CHENNAI, February 23: Ever since Akai entered the market with its discount schemes, colour television (CTVs) prices have been heading south -- lately hitting new lows.Over a fortnight ago, Crown came up with an exchange scheme offering CTVs for Rs 7,695. Videocon, till last year the number two in the market, has offered a model which costs Rs 7,990 and Shivaki costs Rs 8,790. All, of course, are exchange offers.
Foreign manufacturers, who have stayed away from such schemes, seem to have seen wisdom in the old saying, "if you can't lick 'em, join 'em." Daewoo has its 20-inch model priced at Rs 9,990 and the 21-inch model at Rs 11,990. Thomson has two 21-inch models, priced at Rs 11,490 and Rs 13,490, under exchange schemes.
While this is the scene on the exchange offers, CTV prices, especially in the 25-inch and 29-inch categories, have also crashed. Onida's 25-inch model costs Rs 20,990 and 28-inch costs Rs 24,990. Grundig has brought down the prices of its 25-inch model to Rs 22,990. Only a yearearlier, the same price tags could be seen on the 20-inch and 21-inch models.
Even Sony, which has till now strived to keep itself away from any pricing promotions, joined the bandwagon offering Rs 1,000 discount and a free gold coin on its 21-inch model, priced around Rs 24,050. The scenario is in direct contrast with the kind of market which prevailed in 1996 and early 1997, when the price of a 21-inch was anywhere between Rs 15,000 and Rs 20,000.
All the manufacturers of popular brands have gone on record saying that they would be introducing "economy models" which would break the actual price barriers in the market. And the game plan is to bring in lower-end models to preserve the brand association of the existing range.
Copyright © 1998 Indian Express Newspapers (Bombay) Ltd.
