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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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