A Summer Internship Project Report on

Submitted in partial fulfillment of the requirement for the degree of

Master of Business Administration

(Affiliated to University of Pune)

By

Roll No.

Under the guidance of

A study conducted for

At

Indira School of Business StudiesTathwade, Pune – 411033

2013-2015

Acknowledgement

It is indeed of great moment of pleasure to express my senses of per found gratitude to all

the people who have been instrumental in making my training a rich experience. I got an

opportunity to get a project in PE ELECTRONICS limited. For this, I would like to thank Mr.

Sushil Mantri who talked to the concerned person and without whom an internship with the

company would not have been possible. I express my gratitude to Mr. TAREQUE QUAZI

(Area Sales Head), my company guide and my faculty guide Prof. ANJALI PASHANKAR for

giving me an opportunity to work and make the best out of my internship.

I thank to Mr. Raju Angre (Branch manager) and Mr. RAHUL SOMANI (RSO) for

their full support to me and constantly guided and supported me throughout the training period.

My heartfelt gratitude also goes out to the staff and employees at PE ELECTRONICS limited for

having co-operated with me and guided me throughout the training period. I thank my college,

INDIRA SCHOOL OF BUSINESS STUDIES, for having given me this opportunity to put to

practice, the theoretical knowledge that I imparted from the program.

i

Certificate from ISBS

This is to certify that the Summer Training Report “COMPARATIVE STUDY OF

PHILIPS LED AND OTHER COMPETITIVE BRANDS” at “PE ELECTRONICS” is a

bonafide work carried out by KAPIL SHELKE in the partial fulfillment of requirement for the

award of MASTER OF BUSINESS ADMINSTRATION (MBA) course approved by All India

Technical Education (AICTE) Ministry of HRD, Government of India, New Delhi.

To the best of my knowledge & belief this work, is not submitted published elsewhere for

any degree or diploma examination.

PROF. ANJALI PASHANKAR

(FACULTY GUIDE)

ii

iii

Executive Summary

PE Electronics Ltd is a new business unit that brings together two premium brands Philips (range

of television products) and Electrolux (range of Home Appliances) that complement each other

as a single entity under a unique brand licensee agreement. Philips is a range of Television

Products and Electrolux is a range of Home Appliances. They set up in April 2010; PE

Electronics Ltd. is headquartered in Mumbai and will operate in 9 zones with 24 branch offices

across the country. As part of PE Electronics, the Philips product range will consist of High

definition LEDs, LCDs and Ultra Slim Color TV’s. The Electrolux product range will consist of

Refrigerators, Washing Machines, Microwave Ovens and Air- Conditioners.

The main objective of the research is to find out the condition of Philips service in the

market and know where consumers and dealers are satisfied with the services which are provided

to them.

Research Objectives are study of the awareness of the product ,Buying behavior of the

customer ,analysis of the demand ,quality of product, market shares of company, Dealers selling

strategies, Performance of the product and customer satisfaction.

Findings of the project are 99% respondents were aware of PHILIPS LED. About quality

of PHILIPS LED numbers of respondents have positive perception greater than negative

perception because 93% dealer perceives positive attributes of PHILIPS LED as against 7%

negative.

From the above project I learned that Philips is the reputed brand in the Aurangabad

region because the brand awareness is about 99%. Philips as brand also has other competitors in

the market.

iv

Index / Table of Contents

S N Contents Pg No

1 Introduction / Project Outline 1

2 Industry / Company overview 4

3 Objectives 17

4 Research Methodology 19

5 Data Analysis , Results and Interpretation 22

6 Learnings 39

7 Contribution 42

8 References / Bibliography 45

v

List of Tables

Table No Details Pg No

2.1 Board of Directors 6

2.2 Employment Contribution 7

5.1 Brands Keep Dealers in Their Showroom 24

5.2 Awareness of Philips LED 25

5.3 Factors Influencing (Overall) 26

5.4 Demand of Brands 27

5.5 No. of Most Sale Brand 28

5.6 Quality of Philips 29

5.7. Factors Influencing Product wise 30

5.8 Counter share of Brand 31

5.9 Market Share of Brand 32

5.10 Awareness of Philips DDB 33

5.11 Factors Most Enables to Purchase Philips DDB 34

5.12 DDB TV’s Sales Per Year 35

5.13 Offers Appreciated to Customer 36

5.14(A) Complaints Per Year 37

5.14(B) Service Satisfaction 38

vi

vii

List of Figures

Table No Details Pg No

2.1 Sales by Business 2013 16

5.1 No. of Brands Keep Dealers in Their

Showroom

24

5.2 Percentage of Philips LED Awareness 25

5.3 Percentage of Factors Influencing (Overall) 26

5.4 Percentage of Brand Demand 27

5.5 Highest Sale Brands 28

5.6 Percentage of Quality of Philips 29

5.7 No. of Factors Influencing Product wise 30

5.8 No. of LED Sales Per Year. 31

5.9 Percentage of Market Share in Comparison

to Other Competitors

32

5.10 Percentage of Philips DDB Awareness 33

5.11 Factors Most Enables to Purchase Philips

DDB

34

5.12 No. of DDB TV’s Sales Per Year 35

5.13 Offers Appreciated To Customer 36

5.14(A) No. of Complaints Per Year 37

5.14(B) Satisfaction Level of Brands 38

viii

Abbreviations

Abbreviations Long form

PE Philips Electrolux

RSO Regional Sales Officer

TV Television

LCD Liquid Crystal Display

LED Light Emitting Diode

Fig. Figure

DDB Digital Direct Broadcast

ix

Chapter 1: Introduction / Project Outline

1

Introduction

PHILIPS ELECTROLUX Electronics Limited India is a new business unit that brings

together two premium brands Philips and Electrolux that complement each other as a single

entity under a unique brand licensee agreement. Philips is a range of Television Products and

Electrolux is a range of Home Appliances. They set up in April 2010; PE Electronics Ltd. is

headquartered in Mumbai and will operate in 9 zones with 24 branch offices across the country.

As part of PE Electronics, the Philips product range will consist of High definition LEDs, LCDs

and Ultra Slim Color TV’s. The Electrolux product range will consist of Refrigerators, Washing

Machines, Microwave Ovens and Air- Conditioners.

Brands like LG, Samsung, Videocon, and Onida, inclusive of Igo, have been able to

confirm their presence and during 2011 their combined market presence was 77.5 percent

compared to 58.3 percent in 2010. However, their absolute numbers have reduced. Sales of some

other brands such as the following in the 0.1 to 0.2 million category like Haier, TCL, Samsung,

Oscar, Sony, Panasonic, Philips, Onida, Videocon.

In the present scenario Samsung, Sony, and LG are the major players in the segment

with a market share of 61 percent during 2011. In 2010, these companies held a combined

market share of 81 percent. Other companies like Videocon, Toshiba, and Panasonic are

quickly gaining ground in this segment.

Project Outline:

Our main objective is to compare the Philips LED with other competitive brands i.e.

Samsung, Sony, LG, Videocon, Sansui, Onida, and Panasonic.

1) Research was conducted at PE-electronics Aurangabad.

2) Data was collected about Dealer i.e. no. of stocks, brands etc

3) Survey was conducted to understand that how many are aware of Philips product.

2

The entire team at Philips-Electrolux division is new, including sales personnel, and

Videocon has poached a number of mid-senior level managers from Samsung, said a person with

direct knowledge of the development. "It is but natural to expect that the new brand heads will

bring in some people from the company they were working with," the same person said. The new

business unit has been formed even as negotiations are on between Videocon and Electrolux to

extend their brand license deal beyond 2010.

Philips and Electrolux were clubbed together as a business unit as they are the premium

brands in the Videocon portfolio and complement rather than compete with each other given

their product mix. Videocon is a multi-brand consumer durable firm selling products such as

televisions, refrigerators, washing machines, air conditioners under Videocon, Sansui, Ken star,

Electrolux, Kelvinator brands.

3

Chapter 2: Industry Overview& Company

Overview

4

Industry Overview

Electronics Industry in India

The Indian electronics industry had its origins to the year 1965 with an orientation towards space and defense technologies. This was rigidly controlled and initiated by the government. This was followed by developments in consumer electronics mainly with transistor radios, black & white TVs, calculators, and other audio products. Color televisions soon followed. 1982 was a significant year in the history of television in India when the government allowed thousands of color TV sets to be imported into the country to coincide with the broadcast of Asian Games in New Delhi. 1985 saw the advent of Computers and Telephone exchanges, which were succeeded by Digital Exchanges in 1988. The period between 1984 and 1990 was the golden period for electronics during which the industry witnessed continuous and rapid growth.

Consumer Electronics - Consumer electronics (durables) sector continues to be the main stay of the Indian electronic industry contributing about 32 per cent of the total electronic hardware production. The market is expected to grow at 10 to 12 per cent annually. The urban consumer durables market is growing at an annual rate of seven to 10 per cent, the rural durables market is growing at 25 per cent annually. Some high-growth categories within this segment include mobile phones, TVs, and music systems.

Current Scenario - In recent years the electronic industry is growing at a brisk pace. The demand in the Indian market is expected to touch $400 billion by 2020. The largest segment is the consumer electronics segment. While is largest export segment is of components. Under the Modified Special Incentive Package Scheme (M-SIPS), the government will provide up to Rs 100 billion in benefits to the industry during the 12th Five Year Plan (2012-17). India's production constitutes only about 1.3% of the global electronics hardware production of $1.7 trillion. Hence it is miniscule by international comparison. However the demand in the Indian market is growing rapidly and investments are flowing in to augment manufacturing capacity.

The consumer electronics and durables industry is currently poised at about Rs 340 billion. India is also an exporter of a vast range of electronic components and products for the following segments Display technologies Entertainment electronics Optical Storage devices Passive components Electromechanical components Telecom equipment Transmission & Signaling equipment Semiconductor designing Electronic Manufacturing Services (EMS)

In consumer electronics Korean companies such as LG and Samsung have made commitments by establishing large manufacturing facilities and now enjoy a significant share in

5

the growing market for products such as Televisions, CD/DVD Players, Audio equipment and other entertainment products.

Company Overview

PHILIPS INDIA

Philips began operations in India in 1930 with the establishment of Philips Electrical

Co. (India) Pvt Ltd in Kolkata as a sales outlet for imported Philips lamps. In 1938, Philips

established its first Indian lamp-manufacturing factory in Kolkata. In 1948, Philips started

manufacturing radios in Kolkata. In 1959, a second radio factory was established near Pune. In

1957, the company converted into a public limited company, renamed "Philips India Ltd". In

1970 a new consumer electronics factory began operations in Pimpri near Pune; the factory was

closed in 2006. In 1996, the Philips Software Centre was established in Bangalore, later renamed

the Philips Innovation Campus. In 2008, Philips India entered the water purifier market.

PHILIPS

Koninklijke Philips N.V. (Royal Philips, commonly known as Philips) is a Dutch

diversified technology company headquartered in Amsterdam with primary divisions focused in

the areas of Healthcare, Consumer Lifestyle and Lighting. It was founded in Eindhoven in 1891

by Gerard Philips and his father Frederik. It is one of the largest electronics companies in the

world and employs around 122,000 people across more than 60 countries.

Board of Directors

Non-Executive Director & Chairman      S. M. Datta

Managing Director                Krishna Kumar Ananthasubramanian   

Executive Director   Jan-Hein Louwman  

Chief Executive Officer Krishna Kumar

Consumer Lifestyle ADA Ratnam

Chief Financial Officer Jan-Hein Louwman

Human Resources Krish Shankar

Lighting Nirupam Sahay

Strategy & Business Development Priyank Agarwal

Chief General Counsel Rajiv Mathur

Philips Innovation Campus Srinivas Prasad

6

Chief Marketing Officer Vivek Sharma

Philips is organized into three main divisions: Philips Consumer Lifestyle (formerly Philips

Consumer Electronics and Philips Domestic Appliances and Personal Care), Philips Healthcare

(formerly Philips Medical Systems) and Philips Lighting. As of 2012 Philips was the largest

manufacturer of lighting in the world measured by applicable revenues.

In 2013, the company announced the sale of the bulk of its remaining consumer

electronics operations to Japan's Funai Electric Co. but in October 2013, the deal to Funai

Electric Co was broken off and the consumer electronics operations remain under Philips. Philips

said it would seek damages for breach of contract in the $200-million sale.

Employment-The total number of Philips Group employees (Continued operations)

was 114,689 at the end of 2013, compared to 116,082 at the end of 2012. Approximately 41%

were employed in the Lighting sector, due to the continued vertical integration in this business.

Some 32% were employed in the Healthcare sector and approximately 16% in the Consumer

Lifestyle sector.

Employment Sector Employee Per Sector 2013

Health care 37,008

Consumer Lifestyle 17,854

Lighting 46,890

Innovation, Group & Services 12,937

Table No-2.2

Major Office Locations in India

Gurgaon(Corporate Office and Northern Regional Office)

Visit/Write

Philips India Limited9th Floor, DLF 9-B,DLF Cyber City,Sector 25, DLF Phase – 3,Gurgaon – 122002, India.Tel: +91-

7

8

Kolkata

(Registered Office and Eastern Regional Office)

Visit/Write

Philips India Limited7, Justice Chandra Madhab Road,Kolkata – 700020, India.Tel: +91-33-24867621

Bengaluru

Visit/Write

Philips India LimitedPhilips Innovation CampusMFAR Manyata Tech Park,Nagavara,Bangalore – 560045, India.Tel: +91-80-41890000

Chennai

(Southern Regional Office)

Visit/Write

Philips India LimitedTemple Towers, 5th Floor,Old No: 476, New No: 672,Anna Salai, Nandanam,Chennai – 600035, India.Tel: +91-44-66501000

Hyderabad

Philips India Limited6-3-1109/103, 3rd Floor,Jewel Pawani Towers,Raj Bhavan Road, Somajiguda,Hyderabad – 500082, India.Tel: +91-40-66467676

9

Mumbai

(Western Regional Office)

Visit/Write

Philips India LimitedTechnopolis Knowledge Park,Mahakali Caves Road,Chakala, Andheri (E),Mumbai – 400093, India.Tel: +91-22-66912000

HISTORY

The Philips Company was founded in 1891 by Gerard Philips and his father Frederik.

Frederik, a banker based in Zaltbommel, financed the purchase and setup of a modest, empty

factory building in Eindhoven, where the company started the production of carbon-filament

lamps and other electro-technical products in 1892. This first factory has been adapted and is

used as a museum.

PHILIPS LOGO

PHILIPS CURRENT LOGO

10

Company Profile

Royal Philips- is a diversified health and well-being company, focused on improving people’s lives through meaningful innovation in the areas of Healthcare, Consumer Lifestyle and Lighting. Headquartered in the Netherlands, Philips posted 2013 sales of EUR 23.3 billion and employs approximately 115,000 employees with sales and services in more than 100 countries. The company is a leader in cardiac care, acute care and home healthcare, energy efficient lighting solutions and new lighting applications, as well as male shaving and grooming and oral healthcare.

Product Range :

There are various series in LED

LED SERIES 3500

MODEL MRP SPECIFICATION24PFL3538 `16,990/- LED, HD Ready, CRYSTAL CLEAR, 120Hz Perfect Motion

Rate, 6W SOUND, USB, HDMI

LED SERIES 3900

MODEL MRP SPECIFICATION32PFL3938 `27,000/-

LED, Full HD 1080p, Pixel Plus HD, 120Hz Perfect Motion Rate, 16W SOUND, USB, HDMI

24PFL3938 `15,000/-22PFL3938 `14,000/-20PFL3938 `12,000/-

11

LED SERIES 4700

MODEL MRP SPECIFICATION50PFL4758 `79,000/-

LED, Full HD 1080p, Pixel Plus HD, 120Hz Perfect Motion Rate, 20W SOUND, USB, HDMI

46PFL4758 `69,000/-40PFL4758 `44,000/-40PFL4757 `46,990/-32PFL4738 `27,000/-32PFL4737 `27,990/-29PFL4738 `21,50024PFL4738 `15,99022PFL4758 `14,000

LED SERIES 4900

MODEL MRP SPECIFICATION32PFL4938 `27,000/- LED, HD Ready, Pixel Precise HD, 240Hz Perfect Motion

Rate, 16W SOUND, USB, HDMI29PFL4938 `21,490/-

12

LED SERIES 5500

MODEL MRP SPECIFICATION42PFL5578 `60,990/- DDB, Full HD 1080p, Pixel Precise HD, 240Hz Perfect Motion

Rate, 20W SOUND, USB, HDMI32PFL5578 `34,990/-

LED SERIES 5900

MODEL MRP SPECIFICATION29PFL5937 `23,490/- LED, HD Ready, Pixel Plus HD, 120Hz Perfect Motion

Rate, 16W SOUND, USB, HDMI

LED SERIES 6300

MODEL MRP SPECIFICATION50PFL6358 `89,000/- LED, Full HD 1080p, Pixel Precise HD, 240Hz Perfect Motion

Rate, 20W SOUND, USB, HDMI46PFL6358 `79,000/-40PFL6358 `53,000/-

13

LED SERIES 6900

MODEL MRP SPECIFICATION42PFL6977 `60,990/- DDB, Full HD 1080p, Pixel Precise HD, 240Hz Perfect Motion

Rate, 20W SOUND, USB, HDMI, 2 or 1Year HD D2H Subscription.32PFL6977 `34,990/-

LED SERIES 7900

MODEL MRP SPECIFICATION42PFL7977 `75,990/- DDB, Full HD 1080p, Perfect Pixel HD, 240Hz Perfect Motion

Rate, 20W SOUND, USB, HDMI, 2 or 1Year HD D2H Subscription.32PFL7977 `49,990/-

LED SERIES 8700

MODEL MRP SPECIFICATION42PFL6977 `1,04,000/- DDB, Full HD 1080p, Pixel Precise HD, 480Hz Perfect Motion

Rate, 20W SOUND, USB, HDMI, 2 Year HD D2H Subscription.

14

Digital Direct Broadcast:

The DDB Foundation is a union of seven technology giants. The foundation has come up with its most prestigious innovation Digital Direct Broadcast (DDB) technology platform. The DDB technology platform is an advanced TV operating system, which allows the DDB enabled televisions to perform multiple functions never experienced before on one single platform.

This revolutionary technology is pioneered by STMicroelectronics - World’s leading semiconductor company, Irdeto – World’s leading innovative software and application maker, Nivio – World’s leading cloud computing brand, Faroudja – Emmy award winning audio-video technology, Strata – World’s leading sound technology and is presented by Videocon d2h - India’s most advanced DTH service provider and Phillips – World’s leader in healthcare, lighting and consumer lifestyle brand.

DDB- Digital Direct Broadcast platform is an advanced TV operating system, which allows the DDB enabled televisions to perform multiple functions never experienced before on one single platform. This new technological wave rides high on features such as- receiving, processing and display capability of real Full HD 1080p digital signals without the help of any set-top box, giving you an audio-visual experience never seen or heard before, dual core processor – 450 MHz, 14-bit video processor; Motion Enhancement and Motion Correction (MEMC), which interpolates and constructs the “in between” frames to eliminate issues related to both motion judder and motion blur, giving you an outstanding viewing experience, 3D Technology, Faroudja Video and Audio Optimized that eliminates any distortion caused by noise signal and gives you a vivid and clear image for your viewing; Strata Certified Audio and 10-band Graphic Equalizer. Its cloud computing abilities help you access your files remotely which are saved on it. And last but not the least is fully fledged internet experience along with net buttons like Facebook, Youtube, Twitter, Picassa, eWeather, Internet Radio, mail and chat client and File Sharing.

15

Health & Wellness

20%

Domestic Appliances

47%

Personal Care33%

Total Sales by Business 2013: Consumer Lifestyle as a %

Vision and Mission

Vision

At Philips, we strive to make the world healthier and more sustainable through

innovation. Our goal is to improve the lives of 3 billion people a year by 2025. We will be the

best place to work for people who share our passion. Together we will deliver superior value for

our customers and shareholders.

Mission

Improving people’s lives through meaningful innovation.

16

Chapter 3: Objectives

17

18

Objective

To determine the market share of Philips LED TV’s & other competitive brands.

To identify the factors influencing consumer purchase decision in Aurangabad region.

Study of dealer Awareness about LED and DDB in Aurangabad Region.

To know the dealer and consumer satisfaction towards service.

19

Chapter 4: Research Methodology

20

Research Methodology

“Research is the systematic design, collection, analysis and reporting of data and findings

relevant to a specific situation or problem”. The objective of this section is to describe the

research procedure and methods that have been adopted for the achievement of the project

objectives.

Research Design-

Descriptive Research Method:

• Descriptive Research method attempts to determine the extent of differences in the needs,

perceptions, attitude and characteristics of subgroups. It determines the answers as to

who, what, when, where, and how questions .For E.g. identify the demographics of the

consumers who purchase electronics products. My research is Survey in nature.

Sampling Design-

Sample Size -70Sampling Framework -AURANGABAD REGIONSampling Method -Systematic Sampling.

Data Collection-

Method of Data collection: In order to study the consumer perception regarding the uses

of Philips Products with respect to other companies in Aurangabad region both primary and

secondary data will be collected.

The study proposed to collect Primary Data through questionnaire using survey

method. So as to give a precise, accurate, realistic and relevant data.

21

The Secondary Data as it has always been important for the completion of any report

provides a reliable, suitable, equate and specific knowledge. The data will collect from

websites published by the company.

Sampling Technique: The study proposed to use convenience sampling.

Sample Area: In order to make a comparative analysis study the consumer perception as

well as dealer & retailers perception of Philips products with respect to its competitor, the data

for the study has been collected through a survey of Dealers/Retailers of Aurangabad City and

surroundings.

22

Chapter 5: Data Analysis and

Interpretation

23

Data Analysis and Interpretation

Data Analysis of The DEALER or RETAILER Questionnaire for PHILIPS LED For this

purpose I conducted a survey with the sample size of 70. This sample includes the dealers and

the retailers in the area of Aurangabad and surroundings. The questionnaire having 15 questions

was prepared to obtain the desired information and the method of personnel interview was also

adopted for those dealers who were not interested in filling the questionnaire and the data got is

then analyzed and following are the results for the same.

24

EXHIBIT – A

Q.1) which of the following brands of LED does you keep in your showroom?

Table No. 5.1

It can be observed from the above exhibit, Fig 5.1 shows that out of 70 dealers or retailers

who were part of survey in Aurangabad and surroundings where 53 keep PHILIPS in their

showroom, 53 keep LG, 57 keep SAMSUNG, 56 keep SONY, 51 keep SANSUI, 47 keep

VIDEOCON, 43 keep ONIDA, 27 keep PANASONIC, and 30 keep other than above brands.

1. PHILIP

S2. LG

3. SAMSU

NG

4. SONY

5. SANSU

I

6. VIDEO

CON

7. ONIDA

8. PANASO

NIC

9. OTH

ER

53 5357 55

5147

43

27 30

HOW MANY BRANDS KEEP DEALERS IN SHOWROOM

Fig 5.1

25

Brand Name No. of Respondents

1. PHILIPS 53

2. LG 53

3. SAMSUNG 57

4. SONY 55

5. SANSUI 51

6. VIDEOCON 47

7. ONIDA 43

8. PANASONIC 27

9. OTHER 30

EXHIBIT – B

Q2) Are you aware about the Philips LED?

Table No. 5.2

It can be observed from the above exhibit, that from 70 respondents 99% dealers are

aware of PHILIPS LED. 1 % dealers are totally unaware of PHILIPS LED.

Fig 5.2 shows that 69 dealers are aware about Philips LED and only 1 dealer is not aware

about Philips LED.

PHILIPS LED AWARENESS GRAPH

YES99%

NO1%

HOW MANY DEALER AWARE ABOUT PHILIPS LED

26

AWARENESS OF PHILIPS

LEDNO. OF

RESPONDENTS PERCENTAGE

YES 69 99%

NO 1 1%

TOTAL 70 100%

Fig. 5.2

EXHIBIT – C

Q3) which factor influencing in buying decision of customer? (Overall)

FACTORS NO. OF RESPONDENTS

1. PRICE 26

2. BRAND IMAGE 16

3. SERVICES 3

4. ALL 25

TOTAL 70

Table No. 5.3

Above exhibit are gives idea about which factors most influencing (in overall view) in

buying decision of customer. Fig 5.3 shows that PRICE is most important factor than other. In

survey of 70 dealers 26 dealers are choose PRICE i.e. 37 percent, 25 dealers choose ALL i.e. 36

percent, 16 dealers choose BRAND IMAGE i.e. 23 percent, And only 3 dealers choose Services

i.e. 4 percent.

1. PRICE37%

2. BRAND IMAGE

23%3. SERVICES4%

4. ALL36%

OVERALL FACTORS INFLUENCING IN BUYING DECISION OF CUSTOMER

27

Fig. 5.3

EXHIBIT – D

Q4) which brand customer asks first after entering the showroom?

BRAND NAME NO. OF RESPONDENTS

1. LG 7

2.PHILIPS 5

3. SAMSUNG 26

4. PANASONIC 0

5. ONIDA 1

6. VIDEOCON 6

7. SONY 25

8. SANSUI 0

TOTAL 70Table No. 5.4

It can be observed from the Exhibit – D, which brand customer ask first after

entering the showroom. We saw that out of 70 dealers 26 dealers choose Samsung is high

demand brand by customer, i.e. 37 % (In Fig. 5.4). And only 5 dealers choose Philips is

high demand brand, i.e. 7%.

10%

7%

37%

1%

9%

36%

DEMAND OF BRAND1. LG 2.PHILIPS 3. SAMSUNG 4. PANASONIC 5. ONIDA

6. VIDEOCON 7. SONY 8. SANSUI

Fig. 5.4

28

29

EXHIBIT – E

Q5) which of the following brands of LED sell most?

BRAND NAMENO. OF

RESPONDENTSPERCENTAG

E1. SAMSUNG 18 26%2. VIDEOCON 13 19%3. SONY 12 17%4. PHILIPS 11 16%5. SANSUI 7 10%6. LG 3 4%7. PANASONIC 3 4%8. ONIDA 2 3%9. OTHER 1 1%TOTAL 70 100%

Table No. 5.5

It can be observed from the above exhibit SAMSUNG is a highest sell brand in

Aurangabad region. Out of 70 dealers 18 dealers responds Samsung as their first choice i.e. 26%.

While Philips as a fourth choice i.e. 16%

1. SAMSU

NG

2. VIDEO

CON

3. SONY

4. PHILIP

S

5. SANSU

I6. LG

7. PANASO

NIC

8. ONIDA

9. OTH

ER

18

13 12 117

3 3 2 1

HIGHEST SELL BRAND

Fig. 5.5

30

EXHIBIT – F

Q6) what do you feel about Quality of Philips LED products?

QUALITY OF PHILIPS LED NO. OF RESPONDENTS

1. VERY GOOD 13

2. GOOD 39

3. SATISFACTORY 13

4. POOR 5

TOTAL 70Table No. 5.6

From the above exhibit we conclude that 39 dealers prefer that PHILIPS LED quality is

GOOD. 13 say that PHILIPS LED quality is very good, 13 say that quality is satisfactory and 5

say that PHILIPS LED quality is poor.

1. VERY GOOD19%

2. GOOD56%

3. SATIS-FACTORY

19%

4. POOR7%

NO. OF RESPONDENTS

1. VERY GOOD2. GOOD3. SATISFACTORY4. POOR

Fig. 5.6

31

EXHIBIT- G

Q7) which factor influencing in buying decision of customer?

BRAND NAME PRICE QUALITY TECHNOLOGY OFFERS SERVICES OTHER1. PHILIPS 53 52 10 3 30 02. LG 45 54 30 0 26 33. SAMSUNG 50 61 23 2 51 14. SONY 50 60 37 4 53 3

5. SANSUI 51 27 1 3 9 06. VIDEOCON 50 25 2 4 15 17. ONIDA 42 25 0 0 4 18. PANASONIC 29 11 1 0 1 0OTHER BRAND 30 10 5 30 4 2

Table No. 5.7

From the above exhibit we saw that Philips PRICE is most influencing in buying decision

of customer i.e. 53. Samsung QUALITY is most influencing in buying decision of customer i.e.

61. Sony TECHNOLOGY, SERVICES and OTHER Factor are most influencing in buying

decision of customer i.e. 37, 53 & 3. While OFFER is most influencing factor in case of Other

brand (30) like Haier, LLOYD, Sharp, Mitashi, etc. In OTHER Factors include LOOK, BRAND

IMAGE etc.

1. PHILIP

S2. LG

3. SAMSU

NG

4. SONY

5. SANSU

I

6. VIDEO

CON

7. ONIDA

8. PANASO

NIC

OTHER

BRAND

5345

50 50 52 5042

29 30

52 5461 60

27 25 25

11 1010

3023

37

1 2 0 153 0 2 4 3 4

0 0

303026

51 53

915

4 1 40 3 1 3 0 1 1 0 2

FACTORS INFLUENCING IN BUYING DECISION PRICE QUALITY TECHNOLOGY OFFERS SERVICES OTHER

Fig. 5.7

32

EXHIBIT – H

Q8) which are the current counter share of the following brands?

BRAND NAME Sales LED Per Year1. SAMSUNG 31252. SANSUI 26503. SONY 26344. VIDEOCON 22405. LG 20376. PHILIPS 15047. ONIDA 14178. PANASONIC 10609. OTHER 634

Table No. 5.8

In the above exhibit we saw that, (all are approximately) Samsung sales 3125 LED per

year and Philips sales 1504 LED per year.

In the above exhibit we saw that, SAMSUNG is a highest sale brand in comparison to

other brands.

1. SAMSU

NG

2. SANSU

I

3. SONY

4. VIDEO

CON5. LG

6. PHILIP

S

7. ONIDA

8. PANASO

NIC

9. OTH

ER

3125

2650 2634

22402037

1504 14171060

634

Sales LED Per Year

Fig. No. 5.8

33

EXHIBIT – I

Q9) which electronics company has more market share in comparison to other electronics company?

BRAND NAMEMARKET SHARE IN COMPARISON

TO OTHER COMPETITORSPERCENTAGE

1. SONY 17 24%2. PHILIPS 8 12%3. SANSUI 5 7%4. LG 4 6%5. SAMSUNG 19 27%6. PANASONIC 1 1%7. ONIDA 2 3%8. VIDEOCON 13 19%OTHER 1 1%

Table No. 5.9

Above exhibit we calculate that out of 70 dealers 19 dealers say SAMSUNG is

more market share as compared to other brands, i.e. 27% and 8 dealers say PHILIPS has more

market share, i.e. 12%.

1. SONY24%

2. PHILIPS11%

3. SANSUI7%4. LG

6%

5. SAMSUNG27%

6. PANA-SONIC

1%

7. ONIDA3%

8. VIDEOCON19%

OTHER intex2%

MARKET SHARE IN COMPARISON TO OTHER COMPETITORS

Fig. 5.9

34

EXHIBIT – J

Q10) Are you aware about the Philips DDB?

PHILIPS DDBRESPONDENT

SPERCENTAG

E

YES 47 67%

NO 23 33%

TOTAL 70 100%Fig. 5.10

It can be observed from the above exhibit, that from 70 respondents 67 % dealers are aware of PHILIPS DDB, 33 % dealers are totally unaware of PHILIPS DDB.

Fig 5.10 shows that 47 dealers are aware about Philips DDB and 23 dealers are not aware

about Philips DDB.

YES67%

NO33%

HOW MANY DEALER AWARE ABOUT THE PHILIPS DDB

Fig. 5.10

35

EXHIBIT – K

Q11) which factors most enables customer to purchase DDB TV’s?

1. BEST PICTURE QUALITY 102. NO SIGNAL LOSS 33. NO ADDITIONAL SET TOP BOX 414. ONLY SINGLE WIRE CONNECTION 25. DUAL CORE PROCESSOR 014-BIT VIDEO PROCESSOR 17. PERFECT NATURAL MOTION 08. SINGLE REMOTE USE FOR LED & D2H 49. OFFER 2

Table no. 5.11

In the above exhibit we saw that which factor most enables customer in buying decision of PHILIPS DDB. We saw that out of 47 dealers 41 suggest NO ADDITIONAL SET TOP BOX, Out of 47 dealers 10 says BEST PICTURE QUALITY, 4 says SINGLE REMOTE USE FOR LED & D2h, 3 says NO SIGNAL LOSS, 2 says ONLY SINGLE WIRE CONNECTION, 2 says OFFERS and 1 say 14-BIT VIDEO PROCESSOR.

0

5

10

15

20

25

30

35

40

45

10

3

41

20 1 0

42

1. BEST PICTURE QUALITY2. NO SIGNAL LOSS3. NO ADDITIONAL SET TOP BOX4. ONLY SINGLE WIRE CONNECTION5. DUAL CORE PROCESSOR14-BIT VIDEO PROCESSOR7. PERFECT NATURAL MOTION8. SINGLE REMOTE USE FOR LED & D2H9. OFFER

36

Fig. 5.11

EXHIBIT - L

Q12) How many DDB LED sales per year?

BRAND NAME SALES DDB PER YEAR

PERCENTAGE

1. PHILIPS 154 41%2. SANSUI 210 34%3. VIDEOCON 255 25%

Table No. 5.12

In the above Exhibit we saw that, how many ddb sales per year of a particular brand, in

this only 3 brands having a DDB i.e. PHILIPS, SANSUI, VIDEOCON. We can be observed

from the above Exhibit 255 DDB sales of VIDEOCON, 210 DDB sales of SANSUI and 154

DDB sales of PHILIPS. VIDEOCON is a highest sales brand in DDB.

In percentage their market share is 41 %, SANSUI has a 34 % market share and PHILIPS

has 25 % market share.

37

1. PHILIPS 2. SANSUI 3. VIDEOCON

SALES DDB PER YEAR 154 210 255

25

75

125

175

225

275

SALES DDB PER YEAR

Fig. 5.12

38

EXHIBIT – M

Q13) which of the following offers are appreciated by customer?

Table No. 5.13

It can be observed from above exhibit that out of 70 dealer 43 dealers say CASH

DISCOUNT offer is most appreciated to customer, 26 dealers say FINANCE OFFER is most

appreciated to customer, 1 dealer is say COMBO OFFER is appreciated to customer and no one

say remaining offer is appreciated to customer.

From above we say that CASH DISCOUNT offer is most suitable to customer.

1. CASH

DISCOUNTS

2. GIFT

VOUCHERS

3. FREE

APPLIANCES

4. COMBO O

FFER

S

5. EXCHANGE O

FFER

6. FINANCE O

FFER

43

0 0 1 0

26

OFFERS APPRECIATED BY CUSTOMER

Fig. 5.13

39

OFFERS OFFERS APPRECIATED BY CUSTOMER1. CASH DISCOUNTS 432. GIFT VOUCHERS 03. FREE APPLIANCES 04. COMBO OFFERS 1

5. EXCHANGE OFFER 0

6. FINANCE OFFER 26

EXHIBIT – N

Q14] (A) how often do you get service related complaints from customer?

BRAND NAME COMPLAINTS PER YEAR1. SANSUI 7732. VIDEOCON 7333. ONIDA 6704. PHILIPS 5895. PANASONIC 5296. SAMSUNG 5127. LG 4188. SONY 320

Table No. 5.14

From above exhibit we can be observed that SANSUI has more complaints than other

competitors. SANSUI has 773 complaints and PHILIPS has 589 complaints and SONY has very

less complaints as compared to other brand.

1. SANSU

I

2. VIDEO

CON

3. ONIDA

4. PHILIP

S

5. PANASO

NIC

6. SAMSU

NG7. LG

8. SONY

773733

670

589529 512

418

320

COMPLAINTS PER YEAR

Fig. 5.14

40

EXHIBIT – O

Q14] (B) what do you feel about the service of following brands?

BRAND NAMEA. HIGHLY SATISFIED

B. SATISFIED

C. MODERATE

D. DISSATISFIED

AVAILABILITY OF BRAND

1. PHILIPS 8 24 18 4 54

2. LG 10 30 13 1 54

3. SAMSUNG 11 32 17 0 60

4. SONY 10 33 13 0 56

5. SANSUI 5 24 21 3 53

6. VIDEOCON 4 25 20 3 52

7. ONIDA 3 22 20 3 48

8. PANASONIC 1 18 13 2 34

Table No. 5.15

In above table we saw that out of 54 dealers of PHILIPS 8 are HIGHLY SATISFIED, 24

are SATISFIED, 18 are MODERATE and 4 are DISSATISFIED.

1. PHILIPS 2. LG 3. SAMSUNG 4. SONY 5. SANSUI 6. VIDEOCON 7. ONIDA 8. PANASONIC

810

1110

54

31

24

3032

33

2425

22

1818

13

17

13

2120 20

13

4

10 0

3 3 32

SATISFACTION LEVELA. HIGHLY SATISFIED B. SATISFIED C. MODERATE D. DISSATISFIED

Fig. 5.15

41

Chapter 6: Learnings

42

Learnings

1) 99% of 70 dealers are keeping multiple brands in their showroom.

2) 99% of 70 respondents were aware of PHILIPS LED.

3) Price is most important factor in buying decision of customer.

4) Samsung is high demand brand in Aurangabad region as compare to other.

5) Samsung is highest sell brand in Aurangabad region as compare to other.

6) About quality of PHILIPS LED number of respondents having positive perception

greater than negative perception because 93% dealer perceives positive attributes of

PHILIPS LED as against 7% negative.

Out of these 93% positive perceivers

56% dealer response PHILIPS LED QUALITY is GOOD.

18% dealer response PHILIPS LED QUALITY is VERY GOOD and

19% dealer response PHILIPS LED QUALITY is SATISFACTORY.

7) There are various factors of various brands that are influencing buying decision of

customer.

Philips - PRICE is most influencing.

Samsung - QUALITY is most influencing.

Sony - TECHNOLOGY, SERVICES and OTHER factor like BRAND IMAGE,

LOOK is most influencing.

LG - BRAND IMAGE AND LOOK is most influencing.

OFFER is most influencing factor for other brands like Haier, LLOYD, Sharp,

Mitashi, Intex etc

8) Samsung has highest market share in Aurangabad region as compared to other brands i.e.

27%

9) 67% respondents were aware of PHILIPS DDB.

10) NO ADDITIONAL SET TOP BOX is most enables factors to purchase Philips DDB.

43

11) For DDB Videocon has highest market share in Aurangabad region as compared to other

brands i.e. 41%.

12) CASH DISCOUNT is most suitable OFFER to customer.

13) Sansui has highest service related complaints as compared to others and Sony has rare

complaints as compared to other competitors in Aurangabad region.

14) Samsung service is highly satisfied as compared to other in Aurangabad region.

15) Many retailers are not interested in keeping Philips Electrolux products because of

Philips services and they do not provide more offers to dealer but if company provide

them such more offers they can sale Philips products.

16) Also not interested because of Philips do not provide credit facility to Dealer but if company provide them such facility they can increase sale of Philips Electrolux products.

17) Retailers were selling different brands, because they were able to receive more margins from the local players than an popular brand not giving more margin, Because of low margin many retailers are not interested in selling Philips Electrolux products

18) Most of the retailers were not happy with the dealership of Philips, because of the late delivery of products, Service of the Philips and Not immediate installation to the customer.

19) It is found that in Aurangabad maximum numbers of retailers are not satisfied with the interaction of distributor. Maximum retailers facing the problem of late delivery of the products and some retailers facing other personal problems with distributor.

20) Philips salesman is always using to visit dealers shop in Aurangabad region.

44

Chapter 7: Contribution

45

Contribution

1. Greatly benefitted the Philips Electrolux Electronics company in Aurangabad region where I visited 70 Dealers or Retail stores and gave the organization relevant information about stocking option held by the Dealers and Retailers.

2. Converted 5 retailers out of 16 retailers to stock Philips Electrolux products which they are not holding before.

3. I also did promotional activity for Philips in Aurangabad region. Such as distributing catalogue, POP materials to increase brand and product visibility.

4. Made sale of 81lakh of Philips LED and DDB TV’s in unit sale of 270.

5. Provided Philips with an understanding of its competitors in the Aurangabad region and provided the company with competitive analysis of the competitors like Samsung, Sony, Videocon, LG etc which was greatly beneficial for company.

6. I suggest that PHILIPS increases their services to brand image.

7. My suggestion to Philips is they make their price competitive.

8. Also they increase their advertising to achieve brand awareness in the market.

9. Picture quality of Philips LED is not received to be as good as other brands so they should take a specific promotion.

10. Also they increase in promotional activity to motivate retailer’s drives for the sale.

11. Give offers to the customer as well as dealer.

12. Sound quality of Philips LED is not received to be as good as other brands so they make sound quality competitive.

13. Giving immediate installation on purchase will increase sales and customers satisfaction.

14. To increase the market share Philips has to improve their after sales service.

46

47

15. Attractive schemes must be launched by company in order to attract lower, middle class customer.

16. To increase the Philips Electrolux sales they have to give credit facility to their dealer.

17. Give more margins to their dealers to increasing Philips Electrolux sales.

18. They also delivered goods in time to time to dealers.

19. I recommended that Philips give training to their distributors because maximum retailers are facing personal problem with distributors.

20. Many retailers suggested changing the distributorship.

48

Chapter 8: References / Bibliography

49

Bibliography

BOOKS

1) Marketing Management (13th edition) – Philip Kotler

2) Business Research Method – Nirali Publication.

3) Ma

WEBSITES

1) www.philips.com

2) www.electrolux.com

3) www.wikipedia.com

50

Appendices

Appendix 1

QUESTIONNAIRE

We are doing a brief survey to find out the market share of Philips LED TV’s & other

competitive brands. We would be grateful if you could spare a few minutes to participate in it.

This project is done by a management trainee and all the information would be strictly

confidential.

DEALER NAME : ________________________________________________________

ADDRESS :________________________________________________________

CONTACT NO. :____________________

Questionnaire for PHILIPS LED

1. Which of the following brands of LED do you keep in your showroom?

Philips LG. SamsungSony Sansui VideoconOnida Panasonic

Other__________________________________

2. Are you aware about the Philips LED?

YES NO

3. Which factor influencing in buying decision of customer?

1. Price 2. Brand image3. Services 4. Other_________________

ix

4. Which brand customer asks first after entering the showroom?LG Philips. SamsungPanasonic Onida VideoconSony Sansui

Other__________________________________

5. Which of the following brands of LED most sale? (Top 5)Samsung Videocon PhilipsSony Sansui LGPanasonic Onida

Other__________________________________

6. What do you feel about Quality of Philips LED products?

1. Very Good 2. Good3. Satisfactory 4. Poor

7. Which factor influencing in buying decision of customer?

Name Price Quality Technology Offers Service OtherPhilipsLG.SamsungSonySansuiVideocon

Onida

x

8. What are the current market status/ Counter share of these brands

Name Sales LED Per Year

PhilipsLG.SamsungSonySansuiVideoconOnida

9. Which Electronics Company has more market share in comparison to other Electronics Company?

Sony Philips. SansuiLG Samsung PanasonicOnida Videocon

Other__________________________________

10. Are you aware about the Philips DDB?YES NO

11. Which factors most enables customer to purchase DDB LED? (TOP 3)1. Best Picture Quality 2. No Signal Loss3. No Additional Set 4. Only Single Wire Top Box Connection5. Dual Core Processor 6. 14-Bit Video Processor7. Perfect Natural 8. Single Remote use for Motion TV & D2H

xi

xii

12. How many DDB LED sales per month-

Name Sales DDB LED Per Month

PhilipsSansuiVideocon

13. Which of the following offers are appreciated by customer?Cash Discounts Gift Vouchers Free AppliancesCombo Offers Exchange Offer Finance OfferOther__________________________________________________

14. How often do you get service related complaints from customer? Also rate service of Philips (1-5)

3 month 6 month 1 year More than 1 year

Highly Satisfied Satisfied Moderate Dissatisfied

15. What do you think about brand Philips? (Suggestions)

___________________________________________________________________________________________________________________________________________________________________________________________________

Dealer Stamp Dealer Signature

Date:

xiii

Appendix 2

SR. NO DEALER OR RETAILER NAME ADDRESS1 SHAH & SONS NEW GULMANDI ROAD, AURANGABAD2 BAJAJ ENTERPRISES NEW GULMANDI ROAD, AURANGABAD3 MEGHA ELECTRONICS T.V. CENTRE AURANGABAD4 PRAKASH AGENCY T.V. CENTRE AURANGABAD5 OM SAI ELECTRONICS APNA BAZAAR, AURANGABAD6 YESHODHAN ENTERPRISES SUTGIRNI CHOWK, AURANGABAD7 J.K. ELECTRONICS PUNDLIK NAGAR, AURANGABAD8 AJINKYA ELECTRONICS CIDCO, AURANGABAD9 SANVI ELECTRONICS PUNDLIK NAGAR, AURANGABAD

10 NITIN ENTERPRISES PUNDLIK NAGAR, AURANGABAD11 RAJRAJESHWAR ELECTRONICS PUNDLIK NAGAR, AURANGABAD12 SAI DATTA RAJ ELECTRONICS PUNDLIK NAGAR, AURANGABAD13 KAPSE ELECTRONICS AURAGABAD14 PIXELTRONICS KOKANWADI, AURANGABAD15 WATCHLAND TRADING CO. PVT LTD NIRALA BAZAR16 NARIMAN TRADING CENTRE SARAFA ROAD AURANGABAD17 SAI ELECTRONICS NIRALA BAZAR, AURANGABAD18 HANS ELECTRONICS DALALWADI, AURANGABAD19 PANKAJ ELECTROMECH CIDCO, AURANGABAD20 PRABHA ENTERPRISES N-9 AURANGABAD21 PRATIK ENTERPRISES CIDCO, AURANGABAD22 SHARMA ELECTRONICS LASUR23 ARIHANT ELECTRONICS LASUR24 GANESH ELECTRONICS LASUR25 SIDDHIVINAYAK FURNITURE LASUR26 RAVIRAJ FURNITURE LASUR27 SHUBHAM ELECTRONICS LASUR

28SADGURU FURNITURE & ELECTRONICS LASUR

29 SANGHVI SHOPEE MAHESH BHAVAN, AURANGABAD30 CITY ELECTRONICS NIRALA BAZAR, AURANGABAD31 BAJAJ ELECTRONICS CIDCO, AURANGABAD32 BALAJI ELECTRONICS T.V. CENTRE AURANGABAD33 KRUSHNA ELECTRONICS T.V. CENTRE AURANGABAD34 MATSAGAR ELECTRONICS STATION ROAD, VAIJAPUR35 VARDHAMAN FURNITURE STATION ROAD, VAIJAPUR36 HEMANT TRADERS STATION ROAD, VAIJAPUR37 CHAUSH ELECTRONICS STATION ROAD, VAIJAPUR38 NAKODA FURNITURE M.G. ROAD, VAIJAPUR

xiv

39 KHAMBEKAR ELECTRONICS TALAK ROAD, VAIJAPUR40 AMAN ELECTRONICS GARKHEDA, AURANGABAD41 SARODE AGENCY SHIVAJI NAGAR, AURANGABAD42 NEXT PROZONE MALL, AURANGABAD43 AGASTI FURNITURE LASUR44 BALAJI FURNITURE & ELECTRONICS T.V. CENTRE AURANGABAD45 MALHAR ELECTRONICS WALUNJ46 YOGESH ELECTRONICS WALUNJ47 OMKAR FURNITURE WALUNJ48 PRASANNA ELECTRONICS WALUNJ49 PRATIK DIGITALWORLD WALUNJ50 JANPREM FURNITURE & ELECTRONICS GANGAPUR ROAD, VAIJAPUR51 G.K. DTH WALUNJ52 PRITI ELECTRONICS WALUNJ53 SABNE FURNITURE AND ELECTRONICS GANGAPUR54 NEW ZEESHAN ELECTRONICS GANGAPUR55 JAILAXMI FURNITURE (SAGAR) GANGAPUR56 SAI ELECTRONICS GANGAPUR57 SAGAR FURNITURE GANGAPUR58 SABNE ELECTRONICS GANGAPUR59 YASH FURNITURE & ELECTRONICS GANGAPUR60 SAGAR ELECTRONICS GANGAPUR61 MAHENDRA ELECTRONICS VAIJAPUR62 ABHISHEK ELECTRONICS VAIJAPUR63 RAJ ELECTRONICS VAIJAPUR64 PRATIK MARKETING JALNA ROAD, AURANGABAD65 NEXT AUTOCAR AURANGABAD66 PRASAD FURNITURE GANGAPUR67 RAM ELECTRONICS CITY CHOWK, AURANGABAD68 SHARVARI ELECTRONICS WALUNJ69 SAKSHI ELECTRONICS RANJANGAON70 JANVI ELECTRONICS PANDHARPUR, WALUNJ

xv