The top two flat panel television (FPTV) makers - Sony and Samsung - are trying for the top slot in the market share sweepstakes, riding on the current cricket fever set off by the World Cup.
Both the firms are claiming leadership position on different counts - Sony based on shipments, and Samsung based on customer sales. FPTVs include liquid-crystal display (LCD) panel, light emitting diode (LED) panel and plasma television sets.
Sony India has planned for a Rs 100-crore multi-media campaign with its new brand ambassador, Mahendra Singh Dhoni, the Indian skipper. As a special consumer connect initiative, Sony has announced a lucky draw promotion, under which 100 lucky families will get a chance to meet Dhoni.
"For the cricket season from January to March, Sony has a target of 40 per cent share in the FPTV segment in India… As a part of our marketing strategy, we have allocated a sum of Rs 140 crore towards promotional activities in the Bravia category," said Tadato Kimura, general manager -marketing, Sony India.
Sony claims that it had been going strong since May 2010, in market share (by value) in the FPTV market. Bravia contributes 35 per cent to Sony India's overall revenues. Samsung has set a target of 6.5 lakh pieces for the six months season ending June 2011, offering interest free loans, which enable the customer to take home an FPTV by paying just Rs 1,999.
The balance amount can be paid in 17 equal installments. "The offers include zero per cent finance as well as a Dish TV set-top box free with every FPTV. The offers are valid till March 15, 2011. We are looking at a 100 per cent jump in our FPTV sales during the promotion period," said Ruchika Batra, general manager for southwest Asia, Samsung.
Batra cited affordability as one of the reasons for a steep rise in sales of FPTVs, of late. "Cricket is sort of a celebration in our country, it definitely boosts the sales," she added.
All the other companies in the industry are witnessing good growth in their sales during the season, with special promotions becoming the norm. These companies include international brands like LG and Panasonic, besides leading Indian brands like Onida and Videocon.
"Onida has plans to launch 30 different products in the display market by Diwali this year," said K. Sriram, vice-president, sales and marketing, Onida. Responding to a query, he added, "The prices have seen a downward trend in the last three to four years, but it is difficult to predict anything right now."
Onida has witnessed 15-20 per cent rise in sales of FPTVs during the World Cup season, so far, taking its market share up from three per cent to six per cent this year. It is targeting a market share of 10 per cent next year. Sriram expects sales of FPTVs to grow at 60-70 per cent in 2011.
Perhaps due to World Cup matches, market research firms are predicting FPTV sales to peak to 80 per cent in 2011. "The FPTV market in India is growing at a phenomenal rate, recording a growth of 100 per cent in the last three years. This year we expect to see an 80 per cent," said Indrajit Ghosh, director of India and South Asia, DisplaySearch.
Courtesy: Mail Today