A detailed market analysis done by students on Sony Ultra HD (4K tv). Industry and market share of consumer durables as well as the SWOT analysis

1. CONSUMER DURABLES
Group Members
Jasvinder Notra – 115
Karan Oshan – 116
Rahul Pandey – 117
Nikhil Pandit – 118
Hemika Parekh – 119
Rahul Parui – 120
Sahil Jhaveri - 66

2. SITUATION ANALYSIS

3. Consumer Durables
• Products purchased for long-term use
• Few items in every household
• Divided into the following 3 parts:
White goods Brown goods Consumer electronics
· Air conditioners
· Refrigerators
· Washing Machines
· Sewing Machines
· Watches and clocks
· Cleaning equipment
· Other domestic appliances
· Microwave Ovens
· Cooking Range
· Chimneys
· Mixers
· Grinders
· Electronic fans
· Irons
· TVs
· Audio and video systems
· Electronic accessories
· PCs
· Mobile phones
· Digital cameras
· DVDs
· Camcoders

4. Problems and Challenges
• Forecasting rate of product
development
• Adoption rate of new product
• Imitators (Word of mouth)
• Increasingly expensive raw
materials
• Low margin – high volume
business
• Competition
• Changes in psychographic and
demographic profile of the
consumer

5. Contribution to GDP
• Continued economic growth
demonstrated through 8.4%
CAGR growth in GDP over last 5
years.
• Favorable demographics ;64% of
the population in working age
category

6. Trends

7. More about the Industry
• Major Players:
Samsung, Whirlpool, LG, Godrej, Sony, Hitachi
• Market Size
Consumer
Durables
Market Size
(2012)
Mn units
(2013E)
Growth (%)
Flat Panel TV 2.8 4.5 61
Refrigerator 9.0 12.0 33
Washing
Machines
5.0 6.0 20
Air Conditioners 3.4 4.4 29
Microwave 1.0 1.5 44

8. Market Share by Segments

10. Political Factors
• 36.05 % duty on import of high-end TV sets
• Duty on consumer durables cut from 12% to
10 % in interim budget 2014

11. Economic Factors
• Growth of retail sector
• Economic reforms by government –
higher purchasing power
• Indian income to grow 3 fold in
coming 2 decades
• Easy financial schemes to consumer
• Emergence of organized retail
market

12. Social Factors
• Luxury is now necessity
• Brand Image tarnished due to Security Attack
• Expensive compared to local brands

13. Technological Factors
• Power efficient
• Higher quality products
• Technological advancements
• Corp culture for investing in R&D

14. Marketing
analysis

15. • Sony Corporation, Japan based
• Operations in India Est. November 1994
• Sony's turnover touched Rs 8,200 crore during the
last fiscal
• Targeting a sales turnover of Rs 11,000 crore
nationally this fiscal
• The company is aiming the number one position
in Flat panel TV market
• 41,000 units sales of BRAVIA during the festival
period (Onam in Kerela), a 40% growth

16. Our Product

17. STPD Analysis
• Magnetic fluid Speaker
• True Luminos Display
• SimulView technology
• Sony Entertainment
Network
PlayMemories Studio
• Never Experienced
• Experience Perfection
• Brand Image
• Age Group
• Upper middle
classes and upper
class
• Income - Upper middle &
upper class
• Geographical - Metro
Cities & A tire
• Behavioural – People
interested in new tech
• Physiographic – Social
Class S T
DP

19. Product
• 55” and 65” available in all stores
• 84” available on order
• Best ever quality picture
• Magnetic fluid speaker
• Wi fi
• Internet connectivity service

20. Pricing
• Penetrative Pricing
Sony Samsung LG
55” 3,15,000 3,30,000 3,30,000
65” 4,15,000 4,40,000 4,50,000
84” 17,00,000 28,00,000 17,00,000

21. Place
Distribution network
 7000 channel partners
 215 Sony World and Sony Exclusive outlets
 21 direct branch locations
 21 company owned, 172 authorized service
centers
 For UAE jumbo electronic

22. Promotion
• Network, email and advertisement.
• Never Experienced
• Experience Perfection
• 4k movies and 4k galleries with TV
• Advertisement

24. Strength

25. Weakness
• High prices compared to local players
• Not much visible change compared to 1k
• Limited content available
• Network infrastructure availability

26. SWOT Analysis
Opportunities
• Increase in spending power
• Duty on consumer durables decreased
• Import duty on LEDs increased

27. SWOT Analysis
Threats
• Launch of Indian Brands in 4k Segment
(Videocon)
• Panasonic entering the market
• Launch 8k televisions ( Samsung & Sharp)
• Fear of technological advancements
• Convincing consumers

28. Competition Analysis
• LG and Samsung available at high prices and
less features compared to Sony.
• Videocon 4k led TV recently launched but not
available.
• Panasonic planning to launch in India

30. Competition Analysis
• Sony remains no 1 but still Samsung and other Chinese brands
are coming up.
• Not many people prefer Sony and Samsung which are too
costly .Some Chinese brands which have grown up.
2nd quarter 2013 4th quarter 2013
Sony 42.4% 18.2%
Samsung 3.8% 14.9%
Skyworth 13.9%
Chang Hong 11.4%
Hisine 10.5%

31. Direct Competition
4k Projectors
8 k TV

32. Indirect Competition
• Google Glass
• Laptop
• Curved LED

33. Suggestions
• Similar products with less features, hence less
range
• Advertising campaigns with Star
Sports, ESPN, Ten Sports, HBO, AXN Sports
in theatre effect
• Target Hotels and Corporate houses
• Tie up with upcoming 4g providers like Airtel
and Reliance

34. Suggestions (cont)
• Come up with HDMI 2.0 output
• “Mastered in 4K” Blu-rays CD should have
resolution in 4K (and not just Full HD)
• 4k Gaming content unavailability
• Upscale DTH content to 4K