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, easy-to-use and beautiful products with a distinctive Sony-flair BRAVIA ZX1 series, Ultra Thin Televisions , world s lightest 40V- format LCD TV at 12.2 kg and slimmest measuring a mere 9.9mm Wireless functionality- flexibility when placing TV in any interior Won 20 2011 iF Design Awards including 4 gold

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