• Acknowledgement • Introduction • Executive Summary • History of Sharp • Sharp in India • Creed & Business Philosophy • History of LCD • Our Product • Marketing Strategy o Competitive analysis o Different solutions o Strategic tie-ups o Internet marketing • Research • Findings • Suggestions


The work presented in the report would not have been possible without the constant support and encouragement instilled by our faculty members at jagan institute of management studies,rohini: I would like to extend my sincere gratitude to my mentor Ms. Rashmi Taneja for the guidance and constant support he provided throughout the project period. I would like to thank Ms.Priyanka Arora for providing me with insights as to how to the best out of my summer training. The entire team at sharp business systems India ltd. has been a great source of inspiration .i would like to especially thank mr. B.N Pandey, area sales manager SHARP, for the keen interest shown in the project. He has constantly been a source of

support,encouragement and motivation to all the trainees who have had privilege of training under him. and I would also like to thank our mentor Mr.Sumon Chatterjee who was always there to guide us and to build our moral. We owe a lot to this company and various people who have actually helped us to learn and to apply actual learning’s of our PGDM programme. Last but not the least I would like to extend my thanks to all those managers in the participating companies who took time out of there busy schedule to answer the various queries posed to them.


This report has been written within the framework of jagan institute of management studies summer internship programme for PGDM students.The research has been conducted for the new product category of professional lcd’s.launched by sharp business systems india ltd. in the Indian a part of project ,extensive field surveys were conducted in the Indian a part of the two month project,extensive field survey were conducted in the national capital region of delhi.a total of about 91 companies were visited out of which 60 companies participated in the survey.

The goal of this report is to describe and analyze the environment for marketing for professional Lcd’s in the national capital region of delhi.And also designing few market statergies so that we are able to promote our product and position it correctly in the market.

Executive summary
This project concentrates on the marketing & sales strategy of Sharps’ professional LCD panels. Sharp produces premium quality high cost LCDs that are used for business purpose. So, the price is also relatively high. Our project started with doing competitors analysis in which we conduct a survey with multiple dealers of every company to get their minimum prices & compare with our prices to understand what is our position in the market & where should be our target market. After that I made list of target market where sales can be made. I made list of companies where strategic tie-ups are possible. I did lot of online research to find out right contact person. We used many information sites, business media networks to generate leads & categorized them according to the kind of integrated solutions we can provide with our LCDs. There are many kind of solution Sharp provides. The basic 3 are:- Video Conferencing Solution, Security Surveillance Solution & digital signage application. Then I visited companies with questionnaire aimed to check awareness level & demand in the market. If there is any demand we offered them with proper solutions & quotations. It helped us into demand forecasting. We used SPSS to take a data driven approach, in order to find customer loyalty by doing dependency check using anova analysis. We have also found what the most important issues in marketing of LCDs are by using factor analysis. It gave us clear indication which direction company should take to maximize sales in future.

Company History:-

1912-1914 Company founded

1915-1919 Invention Ever-Sharp Pencil of

1920-1924 Expanding sales of EverSharp Pencils

1925-1930 First Japanmade radio

1931-1936 Opens overseas outlets

1937-1944 Demand for radios grows

1945-1952 End of WWII, company revival

1953-1954 First Japanmade TV

About company
Sharp was founded in 1912 by Mr Tokuji Hayakawa. Ever since, Sharp‘s philosophy is to “Make never–before-seen products” and “Make products that others want to imitate”. Its mission as a manufacturer has been to develop products that never existed, thereby contributing to culture and society. At Sharp, we are constantly exploring new frontiers of Technology, to evolve products that are "not just No. 1 but the only one" of its kind. Beginning with the invention of the Ever-Sharp Pencil, we have many of world firsts such as mass production of Televisions, Electronic Calculator, Superheated Water Oven, LCD TV etc. We continually strive to open up new fields, working always to fulfill our mission of serving society. Building on the foundation of our business creed, “Sincerity and Creativity”, we will pursue the infinite possibilities for development in electronics. By creating products which bring a sense of satisfaction to people, we intend to meet and exceed your expectations. Driving cleaner and greener technologies is part of the social responsibility taken by Sharp. While LCDs, Sharp’s core technology , saves energy, Sharp is in active creation of clean energy through it’s Solar Business for which is the undisputed leader worldwide.

Sharp In India
Sharp considers India to be an extremely important market for its products. It is a measure of this strong belief in the Indian market , that it has three subsidiaries in India – a. Sharp India Limited which set up operations in 1989 is engaged sales of LCD TVs , Home Appliances and other Consumer Durables b. Sharp Software Development India Pvt Limited, established in 1999 engaged in developing software for Sharp’s Digital Multifunction Products c. Sharp Business Systems (India) Limited which commenced operations on May 1, 2000 is in the fields of Solar Photovoltaic Products & Systems & Office Automation products like Digital Multifunction Products, Facsimile Machines, Multi-media Projectors ,LCD Displays, Scientific Calculators, Electronic Cash Registers etc

Sharp Business Systems (India) Limited
Sharp Business Systems (India) Limited ,within a short span of seven years in India, is already amongst the top brands for Digital Multifunction Products ( Network Printer/Copiers, fax ,scanner ,multimedia etc. The company has a nation-wide sales & service network covering even the remotest locations of India .

Business Philosophy
"We do not seek merely to expand our business volume. Rather, we are dedicated to the use of our unique, innovative technology to contribute to the culture, benefits, and welfare of the people throughout the world. It is the intention of our corporation to grow hand-in-hand with our employees, encouraging and aiding them to reach their full potential, and improve their standard of living. Our future prosperity is directly linked to the prosperity of our customers, dealers, and shareholders... indeed, the entire Sharp family."

Business Creed
Sharp is dedicated to two principal ideals – "Sincerity and Creativity" By committing ourselves to these ideals, we can derive genuine satisfaction from our work, while making a meaningful contribution to society. Sincerity is a virtue fundamental to humanity... always be sincere. Harmony brings strength... trust each other and work together. Politeness is a merit... always be courteous and respectful. Creativity promotes progress... remain constantly aware of the need to innovate and improve. Courage is the basis of a rewarding life... accept every challenge with a positive attitude

Secure Document Solutions

Providing Superior Document Solutions for a World of Diversity
Today's business document demands are growing more diverse than ever. While information technology-oriented businesses rely on the Internet and integrated office networks to share and distribute important information throughout the entire organization, other businesses just simply want to make clear, fast copies. Serving the broad spectrum of businesses for today and tomorrow, Sharp brings its customers optimum document solutions that provide superior reliability and satisfaction

Sharp's Worldwide Copier / Printer and MFP Production - Over 12.5 Million Units and Growing
Since Sharp first began copier production in 1972, it’s worldwide production has grown steadily. This achievement reflects the popularity of Sharp copier/printers and MFDs for their high reliability, stable copy/print quality, productivity, and ease of use. Rather than just boxes, Sharp offers customized document solutions that are helping businesses around the world improve their document quality and productivity. SharpdeskTM is an original Sharp application that provides integrated desktop management of documents in over 200 file formats, including scanned paper based documents and those made with popular applications such as Microsoft Word, Excel, Adobe PDFs etc.

Complete range of world class projectors - for Business, Entertainment or Education
Sharp Image Quality (IQ), is the defining characteristic of our multimedia projectors that has made Sharp the industry leader in DLP technology used in DLP projector Series & LCD technology used in LCD display products. From the smallest Mobile Series to our fully networked Large Venue Series you'll find intelligent design and features sure to portray your message in the best light. The Progressive Scan technology along with TruevisionTM Image processing provides optimal video performance. The motion-adaptive and digitally clear & scanned images produce smooth moving scenes and ensure smooth natural lines and edges without noise.

Sharp's exciting line-up of LCD & DLP multimedia projectors delivers the right display solution for the classroom, boardroom, lecture hall or any collaborative meeting space

Experience the best that LCD technology has to offer with Sharp.

Sharp began research on solar cells in 1959, almost exactly 48 years ago. Research on solar cells was low profile and unspectacular compared to the development of home appliances that dominated the market at that time. Sharp researchers, however, diligently pursued this clean energy conversion technology. They were convinced that utilizing the inexhaustible and cheap energy of the sun to create electricity-with no toxic substances or CO2 and without causing noise or vibration-would enable society to continue living in peace and abundance well into the future. After four years of trial and error, Sharp established the technology to mass produce solar cells in 1963. But costs were still high at that time, and the main use for solar cells was as a source of power in areas without access to electricity, such as remote lighthouses. Sharp photovoltaic power systems, which have been installed on lighthouses in 1,810 locations as of April 2006, are custom-designed using the data gathered by those technicians to match local circumstances. These past 48 years have also seen many difficult times, including business recessions. But Sharp kept faith in the potential of solar power for the future. The company quietly and unpretentiously persevered in keeping the business alive and developing the technology.

Recently, the movement to introduce and expand renewable energy is gaining momentum, particularly in Europe, but also in the US, China, and the rest of Asia. As

a result, demand for photovoltaic power systems is skyrocketing.

With the know-how and technologies gained from long years of experience in this field, Sharp is furthering R&D on a wide variety of solar cells and pursuing the potential for still wider use of solar energy. Sharp has now been the No.1 leader in solar cell production for the past seven years in a row, since 2000 leading the way into the era of Clean Energy with Solar Power.

Other products
Sharp's has wide range of Products including Mono/Multi Crystalline Module, Thin Film Module & Building Integrated Photovoltaic Modules (BIPV). Sharp has the capability to provide complete solutions across all sectors including Small PV Lighting Systems for Rural Application , Solar Power Pack for Railway & Telecom Application, Large Capacity Standalone/ Hybrid /Grid Connect Power Plant for Corporates, PSUs & Utilities. Sharp has recently announced a new 1 Giga Watt, largest ever manufacturing facility for Thin Film Modules in Osaka

Expanding your Communication Possibilities Bringing You High-Quality Faxing Convenience
Business communication is a critical component of success. That's why it's crucial to stay on top - and ahead - of the changes that may impact your business. As the power

and pace of information has advanced, so has the way we communicate, and business technology has evolved along with it Sharp, a leader in the facsimile industry, understands this new language of business and translates it in ways that make sense for you. By recognizing change, adapting technology and building productive, efficient products, we strive to keep businesses like yours at their competitive best.

Efficient Money Management for your Business
Performance to complete your Customer Service Package Meet the Sharp ECR - the ideal partner for small business and shop owners who need an electronic cash register that's big on performance, but small in size. Packed with convenient functions, Sharp's Electronic Cash registers make it easier and more efficient than ever to manage your sales. Transactions are neatly organized with departments for classifying products and services into groups

Origins of Television
The first ancestor of the modern televsion was a little invention by Paul Nipkow in 1884 that consisted of a disk with holes spiraling into its center At the time, very few people had television sets and the viewing experience was less than impressive. The small audience of viewers was watching a blurry picture on a 2 or 3 inch screen. The future of television looked bleak, but the competition for dominance in television broadcasting was hot. Iconoscope But when a new age dawned after the war, the time was right for the Golden Age of Television. Unfortunately, everyone had to watch it in black and white.

TV in Color
CBS was the first to develop a workable color system year. This revolution was stiffled by the fact that the signal was incompatible with the huge number of black and white sets in homes around the country signal.

Liquid Crystal Display (LCD) Televisions
Technology Overview & Description
Liquid Crystal Display, or LCD TVs use a florescent backlight (see LED Backlight Technologies for an update) to send light through its liquid crystal molecules and a polarizing substrate. LCD TVs work passively, with red, green and blue pixels. By applying voltage to the pixels using a matrix of wires, the pixels can be darkened to prevent the backlight from showing through. Many LCD displays double as computer displays by allowing standard analogue VGA input, a great option if you need your display to pull double duty as a PC monitor to save money and space. Nearly all LCD TVs offer flexible mounting options including walls or under cabinets.

What's Next ?
Thinner, bigger, faster, cheaper. Direct view LCD screens are just starting to break the size barrier that once held them back (with some models getting as large as 100+" though don't expect volume shipments) and it will be up to the manufacturing plants to convert or expand to the point where these larger screens become affordable and economical to produce. LCDs are not yet the best for black levels, but they are getting better due to LED backlighting and the "blur" effect, where the pixels cannot refresh fast enough for the screen motion, is all but extinct in newer 120Hz models.

LCD Display Advantages
• • •

Good color reproduction and improving contrast (high contrast tied to peak brightness capability however) Very thin, getting thinner (thank Hitachi and Sharp) Relatively lightweight with flexible mounting options

• • • • •

Perfect sharpness at native resolution Excellent longevity Among the brightest direct view displays No practical screen burn-in effect Silent with no moving parts or fans

LCD Display Disadvantages
• •

Notorious "screen door" effect on smaller mobile displays Very difficult to produce deep blacks (LED backlighting improving this)

Professional panel
About Sharp Information Display
The screen of an LCD Product is made up of tiny dots known as 'pixels'. The more pixels, the more detail. The entry level HD READY format has a resolution of 1366 x 768, giving a total of 3.15 million pixels. The most advanced HD standard today is called FULL HD 1080p. In addition to the benefits of the older "HD READY" specification, these models are also able to display Bluray output at its native output of 24 frames per second, creating the best cinematic experience for your home . Sharp is the worldwide leader in LCD Technology and the Sharp Professional LCD Display are available for Landscape as well as Portrait placements. The Sharp LCD Information Display Panels come in varied sizes from 32' till the World's largest 108". An LCD Information Displays Product now finds its applications in High end Video Conferencing, Flight Information Display, Security Monitoring, Video Wall, Reception Areas, Board Rooms/ Meeting Rooms, Showrooms and Mall Display's, Control Rooms, Museums or virtually anywhere with stunning features like Full HD, 24x7 capability and many more. Sharp LCD Information Display combined with Video Conferencing allows Multinationals and Corporates to connect to people instantly at dozens of locations in Real Time thus presenting a time and cost saving alternative to travel. The LCD Information Display Device plays the key role in the Video Conference setup as more than 60% of communications that happen are nonverbal and Sharp Full HD LCD Information Display's are able to deliver exact and accurate body language, facial expressions leading to a greater connection and understanding. Sharp is here to redefine lifestyle with the World's largest 108" LCD Display. Experience the unique amalgamation of stunning looks with breathtaking picture clarity. Now change the way you see things forever.

LCD professional panels:

Sharp is a worldwide leader in flat-panel Liquid Crystal Display (LCD) technology and Professional Displays. Since the developing the world’s first 14-inc color TFT LCD display in 1998, Sharp has consistently led the industry with larger screen sizes, introducing the first 45-inch class model in 2004 and the first 65-inch class model. Sharp has met the demand for superior image quality by achieving such “first” as a resolution that is four times higher than that of current HD (4096x2160), the world’s highest contrast ratio (1,000,000:1) and the ultimate in fast-motion image processing with 120 Hz frame rate conversion and fast pixel response time of 4. Differentiations from Conventional TV No AV Center Full HD resolution for PC signal: 1,920 x 1,080 Durability: rugged metal rear enclosure 24 hours operation* No FAN PC control / Remote monitoring by RS-232C Multi-monitor applications <Daisy chain connection by DVI> Power on delay*** Lockable key PN-Series Conventional

What’s SHARP Professional Monitor PN-series?
• • • • •

Full HD(1,920 x 1,080) for PC signal, ASV Black LCD Reliability & Longevity, 24hours Operation Durability, No mechanical moving parts (No FAN) Network operability and communication, RS-232C Video wall (multi-display) function

• • • •

Unobtrusive & Lockable Key Panel Versatile screen mode, P-in-P / P-by-P Not only landscape but portrait orientation Detachable Front Bezel (for PN-465/525)

1. Full HD(1,920 x 1,080) for PC signal, ASV Black LCD


2. Reliability & Longevity, 24hours Operation

3. Durability, No mechanical moving parts (No FAN)

4. Network operability and communication, RS-232C

5. Video wall (multi-display) function <Enlargement>
In large venues where visual impact is everything, videowall imaging systems are inevitable infrastructure for commercial end-user. It features enlargement function that assigns each monitor a ID # and show single image with using multi-screen. “Bezel image adjustment” function keeps proportion of image as if there is no bezel in between

6. Video wall (multi-display) function <Video-output>
In large venues where visual impact is everything, videowall imaging systems are inevitable infrastructure for commercial end-user. PN-series is equipped with RGB/DVI throughput which enables to create videowall without video signal splitter

Mirror Image

Mirror Image - Daisy chain

through RGB/DVI terminal

7. Unobtrusive & Lockable Key Panel
Because content on screen is everything for professional end-users. End-user can keep off unintended interaction to the monitors on the field with control lock function. Switch lock function is adjustable through either remote control or RS232C. Power LED located in front panel sometime disturb view of videowall; but PN-series can set it off via remote control or RS232C.

8. Versatile screen mode, P-in-P / P-by-P
Commercial users can get tremendous use of screen real estate with various screen modes. P-by-P split screen in half and shows two different sources in each side. P-in-P provides a sub screen within main video source at any location.

8. Not only landscape but portrait orientation

Product Specification





LCD Type:

ASV ASV ASV Black TFT Black TFT Black TFT ASV Black ASV Black LCD LCD LCD TFT LCD TFT LCD (AGLR) (AGLR) (AGLR) (AGLR) (AGLR) 52-inch [actual size 32" Wide 32" Wide 42" Wide 52 1/32” ] (Diagonal (Diagonal (Diagonal diagonal 80 cms) 80 cms) 106.7 cms) (1,152.0 x

Screen Size: Resolution: Display colors: Brightness: Contrast Ratio:

65 inch

1366 x 1366 x 1366 x 1,920 x 1920 x 1080 768 pixels 768 pixels 768 pixels 1,080 pixels pixels 16.77 16.77 16.77 16.77 16.77 Million Million Million Million Million (8 (8bit) (8bit) (8bit) (8bit) bit) 450 cd/m2 450 cd/m2 450 cd/m2 450cd/m2 420 cd/m2

Viewing Angle (H/V): Response (Average): Video Time

1500:1 1500:1 1500:1 1800:1 2000:1 176° / 176° / 176° / 176° 176° 176° 176° / 176° 176 H/ 176 (CR>/=10) (CR>/=10) (CR>/=10) (CR=10) V (CR>/=10)





6 ms

PC/AV Digital:

PC Analog:



Audio PC:

DVID(24pin) HDCP DVI-D (24 DVI-D (24 DVI-D (24 compatible pin) pin) pin) [DVI1.0] Analog Analog Analog RGB (mini Mini D- Mini D- Mini D- D-Sub 15 sub15pin , sub15pin , sub15pin , pin),RGB Analog Analog Analog (BNC x 5)*1 HDMI, DVIBNC BNC BNC *2 *3 D Component (BNC: Y, Pb/Cb, Pr/Cr) *3 BNC, BNC, BNC, (480i/p, Analog RCA RCA RCA 576p, RGB, 5-BNC Component (BNC:Y, Pb/Cb, RS-232C Pr/Cr), (D-sub 9 pin Composite RS-232C RS-232C RS-232C x 1) (BNC) 3.5mm 3.5mm 3.5mm Mini Mini Mini 3.5 mm mini Stereo Stereo Stereo stereo jack RC-232C 3.5 mm mini stereo jack RCA x 2

Audio AV: Output Terminal Video:

RCA x 2

RCA x 2

RCA x 2

RCA x 2 DVI-D 24pin*4




Only one of its kinds(108 inches) display screen
Installation LCD Panel Landscape - no tilt 108" Wide-screen (corner-to-corner 2,732.7mm) ASV Low-Reflection Black TFT Native Resolution Maximum Display Pixel Pitch Maximum Brightness Contrast Ratio Angle of Vision Screen Display Size Response Time Computer Input Signals Video Synchronization Plug & Play Power Management Video Signal System Colour 1,920 x 1,080 x RGB Approximately 758 million colours Horizontal 1.2405mm x Vertical 1.2405mm 400 cd/m2 1,200:1 Left/Right 176 degrees, Up/Down 176 degrees (contrast ratio >10) 2,381.76mm (horizontal) x 1,339.74mm (vertical) 6m/s Analog RGB (0.7 Vp-p) 75 ohms, Digital (conforms to DVI 1.0 standards) Horizontal/Vertical Positive/Negative) separation (TTL:

VESA DDC2B supported No signal off PAL, NTSC (3.58 MHz)

Input Terminal


Component (3x BNC), Audio L/R (2x RCA) S-Video (Mini-DIN), CVBS (RCA), Audio L/R (2x RCA) Component (3x RCA), CVBS (RCA), Audio L/R (2x RCA) HDMI HDMI HDMI, Audio L/R (2x RCA) DVI-I (With HDCP), Audio L/R ( 0 3.5mm Jack) RS-232C (9 Pin D-Sub) Audio L/R (2x RCA) INPUTS 1/2 Optical Digital Audio (PCM) Speaker output 15 W + 15 W (4 ohms) 200 to 240V AC 50/60Hz 1,130 W (0.8 W on standby) 24,000hrs

Output Terminal

Audio Output Digital Audio Output Speakers

Power Supply Power Consumption Back Light Life Environmental Conditions Operating Temperature Operating Humidity

0 to 40 degrees Celsius 20% to 80% RH (no condensation) Width approx. 2,572 x Depth approx. 204 x Height approx. 1,550mm Approximately 195kg (excluding stand) Width approx. 2,755 x Depth approx. 745 x Height approx. 2,020 mm (Approximately 317kg) AC power cord, remote controller and batteries, operating manual, bolt caps,

Dimensions (excluding stand) Weight Package Dimensions (Weight)

Main Accessories

power cord holder Installation LCD Panel Landscape - no tilt 108" Wide-screen (corner-to-corner 2,732.7mm) ASV Low-Reflection Black TFT Native Resolution Maximum Display Pixel Pitch Maximum Brightness Contrast Ratio Angle of Vision Screen Display Size Response Time Computer Input Signals Video Synchronization Plug & Play Power Management Video Signal System Colour 1,920 x 1,080 x RGB Approximately 758 million colours Horizontal 1.2405mm x Vertical 1.2405mm 400 cd/m2 1,200:1 Left/Right 176 degrees, Up/Down 176 degrees (contrast ratio >10) 2,381.76mm (vertical) 6m/s Analog RGB (0.7 Vp-p) 75 ohms, Digital (conforms to DVI 1.0 standards) Horizontal/Vertical Positive/Negative) separation (TTL: (horizontal) x 1,339.74mm

VESA DDC2B supported No signal off PAL, NTSC (3.58 MHz)

Input Terminal


Component (3x BNC), Audio L/R (2x RCA) S-Video (Mini-DIN), CVBS (RCA), Audio L/R (2x RCA) Component (3x RCA), CVBS (RCA), Audio L/R (2x RCA) HDMI HDMI HDMI, Audio L/R (2x RCA) DVI-I (With HDCP), Audio L/R ( 0 3.5mm Jack) RS-232C (9 Pin D-Sub) Audio L/R (2x RCA) INPUTS 1/2 Optical Digital Audio (PCM) Speaker output 15 W + 15 W (4 ohms) 200 to 240V AC 50/60Hz 1,130 W (0.8 W on standby) 24,000hrs

Output Terminal

Audio Output Digital Audio Output Speakers

Power Supply Power Consumption Back Light Life Environmental Conditions Operating Temperature Operating Humidity

0 to 40 degrees Celsius 20% to 80% RH (no condensation) Width approx. 2,572 x Depth approx. 204 x Height approx. 1,550mm Approximately 195kg (excluding stand) Width approx. 2,755 x Depth approx. 745 x Height approx. 2,020 mm (Approximately 317kg) AC power cord, remote controller and batteries, operating manual, bolt caps, power cord holder

Dimensions (excluding stand) Weight Package Dimensions (Weight)

Main Accessories

Used at various places
Airports Railway Stations Leisure Complexes Broadcast / TV stations Surveillance Centres Public Venues Video Conferencing Financial Institutions Public Offices Factories Educational Institutions

Marketing Strategy:
Competitor’s analysis:
We have given the list of prices for different sizes of LCD’s in the given table. I have collected this primary data by visiting different dealers. For every brand we have visited multiple dealers & we have quoted the minimum possible prices for every size. S bran ize d 32” 37” 40” 42” 46” 50” 52” 60” 65” 70” 240000 0 21500 0 70000 0 LG 32000 50900 55000 58990 13099 0 285000 Samsun g 35000 57000 56990 75000 Sony 37000 57900 0 67900 99900 90000 35000 0 25000 0 Panasoni Hitac c hi 30900 50990 47900 53900 10000 0 70000 7299 0 99900 Sharp 60000 Philip Toshib s a 36990 5799 57990 0

From this research, we can draw different conclusions. • • • LG, Hitachi is in the low price category. Samsung & Panasonic is in the medium price category. Sony & Sharp is in the high price category.

With competitive price & aggressive marketing strategy, LG is the market leader in India. They have tie-up with major digital signage companies like OOH media,Live Media,Delhi Metro. They have a big distribution network around the country Samsung is known for good quality product in medium price range. Their brand is as value for money & has consistent sales. Sony & Sharp both has the best quality products in the market. Sony with its promotion strategies & brand value has become a big player in this field. They have targeted those organizations which are ready to pay higher price to get the best products.

But Sharp has a different philosophy. They don’t believe in mass promotion. As they produce the best quality products they believe that their product speaks for itself. Moreover their product is targeted to business segment. So, showing large advertisements to masses is not going to be much beneficial for them. So they market their product by directly approaching business houses. They have many prestigious clients in India which includes ABB, Freescale Semiconductor, KFC, etc. To increase sales they use to provide end to end integrated solutions to its customers. Large professional LCD’s are mostly used in 3 purposes: 1. Video Conferencing Solutions, 2. Security Surveillance Solutions 3. Digital Signage Application. In each of these categories there are specialized solution providers who procure large no. of LCDs, to provide solutions with their customer. So to make large no of sales, company needs to make tie-up with them. LG has been very successful in making these tie-ups. In our summer internship, we concentrated in contacting & introducing our product to the these companies so that our company can have further discussions with them. In all 3 fields we give you a brief introduction of these companies. But apart from these companies we visited many other companies to promote our product.

Video Conferencing Solution:In video conferencing industry there is huge requirement of professional LCD panels.

Polycom with the largest market share of 43.5% remained the top performer in the
Indian AVC segment. The company saw most of its business coming from oil and gas sector. Tandberg followed Polycom with a market share of 15.2%. Cisco with 10.5% market share was the third leading performer in this segment. Cisco's revenue came from the telepresence business, where it was the top performer.High definition video equipment rather than the standard ones have gained momentum in the list of AVC technologies.

LifeSize launched a high definition audio video conferencing solution, and within three years its business has gained momentum in India. It claims to have registered 100% year-on-year growth. But, with video being sensitive to bandwidth, there are a lot of issues which have surfaced in India. Even Cisco's TelePresence requires a minimum of 224 Mbps to run smoothly as against 512 Kbps for videoconferencing. In India, bandwidth is still not universally available, and performance gaps in networks are often glaring. Another factor is that higher bandwidth in India is available only on wireline, a luxury that only the metros can boast of.

Growth Driver
The usage of audio video conferencing has increased in sectors like the government, judiciary, healthcare and pharmaceuticals, apart from the major corporates. AVC has multiple usages such as -interviewing candidates, interaction with relatives settled abroad, reviews and meetings, product launches, press conferences, and auditioning actors.

Polycom:Polycom provides the most life-like experience for communication and remote meetings from anywhere to anywhere, instantly. . Polycom and Avaya have a long-standing partnership delivering high-quality voice and video communication solutions. The companies have jointly developed nextgeneration Internet Protocol-based conferencing products and expanded existing reseller relationships to address the demand for video communication and converged telephony solution


LifeSize Communications is a high definition video and audio communication company that provides HD video endpoints, infrastructure and management solutions for all types of organizations. LifeSize is a privately held, venture-funded company located in Austin, Texas. LifeSize is the first company to develop and deliver high definition video communications products. Founded in 2003 by industry veterans and named “Videoconferencing Company of the Year” in 2007 by Videoconferencing Insight. LifeSize’s award-winning solutions combine exceptional quality, user simplicity and administrator manageability.

The provision of a range of security systems, including the design, installation, maintenance and monitoring of intruder alarms, access control, CCTV and other security systems.

CCTV Surveillance System
G4S Security Systems
G4S range of Closed Circuit Television (CCTV ) leads the industry to new frontiers of design and performance. G4S takes pride in bringing the latest technology being introduced anywhere in the world to its valued customers. HIGHLIGHTS • • • • • • • • Cameras ranging from Analog to IP based Video servers for long duration storage Remote viewing and storage Event and alarm based recording for optimizing the bandwidth requirements IP enabled DVR’s with recording speeds varying from 50 FPS to 400 ips Integration with RAID systems for high performance, mega storage Over 150 different products available to meet all kind of CCTV requirements. UL, FM, LPCB and CE approved

CCTV and Surveillance Camera Systems

G4S Security Systems are a market leader in the design and installation of effective CCTV systems and surveillance cameras. We have been designing CCTV and integrated systems for over 20 years and our expertise is second to none.

Effective tailor made CCTV systems for your business
From single camera to multiple site, multiple camera systems incorporating hundreds of cameras, G4S Security Systems has experience in designing and installing them all.They install the very latest in system technology and are constantly reviewing and researching new products to make sure that G4S Security Systems stays at the forefront of the cutting edge product technology.

Choosing the best CCTV System for your Needs
G4S Security Systems is agnostic when it comes to deciding which equipment to use for our clients. Typical brands they install including Pelco, Panasonic, Baxall, Vista and JVC and sharp.

BCL Secure Premises
BCL Secure Premises Pvt. Ltd. (BCL SP) an end to end Integrated Security Solutions provider has grown in leaps and bounds to become one of the emerging leaders in the Indian Security Industry. A In a short span of just three years, BCL SP has redefined security solutions, demonstrating its commitment to providing its clients the very best in innovation, quality and training. The Indian Security Industry is changing at an ever increasing pace with new and more advanced technologies being introduced all the time. Aimed at providing world class security solutions to its clients, BCL SP an ISO 9001:2000 certified company continuously upgrades the quality of its resources and infrastructure. The board of BCL SP provides constant guidance and advice to the organisation, and consists of renowned security specialists who have served in the nation’s premier security agencies and armed forces for many decades. This results in strong foundations, based on experience, expertise and a critical understanding of latest technologies.

Digital signage application
OOH media
Established in November 2006, Out-Of -Home Media (India) Pvt. Ltd.( is a leading media company specializing in out -of - home television . We leverage our robust network of Business , In-s tore and Leisure to display audio–visual advertisements and engage urban consumers while they are at work,shop and play.

At Out -Of -Home Media we help marketers reach audiences wherever they are . We deliver audiences in different frames of mind which enhances the communication impact and also audience recall .As t he first step towards achieving this goal we have already installed more than 5000 screens in over 22 cities across India. We aim to own 30,000 screens with in next 18 - 24 months , and with each passing day, we are realizing our dream.


awareness & demand analysis
Research Methodolgy:• • The research is a descriptive type research. It is based on 61 samples collected from top notch companies in New Delhi. They include purchase managers of media & security companies, IT managers of banks & IT companies. The data collection is done through questionnaire. No data has been used as secondary sources. The report is completely based upon primary sources. The information is collected from the field by researcher itself.

• • •

Questionnaire 1. Do you know what is the difference between LCD TV & Plasma?
•Yes •No Analysis:Frequenc y Percent Valid Percent Cumulative Percent

Valid 1.00 2.00 Total

45 15 60

75.0 25.0 100.0

75.0 25.0 100.0

75.0 100.0

1.00 2.00

1.00=yes 2.00=No 75% of the people knew the difference between a plasma & LCD, so it was easy to convince them, that using a LCD is better than a plasma TV, after this question those who said no,I explained them that LCD has greater picture clarity, space & durability than a plasma & plasma is an obsolete technology.

2. Do you know what is the difference between LCD TV & LCD Panel?
•Yes •No
Frequency 10 50 60 Percent 16.7 83.3 100.0 Valid Percent 16.7 83.3 100.0 Cumulative Percent 16.7 100.0


1.00 2.00 Total

1.00 2.00

1.00 = yes 2.00 = no Only 16.7% of the population said they understand the difference between a normal LCD TV & LCD panel. Most of the purchase & IT managers are not aware of the advantages of having a LCD panel, rather than just a TV. We explained them why should one buy a panel, rather than a TV. It has many extra features than LCD TVs like full HD picture, fan less architecture, P by P format, greater contrast ratio, etc.

3. Do you have any large TV or LCD installed in your system?
•Yes •No
Frequency 44 16 60 Percent 73.3 26.7 100.0 Valid Percent 73.3 26.7 100.0
1.00 2.00


1.00 2.00 Total

Cumulative Percent 73.3 100.0

1.00=Yes 2.00=No

Analysis: 73.3% of the population said they have a large LCD or plasma TV installed in their office. These LCDs are used for different purposes. They use it for different purposes. It is used for video conferencing, security surveillance, digital signage or even simply TV purpose. 26.7% of the population don’t have a LCD in their office. Many of them have offices that are too small to have a large LCD & few of them wants to buy one in future.

4. Which co. does it belong to?
•LG •Samsung •Sony •Panasonic •Hitachi •Sharp


1.00 2.00 3.00 4.00 5.00 6.00 Total

Frequency 11 7 19 4 1 3 45 15 60

Percent 18.3 11.7 31.7 6.7 1.7 5.0 75.0 25.0 100.0

Valid Percent 24.4 15.6 42.2 8.9 2.2 6.7 100.0

Cumulative Percent 24.4 40.0 82.2 91.1 93.3 100.0

Missing Total


1.00 2.00 3.00 4.00 5.00 6.00 Missing

1.00=LG 6.00=Sharp


3.00=Sony 4.00=Panasonic 5.00= Hitachi

Missing=they don’t have LCD in their offices

Analyis: 24.4% of the population has LG in their offices but LG is the market leader that means LG is doing most of his sales with bulk purchasing companies like media cos,etc. But Sony has a good brand equity among corporate.42.2% of the corporate has Sony LCD in their offices.

5. Do you have any further requirement?
•Yes •No
Frequency 28 32 60 Percent 46.7 53.3 100.0 Valid Percent 46.7 53.3 100.0 Cumulative Percent 46.7 100.0


1.00 2.00 Total

1.00 2.00

1.00= Yes 2.00= No 46.7% of the people said they have further requirement indicating a huge demand for LCD. With proper positioning it is possible to create a good market for Sharps’ LCD.

6. Which cos. LCD you aspire to buy?
•LG •Samsung •Sony •Panasonic •Hitachi •Sharp


1.00 2.00 3.00 6.00 Total

Frequency 10 5 9 7 31

Percent 16.7 8.3 15.0 11.7 51.7

Valid Percent 32.3 16.1 29.0 22.6 100.0

Cumulative Percent 32.3 48.4 77.4 100.0

Missing Total


29 60

48.3 100.0

Analysis: 32.3% of the people wanted to buy LG because it is cost effective & it provides good quality product & 29% people wanted Sony Viao because it provides them the best quality. So market is divided between 2 major players. But good news is those who are using Sharps’ customers are loyal to the company. They want to buy Sharps’ LCD for further requirement.
Sum of Squares 61.719 31.689 93.407 Sum of Squares 61.719 31.689 93.407 Sum of Squares 61.719 31.689 93.407 Sum of Squares 61.719 31.689 93.407 df 4 22 26 df 4 22 26 df 4 22 26 df 4 22 26 Mean Square 15.430 1.440 F 10.712 Sig. .000 Mean Square 15.430 1.440 F 10.712 Sig. .000 Mean Square 15.430 1.440 F 10.712 Sig. .000 Mean Square 15.430 1.440 F 10.712 Sig. .000

Between Groups Within Groups Total

Between Groups Within Groups Total

Between Groups Within Groups Total

Between Groups Within Groups Total

Analysis: We have used anova analysis for this question in respect to question no.4 & we have found that the significance level is 0.00. That means all corpoartes who has further requirement,is going to buy same cos. LCD that they are using already. That means all the companies in the market provides good quality products & services. So,if sharp wants to get a good market share, merely good quality product is not the solution,they need to have a good marketing strategy & good value added services like installation,solutions & after sale services.

1.00 2.00 3.00 6.00 Missing

7. Do you have any video conferencing solution in your co?
•Yes •No
Frequency 30 30 60 Percent 50.0 50.0 100.0 Valid Percent 50.0 50.0 100.0 Cumulative Percent 50.0 100.0


1.00 2.00 Total

1.00 2.00

Analysis:-50% of the companies have video conferencing solution in their company. Most of the other companies don’t have any requirement. Some companies have requirement.

8. Which cos. Solution you use?
•Tandberg •Polycom •Others
Frequency 14 11 5 30 30 60 Percent 23.3 18.3 8.3 50.0 50.0 100.0 Valid Percent 46.7 36.7 16.7 100.0 Cumulative Percent 46.7 83.3 100.0


1.00 2.00 3.00 Total

Missing Total


1.00 2.00 3.00 Missing

1.00= Tandberg 2.00= Polycom 3.00=Others Missing=Do not use any solution Analysis:- Though in worldwide market, Polycom has the largest market share, but in New Delhi, our research says Tandberg is the market leader with 46.7% of the market. Polycom comes 2nd with 36.7% of the market. Other players in the market has a joint share of 16.7%.Good news is that, Lifesize, the co. in tie-up with Sharp for video conferencing solution has shown a growth of 100% in consecutive 2 years.They are expected have solid growth in coming years.

9. Do you have any requirement for video conferencing solution?


Frequency 5 55 60 Percent 8.3 91.7 100.0 Valid Percent 8.3 91.7 100.0 Cumulative Percent 8.3 100.0


1.00 2.00 Total

1.00 2.00

Analysis:- Only 8.3% of the companies have a requirement of videoconferencing solution. It is quite less, in regard to 46% of the overall requirement of LCD. So, this is a small & specialized category where sales can be done through channels & tie-ups.

10.Which brand you aspire to buy?

•Tandberg •Polycom •Others •Don’t know


3.00 4.00 Total System

Frequency 2 3 5 55 60

Percent 3.3 5.0 8.3 91.7 100.0

Valid Percent 40.0 60.0 100.0

Cumulative Percent 40.0 100.0

Missing Total

3.00 4.00 Missing

Analysis:- Those of the 8.3% of the population who has a requirement of videoconferencing solution, most of the people had no idea of which brand to buy that means it is easier to convince people to buy our brand. With aggressive marketing strategy one can get into this market.

11.Do you have any security surveillance solution in your co?
•Yes •No
Cumulative Percent 50.0 100.0


1.00 2.00 Total

Frequency 30 30 60

Percent 50.0 50.0 100.0

Valid Percent 50.0 50.0 100.0

1.00 2.00

1.00=yes 2.00=no Analysis:- 50% of the companies have security surveillance co in their co. Others don’t have it. Some of their co have very small campus to security surveillance company.

12. Do you use P by P format display in it? •Yes •No
Frequency 15 16 31 29 60 Percent 25.0 26.7 51.7 48.3 100.0 Valid Percent 48.4 51.6 100.0 Cumulative Percent 48.4 100.0


1.00 2.00 Total System

Missing Total

1.00 2.00 Missing

Analysis:- This question is important because those who does not use pbyp format, they most of the times use small screen or plasma TV so these are the

customers who may not use LCD panels for further requirement. The people who are using security surveillance system, are evenly divided between users of pbyp & nonusers. 48.4% of the population said they use pbyp format & 51.6% said they do not use it.

13.Do you have any requirement of security surveillance solution in your co?
Valid 1.00 2.00 Total

Frequency 9 51 60 Percent 15.0 85.0 100.0 Valid Percent 15.0 85.0 100.0
1.00 2.00

Cumulative Percent 15.0 100.0

1.00=yes 2.00=no Analysis: 15% of the population said they have requirement of security surveillance solution. That’s a very high percentage, so there is a lot of opportunity in security surveillance.

14.Do you use LCD for digital signage in your co?
•Yes •No

Digsign Cumulative Frequency Valid 1.00 2.00 Total 20 40 60 Percent 33.3 66.7 100.0 Valid Percent 33.3 66.7 100.0 Percent 33.3 100.0

Analysis:-33% of the companies use LCD in digital signage purpose. Corporates mostly use it in there reception area. Retail joints & media companies put it in public places to show advertisements.

15.Which brand you use?
•LG •Samsung •Sony •Panasonic •Hitachi

Co3 Cumulative Frequency Valid 1.00 2.00 3.00 4.00 5.00 6.00 Total Missing Total System 9 5 1 2 2 1 20 40 60 Percent 15.0 8.3 1.7 3.3 3.3 1.7 33.3 66.7 100.0 Valid Percent 45.0 25.0 5.0 10.0 10.0 5.0 100.0 Percent 45.0 70.0 75.0 85.0 95.0 100.0

Analysis:- LG is a clear market leader in this category. Live media, OOH media & many others favour LG’s LCD. Digital signage application is a very simple application. So people need not invest much for it but still they want a good quality. That’s why LG is the ideal option in this category with 45% people choosing it. Those who wants to have better quality because digital signage is also part of the experience, they prefer Samsung, that why they are 2nd with 25%.

16.Do you have any requirement for digital signage?
Valid 1.00 2.00 Total

Frequency 9 51 60 Percent 15.0 85.0 100.0 Valid Percent 15.0 85.0 100.0 Cumulative Percent 15.0 100.0

1.00 2.00

Analysis:- Media companies always have requirement for LCDs. 15% of the population have requirement. So, there is huge opportunity for sale of LCDs.

17.Which brand you aspire?
•LG •Samsung •Sony •Panasonic •Hitachi •Sharp
Valid 1.00 2.00 3.00 6.00 Total Missing Total System Frequency 4 1 1 3 9 51 60 Percent 6.7 1.7 1.7 5.0 15.0 85.0 100.0 Valid Percent 44.4 11.1 11.1 33.3 100.0 Cumulative Percent 44.4 55.6 66.7 100.0

1.00 2.00 3.00 6.00 Missing

Analysis:- in aspiration level also LG is market leader. Though the companies we visited we were able to convince them to use Sharps’ LCD. Some of them are existing customer.So there is a good possibility of our growth in this sector.
Sum of Squares 11.250 18.750 30.000 df 2 3 5 Mean Square 5.625 6.250 F .900 Sig. .494

Between Groups Within Groups Total

We have used anova anlysis to see that in the digital signage category how much customer loyalty is present. It is not existent to a much extent with significance level of .494.So, new entrant can get into this market easily. So Sharp can grow this field in coming times.

Factor analysis:In factor analysis we have found that the most important variables are Req3(which is if there is any requirement of security largeTV 1.000 .532 surveillance),Req4(which is if there is any Req1 1.000 .743 requirement in digital signage). As I have already Vcon 1.000 .851 shown,there is great proportion of requirement in Soln 1.000 .848 both the areas. aspire2 1.000 .671 Relatively,Vcon(do you have any video Pbyp 1.000 .651 conferencin solution?) & Soln(Is there any Req3 1.000 .902 requirement for video conferencing soln) has Digsign 1.000 .787 lower imortance because the demand is less in Req4 1.000 .897 this market. 50% of the companies already have any video conferencing solution,others may not need it at all because there is only 8.3% places where there may be some requirement afterwards. Based on these overall requirement parameter(Req1) has moderate opportunity of growth.A company with good product & marketing strategy can excel in this market.So sharp has a very good opportunity infront of it to grow in coming year.
PlasmaLCD TVpanel Initial 1.000 1.000 Extraction .751 .540

During our summer training we had learnt a lot about the company from the point of view of its existing customers and prospective customer’s whom we had visited. 1. Our existing customer’s are fully satisfied with the quality of our products. They trust us and are loyal in there buying behaviour. 2. The customer’s those have not used our products still are aware about our product and it’s high quality 3. still many companies trust using plasma technology and also many company’s still are satisfied using other LCD panels and they are neither aware about the professional panels and neither they want to shift there preferences because of cost considerations. 4. our research also helped us to know that sharp is mainly focusing on the philosophy that “ if the product has good quality, then it will generate good sales and profits even if we spend less on the promotion expenses. 5. There is still a huge segment where sharp can target and focus i.e. media companies and the companies which provide security surveillance. 6. The price of our product is high as compared to professional panels produced by other competitor’s like Samsung. and Indian consumer is very much conscious about the price and in such a competitive scenario it’s a difficult task for a company to capture more market share as compared to competitors even though the quality is very high

Suggestions and conclusions
1. The company should focus on spending more money on promotion. more broacher’s and pamphlets and even advertisements on business 2. magazines,business news channels etc should be there . 3. the company should focus on giving better after sales services like few of the companies wanted replacement schemes like media companies like live media are consistent buyer’s of lcd’s and they need to replace lcd’s after 6-7 year so they want more attractive offer’s 4. The company should establish a stronger distribution network because many of there prospective customer’s want quick supply in various parts of India.

5. The company should target media companies and companies providing security surveillance solutions.