videocon international ltd-mba project report prince dudhatra
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PROJECT AT A GLANCE
Name of the unit :- Videocon International Ltd.
Office address :- Auto Cars Compound,
Adalat Road,
Aurangaad 431 005.
Maharshtra, India.
Tel. No. 91-240-2320250
91-240-2336768Fax. No. 91-240-2333740.
Corporate Office :- 171, Mital court,
C wing, 17th Floor,
Nariman Point,
Mumbai 400 021.
Maharashtra, India.Tel. No. 91-22-2873822
91-22-2871798Fax. No. 91-22-2873258
Established year :- 1986-87
Size of the organization:- Large Scale Industry
Form of organization :- Public Limited.
Web Site :- www.videoconinternational.com.
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Name of the sub. co. :- Videocon International Ltd.
Videocon Appliances Ltd.
(Subsidiary of Videocon Int.)Kitchen Appliances Ltd.
Aka India lTd.
Matsushita India Ltd.
Videocon Petrochemicals Ltd.
Number of dealers :- 4DealersRajkot.
Number of Plazas :- 1, (Vishal Enterprise, Rajkot)
No. of service Center :- 3 (Rajkot)
(Videocon Customer)
(Ankur Refrigerator)
(Vinayak Services)
No. of Warehouses :- 1 ( Out of Octroi Limit)
Product line :- Colour TVs.
VCDs & DVDs
Air Conditioners
Washing machines
Refrigerator.
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INDEX
Sr.No.
Particular PageNo
.
1 Introduction. 4
2 History & development. 6
3 Growth of Videocon. 9
4 Promoters and other information. 11
5 Size o unit & type of organization. 14
6 Product of the company. 15
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INTRODUCTION
Marketing is often dynamic, challenging andrewarding. It can also be frustrating and even disappointing.But it is never dull. It is the part of organization where the
rubber meets road- the place where an organizations ideas,
planning and execution are given the avoid test of market
acceptance or rejection.
Marketing job is to convert essential needs intoprofitable opportunities marketing consists of all activities
by which a company adopts itself to its environment
relatively and profitability.
Before few years ago there was no need for marketing
because there was no competition in market and so as
compared to supply of product there was moreadvertisement. So there was no used of marketing the
products.
Marketing is the process of planning, executing, the
competition, pricing, promotion and distribution of ideas,
goods and services to create exchange that satisfy
individuals and organization goals.- According to Philip Kotler
Marketing management includes management of
demand, promotion, price and place mew means distribution
channel management etc. promotion includes advertising,
publicity, sales promotion and personnel selling etc. price
includes strategies of products, place includes management
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of distributions network it s cost, its effectiveness ad
efficiency etc.
In todays era at each and every step any scale ofbusiness needs marketing tools for marketing their business
fresh and smooth as well as under providing business life
cycle. In todays consumers marketing serves as a doctor for
patient.
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HISTORY & DEVELOPMET
Videocon is no. 1 in consumer electronic and homeappliances company in India. The company was started bythe late shree Nandlal Madhavlal Dhoot, a man of ideas, a
man of substances a man of vision who was responsibility
for setting up at string the way to the top with his talents ad
will power.
He first has sugar mill in Maratha wada region in theyear 1955, the sugar crushing business grow but he found
searching for someway to reach out directly to consumer.
Though he took opportunity to establish atAurangabad, the leadership of Bajaj Auto in 1972. by 1980,
he saw a huge changes in the field of electronic in India.
Though a technical tie up Toshiba Corporation of Japan, helaunched Indias first world-class colour Television.
Videocon today, Videocon is a house holds mane
across the nation, Indias no. 1 brand of consumer
electronics and home appliances, trusted by over 50 million
people to improve their quality of life.
Videocons is todays fastest growing. It was started
1986-87 at that time its business was Rs. 60 Cr. And today
it has crossed the amount of Rs. 5000 Cr. Ad with 3
companies.
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The Dhoot Brothers, promoters of Videocon, leads the
success of the company to its surgery of being market
friendly Videocon are amin innovators in the house holdappliances industries, Videocon as notched up many
exciting first, by exploring the worlds most advanced
technologies/ in colour TVs, Videocon was the first Indian
company to introduce picture in-picture, Turbo sound,Surround sound, Larger screen sizes, The full flat square
tube, Bazooka technology and the freedom series affordable
high quality range of colour TVs for the price consciousconsumer. Also it has very recently launched Internet
television for growing children in the growing trend.
The company has invested Rs. 52 crores in molding
shops to meet their entire requirements of cabinets for
television, audio, VCR and tubes. For washing machine, t
has also invested RS. 22 crores in component producingfacilities to make fly back, transformers and turners and
another Rs. 16 crores t make Black & White picture tubes,
Add a glass sheets projects wit G.N.F.C. (Gujarat Narmada
Fertilizers Company) and Videocon will be fully integrated
entertainment electronically groups.
Videocon has invested 400 crores in Banglore in
Applicom India Limited to build up the world-class
refrigerator.
The company is still developing with great speed like
today its turnover is more than Rs. 5000 Cr. Like this the
progress is smoothly going on ad it breaks the old record by
establishing new record.
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Whatever the heart desires, Videocon makes and that iswhy, when you bring home Videocon quality you bring
home happiness for the family.
Videocon group companies have won prestigiousapprovals and certifications from Indian and abroad. These
include the approvals from the VDE testing and
Certification Institute, Germany, the British Standards, TheCE approval form exporting to Europe and the ISO 9002
certification.
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GROWTH OF VIDEOCON COMPANY
We have now entered into the world of 21st century.This new century has put before us many new challenges,which we have to readily accept. It has also created many
innovations, which might have been unimaginable of
unbelievable for people with the changed.
Looking ahead Videocon is Indias largest consumer.
Electronics & home Appliances Company, with increasing
investment in diversified business.
THE GROWTH OFTE COMPANY S AS OLLOWS;
Production of colour & lack & white TV.
Setting of Aurangabad plan &production of washing
machine.
Production of Adios Products.
Production of VCR, VCP, electronic motors. Production of electronic turners blasting moldings,
electorate capacitor B/W picture tubs & Air
conditioners.
Production of refrigerator & Play back Transforms.
Setting up of Videocon Narmada Glass (VNG)
world leader in Glass shell Technology Having
initially successfully established its 20V, 19V and13V CTV Glass parts, VNG has now developed the
20V 2-R the latest models.
Production of mixtures. Water purifier and fans.
It has just launched is disk washers model VA1200
for cleaning of utensils and dishes.
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Introduction of new technology and double window
dynamic wide.
Internet Television
Videocon Petroleum Ltd. The flame of self-reliance.
The biggest advertisement event of the year is
coming to India & Videocon has become the official
co-sponsor of ad-Asia 2003 the conclave that being
together the most brilliant minds in the field ofmarketing & advertising.
It had launched 20 new products in last Diwali.
Videocon group companies won prestigious
approvals and certification from India and abroad.
This includes the approvals fro the VDE testing and
certification institute, Germany, the British
standards, the C.E. approaches for exporting toEurope and the ISO 9002 certification.
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PROMOTERS AND OTHER INFORMATIONS
Promoters :- Late Nandlal M. Dhoot
Shri Venugopal N. Dhoot
Shri Rajkumar N. Dhoot
Shri PradipKumar N. Dhoot
Bankers :- Central Bank of India
Bank of India
Panjab National Bank
Times Bank Limited
Industrial Bank Ltd.
UTI Bankt Ltd.
State Bank of India
Auditors :-Khandelwa Jain & Co.
Charered Accountants,
12-B, Baldoto Bhavan,117, Maharshi Lauve Road,
Opp. Charchgate Railway Station,Mumbai 400 020.
Kadam & Co.
Chartered Accountants,
Ahmednagar College Road,
Kothi near Badve Petrol Pump,
Ahmednagar 414 001.11
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Regd. Office & Working Division:-Auto Cars Compound,
Adalat Road,Aurangaad 431 005.
Maharshtra, India.
Corporate Office :-171, Mital court, C wing, 17th Floor,
Nariman Point,
Mumbai 400 021.Maharashtra, India.
Delhi Office :-VideoconTower,
Jhandewalan Extn.
New Delhi 110 055.
Major Production Center :-Videocon Production Ltd.,
Aurangabad-Paithan Road,
Village Chitegaon,
Dist. Aurangabad, India.
Tel. 91-2431-51501
Fax. 91-2431-41451.
Videocon International Ltd. :-B/119, Electronic, GIDC,Gandhinagar 382 028.
Gujarat, India.
Tel. 91-2712-25647
Fax 91-2712-2119913
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Videocon Appliances LtdVideocon Production Ltd.,
Aurangabad-Paithan Road,Village Chitegaon,
Dist. Aurangabad, India.
Tel. 91-240-331462Fax 91-2431-41482
Videocon Narmda Electronics Ltd.Village Chavaj Tal,Dist. Bharuch, Gujarat, India.
Tel. 91-2642-33186Fax 91-2642-41965
Videocon VCR LtdAurangabad Beed Road, Bhalgaon,
Dist. Aurangabad, Maharashtra.India.
Tel. 91-240-2644510
Fax 91-240-2644505.
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SIZE OF UNIT & TYPE OF ORGANIZATION
Size of Unit :-Videocon International Ltd. investment is
more than 20 Corers so we can say that it is large-scale
industry.
Type of Organization :-
Videocon International Ltd. is a Public
Limited Company.
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PRODUCT OF THE COMPANY
The product is the most important converser by whichany firm can prove its efficiency and insertion of quality.Product is a symbol of the business firm. It is center point
around which all the activities of the business i.e.,
marketing, finance, production etc. are woven without a
product noting to sell, nothing to price, and nothing to run
business. Product is an engine of the vehicle of the company
for providing consumer satisfaction.
Videocon is engaged in the production of electronic
and home appliance.
They produce colour Televisions, Internet television,
Washing machine, Refrigerators, Air conditioners, Video
cassette players, Video cassette recorder, B/W television,Audios, Disk washers, Power inverters, Tran chiller, Hi-tech
products as well as no frost refrigerators.
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INDEX
Sr.No.
Particular PageNo
.
1 Introduction. 17
2 Organization Structure. 18
3 Marketing Competitiveness. 19
4 Channel of Distribution. 20
5 Market of Product. 21
6 Market Research. 22
7 Branding & Slogen. 23
8 Marketing Mix. 24
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INTRODUCTION
Marketing is a social and managerial process throughwhich individual and groups can obtain what they need andwant through creating offering and exchanging product of
value with others.-Philip Kotler
Marketing is comprehensive term marketing is a
management function to plan promote and deliver productto the customers. A successful marketing strategy has better
marketing tools by which the firm may overcome existing
competition. We have to be strong either on one front as all
other fronts, which create a demand for our products. At anytime there may be no advertisement adequate and marketing
management must find ways to deal with marketing
different demand status.
Videocon International Ltd. has a marketing
department branches in several cities like, Rajkot,
Ahmedabad, Baroda and Mumbai etc. all marketing
decisions are taken from these branches.
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ORGANISATION CHART OF MARKETINGDEPAARTMENT
The main aim of marketing department is to translate
consumers demand in to physical product or service. It
helps whole organization. It knows demand of consumers
through marketing channels. The organization of marketing
department is depended on structure of marketing
department.
The marketing department of Videocon is in Mumbai& branches of marketing department are distributed I
several cities.
Te organization chart of marketing department of
Videocon as follows;
President
VP VP VP VP
Sales Marketing Sales Production
CE HA
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MARKETING COMPETITIVENESS
Videocon today is a household name across he nation.Indias No.1 brand of colour TVs, audio system, VCR/VCP,Washing machine, refrigerator and air conditioners.
Videocon is having so many competitors in the field of
each product. The competitors like Sony, BPL, LG, Aiwa,
Onida and Samsung.
I have noted from my survey that Videocon is better
than other companies than consumers demand more than
other companys product.
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CHANNEL OF DISTRIBUTION
With the competition of production the next problemfaced by the producer is to sell the goods to targetedconsumers. There are always links between producers and
consumers. The way through which the goods fallow from
producers to consumers is called channel of distribution.
Marketing channels are sets of interdependent organization
involve in the process of making product or service
available for use of consumption.
Marketing channel decision is among the most critical
decision. Once a firm chooses a marketing channel, it must
be usefully remain for a substantial period. Most producerssell their goods through wholesalers, retailers or agents,
which forms a part of a marketing channel. They must
choose the chipset channel because it is very risky.
There are two types of channel of distribution channel
is Videocon which are as follows;
Distributor/Dealers Direct Dealers
Sub Dealer Consumers
Consumers
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MARKET OF PRODUCT
The main product of Videocon International Ltd. is atelevision and home appliance.
Now a day Videocon sell over five and half million
consumers in electronic products and more than two million
are in home appliances. The entire product is designed
taking in to consideration the customers advice, their
convenience, entertainment, and comfort etc. it has over ofthe market.
In short Videocon has both domestic and international
market.
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MARKETING RESERCH
Beside the internal report of marketing executives, themanagement often focused study of specific problem andopportunities for better marketing activities. The
management often was to face the problem related with
marketing like, pricing decision, promotion decision, market
segmentation etc. These problems look to be the decreased
the marketing and therefore, the exact sure is required.
In marketing research the marketing is the doctor to
care all these decease.
We can find its systematic meaning from its definitionshown below;
Marketing research is the systematic design,collection analysis and reporting of data and finding
relevant to a specific market situation facing the company.
Videocon International Ltd. carried out their research
work in regular interval, personally when there is
fluctuation sales of any product of the company, some times
the company also carried out research work to know theview of the people about the new introduced product of the
company.
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BRANDING AND SLOGAN
The word BRAND is a comprehensiveterm. A brandis a name, term, symbol or design to identify the goods orservices of one sellers or group of seleers and difertiate
them rom their competitors.
The Videocon International Ltd. uses the brand name
Vediocon, forits each and eery product.
Soe slognen are used in branding and trading the
slogan with right meanng attracts the consumer to purchase
theparticular ptrodut.
Videocon International Ltd. has slogan as follows;
Bring Home the Leader.
We Love Wining, We Love Videocon.
India Today the World Tomorrow.
Right Movement for Right Time.
Technology for Health and Pleasure.
Expect More from Videocon.
Agge, Subse Agge Videocon.
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(B) PRICE :-
Price is the matter of vital important to both
the sellers and the buyers in the market place withoutpricing they can not be marketing only when a buyer and a
seller agree on price we can have exchange of goods or
services.
Videocon gives more important to prices. They set the
price as much as possible as low so that middle class and
poor class people can also purchase their product.
This company has three objectives in price wise:-
product, quality and leadership. This company gets success
in all these objectives.
The price policy of Videocon is formulated keeping in
my mind he fact that majority of Videocon consumers belong to upper class and upper middle class family.
Therefore, the pricing policy if formulated in such a way
that it is affordable by all classes of people and it not a
burden on their income. The top management of the
company formulates all policies.
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(C) PLACE :-
The place mix decision, the decision of
location also plays a critical ole for retailer should locateenough stress in easy city to gain promotion and distribution
economics. The place includes channels of distribution,
coverage, inventory, transport, warehousing.
Distribution channel means the channel by which
finished product is reached from producers to consumer or
users. It is the channel through which goods are made assmoothly as possible.
Videocon International Ltd. has two level channel of
distribution of different products. Videocon has a network
of over 4000 dealers.
The chart of channel of distribution used by companyis as under;
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(D) PROMOTION:-
Promotion is the process of marketing
communication involving information, persuasion andinfluence. Promotion has three major purpose, if
communicates marketing information to consumers users
and retailers. The promotion mix includes the following :
Sales promotion
Advertising
Sales force Publicity
Direct marketing
Videocon as different promotion policy for different
product for different tools of promotion like sales
promotion, advertising, sales force, publicity, direct
marketing. Marketing department of the company definesthis policy.
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INDEX
Sr.No.
Particular PageNo
.
1 Introduction. 29
2 Meaning and Classification. 31
3 Advertisement Components. 33
4 Major Advertisement Decision.
Mission.
Money
Message
Media
Measurement
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3540
46
54
61
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INTRODUCTION
Advertising is a from of mass communication it is paidfor by a sponsor who wants to communicate about hisproduct or service to his customer.
Advertising can be defined as :-
Mass paid communication of goods, services or
ideas by an identified sponsor.
It communicates some special information about
product to people. However, advertising is only one element
of the promotion mix. It is often consumer special
performance in the overall marketing mix design. Alsoadvertising has now a days become a part of commercial
like. Hence, advertising is the most effective tool for
reminding and communicating the mass people.
Advertising involves the uses of such media as
magazines and newspapers, outdoor, posters, signs, radio,
television, catalogues, directories, pamphlets, direct
marketing etc.
As far as the advertising management of VideoconInternational Ltd. is concerned there is no doubt that, it is
adequately and continuously managed with considerable
efforts in very accurate directions.
Videocon advertising is effective and attractive and
perhaps it is the factors by which it has been really able to
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generate and create good demand and a reputed name in the
field of electronic and home appliances.
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Thus, advertisement may also be viewed as social
institution as an art from as an instrument of business
management as field of employment and profession.
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MEANING AND CLASSIFICATION
1. Meaning :-The word advertising originates from a Latin
word Advertise which means To turn To the dictionary
meaning of the term is To give public notice or to
announce publicity.
Advertising is any paid form of non-personal
presentation and promotion of ideas, goods or services byan identified sponsor.
It is paid communication because the advertiser has to
pay for the space or time in which his advertisementappears.
Advertisement has main purposes the real purpose ofadvertising is only one, to sell a product, a service or an idea
through effective communication. Advertisement has other
purposes as well as like long term buildups of corporate
image, buildup board loyalty, information dissemination
about a sale, service or event, promote the morale of sales
persons and dealers etc.
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2. Classification :-
The Layman is inclined to view, all advertisement
as being much the same yet, no advertisement situation areexactly alike. Different companies produce different
products and want to motivate and attract different kinds of
customer groups. So, obviously advertising campaign would
be different.
The following classification outlines the broad scope of
these differences;
National Advertising Retail Advertising Industrial Advertising Trade Advertising Professional AdvertisingVideocon International Ltd. as well as Videocon group
of companies produces consumer goods, so that they use to
advertise, Nation wide advertising to the ultimate
consumers and target market for response of Buy our
Brand.
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ADVERTISEMENT COMPONANTS
Any advertisement, we see or hear has not been justprepared easily effortlessly but it is the product of a series ofinvestigation strategic plans, practical decisions, the final
advertised campaign. Therefore, any advertisement mainly
involves following;
Research components :-
To research consumers like & dislike towards theproduct or services and than to advertise the product into the
market.
Strategic components :-
Strategic plans in firms of objectives market
declination, setting the appropriation developing, creating
strategy and media plans.
Practical component :-
Practical component involves decision in regard
to budget expenditure and buying media scheduling and
advertisement constructions including advertisement copy,
layout, and production.
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MAJOR ADVERTISING DECISION
The main goal of any advertisement is to wake aproper response from the prospective group of people forwhom it is meant. Hence, in creating advertisement
programme-marketing manager must always start by
identifying the target markets and buyer motive. Than, they
can proceed to make the 5 major decisions in developing
advertisement programme, famously knows as 5Ms.
What are the advertising objectives? (Mission)
How much can be spent? (Money)
What message should be send? (Message)
What media should be used? (Media)How result should be evaluated? (Measurement)
The Videocon International Ltd. handles all these 5Msvery much carefully and in a specific manner.
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1. Mission.
What are the objectives ?
Objectives of Advertising.
Qualities of Advertising.
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Facing Competition;-Competition exist in all types of business and
no better weapon can be used in this competition batterother than advertisement. So, in order to inform and pursued
our potential and existing customers in his cutthroat
competition. Advertisement is always important weapon.
Enhancing Reputation:-It is wrongly believed that advertisement is
necessary only in starting period of product butadvertisement is continues process. Advertisement that is
prepared smartly and efficiently and in a proper systemwithy up to date change can create and generate the
goodwill of the company.
Changing Attitude and Belief of the Customers:-It is fact that prime objective of all
advertising is to change habits and mind set of customers.
So a well prepared advertisement considering innumerable
factors and eliminate in a specified manner can help to
change the attitude and belief f the customers group in largeand individually.
In India, Videocon group of company is the marketleader in the electronic field and the market share of each
product is also high, the main objective of advertisement of
company is to maintain current demand stage and stimulate
more brand usage.
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Impersonality :-
Advertising cannot be as compel as accompany
sales representative. The audience does not feel obligated topay attention or responded. Advertisement is able to carry
on only monologue, not a dialogue, with the audience.
In Videocon group of companies all these qualities are
maintained in their advertisement.
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2. Money
How Much Can Be Spend ?
How To Spend ?
Where to Spend ?
Introduction
Area of Decision
Factor Affecting Advertising Budget.
Administration and Control.
0% Interest
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INTRODUCTION
After determining advertising objective, the companycan proceed to establish its advertisement budget for eachproduct or for all products. The role of advertising is to
increase the products demand curve. The company wants to
spend the amount required to achieve the sales good. But
how does it know that it is spending the right amount ?
In advertising the principle instrument used inperforming these functions is the advertisement budget. In a
sense, the entire administrative process reviewing past
operation, controlling on going operation and planning a
head center on the budget. Budgeting encourages previousplanning. It helps to keep expenditure with in predetermined
limits.
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AREAS OF DECISION
An advertising budget encompasses two areas ofdecisions,
The total amount of rupees to be spend for
advertisement is termed as appropriation.
Now these rupees will be spend.
Videocon group of companies has spend Rs. 38 Cr.And today it has reached to 5000 Cr. Approximately in
advertisement media. By now the company had estimated
Rs. 565 Cr. Approximately for this purpose, which includes
new product launching, creation of new market and increase
in market of each product, which they produce.
Therefore, we may say that Videocon take good stepand spend money at high level to advertise, its product and
handle if properly.
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FACTORS AFFECTING ADVERTISINGBUDGET
Generally, the following factors must be considered by
most of the companies while preparing the advertising
budget.
Stage in Product Life Cycle :- New product typically receive large
advertising budget to build awareness and to gain consumertrail. Established brands usually supported with Lowe
budget as ration to sales.
Market Share and Consumer Base :-High market share brands usually require
less advertising expenditure as percentage of sales to
maintain their share. To build share by increasing marketmix or market share require large advertisement budget.
Competition and Cluster :-In a market, with a large number of
competition and high advertisement spending a brand must
advertise more heavily to the heard above the noise not
directly competitive to the brand creates a need for heavieradvertising.
Advertising Frequency :-The number of repetitions needed to put
across the brands message to consumers also determines
the advertisement budget.
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ADMINISTRATION AND CONTROL
A successful budget system requires constant andcareful check on all expenditures; care must be taken to seethat advertisement practice does not run counter to the plans
worked out carefully and systematically and incorporated
into the budget. This will require periodic checking of
expenditure especially for such items as stores, display
special sampling campaigns, conversion expenditure and
similar items that are not subject to specific contracts.
In Videocon complete and systematic record are kept.
Such records consist of total amount appropriated for
advertisement and complete detail and listing of how this isto be expended. Not only the amount for the anticipated
expenditures for each items are also recorded.
In Videocon control and administration budgets
maintain by proper checking of sales result by products and
by sells territories. Based on these cheeks the budget is
changed to harmonized will the philosophy, which directed
its creation.
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0% INTEREST
It is well known act that the problem of money arises.Is prevailing everywhere. In addition, in this trend thedemand and wants o the customers are ulti9mate when one
demand is satisfy the other demand is emerges.
The most common demand of most of the customer is
about electronics and home appliances.
For easy consumption of desired product by customers.
The Videocon has given very attractive scheme i.e. to
provide its product in the installment basis at 0% interest.
For these purpose, total management decided the price
of the product, which are given on the installment basis at
0% interest. The company not only has to see the benefit ofthe customer but also keep in mind that there should be no
loss out of such schema. In addition, they have to achieve or
reach the target so decided by them while designing such
schemes.
To decide the price and target of sales volume out of
such scheme is not an easy task but Videocon does this withmore effectively and efficiently.
The finance provided in Rajkot by ICICI, Bajaj
Finance and GE countrywide. The interest for these finance
may very with a change in scheme, installments provided
amount is it depends on financial institution from where the
finance is taken.
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3. Messages
What To Say ?
How To Say Logically ?
How To Say It Symbolically ?
Who Should Say It ?
Introduction Advertising Copy
Advertising Appeal
Advertising Layout
Slogan
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ADVERTISING COPY
Advertising copy covers all items appearing in anadvertisement the written words, pictures, design, label andlogo, it is prepared by an expert copywriter. It is a written or
spoken material of advertisement communication and
includes the headline name and address of the advertiser as
well as the text of the message. Advertising copy is a
creative business, demanding a lot of imagination and
foresight. Thus, advertising copy should be in simple, easilyunderstandable attractive and persuasive language.
In Videocon the message formation has given more
weight age as for format of message is one of the mostimportant part in advertisement. It is suggested by the
experts, which are appointed by company and finalized after
taking opinion of the head of the advertisement departmentand president of marketing.
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ADVERTISING APPEAL
The communication has to figure out what to say to thetarget audience to produce the desire response. His processhas been variously called the appeal theme, Idea or unique
selling proposition. It amounts to formulating some kind of
benefit motivation, identification or reason why the
audience should think about the product in short, it
represents the specific point of view or idea to be stressed in
the advertisement.
The three types of appeal are,
Rational appeals to the consumers self interest. They
show that the product will produce the claimed
benefit.
Emotional appeals attempt to stir up some negativeor positive emotion that will motivate purchase.
Communicators have worked with fear, guilt andsame appeal and getting people. Communicator also
uses positive emotional appeals such as humor, love,
pride and joy.
Moral appeals are directed to the audiences senses
of what is right and proper.
Videocon group of companies mostly used to
advertisement their product with positive emotional appeals.
Some time they also use rational and moral appeal for
special advertise.
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ADVERTISING LAYOUT
An advertisement layout is a sub part of advertisingcopy. Advertising layout deals with proper and attractive physical arrangement for the best presentation of the
message or sales communication.
In preparing the layout of an advertisement, such care
should be taken to ensure that it makes a proper appeal. And
it should be designed to provide a logical, clear, unifiedpresent at in of the advertising message. It also must be
ensure that various element of the layout are properly
balanced. These elements are;
1. Headline :-
The headline comes first. It must be in fresh
wording. If, it is well worded, people will be stimulated whoread he message. So, it should e clear, simple, short and
attractive to hold the attention of the customer.
2. Illustration :-
Illustrations are in the form of line drawings,
cartoons, pictures, symbol, photographs for creating
interest, attracting attention and desire. Illustration is thebest and most effective way of communicating of ideas at a
glance.
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SLOGAN
A good phase used and repeated often in advertisementbecomes a slogan. It should be original and remember able.And a slogan should be short, simple and rhythmic enough
to be catchy.
As far as Videocon International Ltd. is concerned, it
produces such a fabulous and alluring advertisement after
emplacing on each element.
For headlines, it always uses fresh and meaning full
combination of wordings.
For illustration, it uses the alphabet E on either side,
which represents Electronics to Energy.
For colour, mostly it uses Blue colour to have an
instant attention of viewers.
For slogan, it has meaningful and masterly slogans,
Bring Home The Leader We Love Winning, We Love Videocon India Today The World Tomorrow Right Movement for Right Time V Are The Future Technology For Health & Pleasure
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4. Media
How To Communicate ?
Selecting The Media
Introduction
Selection Of Specific Media
Media Scheduling
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INTRODUCTION
One of the most vital decisions in the developing anadvertising strategy is the selection of media to beemployed. A good selection of advertisement leads
organization towards success. Because it is indeed a vehicle
by which an advertiser or manufacturers convey their
message to large group of customers regarding particular
product.
Selecting media is a tough task because not only it is a
choice making exercise but also because it has to operate in
the area of the psychology where nothing can be decided
accurately. Each of the mass media has specificcharacteristics, potentials and liabilities that must be taken
into consideration on one hand and the prospective type of
group segment of customers on the other had when selectinga medium for advertising effort.
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SELECTING OF SPECIFIC MEDIA
The term media is plural for medium. In advertisingterm medium is channel of communication such as,Newspapers, Magazines and Vehicles for currying, the sales
message of advertising to the customer.
The advertising media may be direct or indirect. Direct
method of advertising refers to such methods used by which
he could establish a direct contract with the perspectiveconsumers. Indirect method of advertising is the use of a
hired agency spreading the information, mostly media are
indirect.
Videocon International Ltd. make selection of media
on following bases;
Target audience media habits
Media spread and effectiveness
Message
Lost
Frequency
Product
The main types of media exploited by Videocon are,
1. Print media
2. Out door advertising media
3. Direct mailing advertising media
4. Audio visual advertising media
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1. Print Media
Advertising in the print media is the oldest
and the largest on terms of advertising. The advertisingspend more money on print media that any other media. In
print media, there are two types of media, which are given
as under,
NEWS PAPER
Newspaper is widely needed by the people in
cities. The newspapers have their circulating in almost all
language. Therefore, the large number of people reads theadvertising message given in newspaper. So that, the
advertising message in it reaches to large number of people.
Newspaper advertising is easy to prepare and newspaper are
a relatively inexpensive medium.
The Videocon International Ltd. uses newspaper
advertisement media. They are giving there advertising in
various newspapers namely Times of India, Gujarat
Samachar, Sandesh, Indian Express and Economic Times
etc.
MAGAZINES
Magazines are the second publicationmedium available to an advertiser. The magazines are
published weekly, fortnightly, monthly etc. the newspaperadvertising has a very short life but the magazines
advertisement has longer life because magazines are to e
read again and again so they leave a lasting effects on minds
of people. The magazine advertisement creates prestige,
reputation and image of quality.
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The Videocon International Ltd. uses magazine
advertisement in many magazines as Chitralekha, India
Today, Divya Bhaskar etc.
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2. Out doors Advertising Media
Out door advertising is the oldest from of
advertising. Todays outdoor media of advertising arenothing but a retirement of the ancient method of delivering
message to a large group of people. Outdoor media include
outdoor advertising in several forms such as posters, wall
painting, boarding, dealers board, sign board, electric sigh,highway advertising.
3. Direct Mailing Advertising Media
This method is direct in its approachtherefore; it referred to as Direct Advertising by this
method the advertising message is directly addressed to the
prospective customer. In this media, we find written
message to the potential buyer. Direct mail advertising
media only take variable forms such as the booklets,
leaflets, folders catalogs and gift articles.
4. Broadcasting Advertising Media
In broadcasting advertising media, there
coverage is very wide. This is very effective advertising
media and it is gaining popularity in our country. There are
mainly two medium of broadcasting media,
RADIO ADVERTISING
The radio advertising is broadcasted inalmost all places. This media has become very popular in
village or urban area. The advertisement through the mediais given to keep in mind the general and special interest of
people. This media is very economical and advertising
message reaches to the customers.
Videocon International Ltd. does not give regularly
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TELEVISION ADVERTISING
This is another broadcasting media in the last
useful of decades, the television is a home and familymedia. The media covers most of people and reaches very
lastly. To television in national, network the advertisers
reach to the national market. The message is more effectiveand impressive especially in the colour television, which
had added new dimension television advertising.
Through this media, the qualities and characteristic ofthe product can be well explained. It provides a scientific
ambition of features of screened, sight and option that not
other medium has been able to provide.
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MEDIA SCHEDULING
All the advertising expenses prove worthless theadvertising of products is not given on a proper time; herethe media scheduling is essential for the effectiveness of
advertising.
The company uses various scheduling for its particular
product usually known as Macro scheduling and Micro
scheduling,
1. Micro Scheduling
The company has to decide how to schedule
the advertisement in relation to seasonal and businesstrends.
2. Macro SchedulingThe macro scheduling problems calls for
allocating expenditure advertisement within a short period
to obtain the maximum impact.
Both of these are very carefully handle in Videocon
and proper allocation is made for both with respect to
advertisement budget by advertisement department.
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5. Measurement
What Should Be The Result ?
Introduction
Aspects Touching Measurement
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INTRODUTION
Good planning and control of advertisement is largelydepending upon the measurement of advertisingeffectiveness. By measurement, they can know that which
advertisement and what elements of various advertisement
get the best response, what position produces to better
results, what medium pulls better, which type of media
proved effective in particular region etc. and by these
company can wrap up, how well a whole advertisingcampaign is progressing.
Really, how will a particular advertisement or
campaign performs is largely determine by the knowledgeand skill of the people preparing it. People who are sensitive
to the measuring situation and proficient in the art of
communication are more likely to produce effectiveadvertisement.
So, Videocon, the principal reasons for testing all, to
avoid costly mistakes, to predict the relative strength of
alternative strategy and tackles and to increase the
efficiency of advertisement.
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communication effect. Because sales are affected by many
factors besides advertising.
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Videocon is only interested in finding our whether they
are over spending or under spending on advertising. To last
research, they found that they are using more TVadvertisement as they previously used.
Therefore, we may cay that Videocon is striving to
measure the sales effect of advertisement expenditureinstead of setting only of communication effect research.
(2) When to Test ?Testing is appropriate at any stage of
advertisement process. In the planning stage, it may be used
to test the efficiency of alternative appeals or themes. To the
execution stage, it may be a matter of presentation. The
quality control stage, advertisement may be tested for
standard of performance. Campaigns may be taste after they
have run to determine what results are achieved.
So, the stage of current competition of Indian
Electronics World, Videocon is used to advertising
effectiveness continentally, mostly two or three times in a
year.
(3) How to Test ?
There is no single best way to test. In a
sense, every test is an experiment to measure the
relationship between advertisement variables on thestimulus side and changes in pre-disposition and other
relevant behaviors on the response side.
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(4) Where to Test ?
Where is the test to e administrated? In a
laboratory or in the field ? How responses are obtains?Forced or voluntary.
Videocon generally test and effectiveness in field as
well as in laboratory because of to overcome from thelimitation of both the method.
They generally test their advertisement effectivenesson the following criteria,
Validity Reliability RelevanceIn short, we may say that in Videocon advertisement
effectiveness testing is done very systematically and it helps
to minimize the cost, to increase in sales and to increase in
brand awareness and as well as in companys profit.
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INTRODUTION
Marketing research can be defined as objective andsystematic collection recording and analysis of data relevantto marketing problems of a business in order to develop an
appropriate information base for decision-making in the
marketing area.
Marketing research is the systematic gathering,
recording and analyzing of data about problems relating tothe marketing of goods and services.
- American Marketing Association
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Q-1. How much consumers are ready to pay for 29
inch Conventional TV ?
Option (Price) Consumers response Percentage
15000-18000 44 44%
19000-21000 22 22%
22000-25000 23 23%
Above 25000 11 11%
Total 100 100%
0
10
20
30
40
50
60
70
80
90
100
Consumers response Percentage
15000-18000
19000-21000
22000-25000
Above 25000
Total
Conclusion :
I find out that most of the consumer is
ready to pay 15000 to 18000 for 29 inch conventional TV.The actual price of it is Rs. Between 19000 to 21000 so
company should reduce the price to attract the consumers.
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Q-2. How much consumer are ready to pay 29 inch
Flat TV ?
Option (Price) Consumers response Percentage
19000-21000 46 46%
22000-25000 25 25%
25000-29000 20 20%
29000-31000 9 9%
Total 100 100%
0
10
20
3040
50
60
70
80
90
100
Consumers response Percentage
19000-21000
22000-25000
25000-29000
29000-31000
Total
Conclusion :
From the above graph I find out thatmost of the consumers are read to pay Rs. 19000to 21000
for 29 inch Flat TV but its not like that no body is ready to
pay high price. But if company reduces its price than they
can cover more market.
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Q-3. Which brand do consumer prefer ?
Option Consumers response(No. Of consumers)
Percentage
Videocon 28 28%
Philips 6 6%
Sony 23 23%
LG 20 20%
BPL 20 20%
Others 13 13%Total 100 100%
0102030
405060708090
100
Consumers
response (No. Of
consumers)
Percentage
Videocon
Philips
Sony
LGBPL
Others
Total
Conclusion :
From above graph I find out thatconsumer prefer 28% Videocon, 6% Philips, 23% Sony,
20% BPL, 20% LG and 13% other. So, consumer prefers
Videocon to the other brand, but difference is less so
company has to concentrate it. The main competitors o the
company is Sony and others like; LG, BPL etc.
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Q-4. Why would consumer like buying 29 inch TV ?
Option Consumers response(No. Of consumers)
Percentage
Prestige 10 10%
Upgrade 14 14%
Good viewing 64 64%
Experience
Others 12 12%
Total 100 100%
0
10
2030
40
50
60
70
80
90
100
Consumers
response (No. Of
consumers)
Percentage
Prestige
Upgrade
Good viewing
ExperienceOthers
Total
Conclusion :
From the above graph I find out thatmost of people want to buy 29 inch TV because of good
viewing experience so we can say that company should take
care of this and accordingly launch the product.
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Q-5. Which features do consumer prefer from 29
inch TV ?
Option Consumers response
(No. Of consumers)
Percentage
Picture-in-picture 20 20%
Sound wattage 35 35%
High resolutionpicture
35 35%
Looks 10 10%Total 100 100%
0
10
2030
40
50
60
70
80
90
100
Consumers
response (No. Of
consumers)
Percentage
Picture-in-picture
Sound wattage
High resolution
picture
Looks
Total
Conclusion :
From the above graph I find out thatconsumer prefer sound wattage and high-resolution picture
from 29 inch TV. So company has to concentrate on these
two features to attract consumer.
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Q-6. How much price will consumer be able to pay
for projection TV ?
Option Consumers response
(No. Of consumers)
Percentage
75000-100000 60 60%
100000-120000 21 21%
120000-150000 11 11%
Above 150000 8 8%
Total 100 100%
0
10
20
30
40
50
60
70
80
90
100
Consumers
response (No. Of
consumers)
Percentage
75000-100000
100000-120000
120000-150000
Above 150000
Total
Conclusion :
From the above graph I find out thatconsumer are ready to pay 75,000 to 1,00,000 that means
fewer prices for projection TV. But I also find 21% people
who are ready to pay 1,00,000 to 1,20,000.
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Q.7. Which brand TV do you have ? Which brand
TV do you want to replace ?
From this question I find out that they are many brad
which consumer prefers like VIDEOCON, SANSUI,
THOMSON, SONY, ONIDA etc. but most people have
VIDEOCON and they want to replace VIDEOCON only.
BPL and SONY are also most demanded brands and they
are giving great competition.
Q.8. What size TV do you have? Which size TV do
you want to replace ?
From the viewpoint of my survey I find that every
people have 21 inch TV and they want to replace 29 inch.
So, company concentrate on the requirement of people why
they prefer this size TV and accordingly pay attention on
production.
Q.9. Your opinion about high end TV
I find out that people prefer TV up to 29 inch not more
than that because they give more important to size at house
and after their hobbies for big size TV.
Q.10. Your opinion about VIDEOCON
From my survey I find out that everyone prefers
VIDEOCON but they want more quality less price and also
they feel that company provides less after sales services. So,companys product is good and quality is also good but
company has t concentrate on after sale service, which is the
most important point from the present scenario.
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DEALERS INFORMATION
Channels of distributions indicate routs or pathwaysthrough which goods and services flow or move fromproducers to consumers. Generally, producers in todays
market do not sell the goods directly to final consumers.
However, there is always a market intermediary between
them. These intermediaries may be retailers, distributors,
dealers etc.
Videocon International Ltd. also sell its product with
the help of dealers. Videocon has over 4000 dealers
covering almost each and every part of India. Dealers of
Videocon are found in metropolitan cities, small cities andin towns with maximum number of customers who want
qualitative products. Videocon can keep a large market
share because of the help of dealers. With the help ofdealers, they can satisfy their aims, objectives and targets.
Dealers of Videocon group give a good mouth word of their
product and provide after sales services. Dealers are given
returns for their extraordinary services. They are provided
with rewards at time and percentage on profit margin.
Dealers who make maximum sales are awarded with big
gifts etc.
I have also visited with Videocon dealers as a part of
my project report. In this regard, I found good response
from dealer like Business Center, Rajkot.
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Many of the dealers of Videocon does not sell only one
brand product but they are also engaged in sale of other
companys product like BPL, Onida, LG, etc.
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Thus, by making the survey through dealers, we can
find the Videocon International Ltd., really stand at the 1st
place on at the top place all over India.
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CONCLUSION
Viewing Videocon International Ltd. from every angle,it can be conclude that over all the unit is progressing godbecause Videocon International Ltd. has provided excellent
quality of product due to sophisticated technology,
computer used and highly qualified technical staff. By this
way, they can able to create a good demand for their product
and satisfy the consumer.
As far as advertisement is concerned, this companys
advertising department is effective and they spend lot of
money for the advertisement and attract the customer.
It can be said that credit of success of the company
goes to the management as well as workers and employee
that Videocon International Ltd. has bring bright future.
In short, its grip on every aspect of the business is tight
which helps it in fight every uncertainty. It is continues to
do well, sure its future will be full of success.
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