Submitted in partial fulfilment for the Award of degree of Master in Management Studies



Certified that the dissertation title MARKETING STRATEGIES OF TOP BRANDS OF MICROWAVE is a bonafide work done Mr. ……………….. under my guidance in partial fulfilment of Master in Management Studies programme . The views expressed in this dissertation is only of that of the researcher and the need not be those of this institute. This project work has been corrected by me.




I hereby declare that this project report titled “A STUDY Of MAEKETING STRATEGIES OF TOP BRANDS OF MICROWAVE” is executed as per the course

requirement for the post graduate program in management. I have not been submitted by me or any other person to any other university or institution for degree or diploma. It’s my own work.

Place: Date: NAME HERE. MBA


In this project I have made an honest and dedicated attempt to make the research material as authentic as it could. And I earnestly hope that it provides useful and workable information and knowledge to any person reading it. During this small time frame in which the project reached its completion, there were a few people whom I would like to make a mention of and without whose help the project would have never seen the light of the day. I also thank to my (HOD) PARMESH GOUTAM and internal guide ms amrita rawat for his timely response via e-mail, which immensely helped in giving the project the initial direction it needed. I dedicate this project to the Dealer’s who were extremely kind and who at times went out of the way to help me. Without their co-operation it would have perhaps not been possible to research a few places, which I did, within the stipulated time frame.


. experience are an instrument.PREFACE It was a firsthand experience to get exposed to the professional set-up and face the market. Training period was a learning experience. I take this opportunity to present the project report and sincerely hope that it will be as much knowledge enhancing to the readers as it was to use during the fieldwork and the compilation of the report. an experience counts a lot. which leads towards success. which was really a great experience. When business is involved.

BIBLOGRAPHY 13.CONTENT     PREFACE ACKNOWLEDGEMENT CERTIFICATE DECRATION 1. RESEARCH METHODOLOGY 4. MARKET ANALYSIS 5. ABOUT COMPETITOR ● Competitor Product ● Price up Competitor Profile 9. CONSUMER GROUPS 6. MARKETING STRATEGY ● Pricing ● Positioning & Distribution ● Promotion 8. SUGGESTION 12. PRODUCT PROFILE 7. DATA ANALYSIS & ENTERPRETATION 10. CONCLUSION . OBJECTIVES OF THE STUDY 3. LIMATATION 11. INTRODUCTION ● About Product ● In Insight of Company History ● Mission & Vision ● Objectives ● Standing Position of Company ● Brand Value 2.

as many foreign players were entering in the market with the increase in income levels. Samsung. and Aiwa came into the picture. It is growing very fast because of rise in living standards. However. Daewoo. foreign players like LG. the demand for consumer durables has increased significantly. discounts. accounting for no less than 90% of the market. Products like washing machines. Godrej. easy access to consumer finance. Whirlpool. Today. MNCs offer superior technology to the Consumers whereas the Indian companies compete on the basis of firm grasp of the local market. there were still very few players in categories like vacuum cleaners. increase in consumer awareness. and dishwashers Consumer durables sector is characterized by the emergence of MNCs. and hold over wide distribution network. and Voltas were the major players in the consumer durables market. The market share of MNCs in consumer durables sector is 65%. only a few companies like Kelvinator. their well-acknowledged brands. the penetration . color MICROWAVEs (C-TV) were no longer considered luxury items. Sony. microwave ovens.INTRODUCTION Before the liberalization of the Indian economy. However. easy availability of finance. air conditioners. these players control the major share of the consumer durables market. and wide range of choice. exchange offers. Then. MNC's major target is the growing middle class of India. after the liberalization. and introduction of new models. and intense competition. Alwyn. Consumer durables market is expected to grow at 10-15% in 2007-2008.

The rural market is growing faster than the urban market. SAMSUNG the two Korean companies have been maintaining the lead in the market with LG being leader in almost all the categories. . The rising income levels double-income families and consumer awareness were the main growth drivers of the industries.The CTV segment is expected to the largest contributing segment to the overall growth of the industry.Level of the consumer durables is still low in India. although the penetration level is much lower . MICROWAVE OVEN and WASHING MACHINES. REFRIGRATOR. LG. But post liberalization many foreign companies have entered into Indian market dethroning the Indian players and dominating Indian market the major categories being CTV. Allwyn and Kelvinator. Voltas. Indian Consumer durables market used to be dominated by few domestic players like Godrej. India being the second largest growing economy with huge consumer class has resulted in consumer durables as the fastest growing industries in India.

The key product lines under each segment were as follows. Titan. Consumer Appliances can be further categorized into Brown Goods and White Goods. Instruments such as cell phones and kitchen appliances like microwave ovens were also included in this category. The consumer durables industry can be broadly classified into two segments: Consumer Electronics and Consumer Appliances. Trends The consumer durables market in India was estimated to be around US$ 5 billion in 2007-08. CTV. refrigerators and Air-conditioners together constitute more than 60 per cent of the sales in terms of the number of units sold. real estate and housing demand. Industry Size. MIRC Electronics. Videocon. The sector has been witnessing significant growth in recent years. . greater disposable income and an overall increase in the level of affluence of a significant section of the population.INDUSTRY PROFILE The Consumer Durables industry consists of durable goods and appliances for domestic use such as MICROWAVEs. air conditioners and washing machines. Whirlpool. refrigerators. etc. Voltas. helped by several drivers such as the emerging retail boom. Blue Star. Growth. More than 7 million units of consumer durable appliances have been sold in the year 2006-07 with colour MICROWAVEs (CTV) forming the bulk of the sales with 30 per cent share of volumes. The industry is represented by major international and local players such as BPL.

3 per cent while direct cool segment has grown by 9 per cent. the markets for both C-TV and refrigerators were shifting to the semi-urban and rural areas. the frost-free category has grown by 8. Market sources indicate that most CTV majors have phased out conventional TVs and have been instead focusing more on flat TVs. Consumer Electronics The CTV production was 15.10 million units in 2007-08 and is expected to grow by at least 25 per cent.High-end products such as liquid crystal display (LCD)and plasma display CTV grew by 400 per cent and 150 per . Whirlpool and Samsung have registered double-digit growth in the direct cool refrigerator market. the sales of window ACs have grown by 32 per cent and that of split ACs by 97 per cent.000 units. conventional CTV volumes have been falling while flat TVs have grown strongly. Companies like LG.In the refrigerators market. In the case of washing machines. respectively. In the air-conditioners segment. The growth across product categories in different segments is assessed in the following sections. The flat segment of CTVs now account for over60 per cent of the total domestic TV production and is likely to be around 65 per cent in 2007-08. At the disaggregated level. the semi-automatic category with a higher base and fully-automatic categories have grown by 4 per cent to 526.000 units and by 8 per cent to 229. Since the penetration in the urban areas for these products is already quite high.

This trend is expected to continue through 2009. as competition is likely to intensify to scale and capture the mass market. .2010. The audio/video player market has seen significant growth rates in the domestic market as prices have dropped.Cent respectively in 2009–10 following a sharp decline in prices of these products and this trend is expected to continue.

It’s our aim to develop innovative technologies and efficient processes that create new markets.COMPANY PROFILE SAMSUNG – Introduction Our Vision Samsung is guided by a singular vision: to lead the digital convergence movement. we will find the solutions we need to address the challenges of tomorrow. From technology comes opportunity for businesses to grow. We believe that through technology innovation today. for citizens in emerging markets to prosper by tapping into the digital economy. enrich people’s lives and continue to make Samsung a trusted market leader . and for people to invent new possibilities.

Our Mission Everything we do at Samsung is guided by our mission: to be the best “digitalCompany”. responsible global corporation. our dedicated people will continue to embrace many challenges and come up with creative ideas to develop products and services that lead in their markets. In the years ahead. . Their ingenuity will continue to chart Samsung’s course as a profitable. Samsung grew into a global corporation by facing challenges directly.

‘Best Company’ in terms of both the internal workplace environment as well as the external context in which the Company operates. easier and richer through its superior quality products.H. .GROWING TO BE THE BEST Samsung India aims to be the ‘Best Company’ in India by the Year 2006. Oh. President & CEO Samsung South-West Asia Regional Headquarters. “Our aim is to gain technological leadership in the Indian marketplace even as our goal is to earn the love and respect of more and more of our Indian consumers. S. Samsung aims to grow in India by contributing to the Indian economy and making the lives of its consumers simpler.” Mr.

The South West Asia Regional Headquarters looks after the Samsung business in Nepal. Samsung India has a network of 19 Branch Offices located all over the country. The DNA of Digital Innovation Samsung Electronics is a global leader in semiconductors. telecommunications. today enjoys a sales turnover of over US$ 1Bn in just a decade of operations in the country. near Delhi. Maldives and Bhutan besides India. the company has of 5 main business units: Digital Appliance Business. Sri Lanka. Samsung India currently employs over 1600 employees. Headquartered in New Delhi. Semiconductor Business and . Samsung ‘Made in India’ products like Colour MICROWAVEs.STRATEGY IN INDIA Samsung India is the hub for Samsung’s South West Asia Regional operations. The Samsung manufacturing complex housing manufacturing facilities for Colour MICROWAVEs. Refrigerators and Washing Machines is located at Noida. 113.3Bn.000 people in over 90 offices in 48 countries. digital media and digital convergence technologies with 2004 parent company sales of US$55. Colour Monitors.2Bn and net income of US$10. which commenced its operations in India in December 1995. Bangladesh. Employing approx. Digital Media Business. Colour Monitors and Refrigerators were being exported to Middle East. Samsung India. LCD Business. CIS and SAARC countries from its Noida manufacturing complex. with around 18% of its employees working in Research & Development.

Customized products for Indian Consumers according to the Indian market. Samsung Electronics Corporation is the world’s largest pro ducer of Colour Monitors. . Recognized as one of the fastest growing global brands. that Indian consumers want more sound oriented products.Telecommunication Network Business. It has set up a “usability lab” at the Indian Institute of Technology in New Delhi to customize Samsung products to meet the specific needs of Indian consumers. ergonomics and interface. They also have a ‘memory re-start’ that takes care of the frequent power failures in India. -automatic segment of Samsung washing machines. Indian wardrobes. Thus. Memory Chips and TFT LCD’s. the Samsung MICROWAVEs for India have a higher sound capacity than their foreign counterparts. Samsung has introduced for the first time in India a feature called Super Dry. Colour TVs. This industry-institute partnership is helping Samsung to study and analyze consumer response in aspects of product design. It is present in three of Samsung’s semi automatic models and dries the clothes better than the rest. including aesthetics.

Wide Video MP3 Player (YP-P2) Equipped with Bluetooth and a touch screen interface.PRODUCT PROFILE 650 Series Full HD LC D TV Developed using our unique Crystal Design with a hint of rose-red color accentuating a traditional piano-black bezel frame. Samsung’s proprietary DNSe 2. DNIe Pro and Wide Color Enhancer Pro to provide perfect picture quality. the 650 Series LCD TV features Auto Motion Plus 120Hz. the YP-P2 lets consumers enjoy vivid videos on a 3-inch wide LCD screen.0 . an Ultra Clear Panel.

Further.technology with EmoTure™ UI enhances the ultimate multimedia experience. 6-in-1 Steam Oven Simple. our washer dramatically reduces barrel vibration—even at the highest speed. Samsung’s versatile steam cooking solution adds a . our 6-in-1 steam oven combines all of the features of a conventional oven with advanced steam cooking technology to stimulate healthier eating. It also reduces energy and water consumption to the world’s lowest levels. yet stylish. we’ve enhanced washing performance and eco-friendly performance with a diamond-shaped embossing drum. VRT Front Loading Washer Designed with Vibration Reduction TechnologyTM (VRT).

Ultra-messaging BlackJack II (SG H-i617) Microsoft’s Windows Mobile software-enabled HSDPA smart phone boasts a bigger screen than the BlackJack . Haptic Touch Screen Phones (SC H-W420/W4200) Built with TouchWiz UI software. our Haptic model promises a unique user experience. one that touches all of the senses. including a web browser. It is designed for the innovative. grill and microwave. The Samsung Haptic features one-touch access. as well as dry heat and fermenting. a widget for creating customized desktops and a G sensor for automatic horizontal rotation of photos and videos. ‘on-the-go’ user who demands cutting-edge multimedia features.steam function to the conventional oven.

focused on improving people’s lives through timely innovations. based on fundamental customer insights and the brand promise of “sense and simplicity”. Philips integrates technologies and design into people-centric solutions. . acute care and home healthcare. Global Footprint Philips is a global leader across its healthcare.  We are number one in lamps in Europe. male shaving and grooming. portable entertainment and oral healthcare. Cardiac Ultrasound. Japan and Asia Pacific.  We are number one in the electric shavers and male grooming category globally. Headquartered in the Netherlands. Latin America and Asia Pacific and number two in North America. lifestyle and lighting. As a world leader in healthcare. we are leading in Europe. Latin America. lighting and lifestyle portfolio:  We are the world’s largest home healthcare company.000 employees in more than 60 countries worldwide. the company is a market leader in cardiac care. Cardiovascular X-ray. as well as lifestyle products for personal well-being and pleasure with strong leadership positions in flat TV. Automated External Defibrillators. energy efficient lighting solutions and new lighting applications.ROYAL PHILIPS ELECTRONICS Royal Philips Electronics of the Netherlands is a diversified Health and Well-being company. With sales of EUR 23 billion in 2009. in Automotive lighting. being number one in: Monitoring systems. Philips employs approximately 116.

and reminding us of the attitudes we should have towards our work. the four Ds. Mission "Improve the quality of people’s lives through timely introduction of meaningful innovations. based on deep insights We act as One Philips ambassadors all the time . are like a compass – guiding us in how we behave every day.” Values “Our Values reflect the ambitions we have laid down in “Vision 2010”.” Delight Customers We anticipate and exceed customer expectations    We demonstrate Passion for Philips and "sense and simplicity" We create superior customer experiences. The Values. we will lead in bringing sense and simplicity to people." Vision “In a world where complexity increasingly touches every aspect of our daily lives. our customers and our colleagues. our recent strategy update. Philips is one of the leading flat-TV brands globally.

Depend on each other We deliver more value by working as One Philips    We think as One Philips and act as owners We trust and empower each other to contribute our best We team up and allocate resources to the most promising opportunities.Deliver great results We continually raise the bar  We play to win big and always set ambitious targets  We challenge the status quo and experiment with new ways  We take clear decisions and implement with speed and discipline Develop people We get the best from ourselves and each other   We attract the best players to create strong and diverse teams We take risks by giving people stretch assignments to accelerate their development  We personally invest significant time to coach and recognize people. .

. The company has an excellent pan India distribution and after-sales service network. a subsidiary of the Netherlands-based Royal Philips Electronics. addressing people’s Health and wellbeing needs and aspirations as its overarching theme. Today. home decorative lighting range and ALU range. on the move and at rest.500 employees around the country. trendy and innovative internationally acclaimed products with superior design and technology that enhance the quality of consumers' professional and personal lives. Philips stands as a source of easy to use. Lighting and Consumer Lifestyle. Philips is a part of practically every Indian's life. Philips products find use in virtually every aspect of an individual’s daily life 24X7 . at work. With recent launch of Philips Respironics product categories in obstructive sleep apnea management and home respiratory care. Philips has been operating in India for over 75 years and employs over 4. is the leading Health and Wellbeing company. Philips is a simpler and more focused company with global leadership positions in key markets of Healthcare.at home.Philips Electronics India Limited Philips Electronics India Limited. As one of the nation's most well-known and well-loved brands.

Although the company has evolved and grown over more than hundred years. while the stars represented the ether of the evening sky through which the radio waves would travel. as well as on the Philigraph. Philips’ visual brand identity is rooted in its early years at the beginning of the 20th century. the Philips brand is a familiar sight in millions of households and buildings throughout the world with its instantly recognizable word mark of seven blue capitalized letters.EVOLUTION OF PHILIPS AS A “BRAND” Wherever encountered. Philips Identity Trademarked: Origins of the Shield Emblem The now familiar Philips waves and stars first appeared in 1926 on the packaging of miniwatt radio valves. an early sound recording device. . The waves symbolized radio waves.

To establish consistent global presence. together with the word mark. the Philips shield made its first appearance. gives Philips the distinctive identity that is still embraced today. Gradually the use of the circle emblem was then extended to advertising materials and other products. the basic design has remained constant ever since and. In 1938. featuring this circle as part of their design. This led to many different campaigns running simultaneously. Although modified over the years. After that. the stars and waves started appearing on radios and gramophones. In general.In 1930 it was the first time that the four stars flanking the three waves were placed together in a circle. At this time Philips’ business activities were expanding rapidly and the company wanted to find a trademark that would uniquely represent Philips. This wish resulted in the combination of the Philips circle and the word mark within the shield emblem. until the mid-1990s all advertising and marketing campaigns were carried out at product level on a local market basis. Advertising Philips Brand Today Whilst the logo of the company has been consistent since the1930s the way in which Philips has advertised and communicated to the outside world has varied. not giving a global representation of Philips as a global company. but one that would also avoid legal problems with the owners of other well-known circular emblems. in 1995 Philips introduced the first .

easy to experience and advanced”. “Sense and simplicity” reflects Philips’ commitment to be a market-driven company that provides products and services that fulfill the promise of being “designed around you. which marked a new way forward for the company. Philips launched its “sense and simplicity” brand promise.3 billion and was ranked the 43rd most valuable brand in Inter brand’s 2008 ranking of best global brands. giving the employees a sense of belonging and providing a unified company look for an external audience.global campaign in 1995 under the tagline “Let’s make things better”. In 2008. This theme encapsulated the “One Philips” thinking and was rolled out globally in all markets and on all Philips products. the total estimated value of Philips brand increased by 8% to USD 8. This was also the first campaign that bought the whole company together. In September 2004. .

Meanwhile. . the key reason behind this initiative lies in the growing potential of the rural market. information and availability are concerned. The management is planning effective use of a number of media vehicles to ensure efficient communication of the message and maximum utilization of the money spent. focusing on rural towns with a population of less than 5. refrigerators and washing machines. Called the `Philips Mahasangram Integrated Marketing Programmes'. Meanwhile. Philips will also be launching a range of new products during the rural initiative. rural sales formed about 25 per cent of the total sales for CTVs. Philips plans to implement an innovative FMCG style marketing strategy to push its durables in the rural segment.000 and semi-urban towns with a population between 5. while in 1997-98. An indication of the size of this initiative can be obtained from the fact that Philips will be spending about 4. Apart from initiating new marketing and distribution programmes. the rural initiative will be taken across the country from July 2.PHILIPS’ STRATEGY IN INDIA Philips India. it increased to 36 per cent in 2001-2002 and is expected to go up to as high as 41 per cent in 2006-07.000. The advertising and marketing strategy will be a combination of above-the-line and below-the-line/ on-ground activities. .5 per cent of its turnover from the rural/semi-urban areas on the Mahasangram alone. According to industry data. is in a bid to aggressively push its sales in the rural/semi-urban segment and has designed an innovative strategy for these regions. The Philips Mahasangram is aimed at taking Philips' new products to the semi-urban and rural customers and increasing their awareness where product knowledge.000 and 50. The Mahasangram Integrated Marketing Programme is essentially about implementing a non-durables strategy marketing in a consumer durable segment.

How Philips India doubled its sales The company launched an aggressive new advertising campaign in print. but how did Philips almost double its market share in under four years? Interestingly. innovative tactics like advertising on an inland letter form or postcard (a popular form of communication in rural areas) and sponsorship of local events. mobile vans with Philips products on display and games. MICROWAVE and online. That's in the future. the company has developed a second line of activity in the distribution set-up. On the distribution front. the company didn't adopt radically different strategies. The new tagline "Sense and simplicity" showcases the new brand promises -. Philips is hoping that its innovative rural marketing initiative coupled with the high growth in the rural market will boost its market share. These steps have helped in developing their volume reach.Various promotional activities which Philips plans to initiate during the Mahasangram include a series of on-ground activities such as point of sale material at retailers' counters.. where portable audio is concerned. geographical reach and counter share significantly. The company has carried out an extensive product-wise mapping exercise over 540 districts across India. Also. . among other things. company has identified the main retailers of each distributor and practice the Key Account Management Approach with them. and catering to their needs. trade with these retailers. Company sources say Philips is counting on the new campaign to help it grow by at least 25 per cent this year. Philips claims to have the biggest distribution network (as compared to other consumer electronics companies) and a high degree of penetration even in the rural and semi-urban areas. in order to cater to volume drivers i.e.using technology to make life simpler and easier. Keeping in mind the objective of extensive physical reach of 80 per cent plus. major retailers. road-shows. so that there is a focus on improving relations.

passed on cost benefits.quality equation. Post-2001. revealed that Philips technology was seen as reliable but not state-of-the-art. Clearly. and it made sure its communication played that up: "Don't buy a system if it doesn't have an MP3 player. The company was constantly refining the image of the company in the minds of the consumer. That's ironic. making it more modern. where the manservant inadvertently inserts a roti into the DVD player. D Shivkumar. advertising campaigns emphasised the company's technologicallyadvanced features. "We have managed to grow the business by focusing on the price -. Philips. and brushed up its admittedly fuddy-duddy image. but consumers associated the brand more with tube lights and transistors than cutting-edge technology. It began by taking the technology route. Philips needed an image makeover. considering the company has made its mark globally as a technology leader -." The battle of perception Philips has been a household name in India for 75 years.It paid attention to what customers wanted. which held the Philips account from 2001 (it has recently moved to Mudra). consumer electronics." Then there was the October 2002 campaign. Philips was the first audio company to launch an MP3 player (May 2002).it invented the cassette recorder. But that wasn't enough. in which a little boy uses the power of the music system to nudge the cookie jar off the top-most kitchen shelf. . That's where instore displays and promotions that demonstrated the abilities of Philips products came in. the compact disc and the DVD. the last in association with Sony. JWT broke the "Ramu kaka" ad. But a survey by advertising agency JWT. According to Mr. In October 2003. executive director.

Philips changed its distribution strategy around two years ago. especially targeting the non-urban youth segment. In mid-2003. while the DJ gave them tips on mixing and spinning. Not surprisingly. its target customer base. At live demos. when they found volumes were increasing exponentially. Youngsters were invited to man the console. Distributors were now allocated smaller geographical territories so they can concentrate on getting firmer . only to return. Clinch the dealer Philips has successfully played the price card.The tagline made the message clear: "The new Philips DVD player plays anything". Philips' radios sold at Rs 600 -. So it went to where the action was colleges and rock festivals. The campaign proved immensely popular . Two years ago.and Philips wasn't slow in leveraging its appeal. dealers were upset at their shrinking margins. And had huge walk-ins and could provide an involvement and experience with the brand. but not all price cuts have been due to better or cheaper technology. creating a buzz around the product and the brand. They soon realized it was more profitable to sell Philips radios because the turnover is much higher. But that would probably appeal more to families and Philips needed to reach out to the youth. the company slashed the price to Rs 400 and even introduced new models at the Rs 160 price point. To ensure the penetration and distribution happens.it was used in other Asian countries as well -. complete with a professional DJ. Some started stocking competing brands. Philips set up stalls.a huge premium compared to the Rs 200 or so that other brands cost. it did away with trade discounts and passed on the savings to the customer. In some segments like radios. claim company officials. customers would be invited to slip rotis into the player.

Even as Philips constantly raised the technology bar (MP3 players. sleeker. Creating the value proposition Philips realized early on that maintaining the price-quality equation is critical. who were earlier allotted five or six districts are now given only two or three. Philips also brought in help from outside. How did it do that? By ensuring that it was perceived neither as a price warrior like Aiwa or Sansui nor prohibitively expensive -. It has ramped up the number of service centres across the country to 190.Sony products are on average 10 per cent more expensive.000-25.000 earlier. with 45 per cent share each. more streamlined systems). which accounts for a quarter of the audio market in value terms. prices have been falling by 10 per cent on average every year. But it's now carved up the market with Sony. deeper bass. Of course. a year behind Sony. Compared to equal monthly installments of about Rs 1. Philips "found the sweet spot at which youngsters could buy". Distributor in upcountry markets. the new schemes let customers pick up state-of-the-art sound machines for as little as Rs 333 a month that too. The company also paid close attention to customer feedback. Today.50030. over 900 technicians now attend to complaints. And not all are given the entire product range so that the focus is sharper. The company prices its minis at Rs 8.footholds in their areas. without a down-payment. Has that helped? Consider: Philips entered the minis segment only in 2000. That's especially true of the minis (DVD and VCD hi-fi systems) segment.000. up from 600 in . compared with the market range of Rs 7. from 125 two years ago. it's kept its prices competitive. that's true for other brands as well but.000. it tied up with Countrywide and Citibank to provide accessible finance schemes for its products. Moreover. In late 2002.

LG ELECTRONICS VISION Global Top 3 by 2010 Global Top 3 Electronic/Telecommunication company GROWTH STRATEGY “Fast innovation.2002. Market leadership. Fast growth” CORE COMPETENCY “Product leadership. People leadership” CORPORATE CULTURE .

The curving of the slogan reinforces LG's personality and uniqueness. future. The symbol consists of two elements. 1. LG philosophy is based on humanity. Fun workplace SLOGAN "Life's Good" represents LG's determination to provide delightfully smart products that will make your life good. Red color represents our friendliness and gives a strong . "Life's Good" set in Charlotte sans typeface curved around the LG symbol.No excuse. humanity & technology. The consistent usage of this signature clearly establishes the unique identity of the company and unifies every division and product from LG Electronics across the globe. “we” not “I”. and the slogan. The LG Electronics Life's Good signature consists of the LG logo. youth. The logo in LG gray 2. THE SYMBOL The symbol of LG is the face of future. seal. The stylized image of human face in the unique LG red color. It also represents LG’s efforts to keep close relationship with our customers around the world. The letter “L” and “G” in a circle symbolizes world.

It expresses“ Brand’s Value . Focused & Confident”.impression of LG’s commitment to deliver the best. The slogan of LG is “Life’s Good”. This culture is necessary for LG Electronics as it strives to become one of the world's top companies. Benefits . Promises. The circle symbolizes The Globe. The one eye on the symbol represents “Goal-oriented. Such a relationship is transformed into a value-creation relationship whereby both parties endeavor to address mutual problems and create new values together. THE PARTNERSHIP LG Electronics chooses to promote harmony and build constructively on a labor-management relationship rather than an employee-employer relationship. The stylized image of a smiling face in the symbol conveys “Friendliness and Approachability”. Personality . . but in a horizontal one. This illustrates that management and workers are not in a vertical relationship.

while developing new technologies and business fields through various associations with some of the world's most successful companies. is of key significance in terms of strengthening the existing industry and creating a new one.INTEL 11. "Strategic association between corporations. YAHOO 4. GOOGLE 9. MICROSOFT 7.NORTEL . 3M 2. GE 10. TOYOTA 6. 1.STRATEGIC ALLIANCE LG Electronics is making technical advances and identifying business opportunities through various associative relationships with some of the world's leading companies. LG Electronics is striving to become number one in the world by mingling in various business and technological fields and making strategic alliances with world famous companies. SUN 3. PHILLIPS 5. LG Electronics will do its best to create new products and services with an open mind." in which companies with different infrastructures cooperate in the fast-developing 21st century business field. HP 8.

In Mar. and blogs). This service is targeting 10 million LG mobile phones in over 70 countries.BESTBUY And the number follows many more…………………………. and offer LG mobile phones with Google services (search engine.HITACHI 13.RENESAS 15. map. Both companies will work together to release.TOSHIBA 16.. .12. In Feb. 2007 LG Electronics and Google formed a strategic alliance. 2007 LG Electronics and Yahoo formed a strategic alliance. Yahoo mobile services will be available from LG mobile. email. market.PRADA 14.

Benefits 4. Considerate Practical. b. Trust. institutive functionality and exceptional performance. a. Value 2. LG strives to enhance the customer’s life and lifestyle with intelligent features. c. Friendly . The brand platform:The LG brand is composed of four basic elements – 1. Personality The Brands core Value that never changes.LG BRAND IDENTITY:The brand of LG is delightfully smart. People d. Passion The benefits that are consistently delivered to the customer includes a) Reliable products b) Simple design c) Ease of use d) Extraordinary Experience Personality describes the human characteristic that are expressed to the customer through Trustworthy. Innovation. Promise 3.

with an investment of Rs 500 Crores. is planning a brand new image. India.51.. LG Brand Shoppe goes beyond the concept of a normal exclusive store by having a more interactive environment and additional lifestyle orientation on display so that the customer can actually experience the LG products in his or her own home settings. company will . Ltd. LG Electronics India Ltd (LGEIL). South Korea was established in January 1997 after clearance from the Foreign Investment Promotion Board (FIPB). in 1998. near Delhi. Kasna Road. of which 45 are shops and 38 are exclusive stores. LG plans to launch 60 premium Brand Shoppes by the end of the first quarter of this year. This facility manufactured Color MICROWAVEs. Brand shops will be placed in the premium segment and the target audience will comprise buyers interested in premium and high end products. LG has a total of 83 LG stores across the country. ''Company is setting up a chain of exclusive premium showrooms. a wholly owned subsidiary of LG Electronics. Washing Machines. Udyog Vihar. LG corporate office is located at Plot no. At present. LG set up a state-of-the art manufacturing facility at Greater Noida. To attract inspirational and young consumers across India. Air-Conditioners and Microwave Ovens. consumer durables leader with 27% market share.LG INDIA LG Electronics India Pvt. Greater Noida.

has said that it expects the sale of its products in India to up by 15 per cent in 2008. digital video broadcast and biometrics software and support LG Electronics with our expertise. LG Electronics is continually providing. air conditioners and other household goods in the Indian market was to the tune of 95 billion rupees ($2. managing director of LG Electronics India has said that the company has earmarked 4.8 billion rupees for investment purpose in India this year. LG Electronics India is the fastest growing company in the consumer electronics. home appliances. the sales in 2008 . and computer peripherals industry today. superior technology products & value for money to more than 50 lakh households in India. a strong work culture and loyalty to the organization. we are determined to see LG become one of the top three brands globally.roll out a new marketing strategy.4 billion) in 2007. color MICROWAVEs. LG Soft India the innovation wing of LG Electronics in Bangalore is LG Electronics' largest R&D centre outside Korea. The said money will be used to market as well as manufacture new products. informed that its sales of GSM mobile phones. Moon Bum Shin. Prominent consumer electronic company. Motivated by a passion for technology. As per Shin's estimate. LG Electronics. The exercise will cost the company Rs 360 crore. LG Electronics Inc. which is originally a South Korean Company with branch in India. We at LGSI focus on niche technology areas such as mobile application development. LGEIL is celebrating the 11th anniversary this year.

The Indian branch of LG exports to 40 countries. India churns out six (6) per cent of LG Electronics global revenues of $42 billion. Shin said LG Electronics will concentrate on catering to the high-end consumer market which will help boost sales this year. In order to achieve its target.would be around 110 billion rupees. .

Panasonic entered in 1995 in India). 2. 5. 3. by sponsoring the 1999 world cup followed it up in 2003 as . Compitition from local market players and other MNCs in consumer durable segment.INDIA CHALLENGES The challenges faced by LG when entered in Indian market 1. Low brand awareness about LG in India. High import duty 4. 2. Price sensitiveness of the Indian consumer LGEI over comes these challenges to emerge as Innovative marketing strategy 1. LG was the first brand to enter in cricket in big way a way. One of the last MNCs entered in India (Samsung. Launch new technologies in consumer electronic and home appliances.

This has helped LGEI to reduce cost. CTV has “Golden eye technology” Air conditioner has “Health air system” and microwave ovens have the “Health wave system”. LG has differentiated its product using technology and health benefits. Local and efficient manufacturing to reduce the cost To overcome high import duties LG manufactures TV refrigerator in India at manufacturing facility at Noida and . Both the unit carry out R&D department for the domestic as . LGEI had already commissioned contract manufacturing at Mohali Kolkata and Bhopal for CTVs. LG invested more then US$ 8 million on advertising and marketing in this sport. 3. LG brought in four captains of the Indian cricket team to endorse its products. R&D potential LG has the research and development facilities in Bangalore and .well. LGEI implementing the “Digital manufacturing system” (DMS) as the cost cutting innovation this system is follow-up to the six sigma exercise LGEI had initiate earlier. 4.

LG has adopted the regional distribution channel in India. Introduced the low-priced “Cineplus” and “Sampooma” for the rural market. C. D. This has resulted in quicker rotation of the stock and better penetration into B. All the distributers work directly with the company. LG also follows the stock rotation policy rather then dumping stock on channel partners. Regional channel and wide distribution network 1. Product localization:1. LG came out with Hindi and regional language menus on its TVs. 2. 4. Product localization is the key strategy used by the LG 2.well as the parent company it also dose customize R&D for the specific countries to which it export product. 3. LG was the first brand to introduce gaming in TVs in continuations of its association with cricket LG introduce cricket game in CTVs . class market.

Microwave ovens and many other home appliances. Italy.COMPANY PROFILE Brief Profile The Videocon group emerges as a USD 2. Display industry and its components With the Thomson acquisition Videocon has emerged as one of the largest Colour Picture tube manufacturers in the world operating in Mexico. Refrigerators. extra slim CPT and High Definition 16:9 format CPT. Home Appliances & Compressor manufacturing in India We enjoy a pre-eminent position in terms of sales and customer satisfaction in many of our consumer products like Colour MICROWAVEs.5 Billion global conglomerate continuing to set trends in every sphere of its activities from a conference room sized assembly line in 1979. . Our compressor manufacturing technology in Bangalore further supports refrigerator manufacturing.continuing to lead through new innovative technologies like slim CPT. CRT glass 4. Oil and gas Consumer Electronics. Poland and China. Today the group operates through 4 key sectors: 1. Air Conditioners. Washing Machines. selling them through a Multi-Brand strategy with the largest sales and service network in India. Consumer durable 2. Thomson CPT 3.

Videocon will leverage on this synergy after the Thomson acquisition to internally source glass for its CPT manufacturing increasing efficiencies and lowering costs. .Colour Picture Tube Glass Videocon is one of the largest CPT Glass manufacturers in the world with a high level of experience and technical expertise operating through Poland and India.

spontaneity and improvisation that is flexible enough for scenarios both imaginable and unimaginable. Videocon is able to exceed expectations. but also of intermediate processes and principals. innovative products. “To delight and deliver beyond expectation…”: the end This segment not only underlines the importance of the ultimate goal – customer satisfaction (‘delight’) and ultimate target .Vision & Mission Videocon’s mission: a reflection of continuity and change Videocon’s mission expression has been crafted to envelope both extant and emerging realities: “To delight and deliver beyond expectation through ingenious strategy. Thus. insightful marketing and inspired thinking about the future. or sometimes changes the rules of the game. As a result of its focus on developing loyal customers and reliable associates.” A breakdown of the statement above reveals a ‘means and end’ approach. which have contributed to building a robust. Although textbook strategy has its uses. there is a need for a bounded rationality. “…Through ingenious strategy…”: the means In the cutthroat world of today. . dependable Videocon value chain (‘deliver’). reproducing it in verbatim for the real world would be foolish because of the absence of textbook conditions. Videocon’s ingenious manoeuvres are actually flexi-strategy that abstracts from shifting ground conditions and decides game plans. intrepid entrepreneurship. it is only by taking recourse to advance planning and strategy that a business can hope to survive. where the end is articulated at the beginning with the means linked to it.the customer. improved technology.

This is because a continuous stream of innovative products excites the market and enhances brand recall. it has become the bare minimum in recent years. Videocon is extremely vigilant in shunting out dated technology and replacing it with the best-in-class offers of the times. “…Innovative products…” Product development. especially on the domestic front . lower the number of players likely to be active in that field . “…Improved technology…” Technology is no more a premium input. Videocon’s foray into oil and gas is a bold and intrepid endeavour that arises from immense faith on the surefooted competence of the company’s in-house managerial talent. This is because higher the obstacles.STRATEGY IN INDIA “…Intrepid entrepreneurship…”: An enterprise with the odds stacked against it makes great business sense. The only requirement is a bold and confident attitude willing to brave the odds. innovation and customisation are the tools Videocon uses to stay ahead of the competition. fetching extraordinary returns.thus. A strategy that Videocon banks on a lot. Rapid advances have only fuelled this phenomenon.

“…Inspired thinking about the future. Videocon extrapolates future trends on the basis of current changes in technology and preferences as well as sheer gut feel . This means that those with deeper insights into the elusive mind of the buyer are likely to dominate. but not doing anything about it is fraught with grave risk. Videocon is reinforcing marketing strengths to read better the pulse of the market and help create products that map perfectly into customer preferences.“…Insightful marketing…” The market share battle scene has long shifted from technology and processes to the psyche of the customer. .” The future is unpredictable.

the Haier Group has obtained 6.The Haier Group is China’s largest home appliance brand and one of the world’s leading white goods home appliance manufacturers. Listed on the Shanghai Stock Exchange  Business Scope: Technology research o Product development and manufacturing Trade o Financial services .189 patented technology certificates and 589 software intellectual property rights. Shandong Province. Ltd.100 different specifications under 96 categories. Ltd. Shandong Province.. listed on the Hong Kong Stock Exchange Qingdao Haier Co.4 billion  Average annual growth of 68% between 1984 and 2005  No.  Headquarters: Qingdao. By April 2006. Haier is the official Home Appliances Sponsor of the Beijing 2008 Olympic Games. Haier products are sold in over 100 countries.. China  Employees: Over 50. Haier was founded in 1984 in Qingdao. of Subsidiaries Over 240  Listed Subsidiaries: Haier Electronics Group Co.000 worldwide  Financial Information: Haier’s global revenue in 2005 reached RMB 103. China and manufactures home appliances in over 15.

 Global Presence:     Trading Companies: 64 Design Centers: 8 Industrial Complexes: 15 Sales Network: Over 58. Yang Mianmian Vice Chairman: Mr. Zhang Ruimin President: Ms. Wu Kesong  Recognition:  Ranked 86th among the world’s 500 Most Influential Brands by World Brand Lab in 2006. Only Chinese brand to be ranked in top 100 for three consecutive years  Ranked 1st among Chinese brands with the most potential by Glebors Global Financial Reports of Canada.000  Board of Directors    Chairman and CEO: Mr. 2006  Ranked 1st among China’s Top 10 Global Brands by the Financial Times in 2005  Ranked 1st among China’s Top 10 Global Brands by China State Bureau of Quality and Technical Supervision (CSBTS) for refrigerators and washing machines in 2005  CEO Zhang Ruimin ranked 6th among Asia’s 25 Most Powerful People in Business by Fortune magazine in 2004 .

PRC. Haier Electronics Group Co.The Haier Group was founded in 1984 with headquarters in Qingdao. today it is one of the world’s leading white goods home appliance manufacturers. Haier products are now sold in over 100 countries around the globe. washing machines. mobile phones.189 patented technology certificates and 589 software intellectual property rights. is listed on the Main Board of the Stock Exchange of Hong Kong. On 12 August. (SHA: 600690). trade and financial services. water heaters. DVD players and integrated furniture. By April 2006. Haier manufactures home appliances in over 15. Haier signed an agreement with Beijing Organizing Committee for the Olympic Games (BOCOG) in Qingdao to become the official sponsor of the 2008 Beijing Olympic Games for white goods home appliances. Unmatched Home Appliance Product Offerings Haier’s product categories range from refrigerators. also a Haier subsidiary. This clearly demonstrates Haier’s world-class innovation capabilities in product R&D. The global revenue of Haier for 2005 was RMB 103. Qingdao Haier Co. In 1984.000 employees throughout the world. the Haier Group has obtained 6. . Haier’s focused industries include technology research. Under the leadership of Chairman and CEO Zhang Ruimin. and 3 are ranked among the top 3 worldwide in their respective industries. plants and trading companies and over 50. Ltd. 2005. air conditioners. a subsidiary of Haier Group. Ltd. among which 9 are ranked market leaders in China. is listed on the Shanghai Stock Exchange. manufacturing. (HKG: 1169). refrigerating cabinets. computers. Haier has over 240 subsidiary companies. digitalization and large scale integrated circuits. home theatre systems.100 different specifications under 96 categories. Haier is also a world leader in the technology domains of intelligent integrated home furniture. Haier produced only a single model of refrigerator. Shandong Province.4 billion. MICROWAVEs. over 110 design centers. Haier’s proposal for safe care water heater technology initiative was accepted at the 66th IEC Conference in 2002 and Haier dual drive washing machine technology was included in the 2006 IEC standard proposal.. networked home appliances..

GLOBAL BRANDING STRATEGY Haier’s global branding strategy aims at positioning the company as a local brand in different world markets in conjunction with enhanced product competitiveness and strong corporate operations. In China. Jordan and Nigeria. Haier has established 15 industrial complexes.000 sales agents worldwide.refrigerators. Haier’s innovative management principles. Haier’s international business framework encompasses a global network of design.have over 30% market share. Today. such as Haier’s OEC management model. procurement. Haier has set up production facilities and plants in the USA. production. “market-chain” management and “individual goal combination” – a system of assigning incentives-based responsibility to staff to ensure the quality of products delivered to their customers – have gained high recognition among international management institutes. In overseas markets. 30 overseas production factories and bases. distribution and after-sale services. refrigerating cabinets. Haier’s 4 leading product categories . Haier products are available in 12 of the top 15 chain stores in Europe and 10 leading chain stores in the USA. Haier business case studies are included in the text books of Harvard University. air conditioners and washing machines . Haier is now approaching its goal of being “local” in American and European markets via localized design. European Business College and Kobe University. manufacturing and sales processes. Pakistan. Italy. In addition. 8 design centers and over 58. Lausanne Management College. University of Southern California. .

PC-Richard. Haier’s service system runs throughout the production process from product design. Costco. BrandsMart and Target • Japan: Cooperation with TOP 10 retailers. KOJIMA and JUSCO • Europe: Cooperation with KESA. production. In addition to high quality home appliances. Haier provides a one-stop star service to its customers. SEARS. YAMADA. to pre-sale. Media Market and Carrefour .000 domestic professional service suppliers to deliver timely customized service.g. Haier is also focused on offering best-ofbreed service solutions to its customers. Best Buy. under sales and after sales service. 1 for customer satisfaction and overall satisfaction. Wal-Mart. Since 2002. Sam's. Partners Haier has established an extensive sales network around the globe. Lowe's. 8 of Haier’s product categories were ranked No. Haier has successfully established a network of over 5.Services With the concept of “customers as the foundation of growth”. HOME DEPOT.g. manufacturing. Key partners in perspective markets include: • China: Strategic alliance with Suning and Gome chain stores • America: Cooperation with TOP 10 retailers. In a joint survey conducted by the China Consumer Association and the China Enterprise Research Centre of Tsinghua University on China’s domestic durable commodities for 2003 and 2004. e. e.

OBJECTIVES OF THE PROJECT  To find number of brands of consumer durable  To study brand preference of consumer for consumer durable goods.. .  To study profit margin of major brands in consumer durable.  To find most important parameter for selection of brand of MICROWAVE.

it is impossible to complete the project and reach to any conclusion. and focus market changes. Research design specifies methods and procedures for study. and strategy of investigation conceived as to obtain answers to research questions and to control variance. research methodology is the way to systematically solve the research problem. Research methodology not only talks of the methods but also logic behind the methods used in the context of a research study and it explains why a particular method has been used in the preference of the other methods Research design Research design is important primarily because of the increased complexity in the market as well as marketing approaches available to the researchers. In this study the company was interested to know the demand of different . The project was based on the survey plan. The main objective of survey was to collect appropriate data.RESEARCH METHODOLOGY Research methodology is considered as the nerve of the project. It is an important tool to study buyer’s behavior. Without a proper wellorganized research plan. which work as a base for drawing conclusion and getting result. consumption pattern. A research design specifies the methods and procedures for conducting a particular study. In fact. conceptual structure. According to Kerlinger. it is the key to the evolution of successful marketing strategies and programmers. brand loyalty. Therefore. “Research Design is a plan.

consumer durable product. secondary data was also required. about competitors. These data were collected from various past studies and other sources of the company. However it was exclusively personal interview. SAMPLING METHOD Random Sampling method SAMPLE SIZE 100 Dealers Research tools: Questionnaires RESEARCH AREA SAGAR DISTRICT- . Primary Data: These data were collected by personal interview with retailers/ dealer. For this purpose questionnaires were prepared in such that all necessary data would be collected. Data Collection: This report was prepared after collecting data from the retailers/ dealers and past data was arranged from the various studies conducted in last few years and various other records of company. and potential for tv industry procedures to be used for the study among retailers/dealer and. Secondary Data: Information regarding the project.

Collected the data of actual monthly sale of the tv product in few shop. Calculated the display share of the tv product in shop. 2. Checked whether demo calls were attended or not .SCOPE OF THE STUDY This project gives us great exposure to the consumer durable market because it includes product knowledge and field survey job in which we visited the consumer durable stores in SAGAR district. 3 Found out the problems that the dealer were facing while selling the different product. 5. 4. While visiting the shops we 1. Found out the customer response for different products by asking the owner of the shop.

6 million in 2000.Scope 1. India has the youngest population amongst the major countries. 4. In term of purchasing power parity (PPP). The upper-middle and high-income household in urban areas were expected to grew to 38. who were earning us$4. Indian consumer durable market is expected to reach $450 billion by on 2010 3. .400-US$21. India is the 4th largest economy in the world and overtake Japan in the near future become the 3rd largest. 5. 2.2 million in 2007 as against 14. There were 56 million people in middle class. And there were 6 million rich household in India. There were lot of people in the different income categories nearly the two third population is below the age of 35 and nearly 50% is below 25.800 a year.

China and from other Asian countries.e. Increase in income level. Cheap imports from Singapore. . Higher import duties on row materials. Rapid urbanization. increase in purchasing power of consumers. 3. THREATS 1.OPPORTUNITY 1. Unexploited rural market. 4. compared to other 2. 2. In India the penetration level of white goods is lower as developing countries. i. 5. Easy availability of finance.

LIMITATION OF STUDY Although I tried my best in preparation of this project. .Visiting various places for the study consumed a lot of time. 3. policies and sales figure were not disclosed by the competitors.The period of the project was not sufficient to study all the factors in deep. but this study has some limitation: 1. 5. credit period.Many consumer and dealers/retailers showed less interest in providing information and haven’t cooperated.Some of confidential information viz. 4.We cannot say that what the consumer have revealed will be right for each and every situation because their perception is influenced by many factors. 2. schemes.

trade policies. shareholders.THEORETICAL BACKGROUND OF THE STUDY Scope of market research in view of modern global business. The competition is more vigorous. and macroeconomic savings – investment issues. Other knowledge demands have arisen from problems with mergers. During the last two decades. with many business downsizing to make competitive gains. Business research courses are a recognition that students in business. customers. Workers. The trend toward complexity has increased the risks associated with business decisions. explosive technology growth. and continuing innovations in global communications. Research methods provide you with the knowledge and skills you need to solve the problems and meet the challenges of a fast-paced decision-making environment. and public organizations – in all functional areas – need training in the scientific method and its application to decision making. we have witnessed dramatic changes in the business environment. Emerging from a historically economic role. Two factors stimulate an interest in more scientific decision making: (1) the manager’s increased need for more and better information and (2) the availability of improved techniques and tools to meet this need. the business organization has evolved in response to the social and political mandates of national public policy. . These changes have created new knowledge needs for the manager. technology transfers. not-for-profit. protected markets. and the public are better informed and more sensitive to their self-interest. Increased complexity means there are more variables to consider. making it more important to have a sound information base.

you will need to be equipped with an understanding of scientific methods and a means of incorporating them into decision making. Internal Sources Internal sources of organizational data are so varied that it is difficult to provide generalizations about their use. Research and development. increase in the number and power of the tools to conduct research. As the complexity of the business environment has increased. Communication and measurement techniques have also been enhanced. planning. This book addresses these needs. ta sources may be classified as either internal (organizational) or external sources of information. Each of these factors demands that managers have more and better information upon which to base decisions. We have begun to build better theories. production . To do well in such an environment. there has been a commensurate. sources of collection of primary and secondary data for market research. There is vastly more knowledge in all fields of management. and marketing functions also contribute. Accounting and management information systems create and store much of the internal data. New techniques of quantitative analysis take advantage of this power. Examples are departmental reports.Government continues to show concern with all aspects of society. These trends reinforce each other and are having a massive impact on business management. The computer has given us a quantum leap in the ability to deal with problems. You will need to know how to identify good research and how to conduct it.

although other sources of information may be useful. or departmental secretaries can help in pinpointing critical data sources. Systematic searches should be made through exploratory interviews with everyone who handles the information. A second group includes university publications. They are composed of interrelated data files. each a compendium of a range of information. There are also better defined methods for finding them. In other organizations. in computer database. of which . Published sources of data can be classified into five categories.. Sometimes the information may exist in central files (i. The collection methods used are unique to the specific situation. or in departmental chronological files. Access may be through online search or CD-ROM. Internal data sources may be the only source of information for many studies. External Sources External sources are created outside the organization and are more varied than internal sources. MIS. at headquarters).summaries. Within this category there are many reference books. Major source of published information consists of diverse materials from special collections. financial and accounting reports. Online databases are often specialized and focus on information about a particular field. The files are sets of records grouped together for storage on some medium. a central library keeps all relevant information. The newest and fastest growing one is computerized database. PR/communications.e. This discussion is restricted to published sources. and collection success depends on knowing just where and how to look. and marketing and sales studies. Often company librarians.

professional and other associations. product specifications. These organizations often publish statistical compilation. research report. doctoral dissertations. and proceeding of meeting. and research records. company policy statements. sales literature. A third group includes company publications such as financial reports. There are miscellaneous information sources consisting of the productions of various trade.there are master’s theses. . and many others. speeches by prominent executives.

DATA ANALYSIS AND INTERPRETATION Table No. 1 NO. 86 dealers were sold only SAMSUNG.56 dealers were sold . No.and MOST OF THEM SOLD ALL and 92 dealers were sold all product.1 Sr. 67 dealers were sold PHILIPS and LG. 1 2 3 4 Number of company’s product sold by dealers. OF RESPONDENTS 86 67 56 92 301 Source:. .Survey Graph No. OF RESPONDENTS INTERPRETATION:According to survey. PRODUCT SAMSUNG PHILIPS LG ABOVE ALL TOTAL NO. OF RESPONDENTS 100 90 80 70 60 50 40 30 20 10 0 NO.

34 dealers were sold only 2 brands from their shops. NO. 33 dealers were sold 5 brands. OF COMPANIES PRODUCT 40 35 30 25 20 15 10 5 0 FIVE FOUR THREE TWO NO. of company’s product sold from dealer’s shop.Table no. 2 shows no. Sr. OF RESPONDENTS 33 24 9 34 100 Source:. 2 NO. OF RESPONDENTS INTERPRETATIONAccording to survey.Survey Graph No. . OF COMPANIES PRODUCT FIVE FOUR THREE TWO TOTAL NO. 1 2 3 4 NO.

. MAJOR BRAND OF COLOUR TELEVISION LG VIDEOCON SAMSUNG SANSUI ONIDA 9% 11% 18% 23% 39% INTERPRETATIONAccording to dealers.Survey :3 Graph No. OF RESPONDENTS 39 23 18 11 9 100 PERCENTAGE 39 23 18 11 9 100 Source:. Sr.Table No. NO. in SAGAR district LG is leading in C-TV with 39%.3 Shows Major brand of C-TV sold by dealers. after that VIDEOCON is 2nd with 23% and then SAMSUNG is on 3rd with 18%. 1 2 3 4 5 BRAND LG VIDEOCON SAMSUNG SANSUI ONIDA TOTAL NO.

Survey Graph No. Services. Price is most important parameter for more sale of C-TV and then Quality. OF RESPONDENTS 28 30 17 15 10 100 PERCENTAGE 28 30 17 15 10 100 Source:. Advertisement and Schemes.Table No. OF RESPONDENTS 1 Price 2 Quality 3 Service 4 Advertisement 5 Schemes 10% 15% 28% 17% 30% INTERPRETATIONAccording to dealers. NO.4 Most important parameter for more sale of C-TV Sr.4 NO. 1 2 3 4 5 REASONS FOR MORE SALES Price Quality Service Advertisement Schemes TOTAL NO. .

Table No. OF RESPONDENTS 22 13 9 12 PERCENTAGE 22 13 9 12 Source:.Survey Graph No. NO 1 2 3 4 BRAND LG VIDEOCON SAMSUNG GODREJ NO. Sr. LG also leading in the LCD TV market in SAGAR district with 22%. . 5 shows the major brands of LCD TV sold by dealers. 5 MAJOR BRANDS OF LCD TV 9% 16% 22% 13% 19% 12% 9% INTERPRETATIONAccording to dealers. .

1 2 3 4 5 REASONS FOR MORE SALES Price Quality Service Advertisement Schemes TOTAL NO. . :.6 shows most important parameter for more sale of LCD TV Sr. OF RESPONDENTS 1 Price 2 Quality 3 Service 4 Advertisement 5 Schemes 9% 13% 27% 19% 32% INTERPRETATIONAccording to dealers. most important parameter for more sale of LCD TV is Quality and then Price.Table No. NO.6 NO. OF RESPONDENTS 27 32 19 13 9 100 PERCENTAGE 27 32 19 13 9 100 Source:-Survey Graph No. Services. Advertisement and Schemes.

after that ONIDA with 15% and VIDEOCON with 13% on 3rd position. OF RESPONDENTS 11 13 10 15 22 12 8 9 100 PERCENTAGE 11 13 10 15 22 12 8 9 100 Source:-Survey Graph No. 1 2 3 4 5 6 7 8 BRAND LG VIDEOCON SAMSUNG ONIDA PHILIPS SANSUI SONY INTEX TOTAL NO. C O N S U N G O N ID A P H IL IP S S AN SU I S O N Y IN TE X BRANDS EO LG . Sr. NO.7 shows Major brands of DVD sold by dealers. OF RESPONDENTS 22 ID V S AM INTERPRETATIONAccording to dealers. :. OF RESPONDENTS 25 20 15 10 5 0 11 13 10 15 12 8 9 NO.Table No. PHILIPS is the most popular brand in DVD market with 22%.9 MAJOR BRAND OF DVD NO.

Table No.8 shows most important parameter for more sales of DVD

Sr. NO. 1 2 3 4 5

REASONS FOR MORE SALES Price Quality Service Advertisement Schemes TOTAL

NO. OF RESPONDENTS 21 42 17 8 12 100

PERCENTAGE 21 42 17 8 12 100 Source:- Survey

Graph No. 10

1 Price 2 Quality 3 Service 4 Advertisement 5 Schemes

12% 8% 17%



INTERPRETATIONAccording to dealers, Quality is major factor in respect of more sale of DVD, and then Services and prices were to be considered.

Table NO.9 shows High Profit margin brands

Sr. No. 1 2 3 4 5 6 7 8


NO. OF RESPONDENTS 21 18 16 13 11 9 7 5 100

PERCENTAGE 21 18 16 13 11 9 7 5 100 Source:- Survey

Graph No.13

25 20 15 NO. OF RESPONDENTS 10 5 0




INTERPRETATIONAccording to dealers, in Indian consumer durable industry LG is leading company because of their low pricing policy and the better quality of product. SAMSUNG is on 2nd position, if SAMSUNG will change their pricing policy like LG and VIDEOCON then SAMSUNG should be on 1st position.








Table No.14 shows Suggestion from dealers for SAMSUNG to increase the business

Sr. No. 1 2 3 4 5 6


NO. OF RESPONDENTS 31 21 15 13 10 9 100 Source:- Survey

Graph No.14
35 30 25 20 15 10 5 Series1 Series2 Series3 Series4 Series5 Series6 Series7














INTERPRETATIONAccording to suggestion of dealers, AFTER SALES SERVICE is most important factor which is helping to the SAMSUNG for increase the sales. After that PRICES OF THE PRODUCT should be economic. DEALER MARGIN should increase for motivation of dealers.


1. We came to know while visiting the shop most of the dealers sold entire consumer tv product including C-TV, LCD ,LED,PLASMA ETC.

2. We know that during the survey in consumer durable industry in SAGAR district and rural area of SAGAR district LG is leading in MICROWAVE,

3. Study shows that quality is most important parameter for more sale of MICROWAVE and then price is considered by consumers.

4. Study shows that quality of the product is most important parameter for tv then price is considered by consumers.

5. While visiting the shop we came to know that quality is most important parameter which is affect on more sales of LED TVs.

6. According to Survey, Philips is most popular brand for DVD.

8. While visiting the shop we know that LG is gives high profit margin as compare to other competitors.

9. While visiting the shop dealers suggested that after sales service is most important factor which contributes towards the sales of Consumer durables.

10. All the dealers were not satisfied with the profit margin.

. 12.11. 16. We came to know while visiting the shops that there was big problem of after sales service.s 15. Sales promotion scheme were sufficient. Many dealers were facing the problem of after sale service because there is no follow up calls from SAMSUNG. Advertising of SAMSUNG CTV is more effective as compare to the competitors. 13. 18. 14. SAMSUNG product is costly as compare to LG and VIDEOCON. LG and Videocon is the main competitor of SAMSUNG. Demo calls also not done properly. 17. Maximum rural area is covered by the VIDEOCON because of their low price products.

t-shirts for making brand popular among people. .  Company should introduce low price and low power consumption TVs for acquiring the middle income group.   Company should target upper middle class or premium class customers.  Company should distribute free key chain. reduces their product price like LG and VIDEOCON then SAMSUNG will take over the LG in all categories. Company should introduce low cost products to satisfy the needs of low or middle class.  If the SAMSUNG Ltd.SUGGESTIONS &RECOMANDETION  Company should improve the after sales service of products as it is the main factor for the sales of consumer products. To make consumers aware about the product. calendar.  Dealer desire more advertisement to be done through local newspaper and cable TV ads.  Demo calls as well as follow up Help Company to maintain customer relationship and hence the company should focus on these aspects.   Prompt of service in time. Advertisements of the company’s products should focus on quality rather then price.

 With few more concerted efforts. the said organization needs to enter the rural market in order to completely establish itself all over. . the company has definitely entrenched into the urban market.CONCLUSION  With respect to the above study and the findings thereby.

Name of shop: Address: Contact no. of company’s product you sold from your shop? □ONE_______________________________________________ □TWO_______________________________________________ □THREE_____________________________________________ □FOUR______________________________________________ □FIVE_______________________________________________ □SIX________________________________________________ 3) Which is major brand of Colour-MICROWAVE you sold from your shop? □SAMSUNG □LG □ Videocon □ Onida □ Sansui 4) What is the important parameter for more sales of Colour-MICROWAVE brand? □Price □ Quality □ Services □ Advertisement □ Schemes 5) Which is major brand of Refrigerator you sold from your shop? □ Godrej □ Whirlpool □ Kenstar □ SAMSUNG □ Videocon □ Kelvinator □ LG 6) What is the important parameter for more sales of Refrigerator brand? □ Price □ Quality □ Services □ Advertisement □Schemes .: 1) Which is consumer durable product you sold from your shop? □C-TV □Refrigerator □Washing Machine □DVD □Microwave 2) How many no.ANNEXURE A. Questionnaire Study of Consumer Durable Market for SAMSUNG Electronics Ltd. With Special reference To SAGAR district.

7) Which is major brand of Washing Machine you sold from your shop? □ IFB □ Whirlpool □ Kenstar □ LG □ SAMSUNG □ Videocon □ Kelvinator □ Godrej 8) What is the important parameter for more sales of Washing Machine brand? □ Price □ Quality □ Services □ Advertisement □ Schemes 9) Which is major brand of DVD you sold from your shop? □SAMSUNG □ LG □ Videocon □ Onida □ Sansui □ Philips □ Intex □SONY 10) What is the important parameter for more sales of DVD brand? □ Price □ Quality □ Services □ Advertisement □ Schemes 11) Which is major brand of Microwave you sold from your shop? □SAMSUNG □ LG □ Videocon □ Kenstar □ Godrej □ Philips □ Bajaj □SONY 12) What is the important parameter for more sales of Microwave brand? □Price □ Quality □ Services □ Advertisement □ Schemes 13) Which company’s product you give high profit margin? □SAMSUNG □LG □VIDEOCON □SONY □WHIRLPOOL □GODREJ □PHILIPS □KENSTAR 14) What are your suggestions for SAMSUNG to increase the sales? _________________________________________________________________ __________________________________________________________________ .

G. : : : : : Marketing Management Essentials of Marketing Research Research Methodology Marketing Management Leslie Lazar Kaunk Magazines  Business world  Company’s Booklet Websites  www.A. Sherlerkar S.videocon.google.samsung.com  www.com Newspaper  Times of India  Economic Times .R. Schiff man Leon.lgelectronics.A.com  www.BIBLIOGRAPHY REFERENCES BOOKS:Kottler Philip Chunawall S.com  www. Kothari C.

Sign up to vote on this title
UsefulNot useful

Master Your Semester with Scribd & The New York Times

Special offer for students: Only $4.99/month.

Master Your Semester with a Special Offer from Scribd & The New York Times

Cancel anytime.