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BPL CASE STUDYBy AMAR BHOSALE
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HistoryBritish Physical laboratories is the flagshipcompany of BPL Group.Incorporated as a private limited company in1963.Starting from hermetically sealed panels businessareas now include consumer electronics,telecommunications, consumer durables, softenergy, professional and medical products, power and components covering over 230 products andservices.
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The highlights of the financial year
1999-2000 were as follows:T he market capitalisation of BPL was Rs. 5955 million as on31st March 2000T he turnover for the group stood at Rs. 20146.68 million and
profit after tax was Rs. 1071.28 million-4.5 percentimprovement over the previous year (1998-1999).BPLs return on capital employed was 15.72 per centInvestment of Rs. 24 crore in the area of Oracle Financing.Data Warehousing and Net enabling
T he companys contribution to the exchequer amounted toRs. 410.93 crores in the form of duties and taxes.
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R esearch ObjectivesT o study how the customer perceives theBPL range of C TV
T o identify the factors that influence thebuyers to buy and non-buyers not to buyBPL C TV
T o examine the effectiveness of variouspromotional activities
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L imitationsthis being a convenience sample, the analysis may not bea true picture of the target population.language problem, especially with the household
respondents of Harihar prejudice of some of the respondents.For instance, one of the respondents had a bitter experience with respect to BPL V CR. For this reason, he istotally against the brand name BPL and could not consider
even a single factor in favour of the BPL CTV
.low sample size of the dealers-that is, we could not findmore than 6 who were able to answer our questions in theareas surveyed.
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Anal ysis of sample tabula tions
Customers Questionnaire
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Ar e you a user of BPL CTV?
yes
n o
yes no
Numbers 20 10
% 66.7 33.3
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Wh at Inf luence s your decisio n to
pur chase colour TV?
Aesthetics Price Brand Reliability Performance Advt After Sales
RANK I 5 5 5 2 12 0 1
RANK II 1 8 8 3 6 2 2
RANK III 3 6 5 7 5 1 3
T he respondents ranked performance as the most important attributeinfluencing their purchasing decision. T he next important attributes are price,brand and aethetics.
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0 %1 0 %
2 0 % 3 0 %
4 0 % 5 0 %
6 0 % 7 0 %
8 0 % 9 0 %
1 0 0 %
A esthetics
r ice
Br a d
R elia ilit
Perform a ce
A dve r tiseme t
A f ter Sales
RA NK
RA NK
RA NK
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Wh at inf luence d your decisio n to
pur chase/ not to pur chase BPL CTV?
0
2
4
6
8
10
12
14
A e s t
h e t i c s
P r i c e
B r a n d
e l i
a
i l i t y
P e r f o r m a n c e
A d v e r t i s
e m e n t
A f t
e r a
l e s
USERS NON-USERS
It is found that the non-users have notpurchased BPL C TV .because of dissatisfaction with itsprice and performance.
Surprisingly, price andperformance are also
found to be the factorsthat have influenced thepurchase of BPL C TV .
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Wh ich br and you think is the toughest
compe titor to BPL CTV?
WA12%
AKAI3% PH ILIP
6%
LG15%
VIDEO CON3%
ONIDA34%
S ONY9%
S AM SU NG9%
CAN, T S AY9%
ONI
VI EO ONLGPHILIP
K IIWON
MSU NGN,T SAY
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D o you think BPL CTV is a
succe ssf ul/ unsucce ssf ul br and?
Frequency %
Successful 26 86.7
Unsuccessful 4 13.3
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Wh y do you think BPL has been
succe ssf ul/ unsucce ssf ul br and?
Successful %
Range of Products 38.5
Range of Prices 23.1
Promotional Activity 38.4
Unsuccessful %
Range of Products 25
Range of Prices 50
Promotional Activity 25
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Based on the price r ange what
impr essio n do you carry of BPL CTV?
Economica73 %
Costly27%
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G ive the size of the BPL CTV you
own?
"55%
5"5%
9"5%
"5%
"%
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Wh ich of the following add itional attri bute do
you per ceive as most important in your CTV?
pictur e in pctur e
18%
net savvy
technology57%
loc ing syst em25%
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Wh at do you think of advertisemen t of
BPL CTV?unsatisf a tory
4% Impr essiv e%
S atisf a tory6 %
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Y ou like/ dislike advt. becau se of
Like Dislike
Model/ Celebrity 35.7 0
Presentation 21.4 100
Slogan 39.3 0
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D o the various scheme s/ promotio nal
activiti es aff ect your pur chase plan s?
yes3%
no
37 %
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If you go for r epu r chase of TV , will
you r ef er BPL CTV?
no3%
yes
37 %
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D o you agr ee/ disagr ee with the punc h
line of BPL Believe in the Best
Agr ee4%
D isagr ee6%
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D eale rs Questio nna ir e
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Wh at Inf luence s your customers
decisio n to pur chase colour TV?
Aesthetics Price Brand Reliability Performance After Sales
RANK I -- 2 2 -- 2 --
RANK II -- 4 2 -- -- --
RANK III 1 -- 1 -- 3 1
According to dealers the top three attributes that influence their customerspurchase decision are: performance, brand name and price.
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Wh ich do you think is the toughest
compe titor to BPL?amsung
7%
Onida
66 %
LG1 7%
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Wh er e do you r ank the following
CTV s in ter ms of BPL Onida LG Samsung Sansui Philips
Brand Name 2 1 1 2
Aesthetics 3 2 1
Range of Products 4 1 1
Range of Prices 2 1 1 2
Performance 2 2 1 1
DPA 4 1 1CPA 1 2 1 2
After sales service 1 3 2
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D o you think BPL CTV is a
succe ssf ul/ unsucce ssf ul Br and?
succe ssf ul3%
un succe ssf ul1 7%
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R eason for succe ss?
R an e of prod uct s
80 %
R an e of pr ces
0%
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Cross Tabula tion Findings1) Out of the ten non-users questioned, nine of
them perceive the brand to be successful but stillthey have not gone for it. T hough majority of thepeople find the brand to be successful they haveactually not bought it, because of the followingreasons:
At the time of their purchase either the other brands hadcome out with better promotional schemes, or While in the showroom they made on the spot changesbecause they found the range of products offered by itscompetitors more appealing
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2)Based on demographics, lower income groups gave morepreference to performance whereas higher income group preferredbrand name.
3)Out of 20 , 6 users dont want to repurchase BPL C TV because:T he lower income group finds the range of prices and promotionalschemes offered by other brands more attractive vis-avis BPL.T he HIG feels that the quality of BPL is not up to the expected level of standards. T he trust associated with the brand name is falling.Surprisingly, half of the non-users are willing to go for BPL as their repurchase choice. T his shows privilege enjoyed by BPL as the marketleader in the C TV segment and also the minds of the people.
4) 60% users are affected by the schemes and 40% are not.
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R ecommen dations
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B rand Image should be maintained
BPL enjoys a good brand image, especially due to its reputation of conforming to quality in the consumer electronic goods market.T his story dates back to the time when there were not many brandsin the market and BPL was the only brand, which got hugelypopular especially due to its quality levels. But lately it has beennoticed that
T heir quality is going downNo prompt after sales serviceLess incentive schemes to dealers compared to competitors
So out recommendation to BPL is that if they want to retain their market share it becomes vital for them to maintain the brand imageand the trust which they have built over the years.
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Better Advertisements Another finding of our survey was that peoplewere in a very ambiguous state when asked as towhat they thought of the advertisements. Even onbeing told what they were, the respondents werenot able to recall them exactly. T he only ad whichcould create a considerable impression was theone featuring Amitabh Bachchan. T hus it isnecessary to come out with more attractive ads.
Also, the number and the frequency of the adshas to be increased on the television channels.
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Q uality ChecksIn the past, BPL could boast of its bestquality. But today we find that both the
customers and dealers have too manycomplaints with the quality of the product.T hus we think BPL should go for morestringent quality checks.
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Attractive Schemes for Customers
and Dealers in this R egionParticularly in the areas of Harihar andDavangere, we found that the customer
promotional and the dealer incentiveschemes offered by the BPL C TV arealmost nil, compared to its competitors.T hus, the company should give dueweightage to this aspect to survive as theundisputed leader in the market.
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Thank you!