VIDEOCON INDUSTRIES

LTD.
Understanding Marketing Strategies
Guide Prof. Rajeev Kamble
Dineshwar Moparthi 2009130
Sravanthi Nanduri 2009131
Parth Bhatt 2009135
Dipti R 2009139

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 ACKNOWLEDGEMENTS

We would like to convey our heartfelt gratitude to Prof.

Rajeev Kamble for his guidance in completely our marketing
project on the 4 P’s of marketing for the consumer durable
segment of Videocon Industries Ltd.

We would also like to mention a special thank you to Mr.

Sunny, Vidharba Branch Manager, Videocon Industries Ltd.,
and Mr. Bhushan for their guidance while undergoing this
project. It was an experience worthwhile to work on
Videocon Industries Ltd.

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Table of Contents

Introduction 4

SWOT Analysis 6

Segmentation, Targeting and Positioning (STP) 7

4 P’s of Marketing

Product 9

Price 18

Place 21

Promotion 24

Past Experience 27

Re-positioning 28

Future 30

Bibliography 31

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4
Introduction
Videocon Industries, also known as Videocon Industries Limited is
an India-based electronics goods manufacturing company established in
1979.

Videocon Industries belongs to the legendary business

conglomerate – the Videocon Group. The main business activity of
Videocon Industries Ltd. involves manufacture of consumer electronics,
home appliances, and office automation equipment. Further, the company
is also involved in other business areas like Internet services, petroleum
exploration, and power generation. The parent company of the Videocon
Industries is a USD 2.5 billion global conglomerate.

The Videocon Group operates through the following 4 sectors:

• Consumer Durables
Consumer products like Color Televisions, Washing
Machines, Air Conditioners, Refrigerators, Microwave ovens
and many other home appliances, selling them through a
Multi-Brand strategy with the largest sales and service
network in India. In-house compressor manufacturing
technology in Bangalore further supports refrigerator
manufacturing.

• Thomson CPT
With the Thomson acquisition Videocon has emerged as
one of the largest Color Picture tube manufacturers in the
world operating in Italy, Poland and China, continuing to lead
through new innovative technologies like slim CPT, extra slim
CPT and High Definition 16:9 format CPT.

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 • Color Picture Tube Glass
Videocon is one of the largest CPT Glass manufacturers
in the world with a high level of experience and technical
expertise operating through Poland and India.

• Oil & Gas

An important asset for the group is its Ravva oil field
with one of the lowest operating costs in the world producing
50,000 barrels of oil per day.

Videocon Industries registered net sales of Rs. 2214.36 crore for

the year ended 31st March 2009 and the company's net profit stood at Rs.
72.98 crore for the same period. Mr. Venugopal N. Dhoot is the chairman
of the company.

Swot Analysis

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STP

SEGMENTATION
Market segmentation is the process in marketing of dividing a
market into distinct subsets (segments) that behave in the same way or
have similar needs. Because each segment is fairly homogeneous in their
needs and attitudes, they are likely to respond similarly to a given
marketing strategy. They are likely to have similar feelings and ideas
about a marketing mix comprised of a given product or service, sold at a
given price, distributed in a certain way and promoted in a certain way.

The overall intent is to identify groups of similar customers and

potential customers; to prioritize the groups to address; to understand
their behavior; and to respond with appropriate marketing strategies
that satisfy the different preferences of each chosen segment.

Segmentation based on Income

✔ LCD: Income bracket of Rs 20,000 and above

✔ Slim: Consumer in the income bracket of Rs 9000-15000
✔ Flat: Consumer in the income bracket of 7000-12000
✔ Conventional TV: income bracket of Rs 3000-6000

Segmentation based on social class

✔ LCD: upper middle class and rich class

✔ Slim: middle class
✔ Flat: middle and lower middle class
✔ Conventional TV: lower economic class.

Segmentation based on benefits offered

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 Conventional, Flat screen Slim, and LCD can also segmented
on the basis of benefits that an end consumer would receive from
them.

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 TARGETING
Once the firm has identified its marketing-segment
opportunities, it has to decide how many and which ones to
target. The decisions involved in targeting strategy include:
* Which segments to target?
* How many products to offer?
* Which products to offer in which segments?
At the lower end of the market Videocon still retains its
“Value for money customer”.
At the premium end it is attempting to upgrade its image to
one of “Quality Driven” customers by associating itself with the
international reputed brand name of SANSUI.

POSITIONING
Positioning has come to mean the process by which
marketers try to create an image or identity in the minds of their
target market for its product, brand, or organization. It is the
'relative competitive comparison' their product occupies in a given
market as perceived by the target market.
Once the competitive frame of reference for positioning has
been fixed by defining the customer target market and nature of
competition, marketers can define the appropriate points-of-
difference and points-of parity associations.
Points of Parity (POPs) are associations that are not
necessarily unique to the brand but may in fact be shared with other
brands. They represent necessary-but not necessarily sufficient-
conditions for brand choice.
✔ Videocon's Points-of-Parity are good quality Picture and
good sound.
Points-of-Difference (PODs) are attributes or benefits
consumer strongly associates with a brand, positively evaluate, and
believe that they could not find to the same extent with a
competitive brand.
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 ✔ Videocon's POD is the quality product with low cost.
Thus, Videocon is positioned itself as a reliable and
value-for-money product.

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Two of the points of Videocon’s Vision & Mission include…

Product

“…improved technology…”: the means

Technology is no more a premium input; it has become the bare minimum in recent
years. Rapid advances have only fuelled this phenomenon. Videocon is extremely
vigilant in shunting out dated technology and replacing it with the best-in-class offers
of the times.

“…innovative products…”: the means

Product development, innovation and customization are the tools Videocon uses to
stay ahead of the competition. This is because a continuous stream of innovative
products excites the market and enhances brand recall - A strategy that Videocon
banks on a lot, especially on the domestic front

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 Product Mix

The width of a product mix refers to how many different product lines the
company carries.

The length of a product mix refers to the total number of items in the
mix.

The depth of the product mix refers to how many variants are offered
of each product in the line.

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 Width
Leng Home appliances Consumer electronics
th
Refrigera Washin Air Microw Televisio Audio/Video
tors g conditio ave n players
machin ners ovens
es
Videocon Videoco Videocon Videocon Videocon Videocon
n
Kelvinator Kelvinat Kelvinator Electrolu Akai Akai
or x
Electrolux Electrol Electrolux Kenstar Sansui Sansui
ux
Kenstar

Consumer Electronics

Television Audio/Video

LCD TV DVD Player

Ultra Slim TV

Flat TV Multimedia
Speakers
Conventional TV

Home Appliances

Microwave Refrigerators Washing Air New Home

Owens Machines conditioner Appliances
Solo Frost Free Fully Window AC Home UPS /
Automatic Inverter
Grill Direct cool Semi Split AC Batteries
Automatic
Convection Front Loading

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Television

LCD TV

Similarity Variant
• Full HD 1080p
• 100000:1 Super
Platinum – Contrast Ratio
VLL32FBA • 1.06 billion display
• High Glossy Finish
color
• HDMI facility
• Invisible Speaker
• 30,000:1 Super
• Sleek Design
Platinum – Contrast Ratio
• DCRe
VLL22SBA • 1.06 billion display
• High Resolutions
color
• Response Time
• DCRe
• Aspect Ratio
• 16.7 Million Display
Platinum – Color
VLL19SBH • 15,000:1 Super
Contrast Ratio

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Ultra Slim TV

Similarity Variant
FLEMINGO • 44% Slimmer (54
200 – cm wide) •
VBS21SGR • 200W PMPO
FLEMINGO • Stereo Sound
200 – • 200 Program •
VBS21SRR Memory
FLEMINGO • 4- Mode Selectable
200 – Sound •
VBS21SBR • 5 Mode Selectable
Picture
• Picture
FLEMINGO improvement
200 – Technology •
VBS21SDR • Child Lock
• Hindi OSD
• Plug & Play.

Flat TV

Similarity Variant
• 54/36cm Flat TV
ALPHA 250 • 500W / 250 W PMPO
– • Stereo sound
VAF15SDV • 04 sound modes
• 200 Program
• Game Facility
Memory
ALPHA 150 • 54/36cm Flat TV
• 10 Picture Modes
– • 200 W / 150W PMPO
• Child Lock
VAF15MOV • Game Facility
• Hindi OSD
ALPHA 150
• Plug & Play • 38cm Flat TV
–
• 150 W PMPO
VBF15MOV
ALPHA 150
• 38cm Flat TV
–
• 150 W PMPO
VBF15CDV

Conventional TV

Similarity Variant
CHAMP 20 • 200 Program • 51cm Conventional
– Memory TV
VAN20ESP • Music Mode • 200W PMPO
CHAMP 20 • 10 Pictures Mode • 51cm Conventional
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 – TV
VBN20ESP • 200W PMPO
CHAMP 20 • 36cm Conventional
• Child/Panel/AV/TV/L
– TV
ock
VCN20ESP • 100W PMPO
• Plug & Play
Videocon has continued to manufacture CRTs for the lower middle
class of the country. CRTs such as Videocon, Challenger brands are still in
the market.

Audio / Video

DVD Players

Similarity Variant

• 12 / 24 bit Audio
DAC
VAD 10SNN
• Parental Lock
• Pro-Logic II
• In built USB port
VAD 11SUN
• Power resume
• In built USB port
VAD 12SCU • Composite /
• Parental Lock
Component / S-
• 12 / 24 bit Audio
Video output
VBD 13SAN DAC
• DivX / MPEG4
• Pro-Logic II
Compatible
• 12 / 24 bit Audio
VBD 14SAG DAC
• Pro-Logic II
• In built USB port
VBD 15SAU
• In built Amplifier
• HDMI Output
VBD 16SHC
• USB & Card reader

Multi Media Speakers

Similarity Variant

• Compatible with • 5.1 ch. Amplifier

VAH32BNN PC / TV / DVD / • 2 Ch. Input to 5.1
VCD / Walky / Audio Ch. Output
VEH55BTW System • 5.1 ch. Amplifier
• Full function remote • 2 Ch. Input to 5.1
control Ch. Output
• LED Display

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 • 2.1 ch. Amplifier
VDH20BNN
• Bass Control
• 5.1 ch. Amplifier
• 2 Ch. Input to 5.1
VBH45SNN
Ch. Output
• Super Bass
• 5.1 ch. Amplifier
VCH45BUN
• LED Display

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Microwave Ovens

Videocon microwave ovens are equipped with insta-menu drives,

multiple power levels, Xpress cooking and active defrost devices.
Solo, Grill & Convection Range

VB20GSSJ • Multiple Power Level

• Auto Cook Menu
VH19SWWM • Combination Cooking
• Multiple Stage Cooking
VD20CGSJ • Express Cooking
• Defrost Settings
• Clock Setting Timer

Refrigerators

The refrigerator market estimated at around 4.5 million units in

2007/08 has also grown by 10%. Within this, the frost-free segment is
exhibiting the highest growth and is expected to contribute some
35% to total sales. Refrigerators have achieved penetration levels of
9% and are expected to grow at between 11% and 13% per annum.
Frost Free Range & Direct Cool Range

VAL233 • Unique Eco-Fresh range with eACE technology

VCL50Z • 3-star and 4-star rating with Energy efficient

compressor
VCE08Z
• Crisper cooling technology
VBL194
• Anti-fungal removable gasket
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 VBP214
• Humidity control

Washing Machines

The washing machine market valued at Rs. 1600 crore (US$ 400
million) annually has witnessed total sales of approximately 2.2 million
units in fiscal 2007. In this category, the high-end segment comprising
fully-automatic and front-loaders have shown the maximum growth.

The latest Eco-wash of semi-automatic washing machines with quant

wash technology gives unique features like germ free, rust free, central
spin shower and multiple water level selectors.

Fully Automatic & Semi Automatic Washing Machine Range

Digi Ocean • UV light emitting low concentration Ozone

Digi Pacific • Pre-set wash programming

Nemo • Auto-Error Detection

Atlantic • Digital Sensi Logic

Marine
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Air Conditioners

Air-conditioners are the smallest segment of the durables market.

With increasing incomes and better standards of living this segment is
expected to explode. In the foreseeable future, however, it will continue to
be driven by urban India. Air conditioners include the entire range between
0.8 TR and 2 TR capacities in window and split models.

Window AC & Split AC Range

VKW21CE1 • Giga Filter Technology

VKW30CE1 • Turbo Cooling

VYS61BL1 • Anti-Corrosive Fins

VKW51CE1 • CTL protection

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Price

Pricing for products is a result of the pursuit value that they hold i.e.
based on the perceptions the customers have about the brand. Since its
launch, Videocon has always been a “value for money” brand and its target
customers are the middle class population.

Videocon is determined to retain its competitive pricing position in

the mass market. Thus Videocon is following a two-pronged pricing
strategy-

• At the lower end of the market, it still retains its “value for
money” method of pricing.
• At the premium end, it is attempting to upgrade its image to
one of “quality-driven” by associating itself with the internationally
reputed brand name of Sansui, and following a perceived value
pricing method.

Multi Pricing and Multi Branding strategy

Videocon adopts a multi-branding, multi-pricing strategy wherein

different products and brands have different pricing. It has consciously
adopted a multi-brand strategy -- besides its own brand, Videocon, it
markets the Sansui, Kelvinator, Electrolux, Kenstar and Akai brands.

The brands Akai and Kelvinator target the same audience; the only
difference being the hoard of varying features such as color and technology
used among the products of the different brands, to avoid brand versus
brand conflicts.

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 Electrolux and Sansui, being foreign brands and having the
perception as offering superior technology, are priced higher compared to
the rest for similar category of product.

Television

✔ Sansui is a brand that only has 32-inchers and 26 inchers

officially in India, thus they seem to be concentrating very
much on the small screen LCD space, plus price wise too they
try to be highly competitive at Rs. 41900 whereas Videocon
offers the cheapest LCD TVs in 20”, 32” and 42” screen size
with a maximum dynamic contrast ration of 50000:1 priced at
about Rs. 30000 for a 32” and Rs. 45000 for a 42” screen size
TV.

✔ Akai products are mostly flat and conventional CRT TVs. The
only LCD that it offers is the 32” screen size with a low aspect
ratio priced at Rs. 26000.

Refrigerators

✔ Kelvinator, emerging from under Electrolux ownership as an

independent brand, was marketed as the “coolest one,” as its
advertising tagline goes.

✔ Kelvinator is positioned as a mass-market refrigerator brand.

✔ The Kelvinator brand name still has a strong resonance with

Indian consumers and, backed by a strategy of value-for-money
pricing. Videocon says the strategy is to leverage the brand
image of Kelvinator to generate business without getting into
price wars.

✔ Videocon refrigerators are low priced for the same kind of

features offered by Kelvinator except that they are priced even

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 lower than the latter. Kelvinator carries with it the perception of
an in-built superior technology and so, priced slightly higher
than Videocon.

✔ Electrolux is a high priced brand owing to its superior

technology and so, is priced at Rs.20000-25000, while Videocon
prices its products at about Rs. 15000-20000.

✔ Kelvinator offers low priced and lesser features in its products

and hence, prices them at Rs. 10000-15000.

Microwaves

✔ Kenstar, marketed by Kitchen Appliances, a Videocon Group

company, occupies the third slot with a market share of 18 per
cent.

✔ Kenstar microwaves are currently priced at Rs. 8900, while

Videocon microwaves are priced even lower at Rs. 7990.

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Place
Videocon has been and is No.1 in terms of the quantity of
products sold by any consumer durable enterprise. In the Western region, it
holds 63% market share.
Videocon Industries Ltd. conducts its operations in Maharashtra, where
it has its branch offices in certain regions- Pune, Mumbai, Nashik, Vidharba
(Nagpur). There are 2 or 3 distributors per region, depending on the demand
of Videocon products in those regions. Currently, in the Vidharba region,
there are 16 distributors, 26 dealers, 3 NEXT retail showrooms.
Videocon has its central manufacturing plant located at Aurangabad
and 5 other manufacturing units over India. The company has both company
owned warehouses (depot at Wadi) and franchises to carry out its
distribution of products. The marketing channel used for distribution is either
a zero level marketing channel or a 3-level marketing channel. The zero
level channel consists of the manufacturing unit connected to retailing their
goods and merchandise at company owned retail outlets like Next. The 3-
level channel contains three intermediaries. These are local wholesalers or
distributors, dealers and sub dealers.

To the Wholesalers: The Company sells the bulk of goods to the

wholesalers at the lowest possible prices, who then sell them to the customers.
The onus is upon the wholesalers to dispose off the goods from him. These
wholesalers are not company authorized, as seen in the FMCG sector.

To the Distributors: The distributors work in a network and the whole

network acts as an expense account for the company. The distributor plays
down the line, asks the retailers, dealers and sub-dealers for the kind of
products in demand by customers and then places an order for those products
only, from the company.

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Forward and Backward Integration

Videocon employs forward integration through its retail outlet NEXT,

launched two years back, through which it brings out different variants of its
products to satisfy the varying customer need through ownership of the retail
outlet. This, they like to call, fulfilling customer delight rather than just needs.

Backward integration too has been a part of its operations, wherein the
company manufacturers the components of its products such as the picture
tubes for CRTs, and other parts, without the need for suppliers.

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Marketing its own brand and other brands

Retailing is done through its own retail showrooms such as NEXT,

Videocon Plaza for the mini metros and the latest being, Digiworld, a
multi-brand outlet, and also through display and sale in shopping malls
(also called single point selling), who buy from the manufacturers i.e. the
company directly. This is the modern trend because the customer prefers a
wide variety of brands at display before he zeroes down to buying one. An
online retail shopping website, EDigiworld has also been put for convenient
online shopping of Videocon products.

Retailing is done through its own NEXT showrooms and also through
display and sale in shopping malls (also called single point selling), who buy
from the manufacturers i.e. the company directly. This is the modern trend
because the customer prefers a wide variety of brands at display before he
zeroes down to buying one.

Videocon has entered into marketing alliances with several other

brands such as Akai, Kelvinator, Electrolux, Kenstar and Sansui. Among
these, Akai and Kelvinator are the distributor’s brand i.e. they generate low
sales turnover and hence are marketed strictly as per the request of the
distributors which is in accordance with the demand for these products.
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The other brands such as Videocon, Sansui and Electrolux are marketed in
retail outlets while Kenstar is both available in retail stores as well as
marketed by the distributor.

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 Videocon, besides marketing its own products, also markets other

Promotion
brands’ products in the Indian market. Videocon has marketing alliances
with Japanese brands such as Akai, Sansui and Swedish brand Electrolux to
promote those brands in India. These companies pay royalty to Videocon
for marketing and advertising their brands. Their products may or may not
target the same audience, each differing in their own features and
specifications.

Videocon indulges in many sales promotion activities through

advertisements in print and electronic media and also, offering discounts at
make shift stalls during local events in Nagpur city. It concentrates on pull
strategy to persuade customers to demand the products from the
intermediaries such as the dealers or distributors. This strategy is
particularly successful in the case of Videocon since there is high brand
loyalty and involvement.

Videocon has differentiated its promotion strategies based on whom

the company is targeting. There are 2 types of promotions done-

1. Customer promotion-attract customers to buy products through

means of discounts, coupons and rebates offered.
2. Trade Sales promotion- attract the dealers through means of
discounts and buy back allowances, wherein the company promises
to buy back the left over inventory in case they do not get sold.

Videocon’s new Brand Identity

The change in the logo speaks a lot about its changing focus to target
the higher end of the market through its ad campaign of “Experience
Change”. Videocon has been the pioneer in introducing consumer durable

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product range in India. It targeted the only market then, i.e. the middle
class. Since then until now, it has focused only on that segment and has
been successful in doing so. To remain competitive in the market, it has
become imperative for it to target the upper class customers too and so
with its new logo and new ad campaign, is trying to change the perceptions
of people about the brand as not only being for the middle class.

The Videocon logo is the heart of the new brand identity. The Fluid
lava reflects the brand idea, 'Experience change'. The color palette has
been chosen to reflect the philosophy of Videocon Group i.e. the color
green is symbolic to the company's ecology drive.

Videocon Group is determined to bring about a change in all its

communications both internally as well externally. Strong marketing
initiatives with hi-biltz promotional campaigns across all the media i.e.
print, electronic and radio plus various BTL & on ground activities,
marketing collaterals, visual merchandising etc. have been designed to
launch the new identity. The company wants to completely adapt to its new
tagline 'Experience change', in every sphere of its ___domain. Internally, also
the focus is on further developing latest technology products with thrust on
quality and innovation, improved service penetration and increased
employee morale. Videocon Group has always been a pioneer, leading the
India Consumer durable Industry and this time also the Group is geared up
to revolutionize the whole market with its new brand identity and latest
product technology.

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Brand Ambassadors

Videocon’s most popular brand ambassadors Shah Rukh Khan and

MS Dhoni have been successful in promoting the brand’s values through
the famous ad commercial of the two estranged brothers reuniting with the
help of a gold locket of the then Videocon logo. The ad was launched in the
last week of November 2007, with Videocon spending about 10 per cent of
its annual marketing budget on this campaign. Cricketer Rahul Dravid too
was once a brand ambassador during the ICC World Cup 2003.

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Past Experience

Videocon has also great learning from its own past experiences as
not proper utilizing a balanced mix of 4 P’s of marketing.

As the products such as Internet TV and DTH service were released

before time and were termed as flop models. We can see the product is
well ahead of time but the promotion strategy and the company’s brand
image did not go with the product.

Actually TV is considered as multi viewer entity where as computer

is considered as single viewer entity. These two were not complementary
to each other. Company should have taught before they released the
product. Company also should have made in significant efforts in taking
the technology into the people first and then sell the product. The
technology itself was new and people were unable to relate to it.

The brand image of Videocon right from the starting is value for
money i.e. they are always considered as the middle class brand in India
and was more synonymous to the fighting spirit of the middle class of
India.

The products like Internet TV and DTH service were well ahead of
time and the company was unable to promote the product nicely so that it
would have gone to the masses.

The brand image change now gives the youthful image to the brand
and actually gives freedom to innovate and succeed. Now we can see the
embedded DTH service with the LCD TV are given to the customers.

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32
Re-positioning

The aim is to bridge the gap between mass and premium brands.
Videocon has already started developing new hi-tech products and is
trying to bring more products across categories in LCD, frost free,
automatic washing machines and air conditioners so as to address the
premium segment. Thus, we feel it is becoming imperative to upgrade our
customers in to buying a premium product”. Videocon has always been
seen as a 'value for money' proposition and has created a strong
presence. However, the premium segment is where the margins exist. In
the mid segments it is a volume driven market where price sensitivity is
much higher.

Durables major Videocon is rebranding itself and has shed its solid
steel 'V' for more fluid, lava like 'V', coupled with a new proposition –
'Experience change'. The brand, which has been in existence for more
than two decades, has managed a fair share in the entry/middle product
segment. It is perceived as a brand for the Indian middle class -- no frills,
no glamour, simple, reliable and hassle-free. This rebranding exercise is
being read as cues of Videocon making forays into the premium segment.

Prior to this, the brand has banked on other propositions, such as

'Technology for health and pleasure', 'Bring Home the Leader', 'New
Improved Life', 'The Indian Multinational', 'Whatever role life gives you,
play it big', as well as the most recent one, 'Eco Logic for sustainable life'.

Conceived by Inter-brand, Singapore, the new 'V' is composed of

two animated green, lava-like shapes called Chouw and Mouw, both of
which have distinct identities. Chouw and Mouw are 'live' characters that
will be employed to tell simple stories, each depicting a positive
dimension of Videocon's new tagline, 'Experience Change'. Both have
certain personality traits, based on their physical attributes. The bigger
one, Chouw, is slow but earnest; strong and silent; he is patient, good

33
natured, kind, and maybe a little romantic too. The smaller one, Mouw, is
quick witted, energetic bordering on restless, curious, and funny.

The rebranding exercise has been successful on the front that it is:

✔ Fresh and relevant- It is a campaign that has a whiff of fresh

air and also projects a brand identity that people can relate to
easily.

✔ Well Launched – The decision to launch the campaign at the

IIFA 2009 was a masterstroke since it guarantees eyeballs and
also combined its punchline with IIFA’s green pledge.

✔ Vibrant- The green color for the “V” logo is Vibrant, appealing
and also provides continuity from its earlier green products
platform.

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Future

The Videocon group is a diversified global business conglomerate

with interests in Consumer Electronics and Home Appliances. The group
has a full range of products in Flat panel Devices (LCDs) and CTVs,
washing machines, ACs, refrigerators, home theatre systems, microwave
ovens, food processors and sophisticated small home appliances. In the
consumer durables sector, Videocon is a mass brand and very middle-
class in character. Videocon markets its brand and other foreign brands
through multi pricing multi branding strategy. Videocon is now attempting
to revamp its brand image through its new brand logo to enter the higher
end of the market.

In the coming days, Videocon aims to develop manufacturing of

components for consumer Electronic products, Multimedia TVs, Plasma
televisions, Composite Home Entertainment system with Internet
adaptability and launching new brands under the Videocon umbrella,
continually improving quality along with reduced prices.

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Bibliography

• Philip Kotler for Marketing Management

• Kothari, C.R., Research Design, Research Methodology,
Second Edition, New Delhi, New Age International Private
Limited, 2004.
• www.videoconworld.com
• www.moneycontrol.com
• www.wikipedia.org
• www.crisilresearch.com/ResearchProWeb/control/homepage

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