Introduction to the product
Television(TV) is a widely usedtelecommunicationmediumfor transmitting and receiving movingimages, eithermonochromatic("black and white") orcolor, usually accompanied bysound. "Television" may also refer specifically to atelevision set,television programmingortelevision transmission. Television has a number of uses. First of all, it makes it possible for us to see what is happening far away. In ourhomeswe watch on television, films or events taking place in other cities, countries and other continents. The artificial satellites have made it possible to watch events in other countries directly. Television is a very fine medium of entertainment. It brings musician and themusic, singer and his singing and actor and his acting close to us. Whether it is rain or sunshine, hot or cold, we can enjoy television programmes within four walls of our homes.
Television can be used to teach uneducated people. Through it we can improve knowledge of our students and educated people.we can present onTVeducational programmes of different categories.Types of Television:-
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Buying a television can be frustrating if you don't know what you're looking for. From tubes to plasma, there are more models on store shelves than covers of magazines. Before exploring analog versus digital, SDTV, HDTV, and EDTV, take a look at the types of televisions in today's consumer market. Here's a list of televisions types you'll see in stores across North America.Direct View - Tube
Also known as direct view, a tube television is the closest thing to the one baby boomers watched when they were kids.
The picture device is acathode ray tube, which is a specialized vacuum tube. All science aside, CRTs come in all shapes and sizes up to about 40-inches. They feature a good picture from all angles, the best black level, and are significantly lower in price than other TVs. Despite their bulky and heavy build, tube televisions are long-lasting and acclaimed for retaining a good picture throughout its lifespan, which can be decades.Digital Light Processing (DLP)
Digital Light Processing was invented in 1987 by Texas Instruments. It is named for its ability to process light digitally with the aid of an optical semiconductor called a Digital Micromirror Device or DMD chip. The DMD chip is comprised of over one million mirrors. The size of each mirror is less than 1/5" the width of a human hair. Currently, over fifty manufacturers produce at least one model of a DLP television. DLP's come in rear and front projection. They are not susceptible to burn-in, but some people do notice a glitch called Rainbow Effect.Liquid Crystal Display (LCD)
Whether it's flat panel or rear projection, there are a ton of choices on the market for LCD or Liquid Crystal Display televisions. Flat panel displays are by far the most popular LCD television because of their thin, iightweight construction, which is convenient for people who want to use their LCD as a TV and computer monitor. LCDs are not susceptible to burn-in. LCDs with slow response times can show a ghosting effect, while other LCDs can have a screen door effect. This is why it is important to see the LCD monitor before buying to see if the screen meets your needs.Plasma Display Panels (PDP)
Plasma is the type of television most associated with high end home electronics. This is mainly because they get a lot of marketing that tells us plasma has the best picture money can buy. All plasma televisions come in a flat panel variety. Most are sized in the 40-49" range. They are competitively priced against LCD flat panel televisions, and feature a stunning picture that puts you in the middle of the action. Plasmas weigh more than LCD's, but nothing additional supports couldn't handle. They are susceptible to burn-in, but despite rumors to the contrary, the gases that power the picture can not be refilled. While they are too young to accurately meaasure, plasma televisions should last anywhere from 10-20 years.
Industry overviewIndian Television Industry
Television in Indiais a huge industry and has thousands of programmes in all the states ofIndia. The small screen has produced numerous celebrities of their own kind some even attaining national fame. TV soaps are extremely popular with housewives as well as working women. Several small screen actors have made it big inBollywood. Approximately half of all Indian households own a television
Always on Time
Marked to Standard
1980s Indian small screen programming started off in the early 1980s. At that time there was only one national channelDoordarshan, which was government owned. TheRamayanaandMahabharat(both being Hindu mythological stories based on religious scriptures of the same names) were the first major television series produced. This serial notched up the world record in viewership numbers for a single program. By the late 1980s more and more people started to own television sets. Though there was a single channel, television programming had reached saturation. Hence the government opened up another channel which had part national programming and part regional. This channel was known as DD 2 later DD Metro. Both channels were broadcast terrestrially.
The central government launched a series of economic and social reforms in 1991 under Prime MinisterNarasimha Rao. Under the new policies the government allowed private and foreign broadcasters to engage in limited operations in India. This process has been pursued consistently by all subsequent federal administrations. Foreign channels like CNN, Star TV and domestic channels such as Zee TV and Sun TV started satellite broadcasts.Executive Summary
Although common objective of all IMC program is increase brand awareness, sale and design a unique image of the product in customers mind. To communicate among public and customers, we will advertise our product campaign on TV, magazine, online. Through the advertisement we want to design the brand image of our product into the customer mind. Besides advertisement, we will also carry out promotional activity such as public relation, direct marketing etc. Various Television company also organizes various events in order to communicate properly with customers, for example Sony Company had planned to launch an event called "Sony Film Fair Award 2009 and LG placed a cricket series named LG Cup to promote their products. The Main purpose of this event was to increase the sale of their products. Before designing IMC program the LG Company carried out market research in order to judge customers behaviors toward their Televisions. For research they design the strategy for "LG Cup" event. Before designing integrated marketing communication program it is necessary to judge consumer's behavior toward the product. It is necessary to known customers liking and disliking, these data provide various support during designing of IMC program. Although there are various media available for communicating but Printads in magazine and news paper is seen most effective medium in the case of Television planning strategy. After Research survey done by various televisions company, it has been founded that people who are in urban area are more brand conscious than people in rural areas. Basically people in urban areas belongs to premium segment. So they are ready to spend more on quality products.Our Television Company DECENT which makes flat television has come up with a new IMC plan for the new product for the new region punjab where the target market in the segment Punjab will be Chandigarh, Ludhiana and Jalandhar and Hoshiarpur. In this report, we will further introduce ourselves and how we got started, internal and external situational analysis of our company, and why a new IMC plan is needed. DECENT is a strong competitor in the TELEVISION industry and it is focusing on increasing the brand equity and profitability of companies focused on increasing their share in the television market. Our mission is to make sure that our clients have the tools and information that they need to become successful in the television market. DECENT is basically made flat televisions so, we have segmented the market as a flat tv among all television types. DECENT Company is basically made flat television that are for all level of people. On the basis of this target market we will make positioning strategy and we will make IMC plan that will help us to increase market share and established the DECENT brand in the market with respect to all competitors. We have looked at the strengths and weaknesses of the Decent Company as well as the opportunities and threats and have included them in this IMC plan. Decent Company will use all IMC tools which will be best suited for flowing the message among the targeted people. We feel that Decent would profit from making an innovative and customer oriented product that will use by mostly all level of people.
Marketing planSituational analysis
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Every organization is facing a lot of problem at present time in market analysis, so it became very necessary for every organization that before setting any objective the organization must be carried out situation analysis in order to recognize strength, weakness, opportunities and threat present in the organization. "According to Sally and John, marketing plans are "the written document or blueprint for implementing and controlling an organization's marketing activities related to a particular marketing strategy". A successful marketing plan is able to improve organizations' profits and growth, uses in objective setting and monitors results.
So to gain a successful market plan it is necessary to understand the current situation comprehensively and trends affecting the future of the organization.Situation analysis plays a vital role in developing marketing plan.First of all, it's help our company to lead the dynamic marketing environment in the television market that will help to lead the uncertainty, threats and opportunities for marketers. Marketing managers who success to know changes in environment through situation analysis can lead their companies to capitalize on opportunities and cope with threats created by changes. Then, systematically analyzing situational environments in order to identify our customers and understand their needs. There are certain opportunities for Television Company, such as increase market and market share through integrated PR, advertisement and promotional campaign. Besides opportunities there is a lot of threat that create barrier for Television Company. These threats are as follow:
- Increasing competition in ethical design.
- Ethical brand is not taken seriously by public.
- High price and loyalty decrease loyalty towards brand.
SWOT analysis will help me to identify our company strength, weaknesses, opportunity and threats internally and externally both. Through this, we can easily identified our DECENT competitors in the market and once we know the company weakness and what kind of oppournity we have for the present and future prospect then we can easily make cost effective IMC plan and strategic IMC plan for the company. In SWOT analysis of the company, we have find the following that will help to make more strategical and cost effective IMC plan:STRENGTHS: -
- Easy availability of low cost for all level of people.
- Massive institutional support for technical services, designing, manpower development and marketing.
- Well-established linkages with buyers in all parts of India.
- Highly unhygienic environment.
- Difficulties in accessing to testing, designing and technical services.
- Environmental problems.
- Lack of fresh investment in the sector.
- Uneconomical size of manufacturing units.
- Weak support infra- structure for exports.
- Use of information technology and decision support software to help eliminate the length of the production cycle for different products
- Product diversification - There is lot of scope for diversification into other products.
- Growing international and domestic markets.
- Retain customers through quality supplies and timely deliveries
- Aim to present the customer with new designs, infrastructure, and country & company profiles.
- Use of modern technology
- Entry of multinationals in domestic market.
- Stiff competition from other company.
- Non- tariff barriers - Developing countries are resorting to more and more non - tariff barriers indirectly.
In Market analysis we must consider about the market size of the Television industry in India. It is necessary to identify that who is the major competitor of our Television company Decent. On the basis of market analysis we can easily identify our competitors in this field and after that we can easily target our segmented market which is beneficial for our new product and what kind of positioning message should be for them and how IMC will be affected for those target market can be easily identified.
The major competitors in flat television Indian context of the DECENT Company are LG, Samsung, Onida, Sony and Sansui. So, to face giant challenges from all these we are creating our core value of the company that is the flat television for all level of people that most of the major competitors do not have.Consumer Behavior analysis
In consumer behavior analysis we have find from company marketing research department that the customers want quality product at lower price. Customers also want that the warranty period should be atleast five year instead of two years. The consumer buying behavior basically influenced by various types of printing ad in business magazine and TV advertisement through different different types of celebrity. They also influenced by Newspaper ad because the newspaper is read by most of the people today's. So, on the basis of this finding we emphasized our IMC planning according to customer choice. We will use those types of IMC tools for communicating the message to the people that will best for the need market.Competitive analysis
The major competitors in flat television in Indian context of the DECENT Company are Samsung, Sansui, LG, Soni. They are the well established brand. So to take a challenge in this segment from these all we will create our company brand value in the market through strong positioning message and with differentiate a unique sell property that is television for all level of people and this core value of the DECENT Company will be shown throughout in IMC plan. Pricing factor will be also a major factor to differentiate to all competitors from our company DECENT.Marketing objective
After situation analysis we now able to know our organization strength, weakness, opportunities and threat present in environment. It provides a lot of support in setting of marketing objective. It's provides a sense of direction to the company that what has to done in further marketing plan.
- Increase market share as compare to its competitors.
- Increase sale by 50% in 6 month from thelaunch of public campaign.
- Create awareness among target audience. Use excessive advertising especially using media preferred by the target market.
- Create product belonging and position among buyer's mind
Toachieve this objective we implement various strategies.
* Flat Television for :-
All level of persons
Cover all areas (urban and rural both)Marketing Mix Strategies:-
Product:-The Main aim of the Decent Company is to produce best quality product for all level of people. It is only possible to capture the attention of the target market. The company is providing 5 years free servicing on this television for the customer for customer satisfaction point of view.
Price: - The price range of the product range will be from Rs. 9000 to 30000. The price will be depended upon the features of the television which the customer want.
Promotion:-In a promotion part of the product we are going to launch IMC plan for the target market.Evaluate Performance
The Goal of our marketing plan is to achieve market objective that are established before implementation of marketing plan. We evaluate and control our strategic tactics by comparing our result with standard established before setting of plan, by measuring customer satisfaction and brand loyalty. If result is less than our standard than it means there is any default in implementation and monitoring in the program. The people who are responsible for the monitoring and control of the marketing plan will be the Marketing Executives, Sales Managers, Media Managers, Market Research Departments, and the Production Managers.Some activities will be carried out for evaluating the overall performance that will be precisely and closely evaluating the effectiveness of the strategies and tactics for example the gathering and structuring of data regarding market, product, consumers and the pricing trends, then the generation of daily sales report should be maintained and then in the end continuous reconfirming of the marketing budget and activities by the managers of different divisions.IMC objective and strategy
Integrated Marketing Communications is a term used to describe a holistic approach to marketing communication. It aims to ensure consistency of message and the complementary use of media. The concept includes online and offline marketing channels. Online marketing channels include any e-marketing campaigns or programs, pay-per-click, affiliate, email, banner to latest web related channels for webinar, blog, micro-blogging, RSS, pod cast, and Internet TV. Offline marketing channels are traditional print (newspaper, magazine), mail order, public relations, industry relations, billboard, radio, and television. Decent Company is developing its integrated marketing communication programmes using all the elements of the marketing mix (product, price, place, and promotion So Integrated marketing communication is integration of all marketing tools, approaches, and resources within a company which maximizes impact on consumer mind and which results into maximum profit at minimum cost. Promotional activities include Advertising, sales promotion, and personal selling activities. It also includes internet marketing, sponsorship marketing, direct marketing, database marketing and public relations and integration of all these promotional tools along with other components of marketing mix to gain edge over competitor is called Integrated Marketing Communication.Situational analysis
First of all we carried out situation analysis in order to understand the problem. In this we identify our competitors and their strategy for example LG Cup event strategy for LG client.Then, systematically analyzing situational environments in order to identify our customers and understand their needs. In IMC situational analysis we analyze innovative collection, increase market and market share through integrated PR, advertisement and promotional campaign. Besides opportunities there is a lot of threat that create barrier for Television Company. Under situation analysis, we also analyze financial position of company.IMC objective
The IMC objective of the DECENT company is following:-
- To Increase sale by at least 40% in next quarter.
- To Increase brand awareness.
- To Increase customer loyalty.
- To Increase desire of customer.
- To Increase repeat purchase.
- To measure customer satisfaction.
- To create relationship with customer on personal level.
- To control and observe public opinion.
- To receive feedback from customer on regular basis.
After situational analysis we must find the problem regarding IMC communication related to the current market environment. In situational analysis we find that there is a lack of awareness regarding the knowledge of quality of television. Most of the people prefer only branded and quality product whatever the quality belongs to that particular branded product. The problem also belongs to the people attitude towards the new launching product that is my company DECENT. Our company Decent when going to be launch new television product into the market then the attitude of people towards our product may not be trusty because many other company successful established in to the market and among them we have to create Decent brand positioning into the market. So we must consider all these things before launching IMC tools towards our product. We will have to also care about the distribution channel of Decent Company and also about the marketing mix communication.Communication objective
The Decent communication objective is to achieve all marketing objective which are prescribed in marketing plan through strong positioning message. As a Decent company IMC planner our communication objective is to create awareness among the people regarding our product. Our communication objective is to give the technical knowledge and competitive benefit about our product to the target market. For this by the help of IMC plan we create the brand image of our product and differentiate feature of our product into the mind of customer.Budget
The companies IMC budget will be depend upon the total objective which is to be achieved in a total financial year. In Decent Company, IMC budget is 50 crore for the financial year 2009-10. In this amount we will capture our target market through various types of IMC tools through the strong positioning message.IMC tools used
We will use following tools for capturing the target audience with respect to the target market:-
In advertisement part we will expend Rs. 20 crore. The main objective of the advertisement of the Decent company will be the following:-
- To increase brand awareness.
- To inform to the target market about our product.
We will develop an Advertising Strategy to achieve the objectives of a campaign that requires the consideration to be given to both the 'Message' which will be communicated and the 'Media' through which it will be sent.Advertising Message
We are trying to be creative, imaginative and innovative in developing the advertising message, both in terms of what is said, and how it is said?What is said by the Decent company:-
We will use here the 'Big Idea' and will normally address the key benefits sought by the target audience, motivating the audience to pay attention. Given the constant search for new ways to appeal to target audiences.For example:
Decent television:People follow me.
In this massage we are trying to draw attention that it is a product which is followed by maximum people.How the company will say it:-
During delivery of advertisement massage in customer mind we will take the personality symbol, lifestyle and musical as consideration. The advertisement will be to promote positive feelings of fun, contentment, and happiness.Selecting Advertising Media:-
In addition to deciding upon the content, style and tone of the advertising message, the media through which the message will be communicated to the target audience must also be selected. For the flat television advertisement we will select media such as TV, Magazine, Newspaper and Outdoor.Newspapers:-
From this media we will do the following:-
- Targeting is possible through profiling readership. Magazines:-
- High quality reproduction, of color images
- Targeting is possible through specialist publications
- Good pass on readership
From this media we will do:-
In Sales promotion we will provide various consumers and trade promotional tool such as rebate, discount, gift, contest, coupons, price deal, contest game, sampling to the target market to increase sale of Decent Television.
There are certain objectives of the Decent Television sales promotion.
- To increase immediate product sale
- To increase support among the marketer's sales force.
- To gain the support of the trade in marketing the product
By the help of Promotional strategy we will try to change consumers' buying behavior, to increase brand image, to increase profit, to increase sale of our product. We will apply two kind of sale promotion, one is directed toward consumer and other one is directed toward trade such as dealer.Consumer sale promotion tool:-
We will apply following promotional tools increase sale.
Price deal : -Price deal is temporary reduction in price of product. We will provide two type of price deal: cents-off deals and price-pack deals. Price deal will be is given at various times to stimulate purchase of Television.
Coupon :- A coupon is typically a printed certificate giving the bearer a stated price reduction or special value on a specific product, generally for a specific period. In this We will provide Various company issue various kind of coupon that contain various discount price customer get the advantage of this discount.
Premium:sometime various companies like Sony, Samsung etc. offer some gift or at bargain price to encourage customer buying.
Advertising Specialities:Advertising specialities also call a promotional product. It mostly given to our loyal customers.