0601010 market research on advertising and brand image

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0601010 market research on advertising and brand image

  1. 1. A PROJECT REPORT ON “MARKET RESEARCH ON ADVERTISING AND BRAND IMAGE OF CONSUMER ELECTRONIC COMPANIES AND ITS IMPACT ON SALES OF A BRAND” FOR SAMSUNG INDIA ELECTRONICS PVT. LTD. PUNE. BY BHIDE ASHISH ANAND Under the Guidance of Dr. Vandana Gote Submitted to “University of Pune” In partial fulfillment of the requirement for the award of the degree of Master in Business Administration (MBA) Through VISHWAKARMA INSTITUTE OF MANAGEMENT PUNE – 4110 48
  2. 2. ACKNOWLEDGEMENT My first thanks to Dr. Sharad Joshi, Director of VISHWAKARMA INSTITUTE OF MANAGEMENT, Pune; and all those people who helped me during the training and completion of this Project Report. The list of such people is indeed exhaustive but a few need special mentioning. I am thankful to Mr. Jitendra Kulkarni (Branch Manager, Samsung, Pune) for giving me an opportunity to work in their esteemed organization. I am grateful to Ms. R. Meenakshi (External Project Guide) and Mr. Rupesh Belsare for their valuable advice and guidance during the preparation of this report. I take this opportunity to extend my gratitude for co-operation; professional guidance and useful help tips provided to me by my guide Dr. Mrs. Vandana Gote, without whose help the project would not have been completed. Last but not the least, I am thankful to all the dealers, respondents whom I have interfaced during my training period. BHIDE ASHISH ANAND
  3. 3. To Whomsoever It May Concern This is to certify that Mr. Ashish A Bhide is a bonafide student of our institute. He has successfully carried out his summer project titled, “MARKET RESEARCH ON ADVERTISING AND BRAND IMAGE OF CONSUMER ELECTRONIC COMPANIES AND ITS IMPACT ON SALES OF A BRAND” at Samsung India Electronics Pvt. Ltd. This is original study of Mr. Ashish A Bhide and important sources of data used by him have been acknowledged in his report. The report is submitted in partial fulfillment of two years full time course of Masters in Business Administration 2006-2008 as per the rule. Dr. Vandana Gote. Dr. Sharad L. Joshi (Project Guide) Director (Vishwakarma Institute of Management)
  4. 4. List of Abbreviations • FF- Frost Free • DC-Direct cooling • POP- Point of Purchase • CTV- Colour Television • GSB-Glow Sign Board • ISB- In shop Branding
  5. 5. INDEX Serial No. Title Page No. CHAPTER 01 EXECUTIVE SUMMARY 01 CHAPTER 02 COMPANY PROFILE 04 CHAPTER 03 OBJECTIVES OF THE STUDY 13 CHAPTER 04 RESEARCH METHODOLOGY 15 CHAPTER 05 DATA ANALYSIS 22 CHAPTER 06 FINDINGS 49 CHAPTER 07 SUGGESTIONS 52 CHAPTER 08 LIMITATIONS 55 CHAPTER 09 BIBLIOGRAPHY 57 ANNEXURE 60
  6. 6. CHAPTER 1 EXECUTIVE SUMMARY
  7. 7. The project report Market Research on “Advertising and Brand Image of consumer Electronic Companies and its impact on sales of a brand” is based on live experience of work and market research. The project research was carried out in the tenure 2 months in June and July with Samsung India Electronics Pvt Ltd under the guidance of Ms. R. Meenakshi. The main objective of this study was to study the advertising policies of the Consumer Electronics brands. Also the branding policies of the various companies have also been studied and its effect on the sales of the product has been analyzed. The data collected during the project was both primary and secondary in nature. The primary data was collected by direct interaction with the dealers and the costumers and also by observation. The secondary data was collected from sources like the internet, reference books, company magazines etc. data was also collected with the help of a questionnaire and personal interviews. From the analysis we can conclude that advertising and branding pal defining roles in any company strategy. These are two essential tools that have to be used in order for the company to excel in the sales. The main objective of the research was to find the preference given to different brands by the dealers and the costumers. Also the response to the various advertising strategies and branding policies was also studied. With the help of these responses we were able to study the brand preferences. With the help of the questionnaire and with observation we were able to find out the display share of Samsung in the market for various products. This display share is of great importance. This is so because when you enter a shop if you have the maximum display share in a shop the customer is naturally intimidated and it will tend to affect his decision in favor of the particular product.
  8. 8. Hence it becomes more important to have proper branding inside as well as outside the shop in order to gain the attention of the customer. The promotion offers were also studied. Samsung as a company has evolved a great deal and has risen to the No-2 position in the consumer electronics and the home appliances market. However LG is still ahead of Samsung and there is constant competition between different brands to reach the top spot. So the companies must be constantly alert. Also they must revise their strategies according to the market situation. The strategies must be dynamic in nature to adapt to the constant changing market situation. After studying the market we come to the conclusion that there is more space for Samsung to expand in this market. They must remain dynamic in their approach to see to it that they gain the number 1 spot. Also more emphasis must be given to the after sales service and to the advertising strategies.
  9. 9. CHAPTER 2 COMPANY PROFILE
  10. 10. SAMSUNG INDIA ELECTRONICS PVT.LTD: Digital technology leader, Samsung India Electronics Pvt. Ltd., a subsidiary of the US$55.2 billion recognized as one of the fasted growing brands. HISTORY OF SAMSUNG: Byung Chull Lee founded Samsung on the 1st. of March 1938; His history has been characterized for the constant advances of the conquest of new challenges. Samsung has been an important force in the development of the Korean people and finds itself today as a solid base being Korea’s most important corporation. Samsung Electronics Co., ltd is a global leader in semiconductor, telecommunication, digital media, and convergence technologies. Employing approximately 201,000 worlds wide in 337 offices and facilities in 58 countries the company consists of five main business units. Digital Appliance Business Digital Media Business LCD Business Semiconductor Business Telecommunication Network Business. The company is world’s largest producer of memory chips, TFT-LCDs, CDMA mobile phones, monitors, and VCRs. SAMSUNG IN INDIA: Samsung entered in India in December 1995. Within a span of 10 yrs, Samsung India Electronics Ltd. (SIEL) is recognized as a leader provider of high tech Consumer Electronics and home Appliance Products in the country. IT has a market share 14.4% in the highly competitive color TV market in India and holds the 2nd position in Flat Television category. It holds significant market share in the Frost-free Refrigerators (11.5%), Washing Machines (13%).
  11. 11. Samsung Electronics is a leading provider of high tech Consumer Electronics, Home Appliance, IT, and Telecom Products in the country. It’s the world’s largest producer of color monitor TVs, memory chips and TFT-LCDs. Samsung India has set up manufacturing facilities for Color Televisions, Washing Machines, Refrigerators, and Microwave Ovens and Air Conditioners. All the facilities are located at its Manufacturing Complex at Noida, Uttar Pradesh. The company set up software Technology Park for Digital Visual Display Products at Noida in the year 2002 SIGNIFICANCE OF SAMSUNG: Samsung signifies three stars, each of the stars means: To serve the nation throughout business. To put the Human Resource over the material resources. Efficient Management Activity. SIGNIFICANCE OF SAMSUNG EMBLEM: Samsung’s emblem pretends to project the firm’s determination to become a world leader; its bluish color suggests stability and liability in an intimate feeling of warmth. The elliptic shape symbolizes movement through space combining an image of innovation and change. The partial letter S and G break out the oval to connect the interior with the exterior, showing Samsung’s desire to become with the world together as one.
  12. 12. VISION OF SAMSUNG: Samsung India’s vision entails helping people to improve the quality of their lives by providing them with superior quality, state-of-the-art, and technology products at right time at the right place at the right price. But beyond its role as the purveyor of quality products in India, Samsung seeks to contribute to the economic growth of the country through its export commitment and large-scale production facilities generating secured employment for thousands of Indians people. In line with Global Digital initiatives of Parent Company, Samsung India is seeking to acquire digital leadership in India by introducing its digital products in India MISSION OF SAMSUNG: Ever since it was founded in 1938, SAMSUNG has continually refined its mission statement to respond both to change in itself and in the world: “Economic contribution to the Nation,” “Priority to Human Resources,” “Pursuit of rationalism.” QUICK VIEW OF SAMSUNG: Founded: 1938 Chairman (since1987): Kun-hee Lee. Vice Chairman& CEO: Jong Yong Yun. Founder: Byung-Chull Lee (1910-1987) Headquarters: Seoul, South Korea Global Operations: 337 offices and facilities in 58 countries Number of Employees: 201,000 worldwide (129,000 in Korea) Number of listed companies within the group: 14 Listed Companies are: Samsung Electronics Co., Ltd Samsung SDI Co., Ltd.
  13. 13. Samsung Electro-Mechanics Co., Ltd. Samsung Techwin Co., Ltd. Samsung Heavy Industries Co., Ltd. Samsung Chemicals Co., Ltd. Samsung Fire & Marine Insurance Co., Ltd. Samsung Securities Co., Ltd. Samsung Corporation. Samsung Engineering Co., Ltd. SAMSUNG A FORTUNE 500 COMPANY: Recognized as one of the fastest growing global brands Samsung electronics is the world’s largest producer of Color Monitor, Color TV, Memory chips. Samsung India Electronics Ltd (SIEL), a subsidiary Samsung Electronics Company Ltd (SECL) of South Korea, started its operation in 1995. Samsung has number two position in Flat TV category and frost free Refrigerators. AWARDS FOR SAMSUNG: Manufacturing Value Innovation awards- Gold awards for Productivity, cost, speed at the visual display plant Nov. 2004. Management Innovation awards- Dec 2004. Samsung Quality Awards - Nov. 2004 for Color TV and Color monitor plants. Samsung Innovation Awards - Nov. 2004 for refrigerator pla
  14. 14. PRODUCT LINE MOBILES IT PRODUCTS HOME APPLIANCES CONSUMER ELECTRONICS >GSM >MONITORS >MICROWAVE OVEN >TV >CDMA >HARD DISK >AIR CONDITIONER >DVD PLAYER DRIVE >WASHING MACHINE >CAMCORDER >CD/DVD ROM >REFRIGERATOR >AUDIO >CD/DVD WRITER >HOME THEATRE >LASER PRINTER > MP3 PLAYER >& LASER BASED >DIGITAL STILL >MULTIFUNCTION CAMERA >PRODUCTS >FAX
  15. 15. NEW TECHNOLOGY INTRODUCED BY SAMSUNG: DIGITAL NATURAL IMAGE ENGINE (DNIe): Presenting Samsung DNIe vision an unprecedented revolution in visual entertainment. As the global digital technology leader, Samsung has redefined the frontiers of technology to set a new standard. The technology helps in clarity of pictures and motion clarity. Samsung DNIe vision has four remarkable engines: - a. Color Engine b. Contrast Engine c. 3D Motion Engine d. Detail Engine Color Engine: Samsung DNIe vision’s color engine analyses the color across various parameters and achieve the right saturation of red, green and blue to give the perfect picture. This makes it possible for Samsung DNIe vision to reproduce perfect skin tones and white of remarkable clarity. b. Contrast Engine: The DNIe contrast engine automatically analyzes up to 70,000 local images within a frame leading to blacker blacks and whiter whites. This revolutionary digital approach to achieve contrast details results in a picture rich in contrast even in the tiniest details. c. 3D Motion Engine:
  16. 16. Samsung DNIe visions innovate 3D engine, uses advanced algorithms to eliminate noise and blurring without the slightest damage to the original signal. This helps in crystal clear pictures with all the details. d. Detail Engine: Samsung DNIe vision automatically analyses the portion of the signal to be amplified, detecting and reprocessing any noise or defect to reproduce natural details. ABOUT LCD AND PLASMA TV: LCD TV & Plasma TV are two competing technology trying to achieve similar things i.e., crystal-clear, color-filled pictures. They also come in similar packages i. e., super- model thin cases. Plasma technology incorporates hundreds of thousands of individual pixel cells, which allow electric pulses to excite rare natural gases (usually xenon and neon). This causes the pixel cells to glow, and thus produce light with proper color. In a LCD TV, a matrix of Thin Film Transistors (TFTs) supplies voltage to liquid- crystal-filled cells that are sandwiched between two sheets of glass. When hit with an electric charge, the crystals untwist to an exact degree to filter white light generated by a lamp behind the screen, thus creating the picture. PRODUCTION SAMSUNG IMPLEMENTS SIX SIGMA PRINCIPLES:
  17. 17. In New Delhi 13 July 2001 Samsung India has successfully implemented Six Sigma Principles in production at its Noida CTV Manufacturing Facility. The Project initiates in the areas of production, Production Engineering and Quality Assurance in January 2001 has resulted in reducing the Operating Loss and Balance Loss of CTV Production line by over 60% and reducing the defect rate of Auto Insertion Machines by over 80% measured in ppm. . Thereby in resulting in significant reduction in production loss time, quality improvement, and cost saving for the company. The idea was to launch Six Sigma Campaign at the grass root level in the Company. So that the Six Sigma methodology is used to analyze and solve the production related problems systematically and the process variation are significantly reduced. 10 New Project in the area of Production Engineering Quality Assurance and Purchase have been selected for Six Sigma Implementation this month. According to Mr. Y. B. Yoo, V.P-Manufacturing, Samsung India, “We are applying Six Sigma Methodologies to improve our existing processes and practices in production and achieving even higher quality levels in our manufacturing processes. Thus, for better Quality Management of our system and processes, choosing the right Operating Mechanism and applying the right tool is the key to our success in implementation of Six Sigma Principles. “For better understanding of Six Sigma and its successful implementation, Samsung India had sent its key employees in Production /Production Engineering and Quality to Samsung Malaysia for 5 month training Programmed being organized by Samsung Electronics, Korea thought Specialists in the field. Samsung representative from other subsidiaries like Malaysia, Indonesia, and Vietnam also attended this Programmed. This programmed was being carried out in 5 phases of Define (problem area) Measures (Current situation and prioritize), Analyze (Related Problems) Improve (Implementation Step and data analyze) and control (Develop and implement control plans, confirm that solution is sustained), with training and actual implementation being packaged together. According, each Samsung India representative in this Programmed had identified a Specific Problem in his work area where he/she would make Quality Improvement by reducing the defect, measured in ppm (part per million). In addition to the Six Sigma Implementation Programme, Samsung India has taken a challenge at its CTV manufacturing at Noida to sextuple its production levels, that is, achieve maximum production of 4000 CTV set/day. Samsung India is
  18. 18. targeting production of 800000 CTVs in the year 2001 compared to 6000000 CTV produced in year 2000. Samsung India is the first overseas Samsung subsidiary outside of Korea to have installed a TGV Line for CTV Production. Samsung invested US$2 million towards the installation of high speed High Quality Production Line. “Productivity improvement entails both Hardware improvements as well improving the Skills of our Operators through Training. Thus while Hardware is being improved through TVG Line installation, integrating machines with existing line. Machines re- programming etc, in order to motivate operation we have introduced a ‘Star Operator Scheme’ in our Manufacturing Facility’ state Mr. Yoo. Under this Scheme, the Incentives/Benefits of an Operator are linked with their Job knowledge. Job rotation of operators and development of Butterfly Operators is another activity that is being carried out to improve productivity.
  19. 19. CHAPTER 3 OBJECTIVES OF PROJECT
  20. 20. OBJECTIVES OF THE STUDY Survey was undertaken on the following objectives. • To find out an image of a brand. • To compare the advertising policies of the companies. • To find out the impact of advertising and brand image on sales. • To examine the reason why dealers are interested to sell a particular brand. • To make strategy to capture the total market. • To identify the company position in the market of consumer electronics.
  21. 21. CHAPTER-4 RESEARCH METHODOLOGY
  22. 22. METHODOLOGY Research methodology comprises of all research activities carried in connection with the marketing management. Marketing research, systematic analysis of the marketing problems, model building and facts finding for the purpose of improvements in decision making and control in the marketing of the products and services. Research methodology may be understood as a science of studying how research is done scientifically. To plan research project, it is necessary to anticipate all the steps that must be undertaken if the project is to be completed successfully. These steps are often collectively referred collectively as research process. Research methodology states the study undertaken to complete the project. It includes specification of: RESEARCH METHODOLOGY SOURCES OF DATA COMPLETION OF DATA SAMPLING PLAN RESEARCH DESIGN A research design is simply a framework or plan for study that is used as a guide in collecting and analyzing the data. It is a blue print that is followed in completing the project. The research design specifies the methods and procedures for acquiring the information needed. It is overall operation pattern or framework of the project that
  23. 23. stipulates what information is to be collected from which sources and by what procedures. There may not be single, standard and correct method of research. There may be different types of research design to suit different purpose of research. There are various types of research design. They are: o Exploratory Research o Descriptive Research. Depending upon the objective of research, marketing research design is selected. According to the research objective I plan to choose exploratory research. EXPLORATORY RESEARCH The major emphasis of exploratory research is to extract new insight into the problem. This research will help to know some facts about other people preferences and choice. It helped me in knowing the following information: o What are the preferences of people towards purchasing the television of a particular brand? o How they rate a certain brand? o How effective are the advertising activities carried out by the brands for its sales? SOURCES OF DATA The next step is to gather information. There are two types of data. They are:
  24. 24. PRIMARY DATA SECONDARY DATA PRIMARY DATA First of all, all the sources of primary data from various sources should be explored and examining the possibility of their use for study. In many cases the data may not be inadequate or unusable and therefore, may realize the first hand information. There are two methods by which primary data can be collected. They are: Observation method Communication method OBSERVATION METHOD Observation is one of the methods of collecting data. It is used to get both past and current information. For example, instead of asking responder about their current behavior, we may observe the result of such behavior. The observational method is not used frequently. All the same it is used especially in marketing experimentation. COMMUNICATION METHOD This method is very popular. The method is used for the project study. Advantages: • It helped in correcting not only factual data in terms of demographics but also attitude and opinions. • The recorded data is more reliable and valid. • It is less time consuming and less expensive than observation method.
  25. 25. SECONDARY DATA Any data, which has been gathered for some other purpose, is the secondary data in the hands of research. Advantages • The major advantage in the use of secondary data is that it is more economical, as the cost of collecting original data is saved. • It saves much of the time of the researcher. This leads to prompt completion of the project. • Search for secondary data is helpful, not only because secondary data may be useful but because familiarity with such data indicates the deficiencies and gaps. As a result the primary data can be collected more specifically and more relevant to the study. • Finally the secondary data can be used as basis for comparison with primary data. COLLECTION OF DATA Primary Data: It involves two aspects. The techniques and tools that are used in collecting data are as follows; Techniques There are two techniques of collecting primary data Observation Survey Secondary Data
  26. 26. The secondary data is collected from various business newspapers and websites, journal and various magazines. The secondary data gave me brief overview of the current market situation, the history of the company and the sales figures of the latest quarter. RESEARCH INSTRUMENT In this project most of the data and information collected are in the form of primary data, so the references and the contacts are very useful instrument in such data collection. Here unstructured questionnaire was used which was not pre-decided depending upon the certain customers and it included both open-ended and close-ended questions. SAMPLE PLAN Sample plan is very much important for a research; after deciding on sample instrument and research approach, sampling plan calls for following decision. Sample unit This is very important for a research to decide as to who is going to be surveyed, or what the sample unit is. In this research different category of people, dealers were targeted to gather correct and reliable information. Universe The universe of the research here were the people and dealers of Pune from different areas. Contact Method
  27. 27. The sample method used here was personal visit. This is the oldest and most commonly used method of marketing research. Naturally it could work out more accuracy. Here the unstructured and indirect type of personal question method is used. The response is then direct and limited to the question framed in the questionnaire which researchers record simultaneously. Sample Size The sample size in this research was: • 200 customers. ({100 customers < Age 40} + {100 customers > Age 100}) • 5 branch offices of 5 companies. • 50 dealers. Target Market: Research is limited for Pune city including PCMC area. City of Pune is divided into 10 areas as: 1. AUNDH 2. PUNE SATARA ROAD 3. PIMPRI & CHINCHWAD 4. KHADKI 5. SINHAGAD ROAD 6. YERWADA 7. CAMP 8. KONDHWA 9. KOTHRUD 10. TILAK ROAD
  28. 28. CHAPTER 4 DATA ANALYSIS
  29. 29. Table No-1 Most Favored Brand According To Sub Dealers 1-a) Refrigerators Most Favored Brand of Refrigerator 8 8 10 4 0 2 4 6 8 10 12 Series I Series I 8 10 4 8 Samsung L.G Whirlpool Electrolux Explanation: - This table shows the preference of brand as shown by the sub dealers in the city. The sample size for dealers is taken to be 50. Finding: - It was found that Samsung is at the 2nd position as far as brand preference for refrigerators goes. 16 out of 50 dealers say that Samsung is the most favored brand compared to 18 out of 50 dealers preferring LG as the best brand.
  30. 30. 1-b) Microwave Oven Most Favored Brand of MicroWave Owen 9 6 4 11 2 4 6 8 10 12 Series I Series I 9 6 4 11 Samsung L.G Electrolux Kenstar Explanation: - This table shows the preference of brand as shown by the sub dealers in the city. The sample size for dealers is taken to be 50. Findings: - We find that Kenstar is the leader in this segment with Samsung following in the second position. 15 out of 50 dealers give Samsung the first preference as a brand of microwave.
  31. 31. 1-c) Air-Conditioner Most Favored Brand of Air Condition 5 8 7 2 6 2 0 1 2 3 4 5 6 7 8 9 Series I Series I 5 8 7 2 6 2 Samsung Carrier L.G Godrej Onida Videocon Explanation: - In this graph we see the display share of Air conditioners in the city. Findings: - In Air Condition market there are many players in the market so there is Cut Throat Competition in this particular product. Most favored brand in the eyes of Sub Dealer is CARRIER and ONIDA because of the Quality and various other benefits given to Sub Dealers. Rest all follows them.
  32. 32. 1-d) Washing Machine Most Favored Brand of Washing Machine 7 9 6 8 0 1 2 3 4 5 6 7 8 9 10 Series I Series I 7 9 6 8 Samsung L.G Whirlpool IFB Findings: - In Washing Machine there are many players in the market so there is strong Competition in this particular product. Most favored brand in the eyes of Sub Dealer is LG and IFB because of the Quality and various other benefits given to Sub Dealers. SAMSUNG follows at the third spot. Rest all follows them.
  33. 33. Table No. 02 Title: - Market display share of total Televisions of 21’’ Brand Units Percent LG 232 21% SAMSUNG 209 20% ONIDA 123 11% VIDEOCON 130 12% SONY 156 15% OTHERS 221 21% TOTAL 1071 100% 21% 20% 11%12% 15% 21% LG SAMSUNG ONIDA VIDEOCON SONY OTHERS Source: Survey Explanation: - The above table represents the market display share of televisions of 21’’. The total number of units is 1071.
  34. 34. Finding: - In the market of televisions of 21’’, Samsung is at No. 2 position. LG is the market leader in this segment. Other brands like Sony and Videocon follow. However the data is biased to some extent, as it does not give a very accurate picture of the market situation. We consider both flat TV as well as TV’s with concave glasses in this research. However if we were to consider only the Flat TV’s we find that Samsung is the market leader in this segment for 21” as well as 29”. Thus the brand image of Samsung is the second strongest.
  35. 35. Table No. 03 Title: - Market display share of total Televisions of 29’’ Brand Units Percent LG 121 23% SAMSUNG 102 18% ONIDA 85 16% VIDEOCON 51 11% SONY 89 16% OTHERS 97 16% TOTAL 545 100%
  36. 36. Explanation: - The above table shows the market display share of the televisions of 29’’. The total numbers of units are 545. Finding: - From the above graph it is clear that LG is leading in the market of televisions of 29’’. Its market share is 22% to that of Samsung’s 18%. However the data is biased to some extent, as it does not give a very accurate picture of the market situation. We consider both flat TV as well as TV’s with concave glasses in this research. However if we were to consider only the Flat TV’s we find that Samsung is the market leader in this segment for 21” as well as 29” 29'' 23% 18% 16%11% 16% 16% LG SAMSUNG ONIDA VIDEOCON SONY OTHERS
  37. 37. Table No. 04 Title: - Market display share of total LCD’s/Plasma Brand Units Percent LG 54 15% SAMSUNG 91 26% ONIDA 25 7% VIDEOCON 44 13% SONY 54 15% OTHERS 83 24% TOTAL 351 100% Source: Survey Explanation: - The above table shows the market display share of the LCD’s and Plasma’s. The total numbers of units were 351. Finding: - From the above graph it is clear that Samsung is leading in the market of LCD’s/ Plasma with 26% followed by LG – 15%, Sony – 15% and Videocon – 13%. LCD/Plasma 26% 15% 7%13% 15% 24% LG SAMSUNG ONIDA VIDEOCON SONY OTHERS
  38. 38. Table No. 05 Title: -Market display share of total Televisions/LCD/Plasma Brand Units Percent LG 449 23% SAMSUNG 410 17% ONIDA 237 12% VIDEOCON 245 13% SONY 284 15% OTHERS 394 20% TOTAL 1933 100% Source: Survey Explanation: - Overall 23% 17% 12%13% 15% 20% LG SAMSUNG ONIDA VIDEOCON SONY OTHERS
  39. 39. The above table shows the overall market display share of the televisions, LCD’s and Plasma’s. The total numbers of units are 1933. There are five major players in the market of TV/LCD/Plasma namely Samsung, LG, Sony, Videocon and Onida. Finding: - From the above representation it is very clear that in the market of TV/LCD/Plasma, Samsung is enjoying No. 2 position with its display share being 17% and the market leader is LG with 23%. Videocon share is 13%, Sony with 15%, Onida 12% while the others sum up to 20%. Thus we can analyze the brand image where LG has strongest compared to Onida having lowest.
  40. 40. Table No-06 Title: - Market share of total Television/LCD/Plasma Internet 28% 17% 9%10% 10% 26% LG SAMSUNG ONIDA VIDEOCON SONY OTHERS Source: Secondary Data from the Internet Explanation: - As per the Internet sources these are mainly five major players of TV/LCD/Plasma in the market in descending order as LG, Samsung, Sony, Videocon, and Onida. Thus we can analyze the brand image from the diagram above. Finding: - From the above graph it is clear that Samsung is enjoying No. 2 position along with Sony where LG is at the top. Thus the brand image of LG is the strongest. Thus the relevance of survey can directly be compared with this data.
  41. 41. Table No-07 Market display share of Refrigerators Explanation: - This is the market display share of refrigerators in Pune. In this we consider all types of refrigerators like FF, DC etc. Finding: - In terms of display of Refrigerator (FF) among various sub dealers it is found that L.G occupies the major share and in other models Samsung occupies major share. And others are overall equal. Display of a particular product or brand is done for two reasons 1. To push that product for sales 2. To attract customer. Display Of Refrigerator of diffrent Brands 2 0 0 0 00 0 0 0 49 77 54 12 24 27 5 29 32 37 0 0 10 20 30 40 50 60 70 80 90 No.ofRefrigerator Frost Free Direct Cooling Sise by Side Bottom Freezer Frost Free 49 77 24 12 54 Direct Cooling 37 32 29 5 27 Sise by Side 2 0 0 0 0 Bottom Freezer 0 0 0 0 0 Samsun g L.G Whirlpoo l Electolux Other
  42. 42. Table No-08 Market display share of Microwave oven Display Of MiroWave Oven 19 18 25 8 10 21 11 15 6 13 15 12 21 4 5 0 5 10 15 20 25 30 No.OfRefrigerator Solo Grilled Convection Solo 19 18 25 8 10 Grilled 21 11 15 6 13 Convection 15 12 21 4 5 Samsung Kenstar L.G Electrolux Other Explanation: - This is the market display share for microwave ovens. It includes solo ovens, grilled ovens and oven with convection technology. Finding: - It is found that LG is ahead of Samsung in display when it comes to Microwave (solo). While other models of different Brand are almost at equal level for Display.
  43. 43. Table No-09 Market Display Share of Air Conditioners Display of Air Conditioners 13 2 9 3 8 0 0 6 2 5 2 0 2 1 0 2 4 6 8 10 12 14 No.ofAirConditions Split Window Split 13 2 9 3 8 0 0 Window 6 2 5 2 0 2 1 Samsung Carrier L.G Godrej Onida Videocon Others Explanation:- This graph explains the market display of air conditioners(both split and window A/C’s. Findings: - It is found that Samsung is ahead of LG and other brands in display when it comes to Air conditioners. While Other Product and Brand all are almost equal.
  44. 44. Table No-10 Market Display Share of Washing Machines Explanation: -This shows the display market share of semi as well as fully automatic washing machines. Findings: - It is found that LG is ahead of Samsung in display when it comes to Washing Machine (Fully Automatic). While for other model (semi automatic) Samsung is ahead. Display Of Washing Machine 50 58 20 37 21 21 22 9 4 25 0 10 20 30 40 50 60 70 NoofWashingMachine Fully Automatic Semi Autimatic Fully Automatic 50 21 58 20 37 Semi Autimatic 25 4 21 9 22 Samsung IFB L.G Whirlpool Others
  45. 45. Table No. 11 Title: - ADVERTISING ACTIVITIES {According to the Dealers (50) Activities No. Of Dealers. TV Commercials LG SAMSUNG ONIDA VIDEOCO N SONY Excellent 8 6 5 3 3 Good 22 20 18 12 11 Fair 12 18 18 26 24 Poor 8 8 9 9 10 Total 50 50 50 50 50 Outdoor Activities LG SAMSUNG ONIDA VIDEOCO N SONY Excellent 15 10 7 11 9 Good 25 20 12 19 16 Fair 7 15 21 13 14 Poor 3 5 10 7 11 Total 50 50 50 50 50 Press Ads/Magazines LG SAMSUNG ONIDA VIDEOCO N SONY Excellent 12 15 2 4 8 Good 24 25 14 19 21 Fair 9 7 21 16 11 Poor 5 3 13 12 10 Total 50 50 50 50 50
  46. 46. Explanation: - The following are the responses of the dealers regarding the advertising activities carried out by the various companies. The total number of dealers is 50. The responses regarding TV commercials, Outdoors activities, and Press/Magazine advertisements are taken in category of excellent, good, fair, and poor. Finding: - From the above chart it is clear that according to most of the dealers the advertising activities carried out by Samsung and LG are far more positive as compared to the other brands. For TV commercials 30 out of 50 dealer’s response for LG is Excellent/good compared to that of Samsung with 26 out of 50 dealers. Similarly for outdoor activities only 30 out of 50 dealer’s response for Samsung is positive as compared to that of LG (40 out of 50 dealers). In terms of press/magazine advertisements the Excellent/good response of the dealers is, 40/50 for Samsung, 36/50 for LG, 29/50 for Sony, 23/50 for Videocon, and 16/50 for Onida.
  47. 47. Table No- 12,13and 14 Title: - ADVERTISING ACTIVITIES {According to the customers (200) Table No. 12 Activities No. Of Customers TV commercials LG Samsung Onida Videocon Sony Excellent/Good 82 43 78 81 82 Fair/Poor 118 157 122 119 118 Total 200 200 200 200 200 Table No. 13 Activities No. Of Customers Outdoor Activities LG Samsung Onida Videocon Sony Excellent/Good 115 101 65 84 122 Fair/Poor 85 99 135 116 78 Total 200 200 200 200 200 Table No. 14 Activities No. Of Customers Press/ Magazine Ads LG Samsung Onida Videocon Sony Excellent/Good 139 142 99 117 128
  48. 48. Fair/Poor 61 58 101 83 72 Total 200 200 200 200 200 Explanation: - The following are the responses of the customers regarding the advertising activities carried out by the various companies. The total number of customers is 200. The responses regarding TV commercials, Outdoors activities, and Press/Magazine advertisements are taken in category of excellent/good, and fair/poor. Table no. 07 represents responses regarding the TV commercials, table no. 08 regarding outdoor activities and table no. 09 regarding press/magazine advertisements. Table No. 12 0% 20% 40% 60% 80% 100% LGSam sung O nidaVideocon Sony TV Commercials Excellent/Good TV Commercials Fair/Poor Table No. 13
  49. 49. Table No. 14 Finding: - As this is the slack period of television sales most of the customers do not come across TV commercials of various brands. However outdoor activities and press/magazine advertisements show decent response. Samsung and LG out cast all the other brands in almost all the activities. 0% 10% 20% 30% 40% 50% 60% 70% LG Sam sung O nida Videocon Sony Outdoor Activities Excellent/Good Outdoor Activities Fair/Poor 0% 20% 40% 60% 80% LG Sam sung O nida Videocon Sony Press Ads/Magazines Excellent/Good Press Ads/Magazines Fair/Poor
  50. 50. Table No. 15 Title: - ADVERTISING ACTIVITIES {Based upon Observations} Brand Dealers Out Of 50 LG 32 SAMSUNG 31 ONIDA 10 VIDEOCON 16 SONY 13 OTHERS 9 Source: Survey 32 31 10 16 13 9 0 10 20 30 40 Dealers LG SAMSUNG ONIDA VIDEOCON SONY OTHERS -
  51. 51. Explanation: This is how the dealers highlight a particular brand in their showrooms. Total number of dealers is 50. Finding: - 31 Dealers out of 50 highlight Samsung in their showrooms while 32 dealers out of 50 highlight LG in their showrooms.
  52. 52. Table NO-16 Factors On, which Brand is recommended by Sub dealer to Customer. Factors on which Brand is recomended by Sub Dealer to customers 8 7 9 0 2 4 0 1 2 3 4 5 6 7 8 9 10 Series I Series I 8 7 9 0 2 4 Brand Name Pricing After Sales Service High Margin To Sub Dealer Schemes/Of fers Fast Movement Of Findings: - From the graph it is seen that most of the Sub dealers prefer to sell LG followed by Samsung. Main reason given by them for that is high quality and brand image of the company.
  53. 53. Table No-17 Title: - Sale figures of TV’s for of the previous quarter. (April, May, June) Brand Units Percent LG 9982 28% SAMSUNG 10046 28% ONIDA 4563 13% VIDEOCON 5071 14% SONY 6028 17% TOTAL 35690 100%
  54. 54. 9982 10046 4563 5071 6028 0 2000 4000 6000 8000 10000 12000 Sales Units 9982 10046 4563 5071 6028 LG SAMSU NG ONIDA VIDEO CON SONY Source: Secondary Data collected from branch offices Explanation: - The above table represents the sale figures of the various brands of TV’s of the previous quarter (April, May, June). These figures are primary sale figures given by the branch offices of each brand. Finding: - We can clearly make out the impact of advertising activities and brand image on the sales. As the activities of Samsung and LG totally outcast its other competitors the sale figures too report the same.
  55. 55. CHAPTER 5 FINDINGS AND CONCLUSIONS
  56. 56. In the market of televisions of 21’’, Samsung is at No. 2 position giving competition to LG. Thus the brand image of Samsung is the Second strongest. (With reference to Table No. 02, page no. 27) From the graph it is clear that LG is leading in the market of televisions of 29’’. Its market share is 22% to that of Samsung’s 18%. (With reference to Table No. 03, page no. 29) From the graph it is clear that Samsung is leading in the market of LCD’s/ Plasma with 26% followed by LG – 15%, Sony – 15% and Videocon – 13%. (With reference to Table No. 04, page no. 31) From the above representation it is very clear that in the market of TV/LCD/Plasma, Samsung is enjoying No. 2 position with its display share being 13% and the market leader is LG with 23%. Samsung’s share is 17%, Sony with 15%, Onida 12% while the others sum up to 20%. Thus we can analyze the brand image where LG has strongest compared to Onida having lowest. (With reference to Table No. 05, page no.32) From the graph it is clear that Samsung is enjoying No. 2 position. LG is at the top. Thus the brand image of LG is the strongest. Thus the relevance of survey can directly be compared with this data. (With reference to Table No. 05, page no. 32)
  57. 57. From the chart it is clear that according to most of the dealers the advertising activities carried out by LG and Samsung are far more positive as compared to the other brands. For TV commercials 30 out of 50 dealer’s response for LG is Excellent/good compared to that of Samsung with only 26out of 50 dealers. Similarly for outdoor activities 30 out of 50 dealer’s response for Samsung is positive as compared to that of LG (40 out of 5o dealers). In terms of press/magazine advertisements the Excellent/good response of the dealers is, 40/50 for Samsung, 36/50 for LG, 28/50 for Sony, 23/50 for Videocon, and 13/50 for Onida. (With reference to Table No. 11, page no. 39)
  58. 58. CHAPTER 7 SUGGESTIONS
  59. 59. 1. Samsung must pay greater attention to increase their brand image. Although Samsung conducts Branding and advertising activities throughout the year it is not enough. This is because LG follows a better strategy as a result they are a more preferred brand than Samsung, however small the margin may be. 2. The company should improve the after sales service upto the satisfaction of the dealers and sub dealers. 3. The company should also encourage the dealers to properly explain the promotion schemes to the customers. In most cases it happens that the dealers are not able to put forward the offer to the customer and ends up confusing the customer. This affects the result of the offer and in turn the sales of the company. 4. Advertising should be done at key places where people can see it. Shops should also be properly instructed to brand particular products. 5. The company should also see to it that advertising tools like posters, banners are also available in the regional language along with English. This will help the company to reach a larger number of people.
  60. 60. 6. The company will also be benefited if they consider their pricing in some segments like the LCD segment. 7. As the product line expands the company must distribute information regarding the new products with the help of pamphlets, posters etc. This will make the dealers aware of the new products. Also such new products should also be publicly advertised so that the customers become aware of these products. 8. Promotional schemes should be such that they will benefit both the dealer and the customer. This will cause the dealer to take proper interest in the promotions schemes. Schemes like display contest can be held for dealers to encourage them.
  61. 61. CHAPTER-8 LIMITATIONS
  62. 62. • Locating the target Sub Dealers of Samsung Electronics is very time consuming. • Sample size is limited due to the limited period for survey. • The location of Sub Dealers to cover the various areas of the city is tedious and time consuming. • Getting accurate response from the respondents due to their inherent problem is difficult. They may be partial or refuse to cooperate. • Respondents may not be at shop and may have to re contact or replace by others. • The study was limited to Pimpri-Chinchwad & Pune city only. • As the Survey reflects only one time frame of the Business year the findings that we get may not stand for the whole year. Hence the results are only for the time period from May-July and do not totally reflect the annual performance of the company.
  63. 63. BIBLIOGRAPHY
  64. 64. BIBLIOGRAPHY: 1) Marketing Management—PHILIPS KOTLER 2) Marketing Research—KOTHARI 3) SAMSUNGS’S Monthly Magazines 4) SAMSUNG Manuals 5) www.compareindia.com 6) www.samsung.com Assessed on Wednesday 5th sept.2007 7) www.wikipedia.org
  65. 65. ANNEXURE
  66. 66. QUESTIONNAIRE FOR CONSUMER Date----/----/---- Product: TV/LCD/Plasma 1) Name Of The consumer: Mr./Mrs.________________________________ 2) Age: ______ 3) Address: _____________________________________________________ _____________________________________________ 4) Which TV do you own? a) LG g) Haier b) Sansui h) Samsung c) Akai i) Onida d) Philips j) Videocon e) BPL k) Sony f) Toshiba l) Sharp 5) If you have to buy a TV, which brand will you prefer? a) LG g) Haier b) Sansui h) Samsung c) Akai i) Onida d) Philips j) Videocon e) BPL k) Sony f) Toshiba l) Sharp 6) Advertising Activities: -
  67. 67. A) TV commercials: - LG Samsung Onida Videocon Sony Excellent Good Fair Poor B) Outdoor Activities: - LG Samsung Onida Videocon Sony Excellent Good Fair Poor C) Press/ Magazine Ads: - LG Samsung Onida Videocon Sony Excellent Good Fair Poor
  68. 68. QUESTIONNAIRE FOR DEALER Date----/----/---- Product: TV/ LCD/Plasma 1) Name Of The DEALER:________________________________ 2) Area/ Address: _______________________________________ ______________________________________ 3) Observation: - Brands Highlighted a) LG d) Videocon b) Samsung e) Sony c) Onida f) Others (___________) 4) Best Brand? As per Sales, Profit, Performance, Brand Image, Etc. a) LG d) Videocon b) Samsung e) Sony c) Onida f) Others (___________)
  69. 69. 5) Display Status: TV LCD/Plasma 21’’ 29’’ LG Samsung Onida Videocon Sony Sharp Haier Philips Toshiba BPL Others 6) Last Month's Sale TV LCD/Plasma 21’’ 29’’ LG Samsung
  70. 70. Onida Videocon Sony Sharp Haier Philips Toshiba BPL Others 7) Current Schemes, if any, on any of the brands? ____________________________________________________ ____________________________________________________ ____________________________________________________ 8) Do you recommend any particular brand to customers? Yes/No Reasons: - ___________________________________________ ___________________________________________ 9) Advertising Activities: - A) TV commercials: - LG Samsung Onida Videocon Sony Excellent Good Fair Poor
  71. 71. B) Outdoor Activities: - LG Samsung Onida Videocon Sony Excellent Good Fair Poor C) Press/ Magazine Ads: - LG Samsung Onida Videocon Sony Excellent Good Fair Poor 10) Display a) Refrigerator Frost-Free Direct Cooling Side by Side Bottom Freezer Samsung LG
  72. 72. Whirlpool Electrolux Others b) Microwave Ovens Solo Grilled Convection Samsung Kenstar LG Electrolux Others c) Air Conditioner Spilt Window Samsung Carrier LG Godrej Onida Videocon Others d) Washing Machine: Fully Automatic Semi Automatic Samsung
  73. 73. IFB LG Whirlpool Others 11) Most favored brand (rank wise) Refrigerator Microwaves Washing Machines Air Conditions Samsung Carrier # # # LG Godrej # # Onida # # # Videocon # # # Whirlpool # # Electrolux # # Kenstar # # # IFB # # # 12) Satisfaction with the schemes and offers (rank wise) Samsung Carrier LG Godrej Onida Videocon Whirlpool
  74. 74. Electrolux Kenstar IFB 13) What do you look for? (Rank 1-5) Schemes Credit Service Customer Pull Promotional Support 14) Which under listed offer is liked by most of the customers (Rank1-6) Cash Coupon Holiday Trip Scratch Coupon Free Gifts Special offers Exchange offers 15) Which is the most demanded brand by the customer? (Rank) Refrigerator Microwaves Washing Machines Air Conditions Samsung Carrier # # # LG
  75. 75. Godrej # # # Onida # # # Videocon # # # Whirlpool # # Electrolux # # Kenstar # # # IFB # # # 16) Which factor Sub Dealer recommends brand to customer. (Rank 1-6) Brand name Pricing After sale service High margin to Sub Dealers Schemes/offers Fast movement of products 17) Main factors a consumer considers while buying product (Rank 1-8) Pricing Brand name Quality Design Style After Sale service 0 % finance Any other
  76. 76. BRANDING BY SAMSUNG IN PUNE LCD Branding-GSB outside Radhika, Nigdi
  77. 77. CTV POP Placement at various Counters of Pune City – Rajkamal, Satara Road (Sub – Dealer)
  78. 78. Samsung LCD Lounge
  79. 79. Promotional Scheme by Samsung for semi automatic washing machine.
  80. 80. PROMOTIONAL SCHEME BY SAMSUNG FOR SAMSUNG 21” FLAT TV

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