A Complete Analysis about the Indian Television Industry including consumer behaviour , character and penetration strategy.

1. In the past five years, the Indian television industry has witnessed drastic changes intensity of competition , promotional schemes and deferred payment options. The entrenched position of Indian market leaders such as Videocon, BPL and Onida have challenged by MNC’s such as LG, Samsung, Sony , Panasonic, Phillips and Sharp. The changing environment needs fresh thinking to gain cutting edge advantage. Various strategic initiatives have been adopted to leverage on favorable forces and prevent adverse ones.

2. Threat of new entrants Threat of substitutes Inter Firm Rivalry Growth & Volatility of Market

3. Current market size estimated at 13.2 million units. LG and Samsung were market dominators with combined share of 42% . Aggressive marketing ,product quality and price sensitivity are going to be the key factors controlling the market. Sony is clearly the leader in this section by miles. Samsung, Onida and Phillips are almost at par when it comes to average realization

4. LCD Television market share is around 6.6% of the total CTV market. Technology and Innovation are most influential factors which would drive this segment. India’s growing upper middle class is projected to be the greatest source of LCD TV purchasing power. 32” LCD Televisions capture the maximum share within the segment.

5. Competition

7. Focus on low and medium priced products

9. Creating a strong emotional pull through brand salience

12. Multiple brand strategy

14. Marketing products with focus towards the youth

16. Leveraging on technological prowess from IT hardware industry

18. Creating distribution channels

20. Sub-branding strategy

22. Indian rural market is projected to grow at 25% as compared to 7-10% for urban markets.

25. Consumers

26. Classified into 4 Sub-Groups The Upgraders The First Time Buyers Multiple Set Buyers Replacement Purchasers

28. Largest in Indian market and constitutes for 62%. of market size.

29. Primary reason behind up gradation is cable and satellite boom and increasing coverage of major sports events

30. This segment normally builds its product knowledge from advertising and other communication that it gets exposed to.

31. The 14” television is the most preferred buying option of this section , contributes to around 20%, but will gradually decline by 2011.

33. The segment comprises of 18% of market share.

34. Key product differentiators are shape, color of cabinet , speaker output and other accessories.

35. Brand loyalty is not very high but focus is towards the brand offering the latest and consumer friendly technology

36. Primary consumer families are nuclear in type with no kids combined with secondary buyers as bachelors living alone for studies or job.

38. The segment has the lowest share at 8%

39. Main consumers are joint families with the need to own personnel television sets

40. Price is the most important purchasing factor combined with lookout for a high tech product.

42. It forms around 12% of the market and holds immense potential for the future.

43. The upcoming new technologies such as HDMI, 3D , Blu-Ray has lead users to constantly keep replacing their old sets with new ones.

44. With increasing disposable incomes and the introduction of new models and declining prices, replacement demand has surged over the years.

46. 84% Indian consumer were willing to pay a premium for environment friendly products Technology innovation was ranked as the most important purchase decision at 19% when compared to the rest of the world which sits at 10% * Accenture Consumer Electronics and Service Usage Report

47. Way to Growth ??