A PROJECT REPORT ON “ADVERTISING AND BRAND IMAGE OF CONSUMER ELECTRONICS AND ITS IMPACT ON SALES OF A BRAND” FOR VIDEOCON INDUSTRIES LTD. PUNE. IN THE PARTIAL FULFILLMENT OF THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION SUBMITED TO UNIVERSITY OF PUNE BY KARANJE GAJANAN VIJAY MBA 2006 – 2008
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A
PROJECT REPORT ON
“ADVERTISING AND BRAND IMAGE OF CONSUMER ELECTRONICS AND ITS
IMPACT ON SALES OF A BRAND”
FORVIDEOCON INDUSTRIES LTD. PUNE.
IN THE PARTIAL FULFILLMENT OFTHE DEGREE OF MASTER OF BUSINESS
ADMINISTRATION
SUBMITED TOUNIVERSITY OF PUNE
BYKARANJE GAJANAN VIJAY
MBA2006 – 2008
VISHWAKARMA INSTITUTE OF MANAGEMENT KONDWA
PUNE – 4110 57
1
Vishwakarma Institute of Management
Kondwa, Pune.
CERTIFICATE
This is to certify that the project titled
“ADVERTISING AND BRAND IMAGE OF CONSUMER
ELECTRONICS AND ITS IMPACT ON SALES OF A BRAND” done
at “VIDEOCON INDUSTRIES LTD., PUNE” is a bonafide work of Mr.
KARANJE GAJANAN VIJAY a student of “Vishwakarma Institute Of
Management Kondwa , Pune”.
The work carried by the student under my guidance was found satisfactory &
complete in all respect.
Place: Pune. Prof. M. HALALE
(Project Guide)
2
DECLARATION
I, the undersigned honestly declare that, this project titled
“ADVERTISING AND BRAND IMAGE OF CONSUMER
ELECTRONICS AND ITS IMPACT ON SALES OF A BRAND” is a
genuine & bonafide project prepared by me & submitted to Director,
Vishwakarma Institute Of Management , Kondwa in partial fulfillment of
Master Degree In Business Administration.
The project work is original & conclusions drawn here in are based on the
data collected by myself.
To best of my knowledge, the matter presented in this project has not been
submitted for awards of any degree, diploma or membership either to this or
any other institute or university.
Place: Kondwa, Pune.
GAJANAN KARANJE
(Student)
3
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ACKNOWLEDGEMENT
My first thanks to Dr. S.V. Joshi, Director of Vishwakarma Institute of
Management, Pune; and all those people who helped me during the training
and completion of this Project Report. The list of such people is indeed
exhaustive but a few need special mentioning.
I am thankful to Mr. Shantanu Joshi (Branch Head) for giving me an
opportunity to work in their esteemed organization.
I am grateful to Mr. Praveen Pandey (Project Guide) and Mr. Siddhart
Pingley for their valuable advice and guidance during the preparation of this
report.
I take this opportunity to extend my gratitude for co-operation;
professional guidance and useful help tips provided to me by my guide Prof.
M. Halale, without whose help the project would not have been completed.
Last but not the least, I am thankful to all the dealers, respondents
whom I have interfaced during my training period.
GAJANAN KARANJE
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INDEX
CHAPTER No. TOPIC PAGE No.
CHAPTER 01 INTRODUCTION 07
CHAPTER 02 ORGANISATION -- HISTORY, GROWTH 40
CHAPTER 03 ANALYSIS AND INTERPRETATION
OF DATA54
CHAPTER 04 FINDINGS AND SUGGESTION
81
APPENDIX 88
BIBLIOGRAPHY 93
6
Chapter (1)
INTRODUCTION
7
SR. No. TOPIC PAGE No.
CHAPTER 01 INTRODUCTION 07
1.1 Title of Project 09
1.2 Company Selected 10
1.3 Aims And Objectives
of The Study
11
1.4 Research Design and
Methodology
12
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TITLE OF THE PROJECT
“ADVERTISING AND BRAND IMAGE OF CONSUMER
ELECTRONICS AND ITS IMPACT ON SALES OF A BRAND”
IMPORTANCE AND RELEVENCE OF THE STUDY
The training in the organization gives us an idea of different marketing
activities and it is seen how business is done tactfully. It develops
problem solving ability in a candidate.
The 60 days training in an organization for MBA course is not the
answer of all the problems that arise in a particular field. There is no
certain formula for any particular problem but the aim of this study is
to analyze the various advertising activities carried out by various
companies to enhance their sales of consumer electronics (Television),
the image of the brand and what impact it has on the sales of a brand.
Videocon (Main branch, Pune), wanted to know the impact of its
activities on sales as compared to the competitors, which will help in
improving their performances in all stages.
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COMPANY SELECTED
VIDEOCON is number 1 company in the market of consumer goods
and home appliances. So, the company is renowned in India. The company
has achieved a cumulative turn over of more than Rs 5000 crores in
electronics and home appliances.
Videocon electronics has been continually providing superior
technology products and value for money to 10 million households and more
than 60 million customers in India. It has already become numro-uno in most
of its products. It has out performed all its competitors within a span of few
years. It has introduced several new-sophisticated technologies in India to
cater to all desires of the customers. It has continuously developed new
products specially to tap the Indian middle class customers.
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OBJECTIVE OF THE STUDY
Survey was undertaken on the following objectives.
To find out an image of a brand.
To compare the advertising policies of the companies.
To find out the impact of advertising and brand image on sales.
To examine the reason why dealers are interested to sale a particular
brand.
To make strategy to capture the total market.
To identify the company position in the market of consumer
electronics.
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METHODOLOGY
Research methodology comprises of all research activities carried in
connection with the marketing management. Marketing research, systematic
analysis of the marketing problems, model building and facts finding for the
purpose of improvements in decision making and control in the marketing of
the products and services.
Research methodology may be understood as a science of studying
how research is done scientifically. To plan research project, it is necessary
to anticipate all the steps that must be undertaken if the project is to be
completed successfully. These steps are often collectively referred
collectively as research process.
Research methodology states the study undertaken to complete the
project. It includes specification of:
RESEARCH METHODOLOGY
SOURCES OF DATA
COMPLETION OF DATA
SAMPLING PLAN
RESEARCH DESIGN
A research design is simply a framework or plan for study that is used
as a guide in collecting and analyzing the data. It is a blue print that is
followed in completing the project.
The research design specifies the methods and procedures for
acquiring the information needed. It is overall operation pattern or
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framework of the project that stipulates what information is to be collected
from which sources and by what procedures.
There may not be single, standard and correct method of research.
There may be different types of research design to suit different purpose of
research.
There are various types of research design. They are:
o Exploratory Research
o Descriptive Research.
Depending upon the objective of research, marketing research design
is selected.
According to the research objective I plan to choose exploratory
research.
EXPLORATORY RESEARCH
The major emphasis of exploratory research is to extract new insight
into the problem. This research will help to know some facts about other
people preferences and choice.
It helped me in knowing the following information:
o What are the preferences of people towards purchasing the
television of a particular brand?
o How they rate a certain brand?
o How effective are the advertising activities carried out by the
brands for its sales?
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SOURCES OF DATA
The next step is to gather information. There are two types of data.
They are:
PRIMARY DATA
SECONDARY DATA
PRIMARY DATA
First of all, all the sources of primary data from various sources should
be explored and examining the possibility of their use for study.
In many cases the data may not be inadequate or unusable and
therefore, may realize the first hand information.
There are two methods by which primary data can be collected.
They are:
Observation method
Communication method
OBSERVATION METHOD
Observation is one of the methods of collecting data. It is used to get
both past and current information. For example, instead of asking responder
about their current behavior, we may observe the result of such behavior.
The observational method is not used frequently. All the same it is
used especially in marketing experimentation.
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COMMUNICATION METHOD
This method is very popular. The method is used for the project study.
Advantages:
It helped in correcting not only factual data in terms of demographics
but also attitude and opinions.
The recorded data is more reliable and valid.
It is less time consuming and less expensive than observation method.
SECONDARY DATA
Any data, which has been gathered for some other purpose, is the
secondary data in the hands of research.
Advantages
The major advantage in the use of secondary data is that it is more
economical, as the cost of collecting original data is saved.
It saves much of the time of the researcher. This leads to prompt
completion of the project.
Search for secondary data is helpful, not only because secondary data
may be useful but because familiarity with such data indicates the
deficiencies and gaps. As a result the primary data can be collected
more specifically and more relevant to the study.
Finally the secondary data can be used as basis for comparison with
primary data.
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COLLECTION OF DATA
Primary Data:
It involves two aspects. The techniques and tools that are used in
collecting data are as follows;
Techniques
There are two techniques of collecting primary data
Observation
Survey
Secondary Data
The secondary data is collected from various business newspapers and
websites, journal and various magazines. The secondary data gave me brief
overview of the current market situation, the history of the company and the
sales figures of the latest quarter.
RESEARCH INSTRUMENT
In this project most of the data and information collected are in the
form of primary data, so the references and the contacts are very useful
instrument in such data collection.
Here unstructured questionnaire was used which was not pre-decided
depending upon the certain customers and it included both open-ended and
close-ended questions.
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SAMPLE PLAN
Sample plan is very much important for a research; after deciding on
sample instrument and research approach, sampling plan calls for following
decision.
Sample unit
This is very important for a research to decide as to who is going to be
surveyed, or what the sample unit is. In this research different category of
people, dealers were targeted to gather correct and reliable information.
Universe
The universe of the research here were the people and dealers of Pune
from different areas.
Contact Method
The sample method used here was personal visit. This is the oldest and
most commonly used method of marketing research. Naturally it could work
out more accuracy.
Here the unstructured and indirect type of personal question method is
used. The response is then direct and limited to the question framed in the
questionnaire which researchers record simultaneously.
4) Which TV do you own?a) LG g) Haierb) Sansui h) Samsungc) Akai i) Onidad) Philips j) Videocone) BPL k) Sonyf) Toshiba l) Sharp
5) If you have to buy a TV, which brand will you prefer?a) LG g) Haierb) Sansui h) Samsungc) Akai i) Onidad) Philips j) Videocone) BPL k) Sonyf) Toshiba l) Sharp
6) Advertising Activities:-
A) TV commercials:-LG Samsung Onida Videocon Sony
ExcellentGoodFairPoor
68
B) Outdoor Activities:-LG Samsung Onida Videocon Sony
ExcellentGoodFairPoor
C) Press/ Magazine Ads:-LG Samsung Onida Videocon Sony
ExcellentGoodFairPoor
69
QUESTIONNAIRE FOR DEALER
Date----/----/---- Product: TV/ LCD/Plasma
1) Name Of The DEALER:________________________________
7) Current Schemes, if any, on any of the brands?____________________________________________________________________________________________________________________________________________________________
8) Do you recommend any particular brand to customers? Yes/No