20540002 Indian Television Industry

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INDIANTELEVISION

INDUSTRY

PRESENTED BY:-

RUPESH KUMAR

DAYANAND SAGAR

BUSINESS SCHOOL,

BANGALORE


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contents

1. Introduction

2. Industrial growth

3. Industrial analysis4. Competitor analysis

5. Survey report

6. problems7. Recommendations

8. Conclusion


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INTRODUCTION

History of Indian color television industry

dates back to 1982.

Liberalization policy.

Price of picture tubes decreased.


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INDUSTRIAL

GROWTH

The Indian television industry had been

seeing robust growth since 1980s.

Year 1991-1992 saw decrease in sale

of colour television.

After liberalization it again started

growing.


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Boom phase

A lot of new players entered the market


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Growth contd.

A lot of new players entered the market

MNCs took the major share.

Huge competition.


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MARKET SHARE

%SHARE


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MARKET SHARE

%S

HAR

E


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INDUSTRIAL

ANALYSIS

Five forces model

Inter- firm

Rivalry

Government

& regulatory

intervention

Technological

changes

Bargaining

power of

buyers

Bargaining

power of

suppliers

Threat of

substitutes

Threats ofnew

entrant


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INDUSTRIAL ANALYSIS

1.Threats of entrant:-

Threats to entry is determined by the

barriers which act to prevent new firms

from entering the industry.

2. Govt. and regulatory intervention:-

It creates boundaries within which the

industry must operate.


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3. Bargaining power of suppliers:-

supplier bargaining power influence the

cost and quality of input material.

4. Bargaining power of buyers:-

the power of buyer is the impact that

consumer have on a producing industry.


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5.Threats of substitutes:-

In Porters model substitute products

refer to products in other industries.

6. Technological changes:-

TV industry is technology driven,

companies should pay adequate

attention on technology.


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7. Inter firm rivalry:-

Rivalry denotes the intensity of

competition within the industry.


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VIDEOCON

Videocon has always been a priceplayer.

Targets customers of low and midprofile.

Manufactures own TV components

COMPETITIVE ANALYSIS


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Onida

it was first non serious approach to

regular television N Chandramouli, vice president, sales, marketingand service, Mirc Electronics

In 1998s a research done by ONIDA

revealed that most of the TV purchasers

are of age 24 -35.

Introduction of candy .

Change in advertisement from devil to twoelderly women using TV to terrify some

young thing walking through the street.


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The advertisement was a complete

failure and death of brand.

2001 saw the return of devil with new

look.


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SAMSUNG

Created premium image by emphasising

global brand.

Samsung started playing price game

Took over Videocon, Onida and BPL

with a market share of 15.1%


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LG electronics

Understood the finer differences in

consumer motivations.

reasons-to-buy differentiation over the

blanket-all approach .

focuses on low and medium price

products.


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Findings Dealers and consumers view.

1.LG

2 .SAMSUNG

3. BPL

SURVEY REPORT


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4. ONIDA

5. VIDEOCON

6. SONY

7. PHILIPS


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Tough competition with MNCs

Lack of right positioning.

Price competition.

PROBLEMS


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Balance between R&D and

manufacturing.

Product localization

Innovative marketing

Adequate attention on 4PS

RECOMMENDATION


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Purchasing decision of the consumer

depends on quality, goodwill, popularity,

affordability, features and support

services of the product.

Brand preference is dependent on age,

income and education.

Its brand name that sells products.

CONCLUSION


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International companies are giving tough

competition to Indian players.

Indian companies are lagging behind.


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Queries ?


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Documents

20540002 Indian Television Industry