Project on

VIBE- Technology for Innovators

MKT634, Sec-1

Submitted to-
Md. Humayun Kabir Chowdhury

Date: 23rd December, 2019

Contents
Introduction...............................................................................................................................................1
Industry Analysis......................................................................................................................................2
Objectives:.............................................................................................................................................2
Method description:..................................................................................................................................3
Brand Selection:........................................................................................................................................4
Attribute Selection:...................................................................................................................................4
Data Collection:.........................................................................................................................................5
Findings:....................................................................................................................................................8
Findings:....................................................................................................................................................9
.SWOT Analysis...................................................................................................................................... 14
New Product Development:.................................................................................................................... 17
Brand Name:............................................................................................................................................ 17
Tagline:.................................................................................................................................................... 17
Unique Selling Proposition (USP):......................................................................................................... 17
Segmentation:.......................................................................................................................................... 17
Target Market:........................................................................................................................................ 19
Positioning:.............................................................................................................................................. 19
Marketing Mix......................................................................................................................................... 20
Conclusion................................................................................................................................................ 22
Introduction
In this growing economic era of our darling homeland, the régime of its people is being
developed through the consumption of better products. According to Business Insider;
Bangladesh is likely to be a new ‘Asian Tiger’. The Bangladesh economy has been one of the top
performers in Asia over the past decade, averaging annual growth of more than 6% (Garber,
2017). Like other home appliance products, Television is one of the most demanding products in
Bangladesh to meet the need of entertainment of people.

At present, Bangladesh is mostly reliant on imports for the products, so the move will not only
make the appliances cheaper but also help the country save huge amounts of foreign currency
every year (Islam, 2017).In course of time, people of Bangladesh prefer smart TV or the Android
and the demand for LED (Light emitting diodes) television is becoming higher than LCD (Liquid
crystal display) television. Customers prefer smart TVs.

In Bangladesh, people generally watch news, sports, reality shows, cartoons etc through
television. Bangladesh is progressively becoming a big home-appliance market as people's
disposable income is on the rise and they are purchasing more and more electronic goods for
their daily use. (Mirdha, 2018).

1
Industry Analysis
Television (TV) is a telecommunication middling used for transmitting moving images in
monochrome (black and white), or in color, and in two or three dimensions and sound. The term
can refer to a television set, a television program ("TV show"), or the medium of television
transmission. Television is a mass medium for advertising, entertainment and news.

Television became available in crude experimental forms in the late 1920s, but it would still be
several years before the new technology would be marketed to consumers. In the mid-1960s, color
broadcasting was introduced in the US and most other developed countries. The availability of
multiple types of archival storage media such as Betamax, VHS tape, local disks, DVDs, flash drives,
high-definition Blu-ray Discs, and cloud digital video recorders has enabled viewers to watch pre-
recorded material— such as movies— at home on their own time schedule. At the end of the first
decade of the 2000s, digital television transmissions greatly increased in popularity.

Another development was the move from standard-definition television (SDTV) (576i, with 576
interlaced lines of resolution and 480i) to high-definition television (HDTV), which provides a
resolution that is substantially higher. HDTV may be transmitted in various formats: 1080p,
1080i and 720p. Since 2010, with the invention of smart television, Internet television has
increased the availability of television programs and movies via the Internet through streaming
video services such as Netflix, Amazon Video, iPlayer and Chrome cast.

Soon, LEDs are expected to be gradually replaced by OLEDs. Also, major manufacturers have
announced that they will increasingly produce smart TVs in the mid-2010s. Smart TVs with
integrated Internet and Web 2.0 functions became the dominant form of television by the
late 2010s.

Objectives:
• To understand the consumer behavior to words existing TV brands.
• To come up with new brand based on the survey.

2
Method description:
The Multi attribute Attitude Model
Martin Fishbein’s theory is the customer attitude theory which proposes that customers rank
products based on product characteristics. A model used in the study of customer decision
processes to evaluate alternative brands. The general theory is that there are expectations,
values and beliefs which affect the customer behavior. This model basically attempts to
explain the relationship between the attributes and attitudinal change of consumers, which
plays a significant role in decision making process.
With the rapid technological advancement and economic growth, consumers are faced with
increasing number of brands while purchasing any product. This scenario is also common in
terms of selecting a television brand. So, it is imperative for television manufacturers to
understand the taste and requirement of consumers in order to effectively design and
assemble a product that can be positively accepted by the consumers.
Fishbein model is an influential multi attribute model that includes three components of
attitudes; salient belief, object attribute linkages and evaluation. These three attributes are
being considered and measured during the analysis process with a view to get an effective
result. So, for our study, we have used the multi attribute model where a comparison of four
Television Brands (SONY, SAMSUNG, LG, PANASONIC, WALTON) against five
attributes (Brand image, Price, Quality, Technology, Display size.) shows that which
television brand has the highest or lowest probability of being people’s first choice in our
local television market.

The model proposes that:

Where,
A= the attitude toward object
b= the strength of the belief that the object has attribute
e= the evaluation of attribute
n= the number of salient belief about the object.

3
Brand Selection:

SONY SAMSUNG LG PANASONIC WALTON

Among all the television brands, we had to shortlist some brands based on their acceptance and
recognition by the consumers. For that, we had conducted a pretest that includes an open-ended
question, where consumers were asked about the names of the television brands they can recall.
Then, based on their collective opinions we have selected five television brands for our study;
they are: Sony, Samsung, LG and Panasonic, Walton. It is to be mentioned that we have
considered those brands, that fall into the similar category in terms of brand positioning. All of
these four brands are very well known about their state of art technology and innovation among
all the other brands in the market.

Attribute Selection:
In terms of attribute selection, we have followed the same way which is collecting responses
from consumers through an open-ended question. The consumers were asked about the attributes
they consider while making their purchase decision of television and then based on the responses
we shortlisted the most common ones for our research. Through this way we have gathered a
number of attributes that actually come into play while opting for a television brand. The
selected attributes are:

Brand Image

Display size price

Technology Quality

4
Data Collection:
As stated earlier we collected the primary data through survey questionnaire. At first we conducted an open
ended survey to find out about what attributes or function the consumers actually are looking for when they are
going to buy a television. Based on the answers of the respondents, we found out several different attributes.
We have only selected the top 5 common attributes by sorting out the top chosen ones using the cut-off line
from the lowest to highest chosen attributes. After that, we collected survey which includes 40 questions with
belief strength and evaluation from 25 respondents and all the respondents are from our Strategic Marketing
Class. In our survey questionnaires, we used 5 Points Likert Scale method of survey.

It is just the degree of agreement or disagreement in a multiple-choice type format. As it does not require
the participant to provide a simple and concrete yes or no answer, it does not force the participant to take
a stand on a topic.

For 5 different attributes we had asked them to choose their best option they prefer. In 5 Points Likert
Scale we have distributed the value of each scales like – [Strongly Disagree= 1 , points Disagree = 2,
Neutral = 3 , Agree= 4 , Strongly Agree= 5 points]

Strongly Disagree Disagree Neutra Agree Strongly Agree

1 2 3 4 5

5
 STRENGTH OF BELIEF:

SONY SAMSUNG LG PANASONIC WALTON

BP Q T D B P Q TD B P Q TD B P Q T D B P Q T D
R R U E I R R U E I R R U E I R R U E I R R U E I
A I Q C S A I Q C S A I Q C S A I Q C S A I Q C S
NCL H P NC LHP N C LHP N C LH P N C LH P
D E I N L D E I N L D E I N L D E I N L D E I N L
TOA TOA TOA TOA TO A
I Y L Y I Y L Y I Y L Y I Y L Y I Y L Y
M G M G M G M G M G
A Y S A Y S A Y S A Y S A Y S
G I G I G I G I G I
E Z E Z E Z E Z E Z
E E E E E
1 5 5 4 4 3 4 4 4 4 3 5 5 5 5 5 2 3 2 2 2 3 3 3 3 3
2 4 4 2 2 3 3 4 3 4 3 4 3 2 2 4 3 3 4 3 3 4 2 5 4 3
3 5 5 5 4 4 4 4 4 4 4 3 3 3 3 4 3 4 2 2 3 2 3 2 2 3
4 5 5 5 5 4 4 4 4 3 3 3 2 3 3 2 2 3 3 2 3 3 2 2 2 2
5 4 4 5 4 4 3 2 4 3 3 5 5 5 5 4 2 3 3 4 3 5 4 4 4 4
5 4 4 3 4 3 4 5 2 3 4 2 2 2 2 2 3 3 3 3 3 4 3 4 3 2
7 4 3 4 5 4 4 3 5 4 5 4 4 4 5 4 3 4 4 3 4 2 3 3 3 4
8 3 3 3 3 4 4 4 4 4 4 3 3 2 2 3 4 5 4 4 4 3 2 2 3 3
9 3 4 3 4 4 4 4 4 4 4 3 3 3 3 3 5 4 4 4 3 2 2 2 2 4
10 4 4 3 2 3 4 3 3 5 5 3 3 2 2 2 3 3 2 2 1 3 4 3 3 3
11 5 3 4 4 4 3 3 4 4 4 3 3 3 3 4 3 3 2 2 2 2 2 2 2 2
12 5 5 5 5 4 4 4 4 4 4 3 3 3 3 3 4 4 4 4 4 3 3 3 3 3
13 4 3 4 4 3 4 5 4 4 3 3 2 3 3 2 4 3 3 3 3 2 3 2 2 2
14 5 4 5 5 5 5 3 3 3 5 3 4 3 3 4 3 3 3 3 4 3 4 3 2 2
15 4 3 4 4 3 4 3 3 4 4 5 4 4 4 4 3 3 3 3 3 3 3 3 2 4
16 4 3 4 3 3 5 5 4 4 5 4 3 4 4 3 4 4 4 5 4 3 3 2 2 3
17 5 4 5 5 5 5 5 4 4 5 4 5 4 4 4 5 4 5 5 5 5 5 3 3 3
18 5 5 5 5 5 5 5 5 5 5 3 3 3 3 2 2 2 2 2 3 3 3 3 3 3
19 3 3 4 4 3 4 4 4 4 3 3 3 3 4 4 2 2 3 3 3 3 2 3 3 3
20 3 4 4 4 4 5 5 5 5 5 2 2 2 2 2 2 2 2 2 2 3 3 3 3 3
21 4 5 5 5 3 3 4 3 3 5 3 4 4 2 2 2 3 3 3 3 2 5 4 4 3
22 5 4 4 4 4 3 3 3 4 5 4 3 4 2 4 5 5 5 3 4 2 5 4 4 3
23 5 5 5 5 5 4 4 4 4 4 3 3 3 3 3 3 3 3 3 3 4 4 4 4 4
24 5 1 5 5 5 3 1 1 1 5 5 1 5 5 5 5 5 5 5 5 1 1 1 1 5
25 4 4 4 3 4 5 4 5 5 5 3 3 3 3 4 3 3 3 3 3 4 4 3 4 4
26 4 4 3 3 3 3 2 2 3 4 4 3 4 3 2 4 3 3 3 4 3 2 3 2 3
27 3 4 4 3 3 4 5 5 4 4 3 4 4 4 3 3 2 3 3 3 1 4 2 2 3
28 4 4 5 4 3 4 4 5 4 5 3 4 3 4 3 5 4 4 4 4 3 3 4 3 3
29 4 4 4 4 3 3 3 4 4 4 4 3 3 3 3 4 4 4 4 4 4 3 3 3 3
30 5 4 4 5 4 5 4 3 4 3 3 4 4 3 4 3 3 3 3 3 4 3 3 2 2
T 12 11 12 12 11 11 11 11 11 12 10 97 10 97 98 99 10 98 95 98 89 93 88 83 92
O 7 7 4 1 2 9 3 2 5 5 3 0 0
T
A
L

6
 STRENGTH OF EVALUATION:

SONY SAMSUNG LG PANASONIC WALTON

BP Q T D B P Q TD B P Q TD B P Q T D B P Q T D
R R U E I R R U E I R R U E I R R U E I R R U E I
A I Q C S A I Q C S A I Q C S A I Q C S A I Q C S
NCL H P NC LHP N C LHP N C LH P N C LH P
D E I N L D E I N L D E I N L D E I N L D E I N L
TOA TOA TOA TOA TO A
I Y L Y I Y L Y I Y L Y I Y L Y I Y L Y
M G M G M G M G M G
A Y S A Y S A Y S A Y S A Y S
G I G I G I G I G I
E Z E Z E Z E Z E Z
E E E E E
1 5 4 5 5 5 4 4 4 4 4 5 5 5 5 5 2 2 2 2 2 2 2 2 3 2
2 4 4 3 4 3 2 4 3 2 4 3 4 3 4 3 3 3 3 4 3 4 5 4 5 5
3 5 5 4 5 5 4 4 4 4 3 3 3 3 3 4 3 2 3 3 3 4 3 2 2 2
4 2 4 5 5 5 5 4 4 4 5 4 4 4 3 3 2 4 1 3 3 3 3 3 4 4
5 5 5 4 4 4 4 4 3 4 4 5 5 5 4 5 4 2 2 3 3 4 4 4 5 4
6 4 3 3 3 3 4 3 2 2 2 2 2 2 4 2 2 2 3 2 3 3 4 3 2 2
7 3 5 5 4 4 4 4 5 4 4 4 4 5 3 4 4 2 3 4 4 2 3 4 3 4
8 3 2 3 3 3 4 5 5 4 4 3 3 3 3 4 3 3 3 3 2 2 2 2 2 4
9 5 4 4 4 2 5 4 4 4 4 4 3 3 4 3 5 4 5 4 4 2 2 2 2 2
10 5 4 4 3 3 4 3 3 3 4 3 3 4 4 3 2 2 2 2 2 3 3 4 4 3
11 4 3 4 4 4 3 4 4 4 3 3 3 2 2 2 4 4 4 3 3 2 2 2 2 3
12 3 4 5 5 5 4 4 4 4 4 4 3 3 3 3 3 4 4 4 4 3 3 3 3 3
13 4 4 4 4 4 4 3 4 4 4 3 3 2 3 3 3 3 3 3 3 2 3 2 2 3
14 5 5 4 3 3 4 3 2 4 2 3 3 3 4 3 5 3 3 3 3 3 3 3 3 3
15 4 3 4 4 4 3 3 3 3 2 4 4 4 4 4 3 5 5 3 3 3 4 3 3 4
16 5 4 4 5 5 5 5 4 5 4 5 3 4 3 3 4 4 4 5 5 4 5 4 5 4
17 5 4 4 5 4 4 5 4 4 4 4 4 4 4 4 5 5 5 5 5 3 4 3 3 4
18 5 5 5 5 5 5 5 5 5 5 3 3 3 3 4 3 3 3 3 3 4 4 3 3 3
19 5 4 4 3 3 4 4 3 4 4 3 3 4 3 3 3 3 4 3 3 3 3 4 3 3
20 2 4 3 2 2 5 5 5 5 5 2 2 2 2 2 2 2 2 2 2 3 3 3 3 3
21 5 5 5 5 5 4 4 4 3 3 4 3 4 3 3 2 3 3 3 2 2 5 4 4 2
22 3 5 4 3 4 4 5 5 5 3 3 5 4 5 3 4 2 4 4 3 4 3 4 3 4
23 5 4 5 5 4 4 4 4 4 4 3 4 4 3 3 3 3 3 3 3 3 3 3 3 3
24 5 5 5 5 5 2 2 1 2 5 5 1 5 5 5 5 4 2 5 5 5 1 1 1 1
25 4 3 4 4 4 4 5 5 5 5 3 3 3 3 3 4 3 4 3 4 4 4 4 4 4
26 4 3 3 3 4 3 4 3 2 3 2 2 3 3 3 3 3 2 3 2 2 3 3 3 2
27 3 4 4 4 3 4 4 4 4 4 3 3 3 4 3 2 2 3 3 3 2 4 2 2 3
28 4 4 4 4 5 5 4 4 4 4 4 4 4 4 3 4 4 4 4 4 3 3 3 3 3
29 3 3 3 3 4 4 4 4 4 4 4 4 4 4 3 3 3 3 4 4 4 4 4 4 4
30 5 5 4 4 5 4 4 3 3 4 3 3 3 2 2 2 1 2 3 2 3 4 2 1 2
T 12 12 12 12 11 11 12 11 11 11 10 99 10 10 98 97 90 94 99 95 91 99 90 90 93
O 4 1 2 0 9 9 0 2 3 4 4 5 4
T
A
L

7
 Average weight of strength of belief: (bi)
Attributes Brand Image Price Quality Technology Display Size

BeliefSony 4.2 3.9 4.1 4.0 3.7

BeliefSamsung 4.0 3.8 3.7 3.8 4.2

BeliefLG 3.4 3.2 3.3 3.2 3.3

BeliefPanasonic 3.3 3.3 3.3 3.2 3.3

BeliefWalton 3.0 3.1 3.0 2.8 3.1

Findings:
• Brand Image:
Based on the responses from our survey, the weighted average strength of belief of the
five attributes are given on the above chart. In terms of brand image, Sony got the highest
point of 4.2 where Samsung, LG, Panasonic & Walton got 4.0, 3.4, 3.3 & 3.0
respectively. So, Sony can be considered as the clear winner regarding the brand image.
Samsung also got comparatively good mark rather than LG, Panasonic & Walton,

• Price:
Then, if we consider price, most people believe that the performance of Sony really worth the
price as it gets the highest point of 3.9; whereas Samsung, LG, Panasonic & Walton got 3.8,
3.2, 3.3 & 3.1. Samsung also have considerable performance but LG, Panasonic & Walton
have not done that well for their performance over price according to consumer.

• Quality:
In terms of quality features like sound or picture quality, Sony got the highest point of
4.1, Samsung also have a considerable image of providing good quality as it scored 3.7
but LG, Panasonic & Walton got 3.3, 3.3 & 3.0 respectively. So, it can be stated that
people rely mostly on Sony and Samsung for its performance and quality than that of LG,
Panasonic & Walton.

8
 • Technology:
From our survey responses, we figured it out that Sony is being considered as the most
technologically sophisticated brand among the others with the point of 4.0 which is
higher than other four brand. Samsung is in the second position and LG & Panasonic are
in third respectively by getting lower accumulated points in terms of technology features.
But Walton got very poor in it.

• Display Size:
From our survey responses, People mostly responded on the favors for Samsung with the
highest point of 4.2 which is higher than Sony. Then comes Sony with the point of 3.7
which places LG & Panasonic in the third place, because both of these brands got 3.3
point. That means in terms of display size, Walton are being perceived as weak brands
with the point 3.1.

Average weight of strength evaluation: (ei)

Attributes Brand Image Price Quality Technology Display Size

EvaluationSony 4.1 4.0 4.1 4.0 4.0

EvaluationSamsung 4.0 4.0 3.7 3.8 3.8

EvaluationLG 3.5 3.3 3.5 3.5 3.3

EvaluationPanasonic 3.2 3.0 3.1 3.3 3.2
EvaluationWalton 3.0 3.3 3.0 3.0 3.1

Findings:
• Brand Image:
Based on the responses from the evaluation section, we have determined the weighted
average accumulated points for the fiver brands against the five attributes. First of all, we can
see Sony and Samsung have been evaluated highly by consumers for their brand image as
they got 4.1 and 4.0 respectively. LG is being consider after them with the point 3.5

9
 whereas Panasonic & Walton got the lowest point among the fiver in this regard hence
can be said these two have poor brand images.

• Price:
In terms of price attribute, Sony and Samsung are in same position according to consumer
evaluation with the point of 4.0 respectively. Whereas LG, Panasonic & Walton got the
lowest preference in terms of consumer evaluation of performance over price.

• Quality:
For quality attribute, consumers stated that the quality features of Sony is best among the
five brands with 4.1 point. Samsung & LG are also in a better position regarding quality
features. Panasonic & Walton got least responses with the points of 3.1 and 3.0
respectively. This means in terms of quality Sony has a solid image to consumer.

• Technology:
For the technology attribute, the consumers were asked to determine to which extent they
evaluate the existing technological features of the television brands. For this, Sony
emerged as the frontrunners by getting the highest accumulated point of 4.0. Whereas
Samsung got 3.8 LG got 3.5, Panasonic got 3.3 & Walton got 3.0 respectively in this
regard. That means, according to consumers, Walton is not very good in coping up with
the technological changes.

• Display size:
Finally, in terms of display size variety, Sony has been considered as most preferable
with the point 4.0. Then, Samsung got the second place by getting 3.8. then, Pana seem to
be least preferable to consumers according to their evaluation for having varieties in
display size.

10
Based on Multi Attribute Attitude Model:

Bangladeshi consumer’s attitude towards the brand SONY:

ASony = (4.2*4.1) + (3.9*4.0) + (4.1*4.1) + (4.0*4.0) + (3.7*4.0)

= 17.22 + 15.6 + 16.81 + 16.0 + 14.8

=80.43

Bangladeshi consumer’s attitude towards the brand SAMSUNG:

ASamsung = (4.0*4.0 + (3.8*4.0) + (3.7*3.7) + (3.8*3.8) + (4.2*3.8)

=16 + 15.20 + 13.69 + 14.44 + 15.96

=75.29][

Bangladeshi consumer’s attitude towards the brand LG:

ALG = (3.4*3.5) + (3.2*3.3) + (3.3*3.5) + (3.2*3.5) + (3.3*3.3)

=11.90 + 10.56 + 11.55 + 11.2 + 10.89

=56.10

11
Bangladeshi consumer’s attitude towards the brand PANASONIC:

APanasonic = (3.3*3.2) + (3.3*3.0) + (3.3*3.1) + (3.2*3.3) + (3.3*3.2)

=10.56 + 9.90 + 11.69 + 10.23 + 10.56
=52.94

Bangladeshi consumer’s attitude towards the brand WALTON:

AWalton = (3.0*3.0) + (3.1*3.3) + (3.0*3.0) + (2.8*3.0) + (3.1*3.1)

=9.0 + 10.23 + 9.0+8.4+9.61
=46.24

RESULT AMONG DIFFERENT TV BRANDS

90

80

70

60

50

40 80.43
75.29
30
56.1 52.94
46.24
20

10

0
SONY SAMSUNG LG PANASONIC walton

12
Looking at the above bar chart, we can interpret the market structure of each of these brands:

Brand Points Market Structure

SONY 80.43 Market Leader
SAMSUNG 75.29 Market Challenger
LG , PANASONIC & WALTON 56.1, 52.94 & 46.24 Market Follower

The market leader is the firm, brand or product which sells the most quantities, thus, has the
largest amount of revenue or market share amongst the competitors within a market. In this case,
Sony is the market leader, as can be clearly seen in the results. The ratings are all quite high for
Sony, with strong brand image, quality & technology as well.

Closely followed by Sony is Samsung, who is the market challenger. It is exactly below the
market leader but is strong enough to create an impact in the market. The market structure shows
that Samsung is doing quite well and can take control of the market in the near future if it can
create enough pressure. Technically, both Sony and Samsung are competing against each other
and are quite close in ratings.

Finally, the market followers are the firms not leading the market but aim to keep their current
position rather than compete directly which may hamper their own businesses. LG, Panasonic &
Walton are the market followers, with significantly lower scores than others. LG is although
better in terms of the scores than Panasonic & Walton. Hare, Walton being the last one among
the five largest players within the Television market.

13
.SWOT Analysis

STRENGTHS WEAKNESSES
Brand Image Price
Quality Display size
Technology
SWOT of
SONY
OPPORTUNUTIES THREATS
Reasonable pricing Samsung is its close
competitor in terms of
Variation in display size Display Size

STRENGTHS WEAKNESSES

Brand Immage Quality

Price Technology
Display size
SWOT of
SAMSUNG
OPPORTUNITIES THREATS
Improve Quality
SONY
Develop Technology

14
 STRENGTHS WEAKNESSES
Brand Immage Compare to price preformace
is low

SWOT of LG
OPPORTUNUTIES THREATS
Improving Quality Domination of local brand
Variation in display size

STRENGTHS WEAKNESSES
Quality Low brand image
Less value for money

SWOT of
PANASONIC
OPPORTUNUTIES THREATS
variation in Display Size LG
Improving Price
devlope technology

15
 STRENGTHS WEAKNESSES

Price Brand image, Quality

Technology, Display size

SWOT of
WALTON
OPPORTUNUTIES THREATS
Upgrading technology High competiton variation in Display
Size

16
New Product Development:
The first step for any product development is idea generation. For this, first off all we conducted
a quantitative survey of five preferred television brands of consumer. Once we gathered the
responses, we prepared a SWOT analysis to determine the gap, expectations and purchase
behavior of consumers. After getting a clear picture about consumer preference we decided to
come up with a new brand that includes the expected attributes and excludes the shortcomings.

Brand Name:
We have chosen ‘VIBE’ as our brand name for our OLED touch screen television.

Tagline:
The tagline for our brand would be ‘Technology for Innovators’.

Unique Selling Proposition (USP):

Our USP would be providing touchscreen panel with OLED television which would allow
consumer to directly navigate and access through physical touch. It adds an alternative way for
consumers to interact.

Segmentation:
Segmentation includes dividing consumer into different groups on the basis of their
characteristics and features. As discussed earlier, the survey we conducted was very important in
determining the target segment for our new brand. Through our survey we have found that
quality, performance, technology, price and brand image play very important role in consumer
decision making process. These parameters are also taken into consideration while we choose
our segment. As smart television producer, the market segment would be focused on the people
who are technology enthusiasts, who are looking for a new television and who desire to own
updated products for their family and friends. In terms of segmentation type our strategy would
fall into four variables, they are: geographic segmentation, demographic segmentation,
psychographic segmentation and benefit segmentation.

• Geographic Segmentation: We would initially target the consumer of Dhaka and

Chattogram for our product as we our producing high end televisions and focusing on the

17
 consumers with higher income. Therefore, we are targeting the big cities at first and
gradually we would increase our operation throughout the country. Our marketing
campaign would be focused on the consumer of the mentioned cities as well.
• Demographic Segmentation: Television is a source of entertainment which has
significant impact on society and culture. Thus, it falls into demographic segmentation as
we have to analyze the age gender, occupation and income of the consumer for
segmentation purpose. The target segment would be aged between 25 to 45 years old as
these age group is perceived to be more tech savvy and more interested to own such
television. The brand is targeting both male and female consumers in terms of gender
specification. Because of the added features and technologies, the price of the television
would be premium and it would also state the fact that our target customer needs to have
medium to higher level of income with stable occupation.
• Psychographic Segmentation: For our brand, we would identify consumers based on
their interests, activities and preferences. So, lifestyle and social class play significant
roles in terms of decision making process for television purchase. We are targeting upper-
middle class and upper class for our product as it is legitimate to think that people from
these social classes have the capability to own such premium product. Demographic
shifts and changing trends are the reasons for consumers to constantly search for new
products and inventions. As we are introducing touch screen television, it will hugely
influence the lifestyle of our consumer group.
• Behavioral Segmentation: Benefit sought variable under behavioral segmentation deals
with needs and features expected by the consumer. As our television brand offers the
unique feature of touch screen, it would bring forward user friendliness, advanced
functionality, sense of belongingness for the consumers. Apart from that, user status
variable is also relatable here thus, the consumers who spend reasonable time with
television would fall under this category.

18
Target Market:
Having a well-defined target market is necessary to effectively carry out the marketing plan and achieve overall
business objective. For our brand, we are intending to target multi segments by offering various range of
televisions with various display sizes and features. The target market user profile is given below:
• Geographic:
Region: Dhaka & Chattogram
• Demographic:
Age: 25-45
Gender: Male & female
Occupation: Professionals, service holders, businessmen
Consumer Income: Medium to high level of income
Profile • Psychographic:
Social Class: Upper middle to upper class in society
Lifestyle: Trendy, tech savvy, high spending
• Behavioral:
Benefit sought: Consumers who constantly research for new benefits
User status: Regular user

Positioning:
Market positioning refers to the ability that shapes consumer perception regarding a brand.
Creating effective brand positioning is crucial because it creates brand identity or brand image.
Positioning basically means the unique benefit of the product provided by the marketer to the
consumer. Consumers tend to recognize a brand due to its positioning.

We would be targeting our chosen segments by offering different sizes of display, screen
resolutions and functionalities with different price tags in order to satisfy the needs and wants of
different consumers. So, to achieve a stable spot in market our positioning would be, to provide
cutting edge technology and powerful performance through innovative features.

19
Marketing Mix
Product
Vibe will have all the standard features as other television brands to compete with them, such as:

• Display resolution from 1080p to 4K

• OLED panels
• Technological enhancements such as Dolby Vision, Dolby Atmos, etc.
• Size variance from 43 inches to 75 inches
However, people expect these features while paying high prices. The one feature and USP of
Vibe that will stand out is touchscreen panels- consumers will have the ability to interact with
the televisions via touch.

While this may sound that it already exists, no mainstream brand provides this, as of yet. The
ones which are available are commercial “digital displays”, which are not televisions per se, but
those are strictly for commercial uses, like digital signs where consumers can interact in public
places. However, we will be bringing it to the television market, which will surely be able to
attract the attention of many, specially those who are technologically savvy.

Vibe televisions will come with other standards features which are a given, such as TV stand,
wall-mounting capabilities, colors like black and grey, and near borderless design for the prem

Price
Since Vibe is focusing on upper-middle to upper class, pricing will be a combination of
psychological and premium pricing.

As the products will have high production costs, have a unique value proposition- touchscreen,
require a considerable marketing effort, premium pricing is the way to go. Also, psychological
pricing would be used because it gives the consumers a sensation that the price is somewhat
lower, for example, BDT 299,900 instead of BDT 300,000.A few examples of prices of Vibe
televisions are given in the following table.

Product Price
43” FHD Smart TV BDT 68,900
43” 4K Smart TV BDT 85,900
49” 4K Smart TV BDT 1,09,000
75"4K BDT 5,10,000

20
Promotion

The promotion of Vibe will require quite some effort. First, media channels will be used to generate a
buzz that something new and different is coming to shake up the television industry, with a link to
the Vibe social media pages. After gaining some attention, teasers of the touchscreen televisions will
be released so that the target group gets an idea about what is coming, strengthening the buzz.

With a press conference, the products will be launched with all the details and release dates.

Demo units will also be placed in strategic places like Basundhara City, Jamuna Future Park, and
other prominent shopping centers so that people can come and try the touchscreen out themselves,
with the focus being on how it will revolutionize the way people interact with their televisions.

Other than that, Vibe will be emphasizing on word of mouth. Reviews from the users will be
promoted heavily on social media pages so that it can build a trust among the new and potential
consumers.

Since it is a technological product, word of mouth as well as reviews are extremely important.
There are quite a few established YouTube channels who review technological products in
Bangladesh. They will receive the products so that they can provide reviews, as it helps influence
customers while making their purchase decision.

Place

Distribution would be done using indirect channels for Vibe. Since these are premium products,
it will be available in Dhaka and Chittagong, where most of the target group resides. The
products will be available on ecommerce portals like Daraz and Bagdoom. For indirect
strategies, the televisions will be placed in established showrooms with brands like Transcom
Bangladesh, which has one of the highest reaches and established images in Bangladesh. This
way, it will be available to most of the target group.

21
Conclusion
This study is conducted using the Multi Attribute Attitude model to find out the total attitude of
consumers towards televisions in Bangladesh and to see how these are influenced by the total
attributes of the product. This model is applied for five brands of televisions which are widely
consumed in Bangladesh. Five attributes are pretest and then selected as determinants of brand
choice and then a questionnaire was administered among the consumers to find their attitude on
the different brands of Television. The results here state that SONY bears the highest attitude of
consumers and thus is the most popular. SAMSUNG is the second most popular brand, followed
by LG, PANASONIC & WALTON are the lowest popular brand in Bangladesh as per the
opinions of the consumers. Then we prepared the SWOT for each brand to know their strengths
& weaknesses. Based on survey result and swot we come up with a new brand VIBE. We use
existing brand weakness as our strength and also come up with new feature which is touch
screen. Our USP would be providing touchscreen panel with OLED television which would
allow consumer to directly navigate and access through physical touch. Also discuss about
segmentation, target market, positioning & marketing mix for this new brand VIBE. Concept of
consumer attitude is one of the most important concepts in the study of consumer behavior. As
people of a developing country, consumers are very much pricing conscious but simultaneously
they consider the quality of the product. The quality of the product can increase with adding
intrinsic attributes as well as increasing the image of extrinsic attributes. These features and
attributes are important from marketing perspective as they can have different important
influences on the attitudes of the consumers towards a product. With the help of overall attitude
toward the product, marketers can implement appropriate marketing strategies to achieve market
share and thus become a market leader.

22
REFERENCES
1. Garber, J. (2017, April 06). There's a new 'Asian Tiger'. Retrieved from
http://www.businessinsider.com/bangladesh-is-the-new-asian-tiger-2017-4 .

2. Islam, M. Z. (2017, June 15). Samsung opens two appliance plants in Bangladesh.
Retrieved September 2, 2018, from

3. Mirdha, R. U. (2018, March 15). LG, Butterfly to make LED TV locally. Retrieved
September 2, 2018, from https://www.thedailystar.net/business/lg-electronics butterfly-
make-led-tv-television-refrigerators-and-air-conditioners-in-bangladesh 1548484

4. Rahman, R. (2018, May 30). TV sales boom in Bangladesh capital ahead of 2018 Russia
World Cup. Retrieved September 2, 2018, from
https://bdnews24.com/business/2018/05/30/tv-sales-boom-in-bangladesh-capitalahead-of-2018-
russia-world-cup

5. https://en.wikipedia.org/wiki/Sony

6. https://en.wikipedia.org/wiki/Samsung

7. https://en.wikipedia.org/wiki/LG_Corporation

8. https://en.wikipedia.org/wiki/Panasonic

9. https://en.wikipedia.org/wiki/Walton_Group

23
Appendix

24
 NORTH SOUTH UNIVERSITY

Dear Respondents,

We are the current MBA students of North South University from the course named Marketing
Strategy (MKT634). We generate this survey to collect some real data on people’s perception on
purchasing Television (TV). Your response will be kept confidential. The data will be used for
the education purpose only. We assure you that after retrieving the information from your survey
it will be completely destroyed. Your participation is highly appreciated.
Thank you for your precious time.

Sincerely,

(Turn the page and continue)

25
Question 1: What brands come to your mind when you think about purchasing Television (TV)?

Question 2: What features do you think about while purchasing Television (TV)?

26
 SURVEY RESULT OF BRANDS & ATTRIBUTES
(Sample size 25)

Television brand recalled by the respondents:

BRANDS NUMBER OF RESPONSE

SONY 17
LG 14
SAMSUNG 15
WALTON 12
PENASONIC 10
TOSHIBA 5
BUTTERFLY 1
MINISTER 1
MY ONE 3

Attribute Recalled By The Respondents:

Attributes No. of Response Attributes No. of Response

Price/cost 15 Brand 15
Picture quality 11 Size 12
Smart technology 9 Design 1
3D 3 sound 3
4K 2 graphics 2
Resale value 1 connectivity 1
Monitor stylish 1

27
 NORTH SOUTH UNIVERSITY

Dear Respondents,

We are the current MBA students of North South University from the course named Marketing
Strategy (MKT634). We generate this survey to collect some real data on people’s perception on
purchasing Television (TV). Your response will be kept confidential. The data will be used for
the education purpose only. We assure you that after retrieving the information from your survey
it will be completely destroyed. Your participation is highly appreciated.
Thank you for your precious time.

Sincerely,

(Turn the page and continue)

28
 For each of the questions below, the response that best characterizes how you feel about the statement,
where 1=Strongly Disagree, 2=Disagree, 3= Neutral, 4=Agree, 5= Strongly Agree Please answer
the following questions: Put a tick at your preferred box

1. I strongly believe that image of SONY is very strong.

Strongly Agree Agree Neutral Disagree Strongly Disagree
5 4 3 2 1

2. I strongly believe that the performance of SONY is worth the price.

Strongly Agree Agree Neutral Disagree Strongly Disagree
5 4 3 2 1

3. I strongly believe that the quality of SONY is better.

Strongly Agree Agree Neutral Disagree Strongly Disagree
5 4 3 2 1

4. I strongly believe that SONY has better technology.

Strongly Agree Agree Neutral Disagree Strongly Disagree
5 4 3 2 1

5. I strongly believe that SONY has varieties in terms of display size.

Strongly Agree Agree Neutral Disagree Strongly Disagree
5 4 3 2 1

6. I strongly believe that image of SAMSUNG is very strong.

Strongly Agree Agree Neutral Disagree Strongly Disagree
5 4 3 2 1

7. I strongly believe that the performance of SAMSUNG is worth the price.

Strongly Agree Agree Neutral Disagree Strongly Disagree
5 4 3 2 1

8. I strongly believe that the quality of SAMSUNG is better.

Strongly Agree Agree Neutral Disagree Strongly Disagree
5 4 3 2 1

9. I strongly believe that SAMSUNG has better technology.

Strongly Agree Agree Neutral Disagree Strongly Disagree
5 4 3 2 1

29
10.I strongly believe that SAMSUNG has varieties in terms of display size.
Strongly Agree Agree Neutral Disagree Strongly Disagree
5 4 3 2 1

11.I strongly believe that image of LG is very strong.

Strongly Agree Agree Neutral Disagree Strongly Disagree
5 4 3 2 1

12.I strongly believe that the performance of LG is worth the price.

Strongly Agree Agree Neutral Disagree Strongly Disagree
5 4 3 2 1

13.I strongly believe that the quality of LG is better.

Strongly Agree Agree Neutral Disagree Strongly Disagree
5 4 3 2 1

14.I strongly believe that LG has better technology.

Strongly Agree Agree Neutral Disagree Strongly Disagree
5 4 3 2 1

15.I strongly believe that LG has varieties in terms of display size.

Strongly Agree Agree Neutral Disagree Strongly Disagree
5 4 3 2 1

16.I strongly believe that image of PANASONIC is very strong.

Strongly Agree Agree Neutral Disagree Strongly Disagree
5 4 3 2 1

17.I strongly believe that the performance of PANASONIC is worth the price.
Strongly Agree Agree Neutral Disagree Strongly Disagree
5 4 3 2 1

18.I strongly believe that the quality of PANASONIC is better.

Strongly Agree Agree Neutral Disagree Strongly Disagree
5 4 3 2 1

30
19.I strongly believe that PANASONIC has batter technology.
Strongly Agree Agree Neutral Disagree Strongly Disagree
5 4 3 2 1

20.I strongly believe that PANASONIC has varieties in terms of display size.
Strongly Agree Agree Neutral Disagree Strongly Disagree
5 4 3 2 1

21.I strongly believe that image of WALTON is very strong.

Strongly Agree Agree Neutral Disagree Strongly Disagree
5 4 3 2 1

22.I strongly believe that the performance of WALTON is worth the price.
Strongly Agree Agree Neutral Disagree Strongly Disagree
5 4 3 2 1

23.I strongly believe that the quality of WALTON is better.

Strongly Agree Agree Neutral Disagree Strongly Disagree
5 4 3 2 1

24.I strongly believe that WALTON has batter technology.

Strongly Agree Agree Neutral Disagree Strongly Disagree
5 4 3 2 1

25.I strongly believe that WALTON has varieties in terms of display size.
Strongly Agree Agree Neutral Disagree Strongly Disagree
5 4 3 2 1

26.Brand image of SONY is strong.

Strongly Agree Agree Neutral Disagree Strongly Disagree
5 4 3 2 1

27.Performance of SONY is price worthy.

Strongly Agree Agree Neutral Disagree Strongly Disagree
5 4 3 2 1

31
28. The quality of SONY is better.
Strongly Agree Agree Neutral Disagree Strongly Disagree
5 4 3 2 1

29. SONY has better technology.

Strongly Agree Agree Neutral Disagree Strongly Disagree
5 4 3 2 1

30. SONY has varieties in terms of display size.

Strongly Agree Agree Neutral Disagree Strongly Disagree
5 4 3 2 1

31. Brand image of SAMSUNG is strong.

Strongly Agree Agree Neutral Disagree Strongly Disagree
5 4 3 2 1

32. Performance of SAMSUNG is price worthy.

Strongly Agree Agree Neutral Disagree Strongly Disagree
5 4 3 2 1

33. The quality of SAMSUNG is better.

Strongly Agree Agree Neutral Disagree Strongly Disagree
5 4 3 2 1

34. SAMSUNG has better technology.

Strongly Agree Agree Neutral Disagree Strongly Disagree
5 4 3 2 1

35. SAMSUNG has varieties in terms of display size.

Strongly Agree Agree Neutral Disagree Strongly Disagree
5 4 3 2 1

36. Brand image of LG is strong.

Strongly Agree Agree Neutral Disagree Strongly Disagree
5 4 3 2 1

32
37. Performance of LG is price worthy.
Strongly Agree Agree Neutral Disagree Strongly Disagree
5 4 3 2 1

38. The quality of LG is better.

Strongly Agree Agree Neutral Disagree Strongly Disagree
5 4 3 2 1

39. LG has better technology.

Strongly Agree Agree Neutral Disagree Strongly Disagree
5 4 3 2 1

40. LG has varieties in terms of display size.

Strongly Agree Agree Neutral Disagree Strongly Disagree
5 4 3 2 1

41. Brand image of PANASONIC is strong.

Strongly Agree Agree Neutral Disagree Strongly Disagree
5 4 3 2 1

42. Performance of PANASONIC is price worthy.

Strongly Agree Agree Neutral Disagree Strongly Disagree
5 4 3 2 1

43. The quality of PANASONIC is better.

Strongly Agree Agree Neutral Disagree Strongly Disagree
5 4 3 2 1

44. PANASONIC has batter technology.

Strongly Agree Agree Neutral Disagree Strongly Disagree
5 4 3 2 1

45. PANASONIC has varieties in terms of display size.

Strongly Agree Agree Neutral Disagree Strongly Disagree
5 4 3 2 1

33
46. Brand image of WALTON is strong.
Strongly Agree Agree Neutral Disagree Strongly Disagree
5 4 3 2 1

47. Performance of WALTON is price worthy.

Strongly Agree Agree Neutral Disagree Strongly Disagree
5 4 3 2 1

48. The quality of WALTON is better.

Strongly Agree Agree Neutral Disagree Strongly Disagree
5 4 3 2 1

49. WALTON has batter technology.

Strongly Agree Agree Neutral Disagree Strongly Disagree
5 4 3 2 1

50. WALTON has varieties in terms of display size.

Strongly Agree Agree Neutral Disagree Strongly Disagree
5 4 3 2 1

..…Thank You…..

34