- Corporate Project study (CPS)
- Samsung India Electronics Limited Mumbai
2.
- Overview Of Indian telecom
Agenda.. 3.
- Overview Of Indian telecom
Agenda.. 4. Service providers Mkt Shr Handsets mnf. Mkt Shr All
Data are till Oct 2009/ source- TRAI,Tele.net, Voicendata,
Telenews.com Others: Intex, HTC,Huawei,ZTE,Micromax etc Rev-$34bn
Overview of Indian Telecom 525 mn sub 4 Circles 45.02% T.D 97.2 %
U.TD 19.7% R. TD Arpu 205 GSM Arpu 92 cdma MOU 419 15+ H/S M 196%
TD Chennai 19.7 R.T 5. 6. Founded in 1938 124 offices in 56
countries Mr. J S Shin, President & CEO 138,000 employee
worldwide $ 72 bn worldwide revenue $3 bn worldwide H/S revenue
Main Business Units
-
- Digital Appliance Business
Company Profile 7. Founded in 1995 Mr. Sunil Dutt Mobile Head
1000+ employee Head Quarter New Delhi Main Business Units
Samsung India mobile 8. TATA (TTSL/TTML ) MTS (SSTL) Virgin
Mobile (VMI) SAMSUNG CHANNEL / ND North East South West SSK BP
Price Rs. : 1k 2kPrice Rs : 3.5k 14kCDMA MOBILE Operators H/s Open
H/s Samsung CDMA Business Direct Marketing Open Marketing 9.
Product Profile 10. Product Profile 11. Product Profile 12. Product
Profile 13. Product Profile 14. Product Profile 15. Product Profile
16.
17. Company Samsung India Elex. Ltd Regional Office Mumbai
Product CDMA Mobile Region Mumbai Market Survey Research Personal
Interview Sample Size 132 Retailers/Distributors Avg Time Taken at
each retailers 8 minutes Type of Project Marketing Research Project
Snapshot 18. Company Samsung India Elex. Ltd Regional Office Mumbai
Product CDMA Mobile Region Mumbai Market Survey Research Personal
Interview Sample Size 132 Retailers/Distributors Avg Time Taken at
each retailers 8 minutes Type of Project Marketing Research Project
Snapshot 19. Five Steps of Marketing Research 20. Problem
Identification / Objective 21. Awareness Study Attitude Study
Positioning Promotion Test Questionnaire
- There was10 questions in Questionnaire.
- More focusd on open ended questions.
- Except one or two questions would be closed ended
questions.
- Time spent to retailers and distributors would be 5 to 10
minutes.
Formulating Research Design 22. Retailers TVH TVS WW TMS PlanteM
MBOs Regions South Mumbai Western Mumbai Central Mumbai Kalyan Navi
Mumbai Panvel Data Collection 23.
- Brands presents at the dealers :
SAMSUNG LG SPICE HUAWEI MICROMAX HAIER ZTE OTHERS (INTEX, HTC,
I-STAR etc.) Analysis 24.
- Key challenges in CDMA H/S facing by dealers:
- Models are not attractive.
- Main Market for 1 sttime buyer.
- Good market for low income people.
- Limited sellng of open hs
- Some models are not coming in market.
- 3k-4k mdls price should reduce.
- Samsung is little bit costlier than LG, haier.
Handsets Market Price 25. Market Share: 26.
- Comparative Market Share:
27.
28. After Sales Service:Distribution: 29.
- Interpretations for Samsung:
Consumer pull-ASSConsumer pull-Distribution: 30.
- Key motivator for dealers to sell particular open CDMA
handsets
- Quality of display and size of display.
- Software uses in handsets.
- Sleek, thin and good looking attractive model.
- Good sound, battery and display quality.
- At least 2 Mega pixel camera and 1 GB memory.
- It should be extendable memory.
- Music phones with 5k range model.
- Slide mobile is also in high demand.
- 5k Rs = camera (at least 2 MP) + 1GB memory + Bluetooth + slide
shape.
- CDMA + GSM phones customer likes more than GSM + GSM.
- Extra accessories like headphones, data cables, cds.
- Generally customer asks for memory, how many songs can be
stored.
- 3.5k to 7k Rs model are good in demand.
- 3k-5k Rs model should available in more variant.
- More variant of slide phones and touch screen phones should
available.
- Touch screen phones should come in 8k Rs range.
31.
- Key Factor that consumer consider while making 1 sttime
handsets purchase
- Customer wants 1k-2k Rs range mobile.
- Customer goes for basic models but if FM facility is there than
prefer that.
- Basic model + color display + FM + speaker phone in 2K Rs range
is most prefer handsets.
- Customer pays 1000 Rs for basic models and more than that
amount they expect FM.
- Display of handsets and software of handsets is also play major
role while purchasing.
- Other features like phone book memory at least 500 contacts
storage should be there.
- In message storage at least 150 messages storage should be
there.
- Customer goes for the look of the handsets.
- Customer expects headphones with the models.
- Customer always asks for battery backup while purchasing.
32.
- Dealers Suggestions to promote CDMA handsets
- Quality of handsets should available.
- Variety of handsets should available in CDMA.
- Good looking, stylish, attractive handsets like sony &
Nokia should available in CDMA.
- New model should launched by the company, frequently.
- Battery backup and handset functionality should improve.
- Voice quality should improve.
- Change/improve the quality of software; come up with good
quality of software.
- More number of 4k-5k Rs model should available
- Song as ring tone should come in CDMA basic models.
- Camera, music, recorder, memory should also come in 3k-4k Rs
range.
- Camera should also come in basic handsets
- Handsets should use in both CDMA as well as GSM network.
- Every operator comes up with variety of handsets.
33.
- Company should provide free ring tones, wallpapers, and
softwares in CDMA.
- Company should provide extra accessories like headphone, data
cable & CDs.
- Create awareness about CDMA brands.
- Advertisement, branding is requiring of CDMA handsets.
- Large advertisement board is required.
- Offers, consumer offers, festive offers.
- Improve the distribution of CDMA handsets.
34.
- CDMA market has 30-35% of total mobile market share.
- CDMA sales are increase day by day.
- Samsung Market share is high among all the brands.
- Market share of LG is very much similar to Samsung in mobile
stores.
- CDMA mobile market is very price sensitive market.
- Maximum selling of 1k-2k Rs lower range handsets.
- A handsets restriction is biggest problem in CDMA segment.
- Customers are very much aware about every feature of
handsets.
- In CDMA mobile market there are limited player are
available.
- There are very close competition among some players of handsets
manufacturer.
- In CDMA very limited handsets is available.
- In CDMA variety of handsets is required.
- In CDMA handsets battery problem is biggest problem.
- Price of CDMA handsets is high as compare to GSM handsets.
- Basic handsets + FM + speaker are most demand model in operator
handsets.
- Camera (>=2 mp), memory (>=1GB), slide model are
important factor that influence the customer.
- Samsung is most preferred brand among the consumers.
- After sales service of Samsung CDMA mobile is average.
Conclusions 35.
- Samsung is well known brand in electronic market.
- Samsung is in both direct market as well as open market in
mobile segment.
- Collaborations with TATA, MTS (SSTL), Virgin mobile.
- Large range of CDMA mobile product from 1K to 14K.
- Strong National distribution channels .
- Samsungs late entry in Indian mobile market.
- Samsung is not market leader in mobile market segment.
- Tele density is increasing in Indian telecom market.
- CDMA mobile would play a major role in rural penetration.
- 3G is coming into existence.
- Falling ARPUs of Indian telcos.
- Foreign telcos are coming into Indian market would be
opportunity for direct market.
- Popularity of GSM mobile.
- Competitors are focusing only in telecomsegment.
- Entry of foreign player in mobile equipment market.
- Threats from Chinese mobile marke t
Strength Weakness Opportunity Threats SWOT Analysis 36. 37.