MARKET SURVEY REPORT ON SAMSUNG ELECTRONICS

SUBMITTED IN PARTIAL FULFILMENT FOR THE REQUIREMENTS FOR THE AWARD OF THE DEGREE OF MASTER IN BUSINESS ADMINISTRATION

Submitted to:
Lec. ASWANI MALHOTRA ASBM

Submitted by:
NITIN RANA MBA 4TH AEMB0086B/09
DEPAR TMENT OF MANAG EMENT

ARNI SCHOOL OF BUSINESS MANAGEMENT (ARNI UNIVERSITY) .

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DECLARATION I Nitin Rana Roll No.ID AEM B0086 B/09 .

B. A seminar presentation of the project Report was made on by me only and the suggestions as approved by the faculty were duly incorporated. . Final year (4th semester) of Arni School of Business Management hereby declare that the final project report entitled “Market Survey Report On Samsung Electronics” is an original work and the same has not been submitted to any other University/Organization for the award of any other degree.M.A.

Signature of the Candidate Presentation In charge (Faculty) Countersigned Director/Dean/Coordinator Seal .

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Practic al trainin PREFACE g is an import .

ant part of management courses. trainin g expose . Theoretical studies are not sufficient Practic to get into corporate world and understand the complexities of large.al scale organizations.

It also exposes students to the treasures of experience. I deem it privile ge to have .s us to real practices of management in the organization. knowledge and learning which prerequisites of making a successful career are.

undergone this project. N RANA ) . I found my project very interesting and challenging. I acknowledge that the practical training that I (NITI got from this cannot be gained otherwise.

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It is certifi CERTIFICATE ed the .

project work entitled “ Market Survey Report On Samsung has Electronics” done by Nitin Rana to be submitted to ABSM in Partial fulfillment of the requirement of the award of the degree of MASTER OF BUSINESS ADMINISTRATION (MARKETING) .

ABSM . PROJECT G Mr. Ashwan Lect.been carried out under my guidance and supervision.

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ACKNOWLEDGEMENT My efforts to conduc t survey on SAMS UNG .

seniorsstep and classmates for each and every aspect of survey. I congratulate all the wise concerned dealers of SAMSUNG INDIA for their excellent support insolutio compiling and bring out needed data/information which wasns to authenticated. Iatic could put my best even in far flung areas of Kangra and Chamba districtsand due to encouragement and continuous guidance of my teachers.Aswani Malhotra Were not with me. They (dealers)various extend all possible cooperation to provide available references. could have gone in vainsystem if blessing of my project manager Mr.proble . easy to understand and ready to apply.INDIA’S counter display and product image etc.

Last but not the least I thank all those consumers of brand SAMSUNG M.B. constructive suggestions for future improvements are gratefullyNitin Rana acknowledged.ms being faced by them.A. Updated information’s regarding competitors. . INDIA who facilitate me by telling threats. weakness and opportunities of4th various products without any hesitations and offer solutions to improveSEMES TER product range and to cover different segments of customers.

. Indora(HP).ASBM.

In order to monitorbehavi .the progre ss of differe nt INTRODUCTION brand consu SAMSUNG INDIA has launched product range of different electronicmer’s items with the intention of expending its market share.

or, brand image and market share at dealer level, this survey wasdecora conducted under the guidance and encouragement of Sh. te the This survey was also organized to plan counter display at different levelsoutlets. to check product wise competition with other companies involved in theSurvey same business. Through this survey company may know the product may positioning and can push slow moving products, create brand shifts,produc enhances brand visibility at the outlet and get feedback from the market. e This survey also had objective to know dealer’s position in markets and tooutcom offer them schemes, display, advertisement and sales materials toe with

provision of model outlet to retailers to remain attractive towards brandThe to a greater extent. Winning customer through obtaining approvals,survey recommendation, brand pull and trade push were some other integralremain part of this survey to serve company in territories with varying potentialed very and geographical size. Besides this survey was a greater usage to knowgoods the unethical practices, vertical/horizontal channel conflicts withthroug competitors. h the period as fair

proportion of population comprised of young trendy males, choosy orthodox females and energetic, enthusiastic youth were come in contact that provide very good test market too.

South Korea.electroni EXECUTIVE SUMMARY cs producin I have imparted my summer training under Samsung India Electronics Pvt. It is public company and its headquarters is Seoul. Ltd. Lee Byung-chullike Flat (1910-1987). Samsung . (Chandigarh g many branch office). Its founder was Mr. It was a great experience to me for doing training in well reputed company. products Samsung electronics comes into existence in 1969.

CTV, LCD, Semi automatic washing machines, fully automatic washing machines,Punjab & microwaves, A.C’s and many more. Samsung Electronics carry its business in India throughHimacha the following Dealers Network. This includes Chandigarh, Diu, Daman, Dadar & Nagarl Pradesh Haveli, Lakshadweep, and Andaman & Nicobar Islands. This Chandigarh Branch Office is and one also one of the Dealers Network in India and also comes under India Branch Offices. ThreeUT is States and one UT come under this Chandigarh Branch. These three states are Jammu, Chandig

arh. This Chandigarh Branch is being headed by Mr. Sanjay Bhatt who is branchOBJECT manager.There is proper marketing network of Samsung. The goods are being dispatched toIVES – the Distributors and Direct Dealers. Then Distributor would forward goods to the Sub Dealers according to his requirements. And then these Distributors, Direct Dealers and Subobjective: Dealers would sell goods to the Customers from their outlets.
Primary

 To know the present Market Scenario of Samsung at Kangra and Chamba region of H.P.
Other objectives are as follows: To know the market share of competitor.  To know that which company have maximum emphasis on COUNTER display.  After going through the survey especially in Rural Areas of Kangra and Chamba Districts of Himachal Pradesh SAMSUNG INDIA will be able to:-

• A p p r e c i a t e

• . Get an exposure to plan a sale monitoring system and rearranging product line With consumer attitude. • Alternate approaches to territory planning. • Understand the evaluation criterion for sales tracking.the need and nuances of sales monitoring system. • Understand the issues and problems in territory planning.

Besides it how the Sales behave in relation to in Display of goods in Showrooms with well organized manner and with a combination of different POP/POS. and I was also to find the criteria on the basis of which the dealer display thequantity.SCOPES – different In order to accomplish the objectives of the project I conducted a survey regarding estimatingBranded the dealer’s behaviour regarding Home Appliances & Consume Electronics in HIMACHALSproducts market as how they think of these things. .

In LCD. LG is the During my training I am doing a survey. direct main dealers and sub dealers.The survey was restricted to the Multi-branded and exclusive Showrooms in Kangra andmarket. My survey is restricted to distributors. In dealer survey I found that maximum dealer display the Samsungcompetit Flt ctv in their showroom. In the display of LCD there is very strong competition in Districtsor of . Chamba distt of H.P.

Both cover 31% market. Samsung get the 1st rank. In the sale of frost free Samsungmarket. Sale of Samsung f lat ctv was very cover high in Himachals market. In the display of frost free ref. Now in the sales Samsung again in the top. During my survey I foundcover that many dealer displays direct cool and semi automatic washing machine of Samsunghuge Company in their showroom.Samsung. There is great display of LG fully automatic washing machinesmarket it in the district. Most people prefer Samsung Flat ctv but in sale of LCD Samsung53% and LG are in the top position. .

It will increase the sale of product. When I talked about55% the criteria for the current display many dealer said that there is no reason for display anddealers . that Samsung company has maximum emphasis on POP/POS display.In the sale of direct cool and semi automatic washing machine Samsung cover 42% &45%some say market. LCD.during my survey I found that many dealer thought that there isstock and strong effect of POP/POS display. In the sale of fully automatic there is strong competition. There was also great that demand of microwave. Many dealer thought service.

thought that status of Samsung in display of POP/POS as compare to LG was excellent. During survey I find that there are many extra features in LG products. I give many suggestions which are as follows:- .

Increase margins of dealers. Give POP/POS material to every dealer and distributor for increase the sale.m • • • • More aggressiveness in features of products. There should be some conditions in the replacement of product. Like: company should replace the product with in one o n t h o . Company should guarantee scheme also.

V.f purchasing date. Good schemes should be given to dealers and customers. In the products like LCD there should be improve on picture quality whose screen is more then 40”. • Com b o o ff . newspaper. and magazines. • • • For increase sale proper marketing should be done on T.

ers give to dealers and customers. During my survey I face many limitations which are as follows:• • responding rightly Respondents were reluctant to disclose complete & correct information about themselves and their organization • Most Generally the respondents were busy in their work & were not interested inresponde .

CONCLUSION - .nts were not maintaining proper records of their sale so they information on the bases ofSummer estimation • Training The last but the most important point to that survey was carried throughProject Samsung India Questionnaire and the Questions were based on perception.in But there may be certain aspects not taken into consideration. Most important is positioning.

Brand Loyalty and Brand Awareness regarding products.P for what I have been appointed as a Summer Trainee.Electronics Pvt. A Personal interaction with the Customers and Dealers gave me their perception regarding the Samsung products. I was able to achieve the objective through Market Survey and its analysis in Kangra and Chamba distt of H. was an enriching experience. . Overall it was a great learning experience for me that would help me a lot in future. I also came to know about their Brand Preference. Ltd.

CONTENTS Nos. 1 Headings Introduction of the company A Sam Sam B Sam C Sam D Visio E Key F Sam .

G H I J K L M Samsung electronics product category Samsung electronics dealer network Area sales office Samsung branch office Manufacturing Chandigarh branch network Marketing network 2 3 a) Mar .

b) c) Types of marketing research Marketing research process Introduction to project undertaken a Reasons to choose the project . .

5 b Sampling 4 a b 6 Swo Introduction to data analysis Dealer survey Bibl .

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GRO WIN G .

TO BE THE BEST earn the “Our aim is to gain technological leadership in love the Indian marketplace even as our goal is to and .

” .respect of more and more of our Indian Mr. S.H CEO. consumers.

Samsung West Asia South- .

INTRODUCTION OF THE COMPANY .

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South Korea Mr.1987) Chairman Industry Revenue Net Income Employees : : : : : Mr.4 billion (2008) US$ 10.SAMSUNG GROUP: At A Glance Type Founded In Headquarter Founder : : : : Private 1938 Seoul. Lee Kun-hee Conglomerate US$ 173. Lee Byung-chul (Feb.000 (2008) .7 billion (2008) 276.1910 – Nov.

and in 1987. shipping. it built another $25 million facility in England (Samsung Electronics). Samsung Group later formed several electronics-related divisions. including Samsung Electronics. Lee Byung-Chull’s successor. and merged other operations to concentrate on three industries: electronics. such as Samsung Electron Devices Co. The company did fairly well until the Communist invasion in 1950 which caused great damage to his inventories. Samsung Corning Co. Samsung Electro-Mechanics Co... it built a $25 million plant in New York. in 1980s. In the late 1980s and early 1990s. downsized the company. In 1993 Lee Kun-Hee. in 1984. “By the 1980s Samsung was manufacturing. it built a television assembly plant in Portugal. Ltd. and grouped them together under Samsung Electronics Co. securities. and department store. In 1953. the company’s assets had grown twenty-fold. engineering. Its first product was a black-and-white television set (Samsung Electronics). one of the world's largest electronics companies. and selling a wide range of appliances and electronic products throughout the world” (Samsung Electronics). In 1982. Lee created a sugar refinery—the South Korea’s first manufacturing facility after the Korean War. In the early 1970s. located in Seoul. and Samsung Semiconductor & Telecommunications Co. It started as a small trading company with forty employees. Lee borrowed money from foreign companies to begin the mass communication industry by launching a radio and television station (Samsung Electronics). Samsung Group is South Korea's largest exporter and is helmed by Chairman Lee Kun-hee. The company started moving into service businesses such as insurance. and chemicals (Samsung Electronics) . The name "Samsung" means "three stars" or "tristar" in Kore Samsung means “three stars” in Korean. He was force to leave and start over in Suwon in 1951. Samsung Electronics invested heavily in research and development.SAMSUNG GROUPThe Samsung Group is a South Korean conglomerate (chaebol) composed of numerous businesses. In just a year.. “The company prospered under Lee’s philosophy of making Samsung the leader in each industry he entered” (Samsung Electronics).. constructing the company as a leader in the global electronics industry.. Lee Byung-Chull founded Samsung in 1938. sold off ten of Samsung Group's subsidiaries. the third son of the founder Lee Byung-chul.

It has spent more than $6 billion since 1998 on marketing. sponsoring the last five Olympics and erecting a large video sign in Times Square in 2002 (Lee kun-hee). In 1995. Samsung is very involved in the Asian Games. and still many more around the globe (Samsung Electronics) .SAMSUNG GROUPSamsung became the largest producer of memory chips in the world in 1992. Samsung has also tried hard to improve its international image. Samsung World Championship. Samsung Running Festival. eventually equalizing its technology to Sony’s. contributing Samsung Nations Cup Riding Competition. it built its first liquid-crystal display screen.

LCD Business. digital media and digital convergence technologies with 2004 parent company sales of US$55. Memory Chips and Thin Film Transistor Liquid Crystal Display Samsung Electronics announced at the start of the 21st century its intention to "become the world's largest electronics company in just 5 years". Business Week also ranked Samsung as #12 in a ranking of the "Top 100 Most Innovative Companies" in a special report published April 24. Samsung Electronics Corporation is the world’s largest producer of Color Monitors. . In August 2005. it merged with Samsung Semiconductor & Communications. Semiconductor Business and Telecommunication Network Business. At the time. the company has of 5 main business units: Digital Appliance Business. By 1981. Samsung Electronics is a global leader in semiconductors. In 2004. calculators. the company had manufactured over 10 million black and white TVs.2Bn and net income of US$10. In 2006 and 2007. the company was one ranking behind Sony and in 2005 overtook Sony as the top consumer electronics brand. telecommunications. Recognized as one of the fastest growing global brands.000 people in over 90 offices in 48 countries. with the January 2007 Brand Finance report ranking the company number 1 in electronics and 32nd overall and Business Week rating Samsung is ranking 20th of global brands. refrigerators. especially in 2003. Color TVs. 113. 2006. Employing approx. Digital Media Business. when it displayed 33% growth in brand value in the Interbrand global brand rankings. Business Week rated Samsung as the Number 1 consumer electronics brand in the world. Samsung was rated one of the top global electronics brands in various reports. this statement was seen as improbable since Samsung was far behind Japanese rivals.3Bn.SAMSUNG ELECTRONICSSamsung Electronics was founded in 1969 in Daegu. air conditioners and washers. In 1988. The company began reporting record profits from the start of the 21st century. South Korea as Samsung Electric Industries originally manufacturing electronic appliances such as TVs. operating in approximately over 100 countries and One of world’s largest Electronics and IT companies.

є Process (є) Mission Business Process Innovation Speed .Networking Recognizing that the ‘digital revolution’ is entering a new phase.VISION &MISSION –SAMSUNG GLOBAL Vision Leading the Digital Convergence Revolution Digital є– Company A Company that Leads the Digital Convergence Revolution through Innovative Digital Products (Digital) & . Samsung Electronics has transformed its operations by putting digital technology at the core. Samsung Electronics creates digital solutions for homes. The company is committed to being a market-driven solutions provider and leader in digital convergence.Simplicity Business Portfolio Restructuring Design – Convergence . mobile users and offices that enable seamless communications facilitate business transactions. With core competencies in semiconductors and CDMA technologies. access to the internet and offer digital entertainment .

2% Monitor DVD player Digital Camera Digital Camcorde 15% r Printer MP3 Player CDMA Mobile Phone Mobile Phone 12. Telecommunications and Information Technology in the World MarketProduct TV LCD TV Market Share 11.1% 21% 14% 13% 3rd 2nd 3rd 1st 3rd 5th Pocket PC 7.4% .2% 13. Consumer Electronics.2% Rank 1st 1st 3rd 1st 2nd 4th Plasma TV 15.KEY PRODUCTS-GLOBAL MARKET SHAREThis table is showing the market share of different Products of Home Appliances.2% 11.2% 28.6% 10.

8% 17.wikipedia.2% 6.5% 13.Digital Set Top Box Fax machine Mouse & Keyboard Web cam Portable HDD Blank CD & DVD CCTV Hard Disk Drive Refrigerator Air Conditioner Washing Machine Microwave Ovens Laptop Computer 8.8% 10.7% 12% 3.6% 13.1% 10% 3rd 2nd 3rd 4th 7th 5th 3rd 4th 3rd 2nd 3rd 2nd 4th Source: http://en.1% 10.org/wiki/Samsung .2% 10.1% 18% 11.

Colour Monitors. Colour Monitors and Refrigerators are being exported to Middle East. today enjoys a sales turnover of over US$ 1Bn in just a decade of operations in the country. Ltd. Bangladesh.SAMSUNG IN INDIASamsung India Electronics Pvt. Samsung India is the hub for Samsung’s South West Asia Regional operations. Samsung India has a network of 19 Branch Offices located all over the country. Headquartered in New Delhi. near Delhi. Samsung ‘Made in India’ products like Colour Televisions.. Samsung India which commenced its operations in India in December 1995. The South West Asia Regional Headquarters looks after the Samsung business in Nepal. Maldives and Bhutan besides India. is a 100 per cent owned subsidiary of Samsung Electronics Co. Sri Lanka. with around 18% of its employees working in Research & Development. Samsung India currently employs over 1600 employees. CIS and SAARC countries from its Noida manufacturing complex. (SEC). Ltd. . The Samsung manufacturing complex housing manufacturing facilities for Colour Televisions. Refrigerators and Washing Machines is located at Noida.

SAMSUNG CATAGORIES- ELECTRONICS PRODUCT SAMSUNG ELECTRONICS TELECOMMUNICATIONS INFORMATION TECHNOLOGY HOME APPLIANCES/ CONSUMER ELECTRONICS HA MICROWAVE RFERIGERATOR AIR CONDITIONERS WASHING MACHINES MONITORS HDD CD/DVD ROM CD/DVD WRITER LASER PRINTERS FAX GSM CDMA CE TVs DVD PLAYERS CAMCORDERS AUDIO HOME THEATER MP3 PLAYERS DIGITAL CAMERAS .

Area Sales Offices North Region West Region South Region East Region Jammu Jalandhar Ludhiana Karnal Dehradun Agra Kanpur Varanasi Jodhpur Udaipur Rajkot Baroda Surat Bhopal Jaalpur Nasik Aurngabad Nagpur Thane Kolhapur Goa Hubali Manglore Calicut Trivandrum Madurai Tricky Vijyawada Warangal Vizag ARE A SALE S Patna Siliguri OFFI Asansol CES- Jamshedpur . Lakshadweep. Dadar & Nagar Haveli.SAMSUNG ELECTRONICS DEALERS NETWORKSamsung Electronics carry its business in India through the following Dealers Network. This Includes Chandigarh. Daman. Diu. and Andaman & Nicobar Islands.

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These are as follows: • • • • o o • • • o o • • • o o • • • • • • • Chandigarh Haryana (Gurgaon) New Delhi UP (Ghaziabad) (Lucknow) Rajasthan (Jaipur) Gujrat (Ahmedabad) Maharashtra (Mumbai) (Pune) Karnataka (Bangalore) Kerela ( Cochin) Tamilnadu (Chennai) (Coimbatore) Andhra Pardesh (Hyderabad) Orissa (Bhubneshwar) Chattisgarh (Raipur) MP (Indore) West Bengal (Kolkata) Jharkhand (Ranchi) Assam (Guwahati) .SAMSUNG BRANCH OFFICESThese are 20 Samsung Branch offices all over India through which Samsung carry its business.

4 million DETAILS Curved & Flat TVs CRT & TFT LCD Monitor Frost-free and Conventional Refrigerators Fully Automatic and Semi Automatic Window and Split ACs Source: http://www. Thus.5 million 1. The manufacturing capacities of the Samsung products manufactured in India (as of Year 2004) are: PRODUCT CTV Color Monitor Refrigerator Washing Machine AC CAPACITY 1.5 million 0.com/in/aboutsamsung/samsungindia/manufacturing.MANUFACTURINGSamsung’s state of the art highly automated manufacturing facilities are located at the Company’s sprawling Noida Complex. Enjoying the Number 1 position amongst all Samsung subsidiaries in terms of productivity and having been ranked as the subsidiary with the ‘Best Quality System’.6 million 0. The Company is working with its partners to improve their product quality and processes.htm Samsung India is working with and contributing to the development of the domestic component industry in the country. Samsung India prides itself for its Manufacturing Value Innovation.samsung.5 million 0. Samsung vendors are sent to different Samsung subsidiaries to meet the Samsung overseas vendors in order to benchmark their own .

Punjab & Himachal Pradesh and one UT is Chandigarh MANAGEMENT POLICIESCreative Innovation Challenge – Strengthening value oriented Mgt. Three States and one UT come under this Chandigarh Branch.Processes. Samsung products manufactured in India currently enjoy an average localization level of over 50%. These three states are Jammu. CHANDIGARH BRANCHThis Chandigarh Branch Office is also one of the Dealers Network in India and also comes under India Branch Offices. and Industrial relationship to become a World Best Company • • • Enhancing capability for creating Market Leading Product Strengthening Business Portfolio for sustainable growth Internalizing highly Efficient Management . Samsung is also training its vendors on eco-partnership so that the components manufactured by them are ‘eco friendly’ as per Restriction of Hazardous Substances (RoHS) norms.

CHANDIGARH BRANCH NETWORK- Chandigarh Branch Office Jammu Jalandhar Punjab Chandigarh & Himachal Ludhiana Srinagar Valley Jammu Amritsar Pathankot Gurdaspur Batala Hoshiarpur Kapurthala Pepsu Belt Moga Patiala Ferozpur Abohar Fazilka Khanna Sangrur Nabha H. Ropar Mohali Nangal Chandigarh .P.

Himachal Pradesh and Chandigarh. . This figure is showing that the goods firstly sent to the Zirakpur (Punjab Godown) from the Noida manufacturing plant.PRODUCT MOVEMENT NETWORK- This figure is showing the movement of products from Manufacturing Plant to the end Dealers. After that the goods are forwarded to the Different Distributors and Direct Dealers and Distributors will dispatch goods to the Sub Dealers according to the requirement. After that the goods are sent to the three different godowns in Jammu.

Direct Dealers and Sub Dealers would sell goods to the Customers from their outlets. proper marketing Network is shown. And then these Distributors. The main function of Distributor is to keep entire focus on sub dealers and give each and every support that sub dealers will be expecting from the company. Then Distributor would forward goods to the Sub Dealers according to his requirements. The goods are being dispatched to the Distributors and Direct Dealers.MARKETING NETWORKBranch Office Distributors Direct Dealers Sub Dealers Customers In this figure. .

Followings are considered while appointing a Distributor:  The Financial Position of the distributor  The SUB dealer’s network that the distributor has.  Ability to give Volume Sales Commitment according to the company  And the Distributor will have to pay in time limit as per the company policy Followings are considered while appointing a Direct Dealer:  The Space in the outlets that direct dealer has to display the Company’s Products  Ability to give Volume Sales Commitment according to the company  And the Direct Dealers will have to pay in time limit as per the company policy  Man power that a Dealer has  Technical Qualification of the Staff .

OBDECTIVES AND SCOPE .

P.  After going through the survey especially in Rural Areas of Kangra and Chamba Districts of Himachal Pradesh SAMSUNG INDIA will be able to:• Appreciate the need and nuances of sales monitoring system. • Understand the evaluation criterion for sales tracking.OBJECTIVES OF THE PROJECTPrimary objective:-  To know the present Market Scenario of Samsung at Kangra and Chamba region of H. • Get an exposure to plan a sale monitoring system and rearranging product line With consumer attitude. Other objectives are as follows: To know the market share of competitor. • Alternate approaches to territory planning.  To know that which company have maximum emphasis on COUNTER display. • Identification of competition at different level on the basis of need of consumers. . • Understand the issues and problems in territory planning.

RESEARCH METHODOLOGY .

virtually every aspect of serving costumers or clients well. Marketing research is concerned with the systematic and objective collection.the improvement of decision making. Determining and Design Research Instrument. Identify Information types and Sources. These decisions may effect the nature and range of products.RECEARCH METHODOLOGYMARKETING RECEARCH – Marketing research is a systematic and objective search for and analysis of information relevant to identification and solution of any problem in the field of marketing. in fact.from the idea stage onwards. promotional activities and so on. Marketing research is not an end itself. Formulating Data. • • • • • • SAM PLIN G- . Selecting and Establishing Research Design. distribution strategy. pricing policies. it means to an end. Select the Research Design. Collecting and Analyzing Data. analysis and evaluation of information about specific aspects of marketing problems in order to help management make effective decisions. Main diversions of Marketing research – MARKETING RECEARCH – • Product research • Costumer research • Sales research • Promotion research MARKETING RECEARCH PROCESS• Defining the Research Problem.

I also used Secondary Data from web sites related to Samsung. Questionnaires for Dealers. . & Samsung Products information broacher. • Survey Strategy & Sample Size -  I used questionnaire method for collecting the primary data about the product from different DEALERS. Then personal interactions with the Customers/Dealers concerned are made to figure out the results.e. Besides it.  The Sample Size for questionnaire are 38 dealers. some publications on the internet.Sample Technique The research design used here for this project is a combination of Exploratory & Explanatory designs. Data Collection According to the needed research of the project I have used Primary Data i.

market trends for the products of Samsung? 2 – What are your beliefs about products and services of Samsung? 3 – What are your expectations related to specific products/services of Samsung? 4 – What is buying behavior of consumer about various products of Samsung? 5 – What are various competitors’ activities of other brands? 6 – Media exposure and influence? 7 – Classification of buyers (present and prospective)? 8 – Suggestions to improve market share of Samsung products in territory? 9-What is the counter display of various brands along with Samsung in the showroom? 10-What is your total turnover and share of Samsung on your turnover? .QUESTIONANNAIRE1 – What are consumption pattern.

PROJECT UNDERTAKEN .

I was fortunate that I got a chance to work with SAMSUNG INDIA ELECTRONICS Pvt. I had a formal meeting with my project guide Mr. Summer Training Project is an excellent opportunity for aspiring managers like us to get experience of corporate world . I was able to find out the present market scenario of Samsung product at the region.He decided to give me a project on “A survey on display of Samsung products”.PROJECTI am going to pursue my MBA in marketing and IB. I was doing a Dealer Survey in which I was to find out what is the Dealer’s thinking regarding these Samsung Products and if they are not dealing in these Samsung Products then would they be interested in dealing and what type of problem they have to face while selling these products.So I decided to make most of it . I wanted to undertake my summer training project in marketing. Sanjay Bhatt (Branch Manager). Ltd. In this project. Products are:-: • • • • • • • • Flat CTV LCD Frost free (Double door refrigerator) Direct cool (Single door refrigerator) Semi automatic washing machine Fully automatic washing machine Microwaves Music Systems. .Summer Training is mainly for 6-8 weeks .

DATA ANALYSIS .

The first step in analyzing the data is cleaning the data. which refers to the actual counting of the number of observations that fall in to each possible response category. This is the process of checking the raw data to verify that the data has been correctly entered into the files from the data collection forms. ANALYSIS OF DATA- KANGRA DISTRICT  DHARAMSHALA1Nand Kishor e& Bros. After that the data can be tabulated.INTRODUCTIONData analysis is needed to give the raw data any meaning.- . After that the Graphical Presentation can also be done to understand the Tabulated Data.

W.M 90% 10% MWO 100% DVD 40% 60% PRODUCTS BRANDS SAMSUNG SONY VIDEOCON . Media – should enhance advertisement at local level.M 90% 10% F. TURNOVER – Total = 1. Beliefs – Dealer as well consumer are satisfied.A.A.8 crore with 50% share of Samsung.F 60% 40% D. local cable network.W. Suggestions – poor services must improve upon that. Competitors activities – LG is main competitor and activities are paper advertisement.• • • • • • • • • Consumption pattern – All kind of models are consumed. FLAT CTV 50% 40% 10% LCD 50% 40% 10% F. Expectations – should provide better services and increase margin of Dealers Price and Maximum Retail Price.P maximum of Samsung.C 50% 50% S.O. Buying Behavior – Market of every range of products. exhibitions. COUNTER DISPLAY – P.

P maximum of Samsung. Expectations – Must provide better services. COUNTER DISPLAY – P.F 100% D.A.C 100% S. FLAT CTV 80% 20% LCD 100% F. Suggestions – Should improve after sales services.O.W M 100% F. Media – Through print as well as electronic media. Beliefs – Very good quality products.AK ELECTRONICS – • • • • • • • • • Consumption pattern – All types of models are consumed.M 100% MWO 100% DVD 80% 20% PRODUCTS BRANDS SAMSUNG OTHERS .W.A. Buying behavior – Market of all range of products. Competitor activities – LG is main competitor provide better services and advertisement. TURNOVER – Total = 60 lakh with 90% of Samsung.

Media – Advertisement through Print media and electronic media.A.W. Buying Behavior – Buyers prefers cheap products.M 100% MWO 100% DVD 70% 30% PRODUCTS BRANDS SAMSUNG PHILIPS 20% BESTAVISION 10% . TURNOVER – Total = 15 lakh with 80% share of Samsung.C 100% S. medium range of models. COUNTER DISPLAY IN PERCENTAGE – FLAT LCD CTV 70% 100% F. Expectations – Must improve on after sales services. Good services and advertisements. Suggestions – Must improve services and introduce cheap products for better penetration in rural area. Competitors Activity – LG main competitor.F 100 % D. GAGGALSURINDER ELECTRONICS – • • • • • • • • • Consumption pattern –Small.W.A.M 100% F. Beliefs – Good quality products with very less complaints.

FLAT CTV 50% 40% 10% LCD 60% 40% F.M 80% 20% F. Suggestion – must introduce products of cheaper range and improve upon services. Beliefs – Good quality products.W. promotion through various media. TURNOVER – Total = 1 crore with 90% share of Samsung.O. COUNTER DISPLAY – P.C 50% 50% S.W. Media – Can enhance sales through promotional activities through media. Buying Behavior – Market of all kinds of products.A.A. Expectations – Must introduce products of cheap range. NAGROTA BAGWAN – DHARAM PAUL & SONS – • • • • • • • • • Consumption pattern – All kinds of models.P maximum of Samsung. almost every thing.F 60% 40% D.M 80% 20% MWO 100% DVD 60% 40% PRODUCTS BRANDS SAMSUNG LG OSCAR . Competitor Activities – LG with activities of good after sales services.

C 100 % S. Buying Behavior – Market of medium range of Products.A. introduce discounts and offers and improve upon services. Expectations – Improve upon services and increase margin of MRP and DP.W.W.M 100% F. Not higher range. Media – introduce promotional activities according to taste and preferences of people of rural area. Competitor Activities – LG is main competitor with activities of better after sales services and promotional activities. TURNOVER – Total = 60-70 lakh with 60% share of Samsung. Beliefs – Good quality products.M 100% MWO 100% DVD 60% 40% . COUNTER DISPLAY – PRODUCTS BRANDS SAMSUNG SONY PANASONIC FLAT CTV 50% 40% 10% LCD 50% 40% F.PANT ENTERPRICES – • • • • • • • • • Consumption pattern – Average range of models. Suggestions – Should be better in advertisement in simple way.F 100 % D.A.

COUNTER DISPLAYFLA T CTV 25% 25% 25% 25% LCD F. Buying Behavior – Market of every kind of products. TURNOVER – 2.F 60% 40% 30% 20% 50% D.60 Crore with 30% of Samsung. Beliefs – very good quality appliances but not T. also very good services.A. Suggestions – Must be better in advertisement and services. very weak response.C 30% 20% 50% S.M 25% 20% 55% F.W .W. M 25% 20% 55% MW O 60% 40% DVD 20% 20% 15% 45% PRODUCTS BRANDS SAMSUNG PHILIPS ONIDA VIDEOCON .Vs Expectations – Services are poor should be better. Competitor Activities – LG is main competitor with very good advertisement within area.ASIA TRADE LINKS – • • • • • • • • • Consumption pattern – Each and every kind of models. Media – Better paper advertisement and local level advertisement.A.

KANGRA – PK ELECTRONICS – Consumption pattern – Each type of model.W. Competitors Activity – LG is main competitor with activities of better services and advertisement.W F.M M BRANDS SAMSUNG 40% 60% 50% 50% 50% 50% 60% 40% VIDEOCON 30% LG 30% 40% 50% 50% 50% 50% 40% 60% • • • • • . Buying Behavior – Market of each range of products. Expectations – Offers to dealers should be provided time to time. Beliefs – Very good quality products.5 crore with 50% share of Samsung.A. good products but very less advertisement in the area.A. • COUNTER DISPLAY – PRODUCTS FLAT LCD F. MWO DVD CTV .C S. • Suggestions – Should provide better services. • Media – very less advertisement should be increase.F D. • TURNOVER – Total = 1.

P.A.O.W. Competitors Activities – LG is main competitor with activities like good advertisements.M F. demos and after sales services.A.Ps. COUNTER DISPLAY – FLAT CTV 40% 30% 30% 20% 20% 10% 10% LCD 50% 50% F.C S. Media – Local level advertisements should be increase.F D. Expectations – Not good in models Televisions should introduce good models. Beliefs – Good quality products. TURNOVER – Total = 80 lakhs with 60% of share of Samsung.W. Buying Behavior – Market of average range of products with average range. Suggestions – must introduce products of cheaper range.SOAMI ELECTRONICS – • • • • • • • • • Consumption pattern – All kinds of models.M 40% 20% 10% MWO DVD 60% 40% 60% 40% PRODUCTS BRANDS SAMSUNG LG WHRLPOL VIDEOCON GODREJ 30% 30% 40% 30% 30% 20% 20% 20% 10% .

COUNTER DISPLAY – PRODUCTS BRANDS SAMSUNG GODREJ OTHER FLAT LCD CTV 60% 40% 100% F.A. Buying Behavior – Market of cheaper products. Media – Better advertisement considering local population. better offers to dealers.MEHRA ELECRONICS – • • • • • • • • • Consumption Pattern – Low range of models.F 60% 40% D.W. TURNOVER – Total -50 lakhs with 75%share of Samsung.A. Competitor Activities – LG main competitor with activities like better after sales services and advertisement.M F. Beliefs – Very good quality products. Expectations – Better services.C S.W. Suggestions – Services should be better and cheaper range of products should be introduced. M 50% 50% MWO DVD 100% 40% 60% 60% 50% 40% 50% .

• COUNTER DISPLAY – PRODUCTS FLA LCD F. • Competitors Activities – LG is main competitor activities with activities like good demo and after sales services.W.A. • Media – Advertisement at local level through print as well as electronic media.NEXT – Consumption pattern – Every type of models.C S.W. Expectations – Should provide better services. MW DVD T M O BRANDS CTV SAMSUNG 25% 25% 25 25 30% 30% 50% 25% % % LG 25% 25% 25 25 30% 30% 50% 25% % % SONY 20% 50% 30% VIDEOCON 20% 25 25 20% 20% 10% % % ONIDA 10% 25 25 20% 20% 10% % % • • • . Beliefs – Very good quality products. • TURN OVER – Total = 2 crore with 25% share of Samsung.F D.M F. good advertisements.A. and provide good incentives to retailers. • Buying Behavior – Market of all ranges of products. • Suggestions – Better services and advertisement.

F D.W. • Media – Better promotion through print as well as electronic medium. • TURNOVER – Total = 50 lakh with 10% share of Samsung.W.A.M MWO DVD CTV BRANDS SAMSUNG 20% 40% 20% 20% 20% 20% 40% 40% LG 50% 60% 30% 30% 50% 50% 60% 60% WHRLPOOL 25% 25% 20% 30% VIDEOCON 30% 25% 25% 10% • • • • • . Buying Behavior – Market of cost oriented people.A. • COUNTER DISPLAY – PRODUCTS FLAT LCD F. • Suggestions – very poor services and should be improved in area. Beliefs – Very Good quality products but very bad services.PALAMPUR – MAINI ELECTRONICS – Consumption Pattern – All kind of products.C S. Competitors Activities – LG is main competitor with activities of good advertisement and after sales services.M F. Expectations – Should provide better services and schemes.

M MWO DVD CTV M BRANDS SAMSUNG 100% 100% 100% 100% 100% 100% 100% 100% OTHERS • • • • • . Expectations – Better services. Competitor’s activities – LG is main competitor with activities of good advertisement and good after sales services. • COUNTER DISPLAY – PRODUCTS FLAT LCD F.W.F D. • Suggestions – Should improve upon advertisement and services. F. • Media .Both quality as well as cost oriented people. • TURNOVER – Total = 60 lakh with 100% share of Samsung.A. Buying Behavior .Should introduce advertisement according to local taste and preferences without communication barriers in local as well as National level.W.NATHU RAM & SONS – Consumption pattern – Every kind of products.C S.A. Beliefs – Very good quality products. should increase DP and MRP.

M 100% F.W. Expectations – Should provide better services as well as better incentives to dealers. Buying Behavior – People prefer cheap Products rather then costly products. Beliefs .Very good quality products but weaker services.A.W.SANSAR CHAND SOOD – • • • • • • • • • Consumption pattern – All kinds of products. Suggestions – Should introduce prices in comparison to LG and provide better services. Competitor Activities – LG is main competitor with activities like better services and better advertisements. Media – Better advertisement in National language through print as well as electronic media.A.F 100% D. COUNTER DISPLAY – FLAT CTV 100% LCD 100% F. TURNOVER – Total = 60 lakh with 100% share of Samsung.M 100% MWO 100% DVD 100% PRODUCTS BRANDS SAMSUNG OTHERS .C 100% S.

C S.M MWO DVD CTV M BRANDS SAMSUNG 70% 70% 60% 60% 60% 70% 70% 70% LG 30% 30% 40% 40% 40% 30% 30% 30% • • • • • .F D. Expectations – services should be better and increase in DP and MRP.W. • TURNOVER – Total = 50 lakh with 70% share of Samsung.A. F. Competitor Activities – LG is main competitor with activities of better paper advertisement and services. • Media – Market can be improved by better advertisement through print as well as electronic media. • Suggestions – Better incentives should be provide to dealers to motivate them for the sales of Samsung and improve upon services. Buying Behavior – Market of cost oriented people.A. Beliefs – very good quality products.PAPROLA HI FI ELECTRONICS – Consumption Pattern – Average range of products.W. • COUNTER DISPLAY – PRODUCTS FLAT LCD F.

Expectations – Should provide better services and cheap range products.F D. Buying Behavior – Market of average range of products. Competitor Activities – LG is main competitor with activities like. they provide cheaper range with better services.W.A. • TURNOVER – Total = 20-30 lakh with 80% share of Samsung.C S. • Suggestions – Should work upon services and advertisement. • COUNTER DISPLAY – PRODUCTS FLAT LCD F.BAIJNATH – KUMAR ELECTRONICS – Consumption pattern – Average range of products due to rural area.W. • Media – Advertisement through print as well as electronic media. F.A. Beliefs – Very good quality products.M MWO DVD CTV M BRANDS SAMSUNG 60% 100% 70% 70% 80% 80% 100% 70% VIDEOCON 40% 30% 30% 20% 20% 30% • • • • • .

wih good services.C S.W. COUNTER DISPLAY – FLAT CTV 20% 20% 30% 30% LCD 20% 80% F. market of lower range of products.F D. TURNOVER – Total = 15-20 lakh with 20% share of Samsung. Beliefs – very good quality products.A.M 20% 30% 50% MWO DVD 20% 60% 20% 10% 10% 25% 25% 35% 35% 30% 30% . Buying Behavior – Market is affected due to smaller brands. Expectations – Introduction of cheaper range of products. Competitor Activities – LG is main competitor with activities like better advertisements and services. Suggestions – Services should be better.PIYUSH ELECTRONICS – • • • • • • • • • PRODUCTS BRANDS SAMSUNG PANASONIC PHILIPS VIDEOCON GODREJ WHIRLPOOL Consumption pattern – Average range of products.W. Media – Advertisement through print as well as electronic media.A.M 20% 30% 50% F.

Expectations – Must increase margin of DP and MRP.M F. • Media – Advertisement through print as well as electronic media.C S. Buying Behavior – Market of all ranges of products. • TURNVER – Total = 11 crore with 20% share of Samsung. Beliefs – Good quality products.A.W.NARVANA – SIGMA ELECTRONICS – Consumption Pattern – All kinds of products.A. • COUNTER DISPLAY – PRODUCTS FLAT LCD F. • Suggestions – Very poor services must improve upon that. Competitors Activities – LG is main competitor with activities like good advertisement in local level and better services.M MWO CTV BRANDS SAMSUNG 20% 50% 20% 20% 25% 25% 50% LG 30% 50% 20% 20% 20% 20% 50% VIDEOCON 50% 35% 35% 30% 30% WHRLPOOL 25% 25% 25% 25% • • • • • DVD 40% 60% .W.F D.

Competitor Activities – LG is main competitor with activities like good after sales services and better advertisement. Buying Behavior – Cost oriented people due to rural area. • Suggestions – Very poor advertisement as well as services must improve. • COUNTER DISPLAY – PRODUCTS FLAT LCD F. • TURNOVER – Total = 40 lakh with 50% share of Samsung.A.M F.A.C S. Expectations – After sales services should be good and increase in DP and MRP. Beliefs – Very good quality products with very less complaints.F D.W. • Media – Advertisement through print as well as electronic media.NURPUR – LOVELY GIFT HOUSE – Consumption Pattern –Medium range of products.W.M MWO DVD CTV BRANDS SAMSUNG 100% 100% 50% 50% 60% 60% 100% 100% GODREJ 50% 50% 40% 40% • • • • • .

• Media – Better advertisement through print as well as electronic media. • Suggestions – Very poor services must improve. Beliefs – Very good quality products with fewer complaints. • TURNOVER – Total = 20 lakh with 85% share of Samsung.F D. cheaper range and advertisement. Expectations – Increase in the margin of MRP and DP.W. • Competitors Activities – LG is main competitor with activities like good after sales services.M F.C S.W.RAJA KA TALAB – KARMA ELECTRONICS – Consumption pattern – Average range of products.A. • Buying Behavior – Market of cheaper range of products effected due to smaller brands.M MW DVD CTV O BRANDS SAMSUNG 80% 100% 70% 70% 70% 70% 100% 100% KELVNATOR 30% 30% 30% 30% SALORA 20% • • • . introduction of cheaper products. • COUNTER DISPLAY – PRODUCTS FLAT LCD F.A.

W.C S.W. • Media – Advertisement through print as well as electronic media. • TURNOVER – Total = 25-35 lakh with15% share of Samsung.A. Beliefs – Very good quality products. Buying Behavior – Market of cheaper range of products affected due to smaller brands.M F. • COUNTER DISPLAY – PRODUCTS FLAT LCD F. • Suggestions – Should provide better services and advertisement.REHAN – RAJESH ELECTRONICS – Consumption Pattern – Average range of products.A.F D.M MWO DVD CTV BRANDS SAMSUNG 20% 50% 30% 30% 25% 25% 60% SANSUI 20% 50% WHIRLPOOL 30% 30% 30% 30% VIDEOCON 40% 40% 40% 45% 45% OSCAR 20% 40% • • • • . Expectations – Introduce price range in comparison of LG. • Competitors Activities – LG is main competitor with activities like better advertisement and services.

SWADESH ELECTRONCS – Consumption Pattern – Low range of products.A.W. Incentives should be provided to dealer of rural market.M MWO DVD CTV M BRANDS SAMSUNG 60% 100% 100% 100% 100% 100% 100% 60% OTHERS 40% 40% • • • . Expectations – Less consideration of rural area dealer of rural area should be provided with facilities as provided to urban area. affected due to smaller brands. • Competitor Activities – LG is the main competitor with activities like better services and advertisement.F D. F. • COUNTER DISPLAY – PRODUCTS FLAT LCD F. • Media – Advertisement can be done through print as well as electronic media according to taste and preferences rural people.W. Beliefs – Very good quality products but very poor services. • TURNOVER – Total = 20 lakh with 60% share of Samsung. • Suggestions – Should improve upon services and advertisement.A.C S. • Buying Behavior – Market of cheaper range of products.

Beliefs – Very good quality products but very bad services.W. COUNTER DISPLAY – FLAT CTV 20% 30% 30 20% LCD 50% 50% F. Competitors Activities – LG is main competitor with activities like better after sales services.M F.A. affected due to smaller brands. Media – Advertisement through print as well as electronic media. promotional activities should increase.M 20% 50% 30% MWO DVD 30% 30% 40% PRODUCTS BRANDS SAMSUNG LG VIDEOCON OTHERS 30% 30% 20% 40% 40% 50% 30% 30% 30% . introduction of cheaper range. Buying Behavior – Market of cheaper products. TURNOVER – Total = 50-60 lakh with 20% share of Samsung.C S.W.FATEHPUR SHREE GK ELECTRONICS – • • • • • • • • • Consumption Pattern – Medium range of products.A. Suggestions – Very poor services must improve. and Promotional activities.F D.Services must improve. demo. Expectations .

W. Competitors Activities – LG is main competitor with activities like better promotional activities. Buying Behavior – Market of cheaper products. Expectations – Must increase the margin of DP and MRP.M F.W. TURNOVER – Total = 20 lakh with 80% share of Samsung. COUNTER DISPLAY – FLAT CTV 70% 30% LCD 100% F.THAKUR ELECTRONICS – • • • • • • • • • Consumption Pattern – Small/medium range of products. demos and after sales services.A.F D.M 60% 40% MWO DVD 70% 30% PRODUCTS BRANDS SAMSUNG WHIRLPOOL OTHERS 70% 70% 60% 30% 30% 40% . Beliefs – Very good quality products.C S. Suggestions – Dealers must be encourage by providing incentives for better sales. Media – Advertisement in local area through print as well as electronic media.A.

improve upon services.W. Competitor Activities – LG is main competitor with activities like better advertisement and services. COUNTER DISPLAY – FLAT CTV 40% 40% 20% LCD 60% 40% F. Suggestions – Must improve upon after sales services and promotional activities.BHARMAR – BALDEV ELECTRONICS – • • • • • • • • • Consumption Pattern – Smaller range of products are consumed.F D. Media – Advertisement in local level through print as well as electronic media. Expectations – Increase in margin of MRP and DP.M F.M 70% 30% MWO DVD 50% 30% 20% PRODUCTS BRANDS SAMSUNG LG OTHERS 70% 70% 70% 30% 30% 70% . Buying Behavior – Market of cheap and lower range products.C S.A.W. Beliefs – Very good quality products. TURNOVER – Total = 10-15 lakh with 70% share of Samsung.A.

A. Competitors Activities – LG is the main competitor with activities like better after sales services and promotional activities.A.W. TURNOVER – Total = 20 lakh with 30% share share of Samsung. Media – Advertisement through electronic as well as print media. COUNTER DISPLAY – FLAT CTV 40% 30% 30% LCD 50% 50% F.JAWALI – PAWAN ELECTRONICS – • • • • • • • • • Consumption Pattern – Market of average range of products.W. Buying Behavior – Market of cheaper range of products.M 40% 25% 35% MWO DVD 50% 50% 50% 50% PRODUCTS BRANDS SAMSUNG LG VIDEOCON 45% 45% 40% 30% 30% 25% 25% 25% 35% . Suggestions – Should work upon services and sales promotion. Beliefs – Very good quality products with very less complaints. Expectations – Increase in margin of DP and MRP.M F.F D.C S.

affected due to smaller brands. • Expectations – Should increase the margin of MRP and DP.M 20% 40% 10% 30% 30% 30% 30% 30% MWO DVD 30% 40% 20% 20% 20% 30% 30% 40% 20% 20% 10% . • TURNOVER – Total = 25-30 lakh with 30% share of Samsung.W. • Suggestions – Must improve upon services and promotional activities.C S.W. • Beliefs – Very good quality products. • COUNTER DISPLAY – PRODUCTS BRANDS SAMSUNG LG SONY VIDEOCON PHILIPS WHIRLPOOL FLAT CTV 20% 30% 20% 20% 10% LCD 10% 30% 20% 20% 20% F. • Media – Better advertisement through print as well as electronic medium.RAKESH /BAJWA ELECTRONICS – • Consumption Pattern – Average or lower range of products.A.A.F D. • Competitors Activities – LG is the main competitor with activities like better advertisement and services. • Buying Behavior – Market of cheaper range of products.M F.

M F. Beliefs – Very good in quality with very less complaints. TURNOVER – Total = 20 lakh with 30% share of Samsung.KISHORE WATCH & TV MAKER – • • • • • • • • • Consumption Pattern – Small/medium range of products.A. Expectations – Increase margin of MRP and DP. Suggestions – Advertisements must be according to taste and preferences of rural area to increase awareness in the local area.W. Buying Behavior – Market of cheaper range of products.A.F D.C S.M 40% 60% MWO DVD 40% 60% PRODUCTS BRANDS SAMSUNG BPL OTHERS 50% 50% 40% 50% 50% 60% .W. Competitors Activities – LG is main competitor with activities like better after sales services and promotional activities. COUNTER DISPLAY – FLAT CTV 30% 30% 40% LCD F. Media – Promotional activities through print as well as electronic media.

M 100% F. Media – Advertisements through various possible media available.F 100% D. TURNOVER – Total = 10-15 lakh with 90% share of Samsung.W. Videocon are main competitor with activities like demos.C 100% S.M MWO DVD 100% 70% 30% JASS UR – JAWA LA TRAD ERS – PRODUCTS BRANDS SAMSUNG OTHERS . Buying Behavior – Market of cheaper range of products.A. Beliefs – Very good quality products.W. Expectations – Provide incentives to dealers of rural area. Suggestions – Dealers must be encouraged to enhance sales in the area. COUNTER DISPLAY – FLAT CTV 70% 30% LCD F. after sales services and promotions.A.NAGROTA SURIAN – PREM ELECTRONICS/SHALIE ELECTRONICS – • • • • • • • • • Consumption Pattern – Small range of products. Competitors Activities – LG.

Buying Behavior – Market of medium cost range of products. COUNTER DISPLAY – FLAT LCD CTV 70% 30% 100% F.A.M F. Media – advertisement should be done regarding the taste and preferences of rural area.W.• • • • • • • • • Consumption Pattern – Average range of products.W. Competitors Activities – LG is the main competitor with activities like better promotional activities and lower range of products. TURNOVER – Total = 30 lakh with 70 % of Samsung.F D. Expectations – Introduction of cheaper range of products.M 70% 30% MWO DVD 100% 60% 40% PRODUCTS BRANDS SAMSUNG KELVNATOR OTHERS 60% 60% 70% 40% 40% 30% . Suggestions – Good incentives and appraisals to dealers to encourage them for better sales.A. Beliefs – Very good quality but higher prices.C S.

Buying Behavior – Market of cost oriented people.A. Expectations – Better services can enhance sales.A. TURNOVER = Total 20 lakh/annum with 80% share of Samsung.M F.M 60% 40% MWO DVD 100% 50% 50% 50% 50% 60% 50% 50% 40% .C S.F D. Beliefs – Very good quality products.W. Competitors Activities – LG is main competitor with activities like good promotional activities and incentives to dealers.W. Media – Promotion through print as well as electronic media. COUNTER DISPLAY – PRODUCTS BRANDS SAMSUNG KELVNATOR OTHERS FLAT CTV 60% 40% LCD 100% F.INDORA – STANDARD ELECTRONICS – • • • • • • • • • Consumption Pattern – Average range of products. Suggestions – Should introduce price range in comparison to LG.

Beliefs – Very good quality but higher prices. Buying Behavior – Market of cost oriented people. Expectations – Must increase the margin of MRP and DP. TURNOVER – Total = 20 lakhs with 90% share of Samsung.RAIT – PK TIME CENTER – • • • • • • • • • Consumption Pattern – Small/medium range of products.A.W.A.C 100% S.W.F 100% D. M 100% MWO 100% DVD 60% 40% SHA HPU R– HIMP LAST UDY OG – PRODUCTS BRANDS SAMSUNG WESTON . M 100% F. Suggestions – Very poor services must be better and should introduce cheaper range of products. Competitors Activities – LG is main competitor with activities like good after sales services and cheaper range of products. Media – Local level advertisement through print as well as electronic media. COUNTER DISPLAY – FLAT CTV 60% 40% LCD 100% F.

Expectations – Should increase the margin of dealers.F 30% 70% D. M F. TURNOVER – Total = 1 crore with20% share of Samsung.W.W. COUNTER DISPLAY FLAT LCD CTV 30% 40% 30% 40% 60% F. Media –Must use any media vehicle for local level advertisement. Suggestions – Services and promotional activities must be improved.A.M 40% 60% MWO 50% 50% DVD 30% 30% 40% PRODUCTS BRANDS SAMSUNG LG OTHERS 30% 40% 70% 60% .• • • • • • • • • Consumption Pattern – Base models are consumed. Beliefs – Very good quality products. Buying Behavior – Market of cost oriented people.A.C S. Competitors Activities – LG is the main competitor with activities like better after sales services and promotional activities.

should be direct channel. – • • • • • • • • • Consumption Pattern – Each and every range of product model. take care of dealers so they should be encouraged for sales of Samsung products.M 40% 20% 20% 20% F. TURNOVER – Total = 50-60 lakhs with 40% share of Samsung. Media – Promotion through local media. cable TV.JWALAMUKHI – RAJAN AND CO. Suggestions – Must improve upon distribution channel.W.C 40% 30% 15% 15% S. newspapers.A. glow signs.W. no response from the company.A.F 40% 30% 15% 15% D. Buying Behavior – market of both cost as well as quality oriented people. Beliefs – Very good quality products with distinct features.M 40% 20% 20% 20% MWO DVD 50% 50% 40% 60% PRODUCTS BRANDS SAMSUNG LG WHIRLPOOL VIDEOCON . Competitors Activities – LG is main competitor with cheaper range of products and motivates dealers with regular incentives to enhance sales. COUNTER DISPLAY – FLAT CTV 50% 20% 30% LCD 50% 50% F. Expectations – No support in the distributers end .

Beliefs – Very good quality but services are poor. improve upon services. TURNOVER – Total = 60 lakhs with 70% share of Samsung. COUNTER DISPLAY – FLAT CTV 60% 40% LCD 50% 50% F. Media – Advertisement at local level through print as well as electronic media.A.M F.W. Competitor Activities – LG services are good and advertisement at local level.F D. Suggestions – Introduction of cheaper range of products. Expectations – Should introduce cheap range and improve services.C S. Buying Behavior – Market of cost oriented people.W.M 50% 30% 20% MWO DVD 50% 50% 40% 60% PRODUCTS BRANDS SAMSUNG LG WHIRLPOOL 60% 60% 50% 20% 20% 30% 20% 20% 20% DIS A PL Y WHIRLPOOL 15% LG 25% SAMSUNG 60% .A.DEHRA – RICHA ELECTONICS – • • • • • • • • • Consumption Pattern – Medium range of product models.

CHAMBA DISTRICT .

CHOWARI –
MAHAJAN ELECTRONICS –
• • • • • • • • • Consumption Pattern – Smaller range of product models. Beliefs – very good quality products but very poor services. Expectations – Should provide better services and introduce cheaper range of products. Buying Behavior – Market of cost oriented people. Competitors Activities – LG is main competitor with activities like better after sales services and advertisement. Media – Very less advertisement should be increase at local level through possible media vehicle. Suggestions – Appraisals to dealers to encourage them for better sales, better services. TURNOVER – Total = 15 lakhs with 60% share of Samsung. COUNTER DISPLAY – FLAT CTV 60% 40% LCD 100% F.F D.C S.A.W.M F.A.W.M 70% 30% MWO DVD 100% 40% 20% 40%

PRODUCTS BRANDS SAMSUNG GODREJ OTHERS

60% 60% 70% 40% 40% 30%

BANIKHET –
MODERN ELECTRONICS –
• • • • • • • • • Consumption Pattern – Average range of product models. Beliefs – Very good quality products. Expectations – Products of cheaper range should be introduce and increase margin of DP and MRP. Buying Behavior – Market of cost oriented people. Competitors Activities – LG is main competitor with activities like cheaper product range and promotional activities. Media – Local level advertisement through any media vehicle. Suggestions – Dealers must be provided with incentives so that they are encouraged to enhance sales of Samsung products. TURNOVER – Total = 60 lakhs with 50% share of Samsung. COUNTER DISPLAY – FLAT CTV 40% 20% 40% LCD 50% 50% 40% 40% 30% 30% F.F D.C S.A.W.M F.A.W.M 70% MWO DVD 100% 30% 30% 40%

PRODUCTS BRANDS SAMSUNG PHILIPS SONY GODREJ

60% 60% 70%

CHAMBA –
BHARAT ELECTRONICS –
• • • • • • • • • Consumption Pattern – Every type of Product model. Beliefs – Very good quality products. Expectations – Services should be better. Buying Behavior – Market of both cost as well as quality oriented people. Competitors Activities – LG is main competitor with activities like better after sale services and promotional activities. Media – Can promote in local level through print media, electronic media, trade fares etc. Suggestions – must provide incentives to dealers time to time, improve upon services and promotion. TURNOVER – Total = 2.5 crores with60% share of Samsung. COUNTER DISPLAY – FLAT CTV 50% 50% LCD 40% 60% F.F D.C S.A.W.M F.A.W.M 30% 40% 30% MWO DVD 50% 50% 40% 20% 40%

PRODUCTS BRANDS SAMSUNG IFB GODREJ SONY

60% 60% 60% 40% 40% 40%

A. M 100% MWO DVD 100% 100% PRODUCTS BRANDS SAMSUNG OTHERS 100% 100% . Media – Promotional activities through print as well as Electronic media. TURNOVER – New store so expected Turnover is 50 lakhs/annum.A. M F. Buying Behavior – Market of cost as well as quality oriented people.MUNSHI RAM KARAM CHAND ELECTRONICS – • • • • • • • • • Consumption Pattern – All ranges of product model.C S. Competitors Activities – LG is main competitor with activities like cheaper range of products and promotional activities.W. Suggestions – Promotion of Samsung at rural areas to penetrate in rural market. COUNTER DISPLAY – FLAT LCD CTV 100% 100% F.W.F 100% D. Expectations – Increase in margin of MRP and DP. Beliefs – Very good quality products.

CONClUSION & SWOT ANALYSIS .

dealers behavior towards the products of SAMSUNG. I have tried to indicate and explain some aspects of Marketing for a world known brand SAMSUNG. reinforcereport behavior and provide information about highly placed brand SAMSUNG. Survey was an opportunity provided by my project manager to trigger. encourage trial. interaction with Consumer of SAMSUNG brand and other with loyalty towards main competitors like LG. This also helped me to know the difficulties of dealers/distributers and enable them to express and analyze their problems and priorities. minute to minute changing technology and simultaneous changes in consumer behavior. search ch Survey and experience market to set objectives to increase awareness. VIDEOCON. In process of survey field visits to different places of Kangra district’s planes with thick population density and snow covered hilly areas of Chamba with thin and scattered population. if my help SAMSU NG in . It is a fact that business success depends upon identifying and serving the needs of present and future customer and crucial analytical approach which provides management needed strategic and factual information for decision making has become essential now. PHILIPS etc. Though SAMSUNG has touched sky due to its quality products but nowhere in the world any Organization which can claim as champion in present era of competition. I during survey started for answers to all those questions which are mainly related to consumer behavior. consider. helped me a lot to build a picture of complexity and diversity of consumer behavior with change of geographical and demographical conditions. Surveys provide me an opportunity to meet people and dealers face to face and as a mean of gaining a quick and accurate assessment of implications and impact of SAMSUNG brand. Being a marketing management student I was keenly interested to make analysis of market to provide some effective solutions to my company SAMSUNG.COUNCLUSION & PRACTICAL EXPERIENCE– In this project report.

Well positioned brand. THREATS of SAMSUNG which are factors influencing the consumer/dealer’s behavior and are either most amenable to change or have greatest impact on the problems being faced in rural markets in the “Land of Gods “and “innocent people” key factors which could help to overcome weaknesses and penetrate in market with zeal and zest by apply new force of enthusiasm. Creative team. In the least degree. Product loyalty. Well established brand awareness. WEAKNESSES. Good retail outlet image. Personalized consumers. SRTENTHS – • • • • • • • • • • • Uniqueness of Samsung products. I shall be amply rewardeSWOT ANALYSIS – However. . Adequate dealer’s network. Good brand image.their efforts to flourish business in rural market of H.P. OPPUTUNITIES. Product differentiation. I wish to convince my company to adopt a particular track but like to explain main STRENTHS. Products for every segment of costumers.

” .GAON GAON CHHA JAYEGA” THREATS – • • • • Severe competition with LG VIDEOCON etc. Inadequate marketing efforts. Marginal profits for dealers. In the end of my note I would like to say. Higher cost. OPPURTUNITIES – • “SAMSUNG AYEGA. SAMSUNG –“Real need of life for every Husband and wife. Increasing cost in comparison to competitor. Weaknesses in distribution. Severe competition.WEAKNESSES – • • • • • • • • • • Inadequate market analysis. Less innovations alterations in existing products. Diversification in product line. Inadequate feedback. Inadequate efforts to promote brand loyalty. Poor after sales services. Poor post sale consumer dealers relations.

BIBILOGRAPHY .

htm  http://www.asp  http://en.samsungindia.org/wiki/Samsung Others:  Dealer Survey  Customer Survey  Samsung Monthly Magazines .com/where_we_are/index_wcms.com/in/aboutsamsung/samsungglobal/index.com/in/aboutsamsung/index.wikipedia.samsung.REFRENCES/BIBLIOGRAPHY Web Sites: -  http://www.htm  http://www.samsung.

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