Barco Projection Systems(A):

Worldwide Niche Marketing

Group 4
Anshoo Saini (15PGP008)
Shipra Singh ( 15PGP047)
Tanmay Yadav(15PGP054)
Pavan Sandeep (15PGP063)
Ruchi Tallewar (15PGP113)
Rohit Kawade(15PGP133)
Mukund Khatod ( 15PGP142)

Barco N.V.
Began in 1934 as producer of
radio broadcast receivers
TV Receiver, Broadcast monitors,
professional video segment
Consumer to Industrial markets
Focus on Top-Of-The-Line products
in niche markets

Barcos Projection Systems

Second largest division of Barco N.V.
350 employee
Turnover $35 million(23%)
Headquartered in Belgium

Market Share

Graphic Projectors

Data Projectors

Video Projectors

0%

10%

20%

30%

40%

50%

60%

BPS Projectors
Tubes(15%) II Lenses(20%) II Electronics(50%)
Strength : Electronics
Differentiation: Scan Rate (16 kHz to 64
kHz)

Product Segment Growth,1988

1988(%)

geographic Segment growth,1988

Predicted Annual Growth(1989-1994)

1988(%)

Predicted Annual Growth(1989-1994)

9.00%
0.80%

11.50%

18.00%

12.30%

63%
50%
36%
40.20%

33%
12%

4%

Vi d e o

Da ta

G r a phics

US

We s t e r n E u r o p e

As i a

Sony Projectors Division

Lesser performance but 15% cheaper
Video projectors - 50% of devices sold and in Data projectors 49%.
Most powerful scanner in 1988 was model 1031 which had a scan rate of 35
kHz
Wider 1500+ dealer network with 50% of these box dealer.
Better penetration in US market than Barco thus resulting in low street price
also Sony products get better discounts than Barco
Superior tube. Only source of supply to Barco
Sony using 8 tube which was offered to Barco for BD700 but didnt opt for it

Other Players

PROBLEM

Sony announced an
imminent launch of
their new product, the
1270 projector series
More advanced, claimed
superior, unheard of
performance and significant
cost reduction to the buyers
Immediate changes in the wake
of a significant market share
washout and also to hold fort
against their rivals antics