2. Consumer Electronics Industry in India The consumer electronics industry was $3.89 billion in 2006 and is expected to grow to $5.8 billion in 2010 at a CAGR of 11%. During the year 2006-07 estimated exports were 2,584 million USD. The top four players (LG, Samsung, Videocon group and Onida) have acquired 69 percent of the market. 2
3. Contd… The market for televisions in India is changing rapidly from the conventional CRT technology to flat panel displays. Currently the split between CRT & LCD is 98% and 2%. The industry forecasts suggest LCDs’ share of the market will increase to 10% by 2010. Flat TVs will soon be around 80% of the domestic market over two years. 3
4. T.V. Required for? Luxury Hotel & Restaurants Living Room Bed Room Kitchen Shops 4
5. Components of a T.V Power switch Picture tube I.C’s Rectifiers Dielectric insulator 1000:1 Dynamic contrast ratio 5
6. L.C.D Vs traditional T.V Easy to use Easy to carry Great picture quality Great surround sound Occupies less space 6
7. Flat Panel Televisions Lighter and much thinner than traditional television and video displays. Use active matrix LCD or plasma display technology. Hung on a wall like a picture or put over a pedestal. Flat panel LCD and plasma displays have a wide viewing angle (around 178 degrees). Manufacturer includes Samsung,Sony,LG,Toshiba,etc. 7
9. LCD Vs. Plasma T.V. LCD suits:- Who watch a lot of TV shows or play lots of video games with static images on the screen. If TV room is relatively bright, or you do a lot of daytime viewing. People who wants a very sharp & detailed picture. LCD TVs are usually more energy efficient than plasma models of the same size. 9
13. Advanced features like:- 10000:1 Dynamic Contrast ratio Disc players Deeper contrast Greater picture clarity. 11
14. Contd… Wide Colour enhancer for richer, more lifelike colour. Movie Plus function for smooth, fast moving action Fit perfectly & easy to install. Easy to operate. Affordable Price. High quality. Sleek design & good looks. 12
15. Consumer Perception Easy to use Economic Good quality Sleek Structural add-ons Word of mouth Technical features Durability Ground reality Add on facilities 13
16. Consumers Preference Want value for money Not willing to spend more if not required Very small segment will pay extra to get extra features If given comparison between 2 different but comparable TV sets then preference is for lower price. A source of entertainment.
18. Purchase Intention Physical structure:- Remote control facility DVD connection Small Sleek design Easy to use Takes less space Less no. of wires 16
19. Contd… Technical aspects Economic Price Discount offered Quality:- Good picture Good sound Dynamic contrast ratio Home Theatre 17
22. Strategies To Penetrate Market Direct dealer interface Launch products according to consumer needs After sales service Accessory availability Focus on retail experience Developing current customers Stay ahead of the competition Acquire loyal customers initially 20
23. Contd… Know your customer Localize the product offerings Promotions need not have to reach the consumers in order to realize profits & returns Making promises & keep them Appropriate pricing Keep innovating Economic & Warranty 21
24. Contd… Superior marketing/brand building skills Backup of superior technology Gain experience from operations Special insights into the needs of the consumers Constantly upgrading products & processes Management by facts & feedback Segmentation & competitive differentiators will lead to growth path. Changed the logo. 22
