Project Report on Customer Satisfaction in Buying Televisions in India-Marketing Dissertation Topics
Customer Satisfaction in Television or Buying TV in India
Competitive Landscape in Television Industry in India
LG is the leader in the Indian consumer televisions and projectors sector, with 18% of total volume sales in 2009. New product development and effective marketing, coupled with strong distribution, have contributed to the growth of the company. With the launch of Jazz Theatre and Jazz Atom, the company’s strategy is to establish itself as a premium brand in LCD TVs. LG’s strength lies in Flat Panel Display (FPD) as 50% of the TVs sold were FPD in 2009. To further strengthen its position in the segment, the company has appointed film star Akshay Kumar as its brand ambassador for Flat Panel Display.
Despite tough competition from multinational brands like Samsung and Sony, Videocon Industries was the second leading company in 2009, with an 16% share. The company is also one of the key suppliers of CRT TV to ELCOT (Electronics Corporation of Tamil Nadu Ltd.), which distributes free CRT TV to people living below poverty line Aggressive marketing, effective distribution and new and innovative product developments are the keys to the company’s success. Videocon has benefited from a new brand identity with the launch of a new Videocon logo. To capitalise on the growing trend for DTH in India, in April 2009, Videocon launched its own direct-to-home service called Videocon D2H, and had managed to sell more than 250,000 connections by the end of December 2009.
With the aim of reaching more consumers, Videocon has launched two new retail chains, Digiworld and Digihome, alongside its existing retail chain, NEXT Retail. The company has placed particular emphasis on marketing its LCD TVs and ultra slim CRT TVs by launching integrated advertising campaigns.
Samsung leads the Indian digital TV subsector, with 31% of total volume sales in 2009. High quality products, a wide product portfolio and attractive promotional offers have contributed to the company’s growth. To celebrate the sale of 1 million flat panel displays in India in the middle of January 2020, Samsung launched the “Thanks a Million Offer”, giving gifts with the purchase of FPDs (including plasma and LED), digital still cameras and camcorders.
In CRT TVs, 20-22 inches is the best-selling screen size. For LCD and plasma TVs, however, the preference is for larger sizes: 32-inch and above in LCD TVs, and 40-inch and above in plasma TVs. Different companies have particular strengths in different screen sizes. 40% of LG’s LCD TV sales are accounted for by 20-26 inch models, whereas in CRT TVs 80% of demand is for 20-21 inch models. Regional and local brands like T-Series, Oscar, Beltek are strong in the 14-15 inch analogue TV segment.
DTH is the major product in convertors, decoders and receivers, thus sales are dominated by DTH players. In total, six players operate in the Indian DTH industry. Zee owns Dish TV, which leads the subsector with a volume share of 19% in 2009, followed by Tata Sky (17%). The substantial growth potential of the market has encouraged players like Videocon and Airtel to enter. Companies are fighting for shares by offering improved services to customers. For example, in order to differentiate itself from its competitors, Tata Sky is offering 10 interactive services, such as Active English, Active Mall, Active Wizkids and Active games.
2009 was an important year for the Indian television market in terms of new product development, with two significant launches. In March 2009, Videocon launched the Videocon Satellite TV, a TV with integrated DTH. This launch has given a boost to the niche TV combis market in India. In July 2009, Samsung launched India’s first LED TV.
Sony has stopped manufacturing CRT TVs, and is concentrating on strengthening its position in the digital TV market with its brand Bravia. The company is already at number two position in digital TVs. With a view to promoting Bravia, in June 2009, Sony launched a Rs360 million advertising campaign, with the tagline “Feel”. The campaign showed how the viewers are engulfed in the action taking place on TV, be it scuba diving, a cricket match or a dance performance, due to the clarity of the picture and sound.
Source- Euromonitor. (2010). Data retrieved October 22, 2010, from
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