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APROJECT REPORT
ON
THE STUDY OF DISTRIBUTION CHANNEL OF SAMSUNG
INDIA ELECTRONICS PVT. LTD.
PREPARED FORSANGAMNER CITY
SUBMITTED IN THE PARTIAL FULFILLMENT OF THEREQUIREMENTS OF THE MBA PROGRAM OF
THE UNIVERSITY OF PUNE
PREPARED BYMAHESH DIGHE
MBA-MARKETING2007-2009
SARADCHADRA PAWER INSTITUTE OF MANAGEMENT
AUTOR,DIST-PUNE
ACKNOWLEDGEMENT
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A project of this nature is an arduous task I was fortunate enough to getsupport from a large number of persons to whom I shall always remain grateful.
I would like to give heartful gratitude to SAMSUNG INDIA ELECTORNICSLTD. SANGAMNER. for allowing me to undertake this project.
I take this opportunity to thank Mr. MEHTA, Area manager Sales, forproviding me an opportunity to work for Samsung India Electronics Ltd.
I am also desirous of placing on record profound indebt ness to Prof. Gosavi sir,project guide, for the valuable advice, guidance, precious time and support that heoffered.
Last but not the least, I would also like to thank all the respondents for givingme their precious time and relevant information and experience I required withoutwhich this project would have been a different story.
MAHESH DIGHE
INDEX
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SR. NO. TOPIC PAGE NO.
1 INTORDUCTION 4
2 RATIONALE 6
3 OBJECTIVE 7
4 HYPOTHESES 8
5 COMPANY PROFILE 9
6 BRIEFING ABOUT COMPETITORS 19
7 RESEARCH DESIGN 22
8 DATA ANALYSIS AND INTERPRETATION 25
9 S.W.O.T ANALYSIS 59
10 CONCLUSIONS 60
11 RECOMMENDATIONS 62
12 LIMITATIONS 63
13 BIBLIOGRAPHY 64
14 ANNEXURE 65
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INTRODUCTION
Manufacturers normally use intermediaries for taking their product to the users.The intermediaries bear a variety of names which are given below:
Sole-selling agent
Marketer
C&F agents
Stockist/Distributor/Wholesaler
Semi-wholesaler
Retailer/dealer
Broker
Franchisees
Commission agents
Jobbers
All such intermediaries constitute the marketing channel. The manufacturers
branch offices, depots, warehouses and showrooms too form part of the marketing
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channel. Where institutional channels like chain stores, supermarkets, etc. are usedby the firm, they too form part of the marketing channel of the firm.
Channels play a pivotal role in marketing; they perform a number of vitaldistribution functions. Their importance emanates form the functions performed bythem.
Firms rely on marketing channels for generating customer satisfaction and forachieving differentiation over competitors. Channels are thus a vital source ofcompetitive advantage for the firm.
CLASSIFICATION OF GOODS
a) Based on their status
Consumer goods
Specialty goods
Shopping goods
Convenience goods
b) Based on extend of durability
Durable goods
Non durable goods
Consumer goods: Are those products which are bought by the household or theultimate consumers for personal, non-business use. E.g. coke, edible oil etc.
Convenience goods: This category of goods people buy frequently with leastpossible time and effort. e.g. Salt, matchbox etc.
Specialty goods: Its a consumer good with perceived unique characteristics suchthat consumer are willing to spend special efforts to buy them are known as specialtygoods. e.g. BMW car, Mercedes Benz etc.Shopping goods: These goods are purchased by buyer on the basis of material
perceived as qualitative differentials, price, variation, material design, perfectionsand style attractions making the buyer like style e.g. Jewelry, shoes etc.
Durable and Non-Durable goods: Are the products with the tangible existencewhich may last for many years rendering active service to the owner are called asdurable goods. e.g. TV, Refrigerators, washing machine etc. These products require a
lot of personal selling, pre-sale and post-sale service. This gives large volume of themargin to the seller but, requires an assured after sale service.
Similarly, tangible products which last for a use or consumed at once arecalled non-durable goods. E.g. tooth brush, Vaseline, cosmetics etc. Though thenature of existence of these products is not identical, goods are consumed very fast.The advertising offered by these goods is subject to be repeated. The consumer goesfor next purchase when he is satisfied with the previous purchase. These productsrequire intensive advertising activity in order to pursue potential customers to trythem out so as to build brand preferences and brand loyalty.
Channel Levels, Channel Members, and Channel Length
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All marketing intermediaries do not operate at the same tier; they operate atdifferent tiers. Each distinctive tier of intermediaries is referred to as a level in thechannel; and each link is referred to as channel member. The number of levelsdetermines the length of the channel; the more the levels, longer is the channel.The number of members does not determine the length of the channel.
As evident form the above figure consumer sometimes go directly to the factory andobtains goods by way of purchase or places order for the goods from the catalogue.Durable consumer goods like car, clothing, furniture etc. are generally distributedthrough retailers. In many cases manufacturers distribute through its own showroomwhich operates as retail outlets like Bata Shoe Company. Consumer goods like autospare parts, T.V, washing machine etc. are distributed through wholesalers and
retailers, consumer goods of non-durable goods like food grains, sugar, andprocessed foods are generally distributed through broker, wholesaler and retailers.
RETAILING
The retailers are the final link in the channels of distribution that facilitate movementof goods or products from manufacturers to the ultimate consumers. In simple termsthe retailing refers to all transactions that lead to the sale of goods to the ultimateconsumers for personal consumption unlike sale affected earlier form manufacturersto the wholesalers and their form to retailers.
Functions of Retailers in marketing Channels:
Ascertaining the nature and demand for the products.
Procuring needed products.
Arranging needed products
Storing goods
Grading the packaging
Risk bearing
Selling.
Service rendered by the retailers:
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Consumer
Level 11
Level 2
Dealer
Consumer Consumer
Dealer
Distributor
Level 3
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Following are the service rendered by the retailers:
The retailers hold ready stock of various commodities required for theconsumers. The consumers are thus, relieved of the need for holding a variety
of goods which could extremely inconvenient and cumbersome. The consumer find it convenient to exercise choice in the collecting goods as
needed by them, because the retailers always maintain a good assortment ofdifferent varieties of the particular goods.
The retailers are well aware of new appearances in the promotion of the product. By collecting and displaying in an appropriate manner the newproducts, the retailers keep consumers informed of the changing trend in theproduction of the different types of goods, besides helping manufacturers topromote their products.
A retailer deals in various brands of the products. They gain specialknowledge with regard to the relative merits of such products. By guiding theconsumers with this knowledge about various brands of the products theydeal, they contribute considerably to the selection of goods by consumers.
The retailers provide different facilities along with the consumption of thegoods to the consumers. These are economies of the cost of consumption.
The retailers often create demand by adopting different methods of manufacturers theretailers anticipate the needs and wants of consumers. clothing, furniture etc. aregenerally distributed through retailers. In many cases manufacturers distributethrough its own showroom which operates as retail outlets like Bata Shoe Company.Consumer goods like auto spare parts, T.V, washing machine etc. are distributed
through wholesalers and retailers, consumer goods of non-durable goods like foodgrains, sugar, and processed foods are generally distributed through broker,wholesaler and retailers.
CRITERIA FOR PERFORMANCE EVALUATION OF
CHANNEL MEMBERS
Penetration Level:
The penetration of a brand in a particular market is the measure of the number of thedealers who are actually dealing or selling that brand out of the total dealers presentwithin that particular market. In this case it might happen that some of the dealers donot keep the product of that brand on display but sell it when demand comes from acustomer.
Physical Reach:
The physical reach of a brand is the measure of the number of the dealers who areactually dealing or selling that brand as well as they allot some display area within
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their shops for the products of that brand out of the total dealers present within thatparticular market.
Both penetration level and physical reach indicate the degree to which the
marketing channelmakes it easy for customers to purchase the product.
Display Percentage:
Display percentage is the percentage of display area occupied by the products ofdifferent brands to the total display area within the shop.
Assortment Breadth:
Assortment breadth is the mixture or variety of products provided by the companys
marketing channel to its potential customers. More the choices are available greaterthe chance of finding what the customers need and consequently satisfy them.
Service Backup:
The add-on services (delivery, installation, repairs) provided by the marketingchannel to the customers.
IMPORTANACE OF THE STUDY
Always there is a gap between the company expectations regarding the business fromchannel partners and the actual performance of the channel partners. This happensdue to lack of proper understanding and communication between both the partners.To avoid this each partner should have enough knowledge about each other.
Channel partner plays an important role to increase the sale and also inconnecting the manufacturer with the ultimate consumers. The manufacturer should
be cautious at the time of selection of channel partners, to avoid conflicts in therelationship between the two partners. Each should extend their cooperation to each
other. For instance the manufacturer should avoid having too many distributors in a particular area, which affect the business of existing channel members. The
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manufacturer may adopt justified margin strategies based on the functions performedby different channel members.
During the maturity stage of the business, the manufacturer should notneglect the existing channel partners in terms of support and incentives. The
company should take prompt corrective measures against backorders, damagedgoods and other business problems. In the mean time channel partners should extendtheir loyalty to their company. The partners should understand each other in a bettermanner. Also the manufacturer should have realistic business expectations formchannel partner, the channel partners should have rational demand for support andincentives from the company. These are the keys for maintaining a good relationship
between company and channel partners which leads to successful business.
This project goes on the same line and includes finding the dealersexpectations from the company, their satisfaction level, their promotional activities.Also to find their actual physical reach in the Nashik City, their penetration level
among the dealers of the Nashik. Finding out the assortment breadth provided by thecompany to its customers, dealers expectations from the distributors and also, to findout that, is there proper motivational program for them.
Managerial decisions involving marketing channels are among the most critical thatan organization must make. Part of the reason for this importance is that relationships
between manufacturers and their intermediaries usually involve long-termcommitments that are difficult to change.
RATIONALE
In todays highly competitive market due to globalization and liberalization
striving for their share in the market pie now a days all the companies are fighting
tooth and nails to guard their market share. New strategies and policies are
continuously being evolved and formulated to capture additional share as well as to
retain the existing share. Today, it is buyers market. The companies are going all out
to woo the customer and try to meet their demand effectively.
This project deals with the Study of the feedback received from the channelmembers. Channel members play very important role in enhancing sales for the
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company. Consumer durable (Electronic & Home appliances) market is flooded by
many players and it is imperative for every company to know how well are the
channel members satisfied with them and if not where is the lacunae and what
measures should be taken to overcome the problems. The company should take steps
to keep channel members happy so that they retain faith in the company.
The research conducted was descriptive in nature and conclusive and is out to
eliminate bias and maximize clarity. Nashik City segment was surveyed to attain
certain results. The survey was conducted to analyze penetration level, physical
reach, channel members satisfaction level and customer service output level
provided by Samsung in comparison to other brands playing in Nashik city.
The research conducted gives some findings, depending on these findings
conclusions are drawn and these conclusions form the basis for recommendations,
which helps the company to take prompt and corrective measures to overcome the
obstacles acting as hurdles in goal achievement and to evoke maximum positive
response from the channel partners.
OBJECTIVES
1. To find out penetration level among dealers of Samsungs products in
Sangamner city.
2. To study dealers perception and satisfaction level with Samsung products.
3. To calculate display percentage and physical reach of Samsung products in
consumer electronics category.
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4. To find the assortment breadth provided by the Samsung to its customers in
Sangamner city.
HYPOTHESES
A hypothesis is a tentative solution or answer to the research problem, which
the researcher has to test, based on the available body of knowledge or on knowledge
that can be known.
The following are the hypotheses statements adopted for this study:-
Brand preferences and consumer buying behavior are subject to change with
the change in geographical area.
Product display percentage and physical reach, impact dealers sales
performance to a large extent.
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Channel members performance depends on coordination, team work and
company support.
ORGANIZATIONAL PROFILE
Samsung Electronics Mechatronics Center was established in the early 1980swith a mission to increase production competitiveness as one of the core factorsrequired to be a top world-class company.
SAMSUNG BEGINNING
On March 1, 1938, founding chairman Byun-Chull Lee started a business inTaegu, Korea with 30,000 won. At first, Mr. Lees little business was primarily intrade export, selling dried Korean fish, vegetables, and fruit to Manchuria andBeijing. But in just over a decade, SAMSUNG- meaning literally three stars inKorean would have its own flour mills and confectionery machines, its ownmanufacturing and sales operations, and ultimately become the roots of the modernglobal corporation that still bears the same name today.
Founded: 1938
Chairman (since 1987): Kun-hee LeeFounder: Byung-Chull Lee (1910-1987)
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Headquarters: Seoul, South KoreaGlobal Operations: 337 offices and facilities in 58 countries
Number of affiliated companies within the group: 34
AFFILIATED COMPANIES - SAMSUNG
ELECTRONIC INDUSTRIES
SAMSUNG Electro-Mechanics SAMSUNG SDI SAMSUNG Corning SAMSUNG Corning Precision Glass SAMSUNG SDS SAMSUNG Networks
SAMSUNG Heavy Industries SAMSUNG Techwin
SAMSUNG Total Petrochemicals SAMSUNG Petrochemicals SAMSUNG Fine Chemicals SAMSUNG BP Chemicals
SAMSUNG Life Insurance SAMSUNG Fire & Marine Insurance SAMSUNG Card SAMSUNG Securities SAMSUNG Investment Trust Management
SAMSUNG Venture Investment
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SAMSUNG Corporation SAMSUNG Engineering Cheil Industries SAMSUNG Everland The Shilla Hotels & Resorts Cheil Communications S1 Corporation SAMSUNG Medical Center SAMSUNG Human Resources Development Institute SAMSUNG Advanced Institute of Technology SAMSUNG Economics Research Institute SAMSUNG Lions The Ho-Am Foundation SAMSUNG Foundation of Culture SAMSUNG Welfare Foundation SAMSUNG Press Foundation
VISION OF SAMSUNG INDIA
GROWING TO BE THE BEST
Samsung India aims to be the Best Company in India by the Year 2006. BestCompanyin terms of both the internal workplace environment as well as the externalcontext in which the Company operates. Samsung aims to grow in India bycontributing to the Indian economy and making the lives of its consumers simpler,easier and richer through its superior quality products.
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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 Headquarters
MISSION
Our aim is to achieve prominence contributions, to execute our work professionallyand not to jeopardize quality in delivery world-class products to our customers.
To actively participate with our customers.
To recognize and confront the global challenge.
To create better future for all.
VALUES & PHILOSOPHY
Our Management Philosophy
"We will devote our human resources and technology to create superior products andservices, thereby contributing to a better global society."
Our management philosophy represents our strong determination to contributedirectly to the prosperity of people all over the world. The talent, creativity anddedication of our people are key factors to our efforts, and the strides we've made intechnology offer endless possibilities to achieve higher standards of livingeverywhere.
At SAMSUNG, We believe that the success of our contributions to society and to themutual prosperity of people across
OUR VALUES
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Our value structure follows P-V-P system; Management Philosophy, Core Values,and Global Code of Conduct (Principles).
People:
We value our people with a strong belief in "A company is its people"philosophy & provide opportunities to perform their full potential.
Excellence:
We give our best efforts with endless passion & challenge spirit to becomeworld best in every ways.
Change:
We rapidly take the initiative in executing change & innovation with a senseof crisis: we can not survive if we do not constantly strive to innovate.
Integrity:
We act in a right and ethical way in all manners, ensuring fairness with honorand grace.
Co-prosperity:
We take full responsibilities as a good corporate citizen in pursuit of mutualprosperity of our community, nation and human society.
SAMSUNG IN INDIA
Samsung India is the hub for Samsungs South West Asia Regional operations. TheSouth West Asia Regional Headquarters looks after the Samsung business in Nepal,Sri Lanka, Bangladesh, Maldives and Bhutan besides India. Samsung India which
commenced its operations in India in December 1995, today enjoys a sales turnoverof over US$ 1Bn in just a decade of operations in the country.
Headquartered in New Delhi, Samsung India has a network of 20 BranchOffices and 40 Area Sales Offices located all over the country. The Samsungmanufacturing complex housing manufacturing facilities for Colour Televisions,Colour Monitors, Refrigerators and Washing Machines is located at Noida, nearDelhi. Samsung Made in India products like Colour Televisions, Colour Monitorsand Refrigerators are being exported to Middle East, CIS and SAARC countries fromits Noida manufacturing complex.Samsung India currently employs over 1600 employees, with around 18% of its
employees working in Research & Development.
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MANUFACTURING
Samsungs state of the art highly automated manufacturing facilities are located atthe Companys sprawling Noida Complex. Enjoying the Number 1 position amongstall Samsung subsidiaries in terms of productivity and having been ranked as the
subsidiary with the Best Quality System, Samsung India prides itself for itsManufacturing Value Innovation.
The manufacturing capacities of the Samsung products manufactured in India (as ofYear 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
RefrigeratorsWashingMachine
0.5 million Fully Automatic and SemiAutomatic
AC 0.4 million Window and Split ACs
Samsung India is working with and contributing to the development of the domesticcomponent industry in the country. The Company is working with its partners toimprove their product quality and processes. Thus, Samsung vendors are sent todifferent Samsung subsidiaries to meet the Samsung overseas vendors in order to
benchmark their own processes. Samsung is also training its vendors on eco-
partnership so that the components manufactured by them are eco friendly as perROHS norms.
Samsung products manufactured in India currently enjoy an average localizationlevel of over 50%.
AWARDS
Manufacturing Value Innovation Gold Award for Productivity, Cost, Speed atthe Visual Display Plant November 2004.
Management Innovation Award December 2004
Samsung Quality Award November 2004 for Colour Television & ColourMonitor
PlantsSamsung Innovation Award November 2004 for Refrigerator Plant.
PRODUCT PROFILE
TV
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Plasma TV
Worlds largest Plasma Display Panels now available in 3 differentsize.
Auto Wall Mount
Packed with stunning features, the Auto Wall Mount will revolutionizeyour life.
(LCD TV) Bordeaux Art
In this series, design is realized not just through form but also throughthe use of materials and light.
(LCD TV) Sonoma Trenz
The Sonoma Trenz Series gives you Samsung LCD TV's classic andelegant design.
(LCD TV) Mosel Blaque
This standart-setting new series of Samsung LCD TVs brings you thefinest picture quality.
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(LCD TV ) FHD Mosel
Enjoy superior clarity, phenomenal depth and sophisticated looks.
(LCD TV ) Neo Mosel
Imagine color in motiontrue to life and incrediblysharp.
(LCD TV) Sonoma
Imagine something so amazing delivered to you.
(LCD TV) Bordeaux
Imagine beauty that is so captivating,it's distracting.
(LCD TV) S5 Series
Its not hard to imagine about LCD TV now.
(Flat TV) SlimFit TV
Design innovations that set the standard.
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(Flat TV) 29 inches
A cinematic experience in your own living room.
(Flat TV) 25 inches
The new breakthrough in visual excellence.
(Flat TV) 21 inches
The aesthetic of hi end technology.
(Flat TV) 15 inches
Enhance your viewing pleasure.
REFRIGERATOR
(Direct Cool) 180-200 L
Superb value. Uncommon performance. with a powerful newcompressor & stunning new finish the Samsung Bio-Cool is the perfectcombination of Value & performance.
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(Frost Free) Less than 350 L
Samsung's frost free models are filled with practical ideas. Most of all,by featuring advanced cooling systems like twin cooling and X-flow,Samsung refrigerators are designed to give you the superior cooling
performance you've never experienced.
(Frost Free) Greater than 350 L
Samsung refrigerators are designed to give you the superior coolingperformance you've never experienced. Choose a perfect match foryour needs.
(Frost Free) Side by Side System
Add quality and style to your kitchen. Inspired by the American Side-by-Side but having extra added value. Twin Cooling System to giveyou optimum food preservation.
(Frost Free) Bottom Freezer
Bottom Mounted Freezer is a design innovation that facilitates easeand convenience. The Freshest Cooling Technology innovation in theworld.
WASHING MACHINES
(Fully Automatic) Front Loading
A breakthrough in washing machine technology. It will change the wayyou wash clothes forever.
(Fully Automatic)Top Loading
The top loading washing machine features Samsung's Super CleanSystem that guarantees to knock off the toughest stains.
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Semi Automatic
Incredible value for money. Coupled with the simultaneous action ofpowerful washing and high speed spin drying.
MICROWAVE OVEN
Solo
If you are looking for all round cooking solution, the Samsung Solowould make an ideal choice. With uniform heat distribution, multiple
power levels and a host of other features, the Samsung Solo is ideal foreveryday tasks like defrosting, reheating & cooking.
Grill
The Samsung Microwave Ovens with Grill, is ideal for browning andmaking dishes crisp. Brown & crispy toasts, kebabs and tikkas are justa finger-touch away. Samsung Microwave Ovens offer various powerlevels in grills and combination modes to suit your cookingrequirements.
Convection
Convection cooking uses a fan and a heating element to create air flowpatterns inside the microwave oven. This ensures optimum browningof the food in the fastest possible time, making it the ideal choice to
bake cakes, muffins and more.
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VARIOUS COMPETITORS OF SAMSUNG
LG
VIDEOCON
ONIDA
GODREJ
WHIRLPOOL
KENSTAR
ELECTROLOUX
HAIER
BPL
SANSUI
From total data collected form fieldwork, it has been found that LG, VIDEOCONand ONIDA are the main competitors of SAMSUNG.
So, below is a brief look at three main competitors.
LG ELECTRONICS INDIA PVT. LTD.
LG Electronics India Pvt. Ltd., a wholly owned subsidiary of LG Electronics,South Korea was established in January, 1997 after clearance from theForeign Investment Promotion Board (FIPB).
The trend of beating industry norms started with the fastest ever-nationwidelaunch by LG in a period of 4 and 1/2 months with the commencement ofoperations in May 1997. LG set up a state-of-the art manufacturing facility atGreater Noida, near Delhi, in 1998, with an investment of Rs 500 Crores.
This facility manufactured Colour Televisions, Washing Machines, Air-Conditioners and Microwave Ovens. During the year 2001, LG also
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The group today is one of the largest manufacturers of Colour Picture Tubesand Glass shells from state of the art units in Mexico, Italy, Poland, India andChina which form the backbone of many Colour Television manufacturers
around the world.
Shri Nandlal Madhavlal Dhoot was the founder of Videocon Group,1987.The group is composed of:
Videocon Appliances Ltd. Videocon International Ltd. Videocon Narmada Glass Ltd. Videocon Power Ltd. Videocon VCR Ltd.
Videocon Petroleum Ltd.
Shri Nandlal Madhavlal Dhoot, the founder of the Videocon Group,completed his education in Ahmednagar and Pune. He was a successfulsugarcane and cotton cultivator. As a next logical step to vertical integration,he boldly took upon an entrepreneurial venture by importing machinery fromEurope to set up the Gangapur Sakhar Karkhana (Sugar Mill) in 1955. Thosewere the times when the village did not even have electricity. Thus wasunleashed an Industrial Revolution.
The die was cast. Over the years, Nandlalji's path-breaking attitude foundexpression in a myriad ways, earning him the well-deserved reputation of thepioneer of industrial activity in Marathwada India.
In early 80's Nandlalji initiated his three sons - Venugopal, Rajkumar andPradeep into business. Through a technical tie up with Toshiba Corporationof Japan, he launched India's first world-class color Television: Videocon.Today, Videocon is household name across the nation- India's No. 1 brand ofConsumer Electronics & Home Appliances, trusted by over 50 million peopleto improve their quality of life.
ONIDA (MIRC ELECTRONICS)
Onida is one of India's leading electronics brands, established as "MIRCElectronics" in 1981.
HISTORY
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Onida was started by G.L.Mirchandani and Vijay Mansukhani in 1981 inMumbai. In 1982, Onida started assembling television sets at their factory inAndheri, Mumbai. Since then, Onida has evolved into a multi-product company inthe consumer durables and appliances sector. Onida achieved a 100% growth in ACsand microwave ovens and a 40% growth in washing machines last year.
ONIDA TODAY
Today Onida is one of the popular electronics brands in India. Onida has a networkof 33 branch offices, 208 Customer Relation Centers and 41 depots spread acrossIndia. As on 31st March 2005, Onida enjoyed a market capitalization of Rs.301.46crore. As the Chairman and Managing Director of Mirc Electronics, Mr GuluMirchandani is responsible for formulating, incubating and delivering emergingtechnologies and services in the area of consumer electronics. Under his leadershipand guidance, Mirc Electronics won an Award for Excellence in Electronics in1999, from the Ministry of Information Technology, Government of India. Mr Gulutakes personal interest in conceptualizing and delivering various designs whichappeal to Indian consumers. He also takes great pride in people management
practices at Mirc Electronics and personally interacts with personnel at all levels,
regularly guiding and motivating them to achieve greater goals. He is an alumnus ofBITS, Pilani, and holds a degree in B.E. (Mechanical).
PRODUCTS
Onida brand has following range of products.
1. LCD TVs2. Plasma TVs
3. Televisions
4. DVD and Home Theatre Systems
5. Air Conditioners
6. Washing Machines
7. Microwave Oven
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RESEARCH DESIGN
The principal task of marketing management is to fulfill the aspirations of theconsumers. It is thus imperative to understand what consumers want; how they make
a choice; or what are their sources of information and influence processes etc. in themarket; evaluate and monitor marketing actions; and in general, evolve bettermarketing program to serve the interest of consumers. Thus market research acts alink between the consumer and market.
ROLE OF MARKET RESEARCH
Market research is defined as the systematic and objective search for analysis ofinformation relevant to the identification and solution of any problem in field ofmarketing.
According to American Marketing Association (AAA) marketing research isdefined as the systematic gathering, recording and analyzing of data about problemsrelating to the marketing of goods and services.
RESEARCH STUDY
The aim of this research is to study the dealers perception and satisfaction levelabout Samsungs distribution service and penetration of SAMSUNG brand amongdealers in Nashik.
HYPOTHESES
A hypothesis is a tentative solution or answer to the research problem, which
the researcher has to test, based on the available body of knowledge or on knowledgethat can be known.
RESEARCH METHODOLOGY
When the researcher is interested in knowledge the characteristics of certaingroups such as age, sex, education level, occupation, etc. interested in knowing the
proportion of the population who have behaved in a particular manner, making theprojections of certain things or determining the relationship between two or morevariable, Descriptive Study becomes necessary. That is why we have decided togo for a structured, undisguised Descriptive Study.
Descriptive Study is well structured. Design in such studies must be rigid andnot flexible and must focus attention on following:
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What the study is about and why is it being made?
What techniques of gathering data will be adopted?
How much material will be needed?
Where can the required data be found?
Processing and analyzing of the data.
Reporting the findings.To get the quantitative information during the study, various methods can beadopted like watching or observing people, experimenting on prices and designsof the products, interviewing etc. since we are required to interact with thesubjects we have adopted personal interview/survey method.
SAMPLING
An integral component of a research design is the sampling plan. Specifically,
it addresses three questions: whom to survey (the sample unit), how many tosurvey (the sample size), and how to select them (the sampling procedure).Making a census study of the universe will be impossible on the account oflimitations of time and money. Hence sampling becomes inevitable. A sample isonly a portion of universe population. According to Yule, a famous statistician,the object of sampling is to get the maximum information about the parent
population with minimum effort. Properly done, sampling producesrepresentative data of the entire population.
SAMPLING METHODOLOGY
In our case population/universe is quite large so, we decided to go forprobability sampling. Under this sampling design every item of the universe hasan equal chance, or probability of being chosen for sample. This implies that thesection of the sample items is independent of the persons making the study thatis, the sampling operation is controlled objectively so that the items will bechosen at random. Probability sample may take the form of:
Simple random sampling
Systematic sampling
Stratified sampling
Cluster and area sampling
Sequential sampling
Multi stage sampling
In our case we have adopted Area Sampling.Population/universe: Dealers in and around Nashik city.
Sample Size: 110 dealers
DATA COLLECTION METHOD
Collection of data is the first step in satisfying the goal of conclusion. Thedata collection process follows the formulation of research design including the
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sample plan. Data, which can be secondary or primary, can be collected using varietyof tools. In our case we needed only primary data. Primary data can be collected inmany important ways:
Observations method
Interview method Through questionnaire
Warranty cards
Distribution audits
Consumer panels
Using mechanical devices
Through projective techniques
Depth interviews
Content analysis.
The most commonly used method to collect primary data is through field survey.Those surveys can bea) personal
b) mailc) telephonic.
It is common practice to use structured questionnaire prepared in advance, to elicitthe necessary form the respondents.
In our research we have adopted survey and interview method to collect data.
Data collection method : Face to face interviews
Data collection instrument : Structured, disguised questionnaire
SOURCES OF DATA
In case of dealers:Common and specialized dealers having Consumer durables as their stock-
keeping unit.
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DATA ANALYSIS AND INTERPRETATION
The data collected from primary sources (through collection of responses tothe questionnaire) was assembled, sorted, selected and analyzed. To understand theresults more specifically, whole Nashik city is divided into five areas and under eachof the five names some small areas included, which are mentioned below:
MAIN ROAD
Main Road
Gandhi Chuk
Bazaar peth
NAGAR ROAD
Vidya nagar
Link Road
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MAIN ROAD
Q.1 Which are the brands do you deal in?
20
30
2421
16
10
05
10
15
20
25
30
35
NO.OFDEALER
Sam sung LG V'CON Onida W'pool Godrej
BRANDS
MAIN ROAD Q1
Out of the total dealers covered, it was found that LG has largest penetration amongdealers in Main Road area. VCON being the second and ONIDA stood at the third
position where as, SAMSUNG being the fourth position holder.
Q 2. Physical reach of different brands i.e. their actual physical presence withindifferent stores.
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14
29
1715 13
7
0
5
10
15
20
25
30
NO.OFDEALER
Samsung LG V'CON Onida W'pool Godrej
BRANDS
MAIN ROAD Q2
In Main Road area, out of the total dealers/shops covered, LGs product was presentwithin 29 shops, making it the first position holder, where as VCON and ONIDA
being the IInd and IIIrd position holders respectively. Here also SAMSUNG stood atthe fourth position.
Q 3. Which brands do you recommend to the customers more?
9
18
14
9
5
1
0
2
4
6
8
10
1214
16
18
20
NO.OFDEAL
ER
Sam sung LG V'CON Onida W'pool Godrej
BRANDS
MAIN ROAD Q3
We can observe form the above chart that LG is the top brand recommended by mostof the dealers to customers in Main Road area. VCON bags the second positionwhere as SAMSUNG and ONIDA has a tie for the third position.
4. Average display percentage of each brand within various stores.
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a) Effective Advertising: - We can observe from the above chart that almost66% of all the dealers in Main Road area are satisfied with the effectiveadvertising of LG, ONIDA and WHIRLPOOL. Where as only 57% of thedealers are satisfied with the effective advertising of SAMSUNG. So,
Samsung needs to do his homework in Ads area.
b) Schemes & Offers:- As far as schemes and offers to dealers is concernedSamsung stood first among all the brands in Main Road area followed byONIDA, LG, VCON and WHIRLPOOL respectively.
c) Timely Delivery of products:- In case of timely delivery of products, all thedealers within Main Road area are fully satisfied with every brand ownerservice.
Q 6 (a). What is your opinion about companys customer complaint handling?
a) Good b) Satisfactory c) Poor
0
33.4
66.6
028.6
71.4
22.3
44.4
33.3
5.3
52.6
42.1
16.8
41.6
41.6
0
54.5
45.5
0%
20%
40%
60%
80%
100%
DEALERS
SA MSUNG ONIDA GODREJ
BRANDS
MAIN ROAD Q6(a)
GOOD
SATISFACTORY
POOR
We can observe that, in case of customer complaint handling performance, LG isbeing the front runner followed by SAMSUNG at second and WHIRLPOOL at thirdposition.
Q 6 (b). How much time do the companys service centers take to respond tocustomer complaints?
a) Within 24 hrs b) Between 24-48 hrs c) Above 48 hrs
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13.4
53.3
33.3
10
70
20
38.5
61.5
0
56.3
43.7
0
16.7
83.3
0
15.4
84.6
0
0%
20%
40%
60%
80%
100%
DEALERS
Samsung Onida Godrej
BRANDS
MAIN ROAD Q6(b)
Within 24 hrswithin 24-48 hrs
Above 48 hrs
Here also, we can observe that LG is leading among other brands in quick after saleservice segment, in which 90% of all the dealers in Main Road area say that LG
provides service within 0-48hrs. LG is followed by SAMSUNG with 86.6 % of allthe dealers satisfied with their after sale service. WHIRLPOOL stood at the third
position where as VCON being the worst performer.
Q 7. Does company provides you any display allowances, motivation program andtraining program regarding product and sales presentation?
68.4
47.4
26.4
31.6
52.6
73.6
66.6
42.9
14.3
33.4
57.1
85.7
68.4
33.3
15
31.6
66.7
85
68.4
29.5
10.5
31.6
70.5
89.5
66.7
23.1
0
33.3
76.9
100
0%
20%
40%
60%
80%
100%
DEALERS
YesSam
sung
NoYes
LG
No Yes Onida
No Yes V'CON
No Yes W'pool
No
BRANDS
MAIN ROAD Q7
Display Allowance
Motivation Program
Product Training
`
a)Display Allowance:- Here SAMSUNG stood at first position as almost 27 % ofall the dealers in Main Road area are satisfied with their display allowance scheme
and it is followed by ONIDA and LG at second and third positions respectively.
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b)Motivation Program:- Here also SAMSUNG stood at first position, as almost 50% of all the dealers in Main Road area are satisfied with their motivation programand it is followed by LG and ONIDA at second and third positions respectively.
c)Product Training:- As far as new product training is concerned almost 69 % of
all the dealers in Main Road area are satisfied with all the brand owners approach.
8. The average assortment breadth provided by Samsung and its competitors in
every shop with respect to their physical presence.
ASSORTMENT BREADTH - MAIN ROAD
0
0
3.2
2.7
5
3
1.4
0
1.4
0.64
2.4
1.6
1.6
0
3.1
1.6
0
0
0.3
0
0.38
0.21
0.15
0.14
1
0
0.45
0.36
0
0.14
0.11
0.6
1
0.21
0.11
0.53
0 1 2 3 4 5 6 7 8 9 10 11 12
Whirlpool
Godrej
V'CON
Onida
LG
Samsung
BRANDS
No. of Products / Shop
CTV
FF
DC
FA
SA
MWO
CTV: In CTV category LG is providing an average of five types of TVs per shop inMAIN ROAD area to match the desired choice of the customers where as, VCON is
providing 3-4 types of TVs and SAMSUNG and ONIDA are providing almost 3 TVsand hold the third position in this category.
FF: In FF category LG and GODREJ are the front runners, providing an average ofalmost two FF per shop in MAIN ROAD area, where as SAMSUNG andWHIRLPOOL are providing almost one FF per shop.
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DC: In DC category LG and WHIRLPOOL are leading by providing an average ofthree DCs per shop for customers choice match, where as SAMSUNG, GODREJand VCON are providing almost same assortment of two DCs per shop.
FA, SA and MWO: In case of FA & SA SAMSUNG, LG and VCON are providing
an assortment of less than one product per shop and other brands have negligiblepresence. Where as in case of MWO only LG and ONIDA are providing a littleassortment for choice and rest other brands including SAMSUNG have negligible
presence.
NOTE: While drawing any conclusion using this chart, the penetration level andphysical reach for the particular brand must be taken into consideration to depict thereal scenario.
NAGAR ROAD
Q.1 Which are the brands do you deal in?
11
13
9
13
7
3
0
2
4
6
8
10
12
14
NO.OFDEALER
Sam sung LG V'CON Onida W'pool Godre j
BRANDS
NAGAR ROAD Q1
Out of the total dealers covered, it was found that LG and ONIDA has largestpenetration among dealers in NAGAR Road area. SAMSUNG being the second andVCON stood at the third position.
Q 2. Physical reach of different brands i.e. their actual physical presence withindifferent stores.
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11 11
7
11
3
1
0
2
4
6
8
10
12
NO.OFDE
ALER
Sam sung LG V'CON Onida W'pool Godrej
BRANDS
NAGAR ROAD Q2
Physical reach is the actual presence of the products of different brands within
the shops. In Nagar Road area, out of the total dealers/shops covered, SAMSUNG,LG and ONIDA products were present within 11 shops, making them to share thefirst position followed by VCON at IIndposition.
Q 3. Which brands do you recommend to the customers more?
7
9
3
6
4
1
0
2
4
6
8
10
12
NO.OFDEALER
Samsung LG V'CON Onida W'pool Godrej
BRANDS
NAGAR ROAD Q3
We can observe form the above chart that LG is the top brand recommended by mostof the dealers to customers in NAGAR Road area. SAMSUNG bags the second
position where as ONIDA stood at the third position.
4. Average display percentage of each brand within various stores.
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NAGAR ROAD DISPLAY %
21%
24%
13%
12%
1%3%
26% Samsung
LG
Onida
V'CON
Godrej
Whirlpool
Others
In the display section, LG tops among other brands with an average of 24 % displayarea occupied by LG products within different shops in Nagar Road area. It is
followed by SAMSUNG and ONIDA at Second and third positions respectively.Though it appears that OTHERS brand products have occupied largest
display space but, it is not so, as it combines many other different brands whoseindividual display % can be considered to be almost negligible or comparable toGODREJ brand.
Q 5. Are you satisfied with the companys advertising and distribution support interms of
a) Effective advertisingb) Schemes & offersc) Timely Delivery of products
100
50
62.5
0
50
37.5
100
50
60
0
50
40
100
50
55.6
0
50
44.4
100
42.9
50
0
57.1
50
100
57.1
83.4
0
42.9
16.6
0%
20%
40%
60%
80%
100%
DEALERS
YesSamsung
NoYes
LG
No Yes Onida
No Yes V'CON
No Yes W'pool
No
BRANDS
NAGAR ROAD Q5
Effective Advertising
Scheme s & Offers
Timely Delivery
`
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a) Effective Advertising: - We can observe from the above chart that 84% of allthe dealers in Nagar Road area are satisfied with the effective advertising ofWPOOL and almost 63% of all the dealers with SAMSUNG and LG. Where as57% of the dealers are satisfied with the effective advertising of ONIDA.
b) Schemes & Offers:- As far as schemes and offers to dealers is concernedWPOOL stood first among all the brands in Nagar Road area where asSAMSUNG, ONIDA, LG, share the second position.
c) Timely Delivery of products:- In case of timely delivery of products, all thedealers within Nagar Road area are fully satisfied with every brand ownerservice.
Q 6(a). What is your opinion about companys customer complaint handling?
a) Good b) Satisfactoryc) Poor
022.3
77.7
09
91
14.4
42.8
42.8
44.4
55.6
0
0
100
0
0
50
50
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%100%
DEALERS
SA M SUNG ONIDA GODR EJ
BRANDS
NAGAR ROAD Q6(a)
GOOD
SATISFACTORY
POOR
We can observe that, in case of customer complaint handling performance, LG isbeing the front runner followed by SAMSUNG at second and GODREJ at thirdposition.
Q 6(b). How much time do the companys service centers take to respond tocustomer complaints?
a) Within 24 hrs b) Between 24-48 hrs c) Above 48 hrs
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14.2
85.8
0
18.1
81.9
0
44.4
55.6
0
87.5
12.50
66.7
33.3
0
50
50
0
0%
10%
20%
30%
40%
50%60%
70%
80%
90%
100%
DEALERS
Samsung LG Onida V'C ON Godrej W'P OOL
BRANDS
NAGAR ROAD Q6(b)
Within 24 hrs
within 24-48 hrs
Above 48 hrs
Here also, we can observe that SAMSUNG is leading among other brands in quickafter sale service segment, in which 86% of all the dealers in Nagar Road area saythat SAMSUNG provides service within 0-48hrs. SAMSUNG is followed by LGwith 82 % of all the dealers satisfied with their after sale service. ONIDA stood at thethird position where as VCON being the worst performer.
Q 7. Does company provides you any display allowances, motivation program andtraining program regarding product and sales presentation?
87.5
85.7
28.5
12.514.3
71.5
88.9
70
10
11.1
30
90
85.8
66.7
0
14.2
33.3
100
66.7
75
0
33.3
25
100
85.8
83.4
0
14.216.6
100
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
DEALERS
YesSamsung
NoYes
LG
No Yes Onida
No Yes V'CON
No Yes W'pool
No
BRANDS
NAGAR ROAD Q7
Display Allowance
Motivation Program
Product Tra ining
`
a) Display Allowance:- Here SAMSUNG stood at first position as almost 29 % of allthe dealers in Nagar Road area are satisfied with their display allowance scheme andit is followed by LG at second position.
b) Motivation Program:- Here also SAMSUNG stood at first position, as almost 86
% of all the dealers in Nagar Road area are satisfied with their motivation program
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and it is followed by WPOOL and VCON at second and third positionsrespectively.
c) Product Training:- As far as new product training is concerned almost 89 % ofall the dealers in Nagar Road area are satisfied with all the brand owners approach.
8. The average assortment breadth provided by Samsung and its competitors in everyshop with respect to their physical presence.
ASSORTMENT BREADTH - NAGAR ROAD
0
0
4.3
3
5.5
4.4
1
0
1.6
1.2
1.7
4
2.14
0
1.2
0.72
2
0
0.45
0.1
0.72
0.5
1.5
0
1
0.3
0.3
0.3
0.33
0
0
0.8
1.2
1
0.6
2.7
0 1 2 3 4 5 6 7 8 9 10 11 12
Whirlpool
Godrej
V'CON
Onida
LG
Samsung
BRAND
No. of Products / Shop
CTV
FF
DC
FA
SA
MWO
CTV: In CTV category LG is providing an average of almost 5-6 types of TVs pershop in Nagar Road area to match the desired choice of the customers where as,SAMSUNG and VCON are providing 4-5 types of TVs and ONIDA is providing 3TVs and holds the third position in this category.
FF: In FF category WHIRLPOOL is the front runner, providing an average of 3 FFsper shop in Nagar Road area, where as LG and SAMSUNG are providing an averageof 1-2 FFs per shop.
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DC: In DC category VCON is leading by providing an average of two DCs pershop for customers choice match, where as LG and WHIRLPOOL are providing anaverage of 1-2 DCs per shop. SAMSUNG is providing less than 1 DC per shop.
FA, SA and MWO: In case of FA and SA categories WHIRLPOOL is leading in
providing a little more assortment for choice and rest other brands includingSAMSUNG are providing an assortment of less than 1 product per shop. In MWOcategory LG, SAMSUNG and ONIDA are providing almost 1 MWO per shop.
NOTE: While drawing any conclusion using this chart, the penetration level andphysical reach for the particular brand must be taken into consideration to depict the
real scenario.
SANGAMNER CITY
1. Display percentage of different brands in Sangamner City.
DISPLAY % - SANGAMNER CITY
17%
23%
8%17%
2%5%
28%Samsung
LG
Onida
V'CON
Godrej
Whirlpool
Others
In the display section, LG tops among other brands with an average of 23 % displayarea occupied by LG products within different shops in Sangamner City. It isfollowed by VCON and SAMSUNG at Second position.
Though it appears that OTHERS brand products have occupied largestdisplay space but, it is not so, as it combines many other different brands whoseindividual display % can be considered to be almost negligible or comparable toGODREJ brand.
2. Dealers concentration among five areas of Sangamner city divided during thesurvey.
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DEALER CONCENTRATION - SANGAMNER CITY
29%
26%19%
12%
14%
From the chart we can observe that 29% of all the dealers present in the Sangamnercity are concentrated in Main Road area and it is followed by other, Vidya Nagar andLink area respectively. So, Samsung should try to penetrate more in the areas withhigh dealer concentration.3. Percentage physical reach of different brands within Sangamner City.
55.7
77
51.3
63.7
16
36.2
0
10
20
30
40
50
6070
80
90
100
%P
HYSICALREA
CH
Sams ung LG Onida V 'CON Godrej W'POOL
BRANDS
PHYSICAL REACH - SANGAMNER CITY
In Sangamner city, out of the total dealers/shops covered, LGs physical reach iswithin 77% of the all the dealers, making it first position holder, where as VCONand SAMSUNG being the IInd and IIIrd position holders respectively. Here ONIDAstood at the fourth position.
4. Percentage penetration level of each brand within Sangamner city.
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65.5
85.8
67.2
79.6
28
46
0
20
40
60
80
100
PENETRA
TION
Samsung LG Onida V 'CON Godrej W'POOL
BRANDS
PENETRATION LEVEL - SANGAMNER CITY
Out of the total dealers covered, it was found that LG has largest penetration among86% dealers in Sangamner city. VCON being the second and ONIDA stood at thethird position, where as SAMSUNG is placed at fourth position.
5. The average assortment breadth provided by Samsung and its competitors in everyshop with respect to their physical presence.
ASSORTMENT BREADTH - SANGAMNER CITY
0
0
3.8
2.5
4.3
4
1
0
1
1
2.5
2.2
1.2
0
2.2
1.4
0.5
0
0.2
0
0.4
0.3
0.5
0
0.5
0
0.4
0.3
0.2
0.2
0
0.4
0.6
0.6
0.2
1.2
0 1 2 3 4 5 6 7 8 9 10 11 12
Whirlpool
Godrej
V'CON
Onida
LG
Samsung
BRAND
No. of Products / Shop
CTV
FF
DC
FA
SA
MWO
CTV: In CTV category LG is providing an average of almost 4-5 types of TVs pershop in Sangamner city to match the desired choice of the customers where as,SAMSUNG is providing 4 types of TVs and positioned at second position. VCON is
providing 3-4 TVs and holds the third position in this category and ONIDA beingplaced at fourth position.
FF: In FF category WHIRLPOOL is the front runner, providing an average of 1-2 FFper shop in Sangamner city, where as SAMSUNG, LG and GODREJ are providing 1FF per shop. VCON presence can be considered as negligible.
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DC: In DC category WHIRLPOOL, LG and GODREJ are leading by providing anaverage of 2-3 DCs per shop for customers choice match, where as SAMSUNG andVCON are providing almost same assortment 2-3 DCs per shop.
FA, SA and MWO: In case of FA and SA categories only WHIRLPOOL, LG andSAMSUNG are providing almost same assortment of less than 1 product per shop inSangamner city . VCON and WPOOL are the leading brands in SA category. InMWO category SAMSUNG, LG and ONIDA are leading brands in Nashik city ascomparable to other brands in providing assortment breadth.
NOTE: While drawing any conclusion using this chart, the penetration level andphysical reach for the particular brand must be taken into consideration to depict thereal scenario.
S.W.O.T
S.W.O.T ANALYSIS FOR SAMSUNG ELECTRONICS INDIA LTD.
STRENGHTS:
Best quality product with unique features.
Strong infrastructure and technological base.
High consumer reliability and strong brand.
High product reliability.
WEAKNESSES:
Average satisfaction of dealers.
Low product placement.
Low awareness of product among customers.
OPPORTUNITIES:
Large dealer network can be used to increase market penetration.
Competitive pricing.
Getting business from institutional sales like educational institutes, establishedlaundries, hospitals, hotels, etc.
THREATS:
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Competitors like Videocon, LG, and Whirlpool have got momentum throughaggressive marketing, advertising and pricing strategies.
CONCLUSION
The data analysis and its implementation lead to the following conclusions:
Dealers selling Samsungs products are satisfied with the products performancebut, are expecting advertising support at local as well as National level.
During the survey it has been observed that the LG has maximum physical reachand display percentage of products among dealers than any other brand. This affects to alarge extent on the sales performance as display of products acts as few secondsadvertisement when customer enters to the shop, on the other hand physical reach speaksabout consistent availability of products within the shops.
It has been found during the survey that brand preferences change with change in
geographical area. For e.g. the area wise analysis shows that in Nagar area most of thedealers recommend the VCON products because its a worker group area where income
per family is low and hence they demand for low price products and VCON productssuits best in this case. But, in Main Road and New Nagar Road area there is mix of lowas well as high income families but, the proportion of high income families is more &hence the quality brands are preferred over the low price one, thats why quality brandsare recommended more by dealers in these areas.
Samsung has brand name and technological base as its biggest strengths.
Dealers are recommending the brand for sale due to the quality of the product and
after sale service provided by the company.
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In most of the areas dealers are quite satisfied with the display allowance,motivation program and training program of Samsung as compared to other brands, butSamsung still needs to improve as percentage of dealers satisfied is very less ascompared to unsatisfied ones.
Dealers in almost all the areas are fully satisfied with the product delivery serviceof the companies.
Awareness of Samsungs products among general consumer is very low.
LG provides the maximum assortment i.e. variety of products in shops to match thecustomers choice and it is followed by Samsung and VCON. It also helps inunderstanding the need of the customer.
During the survey, it has been found that LG has maximum penetration amongdealers, because it provides good assortment breadth which matches to both quality aswell as price needs of the customers. At some extent this affects penetration.
Most of the companies are having similar profit margins as per dealers.
In some of the areas dealers are not happy with the distributors as they also, sell the
product at comparably low price than dealers.
DEALERS EXPECTATIONS FROM THE COMPANY
Better profit margin.
Distributors should not be allowed to sell the products, in case if they are allowed
then a minimum price level should be fixed for them, and a proper vigilance by the
company should be incorporated to check them. This will avoid the price conflict
between the channel members.
Suitable pricing for the customers.
Continuous advertising on television as well as print media.
Continuous innovative products.
Off-season promotional activities.
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Off-season schemes for dealers as well as customers.
Arrangement of live demonstrations for the customers to know about products
features and mechanism.
Spare parts should be made available within time.
RECOMMENDATIONS
Company can provide variety of display sets to the dealers so that it can satisfy the
desired requirements of the customers through range of products.
Customer complaints should be given due attention, as it will help the company in
quick product improvement or modification.
A good inventory of spare parts should be maintained at the respective service
centers to avoid delay in providing after sale service. This will lead to creation of good
brand image, customer loyalty and customer retention.
Product promotion activities like free gifts distribution should be for minimum
possible time.
Price discounts should be given on products instead of free gifts. It is more
welcomed by dealers as well as customers and enhances the sale.
Some schemes like exchange offer can be tried out in the case of various products.
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Constant hammering on the minds of customer through advertising at special
events like recent Twenty-20 world cup, Diwali etc. should be done to create brand
awareness. Sales representative must keep visiting the channel members business place to get
idea about the problems faced by them and try to resolve that problem through co-
ordination and mutual understanding.
Use of sales team can be used for getting customer feedback.
Give more importance to customer retention.
Arrangement should be made for live demonstrations for customers to create
maximum awareness about the product.
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LIMITATIONS
I had to work under several constraints and limitations, which are given below:
The survey and research has been done in Sangamner city only and result cannot be
considered as representative of whole Nagar District or Maharashtra.
Out of the whole research and analysis, only few major brands could be highlighted,
leaving aside the other consumer durable manufacturers.
The questionnaire mostly contained multiple-choice questions. Therefore, many
respondents did not give a proper thought before up the questions and some even ticked
things, which were not applicable. Therefore all this may increase the bias.
The data had to be collected to the convenience, and thus the time restriction was
major hurdle.
Unwillingness of certain dealers to part with vital information such as sales figures.
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BIBLIOGRAPHY
1. Marketing Management Philip Kotler and Kevin Keller
2. Marketing Management V S Ramaswamy and S Namakumari
3. Marketing Research G C Beri
4. Samsung Brochures
5. www.samsungindia.com
6. www.lgindia.com
7. www.videoconworld.com
8. www.onida.com
52
http://www.samsungindia.com/http://www.lgindia.com/http://www.videoconworld.com/http://www.samsungindia.com/http://www.lgindia.com/http://www.videoconworld.com/8/9/2019 S maketing
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QUESTIONNAIRE
NAME OF AGENCY: _________________________________________
NAME OF OWNER: __________________________________________
AREA: ______________________________________________________
CONTACT NO.: ______________________________________________
1. Which are the brands do you deal in?
BRAND
L.G
SAMSUNG
VCON
WHIRLPOOL
GODREJ
ONIDA
OTHERS
2. Product display for the following product categories of different brands.
SAMSUNG LG ONIDA
VCON
GODREJ
WPOOL
OTHERS
CTV
FF
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DC
SA
FA
MWO
3. Which brand do you recommend to the customers more?
L
G
SAMSUN
G
VCO
N
WHIRLPOO
L
GODRE
J
ONID
A
OTHER
S
4. Are you satisfied with the companys support for increasing sales?
In terms of:-
Effective Advertising yes / no
Schemes and Offers yes / no
Timely delivery of ordered products yes / no
5. What is your opinion about companys customer complaint handling?
GOOD SATISFACTORY POOR
6. How much time do the Companys service centers take to respond to customercomplaints?
Within 24 Hrs. Between 24 to 48 Hrs. More than 48 Hrs.
7. Does company provides you any display allowances or any motivation program?
8. Does Company provide any training program regarding the technical aspects ofproducts, making sales presentation, handle objections etc.?
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9. What do you expect from the company for sales improvement?
___________________________________________________
