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Waking the Dead

Waking the Dead. Team: SIBM Rifles. Dyanora Evolutionary Cycle. 1 975-81. 1982-90. 1991 onwards. Industry Analysis. Market Size (By Volume). 10 X. 1 X. Market Size (By Brands). 2011. 2011. Contribution to total FPD sales.

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Waking the Dead

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  1. Waking the Dead Team: SIBM Rifles

  2. Dyanora Evolutionary Cycle 1975-81 1982-90 1991 onwards

  3. Industry Analysis Market Size (By Volume) 10 X 1 X Market Size (By Brands) 2011 2011

  4. Contribution to total FPD sales Industry is witnessing a strong trend in the form of LED display getting preference over LCD display 2010 2011 Market Size (By Screen Size) Consumers are demanding considerably bigger screens than what they were demanding 5 years ago 2011

  5. Competition Analysis Panasonic Toshiba Videocon Sony Samsung LG Haier Onida Philips • Evolving technology in 3D • Other USPs---smart functionality and design • Special promotions for 3D (experiential platforms): • Mall activations • Game festivals • 140 brand shops • Increase penetration in Tier-II and Tier-III cities thru distribution • Showcase technology thru increased customer interactions • Smart TV + Browser function + Localized apps All 3 types (LCD, LED, Plasma) Added innovations of HD, 3D and smart TV concept 17000 retail points • 5000+ retail counters • To include 2000 stores of own retail initiative: DIGIWORLD • Youth—biggest Target segment • New products are connected with consumers Emphasis on technology, quality, innovation, value and service penetration Exclusive brand stores: 167 Haier Experience centers Increased range of LCD & LED Most significant introduction: Onida Smart 3D LED TV Media: TV + Press • Best picture-quality in LED TV • X-reality engine • Intelligent peak LED • Motion flow technology • To increase dealer network to 6000 • Aggressive distribution strategy • Mega marketing campaign • Popularity of Toshiba Power TV (LCD+LED) 1500 dealers + focus on dealer expansion Premium shops: Philips Arenas

  6. Brand Positioning Who am I? What am I? Product from the makers of early B&W and Color TV in India Product of urban/modern lifestyle showcasing the aspirational needs Target Market and Characteristics • Married • In early 30’s and 40’s • *Annual disposable income < 2 lacs • Tier-II and Tier-III cities having *population < 4 million • Either do not own a TV or uses traditional CRT • Occasionally or regularly watches TV with the family • Occasionally or regularly host friends and relatives to home • Aspires for urban/modern lifestyle • Earned a respect in the society • Wants to show-off product to friends and relatives

  7. Brand Relevance Factors Can the brand regain some of its former glory? • Low awareness and almost zero top-of-mind recall • Increased awareness by making it relevant to present time • Depicting the product from urban/modern lifestyle Can its old positioning be enhanced through new positioning that is relevant and will stand out? Brand Positioning: 1975-2000 Product with latest technology to get in touch with the things going around one’s life (mainly news) Proposed Positioning Leverage Factor: A product of urban/modern lifestyle with latest technology Emotional Appeal: Created Specially for you, sharing delightful today and extra-ordinary tomorrow

  8. Correcting the mismanagement of brand Brand Revitalization Strategy • No compromise on the quality • Investing in the brand to create brand awareness and recall • Carefully monitoring the target market for the changes in the lifestyle

  9. Product Mix Financials

  10. Distribution Strategy Margin structure • Margin range: 4-9% • Our target: 5% • Competition: • LG: 4.1% • Sony : 5% • Samsung: 9.1% • Dealer margin: 5-7% • Our target: 5% Service A single service centre in each city in the first year Service centers established on franchisee model Yearly training to be provided to service executives Channel strategy • Since our objective is to gain maximum market share at an optimal service level • Each city to have at least 1 exclusive showroom for the feel factor • 26 cities • Population • > 1 million • cities • Population • > 0.5 million

  11. Promotion Strategy • In the Product Life Cycle, Flat Panel Display is currently in its growth phase • Usage of persuasive advertising with the objective to increase brand awareness Communication Platform Communication Details Communication Duration Reach potential

  12. Appendix-1

  13. Appendix-2

  14. Appendix-3 • A study of consumer lifestyle behaviour with special reference to color televisions • Vijay R. Kulkarni | IJRMEC | Volume 2, Issue 5 (2012) • Digital Dawn – The metamorphosis begins • FCCI – KPMG | Indian Media and Entertainment Industry Report 2012 • Can a dead brand live again • Rob Walker • Reviving weak and dead brands: Insights from theory and practice • Sunil Thomas and ChiranjeevKohli • Color Televisions – Annual Report • An ADI Media Publication|TVVeoparJournal|April 2012 • Dyanora: RIP(1975-1995) • Harish Bijoor | 10th February 2009 • Samsung eyes 35 pc share of flat panel TV market in India • The Economic Times | 17th May 2012 • We have established a strong distribution system • 4Ps B&M • TV makers to move away from LCDs to LEDs • The Times of India | 21st may 2012 • LG returns to profit as TV sales improve • ft.com  | 25th April 2012 • Samsung Electronics posts best-ever quarterly net profit in 2Q • The Wall Street Journal | 27th July 2012 • Sony's new CEO vows to revive company • The Wall Street Journal | 12th April 2012

  15. Thank You

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