The document discusses flat panel televisions in India. It notes that the market is rapidly shifting from CRT to flat panel displays like LCDs, with LCD share expected to reach 10% by 2010. Flat panel TVs have advantages over traditional TVs like being lighter, thinner, and occupying less space while mounted on a wall. LCD TVs are generally more suitable for static images while plasma TVs have better colors and blacks, though LCDs are more energy efficient. Major manufacturers of flat panel TVs include Samsung, Sony, and LG. The document also discusses factors influencing consumers' purchase decisions and strategies manufacturers can use to penetrate the market.

1. Taruna DahiyaVarun AggarwalVarun KaushikSunny SinghShweta YadavShreyans ParikhShashank ChaturvedyShashank RanaSuman YadavSumit Kumar SainiFLAT PANEL TELEVISIONS1

2. Consumer Electronics Industry in IndiaThe consumer electronics industry was $3.89 billion in 2006 and is expected to grow to $5.8 billion in 2010 at a CAGR of 11%.During the year 2006-07 estimated exports were 2,584 million USD.The top four players (LG, Samsung, Videocon group and Onida) have acquired 69 percent of the market.2

3. Contd… The market for televisions in India is changing rapidly from the conventional CRT technology to flat panel displays.Currently the split between CRT & LCD is 98% and 2%. The industry forecasts suggest LCDs’ share of the market will increase to 10% by 2010.Flat TVs will soon be around 80% of the domestic market over two years.3

4. T.V. Required for?LuxuryHotel & RestaurantsLiving RoomBed RoomKitchen Shops4

5. Components of a T.VPower switch Picture tubeI.C’sRectifiersDielectric insulator1000:1 Dynamic contrast ratio5

6. L.C.D Vs traditional T.V Easy to useEasy to carryGreat picture qualityGreat surround soundOccupies less space 6

7. Flat Panel TelevisionsLighter and much thinner than traditional television and video displays.Use active matrix LCD or plasma display technology. Hung on a wall like a picture or put over a pedestal.Flat panel LCD and plasma displays have a wide viewing angle (around 178 degrees). Manufacturer includes Samsung,Sony,LG,Toshiba,etc.7

8. Working Of Flat Panel T.V.8

9. LCD Vs. Plasma T.V.LCD suits:-Who watch a lot of TV shows or play lots of video games with static images on the screen. If TV room is relatively bright, or you do a lot of daytime viewing. People who wants a very sharp & detailed picture. LCD TVs are usually more energy efficient than plasma models of the same size. 9

10. Plasma T.V. suits:-Who want really rich, warm colors and deep blacks. If you'll be sitting off-axis when you watch TV or movies. Who don't watch a lot of TV shows or play lots of video games.10

11. Samsung Flat Panel T.V. (Innovation – Technology)First company to top $10 billion in revenues from the T.V. market alone.

12. Strong brand image.

13. Advanced features like:- 10000:1 Dynamic Contrast ratioDisc playersDeeper contrast Greater picture clarity.11

14. Contd…Wide Colour enhancer for richer, more lifelike colour.Movie Plus function for smooth, fast moving action Fit perfectly & easy to install.Easy to operate.Affordable Price.High quality.Sleek design & good looks.12

15. Consumer PerceptionEasy to useEconomicGood qualitySleekStructural add-ons Word of mouth Technical features DurabilityGround realityAdd on facilities13

16. Consumers PreferenceWant value for moneyNot willing to spend more if not requiredVery small segment will pay extra to get extra featuresIf given comparison between 2 different but comparable TV sets then preference is for lower price.A source of entertainment.

17. Factors Influencing Purchase Behavior Primary Factors Pricing Brand Screen Size Secondary Factors Picture quality

18. Purchase IntentionPhysical structure:-Remote control facilityDVD connectionSmall Sleek designEasy to useTakes less spaceLess no. of wires16

19. Contd…Technical aspectsEconomic Price Discount offeredQuality:-Good pictureGood soundDynamic contrast ratioHome Theatre17

20. Expected Standby Power Savings18

21. Share In The Market19

22. Strategies To Penetrate MarketDirect dealer interfaceLaunch products according to consumer needsAfter sales serviceAccessory availabilityFocus on retail experienceDeveloping current customersStay ahead of the competitionAcquire loyal customers initially20

23. Contd…Know your customerLocalize the product offerings Promotions need not have to reach the consumers in order to realize profits & returnsMaking promises & keep themAppropriate pricingKeep innovatingEconomic & Warranty21