Videocon Dth

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BRAND AUDIT: VIDEOCON DTH
2011
GROUP 1
MAUNIL RITU ROHAN SHOIB SIDDHARTH VARSHA
10/25/2011

TABLE OF CONTENTS
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, founded in 1985 by Nandlal Madhavlal Dhoot, is an Indian multinational with business into consumer electronics, mobile phones, oil and gas, colour picture glass tube, telecommunications and DTH. Having interests to expand all over the world, Videocon has not only 17 manufacturing plants in India but also has extended its stake into countries such as China, Italy, Mexico etc. It is also the third largest picture tube manufacturer in the world. Videocon started with manufacturing Television sets and washing machines in India and eventually in 1990s forayed into manufacturing other consumer electronics and appliances including glass shells for CRT. Once the biggest moves for Videocon was on July 7, 2005, when it acquired the entire stake of Electrolux India and Thompson CPT. It was in the same year that Videocon took over Hyundai Electronics.

As they progressed and expanded into new businesses, Videocon moved into the DTH service in July 2009 under the brand name as Videocon ‘d2h’. DTH services had already started to make its presence in the Indian market with the launch of Dish TV by Essel Group's Zee Entertainment Enterprises back in 2004, that was soon followed by Tata Sky, Airtel Digital Tv and Reliance's BIG TV to name a few. Even though Videocon did not have the first mover advantage, they soon built up the service and in Oct 2009, Videocon d2h was awarded as the 4th most Successful Brand launched in 2009 by Brand Derby Survey done by Business Standard. The offerings soon were differentiated with the introduction of satellite DVDs in Nov 2009 and further the 3D versions of all set top boxes in March 2011. They also offered LCD & TVs with built-in DTH satellite receiver, which was relatively a new concept unlike the other players who provided only the set top box. By Feb 2010, they grew big and achieved Pan India Operations. PORTFOLIO OF VIDEOCON PRODUCTS

The Group Videocon is worth around US$ 4.1 billion and its brand portfolio and partners include- AKAI| |
Electrolux| |
Kelvinator| |
Kenstar| |
Toshiba| |
Sansui| |
Hyundai Electronics| |
*In the form of Marketing Operation and Distribution agreement signed The Videocon products have been segregated based on the interests of the company and includes- * Consumer electronics and appliances

* Mobile phones
* Oil and gas
* Colour picture tube glass
* Telecommunications
* DTH services
The Videocon d2h products portfolio includes-
| Satellite HD box| Satellite HD DVR| Satellite HD box (3D)| Satellite DVD| Satellite LCD| Features| * Mosaic (12 PIP) - Genre wise * Favourites * Multilingual Channel Guide * Preview Screen (Full Guide) * Info Bar * Tickers * Active Services - Direct Active ( Darshan, State, Channel & 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 motion 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-axial Digital Audio Output * Smart Power Control * DTH enabled Satellite DVD * USB Port * Multimedia Card Port * DVD / MP3 / VCD / SVCD / ACD / KODAK * DiVX / MPEG-4 compatible *...
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