Videocon Dth

BRAND AUDIT: VIDEOCON DTH 2011 GROUP 1 MAUNIL RITU ROHAN SHOIB SIDDHARTH VARSHA 10/25/2011 TABLE OF Contents BRAND INVENTORY2 HISTORY2 PORTFOLIO OF VIDEOCON PRODUCTS3 BRAND ELEMENTS FOR DTH4 VIDEOCON DTH PRICING, MARKETING AND DISTRIBUTION6 BRAND EXPLORATORY10 CUSTOMER KNOWLEDGE10 SOURCES OF BRAND EQUITY15 CBBE FOR DTH17 BRAND POSITIONING19 POD AND POP19 THREATS TO BRAND EQUITY21 RECOMMENDATIONS TO SUSTAIN BRAND EQUITY21 BRAND INVENTORY HISTORY Videocon, established in 1985 by Nandlal Madhavlal Dhoot, is an Indian worldwide with business into customer hardware, cell phones, oil and gas, shading picture glass cylinder, media communications and DTH. Having interests to grow everywhere throughout the world, Videocon has 17 assembling plants in India as well as has expanded its stake into nations, for example, China, Italy, Mexico and so on. It is additionally the third largestâ picture tubeâ manufacturer on the planet. Videocon began with assembling Television sets and clothes washers in India and in the long run in 1990s forayed into assembling other purchaser hardware and machines including glass shells for CRT. When the greatest moves for Videocon was on July 7, 2005, when it gained the whole stake of Electrolux India and Thompson CPT. It was around the same time that Videocon took over Hyundai Electronics. As they advanced and ventured into new organizations, Videocon moved into the DTH administration in July 2009 under the brand name as Videocon ‘d2h’. DTH administrations had just begun to make its essence in the Indian market with the dispatch of Dish TV by Essel Group's Zee Entertainment Enterprises in 2004, that was before long followed by Tata Sky, Airtel Digital Tv and Reliance's BIG TV to give some examples. Despite the fact that Videocon didn't have the principal mover advantage, they before long developed the administration and in Oct 2009, Videocon d2h was granted as the fourth best Brand propelled in 2009 by Brand Derby Survey done by Business Standard. The contributions before long were separated with the presentation of satellite DVDs in Nov 2009 and further the 3D renditions of all set top boxes in March 2011. They additionally offered LCD & TVs with fabricated in DTH satellite receiver, which was generally another idea dissimilar to different players who gave just the set top box. By Feb 2010, they became large and accomplished Pan India Operations. Arrangement OF VIDEOCON PRODUCTS The Group Videocon is worth around US$ 4. billion and its image portfolio and accomplices incorporate AKAI| | Electrolux| | Kelvinator| | Kenstar| | Toshiba| | Sansui| | Hyundai Electronics| | *In the type of Marketing Operation and Distribution understanding marked The Videocon items have been isolated dependent on the premiums of the organization and incorporates * Consumer gadgets and apparatuses * Mobile telephones * Oil and gas * Color picture tube glass * Telecommunications * DTH administrations The Videocon d2h items portfolio inc orporates Satellite HD box| Satellite HD DVR| Satellite HD box (3D)| Satellite DVD| Satellite LCD| Features| * Mosaic (12 PIP) †Genre astute * Favorites * Multilingual Channel Guide * Preview Screen (Full Guide) * Info Bar * Tickers * Active Services †Direct Active ( Darshan, State, Channel and East)| * Full HD Picture Quality (1080i) * 5 x times Digital Quality Picture * HDD Sound †High Definition Digital Sound * 16:9 Wide Aspect Ratio * Record upto 200 hours * Slow movement feature| * High Definition Satellite Box * Full HD Picture Quality (1080i) * 5 x times Digital Quality Picture * HDD Sound * 16:9 Wide Aspect Ratio * USB Port * Active Music Space * Multiple Tickers * d2h Movies| * Co-pivotal Digital Audio Output * Smart Power Control * DTH empowered Satellite DVD * USB Port * Multimedia Card Port * DVD/MP3/VCD/SVCD/ACD/KODAK * DiVX/MPEG-4 perfect * Power Resume| * Inbuilt D2H * UV Glossy Look * HD Ready * 200000:1 Contrast Ratio * MPEG4 and DVB S2 Technology * T ickers * Energy Meter * Capture Logo| Package| Based on zone and channels| Based on zone| Based on zone and channels| Based on channels| - | Offers| Available| - | Available| - | - | Warranty| Life time| Life time| Life time| Life time| - | Price| Rs. 1390/ - | Rs. 3990/ - | Rs. 1690/ - | Rs. 2690/ - | Varies with screen size| BRAND ELEMENTS FOR DTH About 3 years prior, the Videocon gathering, with incredible show in Los Angeles, propelled their new logo to extend an increasingly current look that gave a contemporary vibe. The logo was revealed by in all honesty Videocon brand envoy Shahrukh Khan. The new logo depends on the shopper based methodology of the brand and it’s situating should be closer to the purchasers heart †both as far as its goals and ways of thinking, just as its adjusting attributes. The brand make-over is focused on youthful customers who have another universal outlook. The following are the new and old logos and the dispatch pictures: Note how the new logo demonstrates ‘green’ and ‘fluidity’. The message from Videocon is that it is prepared to get adjusted to the adjustments in the coming occasions. The logo was enlivened by the two characters ‘Chouw’ and ‘Mouw’ which speak to the 2 pieces of the V of the logo. Both the characters have certain character characteristics dependent on their physical traits. A progression of short recordings of these two characters was introduced to advance the new brand picture. Albeit a decent idea, it very well may be inferred the new mascots neglected to associate with the crowd and didn't create enough brand review. Videocon DTH name has the favorable position that the brand name is nearly the classification name of the brand (direct to home). Thus, in that sense, Videocon has played a victory in expanding the striking nature of the brand. The turn of phrase rhymes well ‘Direct Hai, Correct Hai’ and gives an importance to the brand and should help in working of the brand mantra. The hover of the logo can be deciphered as the catch of your TV remote which is further a wellspring of brand affiliation. DTH has picked Abhishek Bachchan as its image minister, seeing his perfect picture and family esteems. The following is the logo and duplicate of the DTH brand: VIDEOCON DTH PRICING, MARKETING AND DISTRIBUTION Videocon propelled its Direct-to-Home administrations after a great deal of different organizations had just made their essence in the Indian market in any case, since the time they propelled their administrations they separated themselves by featuring that they were just one to offer the clients across India the world’s first Satellite LCD, Satellite TV, Satellite DVD just as the Satellite Box (STB). On one of the events Mr. Anil Khera, CEO, Bharat Business Channel Ltd. (BBCL) stated, â€Å"We are happy to present our satellite scope of items and administrations. We are the most recent contestant in the DTH classification in India, however unquestionably not equivalent to other people. We are making another classification of Satellite Products. Our select line of Satellite scope of items makes certain to grab the attention of today’s purchaser, who is searching for mechanical developments. At Videocon d2h, we guarantee to convey the most recent offering some incentive for cash to our customers. The market division for Videocon d2h fundamentally centered around ladies who are customary watchers and take part in every day cleansers. In different cases, they additionally center around ladies expect to learn English as an additional component of DTH administration. Videocon likewise focused on youngsters by giving games, word reference, revelation recordings, extraordinarily inbuilt Math, Science and Social activities and so on, while more established gathering of clients are offered uncommon administrations, for example, recordings of divinities and projects with social and strict substance. Thus, this showcasing technique concentrated on item †the first ‘P’ of promoting blend. Videocon d2h, considered world’s first satellite TV item presented with the most exceptional DTH Services, has a container India nearness. Videocon d2h was first propelled in the Punjab advertise, trailed by a stage insightful dispatch across different districts. Today, it is accessible in practically all urban areas of India and developed to a position where procuring an association is certainly not an obstacle. Along these lines, Videocon has effectively utilized the utilization of spot the second ‘P’ of showcasing blend. Videocon d2h utilizes unique advertising techniques for advancement and deals of its item. The means beneath diagram their systems * Advertisements with the brand ministers (Secondary affiliations) The principle reason lies in the way that film stars and big names include the remainder of fun and diversion to these administrations. Abhishek Bachchan was roped in to turn into the essence of Videocon ‘d2h’ and highlight over all Videocon d2h brand and productâ communicationsâ including commercials on TV, print, open air, radio. Videocon contributed Rs 1billion to advance the brand and with time, Abhishek was instrumental in conveying the advantages to purchasers the nation over. * Packages structure the other part of the advancement and deals that may come as limits, offers or local packs to suit the clients. Videocon has played out a client arrangement dependent on the necessities and has tweaked different bundles suit their review inclinations, area and residency for which the clients need to purchase. In A-La-Carte benefits, clients are given the alternative to plan their own bundle either by picking singular channels or by joining at least two existing bundles. The following showcasing blend, Price had an influence to build their piece of the overall industry. When Videocon propelled the set up boxed for its DTH administrations, the market previously had huge players. In this way, it was fundamental for them to utilize serious evaluating to enter the market and push volumes, get piece of the pie and make itself as a possibility for the clients to purchase the administration. In this manner, set-top boxes were less expensive than the ones accessible in the market and estimating turned into a significant procedure with Videocon over the entirety of its product offerings. With contact to Th