Q.1. Choose a brand in the LCD TV segment of your choice, conduct secondary research in

order to answer the following:

Define clearly the target market segment.

Identify it’s 3 most important competitor brands

Reveal the most important brand features (tangible &Intangible)that customers use to

decide which brand to use.

Detail the brand image for your chosen brand and each of its closest competitors

Provide one or more perceptual maps, which highlight the brand’s market position

and that of each competitors.

INTRODUCTION

LCD TV -Liquid Cristal Display TV has a slim design with a flat

viewing surface. It has no static image burn-in problems because

the fluorescent backlight is filtered by the liquid crystal in solid

state. Till late 2007, LCD’s were not affordable for middle class as prices were very high

usually above 60000.However when Samsung introduced a bunch of cheaper high quality

LCD TVs in India , other brands also had to cut down on their prices.

Prices kept dropping steadily, and by the end of 2008, LCD TV prices had dropped more than Rs 10,000 on almost all brands.

The chosen brand for the above study is SAMSUNG LCD

TV. Samsung Electronics is the world's largest electronics company with a 2009 revenue of

$117.4 billion, headquartered in Samsung Town, Seoul, South Korea. It is the flagship

subsidiary of the Samsung The Samsung Group is multinational conglomerate corporation

headquartered in Samsung Town, Seoul, South Korea. It is the world's largest conglomerate

by revenue with annual revenue of US$173.4 billion in 2008 and is South Korea's largest

chaebol. The meaning of the Korean word Samsung is "Tri-Star" or "three stars".

Target Market And Segmentation

Market segmentation :   Market segmentation is the technique through which company tries

to understand the target market and target customers . Segmentation is very necessary to

recognize the customer differences as different characteristics are associated with each

consumer response. On the basis of the target market and target customers a company tries to

position its brand for the target market. The major segmentation variables are – geographic,

demographic, psychographic and behavioural segmentation.

Geographic Segmentation-

Nation or country: INDIA

City or metro size: -Tier 1 cities - Tier 2 cities

Density: Urban & Suburban

Demographic Segmentation–

Age:- 18 +

Family size :- 1-2, 3-4, 5+ members

Gender: Male & Female both

Income :- 25000+ and upper

Social class: Upper middle class, Upper class.

Psychographic Life style – sports oriented, enthusiastic,

Personality- Gregarious, Outgoing, Ambitious

Behavioral Segmentation –

Loyalty status –Medium , Strong

Benefits- Quality, Service

Readiness stage- Aware , Interested, Desirous ,Intending to buy

Three most important competitors brands:

The three most important competitor brands of SAMSUNG LCD TV are listed herein under:

Sony, L.G & Videocon.

Sony is a Japanese company, its headquarters at Minato,

Tokyo, Japan. It is World’s fifth largest media

conglomerate. The size and the scope of the company is

almost unmanigible. The company name was changed to Sony Corporation in January, 1958.

The products under this company are electronics, product for the consumer and professional

markets.

LG Electronics is a second largest conglomerate Korean company, its headquarters at Yeouido, Seoul, South Korea. It was originally established in 1958 as GoldStar, produced Korea’s 1st Radio, TVs, Refrigerators, Washing machines and ACs. In 1995, LG group was a merger of two Korean companies, Lucky and GoldStar, and became LG Electronics. LG was the first Korean company to enter the plastic market, The products under this company are electronics, chemical and telecommunication.

Videocon is an India-based, its headquarters at Aurangabad, Maharashtra, India. Company originally founded in 1986 as Adhigam Trading Private Limited in Gujarat but in 1991 the name of the company was changed to Videocon Leasing and Industrial Finance Private Limited but in same year the “Private” word was deleted due to a resolution. The name of the company was again changed to Videocon Industries Limited by a resolution in 2003. The company is primarily into manufacturing & distribution of electronics products.

Source: - www.emtworldwide.com_global_showimage.ashx_Type=Article&ID=23391.mht

The three most important tangible features that customers use

to decide which brand to use:

Price - Price is one of the highly considered tangible features that customer use to

decide which brand they should use. As we know that price is the factor which sometimes

becomes very critical to decide which brand to use , many of the times customers try to

evaluate by themselves the benefit versus price analysis and on that basis they decide that

which brand fits in their budget

Style- Style describes the product’s look and feel to the buyer. Style has the advantage of

creating distinctiveness that is difficult to copy. On the negative side , strong style does not

always mean high performance, before buying a lcd TV a customer pays attention its style

too and tries to compare the different brand on style basis also and if talk about the LCD tv

market in India Sony has positioned itself on the strong style front in the market.

Features- Feature of the particular model of the brands do value a lot at the time when a

customers consider the brand for the use. Most products can be offered with varying features

that supplement it’s basic function. A company can identify and select appropriate new

features by surveying recent buyers and then calculating customer value versus company cost

for each potential feature, how long it would take to introduce each feature, and whether

competitors can easily copy it .In the present Indian lcd tv market feature wise Samsung is

giving a satisfying combo of features ,price & quality. Samsung is the market leader in the

LCD TV market in India and being a market leader it becomes Samsungs need to innovate

new ways to woo the customer each time. While buying a LCD TV for home a customers do

compare the features of the different brands in the same price range. Therefore its very clear

that brand features are one important aspect which is considered at the time customer go for a

brand.

The three most important intangible features that customers

use to decide which brand to use:

1. Aesthetics.

What glistens, glows, and takes the consumer’s breath away-sells. People appreciate beauty

in all aspects of their lives, and the aesthetics of a product are an integral benefit. Harley-

Davidson bikes sell more because people perceive them as works of art than because of

economic advantages.

2. Distinctiveness.

Distinctiveness is the next intangible features which customer use to decide which brand to

use because people enjoy standing out from the crowd and prefer products that represent

being outside the mainstream. Products that can be positioned as countercultural, within

acceptable limits, are generally successful in markets.

3. Reliability.

Reliability, though tied to safety and service, is an independent factor. A product or service

that performs consistently is reliable. Reliability is one of the things that consumers take into

consideration when judging products and services. For example, imagine a company that

makes TVs, some that last five years and some that 8 years or more than. Then imagine a

company that makes TVs that all last only five years . The second company would be

perceived as more reliable, even though none of its televisions eight years.

Brand image for the chosen brand and each of its closest

competitors.

Brand Image:-“A brand is a complex symbol. It is the intangible sum of a product’s attributes, its name, packaging and price, its history, reputation and the way it’s advertise. A brand is also defined by consumer’s impression of people who use it, as well as their own experience.”--David Ogilvy

Aaker’s Model

Brand Essence

ElectronicCooling

Brand Essence

ElectronicCooling

Korean

Quality

Extended

Luxurious

Pride

Basic need

Variety

Fair Price

Core

BRAND IMAGE OF SAMSUNG LCD TV

Samsung’s brand perception in minds of its consumers is very

stylish, great features and high quality . Everything from the liquid crystals

used all the way to the glass in the panel reflects a certain level of quality. Samsung has

been the world's most popular consumer electronics brand since

2005 and is the best-known South Korean brand in the world.

Samsung the approach is holistic, reaching the world customer. It

created its branding in multiple ways, ranging from traditional

adds to billboards, racing, Olympics games, cricket matches,

marathons, in short wherever it saw the crowd, it communicated

Samsung has positioned itself as a leader of innovation with

affordable price.

Samsung: Kapferer’s Prism

Kapferer’s Prism of Samsung

Physiques: - Young, Vibrant, Quality, Ultra Clear Panel.

Personality: - Stylish, sensational

and modern.

Culture: - International,

Credible, Energy Efficient.

Relationship: - Trusted, First

Preference.

Self-Image: - Inspired by Art, Premium

Entertainment, advanced technology.

Reflection: - Less Layered Image, Revolutionary in

Design.

BRAND IMAGE OF SONY LCD TV

Sony has positioned in the market as the luxury model with highly distinctive features and

Sony has the high brand recognition than Samsung, LG electronics and Videocon although

strong brand image in India thanks to generous advertising spending. It also has good

relations with the many small and medium-sized retailers across the nation of nearly 1.2

billion people, which reflects years of hard work. Sony has high perceived quality in the mind

of customer which works in favour of this LCD TV major

Sony Bravia: Kapferer’s Prism

Kapferer’s Prism of

Sony Bravia

Physiques: - Good

Looks,Quality,

Personality: - Modern, Expert,

attractive

Culture: - International,

Innovative, Credible.

Relationship: - Friendly, Trusted,

Self-Image: - Fully Entertainment, superb clarity

Reflection: - High Definition, Experience Incredible, Luxurious.

BRAND IMAGE OF LG LCD TV

LG strives to enhance the customer’s life (and lifestyle) with intelligent features, intuitive

functionality, and exceptional performance. Choosing LG is a form of self-expression and

self-satisfaction. Our customer will take pride in owning the amazing LG brand and take

comfort in knowing he/she made a smart, informed decision.

LG: Kapferer’s Prism

s

Kapferer’s Prism of LG

(Life’s Good)

Physiques: - Modern, Quality,

Size Premium, Stable Touch

Panel

Personality: - Sophisticated, Modern,

Responsible.

Culture: - International,

Innovative, Credible, Responsible.Relationship: -

Trusted,energy saving, Friendly,

Committed.

Self-Image: - Ultra Slim, Clear Motion, Picture, Fully Entertainment,

Luxury.Reflection: - High Technology with

Modern Features, Dynamic Contrast.

BRAND IMAGE OF VIDEOCON

Videocon is an industrial conglomerate with interests all over the world and based in India.

The group has 17 manufacturing sites in India and plants in China , Poland, Italy and Mexico.

It is also the third largest picture tube manufacturer in the world. .This brand has the home

feeling and supposed to have a low brand equity in the Indian market compared to it’s other

multinational rivals such as SAMSUNG,SONY ,LG. The LCD TV segment in India is

dominated by foreign brands such as Samsung and LG. As we know that Videocon is an

Indian conglomerate so it has the benefit of duty paid to the government. Videocon holds

12% Market share in LCD segment market in India which they are trying to increase upto

18% total market share by launching 18 new models.

Videocon: Kapferer’s Prism

Kapferer’s Prism of Videocon

Physiques: - Smart, Vibrant,

Quality.

Personality: -Satellite LCD, Eco

Vision, Modern, Expert, Responsible.

Culture: - International,

Innovative.

Relationship: - Trusted,User & Environment

Friendly.

Self-Image: - Spectacular Colour,

Fully Entertainment, Good Features.

Reflection: - High Technology,

Revolutionary in Design.

Perceptual Map:-

CONCLUSION:

After the market research and analysis of the lcd tv market it

appears that is a fast growing market and in the coming years

every household, business entity etc will have a lcd.The

introduction of these Lcd TV’s have revolutionalized the way we

look at television. The chosen brand Samsung Lcd is one of the

best LCD TV available in the market in terms of the realibility

and crystal- clear clarity with immense features. Thus I feel that

BRAND FEATURES

SENSATIONAL AND LUXURIOUS

SMART AND VIBRANT

BRAND IMAGE

Samsung LCD

Sony braviaLCD

LG LCDVIDEOCON LCD

as a customer I prefer to take a Samsung Lcd home because of

its impeccable quality (glass screen image) and great features.