Samsung Summer Training


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

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Samsung Summer Training

  1. 1. <ul><li>Presentation on </li></ul><ul><li>Corporate Project study (CPS) </li></ul><ul><li>In </li></ul><ul><li>Samsung India Electronics Limited Mumbai </li></ul><ul><li>By </li></ul><ul><li>Manish Pandey </li></ul><ul><li>Roll No TM 08 027 </li></ul><ul><li>Telecom & IT </li></ul>
  2. 2. <ul><li>Overview Of Indian telecom </li></ul><ul><li>Company Profile </li></ul><ul><li>Samsung in CDMA </li></ul><ul><li>Product Profile </li></ul><ul><li>Marketing Research </li></ul><ul><li>Project Snapshot </li></ul><ul><li>5 Steps of project </li></ul><ul><li>Analysis & Conclusion </li></ul>Agenda..
  3. 3. <ul><li>Overview Of Indian telecom </li></ul><ul><li>Company Profile </li></ul><ul><li>Samsung in CDMA </li></ul><ul><li>Product Profile </li></ul><ul><li>Marketing Research </li></ul><ul><li>Project Snapshot </li></ul><ul><li>5 Steps of project </li></ul><ul><li>Analysis & Conclusion </li></ul>Agenda..
  4. 4. Service providers Mkt Shr Handsets mnf. Mkt Shr All Data are till Oct 2009/ source- TRAI,, Voicendata, 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 <ul><ul><li>Digital media Business </li></ul></ul><ul><ul><li>LCD Business </li></ul></ul><ul><ul><li>Semiconductor Business </li></ul></ul><ul><ul><li>Telecommunications </li></ul></ul><ul><ul><li>Digital Appliance Business </li></ul></ul>Company Profile
  6. 7. Founded in 1995 Mr. Sunil Dutt Mobile Head 1000+ employee Head Quarter New Delhi Main Business Units <ul><ul><li>GSM Mobile Business </li></ul></ul><ul><ul><li>CDMA Mobile Business </li></ul></ul>Samsung India mobile
  7. 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
  8. 9. Product Profile
  9. 10. Product Profile
  10. 11. Product Profile
  11. 12. Product Profile
  12. 13. Product Profile
  13. 14. Product Profile
  14. 15. Product Profile
  15. 16. <ul><li>Project @ </li></ul>
  16. 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
  17. 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
  18. 19. Five Steps of Marketing Research
  19. 20. Problem Identification / Objective
  20. 21. Awareness Study Attitude Study Positioning Promotion Test Questionnaire <ul><li>There was 10 questions in Questionnaire. </li></ul><ul><li>More focusd on open ended questions. </li></ul><ul><li>Except one or two questions would be closed ended questions. </li></ul><ul><li>Time spent to retailers and distributors would be 5 to 10 minutes. </li></ul>Formulating Research Design
  21. 22. Retailers TVH TVS WW TMS PlanteM MBOs Regions South Mumbai Western Mumbai Central Mumbai Kalyan Navi Mumbai Panvel Data Collection
  22. 23. <ul><li>Brands presents at the dealers : </li></ul>SAMSUNG LG SPICE HUAWEI MICROMAX HAIER ZTE OTHERS (INTEX, HTC, I-STAR etc.) Analysis
  23. 24. <ul><li>Key challenges in CDMA H/S facing by dealers: </li></ul><ul><li>Very Limited Model. </li></ul><ul><li>Models are not attractive. </li></ul><ul><li>Software is Slow. </li></ul><ul><li>Battery Problem. </li></ul><ul><li>H/s is warm while talkng </li></ul><ul><li>H/s Restriction . </li></ul><ul><li>Main Market for 1 st time buyer. </li></ul><ul><li>Good market for low income people. </li></ul><ul><li>Limited sellng of open hs </li></ul><ul><li>Some models are not coming in market. </li></ul><ul><li>Low price H/s market. </li></ul><ul><li>1k-2k models are in dmd. </li></ul><ul><li>3k-4k mdls price should reduce. </li></ul><ul><li>Samsung is little bit costlier than LG, haier. </li></ul><ul><li>Rs 3500=FM+BT+Cam. </li></ul>Handsets Market Price
  24. 25. Market Share:
  25. 26. <ul><li>Comparative Market Share: </li></ul>
  26. 27. <ul><li>Consumer Demand: </li></ul>
  27. 28. After Sales Service: Distribution:
  28. 29. <ul><li>Interpretations for Samsung: </li></ul>Consumer pull-ASS Consumer pull-Distribution:
  29. 30. <ul><li>Key motivator for dealers to sell particular open CDMA handsets </li></ul><ul><li>Quality of display and size of display.  </li></ul><ul><li>Software uses in handsets. </li></ul><ul><li>Sleek, thin and good looking attractive model. </li></ul><ul><li>Good sound, battery and display quality. </li></ul><ul><li>At least 2 Mega pixel camera and 1 GB memory. </li></ul><ul><li>It should be extendable memory. </li></ul><ul><li>Music phones with 5k range model. </li></ul><ul><li>Slide mobile is also in high demand. </li></ul><ul><li>5k Rs = camera (at least 2 MP) + 1GB memory + Bluetooth + slide shape. </li></ul><ul><li>CDMA + GSM phones customer likes more than GSM + GSM. </li></ul><ul><li>Extra accessories like headphones, data cables, cds. </li></ul><ul><li>Generally customer asks for memory, how many songs can be stored. </li></ul><ul><li>3.5k to 7k Rs model are good in demand. </li></ul><ul><li>3k-5k Rs model should available in more variant. </li></ul><ul><li>More variant of slide phones and touch screen phones should available. </li></ul><ul><li>Touch screen phones should come in 8k Rs range. </li></ul>
  30. 31. <ul><li>Key Factor that consumer consider while making 1 st time handsets purchase </li></ul><ul><li>Customer wants 1k-2k Rs range mobile. </li></ul><ul><li>Customer goes for basic models but if FM facility is there than prefer that. </li></ul><ul><li>Basic model + color display + FM + speaker phone in 2K Rs range is most prefer handsets. </li></ul><ul><li>Customer pays 1000 Rs for basic models and more than that amount they expect FM. </li></ul><ul><li>Display of handsets and software of handsets is also play major role while purchasing. </li></ul><ul><li>Other features like phone book memory at least 500 contacts storage should be there. </li></ul><ul><li>In message storage at least 150 messages storage should be there. </li></ul><ul><li>Customer goes for the look of the handsets. </li></ul><ul><li>Customer expects headphones with the models. </li></ul><ul><li>Customer always asks for battery backup while purchasing. </li></ul>
  31. 32. <ul><li>Dealers Suggestions to promote CDMA handsets </li></ul><ul><li>  </li></ul><ul><li>Handsets: </li></ul><ul><li>  </li></ul><ul><li>Quality of handsets should available. </li></ul><ul><li>Variety of handsets should available in CDMA. </li></ul><ul><li>Good looking, stylish, attractive handsets like sony & Nokia should available in CDMA. </li></ul><ul><li>New model should launched by the company, frequently. </li></ul><ul><li>Battery backup and handset functionality should improve. </li></ul><ul><li>Voice quality should improve. </li></ul><ul><li>Change/improve the quality of software; come up with good quality of software. </li></ul><ul><li>More number of 4k-5k Rs model should available </li></ul><ul><li>Song as ring tone should come in CDMA basic models. </li></ul><ul><li>Camera, music, recorder, memory should also come in 3k-4k Rs range. </li></ul><ul><li>Camera should also come in basic handsets </li></ul><ul><li>Handsets should use in both CDMA as well as GSM network. </li></ul><ul><li>Every operator comes up with variety of handsets. </li></ul><ul><li>Price should reduce. </li></ul><ul><li>  </li></ul><ul><li>  </li></ul>
  32. 33. <ul><li>Offers / Marketing </li></ul><ul><li>Company should provide free ring tones, wallpapers, and softwares in CDMA. </li></ul><ul><li>Company should provide extra accessories like headphone, data cable & CDs. </li></ul><ul><li>Create awareness about CDMA brands. </li></ul><ul><li>Advertisement, branding is requiring of CDMA handsets. </li></ul><ul><li>Large advertisement board is required. </li></ul><ul><li>Offers, consumer offers, festive offers. </li></ul><ul><li>Improve the distribution of CDMA handsets. </li></ul>
  33. 34. <ul><li>CDMA market has 30-35% of total mobile market share. </li></ul><ul><li>CDMA sales are increase day by day. </li></ul><ul><li>Samsung Market share is high among all the brands. </li></ul><ul><li>Market share of LG is very much similar to Samsung in mobile stores. </li></ul><ul><li>CDMA mobile market is very price sensitive market. </li></ul><ul><li>Maximum selling of 1k-2k Rs lower range handsets. </li></ul><ul><li>A handsets restriction is biggest problem in CDMA segment. </li></ul><ul><li>Customers are very much aware about every feature of handsets. </li></ul><ul><li>In CDMA mobile market there are limited player are available. </li></ul><ul><li>There are very close competition among some players of handsets manufacturer. </li></ul><ul><li>In CDMA very limited handsets is available. </li></ul><ul><li>In CDMA variety of handsets is required. </li></ul><ul><li>In CDMA handsets battery problem is biggest problem. </li></ul><ul><li>Price of CDMA handsets is high as compare to GSM handsets. </li></ul><ul><li>Basic handsets + FM + speaker are most demand model in operator handsets. </li></ul><ul><li>Camera (>=2 mp), memory (>=1GB), slide model are important factor that influence the customer. </li></ul><ul><li>Samsung is most preferred brand among the consumers. </li></ul><ul><li>After sales service of Samsung CDMA mobile is average. </li></ul>Conclusions
  34. 35. <ul><li>Samsung is well known brand in electronic market. </li></ul><ul><li>Samsung is in both direct market as well as open market in mobile segment. </li></ul><ul><li>Collaborations with TATA, MTS (SSTL), Virgin mobile. </li></ul><ul><li>Large range of CDMA mobile product from 1K to 14K. </li></ul><ul><li>Strong National distribution channels . </li></ul><ul><li>Samsung’s late entry in Indian mobile market. </li></ul><ul><li>Samsung is not market leader in mobile market segment. </li></ul><ul><li>Tele density is increasing in Indian telecom market. </li></ul><ul><li>CDMA mobile would play a major role in rural penetration. </li></ul><ul><li>3G is coming into existence. </li></ul><ul><li>Falling ARPU’s of Indian telcos. </li></ul><ul><li>Foreign telcos are coming into Indian market would be opportunity for direct market. </li></ul><ul><li>Popularity of GSM mobile. </li></ul><ul><li>Competitors are focusing only in telecom segment. </li></ul><ul><li>Entry of foreign player in mobile equipment market. </li></ul><ul><li>Threats from Chinese mobile marke t </li></ul>Strength Weakness Opportunity Threats SWOT Analysis