Rajesh Rathi , Business Head , Videocon

Over the years, Videocon has successfully met the changing needs and demands of consumers through its technologically advanced products. The brand is committed to develop products that aim at enriching lives.

Presence from Metros to Deep Rural Areas: Strategy

Over three decades, Videocon’s channel strength has grown with each passing day. We have a vast network that is deeply penetrated, covering the length and breadth of the country, making us truly Desh Ki Company, Deshvashiyo Ke Sath. This allows us to be accessible and have a prominent presence across the country, especially in the 10K+ population towns of the country. Videocon today reaches out to its customers through a strong network of trade partners. Our strong relationship, channel-friendly policies, and strategy to empower trade partners has made us the most preferred brand in the consumer electronics and home appliances industry. This robust presence is supported by the strong service support provided by the operations team at Videocon.

Marketing Strategy

Our vision is to come up with technologically advanced products that are relevant to the customers and extend comfort and luxury across all socio-economic backgrounds. Our marketing mix is a careful selection of different elements to build, connect, and engage with customers. There has been a lot of focus on the digital front and our social media engagements have significantly increased. Apart from digital, we look at regional engagements, in-store promotions, and in-store customer experiential to reach out to our discerning customers. We keep updating in order to optimize our marketing mix to garner maximum long-term benefit.

Advertising and Communication Strategy

Videocon’s hi-tech advanced technology focus has brought the customers closer to the brand through its advertising and marketing campaigns. With innovative communiqué, Videocon has been able to build top-of-the-mind recall among consumers. As part of various customer-centric initiatives, Videocon provides bundled offers, extended warranties across product categories, and offers easy finance schemes like Buy this year, Pay next year, and easy EMIs on Videocon products. This, there is a special focus on in-shop branding and on-ground sales assistance, to enhance the shopping experience and add value to the purchases.

Key Achievements

Offering the best-in-class technology products has always been one of the major missions of Videocon. With the launch of technologically empowered products like the satellite AC that pairs up with smartphones and smartwatches, and the Wi-Fi enabled ACs, Videocon has made advancements to cater to the digitally active customers. This festive season, Videocon has rolled out new products across categories. Among some of the high-end products is the Videocon 4K-HDR (borderless) TV and the new range of LED TVs with the Eyeconiq engine technology, which is adept at reproducing up to 100 percent colours that a human eye can see. Videocon has also introduced a new range of energy efficient refrigerators, Titanium, with inverter compressor in the frost-free segment. The company has also unveiled the all new Digi One, a fully automatic top-loading washing machine with an advanced touch to display feature. With this robust line-up, Videocon aims at redefining product experience.

Our Plans and Vision

Videocon aims at strengthening its premium product offerings and adding more technologically advanced products to the portfolio. To achieve this, we will continue to manufacture as well as innovate in the country. The IoT era is of great significance to Videocon. The company continues to manufacture products and devise solutions that are attractive to the millennial as well as relevant to the aged populace. The brand is also gearing up to roll out newer models in all the product categories. Videocon will continue to augment consumer experiences in the coming years as well.