Waking the Dead

Team: SIBM Rifles

Dyanora Evolutionary Cycle

•License for manufacturing more than 10,000 units of TV sets

Market

•No major competitor – only Solidaire•Only B&W TV in 20” (51cm)

Competition

•Introduction phase for Dyanora

Management

•Removal of license of capacity expansion•Import duty on TV components reduced•Expansion of TV transmission towers

Market•Introduction of 14” B&W TV•22 firms allowed to manufacture color TV•Emergence of state owned TV companies like Uptron. Keltron

Competition

•Introduced color TV in 1982•Huge and aggressive investment in brand building

Management

•Economic liberalization – reduction of import and excise duty

Market

•Aggressive domestic players like Videocon, BPL•Mid 90’s – International brands like LG, Sony, Samsung

Competition

•Confused over future of Dyanora•Preferred foreign brand over Dyanora

Management

1975-81

1982-90

1991 onwards

2006 2007 2008 2009 2010 2011

12

15.88 16.38 17.2 18

12

CRT TV Sales (million sets)

2007 2008 2009 2010 2011

0.45

0.8500000000000

011.5

3

4.5FPD Sales (million sets)

Market Size (By Volume)

Market Size (By Brands)

LG29%

Videocon21%Samsung

15%

Onida13%

Others23%

CRT TV Sales (Total 12,000,000 Sets)

2011

10 X

1 X

LG22%

Samsung22%

Sony17%

Others39%

FPD Sales (Total 4,500,000 Sets)

2011

Industry Analysis

Contribution to total FPD sales

Market Size (By Screen Size)

LCD85%

LED15%

LCD92%

LED8%

2010 2011

Small Size (14", 15")33%

Mid Size (20", 21")66%

Large Size (29")1%

CRT CTV Market Size-wise

2011

Industry is witnessing a strong trend in the form of LED display getting preference over LCD display

Consumers are demanding considerably bigger screens

than what they were demanding 5 years ago

Screen-sizes trend over the years (Asia-

pacific)

2009 25.6”

2010 26.7”

2011 28.9”

2012 30.8”

2013 31.8”

2014 32.4”

Samsungi. All 3 types (LCD, LED, Plasma)ii. Added innovations of HD, 3D and

smart TV conceptiii. 17000 retail points

LGi. Evolving technology in 3Dii. Other USPs---smart functionality

and designiii. Special promotions for 3D

(experiential platforms):1. Mall activations2. Game festivals

Sonyi. Best picture-quality in LED TV

i. X-reality engineii. Intelligent peak LEDiii. Motion flow technology

ii. To increase dealer network to 6000

Videocon

i. 5000+ retail countersii. To include 2000 stores of own

retail initiative: DIGIWORLDiii. Youth—biggest Target segmentiv. New products are connected with

consumers

Panasonic

i. 140 brand shopsii. Increase penetration in Tier-II and

Tier-III cities thru distributioniii. Showcase technology thru

increased customer interactionsiv. Smart TV + Browser function +

Localized apps

Toshibai. Aggressive distribution strategyii. Mega marketing campaigniii. Popularity of Toshiba Power TV

(LCD+LED)

Onidai. Increased range of LCD & LEDii. Most significant introduction:

Onida Smart 3D LED TViii. Media: TV + Press

Haieri. Emphasis on technology, quality,

innovation, value and service penetration

ii. Exclusive brand stores: 167 Haier Experience centers

Philips

i. 1500 dealers + focus on dealer expansion

ii. Premium shops: Philips Arenas

Competition Analysis

What am I?Who am I?

Product of urban/modern lifestyle showcasing the aspirational needs

Product from the makers of early B&W and Color TV in India

Brand Positioning

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

• Occasionally or regularly watches TV with the family

• Occasionally or regularly host friends and relatives to home

• Aspires for urban/modern lifestyle

• Earned a respect in the society

• Wants to show-off product to friends and relatives

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 Relevance Factors

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 technologyEmotional 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

SKU# S1 S2 S3 S4 S5 S6Screen Size 22 inches 22 inches 32 inches 32 inches 32 inches 41 inches

Resolution 1366x768 1920x1080 1920x1080 1920x1080 1920x1080 1920x1080

DisplayLCD

(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

Speakers2-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 7 W 10 W 16W 20W 20W 20W

Estimated Price (in Rs)

12,000 14,000 22,000 29,000 45,000 55,000

Product Mix

2013 2014 2015

Industry Sales (lakh units) 45.00 67.50 101.25Expected Volume (lakh units) 4.50 10.12 20.25 Revenue (cr INR) 1260.00 3118.00 6861 Operating profit (cr INR) 63.00 156 .00 343 Marketing budget (cr INR) 50.00 124 .00 274

Financials

Margin structure

Channel strategy

IndustryCompany

Dealer

Margin range: 4-9% Our target: 5%

Competition: LG: 4.1% Sony : 5% Samsung: 9.1%

Dealer margin: 5-7% Our target: 5%

Distribution

Selective 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

Servicei. A single service centre in

each city in the first yearii. Service centers established

on franchisee modeliii. Yearly training to be

provided to service executives

Dealers

Experience stores

Channel mix

Reach

Tier-2:Mainstream cities

Tier-3:Climbers

26 cities Population > 1 million

cities Population > 0.5 million

Distribution Strategy

ATL (TV, Radio, Print)

a) TV: 45 second spotb) Radio: 30 second spot

c) Print: 3 campaigns

3 months

Maximum

BTL(Activations at leading shops

and buses)

a) Sponsored hoardingsb) Banners for busesc) Standees at shops

2 months

Moderate

Trade promotion

a) Additional incentivesb) Trip holidays

Quarterly

Moderate

Communication Platform

Communication Details

Communication Duration

Reach potential

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

Promotion Strategy

Appendix-1

Appendix-2

Appendix-3

• A study of consumer lifestyle behaviour with special reference to color televisionsVijay R. Kulkarni | IJRMEC | Volume 2, Issue 5 (2012)

• Digital Dawn – The metamorphosis beginsFCCI – KPMG | Indian Media and Entertainment Industry Report 2012

• Can a dead brand live againRob Walker

• Reviving weak and dead brands: Insights from theory and practiceSunil Thomas and Chiranjeev Kohli

• Color Televisions – Annual ReportAn 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 IndiaThe Economic Times | 17th May 2012

• We have established a strong distribution system4Ps B&M

• TV makers to move away from LCDs to LEDsThe Times of India | 21st may 2012

• LG returns to profit as TV sales improveft.com  | 25th April 2012

• Samsung Electronics posts best-ever quarterly net profit in 2QThe Wall Street Journal | 27th July 2012

• Sony's new CEO vows to revive companyThe Wall Street Journal | 12th April 2012

Thank You