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Marketing & Branding

By : Virag Shah, Office coordinator, Prince pharma pvt. ltd.
Industry : Consumer Durables Functional Area : Productivity & Performance
Activity:  7 comments  438 views  last activity : 10 14 2011 04:02:20 +0000
 Refer 26

Brief:- We all know that Videocon has made change its corporate identity all over the world, he has entered in market with changing new corporate identity, product design, punchline, fresh idea etc. He has taken reposition in the market and going good. We all know that we must have to take care while design new corporate identity, so many factors we are considering from bottom to include organization.It is very difficult task to change the corporate identity. And now a days, many brands  & company have already changed its identity from various sector as well as may be many will change in upcoming time.

So, here i would like to share something about Videocon corporate logo and its product (brand ) log  which i made some analysis on it.

                     corporate logo                       Mobile logo                 

Analysis:- Here, it shows clearly the difference only is COLOR between corporate logo and mobile logo.This identity may be gives some confusion in the mind of consumers. because corporate identity is always show as Group of company and product is always as Brand.So, it can say that yet consumers feel Videocon mobile as corporate brand, not as mobile brand. We all know Airtel is brand and Bharti enterprise is Group company, both logo is different. Here, Videocon D2H is different logo, consumer can remember easily.

Except mobile and D2h, other brand same as corporate like washing machine, tv, refrigerator, Air conditioner.So, I think this can be gives not effect or impact in market and Videocon has just taken reposition so, it should take care about otherwise it may be problem in near futute.

Here, i would like to say that share your right views on this topic. What you feel about this?

7 comments on " Videoconworld + Videocon mobile + Videocon D2h = LOGO"
  Commented by  Virag Shah, Confidential    | 08 05 2011 07:34:40 +0000
Yes Srinivas sir, i also felt that even after reposition, yet vidoecon is not taking effective response from the market. And , i was confused in logo also as above mentioned due to lake of right strategy all this things happened. 

Nokia has already lost overall market share from India, Nokia was near 75% market share but now it reached at near 56%. 
  Commented by  Srinivas suravajhala, Secretary to the high ranking police officer, Law Enforcing Agency    | 08 05 2011 07:26:02 +0000
Thank You Virag for sharing this information.  The brand Videocon has been in existence for more than decades.  It  managed a fair share in its segment. However, it is unable to compete with brands Samsung and LG. It could able to reach a good chunk in the conventional Colour TV category.  But, it failed to appeal to its customers in LCD category.  It failed to bring its LCD well in time as Samsung and LG did. The timing factor killed its acceptability in this category.  The strategies are going wrong.  The brand has changed its positioning strategies earlier also. 

Brand consultant Jagadeep Kapoor, Chairman Samsika Marketing Consultants opines that "I feel a bit confused, the consumer might feel confused too. And if the consumer is confused, the brand is refused".

The mobile giant "Nokia" is slowly loosing its position to Samsung and LG.   Videocon entered the mobile category in this particular period.  Entry timing again a strategic mistake and it has no appealing features in the mobile.  Samsung and LG are adding a new feature every now and then and grabbing the market.  
  Commented by  Virag Shah, Confidential    | 08 05 2011 05:45:47 +0000
i did written wrong word in 4th line of first Para...the right sentence is...
Because there are so many type of consumers are available in COUNTRY.
  Commented by  Virag Shah, Confidential    | 08 05 2011 05:39:06 +0000
But, Mr.Amish sir, here my question is regarding Logo and consumer perception. Consumer will never think all about this as you mentioned. Because there are so many type of consumers are available in company.

you can assume that as you are consumer and then feel..what will your perception? How will you demand? You will say to shopkeeper that give Videocon mobile and as a consumer you feel that this green color logo is videocon. You may never know that videocon mobile has different identity.

So,consumers feel videocon corporate as brand and mobile. Then, above mention mobile logo will meaningless...
  Commented by  AMISH, Admin/Facilities Manager, VKVC    | 08 05 2011 04:53:19 +0000
Hey guys, Videocon has to do such things, because they are getting pelted from all sides, the 2G spectrum scandal, the World bank issue, i don't know if you guys know they have been debarred for a period of 3 years from 11-JAN-2010 to 11-JAN-2013 for infringing the Procurement Guidelines 1.15(a)(ii). So you see all these corporate guys do is cover the muck and show only the good side, it had to go through all these things.
  Commented by  Virag Shah, Office coordinator, Prince pharma pvt. ltd.    | 08 04 2011 03:48:06 +0000
Thanks sir, for sharing your views.
  Commented by  S. Muralidharan, Head, Project Planning/Strategy, Knowledge Foundation    | 08 03 2011 15:24:07 +0000
Thanks Virag for sharing your yet another wonderful observation. To make your proposition little clear about the essence of this logo, I thought, let the readers have some perspective about the decision to change. Conceived by Interbrand, Singapore, the ‘V’ in the new logo is representative of the new identity of the brand – an identity that is fresh, dynamic, and has been provided a life of its own. The new ‘V’ is composed of two animated green, lava-like shapes called Chouw and Mouw, both of which have distinct identities. Chouw and Mouw are ‘live’ characters, and will be used through a series of short videos to tell simple stories, each depicting a positive dimension of Videocon’s new tagline, ‘Experience Change’. Both have certain personality traits, based on their physical attributes. The bigger one, Chouw, is slow but earnest; strong and silent; he is patient, good natured, kind, and maybe a little romantic too. The smaller one, Mouw, is quick witted, energetic bordering on restless, curious, and funny.     Physically, they can coerce their bodies into rudimentary shapes that help them to get on with tasks at hand. The colour palette has been chosen to reflect the philosophy of the Videocon Group, that is, the green colour is symbolic of the company’s ecology drive.

Whether the change will be effective or not, only the time will tell. Brand consultants believe that legacy brands have to constantly reinvent themselves to be relevant to their consumers. Their positioning should be such that they are equally aspirational to the next three generations, as they are to those generations that grew up using the brand.
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