PREFACE

Preparing a project of this nature is an arduous task and I was fortunate enough to get support from a large number o persons. I wish to express my deep sense of gratitude to all those who generously helped in successful completion of this report by sharing their invaluable time and knowledge. It is my proud and previledge to express my deep regards to Respected HOD Dr.Pramesh Gautam, Head of Department of Business Management SVNU, SAGAR for allowing me to undertake this project. I feel extremely exhilarated to have completed this project under the able and inspiring guidance of Mr. Neeraj Topkhane she rendered me all possible help me guidance while reviewing the manuscript in finalising the report. I also extend my deep regards to my teachers , family members , friends and all those whose encouragement has infused courage in me to complete to work successfully.
BRAJESH TAMRAKAR MBA IST SEM.

ACKNOWLEDGEMENT
Preparing a project of this nature is an arduous task and I was fortunate enough to get support from a large number o persons. I wish to express my deep sense of gratitude to all those who generously helped in successful completion of this report by sharing their invaluable time and knowledge. It is my proud and previledge to express my deep regards to Respected , Head of Department Dr.Pramesh Gautam, Department of Business Management , SVNIT, SAGAR for allowing me to undertake this project. I feel extremely exhilarated to have completed this project under the able and inspiring guidance of He rendered me all possible help me guidance while reviewing the manuscript in finalising the report. I also extend my deep regards to my teachers , family members , friends and all those whose encouragement has infused courage in me to complete to work successfully.

BRAJESH TAMRAKAR MBA IST SEM.

DELCLARATION BY THE CANDIDATE

Date : I declare that the project report titled " MARKETING STRATEGIES OF TOP FIVE BRANDS OF RAFRIGERATOR" on Market Segmentation is nay own work conducted under the supervision of MR. NEERAJ GOUTAM Department of Business Management ,

SVNIT, SAGARTo

the best of my knowledge the report does not

contain any work , which has been submitted for the award of any degree , anywhere.

BRAJESH TAMRAKAR MBA IST SEM.

CERTIFICATE

The project report titled titled " MARKETING STRATEGIES OF

TOP FIVE BRANDS OF REFRIGERATOR"

been prepared by BRAJESH

TAMRAKAR MBA IST Semester , under the guidance and supervision of MR. NEERAJ TOPKHANE for the partial fulfillment of the Degree of B.B.A.

Signature of the Supervisor

Signature of the Head of the Department

Signature of the Examiner

INTRODUCTION TO REFRIGERATOR
REFRIGERATOR

A refrigerator is a cooling apparatus. The common household appliance (often called a "fridge" for short) comprises a thermally insulated compartment and a heat pumpchemical or mechanical meansto transfer heat from it to the external environment (i.e., the room in which it is located), cooling the contents to a temperature below ambient. Cooling is a popular food storage technique in developed countries and works by decreasing the reproduction rate of bacteria. The device is thus used to reduce the rate of spoilage of foodstuffs. A refrigerator maintains a temperature a few degrees above the freezing point of water. Optimum temperature range for perishable food storage is 3 to 5 C (37 to 41 F).[1] A similar device which maintains a temperature below the freezing point of water is called a "freezer". The refrigerator is a relatively modern invention among kitchen appliances. It replaced the icebox, which had been a common household appliance for almost a century and a half prior

REFRIGERATOR

FEATURES The basic feature of any refrigerator is to provide temperature range which is conducive to maintain freshness of the food and other eatables stored in it Newer refrigerators may include:

Automatic defrosting; A power failure warning, alerting the user by flashing a temperature display. The maximum temperature reached during the power failure

may be displayed, along with information on whether the frozen food has defrosted or may contain harmful bacteria;

Chilled water and ice available from an in-door station, so that the door need not be opened;

Water and Ice Dispensing became available in the 1970s. Also some refrigerators have icemakers built-in so the user doesn't have to use ice trays. Some refrigerators have water chillers and water filtration systems.

Cabinet rollers that allow the refrigerator to be easily rolled around for easier cleaning;

Adjustable shelves and trays which can be repositioned to suit the user; A Status Indicator to notify the user when it is time to change the water filter;

An in-door ice caddy, which relocates the ice-maker storage to the freezer door and saves approximately 60 litres (2 cu ft) of usable freezer space. It is also removable, and helps to prevent ice-maker clogging;

A cooling zone in the refrigerator door shelves. Air from the freezer section is diverted to the refrigerator door, to cool milk or juice stored in the door shelf.

TYPES OF REFRIGERATORS

Refrigerators and freezers for food storage are made in a range of sizes. Among the smallest is a 4 L Peltier fridge advertised as being able to hold 6 cans of beer. A large domestic fridge stands as tall as a person and may be about 1 m wide with a capacity of 600 L. Some models for small households fit under kitchen work surfaces, usually about 86 cm high. Fridges may be combined with freezers, either stacked with fridge or freezer above, below, or side by side. A fridge without a frozen food storage compartment may have a small section just to make ice cubes. Freezers may have drawers to store food in, or they may have no divisions (chest freezers). Fridges and freezers may be free-standing, or built into a kitchen.

Compressor refrigerators are by far the most common type; they make a noticeable noise

Absorption refrigerators or thermo-electric Peltier units are used where quiet running is required; Peltier coolers are used in the smallest refrigerators as they have no bulky mechanism.

Compressor and Peltier refrigerators are powered by electricity; absorption units can be designed to be powered by any heat source. A noticeable difference between the two types is the absence of refrigerant with the Peltier coolers (these use a different method of cooling). But Peltier coolers use more electricity because they are thermodynamically inefficient.

Solar refrigerators and Thermal mass refrigerators are designed to reduce electrical consumption. Solar refrigerators have the added advantage that they do not use refrigerants that are harmful to the environment or flammable. Typical solar designs are absorption refrigerators that use ammonia as the working gas, and employ large

mirrors to concentrate sufficient sunlight to reach the temperature required to free gaseous ammonia from the solvent. Most thermal mass refrigerators are designed to use electricity intermittently. As these units are heavily insulated, cooling load is limited primarily to heat introduced by new items to be refrigerated and ambient air transfer when the unit is open. Very little power is therefore required if opened infrequently. Refrigeration units for commercial and industrial applications can be made in various size, shape or style to fit customer needs.

Other specialised cooling mechanisms may be used for cooling, but have not been applied to domestic refrigerators.

Magnetic refrigerators are refrigerators that work on the magneto caloric effect. The cooling effect is triggered by placing a metal alloy in a magnetic field.

Acoustic refrigerators are refrigerators that use resonant linear reciprocating motors/alternators to generate a sound which is then converted to heat and cold using compressed helium gas. The heat is discarded and the cold is routed to the refrigerator.

The History of the Refrigerator. Snow and ice, cool streams, springs, caves and cellars were long ago used to refrigerate food. Meat and fish were preserved in warm weather by salting or smoking. The Chinese cut and stored ice in 1,000 B.C.

Around 500 B.C. the Egyptians and Indians made ice on cold nights by setting water out in earthenware pots and keeping the pots wet. In 18th century England, servants collected ice in the winter and put it into icehouses, where the sheets of ice were packed in salt, wrapped in strips of flannel, and stored underground to keep them frozen until summer. At the beginning of the 19th century, ice boxes were used in England Natural ice was harvested, distributed and used in both commercial and home applications in the mid-1800s. The ice trade between Boston and the South was one of the first casualties of the Civil War. Wooden boxes lined with tin or zinc and insulated with various materials including cork, sawdust, and seaweed were used to hold blocks of ice and "refrigerate" food. A drip pan collected the melt water - and had to be emptied daily. Pioneers in refrigeration included Dr. William Cullen, a Scotsman whose studies in the early 1700s dealt with the evaporation of liquids in a vacuum. Michael Farady, a Londoner who in the early 1800s liquified ammonia to cause cooling, and Dr. John Goorie of Apalachicola, Florida, who built a machine to make ice to cool the air for yellow fever patients in 1834. Today's compression refrigeration system operates on a concept adapted from Farady's experiments. It involves compressing gas into a liquid which will then absorb heat. In so doing it returns to gas. This is a simplified description of what happens in a home refrigerator, freezer, air conditioner or dehumidifier.

Warm winters in 1889 and 1890 created severe shortages of natural ice in the U.S. This stimulated the use of mechanical refrigeration for the freezing and storage of fish and in the brewing, dairy and meat packing industries. Commercial refrigeration techniques were also applied to railroad cars, were used in "coolers" in grocery stores and in various ways in manufacturing industries.

Two of the first home refrigerators both appeared in Wayne, Indiana, where, in 1911, General Electric company unveiled a unit invented by a French monk. In 1915 the first "Guardian" refrigerator - a predecessor of the Frigidaire - was assembled in a wash house in a Fort Wayne backyard. Kelvinator and Servel models were among some two dozen home

Fort

refrigerators introduced to the U.S. market in 1916. In 1920 the number had increased to more than 200. Compressors were generally driven by belts attached to motors located in the basement or in an adjoining room.

In 1918 Kelvinator introduced the first refrigerator with any type of automatic control. One manufacturer's 1922 model had a wooden cabinet, a water-cooled compressor, two ice cube trays and nine cubic feet of storage space. It cost $714. In 1923 Frigidaire introduced the first self-contained unit. Steel and porcelain cabinets began appearing in the mid-20s. In the 1920s and '30s, consumers were introduced to freezers when the first electric refrigerators with ice cube compartments came on the market. Mass production of modern refrigerators didn't get started until after World War II. In the 1930s freon 12 was used to replace sulphur dioxide as the most commonly used refrigerant. During the 1940s frozen food storage became widely used by consumers Refrigeration technology began hopping in the 1950s and '60s when innovations like automatic defrost and automatic ice makers first appeared.

OBJECTIVE OF THE STUDY

To design and develop a thermoelectric refrigerator inorder to produce a

small quantity of refrigerating effect byusing Solar energy. To effectively use the low grade Solar energy rather thanusing high grade energy. To design a refrigerating unit which will work withoutany moving parts.

 To develop a vibration less refrigerator.

RESEARCH METHODOLOGY
According to Green and Tall A research design is the specification of the methods and procedures for acquiring the information needed. It is the overall operational pattern or framework of the project that stipulates which

information is to be collected, from where it is to be collected and by what procedures This research process based on primary data analysis and secondary data analysis will be clearly defined to meet the objectives of the study.

I chose the primary sources to get the data. A questionnaire was designed in accordance with our mentor in Ketchup. I chose a sample of about 30 corporate customers

I collected some data from the secondary sources like published Company documents, internet etc. Research Design A research design is the arrangement of conditions for collections and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedures. It is a descriptive cross sectional design .It is the conceptual structure with in which research is conducted; it constitutes the blueprint for the collection, measurement and analysis of data. It is needed because it facilitates the smooth sailing of the various research operations, thereby making research as efficient as possible yielding maximal information with minimal expenditure of effort, time and money. In the preliminary stage, my research stage constituted of exploratory study by which it is clear that the existence of the problem is obvious .So, I can directly head for the conclusive research. Sampling Plan Sampling plan is a distinct phase of research process. In this stage I have to determine who is to be sampled, how large should be the needed sample and how sampling unit is to be selected. Population

In my research, I have defined my population as a complete set of customers of Sagar City. Sample Survey As compared to census study, a sample study has been conducted by us because of: Wide range of population, it was impossible to cover the whole population Time and money constraints. Sample Unit In this survey I took the list of customers from the dealers of Ketchup Sampling Technique Sampling technique implies the method of choosing the sample items, the two methods of selecting sample are: Probability method. Non-probability method. Probability method is those in which every item of the universe has an equal chance of the inclusion in the sample. Non-probability methods are those that do not provide every item in the universe with known cause of being included in the sample. The selection process is partially subjective. For my study, I employed the Non-probability sampling technique, in which I got the data of the customers from the dealer of Ketchup. Instrument of collection of data I have used one set of questionnaire to collect data from the customers. This questionnaire is structured and highly ordered. This includes both close ended and open ended questions. The close ended questions included both dichotomous and multiple choice questions.

MARKETING ANALYSIS
Rivalry Very High - Intense rivalry in the various segments Same dealer network Low differentiation, high ad spent

 Have high strategic stakes in the refrigerator business - major fraction of their revenues come from this business Pressure from the substitutes - No threats As no substitutes The domestic refrigerators have no substitutes and so it faces no threats in terms of that. Bargaining power of the buyers - High Presence of many competitive products in the market. Low differntiation switching between the different brands based on other criteria such price, service, warranty, promotion and financing schemes. Bargaining power of the suppliers - Not very High Critical Success Factors Brand Image Distribution Strengths

After-Sales Service Product Range

Technology Financial Strength Product Quality Compressor Quality Features and aesthetics

CONSUMER GROUUPS
The consumer segment chosen for this study is Males in the age group of 30 to 40 years, working professional and married.The internal factors that influence the purchase decision of these consumers for a Refrigerator:1.Need for the

Refrigerator (whether need is physiological or esteem)2.Personality of the buyer: whether he is extrovert or introvert, open to experiment, etc.3.Level of Involvement of the buyer with the Refrigerator.4.Motivation towards the Refrigerator whether it is latent or manifest.5.Emotions towards the Refrigerator: which dimension will it satisfy amongst the pleasure, dominance and arousal? 6.Brand personality as perceived by the buyer and how he relates it to his own personality.7.Attitude of the buyer towards the

Refrigerator or the brand.8.Self-concept of the buyer: his thoughts and feelings towards the refrigerators/brandshaving reference to himself as an object.9.Loyalty towards a particular brand

of Refrigerator.10.Positioning of a particular brand in the mind of the buyer.

PRODUCT PROFILE VIDEOCON - A Vibrant Enterprise

The Videocon group emerges as a USD 2.5 Billion global congolomerate continuing to set trends in every sphere of its activities from a conference room sized assembly line in 1979.

Today the group operates through 4 key sectors:

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 appliances, selling them through a Multi-Brand strategy with the largest sales and service network in India. Refrigerator manufacturing is further supported by our inhouse compressor manufacturing technology in Bangalore. 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 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 sector globally.

LG Electronics
LG Electronics (Korean: LG , KRX: 066570, LSE: LGLD) is a South Koreanmultinational electronics company headquartered in Yeouido-

dong, Seoul, South Koreaand the flagship subsidiary of the LG Group. The company operates its business through five divisions: Mobile Communications, Home Entertainment, Home Appliances, Air Conditioning, and Energy Solutions. It is the world's second-largest television manufacturer(after Samsung),[2] and the world's fifth-largest mobile phone maker by unit sales in the second quarter of 2012.[3] History The company was originally established in 1958 as GoldStar, producing radios, TVs, refrigerators, washing machines, and air conditioners.[4] The LG Group was formed through the merger of two Korean companies, Lucky and GoldStar, from which the abbreviation ofLG was derived. The current "Life's Good" slogan is a backronym. Before the corporatename change to LG, household products were sold under the brand name of Lucky, whileelectronic products were sold under the brand name of GoldStar (Hangul:). In January 2009 LG was able to buy the domain name LG.com, for a price reportedly to be more than $100 million, placing it among the companies who own their two letter brand's domain name. In 1994 GoldStar gained sponsorship from The 3DO Company to make the first 3DO Interactive Multiplayer. In 1995, GoldStar was renamed LG Electronics, and acquired the US electronics company Zenith. LG Solar Energy is a subsidiary formed in 2007 to allowLG Chem to supply polysilicon to LG Electronics for production of solar cells. In 2008, LG took its first dive into the solar panel manufacturing pool, as it announced a preliminary deal to form a joint venture with Conergy. Under the deal, set to be completed by year's end, LG would acquire a 75 percent stake in Conergy's Frankfurt solar-panel plant.
[5]

LG has produced camcorders called ARTCAM and DSLRs.[6]

By 2005, LG was a Top 100 global brand, and in 2006, LG recorded a brand growth of 14%.[7] Its display manufacturing affiliate, LG Display, is now the world's largest plasma panel manufacturer.[8] On December 5, 2012 the antitrust regulators of European Union fined LG Electronics and several other major companies for fixing prices of TV cathoderay tubes in two cartels lasting nearly a decade.[9] Refrigerator Whirlpool Merriam-Webster defines a refrigerator as "a room or appliance for keeping food or other items cool". A refrigerator for personal use commonly houses two compartments: one slightly above the freezing temperature of water and one slightly below. Refrigerators can be as simple as previously described, or as complex as also housing ice makers, LCD read-outs, multiple controllable temperature regions, and other add-ons. This Whirlpool Refrigerator could be considered a "standard" side-by-side refrigerator. This article's purpose is to explain the inner workings of this specific refrigerator assuming most principles could be transferred across other manufacturers. History The history of the refrigerator is a long and colorful story. For centuries, food was stored in outdoor window boxes, indoor storage cabinets, in cellars, underwater in lakes, or in a springhouse. According to History Magazine, it was not unusual in colonial days to die of summer complaint due to spoiled food during warm weather. To combat this, ice was used as a method of cooling down fresh food and keeping it cold. Natural ice was the first form of refrigeration but eventually led to health issues as natural ice became a problem because of sewage and

pollution. The solution was found by mechanically manufacturing ice, which is the basis of refrigeration. The refrigeration industry revolutionized the world. The brewing industry was one of the first industries to reap the benefits and was the first activity in the United states to use mechanical refrigeration as a key part of the manufacturing process. Refrigeration provided the brewing industry with the ability to make lagers, which revolutionized collegiate life, giving us Natural Light. The meat packing industry quickly adopted mechanical refrigeration. This allowed the industry to become a year-round producing industry as animals could be brought to market anytime. Refrigeration cars helped to establish midWestern cities as slaughter centers of the country and gave us the meat producing capitals that are still maintained today. Refrigeration also lead to introduction of air conditioning, leading to revolutions in metalworking, textile factories, the floral industry, the food industry as a whole, as well as hospitals and morgues. Specifications & Features

Whirlpool Refrigerator Manufacturer: Whirlpool Model #: ED5GTGXNQ00

Refrigerator Type: Side-by-Side Color: White Features:

Ice maker Water and ice dispenser Water filter Convertible drawer temperature control Crisper humidity control Internally lit

SAMSUNG

Samsung Electronics Co., Ltd. (Korean: Korean multinationalelectronics company

) is a South in Suwon, South

headquartered

Korea.[2] It is the flagship subsidiaryof the Samsung Group and the world's largest information technology company by revenues since 2009.[3] Samsung Electronics has assembly plants and sales networks in 61 countries and employs around 221,000 people.[4] Samsung Electronics is the world's largest mobile phone maker by 2011 unit sales andworld's second-largest semiconductor chip maker by 2011 revenues (after Intel Corporation). It has been the world's largest television manufacturer since 2006 and the world's largest maker of LCD panels for eight consecutive years.[5] It has the largest marketshare worldwide in memory chips.
[6] [7]

The company was the world's largest vendor ofsmartphones in 2011. Samsung has also established a prominent position in the tablet

computer market, with the release of the Android-powered Samsung Galaxy Tab.[8] History 1969 to 2000 Samsung Electric Industries was established as a subsidiary of Samsung Group in 1969 inSuwon, South Korea.[9] Its early products were electronic and electrical appliances including televisions, calculators, refrigerators, air conditioners and washing machines. In 1970, Samsung Group established another subsidiary, Samsung-NEC, jointly with Japan's NEC Corporation to manufacture home appliances and audiovisual devices. In 1974, the group expanded into the semiconductor business by acquiring Korea Semiconductor,

one of the first chip-making facilities in the country at the time. The acquisition of Korea Telecommunications, an electronic switching system producer, was completed at the start of the next decade in 1980. By 1981, Samsung Electric Industries had manufactured over 10 million blackand-white televisions. In February 1983, Samsung's founder, Lee Byung-chull, made an announcement later dubbed the "Tokyo declaration," in which he declared that Samsung intended to become a DRAM (dynamic random access memory) vendor. One year later, Samsung became the third company in the world to develop a 64kb DRAM.[citation Samsung Electronics. Samsung Electronics launched its first mobile phone in 1988, in the South Korean market.[10] Sales were initially poor and by the early 1990s Motorola held a market share of over 60 percent in the country's mobile phone market compared to just 10 percent for Samsung.[10] Samsung's mobile phone division also struggled with poor quality and inferior products until the mid-1990s and exit from the sector was a frequent topic of discussion within the company.[10] Samsung Electronics acquired a 40 percent stake in AST Research, a United States-based personal computer maker, for US$378 million in February 1995.
[11] needed]

In 1988, Samsung Electric

Industries merged with Samsung Semiconductor & Communications to form

In 1996, the company devised a plan to sponsor major sporting events, resulting in it becoming an official sponsor for the 1998 Winter Olympics held in Nagano, Japan.[12] In December 1998 Samsung Electronics agreed to sell its power-device division to Fairchild Semiconductor Corporation for US$455 million.[13]

BPL Group

British

Physical

Laboratories

Group (BPL)

is

an Indian electronics

company [1] that deals with consumer appliances (such as refrigerators and washing machines), home entertainment products and health care devices. History In 1963, BPL founder and Group Chairman TPG Nambiar began

manufacturinghermetically sealed precision panel meters in Palakkad, Kerala, under the name of British Physical Laboratories. Having worked in the UK and USA, when he came back to India armed with a vision of pioneering the manufacture of superior quality electronic products, he dreamed of making BPL a household name. Over the years, BPL's growth has been subject to constant challenges. The company was started at a time when the government had reserved many areas of business for the public sector. It had also virtually barred most entrepreneurs from entering other fields through reservations on licensing. [edit]1980s From 1980 onwards, when the industrial licensing was relaxed, BPL began manufacturing televisions and telecommunicationsequipment, demonstrating its potential and future business area. In the early 1990s, after globalisation and liberalization of the Indian economy, competition entered the market. BPL retained its strong presence and growth rate.

BPL concentrated on importing technology, improving product quality, innovations and manufacturing of electronic products. In late 1980s, BPL had metamorphosed from an entrepreneurial venture, into India's biggest consumer electronics & telecommunication company; the slide from the top was equally quick after liberalisation. [edit]Performance BPL Ltd has reported a net loss of Rs 34.76 crore in the second quarter of fiscal 2005-06, on gross sales of Rs 34.71 crore. Operating losses were at Rs 13.91 crore. Gross sales were Rs 64.45 crore in the corresponding period during 2004-05 while net loss was at Rs 41.59 crore. According to the company, the promoters have brought in Rs 50.08 crore as contemplated in the corporate debt restructure approved scheme. The amount was to pay statutory liabilities, unsecured, pressing creditors, dealers, credit balances, employee dues and working capital requirements, in part. In respect to the auditors' qualification of the company's accounts for the period ended March 31, 2005, about undisputed amounts payable in respect of income-tax (Rs 4.44 crore), dividend tax (Rs 2.51 crore), wealth tax (Rs 0.11crore), TDS (Rs 6.77 crore) and customs duty (Rs 1.68 crore), the Chairman and Managing director, Mr Ajit G. Nambiar said the company had earlier not been able to remit the dues because of cash flow constraint but in July 2005, remitted the entire dues except Rs 1.26 crore in customs duty. The balance in customs duty would be paid once the financial restructuring is completed and normalcy of operations is achieved, according to the company.

MARKETING STRATEGIES
3.1. MARKETING STRATEGIES The marketing mix is the organization's overall offer, or value, to the customer. 'The basicmarketing mix is often nick named "the 4Ps" (product, place/distribution, pricing, promotion);these are elements in the marketers armory aspects that can be manipulated to keep ahead of the competition'. Here I've explored the marketing strategies of Vedeocon in terms of marketingmix have been explored. 3.1.1 PRODUCT STRATEGY The object of Vedeocon is to provide refrigerator to all people who fall in lower middle, middle,and upper middle class in this country such that most of the families should have refrigerators intheir home because they enhance better quality of life. Vedeocon has got products, which are asper international standards and carry all the basic features, which need in any such type of appliances.Vedeocon believe that whatever they provide to their customers should be durable and reliable.All the products, which Vedeocon market, are durable enough and customer can keep on usingthem for quite many years without any problem. It provides its refrigerators, 3 years compressor guarantee and 1 year chest freezer, and free service in spare parts under normal use. Whereas, LG's objective is to provide world class product to upper class and upper middle classto enjoy real luxury in their life. Since LG is a Korean brand and being imported from Korea, it hasvery advanced features, which are normally demanded by in developed countries.LG also insures that whatever product they market should be durable enough which last quitemany years and give trouble free service to their customers. It provides its refrigerators, five

yearscompressor guarantee and one year free service in spare parts under normal use. 3.1.2 PRICING STRATEGY Vedeocon has got around 52 models in their refrigerator product line. From the price list anddiscussion had with their management, it appears that they have position their product pricing insuch a way that their main focus is middle and upper middle class. However, they have someselected range for upper class as well. Product-wise price list enclosed in appendix for reference.Vedeocon has got a policy that their all product price should be the same in all cities and town inPakistan market. Vedeocon bear freight cost and make their product available to their dealersirrespective of where they are located. For this, they give uniform margin to their dealersirrespective of whether he is big or small.Vedeocon consider pricing as one of an important element of marketing mix. It believes that their retail prices should be uniform all over the country irrespective of whether customers buy fromPeshawar or Karachi. In order to maintain a uniform price all over the country, Vedeocon bear transportation charges and make the product available at cost price at dealer premises.Whereas the LG pricing strategy is cost + fixed mark up to cover their GP. Since they cater toupper middle and upper class, therefore their 90% dealers are in big cities only. Product-wiseprice list enclosed in appendix for reference. LG follows pricing policy in which their normalformula is import cost + reasonable gross profit to cover their marketing expenses and also givethem reasonable profit. 3.1.3 PROMOTION STRATEGY Vedeocon promotion budget is around 1.75% of their turnover. 40% spending of their budget isPrint Media, 20% goes on TV, 20% on Out door activity and balance 20% on Sales Promotionactivity. They believe that print media and out door activity help them to reach to their targetcustomer. Due to satellite transmission and having multi-channels, it does not pay one unless youhave

very huge budget to spend on this media. On promotion, their spending is more onconsumer incentive schemes. Since it pay them and there is direct relationship between salesand consumer. Further, it gives customer a direct benefit in shape of price reduction.As far as Advertising strategy of LG is concerned, it is being planned and executed by LG, Koreathrough their Pakistan Office keeping in view their global approach and theme line. Local Agent of LG simply gives advice and coordinate in its implementation. Since LG is a multi-national brand,their spending on advertising is in such a way that their all product get promoted. Although for different product they have got different agent; like for TV, New Electronics/Karachi. For computer monitor, Vision Computer. For mobile phone, Chimera.It was not possible to get the exact advertising budget of LG, but it appears from their spendingand the figures collected from Pakistan Advertising Association and from some other sources thattheir spending is around 6/7 per cent of their sales in Pakistan territory. Due to being a multi-national company and as a part of their global Strategy they, most of the time, divert their fundsfrom strong market and spend more on weak or under developed markets. Further, as far as Sales Promotion strategy is concerned, it is being designed and implementedby their respective agent of each product in Pakistan. For the promotion of Home Appliancesproducts: Hanaska International designs their own strategy. Their major approach and emphasison promotion through trade. They offer very handsome incentives to their dealers, who in returnpush their product among the customer and thus they get their desired volumes in Pakistan. Ithas been noted that due to being import base product they are always high price vis-a-vis other brands in the market and it is one of the reason why they give so much emphasis on themotivation of dealers. 3.1.4 DISTRIBUTION STRATEGY

Vedeocon has got around 800 dealers all over the country. Vedeocon ensures that itsrefrigerators are available almost in all appliances markets of Pakistan. They have got 80%penetration in dealer sector. One can get very easily their product in any city or small town of Pakistan.Vedeocon has got various types of dealers according to their potential. Around 25% of dealersare "A-class" dealers who sell over 1000 units and above per year. "B-class" dealers are thosedealers who sell from 400 units up to 999 units per year. They are around 50% in total dealer andthe rest are in best 25% of "C-class" dealers sell from 200 up to 399 units per year.In order to provide quick and timely delivery to their dealers: they have got big warehouseslocated in almost all big cities and towns. Whenever they get order from the dealer they try toprovide supplies to their dealer from closest warehouse. In case stock is not available in thewarehouse then it is delivered directly from Hyderabad Factory. The maximum delivery timeincase stock is delivered from Hyderabad Factory is four (4) days. However if supply is given fromclosest warehouse then hardly it takes 2-3 hours time. They believe that, timely delivery of their product to the dealer, is one of an important element in their success in Pakistan.As it has already been stated in earlier that LG refrigerators are imported. Mostly they import fromKorea and some of the models are imported from China as well. LG relatively don't maintainloose stock at their end. Simply based on historical forecast and feedback of their dealer aboutthe possible demand, they import from their principal.They ask their dealer to maintain sufficient stock at-least 46 week at their end. Rather theybelieve in replenishment of dealer stock based on their sales. It means dealers stock alwaysremain in within a limit, doesn't exceed beyond 6 week level.As mentioned above, they have only 300 dealers mostly in big cities and some in small towns.They also have got a policy that retail price all over the country should be uniformed for thecustomers, whether he/she buy from Karachi, Islamabad, or Peshawar.They also bear transportation cost and thus provide supplies at uniform rate to their dealers. Theyhave got

three big warehouses in Karachi, Lahore and in Islamabad. From these warehousesthey feed their product to their dealers and thus they make their product available to them

ABOUT COMPETITORS

Godrej Whirlpool Electrolux Videocon Intl BPL Refrigeration Koreans viz. LG and Samsung

Market Share
E s t im a t e d M a r k e t S h a r e
Com pany Nam e W h ir lp o o l o f In d ia E le c t r o lu x G o d r e j- G E V id e o c o n BPL K o re a n s B ra n d N a m e M a r k e t S h a r e (% ) - 1 9 9 9 Wt d ir lp o o l * L h 2 6 .5 K e lvin a t o r , E le c t ro lu x , A llw y n , V3o0lt a s G E * , G o d re j 21 V id e o c o n 10 BPL 6 LG , S am sung 6 .5

* Im p o r t s C F C F r e e R e f r ig e r a t o r s S o u r c e : O R G : G F K S u r v e y , P u b lis h e d R e p o r t s

Manufacturing Facilities
Company BPL Godrej-GE Manufacturing Facilities Bangalore, Palghat(Kerela) Malanpur (M.P) Out Sourcing Direct Cool from Allywn-Voltas

Videocon Whirlpool

Chittegaon, Aurangabad Faridabad, Pune, Pondicherry

Voltas

Warora, Thane, Hyderabad

Samsung LG

Greator Noida(planned) Greator Noida

Importing till 1997 from Korea Direct Cool from Voltas

Competitive Profile
Godrej Appliances Ltd 21% Market share approx 95% of revenue from refrigerator business Product range Penta Cool Series World Series Ultra Cold Gold Deluxe Cold Gold Focus on Cost Competitiveness Target rural/semi Urban Market

DATA ANALYSIS AND INTERPRETATION

4.3) Diagrammatical representation and analysis

Q.1 Do you have a refrigerator??

Yes No

95 05 Percentage of people who have a refrigerator and who do not

Interpretation of the result:

Above pie chart shows that among 100 samples-: 95% people have a refrigerator at their home. 05% people do not have a refrigerator at their home.

Q.2 Which type of refrigerator do you have??

Frost Free(Double Door) Direct Cool(Single Door) Total 74 21 95

Percentage-type of refrigerator

Interpretation of the result

Above pie chart shows that among 95 samples-: 78% people have a frost-free refrigerator at their home. 22% people have direct cool refrigerator at their home.

Q.3 Is it necessary to buy a Frost Free Refrigerator?? Yes No Total 17 83 100

Percentage- Necessary to buy a Frost Free Refrigerator

Interpretation of the result

Above pie chart shows that among 100 samples-: 17% people find it necessary to refrigerator. 83% people do not have a refrigerator at their home.

Q. 4 Which brand of frost-free refrigerator you have at your home?

LG Videocon Samsung Whirlpool Others Total

30 20 15 20 10 95

Consumers choice of brand (of those that owns refrigerator)

Interpretation of the result

Above pie chart shows that among 100 samples, 95 consumers owns refrigerators and among 95 samples-:

Most of the customers use LG, Videocon or Whirlpool. Together they constitute ~80% of the market

Q. 5 Which are factors mostly affecting your refrigerator buying decisions?

Factors Price Brand Features Customer Scheme Dealer Recommendation Previous Experience Others

All 24% 18% 16% 12% 4% 14% 12%

LG 27% 20% 13% 8% 4% 12% 16%

Videocon Whirlpool Samsung 25% 22% 11% 10% 6% 10% 14% 20% 27% 11% 10% 8% 8% 14% 18% 22% 18% 8% 4% 15% 15%

Others 26% 14% 20% 12% 6% 10% 10%

Factors affecting buying decisions For All Refrigerators

Interpretation of the result

Price and Brand are the two major reasons for buying Refrigerators Dealer Recommendations are quite ineffective in pushing sales

Q. 6 What type problems you mostly faced in refrigerator? Factors Cooling Capacity Services Voltage Leakage Noise Others All 26% 19% 17% 7% 8% 8% 18% LG 29% 18% 15% 6% 6% 10% 18% Videocon Whirlpool Samsung 28% 19% 14% 7% 9% 7% 17% 22% 25% 13% 8% 10% 6% 16% 21% 19% 21% 5% 7% 12% 18% Others 28% 12% 22% 10% 8% 8% 12%

Problems faced For All Refrigerators

Interpretation of the result

Cooling and Capacity are the two major problems with all Refrigerators Bad after sales services and Noise are also major problems faced with all Refrigerators

Q.7 What types of scheme do you preferred?

Discount on Prices Gifts & prices Scratch Cards Exchanging Offers Total

49 9 3 39 100

Interpretation of the result

Discount on prices and exchanging offers are the two mostly preferred schemes by the people. It is followed by the gifts & prices and Scratch card schemes.

Q. 8 In your opinion which brand of Frost Free Refrigerator (Double Door) is best?

LG Videocon Whirlpool Samsung Others Total

24 26 30 10 10 100

Best Frost Free Refrigerator

Interpretation of the result

Whirlpool Refrigerators are perceived as the best Frost Free Refrigerator Its followed by Videocon and LG in popularity

Q.9 In your opinion which brand of Direct Cool (Single Door) Refrigerators are best? LG 23

Videocon Whirlpool Samsung Others Total

28 28 11 10 100

Best Direct Cool Refrigerator

Interpretation of the result

Whirlpool Refrigerators and Videocon refrigerators are perceived as the best Direct Cool Refrigerator. Its followed by LG and Samsung.

Q.10 In terms of capacities, which categories do you prefer most? 185,235, 270, 215 Ltrs. Ltrs. Total 100
Percentage-Refrigerator capacity

76

240, 260, 290, 320, 350, 390 24

Interpretation of the result

76% people prefer 240-390 Ltrs. Capacity refrigerators. 24% people prefer 185-215 Ltrs. Capacity refrigerators.

5. CONCLUSION This research is a diagnostic study related to two main objective i.e. primary and secondary objective mentioned already. This section consists of all the findings carried out during research work. As topic was Market size of refrigerators, large number of factors influence buying behavior like few customers buy it for the sake of some differentiation, better quality, value of money it provides, aggressive nature of the company due to which it buys the product, product range, after sale service it provides etc. Small number of modification is required in Videocon refrigerator. The main advantage for the Videocon Company is its lower price and dealer friendly relationship which it holds.

And at last I would like to conclude with that Videocon should advertise more in order to increase their sale and improve their brand image. It needs to do some innovation and increase the models in case of refrigerator.

So, at last I would like to conclude that Videocon is the only Indian company competing with other multinational companies and surviving in the market, so it should deal with satisfying the demand of the customer at the time when they want.

LIMITATIONS OF THE STUDY

1). Due to time and financial constraint, the research was limited to few areas of NCR.

2). The respondents were limited to mostly housewives 3). Some of the respondents were less co-operative and they have given some vague data, which leads to lack of accuracy. 4). Since the medium of response was in local dialect indispensable language constraints have affected the study

RECOMMENDATIONS

2). Advertisement in Television (star plus, Zee t.v., DD-1) and print media i.e. newspapers, magazines should be enhanced. 3). Videocon should improve their product line by increasing the model of their product line and imposing better quality and aesthetics of their product. 4). As like Big B, Shahrukh Khan is now the popular celebrity who is liked by everyone and is the brand ambassador of Videocon. Some emotional touch in the advertisement of Shahrukh Khan should help the customer in making impulse purchase. 5). Videocon should organize campaigns in different cities or at least offer sponsorship in village fairs, melas etc. in order to enhance the sale by the customer. 6). Videocon should become innovative and should create some new feature in their product and should become aggressive as far as their brand name is concerned. 7). LG has wide range of products, so adequate information must be disseminated through product publicity to make familiar all the ranges and their features to the customer. 8). BPL can also try to introduce installment schemes for the refrigerators. This will enhance the sale.

BIBLIOGRAPHY BOOKS:

Kothari, C.R., Research Design, Research Methodology, Second Edition, New Delhi, New age International (P) Limited, 2004, Pg31-32. Kothari, C.R. Sampling Designer, Research Methodology, Second Edition, New Delhi, New Age Internation (P) Limited, 2004, Pg55-56. Aswathappa, k,Performance Appraisal- An Introduction, Human Resource and Personel Management, Third Editon, New Delhi, Tata Mc Graw-Hill Publishing Company limited, 2002, Pg 199-231.

Kothari,

C.R.,

Research

Methodology-

An

Introduction,

Research

Methodology-An Introduction, Research Methodology, second Edition, New Delhi, New Age International Limited, 2004, Pg 1-20. Kothari, C.R., Defining the Research Problem, Researh Methodology, Second Edition, New Delhi, New Age International (P) Limited, 2004, Pg 24-25.

Kothari, C.R, Interpretation and repot writing, Research Methodology, Second Edition, New Delhi, New Age International (P) Limited, 2004, Pg.344-359.

SITES

www.videocon.com www.google.com www.msn.com

QUESTIONNAIRE

Videocon Group Of Company Industries Ltd. Videocon Tower, 12th Floor, Jhandewalan Ext. New Delhi-110055
NAME OCCUPATION ADDRESS

GENDER

MALE FEMALE

MOBILE NO.

Q.1 Do you have a refrigerator?

o Yes o No

Q.2 Which type of refrigerator??

o Frost Free (Double Door) o Direct Cool (Single Door)

Q.3 Is it necessary to buy a Frost Free Refrigerator??

o Yes o No

Q.4 Which brand of refrigerator you have at your home?

o LG o Videocon o Whirlpool o Samsung o Others

Q. 5 Which are factors mostly affecting your refrigerator buying decisions?

o Features o Price o Brand o Services o Customer Scheme o Dealer Recommendation o Previous Experience o Others

Q. 6 What type problems you mostly faced in refrigerator?

o Cooling o Capacity o Services o Voltage o Leakage o Noise o Others

Q.7 What types of scheme do you preferred?

o Discount on price o Gifts & Prices o Scratch Cards o Exchanging Offers

Q. 8 In your opinion which brand of frost-free refrigerator is best?

o LG o Videocon o Whirlpool o Samsung o Others

Q.9 In your opinion which brand of Direct Cool refrigerators are best?
o LG o Videocon o Whirlpool o Samsung o Others

Q.10 In terms of capacities, which categories do you prefer most?

o 185, 235, 270, 215, (single doors) o 240, 260, 290, 320, 350, 390(double doors)