marketing management - television marketing

1. PRINCIPLES OF MARKETING
TELEVISION INDUSTRY
PRESENTED TO: PRESENTED BY:
PROF. ALKA SHARMA ISHAN MAGOTRA- 26
KUMUD GOEL- 28
MEHAK ANAND- 30
MBA- I (B)
(2015- 2017)

2. CONTENTS
•INTRODUCTION
•BPL
•SAMSUNG
•SONY
•LG
•MARKETING ANALYSIS OF INDIAN TELEVISION
MARKET
•CONCLUSION

3. INTRODUCTION
•Television market in India is one of the fastest growing
segments of the consumer durable industry.
•The industry has witnessed a tremendous transformation, with
the consumer preference changing from CRT televisions to flat
panel televisions.
•The Television market can be categorized into four segments:
CRT TVs, LCD TVs, LED TVs, and Plasma TVs.
•At present, the Television market is dominated by the LCD TVs
segment and its market share will continue to rise till the end of
2018 (as per CEAMA Report).
•CEAMA reveals that TV market in India is expected to grow at a
robust CAGR of 19% till 2016.

4. Evolution Of Television

5. • World's first Mechanical Television:
• First Television Launched:
John Logie Baird FRSE ,Scottish
engineer, who innovates the ideas
and inventor of the world's first
mechanical television.
RCA 630TS, the first mass
produced television set look when
it was ready to be sold in 1946–
1947.

6. Evolution of Television In India
Some of the Old TV sets - famous
brands were: Oscar, Beltek, Webel,
Weston, Nelco, Salora, Bestavision
or Crown.
These are some of the oldest
television brands that first gave
Indian consumers a taste of outside
world through these TV sets in the
70s and 80s. This is Salora’s Black
And White Television.

7. • Bulky Colour TV Sets
(1990s):
During the launch of satellite
Television & famous TV
shows like Humlog and
Buniyaad.
• Emergence Of Flat
Television:
Fully Flat Television started
by Sony, BPL and Onida.

8. • LED/ LCD and Plasma
Culture:
LCD/LED Television started
in 1997 in US but it came to
India in 2007.
• Ultra HD or 4K TVs:
Ultra high definition
television (also known as
Super Hi Vision, Ultra HD
television, UltraHD, UHDTV,
or UHD)

9. Top Television Brands in India
The main key players who are dealing in Indian Market are:
 Videocon
 Sony
 LG Electronics
 Samsung
 Philips
 BPL
 Sansui
 Mitashi
 Intex
 Onida Electronics; and Others.

10. Global Market Share of
Television Manufacturers (2014)
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
Samsung
LGElectronics
TCL
Sony
Hisense
Skyworth
Toshiba
AOC/TPVision
Panasonic
Vizio
Others
Samsung
LG Electronics
TCL
Sony
Hisense
Skyworth
Toshiba
AOC/TP Vision
Panasonic
Vizio

11. SWOT ANALYSIS
STRENGTH:
 Presence of established distribution networks in both urban
and rural areas.
 Presence of well-known brands.
 In recent years, organized sector has increased its share in the
market .
WEAKNESS:
 Demand is seasonal and is high during festive season.
 Low purchasing power of consumer.
 Poor government spending on Infrastructure

12. SWOT ANALYSIS
OPPORTUNITIES:
 In India, the penetration level of white goods is lower as
compared to other developing countries.
 Increase in income levels, i.e., increase in purchasing power
of consumer.
 Easy Availability of finance.
THREATS:
 Higher import duties on raw material imposed.
 Cheap imports from Singapore, China and other Asian
countries.

14. British Physical Laboratory (BPL) is a Private Limited
Company as an Indian Electronics Company.
 It was founded by TPG Nambiar in 1963 in Palakkad,
Kerala, and is headquartered at Bangalore, Karnataka.
Manufactured hermetically sealed precision panel meters for
the defense forces.
Nambiar’s Vision was to make BPL Group a “Household
Name”.
Core Businesses- Consumer Appliances, Home
Entertainment & Health Care.
ABOUT THE BRAND

15. Product Life-Cycle of BPL
Product development: Sale are zero and the
company’s investment costs are high. In case of BPL
it lies from 1963- 1982.
Introduction: Introduction is a period of slow
sales growth as the product. Profits are nonexistent in
this stage coz of heavy investment cost. BPL
introduces itself as a COLOR TV manufacturer in 1982.
Growth: Growth is a period of rapid market acceptance and increasing
profits. In BPL, it lies from 1985-95.
Maturity: Maturity is a period of slowdown in sales growth because the
product has achieved acceptance by most potential buyers. In BPL it lies from
1995-2000.
Decline: Decline is the period when sales fall off and profits drop. In BPL it
has come from 2000 onwards.

16. Believe in the Best
Happier Living
Everyday
Believe in the Best
Happier Living Everyday

17. LED TV for all………………
Newly Launched- Affordable LED TV @ Rs. 6,999/-
15’’ LED TV
Low Cost –
Rs. 6,999/-
21’’ LED TV
Low Cost –
Rs. 11,999/-
Exchange Old CRT TV
for a discount of 30% and
get New BPL -LED TV

18. Key Highlights & Focus :
It is worth noting that though LCD and
LED display flat panel TVs are here in
India for almost 9-10 years now, these are
yet to catch the market like wild fire.
Main Problems People not buying
LED/LCD TV-
High Cost
The use of CRT (Cathode Ray Tube) TVs
is refusing to go down.
At many places today including shops and
house one can spot a small CRT box.
Why ???
To Break this Barrier Has stepped in with its unique Affordable &
Cost saving LED TV

19. Stp of bpl
SEGMENTING
•Level: - Same Product to all Consumers.
•Geographic: Cities , Semi- Rural Areas.
•Demographic:
Age group- All
 Income Group- Middle & Lower Middle Class- Families
 Family Size- 4 -5 people in a family.
•Psychographic: Social Class , Lifestyle,
,hospital wards, receptions
and tourist buses .
•Behavioural: Occasions, Festivals– Tempting Offers, Discounts;

20. TARGETING
Targeting Strategy or Targeting is the selection of the
customers you wish to service.
• Cities & Semi- Rural Areas
• Middle & Lower Middle Class- Families
CRT television replacement is a big market opportunity in
India and BPL are poised to grow there by launching a
small-size model which we believe will trigger 60%
growth in television business in 2016.
Bridging the Gap

21. POSITIONING
To Create an image in the minds of the Target Market
for its Product & Brand.
A Product’s Position is how the Potential Buyer see the
Product.
Steps :
1. Select Competitive Advantage : Low Cost & Affordable.
2. Effective communication to deliver in the Market:
Differential Promotional techniques
“ Its not just TV, its BPL”

22. • Sony
• LG
• Samsung
Present Scenario:
•High Cost.
•Luxurious .
•Mostly Large in size.
 Low Cost & Affordable
 Small , Medium, Large
 Economical .
Offers
--------------------------------------------------------------------------------------------------
Competitors

23. SWOT Analysis
STRENGTH: BPL to build on its strengths like product quality,
money value, proposition & presence across .
Has good presence in Non- metro cities especially in the South.
Strong Regional Brand - - towards large scale.
WEAKNESS: TV market of BPL is Low. Competitors – LG,
Samsung, Sony.
OPPORTUNITIES: CRT Market Replacement, Small Sized
LED TVs at low cost.
THREATS: Any Local Brand , Competitors slashing rates of
their LEDs.

25. • Established in January, 1969
• 1970’s: Bet the future on electronics
– laid the groundwork for electronics in Korea
– helped the domestic economy grow
• 1980’s: established Semiconductor and Communication
corporation
• Early 90’s: Integration and Globalization
• Mid-Late 90’s: Implementing new management strategies
HISTORY

26. | 26| 26
LCD
Semicon
ductor
Telecom
Systems
Digital
Appliance
s
IT
Solutions
Mobile
Communicat
ions
LCDDigital
Imaging
Visual
Display
BUSINESS UNIT

27. SEGMENTATION
 Demographic market segmentation of Samsung is age
segmentation ; Based on few stages of age such as teenagers,
adult and old people.
 Income segmentation target both high income family and
low income family, those have their own power to demand
Samsung products.
 Life style segmentation is a segmentation based on the life
style of consumers.
STP OF SAMSUNG

28. TARGETTING
 Those willing to pay the premium pricing for
new technology products and are highly involved
for a rich entertainment experience.

29. POSITIONING
 SAMSUNG CONCEPT STORE
 WIDE CARE NETWORK
 ACCESS TO SAMSUNG CARE LINE
 MARKET MAKING AND CATEGORY CREATION
IN SMALL TOWNS

30. MARKET SHARE
Samsung eyes 25% market share in Flat TV segment
• Launching seven new range of Flat color televisions for the
Indian market
Samsung planning to sell two million televisions this year and
would launch three new flat TVs.
• During January-May, there has been a 71% growth in sales
of flat TV, while it had been 558% growth in LCD.
• Three Ultra slim models, two Slim Fit models and two Flat
television models constitute the new line Flat television
lineup, making Samsung’s Slimfit TV lineup the largest in the
country .

31. Samsunng tv dealers in jammu
•Ajanta Electronics, Opposite BSF Camp, Main Road,
Paloura.
•Super Electronics, Muthi.
• Surya Sales Corp, Apsara Road, Gandhinagar.
•Shree Electronics, Gandhi Nagar.
•Shubhangini Electrical System, Main Roop,
Roopnagar.
•Sapna Electronics & Electricals, Akhnoor Road.

33.  Started in 1946 by Masaru Ibuka and Akio Morita
in Japan.
 Sony’s outstanding technology revolution in TV
industry 1960 Sony introduced the first direct
television in world, the TV8-301 ,Introduced the
smallest and lightest television in 1962.
HISTORY
 2009 Sony bought BRAVIA LCD television
 2009 Sony’s LCD market increased

34.  Royal Philips Electronics Inc.
• Established in Netherland in 1891
• Target high-end markets and high-technology
• Withdrawal of LCD TVs in North America in 2008
-Continue to sell, but rights owned by a Japanese
company until 2013
 Sharp Corporation
• Sharp manufactures both LCD panels and LCD TVs
• Sharps AQUOS TV is it’s most significant product
-Comes from “aqua” and “quality”, meaning image
caused by liquid crystal material flow
COMPETITORS

35. SEGMENTATION
Demographic
Income
Age-teens/youth
Geographic
Target is mostly cities or urban areas.
Ranges from small cities to large metropolitan areas.
Over 25000 distributors selling sony products.
STP OF SONY

36. TARGETING
They catch the niche target segment, understand their
requirement, and constantly develop their product to remain
competitive in the market.
Target those who want to achieve a thrilling and exciting TV
experience.

37. POSITIONING
Points of Parity
 Television
 Mobile phones
Points of Difference
 Television
Bravia technology
Monolithic design

38. Dealers of Sony tv in jammu
•NS Enterprises, Gurudwara Road, Gandhi Nagar.
•Sony Exclusive Stores, Near Nathu Sweets,
Gandhi Nagar.
•Bedi Cycle Works, City Chowk, Shalamar.
•Shree Electronics, Gandhi Nagar

40. INTRODUCTION
• A multinational company of South Korea that deals in
electronic goods.
• Originally established in 1958 as Goldstar.
• The second largest manufacturer of television in the
world.
• VISION AND MISSION
 LG’s Vision is to become a worldwide leader in digital
that ensures customer satisfaction through innovative
products and superior services.
 LG’s mission is to create value for customers, to
respect human dignity and to become best in its field.

41. Marketing mix of lg
•PRODUCT
•PLACE
•PRICE
•PROMOTION

42. FACTORS FOR SUCCESS OF LG
• WIDE DISTRIBUTION CHANNEL
• INNOVATIVE MARKETING STRATEGIES
• CORPORATE SOCIAL RESPOSIBILTY
• PROMOTIONS

43. STP of lg
Segmentation
LG has segmented its market on the basis of following:
Demographic
Income
Occupation
Geographic
Tier 1 cities
Tier 2 cities
Psychographic
Life style
Personality
Behavioral
Value
Benefit sought

44. TARGETING
LG has targeted its market on the basis of the
product that they are offering to the consumer. They
are targeting:
• Upper middle class and premium segment.
• More concern for lifestyle product.
• Quality product at the best price.
• Concern of safety and health issues.

45. positioning
With the tagline Life’s Good;
• LG positioning is to differentiate their products on the
basis of technology which appealed to the consumer
on the basis of health benefits (safe).
• Its corporate philosophy to make people lives better,
convenient and healthier. Their positioning strategies
are technologically intelligent and futuristic. As they
are in upper and premium segment, so they are
featuring that their brand is young, vibrant and
premium.
• They are talking about the value and changing
lifestyles in their positioning strategy.

46. SWOT ANALYSIS
STRENGTH
•Market leader in home appliances.
•Has got manufacturing unit in tax incentive.
•Wide range of products to serve all categories.
•Widest distribution network in the industry (47 branches, 10000
trade partners).
•Good after sales service offered.
WEAKNESS
•Samsung being its competitor provides similar products.
•Consumers compare LG with Samsung its Korean rival not with
other global companies.
•Lack of expert operators for complex machines due to illiteracy
and lack of training in India.

47. SWOT ANALYSIS
OPPORTUNITIES
• Fast growth of the home appliances market.
• Shifting to rural areas, & maintaining control over the
market.
• Thus, maintaining control over the market and the highest
share in home appliances market.
THREATS
• Close competitors like Samsung are compared to it.
• Price war with Samsung.
• Competition from Indian brand and other foreign brands.

48. COMPETITORS of lg
• LG is an emerging player direct competition with
Samsung, owing to similar user perception.
• But especially for LCD television, Sony is the
market leader in LCD TV segment in India.
• Some of its other competitors in the world market
are as follows –
 Videocon
 BPL
 Phillips

49. FUTURE PLANS
• LG has a positive perception of India and the
Indian consumer.
• Sharp arrow “reason to buy” over “blanket all
approach”.
• Focus on low and medium priced products.
• Keep marketing “ magnetism” more potent
through aggressive marketing.
• LG is making a foray into the e-commerce market
in India and has partnered with various local
websites like fabmall.com, rediff.com,
indiatimes.com, and indiaplaza.com.

50. LG DEALERS IN JAMMU
• Surya Sales Corp, Apsara Road, Gandhinagar.
• Bedi Cycle Works, City Chowk, Shalamar.
• Shivangi Electronics, Shop No. 34, South Block,
Bahu Plaza.
• Super Electronics, Muthi.
• Aman Electronics, Tirath Nagar, Talab Tillo (Also
serves Srinagar).
• Mahajan Trading Corporation, KC Plaza Complex.

51. Marketing analysis of the indian television market
• Current market size is
estimated at 13.2 million
units.
• LG and Samsung are the
dominators with combined
share of 42%. Aggressive
marketing, product quality
and price sensitivity are
going to be the key factors
controlling the market.

52. • LCD Television market
share is around 6.6% of the
total CTV market.
Technology and Innovation
are most influential factors
which would drive this
segment. India’s growing
upper middle class is
projected to be the greatest
source of LCD TV
purchasing power.
• 32” LCD TV capture the
maximum share within the
segment.

54. CONCLUSION
• In the past five years, the Indian television industry has
witnessed drastic changes intensity of competition,
promotional schemes and deferred payment options.
• The entrenched position of Indian market leaders such as
Videocon, BPL and Onida have challenged by MNC’s such as
LG, Samsung, Sony, Panasonic, Phillips, and Sharp.
• The changing environment needs fresh thinking to gain cutting
edge advantage. Various strategies initiatives have been
adopted to leverage on favorable forces and prevent adverse
ones.

55. Major players in the Indian Television Industry are as following
and their key strategies are discussed below:
LG
 Sharp arrow “reason to buy” over “blanket all approach”.
 Focus on low and medium priced products.
 Keep marketing “ magnetism” more potent through aggressive
marketing.
ONIDA
 Value for money proposition.
 Creating strong emotional pull through brand salience.
 Broad basing product offering.
SAMSUNG
 Create a premium image by emphasizing on global brand.
 Competitive pricing.

56. VIDEOCON
 Leveraging on being an Indian company.
 Multiple brand strategy.
 Focusing on dealer/ distributor networks.
SANSUI
 Product differentiation strategy employed with focus on high
technology sound systems.
 Marketing products with focus towards the youth.
 Highly competitive pricing.
BPL
 Market segmentation strategy.
 Sub- branding strategy.
 Focus on In- store and POS branding.

57. INTEX
 Focus on technology and innovation.
 Leveraging on technological prowess from IT hardware industry.
 Create round the year impact through marketing.
MITASHI
 Focus mainly on low product pricing.
 Creating distribution channels.
 Primary focus on retailing.