Cooler

air cooler of videocon
INTRODUCTION 1. Project Report
Videocon air cooler
Marketing research is the systematic study of facts relevant to any marketing pr
oblems. It is a process of collecting, analyzing and interpreting the pertinent
data. Which are necessary for solving a market problem. Marketing research is th
e means by which obtained about probable market for goods. The reaction of custo
mers to the existing products, there likes and dislikes of the consumers, the ef
fectiveness of the existing selling methods, general market conditions etc., In
short it is the investigation or a study of the market condition from the point
of view of the marketer. Consumer or customer mind is like a "Black Box" where i
t is difficult to analyze their behaviour. They behave differently in different
situations and the primary function of business ( marketing company ) is to crea
te and maintain the satisfied customer. Customer is the pivot around which the e
ntire marketing operations revolve. Customer is superior in the field of marketi
ng and society demands quality of life management. Hence marketing should be wel
l planned, organized, directed, co-ordinated and controlled. Marketing is socioeconomic process social
responsibilities indicates personal obligations of people

and economic process involves the exchange of goods services and their values de
termined in terms of money prices Hence markers are called upon to anticipate ch
anges in marketing environment involving risks, difficulties and under certainti
es. The customer taste differs and hence the forecast of changes. Marketing plan
s and programs can be obtained only by day to day reports which involves present
condition and demand in the market. Only such reports can help the markers to a
ttempt for the changes and obtain the desired goals. A report is the collection
of data or information or things group on in and around market place about the p
roduct they are marketing. Such report may help the marketer to modify change or
to adopt a particular marketing strategy. As a case study and part or subject o
f BBM course, my subject holds with the study of "Sale of Air Coolers" undertake
n by HARSHA, Shimoga. My work in this project is to know the details regarding i
ts history i.e., the product "Videocon Air Coolers" fundamental concepts, and it
s marketing and other details. 2. Products Air coolers are the fast moving consu
mer durable in these days. Consumer accepts it as a necessity goods as well as l
uxurious status a powerful motivator of man's behaviour, it is a socially contri
ved, easily sensed,
Videocon air cooler

difficulty
spotted,
madly
desired
Videocon air cooler
and
occasionally
condemned. And never fully gasped but if consumer motion of status (or of the ho
w's and why of its motivation capacity) are nuclear. The badges that specify it
are less so. I t is there that concerns marketers. Videocon is a consumer electr
onic giant of India. Now it has been producing variety of consumer goods, all th
ese goods are familiar tot he Indian consumer. Air cooler is one such product am
ong the several its consumer goods. Videocon adopted so many to meet consumer ne
eds and desired. So this study is conducted to know whether the company is succe
ed to meet their consumer need or not. By the result of economic reformed progra
ms initiated by Finance Minister Manmohan Singh, there are so many Industries ha
ve been emerged in the field of consumer electronics. So 'naturally the competit
ion in this field has been rising. This study includes the competitive nature of
air coolers and also whether the company is able to face competition situation
in the market. Videocon introduced air cooler to the market at 1991 and has achi
eved success in these years by adopting good marketing strategy but it is yet to
be success to meet consumer demand. Therefore an analysis has to be made so tha
t the reason behind the success and failure side of the company may be studied w
hether the marketing strategy adopted by the company is up to

the mark or not is also made note of.
mer goods market all the companies in
satisfy their customers. So there is
le face this competition situation in

Due to the highly competition in the consu
this field here. Adopted new techniques to
a need to study whether the Videocon is ab
this field.

Videocon air cooler
OBJECTIVES OF THE STUDY • To study the consumer attitude towards the Videocon air
coolers and the company • To make the suggestions to the company for further impro
vements in its present strategy to accomplish company objective • To know the mark
et share of videocon air coolers • To study the competitive condition in existing
among the air cooler • To study the company’s method for increasing the demand in Sh
imoga • Analyze the dealer care and make suitable suggestions. • To provide best ser
vice to the customers. SCOPE OF THE STUDY The main objective of the study is to
know the marketing strategy of Videocon ltd., It includes all the 4p’s of marketin
g mix, viz, product, price, distribution ( place) and promotion the study has be
en conducted .on only air

coolers which is one of the product of video con Appliances ltd., 1. The study i
ncludes the air coolers sell only Shimoga city. It does not include other model
of Videocon air coolers, which are not available in Shimoga city. 2. The survey
through questionnaire, personal
Videocon air cooler
interview etc., has been used to gather information, taking a representative sam
ple size limited to 100 in Shimoga city and only in selected areas. 3.The sample
size has limited to 100 because these samples represents all middle class peopl
e in Shimoga city. 4.The study include profit and sales of the company which hel
ps us to know the company better. 5.The study involve the invention and developm
ent of Air coolers and its principles concept. features etc., are dealt with. 6.
Analysis and interpretation of data has been presented. 7.Finally with the help
of gathered information an analyze is made about the behaviour of existing consu
mer and potential consumer. METHODOLOGY Methodology employed differs from one pr
oject to another depend upon the nature of the problem and the extent to which i
nformation required. Methodology means the methods connotations used to work out
the problems

This study carried out by using the system of following methods 1. Presentation
2. Sources of information: (data) • Primary data • Secondary Data Primary data: Prim
ary data is collected
Videocon air cooler
through
questionnaire and interview sources are consumer s dealers etc., Secondary data:
Secondary data are collected from company catalogue, trade Journals, Literature
s, magazines, company annual reports, library etc., 3. Sample technique 4. Study
and analyze of information 5. Comparison and interpretation 6. Findings and Sug
gestions LIMITATIONS • The information collected from customers is based on questi
onnaires and face to face interviews. So the response of some customers were not
good and their opinion are possible for change in other occasions. • In this stud
y only products of Air cooler which are sold, stocked, demanded in Shimoga city
are taken into consideration. • The data collected through the questionnaire and

interviews are assumed to be factful.
Videocon air cooler
• Certain confidential data were not reveled by the company and that the informati
on produced by them is assumed to be authentic. • There may be accruing sampling b
ias In the collection of data to un-representation sampling. • There is no office
of Videocon in the city so some necessary information is collected from dealers
which are assumed to be factful. CHAPTER SCHEME The chapter scheme of the report
IS as follows. The report contain seven chapters. The first chapter is the intr
oduction, which gives us a brief introduction of the project, objectives of the
study, scope, methodology and limitations of the study. The second chapter conta
in the product history of the air coolers. In this chapter, parts and working of
air coolers, models of air coolers has been presented.. The third chapter depic
ts brief profile of the
company. It contents History of the company, flagship of the company, performanc
e aim and strategy of the company and the new ventures which are the company now
entering. The fourth chapter contains brief profile of the agency. Agencies his
tory, organisation structure, marketing mix strategy and service facility.

Videocon air cooler
The fifth chapter of the study contain the marketing mix of Videocon limited in
this chapter the marketing mix strategy adopted in Videocon has been explained.
The sixth chapter analysis and interpretation of data has been presented. This c
hapter also includes market competition, sales of different air coolers market s
hare of air cooler in Shimoga city has been discussed. The seventh chapter conta
ins the summary of Findings, Suggestions and conclusions. The Appendix which is
presented at the end of the report contains the format of Bibliography and quest
ionnaire.
PRODUCT PROFILE

Videocon air cooler
Status - a powerful motivator of man s behaviour, it is socially contrived, easi
ly sensed, difficulty spotled, madly desired and occasionally condemned. Air Coo
lers, now a symbol of status of a person, has been replace fans. As the income o
f the person is increasing he change his life - style, so he has come to air coo
lers from fans. Invention and Development Invention of air coolers has a long hi
story. The Air cooling system was first invented by Stuwart Willer Carrier in 19
02. But this system was came into existence after the invention of air condition
ing system in 1906. Important innovation in cooling technology followed. The dev
elopment of refrigeration machines for food storages played a role but the key e
lement was willer carrier s 1906 patent that solved the problem of humidity remo
ved by condensing the water vapour on droplets of cold water sprayed in to an ai
r stream. Starting with humidity control in tobacco and Textile factories, carri
es slowly developed his system of man made weather. Finally applying it together
with heating, cooling and control devices as a complete system in Graumann s Me
tropolitan Theater, Los Angeles in 1922, the first office building air condition
ing by carrier was the 21 store Milen building in 1928 at San Antonio. In 1960s
the dual duct system appeared both warm

and cold. air were centrally supplied to every part of the building and combined
in mixing boxes provide the appropriate atmosphere. The dual duct system also c
onsumed much energy and when energy prices began to rise in the 1970, both it an
d the weather master system were supplemented by the variable air volume (VAV).
systems, which supplied conditioned air at a single temperature, the volume vary
ing according to system requires much less energy and widely used. Since then so
many new models of air cooling devices were entered with so many features. They
can be shifted from one place to another, then portable little cooler, which ha
ve trolley easy to move were exists. Then remote controls were came in to existe
nce. Parts of the air cooler : a. Blower / Fan Blower is the main part of an air
cooler. Which is specially devised to ::,low the air forcely out of the cooler
b. Sprayer Sprayer is another part of the Air Cooler. Which is used to spray the
water behind the blower In some air cooler instead of sprayer the pads or mats
are used which are rotating continuously through water tank c. Cooling Pads Cool
ing pads are also an important pal1 of an air cooler. Which are used to control
the humiditities for
Videocon air cooler

better cooling. The cooling pads are made by nonconducting material like, wool w
ood, hay, synthetics etc. d. Water Tank
Videocon air cooler
It is the tank used to collect water, different cooler have different size of th
e tanks. e. Louvers Louvers are used to adjust the directions of flow of cooling
air in some air cooler it is four way movement and in some air cooler it is two
way movement. f. Ice Chamber It is the ice tray used in some air cooler to put
ice pieces to maintain low temperature of water to set highly cooled air Working
of Air Coolers : The working of air cooler is very simple the above mentioned c
omponents are essential to work an Air Cooler. When switch on the cooler the blo
wer is start to run and the pads are also start to rotating by immersing in wate
r frequently then when these wet pads come near to the behind of blower the wate
r droplets will forced to our through the blower. The cooling pads are help to m
aintain cool atmosphere inside the air cooler by wetting continuously. In some k
inds of air coolers a small pump is connected to the water tank when switch on t
he cooler the pump is start to work and water is lift by this pump from the tank
and sprayed behind the blower than the small droplets will sprayed out with the
air which is nothings but cool air.

Videocon air cooler
Models of air cooler : The air cooler is one of the delicate product because it
always contain water. If inside material used in air coolers are not good qualit
y there may be some possibility of it will be lost its life. So Videocon gives m
uch emphasis on its quality products by using good quality of materials. There a
re different types of Videocon air cooler which are available in the market of S
himoga, they are; 1. 2503 CDX 2. Climatizer 3501 C 3. Coolex CW 9403 S 4. Coolex
CW 9405. 1. Videocon Little Cooler -2503CDX It is new model, it is very little
it is suitable for small offices and bed rooms, it has the following features. a
. Polystyrene body b. Three speed air blower c. Air delivery up to 15 feet d. Mo
ring synthetic pads e. Oscillatory lowers f. Ice tray g. Dust filter service 2.
Climatizer 3501 C It is a big movable cooler which is affixed with trolley.

Special features: conditions
Videocon air cooler
a. Special ABS body to withstand extreme climatic b. Tank capacity of 45 liters
for larger cooling period c. Easy to wheel trolley. 3. Coolex CW 9405 S It is a
window coolex having the following features. a. Cool big rooms with optimum effi
ciency b. Tank capacity of 45 liters 4. Coolex CW 9405 It is also a window coole
r Special Features a. Special humidity control facility b. Auto drain facility.
Specifications:
Category Little Cooler Model No Features Cooling Area Sq. Ft Air Delivery (in CF
M) Grill Water level indicator Cooling pads Louver movement Net size of the body
Length (cm) Breadth (cm) Height(cm) Water capacity (lts) 2503CDX 80 350 Provide
d Mechanical Mesh 4 way swing 34.5 34.5 64.0 10.5 Climatizer Desert Cooler 3501C
500 1500 Provided Mechanical Wood wool 4 way swing 67.0 58.0 100.0 45.0 Coolex
window cooler 9405 S 300 1000 Mechanical Wood wool 4 way swing 60.2 62.0 48.4 45
.0 Coolex deluxe window cooler CW 9405 300 1000 Mechanical Wood wool 4 way swing
70.5 65.0 48.0 45.0

Videocon air cooler
Net Weight(Kgs) Warranty (yrs) 10.0 2 25.0 1 25.0 1 25.0 1
Now a days the Videocon
was changed as Kenstar
duce following types of
5 7. Little cooler plus

company produces new type of air coolers. The brand name
for air coolers. The Kenstar appliances Limited will pro
air cooler. 5. Turbo cool -9704 6. Turbo cool Junior – 970
9702 8. Tall cooler -9820 HK

5. Turbo cool -9704 Features: a. Large cooling capacity: 50 Sq. mtrs b. Ideal fo
r Halls, Banks and Offices c. Suitable for dry and arid Climates d. Large tank c
apacity -40 lts for longer cooling e. Float valve attachment for continuous flow
of water. f. Ice chamber for enhanced cooling g. Trolley optional 6. Turbo cool
Junior – 9705 Features: a. Cooling capacity: 50 Sq. mtrs b. Suitable for dry and
arid Climates c. Tank capacity -40 lts for longer cooling

d. Water level indicator water. f. Trolley optional 7. Little cooler plus 9702 F
eatures:
Videocon air cooler
e. Float valve attachment for continuous flow of
a. Large cooling capacity: 85 Sq. mtrs b. Ideal for cubicles, Offices and large
air conditioned rooms c. Suitable for dry and arid Climates d. Large tank capaci
ty -13 lts for longer cooling e. Ice chamber for enhanced cooling f. Castors for
easy mobilities. 8. Tall cooler -9820 HK Features: a. International design, Com
pact and space saving. b. Cooling capacity 12.5 Sq mtrs c. Ideal for dry and hum
id climates d. Water tank capacity of 15 ltrs e. Castors for easy mobility f. Ho
ney comb for excellent cooling. These all have same technology but they are diff
er from their size capacities and other mechanical features. These all cooler ar
e built by high quality fiber cover. So there is no fear about rust. These are l
ight weight and can be transferable from one place to another place.
Category Turbo Cool Turbo Junior Cool Little Cooler Tall Cooler

Videocon air cooler
Model No 9704 Features Cooling Area Sq. Ft 5 Air Delivery (in 2550 m3/hour) Spee
d control Grill Water level indicator Cooling pads Louver movement Net size of t
he body Length (cm) Breadth (cm) Height(cm) Water capacity (lts) Net Weight(Kgs)
Warranty (yrs) 3 Provided Mechanical Wood wool Motorized 640 540 910 40 25 2 97
05 25 1700 3 Provided Mechanical Wood wool Motorized 640 540 550 40 22 2 9702 8
751 3 Provided Mechanical Synthetic pad Motorized 430 315 660 13 10 1 9820 HK 12
1360 3 Provided Mechanical Honey comb Motorized 420 430 970 15 13 1
Products manufacturing under Videocon International Ltd., Products Tv Sets Audio
Products Air conditioners Year of Launching 1987 1989
The silent features of the past performance of VIL are as under FINANCIAL HIGHLI
GHTS: Particulars Sales and income Earning before Rs. In Crores 2003-2004 2004-2
005 other 1724.36 2109.50 int 177.59 58.02 24.99 12.45 324.89 129.07 67.50 4.50
2005-2006 3090.46 450.92 210.05 82.66 8.50 20006-2007 5400.26 510.02 320.45 102.
33 10.52
depreciation and tax Interest Depreciation Income Tax

Videocon air cooler
Net Profit Divided(%) Equity Share Capital Reserve and surplus Net works 82.13 3
5 51.67 873.90 925.57 123.82 35 71.06 1251.34 1322.40 172.92 35 84.72 1750.29 16
55.23 244.30 35 102.61 2050.04 1945.82
Videocon Appliances Ltd., Val was incorporated in 1988. at 31st December 1993, 2
2 percent of its share capital was owned by the Dhoot family, and 2.9 percent wa
s owned by VIL, with the remainder being in public hands. Products manufacturing
under Videocon International Ltd., Products Washing Machine Refrigerators Air C
oolers Year of Launching 1980 1991 1991
The silent features of the past performance of VIL are as under Financial highli
ghts: Particulars Sales Other income Profit before tax Profit after tax Equity c
apital Reserve and Surplus Networks Divided (%) Profitability ratio (%) Profit b
efore tax 4.0 Profit after tax 4.2 Rs. In Crores 2003-2004 2004-2005 3859.5 4402
.5 35.8 15.2 155.9 277.6 142.04 245.11 280.8 330.8 2009.3 2053.6 2209.1 2384.3 3
1.0 36.4 6.3 6.3 2005-2006 5535.4 10.3 320.9 290.04 330.8 3293.7 3624.4 36.8 5.8
5.8 20006-2007 8079.8 13.2 355.4 320.92 330.8 3306.9 4327.6 27.5 4.3 4.3

Videocon air cooler
Videocon VCR Limited (VVL) VVL was incorporated in June 1989. at 31st Dece 1993,
20 percent of its share capital was held by the company. 16.66 percent by Toshi
ba. 8.33 percent by Mitsubishi and 5 percent by the Dhoot family’s with the remain
ed being in public hands. VVL manufactures VCRs and VCPs at its plant in Bhalgon
in Maharashtra, in technical collaboration with Toshiba, all these products are
sold to the company.
Products manufacturing under VCR Ltd., Products Video Cassette Recorders Year of
Launching and 1990
Player
The silent features of the past performance of VCR are as under Financial highli
ghts: Particulars Sales Other income Profit before tax Rs. In Crores 2003-2004 2
004-2005 6932 8250.61 240 260 540 620 2005-2006 8450.26 310 410 20006-2007 10200
.55 375 520

Videocon air cooler
Net Profit Equity capital Reserve and Surplus Divided (%) 480 750 943 20% 540 82
0 1043 20% 390 720 1200 30% 465 720 1720 30%
Colour TVs: The Videocon started manufacturing colour Tvs in 1984 and is largest
selling brand in the country “an undisputed Leader” Videocon is renoconed for bring
you the latest innovations in TV technology like PIP, FST, Bazooka woofer etc.,
Videocon is more than 1.2, million satisfied colour TV owners and it has leadin
g market share of 30.1% one out of every four colour TVs sold is a Videocon. Ref
rigerators: The production of refrigerators was very recent in 1991 and has ente
red refrigerator market in 1992. first with “No-frost” in technology design manufact
ured technical and the refrigerators drawing Japan
collaboration with Mactsushita refrigeration Co., manufacturer of the national r
efrigerator.
Videocon entered the refrigerator market only in 1992 but is already no. 3 despi
te competition from no. 1 holding 30.6% and no.2 holding 25.7% which have been i
n the market for over 30 years. Washing Machines:

Videocon air cooler
Videocon started the production of washing
machines in 1987 and today is first to launch international quality washing mach
ine in India. First with Neuro Fuzzy Logic. The Videocon washing machines have c
ome a long way from only two models in 1988 to seven models today and another 3
models to be launched by the end of the year. The Videocon washing machine is a
proud possession in 10,00,000 homes and is rated to be best consumer product to
be made by any company in the country. Over 100 washing machines roll out each d
ay from the Videocon appliances Ltd., plant it holds 56.7 of the total market sh
are of washing machines. Air Cooler: Videocon started the production of the air
coolers in 1989, Videocon co., manufacturers Air coolers in different models. Ai
r coolers are become essential. Market share of Videocon is more than half of th
e total market of all air coolers.

Videocon air cooler
CHAPTER 6: The survey was conducted to know the different aspects of consumer be
havior regarding air coolers. Such as, the types of air cooler used for knowing
the reasons for using it market share of Videocon air cooler, consumer opinion a
bout the Videocon air cooler. Future demand of the product and to provide suitab
le suggestions for Videocon company to improve the market share and to enhance t
he consumer satisfaction. MARKET COMPETITORS OF AIR COOLER: In Shimoga city 4 br
anches of air cooler are available namely, Videocon, Symphony, Usha, Crompton Gr
aves. All the companies of these 4 brands have appointed dealers to sell their p
roducts. All the 4 brands are slightly differ in prices, sales and other feature
s. Each one of the brands are come with attractive colors and sizes. Videocon of
fers

its product prices from the range of 3500 to 8500 in between these ranges there
are 5 models are comes. The prices of symphony are from Rs. 2750 to Rs.7500, 10
models are come under this range. From the questionnaire it has In this study th
e that why consumer opinion are collected through questionnaire. founded consume
rs by Videocon air cooler and why they choose particular model and their opinion
about the company etc. Among 100 respondents 55 percent samples has been used t
o collect from existing customers and remaining 45 percent are used for potentia
l customers who are intend to purchase. Sales of Different Air Cooler: Year Comp
anies Videocon Symphon 105 163 209 231 708 y 40 62 43 147 342 Crompto n 38 56 79
173 Usha 30 45 75
Videocon air cooler
2003-04 2004-05 2005-06 2006-07 Total
Source: company Dealer. The above table shows that in 2003-04 the sales of Video
con air cooler was 105 pieces. In 2004-05 it was 163 pieces. In case of symphony
it was in 2003-04, 40 pieces, but in 2004-05 it was 62 pieces. Market share of
Air coolers in Shimoga City:

Videocon air cooler
Name Videocon Symphony Crompton Greaves Ortem Metro Usha Un branded Total No of
respondents 32 10 05 03 02 03 55 Percentage of total 64 18 7 4 3 4 100
From the above table market share of Videocon is more than half of the total mar
ket of all other air coolers. Purchase of Videocon air coolers on the basis of I
ncome group: Income group in Rs. No of respondents (Rs. Per month) 5000-10000 10
000-15000 15000-above Total Among 55 6 10 16 32 respondents, 32 Percentage of to
tal 17 33 50 100 respondents have
Videocon air coolers. So here it has calculated the percentage for 32 respondent
s. Classification on the basis of purpose of usage: Purpose Home Shop Office Tot
al No of respondents 6 10 16 32 Percentage of total 16 34 50 100
From the above table it is clear that 50 percent of customers are purchased air
cooler for the purpose of

their office us, and 34 percent of customers were purchased air cooler for shop,
and for home purpose it is 16 percent. Consideration of Air cooler by customer:
Features Comfort Luxury Essential Total No of respondents 20 5 7 32 Percentage
of total 60 18 22 100
Videocon air cooler
The table shows that 60 percent of customer consider air cooler as comfort, and
18 percent of customer treated, it as luxury and 22 percent of customer consider
air cooler as essential for Shimoga climate. Media through which the consumer c
ome to know about Videocon air cooler: Media No of respondents Press 2 TV 13 Out
door 3 Dealer 4 Friends and relatives 10 Total 32 Percentage of total 6 40 8 11
35 100
The above table
ler. 40 percent
f customer have
Excellent No of

shows that the T.V. and friends and relatives plays dominant coo
of customer have to know air cooler through TV. And 37 percent o
to know air cooler through their friend and relatives. Features
respondents 8 Percentage of total 26

Videocon air cooler
Good Fair Poor Total 14 7 3 32 40 33 11 100
The following figure shows that 40 percent of customers are opinion that the aft
er sales service provided by the company is good, and 33 percent of customers ar
e opinion that the after sales service is provided by the company is fair. But o
nly 11 percent of customers are dissatisfied by the after sales service facility
of the company. Classification of opinion Classification on the basis of prefer
ence of feature Features Trolley Louvers Movements Water Level Indicator Ice tra
y Total No of respondents 9 14 7 2 32 Percentage of total 24 44 20 12 100
The above table convince the features perform once by the customer, 24 percent c
ustomer prefer trolley, out of 55 respondents, 22 respondents that is 44 percent
have prefer mechanical movement of Louvers, mechanical draining etc., Classific
ation on the basis of Influencing factors: High Moderate Low

Videocon air cooler
Features No Res. Price 14 Performance 26 Style and Colour 15 After sales 24 serv
ice Brand image Financing Recommendatio n by other 27 8 5 of % 38 80 48 71 82 29
11 No Res. 6 6 10 5 3 7 1 of % 13 20 31 16 11 16 6 No Res. 12 0 7 3 2 17 26 of
% 49 0 21 13 7 64 82
Features Satisfactory Un Satisfactory Total
No of respondents 19 13 32
Percentage of total 60 40 100
According to the table, only 60 percent of customers satisfied with the performa
nce of Videocon air cooler. 40 percent are satisfied by the working of air coole
r. Feature demand for air cooler in Shimoga city (Survey of Potential customers)
Brands Videocon Symphony Cromption Usha Total No of respondents 20 14 7 4 45 Pe
rcentage of total 47 40 9 4 100
Among 100 respondents 45 respondnets are potential customers. Their opionion is
different from the existing customer. According to the above

table 47 percent of customer have been interest to own an Videocon air cooler an
d 40 percent of customer have interested to buy symphony air cooler and 09 perce
nt of customer are shows interest to purchase Crompton graves. Usha and other br
ands have lost significant to attract customers towards them. Factors consider t
o buy the air cooler: High Features No Price Style and Colour Brand image Res. 9
28 30 of % 13 73 80 No Res. 5 11 9 of % 6 23 14 No Res. 25 6 6 of % 64 3 6 Mode
rate Low
Videocon air cooler
From the above table it is clear that 80 percent of the prospective customers ha
ve consider this factor, and 73 percent of customer consider style and colour. 3
0 percent of customer take in to consideration of price factor while buying an a
ir cooler.

Videocon air cooler
COMPANY PROFILE History of the company "Bring home the leader" a familiar slogan
for Indian people. Starting with a Rs. 60 lakhs loan from late N.M Dhoot in 197
4. It was started with the name Videocon Ltd." A Single company but now it has b
een grouped in to 5 flag ships. It has been discussed latter. Being India as one
of the largest democratic country in the world. It also industrially large. The
new economic program had developed to create better awareness about India exp0l
1s variety of product all over the world" acquired some prestige. Videocon is on
e of the consumer electronic giant of India. Videocon has made its mark with hom
e appliances with future that match the best in the world. In the Indian market
the products of Videocon branded gets more demand because of its quality and mor
e reasonable prices. Now Videocon growing a largest group of consumer made in In
dia" label is no longer looked down upon. It has in fact

electronic in India. Videocon plants are state of the art marvel of automated te
chnology and its collaboration with world leader gives it a constant infusion of
new generation technology. Plant situation The main manufacturing unit is situa
ted in Aurangabad of Maharashtra state. In Aurangabad it has set up the large pl
ants on the total area of 300 acres to make colour TV, Air conditioners, refrige
rators etc., and small units .:ire in Ahamednagar here Audio Products are manufa
ctured. Black and white TV units at Gandhinagr of Gujarat and one colour TV fact
ory near Attibele of Bangalore. The factory is located at 14 km from Aurangabad,
the main branch and lead office is located .at Nariman pint, Bombay. There are
62 Branch offices of the company through out India. The manufacturing unit of Vi
deo con has its own PCB assembly quality control facility and F.B.T. testing uni
t. The capacity of manufacturing unit is 900 workers are working with thousands
of machines. The Videocon group The principal companies of the Videocon group ar
e the following Videocon International Limited. Videocon international limited,
the company is the flagship of the Videocon group of companies (the "Videocon Gr
oup"). Which was founded -, 1985 by the late Mr. N.M. Dhoot and his family.
Videocon air cooler

The company is one of India s leading consumer The company manufacturers (using
its
Videocon air cooler
electronic and household electronic appliance companies. integrated manufacturin
g facilities) and sells colour and Black and white TVs and audio products. It al
so sells washing machines, refrigerators, and air conditioners. VCRs and VCPs ma
nufactured by other companies in the Videocon group. The company s registered of
fice IS at Auto Cars Compound, Adalat R.oad, Aurangabad, tv1aharashtra. The comp
any was initially engaged in the assembly of colour and black TVs. At its produc
tion facility at Chitegaon near Aurangabad. Using components procured domestical
ly and overseas. In September 1989, the company entered into a technical Corpora
tion collaboration ( Toshiba) agreement of Japan with to Toshiba the : relating
1anufacture of electronic tuners for colour TVs. In the same year, the company s
et up manufacturing facilities for and commenced production of electronic tuners
and assembly of fly back transformers ( FBTs ) for use in its Colour TVs at its
chitegaon plant. The FBTs were manufactured In collaboration with Murta manufac
turing co. Lts., ( Murta ) of Japan. In mid 1991,. the company established at Ga
ndhinagr in Gujarat. ?roduction facilities for and commenced the manufacture of
picture tubes for use in its Black and white TV s. The company formatted its rel
ationship with Murta in November 1991 by entering

into
FBTs.
The
company in
currently at
Videocon air cooler
operates two chitegaon or near
production Gujarat.
facilities
India
Aurangabad in maharashtra and at Gandhinagar in The technical collaboration assi
stance agreements which the company has with Toshiba, Murat and Tanashin Benki p
roducers for the relevant company to furnish the company with design information
for production facilities. Design and recommended brands and models for plant a
nd equipment and design and assembly specifications for Basic product models. Th
e company believes that the chitegaon site has an annual capacity of approximate
ly one million audio products, 4,00,000 colour TVs, one million Black and white
TVs and one million electronic tuners, FBTs and ATDNS. At current manpower level
s, the chitegaon plant has capacity to produce approximately 6.00.000 audio prod
ucts, 4,00.000 colour TVs FBTs and ATDNs, Videocon was the first Indian company
to introduce in picture in picture, turbo sound, surround sound in colour TV s,
largest screen sizes, the full flat square tube, Bazooka technology and the free
dom screen affordable high quality range of colour TVs for the price conscious c
onsumer. The plant has a floor area of approximately 1.6 billion square feet and
site area of approximately 130 acres and the company owns the freehold title of
site. VAL manufactures automatic and semi automatic washing machines, refrigera
tors, and air conditioners at its plant at chitegaon, It sells all of these prod
ucts to the

company.
Videocon air cooler
VAL has a technical assistance agreement with Matsushita, the manufacturer of "n
ational" Brand name products, for the manufacture of washing machines. It also h
as acquired technical designs for the manufacture. refrigerators and air conditi
oners from Matsushita. VAL manufactures electrical and electrical appliances lik
e. refrigerators, washing machines, and air conditioners. The group company- Vid
eocon international, markets the manufactured by VAL. For financial year 2000, t
he company has performed exceptionally well. The turnover (net sales) for the sa
id period increased by 46% to Rs 8.08 bn, which was above the targeted growth of
25% year after year. Videocon has a 25% market, share in washing machines and
a leader in the non-frost segment of refrigerators, over the years the company h
as moved up the value chain in both refrigerators and washing machines, the refr
igerator market is estimated to be around Rs 22 bn while the washing machine mar
ket to be around Rs 9 bn. During April 2000 the direct cool segment has recorded
5% growth while the most-free segment grew at around 16%. The Air conditioning
(Ac) sector(Rs. 14.7 bn) is still considered a luxury industry therefore subject
ed to high duty structure. This has obviously effected industry growth. Demand f
or AC. Is highest around Maharashtra, a highly industrialized state with Mumbai
alone accounting for 20% of the demand. Demand growth has slowed down considerab
ly in FY 98

and
FY
99.
Reasons
attributed
Videocon air cooler
are industrial and
economic slowdown, tight money supply, early monsoon etc, with higher growth of
disposal income, thanks to the fifty pay commission. Videocon Narmada Electronic
s Ltd: VNEL was incorporated in March 1990 by Gujarat Narmada Valley Fertilizer
Co., Limited ("GNFC") The Videocon group acquired a shareholding in VNEL in 1992
. VNEL has set up a plant at chavaj. Gujarat state for the manufacture of glass
shells for colour TV picture tubes and class bulbs for black and white TV pictur
e tubes in technical collaboration with OI-NEG Inc., of united states. The total
costs of the project is Rs 3.634.00 thousand (US $ 116.130 thousand) and it has
been successful completed and commissioned in early 1994. The Videocon group, w
ith the objective of backward integration, joined hands with Gujarat narmada val
ley fertilizers co, ltd., for the implementation of this 100% import substitutio
n project, the largest investment (450 crores) electronic component. The plant w
ith an installed capacity of 1.7 million glass bulbs for black & white picture t
ubes and monochrome monitor tubes is located at village chavai, district Bharuch
, Gujarat. Till 1994, Indian manufactures of (TV picture tubes were importing gl
ass shells, VNG is production has

replaced
these
imports,
thereby
Videocon air cooler
saving almost
Rs.
200.crores of precious foreign exchange every year. VNG has now surpassed the no
rms of performance guaranteed by the collaborator. Techneglas inc., USA and is o
peration the plant with 50% capacity utilization with efficiencies exceeding int
ernational standards. Videocon Leasing And Industrial Finance Limited. VLIF was
incorporated in September 1986. The Videocon group and the Dhoot family original
ly purchased their interest in VLIF in March 1991. VLIF is involved in the busin
ess of merchant banking lease finance, hire purchase investment activities. New
ventures a)Videocon petroleum limited ( VPL) capitalized at VS $ 20 million has
a 25 % participating interest in the Ravva offshore field with 109 million barr
els of recoverable crude and 1.5 billion m3 of natural gas. VPL has also bid for
exploration blocks that could yield over 1.0 billion barrels of oil. b)Videocon
power limited is implementing & coal basted 2x500 thermal power project at nort
h madras at an estimated cost of US $ 1.5 billion. ABB is the likely EPC contrac
tor. It is also proposed to captivity mine 4 million tone of coal, beneficiate t
he same and transport it by ship (750 kms ) to the power station site. c)Videoco
n - Holzmann is 50 : 50 venture of Videocon and

Phillip Holzmann to bid for B.O.T., B .O .O . and B.O.O.T., project in transport
, tourism and Hydro electric sectors.
Videocon air cooler

Videocon air cooler
d)Videocon is tied up with Detemobil of FR 4 and is bidding for providing cellul
ar telephone services in India, Videocon is also bidding for providing basic tel
ephone services with a giant European operator. e) Videocon is staring its offic
e automation division for manufacturing / distributing cellular telephones, page
rs, laptops, note books etc., special shopping plazas stocking Videocon branded
/ Videocon distributed products are being set up in the metros and other large c
ities. Market Share Of Videocon Company Black And White TVs: Toshiba started in
1952 with B/W TVs is today a leading innovation of technology. Videocon started
its production in 1894 was achieved leadership status in the country. Videocon t
oday enjoys a vanguard position by virtue of its marketing, technical and financ
ial strengths. We can notice the share of Videocon black and white TVs are more
than other competitive brand (which have been coded A,B,C,D in order to disclose
their identies ) holding 145 % of the market share. Items Rs. In Crores Percent
age Materials 651.31 71.50% Other expenses 150.25 16.40% Employee expenses 14.89
1.63% Depreciation 11.28 1.23% Interest 20.41 2.23% Income tax 4.00 0.43% Divid
ed 14.71 1.60% Reverses and surplus 48.62 5.32% Today, India is a dominant polit
ical & economic force

to reckon with the international scene. New liberalization policy have opened up
the nations economy. Industry has been de licensed. The rupee is fully converte
d into trade account. Approved foreign direct investment leave grown to $ us bil
lion and inflation is down from 16 .5 % to 8.3% quite clearly India means busine
ss. The 240 million strong middle class constitutes the largest single emerging
market in the world. Today, the company identified exports as a major thrust are
a & has a recognized trading house its products are exported to Europe, Russia m
iddle east and S.A. Other Events Of Success:1984: A Colorful Year: 1984 India s
first truly class colour television was launched by Videocon International ltd.,
though a technical tie up with Toshiba corpor ation of Japan. 1988: A Star Was
Born: Promoted by Videocon group, Videocon appliances Ltd, was incorporated in
1988, with a proven track record, Videocon home appliances division has become a
prince played in washing machine, no-frost refrigerators, air conditioners etc.
1989: New Horizons: The Videocon group promoted Videocon VCR Ltd, through techn
ical and financial tie-up with Toshiba
Videocon air cooler

corporation Japan, for the manufacture of sophisticated VCR s & VCP s.
Videocon air cooler
1990: Import Substitution: Videocon Narmada Electronics ltd., a Rs 400 crore TV
glass still plant, another joint venture promoted by the Videocon group for 100%
import substitution in technical collaboration with world renowned with Ol-NEG
products inc. USA. 1991: Leasing And Financing: Videocon leasing and financing h
as been promoted by Videocon group. The company is engaged in financial services
, viz., Hire purchase, leasing etc., 1995: Steps Towards Diversification - Petro
leum: The Videocon "group has entered into an agreement for exploration of oil a
t Ravva petroleum field in Bay of Bengal, Australia and ONGC. This project is on
stream and a commercial product for has already begun. Videocon has endovered t
o not just make world class products using the most advanced technologies but to
bring the culture of convenience entertainment and comfort into millions of Ind
ian names. Videocon today is a household name across the nation. TV

Apart from this, Videocon is the first Indian company on par with the world s fi
nest electronic companies, having won CE or CE approval for exporting its colour
TV and Europe. The CE mark is awarded only to products which conform to the hig
h standards of the European community quite clearly "VIDEOCON IS A KING-LEADER"
To take up new challenges, to stand tall, to blaze an trail across the world. In
deed, the king is on the move. AGENCY AT A GLANCE: Name Type of Organisation Dat
e of Birth Partners : Prakash Electric Company : Partnership : 05-09-1985 : Mr.
Surya Prakash Mr. Ashok Mr. Harish Mr. Suresh Mr. Rajesh Location Name of Activi
ties Working Hours Number of workers Branches : Ambalpady : Retailing : 9 am to
6.30 p.m. : 35 : “Harsha” - Udupi “Harsha” - Mangalore “Harsha” - Shimoga Introduction and H
istory: M/S Prakash Electric Company is one of the units of
Videocon air cooler

Prakash Group companies. It was situated in Ambalpady. 1985 with Registration No
.30203691 Karnataka Sales
Videocon air cooler
It was established and started its operation on Its April
M/S Prakash Electric Company was formed under the partnership of Mr. Surya Praka
sh, Mr. Ashok, Mr.Suresh, Mr. Harish and Mr.Rajesh. The main idea behind startin
g this concern was to deal in domestic and irrigation pumps of the best quality
.In its preliminary stage, the company dealt with only best pumps and with gears
. Later the dealing was extended to TVs kitchen appliances, Refrigerators, washi
ng machines, VCR S / VCP S, Air coolers etc .. On 9th march 1987, it opened a re
tail show room under the name HARSHA" (which seems to be the first letter of the
names of all the five partners ), at Church Complex, K.M. Marg, udupi. In the y
ear 1992,an another branch was opened in Mangalore. On 12th October 1998. One mo
re branch emerged at S.H. Road Shimoga. Harsha deals in all types of electrical
appliances and house hold attraction. Oa r g nization: is a large scale retail o
rganization articles. It is very well recognized on " the house wives dream shop
". It has become the center of
"Harsha"

resembling a departmental store. Comprising of different line of goods such as w
ashing machines, TV s, audio’s, Home appliances, water heaters etc. To deal with w
ide range of products "Harsha" is well versed with qualified and well trained wo
rk force. Control of the firm: Prakash electric company is a partnership firm an
d the partners are 1. Mr. Surya prakash 2. Mr. Ashok kumar. 3. Mr. Harisha. 4. M
r. Suresh. 5. Mr. Rajesh. All the partners are working partners control rests of
all of teem. No major decision can be taken without the unanimous of all the pa
rtners. MANAGEMENT OF THE FIRM: Law confers every partner, the right to take an
active part in the management of the firm s affairs. But in prakash electric com
pany, Mr Surya prakash is the managing partner of the firm. He looks after day t
o day operations of the firm, manager the affairs of the firm to the best of his
skill, knowledge and ability and for the greatest common advantage of the firm
or well on the partners. He is representing the firm in all circumstances and ha
s the power to negotiate, enter in to an agreement, to keep correspondence and t
o sign for and on behalf of
Videocon air cooler

the firm. OBJECTIVES OF THE PARTNERS: 1.
Videocon air cooler
Earning adequate profit.
The firm is aimed at earning that margin of profit, which is sufficient need the
cost of running the business. 2. Attraction of consumers: The firm tries in eve
ry possible way to attract the consumers. For this it makes substantial investme
nts 0n advertising and sale promotional activities.

3. various
Providing the consumer the branded goods of
Videocon air cooler
companies, of course, in different colours. Qualities etc. 4. 5. Making prompt,
regularly & timely payment of taxes. Establishment of a democratic & socialistic
society by living special attention to the weaker and neglected sections of the
society and by ensuring social justice. 6. 7. 8. 9. Avoidance of profiteering c
leanliness and within anti and -social practices. Maintenance outside premises D
evelopment of human recourses. Contribution bonds towards this amount social is
welfare used by by the
investing in Government government for the welfare of the society. SALES PROMOTI
ONAL EFFORTS: Special offers and free So on to meet the Growing needs of the con
sumers and to increase sale the company makes grand offers viz. a) Annual grand
sale: Every year on 9th, 10th, and 11 th of march "Harsha" undertaken grand sale
s where in goods are sold at great margin of discounts. Exciting contests will b
e held for purchases made over and above Rs 4000 and free gifts

will be given to everyone taking part in the contest. Free gifts may range from
T-shirts to washing machines, almerahs, etc., This annual sale is in fact undert
aken as Harsha s birth anniversary sale. b) Monsoon Dhamaka: This grand sale is
made during the month of June c) Diwali grand sale: In the midst of colourful li
ghts and crackers this sale is conducted. HARSHA AS A CHANNEL OF DISTRIBUTION: M
/s. Prakash electric company acts an a middleman for numerous manufacturers. The
y are functional middleman i.e. large scale retailers. They buy goods from the m
anufacturers in large quantities and sell them to dealers and consumers in small
lots through their showroom. As it is a large scale retail organisation it is c
oncerned not only with the function of buying and selling goods. The other impor
tant functions performed by M IS Prakash electric Co., are :Assembling goods fro
m various suppliers:It collects different varieties of goods from different supp
liers and assemble them in the show room for sale to dealers and consumers. Esti
mation of consumer demand:
Videocon air cooler

The company estimates the consumer demand with the help of item wise sales analy
sis, estimates future sales and places orders accordingly. Dispersion: Goods-col
lected and held in showroom are distributed and sold to the dealers and consumer
s who are widely scattered over different areas to meet their needs and requirem
ents. Storing: The goods are purchased are stored in warehouses to protect them
from all sorts of deterioration. Also they hold records of stock and maintain in
terrupted supply of products to consumer in all circumstances. Risk Bearing: The
company after purchasing goods from the suppliers bears the risk arising out of
change in demand or taste and preference of buyers, fire, theft disteriration a
s long as they are not sold. SERVICEOFFERED BY THE COMPANY: • The company keeps re
ady stock of varieties of products so consumers can buy varieties products whene
ver they need. • The company bears more risk than the dealer it saves the dealer f
rom risks connected with price fluctuations or any natural calamities. • Many deal
ers buy goods or credit and make the payment when their customers clear their ac
counts this company enables the dealers to carryon their
Videocon air cooler

trading with minimum working capital.
Videocon air cooler
• The company acts as un innovator by bringing to the notice of consumer s new pro
ducts introduced in the market. • The company provides some useful services to the
dealers and consumers like free home delivery, credit facilities for purchasing
etc., to keep them in connection with the business. • Since the show room “Harsha"
is having various department each having a single line of products it server mos
t of the needs of the consumers at one single place.
MARKETING MIX OF VIDEOCON : Marketing mix is the combination of 4 controable fac
tors of marketing, viz, product, price, promotion and physical distribution. The
idea of "Mix" of marketing functions was carried by prof. Niel. H. Borden of Ha
rward Business School. According to him "The marketing mix refers to the appoint
ment of efforts, the combination .The designing, and the integration of the elem
ents of marketing into a program of mix which, on the basis of an appraisal of t
he market forces will best achieve the objectives of an Enterprise". The major e
lements of marketing mix are • Product Mix

Videocon air cooler
• Price Mix • Promotional Mix • Distribution Mix Modern marketing is consumer oriented
and the marketing is the organization. The marketing mix is a plan designed to
achieve the marketing problem. According to Kotlar "marketing mix is defined as
" "the set of controllable variables that the firm can use to inf1uence the buye
rs response". It is marketing mix which enables management to take care of needs
, requirements and occupation of the identified consumer.

PRODUCT MIX OF VIDEOCON : main characteristics namely :1. Width which 2. 3. refe
rs to
Videocon air cooler
The product mi>s of firm has three the number of
product lines of company s. Depth refers to the number of items in each product
line. Consistency requirements. refers Before to the the production product is
introduced, the firm has to decide: 1.Product lines to be offered - qualities an
d designs and also services 2.Market to sell - Whom, when, where and what in qua
ntity. 3.New product policy -Research and development program.

Videocon air cooler

Product mix includes Product mix Videocon: • Branding
Videocon air cooler
• Product warranty of• Packaging & labeling • Service facilities

Videocon air cooler

Quality is an attribute which is essential for a product to survival in the mark
et. The Videocon air cooler reflects this attribute in every step. The air coole
r is one of the delicate product. Because it always contain water. i.e. inside o
f air cooler is always wetting if inside material used in air cooler are not goo
d quality there may be some possibility of it will be lost its life. So Videocon
give much emphasis on its quality products by using good quality of materials.
Branding of Videocon air coolers: Videocon air cooler are manufactured under the
brand name :-“KENST AR". Now Videocon product are being manufactured internationa
l narmada under Ltd., the categories Video con Videocon appliances. Videocon
Videocon air cooler
electronics ltd for all products the common
brand name is Videocon. There is no trade mark or trade symbol for Videocon appl
iances products. The trade mark for Videocon T.V and audio products is tiger mar
k. Videocon air cooler are available in 5 models with different size but each mo
del have only one particular colour. PRODUCT WARRANTY: A warranty is an assuranc
e to the quality and performance. It is a written guarantee of the intrinsic val
ue of the products. Videocon company given two year warranty to Videocon little
cooler. And 1 year period if any problem of

repair is arise their warranty card support money back guaranties or free repair
guarantees. Packaging and Labeling Packaging is most important factor in the pr
oduct mix. Package gives protection to the product against external shocks and p
rotect from damaging which may be caused at the time of transportation. For air
cooler packing is necessary because the air cooler has a delicate body. While tr
ansporting it may get damaged. To avoid the external stocks they pack the cooler
with thermo cool sheets and cover with thickest plastic sheet then it is put in
a strong box and tied with hard taper. Label given the full information about t
he product. It may be attached directly to the product. It is quoted on the pack
age. Label including brand name, product name, price of the product, length, wei
ght, direction to use the product contained measures etc. In Videocon air cooler
they do not attach the label directly. They give manual along with the product
there manual contain all necessary information s about the product. 5ervice Faci
lity: After sale service is another factor which most of all companies provides
for their customers. It includes free service during the guarantee period and t
here after at lower charges. It includes repair spare parts and maintenance.
Videocon air cooler

Videocon air cooler
Pricing Mix of Videocon Company: Videocon company fixes the prices for it s prod
ucts on the basis of manufacturing charges, cost, transportation taxes, charges,
distribution various
manufacturing profit, advertisement cost, maintenance cost, packaging service ch
arges, warehouse charges, labour charge. It includes dealer margins competitive
prices of similar models also be taken in to consideration for fixing the proces
s of air cooler. Apart from the charges, local charges, Transports to showroom a
lso included. The dealer s price and maximum retail price of the air cooler are
fixed by the company. PRICES RUPEES): Models Prices 9704 Turbo Cool 6860 9705 Tu
rbo Cool Junior 4810 9702 Little Cooler Plus 3365 9802 HK Tall Cooler 4260 These
prices includes dealer margin, which of 10 percent to 15 percent margin, the pr
ices of air cooler of Videocon is different from region to region and state to s
tate, because the price includes the transportation and distribution cost. DISTR
IBUTION STARTEGY : Physical distribution consists of all activities concerned wi
th the right amount of right product to the OF VIDEOCON AIR COOLERS (IN

right place at the right time. Distribution of consumers products begin with the
producer and ends with ultimate consumer between these two there usually at lea
st on e middlemen, a retailer. Videocon time in this company process adopt the g
ood distribution move from technique to. reach its products to its customers at
right p1 oduct manufacturing unit to branch office, from branch office to the de
alers or commission agent then these dealers sell it to the customers. Now the c
ompany supposing to appoint the middle agent or distributor in each branch offic
e to facilitate easy and quick distributor of its product. It is because the rap
id increase in demand for its products. Channels of Distribution: The dealership
is given on the basis of financial position of the dealer. Bank surety, spaciou
s showroom to display the products, god own experience of the dealer etc. In Shi
moga city four dealers and a commission agent are selling Videocon products. But
now, from one year some other dealers are also, started to sell Videocon produc
ts. Promotion Strategy: Promotional creation and is an exercise of 111 informati
on, Once the persuasion and influence. Promotion involver the expansion demand.
product is decided introduced, its price in the market is decided, then product
need the demand from
Videocon air cooler

customers for it s run and this is done through various methods of promotional m
ix. The "Promotion Mix" is the combination of all promotional activities which a
re help an organization to achieve its marketing goals. The statement Nothing h
appens until somebody sells something". Express rather than well the place of pr
omotional activities in today s business situation. Promotion mix includes Perso
nal Selling: Personal selling is the art of persuading people to purchase goods
which will give the lasting satisfaction by using methods which consume the leas
t time and effort. It is an ability to remove ignorance, doubt suspicion and obj
ection concerning the usefulness of the product. Advertising: Advertising is imp
ersonal method of communicating message to prospective buyers, through printed o
r outdoor media which may be purely visual , such as news papers, magazines or m
edias like radio & television. Videocon personnel advertise in their products in
T.V. newspapers, Magazines, in their advertisements they use the slogans "SMALL
PACKAGE BIG DEAL, BRING Personnel Selling Advel1ising Sales promotion Publicity
Videocon air cooler

HOME THE LEADER, THOSE POWER TO COOL FASTER" ,etc.
Videocon air cooler
The advertisement budget of the company varies from 5 percent to 18 perce of the
turn over. According to a nt advertisement are chief officer of Videocon the T.
V. emphasis on T.V. advertisements. In HARSHA they advertise through leading new
spapers, banners, hoardings & percent of expenses posters. They also conduct are
given by company and exhibitions once in a year. For local advertisement 65 rem
aining 35 percent is to be covered by the dealer.
effective than other media, so they have given more

Videocon air cooler
SUMMARY OF FINDINGS:1. The rate of sales Videocon air coolers has been decreased
gradually from year to year. From the study it is due to low performance of Vid
eocon air cooler. But in case of symphony the rate of sale has been increased. 2
. Form the survey it has been found that Videocon air cooler has more than half
of the total market share. i.e. 64% and symphony has 18% of market share. 3. Fro
m the study it is found that customers are purchase air cooler mainly for 3 purp
oses. Hence 61 % of customers were buy air cooler for office use and 27% of cust
omers were purchase it for the purpose of shop and very low percent of air coole
r are use for domestic purpose. 4. According to the customer air cooler can be c
ategorized on the basis of their convenience they categorized it on for comfort,
luxury and essential, maximum number of respondents were felt that air cooler c
an be used for their comfort. 5. Customers are ranked the different air coolers
according to their preference. From the survey it is found that Videocon has got
Its rank & symphony has got 2nd rank. 6. In promotional activities T.V. Plays t
he dominant role to push the Videocon air coolers in the

market. 35 percent of respondents come to know about Videocon air coolers throug
h T.V. media. 7. Maximum percent of customers are felt that the offer sales serv
ice provided by the company is good. But 26 percent of respondents are felt that
it is poor. 8. 80 percent of the customers were induced by the performance fact
or to buy Videocon air cooler. It means that while buying an air cooler almost a
ll people take into account of performance of the air cooler. 9. According to th
e survey 58 percent
Videocon air cooler
of
respondents were satisfied by the performance of the Videocon air coolers remain
ing 42 percent of customers were dissatisfied by the Videocon air coolers. 10.Fr
om the survey it is found that in the future 47 percent of customers will be pre
fer Videocon air coolers. It is noted that, it will be real if Videocon improve
the performance of the air cooler. An air cooler is essential goods of the Shimo
ga climate. It is found in the survey that marketing strategy used by the Videoc
on is good but not up to the mark to face competition effectively. Videocon air
coolers would have prosperous future if they maintain good marketing strategy. T
he symphony air coolers will be the future competitor for Videocon air coolers.
According to the survey it is observed that the durability and performance of

Videocon air coolers are not so good as compare to
Videocon air cooler
symphony air cooler. From the first view it seems that the Videocon air cooler m
oving in the market on the basis of its brand image. SUGGESTIONS: If the company
adopts following suggestion In its activity it would successfully compete with
other air cooler. 1. Most of all respondents felt that the performance of the Vi
deocon air cooler is not so good. So the company should take necessary measure t
o improve the performance of the air cooler. 2. The percent promotional activiti
es are not sufficient to promote the sales because symphony a one of the main co
mpetitor for Videocon air cooler had adopted good promotional activities by goin
g frequent advertisement in print and T.V. media. 3. There are limited colours i
n present Videocon air cooler model. There colours are fail to attract customers
, so they should introduce some more attractive coloured models. 4. he advertise
ment should give In regional language also then the customers will becomes famil
iar with the Videocon brand. 5. According to customer the water tank is as weak
as the water leaks. So the company should take necessary measure to improve stre
ngth of the tank.

6. Company
should
use
synthetic
Videocon air cooler
cooling pad
instead of hay which is presently used in some models has will be cause bad smel
l. 7. The company should give more importance to the outdoor advel1isements i.e.
, posters, hoardings, pamphlets etc. 8. In Shimoga some dealers sell other brand
s of air cooler along with Videocon air cooler. If ti1ey deals only with Videoco
n cooler then there is a possibility of increases sales. 9. Now the company is e
ntering in to new ventures, of course, though it is a inevitable decision. The c
ompany should not lose interest in the field of consumer electronics. 10.The com
pany have to change its existing models and should introduce well improved new m
odels. 11.The company should have a system of regular and frequent visit and of
contact with the dealer as these contact would keep the goodwill of the dealer.
12.To meet the growing demand for the Videocon products the company should incre
ase the size of the sales force. 13.It seems by the survey that the after sales
service is not so good so the company should take remedial -service. action to p
romote the after sales

Videocon air cooler is the market leader now to maintain this position the compa
ny have to understand consumer behaviour, competition trends in he markets techn
ological change etc. Now the customer consider air cooler as and luxurious goods
but in nature this trend may change and replace to that they will be consider i
t is an essential goods. If Videocon have not put interest in air cooler product
s the resent position will be occupied by symphony .So the company should take r
emedial action which are mentioned above and keep it s no. 1 position in the mar
ket.
Videocon air cooler
62

Videocon air cooler
CONSUMER QUESTIONNAIRE Videocon air cooler Dear respondents, I request you kindl
y to answer these questions. I will be thankful if you could spare your precious
time in answering these questions. 1. Name: 2. Address: 3. Occupation: a) Govtservant c)Agriculturist e)others 4.monthly income: a)5000 to 10000( ) c)15000 an
d above( ) 5.Do you own an Air cooler: Yes( ) which brand c) usha ( ) No( ) do y
ou preferred? b) Symphony ( ) d)others ( )
63
b)Businessman d)student
b)10000 to 15000( )
6.If you are planning to purchase a air cooler a)Videocon( )

7.What is the reason for buying the particular Air cooler a)Brand name ( ) c)Qua
lity ) g) Others ( ) 8.Do you consider air cooler as a) Luxury ( ) b) Comfort (
) c) Essential ( ) d )others ( ) 9.Do you have /want your air cooler at a)Home (
) b) Shop ( ) c) Office( ) 10.You got know more about air cooler through a) T.V
.Advertisement ( ) b) Dealers ( ) c) Friends & relatives ( ) these features? a)
Trolley ( ) indicator ( ) 12.Are you satisfied with performance of Videocon air
cooler? {if you already own a air cooler} a) Yes ( ) b) No ( ) 13.After sales pr
ovided by air cooler is ? a) Excellent ( ) b) Good ( ) c)Fair( ) d)Poor( ) 14.If
not in what respect?
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Videocon air cooler
b) Price d) others
() ()
()
e)Status symbol ( )
f) Attractive features (
d) others ( )
11.Air cooler of your preference should have b) Ice tray ( ) d) Water level
c) Motorized operation ( )

a) Price ( ) b) Quality & Perfomance ( ) c) Colour ( ) d) Technical matters ( )
e) Others ( )
Videocon air cooler
15.Do you intend to purchase an air cooler a) Yes ( ) b) No ( ) 16.Any suggestio
n for improvement for videocon air cooler ______________________________________
_____ ___________________________________________ Date: Place: Signature
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