Survey Report of Samsung Electronics Final

MARKET SURVEY REPORT ON SAMSUNG ELECTRONICS

SUBMITTED IN PARTIAL FULFILMENT FOR THE REQUIREMENTS FOR THE AWARD OF THE DEGREE OF MASTER IN BUSINESS ADMINISTRATION

Submitted to:

Submitted by:

Lec. ASWANI MALHOTRA ASBM

NITIN RANA MBA 4TH AEMB0086B/09

DEPAR TMENT OF MANAG EMENT

ARNI SCHOOL OF BUSINESS MANAGEMENT (ARNI UNIVERSITY)

DECLARATION

I Nitin Rana Roll No.ID AEM B0086 B/09

M.B.A. Final year (4th semester) of Arni School of Business Management hereby declare that the final project report entitled “Market Survey Report On Samsung Electronics” is an original work and the same has not been submitted to any other University/Organization for the award of any other degree. A seminar presentation of the project Report was made on by me only and the suggestions as approved by the faculty were duly incorporated.

Signature of the Candidate

Presentation In charge (Faculty)

Countersigned Director/Dean/Coordinator Seal

Practic al trainin

PREFACE

g is an import

ant part of management courses. Theoretical studies are not sufficient Practic to get into corporate world and understand the complexities of large- al scale organizations.

trainin g expose

s us to real practices of management in the organization. It also

I deem

exposes students to the treasures of experience, knowledge and

it

learning which prerequisites of making a successful career are.

privile ge to have

undergone this project. I acknowledge that the practical training that I (NITI got from this cannot be gained otherwise. I found my project very interesting and challenging.

N RANA )

It

is

certifi CERTIFICATE

ed the

project work entitled “ Market Survey Report On Samsung has Electronics” done by Nitin Rana to be submitted to ABSM in

Partial fulfillment of the requirement of the award of the degree of MASTER OF BUSINESS ADMINISTRATION (MARKETING)

been carried out under my guidance and supervision.

PROJECT G

Mr. Ashwan Lect. ABSM

ACKNOWLEDGEMENT

My efforts to conduc t survey on SAMS UNG

INDIA’S counter display and product image etc. could have gone in vainsystem if blessing of my project manager Mr.Aswani Malhotra Were not with me. Iatic could put my best even in far flung areas of Kangra and Chamba districtsand due to encouragement and continuous guidance of my teachers, seniorsstep and classmates for each and every aspect of survey. I congratulate all the wise concerned dealers of SAMSUNG INDIA for their excellent support insolutio compiling and bring out needed data/information which wasns to authenticated, easy to understand and ready to apply. They (dealers)various extend all possible cooperation to provide available references,proble

ms being faced by them. Updated information’s regarding competitors, constructive suggestions for future improvements are gratefullyNitin Rana acknowledged. Last but not the least I thank all those consumers of brand SAMSUNG M.B.A. INDIA who facilitate me by telling threats, weakness and opportunities of4th various products without any hesitations and offer solutions to improveSEMES TER product range and to cover different segments of customers.

ASBM. Indora(HP).

the progre ss of differe nt INTRODUCTION brand consu SAMSUNG INDIA has launched product range of different electronicmer’s items with the intention of expending its market share. In order to monitorbehavi

or, brand image and market share at dealer level, this survey wasdecora conducted under the guidance and encouragement of Sh. te the This survey was also organized to plan counter display at different levelsoutlets. to check product wise competition with other companies involved in theSurvey same business. Through this survey company may know the product may positioning and can push slow moving products, create brand shifts,produc enhances brand visibility at the outlet and get feedback from the market. e This survey also had objective to know dealer’s position in markets and tooutcom offer them schemes, display, advertisement and sales materials toe with

provision of model outlet to retailers to remain attractive towards brandThe to a greater extent. Winning customer through obtaining approvals,survey recommendation, brand pull and trade push were some other integralremain part of this survey to serve company in territories with varying potentialed very and geographical size. Besides this survey was a greater usage to knowgoods the unethical practices, vertical/horizontal channel conflicts withthroug competitors. h the period as fair

proportion of population comprised of young trendy males, choosy orthodox females and energetic, enthusiastic youth were come in contact that provide very good test market too.

electroni

EXECUTIVE SUMMARY

cs producin

I have imparted my summer training under Samsung India Electronics Pvt. Ltd. (Chandigarh g many branch office). It was a great experience to me for doing training in well reputed company. products Samsung electronics comes into existence in 1969. Its founder was Mr. Lee Byung-chullike Flat (1910-1987). It is public company and its headquarters is Seoul, South Korea. Samsung

CTV, LCD, Semi automatic washing machines, fully automatic washing machines,Punjab & microwaves, A.C’s and many more. Samsung Electronics carry its business in India throughHimacha the following Dealers Network. This includes Chandigarh, Diu, Daman, Dadar & Nagarl Pradesh Haveli, Lakshadweep, and Andaman & Nicobar Islands. This Chandigarh Branch Office is and one also one of the Dealers Network in India and also comes under India Branch Offices. ThreeUT

is

States and one UT come under this Chandigarh Branch. These three states are Jammu, Chandig

arh. This Chandigarh Branch is being headed by Mr. Sanjay Bhatt who is branchOBJECT manager.There is proper marketing network of Samsung. The goods are being dispatched toIVES – the Distributors and Direct Dealers. Then Distributor would forward goods to the Sub Primary

Dealers according to his requirements. And then these Distributors, Direct Dealers and Subobjective: Dealers would sell goods to the Customers from their outlets.

 To know the present Market Scenario of Samsung at Kangra and Chamba region of H.P. Other objectives are as follows: To know the market share of competitor.  To know that which company have maximum emphasis on COUNTER display.  After going through the survey especially in Rural Areas of Kangra and Chamba Districts of Himachal Pradesh SAMSUNG INDIA will be able to:-

• A p p r e c i a t e

the need and nuances of sales monitoring system. Get an exposure to plan a sale monitoring system and rearranging product line With consumer attitude. • Understand the evaluation criterion for sales tracking. • Understand the issues and problems in territory planning. • Alternate approaches to territory planning. •

SCOPES –

different

In order to accomplish the objectives of the project I conducted a survey regarding estimatingBranded the dealer’s behaviour regarding Home Appliances & Consume Electronics in HIMACHALSproducts market as how they think of these things. Besides it how the Sales behave in relation to in Display of goods in Showrooms with well organized manner and with a combination of different POP/POS. and I was also to find the criteria on the basis of which the dealer display thequantity.

The survey was restricted to the Multi-branded and exclusive Showrooms in Kangra andmarket. Chamba distt of H.P.

In LCD, LG is the

During my training I am doing a survey. My survey is restricted to distributors, direct main dealers and sub dealers. In dealer survey I found that maximum dealer display the Samsungcompetit Flt ctv in their showroom. In the display of LCD there is very strong competition in Districtsor

of

Samsung. In the display of frost free ref. Samsung get the 1st rank. During my survey I foundcover that many dealer displays direct cool and semi automatic washing machine of Samsunghuge Company in their showroom. There is great display of LG fully automatic washing machinesmarket it in the district. Now in the sales Samsung again in the top. Sale of Samsung f lat ctv was very cover high in Himachals market. Most people prefer Samsung Flat ctv but in sale of LCD Samsung53% and LG are in the top position. Both cover 31% market. In the sale of frost free Samsungmarket.

In the sale of direct cool and semi automatic washing machine Samsung cover 42% &45%some say market. In the sale of fully automatic there is strong competition. There was also great that demand of microwave, LCD,during my survey I found that many dealer thought that there isstock and strong effect of POP/POS display. It will increase the sale of product. Many dealer thought service. that Samsung company has maximum emphasis on POP/POS display. When I talked about55% the criteria for the current display many dealer said that there is no reason for display anddealers

thought that status of Samsung in display of POP/POS as compare to LG was excellent. During survey I find that there are many extra features in LG products. I give many suggestions which are as follows:-

m •

More aggressiveness in features of products.

•

Increase margins of dealers.

•

Give POP/POS material to every dealer and distributor for increase the sale.

•

Company should guarantee scheme also. There should be some conditions in the replacement of product. Like: company should replace the product with in one

o n t h o

•

f purchasing date.

•

For increase sale proper marketing should be done on T.V, newspaper, and

Com

magazines.

b

•

Good schemes should be given to dealers and customers.

o

•

In the products like LCD there should be improve on picture quality whose screen

o

is more then 40”.

ff

ers give to dealers and customers. During my survey I face many limitations which are as follows:•

Most

Generally the respondents were busy in their work & were not interested inresponde

responding rightly •

•

Respondents were reluctant to disclose complete & correct information about

themselves and their organization

nts were not maintaining proper records of their sale so they information on the bases ofSummer estimation •

Training

The last but the most important point to that survey was carried throughProject

Questionnaire and the Questions were based on perception. Most important is positioning.in But there may be certain aspects not taken into consideration.

Samsung

CONCLUSION -

India

Electronics Pvt. Ltd. was an enriching experience. I was able to achieve the objective through Market Survey and its analysis in Kangra and Chamba distt of H.P for what I have been appointed as a Summer Trainee. A Personal interaction with the Customers and Dealers gave me their perception regarding the Samsung products. I also came to know about their Brand Preference, Brand Loyalty and Brand Awareness regarding products. Overall it was a great learning experience for me that would help me a lot in future.

CONTENTS Nos.

Headings

1

Introduction of the company

A Sam Sam B Sam C Sam D Visio E Key F Sam

G H I J K L M

Samsung electronics product category Samsung electronics dealer network Area sales office Samsung branch office Manufacturing Chandigarh branch network Marketing network

2

3 a)

Mar

b) c)

Types of marketing research Marketing research process

Introduction to project undertaken a Reasons to choose the project .

5 b Sampling 4 a b

Introduction to data analysis Dealer survey

Swo 6

Bibl

GRO WIN G

TO BE THE BEST

earn the

“Our aim is to gain technological leadership in love the Indian marketplace even as our goal is to and

respect

of

consumers.”

more

and

more

of

our

Indian

Mr. S.H CEO,

Samsung West Asia

South-

INTRODUCTION OF THE COMPANY

SAMSUNG GROUP: At A Glance Type

:

Private

Founded In

:

1938

Headquarter

:

Seoul, South Korea

Founder

:

Mr. Lee Byung-chul (Feb.1910 – Nov.1987)

Chairman

:

Mr. Lee Kun-hee

Industry

:

Conglomerate

Revenue

:

US$ 173.4 billion (2008)

Net Income

:

US$ 10.7 billion (2008)

Employees

:

276,000 (2008)

SAMSUNG GROUPThe Samsung Group is a South Korean conglomerate (chaebol) composed of numerous businesses, including Samsung Electronics, one of the world's largest electronics companies. Samsung Group is South Korea's largest exporter and is helmed by Chairman Lee Kun-hee, the third son of the founder Lee Byung-chul. The name "Samsung" means "three stars" or "tristar" in Kore Samsung means “three stars” in Korean. Lee Byung-Chull founded Samsung in 1938. It started as a small trading company with forty employees, located in Seoul. The company did fairly well until the Communist invasion in 1950 which caused great damage to his inventories. He was force to leave and start over in Suwon in 1951. In just a year, the company’s assets had grown twenty-fold. In 1953, Lee created a sugar refinery—the South Korea’s first manufacturing facility after the Korean War. “The company prospered under Lee’s philosophy of making Samsung the leader in each industry he entered” (Samsung Electronics). The company started moving into service businesses such as insurance, securities, and department store. In the early 1970s, Lee borrowed money from foreign companies to begin the mass communication industry by launching a radio and television station (Samsung Electronics). Samsung Group later formed several electronics-related divisions, such as Samsung Electron Devices Co., Samsung Electro-Mechanics Co., Samsung Corning Co., and Samsung Semiconductor & Telecommunications Co., and grouped them together under Samsung Electronics Co., Ltd. in 1980s. Its first product was a black-and-white television set (Samsung Electronics). In the late 1980s and early 1990s, Samsung Electronics invested heavily in research and development, constructing the company as a leader in the global electronics industry. “By the 1980s Samsung was manufacturing, shipping, and selling a wide range of appliances and electronic products throughout the world” (Samsung Electronics). In 1982, it built a television assembly plant in Portugal; in 1984, it built a $25 million plant in New York; and in 1987, it built another $25 million facility in England (Samsung Electronics). In 1993 Lee Kun-Hee, Lee Byung-Chull’s successor, sold off ten of Samsung Group's subsidiaries, downsized the company, and merged other operations to concentrate on three industries: electronics, engineering, and chemicals (Samsung Electronics)

SAMSUNG GROUPSamsung became the largest producer of memory chips in the world in 1992. In 1995, it built its first liquid-crystal display screen, eventually equalizing its technology to Sony’s. Samsung has also tried hard to improve its international image. It has spent more than $6 billion since 1998 on marketing, sponsoring the last five Olympics and erecting a large video sign in Times Square in 2002 (Lee kun-hee). Samsung is very involved in the Asian Games, contributing Samsung Nations Cup Riding Competition, Samsung Running Festival, Samsung World Championship, and still many more around the globe (Samsung Electronics)

SAMSUNG ELECTRONICSSamsung Electronics was founded in 1969 in Daegu, South Korea as Samsung Electric Industries originally manufacturing electronic appliances such as TVs, calculators, refrigerators, air conditioners and washers, operating in approximately over 100 countries and One of world’s largest Electronics and IT companies. In August 2005, Business Week rated Samsung as the Number 1 consumer electronics brand in the world. By 1981, the company had manufactured over 10 million black and white TVs. In 1988, it merged with Samsung Semiconductor & Communications. Samsung Electronics is a global leader in semiconductors, telecommunications, digital media and digital convergence technologies with 2004 parent company sales of US$55.2Bn and net income of US$10.3Bn. Employing approx. 113,000 people in over 90 offices in 48 countries, the company has of 5 main business units: Digital Appliance Business, Digital Media Business, LCD Business, Semiconductor Business and Telecommunication Network Business. Recognized as one of the fastest growing global brands, Samsung Electronics Corporation is the world’s largest producer of Color Monitors, Color TVs, Memory Chips and Thin Film Transistor Liquid Crystal Display Samsung Electronics announced at the start of the 21st century its intention to "become the world's largest electronics company in just 5 years". At the time, this statement was seen as improbable since Samsung was far behind Japanese rivals. The company began reporting record profits from the start of the 21st century, especially in 2003, when it displayed 33% growth in brand value in the Interbrand global brand rankings. In 2004, the company was one ranking behind Sony and in 2005 overtook Sony as the top consumer electronics brand. In 2006 and 2007, Samsung was rated one of the top global electronics brands in various reports, with the January 2007 Brand Finance report ranking the company number 1 in electronics and 32nd overall and Business Week rating Samsung is ranking 20th of global brands. Business Week also ranked Samsung as #12 in a ranking of the "Top 100 Most Innovative Companies" in a special report published April 24, 2006.

VISION &MISSION –SAMSUNG GLOBAL

Vision

Leading the Digital Convergence Revolution

Digital є– Company A Company that Leads the Digital Convergence Revolution through Innovative Digital Products (Digital) & - є Process (є) Mission Business Process Innovation Speed - Simplicity

Business Portfolio Restructuring Design – Convergence - Networking

Recognizing that the ‘digital revolution’ is entering a new phase, Samsung Electronics has transformed its operations by putting digital technology at the core. The company is committed to being a market-driven solutions provider and leader in digital convergence. With core competencies in semiconductors and CDMA technologies, Samsung Electronics creates digital solutions for homes, mobile users and offices that enable seamless communications facilitate business transactions, access to the internet and offer digital entertainment

KEY PRODUCTS-GLOBAL MARKET SHAREThis table is showing the market share of different Products of Home Appliances, Consumer Electronics, Telecommunications and Information Technology in the World MarketProduct

Market Share

Rank

TV

11.2%

1st

LCD TV

13.2%

1st

Plasma TV 15.2%

3rd

Monitor

21%

1st

14%

2nd

13%

4th

Camcorde 15%

3rd

DVD player Digital Camera Digital r Printer MP3 Player

11.6%

2nd

10.1%

3rd

28.2%

1st

12.2%

3rd

CDMA Mobile Phone Mobile Phone

Pocket PC 7.4%

5th

Digital Set Top Box

8.1%

3rd

Fax machine

18%

2nd

Mouse & Keyboard

11.7%

3rd

Web cam

12%

4th

Portable HDD

3.2%

7th

Blank CD & DVD

6.1%

5th

CCTV

10.8%

3rd

Hard Disk Drive

10.5%

4th

Refrigerator

13.8%

3rd

Air Conditioner

17.2%

2nd

Washing Machine

10.6%

3rd

Microwave Ovens

13.1%

2nd

Laptop Computer

10%

4th

Source: http://en.wikipedia.org/wiki/Samsung

SAMSUNG IN INDIASamsung India Electronics Pvt. Ltd. is a 100 per cent owned subsidiary of Samsung Electronics Co., Ltd. (SEC). Samsung India is the hub for Samsung’s South West Asia Regional operations. The South West Asia Regional Headquarters looks after the Samsung business in Nepal, Sri Lanka, Bangladesh, Maldives and Bhutan besides India. Samsung India which commenced its operations in India in December 1995, today enjoys a sales turnover of over US$ 1Bn in just a decade of operations in the country. Headquartered in New Delhi, Samsung India has a network of 19 Branch Offices located all over the country. The Samsung manufacturing complex housing manufacturing facilities for Colour Televisions, Colour Monitors, Refrigerators and Washing Machines is located at Noida, near Delhi. Samsung ‘Made in India’ products like Colour Televisions, Colour Monitors and Refrigerators are being exported to Middle East, CIS and SAARC countries from its Noida manufacturing complex. Samsung India currently employs over 1600 employees, with around 18% of its employees working in Research & Development.

SAMSUNG

ELECTRONICS

PRODUCT

CATAGORIESSAMSUNG ELECTRONICS

TELECOMMUNICATIONS

INFORMATION TECHNOLOGY

HOME APPLIANCES/ CONSUMER ELECTRONICS

HA MICROWAVE RFERIGERATOR AIR CONDITIONERS WASHING MACHINES

GSM CDMA

MONITORS HDD CD/DVD ROM CD/DVD WRITER LASER PRINTERS FAX

CE TVs DVD PLAYERS CAMCORDERS AUDIO HOME THEATER MP3 PLAYERS DIGITAL CAMERAS

SAMSUNG ELECTRONICS DEALERS NETWORKSamsung Electronics carry its business in India through the following Dealers Network. This Includes Chandigarh, Diu, Daman, Dadar & Nagar Haveli, Lakshadweep, and Andaman & Nicobar Islands.

Area Sales Offices

North Region

Jammu Jalandhar Ludhiana Karnal Dehradun Agra Kanpur Varanasi

West Region

Jodhpur Udaipur Rajkot Baroda Surat Bhopal Jaalpur Nasik Aurngabad Nagpur Thane Kolhapur Goa

South Region

Hubali Manglore Calicut Trivandrum Madurai Tricky Vijyawada Warangal Vizag

East Region

ARE A SALE S Patna Siliguri OFFI Asansol CES-

Jamshedpur

SAMSUNG BRANCH OFFICESThese are 20 Samsung Branch offices all over India through which Samsung carry its business. These are as follows: •

Chandigarh

•

Haryana (Gurgaon)

•

New Delhi

•

UP

o

(Ghaziabad)

o

(Lucknow)

•

Rajasthan (Jaipur)

•

Gujrat (Ahmedabad)

•

Maharashtra

o

(Mumbai)

o

(Pune)

•

Karnataka (Bangalore)

•

Kerela ( Cochin)

•

Tamilnadu

o

(Chennai)

o

(Coimbatore)

•

Andhra Pardesh (Hyderabad)

•

Orissa (Bhubneshwar)

•

Chattisgarh (Raipur)

•

MP (Indore)

•

West Bengal (Kolkata)

•

Jharkhand (Ranchi)

•

Assam (Guwahati)

MANUFACTURINGSamsung’s state of the art highly automated manufacturing facilities are located at the Company’s sprawling Noida Complex. Enjoying the Number 1 position amongst all Samsung subsidiaries in terms of productivity and having been ranked as the subsidiary with the ‘Best Quality System’, Samsung India prides itself for its Manufacturing Value Innovation. The manufacturing capacities of the Samsung products manufactured in India (as of Year 2004) are: PRODUCT

CAPACITY

DETAILS

CTV

1.5 million

Curved & Flat TVs

Color Monitor

1.5 million

CRT & TFT LCD Monitor

Refrigerator

0.6 million

Frost-free and Conventional Refrigerators

Washing Machine

0.5 million

Fully Automatic and Semi Automatic

AC

0.4 million

Window and Split ACs

Source: http://www.samsung.com/in/aboutsamsung/samsungindia/manufacturing.htm Samsung India is working with and contributing to the development of the domestic component industry in the country. The Company is working with its partners to improve their product quality and processes. Thus, Samsung vendors are sent to different Samsung subsidiaries to meet the Samsung overseas vendors in order to benchmark their own

Processes. Samsung is also training its vendors on eco-partnership so that the components manufactured by them are ‘eco friendly’ as per Restriction of Hazardous Substances (RoHS) norms. Samsung products manufactured in India currently enjoy an average localization level of over 50%.

CHANDIGARH BRANCHThis Chandigarh Branch Office is also one of the Dealers Network in India and also comes under India Branch Offices. Three States and one UT come under this Chandigarh Branch. These three states are Jammu, Punjab & Himachal Pradesh and one UT is Chandigarh

MANAGEMENT POLICIESCreative Innovation Challenge – Strengthening value oriented Mgt. and Industrial relationship to become a World Best Company •

Enhancing capability for creating Market Leading Product

•

Strengthening Business Portfolio for sustainable growth

•

Internalizing highly Efficient Management

CHANDIGARH BRANCH NETWORK-

Chandigarh Branch Office Jammu

Jalandhar

Chandigarh & Himachal

Punjab

Ludhiana

Srinagar Valley Jammu

Amritsar Pathankot Gurdaspur Batala Hoshiarpur Kapurthala

Pepsu Belt Moga Patiala Ferozpur Abohar Fazilka Khanna Sangrur Nabha

H.P. Ropar Mohali Nangal Chandigarh

PRODUCT MOVEMENT NETWORK-

This figure is showing the movement of products from Manufacturing Plant to the end Dealers. This figure is showing that the goods firstly sent to the Zirakpur (Punjab Godown) from the Noida manufacturing plant. After that the goods are sent to the three different godowns in Jammu, Himachal Pradesh and Chandigarh. After that the goods are forwarded to the Different Distributors and Direct Dealers and Distributors will dispatch goods to the Sub Dealers according to the requirement.

MARKETING NETWORKBranch Office

Distributors

Direct Dealers

Sub Dealers

Customers

In this figure, proper marketing Network is shown. The goods are being dispatched to the Distributors and Direct Dealers. Then Distributor would forward goods to the Sub Dealers according to his requirements. And then these Distributors, Direct Dealers and Sub Dealers would sell goods to the Customers from their outlets. The main function of Distributor is to keep entire focus on sub dealers and give each and every support that sub dealers will be expecting from the company.

Followings are considered while appointing a Distributor:  The Financial Position of the distributor  The SUB dealer’s network that the distributor has.  Ability to give Volume Sales Commitment according to the company  And the Distributor will have to pay in time limit as per the company policy

Followings are considered while appointing a Direct Dealer:  The Space in the outlets that direct dealer has to display the Company’s Products  Ability to give Volume Sales Commitment according to the company  And the Direct Dealers will have to pay in time limit as per the company policy  Man power that a Dealer has  Technical Qualification of the Staff

OBDECTIVES AND SCOPE

OBJECTIVES OF THE PROJECTPrimary objective:-

 To know the present Market Scenario of Samsung at Kangra and Chamba region of H.P. Other objectives are as follows: To know the market share of competitor.  To know that which company have maximum emphasis on COUNTER display.  After going through the survey especially in Rural Areas of Kangra and Chamba Districts of Himachal Pradesh SAMSUNG INDIA will be able to:• Appreciate the need and nuances of sales monitoring system. • Get an exposure to plan a sale monitoring system and rearranging product line With consumer attitude. • Understand the evaluation criterion for sales tracking. • Understand the issues and problems in territory planning. • Alternate approaches to territory planning. • Identification of competition at different level on the basis of need of consumers.

RESEARCH METHODOLOGY

RECEARCH METHODOLOGYMARKETING RECEARCH –

Marketing research is a systematic and objective search for and analysis of information relevant to identification and solution of any problem in the field of marketing. Marketing research is concerned with the systematic and objective collection, analysis and evaluation of information about specific aspects of marketing problems in order to help management make effective decisions. Marketing research is not an end itself; it means to an end- the improvement of decision making. These decisions may effect the nature and range of products, pricing policies, distribution strategy, promotional activities and so on; in fact, virtually every aspect of serving costumers or clients well- from the idea stage onwards. Main diversions of Marketing research – MARKETING RECEARCH – • Product research • Costumer research • Sales research • Promotion research

MARKETING RECEARCH PROCESS•

Defining the Research Problem.

•

Selecting and Establishing Research Design.

•

Select the Research Design.

•

Identify Information types and Sources.

•

Determining and Design Research Instrument.

•

Collecting and Analyzing Data.

•

Formulating Data.

SAM PLIN G-

Sample Technique The research design used here for this project is a combination of Exploratory & Explanatory designs. Then personal interactions with the Customers/Dealers concerned are made to figure out the results.

•

Survey Strategy & Sample Size -

 I used questionnaire method for collecting the primary data about the product from different DEALERS.  The Sample Size for questionnaire are 38 dealers.

Data Collection According to the needed research of the project I have used Primary Data i.e. Questionnaires for Dealers. Besides it, I also used Secondary Data from web sites related to Samsung, some publications on the internet, & Samsung Products information broacher.

QUESTIONANNAIRE1 – What are consumption pattern; market trends for the products of Samsung? 2 – What are your beliefs about products and services of Samsung? 3 – What are your expectations related to specific products/services of Samsung? 4 – What is buying behavior of consumer about various products of Samsung? 5 – What are various competitors’ activities of other brands? 6 – Media exposure and influence? 7 – Classification of buyers (present and prospective)? 8 – Suggestions to improve market share of Samsung products in territory? 9-What is the counter display of various brands along with Samsung in the showroom? 10-What is your total turnover and share of Samsung on your turnover?

PROJECT UNDERTAKEN

PROJECTI am going to pursue my MBA in marketing and IB. I wanted to undertake my summer training project in marketing. Summer Training Project is an excellent opportunity for aspiring managers like us to get experience of corporate world .Summer Training is mainly for 6-8 weeks .So I decided to make most of it .I was fortunate that I got a chance to work with SAMSUNG INDIA ELECTRONICS Pvt. Ltd. I had a formal meeting with my project guide Mr. Sanjay Bhatt (Branch Manager).He decided to give me a project on “A survey on display of Samsung products”. Products are:-: •

Flat CTV

•

LCD

•

Frost free (Double door refrigerator)

•

Direct cool (Single door refrigerator)

•

Semi automatic washing machine

•

Fully automatic washing machine

•

Microwaves

•

Music Systems.

In this project, I was able to find out the present market scenario of Samsung product at the region. I was doing a Dealer Survey in which I was to find out what is the Dealer’s thinking regarding these Samsung Products and if they are not dealing in these Samsung Products then would they be interested in dealing and what type of problem they have to face while selling these products.

DATA ANALYSIS

INTRODUCTIONData analysis is needed to give the raw data any meaning. The first step in analyzing the data is cleaning the data. This is the process of checking the raw data to verify that the data has been correctly entered into the files from the data collection forms. After that the data can be tabulated, which refers to the actual counting of the number of observations that fall in to each possible response category. After that the Graphical Presentation can also be done to understand the Tabulated Data.

ANALYSIS OF DATA-

KANGRA DISTRICT

 DHARAMSHALA1Nand Kishor e& Bros.-

•

Consumption pattern – All kind of models are consumed.

•

Beliefs – Dealer as well consumer are satisfied.

•

Expectations – should provide better services and increase margin of Dealers Price and Maximum Retail Price.

•

Buying Behavior – Market of every range of products.

•

Competitors activities – LG is main competitor and activities are paper advertisement, exhibitions, local cable network.

•

Media – should enhance advertisement at local level.

•

Suggestions – poor services must improve upon that.

•

TURNOVER – Total = 1.8 crore with 50% share of Samsung.

•

COUNTER DISPLAY – P.O.P maximum of Samsung.

PRODUCTS BRANDS SAMSUNG SONY VIDEOCON

FLAT CTV

LCD

F.F

D.C

S.A.W.M

F.A.W.M

MWO

DVD

50% 40% 10%

50% 40% 10%

60%

50%

90%

90%

100%

40% 60%

40%

50%

10%

10%

AK ELECTRONICS – •

Consumption pattern – All types of models are consumed.

•

Beliefs – Very good quality products.

•

Expectations – Must provide better services.

•

Buying behavior – Market of all range of products.

•

Competitor activities – LG is main competitor provide better services and advertisement.

•

Media – Through print as well as electronic media.

•

Suggestions – Should improve after sales services.

•

TURNOVER – Total = 60 lakh with 90% of Samsung.

•


PRODUCTS BRANDS SAMSUNG OTHERS

FLAT CTV

LCD

F.F

D.C

S.A.W M

F.A.W.M

MWO

DVD

80% 20%

100%

100%

100%

100%

100%

100%

80% 20%

 GAGGALSURINDER ELECTRONICS – •

Consumption pattern –Small, medium range of models.

•

Beliefs – Good quality products with very less complaints.

•

Expectations – Must improve on after sales services.

•

Buying Behavior – Buyers prefers cheap products.

•

Competitors Activity – LG main competitor. Good services and advertisements.

•

Media – Advertisement through Print media and electronic media.

•

Suggestions – Must improve services and introduce cheap products for better penetration in rural area.

•

TURNOVER – Total = 15 lakh with 80% share of Samsung.

•

COUNTER DISPLAY IN PERCENTAGE –

PRODUCTS BRANDS SAMSUNG

FLAT LCD CTV

F.F

D.C

S.A.W.M

F.A.W.M

MWO

DVD

70%

100 %

100%

100%

100%

100%

70%

PHILIPS 20% BESTAVISION 10%

100%

30%

 NAGROTA BAGWAN – DHARAM PAUL & SONS – •

Consumption pattern – All kinds of models, almost every thing.

•

Beliefs – Good quality products.

•

Expectations – Must introduce products of cheap range.

•

Buying Behavior – Market of all kinds of products.

•

Competitor Activities – LG with activities of good after sales services, promotion through various media.

•

Media – Can enhance sales through promotional activities through media.

•

Suggestion – must introduce products of cheaper range and improve upon services.

•

TURNOVER – Total = 1 crore with 90% share of Samsung.

•


PRODUCTS BRANDS SAMSUNG LG OSCAR

FLAT CTV

LCD

F.F

D.C

S.A.W.M

F.A.W.M

MWO

DVD

50% 40% 10%

60% 40%

60% 40%

50% 50%

80% 20%

80% 20%

100%

60% 40%

PANT ENTERPRICES –

• • • • • • • • •

Consumption pattern – Average range of models. Not higher range. Beliefs – Good quality products. Expectations – Improve upon services and increase margin of MRP and DP. Buying Behavior – Market of medium range of Products. Competitor Activities – LG is main competitor with activities of better after sales services and promotional activities. Media – introduce promotional activities according to taste and preferences of people of rural area. Suggestions – Should be better in advertisement in simple way, introduce discounts and offers and improve upon services. TURNOVER – Total = 60-70 lakh with 60% share of Samsung. COUNTER DISPLAY –

PRODUCTS

FLAT CTV

LCD

F.F

D.C

S.A.W.M

F.A.W.M

MWO

DVD

BRANDS SAMSUNG

50%

50%

100 %

100 %

100%

100%

100%

60%

SONY PANASONIC

40% 10%

40%

40%

ASIA TRADE LINKS – • • • • • • • • •

Consumption pattern – Each and every kind of models. Beliefs – very good quality appliances but not T.Vs Expectations – Services are poor should be better, very weak response. Buying Behavior – Market of every kind of products. Competitor Activities – LG is main competitor with very good advertisement within area, also very good services. Media – Better paper advertisement and local level advertisement. Suggestions – Must be better in advertisement and services. TURNOVER – 2.60 Crore with 30% of Samsung. COUNTER DISPLAY-

PRODUCTS BRANDS SAMSUNG PHILIPS ONIDA VIDEOCON

FLA T CTV 25% 25% 25% 25%

LCD F.F

D.C

S.A.W .M

F.A.W. M

MW O

DVD

60% 40%

30%

30%

25%

25%

60%

20% 50%

20% 50%

20% 55%

20% 55%

40%

20% 20% 15% 45%

KANGRA – PK ELECTRONICS – • • • • •

Consumption pattern – Each type of model. Beliefs – Very good quality products. Expectations – Offers to dealers should be provided time to time. Buying Behavior – Market of each range of products. Competitors Activity – LG is main competitor with activities of better services and advertisement. • Media – very less advertisement should be increase. • Suggestions – Should provide better services, good products but very less advertisement in the area. • TURNOVER – Total = 1.5 crore with 50% share of Samsung. • COUNTER DISPLAY – PRODUCTS FLAT LCD F.F D.C S.A.W F.A.W. MWO DVD CTV .M M BRANDS SAMSUNG 40% 60% 50% 50% 50% 50% 60% 40% VIDEOCON 30% LG 30% 40% 50% 50% 50% 50% 40% 60%

SOAMI ELECTRONICS – • • • • • • • • •

Consumption pattern – All kinds of models. Beliefs – Good quality products. Expectations – Not good in models Televisions should introduce good models. Buying Behavior – Market of average range of products with average range. Competitors Activities – LG is main competitor with activities like good advertisements, P.O.Ps, demos and after sales services. Media – Local level advertisements should be increase. Suggestions – must introduce products of cheaper range. TURNOVER – Total = 80 lakhs with 60% of share of Samsung. COUNTER DISPLAY –

PRODUCTS BRANDS SAMSUNG LG WHRLPOL VIDEOCON GODREJ

FLAT CTV

LCD

F.F

40% 30%

50% 50%

D.C

S.A.W.M

F.A.W.M

MWO DVD

30% 30% 40% 30% 30% 20% 20% 20% 10%

40% 20% 10%

60% 40%

20% 20% 10%

10%

30%

60% 40%

MEHRA ELECRONICS – • • • • • • • • •

Consumption Pattern – Low range of models. Beliefs – Very good quality products. Expectations – Better services, better offers to dealers. Buying Behavior – Market of cheaper products. Competitor Activities – LG main competitor with activities like better after sales services and advertisement. Media – Better advertisement considering local population. Suggestions – Services should be better and cheaper range of products should be introduced. TURNOVER – Total -50 lakhs with 75%share of Samsung. COUNTER DISPLAY –

PRODUCTS BRANDS SAMSUNG GODREJ OTHER

FLAT LCD CTV

F.F

D.C

60%

60% 40%

60% 50% 40% 50%

40%

100%

S.A.W.M

F.A.W. M

MWO DVD

50% 50%

100%

40% 60%

NEXT – • • •

Consumption pattern – Every type of models. Beliefs – Very good quality products. Expectations – Should provide better services, and provide good incentives to retailers. • Buying Behavior – Market of all ranges of products. • Competitors Activities – LG is main competitor activities with activities like good demo and after sales services, good advertisements. • Media – Advertisement at local level through print as well as electronic media. • Suggestions – Better services and advertisement. • TURN OVER – Total = 2 crore with 25% share of Samsung. • COUNTER DISPLAY – PRODUCTS FLA LCD F.F D.C S.A.W.M F.A.W. MW DVD T M O BRANDS CTV SAMSUNG 25% 25% 25 25 30% 30% 50% 25% % % LG 25% 25% 25 25 30% 30% 50% 25% % % SONY 20% 50% 30% VIDEOCON 20% 25 25 20% 20% 10% % % ONIDA 10% 25 25 20% 20% 10% % %

PALAMPUR – MAINI ELECTRONICS – • • • • •

Consumption Pattern – All kind of products. Beliefs – Very Good quality products but very bad services. Expectations – Should provide better services and schemes. Buying Behavior – Market of cost oriented people. Competitors Activities – LG is main competitor with activities of good advertisement and after sales services. • Media – Better promotion through print as well as electronic medium. • Suggestions – very poor services and should be improved in area. • TURNOVER – Total = 50 lakh with 10% share of Samsung. • COUNTER DISPLAY – PRODUCTS FLAT LCD F.F D.C S.A.W.M F.A.W.M MWO DVD CTV BRANDS SAMSUNG 20% 40% 20% 20% 20% 20% 40% 40% LG 50% 60% 30% 30% 50% 50% 60% 60% WHRLPOOL 25% 25% 20% 30% VIDEOCON 30% 25% 25% 10%

NATHU RAM & SONS – • • • • •

Consumption pattern – Every kind of products. Beliefs – Very good quality products. Expectations – Better services, should increase DP and MRP. Buying Behavior - Both quality as well as cost oriented people. Competitor’s activities – LG is main competitor with activities of good advertisement and good after sales services. • Media - Should introduce advertisement according to local taste and preferences without communication barriers in local as well as National level. • Suggestions – Should improve upon advertisement and services. • TURNOVER – Total = 60 lakh with 100% share of Samsung. • COUNTER DISPLAY – PRODUCTS FLAT LCD F.F D.C S.A.W. F.A.W.M MWO DVD CTV M BRANDS SAMSUNG 100% 100% 100% 100% 100% 100% 100% 100% OTHERS

SANSAR CHAND SOOD – • • • • • • • • •

Consumption pattern – All kinds of products. Beliefs - Very good quality products but weaker services. Expectations – Should provide better services as well as better incentives to dealers. Buying Behavior – People prefer cheap Products rather then costly products. Competitor Activities – LG is main competitor with activities like better services and better advertisements. Media – Better advertisement in National language through print as well as electronic media. Suggestions – Should introduce prices in comparison to LG and provide better services. TURNOVER – Total = 60 lakh with 100% share of Samsung. COUNTER DISPLAY –


FLAT CTV

LCD

F.F

D.C

S.A.W. M

F.A.W.M

MWO

DVD

100%

100%

100%

100%

100%

100%

100%

100%

PAPROLA HI FI ELECTRONICS – • • • • •

Consumption Pattern – Average range of products. Beliefs – very good quality products. Expectations – services should be better and increase in DP and MRP. Buying Behavior – Market of cost oriented people. Competitor Activities – LG is main competitor with activities of better paper advertisement and services. • Media – Market can be improved by better advertisement through print as well as electronic media. • Suggestions – Better incentives should be provide to dealers to motivate them for the sales of Samsung and improve upon services. • TURNOVER – Total = 50 lakh with 70% share of Samsung. • COUNTER DISPLAY – PRODUCTS FLAT LCD F.F D.C S.A.W. F.A.W.M MWO DVD CTV M BRANDS SAMSUNG 70% 70% 60% 60% 60% 70% 70% 70% LG 30% 30% 40% 40% 40% 30% 30% 30%

BAIJNATH – KUMAR ELECTRONICS – • • • • •

Consumption pattern – Average range of products due to rural area. Beliefs – Very good quality products. Expectations – Should provide better services and cheap range products. Buying Behavior – Market of average range of products. Competitor Activities – LG is main competitor with activities like, they provide cheaper range with better services. • Media – Advertisement through print as well as electronic media. • Suggestions – Should work upon services and advertisement. • TURNOVER – Total = 20-30 lakh with 80% share of Samsung. • COUNTER DISPLAY – PRODUCTS FLAT LCD F.F D.C S.A.W. F.A.W.M MWO DVD CTV M BRANDS SAMSUNG 60% 100% 70% 70% 80% 80% 100% 70% VIDEOCON 40% 30% 30% 20% 20% 30%

PIYUSH ELECTRONICS – • • • • • • • • • PRODUCTS BRANDS SAMSUNG PANASONIC PHILIPS VIDEOCON GODREJ WHIRLPOOL

Consumption pattern – Average range of products. Beliefs – very good quality products. Expectations – Introduction of cheaper range of products, wih good services. Buying Behavior – Market is affected due to smaller brands, market of lower range of products. Competitor Activities – LG is main competitor with activities like better advertisements and services. Media – Advertisement through print as well as electronic media. Suggestions – Services should be better. TURNOVER – Total = 15-20 lakh with 20% share of Samsung. COUNTER DISPLAY – FLAT CTV

LCD

F.F

20% 20% 30% 30%

20% 80%

D.C

S.A.W.M

F.A.W.M

10% 10%

20%

20%

25% 25% 35% 35% 30% 30%

30%

30%

50%

50%

MWO

DVD 20% 60% 20%

NARVANA – SIGMA ELECTRONICS – • • • • •

Consumption Pattern – All kinds of products. Beliefs – Good quality products. Expectations – Must increase margin of DP and MRP. Buying Behavior – Market of all ranges of products. Competitors Activities – LG is main competitor with activities like good advertisement in local level and better services. • Media – Advertisement through print as well as electronic media. • Suggestions – Very poor services must improve upon that. • TURNVER – Total = 11 crore with 20% share of Samsung. • COUNTER DISPLAY – PRODUCTS FLAT LCD F.F D.C S.A.W.M F.A.W.M MWO CTV BRANDS SAMSUNG 20% 50% 20% 20% 25% 25% 50% LG 30% 50% 20% 20% 20% 20% 50% VIDEOCON 50% 35% 35% 30% 30% WHRLPOOL 25% 25% 25% 25%

DVD 40% 60%

NURPUR – LOVELY GIFT HOUSE – • • • • •

Consumption Pattern –Medium range of products. Beliefs – Very good quality products with very less complaints. Expectations – After sales services should be good and increase in DP and MRP. Buying Behavior – Cost oriented people due to rural area. Competitor Activities – LG is main competitor with activities like good after sales services and better advertisement. • Media – Advertisement through print as well as electronic media. • Suggestions – Very poor advertisement as well as services must improve. • TURNOVER – Total = 40 lakh with 50% share of Samsung. • COUNTER DISPLAY – PRODUCTS FLAT LCD F.F D.C S.A.W.M F.A.W.M MWO DVD CTV BRANDS SAMSUNG 100% 100% 50% 50% 60% 60% 100% 100% GODREJ 50% 50% 40% 40%

RAJA KA TALAB – KARMA ELECTRONICS – • • •

Consumption pattern – Average range of products. Beliefs – Very good quality products with fewer complaints. Expectations – Increase in the margin of MRP and DP, introduction of cheaper products. • Buying Behavior – Market of cheaper range of products effected due to smaller brands. • Competitors Activities – LG is main competitor with activities like good after sales services, cheaper range and advertisement. • Media – Better advertisement through print as well as electronic media. • Suggestions – Very poor services must improve. • TURNOVER – Total = 20 lakh with 85% share of Samsung. • COUNTER DISPLAY – PRODUCTS FLAT LCD F.F D.C S.A.W.M F.A.W.M MW DVD CTV O BRANDS SAMSUNG 80% 100% 70% 70% 70% 70% 100% 100% KELVNATOR 30% 30% 30% 30% SALORA 20%

REHAN – RAJESH ELECTRONICS – • • • •

Consumption Pattern – Average range of products. Beliefs – Very good quality products. Expectations – Introduce price range in comparison of LG. Buying Behavior – Market of cheaper range of products affected due to smaller brands. • Competitors Activities – LG is main competitor with activities like better advertisement and services. • Media – Advertisement through print as well as electronic media. • Suggestions – Should provide better services and advertisement. • TURNOVER – Total = 25-35 lakh with15% share of Samsung. • COUNTER DISPLAY – PRODUCTS FLAT LCD F.F D.C S.A.W.M F.A.W.M MWO DVD CTV BRANDS SAMSUNG 20% 50% 30% 30% 25% 25% 60% SANSUI 20% 50% WHIRLPOOL 30% 30% 30% 30% VIDEOCON 40% 40% 40% 45% 45% OSCAR 20% 40%

SWADESH ELECTRONCS – • • •

Consumption Pattern – Low range of products. Beliefs – Very good quality products but very poor services. Expectations – Less consideration of rural area dealer of rural area should be provided with facilities as provided to urban area. • Buying Behavior – Market of cheaper range of products, affected due to smaller brands. • Competitor Activities – LG is the main competitor with activities like better services and advertisement. • Media – Advertisement can be done through print as well as electronic media according to taste and preferences rural people. • Suggestions – Should improve upon services and advertisement. Incentives should be provided to dealer of rural market. • TURNOVER – Total = 20 lakh with 60% share of Samsung. • COUNTER DISPLAY – PRODUCTS FLAT LCD F.F D.C S.A.W. F.A.W.M MWO DVD CTV M BRANDS SAMSUNG 60% 100% 100% 100% 100% 100% 100% 60% OTHERS 40% 40%

FATEHPUR SHREE GK ELECTRONICS – •

Consumption Pattern – Medium range of products.

•

Beliefs – Very good quality products but very bad services.

•

Expectations - Services must improve, promotional activities should increase.

•

Buying Behavior – Market of cheaper products, affected due to smaller brands.

•

Competitors Activities – LG is main competitor with activities like better after sales services, demo, and Promotional activities.

•

Media – Advertisement through print as well as electronic media.

•

Suggestions – Very poor services must improve, introduction of cheaper range.

•

TURNOVER – Total = 50-60 lakh with 20% share of Samsung.

•

COUNTER DISPLAY –

PRODUCTS BRANDS SAMSUNG LG VIDEOCON OTHERS

FLAT CTV

LCD

F.F

D.C

S.A.W.M

20% 30% 30 20%

50% 50%

30% 30% 20% 40% 40% 50% 30% 30% 30%

F.A.W.M 20% 50% 30%

MWO DVD 30% 30% 40%

THAKUR ELECTRONICS – •

Consumption Pattern – Small/medium range of products.

•


•

Expectations – Must increase the margin of DP and MRP.

•

Buying Behavior – Market of cheaper products.

•

Competitors Activities – LG is main competitor with activities like better promotional activities, demos and after sales services.

•

Media – Advertisement in local area through print as well as electronic media.

•

Suggestions – Dealers must be encourage by providing incentives for better sales.

•


•

COUNTER DISPLAY –

PRODUCTS BRANDS SAMSUNG WHIRLPOOL OTHERS

FLAT CTV

LCD

F.F

70%

100%

70% 70% 60% 30% 30% 40%

30%

D.C

S.A.W.M

F.A.W.M 60% 40%

MWO DVD 70% 30%

BHARMAR – BALDEV ELECTRONICS – •

Consumption Pattern – Smaller range of products are consumed.

•


•

Expectations – Increase in margin of MRP and DP, improve upon services.

•

Buying Behavior – Market of cheap and lower range products.

•

Competitor Activities – LG is main competitor with activities like better advertisement and services.

•

Media – Advertisement in local level through print as well as electronic media.

•

Suggestions – Must improve upon after sales services and promotional activities.

•


•

COUNTER DISPLAY –

PRODUCTS BRANDS SAMSUNG LG OTHERS

FLAT CTV

LCD

F.F

D.C

S.A.W.M

40% 40% 20%

60% 40%

70% 70% 70% 30% 30% 70%

F.A.W.M 70% 30%

MWO

DVD 50% 30% 20%

JAWALI – PAWAN ELECTRONICS – •

Consumption Pattern – Market of average range of products.

•

Beliefs – Very good quality products with very less complaints.

•

Expectations – Increase in margin of DP and MRP.

•

Buying Behavior – Market of cheaper range of products.

•

Competitors Activities – LG is the main competitor with activities like better after sales services and promotional activities.

•

Media – Advertisement through electronic as well as print media.

•

Suggestions – Should work upon services and sales promotion.

•

TURNOVER – Total = 20 lakh with 30% share share of Samsung.

•

COUNTER DISPLAY –

PRODUCTS BRANDS SAMSUNG LG VIDEOCON

FLAT CTV

LCD

F.F

D.C

S.A.W.M

40% 30% 30%

50% 50%

45% 45% 40% 30% 30% 25% 25% 25% 35%

F.A.W.M

MWO DVD

40% 25% 35%

50% 50%

50% 50%

RAKESH /BAJWA ELECTRONICS – • Consumption Pattern – Average or lower range of products. • Beliefs – Very good quality products. • Expectations – Should increase the margin of MRP and DP. • Buying Behavior – Market of cheaper range of products, affected due to smaller brands. • Competitors Activities – LG is the main competitor with activities like better advertisement and services. • Media – Better advertisement through print as well as electronic medium. • Suggestions – Must improve upon services and promotional activities. • TURNOVER – Total = 25-30 lakh with 30% share of Samsung. • COUNTER DISPLAY – PRODUCTS BRANDS SAMSUNG LG SONY VIDEOCON PHILIPS WHIRLPOOL

FLAT CTV

LCD

F.F

D.C

S.A.W.M

F.A.W.M

20% 30% 20% 20% 10%

10% 30% 20% 20% 20%

20% 20% 20% 30% 30% 40%

20% 40%

20% 20% 10%

10%

30% 30% 30%

30%

MWO DVD 30% 40% 30%

KISHORE WATCH & TV MAKER – •


•

Beliefs – Very good in quality with very less complaints.

•

Expectations – Increase margin of MRP and DP.

•


•

Competitors Activities – LG is main competitor with activities like better after sales services and promotional activities.

•

Media – Promotional activities through print as well as electronic media.

•

Suggestions – Advertisements must be according to taste and preferences of rural area to increase awareness in the local area.

•


•

COUNTER DISPLAY –

PRODUCTS BRANDS SAMSUNG BPL OTHERS

FLAT CTV 30% 30% 40%

LCD

F.F

D.C

S.A.W.M

50% 50% 40% 50% 50% 60%

F.A.W.M 40% 60%

MWO DVD 40% 60%

JASS UR –

NAGROTA SURIAN –

JAWA LA TRAD ERS –

PREM ELECTRONICS/SHALIE ELECTRONICS – •

Consumption Pattern – Small range of products.

•


•

Expectations – Provide incentives to dealers of rural area.

•


•

Competitors Activities – LG, Videocon are main competitor with activities like demos, after sales services and promotions.

•

Media – Advertisements through various possible media available.

•

Suggestions – Dealers must be encouraged to enhance sales in the area.

•


•

COUNTER DISPLAY –


FLAT CTV 70% 30%

LCD

F.F

D.C

S.A.W. M

F.A.W.M MWO DVD

100%

100%

100%

100%

70% 30%

•

Consumption Pattern – Average range of products.

•

Beliefs – Very good quality but higher prices.

•

Expectations – Introduction of cheaper range of products.

•

Buying Behavior – Market of medium cost range of products.

•

Competitors Activities – LG is the main competitor with activities like better promotional activities and lower range of products.

•

Media – advertisement should be done regarding the taste and preferences of rural area.

•

Suggestions – Good incentives and appraisals to dealers to encourage them for better sales.

•

TURNOVER – Total = 30 lakh with 70 % of Samsung.

•

COUNTER DISPLAY –

PRODUCTS BRANDS SAMSUNG KELVNATOR OTHERS

FLAT LCD CTV

F.F

70%

60% 60% 70% 40% 40% 30%

30%

100%

D.C

S.A.W.M

F.A.W.M

MWO DVD

70% 30%

100%

60% 40%

INDORA – STANDARD ELECTRONICS – •

Consumption Pattern – Average range of products.

•


•

Expectations – Better services can enhance sales.

•

Buying Behavior – Market of cost oriented people.

•

Competitors Activities – LG is main competitor with activities like good promotional activities and incentives to dealers.

•

Media – Promotion through print as well as electronic media.

•

Suggestions – Should introduce price range in comparison to LG.

•

TURNOVER = Total 20 lakh/annum with 80% share of Samsung.

•

COUNTER DISPLAY –

PRODUCTS BRANDS SAMSUNG KELVNATOR OTHERS

FLAT CTV

LCD

F.F

60%

100%

50% 50% 60% 50% 50% 40%

40%

D.C

S.A.W.M

F.A.W.M

MWO DVD

60% 40%

100%

50% 50%

RAIT –

SHA HPU R–

PK TIME CENTER – •


•

Beliefs – Very good quality but higher prices.

•

Expectations – Must increase the margin of MRP and DP.

•


•

Competitors Activities – LG is main competitor with activities like good after sales services and cheaper range of products.

•

Media – Local level advertisement through print as well as electronic media.

•

Suggestions – Very poor services must be better and should introduce cheaper range of products.

•

TURNOVER – Total = 20 lakhs with 90% share of Samsung.

•

COUNTER DISPLAY –

PRODUCTS BRANDS SAMSUNG WESTON

HIMP LAST UDY OG –

FLAT CTV

LCD

F.F

D.C

S.A.W. M

F.A.W. M

MWO

DVD

60% 40%

100%

100%

100%

100%

100%

100%

60% 40%

•

Consumption Pattern – Base models are consumed.

•


•

Expectations – Should increase the margin of dealers.

•


•

Competitors Activities – LG is the main competitor with activities like better after sales services and promotional activities.

•

Media –Must use any media vehicle for local level advertisement.

•

Suggestions – Services and promotional activities must be improved.

•

TURNOVER – Total = 1 crore with20% share of Samsung.

•

COUNTER DISPLAY -

PRODUCTS BRANDS SAMSUNG LG OTHERS

FLAT LCD CTV

F.F

D.C

30% 40% 30%

30% 70%

30% 40% 70% 60%

40% 60%

S.A.W. M

F.A.W.M

MWO

DVD

40% 60%

50% 50%

30% 30% 40%

JWALAMUKHI – RAJAN AND CO. – •

Consumption Pattern – Each and every range of product model.

•

Beliefs – Very good quality products with distinct features.

•

Expectations – No support in the distributers end , should be direct channel, no response from the company.

•

Buying Behavior – market of both cost as well as quality oriented people.

•

Competitors Activities – LG is main competitor with cheaper range of products and motivates dealers with regular incentives to enhance sales.

•

Media – Promotion through local media, glow signs, newspapers, cable TV.

•

Suggestions – Must improve upon distribution channel; take care of dealers so they should be encouraged for sales of Samsung products.

•

TURNOVER – Total = 50-60 lakhs with 40% share of Samsung.

•

COUNTER DISPLAY –

PRODUCTS BRANDS SAMSUNG LG WHIRLPOOL VIDEOCON

FLAT CTV

LCD

F.F

D.C

S.A.W.M

F.A.W.M

MWO DVD

50% 20%

50% 50%

40% 30% 15% 15%

40% 30% 15% 15%

40% 20% 20% 20%

40% 20% 20% 20%

50% 50%

30%

40% 60%

DEHRA – RICHA ELECTONICS – •

Consumption Pattern – Medium range of product models.

•

Beliefs – Very good quality but services are poor.

•

Expectations – Should introduce cheap range and improve services.

•


•

Competitor Activities – LG services are good and advertisement at local level.

•

Media – Advertisement at local level through print as well as electronic media.

•

Suggestions – Introduction of cheaper range of products, improve upon services.

•


•

COUNTER DISPLAY –

PRODUCTS BRANDS SAMSUNG LG WHIRLPOOL

FLAT CTV

LCD

F.F

D.C

S.A.W.M

60% 40%

50% 50%

60% 60% 50% 20% 20% 30% 20% 20% 20%

F.A.W.M

MWO DVD

50% 30% 20%

50% 50%

DISPLAY WHIRLPOOL 15%

LG 25%

SAMSUNG 60%

40% 60%

CHAMBA DISTRICT

CHOWARI – MAHAJAN ELECTRONICS – •

Consumption Pattern – Smaller range of product models.

•

Beliefs – very good quality products but very poor services.

•

Expectations – Should provide better services and introduce cheaper range of products.

•


•

Competitors Activities – LG is main competitor with activities like better after sales services and advertisement.

•

Media – Very less advertisement should be increase at local level through possible media vehicle.

•

Suggestions – Appraisals to dealers to encourage them for better sales, better services.

•


•

COUNTER DISPLAY –

PRODUCTS BRANDS SAMSUNG GODREJ OTHERS

FLAT CTV

LCD

F.F

60%

100%

60% 60% 70% 40% 40% 30%

40%

D.C

S.A.W.M

F.A.W.M

MWO DVD

70% 30%

100%

40% 20% 40%

BANIKHET – MODERN ELECTRONICS – •

Consumption Pattern – Average range of product models.

•


•

Expectations – Products of cheaper range should be introduce and increase margin of DP and MRP.

•


•

Competitors Activities – LG is main competitor with activities like cheaper product range and promotional activities.

•

Media – Local level advertisement through any media vehicle.

•

Suggestions – Dealers must be provided with incentives so that they are encouraged to enhance sales of Samsung products.

•


•

COUNTER DISPLAY –

PRODUCTS BRANDS SAMSUNG PHILIPS SONY GODREJ

FLAT CTV

LCD

F.F

40% 20% 40%

50%

D.C

S.A.W.M

F.A.W.M

MWO DVD

60% 60% 70%

70%

100%

40% 40% 30%

30%

50%

30% 30% 40%

CHAMBA – BHARAT ELECTRONICS – •

Consumption Pattern – Every type of Product model.

•


•

Expectations – Services should be better.

•

Buying Behavior – Market of both cost as well as quality oriented people.

•

Competitors Activities – LG is main competitor with activities like better after sale services and promotional activities.

•

Media – Can promote in local level through print media, electronic media, trade fares etc.

•

Suggestions – must provide incentives to dealers time to time, improve upon services and promotion.

•

TURNOVER – Total = 2.5 crores with60% share of Samsung.

•

COUNTER DISPLAY –

PRODUCTS BRANDS SAMSUNG IFB GODREJ SONY

FLAT CTV

LCD

F.F

D.C

S.A.W.M

50%

40%

60% 60% 60% 40% 40% 40%

50%

60%

F.A.W.M

MWO DVD

30% 40% 30%

50% 50%

40% 20% 40%

MUNSHI RAM KARAM CHAND ELECTRONICS – •

Consumption Pattern – All ranges of product model.

•


•

Expectations – Increase in margin of MRP and DP.

•

Buying Behavior – Market of cost as well as quality oriented people.

•

Competitors Activities – LG is main competitor with activities like cheaper range of products and promotional activities.

•

Media – Promotional activities through print as well as Electronic media.

•

Suggestions – Promotion of Samsung at rural areas to penetrate in rural market.

•

TURNOVER – New store so expected Turnover is 50 lakhs/annum.

•

COUNTER DISPLAY –


FLAT LCD CTV

F.F

D.C

100%

100%

100% 100%

100%

S.A.W. M

F.A.W. M

MWO DVD

100%

100%

100%

CONClUSION &

SWOT ANALYSIS

COUNCLUSION & PRACTICAL EXPERIENCE– In this project report, I have tried to indicate and explain some aspects of Marketing for a world known brand SAMSUNG. Though SAMSUNG has touched sky due to its quality products but nowhere in the world any Organization which can claim as champion in present era of competition, minute to minute changing technology and simultaneous changes in consumer behavior. It is a fact that business success depends upon identifying and serving the needs of present and future customer and crucial analytical approach which provides management needed strategic and factual information for decision making has become essential now. Being a marketing management student I was keenly interested to make analysis of market to provide some effective solutions to my company SAMSUNG. I during survey started for answers to all those questions which are mainly related to consumer behavior, dealers behavior towards the products of SAMSUNG. In process of survey field visits to different places of Kangra district’s planes with thick population density and snow covered hilly areas of Chamba with thin and scattered population, interaction with Consumer of SAMSUNG brand and other with loyalty towards main competitors like LG, VIDEOCON, PHILIPS etc. helped me a lot to build a picture of complexity and diversity of consumer behavior with change of geographical and demographical conditions. Surveys provide me an opportunity to meet people and dealers face to face and as a mean of gaining a quick and accurate assessment of implications and impact of SAMSUNG brand. This also helped me to know the difficulties of dealers/distributers and enable them to express and analyze their problems and priorities. Survey was an opportunity provided by my project manager to trigger, consider, search ch Survey and experience market to set objectives to increase awareness, encourage trial, reinforcereport behavior and provide information about highly placed brand SAMSUNG, if my

help SAMSU NG

in

their efforts to flourish business in rural market of H.P. In the least degree, I shall be amply rewardeSWOT

ANALYSIS –

However, I wish to convince my company to adopt a particular track but like to explain main STRENTHS, WEAKNESSES, OPPUTUNITIES, THREATS of SAMSUNG which are factors influencing the consumer/dealer’s behavior and are either most amenable to change or have greatest impact on the problems being faced in rural markets in the “Land of Gods “and “innocent people” key factors which could help to overcome weaknesses and penetrate in market with zeal and zest by apply new force of enthusiasm.

SRTENTHS – •

Uniqueness of Samsung products.

•

Well positioned brand.

•

Well established brand awareness.

•

Products for every segment of costumers.

•

Adequate dealer’s network.

•

Good brand image.

•

Creative team.

•

Good retail outlet image.

•

Personalized consumers.

•

Product loyalty.

•

Product differentiation.

WEAKNESSES – •

Inadequate market analysis.

•

Higher cost.

•

Severe competition.

•

Inadequate marketing efforts.

•

Weaknesses in distribution.

•

Marginal profits for dealers.

•

Poor after sales services.

•

Inadequate feedback.

•

Inadequate efforts to promote brand loyalty.

•

Poor post sale consumer dealers relations.

OPPURTUNITIES – •

“SAMSUNG AYEGA- GAON GAON CHHA JAYEGA”

THREATS – •

Severe competition with LG VIDEOCON etc.

•

Less innovations alterations in existing products.

•

Diversification in product line.

•

Increasing cost in comparison to competitor.

In the end of my note I would like to say. SAMSUNG –“Real need of life for every Husband and wife.”

BIBILOGRAPHY

REFRENCES/BIBLIOGRAPHY Web Sites:

 http://www.samsung.com/in/aboutsamsung/index.htm  http://www.samsung.com/in/aboutsamsung/samsungglobal/index.htm  http://www.samsungindia.com/where_we_are/index_wcms.asp  http://en.wikipedia.org/wiki/Samsung

Others:

 Dealer Survey  Customer Survey  Samsung Monthly Magazines

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Survey Report of Samsung Electronics Final

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