Upload
rahul-rana
View
163
Download
2
Tags:
Embed Size (px)
Citation preview
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 NITIN RANA ASBM MBA 4TH
AEMB0086B/09
DEPARTMENT OF MANAGEMENT ARNI SCHOOL OF BUSINESS MANAGEMENT
(ARNI UNIVERSITY)
DECLARATION
I Nitin Rana Roll No.ID AEMB0086B/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)
CountersignedDirector/Dean/Coordinator
Seal
PREFACE
Practical training is an important part of management courses.
Theoretical studies are not sufficient to get into corporate world and
understand the complexities of large-scale organizations.
Practical training exposes us to real practices of management in the
organization. It also exposes students to the treasures of experience,
knowledge and learning which prerequisites of making a successful
career are.
I deem it privilege to have undergone this project. I acknowledge
that the practical training that I got from this cannot be gained
otherwise. I found my project very interesting and challenging.
(NITIN RANA)
CERTIFICATE
It is certified the project work entitled “ Market Survey
Report On Samsung 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) has been carried out
under my guidance and supervision.
PROJECT GUIDE
Mr. Ashwani Malhotra Lect. ABSM
ACKNOWLEDGEMENT
My efforts to conduct survey on SAMSUNG INDIA’S counter display and product image etc. could have gone in vain if blessing of my project manager Mr.Aswani Malhotra Were not with me. I could put my best even in far flung areas of Kangra and Chamba districts due to encouragement and continuous guidance of my teachers, seniors and classmates for each and every aspect of survey. I congratulate all the concerned dealers of SAMSUNG INDIA for their excellent support in compiling and bring out needed data/information which was authenticated, easy to understand and ready to apply. They (dealers) extend all possible cooperation to provide available references, systematic and step wise solutions to various problems being faced by them. Updated information’s regarding competitors, constructive suggestions for future improvements are gratefully acknowledged.
Last but not the least I thank all those consumers of brand SAMSUNG INDIA who facilitate me by telling threats, weakness and opportunities of various products without any hesitations and offer solutions to improve product range and to cover different segments of customers. Nitin Rana M.B.A. 4th SEMESTER ASBM. Indora(HP).
INTRODUCTIONSAMSUNG INDIA has launched product range of different electronic items with the intention of expending its market share. In order to monitor the progress of different brand consumer’s behavior, brand image and market share at dealer level, this survey was conducted under the guidance and encouragement of Sh. This survey was also organized to plan counter display at different levels to check product wise competition with other companies involved in the same business. Through this survey company may know the product positioning and can push slow moving products, create brand shifts, enhances brand visibility at the outlet and get feedback from the market. This survey also had objective to know dealer’s position in markets and to offer them schemes, display, advertisement and sales materials to decorate the outlets. Survey may produce outcome with provision of model outlet to retailers to remain attractive towards brand to a greater extent. Winning customer through obtaining approvals, recommendation, brand pull and trade push were some other integral part of this survey to serve company in territories with varying potential and geographical size. Besides this survey was a greater usage to know the unethical practices, vertical/horizontal channel conflicts with competitors.
The survey remained very goods through 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.
EXECUTIVE SUMMARY I have imparted my summer training under Samsung India Electronics Pvt. Ltd.
(Chandigarh branch office). It was a great experience to me for doing training in well
reputed company. Samsung electronics comes into existence in 1969. Its founder was Mr.
Lee Byung-chul (1910-1987). It is public company and its headquarters is Seoul, South
Korea. Samsung electronics producing many products like Flat CTV, LCD, Semi automatic
washing machines, fully automatic washing machines, microwaves, A.C’s and many more.
Samsung Electronics carry its business in India through the following Dealers Network.
This includes Chandigarh, Diu, Daman, Dadar & Nagar Haveli, Lakshadweep, and
Andaman & Nicobar Islands. This 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. This Chandigarh Branch is being headed by Mr. Sanjay
Bhatt who is branch manager.There is proper marketing network of Samsung. 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.
OBJECTIVES –
Primary 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.
SCOPES –
In order to accomplish the objectives of the project I conducted a survey regarding
estimating the dealer’s behaviour regarding Home Appliances & Consume Electronics in
HIMACHALS market as how they think of these things. Besides it how the Sales behave in
relation to Display of goods in Showrooms with well organized manner and with a
combination of POP/POS. and I was also to find the criteria on the basis of which the
dealer display the different Branded products in different quantity. The survey was
restricted to the Multi-branded and exclusive Showrooms in Kangra and Chamba distt of
H.P.
During my training I am doing a survey. My survey is restricted to distributors, direct
dealers and sub dealers. In dealer survey I found that maximum dealer display the Samsung
Flt ctv in their showroom. In the display of LCD there is very strong competition in
Districts market. In LCD, LG is the main competitor of Samsung. In the display of frost
free ref. Samsung get the 1st rank. During my survey I found that many dealer displays
direct cool and semi automatic washing machine of Samsung Company in their showroom.
There is great display of LG fully automatic washing machines in the district. Now in the
sales Samsung again in the top. Sale of Samsung f lat ctv was very high in Himachals
market. Most people prefer Samsung Flat ctv but in sale of LCD Samsung and LG are in
the top position. Both cover 31% market. In the sale of frost free Samsung cover huge
market it cover 53% market. In the sale of direct cool and semi automatic washing machine
Samsung cover 42% &45% market. In the sale of fully automatic there is strong
competition. There was also great demand of microwave, LCD,during my survey I found
that many dealer thought that there is strong effect of POP/POS display. It will increase the
sale of product. Many dealer thought that Samsung company has maximum emphasis on
POP/POS display. When I talked about the criteria for the current display many dealer said
that there is no reason for display and some say that stock and service. 55% dealers 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:-
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 month of purchasing date.
For increase sale proper marketing should be done on T.V, newspaper, and
magazines.
Good schemes should be given to dealers and customers.
In the products like LCD there should be improve on picture quality whose
screen is more then 40”.
Combo offers give to dealers and customers.
During my survey I face many limitations which are as follows:-
• Generally the respondents were busy in their work & were not interested in
responding rightly
• Respondents were reluctant to disclose complete & correct information about
themselves and their organization
• Most respondents were not maintaining proper records of their sale so they
information on the bases of estimation
• The last but the most important point to that survey was carried through
Questionnaire and the Questions were based on perception. Most important is positioning.
But there may be certain aspects not taken into consideration.
CONCLUSION -
Summer Training Project in Samsung 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
interacti
on with
the
Custome
rs and
Dealers
gave me
their
perceptio
n
regardin
g the
Samsung
products.
I also
came to
know
about
their
Brand
Preferen
ce,
Brand
Loyalty
and
Brand
Awarene
ss
regardin
g
products. Overall it was a great learning experience for me that would help me a lot in
future.
CONTENTS
Nos. Headings1
Introduction of the companyA Samsung Group
Samsung GroupB Samsung ElectronicsC Samsung ElectronicsD Vision and missionE Key products
F Samsung in India G Samsung electronics product category H Samsung electronics dealer network I Area sales office J Samsung branch office K Manufacturing L Chandigarh branch network M Marketing network
2Objectives and Scope
3Research Methodology
a) Marketing researchb) Types of marketing researchc) Marketing research process
Introduction to project undertakena. Reasons to choose the project
b Sampling
4a Introduction to data analysis
b Dealer survey
5CONCLUSION/SWOT analysis
Swot analysis- Samsung products
6
Bibliography
GROWING TO BE THE BEST
“Our aim is to gain technological leadership in
the Indian marketplace even as our goal is to
earn the love and respect of more and more of
our Indian consumers.”
Mr. S.H. Oh,
CEO,
Samsung South-
West Asia
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 GROUP-
The 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 GROUP-Samsung 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 ELECTRONICS-
Samsung 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
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
Vision Leading the Digital Convergence Revolution
Mission
Digital є– Company
A Company that Leads the Digital Convergence Revolution
through Innovative Digital Products (Digital) & - є Process (є)
Business Process Innovation Speed - Simplicity
Business Portfolio Restructuring Design –
Convergence - Networking
KEY PRODUCTS-GLOBAL MARKET SHARE-This table is showing the market share of different Products of Home Appliances, Consumer Electronics, Telecommunications and Information Technology in the World Market-
Product Market Share Rank
TV 11.2% 1st
LCD TV 13.2% 1st
Plasma TV 15.2% 3rd
Monitor 21% 1st
DVD player 14% 2nd
Digital Camera 13% 4th
Digital Camcorder 15% 3rd
Printer 11.6% 2nd
MP3 Player 10.1% 3rd
CDMA Mobile Phone 28.2% 1st
Mobile Phone 12.2% 3rd
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 INDIA-Samsung 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 CATAGORIES-
SAMSUNGELECTRONICS
TELECOMMUNICATIONSINFORMATIONTECHNOLOGY
HOME APPLIANCES/ CONSUMER ELECTRONICS
GSMCDMA
MONITORSHDDCD/DVD ROMCD/DVD WRITERLASER PRINTERSFAX
HAMICROWAVERFERIGERATORAIR CONDITIONERSWASHING MACHINES
CETVsDVD PLAYERSCAMCORDERSAUDIOHOME THEATERMP3 PLAYERSDIGITAL CAMERAS
SAMSUNG ELECTRONICS DEALERS NETWORK-Samsung 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 West Region South Region East Region
JammuJalandharLudhianaKarnalDehradunAgraKanpurVaranasi
JodhpurUdaipurRajkotBarodaSuratBhopalJaalpurNasikAurngabadNagpurThaneKolhapurGoa
HubaliMangloreCalicutTrivandrumMaduraiTrickyVijyawadaWarangalVizag
PatnaSiliguriAsansolJamshedpur
Area Sales Offices
SAMSUNG BRANCH OFFICES-These 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)
MANUFACTURING-Samsung’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 BRANCH-
This 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 POLICIES-Creative 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 Office
Jammu
PunjabJalandhar
Ludhiana
Chandigarh & Himachal
SrinagarValleyJammu
AmritsarPathankotGurdaspurBatalaHoshiarpurKapurthala
H.P.RoparMohaliNangalChandigarh
Pepsu BeltMogaPatialaFerozpurAboharFazilkaKhannaSangrurNabha
CHANDIGARH BRANCH NETWORK-
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 NETWORK-
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.
Branch Office
Distributors Direct Dealers
Sub Dealers
Customers
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 PROJECT-Primary 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 METHODOLOGY-MARKETING 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.
SAMPLING-
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.
QUESTIONANNAIRE-1 – 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
PROJECT-I 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
INTRODUCTION-Data 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
DHARAMSHALA-
1-Nand Kishore & 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
FLATCTV
LCD F.F D.C S.A.W.M F.A.W.M MWO DVD
SAMSUNG 50% 50% 60% 50% 90% 90% 100% 40%SONY 40% 40% 60%VIDEOCON 10% 10% 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. COUNTER DISPLAY – P.O.P maximum of Samsung.
PRODUCTS
BRANDS
FLATCTV
LCD F.F D.C S.A.WM
F.A.W.M MWO DVD
SAMSUNG 80% 100% 100% 100% 100% 100% 100% 80%OTHERS 20% 20%
GAGGAL-
SURINDER 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
FLATCTV
LCD F.F D.C S.A.W.M F.A.W.M MWO DVD
SAMSUNG 70% 100% 100%
100% 100% 100% 100% 70%
PHILIPS 20% 30%BESTAVISION 10%
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. COUNTER DISPLAY – P.O.P maximum of Samsung.
PRODUCTS
BRANDS
FLATCTV
LCD F.F D.C S.A.W.M F.A.W.M MWO DVD
SAMSUNG 50% 60% 60% 50% 80% 80% 100% 60%LG 40% 40% 40% 50% 20% 20% 40%OSCAR 10%
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
BRANDS
FLATCTV
LCD F.F D.C S.A.W.M F.A.W.M MWO DVD
SAMSUNG 50% 50% 100%
100%
100% 100% 100% 60%
SONY 40% 40% 40%PANASONIC 10%
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
FLATCTV
LCD
F.F D.C S.A.W.M
F.A.W.M
MWO
DVD
SAMSUNG 25% 60% 30% 30% 25% 25% 60% 20%PHILIPS 25% 40% 20%ONIDA 25% 20% 20% 20% 20% 40% 15%VIDEOCON 25% 50% 50% 55% 55% 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
BRANDS
FLATCTV
LCD
F.F D.C S.A.W.M
F.A.W.M
MWO DVD
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
FLATCTV
LCD F.F D.C S.A.W.M F.A.W.M MWO DVD
SAMSUNG 40% 50% 30% 30% 40% 40% 60% 60%LG 30% 50% 30% 30% 20% 20% 40% 40%WHRLPOL 20% 20% 10% 10%VIDEOCON 30%GODREJ 20% 20% 10% 10%
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
FLATCTV
LCD F.F D.C S.A.W.M F.A.W.M
MWO
DVD
SAMSUNG 60% 100% 60% 60% 50% 50% 100% 40%GODREJ 40% 40% 50% 50%OTHER 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
BRANDS
FLATCTV
LCD F.F D.C S.A.W.M
F.A.W.M
MWO
DVD
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
BRANDS
FLATCTV
LCD F.F D.C S.A.W.M F.A.W.M MWO DVD
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
BRANDS
FLATCTV
LCD F.F D.C S.A.W.M
F.A.W.M MWO DVD
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 –
PRODUCTS
BRANDS
FLATCTV
LCD F.F D.C S.A.W.M
F.A.W.M MWO DVD
SAMSUNG 100% 100% 100% 100% 100% 100% 100% 100%OTHERS
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
BRANDS
FLATCTV
LCD F.F D.C S.A.W.M
F.A.W.M MWO DVD
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
BRANDS
FLATCTV
LCD F.F D.C S.A.W.M
F.A.W.M MWO DVD
SAMSUNG 60% 100% 70% 70% 80% 80% 100% 70%VIDEOCON 40% 30% 30% 20% 20% 30%
PIYUSH ELECTRONICS – 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 –
PRODUCTS
BRANDS
FLATCTV
LCD F.F D.C S.A.W.M F.A.W.M MWO DVD
SAMSUNG 20% 20% 10% 10% 20% 20% 20%PANASONIC 20% 80% 60%PHILIPS 30% 20%VIDEOCON 30% 25% 25% 30% 30%GODREJ 35% 35%WHIRLPOOL 30% 30% 50% 50%
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
BRANDS
FLATCTV
LCD F.F D.C S.A.W.M F.A.W.M MWO DVD
SAMSUNG 20% 50% 20% 20% 25% 25% 50% 40%LG 30% 50% 20% 20% 20% 20% 50% 60%VIDEOCON 50% 35% 35% 30% 30%WHRLPOOL 25% 25% 25% 25%
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
BRANDS
FLATCTV
LCD F.F D.C S.A.W.M F.A.W.M MWO DVD
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
BRANDS
FLATCTV
LCD F.F D.C S.A.W.M F.A.W.M MWO
DVD
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
BRANDS
FLATCTV
LCD F.F D.C S.A.W.M F.A.W.M MWO DVD
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
BRANDS
FLATCTV
LCD F.F D.C S.A.W.M
F.A.W.M MWO DVD
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
FLATCTV
LCD F.F D.C S.A.W.M F.A.W.M MWO DVD
SAMSUNG 20% 50% 30% 30% 20% 20% 30%LG 30% 50% 40% 40% 50% 50% 30%VIDEOCON 30 30% 30% 30% 30%OTHERS 20% 40%
THAKUR ELECTRONICS –
Consumption Pattern – Small/medium range of products. Beliefs – Very good quality 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. TURNOVER – Total = 20 lakh with 80% share of Samsung. COUNTER DISPLAY –
PRODUCTS
BRANDS
FLATCTV
LCD F.F D.C S.A.W.M F.A.W.M MWO DVD
SAMSUNG 70% 100% 70% 70% 60% 60% 70%WHIRLPOOL 30% 30% 40% 40%OTHERS 30% 30%
BHARMAR –
BALDEV ELECTRONICS –
Consumption Pattern – Smaller range of products are consumed. Beliefs – Very good quality products. 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. TURNOVER – Total = 10-15 lakh with 70% share of Samsung. COUNTER DISPLAY –
PRODUCTS
BRANDS
FLATCTV
LCD F.F D.C S.A.W.M F.A.W.M MWO DVD
SAMSUNG 40% 60% 70% 70% 70% 70% 50%LG 40% 40% 30% 30% 70% 30% 30%OTHERS 20% 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
FLATCTV
LCD F.F D.C S.A.W.M F.A.W.M MWO DVD
SAMSUNG 40% 50% 45% 45% 40% 40% 50% 50%LG 30% 50% 30% 30% 25% 25% 50% 50%VIDEOCON 30% 25% 25% 35% 35%
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
FLATCTV
LCD F.F D.C S.A.W.M F.A.W.M MWO DVD
SAMSUNG 20% 10% 20% 20% 20% 20% 30%LG 30% 30% 30% 30% 40% 40% 40%SONY 20% 20%VIDEOCON 20% 20% 20% 20% 10% 10%PHILIPS 10% 20% 30%WHIRLPOOL 30% 30% 30% 30%
KISHORE WATCH & TV MAKER –
Consumption Pattern – Small/medium range of products. Beliefs – Very good in quality with very less complaints. Expectations – Increase margin of MRP and DP. Buying Behavior – Market of cheaper range of products. 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. TURNOVER – Total = 20 lakh with 30% share of Samsung. COUNTER DISPLAY –
PRODUCTS
BRANDS
FLATCTV
LCD F.F D.C S.A.W.M F.A.W.M MWO DVD
SAMSUNG 30% 50% 50% 40% 40% 40%BPL 30% 50% 50% 60% 60%OTHERS 40% 60%
NAGROTA SURIAN –
PREM ELECTRONICS/SHALIE ELECTRONICS –
Consumption Pattern – Small range of products. Beliefs – Very good quality products. Expectations – Provide incentives to dealers of rural area. Buying Behavior – Market of cheaper range of products. 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. TURNOVER – Total = 10-15 lakh with 90% share of Samsung. COUNTER DISPLAY –
PRODUCTS
BRANDS
FLATCTV
LCD F.F D.C S.A.W.M
F.A.W.M
MWO DVD
SAMSUNG 70% 100% 100% 100% 100% 70%OTHERS 30% 30%
JASSUR –
JAWALA TRADERS –
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
FLATCTV
LCD F.F D.C S.A.W.M F.A.W.M MWO DVD
SAMSUNG 70% 100% 60% 60% 70% 70% 100% 60%KELVNATOR 40% 40% 30% 30%OTHERS 30% 40%
INDORA –
STANDARD ELECTRONICS –
Consumption Pattern – Average range of products. Beliefs – Very good quality 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
FLATCTV
LCD F.F D.C S.A.W.M F.A.W.M MWO DVD
SAMSUNG 60% 100% 50% 50% 60% 60% 100% 50%KELVNATOR 50% 50% 40% 40%OTHERS 40% 50%
RAIT –
PK TIME CENTER –
Consumption Pattern – Small/medium range of products. Beliefs – Very good quality but higher prices. Expectations – Must increase the margin of MRP and DP. Buying Behavior – Market of cost oriented people. 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
FLATCTV
LCD F.F D.C S.A.W.M
F.A.W.M
MWO DVD
SAMSUNG 60% 100% 100% 100% 100% 100% 100% 60%WESTON 40% 40%
SHAHPUR –
HIMPLAST UDYOG –
Consumption Pattern – Base models are consumed. Beliefs – Very good quality products. Expectations – Should increase the margin of dealers. Buying Behavior – Market of cost oriented people. 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
FLATCTV
LCD F.F D.C S.A.W.M
F.A.W.M MWO DVD
SAMSUNG 30% 40% 30% 30% 40% 40% 50% 30%LG 40% 60% 70% 70% 60% 60% 50% 30%OTHERS 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
FLATCTV
LCD F.F D.C S.A.W.M F.A.W.M MWO DVD
SAMSUNG 50% 50% 40% 40% 40% 40% 50% 40%LG 20% 50% 30% 30% 20% 20% 50% 60%WHIRLPOOL 15% 15% 20% 20%VIDEOCON 30% 15% 15% 20% 20%
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. Buying Behavior – Market of cost oriented people. 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. TURNOVER – Total = 60 lakhs with 70% share of Samsung. COUNTER DISPLAY –
PRODUCTS
BRANDS
FLATCTV
LCD F.F D.C S.A.W.M F.A.W.M MWO DVD
SAMSUNG 60% 50% 60% 60% 50% 50% 50% 40%LG 40% 50% 20% 20% 30% 30% 50% 60%WHIRLPOOL 20% 20% 20% 20%
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. Buying Behavior – Market of cost oriented people. 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. TURNOVER – Total = 15 lakhs with 60% share of Samsung. COUNTER DISPLAY –
PRODUCTS
BRANDS
FLATCTV
LCD F.F D.C S.A.W.M F.A.W.M MWO DVD
SAMSUNG 60% 100% 60% 60% 70% 70% 100% 40%GODREJ 40% 40% 30% 30% 20%OTHERS 40% 40%
BANIKHET –
MODERN ELECTRONICS –
Consumption Pattern – Average range of product models. Beliefs – Very good quality products. Expectations – Products of cheaper range should be introduce and increase margin
of DP and MRP. Buying Behavior – Market of cost oriented people. 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. TURNOVER – Total = 60 lakhs with 50% share of Samsung. COUNTER DISPLAY –
PRODUCTS
BRANDS
FLATCTV
LCD F.F D.C S.A.W.M F.A.W.M MWO DVD
SAMSUNG 40% 50% 60% 60% 70% 70% 100% 30%PHILIPS 20% 30%SONY 40% 50% 40%GODREJ 40% 40% 30% 30%
CHAMBA –
BHARAT ELECTRONICS –
Consumption Pattern – Every type of Product model. Beliefs – Very good quality products. 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
FLATCTV
LCD F.F D.C S.A.W.M F.A.W.M MWO DVD
SAMSUNG 50% 40% 60% 60% 60% 30% 50% 40%IFB 40% 50%GODREJ 40% 40% 40% 30% 20%SONY 50% 60% 40%
MUNSHI RAM KARAM CHAND ELECTRONICS –
Consumption Pattern – All ranges of product model. Beliefs – Very good quality products. 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 –
PRODUCTS
BRANDS
FLATCTV
LCD F.F D.C S.A.W.M
F.A.W.M
MWO DVD
SAMSUNG 100% 100% 100% 100% 100% 100% 100% 100%OTHERS
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
and experience market to set objectives to increase awareness, encourage trial, reinforce
behavior and provide information about highly placed brand SAMSUNG, if my
Survey
report
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