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.

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

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

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 15th September 1959 in Delhi.

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

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

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

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

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.

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 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 SALES THROUGH CUSTOMERS

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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
WEGA DRC SERIES

PRICE

1) KV EX29M97/67 2) KV EX34M97/67
WEGA XA FD TRINITRON SERIES

Rs. 79,990/Rs. 1,19,00/-

1) KV XA21M83 2) KV XA29M80/50 3) KV XA21M93 4) KV XA29M97/67 5) KV XA25M80/50 6) KV XA34M97/67

Rs. 24,490/Rs. 49,990/Rs. 26.490/Rs. 57,990/Rs. 38,990/Rs. 87,990/-

WEGA FD TRINITRON SERIES

1) KV HF14M80 2) KV XF21M80
NEW ARRIVAL

Rs. 15,990/Rs. 24,490/-

1) KV TG21M70

Rs. 19,990/-

44

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

45

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 QuadraPale (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 frequencies so are that higher

transmitted

46

simultaneously,

thereby

neutralizing the distortion effect. D.B.F.B: A highly sensitive system bass that

enhancement

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 available a TV are

entertainment brought to

constant

(predefined) level. Sound Output: Dual exhaust 3d system: 6W+6W+15W Large 160mm woofer which deliver Intelligent Volume

powerful and rich bar affects the frequency response of the sound

47

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.

48

100 Program memory:

Gives you the widest possible channel selection with an extralarge memory that can hold up to 100 preset channels.

One-push Auto Channel:

Automatically channel for you.

presets

the

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. useful in This is

especially

todays

world where cable TV offers multiple channels that are easily accessible.

49

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.

50

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)

51

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

52

 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).

53

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 NO. OF AGE GROUP RESPONDENTS <25 8 26-30 18 31-35 17 36-40 22 >40 35 Total 100 % OF RESPONDENTS 8% 18% 17% 22% 35% 100%

54

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 3640: =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.

55

GRAPH SHOWING THE AGE GROUP OF THE RESPONDENTS

8% 35% 18%

17% 22%

<25 26-30 31-35 36-40 >40

56

TABLE 2 TABLE SHOWING THE RESPONDENTS VOCATION

NO.OF RESPONDENTS

OCCUPATION

% OF RESPONDENTS

SALARIED EMPLOYEES50 BUSINESS MEN 37 PROFESSIONALS 10 OTHERS 3 TOTAL 100 CONCEPT:

50% 37% 10% 3% 100%

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.

57

GRAPH SHOWING THE RESPONDENT VOCATION

35 30 25 20 15 10 5 0
NO OF RESPONDENTS % OF RESPONDENTS

UP TO 10, 000 10,000 - 15,000 15,000 - 20,000 12 12% 33 33% 33 33%

>20,000 22 22%

58

TABLE 3 TABLE SHOWING THE INCOME LEVEL OF THE

RESPONDENT NO OF FAMILY INCOME RESPONDENTS % OF RESPONDENTS UP TO 10, 000 10,000 - 15,000 15,000 - 20,000 >20,000 TOTAL 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. 12 33 33 22 100 12% 33% 33% 22% 100%

59

GRAPH SHOWING THE INCOME LEVEL OF THE RESPONDENTS

35% 33% 33%

30%

25% 22% 20%

15% <10, 000 12% 10% 10,000 - 15,000 15,000 - 20,000 >20,000

5%

0% <10, 000 10,000 - 15,000 15,000 - 20,000 >20,000

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TABLE 4 TABLE SHOWING THE RESPONDENTS AWARENESS

ABOUT FLAT-SCREEN TELEVISION Awareness of FlatScreen Television Yes No Total CONCEPT : This is to find out the awareness of FLAT SCREEN TELEVISION of SONY. 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. No of Respondents 97 3 100 % OF RESPONDENTS 97% 3% 100%

61

GRAPH SHOWIING THE RESPONDENTS AWARENESS ABOUT FLAT SCREEN TELEVISION

3%

Yes No

97%

62

TABLE 5 TABLE SHOWING THE RESPONDENTS PERSCEPTION ABOUT THE PERFORMANCE OF DIFFERENCE TV MODELS All TV's Do The Same NO OF % OF Job RESPONDENTS RESPONDENTS YES NO Don't Know TOTAL 42 38 20 100 42% 38% 20% 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.
63

GRAPH SHOWING THE RESPONDENTS PERCEPTION ABOUT THE PERFORMANCE OF DIFFERENT T.V MODELS

45% 40% 35% 30% 25% 20% 15% 10% 5% 0% YES NO Don't Know 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's HELP IN VIEWING WITH LESS STRAIN ON EYES YES NO DON'T KNOW TOTAL CONCEPT : 47 18 35 100 NUMBER OF RESPONDENTS % OF RESPONDENTS 47% 18% 35% 100%

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.

65

GRAPH SHOWING THE RESPONDENTS AWARENESS ABOUT THE BENEFITS OF FLAT SCREEN T.V

35% Y ES NO 47% DON'T KNOW

18%

66

TABLE 7 TABLE SHOWING THE RESPONDENTS PRICE

PREFERENCE LEVEL FOR AWARENESS ABOUT FLATSCREEN TVs PRICE WILLING TO PAY LESS THAN 16,000 16,000-18,000 18,000-20,000 MORE THAN 20,000 TOTAL CONCEPT : This is to find out the price structure that the respondents are willing to pay 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. NO. OF RESPONDENTS 23 37 25 15 100 % OF RESPONDENTS 23% 37% 25% 15% 100%

67

GRAPH SHOWING THE RESPONDENTS PRICE PREFERENCE LEVEL FOR FLAT SCREEN T.V

37% 40%

35%

30% 23% 25%

25%

20%

15%

<16,000 16,000-18,000 18,000-20,000 20,000>

15%

10%

5%

0%
<16,000 16,000-18,000 18,000-20,000 20,000>

68

TABLE 8 TABLE SHOWING THE RESPONDENTS AWARENESS OF FINANCE SCHEMES AWARE OF FINANCE SCHEME YES NO TOTAL 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. NO. OF % OF RESPONDENTS RESPONDENTS 33 67 100 33% 67% 100%

69

GRAPH SHOWING RESPONDENTS AWARENESS OF FINANCE SCHEMES

67
70 YES NO 50

60

33

40

30

20

10

YES

NO

70

TABLE 9 TABLE SHOWING THE RESPONDENTS RATING OF

POPULAR CONVENTIONAL TELEVISION OF VARIOUS BRANDS POPULAR CONVENTONAL TV's BRANDS BPL SONY SAMSUNG VIDEOCON AIWA AKAI LG OTHERS TOTAL 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 NO OF RESPONDENTS 13 17 8 15 13 12 7 15 100 % 13% 17% 8% 15% 13% 12% 7% 15% 100%

71

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

7% 8% 4% 7% 49% 7% 6% 4% 8%
BPL SONY SAMSUNG VIDEOCON AIWA AKAI LG OTHERS TOTAL

72

TABLE 10 TABLE SHOWING THE RESPONDENTS RATING OF FLATSCREEN TELEVISION BRANDS POPULAR FLATSCREEN TV's BRANDS BPL SONY SAMSUNG VIDEOCON ONIDA LG OTHERS TOTAL 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. NUMBER OF RESPONDENTS 13 33 9 12 10 10 13 100 % OF RESPONDENTS 13% 33% 9% 12% 10% 10% 13% 100%

73

GRAPH SHOWING RESPONDENTS RATING OF FLAT SCREEN T.V BRANDS

13%

13%

10%

BPL SONY SAMSUNG VIDEOCON 33% ONIDA LG OTHERS 12% 9%

10%

74

TABLE 11 TABLE SHOWING THE FACTORS EFFECTING PURCHASE DECISIONS FACTORS AFFECTING PURCHASE DECISION PRICE QUALITY DURABILITY BRAND ATTRIBUTES SERVICES SIZE TOTAL NUMBER OF RESPONDENTS 18 16 15 16 12 11 12 100 % OF RESPONDENTS 18% 16% 15% 16% 12% 11% 12% 100%

CONCEPT
To 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. Durability and brand which are also considered as factors affecting the purchase decision which form 16%, 15% and 16% respectively.

INFERENCE

75

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

QUALITY PRICE DURABILI TY BRAND ATTRIBUT ES SERVICES

PRICE QUALITY DURABILITY BRAND ATTRIBUTES SERVICES SIZE

SIZE

76

TABLE 12 TABLE SHOWING THE RESPONDENTS OWNING A FLATSCREEN TELEVISION OWNING A T.V. NO OF RESPONDENTS % OF RESPONDENTS 25% 75% 100%

OWN A TELEVISION 25 Do not own a television75 TOTAL 100

CONCEPT
This is to find out whether the respondents own a flat screen television or 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.

77

GRAPH SHOWING RESPONDENTS OWNING A FLAT SCREEN T.V

80% 70% 60% 50% 40% 30% 20% 10% 0%

OWN A TELEVISION

75%

OWN A TELEVISION Do not own a television

25%

Do not own a television

78

TABLE 13 TABLE SHOWING THE RESPONDENTS OWNING FLATSCREEN TELEVISION OF PARTICULAR BRAND T.V BRANDS BPL SONY SAMSUNG VIDEOCON ONIDA LG OTHERS TOTAL NO. OF RESPONDENTS 12 28 10 15 14 8 13 100 % OF RESPONDENTS 12% 28% 10% 15% 14% 8% 13% 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.
79

GRAPH SHOWING THE RESPONDENTS OWNING A FLAT SCREEN T.V OF A PARTICULAR BRAND

13%

12%

8%

BPL SONY SAMSUNG

28%

VIDEOCON ONIDA LG OTHERS

14%

15%

10%

80

TABLE 14 TABLE SHOWING THE INTENTION OF THE RESPONDENTS TOWARDS FLAT SCREEN TELEVISION INTENTION OF RESPONDENTS Intention of Busy Not indented buy Indifferent TOTAL NO. OF RESPONDENTS 29 35 11 75 % of RESPONDENTS 38% 47% 15% 100%

CONCEPT
It is to find out the intention of there respondents towards Flat Screen televisions.

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.

81

GRAPH SHOWING THE INTENTION TOWARDS FLAT SCREEN T.V AMONG THE RESPONDENTS 47% 38%
Intention of Buy Not indented buy Indifferent

50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0%

15%

Intention of Buy Not indented buy

Indifferent

82

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 FlatScreen 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

83

7. Majority of the respondents preferred payments price for FlatScreen 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.

84

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,

85

it offered good trade in value on black and whit TV sets at watch or calculator or radio along with the purchase of a new TV set.

This steady promotion made AKAI a very popular brand in India. And competitors such as SONY were not free to compete in the same way. Accordingly the following recommendations based on this study are presented: 1) The awareness about the advantages, in watching FlatScreen television is quite low, in particular that the strain on eyes is less consumer information campaign to rectify this situation would result in increased sales of Flat Screen TVs 2) The campaign can also simultaneously redress the wide spread wrong perception that Flat-Screen TVs are too fragile, fit only for posh homes and not for ordinary home, drawing rooms by clarifying the real position and making clear that Flat-Screen are as study and strong like other ordinary televisions
86

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

87

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

88

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 FlateScreen 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

89

ANNEXURE
QUESTIONAIRE

1. NAME: ---------------------------------------2. AGE: <25

26-30

31-35

36-40 3. SEX: MALE FEMALE

4. ADDRESS: -------------------------------------------------------------------90

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

BMC

5. OCCUPATION:

SALARIED BUSINESS OTHER (SPECIFY) 6. FAMILY MEMBERS: 7. FAMILY INCOME: <10000 1000-15000 15000-20000 >20000 8. Which brand of television do you own?

1. Brand name:-------------------------2. Inches: --------------------------

9. Why did you buy the above brand --------------------------------------------------------------------------------------------------------------------------------------------------------------------------91

BMC

92

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? <10,000/10,000 12,000/12,000 15,000/15,000 18,000/> 18,000/-

BMC

93

13. Have you heard of Flat-Screen television? YES NO

14. Do you own a Flat-Screen Television : YES a. If yes which brand Specify

NO

b. If NO do you wish to buy

Within future:

YES

NO

i)

If YES which brand specify with

Reason

BMC

94

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

BMC 95

Thank you

96

BIBLIOGRAPHY

Principle of marketing

Philips Kotler Gary Armstrong

Marketing management

Philips Kotler

Consumer behavior

Suja Nair

JOURNALS AND MAGAZINES

Chip Business Today Times of India India Today

97