Product Life Cycle

Color Television in India

Previously
‡ Sept 1959, first television broadcast in India from New Delhi. ‡ The expansion of
the coverage propelled the growth of Indian TV manufacturing Industry. ‡ After
1969, government issued licenses for manufacturing
± Small scale companies

‡ By 1975, 0.35m households had TV ‡ Also, the TV industry grew by almost 40%
annually for the years 1971-1981.
± Market Share of TV in Consumer Electronics went up from 11% to 62%
Introduction(1982-84)
‡ The first ever experimental color TV broadcast was on December 1979.
± Indian Trade Fair

‡ The first color TV Broadcast on a national channel started in August 15, 1982.
± Independence Day Broadcast

‡ In 1982, 22 firms were given permission to start manufacture from imported kits
± One time exception for Asian Games

‡ In January 1984, the first indigenously manufactured Color Television was

released.
Growth & Maturity
‡ Growth (1984-86)
± The industry was steadily growing for Colored TV ± Was dominated by the B/W TVs ±
A lot of small manufactures were there
‡ Assembly kits

± Import duty at 240%

‡ Maturity (1986-89)
± A lot of competition ± Technology upgrades for the components ± Policy was such
that large players had become stronger.
Decline & Re-introduction
‡ Decline (1989 -91)
± Penetration in rural areas was low ± Urban segment dominated the market ±
Components demand-supply gap was increasing

‡ Re-introduction (1991 to 1994)

± Market became open to MNCs Samsung etc. ± Added a lot of features to the products
± Prices became lower
Growth & Maturity
‡ Growth (1995-1999)
± ± ± ± ± Demand increased manifold Aggressive marketing Increased competition
between MNCs and local players Prices were decreasing Flat Screen TVs were
introduced

‡ Maturity (2000- 2004)

± Markets for FCTV consolidated and new innovations were being done. ± Market was
saturating
‡ Households were now upgrading to bigger sizes and better features

± Brand Loyalty was low as now benefit for being loyal ± Comparative Pricing
Decline & Reintroduction
‡ Decline (2005 Present)
± The CTV sales are decreasing

‡ Introduction (2004-2006)
± LCD TV and Plasma TV were introduced ± Initially was highly priced ± Available in
large sizes only
Growth (2006 Present)
‡ LCD TV
± The sales have been increasing drastically ± Prices are coming down

‡ Plasma TV
± The sales have increased by a small margin ± Prices are still high for mass
consumer appeal
Introduction (2010- Present)
‡ HD TV have been introduced ‡ Many DTH providers are now offering the HD TV
features ‡ The major players are creating awareness about the product
Sony: Doing What Others Don t
Brand Identity
INNOVATION:
‡ All BRAVIA HDTVs designed to meet or exceed Energy Star Specifications ‡
Innovative technology that self adjusts backlight to save power ‡ Light Sensors
automatically adjust brightness of screen to maximize viewing quality and minimize
energy consumption ‡ Presence Sensor that turns off the backlight when no motion in
room is detected
Brand Identity
Design ‡ Building high performance,
distinctive Sony-flair ‡ BRAVIA ZX1
lightest 40V- format LCD TV at 12.2
Wireless functionality- flexibility
iF Design Awards including 4 gold
easy-to-use and beautiful products with a
series, Ultra Thin Televisions , world s
kg and slimmest measuring a mere 9.9mm ‡
when placing TV in any interior ‡ Won 20 2011
Brand Personality
‡ Titled Walkman has landed strategically communicated the lifestyle attributes of
Sony Walkman to Gen Y ‡ Based on personal freedom, independence, imagination and
creativity in a way that appealed to new techno-savy, style conscious consumers who
favor digital downloading ‡ Featured an alien character who is diverse and knows
how to have fun
Brand Communication
Advertising: ‡ Through TV advertisements: Featured Kareena kapoor in its Go Vivid
Campaign to promote VAIO laptops and computers, Deepika Padukone for the Superzoom
campaign to promote Cyber Shot range of digital cameras ‡ Targeting favorable TV
programs like sports ‡ Through Newspaper ‡ Direct Response Advertising Promotion: ‡
Through Sony cards and Play station Card ‡ Discount Coupon Program
Brand Image
‡ Sony is not differentiated enough to compete on the level of Apple. So people buy
its competitor Samsung and LG, which makes product that looks about the same and is
perhaps not of equal quality, but good enough
Growth Strategy
‡ ‡ ‡ ‡ ‡ ‡ Sales Channel Expansion Service Operation Enhancement Aggressive brand
promotion Introduction of an innovative product line up India among the top 10
priority markets Aim to attain No. 1 position in terms of market share, brand value
and customer satisfaction in the Indian Market
VALS 2 Profiling
TV Industry
VALS 2
Serial Segment 1 2 3 4 5 6 7 8 Innovators Thinkers Achievers Experiencers Believers
Strivers Makers Survivors Population 8% 11% 13% 12% 16% 13% 13% 14% Views About TV
Light TV viewers Educational and Public Affairs Programmes Average TV watchers
Almost nil, busy socializing Watch TV more than average Prefer TV to reading Listen
to radio Watch TV often
Sony Corporation
Marketing Plan
Product
‡ Sony India has segmented its television & projector portfolio as :
± Sony Bravia LCD TV ± Public display Panel ± Projector ± TV Accessories.
Product