“A STUDY OF STRATEGY OF IN LUCKNOW”

A PROJECT REPORT

Under the guidance Of

Mr. Sharad Shukla ______

Submitted by

MOH JAHID HASAN

(ROLL NO. 521152796) ______

in partial fulfillment o f the requirement for the award of the degree

Of MBA IN [MARKETING] Jun & 2013

0 BONAFIDE CERTIFICATE

Certified that this project report titled “A STUDY OF MARKETING STRATEGY OF

TELEVISION INDUSTRY IN LUCKNOW” is the bonafide of “Mohd Jahid

Hasan”who carried out the project work under my supervision.

(Mr. J.K Chadha) (Mr. Sharad Shukla) Director Faculty In Charge HLC Academy, (Business Administration) LC-02940,Alambagh Lucknow

1 PREFACE

As a part of course requirement of “Master of Business Administration” program provided by the SMU to undergo a Research project in an so as to give us exposure to practical environment and to get familiar with various activities taking place in the market.

Marketing is known to be as old as history of mankind. Previously it was selling concept but now today we call marketing concept was largely transaction oriented but it has more relationship oriented with the different intermediates involve and the customer. Now a day’s the marketing people think about how they can satisfy need of the customer by serve them more effectively.

I got my project work in “Study of Marketing Strategy of Television Industry in Lucknow.” I hereby divided this Research report into different sections in which contain different information’s about Television Industry and details about my project work.

Availability refers to making yours product available at the right time at the right place. Since the purchase of impulse it is very important that the product should be in the arm’s reach of the customers. This Research report revolves around the availability factor and tries to analyze to what extent the arms reach of customer. All the works done on this project report is confined to my broad objective.

TABLE OF CONTENTS

2 TOPIC PAGE NO. Executive Summary Chapter-1 1-2  Introduction 3  Indian Electronic Industry 4-10  Welcome to Electronics 11-15  Indian Electronics 6-16  Special Focus on television Industry 17-21  LCD Television 22-24  Basic Types of Television 25-34  Special Focus on Television 35-46 Chapter-2 47-48  Literature Review 49-51 Chapter-3 52  Research Methodology 53  Research Objective 54  Research 55  Sample Unit 56  Data Collection 57-58  Research Instruments 59 Chapter-4 60-61  Data analysis & Finding 62-72 Chapter-5 73-74  Recommendation & Suggestion 75 Chapter-6 76-77  Conclusion 78 Limitation of Research 79 Bibliography 80 Annexure 81

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4 EXECUTIVE SUMMARY

Research project work in “Study of Marketing Strategy of Television Industry in Lucknow ” Television Industry is very Popular Electronic Industry in all over world.

The following report studies the television industry in India and in particular the position of the television brand- Samsung, L.G, etc. The corporate name is recognized as brand not so much its individual products. The strategies adopted are then analyzed for each product offering.

The report initially focuses on an examination of the industry environment and the product class. Most of the people familiar about television industry. Satisfaction level of the customer is highly & Consumer awareness is high. The product then goes on to analyze the corporate, marketing and advertising strategies adopted by the selected company and its main competitors. It concludes by looking at the future challenges for the industry and the company.

Today life seems impossible without the Electronics that forms a major part of the human life. Can you imagine the evening without the television set? Or a hot cup of coffee at the press of the button ? The convenience of living a bachelor’s life thanks to the microwave?

The at-home pop corn maker that adds to he joys of the home theater system you own? These may be advanced gadgets, but what about a day without basic ? Seems depressing doesn’t it. A part from the innumerable gizmos and gadgets being invented and produced each year, there is constant advancement in another prime area of electronics- information . This encompasses the entire field pertaining to communication systems the includes the computer systems satellites cell phones etc.

5 Electronics is seeing such advancement that scientists in the recent past are working towards bringing to the fore the functioning of artificial intelligence. Which they claim would reduce man’s load by almost half. Wow seems totally amazing!

Well on the brighter side life may become fast paced and simple, as everything would happen with the press of a few buttons once the wired connections have been made: but then there is the flip side- becoming a slave of the automated life. This basically implies that in case of an electronics breakdown, the first thing that a person does is press the panic button and then feel totally immobile and paralyzed until things are necessary to balance life- manual and electronics.

To study the consumer buying behavior in relation to television I prepare a Questionnaire and collect the primary data and after analysis of primary data.

Consumer buying behavior of television industry and also to study the Industry Structure and Dynamics. Advertising plays an important role in creating brand awareness, brand recall and brand recognition which are important role in creating brand awareness brand recall and brand recognition which are important in helping a customer make purchase decision of that brand. Brand should adopt itself to the local .

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WELCOME TO ELECTRONICS 7 By connecting science and technology from across the company. DuPont has become a leading supplier of electronic and advanced display materials. DuPont offers a broad semiconductor fabrication and packaging. DuPont also provides a wide range of products targeted to the fast growing display industry, enabling the manufacture of advanced OLED, LCD, PDP displays and more.

SIZE OF THE INDUSTRY

The electronic industry in India constitutes just 0.7% of the global electronic industry. Hence it is miniscule by international comparison. However the demand in the Indian market is growing rapidly and investments are flowing in to augment capacity. India however remains a major importer of electronics materials, components and finished equipment amounting to over US$12 Billion in 2005. This is not a desirable situation and local manufacturing has to keep pace with growing local demand.

The output of the electronic hardware industry in India is worth $11.6 Bn at present. The breakup of production in various segments the industry is as shown below:

8 India is also anexporter of a vast range of electronics components and products for the following segments-

 sDisplay electronics  Optical Storage devices  Passive components  Electromechanical components  Telecom equipment  Transmission & Signaling equipment  Semiconductor designing  Electronics Manufacturing Services (EMS)

INDIAN EXPORTS ARE GIVEN BELOW Electronics production (calendar year) ITEMS 2001 2002 2003 2004 2005 2006

1. 12,300 13,580 14,850 16,500 17,500 19,500 2. Industrial Electronics 4,480 5,400 5,980 8,300 8,600 10,100 3. Computers 3,520 4,180 6,600 8,680 10,500 12,500 4. Communication & Broadcast Eqpt. 4,450 4,800 5,150 4,770 6,300 9,200 5. Strategic Electronics 1,750 2,330 2,670 2,850 3,070 4,500 6. Components 5,650 6,510 7,450 8,700 8,530 8,600 32,150 36,800 42,700 49,800 54,500 64,400

7. Software for Exports 34,000 44,000 55,000 75,000 97,000 1,35,000 8. Domestic Software 10,600 12,000 15,500 20,500 27,000 34,000 TOTAL 76,750 92,800 113,200 145,300 178,500 233,400 The Electronic Industry of India

M. Pecht, R. Sharma, D. Bansal and P. Srinivasan (CALCE EPSC, of Maryland)

9 India is the fifth largest economy in the world and has the second largest gross domestic product among the emerging economics. Owing to its large population the potential consumer demand is ever increasing and consequently under appropriate conditions, strong growth performance can be expected. The liberalization of the Indian economy that began in 1991 has started changing regularly financial and monetary policies leading to a higher pace of growth. The in India is already a world leader. The electronics industry is likely to follow.

This covers important aspects of the Indian electronics industry, it discusses the historical background of its development outlines tax structure market strategies and economics policies tracks the growth of telecommunication consumer electronics computer hardware and software, and medical electronics system describes problems facing the Industries pertaining to power, transportation, communication networks and power environmental considerations: and presents directions and strategies for radical industrial growth in the future. An extensive list of India’s electronics industry companies and their contact information is also provided.

ABOUT ELCINA

ELCINA was established in 1967 when India’s Electronics industry was still in its infancy. Since then ELCINA has been well known as an interactive forum for electronics and it manufacturer. A part from the basic objective of promoting hardware manufacturing through active representation and advice to the government. ELCINA has been networking with national and international technical institutions and business promotion bodies to further the interest of its members today in an increasingly liberalized environment, there is greater focus on professional and value-added services rendered by the Association to the Electronics and IT Community.

As India’s oldest and largest electronics association, ELCINA has always remained committed to the promotion of electronics manufacturing culture in the country, focusing on components- 10 the blocks of electronics industry. ELCINA now renamed as ELCINA Electronics Industries Association of India. Has widened its horizons and broadened its activities to the include the development of entire Electronics and IT hardware, including components & assemblies, consumer electronics, telecom IT industrial / professional, defense/ strategic electronics and other emerging areas like medical and automobile electronics embedded systems and hardware design. ELCINA continues to work towards correlating the common interest of electronic hardware manufacturers with that of manufacturers of electronic materials machinery and providers, for acceleration growth.

ELCINA has taken the initiative to create awareness on issues impacting hardware manufacturing such as policy and environmental developments, up a well- defined agenda for both- the Government as well as the industry. ELCINA believes that the government and the industry need to work together to stimulate manufacturing and catalyze an IT/ electronics boom that is sustainable. In sync with this philosophy, ELCINA is persistently working for changes that would strength India’s electronics and IT manufacturing base and make it a leader on the world electronics map.

Overview

The electronic industry in India took off around 1965 with an orientation towards space and defense technologies. This was rigidly controlled and initiated by the government. This was followed by developments in consumer electronics mainly with , Black & White TV, Calculators and other audio products soon followed. In 1982- a significant year in the in India- The government allowed thousands of color TV sets to be imported into the country to coincide with the broadcast of Asian Games in New Delhi. 1985 saw the advent of computers and telephone exchanges, which were succeeded by digital exchanges in 1988. The period between 1984 to 1990 was the golden period for electronics during which the industry witnessed continuous and rapid growth.

11 From 1991 onwards, there was first an economic crises triggered by the Gulf War which was followed by political and economic uncertainties within the country. Pressure on the electronic industry remained though growth and developments have convergence of technologies.

After the software boom in mid 1990’s India’s focus shifted to software. While the hardware sector was treated with indifference by successive governments. Moreover the steep fall in custom tariffs made the hardware sector suddenly vulnerable to international competition. In 1997 the ITA agreement was signed at the WTO where India committed itself to total elimination of all customs duties on it hardware by 2005. In the subsequent years a number of companies turned sick and had to be closed down.

CURRENT SCENARIO

IN recent years the electronics industry was growing at a brisk pace. It is currently worth $ 10 Billion but according to estimates has the potential to reach $ 40 Billion by 2010. The largest segment is the consumer electronics segment. While it largest export segment is of components.

INDIAN SUCCESS STORIES

India has a large base of manufacturing capability in display technologies and has progressed steadily from conventional B/P Picture tubes to flat color display tubes and displays.

SAMUELS GROUPS

The Samuel group is the largest Indian integrated manufacturer of a wide range of display devices kike color and B$W TV picture tubes, tubes for avionics, medical and industrial 12 applications, CRT glass guns, heaters and cathodes deflection yokes and services Samuel has registered many patents for developments in display technology. It is an ISO9000, UL and ISO 14000 certified company. Samuel has acquired a facility in Germany to manufacture high tech, high resolution CRTs for demanding applications such as aircraft avionics, medical monitors and a variety of industrial applications through a continuous focus on R & D.

Another major player and exporter in this segment is Hotline Group which manufactures B/W and color picture tubes.

MOSER BAER INDIA LTD.

IN the optical storage device segment, Moser Baer India ltd. Is today the world’s third-largest optical CD maker in an industry dominated by Japan and Taiwan. MBIL supplies to a number of branded players like Sony, Verbatim, TDK, MAXELL imitation, Samsung etc. and has collaborative R & D programs as well as reciprocal training program with these world class companies.

HEAL MAGNETIC

India has several world class companies manufacturing electromechanical and wound components. These includes Macs as well as Indian companies such as Heal Magnetic, a QS9000 company which and manufacturing professional grade . Heal also offers world class design services for the state of the art power converters and qualification services for both power converters and magnetic. Heal has also established a subsidiary in USA with focus on giving design Engineering and support to their North American customers,

TYCO ELECTRONICS

13 Tyco electronics an MNC with a modern facility in Bangalore specializes in high grade connectors such as fiber optic interconnection systems and smart card connectors.

MIDAS COMMUNICATION

Another example is the development of new technology India’s very own wireless local loop technology jointly developed by Midas communication technologies. Tenet group, IIT Madras and US based Analog devices inc. Based on the Digital Enhanced cordless telecommunication standard specified by the European telecommunications Standards institute (ETSI) correct provides cost effective simultaneous high-quality voices and data connectivity in both urban and rural areas.

ELIN ELECTRONICS LTD

A major player and pioneer in the entertainment electronics segment is ELIN Electronics lbd, manufacturing tape Deck and CD Mechanisms. The company also manufactures AC & DC Micro Motors for OEM’s and provides contract.

CADENCE DESIGN

Electronic chip design is another growth area for the electronics industry, which can provides support for growth of manufacturing as well as greater value addition. World leaders such as cadence have set up shop in India and more and more companies are relocating design centers due to technical skills available here.

Among ELCINA members there are over 160 ISO 9001 and over 50UL certified companies manufacturing components with a strong focus on TQM.

14 THE INDIAN MARKET

The growing Indian market for electronics products is over US$25 bn and is growing at about- 30% per annum! At this rate it is projected to exceed US$70 bn by 2010 and US$158 Bn by 2015. This growth has attracted global player to Indian and Leaders like Solectron, Flextronics, Jabil, Nokia, Elcoteq and many more have made large investment to excess the Indian market. In consumer electronics Korean companies such as LG and Samsung have made commitments by establishing large manufacturing facilities and now enjoy a significant share in the growing market for products such as CD/DVD players.

The growth in telecom products demand has been breathtaking and India is making 2 million mobile phones users every month with telecom penetration of around 10% this growth is expected to continue atleast over the next decade. Penetration level in other high growth products are equally and growth in demand for Computer/IT products auto electronics medical, industrial as well as consumer electronics is equally brisk. Combined with low penetration levels and the Indian economy growing at an impressive 7% per annum the projection of a US$150 bn + market is quite realistic and offers an excellent opportunity to electronic players worldwide.

INDIAN ELECTRONIC INDUSTRY ‘SCALES NEW HEIGHTS’

15 The consumer electronics market is one of the largest segments in the electronics industry in India. With a market size of USD$ 3.89 billion in 2006, catering to a population of more than 1 billion people, the consumer electronics industry in India is poised for strong growth in the year to come. iSuppli Corp. predicts the Indian audio/video consumer electronics industry will grow to $ 6.59 billion by 2011, rising at a compound annual growth rate (CGAR) of 10.0 percent from $ 4.5 billiion in 2007.

The growth will be aided by a multitude of factor, including: growing consumer confidence due to rising disposable incomes; easy financing schemes that are making purchase possible; increased local manufacturing; expanding networks; sporting events, such as Cricket World Cup.

Television continues to be the mainstay of the consumer electronics industry in India with the transition slowly occurring to newer technologies such as liquid crystal display (LCD) and panel (PDP).

Most players in the consumer electronics industry have introduced products in the flat panel display (FDP) segment, and for new companies- especially the Korean chaebols- FDP remains a focus area.

But the Indian market continues to exhibit contradictions that may be unique to this market.

On the one hand, campaign promises have prompted the free distribution of 7.5 million 14-inch CRT television sets worth USD$75 each to families below the poverty line in one electoral state over the period of three years.

On the other hand, FDP sets are available for USD$3,000 in India. Although, black and white television are obsolete elsewhere in the world, they still sell in large numbers in India. 16 Companies are focusing on customizing products to suit Indian tastes, thereby creating a niche for themselves.

Several companies are conducting market research in order to understand the psyche of an Indian consumer. The inputs from this research are determining product attributes and pricing and accordingly are achieving better acceptance among consumers.

By conducting consumer research, companies are trying to identify customer requirements, thereby incorporating specific design elements in their products.

For example, LG in 2006 launched a range of television from 21 to 29 inches in sizes that were designed based on the company’s research on consumer preferences for television sets.

In order tap semi-urban and rural demand, companies are expanding their distribution networks in these areas. The move has positively impacted sales for companies opting for rural expansion.

However, rural consumers have not been as brand-conscious as their urban counterparts. Due to the lower prices of unbranded products, rural consumers have been inclined to buy these products, although they often have poor quality.

As the awareness among rural consumers rises, they are expected to show a preference for branded products. This is reflected by the established players are reporting higher sales of products in rural areas. iSuppli expects domestic manufacturing to be a key characteristics of this growth in the years to come.

17 Although electronics production has remained a miniscule portion of overall Indian manufacturing for a long time, the trend is gradually changing.

The government has been focusing increasingly on developing the manufacturing sector by developing infrastructure, rationalizing duties and creating export promotion zones. This is in alignment with India figuring into the plans of several companies that want to cater to the domestic and export markets.

Domestic consumption is reaching significant size to trigger manufacturing in the electronics sector. India also is assuming a significant place in the global plans of several major electronics manufacturers, thereby positioning it also as an expert base.

Furthermore, fables companies are suitable cater to such development because they can assist in moving the industry up the value chain by creating design service opportunities for the Indian market.

EMS and ODM companies in India have been associated with several design companies, although such relationships represent an extension of their global relationships. However, some local also are appearing, such Flextronics deal with in silica for the development of System-on-Chip (SoP) devices.

Currently, such instances are few and far between. As the local market gains size, these associations will become more common. iSuppli believes that there are still challenges facing the Indian consumer electronics industry as the sector tries to realize its full potential. These include: declining margins for many players; inverted duty structure; expansion of distribution reach; Infrastructural bottlenecks (, power, etc.) have hindered the reach of the distribution network in India; creating

18 awareness about new technologies and products; low affordability level of consumer products among the rural masses.

However, these challenges are gradually being addressed. And looked ahead, iSuppli believes that India will continue to grow as an important market for the global consumer electronics industry. The future of Indian market is indeed bright.

Rebello’s recently-released report, Consumer Electronics Industry in India, from iSuppli’s India practice, provides a comprehensive analysis of the consumer electronics industry in India.

INDIA’S ELECTRONICS INDUSTRY GROWTH WILL OUTPACE CHINA

India will be the fastest growing electronics market in the world over the next few year, according to a report.

The electronics industry in India was worth US$11.5 billion in 2004. The market is expected to grow at a Compound Annual Growth Rate (CGAR) of 23% by 2010 to reach US$ 40 billion, according to a report by market research company In-Stat.

Though the country’s total output will be far behind China’s electronics market, worth US$ 271.97 billion in 2004. India’s market is to set to rocket. India’s low manufacturing costs in skilled labour and raw materials, availability of engineering skills, and opportunity to meet demand is driving the electronics market there. Growth is centered around computer and the computer components sectors.

“Major challenges facing the Indian electronics manufacturing market are an infrastructure that needs to be improved at the earliest possibility, easing of foreign investment procedures, which

19 is underway, and a restructured government tariff that now makes domestically manufactured more expensive than imported goods with zero tariff,” says Brayn Wang, In-Stat analyst.

The big challenge for India will be keeping up with technology trends, said the report.

SPECIAL FOCUS ON TELEVISION INDUSTRY

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HISTORY OF TELEVISION

Television was not invented by a single inventor, instead many people working together and alone, contributed to the evolution of TV. 1831: Joseph Henry’s and Michael Faraday’s work with electromagnetism makes possible the era of electronic communication of TV. 1862: Abbe Giovanna Caselli invests his “pantelegraph” and becomes the first person to transmit a 5th image over wires. 1873: Scientists May and Smith experiment with selenium and , this opens the door for investors to transform images into electronics signals. 1876: Boston ci9vil servant George Carey was thinking about complete television systems and in 1877 he put forward drawings for what he called a “selenium ” that would allow people to “see by electricity.” Eugen Goldstein coins the term ‘cathode rays” to describe the light emitted when an electric current was forced through a . Late 1870’s: Scientists and engineers like Paiva, Figuier, and Senlecq were suggesting alternative designs for “telescopes.” 1880: Investors like Bell and Edison theorize about telephone devices that transmit image as well as sound. Bell’s photo phone used light to transmit sound and he wanted to advance his device for image sending. George Carey builds a rudimentary system with light sensitive cells. 1881: Sheldon Bidwell experiments with telephotography, another photophone. 1884: Paul Nipkow sends images over wires using a rotating metal disk technology calling it the “electronic telescope” with 18 lines of resolution. 1900: At the World’s fair in Paris, the 1st international congress of electricity was held, where Russian, Constantin Perskyi made the first known use of the word “television” Soon after the momentum shifted from ideas and discussions to physical developments if TV systems. Two paths are followed: 1. – based on Nipkow’s rotating disks, and

21 2. Electronic television – based on the tube work done independently in 1907 by English inventor A.A. Campbell Swinton and Russian scientist Boris Rosing. 1906: Lee de Forest invents the “Audion” vacuum tube that proved essential to electronics. The Audion was the first tube with the ability to amplify signals. Boris Rosing combines Nipkow’s disk and a cathode ray tube and builds the first working mechanical TV system. 1907: Campbell Swinton and Boris Rosing suggest using cathode ray tubes to transmit images – independent of each other, they both develop electronic scanning methods of reproducing images. American Charles Jenkins and Scotsman John Baird followed the mechanical model while Philo Fransworth, working independently in San Francisco, and Russian émigré Vladimir Zworkin, working for Westinghouse and later ReA, advanced the electronic model. 1923: Vladimir Zworkin patents his iconscope a TV camera tube based Campbell Swinton’s ideas. The iconscope, which he called an “electric eye” becomes the corner stone for further television development. He later develops the 1924-25: American Charies Jenkins and John Baird from Scotland, each demonstrates the mechanical transmissions of images over were circuits. Photo left: enkin’s Radiovisor Model 100 circa 1931, sold as a kit. Baird becomes the first person to transmit moving Silhouette images using a mechanical system based on Nipkow’s disk. Vladimir Zworykin patents a color television system. 1926: John Baird operates 30 lines of resolution system at 5 frames per second. 1927: Bell Telephone and the US Department of commerce conducts the first long distance use of TV, between Washington DC and new york city on april 9th . Secretary of commerce Herbert Hoover commented,” Today we have, in a sense, the Transmission of sight for the first time in the world’s history. Human genius has now destroyed the impediment of distance in a new respect, and in a manner hitherto unknown” Philo Fransworth files for a patent on the first complete electronic television system, which he called the Image Dissector.

22 1928: The federal ratio commission issues the first television license (W3XK) to Charles Jenkins. 1929: Vladimir Zworykin demonstrates the first practical electronic system for both the transmission and reception of images using his new kinescope tube. John Baird opens the first TV studio, however, the image quality was poor. 1930: Charles Jenkins broadcasts the first TV commercial. The BBC begins regular transmissions. 1933: Iowa State university (W9XK) starts twice weekly television programs in cooperation with radio station WSUI. 1936: About 200 hundred television sets are in use world wide. The introduction of , which is a pure or copper coated wire surrounded by insulation and an covering. These cables were and areused to transmit television, telephone and data signals. The Ist “experimental” coaxial cable lines were laid by AT&T between New York and Philadelphia in 1936. the first regular installation connected Minneapolis and stevens point WI in 1941. the original L1 coaxial-cable ststem would carry 480 telephone conservations or one television program. By the 1970’s LS systems could carry 1,32,000 calls or more than 200 television programs. 1937: CBS begins TV development. The BBC begins high definition broadcasts in London. Brothers and Stanford researchers Russel and Siguard Varian introduced the klystron in. A Klystron is a high frequency amplifier for generating microwaves. It is considered the technology that makes UHF-TV possible because it gives the ability to generate the high power required in this spectrum. 1939: Vladimir Zworkin and RCA conducts experimentally broadcasts from the Empire State Building. Television was demonstrated at the New York World’s Fair and the San Francisco Golden Gate International Exposition. RCA David Sarnoff used his company’s exhibit at the 1939 World’s Fair as a showcase for the 1st Presidential speech ( Roosevelt)on television and to introduce RCA’s new line of television receivers – some of which had to be coupled with a radio if you wanted to hear sound. The Dumont company starts making TV sets. 1940 : Peter Goldmark invents a 343 lines of resolution color television. 23 1941: The FCC releases the NTSC standard for black and white TV. 1943: Vladimir Zworykin developed a better camera tube the Orthicon. The Orthicon (Photo left) had enough light sensitivity to record outdoor events at night. 1946: Peter Goldmark, working for CBS, demonstrated his color television system to the FCC. His system produced color pictures by having a red-blue-green wheel spin in front of a cathode ray tube. This mechanical means of producing a color picture was used in 1949 to broadcast medical procedures from Pennsylvania and Atlantic city . In Atlantic City, viewers could come to the convention centre to see broadcasts of operations. Reports from the time noted that the realism of seeing surgery in color caused more than a few viewers to faint. Although Goldmark’s mechanical system was eventually replaced by an electronic system he is recognized as the first to introduce a broadcasting color television system. 1948: is introduced in Pennsylvania as a means of bringing television to a rural areas. A patent was granted to Louis W. Parker for a low-cost television rreciever. One million homes in the united states have television sets. 1950: The FCC approves the first color television standard which is replaced by a second in 1953. Vladimir Zworykin developed a better camera tube –the vidicon 1956: Ampex introduces the first practical videotape system of broadcast quality. 1956: Robert Adler invents the first practical called the Zenith Space Commander, produced by wired remotes and units thar failed in sunlight. 1960: The first split screen broadcast occurs on the Kennedy-Nixon debates. 1962: The All Channel Receiver Act require that UHF tuners (channels 14 to 83) be included in all the sets. 1962: AT&T launches Telstar, the first satellite to carry TV broadcasts, broadcasts 1967 : Most TV broadcasters are in color. 1969: July 20, first TV transmission from the moon and 600 million people watch. 1972: Half the TV’s in homes are color sets. 1973: Giant screen projections TV is first marketed. 1976: Sony introduces beta mix, the first home video cassette recorder. 1978: PBS becomes the first station to switch to all satellite delivery of programs. 24 1981: NHK demonstrates HDTV with 1,125 lines of resolution. 1982: Dolby surround sound for home sets have been introduced. 1983: Direct Broadcast Satellite begins service in Indianapolis 1984: Stereo TV broadcast approved. 1986: Super VHS introduced. 1993: required on all sets. 1996: The FCC approves A TSC’s HDTV standard. Billion TV sets world-wide.

25 LCD TELEVISIONS

Olevia L T32HV 32 Widescreen Flat-Panel LCD TV’s

By Syntax Syntax’s high-quality, high value Olevia L T32HV 32-inch LCD TVs use advanced Super- IPS display technology and innovative display panels from LG LCD, one of the world’s foremost manufacturers of thin-film liquid – crystal displays ( TFT LCDs.) These LCD TVs also deliver exceptionally wide viewing angles, a high 1,200: 1 contrast ratio, exemplary 800 cd/m2 brightness for easy viewing in bright rooms, HD ready 1,366 x 768 (WXGA) native pixel resolution, and a 16:9 cinema style wide screen aspect ratio. Flat Screen TV (By Band) Phillips : flat panel TVs Toshiba : flat panel TVs Audio Vox : flat panel TVs View Sonic : flat panel TVs RCA : flat panel TVs Other Brands : flat panel TVs Plasma : flat panel TVs LCD : flat panel TVs

Olevia LT27HV 27” HDTV-Readv Flat Panel LCD TVs By Syntax Olevia LT27HV 27” LCD TVs have 3:2 pull down cinema . These LCD TVs provide a smooth theatre like experience, and their 10-bit 3D comb filter enhances color purity. Olevia L T27HV

26 LCD TVs have a brightness rating of 500 cd/m2 (candela per square meter ) and a 16 millisecond (ms) response time. It’s compatible with 480p, 1080i,and 720p HDTV signals and has a built-in 181 channel , you wiil need an optional HDTV tuner to receive high definition broadcasts.

Flat Screen TV (B y Price)

$0-$500 : flat panel TVs $500-$1000 : flat panel TVs $1000-$2000 : flat panel TVs $2000-$3000 : flat panel TVs $3000-$4000 : flat panel TVs $4000-$5000 : flat panel TVs $5000-$6000 : flat panel TVs $6000-above : flat panel TVs

Sceutre X27sv –NAGA III 27” HD-Readv Flat Panel LCD TV By Sceptre

Upgrade your television viewing experience with the HD-readv Sceptre X27sv-NAGA III 27 inch LCD TV. It features a built-in standard, 181 Channel NTSC tuner, and it’s capable of HD (high definition ) and ED (Enhanced Definition) resolution for an ever better picture, with an optional set top box. It also includes side-mounted stereo speakers that produce 8 watts of power per channel (for 16 watts of total power ). It can provide virtual surround sound via the set’s two speakers, and it includes a jack for an external subwoofer.

Digimate DGL26 26” Widescreen HD-Readv LCD TV By Digimate 27 The breathtakingly elegant Digimate 26-inch TV presents a palette of exquisitely realistic images that will forever change the way you view television. You will feast your eyes on vibrant colors, compelling contrasts and uncommon depths of field. This masterfully engineered HD Ready television boasts 1280 x 768 resolution, 0.63 dot pitch, 16:9 aspect ratio, 600:1 contrast and 450 nit brightness to create picture perfect panoramas you will savor for years to come.

Go Video T A2050 20” LCD TV with Remote Control

By go video

Turn any room in your home into an entertainment haven with the 20 inch Go video T A2050 LCD TV which feature a thin profile and a removable stand with a small footprint. It’s also easily wall mountable with optional wall mounting hardware. IT feature an 800 * 600- pixel resolution and 4.3 aspect ratio for viewing standard TV signals.

28 BASIC TYPES OF TELEVISIONS

Tubes, Flat Panel, and Projection:

Buying a television can be frustrating if you don’t know what you are looking for. From tubes to plasma, there are more models on the store shelves than covers of magazines. Before exploring analog versus digital, SDTV, HDTV and EDTV take a look at the types of television in today’s consumer market. Here’s a list of television’s types you will see in the stores across North America.

Direct view – Tube:

Also known as direct view, a tube television is the closest thing to the one baby boomers watched when they were kids. The picture device is a cathode ray tube, which is specialized vacuum tube. All science aside, CRTs come in all shapes and sizes up to about 40 inches. They feature a good picture from all angles, the best , and are significantly lower in price than other TVs. Despite their bulky and heavy build, tube television are long-lasting and acclaimed for retaining a good picture throughout it’s lifespan, which can be decades.

Dieital Lieth Processing (DLP):

Digital light processing was invented in 1987 by . It is named for its ability to process light digitally with the aid of an optical semiconductor called a digital Micro mirror device or DMD chip. This chip is comprised of 29 over one millions mirrors. The size of each mirror is less than 1/5 the width of a human hair. Currently, over fifty manufacturers produce at least one model of a DLP television. DLP’s come in rear and front projection. They are not susceptible to bum-in, but some people do notice a glitch called Rainbow Effect.

 Introduction to DLP  FAO: DLP Lamp Replacement & Maintenance.

Liquid Crystal Display (LCD):

Whether flat panel or rear projection, there are a ton of choices on the market for or liquid crystal display televisions. Flat panel display are by far the most popular LCD television because of their thin, lightweight , which is convenient for people who want to use their LCD as a TV & . LCDs are not susceptible to bum-in. LCDs with sloe response can show a ghosting effect, while other LCDs can have screen door effect. That is why it is important to see the LCD monitor before buying to see if the screen meets your needs.

 FAO: LCD Rear Projection  30-39” LCD Flat Panel LCD Display

30 SOME COMPANY’S BRAND PRICE & FEATURES L.G. Size Price Features 3 band equalizer, 200 program memory, 200 W P.M.P.O. Arc Zoom Flatron+ 21 ( 53 cm ) 10,500

3 band equalizer, 200 program memory, 200 W P.M.P.O. Arc Zoom 20 ( 51 cm) 9,500

Golden Eye, 3 band equalizer, 200 program memory, 200 W Golden Eye Magic 21 P.M.P.O. Arc Zoom ( 53 cm) 10,500

Golden Eye, 3 band equalizer, 200 program memory, 200 W P.M.P.O. Arc Zoom 20 ( 51 cm) 9,500

31 Golden Eye, 3 band Graphic equalizer, , 140 W P.M.P.O. Arc Zoom, Joy Max Dix 14 inch 6,500 AV stereo

CROWN

Size Price Features

100 program, 400 W stereo sounds, 200 channels, Bass Pure Flat21 ( 53 ) 7,495 Treble & Balance.

100 program, 400 W stereo sounds, 200 channels, Bass Pure Flat ( 51 cm) 6,495 Treble & Balance.

100 program, 300 W stereo sounds, 200 channels, Bass Treble & Balance. 14 Pure Flat 4,495

32 ONIDA

Size Price Features

400W P.M.P.O. In built 21 oxygen Flat ( 53cm ) 13,990 woofer D.V.M.C.,4 user login, LCD remote, Head phone

300W P.M.P.O. In digital 20 Oxygen Flat ( 51 cm) 9,490 eye.,4 user login, child safe, 200 channels

300W P.M.P.O. In digital 14 Oxygen 6,490 eye.,4 user login, child safe, 200 channels

T – SERIES

Size Price Features

33

100 program, 400 W P.M.P.O. 4 speakers bass True Flat 21 ( 53 ) 4,490 treble& balance ADND status memory safe Eye

100 program, 300 W P.M.P.O. 4 speakers bass True Flat 20 ( 51 cm) 7,490 treble& balance AD/VD status memory safe Eye

100 program, 300 W P.M.P.O. 4 speakers bass treble& balance ADND True Flat 14 inch 5,490 status memory safe Eye

SANSUI

Size Price Features

110 program memory, Hard Rock 21 ( 53cm ) 13,990 1500W P.M.P.O. Woofer, Selectable picture 5 modes.

110 program memory, Furatto 20 ( 51 cm) 8,990 600W P.M.P.O. Bass Treble & balance.

34 110 program memory, 14 SY Super Eye 6,990 350W P.M.P.O. Bass Treble & balance.

SAMSUNG

Size Price Features

150 program memory, 21 M 16 ( 53 ) 15,490 1000 W P.M.P.O. woofer, 5 selectable picture modes.

150 program memory, 20 M 16 ( 51 cm) 13,490 1000 W P.M.P.O. woofer, 5 selectable picture modes

100 program memory, 500 14 M 16 8,990 W P.M.P.O. woofer, 5 selectable picture modes

AKAI

35 Size Price Features

110 channels, 550W Flatron 21 ( 53cm ) 8,990 P.M.P.O., 10 Selectable sounds & picture modes.

Flatron 20 ( 51 cm) 7,990

110 channels, 350W Akai 14 inch 5,990 P.M.P.O., 10 Selectable sounds & picture modes.

PHILIPS

Size Price Features

200channels, 110 program memory, 500 21 M 16 ( 53 ) 13,990 W P.M.P.O., 5 selectable picture modes.

36 200channels, 110 program memory, 500 20 M 16 ( 51 cm) 12,990 W P.M.P.O., 5 selectable picture modes.

200channels, 110 program memory, 350 14 M 16 8,990 W P.M.P.O., 5 selectable picture modes.

Competitor Analysis A detailed analysis of some of the major players is done below -

LG ELECTRONICS

LG Electronics rightly understood the consumer motivations to create magnetic products, price them strategically, position them sharply and keep making the magnetism more potent. Having understood the finer differences in consumer motivations, it opted for sharp arrow “reasons-to- buy” differentiations over the “blanket all approach “taken by most of the other players. It is an aggressive marketer. It focuses on low and medium price products.

SAMSUNG

37 Initially the strategy of Samsung in India was to create premium image by emphasizing global brand. After facing stiff competition from the Korean major – LG, Samsung also started playing price game. In 2004, it reverted back to its premium positioning, although it resulted in some loss of market share. In line with global digital initiative of the parent company, Samsung India is seeking to acquire the digital leadership in India by introducing its digital ready televisions like the 40” LCD projection TV, 43” projection TV & the plano series of flag color TV.

ONIDA ( MIRC ELECTRONICS)

Its popular devil ad although had engendered a strong emotional pull towards the brand, it represented no advancement. The company plugged the gap by touting its digital technology. Like Videocon it has also been able to hold its market share. The world -class quality of Onida has enabled the company to make breakthrough on the export front. Onida is leading brand in gulf market & also export its model to Africa, Bangladesh, Sri Lanka & Nepal. I has technical tie-up with the Japan victor company (JVC). So focused is Onida on positioning itself on the premium, high-tech plank that it is even planning to push its own envelop on obsolescence, much like Intel has been doing in its own industry. Best strategy is aimed at further broad basing the product offering of the company, which has largely dominated the top end of the TV market, across multiple market segments. Besides understanding the strategy adopted by different players, several other factors- industry growth, concentration & balance, corporate stakes, fixed cost and product differences need to analyzed to determine the extent of rivalry between existing players.

VEDIOCON

Videocon has always been a price player and has an image of a low price brand. This entails providing more features at a given price vis- a -vis competitors. IT has taken over multinational brands to cater to unserved segments, like Sansui – to flank the flagship brand

38 Vidiocon in the low to mid priced segment, essentially to fight against brands like BPL, ONIDA, PHILIPS and taken over Akai- tail end brand for brands like Aiwa. It is one of the largest manufacturers of TV and its components in India and thus has advantages of economies of scale and low cost due to indigenization. It has the widest distribution in India with more than 5000 dealers in the major cities. It also has strong base in the semi- urban & rural markets. Due to its multibrand strategy it has at present multiple brands at the same price points This has lead to the state of diffused positioning for its brand. It has also lead to a cannibalization of sales among these brands. The flagship brand has lost market share due to the presence of Sansui in the same segment. Because of reduction in import duties on CPT the cost advantage of Videocon is also on the decline. Hence it it facinf rough weather & also trying to boost exports.

SPECIAL FOCUS ON SAMSUNG TELEVISION

VISION: Samsung India aims to be the best company in India by the year 2006. Best company in terms of both in terms of internal workplace environment as well as the external context in which the company operates. Samsung aims to grow in India by contributing to Indian economy & making the life of its consumer simpler, easier, and richer through its superior quality products 39 “our aim is to gain technological leadership in the Indian marketplace as a goal yo earn the love and respect of more and more of Indian consumers.” Mr.S.H.Oh, President & CEO Samsung south-west Asia regional headquarters.

SAMSUNG ELECTRONICS ANNUAL REPORT

Company profile 1st Annual report, 2004. Report of independent accountants. To the shareholders and Board of Directors, Company Ltd. We have audited the accompanying the balance sheet of Samsung Electronics Company Ltd. as of December 31, 1997, and related statements of income, appropriation of retained earnings and cash flow for the year then ended, expressed in Korean won. These financial statements are the responsibility of the company’s . Our responsibility is to express an opinion, as independent auditors, on this financial statement, as to weather they have been prepared in conformity with financial accounting standards generally accepted in the republic of Korea. For this purpose, we conducted a audits with accordance with auditing standards generally accepted in the republic of Korea. In our opinion the financial statements referred to above present fairly, in all material respects, this financial position of Samsung Electronics Company Ltd. as of December 31,1997, as the results of its operation, the changes in its retained earnings and ts cash flows for the year then ended. In conformity with financial accountings standards generally accepted in the republic of Korea. As further explained in note 2 of financial statement, 1997 the company changes its policy for foreign currency translation and extended the useful lives 01 property, plant and equipments.

SAMSUNG PROFILE

40 Samsung Profile 2008

Wherever you are... in the hustle of the streets or the comfort of the home...Samsung is part of the fabric of your life. As a global leader we are at the forefront of change, anticipating today what our customers around the world will want tomorrow.

41 2007 Financial Overview (WON/DOLLARS/EUROS)

2007 Financial Overview AMOUNTS IN BILLIONS WON DOLLARS EUROS Net Sales* 161,847.4 174.2 127.2 Total Assets 284,165.5 302.9 205.7 Total Liabilities 180,833.2 192.7 130.9 Total Stockholder's Equity 103,332.3 110.1 74.8 Net Income* 12,873.7 13.9 10.1

[Amounts in billions]

* Won/U.S. dollar yearly average exchange rate: 929.20/1, Won/Euro: 1,272.72/1 Won/U.S. dollar as of the end of December 31, 2007: 938.20/1, Won/Euro: 1,381.26/1 Financial data includes Samsung affiliates ending their fiscal year at the end of March 2008, such as Samsung Life , Samsung Fire & Marine Insurance, Samsung Securities, Samsung Investment Trust Management.

42 * SAMSUNG's History Menu Link

 - 2000-Present Pioneering the Digital Age

 - 1997-1999 Advancing the Digital Frontier

 - 1994-1996 Becoming a Global Force

 - 1990-1993 Competing in a Changing Tech World

 - 1980-1989 Entering the Global Marketplace

 - 1970-1979 Diversifying in Industries and Electronics

 - 1938-1969 SAMSUNG's Beginnings

2000-Present Pioneering the Digital Age

The digital age has brought revolutionary change – and opportunity – to global business, and SAMSUNG has responded with advanced techno-logies, competitive products, and constant .

At SAMSUNG, we see every challenge as an opportunity and believe we are perfectly positioned as one of the world's recognised leaders in the digital technology industry. Our commitment to being the world's best has won us the No.1 global market share for 13 of our products, including semiconductors, TFT-LCDs, monitors and CDMA mobile phones. Looking forward, we're making historic advances in of our overall semiconductor line, including flash memory and non-memory, custom semiconductors, DRAM and SRAM, as well as producing best-in-class LCDs, mobile phones, digital appliances, and more.

2000-Present Pioneering the Digital Age 2008  Samsung takes No. 1 spot in U.S. cellphone market

43  No.1 worldwide market share position for TVs achieved for the 9th quarter in a row  No.1 worldwide market share position for TVs achieved for the seventh quarter in a row

 Developed the world's first 30nm-class 64Gb NAND Flash™ memory 2007  BlackJack bestowed the Best Smart Phone award at CTIA in the U.S.

 Attained No.1 worldwide market share position for LCD for the sixth year in a row  Developed the world's first real double-sided LCD

 Developed the worlds' first 50nm 1G DRAM

 Unveiled 10M pixel camera phone Launched "Stealth Vacuum," a with the world's lowest level of 2006  noises

 Launched the worlds' first Blu-Ray Disc Player

 Developed 1.72"Super-Reflective LCD Screen  Developed the largest Flexible LCD Panel

 Ranked 27th in "the World's Most Admired Company" of Fortune

 Became the official sponsor of Chelsea, the renowned English Premier League football club 2005  Released the world's first 7 mega pixel camera phone

 Developed the world's first OLED for 40" TV

 Developed the first-ever speech recognition phone 2004  Produced the first wrinkle-free washer

 Sold more than 20 million cellular phones in the U.S

 Developed the world's first 60-nano 8GB NAND Flash memory chip

 Ranked top in sales in Russia

 Released new PDP TV featuring the highest contrast ratio in the world

 Developed a 3rd Generation Optical Blu-Ray Disc Recorder

 Developed cellular phone chip for satellite DMB system

44  Released 46" LCD TV for the first time in the world  SAMSUNG brand value ranked 25th in the world by Interbrand

 Ranked 5th on the "Most Admired Electronics Company" list released by the 2003 Fortune Magazine

 Released the first HD DVD combo  Development of the 54"TFT-LCD, the largest digital TV monitor in the world

 Launches PDP-TV, the slimmest in the world Launch of colour mobile phones in which the new concept UFB-LCD is 2002  introduced

 Launched new high-definition TFT-LCD colour cellular phone  Ranked No. 1 of world's Top 100 IT Companies by BusinessWeek

 Unveils 16 Chord Progression Melody Phone Begins Mass Production of 512Mb Flash Memory Device 2001   Unveils Industry's First Ultra-Slim Handset

 Develops World's first 40 inch TFT-LCD  Unveils TFT-LCD with Record-breaking Definition

 Launches PDA phone

 SAMSUNG Olympic Games Phone selected as the official mobile phone of the Sydney 2000 Olympic Games

 TV Phone and Watch Phone Make Guinness of World Records

2000  Unveils the Worlds Fastest Graphics Memory Chip

 SAMSUNG Electronics and Yahoo! Form Strategic Alliance

 Develops Unique All-in-one DVD Player

 Developed world's first 512Mb DRAM

 Develops The High Definition Digital TV

45 THIS WARRANTY IS NOT APPLICABLE ON ANY OF THE FOLLOWING CASES:-

1. The warranty card is not dully filled and mailed back to service centre for registration by the purchaser. 2. The completed warranty card is not presented to personnel at the time of repair . 3. The product is not purchased from authorized dealer . 4. The product is not used according to instructions given in the instruction manual . 5. defects caused by improper use as determined by company personnel. 6. Modification or alteration of any nature is made on the electrical circuit . 7. installation repair work is carried out by persons or agencies other than authorized by the company . 8. Site (premises where the product is kept )conditions that do not confirm to the recommended operating condition of the machine . 9. The original serial no. is removed or altered from machine or cabinet . 10. defects due to cause beyond control like lightening ,abnormal voltage, acts of god or while in transit to service centre or purchaser’s residence.

46 Press releases

Samsung achieves 1 million CTV production mile stone in noida CTv factory New Delhi ,15 Jul 2000 Samsung India achieved another mile stone in India when it achieved the one million colour television production figure at its Noida factory in July this year .The one million colour TV production was achieved in a span of a little over 3 years , The one million mark was achieved in the production of the 21 metalica production model 21 c3. According to Mr KSkim ,MD, Samsun India “th significance of this one million production can be gauged from the fact that we achieve 500000 figure in a span of 2 years . In fact Samsung India received the Quadruple productivity flag that is the productivity achievements of 44 sets per day per employee from Samsung head office in korea in February this year .Samsung India thus has become first Indian subsidiary , out side of korea to attain such high productivity levels in its manufacturing facility . Meanwhile the company is in the process of setting up another cell at its Noida factory for the production of colour TV in screen size 25” and above . The Samsung factory in April this year has taken on a new challenge , FI 321 where FI denotes factory innovation ,3 denotes challenge 3000 production campaign ,’2’ denotes the 200 minutes .MTBF in the auto insertion machine. ‘1’ stands for Samsung India to

47 be no. 1 subsidiary in terms of quality and productivity . the Samsung production team is focusing on 3 key aspects:  maintaining conveyor and set up improvement  mrshalling or logistics improvement  auto insertion MTBF improvements

48 In terms of conveyer an set up improvements, certain modifications have been carried out in both hardware and soft wares .for example the conveyor length has been reduced by10 meters ,the soldering machine now has a double sas against one earlier for quality and speed improvement. Line more th conveyer height it self has been increased since the workers stand and work on the PCB Line for increased view area and the greater freedom in have movement. By the time all the goals of challenge of 3000 are met , the Samsung production line will be out a Samsung CTV every second 8 seconds against the current level of 11 seconds and maintaining the daily production level of 3000 sets per day The electric car concept is planned to be instutd for marshalling by December 20000 . To achieve the MTBF of 200 minutes ,certain certain changees have been made in the machine to reduce frequently occurring problem. The out have been change for efficient handling and the ‘2’ line concept has been instating so as to run two modeleson parallel basis . This year Samsung India plans to manufacture over 600000 CTV as its Noida facility and will also be exporting Samsung India made TVs to western Europe . this first shipment over 40000 colour TV shall be dispatched this month .The company will be exporting 4 models of 14” TV to these countries . States Mr Skim “The fact that the samples sent by us from India were cleared by the European authorities without any problem is a reflection of the stringent quality system and vender development programme .

49 SAMSUNG INDIA ACHEIVES 2 MILLION CTV PRODUCTION MARK

New Delhi 8 March 2002 –Digital technology leader , Samsung India electronics limited achieved another mile stone in India when it achieved the 2 million CTV production at its Noida plant , thereby becoming the first multinational to achieve this distinction . The company achieved the 2 million mark with the production of CS21K4, its 21 inch piano flat colour television model . The significance of the 2 million mark can be gauged from the fact that we achieve the 1 million production mark in in aspan of three years in commencement of production June 1997 while the 2nd million production milestone stone was achieved with in a span of one year or seven months from the first one million production achievement in July 2000.The company has set the target of achieving the five million production mark in 2004. Samsung India which achieved an average per day of 2931 sets last year is targeting an average production of 3500 sets per day. In the year 2001, the maximum production achieved by a company in a single day was 4250 sets . Samsung India electronics limited has initiate an ACE 4 programme at the manufacturing facility , where in A represents ahead of all C stands for competitive , E for efficient and four ways focus with clear target have set for all four production lines at the factory .The company commenced the production of television in November last year and that of air conditioners in February this year .Samsung India hopes to aheive ACE 4 by improving the manpower skills ,improving the equipment and the processes as well as enhancing the productivity levels . the company applying the six sigma methodology to improve existing process and practice in production and achieving even higher quality levels in its manufacturing processes .

50 Samsung India electronics ltd. a leading provider of high tech consumer electronics products in the country .has been operating in India since 1995. The Samsung India product portfolio comprises of colour television in the range 14”-53” projection TVs,’bio fresh’ in range of 310 litres-670litres ,Bio cool conventional refrigerators in 175-200 liters capacity . Air conditioner including both window and split type ,semi automatic and fully automatic Televisions ,Samsung sets a new bench mark for the flat TV industry ,launches a 15” flat TV model at sub Rs 8000 launches “Gol do ,flat 10 “ offer for for flat colour televisions . New Delhi May 10 ,2004 : Digital technology leader , Samsung India India electronics ltd. has set a new price bench mark in the flat television in India by introducing a 15” flat television in the Indian television market , priced at 7990 .with the introduction of this model ,Samsung has range of 14 flat televisions in the market . Samsung India , which seeking to develop a flat televisions in India and help the customers upgrade to the latest technology that flat television represents , today announced the launch of its “Gol do, flat 10 exchange offer . This ,offer valid till June 30, 2004 ,incentives consumer to upgrade to a Samsung flat television of their choice by returning any of their old working condition 20” television .for example a customer may bring his 20’’ curved TV and walk away with 21” at especial exchange price of Rs. 84901 .like wise a customer can upgrade to an entry level 29’’ flat TV for a mere Rs21990 in lieu of his old conventional TV ,20’’ and above .The ‘’Gol do flat 10, offer is applicable for select Samsung flat screen models across screen size between 15” flat to 29” flat television.

51

52 53 LITERATURE REVIEW

T opic: Indian Television Industry: A strategic Analysis” Presented by: Seem Gupta

The Indian Television industry is going through turbulent transformation. Companies are re looking at their strategies and are desperate for growth. The entrenched position of the Indian market leaders in CSV’s like Videocon, BPL, and Oneida has been challenged by the Mac’s such as LG, AIWA, Akai, Panasonic, Samsung, Sony, Philips and Sharp: some in a perceptible way and other threatening to do so. The changing environment demands fresh thinking to gain the cutting edge advantage. This paper attempts to look at the various macro and micro environmental factors operating in the industry using the model of strategic analysis by George Day, i.e. to analyze the bargaining power of buyer and suppliers, the threat of the new entrants, threat of substitutes, intensity of rivalry, impact of technological changes, growth and volatility of the market and the influence of government and regulatory interventions. These variables affecting the industry have been categorized as favorable or adverse depending on the influence on the profitability of the industry. Some strategic initiatives, which can be adopted, to leverage the favorable forces and prevent the adverse ones have been identified.

Conclusion:

The variables affecting the industry with regard to each of the five forces have been categorized as favorable or adverse (Exhibit 14). Favorable variables have the potential To improve profitability, while adverse variables reduce profitability of the industry. Some strategic initiatives, which could be adopted to leverage the favorable forces and protect themselves from the adverse ones, are as follows:

54  R&D and Marketing will have to work closely together. R&D will have to play a role in cost innovation, which can cut component cost and raise performance. The number of defectives has to be reduced at negligible levels. The quest should be to do even better. Each assembly line can be made to compete with the other.  Vital to the spread out is the re-haul of distribution network. Home appliances have necessitated separate dealers, many of them specialists. For sharper focus on all categories individually, the market has to be opened wider.  Besides catering to the cost conscious segment, marketers need to segment the market on the basis of psychographics, which will help in attempted it by sponsoring ICC Cricket World Cup 2003 Marketers need to generate demand and let dealers services it, rather than shunting products down the distribution system. This will require close consumer proximity.

Topic: EMS Industry in China Presented By: R Puratchimani

Conclusion: China’s rapid economic growth is attributed to the growth of the electronics industry. It has become the destination for the production of all types of electronic product and is good market to sell those products. China contributes 16 per cent to the global electronic production. China’s dominance in the Electronic Manufacturing Servuce (EMS) industry is guaranteed by its low labor costs, its existing ecosystem of components suppliers and excellent infrastructure. China has around 500 Suez’s which have helped it to become the most preferred EMS destination in the world. In addition, there has been heavy investment from Taiwanese EMS providers in addition to contract manufacturing companies; china has semi conductor boundaries, component manufacturers and good design houses. China has become a hot destination for electronic manufacturing service because of low cost of components.

55 Topic: Does Branding and Selling Go Together in the TV Industry? Presented By: Siddhartha Paul Conclusion:

The global television industry consists of big brand names such as Sony, Samsung, Sharp, Panasonic, LG Electronics and matsushita Electric. These companies had their respective core competence in manufacturing either Liquid Crystal Display ( LCD ) or Plasma screen TV sets, which launched the world’s first 14colour led TV, Dominated the global LCD TV segment till 2005. in 2001, Samsung came out with digital TV’s with state of the art technology. As television sets became an integral part of the family room, consumers from a strong bond with this consumer electronic product.

Topic: Passion: The Untold Story of LG Electronics India Presented By: Yasho V Verma Reviewed by Dhananjay Keskar

Conclusion: Understanding the nuances of the Indian market quickly, LG was able to succeed here. The book analyzes its success and attributes it to effective leadership, good HR practices and result- oriented management.

56

57 RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem. It may be understood as a science of studying how research is done scientifically. In it we study the various steps that are generally adopted by a researcher in studying his research problem along with the logic behind them. It is necessary for the researcher to know not only the research methods/techniques but also the methodology. Researchers not only need to know how to develop certain indices or tests, how to calculate the mean, the mode, the median or the standard deviation or chi-square, how to apply particular research techniques, but they also need to know which of these methods or techniques, are relevant and which are not, and what would they mean and indicate and why.

Thus when we talk of research methodology we not only talk of the research methods but also consider the logic behind the methods we use in the context of our research study and explains why we are using a particular methods or techniques and why we are not using others so that research results are capable of being evaluated either by the researcher himself or by others.

This section contains the methodological issues in research. It focuses primarily on providing help with then tools and techniques used in the research. These tools and techniques differ from discipline to discipline. Researchers also have specific blazes.

58 Some will prefer Qualitative approaches or vice-versa. Generally speaking, an integrated approach is advisable. A study that contains only qualitative data or solely quantitative data messes the rich texture of interpretation that an integrated approach makes possible. While this section may be organized in away that suggests a defined process, this is not the intention.

“Marketing research is the systematic design, collection, analysis and reporting of data and findings and relevant to specific marketing situations facing the company”.

RESEARCH OBJECTIVE

 To find out perception of customer’s toward various television brands  To find out customer satisfaction level in different television brands.  To find out market share in different television brands.

RESEARCH DESIGN

A research project conducted scientifically has a specific framework of research from the problems identification to the presentation of the reports. This framework of conducting research is known as the research design.

A research design is the arrangement of condition and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure.

Research design provides the glue that holds the research the project together. A design is used to structure the research, to show how all of the major part of the research project-the sample of or the group, measures, treatment of program, and methods of assignment- work together to try to address the central research questions. There can be following types of research design.

EXPLORATORY RESEARCH STUDY 59 Exploratory research study are also termed as formulate research studies. The main purpose of such study is that of formulating a problem for more precise investigation or of developing the working hypothesis from an operational point of view. The measure emphasis in such studies is on discovery of idea and insight. As such research design appropriate for such studies must be flexible enough to provide opportunity for considering different aspect of a problem under study. Inbuilt flexibility in research design is needed because a research problem, broadly define initially is transformed into one with more precise meaning in exploratory study.

DESCRIPTIVE RESEARCH STUDIES

Descriptive Research Studies are those studies which are concerned with are concerned with describing the characteristics of a particular individual, or of a group. Studies concerned with narration of facts and characteristics concerning individual, group or situation are all examples of descriptive research study most of the social research study most of the social research comes under this categories.

SAMPLING DESIGN

When field studies are undertaken in practical life, consideration of time and cost almost invariably lead to selection of respondents i.e., selection of only a few items. The respondents selected should be as representative of the total population as possible in order to produce a miniature cross section. The selected respondents constituted the ‘sample’ and the selection process is called sampling technique. The surveys so conducted are called ‘sample survey’.

A sample design is a definite plan for obtaining a sample from a given population. It refers to the techniques or the procedure the researcher would adopt in selecting items for the sample.

60 For collecting primary data from the sample customer though the questionnaire/answer protocol process, was used to get substantial amount of information from the members of the target population so that inductive, logic and probabilistic inferences, rather than deductive reasoning can be incorporated in study the career growth and job satisfaction of the employees. There can be following types of sampling design.

PROBABILITY SAMPLING:

Probability sampling is also known as random sampling or chance sampling. Under this sampling design every item of inclusion in the sample. It is, so to say, a lottery method in which individual units are picked up from the whole group not deliberately but by some mechanical process.

NON-PROBABILTY SAMPLING:

Non probability sampling is that sampling procedure which does not afford any basis for estimating the probability that each item in the population has of being included in the sample. On-probability sampling is also known by different names such as deliberate sampling, purposive sampling and judgment sampling. In this type of sampling, items for the sample are selected deliberately by the research.

CONVENIENCE SAMPLING

In convenience sampling selection, the researcher chooses the sampling unit on the basis of convenience or accessibility. It is called accidental samples because the sample unit enters by accident. This is also known as sample of the man in the street, i.e., selecting of units where they are. Sample units are selected because they are accessible. For example, in testing the potential new product, the sample work is done by adding the new product to the appropriate shops in the locality. Purchasing and selling of the new product is observed there.

61 STEPS IN SAMPLE DESIGN

Type of Universe: The first steps in developing any sample design are to closely define the set of objects, technically called the universe, to be studied. The universe can be finite or infinite. In finite universe number of items is certain, but in of an infinite universe the number of items is infinite i.e., we can not have any idea about the total number of items.

Size of Sample:

The sample size consist of 100 units out of which the most logical and non biased response are selected thus the sample size is taken out to be 96. This refers to the number of items to be selected from universe to constituent the names. This major problem before a researcher the size of sample should neither be expressively large nor should too small it be optimum.

Sampling Unit: A decision has to be taken concerning a sample unit before selecting sample. Sampling unit may be geographical one such as state, district, village, etc. or a construction unit such as house flat, etc, or it may be social unit such as family, club school etc, or it may be an individual. My sampling unit is Customer in Lucknow City.

DATA COLLECTION

62 The task of collecting the data begins after a research problem has been defined and research design/plan chalked out. While deciding about the method of data collection to be used for the study the researcher should keep in mind two types of data viz., primary & secondary.

Secondary Data: the secondary data are those which have been already collected by someone else and which have already been passed through the statistical tool. “Secondary data are statistics not gather for the immediate study and hand but for some other purposes”

Secondary data can be classified into:-

1) Internal Secondary Data: “ Data that are originated within the firm for which the research is being conducted are internal data. If they are collected for some other purposes, they are internal secondary data”.

2) External Secondary Data: The second form of secondary data is external sources which is generally published and are available in different form and different sources.

Tools of Secondary Data collection:

Primary data: The primary data are those which are collected afresh and for the first time, and thus happen to be in original in character.

“Primary data may be described as those data that have been observed and recorded by the researchers for the first time to their knowledge”.

63 Tools of primary data collection: There can be various tools for primary data collection like Questionnaire, Interview, Observation, Telephonic interaction etc. For the purpose of study Questionnaire is used as an instruction for data collection.

INSTRUMENT USED IN DATA ANALYSIS IS RATING METHOD

Questionnaire:-

This method of data collection is quite popular particularly in the case of big enquiry. It is being adopted by private individual, research worker, private & public organization & even by the government. In this method a questionnaire is sent to the person concerned with a request to answer the question and return the questionnaire. A questionnaire consists of a number of question printed or type in a definite order on a form of or set of forms. For the purpose of study close ended, multiple choice structured questionnaire having 11 questions has been used.

64 65 66 1. How Many Television Brand You Know?

(i) L.G. (ii) Videocon (iii) Sony (iv) Philips (v) Onida (vi) Samsung (vii) Others

INTERPRETATION

In the survey conducted by me, I have found that people are Television brand like:

67 L.G - 30% Videocone - 16% Sony - 13% Philips - 9% Onida - 11% Samsung - 12% Other - 9%

2) At the present time which brand of T.V. you are using?

INTERPRETATION:

In the survey conducted by me, I have found that in future in case of exchange offer or change so people mind perception is:

L.G - 30%

68 Videocone - 13% Sony - 12% Philips - 10% Onida - 8% Samsung - 15% Akai - 2% Oscar - 1% Other - 6%

3. How many years do you have television?

(i) Less than 1 year (ii) 2 – 3 year (iii) 3 – 5 year (iv) More than 5 year

69 INTERPRETATION:

In the survey conducted by me, I found that 5% people have television from less than one year and 15 % people have television from 2-3 year and 25% people have television from 3-5 year and 55% people have television from more than five years.

3. Which brand will you prefer in future in case exchange offer or Change?

(i) L.G. (ii) Videocon (iii) Sony (iv) Philips (v) Onida (vi) Samsung (vii) others

INTERPRETATION:

70 In the survey conducted by me, I have found that in future in case of exchange offer or change so people mind perception is:

L.G - 30% Videocone - 19% Sony - 12% Philips - 10% Onida - 8% Samsung - 15% Other - 6%

5. Why will you prefer that particular brand?

(i) Price (ii) sound (iii) features (iv) others

71 INTERPRETATION:

In the survey conducted by me, I have found that why people prefer that particular brand so result is that 35% going with Price 35% going with sound 25% going with feature and 5% going with other.

6. Do you get satisfaction after purchasing your own brand?

(i) Yes (ii) No (iii) can’t say

72 INTERPRETATION:

In the survey conducted by me, I have found that people get satisfaction after purchasing own brand 65% people said yes and 30% said no and 5% said can’t say.

7. After purchasing TV. Do you satisfy from after sales services?

(i) Yes (ii) No (iii) can’t say

73 INTERPRETATION:

In the survey conducted by me, I have found that people get satisfy from after sale services 45% people said yes and 30% said no and 25% said can’t say.

8) Which brand do you think provide the largest model ?

74 INTERPRETATION:

In the survey conducted by me, I have found that people think that brand which provide the largest model is: L.G - 30% Sony - 40% Videocone - 25% Samsung - 5%

9) Which brand do you find most popular among your relatives And friends?

75 INTERPRETATION:

In the survey conducted by me, I have found that people think that brand which provide the largest model is: L.G - 40% Sony - 30% Videocone - 25% Samsung - 5%

10. At present, Do you agree that T.V company giving you competitive 76 Price and model?

(i) Yes (ii) No (iii) can’t say

INTERPRETATION:

In the survey conducted by me, I have found that people are agree with competitive price and Quality of Television company 40% say yes and 30% say no and 30% can’t say.

11). If Television Manufacturing industry introducing new T.V. then company has to focus on which area?

77 (i) Schemes (ii) Quality (iii) Features (iv) Discount (v) Technology Improving (vi) others

INTERPRETATION:

In the survey conducted by me, I have found that people are going with:

Schemes - 21% Quality - 30% Feature - 30% Discount - 5% Technology Improving - 8% Other - 6%

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RECOMMENDATION AND SUGGESTION

Today life seems impossible without the electronic that form a major part of human life. Can you imagine an evening without the television set? Or a hot cup of coffee at the press of the button ? The convenience of living a bachelor’s life thanks to the microwave?

Electronics is seeing such advancement that scientists in the recent past are working towards bringing to the fore the functioning of artificial intelligence. Which they claim would reduce man’s load by almost half. Wow seems totally amazing!

Well on the brighter side life may become fast paced and simple, as everything would happen with the press of a few buttons once the wired connections have been made: but then there is the flip side- becoming a slave of the automated life. This basically implies that in case of an electronics breakdown, the first thing that a person does is press the panic button and then feel totally immobile and paralyzed until things are necessary to balance life- manual and electronics. On the basis of finding of the survey I am here by suggesting some points:  Company should give emphasis on the sales promotion measure in order to increase the brand awareness.  profile can further in hence the sales as many of the people do not find it appropriate to invest in such at thing bearing this much price as one time.  At least there must be some types of advertisement campaign to promot the sales of television in Lucknow

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CONCLUSION

Television industry based on fast consumer goods and the better opportunity is there for entrepreneur. Demand of television never decline and tat is there for entrepreneur.

Demand especially from old generation continues to be unsatisfactory and to have a negative impact on the dynamics of commercial interchange production volumes and pricing policies end up adapting to this situation with strategies that aim essentially at defending positions. Industry is aiming at young generation.

In the meantime however television companies are being asked to continue their efforts to maintain their competitiveness. This is also because some difficult situation are beginning to spread in the industry and companies must strive to avoid losing their competitive edge.

We can summarize as:

 L.G is on the top spot.  L.G and Videocon has a brand image and generic name in Electronic goods.  Industry most of the customer have the preference of Sony over the other brand.  The consumer only switched to other brands when the price range is too high.  L.G, Videocon and Sony are the major competitors in Industry.  Samsung has very good distributional channel in comparison to other brands.

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Limitation

Major limitation which was faced during this project is

 Limitation of non responsiveness of customers.

 The result could not be exact and accurate measure of the phenomena under question due the exploratory of them study.

 The information with the respondents may not be very accurate.

 This study was self finance hence the survey was under financial constraints.

BIBLIOGRAPHY

84 THE book and other help referred during the development of this report are as follow:

1) kotler, Philip “Marketing management” published by pearson (singapour) Pvt. Ltd. 2) Kothari, C.R “Research Methodology” published by new age international (p) ltd.

 www.google.com

 www.television.com

 www.samsung.com

 Times of India

 www.iupindia.com

ANNEXURE

QUESTIONNAIRE

85

TOPIC: A study of marketing strategy of Television Industry in Lucknow.

Name: ______Contact No.______Address______

1. How Many Television Brand You Know? (i) L.G. (ii) Videocon (iii) Sony (iv) Philips (v) Onida (vi) Samsung (vii) Others

2. At the present time which brand of T.V. you are using? ______

3. How many years do you have television? (i) Less than 1 year (ii) 2 – 3 year (iii) 3 – 5 year (iv) More than 5 year

4. Which brand will you prefer in future in case exchange offer or change? (i) L.G. (ii) Videocon (iii) Sony (iv) Philips (v) Onida (vi) Samsung (vii) others

5. Why will you prefer that particular brand? (i) Prize (ii) sound (iii) features (iv) others

6. Do you get satisfaction after purchasing your own brand? (i) Yes (ii) No (iii) can’t say

7. After purchasing TV. Do you satisfy from after sales services? (i) Yes (ii) No (iii) can’t say

8. Which brand do you think provide the largest range of models ? ______9. Which brand do you find most popular among your relatives and friends? ______10. At present, Do you agree that T.V company giving you competitive price and Quality? (i) Yes (ii) No (iii) can’t say

11. If Television Manufacturing industry introducing new T.V. then company has to focus on which area? (i) Schemes (ii) Quality (iii) Features (iv) Discount (v) Technology Improving (vi) others

86 Date ______Signature:

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