ADANY

TELEVISIO
NS
Group 8
Abhinav|Dhruv|Gyayak|Priyanka|Srishti|Zain

Major market share in the BWTV market

Clash of Perspectives

Sales
Marketing

Chairman

-is Positive of 40% growth

- Growth of sales by 40%

v/s last years 25 %
- Wants to retain current
market share

for CTVs and a modest 15%

for BWTVs
-Believes Indians now have a
higher disposable income
-Anticipates price based
competition

Sunset

Sunrise

11%

21%

Current
Scenario

20% tough
-Identifies lack of focus on
BWTV segment , despite its
high revenue contribution
-Rising competition leading to
decrease in velocity of
working capital rotation
-Credit issues with
retailers
10
9
8
7
6
5
4
3
2
1
0

8.9
7

1995
1996

SHARE

SHARE

6.3 Lakh units

-Sustaining growth rate of

6.6 Lakh units

Challenges

Approach

Synergies

Recommen
dation

Ensure that the projections are achieved

INTERNAL
CHALLENGE
S

EXTERNAL
CHALLENGE
S

Clash in perspectives
regarding sales projections

Rising competition
and decreasing
retailer loyalty

Less working capital due

to increased competition
Shortfall in working capital
leading to more credit or
reduced sales

Shift in current
market trend from
BWTV to CTV
Retailers Supplied

KEY PROBLEMS:
- How to ensure that the market demand is
equivalent to the projections made.
- How to improve the distribution to support
the aggressive sales target
Current
Scenario

Challenge
s

Approach

Synergies

27%

73%

Directly supplied
Available not supplied

Recommen
dation

PLC based strategy would give a better

segmentation
INTRO

GROWTH

FOCUS CTV
LEVERAGE BWTV

MATURITY

DECLINE

BWTV

CTV

Introduction

Growth

Maturity

Decline

SALES

Low

High

High

Low

COMPETITION

Low/ None

High

Very high

Low

PROFIT

Low

High

High

Low

DISTRIBUTIO
N

Pilot Distributors

Expansion

Penetrate Markets

Selective (For loyal

customers)

SALES
PROMOTIONS

Heavy ; Entice Target

Groups

Moderate ; Create
Brand Preference

Heavy ; Encourage
Brand Switching

Minimal

Current
Scenario

Challenges

Approach

Synergies

Recommen
dation

Create Marketing and Sales synergies

PULL

PUSH
Marketing Tactics to ensure that
retailers stock your products (CTV).
Pull strategies to create the
consumer demand
-

Using communication that instils

a feeling of pride in the
customers (Colour TV is the
new PRIDE of the family)
Exploring possibilities of
financing the TV purchase for
customers

Pushing the retailers to stock more (CTV)

Current
Scenario

Challenges

Higher margins
Special recognition on record CTV
sales.
Co-operative (cost sharing)
promotional campaigns.
Better credit terms
Customer Retention: Offer CTVs to
existing BWTV owners under scheme at
discount
Target Institutional Buyers: Supply
TVs to luxury hotels

Approach

Synergies

Recommen
dation

Improve Distribution & Modify BWTV Approach

Extending Reach (For BWTV)

- Increased penetration in semi-urban
market with help of new retailers or
acquired dealerships.
- Partnering with retailers of prestigerelated goods like refrigerators or
competition products like radio or
with complementary suppliers like
cable operators.

Switch to cash sales model

This frees up working capital
quicker. Maintaining higher working
capital leads to higher cost, therefore
decreasing it, increases profitability.
Guards against build up of
Differentiated treatment to
inventory, which might require a
retailers who:
push next year from the sales force. A
- Stock only CTVs
push will mean discounts or other offers
- Mainly stock CTVs
which will reduce margins.
- Stock only BWTVs
Current
Recomme
Challenges
Approach
Synergies
Scenario
ndation

Extending coverage and

Improving the density of
retailers.
- Add new single-brand retailers
- In the Multi-brand retail stores,
ensure Adany products are
favored over other stocked
brands
- Salesmen incentives from
Adany end
- Higher margins or better
credit terms if favorable
locations given in the
store.

Thank You!!!