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

Case Studies in Business Marketing

ICMR HOME | Case Studies Collection

To download Multi-Branding Strategy of Videocon Industries in the Consumer Durables Sector case study (Case Code: MKTG116) click on the button below, and select the case from the list of available cases:

Marketing Case Studies
Marketing Management Short Case Studies
View Detailed Pricing Info
How To Order This Case
Business Case Studies
Case Studies by Area
Case Studies by Industry
Case Studies by Company

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:


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


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


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.


• 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.


  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


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

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


Case Studies Links:- Case Studies, Short Case Studies, Simplified Case Studies.

Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.

Business Reports Link:- Business Reports.

Books:- Text Books, Work Books, Case Study Volumes.