Positioning

With seven brands in its kitty, it was not easy for Videocon to position itself. But, ‘the Indian Multinational’ changed all that

As Videocon has several brands under its umbrella, we position ourselves according to price and placement of the brand. Our positioning strategies change as per the brand we are talking about. Videocon is a mass-premium brand and we target all around the country including rural markets. Electrolux is a premium brand, Sansui a semi-premium brand which focuses on TVs & LCDs and Akai is a low-end brand which is for the masses. This is how we position ourselves in the Indian market.

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Source : IIPM Editorial, 2008

An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative

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