Project Report on Sony Ddepak

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TRAINING

PROJECT REPORT

ON

STUDY OF SHOPPING PREFERENCES OF SONY

SUCTOMERS IN NEW DELHI REGION

SUBMITTED UNDER PARTIAL FULFILLMENT OF THE REQUIREMENT

FOR AWARD OF

BACHELOR OF BUSINESS ADMINISTRATION

Submitted by:

Deepak Kumar

9013516

Submitted to

Miss Arpita Mam

BHAGWATI INSTITUTE OF MANAGEMENT AND

TECHNOLOGY

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DECLARATION

I , Deepak Kumar hereby declare that the research work presented in this project report entitled

STUDY OF SHOPPING PREFERENCES OF SONY SUCTOMERS IN NEW DELHI REGION for

the fulfillment of the award of Bachelor in Business Administration from Choudhary Charan Singh

University, Meerut is based on my work during the summer training in the Sony .The project

embodies the result of original work and studies carried out by me and the contents of the project do

not form the basis for the award of any other degree to me or to anybody else.

DATE

( Deepak Kumar)

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ACKNOWLEDGEMENT

I take the opportunity to express our gratitude to all the concerned people who have directly or indirectly

contributed towards completion of this project. I extend my sincere gratitude towards Mr. Sanjay Kumar

at Airtel for providing the opportunity and resources to work on this project.

I am extremely grateful to Miss Arpita Mam, my mentor for his guidance and invaluable advice during

the projects.

At Last I would like to thanks my parents and friends for their support.

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CONTENTS

No Chapter Page no.

1 Executive Summery 1 - 4

2 Company Profile 5 - 6

3 Product Profile 7

4 The Other Market Players 8 - 12

5 Research Methodology 13 - 14

6 Data Analysis 15 - 17

7 SWOT Analysis 18 - 19

8 Conclusion 20

9 Bibliography 21

10Questionnaire

22 - 40

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Chapter 1

EEXXEECCUUTTIIVVEE SSUUMMMMAARRYY

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EXECUTIVE SUMMARY

The Indian consumer durables industry has witnessed a considerable change in the past

couple of years. Changing lifestyle, higher disposable income coupled with greater

affordability and a surge in advertising has been instrumental in bringing about a sea

change in the consumer behavior pattern.

This industry consists of durable goods used for domestic purposes such as televisions,

washing machines, refrigerators, microwave ovens, mobile phones etc. The growth in the

consumer durables sector has been driven primarily by factors such as the boom in the

real estate & housing industry, higher disposable income, emergence of the retail industry

in a big way coupled with rising affluence levels of a considerable section of the

population.

As per a survey conducted by FICCI on the Indian consumer durables industry, a shift in

consumer preferences towards higher-end, technologically advanced branded products

has been quite discernable.

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Location of SIP

Sony India Pvt. Ltd.# 768, 100ft Road, HAL 2nd Stage,

12th Main, Indiranagar,Delhi560038 SONYLike No Others

1

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OBJECTIVES OF THE STUDY:

Different Companies/brands are available in the consumer durable market to customers

like Sony, Samsung, LG, Philips, Panasonic etc. Sony is the leading brand name in the

consumer durable market.

The final decision of transaction is totally depend on the consumer, consumer may have

different perception for his satisfaction for particular brand and company has to fulfill

consumers requirement. Hence the concerned project is undertaken:-

To analyze the customers requirement.

To study the Competitors service attitude of staff member to customers.

To find out the strength and weakness of competitors.

To provide the better services & try to built the credibility in the consumer.

To know the opinion & suggestions of customers.

Industry Classification

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The consumer durables industry can be broadly classified as consumer electronics andconsumer appliances. The consumer appliances category can be further segmented aswhite goods and brown goods.

With a presence spanning 36 countries, Sony has not only touched the lives of millionsbut also has made a difference in their lifestyles. Visit Sony across the world and discoverhow a name, synonymous with technology, has given a totally new dimension toentertainment.

Throughout the world today, Sony stands for innovation, state of the art technology andsuperior quality. Leading into its next fifty years, Sonys vision is to offer people excitingnew products and new lifestyles and remains committed to the challenge of creating andrealizing these dreams.

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On the flip side, the presence of a large number of players in the consumer durables

market sometimes results in excess supply.

Strengths-1. Presence of established distribution networks in both urban & rural areas

2. Presence of well-known brands.

3. In recent years, organized sector has increased its share in the market vis a vis the

unorganized sector.

Weaknesses-

1. Demand is seasonal & is high during festive season.2. Demand is dependent on good monsoons.

3. Poor government spending on infrastructure.

4. Low purchasing power of consumers.

Opportunities-

1. In India, the penetration level of white goods is lower as compared to other developing

Introduction to Consumer Durables

Before the liberalization of the Indian economy, only a few companies like Kelvinator,

Godrej, Allwyn, & Voltas were the major players in the consumer durables market,

accounting for no less than 90% of the market. Then, after the liberalization, foreign

players like LG, Sony, Samsung, Whirlpool, Daewoo, Aiwa came into the picture. Today,

these players control the major share of the consumer durables market.

Consumer durables market is growing very fast because of rise in living standards, easy

access to consumer finance, & wide range of choice, as many foreign players are entering

in the market.

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countries.

2. Unexploited rural market.

3. Rapid urbanization.

4. Increase in income levels, i.e. increase in purchasing power of consumers.

5. Easy availability of finance.

Threats-

1. Higher import duties on raw materials imposed in the Budget 2007-08

2. Cheap imports from Singapore, China & other Asian countries

Consumer durables Sector can be classified as follows:

1.Consumer Electronicsincludes VCD/DVD, home theatre, music players, colortelevisions (CTVs), cameras, camcorders, portable audio, Hi-Fi, etc.

2. White Goods include dishwashers, air conditioners, water heaters, washing machines,refrigerators, vacuum cleaners, kitchen appliances, non-kitchen appliances, microwaves,built-in appliances, tumble dryer, personal care products, etc.

3. Moulded Luggage includes plastics.

4. Clocks & Watches

5. Mobile Phones.

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Private Players in the Indian Consumer Durables &

Electronics Market

1 Videocon Appliances Ltd

One of Indias ingrown companies, Videocon boasts of an annual turnover of the

tune of US$4.1billion. It has 17 sites in India, & is known to be the third biggest

manufacturer of picture tubes in the world. It also has global presence, with plants

in Mexico, Italy, Poland, China & the Middle East. Manufacturer of Televisions,

VCRs, VCPs, Audio Systems, Home Appliances & Business Electronics.

Manufactures Televisions & VCRs in technical tie-up with Toshiba Corporation of

Japan.

2 L.G Electronics

The market leader in consumer durables is LG for close to a decade in India. They

have also been recognized for their superior innovation & after sale service. It is

proud of their distribution channels which offer its products to the breadth & length

of India. As early as 1998, LG with a budget of Rs500 Crores set up manufacturing

facility with a state-of-the art technology at Greater Noida, near Delhi. L.G also has

recently entered directly into the consumer market by setting up retail shops &

boast of retail sales Rs. 10,000 crores in 2008.

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3 Samsung Electronics

Samsung entered India in 2002 with an 80 acre sprawling facility at Noida &

mainly manufactures colour TVs, mobile phones & some white goods. Its

manufacturing facilities are best known for its high automation, high quality &

state of art. Manufacturer of Computer peripherals, televisions, refrigerators,

washing machines, air conditioners, microwave ovens, audio & video systems.

4 Salora International Ltd

Manufactures black & white & color Television sets, fly back transformers,

speakers & other components. Markets under its own brand name Panasonicbrand of printers, fax machines, pan boards & digital cameras. Also markets under

its own brand name colour monitors & cordless phones manufactured by some

other renowned international brands.

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5 Siemens, India

The Siemens Group in India comprises of 22 companies, providing direct

employment to over 17,000 persons. Currently, the group has 18 manufacturing

plants, a wide network up of Sales & Service offices across the country as well as

over 500 channel partners. Siemens brings to India state-of-the-art technology that

adds value to customers through a combination of multiple high-end technologies

for complete solutions. Today, Siemens, with its world-class solutions plays a key

role in Indias quest for developing modern infrastructure.

6 Philips, India

Makers of audio, video products, domestic appliances, & more. As a world leader

in healthcare, lifestyle & lighting, Philips integrates technologies & design into

people-centric solutions.

Mission- To improve the Quality of peoples lives through timely introduction of

meaningful innovations.

7BPL

Includes a shopping gallery & also corporate information including home

entertainment, appliances, digital & mobile services, medical electronics, &

consumer telecommunications.

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8 Bose Corporations

Bose Corporation develops & manufactures audio devices (including speakers,

amplifiers, headphones, automotive sound systems for luxury cars), automotive

suspension systems, & performs some general research (such as debunking cold

fusion). The company was founded in 1964 by Amar G. Bose, a professor of

electrical engineering(who retired in 2005) at theMassachusetts Institute of

Technology.

9 Haeir India

Haier India started its commercial operations in January 2004 and is a 100 per cent

subsidiary of the Haier Group. The India launch was started with innovative

products which were designed keeping the day to day customer needs in mind --

products that will transform the customer's every day living into inspired living.

'Products that will make your today better than yesterday.' Haier India launched

BMR technology for the first time in India followed by the Double Drive which is

a newly patented technology

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Chapter 2

COMPANY PROFILE

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COMPANY PROFILE

In a burnt-out department store in Tokyo in 1946, just after World War II, Masaru Ibuka

and Akio Morita, running a company then known as Tokyo Tsushin Kogyo (Tokyo

Telecommunications Engineering), attempted to produce a simple electric rice cooker. It

did not work too well, but it kicked-off their desire to produce products for everyday life.

In 1958, the company name was changed to Sony Corporation and since then,

Sony has become one of the most recognised brand names in the history 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, Walkman,

Betacam, Handycam, the Compact Disc and the floppy disc .Sony has continually made

things better, smaller and more innovative than ever thought possible.

Sony Corporation now spans a range of industries including audio visual electronics,

information technology, broadcast, telecommunications, entertainment, satellite

broadcasting and even insurance and finance.

Throughout the world today, Sony stands for innovation, state of the art technology and

superior quality. Leading into its next fifty years, Sonys vision is to offer people exciting

new products and new lifestyles and remains committed to the challenge of creating and

realizing these dreams.

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Sony in India

Sony is not new to India. Whether it was the television, or the walkman, a Sony always

remained a must in the wish list of any Indian, 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 on 16th January 1995.

COMPANY MISSION

Sony India focused towards making a difference in the lifestyles in the Indian market and

open up new vistas of entertainment in the country.

Sony India remains committed towards offering new age technology and digital concepts

while working hand in hand with the Indian industry to produce and sell excellence. Their

consistent commitment towards service has brought the company quite closer to the

Indian customer.

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Chapter3

PRODUCT PROFILE

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PRODUCT PROFILE

Basic Consumer Durables:

Flaunt your Cyber-shotMake heads turn with the smart Sony Cyber-shot. With chic colours to choose from, thistrendy camera lets you capture your special moments in style.

Experience the Real EntertainmentFeel true picture, pure sound & smooth action with Sony BRAVIA LCD TV.

Dress up with VAIO CS VAIO CS is an extraordinary blend of elegance, fun and

high performance with its irrestible colour range and mystic features.

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Product Profile

Basic Consumer Durables

Bravia LCD/LED TV

Capture the true colours of movies with vast collection of Bravia LCD/LED TVs thatpushes the boundaries of TV technology to bring y maximum picture quality in full highdefinition.

Breaking technological grounds, our Digital Imaging devices and accessories are createdwith you in mind. We have cameras with compact designs if you wish to carry it in your

purse, and cameras with additional features if youre looking for that something extra.

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Home Theatre System

Combining the latest in video and audio technologies, Sony has developed a series ofHome Theatre Systems that provides you with an enhanced home theatre experience.

Vaio CS is an extraordinary blend of elegance, fun and high performance with itsirresistible colour range and mistic features

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Gaming would not be the same without the invention of the Sony PlayStation series. Inaddition to the highly popular PlayStation2, theres the handy PlayStationPortable and

next-generation console PlayStation3.

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Competitors Profile

The Korean company Samsung has grown to become one the worlds leading electronic

companies, specializing in digital appliances and media, semiconductors, memory andsystem integration. Today Samsungs innovative & top quality products & processes are

world recognized.

The digital age has brought revolutionary changeand opportunityto global business,and Samsung has responded with advanced technology, competitive products, andconstant innovation.

Samsung, see every challenge as an opportunity and believe 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 for 13products, including semiconductors, TFT-LCDs, monitors and CDMA mobile phones.Looking forward, and making historic advances in research and development of itsoverall semiconductor line, including flash memory and non-memory, customsemiconductors, DRAM and SRAM, as well as producing best-in-class LCDs, mobilephones, digital appliances, and more.

7

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The history of LG Electronics has always been surrounded by the company's desire tocreate a happier, better life.

LG Electronics was established in 1958 and has since led the way into the advanceddigital era thanks to the technological expertise acquired by manufacturing many homeappliances 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 statusas a global.

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Product Profile

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REFRIGERATOR

. Side by Side Refrigerator

. Frost Free Refrigerator

. Direct Cool Refrigerator

WASHING MACHINE

. Dish Washer

. Steam Washer Dryer

. Washer Dryer

. Front Load Washing Machine

. Top Load Washing Machine

. Semi Automatic Washing Machine

MICROWAVE OVEN

. Solar Dom Microwave

. Convection Microwave

. Grill Microwave

. Solo Microwave

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TELEVISION

.LCD TV

.Plasma TV.Ultra Slim TV

.Flat TV

Computer Products

. Notebook PC

. Desktop PC

. Monitor

. Optical Storage Devices

. Projector

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What are the skill required in marketing executive?

The Marketing executive needs a good knowledge of the structure and content of the

English language including the meaning and spelling of words, rules of composition, and

grammar. The Marketing executive needs knowledge of business and management

principles involved in strategic planning, resource allocation, human resources modeling,

leadership technique, production methods, and coordination of people and resources. The

Marketing executive must have knowledge of media production, communication, and

dissemination techniques and methods. This includes alternative ways to inform and

entertain via written, oral, and visual media.

The Marketing executive must give full attention to what other people are saying, taking

time to understand the points being made, asking questions as appropriate, and not

interrupting at inappropriate times. The Marketing executive uses logic and reasoning to

identify the strengths and weaknesses of alternative solutions, conclusions or approaches

to problems. The Marketing executive needs to be able to persuade others to change their

minds or behavior in order to sell products or services. The Marketing executive must be

aware of others reactions and understanding why they react as they do. Often Marketing

Managers need to talk to others to convey information effectively. While considering the

relative costs and benefits of potential actions to choose the most appropriate action for

the purpose of promoting their product or service.

The Marketing executive Job requires a person to be reliable, responsible, and dependable

in fulfilling obligations. They are required to be careful about detail and thorough in

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completing work tasks. A Marketing executive must be very pleasant with others on the

job and display a good-natured, cooperative attitude with clients as well. They must be

honest and ethical in their work and with their workers. The Marketing executive is

required to show a willingness to lead, take charge, and offer opinions and directions to

their crew. Most of all the Marketing executive r needs to be persistent in the face of

obstacles.

What is the career in marketing executive?

Promotion will generally be to marketing manager (usually after three to ten years) and

then marketing director (usually after 10 to 15 years).

Career progression is firmly linked to gaining relevant experience and key transferable

skills. One way of achieving this is by moving between in-house departments or working

in a marketing agency/consultancy for several different clients. It may also be

advantageous to move companies to obtain more rapid career development.

Marketing professionals can choose to remain in a general marketing role or specialize in

a specific area of marketing, such as event management, direct marketing, marketing

communications or public relations. You may also choose to become a freelance

marketing consultant.

Increasingly, further qualifications, such as those offered by the Chartered Institute of

Marketing (CIM) are becoming a prerequisite for more senior marketing positions.

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The granting of chartered status for individuals who meet the stringent criteria specified

by the CIM has raised the image of the profession and means that chartered marketers are

now ranked alongside other chartered professionals, such as surveyors and accountants.

What is importance of marketing executive in organization?

The Marketing executive formulates, directs and coordinates marketing activities and

policies to promote products and services, working with advertising and promotion

managers. The Marketing executive identifies, develops, and evaluates marketing

strategy, based on knowledge of establishment objectives, market characteristics, and cost

and markup factors. Marketing executive direct the hiring, training, and performances

evaluations of marketing and sales staff and oversee their daily activities.

Often the Marketing executive evaluates the financial aspects of product development,

such as budgets, expenditures, research and development appropriations, and return-on-

investment and profit-loss projections. It is important to develop pricing strategies,

balancing firm objectives and customer satisfaction by the Marketing executive. The

Marketing executive compiles lists describing product or service offerings. Importantly to

initiate market research studies and analyzes their findings. The Marketing executive in

order to perform his job must use sales forecasting and strategic plan to ensure the sale

and profitability of products, lines, or services, analyzing business developments and

monitoring market trends.

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A Marketing executive coordinates and participates in promotional activities and

trade shows, working with developers, advertisers, and production managers, to

market products and services. The Marketing executive consults with buying

personnel to gain advice regarding the types of products or services expected to be

in demand.

Significant Point

Keen competition is expected for these highly coveted jobs.

College graduates with related experience, a high level of creativity, and strong

communication and computer skills should have the best job opportunities.

High earnings, substantial travel, and long hours, including evenings and

weekends, are common.

Because of the importance and high visibility of their jobs, these managers often

are prime candidates for advancement to the highest ranks.

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Key Competencies

Excellent written and verbal communication skills Organization and planning

Problem analysis and problem-solving Team-leadership Formal presentation skills Persuasiveness Adaptability Innovation Judgment Decision-making Stress tolerance Collaboration

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Job DescriptionThe work I have to do as a marketing executive in the company was as follows:

Handling the Store

Tasks include taking care of the store, look after the customer requirement their needs andto take care of their of the queries.

Selling the Products

Involve in direct interaction with the customer and to sell the products of the Sony whichincludes LCD/LED,Mobile phone, Home theatre, Walkman ,Playstation etc

Handling the Customer Queries

Task includes to take care of the customer queries and difficulties and their needs andtheir future expectation from the company

Tele callingI was responsible for calling the customers for their problem or to informedthem about the product availability.

Taking care of Store Staff

I got the task to looks after the store staff and to see whether they face anydifficulties in selling the products or closing the sales.

Market Survey

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I got the task to find out the sales of others store located around Bandra i.eCroma, Vijay Sales etc

Feedback

The last work was to take feedback from customer and their and their thinking about theproduct and service we give to them. In this we came to know the requirement of theproduct and also about the store like Salesperson, environment of the store, location etc.

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CHAPTER 5

RESEARCH

METHODOLOGY

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RESEARCH METHODOLOGY

Data Collection

The project consisted of analysis of performance of the several consumer durable

brands. In this particular project fundamental research was also carried out which

attempted to explore knowledge through methods like personal interaction with the

customers. The required information for the project was gathered through the

following ways:-

Primary Data:-

The information provided by the customer & staff members.

Through the personal interaction with the help of questionnaire.

Secondary Data:-

Websites of consumer durable brands. Like Sony, Samsung, LG etc.

13

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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 less time to give answer.

2) Language barrier is also a big limitation for customer as well asinterviewer.

3) Study is area specific.

14

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Chapter 6

DATA ANALYSIS

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Based on the data collected from the different respondents the collected data wasanalyzed and was expressed by means of graphical interpretation.

Shop wise Interview of Customer

No. Location Duration Achievement(No. of interview)

01 Sony Garuda Mall 08/06/09 to16/06/09

32

02 LG Rajaji nagar 18/06/09 to24/06/09

60

03 LG Rajaji nagar 25/06/09 to01/07/09

48

04 Samsung Rajajinagar

01/07/09 to03/07/09

20

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The survey was conducted within the city of Delhi where the city geography was definedthrough the given graph.

16

0

10

20

30

40

50

60

08-06 to 16-09 18-06 to 24 -09 25-06 to 30-09 01-07to 03-09

Sony Garuda Mall 32 0 0 0

LG Rajaji nagar 60 60 48 0

LG Rajaji nagar 48 0 0 20

Samsung Rajaji nagar 20

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USPS OF THREE MAJOR BRANDS

17

Name ofcompany

Location wise Good Good Good

Service attitude Excellent Average Poor

Pricing wise Best Poor Good

Professionalism Excellent Good Average

Quality wise Excellent Good Excellent

Productavailability

Best Best Best

Informationsupport

Best Average Poor

Knowledge of astaff

Best Average Good

Staff availability Good Good Good

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COMPARATIVE STUDY OF THE 3 BRANDS

0

100

200

300

400

500

600

700

800

Sony Samsung LG

Brand equity.Knowledge of staff

Info. Supportwise

Product avalibility

Professionalism

Quality wise

Price wise

Location wise

Service attitude

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Chapter 7

SWOT ANALYSIS

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SWOT ANALYSIS OF SONY AS PER INTERVIEW

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 Sony is the best among all his competitors, shops ambience, environmentand location is very convenient.

To provide better service Sony conducts the Service camp & Training and keep itsemployee update.

WEAKNESS:

As Sony is a costly brand and this high price factor is not affordable to Indian customer.

OPPORTUNITY:

Sony is leading brand in consumer durable market because of its better service and

quality. It has a professionalism, good service attitude and knowledgeable staff and employee. Because of keen foresightedness of future demand and customer perception, Sony can

beat all the competitors.

THREATS:

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There are some major brands like Samsung, LG which are providing the good qualityproducts at affordable price keeping in view the Indian consumer and this factor is raisingthe competitors.

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Chapter 8

CONCLUSION

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CONCLUSION

According to research of 30 days in Sony India ltd, it reveals that Sony is real aswell 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 people; they think it is nothing but astatus symbol.

Sony is facing tough competition with Samsung & LG because of reasonable price& quality.

But when considered service attitude, one pricing policy, promotion policy, qualityof a product, professional appearance & knowledge of staff regarding productfeatures and function, Sony is far ahead from Samsung & LG.

Sony plays a vital role in consumer durable market.

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Chapter 9

BIBLIOGRAPHY

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BIBLIOGRAPHY

1. The information provided by the customer.

2. Through the personal interaction with the help of questionnaire.

3. Websites of consumer durable brands. Like Sony,Samsung, LG etc.

1) WWW.Google.com

2) WWW.Sony.co.in

3) WWW.Samsung.com/in

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Chapter.10

QUESTIONNAIRE

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