bpl- televisions- brand revival
DESCRIPTION
Brand Revival- BPL - TelevisionsTRANSCRIPT
Presented By
Pravin PatneJagi Yadav
Reeta GuptaPriyanka Bachhav
Jerry DiasNeha Hazari
British Physical Laboratory (BPL) is a Private Limited Company as an Indian Electronics Company.
It was founded by TPG Nambiar in 1963 in Palakkad, Kerala, and is headquartered at Bangalore, Karnataka.
Manufactured hermetically sealed precision panel meters for the defense forces.
Nambiar’s Vision was to make BPL Group a “Household Name”.
Core Businesses- Consumer Appliances, Home Entertainment & Health Care.
About Us
1960’s –
India’s 1st ECG Machine -agreement with Fukuda, Japan
1970’s –
Power Line CablesElectronic scanners, CopiersSwitches & Relays.
1980’s –
Color TVs' – Asian Games.Microprocessors/Word.Telecom - EPABX
Unforgettable Brand Journey
Revolutionary 1990’s – Age of BPL- India’s first Frost Free Refrigerators- India’s First Fuzzy Logic Washing
Machine.- BPL VCR’s and Portable CD /Radio
Sets.- BPL Mobile – Maharashtra, Kerala.
Product Life-Cycle of BPL
Product development:Sale are zero and the company’s investment costs. In case of BPL it lies from 1963- 1982.
Introduction: Introduction is a period of slow sales growth as the product. Profits are nonexistence in this stage coz of heavy investment cost. BPL introduce itself as a COLOR TV manufacturer in 1982.
Growth: Growth is a period of rapid market acceptance and increasing profits. BPL it lies from 1985-95.
Maturity: Maturity is a period of slowdown in sales growth because the product has achieved acceptance by most potential buyers. In BPL it lies from 1995-2000.
Decline: Decline is the period when sales fall off and profits drop. In BPL it has come from 2000 onwards.
BPL – Consumer Products
Consumer Durables – TV’s , Refrigerators, Washing Machines, DVD PlayersConsumer Lighting – L650 Rechargeable Lantern, Solar Roof Top Solutions.Smart Home Systems -Security
BPL – Medical Technologies
Electrocardiographs ( Patient monitoring systems- ECG’s), Stress Test systemsCritical Care Systems : Acura V – Infusion IV Pump- Drips.Imaging systems & Monitors– healthcare – Cardiology, Obstetricians etc.Oxygenators Service & Consumables – AMC’s for Technical services- Computers etc.
BPL – Energy
Online UPS Systems for Enterprise communications and networking.Smart Energy Home Systems
Core Businesses
Believe in the Best
Happier Living Everyday
LED TV for all………………
Newly Launched- Affordable LED TV @ Rs. 6,999/-
15’’ LED TV
Low Cost – Rs. 6,999/-
21’’ LED TV
Low Cost – Rs. 11,999/-
Exchange Old CRT TV for a discount of 30% and get New BPL -LED TV
Key Highlights & Focus :
It is worth noting that though LCD and LED display flat panel TVs are here in India for almost 9-10 years now, these are yet to catch the market like wild fire.
Main Problems People not buying LED/LCD TV-
High Cost
The use of CRT (Cathode Ray Tube) TVs is refusing to go down.At many places today including shops and house one can spot a small CRT box. ____________________________________________________________
To Break this Barrier
Has stepped in with its unique Affordable & Cost saving LED TV
Why ???
Market Data and Latest News on Television Market - India
The CRT television market - 8.5 million units in 2013 - is expected to shrink to four million units this year, according to industry estimates.
At the same time, sales of flat-panel televisions are projected to grow to 8.5 million units in 2014 from 6.2 million last year.
Apart from Videocon and Onida, there are a slew of small local brands in the CRT television ..
The sector has been hit by poor consumer sentiments in a weak economy amid a 10-12% increase in prices due to a weaker rupee.
GENERAL
Brand BPL
Model Name BTX-15 R
Screen Type LED - HD
Display Size 15 inches
USB 1
CONNECTIVITY FEATURES
Component In (Y/Pb/Pr) Component Input (Y, Pb, Pr)
Composite In (AV) 1 Composite Input (AV
Other Connectivity Features
RF Input (Terrestrial / Cable Input)
VIDEO FEATURES
Digital Noise Filter Yes
Brightness 200 cd/m²
Aspect Ratio 16:9
Refresh Rate 60 Hz Motion Rate
AUDIO FEATURES
Number of Speakers 2
Sound Technology Dolby Digital Plus, Dolby Pulse
POWER FEATURES
Power Requirement AC 90 - 240 V, 50/60 Hz
Power Consumption 30 W, 1 W (Stand By)
Other Power Features Maximum with Stand Input Voltage: Less than 310 VAC
PRODUCT DESCRIPTION
SEGMENTING
Demographic : Age group – All Income Group – Middle & Lower Middle Class- Families Family Size - 4 -5 people in a family.
Geographic : Cities , Semi- Rural Areas.
TARGETING
Targeting Strategy or Targeting is the selection of the customers you wish to service.
• Cities & Semi- Rural Areas• Middle & Lower Middle Class- Families
CRT television replacement is a big market opportunity in India and we are poised to grow there by launching a small-size model which we believe will trigger 60% growth in television business in 2014.
Bridging the Gap
TARGETING
Target Audience : Lower Middle Class & Middle Class
POSITIONING
To Create an image in the minds of the Target Market for its Product & Brand
A Product’s Position is how the Potential Buyer see the Product
Steps :
1.Select Competitive Advantage : Low Cost & Affordable.
2.Effective communication to deliver in the Market : Differential Promotional techniques
“ Its not just TV, its BPL”
Why Replace CRT to LED
If you’re still holding on to your old big box CRT TV, you may unknowingly be adding to your household bills because of their high energy consumption.
Calculated on basis of watts consumed using the Television for 5 hrs. a day
Major Competitors;
•Sony•LG•Samsung
Present Scenario:
High Cost.Luxurious .Mostly Large in size.
Low Cost & Affordable Small , Medium, Large Economical .
Offers
--------------------------------------------------------------------------------------------------
CRT LED
Slim Factor Bulky Much slimmer, space saving
Screen Flatness Not Flat, concave True Flat Screen
Radiation Emits more electromagnetic radiation
Emits very little amount of radiation
Weight Heavy17” CRT weighs 16Kgs
Very Light17” LED weighs just 6Kgs
Glare Glare on eyes No Glare
Power Requirements High Power usage, more than 200% to an LED TV.17” CRT requires 90 watts.
Low Power usage
17” CRT requires 35 watts.
Why LED/LCD over CRT
DIFFERENTIATION
Process of Distinguishing the differences of a Product to make it more attractive
The Main Objective is to develop a position in that potential customers see as unique.
Highlights for Differentiation
Product Design LED Designed with Built in CRT model based Speakers. Quality HD – Led Quality with Power Saving. Additional Services Auto adjust Brightness & Contrast. Quality
Ventilation. Image Not just a TV, its BPL – LED for all. Price India’s most affordable LED TV – OLED Based.
Strong Differentiation Points
Low Cost : LED – Small size.
Rs. 6,000 – 6,999/-
OLED Based :- Not a regular LED TV
Organic Light Emitting Diodes, or OLED, is the second type of LED TV and the only one that uses pure LED technology. OLED TVs do not have the problems associated with either plasma or LCD TVs.
Instead of using color filters like LCD, or UV light like plasmas, OLED TVs create the basic colors of red, blue, and green by transmitting electricity through different materials that create a glow. Incredibly thin TVs with high brightness and contrast levels.
Because of this superior picture quality, OLED TVs are the most advanced thing to hit the TV market.
Strong Differentiation Points
BCG Matrix
BPL TV MarketBPL TV Market BPL Medical TechBPL Medical Tech
1990’s
SWOT Analysis
Strengths : BPL to build on its strengths like product quality, money value, proposition & presence across .Has good presence in Non- metro cities especially in the South.Strong Regional Brand - - towards large scale.
Weaknesses : TV market of BPL is Low .Competitors – LG, Samsung, Sony.
Opportunities : CRT Market Replacement, Small Sized LED TVs at low cost.
Threats : Any Local Brand , Competitors slashing rates of their LEDs.
Porter’s Five Forces
Michael Porter –
“An industry’s profit potential is largely determined by the intensity of competitive rivalry within that industry.”
Barriers to Entry – Large capital, lack of distribution, Strong brand preferences.Power of Suppliers – Small Dominant Suppliers exists.
Power of Buyers- Products are undifferentiated – easy switch to other suppliers.
Substitute Products – Relative price of substitute product declines.
Rivalry among Competitors – No. of Competitors increases. Industry growth slows.
Porter’s 5 Forces Analysis Rivalry among the competitor •LG, Sony, Samsung, Toshiba, Panasonic
Threat of entrants • Domestic conglomerates looking to start retail chains.
• International players looking to foray India.
Bargaining power of supplier • The bargaining power of suppliers varies depending upon the target segment.
• The unorganised sector has a dominant position.
• There are few players who have a slight edge over others on account of being established players and enjoying brand distinction.
Bargaining power of buyers • Consumers are price sensitive..• Availability of more choice.
Threat of substitutes •Unorganized retail •Local Brands ( China)
Promotional Schemes
Scratch Card Offers / Festival Discounts : Festivals – Diwali , Christmas
Free Installation- Free Installation and operating demo for every purchase.
EMI’s : EMI’s at zero percent interest rates.
Online shopping Discounts : Flipkart, Snapdeal, Amazon India.
CSR Initiative : BPL Delivery to Rural areas – Hospitals
Foursquare Discount : Customer checks in to an electronic showroom & buys BPL TV , a 15% discount will be given.
Exchange Schemes : Exchange any OLD CRT TV for a 30% discount and buy BPL TV of the same range ( LCD, LED)
Full Payment Discounts : 20 % Discount of Full Payment
Contests: Major Sports Events : BPL will have contests to win BPL LED TV’s
Advertising Strategies
Television Channels : Colours, Star Plus, Sony – Serial Times – 8-11pm
Radio : Radio Mirchi 98.3 , RED FM 93.5
Newspapers : Times of India , Free Press Journal, HT,
Magazines : India Today & StarDust
Online Advertising : Facebook , Twitter.
Event Wise : FIFA World Cup 2014/BPL, La Liga,UEFA
BPL Participates regularly in Preventive Healthcare Camps – Tamil Nadu
BPL & Health Management Research Institute jointly work on Telemedicine projects in Andhra Pradesh.
BPL supports frontline clinics in Palakkad, Kerala. Enhancing Primary Healthcare in the country
Corporate Social Responsibility
Vision 2015
BPL will be a leading player in the following four key areas:
Thank You