In the past five years, the Indian television industry has witnessed drastic changes intensity of competition , promotional schemes and deferred payment options. The entrenched position of Indian market leaders such as Videocon, BPL and Onida have challenged by MNC’s such as LG, Samsung, Sony , Panasonic, Phillips and Sharp. The changing environment needs fresh thinking to gain cutting edge advantage. Various strategic initiatives have been adopted to leverage on favorable forces and prevent adverse ones.
Threat of new entrants Threat of substitutes Inter Firm Rivalry Growth & Volatility of Market
Current market size estimated at 13.2 million units. LG and Samsung were market dominators with combined share of 42% . Aggressive marketing ,product quality and price sensitivity are going to be the key factors controlling the market. Sony is clearly the leader in this section by miles. Samsung, Onida and Phillips are almost at par when it comes to average realization
LCD Television market share is around 6.6% of the total CTV market. Technology and Innovation are most influential factors which would drive this segment. India’s growing upper middle class is projected to be the greatest source of LCD TV purchasing power. 32” LCD Televisions capture the maximum share within the segment.
Main consumers are joint families with the need to own personnel television sets
Price is the most important purchasing factor combined with lookout for a high tech product.
Till 1995, the segment was more prone to purchase from the grey market but now the trend has changed to regular channels of distribution
This segment usually trades in old CTV’s for new ones.
It forms around 12% of the market and holds immense potential for the future.
The upcoming new technologies such as HDMI, 3D , Blu-Ray has lead users to constantly keep replacing their old sets with new ones.
With increasing disposable incomes and the introduction of new models and declining prices, replacement demand has surged over the years.
The replacement demand is slated to account for 55-57 % of total CTV market by 2011
* Accenture Consumer Electronics and Service Usage Report
84% Indian consumer were willing to pay a premium for environment friendly products Technology innovation was ranked as the most important purchase decision at 19% when compared to the rest of the world which sits at 10% * Accenture Consumer Electronics and Service Usage Report