Market study for Philips public address amplifiers philiamp60 and philiamp120; Philips India Ltd., New Delhi

Abstract

After gaining a dominant share of the institutional segment of Public Address (P.A.) system market, Philips India Ltd. wants to enter into the other segment of the market - the small users. They recently launched a range of P.A. amplifiers - Philiamp60 (60W - 4 channel amplifier) and Philiamp120 (120W 5 channel amplifier) - targeted at this segment. Though the specifications for these amplifiers are comparable with those of the other brands, Philips has not been able to make a dent in this market. This project was undertaken to find the reasons for the sluggish sales of these amplifiers and also to know of a suitable course of action to be adopted for successful entry of Philips into this segment of the market.