SIVA SIVANI INSTITUTE OF MANAGEMENT (Approved by the All India Council for Technical Education) A Study On “Market mapping, positioning and the types of distribution for Philips home theatre system at the major counters in the city of Kolkata and its Suburban area.” Submitted in partial fulfillment of POST GRADUATE DIPLOMA IN MANAGEMENT (PGDM-MKTG.) Submitted by Aisik Sur (M2- 05) Under the guidance of Prof. Anil Kumar Mr. Tushar Das Faculty Senior Manager Siva Sivani Institute of Management. Consumer Life- Style (CLS) Philips India Ltd.
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SIVA SIVANI INSTITUTE OF MANAGEMENT (Approved by the All India
Council for Technical Education)
A StudyOn
“Market mapping, positioning and the types of distribution for Philips home theatre system at the major counters in the city of
Kolkata and its Suburban area.”
Submitted in partial fulfillment of
POST GRADUATE DIPLOMA IN MANAGEMENT (PGDM-MKTG.)
Submitted by Aisik Sur (M2-05)
Under the guidance of
Prof. Anil Kumar Mr. Tushar Das Faculty Senior Manager Siva Sivani Institute of Management. Consumer Life-
Style (CLS) Philips India Ltd.
1
CONTENTS
Acknowledgement.
Declaration.
Certificate.
List of Tables.
Chapter – 1.
Introduction
Introduction.
Scope of the study.
Significance of the Study.
Objectives of the study.
Literature Review.
Scheme of Dissertation.
Chapter – 2
Company Profile.
Industry Profile.
Chapter-3
Research Methodology
Introduction.
Research Design.
Sample Profile.
Tools and Methods of Data Collection.
Data Processing and Analysis.
Limitations.
2
Chapter 4
Data Analysis
To find out the market share for Philips home theatre system in Kolkata and its
suburban area.
To find out the positioning of Philips HTS in the dealers and the distributors mind.
To find out the visibility of Philips HTS in the major counters.
To find out the type of distribution the dealers and the distributors has.
To find out the likeliness of most of the customers while buying a particular home
theatre system.
Chapter-5
Interpretation and Findings
Chapter-6
Recommendations and Discussions
Chapter-7
Bibliography
Annexure
Questionnaire
3
ACKNOWLEDGEMENT
I take immense pleasure in partial completion of this summer training report and submitting
this interim project report.
Till now the summer training project with PHILIPS ELECTRONICS INDIA LTD. has
been full of learning and sense of contribution towards the organization. I would like to
thank PHILIPS ELECTRONICS INDIA LTD for giving me an opportunity of learning
and contributing through this project. I also take this opportunity to thank all those people
that made this experience a memorable one. A successful project can never be prepared by
the single efforts of the person to whom the project is assigned, but it also demand the help
and guardianship of some conversant person who help is actively or passively needed for
the completion of a successful project.
In this context as a student of SIVA SIVANI INSTITUTE OF MANAGEMENT,
Secunderabad, I would first of all like to express my gratitude to Mr. Tushar Das for
assigning me such a worthwhile topic “Market mapping, positioning and the types of
distribution for Philips home theatre system at the major counters in the city of
Kolkata and it’s Suburban area”. Working with Philips Ind. Ltd. (Mr. Tushar Das Sr.
Manager, Consumer Lifestyle) has been a source of inspiration through his constant
guidance, personal interest, encouragement and help. I convey my sincere thanks to him.
In spite of his busy schedule he always found time to guide me through the project. I am
also grateful to him for reposing confidence in my abilities and giving me the freedom to
work on my project. I convey a very special thanks to Mr. Arka Basu(Asst sales Manager)
for being there as a great motivator, a source of inspiration.
I extend my profound thanks to my college project guide Mr. Anil Kumar, faculty Siva
Sivani Institute Of Management.
I sincerely thank my parents and my friends for their encouragement and co-operation
during the course of my project
Place: Signature
Date: Aisik Sur
DECLARATION
I hereby declare that this project report titled “Market mapping, positioning and the
types of distribution for Philips home theatre system at the major counters in the
city of Kolkata and it’s Suburban area”, for Philips Electronics India Ltd. Is till now
an original work, carrying out under the guidance of Mr. Tushar Das for the partial
fulfillment of the requirements for the award of the POST GRADUATE DIPLOMA IN
MANAGEMENT ( Mktg.).
Aisik Sur (M2-05)
Final Year- PGDM (Mktg.)
5
CHAPTER – 1
(Introduction)
6
INTRODUCTION
The entire project work aims to build a market mapping and positioning of Philips’s Home
theatre system. And also to understand it’s market share in 5.1 Channel Home Theatre
System (HTS) in the major counters at the city of Kolkata and it’s suburban area. This
project gives an overview of what the consumers want in a home theatre system along with
their incurred cost, like the features and other things. And also it gives the overview of the
whole home theatre system market in Kolkata and its suburban area (market mapping)
along with it, it gives the idea of the type of billing system, that distributors and the retailers
want. This project helps to understand the positioning of HTS. Although a detailed study
has been done but only the brief of the study has been put in this paper and all the important
statistical data has been incorporated by using charts, bar diagrams etc to make it easily
understandable. All the latest statistics from most reliable sources have been included.
.
SCOPE OF THE STUDY
7
1) This study is helping Philips to discover a lot of unexplored area in Kolkata and it’s
suburban are.
2) The company is looking forward to tap those markets.
3) The study is also helping to understand the current market trend for Home theatre
systems.
4) The company has a chance to regain it’s lost brand image and reposition itself.
5) This study will be helping Philips in many ways, like: To identify their flaws and
deficiencies, their quality of service, the product’s quality comparing to the
competitors and also the spare parts availability.
SIGNIFICANCE OF THE STUDY
1) As a PGDM (Marketing ) student working with such a big brand name is a dream
come true for me.
2) I tried to understand their strategies and their tactics while operating the business.
3) I am in the growth stage of a learning curve, so I am trying to be professional and
learning the corporate culture.
4) Because I am representing my institute, Siva Sivani Institute Of Management, so
it’s mine responsibility to hold mine institute’s name high.
5) I hope that after completion of this project, it will create bondage between Siva
Sivani Institute Of Management and Philips.
6) So that in near future many student approaches to Philips for their summer training
programme well as at the time of final placement.
7) The raw market experience I am gaining, while working – it’s giving me an
immense exposure in terms of gaining knowledge and to understand the market.
8) At last I can say that, for me the significance of this project is extreme.
OBJECTIVES OF THE STUDY
8
General Objective:
To know the market mapping of Philips HTS comparing to the competitors.
Specific Objective:
To know the market share for Philips home theatre system in Kolkata and it’s suburban
area.
To know the positioning of Philips HTS in the dealers and the distributors mind.
To know the visibility oh Philips HTS in the major counters.
To know the type of distribution the dealers and the distributors has.
To know the likeliness of most of the customers while buying a particular home theatre
system.
LITERATURE REVIEW
It has been decided to accomplish the project work in a manner to make it as comprehensive
as possible .To make it comprehensive enough a through literature survey has been carried
out before starting working on the actual. The first part Literature survey has been given
so much importance that the. First part of the project work has been dedicated for that
purpose. It consists of studying in detail the current situation in the Indian consumer
electronics sector (more specifically about the Home theatre system segment).
The second part of this project work will consists of detailed market analysis Work on this
portion has just been started so it is actually in a very primitive Stage. Only a few words
have been written on this part. The final report will contain the detailed analysis as well as
a proposed model to be implemented in due course of time.
SCHEME OF DISSERTATION
9
Chapter: 1
It consists of the general introduction of the project. Following with the scope of the study,
means the scope from the company’s perspective. Next comes the significance of the
project. What did I understand and what are mine learning from this project we can
understand that from this portion. The next part is the objective of the project, the basic
purpose for doing this project to me. Following this comes the section of the literature
review. This states that , whether any previous work had been done on this topic or not,
where I sited some examples. And the last comes the scheme of dissertation.
Chapter: 2
This portion gives an overview of the whole Royal Philips as well as the Philips India Ltd.
Along with this comes the industry profile. Here the industry means the Home theatre
system industry. Its market in Kolkata, the number if competitors are operating, their
available models in the market along with Philips home theatre system. Next comes the
departmental details.
Chapter: 3
This chapter describes the types of research I did, as well as the methods of data collection,
means the procedure I followed while collecting the data’s. The number of sample I have
collected and the profile of the samples. At last the limitations I faced while conducting
mine project.
Chapter: 4
This chapter is the most important chapter in mine whole project. It will show that the
objective I took earlier whether I am meeting them or not? So the correct analysis of the
whole report is very important.
Chapter: 5
Here I interpreted the data and noted the findings.
Chapter: 6
10
This chapter is very important from a company’s point of view. Because here I gave the
suggestions and the recommendations the company is needed to grow their business more.
The experience I gained after roaming in the market and all mine understandings are
delivered here as a written format.
Chapter: 7
This chapter consists of the bibliography, annexure and the questionnaire.
Madan Mohan Fancy85 Stores 20, Lenin Sarani, Kol-1386 Sonnet Electronics 23/2, Lenin Sarani, Kol-1387 Ankur Electronics 8, Lenin Sarani, Kol-1388 Philips Music Corner 167 Lenin Sarani89 Summit Electronics 8, C.R.Avenue90 Harmony House 12E, Park Street, Kol-7191 Channel 9 Electronics 2, Lenin Sarani
Capital Chowringhee92 Pvt. Ltd 12, Jawharlal Neheru Road93 Digital World 46B, Rafi Ahmed Kidwai Road94 Raman Music House 4, Madan Street, Kol-7295 Music Corner 167, Dharmatala Street, (Opp Jyoti Cinema), Kol-7296 Sound Of Music 44A, Rafi Ahmed Kidwai Road
HOOGHLY97 Manik Akhanbazar, Chinsurah98 Electronica Tematha,Chandannagore99 Video Parlour Rathersarak, Chandannagore
Maruti Television103 Manufacturing Co Satyapirtala , Chandannagore104 Radio Emporium Town Guard Road, Ghorir More, Chinsurah105 The Electronic Palace 53/A/1/3, N.S. Avenue, Serammpore106 Sing Stores 23, B.P.Dey Street, Serampore107 Gopal Radio Clinic 55, B.P.Dey Street, Serampore108 Arun Radio Plaza 33, G.T. Road, Chandannagore109 T.V.Palace B.P.Dey Street, Serampore110 National Electronics Bandel111 Quality Electronics Bandel
NORTH 24-PARGANAS112 B.R.Roy and sons S.N. Banerjee Road, barrackpore113 Gramo Radio Sukanta sadan, Barrackpore114 Saha and Sons 14 no railgate, lalkuthi , barrackpore115 Sathi Traders sodepur
40
TOOLS & METHODS OF DATA COLLECTION
ASSUMPTIONS:-1. It has been assumed that sample of 100 respondents represents the whole population
(dealers and the distributors).
2. The information given by the dealers is unbiased
SAMPLING METHODS: -
A sample is the representative of the population which will predict the behavior of the
whole universe.
a. The sampling size put under two categories: Probability sampling and non
probability sampling.
Probability sampling:-This is the process of selecting the elements or group of elements from as well defined
population by such procedure which gives every element in the population an equal chance
of being selected for observation. The sampling method use for this survey is the area
sampling which is a sub type of probability sampling. Many of the counters name I didn’t
know, so I tried to visit almost every shops in a particular market including the big counters
along with the small sub dealers. So mine data collection type was some what a mix of
probability and non-probability sampling method.
Sampling size:-
Large sample gives reliable result than small sample. However, it is not feasible to target
entire population (there are more than 400 shops in the city of Kolkata and it’s suburban
area, so it’s not possible to visit every counter) or even a substantial portion to achieve a
reliable result. So, in this aspect selecting the sample to study is known as sample size.
Hence, for my project my sample size is 100.The Sample Size of 100 is not enough to draw
a conclusion but as per the time assigned it was difficult to take a sample size more than
41
100.The Sample Size consist of 100 dealers and the distributors from the city of Kolkata
and it’s suburban area.
LIMITATIONS:-
Every work has its own limitation. Limitations are extent to which the process should not
exceed. Limitations of this project are:-
1. Duration of Project is not enough to make a conclusion on such a vast subject time
Constraint has become a big limitation.
2. The Sample Size being taken for drawing a conclusion was too small to get an
accurate result.
3. Changing the Mentality of people for buying a branded Home Theatre System is
also a constraint.
4. Difficulty in convincing the dealers to find the proper information.
5. It is a sheer challenge in getting an appointment with the dealers.
6. Some time, I had to talk with the in shop demonstrators or the ISD, many of them
lack proper product knowledge.
7. The dealers were unwilling to share there counter details to a surveyor.
8. Some of the dealers have some problem with the Philips Company itself, so they
gave some fake and improper information.
42
CHAPTER – 4
(Data Analysis and Interpretation)
43
From the data collected through the questionnaire, observation made during the personal
visits the data revealed following information:-
NORTH KOLKATA
Total number of major Consumer Electronics Outlet visited – 11
Data for Home Theatre System in that zone.
TO FIND OUT THE MARKET SHARE OF PHILIPS HTS IN THE
NORTH KOLKATA:-
BRAND NOS SOLD/MONTH
SONY 43
PHILIPS 68
SAMSUNG 3
LG 4
VIDEOCON 0
OTHERS 38
TOTAL 156
44
QUESTIONARE
Name of the dealer- ……………………………………. Contact No & Address: ………………………………….
24%
VIDEOCON
SONY
PHILIPS
SAMSUNG LG
VIDEOCON
OTHERS
30
80
70
60
50
40 Series168
20
10
0
28% SONY
PHILIPS
SAMSUNG
LG44%
OTHERS
2%
2%
MARKET SHARE FOR PHILIPS – 43%.
So we can se clearly that comparing to Philips Sony’s market share is only 28%.
45
TO FIND OUT THE POSITIONING OF PHILIPS HTS IN THE DEALERS
AND THE DISTRIBUTORS MIND:-
EXCELLENT PRODUCT 0
GOOD PRODUCT 5
AVERAGE PRODUCT 5
BELOW AVERAGE PRODUCT 1
9%
EXCELLENT
46% GOOD
AVERAGE45%
BELOW AVERAGE
46% OF THE DEALERS THINK THAT PHILIPS IS A GOOD PRODUCT.
The perception for Philips HTS to most of the dealers in north Kolkata is almost 50:50.
46% of the dealers think that it’s an average product.
46
TO FIND OUT THE VISIBILITY OF PHILIPS HTS IN THE MAJOR
COUNTERS:-
This is the data for the visibility of Philips HTS. Out of 11 shops a total of 25 HTS was
there in the display. Of them 7 was from Philips.
BRANDS DISPLAYED IN THE SHOPS
SONY 8
PHILIPS 7
SAMSUNG 0
LG 2
OTHERS 8
TOTAL 25
Comparative analysis of brands in the display.
32% SONY
PHILIPS
32% SAMSUNG
28% LG
8%OTHERS
0%
THE PERCENTAGE OF THE PHILIPS HTS DISPLAYED IN THE 11 MAJOR COUNTERS IS 28%.
In case of display the majority is in Sony’s hand. 32%of the dealers think that displaying
Sony brand while definitely boost their sale.
47
TO FIND OUT THE TYPES OF DISTRIBUTION THE DEALERS AND THE DISTRIBUTORS HAS:-
These are data’s showing the various types of distribution have in those major 11
counters in North Kolkata.
BRANDS TYPES OF DISTRIBUTION
DIRECT DISTRIBUTOR
SONY 1 6
PHILIPS 2 8
SAMSUNG 0 1
LG 0 1
OTHERS 0 6
Types of distribution for the various brands.
9
8
7
65 DIRECT
4 DISTRIBUTOR
3
2
1
0PHILIPS SONY SAMSUNG LG OTHERS
OUT OF 11 COUNTERS 2 COUNTERS HAS DIRECT AND 8 COUNTERS HAS THEIR BILLING SYSTEM THROUGH DISTRIBUTORS FOR PHILIPS.
Comparing to Sony Philips has more direct and through distributor billing system.
48
TO FIND OUT THE LIKELINESS OF MOST OF THE CUSTOMERS WHILE BUYING A PARTICULAR HTS:-
These are the data’s showing the latest trends the customers follow while buying a HTS.
FEATURES NOS OF CUSTOMERS
DIVX, USB, HDMI 3
LOOKS 1
MORE SOUND OUTPUT 5
LOWER PRICE 2
Customer preferences while buying a HTS.
6
5
4
3 NOS OF CUSTOMERS
2
1
0DIVX, USB, LOOKS MORE SOUND LOWER PRICE
HDMI OUTPUT
Customer preferences while buying a HTS.
18% DIVX, USB, HDMI27% LOOKS
46% MORE SOUND OUTPUT
9% LOWER PRICE
46% OF THE CUSTOMERS LIKES MORE SOUND OUTPUT.In North Kolkata majority goes for MSO. The 2nd preference for customer is
features.
Very less people bother about the price .Looks comes 3rd.
49
205
55
LG
SOUTH KOLKATA
Out of 52 listed shops (given in the list earlier) I have chosen 40 major shops from South
Kolkata, these 40 major shops data’s are more important, because here Sony and Philips
both were sold by the dealers.
BRANDS NOS SOLD PER MONTHSONY 228
PHILIPS 205SAMSUNG 55
LG 26OTHERS 86
TOTAL = 600
Total Sale of Philips HTS in SouthKolkata.
250 228
200
150
NOS SOLD PER
100 86
MONTH
50 26
0
Counter Share for Philips HTS.
MARKET SHARE FOR
SONY38% PHILIPS
PHILIPS HTS IS 34%15% SAMSUNG
34%
4% OTHERS
9%
50
DISTRIBUTOR8
TO FIND OUT THE TYPES OF DISTRIBUTION THE DEALERS AND THE DISTRIBUTORS HAS:-
BRANDS TYPES OF DISTRIBUTION
DIRECT DISTRIBUTOR
SONY 17 14
PHILIPS 14 19
SAMSUNG 7 11
LG 4 6
OTHERS 2 16
Types of Distribution for the various brands.
20181614
12 DIRECT
10
6420
OUT OF 40 SHOPS 14 OF THEM HAS DIRECT BILLIND SYSTEM AND 19 OF THEM HAS THEIR BILLING SYSTEM THROUGH DISTRIBUTORS.
Here in South Kolkata because of Sony has a more direct billing system so it has more sale. And its market share is also high comparing to Philips.
51
BELOW AVERAGE
TO FIND OUT THE POSITIONING OF PHILIPS HTS IN THE DEALERS
AND THE DISTRIBUTORS MIND:-
EXCELLENT PRODUCT 2
GOOD PRODUCT 23
AVERAGE PRODUCT 11
BELOW AVERAGE PRODUCT 0
Positioning of Philips HTS .
64% EXCELLENT PRODUCT
GOOD PRODUCT
31% AVERAGE PRODUCT
5%
0% PRODUCT
63% OF THE DEALERS THINK THAT PHILIPS HTS IS A GOOD PRODUCT.
Here in South Kolkata the perception for Philips HTS is satisfactory. 63% thinks that it’sa good product.
52
SAMSUNG
TO FIND OUT THE VISIBILITY OF PHILIPS HTS IN THE MAJOR
COUNTERS:-
BRANDS DISPLAYED IN THE SHOPS
SONY 28
PHILIPS 46
SAMSUNG 14
LG 3
OTHERS 13
TOTAL 104
Comparative analysis of brands displayed in the shops.
SONY
13%PHILIPS
27%
44% LG
OTHERS
THE PERCENTAGE OF THE PHILIPS HTS DISPLAYED IN THE 40 MAJOR COUNTERS IS 44%.
Here dealers like more in displaying Philips HTS comparing to Sony. Only 27% of SonyHTS are in display comparing to Philips’s 44%.
53
LOOKS
LOWER PRICE
MORE SOUND OUTPUT
LOWER PRICE
TO FIND OUT THE LIKELINESS OF MOST OF THE CUSTOMERS WHILE BUYING A PARTICULAR HTS:-
These are the data’s showing the latest trends the customers follow while buying a HTS.
FEATURES NOS OF CUSTOMERS
DIVX, USB, HDMI 6
LOOKS 4
MORE SOUND OUTPUT 23
LOWER PRICE 7
25 23
20
DIVX, USB, HDMI15
MORE SOUND OUTPUT
10
5
0NOS OF CUSTOMERS
Customer preferences while buying a HTS.
10%DIVX
, USB, HDMI
15% LOOKS57%
18%
57% OF THE CUSTOMERS LIKES MORE SOUND OUTPUT.
In South Kolkata also people gives preferences towards MSO before buying a particular
HTS. Very less percentage of people goes for looks.
54
SONY
10
LG
EAST KOLKATATotal number of major Consumer Electronics counters visited = 12
TO FIND OUT THE MARKET SHARE OF PHILIPS HTS IN THE EAST
KOLKATA:-
BRANDS NOS SOLD PER MONTHSONY 47
PHILIPS 42SAMSUNG 10
LG 20OTHERS 5
TOTAL 124
Total sale of HTS for Philips in East Kolkata
50 4745 42
403530 PHILIPS
25 SAMSUNG
20 LG
15 OTHERS
50
SONY PHILIPS SAMSUNG LG OTHERS
Counter Share for Philips HTS in East Kolkata.
SONY, 38%SONY
PHILIPS
SAMSUNGPHILIPS, 34%
OTHERS
MARKET SHARE FOR PHILIPS HTS IS 34%.WHERE AS Sony HAS A MARKET SHARE OF 38%.
55
AVERAGE PRODUCT
TO FIND OUT THE POSITIONING OF PHILIPS HTS IN THE DEALERS
AND THE DISTRIBUTORS MIND:-
EXCELLENT PRODUCT 0
GOOD PRODUCT 5
AVERAGE PRODUCT 6
BELOW AVERAGE PRODUCT 0
Positioning of Philips HTS.
EXCELLENT PRODUCT
45% GOOD
PRODUCT
55%
BELOW AVERAGE PRODUCT
45% OF THE DEALERS THINK THAT PHILIPS HTS IS A GOOD PRODUCT.
In East Kolkata 55% of the dealers think that Philips HTS is a average product comparing to the competitor brands which they are selling. Only 45% of them think that it’s a good product.
56
SONY
10%20% SAMSUNG
LG20%
TO FIND OUT THE VISIBILITY OF PHILIPS HTS IN THE MAJOR
COUNTERS:-
BRANDS DISPLAYED IN THE SHOPS
SONY 4
PHILIPS 8
SAMSUNG 2
LG 4
OTHERS 2
TOTAL 20
Comparative analysis of brands displayed in the shops ofEast Kolkata.
PHILIPS40%
SONY SAMSUNG
PHILIPS
LG
OTHERS
OTHERS10%
THE PERCENTAGE OF THE PHILIPS HTS DISPLAYED IN THE 12 MAJOR COUNTERS IS 40%.
40% of the East Kolkata shops owners like to display Philips HTS. Whereas only 20% of
them displays Sony. But here dealers like to display LG also. 20% of the dealers display
LG products in their shop. Samsung is only 10%.
57
DISTRIBUTOR3
TO FIND OUT THE TYPES OF DISTRIBUTION THE DEALERS AND THE
DISTRIBUTORS HAS:-
BRANDS TYPES OF DISTRIBUTION
DIRECT DISTRIBUTOR
SONY 7 4
PHILIPS 5 5
SAMSUNG 1 4
LG 2 6
OTHERS 0 5
Types of Billing system the dealers and the distributors has in East Kolkata.
8 776 5 55 4 DIRECT4
210
OUT OF 12 SHOPS 5 OF THEM HAS DIRECT BILLIND SYSTEM AND 5 OF THEM HAS THEIR BILLING SYSTEM THROUGH DISTRIBUTORS.
In east Kolkata Sony has more market share than Philips. So it has more nos of direct billing system present than Philips. And the other brand has their billing system done by mostly through the distributors.
58
4
67%
17%8%
TO FIND OUT THE LIKELINESS OF MOST OF THE CUSTOMERS WHILE BUYING A PARTICULAR HTS:-
These are the data’s showing the latest trends the customers follow while buying a HTS.
FEATURES NOS OF CUSTOMERS
DIVX, USB, HDMI 6
LOOKS 4
MORE SOUND OUTPUT 23
LOWER PRICE 7
NOS OF CUSTOMERS
98765 NOS
OF CUSTOMERS
3210
DIVX, USB, LOOKS MORE LOWER HDMI SOUND PRICE
OUTPUT
Customer preferences while biying a HTS.
DIVX, USB, HDMI
LOOKS
MORE SOUND8% OUTPUT
LOWER PRICE
67% OF THE CUSTOMERS LIKES MORE SOUND OUTPUT.Similar like South Kolkata. People searches for HTS which has a more wattage.
59
SONY
PHILIPS
162
CENTRAL KOLKATATotal number of major Consumer Electronics counters visited = 17
TO FIND OUT THE MARKET SHARE OF PHILIPS HTS IN THE CENTRAL
KOLKATA:-
BRANDS NOS SOLD PER MONTHSONY 73
PHILIPS 162SAMSUNG 11
LG 2OTHERS 191TOTAL 439
Total average sales for Philips HTS in the shops of
Central Kolkata
250
200 191
PHILIPS
150 SAMSUNG
100 73 LG
50 OTHERS
110
SONY PHILIPS SAMSUNG LG OTHERS
Counter share for Philips HTS in Central Kolkata.
37%
SONY17%
SAMSUNG
44% LG
OTHERS
MARKET SHARE FOR PHILIPS HTS – 37%
60
69%
BELOW AVERAGE
TO FIND OUT THE POSITIONING OF PHILIPS HTS IN THE DEALERS
AND THE DISTRIBUTORS MIND:-
EXCELLENT PRODUCT 0
GOOD PRODUCT 4
AVERAGE PRODUCT 9
BELOW AVERAGE PRODUCT 0
Positioning of Philips HTS.
EXCELLENT PRODUCT
GOOD PRODUCT
AVERAGE PRODUCT
31%
PRODUCT
31% OF THE DEALERS THINK THAT PHILIPS HTS IS A GOOD PRODUCT.
69% of the dealers think that Philips HTS is a average product. Very less people thinks
that it’s a good product, only 31%.
61
PHILIPS
25%
TO FIND OUT THE VISIBILITY OF PHILIPS HTS IN THE MAJOR
COUNTERS:-
BRANDS DISPLAYED IN THE SHOPS
SONY 10
PHILIPS 19
SAMSUNG 4
LG 0
OTHERS 11
TOTAL 44
Comparative analysis of brands displayed in the shops of Central Kolkata
SONY
43%
SAMSUNG
23% LG
OTHERS
THE PERCENTAGE OF THE PHILIPS HTS DISPLAYED IN THE 17 MAJOR COUNTERS CENTRAL KOLKATA IS 43%.
In central Kolkata 43% of the dealers like to display Philips HTS in their shops. After that the major HTS they displays are the local players like, santosh, perx, oscar, Logitech, frontech, etc. only 23% of the total displays are from Sony’s.
62
TO FIND OUT THE TYPES OF DISTRIBUTION THE DEALERS AND THE DISTRIBUTORS HAS:-
BRANDS TYPES OF DISTRIBUTION
DIRECT DISTRIBUTOR
SONY 6 3
PHILIPS 5 7
SAMSUNG 2 4
LG 0 2
OTHERS 0 5
Types of billing system the dealers and the distributors has in Central Kolkata.
8
7
6
5 DIRECT
4
DISTRIBUTOR
3
2
1
0SONY PHILIPS SAMSUNG LG OTHERS
OUT OF 17 SHOPS 5 OF THEM HAS DIRECT BILLIND SYSTEM AND 7 OF THEM HAS THEIR BILLING SYSTEM THROUGH DISTRIBUTORS.Though Sony has more nos of direct billing distributors but Philips has more nos of
dealers whose billing system done by distributors.
63
LOWER PRICE
TO FIND OUT THE LIKELINESS OF MOST OF THE CUSTOMERS WHILE BUYING A PARTICULAR HTS:-
These are the data’s showing the latest trends the customers follow while buying a HTS.
FEATURES NOS OF CUSTOMERSDIVX, USB, HDMI 2
LOOKS 1
MORE SOUND OUTPUT 11
LOWER PRICE 3
NOS OF CUSTOMERS
12
10
8
6
NOS OF CUSTOMERS
4
2
0DIVX, USB, LOOKS MORE LOWER
HDMI SOUND PRICEOUTPUT
Customer preferences while buying a HTS.
65% DIVX, USB, HDMI
LOOKS
MORE SOUND OUTPUT
12% 17%
6%
The first preference while buying a HTS goes to MSO (64%).
64% CUSTOMER GIVE PREFERENCE TOWARDS MORE SOUND OUTPUT.
64
40 PER MONTH33
SUBURBAN KOLKATA
The suburban Kolkata consist of North 24- Parganas, Howrah, Hooghly and South 24-
Parganas. From these districts I have visited counters from Hooghly, South 24-parganas
and North 24-Parganas. In this huge area, very few big counters are available, which kept
branded HTS.
TO FIND OUT THE MARKET SHARE OF PHILIPS HTS IN THE
SUBURNAN KOLKATA:-
Total number of consumer electronic outlet visited in Suburban area – 20.
BRANDS NOS SOLD PER MONTH
SONY 25
PHILIPS 33
SAMSUNG 3
LG 15
OTHERS 68
TOTAL 144
Avg sell for HTS in suburban area per month.
8070 68
60
50NOS SOLD
30 25
20
10
0SONY PHILIPS SAMSUNG LG OTHERS
65
23% 2%
Counter share for Philips HTS.
SONY
PHILIPS17% 11%
SAMSUNG
LG
47% OTHERS
THE TOTAL MARKET SHARE FOR PHILIPS HTS IN KOLKATA SUBURBAN AREA IS – 23%
The majority of the market is captured by the local players, 48%. Philips occupies only
23% of the total market in suburban area. Then comes Sony, which covers only a handful
of 17% market.
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57%
43%
BELOW
AVERA
GE
TO FIND OUT THE POSITIONING OF PHILIPS HTS IN THE DEALERS
AND THE DISTRIBUTORS MIND:-
EXCELLENT PRODUCT 0
GOOD PRODUCT 8
AVERAGE PRODUCT 6
BELOW AVERAGE PRODUCT 0
Positioning of Philips HTS.
EXCELLENT PRODUCT
GOOD PRODUCT
0% AVERAGE PRODUCT
0%
PRODUCT
57% OF THE DEALERS IN SUBURBAN AREA THINKS THAT PHILIPS HTS IS A GOOD PRODUCT.
57% of the suburban dealers think that Philips HTS is a good product, whereas 43%
thinks that it’s a average product.
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SONY
14%
5% 29%
TO FIND OUT THE VISIBILITY OF PHILIPS HTS IN THE MAJOR
COUNTERS OF SUBURBAN AREA:-
BRANDS DISPLAYED IN THE SHOPS
SONY 3
PHILIPS 6
SAMSUNG 0
LG 1
OTHERS 11
TOTAL 21
Comparative analysis of brands displayed in the major countres of Kolkata suburban.
52%
PHILIPS
SAMSUNG
LG
0% OTHERS
THE PERCENTAGE OF THE PHILIPS HTS DISPLAYED IN THE 20 MAJOR COUNTERS IN KOLKATA SUBURBAN AREA IS 29%.
The 1st position is taken by the local players here, 52%. Then comes Philips with 29%.
The amount of Sony HTS displayed in the shops are only 14%.
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6 DISTRIBUTOR
TO FIND OUT THE TYPES OF DISTRIBUTION THE DEALERS AND THE DISTRIBUTORS HAS:-
BRANDS TYPES OF DISTRIBUTION
DIRECT DISTRIBUTOR
SONY 2 10
PHILIPS 4 14
SAMSUNG 0 2
LG 0 7
OTHERS 0 17
The types of billing system the dealers and the distributors has in Kolkata suburban.
18161412 DIRECT10
8
420
SONY PHILIPS SAMSUNG LG OTHERS
OUT OF 20 SHOPS IN KOLKATA SUBURBAN 2 OF THEM HAS DIRECT BILLING SYSTEM AND 14 OF THEM HAS THEIR BILLING SYSTEM THROUGH DISTRIBUTORS FOR PHILIPS.
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15%
TO FIND OUT THE LIKELINESS OF MOST OF THE CUSTOMERS WHILE BUYING A PARTICULAR HTS:-
These are the data’s showing the latest trends the customers follow while buying a HTS.
FEATURES NOS OF CUSTOMERS
DIVX, USB, HDMI 3
LOOKS 0
MORE SOUND OUTPUT 6
LOWER PRICE 11
NOS OF CUSTOMERS
12
10
8
6 NOS OF CUSTOMERS
4
2
0DIVX, USB, LOOKS MORE LOWER
HDMI SOUND PRICEOUTPUT
Customer preferences while buying a HTS .
0%
30% DIVX, USB, HDMI
LOOKS
MORE SOUND55% OUTPUT
LOWER PRICE
55% OF THE CUSTOMERS WANTS LOWER PRICE FOR HTS.In suburban area 55% of the customers give 1st preference to LP.
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CHAPTER – 5
(Findings)
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FINDINGS
1) MARKET SHARE:
In North Kolkata Phillips is holding the 1st position in HTS segment with a counter
share of 43%.
In South Kolkata with 34% of total market share Philips is holding the 2nd position.
Whereas Sony is leading the market with the market share of 39%.
In East Kolkata Philips is again in the 2nd position with a market share of 34%. Here
also Sony is the market leader with a market share of 38%.
In Central Kolkata Philips is taking the 1st position with a market share of 37%
comparing to Sony, who has a market share of 17% only.
In Kolkata suburban Philips market share is only 23%, where as Sony has a market
share of 17% only. The major market has captured by the local players (48%).
2) POSITIONING:
46% of the dealers in North Kolkata think that Philips HTS is a good product.
63% of the dealers in South Kolkata think that Philips HTS is a good product.
55% of the dealers in East Kolkata think that Philips HTS is an average product.
69% of the dealers in Central Kolkata think that Philips HTS is an average product.
53% of the dealers in Suburban Kolkata think that Philips HTS is a good product.
3) VISIBILITY:-
In North Kolkata with 28% visibility in the shops, Philips HTS is in 2nd position
comparing to Sony HTS, whose visibility is 32% in the major counters of North
Kolkata.
In South Kolkata with 44% visibility in the shops, Philips HTS is in 1st position
comparing to Sony HTS, whose visibility is 27% in the major counters of South
Kolkata.
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In East Kolkata with 40% visibility in the shops, Philips HTS is in 1st position
comparing to Sony HTS, whose visibility is 20% in the major counters of East
Kolkata.
In Central Kolkata with 43% visibility in the shops, Philips HTS is in 1st position
comparing to Sony HTS, whose visibility is 23% in the major counters of Central
Kolkata.
In Suburban Kolkata with 29% visibility in the shops, Philips HTS is in 1st position
comparing to Sony HTS, whose visibility is 14% in the major counters of Suburban
Kolkata.
4) DISTRIBUTION:
The types of distribution are totally understandable by knowing that particular zones
market share of that company. Where the market share is high obviously there would
be more nos of direct and indirect billing system for that company with the dealers
and the distributors (reference from the chart).
5) CUSTOMER PREFERENCES WHILE BUYING A HTS:-
In North Kolkata 46% of the customer gives 1st preference to More Sound Output
(MSO) while buying a particular HTS.
In South Kolkata 57% of the customer gives 1st preference to More Sound Output
(MSO) while buying a particular HTS.
In East Kolkata 67% of the customer gives 1st preference to More Sound Output
(MSO) while buying a particular HTS.
In Central Kolkata 64% of the customer gives 1st preference to More Sound Output
(MSO) while buying a particular HTS.
In Suburban Kolkata 55% of the customer gives 1st preference to Lower Price (LP)
while buying a particular HTS.
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CHAPTER – 6 (Recommendations
and Discussions)
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RECOMMENDATIONS AND DISCUSSIONS
PROBLEMS:-
The major problem Phillips is facing regarding their very poor “After Sale Service”.
The dealers as well as the customers are complaining about Phillips’s ASS.
“Consumer awareness” is very less for Phillips product. Customer doesn’t know that
whether Phillips has that particular product or not.
“Pulsing” advertisement technique doesn’t helping Philips at all. Dealers as well as
the customer want more advertisement from Phillips. Because Phillips’s competitors
are more aware about giving advertisement and getting the customer.
When it comes about the “Quality”, customers, as well as the dealers are often
complaining about Phillips HTS3010 (entry level model), because it has less sound
output comparing to the Sony’s entry level model DAVDZ-20.
There is another complain the “in- shop demonstrators” are making that, in a price
segment of 12990/- Phillips HTS3105/07 is not giving the HDMI cable free of cost.
So the customer has to pay 1000/- bucks more to get that cable. Whereas Sony’s
DAV-DZ151KB and DAV-DZ150KB giving that HDMI cable free of cost. And off
course its sound output is more than Phillips. So the dealers and the ISP s are unable
to push Phillip’s product to the customers. Customers are taking Sony’s product in
home.
Another major drawback for Phillips is they lack proper “knowledgeable
demonstrator”, means those demonstrator who can go to the customer’s home and set
the product and convey important information about that product.
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“Unbalanced supply” is another major problem for Phillips. Dealers often complain
about their improper supply.
RECOMMENDATIONS:-
Though Phillips is giving best “Landing” to the dealers, that’s why they are been
able to push their product, but still Phillips can start a “Commission System” to
the dealers and the distributors.
This “Commission System” is- The major dealers and the distributors to whom
Phillips is making direct billing they can offer those distributors some extra
commission. Means push those distributors a bit extra so that they refer those sub
dealers to take Phillips in a certain amount, against it they will be getting a
healthy commission from the company itself.
Phillips has to give more advertisement to gain the consumer awareness.
“After sale service” has to be in a proper and methodical way. And ASS has to
prompt.
In that 12990/- segment Phillips has to give the HDMI cable free to compete with
Sony.
There is some problem lies with some of the dealers and the company itself.
Those dealers are some of the major dealers in Kolkata. So if the company can
patch up with those dealers then they can push their product to them, and can
always expect some extra sale.
Comparing to sound quality with Sony, Phillips is more “Vocal based”, where as
Sony is more “bass based”. But now a day’s customer wants the bass effect more,
so that’s why company is unable to overcome Sony in some region.
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Phillips can arrange some session for the ISP’s to test their product knowledge.
Otherwise some of the ISP’s are unable to manage some high profile customers.
If Phillips can reduce their price below 6500/- they will be the nos 1 brand in
home theatre system in all over West Bengal. Because there is a huge market is
lying in that price sector. A large no of local players are operating in that circle.
But if Phillips can reduce their price then they can tap that market definitely,
8) Which one of the following marketing communication activities done by Philips you are happy with?
Brand Corner Advertisement Sales promotion
In shop demonstration
Others
9) For what reason you want to sell home theaters?
MarginAfter sales serviceBrand PullOthers
10) What are the features in the entry level segment in home theatre system customer wants?
DivxUSB – port
HDMI Others
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11) What are the things customer gives preference while buying a particular HTS?Lower priceAdded features like USB/ Divx / HDMI LooksMore sound outputOthers