0601010 market research on advertising and brand image

A
PROJECT REPORT
ON
“MARKET RESEARCH ON ADVERTISING AND BRAND
IMAGE OF CONSUMER ELECTRONIC COMPANIES AND
ITS IMPACT ON SALES OF A BRAND”
FOR
SAMSUNG INDIA ELECTRONICS PVT. LTD. PUNE.
BY
BHIDE ASHISH ANAND
Under the Guidance of
Dr. Vandana Gote
Submitted to
“University of Pune”
In partial fulfillment of the requirement for the
award of the degree of Master in Business Administration
(MBA)
Through
VISHWAKARMA INSTITUTE OF MANAGEMENT
PUNE – 4110 48

ACKNOWLEDGEMENT
My first thanks to Dr. Sharad Joshi, Director of VISHWAKARMA INSTITUTE
OF MANAGEMENT, Pune; and all those people who helped me during the training and
completion of this Project Report. The list of such people is indeed exhaustive but a few
need special mentioning.
I am thankful to Mr. Jitendra Kulkarni (Branch Manager, Samsung, Pune) for
giving me an opportunity to work in their esteemed organization.
I am grateful to Ms. R. Meenakshi (External Project Guide) and Mr. Rupesh
Belsare for their valuable advice and guidance during the preparation of this report.
I take this opportunity to extend my gratitude for co-operation; professional
guidance and useful help tips provided to me by my guide Dr. Mrs. Vandana Gote,
without whose help the project would not have been completed.
Last but not the least, I am thankful to all the dealers, respondents whom I have
interfaced during my training period.
BHIDE ASHISH ANAND

To Whomsoever It May Concern
This is to certify that Mr. Ashish A Bhide is a bonafide student of our institute. He has
successfully carried out his summer project titled, “MARKET RESEARCH ON
ADVERTISING AND BRAND IMAGE OF CONSUMER ELECTRONIC
COMPANIES AND ITS IMPACT ON SALES OF A BRAND” at Samsung India
Electronics Pvt. Ltd. This is original study of Mr. Ashish A Bhide and important sources
of data used by him have been acknowledged in his report.
The report is submitted in partial fulfillment of two years full time course of Masters in
Business Administration 2006-2008 as per the rule.
Dr. Vandana Gote. Dr. Sharad L. Joshi
(Project Guide) Director
(Vishwakarma Institute of Management)

List of Abbreviations
• FF- Frost Free
• DC-Direct cooling
• POP- Point of Purchase
• CTV- Colour Television
• GSB-Glow Sign Board
• ISB- In shop Branding

INDEX
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sankranti/pongalhttp://crackspider.net/
Title Page No.
CHAPTER 01 EXECUTIVE SUMMARY 01
CHAPTER 02 COMPANY PROFILE 04
CHAPTER 03 OBJECTIVES OF THE
STUDY
13
CHAPTER 04 RESEARCH
METHODOLOGY
15
CHAPTER 05 DATA ANALYSIS 22
CHAPTER 06
FINDINGS
49
CHAPTER 07
SUGGESTIONS
52
CHAPTER 08
LIMITATIONS
55
CHAPTER 09
BIBLIOGRAPHY
57
ANNEXURE
60

The project report Market Research on “Advertising and Brand Image of consumer
Electronic Companies and its impact on sales of a brand” is based on live experience of
work and market research. The project research was carried out in the tenure 2 months in
June and July with Samsung India Electronics Pvt Ltd under the guidance of Ms. R.
Meenakshi.
The main objective of this study was to study the advertising policies of the Consumer
Electronics brands. Also the branding policies of the various companies have also been
studied and its effect on the sales of the product has been analyzed.
The data collected during the project was both primary and secondary in nature. The
primary data was collected by direct interaction with the dealers and the costumers and
also by observation. The secondary data was collected from sources like the internet,
reference books, company magazines etc. data was also collected with the help of a
questionnaire and personal interviews.
From the analysis we can conclude that advertising and branding pal defining roles in any
company strategy. These are two essential tools that have to be used in order for the
company to excel in the sales.
The main objective of the research was to find the preference given to different brands by
the dealers and the costumers. Also the response to the various advertising strategies and
branding policies was also studied. With the help of these responses we were able to
study the brand preferences.
With the help of the questionnaire and with observation we were able to find out the
display share of Samsung in the market for various products. This display share is of
great importance. This is so because when you enter a shop if you have the maximum
display share in a shop the customer is naturally intimidated and it will tend to affect his
decision in favor of the particular product.

Hence it becomes more important to have proper branding inside as well as outside the
shop in order to gain the attention of the customer.
The promotion offers were also studied. Samsung as a company has evolved a great deal
and has risen to the No-2 position in the consumer electronics and the home appliances
market. However LG is still ahead of Samsung and there is constant competition between
different brands to reach the top spot. So the companies must be constantly alert. Also
they must revise their strategies according to the market situation. The strategies must be
dynamic in nature to adapt to the constant changing market situation.
After studying the market we come to the conclusion that there is more space for
Samsung to expand in this market. They must remain dynamic in their approach to see to
it that they gain the number 1 spot. Also more emphasis must be given to the after sales
service and to the advertising strategies.

SAMSUNG INDIA ELECTRONICS PVT.LTD:
Digital technology leader, Samsung India Electronics Pvt. Ltd., a subsidiary of the
US$55.2 billion recognized as one of the fasted growing brands.
HISTORY OF SAMSUNG:
Byung Chull Lee founded Samsung on the 1st. of March 1938; His history has been
characterized for the constant advances of the conquest of new challenges. Samsung
has been an important force in the development of the Korean people and finds itself
today as a solid base being Korea’s most important corporation. Samsung Electronics
Co., ltd is a global leader in semiconductor, telecommunication, digital media, and
convergence technologies. Employing approximately 201,000 worlds wide in 337
offices and facilities in 58 countries the company consists of five main business units.
 Digital Appliance Business
 Digital Media Business
 LCD Business
 Semiconductor Business
 Telecommunication Network Business.
The company is world’s largest producer of memory chips, TFT-LCDs, CDMA mobile
phones, monitors, and VCRs.
SAMSUNG IN INDIA:

Samsung entered in India in December 1995. Within a span of 10 yrs, Samsung India
Electronics Ltd. (SIEL) is recognized as a leader provider of high tech Consumer
Electronics and home Appliance Products in the country. IT has a market share 14.4%
in the highly competitive color TV market in India and holds the 2nd
position in Flat
Television category. It holds significant market share in the Frost-free Refrigerators
(11.5%), Washing Machines (13%).
Samsung Electronics is a leading provider of high tech Consumer Electronics, Home
Appliance, IT, and Telecom Products in the country. It’s the world’s largest producer
of color monitor TVs, memory chips and TFT-LCDs.
Samsung India has set up manufacturing facilities for Color Televisions, Washing
Machines, Refrigerators, and Microwave Ovens and Air Conditioners. All the facilities
are located at its Manufacturing Complex at Noida, Uttar Pradesh. The company set
up software Technology Park for Digital Visual Display Products at Noida in the year
2002
SIGNIFICANCE OF SAMSUNG:
Samsung signifies three stars, each of the stars means:
 To serve the nation throughout business.
 To put the Human Resource over the material resources.
 Efficient Management Activity.
SIGNIFICANCE OF SAMSUNG EMBLEM:
Samsung’s emblem pretends to project the firm’s determination to become a world
leader; its bluish color suggests stability and liability in an intimate feeling of warmth.

The elliptic shape symbolizes movement through space combining an image of
innovation and change. The partial letter S and G break out the oval to connect the
interior with the exterior, showing Samsung’s desire to become with the world together
as one.
VISION OF SAMSUNG:
Samsung India’s vision entails helping people to improve the quality of their lives by
providing them with superior quality, state-of-the-art, and technology products at right
time at the right place at the right price. But beyond its role as the purveyor of quality
products in India, Samsung seeks to contribute to the economic growth of the country
through its export commitment and large-scale production facilities generating secured
employment for thousands of Indians people. In line with Global Digital initiatives of
Parent Company, Samsung India is seeking to acquire digital leadership in India by
introducing its digital products in India
MISSION OF SAMSUNG:
Ever since it was founded in 1938, SAMSUNG has continually refined its mission
statement to respond both to change in itself and in the world: “Economic contribution
to the Nation,” “Priority to Human Resources,” “Pursuit of rationalism.”
QUICK VIEW OF SAMSUNG:
 Founded: 1938
 Chairman (since1987): Kun-hee Lee.
 Vice Chairman& CEO: Jong Yong Yun.
 Founder: Byung-Chull Lee (1910-1987)

 Headquarters: Seoul, South Korea
 Global Operations: 337 offices and facilities in 58 countries
 Number of Employees: 201,000 worldwide (129,000 in Korea)
 Number of listed companies within the group: 14
 Listed Companies are:
 Samsung Electronics Co., Ltd
 Samsung SDI Co., Ltd.
 Samsung Electro-Mechanics Co., Ltd.
 Samsung Techwin Co., Ltd.
 Samsung Heavy Industries Co., Ltd.
 Samsung Chemicals Co., Ltd.
 Samsung Fire & Marine Insurance Co., Ltd.
 Samsung Securities Co., Ltd.
 Samsung Corporation.
 Samsung Engineering Co., Ltd.
SAMSUNG A FORTUNE 500 COMPANY:
Recognized as one of the fastest growing global brands Samsung electronics is the
world’s largest producer of Color Monitor, Color TV, Memory chips. Samsung India
Electronics Ltd (SIEL), a subsidiary Samsung Electronics Company Ltd (SECL) of
South Korea, started its operation in 1995.
Samsung has number two position in Flat TV category and frost free Refrigerators.
AWARDS FOR SAMSUNG:
 Manufacturing Value Innovation awards-

Gold awards for Productivity, cost, speed at the visual display plant Nov.
2004.
 Management Innovation awards- Dec 2004.
 Samsung Quality Awards - Nov. 2004 for Color TV and Color monitor plants.
 Samsung Innovation Awards - Nov. 2004 for refrigerator pla
PRODUCT LINE
MOBILES IT PRODUCTS HOME APPLIANCES CONSUMER ELECTRONICS
>GSM >MONITORS >MICROWAVE OVEN >TV
>CDMA >HARD DISK >AIR CONDITIONER >DVD PLAYER
DRIVE >WASHING MACHINE >CAMCORDER
>CD/DVD ROM >REFRIGERATOR >AUDIO
>CD/DVD WRITER >HOME THEATRE
>LASER PRINTER > MP3 PLAYER
>& LASER BASED >DIGITAL STILL
>MULTIFUNCTION CAMERA

>PRODUCTS
>FAX
NEW TECHNOLOGY INTRODUCED BY SAMSUNG:
DIGITAL NATURAL IMAGE ENGINE (DNIe):
Presenting Samsung DNIe vision an unprecedented revolution in visual entertainment. As
the global digital technology leader, Samsung has redefined the frontiers of technology to
set a new standard. The technology helps in clarity of pictures and motion clarity.
Samsung DNIe vision has four remarkable engines: -
a. Color Engine
b. Contrast Engine
c. 3D Motion Engine
d. Detail Engine
Color Engine:
Samsung DNIe vision’s color engine analyses the color across
various parameters and achieve the right saturation of red, green and blue to give the
perfect picture. This makes it possible for Samsung DNIe vision to reproduce perfect
skin tones and white of remarkable clarity.
b. Contrast Engine:

The DNIe contrast engine automatically analyzes up to 70,000
local images within a frame leading to blacker blacks and whiter whites. This
revolutionary digital approach to achieve contrast details results in a picture rich in
contrast even in the tiniest details.
c. 3D Motion Engine:
Samsung DNIe visions innovate 3D engine, uses advanced algorithms to
eliminate noise and blurring without the slightest damage to the original signal.
This helps in crystal clear pictures with all the details.
d. Detail Engine:
Samsung DNIe vision automatically analyses the portion of the signal to
be amplified, detecting and reprocessing any noise or defect to reproduce natural
details.
ABOUT LCD AND PLASMA TV:
LCD TV & Plasma TV are two competing technology trying to achieve similar things
i.e., crystal-clear, color-filled pictures. They also come in similar packages i. e., super-
model thin cases.
Plasma technology incorporates hundreds of thousands of individual pixel cells,
which allow electric pulses to excite rare natural gases (usually xenon and neon). This
causes the pixel cells to glow, and thus produce light with proper color.

In a LCD TV, a matrix of Thin Film Transistors (TFTs) supplies voltage to liquid-
crystal-filled cells that are sandwiched between two sheets of glass. When hit with an
electric charge, the crystals untwist to an exact degree to filter white light generated by a
lamp behind the screen, thus creating the picture.
PRODUCTION SAMSUNG IMPLEMENTS SIX SIGMA PRINCIPLES:
In New Delhi 13 July 2001 Samsung India has successfully implemented Six Sigma
Principles in production at its Noida CTV Manufacturing Facility. The Project initiates
in the areas of production, Production Engineering and Quality Assurance in January
2001 has resulted in reducing the Operating Loss and Balance Loss of CTV Production
line by over 60% and reducing the defect rate of Auto Insertion Machines by over 80%
measured in ppm. . Thereby in resulting in significant reduction in production loss time,
quality improvement, and cost saving for the company. The idea was to launch Six Sigma
Campaign at the grass root level in the Company. So that the Six Sigma methodology is
used to analyze and solve the production related problems systematically and the process
variation are significantly reduced. 10 New Project in the area of Production Engineering
Quality Assurance and Purchase have been selected for Six Sigma Implementation this
month. According to Mr. Y. B. Yoo, V.P-Manufacturing, Samsung India, “We are
applying Six Sigma Methodologies to improve our existing processes and practices in
production and achieving even higher quality levels in our manufacturing processes.
Thus, for better Quality Management of our system and processes, choosing the right
Operating Mechanism and applying the right tool is the key to our success in
implementation of Six Sigma Principles. “For better understanding of Six Sigma and its
successful implementation, Samsung India had sent its key employees in Production
/Production Engineering and Quality to Samsung Malaysia for 5 month training
Programmed being organized by Samsung Electronics, Korea thought Specialists in the
field. Samsung representative from other subsidiaries like Malaysia, Indonesia, and
Vietnam also attended this Programmed. This programmed was being carried out in 5

phases of Define (problem area) Measures (Current situation and prioritize), Analyze
(Related Problems) Improve (Implementation Step and data analyze) and control
(Develop and implement control plans, confirm that solution is sustained), with training
and actual implementation being packaged together. According, each Samsung India
representative in this Programmed had identified a Specific Problem in his work area
where he/she would make Quality Improvement by reducing the defect, measured in ppm
(part per million). In addition to the Six Sigma Implementation Programme, Samsung
India has taken a challenge at its CTV manufacturing at Noida to sextuple its production
levels, that is, achieve maximum production of 4000 CTV set/day. Samsung India is
targeting production of 800000 CTVs in the year 2001 compared to 6000000 CTV
produced in year 2000. Samsung India is the first overseas Samsung subsidiary outside
of Korea to have installed a TGV Line for CTV Production. Samsung invested US$2
million towards the installation of high speed High Quality Production Line.
“Productivity improvement entails both Hardware improvements as well improving the
Skills of our Operators through Training. Thus while Hardware is being improved
through TVG Line installation, integrating machines with existing line. Machines re-
programming etc, in order to motivate operation we have introduced a ‘Star Operator
Scheme’ in our Manufacturing Facility’ state Mr. Yoo. Under this Scheme, the
Incentives/Benefits of an Operator are linked with their Job knowledge. Job rotation of
operators and development of Butterfly Operators is another activity that is being carried
out to improve productivity.

CHAPTER 3
OBJECTIVES OF PROJECT

OBJECTIVES OF THE STUDY
Survey was undertaken on the following objectives.
• To find out an image of a brand.
• To compare the advertising policies of the companies.
• To find out the impact of advertising and brand image on sales.
• To examine the reason why dealers are interested to sell a particular brand.
• To make strategy to capture the total market.
• To identify the company position in the market of consumer electronics.

CHAPTER-4
RESEARCH METHODOLOGY

METHODOLOGY
Research methodology comprises of all research activities carried in connection
with the marketing management. Marketing research, systematic analysis of the
marketing problems, model building and facts finding for the purpose of improvements in
decision making and control in the marketing of the products and services.
Research methodology may be understood as a science of studying how research
is done scientifically. To plan research project, it is necessary to anticipate all the steps
that must be undertaken if the project is to be completed successfully. These steps are
often collectively referred collectively as research process.
Research methodology states the study undertaken to complete the project. It includes
specification of:
 RESEARCH METHODOLOGY
 SOURCES OF DATA
 COMPLETION OF DATA

 SAMPLING PLAN
 RESEARCH DESIGN
A research design is simply a framework or plan for study that is used as a guide in
collecting and analyzing the data. It is a blue print that is followed in completing the
project.
The research design specifies the methods and procedures for acquiring the
information needed. It is overall operation pattern or framework of the project that
stipulates what information is to be collected from which sources and by what
procedures.
There may not be single, standard and correct method of research. There may be
different types of research design to suit different purpose of research.
There are various types of research design. They are:
o Exploratory Research
o Descriptive Research.
Depending upon the objective of research, marketing research design is selected.
According to the research objective I plan to choose exploratory research.
EXPLORATORY RESEARCH
The major emphasis of exploratory research is to extract new insight into the
problem. This research will help to know some facts about other people preferences
and choice.
It helped me in knowing the following information:

o What are the preferences of people towards purchasing the television of a
particular brand?
o How they rate a certain brand?
o How effective are the advertising activities carried out by the brands for its
sales?
SOURCES OF DATA
The next step is to gather information. There are two types of data. They are:
 PRIMARY DATA
 SECONDARY DATA
PRIMARY DATA
First of all, all the sources of primary data from various sources should be
explored and examining the possibility of their use for study.
In many cases the data may not be inadequate or unusable and therefore, may realize the
first hand information.
There are two methods by which primary data can be collected. They are:
 Observation method
 Communication method
OBSERVATION METHOD
Observation is one of the methods of collecting data. It is used to get both past and
current information. For example, instead of asking responder about their current
behavior, we may observe the result of such behavior.

The observational method is not used frequently. All the same it is used especially
in marketing experimentation.
COMMUNICATION METHOD
This method is very popular. The method is used for the project study.
Advantages:
• It helped in correcting not only factual data in terms of demographics but
also attitude and opinions.
• The recorded data is more reliable and valid.
• It is less time consuming and less expensive than observation method.
SECONDARY DATA
Any data, which has been gathered for some other purpose, is the secondary data in
the hands of research.
Advantages
• The major advantage in the use of secondary data is that it is more
economical, as the cost of collecting original data is saved.
• It saves much of the time of the researcher. This leads to prompt completion
of the project.
• Search for secondary data is helpful, not only because secondary data may be
useful but because familiarity with such data indicates the deficiencies and
gaps. As a result the primary data can be collected more specifically and
more relevant to the study.
• Finally the secondary data can be used as basis for comparison with primary
data.
COLLECTION OF DATA

Primary Data:
It involves two aspects. The techniques and tools that are used in collecting data are
as follows;
Techniques
There are two techniques of collecting primary data
 Observation
 Survey
Secondary Data
The secondary data is collected from various business newspapers and websites,
journal and various magazines. The secondary data gave me brief overview of the
current market situation, the history of the company and the sales figures of the
latest quarter.
RESEARCH INSTRUMENT
In this project most of the data and information collected are in the form of primary
data, so the references and the contacts are very useful instrument in such data
collection.
Here unstructured questionnaire was used which was not pre-decided depending
upon the certain customers and it included both open-ended and close-ended
questions.
SAMPLE PLAN
Sample plan is very much important for a research; after deciding on sample
instrument and research approach, sampling plan calls for following decision.
Sample unit

This is very important for a research to decide as to who is going to be surveyed, or
what the sample unit is. In this research different category of people, dealers were
targeted to gather correct and reliable information.
Universe
The universe of the research here were the people and dealers of Pune from
different areas.
Contact Method
The sample method used here was personal visit. This is the oldest and most
commonly used method of marketing research. Naturally it could work out more
accuracy.
Here the unstructured and indirect type of personal question method is used. The
response is then direct and limited to the question framed in the questionnaire
which researchers record simultaneously.
Sample Size
The sample size in this research was:
• 200 customers. ({100 customers < Age 40} + {100 customers > Age
100})
• 5 branch offices of 5 companies.
• 50 dealers.
Target Market:
Research is limited for Pune city including PCMC area. City of Pune is divided into 10
areas as:
1. AUNDH
2. PUNE SATARA ROAD

3. PIMPRI & CHINCHWAD
4. KHADKI
5. SINHAGAD ROAD
6. YERWADA
7. CAMP
8. KONDHWA
9. KOTHRUD
10. TILAK ROAD
CHAPTER 4
DATA ANALYSIS

Table No-1
Most Favored Brand According To Sub Dealers
1-a) Refrigerators
Most Favored Brand of Refrigerator
8
16
18
8
0
2
4
6
8
10
12
14
16
18
20
Series I
Series I 16 18 8 8
Samsung L.G Whirlpool Electrolux

Explanation: -
This table shows the preference of brand as shown by the sub dealers in
the city. The sample size for dealers is taken to be 50.
Finding: -
It was found that Samsung is at the 2nd
position as far as brand preference for
refrigerators goes. 16 out of 50 dealers say that Samsung is the most favored brand
compared to 18 out of 50 dealers preferring LG as the best brand.
1-b) Microwave Oven
Most Favored Brand of MicroWave Owen
15
9
7
19
2
4
6
8
10
12
14
16
18
20
Series I
Series I 15 9 7 19
Samsung L.G Electrolux Kenstar
Explanation: -

This table shows the preference of brand as shown by the sub dealers
in the city. The sample size for dealers is taken to be 50.
Findings: -
We find that Kenstar is the leader in this segment with Samsung following
in the second position. 15 out of 50 dealers give Samsung the first preference as a brand
of microwave.
1-c) Air-Conditioner
Most Favored Brand of Air Condition
8
16
7
6
10
5
0
2
4
6
8
10
12
14
16
18
Series I
Series I 8 16 7 6 10 5
Samsung Carrier L.G Godrej Onida Videocon
Explanation: -

In this graph we see the display share of Air conditioners in the city.
Findings: -
In Air Condition market there are many players in the market so there is
Cut Throat Competition in this particular product. Most favored brand in the eyes of Sub
Dealer is CARRIER and ONIDA because of the Quality and various other benefits given
to Sub Dealers. Rest all follows them.
1-d) Washing Machine
Most Favored Brand of Washing Machine
7
9
6
8
0
1
2
3
4
5
6
7
8
9
10
Series I
Series I 7 9 6 8
Samsung L.G Whirlpool IFB
Findings: -
In Washing Machine there are many players in the market so there is strong
Competition in this particular product. Most favored brand in the eyes of Sub Dealer is

LG and IFB because of the Quality and various other benefits given to Sub Dealers.
SAMSUNG follows at the third spot. Rest all follows them.
Table No. 02
Title: - Market display share of total Televisions of 21’’
Brand Units Percent
LG 232 21%
SAMSUNG 209 20%
ONIDA 123 11%
VIDEOCON 130 12%
SONY 156 15%
OTHERS 221 21%
TOTAL 1071 100%

21%
20%
11%12%
15%
21% LG
SAMSUNG
ONIDA
VIDEOCON
SONY
OTHERS
Source: Survey
Explanation: -
The above table represents the market display share of televisions of 21’’.
The total number of units is 1071.
Finding: -
In the market of televisions of 21’’, Samsung is at No. 2 position. LG is the
market leader in this segment. Other brands like Sony and Videocon follow.
However the data is biased to some extent, as it does not give a very accurate picture
of the market situation. We consider both flat TV as well as TV’s with concave
glasses in this research. However if we were to consider only the Flat TV’s we find
that Samsung is the market leader in this segment for 21” as well as 29”.
Thus the brand image of Samsung is the second strongest.

Table No. 03
Title: - Market display share of total Televisions of 29’’
Brand Units Percent

LG 121 23%
SAMSUNG 102 18%
ONIDA 85 16%
VIDEOCON 51 11%
SONY 89 16%
OTHERS 97 16%
TOTAL 545 100%
Explanation: -
The above table shows the market display share of the televisions of 29’’. The
total numbers of units are 545.
29''
23%
18%
16%11%
16%
16%
LG
SAMSUNG
ONIDA
VIDEOCON
SONY
OTHERS

Finding: -
From the above graph it is clear that LG is leading in the market of
televisions of 29’’. Its market share is 22% to that of Samsung’s 18%. However the data
is biased to some extent, as it does not give a very accurate picture of the market
situation. We consider both flat TV as well as TV’s with concave glasses in this research.
However if we were to consider only the Flat TV’s we find that Samsung is the market
leader in this segment for 21” as well as 29”
Table No. 04
Title: - Market display share of total LCD’s/Plasma
Brand Units Percent
LG 54 15%
SAMSUNG 91 26%
ONIDA 25 7%
VIDEOCON 44 13%
SONY 54 15%
OTHERS 83 24%
TOTAL 351 100%

Source: Survey
Explanation: -
The above table shows the market display share of the LCD’s and Plasma’s. The
total numbers of units were 351.
Finding: - From the above graph it is clear that Samsung is leading in the market of
LCD’s/ Plasma with 26% followed by LG – 15%, Sony – 15% and Videocon – 13%.
Table No. 05
Title: -Market display share of total Televisions/LCD/Plasma
Brand Units Percent
LG 449 23%
SAMSUNG 410 17%
ONIDA 237 12%
VIDEOCON 245 13%
SONY 284 15%
OTHERS 394 20%
TOTAL 1933 100%
LCD/Plasma
26%
15%
7%13%
15%
24%
LG
SAMSUNG
ONIDA
VIDEOCON
SONY
OTHERS

Source: Survey
Explanation: -
The above table shows the overall market display share of the televisions, LCD’s
and Plasma’s. The total numbers of units are 1933. There are five major players in the
market of TV/LCD/Plasma namely Samsung, LG, Sony, Videocon and Onida.
Finding: -
From the above representation it is very clear that in the market of
TV/LCD/Plasma, Samsung is enjoying No. 2 position with its display share being
17% and the market leader is LG with 23%. Videocon share is 13%, Sony with
15%, Onida 12% while the others sum up to 20%.
Thus we can analyze the brand image where LG has strongest compared to Onida
having lowest.
Overall
23%
17%
12%13%
15%
20%
LG
SAMSUNG
ONIDA
VIDEOCON
SONY
OTHERS

Table No-06
Title: - Market share of total Television/LCD/Plasma

Internet
28%
17%
9%10%
10%
26%
LG
SAMSUNG
ONIDA
VIDEOCON
SONY
OTHERS
Source: Secondary Data from the Internet
Explanation: -
As per the Internet sources these are mainly five major players of
TV/LCD/Plasma in the market in descending order as LG, Samsung, Sony, Videocon,
and Onida. Thus we can analyze the brand image from the diagram above.
Finding: -
From the above graph it is clear that Samsung is enjoying No. 2 position along
with Sony where LG is at the top. Thus the brand image of LG is the strongest. Thus the
relevance of survey can directly be compared with this data.
Table No-07
Market display share of Refrigerators

Explanation: -
This is the market display share of refrigerators in Pune. In this we consider all types of
refrigerators like FF, DC etc.
Finding: -
In terms of display of Refrigerator (FF) among various sub dealers it is found that L.G
occupies the major share and in other models Samsung occupies major share. And others
are overall equal. Display of a particular product or brand is done for two reasons
1. To push that product for sales
2. To attract customer.
Table No-08
Market display share of Microwave oven
Display Of Refrigerator of diffrent Brands
2 0 0 0 00 0 0 0
49
77
54
12
24
27
5
29
32
37
0
0
10
20
30
40
50
60
70
80
90
No.ofRefrigerator
Frost Free
Direct Cooling
Sise by Side
Bottom Freezer
Frost Free 49 77 24 12 54
Direct Cooling 37 32 29 5 27
Sise by Side 2 0 0 0 0
Bottom Freezer 0 0 0 0 0
Samsun
g
L.G
Whirlpoo
l
Electolux Other

Display Of MiroWave Oven
19
18
25
8
10
21
11
15
6
13
15
12
21
4
5
0
5
10
15
20
25
30
No.OfRefrigerator
Solo
Grilled
Convection
Solo 19 18 25 8 10
Grilled 21 11 15 6 13
Convection 15 12 21 4 5
Samsung Kenstar L.G Electrolux Other
Explanation: - This is the market display share for microwave ovens. It includes solo
ovens, grilled ovens and oven with convection technology.
Finding: -
It is found that LG is ahead of Samsung in display when it comes to Microwave (solo).
While other models of different Brand are almost at equal level for Display.
Table No-09
Market Display Share of Air Conditioners

Display of Air Conditioners
13
2
9
3
8
0 0
6
2
5
2
0
2
1
0
2
4
6
8
10
12
14
No.ofAirConditions
Split
Window
Split 13 2 9 3 8 0 0
Window 6 2 5 2 0 2 1
Samsung Carrier L.G Godrej Onida Videocon Others
Explanation:- This graph explains the market display of air conditioners(both split and
window A/C’s.
Findings: -
It is found that Samsung is ahead of LG and other brands in display when it comes to Air
conditioners. While Other Product and Brand all are almost equal.

Table No-10
Market Display Share of Washing Machines
Explanation: -This shows the display market share of semi as well as fully automatic
washing machines.
Findings: -
It is found that LG is ahead of Samsung in display when it comes to Washing Machine
(Fully Automatic). While for other model (semi automatic) Samsung is ahead.
Display Of Washing Machine
50
58
20
37
21 21 22
9
4
25
0
10
20
30
40
50
60
70
NoofWashingMachine
Fully Automatic
Semi Autimatic
Fully Automatic 50 21 58 20 37
Semi Autimatic 25 4 21 9 22
Samsung IFB L.G Whirlpool Others

Table No. 11
Title: - ADVERTISING ACTIVITIES {According to the Dealers (50)
Activities No. Of Dealers.
TV Commercials LG SAMSUNG ONIDA
VIDEOCO
N SONY
Excellent 8 6 5 3 3
Good 22 20 18 12 11
Fair 12 18 18 26 24
Poor 8 8 9 9 10
Total 50 50 50 50 50
Outdoor
Activities LG SAMSUNG ONIDA
VIDEOCO
N SONY
Excellent 15 10 7 11 9
Good 25 20 12 19 16
Fair 7 15 21 13 14
Poor 3 5 10 7 11
Total 50 50 50 50 50
Press
Ads/Magazines LG SAMSUNG ONIDA
VIDEOCO
N SONY
Excellent 12 15 2 4 8
Good 24 25 14 19 21
Fair 9 7 21 16 11
Poor 5 3 13 12 10
Total 50 50 50 50 50
Explanation: -

The following are the responses of the dealers regarding the
advertising activities carried out by the various companies. The total number of
dealers is 50. The responses regarding TV commercials, Outdoors activities, and
Press/Magazine advertisements are taken in category of excellent, good, fair, and
poor.
Finding: -
From the above chart it is clear that according to most of the dealers the
advertising activities carried out by Samsung and LG are far more positive as
compared to the other brands.
For TV commercials 30 out of 50 dealer’s response for LG is Excellent/good
compared to that of Samsung with 26 out of 50 dealers.
Similarly for outdoor activities only 30 out of 50 dealer’s response for
Samsung is positive as compared to that of LG (40 out of 50 dealers).
In terms of press/magazine advertisements the Excellent/good response of the
dealers is, 40/50 for Samsung, 36/50 for LG, 29/50 for Sony, 23/50 for Videocon, and
16/50 for Onida.
Table No- 12,13and 14
Title: - ADVERTISING ACTIVITIES {According to the
customers (200)
Table No. 12
Activities No. Of Customers
TV
commercials
LG Samsung Onida Videocon Sony

Excellent/Good 82 43 78 81 82
Fair/Poor 118 157 122 119 118
Total 200 200 200 200 200
Table No. 13
Outdoor
Activities
Excellent/Good 115 101 65 84 122
Fair/Poor 85 99 135 116 78
Total 200 200 200 200 200
Table No. 14
Press/
Magazine Ads
Excellent/Good 139 142 99 117 128
Fair/Poor 61 58 101 83 72
Total 200 200 200 200 200
Explanation: -
The following are the responses of the customers regarding the advertising
activities carried out by the various companies. The total number of customers is
200. The responses regarding TV commercials, Outdoors activities, and
Press/Magazine advertisements are taken in category of excellent/good, and
fair/poor. Table no. 07 represents responses regarding the TV commercials, table
no. 08 regarding outdoor activities and table no. 09 regarding press/magazine
advertisements.
Table No. 12

0%
20%
40%
60%
80%
100%
LGSam
sung
O
nidaVideocon
Sony
TV Commercials
Excellent/Good
TV Commercials
Fair/Poor
Table No. 13
Table No. 14
0%
10%
20%
30%
40%
50%
60%
70%
LG
Sam
sung
O
nida
Videocon
Sony
Outdoor Activities
Excellent/Good
Outdoor Activities
Fair/Poor

Finding: -
As this is the slack period of television sales most of the customers do not
come across TV commercials of various brands. However outdoor activities and
press/magazine advertisements show decent response.
Samsung and LG out cast all the other brands in almost all the activities.
Table No. 15
Title: - ADVERTISING ACTIVITIES {Based upon
Observations}
Brand Dealers Out Of 50
LG 32
SAMSUNG 31
ONIDA 10
VIDEOCON 16
SONY 13
OTHERS 9
Source: Survey
0%
20%
40%
60%
80%
LG
Sam
sung
O
nida
Videocon
Sony
Press
Ads/Magazines
Excellent/Good
Press
Ads/Magazines
Fair/Poor

32
31
10
16
13
9
0 10 20 30 40
Dealers
LG
SAMSUNG
ONIDA
VIDEOCON
SONY
OTHERS
-
Explanation:
This is how the dealers highlight a particular brand in their showrooms.
Total number of dealers is 50.
Finding: -
31 Dealers out of 50 highlight Samsung in their showrooms while 32
dealers out of 50 highlight LG in their showrooms.

Table NO-16
Factors On, which Brand is recommended by Sub dealer to
Customer.

Factors on which Brand is recomended by Sub Dealer to customers
15
12
13
0
5 5
0
2
4
6
8
10
12
14
16
Series I
Series I 15 12 13 0 5 5
Brand
Name
Pricing
After Sales
Service
High
Margin To
Sub Dealer
Schemes/
Offers
Fast
Movement
Of
Findings: -
From the graph it is seen that most of the Sub dealers prefer to sell LG followed
by Samsung. Main reason given by them for that is high quality and brand image of the
company.
Table No-17
Title: - Sale figures of TV’s for of the previous quarter. (April, May,
June)

Brand Units Percent
LG 9982 28%
SAMSUNG 10046 28%
ONIDA 4563 13%
VIDEOCON 5071 14%
SONY 6028 17%
TOTAL 35690 100%
9982 10046
4563
5071
6028
0
2000
4000
6000
8000
10000
12000
Sales
Units 9982 10046 4563 5071 6028
LG
SAMSU
NG
ONIDA
VIDEO
CON
SONY
Source: Secondary Data collected from branch offices
Explanation: -

The above table represents the sale figures of the various brands of TV’s of the
previous quarter (April, May, June). These figures are primary sale figures given by the
branch offices of each brand.
Finding: -
We can clearly make out the impact of advertising activities and brand image on
the sales. As the activities of Samsung and LG totally outcast its other competitors the
sale figures too report the same.
CHAPTER 5
FINDINGS AND CONCLUSIONS

 In the market of televisions of 21’’, Samsung is at No. 2 position giving
competition to LG.
Thus the brand image of Samsung is the Second strongest.
(With reference to Table No. 02, page no. 27)
 From the graph it is clear that LG is leading in the market of televisions of
29’’. Its market share is 22% to that of Samsung’s 18%.
 From the graph it is clear that Samsung is leading in the market of LCD’s/
Plasma with 26% followed by LG – 15%, Sony – 15% and Videocon – 13%.

 From the above representation it is very clear that in the market of
TV/LCD/Plasma, Samsung is enjoying No. 2 position with its display share
being 13% and the market leader is LG with 23%. Samsung’s share is 17%,
Sony with 15%, Onida 12% while the others sum up to 20%.
Thus we can analyze the brand image where LG has strongest compared to
Onida having lowest.
(With reference to Table No. 05, page no.32)
From the graph it is clear that Samsung is enjoying No. 2 position. LG is at
the top. Thus the brand image of LG is the strongest. Thus the relevance of
survey can directly be compared with this data.
 From the chart it is clear that according to most of the dealers the
advertising activities carried out by LG and Samsung are far more positive
as compared to the other brands.
For TV commercials 30 out of 50 dealer’s response for LG is Excellent/good
compared to that of Samsung with only 26out of 50 dealers.
Similarly for outdoor activities 30 out of 50 dealer’s response for Samsung is
positive as compared to that of LG (40 out of 5o dealers).
In terms of press/magazine advertisements the Excellent/good response of the
dealers is, 40/50 for Samsung, 36/50 for LG, 28/50 for Sony, 23/50 for
Videocon, and 13/50 for Onida.

CHAPTER 7
SUGGESTIONS
1. Samsung must pay greater attention to increase their brand image. Although
Samsung conducts Branding and advertising activities throughout the year it
is not enough. This is because LG follows a better strategy as a result they
are a more preferred brand than Samsung, however small the margin may
be.
2. The company should improve the after sales service upto the satisfaction of
the dealers and sub dealers.

3. The company should also encourage the dealers to properly explain the
promotion schemes to the customers. In most cases it happens that the
dealers are not able to put forward the offer to the customer and ends up
confusing the customer. This affects the result of the offer and in turn the
sales of the company.
4. Advertising should be done at key places where people can see it. Shops
should also be properly instructed to brand particular products.
5. The company should also see to it that advertising tools like posters, banners
are also available in the regional language along with English. This will help
the company to reach a larger number of people.
6. The company will also be benefited if they consider their pricing in some
segments like the LCD segment.
7. As the product line expands the company must distribute information
regarding the new products with the help of pamphlets, posters etc. This will
make the dealers aware of the new products. Also such new products should
also be publicly advertised so that the customers become aware of these
products.
8. Promotional schemes should be such that they will benefit both the dealer
and the customer. This will cause the dealer to take proper interest in the
promotions schemes. Schemes like display contest can be held for dealers to
encourage them.

CHAPTER-8
LIMITATIONS
• Locating the target Sub Dealers of Samsung Electronics is very time
consuming.
• Sample size is limited due to the limited period for survey.
• The location of Sub Dealers to cover the various areas of the city is tedious
and time consuming.
• Getting accurate response from the respondents due to their inherent
problem is difficult. They may be partial or refuse to cooperate.
• Respondents may not be at shop and may have to re contact or replace by
others.
• The study was limited to Pimpri-Chinchwad & Pune city only.
• As the Survey reflects only one time frame of the Business year the findings
that we get may not stand for the whole year. Hence the results are only for
the time period from May-July and do not totally reflect the annual
performance of the company.

BIBLIOGRAPHY
BIBLIOGRAPHY:
1) Marketing Management—PHILIPS KOTLER
2) Marketing Research—KOTHARI
3) SAMSUNGS’S Monthly Magazines

4) SAMSUNG Manuals
5) www.compareindia.com
6) www.samsung.com
Assessed on Wednesday 5th
sept.2007
7) www.wikipedia.org

ANNEXURE
QUESTIONNAIRE FOR CONSUMER
Date----/----/---- Product: TV/LCD/Plasma
1) Name Of The consumer: Mr./Mrs.________________________________
2) Age: ______
3) Address: _____________________________________________________
_____________________________________________
4) Which TV do you own?
a) LG g) Haier
b) Sansui h) Samsung
c) Akai i) Onida

d) Philips j) Videocon
e) BPL k) Sony
f) Toshiba l) Sharp
5) If you have to buy a TV, which brand will you prefer?
a) LG g) Haier
b) Sansui h) Samsung
c) Akai i) Onida
d) Philips j) Videocon
e) BPL k) Sony
f) Toshiba l) Sharp
6) Advertising Activities: -
A) TV commercials: -
Excellent
Good
Fair
Poor
B) Outdoor Activities: -
Excellent
Good
Fair
Poor

C) Press/ Magazine Ads: -
Excellent
Good
Fair
Poor
QUESTIONNAIRE FOR DEALER
Date----/----/---- Product: TV/ LCD/Plasma
1) Name Of The DEALER:________________________________
2) Area/ Address: _______________________________________
______________________________________
3) Observation: - Brands Highlighted
a) LG d) Videocon
b) Samsung e) Sony
c) Onida f) Others (___________)

4) Best Brand? As per Sales, Profit, Performance, Brand Image, Etc.
a) LG d) Videocon
b) Samsung e) Sony
c) Onida f) Others (___________)
5) Display Status:
TV LCD/Plasma
21’’ 29’’
LG
Samsung
Onida
Videocon
Sony
Sharp
Haier
Philips
Toshiba
BPL
Others

6) Last Month's Sale
TV LCD/Plasma
21’’ 29’’
LG
Samsung
Onida
Videocon
Sony
Sharp
Haier
Philips
Toshiba
BPL
Others
7) Current Schemes, if any, on any of the brands?
____________________________________________________
____________________________________________________
____________________________________________________
8) Do you recommend any particular brand to customers? Yes/No
Reasons: - ___________________________________________
___________________________________________
9) Advertising Activities: -
A) TV commercials: -
Excellent
Good
Fair
Poor
B) Outdoor Activities: -

Excellent
Good
Fair
Poor
C) Press/ Magazine Ads: -
Excellent
Good
Fair
Poor
10) Display
a) Refrigerator
Frost-Free Direct
Cooling
Side by Side Bottom Freezer
Samsung
LG
Whirlpool
Electrolux
Others
b) Microwave Ovens

Solo Grilled Convection
Samsung
Kenstar
LG
Electrolux
Others
c) Air Conditioner
Spilt Window
Samsung
Carrier
LG
Godrej
Onida
Videocon
Others
d) Washing Machine:
Fully Automatic Semi Automatic
Samsung
IFB
LG
Whirlpool
Others
11) Most favored brand (rank wise)
Refrigerator Microwaves Washing
Machines
Air
Conditions
Samsung
Carrier # # #
LG

Godrej # #
Onida # # #
Videocon # # #
Whirlpool # #
Electrolux # #
Kenstar # # #
IFB # # #
12) Satisfaction with the schemes and offers (rank wise)
Samsung
Carrier
LG
Godrej
Onida
Videocon
Whirlpool
Electrolux
Kenstar
IFB
13) What do you look for? (Rank 1-5)
Schemes
Credit
Service
Customer Pull
Promotional Support
14) Which under listed offer is liked by most of the customers (Rank1-6)
Cash Coupon
Holiday Trip
Scratch Coupon

Free Gifts
Special offers
Exchange offers
15) Which is the most demanded brand by the customer? (Rank)
Refrigerator Microwaves Washing
Machines
Air Conditions
Samsung
Carrier # # #
LG
Godrej # # #
Onida # # #
Videocon # # #
Whirlpool # #
Electrolux # #
Kenstar # # #
IFB # # #
16) Which factor Sub Dealer recommends brand to customer. (Rank 1-6)
Brand name
Pricing
After sale service
High margin to Sub Dealers
Schemes/offers
Fast movement of products
17) Main factors a consumer considers while buying product (Rank 1-8)
Pricing
Brand name
Quality
Design Style
After Sale service
0 % finance
Any other

BRANDING BY SAMSUNG IN PUNE
LCD Branding-GSB outside Radhika, Nigdi

CTV POP Placement at various Counters of Pune City – Rajkamal, Satara Road
(Sub – Dealer)

Promotional Scheme by Samsung for semi automatic washing machine.

PROMOTIONAL SCHEME BY SAMSUNG FOR SAMSUNG 21” FLAT TV

0601010 market research on advertising and brand image

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