CASE 18
Price Points Strategy
Samsung is considering the launch of a new brand of CTVs aimed at the lower income rural and semi-urban buyers who are buying their first TV or upgrading from black and white sets. This is the fastest growing segment of the colour TV market in India, expected to account for over 65 per cent of the overall increase in colour sales this year and more than 75 per cent next year, according to industry estimates.
MARKET SHARES
The television market in India is segmented into black and white and color TVs. B&W TVs still constitute the majority of sales. With several MNCs setting up shop in the past two years, CTV sales have shown a sharp rise. This growth has necessarily meant a fall in the share of B&W TV sales. After ...
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