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Marketing Research of Sony Bravia

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CHAPTER 1: INTRODUCTION
1.1: ABOUT LCD TV:
A liquid crystal display (LCD) is a thin, flat electronic visual display that uses the light modulating properties of liquid crystals (LCs). LCs does not emit light directly. They are used in a wide range of applications, including computer monitors, television, instrument panels, aircraft cockpit displays, signage etc. They are common in consumer devices such as video players, gaming devices, clocks, displays in most applications. They are usually more compact, lightweight, portable, less expensive, more reliable, and easier on the eyes. They are available in a wider range of screen sizes than CRT and plasma displays, and since they do not use phosphorus, they cannot suffer image burn-in. LCDs are more energy efficient and offer safer disposal than CRTs. Its low electrical power consumption enables it to be used in battery-powered electronic equipment. It is an electronically-modulated optical device made up of any number of pixels filled with liquid crystals and arrayed in front of a light (backlight) or reflector to produce images in colour in 1983. By 2011, worldwide sales of televisions with LCD screens had surpassed the sale of CRT units or monochrome. The earliest commercially made LCD TV was the Casio TV-10 made watches, calculators, and telephones. LCDs have displaced Cathode Ray Tube (CRT)

CASIO T10

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1.2: ABOUT LED TV:
LED refers to light emitting diode. An LED-backlight LCD television is an LCD TV that uses LED backlighting instead of the CCFL (Cold Cathode Fluorescent Lamp) used in traditional LCD televisions. It is not a true LED display but is called backlighting has a dramatic impact, resulting in a thinner panel, less power consumption and better heat dissipation, and a brighter display with better contrast levels. "LED TV" by all companies who manufacture LED-backlight LCD TV. The use of LED

Cold Cathode Fluorescent Lamp

LED-Backlight in LED TV

1.3: COMPETETIVE ADVANTAGE OF LED TV (LCD TV USING LED BACKLIGHT) OVER LCD TV (LCD TV USING CCFL):  LED TV produces images with greater dynamic contrast.  With Edge-LED lighting they can be extremely slim. TV models in the market can be approximately one inch thick.  Offer a wider colour gamut when LED backlighting is used.  Less environmental pollution on disposal.  Generally 20-30% less power consumption.

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CHAPTER 2: ABOUT TELEVISION INDUSTRY IN INDIA Television industry is considered as one of the most lucrative industry in India. As per the Census 2011 India is the second populated country in the world having around 17% of the world’s population. Before industrial revolution took place CRT TV was the most influential product in the Indian market which was highly dominated by Indian brands like Onida, BPL, Videocon and Beltech. After the industrial revolution in the year 1991 and globalisation India opened its economy for every trading nation in the world. In the year 1994 the global giant Sony a Japanese company had entered the Indian market. In the year 1995 and 1997 two big Korean brands Samsung and LG respectively had also stepped into the Indian market. The overseas brands with their latest technology started taking a good position in the Indian market. Due to globalisation lots of other brands like Akai, Panasonic, Sharp, Phillips, Haire, Hitachi etc also started entering into the market. Due to technological advancement companies started manufacturing flat screen television and soon it is taken over by LCD TV. By 2011, all the global brands consider India as priority market because the Economy of India is the tenth largest in the world by nominal GDP and the fourth largest by purchasing power parity (PPP). The overseas brand like Sony, Samsung, LG etc import television sets from places like Thailand, Malaysia and Bangkok. There was a moderate growth of TV shipment in India but it has grown significantly in the First quarter of 2011(Q1’11), with the 2011 Cricket World Cup taking place in India the total TV market in India for Q1’11 was 3.7Million units, accounting for 41.5% of the Asia Pacific TV market. In India, CRT TV still dominates the TV market with a 72% unit share, but in Q1’11, FPD TV unit penetration slightly increased to 28%, up from 26% in Q4’10. LCD TV shipments had Y/Y unit growth of 94%, reaching one million units, due to the strong promotion by resellers and brands during the Cricket World Cup held in Q1’11. ‛India had a hot season with the Cricket World Cup held in India in Q1’11. This helped to boost LCD TV shipments to maintain over 70% Y/Y unit growth since 2010. There is strong competition among the three major brands in the Indian flat panel TV market, which have a combined share of around 60%. Sony continued to keep a top unit share of 20.9% in Q1’11. Samsung maintained second place with a 19.3% share, followed by LGE at third position with 18.4%.

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In Q1’11, the most popular size range in India was 22-24“, with 41% share. This is more than the 35% held by 32“, the leading screen size in most regions. For CRT TVs in the India market, the leading size range is 14-21“, which is a very unique trend. TABLE 1: Q1’11 India Flat Panel TV Brand Rankings by Unit Share: Rank 1 2 3 4 5 Brand Sony Samsung LGE Videocon Panasonic Other Total Diagram 1: TV shipment share in the First Quarter 2011: Q1’11 Share 20.9% 19.3% 18.4% 12.5% 8.0% 20.9% Y/Y Growth 84% 64% 85% 124% 143% 177% 93%

20.90%

20.90%

8.00% 19.30% 12.50%

Sony Samsung LGE Videocon 18.40% Panasonic Other

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CHAPTER 3: COMPANY PROFILE 3.1: ABOUT SONY CORPORATION: Sony Corporation is a Japanese company; its Headquarter is in Tokyo. It was in 1946 that Masaru Ibuka and Akio Morita together with a small team of passionate and committed group of employees started to build ‛Tokyo Tsushin Kenkyujo“ (Totsuko), or ‛Tokyo Telecommunications Research Institute The main objective of the company was to design and create innovative products which would benefit the people. The company name of Sony was created by combining two words of ‛sonus“ and ‛sonny“. The word ‛sonus“ in Latin represents words like sound and sonic. The other word ‛sonny“ means little son. Used in combination, Sony is supposed to represent a very small group of young people who have the energy and passion towards unlimited creations and innovative ideas. With the far-sight of expanding worldwide, it was in 1958 that the company formally adopted ‛Sony Corporation“ as its corporate name. Easy to pronounce and read in any language, the name Sony, which has a lively ring to it, fits comfortably with the spirit of freedom and open-mindedness. Howard Stringer is the current Chairman, CEO & President, Sony Corporation. ‛Make.believe is the Sony Group Brand Message“

‛make.believe symbolizes the spirit of the brand. It stands for the power of our creativity, our ability to turn ideas into reality and the belief that anything we can imagine, we can make real“ From early attempts at creating products like the rice-cooker to the later success of creating Japan’s first magnetic recorder, the innovative company went on to create other hit products which won the company widespread recognition and international acclaim as a truly global company known for its quality and innovative
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products. Significant product milestones included Japan’s first transistor radio (1955), Trinitron colour television (1968),Walkman personal stereo (1979), Handycam video camera(1989), PlayStation (1994), Blu-ray Disc recorder (2003) and PlayStation 3 (2006).

3.2 ABOUT SONY INDIA PVT. LTD. One of the most recognized brand names in the world today, Sony Corporation,

established its operations in India in November 1994, focusing on the sales and marketing of Sony products in the country. Its head office is in Delhi. In a span of 17 years Sony India has exemplified the quest for excellence in the world of digital relentless commitment to quality, consistent dedication to customer satisfaction and unparalleled standards of service, Sony India is recognized as a benchmark for new age technology, superior quality, digital concepts and personalized service that has such as BRAVIA, BRAVIATheatre, Cybershot‚ Handycam®, VAIO, Walkman®,Xplod, ensured loyal customers and nationwide acclaim in the industry. With brands names Memory Stick™‚ PlayStation®. Sony has established itself as a value leader across its various product categories of Audio/Visual Entertainment products, Information and Communications‚ Recording Media, Business and Professional products. In India, Sony has its footprint across all major towns and cities through a distribution network comprising of over 5000 dealers and distributors, 240 exclusive Sony outlets and 19 direct branch locations. Manned by customer friendly and informed sales persons, Sony’s exclusive stores ‘Sony Center’ are fast becoming the most visible face of the company in India. Mr Masaru Tamagawa is the current Managing Director and Mr Tadato Kimura is the General Manager, Marketing of Sony India Pvt. Ltd. lifestyle becoming the country’s foremost consumer electronics brand. With

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3.3 ORGANISATIONAL STRACTURE OF SONY (DIVISIONAL STRUCTURE): Sony India Private Limited has mainly 9 (nine) divisions functioning directly under the Managing Director, Masaru Tamagawa in India following with some sub divisions in each division. They are asi. Audio Video Information Technology (AVIT). It has sub divisions like Consumer Audio Video (CAV), National Retails (NR), Retails, Sale support, Business to Business. ii. iii. iv. v. vi. vii. viii. BPP. Its sub division are BPP sales and Technical support. Service division which has sub divisions like National part centre (NPC), Product quality, Services operation and Technical support. Regional HR. Human Resource (HR) has two sub divisions. They are Corporate HR and Information Technology System (ITS) which two sub division like IT Hardware and IT Software. The next division is Logistic which operates in three sub division like in domestic, international and planning. The most important division is marketing which also has three sub divisions like IT sales, Marketing Communication (MARCOM) and Product Marketing. Planning and control is also an important division having the highest sub divisions like Branch Accounts. Finance, Legal and Taxes, Administration and ix. Facility and Internal Audit. The last division is Recording Media Energy (RME) and Mobile Electronic (ME) it is sub divided into RME sales/ marketing and ME sales/ marketing. The overall organisational structure can be better understood with the help of the following diagram-

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DIAGRAM 2: ORGANISATIONAL STRUCTURE
AVIT CAV SALES

NR

RETAIL

SALES SUPPORT

B2B

BRANCH

BPP

BPP SALES

TECHNICAL SUPPORT PRODUCT QUALITY SERVICE OPERATION TECHNICAL SUPPORT CENTER

SERVICES

NPC

DIVISION STRUCTURE

HR

REGIONAL HR

CORPORATE HR

ITS

IT HARDWARE

IT SOFTWARE

LOGESTIC

DOMESTIC

INTERNATIONAL

PLANNING

MARKETING

IT SALES

MARCOM

PRODUCT MARKETING

P&C

BRANCH ACCOUNTS

FINANCE

LEGAL &TAX

ADMINISTRATIVE / FACILITY

INTERNAL AUDIT

RME &ME

RME SALE&MARKETING

ME SALES & MARKETING

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3.4: MARKETING MIX OF SONY: Sony Corporation has established Sony India Pvt. Ltd. in the year 1994 for selling and distribution of its products in India. Since then Sony is providing quality products and after sales services to the Indian customers. Sony’s marketing mix tools which is also called the four P’s of marketing; product, price, place and promotion can be described as follows3.4.1: PRODUCT: Sony offers a wide range of electronic products in the country. During the tenure of

its business in India it has establish popular brands under its name like Bravia, Cybershot, Handycam, Vaio, Walkman, Blu-ray disc recorder etc. Sony’s product mix consists of 14 different ranges of products. With the change in the technology Sony is shown in the following table. TABLE 2: PRODUCT MIX OF SONY: Sony’s product depths and in depths change very frequently. The product mix of

Product Mix Television& Projector

Product Line Bravia LCD, LED and 3D TV Projectors Public Display Panel

Home video Home Audio Computer ( Vaio)

Blu Ray Disc Payer DVD/HDD Player Hi-Fi System Hi-Fi Components Z- Series S- Series Y- Series E- Series

Table contd…

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Home Theatre System

Blu Ray Home Theatre System DVD Home Theatre System Home Theatre System Component

Video Camera(Handycam)

Hard Disc Drive Handycam Flash Memory Stick Handycam Inter changeable Lens Handycam

Digital Camera (Cybershot)

Series-T H-Series W-Series S- Series

Digital Frame

Sight & Sound Picture Perfect Simply Fun

Inter changeable Lens Camera

A-mount SSLR Camera E-mount Camera A-mount SSLR Camera Lens E-mount Camera Lens

Game

Play Station 3 Play Station 2 Play Station Portables

Portable Audio

Walkman Digital Media Players Multimedia Speaker Voice Recorder Headphone

Battery & Chargers Car Assoceries Storage & Recording Media

Battery Chargers In Car Entertainment Car Assoceries Memory Card USB Storage Media Multi Card Reader Video Media Audio Media Storage Media Professional Media

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3.4.2: PLACE: In India, Sony has its footprint across all major towns and cities through a

distribution network comprising of over 5000 direct dealers and sub dealer and distributors and around 240 exclusive showrooms. Sony imports its products from Thailand, Malashya and Bangkok and stock at hub warehouse in places like Delhi, further it is distributed to authorised distributors, direct dealers and national retails like Future Group and then to the end customers. DIAGRAM 3: DISTRIBUTION STRUCTURE OF SONY (EMPHASIS TO GUWAHATI MARKET) Kolkata, Mumbai and Chennai. Then it furthers distributed to city warehouse and

THAILAND

BANGKOK

MALASHYA

KOLKATA HUB WAREHOUSE

DELHI HUB WAREHOUSE

CHENNAI HUB WAREHOUSE

MUMBAI HUB WAREHOUSE

GUWAHATI WAREHOUSE

REST OF NORTH EAST REGION

DISTRIBUTORS

DIRECT DEALERS

NATIONAL RETAILS

AUHTORISED DEALERS END CUSTOMERS

END CUSTOMERS 11

DIAGRAM 4: MARKETING CHANNELS OF SONY:
MANUFACTURER (IN COUNTRY LIKE THAILAND, BANGKOK AND MALASHYA )

CNF AGENTS AT NATIONAL LEVELS & LOCAL LEVELS

DISTRIBUTORS

DEALERS

END CUSTOMERS

FOLLOWED BY AFTER SALES SERVICES

AFTER SALES SERVICES OF SONY: Sony almost has after sales services in all the major cities of the country. The after sale service of Sony is highly appreciated by all the major retailers in the city Guwahati and they are in the opinion that this is the most important reasons for its premium brand image.

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3.4.3: PRICE (LCD/LED TV PRICES): Sony has maximum retail price (MRP), DP (Dealer price) and Market operated price (MOP). MOP is a price below which no dealer can sale the products of Sony. Currently there are 25 models of Sony Bravia which are available in Guwahati market including LCD TV, LCD LED TV and LED 3D TV. The MRP lists of all the models are shown in the table below: TABLE 3: MRP LIST OF AVAILABLE BRAVIA MODELS:
NO 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 SL CATEGORY LCD LCD LED LCD LCD LED LCD LCD LCD LCD LCD LED LED LED 3D LCD LCD LCD LED LED 3D LED 3D LED 3D LED 3D LED LED LED 3D BRAVIA MODEL KLV-22EX300 KLV-22BX300 KLV-22EX420 KLV-26CX320 KLV-26BX320 KLV-26EX420 KLV-32NX500 KLV-32CX320 KLV-32BX320 KLV-32CX420 KLV-32CX32D KLV-32EX420 KLV-32EX520 KDL-32EX720 KLV-40BX400 KLV-40EX400 KLV-40NX500 KLV-40EX520 KDL-40NX710 KDL-40EX720 KDL-46EX720 KDL-46NX710 KLV-46EX520 KLV-46CX520 KDL-55EX720 SCREENE SIZE (INCH) 22 22 22 26 26 26 32 32 32 32 32 32 32 32 40 40 40 40 40 40 46 46 46 46 55 MRP (RS) 16,900 15,900 20,900 25,900 24,900 29,900 39,900 33,900 32,900 37,900 40,900 42,900 47,900 57,900 56,900 58,900 61,900 68,900 1,53,900 83,900 1,03,900 1,53,900 93,900 73,900 1,79,900

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3.4.4: PROMOTION (SONY BRAVIA DURING THE CRICKET WORLD CUP 2011): Cricket is the most favourite sports in India and when it is a matter of hosting the ICC Cricket World Cup 2011 then it is a very right time for electronic companies like Sony to promote their products. Sony India had spent around Rs.100 crore for carrying out extensive marketing promotions during the Cricket World Cup 2011. The campaign also included over 3,000 TVC spots across 19 leading channels, print campaign across 36 top media and a very impactful outdoor campaign with more than 100 billboards across India. Further, shop-front overhaul was also an integral part of Sony’s campaign that ensured maximum visibility. To create maximum synergy during the World CUP 2011, Sony also appointed the biggest cricketing connect initiative, Sony India had introduced a very exciting lucky draw promotion in which on purchase of BRAVIA TV, 100 lucky families got a chance to meet Dhoni. Sony had also associated itself with Airtel through a consumer promotion through which consumers could avail of a free Airtel HD DTH connection on purchase of BRAVIA Full HD TVs. In the online sphere, Sony introduced ‛Cheer Dhoni“ contest on Facebook, which created a very positive response from the fans. Matching with the campaign, Sony created a micro site where match schedules, Dhoni’s autographed wallpapers, screen savers and details of the promotional offers and BRAVIA line-up were available. sensation of India, M. S. Dhoni as its brand ambassador. As a special consumer

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CHAPTER 4: RESEARCH METHODOLOGY 4.1: TITLE OF THE PROJECT:

‛A study on the present market scenario of LCD/LED TV with special emphasis to market size and Sony Bravia’s market share in the city Guwahati“
4.2: NEED FOR THE STUDY: In recent times, there is an upward trend in the LCD/LED TV market in Guwahati. Sony is one of the most leading brands in the nation and also has a high demand in Guwahati, though the contribution of sale of LCD/LED TV from the entire North Eastern Region is very negligible in comparison with the sale of LCD/LED TV in places like West Bengal, Uttar Pradesh, Delhi, Mumbai etc and with the total sale of India. Guwahati constitutes around half of the entire sale of the North Eastern Region of Sony Bravia and it is considered as the priority market in the entire NE Region. To increase the business in Guwahati the management have to make some effective marketing and selling strategies. An effective marketing strategy is only possible when the organisation exactly know the present market scenario of LCD/LED TV in Guwahati as well as their position as a brand in terms of unit’s turnover in the market. Thus with the help of this Summer Internship Project, an attempt has been made to understand the market scenario of LCD/LED TV in Guwahati along with the total market size on an monthly basis and also to find Sony’s position among the competitors like Samsung, LG, Phillips, Panasonic, Videocon, Onida, Sharp, Haire, Sansui, Akai, Sanyo etc. 4.3: AIMS AND OBJECTIVE: 4.3.1: MAJOR OBJECTIVES:  To study the market size of LCD/LED TV in Guwahati market.  To study the market share of Sony Bravia in Guwahati.  To study the sales and display share of Sony Bravia in top 6 retail outlets on the basis of sale.

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4.3.2: OTHER OBJECTIVES:  To study the market share of Sony Bravia in popular screen sizes like 32 inch, 26  To study the market share of Sony Bravia in top four business places in Guwahati on the basis of sale.  To study the scope of instalment purchase system for LCD/LED TV in Guwahati. 4.4: RESEARCH DESIGN: The research design for this project is descriptive in nature as the objective is to study the market size of LCD/LED TV and market share of Sony Bravia from different angles of analysis. The descriptive research is followed by Single Cross Sectional target population and information is obtained from this sample only once. DIAGRAM 5: RESEARCH DESIGN: Design because in the study only one sample of retail outlets is drawn from the inch and 22 inch.

Conclusive Research Design

Descriptive Research

Cross Sectional Sesign

Single Cross Sectional Design
.

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4.5: DESCRITIVE RESEARCH METHOD: The descriptive research method begins with collecting primary data by survey method by visiting retail outlets in the city Guwahati and thereby obtaining quantitative information from the sample respondents with the help of a structured questionnaire as given in Annexure. DIAGRAM 6: DESCRITIVE RESEARCH METHOD:

Marketing Research Data

Primary Data

Quantative Data

Descriptive

Survey Data

Questionnaire

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4.6: TARGET POPULATION: The target population for the study is all retail outlets, national retails and branded shops dealing with LCD/LED TV or both CRT TV and LCD/LED TV in the city Guwahati. The outlets dealing only CRT TV are out of the purview of the study. 4.7: SAMPLE SIZE: The sample size for the study is 47 outlets including retail outlets dealing multiple brands, branded shops of Sony, Samsung, LG and Panasonic and national retail like population which are situated in major business places in Guwahati. TABLE 4: DETAILS OF SAMPLE SIZE: Area/Road Number of retail outlets A K Azad Road G S Road B N Saikia Road Maniram Diwan Road R G Baruah Road Zoo Road A T Road Lakhotokia Panbazar Fancybazar Maligaon Total 5 10 4 4 3 2 2 2 2 3 2 39 Number of branded shops 4 1 1 1 7 1 1 5 15 5 4 3 3 3 2 2 3 2 47 Number of national retails sample Total Big Bazar. The sample drawn for the study has almost covered 95% of the target

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4.8: SAMPLING TECHNIQUE: I followed a simple random sampling (SRS) under Probability Sampling Techniques because each element in our target population i.e. ‛All retail outlets, branded shops an equal chance/probability of selection in our sample size and every element was selected independently of other element and the sample is drawn at random procedure. We selected a sample size of 47 outlets as respondents from the city Guwahati and we executed our sampling process by visiting each and every outlets selected as sample and by interviewing sales person, owners or counter sales man fulfil the research project. DIAGRAM 7: SAMPLE DESIGN PROCESS: with the help of a structured questionnaire to obtain the required information to and national retails dealing with LCD/LED TV or both LCD/LED TV in Guwahati“ had

SAMPLING DESIGN PROCESS TARGET POPULATION SAMPLING TECHNIQUES PROBABILITY SAMPLING TECHNIQUE

SIMPLE RANDOM SAMPLING (SRS)
SAMPLE SIZE OF 47 OUTLETS EXECUTION OF SAMPLING PROCESS BY INTERVIEWING DEALERS WITH THE HELP OF QUESTIONNAIRE

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4.9: TOOLS AND TECHNIQUE OF ANALYSIS: The data collected from the survey with the help of a structured questionnaire is evaluated with the help of MS Excel and where ever applicable frequency distribution of some variables are calculated with the help of SPSS (Statistical Package for the Social Sciences) and the analysis of the major findings were done on percentage basis and the analysis were shown with the help of diagrams. 4.10: LIMITATION OF THE STUDY:  Obtaining data is totally dependent on the mood of the sales person.  Some of the retail outlets do not want to reveal their sales figure.  Some retailers provide wrong information regarding their sale.  The entire population has not been covered around 5% was remaining which may not provide 100% accurate picture of the market scenario of Guwahati.

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CHAPTER 5: MARKET SCENERIO OF LCD/LED TV IN GUWAHATI:

5.1: OVERVIEW OF THE GUWAHATI MARKET: Guwahati city is considered as the selling hub for LCD TV including LED TV and 3D LCD TVS in the NE Region is generated from the city Guwahati. The major brands available in Guwahati market are Sony, Samsung, LG, Phillips, Panasonic, Videocon and Onida. Other brands are also available in the market like Sanyo, Sharp, Sansui, Akai, Haire Koryo and Hyundai but their contribution in the total market share of LCD TV is negligible. The customer’s preference range is Rs 21,000-Rs 40,000 for purchase of LCD/LED TV. Though the generation is moving toward the LCD TV but still CRT TV holds a very strong position in the market. Guwahati is a place where all levels of income group peoples reside and CRT TV is still the first choice for lower middle class people and lower income group people. There are around 70 (seventy) retail outlets including shopping malls like Big Bazzar which are dealing with television sets, out of which around 48 (forty eight) outlets are dealing with both CRT TV and FPD TV, 5(five) retail outlets exclusively dealing with only LCD/LED/3D TV and 17 (seventeen) retail outlets are exclusively dealing with CRT TV. TABLE 5: DETAILS OF RETAIL OUTLET DEALING WITH CRT TV AND LCD TV: Details Dealing only with CRT TV Dealing only with LCD (LCD/LED/3D) TV Dealing with both CRT and LCD TV Total retail outlets Number of retail outlets 17 5 48 70 TV in the entire North Eastern Region. Almost fifty percent of the total turnover of

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5.2: DEALERSHIP OF MAJOR BANDS IN GUWAHATI MARKET: As per the market survey, it is found that brands like Samsung and LG has highly penetrated into the market of Guwahati by giving authorised dealership to more than 85 % retail outlets to deal with CRT TV and LCD TV. Sony is always considered as a premium brand and only deals with LCD TV and has less authorised dealers as compared to Samsung and LG to sale its products to the end customers. Customers in Guwahati highly prefer Sony, Samsung and LG therefore dealers are bound to deal with these brands in order to increase customer’s footstep into the shop. Brands like Phillips, Panasonic, Videocon and Onida they have a moderate demand in the market therefore the dealers deal with such brands just to provide various options to the customers and sometimes they push those brands to earn a higher margin on sale than the popular brands like Sony, Samsung and LG. Regarding other brands like Sanyo, Sharp, Sansui, Akai, Haire, Koryo (Future Group Brand) and Hyundai they do not have such demand in the market but still they are trying to establish a strong hold in the market share and offer high margin of profit to the dealers to sale their products. The dealers which are dealing with such low demand brands generally push those brands to earn high profit margin only to those customers who are not that brand conscious, for whom after sales services does not matter a lot and only the thing matter is low price. Though brands like Sanyo, Sharp, Sansui, Akai, Haire and Hyundai are giving high profit margin but still there authorised dealers are very less compare to Sony, Samsung and LG. The situation of dealership can be understood with the help of the following table and bar diagram.

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TABLE 6: NUMBER OF DEALERS OF MAJOR BRAND: BBRANDS SONY SAMSUNG LG PHILLIPS PANASONIC VIDEOCON ONIDA OTHERS NUMBER OF DEALERS 29 40 40 7 15 7 14 14 PERCENTAGE OF DEALERSHIP (%) 61.70 85.10 85.10 14.89 31.91 14.89 29.78 29.78

DIAGRAM 8: DETAILS OF DEALERS OF EACH BRAND:

45 40 35 30 25 20 15 10 5 0
SONY SAMSUNG LG PHILLIPS PANASONIC VIDEOCON ONIDA OTHERS

40

40

29

15
7 7

14

14

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5.3: MAJOR BUSINESS PLACES IN GUWAHATI: In Guwahati, Fancybazar is considered as the most favourite place for shopping garments. It is also considered as the business hub within the city, many retail outlets, wholesalers, distributors and branded shops of garments, electronic items, cosmetic products, toys, pharmaceutical, FMCG products etc. are situated in this place. But it is found that in case of LCD TV there are only 3 (three) retail outlets which deal in both LCD TV and CRT TV. There are also a few shops which deal with only CRT TV. As per the survey, it is found that the complete GS Road starting from Lachit Nagar to 6 Mile Flyover has highest number of retail outlets which amounts to 15 outlets and around 41.17% of the total sale in Guwahati is generated from this place, which can be said as the most favourable area for customers to purchase LCD TV immediately followed by Maniram Diwan Road, B N Saikia Road (From Beltola last gate to Basistha Charali) and RG Baruah Road which are generating around 15.51%, 8.26% and 7.52 % of total sale respectively. Other business places are A K Azad Road, Panbazar, Maligaon, Zoo Road and Lakhotokia. The top market places in the city along with the number of outlets in each area/ roads and share of total monthly sale can be described as under: TABLE 7: TOP BUSINESS PLACE:
AREA/ROAD A.K. AZAD ROAD GS ROAD B.N.SAIKYA ROAD MANIRAM DIWAN ROAD ZOO ROAD RG BARUAH ROAD AT ROAD LAKHOTOKIA PANBAZAR FANCYBAZAR MALIGAON TOTAL OUTLETS 5 15 5 4 3 3 3 2 2 3 2 47 SHARE OF SALE (%) 6.04 41.17 8.26 15.51 3.16 7.52 3.90 2.35 5.57 3.56 2.96

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DIAGRAM 9: SHARE OF SALE OF TOP BUSINESS PLACES IN GUWAHATI:

4% 8% 3%

2%

6%

4%

3%

6%
A.K. AZAD ROAD GS ROAD B.N.SAIKYA ROAD

41%

MANIRAM DIWAN ROAD ZOO ROAD

15% 8%

RG BARUAH ROAD AT ROAD LAKHOTOKIA PANBAZAR FANCYBAZAR MALIGAON

INFERENCE: From the above diagram it is found that among the top four business place G S Road is highest selling place of LCD/LED TV followed by Maniram Diwan road, B N Saikia Road and R G Baruah Road.

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5.4: PICK BUSINESS SEASONS FOR SALE OF LCD/LED TV: Generally the sale of television rises during Bihu, Durga Puja and Dwali i.e. during the festival seasons in Guwahati because during that time all companies give lots of attractive offers. As per the survey around 83 % of the dealers are in the opinion that the do maximum business in the month October and 68% of the dealers do maximum business in the month November. 51% and 42% of the dealers do maximum sale in the month of March and April respectively. From the following diagram it is clear that October is the highest selling month, November is the second chosen by number of dealers. DIAGRAM 10: HEIGHEST SELLING MONTH AS CHOSEN BY NUMBER OF DEALERS:

highest immediately followed by March and April as 3 rd and 4th respectively as

45 40 35 30 25 20 24 20 39 32

15
10 5 0 2
JANUARY FEBRAURY MARCH APRIL

13
10 9 2
AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER

0
MAY

0
JUNE

0
JULY

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5.5: POPULAR SCREENE SIZE OF LCD/LED TV IN GUWAHATI: From the survey it is found that combining all the brands LCD/LED TV are available in 10 different screen sizes comprising of 55 inch, 47 inch, 46 inch, 40 inch, 32 inch, 26 inch, 24 inch, 22 inch and 19 inch in Guwahati. Among those screen size The most sold screen size in the city is 32 inch followed by 26 inch and 22 inch respectively. Therefore these three screen size can be considered as the most popular screen size which have a very high demand in the city. DIAGRAM 11: SHARE OF DIFFERENT SCREEN SIZE IN TOTAL SALE OF LCD/LED TV: more than 85 % of the total market size is captured by 32 inch, 26 inch and 22 inch.

1%

0% 5% 55 INCH 47 INCH

2% 2% 2% 22%

1% 34%

46 INCH 42 INCH 40 INCH 32 INCH 31% 26 INCH 24 INCH 22 INCH 19 INCH

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5.6: CRT TV SALE SHARES FROM THOSE SHOPS WHICH SALE BOTH CRT AND LCD TV: Though the demand for LCD/LED TV is in increasing trend but still the demand for CRT TV has not got affected. There is a heavy demand of CRT TV in the city. On the basis of the research study it is found that almost every retail outlets accept a few all retail outlets sale CRT TV from their respective counters. It is also found that CRT TV is having more sales in comparison with LCD/LED TV. It is observed that CRT TV holds around 55% of the total sale of television from the outlets taken as sample for the purpose of the research. And around 80% of CRT TV customers purchase 21inch screen size. DIAGRAM 12: CRT TV SALES SHARE IN TOTAL SALE OF TELEVISION:

1489, 45%
CRT

1817, 55%

LCD/LED

28

5.7: MOST RECOMMENDED BRAND BY THE DEALERS IN GUWAHATI: In Guwahati, Samsung is the most recommended brand. Around 51% of the dealers recommend Samsung to the customers when they are not pre determined to purchase a particular brand and ask the dealers to help them in choosing a good brand. There are two most important reasons for recommending Samsung to the customers; firstly, there is a high profit margin from dealers point in selling Samsung in comparison with Sony and LG and lastly, the after sale service is also very good which satisfy the customers. LG is also recommended by around 21% of the dealers just because of good after sales services where as it is found that the dealers which recommend Sony only because of after sales services and sometimes to push excess stock of LCD/LED TV. DIAGRAM 13: NUMBER OF DEALERS RECOMMENDING A PARTICULAR BRAND:
30 25 20 15 10 7 5 0
SONY SAMSUNG LG

24

10

NO OF DEALERS

3 0
PHILLIPS PANASONIC

1
VIDEOCON

1
ONIDA

1
OTHERS

29

CHAPTER 6: ANALYSIS AND INTERPRETATIONS In this particular chapter, efforts have been have to analyse the data collected from the survey in order to fulfil all the objectives given under the research topic ‛A study on the present market scenario of LCD/LED TV with special emphasis to market size and Sony Bravia’s market share in the city Guwahati“. Each and every objective is fulfilled with proper analysis individually with the help of tables, pie diagram, bar diagram and thereby interpreting the results. The scope of the analysis are The analysis will help to know the market size of LCD/LED TV in Guwahati. Bravia in the market along with other competitors.  Sony Bravia’s position in selling the popular screen size can also be determined with the help of the data analysis. identified.  Sony Bravia’s market share in top business places can also be separately  Sony Bravia’s display share as well as sales shares from top 6 retail outlets on the basis of highest sale from the counters.  The analysis will also help us to understand the scope of finance facilities for selling LCD/LED TV in Guwahati.

 With the help of analysis it will be possible to find out the actual position of Sony

30

6.1: ANALYSIS 1:- SALES FIGURE OF THE RETAIL OUTLETS TAKEN AS SAMPLE SIZE: TABLE 8: SALE OF LCD/LED TV IN GUWAHATI:
SL 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 SHOP SHIVAM ASSOCIATE APB ENTERPRISE STAR FREEZE SUNIL ENTERPRISE GB ENTERPRISE BHARALI COMMERCIALS BHARALI BROTHERS RADIO CORPORATION GHOSH BROTHERS HIMTECH CORPORATION KAIZEN VYAPAR SAMSUNG PLAZA ENSIGH ELECTRONIC TARANG APPLIANCE MARUTI COLLECTION GHOSH BROTHERS BAMBINO PATWARY BROTHERS NAVRANG SONY CENTER CLASSIC UNIFLAME MID LAND SPECTRUM LIGHTING SANGAM NEXT ELECTRO COOLING NEW STAR FREEZE EASTERN ELECTRONICS SHAYAM'S ELECTRONIC SANGANERIA AGENCY GUWAHATI STORES INDUS ELECTRONICS SHYAN ELECTRONIC SPECTRUM BHARALI BROTHERS OM SAI ELECTRONIC ROHINI SONY 0 0 0 0 0 23 25 3 4 0 0 0 14 9 0 0 30 0 0 150 19 8 0 6 15 20 0 5 6 7 6 12 18 0 30 6 7 6 SAMSUNG 0 9 25 0 20 4 15 1 3 0 0 45 18 10 0 7 25 5 12 0 15 27 5 5 22 13 0 24 10 5 10 8 7 0 40 15 7 5 LG 15 3 18 15 0 2 5 1 5 4 50 0 0 3 0 0 20 10 13 0 16 3 3 3 3 8 0 17 2 3 2 0 5 0 20 2 7 5 PHILLIP 0 0 0 0 10 0 5 0 0 0 0 0 0 0 0 0 0 0 0 0 2 0 0 0 5 1 0 0 0 0 0 0 0 0 0 0 0 1 PANASONIC 0 0 0 0 0 0 0 0 0 0 0 0 0 3 45 0 5 0 0 0 1 25 3 0 0 5 0 0 0 0 0 0 0 0 0 0 4 7 VIDEOCON 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 2 0 2 0 8 7 0 0 0 0 0 0 0 0 0 3 2 ONIDA 5 0 0 0 6 4 0 0 3 0 0 0 0 0 0 5 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 4 0 OTHERS 0 0 0 0 4 0 0 0 0 2 0 0 0 0 0 0 0 0 0 0 0 0 0 2 0 2 3 0 0 0 0 0 0 3 0 0 0 2 TOTAL 20 12 43 15 40 33 50 5 15 6 50 45 32 25 45 12 80 15 25 150 53 65 11 18 45 57 10 46 18 15 18 20 30 3 90 23 32 28

31

39 40 41 42 43 44 45

UFONIC MAITRI LG SHOOPE SRI GOPAL ELECTRONIC KIRAN ELECTRONICS CHANAKYA ELECTRONIC ASSAM RAILWAY COOP.ASSOCIATION LTD

0 5 0 3 0 4 12

0 10 0 4 2 8 3

2 10 20 2 1 3 2

0 1 0 0 0 0 0

1 2 0 0 0 0 4

2 0 0 0 0 0 0

0 6 0 0 3 4 3

0 4 0 0 0 0 1

5 38 20 9 6 19 25

46 47

TARANG'S BIG BAZAR TOTAL

0 5 458

3 10 457

4 8 315

0 1 26

8 2 115

0 4 30

2 2 47

0 18 41

17 50 1489

INFERENCE: The above table shows the average monthly sale of LCD/LED TV of 47 outlets which is taken as the sample size out of the target population and includes retail outlets dealing with multiple brands, brand shops and national retail. From the above table it is clear that the market size of LCD/LED TV in Guwahati is around 1489 LCD/LED combining all the brands such as Sony, Samsung, LG, Phillips, Panasonic, Videocon, approximately 1489 units in Guwahati. television sets i.e. on an average basis all the 47 outlets combining together and Onida and other brands like Sharp, Haire, Akai, Sansui, Sanyo, Koryo etc. sale

32

6.2: ANALYSIS 2:- SALES OF LCD/LED TV BY DIFFERENT BRANDS AVAILABLE IN THE CITY: TABLE 9: SALE OF LCD/LED BY ALL BRANDS:
SL 1 2 3 4 5 6 7 8 BRAND SONY SAMSUNG LG PHILLIPS PANASONIC VIDEOCON ONIDA OTHERS TOTAL UNITS 458 457 315 26 115 30 47 41 1489

DIAGRAM 14: MARKET SHARE OF LCD/LED TV :

8% 2%

2% 3%

3% 31%

SONY

21%

SAMSUNG LG PHILLIPS PANASONIC VIDEOCON

30%

ONIDA OTHERS

33

INFERENCE: The above table shows the contribution of different brands toward the market size of LCD/LED TV. It is clearly visible that in Guwahati, brands like Sony, Samsung and LG has outperformed all the other brands where as Sony and Samsung sitting at the top position holding 31% and 30% market share immediately followed by LG holding 21% of the same. Panasonic is also doing moderate business compared with rest of the brands holding 8% of the market share and brands like Phillips, Videocon, Onida and other brands hold 2%, 2%, 3% and 3% market share respectively.

6.3: ALALYSIS 3:- SALE OF 32 INCH LCD/LED TV OF ALL BRANDS: TABLE 10: SALE OF 32 INCH LCD/LED TV: BRANDS SONY SAMSUNG LG PHILLIPS PANASONIC VIDEOCON ONIDA OTHERS TOTAL UNITS 168 165 107 8 33 4 3 19 507

34

DIAGRAM 15: SHARE OF BRANDS IN 32 INCH LCD/LED TV:

1% 1% 6% 2% 33% 4%

SONY
SAMSUNG

21% LG PHILLIPS PANASONIC VIDEOCON 32% ONIDA OTHERS

INFERENCE: The total market size of 32 inch LCD/LED TV is 507 units which is 34.05% of total market size. In 32 inch market Sony and Samsung are in close competition having 33% and 32% market share respectively, followed by LG holding 21% share. From the above it is clear that in market of 32 inch LCD/LED, 86% of the respective market size is Phillips 2%, Panasonic 6%, Videocon 4%, Onida 1% and others 1%. captured by Sony, Samsung and LG and the rest 14% share is covered by brands like

35

6.4: ANALYSIS 4:- SALE OF 26 INCH LCD/LED TV OF ALL BRANDS: TABLE 11: SALE OF 26 INCH LCD/LED TV:
BRAND SONY SAMSUNG LG PHILLIPS PANASONIC VIDEOCON ONIDA OTHERS TOTAL UNITS 151 147 110 2 28 3 16 2 459

DIAGRAM 16: SHARE OF BRANDS IN 26 INCH LCD/LED TV:

1% 0%

0% 4% 33%
SONY SAMSUNG LG PHILLIPS PANASONIC VIDEOCON

6%

24%

32%

ONIDA OTHERS

36

INFERENCE: The market size of 26 inch LCD/LED TV is around 459 units which are 30.8% of the total market size. In this popular screen size market again Sony, Samsung and LG Samsung’s share is 32% and LG’s share is 24% followed by Panasonic with 6% share, Onida with 4% share and other including Phillips hold only 1% which is very negligible. together hold around 89% of the market share out of which Sony’s share is 33%,

6.5: ANALYSIS 5:- SALE OF 22 INCH LCD/LED TV IN GUWAHATI: TABLE 12: SALE OF 22 INCH LCD/LED TV: BRAND SONY SAMSUNG LG PHILLIPS PANASONIC VIDEOCON ONIDA OTHERS TOTAL UNITS 68 101 77 8 16 17 25 13 325

37

DIADRAM 17: SHARE BRANDS IN 22 INCH LCD/LED:

8% 5% 5% 2%

4%

21%
SONY SAMSUNG LG PHILLIPS

24%

31%

PANASONIC VIDEOCON ONIDA OTHERS

INFERENCE: The market size of 22 inch LCD/LED TV is 325 units and it represents 21.8% of the total market size. This particular screen size is normally sold less than the other two popular screen sizes i.e. 32 inch and 26 inch. From the above table and diagram it is clear that Samsung is leading with 31% share followed by LG with 24% and Sony is in third position holding 21% of share. The brands like Phillips, Panasonic, Videocon, Onida and other brands also has a moderate sale in 22 inch screen size market and screen size the market is open for all brands and customers also purchase brands other than Sony, Samsung and LG. holds 2%, 5%, 5%, 8% and 4% respectively. It can be said that in this particular

38

6.6: ANALYSIS 6:- BUSINESS OF LCD/LED IN G S ROAD: DIAGRAM 18: SALE OF LCD/LED TV OF DIFFERENT BRANDS:
250

212
200 152 150 100 61 50 10
ONIDA

126

0
SONY SAMSUNG LG

0
PHILLIPS PANASONIC

0
VIDEOCON

2
OTHERS

DIAGRAM 19: SALE SHARE OF DIFFERENT BRANDS:
0% 11% 2% 38% 22%
SONY SAMSUNG LG PANASONIC ONIDA

27%

OTHERS

39

TABLE 13: SALE OF DIFFERENT SCREEN SIZE OF LCD/LED TV:
SCREEN SIZES 55 INCH 47INCH 46 INCH 42 INCH 40 INCH 32 INCH 26 INCH 24 INCH 22 INCH 19 INCH TOTAL SALE UNITS 9 3 20 15 56 193 167 10 82 8 563 SHARE (%) 1.60 0.53 3.55 2.66 9.95 34.28 29.66 1.78 14.56 1.42

INFERENCE: From the above diagrams and tables it is found that the market size in G S Road of LCD/LED TV is 563 units and the place is very favourable for Sony which is having around 38% of the business followed by Samsung with 27%, LG 22% and Panasonic zero business for Phillips and Videocon in the area. Regarding different screen size market condition it is also found that from this place 34% of sale is made for 32 inch LCD/LED TV. Around 30% of sale is made for 2 inch, around 14% sale is for 22 inch and the rest 16% sale is done for other screen size like 55 inch, 47 inch, 46 inch, 42 inch, 40 inch, 24 inch and 19 inch. with11%. There is a very negligible business for Onida and other brands. There is

40

6.7: ANALYSIS 7: BUSINESS OF LCD/LED TV IN MANIRAM DIWAN ROAD: DIAGRAM 20: SALE OF LCD/LED TV:
120

100

97

80

63
60

41
40

26
20

2
0
SONY SAMSUNG LG PHILLIPS PANASONIC

2
VIDEOCON

0
ONIDA

0
OTHERS

DIAGRAM 21: SALE SHARE OF DIFFERENT BRANDS:
0% 11% 1% 18%

0%

1%
27%
SONY SAMSUNG LG PHILLIPS PANASONIC VIDEOCON

42%

ONIDA OTHERS

41

TABLE 14: SALE OF DIFFERENT SCREEN SIZE AND THERE MARKET SHARE:
SCREEN SIZE 55 INCH 47 INCH 46 INCH 42 INCH 40 INCH 32 INCH 26 INCH 24 INCH 22 INCH 19 INCH TOTAL UNITS 0 0 0 5 12 79 87 1 45 2 231 SHARE (%) 0.00 0.00 0.00 2.16 5.19 34.20 37.66 0.43 19.48 0.87

INFERENCE: From the above tables and diagrams, it is found that Samsung has outperformed all the bands including Sony and LG and having the highest market share in that particular business place. Though there are only four retail outlets but 15.51% of the entire business of LCD/LED TV in Guwahati is done in this place. Samsung alone holds 42% of the business in MD Road followed by Sony, LG and Panasonic with 27%, 18% and 11% respectively. Whereas other brands including Phillips, Onida area 26 inch screen size LCD/LED are sold the maximum having around 38% of the total sale immediately followed by 32 inch and 22 inch with 34% and 19% share in different screen size market in the place. The screen size like 55 inch, 47 inch and 46 inch does not have demand in this part of the market. and Videocon does not have such demand in the place. It is also found that in this

42

6.8: ANALYSIS 8:- BUSINESS OF LCD/LED TV IN BN SAIKIA ROAD: DIAGRAM 22: SALE OF LCD/LED TV:
50 45 40 35 30 25 20

44

22 18 14 10

15
10 5 0
SONY SAMSUNG LG PHILLIPS

7
2
PANASONIC VIDEOCON ONIDA

6

OTHERS

DIAGRAM 23: MARKET SHARE OF DIFFERENT BRANDS:

8% 6% 11% 1%

5%

15%

18%

SONY SAMSUNG LG PHILLIPS PANASONIC

36%

VIDEOCON ONIDA OTHERS

43

TABLE 15: SALE OF DIFFERENT SCREEN SIZE OF LCD/LED:
SCREEN SIZE 55 INCH 47 INCH 46 INCH 42 INCH 40 INCH 32 INCH 26 INCH 24 INCH 22 INCH 19 INCH TOTAL UNITS 0 0 0 4 1 24 36 5 46 7 123 SHARE (%) 0.00 0.00 0.00 3.25 0.81 19.51 29.27 4.07 37.40 5.69

INFERENCE: In this area almost all the brands have demands but it is found that LG for the first time has taken the lead with a market share of 36% immediately followed by Samsung 18%, Sony 15% Panasonic 11% and others including Phillips, Videocon and Onida together hold 20% of the share. From this area the sale of 22 inch is the highest with 37.40 % share followed by 26 inch and 32 inch with 29.27% and 19.51% share respectively. There is no demand for big screen LCD/LED TV like 55 inch, 47 inch and 46 inch.

44

6.9: ANALYSIS 9: BUSINESS OF LCD/LED TV IN RG BARUAH ROAD: DIAGRAM 24: SALE OF LCD/LED TV:

40 35 30 25 20 15 10 5 15 11 35 35

6

5 0

5

0
SONY SAMSUNG LG PHILLIPS PANASONIC VIDEOCON

ONIDA

OTHERS

DIAGRAM 25: MARKET SHARE OF DIFFERENT BRANDS:
0% 13% 5% 31%
SONY SAMSUNG LG

5%
5% 10%

PHILLIPS PANASONIC

31%

VIDEOCON ONIDA OTHERS

45

TABLE 16: SALE OF DIFFERENT SCREEN SIZE OF LCD/LED:
SCREEN SIZEE 55 INCH 47 I NCH 46 INCH 42 INCH 40 INCH 32 INCH 26 INCH 24 INCH 22 INCH 19 INCH TOTAL UNITS 0 0 0 1 3 48 17 4 32 7 112 SHARE (%) 0.00 0.00 0.00 0.89 2.68 42.86 15.18 3.57 28.57 6.25

INFERENCE: In RG Baruah Road there are only 3 retail outlets but it contributes 7.52% of the entire market size which is the fourth highest LCD/LED TV selling area in Guwahati. In this place Sony and Samsung both share equal amount of sale with 31% market 10% share. Surprisingly, Videocon has high demand than LG in this particular area share each. In comparison with the above two brands LG has less business with only with 13% share. Onida does not have any business in RG Baruah Road and other brands together including Phillips and Panasonic constitutes 15% share. It is also found that 32 inch and 22 inch screen size LCD/LED TV is generally sold the maximum with 42.86% and 28.57% respectively share of the entire sale from this with 15.18%, 3.57% and 6.25% share respectively. place. Screen size like 26 inch, 24 inch and 19 inch also has a moderate business

46

6.10: ANALYSIS 10: SALE AND DISPLAY SHARE OF MAJOR BRANDS IN RETAIL OUTLETS IN GUWAHATI WHICH ARE SELLING MORE THAN 50 LCD/LED TV PER MONTH: On the basis of the survey, the retail outlets which are dealing with multiple brands of LCD/LED TV are listed and only those outlets which are selling more than 50 LCD/LED TV in a month are taken for a detailed analysis regarding display and sales share those outlets. The main objective behind this analysis is to find out Sony Bravia’s display and sales share in those particular shops which are dealing with other brands along with Sony. This will help the management to make strategies to increase the business with those retail outlets after knowing the exact position of the brand in the top outlets in Guwahati. TABLE 17: RETAI OUTLETS SELLING 50 OR MORE LCD/LED TV IN A MONTH: RANK 1 2 3 4 5 6 RETAIL OUTLET Spectrum Bambino Uniflame Next Classic Bharali Brothers LOCATION Shilpukuri, MD Road Ganeshguri, GS Road Bamonimoidain, MD Road Ulubari, RG Baruah Road Chandmari, MD Road. Panbazar. SALE 90 80 65 57 53 50 (UNIT)

47

ANALYSIS 10.1: SALES AND DISPLAY SHARE OF SONY BRAVIA IN in the retail outlet ‛SPECTRUM“: Spectrum deals with Sony, Samsung and LG . It is the highest selling LCD/LED TV retail outlet in Guwahati. DIAGRAM 26: DISPLAY SHARE:

11, 26%

10, 24%

SONY SAMSUNG LG

21, 50%

DIAGRAM 27: SALES AS PER DIFFERENT SCREEN SIZES:
20 18

18
16 14 12 10 8 6 4 2 0
40 INCH

13 10 8 5 6 8 7 4 6
SONY SAMSUNG

5

LG

32 INCH

26 INCH

22 INCH

48

DIAGRAM 28: SALES SHARE:

45%

SONY 22% SAMSUNG LG

33%

INFERENCE: Sony Bravia’s display share is the lowest with 24% share and regarding sale it has display of Sony is less than LG but it has more sales share than LG where as Samsung is leading both in display and sales share. around 33% share and is the second heighest selling brand in the outlet. Though the

49

ANALYSIS 10.2:- DISPLAY AND SALES SHARE IN THE RETAI OUTLET ‛BAMBINO“: Bambino is the second highest outlet for selling multi brands LCD/LED TV in the city. It deals in Sony, Samsung, LG and Panasonic. DIAGRAM 29: DISPLAY SHARE:

5, 18%

7, 26%

SONY

8, 30%
7, 26%

SAMSUNG LG PANASONIC

DIAGRAM 30: SALE AS PER DIFFERENT SCREEN SIZE:
16 14 12

15

15

10
10 8 6 4 2 0

10
9
SONY SAMSUNG

5 5 3 1
46 INCH

5

LG PANASONIC

1
32 INCH 26 INCH 22 INCH

1
19 INCH

50

DIAGRAM 31: SALES SHARE:

6%

25%

38%
SONY SAMSUNG LG PANASONIC

31%

INFERENCE: In Bambino the display of LG is more than Sony and Samsung and holds 30% display share where as Sony and Samsung both share equal share of 26% each following by 38% of the sales share. From the above it is also found that the 22 inch screen size is sold more compared with other screen sizes from the counter. In screen size 32 inch, Sony is the most favourable. Panasonic. It is found that the Sony has the highest selling brand from the counter with

51

ANALYSIS 10.3: DISPLAY AND SALES SHARE IN THE RETAIL OUTLETS ‛UNIFLAME“ It is the third highest LCD/LED TV selling outlet and deals with Sony, Samsung, LG, Panasonic, Videocon and Sharp. DIAGRAM 32: DISPLAY SHARE:
1, 3% 2, 7% 5, 18%

7, 25%

SONY SAMSUNG 10, 36% 3, 11% LG PANASONIC VIDEOCON SHARP

DIAGRAM 33: SALE OF DIFFERENT SCREEN SIZE :
14 12 10 8 6 4 2 0
42 INCH 32 INCH 26 INCH 24 INCH 22 INCH

12 10 10
SONY

7 5

7

SAMSUNG LG

4
3 1 1 3 2

PANASONIC VIDEOCON

52

DIAGRAM 34: SALES SHARE:

13%

39%

SONY
SAMSUNG LG

PANASONIC
43% 5%

INFERENCE: It is found that Samsung has the highest display share with 36%, followed by Sony with 18% and LG with 11%. Samsung is also the highest selling brand with 43% of the sales share from the counter. Surprisingly, Panasonic has also high sale 5% share. As per the sales person of Uniflame, Sony’s profit of margin from dealers point is lower than Samsung and Panasonic. They only sale Sony Bravia to those customers who are loyal to the brand. They always try to push the products of Samsung and Panasonic to the customers. compared to Sony and LG with 39% share where as Sony has only 13% and LG with

53

ANALYSIS 10.4: DISPLAY AND SALE SHARE IN THE RETAIL OUTLET ‛NEXT“ It is the fourth highest LCD/LED selling outlets in the city and deals with Sony, Samsung, LG, Phillips, Panasonic, Videocon and Hyundai. DIAGRAM 35: DISPLAY SHARE:

2, 7% 5, 17%

1, 3%

10, 35%

SONY SAMSUNG

2, 7%

LG PHILLIPS 4, 14% 5, 17% PANASONIC VIDEOCON

HYUNDAI

DIAGRAM 36: SALES OF DIFFERENT SCREEN SIZES:
10

9
9

8 8
8 7

6
6 5 4

42 INCH 40 INCH 32 INCH

3
3

3

3 2

26 INCH 22 INCH

2 2
2

1
1 0

1

1

1

1

1

11

19 INCH

SONY

SAMSUNG

LG

PHILLIPS

PANASONIC

VIDEOCON

HYUNDAI

54

DIAGRAM 37: SALES SHARE:

2, 3%
8, 14%

20, 35%
5, 9% 1, 2%

SONY SAMSUNG LG

PHILLIPS
PANASONIC

8, 14%

VIDEOCON HYUNDAI
13, 23%

INFERENCE: It is found from the above that in this outlet Sony’s display and sale is the heighest compared with all the brands with 35% share each. Samsung, LG and Panasonic also has reasonable display share with 17%, 14% and 17% respectively where as their sales share are 23%, 14% and 14% respectively. It is also found that Samsung 32 inch LCD is sold more compared to other brands where as Sony is leading in 22 inch and Panasonic is leading in 26 inch screen size LCD/LED TV. As per the sales person of the outlet, they push excess stock of Sony by recommending customers to buy Sony Bravia, and the same strategy is also adopted for other brands. Sony’s after sales services is highly appreciated by the dealers.

55

ANALYSIS 10.5: DISPLAY AND SALE SHARE IN THE REYAIL OUTLET ‛CLASSIC“ This is the fifth highest selling retail outlet in the city. The outlet ‛Classic“ deal with brands like Sony, Samsung, LG, Panasonic, Phillips and Onida. This is also one of the biggest outlets in the city. DIAGRAM 38: DISPLAY SHARE:

3, 8% 5, 13%

2, 5%

12, 32%
SONY SAMSUNG LG 16, 42%

PHILLIPS PANASONIC

DIAGRAM 39: SALES OF DIFFERENT SCREEN SIZE:
12

11 10

10
8 SONY 6

5 4 4 3

5 3

SAMSUNG LG PHILLIPS

4

2
2

2
1

2

1

PANASONIC

0 40 inch 32 INCH 26 INCH 22 INCH 19 INCH

56

DIAGRAM 40: SALES SHARE:

1, 2% 2, 4%

SONY 19, 36% 16, 30% SAMSUNG LG PHILLIPS PANASONIC

15, 28%

INFERENCE: In this shop Samsung has the highest display share with 42% followed by Sony and LG with 32% and 13% share. But regarding sale Sony leads followed by LG with 36% and 30% respectively. From this counter 26 inch screen size is sold most and LG leads in this screen size. Sony and Samsung are the most recommended brands from the shop because the quality of the product and after sales services.

57

ANALYSIS 10.6: DISPLAY AND SALE SHARE OF THE RETAIL OUTLET ‛ BHARALI BROTHERS“ Bharali Brothers, Panbazar is the sixth highest selling outlets for LCD/LED TV in Guwahati. It deals with Sony, Samsung, LG and Phillips. DIAGRAM 43: DISPLAY SHARE:

3, 23% 5, 39%

2, 15%

SONY SAMSUNG

LG
3, 23% PHILLIPS

DIAGRAM 42: SALES OF DIFFERENT SCREEN SIZE:
14 12 10 8 6 4 2 0
46 INCH

12

7

7 7

SONY SAMSUNG LG

3 0
32 INCH

3

3 2 2 1 0

3

PHILLIPS

26 INCH

22 INCH

19 INCH

58

DIAGRAM 43: SALE SHARE:

10% 10% SONY SAMSUNG 50% LG PHILLIPS 30%

INFERENCE: In this shop, Sony has the highest display share with 39% and the sales share is 50% followed by Samsung with display share 23% and sales share of 30% respectively. From this shop Sony is recommended by the sales person in most of the occasion. It is found that 32 inch screen size is sold the most from the counter. Whereas maximum customer prefer only Sony for big screen LCD/LED TV from this counter.

59

6.11: ANALYSIS 11: DEMAND FOR INSTALLMENT PURCHASE SYSTEM FOR LCD/LED TV: In the research an effort has been made to know whether customer ask for finance facilities for purchasing LCD/LED TV from the retail outlets in Guwahati. For this purpose, the dealers according to their experience gave their opinion about how many customers asks for finance facilities in every month and regarding their opinion for not implementing finance facilities. TABLE 18: PROSPECTIVE AND AVAILING CUSTOMERS OF FINANCE FACILITIES: CATEGORY NUMBER OF OUTLETS Outlets not providing finance facilities facilities Outlets providing finance 42 5 NUMBER OF CUSTOMER ASKING FOR FINANCE FACILITIES 500 (prospective customer) 154 (customer availing finance facilities)

DIAGRAM 44: REASONS OF DEALERS FOR NOT PROVIDING FINANCE FACILITIES:
40 35 30 25

38

27 20

20 15 10 NO OF DEALERS

5
5 0 LACK OF FUND NO SUPPORT FROM COMPANY NO SUPPORT FROM FINANCIAL INSTITUTION PROBLEM OF COLLECTION

60

TABLE 19: DEALERS PROVIDING FINANCE FACILITIES AND THEIR SOURCE:
Retail Outlets Kaizen Vyapar Spectrum Rohini Ufonic Big Bazar Source of finance Self Urban Bank Union Bank of India India Union Bank of Future Money interest (%) 0% 7.5% 0% 0% 0% Rate of payment(RS) 40% MRP 50% of MRP 50% of MRP 50% of MRP 33% on MRP Down instalments 6 6 3 3 6 No of max. Security Yes Yes Yes Yes Yes Liquid

INFERENCE: The dealers do not want to take extra burden for collection of instalments and also many major brands do not take the initiative to support the dealers for providing finance facilities to the end customers. The dealers also don’t get much support from finance facilities for purchasing LCD/LED TV. It is also found that there are two banks i.e. Urban Bank and Union Bank of India which are supporting retail outlets for financing televisions. But 50% of the MRP have to be paid as down payment (DP) finance facilities and out of that 80% of the outlets do not provide finance facilities because there is no proper support from financial institutions and around 57% outlets do not provide finance facilities because there is no support from respective companies. Whereas it is found from the dealers that lots of customers ask them about the availability of finance facility in their shop, on an average basis combining all the outlets which do not provide such facility around 500 customers every month seek for finance facilities. On the other hand around 150 customers are purchasing LCD/LED TV in finance from the outlets which provide such facilities. Therefore it can be said that the scope of finance facilities in Guwahati is very high. which again becomes a big issue to the customers. Around 42 outlets do not provide financial institution. It is found that only 5 outlets out of the sample size provide In Guwahati, the trend of finance facilities for consumer durables is not popular.

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6.12: ANALYSIS 12: MARKET SHARE OF DIFFERENT BRANDS WITHOUT CONSIDERING THE SALE OF BRAND SHOPS: An effort has been made to analysis the share of different brands without considering the sale from the brand shops of Sony, Samsung, LG and Panasonic. SHOP: DIAGRAM 45: MARKET SHARE WITHOUT CONSIDERING THE SALE OF BRANDED

30, 3% 70, 6% 26, 2%

47, 4% 41, 3% 308, 26% SONY SAMSUNG

245, 21%

LG PHILLIPS PANASONIC 412, 35% VIDEOCON ONIDA OTHERS

INFERENCE: It is found that if the sales from the brand shops in Guwahati are not taken into consideration then Samsung outperformed Sony in the sale of LCD/LED TV, in this case Samsung holds 35% of the market share whereas Sony’s share is 26% and LG Sony Center toward the overall market share of Sony is very crucial. with 21%. Therefore it can be said that the contribution of sale of LCD/LED TV from

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CHAPTR 7: MAJOR FINGINGS While analysing various factors many relevant results have been found which will play an important role in making any decision regarding the market of LCD/LED TV in Guwahati by the management of Sony India Pvt. Ltd. 7.1 FINDINGS: The major findings of the market survey are as follows: The market size of LCD/LED TV in Guwahati is around 1489 units per month. TV by the customers.  Around 82% of the market size is captured by those three major brands i.e. Sony, Samsung and LG.  Sony has the highest market share with around 31% of the total market size.  Samsung is giving tough competition to Sony with around 30% share of the market size and is the second most selling brand.  LG has the third highest market share with 21% of the market size.  Out of the remaining 18% share, Panasonic alone holds 8% and the rest are shared by other brands including Phillips, Videocon and Onida.  Around 87% of the total market size is captured by 32 inch, 26inch and 22inch screen size LCD/LED TV and the rest 13% is covered by 55inch, 47inch, 46inch, 42inch, 40inch, 24inch and 19inch. 34% of the market size. 31% of the market size.  The market size of 22inch screen size is 325 units which is around 22% of the market size, LG is 21%.  In 26inch screen size, Sony’s share is again 33%, share of Samsung is 32% and LG’s share is 24%.  In 32inch screen size, Sony’s share is 33%, Samsung’s share is 32% and share of  The market size of 32inch screen size is around 507 units per month which is  The market size of 26inch screen size is around 459 units per month which is  In Guwahati, Sony, Samsung and LG are the most preferred brands for LCD/LED

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 In 22inch screen size, share of Sony is 21% which is lower than Samsung with 31% and LG with 24% share. Particularly in this screen size, the sale of LCD/LED TV of Sony is much lower compared with Samsung.  Without considering the sale of LCD/LED TV from brand shops, Sony’s share is  Top business areas in Guwahati are GS Road, Maniram Diwan Road, BN Saikia  The market size of LCD/LED TV in GS Road is around 613 units per month which constitutes 41% of the total market size. In this area Sony has the heighest market share with 38% followed by Samsung and LG with 27% and 22% respectively.  The market size of LCD/LED TV in Maniram Diwan Road is around 231 units per month which constitutes 15% of the total market size. In this area, Samsung has the heighest share with 42% followed by Sony and LG 27% and 18% respectively.  The major outlets in Guwahati selling more than 50 LCD/LED TV per month are Sony Center, Spectrum, Bambino, Uniflame, Next, Classic, Bharali Brothers (Panbazar), Kaizen Vyapar and Big Bazzar.  The total market size of television including CRT TV and LCD TV is around 3306 units.  The share of CRT TV is around 55% and that of LCD/LED TV is 45%.  Sony’s display share in outlets like Spectrum, Bambino, Uniflame, Next, Classic and Bharali Brothers are 24%, 26%, 18%, 35%, 32% and 39% respectively. Bharali Brothers are 33%, 38%, 13%, 35%, 36% and 50% respectively. Rohini, Kaizen Vyapar, Ufonic and Big Bazzar.  Around 500 customers demand Zero Percent Finance Facilities in Guwahati.  Samsung is the most recommended brand by the dealers to the customers.  Sony’s sales share in outlets like Spectrum, Bambino, Uniflame, Next, Classic and  Around 150 customers availing the finance facilities from shops like Spectrum, Road and RG Baruah Road. only 26% where as the share of Samsung and LG are 35% and 21% respectively.

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7.2: SWOT (STRENGTH WEAKNESS OPPORTUNITY AND THREAT) ANALYSIS OF SONY BRAVIA: STRENGTH:  Sony is considered as a premium brand in the market.  Many dealers consider Sony’s product better in comparison with other brands in quality.  The after sales service is also highly appreciated by many sales people of the retail outlets taken as sample size. WEAKNESS:  Sony does not have much display compared with other brands.  Sony has less penetration in the market in terms of dealership in Guwahati compared with Samsung and LG. OPPORTUNITY:  Sony can increase its display in the retail outlets.  Sony can sale its LCD/LED TV by providing Zero Financing Facilities to the customers by supporting the dealers. THREAT:  High penetration of Samsung and LG’s products in the market.  Sony is less recommended by many dealers due to low margin compared with Samsung which ultimately hampers Sony’s market.

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CHAPTER 8: RECOMMENDATION Though Sony has the highest market share but it is almost equal to Samsung. Sony can only retain its position in LCD market if it can increase the sale of LCD/LED TV in Guwahati. In the current scenario, the rate of penetration Samsung have it will not take much time for Samsung to beat the sale of Sony. As Sony has the highest share in the market so it can be understand that customer prefers Sony Bravia over other brands. But to retain the position the management have to explore new opportunities. Some of the opportunities areI. II. Sony can increase its display in the retail outlets. Sony can sale its LCD/LED TV by providing Zero Financing Facilities to the customers by supporting the dealers. Both the above recommendations are directed to increase sales of Sony Bravia. The reasons for recommendation can be justified as under: 8.1: JUSTIFICATION FOR RECOMMENDATION I ‛SONY CAN INCREASE ITS DISPLAY IN THE RETAIL OUTLETS“ TABLE 20: CORRELATION BETWEEN DISPLAY AND SALE OF LCD/LED IN GUWAHATI:
BRANDS SONY SAMSUNG LG PHILLIPS PANASONIC VIDEOCON ONIDA OTHERS TOTAL CORRELATION BETWEEN DISPLAY AND SALES DISPLAY 190 221 149 18 58 24 30 30 720 0.994525292 SALES 458 457 315 26 115 30 47 41 1489

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The above table shows the correlation between display and sales of LCD/LED TV and it is found that the correlation is 0.99 approximately. As the result is very close to 1, therefore display and sales are positively correlated with each other, with the increase of one the other will definitely increase or with the decrease in one the other will decrease. So, the management must make some strategies to increase the display shares of market share. 8.2: JUSTIFICATION FOR RECOMMENDATION II ‛SONY CAN INCREASE THE SALE OF LCD TV BY PROVIDING ZERO FINANCE FACILITIES TO THE CUSTOMERS BY SUPPORTING THE DEALERS“: As per the survey, it is found that around 500 customers in Guwahati every month enquire about Finance facilities for purchase of televisions which indicate that they are the prospective customers for Zero Finance Facilities. Around 80% of the dealers are in the opinion that more than 50% customers of television prefer CRT TV over LCD TV because of they do not have enough money to purchase LCD and in the same time they also do not get good financial support from retailers or banks. However there are some outlets where they provide finance facilities but the amount of down payment is high and the repayment period is less. In this scenario if Sony India Pvt. Ltd. supports the dealers with extra margin for implementing Zero Finance Facility from dealers point as they do in other parts of the country then it can increase its sale and thereby increasing its market share in Guwahati. 8.2.1: ESTIMATION OF INCREASE IN MARKET SHARE OF SONY: Before estimating the market share after adopting the Zero Finance Facilities, certain assumption have to be taken into consideration.

Sony Bravia in the retail outlets so that it can increase the sale thereby increasing the

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ASSUMPTION:  The estimation is based on ceteris paribus i.e. with other things being the same  31% (Sony’s current market share) of the prospective customers are converted into real customers of Sony with the help of Zero finance Facilities. TABLE 21: ESTIMATION: Prospective customers [A] Sony’s market coverage [B] Conversion of prospective customers into real customers [C=A*B] Sony’s current market coverage (units) [D] Sony’s new market coverage [E=C+D] New market size with the increase in Sony’s sale [F=1489+155] Sony’s estimated market share [G=E/F*100] Increase in market share from previous [G-B] 500 31% 155 458 613 1644 37% 6% or all other thing being equal.

From the above table it is found that Sony’s share can be increased by 6% from the same. Whereas in real situation other things will never remain the same and major brands like Samsung and LG will definitely make some counter strategies which the the market. 8.2.2: CHALLENGES OF IMPLEMENTATION OF ZERO FINANCE FACILITY: The challenge in front of the company for implementing Zero Finance Facility is that system for consumers and additional margin do not play a motivational factor for them. They are in the opinion that extra man power is required for such increases the chance of bad debts. many dealers consider it as burden and they reluctant to adopt any such financing management of Sony India Pvt. Ltd. have to deal with according to the situation in

current scenario if it provides Zero Finance Facility with other things remaining the

implementation and also involve a problem of collection of monthly installment; it

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8.2.3: STP (SEGMENTING, TARGETING AND POSITIONING) STRATEGY FOR ZERO FINANCING FACILITY: Before implementing the finance facility Sony India Pvt. Ltd. have to clearly define its STP. As all the dealers may not be interested in adopting such financing scheme and there is no point of forcing the dealers which may result otherwise. Sony has to make a demographic segmentation on the basis of high or medium selling counters and have to target those dealers who are already providing financing facilities or those who used to provide but due to some reasons they are not facilitating now and those dealers who will be highly interested. The company have to position itself by giving an additional margin only to those who will implement such schemes for selling Sony Bravia. 8.2.4: DEALER’S BENEFIT: Before demonstrating the benefits of the scheme Sony India Pvt. Ltd. have to define meet the needs of the consumers. Some of the terms can be  Zero interest rate.  No discount on MRP.  20% of MRP have to be paid as down payment.  Remaining 80% in 5 equal instalments.  Liquid assets such as LIC, KVP and Fixed Deposits etc have to be provided by customers as a security, the value of which must equivalent to the amount of finance. ASSUMPTIION FOR CALCULATION OF DEALER’S BENEFITS: As the original profit margin cannot be disclosed therefore all the calculation is done on certain assumption; they are The MRP of any Bravia is Rs 100.  The current dealer price is RS 90.  The current selling price is Rs 95.  Current discount is 10% for dealers.  An additional 5% discount is given on MRP to the dealers for providing finance facilities.
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the terms and condition of Zero Finance Facility to safeguard the dealers as well as to

 Under Zero finance scheme there will be no discounts for customers and the selling price will be RS 100.

TABLE 22: COMPARISION OF PROFIT MARGIN BEFORE AND AFTER ADOPTING ZERO FINANCE FACILITY FOR THE DEALERS:
Before Zero Finance Facilities MRP Dealer's price (DP) Selling price (SP) Profit Profit margin ( is earned at time zero) Rs 100 Rs 90 Rs 95 Rs 5 MRP Dealer's Price (100-10-5) Selling price Profit end of 5 months) After Zero Finance Facilities RS 100 Rs 85 Rs 100 Rs 15 17.6%

5.56 % Profit margin (is earned at the

From the above table it is clear that if dealers adopt finance facilities and help Sony India Pvt. Ltd. to increase the sale of LCD/LED TV then they will earn a profit margin of 17.6% in 5 months which is more than 3 times of the current profit margin.

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CHAPTER 9: CONCLUSION As per the survey conducted and analysis made for Sony India Pvt. Ltd. on the topic

‛A study on the present market scenario of LCD/LED TV with special emphasis to market size and Sony Bravia’s market share in the city Guwahati“ it can be concluded that Sony is considered as the premium brand and is most preferred by the customers but in terms of sale Samsung is almost equal to Sony. In 32inch and 26inch screen size LCD Sony’s sale is highest. Because of the presence of Sony Centre in GS Road which is the highest LCD TV selling area in Guwahati, Sony outperformed the sale of all other brands. Though Sony has highest market share with 31% but the market size is only 1489 units which is very less compare to other major cities in the country. There is a big market opportunity for Sony in Guwahati to expand the market size of LCD/LED TV thereby increasing the market share in Guwahati by increasing the display share and also by implementing the Zero Finance Scheme as it does in other big markets of the country.

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BIBLIOGRAPHY

BOOKS REFFERED:  Marketing Research by Naresh K Malhotra, Satyabhushan Dash (6th Edition).  Marketing Management by Philip Kotler, Kevin Lane Keller, Abraham Koshy and Mithlileshwar Jha (13th edition)

WEBSITES VISITED:  www.sony.co.in  www.displaysearch.com  www.wikipedia.com  www.samsung.co.in  www.lg.com  www.panasonic.com  www.phillip.com  www.onida.co.in  www.censusindia.gov.in  www.videocon.com  www.businessandeconomy.org

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ANNEXURE Questionnaire for the SIP project ‛A STUDY ON THE PRESENT MARKET

SCENERIO OF LCD/LED TV WITH SPECIAL EMPHASIS TO MARKET SIZE AND SONY BRAVIA’S MARKET SHARE IN THE CITY GUWAHATI“ QUESTIONNAIRE
Sir/Madam, I am doing a brief survey to find out the market size of LCD/LED TV in Guwahati and market share of different brands. I would be grateful to you if you could spare a few minutes to participate in it. Thank you for your cooperation.
Subhasish Das Assam Institute of Management

SL NO Name of the shop: Address: 1) How many authorised dealership you have?

2) What are the brands for which you have authorised dealership? Sony Samsung LG Phillips Panasonic Videocon Sharp Onida Others If other specify:

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3) What are the brands displayed in the shop? Brands Sony Samsung LG Phillips Panasonic Videocon Sharp Onida Others 4) What is the average sale of television on the basis of last twelve month sale from the counter? Brands Sony Samsung LG Phillips Panasonic Videocon Sharp Onida Others LCD/LED TV CTV TOTAL Sale as per size of LCD/LED TV Sizes LCD/LED TV CTV Total

5) Which are the highest selling month from your counter on the basis of past 3 years experience? JAN JULY FEB AUG MAR SEP `APR OCT MAY NOV JUN DEC

6) What is the price range of LCD/LED TV that customer maximum looks for in your shop? Above Rs 14000-Below Rs 16000 Above Rs 21000-Below Rs 25000 Above Rs 35000- Below Rs 40000 Above Rs 70000 74 Above Rs 16000-Below Rs 21000 Above Rs 25000- Below Rs 35000 Above Rs 40000-Below Rs 70000

7) What is the price range of CTV which customer maximum purchase from your shop? Below Rs 4000 Above Rs 7500-Below Rs 10000 Above Rs 4000-Below Rs 7500 Above Rs 10000

8) Do CTV customers enquire about LCD/LED TV price ranges at the time of purchase? Yes No

9) Do Customers ask for instalment system so that they can purchase LCD TV instead of CTV? Yes No

10) If yes, around how many customers seek for instalment system every month? 11) Do you provide credit/instalment system facility to the customers? Yes 12) If yes, who support you for providing credit/instalment facilities? Self Banks Company Private Financers No

13) If yes, what is the average sale of television on the basis of last twelve month sale from the counter with the help of credit/ instalment system? the counter? Lack of fund No support from the respective company No support from financial institutions Problem of collection (if self financed) 14) If no, why you never thought to implement such a credit/instalment system to increase sale from

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15) According to your selling experience, which among the following reason is the most appropriate that high range CTV customers don’t opt for LCD TV? Pre determine to purchase CTV Budget constrain of the individual Lack of credit/ instalment facility Customer don’t need LCD TV Other (specify) ( )

16) Which brand you recommend the most to the customers who does not come to the shop to purchase a pre- determined brand? Sony Samsung LG Phillips Panasonic Videocon Sharp Onida Others 17) Which is the most appropriate reason for recommending a particular brand over other brands? High profit margin To push excess stock After sales services Others (specify) ( )

Thank you

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