Consulting Vertical, Task No. 1
India is one of the largest markets in the world with more than 200 million potential TV
households and is still underpenetrated which makes India a more attractive growth market
for the entire TV and content value chain.
The growing number of smartphone users in India is also driving a need for Smart TV as
users look to continue their streaming content consumption on the bigger screens when at
home. The broader broadband penetration in the home will further drive the overall smart
TV usage. Though affordability and value for money are the key growth drivers.
Average TV units sold in India per annum = 15 million
LED units accounts for 90% of the total = 13.5 million
Our client target = 5% of market share
= 0.05*13.5 million
= 0.675 million (6.75 lakhs)
Average Refrigerators units sold in India per annum = 12 million
Our client target = 5% of market share
= 0.05*12 million
= 0.6 million (6 lakhs)
Since the disposable income of the people living in the cities are highest, we will initially
target the major cities of India and launch the products in the following cities with
population breakup:
(Assuming 5 people per family)
Major cities
Delhi
Mumbai
Kolkata
Bangalore
Total
Population (in lakhs)
160
180
140
85
565
Total Households (in lakhs)
32
36
28
17
113
Assuming that the market is growing at a rate of 15%,
Total potential customers = 15% of 113 lakhs (Around 17 lakhs units potential)
Estimated target for achieving 5% market share is around 7 lakhs units out of 17 lakhs
Converting the 7 lakhs units accounts to achieve 40% of total share in 1st year
Required Actions to achieve 5% share:
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Extensive marketing & advertising
Competitive price with attractive discounts
High quality products
Partnering with the e-commerce players & retail units
Strong local distributors in the cities