Final Internship Report

April 24, 2019 | Author: Danish Shamsher | Category: Sony, Home Appliance, Marketing, Brand, Philips
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Section: F2 FW (0911)


I would like to take this opportunity to thank the Management of SONY INDIA LTD., Mumbai for granting the permission to carry out my summer training at their esteemed organization.

I express my sincere gratitude to Mr. KARAN , without whose guidance and support this endeavor would not have been possible. His Constant direction and advice played a very important role in motivating me to put my best efforts. Special thanks to Miss. PAYAL for her constant support during the project.. Finally, I thank the Dean, for permitting me to do the project.

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


Table Of Contents

Topic 3

Page No

Executive Summary


8 Introduction to Consumer Durables Private Players in the Indian Consumer Durables & 10 Electronics Market 13 Company Profile Product Profile


Competitor Profile


Key learning’s


Job description






Executive Summary The Indian consumer durables industry has witnessed a considerable change in the past couple of years. Changing lifestyle, higher disposable income coupled with greater affordability and a surge in advertising has been instrumental in bringing about a sea change in the consumer behavior pattern.


This industry consists of durable goods used for domestic purposes such as televisions, washing machines, refrigerators, microwave ovens, mobile phones etc. The growth in the consumer durables sector has been driven primarily by factors such as the boom in the real estate & housing industry, higher disposable income, emergence of the retail industry in a big way coupled with rising affluence levels of a considerable section of the population.

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

Location of SIP Sony India Pvt. Ltd. Crimpage Corporation, 2nd floor, Plot No. 57, Street No.17, MIDC, Andheri East, Mumbai - 400093 Ph No : 022-6128 8000

Objectives Of The Study Different Companies/brands are available in the consumer durable market to customers like Sony, Samsung, LG, Philips, Panasonic etc. Sony is the leading brand name in the consumer durable market. The final decision of transaction is totally depend on the consumer, consumer may have different perception for his satisfaction for particular brand and company has to fulfill consumer’s requirement. Hence the concerned project is undertaken:5

• To analyze the customer’s requirement. •

To study the Competitor’s service

To study the attitude of staff member to customers.

• To provide the better services & try to built the credibility in the consumer. • To know the opinion & suggestions of customers.

Industry Classification

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

With a presence spanning 36 countries, Sony has not only touched the lives of millions but also has made a difference in their lifestyles. Visit Sony 6

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

Throughout the world today, Sony stands for innovation, state of the art technology and superior quality. Leading into its next fifty years, Sony’s vision is to offer people exciting new products and new lifestyles and remains committed to the challenge of creating and realizing these dreams.


Introduction to Consumer Durables Before the liberalization of the Indian economy, only a few companies like Kelvinator, Godrej, Allwyn, & Voltas were the major players in the consumer durables market, accounting for no less than 90% of the market. Then, after the liberalization, foreign players like LG, Sony, Samsung, Whirlpool, Daewoo, Aiwa came into the picture. Today, these players control the major share of the consumer durables market. Consumer durables market is growing very fast because of rise in living standards, easy access to consumer finance, & wide range of choice, as many foreign players are entering in the market. On the flip side, the presence of a large number of players in the consumer durables market sometimes results in excess supply.

Strengths1. Presence of established distribution networks in both urban & rural areas 2. Presence of well-known brands. 3. In recent years, organized sector has increased its share in the market vis a vis the unorganized sector.

Weaknesses1. Demand is seasonal & is high during festive season. 2. Demand is dependent on good monsoons. 3. Poor government spending on infrastructure. 4. Low purchasing power of consumers.


Opportunities1. In India, the penetration level of white goods is lower as compared to other developing countries. 2. Unexploited rural market. 3. Rapid urbanization. 4. Increase in income levels, i.e. increase in purchasing power of consumers. 5. Easy availability of finance.

Threats1. Higher import duties on raw materials imposed in the Budget 2007-08 2. Cheap imports from Singapore, China & other Asian countries

Consumer durables Sector can be classified as follows: 1. Consumer Electronics includes VCD/DVD, home theatre, music players, color televisions (CTVs), cameras, camcorders, portable audio, Hi-Fi, etc. 2. White Goods include dishwashers, air conditioners, water heaters, washing machines, refrigerators, vacuum cleaners, kitchen appliances, nonkitchen appliances, microwaves, built-in appliances, tumble dryer, personal care products, etc. 3. Moulded Luggage includes plastics. 4. Clocks & Watches 5. Mobile Phones.


Private Players in the Indian Consumer Durables & Electronics Market

1 Videocon Appliances Ltd One of India’s ingrown companies, Videocon boasts of an annual turnover of the tune of US$4.1billion. It has 17 sites in India, & is known to be the third biggest manufacturer of picture tubes in the world. It also has global presence, with plants in Mexico, Italy, Poland, China & the Middle East. Manufacturer of Televisions, VCRs, VCPs, Audio Systems, Home Appliances & Business Electronics. Manufactures Televisions & VCRs in technical tie-up with Toshiba Corporation of Japan. 2 L.G Electronics The market leader in consumer durables is LG for close to a decade in India. They have also been recognized for their superior innovation & after sale service. It is proud of their distribution channels which offer its products to the breadth & length of India. As early as 1998, LG with a budget of Rs500 Crores set up manufacturing facility with a state-of-the art technology at Greater Noida, near Delhi. L.G also has recently entered directly into the consumer market by setting up retail shops & boast of retail sales Rs. 10,000 crores in 2008. 3 Samsung Electronics Samsung entered India in 2002 with an 80 acre sprawling facility at Noida & mainly manufactures colour TVs, mobile phones & some white goods. Its manufacturing facilities are best known for its high automation, high quality & state of art. Manufacturer of Computer peripherals, televisions, refrigerators, washing machines, air conditioners, microwave ovens, audio & video systems.


4 Salora International Ltd Manufactures black & white & color Television sets, fly back transformers, speakers & other components. Markets under its own brand name Panasonic brand of printers, fax machines, pan boards & digital cameras. Also markets under its own brand name colour monitors & cordless phones manufactured by some other renowned international brands. 5 Siemens, India The Siemens Group in India comprises of 22 companies, providing direct employment to over 17,000 persons. Currently, the group has 18 manufacturing plants, a wide network up of Sales & Service offices across the country as well as over 500 channel partners. Siemens brings to India state-of-the-art technology that adds value to customers through a combination of multiple high-end technologies for complete solutions. Today, Siemens, with its world-class solutions plays a key role in India’s quest for developing modern infrastructure. 6 Philips, India Makers of audio, video products, domestic appliances, & more. As a world leader in healthcare, lifestyle & lighting, Philips integrates technologies & design into people-centric solutions. Mission- To improve the Quality of people’s lives through timely introduction of meaningful innovations. 7 BPL Includes a shopping gallery & also corporate information including home entertainment, appliances, digital & mobile services, medical electronics, & consumer telecommunications.


8 Bose Corporations Bose Corporation develops & manufactures audio devices (including speakers, amplifiers, headphones, automotive sound systems for luxury cars), automotive suspension systems, & performs some general research (such as debunking cold fusion). The company was founded in 1964 by Amar G. Bose, a professor of electrical engineering (who retired in 2005) at the Massachusetts Institute of Technology.

9 Haeir India Haier India started its commercial operations in January 2004 and is a 100 per cent subsidiary of the Haier Group. The India launch was started with innovative products which were designed keeping the day to day customer needs in mind -- products that will transform the customer's every day living into inspired living. 'Products that will make your today better than yesterday.' Haier India launched BMR technology for the first time in India followed by the Double Drive which is a newly patented technology


Company Profile One of the most recognized brand names in the world today, Sony Corporation, Japan, established its India operations in November 1994, focusing on the sales and marketing of Sony products in the country. In a span of 15 years Sony India has exemplified the quest for excellence in the world of digital lifestyle becoming the country’s foremost consumer electronics brand. With relentless commitment to quality, consistent dedication to customer satisfaction and unparalleled standards of service, Sony India is recognized as a benchmark for new age technology, superior quality, digital concepts and personalized service that has ensured loyal customers and nationwide acclaim in the industry. With brands names such as BRAVIA, BRAVIA Theatre, Cybershot‚ Handycam®, VAIO, Walkman®, Xplod, Memory Stick™‚ PlayStation®. Sony has established it self as a value leader across its various product categories of Audio/Visual Entertainment products, Information and Communications‚ Recording Media, Business and Professional products. In India, Sony has its footprint across all major towns and cities through a distribution network comprising of over 5000 dealers and distributors, 240 exclusive Sony outlets and 19 direct branch locations. Manned by customer friendly and informed sales persons, Sony’s exclusive stores ‘Sony Center’ are fast becoming the most visible face of the company in India. Sony India also has a strong service presence across the country with 20 company owned and 190 authorized service centers and 16 exclusive demonstration centers. A distinctive feature of Sony’s service is its highly motivated and well-trained staff that provides the kind of attentive and sensitive service that is rare today. Sony is committed to ensuring that both the products and the marketing activities employed truly make a difference to people’s lifestyles and offer them new dimensions of enjoyment.


It was in 1946 that Masaru Ibuka and Akio Morita together with a small team of passionate and committed group of employees started to build “Tokyo Tsushin Kenkyujo” (Totsuko), or “Tokyo Telecommunications Research Institute” to the billion dollar global conglomerate that it is today. It was in 1946 that Masaru Ibuka and Akio Morita together with a small team of passionate and committed group of employees started to build “Tokyo Tsushin Kenkyujo” (Totsuko), or “Tokyo Telecommunications Research Institute” into the billion dollar global conglomerate that it is today. The main objective of the company was to design and create innovative products which would benefit the people. From early attempts at creating products like the rice-cooker to the later success of creating Japan’s first magnetic recorder, the innovative company went on to create other hit products which won the company widespread recognition and international acclaim as a truly global company known for its quality and innovative products. Significant product milestones included Japan’s first transistor radio (1955), Trinitron colour television (1968), Walkman personal stereo (1979), Handycam videocamera (1989), PlayStation (1994), Blu-ray Disc recorder (2003) and PlayStation 3 (2006). The company name of Sony was created by combining two words of “sonus” and “sonny”. The word “sonus” in Latin represents words like sound and sonic. The other word “sonny” means little son. Used in combination, Sony is supposed to represent a very small group of young people who have the energy and passion towards unlimited creations and innovative ideas. With the far-sight of expanding worldwide, it was in 1958 that the company formally adopted “Sony Corporation” as its corporate name. Easy to pronounce and read in any language, the name Sony, which has a lively ring to it, fits comfortably with the spirit of freedom and openmindedness.

Company Mission Sony India focused towards making a difference in the lifestyles in the Indian market and open up new vistas of entertainment in the country. Sony India remains committed towards offering new age technology and digital concepts while working hand in hand with the Indian industry to produce 14

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

Business Philosophy To work meticulously by putting calculative & creative efforts to ensure success. To provide high quality products to Consumers.

Ultimate Objectives  Increasing Sales Volume.  Increasing trial.  Increasing repeat purchase.  Increasing loyalty.  Creating interest.  Creating awareness.  Gaining intermediary support.



Sony India Pvt. Ltd.

Managing Director:

Mr. Masaru Tamagawa

Date of Establishment:

November 17, 1994


A-31, Mohan Cooperative Industrial Estate, Mathura Road, New Delhi - 110044, India.

Staff Strength:


Share Capital:

Rs. 550 million

Share Holding:

100% subsidiary of Sony Corporation, Japan

Branch Offices:

Delhi, Haryana, Mumbai, Bangalore, Chennai, Kolkata, Hyderabad, Vijayawada, Jaipur, Chandigarh, Lucknow, Pune, Ahmedabad, Indore, Cochin, Coimbatore, Ghaziabad, Guwahati, Mangalore and Ranchi


Marketing, Sales and After-Sales Service of electronic products & software exports


Products: Televisions, Hi-fi Audios, Home Theater systems and DVD players, Personal Audio (CD/Cassette Radio Players and Walkman®), Audio Video Accessories, Car Audio and Visual Systems, Notebooks, Gaming Consoles, Camcorders and Digital Still Cameras, Digital Imaging Accessory (Batteries, Chargers, Microphone, Photo Printers), Mobile Phones, Recording Media and Energy Devices, Broadcast and Professional products.


Product Profile Basic Consumer Durables

Bravia™ LCD/LED TV Capture the true colours of movies with vast collection of Bravia LCD/LED TVs that pushes the boundaries of TV technology to bring y maximum picture quality in full high definition.

Digital Photography Breaking technological grounds, our Digital Imaging devices and accessories are created with you in mind. We have cameras with compact designs if you wish to carry it in your purse, and cameras with additional features if you’re looking for that something extra. 17

Home Theatre System Combining the latest in video and audio technologies, Sony has developed a series of Home Theatre Systems that provides you with an enhanced home theatre experience.

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


Play Station Gaming would not be the same without the invention of the Sony PlayStation series. In addition to the highly popular PlayStation®2, there’s the handy PlayStation®Portable and next-generation console PlayStation®3.


Competitor’s Profile

The Korean company Samsung has grown to become one the world’s leading electronic companies, specializing in digital appliances and media, semiconductors, memory and system integration. Today Samsung’s innovative & top quality products & processes are world recognized.

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

Samsung, see every challenge as an opportunity and believe that it is perfectly positioned as one of the world's recognized leaders in the digital technology industry. Its commitment to being the world's best has won the No.1 global market share for 13 products, including semiconductors, TFT-LCDs, monitors and CDMA mobile phones. Looking forward, and making historic advances in research and development of its overall semiconductor line, including flash memory and non-memory, custom semiconductors, DRAM and SRAM, as well as producing best-in-class LCDs, mobile phones, digital appliances, and more.



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

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

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


Product Profile


REFRIGERATOR . Side by Side Refrigerator . Frost Free Refrigerator . Direct Cool Refrigerator

WASHING MACHINE . Dish Washer . Steam Washer Dryer . Washer Dryer . Front Load Washing Machine . Top Load Washing Machine . Semi Automatic Washing Machine MICROWAVE OVEN . Solar Dom Microwave . Convection Microwave . Grill Microwave . Solo Microwave


TELEVISION . LCD TV . Plasma TV . Ultra Slim TV . Flat TV

Computer Products . Notebook PC . Desktop PC . Monitor . Optical Storage Devices . Projector


Key Learning’s What is marketing Executive? Marketing executives are involved in developing marketing campaigns that promote a product, service or idea. The role includes planning, advertising, public relations, organizing events, product development, distribution, sponsorship and research. The work is often challenging, varied and exciting. The responsibilities of a marketing executive will vary, depending on the size of the organization and sector, and whether the focus is on selling a product or service or raising awareness of an issue that affects the public. As many organizations have marketing departments, marketing executives can be found in both the private and public sectors, from the financial, retailing and media industries to voluntary and public sector organizations. Marketing executives may also be known as marketing officers or coordinators.

What is marketing Executive work? Marketing executives contribute to and develop integrated marketing campaigns. Tasks typically involve: • • •

• • • • • •


liaising and networking with a range of stakeholders, e.g. customers, colleagues, suppliers and partner organizations; communicating with target audiences and managing customer relationships; sourcing advertising opportunities and placing adverts in the press (local, regional, national and specialist publications) or on the radio (depending on the organization and the campaign); managing the production of marketing materials, including leaflets, posters, flyers, newsletters and e-newsletters and DVDs; writing and proofreading copy; liaising with designers and printers; organizing photo shoots; arranging for the effective distribution of marketing materials; maintaining and updating customer databases;

• • • • • • • •

organizing and attending events such as conferences, seminars, receptions and exhibitions; sourcing and securing sponsorship; conducting market research such as customer questionnaires and focus groups; contributing to and developing marketing plans and strategies; managing budgets; evaluating marketing campaigns; monitoring competitor activity; Supporting the marketing manager and other colleagues.

How training of marketing executive done? Training for marketing executives varies depending on the organization but generally, the majority of the training will be on the job. However, formal induction training may be offered by larger organizations offering graduate schemes. Such inductions usually reflect the structure, culture and practices of the organization. There are also a variety of short, external courses available, specifically designed for marketing professionals. For example, the Chartered Institute of Marketing (CIM) runs a variety of short courses, which many organizations encourage their employees to go on as part of their continuous professional development (CPD). The Institute of Direct Marketing (IDM) also offers a range of professional development and training courses. Some employers encourage marketing staff to study towards the more formal qualifications offered by the CIM and may offer financial support, provide study leave, or both. Studying towards a CIM qualification requires CIM membership but associated benefits include attending marketing workshops and seminars free of charge or at a reduced fee. The CIM qualifications, which usually take one year to complete, include: • •


Introductory Certificate in Marketing - available to anyone wishing to gain basic skills in marketing; Professional Certificate in Marketing - available to those in junior marketing positions, those aspiring to a career in marketing or those moving to marketing from other backgrounds;

Professional Diploma in Marketing - for marketers concerned with managing the marketing process at an operational level and looking to progress into marketing management; Chartered Postgraduate Diploma in Marketing - for those who have already gained significant knowledge and/or experience in marketing - this qualification focuses on the strategic aspects of marketing management.

What are the skill required in marketing executive? The Marketing executive needs a good knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar. The Marketing executive needs knowledge of business and management principles involved in strategic planning, resource allocation, human resources modeling, leadership technique, production methods, and coordination of people and resources. The Marketing executive must have knowledge of media production, communication, and dissemination techniques and methods. This includes alternative ways to inform and entertain via written, oral, and visual media. The Marketing executive must give full attention to what other people are saying, taking time to understand the points being made, asking questions as appropriate, and not interrupting at inappropriate times. The Marketing executive uses logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems. The Marketing executive needs to be able to persuade others to change their minds or behavior in order to sell products or services. The Marketing executive must be aware of others’ reactions and understanding why they react as they do. Often Marketing Managers need to talk to others to convey information effectively. While considering the relative costs and benefits of potential actions to choose the most appropriate action for the purpose of promoting their product or service. The Marketing executive Job requires a person to be reliable, responsible, and dependable in fulfilling obligations. They are required to be careful about detail and thorough in completing work tasks. A Marketing executive must be very pleasant with others on the job and display a good-natured, cooperative attitude with clients as well. They must be honest and ethical in 27

their work and with their workers. The Marketing executive is required to show a willingness to lead, take charge, and offer opinions and directions to their crew. Most of all the Marketing executive r needs to be persistent in the face of obstacles.

What is the career in marketing executive? Promotion will generally be to marketing manager (usually after three to ten years) and then marketing director (usually after 10 to 15 years). Career progression is firmly linked to gaining relevant experience and key transferable skills. One way of achieving this is by moving between inhouse departments or working in a marketing agency/consultancy for several different clients. It may also be advantageous to move companies to obtain more rapid career development. Marketing professionals can choose to remain in a general marketing role or specialize in a specific area of marketing, such as event management, direct marketing, marketing communications or public relations. You may also choose to become a freelance marketing consultant. Increasingly, further qualifications, such as those offered by the Chartered Institute of Marketing (CIM) are becoming a prerequisite for more senior marketing positions. The granting of chartered status for individuals who meet the stringent criteria specified by the CIM has raised the image of the profession and means that chartered marketers are now ranked alongside other chartered professionals, such as surveyors and accountants.

What is importance of marketing executive in organization? The Marketing executive formulates, directs and coordinates marketing activities and policies to promote products and services, working with advertising and promotion managers. The Marketing executive identifies, develops, and evaluates marketing strategy, based on knowledge of establishment objectives, market characteristics, and cost and markup 28

factors. Marketing executive direct the hiring, training, and performances evaluations of marketing and sales staff and oversee their daily activities. Often the Marketing executive evaluates the financial aspects of product development, such as budgets, expenditures, research and development appropriations, and return-on-investment and profit-loss projections. It is important to develop pricing strategies, balancing firm objectives and customer satisfaction by the Marketing executive. The Marketing executive compiles lists describing product or service offerings. Importantly to initiate market research studies and analyzes their findings. The Marketing executive in order to perform his job must use sales forecasting and strategic plan to ensure the sale and profitability of products, lines, or services, analyzing business developments and monitoring market trends. A Marketing executive coordinates and participates in promotional activities and trade shows, working with developers, advertisers, and production managers, to market products and services. The Marketing executive consults with buying personnel to gain advice regarding the types of products or services expected to be in demand.

Significant Point • •

• •


Keen competition is expected for these highly coveted jobs. College graduates with related experience, a high level of creativity, and strong communication and computer skills should have the best job opportunities. High earnings, substantial travel, and long hours, including evenings and weekends, are common. Because of the importance and high visibility of their jobs, these managers often are prime candidates for advancement to the highest ranks.

Key Competencies            


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

Job Description The work I have to do as a marketing executive in the company was as follows:

Handling the Store Tasks include taking care of the store, look after the customer requirement their needs and to take care of their of the queries.

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

Handling the Customer Queries Task includes to take care of the customer queries and difficulties and their needs and their future expectation from the company

Tele calling I was responsible for calling the customers for their problem or to informed them about the product availability.


Taking care of Store Staff I got the task to looks after the store staff and to see whether they face any difficulties in selling the products or closing the sales. Market Survey I got the task to find out the sales of others store located around Bandra i.e Croma, Vijay Sales etc Feedback The last work was to take feedback from customer and their and their thinking about the product and service we give to them. In this we came to know the requirement of the product and also about the store like Salesperson, environment of the store, location etc.


Conclusion According to my internship of 60 days in Sony India ltd, it reveals that Sony is real as well as a great leader in electronic and consumer durable. Sony is masters in Bravia LCD/LED TV; Cyber shot camera, and vaio notebooks. Sony has credibility in these products. Sony as a brand is so popular in rich class people; they think it is nothing but a status symbol. Sony is facing tough competition with Samsung & LG because of reasonable price & quality. But whenconsidered service attitude, one pricing policy, promotion policy, quality of a product, professional appearance & knowledge of staff regarding product features and function, Sony is far ahead from Samsung & LG. Sony plays a vital role in consumer durable market


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