Videocon International Ltd is charting out an aggressive marketing plan to promote its entire ‘Videocon Multi-Fridge’ range on the features’ platform along with enhancing its marketing services, dealer network and distribution system soon.
In the 30-lakh unit refrigerator market, Videocon aims to look at a market share of 16 per cent in the direct-cool segment and 20 per cent in the frost-free segment by 2003-end. Currently, the company enjoys a marketshare of 13 per cent in the direct cool segment and 11 per cent in the frost-free segment.
According to the latest data released by ORG, Whirlpool is the market leader with a share of 25 per cent in the overall refrigerators segment. Electrolux has 22.5 per cent, LG seven per cent, Samsung six per cent and BPL five per cent. Godrej has registered a decrease in its marketshare from 18 per cent last year to 16 per cent this year in the refrigerators segment.
According to company sources, it has expanded dealer network by 40 per cent (from 900 to 1,300 direct dealers) since last year. The company has also increased the number of distributors from 210 to 230 and at present has 90 service stations.
Videocon has also increased the number of Videocon-on-Wheels (VOW)—a ‘Refrigerator Service At Your Doorstep” mobile van service—from 50 vans to 164, spread in 29 towns, to safeguard the interests of customers in the event of any functionality failure.
As part of the campaign, the company will focus on a 400 sq ft dealer network space wherein 550 demonstrators will rotate around 3,000 dealer counters across the country. PoP materials will be provided to all Videocon dealers. The company has invested Rs 3 crore in enhancing its marketing services.
Source: Financial Express