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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  • 1.
    • Presentation on
    • Corporate Project study (CPS)
    • In
    • Samsung India Electronics Limited Mumbai
    • By
    • Manish Pandey
    • Roll No TM 08 027
    • Telecom & IT
  • 2.
    • Overview Of Indian telecom
    • Company Profile
    • Samsung in CDMA
    • Product Profile
    • Marketing Research
    • Project Snapshot
    • 5 Steps of project
    • Analysis & Conclusion
    Agenda..
  • 3.
    • Overview Of Indian telecom
    • Company Profile
    • Samsung in CDMA
    • Product Profile
    • Marketing Research
    • Project Snapshot
    • 5 Steps of project
    • Analysis & Conclusion
    Agenda..
  • 4. 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
  • 5.  
  • 6. 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
  • 7. 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
  • 8. 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
  • 9. Product Profile
  • 10. Product Profile
  • 11. Product Profile
  • 12. Product Profile
  • 13. Product Profile
  • 14. Product Profile
  • 15. Product Profile
  • 16.
    • Project @
  • 17. 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
  • 18. 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
  • 19. Five Steps of Marketing Research
  • 20. Problem Identification / Objective
  • 21. 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
  • 22. Retailers TVH TVS WW TMS PlanteM MBOs Regions South Mumbai Western Mumbai Central Mumbai Kalyan Navi Mumbai Panvel Data Collection
  • 23.
    • Brands presents at the dealers :
    SAMSUNG LG SPICE HUAWEI MICROMAX HAIER ZTE OTHERS (INTEX, HTC, I-STAR etc.) Analysis
  • 24.
    • 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
  • 25. Market Share:
  • 26.
    • Comparative Market Share:
  • 27.
    • Consumer Demand:
  • 28. After Sales Service: Distribution:
  • 29.
    • Interpretations for Samsung:
    Consumer pull-ASS Consumer pull-Distribution:
  • 30.
    • 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.
  • 31.
    • 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.
  • 32.
    • 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.
    •  
    •  
  • 33.
    • 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.
  • 34.
    • 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
  • 35.
    • 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
  • 36.  
  • 37.