INDIAN TELEVISION INDUSTRY

PRESENTED BY:RUPESH KUMAR DAYANAND SAGAR BUSINESS SCHOOL, BANGALORE

contents
Introduction 2. Industrial growth 3. Industrial analysis 4. Competitor analysis 5. Survey report 6. problems 7. Recommendations 8. Conclusion
1.

INTRODUCTION

History of Indian color television industry dates back to 1982. Liberalization policy. Price of picture tubes decreased.

INDUSTRIAL GROWTH

The Indian television industry had been seeing robust growth since 1980s. Year 1991-1992 saw decrease in sale of colour television. After liberalization it again started growing.

Boom phase

A lot of new players entered the market

Growth contd.

A lot of new players entered the market MNCs took the major share. Huge competition.

MARKET SHARE

% SHARE

MARKET SHARE

% SHARE

INDUSTRIAL ANALYSIS
Threats of new entrant Government & regulatory intervention Technological changes

Inter- firm Rivalry

Bargaining power of suppliers Threat of substitutes Bargaining power of buyers

Five forces model

INDUSTRIAL ANALYSIS
1.Threats of entrant:Threats to entry is determined by the barriers which act to prevent new firms from entering the industry. 2. Govt. and regulatory intervention:It creates boundaries within which the industry must operate.

3. Bargaining power of suppliers:supplier bargaining power influence the cost and quality of input material. 4. Bargaining power of buyers:the power of buyer is the impact that consumer have on a producing industry.

5.Threats of substitutes:In Porters model substitute products refer to products in other industries. 6. Technological changes:TV industry is technology driven, companies should pay adequate attention on technology.

7. Inter firm rivalry:Rivalry denotes the intensity competition within the industry.

of

COMPETITIVE ANALYSIS

VIDEOCON

Videocon has always been a price player. Targets customers of low and mid profile. Manufactures own TV components

Onida

it was first non serious approach to regular television N Chandramouli, vice president, sales, marketing
and service, Mirc Electronics

In 1998s a research done by ONIDA revealed that most of the TV purchasers are of age 24 -35. Introduction of candy . Change in advertisement from devil to two elderly women using TV to terrify some young thing walking through the street.

The advertisement was a complete failure and death of brand. 2001 saw the return of devil with new look.

SAMSUNG

Created premium image by emphasising global brand. Samsung started playing price game Took over Videocon, Onida and BPL with a market share of 15.1%

LG electronics

Understood the finer differences in consumer motivations. reasons-to-buy differentiation over the blanket-all approach . focuses on low and medium price products.

SURVEY REPORT
Findings Dealers and consumers view. 1.LG 2 .SAMSUNG

3. BPL

4. ONIDA 5. VIDEOCON 6. SONY

7. PHILIPS

PROBLEMS

Tough competition with MNCs

Lack of right positioning. Price competition.

RECOMMENDATION

Balance between R&D and manufacturing. Product localization

Innovative marketing

Adequate

attention on 4PS

CONCLUSION

Purchasing decision of the consumer depends on quality, goodwill, popularity, affordability, features and support services of the product. Brand preference is dependent on age, income and education. Its brand name that sells products.

International companies are giving tough competition to Indian players. Indian companies are lagging behind.

Queries ?