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TV: A brand known to all but yet to go a long

TV: A brand known to all but yet to go a long. www.assignmentpoint.com. Background. Television Industry Black & White transmission in 1964 by BTV Full color transmission in 1980 Cable TV network in 90’s Become a necessity for household A market of BDT 800 crore / year.

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TV: A brand known to all but yet to go a long

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  1. TV:A brand known to all but yet to go a long www.assignmentpoint.com www.assignmentpoint.com

  2. Background • Television Industry • Black & White transmission in 1964 by BTV • Full color transmission in 1980 • Cable TV network in 90’s • Become a necessity for household • A market of BDT 800 crore / year www.assignmentpoint.com

  3. Background (contd.) • Bangladesh’s Television Market 2005 www.assignmentpoint.com

  4. Background (contd.) • Philips • Established in 1891 in Eindhoven, the Netherlands • Started by producing lamps • Global leader in electronics, home appliances and medical appliances • Operation in 60 countries with 184,000 employees www.assignmentpoint.com

  5. Background (contd.) • Transcom Group • Established in 1885, started with Tea Holdings • One of the most reputed and successful business house in the country • Important business concerns include • Transcom Electronics, Bangladesh Lamps, Eskayef, Mediastar, Transcom Distribution, Transcom Beverage, Transcom Foods etc. www.assignmentpoint.com

  6. Background (contd.) • Transcom Electronics Ltd. • Started as Philips Bangladesh Ltd. Back in 1962 • In 1993 Transcom Group bought 60% share of Philips Bangladesh from NV-Philips Holland • After that it became Transcom Electronics Ltd. (TEL) • TEL uses PHILIPS brand name in royalty basis www.assignmentpoint.com

  7. Marketing Strategy • Market Segmentation • Necessity Product • All Age group • No gender differentiation • Lower middle class to upper class www.assignmentpoint.com

  8. Marketing Strategy (contd.) • Product • Range of products to meet needs of all segments • Product features • Pixel Plus 2 • Digital Noise Reduction • AmbiLight • Active Control System • Multiple Pictures in Mode • Wide Viewing Angle www.assignmentpoint.com

  9. Marketing Strategy (contd.) • Price • Targeting all target segments • Ranging from BDT 10,400 to BDT 450,000 depending on the features www.assignmentpoint.com

  10. Marketing Strategy (contd.) • Promotional & Advertising Strategy • Trade Promotion • Cash Re-bet • Free products for certain level • Transport Support Scheme (TSS) • Dealers incentive scheme • Customer Promotion • Exchange Offer / Gift offer • Financial Assistance • Cash Discount • Scratch Card www.assignmentpoint.com

  11. Exchange Offer / Gift Offer Financial Assistance Cash Discount Scratch Card Marketing Strategy (contd.) Different Customer Promotions www.assignmentpoint.com

  12. Distribution Network Source: Transcom Electronics Ltd. Warehouse Distributor Whole Seller Auto Van Retailer Consumer Marketing Strategy (contd.) • Distribution Strategy • Distribution Business Channel • Light & Electrical Channel • Consumer Electronic Dealer Network • Retail Business Channel www.assignmentpoint.com

  13. Marketing Strategy (contd.) • Brand Strategy • Blending into interior • Design • Event Based Marketing • Trade Show • Sponsorship www.assignmentpoint.com

  14. Marketing Strategy (contd.) • Brand Personality • Economical • Excellence in Technology • Reliable • Sleek Look • Competency “Household Necessity with Maximum Functionality” www.assignmentpoint.com

  15. Marketing Strategy (contd.) • Brand Equity • Continuous enhancement in performance • Maintaining the increased reliability • Continuous value addition • Associating status and lifestyle • Excellent after-sales service www.assignmentpoint.com

  16. Consumers’ BehaviorExternal Influences • Demographics • Age & Gender: All age group and gender orientation • Education: Minimum HSC level • Income: More than BDT 10,000 • Culture and Sub-culture • Youth orientation • Family orientation • Group influence • Status • Materialistic www.assignmentpoint.com

  17. Consumers’ Behavior (contd.)External Influences • Social Status • Different communication for different social classes • Product features designed to tap different social class • Group Influence • Consulting with peers, family members, coleagues • Sharing experiences • Information and opinion influence by the users www.assignmentpoint.com

  18. Consumers’ Behavior (contd.)Internal Influences • Motivation • Maslow’s Hierarchy of Needs • Belongingness • Esteem • McGuire’s Need Hierarchy Model • Need of Expression • Need of Ego-defense • Need of Affiliation • Emotion • Pleasure • Pride, Affection, Serenity, Joy, Competence • Arousal • Involvement, Surgency www.assignmentpoint.com

  19. Consumers’ Behavior (contd.)Internal Influences • Attitude • Emotional appeal • Value expressive vs Utilitarian appeals • Learning • High involvement product • Vicarious learning approach www.assignmentpoint.com

  20. Consumers’ Behavior (contd.)Internal Influences • Memory • Short-term Memory • Repetition of advertisements • Long-term Memory • Connecting and evaluating the stored information www.assignmentpoint.com

  21. Consumers’ Behavior (contd.)Internal Influences • Perception • Retail strategy • Brand name and Logo • Advertisement • Ambush marketing www.assignmentpoint.com

  22. Prestigious, Elite, Luxurious ● Sony ● Philips (Ideal) ● LG Fun, Sporty, Stylish Staid, Dull, Older ● Samsung Singer ● ● Philips (Actual) Chinese Brands ● Practical, Common, Economical Consumers’ Behavior (contd.)Internal Influences Product Positioning www.assignmentpoint.com

  23. Consumers’ Behavior (contd.)Internal Influences • Need – Benefit Analysis • Company good will • Country origin of the product • Price • Picture/ Display quality • Sound • Durability • Design • Convenience • After sales service • Accessories www.assignmentpoint.com

  24. Self-Concept and lifestyle • Customers’ Self-Concept • Middle Class • Calm, economic, submissive, simple, influenced by the group • Upper Class • Practical, youthful, trendy, family oriented, value gratification • Lifestyle • Strivers • Status oriented • Focus on own families • Value functional products • Experiencers • Action oriented • Highly ambience • Extremely spendthrift • Varity seekers, go for off beat products www.assignmentpoint.com

  25. Recommendation • Brand building activities • Brand re-positioning • Feature oriented advertisement for the local market • Customers’ need based market segmentation and marketing strategy • Clear and simple communication for product differentiation www.assignmentpoint.com

  26. Take Away • Dependent on the distribution strategies rather than marketing efforts. • Lack of top of the mind brand awareness • Very little or no brand building activities. • Failed to cash the advantage of being pioneer in latest technologies. • Permanent image of low-price-medium-quality TV producers. • Enjoys the image providing value for money. • Strong visibility in rural area • Market penetration capability by low cost leadership www.assignmentpoint.com

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