INDIAN

TELEVISION

INDUSTRY

PRESENTED BY:-
RUPESH KUMAR
DAYANAND SAGAR
BUSINESS SCHOOL,
BANGALORE
 contents
1. 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.
% SHARE
MARKET SHARE
% SHARE
MARKET SHARE
 INDUSTRIAL
ANALYSIS
Threats of
new
entrant

Government Technological
& regulatory changes
intervention
Inter- firm
Rivalry
Bargaining
Bargaining
power of
power of
buyers
suppliers

Threat of
substitutes

Five forces model

 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.
 COMPETITIVE ANALYSIS

VIDEOCON
 Videocon has always been a price player.

 Targets customers of low and mid profile.

 Manufactures own TV components

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
 Understoodthe finer differences in
consumer motivations.

 ‘reasons-to-buy’ differentiation over the

‘blanket-all approach’ .

 focuses on low and medium price

products.
 SURVEY REPORT
Findings – Dealers and consumers view.

1.LG

2 .SAMSUNG

3. BPL


 4. ONIDA

5. VIDEOCON

6. SONY

7. PHILIPS
 PROBLEMS

 Tough competition with MNCs

 Lack of right positioning.

 Price competition.
 RECOMMENDATION
 Balance between R&D and manufacturing.

 Product localization

 Innovative marketing

 Adequate attention on 4P’S

 CONCLUSION

 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.

 International companies are giving tough
competition to Indian players.

 Indian companies are lagging behind.

Queries ?