Multi-Branding Strategy of Videocon Industries in the Consumer Durables Sector


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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:

Price:

Case Code : MKTG116 For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Rs. 25 for Shipping & Handling Charges

Themes

Case Length : 17 Pages
Period : 1980 - 2005
Pub Date : 2006
Teaching Note : Not Available
Organization : Videocon Industries
Industry : Consumer Durables
Countries : India

Abstract:

Videocon Industries is a major player in the consumer durable goods industry. The case traces the growth of the company and its efforts in fighting competition. The case focuses primarily on the multi-branding strategy adopted by the company. The case throws light on VI's brands that make up the company's portfolio. It also brings out the positive and negative aspects of following a multi-branding strategy. The case ends with a discussion on the future prospects of the company.

Issues:

• Multi-branding in consumer durables industry.

• The multi-branding strategy of a company in the consumer durables industry.

• The advantages and disadvantages of the multi-branding strategy.

• Competitive scenario in the Indian consumer durables industry.

Contents:

  Page No.
Introduction 1
Background Note 2
VI's Brand Portfolio 3
The Rationale for Multi-Branding 7
The Downsides 8
Future Outlook 9
Exhibits 10

Keywords:

Videocon Industries, AB Electrolux, Electrolux Kelvinator Limited, Hyundai Electronics Limited, Multi-branding, LG, Samsung, Strategic Business Units, Joint Venture, Akai Electric Co. Ltd., Baron International, Kitchen Appliances India Ltd., Distribution Network, Mirc Electronics, Indian Consumer Durables Industry

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