Financial Daily from THE HINDU group of publications
Thursday, Jun 06, 2002
Marketing - Marketing Research
ORG pegs BPL on top; LG differs
BANGALORE/NEW DELHI, June 5
THIS is bound to kick dust. The latest ORG-Marg figures indicate BPL's continued stint at the top of the Indian colour television (CTV) market while in recent weeks, LG has made independent claims to leadership position through advertisements and media reports.
The ORG-Marg data for April suggest that BPL has consolidated its top slot with 17.2 per cent market share even as LG secured the second spot with 12.1 per cent. But LG, quoting internal sources, has claimed a market share of 18 per cent in April.
In fact, ORG figures show that BPL improved its market share to 17.2 per cent in April from 15.2 per cent in the previous month. These figures convey a similar jump in LG's share to 12.1 per cent, up from 10 per cent in the month of March.
BPL, based on ORG-Marg data, has claimed a cumulative market share of 17.1 per cent in the first quarter (January-March) of this calendar year as against LG's 9.5 per cent.
In value terms, BPL with 16.5 per cent was ahead of LG's 12.7 per cent in April. Roughly 7,01,600 sets were sold during the month with a total value of Rs 787.50 crores. However, LG has contradicted ORG data on total sales in April. The company claims that sales were much lower at 4,75,000 sets.
Onida, which staked claim to the second position with 11.6 per cent in the first quarter, slid in April to 10.9 per cent. Videocon also suffered reverses with its market share plummeting to 8.3 per cent. This brand is now in the fifth position below Samsung with 8.5 per cent share.
Meanwhile, LG, through media advertisements, has also staked claim to the top slot in the month of May. The company's claim is based on "internal sources" and not based on formal surveys by any professional agencies. ORG-Marg data for the month of May is awaited.
Interestingly, an anonymous advertisement in a leading financial newspaper today has urged all "ORG affected persons" to take legal action against ORG for its biased reports.
"Lately, it is noticed that ORG, which carried out market surveys of various products, is preparing reports based on insufficient and unauthenticated databases and samples," the ad said.
When contacted, ORG-Marg said it would counter baseless allegations with an official statement shortly.
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