A small project report on consumer durability

1. SAMSUNG LIVE
PROJECT REPORT
ABSTRACT
This report contains the sectorial information,
company information, what are the things done in
the live project and the learning outcomes.
SUBHADEEP DASGUPTA
MBA-2
UID: 2019-0107-0001-0007
Batch: 2019-2021

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Contents
1. Sector Information................................................................................................................... 2
2. Company Information.............................................................................................................. 5
3. The store allotted to me – information about the store............................................................ 7
4. Work done ............................................................................................................................... 8
5. Learnings ................................................................................................................................. 9
References..................................................................................................................................... 10

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1. Sector Information
Samsung Electronics Pvt Ltd comes under FMCD sector.
FMCD = Fast Moving Consumer Durables.
Market Size of Fast Moving Consumer Durables:
Consumer durable market size has reached USD 31.49 billion in 2017 which is 2.05 trillion in
Indian currency.
Production of electronic hardware in India increased from Rs 1.90 trillion in FY14 to Rs 3.88
trillion in FY18. It is also expected that the demand will reach USD 400 billion in FY24.

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In India, as of FY18 air conditioner, refrigerator and washing machine market were estimated
around Rs 20,000 crore (US$ 3.1 billion), Rs 19,500 crore (US$ 3.03 billion) and Rs 7,000 crore
(US$ 1.09 billion) respectively.
For refrigerators, washing machines and air conditioners contributed 20% of import in the market.

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Segmentation of consumer durable market:
Major companies in FMCD market:
Company Name Products
Blue Star ACs, refrigerators, specialty cooling products including
mortuary chambers and cold storage
Godrej Refrigerators, ACs, washing machines, microwave ovens, DVD
players, digital-imaging products and audio-visual products
LG TVs, audio-visual solutions, computers, mobile phones,
refrigerators, washing machines, microwave ovens, vacuum
cleaners and ACs
SAMSUNG TVs, home theatre systems, DVD players, mobile phones,
digital cameras, camcorders, refrigerators, ACs, washing
machines, microwave ovens and computers
SONY TVs, projectors, DVD players, audio systems, home theatre
systems, digital cameras, camcorders, computers, video-gaming
products and recording media
WHIRLPOOL Refrigerators, washing machines, microwave ovens, water
purifiers and power backup solutions
PHILIPS TVs, home theatre systems, DVD players, audio products,
personal care products, household products, computers and
phones

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2. Company Information
I was selected in Samsung Electronics private limited company’s live project. Below I am stating
some information about the company.
Samsung is one of the old and global leader in the field of semiconductors, digital media,
telecommunication and convergence technologies.
Founder Lee Byung-chul
Founded 1st
March, 1938
Industry Consumer Electronics
Headquarters South Korea
Revenue 21123.14 crore (2017)
Subsidiaries Samsung Electronics, Samsung Life
Insurance and more
Market shares of Samsung in different area:
28%
25%11%
8%
9%
19%
Smartphones
Xiomi Samsung Vivo Oppo Realme Others
30%
70.00%
Television
Samsung Others
30%
70.00%
TFT LCD monitors
Samsung Others
30%
70.00%
CRT monitors
Samsung Others

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Products of the company:
30%
70.00%
Washing Machine
Samsung Others
30%
70.00%
Refrigerators
Samsung Others
Samsung Electronics
TV
SMART TVs
(32", 43", 49",
55",65",75")
QLED
(4k, 8k)
APPLIANCES
REFRIGERATORS
WASHING
MECHINE
MICROWAVE
MOBILE
SMARTPHONES
TABLETS
30%
70.00%
Multifunctional
Printers
Samsung Others
30%
70.00%
Hard Disk
Samsung Others

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3. The store allotted to me – information about the store
The store allotted to me was Croma and the branch is in Baner, Pune.
Location: Pride Gateway
Address: Showroom No. 1 & 2, Ground Floor, Pride Gateway S. No. 112, 1/2/1, 112/1/2/3 P,
Baner, Pune, Maharashtra 411045.
About Croma:
Parent Company Tata Group
Industry Retail
Number of locations 142
Headquarters Andheri
Founded 9th
October, 2006
Products Consumer Electronics
Subsidiary Woolworths Wholesale (1) Pvt. Ltd.
In my Croma brunch there was an electronics hub of different companies like LG, Sony, Apple,
Samsung, Amazon, MI, One Plus, Hitachi, Bose and Croma itself.
Products available in the store is all consumer electronics of different products. Products like:
TV, Washing machine, Fridge, Headphones, Speakers, Smartphones, Amazon Kindle, Alexa, I-
phone, Tabs, I-pads, Microwave, Laptop, Air conditioner, Air Cooler apart from these all kinds of
electronic accessories, Laptop Bags etc.
In the time of Diwali there was huge competition among the companies present over there and the
rate of sales were also high.
Easy Finance Facilities e.g. Baja Finserve, Tata Capital, Kotak were available for the higher cost
products. They were providing no cost EMI, Zero down payment EMI and many more facilities.
In the store so many offers were provided for Diwali and Dhanteras.

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4. Work done
In the very first day we went to the office of Samsung Electronics Pvt. Ltd. There we met with our
HR Mr. Junaid Sir. All document verification was done by him.
Then proper training for the project work was given to us from the company.
They focused on mainly three products-
1. TV
2. Washing Machine
3. Fridge
After the training about project we were allocated with the locations in different areas off Pune
city.
I was allocated in Croma Baner branch.
There I met with my senior from Samsung Company Mr. Shantanu Sir. He helped me a lot to
complete the project. He explained me about the consumer durable, product portfolio etc.
In the store I was handling the TV department.
In the beginning I used to greet the customer and hold them if my senior is busy with other
customer. In that time, I used to ask them questions e.g.
What size of TV they need? Smart TV or Non-Smart TV they want? Any preferable brand they
want? And likewise many more.
If my senior is free then I used to hand over the customer to him after greeting.
Apart from that I have also learned about the other TVs of other companies to find the weak point
thus I can promote my brand in front of the customers.
I worked for Eight days in a row from 11am to 9pm
After two days of starting of the project my senior give me the permission to sell the 32” and 43”
TV. So after that I hold the customers and gave description of the product, what is different in the
product, and used to convert the customers, as a result I was able to close six 32” TVs and two 43”
TVs.

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5. Learnings
I have got a lot of experience from the live project. Among them few are given below:
1. The first thing I learned is, how to interact with people with different mindset.
2. I learned about the different updates in the products provided by Samsung.
3. How to face problems?
4. It gives us the opportunity to be familiar with the real professional market.
5. How can we motivate people to buy the product of the brand that we are promoting?
6. One of the most important thing I learned is how to sustain in a competitive market.
7. Thus project helped me a lot to improve my communication skills in both verbal and non-
verbal.
8. I have learned to take own decisions.
9. As I am new to Pune city, this live project helped me to discover many things. I explore
the city and also learned local languages little bit.
10. Coming to the theoretical applications, I can easily correlate consumer durable, consumer’s
need, want and demand, customer’s satisfaction, customer support and services, sales and
promotion of products and many more.

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References
https://www.croma.com/company-information
https://www.samsung.com/us/
https://www.electronicsb2b.com/industry-buzz/samsungs-market-share-refrigerators-exceeds-30-
per-cent-india/
https://www.ibef.org/industry/indian-consumer-market.aspx
https://www.ibef.org/download/Consumer-Durables-September-2019.pdf
https://www.ibef.org/download/Samsung.pdf