Preface

Marketing is the real entrepreneurial function of a business. Samsung's product range in India
included CTVs, audio and video products, information technology products, mobile phones and
home appliances (Refer Exhibit I). Its product range covered all the categories in the consumer
electronics and home appliances. Analysts felt that the wide product range of Samsung was one
of main reasons for its success in the Indian market. Samsung positioned itself on the technology
platform.
My topic for the training is Marketing Strategy of Samsung products. In the training my
objectives are To find marketing strategy of Samsung product in Bhopal district. And to find
number of brands of consumer durable in Bhopal district.
For the research about the topic we have used the primary data collected by the questionnaire.
The limitation of the training is the time constraint as well as the sample size. The result is that
the people wants to purchase the Samsung product because of its better marketing strategy.

CONTENTS

TOPIC
S. No.
1

CONTENTS

Page No.

INTRODUCTION OF THE TOPIC & BRIEF PROFILE 2-21

OF THE ORGANIZATION

MARKETING
MARKETING STRATEGY
INDUSTRY PROFILE
SAMSUNG INTRODUCTION
SAMSUNG HISTORY
PRODUCT PROFILE
SWOT ANALYSIS

OBJECTIVES OF THE TRAINING &

22-31

RESEARCH METHODOLOGY
3

DETAILS OF TRAINING UNDER TAKEN

32-46

FINDINGS

SUGGESTIONS
WORK EXPERIENCE AND OBSERVATION

47-50

SUMMARY AND CONCLUSION

51-52

BIBLIOGRAPHY

53-54

ANNEXTURE

55-57

Chapter I :
Introduction of the topic and brief profile of
the Organization

CHAPTER I :
INTRODUCTION OF THE TOPIC
Before the liberalization of the Indian economy, only a few companies like Kelvinator, Godrej,
Alwyn, and Voltas were the major players in the consumer durables market, accounting for no
less than 90% of the market. Then, after the liberalization, foreign players like LG, Sony,
Samsung, Whirlpool, Daewoo, and Aiwa came into the picture.
Today, these players control the major share of the consumer durables market. Consumer
durables market is expected to grow at 10-15% in 2007-2008. It is growing very fast because of
rise in living standards, easy access to consumer finance, and wide range of choice, as many
foreign players were entering in the market with the increase in income levels, easy availability
of finance, increase in consumer awareness, and introduction of new models, the demand for
consumer durables has increased significantly. Products like washing machines, air conditioners,
microwave ovens, color televisions (C-TV) were no longer considered luxury items. However,
there were still very few players in categories like vacuum cleaners, and dishwashers Consumer
durables sector is characterized by the emergence of MNCs, exchange offers, discounts, and
intense competition. The market share of MNCs in consumer durables sector is 65%. MNC's
major target is the growing middle class of India. MNCs offer superior technology to the
Consumers whereas the Indian companies compete on the basis of firm grasp of the local market,
their well-acknowledged brands, and hold over wide distribution network. However, the
penetration
Level of the consumer durables is still low in India.
Indian Consumer durables market used to be dominated by few domestic players like Godrej,
Voltas, Allwyn and Kelvinator. But post liberalization many foreign companies have entered into
Indian market dethroning the Indian players and dominating Indian market the major categories
being CTV, REFRIGRATOR, MICROWAVE OVEN and WASHING MACHINES.
India being the second largest growing economy with huge consumer class has resulted in
consumer durables as the fastest growing industries in India. LG, SAMSUNG the two Korean
companies have been maintaining the lead in the market with LG being leader in almost all the
categories.
4

The rural market is growing faster than the urban market, although the penetration level is much
lower .The CTV segment is expected to the largest contributing segment to the overall growth of
the industry. The rising income levels double-income families and consumer awareness were the
main growth drivers of the industries.

MARKETING
Marketing is an ancient art and has, since the days of Adam and Eve, been practiced in one form
or the other. In the modern world, marketing is everywhere; most of the task we do and most of
the thing we handle are linked to marketing..
Business = Marketing
When we get into the world of business, we are exposed to the fact that marketing is the most
vital function of business. It is when this function is practiced to near perfection that best of
growth of an enterprise is ensured. In fact, many entrepreneurs assume business = marketing. To
quote peter Drucker Business has just two basic function: marketing and innovatio.
Marketing is the truly entrepreneurial part of business
Marketing is also the real entrepreneurial function of a business. When an entrepreneur starts a
business he first thinks through the marketing side of the business. This is because he knows that
if he succeeds in the entrepreneurial function of marketing ,he will succeed in the enterprise.
Before venturing into the business, he takes a close look at marketing . checks whether an
adequate market for the product/service exists and figures out how to go about tapping it. It is a
known fact that for succeeding in business an entrepreneur, first and foremost, needs good
marketing skills. The great entrepreneurs have all been great marketers. To quote Drucker again,
marketing is the logic of business.

What is Meant by Market?

Now, let us see what market means in marketing. In marketing, market does not mean the
shopping zones or the place where goods are sold and bought. It means people, or consumers,
with purchasing power. For example, the market for cellphones consist of the present and
potential users of the device. Market also refers to demand. For example, the market for
cellphones in India in 2008 is projected at 300 million units.
Marketing as a Process
We have looked at marketing from various angles and obtained varying pictures. These pichures
help us to conclude that marketing, finally, is a process with multiple dimensions. The key
aspects here are:

Marketing is a process of exchange

Marketing means offering something and getting something in return

Marketing involves a buyer and a seller. In other words, it is a transaction between two
parties; one party provides to the other something of value in return for something else of
value

The transaction takes place as per agreed upon conditions

The transaction succeeds when both parties involved are satisfied.

MARKETING STRATEGY
A marketing strategy is a process that can allow an organization to concentrate its limited
resources on the greatest opportunities to increase sales and achieve a sustainable competitive
advantage. A marketing strategy should be centered around the key concept that customer
satisfaction is the main goal.
Key part of the general corporate strategy
A marketing strategy is most effective when it is an integral component of firm strategy, defining
how the organization will successfully engage customers, prospects, and competitors in the
market arena. corporate strategies, corporate missions, and corporate goals. As the customer
constitutes the source of a company's revenue, marketing strategy is closely linked with sales. A
key component of marketing strategy is often to keep marketing in line with a company's
overarching mission statement[4].
Basic theory:
1. Target Audience
2. Proposition/Key Element
3. Implementation

Sectorial tactics and actions

A marketing strategy can serve as the foundation of a marketing plan. A marketing plan contains
a set of specific actions required to successfully implement a marketing strategy. For example:
"Use a low cost product to attract consumers. Once our organization, via our low cost product,
has established a relationship with consumers, our organization will sell additional, highermargin products and services that enhance the consumer's interaction with the low-cost product
or service."
A strategy consists of a well thought out series of tactics to make a marketing plan more
effective. Marketing strategies serve as the fundamental underpinning of marketing plans
7

designed to fill market needs and reach marketing objectives[5]. Plans and objectives are
generally tested for measurable results.
A marketing strategy often integrates an organization's marketing goals, policies, and action
sequences (tactics) into a cohesive whole. Similarly, the various strands of the strategy , which
might include advertising, channel marketing, internet marketing, promotion and public relations
can be orchestrated. Many companies cascade a strategy throughout an organization, by creating
strategy tactics that then become strategy goals for the next level or group. Each one group is
expected to take that strategy goal and develop a set of tactics to achieve that goal. This is why it
is important to make each strategy goal measurable.
Marketing strategies are dynamic and interactive. They are partially planned and partially
unplanned. See strategy dynamics.

INDUSTRY PROFILE
The Consumer Durables industry consists of durable goods and appliances for domestic use such
as televisions, refrigerators, air conditioners and washing machines. Instruments such as cell
phones and kitchen appliances like microwave ovens were also included in this category. The
sector has been witnessing significant growth in recent years, helped by several drivers such as
the emerging retail boom, real estate and housing demand, greater disposable income and an
overall increase in the level of affluence of a significant section of the population. The industry is
represented by major international and local players such as BPL, Videocon, Voltas, Blue Star,
MIRC Electronics, Titan, Whirlpool, etc.
The consumer durables industry can be broadly classified into two segments: Consumer
Electronics and Consumer Appliances. Consumer Appliances can be further categorized into
Brown Goods and White Goods. The key product lines under each segment were as follows.

Industry Size, Growth, Trends

The consumer durables market in India was estimated to be around US$ 5 billion in 2007-08.
More than 7 million units of consumer durable appliances have been sold in the year 2006-07
with colour televisions (CTV) forming the bulk of the sales with 30 per cent share of volumes.
CTV, refrigerators and Air-conditioners together constitute more than 60 per cent of the sales in
terms of the number of units sold.
In the refrigerators market, the frost-free category has grown by 8.3 per cent while direct cool
segment has grown by 9 per cent. Companies like LG, Whirlpool and Samsung have registered
double-digit growth in the direct cool refrigerator market.
In the case of washing machines, the semi-automatic category with a higher base and fullyautomatic categories have grown by 4 per cent to 526,000 units and by 8 per cent to 229,000
units, respectively. In the air-conditioners segment, the sales of window ACs have grown by 32
per cent and that of split ACs by 97 per cent.

Since the penetration in the urban areas for these products is already quite high, the markets for
both C-TV and refrigerators were shifting to the semi-urban and rural areas. The growth across
product categories in different segments is assessed in the following sections.

Consumer Electronics
The CTV production was 15.10 million units in 2007-08 and is expected to grow by at least 25
per cent. At the disaggregated level, conventional CTV volumes have been falling while flat TVs
have grown strongly. Market sources indicate that most CTV majors have phased out
conventional TVs and have been instead focusing more on flat TVs. The flat segment of CTVs
now account for over60 per cent of the total domestic TV production and is likely to be around
65 per cent in 2007-08.High-end products such as liquid crystal display (LCD)and plasma
display CTV grew by 400 per cent and 150 per
Cent respectively in 200910 following a sharp decline in prices of these products and this trend
is expected to continue. The audio/video player market has seen significant growth rates in the
domestic market as prices have dropped. This trend is expected to continue through 2009- 2010,
as competition is likely to intensify to scale and capture the mass market.

10

BRIEF PROFILE OF THE ORGANIZATION

SAMSUNG INTRODUCTION

Vision and mission

Our Vision
Samsung is guided by a singular vision: to lead the digital convergence movement.
We believe that through technology innovation today, we will find the solutions we need to
address the challenges of tomorrow. From technology comes opportunity for businesses to grow,
for citizens in emerging markets to prosper by tapping into the digital economy, and for people to
invent new possibilities.
Its our aim to develop innovative technologies and efficient processes that create new markets,
enrich peoples lives and continue to make Samsung a trusted market leader

Our Mission
Everything we do at Samsung is guided by our mission: to be the best digital-Company.

11

Samsung grew into a global corporation by facing challenges directly. In the years ahead, our
dedicated people will continue to embrace many challenges and come up with creative ideas to
develop products and services that lead in their markets. Their ingenuity will continue to chart
Samsungs course as a profitable, responsible global corporation.

12

13

SAMSUNG HISTORY

Named Yoon-Woo Lee as a Vice Chairman & CEO of

Samsung Electronics

Launched OMNIA phone

Completed establishing TV manufactory in Russia Kaluga

Became the official sponsor of 2010 Guangzhou Asian

Game

2008

Developed the world's first 2Gb 50 NANO

Samsung takes No. 1 spot in U.S. cellphone market

Opened Global Brand PR Centre Samsung D'light'

No.1 worldwide market share position for TVs achieved for

the 9th quarter in a row

No.1 worldwide market share position for TVs achieved for
the seventh quarter in a row

Developed the world's first 30nm-class 64Gb NAND

Flash memory

2007

BlackJack bestowed the Best Smart Phone award at CTIA in

the U.S.

Attained No.1 worldwide market share position for LCD for

the sixth year in a row

2006

Developed the world's first real double-sided LCD

Developed the worlds' first 50nm 1G DRAM

Unveiled 10M pixel camera phone

Launched "Stealth Vacuum," a vacuum cleaner with the

world's lowest level of noises

Launched the worlds' first Blu-Ray Disc Player

14

September, 2005

Developed 1.72"Super-Reflective LCD Screen

The India Retail Forum has awarded Samsung as the Best Retailer of
the year 2005 in the consumer Durables category. James Damian,
SVP, Best Buy and his team handed over the award to Mr. Ravinder
Zutshi, Dy MD and Samsung India at the India Retail award function

February 2005

held in Mumbai on 16th September.

Mr. S. H. Oh appointed as the President and Chief Executive Officer

November 2004

of Samsung South West Asia.

Samsung received the Golden Peacock Special commendation
Certificate for Corporate Social Responsibility (Private Sector) for

February 2004

the year 2004 from Mr. Shivraj Patil, Union Home Minister.
India made regional headquarters for Samsung Southwest Asia.

February 2004

Mr. K. S. Kim appointed as the First President and Chief Executive

November 2003

Officer of Samsung South West Asia.

Inaugurated Samsung's new, High-Tech, advanced Refrigerator

August 2003

facility.
Commencement of production at refrigerator facility in Noida.

June 2003

Merger of SIEL with SEIIT.

December 2002

Software technology park set up at Noida

Construction commences for 5,000,000 refrigerator plant in Noida

October 2002

Samsung unveils new technology for Consumer Home

Entertainment (DNIe)

June 1996

Foundation Stone laid for CTV Factory at Noida, Uttar Pradesh.

May 1996

Launch in South

December 1995

Home Appliances Launch

Samsung India Electronics (SIEL) products launched in India.

August 1995

Certificate for commencement of business received by Samsung

GROWING TO BE THE BEST

15

Samsung India aims to be the Best Company in India by the Year 2006. Best Company in
terms of both the internal workplace environment as well as the external context in which the
Company operates. Samsung aims to grow in India by contributing to the Indian economy and
making the lives of its consumers simpler, easier and richer through its superior quality products.
Our aim is to gain technological leadership in the Indian marketplace even as our goal is to earn
the love and respect of more and more of our Indian consumers. Mr. S.H. Oh, President & CEO
Samsung South-West Asia Regional Headquarters.

Samsung in India
Samsung India is the hub for Samsungs South West Asia Regional operations. The South West
Asia Regional Headquarters looks after the Samsung business in Nepal, Sri Lanka, Bangladesh,
Maldives and Bhutan besides India. Samsung India, which commenced its operations in India in
December 1995, today enjoys a sales turnover of over US$ 1Bn in just a decade of operations in
the country.
Headquartered in New Delhi, Samsung India has a network of 19 Branch Offices located all over
the country. The Samsung manufacturing complex housing manufacturing facilities for Colour
Televisions, Colour Monitors,
Refrigerators and Washing Machines is located at Noida, near Delhi. Samsung Made in India
products like Colour Televisions, Colour Monitors and Refrigerators were being exported to
Middle East, CIS and SAARC countries from its Noida manufacturing complex. Samsung India
currently employs over 1600 employees, with around 18% of its employees working in Research
& Development.

16

SAMSUNG GLOBAL
The DNA of Digital Innovation
Samsung Electronics is a global leader in semiconductors, telecommunications, digital media
and digital convergence technologies with 2004 parent company sales of US$55.2Bn and net
income of US$10.3Bn. Employing approx. 113,000 people in over 90 offices in 48 countries, the
company has of 5 main business units: Digital Appliance Business, Digital Media Business, LCD
Business, Semiconductor Business and Telecommunication Network Business. Recognized as
one of the fastest growing global brands, Samsung Electronics Corporation is the worlds largest
pro ducer of Colour Monitors, Colour TVs, Memory Chips and TFT LCDs.

Customized products for Indian Consumers

Samsung understands the local cultural sensibilities to customize its products according to the
Indian market. It has set up a usability lab at the Indian Institute of Technology in New Delhi
to customize Samsung products to meet the specific needs of Indian consumers. This industryinstitute partnership is helping Samsung to study and analyze consumer response in aspects of
product design, including aesthetics, ergonomics and interface.
Through its research done on consumer preferences in India, Samsung has concluded that
Indian consumers want more sound oriented products. Thus, the Samsung televisions for India
have a higher sound capacity than their foreign counterparts.
For the semi-automatic segment of Samsung washing machines, Samsung has introduced for
the first time in India a feature called Super Dry. It is present in three of Samsungs semi
automatic models and dries the clothes better than the rest.
Samsung washing machines have an additional menu that takes care of the local Indian
wardrobes. They also have a memory re-start that takes care of the frequent power failures in
India.
17

PRODUCT PROFILE

650 Series Full HD LC D TV

Developed using our unique Crystal Design with a hint of
rose-red color accentuating a traditional piano-black
bezel frame, the 650 Series LCD TV features Auto Motion
Plus 120Hz, an Ultra Clear Panel, DNIe Pro and Wide
Color Enhancer Pro to provide perfect picture quality.

Wide Video MP3 Player (YP-P2)

Equipped with Bluetooth and a touch screen interface,
the YP-P2 lets consumers enjoy vivid videos on a 3-inch
wide LCD screen. Samsungs proprietary DNSe 2.0
technology with EmoTure UI enhances the ultimate multimedia experience.

18

VRT Front Loading Washer

Designed with Vibration Reduction TechnologyTM (VRT),
our washer dramatically reduces barrel vibrationeven
at the highest speed. It also reduces energy and water
consumption to the worlds lowest levels. Further, weve
enhanced washing performance and eco-friendly performance
with a diamond-shaped embossing drum.

6-in-1 Steam Oven

Simple, yet stylish, our 6-in-1 steam oven combines all of
the features of a conventional oven with advanced steam
cooking technology to stimulate healthier eating.
Samsungs versatile steam cooking solution adds a
steam function to the conventional oven, grill and microwave,
as well as dry heat and fermenting.

19

Haptic Touch Screen Phones (SC H-W420/W4200)

Built with TouchWiz UI software, our Haptic model promises
a unique user experience, one that touches all of the
senses. The Samsung Haptic features one-touch access,
a widget for creating customized desktops and a G sensor
for automatic horizontal rotation of photos and videos.
It is designed for the innovative, on-the-go user who
demands cutting-edge multimedia features, including a web browser.

Ultra-messaging BlackJack II (SG H-i617)

Microsofts Windows Mobile software-enabled HSDPA
smart phone boasts a bigger screen than the BlackJack
I and includes a jog wheel. The phone also has cuttingedge
features such as a touch screen, Bluetooth, GPS and wireless LAN

20

SWOT ANALYSIS OF SAMSUNG

Strengths:

new bogus appurtenances abstraction to rollout in 5 months.

communicable the beating of the buyer, present acceptable designs & accepting
emotions.

Heavy asset in technology, artefact architecture and staff.

Focus on new articles for the high-end marketplace.

Weaknesses:

Lack in artefact separation.

Different models at assorted amount points.

centermost on accumulation bazaar instead of alcove markets.

Not actual user affable design.

Opportunities:

differentiate its account from competitors.

Offer artefact variation

crave for corpuscle phones apprenticed by the account provider or carriers.

Tie up with account providers. lower the amount of a buzz by just $20 in
abounding countries could increase

Affordability by 43%.

Threats:

Motorola's babyminding in the U.S market, Nokia's acceptance in the Pakistani

market, artful added than bisected of the apple market.

Agitated competitor, including Sony Ericsson and Siemens bistro into its share.
21

Not befitting clue of the new trend in the market.

Not an appearance accent and appearance statement

22

Chapter II:
Objectives of the training and Research
Methodology

23

CHAPTER II:
OBJECTIVES OF THE TRAINING

To find marketing strategy of Samsung products in Bhopal district.

To find number of brands of consumer durable and available in Bhopal district.

To study brand preference of consumer for consumer durable goods in Bhopal district.

To find most important parameter for selection of brand of Colour television,

Refrigerators, Washing machine, DVD, Microwave oven.

24

RESEARCH METHODOLOGY
Research methodology is considered as the nerve of the project. Without a proper well-organized
research plan, it is impossible to complete the project and reach to any conclusion. The project
was based on the survey plan.

Research design
Research design is important primarily because of the increased complexity in the market as well
as marketing approaches available to the researchers. In fact, it is the key to the evolution of
successful marketing strategies and programmers. Research design specifies methods and
procedures for study. In this study the company was interested to know the demand of different
consumer durable product, about competitors, and potential for SAMSUNG procedures to be
used for the study among retailers/dealer and. However it was exclusively personal interview.

Data Collection:
This report was prepared after collecting data from the retailers/ dealers and past data was
arranged from the various studies conducted in last few years and various other records of
company.

Primary Data:
These data were collected by personal interview with retailers/ dealer. For this purpose
questionnaires were prepared in such that all necessary data would be collected.

Secondary Data:
Information regarding the project, secondary data was also required. These data were collected
from various past studies and other sources of the company.

SAMPLING METHOD
Random Sampling method
25

SAMPLE SIZE
30&40 Dealers

Research tools:
Questionnaires

RESEARCH AREA
BHOPAL DISTRICT

Scope of the study

This project gives us great exposure to the consumer durable market because it includes product
knowledge and field survey job in which we visited the consumer durable stores in Bhopal
district.

While visiting the shops we

1. Calculated the display share of the SAMSUNG product in shop.
2. Collected the data of actual monthly sale of the SAMSUNG product in few shop.
3 Found out the problems that the dealer were facing while selling the SAMSUNG product.
4. Found out the customer response for SAMSUNG products by asking the owner of the shop.
5. Checked whether demo calls were attended or not

26

Scope
1. In term of purchasing power parity (PPP), India is the 4th largest economy in the world and
overtake Japan in the near future become the 3rd largest.
2. Indian consumer durable market is expected to reach $450 billion by on 2010
3. India has the youngest population amongst the major countries. There were lot of people in the
different income categories nearly the two third population is below the age of 35 and nearly
50% is below 25.
4. There were 56 million people in middle class, who were earning us$4,400-US$21,800 a year.
And there were 6 million rich household in India.
5. The upper-middle and high-income household in urban areas were expected to grew to 38.2
million in 2007 as against 14.6 million in 2000.

OPPORTUNITY
1. In India the penetration level of goods is lower as compared to other developing countries.
2. Unexploited rural market.
3. Rapid urbanization.
4. Increase in income level, i.e. increase in purchasing power of consumers.
5. Easy availability of finance.

Threats
1. Higher import duties on row materials.
2. Cheap imports from Singapore, China and from other Asian countries.
27

LIMITATION OF STUDY
Although I tried my best in preparation of this project, but this study has some limitation:
1. The period of the project was not sufficient to study all the factors in deep.
2. Visiting various places for the study consumed a lot of time.
3. We cannot say that what the consumer have revealed will be right for each and every situation
because their perception is influenced by many factors.
4. Many consumer and dealers/retailers showed less interest in providing information and
havent cooperated.
5. Some of confidential information viz. credit period, schemes, policies and sales figure were
not disclosed by the competitors.

28

Chapter III:
Details of training under taken

29

DETAILS OF TRAINING UNDER TAKEN

Data Analysis and Interpretation
1. Which is consumer durable product you sold from your shop?
C-TV

Refrigerator

DVD

Microwave

Table No.1
Number of
companys
product
sold
dealers.

by

Washing Machine

Sr.
No.
1

NO. OF

PERCENTAGE

PRODUCT

RESPONDENTS

2
3

C-TV
C-TV & REFRIGERATOR
C-TV & REFRIGERATOR &

7
7

WASHING MACHINE
ABOVE ALL

6
10

TOTAL

30

23
23
20
33
100
Source:- Survey

Graph No. 1

INTERPRETATION:According to survey, 86 dealers have sold only C-TV, 67 dealers have sold C-TV and
REFRIGERATOR, 56 dealers have sold C-TV and REFRIGERATOR, WASHING MACHINE
and 92 dealers were sold all product.

30

2. How many no. of companys product you sold from your shop?
ONE

TWO

THREE

FOUR

FIVE

SIX
Table no. 2 shows no. of companys product sold from dealers shop.
Sr. NO.

NO. OF COMPANIES

NO. OF

1
2
3
4

PRODUCT
FIVE
FOUR
THREE
TWO
TOTAL

RESPONDENTS
10
7
3
10
30

NO. OF
PERCENTAGE
33
24
9
34
100
Source:- Survey

Graph No. 2

INTERPRETATIONAccording to survey, 33 dealers were sold 5 brands, 34 dealers were sold only 2 brands from
their shops.

31

3. Which is major brand of Colour-Television you sold from your shop?

SAMSUNG

LG

Videocon

Onida

Sansui

Table No.3 Shows Major brand of C-TV sold by dealers.

Sr. NO.
1
2
3
4
5

NO. OF
BRAND
LG
VIDEOCON
SAMSUNG
SANSUI
ONIDA
TOTAL

RESPONDENTS
12
7
6
3
2
30

PERCENTAGE
39
23
18
11
9
100
Source:- Survey

Graph No. :- 3

32

INTERPRETATIONAccording to dealers, in Bhopal district LG is leading in

C-TV with 39%, after that VIDEOCON is 2nd with 23% and then SAMSUNG is on 3rd with 18%.
4. What is the important parameter for more sales of Colour-Television brand?
Price

Quality

Services

Advertisement

Schemes
Table No.4

Most important parameter for more sale of C-TV

Sr. NO.

REASONS FOR

NO. OF

1
2
3
4
5

MORE SALES
Price
Quality
Service
Advertisement
Schemes
TOTAL

RESPONDENTS
8
9
5
5
3
30

PERCENTAGE
28
30
17
15
10
100
Source:- Survey

Graph No.4

INTERPRETATIONAccording to dealers, Price is most important parameter for more sale of C-TV
and then Quality, Services, Advertisement and Schemes.
33

5. Which is major brand of Refrigerator you sold from your shop?

Godrej

Whirlpool

Kenstar

SAMSUNG

Videocon

Kelvinator

LG

Table No. 5 shows the major brands of REFRIGERATOR sold by dealers.

Sr. NO
1
2
3
4
5
6
7

NO. OF
BRAND
LG
VIDEOCON
SAMSUNG
GODREJ
WHIRLPOOL
KELVINATOR
KENSTAR
TOTAL

RESPONDENTS
7
4
3
4
5
5
2
30

PERCENTAGE
22
13
9
12
19
16
9
100
Source:- Survey

Graph No. 5

INTERPRETATIONAccording to dealers, LG also leading in the REFRIGERATOR market in Bhopal district with
22%,After that Whirlpool and Kelvinator is following them.
6. What is the important parameter for more sales of Refrigerator brand?
Price

Quality Services

Advertisement

Schemes
34

Table No.6 shows

most important parameter for more sale of REFRIGERATOR

Sr. NO.

REASONS FOR

NO. OF

1
2
3
4
5

MORE SALES
Price
Quality/features
Service
Advertisement
Schemes
TOTAL

RESPONDENTS
8
10
5
4
3
30

PERCENTAGE
27
32
19
13
9
100
Source:-Survey

Graph No. :- 6

INTERPRETATIONAccording to dealers, most important parameter for more sale of Refrigerator is Quality/features
and then Price, Services, Advertisement and Schemes.

35

7. Which is major brand of Washing Machine you sold from your shop?
IFB

Whirlpool

Kenstar

LG

SAMSUNG

Videocon

Kelvinator

Godrej

Table no.7 shows Major brands of Washing Machine sold by dealers.

Sr. NO.
1
2
3
4
5
6
7
8

NO. OF
BRAND
LG
VIDEOCON
SAMSUNG
IFB
WHIRLPOOL
GODREJ
KELVINATOR
KENSTAR
TOTAL

RESPONDENTS
6
3
4
2
6
3
3
3
30

PERCENTAGE
18
11
15
7
21
9
10
9
100
Source:- Survey

Graph No. :-7

INTERPRETATION-According to dealers, LG is leading in Washing Machine market with

18%, after that VIDEOCON and SAMSUNG is leading in Bhopal district.
8. What is the important parameter for more sales of Washing Machine brand?
Price

Quality

Services

Advertisement

Schemes
36

Table No.8 shows most important parameter for more sale of Washing Machine
Sr. NO.

REASONS FOR

NO. OF

1
2
3
4
5

MORE SALES
Price
Quality
Service
Advertisement
Schemes
TOTAL

RESPONDENTS
8
10
7
3
2
30

PERCENTAGE
26
32
24
10
8
100
Source:- Survey

Graph No.8

INTERPRETATIONAccording to dealers, the most important factor which affects the sales of washing machine is
QUALITY, and then prices and services is considered by the customers.

9. Which is major brand of DVD you sold from your shop?

SAMSUNG
Sansui

LG
Philips

Videocon
Intex

Onida
SONY

Table No.9 shows Major brands of DVD sold by dealers.

Sr. NO.

BRAND

NO. OF

PERCENTAGE
37

1
2
3
4
5
6
7
8

RESPONDENTS
3
4
3
5
7
4
2
2
30

LG
VIDEOCON
SAMSUNG
ONIDA
PHILIPS
SANSUI
SONY
INTEX
TOTAL

11
13
10
15
22
12
8
9
100
Source:-Survey

Graph No. :- 9

INTERPRETATION-According to dealers, PHILIPS is the most popular brand in DVD market

with 22%, after that ONIDA with 15% and VIDEOCON with 13% on 3rd position in Samsung 6rd
position
10. What is the important parameter for more sales of DVD brand?
Price

Quality Services

Advertisement

Schemes

Table No.10 shows most important parameter for more sales of DVD
Sr. NO.

REASONS FOR

NO. OF

1
2
3
4
5

MORE SALES
Price
Quality
Service
Advertisement
Schemes

RESPONDENTS
6
13
5
2
4

PERCENTAGE
21
42
17
8
12
38

TOTAL

30

100
Source:- Survey

Graph No. 10

INTERPRETATIONAccording to dealers, Quality is major factor in respect of more sale of DVD, and then Services
and prices were to be considered.

39

11. Which is major brand of Microwave you sold from your shop?
SAMSUNG

LG Videocon Kenstar

Godrej Philips BajajSONY

Table No.11shows Major Brand of MICROWAVE OVEN sold by dealers.

Sr. NO.
1
2
3
4
5
6
7
8

NO. OF
BRAND
LG
VIDEOCON
SAMSUNG
KENSTAR
GODREJ
PHILIPS
BAJAJ
SONY
TOTAL

RESPONDENTS
5
4
5
6
3
2
3
2
30

PERCENTAGE
18
13
15
21
9
8
9
7
100
Source:- Survey

Graph No. 11

40

INTERPRETATION-According to dealers, KENSTAR is very popular brand for microwave

oven. KENSTAR is making a huge business as compare to other competitors after that LG and
then SAMSUNG. According to dealers, microwave oven does not have that much demand as
compare to other consumer durable product.
12. What is the important parameter for more sales of Microwave brand?
Price

Quality

Services

Advertisement

Table No.12 shows Reason for more sales of MICROWAVE OVEN

Sr. NO.

REASONS FOR

NO. OF

1
2
3
4
5

MORE SALES
Price
Quality
Service
Advertisement
Schemes
TOTAL

RESPONDENTS
6
11
4
5
4
30

PERCENTAGE
21
36
14
17
12
100
Source:- Survey

Graph No. 12

INTERPRETATIONThe most important factor of more sales of microwave oven is QUALITY of the product. Quality
is mostly affected on sales of microwave oven.
41

13. Which companys product you give high profit margin?

Samsung

LgVideocon

Sony Whirlpool GodrejPhilips Kenstar

Table NO.13 shows High Profit margin brands

Sr. No.
1
2
3
4
5
6
7
8

BRANDS
LG
SAMAUNG
WHIRLPOOL
VIDEOCON
SONY
GODREJ
PHILIPS
KENSTAR
TOTAL

NO. OF RESPONDENTS
6
5
5
4
3
3
2
2
30

PERCENTAGE
21
18
16
13
11
9
7
5
100
Source:- Survey

Graph No.13

INTERPRETATION-According to dealers, in Indian consumer durable industry

LG is leading company because of their low pricing policy and the better quality of product.
SAMSUNG is on 2nd position, if SAMSUNG will change their pricing policy like LG and
VIDEOCON then SAMSUNG will be on 1st position.

42

14) What are your suggestions for SAMSUNG to increase the sales?
Table No.14 shows Suggestion from dealers for SAMSUNG to increase the business
Sr. No.

NO. OF

SUGGESTION
FAST AND REGULAR AFTER

RESPONDENTS
9

2
3
4

SALES SERVICE
REDUCE PRICES
INCREASE DEALER MARGIN
ADVERTISMENT AT RURAL

6
5
4

AREA
IMPROVE QUALITY
REGULAR SCHEMES
TOTAL

3
3
30

5
6

PERCENTAGE
31
21
15
13
10
9
100
Source:- Survey

Graph No.14

INTERPRETATIONAccording to suggestion of dealers, AFTER SALES SERVICE is most important factor which is
helping to the SAMSUNG for increase the sales.
After that PRICES OF THE PRODUCT should be economic. DEALER MARGIN should
increase for motivation of dealers.

43

Chapter IV:
Work Experience and Observation

44

CHAPTER IV:
WORK EXPERIENCE AND OBSERVATION
FINDING
1. We came to know while visiting the shop most of the dealers sold entire consumer durable
product including C-TV, Refrigerator, Washing Machine, DVD, Microwave oven.
2. We know that during the survey in consumer durable industry in Bhopal district and

rural

area of Bhopal district LG is leading in Colour television, Washing Machine, Refrigerator.

3. Study shows that quality is most important parameter for more sale of colour television and
then price is considered by consumers.
4. Study shows that quality of the product is most important parameter for Refrigerator then price
is considered by consumers.
5. While visiting the shop we came to know that quality is most important parameter which is
affect on more sales of Washing Machine.
6. According to Survey, Philips is most popular brand for DVD.
7. We came to know that while visiting the shop, Kenstar is most preferable brand for Microwave
oven because of their quality.
8. While visiting the shop we know that LG is gives high profit margin as compare to other
competitors.
9. While visiting the shop dealers suggested that after sales service is most important factor
which contributes towards the sales of Consumer durables.
10. All the dealers were not satisfied with the profit margin.
11. SAMSUNG product is costly as compare to LG and VIDEOCON.
45

12. Maximum rural area is covered by the VIDEOCON because of their low price products.
13. We came to know while visiting the shops that there was big problem of after sales service.
14. Many dealers were facing the problem of after sale service because there is no follow up calls
from SAMSUNG.s
15. Demo calls also not done properly.
16. LG and Videocon is the main competitor of SAMSUNG.
17. Advertising of SAMSUNG CTV is more effective as compare to the competitors.
18. Sales promotion scheme were sufficient.

46

SUGGESTIONS &RECOMANDETION

Company should improve the after sales service of products as it is the main factor for the
sales of consumer products.

If the SAMSUNG Ltd. reduces their product price like LG and VIDEOCON then
SAMSUNG will take over the LG in all categories.

Company should distribute free key chain, calendar, t-shirts for making brand popular
among people.

Company should introduce low price and low power consumption Refrigerator for
acquiring the middle income group.

Dealer desire more advertisement to be done through local newspaper and cable TV ads.
To make consumers aware about the product.

Prompt of service in time.

Advertisements of the companys products should focus on quality rather then price.

Company should target upper middle class or premium class customers.

Company should introduce low cost products to satisfy the needs of low or middle class.

Demo calls as well as follow up Help Company to maintain customer relationship and
hence the company should focus on these aspects.

SAMSUNG ltd. should concentrate on after sales service.

SAMSUNG ltd. should try to trap the rural market.

47

SAMSUNG ltd. Establish the service center as per taluka place.

Chapter V:
Summary and Conclusion

48

CHAPTER V:
SUMMARY AND CONCLUSION

With respect to the above study and the findings thereby, the company has definitely
entrenched into the urban market.

With few more concerted efforts, the said organization needs to enter the rural market in
order to completely establish itself all over.
Parameter for selection of brand of

Colour television

Screen Size
Star Rating
Cabinet Finish

Refrigerators

storage capacity

cooling

size

Washing machine

Fuzzy method

Dryer

Fully Automatic

Automatic restart

Compact

combo

DVD

Microwave oven

Capacity Size

Heat Source

Power Source
49

Power consumption

Control method & Microwave distribution

Bibliography

50

BIBLIOGRAPHY

Kotler, Philip (2006): Marketing Management" Pearson Prentice Hall of India Pvt.
Ltd., New Delhi. Page no 27- 85

Saxena, Rajan (2007): Marketing Management Tata McGrow Hill Publishing

Travel Ltd., New Delhi. Page no 2- 45

Malhotra Nares K.(2007): Marketing Research (an applied orientation) Pearson

Prentice Hall of India Pvt. Ltd., New Delhi. Page no 42- 66

Shankar Ravi (2008): Services Marketing, (the Indian Perspective) Excel Book,
New Delhi. Page no 81- 96

Nargundkar Rajendra (2008): Marketing Research Tata McGrow Hill Publishing

Travel Ltd., New Delhi. Page no 102- 155.

Website
12345-

http://www.samsung.com/in/aboutsamsung/index.html
http://www.samsung.com/in/aboutsamsung/corporateprofile/index.html
http://www.samsung.com/in/aboutsamsung/corporateprofile/history.html
http://www.samsung.com/in/aboutsamsung/corporateprofile/visionmission.html
http://www.samsung.com/in/consumer/index.html

51

Annexure

52

ANNEXURE
A. Questionnaire
Name of shop:
Address:
Contact no.:
10. Which is consumer durable product you sold from your shop?
C-TV

Refrigerator

DVD

Microwave

Washing Machine

11. How many no. of companys product you sold from your shop?
ONE_______________________________________________
TWO_______________________________________________
THREE_____________________________________________
FOUR______________________________________________
FIVE_______________________________________________
SIX________________________________________________
12. Which is major brand of Colour-Television you sold from your shop?
SAMSUNG

LG

Videocon

Onida

Sansui
13. What is the important parameter for more sales of Colour-Television brand?
Price

Quality

Services

Advertisement

Schemes
14. Which is major brand of Refrigerator you sold from your shop?
Godrej

Whirlpool

Kenstar

LG

SAMSUNG

Videocon

Kelvinator

15. What is the important parameter for more sales of Refrigerator brand?
Price

Quality

Services

Advertisement

Schemes
53

16. Which is major brand of Washing Machine you sold from your shop?
IFB

Whirlpool

Kenstar

LG

SAMSUNG

Videocon

Kelvinator

Godrej

17. What is the important parameter for more sales of Washing Machine brand?
Price

Quality

Services

Advertisement

Schemes
18. Which is major brand of DVD you sold from your shop?
SAMSUNG

LG

Videocon

Onida

Sansui

Philips

Intex

SONY

19. What is the important parameter for more sales of DVD brand?
Price

Quality

Services

Advertisement

Schemes
20. Which is major brand of Microwave you sold from your shop?
SAMSUNG

LG

Videocon

Kenstar

Godrej

Philips

Bajaj

SONY

21. What is the important parameter for more sales of Microwave brand?
Price

Quality

Services

Advertisement

Schemes
22. Which companys product you give high profit margin?
SAMSUNG

LG

VIDEOCON

SONY

WHIRLPOOL

GODREJ

PHILIPS

KENSTAR

14) What are your suggestions for SAMSUNG to increase the sales?
_________________________________________________________________
54