This action might not be possible to undo. Are you sure you want to continue?
I hereby declare that the work, which is being presented in this project, entitled “Advent of LCD TVs and their future prospects in India” is an authentic record of my own work carried out by me under the supervision and guidance of Mr. S.Thiyagarajan, Project Guide, BHAI PARMANAND INSTITUTE OF BUSINESS STUDIES, Shakarpur, Delhi. This project was undertaken as a part of the Summer Training Project as per the curriculum of “Guru Gobind Singh Indraprastha University, Delhi” for the partial fulfillment of MBA from “Bhai Parmanand Institute of Business Studies, Shakarpur”. I have not submitted the matter embodied here in this project for the award of any other degree/diploma.
ASHUTOSH FOTEDAR ROLL NO. 0031143908 M.B.A., THIRD SEMESTER BHAI PARMANAND INSTITUTE OF BUSINESS STUDIES, SHAKARPUR, DELHI
This is to certify that Mr. Ashutosh Fotedar Roll No. 0031143908, Student of MBAIIIrd Semester, has satisfactorily completed his Project Research Title- “Advent of LCD TVs and their future prospects in India” as a part of Summer Training Project under my guidance for the partial fulfillment of M.B.A degree under Guru Gobind Singh Indraprastha University, Delhi for the year 2009-10.
Mr. S.THIYAGARAJAN [MBA- IN- CHARGE] BPIBS, SHAKARPUR
The project entitled “Advent of LCD TVs and their future prospects in India” was a challenging assignment for me and required an improved environment, extensive endeavor and all necessary support. I take this opportunity to express my gratitude to Mr. Vijay Sharma and Mr. S. Thiyagarajan my Project Guide on behalf of the company and college respectively for their able guidance, cooperation and out of box thinking without which this project would not have been exciting at all. The successful progression of my project also gives me the opportunity to acknowledge and appreciate the staff of the organization as well as of the college that provided me much needed stimulating suggestions and encouragement in order to steer this project towards completion.
The survey was conducted by me by visiting 50 dealers of consumer electronics in North Delhi region. has made the country’s consumer electronics industry highly dynamic. growing disposable income and availability of easy finance schemes. Each of the questions was designed to satisfy at least one of the secondary objectives of the research. microwave and washing machines have low penetration in the country. The industry has been witnessing significant growth in recent years due to several factors. the consumer electronics goods. Keeping the above fact in mind. representing vast room for future growth. Television continues to be the mainstay of the consumer electronics industry in India with the transition slowly occurring to newer technologies such as LCD and PDP. 4 . The exploratory research was carried out with 50 respondents with a set of 20 open and close ended questions. The exploratory findings helped me in determining the key factors which needed to be further explored for making the marketing strategy for my company. on the back of rapid economic growth. But still.EXECUTIVE SUMMARY India has an increasingly affluent middle class population that. such as retail boom. The response format was of a mixed variety which also helped in better determination of outcomes. To find out the reasons influencing the minds of the common man a marketing research was carried out by me. like refrigerators. the present report is prepared to formulate a marketing strategy for increasing the market share of the company in case of the sale of LCD TVs. This is attracting many foreign majors to the country.
4 1.2 8 9 Topic Consumer Electronics Industry Worldwide Consumer Electronics Industry Indian Consumer Electronics Industry Trends in Indian Consumer Electronics Industry Competition Overview Policy and Initiatives Challenges and Opportunities Company Profile Introduction Vision Key People Future Goals Essential Theory Liquid Crystal Display Television Marketing Mix Branding Process Consumer Decision Process Research Report Data Analysis and Interpretation Observations and Findings Conclusion and Strategy Conclusion Proposed Marketing Strategy Bibliography Annexure Page No 06 07 09 13 15 17 21 23 24 25 25 26 28 29 39 47 75 79 82 98 100 101 101 105 107 5 .1 7.3 2.No 1.1 3.3 1.6 2 2.1 1.2 3.2 1.3 3.2 2.CONTENTS Chapter No 1 S.1 2.5 1.4 3 3.4 4 5 6 7 7.
The convergence of digital-based audio. These changes began nearly two decades ago and have resulted in an avalanche of state of the art electronic devices in the 6 . witnessing a phenomenal growth. of technologies.1 Worldwide Consumer Electronics Industry The consumer electronics industry is a global business. the consumer electronics industry is in the midst of a new wave of change. video and information technology is a major reason. Consumer electronics appliances such as digital televisions. In recent years.1 CONSUMER ELECTRONICS INDUSTRY 1. portable media players and educational toys are in a state of constant flux.CHAPTER . products and markets. It is ushering in a dawn of convergence.
It paved the way for digital devices such as camcorders. Miniaturization also accelerates the growth of the consumer electronics industry. consumer confidence at lows and consumer electronics companies suffering. incorporating both digital visual and digital MP3 capabilities.market.3%. any growth is sure to be welcome." Television sales are expected to grow by 2.5 percent and 9. Mobile phones accounted for 26.1 percent this year over last year to 1. It has also witnessed the emergence of mobile telecommunications technology. this year’s growth will only be 4. Digitalization transformed the consumer electronics sector.2 billion units. in-home or in-car consumer electronic items with multiple functions has increased tremendously.7% to $694 billion in 2008. Mobile phone sales grew by 13 percent in 2008 and by 15. making its way into the family living room. miniaturization and mobility are the key elements for modern consumer electronic products. While sales grew 13. The slowdown in 2009 is expected to affect products virtually across the board. Still with the economy in a downturn.6 percent in 2009 to 232 million units. Microsoft-based Media Centre PCs have pushed the two industries even closer together than before. “Liquid crystal displays will grow slower in 2009 but will still achieve double digit unit and 7 . HDTV’s with VGA connections and SD/MMC card slots. The CEA said that although mobile phone growth was expected to slow "the macro trend of work. according to the Consumer Electronics Association. delivering new and exciting entertainment products that have changed the way we live.4 percent in 2007.7 percent of total revenue last year but sales are expected to slow in 2009. from mobile phones to televisions to computers.1 percent growth rates of the previous two years. computer monitor and LCD TV. The computer industry has also benefited. The demand for a multitude of portable. play and communicate anywhere. still camera. anytime will continue to drive innovation and CE sales. DVD player/recorder. personal media players. down from the 10. Digitalization. Global consumer electronic sales are expected to top $724 billion this year. the CEA forecast. growing by just 2.
televisions. "Plasma displays are forecast to achieve positive unit growth and negative revenue growth. the changes in the consumer electronics industry are not being driven by product evolution. Fundamentally. energy efficiency and recycling potential. The trade association said the trend towards "no strings attached" wireless devices would accelerate along with increased touch screen and voice activation technology." the CEA said. packaging." the CEA said. with North America accounting for the largest percentage of Blu-ray sales followed by Western Europe and Japan. Russia. "Desktops will experience declines in both units and revenue." The ratio of laptop PC sales to desktop PC sales is expected to continue to widen this year with 63 percent of the computers sold in 2009 expected to be laptops.2 percent over 2008 but still a significant drop from the 17. Consumer electronics companies producing computers.8 percent growth of last year.7 percent. As for trends to watch this year. the CEA said. the trade association said to expect products that were environmentally friendly in terms of the materials used.1 percent in revenue in 2009.revenue growth worldwide. "Laptop PCs are expected to continue to generate double digit increases in units and revenue in 2009. "Unit sales of portable navigation grew 55 percent in 2008 and are expected to grow another 22 percent in 2009. Brazil and India now account for nearly one-fourth of worldwide consumer electronics revenue (24 percent) while North America and Western Europe combined account for 37. The CEA said MP3/digital media players were expected to generate "strong sales" in 2009 along with portable navigation GPS units. Blu-ray DVD sales were expected to nearly double in both unit sales and revenue in 2009. the CEA said.4 percent in units and 1. but by fluctuations in the industry's business models. with growth forecast at 8. The CEA said emerging powers China. Companies that are capable of change and those that develop branding will be most successful. It said that in 2005." The CEA's 2009 outlook for computer sales is somewhat better. DVD players and other household electronics face the same challenges as other consumer goods 8 .It said the game console market is expected to grow by 5. the ratio of desktop PC unit sales to laptop PC unit sales was 58 percent to 42 percent." the CEA said.
Expanding distribution networks. a factor that makes demand. Japanese companies have captured the consumer electronics market. 4. closely followed by Europe.2 Indian Consumer Electronics Industry India has an increasingly affluent middle class population that. 9 . on the back of rapid economic growth. has made the country’s consumer electronics industry highly dynamic. pricing and promotions management even more challenging. Increased local manufacturing. 1.companies. Growing consumer confidence due to rising disposable incomes. 2. 3. Innovation. including: 1. The European market share is expected to take a drubbing due to the growing demand for consumer durables in the Asia Pacific consumer electronic market. Korean companies such as Samsung and LG are all trying to join the Japanese bandwagon. World famous brands such as Sony. The Asia Pacific region is the market leader wielding the biggest chunk of the market. Samsung can claim to be the world's fastest growing electronic company. The lifecycle of consumer electronics products is shrinking along with severe price deflation. differentiation and flexibility are critical to a company’s survival in the consumer electronics market. Panasonic and Matsushita are all owned by these Japanese manufacturers. The rapidly falling prices and improved functionality provided by convergence are influential forces behind the growing consumer demand for electronic items. The growth is aided by a multitude of factors. Easy financing schemes that are making purchases possible.
Growth of Consumer Electronics Production in India 18 16 14 12 10 8 6 4 2 0 15. 10 . rural electrification programs have always lagged behind schedule. demand for consumer durables has increased with rising income levels. over the years. double-income families.8 18 Rs billion Rs billion 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 Year In consonance with the global trend.9 12. availability of credit. The figure presents iSuppli's estimates and projections for the size of the Indian audio/video consumer electronics industry for the period of 2004 to 2011. Products like air conditioners are no longer perceived as luxury products.7 16. One of the critical factors those influences durable demand is the government spending on infrastructure. Given the government's inclination to cut back spending.2 13. especially the rural electrification program. changing lifestyles. Any incremental spending in infrastructure and electrification programs could spur growth of the industry.8 11. increasing consumer awareness and introduction of new models. This has not favoured durable companies till now.
With a market size of Rs. FPD remains a focus area. Most players in the consumer-electronics industry have introduced products in the FPD segment. the consumer electronics industry in India is poised for strong growth in the years to come.0 per cent from Rs. ISuppli Corp.15. 931. Companies are focusing on customizing products to suit Indian tastes. Several companies are conducting market research in order to understand the psyche of an Indian consumer. predicts the Indian audio/video consumer electronics industry will grow to Rs.18.The consumer electronics market is one of the largest segments in the electronics industry in India. For example.13 crore ($3. thereby incorporating specific design elements into their products. especially the Korean chaebols. and for few companies. 390 crore ($4. thereby creating a niche for themselves. The inputs from this research are determining product attributes and pricing and accordingly are achieving better acceptance among consumers. 897.5 billion) in 2007. companies are trying to identify customer requirements. catering to a population of more than 100 crore people.13 crore ($6. LG in 2006 launched a range of TVs from 21 inches to 29 inches in size that were designed based on the company's research on consumer preferences for television 11 .89 billion) in 2006.26.59 billion) by 2011. Television continues to be the mainstay of the consumer electronics industry in India with the transition slowly occurring to newer technologies such as LCD and PDP. rising at a Compound Annual Growth Rate (CAGR) of 10. By conducting consumer research.
companies are expanding their distribution networks in these areas. Due to the lower prices of unbranded products. As the awareness among rural consumers rises. Currently.sets. such as Flextronics' deal with in Silica for the development of SOC devices. rural consumers have not been as brandconscious as their urban counterparts. although they often have poor quality. However. The government has been focusing increasingly on developing the manufacturing sector by developing infrastructure. rural consumers have been inclined to buy these products. fabless companies are suitable to cater to such development because they can assist in moving the industry up the value chain by creating design-service opportunities for the Indian market. EMS and ODM companies in India have been associated with several design companies. In order to tap semi-urban and rural demand. This is reflected by the fact that established players are reporting years to come. The move has positively impacted sales for companies opting for rural expansion. This is in alignment with India figuring into the plans of several companies that want to cater to the domestic and export markets. As the local market gains size. Furthermore. the trend is gradually changing. some local partnerships also are appearing. India also is assuming a significant place in the global plans of several major electronics manufacturers. such instances are few and far between. However. they are expected to show a preference for branded products. thereby positioning it also as an export base. Domestic consumption is reaching significant size to trigger manufacturing in the electronics sector. Although electronics production has remained a miniscule portion of overall Indian manufacturing for a long time. these associations will become more common. higher sales of products in rural areas. rationalizing duties and creating export-promotion zones. ISuppli expects domestic manufacturing to be a key characteristic of this growth in the 12 . although such relationships represent an extension of their global relationships.
It provides an insight into the emerging and potential future trend in all the categories and highlights the key strategies that need to be worked upon to get success in the highly competitive industry.Mobile Handsets .Air Conditioner .3 Trends in Indian Consumer Electronics Industry RNCOS research report finds that since the penetration of several products like TVs and refrigerators are reaching saturation in the urban areas. audio/video appliances.MP3 Players .Digital Camera & Camcorder . the markets for these products are shifting to the semi-urban and rural areas. of following consumer electronics products: .1.Television . mobile handsets. and PC market.Washing Machines (Semi-automatic & Fully Automatic) . The report thoroughly analyzes the historic performance and future prospects.Refrigerator (Frost-free & Direct Cool) . 'Booming Consumer Electronics Market in India” offers extensive research on various consumer electronics products that are broadly classified as home appliances.Microwave Oven . underlining the future potential areas and key issues crucial for the industry development. This analytical research thoroughly evaluates the Indian consumer electronics industry. offering 4year industry forecast. It briefly discusses about the current and emerging trends in the industry.Set-top Box .PCs (Desktop & Notebook) 13 .
.The market for televisions in India is changing rapidly from the conventional CRT technology to Flat Panel Display Televisions (FPTV). the Indian consumer electronics industry is forecasted to grow at a rapid rate of 10% to 12% in the coming few years. are anticipated to drive the Indian refrigerators market over the forecast period. certainly growing at a much faster pace than the direct-cool category. . . . . demand for MP3 players and digital video appliances are anticipated to surge at double-digit rate in near future.The AC market in India is projected to grow at 30% to 35% for the coming few years. . changing lifestyle and rapid urbanization.Driven by young population. the split between CRT and FPTV is around 97% and 3% respectively.Volume sales of washing machine will be driven by growth in fully automatic category during 2008-09 to 2011-12.Propelled by growing middle class population. Currently.Key Research Findings: . and the share of FPTV is projected to increase at robust rate in near future.The low penetration level of consumer electronics goods coupled with increasing preference for comfort and luxurious goods are widely attracting the foreign as well as domestic players to the industry. 14 .Frost-free refrigerator sales.
In the year ending in March '06. Samsung India currently employs over 1600 employees. Roper. Estate. The parent company is headquartered at Benton Harbor. The Samsung manufacturing complex housing manufacturing facilities for Colour Televisions. operating 77 subsidiaries around the world with over 72. 375 crores. Refrigerators and Washing Machines is located at Noida. Pondicherry and Pune. the annual turnover of the company for its Indian enterprise was Rs. Today. The company owns three state-of-the-art manufacturing facilities at Faridabad. USA with a global presence in over 170 countries and manufacturing operation in 13 countries with 11 major brand names such as Whirlpool.1. According to IMRB surveys Whirlpool enjoys the status of the single largest refrigerator and second largest washing machine brand in India. Shanghai and Romen. Michigan. Colour Monitors and Refrigerators are being exported to Middle East. Whirlpool is the most recognized brand in home appliances in India and holds a market share of over 25%. Los Angeles. today enjoys a sales turnover of over US$ 1 billion in just a decade of operations in the country. with around 18% of its employees working in Research & Development. Bauknecht.000 employees worldwide it is one of the major giants in the consumer durable 15 . 1958 (As a private Company) and in 1959. Samsung India has its headquartered in New Delhi and has a network of 19 Branch Offices located all over the country. Samsung ‘Made in India’ products like Colour Televisions. San Francisco. Laden and Ignis.4 Competition Overview Samsung India Samsung India commenced its operations in India in December 1995. Kitchen Aid.1. near Delhi. LG India LG Electronics was established on October 1. Colour Monitors. CIS and SAARC countries from its Noida manufacturing complex. LGE started manufacturing radios. Samsung design centers are located in London. Tokyo. Whirlpool of India Whirlpool was established in 1911 as first commercial manufacturer of motorized washers to the current market position of being world's number one manufacturer and marketer of major home appliances.
It's global leading products include residential air conditioners. The company also has presence across the country with 21 company owned and 172 authorized service centers. Colombo (Sri Lanka).domain worldwide. CDMA handsets. 215 Sony World and Sony Exclusive outlets and 21 direct branch locations. The combined Sales during the Fiscal Year ended March 31. 1913.a leading manufacturer of 16 .200 Wholesale Dealers. Riyadh (Saudi Arabia) and Guangzhou (China-PRC). Japan. The name was changed to Kalyani Sharp India in 1986. the company was converted into a public limited company in the same year. The company was entered into a joint venture with Sharp Corporation. Toshiba India Toshiba India Private Limited (TIPL) is the wholly owned subsidiary of Japanese Electronic giant Toshiba Corporation and was incorporated in India on September 2001. Toshiba had a presence in India since 1985 and was represented in India through their Liaison Office. under the Indian Companies Act. In India. established its India operations in November 1994. Godrej India Godrej India was established in 1897. 1932. DVD players. more than 2.000 million (US$ 1. Sharp India Ltd Sharp India ltd was incorporated in 1985 as Kalyani Telecommunications and Electronics Pvt Ltd. The company has as many as 27 R & D centers and 5 design centers. 2006.270 million). The Company has Representative Offices in Sharjah (UAE). Japan . Sony India Sony Corporation. The Company is one of the largest privately-held diversified industrial corporations in India. 58. and more than 18. home theatre systems and optical storage systems. the Company was incorporated with limited liability on March 3. amounted to about Rs. Sony has its distribution network comprising of over 7000 channel partners. The Company has a network of 38 Company-owned Retail Stores. Nairobi (Kenya).000 Retail Outlets.
business tax incentives. Hitachi India Hitachi India Ltd (HIL) was established in June 1998 and engaged in marketing and sells a wide range of products ranging from Power and Industrial Systems. 1. Some of HIL’s product range includes Semiconductors and Display Components. EHTP (Electronic Hardware Technology Park) is an initiative to provide benefits to companies that are replacing certain imports with local manufacturing. in an attempt to encourage manufacture of electronics in India has changed the tariff structure significantly. 2001. no duties on imported components or capital equipment. materials and components. The products were sold under the Optonica brand name. The company manufactures consumer electronic goods such as TVs. Customs duty on Information Technology Agreement (ITA-1) items (217 items) has been abolished from March 2005. It is now possible to import duty-free all components and raw materials manufacture products and export it. LCD TVs.consumer electronic products to manufacture VCRs/VCPs/VTDMs. Smart Boards and DVD Camcorders.5 Policy and Initiatives Foreign investment up to 100 per cent is possible in the Indian consumer electronics industry to set up units exclusively for exports. Industrial Components & Equipment. and an expedited import-export process. All goods required in the manufacture of ITA-1 items are exempt from customs duty. The government. It also supports the sale of Plasma TVs. The company was accredited with the ISO-9001 certification in the month of February. 17 . Sharp has a production base in 26 countries with 33 plants. and its products are used in 133 countries. VCRs. Air Conditioning & Refrigeration Equipment to International Procurement of software. LCD Projectors. VCPs and audio products. EHTP benefits include export credits.
The country has already made several changes in its IP acts over the years. copy rights and related rights. India is a party to the “Trade Related Aspects of the Intellectual Properties (TRIPs) Agreement” and has accordingly. trade marks. floppy disc drives and CD ROM drives continue to be exempt from excise duty. New acts have also been enacted to cover semiconductors and layout designs which will be of considerable importance to the electronic industry. The Industrial Design Act 1911 was effectively replaced by The Design Act 2000. and the protection of industrial designs. In the current WTO regime.Customs duty on specified raw materials / inputs used for manufacture of electronic components or optical fibers / cables has been removed. amended most of its IPR Acts and Rules to conform to the said Agreement. Intellectual Property Rights Protection of Intellectual property rights (IPR) is a prime requisite for development of R&D and innovation in the consumer electronics sector. growth and development. Accordingly. and the Layout Design of Semiconductor integrated Circuit Act 2000 was enacted. the member nations are asked to modify their existing laws. a new Designs Act and amendments to the Patents Act show India’s continued effort to protect IPR. Several amendments to the Copyright Act. The Indian Copyright Act 1957 was amended in 1999. Several amendments to the Copyright Act. The Government of India has developed a robust IP act to facilitate innovation. creation of a new Trademark Act. a new Designs Act and amendments to the Patents Act show India’s desire to change and adapt. Microprocessor. The agreement on TRIPs takes care of the intellectual property rights by enforcing the patent rights. creation of a new Trademark Act. hard disc drives. layout designs of integrated circuits and undisclosed information.. geographical indications. the patent Act 1970 was amended in 1999 & 2003 and Trademarks and Merchandise Marks Act 1959 was overtaken by a new Trademark Act 1999. 18 . Excise duty on computers has been removed. Customs duty on specified capital goods used for manufacture of electronic goods have been abolished.
Foreign Investment Policy: FDI Foreign investment up to 100 per cent is allowed in Indian electronics industry set up exclusively for exports. several items were already at NIL customs duty. results in zero customs duty on imports of all telecom equipment. their entire requirements of capital goods.94 per cent of the total foreign direct investment (FDI) approved. The consumer electronics and durables sector is expected to continue to benefit from supportive policies and become globally competitive. becomes difficult.32 billion. A part of the production from such units is permitted to be sold in the DTA depending upon the level of the value addition achieved.Once these laws come into force. During the same period the FDI inflow for electrical equipment (including computer software and electronics) was US$ 3. Regulations 1. etc. In fact. spares and consumables. The units set up under these programs are bonded factories eligible to import. Out of these 217 items. office equipment etc. trade marks. Enforcement of the TRIPs agreement makes the production of any product possible either through internal innovation or through formal transfer of technologies. The FDI approval for electrical equipment (including computer software and electronics) from January 1991 to March 2004 was US$ 7. IT/electronics was the first sector in India to face complete customs tariff elimination. unauthorized use of the patented innovations. Deemed export benefits are available to suppliers of these goods from the Domestic Tariff Area (DTA). 2. which was 9. free of duty. 19 . The ITA-1 would result in intensifying competition as more imported products will be easily available at lower prices.29 billion. 217 IT/electronic items were covered under the Information Technology Agreement (ITA) of the WTO for complete customs tariff elimination by 2005. Free Trade Agreement WTO regime which came in force in 2005. raw materials and components.
Resident Indians (NRIs) including Overseas Corporate Bodies (OCBs). Approval of Ministry of Home Affairs is not needed for hiring foreign nationals holding valid employment visa. Procedure for approval Once the investment in equity has been approved. FDI/ Foreign Technology Collaboration Agreement The government facilitates FDI and investment from Non. 4. predominantly owned by them. the import of capital goods. Approval for setting up export-oriented units (EOUs) outside the zones is given by the Ministry of Industry. Department of Information Technology. Approval for setting up units in Export Processing Zones (EPZs) is given by the Board of Approvals in the Ministry of Commerce. Approvals for setting up Electronic Hardware Technology Park (EHTP) and Software Technology Park (STP) units are cleared by the Inter Ministerial Standing Committee (IMSC) set-up under the Chairmanship of the Secretary. to complement and supplement domestic investment. Proposals involving foreign direct investment not covered under the automatic route are considered by the Foreign Investment Promotion Board (FIPB). components and raw materials or the engagement of foreign technicians for short duration does not require any additional approvals. Foreign technology induction is encouraged through FDI and foreign technology collaboration agreements.3. FDI and foreign technology collaborations are approved through automatic route by the Reserve Bank of India 20 .
1. Even LG and Samsung. Regular power supply is imperative for any consumer electronics product. About 65 per cent of Indian population that lives in its villages still remains relevant for some consumer durables companies. but also spend on transportation for moving inventory. ISuppli believes that there are still challenges facing the India consumer electronics industry as the sector tries to realize its full potential. Declining margins for many players 2. Companies not only have to set up the basic infrastructure in terms of office space. Inverted duty structure 3. whereas the corresponding tariffs in other Asian countries are between 7 and 17 percent. At its present structure the total tax incidence in India even now stands at around 25-30 per cent. manpower.) have hindered the reach of the distribution network in India 4. still buys black and white TVs and doesn't know what flat screens are. at least a large proportion of its constituents. have a direct presence only in 15.000 of the around 40.000 retail outlets (for consumer durables) in the country. These include: 1.6 Challenges and Opportunities The Challenges Heavy taxation in the country is one of the challenges for the players. Expansion of distribution reach: Infrastructural bottlenecks (roads. Also. Poor infrastructure is another reason that seems to have held back the industry. which are touted as having the largest distribution network in the country. But that remains a major hiccup in India. This India.000 to 18. power. foraying into these rural markets has a considerable cost component attached to it. etc. Creating awareness about new technologies and products 5. Low affordability level of consumer products among the rural masses 21 .
However. Opportunities The rising rate of growth of GDP. should be converted to routine regular feature from the seasonal character. While the consumer durables market is facing a slowdown due to saturation in the urban market. And looking ahead. rural consumers purchase their durables from the nearest towns. Penetration of consumer durables would be deeper in rural India if banks and financial institutions come out with liberal incentive schemes for the white goods industry segment. improving lifestyles. Currently. rural consumers should be provided with easily payable consumer finance schemes and basic services. iSuppli believes that India will continue to grow as an important market for the global consumer electronics industry. The future of India's market is indeed bright. festive and wedding seasons — April to June and October to November in North India and October to February in the South. power availability. 22 . voltage etc. growth in disposable income. Purchase necessarily done only during the harvest. and rise in temperatures. low running cost. rising purchasing power of people with higher propensity to consume with preference for sophisticated brands would provide constant impetus to growth of white goods industry segment. leading to increased expenses due to transportation. after sales services to suit the infrastructure and the existing amenities like electricity. these challenges are gradually being addressed. believed to be months `good for buying’.
1 Introduction 23 .CHAPTER-2 Company Profile 2.
MARKSON is the long cherished dream of Mr.P. Home Theatre Systems. The product mix includes LCD TVs. Laptops. After-sales-service being the mantra of the brand. Parwanoo & Baddi in U.K & H. The company has launched state-of-the-art wall mountable DVD Players with auto-sliding door facility. Markson products are produced in most modern and state-of-the-art plant at Haridwar. the company has been able to make a pan India presence through a strong network of more than 100 Distributors. the company is in the process of opening more than 100 service outlets across the country.SNR Electronics Ltd. Air-Conditioners. Sunil Gupta. well supported by sales and service professionals of the company. Set-top Boxes and Desktop computers. The company started operation in early 2008 and in a short period of one year only. These features are not available in any other brand in the country. The company’s products range has been widely accepted meeting the international 24 . The company has also lined up Mobile Phones. a dream of reaching out to the teeming millions and providing them the fruits of modern technology for their education and entertainment – manufacturing the state-of-the-art electronics products in India for providing world class quality at affordable prices for the masses. launched the “Markson” brand of consumer electronics in January 2008. The company is headed by highly experienced team of professionals from the electronics industry who have hands-down experience in the electronics industry and enjoy a high degree of honesty and reliability among the trade. USB Playability with facility to mount DVD Players on the wall to give a unique look. TFT Screens. DVD Players. Washing Machines and Microwave Ovens. Quality and affordable prices are the hallmark of Markson. Colour TVs. which will be launched very shortly. a Himachal Pradesh based firm. Markson brand was launched in India in technical collaboration with the UK based company for designing and technical support of their products.
it’s an asset. Markson Mr. Gupta has a hands down experience in electronics trade. Mr. Sunil Gupta is the CMD of Markson in India.standards in quality and packaging. He has held coveted positions in numerous electronics associations like. his emphasis and special focus has been on trading of electronic components and assemblies.2 Vision To reinvent the market trend by bringing in state-of-the-art quality products to consumers as they have always wanted it. He also plans to venture into the Hospitality sector around the same time. in order to facilitate and expedite the distribution of Markson’s products in India. Home theatre systems. has opened 13 branches at state level along with extensive warehousing facilities at the branches.3 Key People Mr. and it’s your right! 2. Mr. The Markson Computer TFT Screens have unique features and inbuilt speakers and with the aid of external TV Tuner can substitute a LCD TV. BETA (Bhagirath Electronics Traders Association) and 25 . DVD players. LCD TV’s particularly of 26” (66 cms) and 32” (82 cms) size have been sold more than the expectation leading to a virtual shortage in the market. We at Markson believe that high quality innovation isn’t a privilege anymore. Sunil Gupta CMD. 2. Gupta is the promoter of Markson brand in India with focus on manufacturing & marketing of electronic goods like LCD TV. TFT screen & Set-top boxes. AirConditioners. For the last 26 years. The company. Color TV. Since then he has been actively engaged in arranging and collaborating resources for many wholesale retail outlets in Delhi which happens to be Asia’s largest electronics trading market. The LCD TV’s are having unique features like USB Playback and MMS Playback. Laptops. Microwave Ovens and Mobile Phone sets. Desktop computers. Every single product made at Markson is an epitome of precision and impeccable quality. He also plans to put more home products into the market by the end of the year like Washing Machines.
Wadhwani has spent considerable time in understanding export and import and their intricate procedures under the Foreign Trade Law. helping them in whatever possible way.Central Radio & Electronics Merchant Association.Tech. 26 . Wadhwani has travelled extensively all over the world. The initial investment made was Rs 100 crore. Delhi and has been actively engaged in work since then. Sunil Wadhwani CEO. Mr. Being a philanthropist to the core. Gupta has done a lot of social service for the needy. Mr.4 Future Goals Markson targets revenue of Rs 400 crore by the end of this fiscal and will increase it to Rs 1. CEAMA. The company's prime focus will be on Northern and Eastern regions first and then move on to the Central and Southern regions of the country. 2. Markson Sunil Wadhwani. the CEO of Markson. Mr. Mr. and local Customs Advisory Committee in Delhi and Central Excise Committee in Noida. in Mechanical Engineering from the coveted technical institute. solely for the procurement of a spectrum of electronic components and goods. and also for the export of quality electronic goods from India keeping in view the international standard. has an impressive experience of 35 years in the electronics industry in international trading coupled with domestic marketing and production related factory processes. Markson is able to provide the products at cheaper rates as the facilities are located under the excise free zone and the same are passed on to the end consumers. He has also been an active member of ESC. He has also been actively involved in construction of several dharamshalas for the needy.000 crore by 2012 with the introduction of several low cost products. namely. IIT. He also has a sound knowledge of Customs and Central Excise Procedures prescribed under the Customs Act and Central Excise Act. ELCINA. a council promoted by the Ministry of Information Technology. He has been an active member of several important electronic associations in India. He received his B.
With 2. The company. a member of Consumer Electronics and Appliances Manufacturer Association (CEAMA). that has an initial advertising budget of Rs five crore.000 dealers and distributors across the country. will increase it to Rs 20 crore in the near future. refrigerators and microwave ovens in the next two months. The company. the company targets to capture five cent of the television market in the country by the end of this fiscal. The company plans to launch washing machine. air-conditioners. will start registering profit after two years of this venture 27 .
1 Liquid Crystal Display Television Liquid-crystal display televisions (LCD TV) are color television sets that use LCD technology to produce images.3 Essential Theory 3. LCD televisions are thinner and lighter than CRTs of 28 .CHAPTER.
creating a twisted structure with each layer aligned at a slightly different angle to the ones on either side. green or blue (RGB) portion of the light from the original white source. Millions of individual LCD shutters arranged in a grid. Liquid crystals encompass a wide range of (typically) rod-shaped polymers that naturally form into thin layers. also show an alignment effect between the layers. which is essentially a material with microscopic groves in it. and as manufacturing costs fell their eventual dominance of the television market was all but guaranteed. and are available in much larger sizes as well. The shade of color is controlled by changing the relative intensity of the light passing through the sub-pixels. a pixel. this effect is utilized by using two directors arranged at right angles and placed close together with the liquid crystal between them. The 29 . the pneumatic liquid crystals. Each shutter is paired with a colored filter to remove all but the red. Description Basic LCD Concepts: LCD televisions produce a colored image by selectively filtering a white light. the individual colors blend together to produce a single spot of color. In the case of an LCD. Each shutter–filter pair forms a single sub-pixel. and the display would be black. the layer in contact will align itself with the grooves. This combination of features made LCDs more practical than CRTs for many roles. open and close to allow a metered amount of the white light through. the bulk material taking on the director's alignment.similar display size. This forces the layers to align themselves in two directions. Some of these. LCD shutters consist of a stack of three primary elements. Normally light cannot travel through a pair of polarizers arranged in this fashion. although some displays use white or colored LEDs instead. The light is typically provided by a series of cold cathode fluorescent lamps (CCFLs) at the back of the screen. and the layers above will subsequently align themselves with the layers below. 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. When placed on a director. The sub-pixels are so small that when the display is viewed from even a short distance. as opposed to the more random alignment of a normal liquid. On the bottom and top of the shutter are polarizer plates set at (typically) right angles.
The light no longer changes polarization as it flows through the liquid crystal. a field will be generated at the point where they cross. LCDs are normally transparent. an electrical voltage is applied across it from front to back. One side has horizontal stripes that form rows. but suffer from color shifting when viewed from the side. In general. When this happens. This allows the transparency or opacity of the shutter to be accurately controlled. Addressing sub-pixels: In order to address a single shutter on the display. IPS displays are used primarily for computer monitors. S-PVA and MVA) offer higher contrast ratios and good response times. typically indium tin oxide. Vertical Alignment (VA. To turn a shutter off. LCDs use electrodes made of a transparent conductor. By supplying voltage to one row and one column. Several other variations and modifications have been used in order to improve performance in certain applications. By controlling the voltage applied across the crystal. the amount of remaining twist can be finely selected. the other has vertical stripes that form columns. Since a metal electrode would be opaque. Liquid crystals 30 . some of the field always leaks out into the surrounding shutters. a series of electrodes is deposited on the plates on either side of the liquid crystal. destroying the twisted structure. all of these displays work in a similar fashion by controlling the polarization of the light source. exiting the front of the liquid crystal having been rotated through the correct angle that allows it to pass through the front polarizer. the cells are placed under pressure. it will naturally follow the liquid crystal's twist. and can no longer pass through the front polarizer. 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. which increases the force to re-align themselves with the directors when the field is turned off. Since addressing a single shutter requires power to be supplied to an entire row and column. As the light flows out of the rear polarizer.polarizers also carry the directors to create the twisted structure aligned with the polarizers on either side. the rod-shaped molecules align themselves with the electric field instead of the directors. In order to improve switching time.
say 0 and +5 volts. The current is very fast and not suitable for fine control of the resulting store charge. is added as a separate switch for the transistors. but lacks the active matrix components. typically the front. The front sheet is similar. so pulse code modulation is used to accurately control the overall flow. The rear sheet starts with a polarizing film. This resulted in slow response times and led to easily visible "ghosting" on these displays on fast-moving images. the glass sheets can be replaced with plastic. and the switching speed was far too slow to use as a useful television display. The 31 . Another problem in early LCD systems was the voltages needed to set the shutters to a particular twist was very low. and even small amounts of leaked field will cause some level of switching to occur. the active matrix components and addressing electrodes. but the response time of the shutter is dramatically improved as well. but the transistors ensure that only the single shutter at the crossing point is addressed. Using a multistep construction process. When switched on. one set. like a mouse cursor on a computer screen. the gate line. both sheets can be produced on the same assembly line. Building a display: A typical shutter assembly consists of a sandwich of several layers deposited on two thin glass sheets forming the front and back of the display. each shutter is paired with a thin-film transistor that switches on in response to widely separated voltage levels. Even scrolling text often rendered as an unreadable blur. replacing those with the patterned color filters. Instead of powering both electrodes. The rows and columns are addressed as before. and then the director. slowly leaking this through the crystal to the common ground. Not only does this allow for very accurate control over the shutters. In order to attack these problems. a constant and relatively high amount of charge flows from the source line through the transistor and into an associated capacitor. is attached to a common ground. any leaked field is too small to switch the surrounding transistors. This partial switching of the surrounding shutters blurs the resulting image. the glass sheet. modern LCDs use an active matrix design. A new addressing line.are quite sensitive. On the rear. For smaller display sizes (under 30 inches). since the capacitor can be filled or drained quickly. but that voltage was too low to make the crystals realign with reasonable performance. The capacitor is charged up until it holds the correct control voltage.
The majority of the power budget of a CRT goes into heating the filament. like other flat panel 32 . Since the electrons are easily deflected by gas molecules. Achieving even lighting over the front of an entire display remains a challenge. LCD panels. but this is arranged in cylinders which are naturally stronger than large flat plates. the entire tube has to be held in vacuum. This limits practical CRTs to sizes around 30 inches. and aimed at the proper location on the screen using electromagnets. there is a small amount of vacuum in sets using CCFL backlights. the screen has to be discarded. and the major downward fall in pricing between 2006 and 2008 was due mostly to improved processes. displays up to 40 inches were produced but weighed several hundred pounds. but for larger displays a single lamp is not bright enough and the rear surface is instead covered with a number of separate lamps. The backlight for small sets can be provided by a single lamp using a diffuser or frosted mirror to spread out the light. Comparison Packaging: In a CRT the electron beam is produced by heating a metal filament. The number of discarded panels has a strong effect on the price of the resulting television sets. The critical step in the manufacturing process is the deposition of the active matrix components. and televisions larger than this had to turn to other technologies like rearprojection. which renders those pixels on the screen "always on". which "boils" electrons off its surface. If there are enough broken pixels. which is why the back of a CRT-based television is hot. the shutter assembly is combined with control electronics and backlight. Removing the need for heavy glass faces allows LCDs to be much lighter than other technologies. The lack of vacuum in an LCD television is one of its advantages. which requires ever-thicker glass. The atmospheric force on the front face of the tube grows with the area. and bright and dark spots are not uncommon. These have a relatively high failure rate. The electrons are then accelerated and focused in an electron gun.liquid crystal is placed between the two sheets in a patterned plastic sheet that divides the liquid into individual shutters and keeps the sheets at a precise distance from each other. To produce a complete television.
then 52". This allowed LCDs to compete directly with most in-home projection television sets. folded. As a result. most sets use several hundred watts of power. After that. In early sets from the 1950s the angle was often as small as 35 degrees off-axis. Modern LCD sets have attempted to address the power use through a process known as "dynamic lighting" (originally introduced for other reasons. because the vast majority of light that is being produced at the back of the screen is blocked before it reaches the viewer. in theory. each sub-pixel's color filter removes the majority of what is left to leave only the desired color. which removes another portion. only 8 to 10% of the light being generated at the back of the set reaches the viewer. This makes the technique suitable only for particular types of images. the light has to be further absorbed in the shutters. common LCD screen sizes grew. the rear polarizer filters out over half of the original unpolarized light. As yields increased. Since the CRT can only bend the electron beam through a critical angle while still maintaining focus. or at least wide horizontal bands of it. LCD televisions end up with overall power usage similar to a CRT of the same size. even the best CRTs are much deeper than LCDs. CCFLs are long cylinders that run the length of the screen. and 65" sets are now widely available. to 42". with production yields being the primary constraint. the electron gun has to be located some distance from the front face of the television. on average. see below). This system examines the image to find areas that are darker. but improvements. 3M suggests that. especially computer assisted convergence. like the 33 . and in comparison to those technologies direct-view LCDs have a better image quality. allowed that to be dramatically improved and. LCDs can. be built at any size. late in their evolution. Finally. Efficiency: LCDs are relatively inefficient in terms of power use per display size. from 14 to 30". to control the color and luminance of a pixel as a whole.displays. so this change can only be used to control the brightness of the screen as a whole. and reduces the backlighting in those areas. To start with. In spite of using highly efficient CCFLs. For these reasons the backlighting system has to be extremely powerful. Examining the image above. you can see that a good portion of the screen area is covered by the cell structure around the shutters. Nevertheless. more than would be required to light an entire house with the same technology. are also much thinner than CRTs.
and muddy colors. common in North America. which is suitable for a much wider set of images. In spite of many predictions that other technologies would always beat LCDs. which made them useless for television.credits at the end of a movie. For 60 frames per second video. A successful system would improve efficiency by three times. One potential improvement is to use micro prisms or dichromic mirrors to split the light into R. massive investment in LCD production and manufacturing has addressed many of these concerns. poor contrast ratio. LCD panels with response times around 20 ms were relatively common in computer roles. A number of companies are actively researching a variety of approaches. It’s the speed at which an LCD panels crystals “twist” to block and allow light to pass. Another would be to direct the light that would normally fall on opaque elements back into the transparent portion of the shutters. and 3M currently sells several products that route leaked light back toward the front of the screen. each pixel is lit for 17 ms before it has to be re-drawn (20 ms in Europe). Image Quality: Early LCD sets were widely derided for their poor overall image quality. A combination of improvements in materials technology since the 1970s greatly improved this. Response Time: This important specification represents the amount of time it takes for one pixel to go from active (black) to inactive (white) and back to black again. Sets using LEDs are more distributed. This was still not fast enough for television use. 34 . By 2000. as did the active matrix techniques. instead of absorbing the unwanted colors in a filter. G and B. with each LED lighting only a small number of pixels. Another ongoing area of research is to use materials that optically route light in order to re-use as much of the signal as possible. Early LCD displays had response times on the order of hundreds of milliseconds. Think of it in relation to shutter speed on a camera. most notably the ghosting on fast-moving images. typically a 16 by 16 patch. This allows them to dynamically adjust brightness of much smaller areas.
the amount of time spent charging and discharging the capacitors was reduced. Together. Moreover the capacitors are not drained completely. delivering the same total amount of power. which was isolated to the driver electronics and inexpensive to implement. and then recharged to the new value with every refresh. In older displays the active matrix capacitors were first drained. response times fell from 20 ms in 2000 to about 2 ms in the best modern displays. By holding the before and after values in computer memory. the overall performance would be increased. A common method is to double the voltage. NEC's solution was to boost the voltage during the "spin up period" when the capacitor is initially being charged. instead. NEC noticed that liquid crystals take some time to start moving into their new orientation. comparing them. improved response times by about two times. along with continued improvements in the liquid crystals themselves and by increasing refresh rates from 60 Hz to 120 and 240 Hz. Contrast Ratio: The contrast ratio measures the capacity of a display device to produce the brightest colour and the darkest colour and it is usually expressed as a ratio of their light intensities. but was not originally required in the computer monitor role that bootstrapped the LCD industry.A major improvement. but stop rapidly. But in most cases. which typically requires fewer charging pulses. If the initial movement could be accelerated. pioneered by NEC. and then dropping back to normal levels to fill it to the required voltage. Even in a fully switched-off state. the technique is now widely used on almost all LCDs. and only resetting those sub-pixels that actually changed. but halve the pulse width. Another major improvement in response time was achieved by adding memory to hold the contents of the display – something that a television needs to do anyway. their existing charge level is either increased or decreased to match the new value. the vast majority of the screen's image does not change from frame to frame. led to the first practical LCD televisions. Named "Overdrive" by NEC. liquid crystals allow some light to leak 35 . This change. But even this is not really fast enough because the pixel will still be switching while the frame is being displayed.
If a particular area of the screen is dark. allowing the contrast ratio across the screen to be dramatically improved. This limits their contrast ratios to about 1600:1 on the best modern sets. often as few as 256 pixels in a square area. Color gamut: Color on an LCD television is produced by filtering down a white source and then selectively shuttering the three primary colors relative to each other. While the LCD shutters are capable of producing about 1000:1 contrast ratio. the LCD shutters have to be turned to almost full opacity. the shuttering can be reduced by half. This is the main reason high-end sets offer dynamic lighting (as opposed to power savings. CCFLs are thin tubes that light up many rows (or columns) across the entire screen at once. when measured using the ANSI measurement. modern sets can use "dynamic backlighting" to improve the contrast ratio and shadow detail. This leads to "posterizing" effects and bands of discrete colors that become visible in shadows. because each LED typically lights only a small patch of the screen. it should be noted that the area of the screen that can be dynamically adjusted is a function of the backlighting source. Displays using LEDs have an advantage. and the number of available shuttering levels in the sub-pixels doubles. The accuracy and quality of the resulting colors are thus dependent on the backlighting source and its ability 36 . This lack of contrast is most noticeable in darker scenes. Since the total amount of light reaching the viewer is a combination of the backlighting and shuttering. this technique cannot be used successfully. so if the image is light on one side and dark on the other. limiting the number of discrete colors they can display. a conventional set will have to set its shutters close to opaque to cut down the light. The CCFL must be driven with enough power to light the brightest area of the portion of the image in front of it. which is why many reviews of LCD TV's mention the "shadow detail". and that light is spread out with diffusers. if the backlighting is reduced by half in that area. mentioned earlier).000:1. in order to display a color close to black. by adding 30 levels of dynamic backlighting this is improved to 30. This allows the dynamic backlighting to be used on a much wider variety of images. However. However.through the shutters.
was widely considered to be unable to scale into the same space. Using white LEDs as the backlight improves this further. the wider 16:9 aspect ratio of the new material was difficult to build using CRTs. It was the slow standardization of high definition television that first produced a market for new television technologies. fitting into the low-end space that plasmas could not fill. and it was widely believed that the move to highdefinition would push it from the market entirely. This situation changed rapidly. and as the aspect ratio becomes more rectangular it becomes more difficult to make the tubes. Through the halting introduction of HDTV in the mid-1990s into the early 2000s. Initially produced at smaller sizes. and tended to be strongest in greens. LCDs started to experience the economies of scale that plasmas 37 . However. The CCFLs used in early LCD televisions were not particularly white. especially at higher resolutions. Contrary to early optimism. At the same time. however. High definition: High-Definition Television (or HDTV) is a digital television broadcasting system with higher resolution than traditional television systems (standard-definition TV. Meanwhile. so CRTs faced the twin problems of becoming larger and more rectangular at the same time. and sets commonly quote a color space covering about 75% of the NTSC 1953 color gamut. meant that older technologies like CRTs maintained a footprint in spite of their disadvantages. In particular.to evenly produce white light. plasma displays never saw the massive scaling of economies that were expected. LCD. both manufacturing and on the street. their high cost. ideally a CRT should be perfectly circular in order to best contain its internal vacuum. and remained expensive. plasma displays were the primary high-definition display technology. LCD technologies like Overdrive started to address their ability to work at television speeds. or SDTV). and from the mid-1990s the plasma display was the only real offering in the high resolution space. Modern backlighting has improved this. LCDs of the era were still not able to cope with fast-moving images. the much higher resolutions these new formats offered were lost at smaller screen sizes.
and even a price advantage for sets at the critical 42" size and larger. at which point the LCD's higher resolution was a winning point for many sales. but also outsold CRTs during the same period.failed to achieve. pundits were surprised to find that LCDs had not only outsold plasma. so many people have been working in this area. and in 2007 the last remaining consumer rear-projection systems were gone. So they can improve so quickly. LCD's dominance in the television market accelerated rapidly. while plasmas were stuck at 720p. but as the president of Chunghwa Picture Tubes noted after shutting down their plasma production line. LCD prices started falling rapidly in 2006 while their screen sizes were increasing at a similarly furious rate. Predictions that prices for LCDs would drop rapidly through 2007 led to a "wait and see" attitude in the market. Plasma had overtaken rear-projection systems in 2005. 42" sets were becoming common. Sony ended sales of their famous Trinitron in most markets in 2007. "Globally. which lasted only a few months longer. covering both the high-end market for large 38 . The same was true for CRTs. By late 2007." When the sales figures for the 2007 Christmas season were finally tallied. on this product. LCDs offer higher resolutions and true 1080p support. it was clear that LCDs were going to outsell plasmas during the critical Christmas sales season. 32" models were widely available. and much larger prototypes were being demonstrated. By 2004. This was in spite of the fact that plasmas continued to hold an image quality advantage. several vendors were offering 42" LCDs. and sales of all large-screen televisions stagnated while customers watched to see if this would happen. More critically. Plasmas and LCDs reached price parity in 2007. Market Takeover Although plasmas continued to hold an obvious picture quality edge over LCDs. By late 2006. so many companies. It was the only technology that could scale both up and down in size. which made up for the price difference. This evolution drove competing large-screen systems from the market almost overnight. so many investments. encroaching on plasma's only stronghold. and shut down the final plant in March 2008. The February 2009 announcement that Pioneer Electronics was ending production of the plasma screens was widely considered the tipping point in that technology's history as well. albeit at a price premium.
two earlier studies found that only 2% to 3% of the gas escapes destruction after its use. There are four critical elements in marketing your products and business. 39 . A report in Geophysical Research Letters suggested that its effects were theoretically much greater than better-known sources of greenhouse gasses like carbon dioxide. 2. They are the four P’s of marketing. NF3 is a potent greenhouse gas. 3. it was not made part of the Kyoto Protocols and has been deemed "the missing greenhouse gas. Promotion: Informing potential customers of the availability of the product. Price: 3.screens in the 40 to 50" class. Product: The right product to satisfy the needs of your target customer. Place: The right product offered at the right price. 1. the report failed to compare NF3's effects with what it replaced. Furthermore. In reality. 4. another powerful greenhouse gas. as well as customers looking to replace their existing smaller CRT sets in the 14 to 30" range. and its extensive half-life may make it a potentionally harmful contributor to global warming. The right product at the right price available in the right place to be bought by customer. of which anywhere from 30% to 70% escapes to the atmosphere in typical use. Environmental effects The production of LCD screens uses nitrogen trifluoride (NF3) as an etching fluid during the production of the thin-film components. Building across these wide scales quickly pushed the prices down across the board. As NF3 was not in widespread use at the time. its price and its place. the vast majority of NF3 is broken down during the cleaning processes." Critics of the report point out that it assumes that all of the NF3 produced would be released to the atmosphere.2 Marketing Mix Marketing your business is about how you position it to satisfy your market’s needs. perfluorocarbon.
Other product attributes include quality. production processes. Offering a whole range of products is most successful if the raw materials. warranties. and support make up what the customer is actually buying. Product “Product” refers to the goods and services you offer to your customers. packaging. Other future growth may allow offering the product to different customers. For example. options. Other important aspects of product may include an appropriate product range. 40 . which means one does not have to acquire new suppliers. and brand name. Start-up businesses are most successful when they concentrate their efforts on one product or one market. design. Later growth may occur in the same location or may be in different geographic regions. Successful managers pay close attention to the needs their product bundles address for customers. The knowledge of the target market and the competitors will allow offering a product that will appeal to customers and avoid costly mistakes. Product’s appearance. Thus. Apart from the physical product itself. warranties. skills and equipment. A different type of growth would be a diversification of products. Product bundle should meet the needs of a particular target market. features.The marketing mix should be something one has to pay careful attention to because the success of your business depends on it. such as the way it is packaged. function. Customer research is a key element in building an effective marketing mix. and customer service. with the business offering related products. one may be able to take advantage of opportunities to add value through processing. For instance. there are elements associated with the product that customers may be attracted to. like a restaurant or a car service center does. or a brand name. a luxury product should create just the right image for “customers who have everything. Think long term about the venture by planning for the ways one can deepen and broaden the product bundle. one must think of what one can offer as a bundle of goods and services. and distribution methods. and distribution methods are similar.” while many basic products must be positioned for price conscious consumers. services.
• Going-rate: A price charged that is the common or going-rate in the marketplace. Pricing approach should reflect the appropriate positioning of the product in the market and result in a price that covers the cost per item and includes a profit margin. This pricing structure is relatively simple to follow because you maintain you price relative to your competitors’ prices. customers will select vendors based on bids submitted simultaneously. Determining the product’s price can be tricky and even frightening. • Discount: Based on a reduction in the advertised price. one can follow a number of alternative pricing strategies. Going-rate pricing is common in markets where most firms have little or no control over the market price. Many small business owners feel they must absolutely have the lowest price around. The buyer’s perception depends on all aspects of the product. Some price decisions may involve complex calculation methods. • Cost-plus: Adds a standard percentage of profit above the cost of producing a product. including non-price factors such as quality. this may be a signal of low quality and not part of the image you want to portray. Accurately assessing fixed and variable costs is an important part of this pricing method. The result should neither be greedy nor timid.Price “Price” refers to how much you charge for your product or service. you can direct observe your competitors’ prices and respond to any price changes. and the other products you will offer. So they begin their business by creating an impression of bargain pricing. However. Selection of a pricing strategy should be based on the product. • Value-based: Based on the buyer’s perception of value (rather than on your costs). while others are intuitive judgments. healthfulness. Later. In some cases. In those cases. • Competitive: Based on prices charged by competing firms for competing products. the competitive environment. the price is decreased as the market becomes saturated. customer demand. In the next column are eight common pricing strategies. • Skimming: Involves the introduction of a product at a high price for affluent consumers. In other cases. A coupon is an example of a discounted price. 41 . gathering information will be more difficult. and prestige. As a manager.
for example. • Psychological: Based on a price that looks better. The options will vary depending on how one chooses to sell your product. • Price differences among geographic areas: Pricing variance among geographic regions. $4. The methods discussed here should be a base from which to construct your price. Tracing the path of the product from production to final purchase is a useful exercise to discover this information. • Seasonal allowances: Reductions given when an order is placed during seasons that typically have low sales volumes to entice customers to buy during slow times. • Bundling of products/services: Offering an array of products together. The research needed to understand the pricing along the distribution path will be more than worth the time it takes. • Price flexibility: Ability of salesperson or reseller to modify price. the amount of money actually received may be complicated by other pricing aspects that will decrease (or increase) the actual amount of money received.99 per pound instead of $5.• Loss-leader: Based on selling at a price lower than the cost of production to attract customers to the store to buy other products. ultimately it must cover costs. • Volume discounts and wholesale pricing: Price reductions given for large purchases. Whatever the price may be. • Credit terms: Policies that allow customers to pay for products at a later date. contribute to the image by communicating the perceived value of the 42 . • Allowance: Price reductions given when a retailer agrees to undertake some promotional activity for you. such as maintaining an in-store display. After deciding the pricing strategy. • Cash and early payment discounts: Policies to speed payment and thereby provide liquidity. • Trade discounts (also called “functional discounts”): Payments to distribution channel members for performing some function such as warehousing and shelf stocking.00 per pound. • Price differences among target customer groups: Pricing variance among target markets. One will also have to decide how to determine: • Payment period: Length of time before payment is received.
product, counter the competition’s offer, and avoid deadly price wars. Remember, price is the one “P” that generates revenue, while the other three “P’s” incur costs. Effective pricing is important to the success of the business. Place “Place” refers to the distribution channels used to get the product to the customers. What the product is will greatly influence how to distribute it. If, for example, one owns a small retail store or offer a service to the local community, then one is at the end of the distribution chain, and so one will be supplying directly to the customer. Businesses that create or assemble a product will have two options: selling directly to consumers or selling to a vendor. Direct Sales As a producer, one must decide if supplying direct is appropriate for the product, whether it be sales through retail, door to- door, mail order, e-commerce, on-site, or some other method. An advantage of direct sales would be the contact one gains by meeting customers face to face. With this contact one can easily detect market changes that occur and adapt to them. One also have complete control over the product range, how it is sold, and at what price. Direct sales may be a good place to start when the supply of the product is limited or seasonal. For example, direct sales for many home-produced products can occur through home based sales, markets, and stands. However, direct sales require that you have an effective retail interface with the customers, which may be in person or electronic. If developing and maintaining this retail interface is not of interest to you or you are not good at it, you should consider selling through an intermediary. Reseller Sales Instead of selling directly to the consumer, one may decide to sell through an intermediary such as a wholesaler or retailer who will resell the product. Doing this may provide with a wider distribution than selling direct while decreasing the pressure of managing own distribution system. Additionally, one may also reduce the storage space necessary for inventory. One of the most important reasons for selling through an
intermediary is access to customers. In many situations, wholesalers and retailers have customer connections that would not be possible to obtain on your own. However, in selling to a reseller one may lose contact with your end consumer. In some cases, one may also lose some of your company identity. For example, your distributor may request that your product be sold under the reseller’s brand name. One factor that may influence whether you can find an intermediary to handle your product is production flow. Wholesalers want a steady year-round supply of product to distribute. If you can deliver a steady year-round supply that is of consistent quality, then selling through an intermediary may be a good strategy for you.
Market Coverage No matter whether you sell your product direct or through a reseller, you must decide what your coverage will be in distributing your product. Will you pursue intensive, selective, or exclusive coverage? Intensive distribution is widespread placement in as many places as possible, often at low prices. Large businesses often market on a nationwide level with this method. Convenience products—ones that consumer buy regularly and spend little time shopping for, like chewing gum—do better with intensive (widespread) distribution. Selective distribution narrows distribution to a few businesses. Often, upscale products are sold through retailers that only sell high-quality products. With this option, it may be easier to establish relationships with customers. Products that people shop around for sell better with selective distribution. Exclusive distribution restricts distribution to a single reseller. You may become the sole supplier to a reseller who, in turn, might sell only your product. You may be able to promote your product as prestigious with this method, though you might sacrifice sales volume. Specialty products tend to perform better with exclusive distribution. Other Place Decision Product characteristics and your sales volumes will dictate what inventories to maintain and how best to transport your products. Additionally, the logistics associated with acquiring raw materials and ensuring that your final product is in the right place at the
right time for the right customers can comprise a large percentage of your total costs and needs careful monitoring. You may decide to have a combination of all the distribution methods. Whatever you decide, choose the method which you believe will work best for you. Promotion “Promotion” refers to the advertising and selling part of marketing. It is how you let people know what you’ve got for sale. The purpose of promotion is to get people to understand what your product is, what they can use it for, and why they should want it. You want the customers who are looking for a product to know that your product satisfies their needs. To be effective, your promotional efforts should contain a clear message targeted to a specific audience reached via an appropriate channel. Your target audience will be the people who use or influence the purchase of your product. You should focus your market research efforts on identifying these individuals. Your message must be consistent with your overall marketing image, get your target audience’s attention, and elicit the response you desire, whether it is to purchase your product or to form an opinion. The channel you select for your message will likely involve use of a few key marketing channels. Promotion may involve advertising, public relations, personal selling, and sales promotions. A key channel is advertising. Advertising methods to promote your product or service include the following. • Radio: Radio advertisements are relatively inexpensive ways to inform potential local customers about your business. Mid-to-late week is generally the best time to run your radio ad. • Television: Television allows access to regional or national audiences, but may be more expensive than other options. • Print: Direct mail and printed materials, including newspapers, consumer and trade magazines, flyers, and a logo, allow you to explain what, when, where, and why people should buy from you. You can send letters, fact sheets, contests, coupons, and brochures directly to new or old customers on local, regional, or national levels.
Final Comment The four P’s—product. decisions on one element will influence the choices available in others. price. Direct e-mail contact is possible if you have collected detailed customer information. but these will 46 . So you should make efforts to target personal selling carefully. News stories. and providing open house days. Password-protected areas allow users to more intimately interact with you. Your target audience may be more receptive to one method than another. incentives. coupons. • Generic: Generic promotion occurs when no specific brand of product is promoted. For instance. Promotions might include free samples. and networking socially at civic and business organizations. and rebates. but rather a whole industry is advertised. beef. often initiated through press releases. Often. Selecting an effective mix for your market will take time and effort. Additional sources of promotion may be attending or participating in trade shows. Sales promotions are special offerings designed to encourage purchases. Salespeople can tailor communication to customers and are very important in building relationships. Public relations (PR) usually focus on creating a favorable business image. and pork. generic advertising is commonly found for milk.• Electronic: Company Web sites provide useful information to interested consumers and clients. setting up displays at public events. Other programs might focus on educating customers through seminars or reaching them through trade shows. While personal selling is an important tool. Personal selling focuses on the role of a salesperson in your communication plans. can be good sources of publicity. Important components of a good public relations program include being a good neighbor. loyalty programs. prizes. contests. place. • Word of Mouth: Word of mouth depends on satisfied customers (or dissatisfied customers) telling their acquaintances about the effectiveness of your products. being involved in the community. it is costly. Advertisements allow broad promotion of your products. and promotion—should work together in your marketing mix.
Once you have a good marketing mix—the right product at the right price. or the essence of brand has changed. When you think Nike. you might think "Big Blue. creating the impression 47 . The worksheets that follow will help you construct your marketing plans. In functionality and contextually they are proprietary visual. today it is what they do for people that matters much more. and indeed become the organization's most valuable assets. and cultural image that you associate with a company or a product." When you think IBM. design. Understanding Branding What is a brand? Brands were originally developed as labels of ownership: name.pay off as you satisfy customers and create a profitable business. When you think Volvo. Marketing is a part of your venture that will never end. you might think safety. the definition. offered in the right place and promoted in the right way—you will need to continue to stay on top of market changes and adopt your marketing mix as necessary. With time. Understanding Branding and Building Brand. rational. Marketers engaged in branding seek to develop or align the expectations behind the brand's experience. term." Or "Yeh Dil Mange More" of Pepsi. However. you might think of an advertising campaign prompting "Just Do It. 3. emotional. and symbol. how they reflect and engage them.3 Branding Process The Branding Process can be explained by dividing it into two parts namely. The objective of brand has become more of emotional and psychological than that of mere recognition and differentiation for which the concept of brand came into existence. the functions. The fact that you remember the brand name and have positive associations with that brand makes your product selection easier and enhances the value and satisfaction you get from the product. how they define their aspiration and enable them to do more. Powerful brands can drive success in competitive and financial markets.
and as such includes much about changing minds. and brand personality. What makes up a brand identity? Brand identity includes brand names. Brand Management A powerful tool like a brand cannot be created in a vacuum or from thin air. Brand management is a philosophy and a total approach to managing companies. It is something that influences all of us in several ways and leaves a deepening impact on all of us. Brand management performed to its full extent means starting and ending the management of the whole company through the brand. what business the company is in. whereby the personality usually a celebrity or image is "branded" into the consciousness of consumers. which uses well-defined and established principles but can be refined as well as mastered by practice. This starts with the leaders of the company who define the brand and control its management. brand associations. All these discussed issues make branding a real art. It requires to follow certain principles and should have a developed procedure along with wellsupplemented research base. This art of creating and maintaining a brand is called brand management.that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. support and contribution from everybody in the company. what benefits it provides and why it is better than the competition. in one sentence. The personality and theme. A good brand name gives a good first impression and evokes positive associations with the brand. positioning. A brand is therefore becomes one of the most valuable elements in an advertising theme. 48 . promoting and communicating the image to the targeted audiences. A positioning statement tells. logos. Brand management starts with understanding what 'brand' really means. One of the key tasks of Brand Management is development of brand's image. It also reaches all the way down the company and especially to the people who interface with customers or who create the products that customers use. A brand image may be developed by attributing a "personality" to or associating an "image" with a product or service. visuals and even the appeal selected revolves around the image and helps in integrating. It is a comprehensive effort and requires commitment.
Brand personality adds emotion. This concept is referred to as brand equity. The brand can add significant value when it is well recognized and has positive associations in the mind of the consumer. Brand associations are the attributes that customers think of when they hear or see the brand name. a family entering the restaurant. By consistent repetition of the most persuasive selling messages. starting with the yellow arches. this premium provides important information about the value of the brand. McDonalds television commercials are a series of one brand association after another. However. consistent food quality. lots of fun and following with associations of Good Quality reasonably priced Burgers.One way to measure brand equity is to determine the price premium that a brand commands over a generic product. Happy Meal. expenses such as promotional costs must be taken into account when using this method to measure brand equity. yet few companies consciously create a brand identity. There are at least three perspectives from which to view brand equity: Financial . 100 more for a branded product over the unbranded product. For example. pound that message home in every ad. etc. Ronald McDonald. What is Brand Equity? Brand equity is an intangible asset that depends on associations made by the consumer. if consumers are willing to pay Rs. How do we determine our brand identity? Brand has been called the most powerful idea in the commercial world. 49 . culture and myth to the brand identity by the use of a famous spokesperson (Sharukh Khan – Hyundai Santro). in every news release. It is advised to senior executives. an animal (the Merrill Lynch bull) or an image (Hum Hai Na . kids. Then. customers will think of you and buy from you when they are deciding on whether to buy from you or your competitor. CEOs and small-scale enterprise owners to research their customers and find the top ranked reasons due to which customers buy their products rather than their competitors. a children's party. in communications with employees and in every sales call and media interview.ICICI). a character (the Nirma Girl or Amul Girl).
brand loyalty. Some brands acquire a bad reputation that results in negative brand equity. The benefits of brand extensions are the leveraging of existing brand awareness thus reducing advertising expenditures. Negative brand equity can be measured by surveys in which consumers indicate that a discount is needed to purchase the brand over an unbranded product. reducing promotional costs. inferred attributes. Strong brand equity provides the following benefits: • • • Facilitates a more predictable income stream (higher profitability). Attitude strength is built by experience with a product. poor image or communication and better brand and image of competitor's product.A strong brand increases the consumer's attitude strength toward the product associated with the brand.Brand extensions . brand equity is not always positive in value.A successful brand can be used as a platform to launch related products. and allowing premium pricing. The consumer's awareness and associations lead to perceived quality. appropriate brand extensions can enhance the core brand. However. and a lower risk from the perspective of the consumer. Brand Elements Brand elements are the components or constituents of brand that are designed and put together to strengthen brand's image. and eventually. This may happen due to out-dated product. Consumer-base . Increases cash flow by increasing market share. Brand equity is an asset that can be sold or leased. Any brand will consists of following elements: • • • • Brand name and logo Symbol and character Packaging Slogan There are five criteria to judge whether these are good brand elements: 50 . low quality of product. Continuous fall in sales is the biggest indication of negative brand equity. Furthermore.
packaging indentations etc. symbols. • Brand name. • The logo. There should be some consistency and they should be used for several years before they are changed. Examples of Brand Attributes: • • • • • • • Influential Innovative Inclusive Relevant Connecting Leadership Humane Is branding just for large companies? 51 . • The symbol and character being used as brand elements should also gel well with product features and characteristics and they should be in good term to identify the product with. • In addition.• The recall value of Brand name should be high. symbol. logo. It should provide company with a viable option to create brand extension or brand line expansion or it should generate sufficient recognition for the company. Brand attributes can be either negative or positive and can have varying degrees of relevance and importance to different customer segments. all should be protected. The elements should have adaptability and should be able to change as per demand of time and consumers. easy to pronounce and easy to understand. slogan all should be catchy and flexible over time. and they should communicate a unified message that depicts or supports the brand image. They should not look time beaten neither they should be changed frequently. They should represent what the company. It should create a connection between the need of the consumer and the product. use of registered trademark. the brand stands for. packaging. the transferability of brand elements should be high. The brand name should also connote what does product stands for. Brand Attributes Brand attributes are functional or emotional associations that are assigned to a brand by its customers and prospects. It should be simple. Intellectual property protection is the fifth criteria.
service businesses. a brand offers the customer a guarantee and then delivers on it.NO! It is one of the myths that only large business house or the player in an industry with excess competition needs a brand. Retailers. It is the name attached to a product or service. In short. successful branding programs begin with superior products and services." Nothing happens until somebody sells something. You might infer. However. Therefore." the new philosophy could be" Nothing happens until somebody brands something. can use this process rather they should do it and they should consider branding expenditure as longterm investment or a capital investment. image. upon close inspection. If the old marketing mantra was. fancy packaging or public relations will help you achieve your sales goals. no amount of advertising dollars. organization or product. you will in turn be able to create a powerful marketing program. However. which will fetch them hefty returns in long time frame. It creates in the mind of customers and prospects the perception that there is no product or service on the market that is quite like yours. The techniques of branding have been kept secret for many years because it provided a competitive advantage to those companies that used it or devoted regular cash flow streams towards this effort. backed by excellent customer service that permeates an entire organization. then. that if you build a powerful brand. if you can't convince customers that your product is worthy of purchasing. a brand represents many more intangible aspects of a product or service: a collection of feelings and perceptions about quality. lifestyle and status. Branding is something that every one needs and can be applied to any business. manufacturers and businesses of all types and sizes. Brand Building Overview Branding is more than just a business buzzword. a brand is a noun." In its simplest form. It has become the crux of selling in the new economy. The Importance of Branding 52 .
It is often the brand that a business owner has to sell in such cases. you can be certain that somebody will copy it before long. "A brand is the one thing that you can own that nobody can take away from you. "The value of that brand is huge compared to those actual physical assets. if you owned the Marlboro Company and wanted to sell it. you would begin to value the firm by looking at the assets tied to the Marlboro brand. Wis. As a result. patents. For instance." says Kosgrove. you think of the Kleenex brand. Technology will change. For example. vice principal of marketing at Lindsay. They can steal your trade secrets. he will often say he wants to go to McDonald's. Scotch is the brand that springs to mind. If you have a great idea. The reason behind these strong brandproduct associations is that these companies have built rock solid brand identities. when you think of tissues. It creates a lasting value above and beyond all the other elements of your business. When Should You Brand? 53 . unlike other abstract marketing notions. "Everything else.One of the truths of modern business is that there is almost nothing that your competitors can't duplicate in a matter of weeks or months. But your brand can go on and live. but they may also be able to do a better job or sell the product or service at a lower price. machines and staff. Your physical plant will wear out." says Howard Kosgrove." The importance and value of branding becomes apparent when an entrepreneur wants to sell his or her company or take it to Wall Street for a public offering or other infusion of capital. can be quantified." They are worth a small fraction of what you can sell that brand for. they can steal. And when you're looking for tape to wrap a present. Brand equity. You would then identify the cost of the factories. your patents will expire. Likewise. trucks. customers will think of your business first when they think of your product category. or the worth of the brand. Eventually. Creating a strong brand identity will build mind share — one of the strongest competitive advantages imaginable. more likely than not. "What competitive edge do I have to offer that cannot be copied by anyone else?" The answer? Your brand. when your child wants a hamburger. Stone and Briggs Advertising in Madison. The question then becomes." That value is often called brand equity. And not only will they follow your lead.
Financial services. which were one of the last frontiers. restaurants and consumer goods. has seen brand names creep in. All of the traditionally brand-conscious industries.This is a company's core brand or umbrella brand. secondary and tertiary. no one brand is going to appeal to all customers. Although most industries and products or services can benefit from a brand. Primary Brands . not every product needs its own stand-alone brand. This is why many brands broaden and widen their appeal by creating tertiary brands or line extenders. are even beginning to see the importance of branding by tagging banking packages and even mutual funds with catchy names. Brands can be separated into three categories: primary. Other industries in which branding is a must include: • • • • • • • • • Fast food High-tech Beverages Packaged Goods Petroleum Entertainment Retail Auto Pharmaceutical Types of Brands A brand cannot be all things to all people. a DuPont fiber. On the contrary. are being forced to continue to brand heavily — perhaps even more strategically than they ever have in the past.Because of the competitive nature of business today. Tyvek. Primary brands typically garner a large percentage of a company's revenue potential and therefore need to 54 . By definition. improbably one of the best knew industrial branded products. including fashion. where cost is usually more of a loyalty building factor. For example. Even industrial markets. nearly all industries can benefit from a branded product. branding is based on the concept of singularity — targeting individuals in a personal manner— and therefore precludes the concept of universal appeal.
higher prices may signify to consumers higher quality. For example. and lower prices may suggest decreased value.a component of value. theta of branding is made easier.These are often line extenders. Therefore. but just descriptors. And if it doesn't. for instance. The generic line may bring in minimal revenue for the company. it will be easy to manipulate customer attitudes. Secondary Brands . 55 . your product or service will have been in existence for a while and have direct competition.be given priority and have a sufficient amount of advertising in order to root them firmly. Secondary brands don't need to have their own name. Since there are no pre-existing biases toward the product or service. they sometimes don't sport registered brand names. Tertiary brands . usually a modifier to the brand name will suffice and strengthen the core brand. What Goes Into a Brand? If your product or service is new or unique. Therefore. or "flankers. Line extenders are characterized by having a descriptive term that allows the base brand to be the true selling proposition and the flanker to really designate to the audience what that particular product's key feature or benefits are. and Deep Sweep is the secondary brand. Take. a garbage bag manufacturer may make a generic-brand bag in addition to its flagship brand.These brands typically have insignificant revenue potentials or expectations. the generic line is considered a tertiary brand for this company. but it fills a need within a niche market so the company continues to manufacture it under the unregistered name Household Trash Bags. More often. Therefore." for a core brand. products that may be roughly equivalent in terms of their features need to have a brand identity that will impact consumer choice. it probably soon will. but they contribute to the company's overall image in some way. Crest is the core brand. Brand identity is comprised of: Pricing . a toothbrush called the Crest Deep Sweep.
Like reputation. Preference . Customer commitment . Characteristics of the Campaign Positioning is the art of creating a brand that can persuade and realistically demonstrate its relevance to a customer's daily life to become his or her regular choice. Awareness .availability. Positioning is not created by the marketer or the individual brand itself.top-of-mind awareness. Reputation . often represented by qualities the consumer relates to.consumers may equate certain positive and negative consequences with use of your product or service. higher quality will translate to more satisfied customers who come back again and again to purchase your offerings. the better your sales results will be.differentiation from the competition. image is difficult to change once established.enduring public opinion of brand character.which impacts satisfaction.prominence in the paid and unpaid media.increased market share is a direct result of a successful branding campaign. residual awareness and recognition. In fact.a predisposition to buy displayed by consumers who are establishing brand loyalty. but 56 . Share of market . Quality . What's in a Name? A. Benefits . Presence . which is built over time and difficult to change once established.Distribution . the higher your offering's awareness. products or services with a highprofile market presence will lead to brand recognition and increased sales. which are directly related to presence. but by how others perceive it. which is established by a combination of all elements of the brand. limited distribution of a product or service may imply exclusivity to discerning consumers.perceptions of brand traits or prototypical buyers.loyalty is built through long-term branding and close consumer contact. these may be warranted or unwarranted. Kosgrove says that the brand is not created by the marketer at all. Positioning salience . Image . obviously.
Several characteristics can work in a positioning campaign. To position your offering properly. expectations and wants. and despite companies' push to try and brand the two products. For instance. are heavily branded product categories: Consumers have formed a relationship with and will search out their preferred brands. and not a man. Marketers don't create the positioning. the greater the chances are that the prospect will buy that product. As you begin to understand the relationship that your customers have with your brand. Relevance. such as: Relevance to a customer's lifestyle . no company has found much success building brand equity. Why do we trust Pantene shampoo." While marketers do not literally position brands.The more apparent the connection is between the brand and the prospect's daily activities. they usually choose what is on sale or what is available on their local grocer's shelves. in turn. you will be able to more efficiently meet their needs. Ask yourself: Is the identity of the brand too young for my target market? Is it too old? Is it too upscale? Promises backed by support . bread and milk are not branded items. they can have a significant influence on how they are positioned. on the other hand. rather. "Positioning is everything. for instance? Because we believe in the brand's "revolutionary" Pro-V formula that leaves hairs strong and healthy." 57 . Those drivers then come into developing products and services that best fit those audiences' needs and wants. That will. When customers want either one of those staple items. wants and desires through your brand. Beer and cola. they create the strategic and tactical suggestions to encourage the customer to accept a particular positioning in his or her mind. products or services have some formula or patent that is "unique" from all the other brands out there. Why do we believe Secret antiperspirant will keep women smelling sweet? Because "it's pH balanced for a woman.Benefits need to be backed with some sort of persuasive reason to believe the product's hype.rather by the customer." says Dettore. Many times. create trust in your brand. is how customers ultimately decide which brands to buy and which they will discard. "Positioning studies identify the audience according to their needs. you need to identify the key attributes or benefits that represent the value of your product or service. or the connection that the prospect has to the brand identity.
could they be hurting.Many successful companies build customer trust by claiming to be the real McCoy. For instance." Ask yourself: Are my messages in line with what I want to convey about my products and services? Are there messages that can be misconstrued? If so. Even service companies can make claims to being the real deal. and it seemed inappropriate for what is being sold. how can I change them to be more accurate? Message of the brand Is appropriate . rather than helping. Coke tells you that "It's the Real Thing.Have you ever seen a commercial on TV that seems to come from left field? It grabbed your attention.The Best a Man Can Get" or "Choosy Moms Choose Jif.Ask yourself: What promises are you making about your brand? Can my products or services follow through on those promises? Message of the brand Is clear and focused ." "Coke Is It" and "Always Coca-Cola. The message that you send needs to be appropriate to the product or service you are trying to brand. but told you nothing about the product or service. For instance. Types of Prompts in a Campaign 58 .No matter how brilliant a strategy you have." The copy line helps reinforce that this brand is the genuine article for that category of products. the brand? Product Is the genuine article . financial institutions can't effectively work humor into their ads because the preconceived notion is that banks are not supposed to be fun or entertaining. Some examples of crystal clear campaigns include "Gillette . Ask yourself: Are my advertising messages in line with the image I'm trying to convey about my company. you need to be clear about the message. AT&T's True Voice lets its customers know that they are receiving a level of clarity above what other telecommunication companies carry through their fiber optic lines. Ask yourself: In what ways are my products and services more "genuine" than my competitors'? How can I emphasize those elements to give the brand a competitive advantage? B. products and services? If not. Pace Picante sauce tells you that they are not the brand from New York City.
for instance. things are not always as they seem. That's why it makes sense to look at alternative positioning types before deciding on which one you will attach to your brand. and you will succeed in creating a powerful brand. But PC manufacturers will say that the PC is better because more people believe in it.Once you determine the way in which you can reach your market. but all of these brands carry a perception of higher quality because of their higher prices. they have a very high perception of quality. For example. That method is called the "positioning prompt" of the brand. Most people think that they know a high quality product from another. and there is a great deal of interpretation and high degree of risk that is involved in choosing one positioning over the other. "If you look at the most profitable companies in the country. the next thing to look at is how you are going to lure your customer to try your brand. 'My product is better. 59 . does a Rolex really keep better time than a Timex? Does a Mont blanc pen write better than a Cross? Do Sony radios get better reception that Sanyo's? Do Calloway Clubs really improve your golf game? Not really. and a specialist is perceived to know more." say the best way to increase perception of quality is to narrow the company's focus. When you narrow a product's focus.' Look at the computer industry. A brand can evoke several different types of prompts. You can talk about how your product or service is better. or be of "higher quality" than a generalist. or the perception of quality. Quality positioning . but in reality. and it may be different than measured quality. Al Reis and Laura Reis. authors of "The 22 Immutable Laws of Branding. Build a powerful perception of quality." Quality. "Somebody can come in and say. but you have to get people to believe in it. they explain. Be aware.Perception of quality is probably one of the most important elements for a brand to have and can be combined with any of the other prompts below. 1. however. lies in the mind of the buyer." says Kosgrove. that positioning prompts are not verifiable scientific hypotheses. you become a specialist rather than a generalist. Another way to build the perception of high quality is to simply attach a higher price tag to your brand. People say that Apple is a better product [than the PC].
as well as smart companies like Quaker. which was down on its luck in the overall computer marketplace. In fact. Private supermarket labels. Of course. brands that are considered a value are rising in popularity amongst consumers.Believe it or not. For instance. Unfortunately. not solely by what they sell. Each of these characteristics gives the perception of quality. started asking computer users to liberate themselves from the PC camp and" Think Different. feature-orientated stances are often rendered useless if the competition comes out with a faster or more advanced model. co-branded names. the product or service does need to have some perk or difference to justify the higher price. Today. experienced a backlash when their prices rose too quickly. Feature-driven prompts -. It allows the affluent consumer to obtain psychological satisfaction from the public purchase and consumption of a high end product.One of the most effective ways to create interest in a brand is to send out a positioning prompt that resonates well with potential buyers. Sketchers equates sneakers with cool and that characteristic passes to all who wear them. For instance. packaged good brands." Jeep has created a car and branded apparel for rugged individualists. that stigma has fallen by the wayside. Relational prompts -. In fact. Calloway clubs have a bigger head than Titleist.More marketers rely on product/service features to differentiate their brands than any other method. Rolex makes a heavier watch than Timex.Although at one time. The advantage is that the message is clear. 3. and the positioning will be credible if you stick to the facts about the product. which introduced a breakfast cereal that aims at undercutting brands like Kellogg's or Post. 60 . These brands have achieved positioning based on who buys what they sell. high price is a benefit to some customers. have found a strong market. Southwest Airlines is probably the best example of how a company has been able to offer discount prices and still keep a strong brand identity. items that were considered to be a good "value" meant that they were inexpensive. especially cereals. Apple computer. most of the other major airlines have followed Southwest's lead by rolling out valuepriced flights under new. 4. but they don't necessarily improve performance. Value positioning -. Mont blanc has a fatter pen than Cross. 2.
The now defunct Joe Camel mascot for Camel cigarettes infuriated parents. problem/solution prompts show the consumer how a sticky situation can be relieved quickly and easily with the brand or service. positioning deals with how one brand is thought of compared to its obvious competitors. they usually make up for in directness and credibility. 8." 9. And a new campaign from IBM has random people exclaiming.These are positioning prompts that offer prospects a place they might like to go. which means that emotional or psychological approaches can oftentimes be very effective as positioning prompts. For example. Problem/solution prompts -. 7.5. even between search engines on the Web. What problem/solution campaigns lack in imagination.Other brands base their entire positioning on the fact that they give back to the consumer. asking friends and family to "Reach Out and Touch Someone. Warm and fuzzy positioning -.or desire based. 6. Therefore. Laundry detergents.By definition." Volvo hints that through purchasing their Swedish import cars. Aspiration positioning -.As the name implies." Need proof? AT&T's commercials are often tearjerkers. for instance tells customers that "It 61 . Discover credit card. you are buying the only real way to "Drive Safely. for one. many marketers play on our feelings. we are still docile and emotional animals." author Lynn Upshaw writes. "How people feel about a brand is oftentimes need. garbage bags. or a state of mind they might like to achieve. Other campaigns that challenge consumers to be the judge have cropped up between car companies." because they use a new version of the Lotus Notes software program. In the book. anti-smoking lobbyists and the federal government for promoting an identity of cool that young people could aspire to and achieve through smoking their cigarettes." I am Superman. the idea of a rivalry-based position might seem redundant but many campaigns take this approach. Detergents and cleansers also make good use of these prompts. Packaged good brands tend to be the most frequent users of problem/solution prompts. or a person they might like to be. are constantly going head-to-head to prove which one has the most power to lift stains. Rivalry-based positioning -. Benefit-driven positioning -. As such. "Building Brand Identity: A Strategy for Success in a Hostile Marketplace.Underneath our capitalist driven needs to consume. frozen meals cut meal preparation time to minutes.
To accomplish this. If you sell computers. Similarly. Determining Which Position Will Work for Your Brand To determine which position will work best for your company. have them answer the following questions: • • • • • Who are your competitors and how are they positioning their brands? What can you offer that is different? Who would buy our product or service? What markets should we target with our brand? Do we need to register trademarks for our products or services? 62 . be it frequent flier miles. discounts on gas or store purchases. ask yourself what business you are really in. Discover was among the first major credit cards companies to provide its users with a financial incentive for using their card. Now nearly all credit cards offer some type or reward. C." Use the card and get money back. determine what the benefits are for your products and services. you may be in the business of: • • • • Tourism Recreation Entertainment Stress-reduction Next. for example.Pays to Discover. your marketing team should be able to describe a precise customer benefit that can be addressed in some way by the brand. The team members must be clear on what customer benefits are being offered and how they are based on real life needs and desires. you maybe in the business of: • • • • Information Speed Convenience Technology If you sell travel packages. After completing the necessary research and reviewing the relevant examples of positioning. focus on relevant reality-based customer benefits.
and help forge an emotional link that binds the buyer to the brand for years to come. and the beliefs and experiences similar to a personality make a brand rise to a new level." One entrepreneur whose personality permeates every aspect of his brand is Nicholas Graham. for an entrepreneur to create a brand that is a 180-degree turn against what the founder is like. According to Kosgrove." writes Upshaw.• Are there extension opportunities for these branded products or services? If so. to a large extent. the brand will probably not be the favorite of a conservative investment banker. what are they? How much advertising support are we going to need for the brand and how much will it cost? Does our budget allow for those costs? How descriptive is the brand? Are there ways that it can be improved? Can the brand name be pronounced easily? Does it translate well into other languages? Are there regulatory issues? If so. An attractive brand personality can pre-sell the prospect before the purchase. he says. good or bad. An entrepreneur or founder. is the brand because the personality and the interest of the founder is going to have a lot to do with the way that the company is perceived by others." says Kosgrove. if the founder is a high adventure sports enthusiast. founder of Joe Boxer. In matters of branding. how will we overcome them? • • • • Building Brand Personality Brands that carry with them a true persona. The off-beat. who is best known for unorthodox marketing antics like shooting an underwear- 63 . small-company brands usually take on the personality of the entrepreneur who owns them. Therefore. It's hard. After all. a personality helps to humanize an otherwise inanimate object or service so that a prospect's defenses are lowered. it's hard not to like someone with a good personality. humorous line of boxer shorts and loungewear that the company produces bears the distinctive image of the zany Graham himself. reinforce the purchase decision. "A brand is everything that your customers know about you. In such cases. Every contact they have with you helps to build that brand. "you are more willing to overlook flaws and search for strengths.
Provider-driven . However. 64 . For instance. The personality gives the consumer something to relate to that can be more vivid than the perceived positioning of the brand. relate to. Although a strong identifiable personality is not imperative. products come to life to give consumers more than just a brand to trust. A brand's personality can offer the single most important reason why one brand will be chosen over another. particularly when there are few product or service features that are different between competing brands.Other brands like to show that the people who use the brands are people that you could be friends with. The personality. or want to be like. Prudential's "The Rock" and Allstate's "You're in good hands. packaged products often take on a personality that consumers can relate to. a brand with a distinctive personality presents the would-be buyer with something he or she can relate to as an individual. Personality is usually shown in three ways.laden rocket into space and holding an undergarments "fashion show" on a transatlantic flight on Virgin Airways. it can make it easier for customers and prospects alike to understand what the marketer has to offer. a practical prerequisite for success in an increasingly individual-driven marketplace.As strange as it may sound. in some ways. Brands that lean heavily on the provider image include insurance companies and financial institutions. Image of the user . is much more real than the other aspects of the brand because it is the outstretched hand that touches the customer as an individual. these generations are also skeptical of marketers and are keenly aware of when a brand is targeting them.Provider-driven images are popular with services because there is a greater need to build confidence between the provider and seller since there is usually an intangible product on the table. the Pillsbury Doughboy's laugh reinforces that the product will make your family feel good. but also a face. Image of the product or service ." show that the brand is trustworthy and their brands reflect the same attitude. Many companies with branded products geared toward Generation X and Y use this tactic. Whether through a mascot or an animated figurine. Even more important.
However. Besides content swaps. but the smaller company's brand doesn't really receive much attention. "Does it have Intel inside?" In fact. Therefore. co-branding. Sometimes a co-branding strategy isn't as advantageous as it may seem. particularly for small companies that oftentimes get overshadowed by larger partners. one partner in every co-branding partnership will receive more attention than its counterpart. One brand teams with another to offer a product with an enhanced (or seemingly so) benefit. ask yourself if the excitement that the deal will bring will build the brand or sabotage it. or what is better known as strategic relationships. Co-branding works because it creates new excitement for the brands involved. Intel has been so successful at marketing their brand that the industry now benchmarks the performance of other semiconductor chips based on Pentium by calling them Pentium-like Processors. A slew of credit card companies has-been teaming up with retailers to offer co-branded items such as the L. If that risk 65 . For instance. Instead.Strengthening Your Core Brand A. And Betty Crocker uses real Hershey's chocolate in their brownie mix.L. On the Web. before you jump into a co-branded relationship. Bean credit card. Check that your potential partner is not only compatible with your product but also that it won't eclipse your own brand. The larger company receives the added benefits from the smaller company's product. their question is. Co-Branding Although it has become somewhat of a fad amongst companies. companies invite branded products and services to be sold from their sites in what are known as affiliate programs. For instance. Tropicana and Chiquita have made numerous fruit juice concoctions by blending their respective specialty flavors. co-branding is a way for businesses to extend their brand's identity and cut expenses by partnering with compatible products and services. And financial companies have even jumped on the bandwagon. Intel's Pentium Processor campaign has-been so successful that many computer buyers don't care whether they have an IBM or Hewlett-Packard or Dell computer. No two brands have exactly the same impact on the consumer. are rampant.
" writes Upshaw. Contribution to Brand Identity Reminder that the auto maintenance shop cares about customer service. method to check up on efficiency/courtesy of service department.is accurately assessed and accepted by the junior partner and it's still a net gain for its brand identity. more can be done than just change a copy strategy and run new advertising. "It's the marketing team's job to prioritize identity contacts and to judge how they might contribute to the brand's identity. The company can highlight the new product at trade shows or conventions. nearly all of the brand identity contacts can be manipulated to increase emphasis on the new functions of the software. there are many different ways that a customer can have contact with a brand in such a way that it communicates his or her identity. Store salespeople can wear pins alerting customers to ask them about the new software features. Identity Contact Identity contact is the sum total of all information and experiences that a customer or prospect has with a brand. if a software company comes up with a new version of one of its programs. and in what way they are relevant to the realities of the consumer's everyday life. then the partnership is sound. 66 . • • • • Brand Pep Boys Example Brand Identity Contract Follow-up phone call after servicing the car. As you can imagine. opportunity to remind customer of upcoming sales. For example. For example: • The product's packaging can be reprinted so that bursts highlighting a "New" or "Improved" version of the program. Support staff can tell current users that there is a new version available when they call for help or service on the older version of the software. B. A press release can be generated about how programs need to keep pace with the demands of the workplace and provide proper functionality.
C. revisable numbers send signal that MCI is on top of what's happening in prices. Advertisements with athletes of Olympic or star stature. In addition to its humanitarian value. not slick. they see people in matching polo shirts rather than suits. is that the brand is known as just what they said it was — "A Different Kind of Car Company"— even though they are still selling the same products that every other car company is. Vans. Sponsorships of everything from local baseball teams to non-mainstream musical events have been sought by marketers looking to carry their brands into the customer's backyard. reminder of savings positioned. we are going to sell the company's brand. MCI Nike Identity contacts are important because they can set a tone for subsequent contacts with the company and the brand. Grassroots Grassroots marketing is a form of branding that has really hit its stride in the last few years. The sneaker company has become synonymous 67 . Close-up of Nike logo on shoes of player in NBA championship or on Tiger Woods in PGA Gold Tours. reinforcement of superior quality or product and prestige of being worn by winners." The result. and the showroom itself is clean and friendly. and we are going to prove it.. instead of being crabby with them and making them wait. a shoe company in Santa Fe Springs. says Kosgrove.McDonald's Ronald McDonald Houses for the families of seriously ill children.'" says Kosgrove. "They say 'We are a different kind of car company." Saturn said. Calif. GM's Saturn is one brand that has been able to establish the commitment of the brand before a customer even walks into the showroom. they give coffee and doughnuts to the people when they come in. Electronic billboard tabulating how much MCI customers have saved by using its services. Brand associated with the best athletes in their sport. Brand-name registration in compelling way. When a customer enters the showroom. has led the way in sponsoring events that their younger customers care about.' They do that by making sure that every point of contact with a customer is going to be completely different. And when there is a service problem. RM houses remind parents of McDonalds' commitment to the American family. 'We are not going to sell the car.
the company has done well stepping into other areas of their customers' lifestyles.. for instance. rock climbers and BMX bikers. "When your company is lucky enough to be the beneficiary of word of mouth. "Word of mouth is still considered the most potent marketing communication of all because it's dispensed by the most credible sources of all — ordinary citizens who don't carry a built-in bias of commercial sponsors. can easily sponsor community events. your identity problems may be over.with alternative sports by hosting events in the skateboarding." says Kosgrove. R. "You want to look at what your customers care about. East Providence Cycle." 68 .I. BMX biking and snow boarding categories. events where shoes are a prerequisite. In past years. Word of Mouth Whether it is planned or not. and your capacity problems may just be beginning. The business also sets up makeshift service shops off area bike paths on sunny summer days. an alternative music festival that combines other types of cutting-edge live entertainment. you may want to focus on a charitable or community organization in your neighborhood and make a commitment to it so people understand that you are committed to the community. and how can I get involved in those things?" D. Vans sponsors the very popular alternative Warped Tour. The juice company sponsors two Winnebagos to roam the countryside and entice consumers to become "juice guys." writes Upshaw. "If you have a retail business in a neighborhood. a bike shop in East Providence. Last summer's roving tour featured punk and "ska" bands as well as pro demos from skateboarders. Besides just sporting events. the tour has also featured the Mega-Pump Climbing Wall Competition and Spike and Mike's Festival of Animation. while they may not have the budget to get involved with paying the gas and living expenses of sending two employees on a cross-country jaunt to spread the word about their brand. Ask yourself: What do my customers care about. Nantucket Nectars has also garnered fame by using grassroots promotion strategies." Smaller companies. in-line skaters. tune-up students' bicycles on a local college campus to get them ready for the back-and-forth trips from the dorms to classes. word of mouth is well worth the effort it takes to generate it.
word of mouth can work extremely well. has never posted an advertisement online. going out to ask people who wrote to the company if their passion for Snapple was really true. the ex-Mayor of New York City. or some other herbal concoction. For instance. "It snowballs. Ed Koch. the company has relied on word of mouth to promote its brand and Web site during its four-year history. the company US Wings. ginsengfortified. says that by staying true to its mission. The founder. spring-filtered. Snapple also hit it big when kids started passing the word about the delicious iced tea beverage." While it is difficult to intentionally generate a positive word of mouth branding strategy. it can be done if you have the right product and the right strategy. One word of caution: Brands that are propelled by word of mouth often run out of steam quickly since most tend to be just fads or trends. be it sun-brewed. After the onslaught of the copycat brands.7 million. In one memorable ad.Some of the better known beneficiaries of word of mouth phenomena: Furby. The company capitalized on that by highlighting the word of mouth phenomena in its television ads. which sells genuine military jackets and gear. and Tickle Me Elmo. Once strong word of mouth is achieved. Snapple was smart to sell its brand to the Quaker Company in 1994 for $1." he says. be it the product or the promotional vehicle. the hot toy in 1997. For instance. nearly every beverage company came out with their own line of iced tea — each one with a different gimmick. People are going to tell other people. "We are selling something with quality and value. the company needs to convert the brand into something that will sustain the hype. Sergeant Dave Hack. and you end up with something that is very positive. after Snapple's success. Instead." For Web-based brands. Competitors are also quick to duplicate the product or service being hyped. the company's earnings slid. the company has been able to generate positive promotion on the Web. It also doesn't hurt to have something extremely unique. the toy sensation of Christmas '98 that sent parents into shopping frenzies. Creating an Online Identity 69 . visits a young fan from the Midwest to ask if he really believes that" Snapple is the only good thing to have come out of New York.
adults. a debate rages in the business departments of many Internet companies over the importance of branding. Travelocity . 70 . Companies that form strong associations between their name and their category now will be the ones who will capture future sales.Online companies are putting branding to work with remarkable success.20 percent Clothing: The Gap . there are four times as many online shoppers as purchasers. "Any long established brand has had bad experiences. and there are mistakes that have been made in the past." Still. you have a clean slate.com .8 percent each Autos: Yahoo! .56 percent Music: CDNOW .30 percent Computer Hardware: Dell .000 Internet users associated the following Net names with the following products: • • • • • • • Books: Amazon. so the Internet is one of the most cost effective ways to brand.24 percent Computer Software: Microsoft . "Typical advertising media hit only a segmented or regional strategy. "Whereas if you are fresh and new. Yahoo!." Research shows the brand names of seven Internet companies are already recognized by more than 50 million U. According to a survey from Intelliquest. But it is always important to look toward the future.12 percent Travel: AOL. building up an online brand? Wouldn't those resources be better spent promoting e-commerce efforts.S. giving them' mega-brand' status. How much effort should they spend on e-branding initiatives — that is. According to Intelliquest.6 percent Kosgrove says that companies that want to build their brand online may actually have an advantage over brands in the physical world since there is the opportunity to start freehand has new associations. "The Internet helps promote companies' products in a very efficient manner and especially to all audiences in all parts of the world." he says." says Dettore. only a percentage of them are actually buying online. 10. which offer tangible returns? Although people are shopping online.
but nutritional care for your animal. a pet food brand on the store shelf does not have many choices about the positioning of its product. an online marketing firm says. but rather as an animal nutrition expert." The company can't offer the warm. a company can brand itself as more than just a dog food supplier. The main benefit is that they are going to be fast." says Lynch. e-branding is very important and must be taken into consideration. however. The site can walk visitors through a personalized analysis based on the animal's needs and activity level.Another way that brands can differentiate themselves is by providing online customized solutions and products for visitors based on information that they plug into registration forms. The Web allows companies to take on new edge or benefit that a company would not be able to use in the real world. There is no way that a pet food company would be able to gain that brand identity in the real world. Prices are not as important. "Then it isn't just a bag of dog food." says Kosgrove. John Lynch." says Lynch. and information telling you which formula of food your pet should be consuming is spit out. "Sites need to be branded so that the consumer can have confidence in the site and is willing to make a purchase there." Some tactics to build an online brand include: 1. but nutritional care for your animal. 71 . For instance. says Kosgrove. data is cross referenced. from Synnetry. friendly environment that Borders can. we got it and we will get it to you quick. and they will have a large selection. service is not as important [at the moment].Online brands don't usually tout themselves as cheap. says Lynch.In short. Customization -. Once the information is entered into the database. 2. answers are compressed. Online. "Then it isn't just a bag of dog food. "Their brand is: you want it. That tactic is certainly true with large online stores such as Amazon. but they can promise to ship you the book of your choice practically overnight. "What pet store owner is going to carry that message for the ped information telling you which formula of food your pet should be consuming is spit out. Selection and speed -. Really. "The World's Largest Bookstore. selection and delivery are their brand.
which leads to many opportunities for community interaction. Luckily. Ways to increase contact and keep your brand in front of people include creating: • • • • • Newsletters Targeted emails Message boards Chat Advice columns 4. prospects and critics of the brand have strong opinions about what they like and don't like.Community is the other buzz online. Some other points to keep in mind when building an online community include: Members must share common interests and get satisfaction from connecting with others Members should be able to participate in something such as a forum. people seem to never tire about the wonders of the Apple computer. auction. Using Interactivity -. The company's brand is the focus of debates and discourses in the computer world. the Web is the perfect place to do just that." 3. you need to have a category that will engage people and spur them to want to talk with one another. For a community to be successful. Build a community -. chat group. Unlike other media. they are allowed to create a better position for themselves than they could if they were going through regular distribution channels. If your brand can stimulate a community around it.There is no way that a pet food company would be able to gain that brand identity in the real world. online customers can interact with the brand and its identity in a way that no other medium can offer. For instance. then it has a powerful ally. "Through the Internet.Creating services that other Web companies don't have will ensure that your brand is stronger than the rest. Customers. "What pet store owner is going to carry that message for the pet food manufacturer to the pet food buyer?" asks Lynch. or join mailing lists or user groups 72 .
com members. One way that synergistic sites can partner is by swapping banner ads.Like co-branding. It's important to find partners who are going to help promote our site. Big Star looks for companies that have an active relationship with their members and are willing to get Big Star involved. Good alliances on the Web allow traffic to flow between sites that have a common interest. and we are often a featured vendor there. One of the best ways that an e-commerce site can partner with other sites is to embed themselves within another company's site. says Williams." says Kosgrove. each time you purchase a package from an e-retailer.com will also send a heads-up to subscribers telling them about movie promotions that Big Star is running exclusively for Women. Federal Express also allows catalog companies like Lands End to move Federal Express data to their own Web sites so that Lands End customers can track their packages' progress. Encourage early and steady contributors.com is one site that fit the bill. Form Strategic Alliances -. Both shipping companies invite companies to use their software to calculate shipping weights and secure deliveries to the purchaser's home. "We advertise in their entertainment areas. "Synergistic sites can swap banner ads usually without any fee being paid. 5. Williams says that when shopping for strategic partners. Anyone who buys a shirt is going to want to buy a tie. Women. they are going to feel good about being on your site." Another way that E-retailers can create partnerships is by finding larger content sites to sell their wares. chances are that you are also giving business to UPS or Federal Express. strategic partnerships between Web brands can help strengthen identity. "If someone comes to your site and sees you link with other people that they respect. personalize user experience through interactivity with other members and develop opportunities for common leadership/ownership. Give members something to care about by establishing a clear economic or social benefit." Besides that. Women." says Lynch. For instance. "If your site sells ties. enhance visibility and increase revenues for companies. it would be good to form a relationship with a store that sells shirts. We also have fitness videos in their health and wellness area and children's videos in their family areas. 73 .
or were not accessible by email. however. "If your other communications look warm and friendly and you brand yourself as serviceoriented. If your customer service skills aren't up to par. Some of the basics that your Web site should have include: • • • • • Personal Domain Name Contact Information Simple site design and navigation Easy to identify prices. "You are not spending all the promotion money. The most essential aspect of customer support on Web sites is to respond to every request for information with accurate answers or corrective actions within competitive time frames. and you are multiplying your promotional money by many times because you have other people who are trying to get people to go to their site who in turn are at your site. in terms of traffic and selling. never replied. "The best sites in the world. but your Web sight is impossible to navigate and doesn't have an email response or is just kind of clunky. 'I thought you were someone else but now I know who you really are'. It may look as if you are on Joe's Computer Shack Web site.Dell Computer Corp. are the ones that you don't even know that you are going to. if applicable Quick server response 7. but actually Dell has lent Joe software so customers can customize their PC. Despite that logic. 6. This is of the utmost importance when you are building a new brand or bringing a new brand to the online arena.Since competition is only a few clicks away. 74 . Dedication to Service . market watcher Jupiter Communications found that 42 percent of the top-ranked Web sites either took longer than five days to reply to customer email inquiries.Online customers have little opportunity to see your brand's dedication to service. people are going to say. it's likely that a customer won't come back to interact with your brand or your site. Building credibility -. the standard for customer support must be higher for the Web than it is in the off-line world. partners with smaller computer dealers online to let customers configure their own computers. So be sure you do your homework about what goes into a strong Web site." says Lynch." says Kosgrove.
extensive consumer research studies are being conducted. This definition clearly brings out that it is not just the buying of goods/services that receives attention in consumer behaviour but. A process of buying starts in the minds of the consumer." says Ken Allard. This leads to internal and external research. support staff or other communication tools that will help strengthen the relationship between your brand and customer. 3. Then follows a process of decision-making for purchase and using the goods. using and disposing of goods and services. Yet companies that delay responses to user questions instantly lose a significant degree of credibility and user loyalty. These researches try to find out: 75 . end-all of customer service. Companies that want to attach a sense of dedication to their brand should think about having a call center. which leads to the finding of alternatives between products that can be acquired with their relative advantages and disadvantages. especially if they never had a traditional call center. group director of Jupiter's Site Operation Strategies."This effort illustrates that many Web sites have been unable or unprepared to respond to the flood of user questions that come in via email from their sites. and not responding perpetuates the consumer notion that using the Web site is not a reliable method of doing business with that company. it is not the be-all. because it gives a clue to the marketers whether his product has been a success or not. "Answering thousands of questions per month is an enormous challenge for sites offering complex products and services. and then the post purchase behaviour which is also very important. evaluating." One way to solve the email deluge is to take advantage of "auto-acknowledge" software that responds to all incoming requests stating that the question was received and estimates a time frame for how long it will take to respond to the question. To understand the likes and dislikes of the consumer. While email is the primary communication tool.4 Consumer Decision Process Consumer behaviour can be defined as the decision-making process and physical activity involved in acquiring. the process starts much before the goods have been acquired or bought.
the involvement of the buyer and the risk that is involved in deciding the product/service. subculture. What the consumer thinks of the company’s products and those of its competitors? How can the product be improved in their opinion? How the customers use the product? What is the customer’s attitude towards the product and its advertising? What is the role of the customer in his family? Consumer behaviour is a complex. social status. values. 76 . The consumer and his life style are influenced by a number of factors shown all around the consumer. demographic factors. and all marketing decisions are based on assumptions about consumer behaviour. A simplified framework for studying consumer behaviour The process of decision-making varies with the value of the product. These are culture. The figures show the consumer life style in the centre of the circle. multidimensional process. reference groups. dynamic. Fig.
e. Consumer is also influenced by the marketing activities and efforts of the marketer. First of all. which are consumer’s emotions. The brand which matches the desired image of a target market sells well. The constant use of the product leads to the satisfaction or dissatisfaction of the consumer. and can take care of the problem suitably and adequately. rather than looking for new ones. Sales are important and sales are likely to occur if the initial consumer analysis was correct and matches the consumer decision process. All these factors lead to the formation of attitudes and needs of the consumer. perception and learning. This leads to the evaluation of alternatives and a cost benefit-analysis is made to decide which product and brand image will be suitable. For a successful strategy. personality. by a water-cooler. motives of buying. The marketing strategy is successful if consumers can see a need which a company’s product can solve and. is important for repeat purchase. or to the rejection of the product. Position the product according to the customers likes and dislikes. information search is carried out. For this.g. by an air-conditioner or. Thereafter the purchase is made and the product is used by the consumer. 77 . It is more profitable to retain existing customers. This may be the problem of creating a cool atmosphere in your home. the marketer must lay emphasis on the product/brand image in the consumer’s mind. Satisfaction of the consumer. to find how the cool atmosphere can be provided. offers the best solution to the problem. The figure below gives an idea of the above discussion.household and also the internal make up of the consumer. The decision-making process consists of a series of steps which the consumer undergoes. the decision is made to solve a problem of any kind. which leads to repeat purchases. after the sales have been affected.
Creating Satisfied Customers 78 . Decision Process Fig.Fig.
CHAPTER-4 Research Report TITLE: 79 .
The project was based on the survey plan. OBJECTIVES OF THE PROJECT: • • • • To analyze the LCD TV Market of North Delhi. The main objective of survey was to collect appropriate data. In the present Research data has been collected from 50 dealers. On the basis of the study we can formulate the marketing strategy that can be implemented to increase the demand and sales of LCD TVs in the market. To formulate the marketing strategy for increasing the sales of LCD TV in the market. To analyze the factors influencing the customers to choose a particular brand of LCD TV.To study the “Advent of LCD TVs and their future prospects in India”. which work as a base for drawing conclusion and getting result. Therefore. it is impossible to complete the project and reach to any conclusion. SAMPLE SIZE: 80 . Research methodology not only talks of the methods but also logic behind the methods used in the context of a research study and it explains why a particular method has been used in the preference of the other methods. The project also deals with the future prospects of LCD TVs in India. TITLE JUSTIFICATION: The study mainly deals with studying the response of Indian market towards the introduction of LCD TVs. The Research is Exploratory Research. Without a proper wellorganized research plan. To know the customers view towards LCD TV of different brands. research methodology is the way to systematically solve the research problem. RESEARCH METHODOLOGY: Research methodology is considered as the nerve of the project.
Time was the major constraint. SAMPLING TECHNIQUE: Convenient Sampling Method. The dealers may be biased. SAMPLING PROCEDURE: Open and Close Ended Questionnaire are used. The accuracy of indications given by the respondents may not be consider adequate.50 dealers. SAMPLING METHOD: Percentage Method. LIMITATIONS OF STUDY • • • • The respondents were limited and cannot be treated as the whole population. METHOD OF DATA COLLECTION: Questionnaire Method has been used. SOURCE OF INFORMATION: Primary Data is used. 81 .
CHAPTER-5 Data Analysis and Interpretation On the basis of the survey conducted in North Delhi on LCD TV the following analysis and interpretation has been obtained: 1. Market Share of different Brands of LCD TVs in North Delhi: 82 .
2. Market Share of Different Brands of Colour Televisions in North Delhi: Brand Samsung LG Share 46% 28% 83 .Brand Samsung LG Sony Sansui Panasonic Videocon Haier Philips Share 36% 20% 16% 6% 6% 10% 2% 4% Interpretation: Samsung is having the maximum market share in North Delhi in case of LCD TVs.
Percentage Share of Different sizes of LCD TVs in the market: Size 19/20 inches Percentage 31.20% Share of Different size of LCD TV 26 inches 33% 32 inches 30.Sony Sansui Panasonic Videocon Markson Philips 4% 2% 2% 12% 2% 4% Interpretation: Samsung has the highest market share in North Delhi in case of CRT TVs.30% 40/42 inches 5.50% 84 . 3.
4. Various Criteria for choosing a particular Brand of LCD TV by the customer: Criteria for choosing a particular Brand of LCD Number of Dealers 85 .Interpretation: 26 inches LCD TV is most sold in North Delhi with around 33% of the total customers buying this size of LCD TV.
20 of the total dealers feel that customers buy a product keeping in mind some particular brand. Factors governing the demand of LCD TVs in the market: Factors governing the demand of LCD Percentage TVs Price Reduction 62% Awareness Campaigns 28% 86 . 5.TV Brand Loyalty Price Mixed Criteria Product Innovation 20 11 18 01 Interpretation: This chart shows that the Indian Customers are Brand Concious.
80% 24.Advertising Technical Advantages 8% 2% Interpretation: A major portion feel that price reduction will help companies to increase there sales of LCD TVs in the market.40% 49.80% 87 . Share of different customers according to the income group they belong to: Income Group Share Percentage Lower Income Middle Income Upper Income Group Group Group 25. 6.
The price comparison of various Brands of LCD TVs available in the market is as follows: Brand Samsung 19 inches 20 inches Rs. Most common size purchased by Middle Income Group = 26 inches. 7. 14042 22 inches Rs. Most common size purchased by Lower Income Group = 20 inches. 15362 26 inches Rs. Most common size purchased by Upper Income Group = 32 inches.Interpretation: The middle income group is the major buyer of LCD TVs in North Delhi. 8. 23274 88 .
22340 Rs. 13016 Rs. 23542 Rs. 54300 Rs. 13910 Rs. 30562 Rs. 34500 Rs. 33131 Rs. 12990 Rs. 22000 Rs. 33600 Rs. 22529 Rs. 9990 Rs. 24700 40 inches Rs. 28233 Rs. 19700 42 inches Rs. 29500 Rs. 36460 Rs. 28320 Rs. 27450 Rs. 14200 Rs. 33712 Rs. 29930 Rs.LG Sony Haier Panasonic Sansui Philips Toshiba Onida Videocon Hyundai Markson Brand Samsung LG Sony Haier Panasonic Sansui Philips Toshiba Onida Videocon Hyundai Markson Rs. 14200 32 inches Rs. 22600 Rs. 17800 Rs. 15120 Rs. 12063 Rs. 14943 Rs. 53800 Rs. 54990 89 . 55785 Rs. 60100 Rs 13900 Rs. 20500 Rs. 60426 Rs. 29779 Rs. 57617 Rs.
Only two companies are manufacturing 22 inches LCD TVs and LG’s LCD TV is cheaper in comparison with Samsung’s LCD TV.Interpretation: Hyundai LCD TV is having the least price in the 19 inches range. Except Haier all other Brands have almost equal price for a 20 inch LCD TV. 91 .
Interpretation: The price range offered by Markson is least in case of a 26 inches LCD TV. 92 .
Interpretation: Markson LCD TV is the cheapest in comparison with other LCD TV brands in 32 inches segment. 93 .
Interpretation: Videocon is offering its 40 inches LCD TV at the least rate in comparison with others.
Interpretation: Markson’s LCD TV is very cheap in comparison with LG in 42 inches LCD TV segment.
9. Various advantages because of which customers choose LCD TV over CRT TV: Main Advantage of LCD TV Image Clarity Multi functionality Easy to handle Share 88% 8% 4%
Interpretation: Image Clarity is major advantage which people consider while buying a LCD TV.
10. The features available in various brands of LCD TV( size=32 inches) are as follows: Features Full HD/HD ready HDMI Motion Flow Colour Picture Processing USB Playback Contrast Ratio Response Time Power Consumption Audio Output Brightness FM Radio Bluetooth Connectivity Hard Drive Features Full HD/HD ready HDMI Motion Flow Colour Picture Processing USB Playback Contrast Ratio Response Time Power Consumption Audio Output Brightness FM Radio Bluetooth Connectivity Hard Drive Samsung Both models available 4 HDMI 100 Hz Wide Colour Enhancer 10-bit Yes(JPEG only) 50,000:1 to 1,00,000:1 2.4 ms to 4 ms 150- 180W 24-30W(RMS) 500cd/m2 Yes No No Onida HD ready 2 HDMI ---No 30,000:1 8 ms 180W 400W(PMPO) 500cd/m2 No No No LG Both models available 2 HDMI 100 Hz 1.3 Deep Colour 10-bit Yes(DivX only) 60,000:1 to 80,000:1 4 to 5 ms 125-150W 24W(RMS) 500cd/m2 No Yes No Videocon Both Models available 2 HDMI -16.7 million display colours -No 30,000:1 to 50,000:1 5 ms 160W 20W(RMS) 480cd/m2 No No Yes Sony Both models available 4 HDMI 100 Hz Live Colour 10-bit Yes(some models) 20,000:1(stopped displaying) 4 ms 115-145W 20W(RMS) 500cd/m2 Yes No No Sansui HD ready 2 HDMI -16.7 million display colours -No 30,000:1 6.5 ms 160W 20W(RMS) 500cd/m2 No No No
Features Full HD/HD ready HDMI Motion Flow Colour Picture Processing USB Playback Contrast Ratio Response Time Power Consumption Audio Output Brightness FM Radio Bluetooth Connectivity Hard Drive Features Full HD/HD ready HDMI Motion Flow Colour Picture Processing USB Playback Contrast Ratio Response Time Power Consumption Audio Output Brightness FM Radio Bluetooth Connectivity Hard Drive Interpretation: Panasonic HD ready 2 HDMI 100 Hz --SD card slot 10.000:1 6.500:1 8ms 140W 20W(RMS) 500cd/m2 No No No Philips HD ready 2 HDMI 100 Hz 29.000:1 8.5 ms 160W 20W(RMS) 450cd/m2 No No No The comparison suggests that Markson needs to enhance its features to beat the competitors in the market. 97 .8 Billion Colours 8-bit No 33.5 ms 130W 30W(RMS) 500cd/m2 No No No Markson HD ready 1 HDMI --8-bit Yes 10.000:1 8 ms 160W 20W(RMS) 450cd/m2 No No No Toshiba HD ready 2 HDMI 100 Hz Real Colour Algorithm 10-bit No 4.000:1 16 ms 150W 30W(RMS) 500cd/m2 No No No Haier HD ready 3 HDMI ---Yes 15.
CHAPTER-6 Observations and Findings 98 .
response time and power consumption are the primary specifications about which the customers ask for. Around 50% of the total sale of LCD TV is because of the middle income group and they usually purchase a 26 inches LCD TV. Samsung has made a good name in case of sales of CRT TVs as well. 26 inch LCD TV is most preferred by the Indian customers. Image clarity is the major reason why people go for LCD TV instead of a CRT TV.Observations and Findings • • • • • • • • • • • • The market share of different LCD TVs indicate that Samsung is emerging as a great Brand in the Indian market. Bluetooth connectivity and hard drive are the secondary features which the customers want to have in the LCD TV. contrast ratio. Markson is offering its LCD TVs at a very cheap rate in comparison with all other brands available in the market. USB playback. 99 . Samsung is offering very good features at a very reasonable rate rite now. The competition is only between LG and Samsung for a 22 inches LCD TV. HDMI ports. Keeping there room size in mind. Brand Loyalty plays a vital role among Indian customers while buying the LCD TV. Price reduction and awareness campaigns can help a company to increase the demand of LCD TVs in the market. FM radio.
CHAPTER-7 Conclusion and Strategy 100 .
4. And a proper marketing strategy can help a company to take the maximum advantage of this emerging trend. Bluetooth. In classroom lectures. 3.2 Proposed Marketing Strategy The following changes in the product features can help Markson to improve its LCD TV sale in the market. Response time needs to be decreased to 4-6 ms. 2. 1. 5. FM radio and inbuilt Hard Drive option can also be added. 7. The distributors need to be trained on how to market our LCD TVs. 7. Motion Flow and colour gamut specifications need to be displayed. Increase the contrast ratio to about 35. I was able to understand only the theoretical work but now I have the practical experience about the marketing activities. 6. 2. The proper selection of the marketing mix.7. Special additions on profits earned by distributors can be provided by the company to increase the sales of LCD TVs.000:1. The prospects of LCD TV market are quite bright in the near future. The following points need to be considered while deciding on the distribution network: 1. Branding strategy and study of Consumer Behaviour can take a company to the new heights. 3. Our old distributors do not have Markson LCD TV in their show rooms to sell. Picture processing needs to be increased to 10-bit processing. Launch 32 inches and 42 inches LCD TV with high resolution and Full HD specification. 101 . Increase its HDMI interface ports to two or three in number.1 Conclusion This project helped me tremendously in knowing how marketing activities are carried out in a real situation. We need to have more distributors in North Delhi for LCD TVs.
Financial Schemes on LCD TVs can also help us to increase the sale of LCD TV as we do not have to reduce our profits and less cash flow will be needed by the customer. Try to sponsor events such as annual functions of the companies and large gatherings. I suggest that the company should launch a 22 inches LCD TV in market. 3. So I think that following points should be considered for advertising LCD TVs: 1. Now coming down to promoting. A combo offer or a discount offer for old colour TV can be of great help to increase the sale of LCD TV. So. 4. I think that a 22 inches LCD TV can cater for both the income groups well. These types of colours hit the customers psychologically. all of us know that advertising plays a vital role in creating awareness among the customers about the product. So. Select one or two models for these ad banners and pamphlets so as to target Young India. Red and Blue while preparing the pamphlets and brochure. 5. 2. Use fundamental colours like Black. 102 .4. No need to have actor/actress as a brand ambassador. As I surveyed through the market I found out that all dealers are expecting that prices of LCD TVs will continue to crash till Diwali so I think that we should reduce the prices of LCD TVs so as to remain competitive. Place the company ad banners at various metro stations and also in the metros as well. Almost 50% of LCD TVs are purchased by customers belonging to middle income group and 26 inches LCD TV is commonly bought by them and 25% of LCD TVs are bought by lower income group of 19/20 inches in size.
I think that it is very difficult for Indian minds to adopt any product which is associated with British People. Brand Logo: I think that we need to change our Brand Logo from British Flag to something else. 103 . I also analyzed that Brand Loyalty is the main criteria among customers for choosing a particular brand of LCD TV. It can be done in the following way: 1. So it is very important to develop the Brand Image in the market. The two suggested Logos by me are as follows: Observe carefully: The person is enjoying the music.
so choose a brand ambassador who represents the Image of Young India. C) Bringing colours of life together. It gives a signal of good infrastructure of the company. Brand Slogan: Brand Slogan tells that what the company is aiming for. I think that if we will adopt this kind of marketing strategy for LCD TVs then we will definitely be able to capture a significant part of Market Share in the near future. 3. 4. It should be such that the customer feels that he is a part of the process. Two such slogans which can help the company are as follows: A) Selling satisfaction not products. A Free Toll number also gives an indication of the brand. Brand Personality: We should select a brand personality as such which hits the minds of the Young India (25-40 years of age group). B) Making life pleasant and enjoyable. 2.Metallic M represents that our effect is everlasting. This age group holds the maximum buying capacity. 104 .
CHAPTER-8 BIBLOGRAPHY 105 .
cci.com www.markson.emsnow.kioskea. http://www.com/npps/story.in 106 .net http://www.in/pdf/surveys_reports/consumer-durables-sector.scribd.References: Marketing Management by Philip Kotler.en.indianmba.wikipedia.cfm?id=27593 www.pdf www.com/Report/CP13_toc.rncos.com www.htm www.com www.
This action might not be possible to undo. Are you sure you want to continue?