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THE INDIAN INSTITUTEOF PLANNINGAND MANAGEMENT, MUMBAI

SUMMERTRAINING PROJECT

REPORT ON SONY INDIA LTD.

AND THEIR PRODUCT

PREPARED

BY:

MD. DANISH SHAMSHER

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ROLL NO-58

Section: F2 FW (09-

11)

ACKNOWLEDGEMENT

I would like to take this opportunity to thank the Management of SONY

INDIA LTD., Mumbai for granting the permission to carry out my summer

training at their esteemed organization.

I express my sincere gratitude to Mr. ARUN BABU, without whose

guidance and support this endeavor would not have been possible. His

Constant direction and advice played a very important role in motivating me

to put my best efforts. Special thanks to Miss. Swasti Pandey for her

constant support during the project..

Finally, I thank the Dean, IIPM Mumbai for permitting me to do the

project.

I also thank my friends and family members for their support and

encouragement.

MD DANISH SHAMSHER

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Table Of Contents

Topic PageNo

Executive Summary5

Introduction to Consumer Durables 8

Private Players in the Indian Consumer Durables &Electronics Market

10

Company Profile 13

Product Profile 17

Competitor Profile 20

Key learnings 25

Job description 31

Conclusion 33

Bibliography 34

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Executive Summary

The Indian consumer durables industry has witnessed a considerable changein the past couple of years. Changing lifestyle, higher disposable incomecoupled with greater affordability and a surge in advertising has beeninstrumental in bringing about a sea change in the consumer behavior

pattern.

This industry consists of durable goods used for domestic purposes such astelevisions, washing machines, refrigerators, microwave ovens, mobile

phones etc. The growth in the consumer durables sector has been drivenprimarily by factors such as the boom in the real estate & housing industry,higher disposable income, emergence of the retail industry in a big waycoupled with rising affluence levels of a considerable section of the

population.

As per a survey conducted by FICCI on the Indian consumer durablesindustry, a shift in consumer preferences towards higher-end,technologically advanced branded products has been quite discernable.

Location of SIP

Sony India Pvt. Ltd.

Crimpage Corporation,2nd floor, Plot No. 57,Street No.17, MIDC, Andheri East,Mumbai - 400093Ph No : 022-6128 8000

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Objectives Of The Study

Different Companies/brands are available in the consumer durable marketto customers like Sony, Samsung, LG, Philips, Panasonic etc. Sony is theleading brand name in the consumer durable market.

The final decision of transaction is totally depend on the consumer,consumer may have different perception for his satisfaction for particular

brand and company has to fulfill consumers requirement. Hence the

concerned project is undertaken:-

To analyze the customers requirement.

To study the Competitors service

To study the attitude of staff member to customers.

To provide the better services & try to built the credibility in the

consumer.

To know the opinion & suggestions of customers.

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Industry Classification

The consumer durables industry can be broadly classified as consumerelectronics and consumer appliances. The consumer appliances categorycan be further segmented as white goods and brown goods.

With a presence spanning 36 countries, Sony has not only touched the livesof millions but also has made a difference in their lifestyles. Visit Sony

across the world and discover how a name, synonymous with technology,has given a totally new dimension to entertainment.

Throughout the world today, Sony stands for innovation, state of the arttechnology and superior quality. Leading into its next fifty years, Sonys

vision is to offer people exciting new products and new lifestyles andremains committed to the challenge of creating and realizing these dreams.

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On the flip side, the presence of a large number of players in the consumer

durables market sometimes results in excess supply.

Strengths-

1. Presence of established distribution networks in both urban & 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 & is high during festive season.

2. Demand is dependent on good monsoons.

3. Poor government spending on infrastructure.

4. Low purchasing power of consumers.

8

Introduction to Consumer Durables

Before the liberalization of the Indian economy, only a few companies like

Kelvinator, Godrej, Allwyn, & Voltas were the major players in the

consumer durables market, accounting for no less than 90% of the market.

Then, after the liberalization, foreign players like LG, Sony, Samsung,

Whirlpool, Daewoo, Aiwa came into the picture. Today, these players

control the major share of the consumer durables market.

Consumer durables market is growing very fast because of rise in living

standards, easy access to consumer finance, & wide range of choice, as

many foreign players are entering in the market.


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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.

Threats-

1. Higher import duties on raw materials imposed in the Budget 2007-08

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

Consumer durables Sector can be classified as follows:

1. Consumer Electronics includes VCD/DVD, home theatre, music players,color televisions (CTVs), cameras, camcorders, portable audio, Hi-Fi, etc.

2. White Goods include dishwashers, air conditioners, water heaters,washing machines, refrigerators, vacuum cleaners, kitchen appliances, non-kitchen appliances, microwaves, built-in appliances, tumble dryer, personalcare products, etc.

3. Moulded Luggage includes plastics.

4. Clocks & Watches

5. Mobile Phones.

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Private Players in the Indian Consumer Durables

& Electronics Market

1 Videocon Appliances Ltd

One of Indias ingrown companies, Videocon boasts of an annualturnover of the tune of US$4.1billion. It has 17 sites in India, & isknown to be the third biggest manufacturer of picture tubes in theworld. It also has global presence, with plants in Mexico, Italy,Poland, China & the Middle East. Manufacturer of Televisions,

VCRs, VCPs, Audio Systems, Home Appliances & BusinessElectronics. Manufactures Televisions & VCRs in technical tie-upwith Toshiba Corporation of Japan.

2 L.G Electronics

The market leader in consumer durables is LG for close to a decadein India. They have also been recognized for their superior innovation& after sale service. It is proud of their distribution channels whichoffer its products to the breadth & length of India. As early as 1998,

LG with a budget of Rs500 Crores set up manufacturing facility witha state-of-the art technology at Greater Noida, near Delhi. L.G alsohas recently entered directly into the consumer market by setting upretail shops & boast of retail sales Rs. 10,000 crores in 2008.

3 Samsung Electronics

Samsung entered India in 2002 with an 80 acre sprawling facility atNoida & mainly manufactures colour TVs, mobile phones & some

white goods. Its manufacturing facilities are best known for its highautomation, high quality & state of art. Manufacturer of Computerperipherals, televisions, refrigerators, washing machines, airconditioners, microwave ovens, audio & video systems.

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4 Salora International Ltd

Manufactures black & white & color Television sets, fly

back transformers, speakers & other components.

Markets under its own brand name Panasonic brand ofprinters, fax machines, pan boards & digital cameras.

Also markets under its own brand name colour

monitors & cordless phones manufactured by some

other renowned international brands.

5 Siemens, India

The Siemens Group in India comprises of 22 companies, providingdirect employment to over 17,000 persons. Currently, the group has18 manufacturing plants, a wide network up of Sales & Serviceoffices across the country as well as over 500 channel partners.Siemens brings to India state-of-the-art technology that adds value tocustomers through a combination of multiple high-end technologiesfor complete solutions. Today, Siemens, with its world-classsolutions plays a key role in Indias quest for developing moderninfrastructure.

6 Philips, India

Makers of audio, video products, domestic appliances, & more. As aworld leader in healthcare, lifestyle & lighting, Philips integratestechnologies & design into people-centric solutions.Mission- To improve the Quality of peoples lives through timelyintroduction of meaningful innovations.

7 BPL

Includes a shopping gallery & also corporate information includinghome entertainment, appliances, digital & mobile services, medicalelectronics, & consumer telecommunications.

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8 Bose Corporations

Bose Corporation develops & manufactures audio devices (includingspeakers, amplifiers, headphones, automotive sound systems forluxury cars), automotive suspension systems, & performs somegeneral research (such as debunking cold fusion). The company wasfounded in 1964 by Amar G. Bose, a professor of electricalengineering (who retired in 2005) at the Massachusetts Institute ofTechnology.

9 Haeir India

Haier India started its commercial operations in January 2004 and is a100 per cent subsidiary of the Haier Group. The India launch wasstarted with innovative products which were designed keeping theday to day customer needs in mind -- products that will transform thecustomer's every day living into inspired living. 'Products that willmake your today better than yesterday.' Haier India launched BMRtechnology for the first time in India followed by the Double Drivewhich is a newly patented technology

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http://en.wikipedia.org/wiki/Loudspeakerhttp://en.wikipedia.org/wiki/Luxury_carhttp://en.wikipedia.org/wiki/Cold_fusionhttp://en.wikipedia.org/wiki/Amar_G._Bosehttp://en.wikipedia.org/wiki/Electrical_engineeringhttp://en.wikipedia.org/wiki/Electrical_engineeringhttp://en.wikipedia.org/wiki/Massachusetts_Institute_of_Technologyhttp://en.wikipedia.org/wiki/Massachusetts_Institute_of_Technologyhttp://en.wikipedia.org/wiki/Loudspeakerhttp://en.wikipedia.org/wiki/Luxury_carhttp://en.wikipedia.org/wiki/Cold_fusionhttp://en.wikipedia.org/wiki/Amar_G._Bosehttp://en.wikipedia.org/wiki/Electrical_engineeringhttp://en.wikipedia.org/wiki/Electrical_engineeringhttp://en.wikipedia.org/wiki/Massachusetts_Institute_of_Technologyhttp://en.wikipedia.org/wiki/Massachusetts_Institute_of_Technology


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Company Profile

One of the most recognized brand names in the world today, SonyCorporation, Japan, established its India operations in November 1994,focusing on the sales and marketing of Sony products in the country. In aspan of 15 years Sony India has exemplified the quest for excellence in theworld of digital lifestyle becoming the countrys foremost consumerelectronics brand. With relentless commitment to quality, consistentdedication to customer satisfaction and unparalleled standards of service,

Sony India is recognized as a benchmark for new age technology, superiorquality, digital concepts and personalized service that has ensured loyalcustomers and nationwide acclaim in the industry.

With brands names such as BRAVIA, BRAVIA Theatre, Cyber-shot Handycam, VAIO, Walkman, Xplod, MemoryStick PlayStation. Sony has established it self as a value leader acrossits various product categories of Audio/Visual Entertainment products,Information and Communications Recording Media, Business andProfessional products.

In India, Sony has its footprint across all major towns and cities through adistribution network comprising of over 5000 dealers and distributors, 240exclusive Sony outlets and 19 direct branch locations. Manned by customerfriendly and informed sales persons, Sonys exclusive stores Sony Centerare fast becoming the most visible face of the company in India.

Sony India also has a strong service presence across the country with 20company owned and 190 authorized service centers and 16 exclusive

demonstration centers. A distinctive feature of Sonys service is its highlymotivated and well-trained staff that provides the kind of attentive andsensitive service that is rare today.

Sony is committed to ensuring that both the products and the marketingactivities employed truly make a difference to peoples lifestyles and offerthem new dimensions of enjoyment.

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It was in 1946 that Masaru Ibuka and Akio Morita together with a smallteam of passionate and committed group of employees started to buildTokyo Tsushin Kenkyujo (Totsuko), or Tokyo TelecommunicationsResearch Institute to the billion dollar global conglomerate that it is today.

It was in 1946 that Masaru Ibuka and Akio Morita together with a smallteam of passionate and committed group of employees started to buildTokyo Tsushin Kenkyujo (Totsuko), or Tokyo TelecommunicationsResearch Institute into the billion dollar global conglomerate that it istoday. The main objective of the company was to design and createinnovative products which would benefit the people.

From early attempts at creating products like the rice-cooker to the later

success of creating Japans first magnetic recorder, the innovative companywent on to create other hit products which won the company widespreadrecognition and international acclaim as a truly global company known forits quality and innovative products. Significant product milestones includedJapans first transistor radio (1955), Trinitron colour television (1968),Walkman personal stereo (1979), Handycam videocamera (1989),PlayStation (1994), Blu-ray Disc recorder (2003) and PlayStation 3 (2006).

The company name of Sony was created by combining two words of

sonus and sonny. The word sonus in Latin represents words likesound and sonic. The other word sonny means little son. Used incombination, Sony is supposed to represent a very small group of young

people who have the energy and passion towards unlimited creations andinnovative ideas. With the far-sight of expanding worldwide, it was in 1958that the company formally adopted Sony Corporation as its corporatename. Easy to pronounce and read in any language, the name Sony, whichhas a lively ring to it, fits comfortably with the spirit of freedom and open-mindedness.

Company Mission

Sony India focused towards making a difference in the lifestyles in theIndian market and open up new vistas of entertainment in the country. SonyIndia remains committed towards offering new age technology and digitalconcepts while working hand in hand with the Indian industry to produce

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and sell excellence. Their consistent commitment towards service hasbrought the company quite closer to the Indian customer.

Business Philosophy

To work meticulously by putting calculative & creative efforts to ensuresuccess.To provide high quality products to Consumers.

Ultimate Objectives

Increasing Sales Volume.

Increasing trial.

Increasing repeat purchase.

Increasing loyalty.

Creating interest.

Creating awareness.

Gaining intermediary support.

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Company: Sony India Pvt. Ltd.

ManagingDirector:

Mr. Masaru Tamagawa

Date of Establishment:

November 17, 1994

Location: A-31, Mohan Cooperative Industrial Estate, Mathura Road,

New Delhi - 110044, India.

Staff Strength: 728

Share Capital: Rs. 550 million

Share Holding: 100% subsidiary of Sony Corporation, Japan

BranchOffices:

Delhi, Haryana, Mumbai, Bangalore, Chennai, Kolkata,Hyderabad, Vijayawada, Jaipur, Chandigarh, Lucknow,

Pune, Ahmedabad, Indore, Cochin, Coimbatore,Ghaziabad, Guwahati, Mangalore and Ranchi

Business:

Activities:

Marketing, Sales and After-Sales Service of electronicproducts & software exportsProducts: Televisions, Hi-fi Audios, Home Theater systemsand DVD players, Personal Audio (CD/Cassette RadioPlayers and Walkman), Audio Video Accessories, Car

Audio and Visual Systems, Notebooks, Gaming Consoles,Camcorders and Digital Still Cameras, Digital ImagingAccessory (Batteries, Chargers, Microphone, PhotoPrinters), Mobile Phones, Recording Media and EnergyDevices, Broadcast and Professional products.

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Product Profile

Basic Consumer Durables

Bravia LCD/LED TV

Capture the true colours of movies with vast collection of Bravia LCD/LEDTVs that pushes the boundaries of TV technology to bring y maximum

picture quality in full high definition.

Digital Photography

Breaking technological grounds, our Digital Imaging devices andaccessories are created with you in mind. We have cameras with compactdesigns if you wish to carry it in your purse, and cameras with additionalfeatures if youre looking for that something extra.

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Home Theatre SystemCombining the latest in video and audio technologies, Sony has developed aseries of Home Theatre Systems that provides you with an enhanced hometheatre experience.

VAIO CS

Vaio CS is an extraordinary blend of elegance, fun and high performancewith its irresistible colour range and mistic features

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Play Station

Gaming would not be the same without the invention of the SonyPlayStation series. In addition to the highly popular PlayStation2, theresthe handy PlayStationPortable and next-generation consolePlayStation3.

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Competitors Profile

The Korean company Samsung has grown to become one the worldsleading electronic companies, specializing in digital appliances and media,semiconductors, memory and system integration. Today Samsungs

innovative & top quality products & processes are world recognized.

The digital age has brought revolutionary change and opportunity toglobal business, and Samsung has responded with advanced technology,competitive products, and constant innovation.

Samsung, see every challenge as an opportunity and believe that it isperfectly positioned as one of the world's recognized leaders in the digitaltechnology industry.

Its commitment to being the world's best has won the No.1 global marketshare for 13 products, including semiconductors, TFT-LCDs, monitors and

CDMA mobile phones. Looking forward, and making historic advances inresearch and development of its overall semiconductor line, including flashmemory and non-memory, custom semiconductors, DRAM and SRAM, aswell as producing best-in-class LCDs, mobile phones, digital appliances,and more.

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7

The history of LG Electronics has always been surrounded by thecompany's desire to create a happier, better life.

LG Electronics was established in 1958 and has since led the way into theadvanced digital era thanks to the technological expertise acquired bymanufacturing many home appliances such as radios and TVs.

LG Electronics has unveiled many new products, applied new technologiesin the form of mobile devices and digital TVs in the 21st century andcontinues to reinforce its status as a global.

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Product Profile

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REFRIGERATOR

. Side by Side Refrigerator

. Frost Free Refrigerator

. Direct Cool Refrigerator

WASHING MACHINE

. Dish Washer

. Steam Washer Dryer

. Washer Dryer

. Front Load Washing Machine

. Top Load Washing Machine

. Semi Automatic Washing Machine
http://www.in.lge.com/Product/Products-Ref.aspx?id=50&cat=Refrigeratorhttp://www.in.lge.com/Product/Products-List.aspx?id=51&cat=Refrigerator&subcat=Side%20by%20Side%20Refrigeratorhttp://www.in.lge.com/Product/Products-List.aspx?id=53&cat=Refrigerator&subcat=Frost%20Freehttp://www.in.lge.com/Product/Products-List.aspx?id=52&cat=Refrigerator&subcat=Direct%20Coolhttp://www.in.lge.com/Product/Products-WM.aspx?id=55&cat=Washing%20Machineshttp://www.in.lge.com/Product/Products-List.aspx?id=258&cat=Washing%20Machines&subcat=Dish%20Washerhttp://www.in.lge.com/Product/Products-List.aspx?id=258&cat=Washing%20Machines&subcat=Dish%20Washerhttp://www.in.lge.com/Product/Products-List.aspx?id=278&cat=Washing%20Machines&subcat=Steam%20Washer%20Dryerhttp://www.in.lge.com/Product/Products-List.aspx?id=278&cat=Washing%20Machines&subcat=Steam%20Washer%20Dryerhttp://www.in.lge.com/Product/Products-List.aspx?id=257&cat=Washing%20Machines&subcat=Washer%20Dryerhttp://www.in.lge.com/Product/Products-List.aspx?id=257&cat=Washing%20Machines&subcat=Washer%20Dryerhttp://www.in.lge.com/Product/Products-List.aspx?id=136&cat=Washing%20Machines&subcat=Front%20Loaderhttp://www.in.lge.com/Product/Products-List.aspx?id=136&cat=Washing%20Machines&subcat=Front%20Loaderhttp://www.in.lge.com/Product/Products-List.aspx?id=137&cat=Washing%20Machines&subcat=Top%20Loaderhttp://www.in.lge.com/Product/Products-List.aspx?id=137&cat=Washing%20Machines&subcat=Top%20Loaderhttp://www.in.lge.com/Product/Products-List.aspx?id=57&cat=Washing%20Machines&subcat=Semi%20Automatichttp://www.in.lge.com/Product/Products-List.aspx?id=57&cat=Washing%20Machines&subcat=Semi%20Automatichttp://www.in.lge.com/Product/Products-WM.aspx?id=55&cat=Washing%20Machineshttp://www.in.lge.com/Product/Products-Ref.aspx?id=50&cat=Refrigeratorhttp://www.in.lge.com/Product/Products-Ref.aspx?id=50&cat=Refrigeratorhttp://www.in.lge.com/Product/Products-List.aspx?id=51&cat=Refrigerator&subcat=Side%20by%20Side%20Refrigeratorhttp://www.in.lge.com/Product/Products-List.aspx?id=53&cat=Refrigerator&subcat=Frost%20Freehttp://www.in.lge.com/Product/Products-List.aspx?id=52&cat=Refrigerator&subcat=Direct%20Coolhttp://www.in.lge.com/Product/Products-WM.aspx?id=55&cat=Washing%20Machineshttp://www.in.lge.com/Product/Products-List.aspx?id=258&cat=Washing%20Machines&subcat=Dish%20Washerhttp://www.in.lge.com/Product/Products-List.aspx?id=278&cat=Washing%20Machines&subcat=Steam%20Washer%20Dryerhttp://www.in.lge.com/Product/Products-List.aspx?id=257&cat=Washing%20Machines&subcat=Washer%20Dryerhttp://www.in.lge.com/Product/Products-List.aspx?id=136&cat=Washing%20Machines&subcat=Front%20Loaderhttp://www.in.lge.com/Product/Products-List.aspx?id=137&cat=Washing%20Machines&subcat=Top%20Loaderhttp://www.in.lge.com/Product/Products-List.aspx?id=57&cat=Washing%20Machines&subcat=Semi%20Automatic


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MICROWAVE OVEN

. Solar Dom Microwave

. Convection Microwave

. Grill Microwave

. Solo Microwave

TELEVISION

.LCD TV

.Plasma TV

.Ultra Slim TV

.Flat TV
http://www.in.lge.com/Product/Products-MWO.aspxhttp://www.in.lge.com/Product/Products-MWO.aspxhttp://www.in.lge.com/Product/Products-List.aspx?id=216&cat=Microwave%20Oven&subcat=Solar%20DOMhttp://www.in.lge.com/Product/Products-List.aspx?id=216&cat=Microwave%20Oven&subcat=Solar%20DOMhttp://www.in.lge.com/Product/Products-List.aspx?id=32&cat=Microwave%20Oven&subcat=Convectionhttp://www.in.lge.com/Product/Products-List.aspx?id=32&cat=Microwave%20Oven&subcat=Convectionhttp://www.in.lge.com/Product/Products-List.aspx?id=14&cat=Microwave%20Oven&subcat=Grillhttp://www.in.lge.com/Product/Products-List.aspx?id=14&cat=Microwave%20Oven&subcat=Grillhttp://www.in.lge.com/Product/Products-List.aspx?id=33&cat=Microwave%20Oven&subcat=Solohttp://www.in.lge.com/Product/Products-List.aspx?id=33&cat=Microwave%20Oven&subcat=Solohttp://www.in.lge.com/Product/colourTelevision.aspxhttp://www.in.lge.com/Product/Products-LCDTV.aspxhttp://www.in.lge.com/Product/Products-PlasmaTV.aspxhttp://www.in.lge.com/Product/Products-List.aspx?id=215&cat=Television&subcat=Ultraslim%20TVhttp://www.in.lge.com/Product/Products-Flatron.aspxhttp://www.in.lge.com/Product/colourTelevision.aspxhttp://www.in.lge.com/Product/Products-MWO.aspxhttp://www.in.lge.com/Product/Products-MWO.aspxhttp://www.in.lge.com/Product/Products-List.aspx?id=216&cat=Microwave%20Oven&subcat=Solar%20DOMhttp://www.in.lge.com/Product/Products-List.aspx?id=32&cat=Microwave%20Oven&subcat=Convectionhttp://www.in.lge.com/Product/Products-List.aspx?id=14&cat=Microwave%20Oven&subcat=Grillhttp://www.in.lge.com/Product/Products-List.aspx?id=33&cat=Microwave%20Oven&subcat=Solohttp://www.in.lge.com/Product/colourTelevision.aspxhttp://www.in.lge.com/Product/Products-LCDTV.aspxhttp://www.in.lge.com/Product/Products-PlasmaTV.aspxhttp://www.in.lge.com/Product/Products-List.aspx?id=215&cat=Television&subcat=Ultraslim%20TVhttp://www.in.lge.com/Product/Products-Flatron.aspx


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25

Computer Products

. Notebook PC

. Desktop PC

. Monitor

. Optical Storage Devices

. Projector
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Key Learnings

What is marketing Executive?

Marketing executives are involved in developing marketing campaigns thatpromote a product, service or idea. The role includes planning, advertising,public relations, organizing events, product development, distribution,sponsorship and research. The work is often challenging, varied andexciting. The responsibilities of a marketing executive will vary, dependingon the size of the organization and sector, and whether the focus is onselling a product or service or raising awareness of an issue that affects the

public. As many organizations have marketing departments, marketingexecutives can be found in both the private and public sectors, from thefinancial, retailing and media industries to voluntary and public sectororganizations. Marketing executives may also be known as marketingofficers or coordinators.

What is marketing Executive work?

Marketing executives contribute to and develop integrated marketingcampaigns. Tasks typically involve:

liaising and networking with a range of stakeholders, e.g. customers,colleagues, suppliers and partner organizations;

communicating with target audiences and managing customerrelationships;

sourcing advertising opportunities and placing adverts in the press(local, regional, national and specialist publications) or on the radio

(depending on the organization and the campaign); managing the production of marketing materials, including leaflets,

posters, flyers, newsletters and e-newsletters and DVDs; writing and proofreading copy; liaising with designers and printers; organizing photo shoots; arranging for the effective distribution of marketing materials;

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maintaining and updating customer databases; organizing and attending events such as conferences, seminars,

receptions and exhibitions; sourcing and securing sponsorship;

conducting market research such as customer questionnaires andfocus groups; contributing to and developing marketing plans and strategies; managing budgets; evaluating marketing campaigns; monitoring competitor activity; Supporting the marketing manager and other colleagues.

How training of marketing executive done?

Training for marketing executives varies depending on the organization butgenerally, the majority of the training will be on the job. However, formalinduction training may be offered by larger organizations offering graduateschemes. Such inductions usually reflect the structure, culture and practicesof the organization.

There are also a variety of short, external courses available, specificallydesigned for marketing professionals. For example, the Chartered Instituteof Marketing (CIM) runs a variety of short courses, which many

organizations encourage their employees to go on as part of their continuousprofessional development (CPD). The Institute of Direct Marketing (IDM)

also offers a range of professional development and training courses.

Some employers encourage marketing staff to study towards the moreformal qualifications offered by the CIM and may offer financial support,

provide study leave, or both. Studying towards a CIM qualification requiresCIM membership but associated benefits include attending marketingworkshops and seminars free of charge or at a reduced fee.

The CIM qualifications, which usually take one year to complete, include:

Introductory Certificate in Marketing - available to anyone wishing togain basic skills in marketing;

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http://www.cim.co.uk/http://www.cim.co.uk/http://www.theidm.co.uk/http://www.cim.co.uk/http://www.cim.co.uk/http://www.theidm.co.uk/


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Professional Certificate in Marketing - available to those in juniormarketing positions, those aspiring to a career in marketing or thosemoving to marketing from other backgrounds;

Professional Diploma in Marketing - for marketers concerned with

managing the marketing process at an operational level and lookingto progress into marketing management; Chartered Postgraduate Diploma in Marketing - for those who have

already gained significant knowledge and/or experience in marketing- this qualification focuses on the strategic aspects of marketingmanagement.

What are the skill required in marketing executive?

The Marketing executive needs a good knowledge of the structure andcontent of the English language including the meaning and spelling ofwords, rules of composition, and grammar. The Marketing executive needsknowledge of business and management principles involved in strategic

planning, resource allocation, human resources modeling, leadershiptechnique, production methods, and coordination of people and resources.The Marketing executive must have knowledge of media production,communication, and dissemination techniques and methods. This includes

alternative ways to inform and entertain via written, oral, and visual media.

The Marketing executive must give full attention to what other people aresaying, taking time to understand the points being made, asking questions asappropriate, and not interrupting at inappropriate times. The Marketingexecutive uses logic and reasoning to identify the strengths and weaknessesof alternative solutions, conclusions or approaches to problems. TheMarketing executive needs to be able to persuade others to change theirminds or behavior in order to sell products or services. The Marketingexecutive must be aware of others reactions and understanding why they

react as they do. Often Marketing Managers need to talk to others to conveyinformation effectively. While considering the relative costs and benefits of

potential actions to choose the most appropriate action for the purpose ofpromoting their product or service.

The Marketing executive Job requires a person to be reliable, responsible,and dependable in fulfilling obligations. They are required to be careful

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about detail and thorough in completing work tasks. A Marketing executivemust be very pleasant with others on the job and display a good-natured,cooperative attitude with clients as well. They must be honest and ethical intheir work and with their workers. The Marketing executive is required to

show a willingness to lead, take charge, and offer opinions and directions totheir crew. Most of all the Marketing executive r needs to be persistent inthe face of obstacles.

What is the career in marketing executive?

Promotion will generally be to marketing manager (usually after three to tenyears) and then marketing director (usually after 10 to 15 years).

Career progression is firmly linked to gaining relevant experience and keytransferable skills. One way of achieving this is by moving between in-house departments or working in a marketing agency/consultancy forseveral different clients. It may also be advantageous to move companies toobtain more rapid career development.

Marketing professionals can choose to remain in a general marketing role orspecialize in a specific area of marketing, such as event management, directmarketing, marketing communications or public relations. You may also

choose to become a freelance marketing consultant.

Increasingly, further qualifications, such as those offered by the CharteredInstitute of Marketing (CIM) are becoming a prerequisite for more seniormarketing positions.

The granting of chartered status for individuals who meet the stringentcriteria specified by the CIM has raised the image of the profession andmeans that chartered marketers are now ranked alongside other chartered

professionals, such as surveyors and accountants.

What is importance of marketing executive in organization?

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The Marketing executive formulates, directs and coordinates marketingactivities and policies to promote products and services, working withadvertising and promotion managers. The Marketing executive identifies,develops, and evaluates marketing strategy, based on knowledge of

establishment objectives, market characteristics, and cost and markupfactors. Marketing executive direct the hiring, training, and performancesevaluations of marketing and sales staff and oversee their daily activities.

Often the Marketing executive evaluates the financial aspects of productdevelopment, such as budgets, expenditures, research and developmentappropriations, and return-on-investment and profit-loss projections. It isimportant to develop pricing strategies, balancing firm objectives andcustomer satisfaction by the Marketing executive. The Marketing executivecompiles lists describing product or service offerings. Importantly to initiate

market research studies and analyzes their findings. The Marketingexecutive in order to perform his job must use sales forecasting andstrategic plan to ensure the sale and profitability of products, lines, orservices, analyzing business developments and monitoring market trends.

A Marketing executive coordinates and participates in promotionalactivities and trade shows, working with developers, advertisers, and

production managers, to market products and services. The Marketingexecutive consults with buying personnel to gain advice regarding thetypes of products or services expected to be in demand.

Significant Point

Keen competition is expected for these highly coveted jobs. College graduates with related experience, a high level of creativity,

and strong communication and computer skills should have the bestjob opportunities.

High earnings, substantial travel, and long hours, including eveningsand weekends, are common.

Because of the importance and high visibility of their jobs, thesemanagers often are prime candidates for advancement to the highestranks.

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Key Competencies

Excellent written and verbal communication skills Organization and planning Problem analysis and problem-solving Team-leadership Formal presentation skills Persuasiveness Adaptability Innovation Judgment Decision-making Stress tolerance Collaboration

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Job DescriptionThe work I have to do as a marketing executive in the company was as

follows:

Handling the Store

Tasks include taking care of the store, look after the customer requirement

their needs and to take care of their of the queries.

Selling the Products

Involve in direct interaction with the customer and to sell the products ofthe Sony which includes LCD/LED,Mobile phone, Home theatre, Walkman,Playstation etc

Handling the Customer Queries

Task includes to take care of the customer queries and difficulties and theirneeds and their future expectation from the company

Tele calling

I was responsible for calling the customers for their problem or toinformed them about the product availability.

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Taking care of Store Staff

I got the task to looks after the store staff and to see whether theyface any difficulties in selling the products or closing the sales.

Market Survey

I got the task to find out the sales of others store located aroundBandra i.e Croma, Vijay Sales etc

Feedback

The last work was to take feedback from customer and their and theirthinking about the product and service we give to them. In this we came toknow the requirement of the product and also about the store likeSalesperson, environment of the store, location etc.

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Conclusion

According to my internship of 60 days in Sony India ltd, it reveals

that Sony is real as well as a great leader in electronic and consumer

durable.

Sony is masters in Bravia LCD/LED TV; Cyber shot camera, and

vaio notebooks.

Sony has credibility in these products.

Sony as a brand is so popular in rich class people; they think it is

nothing but a status symbol.

Sony is facing tough competition with Samsung & LG because of

reasonable price & quality.

But whenconsidered service attitude, one pricing policy, promotion

policy, quality of a product, professional appearance & knowledge of

staff regarding product features and function, Sony is far ahead from

Samsung & LG.

Sony plays a vital role in consumer durable market

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Bibliography

Websites :

www.google.com

www.wikipedia.com

www.ask.com

www.researchandmarket.com

www.sony.co.in
http://www.google.com/http://www.wikipedia.com/http://www.ask.com/http://www.researchandmarket.com/http://www.sony.co.in/http://www.google.com/http://www.wikipedia.com/http://www.ask.com/http://www.researchandmarket.com/http://www.sony.co.in/

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