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Contents

• 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
Acknowledgements

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.

Introduction

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 market.as a part of project ,extensive field
surveys were conducted in the Indian market.as 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 of
Ever-Sharp
Pencil

1920-1924
Expanding
sales of Ever-
Sharp Pencils

1925-1930
First Japan-
made radio

1931-1936
Opens overseas
outlets

1937-1944
Demand for
radios grows

1945-1952
End of WWII,
company
revival

1953-1954
First Japan-
made 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.

Solar
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 PN-Series Conventional

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

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 32" 42" 52" 65"
Panel
ASV ASV ASV
Black TFT Black TFT Black TFT ASV Black ASV Black
LCD LCD LCD TFT LCD TFT LCD
LCD Type: (AGLR) (AGLR) (AGLR) (AGLR) (AGLR)
52-inch
[actual size
32" Wide 32" Wide 42" Wide 52 1/32” ]
(Diagonal (Diagonal (Diagonal diagonal
Screen Size: 80 cms) 80 cms) 106.7 cms) (1,152.0 x 65 inch
1366 x 1366 x 1366 x 1,920 x 1920 x 1080
Resolution: 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
Display colors: (8bit) (8bit) (8bit) (8bit) bit)
Brightness: 450 cd/m2 450 cd/m2 450 cd/m2 450cd/m2 420 cd/m2
Contrast Ratio: 1500:1 1500:1 1500:1 1800:1 2000:1
176° / 176° / 176° /
176° 176° 176° 176° / 176° 176 H/ 176
Viewing Angle (H/V): (CR>/=10) (CR>/=10) (CR>/=10) (CR=10) V (CR>/=10)

Response Time
(Average): N/A N/A N/A 6ms 6 ms
Video
DVI-
D(24pin)
HDCP
DVI-D (24 DVI-D (24 DVI-D (24 compatible
PC/AV Digital: 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, DVI-
PC Analog: BNC BNC BNC *2 *3 D
Component
(BNC: Y,
Pb/Cb,
Pr/Cr) *3
BNC, BNC, BNC, (480i/p, Analog
AV: RCA RCA RCA 576p, RGB, 5-BNC
Component
(BNC:Y,
Pb/Cb,
RS-232C Pr/Cr),
(D-sub 9 pin Composite
Serial: RS-232C RS-232C RS-232C x 1) (BNC)
3.5mm 3.5mm 3.5mm
Mini Mini Mini 3.5 mm mini
Audio PC: Stereo Stereo Stereo stereo jack RC-232C

3.5 mm mini
Audio AV: RCA x 2 RCA x 2 RCA x 2 RCA x 2 stereo jack
Output Terminal RCA x 2
DVI-D
Video: BNC BNC BNC 24pin*4
Only one of its kinds(108 inches) display screen

Installation Landscape - no tilt

LCD Panel 108" Wide-screen (corner-to-corner
2,732.7mm)
ASV Low-Reflection Black TFT

Native Resolution 1,920 x 1,080 x RGB

Maximum Colour Approximately 758 million colours
Display

Pixel Pitch Horizontal 1.2405mm x Vertical 1.2405mm

Maximum Brightness 400 cd/m2

Contrast Ratio 1,200:1

Angle of Vision Left/Right 176 degrees,
Up/Down 176 degrees (contrast ratio >10)

Screen Display Size 2,381.76mm (horizontal) x 1,339.74mm
(vertical)

Response Time 6m/s

Computer Video Analog RGB (0.7 Vp-p) 75 ohms,
Input Digital (conforms to DVI 1.0 standards)
Signals
Synchronization Horizontal/Vertical separation (TTL:
Positive/Negative)

Plug & Play VESA DDC2B supported

Power Management No signal off

Video Signal System PAL, NTSC (3.58 MHz)
Input INPUT 1 Component (3x BNC), Audio L/R (2x
Terminal RCA)

INPUT 2 S-Video (Mini-DIN), CVBS (RCA), Audio
L/R (2x RCA)

INPUT 3 Component (3x RCA), CVBS (RCA),
Audio L/R (2x RCA)

INPUT 4 HDMI

INPUT 5 HDMI

INPUT 6 HDMI, Audio L/R (2x RCA)

INPUT 7 DVI-I (With HDCP), Audio L/R ( 0 3.5mm
Jack)

CONTROL RS-232C (9 Pin D-Sub)

Output Audio Output Audio L/R (2x RCA) INPUTS 1/2
Terminal
Digital Audio Output Optical Digital Audio (PCM)

Speakers Speaker output 15 W + 15 W (4 ohms)

Power Supply 200 to 240V AC 50/60Hz

Power Consumption 1,130 W (0.8 W on standby)

Back Light Life 24,000hrs

Environ- Operating Temperature 0 to 40 degrees Celsius
mental
Conditions Operating Humidity 20% to 80% RH (no condensation)

Dimensions (excluding stand) Width approx. 2,572 x Depth approx. 204 x
Height approx. 1,550mm

Weight Approximately 195kg (excluding stand)

Package Dimensions (Weight) Width approx. 2,755 x Depth approx. 745 x
Height approx. 2,020 mm (Approximately
317kg)

Main Accessories AC power cord, remote controller and
batteries, operating manual, bolt caps,
power cord holder

Installation Landscape - no tilt

LCD Panel 108" Wide-screen (corner-to-corner
2,732.7mm)
ASV Low-Reflection Black TFT

Native Resolution 1,920 x 1,080 x RGB

Maximum Colour Approximately 758 million colours
Display

Pixel Pitch Horizontal 1.2405mm x Vertical 1.2405mm

Maximum Brightness 400 cd/m2

Contrast Ratio 1,200:1

Angle of Vision Left/Right 176 degrees,
Up/Down 176 degrees (contrast ratio >10)

Screen Display Size 2,381.76mm (horizontal) x 1,339.74mm
(vertical)

Response Time 6m/s

Computer Video Analog RGB (0.7 Vp-p) 75 ohms,
Input Digital (conforms to DVI 1.0 standards)
Signals
Synchronization Horizontal/Vertical separation (TTL:
Positive/Negative)

Plug & Play VESA DDC2B supported

Power Management No signal off

Video Signal System PAL, NTSC (3.58 MHz)
Input INPUT 1 Component (3x BNC), Audio L/R (2x RCA)
Terminal
INPUT 2 S-Video (Mini-DIN), CVBS (RCA), Audio
L/R (2x RCA)

INPUT 3 Component (3x RCA), CVBS (RCA), Audio
L/R (2x RCA)

INPUT 4 HDMI

INPUT 5 HDMI

INPUT 6 HDMI, Audio L/R (2x RCA)

INPUT 7 DVI-I (With HDCP), Audio L/R ( 0 3.5mm
Jack)

CONTROL RS-232C (9 Pin D-Sub)

Output Audio Output Audio L/R (2x RCA) INPUTS 1/2
Terminal
Digital Audio Output Optical Digital Audio (PCM)

Speakers Speaker output 15 W + 15 W (4 ohms)

Power Supply 200 to 240V AC 50/60Hz

Power Consumption 1,130 W (0.8 W on standby)

Back Light Life 24,000hrs

Environ- Operating Temperature 0 to 40 degrees Celsius
mental
Conditions Operating Humidity 20% to 80% RH (no condensation)

Dimensions (excluding stand) Width approx. 2,572 x Depth approx. 204 x
Height approx. 1,550mm

Weight Approximately 195kg (excluding stand)

Package Dimensions (Weight) Width approx. 2,755 x Depth approx. 745 x
Height approx. 2,020 mm (Approximately
317kg)

Main Accessories AC power cord, remote controller and
batteries, operating manual, bolt caps, power
cord holder
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 LG Samsun Sony Panasoni Hitac Sharp Philip Toshib
ize d g c hi s a
32” 32000 35000 37000 30900 60000 36990
37” 50900 57000 57900 50990 47900 5799 57990
0 0
40” 55000 56990 67900 53900
42” 58990 10000 7299
0 0
46” 75000 99900 70000 99900
50” 13099 90000
0
52” 285000 35000 25000
0 0
60” 21500
0
65” 70000
0
70” 240000
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 next-
generation Internet Protocol-based conferencing products and expanded existing
reseller relationships to address the demand for video communication and converged
telephony solution

LLifeSize
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.(www.oohindia.com) 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.

Customer

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 Valid Cumulative
y Percent Percent Percent
Valid 1.00 45 75.0 75.0 75.0
2.00 15 25.0 25.0 100.0
Total 60 100.0 100.0

PlasmaLCD

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

Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 10 16.7 16.7 16.7
2.00 50 83.3 83.3 100.0
Total 60 100.0 100.0
TVpanel

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

Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 44 73.3 73.3 73.3
2.00 16 26.7 26.7 100.0
Total 60 100.0 100.0

largeTV

1.00
2.00

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

Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 11 18.3 24.4 24.4
2.00 7 11.7 15.6 40.0
3.00 19 31.7 42.2 82.2
4.00 4 6.7 8.9 91.1
5.00 1 1.7 2.2 93.3
6.00 3 5.0 6.7 100.0
Total 45 75.0 100.0
Missing System 15 25.0
Total 60 100.0
Co1

1.00
2.00
3.00
4.00
5.00
6.00
Missing

1.00=LG 2.00=Samsung 3.00=Sony 4.00=Panasonic 5.00= Hitachi

6.00=Sharp 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

Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 28 46.7 46.7 46.7
2.00 32 53.3 53.3 100.0
Total 60 100.0 100.0
Req1

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

Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 10 16.7 32.3 32.3
2.00 5 8.3 16.1 48.4
3.00 9 15.0 29.0 77.4
6.00 7 11.7 22.6 100.0
Total 31 51.7 100.0
Missing System 29 48.3
Total 60 100.0

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 df Mean Square F Sig.
Between Groups 61.719 4 15.430 10.712 .000
Within Groups 31.689 22 1.440
Total 93.407 26
Sum of
df Mean Square F Sig.
Squares
Between Groups 61.719 4 15.430 10.712 .000
Within Groups 31.689 22 1.440
Total 93.407 26
Sum of
df Mean Square F Sig.
Squares
Between Groups 61.719 4 15.430 10.712 .000
Within Groups 31.689 22 1.440
Total 93.407 26
Sum of
df Mean Square F Sig.
Squares
Between Groups 61.719 4 15.430 10.712 .000
Within Groups 31.689 22 1.440
Total 93.407 26

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.
aspire1

1.00
2.00
3.00
6.00
Missing

7. Do you have any video conferencing solution in your co?
•Yes •No

Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 30 50.0 50.0 50.0
2.00 30 50.0 50.0 100.0
Total 60 100.0 100.0
Vcon

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

Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 14 23.3 46.7 46.7
2.00 11 18.3 36.7 83.3
3.00 5 8.3 16.7 100.0
Total 30 50.0 100.0
Missing System 30 50.0
Total 60 100.0
Co2

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?
•Yes •No

Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 5 8.3 8.3 8.3
2.00 55 91.7 91.7 100.0
Total 60 100.0 100.0

Soln

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

Cumulative
Frequency Percent Valid Percent Percent
Valid 3.00 2 3.3 40.0 40.0
4.00 3 5.0 60.0 100.0
Total 5 8.3 100.0
Missing System 55 91.7
Total 60 100.0

Req2

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
Frequency Percent Valid Percent Percent
Valid 1.00 30 50.0 50.0 50.0
2.00 30 50.0 50.0 100.0
Total 60 100.0 100.0
aspire2

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

Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 15 25.0 48.4 48.4
2.00 16 26.7 51.6 100.0
Total 31 51.7 100.0
Missing System 29 48.3
Total 60 100.0

pbyp

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?
•Yes •No
Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 9 15.0 15.0 15.0
2.00 51 85.0 85.0 100.0
Total 60 100.0 100.0

Req3

1.00
2.00

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 Percent Valid Percent Percent

Valid 1.00 20 33.3 33.3 33.3
2.00 40 66.7 66.7 100.0
Total 60 100.0 100.0
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 Percent Valid Percent Percent

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

Total 60 100.0

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?
•Yes •No
Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 9 15.0 15.0 15.0
2.00 51 85.0 85.0 100.0
Total 60 100.0 100.0
Req4

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
Cumulative
Frequency Percent Valid Percent Percent
Valid 1.00 4 6.7 44.4 44.4
2.00 1 1.7 11.1 55.6
3.00 1 1.7 11.1 66.7
6.00 3 5.0 33.3 100.0
Total 9 15.0 100.0
Missing System 51 85.0
Total 60 100.0
Aspire3

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 df Mean Square F Sig.
Between Groups 11.250 2 5.625 .900 .494
Within Groups 18.750 3 6.250
Total 30.000 5

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:-
Initial ExtractionIn factor analysis we have found that the most
PlasmaLCD 1.000 .751important variables are Req3(which is if there is
TVpanel 1.000 .540any 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.
Findings
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.