Indian Television Industry
Transcript of Indian Television Industry
INDIAN TELEVISION INDUSTRY
PRESENTED BY:-RUPESH KUMARDAYANAND SAGAR BUSINESS SCHOOL, BANGALORE
contents1. Introduction
2. Industrial growth
3. Industrial analysis
4. Competitor analysis
5. Survey report
6. problems
7. Recommendations
8. Conclusion
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 %
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MARKET SHARE%
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INDUSTRIAL ANALYSIS
Five forces model
Inter- firmRivalry
Government & regulatory intervention
Technological changes
Bargaining power of buyers
Bargaining power of suppliers
Threat of substitutes
Threats of new
entrant
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 Porter’s 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 of competition within the industry.
VIDEOCON
Videocon has always been a price player.
Targets customers of low and mid profile.
Manufactures own TV components
COMPETITIVE ANALYSIS
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.
Findings – Dealers and consumers view.
1.LG
2 .SAMSUNG
3. BPL
SURVEY REPORT
4. ONIDA
5. VIDEOCON
6. SONY
7. PHILIPS
Tough competition with MNCs
Lack of right positioning.
Price competition.
PROBLEMS
Balance between R&D and manufacturing.
Product localization
Innovative marketing
Adequate attention on 4P’S
RECOMMENDATION
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.
CONCLUSION
International companies are giving tough competition to Indian players.
Indian companies are lagging behind.
Queries ?