This document provides information on Samsung and LG, two major electronics companies in India. It outlines their histories, product portfolios, financial details, and distribution channel strategies. Key findings from a survey of 40 consumers in Delhi on satisfaction with Samsung and LG are also presented. The document concludes with recommendations for both companies, such as LG reversing its product strategy and Samsung focusing on fewer product lines.

1. Presented by-
Divyanshi Dayalani
Harsh Chugh
Naivedya Lamba
Pushkar Shail
Rahman
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3. SAMSUNG
• Founded : 1938
• Primarily into business of export of dried fish, veg and fruits
• Samsung electronics commenced its operations in India in 1995
• Market leader in LED TVs, Slim TVs and Smartphone Markets
• Largest IT company measured by 2015 revenue.
• World’s top smartphone maker with 78.7 million shipment worldwide.
• No. of employees : 5,23,000
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4. L.G
• Founded : 1947 (seoul, South Korea)
• Primarily into business of plastic and household products
• It was formed by the merger of two companies : Lucky and Goldstar and
named as Lucky-Goldstar
• Market leadership in Refrigerator, Washing Machines & Microwave
ovens
• L.G electronics India emerged as Most trusted brand of 2015
• L.G was ranked no. 1 brand in India as per study done by Trust research
advisory
• No. of employees : 2,89,000
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5. Product Mix 5

6. Product Mix 6

7. Distribution channel system 7

8. Distribution Channel system 8

9. Financial Aspects
SAMSUNG
• Brand Value : 66 billion US$
• Global Revenue: 174.05 billion US$
• Global Net Income : 19.6 billion US$
L.G
• Global Revenue : 143 billion US$
• Global Net Income: 10.3 billion US$
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10. Key Findings in the channel
• Dealer Selection : Bidding System
• Incentives : Through certification & recognition
• Credit policy : Zero credit policy, however
Distributor  Retailer ( 7 Days)
• Offers: Goods free with other goods (push sales)
• Promotion : scratch cards & free gifts
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11. Key Findings in the channel
• Dealer selection : Bidding & Exhibition system
• Incentives : Through Equity incentive plan, Health care plans bonuses
• L.G divide dealers into gold, silver category to know the performance of the
dealers
• LG is going to launch some other products in the market. The company is
trying to use latest technology in the manufacturing of its products especially
in its handsets
• Promotions : scratch cards, gifts, Free trips
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12. Methodology
• Purpose: The primary objective of this survey is to determine customer
satisfaction levels and also to determine parameters which cause satisfaction
or dissatisfaction so that changes can be made where required.
• Sample size: The sample size of this research is 40 and the respondent are
located in Okhla, Indrapurum, Noida, Kailash colony and few other parts of
Delhi
• Sampling technique: We use convenience sampling technique.
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13. Methodology
• Research type: Exploratory research
• Data collection method: The primary data is collected with the help of
personal interview and well drafted questionnaire are used as the tool.
• Analysis: Statistical tool and excel
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14. Channel Satisfaction Index
Parameters-
• Product Quality
• Promotions
• Company Support
• Service Quality
• Commercial Terms
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15. SAMSUNG 15

16. LG 16

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18. Findings & Suggestions
L.G
• Reversal in product strategy.
• Hardware issues in products.
• Product designing issues.
• Lack of uniformity in product strategy.
Samsung
• Lack its own O.S and software.
• Focus on too many products.
• Too low profit margins.
• Tough competion from Chinese products
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19. Distributor’s Visit 19

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