Indeed, Videocon is a rare instance of a company that is foc
ussing attention on being across the value chain... right from manufacturing to branding. The company manages multiple brands like Akai, Kelvinator, Electolux & Sansui, apart from their own brands – Videocon & Kenstar. On the other, it manufactures even glass and colour picture tubes for TVs. Dhoot feels that this is important, “A company, which wants to be at the top, has to pay attention to both. Like Samsung and LG is there – they are very strong in manufacturing, they are also very strong in branding.” And Dhoot also reiterates that the main focus of Videocon is not marketing and sales, but it’s R&D. The company has a huge research centre with 1,000 research employees. Besides, the company runs 17 manufacturing units in India. Dhoot begs to differ when Videocon is compared to the likes of Sony, Samsung & LG.
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ussing attention on being across the value chain... right from manufacturing to branding. The company manages multiple brands like Akai, Kelvinator, Electolux & Sansui, apart from their own brands – Videocon & Kenstar. On the other, it manufactures even glass and colour picture tubes for TVs. Dhoot feels that this is important, “A company, which wants to be at the top, has to pay attention to both. Like Samsung and LG is there – they are very strong in manufacturing, they are also very strong in branding.” And Dhoot also reiterates that the main focus of Videocon is not marketing and sales, but it’s R&D. The company has a huge research centre with 1,000 research employees. Besides, the company runs 17 manufacturing units in India. Dhoot begs to differ when Videocon is compared to the likes of Sony, Samsung & LG.For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2007
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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