It was available in all the high-end counters and it also had a well-placed network

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It is felt, though, that Videocon scores low on brand awareness and recall. Harish Bijoor, CEO, Harish Bijoor Consults Inc. agrees, but is positive about the Videocon brand, as he comments to B&E, “It is viewed to be international, thanks to the tag of ‘Videocon International’. The brand is considered medium quality, but high on delivery. It is in a cusp status between the Korean brands at the top and brand images such as the ones enjoyed by Akai & Aiwa at the bottom.”

The other brands have their own unique positioning. Kelvinator, for instance, is launched only in North India, where, Tandon claims, the brand has occupied 13-14% market share without very significant advertising. He further elaborates how Hyundai is strategically placed to attack the Korean brands, Akai is based on the low price platform in consumer electronics and Sansui as a brand takes advantage of its Japanese lineage. But how confident is the company of turning around the Electrolux brand, which has already faltered in India in front of the aggressively low priced competition? Of course, for that, the right man to ask is Anirudh Dhoot, son of V. N. Dhoot and Managing Director, Electrolux Kelvinator Ltd. who we met separately in Mumbai. In Electrolux, one can see fleeting glimpses of how Videocon approaches new business opportunities.

reviving electrolux

When B&E had earlier interviewed Hans Straberg, President & CEO, AB Electrolux, he had expressed immense confidence in his partnership with Videocon in India, and said that the company was confident of making a comeback. When we asked Anirudh Dhoot to comment on how the company viewed the Electrolux acquisition, he stated, “Before Videocon took over; Electrolux had a good brand name, reputation in the market. It was available in all the high-end counters and it also had a well-placed network.” And the negatives were more linked to the costs not being effectively managed, as in the company was suffering from high overheads, which proved a major drawback in India. So Videocon decided to become an OEM to them, utilising all their expertise, and leveraging on the brand.

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Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist).


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