55209296 Shivraj Synopsis 2

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CH INSTITUTE OF MANAGEMENT &

COMMUNICATION

SYNOPSIS

SUBMITTED TOWARDS THE PARTIAL FULFILLMENT OF MASTER OF BUSINESS

ADMINISTRATION AWARDED BY DEVI AHILYA VISHVAVIDHYALAYA, INDORE

³TO STUDY OF REPOSITIONING OF VIDEOCON BRAND´

( TOWARDS GREEN MARKETING )

2009-2011

GUIDED BY SUBMITTED BY

PROF. INDIRA SHARMA SHIVRAJ SINGH

MBA (FT) III SEM.

CHIMC INDORE



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INTRODUCTION

³THE REPOSITIONING OF VIDEOCON BRAND´..

that aims to make a brand occupy a distinct position, relative to competing A marketing

strategy brands, in the mind of the customer. Companies apply this strategy either by

emphasizing the distinguishing features of their brand (what it is, what it does and how,

etc.) or they may try to create a suitable image (inexpensive or premium, utilitarian or

luxurious, entry-level or high-end, etc.) through advertising. Once a brand is positioned,

it is very difficult to reposition it without destroying its credibility.

Companies that successfully position themselves to leverage their strategiccompetencies and stay exceptionally close to their customers not only survive but thrive

in these increasingly difficult times. Strategic repositioning focuses on expanding acompany¶s internal and external knowledge and capabilities to compete more

successfully in today¶s marketplace.Efective marketing strategy in a dynamic environment requires the ability to foresee theneed for change and a willingness to change direction. In marketing, large changes tosome or all of a .rm.s marketing apparatus are referred to as .repositioning.. Firms mayreposition themselves along a variety of dimensions. Perhaps the most common (andvisible) forms of repositioning are brand and product related. Recent examples includeDomino Pizza.s attempt to switch their reputation from fast delivery to high quality andthe repositioning of UPS from shipping to full office solutions (.What can brown dofor you?.). Other examples include adjustments to product lines, such as Hyundai.

recent move into the luxury auto segment in the U.S. or Kodak.s long-delayed transitionto digital imaging. While product based decisions are clearly the most common form of repositioning, they are far from the only examples.

Positioning: In marketing, positioning has come to mean the process by whichmarketers try to create an image or identity in the minds of their target market for itsproduct, brand, or organization.

Re-positioning involves changing the identity of a product, relative to the identity of competing products, in the collective minds of the target market.

Monash university[ Australia]changing the appeal of a brand in order for it to attractnew market segments; brand repositioning may or may not involve modifying theproduct



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COMPANY PROFILE

Videocon is an industrial conglomerate with interests all over the world and based in India. Thegroup has 17 manufacturing sites in India and plants in China, Poland, Italy and Mexico. It isalso the third largest picture tube manufacturer in the world.

The Videocon group has an annual turnover of US$ 2 billion, making it one of the largestconsumer electronic and home appliance companies in India. Since 1998, it has expanded itsoperations globally, especially in the Middle East.

Today the group operates through six key sectors:

Consumer electronics

In India the group sells consumer products like Colour Televisions, Washing Machines, Air Conditioners, Refrigerators, Microwave ovens and many other home appliances, selling themthrough a Multi-Brand strategy with the largest sales and service network in India.

[4]Videocon

Group brands include Akai, Electrolux, Hyundai, Kelvinator, Kenstar, Kenwood, Next, PlanetM,Sansui, Toshiba, Philips (TV Products) etc.

Mobile Phones

In November 2009 Videocon launched its new line of Mobile Phones[

Colour picture tube glass

Videocon is one of the largest CPT Glass manufacturers in the world, operating in Mexico, Italy,Poland and China..

Oil and Gas

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



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DTH

In 2009, Videocon launched its DTH product, called 'd2h'. As a pioneering offer in the IndianDTH market, Videocon offered LCD & TVs with built-in DTH satellite receiver with sizes 19"to 32". This concept in the DTH service is relatively new in the presence of other players like

ZEE tv's Dishtv, Tata Sky, Air tel Digital Tv and Reliance's BIG TV providing only the set top box.

Telecommunication

Videocon Telecommunication Ltd has license for mobile service operations across India. Itlaunched its services on 7 March 2010 in Mumbai.



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REVIEW OF THE LITERATURE

1.Canalith Repositioning Procedure

for Treatment of BPPV

BPPV occurs as a result of displaced otoconia, which are small crystals of calcium carbonate(also referred to as "otoliths" or ³canaliths´) that are normally attached to the otolithic membranein the utricle of the inner ear. Because of trauma, infection, or even simple aging, canaliths candetach from the utricle and collect within the semicircular canals. When the head moves, thecanaliths shift, stimulating sensitive nerve hairs to send false signals to the brain, causingdizziness and other symptoms. The goal of the canalith repositioning procedure (CRP), a form of

vestibular rehabilitation therapy, is to move the displaced canaliths to stop these false signals andthe debilitating symptoms they can cause.

John M. Epley, MD, first described CRP in 1992. The original procedure and many variationsare currently in use and are referred to, at times, as the Epley maneuver or maneuvers.

Through a series of head position changes, CRP moves the canaliths from the canal to the utricle.Once in the utricle, the canaliths may re-adhere to the otolithic membrane, dissolve, be brokenup, or move some place where they can't cause symptoms.

These maneuvers involve a series of specifically patterned head and trunk movements performed

by a trained professional who closely watches eye movements with each position change. CRPcan be performed in the doctor's office with medication such as diazepam to help block nauseaduring the procedure, which takes about 15 minutes to accomplish. Precautions are provided for the days immediately following the procedure in order to ensure that the canaliths don't have theopportunity to return to their formerly problematic location in one of the semi-circular canals.

CRP is very effective, with an approximate cure rate of 80%. The recurrence rate for BPPV after these maneuvers is low. However, in some instances additional treatment(s) may be necessary.

2. Winterich and coauthors Michael Walsh of West Virginia University and Vikas Mittal of Rice University explore: the role of brand commitment in consumer response to logo shapedesigns in their paper ³Do Logo Redesigns Help or Hurt Your Brand? The Role of BrandCommitment,´ published in the Journal of Product & Brand Management .;

They found that consumers who are strongly committed to a brand tend to react more negativelytoward new logos, while more casual customers typically view the redesigns as a positive



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development. Further, this negativity felt toward the new logo by the brand¶s best customers canspill over and cause them to have a lower attitude toward the brand.

3. Smeal¶s Karen Winterich suggests the redesigned logo is the first step in repositioning theStarbucks brand and that incorporating the brand name into the logo isn¶t as critical as one may

think.

³If Starbucks continues to grow in these cultures, its revised logo, while perhaps upsetting toloyal U.S. customers, may appeal to its newest consumers in these collectivistic markets, and thatmay just be where it matters most,´ says Winterich.



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RATIONALE OF THE STUDY

RATIONALE OF THE STUDY

There are many reason behind the research they are discussed as under :

1. The main rationale of the study is which are the beacon for finding the market position of

Videocon brand and how the company increases the market percentage of this brand

suggestion for that.



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OBJECTIVE OF THE STUDY

OBJECTIVE OF THE STUDY:

The research mainly the comparative study of the brand equity in the selected product. The major objective of the study are:

1. To know about market share of videocon before repositionong.

2. To know about market share of videocon after repositionong.



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RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

Research methodology refers to a search for knowledge. One can also define researchmethodology as a scientific and systematic search for required information on a specific topic.

The word research methodology cones from the word ³advance learners dictionary´meaning of research as a careful investigation or inquiry specially through search for new facts

in any branch of knowledge for

Example: from authors have defined research methodology as systematized effort to gainnew knowledge.

To gather the response with respect to this study, the question method in sample surveyhas been developed by me. If one wishes to find what people thinker know and even what theyfeel, the logical procedure is to ask them. This has led marketing researches to pursue thequestionnaire technique for collecting data more than any other method.

In this method questionnaire were distributed to the respondents and they were asked to

answer question in the questionnaire. The questionnaire was structured non disguisedquestionnaire because the question which the questionnaire contained were arranged in a specificorder besides every question asked were logical for the study no question can be termed asirrelevant.

The questionnaire was non-disguised because the questionnaire was constructed so thatthe objective is clear to the respondent. The respondent was aware of the objective. They knewwhy they were asked to fill the questionnaire.

Indore has population 15.5 lacks. For carrying out any form of research or study on anysubject it is very difficult to cover even 10% of the population. Therefore the sample size has to

be decided for a meaningful conclusion.

Considering the constraints it was decided to conduct the study based on the sample sizeof 60 people.

In the period of 3 days we can say there may include the scientific study because it basedon the reference of the hospital.



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RESEARCH DESIGN

1. The study:In this study based on research conducted the survey of to get service quality andcustomer loyalty into the people.

2. Sample size:In this type of survey report, the searcher would taken some respondent it is area based. So the researcher would take 90 respondent is sample size.

3. Collection of data:In this type of survey report, the researcher would taken some specified area as bhawanr kuan,sapna sangeeta road because they are across the reference of Videocon franchise. But they give good response.

SAMPLE DESIGN

The method used for sample technique was non-probability convenience randomsampling method.

This method was used because it was not know previously as to whether a particulat person will be asked to fill the questionnaire. Convenient sampling is used because only those

people were asked easily accessible and available to the researcher.

Considering the constraints, it was decided to conduct the study based on sample size of 100 respondents.

Scientific method was not adopted was not adopted in this study because of financialconstraints and also of lack of time, hence most convenient way was selected.

Sample size: In this my research study, there were 100 people involved as a researcher.

TOOLS OF DATA ANALYSIS:

In this survey report, the researchers used various tools, which helps the analysis andinterpretation of the collection, they are as follows:



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y Mean method of data analysis

For a data set, the mean is the sum of the values divided by the number of values. The mean of aset of numbers x1, x2, ..., xn is typically denoted by , pronounced " x bar". This mean is a type of arithmetic mean. If the data set was based on a series of observations obtained by sampling a

statistical population, this mean is termed the "sample mean" to distinguish it from the"population mean".

y Standard deviation method of data analysis

Standard deviation is a widely used measurement of variability or diversity used in statistics and probability theory. It shows how much variation or "dispersion" there is from the "average"(mean, or expected/budgeted value). A low standard deviation indicates that the data points tendto be very close to the mean, whereas high standard deviation indicates that the data are spreadout over a large range of values.

y Chi- square test

Pearson's chi-square ( 2, pronounced k-square) test is the best-known of several chi-square tests ± statistical procedures whose results are evaluated by reference to the chi-square distribution. Its properties were first investigated by Karl Pearson in 1900.[1] In contexts where it is important tomake a distinction between the test statistic and its distribution, names similar to Pearson -squared test or statistic are used.

Pearson's chi-square is used to assess two types of comparison:

1. Tests of goodness of fit

2. Tests of independence.A test of goodness of fit establishes whether or not an observed frequency distribution differs

from a theoretical distribution. A test of independence assesses whether paired observations ontwo variables, expressed in a contingency table, are independent of each other ± for example,whether people from different regions differ in the frequency with which they report that theysupport a political candidate.

y T- Test

The t-test (or student's t-test) gives an indication of the separateness of two sets of measurements, and is thus used to check whether two sets of measures are essentially different

(and usually that an experimental effect has been demonstrated). The typical way of doing this iswith the null hypothesis that means of the two sets of measures are equal.



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EXPECTED OUTCOME OF THE STUDY

EXPECTED OUTCOME OF THE STUDY:

In this section we include what kind of steps company take for better customers belief and a better brand image for increasing the sales of the product and hoe the customers better aware with Videocon company and its products.



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CHAPTER 7

LIMITATION OF THE STUDY

LIMITAIONS:

1. It is a brand survey, which has covered limited numbers of responded.

2. The research has done in a particular small area.

3. Lack of knowledge about the product research among the people.

4. Some responded could not spare sufficient time viz. two minute the answer the

question which might have led to misunderstanding of the question and there

misrepresentation of the answer.



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BIBLIOGRAPHY/ WEBLIOGRAPHY/ REFERENCES

BIBLIOGRAPHY

1. Jayashri Dubey (2010):³Sales promotion and Brand Loyalty´

2. Michael Moon(2000):´Building Brand Loyalty in Internet Age´

3. Kothari, C.R (2009):´Research Methodology´, Vishwa Publishing., New Delhi.

4. Cally Philips (2010):³Brand Equity´



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WEBLIOGRAPHY

www.ssrn.com

www.marketingresearch.comwww.marketguru.comwww.google.comwww.brandsofindia.comwww.qualitydigest.comwww.epsilon.comwww.amazon.comwww.p&g.com

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REFERENCES

1. Keller, Kevin Lane (2003). ³Brand Synthesis: The Multidimensionality of BrandKnowledge,´ Journal of Consumer Research, 29 (4), 595-600

2. Leuthesser, L., C.S. Kohli and K.R. Harich (1995). ³Brand: The Halo Effect Measure,´European Journal of Marketing, 29 (4), 57-66.

3. Erin Barrett and Jack Mingo, ed (2003). W.C. Privy's Original Bathroom C ompanion. St.Martin's Press. pp. 407±410

4. Trout, J., (1969) ""Positioning" is a game people play in today¶s me-too market place", I ndustrial Marketing , Vol.54, No.6, (June 1969), pp. 51±55.

5. Ries, A. and Trout,J. (1981) Positioning, The battle for your mind , Warner Books -McGraw-Hill Inc., New York, 1981

6. Trout, J. and Rivkin, S. (1996) The New Positioning : The latest on the worlds #1business strategy, McGraw Hill, New York

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55209296 Shivraj Synopsis 2