Philips Electronics Summer Internship

SUMMER TRAINING REPORT
ON
To increase SPD efficiency and to create a model for
increasing product range selling in modern trade retail channel
through understanding consumer behavior
For
Philips India Ltd.
By
SUBHASHISH MONDAL
485
In Partial Fulfilment for the award of the degree
Post Graduate Diploma in Management
2016-18
New Delhi Institute of Management
50 (B&C), 60, Tughlakabad Institutional Area, New Delhi-110062
E-mail:placement@ndimdelhi.org Website: www.ndimdelhi.org

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“To increase SPD efficiency and to create a model for increasing product range
selling in modern trade retail channel through understanding consumer behavior”
SUMMER TRAINING REPORT
ON
To increase SPD efficiency and to create a model for
increasing product range selling in modern trade retail channel
through understanding consumer behavior
For
Philips India Ltd.
Under the supervision
of
Agrim Verma
(Deputy Manager, Philips India Ltd.)
Submitted By- Submitted to-
Subhashish Mondal Manushi Mishra
Roll number 485

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Contents
Topics
Page
No.
• Certificate ………………………………………… 5
• Acknowledgement ………………………………... 6
• Declaration ……………………………………….. 7
• External examiner feedback ……………………... 8
• Executive summery ………………………………. 9-10
• Preface ……………………………………………. 11-12
• Chapter I – FMCD Industry Analysis…………… 13-16
➢ Indian FMCD Market ……………………………...... 14
➢ About Consumer Durables ………………………….. 15
➢ Electric Kitchen Appliances in India ………………... 15-16
• Chapter II - Philips Profile ………………………. 17-38
➢ History of Philips Co. ……………………………….. 18
➢ History of the Company in India ……………………. 19-30
➢ Vision ………………………………………………. 31
➢ Mission ……………………………………………... 31
➢ Financials …………………………………………… 31-32
➢ Marketing Mix ……………………………………… 33-35
➢ Philips India Distribution Model ……………………. 36
➢ Philips India Sales Organization Structure ………….. 37
➢ SWOT Analysis …………………………………….. 38
• Chapter III - Project Training …………………… 39-44
➢ Objectives …………………………………………... 40
➢ Scope of the Project …………………………………. 40
➢ Limitation of the Project ……………………………. 41
➢ On-Job Training …………………………………….. 41-43
▪ Key Observations 41-42
▪ Recommendations 43
• Chapter IV - Business Research …………………. 44-56
➢ Research Plan ……………………………………….. 45
➢ Source of Data ………………………………………. 45
➢ Sampling Plan ………………………………………. 46
➢ Analysis Techniques ……………………………….. 46
➢ Questionnaire Design ……………………………….. 47
➢ Methodology & Analysis ………………………… 47-55
• Chapter V – Outcome …………………………… 56-59

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➢ Major contribution ………………………………….. 57
➢ Key Findings from On-Job & Research …………….. 57-58
➢ Recommendations …………………………………. 59
• Chapter VI – Learnings & Conclusion …………. 60-61
• Chapter VII - Bibliography ……………………… 62-63
• Annexure ………….................................................. 64-77

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CERTIFICATE FROM THE COMPANY

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ACKNOWLEDGEMENT
With candour and pleasure, I take the opportunity to express my sincere thanks
and obligation to my esteemed learned Shri V.M. Bansal, Chairman, NDIM,
New Delhi who allowed me to conduct this project. I would like to thank my
faculty mentor, Dr. Manushi Mishra who was always there to help and guide
whenever I needed help.
Also, I would like to thank my esteemed Industry mentor Mr. Agrim Verma
(Deputy Manager, Philips India Ltd.) and also to New Delhi Institute of
Management for providing me an opportunity to write a report on “To increase
SPD efficiency and to create a model for increasing product range selling in
modern trade retail channel” where I got learning from ‘Philips India Ltd.’ It
is because of their professional guidance and cooperation without which it would
not have been possible for me to complete my report.
No significance achievement can be a solo performance, especially when it comes
to preparing a project of this nature, this project has by no means an exception. I
believe that if it were not for the support, confidence and encouragement of many
people, this report would look much different than it looks today.
Finally, I gratefully acknowledge the support, encouragement & patience of my
parents and as always nothing in my life would be possible without God.
Thank You!
Subhashish Mondal
Roll No. - 485

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DECLARATION
I Subhashish Mondal student of New Delhi Institute of Management 2016-18
Batch declare that every part of the Project Report “To increase SPD efficiency
and to create a model for increasing product range selling in modern trade
retail channel through understanding consumer behavior” submitted by me
is original.
I was in regular contact with my faculty guide and contacted 4-5 times for
discussing the project.
Date of project submission: April 3, 2018
Signature of the Student
CERTIFICATE OF AUTHENTICITY
Faculty Mentor’s Comments:
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
_________
__________________________________________________________________________________
___
Signature of the Faculty Mentor
Prof. Manushi Mishra

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EXTERNAL EXAMINER’S FEEDBACK
Date of project submission: April 3, 2018
Signature of the Student
External Examiner’s Comments:
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
_________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
_________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
_________
Signature of External Examiner:
Name:
Organization:

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EXECUTIVE SUMMARY
This report was commissioned to examine why the sales volume of Philips Juicer
HR1863/20 has dropped over the past 1 and half year though it was a peak in
2013- 2015 & to recommend ways to increase sale volume or suggest new
product demand.
The research draws attention to the fact that in 2015, the market share of Philips
India was more than 43% & was a leader in the market. The shares of their key
competitors such as Morphy Richard and Prestige & Bajaj Electronics were 2nd
,
3rd
& 4th
position respectively. The size of the Kitchen appliances market in India
then was ₹7 billion in 2014-15 & expected to grow CAGR 5.1% till 2024
(http://www.persistencemarketresearch.com/market-research/domestic-kitchen-
appliances-market.asp). Over the next two years after 2014, although Philips
India retained its market share but there was a drastic fall in Domestic appliances
sell. Further investigations reveal that this market could expand due to rapid
growth & awareness among rural population; moreover, expected that till 2024
the market could be ₹11 billion, an increasing number of a rival had appeared on
the market. These claimed to offer the consumers alternative. These factors
appear to be the major causes of the decreased sales volume of Philips products.
For a premium range of products, the new entry in Indian market is KitchenAid
put forward. The report evaluates Indian consumer can categorise in two ways,
one prefers premium products with premium value & other choose the better
value of money products. For value products, they choose a new entry in market
‘Wonderchef’ or existing brand like ‘Prestige’, ‘Morphy Richard’. For consumer
point of view both the competitor category satisfies their needs so prefer to go
with them.
It is recommended:
• that Philips India Ltd. take immediate measures to launch and promote new
technology products with existing product range;
• that adaptation of new technology will reduce human efforts in the kitchen;

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• that part of the launch campaign contains product endorsement statements
by the renowned chef;
• that Philips products be available in modern trade as well as in traditional
retail outlets;
Apart from that educate customers on proper usage of the products either by
campaign or mass target advertisement or through social media platform like
YouTube, Facebook etc.

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PREFACE
Objectives:
➢ My first objective was to find why the sale volume of Philips juicers
dropped drastically.
Firstly, I joined a modern-trade store HomeStop, New Delhi & then
HomeCentre, Gurugram to perform in-store wet product demonstration.
Live demonstration is the method where I can observe & record customers
attitude towards my product & educate them about how my product will
best suit their requirements
➢ 2. Creating a model for increasing product selling.
For this, I motivate ISPs & work closely with them. I represent a model to
ISPs how to interact with customers & place the product based on their
needs.
➢ 3. I was also responsible for identifying new product demand in the market.
Key Observations / Findings:
❖ I observe that there is a lack of knowledge among customers about Philips
dedicated juicers.
❖ New technology “Cold Press” is ruling the market though Philips still
haven’t adapted the technology
❖ Price discrimination in different store make customers think multiple times
& ultimately customers pick different brand.
❖ Price of Philips HR1863 is quite high compared to new technology “Cold
Press”.
❖ Unavailable / delist of some product in store divert customers to other
brand.

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Recommendation:
✓ Educate customer how to proper use of products by giving live instore
demonstration or through social media platforms or through digital media.
✓ Proper training of ISPs are essential in all modern-trade stores.
✓ In some modern-trade stores there is less coordination between store
inventory management & ISPs as a result sometime conflict being happen
between ISPs & floor manager which product have price discount & how
much! So if there is any price discount from inventory manager the
authority should inform both the store manager & ISP.
✓ ISPs should have the authority to suggest team leader which products
should list & delist from store.
✓ Make available at least two price range of all products in all stores.
✓ In modern-trade store there is poor coordination between store/floor
manager with Philips team member/ managers.
Scope of the Project:
The project mainly provides information regarding the following issues:
• The analysis of the project will help Philips products to increase market
share.
• From the project, the company will also come to know about the customers
and retailers’ response regarding Philips products.
• Level of retailers’ satisfaction related to products, their availability and
service provided by the distributors.
• It will help Philips to develop their market by taking into new products.
• Most importantly tapping further sales opportunities with the existing
customers by taking into account their current requirements and future
expansion plans.

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Chapter I
❖ Indian FMCD Market
❖ About Consumer Durables
❖ Electric Kitchen Appliances in India

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Indian FMCD market
With the continuous inflow of disposable income and the advancement of
technology, the need for the varied consumer durable goods are increasing. This,
in turn, is leading to a strong competition among the different consumer durable
brands available in the nation as well as the price gap between the same consumer
goods of different companies are narrowing down. Day by day these goods are
becoming cheaper. The rural and urban market of consumer durables has been
growing at a rate of around 15 % on an average.
India is likely to emerge as the world’s largest middle-class consumer
market with an aggregated consumer spend of nearly US$ 13 trillion by 2030, as
per a report by Deloitte titled 'India matters: Winning in growth markets'.
Fueled by rising incomes and growing affordability, the consumer durables
market is expected to expand at a compound annual growth rate (CAGR) of 14.8
per cent to US$ 12.5 billion in FY 2015 from US$ 7.3 billion in FY 2012. Urban
markets account for the major share (65 per cent) of total revenues in the Indian
consumer durables sector. In rural markets, durables, such as refrigerators, and
consumer electronic goods are likely to witness growing demand in the coming
years. From US$ 2.1 billion in FY 2010, the rural market is expected to grow at
a CAGR of 25 per cent to touch US$ 6.4 billion in FY 2015.
Some of the top consumer durables brands in India are:
• LG
• Nokia
• Philips
• Samsung
• Sony
• Whirlpool
• Blue Star
• Carrier
• Godrej India
• Hitachi India Limited
• Sharp India Limited
• Tata
• Toshiba India Private Limited
• Videocon
• Voltas

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About Consumer Durables:
Consumer durables refer to those consumer goods that do not quickly wear
out and yields utility over a long period of time. Some of the popular and common
examples of these kinds of items are electronic goods, kitchen appliances, home
furnishings and leisure equipment etc. Consumer durables can be broadly
categorised into the following 3 heads:
White Goods: White goods mainly include air conditioners, refrigerators,
washing machines, audio equipment and speakers.
Brown Goods: This kind of consumer durables mostly include kitchen
appliances like chimneys, electric fans, grinders, iron, microwave ovens, mixers
and varied other cooking ranges.
Consumer Electronics: Some of the most used consumer electronic goods are
DVD players, MP3 players, mobile telephones, telephones, VCD players etc.
Electric Kitchen Appliances in India:
According to “India Electric Kitchen Appliances Market Outlook, 2021”,
electric kitchen appliances market is expected to grow at a CAGR of around 19%
over next five years. Rising per capita disposable income of Indian consumers,
especially upper and lower middle-income groups, continues to drive India’s
electric kitchen appliances market. Consequently, major players in this industry
are constantly focusing on offering high-quality and advanced autonomous
features by integration of sensors and intelligent electronic controls in kitchen
appliances at lowest possible prices. Companies are also working towards
maintaining a balance between product quality and price in order to cater to the
increasing smart appliances demand among the working population base.
Consumer trends such as upgrading existing equipment due to health concerns
have spurred product innovation initiatives. Microwave oven, Mixer grinder and
induction cooktop are the leading product types in the industry. Whereas other
appliances like juice extractor/ juicer and electric cookers are expected to have
tremendous growth during the forecast period due to ever-growing fitness and
wellness trend. Demands of fruit juice products in people’s diet will continue to
drive the juice extractor market in future. On the other hand, products like

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blenders, coffee makers, choppers and hand mixers are yet to catch a healthy
growth rate in the Indian market.
Urban India is a major focus marketplace for electric kitchen appliances. Retail
chains are the key contributors in increasing the consciousness levels regarding
products among Indian consumers. Easy availability of a variety of products
under one roof provided by big retail players such as Big Bazaar, Reliance
Digital, Croma, etc., is contributing towards demand for electric kitchen
appliances. Online retailing is also increasing the adoption of electric appliances;
however, its existence is only limited to urban areas of the country. Product
category includes:
❖ Mixer Grinder
❖ Juice Extractor/Juicer
❖ Juicer Mixer Grinder
❖ Food Processor
❖ Food Blender
❖ Electric Chopper
❖ Hand Mixer
❖ Induction Cooktop
❖ Electric Cooker
❖ Microwave Oven
❖ Toaster/Griller
❖ Coffee Maker
❖ Electric Cattle
For all the above-mentioned products, some key players ruling the Indian market
include:
• Philips India Limited
• Bajaj Electricals Limited
• Black & Decker
• Crompton Greaves
• Morphy Richard
• Panasonic India Pvt. Ltd.
• Preethi Kitchen Appliances Pvt. Ltd.
• TTK Prestige Limited
• Sujata Ltd.
• Usha Ltd.

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Chapter II
❖ Philips Profile
❖ History of Philips Co.
❖ History of the Company in India
❖ Vision
❖ Mission
❖ Company Financials
❖ Marketing Mix
❖ Philips India Distribution Model
❖ Philips India Sales Organization Structure
❖ SWOT Analysis

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History of Philips Co.
The Philips Company was founded in 1891, by Gerard Philips and his
father Frederik. Frederik, a Jewish banker based in Zaltbommel, financed the
purchase and setup of a modest, empty factory building in Eindhoven, where the
company started the production of carbon-filament lamps and other electro-
technical products in 1892. This first factory has been adapted and is used as a
museum.
In 1895, after a difficult first few years and near bankruptcy, the Philipses
brought in Anton, Gerard's younger brother by sixteen years. Though he had
earned a degree in engineering, Anton started work as a sales representative; soon,
however, he began to contribute many important business ideas. With Anton's
arrival, the family business began to expand rapidly, resulting in the founding of
Philips Metaalgloeilampfabriek N.V. (Philips Metal Filament Lamp Factory Ltd.)
in Eindhoven in 1908, followed in 1912, by the foundation of Philips
Gloeilampenfabrieken N.V. (Philips Lightbulb Factories Ltd.). After Gerard and
Anton Philips changed their family business by founding the Philips corporation,
they laid the foundations for the later electronics multinational.
In the 1920s, the company started to manufacture other products, such as vacuum
tubes. In 1939, they introduced their electric razor, the Philishave (marketed in
the US using the Norelco brand name). The "Chapel" is a radio with built-in
loudspeaker, which was designed during the early 1930s.

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History of the Company in India
The company was incorporated on 31st January, 1930, at Calcutta as a
Private Company under the name Philips Electricals Company (India) Limited by
N.V. Philips Gloeilampenfabrieken, Eindhoven. In 1956 The name was changed
to Philips India Private Ltd. on September 12th. In 1957, it was converted into a
Public company on 31st October. The Company manufactures and sells radio
receivers, components, amplifiers, electrical lamps, lighting fittings and
accessories, medical apparatus, etc. The Company's products includes
incandescent, mercury and sodium lamps, light fittings and accessories radios and
public address equipment; hospital and dental equipment etc. As on 31st
October,1967 the name was changed from Philips India Private Ltd. to Philips
India, Ltd. In 1974, 67,90,000 Bonus shares issued in prop. 1:1. Again 1978
27,16,000 bonus shares issued in prop. 1:5 in March. In 1979 N.V. Philips'
Gloeilampenfabrieken, Holland, offered for sale to the existing resident Indian
Shareholders 16,29,600 No. of equity shares of Rs 10 each at a premium of Rs 4
per share in the proportion 1:4. They also offered to the employees, business
associates and Indian directors 2,77,400 shares of Rs 10 each at a premium of Rs
4 per share. The name was again changed to Pieco Electronics & Electricals, Ltd.
with effect from 20th April, but the products of the company continued to be sold
under the PHILIPS trade mark and emblem. 10,00,000 shares offered to the
public (prem. Rs 4 per share). The Company issued 11% 1988-92 debentures for
Rs 8 crores by private placement. 7,04,000 shares issued (prem. Rs 4 per share)
to financial institutions.
On 7th May,1982 the Company purchased all the 5,50,000 fully paid-up
equity shares of Rs 10 each of Electric Lamp Manufacturers (India) Pvt. Ltd.
(ELMI) at Rs 17 per share. Accordingly, EMI became a subsidiary of the
Company. 36,00,000 bonus equity shares issued in prop. 1:5.

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The company entered into modernization programme of its factories at
Loni, as a result of this, a whole new range of modern, State-of-the-art, electronic
components were introduced. Another subsidiary was incorporated under the
name Unique Dataware Systems & Consultants Pvt. Ltd. to undertake
development and export of software. The name of this subsidiary was changed
to origin Technology in Business (India), Ltd. in February, 1991. The Company
issued non-convertible debentures for Rs 14 crores to augment the working
capital resources. Out of this, debentures for Rs 2 crores were privately placed
and the balance of Rs 12 crores were offered as rights to resident Indian
shareholders out of which debentures for Rs 9 crores were allotted during 1984.
In 1984 additional capacities were installed for variable gang condensors,
trimming capacitors, plastic film and electrolytic capacitors as well as
potentiometers. The Company secured the contract for the Calcutta Metro
Railway project where it was entrusted with the design, supply and installation of
lighting systems.
In 1985 a modern digitally controlled stored programme control audio
communication system for steel plants based on microprocessor technology was
introduced. A letter of intent, which was received earlier for the manufacture of
computer peripherals was converted into an industrial licence.
In 1986 the company received a letter of intent for the manufacture of
colour television sets at its Salt Lake factory at Calcutta. The Company received
approvals for expanding the capacity of measuring instruments at its Pune
factory. The Company issued 40,00,000-15% secured redeemable non-
convertible debentures of Rs 100 each on rights basis as follows: - (i) to the
Company's equity shareholders in the ratio of 8 debentures for every 50 No. of
equity shares held and - (ii) to the holders of the 12,00,000-15% non-convertible
debentures of the Company in the proportion of 8 new debentures for every 5
existing debentures held. 117,20,400 shares issued (prem. Rs 10 per share);

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108,00,000 shares as rights in prop. 1:2; 5,55,000 shares to employees and whole-
time directors of the Company and 3,65,400 shares to N.V. Phillips of
Netherlands to maintain their holding in the Company at 39.7%.
In 1987, a joint venture project WEBEC with WBEIDC at Calcutta the
Company holds 51% stable. Modern sophisticated manufacturing facilities were
installed for production of labour range of two-way radios & pagers. The
Company was to be named as Philips Telecommunication Industries Ltd. The
Company supplied and installed automatic teller machines (ATM) in banks such
as Hongkong and Shanghai banks and also at their various offices in Mumbai,
Calcutta etc. During the year, a number of new software driven microprocessor
based instruments and systems were introduced. The Company received a letter
of intent in respect of injection moulded engineering and industrial plastic
products with an annual capacity of 2,600 tonnes. The Company in collaboration
with AKG Aukustische U. Kino-Gerate Gesm.b.H. Vienna, Austria, a leading
manufacturer of acoustic transducers and systems promoted a new Company
PAKG Accoustics India, Ltd. Also a Letter of Intent was obtained for the
manufacturer of accoustic transducers.
In 1988 energy-effective lighting systems such as street lighting luminaries
suitable for clear tubular sodium vapour lamps were introduced. Rails and
spaciolita systems were developed and better process control systems in welding,
die casting and testing were used. In the Consumer Electronics Field, the
Company introduced audio products specially targetted at the youth market under
the `Moving Sound' banner. 12mm Potpack potentio meters with advantage of
miniaturisation, easier mounting and compactness were introduced. Film
capacitors with new types of resistors and elcos were introduced.
In 1989 the Consumer Electronics division introduced the name Philivision
for the range of TV receivers. It has established the concept of home audio

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systems with the launch of the `Philips Powerhouse'. In order to save foreign
exchange, a colour TV chasis was being developed.
In 1991 the lamps division introduced new series of energy efficient high
lighting efficiency and SON-Comfort with better colour rendering properties. An
indigenous colour TV chasis was developed and launched in the new range of
colour TVs. A 100% export oriented unit was set up for philips Resistors at Loni.
In 1992 the lamps division introduced street lighting luminaries with
special optics for SON-T plus lamps. The Consumer electronics division
launched colour and monochrome television with the PHILIPS brand name. The
Company also introduced the Curostyle range of televisions with a range of
international models and satellite receiver systems. The industrial electronics
division received an order for installing the simultaneous interpretation and
conference system in Vigyan Bhawan, Delhi. The Company launched
successfully a computer controlled addressable analogue time detection and
alarm system during the year.
In 1993 the lighting division of the Company introduced for the first-time
compact fluorescent lamps and dichroic single ended halogen lamps. The
Company's new range of colour televisions introduced under the brand name of
`POWER VISION' was well received in the market. The Industrial Electronic
division installed time detection and alarm systems for TISCO and Siemens. The
division launched the period low-end public-address amplifiers and accessories.
In the field of audio communication, the Company executed major orders such as
programmable plant management system for Rourkela Steel plant modernisation
and announcement and intercom system for Marshalling Yard modernisation
Eastern Railway. A test and measuring equipment, Scope Meter' was introduced
in the market during the period. 76,84,090 No. of equity shares issued (prem. Rs
30) to N.V. Phillips of Netherlands to raise their holding in the company to 51%.

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In 1994 for the first time, the Company entered the area of hazardous
lighting that has application in chemical/petrochemical and oil refining
complexes. A number of interesting lighting projects were realised like
decoration flood lighting of the first cable suspension bridge `Vidyasagar Setu'
across the river Hooghly in Calcutta & International airport Calcutta. The
Electronic division introduced a new range of Power vision series in 14, 20, 21 &
25 sizes and also launched 29 screen sizes to Matchline series. In addition, a
colour TV wide screen 32 with prologic controls and Dobby Sound was launched.
In the personal care department, personal care products such as satinelle and lady
shave were introduced. The electric component division introduced voltage
Dependent resistens. The PMF business unit, undertook to invest in high capacity
1200 tonnes state-of-the-art computer controlled moulding machine to meet
increased requirement of TV cabinets. A new state-of-the-art PCB production in
line with maps sensing technology from Japan was installed to meet the increased
demand for audio & video PLBs. The industrial electronics division introduced
flame-proof audio communication modules in the form of systems solutions,
substituting imported equipment. The company allotted 2,18,490 No. of equity
shares of Rs 10 each at a premium of Rs 20 per share to Philips Electronics NV
Eindhoven, the Netherlands with a view to maintain there shareholdings at 51%.
5524 No. of equity shares were kept in abeyance by RBI. 41,05,118 Rights equity
shares issued (prem. Rs 20; prop. 1:10); 5,320 shares kept in abeyance. Another
2,05,252 equity shares issued to employees (all were taken up). Another 2,18,490
No. of equity shares allotted at a prem. of Rs 20 per share to Phillips Electronics,
Endhovers, Netherlands, 5,524 No. of equity shares kept in abeyance.
In 1995 the lighting division introduced a number of products in lamps and
luminatires. Arena vision concept of lighting was introduced in the Gwalior &
Mumbai stadia for the first time. The Consumer Electronics division introduced
economy sets in 14 & 20 screen sizes providing best value for money to the

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customers. Limited quantities of video cassette recorders of International Philips
designs in 2-head & 4-head versions having special centre drive mechanisions,
were introduced. The plashes and metal ware factories business unit entered into
new market segments viz. medical engineers, automobiles etc. 224 shares
allotted.
In 1996 trulite fluorescent lamps which combine high energy efficiency
with excellent colour realisation was introduced during the year. Consumer
electronics division introduced the 630 series Mini Audio Systems, Video CD
Players and smart line sterio recorders. The business electronic division
introduced the sale of ISDN products like phones, terminal Adapters, Network
Terminators etc. Philips consumer communication a new business group was
formed which launched a range of Fizz Cellular phones during September. 2,592
shares allotted.
In 1997 a new line of `Ecotone' compact fluorescent lamps and a new range
of high frequency electronic gear were introduced by the Lighting division. The
consumer electronics division introduced over 20 new innovative products in
radios, radio recorders, personal stereos and CD-based music systems. The most
recent cellphone to be launched was the Genie, the smallest and lightest
cellphones in the world. Domestic Appliances division launched several new
products such as juicer-mixer-grinder, blender bar and food processor. Four new
models of dry irons and a new mixer grinder were also developed. A new oven-
toaster-grill was launched at a significantly lower price to cater to the needs of
the volume segment. The Company introduced advanced and wide philips range
of closed circuit/television and a new pro screen 4x00 series of liquid crystal
display projectors during the year. A letter of intent was received for the
manufacture of additional 1mm audio products (radios, recorders, combinations)
covering both Pune and Calcutta factories. An industrial licence was received for
the manufacture of 1mm micromotors which together with tape deck mechanism

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was being implemented at the Salt Lake factory in Calcutta. 8,028 shares allotted.
Philips has launched in South India the HL 1635 rice cooker. The cookers
consume only 40 paise of electricity for cooking one cup of raw rice, claims the
company. Its other features include thermal fuse and electrostatic painted body.
The strike in the Calcutta plant has significantly affected production in November
and December. Philips India audio business group has launched its 11 audio
products which would carry the signature of Indian cricket captain Sachin
Tendulkar. The products include pocket radios, HPS, sterio radio cassette
recorders, mono radio cassette recorders priced in the range of Rs.250 to
Rs.6,000. Philips consumer communications has launched two multipurpose
pagers, the PRG 2220(alpha numeric) and the Myna (numeric). PRG 2220 is a
compact alpha numeric massaging pager, Myna a compact numeric pager, is one
of the smallest and lightest in its class. Philips India Ltd has introduced their
second GSM phone, Spark, in the country. Philips India Limited which
commenced by trading in radios subsequently set up plants to manufacture
consumer electronics, electronic components, industrial electronics and lighting.
The company currently has two unions-the Citu-affiliated Peico Workers Union
(PeWU) and the non-affiliated Philips Workers' Union (PWU). For the first time
in India, the company has just launched two premium hi-fi music systems-
Marantz Gold and slim series. Philips India Ltd has launched its range of
ProScreen 4000 series LCD projectors in Mumbai. Philips India has launched FW
790P, a composite mini system with five satellite speakers.
In 1998 Philips India has launched its Philips Super Grinder and Philips
Spray Iron in the city. The Company entered the Automobile Market segment and
commenced supply of plastic components to the latest passenger car Indica. The
country's largest colour television manufacturer, Videocon, is believed to have
entered into a memorandum of understanding (MoU) with Philips India to acquire
the plant. Philips India Limited, a pioneer in the audio industry, on 23.04.98

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launched Philips CD-Recorder (CDR 870) the only recorder which allows to
create your own compact discs (CDs) on either CD-Recordable (CDR) or CD-
Rewritable (CD-RW) digital audio discs. Philips India Ltd., which is undergoing
a restructuring exercise, is likely to offer voluntary retirement scheme (VRS) to
the employees of its electronic weighing and car systems divisions. Philips India
Ltd has launched three digital products in the Indian market. They include a hand
held personal computer, disc players and a camera, all digital. Philips Software
Centre Pvt Ltd (PSC), a wholly-owned subsidiary of the billion Philips
Electronics NV of the Netherlands, has set up a second software centre in
Bangalore. The Credit Rating Information Services of India Limited (CRISIL)
has given `P1+' rating to the enhanced Rs.750-million commercial paper
programme of Philips India Limited. Philips Monday launched India's first
absolutely flat colour television with a depth of 4.5 inches, screen size of 42
inches, and a price tag of Rs 800,000. The company also launched a 25-inch
television with new add-on features, as well as a new 29-inch large television in
the same sizes at those produced currently by rivals Sony, BPL, Toshiba, etc.
Philips India Ltd has entered into an agreement with Kitchen Appliances India
Ltd, a nominee of Videocon International Ltd, for the purpose of sale of the
company's consumer electronic factory at Salt Lake in Calcutta as a going
concern on `as is where is' basis, subject to the requisite approvals being obtained.
Philips on Oct 13 launched its new global brand building campaign, which has
earmarked a Rs 30 crore advertising budget for the Indian market over the next
four to five months, with an eye on higher market shares. Philips India Ltd has
launched a massive brand building exercise involving Us Dollar seven million
advertising campaign aimed at revitalising, the brand in India. Philips India has
launched a new range of LCD projectors Hopper SV10.
In 1999 Philips India Ltd is exploring the possibility of entering into a tie-
up with Videsh Sanchar Nigam Ltd (VSNL) for the launch of Internet TV. Philips

27 | P a g e
India Limited has made an entry into the computer colour monitor business in
India and has targeted it as one of its focus areas in the future. PHILIPS India has
signed an agreement with B.C. Components India Pvt. Ltd for the sale of its non-
ceramic passive components business at Loni, Pune as a `going concern'. The
company has entered into an agreement for sale on April 22, with BC components
India Pvt. Ltd. a proposed subsidiary of BC components Internation B.V.
Netherlands, for the purpose of the sale of the company's components undertaking
of the company located at Loni-Kalbhore - 412 201.
In 2000 the Company is launching a slew of CTV models across the nation.
The Company has introduced the 570M DVD in the domestic market. The
Peripherals Division has launched a slew of products - 13 new PC colour monitors
and a multi-lingual speech recognition software. The Company has set up a
separate organisational structure for its consumer electronics division. Philips
Inida Ltd's consumer electronics division has received the Bureau Veritas Quality
International (BVQi) ISO 9002 certification for its manufacturing, sales and
marketing. The Company has launched a voice activated e-commerce Website
equipped with an auto payment gateway for its consumer durable products.
Philips India launched its home cinema solutions in Bangalore. Philips India,
launched by the Securities and Exchange Board of India have been discharged
with the adjudicating officer ruling in favour of the company. Philips India has
taken the initiative of using its expertise to develop specifications for Bluetooth-
based hi-fi audio and video applications. The Company is all set to launch its set-
top box model Web TV Box for Internet access in the Indian market. Consumer
electronics major Philips India has tied up with applications service provide
DSQworld.com to bring to the Indian market the country's first voice portal
service. The Company has introduced another voluntary retirement scheme at its
integrated lighting factory in Kalwa, Mumbai. Mr. Geert Van Heumen has been
appointed as Director and Chief Financial Officer of the company from

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September 1. Cymbionic Marketing Ltd. a prominent name in Multi-level
marketing has tied up with the company for boosting its marketing and
distribution strength. Philips India Ltd., the global consumer durables giant, has
launched a 21-inch colour television, Philips Matchline Real Flat 21PT 3462,
with digital cinema surround and intelligence embedded software. Philips Plastic
and Metalware Factories a division of Philips India, has been re-named Philips
Enabling Technologies Group, to reflect its changed business focus. The
Company has launched DVD 711. The Company as unveiled the FW-V39 VCD
mini hi-fi system with unique MP-3CD playback capability. The Company will
buy picture tubes from a 50:50 joint venture with Korean giant, LG Electronics
formed worldwide.
In 2001 The Company has launched its FW-V39 (VCD ini Hi-FI system
with MP3-CD playback capability. Philips India has sold its corporate
headquarters at Shivsagar Estate, in Mumbai. The Company has set up a computer
monitor manufacturing unit in the country if it manages to achieve a critical mass
of 100,000 units in the 14-inch monitor segment by 2002. The Company has
launched its latest proprietary Light-Frame technology monitors, which delivers
bright and sharp video and photo display in user-selected window or screen, in
India.
In 2002 Philips India cuts its staff strength by 600 employees. Koniklijee
Philips Electronics, parent company acquires 92% stake in Philips India through
an open offer. ORG figures reveals that Philips Co. tops the audios in 2001.
Philips launches new range of mobile phones, called 'Fisio'. Philips India
launches its new Shared Service Centre in Kolkota to handle its finance and
accounting services. Mr Rajiv Karwal, Senior Vice President,Philips India Ltd
get the CII Young Manager Award by the Confideration of Indian Industry.
Philips India reports to hold highest market share in the audio segment.

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In 2003 Philips India Ltd launches 150 P lightframe 3 LC PC monitors in
Kerala. Philips unveils software diagnostic tools to cater to the needs of high-tech
consumer goods owners.
In 2004 Philips India unveils DVP player Philips launches new device to
cure heart attack Philips India forges alliance with Nike-Philips India launches its
mobile 'Philips 355', in Kerala. Philips Electronics launches 'RepliTrack', a
turnkey video watermarking solution for forensic tracking purposes. Philips
introduce home theatre systems in India
In 2005 Philips launches new range of FM radios to stay on top Philips
unveils Ambilight technology
In 2006 Philips Electronics rolls out digital satellite TV.
In 2008 Philips India entered the water purifier market.
In January 2011, Philips agreed to
acquire the assets of Preethi, a leading
India-based kitchen appliances
company. Consumer electronics
manufacturer Philips has purchased
Chennai-based appliance maker Maya
Appliances, brand owner of Preethi range
of kitchenware, for an undisclosed amount.
According to Royal Philips Electronics it
"has agreed to acquire the assets of the Preethi
business, a leading kitchen appliances company in India. This move makes
Philips leader in this specific fast-growing segment within the Indian domestic
appliances market".

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Preethi, a household name in the mixer grinder space was established in
1978. The company is expected to earn Rs 400 crore to Rs 450 crore as revenues
for the year 2010-2011.
In recent years Philips India enters in to new product like i.e. Air Purifier.

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Vision:
At Philips, we strive to make the world healthier and more sustainable
through innovation.
Mission:
Improve the quality of people’s lives through technology-enabled
meaningful innovations – as co-creator and strategic partner for the Philips
businesses and complementary open innovation ecosystem participants.
Philips India FY 2014-15

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Philips India FY 2016-17
Marketing Mix of Philips
• Product in the Marketing mix of Philips
Philips is one of the biggest companies in the world to deal in electronics
industry. The zeal to find and launch new products has reached its peak as various
companies are competing against each other to reach new heights in the electronic
industry. Philips has employed advanced engineers as well as latest technology
to manufacture better and new items so that the daily lives of the consumers
become much easier. The product portfolio of Phillips consists of three segments–
Consumer Lifestyle, Lighting and Healthcare. Under healthcare its products
include –
➢ Clinical informatics
➢ Patient care and clinical informatics
➢ Imaging systems

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➢ Defibrillators
➢ Diagnostic monitoring
➢ Philips has introduced a patient monitor that helps patient’s mobile
monitoring.
Under consumer goods its product portfolio includes –
➢ Color television that are available in various sizes.
➢ Transistors
➢ Electronic shaver
➢ Audio Equipment
➢ Lightning goods like lamps, tube lights, luminaries, Lightning
services and solutions & many more
The company has also introduced a revolutionary iron that uses the
technology of steam for ironing of their clothes at low temperatures. The brand
has become number one in irons that are available in the world. It has also
developed healing light blanket to wrap the babies. This has helped in
Bilirubinemia treatment processes.
Philips has also joined hands with other companies to develop new and
better products. It has twenty such ongoing partnerships at present. The brand has
fifty thousand patents registered under its name, with sixty-three thousand rights
Philips India Ltd.
Product
Lines
Lighting HealthCare
Software
Development
& Service
Consumer Life
Style
Sound &
Vision
Personal Care
Mother &
Child Care
Household
Products
Drinks
Prepare &
Cooks
Cooking
Food
Preparation
Soup Maker Juicers JMG Blender
Food
Processor
Mixer
Mixer &
Grinder
Ironing &
Cleaning
Air Quality
PC Products,
Tablets &
Phones
Automotive
Accessories
Accessories
Others

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for designs and thirty-six thousand trademarks also registered under its brand
name.
• Place in the Marketing mix of Philips
Philips Company was founded in the city of Eindhoven and later it spread its
wings to at least hundred other countries all over the world. It employs nearly
120,000 people for sales and its services section. Philips is engaged in
development of designs, manufacturing and sales of various products, devices
and instruments and therefore has set up huge plants and warehouses for this
purpose. For the marketing of its products, it has appointed local distributors and
sales subsidiaries.
Besides dispatching of the goods, the wholesalers and the retailers provide
extra services like installation of products and their servicing. Many retail shops
provide spare parts of the products that prove very helpful for the customers in
the end. The success of the company can be attributed to its distribution strategy.
It has set various goals for each of its channels and this has led to the growth in
sales figure and has strengthened the brand image of the company. It has
increased its service centers from 125 to 190 recently with 900 technicians for
listening to the complaints of the products and providing appropriate help.
The goods are also dispatched through the method of direct sales via internet.
Phillips has an official website where the consumers are able to make purchases
of the desired goods from any part of the world. It has also joined hands with
other shopping sites that sell its items through their portals. Internet has proved
to be a major distribution channel as well as information-collecting center for the
brand. Thus, the company’s distribution centers, retailers, departmental stores and
internet are various important tools to reach the consumers. Lately the brand has
made some changes in its distribution policy by allocating small territories to the
distributor, who will become responsible for a firmer grip in their region.
• Price in the Marketing mix of Philips
In order to survive in this competitive market Philips has decided to keep its
pricing policies simple and straightforward. As the buyers have the option of
purchasing from numerous companies, Philips has decided that it will not
compromise on the quality of the goods even if some of its products are higher
priced than its competitors. However, most of its products have a competitive
pricing strategy where the items are priced at a nearby range from the competitors.
When the prices are nearly same, the consumers have the option of purchasing
better quality products. Hence, Philips has been able to maintain its hold in the
market and generate higher sales and revenues for its company. In some cases, in

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order to generate sales the company y also has a flexible pricing policy where it
gives discounts to bring down the prices to some extent.
• Promotions in the Marketing mix of Philips
The brand Philips promises its customers qualitative goods and its brand
promise is “Sense &Sensibility”. Philips is one of the leading world companies
that have adopted the process of eco-design. It has joined in active programs for
“Green Product Sales” that is verified by an independent third-party to give it
authenticity. Under this, it takes care of energy efficiency, reliability, wastes and
recycling.
Philips has taken active steps to redefine the image of its company. It has
created some very innovative ads. Actor Ranbir Kapoor is in Philips LED ads
while Alia Bhatt, Arjun Kapoor are in some of its other ads. The promotional
activities are in the various television channels, radio, internet, magazines and
newspapers. The brand has played its price card offering discounts and various
coupons under its sales schemes. It has even allowed schemes of part or monthly
payments to some of the products.
The brand has been acting as sponsors for various events, sports facilities and
sports clubs. In the year 2008, it renewed its “FI partnership”. It also has the
naming rights of “Atlanta’s Philips Arena”. The brand has also sponsored the
league team of “Australian rugby” from the time 1988 to 1993. It is also the major
sponsor for “Monster of Rock festival”.

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Philips India Distribution Model (Modern-Trade)

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Philips India Organization Structure

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SWOT Analysis
SWOT Analysis
Strengths
1. Subsidiaries in more than 100 countries with more than
120,000 employees
2. Operates around 110+ production facilities
3. Has a very strong R&D portfolio, with 7 active R&D
centers across the globe
4. Market leadership and strong brand equity - market leader
in cardiac care, acute care and home healthcare, energy
efficient lighting solutions with consistent growth rate in
emerging market
5. Aligning operations with market conditions to increase
productivity - Philips focused on de-layering its management
structure to increase speed of execution and lower operating
costs, resulted in improvement in efficiency
6. Customer loyalty is high for consumer electronics made by
Phillips
Weaknesses
1. Legal tangles tarnish brand image – With over 50 class
action anti-trust complaints resulting in investigation against
Philips like Lite-on digital solution, CRT division
2. Highly competitive market in electronic appliances from
both local and international brands
3.Higher price quotient compared to competitors
Opportunities
1. Growth through the inorganic route is key to Philips
2. Increasing demand for sustainable and green lighting
products
3. Growing presence in emerging markets like India and China
4. Push from various government and environmental activists
for greener products indirectly promoting the products of
Philips
Threats
1. Highly competitive business environment
2. Counterfeit goods - a major threat to manufacturers of
branded electronics
3. Environmental and other government regulations
4. Exchange rate fluctuations
5. Availability of cheaper technology in local markets

39 | P a g e
Chapter III
❖ Project Training
❖ Objectives
❖ Scope of the Project
❖ Limitation of the Project
❖ On-Job Training
➢ Key Observations
➢ Recommendations

40 | P a g e
ABOUT THE PROJECT
Objectives:
➢ My first objective was to find why the sale volume of Philips juicers
dropped drastically.
Firstly, I joined a modern-trade store HomeStop, New Delhi & then
HomeCentre, Gurugram to perform in-store wet product demonstration.
Live demonstration is the method where I can observe & record customers
attitude towards my product & educate them about how my product will
best suit their requirements
➢ 2. Creating a model for increasing product selling.
For this, I motivate ISPs & work closely with them. I represent a model to
ISPs how to interact with customers & place the product based on their
needs.
➢ 3. I was also responsible for identifying new product demand in the market.
Scope of the Project:
The project mainly provides information regarding the following issues:
• The analysis of the project will help Philips products to increase market
share.
• From the project, the company will also come to know about the customers
and retailers’ response regarding Philips products.
• Level of retailers’ satisfaction related to products, their availability and
service provided by the distributors.
• It will help Philips to develop their market by taking into new products.
Most importantly tapping further sales opportunities with the existing customers
by taking into account their current requirements and future expansion plans.

41 | P a g e
Limitation of the project:
• There are chances of respondents to be biased during the research.
• There were limited number of respondents, which affect the accuracy of
result to certain extend.
• The duration of the study was limited.
• Sometimes respondents were least interested in providing the details.
• Possibility of my own error while conducting the research.
On-Job Training
My job was to give live wet & dry demonstration of Philips Viva HR1863/20
product.
Key Observations / Findings:
dedicated juicers.
Press”.
❖ Unavailable / unlisted product in store divert customers to another brand.

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Fig. – Pic showing target & key observations

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Recommendation:
✓ Educate customer how to proper use of products by giving live instore
✓ Proper training of ISPs are essential in all modern-trade stores.
much! So if there is any price discount from inventory manager the
should list & delist from store.

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Chapter IV
❖ Business Research
❖ Research Plan
❖ Source of Data
❖ Sampling Plan
❖ Analysis Techniques
❖ Questionnaire Design
❖ Methodology

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Research Methodology:
Research is an intensive and purposeful search for knowledge and
understanding of social and physical phenomenon. Research is a systematic and
objective analysis and recording of controlled observation that lead to
development of generalization, principles and theories resulting prediction and
possibly ultimate control of events.
The research was conducted to obtain the objectives of the
study. The research design was both exploratory and descriptive in nature.
Research Plan:
1. Sequence of research methodology:
The sequence of research methodologies that was used to conduct the
study are:
1. Defining the problems and the objective
2. Preparing the research plan.
3. Collecting required information and data.
4. Arriving at conclusions and recommendations.
2. Research Design: This study involved both exploratory and descriptive
research design keeping in view that it was conducted covering the field of
management.
3. Data collection procedure: Primary data was collected by observing and
interview method from customers.
4. Sources of data:
A. Primary data sources: This includes interaction with customer and observing
their attitude towards their buying pattern. I interviewed the customers to collect
the required information and observing their behavior towards products buying.
B. Secondary data sources: This included the following:
i. Books
ii. Magazines

46 | P a g e
iii. Periodicals
iv. Newspapers
v. Websites
Sampling Plan:
1. Sampling Procedure: Convenience and Judgment was employed for
collecting primary data in this study.
2. Population: The customers of South Delhi & Hariyana (India).
3. Sample Size: 200+ customers of South Delhi & 70+ customers in Hariyana.
4. Duration of the study: The study is carried out within a period of 2 months.
5. Extent of the study: The study was carried out within New Delhi & Gurugram
city.
Research Tools Used:
The data required for the study is collected through observing and interacting with
the customers of New Delhi, Gurugram and nearby areas with the help of a
structured questionnaire.
Analysis Techniques :
The analysis technique used to find out the response of the retailer in down with
the help of MS Excel and SPSS.

47 | P a g e
Questionnaire Design:
The questionnaire contained close ended questions and no open-ended questions.
Besides, respondents were also encouraged to rank the parameters they preferred
on a scale of 1 and 5 (5 for the best and 1 for the worst rank).
In accordance with some common ground rules the questions were placed in such
an order that the questionnaire opened with more simple, non-threatening
questions and interesting questions.
Methodology: In order to perform the given task, I had to do the functions of
product demonstrator & seller which are mentioned below:
• Demonstration of various products.
• Educate customers.
• Greetings to the customer to maintain a good customer relationship & be
loyal customer of Philips.
• Product stocking in modern trade store.
• New product demand analysis
• Finding out the drastic sale drop of a particular product category (Juicer).
Questionnaire Result
& Analysis
The questionnaire result & data are given below. The data shows, most of the
respondents are male as the product is premium priced so involvement of taking
decision was more for men. Though female finally choose whether the product is
required or not so their involvement & response rate was not far behind than men.

48 | P a g e

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ANALYSIS & VISUALS
In this section, I analyse the data with the intent of discovering insight into
the market.
Data Analysis: Gender, Age & Expenses
Table 1 analyzes the responses to the normalized quastions of gender, age
and expenses, which provides information on the existing & potential target
consumers for Philips products.
Of the 60 survey respondents, 41.67% were women & 58.33% were men.
My research hypothesis was that there could be additional target markets for
Philips kitchen appliances product range.
Data Analysis: Gender, Age Preferred Juice Type
0
2
4
6
8
10
12
14
16
25-34yr 34-44yr 18-24yr 25-34yr 34-44yr
Female Male
Table 1. - Total budget expenses of population
₹11,000-₹20,000
₹21,000-₹30,000
₹31,000-₹40,000

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and peoples preffered juice type, which provides information on the existing &
potential target consumers for demand of juicer in market.
Out of the 60 respondents, 40 people prefer homemade juice & rest 20
people prefer packaged juice.
0 5 10 15 20
25-34yr
34-44yr
18-24yr
25-34yr
34-44yr
FemaleMale
Table 2. - Preferred juice type
Packaged
Home Made

52 | P a g e
Data Analysis: Gender, Age & Preferred time people have juice
and peoples preffered juice in a day, which provides information on the existing
& potential target consumers for demand of juicer in market.
Out of the 60 respondents, 35 people told that they prefer to have juice at
least one time in a day.
0 2 4 6 8 10 12
25-34yr
34-44yr
18-24yr
25-34yr
34-44yr
FemaleMale
Table 3. - No. of Time preferred to have juice
Twice a day
Once a day
Never

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Data Analysis: Market Share of Juicer Category
and preffered juicer brand in India, which provides information on the brand
market share.
Out of the 60 respondents, 41.67% of people have Philips products whci
make Philips the market leader in all of the other brand all have almost similar
market share. Though 25% of people says they don’t even have dedicated juicer
which is a great opprtunity to focus on for Philips.
8.33%
8.33%
25.00%
8.33%
41.67%
8.33%
Table 4. - Market Share of Juicers
Bajaj
Morphy Richard
None
Other
Philips
Sujata

54 | P a g e
Data Analysis: Customers expectation from Brand
and their expectations from their respective juicer brand, which provides
information on the gap between customer & company relationship & how could
the company overcome those issues.
Out of the 60 respondents, majority of the peoples requirements is to
adopting new technology like “cold press” or other new technology for the
respective brand they have and create juice making more easy & reliable for
customers.
0
2
4
6
8
10
12
25-34yr 34-44yr 18-24yr 25-34yr 34-44yr
Female Male
Table 5. - Customer expectation from Company
Adopting new technology
Better customer service
More available through
channels
NA

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Data Analysis: Market Share of Juicer Category
and customers requirements to buy a juicer which provides information on the
potential target consumers and based on customers requirements company can
fulfill customers requirements & demands.
Out of the 60 respondents, 10 men under the age group of 34-44yr want to
buy new technology product & their first requirement is that product should have
most advance technology used, though most of the people both male & female
look brand before buying any product. For this reason Philips have the majority
of market share because the trust customer have on Philips.
0
2
4
6
8
10
12
25-34yr 34-44yr 18-24yr 25-34yr 34-44yr
Female Male
Table 6. - Buying decision requirements
Advance Technology used
Brand
Price
Quality

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Chapter V
❖ Major contribution
❖ Key Findings from On-Job & Research
❖ Recommendations

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Major Contribution
❖ Throughout the entire internship I was able to sold 6 HR1863/20 at the
MRP of ₹10,500, with additional 7 HL7576 & 5 HL7715 on MRP of
₹4,795 & ₹6,495 respectively.
❖ Apart from selling my own product I also take took the initiative to sell
other product category as well.
❖ Within 2 months of internship I worked with the ISPs to achieve their target
on various parameters like revenue target of Personal Care (PC) &
Domestic Appliances (DA) of 1.5lakh & 3lakh respectively, count target
of Trimmers of 30 units & count target of Juicers & Juicers Mixer Grinder
(JMG) of 3 unit & 5 unit of JMG.
❖ Apart from selling I interacted with more than 250 customers & understand
consumer behavior & their buying pattern & their demand.
❖ Perform 100+ wet product demonstration to handle customers objection &
educate customers which help to build strong relationship with customer
& Philips brand.
❖ Analyze market demand & inform to Philips officials to fill the gap
between consumer demand & company’s service.
Key findings from On-Job & Research
dedicated juicers.
Press”.

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❖ Unavailable / unlisted product in store divert customers to another brand.
❖ Research data shows that both male & female play vital role while
choosing premium category products.
❖ During beginning of the month demonstration was high because at the
beginning of the month people are more willing to buy products or spend
money.
❖ Demonstration was more at the weekends, indicate peoples are more
willing to buy products on weekends as well as footfall was also high
compared to weekdays.
❖ Though there is a huge opportunity for juicer market but lack of knowledge
among customers makes it difficult to convey customers about the
dedicated juicer product features.
❖ High price of Philips juicers makes it unreachable to middle class
customers.
❖ Generic products rapidly spreading in market which lowers Philips market
share.
❖ After one-month demonstration count gets dropped because HomeStop’s
customers are frequent visitors & new customers footfall ware
comparatively less, & only new customers are interested to watch
demonstration.

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Recommendations
✓ Educate customer how to proper use of products by giving live in-store
✓ ISPs training to convince customer & need analysis teaching is essential.
much! So, if there is any price discount from inventory manager the
should listed & unlisted from store.
✓ Inventory supply is a very major issue in Philips. So, there should be portal
to order inventory & track the order. Employee should be more focused to
deliver inventory to store ASAP.
✓ Company should more focused on demography of customers in kitchen
appliances products, this will help to extend product length.

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Chapter VI
❖ Learnings
❖ Conclusion

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Learnings
Throughout the entire two months of summer internship programe I learned many
things –
✓ How to communicate with customers & their behavior towards buying
product/ services.
✓ Working with corporate environment & adopting corporate culture.
✓ How not to sell product but to satisfy customers demands with products/
services.
✓ Working with one of the biggest FMCD company & gaining knowledge
about how the sales process work.
Conclusion
Based on the findings and observations it is recommended that Philips India Ltd.
company has to take some rigorous steps towards recapturing the juicer market
in India. Philips Company has a strong and reputed brand name. Philips leads
other competitors in FMCD industry in terms of market share, customer demand
and customer satisfaction. The increase in number of consumers, brand awareness
of Philips has opened many new expansion opportunities both in terms of
horizontal and vertical market. There is a large scope for market penetration in
rural areas. Rural Areas are developing rapidly and has created a large base for
marketing different product. The beverage industry is growing continuously and
will continue to do so in coming years.
Further conclusions drawn from the study are as follows: -
• Though Philips product was favored, purchase was still influenced by easy
Availability, long time presence of their brands in the market and Service.
• Retailers stressed more upon company service and margin as a prime factor
for satisfaction.

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Chapter VII
❖ Bibliography

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Books referred:
• Marketing Management: A South Asian Perspective (15th Edition)
Philip Kotler, Kelvin Lane Keller, Abraham Koshy, Mithileshwar Jha.
Name of Publisher: Pearson
Websites Visited:
• https://www.philips.co.in/
• http://www.businesstoday.in/magazine/special/oldest-mnc-in-india-
philips/story/194628.html
• http://www.livemint.com/Companies/cxd2I4eEKd85DreSbDESCK/Roya
l-Philips-seeks-to-make-one-acquisition-in-India-over-ne.html
• http://www.moneycontrol.com/stocks/marketstats/industry-
classification/nse/consumer-goods-electronic.html

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Annexure
❖ Questionnaire
❖ Weekly Report

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1. Your gender?
(a) Male
(b) Female
2. What is your age group?
(a) 18-24yr
(b) 25-34yr
(c) 35-44yr
(d) 45-54yr
(e) 55-64yr
(f) 65+
3. What is your monthly household expenses?
(a) < ₹10,000/-
(b) ₹11,000 - ₹20,000/-
(c) ₹21,000 - ₹30,000/-
(d) ₹31,000 - ₹40,000/-
(e) > ₹40,000/-
4. Do you have any children?
(a) Yes
(b) No
5. Which type of juice you prefer?
(a) Homemade
(b) Packaged
6. How often you prefer to have juice?
(a) Never

66 | P a g e
(b) Once a day
(c) Twice a day
(d) Three times in a day
7. Which of the following juicer brand you have currently?
(a) None
(b) Philips
(c) Bajaj
(d) Morphy Richard
(e) Sujata
(f) Other
8. Rate the product you are currently using (where 1= Very disappointed & 5=
Very satisfied)
(a) [1]
(b) [2]
(c) [3]
(d) [4]
(e) [5]
9. How do you think the product you are using can be improve?
(a) Better customer service
(b) Adopting new technology
(c) More price discount
(d) More availability through channels
(e) Better packaging
(f) Other
10. What is the most important factor you consider while selecting juicer?

67 | P a g e
(a) Price
(b) Quality
(c) Brand
(d) Better technology used
(e) Other
11. From where you purchase your kitchen appliances?
(a) Shopping mall
(b) Departmental store
(c) E-commerce
12. How much you spent on kitchen appliances at once?
(a) < ₹5,000/-
(b) ₹6,000 - ₹10,000/-
(c) ₹10,000 - ₹15,000/-
(d) ₹15,000 - ₹20,000/-
(e) > ₹20,000/-

68 | P a g e
Weekly Report
Weekly Report for Week ending ___1______
Application Based
Learning in Respective
Specialization
Faculty
Remarks
Summer Internship Programme (On the Job Training / Research Project)
Name: SUBHASHISH MONDAL
Company: Akkado & Philips Joint Programe
Location: HomeStop, Select CityWalk, Saket
Industry Mentor Details: Shivani Gupta (shivani.gupta@akkado.in)
Faculty Mentor: Manushi Mishra
Project Title: Consumer Behavior towards buying Philips Juicers (HR1863/20)
On the Job Training
Weekly
Activity
Assigned
(Give Details)
Status of Activities
Assigned
Learning from the activity/activities
assigned / Work accomplished
Have to give
live
demonstration
of Philips
juicer
HR1863/20 as
the product
being was not
performed
well in the
market. So, to
understand
consumer
behavior
towards the
product.
1st
May, 2017 I
demonstrated 3
times
Though none of the product being sold
but I understand consumer needs
towards juicers. Because people are
more interested in modern technology
like Cold Press Juicers.
As the core concept of
marketing says that first
understand consumer
needs & try to fulfill the
needs by providing
them the right product
at right time.
2nd
May, 2017 I
demonstrated 3
times
On the second day, again none of the
product being sold but during the
demonstration I faced many objections
from the customers toward the product
that I demonstrate. Complaints like why
should they buy the product with the
premium price compared to ecommerce.
Objection handling is
another great technique
to understand consumer
needs & current market
trends & competitors’
products as well.
3rd
May, 2017 I
demonstrated 5
times
On the 3rd
day I was able to convince
customer that why my product is being
superior above the all product available
in the market & I got one customer
feedback that she was interested to buy
the product but will come later.
Getting positive
feedback from
consumer that they are
interested to purchase
my product is a good
sign that there is a
chance I’ll get a order
from him/her.
4th
May, 2017 I
demonstrated 4
times
On the 4th
day I was able to generate a
lead & successfully sell a product to a
customer. Though I was not easy
because she was aware about the online
discount but still I convince her that
buying from physical store is much
more hassle-free to get after sale
services.
Getting on lead is a
good sign that I’m in
right track. After sold
the product I took her
details for follow up
process.
Week off

69 | P a g e
7th
May, 2017 I
demonstrated 4
times
As it was weekends so the crowd was
slightly more than weekdays. But still
didn’t get any lead. Because most of the
people came in weekends for spend
time & to enjoy. They don’t spend
relatively huge amount for durables (my
product price is ₹10495/-)
On the weekends, I
noticed that people are
being more focused on
discounted products
rather than ordinary
price. Even a product
with higher price tag is
also discounted by store
but still consumer
prefer to get the
products. Here
positioning of price
discount is motivated
consumers heavily.
8th
May, 2017 I
demonstrated 5
times
Application Based
Specialization
Faculty
Remarks
On the Job Training
Weekly
Activity
Assigned
(Give Details)
Assigned
Have to give
live
demonstration
of Philips
juicer
HR1863/20 as
the product
being was not
performed
well in the
market. So, to
understand
consumer
behavior
towards the
product.
9st
May, 2017
I demonstrated 5 times & every
customers was being convinced by the
product performance but as the cost is
high so people back off.
Here I understand that
being focused on only
one job (Juice extract),
some customer think it
would not be a value
investment so they back
off from purchasing the
product.
10th
May, 2017 Week off Week off
11th
May, 2017
Demonstration performed 5 times. As it
was week day so the number of footfall
was less.
Getting positive
feedback from
consumer that they are
interested to purchase
my product is a good
sign that there is a
chance I’ll get a order
from him/her.

70 | P a g e
12th
May, 2017
Total demonstration performed 3 times.
Though the demonstration was less but
I successfully convinced a customer &
get a hot lead.
process.
13th
May, 2017
On that I was able to sold one product
to a customer.
Though I demonstrated
5 times but still I was
able to sold one product
to customer. The
customer was very
much convinced to see
the Demonstration of
the product. Here I
understand that product
knowledge of a sales
person is very much
needed to get sales
order.
14th
May, 2017
Total demonstration performed 12
times. As it was a weekend so number
of footfall was many & so as my
demonstration.
As the footfall was high
so number of
demonstration was also
more. But most of the
people came that day to
just see the demo. I
think on that day
number of potential
customer was very less.
Application Based
Specialization
Faculty
Remarks
On the Job Training
Weekly
Activity
Assigned
(Give Details)
Assigned
Have to give
live
demonstration
15th
May, 2017 Week off

71 | P a g e
of Philips
juicer
HR1863/20 as
the product
being was not
performed
well in the
market. So, to
understand
consumer
behavior
towards the
product.
16th
May, 2017
product performance but as the cost of
the product is high so people back off.
some customer thinks it
product.
17th
May, 2017
I have presented wet demo 2 times of
the product HR1863/20 to two different
customer customers are interested in
different kinds of need which my
product is unable to deliver.
There is a gap between
customer need & my
product deliverance.
18th
May, 2017
product is unable to deliver. The demo
was less because of pleasant whether so
customers didn’t prefer to show their
interest in the product.
product.
19th
May, 2017
get a hot lead.
process.
20th
May, 2017 Total demonstration performed 7 times.
to customer. The
customer was very
the product. Here I
person is very much
needed to get sales
order.
21th
May, 2017
As it was a weekend so number of
footfall was many & so as my
demonstration.
so number of
think on that day
number of potential
Weekly Report for Week ending ___4______ Application Based
Specialization
Faculty
Remarks

72 | P a g e
On the Job Training
Weekly
Activity
Assigned
(Give Details)
Assigned
Have to give
live
demonstration
of Philips
juicer
HR1863/20 as
the product
being was not
performed
well in the
market. So, to
understand
consumer
behavior
towards the
product.
22nd
May, 2017 Week off
23rd
May, 2017
product performance but as the cost of
the product is high so people back off.
product.
24th
May, 2017
There is a gap between
customer need & my
product deliverance.
25th
May, 2017
product is unable to deliver. The demo
was less because of pleasant whether so
customers didn’t prefer to show their
interest in the product.
product.
26th
May, 2017
get a hot lead.
process.
27th
May, 2017 Total demonstration performed 7 times.
to customer. The
customer was very
the product. Here I

73 | P a g e
person is very much
needed to get sales
order.
28th
May, 2017
Total demonstration performed 12
times. As it was a weekend so number
of footfall was many & so as my
demonstration.
so number of
think on that day
number of potential
Application Based
Specialization
Faculty
Remarks
On the Job Training
Weekly
Activity
Assigned
(Give Details)
Assigned
Have to give
live
demonstration
of Philips
juicer
HR1863/20 as
the product
being was not
performed
well in the
market. So, to
understand
consumer
behavior
towards the
product.
29th
May, 2017 Week off
30th
May, 2017
product performance but customers
asking for EMI payment which is not
available in my store so they don’t buy.
Availability of EMI for
high cost product is
very much important to
target all customer
group.
31st
May, 2017
That day I got a
customer who was
convinced to buy the
product but due to
unavailability of
discount he orders the
same model from
different store in front
of me. It shows that
customers are more
focused on cash

74 | P a g e
discount than store
ambiances.
1st
June, 2017
the product HR1863/20. There was one
customer who was convinced by the
product & give the order but want some
discount which I can’t give him so the
order was not fulfilled.
customers are very
much aware about
product discount
available in all products
in market so they want
at least some discount
from all store. Due to
unavailable of discount
I lose the order.
2nd
June, 2017
Though the demonstration was less as I
feel sick so leave store early
-
3rd
June, 2017 Total demonstration performed 4 times.
Ecommerce awareness
in people are getting
more so people show
their interest to buy
product from online to
get cash discount.
4th
June, 2017
As it was a weekend so number of
footfall was many but still demo was
less compared to previous couple of
weeks as in the store repeated customer
visited the most.
not able to sold product
as the barrier is only
product is on MRP &
there is not price
discount.
Application Based
Specialization
Faculty
Remarks
On the Job Training
Weekly
Activity
Assigned
(Give Details)
Assigned

75 | P a g e
Have to give
live
demonstration
of Philips
juicer
HR1863/20 as
the product
being was not
performed
well in the
market. So, to
understand
consumer
behavior
towards the
product.
5th
June, 2017
Though Monday is my week off but on
that day there was a industry senior visit
in my store so I was present there. On
that day I demonstrated once.
Though industry senior
was not able to visit
that day but still I
prepared myself well to
give them correct
feedback toward what
really happening &
what should the
company need to do to
increase sales.
6th
June, 2017 Week Off
7th
June, 2017
the product HR1863/20. As informed
by company, one new technology of
juicer will launch by Philips & I told it
to customer so the customer told me
that she’ll wait till the launch.
That day I got to know
that customers are
ready to get new
technology by sacrifice
current needs &
demands. Some
customers are even
being more interested
to know about the new
technology that Philips
going to use in its
upcoming model. So I
though from later
onwards I’ll not tell this
to any customer
because it will divert
my current customer.
8th
June, 2017
the product HR1863/20. There was one
customer who was convinced by the
product but want the lower model
which my store doesn’t have.
One customer was very
much interested to buy
the product but didn’t
have enough money to
buy it, but promise to
come later. I took her
detail for further follow
up.
9th
June, 2017
Got review of “Good product”, “Think
later” & “Expensive” from different
customers.
1. Yesterday the
customer who told me
that she’ll come again
to buy the product, she
came & purchase two
of the product.
2. In my observing its
clear to me that the
customer who says
good product is
potential customer but
the person who said
expensive is not my
target customer.

76 | P a g e
10th
The main barrier that I
facing was product is
on MRP & also its
much more expensive
than ordinary juicers.
But the customers that I
was facing that day was
looking for juicers
under Rs. 6000/-, so
they are not my
potential customers.
11th
Though it was Sunday
but the number of
demonstration was very
less could be because
of repeated customer
footfall in the store.
Application Based
Specialization
Faculty
Remarks
On the Job Training
Weekly
Activity
Assigned
(Give Details)
Assigned
Have to give
live
demonstration
of Philips
juicer
HR1863/20 as
the product
being was not
performed
well in the
market. So, to
understand
consumer
behavior
12th
June, 2017 Week off
13th
June, 2017
I demonstrated 2 times & customers
was more focused on the lower model
that is HR1855.
Unavailability of other
alternatives or lower
model is the only
reason of my poor sales
record.
14th
June, 2017
the product HR1863/20.
That day I got a
customer who was
convinced to buy the
product but due to
unavailability of
discount he orders the

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