0601010 MARKET RESEARCH ON ADVERTISING AND BRAND IMAGE

A

PROJECT REPORT

ON

“MARKET RESEARCH ON ADVERTISING AND BRAND IMAGE OF CONSUMER ELECTRONIC COMPANIES AND

ITS IMPACT ON SALES OF A BRAND”

FOR

SAMSUNG INDIA ELECTRONICS PVT. LTD. PUNE.

BY

BHIDE ASHISH ANAND

Under the Guidance of Dr. Vandana Gote

Submitted to “University of Pune”

In partial fulfillment of the requirement for the award of the degree of Master in Business Administration

(MBA)

Through VISHWAKARMA INSTITUTE OF MANAGEMENT

PUNE – 4110 48

ACKNOWLEDGEMENT My first thanks to Dr. Sharad Joshi, Director of VISHWAKARMA INSTITUTE OF MANAGEMENT, Pune; and all those people who helped me during the training and completion of this Project Report. The list of such people is indeed exhaustive but a few need special mentioning. I am thankful to Mr. Jitendra Kulkarni (Branch Manager, Samsung, Pune) for giving me an opportunity to work in their esteemed organization. I am grateful to Ms. R. Meenakshi (External Project Guide) and Mr. Rupesh Belsare for their valuable advice and guidance during the preparation of this report. I take this opportunity to extend my gratitude for co-operation; professional guidance and useful help tips provided to me by my guide Dr. Mrs. Vandana Gote, without whose help the project would not have been completed. Last but not the least, I am thankful to all the dealers, respondents whom I have interfaced during my training period.

BHIDE ASHISH ANAND

To Whomsoever It May Concern

This is to certify that Mr. Ashish A Bhide is a bonafide student of our institute. He has successfully carried out his summer project titled, “MARKET RESEARCH ON ADVERTISING AND BRAND IMAGE OF CONSUMER ELECTRONIC COMPANIES AND ITS IMPACT ON SALES OF A BRAND” at Samsung India Electronics Pvt. Ltd. This is original study of Mr. Ashish A Bhide and important sources of data used by him have been acknowledged in his report. The report is submitted in partial fulfillment of two years full time course of Masters in

Business Administration 2006-2008 as per the rule.

Dr. Vandana Gote. Dr. Sharad L. Joshi

(Project Guide) Director

(Vishwakarma Institute of Management)

List of Abbreviations

• FF- Frost Free

• DC-Direct cooling

• POP- Point of Purchase • CTV- Colour Television

• GSB-Glow Sign Board

• ISB- In shop Branding

INDEX

Serial No.

Title

Page No.

CHAPTER 01

EXECUTIVE SUMMARY

01

CHAPTER 02

COMPANY PROFILE

04

CHAPTER 03

OBJECTIVES OF THE STUDY

13

CHAPTER 04

RESEARCH METHODOLOGY

15

CHAPTER 05

DATA ANALYSIS

22

CHAPTER 06

FINDINGS

49

CHAPTER 07

SUGGESTIONS

52

CHAPTER 08 LIMITATIONS

55

CHAPTER 09 BIBLIOGRAPHY

57

ANNEXURE

60

CHAPTER 1

EXECUTIVE SUMMARY

The project report Market Research on “Advertising and Brand Image of consumer

Electronic Companies and its impact on sales of a brand” is based on live experience of

work and market research. The project research was carried out in the tenure 2 months in

June and July with Samsung India Electronics Pvt Ltd under the guidance of Ms. R.

Meenakshi.

The main objective of this study was to study the advertising policies of the Consumer

Electronics brands. Also the branding policies of the various companies have also been

studied and its effect on the sales of the product has been analyzed.

The data collected during the project was both primary and secondary in nature. The

primary data was collected by direct interaction with the dealers and the costumers and

also by observation. The secondary data was collected from sources like the internet,

reference books, company magazines etc. data was also collected with the help of a

questionnaire and personal interviews.

From the analysis we can conclude that advertising and branding pal defining roles in any

company strategy. These are two essential tools that have to be used in order for the

company to excel in the sales.

The main objective of the research was to find the preference given to different brands by

the dealers and the costumers. Also the response to the various advertising strategies and

branding policies was also studied. With the help of these responses we were able to

study the brand preferences.

With the help of the questionnaire and with observation we were able to find out the

display share of Samsung in the market for various products. This display share is of

great importance. This is so because when you enter a shop if you have the maximum

display share in a shop the customer is naturally intimidated and it will tend to affect his

decision in favor of the particular product.

Hence it becomes more important to have proper branding inside as well as outside the

shop in order to gain the attention of the customer.

The promotion offers were also studied. Samsung as a company has evolved a great deal

and has risen to the No-2 position in the consumer electronics and the home appliances

market. However LG is still ahead of Samsung and there is constant competition between

different brands to reach the top spot. So the companies must be constantly alert. Also

they must revise their strategies according to the market situation. The strategies must be

dynamic in nature to adapt to the constant changing market situation.

After studying the market we come to the conclusion that there is more space for

Samsung to expand in this market. They must remain dynamic in their approach to see to

it that they gain the number 1 spot. Also more emphasis must be given to the after sales

service and to the advertising strategies.

CHAPTER 2

COMPANY PROFILE

SAMSUNG INDIA ELECTRONICS PVT.LTD:

Digital technology leader, Samsung India Electronics Pvt. Ltd., a subsidiary of the

US$55.2 billion recognized as one of the fasted growing brands.

HISTORY OF SAMSUNG:

Byung Chull Lee founded Samsung on the 1st. of March 1938; His history has been

characterized for the constant advances of the conquest of new challenges. Samsung

has been an important force in the development of the Korean people and finds itself

today as a solid base being Korea’s most important corporation. Samsung Electronics

Co., ltd is a global leader in semiconductor, telecommunication, digital media, and

convergence technologies. Employing approximately 201,000 worlds wide in 337

offices and facilities in 58 countries the company consists of five main business units.

� Digital Appliance Business

� Digital Media Business

� LCD Business

� Semiconductor Business

� Telecommunication Network Business.

The company is world’s largest producer of memory chips, TFT-LCDs, CDMA mobile

phones, monitors, and VCRs.

SAMSUNG IN INDIA:

Samsung entered in India in December 1995. Within a span of 10 yrs, Samsung India

Electronics Ltd. (SIEL) is recognized as a leader provider of high tech Consumer

Electronics and home Appliance Products in the country. IT has a market share 14.4%

in the highly competitive color TV market in India and holds the 2nd position in Flat

Television category. It holds significant market share in the Frost-free Refrigerators

(11.5%), Washing Machines (13%).

Samsung Electronics is a leading provider of high tech Consumer Electronics, Home

Appliance, IT, and Telecom Products in the country. It’s the world’s largest producer

of color monitor TVs, memory chips and TFT-LCDs.

Samsung India has set up manufacturing facilities for Color Televisions, Washing

Machines, Refrigerators, and Microwave Ovens and Air Conditioners. All the facilities

are located at its Manufacturing Complex at Noida, Uttar Pradesh. The company set

up software Technology Park for Digital Visual Display Products at Noida in the year

2002

SIGNIFICANCE OF SAMSUNG:

Samsung signifies three stars, each of the stars means:

� To serve the nation throughout business.

� To put the Human Resource over the material resources.

� Efficient Management Activity.

SIGNIFICANCE OF SAMSUNG EMBLEM:

Samsung’s emblem pretends to project the firm’s determination to become a world

leader; its bluish color suggests stability and liability in an intimate feeling of warmth.

The elliptic shape symbolizes movement through space combining an image of

innovation and change. The partial letter S and G break out the oval to connect the

interior with the exterior, showing Samsung’s desire to become with the world together

as one.

VISION OF SAMSUNG:

Samsung India’s vision entails helping people to improve the quality of their lives by

providing them with superior quality, state-of-the-art, and technology products at right

time at the right place at the right price. But beyond its role as the purveyor of quality

products in India, Samsung seeks to contribute to the economic growth of the country

through its export commitment and large-scale production facilities generating secured

employment for thousands of Indians people. In line with Global Digital initiatives of

Parent Company, Samsung India is seeking to acquire digital leadership in India by

introducing its digital products in India

MISSION OF SAMSUNG:

Ever since it was founded in 1938, SAMSUNG has continually refined its mission

statement to respond both to change in itself and in the world: “Economic contribution

to the Nation,” “Priority to Human Resources,” “Pursuit of rationalism.”

QUICK VIEW OF SAMSUNG:

� Founded: 1938

� Chairman (since1987): Kun-hee Lee.

� Vice Chairman& CEO: Jong Yong Yun.

� Founder: Byung-Chull Lee (1910-1987)

� Headquarters: Seoul, South Korea

� Global Operations: 337 offices and facilities in 58 countries

� Number of Employees: 201,000 worldwide (129,000 in Korea)

� Number of listed companies within the group: 14

� Listed Companies are:

� Samsung Electronics Co., Ltd

� Samsung SDI Co., Ltd.

� Samsung Electro-Mechanics Co., Ltd.

� Samsung Techwin Co., Ltd.

� Samsung Heavy Industries Co., Ltd.

� Samsung Chemicals Co., Ltd.

� Samsung Fire & Marine Insurance Co., Ltd.

� Samsung Securities Co., Ltd.

� Samsung Corporation.

� Samsung Engineering Co., Ltd.

SAMSUNG A FORTUNE 500 COMPANY:

Recognized as one of the fastest growing global brands Samsung electronics is the

world’s largest producer of Color Monitor, Color TV, Memory chips. Samsung India

Electronics Ltd (SIEL), a subsidiary Samsung Electronics Company Ltd (SECL) of

South Korea, started its operation in 1995.

Samsung has number two position in Flat TV category and frost free Refrigerators.

AWARDS FOR SAMSUNG:

� Manufacturing Value Innovation awards-

Gold awards for Productivity, cost, speed at the visual display plant Nov.

2004.

� Management Innovation awards- Dec 2004.

� Samsung Quality Awards - Nov. 2004 for Color TV and Color monitor plants.

� Samsung Innovation Awards - Nov. 2004 for refrigerator pla

PRODUCT LINE

MOBILES IT PRODUCTS HOME APPLIANCES CONSUMER ELECTRONICS

>GSM >MONITORS >MICROWAVE OVEN >TV

>CDMA >HARD DISK >AIR CONDITIONER >DVD PLAYER

DRIVE >WASHING MACHINE >CAMCORDER

>CD/DVD ROM >REFRIGERATOR >AUDIO

>CD/DVD WRITER >HOME THEATRE

>LASER PRINTER > MP3 PLAYER

>& LASER BASED >DIGITAL STILL

>MULTIFUNCTION CAMERA

>PRODUCTS

>FAX

NEW TECHNOLOGY INTRODUCED BY SAMSUNG :

DIGITAL NATURAL IMAGE ENGINE (DNIe):

Presenting Samsung DNIe vision an unprecedented revolution in visual entertainment. As

the global digital technology leader, Samsung has redefined the frontiers of technology to

set a new standard. The technology helps in clarity of pictures and motion clarity.

Samsung DNIe vision has four remarkable engines: -

a. Color Engine

b. Contrast Engine

c. 3D Motion Engine

d. Detail Engine

Color Engine:

Samsung DNIe vision’s color engine analyses the color across

various parameters and achieve the right saturation of red, green and blue to give the

perfect picture. This makes it possible for Samsung DNIe vision to reproduce perfect

skin tones and white of remarkable clarity.

b. Contrast Engine:

The DNIe contrast engine automatically analyzes up to 70,000

local images within a frame leading to blacker blacks and whiter whites. This

revolutionary digital approach to achieve contrast details results in a picture rich in

contrast even in the tiniest details.

c. 3D Motion Engine:

Samsung DNIe visions innovate 3D engine, uses advanced algorithms to

eliminate noise and blurring without the slightest damage to the original signal.

This helps in crystal clear pictures with all the details.

d. Detail Engine:

Samsung DNIe vision automatically analyses the portion of the signal to

be amplified, detecting and reprocessing any noise or defect to reproduce natural

details.

ABOUT LCD AND PLASMA TV :

LCD TV & Plasma TV are two competing technology trying to achieve similar things

i.e., crystal-clear, color-filled pictures. They also come in similar packages i. e., super-

model thin cases.

Plasma technology incorporates hundreds of thousands of individual pixel cells,

which allow electric pulses to excite rare natural gases (usually xenon and neon). This

causes the pixel cells to glow, and thus produce light with proper color.

In a LCD TV, a matrix of Thin Film Transistors (TFTs) supplies voltage to liquid-

crystal-filled cells that are sandwiched between two sheets of glass. When hit with an

electric charge, the crystals untwist to an exact degree to filter white light generated by a

lamp behind the screen, thus creating the picture.

PRODUCTION SAMSUNG IMPLEMENTS SIX SIGMA PRINCIPLES:

In New Delhi 13 July 2001 Samsung India has successfully implemented Six Sigma

Principles in production at its Noida CTV Manufacturing Facility. The Project initiates

in the areas of production, Production Engineering and Quality Assurance in January

2001 has resulted in reducing the Operating Loss and Balance Loss of CTV Production

line by over 60% and reducing the defect rate of Auto Insertion Machines by over 80%

measured in ppm. . Thereby in resulting in significant reduction in production loss time,

quality improvement, and cost saving for the company. The idea was to launch Six Sigma

Campaign at the grass root level in the Company. So that the Six Sigma methodology is

used to analyze and solve the production related problems systematically and the process

variation are significantly reduced. 10 New Project in the area of Production Engineering

Quality Assurance and Purchase have been selected for Six Sigma Implementation this

month. According to Mr. Y. B. Yoo, V.P-Manufacturing, Samsung India, “We are

applying Six Sigma Methodologies to improve our existing processes and practices in

production and achieving even higher quality levels in our manufacturing processes.

Thus, for better Quality Management of our system and processes, choosing the right

Operating Mechanism and applying the right tool is the key to our success in

implementation of Six Sigma Principles. “For better understanding of Six Sigma and its

successful implementation, Samsung India had sent its key employees in Production

/Production Engineering and Quality to Samsung Malaysia for 5 month training

Programmed being organized by Samsung Electronics, Korea thought Specialists in the

field. Samsung representative from other subsidiaries like Malaysia, Indonesia, and

Vietnam also attended this Programmed. This programmed was being carried out in 5

phases of Define (problem area) Measures (Current situation and prioritize), Analyze

(Related Problems) Improve (Implementation Step and data analyze) and control

(Develop and implement control plans, confirm that solution is sustained), with training

and actual implementation being packaged together. According, each Samsung India

representative in this Programmed had identified a Specific Problem in his work area

where he/she would make Quality Improvement by reducing the defect, measured in ppm

(part per million). In addition to the Six Sigma Implementation Programme, Samsung

India has taken a challenge at its CTV manufacturing at Noida to sextuple its production

levels, that is, achieve maximum production of 4000 CTV set/day. Samsung India is

targeting production of 800000 CTVs in the year 2001 compared to 6000000 CTV

produced in year 2000. Samsung India is the first overseas Samsung subsidiary outside

of Korea to have installed a TGV Line for CTV Production. Samsung invested US$2

million towards the installation of high speed High Quality Production Line.

“Productivity improvement entails both Hardware improvements as well improving the

Skills of our Operators through Training. Thus while Hardware is being improved

through TVG Line installation, integrating machines with existing line. Machines re-

programming etc, in order to motivate operation we have introduced a ‘Star Operator

Scheme’ in our Manufacturing Facility’ state Mr. Yoo. Under this Scheme, the

Incentives/Benefits of an Operator are linked with their Job knowledge. Job rotation of

operators and development of Butterfly Operators is another activity that is being carried

out to improve productivity.

CHAPTER 3

OBJECTIVES OF PROJECT

OBJECTIVES OF THE STUDY

Survey was undertaken on the following objectives.

• To find out an image of a brand.

• To compare the advertising policies of the companies.

• To find out the impact of advertising and brand image on sales.

• To examine the reason why dealers are interested to sell a particular brand.

• To make strategy to capture the total market.

• To identify the company position in the market of consumer electronics.

CHAPTER-4

RESEARCH METHODOLOGY

METHODOLOGY

Research methodology comprises of all research activities carried in connection

with the marketing management. Marketing research, systematic analysis of the

marketing problems, model building and facts finding for the purpose of improvements in

decision making and control in the marketing of the products and services.

Research methodology may be understood as a science of studying how research

is done scientifically. To plan research project, it is necessary to anticipate all the steps

that must be undertaken if the project is to be completed successfully. These steps are

often collectively referred collectively as research process.

Research methodology states the study undertaken to complete the project. It includes

specification of:

� RESEARCH METHODOLOGY

� SOURCES OF DATA

� COMPLETION OF DATA

� SAMPLING PLAN

� RESEARCH DESIGN

A research design is simply a framework or plan for study that is used as a guide in

collecting and analyzing the data. It is a blue print that is followed in completing the

project.

The research design specifies the methods and procedures for acquiring the

information needed. It is overall operation pattern or framework of the project that

stipulates what information is to be collected from which sources and by what

procedures.

There may not be single, standard and correct method of research. There may be

different types of research design to suit different purpose of research.

There are various types of research design. They are:

o Exploratory Research

o Descriptive Research.

Depending upon the objective of research, marketing research design is selected.

According to the research objective I plan to choose exploratory research.

EXPLORATORY RESEARCH

The major emphasis of exploratory research is to extract new insight into the

problem. This research will help to know some facts about other people preferences

and choice.

It helped me in knowing the following information:

o What are the preferences of people towards purchasing the television of a

particular brand?

o How they rate a certain brand?

o How effective are the advertising activities carried out by the brands for its

sales?

SOURCES OF DATA

The next step is to gather information. There are two types of data. They are:

� PRIMARY DATA

� SECONDARY DATA

PRIMARY DATA

First of all, all the sources of primary data from various sources should be

explored and examining the possibility of their use for study.

In many cases the data may not be inadequate or unusable and therefore, may realize the

first hand information.

There are two methods by which primary data can be collected. They are:

� Observation method

� Communication method

OBSERVATION METHOD

Observation is one of the methods of collecting data. It is used to get both past and

current information. For example, instead of asking responder about their current

behavior, we may observe the result of such behavior.

The observational method is not used frequently. All the same it is used especially

in marketing experimentation.

COMMUNICATION METHOD

This method is very popular. The method is used for the project study.

Advantages:

• It helped in correcting not only factual data in terms of demographics but

also attitude and opinions.

• The recorded data is more reliable and valid.

• It is less time consuming and less expensive than observation method.

SECONDARY DATA

Any data, which has been gathered for some other purpose, is the secondary data in

the hands of research.

Advantages

• The major advantage in the use of secondary data is that it is more

economical, as the cost of collecting original data is saved.

• It saves much of the time of the researcher. This leads to prompt completion

of the project.

• Search for secondary data is helpful, not only because secondary data may be

useful but because familiarity with such data indicates the deficiencies and

gaps. As a result the primary data can be collected more specifically and

more relevant to the study.

• Finally the secondary data can be used as basis for comparison with primary

data.

COLLECTION OF DATA

Primary Data:

It involves two aspects. The techniques and tools that are used in collecting data are

as follows;

Techniques

There are two techniques of collecting primary data

� Observation

� Survey

Secondary Data

The secondary data is collected from various business newspapers and websites,

journal and various magazines. The secondary data gave me brief overview of the

current market situation, the history of the company and the sales figures of the

latest quarter.

RESEARCH INSTRUMENT

In this project most of the data and information collected are in the form of primary

data, so the references and the contacts are very useful instrument in such data

collection.

Here unstructured questionnaire was used which was not pre-decided depending

upon the certain customers and it included both open-ended and close-ended

questions.

SAMPLE PLAN

Sample plan is very much important for a research; after deciding on sample

instrument and research approach, sampling plan calls for following decision.

Sample unit

This is very important for a research to decide as to who is going to be surveyed, or

what the sample unit is. In this research different category of people, dealers were

targeted to gather correct and reliable information.

Universe

The universe of the research here were the people and dealers of Pune from

different areas.

Contact Method

The sample method used here was personal visit. This is the oldest and most

commonly used method of marketing research. Naturally it could work out more

accuracy.

Here the unstructured and indirect type of personal question method is used. The

response is then direct and limited to the question framed in the questionnaire

which researchers record simultaneously.

Sample Size

The sample size in this research was:

• 200 customers. ({100 customers < Age 40} + {100 customers > Age

100})

• 5 branch offices of 5 companies.

• 50 dealers.

Target Market:

Research is limited for Pune city including PCMC area. City of Pune is divided into 10

areas as:

1. AUNDH

2. PUNE SATARA ROAD

3. PIMPRI & CHINCHWAD

4. KHADKI

5. SINHAGAD ROAD

6. YERWADA

7. CAMP

8. KONDHWA

9. KOTHRUD

10. TILAK ROAD

CHAPTER 4

DATA ANALYSIS

Table No-1

Most Favored Brand According To Sub Dealers

1-a) Refrigerators

Most Favored Brand of Refrigerator

88

10

4

0

2

4

6

8

10

12

Series I

Series I 8 10 4 8

Samsung L.G Whirlpool Electrolux

Explanation: -

This table shows the preference of brand as shown by the sub dealers in

the city. The sample size for dealers is taken to be 50.

Finding: -

It was found that Samsung is at the 2nd position as far as brand preference for

refrigerators goes. 16 out of 50 dealers say that Samsung is the most favored brand

compared to 18 out of 50 dealers preferring LG as the best brand.

1-b) Microwave Oven

Most Favored Brand of MicroWave Owen

9

6

4

11

2

4

6

8

10

12

Series I

Series I 9 6 4 11

Samsung L.G Electrolux Kenstar

Explanation: -

This table shows the preference of brand as shown by the sub dealers

in the city. The sample size for dealers is taken to be 50.

Findings: -

We find that Kenstar is the leader in this segment with Samsung following

in the second position. 15 out of 50 dealers give Samsung the first preference as a brand

of microwave.

1-c) Air-Conditioner

Most Favored Brand of Air Condition

5

8

7

2

6

2

0

1

2

3

4

5

6

7

8

9

Series I

Series I 5 8 7 2 6 2

Samsung Carrier L.G Godrej Onida Videocon

Explanation: -

In this graph we see the display share of Air conditioners in the city.

Findings: -

In Air Condition market there are many players in the market so there is

Cut Throat Competition in this particular product. Most favored brand in the eyes of Sub

Dealer is CARRIER and ONIDA because of the Quality and various other benefits given

to Sub Dealers. Rest all follows them.

1-d) Washing Machine

Most Favored Brand of Washing Machine

7

9

6

8

0

1

2

3

4

5

6

7

8

9

10

Series I

Series I 7 9 6 8

Samsung L.G Whirlpool IFB

Findings: -

In Washing Machine there are many players in the market so there is strong

Competition in this particular product. Most favored brand in the eyes of Sub Dealer is

LG and IFB because of the Quality and various other benefits given to Sub Dealers.

SAMSUNG follows at the third spot. Rest all follows them.

Table No. 02

Title: - Market display share of total Televisions of 21’’

Brand Units Percent

LG 232 21%

SAMSUNG 209 20%

ONIDA 123 11%

VIDEOCON 130 12%

SONY 156 15%

OTHERS 221 21%

TOTAL 1071 100%

21%

20%

11%12%

15%

21% LG

SAMSUNG

ONIDA

VIDEOCON

SONY

OTHERS

Source: Survey

Explanation: -

The above table represents the market display share of televisions of 21’’.

The total number of units is 1071.

Finding: -

In the market of televisions of 21’’, Samsung is at No. 2 position. LG is the

market leader in this segment. Other brands like Sony and Videocon follow.

However the data is biased to some extent, as it does not give a very accurate picture

of the market situation. We consider both flat TV as well as TV’s with concave

glasses in this research. However if we were to consider only the Flat TV’s we find

that Samsung is the market leader in this segment for 21” as well as 29”.

Thus the brand image of Samsung is the second strongest.

Table No. 03

Title: - Market display share of total Televisions of 29’’

Brand Units Percent

LG 121 23%

SAMSUNG 102 18%

ONIDA 85 16%

VIDEOCON 51 11%

SONY 89 16%

OTHERS 97 16%

TOTAL 545 100%

Explanation: -

The above table shows the market display share of the televisions of 29’’. The

total numbers of units are 545.

Finding: -

From the above graph it is clear that LG is leading in the market of

televisions of 29’’. Its market share is 22% to that of Samsung’s 18%. However the data

is biased to some extent, as it does not give a very accurate picture of the market

situation. We consider both flat TV as well as TV’s with concave glasses in this research.

However if we were to consider only the Flat TV’s we find that Samsung is the market

leader in this segment for 21” as well as 29”

29''

23%

18%16%11%

16%

16%LGSAMSUNGONIDAVIDEOCONSONYOTHERS

Table No. 04

Title: - Market display share of total LCD’s/Plasma

Brand Units Percent

LG 54 15%

SAMSUNG 91 26%

ONIDA 25 7%

VIDEOCON 44 13%

SONY 54 15%

OTHERS 83 24%

TOTAL 351 100% Source: Survey

Explanation: -

The above table shows the market display share of the LCD’s and Plasma’s. The

total numbers of units were 351.

Finding: - From the above graph it is clear that Samsung is leading in the market of

LCD’s/ Plasma with 26% followed by LG – 15%, Sony – 15% and Videocon – 13%.

LCD/Plasma

26%

15%7%13%

15%

24%LG

SAMSUNG

ONIDA

VIDEOCON

SONY

OTHERS

Table No. 05

Title: -Market display share of total Televisions/LCD/Plasma

Brand Units Percent

LG 449 23%

SAMSUNG 410 17%

ONIDA 237 12%

VIDEOCON 245 13%

SONY 284 15%

OTHERS 394 20%

TOTAL 1933 100%

Source: Survey

Explanation: -

Overall

23%

17%12%13%

15%

20%LGSAMSUNGONIDAVIDEOCONSONYOTHERS

The above table shows the overall market display share of the televisions, LCD’s

and Plasma’s. The total numbers of units are 1933. There are five major players in the

market of TV/LCD/Plasma namely Samsung, LG, Sony, Videocon and Onida.

Finding: -

From the above representation it is very clear that in the market of

TV/LCD/Plasma, Samsung is enjoying No. 2 position with its display share being 17%

and the market leader is LG with 23%. Videocon share is 13%, Sony with 15%, Onida

12% while the others sum up to 20%.

Thus we can analyze the brand image where LG has strongest compared to Onida

having lowest.

Table No-06

Title: - Market share of total Television/LCD/Plasma

Internet

28%

17%9%10%10%

26%

LGSAMSUNGONIDAVIDEOCONSONYOTHERS

Source: Secondary Data from the Internet

Explanation: -

As per the Internet sources these are mainly five major players of

TV/LCD/Plasma in the market in descending order as LG, Samsung, Sony, Videocon,

and Onida. Thus we can analyze the brand image from the diagram above.

Finding: -

From the above graph it is clear that Samsung is enjoying No. 2 position along

with Sony where LG is at the top. Thus the brand image of LG is the strongest. Thus the

relevance of survey can directly be compared with this data.

Table No-07

Market display share of Refrigerators

Explanation: -

This is the market display share of refrigerators in Pune. In this we consider all types of

refrigerators like FF, DC etc.

Finding: -

In terms of display of Refrigerator (FF) among various sub dealers it is found that L.G

occupies the major share and in other models Samsung occupies major share. And others

are overall equal. Display of a particular product or brand is done for two reasons

1. To push that product for sales

2. To attract customer.

Display Of Refrigerator of diffrent Brands

2 0 0 0 00 0 0 0

49

77

54

12

24 27

5

2932

37

00

10

20

30

40

50

60

70

80

90

No

. of

Ref

rig

erat

or

Frost Free

Direct Cooling

Sise by Side

Bottom Freezer

Frost Free 49 77 24 12 54

Direct Cooling 37 32 29 5 27

Sise by Side 2 0 0 0 0

Bottom Freezer 0 0 0 0 0

Samsung

L.GWhirlpoo

lElectolux Other

Table No-08

Market display share of Microwave oven

Display Of MiroWave Oven

1918

25

8

10

21

11

15

6

13

15

12

21

45

0

5

10

15

20

25

30

No.O

f R

efriger

ator

Solo

Grilled

Convection

Solo 19 18 25 8 10

Grilled 21 11 15 6 13

Convection 15 12 21 4 5

Samsung Kenstar L.G Electrolux Other

Explanation: - This is the market display share for microwave ovens. It includes solo

ovens, grilled ovens and oven with convection technology.

Finding: -

It is found that LG is ahead of Samsung in display when it comes to Microwave (solo).

While other models of different Brand are almost at equal level for Display.

Table No-09

Market Display Share of Air Conditioners

Display of Air Conditioners

13

2

9

3

8

0 0

6

2

5

2

0

2

1

0

2

4

6

8

10

12

14

No

. of

Air

Co

nd

itio

ns

Split

Window

Split 13 2 9 3 8 0 0

Window 6 2 5 2 0 2 1

Samsung Carrier L.G Godrej Onida Videocon Others

Explanation:- This graph explains the market display of air conditioners(both split and

window A/C’s.

Findings: -

It is found that Samsung is ahead of LG and other brands in display when it comes to Air

conditioners. While Other Product and Brand all are almost equal.

Table No-10

Market Display Share of Washing Machines

Explanation: -This shows the display market share of semi as well as fully automatic

washing machines.

Findings: -

It is found that LG is ahead of Samsung in display when it comes to Washing Machine

(Fully Automatic). While for other model (semi automatic) Samsung is ahead.

Display Of Washing Machine

50

58

20

37

21 21 22

94

25

0

10

20

30

40

50

60

70

No

of

Was

hin

g M

ach

ine

Fully Automatic

Semi Autimatic

Fully Automatic 50 21 58 20 37

Semi Autimatic 25 4 21 9 22

Samsung IFB L.G Whirlpool Others

Table No. 11

Title: - ADVERTISING ACTIVITIES {According to the Dealers (50)

Activities No. Of Dealers.

TV Commercials LG SAMSUNG ONIDA

VIDEOCO

N SONY

Excellent 8 6 5 3 3

Good 22 20 18 12 11

Fair 12 18 18 26 24

Poor 8 8 9 9 10

Total 50 50 50 50 50

Outdoor

Activities LG SAMSUNG ONIDA

VIDEOCO

N SONY

Excellent 15 10 7 11 9

Good 25 20 12 19 16

Fair 7 15 21 13 14

Poor 3 5 10 7 11

Total 50 50 50 50 50

Press

Ads/Magazines LG SAMSUNG ONIDA

VIDEOCO

N SONY

Excellent 12 15 2 4 8

Good 24 25 14 19 21

Fair 9 7 21 16 11

Poor 5 3 13 12 10

Total 50 50 50 50 50

Explanation: -

The following are the responses of the dealers regarding the

advertising activities carried out by the various companies. The total number of

dealers is 50. The responses regarding TV commercials, Outdoors activities, and

Press/Magazine advertisements are taken in category of excellent, good, fair, and

poor.

Finding: -

From the above chart it is clear that according to most of the dealers the

advertising activities carried out by Samsung and LG are far more positive as

compared to the other brands.

For TV commercials 30 out of 50 dealer’s response for LG is Excellent/good

compared to that of Samsung with 26 out of 50 dealers.

Similarly for outdoor activities only 30 out of 50 dealer’s response for

Samsung is positive as compared to that of LG (40 out of 50 dealers).

In terms of press/magazine advertisements the Excellent/good response of the

dealers is, 40/50 for Samsung, 36/50 for LG, 29/50 for Sony, 23/50 for Videocon, and

16/50 for Onida.

Table No- 12,13and 14

Title: - ADVERTISING ACTIVITIES {According to the

customers (200)

Table No. 12

Activities No. Of Customers

TV

commercials

LG Samsung Onida Videocon Sony

Excellent/Good 82 43 78 81 82

Fair/Poor 118 157 122 119 118

Total 200 200 200 200 200

Table No. 13


Outdoor

Activities


Excellent/Good 115 101 65 84 122

Fair/Poor 85 99 135 116 78

Total 200 200 200 200 200

Table No. 14


Press/

Magazine Ads


Excellent/Good 139 142 99 117 128

Fair/Poor 61 58 101 83 72

Total 200 200 200 200 200

Explanation: -

The following are the responses of the customers regarding the advertising

activities carried out by the various companies. The total number of customers is

200. The responses regarding TV commercials, Outdoors activities, and

Press/Magazine advertisements are taken in category of excellent/good, and

fair/poor. Table no. 07 represents responses regarding the TV commercials, table

no. 08 regarding outdoor activities and table no. 09 regarding press/magazine

advertisements.

Table No. 12

0%20%40%60%80%

100%

LG

Samsu

ng

Onida

Videoc

onSon

y

TV CommercialsExcellent/Good

TV CommercialsFair/Poor

Table No. 13

Table No. 14

Finding: -

As this is the slack period of television sales most of the customers do not

come across TV commercials of various brands. However outdoor activities and

press/magazine advertisements show decent response.

Samsung and LG out cast all the other brands in almost all the activities.

0%10%20%30%40%50%60%70%

LG

Samsu

ng

Onida

Videoc

onSon

y

Outdoor ActivitiesExcellent/Good

Outdoor ActivitiesFair/Poor

0%

20%

40%

60%

80%

LG

Samsu

ng

Onida

Videoc

onSon

y

PressAds/MagazinesExcellent/Good

PressAds/MagazinesFair/Poor

Table No. 15

Title: - ADVERTISING ACTIVITIES {Based upon

Observations}

Brand Dealers Out Of 50

LG 32

SAMSUNG 31

ONIDA 10

VIDEOCON 16

SONY 13

OTHERS 9

Source: Survey

32

31

10

16

13

9

0 10 20 30 40

Dealers

LG

SAMSUNG

ONIDA

VIDEOCON

SONY

OTHERS

-

Explanation:

This is how the dealers highlight a particular brand in their showrooms.

Total number of dealers is 50.

Finding: -

31 Dealers out of 50 highlight Samsung in their showrooms while 32

dealers out of 50 highlight LG in their showrooms.

Table NO-16

Factors On, which Brand is recommended by Sub dealer to

Customer.

Factors on which Brand is recomended by Sub Dealer to customers

8

7

9

0

2

4

0

1

2

3

4

5

6

7

8

9

10

Series I

Series I 8 7 9 0 2 4

Brand Name PricingAfter Sales

Service

High Margin To Sub Dealer

Schemes/Offers

Fast Movement

Of

Findings: -

From the graph it is seen that most of the Sub dealers prefer to sell LG followed

by Samsung. Main reason given by them for that is high quality and brand image of the

company.

Table No-17

Title: - Sale figures of TV’s for of the previous quarter. (April, May,

June)

Brand Units Percent

LG 9982 28%

SAMSUNG 10046 28%

ONIDA 4563 13%

VIDEOCON 5071 14%

SONY 6028 17%

TOTAL 35690 100%

9982 10046

4563 50716028

0

2000

4000

6000

8000

10000

12000

Sales

Units 9982 10046 4563 5071 6028

LGSAMSU

NGONIDA

VIDEOCON

SONY

Source: Secondary Data collected from branch offices

Explanation: -

The above table represents the sale figures of the various brands of TV’s of the

previous quarter (April, May, June). These figures are primary sale figures given by the

branch offices of each brand.

Finding: -

We can clearly make out the impact of advertising activities and brand image on

the sales. As the activities of Samsung and LG totally outcast its other competitors the

sale figures too report the same.

CHAPTER 5

FINDINGS AND CONCLUSIONS

� In the market of televisions of 21’’, Samsung is at No. 2 position giving

competition to LG.

Thus the brand image of Samsung is the Second strongest.

(With reference to Table No. 02, page no. 27)

� From the graph it is clear that LG is leading in the market of televisions of

29’’. Its market share is 22% to that of Samsung’s 18%.


� From the graph it is clear that Samsung is leading in the market of LCD’s/

Plasma with 26% followed by LG – 15%, Sony – 15% and Videocon – 13%.


� From the above representation it is very clear that in the market of

TV/LCD/Plasma, Samsung is enjoying No. 2 position with its display share

being 13% and the market leader is LG with 23%. Samsung’s share is 17%,

Sony with 15%, Onida 12% while the others sum up to 20%.

Thus we can analyze the brand image where LG has strongest compared to

Onida having lowest.

(With reference to Table No. 05, page no.32)

� From the graph it is clear that Samsung is enjoying No. 2 position. LG is at

the top. Thus the brand image of LG is the strongest. Thus the relevance of

survey can directly be compared with this data.


� From the chart it is clear that according to most of the dealers the

advertising activities carried out by LG and Samsung are far more positive

as compared to the other brands.

For TV commercials 30 out of 50 dealer’s response for LG is Excellent/good

compared to that of Samsung with only 26out of 50 dealers.

Similarly for outdoor activities 30 out of 50 dealer’s response for Samsung is

positive as compared to that of LG (40 out of 5o dealers).

In terms of press/magazine advertisements the Excellent/good response of the

dealers is, 40/50 for Samsung, 36/50 for LG, 28/50 for Sony, 23/50 for

Videocon, and 13/50 for Onida.


CHAPTER 7

SUGGESTIONS

1. Samsung must pay greater attention to increase their brand image. Although

Samsung conducts Branding and advertising activities throughout the year it

is not enough. This is because LG follows a better strategy as a result they

are a more preferred brand than Samsung, however small the margin may

be.

2. The company should improve the after sales service upto the satisfaction of

the dealers and sub dealers.

3. The company should also encourage the dealers to properly explain the

promotion schemes to the customers. In most cases it happens that the

dealers are not able to put forward the offer to the customer and ends up

confusing the customer. This affects the result of the offer and in turn the

sales of the company.

4. Advertising should be done at key places where people can see it. Shops

should also be properly instructed to brand particular products.

5. The company should also see to it that advertising tools like posters, banners

are also available in the regional language along with English. This will help

the company to reach a larger number of people.

6. The company will also be benefited if they consider their pricing in some

segments like the LCD segment.

7. As the product line expands the company must distribute information

regarding the new products with the help of pamphlets, posters etc. This will

make the dealers aware of the new products. Also such new products should

also be publicly advertised so that the customers become aware of these

products.

8. Promotional schemes should be such that they will benefit both the dealer

and the customer. This will cause the dealer to take proper interest in the

promotions schemes. Schemes like display contest can be held for dealers to

encourage them.

CHAPTER-8

LIMITATIONS

• Locating the target Sub Dealers of Samsung Electronics is very time

consuming.

• Sample size is limited due to the limited period for survey.

• The location of Sub Dealers to cover the various areas of the city is tedious

and time consuming.

• Getting accurate response from the respondents due to their inherent

problem is difficult. They may be partial or refuse to cooperate.

• Respondents may not be at shop and may have to re contact or replace by

others.

• The study was limited to Pimpri-Chinchwad & Pune city only.

• As the Survey reflects only one time frame of the Business year the findings

that we get may not stand for the whole year. Hence the results are only for

the time period from May-July and do not totally reflect the annual

performance of the company.

BIBLIOGRAPHY

BIBLIOGRAPHY:

1) Marketing Management—PHILIPS KOTLER

2) Marketing Research—KOTHARI

3) SAMSUNGS’S Monthly Magazines

4) SAMSUNG Manuals

5) www.compareindia.com

6) www.samsung.com

Assessed on Wednesday 5th sept.2007

7) www.wikipedia.org

ANNEXURE

QUESTIONNAIRE FOR CONSUMER

Date----/----/---- Product: TV/LCD/Plasma

1) Name Of The consumer: Mr./Mrs.________________________________

2) Age: ______

3) Address: _____________________________________________________

_____________________________________________

4) Which TV do you own?

a) LG g) Haier

b) Sansui h) Samsung

c) Akai i) Onida

d) Philips j) Videocon

e) BPL k) Sony

f) Toshiba l) Sharp

5) If you have to buy a TV, which brand will you prefer?

a) LG g) Haier

b) Sansui h) Samsung

c) Akai i) Onida

d) Philips j) Videocon

e) BPL k) Sony

f) Toshiba l) Sharp

6) Advertising Activities: -

A) TV commercials: -


Excellent

Good

Fair

Poor

B) Outdoor Activities: -


Excellent

Good

Fair

Poor

C) Press/ Magazine Ads: -


Excellent

Good

Fair

Poor

QUESTIONNAIRE FOR DEALER

Date----/----/---- Product: TV/ LCD/Plasma

1) Name Of The DEALER:________________________________

2) Area/ Address: _______________________________________

______________________________________

3) Observation: - Brands Highlighted

a) LG d) Videocon

b) Samsung e) Sony

c) Onida f) Others (___________)

4) Best Brand? As per Sales, Profit, Performance, Brand Image, Etc.

a) LG d) Videocon

b) Samsung e) Sony

c) Onida f) Others (___________)

5) Display Status:

TV LCD/Plasma

21’’ 29’’

LG

Samsung

Onida

Videocon

Sony

Sharp

Haier

Philips

Toshiba

BPL

Others

6) Last Month's Sale

TV LCD/Plasma

21’’ 29’’

LG

Samsung

Onida

Videocon

Sony

Sharp

Haier

Philips

Toshiba

BPL

Others

7) Current Schemes, if any, on any of the brands?

____________________________________________________

____________________________________________________

____________________________________________________

8) Do you recommend any particular brand to customers? Yes/No

Reasons: - ___________________________________________

___________________________________________

9) Advertising Activities: -

A) TV commercials: -


Excellent

Good

Fair

Poor

B) Outdoor Activities: -


Excellent

Good

Fair

Poor

C) Press/ Magazine Ads: -


Excellent

Good

Fair

Poor

10) Display

a) Refrigerator

Frost-Free Direct

Cooling

Side by Side Bottom Freezer

Samsung

LG

Whirlpool

Electrolux

Others

b) Microwave Ovens

Solo Grilled Convection

Samsung

Kenstar

LG

Electrolux

Others

c) Air Conditioner

Spilt Window

Samsung

Carrier

LG

Godrej

Onida

Videocon

Others

d) Washing Machine:

Fully Automatic Semi Automatic

Samsung

IFB

LG

Whirlpool

Others

11) Most favored brand (rank wise)

Refrigerator Microwaves Washing

Machines

Air

Conditions

Samsung

Carrier # # #

LG

Godrej # #

Onida # # #

Videocon # # #

Whirlpool # #

Electrolux # #

Kenstar # # #

IFB # # #

12) Satisfaction with the schemes and offers (rank wise)

Samsung

Carrier

LG

Godrej

Onida

Videocon

Whirlpool

Electrolux

Kenstar

IFB

13) What do you look for? (Rank 1-5)

Schemes

Credit

Service

Customer Pull

Promotional Support

14) Which under listed offer is liked by most of the customers (Rank1-6)

Cash Coupon

Holiday Trip

Scratch Coupon

Free Gifts

Special offers

Exchange offers

15) Which is the most demanded brand by the customer? (Rank)

Refrigerator Microwaves Washing

Machines

Air Conditions

Samsung

Carrier # # #

LG

Godrej # # #

Onida # # #

Videocon # # #

Whirlpool # #

Electrolux # #

Kenstar # # #

IFB # # #

16) Which factor Sub Dealer recommends brand to customer. (Rank 1-6)

Brand name

Pricing

After sale service

High margin to Sub Dealers

Schemes/offers

Fast movement of products

17) Main factors a consumer considers while buying product (Rank 1-8)

Pricing

Brand name

Quality

Design Style

After Sale service

0 % finance

Any other

BRANDING BY SAMSUNG IN PUNE

LCD Branding-GSB outside Radhika, Nigdi

CTV POP Placement at various Counters of Pune City – Rajkamal, Satara Road

(Sub – Dealer)

Samsung LCD Lounge

Promotional Scheme by Samsung for semi automatic washing machine.

PROMOTIONAL SCHEME BY SAMSUNG FOR SAMSUNG 21” FLAT TV

Documents

0601010 MARKET RESEARCH ON ADVERTISING AND BRAND IMAGE