What is a brand?

Study of four television brands: 1. Onida2. LG3. Sony4. Samsung

Survey Analysis

Conclusion

To compare four competing brands of

television from four companies and support

the study with a market research.

A brand is a collection of images and ideas representing an

economic producer; more specifically, it refers to the

concrete symbols such as a name, logo, slogan, and design

scheme intended to identify the goods or services of one

seller or group of sellers and to differentiate them from those

of competitors.

ONIDA LG SONY SAMSUNG

Started by Mr.G.L.Mirchandani and Mr.Vijay Mansukhani in 1981 in Mumbai

Strengths: Superior products, the combination of a distinctive voice, a cutting-edge advertising strategy, and purposeful marketing

Recently made a foray in other household appliances

Has a network of 33 branch offices, 208 Customer Relation Centers and 41 depots spread across India.

To build a brand around substance. To communicate simple truths that customers understand. To become a leader in our chosen field and become a globally recognized, prestigious company through synergistic business investment, differentiation through innovation, passion through empowerment, cost through economies of scale and world class systems and procedures that bring in delight of stakeholders.

To benefit society at large through Innovation, Quality, Productivity, Human Development and Growth, and to generate sustained surpluses, always striving for excellence, within the framework of law, and in nothing but the truth in which we base every action.

Commitment to society/nation Passion for quality Fairness People - our greatest assets Harmony and co-operation Courtesy and Humility Strive for continuous improvement ( KAIZEN ) Growth Innovation Gratitude

•TELEVISIONS

•AIR-CONDITIONERS

•WASHING MACHINES

•MICROWAVE OVEN

•PROJECTORS & DISPLAY PRODUCTS

FLAT SERIES• Ultra Slim (Price range:10990 )• Poison (Price range:13990-27990)• Oxygen (Price range:5990-18490 )• Black (Price range:7490-11990 )

CONVENTIONAL SERIES• KY Series (Price range:8990-9990 )

OTHER MODELS

Aashish Choudhary, the new brand ambassador.

Master brand strategy - Onida is the brand and the Devil is

the mascot or the brand ambassador. The Devil has remained one of the most

recognized symbols. This time the Devil advocates “Nothing

But the Truth”.

1. Brand Image2. Product3. Service & Quality

Brand must evoke the sense of pride of ownership in the consumer.

Over the years invested on making the brand more modern and contemporary.

Enjoy top-of-mind recall and prove that investments on the brand have been worthwhile.

Onida is one of the most reliable brands in the TV category with quality at top of priority list.

Onida lagged behind for a while because of the delay in introducing flat TVs.

Strong focus on Onida Black.

In a process of introducing plasma and rear-projection television.

Onida is seen as one of the most reliable brands in the TV category.

Quality at top of priority list.

A satisfied consumer is the best brand ambassador.

Cannot support sub-brands in each category hence, have an umbrella brand.

Onida is treated as unifying master brand across categories.

Does sport models such as Oxygen, Poison and KY Thunder, sub-brands, used for differentiation at the trade level for its CTV s.

Onida recognizes that a vigorously intelligent research initiative works at two ends

A team of 75 Engineers are at work at theOnida R&D centers in Mumbai and Delhi.

The team conducts research in the areas of :• Embedded Software• Industrial Design • Mechanical Engineering • Electrical Engineering • Model Shop

Movie-like experience to TV Programs

High picture clarity with DVMC

Digital sound with (((KY Inside)))

Product extension

Reported a 215 per cent export growth in two years.

The shipments to the Gulf contribute almost 65 per cent of Onida's export revenue.

Favored by hypermarkets like Lu Centers, Carrefour’s, Geants and Desmans in GCC countries.

Now a sizeable presence in Russia, Ukraine and neighboring CIS countries.

Export Plans

Plan to launch mobile phones in Indian market under the Onida brand.

To start with, seven models with prices between Rs 1,500 and Rs 8,000.

Planning to invest Rs 15-20 crore for marketing initiatives.

Eyeing premium retail stores.

LG is a large South Korean conglomerate.

Created as an appliance company in 1947 named GoldStar, it later merged with the chemical company Lucky.

In 1995, it was renamed "LG," the abbreviation of "Lucky GoldStar".

More recently, the company associates its tagline "Life's Good," with the letters LG.

Had already established the foundation for its two major sectors-the chemical and electronics businesses.

The LG Way includes LG's core beliefs, values, and

aspirations. It illustrates a vision that guides the thoughts

and actions of LG employees in attaining the ultimate

goal of becoming a "No. 1 LG”. The LG Way is reached

through the practice of "Jeong - Do" Management and

LG's management principles, "Creating value for

customers" and "Respecting human dignity."

LG has adopted new visions for the 21st century. Its new visions are to develop a corporation where employees reach their full potential, shareholders maximize their value, and consumers are satisfied and touched emotionally.

LG is now striving to fulfill its goal of becoming a first-class corporation by embracing "Jeong-Do" Management and continuous innovation

FLAT PANEL DISPLAY:

• LCD TV

• PLASMA TV

COLOUR TELEVISION:

• SLIMAGIC TV

• FLATRON TV

New strategy aims to focus on the premium segment of the market. The second most recognized electronics brand with 55.7 per cent unaided brand awareness. Sales of premium products in the Middle East is low and needs a boost. Sustaining one market price in all stores Maintaining a price gap with main competitors to retain a premium image. Unique promotions for target customers and well-trained customer care executives.

Leading Korea's electronics industry.

Has developed innovative technologies and products.

Through bold research and development, positive global marketing and sustained innovation.

New horizons in the global electronics and telecommunications industries.

LG Electronic India Ltd (LGEIL) is poised for an image makeover.

The company is repositioning itself by adding sheen to its designs, aesthetics and the product line to suit the new age consumers.

The company also plans to enter newer categories as a part of its expansion in India.

It is making a conscious effort to woo new age consumers.

The company is targeting a turnover of Rs 18,000 crore by 2010 in India, accounting for about 10 per cent of the company’s global sales, besides developing the country as an export hub.

Currently, India contributes to about six per cent to the global turnover, which is likely to go up to 10 per cent by 2010. This year, LGEIL has posted a turnover of Rs 11,500 crore as against Rs 9,500 crore last year.

Founded on May 7, 1946.

Masaru Ibuka and Akio Morita came together with a small team of passionate and committed group of employees. Sony created by combining two words of “sonus” and “sonny”.

In 1958 company formally adopted “Sony Corporation” as its corporate name.

Sony's Trinitron was world's first TV selected for an Emmy Award.

"To experience the joy of advancing and applying

technology for the benefit of the public.“

“To be the leading global provider of networked consumer

electronics and entertainment”

Sony India recorded a 20 per cent sales growth last year.

Has a distribution network of nearly 2,000 dealers and distributors.

Has 54 "Sony Exclusive" outlets and 39 "Sony World" outlets.

Manufacturing plant in Haryana, has an installed capacity of 3 lakh colour televisions.

Registered a turnover of Rs 850 crore last year and almost 65 percent came from colour televisions.

Restructuring and repositioning has enabled to regain status as a leading player in the global TV market.

Emphasizes on the superiority of Sony TVs' screen resolution and color display in its advertising.

Distribution strategy is important factor behind the brand's success.

Overviews the distribution channels, department stores, mass merchandisers, 3C chains, and small distributors.

BRAVIA™ LCD TV X Series (MRP Rs. 399,900-179,900)V Series (MRP Rs.123,900- 89,900)S Series (MRP Rs.25,900- 82,900)G Series (MRP Rs. 24,990)

CRT TV 21 (54 cms) & below (MRP Rs. 7,990-15,990)25 (64 cms) & above (MRP Rs. 14,990-25,990) 

Will increase network and wireless connectivity across its family of devices.

Planning to expand services that will enable customers to enjoy contents.

Unique position allows to offer compelling network services.

Offering highly anticipated film, “Hancock”, exclusively to all internet connected BRAVIA LCD TVs in the U.S. before available on DVD.

Environmental initiative- Green management 2010

Expect to improve the operations of their TV business significantly.

Strive for the global No. 1 position in LCD TVs by FY2010.

Promoting the concept of “open innovation”.

Effectively respond to rapidly changing customer needs and preferences in the network era.

Strive to achieve not only sales volume, but also sustainable and profitable growth.

Since its founding in 1938, SAMSUNG has maintained a mission statement that responds both to its own change, and to new developments in the world: "Economic contribution to the nation", "Priority to human resources", "Pursuit of rationalism". Each slogan represents significant moments in SAMSUNG's history, reflecting different stages of the company's growth from a domestic industrial leader into a global consumer electronics powerhouse.

Devote human resources and technology to create superior products and services.

Represents contribute directly to the prosperity of people all over the world.

Talent, creativity and dedication of people are key factors to achieve higher standards of living everywhere.

Create the future with the customers.

Since 1999, is practicing global brand communication strategy.

Based on research done by Interbrand INC., USA, Samsung Electronics is the fastest growing brand.

Will practice holistic marketing strategy to increase brand value with high quality products.

Launching a worldwide brand campaign.

Value structure follows P-V-P system.

Samsung divides the types of television as follows:

•LCD televisions

•Led LCD televisions

•Plasma televisions

•Ultra slim fit

•Flat televisions

Market oriented enterprise.

Global brand campaign

Improving corporate image from corporate advertising

Culture marketing with a special emotional appeal

Experiencing Samsung products first-hand

A company that cares for local communities

In 2006, the Financial Times ranked Samsung Electronics 9th in R&D investment. Investment in R&D has had a great impact on the electronics industry. Speed for remaining competitive in today’s digital era. Engineers adjust their thinking to develop original and innovative products.Partnering with suppliers to become a world-leading companyOne of the world’s most prolific patent creators

Importance of design is growing and hence, operate 7 design centers.

The experts at each location analyze local culture, lifestyles and industry trends.

Global research enables to build what people around the world wants.

Design excellence presented by numerous awards.

Example: Bordeaux Plus LCD TV

Helping to enrich life and bring greater convenience to customers.

Witnessing unprecedented change in industry, as technology evolves at ever greater speed.

Brings creativity as the spark for innovation and the driver of growth.

Continue to create technologies and products never imagined.

Dedicated to giving society new reasons to hope and endure.

Sample size-184

51

5838

37 Salaried service

Self-employed

Student

Others

DIVISION ACCORDING TO OCCUPATION

1.What brand of television do you own? LG Sony Onida Samsung

10

10

10

8

16

17

9

10

10

9

65

8

6

7

7

14

8

6

7

0

10

20

30

40

50

60

LG Sony Onida Samsung Others

Others

Student

Self-employed

Salaried service

Categorization based on occupation

Yes68%

No32%

2. Given a choice would you wish to experiment with another brand apart from the usual one that you own? No If yes, which brand? ……

0.00%

20.00%

40.00%

60.00%

80.00%

100.00%

No 46.15% 38.18% 27.59% 23.08% 14.71%

Yes 53.85% 61.82% 72.41% 76.92% 85.29%

LG Sony Onida Samsung Others

Brand loyalty to the brands

Price28%

Brand image19%

Product features

43%

After sales service10%

Price

Brand image

Product features

After sales service

3. What do you consider the most when you purchase a television? Price Brand image Product features After sales service

0.00%

20.00%

40.00%

60.00%

80.00%

100.00%

120.00%

Salariedservice

Self-Employed

Student Others

Price Brand image Product features After sales service

Salaried Service

Self- Employed Student Others

Price 25.51% 31.58% 22.41% 32.43%

Brand image 23.57% 26.32% 27.59% 18.91%

Product features 41.08% 26.32% 46.55% 32.43%

After sales service 9.84% 15.79% 3.45% 16.23%

12

10

13

4

8

12

25

8

14

3

10

3

7

7

11

3

9

4

16

4

0

10

20

30

40

50

60

LG Sony Onida Samsung Others

After sales service

Product features

Brand image

Price

ON THE BASIS OF TELEVISION BRAND

83

12

42

2027

49

53

31

3220

26

59

34

22

39

16

44

46

52

26

101630

59

70

0

50

100

150

200

1 2 3 4 5

Scale

Picture quality Sound clarity Screen size Appearance In-built functions

4. Rate these features in your order of preference. (1-most desired, 5-least desired) Picture quality Sound clarity Screen size Appearance In-built functions

3 Yrs5% 3-5 Yrs

11%

5-7 Yrs22%After 7Yrs

62%

3 Yrs

3-5 Yrs

5-7 Yrs

After 7Yrs

5. How frequently would you purchase a television? Within 3 years 3-5 years 5-7 years After 7 years

0.00%

20.00%

40.00%

60.00%

80.00%

100.00%

120.00%

Salariedservice

Self-Employed

Student Others

3 Years 3-5 years 5-7 Years After 7 Years

Salaried service

Self-Employed Student Others

3 Years 6.90% 5.26% 4% 5.41%

3-5 years 8.62% 15.79% 16% 8.11%

5-7 Years 22.41% 34.21% 36% 29.73%

After 7 Years 62.07% 44.74% 44% 56.76%

23

9

20

24

13

20

18

15

31

23

7

17

34

10

9

0

10

20

30

40

50

60

LG Sony Onida Samsung Others

After 7Yrs

5-7 Yrs

3-5 Yrs

3 Yrs

Brand wise frequency of replacing televisions

6. Which brand do you feel has the most easily accessible outlets? LG Sony Onida Samsung LG

34%

Sony38%

Onida11%

Samsung17%

0.00%

20.00%

40.00%

60.00%

80.00%

100.00%

Salariedservice

Self-Employed

Student Others

LG Sony Onida Samsung

Salaried service

Self-Employed Student Others

LG 32.76% 31.58% 34% 37.84%

Sony 46.55% 28.95% 42% 32.43%

Onida 8.62% 15.79% 10% 13.51%

Samsung 12.07% 23.68% 14% 16.22%

48

87

2228

60

43

40

40

44

34

53

54

32

30

69

62

0

50

100

150

200

1 2 3 4

Scale

LG Sony Onida Samsung

7. How would you rate the following brands of televisions on a scale of 1-4? (1 being the best) LG Sony Onida Samsung

8. Which brand according to you advertises its television most convincingly? LG Sony Onida Samsung

LG37%

Sony30%

Onida26%

Samsung7%

LG

Sony

Onida

Samsung

0.00%

20.00%

40.00%

60.00%

80.00%

100.00%

Salariedservice

Self-Employed

Student Others

LG Sony Onida Samsung

Salaried service

Self-Employed Student Others

LG 22.42% 31.58% 42.14% 51.35%

Sony 37.93% 31.58% 23.53% 27.03%

Onida 25.86% 18.42% 27.45% 16.22%

Samsung 13.79% 18.42% 5.88% 5.40%

9. Which company do you perceive to be the most customer service oriented? LG Sony Onida Samsung LG

30%

Sony42%

Onida14%

Samsung14%

LG

Sony

Onida

Samsung

0.00%

20.00%

40.00%

60.00%

80.00%

100.00%

Salariedservice

Self-Employed

Student Others

LG Sony Onida Samsung

Salaried service

Self-Employed Student Others

LG 18.97% 26.32% 34.33% 48.65%

Sony 51.72% 39.47% 42.14% 24.33%

Onida 18.97% 5.26% 13.73% 13.51%

Samsung 10.34% 28.95% 9.80% 13.51%

10. Which tagline from below do you find most appealing? LG – Life’s Good Sony – Like no other Onida – Neighbor's Envy, Owner’s Pride Samsung – Everyone’s Invited

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

Series1 22.83% 27.72% 30.98% 18.48%

LG Sony Onida Samsung

0.00%

20.00%

40.00%

60.00%

80.00%

100.00%

Salariedservice

Self-Employed

Student Others

LG Sony Onida Samsung

Salaried service

Self-Employed Student Others

LG 25.50% 7.84% 22.41% 29.73%

Sony 29.41% 18.42% 24.14% 24.32%

Onida 33.33% 47.37% 27.59% 35.14%

Samsung 11.76% 26.37% 25.86% 10.18%

ONIDA

LG

SONY

SAMSUNG

VARSHA MARIETTA

MANISHA VALERIE

RUNA PUMMI