Btl activations & process of videocon industries

videocon btl activations and process

1. BTL Activations & Process

2. 1 st I n d i a n C o m p a n y i n Color Televisions Fully Automatic Washing Machines No-Frost Refrigerators Slim TV Fuzzy Logic Split Air-conditioners Air Conditioners with Rotary Compressors Television with Auto Con Technology Satellite LCD 2 About Videocon Videocon is one of the leading brands in the consumer electronics & home appliances industry offering a full range of products Since its inception in 1979, Videocon has become a USD 5 billion global conglomerate. Videocon has significant sales presence globally and sells its made-in-India appliances to markets in the Middle East and Europe, West Asia, Latin America,

3. Home Appliances Refrigerators Washing Machines Air Conditioners Air Coolers Mixers, Toasters & Iron Microwave Oven Vaccume Cleaner Geysers Water Purifiers Consumer Electronics CTV TV Plasma TV LCD TV LED TV Home Entertainment Systems Audio/Video Products Videocon Sansui Kenstar Kelvinator Nordmende Philips Electrolux Products Brands BUSINESS PORTFOLIO

4. VSOL CE & HA Solar Energy DTH Retail Petroleum IT BRAND BASKETS OF VIDEOCON Energy Hospitality

5. 5 ATL BTL Mass Reach Brand Awareness No direct consumer involvement Consumer Defined Generates Trial Direct consumer involvement The Tug of War continues…….. Videocon works TTL – Through the line Integrating the activities of ATL & BTL Marketing Tools

6. Intention to Purchase/ Consideration Brand TOM/Demand creation channels Thus, ITP of a Brand is the POTENTIAL of the Brand to convert to sales in a Category. Durables/High involvement/ High cost Categories Final brand selection/ Purchase Stronger Prior Use TV Print Outdoors WOM Demand In Store Activities Sales Recommendation Dealer Margins Promotional Offers/discounts Activation ATL Increases Consideration / Intention to Purchase BTL strengthens the selection process

7. BTL OBJECTIVE’s To help secondary sales by doing on ground activities. Connect the customer directly. Target specific audience at specific area Create Visibility of Brand, Products & Collaterals. Ensure to reach right communication to the right consumer at the right place

8. PROJECT 1 – REQUEST FOR QUOTATION Objectives Benchmarking the rates of inshop branding materials, signage & stands and hence preparing an RFQ for focus india market (south, north) of videocon . Purpose The purpose of rate for quotation (RFQ) is to short list the vendor L1, L2 for inshop branding and signage.

9. Scope of the Project To smoothen the process of AN’s for all catergories of events, branding and other activities done at branch level. To ensure best support from vendors and ensure that their invoices are processed on fast track and payments done within stipulated timelines. Payment to vendors within 45 days @ rates finalized for 1 year at 18 Branches RFQ Submission Material Requirements Non Lit Boards , Glow Sign Boards , Acrylic signage , ISB with Acrylic Sheet , Stands , Wooden Cut Outs

10. Format Of RFQ sheets ..\RFQ Detailed Sheet.xlsx Benchmark Rates Sheet ..\office final files\Benchmark Rates.xlsx Pictures of Materials ..\modes of advertisement printings.pptx Sample of branding with materials ..\..\Office final files\ approva notes\EASTERN MARKETING SD BRANDING.PPTX

11. Dealer Meet Process Purpose of the Dealer Meet Process   A standard reference guide and support for CMO, Managers of the Marketing Department and Members of the Organizing Committee to successfully Plan, Implement, Execute and Post Analyse the different types of Dealer Meets. The background information to understand the necessary requirements for conducting Events / Meets across all Verticals. Exhaustive list of issues that need to be considered when planning a dealer meet.

12. Objective To standardized and simplify processes in order to conduct various dealer meets across Videocon Industries CE/HA Background Videocon Industries frequently conducts Dealer Meets both domestic and International which reflects on the overall brand image and reputation of the Organization. It is therefore crucial that the highest level of professionalism is brought to the Planning, Management and Execution of these meets .

13. Types of Dealer Meets Foreign Trip Scheme Dealer meet Product Launch Scheme Launch Incentive: Dealer Scheme and Consumer Scheme All Invite dealer meet

14. Foreign Trip Scheme Dealer meet To appreciate , reward and make the dealers aware of Videocon’s Associates with prestigious events. For example - IIFA awards is sponsored by Videocon ,thus Dealers who have achieved sales target are send to attend the awards .

15. Product Launch To Showcase & Demonstrate the new product to the stakeholders, trade partners and media For example :- 4k Led Tv launch , Wiifi Ac at Hyatt Hotel , Mumbai

16. Scheme Launch To pump up the dealer for the festivals and show them the support being extensded om form of marketing services etc. For Example :- 786* Scheme of EMI Payment for EID festival.

17. Incentive Dealer Meet To motivate the dealers to increase sales of product For Example :- Dealer meet at Cochin , Calicut to be held on 8 th and 9 th July to for motivating dealers to increase the sales of products

18. All invite Dealer Meet To entertain , appreciate , and make the dealers aware of Videocon’s Associates with prestigious Events For example :- Get together of all Dealers on 31 st December to celebrate New year at Hyatt Hotel and big Bollywood stars gave there performances. Checklist :- ..\..\office final files\Dealer Meet Process.xlsx

19. Sponsorship/ Events Process & Activities Purpose : Used primarily to reach specified business goals. Enhancing business, consumer and VIP relations Differentiating from competitors Objectives of Sponsorship : - Enhancing Image/Shaping Consumer Attitudes Driving Sales

20. Background A large number of events these days use sponsorship support to offer more exciting programs and to help defray rising costs such as IIFA awards, IPL Indian Soccer League . Sponsorship allows you to reach specifically targeted niche markets without any waste. In addition, it is a powerful complement to other marketing programs, in addition to having a dramatic influence on customer relations.

21. Types Of Sponsorships :- Event Sponsorships Title Sponsorship   Media Sponsorship

22. SOP ( Standard Operating Procedure ) Background The Videocon Home Appliance products require documents submitted to concerned managements controlling the maintenance of the products displayed. For other security and maintenance related documents, it is good practice and common procedures must be in place to ensure the accountability, traceability, and consistency of these documents.

23. Purpose The purpose of this Standard Operating Procedure (SOP) is to describe the standard procedures to be followed for the management of controlled documents related to display of Videocon products at cafeteria of Videocon (Corporate office) ( Udyog Vihar 296, Phase 2) Scope Controlled documents related to maintenance, security, training, décor, product buying process, product POSM, participant information sheet, informed consent form, advertisements. Others include subject diaries, departmental and study specific SOPs, organisation chart, training matrix and work flow instructions.

24. PRODUCT DISPLAY LED TVs / 4K TV Washing Machine Mobile Phones Refrigerator Ac ( Wi-Fi Ac) DISPLAY STAND LED Stands / 4k Stands Mobile Stands AC Stands Base For Refrigerator and washing machines FEATURE CARDS PROCESS FOLLOWED FOR DISPLAYING OF PRODUCT Checklist and process of SOP :- ..\..\Office final files\SOP PROCEDURE (1). docx

25. Corporate gifts can be devised into :- Business Corporate gift Promotional Corporate Gift Purpose : -   Promotes the name of company with brand name written on them. It makes your logo popular in the market so that people can easily identify you easily It works as a speciality advertising for your new product Corporate Gifts & Promotional Gifts

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