Project report on EFFECTIVENESS OF MARKETING STRATEGY FOR LCD TELEVISION (A CASE STUDY OF MIRC ELECTRONICS, “ONIDA”) Submitted to University of Rajasthan In partial fulfillment of Paper VI of Part III for degree of Bachelors of Business Administration (B.B.A)
Supervised by
Submitted by
Dr. Anju Gupta
Barkha Agarwal
Head of department (Business Administration)
BBA Part III
2010-2011 S.S. JAIN SUBODH P.G. MAHILA MAHAVIDHAYALAYA
RAMBAGH CIRCLE, JAIPUR
CERTIFICATE
This is to certify that the project report entitled “EFFECTIVENESS
OF
MARKETING
STRATEGY FOR LCD TELEVISION” has been written by Miss BARKHA AGARWAL, a student of BB BBA A Pa Part rt II III, I, se sess ssio ion n 20 2010 10--20 2011 11 un unde derr my super sup ervi visi sion on an and d su subm bmit itte ted d fo forr th thee aw awar ard d of th thee degree of BBA to University of Rajasthan, Jaipur.
Date: Dr. Anju Gupta
Head of Department (Business Administration)
DECLARATION
I, BARKHA AGARWAL, Roll no. __________, Student
of
BBA
(Bachelors
Of
Business
Administration), Part III from S.S.Jain P.G. Mahila
Subodh
Mahavidhayalaya, Jaipur hereby
declares that project report on “EFFECTIVENESS OF
MARKETING
STRATEGY
FOR
LCD
TELEVISION” is an original and authenticated work done by me.
BARKHA AGARWAL B.B.A Part III Enroll No.:
ACKNOWLEDGEMENT I, BARKHA AGARWAL, Student of BBA, Part III from
S.S.JAIN
SUBODH
P.G.
MAHILA
MAHAVIDHAYALAYA, JAIPUR would like to thanks all those who had put their whole efforts and helped me in completing this project. At first, I would like to thank Mr. Mayank Saxena, Sales Manager at ONIDA, who has given his full support and helped me in preparing the report. I would like to give special thanks to our Principal Dr. Kaushalya Bhandari. My deep and whole hearted thanks to Dr. ANJU GUPTA for providing me valuable guidance and encouragement. A big thanks to my parents and my sister, without their support completion of project was a difficult task for me. I also thank my cousin “Milan Agarwal” for his efforts for helping me in typing this work. At last my deep hearted gratitude for my friends for being there with me throughout the working of the project.
BARKHA AGARWAL
PREFACE
In today’s competitive era, exposure to real life situation, existing in corporate world, is very much needed to develop managerial skills and success in management career. For achieving positive and concrete results, along with theoretical concepts and knowledge practical training is must.
I took training in ONIDA located in Jaipur (Rajasthan). It was my fortune to get training in high reputed company and in a very healthy atmosphere. This report is the result of six weeks of my summer training in ONIDA, as a part of BBA III year. The subject of my report is “EFFECTIVENESS OF MARKETING STRATEGY FOR LCD”.
INDEX Serial no.
Particulars
Page no.
1
List of tables
2
List of graphs
3
Executive summary
4
Chapter-1 Introduction
5
Chapter-2 Introduction to organization 2.1 Review literature 2.2 Product Line
6
Chapter-3 ONIDA
Marketing
strategy
7
Chapter-4 Competitors of ONIDA
8
Chapter-5 Research And Analysis
9
Annexure
of
LIST OF TABLES
Serial no.
TITLE
1
1.4 Comparison between CRT and LCD
2
2.1.7 Share market position of ONIDA
3
2.1.8 Journey and Achievement
4
4.3
Comparison
Page no.
of
ONIDA
and
SAMSUNG 5
4.4 Comparison of ONIDA and SONY
LIST OF GRAPHS
Serial no. Title
1
Role of size
2
Most preferred size
3
Space for LCD
4
Most preferred resolution
5
Preference for contrast ratio
6
Importance of motion response time
7
Importance of connectors
8
Importance of price
9
Affect of power consumption
10
Need for prior information
11
Brand preference
12
Sound preferred
Page no.
EXECUTIVE SUMMARY
Rapid Rapi d ec econ onom omic ic gro growt wth h ha hass re revo volu luti tion oniz ized ed the In India dian n el elec ectr tron onic ic industry. Among the range of electronic products, television remains the most popular popul ar product product among consumers. consumers. India is rapidly rapidly emerging emerging as a key playerr both as a consum playe consumer er and as a manuf manufactu acturer. rer. This trend is set to drive the global g lobal TELEVISION TELEVISION industry. Recently, the Indian TELEVISION industry has witnessed a rapid shift in trend from the standard Cathode Ray Tube (CRT) technology to the Liquid Crystal Display (LCD) technology. According to the repo re port rt,, ov over er th thee la last st tw two o ye year arss th thee co cost st of li liqu quid id cr crys ysta tall di disp spla lay y technology has reduced by 30%. Such reduced prices have contributed to the increased sales of LCD televisions across India. The resea earrch report covers a number of ke key y top opiics su succh as LCDTE LCD TELE LEVI VISIO SION N mar market ket ove overvi rview, ew, Ind Indian ian tel televi evision sion indu industr stry, y, brands,, pric brands prices, es, comp competitiv etitivee landsc landscape, ape, rural India and changi changing ng consumer behavior. The report mentions the number of television companies such as ONIDA, VIDEOCON, SONY, LG and SAMSUNG. The main reason of choosing this topic is to make analysis of different brands,, in respe brands respect ct of consum consumer er pref preferenc erencee i.e.i.e.-size, size, spac space, e, resol resolution, ution, contrast ratio, motion response time, price, electronic consumption, and an d obv obvio ious us to fi find nd the mo most st pr pref efer erre red d br bran and d by co consu nsume mers rs,, To compare our company product to that company’s product. That will help my company to adopt changes, if required.
The research is made by taking interview of some customers who are either the customer of LCD TELEVISION or willing to buy LCD TELEVISION and they had made visit to showrooms for enquiry about LCD TELEVISION. After knowing their preferences I have compared the feature preferred by customers is present in ONIDA or not and also compared these feature to mot preferred brand which customer have suggested. At last, I have found that all company including ONIDA is offering same product with approximately same feature, only the difference is the Marketing Strategy, and availability of the t he product.
CHAPTER -1
INTRODUCTION
1.1 Television Industry 1.2 LCD Television Industries 1.3 History of LCD Televisions 1.4 Comparison of CRT and LCD
CHAPTER -1 INTRODUCTION 1.1 TELEVISION INDUSTRY
Color television refers to the technology and practices associated with television's transmission of moving images in color. In its most basic form, a color broadcast can be created by broadcasting three monochrome images, one each in the three colors of red, green and blue (RGB). When displayed in fast succession, these colors will blend together to produce a single color as seen by the viewer. One of the great technical challenges of introducing color broadcasting was the desire to reduce the high bandwidth, three times that
of
the
existing black-and-white (B&W)
standards,
into
something more acceptable that would not use up most of the available radio
spectrum.
After
considerable
research,
the NTSC introduced a system that encoded the color information separately from the brightness, and greatly reduced the resolution of the color information in order to conserve bandwidth. The brightness image remained compatible with existing B&W television sets, at slightly reduced resolution, while color televisions could decode the extra information in the signal and produce a limited-color display.
The higher resolution B&W and lower resolution color images combine in the eye to produce a seemingly high resolution color image. The NTSC standard represents a major technical achievement. Although introduced in the U.S. in the 1950s, only a few years after black and white televisions had been standardized there, high prices and lack of broadcast material greatly slowed its acceptance in the marketplace. It was not until the late 1960s that color sets started selling in large numbers, due in some part to the introduction of GE's Porta-Color set in 1966. By the 1970s color sets had become standard, with all-color broadcasts becoming common. Color broadcasting in Europe was not standardized on the PAL format until the 1960s, and broadcasts did not start until 1967. By this point many of the technical problems in the early sets had been worked out, and the spread of color sets in Europe was fairly rapid. Most major markets in North America and Europe were all color by the mid-1970s, and by the 1980s B&W sets had been pushed into niche markets, notably low power uses, small portable sets, or use as monitor screens in lowercost consumer equipment and in the television industry.
1.2 LCD TELEVISION INDUSTRY
LCD televisions produced a black and colored image by selectively filtering a white light. The light is typically provided by a series of cold cathode fluorescent lamps (CCFLs) at the back of the screen, although some displays use white or colored LEDs instead. Millions of individual LCD shutters arranged in a grid, open and close to allow a metered amount of the white light through. Each shutter is paired with a colored filter to remove all but the red, green or blue (RGB) portion of the light from the original white source. Each shutter–filter pair forms a single sub-pixel . The sub-pixels are so small that when the display is viewed from even a short distance, the individual colors blend together to produce a single spot of color, a pixel . The shade of color is controlled by changing the relative intensity of the light passing through the sub-pixels. Liquid crystals encompass a wide range of (typically) rod-shaped
polymers that naturally form into thin layers, as opposed to the more random alignment of a normal liquid . Some of these, the nematic liquid crystals, also show an alignment effect between the layers. The
particular direction of the alignment of a pneumatic liquid crystal can be set by placing it in contact with an alignment layer or director , which is essentially a material with microscopic grooves in it. When placed on a director, the layer in contact will align itself with the grooves, and the layers above will subsequently align themselves with
the layers below, the bulk material taking on the director's alignment. In the case of an LCD, this effect is utilized by using two directors arranged at right angles and placed close together with the liquid crystal between them. This forces the layers to align themselves in two directions, creating a twisted structure with each layer aligned at a slightly different angle to the ones on either side. LCD shutters consist of a stack of three primary elements. On the bottom and top of the shutter are polarizer plates set at (typically) right angles. Normally light cannot travel through a pair of polarizer arranged in this fashion, and the display would be black. The polarizer also carries the directors to create the twisted structure aligned with the polarizer on either side. As the light flows out of the rear polarizer, it will naturally follow the liquid crystal's twist, exiting the front of the liquid crystal having been rotated through the correct angle that allows it to pass through the front polarizer. LCDs are normally transparent. To turn a shutter off, an electrical voltage is applied across it from front to back. When this happens, the rod-shaped molecules align themselves with the electric field instead of the directors, destroying the twisted structure. The light no longer changes polarization as it flows through the liquid crystal, and can no longer pass through the front polarizer. By controlling the voltage applied across the crystal, the amount of remaining twist can be finely selected. This allows the
transparency or opacity of the shutter to be accurately controlled. In order to improve switching time, the cells are placed under pressure, which increases the force to re-align themselves with the directors when the field is turned off. Several other variations and modifications have been used in order to improve performance in certain applications. In-Plane Switching displays (IPS and S-IPS) offer wider viewing angles and better color reproduction, but are more difficult to construct and have slightly slower response times. IPS displays are used primarily for computer monitors. Vertical Alignment (VA, S-PVA and MVA) offer
higher contrast ratios and good response times, but suffer from color shifting when viewed from the side. In general, all of these displays work in a similar fashion by controlling the polarization of the light source.
1.3 HISTORY OF LCD TELEVISION
Passive matrix LCDs first became common in the 1980s for various portable computer roles. At the time they competed with plasma displays in the same market space. The LCDs had very slow refresh rates that blurred the screen even with scrolling text, but their light weight and low cost were major benefits. Screens using reflective LCDs required no internal light source, making them particularly well suited to laptop computers. Refresh rates were far too slow to be useful for television, but at the time there was no pressing need for new television technologies. Resolutions were limited to standard definition, although a number of technologies were pushing displays towards the limits of that standard;
Super
VHS offered
improved
color
saturation,
and DVDs added higher resolutions as well. Even with these advances, screen sizes over 30" were rare as these formats would start to appear blocky at normal seating distances when viewed on larger screens. Projection systems were generally limited to situations where the image had to be viewed by a larger audience. Nevertheless, some experimentation with LCD televisions took place during this period. In 1988, Sharp Corporation introduced the first commercial LCD television, a 14" model. These were offered
primarily as boutique items for discerning customers, and were not aimed at the general market. At the same time, plasma displays could easily offer the performance needed to make a high quality display, but suffered from low brightness and very high power consumption. However, a series of advances led to plasma displays outpacing LCDs in performance improvements, starting with Fujitsu's improved construction techniques in 1979, Hitachi's improved phosphors in 1984, and AT&T’s elimination of the black areas between the sub pixels in the mid-1980s. By the late 1980s, plasma displays were far in advance of LCD
1.4 COMPARISION OF LCD V/S CRT MONITORS
Characteristics LCD Displays
Produces Brightness
Power Consumption
very
CRT Monitors
bright
Fairly bright, but not as images due to high peak bright as LCDs. intensity. Consume less than 1/3 Use the
power
of
comparable CRT.
more
power
and
a produce more heat than a comparable LCD.
Take up about 40% less Larger, weigh more and Physical Aspects desk space. LCDs are take up more space than thin and compact.
an LCD. Older
CRTs
rounded Screen Shape
Completely flat screen.
have
spherical
a or
cylindrical shape screen whereas
newer
CRTs
have a flat screen. Sharpness
At the native resolution, Normally
sharper
than
the image is perfectly LCDs Sharpness can be sharp.
reduced by images with
softer edges, flawed focus and color registration. In rare instances 1 or 2 Can have many weak or dark phosphor dots, which stuck pixels, which are are
hard
permanently on or off. Aperture Bad Pixels
Some
pixels
may
to
detect.
grille
tubes
be generally have 2 very thin
improperly connected to wires that are sometimes adjoining pixels, rows or noticeable. Bothers some columns.
people but most don't notice.
Aspect Ratio
The
aspect
and Easily
resolution are fixed. Lower
Contrast
ratio
contrast
any
preferred aspect ratio. than Produce
the
highest
CRTs due to a poor contrast levels commonly black-level.
Cost
duplicates
Considerably
available. more Less
expensive
than
expensive purchase price comparable displays using than comparable CRTs. other
display
(Cheaper lifetime cost: technologies. CRTs can lasts
about
13,000
- save you more than 50%
15,000 more hours than a typical CRT.) Motion Artifacts Slow response times Resolution
Viewing Angle
Works best at the native
on the purchase price. Fast response times Will operate at any
resolution.
resolution
Restricted
viewing Viewable
angles.
every angle.
from
almost
CHAPTER -2
INTRODUCTION TO THE ORGANISATION 2.1 Review literature 2.1.1 Background 2.1.2 Promoters and board of directors 2.1.3 Aim and establishment 2.1.4 Vision and mission 2.1.5 Manufacturing plant 2.1.6 Stock market position of ONIDA 2.1.7 Journey and achievement
2.2 Product line
2.2.1 Washing machine, AC’s, DVD, Microwave oven, Mobiles. 2.2.2 ONIDA’s LCD
CHAPTER 2 INTRODUCTION TO THE ORGANISATION
ONIDA is basically known for durable goods. ONIDA is one of India’s leading electronic brands, established as MIRC Electronics in1981. It evolved as a multi product company. ONIDA achieved a 100% growth in AC’S and microwave ovens and 40% growth in washing machines last year. ONIDA came out with the famous caption “Neighbors envy, Owners pride”, another popular theme of the ads was a devil complete with horns and tail. The devil was replaced by a married couple-Siddhartha and Ritu. ONIDA is popular electronics brand in India. ONIDA has a network of 33 branch offices, 208 Customer Relation Centers and 41 depots spread across India. As on 31 st march 2005, ONIDA had a market capitalization of Rs.301.46 crore. MIRC electronics won an “Award for Excellence in electronics” in 1999, from the ministry of Information Technology, Government of India. ONIDA with its Sales & Marketing office in Dubai reported a 215 per cent export growth in two years, setting the base for an increased robust international presence.
The shipments to the Gulf contribute almost 65 per cent of Onida’s export revenue, while shipments to the fast growing East African market mar ket (Ug (Ugand anda, a, Tan Tanzan zania, ia, Ken Kenya ya and Eth Ethiop iopia) ia) and the SAA SAARC RC countries accounted for 16 per cent of export revenues. Home Ho me Th Thea eatr tres es an and d DV DVD D pl play ayer erss ha have ve bee been n int intro roduc duced ed in the these se markets to strengthen the ONIDA brand presence. These products have customized models with local language user interfaces in line with its geographies of focus. ONIDA models are now available in Arabia, Persia and Russia. In addition to the Gulf countries ONIDA has now a sizeable presence in Russia, Ukraine and neighboring CIS countries. ONIDA has already crossed 100000 marks in TELEVISION exports to Russia in a span of just 2 years and plans plans to grow in these these markets markets at a much faste fasterr pace. pace. Apart from Television Exports to Russia, ONIDA also exports DVD Players and High end LCD Televisions
2.1 REVIEW LITERATURE
2.1.1 BACKGROUND OF THE COMPANY
ONIDA was started by G.L.Mirchandani and Vijay Mansukhani in 1981 in Mumbai. In 1982, ONIDA started assembling television sets at their factory in Adhere, Mumbai. Since then, ONIDA has evolved into a multi-product company in the consumer durables and appliances sector. It was established as “MIRC ELECTRONICS”. Under this they have two brands1. ONIDA
2. IGO
ONIDA brand is to cate caterr for for upper upper and middle middle class famil families ies while IGO caters for lower class families.
Under the brand ONIDA“MIRC ELECTRONICS” is giving different products. produ cts. Under the brand of IGO “MIRC ELECTRONICS” is giving only one product produ ct i.e. i.e. Televis Television. ion.
2.1.2 PROMOTERS OF COMPANY
ONIDA came out with the famous caption “Neighbor’s Envy, Owners Pride”, another popular theme of the ad’s was a devil complete with horns and tail. The devil was replaced by a married couple- Siddhath and Ritu. ONIDA also sponsored ASIA CUP cricket held in Sri-Lanka.
BOARD OF DIRECTORS
Mr. G.L.Mirchandani Mr. Vijay Mansukhani Mr. Manoj Maheshwari Mr. Vimal Bhandari Mr. Ranjan Kapur
2.1.3 AIM & ESTABLISHMENT OF THE COMPANY It all began with just a vision. In the year of 1981, Mr. GL Mirchandani and Mr. Vijay Mansukhani started a company called ONIDA with just a goal of manufacturing television sets and going beyond convention. By the end of that year, we started assembling television sets at our factory in Andheri, Mumbai. With the passage of time, superior products and the combination of a distinctive voice, a cutting-edge advertising strategy, and purposeful marketing ensured that ONIDA became a household name.
2.1.4 OUR VISION To build a brand around substance. To communicate simple truths that customers understand. To become a leader in our chosen field and become a globally recognized, prestigious company through synergistic businesses investment, differentiation through innovation, passion through empowerment, cost through economies of scale and world class systems and procedures that bring in a sense of delight to our stakeholders.
OUR MISSION To benefit society at large through Innovation, Quality, Productivity, Human Development and Growth, and to generate sustained surpluses, always striving for excellence, within the framework of law and in nothing but the truth in which we base our every action.
THINKING OF YOUR SMILES. THINKING OF QUALITY Quality for us isn’t just a norm; it’s a way of life. We realized that we have to accept and increase our levels of quality at every single stage even before the product is designed, even after the product is sold; only then do we believe that it’s been worthwhile. So we treat quality as relentless pursuit for perfection, by being a stickler towards non-conformism and raising the bar. Finally only after there’s a smile of satisfaction that appears on your face, there’s one on ours as well.
TO GIVE ATTENTION TO YOU, WE GIVE ATTENTION TO EVERY DETAIL.
Before we start work on our quality, we look at what is it that others are lacking. We then disassemble the unit and work backwards, trying to figure out how we can make it better. Because we believe that the quality of any product is a result of good product design, good raw material and components and world-class production process. Any new product designed by ONIDAR&D goes through a set of stringent quality test. But it’s not just products but also their performance and at the same time adhering to tests and checks globally as well as locally. To name a few, we do the following tests: Dry Heat Test at 55oC,
Cold Test at -10oC, Humidity Test at 95% Relative Humidity, 1000 hours at 40oC, Bump, vibration and drop tests. Voltage tests. We even ensure high standards of quality on all critical components like tuners, PCBs and loudspeakers are produced in house or procured from group companies. All vendors have to ensure that above the industry norms, they also meet the ONIDAStandard. No products get dispatched without the QA clearance.
QUALITY. ALL THE WAY. Our quality standards don’t just end when the products leave the shop floor but continue even after the product is sold. All customer complaints are handled by a team of service personnel stationed all over India. In fact, there is a weekly interaction between Service, Marketing, R&D, Engineering and Quality to address all Field related quality issues. And what’s more, we have one of the lowest Field Failure Rate in the Consumer Electronics and Appliance segment in India. On our pursuit of
excellence in quality, we have traveled from Quality Circle, Total Quality Management to Six Sigma Methodology. Non-conformance that used to be measured in percentages previously is currently
measured in Parts per Million (PPM). Apart from ISO 9001 QMS certification, we are also certified for ISO 14001, Environmental Management System...
2.1.5 MANUFACTURING PLANT
Onida’s principal assembly operations are conducted in a state-of-theart plant at Wada, 80 kms from Mumbai. The plant in Delhi caters to the production requirements for the Northern region. They have network of 33 branch offices, 208 Customer Relation Center’s and 41 depots across India ensuring that ONIDA products are available on retail shelves. At ONIDA, they recognize that “we can strengthen our competitive edge if we produce as much as possible from a given capacity at the lowest possible cost”. ONIDA says they reduce the time it takes for a single color television to be produced from 20 seconds to 12 seconds and increased the capacity from 0.5 million to 1.2 million sets during the year under review.
In 2002-03 using the existing infrastructure, a decisive step forward was taken by entering into the manufacture of washing machines and air conditioners at the Wada factory.
2.1.7 JOURNEYS AND ACHIEVEMENTS
1981
MIRC Electronics Pvt. Ltd. was established
1982
CTV production started at Nand Bhavan, Mumbai
1983
Technical collaboration with JVC, Japan for CTV
1985
Established in-house R&D wing
1986
Production expanded and moved to a new factory at Kalina
1987
Moved to our own factory building "ONIDAHOUSE” Iwai, Speaker plant commences its operation
1990
Tuner plant commences operation
1991
Akasaka, PCB plant commences its operation New CTV manufacturing plant at Vasai commences operations
1992
Crossed 1 million CTV sales
1994
Moved to a fully automated Plant of 600K CTV per year at Wada
1994
Moved to a fully automated Plant of 600K CTV per year at Wada
1995
ISO 9001 certification obtained from BVQI
1998
Award for excellence in electronics by ministry of IT
1999
First in India to develop Internet enabled CTV
2000
Launched the KY Thunder, Profile Series
2001
AV Max award for best CTV Launched ONIDABlack, flat CTV range Multimedia projectors launched Commenced project to expand CTV capacity to 1 million
2002
Completed plant expansion project to increase capacity from 600K CTVs to 1.2 million CTV's per year. Launched 'KY Theatre' with circle surround sound, the first complete Home Theatre package Launch of 'Igo'- the economy brand Launched VCD player
2003
Launched world's first LCD remote 'i-Control’ Launched Air-conditioners Launched Rear Projection TV, Plasma TV & DVD Players Launched Fully Automatic front loading Washing Machines A MIRC product is getting sold every 27 seconds Operations started in Russia
2004
Launch of the 'Oxygen Series' CTV Crossed Sale of 250,000 CTV's in October month Launch of Microwave Owens Mr.Gulu Mirchandani, CMD awarded 'Man of Electronics for the year' by CETMA
200405 2005
Achieved 1.20 million CTV sales Launch of 'POISON' range of CTV's ONIDA's Brand relaunch campaign 'Tumko Dekha Toh Yeh Design
2009
Aaya' to communicate its philosophy of thoughtful product features that are designed keeping customers in mind.
2.2 ONIDA’s PRODUCT LINE 2.2.1 •
Washing machine
•
Air conditioners
•
DVD’s
•
Microwave ovens
•
LCD’s
•
Mobiles
WASHING MACHINES:
In 2003-04 we launched the washing machine with Hydro fall technology which addressed the need of having a more powerful cleaning system. Then we realized that people still used their hands for cleaning so we launched the Triomatic technology which gives the perfect hand wash. Then we realized that people still keep bending to wash clothes so we launched a washing machine with a higher and wider vent so you don’t have to bend.
AIR CONDITIONERS:
With today’s technology boom, there’s a need for a single multimedia interface as most people now download movies, music and click pictures through mobiles. Hence the need for USB and card reader. We also saw that most DVDs are rented hence are scratched. Which is why, we developed a DVD player with USB and Card Reader which also play scratched discs effortlessly.
MICROWAVE OVENS
We saw that people used Microwave primarily to heat food and not to cook. We also noticed that it’s difficult to cook food in a microwave. Especially Indian food. So to make cooking simpler we introduced 123 Indian auto cook menus. So all you need to make Indian dishes is a finger. We later gave it a
sleek, black look with a mirror finish so that it looks stunning too.
Mobiles:
With the cell phone market already heavily penetrated, there was a need for a mobile that could stand apart. So what we sought to do was make every single ONIDAMobile do so much more than what an ordinary cell phone does. So the moment you turn it on, you would realize that it’s fully-loaded. So many features. So many things. And so easy. But all these features are there in it for a reason. All of them to help you do better, enjoy better, listen better, work better or simply talk better.
2.2.2 NOW TELEVISION
SOME
DETAILS
ABOUT
ONIDALCD
As my objective is to study about ONIDALCD television so I would like to give a brief detail about on Onida’s LCDTV. People are fast replacing conventional TV’s with LCD TV’s. LCD TV’s are far better than the conventional TV’s in terms of technology, quality of pictures and the attractive looks. You can create a feel of home theatre with LCDTV in home. To cater the growing demand of the LCD TV, several TV brands have come into the market. Among all reputed brands, ONIDAis known for providing good quality TV’s. ONIDALCD TV’s are quite popular in India for its remarkable features, picture clarity, sharp sounds and affordable rates.
Let us focus on the key features of ONIDATV’s which make them popular. The LCD TV’s from ONIDAare equipped with VisD Image Engine feature which is responsible for the clarity of picture it involves several stages of image processing and various modes including VisD film Mode, VisD real Image Processor, VisD Color Manager, VisD Cross Color Suppression and others. Some of these modes result in image free of motion judders, life like pictures. Other modes help enhance the color and contrast to give natural feel. They also reduce the unwanted color noise and deliver crystal clear images.
ONIDALCDTV has a very user friendly interface called SURF, which means Simple User Reference Feature. This feature let the user set different functions for convenient surfing of channels. These TV support HDMI which ensure no data loss. HDMI delivers perfect audio and video for excellent viewing experience. For instance, 42 Xaria FHD LCDTV comes with HDMI 1.3 with deep colors. It results in stunning colors, unprecedented details and higher bandwidth having excellent video resolution. ONIDA42 Xaria delivers high definition viewing experience as it is provided by Marvell, Qdeo Video Processing Technology. Another factor behind exceptionally smooth and clear picture is the unique per-pixel motion- adaptive 3D de-interlacing technology which prevents the jaggies and reduces feathering. It further eliminates the per-pixel noise and other distractions. The picture delivered has natural skin color tone generated by the Intelligent Color Remapping Technology. Sound performance of the
ONIDA42 Xaria is exceptionally high due to presence of OctaV Audio Processing Engine. It has sound feature like 2 levels of Bass sound, 7 unique sound modes like Speech, Midnight and Metal which increase the sound experience. In addition, OctaV surround sound function acts make the sounds more enchanting. We can view two windows simultaneously on these LCD TVs from ONIDA. It makes things easier at home when two people can watch their favorite programs simultaneously on the same TV. ONIDAoffers several options to choose from if you want to buy. Before purchasing, determine your requirements and your budgets.
LCDs: What began as a TV became the window to the future. With the advent of television’s increasing popularity, there were many players with a wide foray of our models. To make matters interesting, there were several foreign players with technology that seemed futuristic and with a sleek look. However we mainly focused on picture clarity. So instead of just aping what the offering was, we asked ourselves, ‘Why not give a complete audio / video experience at home as well?’ And the result was obvious: Our CTV had up to 3500 Watts of sound. This was our first milestone which others followed. However, this held true twenty years later as well. LCD technology came in, in a bigger way. ONIDAonce again took the onus to remind everyone, that sound is equally important to complete the viewing experience. So we made our Xaria with more than twice the sound output of other LCDs in the market. Then later on, we got onto its drawing board a pseudo home theatre with a 5.1 amplifier system and 1000-watt PMPO speakers, thereby putting a theatre’s soul inside a TVs body. We took the future by its horns and went on to make India’s first fully developed indigenized Xaria LCD with more than twice the sound output of other LCDs in the market.
ONIDA 32 XARIA
The new ONIDA22 Xaria is a 22 inch LCD TV that comes with 2 speakers that provide a total output of 60 watts. It cans tore up to 100 programs or channels with enhanced features like an auto-off feature, with auto sound leveler and an OSD. It has a dynamic contrast ratio of 10000:1 and a maximum resolution of 1680 x 1050 pixels with a widescreen ratio of 16:9 for a full picture experience. It comes with 2 composite inputs, with 1 component input, and one PC input and 1 HDMI Input. This TV comes with a response time of 5 ms.
ONIDA32 XARIA LITE
Another one of the new ONIDALCD TV's is the new ONIDA32 XARIA LITE which is comes with speakers that provide a total output of 200W PMPO and is HD Ready. It has a 30000:1 Dynamic Contrast Ratio and it uses the new VisD Image Engine. It incorporates the new SURF User Friendly Graphic Menu and comes with a Swivel Base. Its speakers provide a Wide Sound experience and it comes with 2 HDMI- V1.3 with deep color picture and it supports PC connectivity as well.
ONIDA32 DIAMOND
LCD Tvs by ONIDAalso include the new ONIDA32 Diamond, which comes for a price of Rs. 35,990/- in India. It is one of the first LCD tv's that come with a 5 Star Star Energy Efficiency Rating which is certified by BEE. It is a Full High Definition LCD and has speakers that provide a total output of 400W PMPO and a USB 2.0 port. It also uses the new VisD Image Engine and features the SURF User Friendly Graphic Menu for more user friendliness and also has a Swivel Base. This tv comes with 2 HDMI V1.3 ports with deep colour and also supports PC connectivity
ONIDAI-CARE
ONIDAI-Care 22 Anti Reflective TV is an innovative 22 inch LED TV featuring unique I-Care technology which reduces harmful UV rays by 99% and provide a 95% reflection-free viewing which
helps in improving
readability, minimizing eye strain and fatigue. Its other features are SRVe image engine for finest picture clarity; 200W PMPO pulsating output; extraordinary Dynamic contrast ratio of 100000:1; Dual USB 2.0 port which plays movies, photos and music; HDMI connecting video and audio sources, Surround Sound providing the best experience in sound and DNR which minimizes digital video noise.
ONIDA XARIA THUNDER
ONIDA Xaria Thunder has 1366 X 768 display resolution and 32 inches screen size. It has 1200 W PMPO, 35000:1 Dynamic Contrast Ratio, brightness sensor, wall mount and Swivel stand.
ONIDA22 XARIA
ONIDA22Xaria is a LCD TV with a 22 Inch Screen and 1680 x 1050 screen resolution, it is equipped with 10000:1 Dynamic Contrast Ratio, 5 ms response time and 16:9 Aspect Ratio.
ONIDA32 XARIA LITE
ONIDA32 Xaria Lite is a LCD Tv with 32 Inch Screen size and 1366 x 768 screen resolution. It is equipped with 30000:1 Dynamic Ratio, 8 ms response time and 16:9 Aspect Ratios.
CHAPTER -3
MARKETING STRATEGY OF ONIDA
3.1 Why ONIDA as a brand ailing? 3.2 ONIDA’s advertising campaign 3.3 Strategies to revitalize ONIDA
CHAPTER -3 MARKETING STRATEGY OF ONIDA 3.1 WHY ONIDA AS A BRAND IS AILING? Internal management Problems: One of the main reasons for this is the fight between the brothers: Gulu and Sonu Mirchandani and their brother -in-law Vijay Mansukhani over the control of the ONIDA group. The fight has severely eroded the share of the brand and even the marketing of Onida. ONIDA was staging a recovery after the successful re-launch of the brand and the return of the Devil. But the family feud has made things difficult for the brand. Frequent change in Advertising: What is interesting about ONIDA is the branding. The creative duty of the brand has partly moved from one marketing agency to another i.e. from Rediffusion to McCann Erickson. But as usual, when the agency changes, the entire brand elements changes. For Onida, the change till now unfortunately is always for the worse. When O&M took the brand from Avenues, the famous tagline “Neighbor’s Envy,
Owner's Pride” and the Devil were taken off. The brand suffered for almost 10 years and has never recovered since .The change of agency from O&M to Reinfusion again changed things and Devil returned in a new avatar and anew tagline “Nothing but the truth" has now come into existence. The new arrangement is not making things better. In 2007, ONIDA launched a new campaign for its A/C and with a new tagline “It can change your life”. Now the new campaign for the air conditioner features a new Devil and the tagline has again changed to "Experience the desire".
ONIDA which already is in deep trouble is moving on to further confusion with an unnecessary change in the positioning strategy. The brand has not been able to consolidate the earlier theme based on 'truth'. Even before establishing it, the brand has repositioned again. Aging customer base: The customers of ONIDA have grown older with times and the brand has failed to connect itself to the current generation.
The “devil” in the advertisements in not helping it either. The following factors have diluted Onida’s Brand Equity : Brand amnesia: For old brands, as for old people, memory becomes an increasing issue. When a brand forgets what it is supposed to stand for, it runs into trouble. The most obvious case of brand amnesia occurs when a venerable, long-standing brand tries to create a radical new identity, such as
When ONIDA tried to replace its original tagline with new one. The results were disastrous. Brand fatigue: Some companies get bored with their own brands. This can happen to products which have been on the shelves for many years, collecting dust. When brand fatigue sets in creativity suffers, and so do a sale which was and is the case with Onida. Brand paranoia: This is the opposite of brand ego and is most likely to occur when a brand faces increased competition. Typical symptoms include: a tendency to file lawsuits against rival companies, willingness to re invent the brand every six months, and a longing to imitate competitors.
3.2 ONIDA ADVERTISING CAMPAIGN No other advertising campaign in India has raised as much debate over a decade as the ONIDATV campaign. Adulation, scorn, consternation, recognition, analysis, curiosity, emulation, pride, envy…… etc. Over the years it swept every major award that the Indian industry could offer…. Best Print Campaign, Best Point of Sale, Best Outdoor Campaign, Best Film Campaign, Campaign of the Year, Advertiser of the Year, Best Continuing Campaign…… In the process, ONIDA, starting out as the 21 st brand to enter the Indian market, went on to become one of the top three brands of the entire TV market. And in its hey-day, the unrivalled leader of the premium segment. It all began with a basic exercise on how to separate the identity of the 21 st brand from that of all the others that has entered the market before it. Even in those days, just as today, most TV brand advertising focused on the unique features their product offered. Those days’ brands talked about “state of the art circuitry”, “picture and sound clarity”. Today brands are talking about “Golden Eye” and “Flat Tube”. Avenues of course examined the product and were delighted with its truly outstanding features.
When ONIDA walked into avenues for the first time in 1984, the color TV market in India was basking in the post-Asiad warmth. There was frightening number of big brands ruling the market nationally, extending their success, as it were, from their own Black & White brands to color. ONIDA was a rank outsider and had to gate crash. Being simplistic, this could explain away all the arrogance, the ‘risk’ and the ‘negative’ route adopted by avenues to make ONIDA stand out in jungle of competition.
In
fact, that’s precisely how
the ONIDA
campaign’s
overwhelming success has been grudgingly acknowledged and even analyzed by the advocates of rational and “safe” advertising; ONIDA had nothing to lose, so they took the “risk”. Product decisions, marketing decisions, even corporate decisions have always been in perfect harmony with the stance dictated by the advertising breakthrough, lending strength and momentum to the spectacular growth of ONIDA into multi-product, multi-company empire that it is today. It’s all in the fitness of the things that the advertising of the every new ONIDA product often display the blue-blooded legacy of unnatural pride that grabs you by the throat.
3.3 STRATEGIES TO REVITALIZE BRAND ONIDA
In order to revamp its position and brand value in the market ONIDA should Use the following strategies:
Better positioning: ONIDA should stick with a uniform positioning strategy rather than changing it with time as they did.
Celebrity Endorsement: The Company should go for a better adverting. The company can rope in a celebrity to endorse its brand. This way the brand can be benefited from celebrities brand equity. We suggest rope in Saurav Ganguly. Ganguly’s image of a fighter and a class player will help Onida’s brand image.
Association with events: The Company has lost its place in the minds of customers. Also, the loyal customers of ONIDA have grown older. To regain old customers and to regain visibility, Association with events can help. Onida’s problem of low visibility will be solved with its sponsorship of event like rock shows, games, marathons etc.
Line Extension: The Company should go for line extension in value segment so as to target more customers in the lower segment. They should introduce more variants in 14”, 20” and 21” segment. These products will target the young and first time buyers. These buyers will have an emotional attachment with the brand and as they graduate to the high end segment, ONIDA can target them with its high end products.
CHAPTER- 4
COMPETITORS OF ONIDA 4.1 Sony, Samsung, Panasonic, Videocon, LG 4.2 Comparison with competitors 4.3 Comparison of ONIDA and SAMSUNG 4.4 Comparison of ONIDA and SONY
CHAPTER- 4 4.1 COMPETITORS OF ONIDA SONY
SONY
CORPORATION
a Japanese multinational in Minato,
Tokyo,
(commonly
referred
to
conglomerate corporation
Japan
and
the
world's
as Sony),
is
headquartered
fifth
largest media
conglomerate with revenue exceeding ¥ 7.730.0 trillion, or $78.88 billion U.S.
(FY2008).[4] Sony
of electronics, video,
is
one
of
the
communications, video
leading
manufacturers
game
consoles,
and information technology products for the consumer and professional markets. Its founders Akio Morita and Masaru Ibuka derived the name from sonus, the Latin word for sound, and also from the English slang word "sonny", since they considered themselves to be "sonny boys", a loan word into Japanese which in the early 1950s connoted smart and presentable young men. Sony Corporation is the electronics business unit and the parent company of the Sony Group, which is engaged in business through its eight operating segments – Consumer Products & Devices (CPD), Networked Products & Services (NPS), B2B & Disc Manufacturing (B2B & Disc), Pictures, Music, Financial Services, Sony Ericsson and All Other. These make Sony one of the most comprehensive entertainment companies in the world. Sony's principal business operations include Sony Corporation
(Electronics in the U.S.), Sony Pictures Entertainment, Sony Computer Entertainment, Sony Music Entertainment, Sony Ericsson, and Sony Financial. As a semiconductor maker, Sony is among the Worldwide Top 20 Semiconductor Sales Leaders. The company's current slogan is make-believe. Their former slogan was like.no.other
BRAVIA is a Sony brand used to market its high-definition LCD televisions, projection TVs and front projectors and for the PLAYSTATION 3(principal bravia intend) , along with its home cinema range under the sub-brand BRAVIA
Theatre.
The
BRAVIA
name
is
"Best Resolution Audio Visual Integrated Architecture".
an All
acronym of Sony
high-
definition flat-panel LCD televisions in North America have carried the BRAVIA logo since 2005. The name BRAVIA replaces the "LCD WEGA" brand name which Sony used for their LCD TVs until Summer 2005 (early promotional photos exist of the first BRAVIA TVs still bearing the WEGA moniker). The BRAVIA brand is also used on mobile phones in the Japanese market.
SAMSUNG The Samsung
Group is
a multinational conglomerate corporation
headquartered in Samsung Town, Seoul, South Korea. It is the world's largest conglomerate by revenue with annual revenue of US $173.4 billion in 2008.it is the South Korea’s largest chaebol. The meaning of the Korean Hanja word Samsung is "tristar" or "three stars". The
Samsung
Group
is
composed
of
numerous
international
affiliated businesses, most of them united under the Samsung brand including Samsung Electronics, the world's largest electronics company by sales. Samsung Heavy Industries, the world's second largest shipbuilder, and Samsung C&T, a major global construction company and SAMSUNG LIFE INSURANCE, the largest insurance company in Korea. SAMSUNG has been the world’s most popular consumer electronic brand since 2005 and is the best known SOUTH KOREAN brand in the world. Samsung group accounts for more than 20% of South Korea’s total exports and is the leader in many domestic industries such as financial, chemical, retail, and entertainment industries. The company’s strong influence in South Korea is visible throughout the nation, which has been referred to as the “republic of Samsung”. Currently helmed by Lee Soo-Bin, once the CEO of Samsung Life Insurance, it has been run by generation of one of the world’s wealthiest families, formerly by chairman Lee Kun-Hee, the third son of founder, Lee Byung-Chull
Many major South Korean corporations such as CJ Corporation, hansol group, Shinsegae Group and Joong-Ang ilbo daily newspaper were previously part of Samsung Group. Though they are still controlled by exchairman Lee-KUN- Hee’s relatives. Samsung Group also owns the SUNGKYUNKWAN UNIVERSITY, a major private university in South Korea. Samsung Group accounts for more than 20% of South Korea's total exports, and in many domestic industries, Samsung Group is the sole monopoly dominating a single market, its revenue as large as some countries' total GDP. In 2006, Samsung Group would have been the 35th largest economy in the world if ranked, larger than that of Argentina. The company has a powerful influence on the country's economic development, politics, media and culture, being a major driving force behind the Miracle on the Han River; many businesses today use its international success as a role model.
PANASONIC
Panasonic was founded in 1918 by Konosuke Matsushita first selling duplex lamp sockets. In 1927, it produced a bicycle lamp, the first product it marketed under the brand name National. It operated factories in Japan and other parts of Asia through the end of World War II, producing electrical components and appliances such as light fixtures, motors, and electric irons. In 1961, Konosuke Matsushita traveled to the United States and met with American dealers. Panasonic began producing television sets for the U.S. market under the Panasonic brand name, and expanded the use of the brand to Europe in 1979. [12] The company used the National trademark outside of North America during the 1950s through the 1970s. (The trademark could not be used probably due to discriminatory application of trademark laws where brands like General Motors were registrable.) It sold televisions, hi-fidelity stereo receivers, multi band shortwave radios, and marine radio direction finders, often exported to North America under various U.S. brand names. The company also developed a line of home appliances such as rice cookers for the Japanese and Asian markets. Rapid growth resulted in the company opening manufacturing plants around the world. National/Panasonic quickly developed a reputation for wellmade, reliable products. The company debuted a hi-fidelity audio speaker in Japan in 1965 with the brand Technics. This line of high quality stereo components became worldwide favorites. The most famous product still made today is the SL-1200 record player, known for its high performance, precision, and durability. Throughout
the 1970s and early 1980s, Panasonic continued to produce high-quality specialized electronics for niche markets such as shortwave radios, as well as developing a successful line of stereo receivers, CD players, and other components. In November 1999, the Japan Times reported that Panasonic planned to develop a "next generation first aid kit" called the Electronic Health Checker. At the time, the target market was said to be elderly people, especially those living in rural areas where medical help might not be immediately available, so it was planned that the kit would include support for telemedicine. The kits were then in the testing stage, with plans for eventual overseas distribution, to include the United States. In recent years the company has been involved with the development of high-density optical disc standards intended to eventually replace the DVD and the SD memory card. Since 2004, Toyota has used Panasonic batteries for its Toyota Prius, an environmentally friendly car made in Japan.On January 19, 2006 Panasonic announced that, starting in February, it will stop producing analog televisions (then 30% of its total TV business) to concentrate on digital TVs. On November 3, 2008 Panasonic and Sanyo were in talks, resulting in the eventual acquisition of Sanyo. The merger was completed in December 2009, and resulted in a mega-corporation with revenues over ¥11.2 trillion (around $110 billion). As part of what will be Japan's biggest electronics company, the Sanyo brand and most of the employees will be retained as a subsidiary. On July 29, 2010 Panasonic reached an agreement to acquire the remaining shares of Panasonic Electric Works and Sanyo shares for $9.4 billion.
VIDEOCON
Videocon is an industrial conglomerate with interests all over the world and based in India. The group has 17 manufacturing sites in India and plants
in China, Poland, Italy and
Mexico.
It
is
also
the
third
largest picture tube manufacturer in the world. In India the group sells consumer products like Color Televisions, Washing Machines, Air Conditioners, Refrigerators, Microwave ovens and many other home appliances, selling them through a Multi-Brand strategy with the largest sales and service network in India. [4]Videocon Group brands include Akai, Electrolux, Hyundai, Kelvinator, Kenstar, Kenwood, Next, PlanetM, Sansui, Toshiba, Philips (TV Products) etc. In 2009, Videocon launched its DTH product, called 'd2h'. As a pioneering offer in the Indian DTH market, Videocon offered LCD & TVs with builtin DTH satellite receiver with sizes 19" to 32". This concept in the DTH service is relatively new in the presence of other players like ZEE TV’s Dishtv, Tata Sky, Air tel Digital TV and Reliance's BIG TV providing only the set top box
LG
The LG Corp is South Korea's second largest conglomerate that produces electronics, chemicals,
and telecommunications products
and
operates
subsidiaries like LG Electronics, LG Display, LG Telecom and LG Chem in over 80 countries. LG Corp founder Koo In-Hwoi established Lak-Hui Chemical Industrial Corp. in 1947. In 1952, Lak-Hui (pronounced "Lucky", currently LG Chem) became the first Korean company to enter the plastics industry. As the company expanded its plastics business, it established GoldStar Co., Ltd., (currently LG Electronics Inc.) in 1958. In 1959, Goldstar produced South Korea's first radio. Many consumer electronics were sold under the brand name GoldStar, while some other household products (not available outside South Korea) were sold under the brand name of Lucky. The Lucky brand was famous for its line of hygiene products such as soaps and Hi-Ti laundry detergents, but most associated with its Lucky and Perioe toothpaste. In 1995, to better compete in the Western market, the company was renamed "LG", the abbreviation of "Lucky Goldstar". More recently, the company associates the letters LG with the company tagline "Life's Good". Since 2009, LG also owns the domain name LG.com . LG
Display
was
originally
the Korean electronics company LG
formed
as
Electronics and
a joint
venture by
the Dutch company
Koninklijke Philips Electronics in 1999 to manufacture active matrix liquid
crystal displays (LCDs) and was formerly known as LG .Philips LCD, but Philips sold off its all shares in late 2008. On December 12th 2008, LG .Philips LCD announced its plan to change its corporate name to LG Display upon receiving approval at the company's annual general meeting of shareholders on February 29. The company claimed the name change reflects the company's business scope expansion and business model diversification, the change in corporate governance following the reduction of Philips' equity stake, and LG's commitment to enhanced responsible management. The company has eight manufacturing plants in Gumi and Paju, South Korea. It also has a module assembly plant in Nanjing and Guangzhou in China and Wroclaw in Poland. LG Display became an independent company in July 2004 when it was concurrently listed on the New York Stock Exchange and the South Korean Stock Exchange.
4.2 COMPARISON WITH COMPETITORS Market characteristics: • The consumer goods market in India is of USD 4.87 Billion. • Around 45 companies cater to this market. ONIDA is having a very small share of this market. • In the Indian market space, Brand loyalty is giving way to “value-forprice” contest. • There is an intense competition on price. • The companies are Companies focusing on product differentiation, value added offerings and exchange offers. The MNCs like LG, Sony, Samsung, Phillips and Videocon command a high market share. These brands score high on following factors: Product Line: These companies (LG, Sony, Samsung, Phillips and Videocon) have a wider
product range compared to ONIDAto target customers from all segment.
Positioning: Their Image of a multinational company in the minds of consumer helped them to grab market share instantly. It gave a perception that these companies have better technology. Videocon on the other hand leveraged its MNC image by it tagline of “Indian MNC”. Advertisements: LG has Abhishek Bachhan, Samsung Has Aamir Khan, Videocon had
Amithabh
Bachhan
and
now
Sharukh
Khan
and
all
these
players have used celebrity to a good effect to endorse their brands. On the other hand ONIDAis stuck with its old “Devil” which isn’t helping. Visibility: The companies are associated with events and sponsorships. Like
LG and Videocon are associated with cricket. This has resulted in better brand visibility.
CHAPTER-5
RESEARCH AND ANALYSIS 5.1 Objectives of study 5.2 Research methodology 5.3 Analysis of data collected 5.4 Findings 5.5 Suggestions 5.6 Limitations of study 5.7 Key facts
5.1 OBJECTIVES OF THE STUDY
Every course of study is carried out for completing some specific purpose or objectives. A study without any objectives is like a body without any soul.
Behind my study main objectives are as follows: •
To study about ONIDALCD television.
•
To compare the ONIDALCD television with other LCD television such as SAMSUNG, SONY, LG etc.
•
To find about the brand preference of customers and then compare that brand with ONIDALCD.
•
To provide the future researchers a background for the research in the field of LCD study.
•
To point out general factors which generally companies do not give preference, also affecting buying.
In course of achievement of my objectives I had successfully achieved them.
5.2 RESEARCH METHODOLOGY
Research methodology deals with the procedure adapted to carry out the study. According to GREEN & TULL “A research design is the specification of methods and procedures for acquiring the information needed. It is the overall operational pattern or framework of the project that stipulates which information is to be collected, from which sources and by what procedures” For conducting study I have adopted both primary as well as secondary method of the data collection. PRIMARY DATA
For the purpose of collecting primary data I have adopted the method of survey. Survey can be telephonic, by e-mail and by personal contact. For the purpose of collecting information, I have chosen surveys based on the personal interview- by means of questionnaires. SECONDARY DATA
It has been collected from various books and internet sites; I have adopted this method of information collection. As I liters no access to magazines and journal but a plenty of material was available on the internet sites. SAMPLE
Due to time and resource constraints, the sample of the study is taken as one and technique b sampling adopted is convenient sampling.
RESEARCH DESIGN
The project involved the study of customer’s perception towards the LCD television with respect to the certain parameters like: •
Price
•
Place or distribution
•
Promotion or advertisement
•
Size of television
•
Resolution of television
•
Contrast ratio of television
•
Sound system provided with television
•
Power consumption of LCD
•
Motion response time of LCD
DATA COLLECTION METHOD
Data was collected both from primary and secondary sources. Secondary data was collected from books, magazines, newspaper etc. Primary data was collected by survey method wherein customers were asked questions. SAMPLE TECHNIQUE SAMPLE SIZE DATA COLLECTION METHOD
: Random sampling : 55 : Survey method
DATA COLLECTION INTRUMENT: Structured questionnaire NATURE OF STUDY
: Exploratory
5.3ANALYSIS OF DATA COLLECTED Here is the analysis of the data with the help of charts and diagrams, a\which I have collected through the survey of different people/ customer. 1. Does screen size plays role in choosing LCD TV? Factors
Strongly
Not
Sometimes
Can’t
Total
No. of
agree 36
agree 6
depend 9
say 4
55
customers Percentage
65.45%
10.90%
16.36%
07.20%
100%
Role of size
40 35 30 25 20 15 10 5 0 Strongly agree
Not agree
Sometimes depend
Can’t say
No. of customers
INTERPRETATIONS:
For majority size play an important role in buying LCD.
2. Which size do you prefer? Screen
19”
22”
24”
26”
32”
42”
total
size No. of
1
5
2
8
32
7
55
9.09%
3.64%
14.55%
58.18%
12.7%
100%
customers Percentage 1.82%
SIZE MOST PREFERED
19”
22”
24”
26”
32”
42”
INTERPRETATION:
Most preferred size is 32” and least preferred is 19”
3. Does space for LCD also matters in buying? Factors
Strongly
Not agree
Sometimes
Can’t say
total
No. of
agree 18
14
depend 21
2
55
customers Percentage
32.73%
25.45%
38.18%
3.64%
100%
space for LCD
25 20 15 10 5 0 Strongly agree
Not agree
Sometimes depend
Can’t say
No. of customers
INTERPRETATION:
For nearly 70% respondants space for LCD matters while buying but for 38% among them says otherthings also matters.
4. How much resolution is important while buying? Factors No. of
Not much 5
Very much 42
Can’t say 8
Total 55
customers Percentage
9.09%
76.36%
14.45%
100%
resolution prefered
Not muc h
Very much
Can’t say
INTERPRETATION:
Very high resolutin is preferred by majority of customers because LCD TV are known for the same.
5. Do you prefer contrast ratio while buying LCD TV?
Factors No. of
Always 21
Sometimes 17
Sufficient 16
No matter 1
Total 55
customers Percentage
38%
30.90%
29.09%
1.82%
100%
preference for contrast ratio 25 20 15 No. of customers 10 5 0 Always
Sometimes
Sufficient
No matter
INTERPRETATION: 38%respondants always prefer contrast ratio while buying LCD.
6. Is motion response time important in buying LCD TV? Factors
Strongly
Not agree
Sometimes
Can’t say
total
No. of
agree 26
customers Percentage
47.27%
12
depends 16
1
55
21.18%
29.09%
1.81%
100%
importance of motion response time
Can’t say Sometimes depends No. of customers Not agree Strongly agree 0
5
10
15
20
25
30
INTERPRETATION: 47.27% respondants strongly agree that motion response time is important while buying LCD.
7. Are connectors offered really needs in buying?
Factors No. of
Always 24
Sometimes 17
Sufficient 6
No matters 8
Total 55
customers Percentage
43.63%
30.9%
10.90%
14.54%
100%
importance of connectors
25 20 15 10 5 0 Always
Sometimes
Sufficient
No matters
No. of customers
INTERPRETATION: For maximum respondants connectors are always needed while buying LCD.
8. Does price plays a major role in selecting LCD TV? Factors
Strongly
No. of
agree 24
Not agree
Sometimes
Can’t say
Total
9
depends 19
3
55
customers Percentage
43.63%
16.36%
34.54%
5.45%
100%
Importance of price
Strongly agree
Not agree
Sometimes depends
Can’t say
INTERPRETATION: 43.63% people strongly agree that price plays a major role in buying LCD.
9. Does power consumption matters in buying LCD TV? Factors
Strongly
No. of
agree 21
customers
Not agree
Sometimes
Can’t say
total
17
depends 13
4
55
power consumption Can’t say Sometimes depends Not agree Strongly agree 0
5
10
15
20
25
No. of customers
INTERPRETATION: 21 out of 55 respondants strongly agree that power consumption matters in buying decision.
10. Do you need prior information like advertising before buying LCD TV? Factors No. of customers
Always 22
Sometimes 17
Sufficient 7
No matters 9
Total 55
need of prior info. 25 20 15 10 5 0 Always
Sometimes
Sufficient
No matters
No. of customers
INTERPRETATION: 22 out of 55 customer think that prior information is needed while buying LCD.
11. Which brand do you prefer most to buy LCD TV? Company No. of
SAMSUNG 12
LG 6
SONY 21
ONIDA VIDEOCON 2 8
customers Percentage
21.81%
10.90%
38.18% 3.63%
14.54%
PANASONIC 6
TOTAL 55
10.90%
100%
Brand preference
SAMSUNG LG SONY ONIDA VIDEOCON PANASONIC
INTERPRETATION: SONY is most preferred brend among customers and ONIDAis the least preferred brand.
12. Which sound would you prefer?
Sound No. of
100-300 5
300-500 7
500-800 3
800-1000 3
Don’t know 37
customers Sound preferred 40 35 30 25 20
No. of customers
15 10 5 0 100-300
300-500
500-800 800-1000
Don’t know
INTERPRETATION: Maximum number of customers are not aware of sound of LCD and it does not matter to them while buying LCD.
5.4 FINDINGS
•
Size plays important role in buying LCD’s, because the majority of the people have said that they prefer 32” LCD. There may be the reason for it because most of the families have their previous CRT TV of 21” so they prefer big screen from their previous TV.
•
Space for LCD also plays role. The customer who have at least 12-15 feet of space into their room always prefer 32” LCD.
•
Resolution and contrast ratio are also preferred by customer while buying LCD, because LCD TV’s are known for the same, so that will be the first question of the customer.
•
At the beginning of the study I have assumed that the people who are buying LCD or who had brought LCD never think for the price of the LCD, but my assumption got wrong at the end of the study, most of the people strongly agree that it plays a major role in choosing their LCD, because they have so many option with them.
•
Power consumption is not a major factor because all the LCDs are coming with 5-star rating. And also they consume less power as compare to CRT TVs.
•
The brand which is more preferred by the consumers of the Jaipur is SONY. The reason which I have found that is there are so many hoardings in the city that are striking the name of their brand so often in the mind of customer.
•
As most of the companies are offering many connectors with LCD’s like HDMI ports PC Connectors etc. so it became the need of the customers.
5.5 SUGGESTIONS / RECOMMENDATIONS
As I have compared the LCD of ONIDA with other brands like SAMSUNG and SONY, I have not found out any shortage of features provided by ONIDA, only difference is in the promotion of the brand and availability of the products. •
ONIDA has to invest more money on the promotion of the brand.
•
More of the hoardings are needed in city so as to increase the awareness of brand.
•
ONIDA can also open its own outlets for selling.
•
Print media should also be used.
•
Advertisements are not so attractive so company needs to invest more money on them too.
•
Instead of DEVIL and Siddharth and Ritu, a popular celebrity couple would prove more effective.
•
Availability of product should also be enhanced.
5.6 LIMITATIONS OF THE STUDY
The main factors that have been adversely affected the trustworthiness of the report are: •
Due to time constraints the study is being restricted to the limited time period.
•
Due to busy schedule of the superior staff the optimum guidance was not available.
•
Many secrets and important facts and Figures and information have been kept hidden.
•
Because company had told me not to disclose that you are collecting data for ONIDA so I can’t find out the brand perception of consumers regarding the company.
5.7 KEY FACTS I HAVE FOUND WHILE RESEARCH •
Among the imports of
LCD TV into India approximately 25% were
imported in as CBU {complete built unit} and 75% were imported as SKD {semi knock down} or CKD {complete knock down}. •
•
In 2007, the leading India LCD TV brands were Samsung, with more than 30% share, followed by Sony {19%}, and LG {16%}. The leading PDP TV brands are LG, SAMSUNG, and PANASONIC. LG also leads the CRT TV market in India with more than 25% market share, followed by SAMSUNG AND VIDEOCON. Thailand has a special FTA {free trade agreement} with India on duty benefits. Therefore companies like SONY AND PANASONIC are making LCD TV in Thailand and then shipping them to India.
•
21” flat CRT TV has a 55% share of the total CRT TV market in India.
•
There are still some concerns about India’s LCD TV market growth, poor power supply, and vague process towards India digital TV broadcasting, a complex TV import duty structure, regulations that are very complicated and very inefficient.
•
In 2008, the share of 32” was more than 45% in India LCD TV market, followed by 20-26 inches with 31% share. The 40-47 inches models account only for 15% in India LCD TV market.
•
CRT TV OEM is a key business in India as many brands ship components into the country and then sub contract to local OEM makers to assemble CRT TV’s from them.
•
SONY, SAMSUNG AND LG have the most exclusive shops in India
•
The growing LCD to market in India has encouraged Indian company VIDEOCON group to setup a TFT LCD panel manufacturing fab.
ANNEXURE AI Webliography AII Bibliography AIII Questionnaires
ANNEXURE 1
WEBLIOGRAPHY •
www.wikipedia.com
•
www.onida.com
•
www.compareindia.com
•
www.avrev.com
•
www.google.com
ANNEXURE 2
BIBLIOGRAPHY
•
Business Research Method by William Zikmund Topic: Survey research and Data Analysis
•
Marketing Management by Philip Kotler Topic: Conducting Marketing Research
•
Marketing Management by Ashok Sharma, Anju Gupta, Neetu Mathur Topic: Marketing Research
•
Company manual and brochures.
ANNEXURE 3 QUESTIONNAIRE NAME:__________________________________________ CONTACT ADDRESS:_________________________________ CONTACT NUMBER:__________________________________ 1 Does screen size play role in choosing LCD TV? •
•
Strongly agree Not agree
•
Sometimes depend on it
•
Can’t say
2 Which size do you prefer? •
19”
•
22”
•
24”
•
26”
•
32”
•
42” 3
•
•
Does space for LCD also matters while buying? Strongly agree Not agree
•
Sometimes depend on it
•
Can’t say
4
How much resolution is important in buying LCD TV? Not much
•
•
Very much
•
Can’t say 5
Do you prefer contrast ratio while buying LCD TV?
•
Always
•
Sometimes
•
Sufficient No matters
•
6
Motion response time is very important in buying LCD TV? Strongly agree
•
Not agree
•
•
Sometimes depend on it
•
Can’t say 7
Are connectors offered really needs in buying LCD TV?
•
Always
•
Sometimes
•
Sufficient No matters
•
8 •
•
Price plays major role in buying LCD TV? Strongly agree Not agree
•
Sometimes depend on it
•
Can’t say
9 Power consumption matters in buying LCD TV? •
Strongly agree
•
Not agree
•
Sometimes depend on it
•
Can’t say 10 Do you need prior information like advertising before buying LCD TV?
•
Always
•
Sometimes
•
Sufficient No matters
•
11 Which brand do you prefer most? •
SAMSUNG
•
LG
•
SONY
•
ONIDA
•
VIDEOCON
•
PANASONIC 12 What sound would you prefer? •
100-300
•
300-500
•
500-800
•
800-1000
•
.
Don’t know
