AIWA Brand Perception After Sony Takeover

MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA
AFTER THE TAKEOVER BY SONY”

________________________________________________________________________
VIDYA SYSTEMS
CENTER CODE: 0023
“MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA

By
(SAMSON P ANTHONY )
Reg No: 571115120
A project report submitted in partial fulfillment of the requirements for

Master of Business Administration
Of Sikkim Manipal University Directorate of Distance Education,
INDIA
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DECLARATION
I here by declare that the project report entitled

Submitted in partial fulfillment of the requirements for the degree of

Masters of Business Administration
To Sikkim-Manipal University Directorate of Distance Education, India, is

my original work and not submitted for the award of any other degree,
diploma, fellowship, or any other similar title or prizes
SAMSON P ANTHONY
Reg No: 571115120
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EXAMINER’S CERTIFICATION
The project report of

( SAMSON P ANTHONY )

Is approved and is acceptable in quality and form
Internal Examiner External Examiners
(Name, qualification and designation) (Name, qualification)
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UNIVERSITY STUDY CENTER CERTIFICATION
This is to certify that the project report entitled

Submitted in partial fulfillment of the requirements for the degree of

Masters of Business Administration of
Sikkim-Manipal University Directorate of Distance Education
(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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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
1.1 EXECUTIVE 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
2.1 TITLE: “MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA

2.2 BACKGROUND OF THE STUDY
Aiwa-Sony acquisition has sparked tough competition.
Indian consumer electronics market is once again in for tough competition.

Pursuant to the Aiwa-Sony acquisition, the repercussions in the Indian market are
something to be watched out for. This tie up has brought significant changes in the
consumer electronics market and is something that is very lucrative for study.
2.3 STATEMENT OF THE PROBLEM
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
2.4 NEED AND IMPORTANCE OF THE STUDY
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:
 What is the change in the perception of consumers?

 What is the change in the market share of the major players?
 How is this acquisition going to help AIWA as well as SONY?
2.5 PURPOSE OF THE STUDY

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 category of SONY. So the purpose of
this study was to find out the changes in the consumer electronics market and the changes
in the perception of people due to this takeover. Also the purpose of the survey was to
check:
 The demand of Hi-Fi systems in
the market.
 Awareness of people regarding the
use of these products.
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 Requirements of people in a
particular type of Hi-Fi system.

 Perception of people of the

relaunch of AIWA as a brand of SONY.
2.6 OBJECTIVES OF THE STUDY
The main objectives of this study:

1. To find out the perception of people regarding AIWA Hi-Fi systems.
2. To perform a competitive analysis of AIWA with its competitors.
3. To find out the changes in the consumer electronics market
4. To find out the strategies of SONY, AIWA and all other players of this market.
5. To find out how this takeover is going to help SONY as well as AIWA.
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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
3.1 INDUSTRY BACKGROUND
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.
Executive VP in charge of Consumer Electronics at Philips India, Shiv

Shivakumar, said, We're a growing market in audio systems because we're taking share
from other brands. They are all dropping out as the segment is under pressure.
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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3.2 ABOUT SONY
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
1946- May- Tokyo Tsushin Kogyo K.K. (Tokyo Telecommunications

Engineering Corporation), also known as Totsuko, established in
Nihonbashi, Tokyo with start-up capital of ¥190,000 for the research
and manufacture of telecommunications and measuring equipment.
1947- Feb- Company head office and factory relocated to Shinagawa

Tokyo.
1950- July- Japan's first magnetic tape recorder, the G-Type, launched.
1954- May- Sendai plant established in Tagajo, near Sendai, Miyagi

Prefecture.
(in April 1992 it was renamed Sendai Technology Center.)
1955- Aug- Japan's first transistor radio, the TR-55, launched
1958- Jan- Company name changed to Sony Corporation.

1960 May World's first transistor TV, the TV8-301, launched.
1962 Nov. Sony Corporation of Hong Kong Ltd. Established in Hong Kong.
1963 July World's first compact transistor VTR, the PV-100, launched.
1965 Aug. World's first home-use open-reel VTR, the CV-2000, launched.
1966 Apr. Sony Building in Ginza, Tokyo, opened.
1968 Mar. CBS/Sony Records Inc., a 50-50 joint venture with CBS Inc. of the
U.S., established. It was renamed CBS Sony Inc. in August 1973
and CBS/Sony Group Inc. in August 1983. It became a wholly
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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
Distribution and Sony World 3

Sony India currently has 33 distributors and 1,475 dealers
throughout the country. The company's three service centers and 89
authorized service stations back them. In order to strengthen and also build
upon this, Sony India is extending the idea of Sony World and Sony
Exclusive Showrooms, an exclusive brand shops -- owned by a franchisee –
across the cities in the country. Sony World showcases the company's entire
product range: colour televisions (CTV), audio systems, digital camera
range, handy cams, DVD players, floppy diskettes, mobiles, dry cell
batteries and so on( each and every product of Sony India ).
Products and performance 3

It may be recalled that Sony India launched its Wega series of flat screen CTVs,
forcing many other players to follow suit. What is interesting here is that the company
launched the flat screen CTV immediately after it was introduced in the overseas markets.
For Sony India, production capacity is not a constraint. It had a factory based at Haryana, it
has a massive CTV manufacturing capacity of three lakh units per annum. For audio
systems, the capacity is one lakh units but thanks to the reduction of the custom duty, Sony
felt it better in terms of pricing to import from their international factory located in Malasia,
Thailand and Taiwan. The company rolls out 17 models of CTVs, 10 models of hi-fi portable
audio systems and a car audio system already. It had a turnover of Rs 850 crore in 2003-
2004.While CTV sales contribute about 65 per cent to this turnover, audio systems and other
products share the balance.
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3.3 ABOUT AIWA:

AIWA is a wholly-owned subsidiary of Sony Corporation, Tokyo.
In India, AIWA is a brand owned by Sony India Pvt. Ltd, a company that aims at
delivering outstanding performance and value to its customers.
As a leader in consumer electronics, AIWA has thrived by identifying and
satisfying the market’s needs. This commitment has led to considerable amount of
innovations.
These Innovations include:
 Japan's first cassette tape recorder
 Japan's first stereo cassette deck
 The first company to manufacture digital audio tape (DAT) products
 The first to market a recording headphone stereo
 A leader in mini audio systems.
AIWA, which became a fully owned subsidiary of Sony Corporation ( of which

Sony India Pvt. Ltd is a 100% subsidiary) in October 2002, is launched in phases in the
Indian market.
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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DVD Mini Hi-Fi System
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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VCD Mini Hi-Fi System
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
 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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JAX-V55
MRP-Rs 13,990
Key Features
 120w x 2RMS( 2600W PMPO)
 Surround Effect
 3 Disc Changer
 VCD,CD,CD-R/-RW and MP-3
 Dual Full logic Deck
 Auto Reverse FIG :7
3-Way Bass reflex Spk System
 Full Karaoke Function
JAX-V77
MRP-Rs 15,990
Key Features
 150w x 2RMS( 3300W PMPO)
 Surround Effect
 3 Disc Changer
 Auto Reverse
3-Way Bass reflex Speaker System
 Full Karaoke Function FIG :
8
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RBT- 5000V
MRP-Rs 8,990
Key Features
 45w x 2RMS( 1000W PMPO)
 1- Disc Player- Top Loading
 Auto Reverse- Deck B
 2 Way- 13 cm woofer
 4 Pre-sets
 i-Bass FIG : 9
Micro Hi-Fi System
XR-EM500
MRP-Rs 9,990
Key Features
 25W x 2RMS
 Bass and Treble Control, I-bass
 CD , Tuner, MP-3
 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
 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
 DVD , Tuner, MP-3
 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
 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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3.4 ABOUT AIWA-SONY AQUISITION: 4
Aiwa-Sony acquisition has sparked tough competition. Indian consumer

electronics market is once again in for tough competition. Pursuant to the Aiwa being a
category of Sony, the repercussions in the Indian market are something to be watched out
for. However, competitors are keeping their fingers crossed. On the impact on the Indian
market the competitors are still keeping their fingers crossed.
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.
Multiple branding as a concept, which is currently in operation both in CTVs, with

Videocon having Sansui and Akai in its basket, and in white goods, Electrolux having
Allwyn and Kelvinator, is still to be judged upon. The future strategies of Sony will
however be closely watched as it can mean more jazz.
3.5 RENEWING THE AIWA BRAND: 5
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.
29
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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
In the Indian markets which is unexplored in terms of AV products, a new brand

image is created by Aiwa. The emphasis is on cutting-edge products which can connect to
PCs, allowing consumers to quickly and easily enjoy content (movies, music etc.)
Sony aims to strengthen its overall electronics business by creating new

opportunities for the Aiwa brand as it moves into previously unexplored areas, and also to
offer customers the enhanced choice of the Sony or Aiwa brands to fit their usage or
lifestyle requirements.
3.6 AIWA’S STRATEGY IN INDIA
"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,
30
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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.
Aiwa Marketing of India launched uniquely position USB-connected DVD Hi-Fi

products, MP3-compatible portable audio products and great value, all-in-one
audio/video combination systems. Many more dynamic new products targeted at younger
consumers will follow. "Aiwa will become a new source of innovative, demand-
expanding products for the Indian market, where many brands are failing to offer truly
exciting product developments.”
The Meaning behind the AIWA logo:
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.
3.7 SONY’S NEW MARKETING STRATEGIES FOR AIWA: 6
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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.
32
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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.
3.8 NEW TRENDS IN HI-FI SYSTEMS: 7
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.
33
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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.
 The growth of hardware-based MP3 players is being driven mainly by

multifunction devices with MP3 capability, such as PDAs, digital cameras, cell phones
and USB storage devices.
 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.
3.9 NEW ENTRENTS IN THE MARKET: 7
MP3 players with attitude - Philips-Nike
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
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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.
Creative’s NOMAD series
Creative’s NOMAD series of portable MP3 players is aimed at music enthusiasts—

those who love music but don’t get enough time to listen to it at home (or in the office).
So the focus here is on mobility and high-quality sound, packaged in sleek trendy units.
Available in 64 MB and 128 MB versions, the little MuVo is about the size of a pack of
chewing gum sticks. Uncap this impressive flash memory device (like a pen) and you’ll
see the USB interface that plugs directly to the USB port behind the PC (no cables
required). What’s more, if you use Windows 2000/ME/XP there is no need to load any
software drivers.
New hi-fi TV with FM 8
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
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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.
New range of DVD players: 9
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
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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.
New ultra-slim DVD-video player: 10
Philips India, a subsidiary of the Netherlands-based Royal Philips Electronics, has

introduced its new ultra-slim DVD-video player, the DVD 733K with a karaoke and
language learning (helps you learn to sing or perfect your pronunciation) facility. The
Philips 733K is stylishly designed to appeal to consumers who want to combine superior
digital video performance with outstanding design quality. The DVD 733K has an ultra-
slim format with a stylish design and detailing that will clearly reinforce the numero uno
position of Philips DVD players. Moreover at just 5cms it is the slimmest DVD player in
India. In order to view digital photos on TV in a JPEG format the DVD 733 K has a
picture CD feature. The DVD 733 K is also armed with a smart picture feature for the
convenience of ideal and personal settings. The digital zoom advanced high resolution for
extreme close-ups gives a better picture quality. Numerous picture enhancement features
in the Philips DVD 733K are combined to create a premium home-viewing experience.
javascript:call()Like all Philips DVD-video players, the DVD 733K plays all DVD-video,
video CD, MP3 and audio CD discs, making it an ideal multi-format home player. As
well as standard audio CDs, the DVD 733K also plays users’ own recordings made on
CD-R discs, CD-rewritable (CD-RW) discs and DVD+R/RW discs. The Philips Next
Generation DVD 733K is available in premium consumer electronics showrooms, in
select cities across the country, at an MRP of Rs 14,990.
37
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Chapter - 4
Methodology
‫ ﺡ‬Research Methodology
‫ ﺡ‬Designing of questionnaire
‫ ﺡ‬Data collection procedure
‫ ﺡ‬Limitations of the study
4.1 RESEARCH METHODOLOGY
TYPE OF RESEARCH : Exploratory Research through available information as well as

survey method.
SAMPLING TECHNIQUE: Probabilistic (Simple Random Sampling) and Judgmental

sampling
SAMPLE SIZE : 200 Consumers and 42 Dealers and Distributors.
38
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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
DATA SOURCES : Secondary Data gathered through Websites, Business magazines

& Journals and Articles.
Primary Data gathered by collecting information from
consumers and dealers through Questionnaire.
INSTRUMENTATION
TECHNIQUE : Questionnaire consisting of structured as well as unstructured
questions.
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
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4.2 DESIGNING OF QUESTIONNAIRE:

I constructed a questionnaire by keeping in mind the following points:
1) Questions should be simple and easy to understand.
2) Personal questions should be avoided.
3) Every question should be related to the research and the objectives.
4) To know whether they are comfortable with the product.
5) Was the quality worth to the price they paid?
6) The trend of the market for the selling of Hi-Fi systems.
7) The awareness level of customers.
8) Whether the customers of these systems are looking for compatibility with PC.
9) Perception of people about Aiwa among customers and dealers.
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
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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.
4.3 DATA COLLECTION PROCEDURE

The data for the entire four questionnaires is primary data source of data since I
collected them personally. It is very important aspect since the research / analysis was
completely based on the data.
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.
Process of Questionnaire II:

This questionnaire was collected as a primary source, by personal visits. I went to
all the dealers and distributors in Bangalore for collecting these data. I interviewed them
personally and collected the required data.
Sampling:
41
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Total sample size is 42. I collected them from the dealers of various brands of Hi-Fi
system.
4.4 LIMITATIONS OF THE STUDY

 The study was conducted over a span of 3 months. Thus, due to time and resources,
the study couldn’t be a comprehensive one.

 The sample size considered is assumed to be representatives of the entire
population, which may not be true.

 As the targeted respondents to the question may not have full knowledge about the
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
one single product.
42
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Chapter - 5
Analysis
‫ ﺡ‬Consumer analysis
‫ ﺡ‬Dealers analysis
5.1 CONSUMER ANALYSIS
Total sample: 200
1. What is your profession?
Student:
Under graduate – 7
Graduate -- 12
Post graduate -42
Working professional -127
Businessman -12
Others -0 GRAPH : 1
2. Income Level group?
No income – 38
<10,000 – 32
11,000 – 15,000 – 26
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16,000 – 20,000 – 26
21,000 – 25,000 – 22
> 26,000 – 56
GRAPH : 2
3. Which brand of Hi-Fi system do you own?
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.
4. What type of Hi-Fi system do you own?
ACD HI-FI – 44
VCD HI-FI – 73
DVD HI-FI – 57
OTHERS – 28
Inference: Most of the consumers in

this category possess VCD Hi-Fi
systems followed by DVD Hi-Fis.
44
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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.
7. Do you want your system to be compatible with PC?
YES-167
NO-33
Inference: People are much aware of the

technological features and want their Hi-Fis to
be compatible with PC.
GRAPH : 6
45
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8. Do you require any improvement in the display system of your Hi-Fi?
YES-80 KIND OF IMPROVEMENT: Digitized imaging, more

informative, colorful waves, touch
screen.
NO-120
Inference: 40% of the samples want

improvements in their display system while 60%
of the samples are satisfied with their present
display system
GRAPH : 7
9. How much you can afford for the Hi-Fi system?
5000- 1, 50, 000
Inference: People are ready to spend from min. 5, 000 up to the max. of 1,50,000.
10. Do you need USB port in your Hi-Fi System?
YES-163
NO-37
Inference: People are much aware of the

technological features and want their Hi-Fis to
have USB ports.
GRAPH : 9
46
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11. Would you like to upgrade your Hi-Fi System?
YES-55
NO-145
Inference: Most of the people are satisfied

with their present system and don’t want to
upgrade their present system
GRAPH : 9
12. What is your present perception of AIWA being a brand of SONY?
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
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NO COMMENTS-40
Inference: 43% people would like to purchase

AIWA because it’s now from SONY. While
37% people don’t consider this an important
factor.
GRAPH : 10
INCOME WISE:
NO INCOME:
Total sample: 38
Student:
Graduate -- 7
Post graduate -25
Businessman -0
Others -0
GRAPH : 11
48
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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.
ACD HI-FI – 11 GRAPH : 13

VCD HI-FI – 14
DVD HI-FI – 10
OTHERS – 3

systems followed by ACD and DVD
Hi-Fis.
5. Rank the specific features that you take into consideration while buying an Audio Hi-Fi.
1. BRAND
2. SOUND CLARITY
3. TECHNOLOGY
4. POWER
5. PRICE
6. STYLE
7. SERVICE.
49
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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
Inference: Since most of the people in

this category are students, they are
much aware of the technological
features and want their Hi-Fis to be
compatible with PC.
GRAPH : 14
YES -20
NO -18
Inference: Half of the samples want

improvements in their display system while half
display system.

GRAPH : 15
5000- 60000
Inference: People are ready to spend from min. 5, 000 up to the max. of 60,000.
YES – 31 GRAPH : 16
50
________________________________________________________________________
NO -7
Inference: Since most of the people in this

category are students, they are much aware of the
technological features and want USB port
connectivity.
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
SONY?
YES- 15
NO-20
NO COMMENTS-3

AIWA because it’s now from SONY. While 53%
people don’t consider this an important factor.
GRAPH : 18
INCOME GROUP: <10,000:
51
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Total sample: 32
Student:
Graduate -3
Post graduate - 17
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)
by PHILIPS.
52
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ACD HI-FI – 8
VCD HI-FI – 6
DVD HI-FI – 12
OTHERS – 5

this category possess DVD Hi-Fi
systems followed by ACD and VCD
Hi-Fis.
GRAPH : 21
Fi.
1. SOUND CLARITY
2. BRAND
3. TECHNOLOGY
4. PRICE
5. POWER
6. STYLE
7. SERVICE.
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
________________________________________________________________________
YES-24
NO-8

category are students and working professionals,
they are much aware of the technological features
and want their Hi-Fis to be compatible with PC.
GRAPH :
22
YES-12
NO-20

improvements in their display system while
62% of the samples are satisfied with their
present display system.
9. How much you can afford for the Hi-Fi system? GRAPH : 23
12,000 – 50,000
54
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YES-21 GRAPH : 24
NO-11

category are students and working professionals,
they are much aware of the technological features
and want USB port connectivity.
YES-8
NO-24

their present system and don’t want to upgrade their
present system
GRAPH : 25
SONY?
YES- 16
NO-10
NO COMMENTS-6

AIWA because it’s now from SONY. While 31%
people don’t consider this an important factor.
GRAPH : 26
55
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INCOME GROUP: 10,000 – 15,000:
Total sample: 26
Student:
Graduate -- 2
Post graduate - 0
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
by SAMSUNG and PHILIPS.
ACD HI-FI – 1
56
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VCD HI-FI – 11
DVD HI-FI –9
OTHERS – 5
Inference: Most of the consumers in this

category possess VCD Hi-Fi systems
followed by DVD Hi-Fis.
GRAPH : 29
Fi.
1. SOUND CLARITY
2. TECHNOLOGY
3. BRAND
4. PRICE
5. STYLE
6. POWER
7. SERVICE.
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

category are working professionals, they are much
aware of the technological features and want their
Hi-Fis to be compatible with PC.
GRAPH : 30
YES-10
57
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NO-16

GRAPH : 31
10,000 – 50,000
YES-23
NO-3

category are working professionals, they are
much aware of the technological features and
want USB port connectivity.
GRAPH : 32
YES-6
NO-20

GRAPH : 33
SONY?
58
________________________________________________________________________
YES- 12
NO-7
NO COMMENTS-7
Inference: 50% people would like to

purchase AIWA because it’s now from SONY.
While 27% people don’t consider this an
important factor.
GRAPH : 34
INCOME GROUP: 16,000 – 20,000 :
Total sample: 26
Student:
Graduate -- 0
Post graduate -0
Businessman -2
Others -0
GRAPH : 35
59
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SONY-12
PHILIPS-7
SAMSUNG-1
LG-0
PANASONIC-1
BPL-0
VIDEOCON-0
OTHERS-8 (JVC, ACER, JBL)
GRAPH : 36
by PHILIPS
ACD HI-FI – 4
VCD HI-FI – 12
DVD HI-FI – 9
OTHERS – 2
Inference: Most of the consumers in this

category possess VCD Hi-Fi systems
followed by DVD Hi-Fis.
GRAPH : 37
Fi.
1. SOUND CLARITY
2. BRAND
3. PRICE
4. TECHNOLOGY
5. POWER
6. SERVICE.
7. STYLE
60
________________________________________________________________________
YES-22
NO-4

want their Hi-Fis to be compatible with PC
GRAPH : 38
YES-12
NO-14
GRAPH : 39
8000- 40000
61
________________________________________________________________________
YES-22
NO-4

want USB port connectivity. GRAPH : 40
11. Would you like to upgrade your Hi-Fi

System?
YES-6
NO-20

GRAPH : 41
62
________________________________________________________________________
SONY?
YES- 13
NO-8
NO COMMENTS-5

important factor.
GRAPH : 42
INCOME GROUP: 21,000 – 25,000 :
Total sample: 22

GRAPH : 43
Student:
Graduate -- 0
Post graduate -0
Businessman -1
Others -0
63
________________________________________________________________________
SONY-8
PHILIPS-4
SAMSUNG-3
LG-1
PANASONIC-1
BPL-1
VIDEOCON-1
OTHERS-4 GRAPH : 44
by PHILIPS
ACD HI-FI – 7
VCD HI-FI – 8
DVD HI-FI – 3
OTHERS – 5

systems followed by ACD Hi-Fis.
GRAPH : 45
Fi.
1. BRAND
2. SOUND CLARITY
3. TECHNOLOGY
4. PRICE
5. STYLE
6. POWER
64
________________________________________________________________________
7. SERVICE.
clarity and technology.
YES-18
NO-4

category are working professionals, they are much
aware of the technological features and want their
Hi-Fis to be compatible with PC
GRAPH :46
YES-9
NO-13

display system
GRAPH : 47
8000- 30000
65
________________________________________________________________________
YES-17
NO-5
want USB port connectivity
GRAPH : 48
YES-2
NO-20

their present system and don’t want to upgrade
their present system
GRAPH : 49
SONY?
YES- 8
NO-9
NO COMMENTS-5

important factor.
GRAPH : 50
66
________________________________________________________________________
INCOME GROUP: > 26,000:
Total sample: 56
Student:
Graduate -- 0
Post graduate -0
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
by PHILIPS
67
________________________________________________________________________
ACD HI-FI – 13
VCD HI-FI – 22
DVD HI-FI – 14
OTHERS – 8

GRAPH : 53
Fi.
1. SOUND CLARITY
2. BRAND
3. TECHNOLOGY
4. PRICE
5. POWER
6. STYLE
7. SERVICE
68
________________________________________________________________________
YES-48
NO-8

want their Hi-Fis to be compatible with PC
GRAPH : 54
YES-17
NO-39

display system
GRAPH : 55
10,000- 50,000
69
________________________________________________________________________
YES-49
NO-7
GRAPH : 56
YES-18
NO-38

GRAPH : 57
SONY?
YES- 22
NO -20
NO COMMENTS-14

important factor.
GRAPH : 58
70
________________________________________________________________________
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
Inference: All the respondents have no income.
SONY-2
PHILIPS-1
SAMSUNG-0
LG-0
PANASONIC-0
BPL-0
VIDEOCON-0
OTHERS- 4 (AIWA, KENWOOD) GRAPH : 60
by PHILIPS
71
________________________________________________________________________
ACD HI-FI – 5
VCD HI-FI – 1
DVD HI-FI – 2
OTHERS – 1

this category possess ACD Hi-Fi
GRAPH : 61
Fi.
1. BRAND
2. SOUND CLARITY
3. TECHNOLOGY
4. PRICE
5. POWER
6. STYLE
7. SERVICE.
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
Inference: Since all the people in this category are

students, they are much aware of the technological
features and want their Hi-Fis to be compatible with PC
GRAPH : 62
72
________________________________________________________________________
YES-5
NO-2
Inference: 71% of the samples want improvements in

their display system while 39% of the samples are
satisfied with their present display system
GRAPH : 63
5000- 30000
YES-7 GRAPH : 64
NO-0
Inference: Since all the people in this category

are students, they are much aware of the
technological features and want USB port
connectivity
YES-2
NO-5

GRAPH : 65
73
________________________________________________________________________
SONY?
YES- 4
NO-3
NO COMMENTS-0

important factor.
GRAPH : 66
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
________________________________________________________________________
by PHILIPS
ACD HI-FI – 5
VCD HI-FI – 6
DVD HI-FI – 1
OTHERS – 0

systems followed by ACD Hi-Fis.
GRAPH : 69
Fi.
1. BRAND
2. SOUND CLARITY
3. PRICE
4. TECHNOLOGY
5. POWER
6. STYLE
7. SERVICE.
clarity and price. Since all the people in this category are students, so they are much
influenced by the brand names
75
________________________________________________________________________
YES-8
NO-4

technological features and want their Hi-Fis to be
compatible with PC
GRAPH : 70
YES-8
NO-4

display system
GRAPH : 71
6,000- 60,000
76
________________________________________________________________________
YES-9
NO-3
Inference: Since all the people in this

category are students, they are much aware of
the technological features and want USB port
connectivity
GRAPH : 72
YES-5
NO-7

GRAPH : 73
SONY?
YES- 1
NO -7
NO COMMENTS- 4

factor.
GRAPH : 74
77
________________________________________________________________________
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
by PHILIPS
ACD HI-FI – 12
VCD HI-FI – 14
DVD HI-FI – 15
OTHERS – 3

this category possess DVD Hi-Fi
systems followed by VCD Hi-Fis.
78
________________________________________________________________________
Fi.
1. SOUND CLARITY
2. BRAND
3. TECHNOLOGY
4. POWER
5. STYLE
6. PRICE
7. SERVICE.
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

compatible with PC
GRAPH : 78
79
________________________________________________________________________
YES-17
NO-25

display system
GRAPH : 79
7000- 50000
YES-33
NO-9

category are students, they are much aware of
the technological features and want USB port
connectivity
GRAPH : 80
YES-13
NO-29

GRAPH : 81
80
________________________________________________________________________
SONY?
YES- 22
NO -17
NO COMMENTS- 3

factor.
GRAPH : 82
WORKING PROFESSIONAL:
Total sample: 127
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
________________________________________________________________________
GRAPH : 84
by PHILIPS
ACD HI-FI – 25
VCD HI-FI – 47
DVD HI-FI – 35
OTHERS – 23

GRAPH : 85
Fi.
1. SOUND CLARITY
2. BRAND
3. TECHNOLOGY
4. PRICE
5. POWER
6. STYLE
7. SERVICE.
brand name and technology. Since all the people in this category are working
82
________________________________________________________________________
YES-109
NO-18

are working professionals, they are much aware
of the technological features and want their Hi-
Fis to be compatible with PC
GRAPH : 86
YES-49
NO-78

display system
GRAPH : 87
8000- 50000
YES-109
NO-18

83
________________________________________________________________________
GRAPH : 88
YES-31
NO-96

GRAPH : 89
SONY?
YES- 55
NO-44
NO COMMENTS-28

factor.
GRAPH : 90
BUSINESSMAN:
84
________________________________________________________________________
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
by PHILIPS
ACD HI-FI – 1
VCD HI-FI – 7
DVD HI-FI – 6
OTHERS – 0

Fi.
85
________________________________________________________________________
1. SOUND CLARITY
2. BRAND
3. TECHNOLOGY
4. POWER
5. PRICE
6. STYLE
7. SERVICE.
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

are businessman, they are much aware of the
compatible with PC
GRAPH : 94
YES-1
NO-11

display system
GRAPH : 95
25000- 1, 50,000
86
________________________________________________________________________
Inference: People are ready to spend from min. 25, 000 up to the max. of 1,50,000.
YES-7
NO-5

category are businessman, they are much
aware of the technological features and want
USB port connectivity
GRAPH : 96
YES-5
NO-7

GRAPH : 97
SONY?
YES- 2
NO -4
NO COMMENTS-6

factor.
GRAPH : 98
5.2 DEALERS / DISTRIBUTORS ANALYSIS:
87
________________________________________________________________________
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)
88
________________________________________________________________________
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.
4. Competitive Analysis: (High to Low)
Brand Image: Sony

Philips
Aiwa
Samsung
LG
Panasonic
Others
Looks/Style : Sony
89
________________________________________________________________________
Philips
Aiwa
Samsung
LG
Panasonic
Others
Pricing : Philips
Sony
Aiwa
Samsung
LG
Panasonic
Others
Sound Clarity : Sony

Philips
Aiwa
Samsung
LG
Panasonic
Others
Power (PMPO) : Sony

Philips
Aiwa
90
________________________________________________________________________
Samsung
LG
Panasonic
Others
Technology : Sony
Philips
Aiwa
Samsung
LG
Panasonic
Others
Service : Philips
Sony
Aiwa
Samsung
LG
Panasonic
Others
Target Segment: Philips

Sony
Aiwa
Samsung
LG
91
________________________________________________________________________
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.
8. Sales ratio of VCD vs DVD Hi-Fi’s :
92
________________________________________________________________________
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.
10. Future Pricing Structure:
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.
93
________________________________________________________________________
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.
16. Consumers electronics store in shopping malls:
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.
No: People do window shopping; Many individual outlets are already

existing; Wide range of display is not there.
94
________________________________________________________________________
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
‫ ﺡ‬Finding of the study

‫ ﺡ‬Recommendations
‫ ﺡ‬Conclusion
6.1 FINDINGS OF THE STUDY:
At the completion of the project, the following findings were identified:
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.
95
________________________________________________________________________
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’.
5. 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.
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.
96
________________________________________________________________________
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:
From Dealers Counter:

 Sales persons are not skillful.
 Award winning posters of Philips in some outlets are helping in
sales a lot.
 Many dealers are not giving emphasis on the EMI schemes.
 Aiwa products are not getting proper exposure as Sony ones are
getting.
 Sony doesn’t play local pirated CDs, but Philips can play all
types of CDs.
 Many outlets are not maintaining proper ambience which
affects sales.
From Customers of Hi-Fi systems:

 Ladies prefers sleek models.
 Sony has greatest brand recall and loyalty.
 Hardly handful of people knows that now Aiwa is a brand of
Sony.
97
________________________________________________________________________
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.
 Must position sleek DVD for female segment.
 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.
 Must do more brand building exercise by placing more promotional

materials at dealer’s counter.
98
________________________________________________________________________
6.3 CONCLUSION
The consumer electronics market is a rapidly changing and an attractive market.

The market scenario changes with the strategies of the players in this market. Same
happened with the takeover of AIWA by SONY. The competition in this market increased
a lot after this takeover. However a majority of the consumer base is not aware of this
takeover. Sony of late realized this and is now coming up with new strategies to make
people aware of this.
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
99
________________________________________________________________________
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.
100
________________________________________________________________________
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
Questionnaire for Users

Dear Sir/Madam,
This questionnaire is for the purpose of doing a market survey to know the general
perception of AIWA Hi-Fi systems among the users.
(a) Student (UG, G, PG) (b) Working Professional (c) Businessman

(d) Others _______
(UG-under graduate; G-graduate; PG-post graduate)
101
________________________________________________________________________
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
3. Which Brand of Hi-Fi system do you own?
(a) SONY (b) PHILIPS (c) SAMSUNG (d) LG (e) PANASONIC (f)
BPL
(g) VIDEOCON (h) Others / None _____________
4. What type of Hi-Fi system do you own and what wattage/PMPO?
(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
8. Do you require any improvement in display system of your Hi-Fi? Yes

No
102
________________________________________________________________________
If yes then please specify
____________________________________________________

__________________________________
10. Do you need USB port in you Hi-Fi system: Yes

No
11. Would you like to upgrade your Hi-Fi system

Yes No
If yes, Please specify the up gradation you would like to

do_______________________
12. What is your present perception of AIWA being a brand of SONY?
_____________________________________________________________________
_____________________________________________________________________
________
13. Would you be interested in purchasing an AIWA Hi-Fi system because its
from SONY?
If Yes:
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_______________
If No:
_____________________________________________________________________
_____________________________________________________________________
103
________________________________________________________________________
_____________________________________________________________________
_______________
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
__________________________________________________
2. Name of the person representing dealer or distributor

________________________________________________________________
____
3. Since when this store is functioning?

________________________________________________________________
____
4. How many counters do you have?

________________________________________________________________
____
5. Which Brand of Hi-Fi system do you sell from the counter and what is the
percentage share of the counter?
104
________________________________________________________________________
Quarterly Sales (Quantity) Total Quarterly Sales
%
SONY
PHILIPS
AIWA
SAMSUNG
PANASONIC
LG
OTHERS ____________
6. Who are your potential customers?
(a) Students : Age group:__; Gender: M/F/ Both; Social class:

High/Medium/Low
(b) Professionals: Age group:__; Gender: M/F/ Both; Social class:

High/Medium/Low
(c) Businessman: Age group:__; Gender: M/F/ Both; Social class:

High/Medium/Low
(d) Others: Please specify ___________
7. What is the average investment on the systems?
(a) <Rs 10,000

(b) Rs 11,000 –Rs 20,000
(c) Rs 21,000 – Rs 30,000
(d) >Rs 31,000
8. How do the following brands cater to the following variables?
(1-7, 1 for highest and 7 for the least)
Bran Looks Pricin Sound Power Technolog Servic Target

d / g Clarit (PMPO y e Segmen
Imag Style y ) t
e
Sony
Philips
105
________________________________________________________________________
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
11. How many customers ask for the

feature(Ratio)_____________________________
12. What is the sales ratio of VCD vs DVD Hi-Fi’s

________________________________________________________________
____
13. What are the future trends of the Hi-Fi systems? Suggestions & Comments.
________________________________________________________________
____
14. What Pricing Structure do you foresee of the Hi-Fi in the near future?
________________________________________________________________
____
15. Do you think having chain stores is beneficial?
106
________________________________________________________________________
________________________________________________________________
____
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
107
________________________________________________________________________
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
11. Table of dealers & distributors in Bangalore:.

Dealer Name Phone No. Address
A P Electricals 25250040/ 1960 321/1 CMH Road, Indiranagar,
Bangalore-560038
Arjay Electronics 25800999/ No.132, Wheelers Road, Coxtown,
251250289 Bangalore-560005
Adishwar 23134692/ 93 # 280/107, 19th Main Road, 1st ‘N’
Electroworld Block, Rajajinagar, Bangalore-
560010
Adishwar 26796278/ 79 # 302, 100 Ft. Ring Road, 7th
Electroworld Block, 4th Phase, Banashankari III
Stage, Bangalore-560085
Adishwar 23216808-09 # 1588,1st A Cross, 3rd Main, 2nd
108
________________________________________________________________________
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
109
________________________________________________________________________
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
Pratap Electronics #32/2, 5th Main Road, Chamrajpet,

Bangalore-560018
Pai International 25219466/ 7 28A/1, 100FT Road, Indiranagar,
Bangalore-560038
Pai International 25503625/ 26 7, 17th Main, 5th Block,
Koramangala, Bangalore - 560095
Pai International 23501041/ 2 No.44/1, 1019/A, 2nd Main Service
Road, Vijayanagar, Bangalore-
560040
Pai International 23539783/ 4 373/1, Opp. To R.T.Nagar Police
Station, Bangalore-560032
Sonovision 26648325 30th Cross, 4th Block, Jayanagar,
Bangalore-560011.
Shubham Consumer 23470346/ 7/ 8 No. 431, 1st ‘N’ Block, Rajajinagar,
Durable Pvt Ltd Bangalore-560010
Unilet Electronics 25801727/ 37 97, Wheelers Road, Coxtown,
Bangalore - 560005
Unilet Electronics 26787778 / 2036 # 17, 100ft Road, BTM Layout ,
2nd Stage, Next to Food World,
Bangalore-560076
Unilet Electronics 26614846/ No. 60/45, 50Ft Road, Ist A Cross,
26520263 Hanumanthnagar, Bangalore -
560019
Uniq Enterprises 23537645/ 11, 5th Main, Opp. Vishal
251284131 Medicals, Gangenahalli, Bangalore
110
________________________________________________________________________
- 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
111
________________________________________________________________________
7.3 BIBLIOGRAPHY
References:
MARKETING MANAGEMENT -- 11th Edition
-------- Philip Kotler.
BUSINESS RESEARCH METHODS -- Tata McGraw-Hill (8th) Edition
-------- Donald R. Cooper.
-------- Pamela S. Schindler.
112
________________________________________________________________________
RESEARCH METHODOLOGY METHODS AND TECHNIQUES
-------- C.R.Kothari.
METHODOLOGY OF RESEARCH IN SOCIAL SCIENCES
-------- Krishnaswami.
Websites:
www.sonyindia.com
www.aiwa.com
Search Engines:
www.google.com
www.yahoo.com
113

AIWA Brand Perception After Sony Takeover

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MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA

AFTER THE TAKEOVER BY SONY”

“MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA

A project report submitted in partial fulfillment of the requirements for

I here by declare that the project report entitled

Submitted in partial fulfillment of the requirements for the degree of

To Sikkim-Manipal University Directorate of Distance Education, India, is

The project report of

“MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA

Is approved and is acceptable in quality and form

Internal Examiner External Examiners

(Name, qualification and designation) (Name, qualification)

UNIVERSITY STUDY CENTER CERTIFICATION

This is to certify that the project report entitled

“MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA

Submitted in partial fulfillment of the requirements for the degree of

1.1 EXECUTIVE SUMMARY

2.1 TITLE: “MARKET ANALYSIS AND BRAND PERCEPTION OF AIWA

2.2 BACKGROUND OF THE STUDY

Aiwa-Sony acquisition has sparked tough competition.

Indian consumer electronics market is once again in for tough competition.

2.3 STATEMENT OF THE PROBLEM

2.4 NEED AND IMPORTANCE OF THE STUDY

 What is the change in the perception of consumers?

2.5 PURPOSE OF THE STUDY

 Perception of people of the

2.6 OBJECTIVES OF THE STUDY

The main objectives of this study:

3.1 INDUSTRY BACKGROUND

Executive VP in charge of Consumer Electronics at Philips India, Shiv

3.2 ABOUT SONY

1946- May- Tokyo Tsushin Kogyo K.K. (Tokyo Telecommunications

1947- Feb- Company head office and factory relocated to Shinagawa

1954- May- Sendai plant established in Tagajo, near Sendai, Miyagi

1955- Aug- Japan's first transistor radio, the TR-55, launched

1958- Jan- Company name changed to Sony Corporation.

Distribution and Sony World 3

Products and performance 3

3.3 ABOUT AIWA:

These Innovations include:

 Japan's first cassette tape recorder

 Japan's first stereo cassette deck

 The first company to manufacture digital audio tape (DAT) products

 The first to market a recording headphone stereo

 A leader in mini audio systems.

AIWA, which became a fully owned subsidiary of Sony Corporation ( of which

DVD Mini Hi-Fi System

VCD Mini Hi-Fi System

Micro Hi-Fi System

3.4 ABOUT AIWA-SONY AQUISITION: 4

Aiwa-Sony acquisition has sparked tough competition. Indian consumer

Multiple branding as a concept, which is currently in operation both in CTVs, with

3.5 RENEWING THE AIWA BRAND: 5

In the Indian markets which is unexplored in terms of AV products, a new brand

Sony aims to strengthen its overall electronics business by creating new

3.6 AIWA’S STRATEGY IN INDIA

Aiwa Marketing of India launched uniquely position USB-connected DVD Hi-Fi

The Meaning behind the AIWA logo:

3.7 SONY’S NEW MARKETING STRATEGIES FOR AIWA: 6

3.8 NEW TRENDS IN HI-FI SYSTEMS: 7

 The growth of hardware-based MP3 players is being driven mainly by

3.9 NEW ENTRENTS IN THE MARKET: 7

MP3 players with attitude - Philips-Nike