Post on 29-Oct-2014
TABLE OF CONTENTS
S.No. SUBJECT
1 PREFACE
2 METHODS OF COLLECTING DATA
3 INDUSTRY PROFILE
4 SAMSUNG LOGO CONCEPT
5 INTRODUCTION
6 BOARD OF DIRECTORS
7 COMPANY PROFILE
8 OBJECTIVE OF THE STUDY
9 GOLDEN ERA OF CTV
10 SAMSUNG VISION
11 PRODUCT PROFILE(COLOR TELEVISION)
12 SAMSUNG PHILOSOPHY
13 CTV PRODUCT PROFILE
14 ADVERTISING SCENARIO
15 SAMSUNG SERVICE NETWORK
16 RESEARCH METHODOLOGY
17 RECOMMENDATIONS
18 SWOT ANALYSIS
19 FINDINGS
20 TURNOVER PROFIT(CTV MARKET SHARE)
21 CONCLUSION
22 BIBLIOGRAPHY
PREFACE
Theoretical and practical knowledge are the two different but
inter related aspects, which makes the concepts clear and vision
bright and help in facing the actual situations. Although theory
is the first and important step which acts as a base and create a
picture in mind for a thing but practical knowledge which bridges
the gap between the imaginations and realities. So practical
knowledge is very important for developing thoughts and giving
shape to them.
Field training has been made a part and passing of our training
programme. This type of training programme is very helpful as:-
- It installs a feeling of belongingness.
- Feeling of exceptness
- Development of better understanding of concepts.
- Generate morale
- SWOT Analysis (Strength, weakness, opportunity and threats
- Acquaint students with job performance standards.
This practical training could be taken as a beginning of a process
of indoctrinization into the ways of business organisation and it
is the first step which would be helpful in future prospects.
This report is an endeavour to highlight various aspects of
interdepartmental and infra-departmental relationships,
communication pattern, industrial scenario and prospects of
electronic industry.
THE FOLLOWING METHODS WERE
USED BY ME TO COLLECT THE DATA.
Observation Method
Interview and Discussions
Questionnaire Method
Consultation of Records etc.
This present report has been divided into various chapters,
which includes discussion about industrial scenario of the
Television industry, Company Profile of Samsung International
Ltd., Research Methodology, Work Schedule, Recommendation
and Conclusion.
INDUSTRY PROFILE
In the wake of 20th century a revolutionary breakthrough in the
area of technology revoked the whole world due to the efforts of
scientist J.L. Baird. Earlier people believed that only sound can
travel long distances, but this myth was subdued with the
invention of television in 1926. Television came in India in 1959
with transmission centre at Delhi. Earlier this magic box was
meant only for the higher strata of the society, but with the
competition & reduction in prices it was made available for the
middle & lower classes of society also.
C.T.V. came in India in 1980 during Asiad Games. With the
inception of colour TV many players emerged in the market.
These entrants were Weston, Atari, Salora, Dynora, Binatone,
Uptrone, Konark, BPL Sanyo, Nelco, Bush, EC etc. Most of the
manufacturers made Black & While TV’s as well as colour
televisions.
Onida, which came, up, with sleek vertical model & priced it at a
premium range for ahead of rest.
Binatone, a very sophisticated company, which had collaboration
with British Dynamic Ltd. was offering stereophonic sound in CTV
models.
Nelco, from the house of TATA, came out with Blue Diamond
range of CTV’s. Some other leading brands were Philips, Uptron,
Weston etc.
The late eighties saw a massive shakeout & half of the players
disappeared. Earlier it was “Sellers Market” but with cutthroat
competition market turned into “Buyers Market” & the product
was designed keeping customers satisfaction in the mind. The
remote control became the integral part of CTV’s, Audio & Visual
Quality was upgraded & new features added.
After 1988 only a few major players were left in the market with
the few other regional players with a fringe presence. These
were BPL, ONIDA, VIDEOCON & PHILIPS. Major broad
leaders set up R&D facilities. Soon the CTV market in India was
a mature one with high quality product having special features.
In the pest Liberalisation era of 1991, doors were fleeing open to
foreign operators. Many new brands came flooding in & the
competition heated up. Foreign majors like Sony, National
Panasonic, Akai, Gold star, Samsung, LG, Daewoo, Aiwa, Hitachi,
Konka etc. entered the Indian market offering big screens &
better sound quality with added features.
All the above mentioned brands have occupied a place of its
own, highly powerful & of greater significance that were recalling
of the name enables people to identify the brand, its owner,
various products sheltered under it and so on and so forth. All
this is accomplished by the awareness created by the mass
media in the consumer’s mind.
SAMSUNG LOGO CONCEPT
Samsung’s corporate logo projects Samsung’s firm
determination to become a world leader. Its blue colouring
suggests both stability and reliability and projects a warm,
intimate feeling.
The name is written in Roman Script, making it easier to be
read and remembered throughout the world. It is
superimposed over a dynamic, new logo design, giving an
overall image of an enterprise on the move.
The elliptical logo shape symbolizes the world moving
through space, conveying a distinctive image of innovation
and change. The first letter “S” and last letter, “G”, partially
break out of the oval to connect the interior with the exterior,
symbolizing Samsung’s desire to be one with the world and to
serve society as a whole.
INTRODUCTION
“SAMSUNG IS CONSOLIDATING”
Samsung has been making efforts to serve the world with export
trade, technology development, and social contribution for the
64 years since the foundation of the company in 1938.
It is difficult to describe Samsung in few words.
Samsung’s business area range from semiconductor to oil
tankers and from trade and banking to information
communications. Samsung’s technology research and
development, investment and service include 170,000
employees at 305 international offices in 65 different countries.
However the trend of expanding corporations is slowly changing.
Samsung actively adjust to the change by restructuring the
fundamental business towards the future core area and by
pursuing vale-added products and services. During Korea’s1997
economical crisis and the following corporate restructuring,
Samsung survived because it had started a new management
campaign as early as 1993, moving from a quality centered
management style to a quality-centered one.
Samsung is re-organizing its businesses, focussing on the
electronics, banking and the service industries to become the
global leader in the 21st century.
Today’s rapidly changing FMCG market requires specialized
marking inputs to ensure the success of any product. Since the
entry of SAMSUNG in 1995 in India the rules of the game have
changed drastically. Keeping in pace with these, Samsung’s
dynamic and aggressive marketing plans have ensured that the
brand is placed among the best available. With the entry of a
large International players the customer has got wider choice to
select plan. He is truly the King today.
FOLLOWING ARE THE BOARDS OF DIRECTORS:
NO. TITLE NAME NATIONALITY REMARK
1. Director Kun
Hee
Lee
Korea President of Samsung group
2. Director Sang
Dae
Lee
Korea Ceo and president of
Samsung corp., housing
3. Director Myung
Kwan
Hyur
Korea Ceo & president of samsung
corp., housing
4. Director/
Auditor
Nae hoi
park
Korea Professor
COMPANY PROFILE
CHRONOLOGICAL GROWTH OF SAMSUNG
1940’S Foundation of Samsung
On March 1, 1938, the late founding Chairman Byung Chull Lee
started a business with the name of “Samsung” in Taegu with
30,000 won in capital.
In the early days of Samsung’s business, the company exported
dried fish and vegetables and fruits produced around Korea to
Manchuria and Beijing. Soon Samsung also started
manufacturing and sales activities by setting up a flour mill and
confectionery machines.
In November 1948, the late founding Chairman Lee moved
Samsung’s office to Seoul and founded the Samsung
Corporation. This marked the beginning to Samsung’s entry into
full-scale international trade. Samsung Corporation be come
known for its usual management style (for those days), such as
letting its employees to participate in the company’s investment
and profit sharing and rewarding employees for their abilities.
1950’s The Principle of Economic Stabilization
After Korea’s Independence from Japan in 1945, the Korean
economy become unstable due to political and social unrest.
The Korean War (started in June 1950) also decimated the
economy.
Samsung Corporation, which had been growing steadily, lost all
its assets during the war. Despite this loss, the company
refused to become discouraged. Instead, management moved
the company to Pusan (the main port city in the Southern tip of
the Korean penisula) in January.
Samsung began the first step of its grand idea to rebuild Korea’s
economy by entering the manufacturing industry. It began
substituting imported goods with domestically produced
products through the establishment of Cheil Sugar Co. (currently
Cheil Jedang, now an independent company from Samsung) in
1953, The following year, Samsung established Cheil industries
and opened the era of Korean produced fabrics, which also
helped to rebuild Korea’s economy.
Until the mid – 1950s, most Korean companies hired employees
based on relationships through schools, families, and relatives.
However, Samsung become a leader in modern business
partices, being the first Korean company to recruit new
employees through a public and established personnel
management system in 1957. This management system was
designed to recruit and cultivate a highly efficient work force,
and it instituted policies to rainproof the welfare of its
employees.
1960s Entering the Electronics Industry and Expansion of
Key Industries
Following the April 19 Revolution (1960) and the May 16 (1961)
military coup in Korea, Samsung faced many difficulties under the
resulting social upheaval. During this period, Samsung prepared
a new to rebuild the Korean economy. In 1969, it established
Samsung Electronic Co. Ltd. a company that would help develop
Korea’s electronics industry into a worldwide competitor. The
late founding Chairman Lee believed that “electronics is a value-
added industry that requires technology and skilled labor and had
great growth potentials both at home and aboard. “He
determined the electronics was exactly the type of
Industry Korea needed at that economic stage. As
demonstrated by the current success of Samsung Electronics in
semiconductors, he could not have been more right. Samsung
also established Korea Fertilizer Manufacturing Co. (currently
Samsung fine chemicals Co. Ltd.) Samsung sought the
expansion of several key industries and started to gain as a
corporate leader in Korea.
From this time, Samsung started to pay attention not to the
business, but also to social contribution programs, The Company
invested large amounts of money into Taegu and Sung Kyun
Kwan universities to educate talented people.
To return the company’s profits to society, it created the
Samsung Scholarship Foundation in January 1964. It also
developed the Samsung Foundation of Culture in April 1965 to
take a leading role in Korea’s social and cultural development.
1970s Entering the Chemical and Heavy Industries.
The 1970’s marked the period when Samsung laid the
foundations for several future strategic industries: heavy
chemical, and petro chemical
Prepared in August 1973, Samsung’s “second five-year
management plan” included intensive investments to the each
chemical industry as well as the establishment of a new ship
building company. To strength then Korea’s competitive power
internationally in the textile industry, Samsung also integrated
the manufacturing process from raw materials to final products.
As a result, it established several other companies; Samsung
Heavy Industries company, Ltd. (1974), Samsung shipbuilding
company, (1977, when Samsung acquired Daesung Heavy
Industry Company), and Samsung precision Company
(1977-now Samsung Aerospace industries, Ltd.)
From the early 1970s, Samsung Electronics Products electronic
home appliances such as TVs and VCRs, and began to enter the
international market. In 1947, with the taking over of 50% of
Korea Semiconductor Co. Samsung Electronic began its reign as
a leader in the semiconductor field.
1980’s Entering International Markets Based on
Technology
In 1978, Samsung Semi conductor split from Samsung
Electronics to become a separate entity. Until 1983, Samsung
produced semiconductors for the domestic market. With the
successful development of a 64K DSRAM (Dynamic Random
Access Memory) VLSI chip in December 1983, Samsung took a
world leading position by introducing many new semiconductor
products.
Samsung precious Company (established in 1977) laid the
foundation
In another high tech industry. Renaming the company to
Samsung Aerospace Industries, Ltd. in February 1987, Samsung
officially entered the aerospace unprecedented speed and it
plans to participate in the development of future space stations,
as well as space facilities to the Moon and Mars in the early 21st
century.
Samsung entered of the systems development business by
establishing Samsung data Systems Company. The Samsung
Advanced Industries to Technology (1987) helped Samsung
further expand into such fields as electronic, semiconductor,
high polymer chemicals, genetic engineering, optical
telecommunications, and the aerospace industry, solidifying the
company’s technological foundation in the 1990s.
The foundling chairman, Byung-Chull Lee, passed away on
November 19, 1987, and Kun-Hee Lee succeed his father as the
new chairman. At the 50th anniversary of Samsung’s foundation
in 1988, he announced the “second founding” of the Group,
directing Samsung’s growth towards becoming a leading world-
class corporation of the 21st century.
For this “second founding” Samsung launched into new projects
dealing with restructuring old business and entering new ones.
In a move towards becoming one of the world’s top five
electronics companies, Samsung merged an electronics
company with a semiconductor telecommunications company in
1988. The merger helped Samsung maximize its technological
resources and develop value added products. The integration of
overlapping projects reduces and develop value added products.
The integration of overlapping projects reduces costs and
efficiently utilized capital as well as labor force. The late 1980s
marked the time when Samsung concentrated its efforts on
electronics and heavy industries and started to build its high-
tech reputation in the world.
1990’s Growth towards Global Leadership
In the 1990s, competition, mergers, and coalitions among
companies increased tremendously. Up-to-date technology and
service expanded and industries entered an age if limitless
competition between countries and companies.
Samsung, declared the state of its New Management program in
1993. Concentrating on making world class products, providing
total customer satisfaction, and being a good corporate citizen
made the New management program a remarkable corporate
innovation.
Samsung started to pursue a full-scale quality drive and world
best strategy. As a result, 17 different products (including
semiconductors, computer monitors, TFT-LCD screens, and color
picture tubes) ranked in the 5 products for market share in their
respective areas. Twelve other products took the top market
ranking in their areas.
Samsung led the LCD field in market share for all seven
consecutive years since entering the field in 1993, Samsung
Heavy Industries’ drill ship, a probe vessel for a sub marine oil
field, captured 60% of the world market.
To emphasize the importance of courts and customer service,
Samsung Human resources Development Centre has been
conducting customer service lectures for all Samsung customer
service personnel. Additionally, the Shills Hotel has managed
etiquette and manner courses and customer service for the
employee of such Samsung aviates as Samsung Life Insurance,
Samsung Securities, and Samsung Card. In the service area,
Samsung company utilizes the “Line Stop” system: when inferior
product are discovered, the production line completely stops
until the problem in solved. For better satisfaction of customers,
the company instituted inside system improvements and outside
service enforcement such as Samsung Corporation’s 48-hour
Home Express system and Samsung Cards’ service guarantee
system. Since 1990, Samsung has increased its 0participation in
social welfare, environment conservation, and cultural events to
become a good corporate citizen.
Samsung actively participates in sports marketing. As a result of
its intensive efforts, Chairman Kun-He Lee was selected as a
member of the International Olympic Committee (IOC) in July
1996, His appointment greatly enhanced
Samsung’s image as a key contributor to the world of sports. In
late 1997, due to Korea’s economic, the business activities of all
companies in Korea shrank, samsung restricted personnel, and
improving the sonless or its financial structure.
Samsung reduced the number of its affiliates to 47 companies.
The company sold 10 business units to overseas companies for
15 billion dollars, including. Samsung Heavy Industries’ highly
acclaimed construction equipment business foundation to Volvo
AB of Sweden and its business units to Clark.
It also lowered 1997’s 365% debt ratio to 183% late 1999 and
reduced its labour force by almost 50,000 people. In the 2000
years Samsung will grows as a leader of the information society,
identified with digital and internet technology by concentrating
on electronic, banking and services.
OBJECTIVE OF THE STUDY
The objectives formulated for this study are as under;
To study the market conditions with reference to color TV
market
Finding present position of Samsung in CTV market
Comparative study of Samsung CTV with other brands.
GOLDEN ERA OF CTV
Since the liberalization grabbed the country “WHITE GOODS
MARKETS” has become the battle field among the Indian and
global players whose skeptics are unimpressed, even then are
instability been to play their card. Today’s, companies are
undergoing fresh reappraisal in the light vast Global Technology,
Economic and social of demand are resulting from the resting
income levels of consumers and more inclination of consumers
towards branded product. Today customers face a platitude of
product in every category. In the vast choice customer
gravitated offering that best meet their individuals expectation.
So, brand marketing go from expounding splurge of their
products to claims of excellent services. In fiercely competitive
market, question of viability does not let any company to
compromise which any of its function of marketing, advertising,
production R&D etc. few of domestic brands become vulnerable
to the arrival of global brands, but some of Indians brands claim
the benefit of strong recognition of their brands in the market to
local customers and are trying to match their brands quality with
that of Multinational brands, but there are Multinational giants
perpetually showing their manoeurbravility to mark the
difference. Indian brand makes find themselves at ease to catch
the pulse of customers and think that foreign companies are new
to Indian cultural and could misjudge the market, but
Multinational companies are employing best suitable methods
and sound technologies to impinge upon past record in their
favor. So Indian soil is witnessing both the Indian and global
brands vying for Major share.
Today mass markets are fragmenting into micromarkets, so
brands builders are using every savvy to catch pulses of
consumers but today’s customer is discerning and exhibit
varying and diverse requirements. Customer are buying director
through catalogues., telemarketing and internet, etc. Price
discounts and sales promotion is rampant (Exchange offers etc.)
and eroding brand loyalty diminishing consumer loyalty means
that companies must re-examine their foundational concept and
even reverse the premised on which they built their successful
business.
Inspite of cut-throat competition in white goods market, Mega
global brand are keen to in view their lot projected Foreign direct
investment in core industries.
SAMSUNG VISION
Samsung India’s Vision entails helping people improve the
quality of their lives by providing them with superior quality,
state-of-the-art technology products at the right time and the
right price. But beyond its role as a purveyor of quality products
in India, Samsung seeks to contribute to the economic growth of
the country through its export commitments and large scale
production facilities generating secured employment for
hundreds of Indian people.
At Samsung, we strive to contribute to the development of the
electronics and components industry in India:
By enhancing the knowledge levels of our workforce through
the introduction of our advanced management systems and
production Know-how in our manufacturing facilities.
By introducing our Indian vendors to our world class quality
systems and helping them improve their our quality systems
and production processes;
And setting benchmarks for the industry-be it in terms of
after sales service for our products, quality systems and
management techniques at our facilities, or our products
themselves.
IN THE PIONEERING TRADITION
SAMSUNG INDIA ELECTRONICS
LTD. – AN OVERVIEW.
PRODUCT PROFILE:-
COLOUR TELEVISION.
Tantus, Plano, Metallica and Hitron are some of the sub brands
under which the Samsung Colour Televisions are available.
While Tantus represents the Digital ready range comprising of
the large screen Projection televisions and the 40” LCD
Projection TVs. The Samsung ‘Plano’ colour television range
comes with the award winning ‘Dyna Flat’ technology and is
available in the 15th, 21st, 25th and the 29th screen size segments
in India. The Dyna Flat technology in the Samsung ‘Plano’ range
ensures perfectly flat images that have no visible curvature
when viewed from any angle and remarkable colour purity. The
Metallica series, represents the success of the Samsung India
R&Dcenter and that of Samsung Electronics, Korea, in producing
a product designed as per the Indian customer needs and
preferences. The Metallica series meets the Indian customer’s
preference for powerful sound by combining stunning sound
technology with breakthrough picture production to give a
complete audio-visual experience.
Samsung India is targeting a market share of in colour
televisions by the end of the year 2002. Its Parent Company,
Samsung Electronics which currently holds a 8.5% market share
in the Global CTV Market, is targetting to be No.1 CTV player
globally by the year 2003 with a 10% market share.
BIO-FRESH REFRIGERATORS:
The Samsung ‘Bio Fresh’ Refrigerator range is available in
capacities ranging from 310 litres to 680 litres. At the heart of
Bio Fresh refrigerators is the Bio Ceramic technology. Ceramics
form a part of the raw materials used in the manufacture of the
Vegetable Compartment and have the unique property of
emitting ‘Far Infrared Rays’ (FIR). The FIR helps retain the
moisture content in the vegetables, fruits and other natural
products, keeping them fresher and tastier for longer.
Samsung’s technological expertise is manifest in the Dynamic
Super X Flow Cooling System that its premium refrigerator range
is equipped with. The new generation Dynamic SuperXFlow is
designed so that cold air can be distributed from 4 sources-
bottom, left, right and back. This leads to 35% faster cooling
and refrigeration of every compartment evenly even if it is filled
to capacity.
WASHING MACHINE
The Samsung washing machines are designed to wash clothes
clean as if they were washed by hand. The Hydroject washing
action is unique to Samsung’s Top Loading Fully Automatic
Washing Machines. The Waterfall flow causes a strong flow of
water to stream down from the top, helping light clothes to come
in contact with the pulsater, enabling a perfect wash. This is
complemented by the Centrejet, which is a strong gush of water
formed right at the center of the washing machine, which forces
the dirt out of the clothes.
The Samsung washing machines have an ergonomical design
and fuzzy logic controls. The models currently available in the
market are in the 5.5 kg.-6 kg. Capacity range including the fully
automatic top loading and front loading versions.
AIRCONDITIONER
Samsung has introduced in the Indian market its wide portfolio
of Window and Split Air conditioners, available in the capacities
between 1.0 tonne to 2.0 tonne, in both window and split
versions. The Samsung Instachill Airconditioners are equipped
with a special 4 row condenser coil for faster cooling. Extra 2
rows of coils provide double the surface area for the refrigerant
to dissipate its heat. This results in faster chilling, thereby
putting lesser strain on the compressor-resulting in lower
electricity bills. Further only Samsung Airconditioners are
equipped with a 3 stage filtering operation. The antibacterial
filter sieves bacteria, the electrostatic filter remvoes dust and
the deodorizing filter removes bad odour to give more healthy
air to breathe.
MICROWAVE OVEN
Samsung commenced the microwave business in India in July
1997 by launching microwave ovens, based on imports from
Korea. Subsequently in March 1999, it commenced the
manufacture of Microwave Ovens in India. Today, Samsung
Electronics holds the top share of the world microwave oven
market with 24% market share. The Samsung microwaves after
various combinations to meet the needs of different customers-
microwave. A unique bio ceramic enamel cavity in the Samsung
microwave ovens, compared to the stainless steel cavity in other
brands, enables the Samsung microwave oven to retain much
more Vitamin C and F in the food during cooking, make faster
and more gentle cooking of food and enables easier cleaning.
THE SAMSUNG PHILOSOPHY
WE WILL DEVOTE OUR HUMAN RESOURCES AND TECHNOLOGY
TO CREATE SUPERIOR PRODUCTS AND SERVICES, THEREBY
CONTRIBUTING TO A BETTER GLOBAL SOCIETY.
DEVOTE HUMAN RESOURCES AND TECHNOLOGY:
By “human resources”, Samsung is referring to people who
recognize their duties as members of a global society, exert their
full potential and contribute to the betterment of society. By
“technology’, Samsung is not only referring to technology for
product development, but also to the technology for improving
the quality of life in general.
CREATE SUPERIOR PRODUCTS AND SERVICES:
To fully satisfy customer needs, Samsung will concert its efforts
to create superior products and services.
CONTRIBUTE TO BETTER GLOBAL SOCIETY:
To provide people with a better quality of life, Samsung will give
back a portion of its profits to customers, society and the world
as a whole. As a global corporate citizen, Samsung recognizes
its responsibility to spare no effort to increase the prosperity of
society.
At Samsung, we believe in returning to the community some of
the profits we earn from it, through the social causes we
espouse. We view ourselves not as an MNC operating in India,
but as an ‘Indian Company’ operating here, conforming to the
laws of the country and committed to working for the Indian
community.
We want to be seen as the
‘Most Respected’ Indian Company.
CTV PRODUCT PROFILE
Samsung India Electronics Ltd. has a varied range of TV’s to
offer to the Indian Market. Few of the important among them
are listed as follows:
Samsung Color Television
Bio Series TV
CZ-14D8(14”)
36 cms
Hitron Circuitry
On/Off Timer
Child Lock
100 Program Memory
Zoom and Wide Modes
100W PMPO
Auto Sound Leveller
5 picture Modes
Full Function Remote
Game Mode
Bilingual OSD
Samsung Color Television
Bio Series TV
CS-20D3(20”)
51 cms
Auto Kinetic Bias
Auto Search
Pal B/G Color System
5 Picture Mode
Digital Audio Vision
200W PMPO
Multiligual OSD
Channel Sorting
Blue Screen
Channel Scan
100 Channels
Bio Series TV
CZ-20D8(20”)
51 cms
Hitron Circuitry
Glow Remote Control
150 W PMPO
200 Program Memory
Auto Sound Leveller
Game Mode
Child Lock
Bilingual OSD
Two Speakers
Euro/Multi Colour System
Auto Tunning on Remote
Pickn choose
CS-21D8(21”)
53 cms
100 Program Memory
Full Function Remote
Child Lock
On/Off Timer
A/V Stereo
5 Picture Modes
Game Mode
200 W PMPO
Bilingual OSD
Hitron Circuitry
Zoom and Wide Modes
Auto Search Function
CS-21S7 (21”)
53 cms
Plug and Play
4 Speakers
100 channels
Channel Naming
A2 Nicarn Stereo
800 W PMPO
Melody Sound (Power on/off)
Auto Kinetic Bias
Sleep Timer
5 Band Graphic Equalizer
Turbo Sound
Auto Sound Leveller
Transparent OSD
Curtain Effect
CZ-21E4(21”)
53 cms
Hitron Circuitry
5 picture Modes
140 W PMPO
200 Program Memory
Bilingual OSD
53 cms Picture Tube
FFST Screen Flatness
Channel Sorting
2 Speakers
Euro/Multi Colour System
Back A/V IN
Monitor Out
CZ-21S1(21”)
53cms
Zoom and Wide
180W PMPO
On/Off Timer
Child Lock
Auto Search Function
Auto Sound Leveller
100 Program Memory
Hitron Circuitry
Bilingual OSD
5 Picture Modes
Game Mode
CS-25M6(25”)
64cms
Pure Flat TV
Glow Remote Control
Digital Noise Reduction
Color Tone 5 modes
DVD Input
Auto Sound Leveller
A2 stereo
Turbo Sound
300W PMPO
64m Picture Tube
200 Program Memory
Game Mode
Multi System
Child Lock
Auto Tuning on Remote
Monitor Out
CS-29Z4(29”)
74cms
100 Hz natural scan
Pure Flat CRT
Dolby Pro Logic
2 Timer PIP (Picture in Picture)
Digital Comb Filter
Auto Kinetic Bias
450 W PMPO
DVD Input
VGA PC Input
74 cm Picture Tube
ADVERTISING SCENARIO OF
VARIOUS TELEVISION BRANDS
Samsung emphasizes more on its technology. LG, their
advertisement emphasis on health, which they consider as their
promotional strategy in order to attract the customer at various
level. SONY is consolidating on its international brand image.
PANASONIC has a comparison to show its color television as
superior with the rest of the brand. BPL emphasizes on its
various features trying to convey that its color Television is for
all the Segments. Some of the leading Television brands have
been discussed below.
SAMSUNG
Punch line – “EVERYONE’S INVITED”
Their advertisement focuses more on the features, which is
present in their color television. Samsung’s latest compaigns
show about their technologically superior quality. Their ads
focus more on sound clarity and picture quality. They have a
wide range of television series such as Tantus, PLANO and Bio
televisions. Samsung is trying to capture the upper middle class
and the middle class. During the festive season they come up
with various schemes such as the SAMSUNG “PHOD KE DEKHO”
to attract the customers.
LG
Punch line – “EXPAND YOUR LIFE”
LG lays more emphasis on the goodness of health through their
advertisements to attract customers at various levels. Their ads
focus more on the eyes for a better viewing purpose. Their
Golden Eye television is a revolution in itself as no matter how
long you watch TV, your eyes simply won’t get strained. LG
caters to the middle and upper middle class and has a tough
competition from other leading brands.
BPL
Punch line – “BELIEVE IN THE BEST”
BPL advertisement focuses more on the features so that the
customer gets educated more about their color television. They
are trying to show that their color television is value for money.
Brand image of the company is there is the market on which
they are capitalizing. Free gifts are being given on the purchase
of their televisions in order to attract the customer. They are not
targetting any particular segment but trying to convey that their
colour television is affordable by the entire segment.
PHILIPS
Punch line – “LETS MAKE THINGS BETTER”
They are focussing on technology and the price. Their aim is to
target to all the segments providing customers with superior
technology at affordable price. Price strategy was shown in their
advertisement campaign to show that their color television are
affordable, middle class and the lower middle class can offerd
their color television. Comparison test was shown with
SAMSUNG and SONY into prove their color television
technologically superior. Their main aim is to put television
technology at the top and bring prices at the bottom.
VIDEOCON
Punch line – “BRING HOME THE LEADER”
They are trying to focus on the features especially sound output.
In their latest compaign of BAZOOMBA they are focussing on
sound output because sound is the most important feature a
customer actually goes for. They are targetting to the entire
segment. They are trying to show that their colour television is
affordable.
SONY
Punch Line “It’s A Sony”
International brand image is so strong that they need not say
anything besides it’s a Sony. Their prices are high basically
catering to the upper class and the upper middle class but due
to the strong international image their product are very popular
in the market. Their advertising is easy to understand by a
customer, which gives insight of their product. Trinitarian is the
technology given by Sony. They come out with various schemes
and discounts to here the middle class people.
SANSUI
Punch Line “BETTER THAN THE BEST’
Sansui’s latest advertisement shows about their latest feature
the combine television. Though their advertisement they are
trying to convey that V.C.D., Television and A.C.D. is there is one
television so that the customer will get attracted towards their
color television. Through their advertisements they are trying to
convey that it is the latest technology which they are providing
while others are still using the outdated technology.
THOMSON
Punch line “HAPPY TECHNOLOGY”
Thomson advertisement focuses on technology. Their
advertisement cooping focuses on the various features, which
they are providing in color television. They are not targeting a
particular segment but those who are very keen about the
technology they should do for Thomson that is what their
advertisement is trying to convey.
AIWA
Punch Line “ PURE PASSION”
AIWA colour television advertisement strategy is based
on skinning strategy. Rates are priced low in order to
capture the market. In most of their advertisement
campaigns they have shown low rates and exchange
offer in order to attract the customer. Exchange offer is
there to capture the middle class. Aiwa is a sister
concern of Sony and as far as their advertisements are
concerned, they haven’t mentioned about technology.
SAMSUNG SERVICE NETWORK
Samsung India has set up a widespread service network
comprising of 15 Gold ASC’s and over 550 authorized service
centers to support its increasing sales. Samsung is increasingly
utilizing the web and networking with the parent company to
better its service offer to its Indian customers.
All the Samsung Authorized Service centres having internet
access can log on the ASCNET and be in touch with the company
on real time basis. Samsung is the only company in consumer
electronics industry to have this system in place which
essentially translates into an entire service network being linked
through the net for day to day working.
With the successful implementation of ASC Net, the complete
supply chain process has been automated for service. Space
parts ordering is entire and the Authorized service centre can at
any point of time log onto the website and know the stock
position and the order status of the spares he is ordering. The
ASC Net is not just bringing efficiency to the company’s internal
service infrastructure, but the system is helping both the
company and the ASC’s in correct forecasting and timely
delivery of spare parts, thereby reducing the inventory holding
costs of ASC’s and the company. Beyond its role of facilitating
more efficient supply chain management, the company plans to
apply state of the art web casting to the ASCNET this year. That
is use it as a tool for Distant learning with its ASC’s. The
company is sending technical bulletins, training material ;
service related manuals and other communication through the
web. The biggest advantage of ASC Net line in the faster and
easier communication that it facilitates, which enables the
company to service customers more efficiently. In fact, Samsung
was the first company to initiate a B2C initiative for service by
having on online call logging facility on its website
www.samsungindia.com
RESEARCH METHODOLOGY
I. Research instrument :
1. Visited the dealers across Delhi and gathered
information required by the questionnaire.
2. For employing strong base to the research I tried to
enquire the positions samsung CTV and her satisfied
they were with them if they were already selling them.
3. Final ranks were obtained by giving weightage to
individual ranks possessed by the dealers to make the
research more reliable.
II. Data Collection :
1. Primary Data has been used by me in the form of
questionnaire and observation which are the two basic
methods of collecting primary data which suffices all
research objective.
2. Secondary data sources like catalogue of the company,
product range book of the company and internet site
SamsungIndia.com have been used.
III. Sampling technique:
For the purpose of the survey a random sample of 100
dealers was taken. The extent of this survey was limited to
the city of Delhi only.
IV. Area of study :
Daryaganj Patel Nagar
Connaught place Bali Nagar
Ashok Vihar Raja Garden
Azadpur Hari Nagar
Shalimar Bagh Vikaspuri
Model Town Uttam Nagar
Paschim Vihar Shakti Nagar
Najafgarh Sultan Puri
Nangloi Palam
Rohini Pitampura
Karol Bagh Moti Nagar
Paharganj Karampura
Kamla Nagar
LIMITATIONS
A small sample size of 100 dealers was considered due to
time and resource constraints.
The scope of the project is limited to the city of Delhi only. So
we cannot say that the same response will exist throughout
India.
Some of the dealers were not co-operating in giving correct
information even if they were selling Samsung CTV.
Human error during recording, tabulation and printing error
could be present.
RECOMMENDATIONS
The dealers recommendations influence the buyer’s decision
to purchase a particular brand. So there is need for good
relationship with the dealer in terms of incentives provided by
the competitors, so that they might recommend Samsung
brand to the customer.
The promotional schemes attract the customer to buy a
particular brand. Therefore the company should come out
with new and innovative schemes so that volume can be
increased.
In Delhi market “Recommendation” plays a crucial role in the
sales of a CTV. So Samsung India Electronic limited should
stress on relationship marketing to retain its existing position.
To create brand image to build good relations with the
customer and to retain customer loyalty, Samsung India
Electronics Limited should ensure that their CTV are properly
installed and are delivered on time.
In the coming years competition will intensify more, so
companies will have to fight hard to woo the customers. Thus
at the moment price will play a crucial role. So Samsung India
Electronics limited should set up more R & D centres in India
to facilitate price control. In other words, lower down its cost
of production.
Buyers are aware of market and ask for finance schemes due
to monetary constraints. So, the company should arrange for
easy finance facility to attract the customers.
Rural marketing can be done at a higher scale as the Urban
market is penetrated with many brands. A lot of people in the
rural areas are not even aware of the brand Samsung.
Markets in the rural area need to be captured at a higher
rate.
Advertisement of a brand name has a long-term effect on the
buyer’s mind. So company should try the approach of
constantly advertisement through TV, Newspapers and
Magazines etc. The advertising should be in such a manner
that it strikes to the mind of probable customer and change it
into a definite customer.
Packaging can be handier. Hand care can be provided so that
the customer is able to carry their television sets more handy
and with more comfort.
To survive for the long run, company should offer better
product at a lesser price and a customer satisfaction
approach with keeping in mind weak areas like after sale
service and technological advancement.
SWOT ANALYSIS
STRENGTHS:
Company
1. A well-established brand name helps in promoting a new
range of products.
2. It is a multinational company based in South Korea, which is
considered to be a technologically advanced country with
advanced products to meet the requirement of the target
customers internationally.
3. A huge advertisement budget helps in brand Positioning and
recall .
4. A well-established sales subsidiaries and branch office
around the globe.
5. A high- tech R & D department for new products
development, situated at Seoul (South Korea).
Product:
1. A wide range of product to meet the requirement of the
target customers.
2. The attractive promotional offers like :
a) Five year warranty
b) 0% finance scheme
c) Festival offers like the “Samsung Phod ke Dekho
Offer”.
3. Unique Features Like ;
a) Hitron Circuitry
b) On/off timer
c) Curtain effect
d) Bilingual OSD
WEAKNESS:
Company:
1. Lack of production centers in India. It makes the product
costlier as most of the parts have to be imported.
2. Lack of R & D centers in India.
Product:
1. The Tantus and the Plano versions are comparatively costly
than the others.
2. Poor after sale service
OPPORTUNITIES:
With the fast changing economy the pricing strategy needs to be
tackled with care as it can decide upon long term decisions of
the company.
THREATS:
The nearest competitors (eg. LG, SONY, BPL, VIDEOCON, PHILIPS
etc) having the identical product range are the greatest threat to
the company.
FINDINGS
Samsung has a current market share of 11% and is expected
to reach 14% by 2003.
Among the 14” CTV, LG is the dominating brand in the market
whereas among 20” Videocon and BPL are the dominating
brands.
In the 21” category samsung is surely the market leader
followed closely by LG and BPL. In the 25” category Sony
surely is the leader.
In the 29” category Sony again captures the market but has
stiff competition from samsung, LG and BPL.
The No. of dealer surveyed felt that the brand samsung was
‘excellent’ was equaled by the number that felt it was a
‘satisfactory’ brand. However these sections form an
insignificant percentage of the total population.
In the coming years samsung has tough competition from some
of the leading brands such as LG, Sony, Videocon, BPL, Philips
and Onida.
14" COLOUR TELEVISION
(TOTAL No. OF UNIT SOLD)
SAMSUNG 5500
LG 5900
BPL 2540
VIDEOCON 3500
PHILIPS 2500
SANSUI 1800
ONIDA 800
BUSH 320
OSCAR 960
SHARP 400
20" COLOUR TELEVISION
(TOTAL No. OF UNITS SOLD)
SAMSUNG 5500
LG 5800
BPL 6000
VIDEOCON 6500
PHILIPS 5200
SANSUI 3000
ONIDA 5800
BUSH 800
OSCAR 300
SHARP 280
21" COLOUR TELEVISION
(TOTAL No. OF UNITS SOLD)
SAMSUNG 8000
LG 7200
BPL 6000
VIDEOCON 5800
PHILIPS 4600
SONY 5600
SANSUI 3500
ONIDA 4200
BUSH 1100
OSCAR 500
SHARP 650
25" Colour television
(Total no. of units sold)
SAMSUNG 4200
LG 4000
BPL 3900
VIDEOCON 3700
PHILIPS 2500
SONY 4500
SANSUI 1500
ONIDA 1700
BUSH 200
OSCAR 100
SHARP 400
29" COLOUR TELEVISION
(TOTAL No. OF UNITS SOLD)
SAMSUNG 2650
LG 3000
BPL 2800
VIDEOCON 1800
PHILIPS 1640
SONY 3680
SANSUI 1100
ONIDA 1400
TOTAL No. OF BRANDS SOLD IN ALL CATEGORIES
SAMSUNG 25850
LG 26550
BPL 21240
VIDEOCON 21300
PHILIPS 16440
SONY 13780
SANSUI 10900
ONIDA 13900
BUSH 2420
OSCAR 1860
SHARP 1730
OPINION ABOUT SAMSUNG CTV
OPINION No. OF DEALERS PERCENTAGE
EXCELLENT 15 15
GOOD 60 60
N.A 1 1
SATISFACTORY 18 18
POOR 6 6
TURNOVER PROFIT CTV Market Share
1996 138 0 6
1997 395 0 8
1998 540 5 9
1999 850 32 10.5
2000 1950 50 11
2001 2800 0
CONCLUSION
Most of the dealers are selling more than the brand. They sell
different brands to gain more volume and more availability to
the customers. So dealer’s preference to push the particular
brand to the customer play the major role in the colour television
market. Dealer preference to sell that brand in which he gains
more profit and whose schemes are more beneficial and best
suited to him. A dealer also prefers the company, which provides
better after sale service. Along with these he will keep in mind
the product quality and technology while selling a CTV.
According to the dealers advertising and promotional schemes
i.e, exchange scheme offers and other Dhamaka like schemes
also effect the consumers willingness. Aggressive advertising put
into effect for a long time in the customers mind which influence
the people are TV, Newspapers and Magazines.
Consumers prefer a MNC brand due to the quality and technical
features. Consumer also judge after sale service availability
which purchasing a CTV.
DEALER QUESTIONNAIRE
Q 1. In which brands of colour television do you deal in? (Please
tick)
LG Videocon
BPL Samsung
Sony Onida
Philips Sansui
Q 2. How many units did you sell in last financial year? (In
number)
Q 3. What was the breakup (No. of units sold in each model) ?
CVT
14” Model
20” model
21” model
25” model
29” model
Q 4. What are the considerations in general while buying a T.V?
(Please rank then in the order of your preference)
Price Quality
Looks Features
Life After sales services
Q 5. Please mention the average quantity of colour television
sold in the last one year?
Brand Quantity in units
Lg
Videocon
Bpl
Samsung
Sony
Onida
Philips
Sansui
Q 6. Which is the largest selling brand of colour television in
your outlet?
Q 7. What is your opinion about ‘Samsung’ TV
Excellent Good
Satisfactory Poor
N.A.
Thank you for your co-operation
Dealers’ Name :
Phone No. :
Address :
Bibliography
www.samsungindia.com
www.google.com
product catalogue and brochure
annual report of the company
business india
business world