Marketing of Indian

Consumer Electronic Goods

Prepared by:

Anubhuti Gupta
Sandeep Aggarwal
Varun Kumar
Ankit Goel
Kunjan Lal
 INDIAN CONSUMER ELECTRONIC
GOODS INDUSTRY

•Consumer electronics are the products that are used

everyday by the consumers. Consumer electronics
include the products that come under the category of
office products, communications, entertainment, and
daily need.

•The electronic industry in India constitutes just less

than 1% of the global electronic industry.
•
•The demand in the Indian market is growing rapidly
and investments are flowing very fastly in the
electronic industry.
 India’s Consumer Electronic
Goods background
•Following liberalization in the 1990s – growth of 30%
per annum driven by consumer electronics till
1994-95.

•Downturn in this industry after 1995 to 2001.

•Holding up well in 2001 , electronics output increased

by 15%, 17%, 7.8%, 7.4% and 22.4%, 24.3% in
2002, 2003, 2004, 2005 ,2006 and 2007, respectively.

•Forecast of 12-13% growth in 2009 due to worldwide

recession.
 Growth Drivers in Consumer
Electronics Sector in India
vA large and growing middle class

vGrowth in per capita income

•
vGreater variety of choices
v
vRetail boom
v
vAvailability of easy finance schemes
v
vLow penetration in rural areas
v
vAbundant engineering skills
v
vReduced import duty
v
vMore Research & development
v
 Latest Marketing strategy in
Electronic Goods
vProviding 24 hrs Internet services to buy products online.
v
vFocus on innovation to bring out new technology in products.
v
vTelevision ads, newspapers are major promotional tools.
v
vContracts with famous celebrities as brand ambassadors.
v
vFocus on after sales services.
v
vEasy availability of products in market.
v
vStrategy of “smaller, better & cheaper”
v
v
v
 TELEVISION
MARKETING IN
INDIA

• India is emerging as a big purchaser in the global

television market.
• Indians have shown remarkable interest in buying
televisions
• TVs as alternatives to LCD-TVs because of their
lower prices.
• In urban areas, consumers are looking for
replacement sets or buying second televisions.
 LG
• LG is the best TV selling brand in India till now.
•

• With the tag line Life’s Good, LG positioning is to differentiate

their product on the basis of technology which appealed to
the consumer on the basis of quality benefits.
•
• Tagline -- Life’s Good tells its corporate philosophy to make
people live better, convenient and healthier
•
• Their positioning strategy is to make technologically intelligent
and futuristic TV
•
• LG has differentiated its TV’S using technology and features.
•
• The CTV range has ‘Golden Eye Technology’.
•
 Samsung
• Samsung holds No.2 position in the TV category in India.
•
• It emphasizes on Product Innovation and R&D, which has
given the company a leading place in the market.
•
• Provide 24-Hour Service availability in all the cities having the
Authorized Service Centres
•
• Free-Service Camp- organized annually throughout the
country for the servicing of Samsung Products
•
• After Sales Service, with a motto of 'Speed, Smile and Sure'
is one of the primary concerns of Samsung India in selling
Tv’s
•
• A unique 'Octo Edge' technology is a Samsung master product
for its Tv’s
•
 Sony
• Sony holds No.3 position in the TV category.
• It will invest Rs 30 crore in marketing and
promotional activities.
• Sony trying to make LCD TV’s cheaper than
Plasma
• Sony is also in talks with several broadcasters for
developing High Definition (HD) television to
extend its leadership in the segment.
• Sony trying to capture 80 %of the global HD
television market, and try to establish a strong
base in India.
 Competitive analysis

• The market share shows that Samsung ,LG and Sony are
the main competitors in India
• The target audience of all three companies are almost
same.
•
but LG is superior because of its strategy to tap rural
markets also.
• Product category are more or less same
• Competition is on the basis of more features, cost & quality
• Close fight between the companies.
• Everyone wants to acquire the major market share of TV.
• Internet services are best by LG.
• After sales services are major criterion to create image in
television market.
•
•
• Communication strategy of LG
•

•
-Tag line “Life’s Good”
•

•
-LG positioned itself as a Indian brand. They are
hitting at the emotional attributes of Indian
consumer.
•

•
- For television market they are using child,
because child play the role of influencer in
purchase of TV set
•

• Its communication message is totally based on

health message like Golden Eye technology.
•
• Communication strategy of Samsung
•
-Tag line “Duniya Hai Gol”
•

• They positioned itself as a brand which offers

freshness and technologically strong
•
• Samsung in India signed seven cricket celebrities
to cash the image and popularity of cricket
•
• In order to create brand awareness, they come
up with ‘Team Samsung India”
•
• Communication strategy of Sony
• Tag line -- "Like.No.Other”
• Sony is trying to make better quality & more
featured TV’s to capture Indian market.
• Sony wants to be a number 1 brand in TV within
few years by emphasizing on marketing &
promotional strategies.
• Will focus on variety of cost reduction measures
to restore the business to profitabilty.
•
•
•
WASHING MACHINE INDUSTRY
IN INDIA

INTRODUCTION

•1500 crores industry

• Annual growth rate of 22%

Following factors are responsible for its

growth:
•
•Increase in nuclear families
•Rapid urbanization
•Increasing number of working women
•Increase in disposable income
•Highest market share of 27 %
•Punch line: Life's Good
•Largest front loading TROMM series
futuristic features such as fuzzy logic
•Ensures once you press start button ,
smart sensors automatically detects
the laundry load and water level
•Machine also detects excessive foam
formation
•Delay timer, child lock and rat cover
• LG does not uses any celebrity for
marketing in India
• Marketing is purely based on
features
• i-sensor technology- combination of
7 sensors
• It offers tangle free clothes less wear
and tear and complete yet gentle
cleaning.
• Available in 4 different colours
•Market share of 17%
•Unique 6th sense technology for
optimum water, detergent and
temperature levels based on wash
loads
•Stain wash: brings together
unique properties of hot wash &
1-2 ,1-2 hand wash to completely
remove all common household
stains
•Marketing based on features as well as
excessive use of celebrity couple
•Beautiful and vivacious kajol
•The intense emotional actor Ajay Devgan
•The tagline which relates to the women very
aptly
•You and whirlpool – the world’s best home
maker
•Market share of 14%
•Silver nano & diamond drun
technology, over 10 million
US$ invested in R&D for it.
•It combines disinfectant
&antibiotic properties of
electrolytic silver nano(Ag+)
to remove harmful bacteria.
•Marketing purely based on its technology
•Punch line: Everyone’s invited
•Double storm pulsator: better wash results & reduces
fabric entanglement
•It powerfully pumps water from numerous holes in
pulsator ,with specially designed scrubbers on its
surface which increase wash action leaving clothes dirt
free
•Super dry technology:10 minutes timer powered to
achieve the best possible drying be it winter or
monsoon
 REFRIGERATOR
Industry in India
OVERVIEW
 OVERVIEW
• Refrigerator market is valued at around
4000 crores.
• Refrigerator market is growing 7-8%
annually
• Not only the price but others factors like
Product performance, Delivery process,
marketing process and After sale service
also affects the purchase decision.
• It is expected to grow at 11% in near
future
Market players with their
market shares
 Market strategies
LG
•

• It will soon be featuring Abhishek

Bachchan
• It will run a 360 degree media plan
• With the tag line LIFE’S GOOD its
corporate philosophy is to make
people lives better,convienient and
healthier
 Market strategies
WHIRLPOOL
•

• It is involving Ajay and Kajol Devgan

as its brand ambassadors to
increase the sales figure.
• Its came up with a new tag line
YOUR MAGIC IS HOMEMAKING
• It is aggressively spending on its
innovativeness
•
 Market strategies
SAMSUNG
•

• Brand communication message :DigitALL

Inspiration
• They positioned itself as a brand which
offers freshness and technologically
strong
• Samsung signed seven cricket celebrities
to cash in the image with “Team
Samsung India”
• Company lined up 11 dream home road
shows and strengthening its retail
Value v/s Volume
 Role of Consumer
• LG pilots the after sales services
• Whirlpool leads the race in terms of product
usage and performance
• Samsung is more known for their delivery
process
• Godrej and BPL are best both at consumer
schemes and promotion.
•

•
Both LG and Samsung leads from the front
closely followed by the whirlpool in
consumer satisfaction index.
AIR CONDITIONER
•
INTRODUCTION
•
• Cooling and dehumilation
• 2.25 million units market size
• Substantial growth
•
growing industrialization
•
an expanding middle class
•
reduction in price
•
environmental conditions
•
 AIR CONDITIONER
• VOLTAS is leading AC’S
in
•
India market
•
It is a TATA Enterprise.
•
Highest market share of
30%
•

•
Only indian company with
competent in all aspect of air
conditioner
 MARKETING STRATEGY
•
• AGGRESSIVE MARKETING
EFFORTS
• NICHE MARKETING
• MULTI PROLONGED STARTEGY
• SELL THEIR AC’S AT DISCOUNT
TO TCS EMPOLEES
 Punch line
•
INDIA KA DIL
•
INDIA KA AC
•

•
•
Acs WITH IQ
 COMPETETIVE BRANDS
• LG ELECTRONICS • SAMSUNG
•
KOREAN COMPANY •
KOREAN COMPANY
with market share With market share
of 27% of 22%
• •
Marketing purely
•
FLAWs based on technolgy
•
Poor response of
•
FLAWS
service centre •
Ineffective cooling
•
Abnormal sound •
Service and its
charges
 CONCLUSION
•So, we have seen that for these 4 products, companies are trying their
best to acquire the every possible chance to sell their products.
•
•The future of electronic industry is very bright because of the large
market & doubling of disposable income of Indians in the last 5 years.
•
•But present global recession has made a impact on electronic
industry as well.
•
•Sales of almost all electronic goods has fallen down even in India.
•
•Need to focus on cost reduction.
•
•Making best quality products with best services at reasonable costs.
•
•More focus on R&D is required to meet Indian consumers demand.
•
•
•