Professional Documents
Culture Documents
PROJECT REPORT ON
MARKETING STRATEGIES OF
TOP FIVE BRANDS OF
TELEVISION
for the Partial fulfillment the
Degree of
MASTER OF BUSINESS
ADMINISTRATION
FROM DEPARTMENT OF BUSINESS
STUDIES
SESSION -2012-13
UNDER GUIDANCE
SUBMITTED BY
AMIR KHAN
PREFACE
The Project work is field which uses tools and techniques to transfer
subjectivity in the environment into objectives, also the findings of the
research, when applied show results, which can be measured and evaluated
so there is feedback this is what makes it a dynamic activity.
This survey is an analytical study of a different facts of the product.
The focus is given on the Brand profile. This MARKETING
STRATEGIES OF TOP FIVE BRANDS OF TELEVISION is for the
partial fulfillment of MBA IST SEM.
The idea behind this project is to give practical knowledge and to
make them to face real life situation. The project survey is commonly used
for the collection from the respondents through questionnaire. In this
method statistical techniques have been used systematically. This project
survey is not only with my own efforts but also that of others.
ACKNOWLEDGEMENT
Preparing a project of this nature is an arduous task and I was
fortunate enough to get support from a large number o persons. I wish to
express my deep sense of gratitude to all those who generously helped in
successful completion of this report by sharing their invaluable time and
knowledge.
It is my proud and previledge to express my deep regards to Respected
, Head of Department Dr.Pramesh Gautam, Department of Business
Management , SVNU, SAGAR for allowing me to undertake this project.
I feel extremely exhilarated to have completed this project under the
able and inspiring guidance of Miss Ritu Khatri She rendered me all possible
help me guidance while reviewing the manuscript in finalising the report.
I also extend my deep regards to my teachers , family members ,
friends and all those whose encouragement has infused courage in me to
complete to work successfully.
AMIR KHAN
MBA IST SEM.
CERTIFICATE
The project report titled " MARKETING STRATEGIES OF
TOP FIVE BRANDS OF TELEVISION" been prepared by AMIR KHAN
Signature of the
Signature of the
Signature of the
Supervisor
Examiner
Date :
AMIR KHAN
MBA IST SEM.
CONTENTS
PREFACE
ACKNOWLEDGEMENT
CERTIFICATE
DECLARATION
CHAPTER I INTRODUCTION
ABOUT PROJECT
AN INSIGHTOF COMPANY HISTORY
MISSION AND VISION
STANDING POSITION OF COMPANY
BRAND VALUE
CHAPTER II OBJECTIVE OF THE STUDY
CHAPTER III RESEARCH METHODOLOGY
CHAPTER IV MARKET ANALYSIS
OVERVIEW
BRANDS
CHAPTER V CONSUMER GROUPS
CONSUMER BEHAVIOUR
CHAPTER VI PRODUCT PROFILE
PLAN FOR PRODUCT MIX
PRODUCT RANGE
CHAPTER VII MARKETING STRATEGY
PRICING
POSITION AND DISTRIBUTION
PROMOTION
CHAPTER VIII ABOUT COMPETITORS
COMPETITOR FOR PRODUCT
PRICE OF COMPETITOR PRODUCT
CHAPTER IX DATA ANALYSISAND INTERPRETATION
CHAPTER X LIMITATION
CHAPTER XI CONCLUSION & SUGGESTION
BIBLIOGRAPHY
QUESTIONNAIRE
INTRODUCTION
Television
History
In its early stages of development, television employed a combination
of optical, mechanical and electronic technologies to capture, transmit and
display a visual image. By the late 1920s, however, those employing only
optical and electronic technologies were being explored. All modern
television systems relied on the latter, although the knowledge gained from
the work on electromechanicalsystems was crucial in the development of
fully electronic television.
The
first
images
transmitted
electrically
were
sent
by
early
a scanning disk, a spinning disk with a series of holes spiraling toward the
center, for rasterization. The holes were spaced at equal angular intervals
such that, in a single rotation, the disk would allow light to pass through each
hole and onto a light-sensitive selenium sensor which produced the electrical
pulses. As an image was focused on the rotating disk, each hole captured a
horizontal "slice" of the whole image.[6]
Nipkow's
design
would
not
be
practical
until
advances
Industrial High School in Japan. [15] This was the first working example of a
fully electronic television receiver. Takayanagi did not apply for a patent.[16]
By 1927, Russian inventor Lon Theremin developed a mirror-drum-based
television system which used interlacing to achieve an image resolution of
100 lines.
In 1927, Philo Farnsworth made the world's first working television system
with electronic scanning of both the pickup and display devices, [18] which he
first demonstrated to the press on 1 September 1928.[18][19]
WRGB claims to be the world's oldest television station, tracing its roots to
an experimental station founded on 13 January 1928, broadcasting from
the General Electric factory in Schenectady, NY, under the call letters
W2XB.[20] It was popularly known as "WGY Television" after its sister radio
station. Later in 1928, General Electric started a second facility, this one in
New York City, which had the call lettersW2XBS, and which today is known
as WNBC. The two stations were experimental in nature and had no regular
programming, as receivers were operated by engineers within the company.
The image of a Felix the Cat doll, rotating on a turntable, was broadcast for 2
hours every day for several years, as new technology was being tested by the
engineers.
At the Berlin Radio Show in August 1931, Manfred von Ardenne gave the
world's first public demonstration of a television system using a cathode ray
tube for both transmission and reception. The world's first electronically
scanned television service then started in Berlin in 1935. In August 1936,
the Olympic Games in Berlin were carried by cable to television stations in
Berlin and Leipzig where the public could view the games live.
In 1935, the German firm of Fernseh A.G. and the United States firm
Farnsworth Television owned by Philo Farnsworth signed an agreement to
exchange their television patents and technology to speed development of
television transmitters and stations in their respective countries.
On 2 November 1936, the BBC began transmitting the world's first public
regular high-definition service from the Victorian Alexandra Palace in north
London.[23] It therefore claims to be the birthplace of television broadcasting
as we know it today.
In 1936, Klmn Tihanyi described the principle of plasma display, the
first flat panel display system.
Mexican inventor Guillermo Gonzlez Camarena also played an important
role in early television. His experiments with television (known as
telectroescopa at first) began in 1931 and led to a patent for the "trichromatic
field sequential system" color television in 1940.
Although television became more familiar in the United States with the
general public at the 1939 World's Fair, the outbreak of World War
II prevented it from being manufactured on a large scale until after the end of
the war. True regular commercial television networkprogramming did not
begin in the U.S. until 1948. During that year, legendary conductor Arturo
Toscanini made his first of ten TV appearances conducting the NBC
Symphony Orchestra,[27] and Texaco Star Theater, starring comedian Milton
Berle, became television's first gigantic hit show. Since the 1950s, television
has been the main medium for molding public opinion.
Amateur
television (ham
TV or ATV)
was
developed
for non-
LG ELECTRONICS
Covering over 50 acres, the facility manufactures LCD TV, GSM Phones, Color
Televisions, Air Conditioners, Refrigerators, Microwave Ovens Color Monitors.
Both the Indian manufacturing units has been designed with the latest technologies
at par with international standards at South Korea and are one of the most Ecofriendly units amongst all LG manufacturing plants in the world.
LG has been able to craft out in ten years, a premium brand positioning in the
Indian market and is today the most preferred brand in the segment.
VISION
LG Electronics is pursuing the vision of becoming a true global digital leader,
attracting customers worldwide through its innovative products and design. The
companys goal is to rank among the top 3 consumer electronics and
telecommunications companies in the world by 2010. To achieve this, we have
embraced the idea of Great Company, Great People, recognizing that only great
people can create a great company.
LG TV
VIDEOCON
Videocon is a household brand name across the nation for consumer electronics and home
appliances. It is multi-faceted Rs. 3500 crore group, with the state of - the - art
manufacturing facilities all over India. This company was incorporated in 1984 with the
avowed purpose of producing world-class Color Television through a technical tie-up with
Toshiba Corporation of Japan. It has emerged as Indias leading brand of both color and
black & white TV. The range of consumer electronic products and home appliances
include Neuro-Fuzzy logic washing machines, user friendly no-frost refrigerators, music
systems, color televisions & VCRs. Apart from making products for Toshiba and Sansui
for their markets, Videocon is also setting-up manufacturing and marketing facilities in the
Middle East, Europe, Indonesia and South Africa.
TIME LINE
VIDEOCON TELEVISION
SAMSUNG INDIA
Samsung India is the hub for Samsungs South West Asia Regional operations. The
South West Asia Regional Headquarters looks after the Samsung business in
Nepal, Sri Lanka, Bangladesh, Maldives and Bhutan besides India. Samsung India
which commenced its operations in India in December 1995, today enjoys a sales
turnover of over US$ 1Bn in just a decade of operations in the country.
Headquartered in New Delhi, Samsung India has a network of 20 Branch Offices
and 40 Area Sales Offices located all over the country. The Samsung
manufacturing complex housing manufacturing facilities for Colour Televisions,
Colour Monitors, Refrigerators and Washing Machines is located at Noida, near
Delhi. Samsung Made in India products like Colour Televisions, Colour Monitors
and Refrigerators are being exported to Middle East, CIS and SAARC countries
from its Noida manufacturing complex.
Samsung India currently employs over 1600 employees, with around 18% of its
employees working in Research & Development.
SAMSUNG VISION
Samsung India's Vision entails helping people improve the quality of their lives by
providing them with superior quality, state-of-the-art technology products at the
right time and the right price. But beyond its role as a purveyor of quality products
in India, Samsung seeks to contribute to the economic growth of the country
though its export commitments and large scale production facilities generating
secured employment for hundreds of Indian people.
At Samsung, we strive to contribute to the development of the electronics and
components industry in India by enhancing the knowledge levels of our workforce
through the introduction of our advanced management systems and production
know-how in our manufacturing facilities by introducing
our world class quality systems and helping them in improving them in their own
quality systems and production processes and setting benchmarks for the industry
both in terms of after sales service for our products, quality systems and
management techniques at our facilities or our products themselves.
SAMSUNG TELEVISION
ONIDA
ONIDA TELEVISIONS
Sony
Sony
Corporation commonly
referred
to
diversified
asSony,
is
headquartered
business
is
a
in
primarily
company
of electronic products
is
one
for
the
of
the
leading
consumer
manufacturers
and
professional
markets. Sony is ranked 87th on the 2012 list of Fortune Global 500.
Sony Corporation is the electronics business unit and the parent
company of the Sony Group, which is engaged in business through its
four operating segments Electronics (including video games,
network services and medical business), Motion pictures, Musicand
Financial Services. These make Sony one of the most comprehensive
entertainment companies in the world. Sony's principal business
operations include Sony Corporation (Sony Electronics in the
U.S.), Sony
Pictures
Entertainment, Sony
Entertainment, Sony
Music
Computer
Entertainment, Sony
Mobile
among
the Worldwide
Top
television
20
Semiconductor
manufacturer in
the
Sales
world,
pictures), Sony
Music
Music
Publishing (music
founders Akio
Ibuka derived
the
name
from sonus, the Latin word for sound, and also from the English slang
word "sonny", since they considered themselves to be "sonny boys",
a loan word into Japanese which in the early 1950s connoted smart
and
presentable
young
men. The
company's
current
slogan
COLOUR TELEVISION
LG
Samsung
Onida
Videocon
Others
36
28
18
16
2
Others
2%
Videocon
16%
LG
36%
Onida
18%
Samsung
28%
CHAPTER - III
RESEARCH METHODOLOGY
According to Green and Tall A research design is the specification of the
methods and procedures for acquiring the information needed. It is the
overall operational pattern or framework of the project that stipulates which
information is to be collected, from where it is to be collected and by what
procedures
This research process based on primary data analysis and secondary data
analysis will be clearly defined to meet the objectives of the study.
1. PRIMARY DATA:
Questionnaire: Primary data was collected by preparing questionnaire and the
people were randomly being requested to fill them.
2. SECONDARY DATA:
Secondary data will consist of different literatures like books which are
published, articles, internet and websites.
In order to reach relevant conclusion, research work needed to be designed in
a proper way.
Research Design
A research design is the arrangement of conditions for collections and
analysis of data in a manner that aims to combine relevance to the research
purpose with economy in procedures. It is a descriptive cross sectional
design .It is the conceptual structure with in which research is conducted; it
constitutes the blueprint for the collection, measurement and analysis of data.
CHAPTER - IV
MARKET ANALYSIS OF TELEVISION
LG
Samsung
Onida
Videocon
Others
36
28
18
16
2
Others
2%
Videocon
16%
LG
36%
Onida
18%
Samsung
28%
CHAPTER - V
CONSUMER GROUPS
CONSUMER BEHAVIOUR
status,
vulnerable
demand
forecast,
varying
consumer
restricted our study to these Flat-panel TVs only as Front-projection TVs are
not televisions in the most obvious sense.
The vital features that are considered by a consumer before buying a Flatpanel TV set includes: sound quality, DVD connection, remote control
facility, discount availability, durability, built in stabilizer, foreign
collaboration, proximity of dealers, price, picture quality etc. When more
than a dozen brands are aggressively pushing for a larger chunk of the market
claiming that they go well beyond picture quality and sound clarity; going for
the right model is all the more tough.
There are several units in the market that can be analyzed. Our main thrust in
this study is the consumer and their perception towards choosing LCD
Television. Keeping all these aspects in view, we have analyzed the attitude
of the consumers on the basis of the attributes, preferable brand, sound
quality, durability, recommendations, price, advertisement etc.
CHAPTER - VIII
ABOUT COMPETITORS
2.2 LEADING PLAYERS IN INDIAN LCD TELEVISION MARKET
CHAPTER - IX
No of the
Respondents
3
Percentage of
Respondents
30
CRT
70
Total
10
100
Interpretation:
30% of the customers buying LCD Television, but, 70% of the customers
buying CRT Television.
CHART 4.2
Percentage of Respondents
70
80
30
60
40
20
0
LCD
CRT
TABLE - 4.2
Q2.
Which Brand of LCD / CRT Television do you selling much in one month?
Option
Sony
LG
60
30
ONIDA
20
10
Videocon
15
7.5
Samsung
35
17.5
Total
200
100
Interpretation
35% of the retailers selling in Sony. That they Sale Samsung LCD / CRT TV,
17.5% , LG LCD / CRT TV and 30% , Onida 10% and 7.5% of the respondents
prefer Vidiocon.
CHART 4.2
Sony
LG
ONIDA
Videocon
Samsung
35
35
30
30
25
17.5
20
15
10
7.5
10
5
0
Average of selling
TABLE 4.3
Q3.
Rate the following factors you consider are important for building brand
image.
Option
Price
No of the
Respondents
2
Percentage of
Respondents
20
Clarity
40
Sound
10
Durability
Looks
10
Quality
20
Interpretation:
20% of the respondent says Price is the factor which build brand, 40% say Clarity
builds brand, 10% say sound quality, 10% say Looks, and 20% say Quality is the
most important factor for building brand image.
CHART 4.3
20%
20%
10%
0%
10%
40%
Price
Clarity
Sound
Durability
Looks
Quality
Percentage of Respondents
20
24
22
18
16
Percentage of Respondents
24
22
25
20
18
16
20
15
10
5
0
Known
Product
More Value
for Money
Other
Reason
Interpretation:
24% people say that good quality makes a brand preferable.
Q6.
Option
Samsung
LG
ONIDA
Videocon
No. of Respondents
24
20
20
36
24
20
30
25
20
20
15
10
5
0
Samsung
LG
ONIDA
Videocon
Interpretation:
24% of the respondents say the price of Samsung LCD / CRT Television is less,
20% say Price of LG LCD / CRT Television is less, 20% say ONIDA LCD / CRT
Television has less price, 36% of the respondents say Videocon LCD / CRT
Television has less price.
Q7.
Option
Samsung
LG
ONIDA
Videocon
No. of Respondents
28
46
16
10
No. of Respondents
46
50
28
40
30
16
10
20
10
0
Samsung
LG
ONIDA
Videocon
Interpretation:
28% of the respondents say Samsung has very good clarity, 46% of the respondents
say LG LCD / CRT TV has very good clarity, 16% of the respondents say ONIDA
LCD / CRT TV has very good Clarity, 10% of the respondents say Videocon
LCD / CRT TV has best clarity.
Q8.
Option
Samsung
LG
ONIDA
Videocon
No. of Respondents
32
34
16
18
No. of Respondents
34
32
35
30
16
25
18
20
15
10
5
0
Samsung
LG
ONIDA
Videocon
Interpretation:
32% of the respondents say Sound of Samsung LCD / CRT Television is best, 34%
of the respondents say LG LCD / CRT Television is best in terms of Sound
Quality, 16% of the respondents say ONIDA LCD / CRT Television is best in
terms of Sound Quality, 18% of the respondents say Videocon LCD / CRT
Television is best in terms of Sound Quality.
Q9.
Option
Samsung
LG
ONIDA
Videocon
No. of Respondents
32
34
14
20
No. of Respondents
34
32
35
30
20
25
14
20
15
10
5
0
Samsung
LG
ONIDA
Videocon
Interpretation:
32% of the respondents say Durability of Samsung LCD / CRT Television is best,
34% of the respondents say LG LCD / CRT TV, 14% of the respondents say
Durability of ONIDA TV & 20% of respondents say Videocon LCD / CRT TV.
No. of Respondents
24
36
22
18
No. of Respondents
36
40
35
24
22
30
25
18
20
15
10
5
0
Samsung
LG
ONIDA
Videocon
Interpretation:
24% of the respondents say Samsung LCD / CRT Television is best in terms of
Performance, 36% of the respondents say LG LCD / CRT Television is best in
terms of Performance,22% of the respondents say ONIDA LCD / CRT Television
is best in terms of Performance.& 18% of the respondents say Videocon LCD /
CRT Television is best in terms of Performance.
No. of Respondents
24
32
20
24
No. of Respondents
32
35
24
24
30
20
25
20
15
10
5
0
Samsung
LG
ONIDA
Videocon
Interpretation:
24% of the respondents say Features of Samsung LCD / CRT TV is best, 32% have
rated LG LCD / CRT as best in terms of its features, 20% of the respondents say
ONIDA LCD / CRT TV is best in terms features
No. of Respondents
28
46
16
10
No. of Respondents
46
50
28
40
30
16
10
20
10
0
Samsung
LG
ONIDA
Videocon
Interpretation:
28% of the respondents say Samsung has very good clarity, 46% of the respondents
say LG LCD / CRT TV has very good clarity, 16% of the respondents say ONIDA
LCD / CRT TV has very good Clarity, 10% of the respondents say Videocon
LCD / CRT TV has best clarity.
CHAPTER - X
LIMITATIONS OF STUDY
The respondents were limited and cannot be treated as the whole
population.
The respondents may be biased.
Time was the major constraint.
The accuracy of indications given by the respondents may not be
consider adequate
28% of the respondents have LCD Television, 72% of the respondents have CRT
Television.
24% of the employee say that they have Samsung LCD / CRT TV, 44% of the
respondents have LG LCD / CRT TV and 22% of the respondents prefer ONIDA.
24% of the respondent say Price is the factor which build brand, 6% say Clarity
builds brand, 10% say sound quality, 18% say Durability, 8% say Looks, 34% say
Quality is the most important factor for building brand image.
36% consumers look out for comparative advantage while making a purchase.
24% of the respondents say the price of Samsung LCD / CRT Television is less,
20% say Price of LG LCD / CRT Television is less, 20% say ONIDA LCD / CRT
Television has less price, 36% of the respondents say Videocon LCD / CRT
Television has less price.
28% of the respondents say Samsung has very good clarity, 46% of the
respondents say LG LCD / CRT TV has very good clarity, 16% of the respondents
say ONIDA LCD / CRT TV has very good Clarity, 10% of the respondents say
Videocon LCD / CRT TV has best clarity.
32% of the respondents say Sound of Samsung LCD / CRT Television is best, 34%
of the respondents say LG LCD / CRT Television is best in terms of Sound
Quality, 16% of the respondents say ONIDA LCD / CRT Television is best in
terms of Sound Quality, 18% of the respondents say Videocon LCD / CRT
Television is best in terms of Sound Quality.
32% of the respondents say Durability of Samsung LCD / CRT Television is best,
34% of the respondents say LG LCD / CRT TV, 14% of the respondents say
Durability of ONIDA TV & 20% of respondents say Videocon LCD / CRT TV.
CHAPTER - XI
CONCLUSIONS
This project helped me tremendously in knowing how marketing
activities are carried out in a real situation. In classroom lectures, I
was able to understand only the theoretical work I have the
practical experience about the marketing activities. As far In my
study I have found that maximum people prefer to buy LG LCD /
CRT TV as compared to other brands of LCD / CRT Television
because of its Sound system and features and performance. Inspite
of Less price of other brands of LCD / CRT TV people prefer LG
LCD / CRT TV.
I found that people prefer LCD Televisions because of their
attractive looks and space required for keeping LCD Television is
also very less.
SUGGESTIONS
Companies must advertise their products heavily.
Customers must be made aware about the features of LCD / CRT
Televisions.
After sales services provided must be improved.
More advertisement must be made to improve brand image.
Attractive offers must be made by the company.
Spares parts should be provided at low cost.
BIBLIOGRAPHY
Books:
Kotler, Philip., Marketing Management Prentice Hall Of India Pvt. Ltd.,
New Delhi.
Kothari, C.R, Research Methodology, Vishwa Publication., New Delhi
Saxena, Rajan, Marketing Management Tata Mcgraw-Hill Publishing
Company Limited. New Delhi
Websites:
www.lge.com
www.videocon.co.in
www.Onida.com
www.samsung.com/in
QUESTIONNAIRE
Name
_____________________________________
Address
_____________________________________
Contact No.
_____________________________________
Q1.
Q2.
Q3.
LCD / CRT
b.
CRT
Samsung
b.
LG
c.
ONIDA
d.
Videocon
Rate the following factors you consider are important for building brand
Image.
Q4.
a.
Price
b.
Clarity
c.
Sound
d.
Durability
e.
Looks
f.
Quality
What do you look for while purchasing a LCD / CRT Television? Please
rank in order of importance?
a.
Comparative Advantage
b.
Price
c.
TV Advertisement
d.
Scheme/Discount/Free Gift
e.
Quality
Q6.
a.
Known Product
b.
Good Quality
c.
Reasonable Price
d.
e.
Other Reason
Samsung
b.
LG
c.
ONIDA
d.
Videocon
Q7.
Q8.
Q9.
Samsung
b.
LG
c.
ONIDA
d.
Videocon
Samsung
b.
LG
c.
ONIDA
d.
Videocon
Samsung
b.
LG
c.
ONIDA
d.
Videocon
Samsung
b.
LG
c.
ONIDA
d.
Videocon
Samsung
b.
LG
c.
ONIDA
d.
Videocon
Samsung
b.
LG
c.
ONIDA
d.
Videocon
________________________________________________________________________