final sony pvt ltd
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INTRODUCTION
INTRODUCTION TO TELEVISION
TELEVISION is a device by which still or moving pictures and sounds
are transmitted and received simultaneously through ratio waves. This
allows the viewers to see and hear reproduction of distant scenes &
events.
THE word TELEVISION is derived from the Greek word TELE
means at distance, & the Latin verb vision: means I see.
TELEVISION was not invented in a day or by a single person. It is an
outcome of the constant efforts made by a large number of scientists
such as GEORGE CARLEY, W.E.SAWYER, V.K ZWORKYKIN, and
J.L.BAIRD etc. over a long period of time.
The real credit of worlds first successful transmission of TV pictures in
1926 goes to JHON LOGIE BAIRD of Britain.
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TYPES OF TELEVISIONS:
There are two types of Televisions, they are
1. BLACK & WHITE
2. COLOUR TELEVISION
BLACK AND WHITE
At the transmitting station, a television camera takes picture of
person or scene to be transmitted when the light from the scene falls on
a plate on the camera, electrons are emitted. The scene is scanned & the
image is converted into electrical signal. These are called video signals.
After amplitude modulation video signals are transmitted.
Simultaneously doing frequency modulation also transmits the voice of
the speaker. Both the video & audio signals are received by the antenna
of the TV set & are reconverted into original picture & voice by the
receiver.
COLOUR TELEVISION
A TV camera at the studio converts the image of the scene into
electrical signals. In colour TV camera, there are three tubes, which
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separates the light from the image into red, green & blue with the help
Of diachronic mirrors. Then scanning is done. After if the picture is
feed to the transmitter. Sound in the studio is picked up the
microphones & after frequency modulation it is also transmitted. The
video and audio signals are transmitted on radio waves. The aerial of
the TV set receives these waves. The set reconverts the signals back
into back the pictures & voice by the receiver.
FIRST REGULAR TELEVISION TRANSMISSION SERVICES
STARTED IN THE WORLD
The first regular transmission services was started the
ALEXANDER PALACE OF LONDON on 2nd NOVEMBER 1936.
Since the invention of television is no turning back to the television has
undergone a tremendous change and improvement it as first transmitted
in black and white and then later came the colour telecast with true to
life colour and perfection.
TELEVISION today has become the basic and the most important
media for business news entertainment etc which was a mere source of
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education and curiosity when it came into being television has been
revolutionized with the application of satellite technologies variety of
channels from different countries can be viewed at our home by a mere
installation of disk antenna in today life television has become a
necessity rather than a sources of entertainment.
Today due to a change in the world of technologies the television sets
come with different sophisticated feature like remote control tinted
pictures tube auto search and memory function stereophonic sound
system flat pictures tube pictures in picture auto nap program memory
sleep time picture sharpness control etc the shape and size of the
monitor today come out with large channels memory of up to 99
channels with guaranteed durability year after year all these features
have made television watching not only enjoyable but also more
pleasurable than even before.
TELEVISION IN INDIA
In India T V transmission services started on the 15 th September
1959 in Delhi.
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Television in India no over 337 years old in the past four decade
television in India has experienced considerable change which have
been examined by research in different waves.
After independence the then prime minister of India
JAWAHARLAL NEHRU place the development of television as a
crucial issue on the national agent following is the growth of television
in India can be traced along two axis first there where technologies
innovation that made experimented television possible ultimately
leading to the current form of broadcasting that includes a combinatory
of satellite connection micro wave links and colour broadcast
simultaneously there where refinement in then variety of program on
television as it is graduated from a education medium to a limited time
one that now including a large range of program.
In this process of development there were two issues that were
focus of on going debate the first was the concern of the arrival of
medium of entertainment rather then education and secondly the
constant ten on the relieve do ordarshan of direct govt control to
provide a sense of autonomy to the broadcast institution
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Experiment with television begins in India as early as 1959 TO
start with the scope of program was restricted to educational broadcast
for a limited area around NEW DELHI.
The programs were primarily meant for medium & high school &
were beamed at publicity-funded school in around NEWDELHI. Which
were provided with television receivers in classrooms. The principal
goal of these programs was a to supplement classroom based education.
In addition there were some programs meant for farmer sin the
agricultural areas around the capital. These programs offered
instruction on faming method, notes on hygiene, method of family
planning & similar instructional fare. There were also some
entertainment programs to supplement these broadcast, which were
primarily based on Hindi feature films & sons. The variety of programs
was limited. This was first phase.
The second phase was highlighted with expansion of broadcast to
the rest of country. During the years 1970 to 1982. almost very part of
the Indian subcontinent was covered by television broadcast. The
finally came to break through in the history of Indian Television in the
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year 1982, the ASIAN GAMES were held in NEW DELHI, and
Doordarshan took the initiative to broadcast its telecast in Colour. Since
then the Indian, television has evolved into what it is today
Finally the Indian audience saw the entry of foreign channels in
to Indian during the years 1990091, through the satellite linkage. This
was followed by the entry of Indian private channels into the main
stream, which totally changed the outlook of Indian television. The
entry of similar private channels in the mainstream lead to competition
among them, thus benefiting the Indian audience with more better
quality programs & broadcasts.
Thus the television in has evolved into enterprises, which was
Initially restricted to education in and around NEW DELHI to what it is
today.
Finally the television industry in India is changing drastically in
constant changes in people habit the growing urbanization shifting
social value altered life style and constant development in the world of
technology television is no more consider as the luxuries item but on
the other hand T V has become an essential product for one and all
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television once called as the IDIOT BOX is know consider as a
INTELLIGENT BOX because of its multiple uses.
TELEVISION INDUSTRY
The TELEVISON INDUSTRY of our country is expected to
reach new peak in production in 1959 at more than seven million sets
thanks to satellite boom and reduction in excise duty as well as in
import duty announced in the central budget in 1994-19995 and in
1995-1996. The television industry seems to emerge out of deep
recission, which had over powered in the year 1990 - 1992, the small
upturn witnessed in 1993 failed to raise the spirit of the industry but
continued up surge seen in the year 1994 and the persistence of the
upward march in the first quarter of 1995 has once again infused the
life into this industry the trade sources predict that the television
industry would seek a new peak in production at more tan seven million
sets in 1995,
ALL TIME HIGH FOR THIS INDUSTRY.
The credit for this revival in T V industry largely goes to the
satellite and cable television boom. Besides the satellite invasion
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the minister of finance desires to be congratulated for having
reduce the excise duty on T V by one third the import duty on television
components reduces 25% in 1994-95 this couples with a drop in excise
in duty lowered prices of TV sets and widened the size of the market
There are two major factor which dictates the size of the TV
market in the country they are prices and the quality. For the upper and
middle income of the families reduction in the prices of the TV may not
mean much but for the low-income families it is not less then a boom.
It may be noted that the colour TV market in our country is
hardly one fourth of the B&W TV market pointing to the fact that the
not too-rich families are being attracted to the B&W TV. Among the
consumer durable, TV occupies the top position followed by others
such as radio, fan sewing machine etc.
The QUALITY OF INDIAN TV SET is comparable with the
best in the world. When TV's of the same size & prize range are
compared. Among the leading brands SONY, BPL, VIDEOCON &
ONIDA are in the forefront and there are hardly any differences in their
quality.
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ENTRY OF MULTINATIONAL COMPANIES
It is tough job indeed, to select a Colour television from the
galaxy of ranges and models now available in the market. There are
many international brands like SONY, ONIDA. Managing Director,
SONY MIRCHANDANI states that ONIDA is not afraid of any
foreign brands SONY, NATIONAL or PHILIPS, He ventured the view
point that the foreign brands would have to be afraid of ONIDA
because of its firm grip of the Indian market is biggest leveler, and they
we will see who stays and goes.
Going by the Governments current political predicament, it is
doubtful it the consumer electronics industry will get any relief on
duties in the common Budget. And the MNCs are ready to splurge on
advertising as well as give dealers the most attractive terms. Their main
aim now is to grab market share at whatever cost rather than worry
about profits. This is what makes the fight all should be interesting to
follow now Indian TV maker match the multinationals strategies in the
days to come.
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EXPORTS
Indian leading components like BPL, VIDEOCON AND ONIDA
are exporting the TV sets to various countries. In the year 1992 the
number of B&W sets exported (152, 486 TV sets) was three times that
of colour TV sets exported (47,9933) but the foreign exchange earned
was less than that yielded by Colour TV sets i.e. (B&W Rs. 237.6
million and Colour Rs. 321.9 million)
The number of B/W TV sets exported in 1993-94 was almost
equal to that of Colour TV sets but the foreign exchange was almost
one fourth of that yielded by Colour TV sets. i.e. (B/W number of TV
sets exported 67,195, amounting Rs. 127.6 million, and Colour TV sets
68,064 exported, amounting Rs. 449.6 millions) obviously the export of
B/W sets is the decline while that of Colour TV sets is on the rise. This
trend is likely to prevail in the coming years as well.
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INTRODUCTION TO MARKETING
Marketing occupies an important position in the organization of
business unit. Traditional view of marketing assets that the customer
will accept whatever product the seller presents to them. In this way the
main concern of the customer. But this point of view of marketing has
changed.
The modern marketing concept is viewed from the customers
point of view. Marketing is centered on the customer. Producer does
not produce what ever he lives but whatever consumers wants.
PHILIP KOTLER has rightly remarked, Market is analyzing,
organizing, planning, and controlling of the firms customer impinging
resources, policies, activities with a view to satisfying the needs and
wants of chosen customer groups at a profit.
MARKETING performs all those functions, which are necessary
to pass on goods from producer to the customers in a process to satisfy
their needs. Thus the prime objective of modern marketing is the
satisfaction of customers needs. Therefore, marketing functions are not
Limited to the functions of bring and selling but they include functions
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Necessary to satisfy the customers such as financing,
Storage, risk bearing after sales services etc. thus one can safely
say that MODERN MARKETING STARTS AND ENDS WITH
CONSUMER.
In a business firm marketing generates the revenues that are
managed by the financial people and used by the production people in
creating products & services. The challenge of marketing is to generate
those revenues by satisfying customers wants at a profit & in a socially
responsible manner.
MARKETING is the process by which sellers find buyers & by
which goods and services move from producers to consumers. There
are many marketing process, other marketing activities include
financing by banks and delivers to shops and homes. Marketing is so
important to industry that about half the cost of goods and services
results from the marketing process.
MARKETING is quite an old profession, but still be assuming
new dimensions, it looks new & it is attracting many people to this
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Profession with the introduction of BARTER EXCHANGE
market
Activity started functioning. But the marketing has seen the light
of the economics, the mother science of marketing, contained all the
process of market, it did not expose the ideas prosperity. Because of
this marketing developed as anew area of study & practice in the 20th
Century. It has passed through many phases and is aiming to
attain new heights. The goods and services considered to be the
preserve of rich at one time have reached the common man today, due
to unstilted efforts of the marketing activity. Television, type recorded,
mixer, etc. have become a necessity in large majority of the households.
Majority appliances. The task of the kitchen work is made easy. All
this has appliances. All this has appliances. All this has been made
possible, because of the developments of marketing. As the twenty first
century is fast approaching, marketing is becoming more attractive at
the company, state, national & international levels. In the early days,
there was no difference between Selling & Marketing. But today
the difference between these two terms has been clearly made.
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MARKETING According to WILLIAM STANTON.
Marketing is a total system of interesting business activities designed
to plan, price, promote & distribute want satisfying products and
services to present & potential in customer. Thus the main idea behind
the concept is customer-satisfaction. Selling is normally concerned with
the transfer of goods and services to the consumers or prospective
consumers for the exchange of money. It is one of the important
functions of marketing.
Many organizations have involved in developing marketing
activities of satisfy the needs and wants of a group of customers. This
segment concept has
helped in the development of new products & services & also
specialization in selling is being attained with the developments of new
markets & new avenues of selling, a wide variety of consumer &
producer goods has been designed & developed for many & the
marketing has been designed & developed for many & the marketing
has become a good profession.
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The role of organization in developing the marketing activity
cannot be ignored. Several institutions are involved in discharging
marketing functions. They may be small or big, good, or bad, but they
are on their toes to satisfy the human wants. The developing countries
are giving much importance for marketing to develop their internal &
external markets. Even the socialist countries have started studying the
marketing concepts in a scientific way to introduce them actively in
their internal distribution systems.
There are some people who believe that a large part of the money
spend on marketing is wasted but most economists believe the
marketing process actually benefits customers. For example market
research helps industry to offer what customer need & want marketing
also provides with shopping information & makes product available to
consumer on convenient quantities at nearly locations
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In the modern concept of marketing there are three basic features,
They are
1. CUSTOMER ORIENTATION
2. INTEGRATED MARKETING
3. PROFITABLE SALES THROUGH CUSTOMERS
SATISFACTION
In the modern concept of marketing, the consumer is the king in
the market consumer tries to satisfy his wants from different market
sources this tastes, fashion & preferences also change from time to
time. Hence the marketer should learn the art of reading the mind of the
consumer & act accordingly. Consumer in most 6 countries can choose
from a huge variety of products & services. Therefore, to make its
products & services attractive to customers. Every growing business
engages in five major marketing activities.
1. MARKET RESEARCH
2. DISTRIBUTION
3. PRICING
4. PROMOTION
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In the modern concept of marketing, the call for a customer
orientation has been expressed in many different ways, here are few
popular slogans to quote; we are not boss, the co\customer is What the
consumer wants the consumer gets, the customer is at the top of tube
organization chart, Look at the company through the customers
eyes, Consumer is the king, We are to produce what people want
not what we sell. Marketing begins with consumer and ends with
consumer etc
The modern marketing concepts emphasis the consumer severity
the marketing team was often referred as a social economic process in
the past broadly speaking the marketing activities are under taking for
the benefit of the society but times have changed.
At present society depend more and more on marketing system
and help in deciding what to produce who will produce and how much
to be produce etc. yet another broader outlook is what of viewing
marketing business as a part of business activity. It is with the
concentrated effort of the firms that the goods and services finally reach
the consumer. Though a direct correlation is practically absent, it is the
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marketing system which coordinated various business activities
to large extent.
The marketing management represents an important function a
area of business management efforts for the flow of good & services
from the producers to the consumers. It looks after the marketing
system of enterprise. Marketing management performs all managerial
functions in the field of marketing. It has to plan and develop the
product on the basis of known consumer demand. It has not build up
appropriate marketing plan or marketing mix to fulfill the set goals of
the business it looks after their implementation and control Marketing
management is responsible for the organizing directing & controlling
all marketing activities included in the process of marketing program
and conducts the marketing campaign. Finally it may evaluate
continuously the effectiveness or each of the marketing mix and
introduce necessary alterations or modification to remove discrepancies
and deficiencies discovered in the actual execution of all marketing
plans, policies & procedures.
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Before to sum up the introduction to marketing a selected few
important definitions on marketing, makes one clear to understand what
actually marketing is.
According to PHILIP KOTLER, marketing is defined as A
social and managerial process by which individuals & groups acquire
what they need & want by creating & exchanging products & utilities,
with other.
The AMERICAN MARKETING ASSOCIATION state
marketing is the performance of business activities that direct the flow
of goods and services from producer to consumer or user. In the
words of CUNDIFF & STILL Marketing is a total system of
interacting business activities designed to plan, promote and distribute
want satisfying products and services to present & potential
consumers.
STANTONs definition of marketing is quite comprehensive and
consumer oriented. It includes both psychological and physical points
of view thus marketing activity starts long before production of the
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products and continues till the full satisfaction of the consumer,
therefore it is said that,
Marketing begins with the consumer and end with the
consumer.
MARKETING CONCEPTS
MARKET
Market consists of all the potential customers sharing a particular
need or want that night be willing & able to engage in exchange to
satisfy need or want.
MARKETING
Marketing a social process by which individuals & groups obtain
what they need & want through creating & exchanging products &
value with others.
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MARKET POTENTIAL
It is defined as the amount of sales for the product or service,
which one may except if the market were fully developed.
MARKET DEMAND
Market demand for a product is the total quantity that
would be purchased by a defined customers group in a defined
geographical area in a defined marketing environment.
PENETRATED MARKET
The penetrated market is the set of consumers who actually buy
product.
ADVERTISING
The American marketing association defines advertisement as
any paid form non personal communication of ideas and services by
business firms identified in the advertising message intend to lead a sale
immediately or eventually or in the words WHEELER state advertising
is any form of ideas goods or services for the purpose of including
people to buy.
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CONSUMER BEHAVIOUR
Consumer behavior is a behavior that consumer display in
searching for purchasing using evaluation and disposing of product
services and ideas, which they expect, will satisfy there needs. It
includes the study of what individuals buy why they buy it how they
buy it when they buy it and where they by it
CONSUMER AWARENESS
Consumer awareness is the knowledge of consumer about
existence of a product in the market it is a measure of the effectiveness
of the communication techniques adopted by the market.
PRODUCT
Product is a tangible offer to the market including product feature
packaging branding and to cover any thing that can be offered to a
market for attention acquisition use of consumption that might satisfy a
need or want it including physical object services person place
organization and ideas.
PRICE
Price can be broadly defined as the amount of money the
consumers have to pay a specific product.
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LAUNCH
The dictionary meaning of the word launch is to take of from
land or initiate or to set going the term is used in the marketing to
symbolize the take off of a new product in other words when a new
product is manufactured and is introduced into the market the entry of
the product is called as launching of the product.
MARKET SEGMENTATION
It is a decision of the total potential market into the smaller
homogeneous segments for which they are design a specific product
and or promotional campaign.
MARKETER
A marketer is one who seeks a resources from some one else and
is willing to offer something of value in exchange in other words a
marketer can be a buyer or seller.
USER
Users are those who use the product or services in many cases user
initiate the buying proposal and help to define the product
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RESEARCH DESIGN
OBJECTIVES OF THE STUDY
The main objectives of the study was to gauge consumers
awareness and perception towards Sony FLAT screen TELEVISION
The study also attempts to analyze whether consumers known
about the difference between ordinary and flat screen televisions.
The idea being to study whether the consumers are also about the
important unique advantage of flat screen television that it reduces the
strain on their eyes, which sets it apart from the other normal television.
The market for that screen television will increase it the levels of
awareness, about the uniqueness of the product goes up
The study also attempts to evaluate the consumers perception
towards the advertisement of that screen televisions.
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STATEMENT OF THE PROBLEMS
Consumer goods market has undergone revolutionary changes
thanks to the liberalization of the Indian economy in the year 1991. now
the consumers are provided with made variety of choices unlike the
earlier period characterized by paucity of verity with one or two
suppliers.
Television market is now flooded with many brands with range
of products carrying different technical features. The market is hardly
competitive with all the brands trying to attract customers attention
whose purchasing potential are well entrenched in viewers homes the
companies are trying to push high value products such as flat screen
television home theater systems etc.
Accordingly the field chosen to study was flat screen television
market brand chosen Sony Sony being a name almost synonymous
with innovativeness in audio and television products.
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RESEARCH MATHODOLOGY TYPE OF RESEARCH
The type of research used for this study is a qualitative variables
the target respondents were pointed out and a survey was conducted
amongst and a survey was conduct amongst them, using the interview
method.
I. DATA
Both primary & secondary sources of data were used in the
compilation of this project.
Primary Data
Primary data has been collected from the respondents who where
interviewed there first hand responses was the basis on which the
analysis was carried out.
Secondary Data
Current information regarding the subject & the company has been
obtained from business magazines, Trade journals, and company
profile.
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2. Tools of Data collection
The main tool that has been used in data collection is a
questionnaire that has been constructed for this purpose. Using the
above tools the primary data has been abstained.
Sampling Method
The sampling method adopted here in convenient sampling
method in this method the easiest population members are selected
from different segments to obtain information.
Statistical tools & techniques
1. Tabular representation of data: the qualitative response were
tabulated & represented in table form.
2. Percentages: The tables contain the absolute figures & the
percentages in respect to the total figure. The percentages were used to
generalize the study.
3. Graphs: The aggregated tables are represented pictorially to provide
easy comprehension of the data.
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Plan of Analysis
The analysis has been done in the following ways:
Step 1:
The data is aggregated & represented in tabular form.
The tables contain the absolute figures & there percentage to
the total has a table number & title heading.
Step 2:
The percentages are analyzed to quantify the trends shown.
Step 3:
The analysis is studied to provide a qualitative inference to what
the data in the table shows.
LIMITATATIONS
The study has certain limitations under which it was carried out
as they were unavoidable so it was decided to carry out the study
inspire of all these limitations, these limitations are as follows.
A. TIME CONSTRAINT
The time period was limited & the study had to be carried out
within the period of 1 month.
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B. SAMPLE SIZE
Due to the time limitation, the sample size was restricted to 100
consumers though all efforts were made to make it as representation of
the total sample of BANGALORE CITY as possible still the sample
size is small in comparison to the Bangalore market; hence the
limitation of the study as for as sample size goes
C. RANKING OF CONSUMERS
The ranking of consumers in terms of advertisements picture
clarity appearance & overall quality is based on the individual
perception of the respondents on each of these aspects, which many not
are accurate & binding. One of the factors influencing the respondents
perception may be the brand loyalty towards their brands.
D. FUTURE APPLICATION
Due to a continuous technological progress & also inevitable
growth of volume or patterns of information needs of futures years,
futures changes in the demography & economic states of the consumers
will also restrict the applicability of this study.
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COMPANY PROFILE
ORIGIN AND BRIEF HISTORY:
SONY a name now synonymous with entertainment electronics
had humble origins. Two friends MASARU IBUKA and AKIO
MORITA literally built it from the ashes in a building that had cracks
all overdue to the Second World War that ranged Japan, in the year
September 1945.
Continuing two words created the name SONY one is
SONUS which is Latin meaning sound and sonic the other words is
sonny meaning little son. Thus creating a power brand name
implying sound and family ties a typical hallmark of Japanese
management. Thus Sony came to represent group of young people who
have the energy and passion towards unlimited product creation for
listening to sound music.
It had its humble origin in repairing war damaged radios or the
ones that had the short mare unit disconnected by the military police to
prevent the public from tuning and listening to free world allies
propaganda broadcasts. The next step was rice cooker, followed by tape
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recorder and transistor radio. Gradually it developed other products
such as television, video cassette player, walk man etc.
The companys founder owner AKIO MARITO created history
by suggesting the idea, which was first laughed at by even his own
technical group, to build small light weight apparatus which he
suggested could be achieved by retaining only listening part rather than
recording part in a tape recorder that would enable people to carry into
in their shirt or trouser pockets. Thus walk man was born the rest are
golden words carved in the annals of product innovation and marketing
history.
Fro exporter of electronics entertainment items Sony started
establishing manufacturing units in Europe and USA thus breaking the
myth that Japanese products are neither of good quality nor durable.
Then there was no looking back it started acquiring music recording
companies and even Hollywood studios.
Indian consumers were also well aware of Sonys products even
in the pre-liberalization years when there was virtual ban on import of
Consumer electronic goods. Sonys product was the favorite item
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carried back by Indians working abroad and Indian tourists who visited
foreign countries. The smugglers also pitched in by pumping in the
Sonys products on the sky.
Liberalization of the Indian economics in 1991, helped in the official
entry of Sony into India, to entrench its presence in the large Indian
market. Earlier also it had made memorable moves to impress the
Indian consumers by establishing authorized service centers operated
by third parties to service SONY Products lined a far sighted move
considering the fact that it had no legal obligation to do so. The name
SONY needed no introduction discerning INDIAN buyers. It could
rapidly notch up substantial part of the Indian television market in spite
of the presence of earlier well-entrenched players in the market like
Video on the BPL.
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SONY GLOBAL CORPORATE PRESENCE & PHILOSOPHY
In the 1970s established production and management facilities in
the United States and Europe as it pursued localization of its sales and
service channels.
The yen-dollar exchange rates shift from 200 yen to the 100
yen range made the 1930s a tough period for Japanese firms which
relied heavily on exports. For most of the decade, 70% of Sonys sales
but only 20% of production had been performed overseas. As the yen
strengthened, it became less profitable to manufacture goods in Japan.
The surging yen promoted increased overseas production and
Sony expanded into Asia from its bases in Europe and the United
States. Sony built nine plants in Asia during the 5 years following the
signing of the plaza accord in September 1085. this new region
constituted a promising market and was relatively protected from the
immediate effects of the strong yen.
The situation made increased overseas production
inevitable, but Olga and Morita were looking at Asia from a global
perspective. They believed the region would not welcome their building
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plants merely to benefit from cheap labor costs. Instead, Sony needed to
develops its Asian bases as supply centers for high-technology
products. In line with this Sony precision engineering center
(Singapore) pte Ltd (SPEC) was established in Singapore to
manufacture optical pick up for CD player.
As the yen continued to rise through the 1980s Sony established
a fourth regional operation center in Asia with this Sony was both
producing and selling in Japan in United States, Europe, and Asia a
goal to achieve 35% of manufacturing outside of Japan was set for the
1990s
The next step in Moritas to establish regional R&D and
engineering center he stared this project in late 1980s by setting up
operational head quarters in each region in the early 1990s by setting up
operational head quarters in each region in the early 1990s ken Iwaki,
general manager of corporate division implemented specific measure to
achieve true globalization based on these principle.
Sony began with Europe and then made moves in the USA
and Asia. Sony Europe G.m.b he was established in Germany in
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November 1986 as a self contained operation in anticipation of the
planned unification of the EC believed that manufacturing and
engineering had to be further strengthened in the United States for Sony
to truly become an international manufacturer his mission was
restructure Sony international (Singapore) Ltd (SONIS), founded in
1982 would serve as the regional head quarters for Asia.
These operational headquarters were given the authority to
make decisions regarding production sales logistic technology and
financing to maximize operational efficiency and meet regional needs.
Sony world headquarter (WHQ) in Tokyo would serve the
Japanese domestic market as well overseas the entire global operation
Japan is often used as the market for innovative new product and it
would continue to function as primary center for R&D and
development of new production technology WHQ would co-ordinate
future activities so that the four regional head quarter would
complement each other to enable global collaboration that maximized
resource.
At both the general management conference in may 1988
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and the international top management meeting in July of the same year,
Morita, who was then chairman, set a new course for Sony. Europe,
and Asia must set new headquarters in Japan, the United States, Europe,
and Asia must set new goals to localize operations. This process must
be conducted in accordance with the unified goal of making Sony a
truly global company. I would thus like to introduce the principle of
global localization as our future guiding principle. This a new way of
global company. This is a new way of life for Sony, where by we meet
local needs with local operations while developing common global
concepts and technologies. Scheduled for 1992. it was headed by
Jacob j. Schmuckli, former president for Sony Deutschland G.M.B in
July 1987, Masaaki Morita, then vice president, moved to United States
as chairman and CEO of SONAM, he believed that manufacturing and
engineering had to be further strengthened in the United States for Sony
to truly become an international manufacturer. His mission was to
restructure Sony Corporation of America from a global perspective. In
September 1987, it was decided that Sony international (Singapore)
Ltd. (SONIS), Founded in 1982, would serve as the regional
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headquarters for Asia.
These operational headquarters were given the authority to make
decisions regarding production, sales logistics, and financing to
maximize operational efficiency and meet regional needs.
Sony would headquarters (WHQ) in Tokyo would serve
the Japanese domestic market as well as overseas the entire global
operation. Japan is often used as the test market for innovative new
products, and it would continue to function as the primary center for
R&D and the development of new production technology. WHQ would
co-ordinate future activities so that the four regional headquarters
would complement each other to enable global collaboration that
maximized resources.
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PRODUCTS PROFILE
Audio
MD SYSTEMS, CD players, headphone stereos, personal
component stereos, hi-fi components, radio-cassette tape recorders,
tape recorders, IC recorders, radios, headphones, car audio,
professional-use audio equipment, audiotapes, and record able MDs.
Video
8mm/Digital-8, DV-, and VHS- format VCRs, DVD-Video
equipment, and videotapes.
Televisions
Color TV, projection TV, flat panel displays, personal LCD monitors,
car TV, professional-use monitors/projectors.
Information and communications
Computer displays, personal computer peripherals, data media, IC
recording media, satellite broadcasting reception systems, telephones,
car navigation system, and video printers.
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Electronic components and other
Semiconductors, LCDs, electronic components, CRTs, optical pickups,
batteries, FA systems, and an internet-related business in Japan.
MILESTONES IN THE COMPANY
1950: g-Type, Japans first tape recorder
1955: TR-55, Japans first transistor radio
1960: Worlds first transistor, compact size, VCR
1968: Trinitron color TV
1971: inch, U-matic VCR
1979: Walkman, the headphone stereo
1982: CD player Beta cam, a single-unit, inch, broadcast use
camera
1985: single-unit, 8mm video camera
1987: Digital Audio Tape (DAT) deck
1989: Mavica, electronic, still image camera
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1991: High-resolution, High-Band system, 8mm video series,
CCD-TR55, lightweight, compact-size, single-unit 8mm video
1992: HD Trinitron. 36-inch colors HDTV for home-use
1993: Kirara Basso Series with Super Trinitron picture tube
1994: Minidisk (MD) system
1995: Digital Beta Cam system, broadcast-use, component
digital VCR
1996: Worlds first high-brightness, green light-emitting diode
1997:Technolgy plasmatron, flat panel display
Digital Video camcorder for home-use, Digital Handy cam
Basic specifications of new format for high-density optical
disc Finalized, including new format name, DVD
1998: Personal head-mounted LCD monitor Glasstron
Cyber-shot Digital Still Camera VAIO PC by SONYFD (flat
Display) Trinitron
1999: DVD Video Player
2000: Memory Stick Record able IC Memory Card products
(September)
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2001: Super Audio CD players and related products (May)
Entertainment Robot AIBO (June) Memory Stick
Walkman with copyright-protected Magic Gate Memory
Stick (December)
2002: Sonys personal Entertainment Organizer CLIE
(September)
Sony Develops Small Biped Entertainment Robot (November)
Commercialization of Personal IT Television air board
(December)
2003: Sony Demonstrates Info stickTM Blue toothTM Module at
CES Wireless Data Exchange Solution for memory stickTM
Expansion Module-(January) Sony Develops Worlds Largest
Full Color Organic EL Display (February)
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PRODUCTION
SONY FLAT SCREEN TELEVISIONS AND THEIR MODELS
Todays TVs deliver incredibly sharp images thanks to
advancements like flat screen tubes & digital comb filters. So nothing
shines directly into your eyes, making it easy for you to watch
television for even longer periods. And with a radius of curvature thats
infinity, you can se its perfect picture from anywhere your want to. The
worlds only television that welcomes your to the real world.
WEGA DRC SERIES: -2 MODELS
There nothing quite likes the magic of digital reality creation.
Sonys unique digital signal processing technology. An image with four
times the density.
WEGA XA FE TRINITRON SERIES: - 6 MODELS
The new intelligent television with three intelligent solutions
(Picture, comb filter, volume). Televisions that are equipped to do all
your thinking while you sit back & soak in the visual experience.
WEGA FD TRINITRON SERIES: - 2 MODELS
These compact models are a great choice for a bedroom or office.
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NEW ARRIVAL: - 1 MODEL
The Television that is flat at all the corners.
PRICE LIST
MODELS PRICE
WEGA DRC SERIES
1) KV EX29M97/67 Rs. 79,990/-
2) KV EX34M97/67 Rs. 1,19,00/-
WEGA XA FD TRINITRON SERIES
1) KV XA21M83 Rs. 24,490/-
2) KV XA29M80/50 Rs. 49,990/-
3) KV XA21M93 Rs. 26.490/-
4) KV XA29M97/67 Rs. 57,990/-
5) KV XA25M80/50 Rs. 38,990/-
6) KV XA34M97/67 Rs. 87,990/-
WEGA FD TRINITRON SERIES
1) KV HF14M80 Rs. 15,990/-
2) KV XF21M80 Rs. 24,490/-
NEW ARRIVAL
1) KV TG21M70 Rs. 19,990/-
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FEATURES OF FLAT SCREEN TELEVISIONS
Intelligent Comb Filter : Reduces dot structure and cross
Colours on images, thus colour
Boundaries will be more defined and
shaper.
Power VM: Adds an additional modulation boost in the
Velocity modulation coils which refine
sharpness at edges, revealing the most
Minute details.
Dynamic Focus: Focal points are made sharper and
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more Precise, with the reduction of the size
of the beam spots.
Dynamic Electromagnetic: Makes focus voltage more sensitive and
precise to improve focal points Quadra-
Pale (DQP) across the screen, giving crisp
images even at corner.
Intelligent Picture: Improve picture quality with
noisy signal/blur signals strong weak
signals.
Picture Mode: You can select the most optional
picture mode-Dynamic,
Standard, Hi-Fine and personal,
to match your viewing
environment.
BBE System: Reduces audio distortion, adding
a long delay time to lower
frequencies so that higher
frequencies are transmitted
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simultaneously, thereby
neutralizing the distortion effect.
D.B.F.B: A highly sensitive bass
enhancement system that
produces full-bodied bass sound
even at low volumes.
Once activated, the different variations in sound level that results
from changing broadcast
channels or switch among the
various video of TV
entertainment available are
brought to a constant
(predefined) level.
Sound Output: 6W+6W+15W
Dual exhaust 3d system: Large 160mm woofer which
deliver Intelligent Volume
powerful and rich bar affects the
frequency response of the sound
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system provides a wider dynamic
range.
Tru surround SRS: The revolutionary
psychoacoustics from SRS labs
creates a true surround
experience the DRC-MF CTVs
inbuilt speakers.
DVD Component S Terminal: DVD input terminal allow for the
input of component signals from
DVD player giving for superior
picture quality than composite
and S-video signals
Two-Tuner PIP: Using 2 built-in tuners, the
digital Picture-In-Picture enables
you to watch two screens
showing either TV programs or
video at the same time through
the PIP sub screen.
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100 Program memory: Gives you the widest possible
channel selection with an extra-
large memory that can hold up to
100 preset channels.
One-push Auto Channel: Automatically presets the
channel for you.
Speed search. With just one touch of a button, speed search
enables you to surf through all
available channels at an
incredible speed.
Child Lock: Parents are able to block up to
100 channels if they feel that
these channels are not suitable
for their children. This is
especially useful in todays
world where cable TV offers
multiple channels that are easily
accessible.
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Eco Mode: Energy saving mode when
watching TV for a prolonged
period of time.
Eco Standby: An energy saving feature which
reduces power consumption to a
mere one-watt. This ecologically
friendly feature enables you to
place the TV on a perpetual
standby mode without incurring
a high power bill.
BENEFITS OF FLAT SCREEN TELEVISION
100 Hz:
standard TVs are 50 Hz (meaning displaying 50 frames per
second). The human eye is often sensitive to flickering of the
picture at this speed, especially over a longer period. Worst
affected are large areas of bright colours.
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100 Hz TVs produce a smoother, more stable picture that is far
easier on the eyes. However, there are some complaints about
picture distortion during fast movement scenes.
DNR Digital Noise Reduction:
Remove signal noise for a clearer image. Effective cure to smeary
trails artifact due to 100 Hz feature.
Digital interpolation:
Interpolation means to estimate a value between two known values.
There are a few methods that are used to increase pixel density
Simply duplicate each line into 2 (i.e. line 2 = line 1, line 4 = line
3), and stretch it horizontally across.
Interpolate vertically, and more or less stretch it horizontally
across.
Interpolate horizontally, and duplicate each line vertically
(e.g.Sonys DRC 100 most suitable for viewing still images
from cameras)
Interpolate vertically and horizontally (e.g.Sonys DRC 1250)
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Some TV manufacturers may employ more sophisticated
interpolation algorithms than others. So results may vary.
Progressive scan:
Note this process is repeating itself 25 times a second (30 times for
NTSC). So the interlaced pictures are actually not as terrible as this
static simulation.
NICAM:
Nicam is a digital stereo compression system developed by BBC
engineers. It has proved to be extremely rugged, providing high
quality stereo sound even when the signal is so weak that the picture
can hardly be locked on. To enjoy NICAM, you need one of the
following:
A television with a built-in NICAM Decoder
A stereo video cassette recorder with a built-in NICAM decoder
A stand-along television sound tuner that has a built-in NICAM
decoder
NICAM currently offers the following output possibilities
One digital stereo sound channel
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Two completely different digital mono sound channels.
One digital mono sound channel and a 352Kbit/sec data channel.
One 704Kbit/sec data channel.
Teletext:
A feature that assembles a primitive World Wide Web. More details
on this.
The conveniences
Few TVs, notably the smaller ones, have integrated VCRs.
iDTV Stands for Integrated Digital TV:
This concept is gaining popularity
Can either be integrated with CRT or Rear Projection TVs
Some iDTVs consist of a complete digital set-top, meaning it
can receive and decode. Thus capable of viewing free to air channels
and (with a subscription card) pay TVs
Examples of free to air channels are Sky BBC and ITV.
While most popular pay-TV packages are Sky digital (satellite and
On Digital (terrestrial).
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Some iDTVs have only a digital tuner, with a PCMCIA
CAM slot Meaning it can receive, but not decode. These will be
capable of viewing free to air channels only. To view pay-TVs, you
need an external CAM (Conditional Access Module Miniaturized
decoder).
A CAM contains the card slot, where you insert your
subscription card.
On Digital CAMs are now available free of charge in the UK.
DATA ANALYSIS
Table 1
TABLE SHOWING THE AGE OF THE RESPONDENTS
AGE GROUPNO. OFRESPONDENTS
% OFRESPONDENTS
40 35 35%
Total 100 100%
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CONCEPT
It is to find out the age group of the respondents.
ANALYSIS
It can be seen that the ge group of the respondents show a mixed
picture with most of them being middle aged and youth. age group 36-
40: =2%; Age 26-30: 18% ; Age 31-35: 17% less than 25 =8%. above
40: =35%.
INFERENCE
It can be inferred that middle-aged group forms the majority thus
reflecting the life style indicating their capacity to acquire valuable
articles even at relatively young age.
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GRAPH SHOWING THE AGE GROUP OF THE
RESPONDENTS
8%18%
17%
22%
35%40
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TABLE 2
TABLE SHOWING THE RESPONDENTS VOCATION
OCCUPATIONNO.OFRESPONDENTS % OF RESPONDENTS
SALARIED EMPLOYEES50 50%
BUSINESS MEN 37 37%
PROFESSIONALS 10 10%
OTHERS 3 3%
TOTAL 100 100%
CONCEPT:
This is to classify the respondent according to their occupation.
ANALYSIS:
It can be seen that 50% of the respondents were salaried people from
the total sample and this was followed by Businessman, which form
37% of the total sample.
INFERENCE :
It can be inferred that businessman and salaried employees form the
bulk of respondents, thus reflecting their increasing purchasing power.
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58
0
5
10
15
20
25
30
35
GRAPH SHOWING THE
RESPONDENT VOCATION
NO OF RESPONDENTS 12 33 33 22
% OF RESPONDENTS 12% 33% 33% 22%
UP TO 10, 000 10,000 - 15,000 15,000 - 20,000 >20,000
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TABLE 3
TABLE SHOWING THE INCOME LEVEL OF THE
RESPONDENT
FAMILY INCOMENO OFRESPONDENTS % OF RESPONDENTS
UP TO 10, 000 12 12%
10,000 - 15,000 33 33%
15,000 - 20,000 33 33%
>20,000 22 22%
TOTAL 100 100%
CONCEPT :
This is to find out the income structure of the respondents.
ANALYSIS :
It can be that most of the respondents fall under 10,000 - 20,000 income
group who form 66% of the total sample.
INFERENCE :
It can be inferred that the income level of the respondents is quite high
showing their capacity to buy luxury goods.
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60
12%
33% 33%
22%
0%
5%
10%
15%
20%
25%
30%
35%
20,000
GRAPH SHOWING THE INCOME LEVEL OF THE RESPONDENTS
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TABLE 4
TABLE SHOWING THE RESPONDENTS AWARENESS
ABOUT FLAT-SCREEN TELEVISION
Awareness of Flat-Screen Television
No ofRespondents
% OFRESPONDENTS
Yes 97 97%
No 3 3%
Total 100 100%
CONCEPT :
This is to find out the awareness of FLAT SCREEN TELEVISION ofSONY.
ANALYSIS :
It can be seen that 97% of the respondents are aware of FLAT
SCREEN TELEVISIONS.
INFERENCE :
It can be inferred that majority of respondents are aware of the FLAT -
SCREEN TELEVISIONS.
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GRAPH SHOWIING THE
RESPONDENTS AWARENESS ABOUTFLAT SCREEN TELEVISION
97%
3%
Yes
No
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TABLE 5
TABLE SHOWING THE RESPONDENTS PERSCEPTION
ABOUT THE PERFORMANCE OF DIFFERENCE TV MODELS
All TV's Do The Same
Job
NO OF
RESPONDENTS
% OF
RESPONDENTS
YES 42 42%
NO 38 38%
Don't Know 20 20%
TOTAL 100 100%
CONCEPT :
This is find out whether all televisions perform similarly or otherwise.
ANALYSIS :
It can be seen that 42% of the respondents do not feel that all
televisions perform similarly. and 38% felt otherwise.
INFERENCE :
It can be inferred that majority of the respondents are not aware of the
difference in technical features and performance by various television
models.
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0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
YES NO Don't Know
GRAPH SHOWING THE
RESPONDENTS PERCEPTION ABOUT
THE PERFORMANCE OF DIFFERENT
T.V MODELS
YES
NO
Don't Know
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TABLE 6
TABLE SHOWING THE RESPONDENTS AWARENESS
ABOUT THE BENEFITS OF FLAT-SCREEN TVs
FLAT-SCREEN TV'sHELP IN VIEWINGWITH LESS STRAINON EYES
NUMBER OFRESPONDENTS
% OFRESPONDENTS
YES 47 47%
NO 18 18%
DON'T KNOW 35 35%
TOTAL 100 100%
CONCEPT :
It is to find out whether FLAT-SCREEN TELEVISIONS helps in
constant viewing with less strain on eyes.
ANALYSIS :
It can be seen tat nearly 47% of the respondents think that flat screen
television reduce strain on their eyes while watching TELEVISION and
on other hand 35% of th respondents were unaware of the concept.
INFERENCE :
From the analysis it is inferred that most of the respondents are unaware
about the tremendous beneficial effects namely less strain on eyes while
watching flat screen television. company should try to bring out more
ads explaining the product benefits.
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66
GRAPH SHOWING THE RESPONDENTS
AWARENESS ABOUT THE BENEFITS
OF FLAT SCREEN T.V
47%
18%
35%
YES
NO
DON'T KNOW
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TABLE 7
TABLE SHOWING THE RESPONDENTS PRICE
PREFERENCE LEVEL FOR AWARENESS ABOUT FLAT-
SCREEN TVs
PRICE WILLING TOPAY
NO. OFRESPONDENTS
% OFRESPONDENTS
LESS THAN 16,000 23 23%16,000-18,000 37 37%
18,000-20,000 25 25%
MORE THAN 20,000 15 15%
TOTAL 100 100%
CONCEPT :
This is to find out the price structure that the respondents are willing topay for FLAT SCREE TELEVISIONS.
ANALYSIS :
It can be seen that about 37% are willing to pay from 16,000 -18,000
where as 23% proffered to pay less than 16,000 and 25% prefer a pric
between 18,000-20,000,and only 15% are ready to pay a price above
20,000.
INFERENCE :
It can be inferred that majority of the respondents prefer to pay a price
less than what is now the lowest prevailing price for Flat Screen
Televisions (20,000) and above.
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23%
37%
25%
15%
0%
5%
10%
15%
20%
25%
30%
35%
40%
GRAPH SHOWING THE RESPONDENTS PRICE
PREFERENCE LEVEL FOR FLAT SCREEN T.V
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TABLE 8
TABLE SHOWING THE RESPONDENTS AWARENESS OF
FINANCE SCHEMES
AWARE OF FINANCESCHEME
NO. OFRESPONDENTS
% OFRESPONDENTS
YES 33 33%
NO 67 67%
TOTAL 100 100%
CONCEPT
This is to find out the awareness among the respondents towards the
finance schemes.
ANALYSIS
It can be seen that majority of the respondents 67% were unaware of
the availability of the finance schemes and only 33% are aware of the
finance schemes.
INFERENCE
It can be inferred that the awareness level about the availability of
finance schemes is very low. The company and dealers can start
campaigns to increase the awareness level about finance schemes to
increase the sales.
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33
67
0
10
20
30
40
50
60
70
YES NO
GRAPH SHOWING RESPONDENTS
AWARENESS OF FINANCE SCHEMES
YES
NO
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TABLE 9
TABLE SHOWING THE RESPONDENTS RATING OF
POPULAR CONVENTIONAL TELEVISION OF VARIOUS
BRANDS
POPULAR CONVENTONAL TV'sBRANDS
NO OFRESPONDENTS %
BPL 13 13%
SONY 17 17%
SAMSUNG 8 8%
VIDEOCON 15 15%
AIWA 13 13%
AKAI 12 12%
LG 7 7%
OTHERS 15 15%TOTAL 100 100%
CONCEPT
It is to find out the various popular brands of the conventional
televisions.
ANALYSIS
It can be seen that SONY tops the popularity list of conventional
televisions with 17% followed by Videocon ,BPL,AKAI and AIWA.
INFERENCE
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It can be inferred that SONY is rated high by the respondents thus
showing the strength of SONY'S products.
GRAPH SHOWING RESPONDENTS RATING
POPULAR CONVENTIONAL T.V OF VARIOUS
BRANDS
8%
4%
7%
6%
4%
7%
7%
8%
49%
BPL
SONY
SAMSUNG
VIDEOCON
AIWA
AKAI
LG
OTHERS
TOTAL
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TABLE 10
TABLE SHOWING THE RESPONDENTS RATING OF FLAT-
SCREEN TELEVISION BRANDS
POPULAR FLAT-SCREEN TV'sBRANDS
NUMBER OFRESPONDENTS
% OFRESPONDENTS
BPL 13 13%
SONY 33 33%SAMSUNG 9 9%
VIDEOCON 12 12%
ONIDA 10 10%
LG 10 10%
OTHERS 13 13%
TOTAL 100 100%
CONCEPT
This is to find out the popular brand of FLAT SCREEN
TELEVISIONS.
ANALYSIS
It can be seen that nearly 33% of respondents felt that sony is the most
popular brand among the FLAT SCREEN TELEVISIONS followed at
a distance by BPL and VIDEOCON at 13% and 12%.
INFERENCE
It can be inferred that Sony is the market leader in FLAT SCREEN
Televisions and followed by BPL AND VIDEOCON.Rest of the brands
have average popularity like SAMSUNG,ONIDA,LG,etc.
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GRAPH SHOWING RESPONDENTS RATING
OF FLAT SCREEN T.V BRANDS
9%
12%
10%
10%
13% 13%
33%
BPL
SONY
SAMSUNG
VIDEOCON
ONIDA
LG
OTHERS
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TABLE 11
TABLE SHOWING THE FACTORS EFFECTING PURCHASE
DECISIONS
FACTORSAFFECTINGPURCHASE
DECISION
NUMBER OFRESPONDENTS
% OFRESPONDENTS
PRICE 18 18%
QUALITY 16 16%
DURABILITY 15 15%
BRAND 16 16%
ATTRIBUTES 12 12%
SERVICES 11 11%
SIZE 12 12%
TOTAL 100 100%
CONCEPTTo find out the factor that effect the decision making process in the
purchase of a television.
ANALYSIS
It can be seen that 18% of respondents consider price to be an
important factor and followed by other factors like quality. Durabilityand brand which are also considered as factors affecting the purchase
decision which form 16%, 15% and 16% respectively.
INFERENCE
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It can be inferred that the main factor, which affects the purchase
decision of most of the respondents, is price followed by brand quality.
GRAPH SHOWING FACTORS AFFECTING
THE PURCHASE DECISION OF THE
RESPONDENTS
SIZE
SERVICES
BRAND
ATTRIBUT
ES
QUALITYDURABILI
TYPRICE
PRICE
QUALITY
DURABILITY
BRAND
ATTRIBUTES
SERVICESSIZE
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TABLE 12
TABLE SHOWING THE RESPONDENTS OWNING A FLAT-
SCREEN TELEVISION
OWNING A T.V.NO OFRESPONDENTS
% OFRESPONDENTS
OWN A TELEVISION 25 25%
Do not own a television75 75%
TOTAL 100 100%
CONCEPT
This is to find out whether the respondents own a flat screen televisionor not.
ANALYSIS
It can be seen that nearly 25% of the respondents own a flat screen
television while on other hand 75% of the respondents do not own a
television.
INFERENCES
It can be inferred that most of the respondents do not own a flat screen
television because they are unaware about the newly product and it is
highly priced which a lower income group find it difficult to buy a flat
screen television.
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GRAPH SHOWING RESPONDENTS OWNING
A FLAT SCREEN T.V
75%
25%
0%
10%
20%
30%
40%
50%
60%
70%
80%
OWN A TELEVISION Do not own a
television
OWN A TELEVISION
Do not own a television
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TABLE 13
TABLE SHOWING THE RESPONDENTS OWNING FLAT-
SCREEN TELEVISION OF PARTICULAR BRAND
T.V BRANDSNO. OFRESPONDENTS
% OFRESPONDENTS
BPL 12 12%SONY 28 28%
SAMSUNG 10 10%
VIDEOCON 15 15%
ONIDA 14 14%
LG 8 8%
OTHERS 13 13%
TOTAL 100 100%
CONCEPT
It is to find out the various brands of Flat Screen Televisions owned by
respondents.
ANALYSIS
It can be seen that majority of the respondents who are owning a Flat
screen television of SONY with 28% followed by BPL, VIDEOCON,ONIDA.
INFERENCE
It can be inferred the SONY tops in the Flat Screen Televisions because
of its Quality & Technology.
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GRAPH SHOWING THE RESPONDENTS
OWNING A FLAT SCREEN T.V OF A
PARTICULAR BRAND
12%
28%
10%15%
14%
8%
13%
BPL
SONY
SAMSUNG
VIDEOCON
ONIDA
LG
OTHERS
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TABLE 14
TABLE SHOWING THE INTENTION OF THE RESPONDENTS
TOWARDS FLAT SCREEN TELEVISION
INTENTION OF
RESPONDENTS
NO. OF
RESPONDENTS
% of
RESPONDENTSIntention of Busy 29 38%
Not indented buy 35 47%
Indifferent 11 15%
TOTAL 75 100%
CONCEPT
It is to find out the intention of there respondents towards Flat Screentelevisions.
ANALYSIS
From the 75% of there respondents who do not own a Flat Screen
television. It can be seen the respondents are not intended to buy a Flat
Screen television.47% of the respondents are intended to buy and the
rest are not in position to buy and the rest are not able to answer.
INFERENCE
It can be inferred that the respondents feel that Flat Screen Televisions
are highly priced and are not easily affordable. So the company should
more concentrate on pricing strategy.
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38%
47%
15%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Intention of Buy Not indented buy Indifferent
GRAPH SHOWING THE INTENTION TOWARDS
FLAT SCREEN T.V AMONG THE
RESPONDENTS
Intention of
Buy
Notindentedbuy
Indifferent
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SUMMARY OF FINDINGS
The various important findings of the study are given here
under.
1. The predominant age group is middle age and youth.
2. Majority of the respondents are salaried people and business man
3. The income level of majority of the respondents is also quite
substantial in the range of Rs 15, 000-20,000.
4. Very high majority of the respondents are aware about Flat-
Screen televisions
5. Many of the respondents are feeling that all the television
perform the same job and only rest are aware about the different
television models
6. Similarly the awareness level about the advantage of watching
Flat-Screen television namely that the strain on the eyes will be
less in quite low
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7. Majority of the respondents preferred payments price for Flat-
Screen television is less than the now lowest prevailing price of
Rs. 20.000 of major brands in the market
8. print media and television are both rated to be equally affective
by the respondents.
9. Majority of the respondents are not aware about the availability
of various finance schemes.
10.SONY is listed as the most popular brand among convents and
television followed by videocon and BPL
11.SONY is again listed as most popular Flat-Screen television by
majority of the respondents followed at a distance by other brand
such as BPL and Videocon.
12.Pricem Quality and brand are the three much important factors
governing purchase decision by majority of the respondents.
13.Majority of the respondents do not won a Flat-Screen television
14.SONY is again listed as most of the respondents own SONYs
Flat-Screeb television followed by BPL, Videocon and AIWA.
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RECOMMENDATIONS
Sony example a creative marketers because it has introduced
many successful new products that customers never asked for or even
thought were possible; WALKMANS, VCRs, VIDEO CAMERAS,
CDs and so on.
Sony goes beyond customer-led marketing; it is market-driving
firm, not just a market driven fir. Akio Morita, its founder proclaimed
that he doesnt serve markets; he creates markets
Considering such a hollowed marketing background of Sony, it is rather
quite difficult to offer suggestions for its marketing efforts in India,
It is never hiders being attempted, for the reason that its
predicament in India, has found a place in the marketing guru
Philips kotlers book on marketing Management AKAI a Japanese
manufactures of stereo equipment and TV sts, managed to become a
TV set market leader in India by running value-added sales promotions,
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3) The retention and recall, level of TV advertisements and
specifically those of Flat-Screen television is quite low
4) possibly due to the crowded cluster of ads by various
manufactures competition ot catch the readers attention
Advertisement campaigns akin to Mera Number Ayega
promo by a soft drink manufacturer can be attempted to
increase the advertisement recall levels
5) Sony can start here too, its well known chain of retail units
abroad, to make the product readily available as many of
the retailers now do not shock Sonys products and even
those who stock Sonys product tend to concentrate more
on other brands.
6) The existing SONY WORLD product display and sales
though well designed to enhance its image like Sony
galleries abroad, has ban elitistoura to which middle class
people and others hesitate to step in the same needs to be
rectified to increase the number of visitors entering the
SONY WORLD to se for themselves the wide range of
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SONYS products there by leading to product awareness
which would ultimately translate into product purchase.
7) Road shows to present the product features to the public
can be started similar to the road shows to present the
product features to the public can be started similar to the
road shows being done by a south-Korean television and
other white goods manufacturer (SAMSUNG)
8) The awareness levels about finance schemes are rather low
which needs to be enhanced for increasing the product
sales.
9) SONY India needs look into the price factor and
promotional offers, even though its global corporate policy
may be, not to dilute its brand image by offering low
priced products and giving freebies, the situation in Indian
market however necessitates such offers in view of the
campaigns by competitors like AKAI which ahs been
noted even by marketing guru, Philips kotler himself in his
book on marketing management
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10) Exchange offer for black and white TV while
purchasing colour TV created marketing history by
increasing colour TV sales similar exclusive exchange scheme
campaigns for colour TVs while going in for Flat-Screen
TVs can be launched by SONY to increase sales of Flate-
Screen TVs
11) Appointment of popular cine and other artists as
brand ambassadors to endorse and propagate the product
features similar to the Hirthik Mania promo by Sony
entertainment television to increase the sales can be
attempted which would be very effective as the Indian
public hold the celebrities in high esteem
12) Flat-Screen TV sales can be increased if public are
given a sort of insurance about the longevity of picture
tube by giving long time guarantee offer for a couple of
years similar to five year long guarantee offered by
Thomson for some its products, as some are now under the
impression that Flat-Screen TVs are a costly risk
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ANNEXURE
QUESTIONAIRE
1. NAME: ----------------------------------------
2. AGE:
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-----------------------------------------------------------------------
-----------------------------------------------------------------------
BMC
5. OCCUPATION:
SALARIED
BUSINESS
OTHER (SPECIFY)
6. FAMILY MEMBERS:
7. FAMILY INCOME: 20000
8. Which brand of television do you own?
1. Brand name:--------------------------
2. Inches: --------------------------
9. Why did you buy the above brand
--------------------------------------------------------------------------------------
--------------------------------------------------------------------------------------
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BMC
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10. How many hours do you watch television per day?
..
11. What are the major factors that effect your decision making in
purchase of television. Give your preference in order.
PRICE
1. QUALITY
2. DURABILITY
3. BRAND
4. OTHER FEATURES
SPECIFY (others) ..
12. What is the price you are willing to pay for the television of your
choice?
18,000/-
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13. Have you heard of Flat-Screen television?
YES NO
14. Do you own a Flat-Screen Television : YES NO
a. If yes which brand
Specify
b. If NO do you wish to buy
Within future: YES NO
i) If YES which brand specify with
Reason
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15. Have seen an ad for Flat-Screen Television. If so through which
media?
ELECTRONIC MEDIA
PRINT MEDIA
15.Which media do you think is more effective?
ELECTRONIC PRINT
16.Do you remember SONYs Flat-Screen TVs ads?
17.Are your aware of any finance schemes of Sonys Flat-Screen
TV?
YES NO
18.Which is the popular one?
Conventional TV Flat-Screen TV
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BIBLIOGRAPHY
Principle of marketing Philips Kotler
Gary Armstrong
Marketing management Philips Kotler
Consumer behavior Suja Nair
JOURNALS AND MAGAZINES
Chip
Business Today