Samsung

WINTER INTERNSHIP
PROJECT
ON
CHANNEL MAPPING &

MARKET SHARE ANALYSIS OF
SAMSUNG VS COMPETITION
SAMSUNG INDIA ELECTRONICS PVT LTD.
SUBMITTED BY:
INSTITUTE OF MARKETING & MANAGEMENT
1
UNDERTAKING
It was really an overwhelming and enriching experience to work with an

esteemed organization like Samsung India Electronics Pvt. Ltd. I would like
to thank the organization for giving me such a remarkable opportunity to
prove my prowess.
I, Vishrut Singh Seera, student of PGDBM course in IMM 2006-2008 batch

hereby declare that the information given in this report is genuine, original
and is not copied from anywhere.
VISHRUT SINGH SEERA
2
CONTENTS
S.No PARTICULARS PAGE NO.

1. Executive Summary 5-6
2. Objectives 7
3. Methodology of the Study 8-10
4. Introduction to SIEL 11-17
5. SIEL Product range 18
6. IT Hardware Technologies 19-24
7. Product Overview 25-37
10 Market Size of IT Products in Delhi 38-58
Market
11. Data Analysis & Interpretation of Dealer 59-68
Survey
12 Data Analysis & Interpretation of 69-83
Consumer Survey
13 Key Findings 84-85
14 Channel Management Strategies 86
15. Limitations of the study 87
16. Appendices(Questionnaires) 88-93
17. Bibliography 94
3
EXECUTIVE SUMMARY
This project on “Channel Mapping and Market Share Analysis” is basically done
by two different surveys:
1. Dealer Survey
2. Consumer Survey
I have covered 62 dealers who sell IT hardware in the Delhi Market and 70
customers who were buying IT hardware or are aware of IT hardware products.
I. Introduction to Samsung India Electronics Pvt. Ltd. With its

product range
II. About LCD & CRT Displays: Explaining about LCD’s & CRT’s by
explaining how actually both of them work and also comparing between LCD
& CRT Televisions by their features.
III. LCD & CRT Monitors of SIEL: Showing each and every model of
Samsung India LCD’s & CRT’s through their pictures and also explaining the
features of each & every model which helps to make a comparison.
IV. Market Size of LCD & CRT Monitors: Displaying the market share in
Delhi with the help of tables and pie diagrams of all the dealers who sell
LCD’s & CRT’s from all the four zones.
V. Analysis and Interpretation of data from Dealer Survey: Segment

wise Data Analysis with the help of tables and diagrams with conclusion from
the Responses of dealers like counter size, number & name of brands sold by
them, estimated growth taken place and expected in the future.
VI. Analysis and Interpretation of data from Consumer Survey:

Data Analysis with the help of tables and diagrams with conclusion from the
responses of various consumers related to awareness of particular brands,
4
preference of a particular brand of product & the reason for that, whether offers
attract them & which offers.
VII. Findings and Recommendations:
Findings from the study
• Samsung has got the highest market share in LCDs as well as in CRTs.
• Samsung has the highest market share in all the zones.
• Samsung innovates and updates its product lines at regular intervals of
time.
• Samsung has got maximum number of product series in comparison to
other brands.
• Consumer considers every factor while purchasing IT products.
• Offers play a major role in attracting customers for purchasing IT
products.
Recommendations to Company
• Company should regulate pricing strategy between all levels of

distribution.
• Company should conduct regular training programmes.
• Samsung should focus on the point of contact with customers, i.e.,
retailers and make sure they are satisfied.
• Also, the company should continuously attract the customers by
providing them promotional offers.
• The company should work more on price, so that it can be reduced to
competitor levels.
• Samsung should also conduct an advertising campaign stressing on the
benefits and advantages of a Samsung product over its competitors. They
should display its technological advancement and superiority also.
5
OBJECTIVES
 To make a detailed study of the IT hardware market in terms of

its
 Market Size
 Future Market Growth Potential
 To record the counter size as well as the different brands kept by
different dealers in respect to IT hardware products.
 To record who are the major players of LCD/CRT monitors, as
well as Hard disks and Optical Drives.
 To know the awareness of the brands among consumers and
which brand is preferred by them.
 To understand the reason for the preference of a particular brand
amongst both Dealers and Consumers:
 Factors that consumers consider while making a purchase.
 Motivations of a dealer to sell a particular brand of product.
 To know whether any offer attracts the consumer to purchase

from a particular company’s brand.
 To know what benefits a dealer wants so that he is satisfied in
selling the products.
6
METHODOLOGY OF THE STUDY
• DATA COLLECTION METHODS

Data is collected by survey method. Considering the importance of the topic 2
different surveys were done:
a) DEALER SURVEY
b) CONSUMER SURVEY
• RESEARCH INSTRUMENTS
The research instrument or the tools used by me for collecting data are
• Questionnaire
• Personal Interview
Two different Questionnaires were design to gather the information from

dealers as well as customers which are having objective type, dichotomous
type, multiple choice and open type questions. The questions are easy to
understand and in such a way that the answer can be given in the form of Yes
and No or in simple queries or in multiple choices. I offered dealers as well as
respondents a number of specific alternative from which they were asked to
choose one or more through specific information. All these served me a
helping hand in the explanatory stage of my Research. In my study various
tables & diagrams are drawn .These tables help me to calculate percentage of
respondents Thus it is easier to know dealer as well as public opinion about
the products.
7
• SAMPLING SIZE: Following persons were surveyed.
 DEALERS - 62
 CONSUMERS - 70
• SAMPLING PLAN OF DEALER SURVEY: Information is

gathered from a sample drawn from four Different zone dealers These are:-
1. NORTH DELHI
 PITAMPURA
 WAZIRPUR
 PUNJABI BAGH
2. SOUTH DELHI
 NEHRU PLACE
 KALKAJI
 BHIKAJI CAMA PLACE
 KAILASH COLONY
 LAJPAT NAGAR
 SHAHPUR JAT
 EAST OF KAILASH
 SANT NAGAR
3. WEST DELHI
 RAJOURI GARDEN
 JANAK PURI
 KAROL BAGH
8
 PATEL NAGAR
4. EAST DELHI
 LAXMI NAGAR
 PREET VIHAR
 ANAND VIHAR
 SHAKARPUR
 KRISHNA NAGAR
 SHAHDARA
 MAYUR VIHAR
• SAMPLING PLAN OF CONSUMER SURVEY: Information is

gathered from sampling units which are chosen randomly. These mainly
consist of job holders, businessmen as well as some students. Survey was
mainly done in the areas like:
 GURGAON MALLS
 LAJPAT NAGAR MARKET
 YUSUF SARAI MARKET
 QUTAB INSTITUTIONAL AREA
 NEHRU PLACE
9
INTRODUCTION
Samsung India Electronics Private Limited (SIEL) is the Indian subsidiary of the US
$55.2 billion Samsung Electronics Corporation (SEC) headquartered in Seoul, Korea. It
is the hub of Samsung’s South West Asia Regional Operations, and looks after its
business in Nepal, Bangladesh, Maldives & Bhutan besides India. SIEL commenced
operations in India in December, 1995. Initially, a player only in the Colour Televisions
segment, it later diversified into colour monitors (1999) and refrigerators (2003). Today,
it is recognized as one of the fastest growing brands in the sphere of digital technology,
and enjoys a sales turnover of over $ US 1 billion in a just a decade of operations in
India. SIEL is the market leader in high end digital television (Plasma, LCD and DLP).
In the highly competitive Colour Television market in India, Samsung holds the No. 2
position in the Flat Television category, Frost Free refrigerators as well as in the
Microwave oven segment.
10
VISION: Samsung India aims to be the ‘Best Company’ in India by the Year 2006. ‘Best
Company’ in terms of both the internal workplace 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 lives of its consumers simpler, easier and richer
through its superior quality products.
“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 consumers.”
Mr S.H. Oh, President & CEO

Samsung South-West Asia Regional Headquaters
Samsung in India has a presence in the following areas of business:

• Consumer Electronics (CE)/Audio Visual (AV) Business
• Home Appliances (HA) Business
• Information Technology (IT) Business
Its operations are broadly divided into the following key sub-functions:
• Sales & Marketing
• Manufacturing
• Software Centre Operations
THE SALES & MARKETING FUNCTION: Headquartered in New Delhi,

Samsung India has a network of 19 branches and 16 Area Sales Offices (ASOs) located
all over the country, and the number is expected to grow, as the organization continues to
expand its horizons.
The Sales & Marketing function at Samsung is primarily divided into two categories:
• Sales & Marketing (IT)
• Sales & Marketing (AV/HA)
Apart from sales to households through its robust distribution channel, SIEL also
has a huge clientele in the Institutional Sales space. Therefore, there is a separate
department devoted completely to this function. It is the VMB (Vertical Market
Business) department that is responsible for making sales to institutions such as airports,
hotels, banks, movie theatres, etc.
Corporate Marketing is aimed at strengthening Samsung as a brand among the dealers,

distributors, and end customers. Hence, the activities covered under this function include
formulating and announcing promotional schemes for both the trade partners as well as
the end customers. Moreover, it also plays an instrumental role in ensuring brand
visibility through corporate sponsorships, and planning, managing and organizing various
events and product launches.
11
Another function of the sales & marketing function at SIEL is public relations, also
known as corporate communications. Here, the scope of activities includes maintaining
liaison with the media, organizing corporate social responsibility initiatives, website
management, corporate literature, etc.
THE MANUFACTURING FUNCTION: SIEL has its manufacturing facility at

Noida, U.P. This is the state-of-the-art, high-tech facility for manufacturing Color
Televisions, Color Monitors, and Washing Machines & Refrigerators. This
manufacturing unit consists of sophisticated facilities with latest Auto Insertion
Machines, Auto PCB Tester, High Efficiency Module Conveyor, and all modern
machines geared up for High Speed, High Volume & Very High Quality Production.
SIEL firmly believe that continuous innovation is the key to making path-breaking
improvements in our products & processes and achieve productivity goals beyond
imagination. Samsung uses many tools for innovation such as “Reduced 7 Type of
Wastage & Six Sigma”. Our commitment to grow through continuous innovation has
helped us improve our productivity by 200% in the last 5 years.
The manufacturing capacities of the Samsung products manufactured in India (as of Year
2004) are :
PRODUCT CAPACITY DETAILS
CTV 1.5 million Curved & Flat TVs
Colour Monitor 1.5 million CRT & TFT LCD Monitor
Refrigerator 0.6 million Frost-free and Conventional
Refrigerators
Washing 0.5 million Fully Automatic and Semi
Machine Automatic
AC 0.4 million Window and Split ACs
Samsung India is also instrumental in carrying out Hardware Research & Development at
its Noida R&D Centre. The focus of the R&D Centre is to customize both Consumer
Electronics and Home Appliances’ products to better meet the needs of the Indian
customer. From color televisions designed for higher sound output, to washing machines
with special “Sari Wash Course”, DNIe vision series of Flat CTVs especially designed
for the Indian market to Samsung mobiles with regional languages menus, the Samsung
R&D Centre in India is helping the company to continuously innovate and introduce
products customized for the Indian market.
THE R&D CENTRE: SIEL Software R&D Center was set up in September 2002 as a
Software R & D Center in Noida, U.P. SIEL Software Center is involved in the business
of developing embedded and desktop software for Samsung Electronics Corporation in a
12
variety of areas related to Analog and Digital TV, Monitors and other Multimedia
technologies.
SIEL Software Center has successfully completed more than two hundred projects in
collaboration with Samsung Headquarters Visual Display and Digital Media divisions
(Korea). SIEL Software Center engineers continuously strive to improve the performance
and introduce innovative features to make the end products more efficient and user
friendly. SIEL design and implement some of the critical components for products such
as next generation CRT and Projection TVs, Plasma and LCD TVs, DLP TVs, Digital
TV Set Top Boxes, DVD Players, MP3/Video players, PDAs, 2D/3D Graphics Engines,
Camcorders, Multimedia applications etc., and believe in following optimized and
stringent quality processes to build these world leading products.
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.
Samsung Electronics brings a very enriching entertainment experience to the consumers

worldwide through its cutting edge technologies. They aim to revolutionize the way and
break the barriers to ride on the frontiers of technology to provide superior quality
products to Samsung's customers. Engineers continuously strive to improve the
performance and introduce innovative features to make these products very user friendly.
SIEL follow optimized and stringent quality processes to build these world leading
products.
For SIEL Software Center to continue to remain a strategic and key R&D Center of
Samsung Electronics, it is important that every employee of SIEL Software Center
contributes his/her fullest potential and capabilities. SIEL Software Center is always
looking for dynamic individuals who are driven by ambition, youth, vibrancy and
challenge.
AWARDS:
Manufacturing Value Innovation – Gold Award for Productivity, Cost, Speed at

the Visual Display Plant – November 2004.
Management Innovation Award – December 2004
Samsung Quality Award – November 2004 for Colour Television & Colour Monitor
Plants
13
Samsung Innovation Award – November 2004 for Refrigerator Plant.
BRAND POWER
From being a virtually unknown entity in the Year 1995, brand Samsung today enjoys an
awareness of over 95% and a positive opinion of around 80% in the country today
(source: BAS 2004). Sports Marketing and Entertainment Marketing have been the key
elements of the Company’s Brand Marketing Strategy. Samsung has very successfully
leveraged its association with Cricket and Cinema in the form of ‘Team Samsung’ and
‘Samsung IIFA Award’. Samsung India sponsored the high profile ‘Samsung Cup’ Indo-
Pak Cricket Series in the Year 2004. ‘Team Samsung’ or Samsung’s team of celebrity
cricketers endorsing Samsung products has been successfully used to create more
awareness for Samsung products.
To further reinforce its lifestyle positioning, Samsung has been associated with the
Lakme India Fashion Week (LIFW) for its Mobile Phones. The Company used the
LIFW-2005 as a platform to launch its D-500, World’s Best Mobile Phone in the Indian
market.
SOCIAL CONTRIBUTION
Samsung strongly believes that business has a defining role in building communities, and
the Samsung ‘Digitall Hope’ program, is in keeping with the same spirit. Samsung
DigitAll Hope, represents Samsungs long-term commitment to the people of India and its
belief in the power of technology to improve the lives of the Indian people.
It is now widely acknowledged that IT and computer literacy play a key role in the
growth of developing countries. Samsung DigitAll Hope is a social program that aims to
bridge the gap and narrow the divide between the ‘computer literates’ and the ‘computer
illiterates’. As a global leader in Digital Technology, Samsung is committed to the cause
and is certain that this program can play a very important role in the development of
society at large.
Some of the key projects that have been carried out under the aegis of Samsung
Digitall Hope include, the “Hope Incubator Project”, by Development
Alternatives, a Delhi based NGO and “Empowering Disabled People through
Education and Employment”, by the National Centre for Promotion of
Employment for Disabled People (NCEPDP). The “Hope Incubator Project” created and
implemented a “Fund” designed to help young first time entrepreneurs successfully run
their own business. Modelled as a revolving fund, it was initially used to promote
entrepreneurs in the districts of Bundelkhand, but has subsequently been extended to
Punjab and other areas as well. This revolving fund is enabling dozens of local young
14
entrepreneurs to service thousands of villagers, helping them to leap frog into the digital
world.
Samsung has also supported the National Centre for Promotion

of Employment for Disabled People (NCEPDP) to provide
Scholarships to brilliant disabled students and helped in the
setting up of the Disability Placement Unit which is handholding
and mentoring hundreds of disabled people in need of jobs.
Samsung firmly believes in supporting education and regularly organises Factory Visits
for School Children to the Manufacturing Facility at Noida as well as educational Quiz
programs for School Children.
Apart from education, Samsung has been actively associated

with promoting Sports in India. Samsung India’s association
with the Indian Olympic Association commenced with the 1998
Bangkok Asian Games and ever since the Company has
supported the Indian Contingent to the Y2000 Sydney
Olympics, Y2002 Busan Asian Games and the Y2004 Athens
Olympics. The Company even set up an Olympic Fund through which it provided
Scholarship to five top Indian athletes as they prepared for the Athens Olympics. The
Five ‘Samsung Olympic Ratnas’ who were supported include: Abhinav Bindra, Anjali
Bhagwat, Anju B George, K M Beenamol and Karnam Malleswari.
RETAINING CUSTOMERS
Samsung considers 'After Sales Service' as a key differentiator for Samsung products. In
order to deliver prompt and easily accessible service, Samsung India has set up a
widespread network of company owned as well as Authorized Service Centers to service
its customers. The Samsung Service Plazas, as the Company owned Service Centres are
called, are a first in the industry.
The Samsung Service Plazas serve as a one-stop shop for

Samsung’s walk in customers. Customers also get a chance
to see the Samsung range of products and interact with
Samsung product specialists to know more about the
company’s products and services. Samsung is also
increasing, the number ‘Samsung Prestige Service Plazas’ in
smaller cities like Ludhiana & Coimbatore to reach out to its
customers.
‘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
15
number 30308282 gives access to Samsung Service throughout the country. Samsung
India organises 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.
Distribution Channel Map
SAMSUNG INDIA
National Distributors
REDINGTO
INGRAM
SAVEX eSYS N INDIA NEOTERIC
MICRO
LTD.
Star Elite Partners

San
Computer Peripheral RR
Computec
Empire Solutions Systems
h
Softech Little Park Spark

Computer Rose Electronic Technolog
s Trading s ies
ALA
16
End System
Reseller
Customer Integrator
SIEL PRODUCT RANGE
 MOBILE PHONES:
 GSM
 CDMA
 TV, VIDEO & AUDIO

 TV: DLP TV, PROJECTION TV, LCD TV, PLASMA TV, FLAT TV
 DVD PLAYER
 CAMCORDER
 AUDIO
 HOME THEATER
 DIGITAL AUDIO PLAYER
 DIGITAL STILL CAMERA
 INFORMATION TECHNOLOGY PRODUCTS
 NOTE PC
 HARD DISK DRIVE
 CD / DVD ROM
 CD / DVD WRITER
 COMPUTER MONITORS
 LASER PRINTERS AND LASER BASED MULTI FUNCTION
PRODUCTS
 FAX
 HOME APPLIANCES
 MICROWAVE OVEN
 REFRIGERATOR
 AIR CONDITIONER : SPLIT AC, WINDOW AC
 WASHING MACHINE: FULLY AUTOMATIC, SEMI AUTOMATIC.
17
COMPUTER MONITORS (LCD/CRT)
A computer display monitor, usually called simply a monitor, is a piece of electrical

equipment which displays viewable images generated by a computer without producing a
permanent record. The word "monitor" is used in other contexts; in particular in
television broadcasting, where a television picture is displayed to a high standard. A
computer display device is usually either a cathode ray tube or some form of flat panel
such as a TFT LCD display. The monitor comprises the display device, circuitry to
generate a picture from electronic signals sent by the computer, and an enclosure or case.
Within the computer, either as an integral part or a plugged-in interface, there is circuitry
to convert internal data to a format compatible with a monitor.
Samsung sells 2 types of Computer Monitors:
CRT Monitors
The cathode ray tube (CRT), invented by German physicist Karl Ferdinand Braun in
1897, is an evacuated glass envelope containing an electron gun (a source of electrons)
and a fluorescent screen, usually with internal or external means to accelerate and deflect
the electrons. When electrons strike the fluorescent screen, light is emitted.
The electron beam is deflected and modulated in a way which causes it to display an
image on the screen. The image may represent electrical waveforms (oscilloscope),
pictures (television, computer monitor), echoes of aircraft detected by radar, etc.
The single electron beam can be processed in such a way as to display moving pictures in
natural colors.
The generation of an image on a CRT by deflecting an electron beam requires the use of
an evacuated glass envelope which is large, deep, heavy, and relatively fragile. The
development of imaging technologies without these disadvantages has caused CRTs to be
largely displaced by flat plasma screens, liquid crystal displays, DLP, OLED displays,
and other technologies.
18
The inverse process can be used to create an electronic version of an image impinging on
a suitable screen in the video camera tube: electrons are emitted by the photoelectric
effect; the resulting electrical current can be processed to convey the information, later to
be recreated on a CRT or other display.
TFT-LCD Monitors
TFT-LCD (Thin Film Transistor-Liquid Crystal Display) is a variant of Liquid

Crystal Display (LCD) which uses Thin-Film Transistor (TFT) technology to improve
image quality. TFT LCD is one type of active matrix LCD, though it is usually
synonymous with LCD. It is used in both flat panel displays and projectors. In
computing, TFT monitors are rapidly displacing competing CRT technology, and are
commonly available in sizes from 12 to 30 inches. As of 2006, they have also made
inroads on the television market.
Types
TN + Film
The 'TN (Twisted Nematic) + Film' display is the most common consumer display type,
due to its low production cost and wide development. The pixel response time on modern
TN panels is sufficiently fast to most users to avoid the shadow-trail and ghosting
artifacts that were a cause for complaint in the past. This fast response time has been a
heavily marketed aspect of TN displays, although in most cases this number does not
reflect performance across the entire range of possible color transitions. Traditional
19
response times were quoted as an ISO standard black > white transition and did not
reflect the speed of transitions across grey tones (a much more common transition for
liquid crystals to make in practice). Modern use of RTC (Response Time Compensation -
Overdrive) technologies has allowed manufacturers to significantly reduce grey to grey
(G2G) transitions, while the ISO response time remains pretty much unchanged.
Response times are now quoted in G2G figures, with 4ms and 2ms now being
commonplace for TN Film based models. This marketing strategy, combined with the
relatively lower cost of production for TN panels, has led to the dominance of TN in the
consumer market.
IPS
IPS (In-Plane Switching) was developed by Hitachi in 1996 to improve on the poor
viewing angles and color reproduction of TN panels. Most also support true 8-bit color.
These improvements came at a loss of response time, which was initially on the order of
50ms. IPS panels were also extremely expensive.
IPS has since been superseded by S-IPS (Super-IPS, Hitachi in 1998), which has all the
benefits of IPS technology with the addition of improved pixel refresh timing. Though
color reproduction approaches that of CRTs, the contrast ratio remains relatively weak. S-
IPS technology is widely used in panel sizes of 20" and above. LG and Philips remain
one of the main manufacturers of S-IPS based panels.
AS-IPS - Advanced Super IPS, also developed by Hitachi in 2002, improves

substantially on the contrast ratio of traditional S-IPS panels to the point where they are
second only to some S-PVAs. AS-IPS is also a term used for NEC displays (e.g. NEC
LCD20WGX2) based on S-IPS technology, in this case, developed by LG.Philips.
A-TW-IPS - Advanced True White IPS, developed by LG.Philips LCD for NEC, is a
custom S-IPS panel with a TW (True White) color filter to make white look more natural
and to increase color gamut. This is used in professional/photography LCDs.
MVA
MVA (Multi-domain Vertical Alignment) was originally developed in 1998 by Fujitsu as

a compromise between TN and IPS. It achieved fast pixel response (at the time), wide
viewing angles, and high contrast at the cost of brightness and color reproduction.
Modern MVA panels can offer wide viewing angles (second only to S-IPS technology),
good black depth, good color reproduction and depth, and fast response times thanks to
the use of RTC technologies. There are several "next generation" technologies based on
MVA, including AU Optronics' P-MVA and A-MVA, as well as Chi Mei
Optoelectronics' S-MVA.
Analysts predicted that MVA would corner the mainstream market, but instead, TN has
risen to dominance. A contributing factor was the higher cost of MVA, along with its
20
slower pixel response (which rises dramatically with small changes in brightness).
Cheaper MVA panels can also use dithering/FRC.
PVA
PVA (Patterned Vertical Alignment) and S-PVA (Super Patterned Vertical Alignment)
are alternative versions of MVA technology offered by Samsung. Developed
independently, it suffers from the same problems as MVA, but boasts very high contrast
ratios such as 3000:1. Value-oriented PVA panels also use dithering/FRC. S-PVA panels
all use true 8-bit color electronics and do not use any color simulation methods. PVA and
S-PVA can offer good black depth, wide viewing angles and S-PVA can offer
additionally fast response times thanks to modern RTC technologies. PVA exhibited
something users call, "color shifting" when viewing the left side of the monitor.
OPTICAL DISK DRIVES

CD-ROM (an abbreviation of "Compact Disc read-only memory") is a Compact Disc
that contains data accessible by a computer. While the Compact Disc format was
originally designed for music storage and playback, the format was later adapted to hold
any form of binary data. CD-ROMs are popularly used to distribute computer software,
including games and multimedia applications, though any data can be stored (up to the
capacity limit of a disc). Some CDs hold both computer data and audio with the latter
capable of being played on a CD player, whilst data (such as software or digital video) is
only usable on a computer. These are called Enhanced CDs.
CD-ROM discs are read using CD-ROM drives, which are now almost universal on
personal computers. A CD-ROM drive may be connected to the computer via an IDE
(ATA), SCSI, S-ATA, Firewire, or USB interface or a proprietary interface, such as the
Panasonic CD interface. Virtually all modern CD-ROM drives can also play audio CDs
as well as Video CDs and other data standards when used in conjunction with the right
software.
DVD-ROM (also known as "Digital Versatile Disc" or, incorrectly, "Digital Video
Disc") is an optical disc storage media format that can be used for data storage, including
movies with high video and sound quality. DVDs resemble Compact Discs as their
diameter is the same (120 mm or 4.72 inches, or occasionally 80 mm or 3.15 inches), but
they are encoded in a different format and at a much higher density.
All read-only DVD discs, regardless of type, are DVD-ROM discs. This includes
replicated (factory pressed), recorded (burned), video, audio, and data DVDs. A DVD
with properly formatted and structured video content is a DVD-Video disc. DVDs with
21
properly formatted and structured audio are DVD-Audio discs. Everything else
(including other types of DVD discs with video) is referred to as a DVD-Data disc. Many
people use the term "DVD-ROM" to refer to pressed data discs only, but that is not
technically correct.
HARD DISK DRIVES

A Hard Disk (commonly known as a HDD (hard disk drive) or hard drive (HD) and
formerly known as a fixed disk) is a non-volatile storage device which stores digitally
encoded data on rapidly rotating platters with magnetic surfaces. Strictly speaking,
"drive" refers to a device that drives (removable) media, such as a tape drive or (floppy)
disk drive, while a hard disk contains fixed (non-removable) media. However, in recent
times, the hard disk has become more commonly known as the "hard drive".
Hard disks were originally developed for use with computers. In the 21st century,
applications for hard disks have expanded beyond computers to include digital video
recorders, digital audio players, personal digital assistants, digital cameras, and video
game consoles. In 2005 the first mobile phones to include hard disks were introduced by
Samsung Group and Nokia. The need for large-scale, reliable storage, independent of a
particular device, led to the introduction of configurations such as RAID, hardware such
as network attached storage (NAS) devices, and systems such as storage area networks
(SANs) for efficient access to large volumes of data.
LASER PRINTERS
A laser printer is a common type of computer printer that rapidly produces high quality
text and graphics on plain paper. Like photocopiers, laser printers employ a xerographic
printing process but differ from analog photocopiers in that the image is produced by the
direct scanning of a laser beam across the printer's photoreceptor.
Overview
Laser printers have many significant advantages over other types of printers. Unlike
impact printers, laser printer speed can vary widely, and depends on many factors,
including the graphic intensity of the job being processed. The fastest models can print
over 200 monochrome pages per minute (12,000 pages per hour). The fastest color laser
printers can print over 100 pages per minute (6000 pages per hour). Very high-speed
laser printers are used for mass mailings of personalized documents, such as credit card
or utility bills, and are competing with lithography in some commercial applications.
22
The cost of this technology depends on a combination of factors, including inflation.
Costs of paper, toner, and infrequent drum replacement, as well as the replacement of
other consumables such as the fuser assembly and transfer assembly. Often printers with
soft plastic drums can have a very high cost of ownership that does not become apparent
until the drum requires replacement.
A duplexing printer (one that prints on both sides of the paper) can halve paper costs and
reduce filing volumes. Formerly only available on high-end printers, duplexers are now
common on mid-range office printers, though not all printers can accommodate a
duplexing unit. Duplexing can also give a slower page-printing speed, because of the
longer paper path.
In comparison with the laser printer, most inkjet and dot-matrix printers simply take an
incoming stream of data and directly imprint it in a slow lurching process that may
include pauses as the printer waits for more data. A laser printer is unable to work this
way because such a large amount of data needs to output to the printing device in a rapid,
continuous process. The printer cannot stop the mechanism precisely enough to wait until
more data arrives, without creating a visible gap or misalignment of the dots on the
printed page.
Instead the image data is built up and stored in a large bank of memory capable of
representing every dot on the page. The requirement to store all dots in memory before
printing has traditionally limited laser printers to small fixed paper sizes such as letter or
A4. Most laser printers are unable to print continuous banners spanning a sheet of paper
two meters long, because there is not enough memory available in the printer to store
such a large image before printing begins.
23
PRODUCT OVERVIEW
CRT DISPLAYS
704MSPLUS (17”)
EFT Monitors
MagicBright 2™
Magic Green
Highlight Zone III
TCO 03
794MG (17”)
EFT Monitors
Extreme Compact Design
Magic Green
Magic Tune™
Active and Narrow Design
24
EFT Monitors 594MG (15”)
Extreme Compact Design
Magic Green
Magic Tune™
Active and Narrow Design
798MB PLUS (17”)

EFT Monitors (Magic
Bright Range)
17” Viewable area

Health – Friendly
25
SilverNano Technology
MagicBright™
EFT Professional Range 997MB (19”)

MagicBright™
Multi-Layer Coating
RGB Analog
15pin D-Sub
VGA Cable
Highlight Zone III™
TCO 03
100W(nominal) Power
Consumption
Natural Color Pro™
MagicTune™
EFT Professional Range 1100MB (21”)

MagicBright 2™
Highlight Zone III
TCO 03
VGA Cable
Natural Color
130W Power Consumption
Less than 2W Stand by Power
15pin D-Sub, 5BNC Connection
Separate H/V Sync Signal
Multi-Layer Coating Surface
26
Treatment
90' Deflection
LCD DISPLAYS
TFT LCD Displays 940NW (19” Wide)

Viewable Area: 48.2 cm
Pixel Pitch: 0.285 mm
Brightness: 300 cd/m²
Contrast Ratio: 700:1
Viewing Angle: 160º / 160º
Response Time: 5 ms
Max Res. 1440 x 900
MagicTune™
MagicBright²™
MagicSpeed
Narrow Bezel
Wall Mounting
Wide Screen
27
TFT LCD Displays 740NW (17” Wide)
Viewable area: 43.1 cm

Viewing Angle: 170º / 170º
Response Time: 8 ms
Max Res. 1280 x 720
MagicTune™
MagicBright²™
Narrow Bezel
Wall Mounting
Wide Screen
TFT LCD Displays

Viewable Area: 48.2 cm 932B (19”)
Viewing Angle: 160º/160º
Response Time: 5 ms
Max Res. 1280 x 1024
MagicColor
MagicBright²™
MagicSpeed
MagicTune™ with Asset
Management
Safe Mode
28
TFT LCD Displays
Viewable area: 43.1 cm 732N (17”)
Viewing Angle: 160º/160º
Response Time: 5 ms
Max Res. 1280 x 1024
MagicColor
MagicBright²™
MagicSpeed
MagicTune™ with Asset
Management
Safe Mode
TFT LCD Displays
Viewable area: 50.8 cm 206BW (20.6” Wide)
Contrast Ratio: 3000:1 (DC)
Viewing angle: 160º / 160º
Response Time: 2 ms (GTG)
Max Res. 1680 x 1050
16.7 Million Colour Support
MagicBright²™
MagicSpeed
Swivel, Tilt Stand, DVI (HDCP)
Innovative Power Saving System
High Glossy Black Finish

Wall Mountable
TFT LCD Displays
Viewable Area: 48.2 cm 971P (19”)
Viewing angle: 178º / 178º
Response Time: 6 ms (GTG)
Max Res. 1280 x 1024
MagicColor
MagicBright²™
MagicTune™
One Button Configuration
Safe Mode
MagicStand (Triple Hinge)
USB Convenience
29
TFT LCD Displays
940B (19”)
8ms Response Time
700:1 Contrast Ratio
MagicBright2
MagicSpeed
TFT LCD Displays

740N (17”)
17" Viewable area
8ms Response Time
MagicSpeed
MagicBright
TFT LCD Displays

540N (15”)
16ms Response Time
250 cd/m2Brightness
MagicBright
30
Professional LCD
Displays 244T (24” Wide)
6ms Response Time

24" Viewable Area
500 cd/m2 Brightness
Professional LCD
Displays 204T (20.1”)
20.1" Viewable area

Magic Tune™
Viewing angle 170o/170o
MagicBright
OPTICAL DISC DRIVES

CD Rom Drives SH-C522C
Interface ATA/ATAPI
Lead Free
90ms Access Time
148.2x42x184mm size
Data transer at 7800KB/sec
Interface ATA/ATAPI
Lead Free
90ms Access Time
148.2x42x184mm size
Available in Black also
31
DVD Rom Drives SH-D162C/IDAH
Compatible with Various MPEG
II Cards & Soft MPEG
Data transfer at 21600KB/sec
(16X)
Stablizing DVD Play Back
Multi Read :DVD-R, DVD-RW
Embedded EIDE / ATAPI
Interface for easy installation
Reduces noise and vibration
Supporting Ultra DMA 33 Mode
CD Writers SH-R522C/IDAH
Adopting a technology to prevent
Buffer Under Run Error
Adopting Super link (Buffer
Under Run Proof Technology)
Supporting Ultra DMA 2 Mode
Compatibility with Mt.Rainier
Supports Variable Packet
Combo Drives SH-M522C
Lead Free
Buffer Protection
Access Time CD:130ms
Interface ATA/ATAPI
Access Time CD:130ms
Access Time DVD:150ms
2M Buffer Memory
DVD Writers SH-W162Z

Interface ATA/ATAPI
2M Buffer Memory
148.2 x 42 x 184 Size
Buffer Protection
Lead Free
140ms Access time (DVDROM)
130ms Access time (CD ROM)
148.2 x 42 x 184 Size
32
DVD Writers SH-S182D
18X DVD Write Speed

2MB Buffer Memory
0.75kg Weight
E-IDE / ATAPI Interface
DVD Writers SH-D182C/IDAH

2 MB Buffer memory
Weight 0.75 kg
E-IDE/ATAPI Interface
Access time CD: 110ms
Access time CD: 110ms
Access time DVD: 130ms
HARD DISK DRIVES
33
IDE Drives 5400 RPM 80/60/40 GB
Ultra DMA 100 Support
5,400 rpm Spindle Speed
8.9 ms Average Seek Time.
7 way interleave OTF Error
Correction
S.M.A.R.T. Compliant
ImpacGuard™
NoiseGuard™
IDE Drives 7200 RPM 160/120/80/60/40 GB

Ultra ATA-133
Fluid Dynamic Bearing Spindle
Motor Technology
High Speed Dual Digital Signal
Processor (DSP) Based
Architecture
ATA S.M.A.R.T. Compliant
NoiseGuard
SilentSeek
Serial ATA Drives 250/160/120/80/40 GB

Serial ATA Interface
Fluid Dynamic Bearing Spindle
Motor .Technology
High Speed Dual Digital Signal
NoiseGuard™
SilentSeek™
Hot-Plug & Hot-Swap capable
2.5 inch Laptop HDD 80/60/40/30 GB

Ultra ATA - 100
FDB(Fluid Dynamic Bearing)
Motor
Load/Unload Technology
GMR Head Technology with
Wireless Suspension Design
SilentSeek
Silentec Hybrid Latch
Technology
LASER PRINTERS
34
Personal Range ML-2570
24ppm speed
2.0 USB Interface
Up to 1,200 dpi resolution

20ppm speed
1200 dpi resolution
8 MB Memory
16ppm speed
600*600 dpi resolution
2 MB Memory
Workgroup Network ML-3051ND

Laser Printer
28ppm speed
Duplex Printing
Hi-Speed USB 2.0
35
Workgroup Network ML-2571N
Laser Printer
24ppm speed
2.0 USB Interface
Up to 1,200 dpi resolution
Workgroup Network ML-2550

Laser Printer
Wireless Network Connectivity,
Duplex, Versatile Paper handling,
Ease of use.
Colour Laser Printers CLP-300

• Smallest and lightest colour laser
printer in the world
• Print speeds up to 16 ppm black,
4 ppm colour
• First page out in less than 14
seconds (black)
• Up to 2400 x 600 dpi effective
output
Up to 20 ppm in A4 (21 ppm in

Letter)
Up to 20 ppm in A4 (21 ppm in
Letter)
Up to 2400 x 600 dpi effective
output
Up to 24 ppm (b/w)
Up to 6 ppm in colour
Up to 1,200 x 1,200 dpi
Samsung SPGPm
64 MB (Max. 192 MB)
36
Laser Multifunction SCX-4321
Printers
20ppm speed
2 MB Fax Memory
SmarThru4™
Sleep Mode
Laser Multifunction SCX-4200

Printers
18ppm speed
600 x 600 dpi
SmarThru4™
USB 2.0
Laser Multifunction SCX-4720FN

Printers
Up to 20ppm speed
SmarThru4™
USB 2.0
IEEE 1284 Parallel
Laser Multifunction CLX-3160FN

Printers
The CLX-3160FN also features a
USB Direct Scan feature and NO-
NOIS™ technology. Weighing in
at only 45 lbs, it's designed to fit
any workspace.
Laser Multifunction SCX-5351F

Printers
This versatile copier gives you all

the functions you need for your
business in a compact size.
37
MARKET SIZE OF SAMSUNG & COMPETITORS
AREAS COVERED IN NEW DELHI:
SOUTH DELHI
22 Dealers were surveyed in the South Delhi area.
1. LCD AND CRT Monitors

a) Samsung
LCD’s CRT’s
TOTAL MONTHLY SALES 440 750
b) LG
LCD’s CRT’s
c) AOC
LCD’s CRT’s
AVERAGE NUMBER OF SAMSUNG LCD’s SOLD BY A

DEALER - 20
AVERAGE NUMBER OF SAMSUNG CRT’s SOLD BY A

DEALER – 34.1
TOTAL NO. OF LCD’s & CRT’s SOLD IN SOUTH DELHI
NAME OF COMPANY MONTHLY UNITS PERCENTAGE (%)
LCD’s CRT’s LCD’s CRT’s

SAMSUNG 440 750 46 53.5
LG 315 650 33 46.5
AOC 200 0 21 0
TOTAL 955 1400 100 100
38
SHARE IN LCD MARKET SHARE IN CRT MARKET
2. Optical Disc Drives
a) Samsung
CDRW DVDRW
b) LG
CDRW DVDRW
c) Sony
CDRW DVDRW
AVERAGE NUMBER OF SAMSUNG CDRW’s SOLD BY A

DEALER – 18.18
AVERAGE NUMBER OF SAMSUNG DVDRW’s SOLD BY A

DEALER – 27.27
39
TOTAL NO. OF CDRW’s & DVDRW’s SOLD IN SOUTH DELHI
CDRW’s DVDRW’s CDRW’s DVDRW’s

SAMSUNG 400 600 67 43
LG 100 300 16.5 21.5
AOC 100 500 16.5 35.5
TOTAL 600 1400 100 100
SHARE IN CDRW MARKET SHARE IN DVDRW MARKET
3. Hard Disk Drives
a) Samsung
IDE SATA
b) Seagate
IDE SATA
c) Western Digital
IDE SATA
40
AVERAGE NUMBER OF SAMSUNG IDE HDD’s SOLD BY A
DEALER – 23.18
AVERAGE NUMBER OF SAMSUNG SATA HDD’s SOLD BY A

DEALER – 28.63
TOTAL NO. OF IDE’s & SATA’s SOLD IN SOUTH DELHI
IDE SATA IDE SATA

SAMSUNG 510 630 45.5 36
SEAGATE 540 780 48 45
WESTERN DIGITAL 70 330 6.5 19
TOTAL 1120 1740 100 100
SHARE IN IDE MARKET SHARE IN SATA MARKET
41
4. Laser Printers
a) Samsung
Colour B/W
b) HP
Colour B/W
c) Epson
Colour B/W
AVERAGE NUMBER OF SAMSUNG Colour Laser Printers SOLD

BY A DEALER – 6.36
AVERAGE NUMBER OF SAMSUNG B/W Laser Printers SOLD

BY A DEALER – 7.72
TOTAL NO. OF CLP’s & B/W printers’s SOLD IN SOUTH DELHI
Colour B/W Colour B/W

SAMSUNG 140 170 18 44
HP 480 290 62 38
EPSON 155 90 20 18
TOTAL 775 500 100 100
42
SHARE IN CLP MARKET SHARE IN B/W MARKET
WEST DELHI
10 Dealers were surveyed in the West Delhi area.

a) Samsung
LCD’s CRT’s
b) LG
LCD’s CRT’s
c) AOC
LCD’s CRT’s

DEALER – 31
43
DEALER – 46
TOTAL NO. OF LCD’s & CRT’s SOLD IN WEST DELHI

SAMSUNG 310 460 58.5 50.5
LG 180 450 34 49.5
AOC 40 0 7.5 0
TOTAL 530 910 100 100
a) Samsung
CDRW DVDRW
b) LG
CDRW DVDRW
44
c) Sony
CDRW DVDRW

DEALER – 25

DEALER – 35
TOTAL NO. OF CDRW’s & DVDRW’s SOLD IN WEST DELHI

SAMSUNG 250 350 73.5 50
LG 50 150 14.5 21.5
AOC 40 200 12 28.5
TOTAL 340 700 100 100
45
3. Hard Disk Drives
a) Samsung
IDE SATA
b) Seagate
IDE SATA
c) Western Digital
IDE SATA

DEALER – 39

DEALER – 52
TOTAL NO. OF IDE’s & SATA’s SOLD IN WEST DELHI
IDE SATA IDE SATA

SAMSUNG 390 520 46.5 41.5
SEAGATE 350 480 41.5 38.5
WESTERN DIGITAL 100 250 12 20
TOTAL 840 1250 100 100
46
4. Laser Printers
a) Samsung
Colour B/W
b) HP
Colour B/W
c) Epson
Colour B/W

BY A DEALER – 6.5

BY A DEALER – 5.5
47
TOTAL NO. OF CLP’s & B/W printers’s SOLD IN WEST DELHI

SAMSUNG 65 55 10.5 19.5
HP 450 150 75 52.5
EPSON 90 80 14.5 28
TOTAL 605 285 100 100
EAST DELHI
10 Dealers were surveyed in the East Delhi area.

a) Samsung
LCD’s CRT’s
48
b) LG
LCD’s CRT’s
c) AOC
LCD’s CRT’s

DEALER - 18

DEALER – 31
TOTAL NO. OF LCD’s & CRT’s SOLD IN EAST DELHI

SAMSUNG 180 310 40 42.5
LG 210 420 46.6 57.5
AOC 60 0 13.3 0
TOTAL 450 730 100 100
49
c) Samsung
CDRW DVDRW
d) LG
CDRW DVDRW
c) Sony
CDRW DVDRW

DEALER – 20

DEALER – 29
TOTAL NO. OF CDRW’s & DVDRW’s SOLD IN EAST DELHI

SAMSUNG 200 290 40 36
LG 150 240 30 29.5
AOC 150 280 30 34.5
TOTAL 500 810 100 100
50
3. Hard Disk Drives
a) Samsung
IDE SATA
b) Seagate
IDE SATA
c) Western Digital
IDE SATA

DEALER – 23

DEALER – 31
51
TOTAL NO. OF IDE’s & SATA’s SOLD IN EAST DELHI
IDE SATA IDE SATA

SAMSUNG 230 310 47 35
SEAGATE 240 420 49 48
WESTERN DIGITAL 20 150 4 17
TOTAL 490 880 100 100
4. Laser Printers
a) Samsung
Colour B/W
b) HP
Colour B/W
52
c) Epson
Colour B/W

BY A DEALER – 5

BY A DEALER – 3
TOTAL NO. OF CLP’s & B/W printers’s SOLD IN EAST DELHI

SAMSUNG 50 30 10.5 10.5
HP 340 200 72.5 71.5
EPSON 80 50 17 18
TOTAL 470 280 100 100
53
NORTH DELHI
15 Dealers were surveyed in the North Delhi area.

a) Samsung
LCD’s CRT’s
b) LG
LCD’s CRT’s
c) AOC
LCD’s CRT’s

DEALER – 23.3

DEALER – 36.6
TOTAL NO. OF LCD’s & CRT’s SOLD IN NORTH DELHI

SAMSUNG 350 550 53 53
LG 240 490 36.5 47
AOC 70 0 10.5 0
TOTAL 660 1040 100 100
54
a) Samsung
CDRW DVDRW
b) LG
CDRW DVDRW
c) Sony
CDRW DVDRW

DEALER – 20

DEALER – 31.3
TOTAL NO. OF CDRW’s & DVDRW’s SOLD IN NORTH DELHI
55

SAMSUNG 300 470 62.5 46
LG 80 250 16.5 24.5
AOC 100 300 21 29.5
TOTAL 480 1020 100 100
3. Hard Disk Drives
a) Samsung
IDE SATA
b) Seagate
IDE SATA
c) Western Digital
IDE SATA
56
DEALER – 19.3

DEALER – 23.3
TOTAL NO. OF IDE’s & SATA’s SOLD IN NORTH DELHI
IDE SATA IDE SATA

SAMSUNG 290 350 44.5 42
SEAGATE 310 360 47.5 43.5
WESTERN DIGITAL 50 120 8 14.5
TOTAL 650 830 100 100
4. Laser Printers
a) Samsung
Colour B/W
b) HP
57
Colour B/W
c) Epson
Colour B/W

BY A DEALER – 4

BY A DEALER – 2.6
TOTAL NO. OF CLP’s & B/W printers’s SOLD IN NORTH DELHI

SAMSUNG 60 40 10 18
HP 450 150 74 68
EPSON 100 30 16 14
TOTAL 610 220 100 100
DATA ANALYSIS AND INTERPRETATION

OF DEALER SURVEY
58
Q1) WHICH BRANDS OF PRODUCTS DO YOU SELL?
BRANDS NO. OF DEALERS PERCENTAGE
SAMSUNG 27/62 43.54/100
LG 27/62 43.54/100
SEAGATE 25/62 40.32/100
INTEX 12/62 19.35/100
HP 13/62 20.96/100
EPSON 4/62 6.45/100
SONY 12/62 19.35/100
AOC 5/62 8.06/100
OBJECTIVE- TO KNOW WHICH BRAND IS MOSTLY SOLD BY DEALERS.
CONCLUSION- IT IS FOUND THAT PRODUCTS OF SAMSUNG, LG & SEAGATE ARE

SOLD BY MOST OF THE DEALERS IN COMPARISON TO BRANDS LIKE INTEX, HP,
EPSON & SONY. THIS SHOWS THAT THESE ARE EASILY AVAILABLE IN THE MARKET.
Q2) SINCE HOW LONG HAVE YOU BEEN SELLING IT PRODUCTS?
DURATION NO. OF DEALERS PERCENTAGE
59
LESS THAN 6 MONTHS 7 11.29
6 MONTHS-1 YEAR 16 25.80
1 YEAR- 2 YEARS 18 29.03
ABOVE 2 YEARS 21 33.87
TOTAL 62 100%
OBJECTIVE: TO KNOW HOW LONG A DEALER HAS BEEN IN THE IT MARKET.
CONCLUSION: FROM THE ABOVE DATA IT IS FOUND THAT MOST OF THE DEALERS
ARE SELLING IT PRODUCTS FOR AT LEAST 2 YEARS OR MORE.
Q3) WHAT ARE THE IT PRODUCTS YOU NORMALLY SELL?
PRODUCTS DEALERS RESPONSE PERCENTAGE
60
CRT/LCD MONITORS 52/62 83.87
CD/DVD DRIVES 40/62 64.51
HDD DRIVES 39/62 62.9
PRINTERS 13/62 20.96
OBJECTIVE: TO KNOW, ACCORDING TO DEALER WHICH PRODUCTS ARE BEING

SOLD THE MOST
CONCLUSION: FROM THE COLLECTED DATA IT IS FOUND THAT COMPUTER

DISPLAY MONITORS FORM THE BULK OF A DEALER’S STOCK. OTHER POPULAR
PRODUCTS ARE HARD DISK DRIVES AND OPTICAL DISC DRIVES.
Q4) HOW MANY LCD’s & CRT’s DO YOU SELL IN A MONTH?
PRODUCTS DEALERS RESPONSE PERCENTAGE
LESS THAN 10 10/62 16.12
10 – 30 28/62 45.16
30 – 80 18/62 29.03
80 & ABOVE 6/62 9.67
61
OBJECTIVE: TO KNOW THE AVERAGE NO .OF SALES MADE BY DEALERS.
CONCLUSION: FROM THE SURVEY IT IS FOUND THAT DEALERS USUALLY SELL AN

AVERAGE OF 10 – 30 DISPLAYS A MONTH.
Q5) WHICH FEATURES DOES CUSTOMER MOST LOOK INTO, WHILE

BUYING LCD’s & CRT’s?
FEATURES DEALER’S RESPONSE PERCENTAGE
PRICE 52/62 83.87
FEATURES 8/62 12.90
WARRANTY 22/62 35.48
BRAND IMAGE 25/62 40.32
ANY OTHER 2/62 3.22
62
OBJECTIVE: TO KNOW DEALER’S OPINION THAT WHICH FEATURES ARE MOSTLY
PREFERRED BY CUSTOMERS, WHILE PURCHASING LCD’S & CRT’S.
CONCLUSION: IT IS NOTICED THAT ALMOST 84% OF DEALERS’ OPINION IS THAT

PRICE IS THE MOST CRUCIAL FEATURE WHICH CUSTOMERS LOOK INTO WHEN
PURCHASING. THEN COME OTHER CRITERIA LIKE BRAND IMAGE (40.32%),
WARRANTY (35.48%), FEATURES (13%) & OTHER FEATURES LIKE COLOUR
RESOLUTION (3%).
Q6) WHAT CAN SAMSUNG DO TO MOTIVATE YOU TO SELL MORE

SAMSUNG PRODUCTS RATHER THAN ANY OTHER BRAND?
DURATION DEALER’S RESPONSE PERCENTAGE
MORE %AGE MARGIN 32 51.61
CASH INCENTIVES 15 24.19
SCHEMES WITH GIFTS 11 17.74
LUCKY DRAW 4 6.45
TOTAL 62 100%
63
OBJECTIVE: TO UNDERSTAND THE MOTIVATION OF DEALERS TO SELL A
PARTICULAR COMPANY’S PRODUCTS AND TO USE THIS INFORMATION TO INCREASE
MOTIVATION.
CONCLUSION: FROM THIS DATA, IT CAN BE ANALYSED THAT %AGE MARGIN AND
CASH INCENTIVES ARE THE HIGHEST IN DEMAND. BOTH ARE LIQUID ASSETS IN
NATURE, PROBABLY OWING TO THEIR POPULARITY. OTHER SCHEMES WITH GIFTS
AND FREE TRIPS AND LUCKY DRAW SYSTEMS ARE NOT AS POPULAR.
Q7) IS THERE ANY SEASONALITY FACTOR IN SALES LCD’s & CRT’s?
RESPONSE DEALER’S RESPONSE PERCENTAGE
YES 8 12.90
NO 54 87.09
TOTAL 62 100%
64
90
80
70
60
50
DEALERS
40 RESPONSE
30
20
10
0
YES NO
OBJECTIVE: TO KNOW WHETHER SEASONALITY FACTOR PLAY AN IMPORTANT

ROLE FOR THE SALE OF LCD’S AND CRT’S OR NOT.
CONCLUSION: IT IS NOTICED, ACCORDING TO 87.09 % OF DEALERS SEASONALITY

FACTOR DOES NOT AFFECT SALES OF LCD’s & CRT’s BUT REMAINING 12.90 %
DEALER’S OPINION IS THAT DURING DIWALI FESTIVE SEASON THERE IS A BIT RISE
IN SALES OF LCD’s & CRT’s.
Q8) a. HAVE YOU BEEN SATISFIED WITH SAMSUNG AS A WHOLE, DURING

YOUR EXPERIENCE SELLING SAMSUNG PRODUCTS?
RESPONSE NO. OF RESPONDENTS PERCENTAGE
YES 41 66.12
NO 21 33.88
TOTAL 62 100%
65
OBJECTIVES: TO KNOW HOW SATISFIED THE DEALERS ARE WORKING WITH
SAMSUNG DISTRIBUTORS AND SELLING SAMSUNG PRODUCTS AS A WHOLE.
CONCLUSION: MAJORITY OF THE DEALERS ARE SATISFIED WITH SAMSUNG AS A

COMPANY BUT SURPRISINGLY, 34% OF DEALERS HAVE SOME PROBLEM OR
GRIEVANCE. THEREFORE, STEPS MUST BE TAKEN TO REDUCE THIS NUMBER.
Q8) b. IF NO, WHY NOT?
OFFERS NO. OF RESPONDENTS PERCENTAGE
Late Delivery of Gifts 36/41 87.80
Late Payment of Incentives 8/41 19.51
Higher Pricing 20/41 48.78
Less Demand 12/41 29.26
66
OBJECTIVE: TO KNOW EXACTLY WHAT GRIEVANCES THE DEALERS HAD.
CONCLUSION: FROM THE COLLECTED DATA IT CAN BE SAID THAT LATE GIFT
DELIVERY OF PAST SCHEMES WAS A MAJOR GRIEVANCE WITH DEALERS, WITH
SOME DEALERS COMPLAINING OF GIFTS NOT BEING RECEIVED AFTER EVEN 1 YEAR
OF COMPLETION OF SCHEME. LATE PAYMENT OF INCENTIVES AND HIGH PRICE
WERE ALSO IMPORTANT GRIEVANCES, WHILE LESS DEMAND WAS NOT AS
IMPORTANT.
Q9) WOULD YOU BE INTERESTED IN BECOMING AN EXCLUSIVE SAMSUNG

DEALER IN THE NEAR FUTURE?
RESPONSE DEALER’S RESPONSE PERCENTAGE
YES 22 35.48
NO 40 64.52
TOTAL 62 100%
67
OBJECTIVE: TO KNOW WHAT IS THE GROWTH POTENTIAL OF THAT DEALER AND
WHETHER SAMSUNG CAN GAIN AN EXCLUSIVE STRONGHOLD IN THE MARKET.
CONCLUSION: IT IS OBSERVED THAT MOST DEALERS SURVEYED WERE HAPPY

SELLING PRODUCTS OF MULTIPLE BRANDS AND WERE NOT INTERESTED IN
BECOMING AN EXCLUSIVE SHOWROOM/DEALER OF SAMSUNG. HOWEVER, 35% OF
THE DEALERS DID DISPLAY AN INTEREST IN BECOMING AN EXCLUSIVE DEALER
AND THIS AREA CAN BE FURTHER EXPLOITED.
68
DATA ANALYSIS AND INTERPRETATION
OF CONSUMER SURVEY
Q1) DO YOU OWN A DESKTOP COMPUTER?
RESPONSE NO. OF CONSUMERS PERCENTAGE
YES 70 100
NO 0 0
TOTAL 70 100
OBJECTIVE- TO KNOW WHETHER PEOPLE BEING SURVEYED OWN A DESKTOP

COMPUTER.
CONCLUSION: AFTER THE SURVEY IT IS FOUND THAT ALL THE 70

PEOPLE WHO ARE SURVEYED OWN A DESKTOP COMPUTER.
Q2) WHAT TYPE OF COMPUTER DISPLAY DO YOU OWN?
69
RESPONSE NO. OF CONSUMERS PERCENTAGE
LCD 37 52.85
CRT 22 31.42
CAN’T SAY 11 15.71
TOTAL 70 100%
OBJECTIVE: TO KNOW WHICH TYPES OF DISPLAYS ARE MOST POPULAR WITH

CONSUMERS.
CONCLUSION: AS WE HAVE SEEN LCD DISPLAYS ARE FAST CATCHING ON AS THE

MOST POPULAR OF ALL DISPLAYS AS 52.85% OF CONSUMERS STATED THAT THEY
OWNED AN LCD DISPLAY, FOLLOWED BY CRT WITH 31.42%.
Q3) IN YOUR OPINION, IS LCD A BETTER TECHNOLOGY

THAN CRT?
70
YES 59 84.28
NO 11 15.72
TOTAL 70 100
OBJECTIVE: TO KNOW WHAT THE CUSTOMER OPINION IS REGARDING LCDs AND

CRTs AND WHERE THE FUTURE GROWTH POTENTIAL IS.
CONCLUSION: FROM THE 70 PEOPLE SURVEYED IT IS OBSERVED THAT ONLY 11

PEOPLE (15.72%) STATED THAT LCD IS NOT A BETTER TECHNOLOGY THAN CRT.
Q4) WHICH BRAND LCD OR CRT ARE YOU CURRENTLY USING?
71
BRANDS NO. OF CONSUMERS PERCENTAGE

8 10 21.62 43.47
LG
21 12 56.75 52.17
SAMSUNG
1 1 2.7 4.34
SONY
2 - 5.4 -
INTEX
3 - 8.1 -
AOC
2 - 5.4 -
DELL
- - - -
ANY OTHER
37 23 100 100
TOTAL
OBJECTIVE: TO KNOW WHICH BRAND IS CURRENTLY USED BY THE

RESPONDENTS
CONCLUSION: IT IS FOUND THAT MOST PEOPLE ARE USING SAMSUNG PRODUCTS,

WHETHER IT IS LCD OR CRT. CLOSELY FOLLOWING BEHIND IS LG, WITH 21% AND
43% RESPECTIVELY. NO OTHER BRAND IS CLOSE ENOUGH TO BE CONSIDERED A
THREAT.
72
Q5) HOW DID YOU FIND THE PERFORMANCE OF YOUR LCD OR CRT?
EXCELLENT 3 27.27
VERY GOOD 8 72.72
AVERAGE 0 0
POOR 0 0
TOTAL 11 100
OBJECTIVE: TO FIND OUT THE CONSUMERS RESPONSE ABOUT THE

PERFORMANCE OF THEIR LCD OR CRT PRODUCT.
CONCLUSION: IT IS OBSERVED THAT OUT OF THE CONSUMERS WHO ANSWERED

THIS QUESTION, ALMOST 100% ARE HAPPY WITH THEIR PRODUCTS. MOST RATED
THEIRS AS VERY GOOD, WITH A FEW GIVING EVEN EXCELLENT RATING. THIS
SHOWS THAT EVERY COMPANY IS PRODUCING GOOD QUALITY PRODUCTS HENCE
MAKING THE COMPETITION VERY STIFF.
Q6) DO YOU PLAN TO PURCHASE A NEW LCD OR A CRT IN

NEAR FUTURE?
73
YES 13 18.57
NO 18 25.71
MAY BE 39 55.71
TOTAL 70 100%
OBJECTIVE: TO KNOW WHETHER CONSUMERS HAVE ANY PLAN TO PURCHASE A

LCD OR A CRT IN THE NEAR FUTURE.
CONCLUSION: MORE THAN HALF OF THE RESPONDENTS (55.71%) STATE THAT THEY
MAY PURCHASE A LCD OR A CRT IN THE NEAR FUTURE AND 18.57% DO HAVE PLANS
FOR PURCHASING A LCD OR A CRT BUT 25.71% DO NOT HAVE ANY INTENTION TO
PURCHASE.
Q7) WHICH REASON WOULD INFLUENCE YOUR DECISION TO BUY

A LCD OR A CRT?
74
RESPONSE RANK (ACCORDING TO
SURVEY)
PRICE 4
SPACE COVERAGE 1
BETTER PERFORMANCE 3
LOOKS 2
3.5
2.5
2 RANKING ACCORDING TO
SURVEY
1.5
0.5
0
SPACE LOOKS BETTER PRICE
COVERAGE PERFORMANCE
OBJECTIVE: TO KNOW WHICH CRITERIA ARE THE MOST IMPORTANT FOR THE
CONSUMER WHEN HE IS MAKING A PURCHASE.
CONCLUSION: PRICE WAS THE MOST IMPORTANT FACTOR IN A CONSUMER’S

DECISION TO PURCHASE AN LCD OR CRT. NEXT COMES BETTER PERFORMANCE &
FEATURES, FOLLOWED BY LOOKS. CONSUMERS WERE NOT BOTHERED BY THE
SPACE COVERED BY THE PRODUCT.
Q8) WHICH BRAND OF LCD’S & CRT’s ARE YOU AWARE OFF?
75
LCD’s & CRT’s LCD’s & CRT’s

57/70 81.4
LG
61/70 87.14
SAMSUNG
54/70 77.14
SONY
20/70 28.57
INTEX
28/70 40
AOC
35/70 50
DELL
9/70 12.85
ANY OTHER
OBJECTIVES: TO KNOW WHICH BRANDS OF LCD & CRT PEOPLE ARE AWARE
OF.
CONCLUSION: ACCORDING TO SURVEY DONE, MAXIMUM NUMBER OF CONSUMERS

ARE AWARE OF SAMSUNG, LG & SONY BRANDS.THE PERCENTAGE VARIES FROM 77
TO 87. WHEREAS AWARENESS OF BRANDS LIKE INTEX, AOC AND DELL IS LESS IN
COMPARISON TO SAMSUNG, LG & SONY.
76
9) a. WHICH BRANDS COME TO YOUR MIND WHILE
PURCHASING AN LCD OR A CRT? (RANK THEM FROM 1-7 WITH
1 BEING THE HIGHEST RANK)
LCD’s & CRT’s LCD’s & CRT’s

22 31.42
LG
33 47.14
SAMSUNG
9 12.85
SONY
1 1.42
INTEX
1 1.42
AOC
4 5.71
DELL
- -
ANY OTHER
70 100
TOTAL
OBJECTIVE: TO KNOW WHICH BRAND A CONSUMER WOULD PURCHASE IF HE HAD

TO MAKE A DECISION.
CONCLUSION: IT IS FOUND THAT SAMSUNG AND LG ARE THE MOST POPULAR OUT
OF THE LOT, WITH SAMSUNG HAVING THE HIGHEST BRAND IMAGE WITH 47% OF
THE PEOPLE VOTING FOR IT. NEXT IN LINE IS LG WITH 31%.
77
Q9) b. WHAT INFLUENCES YOU TO RATE OUT THE
PARTICULAR BRAND FOR A LCD OR A CRT?
REASON CONSUMER’S PERCENTAGE

RESPONSE
TV COMMERCIALS 5 7.14
FRIENDS OR RELATIVES 12 17.14
PERFORMANCE SEEN 48 68.57
NEWSPAPER/MAGAZINE AD 1 1.42
ANY OTHER 4 5.71
TOTAL 70 100%
OBJECTIVE: TO KNOW THE REASON FOR RATING OUT THE PARTICULAR

BRAND OF LCD & CRT AS THEIR FIRST CHOICE.
CONCLUSION: WHEN ASKED THE REASON THEY WOULD CHOOSE A PARTICULAR

BRAND, 69% OF THE CONSUMERS STATED THAT THEY HAD PERSONALLY SEEN THE
PERFORMANCE AND WERE HAPPY WITH IT. 17% SAID IT WAS DUE TO THEIR
FRIENDS’ INFLUENCE. ONLY 1% SAID IT WAS DUE TO A MAGAZINE AD.
78
Q10) ARE YOU AWARE OF OTHER IT HARDWARE PRODUCTS
LIKE HARD DISKS, CD-WRITERS, ETC?
YES 59 84.28
NO 11 15.72
TOTAL 70 100
OBJECTIVE: TO KNOW THE AWARENESS OF CORE IT HARDWARE PRODUCTS LIKE

HARD DISK DRIVES AND OPTICAL DRIVES.
CONCLUSION: AFTER THE ANALYSIS, 85% OF THE CONSUMERS SURVEYED STATED

THAT THEY HAD SOME KNOWLEDGE OF THE PRODUCTS MENTIONED.
79
Q11) IF YES, WHICH HDD BRANDS DO YOU THINK ARE THE
MOST RELIABLE?
BRAND CONSUMER’S PERCENTAGE

RESPONSE
SAMSUNG 18 25.71
SEAGATE 45 64.28
MAXTOR 5 7.14
WESTERN DIGITAL 2 2.85
ANY OTHER - -
TOTAL 70 100%
OBJECTIVE: TO KNOW WHICH HARD DRIVES ARE THOUGHT TO BE MOST RELIABLE

FROM A CONSUMER’S PERSPECTIVE.
CONCLUSION: FROM THE GATHERED INFORMATION WE SEE THAT SEAGATE

ENJOYS A VERY GOOD REPUTATION WITH CONSUMERS WITH 64% OF THE VOTES.
NEXT IS SAMSUNG WITH 26% OF THE VOTES AND THE REST ARE WITH MAXTOR
AND WESTERN DIGITAL.
80
Q12) IF YES, WHICH OPTICAL DRIVE BRANDS DO YOU
THINK ARE THE BEST?
BRAND CONSUMER’S PERCENTAGE

RESPONSE
SAMSUNG 33 47.14
SONY 25 35.71
LG 12 17.14
YAMAHA 0 0
ANY OTHER 0 0
TOTAL 70 100%
81
Q13) a. WOULD ANY OFFER MOTIVATE YOU TO BUY AN
LCD OR A CRT OF A PARTICULAR BRAND?
YES 34 48.57
NO 10 14.28
MAYBE 26 37.14
TOTAL 70 100%
OBJECTIVE: TO KNOW WHETHER ANY OFFER ATTRACTS THE CONSUMERS WHILE

PURCHASING AN LCD OR A CRT.
CONCLUSION: WHEN ASKED WHETHER ANY OFFER WOULD ATTRACT THE

CONSUMERS, ALMOST 50% SAID YES, THEY WOULD BE TEMPTED TO BUY IF GIVEN A
SUITABLE OFFER. THERE IS TREMENDOUS POTENTIAL HERE WITH 37% OF THE
RESPONDENTS STATING THAT THEY MIGHT BE INTERESTED. ONLY 14% SAID THAT
THEY WOULD DEFINITELY NOT BE INTERESTED.
82
Q13) b. IF YES, WHAT KIND OF OFFERS?
OFFERS CONSUMERS RESPONSE PERCENTAGE
DISCOUNTS 54/70 77.14
FREE GIFT VOUCHERS 2/70 2.85
FINANCE SCHEMES 12/70 17.14
COMBO OFFERS 20/70 28.57
ANY OTHER 0/70 0
OBJECTIVE: TO KNOW WHICH OFFERS ATTRACT THE CONSUMERS,

WHILE PURCHASING A LCD OR A CRT.
CONCLUSION: THE ANALYSIS SHOWS THAT DISCOUNTS PLAY A MAJOR ROLE IN

ATTRACTING CUSTOMERS i.e. 77.14%. BESIDES DISCOUNTS, COMBO OFFERS (28.57%)
& FINANCE SCHEMES (17.14%) ALSO ATTRACT THE CUSTOMERS UPTO SOME
EXTENT.
83
KEY FINDINGS
 SAMSUNG has got one of the strongest Distribution Channels, by having its
dealers across all IT hardware markets in Delhi, which include both the Exclusive
showrooms as well as the multiple brand retailers.
 If we consider complete Delhi market it is found that SAMSUNG has got the
highest market share in LCD’s as well as in CRT’s.
 By comparing all the zones, it is found that it’s the South Delhi Market which is
the PREMIUM market in Delhi where maximum number of Samsung products are
being sold. More than half of all IT hardware products are being sold in South Delhi,
with Nehru Place being the main hub. The surrounding markets of Nehru Place are
also popular.
 SAMSUNG has covered the South Delhi IT Market very well by having its
showrooms in all the IT markets like Nehru Place, Kalkaji, East of Kailash, Sant
Nagar, etc.
 SAMSUNG has got the maximum number of series i.e. 4 different models in
LCD displays in comparison to its major competitors like LG, AOC, etc. This shows
that the company offers its customers an excellent variety of models with different
features in various ranges, so the customer can choose according to his need.
 SAMSUNG innovates its new products in the market at regular interval of time.
Latest example is the launch of a new LCD Display i.e. Myst. This shows that good
designs and innovative technology is the most important differentiator for Samsung
from competition.
 It’s not a single factor like brand image, features, price or looks that is
considered by a consumer while purchasing a LCD or a CRT. Each and every factor is
considered by consumer.
 From the consumer survey of 70 people, it is found that 87% of the consumers
are aware of SAMSUNG LCD’s & CRT’s whereas if we consider other brands like
SONY & LG nearly 75%-80% consumers are aware and brands like INTEX, AOC,
DELL awareness is not even 50%. This shows that SAMSUNG is advertising LCD’s
& CRT’s at regular intervals.
84
 From both the surveys, one thing was common that OFFERS do attract
customers for purchasing LCD’s & CRT’s but up to certain extent. So the company
should give some offers like COMBO OFFERS, GIFT VOUCHERS etc. but the top
most thing is QUALITY and AFTER SALES SERVICE which every customer
requires.
 Also the company is attracting dealers with exciting gifts and trips by holding
various schemes at regular intervals like the Bond-to-Win scheme, the SI Printer
Scheme, etc.
 Samsung is not in the best of favours with dealers due to late delivery of gifts and
incentives. The dealers feel that Samsung’s focus lies more towards the distributor
whereas LG’s focus (Samsung’s key competitor) lies with the dealer.
 System Integrators were also not happy with inflexibility of Samsung to convert
its prizes into cash or otherwise.
 LG does not announce any official schemes, but is providing 1% backend to

system integrators/retailers regularly and unofficially. This ensures retailers have
goodwill towards LG and try and sell more of LG products.
 Key IT markets like Wazirpur, Janakpuri and Laxmi Nagar are not being covered
very regularly by sales professionals and there is a danger of losing ground in these
markets.
 Samsung products have been found to be DOA (Dead on Arrival), or with some
wires missing, etc. This plus long service times is infuriating customers and dealers
alike.
 Some authorized Samsung retailers are importing Samsung LCD products from
cheaper markets like Taiwan. This is creating price instability in the market between
Star Elite partners, retailers and system integrators.
 Samsung should strive to ensure that the gifts and incentives are sent out
regularly and quickly, as this is the cause of most grievances of Star partners/retailers.
CHANNEL MANAGEMENT STRATEGIES
85
 SAMSUNG has spread out its outlets very well across all the Delhi IT markets
especially in South Delhi Market but still some of the areas like Laxmi Nagar,
Krishna Nagar, Shakarpur & Mayur Vihar need to be focused upon.
 The Company should conduct regular training programmes to educate the

sales forces, dealers and company employees on the company's latest technology and
design, how it is different from what competitors are offering, and how to better
explain the difference to the consumers and retailers. Proper demonstration about
every new launch of product so that it can help them to give demonstration to
customers.
 The company should plan to enhance market penetration and grow the market
for LCD & CRT displays in Delhi by enhancing the product availability across multi
brand counters as there are many multi brand counters which keep Samsung’s other
products but not LCD’s & CRT’s.
 In the survey it was found that those consumers who have bought a LCD or a
CRT are satisfied with the performance of their respective brand LCD’s or CRT’s.
This shows that there is tough competition in the market and therefore company has
to manufacture its products with such features & technology which can differentiate
its products from other brands. Not only this, the company should give those offers
which must reflect an edge over offers which the competitors are giving.
 Samsung should regulate the pricing strategy followed by its National

Distributors and Star Elite partners so that it remains in control.
 LG, Samsung’s key competitor, is giving free LG products to retailers who are
maintaining good sales volumes. LG also maintains 5% of its income to distribute as
gifts and incentives. Samsung needs to counter this.
 Ultimately, the company’s link to the consumers are the retailers and they must
be kept happy with regular backend and incentives. Alienation of these retailers will
results in loss of sales to potential customers as well as fall in market share.
LIMITATIONS OF THE STUDY
86
 During the dealer survey, some of the dealers did not give the exact
information about number of products sold by them in a month.
 While this project was undertaken keeping in view all of Samsung’s

IT hardware products, it focuses much more on Display products as
these are the key products on which the company is focusing.
 The market size of IT products achieved, is exclusive of institutional

sales i.e. sales to courts, hotels, corporate bodies, etc.
 Study was conducted with dealers selling mostly Samsung products,

with most of them selling LG, Seagate, etc. products in lower
quantities. Therefore, this might skew the results a bit.
 Primary Data has been collected for this report with a small study
group, disregarding all previous studies or findings. This study does
not take into account the IT market in Delhi as a whole, but only 62
dealers.
87
DEALER QUESTIONNAIRE
1) Which brands of products do you sell? (please tick)
SAMSUNG ____
LG ____
SEAGATE ____
INTEX ____
HP ____
EPSON ____
AOC ____
SONY ____
ANY OTHER …………………………………………
2) Since how long have you been selling IT products?
.....................................................................................................
3) What are the IT products you normally sell?
a. CRT/LCD Monitor
b. CD/DVD Drives
c. Hard Disk Drives
d. Printers
88
3) Which brand is mostly preferred by customers?
......................................................................................................
4) How many LCD’s & CRT’s do you sell in a month?
a. Less than 10
b. 10 – 30
c. 30 – 80
d. 80 & above
5) Which features does customer most look into, when buying LCD’s &
CRT’s?
a. Price
b. Features
c. Warranty
d. Brand Image
e. Other ………………………………….
6) What can Samsung do to motivate you to sell more Samsung products

rather than any other brand?
a. Give more %age margin

b. Give cash incentives for reaching sales goals
c. Hold more points schemes with gifts and free trips
d. Hold random lucky draw
e. Other ………………………………………………………
7) Is there any seasonality factor in sales of LCD’s & CRT’s?
YES NO
(If Yes Please specify which season) ……..………………………...................
8.a) Have you been satisfied with Samsung as a whole, during your
experience selling Samsung products?
YES NO
8.b) If no, why not?
Late Delivery of Gifts ____
89
Late Payment of incentives ____
Higher pricing ____
Less Demand ____
Any Other ____
(Please specify) ……………………………....
9) Would you be interested in becoming an exclusive Samsung dealer in the

near future?
YES NO
DEALER DETAILS:
NAME OF DEALER ……………………………………………………

NAME OF SHOP…………………………………………………….......
ADDRESS..………………………………………………………………
PHONE NO………………………………………………………………
90
CONSUMER QUESTIONNAIRE
1) Do you own a desktop computer?
YES NO
(If your answer is NO then move to question no.6 but if YES then
continue)
2) Which type of computer display do you own?
LCD CRT CAN’T SAY
3) In your opinion, is LCD a better technology than CRT?
YES NO
4) Which brand LCD or CRT are you currently using?
BRAND LCD CRT

SAMSUNG ----- -----
LG ----- -----
SONY ----- -----
INTEX ----- -----
AOC ----- -----
DELL ----- -----
ANY OTHER ----- -----
(Please specify) ………………………………………………………..……....
5) How did you find the performance of your LCD or CRT?
EXCELLENT VERY GOOD AVERAGE POOR
91
6) Do you plan to purchase a new LCD or a CRT in the near future?
YES NO MAY BE
(In case your answer is NO still continue)
7) Which reason would influence your decision to buy a LCD or a CRT?
PRICE -----
SPACE COVERAGE -----
BETTER PERFORMANCE -----
LOOKS -----
8) Which brand of LCD’s & CRT’s are you aware off?
BRAND LCD CRT

SAMSUNG ----- -----
LG ----- -----
SONY ----- -----
INTEX ----- -----
AOC ----- -----
DELL ----- -----
ANY OTHER ----- -----
(Please specify) ……………………………………………………….……....
9.a) Which brands come to your mind while purchasing a LCD or

a CRT? (Rank them from 1-7 in which 1 being the highest rank)
BRAND LCD CRT

SAMSUNG ----- -----
LG ----- -----
SONY ----- -----
INTEX ----- -----
AOC ----- -----
DELL ----- -----
ANY OTHER ----- -----
9.b) What influences you to rate out the particular brand for
a LCD or a CRT?
TV COMMERCIALS -----
FRIENDS OR RELATIVES -----
PERFORMANCE SEEN -----
92
NEWSPAPER/MAGAZINE AD -----
ANY OTHER -----
(Please specify) ……………………………………………………….……....
10) Are you aware of other IT hardware products like Hard disks, CD-
Writers, etc?
YES NO
11) If yes, which hard disk drive brands do you think are the most
reliable?
a. SAMSUNG -----
b. SEAGATE -----
c. MAXTOR -----
d. WESTERN DIGITAL -----
e. ANY OTHER -----

(Please specify) ………………………………………………………..……....
12) If yes, which optical drive brands do you think are the best?
a. SAMSUNG
b. SONY
c. LG
d. YAMAHA
e. ANY OTHER
(Please specify) ………………………………………………………..……....
13.a) Would any offer motivates you to buy a LCD or a CRT of a

particular brand?
YES NO MAYBE
13.b) If yes, what kind of offers?
DISCOUNTS -----
FREE GIFT VOUCHERS -----
FINANCE SCHEMES -----
COMBO OFFER -----
ANY OTHER -----
(Please specify) …………………………………………………....
93
PERSONAL DETAILS:
NAME …………………….……………………….……………………...…
GENDER: Male Female
AGE GROUP:
Below 18 yrs 18-25 yrs 25-40 yrs 40 & above
PHONE NO/MOBILE NO …………………………………………………
OCCUPATION:
Student Businessman Service Other
BIBLIOGRAPHY
 Samsung.com
 Google.com
 Various Broachers of Samsung India Electronics Pvt. Ltd.
 Sales Guides of Samsung India Electronics Pvt. Ltd.
 Marketing Research :- Harper W. Boyd,

Jr. Ralph Westfall,
Stanley F. Stasch
 Consumer Behavior :- Leon G. Schiffmn,

Leslie Lazar Kanuk
94
95

Samsung

Uploaded by

Document Information

Original Description:

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Samsung

Uploaded by

Copyright:

Available Formats

WINTER INTERNSHIP

CHANNEL MAPPING &

SAMSUNG INDIA ELECTRONICS PVT LTD.

INSTITUTE OF MARKETING & MANAGEMENT

It was really an overwhelming and enriching experience to work with an

I, Vishrut Singh Seera, student of PGDBM course in IMM 2006-2008 batch

VISHRUT SINGH SEERA

S.No PARTICULARS PAGE NO.

I. Introduction to Samsung India Electronics Pvt. Ltd. With its

V. Analysis and Interpretation of data from Dealer Survey: Segment

VI. Analysis and Interpretation of data from Consumer Survey:

VII. Findings and Recommendations:

Findings from the study

• Company should regulate pricing strategy between all levels of

 To make a detailed study of the IT hardware market in terms of

 To know whether any offer attracts the consumer to purchase

• DATA COLLECTION METHODS

Two different Questionnaires were design to gather the information from

• SAMPLING PLAN OF DEALER SURVEY: Information is

• SAMPLING PLAN OF CONSUMER SURVEY: Information is

Mr S.H. Oh, President & CEO

Samsung in India has a presence in the following areas of business:

THE SALES & MARKETING FUNCTION: Headquartered in New Delhi,

Corporate Marketing is aimed at strengthening Samsung as a brand among the dealers,

THE MANUFACTURING FUNCTION: SIEL has its manufacturing facility at

Samsung Electronics brings a very enriching entertainment experience to the consumers

Manufacturing Value Innovation – Gold Award for Productivity, Cost, Speed at

Management Innovation Award – December 2004

Samsung has also supported the National Centre for Promotion

Apart from education, Samsung has been actively associated

The Samsung Service Plazas serve as a one-stop shop for

‘Speed, Smile, Sure’ is the motto for Samsung Service, as the

Distribution Channel Map

Star Elite Partners

Softech Little Park Spark

SIEL PRODUCT RANGE

 TV, VIDEO & AUDIO

 INFORMATION TECHNOLOGY PRODUCTS

A computer display monitor, usually called simply a monitor, is a piece of electrical

Samsung sells 2 types of Computer Monitors:

TFT-LCD (Thin Film Transistor-Liquid Crystal Display) is a variant of Liquid

AS-IPS - Advanced Super IPS, also developed by Hitachi in 2002, improves

MVA (Multi-domain Vertical Alignment) was originally developed in 1998 by Fujitsu as

OPTICAL DISK DRIVES

HARD DISK DRIVES

798MB PLUS (17”)

17” Viewable area

EFT Professional Range 997MB (19”)

EFT Professional Range 1100MB (21”)

TFT LCD Displays 940NW (19” Wide)

Viewable area: 43.1 cm

TFT LCD Displays

High Glossy Black Finish

TFT LCD Displays

TFT LCD Displays

6ms Response Time

20.1" Viewable area

OPTICAL DISC DRIVES

Combo Drives SH-M522C

DVD Writers SH-W162Z

18X DVD Write Speed

DVD Writers SH-D182C/IDAH

HARD DISK DRIVES