BRAND IMAGE ANALYSIS AND CUSTOMER RELATIONSHIP

MANAGEMENT

Presented by:Azahruddin Hashmi

Introduction• Videocon was founded by Nandlal Madhavlal

Dhoot in 1987.• It emerged as an industrial conglomerate with

interests all over the world.• The group has 17 manufacturing sites in India

and plants in China, Poland, Italy and Mexico.• It is the third largest picture tube manufacturer in

the world.• Videocon group has an annual turnover of US$

4.1 billion.

SPECTRA OF BUSINESS

• Consumer electronics • Home appliances • Oil and gas

• DTH

Major Competitors

• LG

• Samsung

• Onida

• Sony

OBJECTIVES

• Analyze the reputation of Videocon T.V. in the

market. • Study Consumer behavior towards the brand

Videocon. • Strategies to increase the brand reputation of

Videocon in the market.• Understand competitors in the the market.

SWOT ANALYSISStrengths Weaknesses Opportunities Threats

High brand awareness.

Poor customer service.

Videocon exploring whole new segments

Entrance of global competitors.

Largest distributed manufacturing bases across India.

Weak promotional strategy of CTV.

Entry to global markets.

Increasing competition in home market.

Price Player. Less focus on unconventional channels

Growing semi urban market.

Brand reputation is decreasing.

Global Presence. Fewer incentives to dealers/retailers

Shifting brand loyalty to other companies

METHODOLOGY

Collection of Data Primary

Research Type Descriptive Research

Data Source Primary Data

Instruments Questionnaire

Sampling Unit Customers, Dealers/ Retailers

Sample Size 100 Customers

Observations and AnalysisFamily Income

Awareness about Videocon , SAMSUNG & LG by Customers

Why Videocon, Samsung or LG?

Customer willing to spend on T.V.

Post purchase feedback

Factors affecting Buying decision

Findings

• For consumers service is very important. Beside convenience, service is key factor.

• Poor relationship between the company and dealers.

• Consumers are satisfied with the quality of Videocon CTV.

• Customer switching from VIDEOCON to other brand is due to poor after sell service.

Issues and challenges

• Poor customer retention• People perception• Technology upgradation rapid in market• Competition with other brands

RECOMMENDATIONS

• Improve after sale service.• Need to focus more on promotion of CTV.• Establish better relationship with dealers and

retailers.• Organize demonstrations and exhibitions. • Focus on Technology Upgradation.• Enhance brand reputation.• Open exclusive showrooms.

Thank You..