29594373 project on samsung

7/28/2019 29594373 Project on Samsung

1/29

APROJECT REPORT

ON

( Advertisement & Sales promotion )

SSuubbmmiitttteedd TToo:: SSuubbmmiitttteedd BByy::

Mrs. Yogita sharma Himani khatri

IINNDDEEXX
http://en.wikipedia.org/wiki/File:SAMSUNG_at_CES_2009.jpg


2/29

PARTICULARS Sr.No. Introduction of Topic Introduction of Company Objective of the study Research Methodology Data analysis Limitation Recommendations ConclusionAnnexture Bibliography

Introduction of company


3/29

The Samsung Group(Korean:) is amultinationalconglomeratecorporationheadquartered inSamsung Town,Seoul,South Korea. It is the world's largest conglomerate byrevenue

[3][4]with an annual revenue of US $173.4 billion in 2008

[2]and is South Korea's largest

chaebol. The meaning of theKoreanhanjaword Samsung() is "tristar" or "three stars".

The Samsung Group is composed of numerous international affiliatedbusinesses, most of themunited under the Samsung brand includingSamsung Electronics, the world's largestelectronicscompany,

[5][6][7]Samsung Heavy Industries, the world's second largestshipbuilder

[8]and

Samsung C&T, a major global construction company.

Samsung has been the world's most popular consumer electronics brand since 2005 and is thebest known South Korean brand in the world.

[9]Samsung Group accounts for more than 20% of

South Korea's totalexports[10]

and is the leader in many domestic industries, such as thefinancial,chemical,retailandentertainmentindustries. The company's strong influence in SouthKorea is visible throughout the nation, which has been referred to as the "Republic of Samsung

.

Samsung Group
http://en.wikipedia.org/wiki/Korean_languagehttp://en.wikipedia.org/wiki/Korean_languagehttp://en.wikipedia.org/wiki/Korean_languagehttp://en.wikipedia.org/wiki/Multinational_corporationhttp://en.wikipedia.org/wiki/Multinational_corporationhttp://en.wikipedia.org/wiki/Conglomerate_(company)http://en.wikipedia.org/wiki/Conglomerate_(company)http://en.wikipedia.org/wiki/Conglomerate_(company)http://en.wikipedia.org/wiki/Samsung_Townhttp://en.wikipedia.org/wiki/Samsung_Townhttp://en.wikipedia.org/wiki/Samsung_Townhttp://en.wikipedia.org/wiki/Seoulhttp://en.wikipedia.org/wiki/Seoulhttp://en.wikipedia.org/wiki/Seoulhttp://en.wikipedia.org/wiki/South_Koreahttp://en.wikipedia.org/wiki/South_Koreahttp://en.wikipedia.org/wiki/South_Koreahttp://en.wikipedia.org/wiki/Samsung_Group#cite_note-2http://en.wikipedia.org/wiki/Samsung_Group#cite_note-2http://en.wikipedia.org/wiki/Samsung_Group#cite_note-2http://en.wikipedia.org/wiki/Samsung_Group#cite_note-report-1http://en.wikipedia.org/wiki/Samsung_Group#cite_note-report-1http://en.wikipedia.org/wiki/Samsung_Group#cite_note-report-1http://en.wikipedia.org/wiki/Chaebolhttp://en.wikipedia.org/wiki/Chaebolhttp://en.wikipedia.org/wiki/Korean_languagehttp://en.wikipedia.org/wiki/Korean_languagehttp://en.wikipedia.org/wiki/Hanjahttp://en.wikipedia.org/wiki/Hanjahttp://en.wikipedia.org/wiki/Hanjahttp://en.wiktionary.org/wiki/%E4%B8%89http://en.wiktionary.org/wiki/%E4%B8%89http://en.wiktionary.org/wiki/%E4%B8%89http://en.wikipedia.org/wiki/Businesshttp://en.wikipedia.org/wiki/Businesshttp://en.wikipedia.org/wiki/Businesshttp://en.wikipedia.org/wiki/Samsung_Electronicshttp://en.wikipedia.org/wiki/Samsung_Electronicshttp://en.wikipedia.org/wiki/Samsung_Electronicshttp://en.wikipedia.org/wiki/Electronicshttp://en.wikipedia.org/wiki/Electronicshttp://en.wikipedia.org/wiki/Electronicshttp://en.wikipedia.org/wiki/Samsung_Group#cite_note-koreatimes-4http://en.wikipedia.org/wiki/Samsung_Group#cite_note-koreatimes-4http://en.wikipedia.org/wiki/Samsung_Group#cite_note-economist-6http://en.wikipedia.org/wiki/Samsung_Heavy_Industrieshttp://en.wikipedia.org/wiki/Samsung_Heavy_Industrieshttp://en.wikipedia.org/wiki/Samsung_Heavy_Industrieshttp://en.wikipedia.org/wiki/Shipbuilderhttp://en.wikipedia.org/wiki/Shipbuilderhttp://en.wikipedia.org/wiki/Shipbuilderhttp://en.wikipedia.org/wiki/Shipbuilderhttp://en.wikipedia.org/wiki/Samsung_C%26Thttp://en.wikipedia.org/wiki/Samsung_C%26Thttp://en.wikipedia.org/wiki/Samsung_Group#cite_note-8http://en.wikipedia.org/wiki/Samsung_Group#cite_note-8http://en.wikipedia.org/wiki/Samsung_Group#cite_note-8http://en.wikipedia.org/wiki/Exportshttp://en.wikipedia.org/wiki/Exportshttp://en.wikipedia.org/wiki/Exportshttp://en.wikipedia.org/wiki/Exportshttp://en.wikipedia.org/wiki/Financehttp://en.wikipedia.org/wiki/Financehttp://en.wikipedia.org/wiki/Chemical_substancehttp://en.wikipedia.org/wiki/Chemical_substancehttp://en.wikipedia.org/wiki/Chemical_substancehttp://en.wikipedia.org/wiki/Retailinghttp://en.wikipedia.org/wiki/Retailinghttp://en.wikipedia.org/wiki/Retailinghttp://en.wikipedia.org/wiki/Entertainmenthttp://en.wikipedia.org/wiki/Entertainmenthttp://en.wikipedia.org/wiki/Entertainmenthttp://en.wikipedia.org/wiki/File:Samsung_Logo.svghttp://en.wikipedia.org/wiki/Entertainmenthttp://en.wikipedia.org/wiki/Retailinghttp://en.wikipedia.org/wiki/Chemical_substancehttp://en.wikipedia.org/wiki/Financehttp://en.wikipedia.org/wiki/Exportshttp://en.wikipedia.org/wiki/Exportshttp://en.wikipedia.org/wiki/Samsung_Group#cite_note-8http://en.wikipedia.org/wiki/Samsung_C%26Thttp://en.wikipedia.org/wiki/Shipbuilderhttp://en.wikipedia.org/wiki/Shipbuilderhttp://en.wikipedia.org/wiki/Samsung_Heavy_Industrieshttp://en.wikipedia.org/wiki/Samsung_Group#cite_note-economist-6http://en.wikipedia.org/wiki/Samsung_Group#cite_note-koreatimes-4http://en.wikipedia.org/wiki/Samsung_Group#cite_note-koreatimes-4http://en.wikipedia.org/wiki/Electronicshttp://en.wikipedia.org/wiki/Samsung_Electronicshttp://en.wikipedia.org/wiki/Businesshttp://en.wiktionary.org/wiki/%E4%B8%89http://en.wiktionary.org/wiki/%E4%B8%89http://en.wikipedia.org/wiki/Hanjahttp://en.wikipedia.org/wiki/Korean_languagehttp://en.wikipedia.org/wiki/Chaebolhttp://en.wikipedia.org/wiki/Samsung_Group#cite_note-report-1http://en.wikipedia.org/wiki/Samsung_Group#cite_note-2http://en.wikipedia.org/wiki/Samsung_Group#cite_note-2http://en.wikipedia.org/wiki/South_Koreahttp://en.wikipedia.org/wiki/Seoulhttp://en.wikipedia.org/wiki/Samsung_Townhttp://en.wikipedia.org/wiki/Conglomerate_(company)http://en.wikipedia.org/wiki/Multinational_corporationhttp://en.wikipedia.org/wiki/Korean_language


4/29

Type Public(Korean:)

Industry Conglomerate

Founded 1938

Founder(s) Lee Byung-chul

Headquarters Samsung Town,Seoul,South Korea

Area served Worldwide
http://en.wikipedia.org/wiki/Types_of_business_entityhttp://en.wikipedia.org/wiki/Public_companyhttp://en.wikipedia.org/wiki/Public_companyhttp://en.wikipedia.org/wiki/Korean_languagehttp://en.wikipedia.org/wiki/Korean_languagehttp://en.wikipedia.org/wiki/Korean_languagehttp://en.wikipedia.org/wiki/Industryhttp://en.wikipedia.org/wiki/Conglomerate_(company)http://en.wikipedia.org/wiki/Entrepreneurhttp://en.wikipedia.org/wiki/Lee_Byung-chulhttp://en.wikipedia.org/wiki/Samsung_Townhttp://en.wikipedia.org/wiki/Samsung_Townhttp://en.wikipedia.org/wiki/Seoulhttp://en.wikipedia.org/wiki/Seoulhttp://en.wikipedia.org/wiki/Seoulhttp://en.wikipedia.org/wiki/South_Koreahttp://en.wikipedia.org/wiki/South_Koreahttp://en.wikipedia.org/wiki/South_Koreahttp://en.wikipedia.org/wiki/South_Koreahttp://en.wikipedia.org/wiki/File:Samsung_Logo.svghttp://en.wikipedia.org/wiki/South_Koreahttp://en.wikipedia.org/wiki/File:Samsung_Logo.svghttp://en.wikipedia.org/wiki/South_Koreahttp://en.wikipedia.org/wiki/Seoulhttp://en.wikipedia.org/wiki/Samsung_Townhttp://en.wikipedia.org/wiki/Lee_Byung-chulhttp://en.wikipedia.org/wiki/Entrepreneurhttp://en.wikipedia.org/wiki/Conglomerate_(company)http://en.wikipedia.org/wiki/Industryhttp://en.wikipedia.org/wiki/Korean_languagehttp://en.wikipedia.org/wiki/Public_companyhttp://en.wikipedia.org/wiki/Types_of_business_entity


5/29

BACKGROUND

The Samsung Group is a multinational conglomerate corporation headquarteredin

Samsung Town, Seoul, South Korea. It is the world's largest conglomerate byrevenue

with annual revenue of US$173.4 billion in 2008 and is South Korea's largestchaebol.

The meaning of the Korean wordSamsungis "Tri-Star" or "three stars".The Samsung Group is composed of numerous international affiliated businesses,

mostof them united under the Samsungbrand including Samsung Electronics, the

world'slargest electronics company, Samsung Heavy Industries, the world's second largest

shipbuilder and Samsung C&T, a major global construction company.

Samsung has been the world's most popular consumer electronics brand since

2005and is the best known South Korean brand in the world. Samsung Group accounts

formore than 20% of South Korea's total exports and is the leader in many domestic

industries, such as the financial, chemical, retailand entertainment industries.

History
http://en.wikipedia.org/wiki/File:SAMSUNG_at_CES_2009.jpghttp://en.wikipedia.org/wiki/File:SAMSUNG_at_CES_2009.jpghttp://en.wikipedia.org/wiki/File:SAMSUNG_at_CES_2009.jpghttp://en.wikipedia.org/wiki/File:SAMSUNG_at_CES_2009.jpg


6/29

In 1938, Lee Byung-Chull founded Samsung, a small trading company with

forty employees located in Daegu. The company prospered until the Communistinvasion in 1950 when he was forced to leave Seoul and start over in Busan.

During

the war, Samsung's businesses flourished and its assets grew twenty-fold. In 1953,Lee

started a sugar refinery. The company diversified into many areas such as

insurance,

securities, and retail. In the early 1970s, Lee borrowed heavily from foreigninterests

and launched a radio and television station. Samsung Group later formed severalelectronics-related divisions, such as Samsung

Electronics Devices Co., Samsung Electro-Mechanics Co., Samsung Corning Co.,

and

Samsung Semiconductor & Telecommunications Co., and grouped them togetherunder Samsung Electronics Co., Ltd. in 1980s. Its first product was a black-and-

whitetelevision set.

In the late 1980s and early 1990s, Samsung Electronics invested heavily inresearch

and development, investments that were pivotal in pushing the company to theforefront of the global electronics industry. By the 1980s Samsung was

manufacturing, shipping, and selling a wide range of appliances and electronicproducts throughout the world. In 1982, it built a television assembly plant in

Portugal; in 1984, it built a $25 million plant in New York; and in 1987, it builtanother $25 million facility in England.
http://en.wikipedia.org/wiki/File:%EC%82%BC%EC%84%B1%EC%83%81%ED%9A%8C.jpghttp://en.wikipedia.org/wiki/File:TimeWarnerCenter.JPGhttp://en.wikipedia.org/wiki/File:%EC%82%BC%EC%84%B1%EC%83%81%ED%9A%8C.jpghttp://en.wikipedia.org/wiki/File:%EC%82%BC%EC%84%B1%EC%83%81%ED%9A%8C.jpghttp://en.wikipedia.org/wiki/File:TimeWarnerCenter.JPGhttp://en.wikipedia.org/wiki/File:%EC%82%BC%EC%84%B1%EC%83%81%ED%9A%8C.jpghttp://en.wikipedia.org/wiki/File:%EC%82%BC%EC%84%B1%EC%83%81%ED%9A%8C.jpghttp://en.wikipedia.org/wiki/File:TimeWarnerCenter.JPGhttp://en.wikipedia.org/wiki/File:%EC%82%BC%EC%84%B1%EC%83%81%ED%9A%8C.jpg


7/29

The 1990s saw Samsung rise as an international corporation. Samsung'sconstruction

branch was awarded a contract to build one of the two Petronas Towers inMalaysia,

Taipei 101 in Taiwan and the Burj Khalifa in United Arab Emirates, which is the

tallest structure ever constructed. In 1993 and in order to change the strategy soldoff

ten of Samsung Group's subsidiaries, downsized the company, and merged otheroperations to concentrate on three industries: electronics, engineering, and

chemicals.

In 1996, the Samsung Group reacquired the Sungkyunkwan University foundation.

Samsung survived the Asian financial crisis of 1997-98 relatively unharmed.However,

Samsung Motor, a $5 billion venture was sold to Renault at a significant loss.

Additionally, Samsung manufactured a range of aircraft from 1980 to 1990s.Most importantly, Samsung Electronics (SEC) has since come to dominate thegroup.

and the worldwide semiconductor business, even surpassing worldwide leaderIntel in

investments for the 2005 fiscal year. Samsung's brand strength has greatlyimproved in

the last few years.

Samsung became the largest producer of memory chips in the world in 1992, andis theworld's second-largest chipmaker after Intel. In 1995, it built its first liquid-crystaldisplay screen. Ten years later, Samsung grew to be the world's largest

manufacturerof liquid-crystal display panels. In 2006, S-LCD was established as a joint venture

between Samsung and Sony in order to provide a stable supply of LCD panels forboth

manufacturers. Samsung Electronics, which saw record profits and revenue in2004

and 2005, overtook Sony as one of the world's most popular consumer electronicsbrands, and is now ranked #19 in the world overall. Behind, Nokia, Samsung is the

world's second largest by volume producer of cell phones with a leading market

sharein the North America and Western Europe.


8/29

Samsung Electronics In IndiaSamsung India Electronics Private Limited (SIEL) is the Indian subsidiary of theUS $55.2 billion Samsung Electronics Corporation (SEC) headquartered in Seoul,

Korea. Headquartered in New Delhi, SAMSUNG India has widespread network ofsales offices all over the country . SAMSUNG India is the hub for SAMSUNGs

SouthWest Asia Regional operations. The South West Asia 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 December1995

enjoys a sales turnover of over US$ 1Bn in just a decade of operations in thecountry.

From being a virtually unknown entity in the Year 1995, brand SAMSUNG today

enjoys an awareness level of over 65% and a positive opinion of over 80% in the

country today (source: BAS 2007). Initially, a player only in the ColourTelevisions

segment, it later diversified into colour monitors (1999) and refrigerators (2003).Today, it is recognized as one of the fastest growing brands in the sphere of digital

technology. SIEL is the market leader in high end digital television (Plasma, LCD).

PRODUCT PORTFOLIO OF SIELSAMSUNG India is the hub for SAMSUNGs South West Asia Regional


9/29

operations. SAMSUNG India has segmented their products into five categories.Source: Samsung Electronics website

Fig: Width of the product mix of SIEL

15

_ MOBILE PHONE_TV/AUDIO/VIDEO_ CAMERA/CAMCORDER

_ HOME APPLIANCES_ PC/PERIPHERALS/PRINTERSSource: Samsung Electronics website

Introduction of TOPIC:


10/29

ADVERTISEMENT AND SALES PROMOTION:Promotion stands for various activities the company undertakes tocommunicate and promote its products to the target market. It involves

communication programs i.e. direct marketing, advertising, sales promotions,public relations and motivation of sales force. To the customer this tool

provides knowledge and information.

ADVERTISING:It is any paid form of non-personal presentation and promotion of ideas,

goods or services by an identified sponsor.

SALES PROMOTION:The short-term incentive to encourage trial or purchase of a product or

service refers to sales promotion. Whereas advertising offers a reason to buy;sales promotion offers an incentive to buy. Since sales promotion directly

push up the sales, increasing number of companies are undertaking salespromotion activities.

Where advertisement offers a reason to buy, sales promotion offers an

incentive to buy. Sales promotion includes tools for consumer promotion

(samples,coupons,cash refund, price off,premiums,prizes,patronage rewards,free trials,warranties,tie-in-offers cross promotion, point of purchase displays and

demonstration);trade promotion(price off, advertising and display allowances andfree goods);and business and sales force promotion(trade shows and

conventions, contests for sales reps and specialty advertising..
http://en.wikipedia.org/wiki/File:Samsung_Logo.svg


11/29

PromotionSamsung Innovative promotion and advertising initiativesTo establish trust and confidence among Indian consumers, Samsung did active

promotion andadvertising by taking the following initiatives.

Samsung India associated itself with the ruling passion of the Indian massconsciousness:Cricket. Samsung launched the Team Samsung campaign with the stars of the Indiancricket team, which caught the imagination of an entire nation. In 2004, Samsung alsobrought to India what was possibly the biggest cricketing spectacle of this decade, thehistoric India vs. Pakistan cricket series - The Samsung Cup.

Not confining itself to cricket, Samsung sponsors the Indian contingent to theOlympicsand the Asian Games. It also ran training programmes for deserving Indian athletesunderthe Olympic Ratna banner. Samsung has also helped bring to India, for the first time,theOlympic torch relay. Samsung also brings every year to India - the World Cyber Games,which is regarded as the Olympics of the Cyber world.

Samsung also launched a series of innovative below-the-line activities. In mobilephones,Samsung tied up with noted painter Satish Gujral for his paintings to be available asdownloads on Samsung mobile phones.

Product placement was done in movies and popular television serials like JassiwhereSamsung products were set in lifestyle environments.

For Microwaves, Samsung ran a Kitchen-on-Wheels programme where mobilekitchens

with microwave ovens went to various localities demonstrating the advantages ofmicrowave cooking.

Samsung branded its products as superior technology and environment friendly ones.TheSamsung refrigerators and ACs incorporate a revolutionary new technology calledSilver


12/29

Nano Health System that ensures freshness and bacteria free environment. It launchedtheBio range of products. In microwave ovens, features like the bio-ceramic coating and3D shower waves keep in mind the health conscious public of today.

Launched a special marketing campaign for Flat TVs including a focused advertisingcampaign Duniya Hai Gol, TV Flat andattractive exchange offers. As a result,flatscreenTVs make up over 50 per cent of Samsungs TV sales compared an industryaverage of 17 per cent.

Customized products for Indian ConsumersSamsung understands the local cultural sensibilities to customize its productsaccording

to the Indian market. It has set up a usability lab at the Indian Institute of TechnologyinNew Delhi to customize Samsung products to meet the specific needs of Indianconsumers. This industry-institute partnership is helping Samsung to study and analyzeconsumer response in aspects of product design, including aesthetics, ergonomics andinterface.

Through its research done on consumer preferences in India, Samsung hasconcluded thatIndian consumers want more sound oriented products. Thus, the Samsung televisionsforIndia have a higher sound capacity than their foreign counterparts.

For the semi-automatic segment of Samsung washing machines, Samsung hasintroducedfor the first time in India a feature called SuperDry. It is present in three of Samsungssemi automatic models and dries the clothes better than the rest.

Samsung washing machines have an additional menu that takes care of the localIndianwardrobes. They also have a memory re-start that takes care of the frequent powerfailures in India.57 |


13/29

SALES PROMOTION TOOLS:Many tools can be used to accomplish sales promotion objectives.

Descriptions of the main promotional tools are as follows;

Consumer Promotion ToolsThe main consumer promotion tools are as follows;

Samples:They are offers of a trial amount of a product. It consists of inviting

prospective purchasers to try the product without cost or at a lower costin the hope that they will buy the product. Samples may be free or

discounted.

Coupons:Coupons are certificates that give buyers a saving when they purchase

a specified product. Coupons can be mailed, placed in advertisementsor included with other products.

Rebates:Rebate is also known as cash refund offers. Rebates are offers to

refund part of the purchase price of a product to its customers who

send a proof of purchase to the manufacturer. These are like

coupons except that the price reduction occurs after the purchaseand not at the point of sale.


14/29

Price Packs:Cents-off deals or price packs offer consumers savings by way ofreducing prices that are marked by the producer directly on the

package.

Premiums:

These are the goods offered either free or at a low cost as anincentive to buy a product. Premiums may be in-pack or on-pack

(outside the pack).

Prizes:They are offers of chance to win something such as cash, trips or goods

by luck or through extra efforts. Contests of talent and sweepstakes or

draws the most popular prize offering promotions.

Tie-in Promotions:Tie-in promotions involve two or more brands or companies that team upon coupons, refunds or contests to increase their pulling powers.

Cross Promotions:Cross promotions involve using one brand to advertise non-competing brand.


15/29

Advertising Specialties:These are useful articles imprinted with an advertisers name, given as

gifts to consumers.

Patronage Rewards:They are cash or other awards

for the regular use of companys products

or services. They are values (in cash otherwise) that are proportional to

ones patronage of a certain vendor or a group of vendors. They aim at

building brand loyalty.

PoP Promotions:Point of purchase (PoP) includes displays and demonstrations that take

place at the point of purchase or sale.

PURPOSE OF STUDY.


16/29

Sales promotion tools vary in their specific objectives. They may be usedto attract new customers, to reward loyal customers and to increase the

repurchase rates of occasional users. Sales promotion usually targets brand

switchers because non-users and users of other brands do not always noticea promotion. Sales promotions are thus also seen as a tool for breaking down

loyalty to other product.Sales promotions also let manufacturers adjust to short term changes in

supply and demand and differences in customer segments. They also letmanufacturers to experiment by varying prices. Sales promotions also lead to

greater consumer awareness of prices.

To use sales promotion, a company must set objectives, select the right tools,

develop the best program and implement it and evaluate the results.

OBJECTIVES:The specific sobjectives set for sales promotions will vary with the type of

the target market. For consumer promotions, objectives include encouragingpurchasing of larger sized units, building trial among non-users and attracting

switchers awayfrom the competitors brands. For trade promotions, objectivesmay include; including retailers to carry new items and higher level of

inventory, encouraging off-seasonal buying, of-setting competitive promotions,

building brand loyalty of retailers and gaining entry into new retail outlets. Thesales force promotions help in encouraging support of a new product ormodel, encouraging more prospecting and stimulating off-seasonal sales.But

most importantly, sales promotion should be focused on consumer relationshipbuilding.


17/29

RESEARCHMETHODOLOGY:

Research design is the arrangement of condition for collection and

analysis of data in a manner that aims to combine relevance to the researchpurpose with economy in procedures. The research design used for this study is

Descriptive Research. It focuses on the accurate description of the variables inthe problem model. Any source of information can be used in a descriptive study,

although most studies of this nature rely on secondary data source of surveyresearch. The sampling design followed in the survey is simple random

probability sampling in which each population element has a known and equalchance of selection.

The researcher has done the research in the following manner;

a) Type of the research undertaken is analytical.b) Technique used is random sampling.c) Sample size taken is 30.

d) Sources of data used include both primary as well as secondary data.

e) Tool used for the research is questionnaire.

f) Plan of analysis are tables and graphs.

Data Collection Methods:In this study, the foremost data collection instrument used is thequestionnaire method. The questionnaire has been designed with both open

ended and closed ended questions. Apart from this, the research instrument


18/29

consists of primary and secondary data collected for the study.

Primary Data:Here first hand information is obtained by distributing printed questionnaire tothe marketing executives of the company. Data was also obtained from theobservation and interview technique adopted by the researcher. Moreover,

information was disseminated by the departmental heads.

Secondary Data:Here the information is obtained from the brochure of SAMSUNG GROUP,

books,websites, newsletter, journals, magazines, newspapers, etc.

s

LIMITATION OF STUDY :


19/29

Due to time, geographic and monetary constraints. It may not be able to godeeper in to search

This study is related to Faridabad market only. This project is primarily focused on Refrigerator, Washing machine, Air

conditioners product category.

Unavailability of data. Especially for promotional strategies of competitors. There could be some errors, data collection, data interpretation, and even the

environment plays an important role in the outcome of the results.

DATAANALYSIS ..ANALYSIS


20/29

AAGGEEGGRROOUUPP

IINNCCOOMMEE GGRROOUUPP ((PPEERR AANNNNUUMM IINN TTHHOOUUSSAANNDD))

18-209%

21-2533%

26-3011%

31-3537%

36 Above10%

75-10017%

100-12557%

125-15011%

150-17511%

175 above4%


21/29

TTHHRREEEEEELLEECCTTRROONNIICCSSCCOOMMPPAANNIIEESSTTHHAATTCCOOMMEESSIINN

YYOOUURRMMIINNDD..

TThhiinnggss tthhaatt yyoouu llooookkeedd wwhhiillee

ppuurrcchhaassiinnggaanneelleeccttrroonniicciitteemm??

10

58

20

10

2

0

10

20

30

40

50

60

70

LG Samsung Videocon Haier Others

70

80

68

7175 69
http://en.wikipedia.org/wiki/File:Samsung_Logo.svghttp://en.wikipedia.org/wiki/File:Samsung_Logo.svghttp://en.wikipedia.org/wiki/File:Samsung_Logo.svg


22/29

HHooww ddiidd yyoouu ggeett ttoo kknnooww aabboouutt SSaammssuunnggtthhaattyyoouuaarreehhaavviinnggaatt pprreesseenntt??

45
http://en.wikipedia.org/wiki/File:Samsung_Logo.svghttp://en.wikipedia.org/wiki/File:Samsung_Logo.svg


23/29

IIpprreeffeerrrreeddSSaammssuunnggtthhaannootthheerrbbeeccaauusseeooff??

30

40

50

60

70

80 71

33

66


24/29

Respondents mayQQUUEESSTTIIOONNNNAAIIRREE

CCOONNSSUUMMEERR SSUURRVVEEYY


25/29

Name: ______________________

Address: _____________________

Q1. Please mention your age group

18-20 21-2526-30 31-3536- Above

Q2.) Please mention your income group (per annum in thousand)

75-100 100-125125-150 150-175175 & above

Q3) GenderMale FemaleQ4) Martial Status

Married UnmarriedQ5) please mention your occupation ?

Officials Clerical or SalesmenStudent First Jobbers Retired

Q6) Name three electronic companies that come to your mind ?

LG .Videocon.Samsung.HaierWhirpool

Q7) Do you think Samsung handsets are updated with the latest

features?

YES

NO


26/29

Q7) what are the things that you look while purchasing an electronic item?

More power saverLooks

Low maintenance costReliability(less chances of breakdown)Least physical effortsLow price

Q8) how did you get to know about Samsung that you having at present?

AdvertisementFamily informationFriends recommendationDealers recommendation

Q9) which other electronic item would you have preferred to buy?

LG othersVideocon Sony

Q10) Prefer Samsung than other because of:

low priceLess physical effortsBetter looks

Low maintenance cost

Q12) what is the image of samsung in your mind?

EconomicalDurableSmooth product


27/29

Safe productwarranty and guarranty they offer.

Q13)Except Samsung your other preferred mobile phone brands?

Nokia

LG

Motorolla

Others

CONCLUSION.This study highlighted that Faridabad market is still a virgin market for

SAMSUNGproducts. Customers need to be made aware of the productive usages of these


28/29

Products if SAMSUNG want to target these untapped market segments of

customers.Also SAMSUNG need to modify their advertising strategies in order to educate thetarget audience about the product. Hence SAMSUNG will be able to win a major

between the competitors

BIBLIOGRAPHY ..BBOOOOKKSS AANNDD JJ OOUURRNNAALLSS RREEFFEERRRREEDD:: SAMSUNG Electronics annual report,2009Marketing Management, 12thEdition


29/29

o By: Philip Kotler andKevin Lane Keller

WWEEBBSSIITTEESS:: http://www.google.com http://www.ibef.org http://www.displaysearch.com http:// www.dnb.com http://www.samsung.com.

29594373 project on samsung

Documents