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What is a brand? Study of four television brands: 1. Onida 2. LG 3. Sony 4.

Samsung Survey Analysis Conclusion

To compare four competing brands of

television from four companies and support


the study with a market research.

A brand is a collection of images and ideas representing an economic producer; more specifically, it refers to the

concrete symbols such as a name, logo, slogan, and design


scheme intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.

ONIDA
LG

SONY
SAMSUNG

Started by Mr.G.L.Mirchandani and Mr.Vijay Mansukhani in 1981 in Mumbai Strengths: Superior products, the combination of a distinctive voice, a cutting-edge advertising strategy, and purposeful marketing Recently made a foray in other household appliances Has a network of 33 branch offices, 208 Customer Relation Centers and 41 depots spread across India.

To build a brand around substance. To communicate simple truths that customers understand. To become a leader in our chosen field and become a globally recognized, prestigious company through synergistic business investment, differentiation through innovation, passion through empowerment, cost through economies of scale and world class systems and procedures that bring in delight of stakeholders.

To benefit society at large through Innovation, Quality, Productivity, Human Development and Growth, and to generate sustained surpluses, always striving for excellence,

within the framework of law, and in nothing but the truth in


which we base every action.

Commitment to society/nation Passion for quality Fairness People - our greatest assets Harmony and co-operation Courtesy and Humility Strive for continuous improvement ( KAIZEN ) Growth Innovation Gratitude

TELEVISIONS AIR-CONDITIONERS WASHING MACHINES MICROWAVE OVEN PROJECTORS & DISPLAY PRODUCTS

FLAT SERIES Ultra Slim (Price range:10990 ) Poison (Price range:13990-27990) Oxygen (Price range:5990-18490 ) Black (Price range:7490-11990 ) CONVENTIONAL SERIES KY Series (Price range:8990-9990 )

OTHER MODELS

Aashish Choudhary, the new brand ambassador. Master brand strategy - Onida is the brand and the Devil is the mascot or the brand ambassador. The Devil has remained one of the most recognized symbols. This time the Devil advocates Nothing But the Truth.

1. Brand Image

2. Product
3. Service & Quality

Brand must evoke the sense of pride of ownership in the consumer. Over the years invested on making the brand more modern and contemporary. Enjoy top-of-mind recall and prove that investments on the brand have been worthwhile. Onida is one of the most reliable brands in the TV category with quality at top of priority list.

Onida lagged behind for a while because of the delay in introducing flat TVs. Strong focus on Onida Black.

In a process of introducing plasma and rear-projection television.

Onida is seen as one of the most reliable brands in the TV

category.
Quality at top of priority list. A satisfied consumer is the best brand ambassador.

Cannot support sub-brands in each category hence, have an umbrella brand.

Onida is treated as unifying master


brand across categories. Does sport models such as Oxygen, Poison and KY Thunder, sub-brands, used for differentiation at the trade level for its CTV s.

Onida recognizes that a vigorously intelligent research initiative works at two ends A team of 75 Engineers are at work at the Onida R&D centers in Mumbai and Delhi. The team conducts research in the areas of :

Embedded Software
Industrial Design Mechanical Engineering Electrical Engineering Model Shop

Movie-like experience to TV Programs High picture clarity with DVMC Digital sound with (((KY Inside))) Product extension

Reported a 215 per cent export growth in two years. The shipments to the Gulf contribute almost 65 per cent of Onida's export revenue. Favored by hypermarkets like Lu Centers, Carrefours, Geants and Desmans in GCC countries. Now a sizeable presence in Russia, Ukraine and neighboring CIS countries. Export Plans

Plan to launch mobile phones in Indian market under the Onida brand. To start with, seven models with prices between Rs 1,500 and Rs 8,000.

Planning to invest Rs 15-20 crore for marketing initiatives.


Eyeing premium retail stores.

LG is a large South Korean conglomerate. Created as an appliance company in 1947 named GoldStar, it later merged with the chemical company Lucky. In 1995, it was renamed "LG," the abbreviation of "Lucky GoldStar". More recently, the company associates its tagline "Life's Good," with the letters LG. Had already established the foundation for its two major sectors-the chemical and electronics businesses.

The LG Way includes LG's core beliefs, values, and aspirations. It illustrates a vision that guides the thoughts and actions of LG employees in attaining the ultimate goal of becoming a "No. 1 LG. The LG Way is reached through the practice of "Jeong - Do" Management and LG's management principles, "Creating value for

customers" and "Respecting human dignity."

LG has adopted new visions for the 21st century. Its new visions are to develop a corporation where employees reach their full potential, shareholders maximize their value, and consumers are satisfied and touched emotionally.

LG is now striving to fulfill its goal of becoming a first-class


corporation by embracing "Jeong-Do" Management and continuous innovation

FLAT PANEL DISPLAY:

LCD TV
PLASMA TV

COLOUR TELEVISION: SLIMAGIC TV FLATRON TV

New strategy aims to focus on the premium segment of the market. The second most recognized electronics brand with 55.7 per cent unaided brand awareness. Sales of premium products in the Middle East is low and needs a boost. Sustaining one market price in all stores Maintaining a price gap with main competitors to retain a premium image. Unique promotions for target customers and well-trained customer care executives.

Leading Korea's electronics industry. Has developed innovative technologies and products. Through bold research and development, positive global marketing and sustained innovation. New horizons in the global electronics and telecommunications industries.

LG Electronic India Ltd (LGEIL) is poised for an image makeover. The company is repositioning itself by adding sheen to its designs, aesthetics and the product line to suit the new age consumers. The company also plans to enter newer categories as a part of its expansion in India.

It is making a conscious effort to woo new age consumers.

The company is targeting a turnover of Rs 18,000 crore by 2010 in India, accounting for about 10 per cent of the companys global sales, besides developing the country as an export hub.

Currently, India contributes to about six per cent to the


global turnover, which is likely to go up to 10 per cent by 2010. This year, LGEIL has posted a turnover of Rs 11,500

crore as against Rs 9,500 crore last year.

Founded on May 7, 1946. Masaru Ibuka and Akio Morita came together with a small team of passionate and committed group of employees. Sony created by combining two words of sonus and sonny. In 1958 company formally adopted Sony Corporation as its corporate name. Sony's Trinitron was world's first TV selected for an Emmy Award.

"To experience the joy of advancing and applying technology for the benefit of the public. To be the leading global provider of networked consumer electronics and entertainment

Sony India recorded a 20 per cent sales growth last year. Has a distribution network of nearly 2,000 dealers and distributors. Has 54 "Sony Exclusive" outlets and 39 "Sony World" outlets. Manufacturing plant in Haryana, has an installed capacity of 3 lakh colour televisions. Registered a turnover of Rs 850 crore last year and almost 65 percent came from colour televisions.

Restructuring and repositioning has enabled to regain status as a leading player in the global TV market. Emphasizes on the superiority of Sony TVs' screen resolution and color display in its advertising. Distribution strategy is important factor behind the brand's success. Overviews the distribution channels, department stores, mass merchandisers, 3C chains, and small distributors.

BRAVIA LCD TV X Series (MRP Rs. 399,900-179,900) V Series (MRP Rs.123,900- 89,900) S Series (MRP Rs.25,900- 82,900) G Series (MRP Rs. 24,990)

CRT TV 21 (54 cms) & below (MRP Rs. 7,990-15,990) 25 (64 cms) & above (MRP Rs. 14,990-25,990)

Will increase network and wireless connectivity across its family of devices. Planning to expand services that will enable customers to enjoy contents. Unique position allows to offer compelling network services. Offering highly anticipated film, Hancock, exclusively to all internet connected BRAVIA LCD TVs in the U.S. before available on DVD. Environmental initiative- Green management 2010

Expect to improve the operations of their TV business significantly.

Strive for the global No. 1 position in LCD TVs by FY2010.


Promoting the concept of open innovation.

Effectively respond to rapidly changing customer needs and preferences in the network era.
Strive to achieve not only sales volume, but also sustainable and profitable growth.

Since its founding in 1938, SAMSUNG has maintained a mission statement that responds both to its own change,

and to new developments in the world: "Economic


contribution to the nation", "Priority to human resources", "Pursuit of rationalism". Each slogan represents significant moments in SAMSUNG's history, reflecting different stages of the company's growth from a domestic industrial leader into a global consumer electronics powerhouse.

Devote human resources and technology to create superior products and services. Represents contribute directly to the prosperity of people all over the world.

Talent, creativity and dedication of people are key factors to achieve higher standards of living everywhere.
Create the future with the customers.

Since 1999, is practicing global brand communication strategy. Based on research done by Interbrand INC., USA, Samsung Electronics is the fastest growing brand. Will practice holistic marketing strategy to increase brand value with high quality products. Launching a worldwide brand campaign.

Value structure follows P-V-P system.

Samsung divides the types of television as follows: LCD televisions Led LCD televisions Plasma televisions

Ultra slim fit


Flat televisions

Market oriented enterprise. Global brand campaign Improving corporate image from corporate advertising Culture marketing with a special emotional appeal Experiencing Samsung products first-hand

A company that cares for local communities

In 2006, the Financial Times ranked Samsung Electronics 9th in R&D investment. Investment in R&D has had a great impact on the electronics industry. Speed for remaining competitive in todays digital era. Engineers adjust their thinking to develop original and innovative products. Partnering with suppliers to become a world-leading company One of the worlds most prolific patent creators

Importance of design is growing and hence, operate 7 design centers.

The experts at each location analyze local culture, lifestyles and industry trends.
Global research enables to build what people around the world wants. Design excellence presented by numerous awards. Example: Bordeaux Plus LCD TV

Helping to enrich life and bring greater convenience to customers. Witnessing unprecedented change in industry, as technology evolves at ever greater speed. Brings creativity as the spark for innovation and the driver of growth. Continue to create technologies and products never imagined. Dedicated to giving society new reasons to hope and endure.

Sample size-184
DIVISION ACCORDING TO OCCUPATION

37

51

Salaried service Self-employed Student

38 58

Others

1.What brand of television do you own?


LG Sony

Onida
Samsung
Others 19% Samsung 15% Onida 16% Sony 29% LG 21%

Categorization based on occupation

60 50 40 8 30 20 10 0 LG Sony Onida Samsung Others 10 10 10 16 10 9 7 17 5 6 9 10 7 7 6 8 14 6 8 Others Student Self-employed Salaried service

2. Given a choice would you wish to experiment with another brand apart from the usual one that you own?
No

If yes, which brand?

No 32%

Yes 68%

Brand loyalty to the brands


100.00% 80.00% 60.00% 40.00% 20.00% 0.00% No Yes LG 46.15% 53.85% Sony 38.18% 61.82% Onida 27.59% 72.41% Samsung 23.08% 76.92% Others 14.71% 85.29%

3. What do you consider the most when you purchase a television? Price Brand image Product features After sales service
Product features 43% After sales service 10% Price 28% Price Brand image Product features After sales service Brand image 19%

Salaried Service

SelfEmployed
31.58% 26.32%

Student
22.41% 27.59%

Others
32.43% 18.91%

Price Brand image

25.51% 23.57%

Product features
After sales service
120.00% 100.00% 80.00% 60.00% 40.00% 20.00% 0.00% Salaried service Price

41.08%
9.84%

26.32%
15.79%

46.55%
3.45%

32.43%
16.23%

SelfEmployed

Student

Others

Brand image

Product features

After sales service

ON THE BASIS OF TELEVISION BRAND


60 50 40 30 20 10 0 LG Sony Onida Samsung Others 8 4 25 13 10 12 3 10 12 8 3 7 14 7 4 9 3 11 16 4

After sales service Product features Brand image Price

4. Rate these features in your order of preference.

(1-most desired, 5-least desired)


Picture quality Sound clarity
200 150 100 50 0 1 2 3 Scale Picture quality Sound clarity Screen size Appearance In-built functions 27 20 42 12 83 49 20 32 31 53 59 44 26 16 4 39 22 34 46 59 30 16 10 5 26 70 52

Screen size
Appearance In-built functions

5. How frequently would you purchase a television?


Within 3 years 3-5 years

5-7 years
After 7 years

3 Yrs 5% 3-5 Yrs 11% 3 Yrs 3-5 Yrs After 7Yrs 62% 5-7 Yrs 22% 5-7 Yrs After 7Yrs

Salaried service

SelfEmployed
5.26% 15.79%

Student
4% 16%

Others
5.41% 8.11%

3 Years 3-5 years

6.90% 8.62%

5-7 Years
After 7 Years
120.00% 100.00% 80.00% 60.00% 40.00% 20.00% 0.00%

22.41%
62.07%

34.21%
44.74%

36%
44%

29.73%
56.76%

Salaried service 3 Years

SelfEmployed

Student

Others

3-5 years

5-7 Years

After 7 Years

Brand wise frequency of replacing televisions

60 50 40 30 20 20 10 0 9 3 2 LG 13 7 4 2 Sony 8 1 Onida 3 2 Samsung 4 3 Others 17 15 10 20 9 31 After 7Yrs 5-7 Yrs 3-5 Yrs 3 Yrs

6. Which brand do you feel has the most easily accessible outlets?
LG Sony Onida Samsung
Samsung 17% Onida 11% LG 34%

Sony 38%

Salaried service

SelfEmployed
31.58% 28.95%

Student
34% 42%

Others
37.84% 32.43%

LG Sony

32.76% 46.55%

Onida
Samsung
100.00% 80.00% 60.00% 40.00% 20.00% 0.00%

8.62%
12.07%

15.79%
23.68%

10%
14%

13.51%
16.22%

Salaried service LG

SelfEmployed Sony Onida

Student

Others

Samsung

7. How would you rate the following brands of televisions on a scale of 1-4? (1 being the best)
LG Sony Onida Samsung
200 150 100 50 48 0 1 2 Scale LG Sony Onida Samsung 3 4 28 22 87 40 40 53 43 34 60 44 69 30 32 54 62

8. Which brand according to you advertises its television most convincingly?


LG Sony Onida Samsung
Onida 26% Samsung 7% LG 37%

LG Sony Onida Samsung

Sony 30%

Salaried service

SelfEmployed Student
31.58% 31.58% 18.42% 18.42% 42.14% 23.53% 27.45% 5.88%

Others
51.35% 27.03% 16.22% 5.40%

LG Sony

22.42% 37.93% 25.86% 13.79%

Onida
Samsung
100.00% 80.00% 60.00% 40.00% 20.00% 0.00%

Salaried service LG

SelfEmployed Sony Onida

Student

Others

Samsung

9. Which company do you perceive to be the most customer service oriented?


LG Sony Onida Samsung
Onida 14% Samsung 14% LG 30%

LG Sony Onida Samsung

Sony 42%

Salaried service

SelfEmployed
26.32% 39.47% 5.26% 28.95%

Student
34.33% 42.14% 13.73% 9.80%

Others
48.65% 24.33% 13.51% 13.51%

LG Sony

18.97% 51.72% 18.97% 10.34%

Onida
Samsung
100.00% 80.00% 60.00% 40.00% 20.00% 0.00%

Salaried service LG

SelfEmployed Sony Onida

Student

Others

Samsung

10. Which tagline from below do you find most appealing?

LG Lifes Good
Sony Like no other Onida Neighbor's Envy, Owners Pride

Samsung Everyones Invited


35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% Series1 LG 22.83% Sony 27.72% Onida 30.98% Samsung 18.48%

Salaried service

SelfEmployed
7.84% 18.42% 47.37% 26.37%

Student
22.41% 24.14% 27.59% 25.86%

Others
29.73% 24.32% 35.14% 10.18%

LG Sony

25.50% 29.41% 33.33% 11.76%

Onida
Samsung
100.00% 80.00% 60.00% 40.00% 20.00% 0.00%

Salaried service LG

SelfEmployed Sony Onida

Student

Others

Samsung

ONIDA LG SONY
SAMSUNG

VARSHA MANISHA RUNA

MARIETTA VALERIE PUMMI