INTRODUCTION

• British Physical Laboratory (BPL) is a Private Limited

Company
• It was founded by TPG Nambiar in 1963 in Palakkad, Kerala,
and is headquartered at Bangalore, Karnataka.
• Manufactured hermetically sealed precision panel 
• Core Businesses- Consumer Appliances, Home
Entertainment & Health Care.
 PRODUCT LIFE CYCLE OF BPL
Product Life Cycle involves 5 stages: product development, introduction, growth, maturity and decline.

Product development:
It begins when the company finds & develops a new – product idea. During product development, sales are
zero and the company’s investment costs mount. In case of BPL it lies from 1963- 1982.
Introduction:
Introduction is a period of slow sales growth as the product is introduced in the market. Profits are
nonexistence in this stage coz of heavy investment in product introduction. BPL introduce itself as a COLOR
TV manufacturer in 1982.
Growth:
Growth is a period of rapid market acceptance and increasing profits. In BPL it lies from 1985-95.
Maturity:
Maturity is a period of slowdown in sales growth because the product has achieved acceptance by most
potential buyers. Profits decline coz of increase marketing outlays to defend the product against competition.
In BPL it lies from 1995-2000.
Decline:
Decline is the period when sales fall off and profits drop. In BPL it has come from 2000 ownwards.
 4 P’S
PRODUCT
BPL provides a wide variety of products to its customers. They are as follows:
• Mobiles
• Landlines
• Home Entertainment
• Household
• UPS
• Home Lightining
• Refrigerators
• Gas tables
• BPL also provides a wide range of Professional Products they are as follows:-
• Medical system
• Enterprise communication
• Energy Communication
• PRICE
• In India, the choice is not between being a volume brand or a premium
brand. The size of each market segment in every price brand starting
from Rs. 5000 to Rs 70000 is significant. While there is also a big
market in the middle and upper price points.
• BPL are maintaining price competitiveness through overall reduction in
the cost base. With efficient global sourcing of components,
productivity enhancement and supply- chain efficiencies, More over, we
have leveraged on the strong-in house design capabilities to introduce
new value-engineered products to compete at the lower price points.
• PLACEMENT
• BPL products are currently available in 2500 retail and Multi
Brand outlets across the country. Most Retail outlets are not
in cities.
• BPL has its footprint across the country through a distribution
network comprising of over 7000 channel partners.
PROMOTION

• VID
 S.W.O.T ANALYSIS OF BPL

•   STRENGTH 

• Mr. Ajit Nambiar, Chairman and Managing Director, BPL LTD, says BPL

to build on its strengths like product quality, money value, proposition &
presence across market segments. ACC. To him, BPL has good presence in
non- metro cities and towns, especially in SOUTH. If company backs it
up with service excellence, it could become a strong regional brand and
then can expand its presence to metros. He says that the customers will
find BPL products aren’t sold at different prices in different showrooms
• WEAKNESSES 

• Market share of BPL in 1999 was 36% and it has dropped to 29% in
2000 and 27%in 2001. Another reason for BPL to worry is that as income
increases, BPLpreference decreases; LG, SONY, ONIDA are preferred by
high income groups.A fascinating aspect of study is that buyers give 100
out of 100 to LG in latest technology as compare to BPL who gets
66.7. For introducing latest models LG has 90.9 while BPL has 71.4.
• OPPORTUNITIES 

• There were predictions in markets that the market will

grow to 18.8 million units by 2011, at growth rate of 9% from
12.1 million units in 2006. As market is increasing BPL have
an opportunity to position itself in market & to regain
its market share.
• THREATS 
• It has been observed that whatever sector is booming,
consumer tend to postpone their durable purchases, and
invest money in either stock market or real estate. ”Regular
power supply is imperative for any consumer
electronics product.” The other threat is emergence of retail.
Retailers give consumers huge discounts on these products
to win over consumers which in turn squeeze their margins
 VALUE CHAIN ANALYSIS

• BPL's value-chain analysis is an analytical framework that

assists in identifying business activities that can create value
and competitive advantage for our global electronics
company. Figure 1 below illustrates the essence of value
chain analysis.
BPL PRIMARY ACTIVITIES
•BPL Inbound logistics
•Bpl has 579 suppliers globally and the company’s supply chain includes over 2,700
suppliers in various industries across the world. The majority of bpl suppliers are
based in Asia and accordingly, 79.4% of its supply-chain expenses occur in Asia. 
•Bpl Electronics Logitec, established in 1998, is an integrated enterprise logistics
management agent that serves logistics needs of the company with 540 employees
and 8,60 partner employees around the globe. Our major inbound logistics consists
of silicon gold and other metals supplied through shipping.
•BPL Operations
•Bpl Electronics is a global company that operates 38 production bases in 17
countries around the world. The company manufactures 90% of its products in-
house.  Samsung operations are divided into three key divisions:
•IT & Mobile Communications (IM)
•Consumer Electronics (CE)
•Device Solutions (DS).  
• BPL Outbound logistics
• Although Apple is considered the pioneer in smartphones and Samsung has been
quick to compete with it we believe are devices are revolutionary and will eventually
become the industry standard. The outbound logistics consists of our smartphone
transported through shipping or locally by courier either usually by order through
Amazon or Flipkart.
• BPL Marketing and Sales
• Marketing and sales as primary activities aim to channel the attention of the target
customer segment to the perceived competitive advantage of the brand associated
with high quality and advanced functions and capabilities of products. Bpl marketing
budget has amounted to 102 Crores. The marketing budget is spent on print and
media advertising, events and experiences and public relations programs and
initiatives. 
• An effective appeal to customer needs and wants in an emotional level is one of the
main sources for value creation for BPL in marketing and sales aspects of the
business.  For example, Our commercial series ‘Do What You Can’t’ encourages
members of the target customer segment to be bold in terms of pursuing their dreams
and passions. Importantly, these commercial series position BPL products and services
as effective tools that can be used to pursue passions and achieve dreams.
• BPL Service
• BPL strives to deliver the customer services of the highest
standards. The company conducts customer satisfaction surveys
managed by external parties in a regular manner in order to
achieve and sustain high levels of customer satisfaction. There is
a universal phone number for BPL Direct Support and unlike the
majority of multinational enterprises; BPL promises to get back to
customers in developed or developing countries within 24 hours.
 MARKETING STRATERGIES FOR
REPOSITIONING “ BPL”

• Opening an Online store and selling products through other online sites.
• Introducing combo offer such as PRODUCT and giving toys with them to attract
children’s.
• Advertisement in newspaper, radio, television , internet and even at metro station.
• Giving discount to companies so that they buy products in bulk and also advertise
them.
• Other Major advertising and promotion schemes so that they can go in the minds of
consumers.
• Investment in brand equity to revitalize brand image to associate it from ‘dull- boring’
to” fun-frolic”.
• Also create a better service and customer experience as it is the best way to retain
and attract new customers.
1963

2011
Believe in the best

2018
REDESIGNING THE COMPANY
• BPL was a hit during the 1980’s to the early 2000’s.
• One of the most trusted companies of the time.
• BPL was a household name, but the name faded as times changed and the company failed to
cater to the fast advancing consumer needs.
• As the products and technology was evolving BPL was slow to accept this change and
develop new products and new players in the market took over.
• Redesigning the company would be focusing on redesigning the products and developing
newer and updated products to compete with current players in the market.
• BPL was a household name until the early 2000’s, and most consumers at this point in time
grew up with a BPL product at their homes and this makes it easy to market the product.
• Trust factor in Indian consumers play a vital role, leveraging this built up trust we will
advertise our products to the masses.
• Outdated products will be removed from the catalogue.
• Production of all components will be done in the Indian subcontinent ensuring lower cost.
 REDESIGNED PRODUCTS

• BPL Flagship smartphone – X1 ( will be revoked every year upgrading to latest

tech)
The new BPL (insert name of smartphone) is a smartphone that is here to
revolutionize the industry. Utilizing the only major homegrown processor, the
(NaMo420) architecture is now tested to outperform both Apple and other android
devices.
The smartphone ships with android meaning it will be an easy and familiar switch to
your new smartphone, but the different processor translates to better image
processing and A.I capabilities.
Tying into our medical equipments business, we have integrated state of the art mini
sensors into the phone that can measure your heart rate, BP, UV Rays exposure,
temperature and humidity.
This flagship will be placed at the price range of 40k- 50k, as the components are
manufactured and produced in India we can cut down costs.
• BPL Nebula Range of smartphones –
Smartphones that are in the economical price ranges to apply to all consumer levels.
Different models to appease different types of consumers

• Smart Home Appliances

All household appliances like Smart TV’s, refrigerators, washing machines, air
conditioners, dishwashers, all pre existing products manufactured by us, but just
smarter.
With Voice control and connectivity to Home assistants like Google Home, Amazon
Alexa & Apple Homepod. Control our products by just talking to them.
PRICE AFTER REDESIGNING

• We are aiming to reduce costs as much as possible to keep

the prices controlled by productivity enhancement and
supply- chain efficiencies.
• We will cater to all tiers of consumers with varying products
within their price range.
PLACEMENT AFTER REDESIGNING

• We will offer our flagship smartphones on exclusivity basis on

Amazon/Flipkart
• Other products will be available both online and in offline retail
stores.
• Smart Home appliances will be released only in cities first and will
slowly roll out to other retail centers.
• We will use our already existing network of distributors to help
enhance the reach of our products.
PROMOTION

• Advertisements in Paper and on TV.

• Online Ads on ecommerce platforms and blogs relating to
products
• Area/City specific ads showing all retail partners in that
city/area.
THANK YOU !