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Marketing of Indian Consumer Electronic Goods

Prepared by: Anubhuti Gupta Sandeep Aggarwal Varun Kumar Ankit Goel Kunjan Lal

INDIAN CONSUMER ELECTRONIC GOODS INDUSTRY •Consumer electronics are the products that are used everyday by the consumers. Consumer electronics include the products that come under the category of office products, communications, entertainment, and daily need. •The electronic industry in India constitutes just less than 1% of the global electronic industry. • •The demand in the Indian market is growing rapidly and investments are flowing very fastly in the electronic industry.

India’s Consumer Electronic Goods background •Following liberalization in the 1990s – growth of 30% per annum driven by consumer electronics till 1994-95. •Downturn in this industry after 1995 to 2001. •Holding up well in 2001 , electronics output increased by 15%, 17%, 7.8%, 7.4% and 22.4%, 24.3% in 2002, 2003, 2004, 2005 ,2006 and 2007, respectively. •Forecast of 12-13% growth in 2009 due to worldwide recession.

Growth Drivers in Consumer Electronics Sector in India vA large and growing middle class vGrowth in per capita income • vGreater variety of choices v vRetail boom v vAvailability of easy finance schemes v vLow penetration in rural areas v vAbundant engineering skills v vReduced import duty v vMore Research & development v

Latest Marketing strategy in Electronic Goods vProviding 24 hrs Internet services to buy products online. v vFocus on innovation to bring out new technology in products. v vTelevision ads, newspapers are major promotional tools. v vContracts with famous celebrities as brand ambassadors. v vFocus on after sales services. v vEasy availability of products in market. v vStrategy of “smaller, better & cheaper” v v v

TELEVISION MARKETING IN INDIA

• India is emerging as a big purchaser in the global television market. • Indians have shown remarkable interest in buying televisions • TVs as alternatives to LCD-TVs because of their lower prices. • In urban areas, consumers are looking for replacement sets or buying second televisions.

LG • LG is the best TV selling brand in India till now. •

• With the tag line Life’s Good, LG positioning is to differentiate their product on the basis of technology which appealed to the consumer on the basis of quality benefits. • • Tagline -- Life’s Good tells its corporate philosophy to make people live better, convenient and healthier • • Their positioning strategy is to make technologically intelligent and futuristic TV • • LG has differentiated its TV’S using technology and features. • • The CTV range has ‘Golden Eye Technology’. •

Samsung • Samsung holds No.2 position in the TV category in India. • • It emphasizes on Product Innovation and R&D, which has given the company a leading place in the market. • • Provide 24-Hour Service availability in all the cities having the Authorized Service Centres • • Free-Service Camp- organized annually throughout the country for the servicing of Samsung Products • • After Sales Service, with a motto of 'Speed, Smile and Sure' is one of the primary concerns of Samsung India in selling Tv’s • • A unique 'Octo Edge' technology is a Samsung master product for its Tv’s •

Sony • Sony holds No.3 position in the TV category. • It will invest Rs 30 crore in marketing and promotional activities. • Sony trying to make LCD TV’s cheaper than Plasma • Sony is also in talks with several broadcasters for developing High Definition (HD) television to extend its leadership in the segment. • Sony trying to capture 80 %of the global HD television market, and try to establish a strong base in India.

Competitive analysis • The market share shows that Samsung ,LG and Sony are the main competitors in India • The target audience of all three companies are almost same. • but LG is superior because of its strategy to tap rural markets also. • Product category are more or less same • Competition is on the basis of more features, cost & quality • Close fight between the companies. • Everyone wants to acquire the major market share of TV. • Internet services are best by LG. • After sales services are major criterion to create image in television market. • •

• Communication strategy of LG • •

-Tag line “Life’s Good”

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-LG positioned itself as a Indian brand. They are hitting at the emotional attributes of Indian consumer.

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- For television market they are using child, because child play the role of influencer in purchase of TV set

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• Its communication message is totally based on health message like Golden Eye technology. •

• Communication strategy of Samsung • -Tag line “Duniya Hai Gol” •

• They positioned itself as a brand which offers freshness and technologically strong • • Samsung in India signed seven cricket celebrities to cash the image and popularity of cricket • • In order to create brand awareness, they come up with ‘Team Samsung India” •

• Communication strategy of Sony • Tag line -- "Like.No.Other” • Sony is trying to make better quality & more featured TV’s to capture Indian market. • Sony wants to be a number 1 brand in TV within few years by emphasizing on marketing & promotional strategies. • Will focus on variety of cost reduction measures to restore the business to profitabilty. • • •

WASHING MACHINE INDUSTRY IN INDIA INTRODUCTION •1500 crores industry •

Annual growth rate of 22%

Following factors are responsible for its growth: • •Increase in nuclear families •Rapid urbanization •Increasing number of working women •Increase in disposable income

•Highest market share of 27 % •Punch line: Life's Good •Largest front loading TROMM series futuristic features such as fuzzy logic •Ensures once you press start button , smart sensors automatically detects the laundry load and water level •Machine also detects excessive foam formation •Delay timer, child lock and rat cover

• LG does not uses any celebrity for marketing in India • Marketing is purely based on features • i-sensor technology- combination of 7 sensors • It offers tangle free clothes less wear and tear and complete yet gentle cleaning. • Available in 4 different colours

•Market share of 17% •Unique 6th sense technology for optimum water, detergent and temperature levels based on wash loads •Stain wash: brings together unique properties of hot wash & 1-2 ,1-2 hand wash to completely remove all common household stains

•Marketing based on features as well as excessive use of celebrity couple •Beautiful and vivacious kajol •The intense emotional actor Ajay Devgan •The tagline which relates to the women very aptly •You and whirlpool – the world’s best home maker

•Market share of 14% •Silver nano & diamond drun technology, over 10 million US$ invested in R&D for it. •It combines disinfectant &antibiotic properties of electrolytic silver nano(Ag+) to remove harmful bacteria.

•Marketing purely based on its technology •Punch line: Everyone’s invited •Double storm pulsator: better wash results & reduces fabric entanglement •It powerfully pumps water from numerous holes in pulsator ,with specially designed scrubbers on its surface which increase wash action leaving clothes dirt free •Super dry technology:10 minutes timer powered to achieve the best possible drying be it winter or monsoon

REFRIGERATOR Industry in India

OVERVIEW

OVERVIEW • Refrigerator market is valued at around 4000 crores. • Refrigerator market is growing 7-8% annually • Not only the price but others factors like Product performance, Delivery process, marketing process and After sale service also affects the purchase decision. • It is expected to grow at 11% in near future

Market players with their market shares

Market strategies LG • It will soon be featuring Abhishek Bachchan • It will run a 360 degree media plan • With the tag line LIFE’S GOOD its corporate philosophy is to make people lives better,convienient and healthier •

Market strategies WHIRLPOOL • It is involving Ajay and Kajol Devgan as its brand ambassadors to increase the sales figure. • Its came up with a new tag line YOUR MAGIC IS HOMEMAKING • It is aggressively spending on its innovativeness • •

Market strategies SAMSUNG • Brand communication message :DigitALL Inspiration • They positioned itself as a brand which offers freshness and technologically strong • Samsung signed seven cricket celebrities to cash in the image with “Team Samsung India” • Company lined up 11 dream home road shows and strengthening its retail •

Value v/s Volume

Role of Consumer • LG pilots the after sales services • Whirlpool leads the race in terms of product usage and performance • Samsung is more known for their delivery process • Godrej and BPL are best both at consumer schemes and promotion. • •

Both LG and Samsung leads from the front closely followed by the whirlpool in consumer satisfaction index.

AIR CONDITIONER •

INTRODUCTION

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Cooling and dehumilation 2.25 million units market size Substantial growth growing industrialization an expanding middle class reduction in price environmental conditions

AIR CONDITIONER •

in

VOLTAS is leading AC’S India market

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30%

It is a TATA Enterprise. Highest market share of

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Only indian company with competent in all aspect of air conditioner

MARKETING STRATEGY • • AGGRESSIVE MARKETING EFFORTS • NICHE MARKETING • MULTI PROLONGED STARTEGY • SELL THEIR AC’S AT DISCOUNT TO TCS EMPOLEES

Punch line • •

INDIA KA DIL INDIA KA AC

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Acs WITH IQ

COMPETETIVE BRANDS • LG ELECTRONICS • KOREAN COMPANY with market share of 27% •

FLAWs • Poor response of service centre • Abnormal sound •

• SAMSUNG • KOREAN COMPANY With market share of 22% • Marketing purely based on technolgy • FLAWS • Ineffective cooling • Service and its charges

CONCLUSION •So, we have seen that for these 4 products, companies are trying their best to acquire the every possible chance to sell their products. • •The future of electronic industry is very bright because of the large market & doubling of disposable income of Indians in the last 5 years. • •But present global recession has made a impact on electronic industry as well. • •Sales of almost all electronic goods has fallen down even in India. • •Need to focus on cost reduction. • •Making best quality products with best services at reasonable costs. • •More focus on R&D is required to meet Indian consumers demand. • • •