Videocon Dth
BRAND AUDIT: VIDEOCON DTH
2011
GROUP 1
MAUNIL RITU ROHAN SHOIB SIDDHARTH VARSHA
10/25/2011
TABLE OF CONTENTS
Contents
BRAND INVENTORY 2 HISTORY 2 PORTFOLIO OF VIDEOCON PRODUCTS 3 BRAND ELEMENTS FOR DTH 4 VIDEOCON DTH PRICING, MARKETING AND DISTRIBUTION 6 BRAND EXPLORATORY 10 CUSTOMER KNOWLEDGE 10 SOURCES OF BRAND EQUITY 15 CBBE FOR DTH 17 BRAND POSITIONING 19 POD AND POP 19 THREATS TO BRAND EQUITY 21 RECOMMENDATIONS TO SUSTAIN BRAND EQUITY 21
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
2011
GROUP 1
MAUNIL RITU ROHAN SHOIB SIDDHARTH VARSHA
10/25/2011
TABLE OF CONTENTS
Contents
BRAND INVENTORY 2 HISTORY 2 PORTFOLIO OF VIDEOCON PRODUCTS 3 BRAND ELEMENTS FOR DTH 4 VIDEOCON DTH PRICING, MARKETING AND DISTRIBUTION 6 BRAND EXPLORATORY 10 CUSTOMER KNOWLEDGE 10 SOURCES OF BRAND EQUITY 15 CBBE FOR DTH 17 BRAND POSITIONING 19 POD AND POP 19 THREATS TO BRAND EQUITY 21 RECOMMENDATIONS TO SUSTAIN BRAND EQUITY 21
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
Bibliography: 1. http://www.videocond2h.com/wsc/products.aspx 2. http://www.videocond2h.com/wsc/packages.aspx 3. http://indiandth.in/Thread-Big-CBS-Prime-hops-on-to-Videocon-d2h 4. http://www.adgully.com/marketing/abhishek-bachchan-to-endorse-videocons-d2h.html 5. http://drypen.in/marketing/videocon-d2h-ropes-in-abhishek-bachchan-plans-rs-1-bn-marketing-push.html 6. http://www.worldofdth.com/home/2011/03/videocon-d2h-hd-dvr-3d-launched/ 7. http://www.pluggd.in/dth-connections-in-india-rural-vs-urban-297/ 8. http://themanmeetsabharwalblog.com/blog/marketing/videocon-d2h-branding-puzzle/ 9. http://www.videocond2h.com/wsc/number1_dth_player.aspx