31 Ankit Report of Samsung

8/3/2019 31 Ankit Report of Samsung

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EXECUTIVE SUMMARY

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EXECUTIVE SUMMARY

In professional course, Winter Training is taken by the students of their course i.e. after to

semesters in order to get an experience of the corporate world in a small way. Beside the

target I personally aim at learning the stress management and have an experience of

working in an actual corporate environment. The main objective is to learn customer

handling in the B2B Marketing. The approach of my research was survey and

questionnaire which was filled by stude, servicemen, shopkeepers, businessman,

executive, vendors and various other customers.

The sample size was 100.

The basis purpose of doing the project was:-

To find out the potential hotels in Pune which required C.T.V. or other Samsung

products and strategically sell them.

To increase the sales of the products.

Make the customer know about the new products and technology provided by

Samsung which others do not provide.

To find out the problem faced by existing customer

Study of customer perception of Samsung C.T.V. vis-a-vis others Brand

My Executive Training has shown me a glance of the corporate world which I have to

deal later on. I have also learnt how to tackle with different kinds of customer, how to

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convince them. I have done 2 different projects during my Summer Training and its gave

me great opportunity to learn.

PROJECTS:-

INSTITUTIONAL SELLING:-

Which has given to me is related to sell T.V.

It gives knowledge about products.

It gives customer handling.

Improve Convince Power.

Practical knowledge of Marketing.

At the starting of my winter Training, my guide Mr. Digambar kulkarni given me a task

that is I have to sale Samsung C.T.V. in hotels. So I started making my data base of

hotels from various sources. Then I started tele calling. and tried for appointment. but

after some time it was felt by me that it is not a tool of getting desired result after 5 days,

I have stopped this approach of tele calling and started direct visiting the hotels for

above events and take and then I met with them and tried to get them. By this technique I

started to get good result.

Tools for having the prospective customer:-

Direct calling

Telephone directory.

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Mailing

Follow ups.

Tools used for taking appointments:-

Telephone Calling.

According to my finding its a great learning opportunity for me because the main aim of

doing MBA is to grasp practical knowledge and develop my overall personality. With the

help of this training, I am able to work in a high competitive and professional

environment. Good thing about Samsung is that they always try to do something

innovative and differently. The working environment is very comfortable. They are

always ready to guide freshers and help them so that freshers can easily adjust himself in

the company.

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MEANING OF PROJECT

The word project has a great importance in the development of the new things, idea or

technique. Its importance becomes specifies for the academic purpose .When the study is

about management ,then it becomes more specific .Each single alphabets of this word

represents different management terms:-

P- Implies PLANNING. Planning gives the framework of future. It is pre-determined

procedure about the future work.

R- Implies RESOURCES or the available means with which we move ahead.

Resources have there own role in the development of any project.

O- Implies OPERATION or the existing or adopted sequential procedure.

J- Implies JOINT EFFORTS which directly indicates coordination.

E-Implies EFFECTIVENESS. Every aspect of the project should be effective.

C-Implies to COLLECT that is to bring together all the relevant things which are

necessary to make any project effective.

T-Implies TECHNIQUE .Without technique, project cannot withstand the test of time.

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INDUSTRIAL PROFILE

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INDUSTRY PROFILE

The Consumer Durables industry consists of durable goods and appliances for domestic

use such as televisions, refrigerators, air conditioners and washing machines. Instruments

such as cell phones and kitchen appliances like microwave ovens were also included in

this category. The sector has been witnessing significant growth in recent years, helped

by several drivers such as the emerging retail boom, real estate and housing demand,

greater disposable income and an overall increase in the level of affluence of a significant

section of the population. The industry is represented by major international and local

players such as BPL, Videocon, Voltas, Blue Star, MIRC Electronics, Titan, Whirlpool,

etc.

The consumer durables industry can be broadly classified into two segments: Consumer

Electronics and Consumer Appliances. Consumer Appliances can be further categorized

into Brown Goods and White Goods. The key product lines under each segment were as

follows.

Industry Size, Growth, Trends

The consumer durables market in India was estimated to be around US$ 5 billion in

2007-08. More than 7 million units of consumer durable appliances have been sold in the

year 2006-07 with colour televisions (CTV) forming the bulk of the sales with 30 per

cent share of volumes. CTV, refrigerators and Air-conditioners together constitute more

than 60 per cent of the sales in terms of the number of units sold.

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In the refrigerators market, the frost-free category has grown by 8.3 per cent while direct

cool segment has grown by 9 per cent. Companies like LG, Whirlpool and Samsung have

registered double-digit growth in the direct cool refrigerator market.

In the case of washing machines, the semi-automatic category with a higher base and

fully-automatic categories have grown by 4 per cent to 526,000 units and by 8 per cent to

229,000 units, respectively. In the air-conditioners segment, the sales of window ACs

have grown by 32 per cent and that of split ACs by 97 per cent.

Since the penetration in the urban areas for these products is already quite high, the

markets for both C-TV and refrigerators were shifting to the semi-urban and rural areas.

The growth across product categories in different segments is assessed in the following

sections.

Consumer Electronics

The CTV production was 15.10 million units in 2007-08 and is expected to grow by at

least 25 per cent. At the disaggregated level, conventional CTV volumes have been

falling while flat TVs have grown strongly. Market sources indicate that most CTV

majors have phased out conventional TVs and have been instead focusing more on flat

TVs. The flat segment of CTVs now account for over60 per cent of the total domestic TV

production and is likely to be around 65 per cent in 2007-08.High-end products such as

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liquid crystal display (LCD)and plasma display CTV grew by 400 per cent and 150 per

Cent respectively in 200910 following a sharp decline in prices of these products and

this trend is expected to continue. The audio/video player market has seen significant

growth rates in the domestic market as prices have dropped.

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COMPANY PROFILE

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COMPANY PROFILE

SAMSUNG HISTORY

2009

Named Yoon-Woo Lee as a Vice Chairman & CEO of

Samsung Electronics

Revenue US$ 110.350 billion (2008-09)[1]

Net income US$ 5.027 billion (2008-09)[1]

Total assets US$ 83.60 billion (2008-09)Total equity US$ 46.14 billion (2008-09)

Owner(s) Kun-Hee Lee & Affiliates 17.57%, Treasury

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Stocks(of Samsung Electronics) 13.07%, National

Pension Service 5.90% (as of September 31, 2009)[2]

Employees Over 164,600 (2008-09)

2008

Launched OMNIA phone

Completed establishing TV manufactory in Russia Kaluga

Became the official sponsor of 2010 Guangzhou Asian Game

Developed the world's first 2Gb 50 NANO

Samsung takes No. 1 spot in U.S. cellphone market

Opened Global Brand PR Centre Samsung D'light'

No.1 worldwide market share position for TVs achieved for the 9th

quarter in a row

2007

No.1 worldwide market share position for TVs achieved for the

seventh quarter in a row

Developed the world's first 30nm-class 64Gb NAND Flash

memory

BlackJack bestowed the Best Smart Phone award at CTIA in the U.S.

Attained No.1 worldwide market share position for LCD for the sixth

year in a row

2006 Developed the world's first real double-sided LCD

Developed the worlds' first 50nm 1G DRAM

Unveiled 10M pixel camera phone

Launched "Stealth Vacuum," a vacuum cleaner with the world's

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lowest level of noises

Launched the worlds' first Blu-Ray Disc Player

Developed 1.72"Super-Reflective LCD ScreenSeptember, 2005 The India Retail Forum has awarded Samsung as the Best Retailer of

the year 2005 in the consumer Durables category. James Damian,

SVP, Best Buy and his team handed over the award to Mr. Ravinder

Zutshi, Dy MD and Samsung India at the India Retail award function

held in Mumbai on 16th September.February 2005 Mr. S. H. Oh appointed as the President and Chief Executive Officer

of Samsung South West Asia.November 2004 Samsung received the Golden Peacock Special commendation

Certificate for Corporate Social Responsibility (Private Sector) for

the year 2004 from Mr. Shivraj Patil, Union Home Minister.February 2004 India made regional headquarters for Samsung Southwest Asia.

February 2004 Mr. K. S. Kim appointed as the First President and Chief Executive

Officer of Samsung South West Asia.November 2003 Inaugurated Samsung's new, High-Tech, advanced Refrigerator

facility.August 2003 Commencement of production at refrigerator facility in Noida.

June 2003 Merger of SIEL with SEIIT.

Software technology park set up at NoidaDecember 2002 Construction commences for 5,000,000 refrigerator plant in Noida

October 2002 Samsung unveils new technology for Consumer HomeEntertainment (DNIe)

June 1996 Foundation Stone laid for CTV Factory at Noida, Uttar Pradesh.

May 1996 Launch in South Home Appliances Launch

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December 1995 Samsung India Electronics (SIEL) products launched in India.

August 1995 Certificate for commencement of business received by Samsung

Samsung India is the hub for Samsungs Southwest 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 ,Sagmsun India.

Over 20 branch offices and 40 area sales offices, along with a Head Office in New Delhi,

Samsung India Ltd. has set up a mass reach network. The employee power of Samsung

India consists of over 1600 employees, with around 18%

dedicated to the Research and Development. The Samsung Manufacturing Complex is

located at Noida, near Delhi.

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Samsung Made in India products like Color Televisions, Color Monitors and

Refrigerators are being exported to Middle East, CIS and SAARC countries from its

Noida manufacturing complex..

Samsungs state of the art highly automated manufacturing facilities are located at the

Companys 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 Samsung products manufactured at the Noida

Facility are as follows:

PRODUCT DETAILS

CTV Flat TVs & LCD TVsColour Monitor CRT & TFT LCD Monitor Refrigerator Frost-free and Conventional RefrigeratorsWashing Machine Fully Automatic and Semi Automatic

GSM Handsets

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PRODUCT DETAILS

Mobile phones

Samsung products manufactured in India currently enjoy an average localization level ofover 50%.

Some of the Awards and Recognitions that commemorate Samsung's high tech

manufacturing operations at Noida include:

DATE AWARDS & RECOGNITIONS

May - 1998 ISO 9002 Certification obtained.

Jun 1998 Double Productivity Award received from SEC Korea.

Mar 1999 Triple Productivity Award received from Samsung

Electronics Co., Korea.

Sep - 2001 Excellence in Consumer Electronics Award.

Aug - 2002 Rajiv Gandhi Excellence Award.

Nov - 2004 Manufacturing Value InnovationGold Level

(For CTV & Monitor production lines).Dec - 2004 Samsung Quality Award Gold Level.

Dec - 2004 National Quality Circle Award.

Dec - 2005 National Quality Circle Award.

Jan - 2006 Manufacturing Value Innovation Award(For CTV & Monitor Production lines).Oct - 2007 National Quality Circle Award.

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Global R&D Network

Innovation is a global enterprise at Samsung. Our research and development network

spans six Samsung centres in Korea and 18 more in nine other countries, including the

United States, the United Kingdom, Russia, Israel, India, Japan and China, as well as

other research centres and universities. Closely linked, these centres are tasked with

hiring top-notch local talent, investigating the latest local technology trends, and bringing

to life those technologies that offer the greatest benefits.

GROWING TO BE THE BEST

Samsung India aims to be the Best Company in India by the Year 2010. Best

Company in terms of both the internal workplace environment as well as the external

context in which the Company operates. Samsung aims to grow in India by contributing

to the Indian economy and making the lives of its consumers simpler, easier and richer

through its superior quality products.

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,

President & CEO Samsung South-West Asia Regional Headquarters.

Customized products for Indian Consumers

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Samsung understands the local cultural sensibilities to customize its products

according to the Indian market. It has set up a usability lab at the Indian Institute of

Technology in New Delhi to customize Samsung products to meet the specific needs of

Indian consumers. This industry-institute partnership is helping Samsung to study and

analyze

consumer response in aspects of product design, including aesthetics, ergonomics and

interface.

Through its research done on consumer preferences in India, Samsung has concluded

that Indian consumers want more sound oriented products. Thus, the Samsung televisions

for India have a higher sound capacity than their foreign counterparts.

for the semi-automatic segment of Samsung washing machines, Samsung has

introduced for the first time in India a feature called Super Dry. It is present in three of

Samsungs semi automatic models and dries the clothes better than the rest.

Samsung washing machines have an additional menu that takes care of the local

Indian wardrobes. They also have a memory re-start that takes care of the frequent

power failures in India.

Awards and Achievements:

Samsung young design award 2009 finalist.

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Samsung Techwin - In recognition and appreciation of outstanding achievementin sales during 2007

SAMSUNG RECEIVES 12 CES INNOVATIONS AWARDS FOR 2007

Best of Innovations: YA-BS900 Bluetooth speaker system

Samsung BCS Receives 2006 Product of the Year Award From Communications

Solutions

Samsung has organized young design award for the third time this year aiming to

find out the creativity of young Italian design students focusing on sustainable and

Functional digital household solutions to improve the living quality of the future

civilization.

Manufacturing Value Innovation Gold Award for Productivity, Cost; Speed at

the Visual Display Plant November 2004.

Management Innovation Award December 2004

Samsung Quality Award November 2004 for Colour Television & Colour

Monitor Plants

Samsung Innovation Award November 2004 for Refrigerator Plant.

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Our Vision

Samsung is guided by a singular vision: to lead the digital convergence movement.

We believe that through technology innovation today, we will find the solutions we need

to address the challenges of tomorrow. From technology comes opportunity for

businesses to grow, for citizens in emerging markets to prosper by tapping into the digital

economy, and for people to invent new possibilities.

Its our aim to develop innovative technologies and efficient processes that create new

markets, enrich peoples lives and continue to make Samsung a trusted market leader

Our Mission

Everything we do at Samsung is guided by our mission: to be the best digital-

Company.

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Samsung grew into a global corporation by facing challenges directly. In the years ahead,

our dedicated people will continue to embrace many challenges and come up with

creative ideas to develop products and services that lead in their markets.

Their ingenuity will continue to chart Samsungs course as a profitable, responsible

global corporation.

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PRODUCT PROFILE

SAMSUNG PRODUCTS PROFILE

Home Appliances:-

1.Refrigerator

2. A.C.

3. Washing Machine

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4. Microwave Oven

5. Smart Oven

TV/Audio/Video:-

1.Televison

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2.BlueRay

3. DVD Player

4. Home Theatre

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5. Multimedia Player

Camera/Camcorder:-

1.Digital Camera

2. Digital Camcorder

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http://www.samsung.com/in/consumer/camera-camcorder/digital-camcorder/index.idx?pagetype=typehttp://www.samsung.com/in/consumer/camera-camcorder/digital-camera/index.idx?pagetype=typehttp://www.samsung.com/in/consumer/tv-audio-video/multimedia-player/index.idx?pagetype=typehttp://www.samsung.com/in/consumer/tv-audio-video/home-theatre/index.idx?pagetype=type


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PC/Peripherals/Printers :-

1.Notebook

2.Moniter

3.Optical Disk drive

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4.Laser Printer/Multifunction

Mobile Phones:-

o

Touch Phone

o

Style Phone

o

Multimedia Phone

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SAMSUNG TV in India:-

1. LED (Light Emitting diode)

2. LCD (Liquid Crystal diode)

3 CRT (Cathode Ray tube)

Samsung CTVs

1.LCD TVs:

Available in various series

Categories:

Series 3 (LCD series 3350)

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Series 7(LCD series 7750)

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2.PLASMA TV

Available in various series

Categories:

Series 4(Plasma series 4430)

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Market Share of LCD CTV is 40%

It is the only player manufacturing and selling LED TVs in the country.

Market Share of flat CTV is 27%

Competitors:

There are many competitors of SAMSUNG in India. In different product

category.

In Samsung CTV major competitors are L.G., SONY, VIDEOCON, ONIDA,etc..

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In Samsung A.C.major competitors are L.G.,BLUE STAR,VOLTAS,

CARRIER.etc..

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INTRODUCTION

INTRODUCTION

I have done my project under SAMSUNG INDIA ELECTRONICS PVT. LTD. Under

this Project I have undergone various market research and selling techniques. Project

covers the

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SELLING OF SAMSUNG TV AS WELL STUDY OF CUSTOMER

PERCEPTION OF SAMSUNG BRAND OF TV

In this I did sales and tried to get the perception about customers.

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OBJECTIVE

OBJECTIVE & SCOPE OF THE PROJECT

Objective of Study:-

At Samsung, the company understands the importance of training in dynamic business

environment. We go through both generic and specific, professional programs that help

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us remain well informed and knowledgeable about the companys products in the market.

There is a future focus on the soft skills such as communication, managing long term

relationship and selling skills which are required in industry like Samsung. The following

are the objectives of my project:-

Selling objectives:-

To understand market size, potential no. of consumer and their buying behavior.

To perform promotional activities to increase awareness of the products.

To make list of institutes which regularly buy CTV.

To fix up appointment with client through telecalling.

Demonstration of the product.

Gaining the orders.

To monitor the feedback on products/services

Research Objectives:

To know about customers preferences about CTV

To know the percentage market share of Samsung CTV as well as other brands.

To know about customers source of information about brand & company.

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To know about the customers buying preferences of CTV

To know about the competitors.

To know about customers why they want to switch over to Samsung if they have

others brand CTV

To know whether offers change the buying behavior of customers or not

To know about customers suggestion.

Thus, I could relate the theoretical aspects gained by me at ISCD, Pune and with the

practical knowledge from consumer durable industry.

SCOPE of Study :-

Indian consumer durable market is expected to reach $450 billion by on 2010.This

project gives us great exposure to the consumer durable market because it includes

product knowledge and field survey job in which we visited the hotles in PUNE .It's a

well known fact that no business can exist without customers. Market Research and Face-

to-Face Meeting with customer is very much beneficial to the company. Only an

understanding of the relevant markets can help in analyzing of marketing opportunities.

Market it means buyers around whom the marketing plans are formulated and

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A sale is the pinnacle activity involved in selling products or services in return for money

or other compensation. It is an act of completion of a commercial activity.

The "deal is closed", means the customer has consented to the proposed product or

service by making full or partial payment (as in case of installments) to the seller.

A sale is completed by the seller, the owner of the goods. It starts with consent (or

agreement) to an acquisition or appropriation or request followed by the passing of title

(property or ownership) in the item and the application and due settlement of a price, the

obligation for which arises due to the seller's requirement to pass ownership, being a

price the seller is happy to part with ownership of or any claim upon the item. The

purchaser, though a party to the sale does not execute the sale, only the seller does that.

To be precise the sale completes prior to the payment and gives rise to the obligation of

payment. If the seller completes the first two above stages (consent and passing

ownership) of the sale prior to settlement of the price the sale is still valid and gives rise

to an obligation to pay

SALES TECHNIQUES

The sale can be made through.

Direct sales, involving person to person contact

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o Buying Facilitation Method

Agency-basedo Sales agents (real estate, manufacturing)

o Sales outsourcing through direct branded representation

o Transaction sales

o Consultative sales

o Complex sales

o Consignment

o Telemarketing or telesales

o Retail or consumer

Door-to-door or traveling salesperson

Request for proposal-invitation for suppliers, through a bidding process, to submit

a proposal on a specific product or service. An RFP is usually part of a complex sales

process, also known as enterprise sales.

Business-to-business Business-to-business sales are much more relationship

based owing to the lack of emotional attachment to the products in question.

Industrial/Professional Sales is selling from one business to another

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Electronic

o Web Business-to-business and business-to-consumer

o Electronic Data Interchange(EDI) A set of standard for structuring

information to be electronically exchanged between and within businesses

Indirect, human-mediated but with indirect contact

o Mail-order

Sales Methods:

o Selling technique

o SPIN Selling

o Consultative selling

o Solution selling

o Strategic Selling

o Sales Negotiation

o Reverse Selling

In this project the selling technique I used is PERSONAL SELLING.

Meaning of Personal Selling

Think about the persons who come to you to sell goods and commodities. What do they

do?

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They show certain variety of goods to you, try to explain the features of the products, if

required demonstrate the functioning of the items, inform you about the price concession

available, persuade you to buy the product and also in some cases promises you to bring

certain items of your choice in future. So not only do they inform and explain to you

about the product but also persuade you to buy those items and want you to buy from

them in future also. On the other hand, you also gather more information about the

product, see and handle it personally to judge it better.

The person who sells goods to you in this way is called a salesman and the technique of

selling is known as personal selling or salesmanship. Thus, personal selling refers to

the presentation of goods before the potential buyers and persuading them to purchase it.

It involves face-to-face interaction and physical verification of the goods to be purchased.

The objective is not only just to sell the product to a person but also to make him/her a

permanent customer.

You can also find personal selling in some shops where salesmen are employed by the

shopkeeper to use this technique. For example, you can find such salesmen in jewellery

stores, consumer goods stores, saree houses, etc. In case of some services, we also find

personal selling used in shops.

For example, we find people going to the same barbershop to cut their hair and get a

massage from a specific barber. This shows that in case of personal selling the seller

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usually come to know about the taste and preferences of the customer and thus attracts

him to buy the goods or services.

Personal selling refers to the presentation of goods and services before the customers

and convincing or persuading them to buy the products or services.

After having an idea about personal selling, let us know about some of the essential

elements of personal selling.

PERSONAL SELLING RESPONSIBILITIES

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Determining Customers Needs and Wants

Recommending A Way to Satisfy Them

Follow Up and Servicing the Account

Locating Prospective Customers

Closing the Sale

Demonstrating Capabilities of the Product


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Elements of the Personal Selling Process

Prospecting and Evaluating

Identifying and developing a list of potential clients. In this step I have segmented the

Pune City market on the basis of Hotels. The target customers were Hotel manager

and procurement manager. For this I visited all the areas in Pune city where hotels are

situated.

Pre-approach (Preparing)

Before sales, understand the prospect as much as possible. In this step I did preparation

needed to approach the customer. What are the needs of the customer? The product

features, what questions can be asked by the customers? I worked on all these issues, to

be prepared before meeting the customers

Approaching the Customer

Actual contact the sales professional has with the prospect. Manner in which the sales

person contacts the potential customer. First impression of the sales person is Lasting

and therefore important. Strive to develop a relationship rather than just push the

product. In this step I have approached to the managers of various hotels.

Making the Presentation

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Need to attract and hold the prospects Attention to stimulate interest and stir up Desire

in the product so the potential customer takes the appropriate Action.

Try to get the prospect to touch, hold or try the product. I told product story to the

customer in a way that speaks directly to the identified needs and wants of the customer.

5. Overcoming Objections

Seek out objections and address them. Anticipate and counter them before the prospect

can raise them.

Try to avoid bringing up objections that the prospect would not have raised.

I tried to address the objections and queries of the customers and clarify their questions.

6. Closing

Ask prospect to buy product/products. And try to close it.

7. Following Up

Must follow up sale; determine if the order was delivered on time, installation OK etc.

Also helps determine the prospects future needs.

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STRATEGY

Since it was my entirely new experience in this field, in the first week we made a data

base of big hotels from various sources like internet, yellow pages and some references.

After that I started calling people to take appointment but I could not get any response.

Since this strategy proved failure, then I started visiting the hotels managers randomly

and made around 70 cold calls. Since I was not taking references from the people whom I

was contacting, I was not able to get warm prospects. Even though I did not have any

reference I still managed to convince some hotels managers to purchase C.T.V. for their

hotels rooms. and finally came up with requirement of various hotels. Then our project

guide who is area sales manager of company Mr.Vinay Shetty told that actually for high

involvement (costly) product. Deal takes time because customers compare with others

Brands and negotiate. so we need to take continues follow up.

ACHIEVEMENT

Within 15 days I came up with 5 requirements of hotels which required LCD

CTVs. or LED CTVs. in bulk.

At the last I had come with 6 bulky requirements of CTVs in various hotels. i.e.

our project guide Vinay Shetty is taking follow up.

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MARKET RESEARCH

INTRODUCTION

Market research played a key role in recognizing the opportunities and threats and

continuously monitoring changes in the environment and identifying and researching

different aspects such as demographics, household patterns etc. that have an impact on

the market. Analyzing consumer and business behavior, industries and competitors

strategies, objectives and strength and weaknesses was also an important area to be taken

up. Identifying and profiling distinct buyer groups who might need different

products/mixes, evaluating the potential of each segment and forecasting the product

demand also fell within the domain of market research.

Market research is the collection and analysis of information regarding consumers

(potential customers), competitors (same business type), and the effectiveness of

marketing programs (i.e. direct mail marketing, newsletters, signage, etcetera). Its an act

of action before leaping into a business, and an educated move that determines the

feasibility of a new business. Through market research small businesses and corporations

alike test interest in new services and products, improve customer service and develop

competitive strategies. Both startup businesses and established businesses need to define,

evaluate, and plan a course to pursue their market. The end result of market research is a

business that is more responsive to customers` needs and increase profits.

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Three Essential Areas of Market research are as follows:

a) Consumer

b) Competition

c) Environment

1.Consumer

Information from and about their customers

Feedback on the likes and dislikes of their customers

what services or products did the consumers like best

2. Competition

Help you determine what works and what hasnt worked

Give you ideas for improving

Provide insight into how to increase their market

3Environment

Economic

Social

All of this information shapes the way people do business. Keeping it close on hand

allows them to stay abreast of and respond to particular trends or events that influence

Their small business. Secondary Research Sources are easily obtainable. This is

information thats been collected by someone else just lying around for them to benefit

from such as journals, newspapers, surveys, telephone books and government Publication

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RESEARCH METHODOLOGY

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METHODOLOGY OF THE STUDY

RESEARCH TITLE:-STUDY OF CUSTOMER PERCEPTION ON SAMSUNG

BRAND OF CTV VIS--VIS OTHER BRAND

RESEARCH OBJECTIVE:-

To know about customers preferences about CTV

To know the percentage market share of Samsung CTV as well as other

brands

To know about customers source of information about brand & company

To know about the customers buying preferences of CTV

To know about the competitors

To know about customers why they want to switch over to Samsung if they

have others brand CTV

To know whether offers change the buying behavior of customers or not

To know about customers suggestion.

Keeping in view the objectives of the project, I designed the research plan, which

includes the decision on the data source, research approaches, and researchers

instruments, sampling plan and contact method.

The different resource is used to gather information for conducting this survey. The

various sources are as follow:-

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Primary Data: - In this technique the set of questions are prepared and this questionnaire

is being filled by the respondents.

Secondary Data: - The secondary data is collected from the journals, magazines of

telecom sector and the website of the Easier telecom retail sector.

Sampling Procedure: - Sampling is a process that uses a small number of items or small

portion of a population to draw conclusions regarding the whole population.

Research Approach: Survey

Research instrument: 100 Questionnaire

Form of Questions: Structured Questions & observation (Unstructured)

Sample Area: Pune

RESEARCH AREA

Pune City

Chinchwad

Wakad

Kalewadi

Aundh

Shivaji Nagar

Big Bazaar ,Pimpri

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M.G. Road

Pune Camp

F.C. Road

Nigadi

Dange Chowk

Chapekar Chowk

Sample Universe: All the People who owning TV taken as sample universe.

Sample Frame: All the people from Pune city who owns TV are taken as sample frame.

Sample unit : I have taken the people who are using TV of Samsung or others brand

are the sample unit for this research. .

Sample Size : 100 who owns TV

Sampling Method: Random Sampling Method

Contact Method : Personal Interview

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Flow chart of research process

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DATA ANALYSIS

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DATA ANALYSIS

Total no. of Respondent: 100

1). Do you own a CTV?

Attributes No. of respondent

Yes 100

No 0

INTERPRETATION:-

I asked this question to only those people who are using CTV.

100%customers have colour C.T.V.

2). Which companys CTV do you have at present?

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Attributes No. of RespondentSAMSUNG 17

LG 22SONY 14ONIDA 12

VIDEOCON 15

PHILIPS 8

OTHERS 12

INTERPRETATION:-

According to survey , in Pune, LG is leading in C-TV with 22%

Samsung is 2nd with 17%

Videocon is on 3rd with 15%

4th is Sony with 14%, and 5th is Onida, rest are of others Brand like Sharp,

Bpl, akai etc.

3. Which model do you have?

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Attributes No. of respondentCRT 54

LCD 19PLASMA 26LED 1

INTERPRETATION:-

According to survey, in Pune, most of people have CRT model with

54%,because its a very old model thats why most of the family owns this

model.

PLASMA 26%,

LCD 19%,

Only 1% have LED. Because its a new technology and very costly also.

Thats why people dont prefer it.

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4. From where did you get the information about this product?

Attributes No. of RespondentADVERTISEMENT IN NEWSPAPER 15FRIENDS &RELATIVES 32T.V. CHANNEL 34OTHERS 19

Sources of getting information

INTERPRETATION-

According to survey, in Pune, 34% people gets information about CTV from

T.V. channels.

This shows that television is a strong source of influencing people.

After that 32% people gets influence from friends & relatives. so we can say

word of mouth is also very effective way of marketing..

Rest of people go through advertisement in news paper and others.

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5. Which factors influence you most to buy this brand?

Attributes No. of RespondentPRICE 23FEATURES 25BRAND 42DISCOUNT/OFFERS 10

INTERPRETATION-

Above graph shows that mostly Brand & Features attract people to buy.

Means most of people feel that they buy CTV for long term purpose and for

that they go with Brand and features.

Then 23% people go with price.

Means price has an important role in buying decision.

10% people buy TV when there is any discount/offers.

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6. Which would be the closest competitors to the T.V. you own at present?

Attributes No. of RespondentSAMSUNG 25LG 28SONY 20ONIDA 10VIDEOCON 11OTHERS 6

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INTERPRETATION-

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Above graph clearly represent that LG with 28% is the closet preference of

customer.

Samsung is in 2nd position with 25%.

Sony is in 3rd position with 20% followed by Onida,Videocon, and Others

7. If you do not have SAMSUNG TV at present would you like to switch over to

SAMSUNG? (83)

Attributes No. of Respondent

YES 66NO 17

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INTERPRETATION-

I asked this question to those who dont have CTV. at present.

According to survey 17 people already have samsung T.V.,

so apart from those 66 people would also like to switch over to samsung T.V.

8. If yes what is the reason?

Attributes No. of Respondent

Price :- Value for money 21

Strong recommendations from family &Friends

4

Attractive features 14

Picture clarity 21Others(please specify) 6

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Interpretation:

The above graph represents that 21% of customers will switch over to

Samsung because of price & picture clarity.

This shows that customers would like to switch over to Samsung CTV on the

basis of price & picture clarity.

14% of the people says, they will switch over if they will find the features

attractive.

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Only 4 % of people will switch over to Samsung from the recommendations

of their family & friends & rest of 6% people go with others like , some

people get motivated by themselves etc.

9. If brands other than Samsung make attractive offers will you go for that or stick to

Samsung?

Attributes No. of RespondentYES 57NO 43

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Interpretation:

Above graph shows that only 43% people says they want to stick to Samsung

rather going with offers .

57% people says they will go with the offers.

This means offer affects customers preference to great extent & 43% people

says they will stick to Samsung as Samsung has a Brand name & value.

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CONCLUSION

CONCLUSION

My findings are on the basis of the customer queries, customer satisfaction. This

cannot be taken as the final conclusion every time because the need, want and

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demand of the customer varies with the change in time and change in Company

policies with respect to Competition.

SAMSUNG CTV has good features and has very good performance.

When asked about the attributes of the FEATURES AND BRAND which attract

the customer, the customer said that it is PERFECT.

But according this survey its clear that L.G. is a market leader in C.T.V., because

L.G. has more features according to price as compared to Samsung.

Friends/relatives mostly influence people to buy.

Offers/discounts really divert customer for purchasing.

Durability, picture quality and brand makes Samsung CTV. Good and

competitive.

Learning

Realized how customers create problems when they find problem with the products-

learnt to handle customers.

Stress management.

Human relation/

Management Tools Applied

Segmentation

Decision making - to identify the interested customers.

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OBSERVATION

SWOT ANALYSIS & OBSERVATION

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SWOT ANALYSIS

SWOT Analysis is a best way to view the organizations strategic situations. It helps

to Form a basis for deciding on the extent to which a change in the strategy is

necessary.

Strengths:

One of the leading consumer durable Company.

Global presence with GOOD WILL.

Strong research and development division.

Offers a wide range of products to many countrys people.

Company Good Will

Weaknesses:

Limited number of Marketing people and covered area is large.

Average promotional activities.

Fewer schemes compare to other companies.

Opportunities:

The signs of Indian economy reviving have created a lot of opportunitiesfor the company.

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The industrial production has gone up by 29% and this is expected to

favor the company. One of the well known existing leading consumer durable company.

Threats:

Increased competition from local & foreign companies which have begun to foray

into consumer durable sector will pose a threat to the companys market share and

hence it can declines the Sales & Revenue.

Some newly launched products poor response.

Newly launched products adverse effects.

Observations:

o We know that during the survey in consumer durable industry in pune city and

rural area of pune district LG is leading in Colour television

o Very few people using new technology LED T.V.

o Study shows that picture quality and features is most important parameter for

more sale of colour television and then price is considered by consumers. SAMSUNG

product is costly as compare to LG and VIDEOCON and ONIDA.

o Maximum customer purchases others brand except Sony and Samsung because

of their low price products.

o LG , Sony and Videocon are the main competitor of SAMSUNG.

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o The perception of consumers varies as per their Lifestyle and Income, etc.

o The perception which customers as well as the consumers bear in regards to the

TV product is based on three parameters Brand and Price and features.

o Offers/discounts really divert customer for purchasing.

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LIMITATIONS

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LIMITATIONS

Although I tried my best in preparation of this project, but this study has some limitation:

As a Trainee

The period of the project was not sufficient to study all the factors in deep.

Hesitant to visit alone.

Visiting various places for the study consumed a lot of time

We cannot say that what the consumer have revealed will be right for each and

every situation because their perception is influenced by many factors

Awkward behavior of some customers affects my performance adversely.

It is hectic and costly.

Finding the accurate location of hotels in big cities is very difficult.

Getting accurate responses from managers sometime is not possible sometime

they want to cover their identity.

Authenticity of the data will depend upon experience of the customers.

Any past conflicts with the hotels of the company will affect the respondents

opinion.

Time being a constraint some aspects was over run.

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RECOMMENDATIONS

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RECOMMENDATIONS

The upper middle class segment that LCD T.V.S are sold are a little price

sensitive especially when the brand value are same.

If SAMSUNG reduces their product price like LG and VIDEOCON then

SAMSUNG will take over LG in C.T. V.

Company should introduce low cost products to satisfy the needs of low or

middle class customer.

LED T.V. is a new eco friendly technology but everybody cant purchase

it because of it is high cost. So company should encourage customer to buy LED

TV. through advertisement.

SAMSUNG should try to tap the rural market .

People generally buy Samsung tv because of its brand name & picture

clarity. They should focus more on these parameters.

Should conduct research regularly: -.the Company should organize

structured research frequently as possible that could help it to understand

marketing environment more effectively

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BIBLIOGRAPHY&REFERENCE

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BIBLIOGRAPHY AND REFERENCE

Bibliography includes references, books, magazines, web sites and newspapers that

are used during any research. I used following bibliography during my research

project.

Yellow pages of telephone directory

Text book of marketing management

Search Engines on Web:-

www.yahoo.com

www.google.com

Other Web Links:-

www.samsung.com

www.samsung.co.in

Books:-

Principle of Marketing by Phlip Kotlar

Research Methodology by M.V. Kulkarni .

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http://www.yahoo.com/http://www.google.com/http://www.samsung.com/http://www.samsung.com/http://www.yahoo.com/http://www.google.com/http://www.samsung.com/http://www.samsung.com/


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ANNXURE

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ANNXURE

Sample questionnaire

NAME:-.

AGE:-

LOCATION:-..

PHONE NO:-..

Questionnaire

Q1.) Do you own a TV?

a) Yes b) No

Q2.) Which companys TV do you have at present?

a) Samsung b) LG

c) SONY d) Onida

e) Videocon f) ----------

Q3.) Which model do you have?

a) CRT b) Plasma

c) LCD d) LED

Q4.) From where did you get the information about this product?

a) Advertisement in newspaper b) Friends & Relatives

c) T.V channel d) OthersQ5.) Which factors influence you most to buy this brand?

a) Price b) Features

c) Brand d) Discount/Offers

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Q6.) Which would be the closest competitors according to you?

a) Samsung b) L.G.

c) SONY d) Onida

e) Videocon F) Others

Q7.) If you do not have SAMSUNG TV at present would you like to switch over to

SAMSUNG?

a) Yes b) No

If yes what is the reason?

1) Price :- Value for money

2) Strong recommendations from family & friends

3) Attractive features

4) Picture clarity

5) Others (please specify)

Q8.) If brands other than Samsung make attractive offers will you go for that or stick to

Samsung?

a) Yes b) No

Q9.) If you own a Samsung TV can we have your feedback?

Ans: --------------------------------------------------------------------------------

DATE:-

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Documents

31 Ankit Report of Samsung