Microeconomics in Real Life – Household TV

By: Varun Khandelwal

Indian Television Household industry is a great real life example of application of Microeconomics. Till late 80s, Indian Manufacturer like Crown, Salora, Texla, Oscar and Beltek were the market leader of Black & White TVs in India. However, advent of Color TV technology which was great substitutes of obsolete Black and White TV led new market leaders like Videocon, BPL and Onida emerge in TV market. This is a great example of Threat of Substitutes (Color TV overruling B&W TV market) and significant impact of Technology on firms.

Below is the industry analysis of the TV market incorporating Porter’s Five Forces model:

Till late 90s Videocon, BPL and Onida enjoyed leadership and apparent oligopoly in the TV market. However, advent of MNCs such as AIWA, Akai, LG, Philips and Samsung changed the landscape of TV industry. Especially Akai and AIWA which used to work upon procurement/assembly based model brought upon the cut-throat price war in TV market. For an instance, earlier prices of Color TVs used to be around Rs 20,000 for a 21’ TV. However, Akai and AIWA through its smart operations and marketing strategies brought down the same TV cost to almost half. Moreover, it brought concept of TV exchange for the upgraders and rebuyers leading to same TV cost mere Rs 5000. At the same time, world leaders like LG and Samsung started Sales on Volume strategy to push their quality product in Indian market.

From the above table it could easily be observed that with increase in demand the nominal price of TV has decreased significantly and hence obeying the Demand-Supply rule. New Technology advent and price war also led to significant shift in Demand and Supply curve many times. Another point to note is that demand of TV is highly seasonal in India. During festivals and marriage season, there is always a high demand for TV. TV market has become highly competitive market and the life cycle of any new TV has become too small. Currently, TV industry in India is undergoing tremendous changes in terms of Technology and customer segments. New augmented features in TV, becomes in expected and generic within months. New technology based television like HDTV, LCD are replacing traditional color TV very fast. The few important things TV manufacturing/marketing firms should keep in mind are:

1.       Research and Development and Innovation are the key to become successful in TV market.

2.       Quality and trustworthiness is important. TV is still bought by majority consumer for a long term basis so they want good quality.

3.       Smart Pricing strategy is required to have an edge among so many competitors and no product difference.

4.       Consumer Segmentation is important for every TV

5.       Increase in disposable income in India will lead to further increase in Demand of TV.

Hence, we can observe practical application of microeconomics in Household Television industry of India.