JAY AGARWAL GROUP 8

KRITI SHARMA SECTION B

MANPREET SINGH
SANKALP GURUMUKHI
SARTHAK JAIN
SNEH KHATHURIA
UTKARSH AGARWAL
 ADANY TELEVISIONS: Manufacturer of Color Televisions (CTV) & Black & White
television (BWTV)
MAJOR SEGMENTS: 20, 21,25, 29
Past annual growth rate of industry : 25%
Foreign manufacturers entered the Indian market post the liberalization in 1992
Company wants sales to grow by 40% in 1996 to maintain their market share

Product Market size Adany Sales Adany Market

(1995) Share (1995)
CTV 60 Lakhs 6.6 Lakhs 11%
BWTV 30 Lakhs 6.3 Lakhs 21%
Sales growth 40% to retain the market share

Marketing Perspective: Sales Perspective:

Achievable Sales growth 40% Achievable Sales growth 20%

Demand Drivers - Demand Drivers -
Indians are becoming prosperous Multi-brand outlets and Malls
Proposed action
Proposed action
Increase in Promotion budget by 25%
Advance more credit
Other factors -
Reduced prices despite the rising Other factors -
production cost Tough competition after liberalization,
Planning to launch new models therefore lower shelf space
 Company Manufacturer of CTV & BWTV with a Market Share CTV- 11% BWTV- 21%

Customer Retailer

Competitor Foreign- Japanese (Sony & Panasonic), Korean (LG & Samsung)
Indian- Onida, BPL, Videocon

Collaborators Supplier

Political & Legal- Liberalization

Context Economic- Higher Disposable Income
Technological- BWTV to CTV
 CUSTOMERS: CTV Retailers and BWTV retailers

MARKET
COMPETITORS:
Domestic players: Onida, BPL, Videocon
Multinational players: Sony, Panasonic, LG and Samsung
COLLABORATORS: Retailer

VALUE MARGIN: Increased margin to BWTV retailers (click here for calculation)
CREDIT CYCLE: Increasing the credit cycle of CTV retailers while

PROPOSITION
decreasing it for BWTV retailers
RELATIONS: Special discounts and better credit terms to CTV retailers

Interaction with the sales force

CONNECT Purchasing process (order giving)

Collection of payment
Delivery of order
 Direct
Retailers Industry Available Supplied Slab Credit period qty disc.

Stocking CTV only 1000 900 900 1 High >1500 3%

Stocking mainly CTV 4000 3500 3000

2 Medium 1000-1500 1.50%
Stocking mainly BWTV 7500 5000 3000
Stocking BWTV only 11000 2000
3 Low <1000 0

TOTAL 23500 11400 6900

TOTAL SALES IN ANNUAL

1995 SALES PER
12.9 LAKHS RETAILER 1132

FORECASTED ANNUAL
SALES IN 1996 SALES PER
15.9 LAKHS RETAILER 1267.942584 -