IgO FLAT Vs COMPETITORS

PRASHANT SINGH TOMAR ROLL NO. 060427035

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MIRC ELECTRONICS LTD.

ONIDA

IGO

COMPANY HISTORY
Onida was started by Mr. G. L. Mirchandani and Mr. Vijay Mansukhani in 1981 in Mumbai. In 1982, Onida started assembling television sets at their factory in Andheri, Mumbai. Superior products and the combination of a distinctive voice, a cutting-edge advertising strategy, and purposeful marketing ensured that Onida became a household name 2002-Launch of 'Igo'- the economy brand
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Management
Mr. Gulu Mirchandani (Chairman & Managing Director) Mr. Vijay Mansukhani (Managing Director) Mr. G. Sundar (Chief Executive Officer) Mr. Satrajit Ray (Chief Financial Officer) Mr. S. Ravishankar (Chief Technology Officer - Audio Visual) Mr. Bhupinder Godara (Chief Technology Officer Home Appliances) Mr. Vivek Sharma (Vice President - Sales, Marketing & Service) 4 Mr. C. R Talati (Vice President - Operations)

MAIN COMPETITORS
LG SAMSUNG SONY HAIER VIDEOCON OSCAR T-SERIES SANSUI
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OBJ EC TIV E
To know the main competitors of Igo flat tv in the given region To find out the after sales service of Igo tv To find out the average monthly counter size of main competitors Including Igo tv To find out market share of Igo flat tv in sample area. To know the basic features of a television that attract a customer To know the mode of sales promotion which attracts the customer most To know the competitors of Igo flat tv in rural areas
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Main Brands available on dealers

30 25 20 15 10 5 0 LG SAMSUNG ONIDA IGO VIDEOCON SANSUI SONY 1 29 19 24 7 8 6 7 7 8 7 LG SAMSUNG ONIDA IGO VIDEOCON SANSUI SONY 19 29 24

features of TV that mostly attracts customers

35 30 25 20 15 10 5 0 Sound quality quality of picture No. of programmes Eye care function others 1 33 32 20 8 7 Sound quality quality of picture No. of programmes Eye care function others

Percentage market share of Flat & Conventional TV

Conventional 32% Flat 68%

Flat Conventional

Satisfaction level of after sales service provided by companies

80 70 60 50 40 30 20 10 0 LG Samsung Onida Igo Videocon Sansui Sony 1 75 55 80 78 75 60 75 LG Samsung Onida Igo Videocon Sansui Sony 55 75 80 78 75 60 75

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Main competitors in rural & semi-urban area

25 21 20 16 15 11 10 5 0 Jolly Oscar LG T-Series Igo akai Onida Others 12 10 14 11 Jolly Oscar LG T-Series Igo akai Onida Others

1 21 16 11 12 14 10 11 5

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Things that affect the purchasing behaviour of customers

Brand name 27%

Offer 28%

Word of mouth 19%

Advertisement 26%

Offer Advertisement Word of mouth Brand name

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CO NCL USI ON
IGO has made good position in short period There is cut throat competition in this region because there are many big competitors in the market like LG, SAMSUNG, SONY, OSCAR, etc. Lower numbers of advertisements are telecasted on electronic media like tv, radio (FM). Unawareness about IgO tv There is no website that contains related information of IGO

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SUGGESTIONS
In the region IGO TV sets are not available in all the shops only few shops are dealing in IGO TV , that is the main reason for low share in the region. The pricing policy is also a main reason for the low share. Company may increase the profitability by making the new dealers There should be at least two engineers for after sales service
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LIMITATI ON S
We have to conduct our survey in a large area so it is difficult to cover all the dealers There is no website which have information related to IgO tv Data collection of my survey is based on interview method so it is time taken Some dealers/distributors were not cooperative to give information. It is difficult to cover the interiors of the city Some dealers who are new, have not the adequate knowledge about others brands Some dealers dont know the difference in flat and semiflat screen televisions.
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THANK YOU

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