TABLE OF CONTENTS

S.No.

SUBJECT

METHODS OF COLLECTING DATA

INDUSTRY PROFILE

SAMSUNG LOGO CONCEPT

INTRODUCTION

BOARD OF DIRECTORS

COMPANY PROFILE

OBJECTIVE OF THE STUDY

GOLDEN ERA OF CTV

SAMSUNG VISION

10

PRODUCT PROFILE (COLOR TELEVISION)

11

SAMSUNG PHILOSOPHY

12

CTV PRODUCT PROFILE

13

ADVERTISING SCENARIO

14

SAMSUNG SERVICE NETWORK

15

RESEARCH METHODOLOGY

16

RECOMMENDATIONS

17

SWOT ANALYSIS

18

FINDINGS

19

TURNOVER PROFIT(CTV MARKET SHARE)

20

CONCLUSION

21

BIBLIOGRAPHY

PREFACE
Theoretical and practical knowledge are the two different but inter related
aspects, which makes the concepts clear and vision bright and help in facing the
actual situations. Although theory is the first and important step which acts as a
base and create a picture in mind for a thing but practical knowledge which
bridges the gap between the imaginations and realities. So practical knowledge is
very important for developing thoughts and giving shape to them.
Field training has been made a part and passing of our training programme. This
type of training programme is very helpful as:-

It installs a feeling of belongingness.

Feeling of exceptness

Development of better understanding of concepts.

Generate morale

SWOT Analysis (Strength, weakness, opportunity and threats

Acquaint students with job performance standards.

This practical training could be taken as a beginning of a process of

indoctrinization into the ways of business organisation and it is the first step
which would be helpful in future prospects.

This report is an endeavour to highlight various aspects of interdepartmental and

infra-departmental relationships, communication pattern, industrial scenario and
prospects of electronic industry.

THE FOLLOWING METHODS WERE USED

BY ME TO COLLECT THE DATA.
Observation Method
Interview and Discussions
Questionnaire Method
Consultation of Records etc.

This present report has been divided into various chapters, which includes
discussion about industrial scenario of the Television industry, Company Profile
of Samsung International Ltd., Research Methodology, Work Schedule,
Recommendation and Conclusion.

INDUSTRY PROFILE
In the wake of 20th century a revolutionary breakthrough in the area of technology
revoked the whole world due to the efforts of scientist J.L. Baird. Earlier people
believed that only sound can travel long distances, but this myth was subdued
with the invention of television in 1926. Television came in India in 1959 with
transmission centre at Delhi. Earlier this magic box was meant only for the
higher strata of the society, but with the competition & reduction in prices it was
made available for the middle & lower classes of society also.
C.T.V. came in India in 1980 during Asiad Games. With the inception of colour
TV many players emerged in the market. These entrants were Weston, Atari,
Salora, Dynora, Binatone, Uptrone, Konark, BPL Sanyo, Nelco, Bush, EC etc.
Most of the manufacturers made Black & While TVs as well as colour
televisions.
Onida, which came, up, with sleek vertical model & priced it at a premium range
for ahead of rest.
Binatone, a very sophisticated company, which had collaboration with British
Dynamic Ltd. was offering stereophonic sound in CTV models.
Nelco, from the house of TATA, came out with Blue Diamond range of CTVs.
Some other leading brands were Philips, Uptron, Weston etc.

The late eighties saw a massive shakeout & half of the players disappeared.
Earlier it was Sellers Market but with cutthroat competition market turned into
Buyers Market & the product was designed keeping customers satisfaction in
the mind. The remote control became the integral part of CTVs, Audio & Visual
Quality was upgraded & new features added.
After 1988 only a few major players were left in the market with the few other
regional players with a fringe presence.

These were BPL, ONIDA,

VIDEOCON & PHILIPS. Major broad leaders set up R&D facilities. Soon the
CTV market in India was a mature one with high quality product having special
features.
In the pest Liberalisation era of 1991, doors were fleeing open to foreign
operators. Many new brands came flooding in & the competition heated up.
Foreign majors like Sony, National Panasonic, Akai, Gold star, Samsung, LG,
Daewoo, Aiwa, Hitachi, Konka etc. entered the Indian market offering big
screens & better sound quality with added features.
All the above mentioned brands have occupied a place of its own, highly
powerful & of greater significance that were recalling of the name enables people
to identify the brand, its owner, various products sheltered under it and so on and
so forth. All this is accomplished by the awareness created by the mass media in
the consumers mind.

SAMSUNG LOGO CONCEPT

Samsungs corporate logo projects Samsungs firm determination to become a
world leader. Its blue colouring suggests both stability and reliability and
projects a warm, intimate feeling.
The name is written in Roman Script, making it easier to be read and
remembered throughout the world. It is superimposed over a dynamic, new
logo design, giving an overall image of an enterprise on the move.
The elliptical logo shape symbolizes the world moving through space,
conveying a distinctive image of innovation and change. The first letter S
and last letter, G, partially break out of the oval to connect the interior with
the exterior, symbolizing Samsungs desire to be one with the world and to
serve society as a whole.

INTRODUCTION
SAMSUNG IS CONSOLIDATING
Samsung has been making efforts to serve the world with export trade,
technology development, and social contribution for the 64 years since the
foundation of the company in 1938.
It is difficult to describe Samsung in few words.
Samsungs business area range from semiconductor to oil tankers and from trade
and banking to information communications. Samsungs technology research
and development, investment and service include 170,000 employees at 305
international offices in 65 different countries. However the trend of expanding
corporations is slowly changing.

Samsung actively adjust to the change by

restructuring the fundamental business towards the future core area and by
pursuing vale-added products and services.

During Koreas1997 economical

crisis and the following corporate restructuring, Samsung survived because it had
started a new management campaign as early as 1993, moving from a quality
centered management style to a quality-centered one.
Samsung is re-organizing its businesses, focussing on the electronics, banking
and the service industries to become the global leader in the 21st century.

Todays rapidly changing FMCG market requires specialized marking inputs to

ensure the success of any product. Since the entry of SAMSUNG in 1995 in
India the rules of the game have changed drastically. Keeping in pace with these,
Samsungs dynamic and aggressive marketing plans have ensured that the brand
is placed among the best available. With the entry of a large International players
the customer has got wider choice to select plan. He is truly the King today.

FOLLOWING ARE THE BOARDS OF DIRECTORS:

NO.
1.

TITLE
Director

NAME
Kun

NATIONALITY

REMARK

Korea

President of Samsung group

Korea

Ceo and president of Samsung corp.,

Hee
Lee
2.

Director

Sang

housing

Dae
Lee
3.

4.

Director

Myung

Korea

Ceo & president of samsung corp.,

Kwan Hyur

housing

Director/A

Nae

Professor

uditor

park

hoi Korea

COMPANY PROFILE
CHRONOLOGICAL GROWTH OF SAMSUNG
1940S Foundation of Samsung
On March 1, 1938, the late founding Chairman Byung Chull Lee started a
business with the name of Samsung in Taegu with 30,000 won in capital.
In the early days of Samsungs business, the company exported dried fish and
vegetables and fruits produced around Korea to Manchuria and Beijing. Soon
Samsung also started manufacturing and sales activities by setting up a flour mill
and confectionery machines.
In November 1948, the late founding Chairman Lee moved Samsungs office to
Seoul and founded the Samsung Corporation. This marked the beginning to
Samsungs entry into full-scale international trade. Samsung Corporation be
come known for its usual management style (for those days), such as letting its
employees to participate in the companys investment and profit sharing and
rewarding employees for their abilities.
1950s The Principle of Economic Stabilization

After Koreas Independence from Japan in 1945, the Korean economy become
unstable due to political and social unrest. The Korean War (started in June
1950) also decimated the economy.
Samsung Corporation, which had been growing steadily, lost all its assets during
the war. Despite this loss, the company refused to become discouraged. Instead,
management moved the company to Pusan (the main port city in the Southern tip
of the Korean penisula) in January.
Samsung began the first step of its grand idea to rebuild Koreas economy by
entering the manufacturing industry. It began substituting imported goods with
domestically produced products through the establishment of Cheil Sugar Co.
(currently Cheil Jedang, now an independent company from Samsung) in 1953,
The following year, Samsung established Cheil industries and opened the era of
Korean produced fabrics, which also helped to rebuild Koreas economy.
Until the mid 1950s, most Korean companies hired employees based on
relationships through schools, families, and relatives.

However, Samsung

become a leader in modern business partices, being the first Korean company to
recruit new employees through a public and established personnel management
system in 1957. This management system was designed to recruit and cultivate a
highly efficient work force, and it instituted policies to rainproof the welfare of its
employees.
1960s Entering the Electronics Industry and Expansion of Key Industries

Following the April 19 Revolution (1960) and the May 16 (1961) military coup in
Korea, Samsung faced many difficulties under the resulting social upheaval.
During this period, Samsung prepared a new to rebuild the Korean economy. In
1969, it established Samsung Electronic Co. Ltd. a company that would help
develop Koreas electronics industry into a worldwide competitor.

The late

founding Chairman Lee believed that electronics is a value-added industry that

requires technology and skilled labor and had great growth potentials both at home
and aboard. He determined the electronics was exactly the type of
Industry Korea needed at that economic stage. As demonstrated by the current
success of Samsung Electronics in semiconductors, he could not have been more
right. Samsung also established Korea Fertilizer Manufacturing Co. (currently
Samsung fine chemicals Co. Ltd.) Samsung sought the expansion of several key
industries and started to gain as a corporate leader in Korea.
From this time, Samsung started to pay attention not to the business, but also to
social contribution programs, The Company invested large amounts of money
into Taegu and Sung Kyun Kwan universities to educate talented people.
To return the companys profits to society, it created the Samsung Scholarship
Foundation in January 1964. It also developed the Samsung Foundation of
Culture in April 1965 to take a leading role in Koreas social and cultural
development.
1970s Entering the Chemical and Heavy Industries.

The 1970s marked the period when Samsung laid the foundations for several
future strategic industries: heavy chemical, and petro chemical
Prepared in August 1973, Samsungs second five-year management plan
included intensive investments to the each chemical industry as well as the
establishment of a new ship building company.

To strength then Koreas

competitive power internationally in the textile industry, Samsung also integrated

the manufacturing process from raw materials to final products.
As a result, it established several other companies; Samsung Heavy Industries
company, Ltd. (1974), Samsung shipbuilding company, (1977, when Samsung
acquired Daesung Heavy Industry Company), and Samsung precision Company
(1977-now Samsung Aerospace industries, Ltd.)
From the early 1970s, Samsung Electronics Products electronic home appliances
such as TVs and VCRs, and began to enter the international market. In 1947,
with the taking over of 50% of Korea Semiconductor Co. Samsung Electronic
began its reign as a leader in the semiconductor field.
1980s Entering International Markets Based on Technology
In 1978, Samsung Semi conductor split from Samsung Electronics to become a
separate entity. Until 1983, Samsung produced semiconductors for the domestic
market. With the successful development of a 64K DSRAM (Dynamic Random

Access Memory) VLSI chip in December 1983, Samsung took a world leading
position by introducing many new semiconductor products.
Samsung precious Company (established in 1977) laid the foundation
In another high tech industry. Renaming the company to Samsung Aerospace
Industries, Ltd. in February 1987, Samsung officially entered the aerospace
unprecedented speed and it plans to participate in the development of future
space stations, as well as space facilities to the Moon and Mars in the early 21 st
century.
Samsung entered of the systems development business by establishing Samsung
data Systems Company.

The Samsung Advanced Industries to Technology

(1987) helped Samsung further expand into such fields as electronic,

semiconductor,

high

polymer

chemicals,

genetic

engineering,

optical

telecommunications, and the aerospace industry, solidifying the companys

technological foundation in the 1990s.
The foundling chairman, Byung-Chull Lee, passed away on November 19, 1987,
and Kun-Hee Lee succeed his father as the new chairman. At the 50th anniversary
of Samsungs foundation in 1988, he announced the second founding of the
Group, directing Samsungs growth towards becoming a leading world-class
corporation of the 21st century.
For this second founding Samsung launched into new projects dealing with
restructuring old business and entering new ones. In a move towards becoming

one of the worlds top five electronics companies, Samsung merged an

electronics company with a semiconductor telecommunications company in
1988. The merger helped Samsung maximize its technological resources and
develop value added products. The integration of overlapping projects reduces
and develop value added products. The integration of overlapping projects
reduces costs and efficiently utilized capital as well as labor force. The late
1980s marked the time when Samsung concentrated its efforts on electronics and
heavy industries and started to build its high-tech reputation in the world.
1990s Growth towards Global Leadership
In the 1990s, competition, mergers, and coalitions among companies increased
tremendously.

Up-to-date technology and service expanded and industries

entered an age if limitless competition between countries and companies.

Samsung, declared the state of its New Management program in 1993.
Concentrating on making world class products, providing total customer
satisfaction, and being a good corporate citizen made the New management
program a remarkable corporate innovation.
Samsung started to pursue a full-scale quality drive and world best strategy. As a
result, 17 different products (including semiconductors, computer monitors, TFTLCD screens, and color picture tubes) ranked in the 5 products for market share
in their respective areas. Twelve other products took the top market ranking in
their areas.

Samsung led the LCD field in market share for all seven consecutive years since
entering the field in 1993, Samsung Heavy Industries drill ship, a probe vessel
for a sub marine oil field, captured 60% of the world market.
To emphasize the importance of courts and customer service, Samsung Human
resources Development Centre has been conducting customer service lectures for
all Samsung customer service personnel.

Additionally, the Shills Hotel has

managed etiquette and manner courses and customer service for the employee of
such Samsung aviates as Samsung Life Insurance, Samsung Securities, and
Samsung Card. In the service area, Samsung company utilizes the Line Stop
system: when inferior product are discovered, the production line completely
stops until the problem in solved.

For better satisfaction of customers, the

company instituted inside system improvements and outside service enforcement

such as Samsung Corporations 48-hour Home Express system and Samsung
Cards service guarantee system.

Since 1990, Samsung has increased its

0participation in social welfare, environment conservation, and cultural events to

become a good corporate citizen.
Samsung actively participates in sports marketing. As a result of its intensive
efforts, Chairman Kun-He Lee was selected as a member of the International
Olympic Committee (IOC) in July 1996, His appointment greatly enhanced

Samsungs image as a key contributor to the world of sports. In late 1997, due to
Koreas economic, the business activities of all companies in Korea shrank,
samsung restricted personnel, and improving the sonless or its financial structure.
Samsung reduced the number of its affiliates to 47 companies. The company sold
10 business units to overseas companies for 15 billion dollars, including.
Samsung Heavy Industries highly acclaimed construction equipment business
foundation to Volvo AB of Sweden and its business units to Clark.
It also lowered 1997s 365% debt ratio to 183% late 1999 and reduced its labour
force by almost 50,000 people. In the 2000 years Samsung will grows as a leader
of the information society, identified with digital and internet technology by
concentrating on electronic, banking and services.

OBJECTIVE OF THE STUDY

The objectives formulated for this study are as under;

To study the market conditions with reference to color TV market

Finding present position of Samsung in CTV market

Comparative study of Samsung CTV with other brands.

GOLDEN ERA OF CTV

Since the liberalization grabbed the country WHITE GOODS MARKETS
has become the battle field among the Indian and global players whose skeptics
are unimpressed, even then are instability been to play their card. Todays,
companies are undergoing fresh reappraisal in the light vast Global Technology,
Economic and social of demand are resulting from the resting income levels of
consumers and more inclination of consumers towards branded product. Today
customers face a platitude of product in every category. In the vast choice
customer gravitated offering that best meet their individuals expectation. So,
brand marketing go from expounding splurge of their products to claims of
excellent services. In fiercely competitive market, question of viability does not
let any company to compromise which any of its function of marketing,
advertising, production R&D etc. few of domestic brands become vulnerable to
the arrival of global brands, but some of Indians brands claim the benefit of
strong recognition of their brands in the market to local customers and are trying
to match their brands quality with that of Multinational brands, but there are
Multinational giants perpetually showing their manoeurbravility to mark the
difference. Indian brand makes find themselves at ease to catch the pulse of
customers and think that foreign companies are new to Indian cultural and could
misjudge the market, but Multinational companies are employing best suitable

methods and sound technologies to impinge upon past record in their favor. So
Indian soil is witnessing both the Indian and global brands vying for Major share.
Today mass markets are fragmenting into micromarkets, so brands builders are
using every savvy to catch pulses of consumers but todays customer is
discerning and exhibit varying and diverse requirements. Customer are buying
director through catalogues., telemarketing and internet, etc. Price discounts and
sales promotion is rampant (Exchange offers etc.) and eroding brand loyalty
diminishing consumer loyalty means that companies must re-examine their
foundational concept and even reverse the premised on which they built their
successful business.
Inspite of cut-throat competition in white goods market, Mega global brand are
keen to in view their lot projected Foreign direct investment in core industries.

SAMSUNG VISION
Samsung Indias Vision entails helping people improve the quality of their lives
by providing them with superior quality, state-of-the-art technology products at
the right time and the right price. But beyond its role as a purveyor of quality
products in India, Samsung seeks to contribute to the economic growth of the
country through its export commitments and large scale production facilities
generating secured employment for hundreds of Indian people.
At Samsung, we strive to contribute to the development of the electronics and
components industry in India:
By enhancing the knowledge levels of our workforce through the introduction
of our advanced management systems and production Know-how in our
manufacturing facilities.
By introducing our Indian vendors to our world class quality systems and
helping them improve their our quality systems and production processes;
And setting benchmarks for the industry-be it in terms of after sales service
for our products, quality systems and management techniques at our facilities,
or our products themselves.

IN THE PIONEERING TRADITION

SAMSUNG INDIA ELECTRONICS LTD.
AN OVERVIEW.

PRODUCT PROFILE:COLOUR TELEVISION.

Tantus, Plano, Metallica and Hitron are some of the sub brands under which the
Samsung Colour Televisions are available. While Tantus represents the Digital
ready range comprising of the large screen Projection televisions and the 40
LCD Projection TVs. The Samsung Plano colour television range comes with
the award winning Dyna Flat technology and is available in the 15th, 21st, 25th
and the 29th screen size segments in India. The Dyna Flat technology in the
Samsung Plano range ensures perfectly flat images that have no visible
curvature when viewed from any angle and remarkable colour purity.

The

Metallica series, represents the success of the Samsung India R&Dcenter and that
of Samsung Electronics, Korea, in producing a product designed as per the Indian
customer needs and preferences.

The Metallica series meets the Indian

customers preference for powerful sound by

combining stunning sound

technology with breakthrough picture production to give a complete audio-visual

experience.
Samsung India is targeting a market share of in colour televisions by the end of
the year 2002. Its Parent Company, Samsung Electronics which currently holds a
8.5% market share in the Global CTV Market, is targetting to be No.1 CTV
player globally by the year 2003 with a 10% market share.
BIO-FRESH REFRIGERATORS:
The Samsung Bio Fresh Refrigerator range is available in capacities ranging
from 310 litres to 680 litres. At the heart of Bio Fresh refrigerators is the Bio
Ceramic technology. Ceramics form a part of the raw materials used in the
manufacture of the Vegetable Compartment and have the unique property of
emitting Far Infrared Rays (FIR). The FIR helps retain the moisture content in
the vegetables, fruits and other natural products, keeping them fresher and tastier
for longer.
Samsungs technological expertise is manifest in the Dynamic Super X Flow
Cooling System that its premium refrigerator range is equipped with. The new
generation Dynamic SuperXFlow is designed so that cold air can be distributed
from 4 sources-bottom, left, right and back. This leads to 35% faster cooling and
refrigeration of every compartment evenly even if it is filled to capacity.

WASHING MACHINE
The Samsung washing machines are designed to wash clothes clean as if they
were washed by hand. The Hydroject washing action is unique to Samsungs Top
Loading Fully Automatic Washing Machines. The Waterfall flow causes a strong
flow of water to stream down from the top, helping light clothes to come in
contact with the pulsater, enabling a perfect wash. This is complemented by the
Centrejet, which is a strong gush of water formed right at the center of the
washing

machine,

which

forces

the

dirt

out

of

the

clothes.

The Samsung washing machines have an ergonomical design and fuzzy logic
controls. The models currently available in the market are in the 5.5 kg.-6 kg.
Capacity range including the fully automatic top loading and front loading
versions.
AIRCONDITIONER
Samsung has introduced in the Indian market its wide portfolio of Window and
Split Air conditioners, available in the capacities between 1.0 tonne to 2.0 tonne,
in both window and split versions. The Samsung Instachill Airconditioners are
equipped with a special 4 row condenser coil for faster cooling. Extra 2 rows of
coils provide double the surface area for the refrigerant to dissipate its heat. This
results in faster chilling, thereby putting lesser strain on the compressor-resulting
in lower electricity bills. Further only Samsung Airconditioners are equipped
with a 3 stage filtering operation. The antibacterial filter sieves bacteria, the

electrostatic filter remvoes dust and the deodorizing filter removes bad odour to
give more healthy air to breathe.
MICROWAVE OVEN
Samsung commenced the microwave business in India in July 1997 by launching
microwave ovens, based on imports from Korea. Subsequently in March 1999, it
commenced the manufacture of Microwave Ovens in India. Today, Samsung
Electronics holds the top share of the world microwave oven market with 24%
market share. The Samsung microwaves after various combinations to meet the
needs of different customers-microwave. A unique bio ceramic enamel cavity in
the Samsung microwave ovens, compared to the stainless steel cavity in other
brands, enables the Samsung microwave oven to retain much more Vitamin C
and F in the food during cooking, make faster and more gentle cooking of food
and enables easier cleaning.

THE SAMSUNG PHILOSOPHY

WE WILL DEVOTE OUR HUMAN RESOURCES AND TECHNOLOGY TO
CREATE

SUPERIOR

PRODUCTS

AND

SERVICES,

THEREBY

CONTRIBUTING TO A BETTER GLOBAL SOCIETY.

DEVOTE HUMAN RESOURCES AND TECHNOLOGY:
By human resources, Samsung is referring to people who recognize their duties
as members of a global society, exert their full potential and contribute to the
betterment of society.

By technology, Samsung is not only referring to

technology for product development, but also to the technology for improving the
quality of life in general.
CREATE SUPERIOR PRODUCTS AND SERVICES:
To fully satisfy customer needs, Samsung will concert its efforts to create
superior products and services.

CONTRIBUTE TO BETTER GLOBAL SOCIETY:

To provide people with a better quality of life, Samsung will give back a portion
of its profits to customers, society and the world as a whole. As a global
corporate citizen, Samsung recognizes its responsibility to spare no effort to
increase the prosperity of society.
At Samsung, we believe in returning to the community some of the profits we
earn from it, through the social causes we espouse. We view ourselves not as an
MNC operating in India, but as an Indian Company operating here, conforming
to the laws of the country and committed to working for the Indian community.
We want to be seen as the
Most Respected Indian Company.

CTV PRODUCT PROFILE

Samsung India Electronics Ltd. has a varied range of TVs to offer to the Indian
Market. Few of the important among them are listed as follows:
Samsung Color Television
Bio Series TV
CZ-14D8(14)
36 cms

Hitron Circuitry

On/Off Timer

Child Lock

100 Program Memory

Zoom and Wide Modes

100W PMPO

Auto Sound Leveller

5 picture Modes

Full Function Remote

Game Mode

Bilingual OSD

Samsung Color Television

Bio Series TV
CS-20D3(20)
51 cms

Auto Kinetic Bias

Auto Search

Pal B/G Color System

5 Picture Mode

Digital Audio Vision

200W PMPO

Multiligual OSD

Channel Sorting

Blue Screen

Channel Scan

100 Channels

Bio Series TV
CZ-20D8(20)
51 cms

Hitron Circuitry

Glow Remote Control

150 W PMPO

200 Program Memory

Auto Sound Leveller

Game Mode

Child Lock

Bilingual OSD

Two Speakers

Euro/Multi Colour System

Auto Tunning on Remote

Pickn choose

CS-21D8(21)
53 cms

100 Program Memory

Full Function Remote

Child Lock

On/Off Timer

A/V Stereo

5 Picture Modes

Game Mode

200 W PMPO

Bilingual OSD

Hitron Circuitry

Zoom and Wide Modes

Auto Search Function

CS-21S7 (21)
53 cms

Plug and Play

4 Speakers

100 channels

Channel Naming

A2 Nicarn Stereo

800 W PMPO

Melody Sound (Power on/off)

Auto Kinetic Bias

Sleep Timer

5 Band Graphic Equalizer

Turbo Sound

Auto Sound Leveller

Transparent OSD

Curtain Effect

CZ-21E4(21)
53 cms

Hitron Circuitry

5 picture Modes

140 W PMPO

200 Program Memory

Bilingual OSD

53 cms Picture Tube

FFST Screen Flatness

Channel Sorting

2 Speakers

Euro/Multi Colour System

Back A/V IN

Monitor Out

CZ-21S1(21)
53cms

Zoom and Wide

180W PMPO

On/Off Timer

Child Lock

Auto Search Function

Auto Sound Leveller

100 Program Memory

Hitron Circuitry

Bilingual OSD

5 Picture Modes

Game Mode

CS-25M6(25)
64cms

Pure Flat TV

Glow Remote Control

Digital Noise Reduction

Color Tone 5 modes

DVD Input

Auto Sound Leveller

A2 stereo

Turbo Sound

300W PMPO

64m Picture Tube

200 Program Memory

Game Mode

Multi System

Child Lock

Auto Tuning on Remote

Monitor Out

CS-29Z4(29)
74cms

100 Hz natural scan

Pure Flat CRT

Dolby Pro Logic

2 Timer PIP (Picture in Picture)

Digital Comb Filter

Auto Kinetic Bias

450 W PMPO

DVD Input

VGA PC Input

74 cm Picture Tube

ADVERTISING SCENARIO OF VARIOUS

TELEVISION BRANDS
Samsung emphasizes more on its technology. LG, their advertisement emphasis
on health, which they consider as their promotional strategy in order to attract the
customer at various level. SONY is consolidating on its international brand
image.
PANASONIC has a comparison to show its color television as superior with the
rest of the brand. BPL emphasizes on its various features trying to convey that its
color Television is for all the Segments. Some of the leading Television brands
have been discussed below.
SAMSUNG
Punch line EVERYONES INVITED
Their advertisement focuses more on the features, which is present in their color
television. Samsungs latest compaigns show about their technologically superior
quality. Their ads focus more on sound clarity and picture quality. They have a
wide range of television series such as Tantus, PLANO and Bio televisions.
Samsung is trying to capture the upper middle class and the middle class. During
the festive season they come up with various schemes such as the SAMSUNG
PHOD KE DEKHO to attract the customers.

LG
Punch line EXPAND YOUR LIFE
LG lays more emphasis on the goodness of health through their advertisements to
attract customers at various levels. Their ads focus more on the eyes for a better
viewing purpose. Their Golden Eye television is a revolution in itself as no
matter how long you watch TV, your eyes simply wont get strained. LG caters
to the middle and upper middle class and has a tough competition from other
leading brands.
BPL
Punch line BELIEVE IN THE BEST
BPL advertisement focuses more on the features so that the customer gets
educated more about their color television. They are trying to show that their
color television is value for money. Brand image of the company is there is the
market on which they are capitalizing. Free gifts are being given on the purchase
of their televisions in order to attract the customer. They are not targetting any
particular segment but trying to convey that their colour television is affordable
by the entire segment.
PHILIPS
Punch line LETS MAKE THINGS BETTER

They are focussing on technology and the price. Their aim is to target to all the
segments providing customers with superior technology at affordable price. Price
strategy was shown in their advertisement campaign to show that their color
television are affordable, middle class and the lower middle class can offerd their
color television. Comparison test was shown with SAMSUNG and SONY into
prove their color television technologically superior. Their main aim is to put
television technology at the top and bring prices at the bottom.
VIDEOCON
Punch line BRING HOME THE LEADER
They are trying to focus on the features especially sound output. In their latest
compaign of BAZOOMBA they are focussing on sound output because sound is
the most important feature a customer actually goes for. They are targetting to
the entire segment. They are trying to show that their colour television is
affordable.

SONY
Punch Line Its A Sony
International brand image is so strong that they need not say anything besides its
a Sony. Their prices are high basically catering to the upper class and the upper
middle class but due to the strong international image their product are very
popular in the market. Their advertising is easy to understand by a customer,

which gives insight of their product. Trinitarian is the technology given by Sony.
They come out with various schemes and discounts to here the middle class
people.

SANSUI
Punch Line BETTER THAN THE BEST
Sansuis latest advertisement shows about their latest feature the combine
television. Though their advertisement they are trying to convey that V.C.D.,
Television and A.C.D. is there is one television so that the customer will get
attracted towards their color television. Through their advertisements they are
trying to convey that it is the latest technology which they are providing while
others are still using the outdated technology.
THOMSON
Punch line HAPPY TECHNOLOGY
Thomson advertisement focuses on technology. Their advertisement cooping
focuses on the various features, which they are providing in color television.
They are not targeting a particular segment but those who are very keen about the
technology they should do for Thomson that is what their advertisement is trying
to convey.

AIWA
Punch Line PURE PASSION

AIWA colour television advertisement strategy is based on skinning

strategy. Rates are priced low in order to capture the market. In most
of their advertisement campaigns they have shown low rates and
exchange offer in order to attract the customer. Exchange offer is
there to capture the middle class. Aiwa is a sister concern of Sony and
as far as their advertisements are concerned, they havent mentioned
about technology.

SAMSUNG SERVICE NETWORK

Samsung India has set up a widespread service network comprising of 15 Gold
ASCs and over 550 authorized service centers to support its increasing sales.
Samsung is increasingly utilizing the web and networking with the parent
company to better its service offer to its Indian customers.
All the Samsung Authorized Service centres having internet access can log on the
ASCNET and be in touch with the company on real time basis. Samsung is the
only company in consumer electronics industry to have this system in place
which essentially translates into an entire service network being linked through
the net for day to day working.
With the successful implementation of ASC Net, the complete supply chain
process has been automated for service. Space parts ordering is entire and the
Authorized service centre can at any point of time log onto the website and know
the stock position and the order status of the spares he is ordering. The ASC Net
is not just bringing efficiency to the companys internal service infrastructure, but
the system is helping both the company and the ASCs in correct forecasting and
timely delivery of spare parts, thereby reducing the inventory holding costs of
ASCs and the company. Beyond its role of facilitating more efficient supply
chain management, the company plans to apply state of the art web casting to the
ASCNET this year. That is use it as a tool for Distant learning with its ASCs.

The company is sending technical bulletins, training material ; service related

manuals and other communication through the web. The biggest advantage of
ASC Net line in the faster and easier communication that it facilitates, which
enables the company to service customers more efficiently. In fact, Samsung was
the first company to initiate a B2C initiative for service by having on online call
logging facility on its website www.samsungindia.com

RESEARCH METHODOLOGY
I.

Research instrument :
1.

Visited the dealers across Delhi and gathered information required by

the questionnaire.

2.

For employing strong base to the research I tried to enquire the

positions samsung CTV and her satisfied they were with them if they
were already selling them.

3.

Final ranks were obtained by giving weightage to individual ranks

possessed by the dealers to make the research more reliable.
2. Data Collection :

1.

Primary Data has been used by me in the form of questionnaire and

observation which are the two basic methods of collecting primary
data which suffices all research objective.

2.

Secondary data sources like catalogue of the company, product range

book of the company and internet site SamsungIndia.com have been
used.

III.

Sampling technique:

For the purpose of the survey a random sample of 100 dealers was taken.
The extent of this survey was limited to the city of Delhi only.

IV.

Area of study :

Daryaganj

Patel Nagar

Connaught place

Bali Nagar

Ashok Vihar

Raja Garden

Azadpur

Hari Nagar

Shalimar Bagh

Vikaspuri

Model Town

Uttam Nagar

Paschim Vihar

Shakti Nagar

Najafgarh

Sultan Puri

Nangloi

Palam

Rohini

Pitampura

Karol Bagh

Moti Nagar

Paharganj

Karampura

Kamla Nagar

LIMITATIONS

A small sample size of 100 dealers was considered due to time and resource
constraints.

The scope of the project is limited to the city of Delhi only. So we cannot say
that the same response will exist throughout India.

Some of the dealers were not co-operating in giving correct information even
if they were selling Samsung CTV.

Human error during recording, tabulation and printing error could be present.

RECOMMENDATIONS

The dealers recommendations influence the buyers decision to purchase a

particular brand. So there is need for good relationship with the dealer in
terms of incentives provided by the competitors, so that they might
recommend Samsung brand to the customer.

The promotional schemes attract the customer to buy a particular brand.

Therefore the company should come out with new and innovative schemes so
that volume can be increased.

In Delhi market Recommendation plays a crucial role in the sales of a CTV.

So Samsung India Electronic limited should stress on relationship marketing
to retain its existing position.

To create brand image to build good relations with the customer and to retain
customer loyalty, Samsung India Electronics Limited should ensure that their
CTV are properly installed and are delivered on time.

In the coming years competition will intensify more, so companies will have
to fight hard to woo the customers. Thus at the moment price will play a
crucial role. So Samsung India Electronics limited should set up more R & D
centres in India to facilitate price control. In other words, lower down its cost
of production.

Buyers are aware of market and ask for finance schemes due to monetary
constraints. So, the company should arrange for easy finance facility to attract
the customers.

Rural marketing can be done at a higher scale as the Urban market is

penetrated with many brands. A lot of people in the rural areas are not even
aware of the brand Samsung. Markets in the rural area need to be captured at
a higher rate.

Advertisement of a brand name has a long-term effect on the buyers mind.

So company should try the approach of constantly advertisement through TV,
Newspapers and Magazines etc. The advertising should be in such a manner
that it strikes to the mind of probable customer and change it into a definite
customer.

Packaging can be handier. Hand care can be provided so that the customer is
able to carry their television sets more handy and with more comfort.

To survive for the long run, company should offer better product at a lesser
price and a customer satisfaction approach with keeping in mind weak areas
like after sale service and technological advancement.

SWOT ANALYSIS
STRENGTHS:
Company
1.

A well-established brand name helps in promoting a new range of products.

2.

It is a multinational company based in South Korea, which is considered to

be a technologically advanced country with advanced products to meet the
requirement of the target customers internationally.

3.

A huge advertisement budget helps in brand Positioning and recall .

4.

A well-established sales subsidiaries and branch office around the globe.

5.

A high- tech R & D department for new products development, situated at

Seoul (South Korea).

Product:
1. A wide range of product to meet the requirement of the target customers.
2. The attractive promotional offers like :
a) Five year warranty
b) 0% finance scheme
c) Festival offers like the Samsung Phod ke Dekho Offer.

3. Unique Features Like ;

a) Hitron Circuitry
b) On/off timer
c) Curtain effect
d) Bilingual OSD
WEAKNESS:
Company:
1.

Lack of production centers in India. It makes the product costlier as most of

the parts have to be imported.

2.

Lack of R & D centers in India.

Product:
1.

The Tantus and the Plano versions are comparatively costly than the others.

2.

Poor after sale service

OPPORTUNITIES:
With the fast changing economy the pricing strategy needs to be tackled with care
as it can decide upon long term decisions of the company.
THREATS:
The nearest competitors (eg. LG, SONY, BPL, VIDEOCON, PHILIPS etc)
having the identical product range are the greatest threat to the company.

FINDINGS

Samsung has a current market share of 11% and is expected to reach 14% by
2003.

Among the 14 CTV, LG is the dominating brand in the market whereas

among 20 Videocon and BPL are the dominating brands.

In the 21 category samsung is surely the market leader followed closely by

LG and BPL. In the 25 category Sony surely is the leader.

In the 29 category Sony again captures the market but has stiff competition
from samsung, LG and BPL.

The No. of dealer surveyed felt that the brand samsung was excellent was
equaled by the number that felt it was a satisfactory brand. However these
sections form an insignificant percentage of the total population.

In the coming years samsung has tough competition from some of the leading
brands such as LG, Sony, Videocon, BPL, Philips and Onida.

14" COLOUR TELEVISION

(TOTAL No. OF UNIT SOLD)

SAMSUNG

5500

LG

5900

BPL

2540

VIDEOCON

3500

PHILIPS

2500

SANSUI

1800

ONIDA

800

BUSH

320

OSCAR

960

SHARP

400

N
S

U
I

BRANDS
S

H
A

R
P

H
C
A

U
S
O
S

O
N
ID
A

H
IL
IP

LG

U
N
G

O
C
O

ID
E

SALES OF CTV
7000

6000

5000

4000

3000

2000

1000

20" COLOUR TELEVISION

(TOTAL No. OF UNITS SOLD)

SAMSUNG

5500

LG

5800

BPL

6000

VIDEOCON

6500

PHILIPS

5200

SANSUI

3000

ONIDA

5800

BUSH

800

OSCAR

300

SHARP

280

6000
5000
4000
3000
2000
1000

BRANDS

H
A

R
P

R
S

C
A
O
S

U
S
B

O
N
ID
A

U
I
A

N
S

S
S

H
IL
IP
P

ID
E

O
C
O
N

L
P

LG

B
V

U
N
G

SALES OF CTV

7000

21" COLOUR TELEVISION

(TOTAL No. OF UNITS SOLD)

SAMSUNG

8000

LG

7200

BPL

6000

VIDEOCON

5800

PHILIPS

4600

SONY

5600

SANSUI

3500

ONIDA

4200

BUSH

1100

OSCAR

500

SHARP

650

BRANDS
SH
AR
P

OS
CA
R

BU
SH

ON
ID
A

SA
NS
UI

SO
NY

PH
ILI
PS

BP
L
VI
DE
OC
ON

LG

SA
MS
UN
G

SALES OF CTV
9000

8000

7000

6000

5000

4000

3000

2000

1000

25" Colour television

(Total no. of units sold)
SAMSUNG
LG
BPL
VIDEOCON
PHILIPS
SONY
SANSUI
ONIDA
BUSH
OSCAR
SHARP

4200
4000
3900
3700
2500
4500
1500
1700
200
100
400

M
S

LG

U
N
G

BRANDS
S

H
A

R
P

H
C
A

U
S
O
S

L
O
C
O
N
P
H
IL
IP
S
S
O
N
Y
S
A
N
S
U
I
O
N
ID
A

ID
E

TOTAL CTV SALES

5000
4500
4000
3500
3000
2500
2000
1500
1000
500
0

29" COLOUR TELEVISION

(TOTAL No. OF UNITS SOLD)

SAMSUNG
LG
BPL
VIDEOCON
PHILIPS
SONY
SANSUI
ONIDA

2650
3000
2800
1800
1640
3680
1100
1400

4000

3000
2500
2000
1500
1000
500

BRANDS

O
N
ID
A

U
I
N
S
A
S

O
N
Y
S

S
H
IL
IP

ID
E

O
C
O
N

L
P

LG

B
V

U
N
G

TOTAL CTV SALES

3500

TOTAL No. OF BRANDS SOLD IN ALL CATEGORIES

SAMSUNG

25850

LG

26550

BPL

21240

VIDEOCON

21300

PHILIPS

16440

SONY

13780

SANSUI

10900

ONIDA

13900

BUSH

2420

OSCAR

1860

SHARP

1730

OPINION ABOUT SAMSUNG CTV

TOTAL CTV SALES OF ALL MODELS

OPINION
30000

No. OF DEALERS

EXCELLENT
25000
GOOD
20000
N.A
15000
SATISFACTORY
10000
POOR

PERCENTAGE

15

15

60

60

18

18

5000

PERCENTEGE OF DEALERS SAM

60

BP
VI
L
DE
O
CO
N
PH
IL
IP
S
SO
NY
SA
N
S
UI
O
N
ID
A
BU
SH
O
S
CA
R
SH
A
R
P

UN
G

70

LG

50

BRANDS

40
30
20
10
0
1

OPINION

TURNOVER

PROFIT

CTV Market Share

1996

138

1997

395

1998

540

1999

850

32

10.5

2000

1950

50

11

2001

2800

3000

2800

12

11
10.5
2500

10

2000

1950

1500

1000

850
540

500

395

138
0

0
1996

32

50

1997

1998

1999

2000

2001

YEAR
TURNOVER

PROFIT

CTV Market Share

Percentage

in Rs.Crores

CONCLUSION
Most of the dealers are selling more than the brand. They sell different brands to
gain more volume and more availability to the customers. So dealers preference
to push the particular brand to the customer play the major role in the colour
television market. Dealer preference to sell that brand in which he gains more
profit and whose schemes are more beneficial and best suited to him. A dealer
also prefers the company, which provides better after sale service. Along with
these he will keep in mind the product quality and technology while selling a
CTV.
According to the dealers advertising and promotional schemes i.e, exchange
scheme offers and other Dhamaka like schemes also effect the consumers
willingness. Aggressive advertising put into effect for a long time in the
customers mind which influence the people are TV, Newspapers and Magazines.
Consumers prefer a MNC brand due to the quality and technical features.
Consumer also judge after sale service availability which purchasing a CTV.

DEALER QUESTIONNAIRE
Q 1.

In which brands of colour television do you deal in? (Please tick)

LG

Videocon

BPL

Samsung

Sony

Onida

Philips

Sansui

Q 2.

How many units did you sell in last financial year? (In number)

Q 3.

What was the breakup (No. of units sold in each model) ? CVT
14 Model

20 model

21 model

25 model

29 model

Q 4.

What are the considerations in general while buying a T.V?

(Please rank then in the order of your preference)

Q 5.

Price

Quality

Looks

Features

Life

After sales services

Please mention the average quantity of colour television sold in the last
one year?
Brand

Quantity in units

Lg
Videocon
Bpl
Samsung
Sony
Onida
Philips
Sansui
Q 6.

Which is the largest selling brand of colour television in your outlet?

Q 7.

What is your opinion about Samsung TV

 Excellent

Good

Satisfactory

Poor

N.A.

Thank you for your co-operation

Dealers Name :
Phone No. :
Address :

Bibliography
www.samsungindia.com
www.google.com
product catalogue and brochure
annual report of the company
business india
business world