Samsung Marketing Research

TABLE OF CONTENTS S.No.

SUBJECT

1

METHODS OF COLLECTING DATA

2

INDUSTRY PROFILE

3

SAMSUNG LOGO CONCEPT

4

INTRODUCTION

5

BOARD OF DIRECTORS

6

COMPANY PROFILE

7

OBJECTIVE OF THE STUDY

8

GOLDEN ERA OF CTV

9

SAMSUNG VISION

10

PRODUCT PROFILE (COLOR TELEVISION)

11

SAMSUNG PHILOSOPHY

12

CTV PRODUCT PROFILE

13

ADVERTISING SCENARIO

14

SAMSUNG SERVICE NETWORK

15

RESEARCH METHODOLOGY

16

RECOMMENDATIONS

17

SWOT ANALYSIS

18

FINDINGS

19

TURNOVER PROFIT(CTV MARKET SHARE)

20

CONCLUSION

21

BIBLIOGRAPHY

PREFACE Theoretical and practical knowledge are the two different but inter related aspects, which makes the concepts clear and vision bright and help in facing the actual situations. Although theory is the first and important step which acts as a base and create a picture in mind for a thing but practical knowledge which bridges the gap between the imaginations and realities. So practical knowledge is very important for developing thoughts and giving shape to them. Field training has been made a part and passing of our training programme. This type of training programme is very helpful as:-

It installs a feeling of belongingness.

-

Feeling of exceptness

-

Development of better understanding of concepts.

-

Generate morale

-

SWOT Analysis (Strength, weakness, opportunity and threats

-

Acquaint students with job performance standards.

This practical training could be taken as a beginning of a process of indoctrinization into the ways of business organisation and it is the first step which would be helpful in future prospects.

This report is an endeavour to highlight various aspects of interdepartmental and infra-departmental relationships, communication pattern, industrial scenario and prospects of electronic industry.

THE FOLLOWING METHODS WERE USED BY ME TO COLLECT THE DATA.  Observation Method  Interview and Discussions  Questionnaire Method  Consultation of Records etc.

This present report has been divided into various chapters, which includes discussion about industrial scenario of the Television industry, Company Profile of Samsung International Ltd., Research Methodology, Work Schedule, Recommendation and Conclusion.

INDUSTRY PROFILE In the wake of 20th century a revolutionary breakthrough in the area of technology revoked the whole world due to the efforts of scientist J.L. Baird. Earlier people believed that only sound can travel long distances, but this myth was subdued with the invention of television in 1926. Television came in India in 1959 with transmission centre at Delhi. Earlier this magic box was meant only for the higher strata of the society, but with the competition & reduction in prices it was made available for the middle & lower classes of society also. C.T.V. came in India in 1980 during Asiad Games. With the inception of colour TV many players emerged in the market. These entrants were Weston, Atari, Salora, Dynora, Binatone, Uptrone, Konark, BPL Sanyo, Nelco, Bush, EC etc. Most of the manufacturers made Black & While TV’s as well as colour televisions. Onida, which came, up, with sleek vertical model & priced it at a premium range for ahead of rest. Binatone, a very sophisticated company, which had collaboration with British Dynamic Ltd. was offering stereophonic sound in CTV models. Nelco, from the house of TATA, came out with Blue Diamond range of CTV’s. Some other leading brands were Philips, Uptron, Weston etc.

The late eighties saw a massive shakeout & half of the players disappeared. Earlier it was “Sellers Market” but with cutthroat competition market turned into “Buyers Market” & the product was designed keeping customers satisfaction in the mind. The remote control became the integral part of CTV’s, Audio & Visual Quality was upgraded & new features added. After 1988 only a few major players were left in the market with the few other regional players with a fringe presence.

These were BPL, ONIDA,

VIDEOCON & PHILIPS. Major broad leaders set up R&D facilities. Soon the CTV market in India was a mature one with high quality product having special features. In the pest Liberalisation era of 1991, doors were fleeing open to foreign operators. Many new brands came flooding in & the competition heated up. Foreign majors like Sony, National Panasonic, Akai, Gold star, Samsung, LG, Daewoo, Aiwa, Hitachi, Konka etc. entered the Indian market offering big screens & better sound quality with added features. All the above mentioned brands have occupied a place of its own, highly powerful & of greater significance that were recalling of the name enables people to identify the brand, its owner, various products sheltered under it and so on and so forth. All this is accomplished by the awareness created by the mass media in the consumer’s mind.

SAMSUNG LOGO CONCEPT  Samsung’s corporate logo projects Samsung’s firm determination to become a world leader. Its blue colouring suggests both stability and reliability and projects a warm, intimate feeling.  The name is written in Roman Script, making it easier to be read and remembered throughout the world. It is superimposed over a dynamic, new logo design, giving an overall image of an enterprise on the move.  The elliptical logo shape symbolizes the world moving through space, conveying a distinctive image of innovation and change. The first letter “S” and last letter, “G”, partially break out of the oval to connect the interior with the exterior, symbolizing Samsung’s desire to be one with the world and to serve society as a whole.

INTRODUCTION “SAMSUNG IS CONSOLIDATING” Samsung has been making efforts to serve the world with export trade, technology development, and social contribution for the 64 years since the foundation of the company in 1938. It is difficult to describe Samsung in few words. Samsung’s business area range from semiconductor to oil tankers and from trade and banking to information communications. Samsung’s technology research and development, investment and service include 170,000 employees at 305 international offices in 65 different countries. However the trend of expanding corporations is slowly changing.

Samsung actively adjust to the change by

restructuring the fundamental business towards the future core area and by pursuing vale-added products and services.

During Korea’s1997 economical

crisis and the following corporate restructuring, Samsung survived because it had started a new management campaign as early as 1993, moving from a quality centered management style to a quality-centered one. Samsung is re-organizing its businesses, focussing on the electronics, banking and the service industries to become the global leader in the 21st century.

Today’s rapidly changing FMCG market requires specialized marking inputs to ensure the success of any product. Since the entry of SAMSUNG in 1995 in India the rules of the game have changed drastically. Keeping in pace with these, Samsung’s dynamic and aggressive marketing plans have ensured that the brand is placed among the best available. With the entry of a large International players the customer has got wider choice to select plan. He is truly the King today.

FOLLOWING ARE THE BOARDS OF DIRECTORS: NO. 1.

TITLE Director

NAME Kun

NATIONALITY

REMARK

Korea

President of Samsung group

Korea

Ceo and president of Samsung corp.,

Hee Lee 2.

Director

Sang

housing

Dae Lee 3.

4.

Director

Myung

Korea

Ceo & president of samsung corp.,

Kwan Hyur

housing

Director/A

Nae

Professor

uditor

park

hoi Korea

COMPANY PROFILE CHRONOLOGICAL GROWTH OF SAMSUNG 1940’S Foundation of Samsung On March 1, 1938, the late founding Chairman Byung Chull Lee started a business with the name of “Samsung” in Taegu with 30,000 won in capital. In the early days of Samsung’s business, the company exported dried fish and vegetables and fruits produced around Korea to Manchuria and Beijing. Soon Samsung also started manufacturing and sales activities by setting up a flour mill and confectionery machines. In November 1948, the late founding Chairman Lee moved Samsung’s office to Seoul and founded the Samsung Corporation. This marked the beginning to Samsung’s entry into full-scale international trade. Samsung Corporation be come known for its usual management style (for those days), such as letting its employees to participate in the company’s investment and profit sharing and rewarding employees for their abilities. 1950’s The Principle of Economic Stabilization

After Korea’s Independence from Japan in 1945, the Korean economy become unstable due to political and social unrest. The Korean War (started in June 1950) also decimated the economy. Samsung Corporation, which had been growing steadily, lost all its assets during the war. Despite this loss, the company refused to become discouraged. Instead, management moved the company to Pusan (the main port city in the Southern tip of the Korean penisula) in January. Samsung began the first step of its grand idea to rebuild Korea’s economy by entering the manufacturing industry. It began substituting imported goods with domestically produced products through the establishment of Cheil Sugar Co. (currently Cheil Jedang, now an independent company from Samsung) in 1953, The following year, Samsung established Cheil industries and opened the era of Korean produced fabrics, which also helped to rebuild Korea’s economy. Until the mid – 1950s, most Korean companies hired employees based on relationships through schools, families, and relatives.

However, Samsung

become a leader in modern business partices, being the first Korean company to recruit new employees through a public and established personnel management system in 1957. This management system was designed to recruit and cultivate a highly efficient work force, and it instituted policies to rainproof the welfare of its employees. 1960s Entering the Electronics Industry and Expansion of Key Industries

Following the April 19 Revolution (1960) and the May 16 (1961) military coup in Korea, Samsung faced many difficulties under the resulting social upheaval. During this period, Samsung prepared a new to rebuild the Korean economy. In 1969, it established Samsung Electronic Co. Ltd. a company that would help develop Korea’s electronics industry into a worldwide competitor.

The late

founding Chairman Lee believed that “electronics is a value-added industry that requires technology and skilled labor and had great growth potentials both at home and aboard. “He determined the electronics was exactly the type of Industry Korea needed at that economic stage. As demonstrated by the current success of Samsung Electronics in semiconductors, he could not have been more right. Samsung also established Korea Fertilizer Manufacturing Co. (currently Samsung fine chemicals Co. Ltd.) Samsung sought the expansion of several key industries and started to gain as a corporate leader in Korea. From this time, Samsung started to pay attention not to the business, but also to social contribution programs, The Company invested large amounts of money into Taegu and Sung Kyun Kwan universities to educate talented people. To return the company’s profits to society, it created the Samsung Scholarship Foundation in January 1964. It also developed the Samsung Foundation of Culture in April 1965 to take a leading role in Korea’s social and cultural development. 1970s Entering the Chemical and Heavy Industries.

The 1970’s marked the period when Samsung laid the foundations for several future strategic industries: heavy chemical, and petro chemical Prepared in August 1973, Samsung’s “second five-year management plan” included intensive investments to the each chemical industry as well as the establishment of a new ship building company.

To strength then Korea’s

competitive power internationally in the textile industry, Samsung also integrated the manufacturing process from raw materials to final products. As a result, it established several other companies; Samsung Heavy Industries company, Ltd. (1974), Samsung shipbuilding company, (1977, when Samsung acquired Daesung Heavy Industry Company), and Samsung precision Company (1977-now Samsung Aerospace industries, Ltd.) From the early 1970s, Samsung Electronics Products electronic home appliances such as TVs and VCRs, and began to enter the international market. In 1947, with the taking over of 50% of Korea Semiconductor Co. Samsung Electronic began its reign as a leader in the semiconductor field. 1980’s Entering International Markets Based on Technology In 1978, Samsung Semi conductor split from Samsung Electronics to become a separate entity. Until 1983, Samsung produced semiconductors for the domestic market. With the successful development of a 64K DSRAM (Dynamic Random

Access Memory) VLSI chip in December 1983, Samsung took a world leading position by introducing many new semiconductor products. Samsung precious Company (established in 1977) laid the foundation In another high tech industry. Renaming the company to Samsung Aerospace Industries, Ltd. in February 1987, Samsung officially entered the aerospace unprecedented speed and it plans to participate in the development of future space stations, as well as space facilities to the Moon and Mars in the early 21 st century. Samsung entered of the systems development business by establishing Samsung data Systems Company.

The Samsung Advanced Industries to Technology

(1987) helped Samsung further expand into such fields as electronic, semiconductor,

high

polymer

chemicals,

genetic

engineering,

optical

telecommunications, and the aerospace industry, solidifying the company’s technological foundation in the 1990s. The foundling chairman, Byung-Chull Lee, passed away on November 19, 1987, and Kun-Hee Lee succeed his father as the new chairman. At the 50th anniversary of Samsung’s foundation in 1988, he announced the “second founding” of the Group, directing Samsung’s growth towards becoming a leading world-class corporation of the 21st century. For this “second founding” Samsung launched into new projects dealing with restructuring old business and entering new ones. In a move towards becoming

one of the world’s top five electronics companies, Samsung merged an electronics company with a semiconductor telecommunications company in 1988. The merger helped Samsung maximize its technological resources and develop value added products. The integration of overlapping projects reduces and develop value added products. The integration of overlapping projects reduces costs and efficiently utilized capital as well as labor force. The late 1980s marked the time when Samsung concentrated its efforts on electronics and heavy industries and started to build its high-tech reputation in the world. 1990’s Growth towards Global Leadership In the 1990s, competition, mergers, and coalitions among companies increased tremendously.

Up-to-date technology and service expanded and industries

entered an age if limitless competition between countries and companies. Samsung, declared the state of its New Management program in 1993. Concentrating on making world class products, providing total customer satisfaction, and being a good corporate citizen made the New management program a remarkable corporate innovation. Samsung started to pursue a full-scale quality drive and world best strategy. As a result, 17 different products (including semiconductors, computer monitors, TFTLCD screens, and color picture tubes) ranked in the 5 products for market share in their respective areas. Twelve other products took the top market ranking in their areas.

Samsung led the LCD field in market share for all seven consecutive years since entering the field in 1993, Samsung Heavy Industries’ drill ship, a probe vessel for a sub marine oil field, captured 60% of the world market. To emphasize the importance of courts and customer service, Samsung Human resources Development Centre has been conducting customer service lectures for all Samsung customer service personnel.

Additionally, the Shills Hotel has

managed etiquette and manner courses and customer service for the employee of such Samsung aviates as Samsung Life Insurance, Samsung Securities, and Samsung Card. In the service area, Samsung company utilizes the “Line Stop” system: when inferior product are discovered, the production line completely stops until the problem in solved.

For better satisfaction of customers, the

company instituted inside system improvements and outside service enforcement such as Samsung Corporation’s 48-hour Home Express system and Samsung Cards’ service guarantee system.

Since 1990, Samsung has increased its

0participation in social welfare, environment conservation, and cultural events to become a good corporate citizen. Samsung actively participates in sports marketing. As a result of its intensive efforts, Chairman Kun-He Lee was selected as a member of the International Olympic Committee (IOC) in July 1996, His appointment greatly enhanced

Samsung’s image as a key contributor to the world of sports. In late 1997, due to Korea’s economic, the business activities of all companies in Korea shrank, samsung restricted personnel, and improving the sonless or its financial structure. Samsung reduced the number of its affiliates to 47 companies. The company sold 10 business units to overseas companies for 15 billion dollars, including. Samsung Heavy Industries’ highly acclaimed construction equipment business foundation to Volvo AB of Sweden and its business units to Clark. It also lowered 1997’s 365% debt ratio to 183% late 1999 and reduced its labour force by almost 50,000 people. In the 2000 years Samsung will grows as a leader of the information society, identified with digital and internet technology by concentrating on electronic, banking and services.

OBJECTIVE OF THE STUDY The objectives formulated for this study are as under; 

To study the market conditions with reference to color TV market



Finding present position of Samsung in CTV market



Comparative study of Samsung CTV with other brands.

GOLDEN ERA OF CTV Since the liberalization grabbed the country “WHITE GOODS MARKETS” has become the battle field among the Indian and global players whose skeptics are unimpressed, even then are instability been to play their card. Today’s, companies are undergoing fresh reappraisal in the light vast Global Technology, Economic and social of demand are resulting from the resting income levels of consumers and more inclination of consumers towards branded product. Today customers face a platitude of product in every category. In the vast choice customer gravitated offering that best meet their individuals expectation. So, brand marketing go from expounding splurge of their products to claims of excellent services. In fiercely competitive market, question of viability does not let any company to compromise which any of its function of marketing, advertising, production R&D etc. few of domestic brands become vulnerable to the arrival of global brands, but some of Indians brands claim the benefit of strong recognition of their brands in the market to local customers and are trying to match their brands quality with that of Multinational brands, but there are Multinational giants perpetually showing their manoeurbravility to mark the difference. Indian brand makes find themselves at ease to catch the pulse of customers and think that foreign companies are new to Indian cultural and could misjudge the market, but Multinational companies are employing best suitable

methods and sound technologies to impinge upon past record in their favor. So Indian soil is witnessing both the Indian and global brands vying for Major share. Today mass markets are fragmenting into micromarkets, so brands builders are using every savvy to catch pulses of consumers but today’s customer is discerning and exhibit varying and diverse requirements. Customer are buying director through catalogues., telemarketing and internet, etc. Price discounts and sales promotion is rampant (Exchange offers etc.) and eroding brand loyalty diminishing consumer loyalty means that companies must re-examine their foundational concept and even reverse the premised on which they built their successful business. Inspite of cut-throat competition in white goods market, Mega global brand are keen to in view their lot projected Foreign direct investment in core industries.

SAMSUNG VISION Samsung India’s Vision entails helping people improve the quality of their lives by providing them with superior quality, state-of-the-art technology products at the right time and the right price. But beyond its role as a purveyor of quality products in India, Samsung seeks to contribute to the economic growth of the country through its export commitments and large scale production facilities generating secured employment for hundreds of Indian people. At Samsung, we strive to contribute to the development of the electronics and components industry in India:  By enhancing the knowledge levels of our workforce through the introduction of our advanced management systems and production Know-how in our manufacturing facilities.  By introducing our Indian vendors to our world class quality systems and helping them improve their our quality systems and production processes;  And setting benchmarks for the industry-be it in terms of after sales service for our products, quality systems and management techniques at our facilities, or our products themselves.

IN THE PIONEERING TRADITION SAMSUNG INDIA ELECTRONICS LTD. – AN OVERVIEW.

PRODUCT PROFILE:COLOUR TELEVISION. Tantus, Plano, Metallica and Hitron are some of the sub brands under which the Samsung Colour Televisions are available. While Tantus represents the Digital ready range comprising of the large screen Projection televisions and the 40” LCD Projection TVs. The Samsung ‘Plano’ colour television range comes with the award winning ‘Dyna Flat’ technology and is available in the 15th, 21st, 25th and the 29th screen size segments in India. The Dyna Flat technology in the Samsung ‘Plano’ range ensures perfectly flat images that have no visible curvature when viewed from any angle and remarkable colour purity.

The

Metallica series, represents the success of the Samsung India R&Dcenter and that of Samsung Electronics, Korea, in producing a product designed as per the Indian customer needs and preferences.

The Metallica series meets the Indian

customer’s preference for powerful sound by

combining stunning sound

technology with breakthrough picture production to give a complete audio-visual experience. Samsung India is targeting a market share of in colour televisions by the end of the year 2002. Its Parent Company, Samsung Electronics which currently holds a 8.5% market share in the Global CTV Market, is targetting to be No.1 CTV player globally by the year 2003 with a 10% market share. BIO-FRESH REFRIGERATORS: The Samsung ‘Bio Fresh’ Refrigerator range is available in capacities ranging from 310 litres to 680 litres. At the heart of Bio Fresh refrigerators is the Bio Ceramic technology. Ceramics form a part of the raw materials used in the manufacture of the Vegetable Compartment and have the unique property of emitting ‘Far Infrared Rays’ (FIR). The FIR helps retain the moisture content in the vegetables, fruits and other natural products, keeping them fresher and tastier for longer. Samsung’s technological expertise is manifest in the Dynamic Super X Flow Cooling System that its premium refrigerator range is equipped with. The new generation Dynamic SuperXFlow is designed so that cold air can be distributed from 4 sources-bottom, left, right and back. This leads to 35% faster cooling and refrigeration of every compartment evenly even if it is filled to capacity.

WASHING MACHINE The Samsung washing machines are designed to wash clothes clean as if they were washed by hand. The Hydroject washing action is unique to Samsung’s Top Loading Fully Automatic Washing Machines. The Waterfall flow causes a strong flow of water to stream down from the top, helping light clothes to come in contact with the pulsater, enabling a perfect wash. This is complemented by the Centrejet, which is a strong gush of water formed right at the center of the washing

machine,

which

forces

the

dirt

out

of

the

clothes.

The Samsung washing machines have an ergonomical design and fuzzy logic controls. The models currently available in the market are in the 5.5 kg.-6 kg. Capacity range including the fully automatic top loading and front loading versions. AIRCONDITIONER Samsung has introduced in the Indian market its wide portfolio of Window and Split Air conditioners, available in the capacities between 1.0 tonne to 2.0 tonne, in both window and split versions. The Samsung Instachill Airconditioners are equipped with a special 4 row condenser coil for faster cooling. Extra 2 rows of coils provide double the surface area for the refrigerant to dissipate its heat. This results in faster chilling, thereby putting lesser strain on the compressor-resulting in lower electricity bills. Further only Samsung Airconditioners are equipped with a 3 stage filtering operation. The antibacterial filter sieves bacteria, the

electrostatic filter remvoes dust and the deodorizing filter removes bad odour to give more healthy air to breathe. MICROWAVE OVEN Samsung commenced the microwave business in India in July 1997 by launching microwave ovens, based on imports from Korea. Subsequently in March 1999, it commenced the manufacture of Microwave Ovens in India. Today, Samsung Electronics holds the top share of the world microwave oven market with 24% market share. The Samsung microwaves after various combinations to meet the needs of different customers-microwave. A unique bio ceramic enamel cavity in the Samsung microwave ovens, compared to the stainless steel cavity in other brands, enables the Samsung microwave oven to retain much more Vitamin C and F in the food during cooking, make faster and more gentle cooking of food and enables easier cleaning.

THE SAMSUNG PHILOSOPHY WE WILL DEVOTE OUR HUMAN RESOURCES AND TECHNOLOGY TO CREATE

SUPERIOR

PRODUCTS

AND

SERVICES,

THEREBY

CONTRIBUTING TO A BETTER GLOBAL SOCIETY. DEVOTE HUMAN RESOURCES AND TECHNOLOGY: By “human resources”, Samsung is referring to people who recognize their duties as members of a global society, exert their full potential and contribute to the betterment of society.

By “technology’, Samsung is not only referring to

technology for product development, but also to the technology for improving the quality of life in general. CREATE SUPERIOR PRODUCTS AND SERVICES: To fully satisfy customer needs, Samsung will concert its efforts to create superior products and services.

CONTRIBUTE TO BETTER GLOBAL SOCIETY: To provide people with a better quality of life, Samsung will give back a portion of its profits to customers, society and the world as a whole. As a global corporate citizen, Samsung recognizes its responsibility to spare no effort to increase the prosperity of society. At Samsung, we believe in returning to the community some of the profits we earn from it, through the social causes we espouse. We view ourselves not as an MNC operating in India, but as an ‘Indian Company’ operating here, conforming to the laws of the country and committed to working for the Indian community. We want to be seen as the ‘Most Respected’ Indian Company.

CTV PRODUCT PROFILE Samsung India Electronics Ltd. has a varied range of TV’s to offer to the Indian Market. Few of the important among them are listed as follows: Samsung Color Television Bio Series TV CZ-14D8(14”) 36 cms 

Hitron Circuitry



On/Off Timer



Child Lock



100 Program Memory



Zoom and Wide Modes



100W PMPO



Auto Sound Leveller



5 picture Modes



Full Function Remote



Game Mode



Bilingual OSD

Samsung Color Television Bio Series TV CS-20D3(20”) 51 cms 

Auto Kinetic Bias



Auto Search



Pal B/G Color System



5 Picture Mode



Digital Audio Vision



200W PMPO



Multiligual OSD



Channel Sorting



Blue Screen



Channel Scan



100 Channels

Bio Series TV CZ-20D8(20”) 51 cms 

Hitron Circuitry



Glow Remote Control



150 W PMPO



200 Program Memory



Auto Sound Leveller



Game Mode



Child Lock



Bilingual OSD



Two Speakers



Euro/Multi Colour System



Auto Tunning on Remote



Pickn choose

CS-21D8(21”) 53 cms 

100 Program Memory



Full Function Remote



Child Lock



On/Off Timer



A/V Stereo



5 Picture Modes



Game Mode



200 W PMPO



Bilingual OSD



Hitron Circuitry



Zoom and Wide Modes



Auto Search Function

CS-21S7 (21”) 53 cms 

Plug and Play



4 Speakers



100 channels



Channel Naming



A2 Nicarn Stereo



800 W PMPO



Melody Sound (Power on/off)



Auto Kinetic Bias



Sleep Timer



5 Band Graphic Equalizer



Turbo Sound



Auto Sound Leveller



Transparent OSD



Curtain Effect

CZ-21E4(21”) 53 cms 

Hitron Circuitry



5 picture Modes



140 W PMPO



200 Program Memory



Bilingual OSD



53 cms Picture Tube



FFST Screen Flatness



Channel Sorting



2 Speakers



Euro/Multi Colour System



Back A/V IN



Monitor Out

CZ-21S1(21”) 53cms 

Zoom and Wide



180W PMPO



On/Off Timer



Child Lock



Auto Search Function



Auto Sound Leveller



100 Program Memory



Hitron Circuitry



Bilingual OSD



5 Picture Modes



Game Mode

CS-25M6(25”) 64cms 

Pure Flat TV



Glow Remote Control



Digital Noise Reduction



Color Tone 5 modes



DVD Input



Auto Sound Leveller



A2 stereo



Turbo Sound



300W PMPO



64m Picture Tube



200 Program Memory



Game Mode



Multi System



Child Lock



Auto Tuning on Remote



Monitor Out

CS-29Z4(29”) 74cms 

100 Hz natural scan



Pure Flat CRT



Dolby Pro Logic



2 Timer PIP (Picture in Picture)



Digital Comb Filter



Auto Kinetic Bias



450 W PMPO



DVD Input



VGA PC Input



74 cm Picture Tube

ADVERTISING SCENARIO OF VARIOUS TELEVISION BRANDS Samsung emphasizes more on its technology. LG, their advertisement emphasis on health, which they consider as their promotional strategy in order to attract the customer at various level. SONY is consolidating on its international brand image. PANASONIC has a comparison to show its color television as superior with the rest of the brand. BPL emphasizes on its various features trying to convey that its color Television is for all the Segments. Some of the leading Television brands have been discussed below. SAMSUNG Punch line – “EVERYONE’S INVITED” Their advertisement focuses more on the features, which is present in their color television. Samsung’s latest compaigns show about their technologically superior quality. Their ads focus more on sound clarity and picture quality. They have a wide range of television series such as Tantus, PLANO and Bio televisions. Samsung is trying to capture the upper middle class and the middle class. During the festive season they come up with various schemes such as the SAMSUNG “PHOD KE DEKHO” to attract the customers.

LG Punch line – “EXPAND YOUR LIFE” LG lays more emphasis on the goodness of health through their advertisements to attract customers at various levels. Their ads focus more on the eyes for a better viewing purpose. Their Golden Eye television is a revolution in itself as no matter how long you watch TV, your eyes simply won’t get strained. LG caters to the middle and upper middle class and has a tough competition from other leading brands. BPL Punch line – “BELIEVE IN THE BEST” BPL advertisement focuses more on the features so that the customer gets educated more about their color television. They are trying to show that their color television is value for money. Brand image of the company is there is the market on which they are capitalizing. Free gifts are being given on the purchase of their televisions in order to attract the customer. They are not targetting any particular segment but trying to convey that their colour television is affordable by the entire segment. PHILIPS Punch line – “LETS MAKE THINGS BETTER”

They are focussing on technology and the price. Their aim is to target to all the segments providing customers with superior technology at affordable price. Price strategy was shown in their advertisement campaign to show that their color television are affordable, middle class and the lower middle class can offerd their color television. Comparison test was shown with SAMSUNG and SONY into prove their color television technologically superior. Their main aim is to put television technology at the top and bring prices at the bottom. VIDEOCON Punch line – “BRING HOME THE LEADER” They are trying to focus on the features especially sound output. In their latest compaign of BAZOOMBA they are focussing on sound output because sound is the most important feature a customer actually goes for. They are targetting to the entire segment. They are trying to show that their colour television is affordable.

SONY Punch Line “It’s A Sony” International brand image is so strong that they need not say anything besides it’s a Sony. Their prices are high basically catering to the upper class and the upper middle class but due to the strong international image their product are very popular in the market. Their advertising is easy to understand by a customer,

which gives insight of their product. Trinitarian is the technology given by Sony. They come out with various schemes and discounts to here the middle class people.

SANSUI Punch Line “BETTER THAN THE BEST’ Sansui’s latest advertisement shows about their latest feature the combine television. Though their advertisement they are trying to convey that V.C.D., Television and A.C.D. is there is one television so that the customer will get attracted towards their color television. Through their advertisements they are trying to convey that it is the latest technology which they are providing while others are still using the outdated technology. THOMSON Punch line “HAPPY TECHNOLOGY” Thomson advertisement focuses on technology. Their advertisement cooping focuses on the various features, which they are providing in color television. They are not targeting a particular segment but those who are very keen about the technology they should do for Thomson that is what their advertisement is trying to convey.

AIWA Punch Line “ PURE PASSION”

AIWA colour television advertisement strategy is based on skinning strategy. Rates are priced low in order to capture the market. In most of their advertisement campaigns they have shown low rates and exchange offer in order to attract the customer. Exchange offer is there to capture the middle class. Aiwa is a sister concern of Sony and as far as their advertisements are concerned, they haven’t mentioned about technology.

SAMSUNG SERVICE NETWORK Samsung India has set up a widespread service network comprising of 15 Gold ASC’s and over 550 authorized service centers to support its increasing sales. Samsung is increasingly utilizing the web and networking with the parent company to better its service offer to its Indian customers. All the Samsung Authorized Service centres having internet access can log on the ASCNET and be in touch with the company on real time basis. Samsung is the only company in consumer electronics industry to have this system in place which essentially translates into an entire service network being linked through the net for day to day working. With the successful implementation of ASC Net, the complete supply chain process has been automated for service. Space parts ordering is entire and the Authorized service centre can at any point of time log onto the website and know the stock position and the order status of the spares he is ordering. The ASC Net is not just bringing efficiency to the company’s internal service infrastructure, but the system is helping both the company and the ASC’s in correct forecasting and timely delivery of spare parts, thereby reducing the inventory holding costs of ASC’s and the company. Beyond its role of facilitating more efficient supply chain management, the company plans to apply state of the art web casting to the ASCNET this year. That is use it as a tool for Distant learning with its ASC’s.

The company is sending technical bulletins, training material ; service related manuals and other communication through the web. The biggest advantage of ASC Net line in the faster and easier communication that it facilitates, which enables the company to service customers more efficiently. In fact, Samsung was the first company to initiate a B2C initiative for service by having on online call logging facility on its website www.samsungindia.com

RESEARCH METHODOLOGY I.

Research instrument : 1.

Visited the dealers across Delhi and gathered information required by the questionnaire.

2.

For employing strong base to the research I tried to enquire the positions samsung CTV and her satisfied they were with them if they were already selling them.

3.

Final ranks were obtained by giving weightage to individual ranks possessed by the dealers to make the research more reliable. 2. Data Collection :

1.

Primary Data has been used by me in the form of questionnaire and observation which are the two basic methods of collecting primary data which suffices all research objective.

2.

Secondary data sources like catalogue of the company, product range book of the company and internet site SamsungIndia.com have been used.

III.

Sampling technique:

For the purpose of the survey a random sample of 100 dealers was taken. The extent of this survey was limited to the city of Delhi only.

IV.

Area of study : 

Daryaganj



Patel Nagar



Connaught place



Bali Nagar



Ashok Vihar



Raja Garden



Azadpur



Hari Nagar



Shalimar Bagh



Vikaspuri



Model Town



Uttam Nagar



Paschim Vihar



Shakti Nagar



Najafgarh



Sultan Puri



Nangloi



Palam



Rohini



Pitampura



Karol Bagh



Moti Nagar



Paharganj



Karampura



Kamla Nagar

LIMITATIONS 

A small sample size of 100 dealers was considered due to time and resource constraints.



The scope of the project is limited to the city of Delhi only. So we cannot say that the same response will exist throughout India.



Some of the dealers were not co-operating in giving correct information even if they were selling Samsung CTV.



Human error during recording, tabulation and printing error could be present.

RECOMMENDATIONS 

The dealers recommendations influence the buyer’s decision to purchase a particular brand. So there is need for good relationship with the dealer in terms of incentives provided by the competitors, so that they might recommend Samsung brand to the customer.



The promotional schemes attract the customer to buy a particular brand. Therefore the company should come out with new and innovative schemes so that volume can be increased.



In Delhi market “Recommendation” plays a crucial role in the sales of a CTV. So Samsung India Electronic limited should stress on relationship marketing to retain its existing position.



To create brand image to build good relations with the customer and to retain customer loyalty, Samsung India Electronics Limited should ensure that their CTV are properly installed and are delivered on time.



In the coming years competition will intensify more, so companies will have to fight hard to woo the customers. Thus at the moment price will play a crucial role. So Samsung India Electronics limited should set up more R & D centres in India to facilitate price control. In other words, lower down its cost of production.



Buyers are aware of market and ask for finance schemes due to monetary constraints. So, the company should arrange for easy finance facility to attract the customers.



Rural marketing can be done at a higher scale as the Urban market is penetrated with many brands. A lot of people in the rural areas are not even aware of the brand Samsung. Markets in the rural area need to be captured at a higher rate.



Advertisement of a brand name has a long-term effect on the buyer’s mind. So company should try the approach of constantly advertisement through TV, Newspapers and Magazines etc. The advertising should be in such a manner that it strikes to the mind of probable customer and change it into a definite customer.



Packaging can be handier. Hand care can be provided so that the customer is able to carry their television sets more handy and with more comfort.



To survive for the long run, company should offer better product at a lesser price and a customer satisfaction approach with keeping in mind weak areas like after sale service and technological advancement.

SWOT ANALYSIS STRENGTHS: Company 1.

A well-established brand name helps in promoting a new range of products.

2.

It is a multinational company based in South Korea, which is considered to be a technologically advanced country with advanced products to meet the requirement of the target customers internationally.

3.

A huge advertisement budget helps in brand Positioning and recall .

4.

A well-established sales subsidiaries and branch office around the globe.

5.

A high- tech R & D department for new products development, situated at Seoul (South Korea).

Product: 1. A wide range of product to meet the requirement of the target customers. 2. The attractive promotional offers like : a) Five year warranty b) 0% finance scheme c) Festival offers like the “Samsung Phod ke Dekho Offer”.

3. Unique Features Like ; a) Hitron Circuitry b) On/off timer c) Curtain effect d) Bilingual OSD WEAKNESS: Company: 1.

Lack of production centers in India. It makes the product costlier as most of the parts have to be imported.

2.

Lack of R & D centers in India.

Product: 1.

The Tantus and the Plano versions are comparatively costly than the others.

2.

Poor after sale service

OPPORTUNITIES: With the fast changing economy the pricing strategy needs to be tackled with care as it can decide upon long term decisions of the company. THREATS: The nearest competitors (eg. LG, SONY, BPL, VIDEOCON, PHILIPS etc) having the identical product range are the greatest threat to the company.

FINDINGS 

Samsung has a current market share of 11% and is expected to reach 14% by 2003.



Among the 14” CTV, LG is the dominating brand in the market whereas among 20” Videocon and BPL are the dominating brands.



In the 21” category samsung is surely the market leader followed closely by LG and BPL. In the 25” category Sony surely is the leader.



In the 29” category Sony again captures the market but has stiff competition from samsung, LG and BPL.



The No. of dealer surveyed felt that the brand samsung was ‘excellent’ was equaled by the number that felt it was a ‘satisfactory’ brand. However these sections form an insignificant percentage of the total population.

In the coming years samsung has tough competition from some of the leading brands such as LG, Sony, Videocon, BPL, Philips and Onida.

14" COLOUR TELEVISION (TOTAL No. OF UNIT SOLD)

SAMSUNG

5500

LG

5900

BPL

2540

VIDEOCON

3500

PHILIPS

2500

SANSUI

1800

ONIDA

800

BUSH

320

OSCAR

960

SHARP

400

V

A

N S

U I

BRANDS S

H A

R P

R

H C A

U S O S

B

O N ID A

A

S

N

L

H IL IP

S

P

P

LG

U N G

B

S

O C O

M

ID E

S

SALES OF CTV 7000

6000

5000

4000

3000

2000

1000

0

20" COLOUR TELEVISION (TOTAL No. OF UNITS SOLD)

SAMSUNG

5500

LG

5800

BPL

6000

VIDEOCON

6500

PHILIPS

5200

SANSUI

3000

ONIDA

5800

BUSH

800

OSCAR

300

SHARP

280

6000 5000 4000 3000 2000 1000

BRANDS

H A

R P

R S

H

C A O S

U S B

O N ID A

U I A

N S

S S

H IL IP P

ID E

O C O N

L P

LG

B V

A

M

S

U N G

0

S

SALES OF CTV

7000

21" COLOUR TELEVISION (TOTAL No. OF UNITS SOLD)

SAMSUNG

8000

LG

7200

BPL

6000

VIDEOCON

5800

PHILIPS

4600

SONY

5600

SANSUI

3500

ONIDA

4200

BUSH

1100

OSCAR

500

SHARP

650

BRANDS SH AR P

OS CA R

BU SH

ON ID A

SA NS UI

SO NY

PH ILI PS

BP L VI DE OC ON

LG

SA MS UN G

SALES OF CTV 9000

8000

7000

6000

5000

4000

3000

2000

1000

0

25" Colour television (Total no. of units sold) SAMSUNG LG BPL VIDEOCON PHILIPS SONY SANSUI ONIDA BUSH OSCAR SHARP

4200 4000 3900 3700 2500 4500 1500 1700 200 100 400

V

M S

B

P

LG

U N G

BRANDS S

H A

R P

R

H C A

U S O S

B

L O C O N P H IL IP S S O N Y S A N S U I O N ID A

A

ID E

S

TOTAL CTV SALES

5000 4500 4000 3500 3000 2500 2000 1500 1000 500 0

29" COLOUR TELEVISION (TOTAL No. OF UNITS SOLD)

SAMSUNG LG BPL VIDEOCON PHILIPS SONY SANSUI ONIDA

2650 3000 2800 1800 1640 3680 1100 1400

4000

3000 2500 2000 1500 1000 500

BRANDS

O N ID A

U I N S A S

O N Y S

S H IL IP

ID E

P

O C O N

L P

LG

B V

A

M

S

U N G

0

S

TOTAL CTV SALES

3500

TOTAL No. OF BRANDS SOLD IN ALL CATEGORIES

SAMSUNG

25850

LG

26550

BPL

21240

VIDEOCON

21300

PHILIPS

16440

SONY

13780

SANSUI

10900

ONIDA

13900

BUSH

2420

OSCAR

1860

SHARP

1730

OPINION ABOUT SAMSUNG CTV

TOTAL CTV SALES OF ALL MODELS

OPINION 30000

No. OF DEALERS

EXCELLENT 25000 GOOD 20000 N.A 15000 SATISFACTORY 10000 POOR

PERCENTAGE

15

15

60

60

1

1

18

18

6

6

5000

PERCENTEGE OF DEALERS SAM

S

60

BP VI L DE O CO N PH IL IP S SO NY SA N S UI O N ID A BU SH O S CA R SH A R P

UN G

70

LG

0

50

BRANDS

40 30 20 10 0 1

2

3

4

OPINION

5

6

7

TURNOVER

PROFIT

CTV Market Share

1996

138

0

6

1997

395

0

8

1998

540

5

9

1999

850

32

10.5

2000

1950

50

11

2001

2800

0

3000

2800

12

11 10.5 2500

10

2000

1950

8

1500

8

6

6

1000

4

850 540

500

395

2

138 0

0 1996

0

5

32

50

0

1997

1998

1999

2000

2001

YEAR TURNOVER

PROFIT

CTV Market Share

0

Percentage

in Rs.Crores

9

CONCLUSION Most of the dealers are selling more than the brand. They sell different brands to gain more volume and more availability to the customers. So dealer’s preference to push the particular brand to the customer play the major role in the colour television market. Dealer preference to sell that brand in which he gains more profit and whose schemes are more beneficial and best suited to him. A dealer also prefers the company, which provides better after sale service. Along with these he will keep in mind the product quality and technology while selling a CTV. According to the dealers advertising and promotional schemes i.e, exchange scheme offers and other Dhamaka like schemes also effect the consumers willingness. Aggressive advertising put into effect for a long time in the customers mind which influence the people are TV, Newspapers and Magazines. Consumers prefer a MNC brand due to the quality and technical features. Consumer also judge after sale service availability which purchasing a CTV.

DEALER QUESTIONNAIRE Q 1.

In which brands of colour television do you deal in? (Please tick)  LG

 Videocon

 BPL

 Samsung

 Sony

 Onida

 Philips

 Sansui

Q 2.

How many units did you sell in last financial year? (In number)

Q 3.

What was the breakup (No. of units sold in each model) ? CVT 14” Model



20” model



21” model



25” model



29” model



Q 4.

What are the considerations in general while buying a T.V? (Please rank then in the order of your preference)

Q 5.

 Price

 Quality

 Looks

 Features

 Life

 After sales services

Please mention the average quantity of colour television sold in the last one year? Brand

Quantity in units

Lg Videocon Bpl Samsung Sony Onida Philips Sansui Q 6.

Which is the largest selling brand of colour television in your outlet?

Q 7.

What is your opinion about ‘Samsung’ TV

 Excellent

 Good

 Satisfactory

 Poor

 N.A.

Thank you for your co-operation Dealers’ Name : Phone No. : Address :

Bibliography  www.samsungindia.com  www.google.com  product catalogue and brochure  annual report of the company  business india  business world