consumer durable 28feb 0808

8/2/2019 Consumer Durable 28feb 0808

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C O N S U M ER D U R A B L ESOctober 2007

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2/27

C O N S U M E R D U R A BL E SSSS

The Indian Consumer Durables Industry

can be segmented into 3 Key Gr oups

Consumer Durab les

White Goods

Refrigerators

Washing Machines

Air Conditioners

Speakers and Audio Equipments
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3/27

E




Consumer Durab les

Kitchen Appliances/B rown Goods

Mixers

Grinders

Microwave Ovens

Ir on

Electric Fans

Cooking Range

Chimneys
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4/27

C




Consumer Durab les

Consumer Elect r onics

Mobile Phones

Televisions

MP3 Players

DVD Players

VCD Players
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5/27

C O N S U M E R D U R A BL E SSS

Several key trends are driving growth in the sector

Income growth and availability of financing

Disposable income levels are rising and consumer financing has become easier

Increased affordability of pr oducts

Advanced technology and increasing competition

are narrowing the price gap and the once expensiveappliances are becoming chea per

Increasing share of organised r etail

Urban and rural markets are growing at the annualrates of 7%10% and 25%, respectively, with organisedretail expected to garnera 10% share by 2010 from amere 3%share at pr esent
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6/27

C O N S U M E R D U R A BL E SS

Several key trends are driving growth in the sector

Entry of heavyweight retail players isincreasing competition

Competitive evolution of organised retail due to theentry of heavyweight players like Croma, E Zone andRelianceDigital is stimulating the demand thr oughexposur e

to experiencesIncreasing appreciation of the Rupee

Raw materials constituting almost 75% of the costsare mostly imported and willnow be chea per
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7/27

C O N S U M E R D U R A BL E S

Consumer Durables is one of the fastest growing industries in India

Industry sales were US$ 4.5 billion in value,in 2006-07 and mo re than 7 million units involume terms

Key Consumer Durables - Share b y Volume (%)

34% 30%

5%

18%

13%

n Colour TVs n Refrigerators n

Air Conditioners n Washing M/Cs nOthers
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8/27

Projected Growth RatesColour TVs 25-30%Refrigerators 18-22%Washing Machines 15-20%Air Conditioners 32-35%Others (including VCDsand DVDs)

35-40%

Consumer Durables is one of the fastest growing industries in India

A strong growth is expected acr ossall key segments
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9/27

Overall, the sector is a dynamic one, with significant growth oppor tunities

HIGH

MEDIUM

LO W

Threat of New Entrants

Most current players are global players

New entrants willneed to invest in Brand,Technology and Distribution
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10/27


Supplier P o w er

Indigenoussupply base limited - most rawmaterials are imported

Competiti ve Rivalry

Number of well established players, withnew players entering

Good technological capability

Many untapped potential mark ets
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11/27


Customer P o w er

Multitude of brands across price points - wide varietyof choice for customers

Threat of Substitutes

Unbranded products and cheaper impor tscould enter the mark et
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12/27

Some of the attractive areas f or investment include

High End Colour TVs

Plasmadisplay panels and liquid crystal display TVshave registered an average growth of more than 250%in 2006-07 and the trend is expected to continue

Split Ai r -conditioners

Split ACs have been growing at a much faster ratethan window ACs - Growth of 97% in 2006-07 ascompared to a 32% growth of window ACs
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13/27

Some of the attractive areas f or investment include

Mobile Phones

Production is expected to grow at a compound annualgrowth rate (CAGR) of 28.3% from 31 million units in2006 to 107 million units in 2011

Low mobile penetration and favourable government

policies are driving mobile phone Original EquipmentManufacturers (OEMs) to set up manufacturingfacilities in India

Distribution and Retail

With the rural and semi-urban markets creatingopportunity and an almost sedentary urban mark et, theneed to have a strong distribution network is crucialf or the companies to remain price competitiv e
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14/27

Attractive States f or Investment

Key parameters used for determiningattracti veness of states:

Incentives f or manufacturing sector

Consolidation of factors, includingskilled workf or ce

Proximity to demand centr es

Proximity to ports f or raw material impor ts

Maharashtra, Uttar Pradesh and Tamil Naduare attracti ve locations for investment inmanufacturing consumer durab les.
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15/27

Several global players are well established in the Consumer Durables sector

in India, with competition from strong Indian players

Some of the key players in the sectorin India include:

Samsung

Philips

LG

Whirlpool

Nokia

Sony
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16/27

A successful MNC in India Sample case

Situation

Mobile phone landscape in 1995 was oneopen business opportunity f or all the playersto capture and succeed

Nokia s Key Strate g y

Being f ocused and ahead of the cur ve

Invested in each vertical of the handset ecosystemmanufacturing, distribution and design R&D

Parent company is always ready to investmore in India
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17/27

A successful MNC in India Case Study

Key Success F actors

Strong Distribution Network

India has some 95,000 outlets that sell mobile phoneswith a conservative estimate of 50,000 of them sellingonly Nokia

Manufacturing Edge

Nokia has several R&D centres and labs in Indiaincluding a $150 million handset manufacturing facilityin Chennai set up in 2005

The Mother Brand

Whether it is N series or the E series, thekey f ocus is the Mother Brand Nokia
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18/27

A successful MNC in India Case Study

Key Success F actors

Local Pr oducts

Custom-made mobiles f or Indian conditions: Nokia1100, having a torch built into a mobile phone helpsin a country with frequent power cuts - distinct andtangible benefit

Such examples highlight the Key Success F actorsto succeed in the Indian mark et
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19/27

Success in the industry would depend on addressing

key factorsMarket Positioning and Branding

Addressing key customer requirements that actas demand drivers by proactive marketing andestablishing strong brand association

Product T echnol o g y Providing technologies that benefit the customer

through - low power consumption, low servicerequirement, low cost of operation, etc .
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20/27

Success in the industry would depend on addressing

key factors

Distribution and Service Net w ork

From saturated urban regions to low penetrationrural areas and tier II/IIItowns, distribution netw ork and brand recognition willcontinue to play mor esignificant r oles

Attracti ve Locations

With raw materials f orming a significant chunk of costs, production facilities located near portsto import cheaper raw materials could pr ovidean advantage
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Profiles of Key Indian Consumer Durables Players

Bluestar

Largest central air conditioning company with anetwork of 23 offices, 4 modern manufacturingfacilities and around 2,000 employees

Established leadership in the field of commercialrefrigeration equipment ranging from water coolersto cold storages

The company plans to increase its production capacity by setting up a new manufacturing plant at Thane andenhance its product range, which includes developingspecial purpose products and comfort applications


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MIRC Electr onics

Commands strong brand equity among consumers,largely owing to the success of its Onida brand

Finest design has made the company a leading player in the electronics and entertainment business toda y

Planning to set up a manufacturing plant inUttaranchal f or manufacturing various consumer electronic pr oducts
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V oltas

Offers engineering solutions in areas such as heating,ventilation and air conditioning, r efrigeration,electro-mechanical projects, textile machinery,machine tools, mining and construction equipment,materials handling, water management, building

management systems, indoor air quality and chemicals Operations have been organiaed into 4 independent

business specific clusters: air conditioning andrefrigeration, unitary products, engineering pr oductsand international operations

Tied up with RBSHome Appliances Ltd f or the use of

640 service centres that Voltas has across the countr yf or after sales services
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v


Videocon

Market leader of consumer electronics and homeappliances in India - manufactures home appliancessuch as refrigerators, microwave ovens, compressors,ACs and washing machines

Planning to acquire Dae woo s consumer electr onic businesses worldwide to bring LCD TVs, Plasma TVsand components into its f old and also helpsin having a consuming partner f or the r ecentl yacquired Thomson s picture tube business
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b


Bajaj Electricals

Engaged in marketing of various consumer householdand industrial goods

Manufactures erection and commissioning of transmission line towers, telecom towers, mobiletelecom towers and wind energy towers

Planning to outsource manufacturing of gas appliancesand water dispensers, which will be marketed under itsown brand

Planning to introduce inverters and 2 new linesof business
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D ISCLAIMER

This presentation has been prepared jointly by the India BrandEquity Foundation (IBEF)and KPMG Advisory Services PrivateLimited (Author).

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