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(Affiliated To Ch. Charan Singh University ,Meerut)

Academic Session





This report is based on the research undertaken as the part summer training project
“Advertising in Samsung Mobiles” at Samsung Telecom Division, Samsung India
Ltd.,Nehru Place, New Delhi.

During the course of this project, I had the valuable opportunity to work on the live
project based on “GSM technology” being executed by Samsung for its users or clients.

I hereby acknowledge my deep regards to all the persons who actually took physical as
well as mental work in the compilation of this project from Samsung Division. However
some of them are those whose responses were of great nature, therefore they must
endorse through this acknowledgement.

I wish to express my sincerest thank to my external supervisor Mr. Anuj Gupta

Manager-Marketing & Sales, Samsung India Ltd., Delhi. for his timely help, valuable
comments, suggestions, spirited guidance and encouragement during the whole project.

Unfortunately, it is not possible to acknowledge the efforts of each of the individual who
so graciously contributed there time and information in the compilation of the project.
Whoever their efforts are highly appreciated.


The wide ambit of the project, which is the internal part of the BBA course, guaranteed
me extensive exposure to various concept of GSM,CDMA ,Flip and other camera and
video technologies among other things. Apart from these technical and non-technical
aspect, I learnt the all important skills of team work, official communication, work ethic
and responsibility.

During the course of training we were expected to use and apply our academic
knowledge to gain a valuable insight with all its environmental operational complexities.
The said training offered a valuable opportunity to us to meet the academic knowledge
and transform it into practical one.

I undertook the said training at Samsung Telecom Division. During the training I did a
survey aims at studying and analysis the current market scenario of mobiles,
requirements of the customers about the features and its pros and cons, future needs of
various mobile companies.

I had the unique privilege to assume an assortment of role including problem

identification, theoretical framework, research design, experimental design and setup,
data collection, analysis and interpretation, observing findings and providing suggestions
and recommendations etc. and also gained valuable experience of working in a formal
industrial setup which would go a long way in building a sound career in marketing field
in future. Also its is my heartful gratitude to Samsung for providing me their world class
facilities and delightful work environment and ambience.

In the report I have put my best efforts to compile the data to the highest level of
accuracy and give my views to best of my judgment.

1. Preface
2. Introduction
2.1. Industry Profile
2.2. Company Profile
2.3. Product Profile
3. Research Methodology
3.1. Research Objectives
3.2. Research Design
3.3. Sample Design
3.4. Methods of Data Collection
3.5. Data Analysis
4. Analysis and Finding
5. Limitations
6. Conclusions and Recommendations

Indian mobile market

The Indian mobile market, according to the COAI, has increased from approximately 1.2
million subscribers as of March 31,1999 to approximately 42.21 million subscribers as of
June 30.2005.
Despite this rapid growth, the mobile penetration rate in India, at approximately 2.8%as
of June 30,2005 is significantly lower than the average mobile penetration rate in other
Asian and international market.
The number of mobile subscribers in India is expected to show rapid growth over the
next four year. By 2006 it is projected at 50 million by COAI and 46 million by Gartner.

Mobile technology saw lot of action in the year that by. Equity in some of the handset
provider companies changed hands with the consequent change in management, several
new technologies become the subject of discussions and some very significant policy
decisions were made.
2.1 INDUSTRY PROFILE(Samsung in India)

Digital technology leader, Samsung India Electronics Ltd., a subsidiary of the US$55.2
billion recognized as one of the fastest growing brands. It has been operating in India
since 1995.

Samsung Electronics Co., Ltd. is a global leader in semiconductor, telecommunication,

digital media and digital convergence technologies. Employing approximately 123,000
people in 93 offices in 48 countries, the company consists of five main business units:
Digital Appliance Business, Digital Media Business, LCD Business, Semiconductor
Business and Telecommunication Network Business.

Samsung Electronics is a leading provider of high tech Consumer Electronics, Home

Appliance, IT and Telecom Products in the country. It is the world's largest producer of
color monitors, colorTVs, memory chips and TFT-LCDs.

In its tenure of over 10 years in the country, Samsung India has set up manufacturing
facilities for Colour Televisions, Microwave Ovens, Washing machines, Airconditioners,
Colour Monitors and more recently, Refrigerators in the country. All the facilities are
located at its Manufacturing Complex at Noida, Uttar Pradesh. The Company set up a
Software Technology Park for Digital Visual Display Products at Noida in the year 2002.
In the year 2004, Samsung India has been made the Regional Headquarters for Samsung
operations in South West Asia.

As of the end of December, 2009, the number of total shares outstanding of

Samsung Electronics is 170,132,764.

The numbers of common shares outstanding and preferred shares

outstanding are 147,299,337 (86.6%) and 22,833,427 (13.4%),
respectively. The number of total treasury stocks of Samsung
Electronics is 22,007,643(12.9%), with 19,027,950 common
shares (12.9% of common shares outstanding) and 2,979,693
preferred shares (13.0% of preferred shares outstanding).

* Number of shares outstanding & treasury stocks of Samsung Electronics for the recent
5 years

shares outstanding treasury stocks

common preferred total common preferred Total
147,299,337 22,833,427 170,132,764 16,679,040 2,179,693 18,858,733
147,299,337 22,833,427 170,132,764 18,540,684 2,579,693 21,120,377
147,299,337 22,833,427 170,132,764 20,872,261 2,979,693 23,851,954
200 147,299,337 22,833,427 170,132,764 20,263,429 2,979,693 23,243,122
shares outstanding treasury stocks
common preferred total common preferred Total
147,299,337 22,833,427 170,132,764 19,027,950 2,979,693 22,007,643

Ownership structure of Samsung Electronics as of the end of December,2009

( Total Stock )

( Common Stock ) ( Preferred Stock )

(1) Shareholding Structure

1) List of a Major Shareholder & Related Parties ( As of December 31, 2009 )

[ As of December 31, 2009 ](Unit: shares, %)

Number of
Class of
Name Relationship End of Quarter
Number of % of
Shares Total
* Samsung Life's ownership includes shares in special accounts
Major Common
Kun-Hee Lee 4,985,464 3.38
shareholder stock
Major Preferred
Kun-Hee Lee 12,398 0.05
shareholder Stock
Samsung Common
Affiliate 5,917,362 4.02
Corporation stock
Welfare Affiliate 89,683 0.06
Foundation of Affiliate 37,615 0.03
Ra-Hee Hong Family member 1,083,072 0.74
Jae-Yong Lee Family member 840,403 0.57
Samsung Life Common
Affiliate 11,016,921 7.48
Insurance stock
Samsung Life Preferred
Affiliate 21,704 0.10
Insurance Stock
Samsung Fire &
Marine Affiliate 1,856,370 1.26
[ As of December 31, 2009 ](Unit: shares, %)
Number of
Class of
Name Relationship End of Quarter
Number of % of
Shares Total
Samsung Common
Affiliate 0 0.00
Securities stock
Samsung Preferred
Affiliate 0 0.00
Securities Stock
Yoon-Woo Lee BOD member 10,000 0.01
Gee-Sung Choi BOD member 12,000 0.01
Ju-Hwa Yoon BOD member 11,499 0.01
Sang-Hoon Lee BOD member 2,473 0.00
Goran S. Malm BOD member 750 0.00
Chae-Woong Common
BOD member 50 0.00
Lee stock
25,863,662 17.56
Total Preferred
34,102 0.15
Total 25,897,764 15.22

2) List of Shareholders with the Ownership of 5% and above

[ As of December 31, 2009 ](Unit: shares, %)
Ranks Name Common Stock Preferred Stock Sub Total
Number of % of Number of % of Number of % of
Shares Total Shares Total Shares Total
1 8,921,328 6.06 3,519,155 15.41 12,440,483 7.31
2 Life 11,016,921 7.48 21,704 0.10 11,038,625 6.49
Total 13.54 3,540,859 15.51 23,479,108 13.80

3) Minority Shareholders, Major Shareholder & Affiliates, and Other Shareholders

[ As of December 31, 2009 ]

Number of
% of Number of % of
Entity Shareholder
Total Shares Total
Minority Shareholders
117,274 99.96 99,621,086 58.55
Minority Shareholders
4,840 4.13 89,185,651 52.42
Minority Shareholders
112,434 95.83 10,442,503 6.14
Major Shareholders 45 0.04 25,896,488 15.22
Others Total 6 0.01 44,608,122 26.22
Others (institutions) 5 0.00 23,233,804 13.66
Others (individuals) 1 0.00 21,374,318 12.56
Total 117,325 100.00 170,132,764 100.00
Samsung India's Vision entails helping people improve the quality
of their lives by providing them with superior quality, state-of-
the-art technology products at the right time and the right price.
But beyond its role as a purveyor of quality products in India,
Samsung seeks to contribute to the economic growth of the
country though its export commitments and large scale production
facilities generating secured employment for hundreds of Indian people.

At Samsung, we strive to contribute to the development of the electronics and

components industry in India by enhancing the knowledge levels of our workforce
through the introduction of our advanced management systems and production know-how
in our manufacturing facilities by introducing our Indian vendors to our world class
quality systems and helping them in improving them in their own quality systems and
production processes and setting benchmarks for the industry both in terms of after sales
service for our products, quality systems and management techniques at our facilities or
our products themselves.

At Samsung, we believe in returning to the community some of the profits we earn from
it, through the social causes we espouse. We view ourselves not as an MNC operating in
India, but as an 'Indian Company' operating here, conforming to the laws of the country
and committed to working for the Indian community.

We want and to be seen as the 'Most Respected' Indian Company.

Value & Philosophy

What makes SAMSUNG one of the world's leading companies?

How we got here

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." Each slogan
represents significant moments in SAMSUNG's history, reflecting different stages of the
company's growth from a domestic industrial leader into a global consumer electronics

In the 1990's, we once again acknowledged the need to transform our mission statement to keep pace with our growing global
operations, rapid changes in the world economy, and escalating competition from well-established rivals.

Our Management Philosophy

"We will devote our human resources and technology to create superior products and
services, thereby contributing to a better global society."
Our management philosophy represents our strong determination to contribute directly to
the prosperity of people all over the world - a single human society. Key to our efforts is
our own people, whose talent and creativity are dedicated to doing their best at all times.
Technology also plays an important role in making it possible to achieve higher standards
of living. And superior products and services are what we are all about.

We believe that the success of our contributions to society and to the mutual prosperity of
people across national boundaries truly depends on how we manage our company. Thus,
we challenge the world to create the future with our customers. Our determination is
growth - a perpetual challenge - but always working within the context of cooperation
and inclusion of our customers.
Research & Development

The company’s thrust on Product Innovation and R&D have given the company a
competitive edge in the marketplace. Samsung has set up Samsung India Software Centre
(SISC) and Samsung India Software operations unit (SISO) for software development at
Noida and Bangalore respectively. While the Samsung India Software Centre in
developing software solutions in Samsung’s global software requirements for hi-end
television like Plasma and LCD TVs, SISO is working on major projects for Samsung
Electronics in the area of telecom: wireless terminals and infrastructure, Networking,
SoC (System on Chip) Digital Printing and other multimedia/digital media as well as
application software. In addition to working on global R&D projects, SISO is also
helping Samsung India’s CDMA business by focusing on product customization for the
Indian market. While the Samsung India R&D Centre has around 300 employees, SISO
currently employs over 800 highly skilled professionals.

With an investment of over USD 100 million, SISO is charting out major growth plans in
the country, with its current focus being in the 4G & Multimedia area. SISO has already
applied for 145 patents based on the software development carried out here in India. In
fact, SISO has a special Intellectual Property Team working on securing Patents for its
breakthrough projects. SISO plans to continue its focus on Multimedia & Protocol
development; build a strong competency in technology and focus on WCDMA
technology and User Interface.

Samsung India is also carrying out Hardware R&D at its Noida R&D Centre. The focus
of the R&D Centre is to customize both Consumer Electronics and Home Appliance
products to better meet the needs of Indian consumers. From colour televisions designed
for higher sound output, to washing machines with special ‘Saree Wash Course’, DNIe
vision series of Flat CTVs especially designed for the Indian market to Samsung mobiles
with regional language menus, the Samsung R&D Centres in India are helping the
company to continuously innovate and introduce products customized for the Indian


Architecture point of view,UMTS logically is divided into CS Domain and PS Domain.
CS Domain refers to the set of all CN entities offering CS type of connection for user
traffic as well as all the entities supporting related signaling. PS Domain refers to the set
of all CN entities offering PS type of connection for user traffic as well as all the entities
supporting related signaling. The network elements MSC and GMSC belongs to CS
domain whereas the elements SGSN and GGSN belongs to PS domain.

UMTS Core Network is a Third Generation (3G) mobile communications systems being
developed by Samsung within the framework defined by the ITU and known as IMT-
2000. UMTS will deliver low-cost, high-capacity mobile communications offering data
rates as high as 2Mbit/sec under stationary conditions with global roaming and other
advanced capabilities. 3G core network system enables users to transmit voice, data, and
even moving images. In order to realize these services, 3G improves the data mission
speed up to 144Kbps in a high-speed moving environment, 384Kbps in a low-speed
moving environment, and 2Mbps in a stationary environment. 3G provides services like
Internet connection, transmission of large-scale data and moving contents photographed
by digital cameras and videos, and software downloading.
Architecture point of view, logically is divided into CS Domain and PS Domain. CS
Domain refers to the set of all CN entities offering CS type of connection for user traffic
as well as all the entities supporting related signaling. PS Domain refers to the set of all
CN entities offering PS type of connection for user traffic as well as all the entities
supporting related signaling. The network elements MSC and GMSC belongs to CS
domain whereas the elements SGSN and GGSN belongs to PS domain.

The concept of 3G wireless technology represents a shift from voice-centric services to

multimedia-oriented (voice, data, video, fax) services. Heavy demand for remote access
to personalized data is fueling development of applications, such as the Wireless
Application Protocol (WAP) and multimedia management, to complement the 3G


Samsung Electronics India Software Operations (SISO):

Samsung Electronics India Software Operations (SISO) was set up in February 1996 in
Bangalore as a liaison office. Since its inception SISO has grown to over 500 Software
Engineers working on R & D projects in the latest technology areas.

SISO as an organization is involved in the business of developing software for Samsung

Electronics Corporation technology solutions in a variety of different areas. SISO is
part of the Samsung Electronics R & D organization.
As a CMM Level 5 Assessed and an ISO 9001 Certified company, quality underlines
every aspect of our organization. This commitment to quality combined with innovative
technology designed for Indian conditions and an infrastructure second to none, has
contributed to Samsung's success in the global market since 1996.


In the short period of a little over half a decade that the organization has been operational,
SISO has contributed in a big way towards a number of key projects. Cutting edge
technologies like 3G Wireless, Broadband, Intelligent Appliances for Home Networking,
Multimedia, Networking etc... have been some of the focus areas for the company.
During this period of about 7 years, the organization has grown in strength in terms of
numbers as well as in terms of the expertise that it possesses in certain key technology
domains. Today, SISO's engineers are involved in many of Samsung's highly strategic
and important projects. The company boasts of a highly talented and motivated work
force who have been constantly enriching their knowledge and skills.

SISO's well defined goal of 'Being a partner today and a Leader tomorrow' is being
aggressively pursued by the management. Therefore, in certain areas like 3G Wireless,
SISO as an organization is being identified as a key development center within all of
Samsung's global labs. The company is striving hard at getting such recognition in other
areas as well - like 'Home Networking/Intelligent Appliances', 'Networking' and
'Embedded Software'.
Electronics industry

• SAMSUNG Electro-Mechanics
• SAMSUNG Corning
• SAMSUNG Corning Precision Glass
• SAMSUNG Networks

SAMSUNG electronics subsidiaries include SAMSUNG Electronics, SAMSUNG

Electro-Mechanics, SAMSUNG SDI, SAMSUNG Corning, SAMSUNG SDS,
SAMSUNG Networks and SAMSUNG Corning Precision Glass. These affiliates
produce, market, and sell a wide variety of electronic parts and components such as next
generation memory chips, computer and telecommunications equipment, color TV
picture tubes, and glass bulbs. They also develop computer systems and produce general
electronics and precision machines.

All these companies share the same goal of becoming world-class, high-tech companies
at the beginning of the 21st century and are concentrating their investments into
promising future fields to achieve that target. Despite being independent, systematic
cooperation takes place between the companies that enables the development of state-of-
the-art electronic products.
SAMSUNG Electronics Announces 2005 Second-Quarter Earnings

Samsung reports quarterly sales of KRW13.59 trillion,

Operating income of KRW1.65 trillion and net income of KRW1.7 trillion.

SEOUL, Korea? July 15, 2005: Samsung Electronics Co., Ltd. announced its financial
results for the second quarter of 2005. The company recorded sales of KRW13.59 trillion,
operating income of KRW1.65 trillion, and net income of KRW1.7 trillion, representing a
2% drop, 23% decrease and 13% rise, respectively, from the previous quarter.

Despite a drop in prices of some of its main products, such as memory chips, the
company was able to maintain sales of more than KRW13.5 trillion due to the growth of
the LCD and Digital Appliance Businesses. While operating profits decreased, net
income rose because of gains from Samsung Card's turnaround, which was
incorporated through valuation using equity method of accounting.

Sales and operating income of the Semiconductor Business decreased slightly to KRW4.2
trillion and KRW1.1 trillion, respectively, because of a seasonal decline in DRAM and
NAND flash memory prices. However the business continued to maintain high margins
of over 26%, and the company expects improved performance in the second half with
stronger demand for PCs. In addition, a boost in demand for high capacity NAND flash
memory is expected with the introduction of new MP3 players and digital cameras with
higher pixel counts.

The Telecommunication Network Business posted sales of KRW4.5 trillion and

operating income of KRW530 billion, representing a decrease of 8% and 37%,
respectively. The drop is attributed to increased marketing spend to counter growing
competitiveness. Samsung sold 49 million phones in the first half despite a stagnant
domestic market and slow-down in the growth of the overall mobile phone market. The
company expects stronger performance in unit sales and ASPs in the third quarter with
the launch of new premium products.

The LCD Business reported revenue and operating income figures of KRW2.1 trillion
and KRW12.7 billion, respectively. The company expects its performance to improve in
the third quarter as demand for LCDs increases. Plans for the full ramp-up of S-
LCD' s 7 th -generation line are on schedule, which will contribute to the increased
sales of 32-inch and larger LCD TV panels.

Digital Media Business sales decreased to KRW1.6 trillion and posted a KRW50.0
billion operating loss because of the seasonal downturn. Sales of its Digital Appliance
Business grew 27% to KRW1 trillion and operating income at KRW30.0 billion returned
to the black from increased sales of air-conditioners.

Dr. Woosik Chu, Senior Vice President and General Manager of the IR Team, states, “
Despite the challenging business environment and depressed market conditions , sales
remain at similar levels from the prior quarter and operating profit figures met the
market's expectation, demonstrating th e inherent strength and competitiveness of
Samsung's business model .” He add s , “ With demand for IT products expected
to return and steady growth in our DRAM, NAND Flash, LCD and mobile phone
businesses, Samsung Electronics anticipates improvements in both sales and operating
profits in the second half of 2005 .”
Revenue by Business

Buisness 2Q04 1Q05 2Q05
YoY (%) QoQ (%)

Semiconductor 4.58 4.48 4.17 (9) (7)

Memory 3.57 3.54 3.22 (10) (9)

System LSI 0.62 0.45 0.45 (28) 1

LCD 2.47 1.90 2.12 (14) 12

Telecommuniction Network 4.94 4.84 4.46 (10) (8)

Mobile Phone 4.61 4.56 4.19 (9) (8)

Digital Media 1.99 1.66 1.61 (19) (3)

Digital Appliance 0.89 0.79 1.00 13 27

Total Revenue 14.98 13.81 13.59 (9) (2)

Table 1.1
Retaining customers

Samsung considers 'After Sales Service' as a key differentiator for Samsung products. In
order to deliver prompt and easily accessible service, Samsung India has set up a
widespread network of company owned as well as Authorized Service Centers to service
its customers. The Samsung Service Plazas, as the Company owned Service Centres are
called, are a first in the industry.

The Samsung Service Plazas serve as a one-stop shop for Samsung’s walk in customers.
Customers also get a chance to see the Samsung range of products and interact with
Samsung product specialists to know more about the company’s products and services.
Samsung is also increasing, the number ‘Samsung Prestige Service Plazas’ in smaller
cities like Ludhiana & Coimbatore to reach out to its customers.

To satisfy the needs of its Home Appliance customers, Samsung has set up state-of-the-
art Home Appliance Service Centres in 19 cities that are equipped with latest testing and
measuring equipments for servicing only Home Appliance products.

Speed, Smile, Sure’ is the motto for Samsung Service, as the Company seeks to satisfy
more and more of its customers with prompt and accurate service. The company adheres
to a turnaround time of 24 hours within the city where the Samsung Service Centre is
located. A Service Helpline number 30308282 gives access to Samsung Service
throughout the country. Samsung India organizes a Free Service Camp on an All India
basis, every year, for proactively reaching out to customers and servicing their Samsung

10 second to loose a customer, 10 years to gain them back’ forms the guiding principle
for Samsung Service Team as it strives to satisfy the growing expectations of Indian
SAMSUNG group timeline and history

Pioneering the digital age (2000 ~ Present)

With the start of the second millennium, SAMSUNG begins its second century.

Humanity must now successfully manage the opportunities and challenges resulting from
the new and quickly changing digital paradigm with equally revolutionary changes in the
rules it uses to do business. Currently, SAMSUNG Group is undergoing changes in its
business structure, management perspective and systems, and corporate culture to meet a
global standard.

We regard the digital age as having both incalculable potential and risks. It's a time of
intense competition-fortunes can be made or lost in the blink of an eye. However, at
SAMSUNG, we see challenges as opportunities. Which is one reason we believe that we
are perfectly positioned to be one of the world's recognized leaders in digital technology.

Our commitment to being "World's Best" has succeeded in securing the number one
global market share for thirteen of our products. Our target is nothing less than to have
thirty number one "world products" by 2005, adding digital TVs, IMT 2000, and printers
to our current world market leaders-semiconductors, TFT-LCDs, monitors and CDMA
mobile phones. At the same time, we are making historic advances in research and
development of our overall semiconductor line, including flash memory and non-
memory, custom semiconductors, and DRAM and SRAM. For example, SAMSUNG
Electronics, which has been among the world's top 10 in US patents for four consecutive
years, has 13,000 researchers representing a US$ 1.7 billion investment in Research and
In the financial market, SAMSUNG is also committed to being the World's Best.
SAMSUNG Card has been selected as the "Best Card Company in the New Millennium"
by Master Card, the result of securing more than 1 million members within one year
through the release of "Aha Loan Pass," the first loan-only card in Korea. Euromoney has
also selected SAMSUNG Securities as the "Best Security Company" for the 3rd
consecutive year. And SAMSUNG Life Insurance has ranked as 10th largest company by
Fortune's "Global 500" in the Life/Health insurance category

We are also actively promoting our brand value, a key engine of business growth.
SAMSUNG's brand value increased to US$8.31 billion in 2002 from US$6.37 billion in
2001 and was recognized by Interbrand Corporation as the fastest growing global brand.
How did we make such astounding progress in such a short time?
One answer is that we are perpetually engaged in achieving global competitiveness
through continually improving our financial structure and profitability and looking at the
structure of our organization. Reducing production costs and working hard to maintain
our brand image have also contributed mightily to our surge. Accordingly, SAMSUNG
Electronics has secured a nation's credit rating from S&P and Moody's while SAMSUNG
Fire also has been recognized by S&P for its stability and growth potential and has
received its second consecutive A rating.

Another clue to the quick pace of our development goes to the heart of our management
philosophy "We will devote our human resources and technology to create superior
products and services, thereby contributing to a better global society." Our active
participation in various sports events around has helped promote community spirit as well
as returning corporate profits to society. As a Worldwide Olympic partner in the wireless
equipment sector for the 2000 Sydney Olympics, SAMSUNG provided 25,000 advanced
digital wireless telecommunication devices including mobile phones. We also have
served in that capacity at the 1999 Nagano Winter Olympics, and will be a Worldwide
Olympic Partner in the 2006 Torino Olympics and 2008 Beijing Olympics. We actively
participate as a contributor in the Asian Games, SAMSUNG Nations Cup Riding
Competition, SAMSUNG Running Festival, SAMSUNG World Championship (a U.S.
LPGA Tour), and many other sporting events around the world.
In 2000, SAMSUNG started its management program with a new twist and aimed to stay
ahead of the great waves of digital changes now engulfing the world. We expect nothing
less than to lead the digitalization of society with our advanced technologies, competitive
products, and professional human resources.


Towards realizing the vision of Samsung Electronics to become one of the leading
handset manufacturers in the world, Samsung India Software Operations (SISO) is an
important cog in the wheel.

Telecom Team at SISO is involved in designing and building software for the mobile
terminals encompassing the current and future technologies, and the applications therein,
for Samsungs latest mobile handset equipments.

Expertise in the Handset Technology

Engineers at SISO are involved in building mobile handset software for a variety of
standards, established and emerging, such as GSM/GPRS dual mode handsets, CDMA
2000 1x (and variations thereof such as EV-DO, EV-DV etc.),WCDMA protocol stacks,
dual mode handset software (CDMA2000 1x and WCDMA) and all important
interoperability issues.

The much touted applications such as multimedia environments and functionalities in the
third generation wireless standards (3G) are a key focus area at SISO. Customization of
CDMA phones to cater for an Indian scenario is one of the high priority things at SISO.
Work is going on towards developing user interfaces for software applications in local
languages. To deliver world class quality software, the testing team rigorously tests and
evaluates the product, before delivering it to the customer.
SISO believes that "Innovation is not only useful, it is the only way to move up the
technology value chain in the rapidly changing wireless business environment".
Engineers are encouraged and motivated to think and patent new, innovative and useful
ideas relevant to the business environment the work so far has resulted in numerous
patent filings.

Technical info GSM

Concept of GPRS

General packet radio services (GPRS) is a standardized

packet-switched data service for GSM network.
With the packet-switched technology, GPRS increases
data transmission speed from 9.6kbps to a maximum of
114kbps for uses in the mobile Internet.
It will allow GSM operators to take a share of the rapid
growth of Internet usage and position the cellular service as a mobile access to the
information society

For end-user GPRS Presents:

• Always in connection with P or X.25 networks
• Increased performance for up to 114 Kbps
• Fast set-up/access time

End-user's Benefit

"Better price than current WAP" and "faster data

transmission speed" are the highly valued
features of GPRS
GPRS Radio Resources

Several end-users will share GPRS radio resources, resulting in much better channel
utilization than with circuit-switched data communication. The user may remain
connected as long as desired but is only charged for the volume of data received and/or
transmitted. GPRS uses radio channels to packet-switched or circuit-switched traffic.

For the purpose of data communication purposes, packet-switching is superior to circuit-

switching due to its ability to transmit bursts of data. There is no need to reserve,
establish or keep a path open for data.

This results in faster call set-up time and allows users stay online indefinitely, while only
being charged for the amount of data actually transferred.

Samsung launches the World’s Best Mobile Phone, Samsung

SGH –D500 in the Indian market

Global digital technology leader, Samsung Electronics announced the launch of the
‘World’s Best Mobile Handset’, the SGH –D 500 in the Indian market. The SGH- D 500
was selected as the World’s Best Mobile Handset at the 3GSM Association World
Congress at Cannes in February 2005, amongst 480 initial entries. This new tri band,
Mega pixel Digital Integrator from Samsung combines a modern design, exceptional
functionality and the latest imaging technology.

Priced at Rs.22,499/-, the D500 integrates the pinnacle of Samsung’s industry leading
innovations in its soft touch slide up style, including 96MB of user memory; a 1.3 Mega
pixel camera; 2,62,000 color, 1.9 inch TFT LCD screen of the phone for remarkable color
and clarity of images; video recording and messaging; Blue tooth, email and sync
connectivity; 64 polyphonic ring tones; an enhanced voice clarity speakerphone; and an
MP3 Player music player making the D500 the most valuable companion in the industry.
The D500 besides supporting messaging in Hindi, Marathi, Tamil, Bengali and Punjabi,
is the first phone in the industry to support menu in Gujarati and Kannada language.

Announcing the launch of the SGH –D500 in the Indian market , states Mr. H C Ryu,
Director, Sales & Marketing (HHP), Samsung India, “We expect to fuel the growth of the
colour and camera phone segment in the country by launching our World Best, leading
technology, innovative products in the Indian market. We expect to achieve the No.1
position in the premium segment of the mobile handset market in the country by the Year
2007.” Samsung, which is a dominant player in the colour phone market in the country,
expects 80% of its handset sales this Year to come from the colour phone segment. “We
plan to sustain the excitement in the marketplace by launching new, leading technology ,
wow models every quarter.” states Mr. Ryu. In the first Quarter itself, the Company has
introduced 8 new handset models in the country.
Team Samsung’ members launch the World’s Best Mobile Phone- Samsung D500 at
the LIFW 2005

Irfan Pathan, Mohd Kaif and Virender Sehwag participate

New Delhi, 21st April 2005: Team Samsung cricketers - Irfan Pathan, Mohd. Kaif and
Virendra Sehwag will launch the World’s Best Handset, Samsung D500 during the
Samsung Show at the Lakme India Fashion Week. The Samsung SGH - D500 Mobile
Handset has been rated as the ‘World’s Best Mobile phone’ by the 3GSM Association
World Congress held at Cannes in February 2005. The Theme for the Samsung Show is
‘The Best Thing Says Everything’ in keeping with the positioning of Samsung D500 -
Samsung’s latest and path-breaking mobile phone.

Leading Fashion designers - Manish Arora, Nandita Basu, Nikhil& Shantanu, Rohit
Gandhi & Rahul Khanna and Rina Dhaka are coming together to create a sparkling and
magnificent Show this evening. Leading models like Fluer, Nina, Sapna, Sampada, Binal,
Sonalika Sahay, Neha Kapur, Tupur, Michelle, Poonam, Laxmi, Shivani Kapur, Deepika
Padukone, Moni Kangana Dutta and Nolana will participate in the Show, which is being
choreographed by Harmeet Bajaj.
Awards GSM

Best model product to made the minimum electronic wave

60 Million De La Consommateur magazine.

Best Brand in France.

Samsung phones chosen the best consumer satisfaction

product by French consumer alliance.

Type : TFT
Resolution : 240x400
Weight : 92g
Dimension : 108.8 x 53.7 x 12.4
Talk Time : 580min(2G), 290min(3G), 160min(VT)
Standby : 760Hrs(2G), 450Hrs(3G)
Quick Spec

Type : TFT
Resolution : 320x240
Weight : 112g
Dimension : 105.8x50x16.5mm
Talk Time : Up to 570min
Standby : Up to 380hr
Quick Spec

Type :
Resolution :
Weight : 165g
Dimension : 112.6 x 57.8 x 16.5 mm
Talk Time : up to 12 hrs /2G, Up to 6.8 hrs/3G
Standby : 576hrs/GSM, 500hrs/WCDMA
Quick Spec

Type : TFT
Resolution : 320x240
Weight : 113.7g
Dimension : 102.3x52.4x15.9mm
Talk Time : up to 12 hrs
Standby : up to 450hr
Quick Spec

Research is the systematic and objective search for the analysis of the information
relevant to the identification and solution of any problem in the field of channel
development. The objective behind this project was to get a deep insight into the answers
To the questions “what are the general problem faced by the subscribers and what they
expect from mobile handsets providers and study of current mobile market”.The object of
the survey were the mobile users of various mobile companies.

Methodology Used
The data was collected through both the primary as well as secondary sources. The
primary source of the data is the users of various mobile handset users. The sources of
secondary data are the websites and company catalogues.



o Analysis of current market scenario of mobile market with special reference to



o To study the satisfaction level of cellular users in Sahibabad.

o To study the buying behaviour of the customers.
o To understand the price sensitivity of the markit in respect to the telecom
o To identify customers opinion about Samsung Handsets.
o To identify the key buying factors which are used in hiring the telecom
o To understand the various sales promotional schemes being offered by various
mobile handsets providers.


Steps followed for this research was:

1. Problem Formulation: This refers to transferring of the management

problem into a research problem. The management was “to gauge the behavior
of consumer in respect of mobile market.”
2. Research Method: It involves choosing either experimental or non-
experimental research. This research was non-experimental.
3. Research Design: It is the specification of the methods and procedures for
acquiring he information needed. It is overall operational pattern or framework of
the project that stimulates what information is to be collected, from which source
and by what procedure. The three types of design used are exploratory,
descriptive and causal for this research the descriptive design was used. This is
because it is marked by the prior formulation of specific research questions. It has
a preplanned and structure design. For descriptive study proposed data analysis
and project output are critical aspects. It was decided that the users of various
mobile companies would be used as the primary source of data.
4. Selection of data collection techniques: For this research the data was to
be collected was of primary as well as secondary nature. The source of primary
data was the user of various mobile companies. Thus the data collection was done
through a survey by using questionnaire technique. This consisted of an interview
and questionnaire. The questionnaire contained the questions relating hiring and
uses of different mobile handsets. The questionnaire was first pre tested and later
making certain necessary changes in modified it.
5. Sample Design: A sample chosen has to be representative of the
population. For this survey cluster and stratified sampling was used. The sample
size was more than 500 users and 50 retailers.
6. Data collection: At this stage the data is actually colleted according to the
decided technique of data collection. The questionnaire is main source for the
collection of data.
7. Analysis and interpretation: Data which has been obtained are seldom
useful to anyone, if it is not analyzed and interpreted in order, the breaking down
of constituent parts and the manipulating of the data and to obtain answer to the
research questions. Interpretations involve taking the result of analysis, making
inferences relevant to the research relationship studied and drawing conclusions
about these relationships.
8. Research report: The culmination of the research process is research
report. Methodology, report and recommendations for course of action are
presented. The two critical attribute of report are completeness and conciseness.
Therefore these attributes are conflicting; a balance has to be stuck between the
two. On presenting the research report to the management. The management
should be able to take decision on recommendations and conclusions of research.


The task of the data collection begins after research problem has been defined and
research design/plan chalked out. While deciding about the method of the data collection
to be used for study, the researcher should keep in mind two types of data primary and
1. Sources of Data:
a) Primary Data: We collect primary data during the course of experiments in an
experimental research but in case do research of the descriptive type and perform
surveys, then we can obtain primary data either through observation or through
direct communication with the respondents in one form or another or through
personal interview. Since the research is of descriptive type in witch data is
collected through direct communication with respondents. Sample survey is
carried out during this project. The survey was performed through a structured

b) Secondary Data: secondary data means data that are already available i.e. they
refer to the data which have already been collected by someone else. The sources
of secondary data in this project were the websites of various mobile providers,
catalogues of various mobiles, newspapers, magazines etc.

2. Method adopted in research:

The survey method was used for this research project. A general survey was
conducted together the required data.

3. Research tool used:

Questionnaire was used to collect the data from the users of various mobile handsets.

a) Method of population Selection:

The population for this survey was selected with the help of cluster and stratified
random techniques. In cluster, we divided the sahibabad colony wise then we
applied stratified.
b) Method of Interaction with the population:

Personal visit method is used for this research project. The respondents were the
users of various mobiles. These respondents were approached and requested to
give their opinion on the mobile handsets providers by answering in the
questionnaire. We meet all retailers and whole sellers of Samsung India mobiles
And try to find out their problems. We also observe that the advertising materials
are well placed or not. Advertising material means posters, banners and

In interaction with population we were applying these marketing strategies:

• Advertising
In this section we advertise our products (mainly new launchings) and say to
customer our services qualities and brand features.
We conduct road shows and distribute leaflets and banners.

• Sales
We sale our product in two ways:

a) Direct Sale: In direct sale we search the customers and motivate them for using
Samsung mobiles.

b) Whole Sale: In whole sale we go in market, try to make poses. We motivate these
sellers for bulk sale. Some gifts are allows to these sellers if they achieve the

Analysis of data is a process of inspecting, cleaning, transforming, and

modeling data with the goal of highlighting useful information, suggesting conclusions,
and supporting decision making. Data analysis has multiple facets and approaches,
encompassing diverse techniques under a variety of names, in different business, science,
and social science domains.

 Mostly people are attracted towards Samsung mobiles due to good reputation and
low initial investment in color and flip handsets.

 More than 50% users have switched over to Nokia and others due to
unavailability of Connectivity and memory expansion devices.

 Handset Dimensions (w×h×d) and excellent Build Quality are the perfect
consideration in Samsung Mobiles when buying a cell phone.

 More than 50% users could not avail India-speaks facility due to lack of
knowledge about its function thus it reveal that is a desirable attribute of Samsung

 Near about 30% color mobile users switch over to other mobiles due to their good
performance of standby time and talk time.

 Ergonomics is very helpful to understand the interface in these mobiles and it also
makes customers.

 More than 70% users are attracted to the support for cellular and multimedia

 One feature that most of the users probably prefer more than anything else is light
weight of these handsets.
Age Group Respondents Respondents (%)
15-25 38
26-35 27
36-45 19
above 45 16

Age group of respondents

15 - 25

26 - 35
19% 36- 45

above 45


Occupation of Respondents Respondents (%)

Businessmen 30
Students 20
Doctors 18
Engineers 8
Govt. servant 8
Housewives 2
Executives 7
Traders 5
Others 2

Occupation of respondents

7% 5%
8% 30%

18% 20%



Income Group (yearly) Respondents (%)
Less than 50000 48
50000-150000 25
150000-300000 16
300000 & above 11

Income Group

11% Less than 50000

16% 48% 50000-150000


300000 & above



Motive Respondents (%)
Communication 55
Snob value 12
Good facility 31
others 2

Motive behind using mobile

31% C ommunication
Snob V alue
Good facility as
compare to PNT




Duration of using mobile Respondents (%)

Less then one year 42

1-2 year 22
2-3 Year 21
3 & above 15

Duration of using mobile

Less than one
21% 42% ye ar
1-2 year
22% 2-3 year
3 & above



Mobile Owners Respondents (%)
B/W 30
Color Bar 20
Color Folder 14
Bar Camera 16
Folder Camera 9
High-end Camera Phone 11

Mobile Owners

Color Bar
9% 30% Color Folde r
Bar Cam era
16% Folder Cam era
14% 20% High-e nd
Cam era Phone



User of Camera Respondents (%)
Yes 47
No 53

Frequency Respondents (%)

Once in a Day 50
Once in two Day 23
Once in a Week 10
Occasionally 17

users of Camera


53% 47% No

Frequency of accessing Camera

Atleast once a

17% Once in tw o
10% day

23% Once in a w eek

Figure1.7 & Figure1.8


Respondents (%)
User of Video
Yes 28
No 72

Frequency Respondents (%)

Once in a Day 15
Once in two Day 10
Once in a Week 19
Occasionally 56

users of Video

28% Yes


Frequency of accessing Video

Atleast once a

15% Once in tw o day

19% Once in a w eek

Occas ionally

Figure1.9 & Figure1.10


User of FM Respondents (%)

Yes 18
No 82

Frequency Respondents (%)

Once in a Day 76
Once in two Day 15
Once in a Week 5
Occasionally 4

users of FM



Frequency of accessing FM

Atleas t once a
5% 4%
15% Once in tw o day

76% Once in a w eek


Figure1.11 & Figure1.12


User of GPRS Respondents (%)

Yes 36
No 64

Frequency Respondents (%)

Once in a Day 6
Once in two Day 19
Once in a Week 18
Occasionally 57

users of GPRS


64% No

Frequency of accessing GPRS

Atleas t once a

6% Once in tw o day
18% Once in a w eek


Figure1.13 & Figure1.14


Awareness Respondents (%)

Yes 42
No 58

Source of information Respondents (%)

Media 46
Retailer 30
Friends 18
others 6

Awareness about new launchings

42% Ye s



18% 6%


Figure1.15 & Figure1.16


User of Samsung Respondents (%)

First time 46
Switch over 54

Users of Samsung

Firs t time

54% 46%
Sw itch over



Reasons Respondents (%)

Good reputation 14
Low investment 24
Brand quality 18
Features 44

Reason for going the service of Samsung

44% 24%

Low initial

Brand quality




Awareness Respondents (%)

Yes 65
No 25
Partially 10

Awareness about Services provided

by Samsung

Ye s




Switch over from Respondents (%)

Nokia 7
Sony Ericson 32
L.G 20
Motorola 30
Others 11

Switch over from

Nok ia
11% 7% Sony Ericsion
30% 32% L.G



Market Share Respondents (%)
Nokia 48
Samsung 29
L.G 12
Sony Ericson 5
Motorola 6

Market Share

5% Sams ung

29% Sony Ericson




Satisfaction level Respondents (%)

Very satisfied 22
Satisfied 48
Neither/Nor 15
Dissatisfied 8
Highly Dissatisfied 7

Satisfaction level (L.G)

Ve ry satisfied

7% Satisfied
22% Neither/Nor




Satisfaction level Respondents (%)

Very satisfied 7
Satisfied 35
Neither/Nor 45
Dissatisfied 10
Highly Dissatisfied 3

Satisfaction level (SONY ERICSON)

Very satisfied

3% 7% Satisfied

45% 35%



Satisfaction level Respondents (%)

Very satisfied 30
Satisfied 18
Neither/Nor 32
Dissatisfied 12
Highly Dissatisfied 8

Satisfaction level (MOTOROLA)

Very satisfied

8% Satisfied

12% Neither/Nor

Dis satis fied

18% Highly
Dis satis fied



This research was subjected to following limitation:

1. The survey can not be termed 100% accurate due to lack of time and time and
cost only 500 users and 50 retailers and whole sellers had been studied. Thus the
scope of study is limited in terms of no. of respondent.

2. The lack of candidness of respondent towards answering the questionnaire in few

cases may have reduced the accuracy of survey to some extent.

3. Despite the unbiased opinion and efforts the possibility of technical exceptions
cannot be ruled out.

4. The statistical analysis with various automated tools might have computational


• Mobile has become an important part of people’s life and it is no more a

• Sahibabad is highly competitive and price sensitive market as majority of

respondents want maximum services provided by company in low priced handsets.

• The majority of respondents who use mobile are quite young.

• There is a good scope for new entrants in this circle as the service provided by
the existing players are not up to the mark and subscribers want to try out new ones
provided they stand up to the customers expectations.

• Numbers of color mobile users far out number B/W mobile users. And among
the color mobile users majority of them are camera mobile users.

• As the circle comprises of mainly high standard areas with few big shopping
malls, subscribers want that the network coverage should extend up to shopping malls
n addition to the small markets and roads.

• MMS and Bluetooth functions are fast becoming popular with the mobile
users. In fact these are becoming a criterion for choosing a mobile handset.

• Majority of respondents perceives Samsung as the best color mobile provider.

It commands high respect and favorable image amongst the mobile users.

Some recommendations and additional enhancements are following:

• Sahibabad is a highly competitive and price sensitive market, which is having
better shopping malls and markets, hence a suitable marketing strategy, needs to be
formulated taking into consideration the advertising and price factor.

• As the numbers of mobile users are relatively young, marketing strategy should
be more focused on this age group.

• One of the drawbacks of Samsung brand in this market could be its common
flavor not metro flavor. Hence to succeed in this market it need to reposition itself as
the premium brand.

• Since customer education about new launchings and facilities provided in

handsets is the major problem faced by most of the mobile users, Samsung needs to
take extra efforts for promptness in customer education to win and retain users.

• Samsung needs to prune up its advertising campaign to increase its visibility

further as one of its competitors’ visibility is high.

• Bluetooth and other connectivity services are fast emerging as an important area
of mobile service. Therefore, Samsung should come up with these relevant services
from time to time differentiate its product and to generate additional revenue.

• Samsung should give high priority to customer service and satisfaction as your
satisfied customers do the best advertisement.

Reference Book-

1) Kothari C.R. Research Methodology

2) Kotlar Philip Marketing Management
3) Kotlar and Armstrong Principles of Marketing
4) Intelligent computing CHIP, Volume 1, Issue 3

website used-



Center________ Serial No._____

Dear Sir/Madam,
We are the summer trainies of Samsung India Ltd. Carring out the survey of current
market scenario of mobiles.This study is part of our course curriculum and the
information provided by you will be confidential.Kindly spare some time and answer
the following questions.

1) Which mobile do you have?


2) Since how long have you been using mobile?

a. Less then one year
b. 1-2 Year
c. 2-3 Year
d. 3Year and above

3) What your motive behind using mobile?

a. Communication due to extensive mobility
b. Snob value
c. Good facility as compare to PNT phones
d. Others (specify if any)
4) Which handset do you own?



5) Are you the first time user of the mobile company? or

Have you availed services of some other mobile ?
a. First time
b. Switch over
c. Both

If switch over specify company name


6) Which attribute characteristic have you most preferred?

a. Good reputation
b. Low investement
c. Warrenty& sup.
d. Connectivity
e. Weight
f. Display
g. Ergonomics
h. Camera video
i. Battery backup
j. IRDA/ Blootooth
k. Sup. Language
l. Brand equity

7) According to you what are the negatives in your handset?

Please mention if any
Kindly fill in the following personal details
Address____________________________ _____________________________