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EXECUTIVE SUMMARY
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EXECUTIVE SUMMARY
In professional course, Winter Training is taken by the students of their course i.e. after to
semesters in order to get an experience of the corporate world in a small way. Beside the
target I personally aim at learning the stress management and have an experience of
working in an actual corporate environment. The main objective is to learn customer
handling in the B2B Marketing. The approach of my research was survey and
questionnaire which was filled by stude, servicemen, shopkeepers, businessman,
executive, vendors and various other customers.
The sample size was 100.
The basis purpose of doing the project was:-
To find out the potential hotels in Pune which required C.T.V. or other Samsung
products and strategically sell them.
To increase the sales of the products.
Make the customer know about the new products and technology provided by
Samsung which others do not provide.
To find out the problem faced by existing customer
Study of customer perception of Samsung C.T.V. vis-a-vis others Brand
My Executive Training has shown me a glance of the corporate world which I have to
deal later on. I have also learnt how to tackle with different kinds of customer, how to
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convince them. I have done 2 different projects during my Summer Training and its gave
me great opportunity to learn.
PROJECTS:-
INSTITUTIONAL SELLING:-
Which has given to me is related to sell T.V.
It gives knowledge about products.
It gives customer handling.
Improve Convince Power.
Practical knowledge of Marketing.
At the starting of my winter Training, my guide Mr. Digambar kulkarni given me a task
that is I have to sale Samsung C.T.V. in hotels. So I started making my data base of
hotels from various sources. Then I started tele calling. and tried for appointment. but
after some time it was felt by me that it is not a tool of getting desired result after 5 days,
I have stopped this approach of tele calling and started direct visiting the hotels for
above events and take and then I met with them and tried to get them. By this technique I
started to get good result.
Tools for having the prospective customer:-
Direct calling
Telephone directory.
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Mailing
Follow ups.
Tools used for taking appointments:-
Telephone Calling.
According to my finding its a great learning opportunity for me because the main aim of
doing MBA is to grasp practical knowledge and develop my overall personality. With the
help of this training, I am able to work in a high competitive and professional
environment. Good thing about Samsung is that they always try to do something
innovative and differently. The working environment is very comfortable. They are
always ready to guide freshers and help them so that freshers can easily adjust himself in
the company.
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MEANING OF PROJECT
The word project has a great importance in the development of the new things, idea or
technique. Its importance becomes specifies for the academic purpose .When the study is
about management ,then it becomes more specific .Each single alphabets of this word
represents different management terms:-
P- Implies PLANNING. Planning gives the framework of future. It is pre-determined
procedure about the future work.
R- Implies RESOURCES or the available means with which we move ahead.
Resources have there own role in the development of any project.
O- Implies OPERATION or the existing or adopted sequential procedure.
J- Implies JOINT EFFORTS which directly indicates coordination.
E-Implies EFFECTIVENESS. Every aspect of the project should be effective.
C-Implies to COLLECT that is to bring together all the relevant things which are
necessary to make any project effective.
T-Implies TECHNIQUE .Without technique, project cannot withstand the test of time.
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INDUSTRIAL PROFILE
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INDUSTRY PROFILE
The Consumer Durables industry consists of durable goods and appliances for domestic
use such as televisions, refrigerators, air conditioners and washing machines. Instruments
such as cell phones and kitchen appliances like microwave ovens were also included in
this category. The sector has been witnessing significant growth in recent years, helped
by several drivers such as the emerging retail boom, real estate and housing demand,
greater disposable income and an overall increase in the level of affluence of a significant
section of the population. The industry is represented by major international and local
players such as BPL, Videocon, Voltas, Blue Star, MIRC Electronics, Titan, Whirlpool,
etc.
The consumer durables industry can be broadly classified into two segments: Consumer
Electronics and Consumer Appliances. Consumer Appliances can be further categorized
into Brown Goods and White Goods. The key product lines under each segment were as
follows.
Industry Size, Growth, Trends
The consumer durables market in India was estimated to be around US$ 5 billion in
2007-08. More than 7 million units of consumer durable appliances have been sold in the
year 2006-07 with colour televisions (CTV) forming the bulk of the sales with 30 per
cent share of volumes. CTV, refrigerators and Air-conditioners together constitute more
than 60 per cent of the sales in terms of the number of units sold.
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In the refrigerators market, the frost-free category has grown by 8.3 per cent while direct
cool segment has grown by 9 per cent. Companies like LG, Whirlpool and Samsung have
registered double-digit growth in the direct cool refrigerator market.
In the case of washing machines, the semi-automatic category with a higher base and
fully-automatic categories have grown by 4 per cent to 526,000 units and by 8 per cent to
229,000 units, respectively. In the air-conditioners segment, the sales of window ACs
have grown by 32 per cent and that of split ACs by 97 per cent.
Since the penetration in the urban areas for these products is already quite high, the
markets for both C-TV and refrigerators were shifting to the semi-urban and rural areas.
The growth across product categories in different segments is assessed in the following
sections.
Consumer Electronics
The CTV production was 15.10 million units in 2007-08 and is expected to grow by at
least 25 per cent. At the disaggregated level, conventional CTV volumes have been
falling while flat TVs have grown strongly. Market sources indicate that most CTV
majors have phased out conventional TVs and have been instead focusing more on flat
TVs. The flat segment of CTVs now account for over60 per cent of the total domestic TV
production and is likely to be around 65 per cent in 2007-08.High-end products such as
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liquid crystal display (LCD)and plasma display CTV grew by 400 per cent and 150 per
Cent respectively in 200910 following a sharp decline in prices of these products and
this trend is expected to continue. The audio/video player market has seen significant
growth rates in the domestic market as prices have dropped.
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COMPANY PROFILE
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COMPANY PROFILE
SAMSUNG HISTORY
2009
Named Yoon-Woo Lee as a Vice Chairman & CEO of
Samsung Electronics
Revenue US$ 110.350 billion (2008-09)[1]
Net income US$ 5.027 billion (2008-09)[1]
Total assets US$ 83.60 billion (2008-09)Total equity US$ 46.14 billion (2008-09)
Owner(s) Kun-Hee Lee & Affiliates 17.57%, Treasury
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Stocks(of Samsung Electronics) 13.07%, National
Pension Service 5.90% (as of September 31, 2009)[2]
Employees Over 164,600 (2008-09)
2008
Launched OMNIA phone
Completed establishing TV manufactory in Russia Kaluga
Became the official sponsor of 2010 Guangzhou Asian Game
Developed the world's first 2Gb 50 NANO
Samsung takes No. 1 spot in U.S. cellphone market
Opened Global Brand PR Centre Samsung D'light'
No.1 worldwide market share position for TVs achieved for the 9th
quarter in a row
2007
No.1 worldwide market share position for TVs achieved for the
seventh quarter in a row
Developed the world's first 30nm-class 64Gb NAND Flash
memory
BlackJack bestowed the Best Smart Phone award at CTIA in the U.S.
Attained No.1 worldwide market share position for LCD for the sixth
year in a row
2006 Developed the world's first real double-sided LCD
Developed the worlds' first 50nm 1G DRAM
Unveiled 10M pixel camera phone
Launched "Stealth Vacuum," a vacuum cleaner with the world's
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lowest level of noises
Launched the worlds' first Blu-Ray Disc Player
Developed 1.72"Super-Reflective LCD ScreenSeptember, 2005 The India Retail Forum has awarded Samsung as the Best Retailer of
the year 2005 in the consumer Durables category. James Damian,
SVP, Best Buy and his team handed over the award to Mr. Ravinder
Zutshi, Dy MD and Samsung India at the India Retail award function
held in Mumbai on 16th September.February 2005 Mr. S. H. Oh appointed as the President and Chief Executive Officer
of Samsung South West Asia.November 2004 Samsung received the Golden Peacock Special commendation
Certificate for Corporate Social Responsibility (Private Sector) for
the year 2004 from Mr. Shivraj Patil, Union Home Minister.February 2004 India made regional headquarters for Samsung Southwest Asia.
February 2004 Mr. K. S. Kim appointed as the First President and Chief Executive
Officer of Samsung South West Asia.November 2003 Inaugurated Samsung's new, High-Tech, advanced Refrigerator
facility.August 2003 Commencement of production at refrigerator facility in Noida.
June 2003 Merger of SIEL with SEIIT.
Software technology park set up at NoidaDecember 2002 Construction commences for 5,000,000 refrigerator plant in Noida
October 2002 Samsung unveils new technology for Consumer HomeEntertainment (DNIe)
June 1996 Foundation Stone laid for CTV Factory at Noida, Uttar Pradesh.
May 1996 Launch in South Home Appliances Launch
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December 1995 Samsung India Electronics (SIEL) products launched in India.
August 1995 Certificate for commencement of business received by Samsung
Samsung India is the hub for Samsungs Southwest 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 ,Sagmsun India.
Over 20 branch offices and 40 area sales offices, along with a Head Office in New Delhi,
Samsung India Ltd. has set up a mass reach network. The employee power of Samsung
India consists of over 1600 employees, with around 18%
dedicated to the Research and Development. The Samsung Manufacturing Complex is
located at Noida, near Delhi.
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Samsung Made in India products like Color Televisions, Color Monitors and
Refrigerators are being exported to Middle East, CIS and SAARC countries from its
Noida manufacturing complex..
Samsungs state of the art highly automated manufacturing facilities are located at the
Companys 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 Samsung products manufactured at the Noida
Facility are as follows:
PRODUCT DETAILS
CTV Flat TVs & LCD TVsColour Monitor CRT & TFT LCD Monitor Refrigerator Frost-free and Conventional RefrigeratorsWashing Machine Fully Automatic and Semi Automatic
GSM Handsets
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PRODUCT DETAILS
Mobile phones
Samsung products manufactured in India currently enjoy an average localization level ofover 50%.
Some of the Awards and Recognitions that commemorate Samsung's high tech
manufacturing operations at Noida include:
DATE AWARDS & RECOGNITIONS
May - 1998 ISO 9002 Certification obtained.
Jun 1998 Double Productivity Award received from SEC Korea.
Mar 1999 Triple Productivity Award received from Samsung
Electronics Co., Korea.
Sep - 2001 Excellence in Consumer Electronics Award.
Aug - 2002 Rajiv Gandhi Excellence Award.
Nov - 2004 Manufacturing Value InnovationGold Level
(For CTV & Monitor production lines).Dec - 2004 Samsung Quality Award Gold Level.
Dec - 2004 National Quality Circle Award.
Dec - 2005 National Quality Circle Award.
Jan - 2006 Manufacturing Value Innovation Award(For CTV & Monitor Production lines).Oct - 2007 National Quality Circle Award.
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Global R&D Network
Innovation is a global enterprise at Samsung. Our research and development network
spans six Samsung centres in Korea and 18 more in nine other countries, including the
United States, the United Kingdom, Russia, Israel, India, Japan and China, as well as
other research centres and universities. Closely linked, these centres are tasked with
hiring top-notch local talent, investigating the latest local technology trends, and bringing
to life those technologies that offer the greatest benefits.
GROWING TO BE THE BEST
Samsung India aims to be the Best Company in India by the Year 2010. Best
Company in terms of both the internal workplace environment as well as the external
context in which the Company operates. Samsung aims to grow in India by contributing
to the Indian economy and making the lives of its consumers simpler, easier and richer
through its superior quality products.
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,
President & CEO Samsung South-West Asia Regional Headquarters.
Customized products for Indian Consumers
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Samsung understands the local cultural sensibilities to customize its products
according to the Indian market. It has set up a usability lab at the Indian Institute of
Technology in New Delhi to customize Samsung products to meet the specific needs of
Indian consumers. This industry-institute partnership is helping Samsung to study and
analyze
consumer response in aspects of product design, including aesthetics, ergonomics and
interface.
Through its research done on consumer preferences in India, Samsung has concluded
that Indian consumers want more sound oriented products. Thus, the Samsung televisions
for India have a higher sound capacity than their foreign counterparts.
for the semi-automatic segment of Samsung washing machines, Samsung has
introduced for the first time in India a feature called Super Dry. It is present in three of
Samsungs semi automatic models and dries the clothes better than the rest.
Samsung washing machines have an additional menu that takes care of the local
Indian wardrobes. They also have a memory re-start that takes care of the frequent
power failures in India.
Awards and Achievements:
Samsung young design award 2009 finalist.
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Samsung Techwin - In recognition and appreciation of outstanding achievementin sales during 2007
SAMSUNG RECEIVES 12 CES INNOVATIONS AWARDS FOR 2007
Best of Innovations: YA-BS900 Bluetooth speaker system
Samsung BCS Receives 2006 Product of the Year Award From Communications
Solutions
Samsung has organized young design award for the third time this year aiming to
find out the creativity of young Italian design students focusing on sustainable and
Functional digital household solutions to improve the living quality of the future
civilization.
Manufacturing Value Innovation Gold Award for Productivity, Cost; Speed at
the Visual Display Plant November 2004.
Management Innovation Award December 2004
Samsung Quality Award November 2004 for Colour Television & Colour
Monitor Plants
Samsung Innovation Award November 2004 for Refrigerator Plant.
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Our Vision
Samsung is guided by a singular vision: to lead the digital convergence movement.
We believe that through technology innovation today, we will find the solutions we need
to address the challenges of tomorrow. From technology comes opportunity for
businesses to grow, for citizens in emerging markets to prosper by tapping into the digital
economy, and for people to invent new possibilities.
Its our aim to develop innovative technologies and efficient processes that create new
markets, enrich peoples lives and continue to make Samsung a trusted market leader
Our Mission
Everything we do at Samsung is guided by our mission: to be the best digital-
Company.
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Samsung grew into a global corporation by facing challenges directly. In the years ahead,
our dedicated people will continue to embrace many challenges and come up with
creative ideas to develop products and services that lead in their markets.
Their ingenuity will continue to chart Samsungs course as a profitable, responsible
global corporation.
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PRODUCT PROFILE
SAMSUNG PRODUCTS PROFILE
Home Appliances:-
1.Refrigerator
2. A.C.
3. Washing Machine
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4. Microwave Oven
5. Smart Oven
TV/Audio/Video:-
1.Televison
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2.BlueRay
3. DVD Player
4. Home Theatre
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5. Multimedia Player
Camera/Camcorder:-
1.Digital Camera
2. Digital Camcorder
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PC/Peripherals/Printers :-
1.Notebook
2.Moniter
3.Optical Disk drive
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4.Laser Printer/Multifunction
Mobile Phones:-
o
Touch Phone
o
Style Phone
o
Multimedia Phone
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SAMSUNG TV in India:-
1. LED (Light Emitting diode)
2. LCD (Liquid Crystal diode)
3 CRT (Cathode Ray tube)
Samsung CTVs
1.LCD TVs:
Available in various series
Categories:
Series 3 (LCD series 3350)
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Series 4 (LCD series 4450)
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Series 5 (LCD series 5530)
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37
40
46
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Series 6 (LCD series 6650)
22
40
46
55
Series 7(LCD series 7750)
40
46
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2.PLASMA TV
Available in various series
Categories:
Series 4(Plasma series 4430)
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Series 4(Plasma series 4450)
42
50
Series 5(Plasma series 5530)
50
Series 6(Plasma series 6680)
63
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Market Share of LCD CTV is 40%
It is the only player manufacturing and selling LED TVs in the country.
Market Share of flat CTV is 27%
Competitors:
There are many competitors of SAMSUNG in India. In different product
category.
In Samsung CTV major competitors are L.G., SONY, VIDEOCON, ONIDA,etc..
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In Samsung A.C.major competitors are L.G.,BLUE STAR,VOLTAS,
CARRIER.etc..
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INTRODUCTION
INTRODUCTION
I have done my project under SAMSUNG INDIA ELECTRONICS PVT. LTD. Under
this Project I have undergone various market research and selling techniques. Project
covers the
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SELLING OF SAMSUNG TV AS WELL STUDY OF CUSTOMER
PERCEPTION OF SAMSUNG BRAND OF TV
In this I did sales and tried to get the perception about customers.
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OBJECTIVE
OBJECTIVE & SCOPE OF THE PROJECT
Objective of Study:-
At Samsung, the company understands the importance of training in dynamic business
environment. We go through both generic and specific, professional programs that help
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us remain well informed and knowledgeable about the companys products in the market.
There is a future focus on the soft skills such as communication, managing long term
relationship and selling skills which are required in industry like Samsung. The following
are the objectives of my project:-
Selling objectives:-
To understand market size, potential no. of consumer and their buying behavior.
To perform promotional activities to increase awareness of the products.
To make list of institutes which regularly buy CTV.
To fix up appointment with client through telecalling.
Demonstration of the product.
Gaining the orders.
To monitor the feedback on products/services
Research Objectives:
To know about customers preferences about CTV
To know the percentage market share of Samsung CTV as well as other brands.
To know about customers source of information about brand & company.
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To know about the customers buying preferences of CTV
To know about the competitors.
To know about customers why they want to switch over to Samsung if they have
others brand CTV
To know whether offers change the buying behavior of customers or not
To know about customers suggestion.
Thus, I could relate the theoretical aspects gained by me at ISCD, Pune and with the
practical knowledge from consumer durable industry.
SCOPE of Study :-
Indian consumer durable market is expected to reach $450 billion by on 2010.This
project gives us great exposure to the consumer durable market because it includes
product knowledge and field survey job in which we visited the hotles in PUNE .It's a
well known fact that no business can exist without customers. Market Research and Face-
to-Face Meeting with customer is very much beneficial to the company. Only an
understanding of the relevant markets can help in analyzing of marketing opportunities.
Market it means buyers around whom the marketing plans are formulated and
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A sale is the pinnacle activity involved in selling products or services in return for money
or other compensation. It is an act of completion of a commercial activity.
The "deal is closed", means the customer has consented to the proposed product or
service by making full or partial payment (as in case of installments) to the seller.
A sale is completed by the seller, the owner of the goods. It starts with consent (or
agreement) to an acquisition or appropriation or request followed by the passing of title
(property or ownership) in the item and the application and due settlement of a price, the
obligation for which arises due to the seller's requirement to pass ownership, being a
price the seller is happy to part with ownership of or any claim upon the item. The
purchaser, though a party to the sale does not execute the sale, only the seller does that.
To be precise the sale completes prior to the payment and gives rise to the obligation of
payment. If the seller completes the first two above stages (consent and passing
ownership) of the sale prior to settlement of the price the sale is still valid and gives rise
to an obligation to pay
SALES TECHNIQUES
The sale can be made through.
Direct sales, involving person to person contact
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o Buying Facilitation Method
Agency-basedo Sales agents (real estate, manufacturing)
o Sales outsourcing through direct branded representation
o Transaction sales
o Consultative sales
o Complex sales
o Consignment
o Telemarketing or telesales
o Retail or consumer
Door-to-door or traveling salesperson
Request for proposal-invitation for suppliers, through a bidding process, to submit
a proposal on a specific product or service. An RFP is usually part of a complex sales
process, also known as enterprise sales.
Business-to-business Business-to-business sales are much more relationship
based owing to the lack of emotional attachment to the products in question.
Industrial/Professional Sales is selling from one business to another
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Electronic
o Web Business-to-business and business-to-consumer
o Electronic Data Interchange(EDI) A set of standard for structuring
information to be electronically exchanged between and within businesses
Indirect, human-mediated but with indirect contact
o Mail-order
Sales Methods:
o Selling technique
o SPIN Selling
o Consultative selling
o Solution selling
o Strategic Selling
o Sales Negotiation
o Reverse Selling
In this project the selling technique I used is PERSONAL SELLING.
Meaning of Personal Selling
Think about the persons who come to you to sell goods and commodities. What do they
do?
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They show certain variety of goods to you, try to explain the features of the products, if
required demonstrate the functioning of the items, inform you about the price concession
available, persuade you to buy the product and also in some cases promises you to bring
certain items of your choice in future. So not only do they inform and explain to you
about the product but also persuade you to buy those items and want you to buy from
them in future also. On the other hand, you also gather more information about the
product, see and handle it personally to judge it better.
The person who sells goods to you in this way is called a salesman and the technique of
selling is known as personal selling or salesmanship. Thus, personal selling refers to
the presentation of goods before the potential buyers and persuading them to purchase it.
It involves face-to-face interaction and physical verification of the goods to be purchased.
The objective is not only just to sell the product to a person but also to make him/her a
permanent customer.
You can also find personal selling in some shops where salesmen are employed by the
shopkeeper to use this technique. For example, you can find such salesmen in jewellery
stores, consumer goods stores, saree houses, etc. In case of some services, we also find
personal selling used in shops.
For example, we find people going to the same barbershop to cut their hair and get a
massage from a specific barber. This shows that in case of personal selling the seller
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usually come to know about the taste and preferences of the customer and thus attracts
him to buy the goods or services.
Personal selling refers to the presentation of goods and services before the customers
and convincing or persuading them to buy the products or services.
After having an idea about personal selling, let us know about some of the essential
elements of personal selling.
PERSONAL SELLING RESPONSIBILITIES
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45
Determining Customers Needs and Wants
Recommending A Way to Satisfy Them
Follow Up and Servicing the Account
Locating Prospective Customers
Closing the Sale
Demonstrating Capabilities of the Product
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Elements of the Personal Selling Process
Prospecting and Evaluating
Identifying and developing a list of potential clients. In this step I have segmented the
Pune City market on the basis of Hotels. The target customers were Hotel manager
and procurement manager. For this I visited all the areas in Pune city where hotels are
situated.
Pre-approach (Preparing)
Before sales, understand the prospect as much as possible. In this step I did preparation
needed to approach the customer. What are the needs of the customer? The product
features, what questions can be asked by the customers? I worked on all these issues, to
be prepared before meeting the customers
Approaching the Customer
Actual contact the sales professional has with the prospect. Manner in which the sales
person contacts the potential customer. First impression of the sales person is Lasting
and therefore important. Strive to develop a relationship rather than just push the
product. In this step I have approached to the managers of various hotels.
Making the Presentation
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Need to attract and hold the prospects Attention to stimulate interest and stir up Desire
in the product so the potential customer takes the appropriate Action.
Try to get the prospect to touch, hold or try the product. I told product story to the
customer in a way that speaks directly to the identified needs and wants of the customer.
5. Overcoming Objections
Seek out objections and address them. Anticipate and counter them before the prospect
can raise them.
Try to avoid bringing up objections that the prospect would not have raised.
I tried to address the objections and queries of the customers and clarify their questions.
6. Closing
Ask prospect to buy product/products. And try to close it.
7. Following Up
Must follow up sale; determine if the order was delivered on time, installation OK etc.
Also helps determine the prospects future needs.
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STRATEGY
Since it was my entirely new experience in this field, in the first week we made a data
base of big hotels from various sources like internet, yellow pages and some references.
After that I started calling people to take appointment but I could not get any response.
Since this strategy proved failure, then I started visiting the hotels managers randomly
and made around 70 cold calls. Since I was not taking references from the people whom I
was contacting, I was not able to get warm prospects. Even though I did not have any
reference I still managed to convince some hotels managers to purchase C.T.V. for their
hotels rooms. and finally came up with requirement of various hotels. Then our project
guide who is area sales manager of company Mr.Vinay Shetty told that actually for high
involvement (costly) product. Deal takes time because customers compare with others
Brands and negotiate. so we need to take continues follow up.
ACHIEVEMENT
Within 15 days I came up with 5 requirements of hotels which required LCD
CTVs. or LED CTVs. in bulk.
At the last I had come with 6 bulky requirements of CTVs in various hotels. i.e.
our project guide Vinay Shetty is taking follow up.
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MARKET RESEARCH
INTRODUCTION
Market research played a key role in recognizing the opportunities and threats and
continuously monitoring changes in the environment and identifying and researching
different aspects such as demographics, household patterns etc. that have an impact on
the market. Analyzing consumer and business behavior, industries and competitors
strategies, objectives and strength and weaknesses was also an important area to be taken
up. Identifying and profiling distinct buyer groups who might need different
products/mixes, evaluating the potential of each segment and forecasting the product
demand also fell within the domain of market research.
Market research is the collection and analysis of information regarding consumers
(potential customers), competitors (same business type), and the effectiveness of
marketing programs (i.e. direct mail marketing, newsletters, signage, etcetera). Its an act
of action before leaping into a business, and an educated move that determines the
feasibility of a new business. Through market research small businesses and corporations
alike test interest in new services and products, improve customer service and develop
competitive strategies. Both startup businesses and established businesses need to define,
evaluate, and plan a course to pursue their market. The end result of market research is a
business that is more responsive to customers` needs and increase profits.
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Three Essential Areas of Market research are as follows:
a) Consumer
b) Competition
c) Environment
1.Consumer
Information from and about their customers
Feedback on the likes and dislikes of their customers
what services or products did the consumers like best
2. Competition
Help you determine what works and what hasnt worked
Give you ideas for improving
Provide insight into how to increase their market
3Environment
Economic
Social
All of this information shapes the way people do business. Keeping it close on hand
allows them to stay abreast of and respond to particular trends or events that influence
Their small business. Secondary Research Sources are easily obtainable. This is
information thats been collected by someone else just lying around for them to benefit
from such as journals, newspapers, surveys, telephone books and government Publication
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RESEARCH METHODOLOGY
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METHODOLOGY OF THE STUDY
RESEARCH TITLE:-STUDY OF CUSTOMER PERCEPTION ON SAMSUNG
BRAND OF CTV VIS--VIS OTHER BRAND
RESEARCH OBJECTIVE:-
To know about customers preferences about CTV
To know the percentage market share of Samsung CTV as well as other
brands
To know about customers source of information about brand & company
To know about the customers buying preferences of CTV
To know about the competitors
To know about customers why they want to switch over to Samsung if they
have others brand CTV
To know whether offers change the buying behavior of customers or not
To know about customers suggestion.
Keeping in view the objectives of the project, I designed the research plan, which
includes the decision on the data source, research approaches, and researchers
instruments, sampling plan and contact method.
The different resource is used to gather information for conducting this survey. The
various sources are as follow:-
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Primary Data: - In this technique the set of questions are prepared and this questionnaire
is being filled by the respondents.
Secondary Data: - The secondary data is collected from the journals, magazines of
telecom sector and the website of the Easier telecom retail sector.
Sampling Procedure: - Sampling is a process that uses a small number of items or small
portion of a population to draw conclusions regarding the whole population.
Research Approach: Survey
Research instrument: 100 Questionnaire
Form of Questions: Structured Questions & observation (Unstructured)
Sample Area: Pune
RESEARCH AREA
Pune City
Chinchwad
Wakad
Kalewadi
Aundh
Shivaji Nagar
Big Bazaar ,Pimpri
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M.G. Road
Pune Camp
F.C. Road
Nigadi
Dange Chowk
Chapekar Chowk
Sample Universe: All the People who owning TV taken as sample universe.
Sample Frame: All the people from Pune city who owns TV are taken as sample frame.
Sample unit : I have taken the people who are using TV of Samsung or others brand
are the sample unit for this research. .
Sample Size : 100 who owns TV
Sampling Method: Random Sampling Method
Contact Method : Personal Interview
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Flow chart of research process
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DATA ANALYSIS
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DATA ANALYSIS
Total no. of Respondent: 100
1). Do you own a CTV?
Attributes No. of respondent
Yes 100
No 0
INTERPRETATION:-
I asked this question to only those people who are using CTV.
100%customers have colour C.T.V.
2). Which companys CTV do you have at present?
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Attributes No. of RespondentSAMSUNG 17
LG 22SONY 14ONIDA 12
VIDEOCON 15
PHILIPS 8
OTHERS 12
INTERPRETATION:-
According to survey , in Pune, LG is leading in C-TV with 22%
Samsung is 2nd with 17%
Videocon is on 3rd with 15%
4th is Sony with 14%, and 5th is Onida, rest are of others Brand like Sharp,
Bpl, akai etc.
3. Which model do you have?
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Attributes No. of respondentCRT 54
LCD 19PLASMA 26LED 1
INTERPRETATION:-
According to survey, in Pune, most of people have CRT model with
54%,because its a very old model thats why most of the family owns this
model.
PLASMA 26%,
LCD 19%,
Only 1% have LED. Because its a new technology and very costly also.
Thats why people dont prefer it.
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4. From where did you get the information about this product?
Attributes No. of RespondentADVERTISEMENT IN NEWSPAPER 15FRIENDS &RELATIVES 32T.V. CHANNEL 34OTHERS 19
Sources of getting information
INTERPRETATION-
According to survey, in Pune, 34% people gets information about CTV from
T.V. channels.
This shows that television is a strong source of influencing people.
After that 32% people gets influence from friends & relatives. so we can say
word of mouth is also very effective way of marketing..
Rest of people go through advertisement in news paper and others.
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5. Which factors influence you most to buy this brand?
Attributes No. of RespondentPRICE 23FEATURES 25BRAND 42DISCOUNT/OFFERS 10
INTERPRETATION-
Above graph shows that mostly Brand & Features attract people to buy.
Means most of people feel that they buy CTV for long term purpose and for
that they go with Brand and features.
Then 23% people go with price.
Means price has an important role in buying decision.
10% people buy TV when there is any discount/offers.
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6. Which would be the closest competitors to the T.V. you own at present?
Attributes No. of RespondentSAMSUNG 25LG 28SONY 20ONIDA 10VIDEOCON 11OTHERS 6
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INTERPRETATION-
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Above graph clearly represent that LG with 28% is the closet preference of
customer.
Samsung is in 2nd position with 25%.
Sony is in 3rd position with 20% followed by Onida,Videocon, and Others
7. If you do not have SAMSUNG TV at present would you like to switch over to
SAMSUNG? (83)
Attributes No. of Respondent
YES 66NO 17
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INTERPRETATION-
I asked this question to those who dont have CTV. at present.
According to survey 17 people already have samsung T.V.,
so apart from those 66 people would also like to switch over to samsung T.V.
8. If yes what is the reason?
Attributes No. of Respondent
Price :- Value for money 21
Strong recommendations from family &Friends
4
Attractive features 14
Picture clarity 21Others(please specify) 6
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Interpretation:
The above graph represents that 21% of customers will switch over to
Samsung because of price & picture clarity.
This shows that customers would like to switch over to Samsung CTV on the
basis of price & picture clarity.
14% of the people says, they will switch over if they will find the features
attractive.
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Only 4 % of people will switch over to Samsung from the recommendations
of their family & friends & rest of 6% people go with others like , some
people get motivated by themselves etc.
9. If brands other than Samsung make attractive offers will you go for that or stick to
Samsung?
Attributes No. of RespondentYES 57NO 43
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Interpretation:
Above graph shows that only 43% people says they want to stick to Samsung
rather going with offers .
57% people says they will go with the offers.
This means offer affects customers preference to great extent & 43% people
says they will stick to Samsung as Samsung has a Brand name & value.
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CONCLUSION
CONCLUSION
My findings are on the basis of the customer queries, customer satisfaction. This
cannot be taken as the final conclusion every time because the need, want and
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demand of the customer varies with the change in time and change in Company
policies with respect to Competition.
SAMSUNG CTV has good features and has very good performance.
When asked about the attributes of the FEATURES AND BRAND which attract
the customer, the customer said that it is PERFECT.
But according this survey its clear that L.G. is a market leader in C.T.V., because
L.G. has more features according to price as compared to Samsung.
Friends/relatives mostly influence people to buy.
Offers/discounts really divert customer for purchasing.
Durability, picture quality and brand makes Samsung CTV. Good and
competitive.
Learning
Realized how customers create problems when they find problem with the products-
learnt to handle customers.
Stress management.
Human relation/
Management Tools Applied
Segmentation
Decision making - to identify the interested customers.
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OBSERVATION
SWOT ANALYSIS & OBSERVATION
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SWOT ANALYSIS
SWOT Analysis is a best way to view the organizations strategic situations. It helps
to Form a basis for deciding on the extent to which a change in the strategy is
necessary.
Strengths:
One of the leading consumer durable Company.
Global presence with GOOD WILL.
Strong research and development division.
Offers a wide range of products to many countrys people.
Company Good Will
Weaknesses:
Limited number of Marketing people and covered area is large.
Average promotional activities.
Fewer schemes compare to other companies.
Opportunities:
The signs of Indian economy reviving have created a lot of opportunitiesfor the company.
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The industrial production has gone up by 29% and this is expected to
favor the company. One of the well known existing leading consumer durable company.
Threats:
Increased competition from local & foreign companies which have begun to foray
into consumer durable sector will pose a threat to the companys market share and
hence it can declines the Sales & Revenue.
Some newly launched products poor response.
Newly launched products adverse effects.
Observations:
o We know that during the survey in consumer durable industry in pune city and
rural area of pune district LG is leading in Colour television
o Very few people using new technology LED T.V.
o Study shows that picture quality and features is most important parameter for
more sale of colour television and then price is considered by consumers. SAMSUNG
product is costly as compare to LG and VIDEOCON and ONIDA.
o Maximum customer purchases others brand except Sony and Samsung because
of their low price products.
o LG , Sony and Videocon are the main competitor of SAMSUNG.
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o The perception of consumers varies as per their Lifestyle and Income, etc.
o The perception which customers as well as the consumers bear in regards to the
TV product is based on three parameters Brand and Price and features.
o Offers/discounts really divert customer for purchasing.
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LIMITATIONS
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LIMITATIONS
Although I tried my best in preparation of this project, but this study has some limitation:
As a Trainee
The period of the project was not sufficient to study all the factors in deep.
Hesitant to visit alone.
Visiting various places for the study consumed a lot of time
We cannot say that what the consumer have revealed will be right for each and
every situation because their perception is influenced by many factors
Awkward behavior of some customers affects my performance adversely.
It is hectic and costly.
Finding the accurate location of hotels in big cities is very difficult.
Getting accurate responses from managers sometime is not possible sometime
they want to cover their identity.
Authenticity of the data will depend upon experience of the customers.
Any past conflicts with the hotels of the company will affect the respondents
opinion.
Time being a constraint some aspects was over run.
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RECOMMENDATIONS
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RECOMMENDATIONS
The upper middle class segment that LCD T.V.S are sold are a little price
sensitive especially when the brand value are same.
If SAMSUNG reduces their product price like LG and VIDEOCON then
SAMSUNG will take over LG in C.T. V.
Company should introduce low cost products to satisfy the needs of low or
middle class customer.
LED T.V. is a new eco friendly technology but everybody cant purchase
it because of it is high cost. So company should encourage customer to buy LED
TV. through advertisement.
SAMSUNG should try to tap the rural market .
People generally buy Samsung tv because of its brand name & picture
clarity. They should focus more on these parameters.
Should conduct research regularly: -.the Company should organize
structured research frequently as possible that could help it to understand
marketing environment more effectively
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BIBLIOGRAPHY&REFERENCE
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BIBLIOGRAPHY AND REFERENCE
Bibliography includes references, books, magazines, web sites and newspapers that
are used during any research. I used following bibliography during my research
project.
Yellow pages of telephone directory
Text book of marketing management
Search Engines on Web:-
www.yahoo.com
www.google.com
Other Web Links:-
www.samsung.com
www.samsung.co.in
Books:-
Principle of Marketing by Phlip Kotlar
Research Methodology by M.V. Kulkarni .
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ANNXURE
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ANNXURE
Sample questionnaire
NAME:-.
AGE:-
LOCATION:-..
PHONE NO:-..
Questionnaire
Q1.) Do you own a TV?
a) Yes b) No
Q2.) Which companys TV do you have at present?
a) Samsung b) LG
c) SONY d) Onida
e) Videocon f) ----------
Q3.) Which model do you have?
a) CRT b) Plasma
c) LCD d) LED
Q4.) From where did you get the information about this product?
a) Advertisement in newspaper b) Friends & Relatives
c) T.V channel d) OthersQ5.) Which factors influence you most to buy this brand?
a) Price b) Features
c) Brand d) Discount/Offers
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Q6.) Which would be the closest competitors according to you?
a) Samsung b) L.G.
c) SONY d) Onida
e) Videocon F) Others
Q7.) If you do not have SAMSUNG TV at present would you like to switch over to
SAMSUNG?
a) Yes b) No
If yes what is the reason?
1) Price :- Value for money
2) Strong recommendations from family & friends
3) Attractive features
4) Picture clarity
5) Others (please specify)
Q8.) If brands other than Samsung make attractive offers will you go for that or stick to
Samsung?
a) Yes b) No
Q9.) If you own a Samsung TV can we have your feedback?
Ans: --------------------------------------------------------------------------------
DATE:-
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