New product development strategy of Samsung R&D Report
Am
1. 1
A
PROJECTREPORT
ON
DEALER SATISFACTION OF SAMSUNG PRODUCTS WITH
THE CONSIDERATION OF CUSTOMER VALUE AND
SATISFACTION
In Meerut region during 15 Feb to 8 March
Submitted To: - Submitted By:-
Resp.Mr. Shushant Mittal Sir SHIVANI ARORA
YAMINI MUDGAL
GOVIND SHARMA
RAMESH ROY
PGDM (IInd
sem.)
2. 2
Acknowledgement
It is indeed of great moment to pleasure to express my senses
of per found gratitude & indebt ness to all the people who have
been instrumental in making my tanning a rich experience. I got
the opportunity to do a challenging project in dealer. The project
is the important part of our study and gives us a real practical
exposure to the corporate world and it is almost impossible to
do the same without the guidance of peoples in and around us.
Practical study is the area which confirms the theoretical idea of a
subject. Both are essential tool in order to provide any marketing
strategy, designimplementation and their uses. The survey is
nothing but gathering data of any theoretical marketing strategy.
These two aspects are in similarity to the learning and knowledge.
I acknowledge the in depth guidance provided by Mr. Shushant
Mittal sir. They are provided us the valuable information
regarding RESEARCH METHODOLOGY.
I am also thankful for providing me the computer lab as when
required in order to complete the project in time
I feel very pleased to express my gratitude to all those people
who helped me out during the preparation of this project.
At last but not the least I would like to thanks to my friends and
seniors for their valuable suggestions and encouragement.
3. 3
PREFACE
A project training program has been incorporated in the PGDBM
curriculum of “Institute Of Productivity and Management” where
the surveyor (student) has to apply all experience and knowledge,
which he has gained during his management study. A project gives
training where the surveyor has to prepare a synopsis by
interpreting the data, which they received in the form of answers of
his questions, which he has prepared during his project work.
The student has to apply all his classrooms and practical study in such
a way that they receives the response as per there wish. As we are in
the initial stage of our management study so this project has helped us
a lot and helped us to clearly understand the marketing behavior and to
closely face the marketing trends, which would help us in our near
future, so that we can sustain ourselves in adverse marketing situation
and bring out a perfect solution whenever required.
So in this project, which was assigned to us , I have
undertaken the survey on dealer satisfaction of SAMSUNG
products.
In Meerut region. I have applied all my experience which I have
gained during my study period.
6. 6
INTRODUCTION
Dealer behaviour is the study of how he purchases, how he sells, how
they get feedback from consumers and after that he came to
conclusion about particular SAMSUNG product. It is a subcategory of
marketing that blends elements from different fields. It attempts to
understand the buyer decision making process, both individually and
in groups. It studies characteristics of individual consumers such as
demographics, psychographics and behavioural variables in an
attempt to understand peoples wants. It also tries to assess
influences on the consumer from groups such as Family, friends,
reference groups, and society in general. By understanding the
consumer, we will be able to make a more informed decision as to
which strategy to employ.
8. 8
History of Samsungcompany
About SAMSUNG Group
The SAMSUNG Group is South Korea's third largest
conglomerate]] that produces electronics, mobile phones, and
petrochemical products and operates subsidiaries like
SAMSUNG Electronics, SAMSUNG Telecom, Zenith
Electronics and SAMSUNG Chem in over 80 countries.
SAMSUNG Group sponsors the SAMSUNG Cup HYPERLINK
"http://en.wikipedia.org/wiki/Go_(board game)" Go
Tournament.
SAMSUNG Group founder Koo In Hwoi established Lak Hui
Chemical Industrial Corp. in 1947. [3]
In 1952, Lak Hui (currently
SAMSUNG Chem) became the first Korean company to enter
the plastics industry. As the company expanded its plastics
business, it established GoldStar Co., Ltd., (currently
SAMSUNG Electronics Inc.) in 1958.
In 1959,Goldstarproduced Korea's first radio. Many consumer
electronics were sold under the brand name GoldStar, while some
other household products (not available outside South Korea) were
9. sold under the brand name of Lucky. The Lucky brand was famous
for its hygiene products line such as soaps and Hi-Ti laundry
10. detergents, but most associated with its Lucky and Perioe
toothpaste.
In 1995, it was renamed "SAMSUNG", the abbreviation of
"Lucky GoldStar". More recently, the company associates its
tagline "Life's Good", with the letters SAMSUNG.
About SAMSUNG
Company
Established in 1958, SAMSUNG Electronics, Inc. (SAMSUNG)
is a global leader and technology innovator in consumer
electronics, home appliances and mobile communications,
employing more than 82,000 people working in over 110
operations including 81 subsidiaries around the world. With
2007 global sales of USD 44 billion*, SAMSUNG is comprised
of four business units - Mobile Communications, Digital
Appliance, Digital Display and Digital Media. SAMSUNG is the
world’s leading producer of CDMA/GSM handsets, air
conditioners, front-loading washing machines, optical storage
products, DVD players, flat panel TVs and home Theater
systems.
11.
12. 10
SAMSUNG has created reputation for progressive technology and
innovation with the release of some of the latest technological
developments in consumer electronics, home appliances and IT
products. For example, SAMSUNG is currently the world's number one
manufacturer of plasma display modules. SAMSUNG Electronics' goal is
to enable the intelligent networking of digital products that will make
consumers' lives better than ever.
SAMSUNG Electronics has established itself as a major international
sports sponsor with partnerships including the SAMSUNG Super Racing
Weekend touring cars tournament in conjunction with Eurosport and the
ICC cricket tournaments for example the ICC Trophy in England 2004
and the Cricket World Cup 2007. In 2005 SAMSUNG are proud to
sponsor all of ITV’s Formula 1 coverage for the duration of the 2005 F1
season. For more information, visit the sponsorship page.
2005 will see SAMSUNG strengthen our range of large screen, HD and
Digital Ready Plasma and LCD TV’s. Our TV products are not just
leaders in technology and innovation but also offer sleek design and
style, our TV products really will be the centre of attention this year.
This year our Digital Appliances will reinforce our presence in the UK in
2005. New and unique products will see us playing a major role in the
home appliances market. Flagship products
13. 11
that will lead our ranges include a stylish Side by Side Refrigerator with
built in LCD TV, large capacity Direct Drive Washing Machines, round
cavity Microwaves and new Vacuum Cleaners with multi-cyclonic
technology.
Also new in 2005 are SAMSUNG’s stylish and innovative 40 & 80 series
LCD Monitors and a growing range of the award winning Optical Storage
Super Multi Drives.
Corporate Name SAMSUNG Electronics U.K. Ltd
Established January 30th 1985
Company Number 02143888
The Place of registration Registered in England and Wales
Corporate Office SAMSUNG House, 250 Bath Road, Slough, Berkshire, SL1 4DX
Tel: 01753 491500
Fax: 01753 693 061
URL: http://uk.SAMSUNGe.com
esident Mr Brian Na
14. 12
Vision
SAMSUNG Electronics continues to pursue its 21st
century vision of
becoming a worldwide leader in digital—ensuring customer
satisfaction through innovative products and superior service while
aiming to rank among the world’s top three electronics,
information, and telecommunications firms by 2010.
On our way, we hold tight to a philosophy of “Great Company,
Great People,” underscoring our belief that only great people can
create a great company.
SAMSUNG strives for greatness in what we’ve identified as our
three core capabilities: Product Leadership, Market Leadership,
and People Leadership—each strength a key part of realizing our
growth strategies for “fast innovation” and “fast growth”.
15. 13
VISION
Global Top 3 by 2010
Global Top 3 Electronic/Telecommunication
company
GROWTH STRATEGY
“Fast innovation, Fast growth”
CORE COMPETENCY
“Product leadership, Market leadership,
People leadership”
CORPORATE CULTURE
No excuse, “we” not “I”, Fun workplace
Global Operation
16. 14
SAMSUNG Electronics is playing an active role in the world market with its
assertive global business policy. As a result, SAMSUNG Electronics controls
110 local subsidiaries in the world with around 82,000 executive and
employees.
SAMSUNG Group
1. SAMSUNG.Philips LCD
2. SAMSUNG Chemical
3. SAMSUNG Telecom
4. SAMSUNG Powercom
5. SAMSUNG Twins
6. SAMSUNG Dacom
Business areas and main products
Mobile communications
(a) CDMA Handsets,
(b)GSM Handsets,
(c) 3G Handsets,
(d)Cellular Phones
Digital appliance
a) Air Conditioners,
b) Refrigerators,
c) Microwave Ovens,
d) Washing Machines,
e) Vacuum Cleaners,
f) Home Net,
g) CompressorsforAir Conditioners and Refrigerators
17. 15
Digital display
a) Plasma TVs,
b) LCD TVs,
c) Micro Display Panel TVs,
d) Monitors,
e) PDP Modules,
f) OLED Panels,
g) USB Memory,
h) Flat Panel Computer Monitors
Digital media
a) Home Theater Systems,
b) DVD Recorders,
c) Super Multi DVD Rewriters,
d) CD±RW,
e) NotebookPCs,
f) Desktop PCs,
g) PDAs,
h) PDA Phones,
i) MP3 Players,
j) New Karaoke Systems,
k) Car Infotainment
SLOGAN
18. 16
"Life's Good" represents SAMSUNG 's determination to provide
delightfully
smart products that will make your life good.
The SAMSUNG Electronics Life's Good signature consists of
the SAMSUNG logo, seal, and the slogan, "Life's Good" set in
Charlotte sans typeface curved around the SAMSUNG symbol.
The curving of the slogan reinforces SAMSUNG's personality
and uniqueness. The consistent usage of this signature clearly
establishes the unique identity of the company and unifies every
division and product from SAMSUNG Electronics across the
globe.
THE SYMBOL
19. 17
The symbol of SAMSUNG is the face of future. The letter “L” and “G”
in a circle symbolizes world, future, youth, humanity &
technology.SAMSUNG philosophy is based on humanity. It also
represents SAMSUNG’s efforts to keep close relationship with our
customers around the world.
The symbol consists of two elements.
1. The logo in SAMSUNG gray
2. The stylized image of human face in the unique SAMSUNG red
color.
Red color represents our friendliness and gives a strong impression
of SAMSUNG’s commitmentto deliver the best.
The circle symbolizes The Globe. The stylized image of a smiling face in
the symbol conveys “Friendliness and Approachability”. The one eye on
the symbol represents “Goal-oriented, Focused & Confident”.
The slogan of SAMSUNG is “Life’s Good”. It expresses “Brand’s
Value, Promises, Benefits,Personality.
THE PARTNERSHIP-----
SAMSUNG Electronics chooses to promote harmony and build
constructively on a labor-management relationship rather than an
employee-employer relationship. This illustrates that management
and workers are not in a vertical relationship, but in a horizontal one.
This culture is necessary for SAMSUNG Electronics as it strives to
become one of the world's top companies. Such a relationship is
transformed into a value-creation relationship whereby both parties
21. 18
SAMSUNG BRAND IDENTITY:-
The brand of SAMSUNG is delightfully smart. SAMSUNG strives to
enhance the customer’s life and lifestyle with intelligent features,
institutive functionality and exceptional performance.
The brand platform:-
The SAMSUNG brand is composed of four basic elements –
1. Value
2. Promise
3. Benefits
4. Personality
The Brands core Value that neverchanges.
a. Trust,
b. Innovation,
c. People
d. Passion
The benefits that are consistently deliveredto the customer
includes
1.Reliable products
2.Simple design
3.Ease of use
4.Extraordinary Experience
22. 19
Personality describes the human characteristic that are
expressedto the customerthrough
1.Trustworthy, Considerate
2.Practical, Friendly
The Internal Culture of SAMSUNG:
SAMSUNG practices four cultures
1.Learning Culture
2.Boundary less Environment
3.A Carrier
4.Growth
According to SAMSUNG, the Learning Culture continuously helps the
employee to learn more and more to develop the habit of continuous
learning.
Boundary less Environment means that there is no difference
between the levels of employees. There is transparency between
the work and mutual understanding between all the employees.
A carrier is highly growing in SAMSUNG and one who is the
employee can develop their carrier largely. A new comer will feel fully
comfortable in the company and for a new comer the company is
very helpful in the overall growth of personality.
23. 20
Growth in SAMSUNG is very high for those who are in the company and
for those who want to join in SAMSUNG. The company is growing with fast
innovation and the BLUE Ocean strategy is one of the examples of growth.
Mission
The mission of SAMSUNG is to provide the customers with
utmost satisfaction through leadership.
The fundamental policy of development is to secure product
leadership that the Customers may have the utmost satisfaction.
ProductLeadership
We are focusing on six development areas to become the product leader.
1. New Machine
2. Reliability
3. Conventional Installation
4. Environment Friendly Product
5. Low Noise & Vibration
6. Energy Saving
Quality Innovation
24. 21
The policy of quality assurance is to provide customers with utmost
satisfaction by supplying zero defects.
SAMSUNG proceeds ina hierarchal manner. It is named as
“SAMSUNG WAY”.
From top to bottom:
No.1 SAMSUNG – is the VISION(MANAGEMENT IN ACTION (
SAMSUNG's management
system)
“Jeong-DO”Management is SAMSUNG’s unique application to
ethics. SAMSUNG will succeed throughfair management
practices and constantly developing our business skill.
A) Honest with our customer
b)Providing great values to customer through constant innovation
& and development.
c) Equal opportunities
d)Equal Treatment
Management Principle - Creating value for customer
25. 22
Code of conduct of SAMSUNG:
1. Responsibilityand obligations to customers :
• Respectfor Customers
• Creating Value
• Providing Value
•
2 Fair competition
• Pursuit of Free Competition
• Compliance with Laws and Regulations
3 Fair Transaction :
• Equal Opportunity
• Fair Transaction Procedure
• Support and Aid for Business Partners
4 Basic Ethics for Employees
• Basic Ethics
• Completionof Duty
• Self Development
• Fairness in Performance
• Avoidance of conflictwith company interest
5 Corporate Responsibilities to employees
26. 23
5 Corporate Responsibilities to employees
• Respectfor human dignity
• Fair Treatment
• Promoting Creativity
6 Responsibilities to societyand country
• Rational Business Development
• Protectionof stock holder interest
• Contribution to social development
• Environmental Conservation
28. 24
SAMSUNG Electronics India Pvt. Ltd., a wholly owned subsidiary of
SAMSUNG Electronics, South Korea was established in January
1997 after clearance from the Foreign Investment Promotion Board
(FIPB). SAMSUNG set up a state-of-the art manufacturing facility at
Greater Noida, near Delhi, in 1998, with an investment of Rs 500
Crores.
SAMSUNG corporate office is located at Plot no.51, Udyog
Vihar, Kasna Road, Greater Noida, India.
This facility manufactured Color Televisions, Washing
Machines, Air-Conditioners and Microwave Ovens.
''Company is setting up a chain of exclusive premium showrooms.
SAMSUNG plans to launch 60 premium Brand Shoppes by the end of
the first quarter of this year. At present, SAMSUNG has a total of 83
SAMSUNG stores across the country, of which 45 are shoppes and 38
are exclusive stores. Brand shoppes will be placed in the premium
segment and the target audience will comprise buyers interested in
premium and high end products.
SAMSUNG Brand Shoppe goes beyond the conceptof a normal
exclusive store by having a more interactive environment and
additional lifestyle orientation on display so that the customercan
actually experience the SAMSUNG products in his or her own home
settings.
SAMSUNG Electronics India Ltd (SAMSUNGEIL), consumer durables
leader with 27% market share, is planning a brand new image. To
attract inspirational and young consumers across India, company will
29. roll out a new marketing strategy. The exercise will cost the company
Rs 360 crore.
30. 25
SAMSUNG Electronics India is the fastest growing company in the
consumer electronics, home appliances, and computer peripherals
industry today.
SAMSUNG Electronics is continually providing, superior
technology products & value for money to more than 50 lakh
households in India. SAMSUNGEIL is celebrating the 11th
anniversary this year.
SAMSUNG Soft India the innovation wing of SAMSUNG Electronics
in Bangalore is SAMSUNG Electronics' largest R&D centre outside
Korea. We at SAMSUNGSI focus on niche technology areas such
as mobile application development, digital video broadcast and
biometrics software and support SAMSUNG Electronics with our
expertise. Motivated by a passion for technology, a strong work
culture and loyalty to the organization, we are determined to see
SAMSUNG becomeone of the top three brands globally.
Prominent consumer electronic company, SAMSUNG Electronics
Inc. has said that it expects the sale of its products in India to up by
15 per cent in 2008. Moon Bum Shin, managing director of
SAMSUNG Electronics India has said that the company has
earmarked 4.8 billion rupees for investment purpose in India this
year. The said money will be used to market as well as manufacture
new products.
SAMSUNG Electronics, which is originally a South Korean Company
with branch in India, informed that its sales of GSM mobile phones,
color televisions, air conditioners and other household goods in the
31. Indian market was to the tune of 95 billion rupees ($2.4 billion) in
2007. As per Shin's estimate, the sales in 2008 would be around 110
billion rupees.
In order to achieve its target, Shin said SAMSUNG Electronics will
concentrate on catering to the high-end consumermarket which will
help boostsales this year. India churns out six (6) per cent of
SAMSUNG Electronics global revenues of
$42 billion. The Indian branch of SAMSUNG exports to 40
countries
32. 26
India challenges
The challenges faced by SAMSUNG when entered in
Indian market
1. Low brand awareness about SAMSUNG in India.
2. One of the last MNCs entered in India (SAMSUNG, Panasonic
entered in 1995 in India).
3. High import duty
4. Compitition from local market players and other MNCs in
consumerdurable segment.
5. Price sensitiveness of the Indian consumer
33. 27
Objective
1. To find out the dealer satisfaction with the
consideration of Customer value.
2. To determine the role of media in marketing awareness
of existing and its latest innovative technology.
3. To identify the factor and features by which a
consumer influenced to buy the SAMSUNG
products.
4. To find out the services provided by the SAMSUNG is
appropriate or not.
34. 28
OBJECTIVE OF THE STUDY
The objective was to find out the dealer satisfaction of SAMSUNG
products, role of media in marketing awareness of
SAMSUNG products from dealers and the services they are
getting from SAMSUNG so that if any problems then can be
resolved to increase the sale.
PICTURE SHOWING THE PRODUCT OF SAMSUNG IN ONE OF THE
SHOP
36. 29
Research comprises defining and redefining problems, formulating
hypothesis or suggested solutions, collecting, organizing and
evaluating data; making deductions and reaching conclusions to
determine whether they fit the formulating hypothesis.
RESEARCH METHODS OF MY PROJECT:
DESCRIPTIVE RESEARCH:
Descriptive research includes surveys, fact-findings enquiries of
different kinds. The major purpose of this research is description
of the state of affairs, as it exists at present. The main character
of this method is that the researcher has no control over the
variables; he can only report what has happened or what is
happening. It also includes attempts by researchers to discover
causes even when they cannot control the variables. The method
of research utilized in descriptive research is survey methods of
all kinds including comparative and co relational methods.
RESEARCH METHOD: Data collection method
37. 30
TYPES OF DATA:
In my project I have classified the data into two specific types:
PRIMARY DATA
PRIMARY DATA : As it is known that primary data are
collected a fresh and for the first time, and thus happen
to be original in character. So, in order to collect this
type of data various methods are being used, such as:
OBSERVATION
QUESTIONNAIRE
INTERVIEW
SAMPLE DESIGN: The sample technique adopted is
random sampling method. Since sample is going to be
chosen from different areas so it is geographical sampling
which is predefined so as to get maximum information, which
rare true and reliable without biasness.
SAMPLING METHOD:
Random sampling
38. 31
SAMPLE SIZE:-
I have used sampling method for survey purpose. The
sample size for questionnaire is 20.
PERIOD OF STUDY:
This study is carried out for a period of 15 days. It
commenced on 21th
Ferburary 2009 and completed on 5th
March 2009.
FIELD AREA:
This research study work is carried out in MEERUT.
RESEARCH INSTRUMENT:
The research instrument for the purpose was questionnaire
and some personnel interviews of some whole sellers.
40. 33
No of years No of respondents %age of respondents
5 years 10 50%
5-10 years 6 30%
More than 10 years 4 20%
%age of dealersdealing with SAMSUNG brand
5 years
20%
5-10 years
50%
30% morethan 10 years
Interpretation: - Above graph shows that half of the dealers selling
from 5 years and rest of them more than 5 years that means they
are satisfied with company. So they are doing regularly.
Q2-Which products of SAMSUNG are most
preferable by customers?
Product No of respondents %age of
41. 34
respondents
TV 8 32%
Washing machine 4 16%
Refrigerator 5 20%
AC 2 8%
Computer 4 16%
Mobile 2 8%
%ageof salingof products
8%
TV
W.M.16% 32%
Refr
8% A.C.
20% 16%
Com uters
Mobile
Interpretation:-This chart is showing that %age of sales of TV is
32% which is more than that of others. It means the selling of TV
is more than that of other SAMSUNG products
Q3. In which seasonthe selling of products is more?
Months No of respondents %age of
respondents
Jan-March 3 15%
Apr-June 9 45%
42. 35
July-Sep 1 5%
Oct-Dec 7 35%
selling of product
15%
35% jan-mar
apr-june
july-sep
oct-dec
5% 45%
Interpretation:-This chart is showing that in the month of April to
June the sales of SAMSUNG products is very high than that of
other which is 4%.it mean it may after that in the month of
Octoberto Decemberthe sales of SAMSUNG product is also
more.
Q4.Which factors influence the consumers to purchase the SAMSUNG
products?
Factors No of respondent %age of
respondents
Quality 4 18%
Price 3 14%
44. 36
Brand image 12 54%
Services 1 5%
%age of factors influence consumer
to purchase SAMSUNG
product
quality
5% 18%
price
sales promotion
14% activities
54%
9% brand image
services
Interpretation:-Brand image is influenced mostof the people to
purchase the consumerdurable.
Q5.Opinion of the creditfacilities are provided by the company?
Level of satisfaction No of respondents %age of respondents
Very satisfied 2 10%
Somewhat satisfied 4 20%
Somewhat dissatisfied 11 55%
46. 37
%age of level of satisfaction of dealers
very satisfied
15% 10%
20% somewhat
satisfied
somewhat
55%
dissatisfied
very dissatisfied
Interpretation: - the dealers are not getting the credit facility by the
SAMSUNG which make them more dissatisfied.
Q6. Media plays an important role of making the awareness
of the product. What do you think?
Percentage No of respondents
20%-30% 1
30%-50% 4
47. 38
50%-70% 9
70%-90% 6
5%
30% 20% 20%-30%
30%-50%
50%-70%
70%-90%
45%
Interpretation:-60%to 70% of the people get aware from media.
Q7. What are the factors in media which makes the consumer more attentive
towards the new, improved and innovative products and technology?
Factors of media No of respondents %age of respondents
Television 17 59%
News paper 5 17%
Internet 2 14%
Magazine 1 3%
Hoardings 2 7%
48.
49. 39
% of respondents
3% 7% television
14% news paper
intrnet
17%
59% magazines
hoardings
Interpretation: - the factor in media which makes the consumermore
attentive towards the new, improved and innovative products and
technology is Televisionwhich plays important role in advertisement
in comparisonto others.
Q8. Are you satisfied with the promotional activities of the company?
Level of satisfaction No of %age of
respondents respondents
Very Satisfied 2 10%
Somewhat satisfied 13 65%
Somewhat dissatisfied 5 25%
Very dissatisfied 0 0%
50. 40
%of respondents
very satisfied
25% 0% 10%
somewhat
satisfied
somewhat
dissatisfied
65%
very dissatisfie d
Interpretation:-This chart is showing that most of the dealers are
somewhat satisfied with the promotional activities of the company
because the %age of somewhat satisfied is more than that of other
which is 65 % and 25% dealers are somewhat dissatisfied also.
Q9. What is your annual sale of SAMSUNG products?
Income level No. of %age of
respondents respondents
Less than 5 lac 4 20%
5 to 10 lac 9 45%
10 to 15 lac 5 25%
More than 15 lac 2 10%
51. 41
%of respondent's annual income
10% 20%
25%
>5 lac
5-10 lac
10-15 lac
<15 lac
45%
Interpretation:-By this chart we have come to know that the area
where we have done survey the %age of annual income of
dealers is more within the limit of 5 to 10 lac and after that the
%age of 10 to 15 lac takes place.
Q10. Are you satisfied with the distribution system of SAMSUNG?
Levels No. of respondents % of respondents
Satisfied 3 15%
Somewhat satisfied 12 60%
Somewhat dissatisfied 5 25%
Very dissatisfied 0 0%
52. 42
%age of respondents
25% 0% 15%
very satisfied
somewhat
satisfied
60%
somewhat
dissatisfied
very dissatisfied
Interpretation:-By this chart we have come to know that 60%of
dealers are some what satisfied with the distribution system of
SAMSUNG Company but 25% people are somewhat dissatisfied
also and only 15% dealers are satisfied with the distribution system
of company.
ResearchFindingsi.e.
Findings from the ResearchWork/Survey
One Dealer centre is closed in phase-2 due to improperdemand.
Most of the revenue generated by SAMSUNG TV in the
comparisonto its others products.
With this research we find that the awareness about the
54. 43
The role of media is very effective in making people aware
about the SAMSUNG brand specially Television plays an
important role to influence the peoples.
So we found that the products are many more with the dealers
but the demand of Television is very high as selling of TV is
much more than that of others.
After analyzing the data we find that SAMSUNG having a good
position in the market and almost taking advantages in every
area as compared to the other brands.
We also get that customers get influenced by various factors
and make their buying decision.The most influencing factor is
brand image and advertising is the second influencing factorin
buying decision.
Suggestionsand recommendations
Company should make advertisement of SAMSUNG
products aggressivelyin the way of hoardings which
increase the more visualizes customer.
Company should provide credit facility to the dealer in a
better way by which they can increase their sale
Dealers should consider the demand of people time to time so that
they come to know what people want in a particular period of time.
55. 44
SAMSUNG needs to mend and maintain its service network
and adopt a good pricing strategy.
Limitations in research
No of dealers were very less in Meerut so we had to
reduce our sample size.
Sample size could be more so that the better
results could come.
56. 45
As Meerut is a big city so we faced so many problems
during our survey.
Sometimes respondents were no willing to fill the
questionnaire or we have to wait for long time to talk
or we have to talk only with their helper boys.
CONSUMERSURVEY DURING EXHIBITION
From 21th
feb. to 09th
march a consumer exhibition was organized at
the college of Engineering ground. The exhibition was sponsored by
Sakal group in which number of companies participated.
57. 46
EXHIBITIONS PICTURES SHOWING THE PRODUCTS
CONCLUSION
Coming to home from a tiring job and then to open the wardrobe just
to bad smelling dirty clothes waiting to receive the delicacies of your
hand can easily draw tears from your eyes, but now an easy solution
available in almost all households is the presence of SAMSUNG
refrigerator.
My study found that, the dealers are somewhat satisfied with the
SAMSUNG Company but some retailers are not satisfied by the
company neither in the way of credit facility nor by the distribution
59. 47
About the SAMSUNG company I found that SAMSUNG having a
good position in the market in terms of pricing but lacking badly in
terms of its retailer satisfaction.
Customergets to know more by the television and they are
influenced to buy new products by the unique products that
are newly come to the market.
My study also found that there are various factor influencing
customerin buying decisionand the most influencing factor
is brand image and advertisement and other factors play a
secondaryrole in buying decision.
BIBLIOGRAPHY
Marketing management: By Philip Kotlar
Marketing research: text and cases
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Researchmethodology: By C.R. Kothari
Websites:--
1.http://www.SAMSUNGe.com/about/sustainability/management_system.jsp
2. http://www.SAMSUNG.net/about/history/history01.jsp
3.The code of ethics--
**
http://www.SAMSUNGinnotek.com/ethics/english/Justice/JusticeAct/SAMSUNGrule/SA
MSUNGrule_main.htm
QUESTIONNAIRE
Dear sir/madam,
We are the student of “Institute of Productivity and Management”, Meerut
conducting a survey on dealer satisfaction of SAMSUNG products as a part of our curriculum. I
assure that information are given by you will be secret.
Q1- You are dealing with the SAMSUNG brands from..
(1) 5 years (2) 5-10 years
(3) More than 10 years
Q2-How many products of SAMSUNG you sale? Please mention their names also.
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(3)…………………... (4)……………………
(5)………………….. (6)……………………
(7)…………………… (8)……………………
(9)…………………… (10)……………………
Q 3-Which products of SAMSUNG is most preferable by
customers? (Please specify
………………………………………………
Q4-In which season the selling of products is more?
(1)Jan-march (2) April-June
(3)July-sep .(4) Oct-Dec
Q5-Which factors influence the consumers to purchase the SAMSUNG products?
(1). Quality (2) Price
(3). Sales promotion activities (4) Brand image
(5). Services
Q6- Opinion on the availability of credit facilities provided by the company?
(1)Very satisfied (2) Somewhat satisfied
(3)Somewhat dissatisfied (4) Very dissatisfied
Q7-Media plays an important role of making the awareness of the product. What do
you think?
(1) 20% to 30% (2) 30% to 50%
(3) 50% to 70% (4) 70% to 90%
Q8- What are the factors in media which makes the consumer more attentive towards
the new, improved and innovative products and technology?
(1)Television (2) News paper
(3) Internet (4) Magazines
(5) Hoardings (6) specify if any……………
Q9-Are you satisfied with the promotional activities of the company?
(1) Very satisfied.
(2) Somewhat satisfied.
(3) Somewhat dissatisfied.
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Q10- Opinion of dealers on the regular supply of goods?
...............................................................................................
…………………………………………………………….
Q11- What is your annual sale of SAMSUNG products?
(1) Less than 5 Lac (2) 5Lac to 10 Lac
(3) 10 Lac to 15 Lac (4) More than 15 Lac
Q12-Are you satisfied with the distribution system of SAMSUNG?
(1) Very satisfied. (2) Somewhat satisfied
.(3) Somewhat dissatisfied. (4) Very dissatisfied.
Q13-what is your suggestion to the company for improving the performance of sales?
(1) By improving the advertisement (2) By providing the
discount
(3) By improving the quality (4) By increasing the
margin
Q14- Apart from the above options if any other suggestion you have
then please specify ….....
…………………………………………………………….........................
...........................
Name-………………………………………………
Age-………………………………………………..
Address-……………………………………………
Contact no.-………………………………………..
