Multi-Branding Strategy of Videocon Industries in the Consumer Durables Sector
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(Case Code: MKTG116) click on the button below, and select the case from the list of available cases:
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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.
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Case Details:
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Price: |
| Case Code |
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MKTG116 |
For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extraThemes
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| Case Length |
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17 Pages |
| Period |
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1980 - 2005 |
| Pub Date |
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2006 |
| Teaching Note |
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Not Available |
| Organization |
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Videocon Industries |
| Industry |
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Consumer Durables |
| Countries |
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India |
Abstract:
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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.
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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:
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
Multi-Branding Strategy of Videocon Industries in the Consumer Durables Sector
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