1. CASE STUDY
ON
COLOUR
TELEVISION

2. INTRODUCTION
 British Physical Laboratory (BPL) is a Private Limited Company
which
was
promoted by TPG Nambiar in 1963.
 Period of 1994 - 1998 is the Golden Period.
 Turnover in 1994 is Rs.1700 cr. and in 1996 is increased to Rs.2500 cr. Registering
a 47% growth.
 Main motto is to focus on its Core Business – Consumer Electronic and
Entertainment.
 Company is divided into two broad areas:
1. Core Business
2. New Business

3. STRATEGIC BUSINESS UNITS (SBUs)
BPL has Six Strategic Business Units (SBUs) with the following profile:
SBU Name
Companies with SBU
1. Entertainment Electronics BPL, British Sanyo Technologies (BST),
British
and Appliances
Sanyo Utilities (BSU), British Refrigerators Ltd.
(BRL)
2. Components
BPL Automation, BPL Engineering, Uptron
3. Soft Energy
BPL – PTI Chemicals
4. Telecommunications
BPL Mobile Communications, BPL US – West BPL
Wireless Telecom
5. Power
BPL Power Ventures, BPL Power Projects
6. Finance
BPL Sanyo Finance

4. STRATEGIES FOLLOWED
BPL’s grand strategy for growth are:
1.Intensive Growth
o Adopts Product Development in Current Markets
o Penetration in Current Market
1.Integrative Growth
o Backward Integration by Indigenising Component Production
o Forward Integration by Establishing a Channel Network of fully owned
Exclusive Showrooms and Galleries
1.Diversification
1.Diversified into Soft Energy, Telecom and Power Sectors
2.Increase Capacity and Upgrade Technology

5. PRODUCT QUALITY PHILOSOPHY

6. MAKE YOUR COMPONENT YOURSELF
Ventured in 1983 for Colour TVs.
Started Production of Components in 1985.
Only Picture Tubes and Semi – Conductors are Procured.
Meeting 65% of Competitors Needs.

7. ADAPT TECHNOLOGY TO MATCH
MARKET CONDITIONS
Believes in “Thinking Global, Acting Local”.
Place an Elaborate System for New Product Development
& Technology Adaptation.

8. STEPS FOR NEW PRODUCT
DEVELOPMENT
 Marketing Department gets Inputs from Various Sources.
 Plans for Design, Development and Specifications.
 Joint Product Development
Team
1
Works on Base Design, Processes & Training (Sanyo).
Team
2
Works on modifications, Tool Design, etc.
Team Works on Product Mock-Ups, Proto Types & so on.
3
 Simultaneous Working Results in Lower Cycle Time.
Team Works on Marketing and Advertising Plants.
4
 After Approval, the Concept is Ready for Manufacturing.

9. TECHNIQUES FOLLOWED
Four parallel teams work together.
KANBAN (Just-In-Time Inventory) System.
Fast Technology and Flexible Manufacturing System.
Adaptation

10. PROMOTION
Believes in Pull rather than Push.
In 1997 Total Budget of Promotion was Rs.150 cr. In which
Advertisement Budget was Rs.100 cr.
Market share of BPL Colour TV was 30% in 1997.
Endorsed Amitabh Bachchan.
Introduce Tagline “Believe in the Best”.

11. FALL OF BPL MARKET
Simultaneous Expansion into Several Unrelated Areas of Business.
Weakness
in
Promotion:
Adopted
different
Advertisement
Objectives, USPs & Positioning for different Products & Models.
BPL’s Partner Sanyo itself Faces Challenges and was Eventually
Bought out by Panasonic.
Lack of Financial Discipline, Lack of Control on Finances.
The Entry of New Companies in Market – LG, Samsung, Sony etc.

12. CONCLUSION
 BPL has followed a combination of Intensive, Integrative & Diversification
strategies for growth.
 It is a close Challenger in its Core Business segments & claims to be a leader in a
few (Colour TVs, Refrigerators & Automatic Washing Machines.)
 It follows a clear Product Quality Philosophy, Premium pricing, Strong distribution
& Promotion.
 BPL enjoys high awareness & Brand preference, but suffer from blurred image.
 Presently BPL faces challenges due to financial problem, promotion weakness &
entering of new competitors in the market.

13. THANK YOU !!