presentation direct taxes

7/28/2019 presentation direct taxes

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Lovely Professional

University

Assignment-4

British Physical laboratory(BPL) Colour Television


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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.

INTRODUCTION


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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


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TYPE : PUBLIC SECTOR

FOUNDED : TPG NAMBIAR, 1963

CORPORATE OFFICE : BANGALORE, INDIA

INDUSTRY : ELECTRONICS

PRODUCTS : HOME APPLIANCES

MEDICAL EQUIPMENTS

REVENUE : RS 24.126 BILLION

EMPLOYEES : 14,000

COMPANY PROFILE


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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


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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


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Pre Launch:

Research and Development.

Revolutionizing Technology.

System Upgrade.

Post Launch:

Sponsorship.

Penetrative Strategy

Gorilla Marketing.

Mobile advertisement.

MARKETING STRATEGIES


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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

THE UPGRADED TECHNOLOGY


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BPL has six strategic business

units (SBUs):-

Entertainment Electronic and Appliances:- BPL,British Sanyo Technologies (BST) British refrigeratorLtd

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


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Product quality philosophy

Making their own component for them

Adapt technology to mach conditions ofthe market.


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Make own component

BPL Went in for color TV in 1983 starting key

component by 1985.

Today all component except picture tubes andsemiconductors are are produced by BPL in

house.

Backward integration enables BPL to meet65% of its competitors


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Benefit from this step

Backward intergaration results in low cost ofcomponents

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.


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Adapt for new product

development

The company believes in Thinking global actinglocal. This is not a blind take off from theproduct 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 manufacturingsystem.

Adaptation criteria, like to infrastructure realities,

climate acceptance, and aesthetics.


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Brand

image

Corporate

image

Brand

personality

Choice factors

Wide

range

Innovative Youthful High brand preference (30%)

Next to

sony

Indian Enthusiastic High top of the mind

(TOM) awareness (30%)

Customer

care after

sales

Customer

oriented

Sophisticated

aggressive

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 as165 volts.


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Benefits from the system

Lower time for new product development

Higher rate frequency of new productdevelopment.

Annual additional : 9 models (average)

Annual deletion : 2 models (average)


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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.

FINANCE FOR OUR MARKETING


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MARKETING EXPENDITURE

BREAK UP


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Giving you the latest technology for televisions in

different colour variants in sleek and sophisticated

designs.

USP


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Future product plans

Pricing Led to a high pricehigh 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.


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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 andmodels.

Diffused image and blurred positioning acrosssegments.


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MERITS:

Simple and knowledgeable

Clear concept

Popular Brand Ambassador

OLD ADVERTISEMENTS


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DE-MERITS:

It technologically represented no advancement

Less innovation lead to a state of diffused positioning of

the brand

Less investments on Advertisements

OLD ADVERTISEMENTS


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MERITS:

Innovative

Focuses on features

Eye-catching Advertisements

Simple and Knowledgeable

NEW ADVERTISEMENTS


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STRENGTH

WEAKNESS

OPPORTUNITIES

THREATS

SWOT ANALYSIS


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BPL Company has a brand name

Strong backward integration

Improved Technology

Innovative Products

STRENGTH


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No exclusive showrooms

Fewer margins to distributors and dealers

WEAKNESS


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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

OPPORTUNITIES


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Competitors having innovative products

Acceptance of re-launch

THREATS


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Summary

BPL has followed a combination of intensive, integrative anddiversification strategy for growth. It has been a through amajor restricting exercise. It is a close challenger in its corebusiness segments and claims to be a leader in a few (CTVand frost-free refrigerators and automatic washing

machines). it follows a clear product clear product qualityphilosophy premium pricing , strong distribution andpromotion. BPL enjoys a high TOM awareness and brandpreference but suffers from a blurred image. It is at presentcontemplating a major change in promotion strategy.

Based on our appropriations after being voted the mostadmired brand in India in 1986, we expect the re-launch ofour brand to be a huge success in a country like India, leastaffected by recession.


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Any question


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Present to:-

Mr.

Submitted by:-Sarjeevan kumar

B.Sc ATH


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THANK YOU!

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