Final internship report (1)

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Final internship report (1)

  1. 1. THE INDIAN INSTITUTE OF PLANNING AND MANAGEMENT, MUMBAI SUMMER TRAINING PROJECT REPORT ON SONY INDIA LTD. AND THEIR PRODUCT PREPARED BY: MD. DANISH SHAMSHER1
  2. 2. ROLL NO-58 Section: F2 FW (09-11) ACKNOWLEDGEMENTI would like to take this opportunity to thank the Management of SONYINDIA LTD., Mumbai for granting the permission to carry out my summertraining at their esteemed organization.I express my sincere gratitude to Mr. ARUN BABU, without whoseguidance and support this endeavor would not have been possible. HisConstant direction and advice played a very important role in motivating meto put my best efforts. Special thanks to Miss. Swasti Pandey for herconstant support during the project..Finally, I thank the Dean, IIPM Mumbai for permitting me to do theproject.I also thank my friends and family members for their support andencouragement.MD DANISH SHAMSHER2
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  4. 4. Table Of Contents Topic Page No 5 Executive Summary 8 Introduction to Consumer Durables 10Private Players in the Indian Consumer Durables & Electronics Market Company Profile 13 Product Profile 17 Competitor Profile 20 Key learning’s 25 Job description 31 Conclusion 33 Bibliography 344
  5. 5. Executive SummaryThe Indian consumer durables industry has witnessed a considerable changein the past couple of years. Changing lifestyle, higher disposable incomecoupled with greater affordability and a surge in advertising has beeninstrumental in bringing about a sea change in the consumer behaviorpattern.This industry consists of durable goods used for domestic purposes such astelevisions, washing machines, refrigerators, microwave ovens, mobilephones etc. The growth in the consumer durables sector has been drivenprimarily by factors such as the boom in the real estate & housing industry,higher disposable income, emergence of the retail industry in a big waycoupled with rising affluence levels of a considerable section of thepopulation.As per a survey conducted by FICCI on the Indian consumer durablesindustry, a shift in consumer preferences towards higher-end,technologically advanced branded products has been quite discernable.Location of SIPSony India Pvt. Ltd.Crimpage Corporation,2nd floor, Plot No. 57,Street No.17, MIDC, Andheri East,Mumbai - 400093Ph No : 022-6128 80005
  6. 6. Objectives Of The StudyDifferent Companies/brands are available in the consumer durable marketto customers like Sony, Samsung, LG, Philips, Panasonic etc. Sony is theleading 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 particularbrand and company has to fulfill consumer’s requirement. Hence theconcerned project is undertaken:- • 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.6
  7. 7. Industry ClassificationThe consumer durables industry can be broadly classified as consumerelectronics and consumer appliances. The consumer appliances categorycan be further segmented as white goods and brown goods.With a presence spanning 36 countries, Sony has not only touched the livesof millions but also has made a difference in their lifestyles. Visit Sonyacross 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 arttechnology and superior quality. Leading into its next fifty years, Sony’svision is to offer people exciting new products and new lifestyles andremains committed to the challenge of creating and realizing these dreams.7
  8. 8. Introduction to Consumer DurablesBefore the liberalization of the Indian economy, only a few companies likeKelvinator, Godrej, Allwyn, & Voltas were the major players in theconsumer 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 playerscontrol the major share of the consumer durables market.Consumer durables market is growing very fast because of rise in livingstandards, easy access to consumer finance, & wide range of choice, asmany foreign players are entering in the market.On the flip side, the presence of a large number of players in the consumerdurables market sometimes results in excess supply.Strengths-1. Presence of established distribution networks in both urban & rural areas2. Presence of well-known brands.3. In recent years, organized sector has increased its share in the market vis avis the unorganized sector.Weaknesses-1. 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.8
  9. 9. Opportunities-1. In India, the penetration level of white goods is lower as compared toother developing countries.2. Unexploited rural market.3. Rapid urbanization.4. Increase in income levels, i.e. increase in purchasing power ofconsumers.5. Easy availability of finance.Threats-1. Higher import duties on raw materials imposed in the Budget 2007-082. 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, non-kitchen appliances, microwaves, built-in appliances, tumble dryer, personalcare products, etc.3. Moulded Luggage includes plastics.4. Clocks & Watches5. Mobile Phones.9
  10. 10. Private Players in the Indian Consumer Durables & Electronics Market1 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.10
  11. 11. 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.11
  12. 12. 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 customers 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 technology12
  13. 13. Company ProfileOne of the most recognized brand names in the world today, SonyCorporation, Japan, established its India operations in November 1994,focusing on the sales and marketing of Sony products in the country. In aspan of 15 years Sony India has exemplified the quest for excellence in theworld of digital lifestyle becoming the country’s foremost consumerelectronics brand. With relentless commitment to quality, consistentdedication to customer satisfaction and unparalleled standards of service,Sony India is recognized as a benchmark for new age technology, superiorquality, digital concepts and personalized service that has ensured loyalcustomers and nationwide acclaim in the industry.With brands names such as BRAVIA, BRAVIA Theatre, Cyber-shot‚ Handycam®, VAIO, Walkman®, Xplod, MemoryStick™‚ PlayStation®. Sony has established it self as a value leader acrossits various product categories of Audio/Visual Entertainment products,Information and Communications‚ Recording Media, Business andProfessional products.In India, Sony has its footprint across all major towns and cities through adistribution network comprising of over 5000 dealers and distributors, 240exclusive Sony outlets and 19 direct branch locations. Manned by customerfriendly 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 20company owned and 190 authorized service centers and 16 exclusivedemonstration centers. A distinctive feature of Sony’s service is its highlymotivated and well-trained staff that provides the kind of attentive andsensitive service that is rare today.Sony is committed to ensuring that both the products and the marketingactivities employed truly make a difference to people’s lifestyles and offerthem new dimensions of enjoyment.13
  14. 14. It was in 1946 that Masaru Ibuka and Akio Morita together with a smallteam of passionate and committed group of employees started to build“Tokyo Tsushin Kenkyujo” (Totsuko), or “Tokyo TelecommunicationsResearch Institute” to the billion dollar global conglomerate that it is today.It was in 1946 that Masaru Ibuka and Akio Morita together with a smallteam of passionate and committed group of employees started to build“Tokyo Tsushin Kenkyujo” (Totsuko), or “Tokyo TelecommunicationsResearch Institute” into the billion dollar global conglomerate that it istoday. The main objective of the company was to design and createinnovative products which would benefit the people.From early attempts at creating products like the rice-cooker to the latersuccess of creating Japan’s first magnetic recorder, the innovative companywent on to create other hit products which won the company widespreadrecognition and international acclaim as a truly global company known forits quality and innovative products. Significant product milestones includedJapan’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 likesound and sonic. The other word “sonny” means little son. Used incombination, Sony is supposed to represent a very small group of youngpeople who have the energy and passion towards unlimited creations andinnovative ideas. With the far-sight of expanding worldwide, it was in 1958that the company formally adopted “Sony Corporation” as its corporatename. Easy to pronounce and read in any language, the name Sony, whichhas a lively ring to it, fits comfortably with the spirit of freedom and open-mindedness. Company MissionSony India focused towards making a difference in the lifestyles in theIndian market and open up new vistas of entertainment in the country. SonyIndia remains committed towards offering new age technology and digitalconcepts while working hand in hand with the Indian industry to produce14
  15. 15. and sell excellence. Their consistent commitment towards service hasbrought the company quite closer to the Indian customer.Business PhilosophyTo work meticulously by putting calculative & creative efforts to ensuresuccess.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.15
  16. 16. Company: Sony India Pvt. Ltd.Managing Mr. Masaru TamagawaDirector:Date of November 17, 1994Establishment:Location: A-31, Mohan Cooperative Industrial Estate, Mathura Road, New Delhi - 110044, India.Staff Strength: 728Share Capital: Rs. 550 millionShare Holding: 100% subsidiary of Sony Corporation, JapanBranch Delhi, Haryana, Mumbai, Bangalore, Chennai, Kolkata,Offices: Hyderabad, Vijayawada, Jaipur, Chandigarh, Lucknow, Pune, Ahmedabad, Indore, Cochin, Coimbatore, Ghaziabad, Guwahati, Mangalore and RanchiBusiness: Marketing, Sales and After-Sales Service of electronic products & software exportsActivities: 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.16
  17. 17. Product ProfileBasic Consumer DurablesBravia™ LCD/LED TVCapture the true colours of movies with vast collection of Bravia LCD/LEDTVs that pushes the boundaries of TV technology to bring y maximumpicture quality in full high definition.Digital PhotographyBreaking technological grounds, our Digital Imaging devices andaccessories are created with you in mind. We have cameras with compactdesigns if you wish to carry it in your purse, and cameras with additionalfeatures if you’re looking for that something extra.17
  18. 18. Home Theatre SystemCombining the latest in video and audio technologies, Sony has developed aseries of Home Theatre Systems that provides you with an enhanced hometheatre experience.VAIO CSVaio CS is an extraordinary blend of elegance, fun and high performancewith its irresistible colour range and mistic features18
  19. 19. Play StationGaming would not be the same without the invention of the SonyPlayStation series. In addition to the highly popular PlayStation®2, there’sthe handy PlayStation®Portable and next-generation consolePlayStation®3.19
  20. 20. Competitor’s ProfileThe Korean company Samsung has grown to become one the world’sleading electronic companies, specializing in digital appliances and media,semiconductors, memory and system integration. Today Samsung’sinnovative & top quality products & processes are world recognized.The digital age has brought revolutionary change – and opportunity – toglobal business, and Samsung has responded with advanced technology,competitive products, and constant innovation. Samsung, see every challenge as an opportunity and believe that it isperfectly positioned as one of the worlds recognized leaders in the digitaltechnology industry.Its commitment to being the worlds best has won the No.1 global marketshare for 13 products, including semiconductors, TFT-LCDs, monitors andCDMA mobile phones. Looking forward, and making historic advances inresearch and development of its overall semiconductor line, including flashmemory and non-memory, custom semiconductors, DRAM and SRAM, aswell as producing best-in-class LCDs, mobile phones, digital appliances,and more.20
  21. 21. 7The history of LG Electronics has always been surrounded by thecompanys desire to create a happier, better life.LG Electronics was established in 1958 and has since led the way into theadvanced digital era thanks to the technological expertise acquired bymanufacturing many home appliances such as radios and TVs. LG Electronics has unveiled many new products, applied new technologiesin the form of mobile devices and digital TVs in the 21st century andcontinues to reinforce its status as a global.21
  22. 22. Product Profile22
  23. 23. 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 Machine23
  24. 24. MICROWAVE OVEN . Solar Dom Microwave . Convection Microwave . Grill Microwave . Solo Microwave TELEVISION . LCD TV . Plasma TV . Ultra Slim TV . Flat TV24
  25. 25. Computer Products . Notebook PC . Desktop PC . Monitor . Optical Storage Devices . Projector25
  26. 26. Key Learning’sWhat is marketing Executive?Marketing executives are involved in developing marketing campaigns thatpromote 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 andexciting. The responsibilities of a marketing executive will vary, dependingon the size of the organization and sector, and whether the focus is onselling a product or service or raising awareness of an issue that affects thepublic. As many organizations have marketing departments, marketingexecutives can be found in both the private and public sectors, from thefinancial, retailing and media industries to voluntary and public sectororganizations. Marketing executives may also be known as marketingofficers or coordinators.What is marketing Executive work? Marketing executives contribute to and develop integrated marketingcampaigns. 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;26

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