May 18, 2018 | Author: Akash Purswani | Category:Documents
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Akash Purswani Roll No 26 TY BMM (Advt.)

Google TV : A new type of TV which links your entire TV watching experience to the internet. You get your Original TV watching benefits plus the advantages of being connected to the World Wide Web 24/7

VES College of Arts, Science and Commerce

INDEX • Introduction • Target Group • Psychographics • Purpose of the product • Research Design • Findings • Conclusion • Recommendations • Bibliography

GOOGLE TV INTRODUCTION Google TV is an Internet-connected television platform. It was announced by Google on May 20, 2010 at Google’s Google I/O event and was co-developed by Google, Intel, Sony and Logitech. Google TV integrates Google’s Android operating system and Google Chrome browser to create "a new experience for television." Google TV officially launched October 6, 2010 with devices from Sony and Logitech.

FEATURES Google TV leverages many of Google’s existing products. Google’s Android operating system provides the underlying foundation, allowing developers to create applications that extend the system’s functionality. Google’s Chrome browser provides a gateway to the Internet, allowing consumers to browse web sites and watch television, in tandem. Consumers can access HBO, CNBC, and content from other providers through the Chrome browser. Partners have built applications that allow customers to access content in unique ways. Netflix, for example, has built an application that allows customers to access Netflix’s large library of movies and television shows. Android and soon Apple phones will be used as remote controls for Google TV. Google TV products ship with wireless remote controls with a full QWERTY keypad.

COMPETITORS Cable Operators, Direct-To-Home (DTH) Operators, IPTV, Internet Live Streaming.

TARGET GROUP Demographic: Socio-Economic Class (SEC) A1, A2, B1 PAN India market – Metros and Semi-Metros Primary Target – Mainly young professionals who have money and are also interested in experimenting with new consumer electronics goods. Secondary Target – The massive TV watching audience who are interested in taking their TV watching experience to a new and improved interactive level. Income: Rs. 50,000+ Gender: Females Age: 24-55 Education: Yes/ No

PSYCHOGRAPHICS People who usually use interactive services provided by DTH operators. People who stream videos online or watch TV programs on the internet. People who are in a rush and do not usually get time to watch their favourite programs and want to record their favourite channel/program. PURPOSE OF THE PRODUCT People should Buy Google TV because it links your entire TV watching experience to the internet. You get your Original TV watching benefits plus the advantages of being connected to the World Wide Web 24/7

RESEARCH DESIGN Problem: A new type of TV which links your entire TV watching experience to the internet. You get your Original TV watching benefits plus the advantages of being connected to the World Wide Web 24/7 Objective: To know whether people will accept this new product’s qualities in replacement to the usual TV that they are used to watching Where the research to be done is: The research is to be done in Metros & Semi-metro areas PAN India. Type of Research: Exploratory; followed by Descriptive. Through exploratory research we can fill the gaps of knowledge about the product. Later in descriptive we will describe the product and ask people of their opinions. Sampling Technique: The sampling technique used for this product would be ‘Area Cluster Quota sampling’. Area: Since the market is PAN India market- Metros like Mumbai, Delhi, Chennai and Kolkata and Semi–metros like Pune, Nagpur, Hyderabad, Bangalore, Lucknow, Ahmadabad, Bhopal, etc. Cluster: The total area to be studied here is very large, thus we use a convenient way and divide the area into a number of smaller non-overlapping areas and then randomly select a few areas from each cluster. It is a non-probability sampling.

For example: We need to carry out our research in Mumbai in areas where people living have a salary above Rs.50,000 i.e. SEC A1, A2, B1. Thus the A1 cluster includes Malabar Hills, Cuff Parade, Worli Sea face, Bandra Pali Hill, Juhu, etc. A2 includes Tardeo, Dadar, Andheri, Mahim, etc. B1 includes Chembur, Ghatkopar, Parel, Santacruz, etc. Thus from the above 4 clusters we randomly select 2 areas each, this will be cluster sampling. Quota: This involves fixing of certain quotas which the interviewer has to follow. The various sub-classes in the target market are selected as above in clusters and quotas based on income group and gender are assigned to each cluster. Our segmentation here being men and women we will interview 60% men and 40% women, as the product demands. For example: In the cluster Nerul Sector 4,6,17,19,23,25 are posh sectors with families having monthly income of Rs.60000+ and working men and women Whereas sector 27, 44,2,48 have households with monthly income of 50000+ and more number men and women Thus households from each quota are selected.

Sampling Frame: Households in metros and semimetros with monthly income of Rs.50,000 + Sampling Unit: Males and Females both working Sample Size: The scientific sampling size is 225 in a homogenous group i.e. each cluster, as it gives a minimum error of +/- 10% Sample break-up: The areas selected are divided on the basis on income group Type of Interview: in- depth interview QUESTIONNAIRE The In-depth interviews were conducted with some basic questions in mind. The aim of the interview was to realize the value of such a proposition in the mind of the people and if it such a product can replace the currently available alternatives. The questions that were asked were related to the product and to the features and benefits that came with the product. They were about the competitors and the existing product and how important do they feel this product can be to their lives. A very personal approach was taken and a gradual and in-depth response was generated from the respondents to conclude the various findings about the product

FINDINGS TV watching time

1 hour 1-3 hours 3-5 hours 5+ hours

50% of the people interviewed watched TV for 3-5 hours in a day, which is quite impressive as it is more than 10% of the time in a day, on the other hand internet is more popular among them. Internet Usage Time

1 hour 1-3 hours 3-5 hours 5+ hours

FINDINGS Type of service

Cable Operator CAS DTH IPTV

Majority of the people rely on Cable service to fulfill their entertainment needs whereas DTH comes a close second. However it must be noticed that Cable remained the favorable choice because of its cheaper rates and people said that given a choice they will prefer DTH over cable as it is more interactive and has better services in terms of quality and number of channels. Also some people made a point that the existing DTH providers did not give them strong enough initiative to move on from their existing cable services to DTH.


Quotes: “I watch television for the purpose of entertainment and thus I try to get as much as I can out from my television” “Television and internet in one is something that I do regularly on my PC, but if there was an option I would get the same and that to optimized for the big screen I surely will have a look into it” “My TV watching experience is the most simple and easy experience I go about in my hectic day… I would rather not complicate it by looking into new things that will make it more complicated” “I have always used the Google search engine for almost every search related query but I’m not sure if I can trust them with something like my TV… its like buying a motorcycle that says MARUTI” “We have Television on our mobile handsets then why not have a bit of Internet in out Televisions… it is a social world after all and I see a lot of potential in this thing”


Many people have strong likings towards an idea such as the Google TV as it was clearly indicated but some believed that this would just complicate stuff more for them The people who used internet on a very regular basis were more inclined towards having a TV that can incorporated he features of the internet as it will enable them to have better multimedia options. Whereas those who didn’t spend much of their time on the internet felt that an internet TV will find it hard to survive as if will be priced more than the other TV and for the sake of the additional features that will never come handy All of them believed that a product like this if priced competitively can leave a mark in the minds of the people and even go on to be a revolution Majority of them claimed that if such products were produced by Sony and Samsung only then will they look forward to buy it as they have proven experience that is needed to bring in such a product and optimize the experience to the consumers


The pricing should be kept competitive so that more people find it worthy buying Hardware manufacturer should use their market experience to popularize the product to a mass audience Special content and various add-ons can provide a whole new dimension to the entire web based TV experience


Wikipedia – Google Labs – Sony India – Tech Radar –

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