Market review of television sets in Ukraine

Market review of television sets in Ukraine
Market review of television sets in Ukraine
Kiev 2009
MARKET REVIEW OF TELEVISION SETS
Research plan
1. General Market Description....................................................................................................................3
1.1. Description of the Ukrainian Market .............................................................................................................3
1.2. Classification of Home Television Sets (share in the market, %) ............................................................3
Source: Contracts ...................................................................................................................................................3
- CRT ........................................................................................................................................................................3
- Plasma ...................................................................................................................................................................4
- LCD ........................................................................................................................................................................5
- LED/OLED.............................................................................................................................................................6
1.3. Basic Parameters of the Market of Home Television Sets, Calculation of the Market Capacity.........6
2. Production and Sale................................................................................................................................7
2.1. Production and Sales of Home Television Sets (All Types), in numbers ...............................................7
2.2. Production and Sales of Home Television Sets (All Types), in money terms........................................9
3. Foreign Trade.........................................................................................................................................10
3.1. Export (Structure, Geography) ....................................................................................................................10
3.2. Import (Structure, Geography) ....................................................................................................................11
4. Basic Market Operators (TOP 15) ........................................................................................................17
4.1. List and Description of the Basic Market Operators ................................................................................17
4.2. Structuring of the main operators ...............................................................................................................19
4.3. Market shares of the main operators .........................................................................................................20
5. Price and pricing on the market ..........................................................................................................21
5.1. Price situation on the TV market (analysis of the price structure) .........................................................21
5.2. Comparative analysis of prices ...................................................................................................................21
5.3. Dynamics of average prices of TVs for the period 2005-2009 ...............................................................23
6. Range of products on the market (brands, volumes)........................................................................24
7. Consumption of goods .........................................................................................................................26
8. Distribution channels............................................................................................................................28
9. Summary. Forecast for the market capacity until 2011.....................................................................30
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MARKET REVIEW OF TELEVISION SETS
1. General Market Description
1.1. Description of the Ukrainian Market
Popularity of HD television sets (HDTV) is
a result of powerful promotional campaign
organized by manufacturers of household
appliances. Literally for several years, vendors
have made consumers believe that a modern TV
set and a HDTV are inseparable notions.
Practically all recent models of flat panel
displays can receive HD signal (HDTV-ready).
They cost 25 percent more than TV sets with
PAL/SECAM or NTSC only. Current tendencies
of the market have had an impact on the post
‘Soviet’ countries, and on Ukraine in particular.
For instance, 320,000 LCD TV sets at the cost
of 256 million USD were sold in Ukraine in 2007,
and in 2006 the segment capacity had hardly
reached 100 million USD. About 75 percent of
LCDs that are sold in Ukraine support HD
technology.
First HD-compatible receivers received
signal with a definition that is larger than the
standard one (broadcast), but the image was no
better. Consumers could use HD video players
or HD video receivers, but they still failed to
have the promised high definition picture.
HDTVs-ready have followed them.
Nevertheless, they also do not ensure full value
HD picture. Number of pixels in the HD-ready
picture with the definition 1280 х 720 pixels
reaches one million. It is about half as large as
Full HD – full value television with high definition
with a picture 1920 х 1080 pixels.
Models available in the market support
HDTV and are equipped with Automatic Picture
Control system that is a small sensor equipped
with camera which can register illumination
(lighting) parameters in the room and
automatically
regulate
screen
brightness
(saturation).
The major part of the market of modern
TV sets is occupied by LCD models (without
taking into consideration CRTs which are
gradually pushed to the sidelines). It is
conditioned by several reasons: LCDs are more
power saving; picture is better from the point of
view of quality than in CRTs; production
technologies are simpler and cheaper than
those for plasma and OLED prototypes.
1.2. Classification of Home Television Sets
(share in the market, %)
Depending on the technology applied,
current TV sets may be divided into four types:
ordinary with cathode-ray tube (CRT), projection
(CRT, LCD or projector may be used as a
source of picture), plasma and LCD.
Diagram 1.2.1
Shares of TV Sets in the Ukrainian Market, %
Type of a
television set
Plazma
LCD
CRT
Projection and
portable
2006
2007
2008
2009
1,5
5,4
93
2,7
15,1
82,1
3,8
28,9
67,1
4,4
39,2
56,1
0,1
0,1
0,2
0,3
Source: Contracts
- CRT
The history of CRT TV sets numbers over
one hundred years. Kinescope (picture tube) is
the basic part of a CRT TV set. Kinescope
screen is covered with phosphorous containing
content. Flow of electrons (electron beam)
makes phosphorous pixels light – red, green or
blue light. Electron beam moves making a color
line consisting of active pixels. Then, it moves
down and creates the next one, etc. Speed of
beam movement is high, and eye perceives the
integral picture.
Technology retains rather large potential.
Leaders of TV industry continue producing CRT
TV sets to every fancy. Although displays are
not so large as projection systems, a wide scope
of technical solutions makes CRT an attractive
option for clients with different demands.
Currently, models with convex, flat and ‘super
flat’ kinescopes are available.
Price of a TV set with a convex kinescope
varies within the limits of several hundreds USD.
That is why anyone can afford it. Most buyers
are entirely satisfied with the features of such a
kinescope. Flat kinescopes are deemed a
modern tendency in CRT development. LG
(Super Flat), Sony (Super Trinitron) are the few
brands which offer TV sets with super flat
display. Quality of picture on such a screen is
comparable to the quality of a picture behind the
window glass. Such displays have wide angle
and stylish modern design.
Currently, four basic types of large CRT
TV sets depending on their size are available 28, 29, 32 and 34 inches. The second group is
the most popular and numerous: number of
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MARKET REVIEW OF TELEVISION SETS
models presented in the market is calculated
nearly in hundreds. Unlike more compact TV
sets, they are the most difficult for choice since
they are technically sophisticated.
To make the right choice, it is first of all
necessary to determine the format of your future
TV set - 4:3 or 16:9. To watch TV programs or
video, 4:3 format TV set is the best choice (29,
34 inches); to use DVD, 16:9 display (28 and 32
inches) is more preferable, since it allows
experiencing atmosphere of the cinema.
Scan of a CRT TV set is not the least
important factor. Normal television broadcasting
is performed with transmission of 50 half-frames
during one second and with the relevant display
of such half-frames on the screen. It means that
50 half-frames are displayed within one second.
In this case, we are speaking about 50 Hz
technology. In case of 100 Hz technology, every
half-frame is stored in TV receiver, and its
display is repeated. It results in reduced
flickering effect and quieter picture. 100 Hz
technology itself has several drawbacks which
include but not limited to video capture and
digital loop in case of rapid movement of
objects. To avoid these drawbacks, different
technologies are used, for example, Digital
Mastering or Digital Natural Modion.
Some models have in-built processors of
home cinema Dolby Pro-Logic and Dolby Digital
(with backside acoustics provided) which allow
creating home cinema by connecting of video or
DVD player. Nevertheless, in spite of the fact
that such systems are user friendly, from the
point of view of quality, they are worse than
systems with additionally connected AV amplifier
(receiver) and acoustics.
- Plasma
This term may imply two devices that are
indistinguishable from the point of view of
exterior, but quite different from the point of view
of their essence: plasma TV set and plasma
panel. The former has all attributes pertaining to
any TV set – it receives TV programs and
displays them with sound which is played via inbuilt speakers. It means that it is a ready for use
self-sufficient product. The matter is quite
different with plasma panels: panel means
simple screen (or display) which does not have
any in-built TV tuner, and it is not a TV set at all.
The principle of functioning of any plasma
screen/display (PDP - Plasma Display Panel) is
based on the controlled cold discharge of gas
(as a rule, xenon and neon) that is in ionization
state. It is all called ‘cold plasma’ - wherefrom
the name comes.
Like everywhere, dot or pixel is a
minimum picture unit on the screen. In plasma
display, a combination of three subpixels is used
to generate color of every separate dot; every
such subpixel corresponds to one of three main
RGB colors (Red, Green and Blue). Cells are
located between two glasses with distance
between them equaling to 0.1 mm (100 micron).
During the electric pulse on electrodes, part of
charged ions starts UV emission. In most cases,
radiation or emission band depends on gas used
in a certain model.
UV rays act upon special fluorescent
covering which emits visible light. UV rays are
very dangerous for human eye, but in this case
up to 97 percent of harmful emission is
absorbed by external glass. Brightness and
color saturation may be regulated by simple
change of control power: the more intensive
power is, the more photons are radiated by gas,
the more intensive light fluorescent film has, the
brighter picture on the display we obtain.
Operational life of plasma panel or TV set
does not mean the time of plasma breakdown, it
means an expected time of loss of initial image
intensity and brightness. Nevertheless in spite of
such a parameter, it is not worth concentrating
on it specially, since life of filling (electronic or
technical), which is available in plasma in large
quantities, is essential as well.
According to their sizes, plasma TV sets
are conditionally divided into three basic groups
– less 40", 41”–49“ and 50” and more. The
second group has the largest number of
products where plasma panels of almost all wellknown manufacturers are available (especially it
concerns 42”). It is connected with the lack of
benefit of production of small plasma panels and
insufficient demand for large plasmas (60”, 61”,
63") on the other hand due to their
expensiveness and lack of superiority with
regard to definition when compared to smaller
panels.
The higher level of intensity and
brightness, the better it is for plasma panel and
the brighter and more saturate the displayed
picture is. Values of brightness for plasma
panels are within the range from 450-500
candelas per quarter meter in relatively nonexpensive 42- 50” to 1,400-1,500 candelas per
quarter meter in more technically updated
models. With regard to definition, this parameter
directly influences number of pixels on the
screen and the ‘texture’ of the image
respectively: the higher the definition is, the
more pixels are available and the more
homogenous the image will be respectively. The
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MARKET REVIEW OF TELEVISION SETS
definition for 42” is 852 x 480 pixels (for nonexpensive models) and 1024 x 768 pixels for
more upgraded.
The imaging method is an important factor
as well. There are two basic imaging methods:
interlace and progressive. Unlike the first
method – interlace scan that is used in
traditional kinescope TV sets, progressive scan
ensures such a generation of the video image
displayed on the TV screen or panel when every
image line is transmitted one by one. In fact,
equipment with progressive scan can display
twice as many lines in a frame (shot).
Consequently, image becomes clearer, effects
of flickering of thin horizontal lines, comb effect
in case of movement of objects and flickering
effect in case of display of static images
disappear.
For instance, special antistatic covering is
available – it is a special covering of plasma
panel display that protects the display itself from
electrostatic charge which gathers dust and
therefore has a negative impact on human
health. Antiglare covering may also be available
which decreases reflection of external light from
the glass surface of plasma display.
Connectors and ports are also very
important factor – list of devices, appliances and
units that may be connected to a TV set
depends on this factor. It is necessary first of all
to pay attention to possibility of connecting
acoustics, available connectors for computer,
etc. Thus for instance, SCART connector with
active RGB outputs and quick switch signal or SVideo connector with separate brightness and
color signals, or Y/C output to SCART, as well
optical output of sound channels ensure the best
quality of video and audio signals.
- LCD
LCDs are very popular in the market and
are represented by a large number of models.
Even the simplest LCDs are free from main
drawbacks of CRTs: flickering, large size and
weight, problems with beam convergence,
geometrical
distortions
and
harmful
electromagnetic emission.
Brightness is one of the most important
parameters of LCD. It depends on brightness
how comfortable it is to watch TV in the
illuminated room – sunny day, bright external
light, etc. – e.g. in mostly frequent cases.
Minimum value for brightness is currently 350400 candelas per quarter meter, and it allows
watching TV in the illuminated room with more
or less acceptable quality. Although, when direct
sun rays come in contact with a screen, it is not
comfortable to watch TV. LCD price depends
upon its brightness insufficiently, since the latter
varies for models with the same size in small
range: for example, among 15” models, it is
within the limits 400 to 500 candelas per quarter
meter, for 26” and 32” it is 450-600 candelas per
quarter meter, etc.
Angle is the second key feature of any
LCD. The larger angle is, the more comfortable
it will be to watch TV from any place in the room.
Modern models have an angle equaling to 160 170 degrees vertically and horizontally, e.g. in
fact the problem concerning the place from
which to watch TV is removed. It is possible to
place or hang LCD in any place. However, such
appliances cost much more than their less
modern prototypes. For instance, 15” TV set
with angle of 170 degrees vertically and
horizontally will cost much more than a TV set
with the same size and all other parameters
(even with better brightness) but with angles of
160 and 130 degrees vertically and horizontally.
This difference will be even more significant for
larger sizes.
It is important to have information about
connectors on such a TV set. As a rule,
manufacturers equip LCD with standard
TV/Video connectors such as RGB, SCART,
Component, S-Video.
Number of non-operating pixels is a next
parameter. These are pixels that are
permanently active in any certain state and do
not change their color based on the signal.
Different manufacturers allow different number
of non-operating pixels on a screen, what they
specify in their user manuals. As a rule, nonoperating pixels are not acceptable for LCDs.
Except for the parameters listed, matrix
response time is provided in specifications for
every LCD. Any LCD is a translucent type
screen that is flashed on from rear side by a
white lamp, and the cells of main colors (RGB –
red, green, blue) located on three panels of
relevant colors let or do not allow light to pass
through them depending on power applied. That
is why certain picture delay occurs; it is
especially seen in case of quick movement of
objects. The level of such a delay characterizes
response time – the lower value it has, the better
it is. Modern models have this parameter varying
in the range from 8 ms (1000 ms = 1 s) to 16
ms, and it depends on matrix type and size.
Additionally, different manufacturers measure
this parameter in a different way (normally, for
their benefit).
Definition is the second and not less
important feature. As a matter of fact, the best
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MARKET REVIEW OF TELEVISION SETS
picture is displayed when matrix physical
definition is equal to the definition of the input
signal. Due to this, to watch DVD (it is hard to
find better quality signal) 720 х 576 pixel
definition is ideal but TV sets with such a matrix
are yet not available in the market. To watch TV
with 4:3 format and small size (up to 26”), 640 х
480 pixel definition is quite enough. Larger
displays (over 32") have options for HDTV which
is soon going to become the standard of video
picture in the whole world. 1920 х 1080 pixel
definition is a definition that is good for such a
signal, although such TV sets cost a lot.
Lamp life is one more important peculiar
feature of alike TV sets. In most modern LCDs it
is equal to 60,000 hours subject to maximum
brightness (it is enough for about 16 years
subject to 10 hour run every day). However, TV
sets with less lamp life are available in the
market. For comparison: in plasma TV sets
brightness reduces quicker for the same time,
and for kinescope TV sets (in this case,
phosphor burns out) the threshold is– 15,000–
20,000 hours, after that quality becomes much
poorer.
- LED/OLED
Organic Light–Emitting Diode (OLED) is
an organic light emitting diode – device
manufactured from organic compounds which
effectively emit light by passing electrical current
through them. OLED technology is basically
applied for manufacture of displays. It is
expected that production of such displays will be
less cost-consuming than LCD production. Thinfilm multilayer structures (several layers of
polymers) are used for OLED production.
Brightness. OLED displays ensure
brightness from several candelas per quarter
meter (night time) to very high brightness levels
— over 100 000 candelas per quarter meter,
and brightness may be regulated in a very wide
dynamic range. Since display lifetime is
inversely proportional to its brightness, it is
suggested to use moderate brightness levels up
to 1000 candelas per quarter meter. When
lighting LCD display with bright light beam,
glares appear, and picture on OLED display
become bright and saturate with any level of
lighting (illumination) (even in case of direct
contact of sun rays with a display).
Contrast. OLED is a leader here as well.
OLED displays have contrast 1000000:1 (LCD
1300:1, CRT 2000:1)
Angles.
OLED
technology
allows
watching display from any place and under any
angle without any impact on picture quality.
Power consumption. OLEDs consume
half as much power as LCDs.
Need for advantages demonstrated by
organic displays is growing every year. This fact
allows making a conclusion that boom of such a
technology is going to take place soon.
LED TV (Light Emitting Diode TeleVision).
The term (or concept) was introduced by
Samsung for promotion of own line of LCDs with
Edge–LED. Usual LCDs use fluorescent lamps
(CCFL – Cold Cathode Fluorescent Lamp). It is
worth noticing that Samsung is not the sole and
not the first manufacturer of such TV sets. Sony,
Philips and Sharp also manufacture LCDs with
LED lighting.
As a concept, LED TV evokes many
disputes with regard to the issue of lawful use
thereof, since technically such TV sets are not
100% LED type TV sets. Modern LEDs are
larger than pixels of a modern TV set.
Therefore, real use of full value LED matrix is
possible in very large displays only, on stadiums
for example.
From the consumer point of view, LCDs
with LED lighting have three enhancements
when compared to LCDs with CCFM lighting:
1. Enhanced contrast (unavailable for
Edge–LED);
2. Extremely thin (only for Edge-LED);
3. Improved color display (especially
RGB–LED).
1.3. Basic Parameters of the Market of Home
Television Sets, Calculation of the Market
Capacity
Within the recent years, Ukrainian TV set
market
has
experienced
explosion
in
development and growth. The largest market
capacity was reached in 2008 (2,821,300 TV
sets sold). However, since crisis has become to
be felt, growth rates have slowed down
significantly. Several reasons are available - the
main ones are the following:
– Unstable situation in the currency
market (since the Ukrainian TV set market
basically develops and depends on import of
products by major world manufacturers, it may
be confidently stated that it also depends on
currency fluctuations. In other words, when the
foreign currency exchange rate becomes higher
with respect to national currency, consumers
have less opportunity to buy such goods);
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MARKET REVIEW OF TELEVISION SETS
– Loss of buying capacity (it is
explained by the fact that when crisis has
become to be felt, many Ukrainians either have
lost constant source of income or it has been
reduced
significantly. Based upon this,
consumers are now attracted by essential
goods, and purchases of appliances (for
example, TV sets) are postponed to more stable
financial situation);
– Reduction of consumer credits
(consumer credits are considered to be one of
the powerful activators of market growth and
development);
– governmental 13 percent markup for
goods of non-critical import (the duty was
introduced in March 6, 2009 effective for a half a
year with the purpose of stabilization of state
trade balance. However, this law has had a
negative impact on suppliers of TV sets to
Ukraine – they are also forced to raise prices
and reduce import)
– Difficult financial situation for
Ukrainian manufacturers (difficult financial
situation of Ukrainian manufacturers has
resulted in decrease in production of goods);
– Reduced financing of new projects
(market development directly depends on
updating and enhancement of product lines, for
the last two quarters, the tendency towards
reduction is observed).
Diagram 1.3.1
Calculation of the Capacity of TV Set Market
in Ukraine. 2008 through the first and the
second quarters 2009 (thousands TV sets)
Production
Import
Export
Carry-over
stocks
Volume
2008
558,8
1847,5
6,6
I half
2008
302,8
903,75
3,5
I half
2009
158,9
128,4
3,1
105
49,8
259,9
2399,7
1252,6
544,1
2. Production and Sale
2.1. Production and Sales of Home
Television Sets (All Types), in numbers
Production of TV sets in Ukraine in
January through July 2009 reduced by 54.2% or
by 187,900 TV sets when compared to the same
period in 2008 (to 158.900 TV sets).
In July, production of TV sets in Ukraine
reduced by 75.5%, or by 33,200 TV sets when
compared to the same period in 2008 (to 10,800
TV sets).
Diagram 2.1.1
Production of Home Television Sets (All
Types) in Ukraine in 2008, in thousands TV
sets
Month
January
February
March
April
May
June
July
August
September
October
Noveber
December
Source: Goskomstat
Monthly dynamics of TV set production in
2008 demonstrates relative stability, seasonal
declines in production are observed. However,
in December 2008, when crisis phenomena
have just started having negative impact, more
than twofold decline in production is observed
(from 54,000 to 26,300 TV sets).
Decline in production was about 52
percent in relation to the proceeding month.
Diagram 2.1.2
* -estimation
According to the data provided by the
State Committee of Statistics, export decrease
in the first and the second quarters 2009 was
about 11.4% when compared to the same period
proceeding year. It is conditioned by 47.4%
decrease in products manufacture (when
comparing figures for the first and the second
quarters for 2008 and 2009).
On the whole, it may be stated that
market capacity has become more than twice as
little when compared to proceeding figures.
Amount
61,4
57,5
62,6
32,4
42,1
46,8
44
30,3
44
57,4
54
26,3
Production of Home Television Sets (All
Types) in Ukraine in the first and the second
quarters 2009, in thousands TV sets
Month
January
February
March
April
May
Amount
17,1
24,2
29,6
30,1
28,3
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MARKET REVIEW OF TELEVISION SETS
June
July
18,8
10,8
Source: Goskomstat
When comparing production volumes in
the first and the second quarters in 2009 with
the same period proceeding year, it is worth
stating that production became two and a half or
even three times as little. The period from March
to May is an exception when increase in
production is observed when compared the
other months in 2009. It is most likely
conditioned by introduction of 13% markup for
the goods of non-critical import. It has resulted in
an opportunity for the national manufacturers to
raise production and occupy part of the market.
Diagram 2.1.3
Production of Home Television Sets (All Types) in Ukraine in 2008, %
60,00%
45,21%
40,00%
29,94%
30,45%
20,00%
8,87%
11,16%
-5,98%
0,00%
ry
ch
ua
ar
r
M
-20,00%
b
Fe -6,35%
ril
p
A
ay
M
ne
Ju
ly
Ju
-5,92%
r
r
st
er
er
e
u
b
b
be
b
g
e
o
t
u
m
v
m
c
e
A
e
O
No
pt
ec
e
D
S
-31,14%
-40,00%
-48,24%
-51,30%
-60,00%
* -estimation
In the end 2008, decline in production is
observed. It is mainly conditioned by negative
influence of world crisis and difficult financial
situation of manufacturing companies. Decline in
production started in November 2008. Towards
the end of December, it was equal to 51.3% in
relation to the proceeding month.
60,00%
Diagram 2.1.4
41,52%
30,00%
22,31%
-30,00%
July
May
April
March
-5,98%
June
1,69%
0,00%
February
Production of Home Television Sets (All
Types) in Ukraine in the first and the second
quarters 2009, %
-33,57%
-42,55%
-60,00%
* -estimation
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MARKET REVIEW OF TELEVISION SETS
Volumes of production of home TV sets in
Ukraine in the first and the second quarters in
2009 were significantly lower than such figures
in 2008 (for the same period). Such decline in
production was mainly conditioned by negative
influence of crisis on the Ukrainian economy. In
particular, unstable situation in the currency
market has significantly adjusted pricing policy
led by manufacturers of home TV sets.
Diagram 2.2.2
Volume and Sale of Home Television Sets
(by certain types) 2006 through 2008, in
money terms (million USD)
80
70
74,8
68,9
60
46,5
50
40
2.2. Production and Sales of Home
Television Sets (All Types), in money terms
30
20
10
Volume of TV sets in money terms was
growing 2006 through 2008. For instance,
market capacity of TV sets manufactured and
sold in 2006 was 80.8 million USD, and in 2008
it was equal to 126.4 million USD.
There are several reasons for such a
growth. They include without limitation:
- annual increase in volumes of products
manufactured till 2008;
- price growth due to inflation;
- introduction in the market of innovative
and more technically enhanced products.
26,4
18,5
24,5
4,8
2,59
2,07
0
2007
2008
CRT
LCD
I half.2009
Plazma
* -estimation
Diagram 2.2.1
Volume and Sale of Home Television Sets
(All Types) 2006 through 2008, in money
terms (million USD)
140
126,4
120
96,2
100
80,8
80
60
40
20
0
2006
2007
2008
* -estimation
Market growth in 2007 was equal to about
16 percent, and in 2008 growth was at the level
of 23.8% when compared to the same period
proceeding year.
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MARKET REVIEW OF TELEVISION SETS
3. Foreign Trade
3.1. Export (Structure, Geography)
Structure of export of home TV sets 2008
through the first and the second quarters 2009 is
demonstrated in charts 3.1.1 and 3.1.2.
Volumes of export of home TV sets 2006
through 2008 has been gradually decreasing. It
has been conditioned by minor competitor ability
of Ukrainian products in the world market.
Diagram 3.1.1
Structure of Export of Home Television Sets in Ukraine, 2006 through the first and the second
quarters 2009, thousands TV sets
16000
14854
14000
12000
10000
8590
8000
6646
6000
3153
4000
2000
0
2006
2007
2008
I half. 2009
Source: Goskomstat
Since the crisis has become to be felt, consumer preferences have shifted mainly towards the low
price segment. In addition, the law was adopted in Ukraine (13% markup for the goods of non-critical
import) with the purpose to support national manufacturers and stabilize currency balance in the country.
National manufacturers have made efforts to make use of such factors, and they has started negotiating
contracts with other countries and sell products that has accumulated in large amounts at their
warehouses.
Diagram 3.1.2
Structure of Export of Home Television Sets in Ukraine, 2006 through the first and the second
quarters 2009, % TV sets
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MARKET REVIEW OF TELEVISION SETS
0,00%
I half. 2007
I half. 2008
I half. 2009
-10,00%
-9,91%
-15,05%
-20,00%
-30,00%
-40,00%
-42,00%
-50,00%
* -estimation
However, due to crisis manufacturers has faced rather difficult financial situation, and this factor
has not allowed manufacturers to increase export, moreover, export has even decreased.
the second quarters 2009 is provided in charts
3.2.1 and 3.2.2.
3.2. Import (Structure, Geography)
Comparative structure of import of home
TV sets for the period 2008 through the first and
Diagram 3.2.1
Structure of Import of Home Television Sets in Ukraine in 2008, by countries
TOTAL
I. CIS countries
AZERBAIJAN
BYELORUSSIA
KAZAKHSTAN
KYRGYZSTAN
MOLDAVIA
RUSSIAN
FEDERATION
Unit of
measurement
Amount
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
14675384,2
1847919,0
91030,3
5645,0
86,0
3,0
75047,0
4076,0
268,0
8,0
48,0
1,0
35,0
1,0
kg.
14773,3
(quantity)
1531,0
Cost,
thousand
USD
161637,3
476,6
0,6
323,0
0,3
0,0
0,2
151,1
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11
MARKET REVIEW OF TELEVISION SETS
TAJIKISTAN
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
100,0
2,0
20,0
1,0
653,0
22,0
0,1
kg.
14584353,9
161160,7
(quantity)
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
1842274,0
4255100,9
263392,0
29,0
1,0
30740,1
941,0
21,0
3,0
1593,0
30,0
160325,2
6579,0
6119,2
161,0
57,3
3,0
1472,0
811,0
20,0
1,0
8856,0
692,0
624227,9
41474,0
47,0
3,0
528600,6
77858,0
154,0
9,0
1229,3
171,0
1369129,4
57210,0
350,5
17,0
UNITED KINGDOM
kg.
73577,3
1893,1
HUNGARY
(quantity)
kg.
(quantity)
2194,0
1148234,0
65178,0
27015,3
TURKMENISTAN
UZBEKISTAN
II. OTHER
COUNTRIES
EUROPE
AUSTRIA
BELGIUM
GREECE
DENMARK
SPAIN
ITALY
LATVIA
LITHUANIA
LUXEMBURG
HOLLAND
GERMANY
NORWAY
POLAND
PORTUGAL
RUMANIA
SLOVAKIA
SLOVENIA
0,1
1,2
81773,3
0,1
552,5
0,1
23,9
3554,7
105,9
0,6
27,5
0,1
235,1
9409,2
0,3
4783,7
1,2
56,5
28330,6
8,4
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12
MARKET REVIEW OF TELEVISION SETS
FINLAND
FRANCE
ЧЕШКАЯ
РЕСПУБЛИКА
CZECH REPUBLIC
ASIA
HONG KONG
ISRAEL
INDONESIA
CHINA
KOREA, REPUBLIC
MALAYSIA
MONGOLIA
UNITED ARAB
EMIRATES
TAIWAN
THAILAND
TURKEY
JAPAN
AMERICA
MEXICO
USA
kg.
(quantity)
kg.
(quantity)
543,8
171,0
2272,6
188,0
11,2
kg.
295873,9
5175,3
(quantity)
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
9135,0
1627,7
562,0
10326868,9
1578436,0
19714,5
3495,0
35,0
7,0
164825,9
20295,0
6944640,7
1062673,0
1091852,4
312707,0
1351744,4
63849,0
85,0
3,0
kg.
100,0
(quantity)
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
3,0
127788,8
51267,0
262374,8
13840,0
127822,5
41242,0
235885,1
9055,0
2384,2
446,0
550,6
14,0
1833,6
432,0
82,4
505,7
79120,6
121,1
10,4
865,3
47258,7
15092,8
5894,5
0,1
0,3
2301,9
1118,4
1867,1
4590,1
266,8
47,8
219,0
Source: Goskomstat
Diagram 3.2.2
Structure of Import of Home Television Sets in Ukraine in the first and second quarters 2009, by
countries
Unit of
measurement
Amount
Cost,
thousand
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13
MARKET REVIEW OF TELEVISION SETS
USD
TOTAL
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
441920,9
128426,0
13181,7
1658,0
15,0
1,0
7991,0
405,0
66,0
3,0
5534,5
RUSSIAN
FEDERATION
kg.
4887,7
17,7
UZBEKISTAN
(quantity)
kg.
(quantity)
1239,0
222,0
10,0
0,5
II. OTHER
COUNTRIES
kg.
428739,2
5481,6
(quantity)
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
126768,0
34637,1
1641,0
163,0
5,0
32,0
5,0
2114,2
38,0
2524,2
90,0
743,7
15,0
83,0
4,0
11766,6
494,0
44,0
4,0
2311,9
239,0
231,0
17,0
4979,2
234,0
kg.
79,5
(quantity)
kg.
(quantity)
kg.
16,0
6603,9
282,0
1202,0
I. CIS countries
AZERBAIJAN
BYELORUSSIA
KAZAKHSTAN
EUROPE
AUSTRIA
BELGIUM
DENMARK
SPAIN
ITALY
HOLLAND
GERMANY
NORWAY
POLAND
PORTUGAL
SLOVAKIA
UNITED KINGDOM
HUNGARY
FINLAND
53,0
0,2
34,5
0,2
1121,8
1,7
2,1
42,1
44,6
10,9
0,5
63,8
12,3
82,3
20,5
119,0
5,9
139,2
26,1
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14
MARKET REVIEW OF TELEVISION SETS
FRANCE
(quantity)
kg.
(quantity)
162,0
532,0
2,0
381,8
CZECH REPUBLIC
kg.
1102,0
20,5
(quantity)
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
33,0
125,0
1,0
393499,0
125091,0
9,0
6,0
216792,1
70803,0
90374,1
47874,0
3473,6
213,0
49,0
3,0
kg.
3976,8
(quantity)
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
kg.
(quantity)
711,0
65272,4
4644,0
3900,6
266,0
9651,5
571,0
603,1
36,0
72,8
28,0
530,3
8,0
SWITZERLAND
ASIA
INDONESIA
CHINA
KOREA, REPUBLIC
MALAYSIA
MONGOLIA
TAIWAN
THAILAND
TURKEY
JAPAN
AMERICA
MEXICO
USA
148,6
4260,2
2,1
1554,2
1999,0
72,5
1,0
71,3
255,5
121,1
183,4
99,6
14,0
85,6
Source: Goskomstat
Diagram 3.2.3
Structure of Import of Home Television Sets in Ukraine 2006 through the first and the second
quarters 2009, thousands TV sets
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15
MARKET REVIEW OF TELEVISION SETS
2000000
1847919
1600000
1200000
1080587
793712,0
800000
400000
128426
0
2006
2007
2008
I half. 2009
Source: Goskomstat
Import of home TV sets for the period 2006 through 2008 was at a high level. For instance, in 2008
import became more than twice as much as the figures for the proceeding year. The Ukrainian TV set
market experienced a real boom supported by consumer credits (loans). Therefore, it may be concluded
that the market of imported TV sets in 2008 was at the height of its development (models from medium
and high price segments were mostly preferable).
As the crisis has become to be felt, market situation has changed significantly. It became almost
unprofitable to import new products to Ukraine. It was conditioned by several reasons.
- governmental 13% duty for the goods of non-critical import;
- reduction of consumer credits and raise of credit interest rates;
- decrease in salaries and reduction of buying capacity as a result of this.
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MARKET REVIEW OF TELEVISION SETS
4. Basic Market Operators (TOP 15)
4.1. List and Description of the Basic Market
Operators
Seven basic operators are available in the
Ukrainian TV set market. They occupy the
largest market share. For instance, aggregate
share of these operators was equal to 89
percent in the first and the second quarters
2008, but it has somewhat decreased in the first
and the second quarters 2009 (to 81 percent)
due to crisis phenomena and appearance of
minor operators that started aggressive pricing
policy with the purpose of occupation of own
niche.
Nevertheless, leading operators continue
retaining their leading positions in the market
due to quality of the goods offered and
numerous options and opportunities provided by
service centers located almost in every point in
Ukraine. Such market operators include without
limitation Samsung, LG, Philips, Sony, Sharp,
Toshiba and Panasonic.
Minor manufacturers that occupy small
market share include without limitation Daewoo,
Hitachi, JVC, HANNspree, Pioneer, NEC, Orion,
Electron. As a rule, these manufacturers are
introduced in one of market segments, i.e. CRT,
LCD or plasma. When a manufacturer is
available in several segments, the choice
provided by such a manufacturer is not large,
and it does not exceed 20 to 30 names as a
rule.
As a rule, such companies benefit due to
reasonable prices, though exceptions are still
available.
Samsung
Samsung was founded in 1969. A year of
cooperation with Sanyo Electric has led to
merger and appearance of Samsung Electronics
Corporation.
Company consolidated sales were equal
to 103.4 million USD in 2007. Samsung
Electronics employs about 150,000 employees
working in 134 offices in 62 markets.
The Company has five main units: Digital
Appliance Business, Digital Media Business,
LCD Business, Semiconductor Business and
Telecommunication Network Business.
rd
Address: 3 level, 3 Spaska St., Kyiv
04070; phone: (044) 490-64-53, 490-64-24,
phone/fax: (044) 490-64-94,
hot line 8(800)502-00-00.
www.samsung.com.ua
LG
LG Electronics Inc. (headquarters located
in Seoul, South Korea) was founded in 1958 and
is now a recognized world leader in the sphere
of
electronics,
information
and
telecommunication technologies.
1996 LG Electronics has established its
representation office in Ukraine with the purpose
to inform potential buyers about LG products.
In the worldwide scale, sales were equal
to 11.3 billion USD in 2008 that is 1.2% higher
than proceeding year.
Address: LG Electronics Representation
Office, 1 Dniprovsky Spusk, Kyiv.
phone: 8(044)201-43-504
fax: 8(044)201-43-73;
hot line: 8(800)303-00-00
www.ua.lge.com
Philips
The Company was founded in 1891.
Nowadays, Philips is one of the major
transnational world companies with sales equal
to 26.7 billion Euros in 2007. Manufacturing
facilities are located in 28 counties, and the
products are sold in 150 markets. Costs for
research and development were equal to 1.6
billion Euros in 2007, i.e. 6.1 % of total turnover.
th
Address: 7 level, 4/6 Grinchenko St.,
Kyiv 01042.
phone :( 044)490-98-48, fax 490-98-56.
www.philips.com;
http://www.lighting.philips.com/ua_uk;
Sony
Company was founded in 1946. Sony
manufactures audio and video players, mp3players, DVD-players, projecting and LCD-TVs,
monitors and electronic components. Among the
company's products such brands as VAIO,
Bravia and Walkman.
Sales for the 2008-09 - $ 80 billion, net
loss - $ 1 billion.
Representative Office in Ukraine Spasskaya Str, 30, Kiev, 04070
Phone: (044)490-63-11, (044)490-63-29
http://www.sony.ua
Contact of the information center for
consumers JSC «Sony CIS»
Karamyshevsky passage, 6, Moscow,
123154, Russia,
Phone: 8-( 800) 307-66-90, +7 (495) 25876-50
Sharp
History of Sharp Corporation began in
1912.
Currently, SHARP is a broad network of
subsidiaries engaged in manufacturing and
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17
MARKET REVIEW OF TELEVISION SETS
marketing of products, as well as several large
research centers and laboratories involved in the
development of new technologies.
Sales of Corporation in 2009 (ended
March 31, 2009) - $ 29.45 billion, losses - $ 1,3
billion
Company does not have a representative
Office in Ukraine. The official distributor is MTI
(Mega Trade International).
Address: retail center "Caravan", second
floor, Lugovaya Str., 12, Kyiv, 04074.
Brand-Manager of MTI IT-distribution
Division for LCD TVs SHARP - Elena
Biloborodko
e-mail: [email protected]
Phone: 8 (044) 581-51-21 ext.3457
www.sharp.mti.ua
Toshiba
Toshiba (Tokyo Shibaura Electric Co.,
Ltd.) was founded in 1939 from two companies:
Tanaka Engineering Works and Hakunetsusha
& Co.
Company's revenues in 2008-2009
(ended March 31, 2009) - $ 66.239 billion, net
income - $ -3.420 billion (decline of 406.5%).
Losses associated with the rejection of the
further production of HD DVD-players and
recorders. Toshiba lost in the so-called "Format
war" technology Blu-ray.
Address: Representative Office is located
in Ivan Lepse Str. 4, Kiev. It is opened from July
10, 2008.
Phone: 8 (044) 351-13-16
www.toshibaua.com
Address (exclusive provider of Toshiba
technology in Ukraine): Ochakovskaya, 5 / 6 Str.
Kyiv, 03151.
Phone: (044) 490-92-78
fax (044) 275-99-99
e-mail: [email protected]
Panasonic
Founded in 1918, but was known as
Matsushita Electric Factory, renamed Panasonic
Corporation in 2008 to strengthen the position of
Panasonic brand in the market of household
appliances.
Corporation includes 638 enterprises. It
owns a controlling interest of JVC. Total staff
includes 328 thousand people. Revenues for the
year ended March 31, 2009 - $ 82 billion. Loss
was ($ 4 billion)
Panasonic Information Center in Ukraine
established in 2005.
Address: PO Box 441, Kiev-150, Ukraine,
03150, Phone. 8 (044) 490-38-98
www.service.panasonic.ua
/RUS/infocenter.php
Daewoo
Company was founded in March 22, 1967
Daewoo
Electronics
opened
its
representative office in Kiev in March 29, 2004.
Company is liquidated at the moment, but
the company's products are still sold from
warehouses in Ukraine.
www.daewoo.ua
Hitachi
Hitachi was founded in 1910. Company is
headquartered in Tokyo. Hitachi group includes
1100 companies:
Consolidated
subsidiaries
(450
companies in Japan, 484 - abroad);
Unconsolidated
subsidiaries
(79
companies in Japan, 86 - abroad).
In
Ukraine
there
is
no
official
representative office of the company. Service
and guarantees issues are solved by shops that
sell equipment of the company.
JVC
Company was founded in 1927. From the
mid off 60th a controlling interest was owned by
Matsushita (owner of the trademark Panasonic).
The company manufactures consumer
equipment, computers, audio and video
equipment, software, media products. The total
staff is 35000 people
Company has a representative office in
Ukraine.
Address: Museum Alley, 4, Kyiv, 01001
Phone: (044) 490-70-20, (044) 490-70-18.
www.jvc.ua
www.jvc.ua
HANNspree
Company HANNspree is a global leader
specializing in the production of LCD TVs with a
unique and exclusive design. Company was
founded in 2004 as part of HANNstar
corporation. HANNstar corporation is the one of
the leading manufacturers in the market of TFT
LCD which exists since 1998.
HANNspree employs more than 800
people and 100 engineers engaged in research
and development in Taiwan and China. In
Europe HANNspree offices are located in 4
countries: Germany, Italy, UK and France, with
headquarters in Willich, Germany.
Company does not have a representative
office in Ukraine. Sales are conducted through a
network of electronics stores such as "New
Star», «Technos», etc., as well as online stores.
Pioneer
Pioneer – is a manufacturer of electronic
and audio-video equipment for houses, cars,
commercial and industrial enterprises. Company
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18
MARKET REVIEW OF TELEVISION SETS
was founded in 1938 in Tokyo. Turnover of the
company in 2008-09 - $ 5.76 billion, losses - $
1.34 billion.
Company has branches in 12 countries in
Europe.
Company
does
not
have
a
representative office in Ukraine. However, in
Ukraine there is an Internet office of «Pioneer hifi», which is an official dealer of the company.
Tel: 8 (057) 771-47-27
www.pioneer-hifi.com.ua
e-mail: [email protected]
NEC
NEC (Nippon Electric Corporation) is a
Japanese company which is a manufacturer of
electronic, computer and telecommunications
equipment. This company is a one of the world's
largest telecommunications companies. Head
office is located in Tokyo. Company started its
activities in 1899.
Staff of the company consists of 150
thousand people. Company has 18 offices in 18
countries, 23 plants in 12 countries and 4
research centers in 4 countries, 61 company for
marketing in 26 countries. Company's turnover
in 2008 was about $ 41.9 billion, profit was $ 2.9 billion
Media-Trade Ukraine is the official dealer
of NEC in Ukraine.
Address: Degtyarevskaya Str, 43; Kiev,
03113
Phone: +38 (044) 227-15-82
www.mediatrade.com.ua
e-mail: [email protected]
Orion
A factory for production of radios and
other electronic devices was founded in 1913 in
Hungary. The company's goal was to create a
whole range of electronic devices people use in
everyday life.
Company can be contacted through the
site, by sending a message. Also through the
site a person can get a different kind of advice
and can contact partners of the company.
www.orion.ua
Электрон
Concern was founded in 1989.
At the moment this is a concern, which
includes 14 scientific - industrial, industrial, and
service companies. This is practically the only
enterprise in Ukraine, which produces TVs in the
country.
Television Works "Elektron" is a
subsidiary of JSC «Concern-Electron».
Address: Storozhenko Str., 32, Lvov,
79000
Tel: 8 (032) 239-52-65, 239-53-76
www.electron.lviv.ua
4.2. Structuring of the main operators
Operators of the market can be structured
according to the segments where they operate.
Segments of the television market are: CRT,
LCD, plasma and OLED - Displays.
Diagram 4.2.1
Structuring of operators according to the
TVs Segments
Name of
operator
Samsung
LG
Philips
Sony
Sharp
Toshiba
Panasonic
Daewoo
Hitachi
JVC
HANNspree
Pioneer
NEC
Orion
Электрон
CRT
LCD
Plazma
OLED
+
+
+
+
+
+
+
+
+
+
+
+
+
+
+
+
+
+
+
+
+
+
+
+
+
+
+
+
-
+
+
* - estimation
Only 2 companies (Sony and Samsung)
have been represented in the segment of the
most progressive and expensive products.
These companies produce TVs OLED.
However, Sony has in the Ukraine market only
one model (11 inch TV), while Samsung
represented by 11 widescreen TVs with 32 and
more inches.
Thus,
only
Samsung
has
been
represented in all market segments. Other
companies focus their production only in certain
segments.
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19
MARKET REVIEW OF TELEVISION SETS
4.3. Market shares of the main operators
In the TV market of Ukraine there are
seven basic operators, which occupy more than
80% of the market.
Shares of the main TV manufacturers for
1 Q 2008 and 2009 are provided on diagrams
4.3.1-4.3.2. It is worth noting while comparing
figures
that
Samsung
(market
leader)
significantly lost their positions this year. This
can be explained by the fact that the company's
competitors began to promote their products
actively. A variety of advertising campaigns and
presentations for customers’ attraction also
contributed to the increase in market share for
such manufacturers as Panasonic and Sharp.
Thus, by reducing the share of Samsung
in the market, there has been growth in the
market shares of other companies.
Diagram 4.3.1
Market shares of main producers in IQ 2008
according to the sales of TVs
LG
14%
LG
15%
Samsung
34%
Philips
12%
Sony
9%
Sharp
4%
Toshiba
4%
Panasoni
c
3%
Другие
19%
* - estimation
Comparing figures 1Q 2008 and 1Q 2009,
there has been substantial growth in market
share of other operators at 8%. Thus, their
combined market share grew in 1Q 2009 from
11% to 19%.
Philips
15%
Sony
8%
Sharp
2%
Toshiba
2%
Samsung
46%
Другие
11%
Panasoni
c
2%
* - estimation
The largest share of the market in 1 Q
2009 has Samsung - 34%. Significantly far
behind the leader are companies LG and
Philips. They occupy 15% and 12% of the
market respectively.
Diagram 4.3.2
Market shares of main producers in IQ 2009
according to the sales of TVs
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20
MARKET REVIEW OF TELEVISION SETS
5. Price and pricing on the market
5.1. Price situation on the TV market
(analysis of the price structure)
Domestic prices of TV sets in the national
currency remained at its pre-crisis level, so
demand has shifted in favor of cheaper models.
For example, the average cost of LCD-TV up to
the sales of IQ 2009 was $ 670, which is 20.7%
below the same period of 2008. If in the IQ of
last year, the price of the most popular TV was $
750-1000, then up to the same period of 2009
the price is $ 500-750. Budget models has the
largest share of sales in Ukraine, the middle
price segment has about 15%, while premium
segment has about 6%. Price preference of
Ukrainians coincide with global trends: the
consumer wants to buy a functional and reliable
apparatus for a reasonable price.
global markets, including Ukraine, because
selling cheaper models they get low income. In
addition, the domestic market is one of the most
profitable. Even despite of the decline in sales
volumes, Ukraine gives significant profit to the
world's manufacturers.
5.2. Comparative analysis of prices
Calculating the average cost of TV sets
the following aspects were taken into
consideration: models presented on the market,
as well as the length of the diagonal. According
to this TV models of the main producers can be
classified.
Diagram 5.2.1
Diagram 5.1.1
Price Segmentation in the TV market of
Ukraine
High
6%
Medium
15%
Low
79%
*- estimation
To pay declining revenue from sales of
devices of mass segment producers try to
market expensive models. Manufacturers expect
that demand for the premium segment products
does not change, because wealthy people are
less subjected to crisis. A number of companies
in 2009 started to sell ultrafine TVs with LED
backlight with diagonals of 40 inches. Price of
such devices on the Ukrainian market will start
with a mark of $ 1500.
Domestic market suffered mainly because
of the impressive exchange rate fluctuations. In
Europe and the U.S. price of TVs in the local
currency declines, so manufacturers continue to
produce expensive devices and sell them in all
Average prices of CRT TV's produced by the
leading companies ($)
Model name
Samsung
LG
Philips
Sony
Sharp
Toshiba
Panasonic
Daewoo
Hitachi
JVC
HANNspree
Pioneer
NEC
Orion
Electron
Length of diagonal
14
15
21
29
161,4 245,2
113 150,6 255,6
110
151
306
95 118
148
253,5
95
86
-
104
-
155,5
129
132,3
304
209,6
247
* - estimation
Thus, we can conclude that the main
producers of CRT TVs on the market are: Sharp
and LG. These manufacturers offer their
products in the TVs segments - 14, 21, 29
inches and 15, 21, 29, respectively. The most
expensive are TVs produced by Sharp.
TVs produced by Samsung are in the
middle price range.
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MARKET REVIEW OF TELEVISION SETS
Diagram 5.2.2
Average prices of LCD TV's produced by the leading companies ($)
Model name
Samsung
LG
Philips
Sony
Sharp
Toshiba
Panasonic
Daewoo
Hitachi
JVC
HANNspree
Pioneer
NEC
Orion
Electron
до 21
353,8
367,6
371,1
537,8
352,4
382,7
404
625,9
242,5
-
22-25
417
391,4
408
554,4
547,2
383
-
Length of diagonal
26-29 30-32
34-42
473,5
728
1079,3
555
651,2 1002,4
625,5
793,2
1483
643,2
729
1293,6
690,8
690,8 1205,1
485
610,4
974,6
496
736,2 1078,6
1375
641,1 1000,5
1791
1940
2438
1592
1680
422
514
больше 43
2184
1753,3
2241,5
2373,8
2239,7
1689,2
1550
3013
* - estimation
In Ukraine, the range of LCD TVs is very
diverse. In order to properly evaluate the pricing
policy of the market operators the entire models
according to the diagonal must be classified.
The main categories which are presented in
Chart 5.2.2 were selected.
In each segment of the market (measured
by the length of the screen diagonal) different
companies show different pricing policy. For
example, in the range of TVs up to 21 inches the
most
expensive
products
offered
by
HANNspree, then follow Sony and Panasonic.
In the range of diagonal 22-25 inches the
price leaders are Sony, Sharp and Philips (in
descending order). Panasonic Products in this
segment is not represented.
In the range of 26-29 inches, the first 3
positions on the price took such producers as
HANNspree, Sharp and Sony.
In the range of 30-32 inches the leaders
are HANNspree, Pioneer Philips. In the segment
of large-format televisions (34-42 inches) the
price leaders are HANNspree, Pioneer, Sony.
As for TVs over 43 inches the price leader
is Pioneer, then follow Sony and Philips. The
most budget models presented in the market are
produced by JVC.
Thus, HANNspree, Sony and Sharp
provide the most expensive products in every
form factors of LCD TVs for the TV market of
Ukraine. Samsung offers the most average
prices in the market. Toshiba and LG offer the
lowest prices for its products.
Diagram 5.2.3
Average prices of plasma televisions produced by the leading manufacturers ($)
Model name
Samsung
LG
Philips
Sony
Sharp
Toshiba
до 21
-
22-25
-
Length of diagonal
26-29 30-32
34-42
954,2
581,5
984,3
1059,5
-
больше 43
2168,1
1899
1404
-
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MARKET REVIEW OF TELEVISION SETS
Panasonic
Daewoo
Hitachi
JVC
HANNspree
Pioneer
NEC
Orion
Electron
-
-
-
-
1336,9
575
1847,2
1646,5
-
3564
2597
3599
4259,5
* - estimation
Analysis of prices of plasma display
panels was conducted on a similar structure with
the analysis of LCD TVs. It should be mentioned
that in the segment of plasma TVs
manufacturers Sony, Sharp and Toshiba are not
represented in the Ukrainian market. Another
feature is that a lot of plasma TVs available on
the market is concentrated in the segment with
34-42 inches and more than 43 inches.
The most expensive models of plasma
TVs are TVs with 34-42 inches produced by
Pioneer, then TVs produced by NEC and
Panasonic. TVs produced by Daewoo in this
segment is the cheapest.
In a segment of more than 43 inches price
leaders is NEC, however, in second place is
company Pioneer, then Panasonic. The most
budget models in this segment are TVs
produced by Philips.
Diagram 5.3.1
Dynamics of TVs average prices in 2005 2009 ($)
2500
2080
2000
2012
1403
1500
1215
1000
500
928
909
837
950
811
670
175
187
180
2005
2006
2007
CRT
LCD
168
156
0
2008
I half.
2009
Plazma
* - estimation
5.3. Dynamics of average prices of TVs for
the period 2005-2009
It is worth noting that on the TV market
there is a tendency to reduce the prices of all
types of TVs. However, the amount of decrease
in average price, depending on the type of TV
(CRT, LCD or plasma) and it is different.
The most expensive are plasma TVs, but
they are not as common as LCD, the price of
which is acceptable to most consumers. The
most common are CRT TVs, however, the price
for them is much lower than on LCD TVs or on
plasma TVs.
This is because CRT technology has long
been on the market and is technically old, it is
not able to fully meet consumer preferences for
quality of the image.
The smallest price decrease from 2005
was for CRT TVs (from $ 187 to $ 156). The
decline in this segment estimated as only
16,5%.
Regarding LCD TVs, the situation is
different. In the market there was more dynamic
decrease in the average prices of similar
models. The price in 2005 was $ 928, and in 1
half of 2009 already estimated as $ 670. The
estimated decrease during this time period was
27,8%.
However, the greatest decrease in
average price was estimated in the segment of
plasma TVs (from $ 2080 in 2005 to $ 950 in 1
half of 2009). The reduction amounted to 54,3%.
The reasons for reducing the average
price for different types of TVs are different.
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MARKET REVIEW OF TELEVISION SETS
6. Range of products on the market (brands,
volumes)
The range of TVs, which are presented on
the Ukrainian market is very diverse because on
the market there is a serious competition.
Generational change for TVs is very fast
because the market needs new and better
models.
Samsung
CRT TVs. The range of CRT TVs is
represented by 22 various models. The price
range is between $ 130 and $ 350.
LCD TVs
In Ukraine there are 132 models of this
type of TVs. They range in price range from $
290 to $ 3780 (average price of a TV with a
diagonal 70 inches «Samsung LE70F96BD» is $
20200). Price depends on the size of the screen
(from 19 to 70 inches), novelty of a model and
technology.
Plasma TVs.
Models are represented on the market in
number of 34 copies. These TVs are in the price
range from $ 740 to $ 6150. The size of
diagonals represented on the market is from 42
to 63 inches.
LG
CRT TVs. Unlike Samsung LG in the
segment of CRT TV is focusing on production of
models with a flat screen. Range consists of 25
models in the price range $ 100 - $ 420.
LCD TVs.
The range presented by 84 models of
TVs. The cost of TV sets in this range from $
280 to $ 2500.
Plasma TVs.
Model range of LG's plasma TVs on the
territory of Ukraine includes 31 units. Price
range is $ 540 - $ 5320. Length of diagonals in
the presented models is 32 - 60 inches.
Philips
CRT TVs. Not represented in the territory
of Ukraine.
LCD TVs.
In Ukraine Philips sells 86 models of LCD
TVs. Price varies from $ 275 to $ 4590.
Plasma TVs.
Range includes 3 models with a diagonal
length from 42 to 50 inches. Price range is from
$ 980 to $ 1440.
Sony
CRT TVs. Not represented in Ukraine.
LCD TVs.
Sony as well as Samsung has a very
broad model line of TV. At the moment it
includes 133 models. Diagonal size varies from
19 to 70 inches. Range of prices - $ 385 - $
5185 (average price of a model 70 inch «Sony
KDL-70X3500» is $ 45,610).
Plasma TVs.
Not represented in Ukraine.
Sharp
CRT TVs. Ukrainian market at the
moment consists of 6 models of CRT TVs. Price
range is $ 95 - $ 350.
LCD TVs. Product Range consists of 59
TVs.
Price range: $ 303 - $ 8055 (depending
on the size of the diagonal - from 19 to 65
inches). Average price of a model with diagonal
65 inch is $ 12105.
Plasma TVs.
Not represented in Ukraine.
Toshiba
CRT TVs. Not represented in Ukraine
LCD TVs. Range of products represented
in Ukraine includes 42 TVs with diagonals from
15 to 52 inches. These models are in price
range $ 250 - $ 2605.
Plasma TVs.
Not represented in Ukraine.
Panasonic
CRT TVs. Not represented in Ukraine.
LCD TVs. Represented by a small
number of models. Only 10 models of TVs with
diagonal size from 20 to 32 inches are
represented in Ukraine. Price range of these
products varies from $ 405 to $ 1270.
Plasma TVs. Unlike LCD TVs, plasma
analogues are represented in Ukraine market by
a wide range of TVs - 37 units. Diagonal size is
up to 103 inches (average price of TV with 103
inches - «Panasonic TH-103PF10RK» is $
38260). Price range varies from $ 770 to $
38260.
Daewoo
CRT TVs.
This producer has the widest range of
products in this segment. It includes 6 models.
LCD TVs.
Not represented in Ukraine.
Plasma TVs.
Represented by one model, which costs $
575.
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MARKET REVIEW OF TELEVISION SETS
Hitachi
CRT TVs. Not represented in Ukraine.
LCD TVs. Represented by one model Hitachi L42X01A, average price is $ 1375.
Plasma TVs. Represented by a model
called Hitachi P50X01A. Average price is $
2597.
models of TVs of the kind. Models are in the
price range: $ 115 - $ 247.
LCD TVs. Range includes 7 models.
Prices of products vary from $ 422 to $ 515.
Plasma TVs. Not represented in Ukraine.
JVC
CRT TVs. Range includes 7 models of
TVs.
LCD TVs. Models diversity has 15 TVs.
Price range varies from $ 479 to $ 1,591
depending on diagonal size and technical
characteristic.
Plasma TVs. Not represented in Ukraine.
HANNspree
CRT TVs. Not represented in Ukraine.
LCD TVs. Presented only LCD displays
with original design (usually they have small size
9,6-15 inches). There are 18 models on the
market. Price range is - $ 111 - $ 2438.
Plasma TVs. Not represented in Ukraine.
Pioneer
CRT TVs. Not represented in Ukraine.
LCD TVs. Company presents 3 models in
price range from $ 1592 to $ 3013 depending on
a model.
Plasma TVs.
There are 18 models of plasma TVs on
the market of Ukraine. Prices lie in the range - $
1716 - $ 7575.
NEC
CRT TVs. Not represented in Ukraine.
LCD TVs. Not represented in Ukraine.
Plasma TVs. The TVs range of NEC
represents 6 models on the market. Their price
range - $ 1633 - $ 6075.
Orion
CRT TVs. Represented in all categories
of CRT TVs. Price range varies from $ 85 to $
221. There are 7 models of TVs of the kind.
LCD TVs. There are 2 products on the
market (Orion LCD1926 and Orion LCD2028).
Average price is $ 226 - $ 259.
Plasma TVs. Not represented in Ukraine.
Electron
CRT TVs. Assortment of these TVs is
much wider than LCD panels. There are 20
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MARKET REVIEW OF TELEVISION SETS
7. Consumption of goods
38
40
It can be said that LCD TVs have finally
replaced the outdated CRT TVs. It happened on
the market of Russia as well as on the Ukrainian
market. CRT still has high popularity, but mainly
due to low prices and availability. At the moment
more consumers prefer to buy expensive, but
much more «advanced» LCD TV. It should be
mentioned that sales of CRT TVs take place in
ordinary stores, while LCD TVs is mainly sell
through online stores. The reason of this lies in
the fact that CRT TVs buy people, who are far
from technology development; often these
people don’t have an access to the Internet.
Plasma TVs are gaining popularity thanks
to the good image, excellent viewing angles,
lack of tail area in dynamic scenes and
possibility of production models with a diagonal
size more than 60 inches. However, there are
some disadvantages: short lifetime (about 20
thousand hours of continuous operation),
burnout of pixels when using static image, as
well as the weight of panels, which causes
inconvenience when installing it. Moreover, builtin cooling fans utter faint noise, which becomes
especially noticeable after three hours of
continuous operation.
There is a slight increase in the market of
projection equipment. Now, projectors can be
bought not only by companies for the office
presentations but also by ordinary users who
want to create home theaters. However, the
percentage of those buyers is still very low.
However, the economic crisis still left a
negative impact on the TV market. This is mainly
affected the development and application of new
technologies. Manufactures do not want to risk
and they are slow to invest big money into
research. For example, investment in such a
promising but expensive technology as OLED
was reduced.
35
32
35
30
27
25
19
20
14
15
13
8
10
6
5
2
5
1
0
Lower
500$
500750$
7501000$
I Q 2008
10001250$
12501500$
More
1500$
I Q 2009
Source: Contracty
Accordingly, these TVs (TVs which is in
requisition now) can be divided into 3 price
categories: low (below $ 750), medium (from
751 $ to 1500 $) and high (more than 1501 $).
The most popular category at the moment is the
low price category.
Diagram 7.2
Distribution of consumer preferences
according to the screen resolution
Другие
11%
1920х1080
5%
640х480
11%
1024х768
3%
1366х768
70%
Diagram 7.1
* - estimation
Changes of customer preferences about
prices when buying LCD TVs during the year,
%
The
most
popular
resolution
for
consumers is 1366x768. The percentage of
consumers who choose this screen resolution is
70% (this is the best for watching DVD movies
and TV broadcasts). Resolution with the size
1920x1080 gives to a user the most comfortable
view for watching programs or movies, but it
takes only 5% in consumer preferences. A
reason for this distinction is the high price of
devices that support such screen resolution.
It should be mentioned that in case of
price reduction for TVs with resolution
1920x1080 pixels, as well as elimination of
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26
MARKET REVIEW OF TELEVISION SETS
defects, the number of consumers who may
choose TVs with this screen resolution will grow.
Below there is a rating of the most popular
TVs produced by the main producers in stores
as well as their price range:
Samsung
CRT TVs.
Samsung
CS-29A730
($234–450);
Samsung CS-29Z58HY ($238–455); Samsung
CS-29Z57 ($245–394).
LCD TVs.
Samsung
LE19A650A1
($306–500);
Samsung LE32B350 ($422–588); Samsung
LE32B450
($475–670);
Samsung
LE32B551A6W
($595–829);
Samsung
LE40B530 ($809–1096); Samsung LE40B550
($855–1106).
Plasma TVs.
Samsung
PS-42B450
($740–960);
Samsung PS-42A451P1 ($725–1110); Samsung
PS-50A450P2 ($990 – 1670).
LG
CRT TVs.
LG 15FJ4RB ($99–123); LG 29FS7RLX
($208–292); LG 29FS6RNX ($228–390); LG
29FS4RNX ($234–385).
LCD TVs.
LG 22LU4000 ($350–453); LG 32LG2000
($455–685); LG 32LG4000 ($531–839); LG
37LH7000 ($910–1053).
Plasma TVs.
LG
42PG2000
($665–1108);
LG
42PG6000 ($786–1495); LG 60PS7000 ($3119–
3468).
Philips
LCD TVs.
Philips 22PFL3404 ($337–467); Philips
32PFL5404H ($527–711); Philips 32PFL5604H
($648–879); Philips 37PFL9604H ($1301–1542);
Philips 42PFL9703D ($1668–2525).
Plasma TVs.
Philips 42PFP5332 ($769–1163).
Sony
LCD TVs.
Sony KDL-19L4000 ($348–436); Sony
KDL-32V5500 ($725–990); Sony KDL-32W5500
($830–1202); Sony KDL-40W5500 ($1125–
1676); Sony KDL-52W4000 ($1575–2055); Sony
KDL-46Z4500 ($1625–2403).
Sharp
CRT TVs.
Sharp 21QF2U ($129–145); Sharp
21SFX10U ($154–174).
LCD TVs.
Sharp LC-20S5E ($295–540); Sharp LC32DH77E
($785–968);
Sharp
LC-46X8E
($1150–1541); Sharp LC-52HD1E ($2440–
3156).
Toshiba
LCD TVs.
Toshiba
19AV605PR
($287–375);
Toshiba 37AV500PR ($615–860); Toshiba
42AV500PR ($750–1222); Toshiba 40XF350PR
($1074–1899).
Panasonic
LCD TVs.
Panasonic TX-R32LX80 ($508–720);
Panasonic
TX-R32LX85
($740–1125);
Panasonic TX-R37LX85 ($825–1470).
Plasma TVs.
Panasonic TH-R42PV80 ($756–1380);
Panasonic TH-R42PV8 ($715–1141); Panasonic
TH-R46PY80 ($1240–2500).
Daewoo
CRT TVs.
Daewoo KR-2930N ($241–283); Daewoo
KR-2930MT ($242–283).
Plasma TVs.
Daewoo DPP-42H9 ($575–925).
Hitachi
LCD TVs.
Hitachi L42X01A ($1300–1450).
Plasma TVs.
Hitachi P50X01A ($2550–3671).
JVC
CRT TVs.
JVC AV-1401UB ($90–119); JVC AV2131QB ($166–202).
LCD TVs.
JVC LT-32BX38 ($535–630); JVC LT32FX38 ($489–965).
HANNspree
LCD TVs.
HANNspree HANNSa.red ($378–870);
HANNspree HANNSlounge 26 ($1620–1800).
Pioneer
LCD TVs.
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27
MARKET REVIEW OF TELEVISION SETS
Pioneer KRL-32V ($1160–1695).
Plasma TVs. Pioneer PDP-5080XD
($1850–2199); Pioneer PDP-508XD ($1934–
2369).
NEC
Plasma TVs.
NEC PlasmaSync 50XP10 ($1970–3500).
Orion
CRT TVs.
Orion STP1525FL ($95–117);
SPP2920FL ($194–224).
LCD TVs.
Orion LCD2028 ($229–357).
Plasma TVs.
Orion
Electron
CRT TVs.
ELECTRON 54ТК-703 slim ($123–145).
LCD TVs.
ELECTRON 81ТК-980 ($453–560).
8. Distribution channels
Sales channel (or sales) is a way which
goods use during the sales process from
supplier
to
consumer.
For
distribution
management the most important strategic
decisions are to choose a distribution channel
structure. Making this decision the manufacturer
actually predetermines the success or failure of
promotion of a trademark on the market.
But also there are some reasons for the
slow growth of goods sales. They include these
reasons:
• delays because of production facilities
expansion;
• some technical problems (improve of
technology);
• delays in bringing the goods to
consumers through retail outlets;
• reluctance of consumers to change
familiar patterns of behavior.
In case selling of costly novelty such as
TV with a high resolution the growth in sales is
constrained by several other factors. One of
them is that there is few consumers who can
afford to buy a new product.
When a company introduces new
products, it usually bears losses or receives
small profit due to low sales and high costs of
distribution management and advertising. Work
with sales representatives also costs dearly.
During this period the size of ratio between
promotion costs and sales is the biggest
because it is necessary to:
• inform potential customers about a new
product, which is unknown yet;
• persuade them to test products and
provide sales through retailers.
Main efforts on selling goods a company
directs to attract consumers who are most
prepared to make a purchase. Usually these
consumers are members of a group with high
income. In addition, prices at this stage are high
because of:
• high costs caused by the relatively slow
growth of production;
• technological problems arising at the
stage of development of production;
• high trade margins necessary to cover
the high costs of promotion activities, which are
essential to increase growth in sales.
Many manufacturers are working with the
assistance of other companies who bring goods
to the market and manage a distribution
channel.
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28
MARKET REVIEW OF TELEVISION SETS
There are 3 main sales channels for TVs.
These include the following: retail sales through
online retailers, large supermarket chains of
electronics, as well as the signing of contracts at
the major exhibitions of household appliances.
Diagram 8.1
Internet shops attract consumers with the
help of lower prices than in electronics stores.
Price is reduced due to fewer staff than in large
supermarkets
and
less
deductions
for
employees'
wages. Weaknesses
include
relatively small volumes of sales, logistical
difficulties and delays with goods delivery.
Structure of TVs sales through the main
distribution channels, %
Exhibition
22%
Internet shop
27%
Supermar
ket
51%
* - estimation
The largest international exhibitions
include:
CES (Consumer Electronics Show) in Las
- Vegas;
International 3GSM - Congress in
Barcelona;
The world's information technology,
software, telecommunications, services, and CTI
- solutions) in Hanover;
IFA (International Franchise Association)
in Berlin.
Existing distribution channels can be
ranked in order of decline following way:
1. Special exhibitions;
2. Large supermarkets of electronics;
3. Internet - shops.
Each of them has its advantages.
For example, as a rule at trade shows to
sigh contracts to supply large quantities of
equipment
between
manufacturers
and
distributors or representatives in various regions.
Weaknesses include the logistical problems and
additional costs for the presentation.
In large supermarkets there are shop
assistants who help customers to choose the
right model of a TV. Weaknesses include usually
overcharge for products, some supermarkets
sell mainly cheaper TVs.
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29
MARKET REVIEW OF TELEVISION SETS
9. Summary. Forecast for the market
capacity until 2011
Summary
During market development of TVs in
Ukraine and in the world producers make some
changes to accents attributed its products.
Producers tried to demonstrate models
with the largest diagonal size to consumers in
2005-2006. One of the major trends in the
market in 2007-2008 was the thickness of the
proposed models. All brands tried to provide thin
LCD panels or TVs based on organic light
emitting diodes (OLED - Organic Light Emitting
Diode).
Most manufacturers have relied on green
TVs in 2009, reducing their energy intensity,
convergence of television and the Internet. For
example, the level of electricity consumption in
some models of Sharp's TVs is now up to 60W.
There was also a stable tendency to
develop three-dimensional television (3D). To
use these TVs, you need to wear special
glasses (for consumers with poor eyesight it
would be difficult to do). Nevertheless, despite
these difficulties, manufacturers do not stop in
an effort to develop this area. Such trends will
lead to the development of 3D-content: movies,
games, etc.
It should be mentioned that such TVs
need a three-dimensional video signal, which
must make serious adjustments in production of
sources of this signal. This can lead to slow
implementation of this technology on the market.
On the other hand, the most promising
and advanced technology OLED displays was
left without proper attention. This technology is
very capital intensive since it requires large
financial infusions in the research and in the
market in future. Not the least role in this issue
played the global financial crisis which reduced
the income of the leading manufacturers of TVs.
It was one of the reasons why investment in the
development of OLED technology is deferred
until more suitable time.
Despite these difficulties, it is worth
mentioning that LCD TVs with LED backlight
technology will become the most popular
product in the Ukrainian TV market in the near
future
However, it should be mentioned that the
price of such technological devices will be
significantly higher than price on ordinary LCD
TVs (up to 50% more expensive, depending on
the model and manufacturer). Therefore, despite
large potential of the market, sales of such TVs
will be limited because of low level of solvency.
Sharp increase in consumption of OLED
TVs (the most priority direction of the Ukrainian
TV market) is possible only with resumption of
lending money by banks at pre-crisis levels or in
case of price reduction.
Forecast for the market capacity in
2011
It is worth mentioning that in the period
from 2009 to 2011 domestic TV market will
grow.
By the end of 2009 the market will not
develop actively. The first reason for this – the
market will be affected by the global crisis. The
other reason is unsold products on warehouses.
Diagram 9.1
Forecast for the domestic TV market in 20092011, thousand units
2100
0,4
32,54%
1800
0,3
25,92%
1500
1200
1755,8
900
600
1052
0,2
1324,7
0,1
300
0
0
2009
2010
2011
* - estimation
Resumption of the foreign manufacturers’
expansion on the Ukrainian market is expected
in 2010. Growth of the market could reach 26%.
Resumption of model lines of the main
producers on the market and increase of
competition among operators is also expected.
These factors will positively affect the volume
growth of the market.
These major trends will also be relevant in
2011. It is expected to increase the market
capacity to 32,5% (comparing to 2010) during
this period. The increase will be occurred
because of lower impact of crisis on the
Ukrainian economy; the public confidence to the
banking system will also increase and as a
result of this – increase of lending to the
population (consumer loans). However, it is not
expected to reach market capacity of pre-crisis
level.
www.pro-consulting.com.ua
30
MARKET REVIEW OF TELEVISION SETS
ООО "Финансово-аналитическая группа "Проконсалтинг"
www.pro-consulting.com.ua
Украина, 02160, г. Киев, проспект
Воссоединения, 7-а
Тел./факс: +38(044) 501-43-40;
+38(044) 503- 63- 60
Financial and analytical group «Pro-Consulting»
www.pro-consulting.com.ua
7-A Vozzyednannya Avenue
Kyiv - 02160, Ukraine
Tel: +38(044) 501-43-40;
+38(044) 503- 63- 60
© 2009 OOO "Финансово-аналитическая группа "Про-консалтинг". Все права защищены.
Данный документ был подготовлен аналитиками компании исключительно в
информационных целях, и ни в какой мере не является официальным предложением для
принятия каких-либо решений, а также покупки или продажи каких либо ценных бумаг, прав,
объектов или товаров. Обзор не предполагает полного описания прав, объектов, рынков и
событий, имеющих отношение к теме документа.
Информация, на которой основывается анализ, происходит из источников, которые, по
мнению аналитика, можно считать надежными и адекватными.
Компания, аналитик и уполномоченное лицо имеет право использовать представленную
ниже информацию и материалы, на основе которых она подготовлена.
Данный документ не должен рассматриваться как единственно верный для принятия
решений его Получателем.
www.pro-consulting.com.ua
31
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