Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
On
SALES PROMOTION AT
SAMSUNG
SUBMITTED BY
Anshu kumari
Reg. No.
BBM 2 ndYear
Session:2014-2017
DECLARATION
Anshu Kumari
GUIDE CERTIFICATE
This is to certify that Anshu Kumari, a student of Bachelor of
Business Management has completed a project Report on the
subjectSales Promotion in Marketing with special reference
to"SAMSUNG CO." of under my supervision. His approach during the
project period was highly commeendable.
I wish him all the best for his future endeavor.
Dr.Anil
Deptt. Of Management
ACKNOWLEDGEMENTS
I would like to sincerely thank the (SAMSUNG CO.), a for giving
me this opportunity of taking up such a challenging project which has
enhanced my knowledge.
I am deeply indebted to Dr.Anil - Project coordinator, under
whose guidance and assistance I would not be able to successfully
complete my project report.
.
Without the priceless contribution and coveted guidance of all the
above mentioned people, this project would have never got a shape of
reality and emerged before all of you in the manner and in the style as
it now appears.
Anshu Kumari
EXECUTIVE SUMMARY
I did my winter training at Samsung India electronics limited (SIEL), Mumbai in
Marketing research. To know the present CDMA mobile market scenario of Samsung at
Mumbai, Mr. Dinesh Sharma (CDMA-HHP business division, SIEL) my project guide
gave me a project that involves a survey of CDMA mobile market at the dealer of
Mumbai region.
The duration of my project was 60 days. During the 60 days I traveled extensively to try
& cover maximum dealers of CDMA market of Mumbai.
The main objective of the survey was to know the position of Samsung in market and
present scenario of CDMA mobile market.
The project was done in coordination with the dealers of CDMA mobile market.
The work atmosphere at Samsung was very good. There was sufficient encouragement
for even a management trainee to try and contribute the development of the company.
CONTENTS
1. Introduction
A.
B.
C.
D.
E.
2. Project Design
Page no.
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9
10
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A. Problem identification
B. Development of an approach to the problem
C. Research design formulation
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15
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3. Marketing View
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A. Competitor analysis
B. SWOT Analysis
C. 5 Force model
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40
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49
4.
2. Mission of company
4. Samsung handsets
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13
6. Availability of handsets
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29
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1.
INTRODUCTION
In this
as:
o
o
o
o
o
o
o
o
o
o
Haier
Intex
HTC
I-star
Chinese mobiles
B. Company Profile
INDIA
Samsung India is the hub for Samsung's South West Asia Regional operations. The South
West Asia Headquarters, under the leadership of Mr. J S Shin, President & CEO,
Samsung India which commenced its operations in India in December 1995 enjoys a
sales turnover of over US$ 1Bn in just a decade of operations in the country.
Headquartered in New Delhi, Samsung India has widespread network of sales offices all
over the country. The Samsung manufacturing complex housing manufacturing facilities
for Color Televisions, Mobile phones, Refrigerators and Washing Machines is located at
Noida, near Delhi.
Employing approximately 138,000 people in 124 offices in 56 countries,
Company consists of five main business units:
o Digital media Business
o LCD Business
o Semiconductor Business
o Telecommunications
o Digital Appliance Business
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C. Vision Of Company
Samsung is guided by a singular vision: to lead the digital convergence movement.
Samsung believe that through technology innovation today, we will find the solutions we
need to address the challenges of tomorrow.
From technology comes opportunityfor 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.
Mission of Company
Everything we do at Samsung is guided by our mission: to be the best digitalCompany.
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E. Product Profile
Samsung has wide range of CDMA products in the market.
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2.
PROJECT DESIGN
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Purpose of visit:
Want to know the customer thinking.
Their liking and disliking about handsets.
Sellers/retailers expectation about handsets.
What improvement is needed in the existing handsets?
Where the major problem arises in distributions of handsets.
Where the Samsung CDMA mobile is, in Customers and Sellers mind.
Plan of action:
There are 14 working days in data collection phase.
The target is to visit of 140 retailers.
We have to visit 10-12 retailers/distributors per day.
Timing would be between 11:00 am to 04:00 pm.
Every day 1-2 hours for the data entry into excel.
After that next 10 days is for data analysis and preparation of reports.
29th October would be final submission day of reports and final
presentation at Samsung.
C. Research Design
Introduction
The research was conducted in Mumbai to find the market potential of CDMA handsets.
The study determines the future potential of CDMA handsets in a booming economy
where organization is going for new technologies in order to maintain their supremacy
over other.
Scope study
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The internship was done under Samsung India Electronics Limited Mumbai. The CDMA
mobile market is going for a boom in world market. This study provides an insight to the
current scenario as well as the future trends of CDMA market. Thus it can help to find
out or to predict the future of CDMA in Indian market.
Sample Size
The sample size was 132 respondents taken.
Questionnaire would be:
Limitations of Study
Lack of time
Constraints in getting appointments
Low awareness
Lack of time to cover all the accounts
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o Matunga
o Matunga Road
o Mahim
o Santacruz
o Fort
o CST
o Churchgate
o Kandivili
o Kurla
o Vile parle
o Thane
o Andheri
o Ghatkopar
o Dadar
o Borivali
o Bandra
o Malad
o Mulund
3. ANALYSIS OF DATA
In this market survey, we have collected data from 132 dealers/retailers (sample size) of
Mumbai region. All data is base on the market research of the 132 retail store.
SAMSUNG
LG
SPICE
HUAWEI
MICROMAX
HAIER
ZTE
NOKIA
OTHERS (INTEX, HTC, I-STAR etc.)
% Availability
LG
In 122 shops
93.39 %
Samsung
In 126 shops
95.28 %
Spice
In 98 shops
74.52 %
Huawei
In 84 shops
63.65 %
Micromax
In 25 shops
18.86 %
ZTE
In 8 shops
5.66 %
Haier
In 95 shops
71.69 %
Nokia
In 12 shops
9.43 %
Others
In 34 shops
25.47 %
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Above figure shows that Samsung is most preferred brand in CDMA mobile
handsets among all the brands.
LG is close competitor of Samsung with 93%+ availability in retail mobile stores.
The availability of Spice, Huawei and Haier is also good in CDMA market with
availability more than 50% mobile retail stores.
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Samsung
LG
Haier
Spice
1 shop
2 shops
79 shops
28 shops
20% - 30%
23 shops
33 shops
22 shops
39 shops
30% - 40%
38 shops
42 shops
22 shops
21 shops
40% - 50%
39 shops
23 shops
3 shops
21 shops
36 shops
29 shops
5 shops
5 shops
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Samsungs market share is high among all the brands. In majority of mobile retail
stores Samsungs CDMA mobile market share is half or more than 50%.
In most of the mobile stores Samsungs CDMA mobile market share is 30% 40%.
LG is close competitor of Samsung; in majority of mobile shops market share of
both of the brand is almost equal.
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As per the above figure the market share of Samsung and LG are overlaping in
some of the stores. It mean where demand of both the brand is equal.
The above figure indicated that LG and Samsung are the close competitors.
Somewhere LG is leading in CDMA market share, somewhere Samsung is
leading.
Majority of availability of Spice mobile in retail stores is less than 20% of market
share.
Where as almost Samsungs market share in mobile stores is more than 20%.
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Sales of Haier mobile are very good in some of mobile stores because of low
price of handsets available in Haier.
In some of the stores Haier mobile market share is more than 40%.
But its market share is less as compare to Samsung.
The above figure shows that Samsung is most preferred brand in the CDMA
segment by consumers.
Samsung has the direct competition with LG.
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Samsung
LG
Haier
Spice
Huawei
Extremely
High
Very High
12 (9.4%)
10 (10.3%)
3 (2.6%)
80 (61%)
63 (48.2%)
25 (18.6%)
3 (2.6%)
High
28 (21.7%)
40 (31.5%)
50 (38.3%)
44 (38.2%)
9 (6.2%)
Average
3 (2.4%)
6 (4.7%)
14 (10.3%)
38 (33%)
64 (53.2%)
Less
2 (2%)
3 (2%)
8 (5.6%)
39 (32.3%)
4 (3%)
Very less
1(1%)
3 (2.6%)
4 (3%)
1 (1%)
No demand
1 (1%)
3 (2.6%)
5 (3.5%)
No resp./
Product is
not
available
9 (5.9%)
12 (8.8%)
27 (22.4%)
37(30.3%)
38 (28.9)
The above tables shows the number of retail mobile stores where consumer demand of
each brand of handsets.
In brackets the percentage is given of consumer demand for each brand of handsets.
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Extremly high
Very high
High
Average
Less
Very Less
Not at all demand
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Above figure shows consumer demand of Samsung CDMA mobile is very high.
In 61% of retail mobile stores consumer demand is very high.
Approximate in 10% of retail mobile stores Samsung consumer demand is
extremely high.
LG is close competitor of Samsung CDMA mobile, having 48% of very high
consumer demand.
Haier demand is also very good among the consumer because of low price
handsets.
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Consumer pull
Collected data (from 132 shops)
Consumer
pull
Very high
Samsung
LG
Spice
Haier
Huawei
71 shops
50 shops
24 shops
1 shops
Above avg
37 shops
58 shops
42 shops
9 shops
23 shops
Average
12 shops
9 shops
30 shops
36 shops
46 shops
Below avg
3 shops
49 shops
19 shops
Not at all
8 shops
5 shops
12 shops
15 shops
33 shops
30 shops
39 shops
More than 50% of mobile retail stores in Mumbai where consumer pull for
Samsung CDMA handsets is very high.
Almost 80% of the mobile retail stores where consumer pull for the Samsung
mobile is satisfactory.
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Samsung
LG
Spice
Haier
Huawei
8 shops
7 shops
3 shops
Above avg
79 shops
81 shops
75 shops
22 shops
37 shops
Average
29 shops
27 shops
9 shops
74 shops
42 shops
Below avg
4 shops
4 shops
7 shops
8 shops
13 shops
Not at all
2 shops
1 shop
3 shops
3 shops
10 shops
9 shops
13 shops
35 shops
25 shops
29 shops
From the above graph we can conclude that after sales service of LG CDMA
mobile is some what better than Samsung CDMA mobile.
After sales service is not satisfactory for all the brands.
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Distribution
Collected data (from 132 shops)
Consumer
pull
Very high
Samsung
LG
Spice
Haier
Huawei
39 shops
34 shops
32 shops
23 shops
29 shops
Above avg
41 shops
47 shops
26 shops
34 shops
51 shops
Average
28 shops
26 shops
29 shops
12 shops
14 shops
Below avg
9 shops
7 shops
6 shops
4 shops
6 shops
Not at all
5 shops
5 shop
3 shops
2 shops
3 shops
9 shops
13 shops
36 shops
25 shops
29 shops
In some mobile stores of the Mumbai region where distribution of Samsung is not
up to the mark.
There are few places where distribution of Samsung is worst.
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Note: This is conclusion concluded by Chi square test by SPSS software. Only
major component has taken.
Consumer pull
Good
Average
High
38
14
Medium
25
Average
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Note: This is conclusion concluded by chi square test by SPSS software. Only
major component has taken.
Consumer pull
Distribution
Very Good
Good
Average
Below avg
High
29
26
Medium
24
14
Average
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Market:
Price:
CDMA is low price handset market.
Only 1k-2k models are in demand.
Very less selling of more than 3000 Rs handset.
LG/Haier is cheaper handsets.
Samsung is little bit costlier than LG/Haier.
Price of CDMA handsets are high compare to GSM handsets.
Recently price is increased that impacted the CDMA market.
High switching cost in CDMA.
Nokia is giving Bluetooth + Camera + FM in just 3000 Rs. CDMA
customer also expect it.
Price of CDMA handsets should reduce.
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Network:
Reliance and TATA are doing good in CDMA market.
More operator should come in CDMA.
There are very limited plan and scheme are available in CDMA.
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Key Factor that consumer consider while making 1st time handsets purchase
Customer wants 1k-2k Rs range mobile.
Customer goes for basic models but if FM facility is there than prefer that.
Basic model + color display + FM + speaker phone in 2K Rs range is most prefer
handsets.
Customer pays 1000 Rs for basic models and more than that amount they expect
FM.
Display of handsets and software of handsets is also play major role while
purchasing.
Other features like phone book memory at least 500 contacts storage should be
there.
In message storage at least 150 messages storage should be there.
Customer goes for the look of the handsets.
Customer expects headphones with the models.
Customer always asks for battery backup while purchasing.
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Offers / Marketing
Company should provide free ring tones, wallpapers, and softwares in CDMA.
Company should provide extra accessories like headphone, data cable & CDs.
Create awareness about CDMA brands.
Advertisement, branding is requiring of CDMA handsets.
Large advertisement board is required.
Offers, consumer offers, festive offers.
Improve the distribution of CDMA handsets.
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4.
MARKETING VIEW
Competitors Analysis
Following are the main competitors of Samsung CDMA Mobile:
o LG
o Huawei
o Haier
o Micromax
o Nokia
o Spice
o Intex
o HTC
o I-Star
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2.
Product LG 3500
:
Name CDMA Handset
LG 3500 Mobile phone comes with Reliance have the distinguish
Features as good battery backup ...
Category : CDMA Handsets
Brand : LG
3. Product LG RD 3000
:
Name , CDMA Handset
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4. Product
: LG VX8300 Cellular Phone, CDMA Handset
Name
This slim and sleek VX8300 is built for serious mobile fun.
Exchange vCards ...
Category : CDMA Handsets
Brand : LG
Price Range : Rs. 3200* ( * approx. price)
5. Product
: LG Chocolate VX8500 Cellular Phone CDMA Handset
Name
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5 Force Model
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There if very high competition among the mobile equipment manufacturer. Chinese
companies also coming in Indian market.
SWOT Analysis
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5.
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Conclusions
CDMA market has 30-35% of total mobile market share.
CDMA sales are increase day by day.
Samsung Market share is high among all the brands.
Market share of LG is very much similar to Samsung in mobile stores.
CDMA mobile market is very price sensitive market.
Maximum selling of 1k-2k Rs lower range handsets.
A handsets restriction is biggest problem in CDMA segment.
Customers are very much aware about every feature of handsets.
In CDMA mobile market there are limited player are available.
There are very close competition among some players of handsets manufacturer.
In CDMA very limited handsets is available.
In CDMA variety of handsets is required.
In CDMA handsets battery problem is biggest problem.
Price of CDMA handsets is high as compare to GSM handsets.
Basic handsets + FM + speaker are most demand model in operator handsets.
Camera (>=2 mp), memory (>=1GB), slide model are important factor that
influence the customer.
Samsung is most preferred brand among the consumers.
After sales service of Samsung CDMA mobile is average.
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Recommendations
Variety of handsets should available.
Company should provide free ring tones, wallpapers, and softwares in CDMA.
Company should provide extra accessories like headphone, data cable & CDs.
Create awareness about CDMA brands.
Advertisement, branding is requiring of CDMA handsets.
Large advertisement board is required.
Offers, consumer offers, festive offers.
Improve the distribution of CDMA handsets.
3k-5k Rs model should available in more variant.
More variant of slide phones and touch screen phones should available.
Touch screen phones should come in 8k Rs range.
Any new feature should come in CDMA.
Price should less then GSM phones.
Camera, Bluetooth, memory, music should come in 3k-3.5k Rs.
Camera also comes in 2k Rs mobile.
Data cable comes in 2k Rs range.
Display size should bigger than existing size.
New functions should come in basic handsets.
Good quality of software should come in operator handsets.
At least some memory should also give to the operator handsets
Only basic model should come in 700 Rs.
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QUESTIONNAIRE
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WW
WWE
TVH
TVS
Modern Trade
1.
a. Total Handset Sales : ____________________________
b. CDMA handset sales, total : _______________________
c. CDMA Handset Sales share in % of the following brands
LG_______
Spice ______
Huawei____________
Samsung_______
Micromax____________
ZTE_______________
Others__________________
2. Please rank the following CDMA brand in terms of best consumer demand for the brands.
LG____, Samsung___, ZTE_____, Huwaei_____, Spice_____, Micromax_____, Haier_____
Others ________
3. What are the key Challenges that you are facing in CDMA?
4. What are the key motivators for you to sell particular CDMA handsets? Also Rank the order
of importance?
Operator Handsets
Open Handsets
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5. What are the key factors that motivate a consumer to buy a particular brand of CDMA
Handset? Also Rank the order of importance.
7. What are the key factor that consumer consider while making a first time handset
purchase from an operator.
6. What are the key factors looked in handsets by a consumer who upgrades in CDMA?
Consumer pull
________
________
________
________
________
________
Distribution
___________
___________
___________
___________
___________
___________
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9. What are the key steps any brand should take to increase the sales of CDMA handsets
from your shop?
Bibliography
www.samsung.com
www.themobilestore.com
www.mobileindia.com
www.spssinc.com
www.compareindia.com
Philip Kotler Marketing Management
Naresh Malhotra Marketing Research
Tull & Hokins Marketing Research.
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