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A Report on

“NEW TRENDS IN OFFICE AUTOMATION PRODUCTS

SHARP BUSINESS SYSTEMS INDIA LIMITED

SUMMER INTERNSHIPPROGRAMME

ATSHARP BUSINESS SYSTEMS

INDIA LIMITED



AND

BUSINESS TO BUSINESS CONSUMER PATTERN”

In partial fulfillment of Summer Training for PGPM Program

2010-2012

Submitted to

Ms.Chethana G. Krishna

Submitted by

R.Prithviraj

Chandra Prakash Pande

Vinod kumarG.Sravan

Rajesh.M

DECLARATION

2



I, the undersigned, hereby declare that the Project Report entitled “New Trends

Office Automation Products And Business TO Business Consum

Pattern” written and submitted by me to the UNITEDWORLD School

Business, Hyderabad under the guidance of Ms.Chethana G. Krishna is my origin

work and the conclusions drawn therein are based on the material collected by myself.

Place - Hyderabad

Date - 11-06-2011

Acknowledgement

3



At the Outset I would like to thank all the people who helped me directly or indirectly

completing this Project.

We Thank UNITEDWORLD School of Business and SHARP Business Systems India Ltd

giving me this Opportunity to compile this Project.

I sincerely express my gratitude to my Project Guide Mr.Neelesh Agnihotri, Team Lead

Mr.Sangram Swain and Faculty Guide Ms.Chetana G.Krishna, for their Support, Guidan

Patience, and Encouragement in undergoing this Summer Internship Programme.

I earnestly thank all my Team Members who supported me during this Summer Internsh

Programme.

Above all, I owe everything to the almighty, my family, and all my well wishers for th

valuable contributions and insights.

EXECUTIVE SUMMARY

4



The Present business scenario is totally consumer oriented. Every company faces s

competition from its competitors, each provides the best product at competitive rates. A

result customers have lot of choices to get the best with the least cost. To face this competitio

it is very important to know customer’s behavior, there needs, preference and also

motivation factors.

My Project was on “New Trends In Office Automation Products And Business TBusiness Consumer Pattern”. Dealing in the Office Automation Product i.e. Mu

Function Printers, Information Display Panel, within Hyderabad to know the Spread of t

Brands and Consumer Behaviour towards these Brands. It will help business to identify t

primary Factor towards the Purchase of a Office Automation Products Services.

SHARP Business Systems India Ltd. Provide its Innovative Products in market to institution

Investors. SHARP Business Systems India Ltd. is slowly but steadily gaining market share a

goodwill in the Market. The Company is on expansion path and is looking forward to be in t

top. It is a very flexible organization and its gives equal opportunity to its young and energe

staff to work so as to bring this organization among the top.

This project also throws lights on the awareness of SHARP Business Systems India Ltd

products in the market.

This industry is on the spree to adopt the latest technology and thus any player has to

dynamic in this industry.

The research done in this project which shows whether the people are aware of SHAR

Business Systems India Ltd. and its products in the market. I hope this project prove to

beneficial for the Company and also give the reader a through idea about the Office Automati

Products and awareness of SHARP Business Systems India Ltd. among the Companies in t

market. I learnt a lot through out the process of undertaking this project report.

To fulfill my task I had to visit the client personally to know the various Office Automati

Products. I also got involved in the Selling Process. I have been going into the market to m

business and professional people at their site and explaining about the products and servic

offered by SHARP Business Systems India Ltd. and taking their contact number.

Table of contents:

5



1) Indian Consumer Durables Industries

2) Growth Rate in 2009-2010 1

3) Industry Size, Growth Trends

15

4) Sector Financials 1

5) Major Players In Consumer Electronics Industry

17

6) Mobile Phones –The New Opportunity 1

7) SWOT Analysis -Industry

19

8) Challenges 20

9) Future Prospects 20

10) Demand & Penetration Of White Goods In India

21

11) An Overview About Sharp 2

12) Product Portfolio 2

13) Distribution Network

14) Exclusive Showrooms

15) After Sales Service

16) Manufacturing Plant At Pune

17) Sales Force

26

18) Promotional Strategies

26

19) Market Plan

27

6



20) Market Structure

27

21) Market Share of Printers, Copiers, Multifunctional Product Market

28

22) Market Share Of LCD’s29

23) Market Share Of Ac’s

30

24) Pricing 31

25) Human Resource

33

26) Recruitment

33

27) Post Employment Benefit 34

28) Training & Development

34

29) Finance 37

30) Performance Metrics

38

31) The Customers

38

32) The Competition

39

33) The Environment

40

34) Quality Policy 40

35) The Technology

40

7



36) Michael Porter’s Five Forces Model

41

37) PEST 43

38) SWOT Analysis Of Sharp

44

39) Market Research

47

40) The Project

51

a) Objectives

52

b) Targets/Tasks 52

c) Strategies 52

d) Achievements 53

e) Mid-Course Corrections

54

f) Limitations54

g) Conclusions

55

h) Task/Target Set

55

i) Strategies Adopted 55

j) Analysis Of Performance Vs. Targets And Reasonable For Variance

56

k) Problems /Constraints/Limitations

56

l) Learning during SIP 568



41)Brand Distribution of Office Automation Products

a) Photo Copier 60

b) Multi-Functional Printers(MFP's)

61

c) Fax Machine

62

d) Printer 63

e) Scanner 64

f) LCD Projector 65

g) Information Display Panels(IDP’s)66

42) Brand Satisfaction of Office Automation Products

68

43) Years of Ownership of Office Automation Products

72

44) Problems with Existing Products

70

45) Product replacement Plans

74

46) Replacement Plans In Periods (No. of months).

76

47) Consumer - Factor Preference of Office Automation Products.

a) Price Preference

i) Photocopiers

84

ii) MFP 85

9



iii) FAX 87

iv) Printer 88

v) Scanner

90

vi) LCD 92

vii)IDP 94

b) Product Quality Preference

i) Photocopiers

96

ii) MFP 97

iii) FAX 99

iv) Printer 10

v) LCD 10

vi) IDP 10

c) Service Quality Preference

i) Photocopiers

107

ii) MFP 10

iii) FAX 11

iv) Printer 11

v) Scanner

113

vi) LCD 11

vii)IDP 11

10



d) Brand Preference

i) Photocopiers

119

ii) MFP 12

iii) FAX 12

iv) Printer 12

v) Scanner

125

vi) LCD 12

vii)IDP 12

e) Others

i) Photocopiers

131

ii) MFP 13

iii) FAX 13

iv) Printer 13

v) Scanner

136

vi) LCD 13

vii)IDP 13

48) Questionnaire 14

List of Tables

Sl.N Table Table Description Page

11



o. No. No.

1 Table A Growth Rate in 2009-10 20

2 Table B Sector financials 24

3 Table C The penetration level of various countries is 29

4 Table D Demand and Penetration Level of WhiteGoods in India 30

5 Table EIn India Printer, Copier and MFP UnitShipments Estimate

40

6 Table 1 Brand Distribution - Photocopier Machines 86

7 Table 2 Brand Distribution – MFP 87

8 Table 3 Brand Distribution - Fax Machines 88

9 Table 4 Brand Distribution – Printer 89

10 Table 5 Brand Distribution – Scanner 90

11 Table 6 Brand Distribution - LCD Projector 91

12 Table 7 Brand Distribution – IDP 93

13 Table 8 Brand Satisfaction: 95

14 Table 9 Problems With Existing Products 9715 Table

10 Years of Ownership 99

16 Table11

Plans of Replacing Products 102

17 Table12

Replacement Plans in Periods 105

18 Table13

Reasons For Brand Preference – Price 107

19 Table14

Reasons For Brand Preference - ProductQuality

109

20 Table15

Reasons For Brand Preference - ServiceQuality

111

21 Table16

Reasons For Brand Preference – Brand 112

22 Table17

Reasons For Brand Preference - OtherReasons

113

23 Table18

Price Preference- Photo Copier: 115

24 Table19

Price Preference:-MFP’s 117

25 Table20

Price Preference--FAX MACHINE 120

26 Table21

Price Preference – PRINTER 122

27 Table22

Price Preference – SCANNER 125

28 Table23

Price Preference – LCD 128

29 Table24

Price Preference –IDP 131

30 Table Product Preference—Photocopier 133

12



25

31 Table26

Product Quality—MFP 135

32 Table27

Product Quality -- FAX MACHINE 138

33 Table28

Product Quality Preference—PRINTER 140

34 Table29 Product Quality Preference – SCANNER 142

35 Table30

Product Quality Preference -- LCD’s 144

36 Table31

Product Quality Preference – IDP 146

37 Table32

Service Preference – PHOTOCOPIER 149

38 Table33

Service Preference – MFP 151

39 Table34

Service Preference – FAX 153

40 Table35

Service Preference – PRINTER 156

41 Table36

Service Preference – SCANNER 158

42 Table37

Service Preference – LCD 160

43 Table38

Service Preference – IDP 163

44 Table39

Brand Preference—PHOTOCOPIER 166

45 Table40

Brand Preference – MFP 168

46 Table41

Brand Preference – FAX 171

47 Table42

Brand Preference – PRINTER 173

48 Table43

Brand Preference – SCANNER 175

49 Table44

Brand Preference – LCD 177

50 Table45

Brand Preference -- IDP’s 181

51 Table

46

Other Preference – PHOTOCOPIERS 185

52 Table47

Others Preference -- MFP’s: 187

53 Table48

Other Preference -- FAX : 189

54 Table49

Others Preference – PRINTER 191

55 Table50

Others Preference --LCD’s: 193

56 Table Other Preference – SCANNER 196

13



51

List of Graphs

Sl.No.

GraphNo. Graph Description

PageNo.

1 Graph A Growth Rate in 2009-10 20

2 Graph C sector financials 24

3 Graph C The penetration level of various countries is 30

4 Graph D

Demand and Penetration Level of WhiteGoods in India 31

5 Graph E

In India Printer, Copier and MFP UnitShipments Estimate 41

6 Graph F Market share of LCD’s: 42

7 Graph G Air Conditioners: 44

8 Graph 1 Brand Distribution - Photocopier Machines 86

9 Graph 2 Brand Distribution – MFP 87

10 Graph 3 Brand Distribution - Fax Machines 88

11 Graph 4 Brand Distribution – Printer 89

14



12 Graph 5 Brand Distribution – Scanner 90

13 Graph 6 Brand Distribution - LCD Projector 91

14 Graph 7 Brand Distribution – IDP 93

15 Graph 8 Brand Satisfaction: 95

16 Graph 9 Problems With Existing Products 97

17

Graph

10

Years of Ownership

99

18Graph11

Plans of Replacing Products102

19Graph12 Replacement Plans in Periods 105

20Graph13

Reasons For Brand Preference – Price107

21Graph14

Reasons For Brand Preference - ProductQuality 109

22Graph15

Reasons For Brand Preference - ServiceQuality 111

23

Graph

16 Reasons For Brand Preference – Brand 112

24Graph17

Reasons For Brand Preference - OtherReasons 113

25

Graph18

Price Preference- Photo Copier:116

26Graph19 Price Preference:-MFP’s 118

27Graph20

Price Preference--FAX MACHINE121

28Graph21

Price Preference – PRINTER123

29 Graph22 Price Preference – SCANNER 126

30Graph23

Price Preference – LCD130

31Graph24

Price Preference –IDP132

32Graph25

Product Preference—Photocopier134

33Graph26

Product Quality—MFP136

34Graph27

Product Quality -- FAX MACHINE139

35Graph28

Product Quality Preference—PRINTER141

36Graph29

Product Quality Preference – SCANNER143

37Graph30

Product Quality Preference -- LCD’s145

38Graph31

Product Quality Preference – IDP147

39 Graph Service Preference – PHOTOCOPIER 150

15



32

40Graph33

Service Preference – MFP152

41Graph34

Service Preference – FAX154

42Graph35

Service Preference – PRINTER157

43 Graph36 Service Preference – SCANNER 159

44Graph37

Service Preference – LCD162

45Graph38

Service Preference – IDP164

46Graph39

Brand Preference—PHOTOCOPIER167

47Graph40

Brand Preference – MFP169

48Graph41

Brand Preference – FAX171

49Graph42

Brand Preference – PRINTER173

50Graph43

Brand Preference – SCANNER175

51Graph44

Brand Preference – LCD178

52Graph45

Brand Preference -- IDP’s181

53Graph46

Other Preference – PHOTOCOPIERS185

54Graph47

Others Preference -- MFP’s:187

55Graph48

Other Preference -- FAX :189

56Graph49

Others Preference – PRINTER191

57Graph50

Others Preference --LCD’s:194

58Graph51

Other Preference – SCANNER196

16



Indian Consumer Durables Industry

Over View:

With the increase in income levels, easy availability of finance, increase consumer awareness, and introduction of new models, the demand f

consumer durables has increased significantly. Products like washimachines, air conditioners, microwave ovens, color televisions (CTVs) are longer considered luxury items. However, there are still very few players categories like vacuum cleaners, and dishwashers.

The market share of MNCs in consumer durables sector is 65%. MNC's majtarget is the growing middle class of India. MNCs offer superior technologto the consumers, whereas the Indian companies compete on the basis firm grasp of the local market, their well-acknowledged brands, and ho

over wide distribution network. However, the penetration level of tconsumer durables is still low in India. An important factor behind lopenetration is poor government spending on infrastructure. For exampthe government spending is very less on electrification programs in rurareas. This factor discourages the consumer durables companies to marktheir products in rural areas.

Growth Rate in 2009-10: TABLE-A

Consumer Durables Growth

Air Conditioner 25%

Refrigerator 10%

Microwave Ovens 25%

Washing Machines 10%

Color Televisions (CTVs) 20%

Clock 10%

17



Watch 10%

VCDs 30%

Consumer Electronics (Overall) 9%

GRAPH-A

Fig:- Graph representing growth of consumer durables during 2009-2010.

Growth

In India, the demand of video products, such as color televisions (CTV

VCD/DVD players, and set-top boxes account for 90% of the consumelectronic market.Easy availability of finance is an important factor driving growth f

consumer electronics market. Some companies are also takiadvantage of this factor by teaming up with banks to offer attractive loaschemes to consumers.

18



According to isuppli projects (India market intelligent service), consumelectronics industry in India is growing at a compounded annual growth ra(CAGR) of 11%.

The consumer durables industry can be broadly classified into tsegments: Consumer Electronics and Consumer Appliances. ConsumAppliances can be further categorized into Brown Goods and White Good

The key product lines under each segment are as follows.

Some Facts

1. Bargaining power of suppliers in consumer durables sector is limited due to threat of imports and intense

competition.

2. Some of the entry barriers in consumer durables sector are distribution network, capital, and ability to hire

purchases.

3. Demand is seasonal and cyclical.

4. Competition among players is on the basis of difference in prices and well-acknowledged brands.

Industry Size, Growth, Trends: There has been strong competition between the major MNCs like SamsunLG, and Sony. In the past 10 years, the global market has witnessed a surgin demand as economies such as Brazil, Mexico, India and China haopened up and begun rapid development. Given the strong correlatibetween demand for durables (both new and replacements) and incomthe industry naturally suffered during the 2008-2009 period. Howeve

19



projections for current year going forward are very optimistic, as consumeresume spending, and producers launch new enticing variants to grab necustomers. Leading players include Sony Corporation, Toshiba CorporatioWhirlpool Corporation and Panasonic Corporation.

Developing countries such as India and China have largely been shielde

from the backlash of the recession, as consumers continued to buy basappliances. In fact, China has been ranked the second-biggest market in tworld for consumer electronics.

The Rs 30,000-crore consumer durable industry, comprising refrigeratowashing machines, air conditioners and colour TVs, grew at around 10-12in 2009 as growth accelerated from a single-digit level in 2008. So all largcompanies such as Samsung, Godrej, LG and Videocon are ramping uproduction just ahead of the peak season (between January and June) wh

most of the refrigerators and ACs are sold.

Godrej sells around 4.5 lakh refrigerators during the peak period and tcompany is increasing its production by 1.5 lakh refrigerators to cater to texpected demand, said Menezes.

Videocon Industries, too, is ramping up its production of refrigerators, CTand ACs in anticipation of better sales. ''I am expecting good sales thyear,'' said K R Kim, vice chairman & chief executive, Videocon Industries. 2009, Videocon sold around 35 lakh CTVs and is expecting to bump this u

to 45 lakh units in 2010.

While the company envisages an overall growth of around 20-30% this yeait expects the LCD television segment to double.

Samsung India also expects 100% growth in the LCD category. ''We expea 30% growth this year. Every category of durables is already growing double-digits. Even still cameras as a category has grown,'' said RavindZutshi, deputy managing director, Samsung India. The demand is expecteto be buoyant for ACs too.

20



Sector Financials(In Rs)

TABLE-B

31/03/2007 31/03/2008 31/03/2009

Sales 37,331m 30,100m

43,096m

Sales Growth - -19.4% 43.2%

Gross Profit Margin 10.7% 6.6% 4.3%

Profit After Tax (PAT) 1,019m 940m -1,202m

PAT Growth - -4.3% -209.5%

Market Capitalization 1,787m 2,392m 2,359m

P/E Ratio 7.0 7.6 -7.9

Return on Capital Employed

(ROCE)13.9% 23.1% 6.9%

Major Players in Consumer Electronics Industry

The major players in the sub-categories of consumer electronics are:

Personal Computers

Samsung, Wipro, HP, Compaq, Dell

VCD/DVDs

Sony, Panasonic, Pioneer, Toshiba

21



Hi-Fi/Music Systems

Samsung, Sony India, Thompson, BPL Sanyo Technologies, Videocon Industries, Mirc Electronics,

Philips India,

Baron International, Eastern Micro Electronics, Matsushita Television and Audio Ltd

Video Projectors

Phil Systems, Keltron Projectors, Birla 3M, Samrat Video Vision

Colour Television

LG Electronics, Philips, Sony; Sansui, Samsung, BPL, Videocon, Onida, Aiwa, Akai, Thompson,

Panasonic

Cameras/Camcorders

Sony, Canon, Olympus, Fuji film, Nikon

Mobile Phones – The New Opportunity

Mobile phone production in India is expected to grow at a Compound AnnuGrowth Rate (CAGR) of 28.3 per cent from 31 million units in 2006 to 1million units in 2011.

Production of mobile phones is expected to be a US$ 13.6 billion industry 2011. The current US$ 4.9 billion industry revenue is growing at a CAGR 26.6 per cent. The growth of mobile telephony market is highest in Indwith 6 to 7 million subscribers being added on a monthly basis compared the US, which adds 2 million subscribers and China, which adds aboutmillion subscribers. India produced nearly 31 million mobile phones in 2006 worth about US$

billion. This segment made the largest contribution to overall electroniproduction revenue and the total available market for semiconducto

Starting on an already strong base, over six million users are being addeevery month and are building a large local market for mobmanufacturers.

Low mobile penetration and favorable government policies are driviglobal mobile phone manufacturers to set up manufacturing facilities India. India has now become the second largest market for Nokia phones

22



the world. Nokia is also exporting mobiles from its Indian facilities to SLanka. Motorola and Electronics Manufacturing Service vendors (EMS) liFoxconn and Flextronics have also set up plants in India.

According to a study by Gartner, though the world’s top five handsmakers will retain a major share of production volume, local manufacture

can be expected to capture up to a fifth of India’s overall mobile phoproduction volume by the end of 2011. Growing demand for low-cost mobphones and the need for EMS vendors to reduce their revenue exposure Nokia, Motorola and Sony Ericsson, for whom they are now manufacturing India, are the key factors expected to contribute to this trend.

SWOT Analysis-Industry

Strengths

1. Presence of established distribution networks in both urban and rural areas

2. Presence of well-known brands

3. In recent years, organized sector has increased its share in the market vis a vis the unorganized sector.

Weaknesses

1. Demand is seasonal and is high during festive season

2. Demand is dependent on good monsoons

3. Poor government spending on infrastructure

4. Low purchasing power of consumers

Opportunities

1. In India, the penetration level of white goods is lower as compared to other developing countries.

2. Unexploited rural market

3. Rapid urbanization

4. Increase in income levels, i.e. increase in purchasing power of consumers

5. Easy availability of finance

23



Threats

1. Higher import duties on raw materials imposed in the Budget 2009-10

2. Cheap imports from Singapore, China and other Asian countries

CHALLENGES

The biggest threats to the local industry going forward are supply-relatissues pertaining to distribution and infrastructure, as well as demaissues due to competition from imported goods. The lack of well-developdistribution networks makes it especially challenging to penetrate tfastest growing rural areas economically. In addition, regular power cuand poor road linkages make systematic production, assembly and delive

problematic.

On the demand side, customers have increasing choice from bodomestically produced and imported goods, with similar features. Thhomogeneity makes it difficult for players to remain ahead of tcompetition.MNCs hold an edge over their Indian counterparts in terms of supertechnology combined with a steady flow of capital, while domescompanies compete on the basis of their well-acknowledged brands,

extensive distribution network and an insight in local market conditions. Tlargest MNCs incorporated in India are Whirlpool India, LG India, SamsuIndia and Sony India and homegrown brands are Videocon, Godrej Industriand IFB

Future Prospects

Overall, the industry’s future remains robust, and interested applicants wbenefit from a holistic learning experience; Many of the research, salemarke

ting and advertising related roles will necessitate a good on-the-jo

learning of target audiences, who may well be a totally new segment, basein never-before visited Class II and III towns. In addition, those with technicbackgrounds will be able to leverage their knowledge and experience constantly develop and innovate the product variants. With more MNgrowing their Indian businesses, there is great potential to also learn besin-class

24



The penetration level of consumer durables is very low in India, as compared with other countries. This

translates into vast unrealized potential.

For example, in case of color televisions (CTVs), the penetration level of various countries is:

TABLE-C

Country Penetration(%)

India 24%

Brazil 11%

China 98%

US 333%

France 235%

Japan 250%

GRAPH-C

Demand and Penetration Level of White Goods in India

TABLE-D

1995-1996 2005-2006 2009-2010

Demand 3.43 million 8.72 million 13.14 million

25



Penetration level

149 per 1,000

households

319 per 1,000

households

451 per 1,000 households

In a study conducted by Frost & Sullivan and commissioned by India Semiconductor Association (ISA), the

demand for Electronic Appliances is projected to grow exponentially at a compounded annual growth rate

(CAGR) of 30%.

GRAPH-D In billions

The top 10 players in consumer durables sector are:

• Nokia India

• LG Electronics India Ltd.

26



• Philips India

• Titan Industries

• Samsung India Electronics

• Whirlpool Appliances

• Siemens

• Sony India

• Videocon Industries

• Blue star

AN OVERVIEW OF

SHARP

27



The Company

Set up in 1912, creating the world's first mechanical pencil, transistor rad

and black and white television, among other things, the company has

history of product innovation on its side. In India, however, it has had

troubled innings. Set up as a joint venture with the Pune-based Kalya

group, it found it could not use the Sharp brand when it entered India as

Bangalore-based Indian company had hijacked it. For a while, it retail

under the Optonica brand. By the time it freed its brand name with an ouof-court settlement, the market had changed dramatically, technologi

were changing, the Koreans were here, and Sharp focused its energies

the other two divisions — business systems and software design.

After maintaining a low-key presence in India for over two decades, the $3

billion Japanese electronics giant is now aggressively charting out a seco

coming. For the last few months, the top management of Sharp in India h

been engaged in a massive communications exercise with distributors a

dealers across the country, introducing them to the company's brand neproduct portfolio.

Sharp Business Systems (India) Limited ,within a short span of ten years

India, is already amongst the top brands for Digital Multifunction Produc

(Network Printer/Copier/Scanner/ Fax) Multi-media Projectors & LCD Displ

Solutions among other products.

28



The company has a nation-wide sales & service network covering even t

remotest locations of India.

It has 23 manufacturing units spread across US, Britain, Spain, Franc

Poland, Middle East, China, Philippines, Indonesia, Thailand, Malaysia a

India.

Product Portfolio

Jostling with the LCD TVs are air-conditioners, refrigerators, microwa

ovens, washing machines and vacuum cleaners — the six categories

which Sharp has launched new products and will be hoping to make a den

The product rollout juggernaut, which began in November 2010, has alrea

passed through Kolkata, New Delhi, Bangalore, Kochi, Pune, Chandigarh a

Ahmedabad, besides Ludhiana and Mumbai. “By April-end, we hope

complete the national rollout. Sharp's new India strategy is to launch

series of one-of-a-kind products at affordable prices.

• Multifunction Printers

• Multimedia Projectors

• Professional LCD Display

• Solar Power• Air Conditioners

• Electronic Cash Registers/ POS Terminals

• Facsimile

• Mobile Handsets

• Plasmacluster Air purifier

• Microwave ovens

• Refrigerators

Distribution Network:

SHARP has more than 300 distributors and 21 branches all over India. Shais already well entrenched in the B- & C-class cities.

29

http://www.sbsil.com/multifunction-printers.htm

http://www.sbsil.com/multimedia-projectors.htm

http://lcddisplay.sbsil.com/

http://www.sbsil.com/solar.htm

http://sharpproducts.in/product.aspx?id=13&cat=Air+Conditioner

http://www.sbsil.com/electronic-cash-registers.htm

http://www.sbsil.com/facsimile.htm

http://www.sharpproducts.in/

http://www.sbsil.com/multifunction-printers.htm

http://www.sbsil.com/multimedia-projectors.htm

http://lcddisplay.sbsil.com/

http://www.sbsil.com/solar.htm

http://sharpproducts.in/product.aspx?id=13&cat=Air+Conditioner

http://www.sbsil.com/electronic-cash-registers.htm

http://www.sbsil.com/facsimile.htm

http://www.sharpproducts.in/



Sharp Business Systems (India) Ltd — a joint venture company of ShaCorporation Japan and Larsen and Toubro Ltd, India — is planning to step its distribution network in the Southern markets by assisting corporates move towards high-end multi-function devices. The company is targetinggrowth of about 20 per cent this year despite saturation in the printer an

copier segment.

Showcasing its range of office automation and IT products in Hyderabad inroadshow, Sharp is targeting higher corporate-solution centric channels South as the markets are still addressing low-end analog devices. Sharplooking towards growth once the economy stabilizes in the country.

The company has launched 16-copier printer, which also has a A3 color siscanner priced about less than a lakh. Two recently launched models arefull-color, A3...size PC scanning capability and Sharp desk, a persondocument management software which allows users to edit, save distribute their documents quickly and easily....

Exclusive Showrooms:

The company also launched a chain of exclusive franchised showroomacross the country called ‘Sharp Galaxy’. These showrooms are one-sto

shops, displaying the complete range of products under one roof. The firSharp Galaxy was opened in Pune, which was followed by Ahmedabad May. The company had a target to open 9 showrooms in cities such as PunBangalore, Mumbai, Ahmedabad, Kolkata, Chennai and Delhi by the ye2006.

After Sales Service:

“At Sharp, after sales service in an intrinsic part of their marketistrategy. For their Televisions and Home appliances, sharp have Company owned service centres and 107 authorized service franchise

They plan to increase their authorized franchise. For their air-conditioneand refrigerators segment, sharp have 19 trained service outlets acroIndia to provide service.”

Manufacturing Plant at Pune:

30



Sharp India has a state-of-the-art manufacturing plant with an R & D centat Pune. This plant manufactures Colour Televisions

Sales Force

Corporation : 21,900

Consolidated : 55,400

Entire Sharp Group : 64,200 (31,600 in Japan and 32,6overseas)(as of February 28, 2011)

Promotion Strategies:

Sharp is looking at expanding its channel base for our new product rang

like Solar. Company provide them with all kinds of support li

advertisement support, specific support, promotional support, and al

organize various trainings, meetings and trips for them on a regular basis.

Showcasing its range of office automation and IT products in Hyderabad inroadshow, Sharp is targeting higher corporate-solution centric channels South as the markets are still addressing low-end analog devices. Sharplooking towards growth once the economy stabilizes in the country.

– Initial Buy-In promos for dealers/distributors/resellers

• Buy 10 get 1 free

• Buy 10 get 10% off entire order

• Mix and Match Promo

• ‘2, 4, 6

’ promo

– End-user Promo

• Rebates

• Free Replacement Lamp

• Free extended warranty

Market Plan:31



Sharp is aggressively targeting all metros across India such as DelMumbai, Bangalore, Chennai, Kolkata and Hyderabad as well as mini-metrsuch as Coimbatore, Viyayawada, Mangalore and Vishakapatam to namefew. Sharp India Limited, have already commenced their advertisicampaign. Sharp plan to spend Rs. 100 million on print advertising anoutdoor advertising. Sharp also plan to regularly participate in exhibitio

such as ICE, Mait Sponsored Digital Exhibitions as well as organize roashows so that the consumer can actually feel and touch Sharp’s products.”

Market Structure:

The electronics market in India is growing strongly at the rate of 22% 25%. 'Consumer Electronics' market is one of the largest segment of thelectronics segment in India and with the boom in the Indian economy the current year it is poised for a strong growth in the years to come and

expected to have very good demand in the current year.

The key products in consumer durable industry are Colour TV , LCrefrigerators, washing machines, air conditioners and micro wave ovens.

CTV market has witnessed very rapid changes in the last decade in terms technology, prices and consumer aspirations. The consumer demand rapidly shifting from the conventional Colour TVs to LCD, plasma display

The Television market is witnessing an immense competition from domesas well as foreign brands.

The refrigerator market is growing at the tremendous rate of around 23% The demand for refrigerators is continuously escalating due to the lopenetration and increase in demand from the rural and semi urban area

The demand for micro wave ovens with latest technology is also on a riand has a very good growth potential.

Market Share Of Printer, Copiers, Multi-Functional Product Market

The combined printer, copier and multifunctional product (MFP) market inIndia totaled nearly 0.8 million units in the first quarter of 2010,representing 35.7 per cent growth over the first quarter of 2009, accordingto Gartner, Inc.Ricoh, with 25 percent market share, has emerged as the No.1 vendor in A

Flatbed Copier/MFP in the first quarter of 2010, followed by Canon with 19 percent market

share.

32



Samsung, with 40 percent market share, was the leader in A4 Flatbcategory, ahead of Canon with 28 percent market share. In this segmenHP recorded 36 percent decline in market share as compared to Q1 200declining from 30 percent in Q1 2009 to 13 percent in Q1 2010. This mostly due to ongoing inventory issues and increased competition.

TABLE – E In India Printer, Copier and MFP Unit Shipments Estimate1Q10 (Thousands of Units):

Vendor1Q10

Shipments

1Q10Market

Share(%)

1Q091Q09

Market

Q409 –

Q408

ShipmentsShare

(%)

Growth

(%)

Hewlett-

Packard362.4 46 287.4 49.5 26.10%

Canon 159.1 20.2 82.5 14.2 93.00%

Epson 84.7 10.8 75.7 13 11.80%SamsungElectronics

74 9.4 48.1 8.3 53.80%

TVSE 36.8 4.7 38 6.5 -3.00%

Others 70.4 8.9 48.7 8.5 44.60%

Total 787.5 100 580.4 100 35.70%

GRAPH- E

Market Share LCD TV’S:

Riddhi Patel, director of television systems and retail services, iSuppli sa"Liquid-crystal display (LCD) TV revenue in India will exceed that of catho

33



ray tube (CRT) TV starting in 2011. LCD-TV shipments will catch up the yeafter, exceeding those of CRT TVs starting in 2012."

The firm estimates that the revenues form LCD-TV will rise by 94.3 per ceto about $3.5 billion in 2011 from $1.8 billion in 2010.

LCDs offer various advantages over CRT TVs like they consume much lessspace, have less energy consumption and are free of harmful radiation thare present in cathode rays in tube TVs

The retailers in India are under pressure to launch more durable-only retoutlets due to increasing demand for LCD-TVs in the country, according the firm. The firm also said that various players including country baseVideocon are tying up with retail outlets and developing their sales networLG Electronics increased its unit share of flat panel TV shipments to 22.7

in Q3'10, taking the top market share position in the Indian TV market.According to the Display Search Quarterly India TV Shipment Database, LGcompetition, Samsung Electronics and Sony, followed close behind w

shipment market shares of 21.0% and 20.8%, respectively. In additioPanasonic almost doubled its unit share in the region to 11.0% in Q3'10, from 6.7% in Q2'10. Indian local brands Videocon and Onida also increasetheir unit shares.GRAPH- F

Market Share Of Air Conditioners:

The consumer durables sector has witnessed a tremendous growth in recetimes. Be it flat screen televisions or air conditioners (AC), timing is notconstraint anymore. Though white good majors are known to push the

34



varied offerings in ACs during the summer months, some companies asetting a new trend by launching new ACs in winters. Power saving devicis also in vogue this winter season.

"The AC market in India has been growing at a compound annual growrate (CAGR) of 29 per cent. This year, the industry is expected to grow

30-40 per cent given the increase in disposable income," said Kamal Nanvice president, sales and marketing, Godrej Appliances.

Panasonic India is setting up a techno park in Jhajjar, Haryana, with ainvestment of Rs 1,000 crore, which manufactures ACs. The park will ready by August 2012. "Panasonic has a 4 per cent market share, but ware targetting 15 per cent market share by the end of 2011. Of the total aconditioner market in the country, 75 per cent belongs to split, while thremaining is window ACs. The company aims to capture 25 per cent markshare in split ACs by 2012," said Sharma.

GRAPH- G

Pricing:

35



HIGHLY ADVANCED LCD TV’S:

Sharp pioneered the world’s first LCD commercial applications 30 years agEver since, Sharp has made rapid progress in developing LCD applicationsIt was the first company in the world to introduce PAL Optimal LCD Panels.

Sharp’s sub brand-name for its LCD TV’s- AQUOS is today a household namworldwide.

Moreover, SHARP AQUOS is Ecologically Friendly as it uses recycled plasticand paper, cardboard/ pulp mould, lead free solder and non-halogen flameretardant material.

Sharp’s LCD are manufactured at the world’s most advanced productionbase at Kameyama, Japan.

These televisions are priced between Rs. 45,900/- to Rs. 1,89,900/-.

FLAT AND CONVENTIONAL TV’S

Sharp also has a range of Flat and Conventional TVs. In the Flat TV segmenare the recently launched 29L-FG1SA and 21-FG1SA series with featuressuch as new floating design that provides high quality picture and sound,advanced digital noise reduction, dynamic sound and high quality output.

These TV’s are priced from Rs. 7990/- to Rs. 18,990/-.

Sharp’s Conventional TVs are available in 14” (priced Rs. 4990 onwards),20” (priced Rs.6990 onwards) and 21”( priced Rs. 7990 onwards).

MICROWAVE OVENS:Sharp’s stylish microwaves promises to make cooking an easier anddelightful experience. Sharp has sold over 100 million microwave ovensworldwide till date. The new models include R-360J, a 33 litres, 1100 W

Touch Control Microwave with Express Defrost key, R-248J, a 23 litres, 300

W Touch Control Microwave with Express Defrost Keys and R-200 K, a ToucControl with 800 W powerful output and 3 menu defrost key.

Sharp’s microwave ovens are priced from Rs. 4,990 onwards.

REFRIGERATORS:

36



Sharp also has an exciting range of premium mid to large capacityrefrigerators. These refrigerators have features such as honey- comb doubdeodorizer, stylish plastic shelves, elegant door design with easy gripvertical handles and no-frost fan cooling systems, amongst others.

Sharp’s refrigerators are priced from Rs. 24,990 onwards.

AIRCONDITIONERS & REFRIGERATORS USING PLASMACLUSTER IOTECHNOLOGY :

Sharp's exclusive Plasmacluster Ion Technology is an air purificatitechnology that disables airborne micro-organisms by releasing positive anegative ions in the a

This technology has the advantage that it never loses its effectiveness becoming dirty and never needs replacing like filters. Moreover, it consuma miniscule amount of electricity. Sharp’s new range of products using th

technology includes air-conditioners and refrigerators. Additionally, thenew air-conditioners have a host of features such as innovative turbo cofunction that allows the cooling of the room to 15 degrees Celsius at tmere touch of the hand, easy to clean flat panels, and super quoperations with bare minimum sound levels. The 2 models introduced athe AH-AP 12 FMV priced at Rs. 28,900 and the AH-AP 18 FMV

priced at Rs.37,800.Sharp’s new refrigerators based on this Plasmacluster Ion Technoloinactivate airborne mold spores.. The 2 new models include SJ-PK 60

priced at Rs. 39, 990 and the SJ-PK 65 M priced at Rs. 42,990.

Human Resources:

Top Bosses:

37



Board of Directors

Mr. T. Mikami [ Managing Director ]

Mr. T.Sakamoto [ Executive Director ]

Mr. Tomio Isogai [ NON - Executive Director ]

Mr. S S Vaidya [ NON - Executive Independent

Director ]

Mr. Sanjay Asher [ NON - Executive Independent

Director ]

Mr. Hiroaki Takayama [ NON - Executive Independent Director ]

Recruitment:

To increase its global competitiveness, Sharp systematically promothuman resource development. In addition to holding seminars classified function and job type to help employees deepen their knowledge and garequired expertise, Sharp has implemented a variety of personneducation, and training systems designed to bring out the charactemotivation, and creativity of each employee. Sharp's human resourdevelopment systems (introduced below) are based on respect femployee individuality and diversity.

38



Open Recruitment System

Sharp implements the Open Recruitment System in Japan to soliapplicants from among all employees company-wide, inviting them to ta

newly available positions in critically important areas, such as expandibusiness in newly emerging economies, pioneering new business, as well developing new technologies and products. In fiscal 2009, jobs were offerin approximately 70 projects, and about 150 employees were assignednew position.

Personal Declaration/Career Development System, Career

Development Rotation

Sharp Corporation has a number of job rotation systems that promoindividual skills and career development. Under Sharp's Personn

Declaration/Career Development System, once a year all employees

Japan document a career development plan and their job aptitude. Sha

then uses the information to develop skills and organize job rotations.

Sharp also implements a Career Development Rotation to give employees

Japan the opportunity to experience multiple types of jobs. The aim is

systematically foster “T-shaped”* personnel who balance a high degree

expertise and a wide intellectual horizon.

Personnel who have acquired a wide range of knowledge and solid skil

based experience that serves as the foundation.

Post Employment Benefit:

The Company has a defined benefit gratuity plan. Every employee who hcompl

eted five years or more of service is eligible for gratuity on departur

computed based on the Company’s gratuity scheme for each completyear of service. The scheme is funded with an insurance company.

Training and Development

Leadership Program, Challenge Course

39



Sharp introduced the Sharp Leadership Program in Japan as an educationa

and promotion system targeting all employees, from younger employees i

semi-managerial positions to those in supervisory positions, with the

objective of systematically nurturing management personnel. In addition t

education based on an MBA (Masters of Business Administration)

curriculum, this program provides practical training that includes overseasassignments and participation in a key project. It is intended to nurture

management skill and leadership that is in line with global standards.

The Challenge Course, for younger employees in semi-managerial position

eliminates seniority-based factors and sets up a monthly compensation

system based on performance. Along with an education support system, it

intended to enable early promotion of younger personnel.

Overseas Assignment Register Training and

Global Personal Register Training

In 2008, Sharp introduced and began promoting its overseas assignment

register training (GATE) and its global personnel register training (G-BANK)

Designed to help employees systematically acquire the knowledge and ski

essential for working overseas, GATE targets employees newly tapped for

overseas assignments. G-BANK targets young mid-career employees

interested in working overseas or in working on overseas-related projectsand was designed to help them acquire English skills and basic knowledge

and to train future candidates for overseas assignments. In fiscal 2009,

approximately 60 employees received

GATE training, and approximately 140 employees received G-BANK trainin

SHINE Program (for fostering young global employees)

The SHINE (Sharp International New Experience) Program in Japan is an

service training system to foster the abilities of younger employees who wplay a central role in the global business of the future and to nurture glob

personnel.

Under this program, Sharp sends highly motivated employees overseas f18 months to two years to gain work experience at overseas bases anstudy foreign languages at local language schools. Since its introduction

40



2004, Sharp has dispatched 50 trainees to 13 different countries througthis program.

Master System

The Master System in Japan was designed to create and develop one-of-

kind technical skills, pass down these skills to the younger generation, afoster master technicians. Through the scouting and nurturing of highskilled persons, Sharp aims to maintain vitality within the compaorganization. The system covers seven types of skills.

Education, Training, and Self-Development Support

Systems

• Seminars Classified by Function and Specialized Field

In Japan, Sharp widely conducts training programs aiming at the acquisitiof the specialized knowledge and skills necessary in various job types, suas technology, planning, procurement, manufacturing, quality control, saleservice, accounting, and intellectual property.

• Correspondence Course, Essential Course

To support self-development, correspondence education courses are offerefor employees to acquire the knowledge, skill, and certification necessary their jobs, including basic business knowledge, foreign languages, andspecialized knowledge.In the Essential Course, topical themes are set, and employees in Japansimultaneously receive lectures on the latest trends and theory byuniversity professors and leading experts in those fields via avideoconference system.

• Step-Up Campaign (Qualification Acquisition Encouragement

Plan)

Supporting self-development for employees, Sharp introduced tQualification Acquisition Encouragement Plan in September 2004 in Japan reward employees who have acquired any of the specified six qualificationsuch as public accountant certification. Adding to this, Sharp has bebroadening the range of qualifications, from specialized fields such

41



technology and technical skills, to foreign languages and IT, which adirectly connected to daily duties. Sharp now provides incentives recognition of 200 qualifications. Approximately 5,500 qualified applicanreceived the respective incentives in fiscal 2009.

• Commendation System

Sharp annually honors domestic and overseas employees a

divisions/departments that have achieved outstanding performance.

fiscal 2009, approximately 110 awards were presented to about 1,4

employees.

Finance:

The financial highlights for the fiscal 2009 - 2010 are dealt with in t

Directors' Report. During the year under review your company has achiev

a gross turnover of Rs.1142.884 mn which is 12.70% higher compared wi

the previous year. This was mainly due to increase in sale of Colo

televisions and LCD. In terms of volume turnover of CTV has increased

16.1% and of LCD by 81.6%.Your company will continue to focus

increasing the sale of LCD Televisions and improve sales of Refrigeratoand microwave ovens in the coming years.

FINANCIAL RESULTS : Rs. In MillionYear

Yearended

endedMarch 31,

2011 March 31, 2009INCOMESales and Services (Gross) 1142.8841014.073Less : Excise Duty & Service Tax (73.253)(98.959)

42



Sales and Service income (Net) 1069.631915.114Other Income 10.6304.190

1080.26919.304

EXPENDITUREManufacturing and other expenses 1035.224887.435Depreciation 23.78518.660Interest expense 5.15410.953

1064.16917.048

PROFIT BEFORE TAX 16.0982.256PROVISION FOR TAXWealth tax (0.017)(0.027)Fringe Benefit Tax -(1.429)NET PROFIT / (LOSS) FOR THE YEAR 16.0810.800PROFIT AND LOSS ACCOUNT,beginning of the year (218.707)(219.507)PROFIT AND LOSS ACCOUNT,end of the year (202.626)

(218.707)

Sharp Business Systems (India) Limited (SBSIL), a subsidiary of ShaCorporation, expects its turnover to grow to Rs.1,200 crore by 2011-12 its mobile handset business gains strength. They expect Rs.500 cror

Rs.700 crore to come from their mobile handset business.

RATIOS:

Liquidity AndSolvency Ratios

200

9 2010

Current Ratio 1.39 1

43



.49

Quick Ratio 1.010

.85

Debt Equity Ratio 0.09 --

Long Term DebtEquity Ratio --- --- --

Performance Metrics:

The financial highlights for the fiscal 2008 - 2009 are dealt with the Directors’ Report. During the year under review your company hachieved a gross turnover of Rs.1014.073mn which is 2.84% high

compared with the previous year. This was mainly in the area of LCD - TContinued strict credit control measures, & cost reduction activities himpacted reduction in working capital and loans reducing the intereburden & other expenses. In terms of volume turnover of LCD sales hincreased by 29.36%, Refrigerators sales has increased by 4.34%, CTV salhas remained the same as compared with the previous year. Your compawill continue to focus on increasing the sale of LCD Televisions and improvsales of CTV and Refrigerators in the coming years.

The Customers (SBSIL)Sharp business products can boost productivity and reduce costs. Shaproducts are designed to help

1. Individuals,2. Families, and3. Corporate teams

connect effortlessly, communicate clearly, and unleash creativity like nev

before. Sharp is dedicated to improving people's lives through the use advanced technology and a commitment to innovation, quality, value, adesign

The Company has primarily business dependent on other companies, thua Business –to- Business sales structure is what they are looking forward ftheir Office Automation products.

44



Their Retail business is dominated by their Mobile Handsets. The companytargeting high-end customers in the segment and had set its eyes on sellione million Mobile handsets by 2011-12. The Company doesn’t have aproduct in the sub-Rs.5,000 category. So, no matter how hard they try, 7percent of the mass market will be beyond their reach. In the rest 2percent, they have targeted a market share of three percent.

Home Appliances are also playing a major role in the business growth of tCompany.

The Competition

It is a fiercely competitive sector in India, with the market fragmentbetween the aggressive Koreans LG and Samsung, several Indian brandthe Chinese Haier and Dutch brand Philips, not to speak of Japanese riva

Sony and Hitachi, what are the prospects for Sharp?

The Environment

ENVIRONMENTAL POLICY

Sharp India Limited adopts following policy known as"3E " to expand contribution for environment protection

EPP: Eco-positive Product - Products having lessusage of resourses and are safe for use.

EPO: Eco-positive Operation - Reduce adverse impact

45



on evironment during manufacturing processes.

EPR: Eco-positive Relationship - Enhance corporatevalue during involvement of employees

Targets will be set up in each of above area and performance will be monitored.

Quality PolicySharp India Limited follows Quality Policy known as " 3C" for Customer Satisfaction

Customer satisfaction - They aim to achieve total customer satisfaction by integrating our business process

in line with customer need & specified requirements.

Continual Improvement - They are dedicated to the use our updated innovative technology to contribute to

the benefit of peopleand to earn profit from business.

Commitment - Towards this philosophy & purpose of our business, they adopt the policy of total

commitment to the safety &

reliability of our products & services.

The Technology

ALL Sharp subsidiaries world-wide are integrated via SAP an ERP softwasystem. This allows all departments within the company to use acommon database effectively and efficiently for:

– Supply and demand of product and parts for manufacturing

– Product Marketing

– Inventory Control

–

Finance, Credit and Accounting

– Order Processing

– “E-Sales”

– Shipping and Delivery (Traffic)

– Internal Purchasing

– Reporting

– Sales tracking and reporting to identify marketing trends such a

• Slow moving product needs a “push” from marketing to increase sales.

46



• Fast moving product needs to be re-ordered from the factory Custom(Dealer/Distributor) accounts need to be current Product/Model codesneed to be current SAP is the back-end to our Internet Business Syste(IBS) on-line ordering system Data sharing between Sharp and on-lineproduct information providers.

• In addition to advanced printing and copying, Sharp Color Solutionsfeature an integrated document management system that seamlesslystreamlines office workflow, while their multi-layered security functioensure that your business is protected.

• Sharp Image Quality (IQ), is the defining characteristic of ourmultimedia projectors that has made Sharp the industry leader in DLPtechnology used in DLP projector Series & LCD technology used in LCdisplay products. From the smallest Mobile Series to our fullynetworked Large Venue Series you'll find intelligent design andfeatures sure to portray your message in the best light.

M ICHAEL PORTER’S FIVE FORCES MODEL

47



SWOT Analysis of SHARP:

48

Threat of new entrants

• With so many features already several companies are available the market so it will be harder to new arrivals.

• Many big companies are in hard competition.

• Day by day technology updated itself so it is quite uneasy for them

•

Companies under office automation are very older, so they havtheir own experience, so they are more powerful then new entrants

• Requirement to invest more.

• Brand of this product is 100 years older which is older then any othelse

Bargaining power of customer

• Competitor have the larger market coverage

• Competition is more in this market.• Attractive features of other company.• More competitor from existing sector.

• Buyers volume are less.

• Degree of dependency up on existing channels of distribution is les

Bargaining power of suppliers

• Many buyers and few suppliers

• Brand of the suppliers is not strong in india

• Suppliers are not forced to raise the prices

• Suppliers have there branch office to sale the products

• Quality and service of this product is very good

• Sharp business system India limited is only company who dea

with sharp office automation products

• Its easy for supplier to find new customers.

Threat of substitutes

• Substitute companies like Hp, Canon has more market coverage

• Price of substitute products is low

• Unawareness of this product• Willingness of the customers for substitute



Strengths:

• Diversified product portfolio

• Focus on research and development

• Extensive international presence

• Reputation (Brand Image) of SHARP in the market.

• Approved business model with a customer centric focus.

• Robust supply chain network.

• Wide spread distribution network.

• Committed & confident management.

•Competitive advantage over other players in the industry.

• Innovative aspects of launching new products.

• Successful implementation of processes, systems, IT & communicatio

networks.

Weakness:

• Rising expenditure affecting margins.

• Limited marketing budget & hence limited advertising of new product

• Lack of customer awareness about the different offerings of the

company.

• Lack of proper customer service (after sales service).

• Lack of training to the customer service staff.

• Improper implementation of CRM (Customer Relationship

Management) in the company.

Opportunities: Demand for consumer electronic goods have a very goo

growth potential in the Indian market for the years to come due to

(a) Phenomenal growth of media and entertainment in India and flurry

television channels.

49



(b) Nuclearization of families and changing life styles.

(c) Rise in consumer disposable income not only in big cities but even in t

tier II & III cities.

(d) The rising demand for LCD not only in urban areas but also in se

urban areas.(e) The narrowing gap between conventional TV and flat TV and similar

Flat TV and LCD TV.

(f) Changing perception of refrigerator as a utility product rather than

luxury .

(g) Electrification in rural areas.

(h) Rising consumer aspirations for latest technology models.

Threats:

(a) Due to the emergence of many market players and stiff competitio

there is continuous pressure on margins.

(b) The cost of advertising, and after sales service are increasi

tremendously

(c) The focus of consumers is shifting on energy efficient appliance

Providing such appliances at competitive prices is a challenge.

50



MARKET RESEARCH

Market Research attempts to understand why we buy a particular product service. Consumers are becoming more demanding and Markets fproducts and services are becoming increasingly competitive.

Businesses at this stage require a sophisticated Marketing Intelligence.

Good Market research is critical for businesses to study Markets aMarketing strategies for new products and services.

It also provides data needed to maintain Market Share and Sales VolumOur choices of products and even our attitudes to Political and Social issuelike Drunken Driving - are evidences of successful Marketing Strategies.

Nature of Work:

Market or Marketing Research Analysts are concerned with the potentsales of a product or service. They analyze statistical data on past sales predict future sales.

They gather data on competitors and analyze prices, sales, and methods Marketing and distribution. Market Research Analysts devise methods aprocedures in obtaining the data they need.

51



They often Design Telephone, Mail, or Internet Surveys to assess consumpreferences. Some surveys are conducted as personal interviews by goidoor - to - door, leading focus group discussions, or setting up booths public places such as shopping malls.

Trained interviewers, under the Market Research analyst's direction, usua

conduct the surveys. After compiling the data, Market Research analysevaluate them and make recommendations to their client or employbased on their findings. They provide a company's management winformation needed to make decisions on the promotion, distributiodesign, and pricing of products or services.

The information may also be used to determine the advisability of addinew lines of merchandise, opening new branches, or otherwise diversifyithe companys operations. Market Research Analysts might also develadvertising brochures and commercials, sales plans, and produpromotions such as rebates and giveaways.

Survey Researchers design and conduct surveys for a variety of clients suas Corporations, Government Agencies, Political Candidates, and Serviproviders. They use Surveys to Collect Information that is used for ResearcMaking Fiscal or Policy Decisions, measuring Policy Effectiveness, aimproving Customer Satisfaction.

Analysts may conduct Opinion Research to determine public attitudes

various issues, which may help political or business leaders and otheassess Public support for their Electoral prospects or Social Policies.

Like Market Research Analysts, Survey Researchers may use a variety mediums to conduct surveys, such as the Internet, Personal or TelephoInterviews, or Mail Questionnaires. They also may Supervise Interviewewho conduct surveys in person or over the Telephone.

Survey Researchers Design Surveys in many different formats, dependiupon the Scope of Research and Method of Collection. Interview Surveys, f

example, are Common because they can increase Survey Participatirates.

Survey Researchers may consult Economists, Statisticians, Market ResearAnalysts, or Other Data users in order to Design Surveys. They may alpresent Survey Results to Clients.

52

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Market Research: Skills & Talents

The field of Marketing Research calls on the following Skills :

Key Skills Area Requirement

People Skills Medium

Sales Skills Medium

Communication Skills Medium

Analytical Skills Very High

Ability to Synthesize Medium

Creative Ability High

Initiative MediumWork Hours 35 - 65 / week

Must be Good with Data:

Market - Research Analysts Research Market conditions by CollectinOrganizing, and Interpreting Data from Local, Regional, National, or OthAreas to Determine Potential Sales of a Product, Service, or Retail Facilities

Team Oriented:

Market Researchers usually work on a research team with statisticianmotivational research specialists who design survey questions, pollsteinterviewers, IT specialists and a variety of others.

Survey Researchers held about 50,000 jobs in 2008. Survey Researchewere mainly Employed by Professional, Scientific, and Technical ServicFirms, including Management, Scientific and Technical Consulting Firms, a

53



Scientific Research and Development Firms; Employment Services, StaGovernment, and Internet Service providers and Web Search Portals.

A number of Market and Survey Researchers combine a Full - Time Job Government, Academia, or Business with Part - Time or consulting Work another Setting. About 8 percent of Market and Survey Researchers are se

- employed.

Some of the Market Research Companies providing Jobs in India

• Cross Tab• Delphi Research Services• Diksha Research• IMRB International• Lamcon Finance & Management• Market Pulse• Nielson India• Protech India• Rural Relations• Rushabh Direct Marketing• Sampling Research• Samsika Marketing Consultants

Positions available in Market Research:

1. Vice - President of Marketing Research : This is the senior positiin Marketing Research. The VP is Responsible for the Entire MarketiResearch Operation of the Company and serves on the TManagement Team, also sets the objectives and goals of tMarketing, Research Department.

2. Research Director : Also a senior position, the director has t

overall responsibility for the development and execution of all tMarketing Research Projects.

3. Assistant Director of Research : Serves as an AdministratiAssistant to the Director and supervises some of the other MarketiResearch staff members.

4. (Senior) Project Manager : Has overall responsibility for DesigImplementation, and Management of Research Projects.

54



5. Statistician / Data Processing Specialist : Serves as an expert theory and application of Statistical Techniques. Responsibilitiinclude Experimental Design, Data Processing, and Analysis.

6. Senior Analyst : Participates in the development of projects adirects the Operational Execution of the assigned projects. Worclosely with the analyst, junior analyst, and other personnel

developing the research design and data collection. Prepares the finreport. The primary responsibility for meeting time and coconstraints rests with the senior analyst.

7. Analyst : Handles the details involved in Executing the ProjeDesigns and pretests the questionnaires and conducts a preliminaanalysis of the data.

8. Junior Analyst : Handles routine assignments such as SecondaData Analysis, Editing and Coding of Questionnaires, and simpstatistical analysis.

9. Field Work Director : Responsible for the Selection, TraininSupervision, and evaluation of Interviewers and Other field workers.

55



The Project

56



Objective:

As per SHARP the objective for the first One month i.e. 11th April 2011 to 1

May 2011 was;

1. Identify New Trends in Office Automation – MFP, IDP and BrandPreference of Companies located at Jubilee Hills, Banjara Hills,

Madhapur and HITEC City towards these products.

This was done through;

a) Primary Data Collection

b) Personal Visits to Companies

c) The constraint being Targeted Companies should have Rs.30 Croreturnover

Target/Tasks: The target was to collect 100 Companies per Group in a week. The Time Frame given to us on completing the above task was 11th Ap2011 to 11th May 2011.

1. Split Six of us in to group of two each to form 3 groups.2. Create Database of Companies with a Turnover excess of Rs.30 Cror

located ata. Jubilee Hillsb. Banjara Hillsc. Madhapurd. HITECH City

3. Assignment of both the above locations to the Three Teams4. Collect Data from Companies located at;

a. Jubilee Hills b. Banjara Hills

c. Madhapurd. HITECH City

Strategy:

Since the Target Group was Corporates, the upfront issues we had to face

was;

57



1. Taking Appointments with Admin Manager/ IT Manager/ Facility

Manager

2. Getting Through the Security Guards wherever we Walked Inn

3. Getting Through the Reception wherever we Walked Inn

4. Meeting the Admin Manager/ IT Manager/ Facility Manager during Wa

Inns

Strategy was very simple but aggressive to overcome the above challenge

and was successful to some extent. The same is being given below;

1. Calling up Companies to get appointments with Admin Manager/ IT

Manager/ Facility Manager – Was not much successful. Receptionistsrarely connected us to the officials. They insisted on the Extension No

Employee ID of the concerned employee, which was unavailable with

us.

2. Walking-Inn to meet Officials – Was successful to a greater extent. We

portrayed ourselves as students and highlighted the necessity of

project towards Academic requirements.

a) Security Guards – They were the primary obstacles since they did not understand the

importance of Educational requirement and always insisted on

appointments. To overcome them, we used to use their own internal

telephone and talk to Admin Manager/ IT Manager/ Facility Manager

and most cases we were allowed to meet them or were given an

appointment for later date.

b) Receptionists –

They always insisted on appointments. But on describing the

importance of this survey, they were kind enough to help us. They

some times allowed us to meet the respective employee or got us an


58



c) Admin Manager/ IT Manager/ Facility Manager –

They were very demanding towards the purpose of the survey. They

were concerned if we were truly from the college or were representin

some commercial establishment. To overcome this we carried our

College ID Cards and Letter from the College describing our Project.

d) Data Gathering –

Initially we started with open ended questions for the survey, but soo

we realized that a structured view was required. Hence, we created a

Question Questionnaire. The Questionnaire strategy has been

successful, and has given all the required data.

Achievements:

The Target given to every group was 100 Companies per week i.e 12Companies in one Month.Practically an impossible task for the following reasons;

a) The Target Companies had to have a turnover above Rs.30 Crore.b) Such companies had to be large business houses. Meeting su

companies has its own level of difficulties as mentioned above Strategy Column.

c) Effective number of such companies is very small in allotted areas.

We have collected data from 75 Companies altogether, with very laraccounts, to name a few;

a) Accentureb) Westin Hotelc) Coastal Projectsd) Bharati Cementse) CISCO Systems India Ltd.

Mid-course Correction:

There was no mid-course correction of targets.

59



Limitation:a) Security Guards –

They were the primary obstacles since they did not understand the

importance of Educational requirement and always insisted on

appointments. To overcome them, we used to use their own internal

telephone and talk to Admin Manager/ IT Manager/ Facility Managerand most cases we were allowed to meet them or were given an


b) Receptionists –

They always insisted on appointments. But on describing the

importance of this survey, they were kind enough to help us. They

some times allowed us to meet the respective employee or got us an


c) Admin Manager/ IT Manager/ Facility Manager –

They were very demanding towards the purpose of the survey. They

were concerned if we were truly from the college or were representin

some commercial establishment. To overcome this we carried our

College ID Cards and Letter from the College describing our Project.

Conclusion:

The student should draw together the main issues discussed in the masections and identify any implications of the work that he/she has describe

The student should also describe how tasks and targets could have bebetter achieved, or the performance be improved upon.

The activity conducted by us was very necessary for us primarily for the

following reasons;

a) Knowing our customer

b) Knowing the methods and difficulties of Primary Data Collection

c) Knowing the Brand Distribution of Office Automation Products among

corporates

Task/target set:

60



Sharp the company I was working with, initially assigned me a data

collection job. The job was to collect data from the companies which shoul

at least have a turnover of 30 crores/annum and the target was 50

companies a week, which literally was an impossible task to accomplish

because the areas assigned were having companies of such profiles but no

in that number as the target was assigned and obviously an entry into succompanies was a tough job and had difficulties at its own level. After

completion of data collection part we were being assigned with selling of

sharp’s products.

Strategies adopted:

As we were six students in number working at sharp we divided ourselves

into groups of two each to complete the task with accuracy and speed.

(Here accuracy in the sense we have divided ourselves in a way that weshouldn’t go into each others divided areas so that the data is not

repeated). It took about three weeks to complete the jubilee hills and

banjara hills area given to us and we collected about 240 company’s data

together.

Analysis of performance vs target and reasons for

variance:

The job was to collect data from the companies which should at least have

turnover of 30 crores/annum and the target was 50 companies a week,

which literally was an impossible task to accomplish because the areas

assigned were having companies of such profiles but not in that number as

the target was assigned and obviously an entry into such companies was a

tough job and had difficulties at its own level. After about 6 weeks of data

collection we were being assigned with selling of sharp’s products. Initially

the area’s like khairatabad, basheerbagh, nampally , lakdikapool,

mahidepatnam, and langerhouse were given individually to each of us. Bu

with in a couple of days the company again changed the area to banjara

hills and asked all six of us to do the job at same place.

61



We got many leads but were unable to close the deal ending in a sale .The

reasons are:

• No brand awareness of sharp in Indian market.

• People were not sure of the after sales service provided by sharp

Problems/constraints/limitations:

We got many leads but were unable to end these leads as sales .The

reasons for which could be:

• Delay in delivery of the products

• Payment from customer is needed well before than delivery that too i

the form of cheque or DD (Demand Draft) which in a B2C selling was

difficult thing to do.

• Price quotation was demanded by the prospects but SHARP was

showing poor response towards it.

Learning during SIP:

• Gone through a tremendous learning during this SIP.

•

Understood the hierarchy of the company .

• Now got a clear knowledge of what happens at different levels of

management and more importantly that of the lower level

management at which I was assigned with the tasks.

• Communication skills and confidence with in me has grown much

higher than it was.

62



The Data

And

The Data Interpretation

• Brand Distribution of Office Automation

Products.

o Photo Copier

63



o Multi-Functional Printers(MFP's)

o Fax Machine

o Printer

o Scanner

o LCD Projector

o Information Display Panels(IDP’s)

• Consumer - Factor Preference of Office

Automation Products.

o Price Preference

Photocopiers

MFP

FAX

Printer

Scanner

LCD

IDP

o Product Quality Preference

Photocopiers

MFP

FAX

Printer

LCD

IDP

64



o Service Quality Preference

Photocopiers

MFP

FAX

Printer

Scanner

LCD

IDP

o Brand Preference

Photocopiers

MFP

FAX

Printer

Scanner

LCD

IDP

o Others

Photocopiers

MFP

FAX

Printer

Scanner

LCD

IDP

65



• Brand Satisfaction of Office Automation Products.

• Years of Ownership of Office Automation Products.

• Problems with Existing Products.

• Product replacement Plans.

• Replacement Plans In Periods (No. of months).

Brand Distribution - Photocopier Machines

Table 1: graph 1:

66



The Table:1 and Graph:1 shows the Brand Distribution of various Brands of Photocopier

Machines.

INTERPRETATION:-

• From the Graph:1 it infer more number of respondents are using Photocopiers is HP i.e.,

32% followed by Canon with 28.16%.

• The percentage of respondents using SHARP Photocopiers is 8%.

Brand Distribution - MFP

67

Sl.

No.

Particul

ars Nos.

Weightag

e %

1 Xerox 22 21.36

2 Sharp 8 7.77

3 Canon 29 28.16

4 HP 32 31.07

5 Toshiba 4 3.88

6 RICHO 8 7.77

Total 103 100.00



Table 2: Graph 2:

The Table 2 and Graph 2 shows the Brand Distribution of various Brands of Multi-Functional

Printers(MFP’s).

INTERPRETATION:-

• From Table 2 it can be infer that most of the respondents uses HP which is 62.50

followed by CANON i.e.,18.48%.

68

Sl. No.

Particula

rs Nos.

Weightage

%

1 Xerox 7 3.80

2 Sharp 4 2.17

3 HP 115 62.50

4 CANON 34 18.48

5 Samsung 8 4.35

6 Toshiba 4 2.17

7 RICOH 8 4.35

8 Others 4 2.17

Total 184 100



• The percentage of respondents using SHARP MFP’s is 2.17%.

Brand Distribution - Fax Machines

Table 3:

The Table 3 and Graph 3 show the Brand Distribut

of various Brands of FAX MACHINES.

Interpretation:

• From Table 3 it can be infer that most of the

respondents uses HP which is 26.09% and

closely followed by PANASONIC i.e.,18.48%.

• The percentage of respondents using SHAR

MFP’s is 5.8%.

• It can also be inferred that Fax Machines ha

wide range of brands.

Graph 3:

69

Sl.

No.

Particul

ars Nos.

Weightag

e %

1 Xerox 4 5.80

2 Brother 9 13.04

3 HP 18 26.09

4 Samsung 3 4.35

5 CANON 6 8.70

6Panasoni

c 15 21.74

7 Sharp 4 5.80

8 Toshiba 3 4.35

9 BSNL 2 2.90

10 Philips 2 2.90

11 Others 3 4.35

Total 69 100



Brand Distribution - Printer

Table 4: Graph 4:

The Table 4 and Graph 4 show the Brand Distribution of

various Brands of PRINTERS.

INTERPRETATION:-

70

Sl.

No.

Particul

ars

No

s.

Weight

age %

1 Xerox 6 3.64

2 Brother 5 3.03

3 HP

11

4 69.09

4

Samsun

g 4 2.42

5 RICOH 2 1.21

6 CANON 26 15.76

7 Sharp 3 1.82

8 Others 5 3.03

Total165 100



• From Table 4 it can be infer that most of the respondents uses HP which is 69.09% and

followed by a far comparison CANON i.e., 15.76%.

• The percentage of respondents using SHARP printers is 1.82%.

Brand Distribution – Scanner

Table 5: Graph 5:

The Table 5 and Graph 5 show the Brand Distributio

of various Brands of SCANNERS.

INTERPRETATION:-

71

Sl.

No.

Particul

ars Nos.

Weightag

e %

1 Xerox 4 4.08

2 U-Max 3 3.06

3 HP 72 73.47

4 CANON 9 9.18

5 RICOH 1 1.02

6 EPSON 2 2.04

7

Samsun

g 2 2.04

8 Kodak 3 3.06

9 Sharp 2 2.04 Total 98 100



• From Table 5 it can be infer that most of the respondents uses HP which is 73.47% and

followed by a far comparison CANON i.e., 9.18%.

• The percentage of respondents using SHARP printers is 2.04%.

Brand Distribution - LCD Projector

Table 6: Graph 6:

72

Sl. No.

Particul

ars Nos.

Weightag

e %

1 Hitachi 9 7.14

2 Optima 4 3.17

3 NEC 8 6.35

4 Ben Q 8 6.35

5 Sanyo 12 9.52

6 Sharp 4 3.17

7 DELL 5 3.97

8

Samsun

g 4 3.17

9 HP 6 4.76

10 Sony 22 17.46

11

Panason

ic 11 8.73

12 Epson 19 15.08

13 Toshiba 4 3.17

14 Others 10 7.94

Total 126 100



INTERPRETATION:-

•

From Table 6 it can be infer that most of the respondents uses SONY which is 17.46% anclosely followed by EPSON i.e., 15.08%

• The percentage of respondents using SHARP Lcd Projectors is 3.17%.

• It can also infer that Lcd Projectors has wide range of brands.

Brand Distribution - IDP

Table 7 Graph 7:

73



The Table 7 and Graph 7 show the Brand Distribution of various Brands of IDP’s,

INTERPRETATION :-

• From Table 7 it can be infer that most of the respondents uses SAMSUNG which is 32.88

and followed by SONY i.e., 21.92%

• The percentage of respondents using Others IDP’s is 17.81%.

• It can also infer that IDP’s has narrow range of brands.

74

Sl. No.

Particul

ars Nos.

Weighta

ge %

1 LG 12 16.44

2 Sony 16 21.92

3

Panason

ic 5 6.85

4

Samsun

g 24 32.88

5 Toshiba 3 4.11

6 Others 13 17.81

Total 73 100.00



Brand Satisfactionof

Office Automation Products.

75



Brand Satisfaction:

Table 8 Graph 8:

The Table 8 and Graph 8 show the Brand Satisfaction of Office automation products ,

INTERPRETATION:-

• From Table 8 it can be infer that 211(96.79)% of the respondents are satisfied

with the Brands

• Only 7(3.21)% of the respondents are not satisfied with the brand

76

Sl. No.

Particul

ars Nos.

Weighta

ge %

1 Yes 211 96.79

2 No 7 3.21

Total 218 100.00



Problems with Existing

Products

77



Problems With Existing Products

Table 9: Graph 9:

The Table 9 and Graph 9 shows Problems with existing products,

78

Sl. No.

Problems

with

Products Nos.

Weighta

ge %

1 Yes 60 27.52

2 No 152 69.72

4 No Reply 6 2.75

Total 218 100.00



INTERPRETATION :-

• From Table 9 it can be infer that most of the respondents are not facing problem

with the existing products i.e;69.72% weightage

•

27.52% have respondents are facing problem with the existing products

79



Years of Ownership

of

Office Automation Products

80



Years of Ownership

Table 10: Graph 10:

The Table 10 and Graph 10 shows ownership of office automation products,

INTERPRETATION:-

• From Table 10 it can be infer that most of the respondents are using the office

automation products from 1 to 3 yrs and their weightage is 50.46%

• From the above table maximum respondents are using the products 2 to 5 yrs

81

Sl. No.

No. of

Years Nos.

Weighta

ge %

1 1 to 3 110 50.46

2 4 to 6 81 37.16

3 7 to 12 21 9.63

4

No

Reply 6 2.75

Total 218 100.00



Product replacement Plans

82



Plans of Replacing Products

Table 11: Graph 11:

The Table 11 and Graph 11 shows Plans of replacing office automation products,

INTERPRETATION:-

•From Table 11 it can be infer that most of the respondents i.e; 178 respondentshave no plans of replacing the products and their weightage is 81.65%

83

Sl. No.

Plans forReplacem

ent Nos.

Weightag

e %

1 Yes 33 15.14

2 No 178 81.65

4 No Reply 7 3.21

Total 218 100.00



Replacement Plans

In Periods (No. of months)

84



Replacement Plans in Periods

Table 12: Graph 12:

INTERPRETATION:-

1. 33 Companies have plans to replace their products in Next 3 Months

2. 178 Companies have plans to replace one of their products in Next 6 Months

3. Only 7 Companies have indicated that they have plans to replace one of their

products in Next One Year.

4. Thus we foresee an opportunity for a Sale in Next 6 Months.

85

Sl. No.

Plans for

Replacement Nos.

Weightage %

1

Next 3

Months 33 15.14

2

Next 6

Months 178 81.65

4

After 1

Years 7 3.21

Total 218 100.00



REASONS FOR BRAND PREFERNCE

86



Reasons For Brand Preference - Price

Table 13: Graph 13:

The Table 13 and Graph 13 shows Plans of

Reasons for brand preference - price

INTERPRETATION :-

-As we see in the graph, 134 of 218 say that they are not so price sensitive to the product andthe rest say that they are price sensitive.

-So from this we refer that most of the people in HYDERABAD are not so price sensitive

87

Sl. No. Rank Prefere

nceWeighta

ge

1 1 49 22.48

2 2 35 16.06

3 3 62 28.44

4 4 48 22.02

5 5 5 2.29

6

No

Respons

e 19 8.72

Total 218 100



Reasons For Brand Preference - Product Quality

Table 14: Graph 14:

The Table 14 and Graph 14 shows Reasons for brand preference – Product quality

INTERPRETATION :-

- As we see in the graph there are about 107 /218 who prefer more product quality

88

Sl.

No. Rank

Prefere

nce

Weight

age1 1 70 32.11

2 2 37 16.97

3 3 43 19.72

4 4 41 18.81

5 5 17 7.80

6

No

Respons

e 10 4.59

Total 218 100



- So from this we can refer that although companies are price sensitive they give qual

more preference

89



Reasons For Brand Preference - Service Quality

Table 15: Graph 15:

The Table 15 and Graph 15 shows Reasons for

brand preference – Service quality

INTERPRETATION :-

1. 30.73% of Companies buy the products due to the Service Quality.

2. 20.64% of Companies have Ranked Service Quality as 2nd Most important while buying a

Product.

90

Sl.

No. Rank

Prefere

nce

Weight

age1 1 67 30.73

2 2 45 20.64

3 3 33 15.14

4 4 29 13.30

5 5 25 11.47

6

No

Respons

e 19 8.72

Total 218 100



Reasons For Brand Preference - Brand

Table 16: Graph 16:

The Table 16 and Graph 16 shows Reasons for brand preference – Brand

INTERPRETATION :-

1. 59 Companies have Ranked Brand as No.1 while buying the Products.

2. 56 Companies feel Brand being the 2nd most important while buying the Products

91

Sl.

No. Rank

Prefere

nce

Weight

age

1 1 59 27.06

2 2 56 25.69

3 3 28 12.84

4 4 52 23.85

5 5 3 1.38

6

No

Respon

se 20 9.17

Total 218 100



Reasons For Brand Preference - Other Reasons

Table 17: Graph 17:

The Table 17 and Graph 17 shows Reasons for brand preference – Other preference

INTERPRETATION :-

1. 44 Companies have Ranked Other Reasons as 1st while buying the Products

92

Sl.

No. Rank

Prefere

nce

Weight

age

1 1 44 20.18

2 2 7 3.21

3 3 1 0.46

4 4 2 0.92

5 5 57 26.15

6

No

Respon

se 107 49.08

Total 218 100



Consumer Factor Preference

of

Office Automation Products

93



PRICE PREFERNCE

Price Preference- Photo Copier:

Table 18:

Price.prefer

TotNo

Prefer 1 2 3 4 5

Photocopier.Brand

No Response 16 12 20 40 23 2 11

BROTHERSOFTSOFT 0 0 0 1 0 0 1

CANON 2 6 8 7 5 1 29

HCL 0 0 0 1 0 0 1

HP 1 5 5 6 12 2 31

KODAK 0 0 0 1 0 0 1

MODI 0 0 1 0 0 0 1

RICOH 1 2 2 3 0 0 8

SHARP 1 2 2 1 2 0 8

TOSHIBA 0 1 1 0 1 1 4

WORKCENTRE 0 0 0 0 1 0 1

XEROX 0 6 2 5 7 0 20

Total 21 34 41 65 51 6 21

Table: Shows the Price Preference of Photocopiers

Graph 18:

Graph: Shows the Price Preference of Photocopiers

94



Interpretation:

• HP(31) -- 12 respondents have ranked Price preference as ‘4’

• CANON(29) – 8 respondents have ranked price preference as ‘2’.

• XEROX(20) – 7 respondents have ranked price preference as ‘4’.

• SHARP(8) – 6 respondents have ranked price preference as ‘1’,’2’ & ‘4’

Price Preference:-MFP’s

Table 19:

Price.prefer

TotaNo Prefer 1 2 3 4 5

MFP.

Brand

No Response 7 4 2 7 8 1 29

BROTHERSOFT 0 0 1 0 0 0 1

CANON 0 1 13 9 8 1 32

DELL 0 0 1 0 0 0 1

HCL 0 0 0 1 0 0 1

HP 11 22 16 38 28 4 119

KODAK 0 0 0 1 0 0 1

MODI 0 0 1 0 0 0 1

PANASONIC 1 0 0 0 0 0 1

RICOH 0 3 1 2 2 0 8

SAMSUNG 1 1 1 4 0 0 7

SHARP 0 1 2 0 2 0 5

TOSHIBA 0 1 2 2 0 0 5


XEROX 1 1 1 1 2 0 6

Total 21 34 41 65 51 6 218

95



Graph 19:

INTERPRETATION:

• HP(119) -- 38 respondents have ranked as ‘3’.

• CANON(32) -- 9 respondents have ranked as ‘2’.

• SHARP(5) – 4 respondents have ranked as ‘4’.

• On the whole majority of respondents ranked price preference has 3 for MGP’s.

96



Price Preference--FAX MACHINE

Table 20:

Price.prefer

TotaNo prefer 1 2 3 4 5

Faxmachine.

Brand

No Response 13 13 23 48 30 3 130


GODREJ 0 0 0 1 0 0 1

BSNL 0 0 1 1 0 0 2

CANON 0 2 0 0 3 1 6

EPSON 0 0 1 0 0 0 1

HCL 0 0 0 1 0 0 1

HP 5 9 8 9 7 1 39

MODI 0 1 0 0 0 0 1

PANASONIC 0 4 4 4 3 0 15

PHILIPS 0 0 0 0 2 0 2

SAMSUNG 1 1 1 0 0 0 3

SHARP 0 1 2 0 1 0 4

TOSHIBA 0 0 1 0 2 0 3

XEROX 1 0 0 0 1 1 3

Total 21 34 41 65 51 6 218

Graph 20:

INTERPRETATION:

97



• HP(39) -- 9 respondents have ranked as ‘3’

• PANASONIC(15) -- 4 respondents have ranked equally ‘1’,’2’ & ‘3’.

• The companies who are using SHARP(4) – 2 respondents have ranked as ‘2’.

• On the whole majority of respondents ranked price preference has 3 for FAX

machine.

Price Preference -- PRINTER

Table 21:

Price.prefer


Printer.

Brand

No Response 11 8 14 26 13 2 74


CANON 1 3 7 4 6 0 21

HP 6 18 19 31 27 3 104

PANASONIC 0 0 0 1 0 0 1

PRINTES 1 0 0 0 0 0 1

RICOH 1 0 0 1 0 0 2

SAMSUNG 0 0 0 2 0 0 2

SHARP 0 1 1 0 1 0 3

TVS 0 0 0 0 1 0 1

LIPI 0 0 0 0 1 0 1

XEROX 1 1 0 0 1 1 4

Total 21 34 41 65 51 6 218

Graph 21:

98



INTERPRETATION:

• HP(104) -- 31 respondents have ranked as 3.

• From the above table it can be inferred that majority of respondents are using H

• SHARP(3) – 3 respondents have ranked equally ‘1’, ‘2’ and ‘4’.

• On the whole majority of respondents ranked price preference has 3 for Printer

99



Price Preference – SCANNER

Table-22

Price.prefer


Scanner.

Brand

No Response 13 12 25 41 25 3 119

CANON 0 2 2 4 2 0 10

EPSON 0 0 0 1 0 0 1

HP 5 17 12 17 19 3 73

KODAK 0 0 1 1 0 0 2

EPSON 0 1 0 0 0 0 1

RICOH 1 0 0 0 0 0 1

SAMSUNG 0 0 1 1 0 0 2

SHARP 0 1 0 0 1 0 2

U-MAX 1 0 0 0 1 0 2

ASTRA 0 0 0 0 1 0 1

XEROX 1 1 0 0 2 0 4

Total 21 34 41 65 51 6 218

Graph-22

INTERPRETATION:

100



• HP(73) -- 19 respondents have ranked as ‘4’.

• From the above table it can be inferred that majority of respondents are using H

Scanners.

• SHARP(2) – 2 respondents have ranked equally ‘1’ and ‘4’.

• On the whole majority of respondents ranked price preference has 3 forScanners.

101



Price Preference – LCD

Table-23

Price.prefer Total

No Prefer 1 2 3 4 5

LCD Brand No Response 13 11 11 29 23 2 89

BENQ 1 2 1 0 3 1 8

NEC 0 0 1 0 2 0 3

CASIO 0 0 0 1 0 0 1

DELL 0 1 1 3 0 0 5

DLP 0 0 2 0 0 0 2

EPSON 2 4 6 3 4 0 19

HCL 0 0 0 1 0 0 1

HITACHI 0 2 2 2 2 0 8

HP 0 3 2 3 1 0 9

INFOCUS 1 0 0 1 0 0 2

NEC 0 2 0 1 2 1 6

NEXUS 0 0 0 1 0 0 1

OPTIMA 1 0 1 2 1 0 5

PANASONIC 0 1 4 2 2 2 11

PHILIPS 0 0 0 1 0 0 1

PIONEER 0 0 1 0 0 0 1

SAMSUNG 1 0 0 2 1 0 4

SANYO 0 2 2 3 5 0 12

CANON 0 0 1 0 0 0 1

SHARP 0 4 0 0 0 0 4

SONY 1 1 5 8 5 0 20

TOSHIBA 1 1 1 1 0 0 4

VIEWSONIC 0 0 0 1 0 0 1

Total 21 34 41 65 51 6 218

102



Graph-23

INTERPRETATION:

• SONY (20) – 8 respondents have ranked as ‘3’

• EPSON (19) – 6 respondents have ranked as ‘2’

• The respondents who are using SONY brand rank price preference 3.

• SHARP(1) – 1 Respondents have ranked as ‘1’.

• On the whole majority of respondents ranked price preference has 3 for LCD Projectors.

103



Price Preference –IDP

Table -24Price.prefer

TotalNo Prefer 1 2 3 4 5

IDP.

Brand

No Response 19 19 27 53 32 5 155

AKAI 0 0 0 1 0 0 1

HITACHI 0 0 1 1 0 0 2

ITVID 0 0 1 0 0 0 1

LG 0 3 3 3 1 0 10

PHILIPS 0 0 0 0 1 0 1

NEC 0 0 0 0 1 0 1

PANASONIC 0 1 0 1 2 0 4

PIONEER 0 0 1 0 0 0 1

SAMSUNG 2 6 5 2 6 1 22

SANSUI 0 1 0 0 0 0 1

SHARP 0 0 0 0 1 0 1

SONY 0 3 3 2 4 0 12

TOSHIBA 0 1 0 1 1 0 3

POLYCON 0 0 0 0 1 0 1

VIDEOCON 0 0 0 1 0 0 1

VV TED 0 0 0 0 1 0 1

Total 21 34 41 65 51 6 218

Graph-24

104



INTERPRETATION:

• SAMSUNG(22) –12 respondents have equally ranked as ‘1’ & ‘4’.

• SONY(12) – 4 respondents have ranked as ‘4’.

• SHARP(1) – 1 respondents have ranked as 4.

• On the whole majority of respondents ranked price preference has 3 for IDP’s.

PRODUCT PREFERENCEProduct Preference—Photocopier

Table-25

Pdt.Quality.prefer

No Prefer 1 2 3 4 5 Tota

Photocopier. No Comments 9 36 25 28 9 9 116

105



Brand


CANON 0 16 5 2 4 2 29

HCL 0 0 1 0 0 0 1

HP 0 12 10 5 3 2 32

KODAK 0 1 0 0 0 0 1

RICOH 0 3 0 0 0 1 4

SHARP 1 4 1 1 1 0 8

TOSHIBA 0 2 0 0 0 1 3


XEROX 0 9 2 6 3 2 22

Total 10 84 45 42 20 17 218

Graph-25

INTERPRETATION:

Above table shows Product quality preference of Photocopier’s and infers that,

• CANON(29)- 16 respondents have ranked product quality as ‘1’

• HP(32)- 12 respondents have ranked product quality as ‘1’

• XEROX (22)- 09 respondents have ranked product quality as ‘1’

• SHARP(8)-04 has ranked product quality as 1.

106



Product Quality--MFP

Table-26

Pdt.Quality.prefer

Tota No Prefer 1 2 3 4 5

MFP.

Brand

No Comments 7 8 4 5 4 1 29


CANON 0 12 9 7 2 4 34

DELL 0 0 0 1 0 0 1

HCL 0 0 1 0 0 0 1

HP 2 44 26 23 11 10 116

KODAK 0 1 0 0 0 0 1

PANASONIC 1 0 0 0 0 0 1

RICOH 0 5 1 0 1 1 8

SAMSUNG 0 3 3 2 0 0 8

SHARP 0 3 0 2 0 0 5

TOSHIBA 0 2 1 0 1 1 5


XEROX 0 5 0 2 0 0 7

Total 10 84 45 42 20 17 218

Graph-26

INTERPRETATION:

107



Above table shows Product quality preference of MFP’s and infers that,

• HP(116)- 44 respondents have ranked product quality as 1.

• CANON(34)- 12 respondents have ranked product quality as 1.

• SHARP(05)- 05 respondents have ranked product quality as 1.

108



Product Quality -- FAX MACHINE

Table-27

Pdt.Quality.prefer

Tota No Prefer 1 2 3 4 5

Faxmachine.

Brand

No Comments 8 37 30 29 13 13 130


BSNL 0 2 0 0 0 0 2

CANON 0 3 1 0 1 1 6

EPSON 0 1 0 0 0 0 1

HCL 0 0 1 0 0 0 1

HP 2 21 8 7 1 0 39

PANASONIC 0 7 2 2 3 1 15

PHILIPS 0 0 0 2 0 0 2

SAMSUNG 0 2 0 0 0 0 2

SHARP 0 2 1 1 0 0 4

TOSHIBA 0 0 0 1 0 2 3

XEROX 0 3 1 0 0 0 4

Total 10 84 45 42 20 17 218

Graph-27

INTERPRETATION:

Above table shows Product quality preference of Faxmachines and infers that,

109




• PANASONIC(15)- 07 respondents have ranked product quality as 1.

• SHARP(04)-02 respondents have ranked product quality as 1.

Product Quality Preference—PRINTER

Table-28

Pdt.Quality.prefer


Printer.

Brand

No Comments 8 15 16 15 9 11 74


CANON 0 10 5 6 2 1 24

HP 2 51 16 16 9 5 99

RICOH 0 1 1 0 0 0 2

PRINTES 0 1 0 0 0 0 1

SAMSUNG 0 1 2 0 0 0 3

SHARP 0 2 0 1 0 0 3

TVS 0 0 1 0 0 0 1

LIPI 0 0 0 1 0 0 1

XEROX 0 2 1 2 0 0 5

Total 10 84 45 41 20 17 217

110



Graph:28

INTERPRETATION:

Above table shows Product quality preference of Priter’s and infers that,




Product Quality Preference – SCANNER

Table-29

Pdt.Quality.prefer Tota

No Prefer 1 2 3 4 5

Scanner.

Brand

No

Comments8 35 26 29 8 13 119

CANON 0 5 0 1 3 0 9

EPSON 0 0 0 0 0 1 1

HP 2 36 17 10 6 2 73

KODAK 0 0 0 0 2 1 3

RICOH 0 1 0 0 0 0 1

SAMSUNG 0 0 1 0 1 0 2

SHARP 0 2 0 0 0 0 2

U-MAX 0 2 0 1 0 0 3

XEROX 0 3 1 0 0 0 4

111



Total 10 84 45 41 20 17 217

Graph-29

INTERPRETATION:

Above table shows Product quality preference of IDP’s and infers that,




112



Product Quality Preference -- LCD’s

Table-30Pdt.Quality.prefer


Lcd.brand

No Comments 7 25 20 17 13 9 91

ACER 0 1 0 1 0 0 2

BENQ 1 1 1 4 1 0 8

CANON 0 1 1 0 0 0 2

CASIO 0 1 0 0 0 0 1

DELL 0 5 0 0 0 0 5

DLP 0 0 0 2 0 0 2

EPSON 0 13 0 4 1 0 18

HCL 0 0 1 0 0 0 1

HITACHI 0 2 3 2 0 1 8

HP 0 6 0 0 0 1 7

INFOCUS 1 1 0 0 0 0 2

NEC 0 3 3 0 1 0 7

NEXUS 0 1 0 0 0 0 1

OPTIMA 0 3 1 1 0 0 5

PANASONIC 0 3 2 3 1 2 11

PHILIPS 0 0 0 0 1 0 1

SAMSUNG 0 3 0 0 0 1 4

SANYO 0 4 5 3 0 0 12

SHARP 0 2 2 0 0 0 4

SONY 1 8 5 3 2 3 22

TOSHIBA 0 1 0 1 0 2 4

Total 10 84 44 41 20 19 218

113



Graph-30

INTERPRETATION:

Above table shows Product quality preference of IDP’s and infers that,

• SONY(22)- 8 respondents have ranked product quality as 1.

• EPSON(18)- 13 respondents have ranked product quality as 1.


114



Product Quality Preference – IDP

Graph-3

115

Table - 31

Pdt.Quality.prefer

TotalNo

Prefer 1 2 3 4 5

IDP.brand

No

Comments

8 55 30 31 17 14 155

AKAI 0 0 1 0 0 0 1

HITACHI 0 1 0 1 0 0 2

ITVID 0 0 0 1 0 0 1

LG 0 5 2 4 0 1 12

NEC 0 1 0 0 0 0 1

PANASONIC 0 0 2 0 1 0 3

NATIONAL 0 1 0 0 0 0 1

PHILIPS 0 1 0 0 0 0 1

SAMSUNG 2 11 3 3 2 1 22

SANSUI 0 1 0 0 0 0 1

SHARP 0 0 1 0 0 0 1

SONY 0 7 3 1 0 0 11

TOSHIBA 0 1 1 0 0 1 3

POLYCON 0 0 0 1 0 0 1

VIDEOCON 0 0 1 0 0 0 1

VV TED 0 0 1 0 0 0 1

Total 10 84 45 42 20 17 218



SERVICE PREFERENCE

Service Preference – PHOTOCOPIER

Table-32

Service.prefer

TotalNoPrefer 1 2 3 4 5

Photocopier.brand

No response 13 29 26 11 21 13

BROTHERSOFT 0 0 0 0 0 1

CANON 2 12 5 5 2 3

HCL 0 1 0 0 0 0

HP 0 11 7 6 2 3

COMPAQ 0 0 1 0 0 0

KODAK 0 0 1 0 0 0

MODI 0 0 0 1 0 0

RICOH 0 4 1 1 2 0

SHARP 1 4 2 1 0 0

TOSHIBA 1 2 0 0 1 0

WORKCENTRE 0 1 0 0 0 0

XEROX 0 6 4 3 3 5

Total 4 41 21 17 10 12

116



Graph:32

INTERPRETATION:

Above table shows Service quality preference of photocopier machines and infers that,

• HP(29)-11 respondents have ranked as ‘1’

• CANON(29)-12 respondents have ranked as ‘1’

• Xerox(21)-6 respondents have ranked as ‘1’

• SHARP(8)-8 respondents have ranked as ‘1’

117



Service Preference – MFP

Table-33

Service.prefer


MFP.brand

No Response 8 9 6 2 1 3 29


CANON 0 10 7 6 4 5 32

DELL 0 0 0 0 1 0 1

HCL 0 1 0 0 0 0 1

HP 7 34 26 13 20 16 116

COMPAQ 0 0 1 0 0 1 2

KODAK 0 0 1 0 0 0 1

MODI 0 0 0 1 0 0 1

PANASONIC 1 0 0 0 0 0 1

RICOH 0 4 0 2 1 1 8

SAMSUNG 1 4 1 0 2 0 8

SHARP 0 2 2 1 0 0 5

TOSHIBA 0 2 1 1 1 0 5


XEROX 0 3 2 1 0 0 6

Total 17 70 47 28 30 26 218

Graph-33

118



INTERPRETATION:




• RICOH (8) & SAMSUNG (8)-4 respondents have ranked as ‘1’

• SHARP(5)-2 respondents are saying have ranked as ‘1’

Service Preference -- FAX

Table-34

119

Service.prefer

TotNo prefer 1 2 3 4 5

Faxmachine.Bran

d

No Response 10 34 30 16 24 16 13


GODREJ 0 0 1 0 0 0 1

BSNL 0 0 1 1 0 0 2

CANON 0 2 1 2 1 0 6

EPSON 0 1 0 0 0 0 1

HCL 0 1 0 0 0 0 1

HP 4 17 8 3 1 6 39

MODI 0 1 0 0 0 0 1

PANASONIC 1 5 1 2 4 2 15

PHILIPS 0 1 1 0 0 0 2

SAMSUNG 1 1 0 1 0 0 3

SHARP 0 0 2 2 0 0 4

TOSHIBA 1 0 0 0 1 1 3

XEROX 0 1 1 1 0 0 3

Total 17 70 47 28 31 25 21



Graph-34

INTERPRETATION:


• HP(39)-17 respondents are ranked as ‘1’

• Panasonic(15)-5 respondents are ranked as ‘1’

• Brothersoft(7)-6 respondents are ranked as ‘1’

• SHARP(4)-4 respondents are ranked as ‘1’ & ‘2’

120



Service Preference – PRINTER

Table-35

Service.prefer Tota

NO prefer 1 2 3 4 5

Printer.brand

CANON 0 9 3 5 4 2 23

HP 8 33 25 11 13 8 98

PANASONIC 0 0 0 0 1 0 1

PRINTES 1 0 0 0 0 0 1

RICOH 0 2 0 0 0 0 2

SAMSUNG 0 0 1 0 1 0 2


SHARP 0 1 2 0 0 0 3

TVS 0 1 0 0 0 0 1

LIPI 0 0 1 0 0 0 1

XEROX 0 2 2 2 0 1 7

Total 17 70 47 29 31 24 218

Graph-35

INTERPRETATION:

121





• BROTHERSOFT( 5) -2 respondents are ranked as ’1’

• SHARP(3)-2 respondents are ranked as ‘2’

Service Preference – SCANNER

Table-36

Service. Prefer Tota

No Prefer 1 2 3 4 5

Scanner.brand

No Response 11 29 27 17 21 14 119

CANON 0 4 3 1 2 1 11

EPSON 0 0 0 0 1 1 2

HP 5 32 14 9 6 7 73

KODAK 0 0 0 0 1 1 2

RICOHH 0 1 0 0 0 0 1

SAMSUNG 0 0 0 1 0 0 1

SHARP 0 1 1 0 0 0 2

U-MAX 1 0 1 0 0 1 3

XEROX 0 3 1 0 0 0 4

Total 17 70 47 28 31 25 218

Graph-36

INTERPRETATION:

122





• CANON(11)-4 respondents are ranked as ’1’

• XEROX(4)-3 respondents are ranked as ‘1’

• SHARP(2)-2 respondents are ranked as ‘2’

123



124



Service Prefer ence – LCD

Table-37

Service.prefer


Lcd.brand

No Response 10 27 20 11 8 13 89

ACER 0 0 1 0 1 0 2

BENQ 1 1 2 1 1 4 10

CANON 0 1 0 0 0 0 1

CASIO 0 0 1 0 0 0 1

DELL 1 0 2 1 1 0 5

DLP 0 1 0 0 1 0 2

EPSON 0 8 5 3 1 1 18

HCL 0 1 0 0 0 0 1

HITACHI 1 3 1 1 3 0 9

HP 0 4 2 0 1 0 7

INFOCUS 1 0 1 0 0 0 2

LENOVO 0 0 0 0 1 0 1

NEC 0 2 1 3 1 0 7

NEXUS 0 0 2 0 0 0 2

OPTIMA 0 2 2 0 1 0 5

PANASONIC 0 2 0 3 6 0 11

PHILIPS 0 0 0 0 0 1 1

PIONEER 0 0 0 0 0 1 1

SAMSUNG 1 0 1 0 0 0 2

SANYO 1 6 2 2 0 2 13

SHARP 0 2 0 0 0 0 2

SONY 1 7 4 1 3 2 18

ESSAR 0 1 0 0 0 0 1

TOSHIBA 0 2 0 0 2 0 4

VIEWSONIC 0 0 0 0 0 1 1

SHARP 0 0 0 2 0 0 2

Total 17 70 47 28 31 25 218

Graph-37

125



INTERPRETATION:


• SONY(18) & EPSON (18) – 7,8 respondents respectively have ranked service as ‘1’.

• SANYO(13)—6 respondents have ranked as ‘1’

• SHARP(2)—2 respondents have ranked as ’1’

Service Preference – IDP126



Table-38Service.prefer


IDP.brand

No Response 14 43 34 19 24 21 155

AKAI 0 1 0 0 0 0 1

HITACHI 0 0 1 0 1 0 2

ITVID 0 0 0 0 1 0 1

LG 0 3 5 2 2 0 12

NEC 0 1 0 0 0 0 1

PANASONIC 0 1 0 1 0 1 3

NATIONAL 0 0 1 0 0 0 1

PHILIPS 0 1 0 0 0 0 1

PIONEER 0 0 0 0 0 1 1

SAMSUNG 2 10 3 4 1 1 21

SANSUI 0 1 0 0 0 0 1

SHARP 0 1 0 0 0 0 1

SONY 0 7 1 1 2 0 11

TOSHIBA 1 1 1 0 0 0 3

POLYCON 0 0 1 0 0 0 1

VIDEOCON 0 0 0 0 0 1 1

VV TED 0 0 0 1 0 0 1

Total 17 70 47 28 31 25 218

Graph:38

INTERPRETATION:

127




• SAMSUNG(21)-10 respondents are ranked as ‘1’

• LG(12)-5 respondents are ranked as ‘2’

• SONY(11)-7 respondents are ranked as ‘1’

• SHARP(1)-1respondnets are ranked as ‘1’

128



BRAND PREFERNCE

Brand Preference—PHOTOCOPIER

Table-39

Brand.prefer

TotNo Prefer 1 2 3 4 5

Photocopier.brand

No Response 14 28 19 13 37 2 113


CANON 5 6 5 4 10 0 30

HCL 0 0 0 0 1 0 1

HP 0 12 3 8 6 0 29

COMPAQ 0 0 0 0 1 0 1

KODAK 0 0 0 0 1 0 1

MODI 0 0 0 0 1 0 1

RICOH 1 2 3 0 2 0 8

SHARP 2 1 1 2 2 0 8

TOSHIBA 2 0 2 0 0 0 4


XEROX 0 4 7 4 4 1 20

Total 24 54 40 31 66 3 218

Graph-39

129



INTERPRETATION:

Above table shows Brand preference of photocopier machines and infers that,




Brand Preference – MFP

Table-40

Brand.prefer


MFP.brand

No Response 9 5 6 4 5 0 29


CANON 1 7 2 6 15 2 33

DELL 0 1 0 0 0 0 1

HCL 0 0 0 0 1 0 1

HP 10 29 23 20 34 0 116

COMPAQ 0 0 0 0 1 0 1

KODAK 0 0 0 0 1 0 1

MODI 0 0 0 0 1 0 1

PANASONIC 1 0 0 0 0 0 1

RICOH 1 3 4 0 0 0 8

SAMSUNG 1 3 0 0 4 0 8

SHARP 0 1 1 1 2 0 5

TOSHIBA 1 2 2 0 0 0 5


XEROX 0 1 2 0 2 1 6

Total 24 54 40 31 66 3 218

130



Graph-40

INTERPRETATION:

Above table shows Brand preference of Multifunction printers (MFP) and infers that,




131



Brand Prefer ence – FAX

Table-41

Brand.prefer

TotNo Prefer 1 2 3 4 5

Faxmachine.Brand

No Response 13 25 28 19 43 2 130


GODREJ 0 0 0 0 1 0 1

BSNL 0 0 0 0 2 0 2

CANON 1 1 1 1 2 0 6

EPSON 0 0 1 0 0 0 1

HCL 0 0 0 0 1 0 1

HP 4 15 3 4 13 0 39

MODI 0 0 1 0 0 0 1

PANASONIC 3 5 4 2 1 0 15

PHILIPS 0 0 1 0 0 1 2

SAMSUNG 1 2 0 0 0 0 3

SHARP 0 0 0 1 3 0 4

TOSHIBA 1 1 0 1 0 0 3

XEROX 0 2 0 1 0 0 3

Total 24 54 40 31 66 3 218

Graph-41

INTERPRETATION:

132



Above table shows Brand preference of Fax machines and infers that,


• PANASONIC(15)-05 respondents have ranked as ‘1’


Brand Preference -- PRINTER

Table-42

Brand.prefer


Printer.brand

No Response 9 13 17 9 25 1 74

CANON 1 5 6 3 7 0 22

HP 12 28 15 16 28 1 100


RICOH 0 1 0 0 1 0 2

PANASONIC 0 0 1 0 0 0 1

PRINTES 1 0 0 0 0 0 1

SAMSUNG 0 1 0 0 3 0 4

SHARP 0 1 0 1 1 0 3

TVS 0 0 0 1 0 0 1

LIPI 0 1 0 0 0 0 1

XEROX 1 3 1 0 0 1 6

Total 24 54 40 31 66 3 218

Graph-42

133



INTERPRETATION:

Above table shows Brand preference of Printers and infers that,

• HP(100)-28 respondents have ranked as ‘1,4’


• SHARP(03)-03 respondents have ranked as ‘1,4’

Brand Preference -- SCANNER134



Table-43

Brand.prefer


Scanner.brand

No Response 14 23 23 13 43 3 119

CANON 2 5 1 0 3 0 11

EPSON 0 0 1 0 0 0 1

HP 7 22 13 11 19 0 72

KODAK 0 0 1 2 0 0 3

RICOHH 0 1 0 0 0 0 1

SAMSUNG 0 1 0 0 1 0 2

SHARP 0 1 0 1 0 0 2

U-MAX 1 0 1 1 0 0 3

XEROX 0 1 0 3 0 0 4

Total 24 54 40 31 66 3 218

Graph-43

INTERPRETATION:




• SHARP(02)-02 respondents have ranked as ‘1,4’

Brand Preference – LCD

Table-44

135



Brand.prefer

TotaNo prefer 1 2 3 4 5

Lcd.brand

No Response 14 19 18 13 23 2 89

ACER 0 1 0 0 1 0 2

BENQ 2 4 0 1 1 0 8

CANON 0 0 1 1 0 0 2

CASIO 0 0 0 0 1 0 1

DELL 0 1 1 0 3 0 5

DLP 0 1 0 0 1 0 2

EPSON 2 5 2 2 6 1 18

HCL 0 0 0 0 1 0 1

HITACHI 2 2 0 1 3 0 8

HP 0 3 2 1 1 0 7

INFOCUS 1 0 0 0 1 0 2

LENOVO 0 0 1 0 0 0 1

NEC 0 1 3 4 2 0 10

NEXUS 0 0 0 0 1 0 1

OPTIMA 0 3 1 0 1 0 5

PANASONIC 0 6 4 1 0 0 11

PHILIPS 0 0 1 0 0 0 1

PIONEER 0 0 0 0 1 0 1

SAMSUNG 1 0 0 0 2 0 3

SANYO 1 1 1 3 7 0 13

SHARP 0 1 0 1 1 0 3

SONY 0 5 4 4 4 0 17

ESSAR 0 0 0 0 1 0 1

TOSHIBA 1 1 1 0 1 0 4

VIEWSONIC 0 0 0 0 2 0 2

Total 24 54 40 32 65 3 218

Graph-44

136



INTERPRETATION:


• Epson(18)-06 respondents have ranked as ‘4’

• SONY(17)-05 respondents have ranked as ‘1’

• Sanyo(13)-07 respondents have ranked as ‘4’

• SHARP(03)-03 respondents have ranked as ‘1,3,4’

137



Brand Preference -- IDP’s

Table-45

Brand.prefer

TotaNo

prefernce 1 2 3 4 5

IDP.brand

No Response 17 36 32 19 49 2 155

AKAI 0 0 0 0 1 0 1

HITACHI 0 1 0 0 1 0 2

ITVID 0 1 0 0 0 0 1

LG 0 3 1 1 6 0 11

PHILIPS 0 0 0 1 0 0 1

PANASONIC 0 0 1 1 1 0 3

NATIONAL 0 0 0 1 0 0 1

PIONEER 0 0 0 0 1 0 1

SAMSUNG 3 8 3 3 5 0 22

SANSUI 0 0 0 1 0 0 1

SHARP 0 0 0 1 0 0 1

SONY 3 2 3 3 1 0 12

TOSHIBA 1 2 0 0 0 0 3

POLYCON 0 0 0 0 0 1 1

VIDEOCON 0 0 0 0 1 0 1

VV TED 0 1 0 0 0 0 1

Total 24 54 40 31 66 3 218

Graph-45

138



INTERPRETATION:


• SAMSUNG(22)-08 respondents have ranked as ‘1’

• SONY(12)-03,03 respondents have ranked as ‘2,3’


OTHER PREFERENCE

139



1. Individual graphs have not be been interpreted since the weightage for Other Preferenc

is very minute.

2. The Factors under Other Preference are;

a. Availability of Product

b. Prevailing Promotional offers

c. Companies Long Term Contract

d. Prevailing Technology

140



Other Preference – PHOTOCOPIERS

Table-46

Other.prefer

To

No

Preference 0 1 2 3 4 5

Photocopier.brand

No Response 20 0 22 4 0 2 65


CANON 12 1 5 0 1 1 9

HCL 0 0 0 0 0 0 1

HP 11 0 8 0 0 1 11

KODAK 0 0 0 0 0 0 1

MODI 0 0 0 0 0 0 1

RICOH 3 0 1 0 0 0 4

SHARP 4 0 0 0 0 0 4

TOSHIBA 3 0 0 0 0 0 0


XEROX 5 0 6 2 0 0 8

Total 59 1 43 6 1 4 104

Graph-46

141



Others Preference -- MFP’s:

Table-47

Other.prefer TotNo

preference0 1 2 3 4 5

MFP

brand

No Response 13 0 5 0 0 0 11 29

BROTHERSOFT 0 0 0 0 0 0 1 1

CANON 5 0 10 1 1 1 16 34

DELL 0 0 0 0 0 0 1 1

HCL 0 0 0 0 0 0 1 1

HP 28 1 25 5 0 2 56 11

KODAK 0 0 0 0 0 0 1 1

MODI 0 0 0 0 0 0 1 1

PANASONIC 1 0 0 0 0 0 0 1

RICOH 4 0 1 0 0 0 2 7

SAMSUNG 2 0 0 0 0 0 6 8

SHARP 1 0 0 0 0 0 4 5

TOSHIBA 2 0 1 0 0 1 1 5

WORKCENTRE 1 0 0 0 0 0 0 1

XEROX 2 0 1 0 0 0 3 6

Total 59 1 43 6 1 4 104 21

Graph-47

142



Other Preference -- FAX :-

Table-48

Other.prefer

To

No

Prefer 0 1 2 3 4 5

Faxmachine.Bran

d

No Response 19 0 30 4 0 2 75 13


GODREJ 0 0 0 0 0 0 1 1

BSNL 0 0 0 0 0 0 2 2

CANON 3 0 1 0 0 1 1 6

EPSON 1 0 0 0 0 0 0 1

HCL 0 0 0 0 0 0 1 1

HP 18 0 7 1 1 0 12 3

MODI 1 0 0 0 0 0 0 1

PANASONIC 8 1 3 0 0 0 3 1

PHILIPS 0 0 1 0 0 0 1 2

SAMSUNG 3 0 0 0 0 0 0 3

SHARP 0 0 0 0 0 0 4 4

TOSHIBA 1 0 1 1 0 0 0 3

XEROX 1 0 0 0 0 1 1 3

Total 60 1 43 6 1 4 103 21

Graph-48

143



Others Preference – PRINTER

Table-49

Other. Prefer

Total

No

Prefer 0 1 2 3 4 5

Printer.

Brand

No Response 16 0 24 2 0 1 31 74

HP 0 0 0 1 0 0 0 1


CANON 5 0 0 1 1 2 16 25

HP 35 1 15 2 0 0 45 98

PANASONIC 0 0 0 0 0 0 1 1

PRINTES 1 0 0 0 0 0 0 1

RICOH 2 0 0 0 0 0 0 2

SAMSUNG 0 0 0 0 0 0 2 2

SAMSUNG,HP,BROTHERSOFT 0 0 0 0 0 0 1 1

SHARP 1 0 0 0 0 0 2 3

TVS 0 0 0 0 0 0 2 2

XEROX 2 0 2 0 0 1 1 6

Total 62 1 41 6 1 4 103 218

Graph-49

144



Others Preference --LCD’s:

Table-50

Other.prefer

Tota

No

Prefer 0 1 2 3 4 5

Lcd.brand

No Response 21 1 20 4 0 2 41 89

ACER 0 0 0 0 0 0 2 2

BENQ 2 0 1 2 0 0 3 8

CASIO 0 0 0 0 0 0 1 1

DELL 1 0 0 0 0 0 5 6

DLP 0 0 0 0 0 0 2 2

EPSON 9 0 2 0 0 0 7 18

HCL 0 0 0 0 0 0 1 1

HITACHI 3 0 0 0 0 0 6 9

HP 4 0 2 0 0 0 1 7

INFOCUS 1 0 0 0 0 0 1 2

LENOVO 0 0 0 0 0 0 1 1

NEC 1 0 0 0 0 1 6 8

NEXUS 0 0 0 0 0 0 1 1

NO 0 0 0 0 0 0 1 1

OPTIMA 2 0 0 0 0 0 3 5

PANASONIC 3 0 4 0 0 0 4 11

PHILIPS 0 0 1 0 0 0 0 1

PIONEER 0 0 1 0 0 0 0 1

SAMSUNG 1 0 0 0 0 0 1 2

SANYO 2 0 2 0 0 0 9 13

SHARP 1 0 2 0 0 0 0 3

SONY 5 0 7 0 1 0 7 20

TOSHIBA 2 0 1 0 0 0 1 4

VIEWSONIC 0 0 2 0 0 0 0 2

Total 58 1 43 6 1 4 105 218

Graph - 51

145



Other Preference – SCANNER

Table-51

Other. Prefer

Tot

No

Prefer 0 1 2 3 4 5

Scanner. Brand

No Response 20 0 29 3 0 3 64 11

CANON 2 1 0 2 1 0 5 11

EPSON 0 0 2 0 0 0 0 2

HP 32 0 10 0 0 0 30 72

KODAK 0 0 2 0 0 0 0 2

RICOH 1 0 0 0 0 0 0 1

SAMSUNG 0 0 0 0 0 0 2 2

SHARP 1 0 0 0 0 0 1 2

U-MAX 3 0 0 0 0 0 0 3

XEROX 2 0 0 0 0 0 2 4

Total 41 1 14 2 1 0 40 21

Graph-51

146



Others Preference – IDP

Table-52

Other. Prefer

Tot

No

Prefer 0 1 2 3 4 5

IDP.brand

No Response 38 0 36 6 1 1 73 15

AKAI 0 0 0 0 0 0 1 1

HITACHI 0 0 0 0 0 0 2 2

ITVID 0 0 0 0 0 0 1 1

LG 1 0 1 0 0 0 9 11

PHILIPS 0 0 0 0 0 0 1 1

PANASONIC 3 0 1 0 0 0 1 5

PIONEER 0 0 1 0 0 0 0 1

SAMSUNG 9 1 2 0 0 2 7 21

SANSUI 1 0 0 0 0 0 0 1

SHARP 0 0 0 0 0 0 1 1

SONY 5 0 0 0 0 0 7 12

TOSHIBA 2 0 0 0 0 1 0 3

POLYCON 0 0 1 0 0 0 0 1

VIDEOCON 0 0 1 0 0 0 0 1

VV TED 1 0 0 0 0 0 0 1

Total 60 1 43 6 1 4 103 21

Graph-52

147



Conclusion

148



• Diversified Product Portfolio enables the company to protect itself against the risk of Over Exposure i

any particular line of Business. Such strategy helps Sharp to compete against players in regional

markets.

• Diversified Product Portfolio enhances the Cross – Selling opportunities for the company.

• The Company invests heavily on Research and Development for launching New Products.

• The Company has an extensive international presence with Brand Recognized on a Global Scale.

• HP is a clear cut leader followed by Cannon in Office Automation Products in the surveyed area.

• Sharp has a Very Low Brand Awareness.

• Very low Penetration in to the institutional market in comparison to HP and Cannon.

• Poor presence in Retail Market.

• Sharp Brand Shops (Sharp Galaxy) are still unseen, whereas Samsung has close to 120 Brand Shop

• Sharp Products are technologically advanced but at the same time they are expensive. Non

Competitive Pricing strategy.

• Non Aggressive Marketing strategy.

• A very Competitive Market, in terms of Product Life and Price competitiveness.

149



Recommendation

Despite nearly two decades of its existence in India, Sharp has not been able to make inroads into the

domestic market while HP, Cannon and its Korean rivals Samsung and LG appear to be doing quite well.

Hence, we have following recommendations out of our observation;

• Competitive Pricing of the Product.

• Adopt aggressive marketing strategy for India.

• Work on Distribution.

• Increase Advertising spends.

• Spend a significant amount of its ad budget for below-the-line (BTL) promotional campaigns, with mo

Road shows for Metros and Larger Cities.

• Concentrate more on the growing LCD market.

• Start concentrating on Solar business.

• Leverage on Global Technology and Penetrate Mobile Market.

• Open up Sharp Galaxy Shops on a war footing.

• Have Tie-up with Multi Brand Shops.

• Setting up of Manufacturing Unit in India.

• Increase Scale through high sales volume.

• Sign up Celebrities for Endorsements

150



Questionnaire:

151



152



153



154



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http://articles.timesofindia.indiatimes.com/2010-01-12/india-business/28120796_1_durables-sales-refrigerators-videocon-industries

http://info.shine.com/Industry-Information/Consumer-Durables/902.aspx

http://www.gartner.com/it/page.jsp?id=1375913

http://articles.timesofindia.indiatimes.com/2010-12-13/computing/28270464_1_crt-tv-market-share-lcd-tvs

http://www.topnews.com.sg/content/25282-lcd-s-displace-crt-tvs-india-isuppli

http://articles.economictimes.indiatimes.com/2011-02-04/news/28431286_1_ac-prices-marketshare-india

http://articles.timesofindia.indiatimes.com/2002-02-16/india-business/27133032_1_whirlpool-india-

refrigerator-market-air-conditioner

http://www.sify.com/finance/daikin-india-eying-higher-market-share-news-equity-lcmdb5dehea.html

http://www.business-standard.com/india/news/daikin-to-enter-home-ac-market-in-india-test-marketing-on/395789/

http://www.tehelka.com/story_main48.asp?filename=Ws110111CONSUMER_DURABLES.asp

http://articles.timesofindia.indiatimes.com/2002-05-02/india-business/27130282_1_carrier-corporation-toshi

acs-open-offer

http://www.livemint.com/2011/03/16221621/Air-conditioning-biz-to-boost.html

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Final Documentation of Sharp1

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