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MARKET SURVEY REPORT ON SAMSUNG ELECTRONICS SUBMITTED IN PARTIAL FULFILMENT FOR THE REQUIREMENTS FOR THE AWARD OF THE DEGREE OF MASTER IN BUSINESS ADMINISTRATION Submitted to: Submitted by: Lec. ASWANI MALHOTRA NITIN RANA ASBM MBA 4TH AEMB0086B/09 DEPART MENT OF MANAGE MENT ARNI SCHOOL OF BUSINE SS MANAGE MENT (ARNI UNIVER SITY)
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Page 1: Survey Report of Samsung Electronics Final

MARKET SURVEY REPORT

ON

SAMSUNG ELECTRONICS

SUBMITTED IN PARTIAL FULFILMENT FOR THE REQUIREMENTS

FOR THE AWARD OF THE DEGREE OF

MASTER IN BUSINESS ADMINISTRATION

Submitted to: Submitted by:

Lec. ASWANI MALHOTRA NITIN RANA ASBM MBA 4TH

AEMB0086B/09

DEPARTMENT OF MANAGEMENT ARNI SCHOOL OF BUSINESS MANAGEMENT

(ARNI UNIVERSITY)

Page 2: Survey Report of Samsung Electronics Final

DECLARATION

I Nitin Rana Roll No.ID AEMB0086B/09 M.B.A. Final year (4th semester) of Arni School of Business Management hereby declare that the final project report entitled “Market Survey Report On Samsung Electronics” is an original work and the same has not been submitted to any other University/Organization for the award of any other degree. A seminar presentation of the project Report was made on by me only and the suggestions as approved by the faculty were duly incorporated.

Signature of the Candidate Presentation In charge (Faculty)

CountersignedDirector/Dean/Coordinator

Seal

Page 3: Survey Report of Samsung Electronics Final

PREFACE

Practical training is an important part of management courses.

Theoretical studies are not sufficient to get into corporate world and

understand the complexities of large-scale organizations.

Practical training exposes us to real practices of management in the

organization. It also exposes students to the treasures of experience,

knowledge and learning which prerequisites of making a successful

career are.

I deem it privilege to have undergone this project. I acknowledge

that the practical training that I got from this cannot be gained

otherwise. I found my project very interesting and challenging.

(NITIN RANA)

Page 4: Survey Report of Samsung Electronics Final

CERTIFICATE

It is certified the project work entitled “ Market Survey

Report On Samsung Electronics” done by Nitin Rana to

be submitted to ABSM in Partial fulfillment of the requirement

of the award of the degree of MASTER OF BUSINESS

ADMINISTRATION (MARKETING) has been carried out

under my guidance and supervision.

PROJECT GUIDE

Mr. Ashwani Malhotra Lect. ABSM

Page 5: Survey Report of Samsung Electronics Final

ACKNOWLEDGEMENT

My efforts to conduct survey on SAMSUNG INDIA’S counter display and product image etc. could have gone in vain if blessing of my project manager Mr.Aswani Malhotra Were not with me. I could put my best even in far flung areas of Kangra and Chamba districts due to encouragement and continuous guidance of my teachers, seniors and classmates for each and every aspect of survey. I congratulate all the concerned dealers of SAMSUNG INDIA for their excellent support in compiling and bring out needed data/information which was authenticated, easy to understand and ready to apply. They (dealers) extend all possible cooperation to provide available references, systematic and step wise solutions to various problems being faced by them. Updated information’s regarding competitors, constructive suggestions for future improvements are gratefully acknowledged.

Last but not the least I thank all those consumers of brand SAMSUNG INDIA who facilitate me by telling threats, weakness and opportunities of various products without any hesitations and offer solutions to improve product range and to cover different segments of customers. Nitin Rana M.B.A. 4th SEMESTER ASBM. Indora(HP).

Page 6: Survey Report of Samsung Electronics Final

INTRODUCTIONSAMSUNG INDIA has launched product range of different electronic items with the intention of expending its market share. In order to monitor the progress of different brand consumer’s behavior, brand image and market share at dealer level, this survey was conducted under the guidance and encouragement of Sh. This survey was also organized to plan counter display at different levels to check product wise competition with other companies involved in the same business. Through this survey company may know the product positioning and can push slow moving products, create brand shifts, enhances brand visibility at the outlet and get feedback from the market. This survey also had objective to know dealer’s position in markets and to offer them schemes, display, advertisement and sales materials to decorate the outlets. Survey may produce outcome with provision of model outlet to retailers to remain attractive towards brand to a greater extent. Winning customer through obtaining approvals, recommendation, brand pull and trade push were some other integral part of this survey to serve company in territories with varying potential and geographical size. Besides this survey was a greater usage to know the unethical practices, vertical/horizontal channel conflicts with competitors.

The survey remained very goods through the period as fair proportion of population comprised of young trendy males, choosy orthodox females and energetic, enthusiastic youth were come in contact that provide very good test market too.

Page 7: Survey Report of Samsung Electronics Final

EXECUTIVE SUMMARY I have imparted my summer training under Samsung India Electronics Pvt. Ltd.

(Chandigarh branch office). It was a great experience to me for doing training in well

reputed company. Samsung electronics comes into existence in 1969. Its founder was Mr.

Lee Byung-chul (1910-1987). It is public company and its headquarters is Seoul, South

Korea. Samsung electronics producing many products like Flat CTV, LCD, Semi automatic

washing machines, fully automatic washing machines, microwaves, A.C’s and many more.

Samsung Electronics carry its business in India through the following Dealers Network.

This includes Chandigarh, Diu, Daman, Dadar & Nagar Haveli, Lakshadweep, and

Andaman & Nicobar Islands. This Chandigarh Branch Office is also one of the Dealers

Network in India and also comes under India Branch Offices. Three States and one UT

come under this Chandigarh Branch. These three states are Jammu, Punjab & Himachal

Pradesh and one UT is Chandigarh. This Chandigarh Branch is being headed by Mr. Sanjay

Bhatt who is branch manager.There is proper marketing network of Samsung. The goods

are being dispatched to the Distributors and Direct Dealers. Then Distributor would

forward goods to the Sub Dealers according to his requirements. And then these

Distributors, Direct Dealers and Sub Dealers would sell goods to the Customers from their

outlets.

OBJECTIVES –

Primary objective:-

To know the present Market Scenario of Samsung at Kangra and Chamba region of H.P.

Other objectives are as follows:-

To know the market share of competitor. To know that which company have maximum emphasis on COUNTER display.

After going through the survey especially in Rural Areas of Kangra and Chamba Districts of Himachal Pradesh SAMSUNG INDIA will be able to:-

Appreciate the need and nuances of sales monitoring system. Get an exposure to plan a sale monitoring system and rearranging product line

With consumer attitude. Understand the evaluation criterion for sales tracking. Understand the issues and problems in territory planning.

Alternate approaches to territory planning.

Page 8: Survey Report of Samsung Electronics Final

SCOPES –

In order to accomplish the objectives of the project I conducted a survey regarding

estimating the dealer’s behaviour regarding Home Appliances & Consume Electronics in

HIMACHALS market as how they think of these things. Besides it how the Sales behave in

relation to Display of goods in Showrooms with well organized manner and with a

combination of POP/POS. and I was also to find the criteria on the basis of which the

dealer display the different Branded products in different quantity. The survey was

restricted to the Multi-branded and exclusive Showrooms in Kangra and Chamba distt of

H.P.

During my training I am doing a survey. My survey is restricted to distributors, direct

dealers and sub dealers. In dealer survey I found that maximum dealer display the Samsung

Flt ctv in their showroom. In the display of LCD there is very strong competition in

Districts market. In LCD, LG is the main competitor of Samsung. In the display of frost

free ref. Samsung get the 1st rank. During my survey I found that many dealer displays

direct cool and semi automatic washing machine of Samsung Company in their showroom.

There is great display of LG fully automatic washing machines in the district. Now in the

sales Samsung again in the top. Sale of Samsung f lat ctv was very high in Himachals

market. Most people prefer Samsung Flat ctv but in sale of LCD Samsung and LG are in

the top position. Both cover 31% market. In the sale of frost free Samsung cover huge

market it cover 53% market. In the sale of direct cool and semi automatic washing machine

Samsung cover 42% &45% market. In the sale of fully automatic there is strong

competition. There was also great demand of microwave, LCD,during my survey I found

that many dealer thought that there is strong effect of POP/POS display. It will increase the

sale of product. Many dealer thought that Samsung company has maximum emphasis on

POP/POS display. When I talked about the criteria for the current display many dealer said

that there is no reason for display and some say that stock and service. 55% dealers thought

that status of Samsung in display of POP/POS as compare to LG was excellent. During

survey I find that there are many extra features in LG products. I give many suggestions

which are as follows:-

Page 9: Survey Report of Samsung Electronics Final

More aggressiveness in features of products.

Increase margins of dealers.

Give POP/POS material to every dealer and distributor for increase the sale.

Company should guarantee scheme also. There should be some conditions in

the replacement of product. Like: company should replace the product with in

one month of purchasing date.

For increase sale proper marketing should be done on T.V, newspaper, and

magazines.

Good schemes should be given to dealers and customers.

In the products like LCD there should be improve on picture quality whose

screen is more then 40”.

Combo offers give to dealers and customers.

During my survey I face many limitations which are as follows:-

• Generally the respondents were busy in their work & were not interested in

responding rightly

• Respondents were reluctant to disclose complete & correct information about

themselves and their organization

• Most respondents were not maintaining proper records of their sale so they

information on the bases of estimation

• The last but the most important point to that survey was carried through

Questionnaire and the Questions were based on perception. Most important is positioning.

But there may be certain aspects not taken into consideration.

CONCLUSION -

Summer Training Project in Samsung India Electronics Pvt. Ltd. was an enriching

experience. I was able to achieve the objective through Market Survey and its analysis in

Kangra and Chamba distt of H.P for what I have been appointed as a Summer Trainee. A

Personal

interacti

on with

the

Custome

rs and

Dealers

gave me

their

perceptio

n

regardin

g the

Samsung

products.

I also

came to

know

about

their

Brand

Preferen

ce,

Brand

Loyalty

and

Brand

Awarene

ss

regardin

g

Page 10: Survey Report of Samsung Electronics Final

products. Overall it was a great learning experience for me that would help me a lot in

future.

Page 11: Survey Report of Samsung Electronics Final

CONTENTS

Nos. Headings1

Introduction of the companyA Samsung Group

Samsung GroupB Samsung ElectronicsC Samsung ElectronicsD Vision and missionE Key products

F Samsung in India G Samsung electronics product category H Samsung electronics dealer network I Area sales office J Samsung branch office K Manufacturing L Chandigarh branch network M Marketing network

2Objectives and Scope

3Research Methodology

a) Marketing researchb) Types of marketing researchc) Marketing research process

Introduction to project undertakena. Reasons to choose the project

Page 12: Survey Report of Samsung Electronics Final

b Sampling

4a Introduction to data analysis

b Dealer survey

5CONCLUSION/SWOT analysis

Swot analysis- Samsung products

6

Bibliography

Page 13: Survey Report of Samsung Electronics Final

GROWING TO BE THE BEST

“Our aim is to gain technological leadership in

the Indian marketplace even as our goal is to

earn the love and respect of more and more of

our Indian consumers.”

Mr. S.H. Oh,

CEO,

Samsung South-

West Asia

Page 14: Survey Report of Samsung Electronics Final

INTRODUCTION OF THE COMPANY

Page 15: Survey Report of Samsung Electronics Final

SAMSUNG GROUP: At A Glance

Type : Private

Founded In : 1938

Headquarter : Seoul, South Korea

Founder : Mr. Lee Byung-chul

(Feb.1910 – Nov.1987)

Chairman : Mr. Lee Kun-hee

Industry : Conglomerate

Revenue : US$ 173.4 billion (2008)

Net Income : US$ 10.7 billion (2008)

Employees : 276,000 (2008)

Page 16: Survey Report of Samsung Electronics Final

SAMSUNG GROUP-

The Samsung Group is a South Korean conglomerate (chaebol) composed of numerous businesses,

including Samsung Electronics, one of the world's largest electronics companies. Samsung Group is

South Korea's largest exporter and is helmed by Chairman Lee Kun-hee, the third son of the

founder Lee Byung-chul. The name "Samsung" means "three stars" or "tristar" in Kore Samsung

means “three stars” in Korean.

Lee Byung-Chull founded Samsung in 1938. It started as a small trading company with forty

employees, located in Seoul. The company did fairly well until the Communist invasion in 1950

which caused great damage to his inventories. He was force to leave and start over in Suwon in

1951. In just a year, the company’s assets had grown twenty-fold. In 1953, Lee created a sugar

refinery—the South Korea’s first manufacturing facility after the Korean War. “The company

prospered under Lee’s philosophy of making Samsung the leader in each industry he entered”

(Samsung Electronics). The company started moving into service businesses such as insurance,

securities, and department store. In the early 1970s, Lee borrowed money from foreign companies

to begin the mass communication industry by launching a radio and television station (Samsung

Electronics).

Samsung Group later formed several electronics-related divisions, such as Samsung Electron

Devices Co., Samsung Electro-Mechanics Co., Samsung Corning Co., and Samsung Semiconductor

& Telecommunications Co., and grouped them together under Samsung Electronics Co., Ltd. in

1980s. Its first product was a black-and-white television set (Samsung Electronics).

In the late 1980s and early 1990s, Samsung Electronics invested heavily in research and

development, constructing the company as a leader in the global electronics industry. “By the 1980s

Samsung was manufacturing, shipping, and selling a wide range of appliances and electronic

products throughout the world” (Samsung Electronics). In 1982, it built a television assembly plant

in Portugal; in 1984, it built a $25 million plant in New York; and in 1987, it built another $25

million facility in England (Samsung Electronics).

In 1993 Lee Kun-Hee, Lee Byung-Chull’s successor, sold off ten of Samsung Group's subsidiaries,

downsized the company, and merged other operations to concentrate on three industries:

electronics, engineering, and chemicals (Samsung Electronics)

Page 17: Survey Report of Samsung Electronics Final

SAMSUNG GROUP-Samsung became the largest producer of memory chips in the world in 1992. In 1995, it

built its first liquid-crystal display screen, eventually equalizing its technology to Sony’s.

Samsung has also tried hard to improve its international image. It has spent more than $6

billion since 1998 on marketing, sponsoring the last five Olympics and erecting a large

video sign in Times Square in 2002 (Lee kun-hee). Samsung is very involved in the Asian

Games, contributing Samsung Nations Cup Riding Competition, Samsung Running

Festival, Samsung World Championship, and still many more around the globe (Samsung

Electronics)

Page 18: Survey Report of Samsung Electronics Final

SAMSUNG ELECTRONICS-

Samsung Electronics was founded in 1969 in Daegu, South Korea as Samsung Electric Industries

originally manufacturing electronic appliances such as TVs, calculators, refrigerators, air

conditioners and washers, operating in approximately over 100 countries and One of world’s largest

Electronics and IT companies. In August 2005, Business Week rated Samsung as the Number 1

consumer electronics brand in the world. By 1981, the company had manufactured over 10 million

black and white TVs. In 1988, it merged with Samsung Semiconductor & Communications.

Samsung Electronics is a global leader in semiconductors, telecommunications, digital media and

digital convergence technologies with 2004 parent company sales of US$55.2Bn and net income of

US$10.3Bn. Employing approx. 113,000 people in over 90 offices in 48 countries, the company has

of 5 main business units: Digital Appliance Business, Digital Media Business, LCD Business,

Semiconductor Business and Telecommunication Network Business. Recognized as one of the

fastest growing global brands, Samsung Electronics Corporation is the world’s largest producer of

Color Monitors, Color TVs, Memory Chips and Thin Film Transistor Liquid Crystal Display

Samsung Electronics announced at the start of the 21st century its intention to "become the world's

largest electronics company in just 5 years". At the time, this statement was seen as improbable

since Samsung was far behind Japanese rivals.

The company began reporting record profits from the start of the 21st century, especially in 2003,

when it displayed 33% growth in brand value in the Interbrand global brand rankings. In 2004, the

company was one ranking behind Sony and in 2005 overtook Sony as the top consumer electronics

brand.

In 2006 and 2007, Samsung was rated one of the top global electronics brands in various reports,

with the January 2007 Brand Finance report ranking the company number 1 in electronics and 32nd

overall and Business Week rating Samsung is ranking 20th of global brands. Business Week also

ranked Samsung as #12 in a ranking of the "Top 100 Most Innovative Companies" in a special

report published April 24, 2006.

Page 19: Survey Report of Samsung Electronics Final

VISION &MISSION –SAMSUNG GLOBAL

Recognizing that the ‘digital revolution’ is entering a new phase, Samsung Electronics has

transformed its operations by putting digital technology at the core. The company is

committed to being a market-driven solutions provider and leader in digital convergence.

With core competencies in semiconductors and CDMA technologies, Samsung Electronics

creates digital solutions for homes, mobile users and offices that enable seamless

communications facilitate business transactions, access to the internet and offer digital

entertainment

Vision Leading the Digital Convergence Revolution

Mission

Digital є– Company

A Company that Leads the Digital Convergence Revolution

through Innovative Digital Products (Digital) & - є Process (є)

Business Process Innovation Speed - Simplicity

Business Portfolio Restructuring Design –

Convergence - Networking

Page 20: Survey Report of Samsung Electronics Final

KEY PRODUCTS-GLOBAL MARKET SHARE-This table is showing the market share of different Products of Home Appliances, Consumer Electronics, Telecommunications and Information Technology in the World Market-

Product Market Share Rank

TV 11.2% 1st

LCD TV 13.2% 1st

Plasma TV 15.2% 3rd

Monitor 21% 1st

DVD player 14% 2nd

Digital Camera 13% 4th

Digital Camcorder 15% 3rd

Printer 11.6% 2nd

MP3 Player 10.1% 3rd

CDMA Mobile Phone 28.2% 1st

Mobile Phone 12.2% 3rd

Pocket PC 7.4% 5th

Page 21: Survey Report of Samsung Electronics Final

Digital Set Top Box 8.1% 3rd

Fax machine 18% 2nd

Mouse & Keyboard 11.7% 3rd

Web cam 12% 4th

Portable HDD 3.2% 7th

Blank CD & DVD 6.1% 5th

CCTV 10.8% 3rd

Hard Disk Drive 10.5% 4th

Refrigerator 13.8% 3rd

Air Conditioner 17.2% 2nd

Washing Machine 10.6% 3rd

Microwave Ovens 13.1% 2nd

Laptop Computer 10% 4th

Source: http://en.wikipedia.org/wiki/Samsung

Page 22: Survey Report of Samsung Electronics Final

SAMSUNG IN INDIA-Samsung India Electronics Pvt. Ltd. is a 100 per cent owned subsidiary of Samsung

Electronics Co., Ltd. (SEC). Samsung India is the hub for Samsung’s South West Asia

Regional operations. The South West Asia Regional Headquarters looks after the Samsung

business in Nepal, Sri Lanka, Bangladesh, Maldives and Bhutan besides India. Samsung

India which commenced its operations in India in December 1995, today enjoys a sales

turnover of over US$ 1Bn in just a decade of operations in the country.

Headquartered in New Delhi, Samsung India has a network of 19 Branch Offices located

all over the country. The Samsung manufacturing complex housing manufacturing facilities

for Colour Televisions, Colour Monitors, Refrigerators and Washing Machines is located at

Noida, near Delhi. Samsung ‘Made in India’ products like Colour Televisions, Colour

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

from its Noida manufacturing complex.

Samsung India currently employs over 1600 employees, with around 18% of its employees

working in Research & Development.

Page 23: Survey Report of Samsung Electronics Final

SAMSUNG ELECTRONICS PRODUCT CATAGORIES-

SAMSUNGELECTRONICS

TELECOMMUNICATIONSINFORMATIONTECHNOLOGY

HOME APPLIANCES/ CONSUMER ELECTRONICS

GSMCDMA

MONITORSHDDCD/DVD ROMCD/DVD WRITERLASER PRINTERSFAX

HAMICROWAVERFERIGERATORAIR CONDITIONERSWASHING MACHINES

CETVsDVD PLAYERSCAMCORDERSAUDIOHOME THEATERMP3 PLAYERSDIGITAL CAMERAS

Page 24: Survey Report of Samsung Electronics Final

SAMSUNG ELECTRONICS DEALERS NETWORK-Samsung Electronics carry its business in India through the following Dealers Network. This

Includes Chandigarh, Diu, Daman, Dadar & Nagar Haveli, Lakshadweep, and Andaman & Nicobar

Islands.

AREA SALES OFFICES-

Page 25: Survey Report of Samsung Electronics Final

North Region West Region South Region East Region

JammuJalandharLudhianaKarnalDehradunAgraKanpurVaranasi

JodhpurUdaipurRajkotBarodaSuratBhopalJaalpurNasikAurngabadNagpurThaneKolhapurGoa

HubaliMangloreCalicutTrivandrumMaduraiTrickyVijyawadaWarangalVizag

PatnaSiliguriAsansolJamshedpur

Area Sales Offices

Page 26: Survey Report of Samsung Electronics Final

SAMSUNG BRANCH OFFICES-These are 20 Samsung Branch offices all over India through which Samsung carry its business.

These are as follows:

Chandigarh

Haryana (Gurgaon)

New Delhi

UP

o (Ghaziabad)

o (Lucknow)

Rajasthan (Jaipur)

Gujrat (Ahmedabad)

Maharashtra

o (Mumbai)

o (Pune)

Karnataka (Bangalore)

Kerela ( Cochin)

Tamilnadu

o (Chennai)

o (Coimbatore)

Andhra Pardesh (Hyderabad)

Orissa (Bhubneshwar)

Chattisgarh (Raipur)

MP (Indore)

West Bengal (Kolkata)

Jharkhand (Ranchi)

Assam (Guwahati)

Page 27: Survey Report of Samsung Electronics Final

MANUFACTURING-Samsung’s state of the art highly automated manufacturing facilities are located at the Company’s

sprawling Noida Complex. Enjoying the Number 1 position amongst all Samsung subsidiaries in

terms of productivity and having been ranked as the subsidiary with the ‘Best Quality System’,

Samsung India prides itself for its Manufacturing Value Innovation. The manufacturing capacities

of the Samsung products manufactured in India (as of Year 2004) are:

PRODUCT CAPACITY DETAILS

CTV 1.5 million Curved & Flat TVs

Color Monitor 1.5 million CRT & TFT LCD Monitor

Refrigerator 0.6 million Frost-free and Conventional Refrigerators

Washing Machine 0.5 million Fully Automatic and Semi Automatic

AC 0.4 million Window and Split ACs

Source: http://www.samsung.com/in/aboutsamsung/samsungindia/manufacturing.htm

Samsung India is working with and contributing to the development of the domestic component industry in the country. The Company is working with its partners to improve their product quality and processes. Thus, Samsung vendors are sent to different Samsung subsidiaries to meet the Samsung overseas vendors in order to benchmark their own

Page 28: Survey Report of Samsung Electronics Final

Processes. Samsung is also training its vendors on eco-partnership so that the components

manufactured by them are ‘eco friendly’ as per Restriction of Hazardous Substances (RoHS)

norms.

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

CHANDIGARH BRANCH-

This Chandigarh Branch Office is also one of the Dealers Network in India and also comes under

India Branch Offices. Three States and one UT come under this Chandigarh Branch. These three

states are Jammu, Punjab & Himachal Pradesh and one UT is Chandigarh

MANAGEMENT POLICIES-Creative Innovation Challenge

– Strengthening value oriented Mgt. and Industrial relationship to become a World Best Company

Enhancing capability for creating Market Leading Product

Strengthening Business Portfolio for sustainable growth

Internalizing highly Efficient Management

Page 29: Survey Report of Samsung Electronics Final

Chandigarh Branch Office

Jammu

PunjabJalandhar

Ludhiana

Chandigarh & Himachal

SrinagarValleyJammu

AmritsarPathankotGurdaspurBatalaHoshiarpurKapurthala

H.P.RoparMohaliNangalChandigarh

Pepsu BeltMogaPatialaFerozpurAboharFazilkaKhannaSangrurNabha

CHANDIGARH BRANCH NETWORK-

Page 30: Survey Report of Samsung Electronics Final

PRODUCT MOVEMENT NETWORK-

This figure is showing the movement of products from Manufacturing Plant to the end Dealers.

This figure is showing that the goods firstly sent to the Zirakpur (Punjab Godown) from the Noida

manufacturing plant. After that the goods are sent to the three different godowns in Jammu,

Himachal Pradesh and Chandigarh. After that the goods are forwarded to the Different Distributors

and Direct Dealers and Distributors will dispatch goods to the Sub Dealers according to the

requirement.

Page 31: Survey Report of Samsung Electronics Final

MARKETING NETWORK-

In this figure, proper marketing Network is shown. The goods are being dispatched to the

Distributors and Direct Dealers. Then Distributor would forward goods to the Sub Dealers

according to his requirements. And then these Distributors, Direct Dealers and Sub Dealers would

sell goods to the Customers from their outlets. The main function of Distributor is to keep entire

focus on sub dealers and give each and every support that sub dealers will be expecting from the

company.

Branch Office

Distributors Direct Dealers

Sub Dealers

Customers

Page 32: Survey Report of Samsung Electronics Final

Followings are considered while appointing a Distributor:

The Financial Position of the distributor

The SUB dealer’s network that the distributor has.

Ability to give Volume Sales Commitment according to the company

And the Distributor will have to pay in time limit as per the company policy

Followings are considered while appointing a Direct Dealer:

The Space in the outlets that direct dealer has to display the Company’s Products

Ability to give Volume Sales Commitment according to the company

And the Direct Dealers will have to pay in time limit as per the company policy

Man power that a Dealer has

Technical Qualification of the Staff

Page 33: Survey Report of Samsung Electronics Final

OBDECTIVES AND SCOPE

Page 34: Survey Report of Samsung Electronics Final

OBJECTIVES OF THE PROJECT-Primary objective:-

To know the present Market Scenario of Samsung at Kangra and Chamba region of H.P.

Other objectives are as follows:-

To know the market share of competitor. To know that which company have maximum emphasis on COUNTER display.

After going through the survey especially in Rural Areas of Kangra and Chamba Districts of Himachal Pradesh SAMSUNG INDIA will be able to:-

Appreciate the need and nuances of sales monitoring system. Get an exposure to plan a sale monitoring system and rearranging product line

With consumer attitude. Understand the evaluation criterion for sales tracking. Understand the issues and problems in territory planning. Alternate approaches to territory planning. Identification of competition at different level on the basis of need of consumers.

Page 35: Survey Report of Samsung Electronics Final

RESEARCH METHODOLOGY

Page 36: Survey Report of Samsung Electronics Final

RECEARCH METHODOLOGY-MARKETING RECEARCH –

Marketing research is a systematic and objective search for and analysis of information relevant to identification and solution of any problem in the field of marketing.Marketing research is concerned with the systematic and objective collection, analysis and evaluation of information about specific aspects of marketing problems in order to help management make effective decisions. Marketing research is not an end itself; it means to an end- the improvement of decision making. These decisions may effect the nature and range of products, pricing policies, distribution strategy, promotional activities and so on; in fact, virtually every aspect of serving costumers or clients well- from the idea stage onwards. Main diversions of Marketing research – MARKETING RECEARCH –

Product research Costumer research Sales research Promotion research

MARKETING RECEARCH PROCESS-

Defining the Research Problem.

Selecting and Establishing Research Design.

Select the Research Design.

Identify Information types and Sources.

Determining and Design Research Instrument.

Collecting and Analyzing Data.

Formulating Data.

SAMPLING-

Page 37: Survey Report of Samsung Electronics Final

Sample Technique -

The research design used here for this project is a combination of Exploratory & Explanatory

designs. Then personal interactions with the Customers/Dealers concerned are made to figure out

the results.

Survey Strategy & Sample Size -

I used questionnaire method for collecting the primary data about the product from

different DEALERS.

The Sample Size for questionnaire are 38 dealers.

Data Collection -

According to the needed research of the project I have used Primary Data i.e. Questionnaires for

Dealers. Besides it, I also used Secondary Data from web sites related to Samsung, some

publications on the internet, & Samsung Products information broacher.

Page 38: Survey Report of Samsung Electronics Final

QUESTIONANNAIRE-1 – What are consumption pattern; market trends for the products of Samsung?

2 – What are your beliefs about products and services of Samsung?

3 – What are your expectations related to specific products/services of Samsung?

4 – What is buying behavior of consumer about various products of Samsung?

5 – What are various competitors’ activities of other brands?

6 – Media exposure and influence?

7 – Classification of buyers (present and prospective)?

8 – Suggestions to improve market share of Samsung products in territory?

9-What is the counter display of various brands along with Samsung in the showroom?

10-What is your total turnover and share of Samsung on your turnover?

Page 39: Survey Report of Samsung Electronics Final

PROJECT UNDERTAKEN

Page 40: Survey Report of Samsung Electronics Final

PROJECT-I am going to pursue my MBA in marketing and IB. I wanted to undertake my summer training

project in marketing. Summer Training Project is an excellent opportunity for aspiring managers

like us to get experience of corporate world .Summer Training is mainly for 6-8 weeks .So I

decided to make most of it .I was fortunate that I got a chance to work with SAMSUNG INDIA

ELECTRONICS Pvt. Ltd. I had a formal meeting with my project guide Mr. Sanjay Bhatt (Branch

Manager).He decided to give me a project on “A survey on display of Samsung products”.

Products are:-:

Flat CTV

LCD

Frost free (Double door refrigerator)

Direct cool (Single door refrigerator)

Semi automatic washing machine

Fully automatic washing machine

Microwaves

Music Systems.

In this project, I was able to find out the present market scenario of Samsung product at the region.

I was doing a Dealer Survey in which I was to find out what is the Dealer’s thinking regarding these

Samsung Products and if they are not dealing in these Samsung Products then would they be

interested in dealing and what type of problem they have to face while selling these products.

Page 41: Survey Report of Samsung Electronics Final

DATA ANALYSIS

Page 42: Survey Report of Samsung Electronics Final

INTRODUCTION-Data analysis is needed to give the raw data any meaning. The first step in analyzing the data is

cleaning the data. This is the process of checking the raw data to verify that the data has been

correctly entered into the files from the data collection forms. After that the data can be tabulated,

which refers to the actual counting of the number of observations that fall in to each possible

response category. After that the Graphical Presentation can also be done to understand the

Tabulated Data.

ANALYSIS OF DATA-

KANGRA DISTRICT

DHARAMSHALA-

1-Nand Kishore & Bros.-

Page 43: Survey Report of Samsung Electronics Final

Consumption pattern – All kind of models are consumed. Beliefs – Dealer as well consumer are satisfied. Expectations – should provide better services and increase margin of Dealers

Price and Maximum Retail Price. Buying Behavior – Market of every range of products. Competitors activities – LG is main competitor and activities are paper

advertisement, exhibitions, local cable network. Media – should enhance advertisement at local level. Suggestions – poor services must improve upon that. TURNOVER – Total = 1.8 crore with 50% share of Samsung. COUNTER DISPLAY – P.O.P maximum of Samsung.

PRODUCTS

BRANDS

FLATCTV

LCD F.F D.C S.A.W.M F.A.W.M MWO DVD

SAMSUNG 50% 50% 60% 50% 90% 90% 100% 40%SONY 40% 40% 60%VIDEOCON 10% 10% 40% 50% 10% 10%

Page 44: Survey Report of Samsung Electronics Final

AK ELECTRONICS –

Consumption pattern – All types of models are consumed. Beliefs – Very good quality products. Expectations – Must provide better services. Buying behavior – Market of all range of products. Competitor activities – LG is main competitor provide better services and

advertisement. Media – Through print as well as electronic media. Suggestions – Should improve after sales services. TURNOVER – Total = 60 lakh with 90% of Samsung. COUNTER DISPLAY – P.O.P maximum of Samsung.

PRODUCTS

BRANDS

FLATCTV

LCD F.F D.C S.A.WM

F.A.W.M MWO DVD

SAMSUNG 80% 100% 100% 100% 100% 100% 100% 80%OTHERS 20% 20%

Page 45: Survey Report of Samsung Electronics Final

GAGGAL-

SURINDER ELECTRONICS –

Consumption pattern –Small, medium range of models. Beliefs – Good quality products with very less complaints. Expectations – Must improve on after sales services. Buying Behavior – Buyers prefers cheap products. Competitors Activity – LG main competitor. Good services and advertisements. Media – Advertisement through Print media and electronic media. Suggestions – Must improve services and introduce cheap products for better

penetration in rural area. TURNOVER – Total = 15 lakh with 80% share of Samsung. COUNTER DISPLAY IN PERCENTAGE –

PRODUCTS

BRANDS

FLATCTV

LCD F.F D.C S.A.W.M F.A.W.M MWO DVD

SAMSUNG 70% 100% 100%

100% 100% 100% 100% 70%

PHILIPS 20% 30%BESTAVISION 10%

Page 46: Survey Report of Samsung Electronics Final

NAGROTA BAGWAN –

DHARAM PAUL & SONS –

Consumption pattern – All kinds of models, almost every thing. Beliefs – Good quality products. Expectations – Must introduce products of cheap range. Buying Behavior – Market of all kinds of products. Competitor Activities – LG with activities of good after sales services,

promotion through various media. Media – Can enhance sales through promotional activities through media. Suggestion – must introduce products of cheaper range and improve upon

services. TURNOVER – Total = 1 crore with 90% share of Samsung. COUNTER DISPLAY – P.O.P maximum of Samsung.

PRODUCTS

BRANDS

FLATCTV

LCD F.F D.C S.A.W.M F.A.W.M MWO DVD

SAMSUNG 50% 60% 60% 50% 80% 80% 100% 60%LG 40% 40% 40% 50% 20% 20% 40%OSCAR 10%

Page 47: Survey Report of Samsung Electronics Final

PANT ENTERPRICES –

Consumption pattern – Average range of models. Not higher range. Beliefs – Good quality products. Expectations – Improve upon services and increase margin of MRP and DP. Buying Behavior – Market of medium range of Products. Competitor Activities – LG is main competitor with activities of better after sales

services and promotional activities. Media – introduce promotional activities according to taste and preferences of

people of rural area. Suggestions – Should be better in advertisement in simple way, introduce discounts

and offers and improve upon services. TURNOVER – Total = 60-70 lakh with 60% share of Samsung. COUNTER DISPLAY –

PRODUCTS

BRANDS

FLATCTV

LCD F.F D.C S.A.W.M F.A.W.M MWO DVD

SAMSUNG 50% 50% 100%

100%

100% 100% 100% 60%

SONY 40% 40% 40%PANASONIC 10%

Page 48: Survey Report of Samsung Electronics Final

ASIA TRADE LINKS – Consumption pattern – Each and every kind of models. Beliefs – very good quality appliances but not T.Vs Expectations – Services are poor should be better, very weak response. Buying Behavior – Market of every kind of products. Competitor Activities – LG is main competitor with very good advertisement

within area, also very good services. Media – Better paper advertisement and local level advertisement. Suggestions – Must be better in advertisement and services. TURNOVER – 2.60 Crore with 30% of Samsung. COUNTER DISPLAY-

PRODUCTS

BRANDS

FLATCTV

LCD

F.F D.C S.A.W.M

F.A.W.M

MWO

DVD

SAMSUNG 25% 60% 30% 30% 25% 25% 60% 20%PHILIPS 25% 40% 20%ONIDA 25% 20% 20% 20% 20% 40% 15%VIDEOCON 25% 50% 50% 55% 55% 45%

Page 49: Survey Report of Samsung Electronics Final

KANGRA –PK ELECTRONICS –

Consumption pattern – Each type of model. Beliefs – Very good quality products. Expectations – Offers to dealers should be provided time to time. Buying Behavior – Market of each range of products. Competitors Activity – LG is main competitor with activities of better services and

advertisement. Media – very less advertisement should be increase. Suggestions – Should provide better services, good products but very less

advertisement in the area. TURNOVER – Total = 1.5 crore with 50% share of Samsung. COUNTER DISPLAY –

PRODUCTS

BRANDS

FLATCTV

LCD

F.F D.C S.A.W.M

F.A.W.M

MWO DVD

SAMSUNG 40% 60% 50% 50% 50% 50% 60% 40%VIDEOCON 30%LG 30% 40% 50% 50% 50% 50% 40% 60%

Page 50: Survey Report of Samsung Electronics Final

SOAMI ELECTRONICS – Consumption pattern – All kinds of models. Beliefs – Good quality products. Expectations – Not good in models Televisions should introduce good models. Buying Behavior – Market of average range of products with average range. Competitors Activities – LG is main competitor with activities like good

advertisements, P.O.Ps, demos and after sales services. Media – Local level advertisements should be increase. Suggestions – must introduce products of cheaper range. TURNOVER – Total = 80 lakhs with 60% of share of Samsung. COUNTER DISPLAY –

PRODUCTS

BRANDS

FLATCTV

LCD F.F D.C S.A.W.M F.A.W.M MWO DVD

SAMSUNG 40% 50% 30% 30% 40% 40% 60% 60%LG 30% 50% 30% 30% 20% 20% 40% 40%WHRLPOL 20% 20% 10% 10%VIDEOCON 30%GODREJ 20% 20% 10% 10%

Page 51: Survey Report of Samsung Electronics Final

MEHRA ELECRONICS – Consumption Pattern – Low range of models. Beliefs – Very good quality products. Expectations – Better services, better offers to dealers. Buying Behavior – Market of cheaper products. Competitor Activities – LG main competitor with activities like better after sales

services and advertisement. Media – Better advertisement considering local population. Suggestions – Services should be better and cheaper range of products should be

introduced. TURNOVER – Total -50 lakhs with 75%share of Samsung. COUNTER DISPLAY –

PRODUCTS

BRANDS

FLATCTV

LCD F.F D.C S.A.W.M F.A.W.M

MWO

DVD

SAMSUNG 60% 100% 60% 60% 50% 50% 100% 40%GODREJ 40% 40% 50% 50%OTHER 40% 60%

Page 52: Survey Report of Samsung Electronics Final

NEXT – Consumption pattern – Every type of models. Beliefs – Very good quality products. Expectations – Should provide better services, and provide good incentives to

retailers. Buying Behavior – Market of all ranges of products. Competitors Activities – LG is main competitor activities with activities like

good demo and after sales services, good advertisements. Media – Advertisement at local level through print as well as electronic media. Suggestions – Better services and advertisement. TURN OVER – Total = 2 crore with 25% share of Samsung. COUNTER DISPLAY –

PRODUCTS

BRANDS

FLATCTV

LCD F.F D.C S.A.W.M

F.A.W.M

MWO

DVD

SAMSUNG 25% 25% 25%

25%

30% 30% 50% 25%

LG 25% 25% 25%

25%

30% 30% 50% 25%

SONY 20% 50% 30%VIDEOCON 20% 25

%25%

20% 20% 10%

ONIDA 10% 25%

25%

20% 20% 10%

Page 53: Survey Report of Samsung Electronics Final

PALAMPUR –MAINI ELECTRONICS –

Consumption Pattern – All kind of products. Beliefs – Very Good quality products but very bad services. Expectations – Should provide better services and schemes. Buying Behavior – Market of cost oriented people. Competitors Activities – LG is main competitor with activities of good

advertisement and after sales services. Media – Better promotion through print as well as electronic medium. Suggestions – very poor services and should be improved in area. TURNOVER – Total = 50 lakh with 10% share of Samsung. COUNTER DISPLAY –

PRODUCTS

BRANDS

FLATCTV

LCD F.F D.C S.A.W.M F.A.W.M MWO DVD

SAMSUNG 20% 40% 20% 20% 20% 20% 40% 40%LG 50% 60% 30% 30% 50% 50% 60% 60%WHRLPOOL 25% 25% 20% 30%VIDEOCON 30% 25% 25% 10%

Page 54: Survey Report of Samsung Electronics Final

NATHU RAM & SONS – Consumption pattern – Every kind of products. Beliefs – Very good quality products. Expectations – Better services, should increase DP and MRP. Buying Behavior - Both quality as well as cost oriented people. Competitor’s activities – LG is main competitor with activities of good

advertisement and good after sales services. Media - Should introduce advertisement according to local taste and

preferences without communication barriers in local as well as National level. Suggestions – Should improve upon advertisement and services. TURNOVER – Total = 60 lakh with 100% share of Samsung. COUNTER DISPLAY –

PRODUCTS

BRANDS

FLATCTV

LCD F.F D.C S.A.W.M

F.A.W.M MWO DVD

SAMSUNG 100% 100% 100% 100% 100% 100% 100% 100%OTHERS

Page 55: Survey Report of Samsung Electronics Final

SANSAR CHAND SOOD – Consumption pattern – All kinds of products. Beliefs - Very good quality products but weaker services. Expectations – Should provide better services as well as better incentives to

dealers. Buying Behavior – People prefer cheap Products rather then costly products. Competitor Activities – LG is main competitor with activities like better services

and better advertisements. Media – Better advertisement in National language through print as well as

electronic media. Suggestions – Should introduce prices in comparison to LG and provide better

services. TURNOVER – Total = 60 lakh with 100% share of Samsung. COUNTER DISPLAY –

PRODUCTS

BRANDS

FLATCTV

LCD F.F D.C S.A.W.M

F.A.W.M MWO DVD

SAMSUNG 100% 100% 100% 100% 100% 100% 100% 100%OTHERS

Page 56: Survey Report of Samsung Electronics Final

PAPROLA -HI FI ELECTRONICS –

Consumption Pattern – Average range of products. Beliefs – very good quality products. Expectations – services should be better and increase in DP and MRP. Buying Behavior – Market of cost oriented people. Competitor Activities – LG is main competitor with activities of better paper

advertisement and services. Media – Market can be improved by better advertisement through print as well

as electronic media. Suggestions – Better incentives should be provide to dealers to motivate them

for the sales of Samsung and improve upon services. TURNOVER – Total = 50 lakh with 70% share of Samsung. COUNTER DISPLAY –

PRODUCTS

BRANDS

FLATCTV

LCD F.F D.C S.A.W.M

F.A.W.M MWO DVD

SAMSUNG 70% 70% 60% 60% 60% 70% 70% 70%LG 30% 30% 40% 40% 40% 30% 30% 30%

Page 57: Survey Report of Samsung Electronics Final

BAIJNATH –KUMAR ELECTRONICS –

Consumption pattern – Average range of products due to rural area. Beliefs – Very good quality products. Expectations – Should provide better services and cheap range products. Buying Behavior – Market of average range of products. Competitor Activities – LG is main competitor with activities like, they provide

cheaper range with better services. Media – Advertisement through print as well as electronic media. Suggestions – Should work upon services and advertisement. TURNOVER – Total = 20-30 lakh with 80% share of Samsung. COUNTER DISPLAY –

PRODUCTS

BRANDS

FLATCTV

LCD F.F D.C S.A.W.M

F.A.W.M MWO DVD

SAMSUNG 60% 100% 70% 70% 80% 80% 100% 70%VIDEOCON 40% 30% 30% 20% 20% 30%

Page 58: Survey Report of Samsung Electronics Final

PIYUSH ELECTRONICS – Consumption pattern – Average range of products. Beliefs – very good quality products. Expectations – Introduction of cheaper range of products, wih good services. Buying Behavior – Market is affected due to smaller brands, market of lower

range of products. Competitor Activities – LG is main competitor with activities like better

advertisements and services. Media – Advertisement through print as well as electronic media. Suggestions – Services should be better. TURNOVER – Total = 15-20 lakh with 20% share of Samsung. COUNTER DISPLAY –

PRODUCTS

BRANDS

FLATCTV

LCD F.F D.C S.A.W.M F.A.W.M MWO DVD

SAMSUNG 20% 20% 10% 10% 20% 20% 20%PANASONIC 20% 80% 60%PHILIPS 30% 20%VIDEOCON 30% 25% 25% 30% 30%GODREJ 35% 35%WHIRLPOOL 30% 30% 50% 50%

Page 59: Survey Report of Samsung Electronics Final

NARVANA –SIGMA ELECTRONICS –

Consumption Pattern – All kinds of products. Beliefs – Good quality products. Expectations – Must increase margin of DP and MRP. Buying Behavior – Market of all ranges of products. Competitors Activities – LG is main competitor with activities like good

advertisement in local level and better services. Media – Advertisement through print as well as electronic media. Suggestions – Very poor services must improve upon that. TURNVER – Total = 11 crore with 20% share of Samsung. COUNTER DISPLAY –

PRODUCTS

BRANDS

FLATCTV

LCD F.F D.C S.A.W.M F.A.W.M MWO DVD

SAMSUNG 20% 50% 20% 20% 25% 25% 50% 40%LG 30% 50% 20% 20% 20% 20% 50% 60%VIDEOCON 50% 35% 35% 30% 30%WHRLPOOL 25% 25% 25% 25%

Page 60: Survey Report of Samsung Electronics Final

NURPUR –LOVELY GIFT HOUSE –

Consumption Pattern –Medium range of products. Beliefs – Very good quality products with very less complaints. Expectations – After sales services should be good and increase in DP and MRP. Buying Behavior – Cost oriented people due to rural area. Competitor Activities – LG is main competitor with activities like good after sales

services and better advertisement. Media – Advertisement through print as well as electronic media. Suggestions – Very poor advertisement as well as services must improve. TURNOVER – Total = 40 lakh with 50% share of Samsung. COUNTER DISPLAY –

PRODUCTS

BRANDS

FLATCTV

LCD F.F D.C S.A.W.M F.A.W.M MWO DVD

SAMSUNG 100% 100% 50% 50% 60% 60% 100% 100%GODREJ 50% 50% 40% 40%

Page 61: Survey Report of Samsung Electronics Final

RAJA KA TALAB –KARMA ELECTRONICS –

Consumption pattern – Average range of products. Beliefs – Very good quality products with fewer complaints. Expectations – Increase in the margin of MRP and DP, introduction of cheaper

products. Buying Behavior – Market of cheaper range of products effected due to smaller

brands. Competitors Activities – LG is main competitor with activities like good after

sales services, cheaper range and advertisement. Media – Better advertisement through print as well as electronic media. Suggestions – Very poor services must improve. TURNOVER – Total = 20 lakh with 85% share of Samsung. COUNTER DISPLAY –

PRODUCTS

BRANDS

FLATCTV

LCD F.F D.C S.A.W.M F.A.W.M MWO

DVD

SAMSUNG 80% 100% 70% 70% 70% 70% 100% 100%KELVNATOR 30% 30% 30% 30%SALORA 20%

Page 62: Survey Report of Samsung Electronics Final

REHAN –RAJESH ELECTRONICS –

Consumption Pattern – Average range of products. Beliefs – Very good quality products. Expectations – Introduce price range in comparison of LG. Buying Behavior – Market of cheaper range of products affected due to smaller

brands. Competitors Activities – LG is main competitor with activities like better

advertisement and services. Media – Advertisement through print as well as electronic media. Suggestions – Should provide better services and advertisement. TURNOVER – Total = 25-35 lakh with15% share of Samsung. COUNTER DISPLAY –

PRODUCTS

BRANDS

FLATCTV

LCD F.F D.C S.A.W.M F.A.W.M MWO DVD

SAMSUNG 20% 50% 30% 30% 25% 25% 60%SANSUI 20% 50%WHIRLPOOL 30% 30% 30% 30%VIDEOCON 40% 40% 40% 45% 45%OSCAR 20% 40%

Page 63: Survey Report of Samsung Electronics Final

SWADESH ELECTRONCS – Consumption Pattern – Low range of products. Beliefs – Very good quality products but very poor services. Expectations – Less consideration of rural area dealer of rural area should be

provided with facilities as provided to urban area. Buying Behavior – Market of cheaper range of products, affected due to smaller

brands. Competitor Activities – LG is the main competitor with activities like better

services and advertisement. Media – Advertisement can be done through print as well as electronic media

according to taste and preferences rural people. Suggestions – Should improve upon services and advertisement. Incentives should

be provided to dealer of rural market. TURNOVER – Total = 20 lakh with 60% share of Samsung. COUNTER DISPLAY –

PRODUCTS

BRANDS

FLATCTV

LCD F.F D.C S.A.W.M

F.A.W.M MWO DVD

SAMSUNG 60% 100% 100% 100% 100% 100% 100% 60%OTHERS 40% 40%

Page 64: Survey Report of Samsung Electronics Final

FATEHPUR -

SHREE GK ELECTRONICS –

Consumption Pattern – Medium range of products. Beliefs – Very good quality products but very bad services. Expectations - Services must improve, promotional activities should increase. Buying Behavior – Market of cheaper products, affected due to smaller brands. Competitors Activities – LG is main competitor with activities like better after

sales services, demo, and Promotional activities. Media – Advertisement through print as well as electronic media. Suggestions – Very poor services must improve, introduction of cheaper range. TURNOVER – Total = 50-60 lakh with 20% share of Samsung. COUNTER DISPLAY –

PRODUCTS

BRANDS

FLATCTV

LCD F.F D.C S.A.W.M F.A.W.M MWO DVD

SAMSUNG 20% 50% 30% 30% 20% 20% 30%LG 30% 50% 40% 40% 50% 50% 30%VIDEOCON 30 30% 30% 30% 30%OTHERS 20% 40%

Page 65: Survey Report of Samsung Electronics Final

THAKUR ELECTRONICS –

Consumption Pattern – Small/medium range of products. Beliefs – Very good quality products. Expectations – Must increase the margin of DP and MRP. Buying Behavior – Market of cheaper products. Competitors Activities – LG is main competitor with activities like better

promotional activities, demos and after sales services. Media – Advertisement in local area through print as well as electronic media. Suggestions – Dealers must be encourage by providing incentives for better sales. TURNOVER – Total = 20 lakh with 80% share of Samsung. COUNTER DISPLAY –

PRODUCTS

BRANDS

FLATCTV

LCD F.F D.C S.A.W.M F.A.W.M MWO DVD

SAMSUNG 70% 100% 70% 70% 60% 60% 70%WHIRLPOOL 30% 30% 40% 40%OTHERS 30% 30%

Page 66: Survey Report of Samsung Electronics Final

BHARMAR –

BALDEV ELECTRONICS –

Consumption Pattern – Smaller range of products are consumed. Beliefs – Very good quality products. Expectations – Increase in margin of MRP and DP, improve upon services. Buying Behavior – Market of cheap and lower range products. Competitor Activities – LG is main competitor with activities like better

advertisement and services. Media – Advertisement in local level through print as well as electronic media. Suggestions – Must improve upon after sales services and promotional activities. TURNOVER – Total = 10-15 lakh with 70% share of Samsung. COUNTER DISPLAY –

PRODUCTS

BRANDS

FLATCTV

LCD F.F D.C S.A.W.M F.A.W.M MWO DVD

SAMSUNG 40% 60% 70% 70% 70% 70% 50%LG 40% 40% 30% 30% 70% 30% 30%OTHERS 20% 20%

Page 67: Survey Report of Samsung Electronics Final

JAWALI –

PAWAN ELECTRONICS –

Consumption Pattern – Market of average range of products. Beliefs – Very good quality products with very less complaints. Expectations – Increase in margin of DP and MRP. Buying Behavior – Market of cheaper range of products. Competitors Activities – LG is the main competitor with activities like better after

sales services and promotional activities. Media – Advertisement through electronic as well as print media. Suggestions – Should work upon services and sales promotion. TURNOVER – Total = 20 lakh with 30% share share of Samsung. COUNTER DISPLAY –

PRODUCTS

BRANDS

FLATCTV

LCD F.F D.C S.A.W.M F.A.W.M MWO DVD

SAMSUNG 40% 50% 45% 45% 40% 40% 50% 50%LG 30% 50% 30% 30% 25% 25% 50% 50%VIDEOCON 30% 25% 25% 35% 35%

Page 68: Survey Report of Samsung Electronics Final

RAKESH /BAJWA ELECTRONICS –

Consumption Pattern – Average or lower range of products. Beliefs – Very good quality products. Expectations – Should increase the margin of MRP and DP. Buying Behavior – Market of cheaper range of products, affected due to smaller

brands. Competitors Activities – LG is the main competitor with activities like better

advertisement and services. Media – Better advertisement through print as well as electronic medium. Suggestions – Must improve upon services and promotional activities. TURNOVER – Total = 25-30 lakh with 30% share of Samsung. COUNTER DISPLAY –

PRODUCTS

BRANDS

FLATCTV

LCD F.F D.C S.A.W.M F.A.W.M MWO DVD

SAMSUNG 20% 10% 20% 20% 20% 20% 30%LG 30% 30% 30% 30% 40% 40% 40%SONY 20% 20%VIDEOCON 20% 20% 20% 20% 10% 10%PHILIPS 10% 20% 30%WHIRLPOOL 30% 30% 30% 30%

Page 69: Survey Report of Samsung Electronics Final

KISHORE WATCH & TV MAKER –

Consumption Pattern – Small/medium range of products. Beliefs – Very good in quality with very less complaints. Expectations – Increase margin of MRP and DP. Buying Behavior – Market of cheaper range of products. Competitors Activities – LG is main competitor with activities like better after

sales services and promotional activities. Media – Promotional activities through print as well as electronic media. Suggestions – Advertisements must be according to taste and preferences of rural

area to increase awareness in the local area. TURNOVER – Total = 20 lakh with 30% share of Samsung. COUNTER DISPLAY –

PRODUCTS

BRANDS

FLATCTV

LCD F.F D.C S.A.W.M F.A.W.M MWO DVD

SAMSUNG 30% 50% 50% 40% 40% 40%BPL 30% 50% 50% 60% 60%OTHERS 40% 60%

Page 70: Survey Report of Samsung Electronics Final

NAGROTA SURIAN –

PREM ELECTRONICS/SHALIE ELECTRONICS –

Consumption Pattern – Small range of products. Beliefs – Very good quality products. Expectations – Provide incentives to dealers of rural area. Buying Behavior – Market of cheaper range of products. Competitors Activities – LG, Videocon are main competitor with activities like

demos, after sales services and promotions. Media – Advertisements through various possible media available. Suggestions – Dealers must be encouraged to enhance sales in the area. TURNOVER – Total = 10-15 lakh with 90% share of Samsung. COUNTER DISPLAY –

PRODUCTS

BRANDS

FLATCTV

LCD F.F D.C S.A.W.M

F.A.W.M

MWO DVD

SAMSUNG 70% 100% 100% 100% 100% 70%OTHERS 30% 30%

Page 71: Survey Report of Samsung Electronics Final

JASSUR –

JAWALA TRADERS –

Consumption Pattern – Average range of products. Beliefs – Very good quality but higher prices. Expectations – Introduction of cheaper range of products. Buying Behavior – Market of medium cost range of products. Competitors Activities – LG is the main competitor with activities like better

promotional activities and lower range of products. Media – advertisement should be done regarding the taste and preferences of rural

area. Suggestions – Good incentives and appraisals to dealers to encourage them for

better sales. TURNOVER – Total = 30 lakh with 70 % of Samsung. COUNTER DISPLAY –

PRODUCTS

BRANDS

FLATCTV

LCD F.F D.C S.A.W.M F.A.W.M MWO DVD

SAMSUNG 70% 100% 60% 60% 70% 70% 100% 60%KELVNATOR 40% 40% 30% 30%OTHERS 30% 40%

Page 72: Survey Report of Samsung Electronics Final

INDORA –

STANDARD ELECTRONICS –

Consumption Pattern – Average range of products. Beliefs – Very good quality products. Expectations – Better services can enhance sales. Buying Behavior – Market of cost oriented people. Competitors Activities – LG is main competitor with activities like good

promotional activities and incentives to dealers. Media – Promotion through print as well as electronic media. Suggestions – Should introduce price range in comparison to LG. TURNOVER = Total 20 lakh/annum with 80% share of Samsung. COUNTER DISPLAY –

PRODUCTS

BRANDS

FLATCTV

LCD F.F D.C S.A.W.M F.A.W.M MWO DVD

SAMSUNG 60% 100% 50% 50% 60% 60% 100% 50%KELVNATOR 50% 50% 40% 40%OTHERS 40% 50%

Page 73: Survey Report of Samsung Electronics Final

RAIT –

PK TIME CENTER –

Consumption Pattern – Small/medium range of products. Beliefs – Very good quality but higher prices. Expectations – Must increase the margin of MRP and DP. Buying Behavior – Market of cost oriented people. Competitors Activities – LG is main competitor with activities like good after

sales services and cheaper range of products. Media – Local level advertisement through print as well as electronic media. Suggestions – Very poor services must be better and should introduce cheaper

range of products. TURNOVER – Total = 20 lakhs with 90% share of Samsung. COUNTER DISPLAY –

PRODUCTS

BRANDS

FLATCTV

LCD F.F D.C S.A.W.M

F.A.W.M

MWO DVD

SAMSUNG 60% 100% 100% 100% 100% 100% 100% 60%WESTON 40% 40%

Page 74: Survey Report of Samsung Electronics Final

SHAHPUR –

HIMPLAST UDYOG –

Consumption Pattern – Base models are consumed. Beliefs – Very good quality products. Expectations – Should increase the margin of dealers. Buying Behavior – Market of cost oriented people. Competitors Activities – LG is the main competitor with activities like better after

sales services and promotional activities. Media –Must use any media vehicle for local level advertisement. Suggestions – Services and promotional activities must be improved. TURNOVER – Total = 1 crore with20% share of Samsung. COUNTER DISPLAY -

PRODUCTS

BRANDS

FLATCTV

LCD F.F D.C S.A.W.M

F.A.W.M MWO DVD

SAMSUNG 30% 40% 30% 30% 40% 40% 50% 30%LG 40% 60% 70% 70% 60% 60% 50% 30%OTHERS 30% 40%

Page 75: Survey Report of Samsung Electronics Final

JWALAMUKHI –

RAJAN AND CO. –

Consumption Pattern – Each and every range of product model. Beliefs – Very good quality products with distinct features. Expectations – No support in the distributers end , should be direct channel, no

response from the company. Buying Behavior – market of both cost as well as quality oriented people. Competitors Activities – LG is main competitor with cheaper range of products

and motivates dealers with regular incentives to enhance sales. Media – Promotion through local media, glow signs, newspapers, cable TV. Suggestions – Must improve upon distribution channel; take care of dealers so they

should be encouraged for sales of Samsung products. TURNOVER – Total = 50-60 lakhs with 40% share of Samsung. COUNTER DISPLAY –

PRODUCTS

BRANDS

FLATCTV

LCD F.F D.C S.A.W.M F.A.W.M MWO DVD

SAMSUNG 50% 50% 40% 40% 40% 40% 50% 40%LG 20% 50% 30% 30% 20% 20% 50% 60%WHIRLPOOL 15% 15% 20% 20%VIDEOCON 30% 15% 15% 20% 20%

Page 76: Survey Report of Samsung Electronics Final

DEHRA –

RICHA ELECTONICS –

Consumption Pattern – Medium range of product models. Beliefs – Very good quality but services are poor. Expectations – Should introduce cheap range and improve services. Buying Behavior – Market of cost oriented people. Competitor Activities – LG services are good and advertisement at local level. Media – Advertisement at local level through print as well as electronic media. Suggestions – Introduction of cheaper range of products, improve upon services. TURNOVER – Total = 60 lakhs with 70% share of Samsung. COUNTER DISPLAY –

PRODUCTS

BRANDS

FLATCTV

LCD F.F D.C S.A.W.M F.A.W.M MWO DVD

SAMSUNG 60% 50% 60% 60% 50% 50% 50% 40%LG 40% 50% 20% 20% 30% 30% 50% 60%WHIRLPOOL 20% 20% 20% 20%

Page 77: Survey Report of Samsung Electronics Final

CHAMBA DISTRICT

Page 78: Survey Report of Samsung Electronics Final

CHOWARI –

MAHAJAN ELECTRONICS –

Consumption Pattern – Smaller range of product models. Beliefs – very good quality products but very poor services. Expectations – Should provide better services and introduce cheaper range of

products. Buying Behavior – Market of cost oriented people. Competitors Activities – LG is main competitor with activities like better after

sales services and advertisement. Media – Very less advertisement should be increase at local level through possible

media vehicle. Suggestions – Appraisals to dealers to encourage them for better sales, better

services. TURNOVER – Total = 15 lakhs with 60% share of Samsung. COUNTER DISPLAY –

PRODUCTS

BRANDS

FLATCTV

LCD F.F D.C S.A.W.M F.A.W.M MWO DVD

SAMSUNG 60% 100% 60% 60% 70% 70% 100% 40%GODREJ 40% 40% 30% 30% 20%OTHERS 40% 40%

Page 79: Survey Report of Samsung Electronics Final

BANIKHET –

MODERN ELECTRONICS –

Consumption Pattern – Average range of product models. Beliefs – Very good quality products. Expectations – Products of cheaper range should be introduce and increase margin

of DP and MRP. Buying Behavior – Market of cost oriented people. Competitors Activities – LG is main competitor with activities like cheaper

product range and promotional activities. Media – Local level advertisement through any media vehicle. Suggestions – Dealers must be provided with incentives so that they are

encouraged to enhance sales of Samsung products. TURNOVER – Total = 60 lakhs with 50% share of Samsung. COUNTER DISPLAY –

PRODUCTS

BRANDS

FLATCTV

LCD F.F D.C S.A.W.M F.A.W.M MWO DVD

SAMSUNG 40% 50% 60% 60% 70% 70% 100% 30%PHILIPS 20% 30%SONY 40% 50% 40%GODREJ 40% 40% 30% 30%

Page 80: Survey Report of Samsung Electronics Final

CHAMBA –

BHARAT ELECTRONICS –

Consumption Pattern – Every type of Product model. Beliefs – Very good quality products. Expectations – Services should be better. Buying Behavior – Market of both cost as well as quality oriented people. Competitors Activities – LG is main competitor with activities like better after sale

services and promotional activities. Media – Can promote in local level through print media, electronic media, trade

fares etc. Suggestions – must provide incentives to dealers time to time, improve upon

services and promotion. TURNOVER – Total = 2.5 crores with60% share of Samsung. COUNTER DISPLAY –

PRODUCTS

BRANDS

FLATCTV

LCD F.F D.C S.A.W.M F.A.W.M MWO DVD

SAMSUNG 50% 40% 60% 60% 60% 30% 50% 40%IFB 40% 50%GODREJ 40% 40% 40% 30% 20%SONY 50% 60% 40%

Page 81: Survey Report of Samsung Electronics Final

MUNSHI RAM KARAM CHAND ELECTRONICS –

Consumption Pattern – All ranges of product model. Beliefs – Very good quality products. Expectations – Increase in margin of MRP and DP. Buying Behavior – Market of cost as well as quality oriented people. Competitors Activities – LG is main competitor with activities like cheaper range

of products and promotional activities. Media – Promotional activities through print as well as Electronic media. Suggestions – Promotion of Samsung at rural areas to penetrate in rural market. TURNOVER – New store so expected Turnover is 50 lakhs/annum. COUNTER DISPLAY –

PRODUCTS

BRANDS

FLATCTV

LCD F.F D.C S.A.W.M

F.A.W.M

MWO DVD

SAMSUNG 100% 100% 100% 100% 100% 100% 100% 100%OTHERS

Page 82: Survey Report of Samsung Electronics Final

CONClUSION

&

SWOT ANALYSIS

Page 83: Survey Report of Samsung Electronics Final

COUNCLUSION & PRACTICAL EXPERIENCE–

In this project report, I have tried to indicate and explain some aspects of Marketing for a

world known brand SAMSUNG. Though SAMSUNG has touched sky due to its quality

products but nowhere in the world any Organization which can claim as champion in

present era of competition, minute to minute changing technology and simultaneous

changes in consumer behavior. It is a fact that business success depends upon identifying

and serving the needs of present and future customer and crucial analytical approach which

provides management needed strategic and factual information for decision making has

become essential now.

Being a marketing management student I was keenly interested to make analysis of market

to provide some effective solutions to my company SAMSUNG. I during survey started for

answers to all those questions which are mainly related to consumer behavior, dealers

behavior towards the products of SAMSUNG.

In process of survey field visits to different places of Kangra district’s planes with thick

population density and snow covered hilly areas of Chamba with thin and scattered

population, interaction with Consumer of SAMSUNG brand and other with loyalty towards

main competitors like LG, VIDEOCON, PHILIPS etc. helped me a lot to build a picture of

complexity and diversity of consumer behavior with change of geographical and

demographical conditions. Surveys provide me an opportunity to meet people and dealers

face to face and as a mean of gaining a quick and accurate assessment of implications and

impact of SAMSUNG brand. This also helped me to know the difficulties of

dealers/distributers and enable them to express and analyze their problems and priorities.

Survey was an opportunity provided by my project manager to trigger, consider, search ch

and experience market to set objectives to increase awareness, encourage trial, reinforce

behavior and provide information about highly placed brand SAMSUNG, if my

Survey

report

help

SAMSU

NG in

Page 84: Survey Report of Samsung Electronics Final

their efforts to flourish business in rural market of H.P. In the least degree, I shall be amply

rewardeSWOT ANALYSIS –

However, I wish to convince my company to adopt a particular track but like to explain

main STRENTHS, WEAKNESSES, OPPUTUNITIES, THREATS of SAMSUNG which

are factors influencing the consumer/dealer’s behavior and are either most amenable to

change or have greatest impact on the problems being faced in rural markets in the “Land

of Gods “and “innocent people” key factors which could help to overcome weaknesses and

penetrate in market with zeal and zest by apply new force of enthusiasm.

SRTENTHS –

Uniqueness of Samsung products.

Well positioned brand.

Well established brand awareness.

Products for every segment of costumers.

Adequate dealer’s network.

Good brand image.

Creative team.

Good retail outlet image.

Personalized consumers.

Product loyalty.

Product differentiation.

Page 85: Survey Report of Samsung Electronics Final

WEAKNESSES –

Inadequate market analysis.

Higher cost.

Severe competition.

Inadequate marketing efforts.

Weaknesses in distribution.

Marginal profits for dealers.

Poor after sales services.

Inadequate feedback.

Inadequate efforts to promote brand loyalty.

Poor post sale consumer dealers relations.

OPPURTUNITIES –

“SAMSUNG AYEGA- GAON GAON CHHA JAYEGA”

THREATS –

Severe competition with LG VIDEOCON etc.

Less innovations alterations in existing products.

Diversification in product line.

Increasing cost in comparison to competitor.

In the end of my note I would like to say. SAMSUNG –“Real need of life for every

Husband and wife.”

Page 86: Survey Report of Samsung Electronics Final

BIBILOGRAPHY

Page 87: Survey Report of Samsung Electronics Final

REFRENCES/BIBLIOGRAPHY -

Web Sites:

http://www.samsung.com/in/aboutsamsung/index.htm

http://www.samsung.com/in/aboutsamsung/samsungglobal/index.htm

http://www.samsungindia.com/where_we_are/index_wcms.asp

http://en.wikipedia.org/wiki/Samsung

Others:

Dealer Survey

Customer Survey

Samsung Monthly Magazines