VISIT SUMMARY of Isd Videocon
Transcript of VISIT SUMMARY of Isd Videocon
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VISIT SUMMARY
Location Lajpatnagar , Dealers- Next Retail , Sargam Sales , Digi world, Date-25.05.2011
Next Retail
VG ISD Shailender
Observations:-
VG ISD was not present at store as he was out for certain delivery work andhis expected time to return was 2hrs.
VG product is the last option any ISD talks about, until customerproactively asks about it.
Sargam Sales
VG ISD- Jatin
Observations:-
VG ISD absent from last 2 days. Display of VG products at location was only one Sansui color TV which was
placed at the last corner of store.
Samsung & Godrej were the most populated brand at display. Godrej is a strong competitor for window AC in terms of price.
Digi World
ISD for VG products 3.Names of ISD: - Santosh, Lovely, NA.
ISD supervisor- Rohit
Store Manager- Ashwini Agarwal
Observation:-
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Conflict between Store Manager & ISD regarding their KRA. Dull environment within the store because of differences among entire
crew could be seen on their faces.
ISD grievances :- a) Price differentiation of similar VG product at Digi world& Next Retail for Rs 6,000.b) VG product VCL-063/093 is the most enquired
product by customer, which is out of stock for last couple of days. c) ISD is
not given needful support from Store Manager due to personal differences.
d) Semi automated washing machine is out of stock for couple of days. e)
ISD is also responsible for the delivery of products which holds them back
to participate in other sales. f) ISD is suppose to participate in marketing
activities like road shows, which cuts down their store sales target.
Lack of convincing skill and effort from ISD. Pattern of explanation is moreof like IVR (Internal Voice Recorder).Soft skills of ISD are need to be taken
care of because too much of repetition of products details tends to confuse
the customer.
Lack of coordination between ISD Supervisor & Store Manager. Damage products were at display. ISD follow price as the major USP for VG product. At large customer comes
with expectation of durability of product and value of their money.
Smart attire for ISD can also be considered to be more influential. Physical quarrel occurred between Philips / Electrolux ISD & VG ISD at my
presence.
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VISIT SUMMARY
Location Kalkaji , Dealers- Sargam Sales, Date-26.05.2011
VG ISDShyam Nandan
ISD Supervisor- Rohit
Observations:-
Branding at dealers is major concern for VG products. Branding material ofcompanies like TOSHIBA, SAMSUNG, HITACHI, HAIER and VOLTAS could be
seen all over the dealer along with their products. Have clicked some
pictures of store display to have better idea.
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POP were absent from VG products which left dull impression, where asour competitors very beautifully displayed their products.
ISD grievances :- a) Most demanded VG fridge -frost free & direct cool frostis out of stock for more than a month. b) Videocon AC out of stock for morethan a month. c) Sargam electronics Rithala warehouse is out of stock of
maximum VG products. d) From last 6 months ISD has been asking to
Paramjeet Singh (Area Sales Manager) for splitter for better picture quality
at display for LCD & LED. e) LG & SAMSUNG are market leaders for
microwaves and its next to impossible to convert customer for KENSTAR.
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5 Kelvinator AC were sold in month of May. ISD has not attended his last training because it clashed with its working
hours.
ISD told that there is a facility oftelephonic training. ISD has dual employment (Videocon & Sargam electronics).
VISIT SUMMARY
Location Gurgaon , Dealers- Next Retail, Samrat International, Vandana Electronics,
Date-02.06.2011
Next Retail (Sec-31)
ISD- Vedpal
Observation:-
ISD was on weekly off. POP were again missing from displayed LCD & LED at store. Market findings:- We can ask for better branding as this locality is majorly
crowded with upper class family. Products were just overlapping each
other and gave a look of warehouse ambience.
Samrat International (Jacobspura)
Observation: -
They dont have ISD. Sony has major branding. Area wise its comparatively smaller.
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Dawar International a huge retailer at the same location has done majoron-road branding of SAMSUNG or it can be vice versa situation..
Vandana Electronics (Jacobspura)
ISD- Mukesh
ISD Supervisor- Rajiv
Observation:-
ISD was not present at store as he was involved in sales activity at ApparentHouse, Huda City Centre.
VG products where displayed gracefully.Next Retail (Sec-14)
ISD- Manoj Kumar Singh
Observations:-
Branding at dealers is major concern for VG products. Branding material ofcompanies like SAMSUNG, IFB and LG could be seen all over the store along
with their products.
POP were absent from VG products (all LED & LCD) which left dullimpression, where as our competitors very beautifully displayed their
products. Product like fridge is internally also decorated with POP to get the
attention of customer, which lacks in Videocon.
ISD grievances: - a) IFB is market leader in microwave. b) IFB is marketleader in front loading and tilt drum washing machines. c) ISD is low on
motivation because of fixed incentive policy.
ISD has very good approach. Amazing convincing skill and productknowledge.
Market findings: - a)Videocon provides 15 degree tilt with only 2yearswarranty where as our competitor IFB provides 45 degree tilt with 4 years
warranty at just a hike of Rs 2000.b)Double door fridge issue:-Look wise it
seems to be bulky i.e. seems to be more area consuming rather we should
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focus on the height of fridge. Freezer is too big then the fridge which is just
opposite to our competitor SAMSUNG and that is the option customer look
for most. Star rating is less compared to competitors at same capacity and
price. Interior of fridge has pale look where as competitors have made it
quite fancy which catches customers eyes. Quality of handle and tray is
weak compared to our competitors.
Next Retail(Malviyanagar)
ISD- Mithun Kumar Gupta
ISD supervisor- Rohit Mishra
Observations:-
Foremost the ISD deployed has tremendous convincing skill. It was latehour of the day where he gave us approx Rs 50,000 business despite he was
exhausted with entire days work. I could see him literally converting two
families from SAMSUNG 1.5 tone SPLIT AC to VIDEOCON. He had a never let
go spirit. He is a resource we cant deserve to lose. For assistance we can
pull back his months performance record. ISD Grievances: - a) Model VAE 243/2011, 3* rating cost Rs 12,855 has
poor quality of door handle. b) Products like semi automatic washing
machine, SANSUI & VIDEOCON CTV , VS-163 are out of stock .c)Pay
structure is not motivating at all. Competitors have lucrative incentive plan
for good performers.
Market findings: - Indian family still very much rely on womans decisionbefore making any investment, irrespective of demographic factors. We can
give a thought on areas like the color, interiors, shape of our products
where we can win the maximum. Our products are not as trendy as our
logo.
Location Lajpatnagar , Dealers- Next Retail , Sargam Sales, Date:- 03.06.11
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2nd
visit as ISD were not available at prior visit.
Sargam Sales
ISD- Jitendar Khimani
ISD Supervisor: - Rohit
Observations: -
Once again Branding at dealers is major concern for VG products. Brandingmaterial of companies like TOSHIBA, SAMSUNG, HITACHI, HAIER and
VOLTAS could be seen all over the dealer along with their products.
SAMSUNG has maximum branding. Have clicked some pictures of store
display to have better idea. ISD grievances: - a) Branding materials, POP, Splitter (HD quality) have been
asked to Amit Tiwari for long time. b) Sargam electronics Rithala
warehouse is out of stock of maximum VG products.
To my surprise this VG ISD is Sargams Store Manager also. His salary isapprox Rs 25000 as his experience in consumer durable is for 17 years from
Sargam Sales. My point is either we are wasting Rs 6600 by paying to such a
person or we are ignoring a skilled resource for cost factor.
Market findings: - a) the reason why we are not able to capture the rest of market
is due to the confusion in the mind of customers and the confusion is about our
after sales service. I believe we need to extensively promote our after sales
services. For instance as LG extensively promoted information of its after sales
service .b) If we talk about Delhi-NCR, the major population is rented, so pulling
back Videocon WINDOW AC from market has not shifted our customer from
WINDOW to SPLIT AC rather they have shifted to other brand for WINDOW AC.
The reason felt was reinstallation of WINDOW AC is easier and cheaper comparedto SPLIT AC and rented customer tends to shift yearly on an average.
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Next Retail(Lajpatnagar)
ISD- Shailender
ISD supervisor- Rohit Mishra
Observations:-
ISD was not available at store as he was out for some Videocon activityhappening at Tivoli Garden.
If we talk about big banners as branding it is ok .Its ok because postershave become old & seems to be faded therefore it does not solve the
purpose of branding as it still does not attract the customer.
POP were again missing from displayed LCD & LED at store. Market findings:- We strictly need to make a run through our Inventory
Management as none of the stores have been happy about it. The most sad
part is when customer comes looking for particular Videocon product 80%
time they have to switch for different brand due to unavailability of
product.
Worked as a Management Trainee in Videocon Industries Ltd.Marketing BTL for 2 Months
(May 2011-July 2011)
Details of Internship:-
Mystery Customer- to check the knowledge of ISD (In-shop demonstrator) of Videocon To analyze if the expenditures made on ISD are favourable for the company or not Identified the need of proper POP placement so that Videocon could improve their brand
visibility Keeping a track of World Cup scratch cards issued by Videocon Route mapping for 2 months pan India Dealer Visit Made a diagrammatic representation of advertising costs made by Videocon for the purpose of
analysis.
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