Samsung   Summer Training
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this is summer training research report by manish pandey, student of BITM pune..

this is summer training research report by manish pandey, student of BITM pune..

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    Samsung   Summer Training Samsung Summer Training Presentation Transcript

      • Presentation on
      • Corporate Project study (CPS)
      • In
      • Samsung India Electronics Limited Mumbai
      • By
      • Manish Pandey
      • Roll No TM 08 027
      • Telecom & IT
      • Overview Of Indian telecom
      • Company Profile
      • Samsung in CDMA
      • Product Profile
      • Marketing Research
      • Project Snapshot
      • 5 Steps of project
      • Analysis & Conclusion
      Agenda..
      • Overview Of Indian telecom
      • Company Profile
      • Samsung in CDMA
      • Product Profile
      • Marketing Research
      • Project Snapshot
      • 5 Steps of project
      • Analysis & Conclusion
      Agenda..
    • Service providers Mkt Shr Handsets mnf. Mkt Shr All Data are till Oct 2009/ source- TRAI,Tele.net, Voicendata, Telenews.com Others: Intex, HTC,Huawei,ZTE,Micromax etc Rev-$34bn Overview of Indian Telecom 525 mn sub 4 Circles 45.02% T.D 97.2 % U.TD 19.7% R. TD Arpu 205 GSM Arpu 92 cdma MOU 419 15+ H/S M 196% TD Chennai 19.7 R.T
    •  
    • Founded in 1938 124 offices in 56 countries Mr. J S Shin, President & CEO 138,000 employee worldwide $ 72 bn worldwide revenue $3 bn worldwide H/S revenue Main Business Units
        • Digital media Business
        • LCD Business
        • Semiconductor Business
        • Telecommunications
        • Digital Appliance Business
      Company Profile
    • Founded in 1995 Mr. Sunil Dutt Mobile Head 1000+ employee Head Quarter New Delhi Main Business Units
        • GSM Mobile Business
        • CDMA Mobile Business
      Samsung India mobile
    • TATA (TTSL/TTML ) MTS (SSTL) Virgin Mobile (VMI) SAMSUNG CHANNEL / ND North East South West SSK BP Price Rs. : 1k – 2k Price Rs : 3.5k – 14k CDMA MOBILE Operators H/s Open H/s Samsung CDMA Business Direct Marketing Open Marketing
    • Product Profile
    • Product Profile
    • Product Profile
    • Product Profile
    • Product Profile
    • Product Profile
    • Product Profile
      • Project @
    • Company – Samsung India Elex. Ltd Regional Office Mumbai Product – CDMA Mobile Region – Mumbai Market Survey Research – Personal Interview Sample Size – 132 Retailers/Distributors Avg Time Taken at each retailers – 8 minutes Type of Project – Marketing Research Project Snapshot
    • Company – Samsung India Elex. Ltd Regional Office Mumbai Product – CDMA Mobile Region – Mumbai Market Survey Research – Personal Interview Sample Size – 132 Retailers/Distributors Avg Time Taken at each retailers – 8 minutes Type of Project – Marketing Research Project Snapshot
    • Five Steps of Marketing Research
    • Problem Identification / Objective
    • Awareness Study Attitude Study Positioning Promotion Test Questionnaire
      • There was 10 questions in Questionnaire.
      • More focusd on open ended questions.
      • Except one or two questions would be closed ended questions.
      • Time spent to retailers and distributors would be 5 to 10 minutes.
      Formulating Research Design
    • Retailers TVH TVS WW TMS PlanteM MBOs Regions South Mumbai Western Mumbai Central Mumbai Kalyan Navi Mumbai Panvel Data Collection
      • Brands presents at the dealers :
      SAMSUNG LG SPICE HUAWEI MICROMAX HAIER ZTE OTHERS (INTEX, HTC, I-STAR etc.) Analysis
      • Key challenges in CDMA H/S facing by dealers:
      • Very Limited Model.
      • Models are not attractive.
      • Software is Slow.
      • Battery Problem.
      • H/s is warm while talkng
      • H/s Restriction .
      • Main Market for 1 st time buyer.
      • Good market for low income people.
      • Limited sellng of open hs
      • Some models are not coming in market.
      • Low price H/s market.
      • 1k-2k models are in dmd.
      • 3k-4k mdls price should reduce.
      • Samsung is little bit costlier than LG, haier.
      • Rs 3500=FM+BT+Cam.
      Handsets Market Price
    • Market Share:
      • Comparative Market Share:
      • Consumer Demand:
    • After Sales Service: Distribution:
      • Interpretations for Samsung:
      Consumer pull-ASS Consumer pull-Distribution:
      • Key motivator for dealers to sell particular open CDMA handsets
      • Quality of display and size of display. 
      • Software uses in handsets.
      • Sleek, thin and good looking attractive model.
      • Good sound, battery and display quality.
      • At least 2 Mega pixel camera and 1 GB memory.
      • It should be extendable memory.
      • Music phones with 5k range model.
      • Slide mobile is also in high demand.
      • 5k Rs = camera (at least 2 MP) + 1GB memory + Bluetooth + slide shape.
      • CDMA + GSM phones customer likes more than GSM + GSM.
      • Extra accessories like headphones, data cables, cds.
      • Generally customer asks for memory, how many songs can be stored.
      • 3.5k to 7k Rs model are good in demand.
      • 3k-5k Rs model should available in more variant.
      • More variant of slide phones and touch screen phones should available.
      • Touch screen phones should come in 8k Rs range.
      • Key Factor that consumer consider while making 1 st time handsets purchase
      • Customer wants 1k-2k Rs range mobile.
      • Customer goes for basic models but if FM facility is there than prefer that.
      • Basic model + color display + FM + speaker phone in 2K Rs range is most prefer handsets.
      • Customer pays 1000 Rs for basic models and more than that amount they expect FM.
      • Display of handsets and software of handsets is also play major role while purchasing.
      • Other features like phone book memory at least 500 contacts storage should be there.
      • In message storage at least 150 messages storage should be there.
      • Customer goes for the look of the handsets.
      • Customer expects headphones with the models.
      • Customer always asks for battery backup while purchasing.
      • Dealers Suggestions to promote CDMA handsets
      •  
      • Handsets:
      •  
      • Quality of handsets should available.
      • Variety of handsets should available in CDMA.
      • Good looking, stylish, attractive handsets like sony & Nokia should available in CDMA.
      • New model should launched by the company, frequently.
      • Battery backup and handset functionality should improve.
      • Voice quality should improve.
      • Change/improve the quality of software; come up with good quality of software.
      • More number of 4k-5k Rs model should available
      • Song as ring tone should come in CDMA basic models.
      • Camera, music, recorder, memory should also come in 3k-4k Rs range.
      • Camera should also come in basic handsets
      • Handsets should use in both CDMA as well as GSM network.
      • Every operator comes up with variety of handsets.
      • Price should reduce.
      •  
      •  
      • Offers / Marketing
      • Company should provide free ring tones, wallpapers, and softwares in CDMA.
      • Company should provide extra accessories like headphone, data cable & CDs.
      • Create awareness about CDMA brands.
      • Advertisement, branding is requiring of CDMA handsets.
      • Large advertisement board is required.
      • Offers, consumer offers, festive offers.
      • Improve the distribution of CDMA handsets.
      • CDMA market has 30-35% of total mobile market share.
      • CDMA sales are increase day by day.
      • Samsung Market share is high among all the brands.
      • Market share of LG is very much similar to Samsung in mobile stores.
      • CDMA mobile market is very price sensitive market.
      • Maximum selling of 1k-2k Rs lower range handsets.
      • A handsets restriction is biggest problem in CDMA segment.
      • Customers are very much aware about every feature of handsets.
      • In CDMA mobile market there are limited player are available.
      • There are very close competition among some players of handsets manufacturer.
      • In CDMA very limited handsets is available.
      • In CDMA variety of handsets is required.
      • In CDMA handsets battery problem is biggest problem.
      • Price of CDMA handsets is high as compare to GSM handsets.
      • Basic handsets + FM + speaker are most demand model in operator handsets.
      • Camera (>=2 mp), memory (>=1GB), slide model are important factor that influence the customer.
      • Samsung is most preferred brand among the consumers.
      • After sales service of Samsung CDMA mobile is average.
      Conclusions
      • Samsung is well known brand in electronic market.
      • Samsung is in both direct market as well as open market in mobile segment.
      • Collaborations with TATA, MTS (SSTL), Virgin mobile.
      • Large range of CDMA mobile product from 1K to 14K.
      • Strong National distribution channels .
      • Samsung’s late entry in Indian mobile market.
      • Samsung is not market leader in mobile market segment.
      • Tele density is increasing in Indian telecom market.
      • CDMA mobile would play a major role in rural penetration.
      • 3G is coming into existence.
      • Falling ARPU’s of Indian telcos.
      • Foreign telcos are coming into Indian market would be opportunity for direct market.
      • Popularity of GSM mobile.
      • Competitors are focusing only in telecom segment.
      • Entry of foreign player in mobile equipment market.
      • Threats from Chinese mobile marke t
      Strength Weakness Opportunity Threats SWOT Analysis
    •  
    •