Integrated Marketing Communication

Group project

Comprehensive IMC plan

Name of Company: Panasonic India Ltd.

Name of Product: Panasonic LED TV
Time period of Campaign: 3 Months

Submitted to: Submitted by:

Prof. Sanjay Jain Group No. 4 (IMC-B)
Lay Dave (171129)
Prateek Jain (171138)
Riya Shah (171145)
Shekhar Tejwani (171152)
Shail Shah (171245)

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 Date: 20/08/2018
Table of Contents
Executive Summary…………………………………………………………………………3
1. Situation Analysis…………………………………………………………………........5
1.1. Industry Analysis…………………………………………………………………...5
1.2. Competitive Review………………………………………………………………...6
1.3. Buyer Analysis………………………………………………………………………7
1.4. Company Analysis………………………………………………………………….9
1.4.1.1. Company Snapshot………………………………………………….9
1.4.1.2. Marketing Goals of company……………………………………….11
1.4.1.3. Promotional program Situational Analysis……………………...…11
2. IMC Plan………………………………………………………………………………..14
2.1. Target Market and Positioning strategy………………………………………..…14
2.2. IMC objectives and Strategies……………………………………………………..15
2.3. Creative Recommendations……………………………………………………….16
2.4. Other IMC tools……………………………………………………………………19
2.5. Campaign Flowchart…………………………………………………………….…22
3. Measurement and Evaluation……………………………………………………….....23
4. Conclusion………………………………………………………………………….…..25
Appendices…………………………………………………………………………………26
References………………………………………………………………………………….28

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Executive Summary
This project is for designing the marketing campaign for an LED TV named “by Panasonic. The
context of the same is that when the company launched this LED Television, it came up with a
campaign which failed miserably.

The campaign said:

Panasonic LED TV provides effective care for your eyes – REST YOUR EYES.
The campaign is to promote the new launched product Panasonic LED TV will be suitable for
watching TV for long hours without strain or irritation in your eyes.
The probable reason behind failing of this campaign was the improper positioning of the brand
and excessive competition. However we as the students of Integrated Marketing Communications
have designed a marketing campaign for Panasonic under this repost to rebuild its brand.
The STP has been decided first. Our target consumers are GEN Y Upper middle and upper class
individuals in Tier 1 and Tier 2 cities. The positioning strategy of the brand is to make “the most
desirable LED TVs in the market due to their high quality at a reasonable price with best post sale
services

Objectives of the Campaign

a. To increase the market Share by 20%.
b. To change the customer perception about low quality post-purchase services.
c. To highlight the brand’s POD that is the low price that it is providing in comparison of its
competitors.
d. To Increase the consumer awareness about the product Panasonic “LED TV. (So, that
Panasonic can come at the customer top priority).
e. To influence the purchase intention for a brand and to establish, build, reinforce and
Intensify brand loyalty which is the most important aspects of managing brand equity.

Above objectives have been decided after multiple sessions of brainstorming and the whole
Campaign shall move around to achieve these objectives in parts or wholly.

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The time period of the campaign is September to November where August shall be the month of
planning, preparations and negotiations with the external parties. However, the real execution shall
begin in the month of September to November

The whole campaign is based upon the feedback received from the customers on the filling up of
a questionnaire and online observation of their reviews about this product. Therefore, the same
shall be our evaluation methodology to measure the effectiveness of our campaign and carry on
with the correction plan if required.

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Chapter 1: Situation Analysis

Industry Analysis:

The advent of the LED TV industry in India is said to have gain foothold. Although, the LED TV
had marked its presence in the country at the start of this decade, but looking at the estimated
CAGR rate of 40% by year 2020, the market seems promising and estimated to touch 862 billion
rupees. Of the 7.5 million Flat panel TV unit market, 80% share is that of the LED TVs. It is being
predicted that 32’’ LED TV will be leading the other models because of it fitting the needs of
customers. The rise in usage of internet is said to have supported the sales of LEDs. The major
market players in India in this category are- LG, Samsung, Sony and Panasonic.

Samsung, LG and Sony are the three dominant players in this market who together account for
more than 60% sales, Samsung occupying the leader position with 26.2% market share, LG with
24.2% and Sony with 20%.

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Trends:

 The screen sizes for the smart TVs range from 32-65’’. Around 44% models support the
3D viewing. 65% of the smart TVs feature LED display. The others feature either Plasma
or LCD viewing.
 The other features offered by smart TVs are- Wi-Fi connectivity and social networking
applications.

Due to the reduced price difference between the LCD and LED TVs, the LCD are slowly losing
their market to LEDs which better quality of pictures and lower consumption of energy. It has been
observed that this industry usually shows a peak in demand during festive seasons.

Competitive Review
1. Samsung India: The present market share of Samsung India is 30%. In the beginning Samsung
wanted to create image in India as a global brand as it has been recognized as fastest growing
brand around the world. After facing a cut throat competition from LG, Samsung also joined
the price based competition. In 2004 company again started to promote itself as premium brand
which resulted in loss of some market share. Soon Samsung India acquired digital leadership
in the country by introducing televisions like 40” LCD Projection, 43” Projection TV and Plano
TV of Flat Color Televisions. The new models with innovative features have been introduced
in the ultra-premium, ultra high definition (UHD) and the mass segments. Samsung is hoping
to increase the market share in ultra-premium QLED TV to 55% from 47%, UHD to 45% from
36% and in the mass segment to 38% from 33%.

2. LG India: The Current market share of LG India is 23%. LG has always been strong in terms
of strategically planning its promotional and pricing activities. The company believes in
creating products which the consumers find attractive, price them strategically and position
them in a way that there attractiveness remains in line with the price offered. LG is an

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 aggressive marketer focusing on low and medium price products. The case of LG is the best
example where the company has molded itself according to the customers in India, no matter
what image it holds around the globe.

3. Sony India: The current market share of Sony India is around 21-22%. The company is known
through the world for producing innovative products of exceptional quality and value. The
company entered in India operationally in November, 1994. Sony has a giant size distribution
network in India comprising of 7000 channel partners, 215 Sony World and Exclusive Outlets
and 21 Direct Branch Locations.

4. Videocon India: The current market share of Videocon is around 10-12%. It is the market
leader in home appliances and consumer electronics in India. It manufactures Televisions in
large scale and thus enjoys the economies of scale and ultimately the cost is saved. Again like
Sony it has a wide network distribution with more than 5000 dealers in major cities. Due to the
Multi Brand Strategy it follows, it has multiple brands at the same price points. This has lead
to the phase of Diffused Positioning.

5. Toshiba India: Toshiba India Private limited is a wholly owned subsidiary of Japanese
electronics giant Toshiba Corporation. Toshiba is present in India ever since 1985. However
Toshiba has never been able to capture the television markets from giants like LG, Samsung
and Sony. However, one of the major segments which heavily contributes to the sales of
Toshiba India are its laptops which are best in their own ways.

Buyer Analysis

The segment which we have selected is the Generation ‘Y’, i.e. those who are born 1977 to 1994.
We found that various qualities which our product posses is the need of this segment. The various
values, qualities and nature of the product has been mentioned below.

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Site terms Site term values

Age 18-45, majorly the age comes under GEN Y i.e. born between years
1977-1994.

Occupation Executives and junior level managerial positions.

Marital Status Married; Divorced; Single; Widowed

Gender Male; Female

Income(Annually) Above 6 lacs per Annum.

Education High School; College Graduate; Masters Degree; Doctorate Degree;

Professional Degree

Children 0; 1; 2; 3; 4;

Family Role Torch Bearer; Wife; etc

Consumer Values Hardworking, Pragmatic focus more on independence

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 (GEN Y) Knowledge seeking behavior

Positive outlook towards life

Economically optimistic

Healthy Spenders

Buyer Decision Process

i) Need Recognition

The first phase of making a buying decision is to recognize the need of the product (in this case
T.V), also the person should be able to recognize that what all he wants. For example in this case
hotels, households, restaurants, corporate may recognize the need of upgrading or moving towards
the technology for new features and for new experiences.

ii) Information Search

The second step of information search for product is about finding and accumulating relevant
knowledge and information about various products available in the market. The person gather
knowledge and information through various media communications like internet, social media,
TV campaigns, catalogues, Marketplace, etc.

iii) Evaluating of Alternatives

In this stage the buyer will analyze the various products available in the market and will select few
brand and categories of product based on requirements and configurations. Now, the person tries
to recognize the desired brand.

iv) Purchase Decision

After deciding the brand of choice, that is the brand which fulfills the customer requirements, the
person takes a buying decision (in this case we want them to buy Panasonic LED T.V).

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v) Post purchase behavior
After buying the product the customer looks for the services. In our case the product is electronic
and can face any technical problems hence the post purchase services are very important for a
customer.

Company Snapshot

Company at Glance:

Panasonic in India provides its wide range of consumer electronics, home appliances like LCD &
Plasma TVs, DVD players, Home Theatre Systems, Smart phones, Cameras, Camcorders, Car
Audio Systems, Air Conditioners, Washing Machines, Refrigerators, Microwave Ovens,
Automatic Cookers, Vacuum Cleaners and a wide range of system products including
communication ones like Mobile Phones, High Definition Videoconferencing, Professional Audio
Video products like Broadcast Cameras, Projectors and Displays, Business Solutions including
Printers, Whiteboards and Security Solutions. Panasonic has aggressively focuses on market
research, product innovation and talent hiring in India for work in areas like energy, water, remote
access and food. The company currently has a workforce of about 12,500 in India.

Place in the Industry:

Panasonic is one the fastest growing company in consumer electronics sector after launching new
products in 3D plasma and LED range in 2010. In consumer electronics sector Panasonic is facing
the high competition by companies like Samsung, LG, Sony, Videocon and Toshiba.

In electronics sector, Samsung is market leader followed by Sony and third position is secured
by Panasonic closely competing with LG electronics.

STP of Panasonic:

Panasonic

Parent Company Panasonic Corporation

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Category Consumer Electronics

Sector IT and Technology

Tagline/ Slogan Ideas for life

Depth and diversity of its research capabilities, manufacturing expertise,

USP high quality and sophisticated products

STP

Segment Electronics Semiconductors and Home appliances

Target Group Upper middle and upper class individuals

The most desirable 3D TVs on the market due to their high quality at a
Positioning reasonable price

SWOT Analysis

1. Good in innovations and technical capabilities.

2. Huge portfolio of products
Strength 3. It is among the top five TV producers.

1. Declining Profits.
2. Intense competition and fewer margins.
Weakness 3. Threat from similar type replicas.

1. Focus on environment friendly products.

Opportunity 2. Upcoming huge growth in semi conductor industry.

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 1. Tough low margin competition.
2. External challenges like; rapid technological changes.
Threats 3. Huge challenge from black market, parallel market, and smuggling.

Key Benefits
 Improved cinema quality
 Accurate color expression

Brand Image

Current brand image about Panasonic LED TV is that Panasonic provides excellent product
quality. But when it comes to service, it lacks of customer satisfaction.

Positioning

Excellent product quality with best customer services.

Marketing Goals

 Increase sales of Panasonic TV by at least 70%.

 To capture the market share at least 15%.
 Associate the brand with best quality and best service.

Promotional Program Situation Analysis

Product Background

Panasonic TVs offers high picture quality, stylish design, and environmental friendliness.

 PLASMA (discontinued)
 LCD
 LED

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Campaign Selling Idea
Panasonic LED TV provides effective care for your eyes – REST YOUR EYES.
The campaign is to promote the new launched product Panasonic LED TV will be suitable for
watching TV for long hours without strain or irritation in your eyes.

Message:

“REST-YOUR-EYES”

Communication Mix
 Television
 Newspaper
 Posters
 Website
 YouTube
 Billboards
 Event

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Panasonic attracted customers through a well managed communication mix of Television, Internet
and Newspaper towards the event of marathon football game which could last around more than
70 hours. Panasonic presented persuasive messages to capture at viewer’s attention. We will use
the help of the talk shows and national news channels to create awareness and promote the event.
Pre-event message was conveyed through news broadcasting and Newspaper, Internet to the
targeted customers to rest their eyes. This idea created a strong message that they’re preparing to
watch an important event on TV. The event was enjoyed internationally because football creates
enthusiasm.

CHAPTER 2: IMC PLAN

Target Market and Positioning Strategy

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STP

On the basis of city category (Tier 1, Tier 2, Tier 3 etc.) and segmenting it into
Segment income groups.

Target Group GEN Y Upper middle and upper class individuals in Tier 1 and Tier 2 cities.

The most desirable LED TVs in the market due to their high quality at a
Positioning reasonable price with best post sale services.

The target market for our campaign is upper middle and upper class individuals in Tier 1 and Tier
2 cities. The positioning strategy is to build the brand for a good quality product at a reasonable
price and excellent services. The reason behind the same was that when we as the IMC planners
of the company enquired about the non-popularity of the LED Televisions of Panasonic through a
questionnaire following were the inferences drawn out of the responses that we received:

1. Most of the people didn’t prefer Panasonic over other Brands like LG, Sony and Samsung
because of the poor services provided by the company specially post the purchase of the
television.

2. The second most popular reason among the respondents for not buying Panasonic’s LED over
other brands was the less awareness and brand recall of Panasonic in comparison to the market
leaders like Sony, LG and Samsung.

Rationale

The above two point become the base for the rationale of our Segmentation, Target Market and
Positioning Strategy.

Since the lower and average middle class people prefer to buy a television or an LCD but not an
LED. However, an upper middle class and upper class people prefer to buy an LED keeping in
mind the current trends as well as the clearer picture quality that LED provides.

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The reason behind choosing GEN Y as our target among these upper middle and upper class people
is that the GEN Y is the segment which is having some roles in the family like hardworking,
Pragmatic focus more on independence, Knowledge seeking behavior, Positive outlook towards
life, economically optimistic and Healthy Spenders. This segment is majorly the chunk which is
earning the most. Thus they are our targets.

The Positioning strategy is to meet the three objectives broadly:

1. High Quality
2. Reasonable Price
3. Best Post Sale Services

The same has been decided on the basis that customers are not satisfied with the services provided
by Panasonic post the purchase of their products. Also the Point of Differentiation of the company
is its low price and we are taking the same as a tool to increase consumer awareness and
highlighting the high quality.

IMC Objectives

1. To increase the market Share by 20%.

2. To change the customer perception about low quality post-purchase services.
3. To highlight the brand’s POD that is the low price that it is providing in comparison of its
competitors.
4. To Increase the consumer awareness about the product Panasonic “ LED TV. (So, that
Panasonic can come at the customer top priority).
5. To influence the purchase intention for a brand and to establish, build, reinforce and
Intensify brand loyalty which is the most important aspects of managing brand equity.

Rationale
The rationale behind raising the market share by 20% is to take a bit of sales portion from each of
the competitors by standing out from all of them. Since the customers have responded about the
bad customer services that they have been receiving post the purchase of Panasonic products, thus

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the same is the objective of our IMC plan. The brand is providing TV’s at lower rates in
comparison to LG, Samsung and Sony. Therefore the same becomes its POD and one of the
objectives is to make consumer aware of this POD. One general objective is to increase the overall
objective of the brand to make sure that the brand recall increases among the customers. The final
objective is to be able to influence the purchase intention of the consumer.

STORY BOARD:

•In past Sania Nehwal logged a complaint for her TV of Some competitiors
Scene 1 brand in the service centre but no response from competitiors' service centre.

•She decides to change her old LCD T.V with NEW panasonic LED T.V
• Her T.V was working great but she just thought of checking the services of
scene 2 Panasonic.

• Within 24 hours the service man reach at her doorstep and checks for the
problem.
• Also, she received a customer satisfacion number, which she had to give to
scene 3 the service men only if she is satisfied with the services.

After the service, Sania said, Panasonic has the best services in the world.

Reason behind taking Sania Nehwal in the Advertisement is that she was awarded to have the best
services in the world. Hence, to relate the best services campaign we are associating Sania with
our brand. Also, Sania is the new brand which has come up recently, on the similar grounds even
Panasonic wants to come up as a good brand having a lot of customer awareness.

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“Best in services . . . because we believe in customer satisfaction”..

CAMPAIGN:

The best in services, best in class campaign.

Promotional Plan for Panasonic LED TV

Communication Objective:

1. To increase the market Share by 20%.

2. To change the customer perception about low quality post-purchase services.
3. To Increase the consumer awareness about the product. (So, that Panasonic can come at
the customer top priority).

Communication Mix

 TV Advertisement

 Newspaper Advertisement

 Post Purchase services ‘Toll free number’

 Local language Radio communication

 Mobile Advertisement

Media Recommendation:

TV ad cost: We are considering for a 10 sec advertisement for TV. We have considered 5 channels
which include Aaj Tak, Sony Entertainment India, Star Plus, Colors and Times Now.

Average cost for a single ad = Rs. 18,790

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Approximately Rs. 20,000 (which includes all other costs such as creative, communication, etc)

We would be airing the ads during the prime time which is between 8-11 PM.

Reach: 300 million people

Source: http://davp.nic.in/EM_RCAV.html

Radio ad cost:

We are focusing on 2 radio channels which have the country wide reach, (Radio Mirchi, Big FM).
The average cost would be around 50,000 for a 30 second ad on a single radio channel. That makes
it Rs1, 00000 for 2 radio channels. The ad would be aired at prime time which would be between
8-11 PM.

Reach: 15 million

Source: http://www.quora.com/What-is-the-average-cost-for-a-30-second-radio-ad

Newspaper ad cost: We are targeting Daink Bhaskar and Times of India for nationwide reach.

The average cost for a half page nationwide advertisement = Rs. 721875

The average constitutes the cost for the ad in metro cities as well as in tier 1 and tier 2 cities.

Reach: TOI: 10 million

Regional Newspaper: 3 million

Calculations as per the actual rates:

NEWSPAPER ALL INDIA AD SIZE OF AD(sq cm) TOTAL

RATE (rs/scm)(as per
package)
TOI(Metro+Non- 2000 412.5 825000
metro package)
Dainik Bhaskar(Metro 1500 412.5 618750
+ non metro package)

Source: http://adrates.timesofindia.com/Indexpage.html

http://www.bhaskar.com/db/rate_card_new.pdf

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Geographic Scope:

The ultimate Idea is to reach the prospective customers belonging from tier 1 and tier 2 cities,
which the multi-channel penetration using various media vehicles can lead to get the desired result.

Schedule Plan and Budget Breakdown

Medium January February March Total Budget
Television 100 100 100 300 Rs.300,00,000
Radio 50 50 50 150 Rs. 15,000,000
Newspaper 2+2 2+2 2+2 12 Rs. 8662500

Monthly Budget Rs. 17887500 Rs. 17887500 Rs. 17887500 Rs. 53662500

Medium Reach Total Cost CPM

Television 300 million 300,00,000 100

Radio 15 million 15,000,000 100

Newspaper 13 million 8662500 666.35

The rationale behind Spending in more in TV is that the major target market is been covered by it.
TV is having around 300 million reaches.

Other IMC Tools

Using various IMC tools Panasonic gives message to their Target group that they provide LED
TV of high quality at a reasonable price and additionally they also provide post-purchase service
in which if a customer had any complain they can call to customer help no. and lodge the complain
after that they will get the a unique no. called CSN (Customer Service No.) and if customer gives
that no. to deliver boy than only they considered be satisfied.

Print Media: Print media like newspaper and magazines should be used by Panasonic as IMC tool
because it is low cost and advertising can be placed on very short notice. Newspaper can be
distributed daily, weekly or in advertising sections. It has a high level of credibility and readers
rely on them for factual information. It mainly advertises in general newspaper and magazines
which are read by mass and low in cost like TOI, Dainik Bhaskar etc.

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Outdoor Advertising: In outdoor advertising Panasonic can use billboard, events and tradeshows
as it is effective in product launch and specific promotional events. It offers simplicity,
repetitiveness, retention and selective exposures. Creativity is to put to use to achieve an objective
or a desired response. Creativity is defined as the ability to produce useful ideas, originality,
imagination, or the capacity of joining two or more elements to form a new unity or purpose.
Television: It is most important tool as far as Panasonic LED TV is concern. In electronic media
it should give advertise on TV channels. Through this mode it can target the potential customers
because if target group is watching that ad it means they possess the TV set and through this ad
they can be influence to switch existing brand or if they are customer of Panasonic than it will
increase brand loyalty. But message that through should be reach to target group.

YouTube: It is powerful tool which can target youth and other frequent internet users in the target
group. It can increase visibility of Panasonic and such campaign successfully used in past
Panasonic “ Marathon – Dentist

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Events:
Panasonic can organize event in which there is challenge to participants by quizzing them about
the popular shows and movies on that broadcasted on TV and attract them through prizes like
Panasonic TV. It can also increase its visibility by broadcasting cricket matches of IPL and world
cup in public places to capture the public perception where it can show its high quality pictures.
Sales Promotion: Panasonic is taping a price sensitive market in India so it can customer through
discounts, coupons, rebates etc. as tool to grab the attention of customer. It can only be used in
some time before festive or special occasions like Diwali, cricket world cup, IPL etc.
Social media and Digital marketing:
Panasonic target group is Upper middle and upper class individuals in Tier 1 and Tier 2 cities
which are very much active on social media. For the campaign of Panasonic LED TV, Digital
marketing is an effective umbrella in terms of the targeted, measurable, and
interactive marketing for its high quality, reasonable price and post-service benefits that Panasonic
is giving. Using digital technologies the message can reach to potential customers in short time
and convert them into customers. Here key objective is to promote brands, build preference and
increase sales through various digital marketing techniques.

Campaign Flowchart:

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 Scheduled Plan for the campaign:
Medium December January February March April
Television Finalization of Advertisement The The The
the TV released on the advertisement advertisement advertisement is
Advertisement TV Continues to be Continues to be no more shown
(Direction, aired aired
Compilation)
Radio The content to The The The The
be aired is advertisement advertisement advertisement advertisement is
finalized is aired is aired is aired withdrawn
Newspaper The spaces for The The The The
advertisement advertisement advertisement advertisement advertisement is
in dailies are gets featured continues to be gets featured no longer done
booked featured
PR - A press release - - -
is scheduled
Promotional The stocks are The first 100 - - -
offers dispatched the customers in get
distributors additional
services

CHAPTER 3: MEASUREMENT AND EVALUATION

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Evaluating media:

The major objectives behind evaluating media are:

 to look at the effects on outcomes in place of just the outcome

 to evaluate the media plan both qualitatively as well as quantitatively

Priority Media (*4) The Key target Important media channels Other media (*1)
media (*3) (*2)
ZEE TV Times of India Business Standard Magazine Local newspapers
SONY TV Dainik Bhaskar Regional
STAR PLUS Nai Duniya newspaper
COLORS FM Radio website

The penetration of each of these channels varies with the other. Some media featuring in
priority media has the highest penetration and the lowest is that of the other media.
To quantitatively evaluate we will multiply the following factors for each media
Every time any advertisement or news or media coverage by the media gets noted and
scored according to the penetration of the media. If an advertisement in Sony is featured,
it will be multiplied by a factor of 4 and so on. Further, the weightage for good or bad or
positive or negative coverage will range from +2 to -2, where ‘+2’ shows positive coverage.
The factors given to each media will then be multiplied by this score.

 Web Analytics
This will be used to monitor the visits per day on site. Similarly, the other
pages featured on the site which was opened, time spent on website, etc. will
get recorded. Regular monitoring will show patterns and surfing behavior.
Another factor that will be considered is rise in sales online.

 Google Analytics
1. This will enable the company to know the most viewed pages on the website.
2. The time spent on the website, the number of pages viewed on an average,
etc, can be recorded to know and make use of the consumer behavior.
3. The key terms which the customers use to search for the site.

 Social Media
The discussions on the sites like facebook, twitter can be evaluated on the basis of
the tone of the posts, the reviews being given and the overall outlook of the debate,
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 whether it is positive for the brand or negative. Also, if the number of brand related
posts increase in number, the campaign can be thought effective. Keeping track of
this will help check on effectiveness.

Chapter 4: Conclusion

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Panasonic has 3rd position in Industry; the need of time is to create a campaign which can help in
creating the awareness about the product LED TV. (As per the customer feedback and
questionnaire the focus of campaign should be on customer services).The campaign will help
Panasonic to increase the visibility in market and hence, can compete with Samsung and Sony for
market leader position. The designed IMC plan is of 3 months, in which we have used multiple
media channels to penetrate the target audience, so that it can give results in short period and hence
Panasonic will be able to increase its sales and change customer perception for low post sales
services. Finally, the campaign will increase the customer awareness about the product Panasonic
(LED TV).

Appendix

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Questionnaire

1) What is the preferred brand for LED TV?

a. Panasonic
b. Samsung
c. LG
d. SONY
e. Micromax

2) What is the reason behind choosing above brand?

a. Value for money
b. Good post sales services
c. Good watching experience
d. Quality sound
e. Availability of WIFI connectivity
f. Other(please Specify)_______________________________________

3) If the selected brand is Panasonic then what was the reason behind purchase?
a. Comparatively low price
b. Good picture quality
c. Quality sound
d. Other (please specify)________________________________________

4) If Panasonic is not selected, then please mention the reason for rejection?
a. High price
b. Less features
c. Problems with post sales services
d. Other(Please specify)________________________________________

The general observation is that majority of people did not opt for Panasonic LED TV because of the poor
“service quality”. Other factor was that people were not much aware about the product LED TV by the
Panasonic.

Customers’ Feedback

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The reason behind choosing services as something which we need to promote is the continuous
customer feedback on social media. Majority of customers were complaining about the post-
purchase services.

References

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 http://davp.nic.in/EM_RCAV.html
 http://www.quora.com/What-is-the-average-cost-for-a-30-second-radio-ad
 http://adrates.timesofindia.com/Indexpage.html
 http://www.bhaskar.com/db/rate_card_new.pdf
 PC: Key Metrics and Competitive Analysis for Panasonic Corporation - Wikinvest
 http://www.scribd.com/doc/46106303/Panasonic-Report#scribd

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