INDIAN TELEVISION INDUSTRY

PRESENTED BY:-RUPESH KUMARDAYANAND SAGAR BUSINESS SCHOOL, BANGALORE

contents1. Introduction

2. Industrial growth

3. Industrial analysis

4. Competitor analysis

5. Survey report

6. problems

7. Recommendations

8. Conclusion

INTRODUCTION

History of Indian color television industry

dates back to 1982.

Liberalization policy.

Price of picture tubes decreased.

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.

Boom phase

A lot of new players entered the market

Growth contd….

A lot of new players entered the market

MNCs took the major share.

Huge competition.

MARKET SHARE %

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MARKET SHARE%

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INDUSTRIAL ANALYSIS

Five forces model

Inter- firmRivalry

Government & regulatory intervention

Technological changes

Bargaining power of buyers

Bargaining power of suppliers

Threat of substitutes

Threats of new

entrant

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.

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.

5.Threats of substitutes:-

In Porter’s model substitute products refer to products in other industries.

6. Technological changes:-

TV industry is technology driven, companies should pay adequate attention on technology.

7. Inter firm rivalry:-

Rivalry denotes the intensity of competition within the industry.

VIDEOCON

Videocon has always been a price player.

Targets customers of low and mid profile.

Manufactures own TV components

COMPETITIVE ANALYSIS

Onida “ it was first non serious approach to

regular television” N Chandramouli, vice president, sales, marketing

and 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 two

elderly women using TV to terrify some young thing walking through the street.

The advertisement was a complete failure and death of brand.

2001 saw the return of devil with new look.

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%

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.

Findings – Dealers and consumers view.

1.LG

2 .SAMSUNG

3. BPL

SURVEY REPORT

4. ONIDA

5. VIDEOCON

6. SONY

7. PHILIPS

Tough competition with MNCs

Lack of right positioning.

Price competition.

PROBLEMS

Balance between R&D and manufacturing.

Product localization

Innovative marketing

Adequate attention on 4P’S

RECOMMENDATION

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

International companies are giving tough competition to Indian players.

Indian companies are lagging behind.

Queries ?