Strategy for Videocon mobile phones to make it big in Mobile Handset Industry

SWOT Analysis S O W T Strength: Videocon Group’s brand value The company is financially capable to experiment with it’s product and marketing strategy Strong distribution network Good battery life of the products Weakness: × Doesn’t target high end customers. × Poor positioning strategy: Customers doesn’t perceive Videocon as a mobile manufacturing company × Less advertisement Opportunity:  Fast growing Smartphone market  Can launch various schemes by integrating with Videocon Telecom in CDMA as well as GSM segment Threats:  Increasing popularity of other competitors like Lava, Karbonn, Intex etc.  Incapable to continuously adapt the sudden change in technology

Why is Videocon’s Brand recall low in mobile Industry? Perception of People People still perceive Videocon as a home appliance company. We conducted a survey about people’s cognizance of various products of Videocon in which we asked them to list the products of Videocon that comes to their mind Unable to come out with a brand name The company doesn’t have a recognized product chain due to which it fails to create a brand image like Lumia, Xperia, Canvas etc

Strategy of competitors: The company’s core strategy should be to deliver right value at right price. Advertising Celebrity Endorsements: Hiring celebrities according to target market; Micromax targeted fashionable women with ‘Bling’ with the help of Twinkle Khanna, targeted high-end customers with endorsing Hugh Jackman; Intex targeted tech-savvy people with ‘Aqua’ featuring Farhan Akhtar. Intense Digital Marketing Sports tournament sponsor:Micromax sponsored Asia Cup cricket, got the Title Sponsorship Rights for BCCI’s home season; Karbonn bagged rights for Champions league tournament Other Benefits Bundling with telecom provider Extended warranty Accidental Damage Cover

Measures for Videocon to become No.3: Reposition of Videocon mobiles to change the people’s perception Brand Identity Launch a new mobile for high end customer under the aegis of some brand name.(like canvas, xperia etc). Advertise the brand by endorsing any celebrity who can communicate the value of the brand. Extend Product line Introduce new variants targeting all the economic segments under the same brand name. Association Collaborate with any service providers and give extra value to the customers. Ex. Nokia and Airtel partnered together. Brand Retention To retain the brand in the minds of customer try to be in limelight by sponsoring any sports or commercial events. Customer Satisfaction Provide value added services like long warranty period, accidental damage coverage and also good after sell services to attain customer satisfaction.

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