SUMMER TRAINING PROJECT

REPORT ON SONY INDIA LTD.

AND THEIR PRODUCT

PREPARED BY:

Section: F2 FW (09-
11)

ACKNOWLEDGEMENT

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I would like to take this opportunity to thank the Management of SONY
INDIA LTD., Mumbai for granting the permission to carry out my summer
training at their esteemed organization.

I express my sincere gratitude to Mr. KARAN , without whose guidance

and support this endeavor would not have been possible. His Constant
direction and advice played a very important role in motivating me to put
my best efforts. Special thanks to Miss. PAYAL for her constant support
during the project..

Finally, I thank the Dean, for permitting me to do the project.

I also thank my friends and family members for their support and
encouragement.

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 Table Of Contents

Topic Page
No
3
 Executive Summary 5
Introduction to Consumer Durables 8
Private Players in the Indian Consumer Durables & 10
Electronics Market
Company Profile 13
Product Profile 17

Competitor Profile 20

Key learning’s 25
Job description 31

Conclusion 33

Bibliography 34

Executive Summary

The Indian consumer durables industry has witnessed a considerable change

in the past couple of years. Changing lifestyle, higher disposable income
coupled with greater affordability and a surge in advertising has been
instrumental in bringing about a sea change in the consumer behavior
pattern.

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This industry consists of durable goods used for domestic purposes such as
televisions, washing machines, refrigerators, microwave ovens, mobile
phones etc. The growth in the consumer durables sector has been driven
primarily by factors such as the boom in the real estate & housing industry,
higher disposable income, emergence of the retail industry in a big way
coupled with rising affluence levels of a considerable section of the
population.

As per a survey conducted by FICCI on the Indian consumer durables

industry, a shift in consumer preferences towards higher-end,
technologically advanced branded products has been quite discernable.

Location of SIP

Sony India Pvt. Ltd.

Crimpage Corporation,
2nd floor, Plot No. 57,
Street No.17, MIDC, Andheri East,
Mumbai - 400093
Ph No : 022-6128 8000

Objectives Of The Study

Different Companies/brands are available in the consumer durable market to

customers like Sony, Samsung, LG, Philips, Panasonic etc. Sony is the
leading brand name in the consumer durable market.

The final decision of transaction is totally depend on the consumer,

consumer may have different perception for his satisfaction for particular
brand and company has to fulfill consumer’s requirement. Hence the
concerned project is undertaken:-

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 • To analyze the customer’s requirement.

• To study the Competitor’s service

• To study the attitude of staff member to customers.

• To provide the better services & try to built the credibility in the
consumer.

• To know the opinion & suggestions of customers.

Industry Classification

The consumer durables industry can be broadly classified as consumer

electronics and consumer appliances. The consumer appliances category can
be further segmented as white goods and brown goods.

With a presence spanning 36 countries, Sony has not only touched the lives
of millions but also has made a difference in their lifestyles. Visit Sony

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across the world and discover how a name, synonymous with technology,
has given a totally new dimension to entertainment.

Throughout the world today, Sony stands for innovation, state of the art
technology and superior quality. Leading into its next fifty years, Sony’s
vision is to offer people exciting new products and new lifestyles and
remains committed to the challenge of creating and realizing these dreams.

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 Introduction to Consumer Durables

Before the liberalization of the Indian economy, only a few companies like
Kelvinator, Godrej, Allwyn, & Voltas were the major players in the
consumer durables market, accounting for no less than 90% of the market.
Then, after the liberalization, foreign players like LG, Sony, Samsung,
Whirlpool, Daewoo, Aiwa came into the picture. Today, these players
control the major share of the consumer durables market.
Consumer durables market is growing very fast because of rise in living
standards, easy access to consumer finance, & wide range of choice, as
many foreign players are entering in the market.

On the flip side, the presence of a large number of players in the consumer
durables market sometimes results in excess supply.
Strengths-
1. Presence of established distribution networks in both urban & rural areas
2. Presence of well-known brands.
3. In recent years, organized sector has increased its share in the market vis a
vis the unorganized sector.
Weaknesses-
1. Demand is seasonal & is high during festive season.
2. Demand is dependent on good monsoons.
3. Poor government spending on infrastructure.
4. Low purchasing power of consumers.

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Opportunities-
1. In India, the penetration level of white goods is lower as compared to
other developing countries.
2. Unexploited rural market.
3. Rapid urbanization.
4. Increase in income levels, i.e. increase in purchasing power of consumers.
5. Easy availability of finance.
Threats-
1. Higher import duties on raw materials imposed in the Budget 2007-08
2. Cheap imports from Singapore, China & other Asian countries

Consumer durables Sector can be classified as follows:

1. Consumer Electronics includes VCD/DVD, home theatre, music players,

color televisions (CTVs), cameras, camcorders, portable audio, Hi-Fi, etc.

2. White Goods include dishwashers, air conditioners, water heaters,

washing machines, refrigerators, vacuum cleaners, kitchen appliances, non-
kitchen appliances, microwaves, built-in appliances, tumble dryer, personal
care products, etc.

3. Moulded Luggage includes plastics.

4. Clocks & Watches

5. Mobile Phones.

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Private Players in the Indian Consumer Durables
& Electronics Market

1 Videocon Appliances Ltd

One of India’s ingrown companies, Videocon boasts of an annual

turnover of the tune of US$4.1billion. It has 17 sites in India, & is
known to be the third biggest manufacturer of picture tubes in the
world. It also has global presence, with plants in Mexico, Italy,
Poland, China & the Middle East. Manufacturer of Televisions,
VCRs, VCPs, Audio Systems, Home Appliances & Business
Electronics. Manufactures Televisions & VCRs in technical tie-up
with Toshiba Corporation of Japan.

2 L.G Electronics

The market leader in consumer durables is LG for close to a decade in

India. They have also been recognized for their superior innovation &
after sale service. It is proud of their distribution channels which offer
its products to the breadth & length of India. As early as 1998, LG
with a budget of Rs500 Crores set up manufacturing facility with a
state-of-the art technology at Greater Noida, near Delhi. L.G also has
recently entered directly into the consumer market by setting up retail
shops & boast of retail sales Rs. 10,000 crores in 2008.

3 Samsung Electronics

Samsung entered India in 2002 with an 80 acre sprawling facility at

Noida & mainly manufactures colour TVs, mobile phones & some
white goods. Its manufacturing facilities are best known for its high
automation, high quality & state of art. Manufacturer of Computer
peripherals, televisions, refrigerators, washing machines, air
conditioners, microwave ovens, audio & video systems.

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4 Salora International Ltd

Manufactures black & white & color Television sets, fly

back transformers, speakers & other components.
Markets under its own brand name Panasonic brand of
printers, fax machines, pan boards & digital cameras.
Also markets under its own brand name colour
monitors & cordless phones manufactured by some
other renowned international brands.

5 Siemens, India

The Siemens Group in India comprises of 22 companies, providing

direct employment to over 17,000 persons. Currently, the group has
18 manufacturing plants, a wide network up of Sales & Service
offices across the country as well as over 500 channel partners.
Siemens brings to India state-of-the-art technology that adds value to
customers through a combination of multiple high-end technologies
for complete solutions. Today, Siemens, with its world-class solutions
plays a key role in India’s quest for developing modern infrastructure.

6 Philips, India

Makers of audio, video products, domestic appliances, & more. As a

world leader in healthcare, lifestyle & lighting, Philips integrates
technologies & design into people-centric solutions.
Mission- To improve the Quality of people’s lives through timely
introduction of meaningful innovations.

7 BPL

Includes a shopping gallery & also corporate information including

home entertainment, appliances, digital & mobile services, medical
electronics, & consumer telecommunications.

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8 Bose Corporations

Bose Corporation develops & manufactures audio devices (including

speakers, amplifiers, headphones, automotive sound systems for
luxury cars), automotive suspension systems, & performs some
general research (such as debunking cold fusion). The company was
founded in 1964 by Amar G. Bose, a professor of electrical
engineering (who retired in 2005) at the Massachusetts Institute of
Technology.

9 Haeir India

Haier India started its commercial operations in January 2004 and is a

100 per cent subsidiary of the Haier Group. The India launch was
started with innovative products which were designed keeping the day
to day customer needs in mind -- products that will transform the
customer's every day living into inspired living. 'Products that will
make your today better than yesterday.' Haier India launched BMR
technology for the first time in India followed by the Double Drive
which is a newly patented technology

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 Company Profile

One of the most recognized brand names in the world today, Sony
Corporation, Japan, established its India operations in November 1994,
focusing on the sales and marketing of Sony products in the country. In a
span of 15 years Sony India has exemplified the quest for excellence in the
world of digital lifestyle becoming the country’s foremost consumer
electronics brand. With relentless commitment to quality, consistent
dedication to customer satisfaction and unparalleled standards of service,
Sony India is recognized as a benchmark for new age technology, superior
quality, digital concepts and personalized service that has ensured loyal
customers and nationwide acclaim in the industry.

With brands names such as BRAVIA, BRAVIA Theatre, Cyber-

shot‚ Handycam®, VAIO, Walkman®, Xplod, Memory
Stick™‚ PlayStation®. Sony has established it self as a value leader across
its various product categories of Audio/Visual Entertainment products,
Information and Communications‚ Recording Media, Business and
Professional products.

In India, Sony has its footprint across all major towns and cities through a
distribution network comprising of over 5000 dealers and distributors, 240
exclusive Sony outlets and 19 direct branch locations. Manned by customer
friendly and informed sales persons, Sony’s exclusive stores ‘Sony Center’
are fast becoming the most visible face of the company in India.

Sony India also has a strong service presence across the country with 20
company owned and 190 authorized service centers and 16 exclusive
demonstration centers. A distinctive feature of Sony’s service is its highly
motivated and well-trained staff that provides the kind of attentive and
sensitive service that is rare today.

Sony is committed to ensuring that both the products and the marketing
activities employed truly make a difference to people’s lifestyles and offer
them new dimensions of enjoyment.

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It was in 1946 that Masaru Ibuka and Akio Morita together with a small
team of passionate and committed group of employees started to build
“Tokyo Tsushin Kenkyujo” (Totsuko), or “Tokyo Telecommunications
Research Institute” to the billion dollar global conglomerate that it is today.

It was in 1946 that Masaru Ibuka and Akio Morita together with a small
team of passionate and committed group of employees started to build
“Tokyo Tsushin Kenkyujo” (Totsuko), or “Tokyo Telecommunications
Research Institute” into the billion dollar global conglomerate that it is
today. The main objective of the company was to design and create
innovative products which would benefit the people.

From early attempts at creating products like the rice-cooker to the later
success of creating Japan’s first magnetic recorder, the innovative company
went on to create other hit products which won the company widespread
recognition and international acclaim as a truly global company known for
its quality and innovative products. Significant product milestones included
Japan’s first transistor radio (1955), Trinitron colour television (1968),
Walkman personal stereo (1979), Handycam videocamera (1989),
PlayStation (1994), Blu-ray Disc recorder (2003) and PlayStation 3 (2006).

The company name of Sony was created by combining two words of

“sonus” and “sonny”. The word “sonus” in Latin represents words like
sound and sonic. The other word “sonny” means little son. Used in
combination, Sony is supposed to represent a very small group of young
people who have the energy and passion towards unlimited creations and
innovative ideas. With the far-sight of expanding worldwide, it was in 1958
that the company formally adopted “Sony Corporation” as its corporate
name. Easy to pronounce and read in any language, the name Sony, which
has a lively ring to it, fits comfortably with the spirit of freedom and open-
mindedness.

Company Mission
Sony India focused towards making a difference in the lifestyles in the
Indian market and open up new vistas of entertainment in the country. Sony
India remains committed towards offering new age technology and digital
concepts while working hand in hand with the Indian industry to produce

14
and sell excellence. Their consistent commitment towards service has
brought the company quite closer to the Indian customer.
Business Philosophy
To work meticulously by putting calculative & creative efforts to ensure
success.
To provide high quality products to Consumers.

Ultimate Objectives
 Increasing Sales Volume.
 Increasing trial.
 Increasing repeat purchase.
 Increasing loyalty.
 Creating interest.
 Creating awareness.
 Gaining intermediary support.

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Company: Sony India Pvt. Ltd.

Managing
Mr. Masaru Tamagawa
Director:

Date of
November 17, 1994
Establishment:

Location: A-31, Mohan Cooperative Industrial Estate, Mathura Road,

New Delhi - 110044, India.

Staff Strength: 728

Share Capital: Rs. 550 million

Share Holding: 100% subsidiary of Sony Corporation, Japan

Branch Delhi, Haryana, Mumbai, Bangalore, Chennai, Kolkata,

Offices: Hyderabad, Vijayawada, Jaipur, Chandigarh, Lucknow,
Pune, Ahmedabad, Indore, Cochin, Coimbatore,
Ghaziabad, Guwahati, Mangalore and Ranchi

Business: Marketing, Sales and After-Sales Service of electronic

products & software exports

Activities: Products: Televisions, Hi-fi Audios, Home Theater systems

and DVD players, Personal Audio (CD/Cassette Radio
Players and Walkman®), Audio Video Accessories, Car
Audio and Visual Systems, Notebooks, Gaming Consoles,
Camcorders and Digital Still Cameras, Digital Imaging
Accessory (Batteries, Chargers, Microphone, Photo
Printers), Mobile Phones, Recording Media and Energy
Devices, Broadcast and Professional products.

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 Product Profile
Basic Consumer Durables

Bravia™ LCD/LED TV

Capture the true colours of movies with vast collection of Bravia LCD/LED
TVs that pushes the boundaries of TV technology to bring y maximum
picture quality in full high definition.

Digital Photography

Breaking technological grounds, our Digital Imaging devices and

accessories are created with you in mind. We have cameras with compact
designs if you wish to carry it in your purse, and cameras with additional
features if you’re looking for that something extra.
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Home Theatre System
Combining the latest in video and audio technologies, Sony has developed a
series of Home Theatre Systems that provides you with an enhanced home
theatre experience.

VAIO CS

Vaio CS is an extraordinary blend of elegance, fun and high performance

with its irresistible colour range and mistic features

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Play Station

Gaming would not be the same without the invention of the Sony
PlayStation series. In addition to the highly popular PlayStation®2, there’s
the handy PlayStation®Portable and next-generation console
PlayStation®3.

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 Competitor’s Profile

The Korean company Samsung has grown to become one the world’s
leading electronic companies, specializing in digital appliances and media,
semiconductors, memory and system integration. Today Samsung’s
innovative & top quality products & processes are world recognized.

The digital age has brought revolutionary change – and opportunity – to

global business, and Samsung has responded with advanced technology,
competitive products, and constant innovation.

Samsung, see every challenge as an opportunity and believe that it is

perfectly positioned as one of the world's recognized leaders in the digital
technology industry.

Its commitment to being the world's best has won the No.1 global market
share for 13 products, including semiconductors, TFT-LCDs, monitors and
CDMA mobile phones. Looking forward, and making historic advances in
research and development of its overall semiconductor line, including flash
memory and non-memory, custom semiconductors, DRAM and SRAM, as
well as producing best-in-class LCDs, mobile phones, digital appliances,
and more.

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 7

The history of LG Electronics has always been surrounded by the company's

desire to create a happier, better life.

LG Electronics was established in 1958 and has since led the way into the
advanced digital era thanks to the technological expertise acquired by
manufacturing many home appliances such as radios and TVs.

LG Electronics has unveiled many new products, applied new technologies

in the form of mobile devices and digital TVs in the 21st century and
continues to reinforce its status as a global.

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 Product Profile

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 REFRIGERATOR

. Side by Side Refrigerator

. Frost Free Refrigerator
. Direct Cool Refrigerator

WASHING MACHINE

. Dish Washer
. Steam Washer Dryer
. Washer Dryer
. Front Load Washing Machine
. Top Load Washing Machine
. Semi Automatic Washing
Machine

MICROWAVE OVEN

. Solar Dom Microwave

. Convection Microwave
. Grill Microwave
. Solo Microwave

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 TELEVISION

. LCD TV
. Plasma TV
. Ultra Slim TV
. Flat TV

Computer Products

. Notebook PC
. Desktop PC
. Monitor
. Optical Storage Devices
. Projector

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 Key Learning’s

What is marketing Executive?

Marketing executives are involved in developing marketing campaigns that

promote a product, service or idea. The role includes planning, advertising,
public relations, organizing events, product development, distribution,
sponsorship and research. The work is often challenging, varied and
exciting. The responsibilities of a marketing executive will vary, depending
on the size of the organization and sector, and whether the focus is on
selling a product or service or raising awareness of an issue that affects the
public. As many organizations have marketing departments, marketing
executives can be found in both the private and public sectors, from the
financial, retailing and media industries to voluntary and public sector
organizations. Marketing executives may also be known as marketing
officers or coordinators.

What is marketing Executive work?

Marketing executives contribute to and develop integrated marketing

campaigns. Tasks typically involve:

• liaising and networking with a range of stakeholders, e.g. customers,

colleagues, suppliers and partner organizations;
• communicating with target audiences and managing customer
relationships;
• sourcing advertising opportunities and placing adverts in the press
(local, regional, national and specialist publications) or on the radio
(depending on the organization and the campaign);
• managing the production of marketing materials, including leaflets,
posters, flyers, newsletters and e-newsletters and DVDs;
• writing and proofreading copy;
• liaising with designers and printers;
• organizing photo shoots;
• arranging for the effective distribution of marketing materials;
• maintaining and updating customer databases;

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 • organizing and attending events such as conferences, seminars,
receptions and exhibitions;
• sourcing and securing sponsorship;
• conducting market research such as customer questionnaires and
focus groups;
• contributing to and developing marketing plans and strategies;
• managing budgets;
• evaluating marketing campaigns;
• monitoring competitor activity;
• Supporting the marketing manager and other colleagues.

How training of marketing executive done?

Training for marketing executives varies depending on the organization but

generally, the majority of the training will be on the job. However, formal
induction training may be offered by larger organizations offering graduate
schemes. Such inductions usually reflect the structure, culture and practices
of the organization.

There are also a variety of short, external courses available, specifically

designed for marketing professionals. For example, the Chartered Institute
of Marketing (CIM) runs a variety of short courses, which many
organizations encourage their employees to go on as part of their continuous
professional development (CPD). The Institute of Direct Marketing (IDM)
also offers a range of professional development and training courses.

Some employers encourage marketing staff to study towards the more

formal qualifications offered by the CIM and may offer financial support,
provide study leave, or both. Studying towards a CIM qualification requires
CIM membership but associated benefits include attending marketing
workshops and seminars free of charge or at a reduced fee.

The CIM qualifications, which usually take one year to complete, include:

• Introductory Certificate in Marketing - available to anyone wishing to

gain basic skills in marketing;
• Professional Certificate in Marketing - available to those in junior
marketing positions, those aspiring to a career in marketing or those
moving to marketing from other backgrounds;

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 • Professional Diploma in Marketing - for marketers concerned with
managing the marketing process at an operational level and looking to
progress into marketing management;
• Chartered Postgraduate Diploma in Marketing - for those who have
already gained significant knowledge and/or experience in marketing
- this qualification focuses on the strategic aspects of marketing
management.

What are the skill required in marketing executive?

The Marketing executive needs a good knowledge of the structure and
content of the English language including the meaning and spelling of
words, rules of composition, and grammar. The Marketing executive needs
knowledge of business and management principles involved in strategic
planning, resource allocation, human resources modeling, leadership
technique, production methods, and coordination of people and resources.
The Marketing executive must have knowledge of media production,
communication, and dissemination techniques and methods. This includes
alternative ways to inform and entertain via written, oral, and visual media.

The Marketing executive must give full attention to what other people are
saying, taking time to understand the points being made, asking questions as
appropriate, and not interrupting at inappropriate times. The Marketing
executive uses logic and reasoning to identify the strengths and weaknesses
of alternative solutions, conclusions or approaches to problems. The
Marketing executive needs to be able to persuade others to change their
minds or behavior in order to sell products or services. The Marketing
executive must be aware of others’ reactions and understanding why they
react as they do. Often Marketing Managers need to talk to others to convey
information effectively. While considering the relative costs and benefits of
potential actions to choose the most appropriate action for the purpose of
promoting their product or service.

The Marketing executive Job requires a person to be reliable, responsible,

and dependable in fulfilling obligations. They are required to be careful
about detail and thorough in completing work tasks. A Marketing executive
must be very pleasant with others on the job and display a good-natured,
cooperative attitude with clients as well. They must be honest and ethical in

27
their work and with their workers. The Marketing executive is required to
show a willingness to lead, take charge, and offer opinions and directions to
their crew. Most of all the Marketing executive r needs to be persistent in
the face of obstacles.

What is the career in marketing executive?

Promotion will generally be to marketing manager (usually after three to ten

years) and then marketing director (usually after 10 to 15 years).

Career progression is firmly linked to gaining relevant experience and key

transferable skills. One way of achieving this is by moving between in-
house departments or working in a marketing agency/consultancy for
several different clients. It may also be advantageous to move companies to
obtain more rapid career development.

Marketing professionals can choose to remain in a general marketing role or

specialize in a specific area of marketing, such as event management, direct
marketing, marketing communications or public relations. You may also
choose to become a freelance marketing consultant.

Increasingly, further qualifications, such as those offered by the Chartered

Institute of Marketing (CIM) are becoming a prerequisite for more senior
marketing positions.

The granting of chartered status for individuals who meet the stringent
criteria specified by the CIM has raised the image of the profession and
means that chartered marketers are now ranked alongside other chartered
professionals, such as surveyors and accountants.

What is importance of marketing executive in organization?

The Marketing executive formulates, directs and coordinates marketing
activities and policies to promote products and services, working with
advertising and promotion managers. The Marketing executive identifies,
develops, and evaluates marketing strategy, based on knowledge of
establishment objectives, market characteristics, and cost and markup
28
factors. Marketing executive direct the hiring, training, and performances
evaluations of marketing and sales staff and oversee their daily activities.

Often the Marketing executive evaluates the financial aspects of product

development, such as budgets, expenditures, research and development
appropriations, and return-on-investment and profit-loss projections. It is
important to develop pricing strategies, balancing firm objectives and
customer satisfaction by the Marketing executive. The Marketing executive
compiles lists describing product or service offerings. Importantly to initiate
market research studies and analyzes their findings. The Marketing
executive in order to perform his job must use sales forecasting and strategic
plan to ensure the sale and profitability of products, lines, or services,
analyzing business developments and monitoring market trends.

A Marketing executive coordinates and participates in promotional activities

and trade shows, working with developers, advertisers, and production
managers, to market products and services. The Marketing executive
consults with buying personnel to gain advice regarding the types of
products or services expected to be in demand.

Significant Point
• Keen competition is expected for these highly coveted jobs.
• College graduates with related experience, a high level of creativity,
and strong communication and computer skills should have the best
job opportunities.
• High earnings, substantial travel, and long hours, including evenings
and weekends, are common.
• Because of the importance and high visibility of their jobs, these
managers often are prime candidates for advancement to the highest
ranks.

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Key Competencies
 Excellent written and verbal communication skills
 Organization and planning
 Problem analysis and problem-solving
 Team-leadership
 Formal presentation skills
 Persuasiveness
 Adaptability
 Innovation
 Judgment
 Decision-making
 Stress tolerance
 Collaboration

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 Job Description
The work I have to do as a marketing executive in the company was as
follows:

Handling the Store

Tasks include taking care of the store, look after the customer requirement
their needs and to take care of their of the queries.

Selling the Products

Involve in direct interaction with the customer and to sell the products of the
Sony which includes LCD/LED,Mobile phone, Home theatre, Walkman
,Playstation etc

Handling the Customer Queries

Task includes to take care of the customer queries and difficulties and their
needs and their future expectation from the company

Tele calling

I was responsible for calling the customers for their problem or to

informed them about the product availability.

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Taking care of Store Staff

I got the task to looks after the store staff and to see whether they
face any difficulties in selling the products or closing the sales.

Market Survey

I got the task to find out the sales of others store located around
Bandra i.e Croma, Vijay Sales etc

Feedback

The last work was to take feedback from customer and their and their
thinking about the product and service we give to them. In this we came to
know the requirement of the product and also about the store like
Salesperson, environment of the store, location etc.

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 Conclusion

According to my internship of 60 days in Sony India ltd, it reveals

that Sony is real as well as a great leader in electronic and consumer
durable.

Sony is masters in Bravia LCD/LED TV; Cyber shot camera, and

vaio notebooks.

Sony has credibility in these products.

Sony as a brand is so popular in rich class people; they think it is

nothing but a status symbol.

Sony is facing tough competition with Samsung & LG because of

reasonable price & quality.

But whenconsidered service attitude, one pricing policy, promotion

policy, quality of a product, professional appearance & knowledge of
staff regarding product features and function, Sony is far ahead from
Samsung & LG.

Sony plays a vital role in consumer durable market

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 Bibliography

Websites :

www.google.com

www.wikipedia.com

www.ask.com

www.researchandmarket.com

www.sony.co.in

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