Lovely Professional University

Assignment-4
British Physical laboratory (BPL) Colour Television

BPL TV

INTRODUCTION
British Physical Laboratories Group (BPL) is an Indian electronics company that deals with consumer appliances, home

entertainment products and health care devices. Here, we are promoting one of the most reliable and strong brands in the consumer durable market BPL.

BPL
British physical laboratory (BPL) is a private sector company which is a consumer durable major. It turnover of 1700 crores in 1994 in increase up to 2500 crores in 1996, registering a 47% growth. The company has divide in to two broadareas: Core business New business

COMPANY PROFILE
TYPE FOUNDED : : PUBLIC SECTOR TPG NAMBIAR, 1963 BANGALORE, INDIA ELECTRONICS HOME APPLIANCES MEDICAL EQUIPMENTS REVENUE EMPLOYEES : : RS 24.126 BILLION 14,000

CORPORATE OFFICE : INDUSTRY PRODUCTS : :

Growth of BPL
Intensive growth in
Product development in current market Penetration in current market/products.

Integrative growth
Forward integration by indigenizing component production by establishing a channel network Fully owned exclusive showrooms and galleries (160 in number) it increase the sale of 10-20% of BPL

MARKETING
BPL is committed to ensure that both the products and the
marketing activities employed truly make a difference to

peoples lifestyles and offer them new dimensions of

enjoyment experiences which are special to them.

Marketing is one of the key aspects of promoting a product.

The following are the Marketing Strategies incorporated:

MARKETING STRATEGIES
Pre Launch: Research and Development. Revolutionizing Technology. System Upgrade. Post Launch: Sponsorship.

Penetrative Strategy
Gorilla Marketing. Mobile advertisement.

THE UPGRADED TECHNOLOGY

High Resolution True Surround Sound (Rhombus Distribution) High Definition Slim and Sophisticated Design

Bluetooth
Available in 5 variants Inbuilt DVD Player Products available in all ranges

BPL has six strategic business units (SBUs): Entertainment Electronic and Appliances:- BPL, British Sanyo Technologies (BST) British refrigerator Ltd Component :- BPL automation, engineering, uptron, Soft energy:- BPL- PTI chemicals Telecommunications :- BPL mobile communications, BPL US-West, BPL wireless telecom Power :- BPL power venture, BPL power project Finance :- BPL Sanyo finance

Product quality philosophy

Making their own component for them Adapt technology to mach conditions of the market.

Make own component

BPL Went in for color TV in 1983 starting key component by 1985. Today all component except picture tubes and semiconductors are are produced by BPL in house. Backward integration enables BPL to meet 65% of its competitors

Benefit from this step

Backward intergaration results in low cost of components In-house production gives high control on quality. Low cost accrues from better quality. Easy inventory management and faster supply of components are possible. Flexibility in changing features and models is possible.

Adapt for new product development

The company believes in Thinking global acting local. This is not a blind take off from the product of sanyo but a careful adaption. Techniques followed
Four parallel teams worker work together. This has cut down cycle time from 16 months to 4 months. Kanban (similar to just- in-time inventory) system. Fast technology and flexible manufacturing system. Adaptation criteria, like to infrastructure realities, climate acceptance, and aesthetics.

E.g. VCR could not take the Indian voltage fluctuations. BPL added a surge protector, which enabled the VCR to operate at voltage as low as 165 volts.
Brand image Wide range Next to sony Customer care after sales Corporate image Innovative Indian Brand personality Youthful Enthusiastic Choice factors High brand preference (30%) High top of the mind (TOM) awareness (30%)

Customer oriented

Sophisticated aggressive

Benefits from the system

Lower time for new product development Higher rate frequency of new product development.
Annual additional : 9 models (average) Annual deletion : 2 models (average)

FINANCE FOR OUR MARKETING

We raise our finances from our reserves and investments

We will raise the rest our funds by issue of shares and debentures and bank Loans.

MARKETING EXPENDITURE BREAK UP

USP
Giving you the latest technology for televisions in

different colour variants in sleek and sophisticated

designs.

Future product plans

Pricing
Led to a high price high quality perception in the market Premium pricing has helped to create a status for the brand Some model for the economy class people mid class people.

Distribution
160 Exclusive outlets and galleries. Market against videocons 27 and onidas 6 50% of customers comes just only sake of brand preference.

Promotion
Emphasis on advertising and brand building than on sales promotion For total promotion budget is 150 crores in 1997.

Successful campaigns
Campaign involving Alisha (made in india) Clever use of elephant Amitabh barchans endorsement

Weakness in promotion
Different ad objective USPs and positioning for different product and models. Diffused image and blurred positioning across segments.

OLD ADVERTISEMENTS
MERITS: Simple and knowledgeable Clear concept Popular Brand Ambassador

OLD ADVERTISEMENTS
DE-MERITS:
It technologically represented no advancement

Less innovation lead to a state of diffused positioning of

the brand

Less investments on Advertisements

NEW ADVERTISEMENTS
MERITS: Innovative

Focuses on features
Eye-catching Advertisements

Simple and Knowledgeable

SWOT ANALYSIS
STRENGTH WEAKNESS OPPORTUNITIES THREATS

STRENGTH
BPL Company has a brand name

Strong backward integration

Improved Technology Innovative Products

WEAKNESS
No exclusive showrooms

Fewer margins to distributors and dealers

OPPORTUNITIES
BPL Going Global

Growing Semi Urban Market

Purchasing power of people increasing day by day. Moving into new attractive market segments.

Mergers joint ventures of strategic alliances

THREATS
Competitors having innovative products

Acceptance of re-launch

Summary
BPL has followed a combination of intensive, integrative and diversification strategy for growth. It has been a through a major restricting exercise. It is a close challenger in its core business segments and claims to be a leader in a few (CTV and frost-free refrigerators and automatic washing machines). it follows a clear product clear product quality philosophy premium pricing , strong distribution and promotion. BPL enjoys a high TOM awareness and brand preference but suffers from a blurred image. It is at present contemplating a major change in promotion strategy. Based on our appropriations after being voted the most admired brand in India in 1986, we expect the re-launch of our brand to be a huge success in a country like India, least affected by recession.

Any question

Present to:Mr. Submitted by:-

Sarjeevan kumar B.Sc ATH

THANK YOU!