Waking the Dead
Team: SIBM Rifles
Dyanora Evolutionary Cycle
1975-81
Market
Market
• License for manufacturing more than 10,000 units of TV sets
Competition
• No major competitor – only Solidaire
• Only B&W TV in 20” (51cm)
Management
• Introduction phase for Dyanora
• Removal of license of capacity expansion
• Import duty on TV components reduced
• Expansion of TV transmission towers
Competition
• Introduction of 14” B&W TV
• 22 firms allowed to manufacture color TV
• Emergence of state owned TV companies like Uptron. Keltron
Management
• Introduced color TV in 1982
• Huge and aggressive investment in brand building
1991 onwards
Market
1982-90
• Economic liberalization – reduction of import and excise duty
Competition
• Aggressive domestic players like Videocon, BPL
• Mid 90’s – International brands like LG, Sony, Samsung
Management
• Confused over future of Dyanora
• Preferred foreign brand over Dyanora
Industry Analysis
Market Size (By Volume)
CRT TV Sales (million sets)
15.88
16.38
FPD Sales (million sets)
18
17.2
12
4.5
12
10 X
1X
0.45
2006
2007
2008
2009
2010
2011
2007
3
1.5
0.85
2008
2009
2010
Market Size (By Brands)
CRT TV Sales (Total 12,000,000 Sets)
Others
LG
23%
29%
Onida
FPD Sales (Total 4,500,000 Sets)
LG
22%
Others
39%
2011
2011
Samsung
12%
Samsung
15%
22%
Videocon
21%
Sony
17%
2011
Contribution to total FPD sales
LED
LED
8%
15%
Industry is witnessing
a strong trend in the
form of LED display
getting preference
over LCD display
2010
2011
LCD
LCD
85%
92%
Market Size (By Screen Size)
CRT CTV Market Size-wise
Large Size
(29")
1%
Small Size
(14", 15")
33%
2011
Mid Size
(20", 21")
66%
Screen-sizes trend
over the years (Asiapacific)
Consumers are demanding
considerably bigger screens
than what they were
demanding 5 years ago
2009
25.6”
2010
26.7”
2011
28.9”
2012
30.8”
2013
31.8”
2014
32.4”
Competition Analysis
Samsung
LG
Sony
i. All 3 types (LCD, LED, Plasma)
ii. Added innovations of HD, 3D and
smart TV concept
iii. 17000 retail points
i. Evolving technology in 3D
ii. Other USPs---smart functionality
and design
iii. Special promotions for 3D
(experiential platforms):
1. Mall activations
2. Game festivals
i.
Videocon
Panasonic
Toshiba
i. 5000+ retail counters
ii. To include 2000 stores of own
retail initiative: DIGIWORLD
iii. Youth—biggest Target segment
iv. New products are connected with
consumers
i. 140 brand shops
ii. Increase penetration in Tier-II and
Tier-III cities thru distribution
iii. Showcase technology thru
increased customer interactions
iv. Smart TV + Browser function +
Localized apps
i. Aggressive distribution strategy
ii. Mega marketing campaign
iii. Popularity of Toshiba Power TV
(LCD+LED)
Onida
Haier
Philips
i. Increased range of LCD & LED
ii. Most significant introduction:
Onida Smart 3D LED TV
iii. Media: TV + Press
i.
i.
Emphasis on technology, quality,
innovation, value and service
penetration
ii. Exclusive brand stores: 167 Haier
Experience centers
Best picture-quality in LED TV
i. X-reality engine
ii. Intelligent peak LED
iii. Motion flow technology
ii. To increase dealer network to 6000
1500 dealers + focus on dealer
expansion
ii. Premium shops: Philips Arenas
Brand Positioning
Who am I?
What am I?
Product from the makers
of early B&W and Color
TV in India
Product of urban/modern
lifestyle showcasing the
aspirational needs
Target Market and Characteristics
•
•
•
•
Married
In early 30’s and 40’s
*Annual disposable income < 2 lacs
Tier-II and Tier-III cities having *population < 4 million
• Either do not own a TV or uses
traditional CRT
• Aspires for urban/modern
lifestyle
• Occasionally or regularly
watches TV with the family
• Earned a respect in the society
• Occasionally or regularly host
friends and relatives to home
• Wants to show-off product to
friends and relatives
Brand Relevance Factors
1
Can the brand regain some of its former glory?
• Low awareness and almost zero top-of-mind recall
• Increased awareness by making it relevant to present time
• Depicting the product from urban/modern lifestyle
2
Can its old positioning be enhanced through new positioning that is relevant and will
stand out?
Brand Positioning: 1975-2000
Product with latest technology to get in touch with the things going
around one’s life (mainly news)
Proposed Positioning
Leverage Factor: A product of urban/modern lifestyle with latest
technology
Emotional Appeal: Created Specially for you, sharing delightful today
and extra-ordinary tomorrow
Brand Revitalization Strategy
Long –Term Focus
• Design, connect with the customers
• Brand promise of urban/modern lifestyle
• Educating the market of being the early movers thereby re-enforcing
trust, reliability and quality of the product.
Correcting the mismanagement of brand
• No compromise on the quality
• Investing in the brand to create brand awareness and recall
• Carefully monitoring the target market for the changes in the lifestyle
Product Mix
SKU#
S1
S2
S3
S4
S5
S6
Screen Size
22 inches
22 inches
32 inches
32 inches
32 inches
41 inches
Resolution
1366x768
1920x1080
1920x1080
1920x1080
1920x1080
1920x1080
Display
LCD
(HD ready)
LED
(Full HD)
LCD
(HD Ready)
LED
(HD Ready)
LED
(Full HD)
LED
(Full HD)
Backlight
CCFL
End LED
CCFL
End LED
End LED
Front LED
Speakers
2-built in
speakers
2-built in
speakers
2-built in
speakers
2-built in
speakers
2-built in
speakers
2-built in
speakers
Speaker output
7W
10 W
16W
20W
20W
20W
Estimated Price
(in Rs)
12,000
14,000
22,000
29,000
45,000
55,000
Financials
2013
2014
2015
Industry Sales (lakh units)
45.00
67.50
101.25
Expected Volume (lakh units)
4.50
10.12
20.25
1260.00
3118.00
6861
Operating profit (cr INR)
63.00
156 .00
343
Marketing budget (cr INR)
50.00
124 .00
274
Revenue (cr INR)
Distribution Strategy
Margin structure
Company
Industry
Dealer
 Margin range: 4-9%
 Our target: 5%
 Competition:
 LG: 4.1%
 Sony : 5%
Samsung: 9.1%
 Dealer margin: 5-7%
 Our target: 5%
Dealers
Channel
mix
Experienc
e stores
Channel strategy
Distributio
n
Selective
Service
Exclusive
Since our objective is to gain
maximum market share at an
optimal service level
 Each city to have at least 1
exclusive showroom for the feel
factor
i. A single service centre in
each city in the first year
ii. Service centers established
on franchisee model
iii. Yearly training to be
provided to service
executives
Reach
Tier-2:
Mainstream
cities
 26 cities
 Population
> 1 million
Tier-3:
Climbers
 cities
 Population
> 0.5 million
Promotion Strategy
 In the Product Life Cycle, Flat Panel Display is currently in its growth phase
 Usage of persuasive advertising with the objective to increase brand awareness
Communication
Platform
ATL
(TV, Radio, Print)
BTL
(Activations at leading shops
and buses)
Trade promotion
Communication Details
a) TV: 45 second spot
b) Radio: 30 second spot
c) Print: 3 campaigns
a) Sponsored hoardings
b) Banners for buses
c) Standees at shops
a) Additional incentives
b) Trip holidays
Communication
Duration
3 months
2 months
Quarterly
Maximum
Moderate
Moderate
Reach potential
Appendix-1
Appendix-2
Appendix-3
• A study of consumer lifestyle behaviour with special reference to color televisions
Vijay R. Kulkarni | IJRMEC | Volume 2, Issue 5 (2012)
• Digital Dawn – The metamorphosis begins
FCCI – KPMG | Indian Media and Entertainment Industry Report 2012
• Can a dead brand live again
Rob Walker
• Reviving weak and dead brands: Insights from theory and practice
Sunil Thomas and Chiranjeev Kohli
• Color Televisions – Annual Report
An ADI Media Publication|TV Veopar Journal|April 2012
• Dyanora: RIP(1975-1995)
Harish Bijoor | 10th February 2009
• Samsung eyes 35 pc share of flat panel TV market in India
The Economic Times | 17th May 2012
• We have established a strong distribution system
4Ps B&M
• TV makers to move away from LCDs to LEDs
The Times of India | 21st may 2012
• LG returns to profit as TV sales improve
ft.com | 25th April 2012
• Samsung Electronics posts best-ever quarterly net profit in 2Q
The Wall Street Journal | 27th July 2012
• Sony's new CEO vows to revive company
The Wall Street Journal | 12th April 2012
Thank You