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TABLE OF CONTENTS S.No. SUBJECT 1 PREFACE 2 METHODS OF COLLECTING DATA 3 INDUSTRY PROFILE 4 SAMSUNG LOGO CONCEPT 5 INTRODUCTION 6 BOARD OF DIRECTORS 7 COMPANY PROFILE 8 OBJECTIVE OF THE STUDY 9 GOLDEN ERA OF CTV 10 SAMSUNG VISION 11 PRODUCT PROFILE(COLOR TELEVISION) 12 SAMSUNG PHILOSOPHY
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Page 1: Samsung Marketing Research

TABLE OF CONTENTS

S.No. SUBJECT

1 PREFACE

2 METHODS OF COLLECTING DATA

3 INDUSTRY PROFILE

4 SAMSUNG LOGO CONCEPT

5 INTRODUCTION

6 BOARD OF DIRECTORS

7 COMPANY PROFILE

8 OBJECTIVE OF THE STUDY

9 GOLDEN ERA OF CTV

10 SAMSUNG VISION

11 PRODUCT PROFILE(COLOR TELEVISION)

12 SAMSUNG PHILOSOPHY

13 CTV PRODUCT PROFILE

Page 2: Samsung Marketing Research

14 ADVERTISING SCENARIO

15 SAMSUNG SERVICE NETWORK

16 RESEARCH METHODOLOGY

17 RECOMMENDATIONS

18 SWOT ANALYSIS

19 FINDINGS

20 TURNOVER PROFIT(CTV MARKET SHARE)

21 CONCLUSION

22 BIBLIOGRAPHY

Page 3: Samsung Marketing Research

PREFACE

Theoretical and practical knowledge are the two different but

inter related aspects, which makes the concepts clear and vision

bright and help in facing the actual situations. Although theory

is the first and important step which acts as a base and create a

picture in mind for a thing but practical knowledge which bridges

the gap between the imaginations and realities. So practical

knowledge is very important for developing thoughts and giving

shape to them.

Field training has been made a part and passing of our training

programme. This type of training programme is very helpful as:-

- It installs a feeling of belongingness.

- Feeling of exceptness

- Development of better understanding of concepts.

- Generate morale

- SWOT Analysis (Strength, weakness, opportunity and threats

Page 4: Samsung Marketing Research

- Acquaint students with job performance standards.

This practical training could be taken as a beginning of a process

of indoctrinization into the ways of business organisation and it

is the first step which would be helpful in future prospects.

This report is an endeavour to highlight various aspects of

interdepartmental and infra-departmental relationships,

communication pattern, industrial scenario and prospects of

electronic industry.

Page 5: Samsung Marketing Research

THE FOLLOWING METHODS WERE

USED BY ME TO COLLECT THE DATA.

Observation Method

Interview and Discussions

Questionnaire Method

Consultation of Records etc.

This present report has been divided into various chapters,

which includes discussion about industrial scenario of the

Television industry, Company Profile of Samsung International

Ltd., Research Methodology, Work Schedule, Recommendation

and Conclusion.

Page 6: Samsung Marketing Research

INDUSTRY PROFILE

In the wake of 20th century a revolutionary breakthrough in the

area of technology revoked the whole world due to the efforts of

scientist J.L. Baird. Earlier people believed that only sound can

travel long distances, but this myth was subdued with the

invention of television in 1926. Television came in India in 1959

with transmission centre at Delhi. Earlier this magic box was

meant only for the higher strata of the society, but with the

competition & reduction in prices it was made available for the

middle & lower classes of society also.

C.T.V. came in India in 1980 during Asiad Games. With the

inception of colour TV many players emerged in the market.

These entrants were Weston, Atari, Salora, Dynora, Binatone,

Uptrone, Konark, BPL Sanyo, Nelco, Bush, EC etc. Most of the

manufacturers made Black & While TV’s as well as colour

televisions.

Onida, which came, up, with sleek vertical model & priced it at a

premium range for ahead of rest.

Page 7: Samsung Marketing Research

Binatone, a very sophisticated company, which had collaboration

with British Dynamic Ltd. was offering stereophonic sound in CTV

models.

Nelco, from the house of TATA, came out with Blue Diamond

range of CTV’s. Some other leading brands were Philips, Uptron,

Weston etc.

The late eighties saw a massive shakeout & half of the players

disappeared. Earlier it was “Sellers Market” but with cutthroat

competition market turned into “Buyers Market” & the product

was designed keeping customers satisfaction in the mind. The

remote control became the integral part of CTV’s, Audio & Visual

Quality was upgraded & new features added.

After 1988 only a few major players were left in the market with

the few other regional players with a fringe presence. These

were BPL, ONIDA, VIDEOCON & PHILIPS. Major broad

leaders set up R&D facilities. Soon the CTV market in India was

a mature one with high quality product having special features.

In the pest Liberalisation era of 1991, doors were fleeing open to

foreign operators. Many new brands came flooding in & the

Page 8: Samsung Marketing Research

competition heated up. Foreign majors like Sony, National

Panasonic, Akai, Gold star, Samsung, LG, Daewoo, Aiwa, Hitachi,

Konka etc. entered the Indian market offering big screens &

better sound quality with added features.

All the above mentioned brands have occupied a place of its

own, highly powerful & of greater significance that were recalling

of the name enables people to identify the brand, its owner,

various products sheltered under it and so on and so forth. All

this is accomplished by the awareness created by the mass

media in the consumer’s mind.

Page 9: Samsung Marketing Research

SAMSUNG LOGO CONCEPT

Samsung’s corporate logo projects Samsung’s firm

determination to become a world leader. Its blue colouring

suggests both stability and reliability and projects a warm,

intimate feeling.

The name is written in Roman Script, making it easier to be

read and remembered throughout the world. It is

superimposed over a dynamic, new logo design, giving an

overall image of an enterprise on the move.

The elliptical logo shape symbolizes the world moving

through space, conveying a distinctive image of innovation

and change. The first letter “S” and last letter, “G”, partially

break out of the oval to connect the interior with the exterior,

symbolizing Samsung’s desire to be one with the world and to

serve society as a whole.

Page 10: Samsung Marketing Research

INTRODUCTION

“SAMSUNG IS CONSOLIDATING”

Samsung has been making efforts to serve the world with export

trade, technology development, and social contribution for the

64 years since the foundation of the company in 1938.

It is difficult to describe Samsung in few words.

Samsung’s business area range from semiconductor to oil

tankers and from trade and banking to information

communications. Samsung’s technology research and

development, investment and service include 170,000

employees at 305 international offices in 65 different countries.

However the trend of expanding corporations is slowly changing.

Samsung actively adjust to the change by restructuring the

fundamental business towards the future core area and by

pursuing vale-added products and services. During Korea’s1997

economical crisis and the following corporate restructuring,

Samsung survived because it had started a new management

campaign as early as 1993, moving from a quality centered

management style to a quality-centered one.

Page 11: Samsung Marketing Research

Samsung is re-organizing its businesses, focussing on the

electronics, banking and the service industries to become the

global leader in the 21st century.

Today’s rapidly changing FMCG market requires specialized

marking inputs to ensure the success of any product. Since the

entry of SAMSUNG in 1995 in India the rules of the game have

changed drastically. Keeping in pace with these, Samsung’s

dynamic and aggressive marketing plans have ensured that the

brand is placed among the best available. With the entry of a

large International players the customer has got wider choice to

select plan. He is truly the King today.

Page 12: Samsung Marketing Research

FOLLOWING ARE THE BOARDS OF DIRECTORS:

NO. TITLE NAME NATIONALITY REMARK

1. Director Kun

Hee

Lee

Korea President of Samsung group

2. Director Sang

Dae

Lee

Korea Ceo and president of

Samsung corp., housing

3. Director Myung

Kwan

Hyur

Korea Ceo & president of samsung

corp., housing

4. Director/

Auditor

Nae hoi

park

Korea Professor

Page 13: Samsung Marketing Research

COMPANY PROFILE

CHRONOLOGICAL GROWTH OF SAMSUNG

1940’S Foundation of Samsung

On March 1, 1938, the late founding Chairman Byung Chull Lee

started a business with the name of “Samsung” in Taegu with

30,000 won in capital.

In the early days of Samsung’s business, the company exported

dried fish and vegetables and fruits produced around Korea to

Manchuria and Beijing. Soon Samsung also started

manufacturing and sales activities by setting up a flour mill and

confectionery machines.

In November 1948, the late founding Chairman Lee moved

Samsung’s office to Seoul and founded the Samsung

Corporation. This marked the beginning to Samsung’s entry into

full-scale international trade. Samsung Corporation be come

known for its usual management style (for those days), such as

letting its employees to participate in the company’s investment

and profit sharing and rewarding employees for their abilities.

Page 14: Samsung Marketing Research

1950’s The Principle of Economic Stabilization

After Korea’s Independence from Japan in 1945, the Korean

economy become unstable due to political and social unrest.

The Korean War (started in June 1950) also decimated the

economy.

Samsung Corporation, which had been growing steadily, lost all

its assets during the war. Despite this loss, the company

refused to become discouraged. Instead, management moved

the company to Pusan (the main port city in the Southern tip of

the Korean penisula) in January.

Samsung began the first step of its grand idea to rebuild Korea’s

economy by entering the manufacturing industry. It began

substituting imported goods with domestically produced

products through the establishment of Cheil Sugar Co. (currently

Cheil Jedang, now an independent company from Samsung) in

1953, The following year, Samsung established Cheil industries

and opened the era of Korean produced fabrics, which also

helped to rebuild Korea’s economy.

Until the mid – 1950s, most Korean companies hired employees

based on relationships through schools, families, and relatives.

However, Samsung become a leader in modern business

Page 15: Samsung Marketing Research

partices, being the first Korean company to recruit new

employees through a public and established personnel

management system in 1957. This management system was

designed to recruit and cultivate a highly efficient work force,

and it instituted policies to rainproof the welfare of its

employees.

1960s Entering the Electronics Industry and Expansion of

Key Industries

Following the April 19 Revolution (1960) and the May 16 (1961)

military coup in Korea, Samsung faced many difficulties under the

resulting social upheaval. During this period, Samsung prepared

a new to rebuild the Korean economy. In 1969, it established

Samsung Electronic Co. Ltd. a company that would help develop

Korea’s electronics industry into a worldwide competitor. The

late founding Chairman Lee believed that “electronics is a value-

added industry that requires technology and skilled labor and had

great growth potentials both at home and aboard. “He

determined the electronics was exactly the type of

Industry Korea needed at that economic stage. As

demonstrated by the current success of Samsung Electronics in

Page 16: Samsung Marketing Research

semiconductors, he could not have been more right. Samsung

also established Korea Fertilizer Manufacturing Co. (currently

Samsung fine chemicals Co. Ltd.) Samsung sought the

expansion of several key industries and started to gain as a

corporate leader in Korea.

From this time, Samsung started to pay attention not to the

business, but also to social contribution programs, The Company

invested large amounts of money into Taegu and Sung Kyun

Kwan universities to educate talented people.

To return the company’s profits to society, it created the

Samsung Scholarship Foundation in January 1964. It also

developed the Samsung Foundation of Culture in April 1965 to

take a leading role in Korea’s social and cultural development.

1970s Entering the Chemical and Heavy Industries.

The 1970’s marked the period when Samsung laid the

foundations for several future strategic industries: heavy

chemical, and petro chemical

Prepared in August 1973, Samsung’s “second five-year

management plan” included intensive investments to the each

chemical industry as well as the establishment of a new ship

Page 17: Samsung Marketing Research

building company. To strength then Korea’s competitive power

internationally in the textile industry, Samsung also integrated

the manufacturing process from raw materials to final products.

As a result, it established several other companies; Samsung

Heavy Industries company, Ltd. (1974), Samsung shipbuilding

company, (1977, when Samsung acquired Daesung Heavy

Industry Company), and Samsung precision Company

(1977-now Samsung Aerospace industries, Ltd.)

From the early 1970s, Samsung Electronics Products electronic

home appliances such as TVs and VCRs, and began to enter the

international market. In 1947, with the taking over of 50% of

Korea Semiconductor Co. Samsung Electronic began its reign as

a leader in the semiconductor field.

1980’s Entering International Markets Based on

Technology

In 1978, Samsung Semi conductor split from Samsung

Electronics to become a separate entity. Until 1983, Samsung

produced semiconductors for the domestic market. With the

successful development of a 64K DSRAM (Dynamic Random

Access Memory) VLSI chip in December 1983, Samsung took a

Page 18: Samsung Marketing Research

world leading position by introducing many new semiconductor

products.

Samsung precious Company (established in 1977) laid the

foundation

In another high tech industry. Renaming the company to

Samsung Aerospace Industries, Ltd. in February 1987, Samsung

officially entered the aerospace unprecedented speed and it

plans to participate in the development of future space stations,

as well as space facilities to the Moon and Mars in the early 21st

century.

Samsung entered of the systems development business by

establishing Samsung data Systems Company. The Samsung

Advanced Industries to Technology (1987) helped Samsung

further expand into such fields as electronic, semiconductor,

high polymer chemicals, genetic engineering, optical

telecommunications, and the aerospace industry, solidifying the

company’s technological foundation in the 1990s.

The foundling chairman, Byung-Chull Lee, passed away on

November 19, 1987, and Kun-Hee Lee succeed his father as the

new chairman. At the 50th anniversary of Samsung’s foundation

in 1988, he announced the “second founding” of the Group,

Page 19: Samsung Marketing Research

directing Samsung’s growth towards becoming a leading world-

class corporation of the 21st century.

For this “second founding” Samsung launched into new projects

dealing with restructuring old business and entering new ones.

In a move towards becoming one of the world’s top five

electronics companies, Samsung merged an electronics

company with a semiconductor telecommunications company in

1988. The merger helped Samsung maximize its technological

resources and develop value added products. The integration of

overlapping projects reduces and develop value added products.

The integration of overlapping projects reduces costs and

efficiently utilized capital as well as labor force. The late 1980s

marked the time when Samsung concentrated its efforts on

electronics and heavy industries and started to build its high-

tech reputation in the world.

1990’s Growth towards Global Leadership

In the 1990s, competition, mergers, and coalitions among

companies increased tremendously. Up-to-date technology and

service expanded and industries entered an age if limitless

competition between countries and companies.

Page 20: Samsung Marketing Research

Samsung, declared the state of its New Management program in

1993. Concentrating on making world class products, providing

total customer satisfaction, and being a good corporate citizen

made the New management program a remarkable corporate

innovation.

Samsung started to pursue a full-scale quality drive and world

best strategy. As a result, 17 different products (including

semiconductors, computer monitors, TFT-LCD screens, and color

picture tubes) ranked in the 5 products for market share in their

respective areas. Twelve other products took the top market

ranking in their areas.

Samsung led the LCD field in market share for all seven

consecutive years since entering the field in 1993, Samsung

Heavy Industries’ drill ship, a probe vessel for a sub marine oil

field, captured 60% of the world market.

To emphasize the importance of courts and customer service,

Samsung Human resources Development Centre has been

conducting customer service lectures for all Samsung customer

service personnel. Additionally, the Shills Hotel has managed

etiquette and manner courses and customer service for the

employee of such Samsung aviates as Samsung Life Insurance,

Page 21: Samsung Marketing Research

Samsung Securities, and Samsung Card. In the service area,

Samsung company utilizes the “Line Stop” system: when inferior

product are discovered, the production line completely stops

until the problem in solved. For better satisfaction of customers,

the company instituted inside system improvements and outside

service enforcement such as Samsung Corporation’s 48-hour

Home Express system and Samsung Cards’ service guarantee

system. Since 1990, Samsung has increased its 0participation in

social welfare, environment conservation, and cultural events to

become a good corporate citizen.

Samsung actively participates in sports marketing. As a result of

its intensive efforts, Chairman Kun-He Lee was selected as a

member of the International Olympic Committee (IOC) in July

1996, His appointment greatly enhanced

Samsung’s image as a key contributor to the world of sports. In

late 1997, due to Korea’s economic, the business activities of all

companies in Korea shrank, samsung restricted personnel, and

improving the sonless or its financial structure.

Samsung reduced the number of its affiliates to 47 companies.

The company sold 10 business units to overseas companies for

15 billion dollars, including. Samsung Heavy Industries’ highly

Page 22: Samsung Marketing Research

acclaimed construction equipment business foundation to Volvo

AB of Sweden and its business units to Clark.

It also lowered 1997’s 365% debt ratio to 183% late 1999 and

reduced its labour force by almost 50,000 people. In the 2000

years Samsung will grows as a leader of the information society,

identified with digital and internet technology by concentrating

on electronic, banking and services.

Page 23: Samsung Marketing Research

OBJECTIVE OF THE STUDY

The objectives formulated for this study are as under;

To study the market conditions with reference to color TV

market

Finding present position of Samsung in CTV market

Comparative study of Samsung CTV with other brands.

Page 24: Samsung Marketing Research

GOLDEN ERA OF CTV

Since the liberalization grabbed the country “WHITE GOODS

MARKETS” has become the battle field among the Indian and

global players whose skeptics are unimpressed, even then are

instability been to play their card. Today’s, companies are

undergoing fresh reappraisal in the light vast Global Technology,

Economic and social of demand are resulting from the resting

income levels of consumers and more inclination of consumers

towards branded product. Today customers face a platitude of

product in every category. In the vast choice customer

gravitated offering that best meet their individuals expectation.

So, brand marketing go from expounding splurge of their

products to claims of excellent services. In fiercely competitive

market, question of viability does not let any company to

compromise which any of its function of marketing, advertising,

production R&D etc. few of domestic brands become vulnerable

to the arrival of global brands, but some of Indians brands claim

the benefit of strong recognition of their brands in the market to

local customers and are trying to match their brands quality with

that of Multinational brands, but there are Multinational giants

Page 25: Samsung Marketing Research

perpetually showing their manoeurbravility to mark the

difference. Indian brand makes find themselves at ease to catch

the pulse of customers and think that foreign companies are new

to Indian cultural and could misjudge the market, but

Multinational companies are employing best suitable methods

and sound technologies to impinge upon past record in their

favor. So Indian soil is witnessing both the Indian and global

brands vying for Major share.

Today mass markets are fragmenting into micromarkets, so

brands builders are using every savvy to catch pulses of

consumers but today’s customer is discerning and exhibit

varying and diverse requirements. Customer are buying director

through catalogues., telemarketing and internet, etc. Price

discounts and sales promotion is rampant (Exchange offers etc.)

and eroding brand loyalty diminishing consumer loyalty means

that companies must re-examine their foundational concept and

even reverse the premised on which they built their successful

business.

Inspite of cut-throat competition in white goods market, Mega

global brand are keen to in view their lot projected Foreign direct

investment in core industries.

Page 26: Samsung Marketing Research
Page 27: Samsung Marketing Research

SAMSUNG VISION

Samsung India’s Vision entails helping people improve the

quality of their lives by providing them with superior quality,

state-of-the-art technology products at the right time and the

right price. But beyond its role as a purveyor of quality products

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

the country through its export commitments and large scale

production facilities generating secured employment for

hundreds of Indian people.

At Samsung, we strive to contribute to the development of the

electronics and components industry in India:

By enhancing the knowledge levels of our workforce through

the introduction of our advanced management systems and

production Know-how in our manufacturing facilities.

By introducing our Indian vendors to our world class quality

systems and helping them improve their our quality systems

and production processes;

And setting benchmarks for the industry-be it in terms of

after sales service for our products, quality systems and

Page 28: Samsung Marketing Research

management techniques at our facilities, or our products

themselves.

Page 29: Samsung Marketing Research

IN THE PIONEERING TRADITION

SAMSUNG INDIA ELECTRONICS

LTD. – AN OVERVIEW.

PRODUCT PROFILE:-

COLOUR TELEVISION.

Tantus, Plano, Metallica and Hitron are some of the sub brands

under which the Samsung Colour Televisions are available.

While Tantus represents the Digital ready range comprising of

the large screen Projection televisions and the 40” LCD

Projection TVs. The Samsung ‘Plano’ colour television range

comes with the award winning ‘Dyna Flat’ technology and is

available in the 15th, 21st, 25th and the 29th screen size segments

in India. The Dyna Flat technology in the Samsung ‘Plano’ range

ensures perfectly flat images that have no visible curvature

when viewed from any angle and remarkable colour purity. The

Metallica series, represents the success of the Samsung India

R&Dcenter and that of Samsung Electronics, Korea, in producing

Page 30: Samsung Marketing Research

a product designed as per the Indian customer needs and

preferences. The Metallica series meets the Indian customer’s

preference for powerful sound by combining stunning sound

technology with breakthrough picture production to give a

complete audio-visual experience.

Samsung India is targeting a market share of in colour

televisions by the end of the year 2002. Its Parent Company,

Samsung Electronics which currently holds a 8.5% market share

in the Global CTV Market, is targetting to be No.1 CTV player

globally by the year 2003 with a 10% market share.

BIO-FRESH REFRIGERATORS:

The Samsung ‘Bio Fresh’ Refrigerator range is available in

capacities ranging from 310 litres to 680 litres. At the heart of

Bio Fresh refrigerators is the Bio Ceramic technology. Ceramics

form a part of the raw materials used in the manufacture of the

Vegetable Compartment and have the unique property of

emitting ‘Far Infrared Rays’ (FIR). The FIR helps retain the

moisture content in the vegetables, fruits and other natural

products, keeping them fresher and tastier for longer.

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Samsung’s technological expertise is manifest in the Dynamic

Super X Flow Cooling System that its premium refrigerator range

is equipped with. The new generation Dynamic SuperXFlow is

designed so that cold air can be distributed from 4 sources-

bottom, left, right and back. This leads to 35% faster cooling

and refrigeration of every compartment evenly even if it is filled

to capacity.

Page 32: Samsung Marketing Research

WASHING MACHINE

The Samsung washing machines are designed to wash clothes

clean as if they were washed by hand. The Hydroject washing

action is unique to Samsung’s Top Loading Fully Automatic

Washing Machines. The Waterfall flow causes a strong flow of

water to stream down from the top, helping light clothes to come

in contact with the pulsater, enabling a perfect wash. This is

complemented by the Centrejet, which is a strong gush of water

formed right at the center of the washing machine, which forces

the dirt out of the clothes.

The Samsung washing machines have an ergonomical design

and fuzzy logic controls. The models currently available in the

market are in the 5.5 kg.-6 kg. Capacity range including the fully

automatic top loading and front loading versions.

AIRCONDITIONER

Samsung has introduced in the Indian market its wide portfolio

of Window and Split Air conditioners, available in the capacities

between 1.0 tonne to 2.0 tonne, in both window and split

versions. The Samsung Instachill Airconditioners are equipped

with a special 4 row condenser coil for faster cooling. Extra 2

rows of coils provide double the surface area for the refrigerant

Page 33: Samsung Marketing Research

to dissipate its heat. This results in faster chilling, thereby

putting lesser strain on the compressor-resulting in lower

electricity bills. Further only Samsung Airconditioners are

equipped with a 3 stage filtering operation. The antibacterial

filter sieves bacteria, the electrostatic filter remvoes dust and

the deodorizing filter removes bad odour to give more healthy

air to breathe.

MICROWAVE OVEN

Samsung commenced the microwave business in India in July

1997 by launching microwave ovens, based on imports from

Korea. Subsequently in March 1999, it commenced the

manufacture of Microwave Ovens in India. Today, Samsung

Electronics holds the top share of the world microwave oven

market with 24% market share. The Samsung microwaves after

various combinations to meet the needs of different customers-

microwave. A unique bio ceramic enamel cavity in the Samsung

microwave ovens, compared to the stainless steel cavity in other

brands, enables the Samsung microwave oven to retain much

more Vitamin C and F in the food during cooking, make faster

and more gentle cooking of food and enables easier cleaning.

Page 34: Samsung Marketing Research

THE SAMSUNG PHILOSOPHY

WE WILL DEVOTE OUR HUMAN RESOURCES AND TECHNOLOGY

TO CREATE SUPERIOR PRODUCTS AND SERVICES, THEREBY

CONTRIBUTING TO A BETTER GLOBAL SOCIETY.

DEVOTE HUMAN RESOURCES AND TECHNOLOGY:

By “human resources”, Samsung is referring to people who

recognize their duties as members of a global society, exert their

full potential and contribute to the betterment of society. By

“technology’, Samsung is not only referring to technology for

product development, but also to the technology for improving

the quality of life in general.

CREATE SUPERIOR PRODUCTS AND SERVICES:

To fully satisfy customer needs, Samsung will concert its efforts

to create superior products and services.

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CONTRIBUTE TO BETTER GLOBAL SOCIETY:

To provide people with a better quality of life, Samsung will give

back a portion of its profits to customers, society and the world

as a whole. As a global corporate citizen, Samsung recognizes

its responsibility to spare no effort to increase the prosperity of

society.

At Samsung, we believe in returning to the community some of

the profits we earn from it, through the social causes we

espouse. We view ourselves not as an MNC operating in India,

but as an ‘Indian Company’ operating here, conforming to the

laws of the country and committed to working for the Indian

community.

We want to be seen as the

‘Most Respected’ Indian Company.

Page 36: Samsung Marketing Research

CTV PRODUCT PROFILE

Samsung India Electronics Ltd. has a varied range of TV’s to

offer to the Indian Market. Few of the important among them

are listed as follows:

Samsung Color Television

Bio Series TV

CZ-14D8(14”)

36 cms

Hitron Circuitry

On/Off Timer

Child Lock

100 Program Memory

Zoom and Wide Modes

100W PMPO

Auto Sound Leveller

5 picture Modes

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Full Function Remote

Game Mode

Bilingual OSD

Samsung Color Television

Bio Series TV

CS-20D3(20”)

51 cms

Auto Kinetic Bias

Auto Search

Pal B/G Color System

5 Picture Mode

Digital Audio Vision

200W PMPO

Multiligual OSD

Channel Sorting

Blue Screen

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Channel Scan

100 Channels

Bio Series TV

CZ-20D8(20”)

51 cms

Hitron Circuitry

Glow Remote Control

150 W PMPO

200 Program Memory

Auto Sound Leveller

Game Mode

Child Lock

Bilingual OSD

Two Speakers

Euro/Multi Colour System

Auto Tunning on Remote

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Pickn choose

CS-21D8(21”)

53 cms

100 Program Memory

Full Function Remote

Child Lock

On/Off Timer

A/V Stereo

5 Picture Modes

Game Mode

200 W PMPO

Bilingual OSD

Hitron Circuitry

Zoom and Wide Modes

Auto Search Function

CS-21S7 (21”)

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53 cms

Plug and Play

4 Speakers

100 channels

Channel Naming

A2 Nicarn Stereo

800 W PMPO

Melody Sound (Power on/off)

Auto Kinetic Bias

Sleep Timer

5 Band Graphic Equalizer

Turbo Sound

Auto Sound Leveller

Transparent OSD

Curtain Effect

CZ-21E4(21”)

Page 41: Samsung Marketing Research

53 cms

Hitron Circuitry

5 picture Modes

140 W PMPO

200 Program Memory

Bilingual OSD

53 cms Picture Tube

FFST Screen Flatness

Channel Sorting

2 Speakers

Euro/Multi Colour System

Back A/V IN

Monitor Out

CZ-21S1(21”)

53cms

Zoom and Wide

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180W PMPO

On/Off Timer

Child Lock

Auto Search Function

Auto Sound Leveller

100 Program Memory

Hitron Circuitry

Bilingual OSD

5 Picture Modes

Game Mode

CS-25M6(25”)

64cms

Pure Flat TV

Glow Remote Control

Digital Noise Reduction

Color Tone 5 modes

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DVD Input

Auto Sound Leveller

A2 stereo

Turbo Sound

300W PMPO

64m Picture Tube

200 Program Memory

Game Mode

Multi System

Child Lock

Auto Tuning on Remote

Monitor Out

CS-29Z4(29”)

74cms

100 Hz natural scan

Pure Flat CRT

Page 44: Samsung Marketing Research

Dolby Pro Logic

2 Timer PIP (Picture in Picture)

Digital Comb Filter

Auto Kinetic Bias

450 W PMPO

DVD Input

VGA PC Input

74 cm Picture Tube

ADVERTISING SCENARIO OF

VARIOUS TELEVISION BRANDS

Samsung emphasizes more on its technology. LG, their

advertisement emphasis on health, which they consider as their

promotional strategy in order to attract the customer at various

level. SONY is consolidating on its international brand image.

PANASONIC has a comparison to show its color television as

superior with the rest of the brand. BPL emphasizes on its

various features trying to convey that its color Television is for

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all the Segments. Some of the leading Television brands have

been discussed below.

SAMSUNG

Punch line – “EVERYONE’S INVITED”

Their advertisement focuses more on the features, which is

present in their color television. Samsung’s latest compaigns

show about their technologically superior quality. Their ads

focus more on sound clarity and picture quality. They have a

wide range of television series such as Tantus, PLANO and Bio

televisions. Samsung is trying to capture the upper middle class

and the middle class. During the festive season they come up

with various schemes such as the SAMSUNG “PHOD KE DEKHO”

to attract the customers.

LG

Punch line – “EXPAND YOUR LIFE”

LG lays more emphasis on the goodness of health through their

advertisements to attract customers at various levels. Their ads

focus more on the eyes for a better viewing purpose. Their

Golden Eye television is a revolution in itself as no matter how

long you watch TV, your eyes simply won’t get strained. LG

Page 46: Samsung Marketing Research

caters to the middle and upper middle class and has a tough

competition from other leading brands.

BPL

Punch line – “BELIEVE IN THE BEST”

BPL advertisement focuses more on the features so that the

customer gets educated more about their color television. They

are trying to show that their color television is value for money.

Brand image of the company is there is the market on which

they are capitalizing. Free gifts are being given on the purchase

of their televisions in order to attract the customer. They are not

targetting any particular segment but trying to convey that their

colour television is affordable by the entire segment.

PHILIPS

Punch line – “LETS MAKE THINGS BETTER”

They are focussing on technology and the price. Their aim is to

target to all the segments providing customers with superior

technology at affordable price. Price strategy was shown in their

advertisement campaign to show that their color television are

affordable, middle class and the lower middle class can offerd

their color television. Comparison test was shown with

Page 47: Samsung Marketing Research

SAMSUNG and SONY into prove their color television

technologically superior. Their main aim is to put television

technology at the top and bring prices at the bottom.

Page 48: Samsung Marketing Research

VIDEOCON

Punch line – “BRING HOME THE LEADER”

They are trying to focus on the features especially sound output.

In their latest compaign of BAZOOMBA they are focussing on

sound output because sound is the most important feature a

customer actually goes for. They are targetting to the entire

segment. They are trying to show that their colour television is

affordable.

SONY

Punch Line “It’s A Sony”

International brand image is so strong that they need not say

anything besides it’s a Sony. Their prices are high basically

catering to the upper class and the upper middle class but due

to the strong international image their product are very popular

in the market. Their advertising is easy to understand by a

customer, which gives insight of their product. Trinitarian is the

technology given by Sony. They come out with various schemes

and discounts to here the middle class people.

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SANSUI

Punch Line “BETTER THAN THE BEST’

Sansui’s latest advertisement shows about their latest feature

the combine television. Though their advertisement they are

trying to convey that V.C.D., Television and A.C.D. is there is one

television so that the customer will get attracted towards their

color television. Through their advertisements they are trying to

convey that it is the latest technology which they are providing

while others are still using the outdated technology.

THOMSON

Punch line “HAPPY TECHNOLOGY”

Thomson advertisement focuses on technology. Their

advertisement cooping focuses on the various features, which

they are providing in color television. They are not targeting a

particular segment but those who are very keen about the

technology they should do for Thomson that is what their

advertisement is trying to convey.

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AIWA

Punch Line “ PURE PASSION”

AIWA colour television advertisement strategy is based

on skinning strategy. Rates are priced low in order to

capture the market. In most of their advertisement

campaigns they have shown low rates and exchange

offer in order to attract the customer. Exchange offer is

there to capture the middle class. Aiwa is a sister

concern of Sony and as far as their advertisements are

concerned, they haven’t mentioned about technology.

Page 51: Samsung Marketing Research

SAMSUNG SERVICE NETWORK

Samsung India has set up a widespread service network

comprising of 15 Gold ASC’s and over 550 authorized service

centers to support its increasing sales. Samsung is increasingly

utilizing the web and networking with the parent company to

better its service offer to its Indian customers.

All the Samsung Authorized Service centres having internet

access can log on the ASCNET and be in touch with the company

on real time basis. Samsung is the only company in consumer

electronics industry to have this system in place which

essentially translates into an entire service network being linked

through the net for day to day working.

With the successful implementation of ASC Net, the complete

supply chain process has been automated for service. Space

parts ordering is entire and the Authorized service centre can at

any point of time log onto the website and know the stock

position and the order status of the spares he is ordering. The

ASC Net is not just bringing efficiency to the company’s internal

service infrastructure, but the system is helping both the

company and the ASC’s in correct forecasting and timely

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delivery of spare parts, thereby reducing the inventory holding

costs of ASC’s and the company. Beyond its role of facilitating

more efficient supply chain management, the company plans to

apply state of the art web casting to the ASCNET this year. That

is use it as a tool for Distant learning with its ASC’s. The

company is sending technical bulletins, training material ;

service related manuals and other communication through the

web. The biggest advantage of ASC Net line in the faster and

easier communication that it facilitates, which enables the

company to service customers more efficiently. In fact, Samsung

was the first company to initiate a B2C initiative for service by

having on online call logging facility on its website

www.samsungindia.com

Page 53: Samsung Marketing Research

RESEARCH METHODOLOGY

I. Research instrument :

1. Visited the dealers across Delhi and gathered

information required by the questionnaire.

2. For employing strong base to the research I tried to

enquire the positions samsung CTV and her satisfied

they were with them if they were already selling them.

3. Final ranks were obtained by giving weightage to

individual ranks possessed by the dealers to make the

research more reliable.

II. Data Collection :

1. Primary Data has been used by me in the form of

questionnaire and observation which are the two basic

methods of collecting primary data which suffices all

research objective.

2. Secondary data sources like catalogue of the company,

product range book of the company and internet site

SamsungIndia.com have been used.

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III. Sampling technique:

For the purpose of the survey a random sample of 100

dealers was taken. The extent of this survey was limited to

the city of Delhi only.

IV. Area of study :

Daryaganj Patel Nagar

Connaught place Bali Nagar

Ashok Vihar Raja Garden

Azadpur Hari Nagar

Shalimar Bagh Vikaspuri

Model Town Uttam Nagar

Paschim Vihar Shakti Nagar

Najafgarh Sultan Puri

Nangloi Palam

Rohini Pitampura

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Karol Bagh Moti Nagar

Paharganj Karampura

Kamla Nagar

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LIMITATIONS

A small sample size of 100 dealers was considered due to

time and resource constraints.

The scope of the project is limited to the city of Delhi only. So

we cannot say that the same response will exist throughout

India.

Some of the dealers were not co-operating in giving correct

information even if they were selling Samsung CTV.

Human error during recording, tabulation and printing error

could be present.

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RECOMMENDATIONS

The dealers recommendations influence the buyer’s decision

to purchase a particular brand. So there is need for good

relationship with the dealer in terms of incentives provided by

the competitors, so that they might recommend Samsung

brand to the customer.

The promotional schemes attract the customer to buy a

particular brand. Therefore the company should come out

with new and innovative schemes so that volume can be

increased.

In Delhi market “Recommendation” plays a crucial role in the

sales of a CTV. So Samsung India Electronic limited should

stress on relationship marketing to retain its existing position.

To create brand image to build good relations with the

customer and to retain customer loyalty, Samsung India

Electronics Limited should ensure that their CTV are properly

installed and are delivered on time.

In the coming years competition will intensify more, so

companies will have to fight hard to woo the customers. Thus

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at the moment price will play a crucial role. So Samsung India

Electronics limited should set up more R & D centres in India

to facilitate price control. In other words, lower down its cost

of production.

Buyers are aware of market and ask for finance schemes due

to monetary constraints. So, the company should arrange for

easy finance facility to attract the customers.

Rural marketing can be done at a higher scale as the Urban

market is penetrated with many brands. A lot of people in the

rural areas are not even aware of the brand Samsung.

Markets in the rural area need to be captured at a higher

rate.

Advertisement of a brand name has a long-term effect on the

buyer’s mind. So company should try the approach of

constantly advertisement through TV, Newspapers and

Magazines etc. The advertising should be in such a manner

that it strikes to the mind of probable customer and change it

into a definite customer.

Packaging can be handier. Hand care can be provided so that

the customer is able to carry their television sets more handy

and with more comfort.

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To survive for the long run, company should offer better

product at a lesser price and a customer satisfaction

approach with keeping in mind weak areas like after sale

service and technological advancement.

Page 60: Samsung Marketing Research

SWOT ANALYSIS

STRENGTHS:

Company

1. A well-established brand name helps in promoting a new

range of products.

2. It is a multinational company based in South Korea, which is

considered to be a technologically advanced country with

advanced products to meet the requirement of the target

customers internationally.

3. A huge advertisement budget helps in brand Positioning and

recall .

4. A well-established sales subsidiaries and branch office

around the globe.

5. A high- tech R & D department for new products

development, situated at Seoul (South Korea).

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Product:

1. A wide range of product to meet the requirement of the

target customers.

2. The attractive promotional offers like :

a) Five year warranty

b) 0% finance scheme

c) Festival offers like the “Samsung Phod ke Dekho

Offer”.

3. Unique Features Like ;

a) Hitron Circuitry

b) On/off timer

c) Curtain effect

d) Bilingual OSD

WEAKNESS:

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Company:

1. Lack of production centers in India. It makes the product

costlier as most of the parts have to be imported.

2. Lack of R & D centers in India.

Product:

1. The Tantus and the Plano versions are comparatively costly

than the others.

2. Poor after sale service

OPPORTUNITIES:

With the fast changing economy the pricing strategy needs to be

tackled with care as it can decide upon long term decisions of

the company.

THREATS:

The nearest competitors (eg. LG, SONY, BPL, VIDEOCON, PHILIPS

etc) having the identical product range are the greatest threat to

the company.

Page 63: Samsung Marketing Research

FINDINGS

Samsung has a current market share of 11% and is expected

to reach 14% by 2003.

Among the 14” CTV, LG is the dominating brand in the market

whereas among 20” Videocon and BPL are the dominating

brands.

In the 21” category samsung is surely the market leader

followed closely by LG and BPL. In the 25” category Sony

surely is the leader.

In the 29” category Sony again captures the market but has

stiff competition from samsung, LG and BPL.

The No. of dealer surveyed felt that the brand samsung was

‘excellent’ was equaled by the number that felt it was a

‘satisfactory’ brand. However these sections form an

insignificant percentage of the total population.

In the coming years samsung has tough competition from some

of the leading brands such as LG, Sony, Videocon, BPL, Philips

and Onida.

Page 64: Samsung Marketing Research

14" COLOUR TELEVISION

(TOTAL No. OF UNIT SOLD)

SAMSUNG 5500

LG 5900

BPL 2540

VIDEOCON 3500

PHILIPS 2500

SANSUI 1800

ONIDA 800

BUSH 320

OSCAR 960

SHARP 400

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20" COLOUR TELEVISION

(TOTAL No. OF UNITS SOLD)

SAMSUNG 5500

LG 5800

BPL 6000

VIDEOCON 6500

PHILIPS 5200

SANSUI 3000

ONIDA 5800

BUSH 800

OSCAR 300

SHARP 280

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Page 68: Samsung Marketing Research

21" COLOUR TELEVISION

(TOTAL No. OF UNITS SOLD)

SAMSUNG 8000

LG 7200

BPL 6000

VIDEOCON 5800

PHILIPS 4600

SONY 5600

SANSUI 3500

ONIDA 4200

BUSH 1100

OSCAR 500

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SHARP 650

Page 70: Samsung Marketing Research

25" Colour television

(Total no. of units sold)

SAMSUNG 4200

LG 4000

BPL 3900

VIDEOCON 3700

PHILIPS 2500

SONY 4500

SANSUI 1500

ONIDA 1700

BUSH 200

OSCAR 100

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SHARP 400

Page 72: Samsung Marketing Research

29" COLOUR TELEVISION

(TOTAL No. OF UNITS SOLD)

SAMSUNG 2650

LG 3000

BPL 2800

VIDEOCON 1800

PHILIPS 1640

SONY 3680

SANSUI 1100

ONIDA 1400

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TOTAL No. OF BRANDS SOLD IN ALL CATEGORIES

SAMSUNG 25850

LG 26550

BPL 21240

VIDEOCON 21300

PHILIPS 16440

SONY 13780

SANSUI 10900

ONIDA 13900

BUSH 2420

OSCAR 1860

SHARP 1730

Page 75: Samsung Marketing Research

OPINION ABOUT SAMSUNG CTV

OPINION No. OF DEALERS PERCENTAGE

EXCELLENT 15 15

GOOD 60 60

N.A 1 1

SATISFACTORY 18 18

POOR 6 6

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TURNOVER PROFIT CTV Market Share

1996 138 0 6

1997 395 0 8

1998 540 5 9

1999 850 32 10.5

2000 1950 50 11

2001 2800 0

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CONCLUSION

Most of the dealers are selling more than the brand. They sell

different brands to gain more volume and more availability to

the customers. So dealer’s preference to push the particular

brand to the customer play the major role in the colour television

market. Dealer preference to sell that brand in which he gains

more profit and whose schemes are more beneficial and best

suited to him. A dealer also prefers the company, which provides

better after sale service. Along with these he will keep in mind

the product quality and technology while selling a CTV.

According to the dealers advertising and promotional schemes

i.e, exchange scheme offers and other Dhamaka like schemes

also effect the consumers willingness. Aggressive advertising put

into effect for a long time in the customers mind which influence

the people are TV, Newspapers and Magazines.

Consumers prefer a MNC brand due to the quality and technical

features. Consumer also judge after sale service availability

which purchasing a CTV.

Page 79: Samsung Marketing Research

DEALER QUESTIONNAIRE

Q 1. In which brands of colour television do you deal in? (Please

tick)

LG Videocon

BPL Samsung

Sony Onida

Philips Sansui

Q 2. How many units did you sell in last financial year? (In

number)

Q 3. What was the breakup (No. of units sold in each model) ?

CVT

14” Model

20” model

21” model

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25” model

29” model

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Q 4. What are the considerations in general while buying a T.V?

(Please rank then in the order of your preference)

Price Quality

Looks Features

Life After sales services

Q 5. Please mention the average quantity of colour television

sold in the last one year?

Brand Quantity in units

Lg

Videocon

Bpl

Samsung

Sony

Onida

Philips

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Sansui

Q 6. Which is the largest selling brand of colour television in

your outlet?

Q 7. What is your opinion about ‘Samsung’ TV

Excellent Good

Satisfactory Poor

N.A.

Thank you for your co-operation

Dealers’ Name :

Phone No. :

Address :

Page 83: Samsung Marketing Research

Bibliography

www.samsungindia.com

www.google.com

product catalogue and brochure

annual report of the company

business india

business world