A PROJECT REPORT ON MARKET SCENARIO OF SAMSUNG MOBILE SUBMITTED TO UNIVERSITY OF PUNE FOR THE PARTIAL FULFILMENT OF BBA DEGREE

BY SHASHANK SHUBHAM BBA 3RD YEAR UNDER GUIDENCE OF PROF. URMILA V. PATIL THROUGH

SINHGAD TECHNICAL EDUCATION SOCIETYS NIVRUTTI BABAJI NAVALE COLLEGE OF COMMERCE KUSGAON (BK), LONAVLA, PUNE 2011-2012

ACKNOWLEDGEMENT

ACKNOWLEDGEMENT

I EXPRESS MY SINCERE THANKS TO MRS.URMILA PATILFOR ARRANGING SUCH A VALUABLE AND RESOURCEFUL PROJECT ON MARKET SCENARIO OF SAMSUNG MOBILE IN JAMSHEDPUR CITY. I WOULD LIKE TO THANKS TO MR. RAVI SHARMAPROPRIETOR OF THE SHOWROOMSAMSUNG PLAZAWHO HAD GUIDED ME THROUGH OUT THE PROJECT WORK AND HELPED ME TO MAKE THIS MORE MEANINGFUL. THE GUIDANCE AND SUPPORT OF MY TEACHERS IS THE MAIN MOTIVATIONAL FORCE IN THE SUCCESSFUL COMPLITION OF THE PROJECT. LAST BUT NOT THE LEAST, I WOULD LIKE TO THANKS THE ALMIGHTY AND MY PARENTS AND MY FRIENDS FOR BEING WITH ME THROUGH OUT THE PROJECT.

SHASHANK SHUBHAM

INDEX

TABLE OF CONTENT
SR.NO. 1 2 3 4 5 6 7 8 9 10 11 12 DISCRIPTION INTRODUCTION COMPANY PROFILE PRODUCT PROFILE RESEARCH OBJECTIVES RESEARCH DESIGN LIMITATION ANALYSIS INTERPRETATIONS OBSERVATION AND FINDING RECOMENDATIONS CONCLUSIONS BIBLIOGRAPHY ANNEXURE PAGE NO. 06 09 13 24 26 29 31 45 48 50 52 54

INTRODUCTION

INTRODUCTION
Marketing management is the art and science of choosing target market and getting and keeping and growing customer through creating delivering and communication superior customer value. The aim of marketing is to meet and satisfy target customers needs and wants. The scenario of market gives us a panoramic view of individuals Behavior and functioning of organization , how they select buy use and dispose of goods, services ideas or experiences to satisfy their needs and desires. Behavior and functioning of organization, how they select buy use and dispose of goods, services ideas or experiences to satisfy their needs and desires. Understanding the market scenario and studying the current pattern is never easier, as the definition of the customers need changes frequently but steel to keep head above the current scenario of the product helps a lot. It shows the company standing with respect to other in the field. It can show the shortcomings of the company due to which it sales may be dwindling. Depending upon the current trend the company formulates its strategies and policies in advance and it helps to wipe its redundant matters, which will help him in cost cutting. Dealer is member of marketing channel and performs numerous key functions. They gather information about potential and current customers, competitors and other factors and forces in marketing environment. They place order with manufactures. They provide loans for the convenience of buyers. Dealers provide services to the customers and make them available. Dealers are in close contact with customers. They can identify market trends and inform company. So that the latter can do the concern things in appreciation of the company. So its also very important for the company to make their dealers to believe in their product.

I accomplish my project in the study of market scenario of SAMSUNG MOBILE HANDSETS. This research aims at understanding customers and dealers needs and wants and means to satisfy them and to understand the shortcomings of Samsung mobiles if any.

COMPANY PROFILE
COMPANY PROFILE
Following are some important developments in Samsung electronics focusing on the India network, R & D department & the products of SAMSUNG. 1. TIMELINE AND HISTORY FEBRUARY 2005 MR. S.H.OH appointed as the President and Chief Executive officer of SAMSUNG South West Asia. NOVEMBER 2004 SAMSUNG received the golden peacock special Commendation certificate for Corporate Social Responsibility (Private Sector) for the year 2004 from

MR. Shivaji Patel, Union Home Minister. FEBRUARY 2004 India made regional Head Quarters for SAMSUNG South West Asia. FEBRUARY 2004 MR. K.S.KIM appointed as the first President and Chief Executive Officer of SAMSUNG South West Asia. NOVEMBER 2003 Inaugurated SAMSUNGS New, High-tech, advanced Refrigerator facility.

AUGUST 2003 JUNE 2003

Commencement of production at refrigerator facility in Noida. Merger of SIEL with SEIIT. Software Technology Park set up at Noida.

OCTOBER 2002

SAMSUNG unveils new technology for Consumer Home Entertainment (Denel)

FEBRUARY 2002

SAMSUNG India Commences domestic production of Air Conditioner.

2. GOALS OF SAMSUNG INDIA

SAMSUNG India aims to be the BEST COMPANY in India by the year 2008. BEST COMPANY in terms of both the internal work place environment as well as the external context in which the company operates. SAMSUNG aims to grow in India by contributing to the Indian Economy and making the life of its consumers simpler, easier and richer through its superior quality products.

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MR. S.H.OH, President & CEO of SAMSUNG South West Asia Regional Headquarters states that, Our aim is to gain technological leadership in the Indian marketplace even as our goal is to earn the love and respect of more and more of our Indian consumer.

MARKET SCENARIO OF SAMSUNG MOBILE HANDSETS SAMSUNG INDIA ELECTRONICS:Year of Launch Investments Indian Revenue (2005) Global Revenue 1995 $111 million Rs. 5900cr. $37.2 billion

Largest Player in Computer Monitors, TFT LCD display devices. Second Largest Player in Washing Machine (17.5%), Cell Phones, Televisions (16%). Lear in flat TVs (27%)

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PRODUCT PROFILE

PRODUCT PROFILE
The SAMSUNG MOBILE handset is fast emerging as a growing group of industries. In recent times it has launched various products to suffice the ever changing needs of customers. Following is given some specific features of SAMSUNG MOBILE handset.

SAMSUNG GURU E1081T: 2G NETWORK 3.5 MM JACK GAMES STANDARD BATTERY, Li-ION 800 mAh

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 MP3 RINGTONES

SAMSUNG HERO PLUS B159: 2G NETWORK POLYPHONIC RINGTONES 3.5 MM JACK 597 KB INTERNAL MEMORY GAMES STANDARD BATTERY, Li-ION 800 mAh

SAMSUNG CH@T 322: 2G NETWORK

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 3.5 MM JACK 8GB MEMORY GPRS JAVA 1.3 MP CAMERA STANDARD BATTERY, Li-ION 1000 mAh 500 H Stand-By RADIO

SAMSUNG E2330: 2G NETWORK MP3 RINGTONES 3.5 MM JACK 8 GB MEMORY VGA CAMERA

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 GAMES JAVA STANDARD BATTERY, Li-ION 800 mAh

SAMSUNG GALAXY FIT S5670:-

2G,3G NETWORK 3.5 MM JACK 32 GB MEMORY EDGE GPRS WLAN 5MP CAMERA ANDROID OS JAVA STANDARD BATTERY, Li-ION 1350 mAh

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SAMSUNG S8530 WAVE II:-

2G,3G NETWORK MULTIOUCH 3.5 MM JACK 32 GB MEMORY WLAN EDGE GPRS 5MP CAMERA BADA OS JAVA STANDARD BATTERY, Li-ION 1500 mAh

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SAMSUNG YP-GB70D: 5 MP CAMERA Wi-Fi802.11 16/32 GB Storage Memory Android OS Standard Battery , Li-Po2500 mAh Geo-tagging, face and smile detection

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SAMSUNG GALAXY NOTE 10.1 N8000: 3.15 MP CAMERA 2G,3G NETWORK MULTITOUCH 3.5 MM JACK ANDROID OS 16/32/64 GB STO

SAMSUNG C3330 CHAMP 2: 2 MP CAMERA MP3 RINGTONES 3.5 MM JACK 16 GB MEMORY EDGE JAVA

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SAMSUNG S8600 WAVE : 2G/3G NETWORK 5 MP CAMERA 3.5 MM JACK MULTITOUCH 32 GB MEMORY EDGE BADA OS JAVA

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RESEARCH OBJECTIVES

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RESEARCH OBJECTIVES

1) To find out current profile of SAMSUNG MOBILE handsets. 2) To give suggestions for improvement.

3) To learn about customer response towards Samsung mobile.

4) To study the distribution system of Samsung Mobiles.

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RESEARCH DESIGN

RESEARCH METHODOLOGY

1. DATA TYPE: Primary data and Secondary data

2. DATA RESOURCE:
Primary data: I Have collected Primary data from
Consumers and Dealers Using questionnaire and also by Taking personal interview.

Secondary Data: I have collected secondary data from

Company Websites & Brochures also a book of Marketing Management written By Philip Kilter And a book of Research Methodology written by C.R.Kothari.

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5) RESEARCH INSTRUMENT: Questionnaire were used for both dealers & customers as A research instrument.

6) RESEARCH TERRITORY JAMSHEDPUR City.

6.

SAMPLING PLAN: A) FOR DEALERS: (50) SAMPLING UNIT:

Dealers of Mobile in Jamshedpur City.

B) FOR CUSTOMER: SAMPLING UNIT:

Mobile Users in Jamshedpur City.

SAMPLING METHOD:
Random Sampling Method

SAMPLING SIZE:
50 Samples.

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LIMITATIONS

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LIMITATIONS
1. The research is limited to Jamshedpur City. 2. The Research is limited to period of research. 3. All the information is collected through survey, thats why some collected information may not be true. 4. Sample size selected may not give a true presentation of entire market.

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ANALYSIS AND INTERPRETATIONS

ANALYSIS AND INTERPRETATION (A) FOR DEALERS: Q1. WHICH BRAND OF HANDSET DO YOU DEAL IN? HANDSET NOKIA SAMSUNG LG PANASONIC MOTOROLA Total RESPONDENTS 20 18 3 1 8 50 % 40% 36% 6% 2% 16% 100%

INTERPRETATION:

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We can infer that all the dealers, which are, surveyed deal in Nokia, followed by SAMSUNG and then Motorola At the third place.

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02) WHAT IS YOUR AVERAGE MONTHLY SALE OF HANDSETS (IN NOS)? FREQUENCY 0-10 10-20 20-30 30-40 40-50 50-60 60-70 70-80 80-90 ABOVE 90 TOTAL RESPONDENTS 0 3 9 8 7 6 5 4 4 4 50 PERCENTAGE 0% 6% 18% 16% 14% 12% 10% 8% 8% 8% 100%

INTERPRETATION:
Maximum dealers sell Handsets in Range 20-30 & 30-40 followed by dealers able to set in range 40-50 on monthly basis.

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03) WHICH IS THE HIGHEST SELLING BRAND? COMPANY NOKIA LG SAMSUNG PANASONIC MOTOROLA TOTAL RESPONDENTS 25 0 15 0 10 50 PERCENTAGE 50% 0% 30% 0% 20% 100%

INTERPRETATION:
Maximum dealers feel that Nokia is the highest selling brand followed by SAMSUNG and Motorola.

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04) DO YOU DEAL IN SAMSUNG MOBILE HANSET? YES 43 NO 7

INTERPRETATION:
According to survey, 86% of dealers surveyed deal in SAMSUNG.

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05) HOW WILL YOU RATE COMPANY SCHEME?

RATED REMARK PTS(R) 4 3 2 1 EXCELLENT GOOD AVERAGE POOR

NOKIA SAMSUNG LG PANASONIC MOTOROLA 43 4 3 39 6 3 2 13 15 10 12 5 15 15 15 37 7 3 3

INTERPRETATION:
From the above analysis we can infer that Nokia provides with the best scheme as it has got excellent rating while dealers perceive that schemes of Motorola & SAMSUNG are good and that of Panasonic and LG are still poor.

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Q6) DO COMPANIES SUPPORT FINANCIALLY FOR PROMOTION AT DEALERS POINT? COMPANY NOKIA SAMSUNG LG PANASONIC MOTOROLA RESPONDENTS YES YES YES YES YES

INTERPRETATION:
We can infer that all the companies support financially for promotion at dealer point of view.

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Q7) HOW DO YOU RATE THE ADVERTSING SUPPORT FROM THE COMPANY? RATED REMARK PTS 4 3 2 1 EXCELLENT GOOD AVERAGE POOR NOKIA SAMSUNG MOTOROLA PANASONIC LG 35 13 2 23 20 4 3 20 28 2 7 19 14 10 9 20 17 4

INTERPRETATION:
From The above analysis we can infer that the advertising support from Nokia is excellent while SAMSUNG & Motorola Ratings are next to good and Panasonic and LG are still poor.

Q 8) WHAT IS THE PROBLEM FACED BY SAMSUNG MOBILE HANDSETS?

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PROBLEMS Network problem Ring tone problem Price factor Looks Low variety Difficult Function Lapses in schemes TOTAL

RESPONDENTS 15 10 5 7 8 0 5 50

PERCENTAGE 30% 20% 10% 14% 16% 00% 10% 100

INTERPRETATION:
These are the above problem that are commonly faced by SAMSUNG HANDSET according to survey

Q 9.) WHAT CRUCIAL CHANGES SHOULD BE MADE IN SAMSUNG MOBILE HANSETS SO THAT THEY CAN BETTER COMPETE IN MARKET? PARAMETERS Advertisement Price Looks Aggressive Marketing Scheme Improvement Inserting new edge technology TOTAL RESPONDENTS 9 3 5 10 15 8 50 PERCENTAGE 18% 6% 10% 20% 30% 16% 100%

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INTERPRETATION:
The above analysis shows that its very important to make changes in the above fields in the direction of appreciation of the SAMSUNG HANDSETS.

(B). FOR CONSUMER Q.1 WHICH BRAND OF HANDSET DO YOU USE? COMPANY NOKIA SAMSUNG LG MOTOROLA PANASONIC OTHERS 28 7 4 5 2 1 RESPONDENT

INTERPRETATION:
From the above analysis its very clear that Nokia holds more than 50% of the consumer and all other competitors to Nokia are still very weak.

Q.2 WHAT WERE THE REASON FOR NOT OPTING SAMSUNG? PARAMETERS PRICE FACTOR NETWORK PROBLEM RING TONE FUNCTION LOW VARIETY NOT INTERESTED TOTAL RESPONDENT 5 3 13 18 6 5 50 PERCENTAGE 10% 6% 26% 36% 12% 10% 100%

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INTERPRETATION:
Function, Ring tone,and low variety are the major problem faced by customers according to survey.

Q3. WHERE DO YOU HEAR MAXIMUM OF SAMSUNG MOBILE HANDSETS? PARAMETRS NEWS PAPER TELEVISION ADVERTISEMENTS COLLEGES/FRIENDS OTHERS TOTAL RESPONDENT 10 35 3 2 50 PERCENTAGE 20% 70% 6% 4% 100%

INTERPRETATION:
It has been found that consumers hear maximum of SAMSUNG MOBILE handsets Television Advertisement.

Q.4 WHAT SHOULD BE THE CHANGES MADE THAT WILL IMPROVE THE SALE OF SAMSUNG MOBILE HANDSETS?

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PARAMETRS PRICE NETWORK RINGTONE LOW VARIETY FUNCTION LOOKS TOTAL

RESPONDENT 5 7 2 5 11 20 50

PERCENTAGE 10% 14% 4% 10% 22% 40% 100%

INTERPRETATION:
It has been found that consumers want something experimental in regard to looks and functions provide by SAMSUNGS MOBILE handsets.

FINDINGS
FINDINGS
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Its been found that all the dealers surveyed deal in Nokia. 86% of the dealers surveyed deal in SAMSUG. Nokia is the highest selling brand with all the dealers. SAMSUNG promotional schemes are next to good but still it has a great scope of improvement. Survey reveals that all the companies that are surveyed support financially for promotion. The advertising support of the company is good but its facing the heat from Nokia and LG. SAMSUNG MOBILE handset faces a major problem of Funtions and low variety. SAMSUNG should make crucial changes in terms of its price marketing strategies and inserting new technologies.

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B. CONSUMER BEHAVIOUR.

Its been found 56%of the consumer use Nokia handsets which are followed by SAMSUNG with a share of 14%.

Functions, Looks, Low variety are major problem for ignoring SAMSUNG MOBILE handsets.

Television advertisement plays major role for promotion of handsets.

It has been found that customer want something experimental in regard to looks, and Functions provided by SAMSUNG MOBILE handsets.

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RECOMMENDATIONS

RECOMMENDATIONS
1. 2. 3. 4. 5. SAMSUNG should increase its dealer network & try to Make SAMSUNG MOBILE easily available SAMSUNG should renovate its promotional schemes & should take care that they are more trendy & catchy. SAMSUNG should work more on its advertising factor as it place a bigger role in making customers mind. SAMSUNG MOBILE should increase its variety in its handsets. It should give wide range of models keeping common man in mind & also for the upper class. SAMSUNG should follow aggressive marketing policy & if possible should lower down the rates

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6.

SAMSUNG should concentrate more on television advertisement as it plays a major influential factor among customers.

Conclusion

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Conclusion

Perceiving consumers & providing them with goods & services that will suite his need & wants if the key challenge for the marketer. Project on market share & consumer behavior underlines this key challenge of understanding consumer behavior & the output of the research activity helps in understanding the consumer behavior related to SAMSUNG goods along with market share Dealers expectation with respect to mobile handset was very important to understand as dealers are indirect representative of the customer to a product. Personal interviews with this size sample size helped in predicting the consumer behavior of JAMSHEDPUR City at large. Dealers wants that company should take there burden of advertising the product to some extent & should market its aggressively so that it can sell it with more ease. The company should solve major problem of low variety network & Function. This will help the company to a great extent in making whooping turnover & increasing the profitability. Nokia is the leader in mobile handsets but still SAMSUNG has great potential in making Nokia review its policy.

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BIBLIOGRAPHY

BIBILOGRAPHY

1. MARKETING MANAGEMENT 10th EDITION 2. RESAERCH METHODOLY 12th EDITON (REVISED) 3. SAMSUNG WEB SITE 4. SAMSUNG SHOWROOM

BY- PHILIP KOTLER

BY -C.R. KOTHARI

WWW. SAMSUNG .COM BISTUPUR MARKET, JAMSHEDPUR..

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ANNEXURE
QUESTIONNAIRE FOR DEALERS. Q.1 NAME: ___________________________. Q.2 AGE GROUP: ___ 10-20 { } 20-30{ } 30-40 { } 40-50 { } ABOVE 50 { }. Q.3ADDRESS: _________________________.

Q.4WHICH BRANDS OF HANDSET DO YOU DEAL IN?

1. NOKIA 2. SAMSUNG 3. MOTOROLA 4. PANASONIC 5. OTHERS

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05) WHAT IS YOUR AVERAGE MONTHLY SALE OF HANDSETS

(IN NOS)?
0-10 ( ) 10-20 ( ) 20-30 ( ) 30-40 ( ) 50-60 ( ) 60-70 ( ) 70-80( ) 80-90 ( ) 90 ++ ( ) Q6) WHICH IWS THE HIGHEST SELLING BRAND? _________________________________________ Q7) DO YOU DEAL IN SAMSUNG? a) YES ( ) b.) NO ( )

Q8) HOW WILL YOU RATE COMPANIES PROMOTIONAL SCHEMES? A= EXCELLENT BRANDS NOKIA SAMSUNG PANASONIC LG MOTOROLA B= GOOD C= AVERAGE D= POOR RATINGS

Q9) DO COMPANIES SUPPORT FINANCIALLY FOR PROMOTION AT DEALERS POINT?

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BRANDS NOKIA SAMSUNG PANASONIC LG MOTOROLA

YES/NO

Q10) HOW DO YOU RATE THE ADVERTSING SUPPORT FROM THE COMPANY? A= EXCELLENT D= POOR BRANDS NOKIA SAMSUNG PANASONIC LG MOTOROLA RATING B= GOOD C= AVERAGE

Q11) WHAT ARE THE PROBLEM FACED BY SAMSUNG MOBILE HANDSETS? PROBLEMS Network problem Ring tone problem Price factor Looks Low variety Difficult Function RESPONDENTS

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Lapses in schemes

Q 12) WHAT CRUCIAL CHANGES SHOULD BE MADE IN? SAMSUNG MOBILE HANSETS SO THAT THEY CAN BETTER COMPETE IN MARKET? PARAMETERS Advertising Price Looks Aggressive Marketing Dealers follow up Scheme improvement Inserting new age technology RESPONDENTS

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QUESTIONNEIRE FOR CUSTOMERS

Q.1 NAME: ___________________________. Q.2 AGE GROUP: ___ 10-20 { } 20-30{ } 30-40 { } 40-50 { } ABOVE 50 { }. Q.3ADDRESS: _________________________. Q4) OCCUPATION: _________________. Q5) WHICH BRAND OF HANDSET DO YOU? COMPANY NOKIA SAMSUNG LG MOTOROLA PANASONIC OTHERS RESPONDENTS

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Q6) WHAT ARE THE REASONS FOR NOT USING SAMSUNG HANDSETS? PARAMETERS PRICE FACTOR NETWORK PROBLEM RING TONE FUNCTION LOW VARIETY NOT INTRESTED RESPONDENTS

Q7) WHERE DO YOU HEAR MAXIMUM OF SAMSUNG MOBILE HANDSET?

PARAMETERS Newspaper Television advertisement Colleges/Friends Others

RESPONDENT

Q8) WHAT SHOULD BE THE CHANGES MADE THAT WILL IMPROVE THE SALE OF SAMSUNG MOBILE HANDSET? PARAMETERS PRICE NETWORK RESPONDENTS

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RING TONE LOW VARIETY FUNCTION LOOKS

Q9) WHICH FUNCTIONOF SAMSUNG YOU USE MOSTLY? GPRS { } INFRA RED { } BLUE TOOTH { } OTHER THAN THIS _________.

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