Sony Center (Exclusive Show Room) Swaroop Nagar, Kanpur
Training Certificate Name of Student
Manish Kumar
Institute
International Institute of management & Entrepreneurship
Branch/year
MBA-marketing/2010-2012
Start date of training
September20th, 2011
End date of Training
October31th, 2011
Project Title
Buying behavior /need Analysis &Generation of Prospective customer List for Sony Product
Neeraj Kadia
Dealer (Sony Center, Kanpur)
Date: Date:-31/10/2011
2
Acknowledgement I would like to thank “Ikya Human capital solution Pvt. Ltd.” for giving me this opportunity. I would like to thank MR. V.K. Shukla (Mentor of IIME)) for taking interest in my project amidst his busy schedule. constantt and valuable guidance by him though out I extend my heartful thanks to for the constan my course.
I express my deep gratitude towards Mr.Vive Mr.Vivek Chhugani (Area Area Sales Manager), Manager) Kanpur, for giving me permission to do the project in their organization and their valuable guidance at the company during th the execution my project work at Sony Exclusive, Kanpur.
I would like to take the pleasure of this opportunity to express my heartful gratitude to my guide Mandakini Ma’am (Faculty Faculty Member, IIME) who took personal interest and gave valuable suggestion through out my field work and completion of the project.
I thanks all my faculty member of MBA department tor their valuable suggestion throughout my course.
The importance of the moral support and good wishes of my parents and friends is external and I am very much indebted to them.
Finally, I thank all my friends who directly or indirectly helped me a lot during my project
MANISH KUMAR International Institute of Management and Entrepreneurship
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Declaration
I Manish Kumar here by declare that project Entitled ntitled “A Project report on Consumer buying behavior of Sony Product in Kanpur” is the outcome of my research work. No part of this research has been submitted earlier to any institution or University for the award of any other Degree/Diploma. The sources of material, data used in this study have been acknowledged.
Date: - 31/10/2011
(Researcher)
Place: -Kanpur
Manish Kumar
4
Executive Summary One of the most recognized brand names in the world today, Sony Corporation, Japan, established its operations in India in November 1994, focusing on the sales and marketing of Sony products in the country. In a span of 12 years Sony India has exemplified the quest for excellence in the world of digital lifestyle becoming the country’s foremost consumer electronics brand. With relentless commitment to quality, consistent dedication to customer satisfaction and unp unparalleled aralleled standards of service, Sony India is recognized as a benchmark for new age technology, superior quality, digital concepts and personalized service that has ensured loyal customers and nationwide acclaim in the industry. In India, Sony has its foo footprint tprint across all major towns and cities through a distribution network comprising of over 7000 channel partners, 215 Sony World and Sony Exclusive outlets and 21 direct branch locations. Manned by customer friendly and informed sales persons, Sony’s exclu exclusive sive stores ‘Sony World’ are fast becoming the most visible face of the company in India.
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Table of contents Detailed Study
S.No. 1
2
3
Introduction Objective of Study Limitation of Study Research Methodology Marketing Research Research Methodology Research Design &Sampling Data collection
9 10
12 14 15-20 22-24
Company Overview Background of Company Company Profile Product range Comparison of Sony & LG Comparison of Sony & Samsung SWOT Analysis
4
Page No.
28 30 33-40 42 44 45-47
Marketing Strategies Marketing Strategies Competitors Milestone of Sony Product
49 51-56 57-59
5
Position of Sony in electronic Market
61-62
6
Data Interpretations
63-78
7
Conclusion
79
8
Bibliography
81
9
Questionnaire
83-87
6
Introduction
7
Introduction
The essay intends to discuss why it is necessary to understand competitors and how understanding of competitors can help successful planning of marketing activities. The essay intends to determine the importance of strategic marketing planning and its need of understanding a company’s rival. Through hrough the essay a better understanding of strategic marketing planning, and the need to know competitors will be made.
8
Objective of Study The objective of the su summer mmer Training is to ensure that I as a management student develop in real life for handling the specific project and also to develop all roundness in various management activities related to the area of my specialization. This training gives me a substanti substantial al corporate exposure and also serves as useful tool of interaction with the corporate sector.
The project has been derived from the field of Marketing and is entailed as “Buying Behavior/Need Analysis & Generation of prospective Customer List for Sony P Products roducts in Kanpur, Uttar Pradesh”
The main idea behind this project is: Ø To study the buying pattern of people towards consumer goods. Ø To determine the major factors influencing the buying decision process of the target group. Ø To set out some basic m marketing arketing implications for the marketers to cater to different needs of the targets group. 9
Ø 4. To have some insights on the relationship between marketing stimuli and youth responses. Ø 5. To serve as guideline for further research in this area.
LIMITATONS OF THE STUDY 1)) Time constraint serves as the main limitation for the study. As the project study is vast nature and customer has less time to give answer. 2) Language barrier is also a big limitation for customer as well as interviewer. 3) Study is area specific
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Research Methodology
11
Marketing Research: Research:“Marketing research is the function that’s links the consumer, customer and public to the marketer through information, that information use to identify & define marketing opportunities and problem, generate and evaluate marketing action and monitors marketing programme and improve understanding marketing process” -American American Marketing Association
Importance Marketing Research: Research:Ø To Make Marketing Decisions Ø Survive the Competition Ø Helps to Decide Target Markets Ø Maximize Profits Ø Increasing the Sales
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Consumer behavior: “Consumer Consumer behavior is the process whereby individuals decide whether what, when, where, how and from whom to purchase goods on services.” - Walter and Paul
Importance of Consumer Behavior: Behavior:Ø To design the optimal product or service for customers. Ø To determine where the product or Service should be available that would easy for the customers to buy. Ø To determine what price will the customers give up purchasing product or service? Ø To determine which method of Promotion would be most effective for getting the customers to buy a product. Ø It helps in changing anging the behavior of the consumers. Ø To improve performance of the organization. Ø To achieve the organizational objectives objectives.
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Research Methodology: Methodology:“It is the procedure use in making systematic observation and obtaining data, evidence on information as a part of research process.”
Sample Size:Sample size is the number of observations used for calculating estimates of a given population. For example,, if we interviewed 30 random students at a given high school to see if they liked a certain music artist, "30 students" would be our sample size.
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Research design::A research design is a systematic objective and scientific plan developed for directing a research study. It constitutes the overview for data collection measurement and analysis of data.
Need of research design • • • •
Ensuring research progress in right direction Minimizing time and cost of research Encouraging coordination and effective organization Minimizing bias and maximizing the reliability of the data collected and analysed.
Formal research design Ø Completely randomized design: design:It involves only two principal: The principal of replication and randomization. When experimental areas homogenous for study, CR design is used in this condition.
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Ø Randomized block design design:It is an improvisation to CR design. Along with other two principal, local control can be applied in RB design.
Ø Latin Square design: design:-
For agriculture related researches, LS design is used. The treatments in an LS design are also allocated among the plot that no treatment occurs more than once in any row or column. Ø Factorial design: design:When more factors are showing more than one effects, factorial design is used for such studies.
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Type of Sampling
1. Pure research It is done only for sake of knowledge knowledge.. Intenension is not to apply it in regular practice. Pure research is also called basic or fundamental research. New theory or refinements of an existing theory are developed with the help of pure research .It lays foundation for applied research. It helps in finding critical factors in a problem. 2. Applied Research When real life problem require some solution and de decision cision making applied research is carried on. Means applied research is problem oriented and action directed directed. It brings immediate and practice research example marketing research carried on for identifying chase customer habits to purchase so.
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3. Exploratory Research When researcher has no knowledge or little knowledge about unfamiliar problem .researcher makes the preliminary study. The objective of this research is to generate new ideas gathering new facts precise formulation of problem. “At the first level is the discovery of significant variable in particular situation; at the second, the discovery of relationship between variable.” -Kartz
4. Descriptive Research This research is simple in nature and in its applicati application. on. It is more specific exploratory research. It focuses on problem under study and also aims at a classification of the range of elements comprising the subject matter of study. It highlights method of data collection and interpretation.
search 4. Diagnostic Research It aimed towards in depth approach to reach the basic casual relation of a problem and possible solution for it. Problem formulation, defining the population correctly for study purposes, proper methods for collecting accurate information ,correct measurement of variable , statistical and test of significance are essential in diagnostic research.
18
5. Experimental Research To have the understanding of the effects of particular variable in a process by keeping other variable constant or controlled experimental research is used. It developed the relationship among variable i.e. how they are related to each other.
6. Analytical Study Quantitative data is analysis with the help of mathematical models or statistical technique applicable to numeric data. In other words Analytical study is also called as statistical method.
7. Historical research When finding have to be made with the help of old existing source like documental and other information sources to understand events an ides of the past ,historical research is very useful.
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Sample design:A procedure or plan drawn up before any data iiss collected to obtain a sample from a given population. Also known as sampling plan, sample design.
Non Probability Sampling Methods
Convenience Sampling Sampling:Where the researcher questions anyone who is available. This method is quick and cheap. However we do not know how representative the sample is and how reliable the result.
Quota Sampling: Using this method the sample audience is made up of potential purchasers of your product.
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For example if you feel that your typical customers will be male between 18-23, 23, female between 26 26-30, 30, then some of the respondents you interview should be made up of this group, i.e. a quota is given.
The judgment sample sample: A judgment sample is obtai obtained ned according to the discretion of someone who is familiar with the relevant characteristics of the population.
21
Data Collection The project consisted of analysis of performance of the several consumer durable brands. In this particular project fundamental research was also carried out which attempted to explore knowledge through methods like personal interaction with the customers. Data Collection Methods Ø Primary data Ø Secondary data
PRIMARY DATA DATA:Primary data is data that has not been previously published, i.e. the data is derived from a new or original research study and collected at the source, e.g., in marketing, it is information that is obtained directly from first first-hand hand sources by means of surveys, observation or experimentation ü “The information provided by the customer & staff members.” ü Through the personal interaction with the help of questionnaire.
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Advantage primary data: Ø It is the original type of data. Ø It is possible to capture the changes occurring in the course of time. Ø It is flexible to the advantage of researcher the same data can be utilized by researcher for multiple dimension scientifically Ø Extensive research study is based on primary data
Method of collecting primary data v Interviewing v Observation v Experimental v Mail survey v Projective technique v Simulation
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SECONDARY DATA "Secondary data are those already in existence for some other purpose than the answering of the question in hand." - M.M. Blair “Websites of consumer durable brands. Like Sony, Samsung, LG etc.”
Advantage of secondary data Ø Secondary data is easily accessible and does not cost much to researcher depending on its availability. Ø Long historical period can be analyzed by researcher with less cost, which is an added advantage of using secondary data Ø The secondary ary data use ensures that availabili availability of data for making scientific generalization from the studies. Ø Environmental and culture setting are required for the study.
24
Company Overview
25
Company Overview
Company:
Sony India Pvt. Ltd.
Managing Director:
Mr. Masaru Tamagawa
Date of Establishment:
November 17, 1994
Location:
A-31, Mohan Cooperative Industrial Estate, Mathura Road, New Delhi 110044, India.
Staff Strength:
728
Share Capital:
Rs. 550 million
Share Holding:
100% subsidiary of Sony Corporation, Japan
Branch Offices:
Delhi, Haryana, Mumbai, Bangalore, Chennai, Kolkata, Hyderabad, Vijayawada, a, Jaipur, Chandigarh, Lucknow, Pune, Ahmadabad, Ahmadabad Indore, Cochin, Coimbatore, Ghaziabad, Guwahati, Mangalore and Ranchi 26
Business Activities:
Marketing, Sales and After After-Sales Sales Service of electronic products & software exports Products: Televisions, Hi Hi-fi fi Audios, Home Theater systems and DVD players, Personal Audio (CD/Cassette Radio Players and Walkman®), Audio Video Accessories, Car Audio and Visual Systems, Notebooks, Gaming Consoles, Camcorders and Digital Still Cameras, Digital Imaging Accessory (Batteries, Chargers, Microphone, Photo Printers), Mobile Phones, Recording Media and Energy Devices, Broadcast and Professional products.
27
Background of the company Sony Corporation is a Japanese electronics manufacturer, with headquarters in Tokyo. Sony designs, manufactures, and sells electronic equipment. It is a leader in the development of consumer electronics goods, such as videocassette recorders, cellular and cordless telephones, compact disc equipment, and television systems. Sony also manufactures computers and related devices (2003). Sony actively encourages innovation by its employees. Design engineers are given budgets and time for innovation and experimentation. The company holds an annual contest in which engineers show off their prototypes; bonuses are awarded to those whose prototypes are selected for eventual manufacture facture and marketing. Sony continually makes and offers new products, most of which are tested in the Japanese market. Sony has been particularly successful in the United States market; however, it is outsold in Japan and elsewhere by Matsushita, another Japanese electronics giant (2003).
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Overview One of the most recognized brand names in the world today, Sony Corporation, Japan, established its India operations in November 1994, focusing on the sales and marketing of Sony products in the country. In a span of 15 years Sony India has exemplified the quest for excellence in the world of digital lifestyle becoming the country’s foremost consumer electronics brand. With relentless commitment to quality, consistent dedication to customer satisf satisfaction action and unparalleled standards of service, Sony India is recognized as a benchmark for new age technology, superior quality, digital concepts and personalized service that has ensured loyal customers and nationwide acclaim in the industry. With brands names such as BRAVIA, BRAVIA Theatre, Cybershot‚ Handy cam®, VAIO, Walkman®, Xplod, Memory Stick™‚ PlayStation® Sony has established it self as a value leader across its various product categories of Audio/Visual Entertainment products, Information and Communications‚ Recording Media, Business and Professional products. In India, Sony has its footprint across all major towns and cities through a distribution network comprising of over 5000 dealers 29
and distributors, 240 exclusive Sony outlets and 19 dire direct branch locations. Manned by customer friendly and informed sales persons, Sony’s exclusive stores ‘Sony Center’ are fast becoming the most visible face of the company in India. Sony India also has a strong service presence across the country with 20 company mpany owned and 190 authorized service centers and 16 exclusive demonstration centers. A distinctive feature of Sony’s service is its highly motivated and well well-trained trained staff that provides the kind of attentive and sensitive service that is rare today.
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Company Profile In a burnt-out out department store in Tokyo in 1946, just after World War II, Masaru Ibuka and Akio Morita , running a company then know as Tokyo Tsushin Kogyo (Tokyo Tele communications Engineering), attempted to produce a simple electric rice cooker. It did not work too well, but it kicked kicked-off their desire to produce products for everyday life.
In 1958, the company name was changed to Sony Corporation and since then, Sony has become one of the most recognized brand names in the history of the modern world. From the outset, Ibuka and Morita strove to develop exciting products to fulfill people dreams. From its first transistor radio in 1955, to the Trinitron, Walkman, Beta cam , Handy cam, the Compact Disc and the floppy disc .Son .Sonyy has continually made things better, smaller and more innovative than ever thought possible.
Sony Corporation now spans a range of industries inc luding audio visual electronics, information technology, broadcast, telecommunications, entertainment, satellite lite broad casting and even insurance and finance.
Throughout the world today, Sony stands for innovation, state of the art technology and superior quality. Leading into its next fifty years, Sony’s vision is to offer people exciting new products and new lifestyles and remains 31
committed to the challenge of creating and realizing these dreams
Sony in India Sony is not new to India. Whether it was the television, or the walkman, a Sony always remained a must in the wish list of any Indian, returning home from abroad This love for the brand culminated in a new relationship when inspired by a reform friendly Indian business environment, Sony Corporation decided to set up a 100% subsidiary called Sony India on16th January 1995
COMPANY MISSION Sony India focused towards making a difference in the lifestyles in the Indian market and open up new vistas of entertainment in the country. Sony India remains committed towards offering new age technology and digital concepts while working hand in hand with ith the Indian industry to produce and sell excellence. Their consistent commitment towards service has brought the company quite closer to the Indian customer. 32
Product range of Sony
33
Product range of Sony
BRAVIA LCD TV 46“NX720 Series BRAVIA Full HD 3D TV
• • • • • •
•
Dynamic Edge LED Optic Contrast and CORNING's Gorilla Glass Panel Wi-Fi Integrated Monolithic Design Full HD 3D features a buil built-in 3D Transmitter X-Reality™ Reality™ picture engine
Cyber Cyber-shot shot Digital Camera 16.2 Mega Pixel T Series 5x Optical Zoom Ultra Ultra-Slim Cyber-shot shot (Black)
• • • • • •
16.2MP Exmore R™ CMOS Sensor Ultra Sleek & Compact Body (Only 12.2mm thin) 5x Optical Zoom & 10x Clear Image Zoom Superior Auto for High Quality Images 7 Picture Effect Modes AVCHD Full HD movie recording 34
VAIO Notebooks
Series • VAIO E-Series
2430 Processor 2.40 GHz with Turbo Boost up to 3.00 Ø Intel® CoreTM i5-2430 GHz 64-bit Ø Genuine Window® 7Home Premium 64 Ø 15.5” wide TFT color display (LED backlight)
•
Sony Tablet
Ø AndroidTM 3.2 Ø Easy to carry and easy to watch with 9.4 Trublack Touch Screen Display Ø Swift and smooth touch experience with quick view and quick touch
35
•
Handy cam® Camcorder
HDR-PJ50E • • • • • •
•
“Exmor R” CMOS Sensor 29.8 mm wide angle Sony G Lens Built-in Projector 220GB HDD Optical Steady Shot with Active Mode 7.1M still picture
Walkman® MP3 Players Ø 16 GB capacity Ø Superior sound quality Ø Superior visual quality
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•
Blu-ray ray Disc™ Players
•
Digital SLR / SLT Cameras Ø Ø Ø
10fps continuous shooting with auto focus Quick AF Full HD Movies Recording 16.2 MP Exmor CMOS Sensor
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PlayStation®3 Console dimensions (approx.) (W/H/D)
290 x 65 x 290 mm
Console mass (approx.)
3.2 kg
CPU
Cell Broadband Engine™
GPU
RSX
Sound
Dolby Digital Plus / Dolby Digital 5.1ch / DTS 5.1ch / LPCM 7.1ch / AAC / etc
Memory
256MB XDR Main RAM / 256MB GDDR3 VRAM
Wireless Controller (Bluetooth)
YES
BD/DVD/CD Driver (Read Only)
BD 2x (BD (BD-ROM) / DVD 8x (DVD-ROM) ROM) / CD 24x (CD (CD-ROM)
PlayStation®2 Compatibility
No
38
Ø
Ø
Ø
Home Theatre Systems
Headphones
Hi-Fi System
39
Ø
Voice Recorders
Ø
Storage & Recording Media
Ø
Business & Professional
40
Comparison of Sony and LG
41
Sony(BX320)
LG(LK311)
Bravia Engine HD Ready Digital Noise Reduction 2 HDMI
2011XD Engine HD Ready Noise Reduction 2 HDMI
Sony(CX320)
LG(LK332)
Bravia Engine HD Ready Digital Noise Reduction 2 HDMI FM Radio Light Sensor USB
2011XD Engine HD Ready Noise Reduction 3 HDMI
USB
42
COMPARISION OF SONY AND SAMSUNG
43
Sony(CX320)
Samsung(D450)
Bravia Engine HD Ready Digital Noise Reduction 2 HDMI FM Radio Light Sensor USB
Dnle+ HD Ready Noise Reduction 1,2 HDMI 10w+10w JPEG Format
Sony(NX520)
Samsung(D550)
Bravia Engine Full HD Digital Noise Reduction 2 HDMI FM Radio Light Sensor USB(Maximum Format)
Hype-real Engine Full HD Noise Reduction 4 HDMI 10w+10w JPEG Format
44
SWOT Analysis of Sony
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SWOT Analysis of Sony Product Strength ü Sony has build up a good brand image & customer loyalty by his service & quality. ü Same price in all over in India is also a great attraction for customer. ü Service wise Sony is the best among all his competitors, shops ambience, environment and location is very convenient. ü To provide better service Sony conducts the Service camp & Training and keep its employee update
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Weaknesses ü
High cost manufacturing base leading to lower margins
. ü
Legal proceedings likely to hamper corporate image.
Opportunities ü Sony is leading brand in consumer durable market because of its better service and quality. ü It has a professionalism, good service attitude and knowledgeable staff and employee. ü Because of keen foresightedness of future demand and customer perception, Sony can beat all the competitors.
Threats ü Unfavorable foreign exchange rate ratess likely to impact margins ü Impact of the global economic slowdown
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Marketing Strategies
48
Marketing strategies Management of a firm needs strategy, to make sure that everything goes well in the company, through the use of strategic management everything done in the company is well organized and no detail is being left out. The company needs strategic management to make sure that the company is doing well internally. The term strategic management originates from the Greek language, where the word means the art of a general. The person who makes strategies is the strategist who is the leader of an army (1991). Strategic management decisions have multifunctional and multi-business business consequences, this kind of decision require broad consideration of the firm's external and internal environments, and it may affect the firm’s chance of prosperity. It is important to know now what strategy is about, what can it do help the company prosper, what will happen if not used properly, what are the advantages and disadvantages of having a strategy. Strategy is a plan that assimilates the company’s major target; policies and rules; decisions and sequences of action into organized whole. It can apply at all levels of organization and pertain to any of the functional areas of management (2000). Strategy is plagued by a stigma of unsystematic reasoning (1988).
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It is incomplete search for strategic alternatives, and bounded rationality (1960) influenced this perception. Strategy is a combination of the company’s objectives, policies and decisions to be done in unison or contingent upon each other. Marketing strategy thus refers to how a company’s products or services its trade is presented to consumers in an effective manner as to gain loyal costumers. Strategy can be used in different ways, one of which is through marketing. Using strategy in marketing makes it more convincing and effe effective. Strategy makes sure that nothing wrong happens in the marketing process in the company. Marketing strategy is a way to capture a niche in the consumer market. Businesses utilize it to gain following and exploit their maximum and/or optimal profit capabilities. Strategic marketing is the way company sells the product it has with less difficulty and more readiness to face competitors. Strategic marketing makes sure that the company uses all of its resources to counter its competitors. Strategic marketing planning is a procedure wherein the strategies used to sell product is carefully studied and analyzed so that the company can compete well and have advantage with rivals.
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COMPETITOR’S All firms have strategic windows and some of these windows win open out on to markets that are shared with other firms. Where windows share views over the same market, competition exists. It is important to understand how different firms view the same market since their perceived and actual windows of opportunity will not all be the same. The nature of competition and the factors which influence it are explored along with how firms identify competitors and how they use product positioning to obtain a competitive advantage. Attention is paid to how firms define their ir marketing strategies and analyze the competitive positions of rivals ( 2000).Consideration is given to the various sources of information available to firms that enable them to gauge competitors’ strengths and weaknesses. Success in the market place depends ends not only on an ability to identify customer wants and needs but also upon an ability to be able to satisfy those wants and needs better than competitors are able to do. This implies that organizations need to look for ways of achieving a differential advantage in the eyes of the customer. The differential advantage is often achieved through the product or service itself but sometimes it may be achieved through other elements of the marketing mix (2000).
An important thing the company should be wary of is to understand competitors. Gaining knowledge against competitors helps in creating measures to gain advantage against 51
competitors. To know and have an in depth knowledge of the competitors the company can use different kinds of strategy such as porter’s generic strategy. Determining and having added knowledge about the competitors help in planning marketing activities through distinguishing and forecasting what activities rivals may use and wha whatt strategy they might implement. Having added knowledge creates a way for the company to prepare for anything competitors might do and it helps in planning marketing activities that focus on having contingency measures against competitors. Sony although already a well known and successful company still uses strategic marketing planning that keeps the company alive in its industry. This strategic marketing planning keeps Sony alive against its competitors. Sony should still know and acquire all information they can with regards their competitors. The competitor’s activities, background and actions should be known by the company so that in planning marketing activities they know which things will be done by the competitors, what kind of actions the competito competitors rs will do in certain situations, and what future things the competitors might do. Sony should not be complacent with the things they know about the competitors. They should strive to find out things about the competitors that cannot be visibly noticed. Th Through the use of certain strategies like porter’s generic strategy the company might be able to know more about competitors and through such information they can plan strategies to conquer this competitors.
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COMPETITOR’S PROFILE
Samsung The Korean company Samsung has grown to become one the world’s leading electronic electroniccompanies, specializing in digital appliances and med ia, semiconductors, memory and system integration. Today Samsung’s innovative & top quality products & processes are world recognize recognized.
The digital age has brought revolutionary change – and opportunity – to global business, and Samsung has responded with advanced technology, competitive products, and constant innovation. Samsung, see every challenge as an opportunity and believe that it is perfectly positioned as one of the world's recognized leaders in the digital technology industry .Its commitment to being the world's best has won the No.1 global market share for 13 products, ducts, including semiconductors, TFT TFT-LCDs, LCDs, monitors and CDMA mobile phones. Looking forward, and making historic advances in research and development of its overall semiconductor line, including flash memory and non non-memory, memory, custom semi conductors, DRAM and SRAM, as well 53
as producing best-in-class class LCDs, mobile phones, digital appliances, and more.
54
LG The history of LG Electronics has always been surrounded by the company's desire to create a happier, better life. LG Electronics was established in 1958 and has since led the way into the advanced digital era thanks to the technological expertise acquired by manufacturing many home appliances such as radios and TVs. LG Electronics has unveiled many new products, applied new technologiess in the form of mobile devices and digital TVs in the 21st century and continues to reinforce its status as a global.
.
• • • •
LCD TV Plasma TV Ultra Slim TV Flat TV
55
Home theatre
• • • • •
Notebook PC Desktop PC Monitor Optical Storage Devices Projector
MOBILE PHONE
56
Milestone of Sony
57
Milestone of Sony Product 1950-
Japans first magnetic tape recorder, the “G “G-type “launched
1955-
Japans first magnetic transistor radio, the “TR55”launched
1960-
World first TransistorTV”T8 TransistorTV”T8-301”launched 301”launched
1971-
3/4 inch umatic color cassette player the “VP “VP1100”
1982-
Worlds first CD player, the “CDP “CDP-101” 101” launched
1990-
Hi definition R Ready, eady, 16:9wide aspect ratio, 36” television
2000-
Sony playstation2 with 128 128-bit bit Emotion Engine”
2001-
“Info-stick” stick” Bluetooth module, developed
2002-
“Pcg-u1”this u1”this was worlds smallest and lights pc running Microsoft Windows XP
2003-
First “Qualia” product launched
2003-
First “Blue “Blue-ray ray Disc” product launched
2004-
First-generation generation liquid crystal display 58
2005-
Launched BRAVIA series of wide screen LCD TV’s feature live color creation
2006-
HDR-UX1 UX1 world first HD cam recorder
2006-
Play station 3
59
Position of Sony in Electronic Market
60
Share Market Position Sony in Electronic Goods
Others, 9%
Sony, 27%
Onida, 4% Penasonic, 7%
Videocon, 9%
LG, 21% Samsung, 23%
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USP’S OF THREE MAJOR BRANDS
Name of Company
SONY
LG
Samsung
Location Wise Service Attitude Pricing Wise Professionalism Quality Wise Product availability Information Support Knowledge of a Staff Staff Availability
Good Excellent Best Excellent Excellent Best Best Best Good
Good Average Poor Good Good Best Average Average Good
Good Poor Good Average Excellent Best Poor Good Good
62
Data Interpretation
63
• Gender wise classification of respondents
Gender Female 40%
Male 60%
64
Size of Family
Size of Family above 7 7%
Less3 20%
5 to 7 18%
3 to 5 55%
65
• Classification of age ge wise a awareness of Technology
Age wise awareness of Technology 51-60 16%
61& above 5%
21-30 30 37%
41-50 21% 31-40 21%
66
• Classification of respondent’s of Qualification
% of respondant's Qualification 10& Below 2% 10+2 8%
Graduate 25%
Post Graduate 65%
67
• Classification of respondent’s on the basis of occupation
% of respondent's on the basis of occupation Agriculture 10%
Private Job 26%
Labour 6%
Business 30%
Govt.Job 28%
68
• Classification of respondent’s on the basis of income level
% of respondent's on the basis of income 50,000& above 20%
30,000-50,000 25%
Below 15,000 7% 15,000-20,000 15,000 18%
20,000-30,000 20,000 30%
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Number of respondent’s actual user of product or not
90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Yes
No
70
Number of respondent’s who use different of product of Sony
% of different use of Sony Product Handicam 13%
LCD/LED 21%
PS2/PS3 8%
Laptop 18% Home Theater 13%
Dvd Player 8%
Camera 19%
71
Mode of Payment
Mode of Payment Mater Card 15% Credit 1% Cheque 5%
Cash 79%
72
Classification of number of customer making satisfied
% of making of customer Satisfied Quality
Customer Service
Brand
5% 45%
50%
73
Number of choice change due to increase quality
% of respondent'sChange choise due to Decrease price
Yes 35%
No 65%
74
Number of choice change due to reduction Price
% of respondent'sChange choise due to Decrease price Yes 35%
No 65%
75
Classification according to influence sales person choice
% of influence sales person choice No 26%
Yes 74%
76
Classification number of respondent’s comparison with other brand
% of customer who compared with other brand No 26%
Yes 74%
77
Classification of compared with other brand
Compression Onida 10%
Other 3%
LG 30%
Videocon 10%
Panasonic 22%
Samsung 25%
78
CONCLUSION
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CONCLUSION Ø According to research of 30 days in Sony India ltd, it reveals that Sony is real as well as a great leader in electronic and consumer durable. Ø Sony is masters in Bravia LCD TV; Cyber shot camera, and vaio notebooks. Sony has credibility in these products. Ø Sony as a brand is so popular in rich class people; they think it is nothing but a status symbol. Ø Sony is facing tough competition with Samsung & LG because of reasonable price &quality. Ø But when considered service attitude, one pricing policy, promotion policy, quality of a product, professional appearance & knowledge of staff regarding product feature sand function, Sony is far ahead from Samsung & LG. Ø Sony plays a vital role in consumer durable market.
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Bibliography
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Bibliography • The information provided by the customer. • Through the personal interaction with the help of questionnaire. • Websites of consumer durable brands. Like Sony, Samsung, LG etc.
Ø Ø Ø Ø Ø
www.google.com www.scrib.com www.sony.co.in www.samsung.com www.wikipedia.com/sony
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QUESTIONNAIRE
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Name:……………….… ……….…
Address:……………………. ……….
Profession………………
………………………………
Age:……………………
………………………………
Contact No:…………… No:……………..
Zip Code…………………….
Q1:: Who purchase Sony Product? a) Male b) Female
Q2:: How many members in Family? a) 3 b) 3to5 c) 5to7 d) Above 7
Q3:: Technical Awareness………………. a) Yes b) No
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Q4:: Income of customer…………………………/month a) <15,000 b) 15,000-20,000 c) 20,000-30,000 d) 30,000-50,000 e) >50,000 Q5:: Are you actual user of Sony Product? a) Yes b) No
Q6:: which Sony Product first time you use? a) LCD/LED b) Home Theater c) Camera d) Handicam e) Laptop f) DVD Player g) PSP/PS2/PS3
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Q7:: Mode of payment………… a) Cash b) Cheque c) Credit d) Master card
Q8: What is making customer satisfied of Sony Product? a) Quality b) Customer Service c) Brand
Q9: Influence sales person or not? a) Yes b) No
Q10:: Are you compared Sony Brand with other Brand? a) Yes b) No
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Q11:: You are compared Sony Brand with……………………….. a) LG b) Samsung c) Panasonic d) Onida e) Videocon f) Other
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