Genesis Institute of Business Management (GIBM)

Introduction

Submitted By:

Amit Depani

Roll No.: 10105

Batch: 2010-2012

A Detailed Report On

We know that Videocon have more than 30 years of its existence. Up till 2008 it has

gone through many changes as far as its communication and marketing

methodology is concerned.

It has been regular to update itself as per latest concern be it technology or

environmental.

The recent change in its communication methodology is driving with the values of

Ecological concern. It is trying to attract customers towards more updated and close

of ecology technology with best in its class functionalities & value for money.

• Videocon group emerges as a USD 2.5 Billion global conglomerate.

• Started in 1984 as a branded manufacturer of consumer durable.

• Ventured in contract manufacturing & oil in 1995.

• Largest manufacturers of Color Picture Tubes and Glass shells forming the

backbone of many Color Television manufacturers around the world.

• Enjoy pre-eminent position in terms of sales & customer’s satisfaction in

many consumer products like TV, Washing Machines, AC, Refrigerators,

Microwaves etc.

• Videocon is one of the growing companies and its marketing strategy is also

good.

• Videocon still maintain their growth even existence of large competitors.

Segmentation, Targeting & Positioning Strategy

Segmentation:

Segment based on Income

>50, 000

>=20, 000

9000-15000

7000-12000

3000-6000

Segment Based on Social Class

Plasma : Rich Class

• LCD : Upper middle class and rich class

• Slim : Middle class

• Flat : Middle and lower middle class

• Conventional: Lower economic class.

Targeting

Videocon is targeting on above segment as per customers requirement they

delivered.

Positioning

Videocon’s POP are Good quality Pictures and good sound.

Videocon’s POD is the quality product with low cost.

With strong backward integration Videocon can provide the products with low cost.

Thus, Videocon is positioned itself as a reliable and value for money product.

Learning

As far as my learning is concern I have received a very good experience to create a file or document which is officially accepted all over. With new format and after applying all shortcut keys which is beneficial for easily completed the task.

I have learnt many things out of these assignments as how to work faster with using short cut keys and how to create officially accepted document. I also learn from doing assignment on Videocon Company and I learn segmentation, Targeting and Positioning of company. So, I learn marketing concept of “STP” of Videocon.