Bpl- Televisions- Brand revival

Brand Revival- BPL - Televisions

1. Presented By
Pravin Patne
Jagi Yadav
Reeta Gupta
Priyanka Bachhav
Jerry Dias
Neha Hazari

2. British Physical Laboratory (BPL) is a Private Limited Company  as an
Indian Electronics Company.
 It was founded by TPG Nambiar in 1963 in Palakkad, Kerala, and is
headquartered at Bangalore, Karnataka.
Manufactured hermetically sealed precision panel meters for the defense
forces.
Nambiar’s Vision was to make BPL Group a “Household Name”.
Core Businesses- Consumer Appliances, Home Entertainment & Health Care.
About Us

4. 1960’s –
India’s 1
st
ECG Machine
-agreement with Fukuda,
Japan
1970’s –
Power Line Cables
Electronic scanners,
Copiers
Switches & Relays.
1980’s –
Color TVs' – Asian Games.
Microprocessors/Word.
Telecom - EPABX
Unforgettable Brand Journey

5. Revolutionary 1990’s – Age of BPL
-India’s first Frost Free Refrigerators
-India’s First Fuzzy Logic Washing
Machine.
-BPL VCR’s and Portable CD /Radio
Sets.
-BPL Mobile – Maharashtra, Kerala.

6. Product Life-Cycle of BPL
Product development:
Sale are zero and the company’s investment costs.
In case of BPL it lies from 1963- 1982.
Introduction:
Introduction is a period of slow sales growth as the product.
Profits are nonexistence in this stage coz of heavy investment cost.
BPL introduce itself as a COLOR TV manufacturer in 1982.
Growth:
Growth is a period of rapid market acceptance and increasing profits.
BPL it lies from 1985-95.
Maturity:
Maturity is a period of slowdown in sales growth because the product has
achieved acceptance by most potential buyers.
In BPL it lies from 1995-2000.
Decline:
Decline is the period when sales fall off and profits drop.
In BPL it has come from 2000 onwards.

7. BPL – Consumer Products
Consumer Durables – TV’s , Refrigerators, Washing Machines, DVD Players
Consumer Lighting – L650 Rechargeable Lantern, Solar Roof Top Solutions.
Smart Home Systems -Security
BPL – Medical Technologies
Electrocardiographs ( Patient monitoring systems- ECG’s), Stress Test systems
Critical Care Systems : Acura V – Infusion IV Pump- Drips.
Imaging systems & Monitors– healthcare – Cardiology, Obstetricians etc.
Oxygenators
Service & Consumables – AMC’s for Technical services- Computers etc.
BPL – Energy
Online UPS Systems for Enterprise communications and networking.
Smart Energy Home Systems
Core Businesses

8. Believe in the
Best
Happier Living
Everyday

9. LED TV for all………………
Newly Launched- Affordable LED TV @ Rs. 6,999/-
15’’ LED TV
Low Cost –
Rs. 6,999/-
21’’ LED TV
Low Cost –
Rs. 11,999/-
Exchange Old CRT TV for a
discount of 30% and get
New BPL -LED TV

10. Key Highlights & Focus :
It is worth noting that though LCD and LED display flat panel TVs are
here in India for almost 9-10 years now, these are yet to catch the
market like wild fire.
Main Problems People not buying LED/LCD TV-
High Cost
The use of CRT (Cathode Ray Tube) TVs is refusing to go down.
At many places today including shops and house one can spot a small
CRT box.
____________________________________________________________
To Break this
Barrier
Has stepped in with its unique Affordable
& Cost saving LED TV
Why ???

11. Market Data and Latest News on Television Market -
India
The CRT television market - 8.5 million units in 2013 - is
expected to shrink to four million units this year,
according to industry estimates.
At the same time, sales of flat-panel televisions are
projected to grow to 8.5 million units in 2014 from 6.2
million last year.
Apart from Videocon and Onida, there are a slew of small
local brands in the CRT television .. 
The sector has been hit by poor consumer sentiments in a
weak economy amid a 10-12% increase in prices due to a
weaker rupee. 

12. GENERAL
Brand BPL
Model Name BTX-15 R
Screen Type LED - HD
Display Size 15 inches
USB 1
CONNECTIVITY FEATURES
Component In (Y/Pb/Pr) Component Input (Y, Pb,
Pr)
Composite In (AV) 1 Composite Input (AV
Other Connectivity
Features
RF Input (Terrestrial /
Cable Input)
VIDEO FEATURES
Digital Noise Filter Yes
Brightness 200 cd/m²
Aspect Ratio 16:9
Refresh Rate 60 Hz Motion Rate
AUDIO FEATURES
Number of Speakers 2
Sound Technology Dolby Digital Plus, Dolby
Pulse
POWER FEATURES
Power Requirement AC 90 - 240 V, 50/60
Hz
Power Consumption 30 W, 1 W (Stand By)
Other Power FeaturesMaximum with Stand
Input Voltage: Less
than 310 VAC
PRODUCT DESCRIPTION

13. SEGMENTING
Demographic : Age group – All
Income Group – Middle & Lower Middle Class- Families
Family Size - 4 -5 people in a family.

Geographic : Cities , Semi- Rural Areas.

14. TARGETING
Targeting Strategy or Targeting is the selection of the customers
you wish to service.
•Cities & Semi- Rural Areas
•Middle & Lower Middle Class- Families
CRT television replacement is a big
market opportunity in India and we are
poised to grow there by launching a small-
size model which we believe will trigger
60% growth in television business in 2014.
Bridging the Gap

15. TARGETING
Target Audience : Lower Middle Class & Middle Class

16. POSITIONING
To Create an image in the minds of the Target
Market for its Product & Brand
A Product’s Position is how the
Potential Buyer see the Product
Steps :
1.Select Competitive Advantage : Low Cost &
Affordable.
2.Effective communication to deliver in the Market :
Differential Promotional techniques
“ Its not just TV, its BPL”

17. Why Replace CRT to LED
If you’re still holding on to your old big box CRT TV, you may unknowingly be
adding to your household bills because of their high energy consumption.
Calculated on
basis of watts
consumed using
the Television
for 5 hrs. a day

18. Major Competitors;
•Sony
•LG
•Samsung
Present Scenario:
High Cost.
Luxurious .
Mostly Large in size.
Low Cost & Affordable
Small , Medium, Large
Economical .
Offers
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19. CRT LED
Slim Factor Bulky Much slimmer, space
saving
Screen Flatness Not Flat, concave True Flat Screen
Radiation Emits more
electromagnetic
radiation
Emits very little amount
of radiation
Weight Heavy
17” CRT weighs 16Kgs
Very Light
17” LED weighs just
6Kgs
Glare Glare on eyes No Glare
Power Requirements High Power usage, more
than 200% to an LED TV.
17” CRT requires 90
watts.
Low Power usage
17” CRT requires 35
watts.
Why LED/LCD over CRT

20. DIFFERENTIATION
Process of Distinguishing the differences of a Product
to make it more attractive
The Main Objective is to develop a position in that
potential customers see as unique.
Highlights for Differentiation
Product Design LED Designed with Built in CRT model based Speakers.
Quality HD – Led Quality with Power Saving.
Additional Services Auto adjust Brightness & Contrast. Quality
Ventilation.
Image Not just a TV, its BPL – LED for all.
Price India’s most affordable LED TV – OLED Based.

21. Strong Differentiation Points
Low Cost : LED – Small size.
Rs. 6,000 – 6,999/-
OLED Based :
- Not a regular LED TV
Organic Light Emitting Diodes, or OLED, is the second type
of LED TV and the only one that uses pure LED technology.
OLED TVs do not have the problems associated with either
plasma or LCD TVs.
Instead of using color filters like LCD, or UV light like
plasmas, OLED TVs create the basic colors of red, blue, and
green by transmitting electricity through different
materials that create a glow.
Incredibly thin TVs with high brightness and contrast levels.
Because of this superior picture quality, OLED TVs are the
most advanced thing to hit the TV market.

22. Strong Differentiation Points

23. BCG Matrix0%8 1
BPL TV Market0% BPL Medical Tech
1990’s

24. SWOT Analysis
Strengths :
BPL to build on its strengths like product quality, money value, proposition &
presence across .
Has good presence in Non- metro cities especially in the South.
Strong Regional Brand - - towards large scale.
Weaknesses : TV market of BPL is Low .Competitors – LG, Samsung, Sony.
Opportunities : CRT Market Replacement, Small Sized LED TVs at low cost.
Threats : Any Local Brand , Competitors slashing rates of their LEDs.

25. Porter’s Five Forces
Michael Porter –
“An industry’s profit potential is largely determined by the intensity of
competitive rivalry within that industry.”
Barriers to Entry – Large capital, lack of distribution, Strong brand preferences.
Power of Suppliers – Small Dominant Suppliers exists.
Power of Buyers- Products are undifferentiated – easy switch to other suppliers.
Substitute Products – Relative price of substitute product declines.
Rivalry among Competitors – No. of Competitors increases. Industry growth slows.

26. Porter’s 5 Forces Analysis
Rivalry among the competitor •LG, Sony, Samsung, Toshiba, Panasonic
Threat of entrants •Domestic conglomerates looking to start
retail chains.
• International players looking to foray
India.
Bargaining power of supplier •The bargaining power of suppliers varies
depending upon the target segment.
•The unorganised sector has a dominant
position.
•There are few players who have a slight
edge over others on account of being
established players and enjoying brand
distinction.
Bargaining power of buyers • Consumers are price sensitive..
• Availability of more choice.
Threat of substitutes
•Unorganized retail
•Local Brands ( China)

27. Promotional Schemes
Scratch Card Offers / Festival Discounts : Festivals – Diwali , Christmas
Free Installation- Free Installation and operating demo for every
purchase.
EMI’s : EMI’s at zero percent interest rates.
Online shopping Discounts : Flipkart, Snapdeal, Amazon India.
CSR Initiative : BPL Delivery to Rural areas – Hospitals
Foursquare Discount : Customer checks in to an electronic showroom &
buys BPL TV , a 15% discount will be given.
Exchange Schemes : Exchange any OLD CRT TV for a 30% discount and buy
BPL TV of the same range ( LCD, LED)
Full Payment Discounts : 20 % Discount of Full Payment
Contests: Major Sports Events : BPL will have contests to win BPL LED TV’s

28. Advertising Strategies
Television Channels : Colours, Star Plus, Sony – Serial Times – 8-11pm
Radio : Radio Mirchi 98.3 , RED FM 93.5
Newspapers : Times of India , Free Press Journal, HT,
Magazines : India Today & StarDust
Online Advertising : Facebook , Twitter.
Event Wise : FIFA World Cup 2014/BPL, La Liga,UEFA

29. BPL Participates regularly in Preventive Healthcare Camps – Tamil
Nadu
BPL & Health Management Research Institute jointly work on
Telemedicine projects in Andhra Pradesh.
BPL supports frontline clinics in Palakkad, Kerala.
Enhancing Primary Healthcare in the country
Corporate Social Responsibility

30. Vision 2015
BPL will be a leading player in the
following four key areas:

31. Our Email Ids:
Jagi Yadav : [email protected]
Jerry Dias : [email protected]

32. Thank
You