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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• 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.

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