Final sony pvt ltd

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INTRODUCTION

INTRODUCTION TO TELEVISION

TELEVISION is a device by which still or moving pictures and sounds

are transmitted and received simultaneously through ratio waves. This

allows the viewers to see and hear reproduction of distant scenes &

events.

THE word TELEVISION is derived from the Greek word TELE

means at distance, & the Latin verb vision: means I see.

TELEVISION was not invented in a day or by a single person. It is an

outcome of the constant efforts made by a large number of scientists

such as GEORGE CARLEY, W.E.SAWYER, V.K ZWORKYKIN, and

J.L.BAIRD etc. over a long period of time.

The real credit of worlds first successful transmission of TV pictures in

1926 goes to JHON LOGIE BAIRD of Britain.

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TYPES OF TELEVISIONS:

There are two types of Televisions, they are

1. BLACK & WHITE

2. COLOUR TELEVISION

BLACK AND WHITE

At the transmitting station, a television camera takes picture of

person or scene to be transmitted when the light from the scene falls on

a plate on the camera, electrons are emitted. The scene is scanned & the

image is converted into electrical signal. These are called video signals.

After amplitude modulation video signals are transmitted.

Simultaneously doing frequency modulation also transmits the voice of

the speaker. Both the video & audio signals are received by the antenna

of the TV set & are reconverted into original picture & voice by the

receiver.

COLOUR TELEVISION

A TV camera at the studio converts the image of the scene into

electrical signals. In colour TV camera, there are three tubes, which

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separates the light from the image into red, green & blue with the help

Of diachronic mirrors. Then scanning is done. After if the picture is

feed to the transmitter. Sound in the studio is picked up the

microphones & after frequency modulation it is also transmitted. The

video and audio signals are transmitted on radio waves. The aerial of

the TV set receives these waves. The set reconverts the signals back

into back the pictures & voice by the receiver.

FIRST REGULAR TELEVISION TRANSMISSION SERVICES

STARTED IN THE WORLD

The first regular transmission services was started the

ALEXANDER PALACE OF LONDON on 2nd NOVEMBER 1936.

Since the invention of television is no turning back to the television has

undergone a tremendous change and improvement it as first transmitted

in black and white and then later came the colour telecast with true to

life colour and perfection.

TELEVISION today has become the basic and the most important

media for business news entertainment etc which was a mere source of

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education and curiosity when it came into being television has been

revolutionized with the application of satellite technologies variety of

channels from different countries can be viewed at our home by a mere

installation of disk antenna in today life television has become a

necessity rather than a sources of entertainment.

Today due to a change in the world of technologies the television sets

come with different sophisticated feature like remote control tinted

pictures tube auto search and memory function stereophonic sound

system flat pictures tube pictures in picture auto nap program memory

sleep time picture sharpness control etc the shape and size of the

monitor today come out with large channels memory of up to 99

channels with guaranteed durability year after year all these features

have made television watching not only enjoyable but also more

pleasurable than even before.

TELEVISION IN INDIA

In India T V transmission services started on the 15 th September

1959 in Delhi.

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Television in India no over 337 years old in the past four decade

television in India has experienced considerable change which have

been examined by research in different waves.

After independence the then prime minister of India

JAWAHARLAL NEHRU place the development of television as a

crucial issue on the national agent following is the growth of television

in India can be traced along two axis first there where technologies

innovation that made experimented television possible ultimately

leading to the current form of broadcasting that includes a combinatory

of satellite connection micro wave links and colour broadcast

simultaneously there where refinement in then variety of program on

television as it is graduated from a education medium to a limited time

one that now including a large range of program.

In this process of development there were two issues that were

focus of on going debate the first was the concern of the arrival of

medium of entertainment rather then education and secondly the

constant ten on the relieve do ordarshan of direct govt control to

provide a sense of autonomy to the broadcast institution

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Experiment with television begins in India as early as 1959 TO

start with the scope of program was restricted to educational broadcast

for a limited area around NEW DELHI.

The programs were primarily meant for medium & high school &

were beamed at publicity-funded school in around NEWDELHI. Which

were provided with television receivers in classrooms. The principal

goal of these programs was a to supplement classroom based education.

In addition there were some programs meant for farmer sin the

agricultural areas around the capital. These programs offered

instruction on faming method, notes on hygiene, method of family

planning & similar instructional fare. There were also some

entertainment programs to supplement these broadcast, which were

primarily based on Hindi feature films & sons. The variety of programs

was limited. This was first phase.

The second phase was highlighted with expansion of broadcast to

the rest of country. During the years 1970 to 1982. almost very part of

the Indian subcontinent was covered by television broadcast. The

finally came to break through in the history of Indian Television in the

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year 1982, the ASIAN GAMES were held in NEW DELHI, and

Doordarshan took the initiative to broadcast its telecast in Colour. Since

then the Indian, television has evolved into what it is today

Finally the Indian audience saw the entry of foreign channels in

to Indian during the years 1990091, through the satellite linkage. This

was followed by the entry of Indian private channels into the main

stream, which totally changed the outlook of Indian television. The

entry of similar private channels in the mainstream lead to competition

among them, thus benefiting the Indian audience with more better

quality programs & broadcasts.

Thus the television in has evolved into enterprises, which was

Initially restricted to education in and around NEW DELHI to what it is

today.

Finally the television industry in India is changing drastically in

constant changes in people habit the growing urbanization shifting

social value altered life style and constant development in the world of

technology television is no more consider as the luxuries item but on

the other hand T V has become an essential product for one and all

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television once called as the IDIOT BOX is know consider as a

INTELLIGENT BOX because of its multiple uses.

TELEVISION INDUSTRY

The TELEVISON INDUSTRY of our country is expected to

reach new peak in production in 1959 at more than seven million sets

thanks to satellite boom and reduction in excise duty as well as in

import duty announced in the central budget in 1994-19995 and in

1995-1996. The television industry seems to emerge out of deep

recission, which had over powered in the year 1990 - 1992, the small

upturn witnessed in 1993 failed to raise the spirit of the industry but

continued up surge seen in the year 1994 and the persistence of the

upward march in the first quarter of 1995 has once again infused the

life into this industry the trade sources predict that the television

industry would seek a new peak in production at more tan seven million

sets in 1995,

ALL TIME HIGH FOR THIS INDUSTRY.

The credit for this revival in T V industry largely goes to the

satellite and cable television boom. Besides the satellite invasion

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the minister of finance desires to be congratulated for having

reduce the excise duty on T V by one third the import duty on television

components reduces 25% in 1994-95 this couples with a drop in excise

in duty lowered prices of TV sets and widened the size of the market

There are two major factor which dictates the size of the TV

market in the country they are prices and the quality. For the upper and

middle income of the families reduction in the prices of the TV may not

mean much but for the low-income families it is not less then a boom.

It may be noted that the colour TV market in our country is

hardly one fourth of the B&W TV market pointing to the fact that the

not too-rich families are being attracted to the B&W TV. Among the

consumer durable, TV occupies the top position followed by others

such as radio, fan sewing machine etc.

The QUALITY OF INDIAN TV SET is comparable with the

best in the world. When TV's of the same size & prize range are

compared. Among the leading brands SONY, BPL, VIDEOCON &

ONIDA are in the forefront and there are hardly any differences in their

quality.

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ENTRY OF MULTINATIONAL COMPANIES

It is tough job indeed, to select a Colour television from the

galaxy of ranges and models now available in the market. There are

many international brands like SONY, ONIDA. Managing Director,

SONY MIRCHANDANI states that ONIDA is not afraid of any

foreign brands SONY, NATIONAL or PHILIPS, He ventured the view

point that the foreign brands would have to be afraid of ONIDA

because of its firm grip of the Indian market is biggest leveler, and they

we will see who stays and goes.

Going by the Governments current political predicament, it is

doubtful it the consumer electronics industry will get any relief on

duties in the common Budget. And the MNCs are ready to splurge on

advertising as well as give dealers the most attractive terms. Their main

aim now is to grab market share at whatever cost rather than worry

about profits. This is what makes the fight all should be interesting to

follow now Indian TV maker match the multinationals strategies in the

days to come.

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EXPORTS

Indian leading components like BPL, VIDEOCON AND ONIDA

are exporting the TV sets to various countries. In the year 1992 the

number of B&W sets exported (152, 486 TV sets) was three times that

of colour TV sets exported (47,9933) but the foreign exchange earned

was less than that yielded by Colour TV sets i.e. (B&W Rs. 237.6

million and Colour Rs. 321.9 million)

The number of B/W TV sets exported in 1993-94 was almost

equal to that of Colour TV sets but the foreign exchange was almost

one fourth of that yielded by Colour TV sets. i.e. (B/W number of TV

sets exported 67,195, amounting Rs. 127.6 million, and Colour TV sets

68,064 exported, amounting Rs. 449.6 millions) obviously the export of

B/W sets is the decline while that of Colour TV sets is on the rise. This

trend is likely to prevail in the coming years as well.

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INTRODUCTION TO MARKETING

Marketing occupies an important position in the organization of

business unit. Traditional view of marketing assets that the customer

will accept whatever product the seller presents to them. In this way the

main concern of the customer. But this point of view of marketing has

changed.

The modern marketing concept is viewed from the customers

point of view. Marketing is centered on the customer. Producer does

not produce what ever he lives but whatever consumers wants.

PHILIP KOTLER has rightly remarked, Market is analyzing,

organizing, planning, and controlling of the firms customer impinging

resources, policies, activities with a view to satisfying the needs and

wants of chosen customer groups at a profit.

MARKETING performs all those functions, which are necessary

to pass on goods from producer to the customers in a process to satisfy

their needs. Thus the prime objective of modern marketing is the

satisfaction of customers needs. Therefore, marketing functions are not

Limited to the functions of bring and selling but they include functions

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Necessary to satisfy the customers such as financing,

Storage, risk bearing after sales services etc. thus one can safely

say that MODERN MARKETING STARTS AND ENDS WITH

CONSUMER.

In a business firm marketing generates the revenues that are

managed by the financial people and used by the production people in

creating products & services. The challenge of marketing is to generate

those revenues by satisfying customers wants at a profit & in a socially

responsible manner.

MARKETING is the process by which sellers find buyers & by

which goods and services move from producers to consumers. There

are many marketing process, other marketing activities include

financing by banks and delivers to shops and homes. Marketing is so

important to industry that about half the cost of goods and services

results from the marketing process.

MARKETING is quite an old profession, but still be assuming

new dimensions, it looks new & it is attracting many people to this

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Profession with the introduction of BARTER EXCHANGE

market

Activity started functioning. But the marketing has seen the light

of the economics, the mother science of marketing, contained all the

process of market, it did not expose the ideas prosperity. Because of

this marketing developed as anew area of study & practice in the 20th

Century. It has passed through many phases and is aiming to

attain new heights. The goods and services considered to be the

preserve of rich at one time have reached the common man today, due

to unstilted efforts of the marketing activity. Television, type recorded,

mixer, etc. have become a necessity in large majority of the households.

Majority appliances. The task of the kitchen work is made easy. All

this has appliances. All this has appliances. All this has been made

possible, because of the developments of marketing. As the twenty first

century is fast approaching, marketing is becoming more attractive at

the company, state, national & international levels. In the early days,

there was no difference between Selling & Marketing. But today

the difference between these two terms has been clearly made.

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MARKETING According to WILLIAM STANTON.

Marketing is a total system of interesting business activities designed

to plan, price, promote & distribute want satisfying products and

services to present & potential in customer. Thus the main idea behind

the concept is customer-satisfaction. Selling is normally concerned with

the transfer of goods and services to the consumers or prospective

consumers for the exchange of money. It is one of the important

functions of marketing.

Many organizations have involved in developing marketing

activities of satisfy the needs and wants of a group of customers. This

segment concept has

helped in the development of new products & services & also

specialization in selling is being attained with the developments of new

markets & new avenues of selling, a wide variety of consumer &

producer goods has been designed & developed for many & the

marketing has been designed & developed for many & the marketing

has become a good profession.

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The role of organization in developing the marketing activity

cannot be ignored. Several institutions are involved in discharging

marketing functions. They may be small or big, good, or bad, but they

are on their toes to satisfy the human wants. The developing countries

are giving much importance for marketing to develop their internal &

external markets. Even the socialist countries have started studying the

marketing concepts in a scientific way to introduce them actively in

their internal distribution systems.

There are some people who believe that a large part of the money

spend on marketing is wasted but most economists believe the

marketing process actually benefits customers. For example market

research helps industry to offer what customer need & want marketing

also provides with shopping information & makes product available to

consumer on convenient quantities at nearly locations

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In the modern concept of marketing there are three basic features,

They are

1. CUSTOMER ORIENTATION

2. INTEGRATED MARKETING

3. PROFITABLE SALES THROUGH CUSTOMERS

SATISFACTION

In the modern concept of marketing, the consumer is the king in

the market consumer tries to satisfy his wants from different market

sources this tastes, fashion & preferences also change from time to

time. Hence the marketer should learn the art of reading the mind of the

consumer & act accordingly. Consumer in most 6 countries can choose

from a huge variety of products & services. Therefore, to make its

products & services attractive to customers. Every growing business

engages in five major marketing activities.

1. MARKET RESEARCH

2. DISTRIBUTION

3. PRICING

4. PROMOTION

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In the modern concept of marketing, the call for a customer

orientation has been expressed in many different ways, here are few

popular slogans to quote; we are not boss, the co\customer is What the

consumer wants the consumer gets, the customer is at the top of tube

organization chart, Look at the company through the customers

eyes, Consumer is the king, We are to produce what people want

not what we sell. Marketing begins with consumer and ends with

consumer etc

The modern marketing concepts emphasis the consumer severity

the marketing team was often referred as a social economic process in

the past broadly speaking the marketing activities are under taking for

the benefit of the society but times have changed.

At present society depend more and more on marketing system

and help in deciding what to produce who will produce and how much

to be produce etc. yet another broader outlook is what of viewing

marketing business as a part of business activity. It is with the

concentrated effort of the firms that the goods and services finally reach

the consumer. Though a direct correlation is practically absent, it is the

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marketing system which coordinated various business activities

to large extent.

The marketing management represents an important function a

area of business management efforts for the flow of good & services

from the producers to the consumers. It looks after the marketing

system of enterprise. Marketing management performs all managerial

functions in the field of marketing. It has to plan and develop the

product on the basis of known consumer demand. It has not build up

appropriate marketing plan or marketing mix to fulfill the set goals of

the business it looks after their implementation and control Marketing

management is responsible for the organizing directing & controlling

all marketing activities included in the process of marketing program

and conducts the marketing campaign. Finally it may evaluate

continuously the effectiveness or each of the marketing mix and

introduce necessary alterations or modification to remove discrepancies

and deficiencies discovered in the actual execution of all marketing

plans, policies & procedures.

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Before to sum up the introduction to marketing a selected few

important definitions on marketing, makes one clear to understand what

actually marketing is.

According to PHILIP KOTLER, marketing is defined as A

social and managerial process by which individuals & groups acquire

what they need & want by creating & exchanging products & utilities,

with other.

The AMERICAN MARKETING ASSOCIATION state

marketing is the performance of business activities that direct the flow

of goods and services from producer to consumer or user. In the

words of CUNDIFF & STILL Marketing is a total system of

interacting business activities designed to plan, promote and distribute

want satisfying products and services to present & potential

consumers.

STANTONs definition of marketing is quite comprehensive and

consumer oriented. It includes both psychological and physical points

of view thus marketing activity starts long before production of the

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products and continues till the full satisfaction of the consumer,

therefore it is said that,

Marketing begins with the consumer and end with the

consumer.

MARKETING CONCEPTS

MARKET

Market consists of all the potential customers sharing a particular

need or want that night be willing & able to engage in exchange to

satisfy need or want.

MARKETING

Marketing a social process by which individuals & groups obtain

what they need & want through creating & exchanging products &

value with others.

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MARKET POTENTIAL

It is defined as the amount of sales for the product or service,

which one may except if the market were fully developed.

MARKET DEMAND

Market demand for a product is the total quantity that

would be purchased by a defined customers group in a defined

geographical area in a defined marketing environment.

PENETRATED MARKET

The penetrated market is the set of consumers who actually buy

product.

ADVERTISING

The American marketing association defines advertisement as

any paid form non personal communication of ideas and services by

business firms identified in the advertising message intend to lead a sale

immediately or eventually or in the words WHEELER state advertising

is any form of ideas goods or services for the purpose of including

people to buy.

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CONSUMER BEHAVIOUR

Consumer behavior is a behavior that consumer display in

searching for purchasing using evaluation and disposing of product

services and ideas, which they expect, will satisfy there needs. It

includes the study of what individuals buy why they buy it how they

buy it when they buy it and where they by it

CONSUMER AWARENESS

Consumer awareness is the knowledge of consumer about

existence of a product in the market it is a measure of the effectiveness

of the communication techniques adopted by the market.

PRODUCT

Product is a tangible offer to the market including product feature

packaging branding and to cover any thing that can be offered to a

market for attention acquisition use of consumption that might satisfy a

need or want it including physical object services person place

organization and ideas.

PRICE

Price can be broadly defined as the amount of money the

consumers have to pay a specific product.

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LAUNCH

The dictionary meaning of the word launch is to take of from

land or initiate or to set going the term is used in the marketing to

symbolize the take off of a new product in other words when a new

product is manufactured and is introduced into the market the entry of

the product is called as launching of the product.

MARKET SEGMENTATION

It is a decision of the total potential market into the smaller

homogeneous segments for which they are design a specific product

and or promotional campaign.

MARKETER

A marketer is one who seeks a resources from some one else and

is willing to offer something of value in exchange in other words a

marketer can be a buyer or seller.

USER

Users are those who use the product or services in many cases user

initiate the buying proposal and help to define the product

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RESEARCH DESIGN

OBJECTIVES OF THE STUDY

The main objectives of the study was to gauge consumers

awareness and perception towards Sony FLAT screen TELEVISION

The study also attempts to analyze whether consumers known

about the difference between ordinary and flat screen televisions.

The idea being to study whether the consumers are also about the

important unique advantage of flat screen television that it reduces the

strain on their eyes, which sets it apart from the other normal television.

The market for that screen television will increase it the levels of

awareness, about the uniqueness of the product goes up

The study also attempts to evaluate the consumers perception

towards the advertisement of that screen televisions.

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STATEMENT OF THE PROBLEMS

Consumer goods market has undergone revolutionary changes

thanks to the liberalization of the Indian economy in the year 1991. now

the consumers are provided with made variety of choices unlike the

earlier period characterized by paucity of verity with one or two

suppliers.

Television market is now flooded with many brands with range

of products carrying different technical features. The market is hardly

competitive with all the brands trying to attract customers attention

whose purchasing potential are well entrenched in viewers homes the

companies are trying to push high value products such as flat screen

television home theater systems etc.

Accordingly the field chosen to study was flat screen television

market brand chosen Sony Sony being a name almost synonymous

with innovativeness in audio and television products.

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RESEARCH MATHODOLOGY TYPE OF RESEARCH

The type of research used for this study is a qualitative variables

the target respondents were pointed out and a survey was conducted

amongst and a survey was conduct amongst them, using the interview

method.

I. DATA

Both primary & secondary sources of data were used in the

compilation of this project.

Primary Data

Primary data has been collected from the respondents who where

interviewed there first hand responses was the basis on which the

analysis was carried out.

Secondary Data

Current information regarding the subject & the company has been

obtained from business magazines, Trade journals, and company

profile.

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2. Tools of Data collection

The main tool that has been used in data collection is a

questionnaire that has been constructed for this purpose. Using the

above tools the primary data has been abstained.

Sampling Method

The sampling method adopted here in convenient sampling

method in this method the easiest population members are selected

from different segments to obtain information.

Statistical tools & techniques

1. Tabular representation of data: the qualitative response were

tabulated & represented in table form.

2. Percentages: The tables contain the absolute figures & the

percentages in respect to the total figure. The percentages were used to

generalize the study.

3. Graphs: The aggregated tables are represented pictorially to provide

easy comprehension of the data.

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Plan of Analysis

The analysis has been done in the following ways:

Step 1:

The data is aggregated & represented in tabular form.

The tables contain the absolute figures & there percentage to

the total has a table number & title heading.

Step 2:

The percentages are analyzed to quantify the trends shown.

Step 3:

The analysis is studied to provide a qualitative inference to what

the data in the table shows.

LIMITATATIONS

The study has certain limitations under which it was carried out

as they were unavoidable so it was decided to carry out the study

inspire of all these limitations, these limitations are as follows.

A. TIME CONSTRAINT

The time period was limited & the study had to be carried out

within the period of 1 month.

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B. SAMPLE SIZE

Due to the time limitation, the sample size was restricted to 100

consumers though all efforts were made to make it as representation of

the total sample of BANGALORE CITY as possible still the sample

size is small in comparison to the Bangalore market; hence the

limitation of the study as for as sample size goes

C. RANKING OF CONSUMERS

The ranking of consumers in terms of advertisements picture

clarity appearance & overall quality is based on the individual

perception of the respondents on each of these aspects, which many not

are accurate & binding. One of the factors influencing the respondents

perception may be the brand loyalty towards their brands.

D. FUTURE APPLICATION

Due to a continuous technological progress & also inevitable

growth of volume or patterns of information needs of futures years,

futures changes in the demography & economic states of the consumers

will also restrict the applicability of this study.

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COMPANY PROFILE

ORIGIN AND BRIEF HISTORY:

SONY a name now synonymous with entertainment electronics

had humble origins. Two friends MASARU IBUKA and AKIO

MORITA literally built it from the ashes in a building that had cracks

all overdue to the Second World War that ranged Japan, in the year

September 1945.

Continuing two words created the name SONY one is

SONUS which is Latin meaning sound and sonic the other words is

sonny meaning little son. Thus creating a power brand name

implying sound and family ties a typical hallmark of Japanese

management. Thus Sony came to represent group of young people who

have the energy and passion towards unlimited product creation for

listening to sound music.

It had its humble origin in repairing war damaged radios or the

ones that had the short mare unit disconnected by the military police to

prevent the public from tuning and listening to free world allies

propaganda broadcasts. The next step was rice cooker, followed by tape

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recorder and transistor radio. Gradually it developed other products

such as television, video cassette player, walk man etc.

The companys founder owner AKIO MARITO created history

by suggesting the idea, which was first laughed at by even his own

technical group, to build small light weight apparatus which he

suggested could be achieved by retaining only listening part rather than

recording part in a tape recorder that would enable people to carry into

in their shirt or trouser pockets. Thus walk man was born the rest are

golden words carved in the annals of product innovation and marketing

history.

Fro exporter of electronics entertainment items Sony started

establishing manufacturing units in Europe and USA thus breaking the

myth that Japanese products are neither of good quality nor durable.

Then there was no looking back it started acquiring music recording

companies and even Hollywood studios.

Indian consumers were also well aware of Sonys products even

in the pre-liberalization years when there was virtual ban on import of

Consumer electronic goods. Sonys product was the favorite item

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carried back by Indians working abroad and Indian tourists who visited

foreign countries. The smugglers also pitched in by pumping in the

Sonys products on the sky.

Liberalization of the Indian economics in 1991, helped in the official

entry of Sony into India, to entrench its presence in the large Indian

market. Earlier also it had made memorable moves to impress the

Indian consumers by establishing authorized service centers operated

by third parties to service SONY Products lined a far sighted move

considering the fact that it had no legal obligation to do so. The name

SONY needed no introduction discerning INDIAN buyers. It could

rapidly notch up substantial part of the Indian television market in spite

of the presence of earlier well-entrenched players in the market like

Video on the BPL.

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SONY GLOBAL CORPORATE PRESENCE & PHILOSOPHY

In the 1970s established production and management facilities in

the United States and Europe as it pursued localization of its sales and

service channels.

The yen-dollar exchange rates shift from 200 yen to the 100

yen range made the 1930s a tough period for Japanese firms which

relied heavily on exports. For most of the decade, 70% of Sonys sales

but only 20% of production had been performed overseas. As the yen

strengthened, it became less profitable to manufacture goods in Japan.

The surging yen promoted increased overseas production and

Sony expanded into Asia from its bases in Europe and the United

States. Sony built nine plants in Asia during the 5 years following the

signing of the plaza accord in September 1085. this new region

constituted a promising market and was relatively protected from the

immediate effects of the strong yen.

The situation made increased overseas production

inevitable, but Olga and Morita were looking at Asia from a global

perspective. They believed the region would not welcome their building

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plants merely to benefit from cheap labor costs. Instead, Sony needed to

develops its Asian bases as supply centers for high-technology

products. In line with this Sony precision engineering center

(Singapore) pte Ltd (SPEC) was established in Singapore to

manufacture optical pick up for CD player.

As the yen continued to rise through the 1980s Sony established

a fourth regional operation center in Asia with this Sony was both

producing and selling in Japan in United States, Europe, and Asia a

goal to achieve 35% of manufacturing outside of Japan was set for the

1990s

The next step in Moritas to establish regional R&D and

engineering center he stared this project in late 1980s by setting up

operational head quarters in each region in the early 1990s by setting up

operational head quarters in each region in the early 1990s ken Iwaki,

general manager of corporate division implemented specific measure to

achieve true globalization based on these principle.

Sony began with Europe and then made moves in the USA

and Asia. Sony Europe G.m.b he was established in Germany in

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November 1986 as a self contained operation in anticipation of the

planned unification of the EC believed that manufacturing and

engineering had to be further strengthened in the United States for Sony

to truly become an international manufacturer his mission was

restructure Sony international (Singapore) Ltd (SONIS), founded in

1982 would serve as the regional head quarters for Asia.

These operational headquarters were given the authority to

make decisions regarding production sales logistic technology and

financing to maximize operational efficiency and meet regional needs.

Sony world headquarter (WHQ) in Tokyo would serve the

Japanese domestic market as well overseas the entire global operation

Japan is often used as the market for innovative new product and it

would continue to function as primary center for R&D and

development of new production technology WHQ would co-ordinate

future activities so that the four regional head quarter would

complement each other to enable global collaboration that maximized

resource.

At both the general management conference in may 1988

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and the international top management meeting in July of the same year,

Morita, who was then chairman, set a new course for Sony. Europe,

and Asia must set new headquarters in Japan, the United States, Europe,

and Asia must set new goals to localize operations. This process must

be conducted in accordance with the unified goal of making Sony a

truly global company. I would thus like to introduce the principle of

global localization as our future guiding principle. This a new way of

global company. This is a new way of life for Sony, where by we meet

local needs with local operations while developing common global

concepts and technologies. Scheduled for 1992. it was headed by

Jacob j. Schmuckli, former president for Sony Deutschland G.M.B in

July 1987, Masaaki Morita, then vice president, moved to United States

as chairman and CEO of SONAM, he believed that manufacturing and

engineering had to be further strengthened in the United States for Sony

to truly become an international manufacturer. His mission was to

restructure Sony Corporation of America from a global perspective. In

September 1987, it was decided that Sony international (Singapore)

Ltd. (SONIS), Founded in 1982, would serve as the regional

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headquarters for Asia.

These operational headquarters were given the authority to make

decisions regarding production, sales logistics, and financing to

maximize operational efficiency and meet regional needs.

Sony would headquarters (WHQ) in Tokyo would serve

the Japanese domestic market as well as overseas the entire global

operation. Japan is often used as the test market for innovative new

products, and it would continue to function as the primary center for

R&D and the development of new production technology. WHQ would

co-ordinate future activities so that the four regional headquarters

would complement each other to enable global collaboration that

maximized resources.

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PRODUCTS PROFILE

Audio

MD SYSTEMS, CD players, headphone stereos, personal

component stereos, hi-fi components, radio-cassette tape recorders,

tape recorders, IC recorders, radios, headphones, car audio,

professional-use audio equipment, audiotapes, and record able MDs.

Video

8mm/Digital-8, DV-, and VHS- format VCRs, DVD-Video

equipment, and videotapes.

Televisions

Color TV, projection TV, flat panel displays, personal LCD monitors,

car TV, professional-use monitors/projectors.

Information and communications

Computer displays, personal computer peripherals, data media, IC

recording media, satellite broadcasting reception systems, telephones,

car navigation system, and video printers.

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Electronic components and other

Semiconductors, LCDs, electronic components, CRTs, optical pickups,

batteries, FA systems, and an internet-related business in Japan.

MILESTONES IN THE COMPANY

1950: g-Type, Japans first tape recorder

1955: TR-55, Japans first transistor radio

1960: Worlds first transistor, compact size, VCR

1968: Trinitron color TV

1971: inch, U-matic VCR

1979: Walkman, the headphone stereo

1982: CD player Beta cam, a single-unit, inch, broadcast use

camera

1985: single-unit, 8mm video camera

1987: Digital Audio Tape (DAT) deck

1989: Mavica, electronic, still image camera

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1991: High-resolution, High-Band system, 8mm video series,

CCD-TR55, lightweight, compact-size, single-unit 8mm video

1992: HD Trinitron. 36-inch colors HDTV for home-use

1993: Kirara Basso Series with Super Trinitron picture tube

1994: Minidisk (MD) system

1995: Digital Beta Cam system, broadcast-use, component

digital VCR

1996: Worlds first high-brightness, green light-emitting diode

1997:Technolgy plasmatron, flat panel display

Digital Video camcorder for home-use, Digital Handy cam

Basic specifications of new format for high-density optical

disc Finalized, including new format name, DVD

1998: Personal head-mounted LCD monitor Glasstron

Cyber-shot Digital Still Camera VAIO PC by SONYFD (flat

Display) Trinitron

1999: DVD Video Player

2000: Memory Stick Record able IC Memory Card products

(September)

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2001: Super Audio CD players and related products (May)

Entertainment Robot AIBO (June) Memory Stick

Walkman with copyright-protected Magic Gate Memory

Stick (December)

2002: Sonys personal Entertainment Organizer CLIE

(September)

Sony Develops Small Biped Entertainment Robot (November)

Commercialization of Personal IT Television air board

(December)

2003: Sony Demonstrates Info stickTM Blue toothTM Module at

CES Wireless Data Exchange Solution for memory stickTM

Expansion Module-(January) Sony Develops Worlds Largest

Full Color Organic EL Display (February)

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PRODUCTION

SONY FLAT SCREEN TELEVISIONS AND THEIR MODELS

Todays TVs deliver incredibly sharp images thanks to

advancements like flat screen tubes & digital comb filters. So nothing

shines directly into your eyes, making it easy for you to watch

television for even longer periods. And with a radius of curvature thats

infinity, you can se its perfect picture from anywhere your want to. The

worlds only television that welcomes your to the real world.

WEGA DRC SERIES: -2 MODELS

There nothing quite likes the magic of digital reality creation.

Sonys unique digital signal processing technology. An image with four

times the density.

WEGA XA FE TRINITRON SERIES: - 6 MODELS

The new intelligent television with three intelligent solutions

(Picture, comb filter, volume). Televisions that are equipped to do all

your thinking while you sit back & soak in the visual experience.

WEGA FD TRINITRON SERIES: - 2 MODELS

These compact models are a great choice for a bedroom or office.

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NEW ARRIVAL: - 1 MODEL

The Television that is flat at all the corners.

PRICE LIST

MODELS PRICE

WEGA DRC SERIES

1) KV EX29M97/67 Rs. 79,990/-

2) KV EX34M97/67 Rs. 1,19,00/-

WEGA XA FD TRINITRON SERIES

1) KV XA21M83 Rs. 24,490/-

2) KV XA29M80/50 Rs. 49,990/-

3) KV XA21M93 Rs. 26.490/-

4) KV XA29M97/67 Rs. 57,990/-

5) KV XA25M80/50 Rs. 38,990/-

6) KV XA34M97/67 Rs. 87,990/-

WEGA FD TRINITRON SERIES

1) KV HF14M80 Rs. 15,990/-

2) KV XF21M80 Rs. 24,490/-

NEW ARRIVAL

1) KV TG21M70 Rs. 19,990/-

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FEATURES OF FLAT SCREEN TELEVISIONS

Intelligent Comb Filter : Reduces dot structure and cross

Colours on images, thus colour

Boundaries will be more defined and

shaper.

Power VM: Adds an additional modulation boost in the

Velocity modulation coils which refine

sharpness at edges, revealing the most

Minute details.

Dynamic Focus: Focal points are made sharper and

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more Precise, with the reduction of the size

of the beam spots.

Dynamic Electromagnetic: Makes focus voltage more sensitive and

precise to improve focal points Quadra-

Pale (DQP) across the screen, giving crisp

images even at corner.

Intelligent Picture: Improve picture quality with

noisy signal/blur signals strong weak

signals.

Picture Mode: You can select the most optional

picture mode-Dynamic,

Standard, Hi-Fine and personal,

to match your viewing

environment.

BBE System: Reduces audio distortion, adding

a long delay time to lower

frequencies so that higher

frequencies are transmitted

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simultaneously, thereby

neutralizing the distortion effect.

D.B.F.B: A highly sensitive bass

enhancement system that

produces full-bodied bass sound

even at low volumes.

Once activated, the different variations in sound level that results

from changing broadcast

channels or switch among the

various video of TV

entertainment available are

brought to a constant

(predefined) level.

Sound Output: 6W+6W+15W

Dual exhaust 3d system: Large 160mm woofer which

deliver Intelligent Volume

powerful and rich bar affects the

frequency response of the sound

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system provides a wider dynamic

range.

Tru surround SRS: The revolutionary

psychoacoustics from SRS labs

creates a true surround

experience the DRC-MF CTVs

inbuilt speakers.

DVD Component S Terminal: DVD input terminal allow for the

input of component signals from

DVD player giving for superior

picture quality than composite

and S-video signals

Two-Tuner PIP: Using 2 built-in tuners, the

digital Picture-In-Picture enables

you to watch two screens

showing either TV programs or

video at the same time through

the PIP sub screen.

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100 Program memory: Gives you the widest possible

channel selection with an extra-

large memory that can hold up to

100 preset channels.

One-push Auto Channel: Automatically presets the

channel for you.

Speed search. With just one touch of a button, speed search

enables you to surf through all

available channels at an

incredible speed.

Child Lock: Parents are able to block up to

100 channels if they feel that

these channels are not suitable

for their children. This is

especially useful in todays

world where cable TV offers

multiple channels that are easily

accessible.

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Eco Mode: Energy saving mode when

watching TV for a prolonged

period of time.

Eco Standby: An energy saving feature which

reduces power consumption to a

mere one-watt. This ecologically

friendly feature enables you to

place the TV on a perpetual

standby mode without incurring

a high power bill.

BENEFITS OF FLAT SCREEN TELEVISION

100 Hz:

standard TVs are 50 Hz (meaning displaying 50 frames per

second). The human eye is often sensitive to flickering of the

picture at this speed, especially over a longer period. Worst

affected are large areas of bright colours.

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100 Hz TVs produce a smoother, more stable picture that is far

easier on the eyes. However, there are some complaints about

picture distortion during fast movement scenes.

DNR Digital Noise Reduction:

Remove signal noise for a clearer image. Effective cure to smeary

trails artifact due to 100 Hz feature.

Digital interpolation:

Interpolation means to estimate a value between two known values.

There are a few methods that are used to increase pixel density

Simply duplicate each line into 2 (i.e. line 2 = line 1, line 4 = line

3), and stretch it horizontally across.

Interpolate vertically, and more or less stretch it horizontally

across.

Interpolate horizontally, and duplicate each line vertically

(e.g.Sonys DRC 100 most suitable for viewing still images

from cameras)

Interpolate vertically and horizontally (e.g.Sonys DRC 1250)

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Some TV manufacturers may employ more sophisticated

interpolation algorithms than others. So results may vary.

Progressive scan:

Note this process is repeating itself 25 times a second (30 times for

NTSC). So the interlaced pictures are actually not as terrible as this

static simulation.

NICAM:

Nicam is a digital stereo compression system developed by BBC

engineers. It has proved to be extremely rugged, providing high

quality stereo sound even when the signal is so weak that the picture

can hardly be locked on. To enjoy NICAM, you need one of the

following:

A television with a built-in NICAM Decoder

A stereo video cassette recorder with a built-in NICAM decoder

A stand-along television sound tuner that has a built-in NICAM

decoder

NICAM currently offers the following output possibilities

One digital stereo sound channel

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Two completely different digital mono sound channels.

One digital mono sound channel and a 352Kbit/sec data channel.

One 704Kbit/sec data channel.

Teletext:

A feature that assembles a primitive World Wide Web. More details

on this.

The conveniences

Few TVs, notably the smaller ones, have integrated VCRs.

iDTV Stands for Integrated Digital TV:

This concept is gaining popularity

Can either be integrated with CRT or Rear Projection TVs

Some iDTVs consist of a complete digital set-top, meaning it

can receive and decode. Thus capable of viewing free to air channels

and (with a subscription card) pay TVs

Examples of free to air channels are Sky BBC and ITV.

While most popular pay-TV packages are Sky digital (satellite and

On Digital (terrestrial).

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Some iDTVs have only a digital tuner, with a PCMCIA

CAM slot Meaning it can receive, but not decode. These will be

capable of viewing free to air channels only. To view pay-TVs, you

need an external CAM (Conditional Access Module Miniaturized

decoder).

A CAM contains the card slot, where you insert your

subscription card.

On Digital CAMs are now available free of charge in the UK.

DATA ANALYSIS

Table 1

TABLE SHOWING THE AGE OF THE RESPONDENTS

AGE GROUPNO. OFRESPONDENTS

% OFRESPONDENTS

40 35 35%

Total 100 100%

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CONCEPT

It is to find out the age group of the respondents.

ANALYSIS

It can be seen that the ge group of the respondents show a mixed

picture with most of them being middle aged and youth. age group 36-

40: =2%; Age 26-30: 18% ; Age 31-35: 17% less than 25 =8%. above

40: =35%.

INFERENCE

It can be inferred that middle-aged group forms the majority thus

reflecting the life style indicating their capacity to acquire valuable

articles even at relatively young age.

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GRAPH SHOWING THE AGE GROUP OF THE

RESPONDENTS

8%18%

17%

22%

35%40

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TABLE 2

TABLE SHOWING THE RESPONDENTS VOCATION

OCCUPATIONNO.OFRESPONDENTS % OF RESPONDENTS

SALARIED EMPLOYEES50 50%

BUSINESS MEN 37 37%

PROFESSIONALS 10 10%

OTHERS 3 3%

TOTAL 100 100%

CONCEPT:

This is to classify the respondent according to their occupation.

ANALYSIS:

It can be seen that 50% of the respondents were salaried people from

the total sample and this was followed by Businessman, which form

37% of the total sample.

INFERENCE :

It can be inferred that businessman and salaried employees form the

bulk of respondents, thus reflecting their increasing purchasing power.

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58

0

5

10

15

20

25

30

35

GRAPH SHOWING THE

RESPONDENT VOCATION

NO OF RESPONDENTS 12 33 33 22

% OF RESPONDENTS 12% 33% 33% 22%

UP TO 10, 000 10,000 - 15,000 15,000 - 20,000 >20,000


59/97

TABLE 3

TABLE SHOWING THE INCOME LEVEL OF THE

RESPONDENT

FAMILY INCOMENO OFRESPONDENTS % OF RESPONDENTS

UP TO 10, 000 12 12%

10,000 - 15,000 33 33%

15,000 - 20,000 33 33%

>20,000 22 22%

TOTAL 100 100%

CONCEPT :

This is to find out the income structure of the respondents.

ANALYSIS :

It can be that most of the respondents fall under 10,000 - 20,000 income

group who form 66% of the total sample.

INFERENCE :

It can be inferred that the income level of the respondents is quite high

showing their capacity to buy luxury goods.

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60

12%

33% 33%

22%

0%

5%

10%

15%

20%

25%

30%

35%

20,000

GRAPH SHOWING THE INCOME LEVEL OF THE RESPONDENTS

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TABLE 4

TABLE SHOWING THE RESPONDENTS AWARENESS

ABOUT FLAT-SCREEN TELEVISION

Awareness of Flat-Screen Television

No ofRespondents

% OFRESPONDENTS

Yes 97 97%

No 3 3%

Total 100 100%

CONCEPT :

This is to find out the awareness of FLAT SCREEN TELEVISION ofSONY.

ANALYSIS :

It can be seen that 97% of the respondents are aware of FLAT

SCREEN TELEVISIONS.

INFERENCE :

It can be inferred that majority of respondents are aware of the FLAT -

SCREEN TELEVISIONS.

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GRAPH SHOWIING THE

RESPONDENTS AWARENESS ABOUTFLAT SCREEN TELEVISION

97%

3%

Yes

No

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TABLE 5

TABLE SHOWING THE RESPONDENTS PERSCEPTION

ABOUT THE PERFORMANCE OF DIFFERENCE TV MODELS

All TV's Do The Same

Job

NO OF

RESPONDENTS

% OF

RESPONDENTS

YES 42 42%

NO 38 38%

Don't Know 20 20%

TOTAL 100 100%

CONCEPT :

This is find out whether all televisions perform similarly or otherwise.

ANALYSIS :

It can be seen that 42% of the respondents do not feel that all

televisions perform similarly. and 38% felt otherwise.

INFERENCE :

It can be inferred that majority of the respondents are not aware of the

difference in technical features and performance by various television

models.

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0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

YES NO Don't Know

GRAPH SHOWING THE

RESPONDENTS PERCEPTION ABOUT

THE PERFORMANCE OF DIFFERENT

T.V MODELS

YES

NO

Don't Know

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TABLE 6

TABLE SHOWING THE RESPONDENTS AWARENESS

ABOUT THE BENEFITS OF FLAT-SCREEN TVs

FLAT-SCREEN TV'sHELP IN VIEWINGWITH LESS STRAINON EYES

NUMBER OFRESPONDENTS

% OFRESPONDENTS

YES 47 47%

NO 18 18%

DON'T KNOW 35 35%

TOTAL 100 100%

CONCEPT :

It is to find out whether FLAT-SCREEN TELEVISIONS helps in

constant viewing with less strain on eyes.

ANALYSIS :

It can be seen tat nearly 47% of the respondents think that flat screen

television reduce strain on their eyes while watching TELEVISION and

on other hand 35% of th respondents were unaware of the concept.

INFERENCE :

From the analysis it is inferred that most of the respondents are unaware

about the tremendous beneficial effects namely less strain on eyes while

watching flat screen television. company should try to bring out more

ads explaining the product benefits.

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66

GRAPH SHOWING THE RESPONDENTS

AWARENESS ABOUT THE BENEFITS

OF FLAT SCREEN T.V

47%

18%

35%

YES

NO

DON'T KNOW


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TABLE 7

TABLE SHOWING THE RESPONDENTS PRICE

PREFERENCE LEVEL FOR AWARENESS ABOUT FLAT-

SCREEN TVs

PRICE WILLING TOPAY

NO. OFRESPONDENTS

% OFRESPONDENTS

LESS THAN 16,000 23 23%16,000-18,000 37 37%

18,000-20,000 25 25%

MORE THAN 20,000 15 15%

TOTAL 100 100%

CONCEPT :

This is to find out the price structure that the respondents are willing topay for FLAT SCREE TELEVISIONS.

ANALYSIS :

It can be seen that about 37% are willing to pay from 16,000 -18,000

where as 23% proffered to pay less than 16,000 and 25% prefer a pric

between 18,000-20,000,and only 15% are ready to pay a price above

20,000.

INFERENCE :

It can be inferred that majority of the respondents prefer to pay a price

less than what is now the lowest prevailing price for Flat Screen

Televisions (20,000) and above.

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23%

37%

25%

15%

0%

5%

10%

15%

20%

25%

30%

35%

40%

GRAPH SHOWING THE RESPONDENTS PRICE

PREFERENCE LEVEL FOR FLAT SCREEN T.V

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TABLE 8

TABLE SHOWING THE RESPONDENTS AWARENESS OF

FINANCE SCHEMES

AWARE OF FINANCESCHEME

NO. OFRESPONDENTS

% OFRESPONDENTS

YES 33 33%

NO 67 67%

TOTAL 100 100%

CONCEPT

This is to find out the awareness among the respondents towards the

finance schemes.

ANALYSIS

It can be seen that majority of the respondents 67% were unaware of

the availability of the finance schemes and only 33% are aware of the

finance schemes.

INFERENCE

It can be inferred that the awareness level about the availability of

finance schemes is very low. The company and dealers can start

campaigns to increase the awareness level about finance schemes to

increase the sales.

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33

67

0

10

20

30

40

50

60

70

YES NO

GRAPH SHOWING RESPONDENTS

AWARENESS OF FINANCE SCHEMES

YES

NO

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TABLE 9

TABLE SHOWING THE RESPONDENTS RATING OF

POPULAR CONVENTIONAL TELEVISION OF VARIOUS

BRANDS

POPULAR CONVENTONAL TV'sBRANDS

NO OFRESPONDENTS %

BPL 13 13%

SONY 17 17%

SAMSUNG 8 8%

VIDEOCON 15 15%

AIWA 13 13%

AKAI 12 12%

LG 7 7%

OTHERS 15 15%TOTAL 100 100%

CONCEPT

It is to find out the various popular brands of the conventional

televisions.

ANALYSIS

It can be seen that SONY tops the popularity list of conventional

televisions with 17% followed by Videocon ,BPL,AKAI and AIWA.

INFERENCE

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It can be inferred that SONY is rated high by the respondents thus

showing the strength of SONY'S products.

GRAPH SHOWING RESPONDENTS RATING

POPULAR CONVENTIONAL T.V OF VARIOUS

BRANDS

8%

4%

7%

6%

4%

7%

7%

8%

49%

BPL

SONY

SAMSUNG

VIDEOCON

AIWA

AKAI

LG

OTHERS

TOTAL

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TABLE 10

TABLE SHOWING THE RESPONDENTS RATING OF FLAT-

SCREEN TELEVISION BRANDS

POPULAR FLAT-SCREEN TV'sBRANDS


% OFRESPONDENTS

BPL 13 13%

SONY 33 33%SAMSUNG 9 9%

VIDEOCON 12 12%

ONIDA 10 10%

LG 10 10%

OTHERS 13 13%

TOTAL 100 100%

CONCEPT

This is to find out the popular brand of FLAT SCREEN

TELEVISIONS.

ANALYSIS

It can be seen that nearly 33% of respondents felt that sony is the most

popular brand among the FLAT SCREEN TELEVISIONS followed at

a distance by BPL and VIDEOCON at 13% and 12%.

INFERENCE

It can be inferred that Sony is the market leader in FLAT SCREEN

Televisions and followed by BPL AND VIDEOCON.Rest of the brands

have average popularity like SAMSUNG,ONIDA,LG,etc.

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GRAPH SHOWING RESPONDENTS RATING

OF FLAT SCREEN T.V BRANDS

9%

12%

10%

10%

13% 13%

33%

BPL

SONY

SAMSUNG

VIDEOCON

ONIDA

LG

OTHERS

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TABLE 11

TABLE SHOWING THE FACTORS EFFECTING PURCHASE

DECISIONS

FACTORSAFFECTINGPURCHASE

DECISION


% OFRESPONDENTS

PRICE 18 18%

QUALITY 16 16%

DURABILITY 15 15%

BRAND 16 16%

ATTRIBUTES 12 12%

SERVICES 11 11%

SIZE 12 12%

TOTAL 100 100%

CONCEPTTo find out the factor that effect the decision making process in the

purchase of a television.

ANALYSIS

It can be seen that 18% of respondents consider price to be an

important factor and followed by other factors like quality. Durabilityand brand which are also considered as factors affecting the purchase

decision which form 16%, 15% and 16% respectively.

INFERENCE

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It can be inferred that the main factor, which affects the purchase

decision of most of the respondents, is price followed by brand quality.

GRAPH SHOWING FACTORS AFFECTING

THE PURCHASE DECISION OF THE

RESPONDENTS

SIZE

SERVICES

BRAND

ATTRIBUT

ES

QUALITYDURABILI

TYPRICE

PRICE

QUALITY

DURABILITY

BRAND

ATTRIBUTES

SERVICESSIZE

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TABLE 12

TABLE SHOWING THE RESPONDENTS OWNING A FLAT-

SCREEN TELEVISION

OWNING A T.V.NO OFRESPONDENTS

% OFRESPONDENTS

OWN A TELEVISION 25 25%

Do not own a television75 75%

TOTAL 100 100%

CONCEPT

This is to find out whether the respondents own a flat screen televisionor not.

ANALYSIS

It can be seen that nearly 25% of the respondents own a flat screen

television while on other hand 75% of the respondents do not own a

television.

INFERENCES

It can be inferred that most of the respondents do not own a flat screen

television because they are unaware about the newly product and it is

highly priced which a lower income group find it difficult to buy a flat

screen television.

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GRAPH SHOWING RESPONDENTS OWNING

A FLAT SCREEN T.V

75%

25%

0%

10%

20%

30%

40%

50%

60%

70%

80%

OWN A TELEVISION Do not own a

television

OWN A TELEVISION

Do not own a television

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TABLE 13

TABLE SHOWING THE RESPONDENTS OWNING FLAT-

SCREEN TELEVISION OF PARTICULAR BRAND

T.V BRANDSNO. OFRESPONDENTS

% OFRESPONDENTS

BPL 12 12%SONY 28 28%

SAMSUNG 10 10%

VIDEOCON 15 15%

ONIDA 14 14%

LG 8 8%

OTHERS 13 13%

TOTAL 100 100%

CONCEPT

It is to find out the various brands of Flat Screen Televisions owned by

respondents.

ANALYSIS

It can be seen that majority of the respondents who are owning a Flat

screen television of SONY with 28% followed by BPL, VIDEOCON,ONIDA.

INFERENCE

It can be inferred the SONY tops in the Flat Screen Televisions because

of its Quality & Technology.

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GRAPH SHOWING THE RESPONDENTS

OWNING A FLAT SCREEN T.V OF A

PARTICULAR BRAND

12%

28%

10%15%

14%

8%

13%

BPL

SONY

SAMSUNG

VIDEOCON

ONIDA

LG

OTHERS

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TABLE 14

TABLE SHOWING THE INTENTION OF THE RESPONDENTS

TOWARDS FLAT SCREEN TELEVISION

INTENTION OF

RESPONDENTS

NO. OF

RESPONDENTS

% of

RESPONDENTSIntention of Busy 29 38%

Not indented buy 35 47%

Indifferent 11 15%

TOTAL 75 100%

CONCEPT

It is to find out the intention of there respondents towards Flat Screentelevisions.

ANALYSIS

From the 75% of there respondents who do not own a Flat Screen

television. It can be seen the respondents are not intended to buy a Flat

Screen television.47% of the respondents are intended to buy and the

rest are not in position to buy and the rest are not able to answer.

INFERENCE

It can be inferred that the respondents feel that Flat Screen Televisions

are highly priced and are not easily affordable. So the company should

more concentrate on pricing strategy.

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38%

47%

15%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Intention of Buy Not indented buy Indifferent

GRAPH SHOWING THE INTENTION TOWARDS

FLAT SCREEN T.V AMONG THE

RESPONDENTS

Intention of

Buy

Notindentedbuy

Indifferent

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SUMMARY OF FINDINGS

The various important findings of the study are given here

under.

1. The predominant age group is middle age and youth.

2. Majority of the respondents are salaried people and business man

3. The income level of majority of the respondents is also quite

substantial in the range of Rs 15, 000-20,000.

4. Very high majority of the respondents are aware about Flat-

Screen televisions

5. Many of the respondents are feeling that all the television

perform the same job and only rest are aware about the different

television models

6. Similarly the awareness level about the advantage of watching

Flat-Screen television namely that the strain on the eyes will be

less in quite low

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7. Majority of the respondents preferred payments price for Flat-

Screen television is less than the now lowest prevailing price of

Rs. 20.000 of major brands in the market

8. print media and television are both rated to be equally affective

by the respondents.

9. Majority of the respondents are not aware about the availability

of various finance schemes.

10.SONY is listed as the most popular brand among convents and

television followed by videocon and BPL

11.SONY is again listed as most popular Flat-Screen television by

majority of the respondents followed at a distance by other brand

such as BPL and Videocon.

12.Pricem Quality and brand are the three much important factors

governing purchase decision by majority of the respondents.

13.Majority of the respondents do not won a Flat-Screen television

14.SONY is again listed as most of the respondents own SONYs

Flat-Screeb television followed by BPL, Videocon and AIWA.

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RECOMMENDATIONS

Sony example a creative marketers because it has introduced

many successful new products that customers never asked for or even

thought were possible; WALKMANS, VCRs, VIDEO CAMERAS,

CDs and so on.

Sony goes beyond customer-led marketing; it is market-driving

firm, not just a market driven fir. Akio Morita, its founder proclaimed

that he doesnt serve markets; he creates markets

Considering such a hollowed marketing background of Sony, it is rather

quite difficult to offer suggestions for its marketing efforts in India,

It is never hiders being attempted, for the reason that its

predicament in India, has found a place in the marketing guru

Philips kotlers book on marketing Management AKAI a Japanese

manufactures of stereo equipment and TV sts, managed to become a

TV set market leader in India by running value-added sales promotions,

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3) The retention and recall, level of TV advertisements and

specifically those of Flat-Screen television is quite low

4) possibly due to the crowded cluster of ads by various

manufactures competition ot catch the readers attention

Advertisement campaigns akin to Mera Number Ayega

promo by a soft drink manufacturer can be attempted to

increase the advertisement recall levels

5) Sony can start here too, its well known chain of retail units

abroad, to make the product readily available as many of

the retailers now do not shock Sonys products and even

those who stock Sonys product tend to concentrate more

on other brands.

6) The existing SONY WORLD product display and sales

though well designed to enhance its image like Sony

galleries abroad, has ban elitistoura to which middle class

people and others hesitate to step in the same needs to be

rectified to increase the number of visitors entering the

SONY WORLD to se for themselves the wide range of

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SONYS products there by leading to product awareness

which would ultimately translate into product purchase.

7) Road shows to present the product features to the public

can be started similar to the road shows to present the

product features to the public can be started similar to the

road shows being done by a south-Korean television and

other white goods manufacturer (SAMSUNG)

8) The awareness levels about finance schemes are rather low

which needs to be enhanced for increasing the product

sales.

9) SONY India needs look into the price factor and

promotional offers, even though its global corporate policy

may be, not to dilute its brand image by offering low

priced products and giving freebies, the situation in Indian

market however necessitates such offers in view of the

campaigns by competitors like AKAI which ahs been

noted even by marketing guru, Philips kotler himself in his

book on marketing management

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10) Exchange offer for black and white TV while

purchasing colour TV created marketing history by

increasing colour TV sales similar exclusive exchange scheme

campaigns for colour TVs while going in for Flat-Screen

TVs can be launched by SONY to increase sales of Flate-

Screen TVs

11) Appointment of popular cine and other artists as

brand ambassadors to endorse and propagate the product

features similar to the Hirthik Mania promo by Sony

entertainment television to increase the sales can be

attempted which would be very effective as the Indian

public hold the celebrities in high esteem

12) Flat-Screen TV sales can be increased if public are

given a sort of insurance about the longevity of picture

tube by giving long time guarantee offer for a couple of

years similar to five year long guarantee offered by

Thomson for some its products, as some are now under the

impression that Flat-Screen TVs are a costly risk

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ANNEXURE

QUESTIONAIRE

1. NAME: ----------------------------------------

2. AGE:


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-----------------------------------------------------------------------

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5. OCCUPATION:

SALARIED

BUSINESS

OTHER (SPECIFY)

6. FAMILY MEMBERS:

7. FAMILY INCOME: 20000

8. Which brand of television do you own?

1. Brand name:--------------------------

2. Inches: --------------------------

9. Why did you buy the above brand

--------------------------------------------------------------------------------------

--------------------------------------------------------------------------------------

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10. How many hours do you watch television per day?

..

11. What are the major factors that effect your decision making in

purchase of television. Give your preference in order.

PRICE

1. QUALITY

2. DURABILITY

3. BRAND

4. OTHER FEATURES

SPECIFY (others) ..

12. What is the price you are willing to pay for the television of your

choice?

18,000/-

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13. Have you heard of Flat-Screen television?

YES NO

14. Do you own a Flat-Screen Television : YES NO

a. If yes which brand

Specify

b. If NO do you wish to buy

Within future: YES NO

i) If YES which brand specify with

Reason

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15. Have seen an ad for Flat-Screen Television. If so through which

media?

ELECTRONIC MEDIA

PRINT MEDIA

15.Which media do you think is more effective?

ELECTRONIC PRINT

16.Do you remember SONYs Flat-Screen TVs ads?

17.Are your aware of any finance schemes of Sonys Flat-Screen

TV?

YES NO

18.Which is the popular one?

Conventional TV Flat-Screen TV

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BIBLIOGRAPHY

Principle of marketing Philips Kotler

Gary Armstrong

Marketing management Philips Kotler

Consumer behavior Suja Nair

JOURNALS AND MAGAZINES

Chip

Business Today

Final sony pvt ltd

Documents