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A STUDY OF MARKETING STRATEGY OF TELEVISION

INDUSTRY IN LUCKNOW
A PROJECT REPORT
Under the guidance Of
Mr. Sharad Shukla

______________________________
Submitted by

Satish Yadav
(ROLL NO. 581119042)

______________________________
in partial fulfillment o f the requirement
for the award of the degree

Of

MBA
IN

[MARKETING]
April & 2013

BONAFIDE CERTIFICATE

Certified that this project report titled A STUDY OF MARKETING STRATEGY OF


TELEVISION INDUSTRY IN LUCKNOW is the bonafide work of Satish

Yadavwho carried out the project work under my supervision.

Signature
External Examiner

Signature
External Examiner

(Mr. J.K Chadha)

(Mr. Sharad Shukla)

Director

Faculty In Charge

HLC Academy,
LC-02940,Alambagh
Lucknow

(Business Administration)

PREFACE

As a part of course requirement of Master of Business Administration program


provided by the SMU to undergo a Research project in an organization so as to give us
exposure to practical environment and to get familiar with various activities taking place in the
market.
Marketing is known to be as old as history of mankind. Previously it was selling
concept but now today we call marketing concept was largely transaction oriented but it has
more relationship oriented with the different intermediates involve and the customer. Now a
days the marketing people think about how they can satisfy need of the customer by serve
them more effectively.
I got my project work in Study of Marketing Strategy of Television Industry in
Lucknow.
I hereby divided this Research report into different sections in which contain different
informations about Television Industry and details about my project work.
Availability refers to making yours product available at the right time at the right place.
Since the purchase of impulse it is very important that the product should be in the arms reach
of the customers. This Research report revolves around the availability factor and tries to
analyze to what extent the arms reach of customer. All the works done on this project report is
confined to my broad objective.

TABLE OF CONTENTS
TOPIC

PAGE NO.

Executive Summary
Chapter-1

1-2

Introduction
Indian Electronic Industry
Welcome to Electronics
Indian Electronics
Special Focus on television Industry
LCD Television
Basic Types of Television
Special Focus on Samsung Television

3
4-10
11-15
6-16
17-21
22-24
25-34
35-46
47-48

Literature Review

49-51

Chapter-2

Chapter-3

52

Research Methodology
Research Objective
Research Design
Sample Unit
Data Collection
Research Instruments

53
54
55
56
57-58
59
60-61

Data analysis & Finding

62-72

Chapter-4

Chapter-5

73-74

Recommendation & Suggestion

Chapter-6

75
76-77

Conclusion

78

Limitation of Research

79

Bibliography

80

Annexure

81
3

EXECUTIVE SUMMARY

Research project work in Study of Marketing Strategy of Television Industry in


Lucknow Television Industry is very Popular Electronic Industry in all over world.
The following report studies the television industry in India and in particular the
position of the television brand- Samsung, L.G, Sony etc. The corporate name is recognized as
brand not so much its individual products. The strategies adopted are then analyzed for each
product offering.
The report initially focuses on an examination of the industry environment and the
product class. Most of the people familiar about television industry. Satisfaction level of the
customer is highly & Consumer awareness is high. The product then goes on to analyze the
corporate, marketing and advertising strategies adopted by the selected company and its main
competitors. It concludes by looking at the future challenges for the industry and the company.
Today life seems impossible without the Electronics that forms a major part of the
human life. Can you imagine the evening without the television set? Or a hot cup of coffee at
the press of the button ? The convenience of living a bachelors life thanks to the microwave?
The at-home pop corn maker that adds to he joys of the home theater system you
own? These may be advanced gadgets, but what about a day without basic electricity? Seems
depressing doesnt it.
A part from the innumerable gizmos and gadgets being invented and produced each year, there
is constant advancement in another prime area of electronics- information technology. This
encompasses the entire field pertaining to communication systems the includes the computer
systems satellites cell phones etc.
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Electronics is seeing such advancement that scientists in the recent past are working
towards bringing to the fore the functioning of artificial intelligence. Which they claim would
reduce mans load by almost half. Wow seems totally amazing!
Well on the brighter side life may become fast paced and simple, as everything would
happen with the press of a few buttons once the wired connections have been made: but then
there is the flip side- becoming a slave of the automated life.
This basically implies that in case of an electronics breakdown, the first thing that a person
does is press the panic button and then feel totally immobile and paralyzed until things are
necessary to balance life- manual and electronics.
To study the consumer buying behavior in relation to television I prepare a
Questionnaire and collect the primary data and after analysis of primary data.
Consumer buying behavior of television industry and also to study the Industry Structure and
Dynamics. Advertising plays an important role in creating brand awareness, brand recall and
brand recognition which are important role in creating brand awareness brand recall and brand
recognition which are important in helping a customer make purchase decision of that brand.
Brand should adopt itself to the local culture.

WELCOME TO ELECTRONICS
By connecting science and technology from across the company. DuPont has become a leading
supplier of electronic and advanced display materials. DuPont offers a broad semiconductor
fabrication and packaging. DuPont also provides a wide range of products targeted to the fast
growing display industry, enabling the manufacture of advanced OLED, LCD, PDP displays
and more.

SIZE OF THE INDUSTRY


The electronic industry in India constitutes just 0.7% of the global electronic industry. Hence
it is miniscule by international comparison. However the demand in the Indian market is
growing rapidly and investments are flowing in to augment manufacturing capacity. India
however remains a major importer of electronics materials, components and finished equipment
amounting to over US$12 Billion in 2005. This is not a desirable situation and local
manufacturing has to keep pace with growing local demand.

The output of the electronic hardware industry in India is worth $11.6 Bn at present. The
breakup of production in various segments the industry is as shown below:

India is also anexporter of a vast range of electronics components and products for the
following segments

sDisplay technologies

Entertainment electronics

Optical Storage devices

Passive components

Electromechanical components

Telecom equipment

Transmission & Signaling equipment

Semiconductor designing

Electronics Manufacturing Services (EMS)

INDIAN ELECTRONICS INDUSTRY EXPORTS ARE GIVEN BELOW


Electronics production (calendar year)
ITEMS

2001

2002

2003

2004

2005

2006

12,300
4,480
3,520

13,580
5,400
4,180

14,850
5,980
6,600

16,500
8,300
8,680

17,500
8,600
10,500

19,500
10,100
12,500

Broadcast Eqpt.
5. Strategic Electronics
6. Components

4,450
1,750
5,650
32,150

4,800
2,330
6,510
36,800

5,150
2,670
7,450
42,700

4,770
2,850
8,700
49,800

6,300
3,070
8,530
54,500

9,200
4,500
8,600
64,400

7. Software for Exports


8. Domestic Software
TOTAL

34,000
10,600
76,750

44,000
12,000
92,800

55,000
15,500
113,200

75,000
20,500
145,300

97,000
27,000
178,500

1,35,000
34,000
233,400

1. Consumer Electronics
2. Industrial Electronics
3. Computers
4.
Communication

&

The Electronic Industry of India


M. Pecht, R. Sharma, D. Bansal and P. Srinivasan (CALCE EPSC, University of Maryland)
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India is the fifth largest economy in the world and has the second largest gross domestic
product among the emerging economics. Owing to its large population the potential consumer
demand is ever increasing and consequently under appropriate conditions, strong growth
performance can be expected. The liberalization of the Indian economy that began in 1991 has
started changing regularly financial and monetary policies leading to a higher pace of growth.
The software industry in India is already a world leader. The electronics industry is likely to
follow.
This books covers important aspects of the Indian electronics industry, it discusses the
historical background of its development outlines tax structure market strategies and economics
policies tracks the growth of telecommunication consumer electronics computer hardware and
software, and medical electronics system describes problems facing the Industries pertaining to
power, transportation, communication networks and power environmental considerations: and
presents directions and strategies for radical industrial growth in the future. An extensive list of
Indias electronics industry companies and their contact information is also provided.

ABOUT ELCINA
ELCINA was established in 1967 when Indias Electronics industry was still in its infancy.
Since then ELCINA has been well known as an interactive forum for electronics and it
manufacturer. A part from the basic objective of promoting hardware manufacturing through
active representation and advice to the government. ELCINA has been networking with
national and international technical institutions and business promotion bodies to further the
interest of its members today in an increasingly liberalized environment, there is greater focus
on professional and value-added services rendered by the Association to the Electronics and IT
Community.
As Indias oldest and largest electronics association, ELCINA has always remained committed
to the promotion of electronics manufacturing culture in the country, focusing on components10

the building blocks of electronics industry. ELCINA now renamed as ELCINA Electronics
Industries Association of India. Has widened its horizons and broadened its activities to the
include the development of entire Electronics and IT hardware, including components &
assemblies, consumer electronics, telecom IT industrial / professional, defense/ strategic
electronics and other emerging areas like medical and automobile electronics embedded
systems and hardware design.
ELCINA continues to work towards correlating the common interest of electronic hardware
manufacturers with that of manufacturers of electronic materials machinery and service
providers, for acceleration growth.
ELCINA has taken the initiative to create awareness on issues impacting hardware
manufacturing such as policy and environmental developments, drawing up a well- defined
agenda for both- the Government as well as the industry. ELCINA believes that the
government and the industry need to work together to stimulate manufacturing and catalyze an
IT/ electronics boom that is sustainable. In sync with this philosophy, ELCINA is persistently
working for changes that would strength Indias electronics and IT manufacturing base and
make it a leader on the world electronics map.

Overview
The electronic industry in India took off around 1965 with an orientation towards space and
defense technologies. This was rigidly controlled and initiated by the government. This was
followed by developments in consumer electronics mainly with transistor radio, Black & White
TV, Calculators and other audio products color television soon followed. In 1982- a significant
year in the history of television in India- The government allowed thousands of color TV sets to
be imported into the country to coincide with the broadcast of Asian Games in New Delhi.
1985 saw the advent of computers and telephone exchanges, which were succeeded by digital
exchanges in 1988. The period between 1984 to 1990 was the golden period for electronics
during which the industry witnessed continuous and rapid growth.
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From 1991 onwards, there was first an economic crises triggered by the Gulf War which was
followed by political and economic uncertainties within the country. Pressure on the electronic
industry remained though growth and developments have convergence of technologies.
After the software boom in mid 1990s Indias focus shifted to software. While the hardware
sector was treated with indifference by successive governments. Moreover the steep fall in
custom tariffs made the hardware sector suddenly vulnerable to international competition. In
1997 the ITA agreement was signed at the WTO where India committed itself to total
elimination of all customs duties on it hardware by 2005. In the subsequent years a number of
companies turned sick and had to be closed down.

CURRENT SCENARIO
IN recent years the electronics industry was growing at a brisk pace. It is currently worth $ 10
Billion but according to estimates has the potential to reach $ 40 Billion by 2010. The largest
segment is the consumer electronics segment. While it largest export segment is of components.

INDIAN SUCCESS STORIES


India has a large base of manufacturing capability in display technologies and has progressed
steadily from conventional B/P Picture tubes to flat color display tubes and plasma displays.

SAMUELS GROUPS
The Samuel group is the largest Indian integrated manufacturer of a wide range of display
devices kike color and B$W TV picture tubes, tubes for avionics, medical and industrial
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applications, CRT glass electron guns, heaters and cathodes deflection yokes and engineering
services Samuel has registered many patents for developments in video display technology. It is
an ISO9000, UL and ISO 14000 certified company. Samuel has acquired a facility in Germany
to manufacture high tech, high resolution CRTs for demanding applications such as aircraft
avionics, medical monitors and a variety of industrial applications through a continuous focus
on R & D.
Another major player and exporter in this segment is Hotline Group which manufactures B/W
and color picture tubes.

MOSER BAER INDIA LTD.


IN the optical storage device segment, Moser Baer India ltd. Is today the worlds third-largest
optical CD maker in an industry dominated by Japan and Taiwan. MBIL supplies to a number
of branded players like Sony, Verbatim, TDK, MAXELL imitation, Samsung etc. and has
collaborative R & D programs as well as reciprocal training program with these world class
companies.

HEAL MAGNETIC
India has several world class companies manufacturing electromechanical and wound
components. These includes Macs as well as Indian companies such as Heal Magnetic, a
QS9000 company which designs and manufacturing professional grade transformers. Heal also
offers world class design services for the state of the art power converters and qualification
services for both power converters and magnetic. Heal has also established a subsidiary in USA
with focus on giving design Engineering and Sales support to their North American customers,

TYCO ELECTRONICS
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Tyco electronics an MNC with a modern facility in Bangalore specializes in high grade
connectors such as fiber optic interconnection systems and smart card connectors.

MIDAS COMMUNICATION
Another example is the development of new technology Indias very own wireless local loop
technology jointly developed by Midas communication technologies. Tenet group, IIT Madras
and US based Analog devices inc. Based on the Digital Enhanced cordless
telecommunication standard specified by the European telecommunications Standards
institute (ETSI) correct provides cost effective simultaneous high-quality voices and data
connectivity in both urban and rural areas.

ELIN ELECTRONICS LTD


A major player and pioneer in the entertainment electronics segment is ELIN Electronics lbd,
manufacturing tape Deck and CD Mechanisms. The company also manufactures AC & DC
Micro Motors for OEMs and provides contract.

CADENCE DESIGN
Electronic chip design is another growth area for the electronics industry, which can provides
support for growth of manufacturing as well as greater value addition. World leaders such as
cadence have set up shop in India and more and more companies are relocating design centers
due to technical skills available here.
Among ELCINA members there are over 160 ISO 9001 and over 50UL certified companies
manufacturing components with a strong focus on TQM.

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THE INDIAN MARKET


The growing Indian market for electronics products is over US$25 bn and is growing at about30% per annum! At this rate it is projected to exceed US$70 bn by 2010 and US$158 Bn by
2015. This growth has attracted global player to Indian and Leaders like Solectron, Flextronics,
Jabil, Nokia, Elcoteq and many more have made large investment to excess the Indian market.
In consumer electronics Korean companies such as LG and Samsung have made commitments
by establishing large manufacturing facilities and now enjoy a significant share in the growing
market for products such as Televisions CD/DVD players.
The growth in telecom products demand has been breathtaking and India is making 2 million
mobile phones users every month with telecom penetration of around 10% this growth is
expected to continue atleast over the next decade. Penetration level in other high growth
products are equally and growth in demand for Computer/IT products auto electronics medical,
industrial as well as consumer electronics is equally brisk. Combined with low penetration
levels and the Indian economy growing at an impressive 7% per annum the projection of a
US$150 bn + market is quite realistic and offers an excellent opportunity to electronic players
worldwide.

INDIAN ELECTRONIC INDUSTRY SCALES NEW HEIGHTS

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The consumer electronics market is one of the largest segments in the electronics industry in
India. With a market size of USD$ 3.89 billion in 2006, catering to a population of more than
1 billion people, the consumer electronics industry in India is poised for strong growth in the
year to come.
iSuppli Corp. predicts the Indian audio/video consumer electronics industry will grow to $
6.59 billion by 2011, rising at a compound annual growth rate (CGAR) of 10.0 percent from $
4.5 billiion in 2007.
The growth will be aided by a multitude of factor, including: growing consumer confidence
due to rising disposable incomes; easy financing schemes that are making purchase possible;
increased local manufacturing; expanding distribution networks; sporting events, such as
Cricket World Cup.
Television continues to be the mainstay of the consumer electronics industry in India with the
transition slowly occurring to newer technologies such as liquid crystal display (LCD) and
plasma display panel (PDP).
Most players in the consumer electronics industry have introduced products in the flat panel
display (FDP) segment, and for new companies- especially the Korean chaebols- FDP remains
a focus area.
But the Indian market continues to exhibit contradictions that may be unique to this market.
On the one hand, campaign promises have prompted the free distribution of 7.5 million 14-inch
CRT television sets worth USD$75 each to families below the poverty line in one electoral state
over the period of three years.
On the other hand, FDP sets are available for USD$3,000 in India. Although, black and white
television are obsolete elsewhere in the world, they still sell in large numbers in India.
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Companies are focusing on customizing products to suit Indian tastes, thereby creating a niche
for themselves.

Several companies are conducting market research in order to understand the psyche of an
Indian consumer. The inputs from this research are determining product attributes and pricing
and accordingly are achieving better acceptance among consumers.
By conducting consumer research, companies are trying to identify customer requirements,
thereby incorporating specific design elements in their products.
For example, LG in 2006 launched a range of television from 21 to 29 inches in sizes that
were designed based on the companys research on consumer preferences for television sets.
In order tap semi-urban and rural demand, companies are expanding their distribution networks
in these areas. The move has positively impacted sales for companies opting for rural
expansion.
However, rural consumers have not been as brand-conscious as their urban counterparts. Due to
the lower prices of unbranded products, rural consumers have been inclined to buy these
products, although they often have poor quality.
As the awareness among rural consumers rises, they are expected to show a preference for
branded products. This is reflected by the established players are reporting higher sales of
products in rural areas.
iSuppli expects domestic manufacturing to be a key characteristics of this growth in the years
to come.
17

Although electronics production has remained a miniscule portion of overall Indian


manufacturing for a long time, the trend is gradually changing.
The government has been focusing increasingly on developing the manufacturing sector by
developing infrastructure, rationalizing duties and creating export promotion zones. This is in
alignment with India figuring into the plans of several companies that want to cater to the
domestic and export markets.
Domestic consumption is reaching significant size to trigger manufacturing in the electronics
sector.
India also is assuming a significant place in the global plans of several major electronics
manufacturers, thereby positioning it also as an expert base.
Furthermore, fables companies are suitable cater to such development because they can assist
in moving the industry up the value chain by creating design service opportunities for the
Indian market.
EMS and ODM companies in India have been associated with several design companies,
although such relationships represent an extension of their global relationships. However, some
local partnerships also are appearing, such Flextronics deal with in silica for the development
of System-on-Chip (SoP) devices.
Currently, such instances are few and far between. As the local market gains size, these
associations will become more common.
iSuppli believes that there are still challenges facing the Indian consumer electronics industry
as the sector tries to realize its full potential. These include: declining margins for many
players; inverted duty structure; expansion of distribution reach; Infrastructural bottlenecks
(roads, power, etc.) have hindered the reach of the distribution network in India; creating
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awareness about new technologies and products; low affordability level of consumer products
among the rural masses.
However, these challenges are gradually being addressed. And looked ahead, iSuppli believes
that India will continue to grow as an important market for the global consumer electronics
industry. The future of Indian market is indeed bright.
Rebellos recently-released report, Consumer Electronics Industry in India, from iSupplis India
practice, provides a comprehensive analysis of the consumer electronics industry in India.

INDIAS ELECTRONICS INDUSTRY GROWTH WILL OUTPACE


CHINA

India will be the fastest growing electronics market in the world over the next few year,
according to a report.
The electronics industry in India was worth US$11.5 billion in 2004. The market is expected
to grow at a Compound Annual Growth Rate (CGAR) of 23% by 2010 to reach US$ 40
billion, according to a report by market research company In-Stat.
Though the countrys total output will be far behind Chinas electronics market, worth US$
271.97 billion in 2004. Indias market is to set to rocket. Indias low manufacturing costs in
skilled labour and raw materials, availability of engineering skills, and opportunity to meet
demand is driving the electronics market there. Growth is centered around computer and the
computer components sectors.
Major challenges facing the Indian electronics manufacturing market are an infrastructure that
needs to be improved at the earliest possibility, easing of foreign investment procedures, which
19

is underway, and a restructured government tariff that now makes domestically manufactured
goods more expensive than imported goods with zero tariff, says Brayn Wang, In-Stat analyst.
The big challenge for India will be keeping up with technology trends, said the report.

SPECIAL FOCUS ON TELEVISION INDUSTRY


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HISTORY OF TELEVISION
Television was not invented by a single inventor, instead many people working together and
alone, contributed to the evolution of TV.
1831: Joseph Henrys and Michael Faradays work with electromagnetism makes possible the
era of electronic communication of TV.
1862: Abbe Giovanna Caselli invests his pantelegraph and becomes the first person to
transmit a 5th image over wires.
1873: Scientists May and Smith experiment with selenium and light, this opens the door for
investors to transform images into electronics signals.
1876: Boston ci9vil servant George Carey was thinking about complete television systems and
in 1877 he put forward drawings for what he called a selenium camera that would allow
people to see by electricity. Eugen Goldstein coins the term
cathode rays to describe the light emitted when an electric current was forced through a
vacuum tube.
Late 1870s: Scientists and engineers like Paiva, Figuier, and Senlecq were suggesting
alternative designs for telescopes.
1880: Investors like Bell and Edison theorize about telephone devices that transmit image as
well as sound. Bells photo phone used light to transmit sound and he wanted to advance his
device for image sending. George Carey builds a rudimentary system with light sensitive cells.
1881: Sheldon Bidwell experiments with telephotography, another photophone.
1884: Paul Nipkow sends images over wires using a rotating metal disk technology calling it
the electronic telescope with 18 lines of resolution.
1900: At the Worlds fair in Paris, the 1 st international congress of electricity was held, where
Russian, Constantin Perskyi made the first known use of the word television
Soon after the momentum shifted from ideas and discussions to physical developments if TV
systems. Two paths are followed:

1. Mechanical television based on Nipkows rotating disks, and


21

2. Electronic television based on the cathode ray tube work done independently in 1907
by English inventor A.A. Campbell Swinton and Russian scientist Boris
Rosing.
1906: Lee de Forest invents the Audion vacuum tube that proved essential to
electronics. The Audion was the first tube with the ability to amplify signals. Boris Rosing
combines Nipkows disk and a cathode ray tube and builds the first working mechanical
TV system.
1907: Campbell Swinton and Boris Rosing suggest using cathode ray tubes to transmit
images independent of each other, they both develop electronic scanning methods of
reproducing images. American Charles Jenkins and Scotsman John Baird followed the
mechanical model while Philo Fransworth, working independently in San Francisco, and
Russian migr Vladimir Zworkin, working for Westinghouse and later ReA, advanced the
electronic model.
1923: Vladimir Zworkin patents his iconscope a TV camera tube based Campbell
Swintons ideas. The iconscope, which he called an electric eye becomes the corner stone
for further television development. He later develops the kinescope
1924-25: American Charies Jenkins and John Baird from Scotland, each demonstrates the
mechanical transmissions of images over were circuits. Photo left: enkins Radiovisor
Model 100 circa 1931, sold as a kit. Baird becomes the first person to transmit moving
Silhouette images using a mechanical system based on Nipkows disk. Vladimir Zworykin
patents a color television system.
1926: John Baird operates 30 lines of resolution system at 5 frames per second.
1927: Bell Telephone and the US Department of commerce conducts the first long distance
use of TV, between Washington DC and new york city on april 9th . Secretary of
commerce Herbert Hoover commented, Today we have, in a sense, the Transmission of
sight for the first time in the worlds history. Human genius has now destroyed the
impediment of distance in a new respect, and in a manner hitherto unknown Philo
Fransworth files for a patent on the first complete electronic television system, which he
called the Image Dissector.
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1928: The federal ratio commission issues the first television license (W3XK) to Charles
Jenkins.
1929: Vladimir Zworykin demonstrates the first practical electronic system for both the
transmission and reception of images using his new kinescope tube. John Baird opens the
first TV studio, however, the image quality was poor.
1930: Charles Jenkins broadcasts the first TV commercial. The BBC begins regular
transmissions.
1933: Iowa State university (W9XK) starts broadcasting twice weekly television programs
in cooperation with radio station WSUI.
1936: About 200 hundred television sets are in use world wide. The introduction of coaxial
cable, which is a pure copper or copper coated wire surrounded by insulation and an
aluminium covering. These cables were and areused to transmit television, telephone and
data signals. The Ist experimental coaxial cable lines were laid by AT&T between New
York and Philadelphia in 1936. the first regular installation connected Minneapolis and
stevens point WI in 1941. the original L1 coaxial-cable ststem would carry 480 telephone
conservations or one television program. By the 1970s LS systems could carry 1,32,000
calls or more than 200 television programs.
1937: CBS begins TV development. The BBC begins high definition broadcasts in London.
Brothers and Stanford researchers Russel and Siguard Varian introduced the klystron in. A
Klystron is a high frequency amplifier for generating microwaves. It is considered the
technology that makes UHF-TV possible because it gives the ability to generate the high
power required in this spectrum.
1939: Vladimir Zworkin and RCA conducts experimentally broadcasts from the Empire
State Building. Television was demonstrated at the New York Worlds Fair and the San
Francisco Golden Gate International Exposition. RCA David Sarnoff used his companys
exhibit at the 1939 Worlds Fair as a showcase for the 1 st Presidential speech ( Roosevelt)on
television and to introduce RCAs new line of television receivers some of which had to
be coupled with a radio if you wanted to hear sound. The Dumont company starts making
TV sets.
1940: Peter Goldmark invents a 343 lines of resolution color television.
23

1941: The FCC releases the NTSC standard for black and white TV.
1943: Vladimir Zworykin developed a better camera tube the Orthicon. The Orthicon
(Photo left) had enough light sensitivity to record outdoor events at night.
1946: Peter Goldmark, working for CBS, demonstrated his color television system to the
FCC. His system produced color pictures by having a red-blue-green wheel spin in front of
a cathode ray tube. This mechanical means of producing a color picture was used in 1949 to
broadcast medical procedures from Pennsylvania and Atlantic city hospitals. In Atlantic
City, viewers could come to the convention centre to see broadcasts of operations. Reports
from the time noted that the realism of seeing surgery in color caused more than a few
viewers to faint. Although Goldmarks mechanical system was eventually replaced by an
electronic system he is recognized as the first to introduce a broadcasting color television
system.
1948: Cable television is introduced in Pennsylvania as a means of bringing television to a
rural areas. A patent was granted to Louis W. Parker for a low-cost television rreciever. One
million homes in the united states have television sets.
1950: The FCC approves the first color television standard which is replaced by a second
in 1953. Vladimir Zworykin developed a better camera tube the vidicon
1956: Ampex introduces the first practical videotape system of broadcast quality.
1956: Robert Adler invents the first practical remote control called the Zenith Space
Commander, produced by wired remotes and units thar failed in sunlight.
1960: The first split screen broadcast occurs on the Kennedy-Nixon debates.
1962: The All Channel Receiver Act require that UHF tuners (channels 14 to 83) be
included in all the sets.
1962: AT&T launches Telstar, the first satellite to carry TV broadcasts, broadcasts
1967: Most TV broadcasters are in color.
1969: July 20, first TV transmission from the moon and 600 million people watch.
1972: Half the TVs in homes are color sets.
1973: Giant screen projections TV is first marketed.
1976: Sony introduces beta mix, the first home video cassette recorder.
1978: PBS becomes the first station to switch to all satellite delivery of programs.
24

1981: NHK demonstrates HDTV with 1,125 lines of resolution.


1982: Dolby surround sound for home sets have been introduced.
1983: Direct Broadcast Satellite begins service in Indianapolis
1984: Stereo TV broadcast approved.
1986: Super VHS introduced.
1993: Closed captioning required on all sets.
1996: The FCC approves A TSCs HDTV standard. Billion TV sets world-wide.

25

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exemplary 800 cd/m2 brightness for easy viewing in bright rooms, HD ready 1,366 x 768
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Flat Screen TV (By Band)
Phillips

: flat panel TVs

Toshiba

: flat panel TVs

Audio Vox

: flat panel TVs

View Sonic

RCA

: flat panel TVs

flat panel TVs

Other Brands

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Plasma

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LCD

flat panel TVs

Olevia LT27HV 27 HDTV-Readv Flat Panel LCD TVs


By Syntax
Olevia LT27HV 27 LCD TVs have 3:2 pull down cinema video processing. These LCD
TVs provide a smooth theatre like experience, and their 10-bit 3D comb filter enhances
color purity. Olevia L T27HV
26

LCD TVs have a brightness rating of 500 cd/m2 (candela per square meter ) and a 16
millisecond (ms) response time. Its compatible with 480p, 1080i,and 720p HDTV signals
and has a built-in 181 channel tuner, you wiil need an optional HDTV tuner to receive high
definition broadcasts.

Flat Screen TV (B y Price)


$0-$500

: flat panel TVs

$500-$1000

: flat panel TVs

$1000-$2000

: flat panel TVs

$2000-$3000

: flat panel TVs

$3000-$4000

: flat panel TVs

$4000-$5000

: flat panel TVs

$5000-$6000

: flat panel TVs

$6000-above

: flat panel TVs

Sceutre X27sv NAGA III 27 HD-Readv Flat Panel LCD TV


By Sceptre
Upgrade your television viewing experience with the HD-readv Sceptre X27sv-NAGA III
27 inch LCD TV. It features a built-in standard, 181
Channel NTSC tuner, and its capable of HD (high definition ) and ED (Enhanced
Definition) resolution for an ever better picture, with an optional set top box. It also
includes side-mounted stereo speakers that produce 8 watts of power per channel (for 16
watts of total power ). It can provide virtual surround sound via the sets two speakers, and
it includes a jack for an external subwoofer.

Digimate DGL26 26 Widescreen HD-Readv LCD TV


By Digimate
27

The breathtakingly elegant Digimate 26-inch TV presents a palette of exquisitely realistic


images that will forever change the way you view television. You will feast your eyes on
vibrant colors, compelling contrasts and uncommon depths of field. This masterfully
engineered HD Ready television boasts 1280 x 768 resolution, 0.63 dot pitch, 16:9 aspect
ratio, 600:1 contrast and 450 nit brightness to create picture perfect panoramas you will
savor for years to come.
Go Video T A2050 20 LCD TV with Remote Control

By go video
Turn any room in your home into an entertainment haven with the 20 inch Go video T A2050
LCD TV which feature a thin profile and a removable stand with a small footprint. Its also
easily wall mountable with optional wall mounting hardware. IT feature an 800 * 600- pixel
resolution and 4.3 aspect ratio for viewing standard TV signals.

28

BASIC TYPES OF TELEVISIONS


Tubes, Flat Panel, and Projection:
Buying a television can be frustrating if you dont know what
you are looking for. From tubes to plasma, there are more models on the store shelves than
covers of magazines. Before exploring analog versus digital, SDTV, HDTV and EDTV take a
look at the types of television in todays consumer market. Heres a list of televisions types
you will see in the stores across North America.

Direct view Tube:


Also known as direct view, a tube television is the closest thing to
the one baby boomers watched when they were kids. The picture device is a cathode ray tube,
which is specialized vacuum tube. All science aside, CRTs come in all shapes and sizes up to
about 40 inches. They feature a good picture from all angles, the best black level, and are
significantly lower in price than other TVs. Despite their bulky and heavy build, tube television
are long-lasting and acclaimed for retaining a good picture throughout its lifespan, which can
be decades.

Dieital Lieth Processing (DLP):


Digital light processing was invented in 1987 by Texas
Instruments. It is named for its ability to process light digitally with the aid of an optical
semiconductor called a digital Micro mirror device or DMD chip. This chip is comprised of
29

over one millions mirrors. The size of each mirror is less than 1/5 the width of a human hair.
Currently, over fifty manufacturers produce at least one model of a DLP television. DLPs
come in rear and front projection. They are not susceptible to bum-in, but some people do
notice a glitch called Rainbow Effect.

Introduction to DLP
FAO: DLP Lamp Replacement & Maintenance.

Liquid Crystal Display (LCD):


Whether flat panel or rear projection, there are a ton of choices on the market for or liquid
crystal display televisions. Flat panel display are by far the most popular LCD television
because of their thin, lightweight construction, which is convenient for people who want to use
their LCD as a TV & computer monitor. LCDs are not susceptible to bum-in. LCDs with sloe
response can show a ghosting effect, while other LCDs can have screen door effect. That is
why it is important to see the LCD monitor before buying to see if the screen meets your needs.

FAO: LCD Rear Projection


30-39 LCD Flat Panel LCD Display

30

SOME COMPANYS BRAND PRICE & FEATURES


L.G.
Size

Price

Features
3

band

equalizer,

200

program memory, 200 W


P.M.P.O. Arc Zoom
Flatron+ 21 ( 53 cm )

10,500
3

band

equalizer,

200

program memory, 200 W


P.M.P.O. Arc Zoom
20 ( 51 cm)

9,500

Golden Eye,
3

band

equalizer,

200

program memory, 200 W


Golden

Eye

( 53 cm)

Magic

21

P.M.P.O. Arc Zoom


10,500
Golden Eye,
3

band

equalizer,

200

program memory, 200 W


P.M.P.O. Arc Zoom
20 ( 51 cm)

9,500

31

Golden Eye,
3 band Graphic equalizer, ,
140 W P.M.P.O. Arc Zoom,
Joy Max Dix 14 inch

6,500

AV stereo

Price

Features

CROWN
Size

100 program, 400 W stereo


sounds, 200 channels, Bass
Pure Flat21 ( 53 )

7,495

Treble & Balance.

100 program, 400 W stereo


sounds, 200 channels, Bass
Pure Flat ( 51 cm)

6,495

Treble & Balance.

100 program, 300 W stereo


sounds, 200 channels, Bass
Treble & Balance.
14 Pure Flat

4,495

32

ONIDA
Size

Price

Features

400W P.M.P.O. In built


21 oxygen Flat ( 53cm )

13,990

woofer

D.V.M.C.,4

user

login, LCD remote, Head


phone
300W P.M.P.O. In digital
20 Oxygen Flat ( 51 cm)

9,490

eye.,4 user login, child safe,


200 channels
300W P.M.P.O. In digital

14 Oxygen

6,490

eye.,4 user login, child safe,


200 channels

T SERIES
Size

Price

Features
33

100

program,

400

P.M.P.O. 4 speakers bass


True Flat 21 ( 53 )

4,490

treble&

balance

ADND

status memory safe Eye


100

program,

300

P.M.P.O. 4 speakers bass


True Flat 20 ( 51 cm)

7,490

treble&

balance

AD/VD

status memory safe Eye

100

program,

300

P.M.P.O. 4 speakers bass


treble&
True Flat 14 inch

balance

ADND

5,490

status memory safe Eye

Price

Features

SANSUI
Size

110
Hard Rock 21 ( 53cm )

13,990

program

1500W P.M.P.O.

memory,
Woofer,

Selectable picture 5 modes.


110
Furatto 20 ( 51 cm)

8,990

program

memory,

600W P.M.P.O. Bass Treble


& balance.

34

110
14 SY Super Eye

6,990

program

memory,

350W P.M.P.O. Bass Treble


& balance.

SAMSUNG
Size

Price

Features

150
21 M 16 ( 53 )

15,490

program

memory,

1000 W P.M.P.O. woofer, 5


selectable picture modes.

150
20 M 16 ( 51 cm)

13,490

program

memory,

1000 W P.M.P.O. woofer, 5


selectable picture modes

100 program memory, 500


14 M 16

8,990

W P.M.P.O.

woofer, 5

selectable picture modes

AKAI
35

Size

Price

Features
110

Flatron 21 ( 53cm )

8,990

channels,

P.M.P.O.,

10

550W
Selectable

sounds & picture modes.

Flatron 20 ( 51 cm)

7,990

110
Akai 14 inch

5,990

channels,

P.M.P.O.,

10

350W
Selectable

sounds & picture modes.

PHILIPS

Size

Price

Features
200channels,
110 program memory, 500

21 M 16 ( 53 )

13,990

W P.M.P.O., 5 selectable
picture modes.

36

200channels,
110 program memory, 500
20 M 16 ( 51 cm)

12,990

W P.M.P.O., 5 selectable
picture modes.

200channels,
110 program memory, 350
14 M 16

8,990

W P.M.P.O., 5 selectable
picture modes.

Competitor Analysis
A detailed analysis of some of the major players is done below -

LG ELECTRONICS
LG Electronics rightly understood the consumer motivations to create magnetic products, price
them strategically, position them sharply and keep making the magnetism more potent. Having
understood the finer differences in consumer motivations, it opted for sharp arrow reasons-tobuy differentiations over the blanket all approach taken by most of the other players. It is an
aggressive marketer. It focuses on low and medium price products.

SAMSUNG

37

Initially the strategy of Samsung in India was to create premium image by emphasizing global
brand. After facing stiff competition from the Korean major LG, Samsung also started
playing price game. In 2004, it reverted back to its premium positioning, although it resulted in
some loss of market share. In line with global digital initiative of the parent company, Samsung
India is seeking to acquire the digital leadership in India by introducing its digital ready
televisions like the 40 LCD projection TV, 43 projection TV & the plano series of flag color
TV.

ONIDA ( MIRC ELECTRONICS)


Its popular devil ad although had engendered a strong emotional pull towards the brand, it
represented no advancement. The company plugged the gap by touting its digital technology.
Like Videocon it has also been able to hold its market share. The world -class quality of Onida
has enabled the company to make breakthrough on the export front. Onida is leading brand in
gulf market & also export its model to Africa, Bangladesh, Sri Lanka & Nepal. I has technical
tie-up with the Japan victor company (JVC). So focused is Onida on positioning itself on the
premium, high-tech plank that it is even planning to push its own envelop on obsolescence,
much like Intel has been doing in its own industry. Best strategy is aimed at further broad
basing the product offering of the company, which has largely dominated the top end of the TV
market, across multiple market segments. Besides understanding the strategy adopted by
different players, several other factors- industry growth, concentration & balance, corporate
stakes, fixed cost and product differences need to analyzed to determine the extent of rivalry
between existing players.

VEDIOCON
Videocon has always been a price player and has an image of a low price brand.
This entails providing more features at a given price vis- a -vis competitors. IT has taken over
multinational brands to cater to unserved segments, like Sansui to flank the flagship brand
38

Vidiocon in the low to mid priced segment, essentially to fight against brands like BPL,
ONIDA, PHILIPS and taken over Akai- tail end brand for brands like Aiwa. It is one of the
largest manufacturers of TV and its components in India and thus has advantages of economies
of scale and low cost due to indigenization. It has the widest distribution in India with more
than 5000 dealers in the major cities. It also has strong base in the semi- urban & rural markets.
Due to its multibrand strategy it has at present multiple brands at the same price points This has
lead to the state of diffused positioning for its brand. It has also lead to a cannibalization of
sales among these brands. The flagship brand has lost market share due to the presence of
Sansui in the same segment. Because of reduction in import duties on CPT the cost advantage
of Videocon is also on the decline. Hence it it facinf rough weather & also trying to boost
exports.

SPECIAL FOCUS ON SAMSUNG TELEVISION

VISION:
Samsung India aims to be the best company in India by the year 2006. Best company in terms
of both in terms of internal workplace environment as well as the external context in which the
company operates. Samsung aims to grow in India by contributing to Indian economy &
making the life of its consumer simpler, easier, and richer through its superior quality products
39

our aim is to gain technological leadership in the Indian marketplace as a goal yo earn the
love and respect of more and more of Indian consumers.
Mr.S.H.Oh, President & CEO
Samsung south-west Asia regional headquarters.

SAMSUNG ELECTRONICS ANNUAL REPORT


Company profile 1st Annual report, 2004.
Report of independent accountants.
To the shareholders and Board of Directors, Samsung Electronics Company Ltd.
We have audited the accompanying the balance sheet of Samsung Electronics Company Ltd. as
of December 31, 1997, and related statements of income, appropriation of retained earnings and
cash flow for the year then ended, expressed in Korean won. These financial statements are the
responsibility of the companys management. Our responsibility is to express an opinion, as
independent auditors, on this financial statement, as to weather they have been prepared in
conformity with financial accounting standards generally accepted in the republic of Korea.
For this purpose, we conducted a audits with accordance with auditing standards generally
accepted in the republic of Korea. In our opinion the financial statements referred to above
present fairly, in all material respects, this financial position of Samsung Electronics Company
Ltd. as of December 31,1997, as the results of its operation, the changes in its retained earnings
and ts cash flows for the year then ended. In conformity with financial accountings standards
generally accepted in the republic of Korea.
As further explained in note 2 of financial statement, 1997 the company changes its policy for
foreign currency translation and extended the useful lives 01 property, plant and equipments.

SAMSUNG PROFILE

40

Samsung Profile 2008


Wherever you are... in the hustle of the streets or the comfort of the home...Samsung is part of
the fabric of your life. As a global leader we are at the forefront of change, anticipating today
what our customers around the world will want tomorrow.

41

2007 Financial Overview (WON/DOLLARS/EUROS)


2007 Financial Overview
AMOUNTS IN BILLIONS
Net Sales*
Total Assets
Total Liabilities
Total Stockholder's Equity
Net Income*

WON
DOLLARS EUROS
161,847.4 174.2
127.2
284,165.5 302.9
205.7
180,833.2 192.7
130.9
103,332.3 110.1
74.8
12,873.7 13.9
10.1

[Amounts in billions]
* Won/U.S. dollar yearly average exchange rate: 929.20/1, Won/Euro: 1,272.72/1
Won/U.S. dollar as of the end of December 31, 2007: 938.20/1, Won/Euro: 1,381.26/1
Financial data includes Samsung affiliates ending their fiscal year at the end of March 2008,
such

as

Samsung

Life

Insurance,

Samsung

Fire

&

Marine

Insurance,

Samsung Securities, Samsung Investment Trust Management.

42

* SAMSUNG's History Menu Link

- 2000-Present Pioneering the Digital Age

- 1997-1999 Advancing the Digital Frontier

- 1994-1996 Becoming a Global Force

- 1990-1993 Competing in a Changing Tech World

- 1980-1989 Entering the Global Marketplace

- 1970-1979 Diversifying in Industries and Electronics

- 1938-1969 SAMSUNG's Beginnings

2000-Present Pioneering the Digital Age


The digital age has brought revolutionary change and opportunity to global business, and
SAMSUNG has responded with advanced techno-logies, competitive products, and constant
innovation.
At SAMSUNG, we see every challenge as an opportunity and believe we are perfectly
positioned as one of the world's recognised leaders in the digital technology industry.
Our commitment to being the world's best has won us the No.1 global market share for 13 of
our products, including semiconductors, TFT-LCDs, monitors and CDMA mobile phones.
Looking forward, we're making historic advances in research and development of our overall
semiconductor line, including flash memory and non-memory, custom semiconductors, DRAM
and SRAM, as well as producing best-in-class LCDs, mobile phones, digital appliances, and
more.
2000-Present Pioneering the Digital Age
2008
Samsung takes No. 1 spot in U.S. cellphone market

43

No.1 worldwide market share position for TVs achieved for the 9th quarter in a

row
No.1 worldwide market share position for TVs achieved for the seventh quarter in
a row

2007

2006

Developed the world's first 30nm-class 64Gb NAND Flash memory

BlackJack bestowed the Best Smart Phone award at CTIA in the U.S.

Attained No.1 worldwide market share position for LCD for the sixth year in a row
Developed the world's first real double-sided LCD

Developed the worlds' first 50nm 1G DRAM

Unveiled 10M pixel camera phone

Launched "Stealth Vacuum," a vacuum cleaner with the world's lowest level of
noises

Launched the worlds' first Blu-Ray Disc Player

Developed 1.72"Super-Reflective LCD Screen


Developed the largest Flexible LCD Panel

Ranked 27th in "the World's Most Admired Company" of Fortune

Became the official sponsor of Chelsea, the renowned English Premier League
football club

2005

2004

Released the world's first 7 mega pixel camera phone

Developed the world's first OLED for 40" TV

Developed the first-ever speech recognition phone


Produced the first wrinkle-free steam washer

Sold more than 20 million cellular phones in the U.S

Developed the world's first 60-nano 8GB NAND Flash memory chip

Ranked top in mobile phone sales in Russia

Released new PDP TV featuring the highest contrast ratio in the world

Developed a 3rd Generation Optical Blu-Ray Disc Recorder

Developed cellular phone chip for satellite DMB system


44

Released 46" LCD TV for the first time in the world


SAMSUNG brand value ranked 25th in the world by Interbrand

Ranked 5th on the "Most Admired Electronics Company" list released by the

2003

Fortune Magazine

Released the first HD DVD combo


Development of the 54"TFT-LCD, the largest digital TV monitor in the world

Launches PDP-TV, the slimmest in the world

Launch of colour mobile phones in which the new concept UFB-LCD is

2002

introduced

Launched new high-definition TFT-LCD colour cellular phone


Ranked No. 1 of world's Top 100 IT Companies by BusinessWeek

Unveils 16 Chord Progression Melody Phone

Begins Mass Production of 512Mb Flash Memory Device

Unveils Industry's First Ultra-Slim Handset

Develops World's first 40 inch TFT-LCD


Unveils TFT-LCD with Record-breaking Definition

Launches PDA phone

SAMSUNG Olympic Games Phone selected as the official mobile phone of the

2001

Sydney 2000 Olympic Games


2000

TV Phone and Watch Phone Make Guinness Book of World Records

Unveils the Worlds Fastest Graphics Memory Chip

SAMSUNG Electronics and Yahoo! Form Strategic Alliance

Develops Unique All-in-one DVD Player

Developed world's first 512Mb DRAM

Develops The High Definition Digital TV

45

THIS WARRANTY IS NOT APPLICABLE ON ANY OF THE FOLLOWING CASES:-

1. The warranty card is not dully filled and mailed back to service centre for registration
by the purchaser.
2. The completed warranty card is not presented to personnel at the time of repair .
3. The product is not purchased from authorized dealer .
4. The product is not used according to instructions given in the instruction manual .
5. defects caused by improper use as determined by company personnel.
6. Modification or alteration of any nature is made on the electrical circuit .
7. installation repair work is carried out by persons or agencies other than authorized by
the company .
8. Site (premises where the product is kept )conditions that do not confirm to the
recommended operating condition of the machine .
9. The original serial no. is removed or altered from machine or cabinet .
10. defects due to cause beyond control like lightening ,abnormal voltage, acts of god or
while in transit to service centre or purchasers residence.

46

Press releases

Samsung achieves 1 million CTV production mile stone in noida CTv factory
New Delhi ,15 Jul 2000 Samsung India achieved another mile stone in India when it achieved
the one million colour television production figure at its Noida factory in July this year .The
one million colour TV production was achieved in a span of a little over 3 years , The one
million mark was achieved in the production of the 21 metalica production model 21 c3.
According to Mr KSkim ,MD, Samsun India th significance of this one million production
can be gauged from the fact that we achieve 500000 figure in a span of 2 years .
In fact Samsung India received the Quadruple productivity flag that is the
productivity achievements of 44 sets per day per employee from Samsung head office in korea
in February this year .Samsung India thus has become first Indian subsidiary , out side of korea
to attain such high productivity levels in its manufacturing facility .
Meanwhile the company is in the process of setting up another cell at its Noida
factory for the production of colour TV in screen size 25 and above .
The Samsung factory in April this year has taken on a new challenge , FI 321
where FI denotes factory innovation ,3 denotes challenge 3000 production campaign ,2
denotes the 200 minutes .MTBF in the auto insertion machine. 1 stands for Samsung India to

47

be no. 1 subsidiary in terms of quality and productivity . the Samsung production team is
focusing on 3 key aspects:

maintaining conveyor and set up improvement

mrshalling or logistics improvement

auto insertion MTBF improvements

48

In terms of conveyer an set up improvements, certain modifications have been carried out in
both

hardware and soft wares .for example the conveyor length has been reduced by10

meters ,the soldering machine now has a double sas against one earlier for quality and speed
improvement.
Line more th conveyer height it self has been increased since the workers
stand and work on the PCB Line for increased view area and the greater freedom in have
movement. By the time all the goals of challenge of 3000 are met , the Samsung production
line will be rolling out a Samsung CTV every second 8 seconds against the current level of
11 seconds and maintaining the daily production level of 3000 sets per day
The electric car concept is planned to be instutd for marshalling by
December 20000 . To achieve the MTBF of 200 minutes ,certain certain changees have been
made in the machine to reduce frequently occurring problem. The out have been change for
efficient handling and the 2 line concept has been instating so as to run two modeleson
parallel basis .
This year Samsung India plans to manufacture over 600000 CTV as its
Noida facility and will also be exporting Samsung India made TVs to western Europe . this first
shipment over 40000 colour TV shall be dispatched this month .The company will be exporting
4 models of 14 TV to these countries . States Mr Skim The fact that the samples sent by us
from India were cleared by the European authorities without any problem is a reflection of the
stringent quality system and vender development programme .

49

SAMSUNG INDIA ACHEIVES 2 MILLION CTV PRODUCTION


MARK

New Delhi 8 March 2002 Digital technology leader , Samsung India


electronics limited achieved another mile stone in India when it achieved the 2 million CTV
production at its Noida plant , thereby becoming the first multinational to achieve this
distinction . The company achieved the 2 million mark with the production of CS21K4, its 21
inch piano flat colour television model .
The significance of the 2 million mark can be gauged from the fact
that we achieve the 1 million production mark in in aspan of three years in commencement of
production June 1997 while the 2nd million production milestone stone was achieved with in a
span of one year or seven months from the first one million production achievement in July
2000.The company has set the target of achieving the five million production mark in 2004.
Samsung India which achieved an average per day of 2931 sets last year is targeting an average
production of 3500 sets per day. In the year 2001, the maximum production achieved by a
company in a single day was 4250 sets .
Samsung India electronics limited has initiate an ACE 4 programme
at the manufacturing facility , where in A represents ahead of all C stands for competitive , E
for efficient and four ways focus with clear target have set for all four production lines at the
factory .The company commenced the production of television in November last year and that
of air conditioners in February this year .Samsung India hopes to aheive ACE 4 by improving
the manpower skills ,improving the equipment and the processes as well as enhancing the
productivity levels . the company applying the six sigma methodology to improve existing
process and practice in production and achieving even higher quality levels in its
manufacturing processes .

50

Samsung India electronics ltd. a leading provider of high tech consumer electronics products in
the country .has been operating in India since 1995. The Samsung India product portfolio
comprises of colour television in the range 14-53 projection TVs,bio fresh refrigerators in
range of 310 litres-670litres ,Bio cool conventional refrigerators in 175-200 liters capacity .
Air conditioner including both window and split type ,semi automatic
and fully automatic Televisions ,Samsung sets a new bench mark for the flat TV industry
,launches a 15 flat TV model at sub Rs 8000 launches Gol do ,flat 10 offer for for flat
colour televisions .
New Delhi May 10 ,2004 : Digital technology leader , Samsung India
India electronics ltd. has set a new price bench mark in the flat television in India by
introducing a 15 flat television in the Indian television market , priced at 7990 .with the
introduction of this model ,Samsung has range of 14 flat televisions in the market .
Samsung India , which seeking to develop a flat televisions in India
and help the customers upgrade to the latest technology that flat television represents , today
announced the launch of its Gol do, flat 10 exchange offer . This ,offer valid till June 30,
2004 ,incentives consumer to upgrade to a Samsung flat television of their choice by returning
any of their old working condition 20 television .for example a customer may bring his 20
curved TV and walk away with 21 at especial exchange price of Rs. 84901 .like wise a
customer can upgrade to an entry level 29 flat TV for a mere Rs21990 in lieu of his old
conventional TV ,20 and above .The Gol do flat 10, offer is applicable for select Samsung
flat screen models across screen size between 15 flat to 29 flat television.

51

52

53

LITERATURE REVIEW
Topic:

Indian Television Industry: A strategic Analysis

Presented by: Seem Gupta


The Indian Television industry is going through turbulent transformation. Companies are re
looking at their strategies and are desperate for growth. The entrenched position of the Indian
market leaders in CSVs like Videocon, BPL, and Oneida has been challenged by the Macs
such as LG, AIWA, Akai, Panasonic, Samsung, Sony, Philips and Sharp: some in a
perceptible way and other threatening to do so. The changing environment demands fresh
thinking to gain the cutting edge advantage. This paper attempts to look at the various macro
and micro environmental factors operating in the industry using the model of strategic analysis
by George Day, i.e. to analyze the bargaining power of buyer and suppliers, the threat of the
new entrants, threat of substitutes, intensity of rivalry, impact of technological changes, growth
and volatility of the market and the influence of government and regulatory interventions.
These variables affecting the industry have been categorized as favorable or adverse depending
on the influence on the profitability of the industry. Some strategic initiatives, which can be
adopted, to leverage the favorable forces and prevent the adverse ones have been identified.

Conclusion:
The variables affecting the industry with regard to each of the five forces have been categorized
as favorable or adverse (Exhibit 14). Favorable variables have the potential
To improve profitability, while adverse variables reduce profitability of the industry. Some
strategic initiatives, which could be adopted to leverage the favorable forces and protect
themselves from the adverse ones, are as follows:

54

R&D and Marketing will have to work closely together. R&D will have to play a role in
cost innovation, which can cut component cost and raise performance. The number of
defectives has to be reduced at negligible levels. The quest should be to do even better.
Each assembly line can be made to compete with the other.

Vital to the spread out is the re-haul of distribution network. Home appliances have
necessitated separate dealers, many of them specialists. For sharper focus on all
categories individually, the market has to be opened wider.

Besides catering to the cost conscious segment, marketers need to segment the market
on the basis of psychographics, which will help in attempted it by sponsoring ICC
Cricket World Cup 2003 Marketers need to generate demand and let dealers services it,
rather than shunting products down the distribution system. This will require close
consumer proximity.

Topic:

EMS Industry in China

Presented By: R Puratchimani


Conclusion:
Chinas rapid economic growth is attributed to the growth of the electronics industry. It has
become the destination for the production of all types of electronic product and is good market
to sell those products. China contributes 16 per cent to the global electronic production. Chinas
dominance in the Electronic Manufacturing Servuce (EMS) industry is guaranteed by its low
labor costs, its existing ecosystem of components suppliers and excellent infrastructure. China
has around 500 Suezs which have helped it to become the most preferred EMS destination in
the world. In addition, there has been heavy investment from Taiwanese EMS providers in
addition to contract manufacturing companies; china has semi conductor boundaries,
component manufacturers and good design houses. China has become a hot destination for
electronic manufacturing service because of low cost of components.

55

Topic: Does Branding and Selling Go Together in the TV Industry?


Presented By: Siddhartha Paul
Conclusion:
The global television industry consists of big brand names such as Sony, Samsung, Sharp,
Panasonic, LG Electronics and matsushita Electric. These companies had their respective core
competence in manufacturing either Liquid Crystal Display ( LCD ) or Plasma screen TV sets,
which launched the worlds first 14colour led TV,
Dominated the global LCD TV segment till 2005. in 2001, Samsung came out with digital TVs
with state of the art technology. As television sets became an integral part of the family room,
consumers from a strong bond with this consumer electronic product.

Topic: Passion: The Untold Story of LG Electronics India


Presented By: Yasho V Verma Reviewed by Dhananjay Keskar
Conclusion:
Understanding the nuances of the Indian market quickly, LG was able to succeed here. The
book analyzes its success and attributes it to effective leadership, good HR practices and resultoriented management.

56

57

RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research problem. It may be
understood as a science of studying how research is done scientifically. In it we study the
various steps that are generally adopted by a researcher in studying his research problem along
with the logic behind them. It is necessary for the researcher to know not only the research
methods/techniques but also the methodology. Researchers not only need to know how to
develop certain indices or tests, how to calculate the mean, the mode, the median or the
standard deviation or chi-square, how to apply particular research techniques, but they also
need to know which of these methods or techniques, are relevant and which are not, and what
would they mean and indicate and why.
Thus when we talk of research methodology we not only talk of the research methods but also
consider the logic behind the methods we use in the context of our research study and explains
why we are using a particular methods or techniques and why we are not using others so that
research results are capable of being evaluated either by the researcher himself or by others.
This section contains the methodological issues in research. It focuses primarily on providing
help with then tools and techniques used in the research. These tools and techniques differ from
discipline to discipline. Researchers also have specific blazes.

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Some will prefer Qualitative approaches or vice-versa. Generally speaking, an integrated


approach is advisable. A study that contains only qualitative data or solely quantitative data
messes the rich texture of interpretation that an integrated approach makes possible. While this
section may be organized in away that suggests a defined process, this is not the intention.
Marketing research is the systematic design, collection, analysis and reporting of data and
findings and relevant to specific marketing situations facing the company.

RESEARCH OBJECTIVE

To find out perception of customers toward various television brands

To find out customer satisfaction level in different television brands.

To find out market share in different television brands.

RESEARCH DESIGN
A research project conducted scientifically has a specific framework of research from the
problems identification to the presentation of the reports. This framework of conducting
research is known as the research design.
A research design is the arrangement of condition and analysis of data in a manner that aims to
combine relevance to the research purpose with economy in procedure.
Research design provides the glue that holds the research the project together. A design is used
to structure the research, to show how all of the major part of the research project-the sample of
or the group, measures, treatment of program, and methods of assignment- work together to try
to address the central research questions. There can be following types of research design.

EXPLORATORY RESEARCH STUDY


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Exploratory research study are also termed as formulate research studies. The main purpose of
such study is that of formulating a problem for more precise investigation or of developing the
working hypothesis from an operational point of view. The measure emphasis in such studies is
on discovery of idea and insight. As such research design appropriate for such studies must be
flexible enough to provide opportunity for considering different aspect of a problem under
study. Inbuilt flexibility in research design is needed because a research problem, broadly
define initially is transformed into one with more precise meaning in exploratory study.

DESCRIPTIVE RESEARCH STUDIES


Descriptive Research Studies are those studies which are concerned with are concerned with
describing the characteristics of a particular individual, or of a group. Studies concerned with
narration of facts and characteristics concerning individual, group or situation are all examples
of descriptive research study most of the social research study most of the social research
comes under this categories.

SAMPLING DESIGN
When field studies are undertaken in practical life, consideration of time and cost almost
invariably lead to selection of respondents i.e., selection of only a few items. The respondents
selected should be as representative of the total population as possible in order to produce a
miniature cross section. The selected respondents constituted the sample and the selection
process is called sampling technique. The surveys so conducted are called sample survey.
A sample design is a definite plan for obtaining a sample from a given population. It refers to
the techniques or the procedure the researcher would adopt in selecting items for the sample.
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For collecting primary data from the sample customer though the questionnaire/answer
protocol process, was used to get substantial amount of information from the members of the
target population so that inductive, logic and probabilistic inferences, rather than deductive
reasoning can be incorporated in study the career growth and job satisfaction of the employees.
There can be following types of sampling design.

PROBABILITY SAMPLING:
Probability sampling is also known as random sampling or chance sampling. Under this
sampling design every item of inclusion in the sample. It is, so to say, a lottery method in which
individual units are picked up from the whole group not deliberately but by some mechanical
process.

NON-PROBABILTY SAMPLING:
Non probability sampling is that sampling procedure which does not afford any basis for
estimating the probability that each item in the population has of being included in the sample.
On-probability sampling is also known by different names such as deliberate sampling,
purposive sampling and judgment sampling. In this type of sampling, items for the sample are
selected deliberately by the research.

CONVENIENCE SAMPLING
In convenience sampling selection, the researcher chooses the sampling unit on the basis of
convenience or accessibility. It is called accidental samples because the sample unit enters by
accident. This is also known as sample of the man in the street, i.e., selecting of units where
they are. Sample units are selected because they are accessible. For example, in testing the
potential new product, the sample work is done by adding the new product to the appropriate
shops in the locality. Purchasing and selling of the new product is observed there.
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STEPS IN SAMPLE DESIGN


Type of Universe:
The first steps in developing any sample design are to closely define the set of objects,
technically called the universe, to be studied. The universe can be finite or infinite. In finite
universe number of items is certain, but in of an infinite universe the number of items is infinite
i.e., we can not have any idea about the total number of items.

Size of Sample:
The sample size consist of 100 units out of which the most logical and non biased response are
selected thus the sample size is taken out to be 96. This refers to the number of items to be
selected from universe to constituent the names. This major problem before a researcher the
size of sample should neither be expressively large nor should too small it be optimum.

Sampling Unit:
A decision has to be taken concerning a sample unit before selecting sample. Sampling unit
may be geographical one such as state, district, village, etc. or a construction unit such as house
flat, etc, or it may be social unit such as family, club school etc, or it may be an individual. My
sampling unit is Customer in Lucknow City.

DATA COLLECTION
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The task of collecting the data begins after a research problem has been defined and research
design/plan chalked out. While deciding about the method of data collection to be used for the
study the researcher should keep in mind two types of data viz., primary & secondary.

Secondary Data: the secondary data are those which have been already collected by
someone else and which have already been passed through the statistical tool.
Secondary data are statistics not gather for the immediate study and hand but for some other
purposes
Secondary data can be classified into:-

1) Internal Secondary Data:


Data that are originated within the firm for which the research is being conducted are internal
data. If they are collected for some other purposes, they are internal secondary data.

2) External Secondary Data:


The second form of secondary data is external sources which is generally published and are
available in different form and different sources.

Tools of Secondary Data collection:


Primary data: The primary data are those which are collected afresh and for the first time,
and thus happen to be in original in character.
Primary data may be described as those data that have been observed and recorded by the
researchers for the first time to their knowledge.

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Tools of primary data collection: There can be various tools for primary data collection
like Questionnaire, Interview, Observation, Telephonic interaction etc. For the purpose of study
Questionnaire is used as an instruction for data collection.

INSTRUMENT USED IN DATA ANALYSIS IS RATING METHOD


Questionnaire:This method of data collection is quite popular particularly in the case of big enquiry.
It is being adopted by private individual, research worker, private & public organization & even
by the government. In this method a questionnaire is sent to the person concerned with a
request to answer the question and return the questionnaire. A questionnaire consists of a
number of question printed or type in a definite order on a form of or set of forms.
For the purpose of study close ended, multiple choice structured questionnaire having 11
questions has been used.

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1. How Many Television Brand You Know?


(i) L.G.
(v) Onida

(ii) Videocon
(vi) Samsung

(iii) Sony
(vii) Others

(iv) Philips

INTERPRETATION
In the survey conducted by me, I have found that people are Television
brand like:
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L.G

- 30%

Videocone

16%

Sony

13%

Philips

9%

Onida

11%

Samsung

12%

Other

9%

2) At the present time which brand of T.V. you are using?

INTERPRETATION:
In the survey conducted by me, I have found that in future in case of exchange offer or
change so people mind perception is:

L.G

- 30%
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Videocone

13%

Sony

12%

Philips

10%

Onida

8%

Samsung

15%

Akai

2%

Oscar

1%

Other

6%

3. How many years do you have television?


(i) Less than 1 year
(iv) More than 5 year

(ii) 2 3 year (iii) 3 5 year

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INTERPRETATION:
In the survey conducted by me, I found that 5% people have television from less than one
year and 15 % people have television from 2-3 year and 25% people have television from
3-5 year and 55% people have television from more than five years.

3. Which brand will you prefer in future in case exchange offer or


Change?
(i) L.G.
(v) Onida

(ii) Videocon
(vi) Samsung

(iii) Sony
(vii) others

(iv) Philips

INTERPRETATION:
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In the survey conducted by me, I have found that in future in case of exchange offer or
change so people mind perception is:

L.G

- 30%

Videocone

19%

Sony

12%

Philips

10%

Onida

8%

Samsung

15%

Other

6%

5. Why will you prefer that particular brand?


(i) Price

(ii) sound

(iii) features

(iv) others

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INTERPRETATION:
In the survey conducted by me, I have found that why people prefer that particular brand
so result is that 35% going with Price 35% going with sound 25% going with feature and
5% going with other.

6. Do you get satisfaction after purchasing your own brand?


(i) Yes

(ii) No

(iii) cant say

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INTERPRETATION:
In the survey conducted by me, I have found that people get satisfaction after purchasing
own brand 65% people said yes and 30% said no and 5% said cant say.

7. After purchasing TV. Do you satisfy from after sales services?


(i) Yes

(ii) No

(iii) cant say


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INTERPRETATION:
In the survey conducted by me, I have found that people get satisfy from after sale
services 45% people said yes and 30% said no and 25% said cant say.

8) Which brand do you think provide the largest model ?


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INTERPRETATION:
In the survey conducted by me, I have found that people think that brand which provide
the largest model is:

L.G

30%

Sony

40%

Videocone

25%

Samsung

5%

9) Which brand do you find most popular among your relatives And friends?
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INTERPRETATION:
In the survey conducted by me, I have found that people think that brand which provide
the largest model is:

L.G

40%

Sony

30%

Videocone

25%

Samsung

5%

10. At present, Do you agree that T.V company giving you competitive
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Price and model?


(i) Yes

(ii) No

(iii) cant say

INTERPRETATION:
In the survey conducted by me, I have found that people are agree with competitive price
and Quality of Television company 40% say yes and 30% say no and 30% cant say.

11). If Television Manufacturing industry introducing new T.V. then


company has to focus on which area?

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(i) Schemes (ii) Quality


(iii) Features
(iv) Discount (v) Technology Improving (vi) others

INTERPRETATION:
In the survey conducted by me, I have found that people are going with:
Schemes

- 21%

Quality

- 30%

Feature

- 30%

Discount

- 5%

Technology Improving

- 8%

Other

- 6%

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RECOMMENDATION AND SUGGESTION


Today life seems impossible without the electronic that form a major part of human life. Can
you imagine an evening without the television set? Or a hot cup of coffee at the press of the
button ? The convenience of living a bachelors life thanks to the microwave?
Electronics is seeing such advancement that scientists in the recent past are working towards
bringing to the fore the functioning of artificial intelligence. Which they claim would reduce
mans load by almost half. Wow seems totally amazing!
Well on the brighter side life may become fast paced and simple, as everything would
happen with the press of a few buttons once the wired connections have been made: but then
there is the flip side- becoming a slave of the automated life.
This basically implies that in case of an electronics breakdown, the first thing that a person
does is press the panic button and then feel totally immobile and paralyzed until things are
necessary to balance life- manual and electronics.
On the basis of finding of the survey I am here by suggesting some points:

Company should give emphasis on the sales promotion measure in order to increase the
brand awareness.

Credit profile can further in hence the sales as many of the people do not find it
appropriate to invest in such at thing bearing this much price as one time.

At least there must be some types of advertisement campaign to promot the sales of
television in Lucknow

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CONCLUSION
Television industry based on fast consumer goods and the better opportunity is there for
entrepreneur. Demand of television never decline and tat is there for entrepreneur.
Demand especially from old generation continues to be unsatisfactory and to have a negative
impact on the dynamics of commercial interchange production volumes and pricing policies
end up adapting to this situation with strategies that aim essentially at defending positions.
Industry is aiming at young generation.
In the meantime however television companies are being asked to continue their efforts to
maintain their competitiveness. This is also because some difficult situation are beginning to
spread in the industry and companies must strive to avoid losing their competitive edge.
We can summarize as:

L.G is on the top spot.


L.G and Videocon has a brand image and generic name in Electronic goods.
Industry most of the customer have the preference of Sony over the other brand.
The consumer only switched to other brands when the price range is too high.
L.G, Videocon and Sony are the major competitors in Industry.
Samsung has very good distributional channel in comparison to other brands.

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Limitation
Major limitation which was faced during this project is

Limitation of non responsiveness of customers.

The result could not be exact and accurate measure of the phenomena under question
due the exploratory of them study.

The information with the respondents may not be very accurate.

This study was self finance hence the survey was under financial constraints.

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BIBLIOGRAPHY
THE book and other help referred during the development of this report are as follow:
1) kotler, Philip Marketing management published by pearson education
(singapour) Pvt. Ltd.
2) Kothari, C.R Research Methodology published by new age international (p)
ltd.

www.google.com

www.television.com

www.samsung.com

Times of India

www.iupindia.com

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ANNEXURE
QUESTIONNAIRE
TOPIC: A study of marketing strategy of Television Industry in Lucknow.
Name: __________________
Contact No._______________________
Address______________________________________________________________
1. How Many Television Brand You Know?
(i) L.G.
(ii) Videocon
(iii) Sony
(v) Onida (vi) Samsung
(vii) Others

(iv) Philips

2. At the present time which brand of T.V. you are using?


___________________________________________
3. How many years do you have television?
(i) Less than 1 year
(ii) 2 3 year
(iv) More than 5 year

(iii) 3 5 year

4. Which brand will you prefer in future in case exchange offer or change?
(i) L.G.
(ii) Videocon
(iii) Sony
(iv) Philips
(v) Onida
(vi) Samsung
(vii) others
5. Why will you prefer that particular brand?
(i) Prize
(ii) sound
(iii) features
(iv) others
6. Do you get satisfaction after purchasing your own brand?
(i) Yes
(ii) No
(iii) cant say
7. After purchasing TV. Do you satisfy from after sales services?
(i) Yes
(ii) No
(iii) cant say
8. Which brand do you think provide the largest range of models ?
__________________________________________
9. Which brand do you find most popular among your relatives and friends?
__________________________________________
10. At present, Do you agree that T.V company giving you competitive price and
Quality?
(i) Yes
(ii) No
(iii) cant say
11. If Television Manufacturing industry introducing new T.V. then company
has to focus on which area?
(i) Schemes (ii) Quality
(iii) Features
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(iv) Discount (v) Technology Improving


Date ___________

(vi) others
Signature:

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