Indian smart TV market : a case of Realme's entry / Brij Mohan Taneja, Sandeep Puri.

Format:

Book

Author/Creator:

Taneja, Brij Mohan, author.

Puri, Sandeep, 1972- author.

Series:

SAGE Business Cases.

SAGE Business Cases

Language:

English

Subjects (All):

Television--Receivers and reception--India--Marketing--Case studies.

Television.

Digital television--India--Marketing--Case studies.

Digital television.

Physical Description:

1 online resource : illustrations.

Other Title:

Indian smart television market

Place of Publication:

London : NeilsonJournals Publishing, 2021.

Language Note:

English.

Summary:

The case describes Realme's plans to launch its smart TV in India amidst multiple smartphone makers and electronics giants in the fray. In March 2020, Realme, a Chinese startup, announced the global debut of its smart TV in India in the second quarter of 2020. Followed by Realme India CEO Madhav Sheth's predictions that the company would be disruptive with its aggressive pricing and would clock ₹30 billion in sales from the 20 new product categories it planned to launch over the year. His assurances came on the back of good growth in 2019, where Realme earned ₹147 billion from the sale of 15 million smartphones. This case tries to analyze the steps Realme took to reach its goals of doubling its sales revenue in 2020, becoming one of the Big Five manufacturers by 2021, and achieving the sale of 1 million smart TVs in India by December 2020. In the face of stiff competition and pricing, what go-to-market strategies can Realme adopt for the e-commerce launch of its smart TVs? How would it segment, target, and position its smart TVs?

Notes:

Includes bibliographical references.

Description based on publisher supplied metadata and other sources.

ISBN:

1-5296-1096-6

9781529610963

OCLC:

1355859414