UNIVERSITY OF MUMBAI

A PROJECT REPORT ON

“AFTER SALES SERVICE OF VIDEOCON COMPANY”

FOR THE DEGREE OF

BACHELOR OF MANAGEMENT STUDIES

SEMESTER V

SUBMITTED BY

MISS. SAILI A. CHODANKAR

UNDER THE GUIDANCE OF

PROF. JIGNA DHARIA

BHARATIYA VIDYA BHAVAN’S

JAYARAMDAS PATEL COLLEGE

OF COMMERCE AND MANAGEMENT STUDIES

KULAPATI K. M. MUNSHI MARG,

CHOWPATTY, MUMBAI – 400007

1
 ACADEMIC YEAR 2017 – 2018
UNIVERSITY OF MUMBAI

A PROJECT REPORT ON

“AFTER SALES SERVICE OF VIDEOCON COMPANY”

BACHELOR OF MANAGEMENT STUDIES

SEMESTER V

SUBMITTED

IN PARTIAL FULFILLMENT FOR THE REQUIREMENTS

FOR THE AWARD OF DEGREE OF

BACHELOR OF MANAGEMENT STUDIES

MISS. SAILI .A. CHODANKAR

SEAT NO: 2031779

UNDER THE GUIDANCE OF

PROF. JIGNA DHARIA

BHARATIYA VIDYA BHAVAN’S

JAYARAMDAS PATEL COLLEGE

OF COMMERCE AND MANAGEMENT STUDIES

KULAPATI K. M. MUNSHI MARG,

CHOWPATTY, MUMBAI – 400007

ACADEMIC YEAR 2017-2018

2
 DECLARATION

I, SAILI CHODANKAR student of the T.Y.B.M.S. Semester V (2017-2018) hereby

declare that I have completed the project report on “AFTER SALES SERVICE OF
VIDEOCON COMPANY”

I declare that this submitted work is done by me and to the best of my knowledge and
all the information collected from various secondary and primary sources has been
duly acknowledged in this project report.

DATE:

Place:

_______________________

SAILI A. CHODANKAR

________________________________________

BHARATIYA VIDYA BHAVAN’S

JAYARAMDAS PATEL COLLEGE
OF COMMERCE AND MANAGEMENT STUDIES
KULAPATI K. M. MUNSHI MARG,
CHOWPATTY, MUMBAI – 400007

3
 CERTIFICATE

This is to certify that Miss. Saili Chodankar, of Third Year B.M.S., Semester V
(2017-2018) has successfully completed the project report on “AFTER
SALES SERVICE OF VIDEOCON COMPANY” under the guidance of PROF. JIGNA DHARIA.

Date:

Place:

_________________

Prof. Vikram Shotri

(Course Coordinator)
________________

Dr. S. V. RATHOD
Principal

_________________

PROF. JIGNA DHARIA

(Project Guide/Internal Examiner)

________________

External Examiner
4
5
 ACKNOWLEDGEMENT

To list who all have helped me is difficult because they are so numerous and the depth
is so enormous.

I would like to acknowledge the following as being idealistic channels and fresh
dimensions in the completion of this project.

I take this opportunity to thank the University of Mumbai for giving me chance to do
this project.

I would like to thank my Principal Dr. S. V. RATHOD for providing the necessary
facilities required for completion of this project.

I take this opportunity to thank our Coordinator Prof. Vikram Shrotri as well as my
Project Guide Miss. Jigna Dharia, whose guidance and care made the project
successful.

I would like to thank my College Library, for having provided various reference
books and magazines related to my project.

Lastly, I would like to thank each and every person who directly or indirectly helped
me in the completion of the project especially my Parents and Peers who supported
me throughout my project.

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 INDEX

CHAPTER NO:- TOPIC PAGE-NO

1) INTRODUCTION TO 8
AFTER SALES
SERVICES

2) INTRODUCTION TO 9-14
VIDEOCON COMPANY

3) OBJECTIVES OF THE 15
STUDY

4) HISTORY 16-19

5) VISION & MISSION 20-21

6) CORPORATE 22
GOVERANCE
FOLLOWED BY THE
COMPANY

7) FUTURE PLANS 23-24

8) SWOT ANALAYSIS 25-26

9) CUSTOMER 27-29
SATISFACTION

10) AFTER SALES 30-36

SERVICES OF
VIDEOCON COMPANY

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11) RESEARCH 37
METHODOLOGY

12) FINDINGS OF THE 38-44

SURVEY
13) ANNEXURE 45-47

14) RECOMMENDATIONS 48-49

15) CONCLUSION 50

16) BIBILOGRAPHY 51

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 INTRODUCTION TO AFTER SALES SERVICES

Every business organization that comes into contact with the customer develops a
perception in the mind of the customer. Today, in this Competitive world every
organization needs to know the perception in the mind of the customers. In order to gain
mind share or heart share of customers along with the market share is the main lookout
For the organizations.

A sale is the first step to increasing your sales, not the last. Providing good after-sales
service shows your customers you want to build a long-term relationship with them, earn
their loyalty and keep their business.

Especially in consumer electronics sector, where the Products are more or less same, the
only way to leave positive impact on customer’s mind and to gain competitive advantage
is providing Best possible services to the customers. After sales service should be an
integral part of any companies’ sales strategy. A good After Sales service can with its
excellence help you gain market share, reduce after-sales related overheads on products
and services sold and most important of all key to customer retention. Most customers
will not make a repeat purchase or continue with a company’s services in case of a bad
experience.

Many companies underestimate the potential After Sales has for giving you a competitive
advantage. Customers expect a high-quality customer service, especially as they focus on
getting good value for their money and are willing to spend more with those that deliver
the best.

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 INTRODUCTION OF COMPANY
Brief Profile

Videocon is an Indian multinational with interests in Consumer Electronics,

Home Appliances, Colour Picture Tube Glass, and Oil & Gas. Videocon was
founded in 1987 by Nandlal Madhavlal Dhoot. At that time it used to manufacture
TV and Washing Machine. In 1989-90, Videocon started manufacturing Home
Entertainment Systems, Electric Motors & AC. Videocon entered Refrigerators
and coolers segment in 1991. In 1995, Videocon started manufacturing Glass
shells for CRT and in 1996 it ventured into Kitchen appliances and crude oil
segment. In 1998, Videocon started manufacturing Compressors & Compressor
Motors. In the year 2000, Videocon took over Philips Color TV Plant. In 2005,
Videocon took over 3 plants of Electrolux India and acquired Thomson CPT.
Today, it has evolved into a giant conglomerate with annual revenues of over
U$4.1 billion.

Videocon Industries Limited is a large diversified Indian company

headquartered in Mumbai. The group has 17 manufacturing sites
in India and plants in Mainland China, Poland, Italy and Mexico. It is the
third largest picture tube manufacturer in the world. The group is a US$5
billion global conglomerate. Videocon has various brands under its
portfolio.

Corporate Profile

The Videocon group's core areas of business are consumer

electronics and home appliances. They have recently diversified into
areas such as DTH, power, oil exploration and telecommunication.

Achieving Progress.
We will pursue the innovative technologies in the field of energy and electronics,
create products and services that will improve the quality of life realize the goals
of the world community and protect the environment.

Sustaining growth
We will be a source of pride to our business associates by ensuring mutual
prosperity and growth the implementation of forward –looking corporate

10
strategies, aimed at identifying the opportunities and responding intelligently to
the dynamic of change

Technology with a Heart

Committed to giving the customer the best the world has to offer, Videocon
has developed near zero wastage technology, which helps reduce the
manufacturing cist by optimizing material inputs. Coupled with quality
consciousness at every stage the customer benefits enormously by getting the
premium product at the affordable price.

The company currently manufactures Colour Televisions, black and White

Televisions Audio appliances like music systems, speakers, washing machines
etc. At its modern plant at Citegaon and Aurangabad, the company has also
undertaken complete backward integration to manufactures all the critical
important components of its product, such as Electronic Tuners, FBT’s ,
ATDM’s and Deflection yokes, there by reducing the cost , ensuring quality
control and becoming vertically integrated. It has set up a unit at Gandhinagar
in Gujarat for manufacturing Black and White Televisions pictures tubes.

First with the best.

Continuous up gradation and indigenous manufacturing has been and continues
to be the integral part of the company’s s philosophy. Perceived as an innovator
in its field, Videocon has notched up many exciting firsts, by exploring the
world’s advance technologies. In colour televisions. Videocon is the first
company to introduce Picture –in – Picture, Turbo sound, surround sound,
larger screen size, the full flats square tubes, Bazooka technology and the
freedom series: affordable high quality range of the products of colour
Televisions for the price conscious customers.

The heights of success.

Videocon group has some remarkable achievements to its credit, starting with
the successful absorption of sophisticated technology from Techneglas Inc.,
USA. The Color television glass shells manufactured by Videocon are with
par with the international standards and the picture tube made with VNG glass
has already received VDE approval. The facilities include a state-of-the-art
tool Room and Mould Shop to manufacture and maintain its mould
requirement. Having successfully established its 20 VIDEOCON, 19V, 23V

11
 Color televisions glass parts, Videocon has now developed the 20V 2R the
latest models.

Leadership through People.

Videocon lays grate emphasis on the training and development of its work
force providing every opportunities for growth and advancement including
training stints overseas.

MAJOR ACHIEVEMENTS OF VIDEOCON INDUSTRIES LTD:

• The largest panel production facility in the world under one roof providing very
high economies of scale

• One of the world's largest and most respected CRT glass manufacturers

• Firing the largest furnace of its kind in the world with a tank size of 3300 sq ft

• One of the few companies in the world to convert sand to TV

• One of the largest and most acknowledged CPT manufacturer in the world

• Manufactured India's first rust-free Washing Machine

Today the group operates through 4 key sectors:

1. Consumer durable
2. Thomson CPT
3. CRT glass
4. Oil and gas

Consumer Electronics, Home Appliances & Compressor manufacturing in

India
We enjoy a pre-eminent position in terms of sales and customer satisfaction in
many of our consumer products like Colour Televisions, Washing Machines,
Air Conditioners, Refrigerators, Microwave ovens and many other home
12
appliances, selling them through a Multi-Brand strategy with the largest
sales and service network in India. Our compressor manufacturing technology
in Bangalore further supports refrigerator manufacturing

Display industry and its components

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

Colour 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. Videocon will leverage on this synergy after the Thomson
acquisition to internally source glass for its CPT manufacturing increasing
efficiencies and lowering costs.

Oil and 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. The group has ambitious plans for expansion in this

13
14
15
 OBJECTIVES OF STUDY

The principal cause behind this project is to know that to what level customers
are enjoying and aware of Videocon products offered by the company and
what further improvement can be done in future in this area so as to get brand
awareness.

Objective:

To have an overview of Videocon.

To know the reputation of Videocon product in the market.

How the consumer preference toward the brand Videocon.

The main objective how to increase the reputation of Videocon brand

in the market.

To understand its competition in business.

How Videocon will create a good image in the market.

To understand the 4ps used by Videocon in business.

To study the attitude and behaviour toward the Videocon company.

To calculate the satisfaction level among the customer toward the

Videocon company.

To compare post Videocon post sales services with other companies.

To provides suggestion for improving the Videocon post sales services.

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 HISTORY

Videocon Leasing & Industrial Finance Limited, was incorporated on 4th

September, 1986 as Adhigam Trading Private Limited. In terms of the
necessary resolutions passed under Sec. 21 of the Companies Act, 1956,
the name of the Company was changed to Videocon Leasing & Industrial
Finance Limited on 14th February, 1991. The Company received a fresh
certificate of incorporation from the Registrar of Companies, Gujarat at
Ahmedabad on 14th February, 1991.
Adhigam Trading Pvt. Ltd. (ATPL) was promoted by Mr Indrakant T.
Parikh and Naishad I. Parikh in September, 1986 as a private limited
company and was initially engaged in the business of trading in paper
tubes. In September, 1988 the Company decided to diversify in the
business of lease financing, hire purchase and investment activities.

The Management of the Company underwent a change in the year 1990-

91 by way of transfer of equity shares to the Videocon Group. 1,00,000
Equity Shares of Rs.10/- each of Adhigam Trading Private Limited were
purchased by the Videocon Group at a premium of Rs.3/- per share in
April, 1991. The total consideration of Rs. 13 Lakhs was paid by cheques.

THE COMPANY & THE VIDEOCON GROUP

As detailed earlier, during the initial years the Companies in the Videocon
Group had placed business with VLIF leading to growth in its lease
financing activities. The group companies have increased the fund base of
the Company by infusing funds in form of share capital and unsecured
loans. As detailed in the Capital Structure, the promoters currently hold
75% of the paid up capital of the Company. The composition of
promoters holding is Videocon International Limited 14,90,000 Shares
(13.1% of VLIF's Capital), Videocon Appliances Limited 12,500 Shares
(0.1% of VLIF's Capital), the Dhoot Family and their friends & associates
70,10,000 Shares (61.8% of VLIF's Capital). As detailed earlier, the post
issue holding would be of the order of 25.50% of the post issue capital of
Rs.33.375 Crores (assuming that all the OCDs are converted @ Rs.150/-
per Share and Equity Shares are issued against all the outstanding
warrants).

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 2005

 Videocon acquires entire stake of Electrolux India on July 07, 2005.

 Videocon Industries Ltd has informed that the Company has completed
placement of 94,10,145 Global Depository Receipts (GDRs) at the price
of US$ 10 per GDR, aggregating to US$ 94.10 million on Private
Placement Basis to AB Electrolux (Publ). Each GDR represents one
underlying equity share of the Company.
 Videocon takes over Hyundai Electronics.
 Videocon wins exploration rights for Nigeria oil block.

2006

 Videocon Industries enters into MoU with GAIL.

 Videocon Industries launches new range of washing machines.
 Videocon signs pact with Oilex for NELP block bids.

2007

 Videocon Industries has bought Planet M, the music and entertainment

retail arm of media house Bennett, Coleman & Co, for Rs.200 crore.
 Videocon to set up semiconductor, LCD complex near Mumbai.
 BPCL arm, Videocon in agreement to acquire stake in Brazilian oil firm.

2008

 Videocon set to roll out telecom service in India

 Videocon mulls major global retail entry under `VC` brand

2009

 Videocon Industries signed a Letter of Intent with Finnish contract

manufacturing firm Elcoteq aiming at buying stake in the foreign firm
where the Company makes gadgets like mobile phones and set-top boxes
for companies like Sony Ericsson, Philips and Cisco.

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 2010

 A Rs.1,600 crore plant for Colour television sets and other electronic
consumer durables will be set up by Videocon at Manamadurai in
Sivaganga district.
 Videocon Industries Ltd Issues Rights in the Ratio of 2:9

2011

 Board has recommended dividend of Re. 1/- .

 Videocon announces successful appraisal well Offshore Mozambi Que.
 Videocon announces discover of old and gas in Brazil.

2012

 Videocon Ind - Private placement of 15,750,000 Global Depository

Receipts amounting to USD 51.02 million, each representing 1.
 Videocon Ind - Videocon announces New Natural Gas Discovery Offshore
Mozambique.
 Videocon Ind - New Oil discovery in the deep waters of Sergipe - Alagoas
Basin, Brasil.
 Videocon Ind - Videocon Announces Successful Completion of Planned
Appraisal Drilling Program in the Discovery Area Off shore.
 Videocon raises $51.02 mn via private placement of GDRs.
 The Board has recommended dividend of Rs.0.50.

2013

 Videocon adds to the resources with successful Appraisal Well in BM-C-

30, Campos Concession, Brazil and has another discovery
 Videocon confirms successful formation test with good quality of oil in
Brazil
 Videocon announces New Huge Discovery Area Offshore Mozambique
 Videocon to seek shareholder approval for raising funds up to Rs 5000 cr
 Videocon Industries - Videocon announces New Huge Discovery Area
Offshore

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 2014

 Sanjeev Bakshi takes charge as new COO of Videocon

2015

 Videocon Industries - Videocon announces new discovery of oil

accumulation in Farfan Area in the Serqipe Basin, Offshore Braz
 Videocon Industries announces new oil discovery in Brazil
 Videocon Industries - Videocon announces the largest discovery of
petroleum
 Videocon Industries - Videocon announces Sale of Spectrum for 2 Circles
to Idea

2016

 On 7 June 2016, Videocon Mobile launched its new smartphone

'Videocon Krypton3 V50JG in India

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 VISION & MISSION

Videocon’s mission: a reflection of continuity and change

Videocon’s mission expression has been crafted to envelope both extant and
emerging realities

“To delight and deliver beyond expectation through ingenious strategy, intrepid
entrepreneurship, improved technology, innovative products, insightful
marketing and inspired thinking about the future.” A breakdown of the statement
above reveals a ‘means and end’ approach, where the end is articulated at the
beginning with the means linked to it

“To delight and deliver beyond expectation…” the end

This segment not only underlines the importance of the ultimate goal - customer
satisfaction (‘delight’) and ultimate target - the customer, but also of intermediate
processes and principals, which have contributed to building a robust, dependable
Videocon value chain (‘deliver’). As a result of its focus on developing loyal
customers and reliable associates, Videocon is able to exceed expectations

“…Through ingenious strategy…” the means

In the cutthroat world of today, it is only by taking recourse to advance planning and
strategy that a business can hope to survive. Although textbook strategy has its uses,
reproducing it in verbatim for the real world would be foolish because of the absence
of textbook conditions. Thus, there is a need for a bounded rationality, spontaneity
and improvisation that is flexible enough for scenarios both imaginable and
unimaginable. Videocon’s ingenious maneuvers are actually flexi-strategy that
abstracts from shifting ground conditions and decides game plans, or sometimes
changes the rules of the game

“…Intrepid entrepreneurship…” the means

An enterprise with the odds stacked against it makes great business sense. This is
because higher the obstacles, lower the number of players likely to be active in that
field - thus, fetching extraordinary returns. The only requirement is a bold and
confident attitude willing to brave the odds. Videocon’s foray into oil and as is a bold
and intrepid endeavor that arises from immense faith on the surefooted competence
of the company’s in-house managerial talent

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“…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

“…Insightful marketing…” the means

The market share battle scene has long shifted from technology and processes to the
psyche of the customer. This means that those with deeper insights into the elusive
mind of the buyer are likely to dominate. Videocon is reinforcing marketing strengths
to read better the pulse of the market and help create products that map perfectly into
customer preferences

“…Inspired thinking about the future.” the means

The future is unpredictable, but not doing anything about it is fraught with grave risk.
Videocon extrapolates future trends on the basis of current changes in technology and
preferences as well as sheer gut feel.

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 CORPORATE GOVERNANCE FOLLOWED BY THE
COMPANY

Company's Philosophy on Code of Governance

The Company's philosophy on corporate governance enshrines the goal of achieving

the highest levels of transparency, accountability and equity in all spheres of its
operations and in all its dealing with the shareholders, employees, the government
and other parties. The company believes in the philosophy on code of corporate
governance, which provides a structure by which the rights and responsibility of
different constituents, such as the board, employees and shareholders are carved out.
In carrying out this, it is ensured that the Company's objectives are well defined and
performance against those objectives are adequately measured and monitored.

Corporate governance is considered as an important tool for shareholders protection

and maximization of their long -term values. The cardinal principal such as
accountability, responsibility, transparency and fair disclosure serve as the means for
achieving this.

R&D

The company gives utmost importance to the R & D activities, which are carried out,
at in - house R & D center. The company carries on new innovations in product
development, cost reduction, quality improvement, process implementations, process
controls.

23
 Future Plans

Consumer durables company Videocon Industries Ltd on Tuesday

launched hybrid solar powered air conditioners which will use sunlight
to generate power without consuming electricity.

Videocon has introduced two products—one 1 tone and one 1.5 tone ACs
under its solar-powered range. “We have spent close to one year in the
research and development of this technology. The product will be
available in market in 10-15 days. We are planning to extend this
technology to other categories as well,” said Akshay Dhoot, head of
technology and innovation at Videocon, adding that the company will
also launch solar-powered refrigerators, washing machines and
television sets by the end of this year.

With the launch of new products in the AC range, Videocon which

competes with LG Electronics and Tata group-owned Voltas Ltd is
looking to capture 13% market share in the AC segment in 2017, from the
current 9%.

The company is also planning to make its entire range of air conditioners
compatible with solar energy so that the consumers can switch to solar
powered products whenever they want. “Consumers won’t have to change
the existing ACs and buy new ones. They will simply be able to switch to
solar panels down the line

Videocon’s move comes ahead of a new efficiency rating system for air-
conditioners being made compulsory by government starting January
2018. All air-conditioners will need energy-saving and intelligent regulation
of compressors in place of the conventional thermostat-triggered cut-offs,
according to a Mint report dated 25 August, 2016.

It is further planning to invest Rs50 crore in a 360 degree advertising and

marketing campaign to popularize the solar-powered products.

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 According to a study by consulting firm EY and Consumer Electronics
and Appliances Manufacturers Association, India is also expected to rank
fifth in the consumer durables market in the world by 2025.

Board of Directors

 Mr. Venugopal N Dhoot

 Mr. Radhey Shyam Agarwal
 Mr. Bhopinder Jagdish Mittar Chopra
 Mr. Subhash S. Dayama
 Mr. Pradip Kumar Das (Nominee - IDBI Bank Limited)
 Mrs. Sarita Surve

ORGANIZATION STRUCTURE CHART OF THE COMPANY

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 SWOT ANALYSIS

Strengths

1. Videocon has a network of 400 plus service and 85 mobile service vans to
give better service to their customers.
2. Tie up with the Matsushita electric company of Japan add to the goodwill of
Videocon
3. Customers are aware about Videocon’s products.
4. Company has good brand name.
5. Videocon has largest distribution manufacturing based across in India.
6. Large brand basket
7. Multi brand strategy
8. 3rd largest picture tube manufacture in India
9. Cheap price.
10. Globally acceptance.
11. Fair brand awareness among the Indian customers
12. Wide distribution network available by owning retail stores namely Digiworld
(selling its own products) and NeXT stores.
13. Acquisition of Thomson’s plants gave it access to its technology for TVs
14. Runs wide brand portfolio under Ken Star, Electrolux, Kelvinator, Sansui,
Videocon brands
15. There are over 9000 people with the company

Weaknesses

1. Less investment on advertisement of Videocon CTV

2. Weak promotional strategy of CTV.
3. No proper approach of target customer.
4. Wide interest unless effectively managed
5. CRT technology is losing popularity.
6. Less focus on unconventional channel. Brand basket, which might lead to
conflict of 8.
7. Not providing good service.
8. No exclusive show rooms
9. Videocon’s once strong hold i.e., CTV have lost the sheen
10. Dip in the net profits and sales over the years

26
11. Lower share in tier 1 cities and premium products

Opportunities

1. Videocon takes over the Electrolux.

2. Videocon buy Thomson color picture tube manufacturing plant.
3. Videocon international is going global.
4. Videocon exploring whole new segment
5. During the climate of Jaipur becomes hotter day by day and coolers do Not
fully satisfy the customers requirement. This provides a great Opportunity for
ac manufacturers.
6. Growing semi urban market.
7. Industry is in increasing phase.
8. Price has come down; now more and more people are going for it.
9. Due to financial facilities even the medium segment is going for it.
10. Purchasing power of people is increasing day by day. Moving into new
attractive market segments.
11. Focused on unconventional channels.
12. Mergers joint venture of strategic alliances.
13. Growing consumer appliances market in tier - 2, 3 cities.
14. Huge potential to expand owing to low market penetration in India.

Threats
1. Entrance of global competitor like china.
2. Brand loyalty is more of LG &other company.
3. Market condition like slumps in market.
4. A new competitor in your home market.
5. Competitor has a new innovative substitute product or service.
6. Increased trade barrier.
7. Brand reputation is not good.
8. Competition in global CPT market especially from integrated players such as
LG Phillips, Samsung, and Matsushita is intense.
9. Increased competition from foreign players.
10. Decreasing brand image.
11. Rapidly changing technology and new features being added by foreign
players.

27
 CUSTOMER SATISFACTION
The word satisfaction comes from the Latin word “satis” (Enough) and faction
(to do or make). These words suggest the true meaning of Satisfaction, which
is fulfillment. Managerially, fulfillment usually translate to solving problem
and satisfy the customer is not enough to produce high level of customer
loyalty, business needs to move beyond more satisfaction, to customer delight.

The Purpose of the Business:

Peter F. Drucker considered to be one of the leading management gurus in the
world, believes that the purpose of business to relate and them retain the
satisfied customer. Although the firm has to make the money, Drucker argues
that making money is a necessity and does not a purpose. It is in fact, the end
result a desirable outcome of creating satisfied customer. Theodore Levitt, ha
Harward Business professor, who explains by an analogy with human beings,
express similar sentiment / all human have to eat to survive, but eating is not-
their purpose. Furthermore making money does not provide a legitimate
reason for society and to support the moneymaking enterprise. A society
supports businesses as they survey its member by catering to their needs to
leave them satisfy. Dissatisfying enough customer and not only will these
specific customer stop buying from the firm, but the society at large will
condemn the firm and may even panelized it – to the point of its extinction. In
repose to such messages, co part of the corporate mission and utilizes an
understanding of the customer behavior as input to all its marketing plans and
decision.

Current Market Scenario

The consumer electronics market was expected to face a few difficult years,
starting with 2016.
Growth had declined in several categories and, while waiting for higher growth in
newer consumer electronics categories to compensate for these slowdowns, the
market was confronted with several challenges.
As we enter the next fiscal year of 2017-18, we anticipate even more opportunities
for the electronics industry to meet the needs of the various sectors electronic
products are used in.

28
Current competitive scenario:

The MNC’s like Samsung, LG and Panasonic etc. Enter the Indian market with
wide spectrum. Even after the presence of the leading international brand in
the consumer electronic market it is dominated by Videocon, BPL, Onida etc.
The strategies adopted by the current players is as under,

Videocon:-“bring home the leader”

Satisfying the customer needs across the product line and segment but under
different brands Toshiba is at the top end, Videocon and Samsung at the middle
segment and Akai for the lowest.
Products: Color and Black and white televisions, audio, washing machines,
Refrigerators, monitors and Kitchen appliances.

BPL: - “Believe in the best”

Current brand leader offering diversified product catering to various

segment under one umbrella brand leveraging its communicating for the
diversified product as reinforcement product quality confidence among the
customer.
Products: Color and Black and white televisions, audio, washing machines,
Refrigerators, monitors and micro wave ovens.

LG: - “Digitally yours”

LG is a Korean company following the site in India.

Products: Color and Black and white televisions, audio, washing machines,
Refrigerators, monitors and micro wave ovens.

Samsung: - “challenge the limit”

Decide the umbrella bran by the Korean giant is offering customer probability
scheme.
Products: Color and Black and white televisions, audio, washing machines,
Refrigerators, monitors and microwave, cameras, VCD’s DVD’s,MP3 etc.

29
EXISTING MARKETING STRATEGY OF VIDEOCON TARGET
MARKET:

Videocon Industries is eyeing a growth of 15 - 20% in terms of value for the

next fiscal 2018-19. It plans to achieve the desired growth by introducing new
product lines, various offers and revamping its service centers across 20 cities.
As the consumer gets conscious about spending money with the global
meltdown, at present the demand is high for mid segment product line-up.
The focus for Videocon Group is rural markets and major growth is going to
come from these markets, which are growing at over 22%. The group has
recognized high Market Potential Value (MPV) and Market Intensity Index
(MII) locations with potential and future prospects to strengthen the business
operations and spread consumer reach

MAJOR SEGMENT:-

Major segments are basically those people who plan to make a new home and
planning to marry. There are so many people who take electronic product
within 5 year and those people who take 6 -7 year. So, their basic segments
are those people who take this electronic product. The basic segment on Rural
and Semi Urban area where many people like to buy the electronic product.

FACTOR AFFECTING SALES:

There are many factors, which affects the sales of Videocon. To name a few:

1. Per capita income

2. Competitors
3. Advertising strategy
4. Lack of awareness in the urban customers about the products.

30
 AFTER SALES SERVICES OF VIDEOCON

Videocon services mission is to support the vision the company becoming the
most customer – oriented company in the country by building the proactive
service organization that continually strobe to create customer satisfaction by
internalizing the best practices of customer relationship management

Videocon services mission is to support the vision the company becoming the
most customer – oriented company
in the country by building the proactive service organization that continually
strobe to create customer satisfaction by internalizing the best practices of
customer relationship management Videocon invested 6,500 man-days and Rs 2.6
million to train the employees. Today, Videocon has 280 executive authorized
service center 48 service center, (28
direct branches and 20 supervisory branched) 5 call centers. Videocon services
employees directly through exclusive franchise network approximately 2500 front
line executive for attending for the customer requirement.

A Very good and quick sales service not only satisfy the customer having high
expectations but also provide him a feeling of satisfaction and thus ensures his
loyalty towards the brand. For thus, Videocon must provide a sound facility and
faculty for technical training for the dealers to train their service personnel. These
training centers must be setup at branch levels to facilitate easiness in providing
training.

Presently, dealers are not willing to store even the essential spare parts because
they don’t get any profit on his investment for spare parts. So, by considering
spare parts as a product and giving margins on that, the storage of spare parts
can be justified to dealers. Though, the after sales service is a backup system for
customers and this policy can create such a situation wherein dealers will replace
unnecessary parts for increasing profits. But these activities can be restricted by
designing a control system for it.

Secondly, Videocon serves with the best available quality product, which
requires least maintenance so this won’t create hefty problems. Moreover the
A.C. users are least bothered about the charges incurred in servicing rather he is
more concerned with his comfort ability.

31
Advanced tools like digital tong tester, digital thermometer, etc. should be provided
to the outstanding dealers.

Apart from all these things, dealers must be provided with a well-defined catalogue
for the quick and proper identification of spare parts.

Home appliances are very useful in our daily life. We provides us best services
for your home appliances and kitchen appliances that is very useful in your
daily use. We provides you various appliances of various brands. Some of the
appliances are microwaves , TVs, ACs, Ovens, Refrigerator, Washing
Machine, Chimney, Built in hub, Gas stove Etc, and some of the brands are
LG, SAMSUNG, Lloyd, Philips, Panasonic, Onida, Sony, whirlpool, Sansui,
BPL , Panasonic, Hitachi, Hyundai, blue star Etc. VIDEOCON service center
provides you repair and services of your products. When your product get
damaged there is nothing to worry about your products, contact us through our
toll free number and manage a meeting with our service engineer. Repair and
service center provides you best repairing and servicing at nominal price.

32
. We provides you doorstep services that save your time and money. You fix
your appointment to our service engineer and stay home at that day at fixed
time. We provides you best trusted and experienced service engineer that
provides you best services as well as appropriate knowledge about your
product. There is nothing to worry about money microwave repair and service
center provides you best repairing and servicing team. There is a feedback
form available in our website you submit your whole problem in this form and
write a review of your experience. Repair and Service Center solve your whole
problem and solve your feedback with our service engineer experts. We supply
24*7 hours facilities. There is any problem call us WE ARE BEST.

Videocon repair service centre:

Videocon repair service centre

Videocon repairing

Videocon repairs

Window Videocon repair service centre

Portable Videocon Repair service centre

Central cooling system repair service

centre

Videocon repair & repair service

Split Videocon repair service centre

Window repairing

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Cube Videocon repairs

Window Videocon repair service centre

split portable Videocon Repair service

centre

central cooling system repair service centre

Videocon repair & repair service

Videocon repair service center in Delhi

Videocon repair services

Videocon repair service & repairing

split Videocon repair service centre

Portable Videocon repair service centre

Videocon installation

Videocon repair service

Window Videocon repair service center in

Delhi

Window Videocon repair services

34
 Videocon repair service & repairing

split out door unit Videocon repair service

centre

Portable Videocon repair service centre

Central Videocon installation

Duct Videocon repair service

Videocon Repair services:

Videocon repair service centre

Repair service centre

Videocon repairing

Videocon Repairs

Top mount Videocon repair service center

French Door Videocon repair service center

in Delhi

Videocon cooling problem Delhi

Videocon ice inside problem solution

Videocon gas charging

35
Videocon gasket changing

Videocon repair services & repairing

Videocon repair service center

Repair service center

Videocon repair services

Videocon repair service centre

Side by side Videocon repair service centre

Videocon repair service centre

Videocon water leaking inside problem

solution

Videocon gas refilling

Videocon repair & repair services

Videocon home repair service

Videocon Compressor in replacement Delhi

36
 Videocon Services
 Videocon repair and service center in Charni Road East
 Videocon repair and service center in Chira Bazar
 Videocon repair and service center in Chuna Bhatti
 Videocon repair and service center in Church Gate
 Videocon repair and service center in Churchgate
 Videocon repair and service center in Girgaon
 Videocon repair and service center in Gowalia Tank
 Videocon repair and service center in Grant Road East
 Videocon repair and service center in Grant Road West
 Videocon repair and service center in Marine Drive
 Videocon repair and service center in Marine Lines East
 Videocon repair and service center in Mumbadevi
 Videocon repair and service center in Nana Chowk
 Videocon repair and service center in Napeansea Road
 Videocon repair and service center in Walkeshwar Roa

37
 RESEARCH METHODOLGY
The study for the research is for the customer behaviour regarding post sales
services of all the products with special concern to Videocon Ltd. A research
method is a systematic plan for conducting research. Sociologists draw on a
variety of both qualitative and quantitative research methods, including
experiments, survey research, participant observation, and secondary data.
Quantitative methods aim to classify features, count them, and create statistical
models to test hypotheses and explain observations. Qualitative methods aim for
a complete, detailed description of observations, including the context of events
and circumstances.
The research was a study of customer’s behaviour on post sales services of all the
brands with a special reference to Videocon Ltd. a detailed research was
conducted so as to collect unbiased information; customer were not told that the
survey is being conducted for Videocon.

For conducting the research various sources were used to avail the data were
as follows: -
SOURCES:
The main source of data can be categorized into the following two ways:
1. Primary objective
Find out the market size of different brands, for this purpose, the researcher has
to do a survey by interviewing the households and finding out the market share
of Videocon brand in accordance with other brands.

Secondary Data:
Secondary source has been used for collecting the data.
To know where the Videocon brands stands in comparison to other brands and
what are the various aspects where it needs to improve in order to remain in
market and compete with other brands.

Statistical tool: Pie charts, bar diagrams, histogram etc. are used in representation
of data.

38
FINDINGS OF THE SURVEY
Q1: Which brand do you prefer to buy when electronic goods are
concerned?

Goods

25%
42%
LG

Whirlpool
33% 0%
Videocon

Samsung

Majority of the total population thinks apart from the companies listed, they generally prefer LG
as a brand when buying of electronic goods are concerned, Videocon is second best choice for the
customer.

Q2 Are you satisfied with the products, which are launched by Videocon
Ltd?

Videocon Ltd

25%

75%
Yes No

75% people are satisfied with the products of Videocon.

39
Q3: Do you agree that the product of Videocon bears the latest
technology?

Videocon Ltd

25%

75%

Yes No

Majority of the people thinks that the product of Videocon bears the latest technology.

Q4: Does your dealer provide post sales services?

After sales service provided

25%

75%

Yes No

75% company’s dealers provide post sales services to their customers.

40
Q5: Are you satisfied with the post sales services provided by the
dealers?

After sales services provided

21%

79%
Yes No

Many of the customers are not happy with the post sales services provided by their
dealers.

Q6: How prompt is your post sales services after lodging the complaints
to the company?

Post sales services

45.80%

29.20%

12.50%
8.30%
4.20%

PROMPTNESS

1 2 3 4 5

Many of the customers think that the post sales services provided by the dealers are ‘ok’.
They should improve their customer service.

41
Q7: Which company do you think has the best after sales service
network?

Best after sales service network

4%
9%

29% 54%
LG
Whirlpool
4%
Videocon
Samsung
Sony

54% of the customer says LG have the best after sales network here Videocon grabs
second place.

Q8: What is the attitude of the complaints handler towards you?

Attitude

25%

75%
Sensitive

Indifferent

After aggregate calculation we see that Videocon comes forward and becomes the
company, which provides good sales service to the customers.

42
Q9: Does the replace parts work efficiently?

Replaced parts work efficiently

21%

79%

Yes No

79% the people say that the replace parts work efficiently and rather they also provided
the information that the replaced part do have some time warranty on it.

Q10: What can you say about the Videocon Company’s service?

Videocon company services

13%

8% Good

54% Average
25%
Poor

Bad

Majority of the people says that attitude of the complaints handler towards them is good.

43
Q11: According to you rate the after sales service for Videocon
Company?

After sales service of Videocon Company

41.7

29.2

20.8

4.2 4.2

RATE

1 2 3 4 5

Many of the customers think that the Videocon service is good and have rated 3 out of 5.
Q12: Do you face problem form which of the service provider?

Service provider

8% 9%
4% LG

17% Whirlpool
Videocon
4% Samsung
Sony

58% None of the above

Samsung tops the chart when the people face problem from their service providers. Least
problem is faced from the rest of the companies service providers.

44
Q13: What do you think that which of the company will dominate the
others in case of product reliability is concerned?

Company

LG

33% Whirlpool
42%
Videocon

Samsung

12%
13%

45
ANNEXURE

Q1: Which brand do you prefer to buy when electronic goods are
concerned?
o LG
o Whirlpool
o Videocon
o Samsung

Q2: Are you satisfied with the products, which are launched by Videocon
Ltd?
o Yes
o No

Q3: Do you agree that the product of Videocon bears the latest
technology?
o Yes
o No

Q4: Does your dealer provide post sales services?

o Yes
o No

Q5: Are you satisfied with the post sales services provided by the dealers?
o Yes
o No

Q6: How prompt is your post sales services after lodging the complaints to
the company? (Rate)
o 1
o 2
o 3
o 4
o 5

46
Q7: Which company do you think has the best after sales service network?
o LG
o Whirlpool
o Videocon
o Samsung
o Other

Q8: What is the attitude of the complaints handler towards you?

o Sensitive
o Indifferent

Q9: Do you face problem for which of the service provider?

o LG
o Whirlpool
o Videocon
o Samsung
o Other

Q10: What do you think that which of the company will dominate the others
in case of product reliability is concerned?
o LG
o Whirlpool
o Samsung
o Videocon

Q11: What can you say about the Videocon Company’s services?

Q12: According to you rate the after sales service for Videocon Company?
(Rate)

o 1
o 2
o 3
o 4
o 5

47
Q13: Does the replaced parts work efficiently?

o Yes
o No

48
 RECOMMENDATIONS

Price:

CTV/ LCD. : The prices are little bit higher as per there are some unique features
but it is very difficult to compete with huge giants like LG, Samsung, Voltas etc.
are found tougher sometimes.

Sales Promotion:

Promotion Schemes:

Incentives to the customers should be given to attract them, like a free gift in the
way of credit cards, inter cards, executive watches; membership of executive clubs,
camera, mobile phones, etc. was purchase of television.

The unit wise incentives can be given, like worth of gifts should be increased
depending upon the increase in the number of units purchased. For examples, for
purchase of two air-conditioners a pair of Ray Ban Sun Glasses can be given, for
three or more units, a music system can be given and likewise free foreign tours on
five televisions or more.

Handsome Discount or free gift on a joint purchase of television, audios or

refrigerators along with a television. Can be given to the customers. It will help the
company to make the customer totally Videocon products oriented, thus paving
way for other Videocon products in that house.

The existing actual loyal customers are motivated through promotion schemes, like
if any existing customer helps in bringing a demand of television, he/she can be
awarded by a gift television, being a luxury service based and costly product,
people generally discuss with other television users before buying. Thus their
involvement in buying a brand and the product is very high. This gift will be like
fixed discount in % for buying any Videocon Product once in a year.

Interdealer competitions are always there, so there must be restrictions/punishment

for not to sale beyond the point and best dealer award should be given so it further
motivate the dealers.

49
Advertisement:

Electronic Media has a very effective reach in each and every potential household,
but Videocon is not using this media. Videocon must have very effective and
attractive T.V.
And radio advertisements, so that all the family members can be acquainted with
the special features of Videocon A.C.’s.
This is necessary because the decision of purchasing any high involvement product
has the pre purchase consent of all the family members.
Print Media has a widespread reach to the customers and it makes a good impact
on them when they read advertisements in newspapers and magazines, so there
must be frequent advertisements in magazines and local newspapers on corporate
level.
Combined Ads consisting of names and addresses of all the dealers of Maharashtra
should be given, because people of small towns have a tendency to buy the
television. From bigger towns, in spite the existence of dealer in their own town.
The advertisements should be of bigger size and more attractive with some unique
features. And at least one colorful advertisement must be given in the newspaper
in a month at the time of season.

Contact Building:

Videocon must arrange timely get-together for building contacts with higher
officials of the corporate and government, which will help in developing and
strengthening their brand loyalty towards Videocon.

Videocon Company should just focus of improving the sales of the

company to increase the growth and future they can improve their
customer service. The customer are satisfied with their service till now,
so they should increase their sales to have a competitive edge.

50
 CONCLUSION
1. Many customers do not believe that Videocon is using the Rotary Compressor
of such reputed brands like Matsushita, Mitsubishi, Hitachi & Toshiba since it
is not written or printed on the cartoon.
2. Frequency of sales staff of Videocon in Mumbai city is quite satisfactory as
compared to previous years to get more and more market show from MNC’s.
3. Quality of product was appreciated on an average by majority of the
customers and dealers it’s a great mileage among MNC’s.
4. Availability of Product is good. So diversification chances are negligible.
5. Pricing of Flat CRT TV’s is quite competitive but in case of LCD TVs; it is
very good because the competitor prices are quite higher.
6. Attractiveness of Schemes is on an average in Videocon for Customers. No
A.C. ads are there in magazines and very few are there in newspapers at Local
or National level, although Videocon Ads for other products are very frequent
in National or Regional level papers.
7. Demonstration & Product information are on an average in Videocon for
Customers. There are very few or can say no hoardings in Mumbai City, the
absence of which results in less motivation in dealers to rise their a123 sale.
8. Existing product range in Videocon is quite good so the Customers have a
good scope of choice while selecting a particular model with latest features &
aesthetics.
9. The system of Annual Maintenance Contract (AMC) is average in
Videocon.
10. The credit facility is average in Videocon.
11. The company should focus on increasing the sales.

After sales service is found good here so it increases brand loyalty.

51
 BIBLIOGRAPHY

 Philip Kotler for Marketing Management

 NIS Study Material for Marketing Management
 NIS Study Material for Marketing Research
 www.videocon.com
 www.yahoo.com
 www.google.co.in
 www.scribd.com
 https://www.mbaskool.com/brandguide/consumer-electronics/9072-
videocon.html
 https://www.indiainfoline.com/company/videocon-industries-
ltd/summary/3266
 https://www.scribd.com/doc/20146638/History-of-Videocon
 https://www.slideshare.net/Namratadube/videocon-ppt
 https://www.goodreturns.in/company/videocon-industries/history.html
 http://www.videoconindustriesltd.com/BOD.aspx
 http://www.livemint.com/Companies/za4PCSt4yyxbQxT1qAFbfP/Vide
ocon-launches-solarpowered-ACs-plans-to-capture-13-ma.html
 https://www.slideshare.net/jasleensethi5/videocon-project
 http://www.serviceandrepaircenter.in/videocon-service-centre.php
 https://www.slideshare.net/stutishah2212/36973858-
14876574marketresearchonvideoconcolortelevision

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