Marketing Strategies: Videocon: Early Marketing Strategy?

Early marketing strategies: Videocon offered brand at affordable cost, which gave strength to their marketing activities. They mapped their marketing platform and established each segment with prompt marketing communication to the customers. Their multi-brand strategy helped them present at higher-end, mid-end and to the lower end segments to tap huge urban and rural area.
Entertainment and sports have been their major sectors for advertising and promotional strategies. With sponsorship in Cricket and organizing various Bollywood awards ceremonies, they have been successful in reaching millions of Indian hearts. They also use print media and TV commercials to promote their offerings. Close association with Kaun Banega Crorepati has helped
It is professed as a brand for the Indian middle class — no glamour, no frills, simple, reliable and hassle-free. However, in the high-end products market, Videocon was way behind LG and Samsung. For example, it does well in the conventional CTV category but not in the LCD class. Again, same thing with air conditioning – though its window air-conditioner category was doing well, split air-conditioner category was lagging and not much scope. Videocon is the only brand in India to have always maintained rationality and spontaneity in its business practices as it believes that it has to constantly evolve to fulfill what the end consumer wishes. It is in steady ascent to be in the top amongst the global consumer durable corporations. Videocon unlike other global business corporation is not afraid to think out of the box and try something
This surely targeted young influencers to catch them young associating with the reviving brand. With the rebranding exercise, they created two animated characters named ‘Chouw’ and ‘Mouw’ and the agency conceptualized a series of five films, each telling a simple story while reinforcing the brand’s new positioning statement, “Experience Change.” For instance, the first film titled ‘Hot’ shows the two characters flying up to the cloud and making it burst to help water a flower that is drying up. “The other films: Bird, Doll, Moon and At Sea also express a feeling of happiness and exhilaration felt by everyone involved as they ‘experience change’ brought on by the good deeds of Chouw and