Sony launched its new BRAVIA Android TV with Google's Android operating system, allowing access to apps like Google Search and YouTube directly on the TV. This intensified competition in the LED TV market between Sony, Samsung, and LG. Samsung and LG have been leaders in the TV market with different strategies - Samsung focuses on design and features while LG targets various price points and customization. All three companies offer a range of smart TVs running their own or third party platforms, with options at various price points aimed at tech-savvy consumers.

1. Launch of Sony BRAVIA- Study of
Intensifying war between Sony,
Samsung and LG in LED TV market
Presented by:
Mayur Agrawal
Dhaval Sukhadia
Kaumudi Narvekar
Rishi Ravi
Sumedha Sabarwal
Akshan Gupta

2. INTRODUCTION

3. Evolution of Television
 Charles Jenkins invented television in the year 1927
 Silhouette images were first to be broadcasted in 1928
 Color technology was invented in the year 1950
 Digital television technology was invented in the year
1990
 Invent of LCD, LED, Smart Television
United States

5.  LED
 Light Emitting Diode
 emits light when electric current flows through it
 capable of producing lights of almost any color
 consume little current and lasts decades

6. Launch of Bravia Android by Sony
 First company to launch Smart TV with Google’s Android
 Android Technology, apps like Google Search, YouTube, etc.
 “Slice of Life” concept
 Connects phone to TV and more smart options

7. Why Android?
 7.0 Nougat android version
 Google Play Store
 Pay (Scan and pay)
 Security
 Android for work
 Switch

8. BRAVIA meets Android TV
 Your smart TV just got smarter.
 Think of all the stuff you love doing on your smartphone or tablet, now on the big,
beautiful BRAVIA screen.

9. Android Technology, apps like Google
Search, YouTube, etc.
 “GET IT ON”
 Discover movies and TV shows, Movies, games, and much more from Google
Play™.
 Enjoy a huge and ever-growing choice of apps 5 on your TV in a brand new way.

10. “Slice of Life” concept
 BRAVIA looks better than ever, with a sophisticated ‘Slice of Living’ design
concept that merges effortlessly with today’s interiors.
 Clean, geometric shapes capture the essence of modern living, with accents in
champagne gold and silver adding extra warmth and personality.
 It’s the thinnest curved 4K BRAVIA yet.

11. Connects phone to TV and more smart
options
 All-new Sony's Android TV lets you connect and enjoy any content, from apps to
movies, between different Android devices — the simplest and easiest way ever.
 What you will get: Genre categories, Content bar, Google cast, Voice search,
Google play, Photo sharing, TV slide show

12. SAMSUNG
 Inspire the World, Create the future

13. Feature
 Leader for the digital technology for TV
 Leading with 31% market share
 Simple design and very elegant

14. Strategy
 Spend huge amount on different marketing, R&D to make their strategies.
 Behavioural Segmentation
 Target Tech savvy
 More features at reasonable prices in comparison to their competitors.

15. Samsung in India
 SAMSUNG is the first Company to be introducing a 19" LCD television in the
Indian market in 2007.
Key strategy -
 Create a premium image by emphasizing global brand

16. LG
LG in India
 LG’s entry strategy was to establish its presence across the country, offering a
range of affordable but feature-rich products.
 One reason LG is successful in India is that they listen carefully to their
customers.
 Customization is just half the battle, according to electronics industry watchers.
Those investments will pay off only when the sales volumes pour in

17. Strategies
 Not just localization, but micro-localization
 The smallest villages have remote area offices (RAOs) with individual budgets
and separate servicing and marketing teams.
 The RAOs report to central area offices in larger towns that, in turn, report to
branch offices.
 A third of the company’s revenues comes from urban markets; the rest is
accounted for by semi-urban towns and rural markets.

18. Products
Led TV
 Mosquito Away TV (32LH520D)
 The television is equipped with an ultrasonic device which once activated uses the sound
wave technology and makes mosquitoes fly away without emitting any harmful radiations.
 "The new mosquito away technology in television is an extension of this philosophy,
transiting beyond viewing experience and truly building a healthy environment at home."
 Ranging from INR15000 - INR30000

19. Products
 Oled Tv
 LG is the only player to offer OLED televisions in India.
 LG has slimmed down the TV panel to an incredible 6.5mm — this basically means that the TV is
slimmer than the typical smartphone
 An OLED panel uses self-lighting pixels, so there is no need for a backlight.
 This SmartTV comes with LG's updated webOS 3.0 interface that has a tile-based, lean back interface.
 Ranges from INR280000 – INR 1500000

20. SONY
 Founded in Tokyo, Japan in 1946
 Established Indian operations in 1994
 Mission statement- to be a company that inspires and fulfills your curiosity.
 Global strategies
Place
 Same products in different countries.
 Global availability and serviceability
 Distribution channel

21. Price
 Three tiered pricing strategy
 Skimming strategy- new product
Promotion
 uses both ATL and BTL methods
 celebrities like Ranbir Kapoor and Sachin Tendulkar
 Sony card and PlayStation cards- Redeemable points on every Sony purchase

22. Product
 Next generation television
 Z9D 4k HDR with Android TV
 4k HDR processor x1
 slim backlight drive for better design
 Rs 504,900
 W51D HD internet TV
 extra bass sound with built in subwoofer
 Access YouTube and more with Wi-Fi
 Rs 32,900

23. POINTS SONY LED TV SAMSUNG LED TV LG LED TV
User Interface
Sony calls its ‘intelligence centre’ ;
highly user friendly ; ‘fast zapping’
system ; swap to your HDMI port for
the Xbox, or boot up Netflix
replaced with a much slicker panel-
based user interface ; These panels
consists of: On TV, Social, Apps,
Movies & TV and All Share.
isn’t quite as slick as the new
Samsung offering ; small boxes which
you can then scroll left and right
applications and various ‘worlds’ like
‘Smart World’ and ‘3D World’
Interactivity
Remotes can be paired with the TV
so can Sony smartphones using NFC
; TV Sideview Smart control app,
which requires you to have a
smartphone handy
S Recommendation technology. The
remote features a built-in
microphone and uttering phrases like
“what’s good on tonight” will show you
a list of programs ; Kinect-style
motion control
LG has included things like voice
control with its Smart offering. ; Voice
control is in-depth enough for you to
navigate the majority of the LG’s
Smart TV setup
Applications
Sony’s own proprietary video
unlimited and music unlimited apps
are pushed heavily within its Smart
TV offering ; Netflix and LoveFilm
are there as is iPlayer and Demand
5.
Samsung has an exclusive deal with
4oD ; Netflix, LoveFilm and Hulu
and Skype
BBC iPlayer to Netflix and
LoveFilm. Twitter Facebook and
Skype are also included on LG Smart
TVs.
The Hardware
Smart TV range looks absolutely
fantastic and if you want something
premium sat in your living room, then
Sony might be the one to go for.
the evolution kit, a plug-in box which
will bring the television up to date with
the latest Smart experience, so you
don’t need to invest in a new
television altogether.
LG isn’t messing about when it comes
to Smart TV, including its platform in
the TV sets starting right at the
bottom of its range.