Team Epsilon_Role Play
Transcript of Team Epsilon_Role Play
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Marketing Management -II
Presented ByTeam- Epsilon
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Introduction Videocon was founded by Nandlal Madhavlal
Dhoot in 1987. It emerged as an industrial conglomerate with
interests all over the world. The group has 17 manufacturing sites in India and
plants in China, Poland, Italy and Mexico. It is the third largest picture tube manufacturer in
the world. Videocon group has an annual turnover of US$4.1 billion.
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SPECTRA OF BUSINESS
Consumer electronics
Home appliances
Oil and gas
DTH
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Major Competitors LG
Samsung
Onida
Sony
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OBJECTIVES
Analyze the reputation of Videocon T.V. in themarket.
Study Consumer behavior towards the brandVideocon.
Strategies to increase the brand reputation of Videocon in the market. Understand competitors in the the market.
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SWOT ANALYSISStrengths Weaknesses Opportunities Threats
High brandawareness.
Poor customerservice.
Videocon exploringwhole newsegments
Entrance of globalcompetitors.
Largest distributedmanufacturingbases across India.
Weak promotionalstrategy of CTV.
Entry to globalmarkets.
Increasingcompetition inhome market.
Price Player. Less focus onunconventionalchannels
Growing semi urbanmarket.
Brand reputation isdecreasing.
Global Presence. Fewer incentives todealers/retailers
Shifting brandloyalty to othercompanies
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Operational Results
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Operational Results
Poor Customer service Specifications is meet properly but no relevance
with customer Fewer margins to the distributor/dealer
Intact information across distributors and dealers No exclusive show rooms
Inventory is too high (CRT TV)
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Findings
For consumers service is very important.Beside convenience, service is key factor.
Poor relationship between the company anddealers.
Consumers are satisfied with the quality of Videocon CTV.
Branding to foray into premium segment In the high end segment Videocon is way
behind other companies
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Brand is not seen as preferred one forpremium segment
Decided to move to high growth category likemobile,D2h
Want to connect with young people
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Issues and challenges
Poor customer retention
People perception Technology upgradation rapid in market Competition with other brands
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Suggestion
Better scheme should be offered to retailers.Quality of advertisements should be increased
Ties up with finance companyImproving upon picture and sound qualityOffers and schemes should given to other times of the year alsoIncrease sharpness & improve contrast ratio.Rate stability is very important.Restructuring of prices so that the middle class segment can be
penetrated deeply.
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RECOMMENDATIONS Improve after sale service. Need to focus more on promotion of CTV. Establish better relationship with dealers and
retailers. Organize demonstrations and exhibitions. Focus on Technology Upgradation.
Enhance brand reputation. Open exclusive showrooms.
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Thank You..