VIDYA SYSTEMS
CENTER CODE: 0023
By
(SAMSON P ANTHONY )
Reg No: 571115120
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MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
AFTER THE TAKEOVER BY SONY”
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DECLARATION
SAMSON P ANTHONY
Reg No: 571115120
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MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
AFTER THE TAKEOVER BY SONY”
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EXAMINER’S CERTIFICATION
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MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
AFTER THE TAKEOVER BY SONY”
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(SAMSON P ANTHONY)
has worked under my supervision and guidance and that no part of this
report has been submitted for the award of any other degree, Diploma,
Fellowship or other similar titles or prizes and that the work has not been
published in any journal or Magazine.
Certified
Bhanu Prakash J
(Master in Business Administration)
(Guide’s Name and Qualification)
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MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
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CONTENTS
CHAPTER 1: 1-2
RESEARCH EXTRACT
1.1 Executive Summary
CHAPTER 2: 3-5
INTRODUCTION
2.1 Title
2.2 Background of the study
2.3 Statement of the problem
2.4 Need and importance of the study
2.5 Purpose of the study
2.6Objectives of the study
CHAPTER 3: 6-27
REVIEW OF LITERATURE
3.1 Industry background
3.2 About SONY
3.3About AIWA
3.4 About AIWA- SONY acquisition
3.5Renewing the AIWA brand
3.6AIWA’s strategy in India
3.7Sony’s new marketing strategies for AIWA
3.8New trends in Hi-Fi systems
3.9New entrants in the market
CHAPTER 4: 28-32
METHODOLOGY
4.1 Research Methodology
4.2 Designing of questionnaire
4.3 Data collection procedure
4.4 Limitations of the study
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33-76
CHAPTER 5:
ANALYSIS
5.1 Consumer analysis
5.2 Dealer analysis
CHAPTER 6: 77-82
SUMMARY OF CONCLUSION
6.1 Findings of the study
6.2 Recommendations
6.3 Conclusion
Chapter 7: 83-91
ANNEXURE
7.1 Questionnaire
7.2 Source
7.2 Bibliography
Chapter - 1
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Research Extract
ﺡExecutive summary
The dissertation study was basically carried out to find out the general perception
about AIWA Hi-Fi systems and to do a competitive analysis. The study was aimed to find
out the general perception of people towards AIWA Hi-Fi systems and where AIWA
stands today amongst the competitors.
In research part of the dissertation study, a sample size of 200 consumers and 42
dealers and distributors was considered. The consumers were people who possess Hi-Fi
systems and also those who don’t possess any Hi-Fi system. The dealers were those who
deals with various brands of Hi-Fi systems. A survey was conducted with a self
administered questionnaire (consisting of both structured and unstructured questions).
The data collected in this manner then combined with secondary data to find out the
general perception about AIWA Hi-Fi systems and to do a competitive analysis.
The findings of the study revealed that the consumer electronics market is a highly
competitive market. This competition increased a lot with the acquisition of AIWA by
SONY Corporation. However a very handful of people are aware of this development.
The findings also revealed that PHILIPS is having a better market awareness in the Hi-Fi
systems, but SONY along with AIWA is now catching them very fast.
Chapter - 2
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Introduction
ﺡTitle
ﺡBackground of the study
ﺡStatement of the problem
ﺡNeed and importance of the study
ﺡPurpose of the study
ﺡObjectives of the study
This dissertation study was carried out in order to find out the general perception
of people towards AIWA Hi-Fi systems and where AIWA stands today among its
competitors. Since the consumer electronics market is as always an attractive and highly
competitive one, the market fluctuates with every single strategy of the players in this
market. The market scenario changed a lot after AIWA became a brand / category of
SONY.
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This study was taken up to find out the general perception about AIWA Hi-Fi
systems and to do a competitive analysis of AIWA after the takeover of AIWA by SONY.
A study was conducted among the consumers and dealers to find out the change in the
consumer electronics market after AIWA became a brand / category of SONY
Since the consumer electronics market is as always an attractive and highly competitive
one, the market fluctuates with every single strategy of the players in this market. The
market scenario changed a lot after AIWA became a brand / category of SONY. Therefore
following are the reasons and importance of the study:
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Requirements of people in a
particular type of Hi-Fi system.
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Chapter - 3
Review Of Literature
ﺡIndustry background
ﺡAbout SONY
ﺡAbout AIWA
ﺡAbout AIWA- SONY tie-up
ﺡRenewing the AIWA brand
ﺡAIWA’s strategy in India
ﺡSony in new marketing initiatives for AIWA
ﺡNew trends in Hi-Fi systems
ﺡNew entrants in the market
Consumer Electronics in India: After declining in 2000 and 2001, the Indian
consumer electronics market grew by 12.4% in 2003, to reach Rs129.5 billion. This was
mainly due to the improved performance of the large TV sub sector, which performed
well as a result of high growth in flat screen TVs, spurring the replacement market. Given
the dominance of the TV sub sector in the Indian consumer electronics market, improved
growth positively affected overall market performance.
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Across both the audio and video sectors, retail prices fell by between 10% and
20%. This has been as a result of a consistent declining trend in duties, increasing
competition and lowertechnologycosts.
However, growing volume sales of higher priced products compensated for the
decline in unit prices, resulting in a value growth of 12.4% in 2003. These more
expensive products, which integrate new technology, include flat screen TVs, hi-fi
systems and home theatre systems.
Video products increased their volume share from 69% in 1998 to 74% in 2003.
Based on current trends, it is predicted that this share will reach 80% by 2008, owing to
the higher perceived entertainment value provided by video products.
The colour television has replaced the cassette player as the "must-have"
entertainment option in Indian households, and as a result rural penetration of colour TVs
is increasing. In 1994, according to data from the National Council of Applied Economic
Research, cassette recorders were present in 20.4% of Indian households, while colour
TVs was present in only 6.3%. Since then, TV growth has been faster, and by the end of
the review period, colour TV penetration was estimated at 25%.
If grey market sales are included, the Indian consumer electronics market is
estimated to be around 25 million units. The only sub sector without significant grey
market sales is colour televisions. The Indian colour TV sub sector has been large enough
for multinationals to introduce world-class products in the Indian market, at competitive
prices. In the 1970s and early 1980s, smuggled Sony TVs found a big market, but with
the formal entry of Sony and the wider availability of its products, the smuggled market
for TVs has been suppressed substantially.
However, in sub sectors like DVD players, camcorders, digital cameras, audio
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separates and portable audio, there are smuggled products available at roughly half the
price of those in the official market, as the smuggled goods get around the need to pay the
duties imposed on products in the legal market.
Also, in large volume sub sectors like portable radios, radio cassette players and
radio CD players, unbranded products are sold on the pavements of large cities, once
again at around half the price of goods available through regular retail channels. A
significant portion of these goods comes from China.
Indian brands like Onida, Beltek, Oscar and Salora are reinventing themselves and
aggressively attacking the low-end, high volume segment. However, Indian companies
like BPL Ltd are struggling to retain share, and consistently lost share in the review
period. These are companies that were in the upper end of the market in the 1990s. Their
position has been downgraded by the arrival of strong multinational brands.
Consequently, they have lost out in terms of image and at the same time are unable to
compete with cheaper brands.
The star performers in 2002 and 2003 were the Korean brands LG and Samsung.
Their combined share increased from 14.7% in 2002 to 21.3% in 2003. Their gains have
come mainly from video products. In audio products, Philips, with a 34% volume share
in 2003, and Sony, with 15%, is the strongest brands.
LG and Samsung entered the audio market in late 2003. If they are able to
replicate their success in video products in audio products, then Philips, Sony etc may
struggle to retain their shares.
But this scenario has changed in 2004. Sales of mini hi-fi systems, once a big
chunk of audio market, are down.1
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Triple VCD changers, twin cassette recorders, and speakers with woofers and
tweakers, fancy music decks - once a rage among teenagers, young adults, and
audiophiles are now fast going out of style, reports CNBC-TV18.
Retailers and manufacturers say sales of these mini hi-fi systems, have been
stagnant, hit first by the FM revolution, then an increased interest in high-end TVS.
So, while the overall audio systems market dropped 14% in sales, between January
and March this year, sales of mini hi-fi systems dropped by 18%. Retailers are now
devoting shelf space to other products.
Falling volumes and low margins means that this is becoming a de-focused
business for many consumer durable players. For companies like LG, Videocon, it's now
really a question of stocking a few models in order to have a presence across all
categories.
In the audio market newer players like Samsung, LG and Aiwa are struggling to
make an impact. In this shrinking market then, the only serious players are Philips and
Sony who together own over 90% of the market. Philips in fact claims that it continues to
register double digit growths, even for its mini hi-fis.
Survival in this stagnating market means drastic price cuts and promotions.
Samsung has cut its VCD system price from Rs 11,000 three months ago, to Rs 9,500.
And Aiwa is giving away free VCDs with every Hi-Fi.
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Divisional Head at Aiwa, Prasun Banerjee, said, we have incentives for retailers
and dealers. We're bundling free software with music systems and it's been very well
received. As the market churns, companies are still trying to figure out the most viable
product mix. At Philips, the focus is on music systems with DVD players whereas
companies like Aiwa believe consumers prefer plain and simple audio CD players.
In spite of all these ups and downs, the consumer electronics market in India is still
an attractive market.
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SONY is one of the major players in the consumer electronics industry across the world. This
Japanese company is worldwide known for its glorious history and innovations in lifestyle
entertainment.
Establishment
1950- July- Japan's first magnetic tape recorder, the G-Type, launched.
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owned Sony subsidiary in January 1988, and renamed Sony Music
Entertainment (Japan) Inc. in April 1991.
May Sony (U.K.) Ltd. Established in the United Kingdom (reorganized
as Sony United Kingdom Ltd. In April 1993).
Oct. Trinitron color TV, the KV-1310, launched.
1971 Oct. 3/4-inch u-matic color video cassette player, the VP-1100, launched.
1975 May Home-use 1/2-inch Betamax VCR, the SL-6300, launched.
1979 July First personal headphone stereo Walkman, the TPS-L2, launched.
1982 Oct. World's first CD player, the CDP-101, launched.
Nov. Betacam 1/2-inch camcorder for broadcast-use, the BVW-1,
launched.
1984 Apr. High definition video system (HDVS) launched.
1985 Jan. 8mm camcorder, the CCD-V8, launched.
1988 Jan. CBS Records Inc., the records group of CBS, acquired. It was
renamed Sony Music Entertainment Inc. in January 1991.
1989 June Compact and lightweight passport-sized 8mm camcorder, the CCD-
TR55, launched.
Nov. Columbia Pictures Entertainment, Inc. acquired. It was renamed
Sony Pictures Entertainment Inc. in August 1991
1992 Nov. MD system launched.
1993 Nov. Sony Computer Entertainment Inc. established.
1994 Apr. New company structure introduced at Sony Corporation.
July World's first high-brightness, green light-emitting diode
successfully developed.
Dec. "Playstation" SCPH-1000 launched.
1995 Dec. Basic specifications of new industry format for high-density optical
disc finalized, including new format name, DVD.
1996 May 50th anniversary of Sony Corporation.
June Introduction of Corporate Executive Officer System
July Home-use PC "VAIO" series launched
July Flat CRT WEGA series launched
2000 Mar. "Playstation 2" SCPH-10000 launched
2001 Apr. Sony Bank established in Japan
Oct. Sony Ericsson Mobile Communications established
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2002 Sept. Sony Dream World 2002 held in Yokohama
Dec. Sony absorbed AIWA by merge
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The launch also marks the unveiling of the new AIWA logo in the country. The
AIWA logo symbolizes the dynamism of renewed AIWA brand. Its wavelike shape
denotes the wave of next generation and the ability to create movement through action.
The spiral note in the logo stands for deepening relationships with consumers by meeting
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their needs through reliable technology. The brand colour ‘AIWA red’ denotes pulsating
energy and stands for passion and enjoyment.
Offering a total audio experience, the AIWA Home Audio range sports I-Bass for
tighter and cleaner bass for maximum punch and tuneful music; The Triple Drive Woofer
and Horn Tweeter for best frequency response from lower to high frequency fields.
India’s first Network Ready USB DVD Audio, AIWA BMZ, which can interact with your
PC and allows you to play downloaded music saved on your pc hard disk by means of a
USB cable supplied is being introduced under AIWA Home Audio Systems by Sony
India. This unique product is part of 6 AIWA Home Audio Systems ( 3 DVD models with
home theatre capability and 3 VCD hifis ) being launched in India.
In the Indian Audio market, the DVD segment is projected to grow multifold while
the VCD segment will consolidate its share. In this market, Sony India sees great
potential in the entry level and popular segment. To tap this potential, AIWA will be
positioned as the value-for-money brand in the popular segment. The major target
audience is the value conscious consumer. The company also plans to attract new buyers
to the segment from the younger generation, with new concepts like the BMZ Network
ready model.
AIWA, the new symbol of music for youth, announced its expansion in the
Personal Audio category with the introduction of 22 new products. The brand was also
looking at expanding to 30 cities in India by the end of 2004. Comprising Portable CD
players, Headphone stereos and Portable audio players, the stylish and trendy new
Personal Audio Range from AIWA will be available to customers, with which to ‘groove
on the move’.
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“Even as AIWA continue to focus on existing consumer reassurance, the aim is to
build a strong presence for AIWA across the country by synergizing our business with
Sony to create one of the leading brands in India” said Divisional head, AIWA. “The
introduction of the new AIWA personal audios is a step forward to reinforce its product
range and offer a composite range of products for the customers”, he added.
Going forward, AIWA has plans to strengthen its product range with home theatres,
micros and mp3 players and expand its presence to 125 cites by 2005. This is in
consonance with AIWA’s approach to focus on creating awareness and rebuilding trust of
the brand through product innovation, customer service and channel consolidation to
drive its growth in India since its re launch as a brand owned subsidiary of the Sony
Corporation in 2003.
While catering to the mass end of the market, AIWA’s specific focus in India is the
youth. Keeping this in mind, the company recently launched a dynamic new logo
symbolizing movement through action, energy, passion, enjoyment and a constantly
deepening relationship between AIWA and its customers. Through its innovative products
and efficient servicing network AIWA will look at giving its customers a plethora of
reasons to ‘Enjoy AIWA’ in 2004.
Products:
Personal audio: Portable CD player; Portable audio player; Headphone Stereos,
Headphones and Accessories.
Mini Hi-Fi Systems: DVD Mini Hi-Fi Systems; VCD Mini Hi-Fi Systems.
DVD System.
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BMZ-K7D
MRP-Rs 24,990
Key Features
5000W P.M.P.O
Newly Developed 5DVD Slot-in changer
DD/DTShttp://www.in.aiwa.com/bmz_k7d.htm - #/Dolby Pro-
logic II decoder
Twin Drive Woofer(14cm) Speaker System
+ Built-in Subwoofer
Center & Rear Speakers
Interactive USB FIG :
1
BMZ-K5D
MRP-Rs 19,990
Key Features
Dolby Digital DTS Decoder
120w x 2RMS( 2700W PMPO)
Spectrum Analyzer
CD (DVD/VCD/CD), Tuner, Video
FM/AM Tuner(32 Presets)
5 DVD/CD vertical slot –in changer
DVD Video ,DVD-RW(Video mode)/-R/+RW/+R,
VCD,CD,CD-R/-RW
MP3, JPEG Playback
FIG : 2
Auto Reverse, Full logic Mechanism
14cm Twin Drive woofer, 3-Way Bass reflex Spk System
Full Karaoke Function , ID Tag Display for easy music search
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JAX-D5
MRP-Rs 19,990
Key Features
3000W P.M.P.O.
3DVD Changer
MP3 Playback
i-Bass
Twin Drive Woofer 3-way Speaker System
DD/DTShttp://www.in.aiwa.com/jax_d5.htm - #/Dolby Pro-
logic II decoder
LED Level Meter FIG :
3
Centre and Rear Speakers Supplied
JAX-D33
MRP-Rs 17,990
Key Features
60w x 2RMS( 1300W PMPO)
Dolby Digital, DTS Decoder
Virtual Speaker mode
CD (DVD/VCD/CD), Tuner, Video
FM20/AM 10 Preset Memory
3 Disc Changer
DVD Video , DVD-RW(Video mode)/-R/+RW/+R,
VCD,CD,CD-R/-RW
MP3, JPEG Playback
Dual Full logic Deck FIG :
4
Auto Reverse
15cm Twin Drive woofer, 3-Way Bass reflex Spk System
Full Karaoke Function
ID Tag Display for easy music search
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JAX-TV8
MRP-Rs 16,990
Key Features
4000W P.M.P.O
3VCD Changer
MP3 Playback
i-Bass
Triple Woofer Speaker System(14cm)
Horn Tweeter and Front Surround Speaker
FIG : 5
JAX-V33
MRP-Rs 11,990
Key Features
60w x 2RMS ( 1300W PMPO )
Surround Effect
FM20/AM 10 Preset Memory
3 Disc Changer
VCD , CD, CD-R/-RW and MP3
Dual Full Logic Deck
Auto Reverse
15cm Twin Drive woofer,
3 way Bass reflex Spk System FIG : 6
Full karaoke Function
ID-3 Tag Display for easy music search
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MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
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JAX-V55
MRP-Rs 13,990
Key Features
120w x 2RMS( 2600W PMPO)
Surround Effect
FM20/AM 10 Preset Memory
3 Disc Changer
VCD,CD,CD-R/-RW and MP-3
Dual Full logic Deck
Auto Reverse FIG :7
16cm Twin Drive woofer,
3-Way Bass reflex Spk System
Full Karaoke Function
ID-3 Tag Display for easy music search
JAX-V77
MRP-Rs 15,990
Key Features
150w x 2RMS( 3300W PMPO)
Surround Effect
FM20/AM 10 Preset Memory
3 Disc Changer
VCD,CD,CD-R/-RW and MP-3
Dual Full logic Deck
Auto Reverse
18cm Twin Drive woofer,
3-Way Bass reflex Speaker System
Full Karaoke Function FIG :
8
ID-3 Tag Display for easy music search
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RBT- 5000V
MRP-Rs 8,990
Key Features
45w x 2RMS( 1000W PMPO)
1- Disc Player- Top Loading
VCD,CD,CD-R/-RW and MP-3
Dual Full logic Deck
Auto Reverse- Deck B
2 Way- 13 cm woofer
4 Pre-sets
i-Bass FIG : 9
XR-EM500
MRP-Rs 9,990
Key Features
25W x 2RMS
Bass and Treble Control, I-bass
CD , Tuner, MP-3
FM20/AM 10 Preset Memory
Top loading single CD
CD,CD-R/RW,MP3 Playback
Full logic Deck
Auto Reverse
10cm woofer, 2-Way Bass reflex Spk System
ID3 tag display for easy music search FIG :
10
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AWP-ZP5
MRP-Rs 12,990
Key Features
20W x 2RMS
Preset Equalizer
Vertical Slot –In single CD
CD , Tuner, MP-3
FM20/AM 10 Preset Memory
CD,CD-R/RW ,MP-3 Playback
10 cm Woofer,
2-Way Bass reflex Speaker System
USB Input
3 USB Ports( Front x2, Back x1)
FIG : 11
ID3 Tag display for easy music search
Large LCD Display
USB Cable
XR-FA800DVD
MRP-Rs 13,990
Key Features
30W x 2RMS
Preset Equalizer
DVD , Tuner, MP-3
FM20/AM 10 Preset Memory
Front loading single CD
DVD Video, DVD-RW(Video Mode)/-R,
VCD,CD,CD-R/RW
MP-3, JPEG Playback
Full logic Deck
Auto Reverse FIG :
12
12cm woofer, 2-Way Bass reflex Spk System
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Karaoke function
XR-MNV5
MRP-Rs 15,990
Key Features
80W x 2RMS
Preset Equalizer
VCD , Tuner, MP-3
32AM/FM Preset Memory
5VCD/CD Vertical Slot
VCD,CD,CD-R/RW ,MP-3 Playback
Full logic Deck
Auto Reverse
14cm, 2-Way Bass reflex Spk System
ID3 Tag display for easy music search FIG :
13
DVD System
XD-AX10
MRP-Rs 5,990
Key Features
DVD Video/DVD-RW (Video Mode)/
DVD-R/+RW/+R/VCD/S-VCD (Simple Playback)/
CD/CD-R/CD-RW/MP3 Playback
S-Video Out/Component Out/Composite Video Out
FIG : 14
Video DAC:27MHz, 10Bit / Audio DAC:192kHz, 24Bit
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In the CTV market also competitors feel the same. K R Kim, MD, LG Electronics
India Ltd, pointed out the insignificant presence of the brands in CTVs. However, he
added that there has been more competition in the audio segment.
Sony made a strategy for renewing the Aiwa brand and introduced a new Aiwa
logo. The logo symbolizes the dynamism of the renewed Aiwa brand as it creates
business for a new era and was deployed globally, starting with products in the domestic
market from May 26, 2004.
Sony envisages Aiwa as a brand targeted mainly at young people, offering simple
and easy-to-use products for the "private space" where you can enjoy your individual
lifestyle.
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As Aiwa's brand development moves forward, the Aiwa Business Center will use
Sony's production and sales platform to build operations that respond speedily and
efficiently to changes in the market
"2004 was one of the most exciting years in the history of the Aiwa brand in
India".
"The new Aiwa logo symbolizes a total commitment by the Sony Corporation to
re-establish Aiwa as a youthful and potent force in consumer electronics, and the Indian
market plays a very important role in these plans,"
Aiwa created its own distinct brand personality centered on the themes of personal,
youthful and energetic, and India presents Aiwa with unique marketing opportunities.
Aiwa has a solid brand heritage, and in the rapidly growing Indian market, where
consumers' demand for outstanding value for money gives Aiwa a strong advantage over
the competition.
The core of Aiwa's new brand strategy is the products themselves. While
developed from the same R&D, engineering and manufacturing base as Sony products,
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and reflecting Sony's reputation for quality and innovation, Aiwa products will have their
own unique design and a complementary market position to Sony.
Aiwa invested fully in increasing the awareness and image of the brand and its new
logo, which appeared on all new models launched in India after May 26, 2004.
FIG: 15
The wave of new generation. The ability to create movement through action.
Spiral Shape:
The ever-deepening relationship with consumers created by satisfying customers
needs through reliable technology.
Color:
The brand color is “Aiwa red” Full of energy to connote Aiwa’s passion and the
enjoyment.
Relationships are all about give and take.
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The Rs 1,000-crore Sony India Pvt Ltd has for the first time decided to market
‘Aiwa’ mini-hifi, micro and portable audios and headphone stereo without radios through
its existing 80 ‘Sony’ exclusive outlets across the nation beginning December 2004. The
objective behind the move is to leverage the Aiwa brand by promoting it through Sony
exclusive outlets, woo music lovers across the country and spur volumes of Aiwa
products. With the move, consumers will now be able to avail of Aiwa mini-hifi, micro
and portable audios priced between Rs 690 and Rs 25,000 at Sony exclusive outlets. The
company has recently restructured its advertising campaign for Aiwa portable audios
which highlights the youth and music-loving concept, said Sony India Pvt Ltd product
head (Aiwa) Amitabh Bhatnagar.
Sony launched Aiwa audio systems in October 2003 and since then the products
have been available in cities such as Mumbai, Delhi, Bangalore, Hyderabad, Kolkata,
Chenai and Pune. Currently, Sony markets eight models of Aiwa hi-fi audio systems in
India by sourcing it from Thailand and Malaysia. And, now the company plans to launch
four new Aiwa models in the micro audio systems and two new models in the portable
audio systems.
According to Mr Bhatnagar: “This Diwali has been good for the Aiwa head stereo
with radio segment where the brand achieved the No. 3 position— Aiwa garnered a
marketshare of 20% in the segment. Soon after Sony India announced plans to expand its
distribution network for nationally promoting Aiwa audio systems which included
increasing the number of dealers from 140 to 220 and its distributors from 30 to 45, the
company is in the process of analyzing the quality of dealers, distributors and trade
partners.”
On the rationale behind the move, Mr Bhatnagar said this is because Sony does not
intend to focus on short-term gains and spur volumes for promoting Aiwa products.
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Instead, it aims to focus on product quality and brand perception and focus on smaller
towns in the near future to widen the presence of Aiwa products. Aiwa launched portable
audios in India in May 2004.
“With the new initiatives, Sony India hopes to sell 2,000 units of Aiwa audio
systems per month and grow Aiwa’s marketshare from 4% to 7%. In addition, Sony India
hopes the Aiwa brand to contribute an additional 10% to the company’s overall sales
turnover. As for the near future, we are not looking at launching Aiwa CTVs in India, but
if we are able to spur significant volumes of Aiwa products in India, then we might look
at the possibilities,” he said.
Trends
There is more focus on the ‘wearability’ and portability of players. For instance
there are lightweight players that can be hung around the neck (e.g. Creative MP3
Player 2 and Samsung Yepp), or worn like an armband (the Philips Act 200/PSA-64).
The process of transferring songs between the PC and a portable MP3 player is
being simplified. Most devices now have built-in USB or Firewire interfaces for this
purpose. Devices such as Creative’s MuVo make song transfer a plug-and-play affair.
Wireless connectivity through RF technology like Bluetooth will further simplify
transfers.
Another feature that manufacturers are addressing is internal storage within the
player. Many chip-based players now include an expansion slot for memory cards that
can double the storage capacity of the player.
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MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
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________________________________________________________________________
Some players (such as Creative’s MuVo) double as file storage devices. Many
manufacturers are seriously considering this feature for future models.
The sound output is being further enhanced through the inclusion of built-in
equalizers that can boost low and high frequencies. Some players (like the Creative
NOMAD Jukebox Zen) have preset equalizer settings to simulate environments like
Stadium, Concert, Bathroom, Garage, etc.
While chip-based or hard disk-based portable MP3 players are regarded as high-
end products, VCD or DVD players with CD-R compatibility have mass-market appeal.
Leading car audio manufacturers have already introduced MP3-enabled car hi-fi
systems. These are either jukeboxes (with hard drives) or CD systems with CD-R
compatibility (to play back the MP3 disks you burn on your PC).
Most players do not have a built-in FM radio, and this is one feature that
manufacturers can include in future models.
The recently launched Philips-Nike Portable Sports Audio (PSA) range is designed
for not just portability but also for movement. PSA is positioned at athletes, sports
enthusiasts and youngsters. These MP3 players are truly wearable and are designed so
that there is minimal hindrance to body movement. One can mount these MP3 players on
34
MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
AFTER THE TAKEOVER BY SONY”
________________________________________________________________________
Velcro bands and strap them to your arm, for your daily workout at the gym. The ultra-
lightweight headband and wire are designed to curve elegantly behind the neck (Philips
calls this Smart Wire Management). The headphones have earpieces made of sweat
resistant material. And you can’t press the buttons accidentally, for there aren’t any.
Actually the players have a rubber pad with membrane touch buttons. The CD-based
model (ACT 400) won’t skip a beat because it has the electronic skip-free feature. One
can go jogging in the rain with this device if one like, because of their splash proof
casing. No, I didn’t dare test it out in the pool. The PSA series supports both MP3 and
WMA formats. WMA offers a better compression factor and the size of the file is halved
(compared to MP3). This means you can store twice the number of songs (as MP3) in the
player. Other features were long battery life, USB interface (for transferring files from the
PC), and the built-in equalizer presets.
Sony India has introduced the Super Sound WEGA — a revolutionary new Hi-Fi
TV with a powerful separate sound system and a host of new features. The 21" HFV100
35
MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
AFTER THE TAKEOVER BY SONY”
________________________________________________________________________
boasts an incredibly powerful separate Magnum Speaker Box System, a rocking Party
Mode and a jazzy new FM Radio Function. The set is priced at Rs 19,990. The 21" Super
Sound WEGA comes complete with a unique separate speaker system. With its 10,000cc
speaker volume and advanced hybrid woofer and tweeter system, Sony's magnum
speaker box combines detail, clarity and realism with stylish design. The Super Sound
WEGA minimizes sound distortion and increases the power of the bass and enables
music aficionados listen to radio stations with better sound clarity with the WEGA's new
FM feature. The WEGA's party mode features karaoke and presentation functions
allowing viewers to pic up the mic, pick a favorite song on TV or an alternate source and
sing along. The set can be connected to a Sony Handy cam or Cybershot with the facility
of adding http://www.domainb.com/scripts/recommend/recommend.aspnarration or
background music. The WEGA also comes packed with programme sorting, WEGA
theatre mode, intelligent picture and intelligent signal booster technologies.
Sony India has launched the DVP-NS575, a DVD player, and the DVP-NC675, a
five CD changer. The former is priced at Rs6990 and the latter at Rs10, 990. The range is
fitted with the new 'precision drive pro', Sony's newly developed LSI and pick up
mechanism that enables read out for higher picture and audio quality. It also has an
inbuilt 'dynamic tilt compensation' system that ensures excellent playback even from
scratched or warped discs. The players have wider format compatibility that enables easy
access to MP3 songs and JPEG images. Other features include PAL and NTSC
progressive scan technology that renders sharp images and the Multilevel Delta-Sigma
D/A converter that improves signal-to-noise ratio. In addition, the new
http://www.domainb.com/scripts/recommend/recommend.aspplayers come with 'multi-
36
MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
AFTER THE TAKEOVER BY SONY”
________________________________________________________________________
disc resume' that allows the user to stop mid-movie, play music or another movie and
then resume from where the movie was left off.
37
MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
AFTER THE TAKEOVER BY SONY”
________________________________________________________________________
Chapter - 4
Methodology
ﺡResearch Methodology
ﺡDesigning of questionnaire
ﺡData collection procedure
ﺡLimitations of the study
38
MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
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________________________________________________________________________
SAMPLE DESCRIPTION : Consumers: General people who possess Hi-Fi systems and
also those who don’t possess any Hi-Fi system.
Dealers & Distributors: Those who deals with various brands
of Hi-Fi systems in Bangalore. 11
WORK PLAN : The research was carried out in two phases. In the first phase
information was collected from consumers by filling
questionnaires regarding their perception about AIWA Hi-Fi
systems. In the second phase, information was collected from
dealers and distributors by filling a different set of
questionnaire regarding the sale of various brands of Hi-Fi
systems. The data collected from the questionnaires were then
combined with some secondary data to find out the general
perception of people regarding AIWA and to do a competitive
analysis of AIWA.
39
MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
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________________________________________________________________________
QUESTIONNAIRE - I
To know the awareness of the consumer about Hi-Fi system, I approached general
consumers to get their feedback. This questionnaire carried a valuable information
through which I came to know what is the mind frame of the consumer, which are their
most preferable brands, which kind of music system they are using, they possess personal
hi-fi systems or not, if they don’t possess such system, whether they have a plan to buy it
in near future or about up gradation, what is the satisfaction level of them etc.
40
MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
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________________________________________________________________________
QUESTIONNAIRE - II
To study the consumer mind frame it was important for me to study the retailers
who are dealing directly or in contact to the consumer. What every company does to bust
its sale or to get the maximum share of the market they need a platform to reach to the
consumer and that is not other than the retailers so that the consumer gets a chance to
know what makes their one brand different from the other.
Process of Questionnaire :
This questionnaire was filled by customers coming to Forum, Bangalore Central,
and students of Alliance Business Academy. It’s a primary source data.
Sampling:
Total sample size is 200. We collected them from passers by, who have Hi-Fi
systems.
Sampling:
41
MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
AFTER THE TAKEOVER BY SONY”
________________________________________________________________________
Total sample size is 42. I collected them from the dealers of various brands of Hi-Fi
system.
subject under study. Thus, the answer to the questionnaire may deviate from actual
fact.
Methods used in research have their own limitation.
It’s really a tough job to identify human nature and thinking since it’s dictable.
Lack of interest and enthusiasm may have to be biased report. Therefore, the study
on consumer attitude may not yield 100% accuracy.
The conclusions that have been drawn are subject to criticism at every stage its
analysis and presentation. This report may not provide the best possible picture of
the market scenario. The work done can always be improved.
The scope of the study is too wide. Therefore, it fails to concentrate in the study of
42
MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
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________________________________________________________________________
Chapter - 5
Analysis
ﺡConsumer analysis
ﺡDealers analysis
Student:
Under graduate – 7
Graduate -- 12
Post graduate -42
Working professional -127
Businessman -12
Others -0 GRAPH : 1
No income – 38
<10,000 – 32
11,000 – 15,000 – 26
43
MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
AFTER THE TAKEOVER BY SONY”
________________________________________________________________________
16,000 – 20,000 – 26
21,000 – 25,000 – 22
> 26,000 – 56
GRAPH : 2
SONY-84
PHILIPS-39
SAMSUNG-17
LG-3
PANASONIC-11
BPL-3
VIDEOCON-3
OTHERS-47 (AIWA, KENWOOD,
AKAI, ONIDA, SONODYNE, GRAPH : 3
PIONEER, SANYO, JVC, ACER,
JBL, SANSUI, SHARP)
Inference: Most of the consumers in this category possess SONY Hi-Fi systems followed
by PHILIPS.
ACD HI-FI – 44
VCD HI-FI – 73
DVD HI-FI – 57
OTHERS – 28
44
MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
AFTER THE TAKEOVER BY SONY”
________________________________________________________________________
GRAPH : 5
5. Rank the specific features that you take into consideration while buying an Audio Hi-
Fi.
(1-7, 1 for highest consideration and 7 for least consideration)
1. SOUND CLARITY
2. BRAND
3. TECHNOLOGY
4. PRICE
5. POWER
6. STYLE
7. SERVICE.
Inference: Most people give the highest preference to the sound clarity followed by
brand name and technology. So sound clarity is the most important factor.
6. Any specific features that you look for in the Hi-Fi system?
Good sound clarity, compatibility, wireless speaker system, remote with record button,
high output from small speakers, surround sound, multi-jog equalizer, and good looks.
YES-167
NO-33
GRAPH : 6
45
MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
AFTER THE TAKEOVER BY SONY”
________________________________________________________________________
GRAPH : 7
Inference: People are ready to spend from min. 5, 000 up to the max. of 1,50,000.
YES-163
NO-37
46
MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
AFTER THE TAKEOVER BY SONY”
________________________________________________________________________
YES-55
NO-145
GRAPH : 9
Most of the respondents are not aware of the fact that SONY has takeover AIWA.
Their initial perception about AIWA was of a low cost, low quality brand. But after
knowing the takeover by SONY, people started showing positive attitude towards
AIWA as they have a very high attitude towards SONY. Now they believe that AIWA
as a brand under SONY will improve in quality and will be more reliable.
13. Would you be interested in purchasing an AIWA Hi-Fi system because it’s from
SONY?
YES- 86 People now believe that AIWA as a brand under SONY will
improve in quality and will be more reliable. So they are ready to
purchase an AIWA product.
NO-74 People believe that even though AIWA is now under SONY, it can’t
match the quality and reliability of SONY. So they prefer to go for
a SONY product rather than going for an AIWA product.
47
MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
AFTER THE TAKEOVER BY SONY”
________________________________________________________________________
NO COMMENTS-40
GRAPH : 10
INCOME WISE:
NO INCOME:
Total sample: 38
Student:
Under graduate – 6
Graduate -- 7
Post graduate -25
Working professional -0
Businessman -0
Others -0
GRAPH : 11
48
MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
AFTER THE TAKEOVER BY SONY”
________________________________________________________________________
SONY -15
PHILIPS -8
SAMSUNG -5
LG -0
PANASONIC -1
BPL -0
VIDEOCON -2
OTHERS -7
(AIWA, KENWOOD, AKAI, ONIDA)
GRAPH : 12
Inference: Most of the consumers in this category possess SONY Hi-Fi systems
followed by PHILIPS.
5. Rank the specific features that you take into consideration while buying an Audio Hi-Fi.
(1-7, 1 for highest consideration and 7 for least consideration)
1. BRAND
2. SOUND CLARITY
3. TECHNOLOGY
4. POWER
5. PRICE
6. STYLE
7. SERVICE.
49
MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
AFTER THE TAKEOVER BY SONY”
________________________________________________________________________
Inference: Most people give the highest preference to the brand name followed by sound
clarity and technology. Since most of the people in this category are students, so they are
much influenced by the brand names.
YES -33
NO -5
GRAPH : 14
YES -20
NO -18
Inference: People are ready to spend from min. 5, 000 up to the max. of 60,000.
YES – 31 GRAPH : 16
50
MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
AFTER THE TAKEOVER BY SONY”
________________________________________________________________________
NO -7
YES-15
NO-23
Inference: Most of the people are satisfied with
their present system and don’t want to upgrade
their present system.
GRAPH : 17
13. Would you be interested in purchasing an AIWA Hi-Fi system because it’s from
SONY?
YES- 15
NO-20
NO COMMENTS-3
GRAPH : 18
51
MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
AFTER THE TAKEOVER BY SONY”
________________________________________________________________________
Total sample: 32
Student:
Under graduate – 1
Graduate -3
Post graduate - 17
Working professional -11
Businessman -0
Others -0 GRAPH : 19
SONY -12
PHILIPS -5
SAMSUNG -3
LG -2
PANASONIC -2
BPL -2
VIDEOCON -0
OTHERS -6 GRAPH : 20
(SONODYNE, AIWA, PIONEER)
Inference: Most of the consumers in this category possess SONY Hi-Fi systems followed
by PHILIPS.
52
MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
AFTER THE TAKEOVER BY SONY”
________________________________________________________________________
ACD HI-FI – 8
VCD HI-FI – 6
DVD HI-FI – 12
OTHERS – 5
5. Rank the specific features that you take into consideration while buying an Audio Hi-
Fi.
(1-7, 1 for highest consideration and 7 for least consideration)
1. SOUND CLARITY
2. BRAND
3. TECHNOLOGY
4. PRICE
5. POWER
6. STYLE
7. SERVICE.
Inference: Most people give the highest preference to the sound clarity followed by
brand name and technology. Since most of the people in this category are students and
working professionals, so they give more importance to sound clarity.
53
MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
AFTER THE TAKEOVER BY SONY”
________________________________________________________________________
YES-24
NO-8
YES-12
NO-20
9. How much you can afford for the Hi-Fi system? GRAPH : 23
12,000 – 50,000
Inference: People are ready to spend from min. 12, 000 up to the max. of 50,000.
54
MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
AFTER THE TAKEOVER BY SONY”
________________________________________________________________________
YES-21 GRAPH : 24
NO-11
YES-8
NO-24
13. Would you be interested in purchasing an AIWA Hi-Fi system because it’s from
SONY?
YES- 16
NO-10
NO COMMENTS-6
GRAPH : 26
55
MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
AFTER THE TAKEOVER BY SONY”
________________________________________________________________________
INCOME GROUP: 10,000 – 15,000:
Total sample: 26
Student:
Under graduate – 0
Graduate -- 2
Post graduate - 0
Working professional -23
Businessman -1
Others -0 GRAPH : 27
SONY-13
PHILIPS-3
SAMSUNG-4
LG-0
PANASONIC-1
BPL-0
VIDEOCON-0
OTHERS-7 (SANYO, AIWA, AKAI) GRAPH : 28
Inference: Most of the consumers in this category possess SONY Hi-Fi systems followed
by SAMSUNG and PHILIPS.
ACD HI-FI – 1
56
MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
AFTER THE TAKEOVER BY SONY”
________________________________________________________________________
VCD HI-FI – 11
DVD HI-FI –9
OTHERS – 5
1. SOUND CLARITY
2. TECHNOLOGY
3. BRAND
4. PRICE
5. STYLE
6. POWER
7. SERVICE.
Inference: Most people give the highest preference to the sound clarity followed by
technology and brand name. Since most of the people in this category are working
professionals, so they give more importance to sound clarity.
YES-22
NO-4
YES-10
57
MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
AFTER THE TAKEOVER BY SONY”
________________________________________________________________________
NO-16
GRAPH : 31
9. How much you can afford for the Hi-Fi system?
10,000 – 50,000
Inference: People are ready to spend from min. 10, 000 up to the max. of 50,000.
YES-23
NO-3
YES-6
NO-20
GRAPH : 33
13. Would you be interested in purchasing an AIWA Hi-Fi system because it’s from
SONY?
58
MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
AFTER THE TAKEOVER BY SONY”
________________________________________________________________________
YES- 12
NO-7
NO COMMENTS-7
Total sample: 26
Student:
Under graduate – 0
Graduate -- 0
Post graduate -0
Working professional -24
Businessman -2
Others -0
GRAPH : 35
59
MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
AFTER THE TAKEOVER BY SONY”
________________________________________________________________________
SONY-12
PHILIPS-7
SAMSUNG-1
LG-0
PANASONIC-1
BPL-0
VIDEOCON-0
OTHERS-8 (JVC, ACER, JBL)
GRAPH : 36
Inference: Most of the consumers in this category possess SONY Hi-Fi systems followed
by PHILIPS
ACD HI-FI – 4
VCD HI-FI – 12
DVD HI-FI – 9
OTHERS – 2
GRAPH : 37
5. Rank the specific features that you take into consideration while buying an Audio Hi-
Fi.
(1-7, 1 for highest consideration and 7 for least consideration)
1. SOUND CLARITY
2. BRAND
3. PRICE
4. TECHNOLOGY
5. POWER
6. SERVICE.
7. STYLE
60
MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
AFTER THE TAKEOVER BY SONY”
________________________________________________________________________
Inference: Most people give the highest preference to the sound clarity followed by
technology and brand name. Since most of the people in this category are working
professionals, so they give more importance to sound clarity.
YES-22
NO-4
GRAPH : 38
YES-12
NO-14
Inference: 46% of the samples want
improvements in their display system while
54% of the samples are satisfied with their
present display system.
GRAPH : 39
8000- 40000
Inference: People are ready to spend from min. 8, 000 up to the max. of 40,000.
61
MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
AFTER THE TAKEOVER BY SONY”
________________________________________________________________________
YES-22
NO-4
YES-6
NO-20
GRAPH : 41
62
MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
AFTER THE TAKEOVER BY SONY”
________________________________________________________________________
13. Would you be interested in purchasing an AIWA Hi-Fi system because it’s from
SONY?
YES- 13
NO-8
NO COMMENTS-5
GRAPH : 42
Total sample: 22
63
MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
AFTER THE TAKEOVER BY SONY”
________________________________________________________________________
3. Which brand of Hi-Fi system do you own?
SONY-8
PHILIPS-4
SAMSUNG-3
LG-1
PANASONIC-1
BPL-1
VIDEOCON-1
OTHERS-4 GRAPH : 44
Inference: Most of the consumers in this category possess SONY Hi-Fi systems followed
by PHILIPS
ACD HI-FI – 7
VCD HI-FI – 8
DVD HI-FI – 3
OTHERS – 5
GRAPH : 45
5. Rank the specific features that you take into consideration while buying an Audio Hi-
Fi.
(1-7, 1 for highest consideration and 7 for least consideration)
1. BRAND
2. SOUND CLARITY
3. TECHNOLOGY
4. PRICE
5. STYLE
6. POWER
64
MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
AFTER THE TAKEOVER BY SONY”
________________________________________________________________________
7. SERVICE.
Inference: Most people give the highest preference to the brand name followed by sound
clarity and technology.
YES-18
NO-4
YES-9
NO-13
GRAPH : 47
8000- 30000
Inference: People are ready to spend from min. 8, 000 up to the max. of 30,000.
65
MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
AFTER THE TAKEOVER BY SONY”
________________________________________________________________________
YES-17
NO-5
Inference: Since most of the people in this
category are working professionals, they are
much aware of the technological features and
want USB port connectivity
GRAPH : 48
YES-2
NO-20
13. Would you be interested in purchasing an AIWA Hi-Fi system because it’s from
SONY?
YES- 8
NO-9
NO COMMENTS-5
GRAPH : 50
66
MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
AFTER THE TAKEOVER BY SONY”
________________________________________________________________________
Total sample: 56
Student:
Under graduate – 0
Graduate -- 0
Post graduate -0
Working professional -48
Businessman -8
Others -0
GRAPH : 51
SONY-24
PHILIPS-12
SAMSUNG-1
LG-0
PANASONIC-5
BPL-0
VIDEOCON-0
OTHERS-15
(SANSUI, KENWOOD, SHARP)
GRAPH : 52
Inference: Most of the consumers in this category possess SONY Hi-Fi systems followed
by PHILIPS
67
MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
AFTER THE TAKEOVER BY SONY”
________________________________________________________________________
ACD HI-FI – 13
VCD HI-FI – 22
DVD HI-FI – 14
OTHERS – 8
GRAPH : 53
5. Rank the specific features that you take into consideration while buying an Audio Hi-
Fi.
(1-7, 1 for highest consideration and 7 for least consideration)
1. SOUND CLARITY
2. BRAND
3. TECHNOLOGY
4. PRICE
5. POWER
6. STYLE
7. SERVICE
Inference: Most people give the highest preference to the sound clarity followed by
technology and brand name. Since most of the people in this category are working
professionals, so they give more importance to sound clarity.
68
MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
AFTER THE TAKEOVER BY SONY”
________________________________________________________________________
7. Do you want your system to be compatible with PC?
YES-48
NO-8
YES-17
NO-39
GRAPH : 55
10,000- 50,000
Inference: People are ready to spend from min. 10, 000 up to the max. of 50,000.
69
MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
AFTER THE TAKEOVER BY SONY”
________________________________________________________________________
YES-49
NO-7
Inference: Since most of the people in this
category are working professionals, they are
much aware of the technological features and
want USB port connectivity
GRAPH : 56
YES-18
NO-38
GRAPH : 57
13. Would you be interested in purchasing an AIWA Hi-Fi system because it’s from
SONY?
YES- 22
NO -20
NO COMMENTS-14
GRAPH : 58
70
MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
AFTER THE TAKEOVER BY SONY”
________________________________________________________________________
PROFESSION WISE:
STUDENT:
UNDERGRADUATE:
Total sample: 7
2. Income level:
No income –7
<10,000 –0
11,000 – 15,000 – 0
16,000 – 20,000 – 0
21,000 – 25,000 – 0
> 26,000 –0 GRAPH : 59
SONY-2
PHILIPS-1
SAMSUNG-0
LG-0
PANASONIC-0
BPL-0
VIDEOCON-0
OTHERS- 4 (AIWA, KENWOOD) GRAPH : 60
Inference: Most of the consumers in this category possess SONY Hi-Fi systems followed
by PHILIPS
71
MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
AFTER THE TAKEOVER BY SONY”
________________________________________________________________________
ACD HI-FI – 5
VCD HI-FI – 1
DVD HI-FI – 2
OTHERS – 1
5. Rank the specific features that you take into consideration while buying an Audio Hi-
Fi.
(1-7, 1 for highest consideration and 7 for least consideration)
1. BRAND
2. SOUND CLARITY
3. TECHNOLOGY
4. PRICE
5. POWER
6. STYLE
7. SERVICE.
Inference: Most people give the highest preference to the brand name followed by sound
clarity and technology. Since all the people in this category are students, so they are much
influenced by the brand names.
YES-7
NO-0
72
MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
AFTER THE TAKEOVER BY SONY”
________________________________________________________________________
YES-5
NO-2
5000- 30000
Inference: People are ready to spend from min. 5, 000 up to the max. of 30,000.
YES-7 GRAPH : 64
NO-0
YES-2
NO-5
73
MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
AFTER THE TAKEOVER BY SONY”
________________________________________________________________________
13. Would you be interested in purchasing an AIWA Hi-Fi system because it’s from
SONY?
YES- 4
NO-3
NO COMMENTS-0
GRADUATE:
Total sample: 12
2. Income level:
No income – 7
<10,000 – 3
11,000 – 15,000 – 2
16,000 – 20,000 – 0
21,000 – 25,000 – 0
> 26,000 – 0
GRAPH : 67
SONY-7
PHILIPS-3
SAMSUNG-2
LG-0
PANASONIC-0
BPL-0
VIDEOCON-0
OTHERS- 1
GRAPH : 68
74
MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
AFTER THE TAKEOVER BY SONY”
________________________________________________________________________
Inference: Most of the consumers in this category possess SONY Hi-Fi systems followed
by PHILIPS
ACD HI-FI – 5
VCD HI-FI – 6
DVD HI-FI – 1
OTHERS – 0
GRAPH : 69
5. Rank the specific features that you take into consideration while buying an Audio Hi-
Fi.
(1-7, 1 for highest consideration and 7 for least consideration)
1. BRAND
2. SOUND CLARITY
3. PRICE
4. TECHNOLOGY
5. POWER
6. STYLE
7. SERVICE.
Inference: Most people give the highest preference to the brand name followed by sound
clarity and price. Since all the people in this category are students, so they are much
influenced by the brand names
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________________________________________________________________________
7. Do you want your system to be compatible with PC?
YES-8
NO-4
YES-8
NO-4
GRAPH : 71
6,000- 60,000
Inference: People are ready to spend from min. 6, 000 up to the max. of 60,000.
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________________________________________________________________________
YES-9
NO-3
YES-5
NO-7
GRAPH : 73
13. Would you be interested in purchasing an AIWA Hi-Fi system because it’s from
SONY?
YES- 1
NO -7
NO COMMENTS- 4
GRAPH : 74
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MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
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________________________________________________________________________
OSTGRADUATE:
Total sample: 42
2. Income level:
No income – 25
<10,000 – 16
11,000 – 15,000 – 0
16,000 – 20,000 – 1
21,000 – 25,000 – 0
> 26,000 – 0
GRAPH : 75
SONY-14
PHILIPS- 8
SAMSUNG-7
LG-1
PANASONIC-1
BPL-1
VIDEOCON-2
OTHERS- 8 (ONIDA, PIONEER, AKAI)
GRAPH : 76
Inference: Most of the consumers in this category possess SONY Hi-Fi systems followed
by PHILIPS
4. What type of Hi-Fi system do you own?
ACD HI-FI – 12
VCD HI-FI – 14
DVD HI-FI – 15
OTHERS – 3
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________________________________________________________________________
5. Rank the specific features that you take into consideration while buying an Audio Hi-
Fi.
(1-7, 1 for highest consideration and 7 for least consideration)
1. SOUND CLARITY
2. BRAND
3. TECHNOLOGY
4. POWER
5. STYLE
6. PRICE
7. SERVICE.
Inference: Most people give the highest preference to the sound clarity followed by
brand name and technology. Since all the people in this category are postgraduate
students, so they give more importance to sound clarity.
YES-36
NO-6
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________________________________________________________________________
YES-17
NO-25
GRAPH : 79
7000- 50000
Inference: People are ready to spend from min. 7, 000 up to the max. of 50,000.
YES-33
NO-9
YES-13
NO-29
GRAPH : 81
80
MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
AFTER THE TAKEOVER BY SONY”
________________________________________________________________________
13. Would you be interested in purchasing an AIWA Hi-Fi system because it’s from
SONY?
YES- 22
NO -17
NO COMMENTS- 3
GRAPH : 82
WORKING PROFESSIONAL:
2. Income level:
No income – 0
<10,000 – 11
11,000 – 15,000 – 23
16,000 – 20,000 – 24
21,000 – 25,000 – 21
> 26,000 – 48
GRAPH : 83
SONY-54
PHILIPS-25
SAMSUNG-7
LG-2
PANASONIC-10
BPL-2
VIDEOCON-0
OTHERS-34
(AIWA, KENWOOD, SONODYNE,
SANYO, AKAI, ACER, JVC, SANSUI)
81
MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
AFTER THE TAKEOVER BY SONY”
________________________________________________________________________
GRAPH : 84
Inference: Most of the consumers in this category possess SONY Hi-Fi systems followed
by PHILIPS
ACD HI-FI – 25
VCD HI-FI – 47
DVD HI-FI – 35
OTHERS – 23
GRAPH : 85
5. Rank the specific features that you take into consideration while buying an Audio Hi-
Fi.
(1-7, 1 for highest consideration and 7 for least consideration)
1. SOUND CLARITY
2. BRAND
3. TECHNOLOGY
4. PRICE
5. POWER
6. STYLE
7. SERVICE.
Inference: Most people give the highest preference to the sound clarity followed by
brand name and technology. Since all the people in this category are working
professionals, so they give more importance to sound clarity.
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________________________________________________________________________
YES-109
NO-18
YES-49
NO-78
GRAPH : 87
8000- 50000
Inference: People are ready to spend from min. 8, 000 up to the max. of 50,000.
YES-109
NO-18
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________________________________________________________________________
want USB port connectivity
GRAPH : 88
YES-31
NO-96
13. Would you be interested in purchasing an AIWA Hi-Fi system because it’s from
SONY?
YES- 55
NO-44
NO COMMENTS-28
GRAPH : 90
BUSINESSMAN:
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________________________________________________________________________
Total sample: 12
2. Income level:
No income – 0
<10,000 – 0
11,000 – 15,000 – 1
16,000 – 20,000 – 2
21,000 – 25,000 – 1
> 26,000 – 8 GRAPH : 91
SONY-5
PHILIPS-3
SAMSUNG-2
LG-1
PANASONIC-0
BPL-0
VIDEOCON-1
OTHERS- 4
(JBL, BOSS, JBL, SHARP) GRAPH : 92
Inference: Most of the consumers in this category possess SONY Hi-Fi systems followed
by PHILIPS
ACD HI-FI – 1
VCD HI-FI – 7
DVD HI-FI – 6
OTHERS – 0
5. Rank the specific features that you take into consideration while buying an Audio Hi-
Fi.
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________________________________________________________________________
(1-7, 1 for highest consideration and 7 for least consideration)
1. SOUND CLARITY
2. BRAND
3. TECHNOLOGY
4. POWER
5. PRICE
6. STYLE
7. SERVICE.
Inference: Most people give the highest preference to the sound clarity followed by
brand name and technology. Since all the people in this category are businessman, so they
give more importance to sound clarity.
YES-7
NO-5
YES-1
NO-11
GRAPH : 95
9. How much you can afford for the Hi-Fi system?
25000- 1, 50,000
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MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
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________________________________________________________________________
Inference: People are ready to spend from min. 25, 000 up to the max. of 1,50,000.
YES-7
NO-5
YES-5
NO-7
13. Would you be interested in purchasing an AIWA Hi-Fi system because it’s from
SONY?
YES- 2
NO -4
NO COMMENTS-6
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________________________________________________________________________
1. Market Share :
% No. of Units sold in last three months
Philips 39 3215
Sony 26 2123
Samsung 13 1095
LG 11 882
Aiwa 06 530
Panasonic 01 102
Others 04 291
Others- Sharp, Akai, Sansui, Onida.
Inference: Philips is having the
maximum market share followed
by Sony and Samsung. Aiwa is
having a market share of 6% and is
closely catching up its competitors.
GRAPH : 99
2. Potential Customers:
%
Businessman 38.98 (20-50 years, both M/F, high + medium
class)
Professional 34.46 (20-50 years, both M/F, medium
class)
Students 22.03 (16-35 years, both M/F, medium
class)
Others 04.53 (both M/F, medium class)
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________________________________________________________________________
Inference: Businessmen are the main
customers for the Hi-Fis followed by
working professionals and students.
The reason is the huge disposable
income for leisure and enjoyment.
GRAPH : 100
3. Average Investment:
%
<10,000 09.52
10,000-20,000 78.57
20,000-30,000 09.52
>30,000 02.39 GRAPH : 101
Inference: Most people like to invest between 10, 000 to 20,000 for these systems.
Looks/Style : Sony
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Philips
Aiwa
Samsung
LG
Panasonic
Others
Pricing : Philips
Sony
Aiwa
Samsung
LG
Panasonic
Others
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________________________________________________________________________
Samsung
LG
Panasonic
Others
Technology : Sony
Philips
Aiwa
Samsung
LG
Panasonic
Others
Service : Philips
Sony
Aiwa
Samsung
LG
Panasonic
Others
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Panasonic
Others
Inference: In most of the categories, SONY is the leader closely followed by PHILIPS
except for ‘pricing’, ‘service’ and ‘target segmenting’ PHILIPS is ahead of SONY. This
enlights on the marketing strategy of PHILIPS to provide more customer relationship and
thereby becoming the market leader. AIWA now being a brand of SONY clearly outclass
the others like SAMSUNG, LG, etc. in almost all the categories.
5. Important Features Customers Look For:
Looks; PMPO; Price; Sound Clarity; Brand Image; DVD Compatible; Sub woofer;
Sleek Design; Playability; CD Changers; Compatibility with PC; No. of Channels,
Karaoke Service.
6. Are special technical features helping in improving sales?
Yes 29
No 13
Inference: Awareness of the customers is
improving regarding the technical
features which in turn are helping in
more sales.
GRAPH : 102
7. Ratio of people asking for special features:
38.31%
Inference: Most of the people are aware of the regular features and ask for the special
features in details. Around 38% customers do so.
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VCD: DVD = 32.5%: 67.5% (1:2)
Inference: The sale of DVD is almost twice
as VCD. Since a DVD player can play both
DVDs and VCDs and also the prices of DVD
players are coming down, people are going
for DVD players.
GRAPH : 103
9. Future trends in Hi-Fi Systems:
More number of CD changers; Spectrum graphic equalizers; Power woofer; CD
writer; Broad band radio; Memory card; 7.1 Channel; More output; Blue rays CDs
MPEG 4&5;; DIVX; TDX; LCD; Book sheet models with higher audio output; Small
speaker concept like BOSE; In built projector.
Inference: Some of these features already exist, but only in few of the available models
of various brands, while some are expected to come in the near future.
Decrease 28
No Idea 7
Same 3
Increase 2 GRAPH : 104
Fluctuating 2
Inference: The prices of upcoming models will be high while the prices of existing
models will come down. The prices of VCD will be around 10-20K and for DVD will be
around 14-30K.
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________________________________________________________________________
15. Is chain store beneficial?
Yes 29
No 10
Sometimes 1
No Idea 2 GRAPH : 105
Reasons: Yes: More brand awareness; Better brand image; Helps in catering local
demand; Home delivery possible; Better service; Improves sales;
Competitive pricing; More stocks- so good schemes can be given.
No: Customer base gets split; Sales will be divided; Rivalry between
same and with other chains.
For 18
Against 22
No Idea 2
GRAPH : 106
Reasons: Yes: More expose; More display range; Makes sales easy to customers;
More people are coming; Business spreads; Sales is more.
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________________________________________________________________________
Inference: There is a mixed reaction regarding the performance of consumer electronics
stores in shopping malls. Since this concept is new, therefore a true verdict can be judged
after a few years.
.
Chapter - 6
Summary Of Conclusion
1. Very few people know that now Aiwa is a brand of Sony. So, there is a mixed
reaction regarding this matter. Slowly the perception of people are changing regarding
AIWA products because of the high brand image of SONY is helping in strengthening the
brand image of AIWA.
2. Most of the people are using VCDs and very few are using DVDs. The
technological awareness level is very high and people want Hi-Fi systems to be
compatible with PC through USB port connectivity. Regarding display systems, most of
the people are satisfied with the display that the companies are providing. People who
want improvement are asking for beautiful graphics, wider LCD display and more menu
controls options in the display.
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3. Most of the people don’t see any necessity for the up gradation of their Hi-Fi’s.
So, repurchase will be done by very few ones.
4. Students (UG and G) and businessmen prefer “Brand Name’ as their first
priority while purchase followed by ‘Sound Clarity’ and ‘Technology’. But for the
students (PG) and working professionals ‘Sound Clarity’ is the first preference followed
by ‘Technology’ and ‘Brand Name’.
6. Form the survey of dealers/ distributors it came out that Philips has the
maximum market share in Hi-Fi systems market followed by Sony, Samsung LG and
Aiwa. But, Aiwa is slowly getting market because of its association with Sony and
advanced technology.
7. Business man and professionals are the most important customer for these
systems. Most of them like to invest in the range of Rs 10,000-20,000.
8. According to Brand image, looks/style, sound clarity and range of PMPO Sony
leads the market followed by Philips, Aiwa, Samsung and LG etc. But according to
pricing (value for money), services and catering to the target segment, Philips leads
followed by Sony, Aiwa, Samsung and LG etc.
9. Dealers do feel that advanced technical features helps in increasing sales and
ratio of the people asking for these features is increasing. Comparison to VCD , the DVD
sales are twice.
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________________________________________________________________________
10. As far as place for shopping is concern people still like to buy from chain stores
because of competitive pricing.
Apart from these generalized findings, some other specific findings are as follows:
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6.2 RECOMMENDATIONS:
People must be made aware of the fact that AIWA is now under SONY.
SONY has a very good brand image and this will help to strengthen the brand
image of AIWA.
Companies must arrange proper sales and system handling training for its
sales persons and must do different campaigns for different category of people.
Try to counter act against competitor’s propagandas against Sony and AIWA
products.
Try to get separate permanent space for AIWA products besides Sony
products at dealers counter.
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6.3 CONCLUSION
The use of VCDs is much more than DVDs. The technological awareness level is
getting high day by day and people want Hi-Fi systems to be compatible with PC through
USB port connectivity. People are less concerned about the display systems. Most of the
people don’t see any necessity for the up gradation of their Hi-Fi’s. So, repurchase will be
done by very few ones.
Students (Under Graduate and Graduate) and businessmen prefer “Brand Name’ as
their first priority while purchase followed by ‘Sound Clarity’ and ‘Technology’. But for
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AFTER THE TAKEOVER BY SONY”
________________________________________________________________________
the students (Post Graduate) and working professionals, ‘Sound Clarity’ is the first
preference followed by ‘Technology’ and ‘Brand Name’.
Form the survey of dealers/ distributors it came out that Philips has the maximum market
share in Hi-Fi systems market followed by Sony, Samsung LG and Aiwa. But, Aiwa is
slowly getting market because of its association with Sony and advanced technology.
Affordability is not the matter of concern in any of the category of people because
these systems are for leisure and entertainment. So, affordability range varies a lot.
Business man and professionals is the most important customer for these systems. Most
of them like to invest in the range of Rs 10,000-20,000.
According to Brand image, looks/style, sound clarity and range of PMPO Sony
leads the market followed by Philips, Aiwa, Samsung and LG etc. But, according to
pricing (value for money), services and catering to the target segment, Philips leads
followed by Sony, Aiwa, Samsung and LG etc.
Dealers do feel that advanced technical features helps in increasing sales and ratio
of the people asking for these features is increasing. Comparison to VCD , the DVD sales
are twice.
As far as place for shopping is concern people still like to buy from chain stores
because of competitive pricing.
The perception of people regarding AIWA is changing after the takeover by SONY.
SONY needs to concentrate on this and utilize its high brand image to improve the brand
image of AIWA. This will help to increase the sales of AIWA Hi- Fi’s and in total will
help SONY to be the market leader in this segment of the consumer electronics market.
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________________________________________________________________________
So, in short, the study revealed the intricacies of this ever changing consumer electronics
market, especially, the Hi - Fi Systems market.
Chapter - 7
Annexure
ﺡQuestionnaire
ﺡSource
ﺡBibliography
7.1 QUESTIONNAIRE
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________________________________________________________________________
2. What is your income level? ( per month)
(a) < Rs 10K (b) Rs 10K-15K (c) Rs 16K-20K (d) Rs 21K-25K (e)
>26K
(a) SONY (b) PHILIPS (c) SAMSUNG (d) LG (e) PANASONIC (f)
BPL
(a) ACD Hi-Fi (b) VCD Hi-Fi (c) DVD Hi-Fi (d)
Others_____________
Wattage / PMPO_________________
5. Rank the specific feature that you take into consideration while buying an
Audio Hi Fi.
(1-7, 1 for highest consideration and 7 for least consideration )
Brand
Style
Price
Sound Clarity
Power (PMPO)
Technology
Service
6. Any specific feature that you look for in the Hi-Fi system?
___________________________
7. Do you want your system to be compatible with PC: Yes
No
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________________________________________________________________________
If yes then please specify
____________________________________________________
13. Would you be interested in purchasing an AIWA Hi-Fi system because its
from SONY?
If Yes:
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_______________
If No:
_____________________________________________________________________
_____________________________________________________________________
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________________________________________________________________________
_____________________________________________________________________
_______________
Name
:_________________________________________________________________
____
Address
:_________________________________________________________________
____
Thank you
Questionnaire for Dealers / Distributors
Dear Sir/ Madam
This questionnaire is for the purpose of doing a market survey to know the general
perception of Hi-Fi systems among the dealers / distributors.
1. Dealer counter name
__________________________________________________
5. Which Brand of Hi-Fi system do you sell from the counter and what is the
percentage share of the counter?
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________________________________________________________________________
Quarterly Sales (Quantity) Total Quarterly Sales
%
SONY
PHILIPS
AIWA
SAMSUNG
PANASONIC
LG
OTHERS ____________
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________________________________________________________________________
Aiwa
Samsung
Panasoni
c
LG
Others
9. What important features does the consumer look for in any Hi-Fi
system?
________________________________________________________________
____
10. Does the special feature like USB port connectivity, Winamp 5.03 software,
Atrac3plus high compression format, hard disk for storing music, Karaoke and
downloadable music from computer helping in its sales?
Yes No
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________________________________________________________________________
________________________________________________________________
____
16. Consumer Electronic store in shopping malls? Brief
________________________________________________________________
____
Thank You
7.2 SOURCE
1.http://www.moneycontrol.com/news/highlights/newsdetail_new.php?
filename=news09062004111020.htm
2. http://www.sony.net/SonyInfo/CorporateInfo/History/history.html
3.http://www.indianbusinessnews.com/companies/companies_s/sony_india/20000325son
y_india.html
4. http://www.magindia.com/manarch/news/man6022.html
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5. http://www.prnewswire.co.uk/cgi/news/release?id=96138
6. http://www.financialexpress.com/fe_full_story.php?content_id=75518
7. http://www.expresscomputeronline.com/20030714/tech1.shtml
8. http://www.domainb.com/companies/companies_s/sony_india/20041227_tv.html
9.
http://www.domainb.com/companies/companies_s/sony_india/20040913_dvd_players.ht
ml
10.
http://www.domainb.com/companies/companies_p/philips_india/20030404_introduces.ht
ml
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________________________________________________________________________
Electroworld Stage, 2nd Phase, Chandra Layout,
Bangalore-560040
Capital Radio 23444268 No.37, Harnath Building, Sampige
Road, Malleshwaram, Bangalore-
560003
Devi International 26562709/ No.12, 10th Main, Nr.Madavan
251204058 Park, Jayanagar II Block,
Bangalore-560011
Girias Investment 23619195/6 .No.1/1, Bellary Road, Nr.Cauvery
Corpn Junction, Sadashivnagar,
Bangalore-560001
Girias Investment 2385922 / G.M.Tower, Next to Petrol Bunk,
Corpn ( Audio ) 2204189 Gandhinagar, Bangalore-560009
Girias Investment 22228032/ No.4 & 5, #138, Brigade Road,
Corporation 22270126 Bangalore-560025
Girias Investment 26566140/ 1 #1/1, Opp. Dayanand Sagar
Corporation Choultry, Jayanagar 1st Block,
Bangalore-560011
Girias Investment 23119236/ 7 1035/125,20th Main Road, West
Corporation Chord Road, 5th Block, Rajajinagar,
Bangalore-560010
Griha Vaibhav 26638407 503, 46th Cross, 5th Block,
Marketing Pvt. Ltd. Jaynagar, Bangalore - 560041
Jyothi’s Enterprises 23225490/ 91 461, 3rd Block, 3rd Stage,
Pvt. Ltd. Bangalore-560079
Kundan Electronics 251109051 Opp. To KEB Office,
Bommanhalli, Hosur Road,
Bangalore
Kundan Electronics 22872117 No.6, BVK Iyengar Road, Near
Chickpet Circle, Bangalore-560053
Kundan Electronics 25483171 No.82, Wheelers Road, Coxtown,
Bangalore-560064
Kundan Electronics 28565418 #1580/3, Doddaballapura Main
Road, Near Yelahanka Police
Station, Bangalore-560064
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MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
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________________________________________________________________________
Kundan Electronics 23350947 #1010, Dr. Rajkumar Road, 6th
Block, Rajajinagar, Bangalore-
560010
Modern World 25358192 13/14, Service Road, Airport Road,
Domlur, Bangalore-560008
Naga Electronics 23328109 NO. 26/4, 1st 'N' Block,
Rajajinagar, Bangalore - 560010
Prakash Electronics 23371794/ 1st Main Road, Gorguntepalya,
256903276 Tumkur Road, Bangalore-560022
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MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
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________________________________________________________________________
- 560032
Viveks Ltd. 25286240/ Varas Promenade, 548, C.M.H.
251152791 Road, Indiranagar, Bangalore -
560008
Viveks Ltd. 26642430 No.36/1, Elephant Rock Road,
Jayanagar III Block, Bangalore-
560011,
Viveks Ltd. 251104330 116, Kormangala Industrial Estate,
Opp. Raheja Arcade, Koramangala,
Bangalore-560034
Viveks Ltd. 26490995/ 7 310, 15th Cross Road, 5th Phase, J
P Nagar, Bangalore-560078
Viveks Ltd. 23337868 No. 15/A, PNT Colony, 10th Main,
R.T.Nagar, Bangalore-560032-
560034
Viveks Ltd. 251144550 No.94, Tunga Towers, K.H.Road,
Bangalore-560027 15th
Crosngal0078
V G P Limited 22215180/ 83/ No. 3, K.H. Road (Double Road),
22290693 Bangalore-560027
V G P Limited 23314324/ 25 VGP Victory Center, Karuna
Complex, No. 337, Sampige Road,
Malleswaram, Bangalore-560003
V G P Limited 100 Ft Road, HAL II Stage, 12th
Main, Indiranagar, Banaglore-
560038
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MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
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________________________________________________________________________
7.3 BIBLIOGRAPHY
References:
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________________________________________________________________________
RESEARCH METHODOLOGY METHODS AND TECHNIQUES
-------- C.R.Kothari.
-------- Krishnaswami.
Websites:
www.sonyindia.com
www.aiwa.com
Search Engines:
www.google.com
www.yahoo.com
113