ADVERTISING IN

SAMSUNG MOBILES

SUMMER TRAINING PROJECT REPORT SUBMITTED TOWARDS PARTIAL FULFILLMENT OF

BACHELOR OF BUSINESS ADMINISTRATION

(Affiliated To Ch. Charan Singh University ,Meerut)

Academic Session (2007-2010)

SUBMITTED TO: MS. PALKA CHHILLAR LECTURER SUBMITTED BY: PAWAN KUMAR ROLL NO. 9351690

INSTITUTE OF MANAGEMENT STUDIES

C-238, BULANDSHAHR ROAD, LAL QUAN, PB NO-57, GHAZIABAD-201009

ACKNOWLEDGEMENT

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.

[PAWAN KUMAR]

PREFACE

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.

TABLE OF CONTENTS
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 Appendices Bibliography

2.INTRODUCTION

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
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 year common 200 5 200 6 200 7 147,299,3 37 147,299,3 37 147,299,3 37 preferred 22,833,42 7 22,833,42 7 22,833,42 7 total 170,132,7 64 170,132,7 64 170,132,7 64 common 16,679,04 0 18,540,68 4 20,872,26 1 preferred 2,179,69 3 2,579,69 3 2,979,69 3 Total 18,858,73 3 21,120,37 7 23,851,95 4 treasury stocks

shares outstanding year common 200 8 200 9 147,299,3 37 147,299,3 37 preferred 22,833,42 7 22,833,42 7 total 170,132,7 64 170,132,7 64 common

treasury stocks preferred 2,979,69 3 2,979,69 3 Total 23,243,12 2 22,007,64 3

20,263,42 9 19,027,95 0

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 Shareholdings Name Relationship Class of Stock Number of Shares * Samsung Life's ownership includes shares in special accounts Kun-Hee Lee Major shareholder Major shareholder Affiliate Common stock Preferred Stock Common stock Common stock 4,985,464 3.38 % of Total End of Quarter

Kun-Hee Lee Samsung Corporation Samsung Welfare Foundation Samsung Foundation of Culture Ra-Hee Hong

12,398

0.05

5,917,362

4.02

Affiliate

89,683

0.06

Affiliate

Common stock Common stock Common stock Common stock

37,615

0.03

Family member Family member Affiliate

1,083,072

0.74

Jae-Yong Lee Samsung Life Insurance

840,403

0.57

11,016,921

7.48

[ As of December 31, 2009 ](Unit: shares, %) Number of Shareholdings Name Relationship Class of Stock Number of Shares Samsung Life Insurance Samsung Fire & Marine Insurance Samsung Securities Samsung Securities Yoon-Woo Lee Affiliate Affiliate Affiliate Preferred Stock Common stock Common stock Preferred Stock Common stock Common stock Common stock Common stock Common stock Common stock 21,704 % of Total 0.10 End of Quarter

1,856,370

1.26

0.00

Affiliate

0.00

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 Chae-Woong Lee

BOD member

750

0.00

BOD member

50

0.00

[ As of December 31, 2009 ](Unit: shares, %) Number of Shareholdings Name Relationship Class of Stock Number of Shares Common stock Total Preferred stock Total 25,863,662 % of Total 17.56 End of Quarter

34,102 25,897,764

0.15 15.22

2) List of Shareholders with the Ownership of 5% and above [ As of December 31, 2009 ](Unit: shares, %) Ranks Name Common Stock Number of Shares 1 Citibank N.A Samsung 2 Life Insurance Total 19,938,249 13.54 3,540,859 15.51 23,479,108 13.80 11,016,921 7.48 21,704 0.10 11,038,625 6.49 8,921,328 Preferred Stock % of Total 15.41 Sub Total Number of Shares 12,440,483 % of Total 7.31

% of Number of Total 6.06 Shares 3,519,155

3) Minority Shareholders, Major Shareholder & Affiliates, and Other Shareholders [ As of December 31, 2009 ] Entity Minority Shareholders Total Minority Shareholders (institutions) Minority Shareholders (individuals) Major Shareholders Others Total Others (institutions) Others (individuals) Total Number of % of Number of Shares 99,621,086 % of Total 58.55

Shareholders Total 117,274 99.96

4,840

4.13

89,185,651

52.42

112,434 45 6 5 1 117,325

95.83 0.04 0.01 0.00 0.00 100.00

10,442,503 25,896,488 44,608,122 23,233,804 21,374,318 170,132,764

6.14 15.22 26.22 13.66 12.56 100.00

Vision
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 powerhouse.
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 companys 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 Samsungs 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 Indias 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 market.

WIRELESS INFRASTRUCTURE

Overview
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
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 IMT2000. 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 protocols.

2.2COMPANY PROFILE

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. part of the Samsung Electronics R & D organization. SISO is

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.

OUR CONTRIBUTION

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

AFFILIATED COMPANIES SAMSUNG SDI SAMSUNG Electro-Mechanics SAMSUNG Corning SAMSUNG Corning Precision Glass SAMSUNG SDS 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-ofthe-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 SLCD' 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
Growth 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)

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 Samsungs 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 companys 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-theart 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 products. 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 customers.

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 nonmemory, 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 Development. 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.

2.3PRODUCT PROFILE

Overview 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 circuitswitching 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 Worlds Best Mobile Phone, Samsung SGH D500 in the Indian market

Global digital technology leader, Samsung Electronics announced the launch of the Worlds Best Mobile Handset, the SGH D 500 in the Indian market. The SGH- D 500 was selected as the Worlds 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 Samsungs 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 Worlds 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 Worlds 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 Worlds 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 Samsungs 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.

PRODUCT | GSM GT-S5620

Network
GSM&EDGE Band

Display
Type : TFT Resolution : 240x400

Size
Weight : 92g Dimension : 108.8 x 53.7 x 12.4

Battery
Talk Time : 580min(2G), 290min(3G), 160min(VT) Standby : 760Hrs(2G), 450Hrs(3G)

Quick Spec

PRODUCT | GSM GT-C6112

Network
GSM/Edge

Display
Type : TFT Resolution : 320x240

Size
Weight : 112g Dimension : 105.8x50x16.5mm

Battery
Talk Time : Up to 570min Standby : Up to 380hr

Quick Spec

PRODUCT | GSM GT-B7610

Network
GPRS, 3G, HSPDA,

Display
Type : Resolution :

Size
Weight : 165g Dimension : 112.6 x 57.8 x 16.5 mm

Battery
Talk Time : up to 12 hrs /2G, Up to 6.8 hrs/3G Standby : 576hrs/GSM, 500hrs/WCDMA

Quick Spec

PRODUCT | GSM GT-B3410

Network
GSM, GPRS

Display
Type : TFT Resolution : 320x240

Size
Weight : 113.7g Dimension : 102.3x52.4x15.9mm

Battery
Talk Time : up to 12 hrs Standby : up to 450hr

Quick Spec

3.RESEARCH METHODOLOGY

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.

3.1 RESEARCH OBJECTIVES

MAIN OBJECTIVE o Analysis of current market scenario of mobile market with special reference to SAMSUNG IND.MOBILES.

SUB OBJECTIVES o To study the satisfaction level of cellular users in Sahibabad. o To study the buying behaviour of the customers.

o o

To understand the price sensitivity of the markit in respect to the telecom services. To identify customers opinion about Samsung Handsets.

o To identify the key buying factors which are used in hiring the telecom services. o To understand the various sales promotional schemes being offered by various mobile handsets providers.

3.2 THE RESEARCH DESIGN

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.

3.3 METHODS OF DATA COLLECTION

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 secondary.

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 questionnaire.

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 hoardings.

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 target.

3.4DATA ANALYSIS

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.

4. FINDINGS AND ANALYSIS

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 (whd) 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 Handsets.

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 standards.

One feature that most of the users probably prefer more than anything else is light weight of these handsets.

FINDINGS | AGE GROUP OF RESPONDENTS Age Group Respondents

15-25 26-35 36-45 above 45

Respondents (%)
38 27 19 16

Age group of respondents

15 - 25 16% 19% 27% 38% 26 - 35 36- 45 above 45

Figure1.1

FINDINGS | OCCUPATION OF RESPONDENTS

Occupation of Respondents
Businessmen Students Doctors Engineers Govt. servant Housewives Executives Traders Others

Respondents (%)
30 20 18 8 8 2 7 5 2

Occupation of respondents

8% 8%

2%

7% 5%

2% 30%

18%

20%

Figure1.2

FINDINGS | INCOME GROUP

Income Group (yearly)

Less than 50000 50000-150000 150000-300000 300000 & above

Respondents (%)
48 25 16 11

Income Group

11% 16% 25% 48%

Less than 50000 50000-150000 150000300000

Figure1.3

FINDINGS | MOTIVE BEHIND USING MOBILE Motive

Communication Snob value Good facility others

Respondents (%)
55 12 31 2

Motive behind using mobile

2% 31% 55% 12%

Communication Snob Value Good

Figure1.4

FINDINGS | DURATION OF USING MOBILE

Duration of using mobile

Less then one year 1-2 year 2-3 Year 3 & above

Respondents (%)
42 22 21 15

Duration of using mobile

15% 21% 22% 42%

Less than one year 1-2 year 2-3 year 3 & above

Figure1.5

FINDINGS | MOBILE OWNERS

Mobile Owners
B/W Color Bar Color Folder Bar Camera Folder Camera High-end Camera Phone

Respondents (%)
30 20 14 16 9 11

Mobile Owners

9% 16%

11%

30%

14%

20%

B/W Color Bar Color Folder Bar Camera Folder Camera High-end Camera Phone

Figure1.6

FINDINGS | USERS OF CAMERA User of Camera

Yes No

Respondents (%)
47 53

Frequency
Once in a Day Once in two Day Once in a Week Occasionally

Respondents (%)
50 23 10 17

users of Camera

Yes 53% 47% No

Frequency of accessing Camera

Atleast once a day 17% 10% 23% 50% Once in two day Once in a week

Figure1.7 & Figure1.8

FINDINGS | USERS OF VIDEO Respondents (%) User of Video

Yes No 28 72

Frequency
Once in a Day Once in two Day Once in a Week Occasionally

Respondents (%)
15 10 19 56

users of Video

28% 72%

Yes No

Frequency of accessing Video

Atleast once a day 15% 56% 10% 19% Once in two day Once in a week Occasionally

Figure1.9 & Figure1.10

FINDINGS | USERS OF FM

User of FM
Yes No

Respondents (%)
18 82

Frequency
Once in a Day Once in two Day Once in a Week Occasionally

Respondents (%)
76 15 5 4

users of FM

18% Yes No 82%

Frequency of accessing FM

Atleast once a 5% 4% 15% 76% day Once in two day Once in a week

Figure1.11 & Figure1.12

FINDINGS | USERS OF GPRS User of GPRS

Yes No

Respondents (%)
36 64

Frequency
Once in a Day Once in two Day Once in a Week Occasionally

Respondents (%)
6 19 18 57

users of GPRS

36% 64%

Yes

Frequency of accessing GPRS

Atleast once a day 6% 57% 19% 18% Once in two day Once in a week

Figure1.13 & Figure1.14

FINDINGS | AWRENESS ABOUT NEW LAUNCHINGS

Awareness
Yes No

Respondents (%)
42 58

Source of information
Media Retailer Friends others

Respondents (%)
46 30 18 6

Awareness about new launchings

42% 58%

Yes No

Media 18% 6% 46% 30% Retailer Friends Others

Figure1.15 & Figure1.16

FINDINGS | USERS OF SAMSUNG

User of Samsung
First time Switch over

Respondents (%)
46 54

Users of Samsung

First time 54% 46% Switch over

Figure1.17

FINDINGS | REASON FOR GOING THE SERVICE OF SAMSUNG

Reasons
Good reputation Low investment Brand quality

Respondents (%)
14 24 18 44

Features

Reason for going the service of Samsung

Good Reputation

14% 44% 18% 24%

Low initial Investment Brand quality Features

Figure1.18

FINDINGS | AWARENESS ABOUT SERVICES PROVIDED BY SAMSUNG

Awareness
Yes No Partially

Respondents (%)
65 25 10

Awareness about Services provided by Samsung

10%
Yes 25% 65% No

Figure1.19

FINDINGS | SWITCH OVER FROM

Switch over from

Nokia Sony Ericson L.G Motorola Others

Respondents (%)
7 32 20 30 11

Switch over from

11% 7% 30% 20% 32%

Nokia Sony Ericsion L.G Motorola

Figure1.20

FINDINGS | MARKET SHARE Market Share

Nokia Samsung L.G Sony Ericson Motorola

Respondents (%)
48 29 12 5 6

Market Share

Nokia 6% 5% 12% 48% 29% Samsung L.G Sony Ericson Motorola

Figure1.21

FINDINGS | SATISFACTION LEVEL (L.G)

Satisfaction level
Very satisfied Satisfied Neither/Nor Dissatisfied Highly Dissatisfied

Respondents (%)
22 48 15 8 7

Satisfaction level (L.G)

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

Figure1.22

FINDINGS | SATISFACTION LEVEL (SONY ERICSON)

Satisfaction level
Very satisfied Satisfied Neither/Nor Dissatisfied Highly Dissatisfied

Respondents (%)
7 35 45 10 3

Satisfaction level (SONY ERICSON)

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

Figure1.23

FINDINGS | SATISFACTION LEVEL (MOTOROLA)

Satisfaction level
Very satisfied Satisfied Neither/Nor Dissatisfied Highly Dissatisfied

Respondents (%)
30 18 32 12 8

Satisfaction level (MOTOROLA)

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

Figure1.24

5. LIMITATION OF RESEARCH
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 errors.

6. CONCLUSIONS AND RECOMMENDATIONS Mobile has become an important part of peoples life and it is no more a luxury. 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.

BIBILIOGRAPHY

Reference Book-

1) Kothari C.R. 2) Kotlar Philip 3) Kotlar and Armstrong 4) Intelligent computing CHIP, Volume 1, Issue 3

Research Methodology Marketing Management Principles of Marketing

website used-

1. www.in.samsungmobile.com 2. wap.in.samsungmobile.com 3. www.samsung.org 4.www.chip-india.com

ANNEXURE CONSUMER QUESTIONNAIRE

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? a. L.G b. SAMSUNG c. NOKIA d. SONY ERICSON e. MOTOROLA f. SIEMENS g. PANASONIC

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?

COMPANY

GSM

CDMA

L.G SAMSUNG NOKIA SONY ERICSON MOTORALA

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 [1] L.G [2] SONY ERICSON [3] NOKIA [4] MOTOROLA

6) Which attribute characteristic have you most preferred? Attribute 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 Name______________________________ Address____________________________ Tel.no _____________________________

REMARKS