77996938 Project Report on Sony in 2007

7/29/2019 77996938 Project Report on Sony in 2007

1/87


2/87

Sony Center(Exclusive Show Room)

Swaroop Nagar, Kanpur

Training Certificate

Name of Student

Institute

Branch/year

Start date of training

End date of Training

Project Title

Neeraj Kadia

Dealer

(Sony Center, Kanpur)

Manish Kumar

International Institute of management &

Entrepreneurship

MBA-marketing/2010-2012

September20th

, 2011

October31th

, 2011

Buying behavior /need Analysis &Generation of

Prospective customer List for Sony P roduct

Date:-31/10/2011

2


3/87

A cknowledgement

I would like to thankIkya Human capital solution Pvt. Ltd. for givingg me this

opportunity. I would like to thankMR. V.K. Shukla (Mentor of IIME) for taking interest

in my project amidst his busy schedule.

I extend my heartful thanks to for the constant and valuable guidance by him though out

my course.

I express my deep gratitude towards Mr.Vivek Chhugani (Area Sales Manager),

Kanpur, for giving me permission to do the project in their organization and their

valuable guidance at the company durin g the execution my project work at Sony Ex

clusive, Kanpur.

I would like to take the pleasure of this opportunity to express my heartful gratitude to

my guide Mandakini Maam (Faculty Member, IIME) who took personal interest and

gave valuable suggestion thro ugh out my field work and completion of the project.

I thanks all my faculty member of MBA department tor their valuable suggestion

throughout my course.

The importance of the moral support and good wishes of my parents and friends is

external and I am very much i ndebted to them.

Finally, I thank all my friends who directly or indirectly helped me a lot d uring

my project

MANISH KUMAR

International Institute of Management and Entrepreneurship

3


4/87

Declaration

I Manish Kumar here by declare that project Entitled A Project

report on Consumer buying behavior of Sony Product in

Kanpur is the outcom e of my research work. No part of this

research has been su bmitted earlier to any institution orUniversity for the a ward of any other Degree/Diploma. The

sources of material, d ata used in this study have been

acknowledged.

Date: - 31/10/2011 (Researcher)

Place: -Kanpur Manish Kumar

4


5/87

Exe cutive Summary

One of the most recognized brand names in the world today,

Sony Corporation, Jap an, established its operations in India in

November 1994, focusing on the sales and marketing of Sony

products in the country. In a span of 12 years Sony India has

exemplified the quest for excellence in the world of digital

lifestyle becoming the countrys foremost consumer electronics

brand. With relentless commitment to quality, consistent

dedication to customer satisfaction and unparalleled standards of

service, Sony India is recognized as a benchmark for new age

technology, superior q uality, digital concepts and perssonalized

service that has ensur ed loyal customers and nationwide

acclaim in the industry.

In India, Sony has its footprint across all major towns and cities

through a distribution network comprising of over 7000 channelpartners, 215 Sony World and Sony Exclusive outlets and 21

direct branch locations. Manned by customer friendly and

informed sales persons, Sonys exclusive stores Sony World

are fast becoming the most visible face of the company in India.

5


6/87

Table of contents

Detailed Page

S.No. Study No.

1 Introduction

Objective of Study 9Limitation ofStudy 10

2 Research MethodologyMarketingR esearch 12

R esearch Methodology 14R esearch Design &Sampling 15-20

Data collection 22-24

Company3 Overview

B ackground of Company 28

C ompany Profile 30

Product range 33-40

C omparison of Sony & LG 42

C omparison of Sony & Samsung 44

S WOT Analysis 45-47

4 Marketing S trategies

Marketing Strategies 49

C ompetitors 51-56

Milestone of Sony Product 57-59

5 Position of S ony in electronic Market 61-62

Data

63-786 Interpretati ons

7 Conclusion 79

8 Bibliography 81

9 Questionnaire 83-87

6


7/87

Introduction

7


8/87

Introduction

The essay inte nds to discuss why it is necessary to

understand competitors and how understanding of competitors

can help successful planning of marketing activities. The essay

intends to deter mine the importance of strategic marketing

planning a nd its need of understanding a companys rival.

Through the essay a better understanding of strategic marketing

planning, a nd the need to know competitors will be made.

8


9/87

Ob jective of Study

The objective of the summer Training is to ensure that I as a

management student d evelop in real life for handling the specific

project and also to develop all roundness in various management

activitie s related to the area of my speci alization. This training

gives me a substantial corporate exposurre and also serves asuseful tool of interaction with the corporate sector.

The project has been derived from the field of Marketing and is

entailed as Buying Behavior/Need Analysis & Generation of

prospective Customer List for Sony Products in Kanpur, Uttar

Pradesh

The main idea behind this project is:

To study the buying pattern of people towards co

nsumer goods.

To determine the major factors influencing the buyingdecision process of the target group.

To set out some basic marketing implications for the

marketers to cater to different needs of the targets group.

9


10/87

4.To have some insights on the relationship

betweenmarketing stimuli and youth responses.

5. To serve as guideline for further research in this area.

LIMITATONS OF THE STUDY

1) Time constraint serves as the main limitation for the study.

As the project study is vast nature and customer has l ess time

to give answer.

2)Language barrier is also a big limitation for custom er

as well as interviewer.

3)Study is area specific

10


11/87

R esearch

Methodology

11


12/87

Marketing Research:-

Marketing research is the function thats links the consumer,

customer and public to the marketer through information, that

information use to identify & define marketing opportunities and

problem, generate and evaluate marketing action and monitors

marketing programme and improve understanding marketing

process

-American Marketing A ssociation

Importance Marketing Research:-

To Make Marketing DecisionsSurvive the Competition

Helps to Decide Target Markets

Maximize Profit sIncreasing the Sales

12


13/87

Consumer behavior: -

Consumer behavior is the process whereby individuals decidewhether what, when, where, how and from whom to p urchase

goods on services.

- Walter and Paul

Importance of Consumer Behavior:-

To design the optimal product or service for customers.

To determine where the product or Service shoulld beavailable that would easy for the customers to buy.

To determine what price will the customers give up

purchasing produ ct or service?

To determine which method of Promotion would be most

effective for getting the customers to buy a prod uct.

It helps in changing the behavior of the consumers.

To improve perf ormance of the organization.To achieve the organizational objectives.

13


14/87

Research Metho dology:-

It is the procedure use in making systematic observation and

obtaining data, evidence on information as a part of re search

process.

Sample Size:-

Sample size is the nu mber of observations used for calculating

estimates of a given population.

For example, if we in terviewed 30 random students a t a given

high school to see if t hey liked a certain music artist, "30

students" would be our sample size.

14


15/87

Research design:-

A research design is a systematic objective and scientific plan

developed for directing a research study. It constitutess the

overview for data collection measurement and analysis of data.

Need of research design

Ensuring research progress in right direction

Minimizing time and cost of research

Encouraging coordination and effective organization

Minimizing bias and maximizing the reliability o f the

data collected and ana lysed.

Formal research design

Completely ran domized design:-

It involves only two principal:

The principal of replic ation and randomization. When

experimental areas homogenous for study, CR design is used inthis condition.

15


16/87

Randomized block design:-

It is an improvisation to CR design. Along with other twoprincipal, local control can be applied in RB design.

Latin Square design:-

For agriculture related researches, LS design is used. The

treatments in an LS design are also allocated among the plot

that no treatment occurs more than once in any row or

column.

Factorial design:-

When more factors are showing more than one effectss,

factorial design is used for suc h studies.

16


17/87

Type of Sampling

1.Pure research

It is done only for sake of knowledge. Intenension is not to

apply it in regular practice. Pure research is also called basic or

fundamental research. New theory or refinements of an existingtheory are developed with the help of pure research .It lays

foundation for applied research. It helps in finding critical

factors in a problem.

2.Applied Research

When real life proble m require some solution and decision

making applied research is carried on. Means applied research is

problem oriented and action directed. It brings immediate and

practice research exa mple marketing research carried on for

identifying chase customer habits to purchase so.

17


18/87

3.Exploratory Res earch

When researcher has no knowledge or little knowledge about

unfamiliar problem .r esearcher makes the preliminary study.

The objective of this research is to generate new ideas gathering

new facts precise form ulation of problem.

At the fir st level is the discovery of signifficant

variable in particular situation; at the second, the discovery of

relationship between variable.-Kartz

4. Descriptive Research

This research is simple in nature and in its application. It is more

specific exploratory r esearch. It focuses on problem under study

and also aims at a clas sification of the range of elements

comprising the subject matter of study. It highlights m ethod of

data collection and interpretation.

4.Diagnostic Resea rch

It aimed towards in de pth approach to reach the basic casual

relation of a problem and possible solution for it. Probblem

formulation, defining the population correctly for stud ypurposes, proper meth ods for collecting accurate

information ,correct measurement of variable , statistical and

test of significance are essential in diagnostic research.

18


19/87

5.Experimental Research

To have the understanding of the effects of particular variable ina process by keeping other variable constant or controlled

experimental research is used. It developed the relationship

among variable i.e. ho w they are related to each other.

6. Analytical Study

Quantitative data is an alysis with the help of mathem aticalmodels or statistical te chnique applicable to numeric data. In

other words Analytical study is also called as statistical method.

7. Historical research

When finding have to be made with the help of old existingsource like document al and other information sources to

understand events an ides of the past ,historical research is

very useful.

19


20/87

Sample design:-

A procedure or plan drawn up before any data is collected to

obtain a sample from a given population. Also known as

sampling plan, sample design.

Non Prob ability Sampling Methods

Convenience Sampling:-

Where the researcher questions anyone who is availab le.

This method is quick and cheap. However we do not knowhow representative the sam ple is and how reliable the result.

Quota Sampling: -

Using this method th e sample audience is made up off

potential purchasers of your pr oduct.

20


21/87

For example if you feel that your typical customers will be male

between 18-23, female between 26-30, then some of the

respondents you inter view should be made up of this group, i.e.

a quota is given.

The judgment sample: -

A judgment sample is obtained according to the discretion of

someone who is familiar with the relevant characteristics of the

population.

21


22/87

Data Collection

The project consisted of analysis of performance of the several

consumer durable brands. In this particular project fu

ndamental research was also carried out which attempted to

explore knowledge through methods like personal interaction

with the customers.

Data Collection Met hods

Primary dataSecondary data

PRIMARY DATA:-

Primary data is data th at has not been previously published, i.e.

the data is derived from a new or original research study and

collected at the source , e.g., in marketing, it is information that

is obtained directly fr om first-hand sources by means of

surveys, observation or experi mentation

The information provided by the customer & staff

members.

Through the personal interaction with the help

off questionnaire.

22


23/87

Advantage primary data:

It is the original type of data.

It is possible to capture the changes occurring in the course

of time.

It is flexible to the advantage of researcher the sa medata can be utilized b y researcher for multiple

dimension scientifically

Extensive resear ch study is based on primary data

Method of collecti ng primary data

Interviewing

Observation

Experimental

Mail survey

Projective techniqueSimulation

23


24/87

SECONDARY DATA

"Secondary data are t hose already in existence for so me

other purpose than the answ ering of the question in hand."

- M.M. Blair Websites

of consumeer durable brands. Like Sony, Sa msung, LGetc.

Advantage of seco ndary data

Secondary data is easily accessible and does not cost much

to researcher depending on its availability.

Long historical period can be analyzed by researcher with

less cost, which is an added advantage of using secondary

data

The secondary d ata use ensures that availability of data

for making scientific generalization from the studies.

Environmental and culture setting are required foor

the study.

24


25/87

Coompany

Overview

25


26/87

Company Overview

Company:

Managing

Director:

Date of

Establishment:

Location:

Staff Strength:

Share Capital:

Share

Holding:

BranchOffices:

Sony India Pvt. Ltd.

Mr. Masaru Tamagawa

November 17, 1994

A-31, Mohan Cooperative Industrial

Estate, Mathura Road, New Delhi -

110044, India.

728

Rs. 550 million

100% subsidiary of Sony C orporation,

Japan

Delhi, Haryana, Mumbai, Bangalore,Chennai, Kolkata, Hyderabad,Vijayawada, Jaipur, Chandigarh,Lucknow, Pune, Ahmadabad, Indore,

Cochin, Coimbatore, Ghaziabad,

Guwahati, Mangalore and Ranchi

26


27/87

Mar keting, Sales and After-Sales Service of

electronic products & software exports

BusinessProducts: Televisions, Hi-fi Audios, Home

Theater systems and DVD players, Personal

Activities:

Audio (CD/Cassette

Radio

Players

and

Wal kman), Audio Video Accessories, Car

Audio and Visual Systems, Notebooks, Gaming

Cons oles, Camcorders and Digital Still

Cameras, Digital Imaging Accessoryy (Batteries,

Chargers, Microphone, Photo Printers), Mobile

Phon es, Recording Media and Energy Devices,

Broadcast and Professional products.

27


28/87

Background of the company

Sony Corporation is a Japanese electronics ma nufacturer,

with headquarters in Tokyo. Sony designs, manufactures, and

sells electronic equip ment. It is a leader in the development of

consumer electronics goods, such as videocassettee recorders,

cellular and cordless telephones, compact disc equipment, and

television systems. Sony also manufactures computers and

related devices (2003). Sony actively encourages inn ovation by

its employees. Design engineers are given budgets and time for

innovation and experimentation. The company holdss an annual

contest in which engineers show off their prototypees; bonuses

are awarded to those whose prototypes are selected for eventual

manufacture and marketing. Sony continually makes and offers

new products, most of which are tested in the Japanese market.

Sony has been particularly successful in the United States

market; however, it is outsold in Japan and elsewhere byMatsushita, another Ja panese electronics giant (2003).

28


29/87

Overview

One of the most recognized brand names in the world today,

Sony Corporation, Jap an, established its India operations in

November 1994, focusing on the sales and marketing of Sony

products in the country. In a span of 15 years Sony India has

exemplified the quest for excellence in the world of digitallifestyle becoming the countrys foremost consumer electronics

brand. With relentless commitment to quality, consistent

dedication to customer satisfaction and unparalleled standards of

service, Sony India is recognized as a benchmark for new age

technology, superior q uality, digital concepts and perssonalized

service that has ensur ed loyal customers and nationwide

acclaim in the industry.

With brands names such as BRAVIA, BRAVIA Theatre, Cyber-

shot Handy cam, VAIO, Walkman, Xplod, Memory

Stick PlayStation Sony has established it self as a value

leader across its various product categories of Audio/ Visual

Entertainment products, Information and CommunicationsRecording Media, Business and Professional products.

In India, Sony has its footprint across all major towns and cities

through a distribution network comprising of over 5000 dealers

29


30/87

and distributors, 240 e xclusive Sony outlets and 19 direct

branch locations. Manned by customer friendly and informed

sales persons, Sonys exclusive stores Sony Center are fast

becoming the most visible face of the company in India.

Sony India also has a strong service presence across the country

with 20 company own ed and 190 authorized service centers

and 16 exclusive demonstration centers. A distinctive feature of

Sonys service is its highly motivated and well-trained staff that

provides the kind of attentive and sensitive service th at is raretoday.

30


31/87

C ompany Profile

In a burnt-out departm ent store in Tokyo in 1946, just afterWorld War II, Masaru Ibuka and Akio Morita , runni ng a

company then know as Tokyo Tsushin Kogyo (Tokyo Tele

communications Engineering), attempted to produce a simple

electric rice cooker. It did not work too well, but it kiccked-

off their desire to produce products for everyday life.

In 1958, the company name was changed to Sony Corrporation

and since then, Sony has become one of the most reco gnized

brand names in the hi story of the modern world. From the

outset, Ibuka and Morita strove to develop exciting products to

fulfill people dreams. From its first transistor radio in 1955, to

the Trinitron, Walkma n, Beta cam , Handy cam, the C ompact

Disc and the floppy disc .Sony has continually made things

better, smaller and mo re innovative than ever thought possible.

Sony Corporation now spans a range of indu stries inc luding

audio visual electronics, information tec hnology, broadcast,

telecommunications, entertainment, satellite broad casting and

even insur ance and finance.

Throughout the world today, Sony stands for innovation, state

of the art techn ology and superior quality. Leading into its

next fifty years, Sonys vision is to offer people exciting new

produc ts and new lifestyles and rem ains

31


32/87

committed to the challenge of creating and realizing these

dreams

Sony in India

Sony is not new to In dia. Whether it was the television, or the

walkman, a Sony alw ays remained a must in the wish list of anyIndian, returning home from abroad This love for the brand

culminated in a new relationship when inspired by a reform

friendly Indian business environment, Sony Corporation decided

to set up a 100% subsidiary called Sony India on16th January

1995

COMPANY MI SSION

Sony India focused towards making a difference in the lifestyles

in the Indian market and open up new vistas of entert ainment in

the country. Sony India remains committed towards offering

new age technology and digital concepts while worki ng hand in

hand with the Indian industry to produce and sell exceellence.

Their consistent com mitment towards service has brought the

company quite closer to the Indian customer.

32


33/87

Product rangeof Sony

33


34/87

Product range of Sony

BR AVIA LCD TV 46NX720 Series BRAVIA

Full HD 3D TV

Dynamic Edge LED

Optic Contrast and C ORNING's Gorilla Glass Panel

Wi-Fi Integrated Monolithic Design

Full HD 3D features a built-in 3D Transmitter

X-Reality picture engine

C yber-shot Digital Cam era

16.2 Mega Pixel T Series 5x Optical Zoom Ultra-Slim Cyber-shot (Black )

16.2MP Exmore R CMOS Sensor

Ultra Sleek & Compact Body (Only 12.2mm thin)

5x Optical Zoom & 10x Clear Image Zoom

Superior Auto for Hig h Quality Images

7 Picture Effect Mode s

AVCHD Full HD movie recording

34


35/87

VAIO Notebooks

VAIO E-Series

Intel CoreTM

i5-2430 Processor 2.40 GHz with Turbo Boo st up to

3.00 GHzGenuine Window 7Home Premium 64-bit

15.5 wide TFT co lor display (LED backlight)

Sony Tablet

AndroidTM

3.2

Easy to carry and eas y to watch with 9.4 Trublack Touch Screen Display

Swift and smooth touch experience with quick view and quick touch

35


36/87

HDR-PJ50E

Handy cam Camcorder

Exmor R CMOS Se nsor 29.8 mm wide angle S ony G Lens

Built-in Projector 220GB HDD

Optical Steady Shot w ith Active Mode

7.1M still picture

Walkman MP3 Players

16 GB capacitySuperior sound quality

Superior visual quality

36


37/87

Blu-ray Disc Players

Digital SLR / SLT Cameras

10fps continuous sho oting with auto focus

Quick AF Full HD Movies Recording

16.2 MP Exmor CMO S Sensor

37


38/87

PlayStation3

Console dimensions 290 x 65 x 290 mm

(approx.) (W/H/D)Console mass (approx.) 3.2 kg

CPU Cell Broadband Engine

GPU RSX

Sound Dolby Digital Plus / Dolby Digital 5.1ch /DTS 5.1ch /

LPCM 7.1ch / AAC / etc

256MB XDR Main RAM / 256MB GDDRR3 VRAMMemory

Wireless Controller YES

(Bluetooth)

BD/DVD/CD Driver BD 2x (BD-ROM) / DVD 8x (DVD-ROM ) / CD 24x(Read Only) (CD-ROM)

PlayStation2 No

Compatibility

38


39/87

H ome Theatre Systems

Headphones

Hi-Fi System

39


40/87

Vo ice Recorders

St orage & Recording Med ia

Business & Professional

40


41/87

Comparison of

Sony and LG

41


42/87

Sony(BX320) LG(LK311)

Bravia Engine 2011XD Engine

HD Ready HD Ready

Digital Noise Reduction Noise Reduction

2 HDMI 2 HDMI

Sony(CX320) LG(LK332)

Bravia Engine 2011XD Engine

HD Ready HD Ready


2 HDMI 3 HDMI

FM Radio

Light Sensor

USB USB

42


43/87

COMPARISI ON

OF SONY AN D

SAMSUNG

43


44/87

Sony(CX320) Samsung(D450)

Bravia Engine Dnle

HD Ready HD ReadyDigital Noise Reduction Noise Reduction

2 HDMI 1,2 HDMIFM Radio 10w+10w

Light SensorUSB JPEG Format

Sony(NX520) Samsung(D550)

Bravia Engine Hype-real Engine

Full HD Full HD


2 HDMI 4 HDMIFM Radio 10w+10w

Light Sensor

USB(Maximum Form at) JPEG Format

44


45/87

S WOT

Analysis o f

Sony

45


46/87

SWOT An alysis of Sony Product

Strength

Sony has build up a good brand image & customer loyalty

by his service & quality.

Same price in all over in India is also a great attraction for

customer.

Service wise So ny is the best among all his

competitors, shops ambience, environment and

location is very convenient.

To provide be tter service Sony conducts the Service

camp & Training and keep its em ployee update

46


47/87

Weaknesses

High cost manufacturing base leading to lower m argins

.

Legal proceeding s likely to hamper corporate image.

Opportunities

Sony is leading b rand in consumer durable marketbecause of its better service and quality.

It has a professionalism, good service attitude and

knowledgeable staff and employee.

Because of keen foresightedness of future deman d and

customer perception, Sony can beat all the competitors.

Threats

Unfavorable foreign exchange rates likely to imp

act margins

Impact of the global economic slowdown

47


48/87

M arketing

Strategies

48


49/87

Marketing strategies

Management of a firm needs strategy, to make sure that

everything goes we ll in the company, throug h the use of

strategic managem ent everything done in the company is well

organized and no detail is being left out. The company needsstrategic management to make sure that the company is doing

well internally. The term strategic management originates from

the Greek lang uage, where the word means the art of a general.

The person w ho makes strategies is the strate gist who is the

leader of an army (1991).

Strategic manage ment decisions have multifunctional andmulti-business consequences, this kind of decision require broad

consideration of the firm's external and internal en vironments,

and it may affect the firms chance of prosperity. It is important

to know what strategy is about, what can it do help th e company

prosper, what will happen if not used properly, what are the

advantages and disadvantages of having a strategy. Strategy is a

plan that assimilates the companys major target; policies and

rules; decisions and s equences of action into organize d whole.

It can apply at all level s of organization and pertain to any of

the functional areas of ma nagement (2000). Strategy is pllagued

by a stigma of unsystematic reasoning (1988).

49


50/87

It is incomplete search for strategic alternatives, and bounded

rationality (1960) influenced this perception. Strategy is a

combination of the companys objectives, policies and decisionsto be done in unison or contingent upon each other. Marketing

strategy thus refers to how a companys products or services its

trade is presented to consumers in an effective manner as to gain

loyal costumers. Strategy can be used in different ways, one of

which is through marketing. Using strategy in marketing makes it

more convincing and effective. Strategy makes sur e that nothing

wrong happens in the marketing process in the company.

Marketing strate gy is a way to capture a niche in the consumer

market. Businesses utilize it to gain following and exploit their

maximum and/or optimal profit capabilities. Strategic marketing is

the way co mpany sells the product it has wit h less difficulty and

more readi ness to face competitors. Strategic marketing makes

sure that the company uses all of its resources to counter its

competitors. Strategic marketing planning is a procedure wherein

the strateggies used to sell product is carefully studied andanalyzed so that the company can compete well and have

advantage with rivals.

50


51/87

COMPETITORS

All firms have strate gic windows and some of these windows

open out on to markets that are shared with other firms. Where

windows share views over the same market, competiition exists.

It is important to understand how different firms view the same

market since their perceived and actual windows of opportunity

will not all be the same. The nature of competition and the

factors which influence it are explored along with how firmsidentify competitors and how they use product possitioning to

obtain a competitive advantage. Attention is paid to how firms

define their marketing strategies and analyze the competitive

positions of rivals ( 2000).Consideration is given to the various

sources of informatio n available to firms that enable them to

gauge competitors strengths and weaknesses. Success in the

market place depends not only on an ability to identify customerwants and needs but also upon an ability to be able to satisfy

those wants and nee ds better than competitors are able to do.

This implies that organizations need to look for ways of

achieving a differential advantage in the eyes of th e customer.

The differential advan tage is often achieved through the product

or service itself but so metimes it may be achieved through other

elements of the marketing mix (2000).

An important thing the company should be wary of is to

understand competitors. Gaining knowledge against competitors

helps in creating meas ures to gain advantage against

51


52/87

competitors. To know and have an in depth knowled ge of the

competitors the company can use different kinds of strategy

such as porters generic strategy. Determining and having added

knowledge about the competitors help in planning marketingactivities through distinguishing and forecasting what activities

rivals may use and wh at strategy they might implement. Having

added knowledge crea tes a way for the company to prepare for

anything competitors might do and it helps in planning

marketing activities th at focus on having contingency measures

against competitors.

Sony although already a well known and successful

company still uses strategic marketing planning thatt keeps the

company alive in its industry. This strategic marketi ng planning

keeps Sony alive against its competitors. Sony shouldd still

know and acquire all information they can with reggards their

competitors. The competitors activities, background and actions

should be known by the company so that in planning marketing

activities they know which things will be done by the

competitors, what kind of actions the competitors will do in

certain situations, and what future things the competitors might

do. Sony should not be complacent with the things they know

about the competitors. They should strive to find out things

about the competitor s that cannot be visibly noticed. Through

the use of certain st rategies like porters generic strategy the

company might be able to know more about competitors andthrough such information they can plan strategies to conquer this

competitors.

52


53/87

COMPETITOR S PROFILE

Samsung

The Korean company Samsung has grown to become one the

worlds leading electronic-companies, specia lizing in digital appliances and med ia,

semiconductors , memory and system integraation. TodaySamsungs innovative & top quality products & processes are

world re cognized.

The digital age has brought revolutionary changeand

opportunityto globa l business, and Samsung has re

sponded with advanced technology, competitive products, and

constant innovation.

Samsung, see every c hallenge as an opportunity and b elieve

that it is perfectly positioned as one of the world's recognized

leaders in the digital technology industry .Its commitment to

being the world's best has won the No.1 global market share for13 products, including semiconductors, TFT-LCDs, m onitors

and CDMA mobile ph ones. Looking forward, and making

historic advances in re search and development of its o verall

semiconductor line, in cluding flash memory and non-memory,

custom semi conducto rs, DRAM and SRAM, as well

53


54/87

as producing best-in-class LCDs, mobile phones, digital

appliances, and more.

54


55/87

LG

The history of LG Electronics has always been surrounded by

the company's desire to create a happier, better life.

LG Electronics was e stablished in 1958 and has since led

the way into the advanced digital era thanks to the

technological expertise acquired by manufacturing manyhome appliances such as radios and TVs.

LG Electronics has unveiled many new products, applied new

technologies in the form of mobile devices and digital TVs in

the 21st century and continues to reinforce its status as a global.

LCD TV

Plasma TV

Ultra Slim TV

Flat TV.

55


56/87

H ome theatre

MO BILE PHONE

56


57/87

Milestone of

Sony

57


58/87

Milesto ne of Sony Product

1950- Japans first magnetic tape recorder, the G-type

launc hed

1955- Japans first magnetic transistor radio, the TR-

55lau nched

1960- World first TransistorTVT8-301launched

1971- 3/4 in ch umatic color cassette player the VP-

1100

1982- Worlds first CD player, the CDP-101 launched

1990- Hi definition Ready, 16:9wide aspect ratio, 36

television

2000- Sony playstation2 with 128-bit Emotion Engine

2001- Info-stick Bluetooth module, developed

2002- Pcg- u1this was worlds smallest and lights pc

running Microsoft Windows XP

2003- First Qualia product launched

2003- First Blue-ray Disc product launchedd

2004- First-generation liquid crystal display

58


59/87

2005- Launch ed BRAVIA series of wide screeen LCD

TVs feature live color creation

2006- HDR- UX1 world first HD cam recordeer

2006- Play station 3

59


60/87

Position of

Sony in

Electronic

M arket

60


61/87

Share Market Po sition Sony in Electronic Goods

Sony, 27%Others, 9%

Onida, 4%Penasonic, 7%

Videocon, 9%

LG, 21%

Samsung, 23%

61


62/87

USPS OF THREE MAJOR BRANNDS

Name of

Company SONY LG Samsung

Location Wisse Good Good Good

Service Attit ude Excellent Average Poor

Pricing Wise Best Poor GoodProfessionalism Excellent Good Average

Quality Wise Excellent Good Excelllent

Product availability Best Best Best

Information Support Best Average Poor

Knowledge o f a Staff Best Average Good

Staff Availab ility Good Good Good

62


63/87

Data

Inte rpretatio n

63


64/87

Gender wise classification of respoondents

Gender

Female40%

Male60%

64


65/87

Size of Family

Size of Family

above 7 Less37% 20%

5 to 718%

3 to 555%

65


66/87

Classificationof age wise a awa

renessof Technology

Age wis e awareness of Technology

51-6061& above

5%21-3 0

16%37%

41-50 21%

31-40

21%

66


67/87

Classiification of respondents of

Qualification

% of respondant's Qualification

10& Below2%

10+2 Graduate

8% 25%

Post Graduate65%

67


68/87

Classification of respondents on the

basis of occupation

% of respondent's on the basisof occupation

AgricultureLabour

Business6%10% 30%

Private Job26% Govt.Job

28%

68


69/87

Classification of respondents on the

basis of income level

% of respo ndent's on the basis of income

50,000& aboveBelow 15,000

7%20% 15,000-20,000

18%

30,000-50,000 20,000-30,00025% 30%

69


70/87

Number of respondents actual userof product

or not

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%Yes No

70


71/87

Number of respondents who use different of

product of Sony

% of different use of Sony ProductHandicam LCD/LED

13% 21%

PS2/PS38%

Laptop18%

Home Theater13%

Dvd Player Camera8% 19%

71


72/87

M ode of Payment

Mode of Payment

Ma ter Card15%

Credit1%

Cheque5%

C ash79%

72


73/87

Classification o f number of customer

making satisfied

% of making of customer Satisfied

Q uality Customer Service Brand

5%

45%

50%

73


74/87

Number of c hoice change due to

increase quality

% of respondent'sChange choise dueto Decrease price

Yes35%

No65%

74


75/87

Number of choice change due to reduction

Price

% of respondent'sChange choise due

to Decrease price

Yes35%

No65%

75


76/87

Classification according to influence

sales person choice

% of inf luence sales person choice

No

26%

Yes

74 %

76


77/87

Classification number of respondents

comparison with other brand

% of customer who compared with

other brand

Yes

74%

77

No26%


78/87

Classification of compared with other brand

Compression

Oni da Other

LG30%

10 % 3%

Videocon10%

Panasonic22%

Samsung25%

78


79/87

CONCLUSIO N

79


80/87

CONCLUSION

According to research of 30 days in Sony India ltd, itreveals that Sony is real as well as a great leader in

electronic and consumer durable.Sony is masters in Bravia LCD TV; Cyber shot

camera, and vaio notebooks. Sony has credibility in these

products.

Sony as a brand is so popular in rich class peoplee;

they think it is nothin g but a status symbol.

Sony is facing tough competition with Samsung &

LG because of reasonable price &quality.

But when considered service attitude, one pricin g policy,

promotion policy , quality of a product, professional

appearance & knowledge of staff regarding product feature

sand function, So ny is far ahead from Samsung & LG.

Sony plays a vital role in consumer durable mark et.

80


81/87

Bibliograph y

81


82/87

Bibliography

The informati on provided by the customer.

Through the personal interaction with the help of

questionnaire.

Websites of co nsumer durable brands. Like So

ny,Samsung, LG etc.

www.go ogle.com www.scrib.com

www.son y.co.in

www.sa msung.com

www.wi kipedia.com/sony

82


83/87

QUESTIONNAIRE

83


84/87

ame:. Address:.

Profession

Age:

Contact No:.. Zip Code .

Q1: Who purchase Sony Product?

a)Male

b)Female

Q2: How many memb ers in Family?

a)3

b)3to5

c)5to7

d)Above 7

Q3: Technical Aware ness.

a)Yes

b)No

84


85/87

Q4: Income of custom er/mo nth

a)50,000

Q5: Are you actual user of Sony Product?

a)Yes

b)No

Q6: which Sony Product first time you use?

a)LCD/LED

b)Home Theater

c)Camera

d)Handicam

e)Laptop

f)DVD Player

g)PSP/PS2/PS3

85


86/87

Q7: Mode of payment

a)Cash

b)

Chequec)Credit

d)Master card

Q8: What is making customer satisfied of Sony Product?

a)Quality

b)Customer Servicec)Brand

Q9: Influence sales pe rson or not?

a)Yes

b)No

Q10: Are you compared Sony Brand with other Brandd?

a)Yes

b)No

86


87/87

Q11: You are compared Sony Brand

with..

a)LG

b)Samsung

c)Panasonic

d)Onida

e)Videocon

f)Other

77996938 Project Report on Sony in 2007

Documents