CONTENTS

1. Acknowledgement

2. Student declaration

3. Introduction

4. Industry profile

a. Trade profile

b. Organisation structure

c. Product profile

d. Business strategies

5. Scope of study

6. Research methodology

7. Data analysis

8. Interpretation

9. Limitations

10.Suggestions

11.Conclusions

12.Questionnaire

13.Bibliography

1
 ACKNOWLEDGEMENT
I wish to acknowledge with profound gratitude for painstaking guidance

received from my guide Mr. Devesh Kuswaha (Area sales manager,

Samsung India Pvt. Ltd.) and Mr. Vikash Chaudhary (Territory Manager)

who not only encouraged me through this venture but also took great pains

in going through the manuscript carefully and made numerous valuable

suggestions and corrections which have greatly improve the quality of this

text. Without his valuable guidance and constant encouragement, this would

not have seen the light of day.

I must, however, especially acknowledgement by indebtedness to Mr. J.C

Pant Mr. Gaurav Kaushik , Dr. Abhishek Maheshwari & Mr. A.K.

Gupta who have been source of continuous guidance and inspiration to me.

My sincere thanks towards.

I am extremely gratified to Dr. Abhishek Maheshwari, Faculty of

Management , VS .DEWAN, Meerut , who was extremely helpful in

offering his professional expertise and bestowing me practical knowledge in

all spheres related to the whole organization working.

2
I find the paucity of words to thanks and express my respect for my parents

who supplied me uninterrupted help and gave a comfortable environment to

complete my project.

Last but not least I would also like to thank my respondents who very kindly

gave there valuable time for providing the relevant information.

(Mohd. Farman )

MBA – IV SEM

3
 STUDENT DECLARATION

I am Mohd. Farman student MBA- IV SEM here by declared that the research

report entitled ‘BRAND IMAGE OF SAMSUNG AC in Saharanpur Region” is

completed and submitted under the guidance of Dr. Abhishek Maheshwari,

Faculty of Management , VS .DEWAN, Meerut is my original work.

The imperial finding in this report is based on the data collected by me. I have

submitted this Research report to U.P. Technical University, Lucknow , or not

any other University for the purpose of compliance of any requirement of any

examination or degree.

PLACE: MOHD. FARMAN

M.B.A. IVth Sem.

Roll No. - 0831170022

4
 INTRODUCTION

Brand is essentially a sellers promise to consistently deliver a specific set of

feature, benefits and services to the buyers. The best brands convey a

warranty of quality. But a brand is even a more complex symbol. A brand is

a name, term sign, symbol or design or a combination of them, intended to

identify the good or services of one seller or group of sellers and to

differentiate them from those of competitors. In essence a brand identifies

the seller or maker. It can be a name, trademark logo or others symbol under

trademark law. The seller is granted exclusive rights to the use of the brand

name in perpetuity.

5
 HISTORY OF SAMSUNG INDIA

Unlike other electronic companies Samsung origins were not involving

electronics but other products.

In 1938 the Samsung's founder Byung-Chull Lee set up a trade export

Industry in Korea, selling fish, vegetables, and fruit to China. Within a

decade Samusng had flour mills and confectionary machines and became a

co-operation in 1951. Humble beginnings.

From 1958 onwards Samsung began to expand into other industries such as

financial, media, chemicals and ship building throughout the 1970's. In

1969, Samsung Electronics was established producing what Samsung is

most famous for, Televisions, Mobile Phones (throughout 90's), Radio's,

Computer components and other electronics devices.

1987 founder and chairman, Byung-Chull Lee passed away and Kun-Hee

Lee took over as chairman. In the 1990's Samsung began to expand globally

building factories in the US, Britain, Germany, Thailand, Mexico, Spain and

China until 1997.

6
In 1997 nearly all Korean businesses shrunk in size and Samsung was no

exception. They sold businesses to relieve debt and cut employees down

lowering personnel by 50,000. But thanks to the electronic industry they

managed to curb this and continue to grow.

The history of Samsung and mobile phones stretches back to over 10 years.

In 1993 Samsung developed the 'lightest' mobile phone of its era. The SCH-

800 and it was available on CDMA networks.

Then they developed smart phones and a phone combined mp3 player

towards the end of the 20th century. To this date Samsung are dedicated to

the 3G industry. Making video,camera phones at a speed to keep up with

consumer demand. Samsung has made steady growth in the mobile industry

and are currently second but competitor Nokia is ahead with more than

100% increase in shares.

7
 INDUSTRY PROFILE

Samsung India Electronics Private Limited (SIEL) is the Indian subsidiary

of the US $55.2 billion Samsung Electronics Corporation (SEC)

headquartered in Seoul, Korea. It is the hub of Samsung’s South West Asia

Regional Operations, and looks after its business in Nepal, Bangladesh,

Maldives & Bhutan besides India. SIEL commenced operations in India in

December, 1995. Initially, a player only in the Colour Televisions segment,

it later diversified into colour monitors (1999) and refrigerators (2003).

Today, it is recognized as one of the fastest growing brands in the sphere of

digital technology, and enjoys a sales turnover of over $ US 1 billion in a

just a decade of operations in India.

Samsung in India has a presence in the following areas of business:

 Consumer Electronics (CE)/Audio Visual (AV) Business

 Home Appliances (HA) Business

 Information Technology (IT) Business

Its operations are broadly divided into the following key sub-functions:

 Sales & Marketing

 Manufacturing

8
  Software Centre Operations

THE SALES & MARKETING FUNCTION

Headquartered in New Delhi, Samsung India has a network of 19 branches

and 16 Area Sales Offices (ASOs) located all over the country, and the

number is expected to grow, as the organization continues to expand its

horizons.

The Sales & Marketing function at Samsung is primarily divided into two

categories:

 Sales & Marketing (IT)

 Sales & Marketing (AV/HA)

Apart from sales to households through its robust distribution channel, SIEL

also has a huge clientele in the Institutional Sales space. Therefore, there is a

separate department devoted completely to this function. It is the VMB

(Vertical Market Business) department that is responsible for making sales

to institutions such as airports, hotels, banks, movie theatres, etc.

Corporate Marketing is aimed at strengthening Samsung as a brand among

the dealers, distributors, and end customers. Hence, the activities covered

under this function include formulating and announcing promotional

9
schemes for both the trade partners as well as the end customers. Moreover,

it also plays an instrumental role in ensuring brand visibility through

corporate sponsorships, and planning, managing and organizing various

events and product launches.

Another function of the sales & marketing function at SIEL is public

relations, also known as corporate communications. Here, the scope of

activities includes maintaining liaison with the media, organizing corporate

social responsibility initiatives, website management, corporate literature,

etc.

THE MANUFACTURING FUNCTION

SIEL has its manufacturing facility at Noida, U.P. This is the state-of-the-art,

high-tech facility for manufacturing Color Televisions, Color Monitors, and

Washing Machines & Refrigerators. This manufacturing unit consists of

sophisticated facilities with latest Auto Insertion Machines, Auto PCB

Tester, High Efficiency Module Conveyor, and all modern machines geared

up for High Speed, High Volume & Very High Quality Production.

We firmly believe that continuous innovation is the key to making path-

10
breaking improvements in our products & processes and achieve

productivity goals beyond imagination. Samsung uses many tools for

innovation such as “Reduced 7 Type of Wastage & SixSigma”. Our

commitment to grow through continuous innovation has helped us improve

our productivity by 200% in the last 5 years.

Samsung India is also instrumental in carrying out Hardware Research &

Development at its Noida R&D Centre. The focus of the R&D Centre is to

customize both Consumer Electronics and Home Appliances’ products to

better meet the needs of the Indian customer. From color televisions

designed for higher sound output, to washing machines with special “Sari

Wash Course”, DNIe vision series of Flat CTVs especially designed for the

Indian market to Samsung mobiles with regional languages menus, the

Samsung R&D Centre in India is helping the Industry to continuously

innovate and introduce products customized for the Indian market.

To fulfill this procession, the management course has the provision for

practical training programme called the Summer Project.

I hereby present the Research on Air Conditioners. This Research was the

Branding Exercise for Samsung Ltd. It was undertaken to know the position

of Samsung among all the other brands available in the market through

11
Retailers. Importance of this Research can be estimated from the time of the

year, when it was undertaken. This Research was done at the time when the

season for air conditioners is at its peak i.e. between May & July. This was

the time when all the competitors were trying their best to gain customers for

their Industry by making many tactical man oeuvres whether in the form of

price reduction or free gifts and many other forms of promotional

techniques. The study was a little more exploratory because the industry

which was majorly dominated by players like Carrier and Samsung, now

has been taken over by the new MNCs like LG, HITACHI, Blue Star,

Whirlpool, etc. in the last few years. This Research was a great learning

experience for me since it gave me an opportunity to witness and be a part of

the real competition that is being faced by the AC industry today.

This Research means to serve information and recommendations to the

marketing and sales department of Samsung CABD division. I hope my

study proves to be a source of help to the concerned department and can help

the Industry to firm its position among its competitors in the market.

Samsung is India's largest airconditioning and commercial refrigeration

Industry and the most preferred.

12
With six decades of experience in providing expert cooling solutions,

Samsung has been associated with the most prestigious corporate and

commercial installations in the country.

Samsung is a recognised corporate player in this business having technology

tie-ups with Kolpak, USA for PUF panels and Heatcraft, USA for

refrigeration units.

Samsung manufactures, builds and installs custom-designed Pre-fabricated

Cold Rooms. The world class Poly Urethane Foam Sandwich (PUF) panels

are manufactured at our certified plant at Thane with technology from

Kolpak, USA. World-class refrigeration units are manufactured in technical

collaboration with Heatcraft, USA, to support a continuous Cold Chain for

the food processing, floriculture, sericulture, pharmaceutical, hospitality and

many more applications.

The Samsung Engineer can help you select the most appropriate cold room

for your need by working on a special software which helps him to do the

heat load calculation in a scientific way on the basis of basic information

like the type of application, product to be stored, the relative humidity and

temperature required, the number of door openings and ambient temperature

etc. He can offer you’re a customized solution most appropriate for your

needs. Samsung also provides expertise for controlled atmosphere storages

13
and thermal engineering systems. It undertakes warranty and post warranty

service of the cold room installed at its customer’s facility.

THE SOFTWARE R&D CENTRE

SIEL Software R&D Center was set up in September 2002 as a Software R

& D Center in Noida, U.P. SIEL Software Center is involved in the business

of developing embedded and desktop software for Samsung Electronics

Corporation in a variety of areas related to Analog and Digital TV, Monitors

and other Multimedia technologies.

SIEL Software Center has successfully completed more than two hundred

projects in collaboration with Samsung Headquarters Visual Display and

Digital Media divisions (Korea). SIEL Software Center engineers

continuously strive to improve the performance and introduce innovative

features to make the end products more efficient and user friendly. We

design and implement some of the critical components for products such as

next generation CRT and Projection TVs, Plasma and LCD TVs, DLP TVs,

Digital TV Set Top Boxes, DVD Players, MP3/Video players, PDAs, 2D/3D

Graphics Engines, Camcorders, Multimedia applications etc., and believe in

following optimized and stringent quality processes to build these world

leading products. SIEL Software Center plans to be certified at SPICE Level

3 by 2007 and CMMI Level 4 by 2006.

14
Samsung Electronics brings a very enriching entertainment experience to the

consumers worldwide through its cutting edge technologies. We aim to

revolutionize the way and break the barriers to ride on the frontiers of

technology to provide superior quality products to Samsung's customers.

Our Engineers continuously strive to improve the performance and introduce

innovative features to make these products very user friendly. We follow

optimized and stringent quality processes to build these world leading

products.

For SIEL Software Center to continue to remain a strategic and key R&D

Center of Samsung Electronics, it is important that every employee of SIEL

Software Center contributes his/her fullest potential and capabilities. SIEL

Software Center is always looking for dynamic individuals who are driven

by ambition, youth, vibrancy and challenge.

15
 SAMSUNG ELECTRONICS

Samsung electronics entered India with a stake of $ 5 million in the India

subsidiary Samsung India electronics Ltd., in which it holds a 51 per cent

controlling share. The product portfolio of Samsung Electrons ranges from

Multimedia products, home Electronics and telecommunication product

systems.

In India the Industry has established a leadership position in the product

categories in Home Electronics 440 watts Mixer Grinder CD based systems,

washing machines, microwave over and VCD’s. In 2006 it had a market

share of 8%. The Industry has a manufacturing facility for home appliance

at the Noida complex. This facility has a production capacity of 50,000 units

each for refrigerator and washing machines.

Samsung India is the hub for Samsung’s South West Asia Regional

operations. The South West Asia Regional Headquarters looks after the

Samsung business in Nepal, Sri Lanka, Bangladesh, Maldives and Bhutan

besides India. Samsung India which commenced its operations in India in

December 1995, today enjoys a sales turnover of over US$ 1Bn in just a

decade of operations in the country.

16
Headquartered in New Delhi, Samsung India has a network of 19 Branch

Offices located all over the country. The Samsung manufacturing complex

housing manufacturing facilities for Colour Televisions, Colour Monitors,

Refrigerators and Washing Machines is located at Noida, near Delhi.

Samsung ‘Made in India’ products like Colour Televisions, Colour Monitors

and Refrigerators are being exported to Middle East, CIS and SAARC

countries from its Noida manufacturing complex.

Samsung India currently employs over 1600 employees, with around 18% of

its employees working in Research & Development.

VISION & MISSION

Ever since its inception in1938, Samsung has continually refined its Mission

statement to respond to changes both in the world, and in itself. Whether it

was “Economic Contribution to the Nation”, “Priority to Human

Resources”, or “Pursuit of Rationalism”, each slogan had the quality of

representing the most significant moments in Samsung’s history. Each of

them represented a different stage of Samsung’s growth from a domestic

industrial leader to a global electronics powerhouse.

17
Samsung Electronics, the flagship Industry of the Samsung Group currently

positioned as a high technology leader, has the following as its Vision and

Mission.

There are two parts of being a "Digital-ε Industry ", and the first is clearly

about being "Digital" producing not just digital products, but products that

inspire digital integration across our entire Industry . The second part of

being a "ε" is to use ε- Processes connecting R&D, production, and

marketing to customers, partners, and the market-disciplined approach is the

way we bring value to every part of our supply chain, including products

data to and customer relationship through Enterprise Resource Planning

(ERP).

18
Samsung Electronics Global Mission & Vision would be achieved through

nine action values:

 Continuous Innovation

 Creativity

 Challenge

 Strategic Focus

 Speed

 Simplicity

 Empowerment

 Crisis Awareness

 Customer Focus

19
RESEARCH AND DEVELOPMENT:

The Industry ’s thrust on Product Innovation and R&D have given the

Industry a competitive edge in the marketplace. Samsung has set up

Samsung India Software Centre (SISC) and Samsung India Software

operations unit (SISO) for software development at Noida and Bangalore

respectively. While the Samsung India Software Centre in developing

software solutions in Samsung’s global software requirements for hi-end

television like Plasma and LCD TVs, SISO is working on major projects for

Samsung Electronics in the area of telecom: wireless terminals and

infrastructure, Networking, SoC (System on Chip) Digital Printing and other

multimedia/digital media as well as application software. In addition to

working on global R&D projects, SISO is also helping Samung India’s

CDMA business by focusing on product customization for the Indian

market. While the Samsung India R&D Centre has around 300 employees,

SISO currently employs over 800 highly skilled professionals.

With an investment of over USD 100 million, SISO is charting out major

growth plans in the country, with its current focus being in the 4G &

Multimedia area. SISO has already applied for 145 patents based on the

software development carried out here in India. In fact, SISO has a special

Intellectual Property Team working on securing Patents for its breakthrough

20
projects. SISO plans to continue its focus on Multimedia & Protocol

development; build a strong competency in technology and focus on

WCDMA technology and User Interface.

Samsung India is also carrying out Hardware R&D at its Noida R&D

Centre. The focus of the R&D Centre is to customize both Consumer

Electronics and Home Appliance products to better meet the needs of Indian

consumers. From colour televisions designed for higher sound output, to

washing machines with special ‘Saree Wash Course’, DNIe vision series of

Flat CTVs especially designed for the Indian market to Samsung mobiles

with regional language menus, the Samsung R&D Centres in India are

helping the Industry to continuously innovate and introduce products

customized for the Indian market.

GLOBALLY RECOGNIZED POWER BRAND

Samsungs Electronics strong performance both in terms of financial results

and product design has been recognized by various industry awards and

rankings. It has been recognized as ‘The fastest Growing Global’ brand, by

Business Week/Interbrand and is ranked amongst the top technology leaders

21
in the world. Samsung enjoys a brand equity of US$12.5 Bn and is ranked

21 st in the list of top 100 global brands.

INTERNATIONAL AWARDS

Samsung’s focus on design excellence has led to many of its products

winning global recognition. Samsung has won a total of 33 awards at top

design contests in the US, Europe and Asia. From coveted awards like IDEA

to iF design and Innovation 2006, various Samsung products like Plasma

Television and TFT-LCD Monitors have been awarded & recognized for

their design quality and performance.

EXCELLENT WORK CULTURE

The work culture at Samsung is based on the fundamental belief that

employees are its most important asset. Respect and genuine concern for

each employee in the organization is the basic principle on which the

organization functions. We believe that by giving mutual respect,

recognition, trust, open communication, transparency and opportunities for

growth, employees will perform to their fullest potential and will be sincere,

dedicated and committed to their jobs.

22
SAMSUNG India also strives to increase not only the efficiency of

operations, but also the overall quality of our work environment and our

contribution to society as a whole.

At Samsung India we are trying to harness the potential of employees to the

fullest extent so that they become Super Excellent Employees and give

Superlative Performance.

JOBS AVAILABLE

1. Sales & Marketing

2. Manufacturing

3. Software

4. Support

23
RETAINING CUSTOMER

Samsung considers 'After Sales Service' as a key differentiator for Samsung

products. In order to deliver prompt and easily accessible service, Samsung

India has set up a widespread network of Industry owned as well as

Authorized Service Centers to service its customers. The Samsung Service

Plazas, as the Industry owned Service Centres are called, are a first in the

industry.

The Samsung Service Plazas serve as a one-stop shop for Samsung’s walk in

customers. Customers also get a chance to see the Samsung range of

products and interact with Samsung product specialists to know more about

the Industry ’s products and services. Samsung is also increasing, the

number ‘Samsung Prestige Service Plazas’ in smaller cities like Ludhiana &

Coimbatore to reach out to its customers.

To satisfy the needs of its Home Appliance customers, Samsung has set up

state-of-the-art Home Appliance Service Centres in 19 cities that are

equipped with latest testing and measuring equipments for servicing only

Home Appliance products.

‘Speed, Smile, Sure’ is the motto for Samsung Service, as the Industry

seeks to satisfy more and more of its customers with prompt and accurate

24
service. The Industry adheres to a turnaround time of 24 hours within the

city where the Samsung Service Centre is located. A Service Helpline

number 30308282 gives access to Samsung Service throughout the country.

Samsung India organises a Free Service Camp on an All India basis, every

year, for proactively reaching out to customers and servicing their Samsung

products.

‘10 second to loose a customer, 10 years to gain them back’ forms the

guiding principle for Samsung Service Team as it strives to satisfy the

growing expectations of Indian customers.

MANUFACTURING

Samsung’s state of the art highly automated manufacturing facilities are

located at the Industry ’s sprawling Noida Complex. Enjoying the Number 1

position amongst all Samsung subsidiaries in terms of productivity and

having been ranked as the subsidiary with the ‘Best Quality System’,

Samsung India prides itself for its Manufacturing Value Innovation.

The manufacturing capacities of the Samsung products manufactured in

India (as of Year 2006) are :

25
 PRODUCT CAPACITY DETAILS

CTV 1.5 million Curved & Flat TVs

Colour 1.5 million CRT & TFT LCD Monitor

Monitor

Refrigerator 0.6 million Frost-free and Conventional

Refrigerators

Washing 0.5 million Fully Automatic and Semi

Machine Automatic

AC 0.4 million Window and Split ACs

Samsung India is working with and contributing to the development of the

domestic component industry in the country. The Industry is working with

its partners to improve their product quality and processes. Thus, Samsung

vendors are sent to different Samsung subsidiaries to meet the Samsung

overseas vendors in order to benchmark their own processes. Samsung is

also training its vendors on eco-partnership so that the components

manufactured by them are ‘eco friendly’ as per ROHS norms.

Samsung products manufactured in India currently enjoy an average

localization level of over 50%.

AWARDS
26
 Manufacturing Value Innovation – Gold Award for Productivity,

Cost, Speed at the Visual Display Plant – November 2006.

 Management Innovation Award – December 2006

 Samsung Quality Award – November 2006 for Colour Television &

Colour Monitor Plants

 Samsung Innovation Award – November 2006 for Refrigerator

Plant.

27
NON-DUCTED ACS, THE GROWTH DRIVER

The demand for non-ducted products grew steadily in the latter half of the

1990s. The demand for mini-splits has grown at a higher rate compared to

window ACs because of the lower base. The demand switch from mid-sized

ducted products, such as packaged ACs or ducted splits, to mini-splits is also

one of the reasons for the larger growth rates in the latter segment.

Another major reason for the growth in demand was the increased attention

this product category has attracted in the recent past. Prices of air-

conditioners dropped sharply in the past few years because of competition.

Most established players upgraded their manufacturing facilities, while fresh

capacities were created by companies such as Matsushita (National brand).

The marketing and advertisement spend by companies has also been on the

rise.

With such investments flowing into building both the product and the brand,

the expansion of the market was inevitable. As seen with other consumer

durables, in the initial years of increased intensity of competition, more cash

gets invested by both existing and new players. This leads to a drop in

prices, fuelling demand and the result is a much larger market.

28
And the non-ducted segment has attracted a lot of players in the last few

years. The latent long-term demand potential from Indian households has led

to a number of multinational companies making a beeline to set up base in

the country.

Major players in this product category are Carrier Aircon, Samsung and

Samsung . Brands such as Hitachi, Videocon and Godrej also have a

sizeable presence. Among the recent entrants, the Korean brands such as

Samsung and LG have been able to make an immediate impact. Other

brands that have positioned themselves for a share in this fast-growing

market are National, Fuji General and Daikin. On a much smaller scale,

Whirlpool and Electrolux have entered the market to cater to household

demand.

Initially, the entry of new players did have an adverse impact on the

established players -- especially Samsung and Carrier Aircon. The reduced

sales of window ACs by Carrier Aircon and Samsung in 1999-2000

compared to 1998-99 is testimony to the adverse impact caused by the entry

of the new brands, especially Samsung and LG.

However, since the beginning of 2000-01, it does appear that the established

players -- Carrier Aircon and Samsung -- have started to hit back. They may

29
have even picked up some of the market shares they lost in the earlier

period. Again, initially, margins of established companies suffered as larger

outlays in selling and distribution failed to translate into superior sales

growth. The trend now appears to have been reversed.

TRADE PROFILE

Some Features of the AC Industry

 The Rs30bn strong air-conditioner market has recorded an impressive

demand growth rate of 19% (compounded) between 1991 and 2001.

 The Rs12bn Central AC (CAC) market has had a rough patch in the

last two years. Being dependent on user industries, it is highly

susceptible to industrial growth cycles.

 The present penetration level in India for air-conditioners is a

miniscule 1-2%. This figure compares unfavorably to countries like

the USA (35%) and Singapore (30%).

 Demand for room air-conditioners is fairly price sensitive. For

demand from households to spurt, prices have to come down

significantly.

 A sustained GDP growth of over 7%, increased government spending

and industrial activity, cheaper consumer credit etc. will drive the

demand for AC products.

30
The Indian air conditioner (AC) market witnessed a growth of 15 percent in

2003, with sales estimated at 980,000 units. This growth was below industry

expectations. The transporters’ strike in April 2003 hampered AC sales in

the peak period, affecting the availability of the product in the market.

Later, the delayed summer in many parts of the country coupled with

unseasonable rains significantly affected AC sales. Sales were also

hampered by uncertainty in the market over the implementation of value-

added tax (VAT) and the shortage of rotary compressors in the second

quarter of 2006. However, the 2007 season has started well and

manufactures expect 20 percent growth this year.

INDIAN AIR CONDITIONER MARKET SALES -2006

40 36
35
30
% SHARE

25
20 18 20
15 11 15 17
10 8.6
5
0
s I n l
LG lta I ER ng C
H
co oo
Vo R
R su I T A
eo irl
p
A m H d h
C Sa Vi W

31
(Total 19, 0800 Units)

The growing demand for split ACs is one of the significant trends in the

Indian AC market. The split AC segment accounts for 70 to 80 percent of

the worldwide AC market and this trend is fast catching up in India as well.

The split AC segment is expected to contribute 30 percent to total AC sales

in India in 2006. Compared to the growth in Split As, the demand for

window ACs is growing at a slower pace; but as a whole, the segment

continues to dominate the overall AC market in India.

In the window AC segment, the household AC category comprises 66

percent of total sales, while the commercial AC category accounts for the

balance 34 percent. In the split AC Segment, the commercial AC category

comprises 62 percent of total sales while the balance 38 percent is with the

household AC category.

The Indian AC market is shifting towards rotary compressors,, which

account for 50 percent of the total market at present. Rotary compressors

are not manufactured in India and are imported from countries like China,

Korea, Japan, Thailand, and Malaysia. Hitachi, Matsushita, Mitsubishi,

Toshiba, and Sanyo are the major suppliers of rotary compressors in the

world. Kirloskar Copeland and Tecumseh are the leading manufactures of

reciprocator compressors in India. Kirloskar’s sale of AC compressors in

32
2006 is estimated at 250,000 units, while Tecumseh has sold approximately

200,000 units.

The share of the unorganized segment in the AC market has come down

sharply in the last couple of years, and today this segment accounts for only

8 to 10 percent of the Indian Ac market. The price difference between

branded and unbranded Acs has narrowed down and with branded players

providing good after sale service and support, the consumer prefers to buy

branded ACs.

The larger states like Maharashtra, Delhi, Punjab, Tamil Nadu, West Bengal,

Uttar Pradesh, Gujarat, and Andhra Pradesh account for the majority of AC

sales. Moreover, smaller states like Bihar, Jharkhand, and Orissa are also

witnessing growth in sale of ACs.

With the start of the summer season, manufactures are now in the process of

launching new models that will be supported by aggressive media

campaigns. LG has launched a high-end Whisen of ACs, which comes with

attractive features such as Inlet that allows customers to operate their ACs

from anywhere with a pre-programmed telephone number with specific

orders to initiate different functions. The Industry projects its USP as

American quality at Chinese prices, backed by world-class service.

Samsung has launched is Hurricane series of window ACs in 1.5T capacity,

33
which comes with Silver Nano technology. These ACs have a three- stage

filter with special coating of sliver on the last stage.

The Industry is also launching its new G series of split ACs in 1.5T and

2.0T capacities. Hitachi has also launched its new split AC range called

Atom that comes with Lambda and Power Saving technology. The

technology helps provide an efficient, powerful, and economical

performance in varied Indian climatic conditions.

34
 ORGANIZATION STRUCTURE

Branch manager – Mr. Sanjay Gupta

Area sales manager – Mr. Devesh Kushwaha

Territory manager – Mr. Vikash Chaudhary

35
 PRODUCT PROFILE

A heat pump air conditioner that is both efficient and unobtrusive

Window Type

Create the most comfortable and pleasant environment with a Samsung

Electronics Window-Type air conditioner.

Split Type

Components Modeled with an Antibacterial Formula - A world renowned

testing organization, AMDEL of Australia, conducted tests by injecting and

culturing bacteria in air conditioning Bio components. SAMSUNG Air

Conditioners antibiotic Bio components proved to suppress ...

36
Samsung air conditioners ensure cleaner cooling than any other air

onditioners. The components used in our air conditioners have been treated

with our unique anti-bacteria formula. This prevents the growth of fungi and

bacteria within the unit, thereby keeping the unit clean and preventing

odours.

SC12ZS4

SC18ZS0A

37
SC24ZS6A SH18ZS0A

38
Here you can find information about our previous Airconditioners.

WINDOW TYPE

Samsung Electronics' cooling only / heat pump room air conditioners make

your life more comfortable! They have one touch air filters as well as

Biotech treated components to ensure clean, healthy and odourless air to

your living space.

39
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46
 BUSINESS STRATEGIES

According to Philip Kotler, the greatest marketing guru ever, “It is more

important to do what is strategically right than what is immediately

profitable”. Every business must design a strategy for achieving its goals.

Mentioned below are 10 best ways that help multiply the Industry ’s

revenues and profits. They have been proposed by marketing gurus after

their successful implementation in the corporate business. They call them

their’ Business Multipliers’. They are discussed below in detail:

 Test All of Your Marketing

 Run Only Direct Response Advertising

 Develop a Powerful USP and Use it in All of Your Marketing

 Create a Profitable and Systematic Back-End

 Always Determine and Address the Real Needs of Your Customers

and Prospects; Always

 Recognize that You Have to Educate Your Way out of Business

Problems …..You Can't Just Cut the Price

 Make Doing Business with Your Industry Easy, Appealing and Fun

 Always Tell Your Customers the Reasons Why

47
  Don't Stop Marketing Campaigns that are Still Working Just Because

You're Tired of Them

 When You Prepare any Form of Marketing, Focus on the Intended

Prospect and No One Else

BUSINESS MULTIPLIER ONE

“Test All of Your Marketing”

The purpose of testing is to demand maximum performance from every

marketing effort. If each of your field salespeople averages 15 calls a day,

doesn't it make sense to find the one sales pitch or package that lets them

close twice as many sales and increases their average order by 40% - 100%

with the same amount of effort? You can easily achieve immediate increases

in sales and profits merely by testing.

Tomorrow, have your salesmen try different pitches, different hot-button

focuses, different packages, different specially priced offers, different bumps

or upgrades, different follow-up offers, etc. Each day review the specific

performance of each test approach, then analyze the data. If a specific new

twist on your basic sales approach out-closes the old approach by 25-50%,

doesn't it make sense for every salesman to start using this new approach?
48
Test every sales variable. Any positive or negative data can help you to

dramatically manipulate the effectiveness of your sales efforts.

But don't stop at merely finding those approaches, offers, prices, or packages

that outperform the others. Once you identify the most successful

combination, your work has just begun. Now you should find out how high

is high! Keep experimenting to come up with even better approaches that

out-pull your current control.

Your control is the concept, approach, offer, or sales pitch which has

consistently proven, through comparative testing, to be the best performer.

Until you establish your control concepts, techniques, and approaches, you

can't possibly maximize your marketing. Once you find control concepts or

approaches, keep testing to see if you can improve on their performance,

thereby replacing one control with a better one.

PRICE TESTING

Test your prices. Different prices often outperform one another on the same

product by an enormous margin.

Why does one price out-pull another? I don't know. Probably for a lot of

reasons: psychological image of value, perception of quality, etc. Every

49
situation is unique, so I implore you to test several different prices. You'll be

amazed at the difference in profit and total orders one price will produce

over another.

Testing applies not merely to outside sales efforts but to every aspect of

marketing. If you run ads in newspapers or magazines, test different

approaches, different headlines, different hot-button emphases, different

packages, different rationales, different pricing, and different bonuses on top

of the basic offer. Test different directives to the reader or listener on how to

respond and what action to take. Test positioning in the front, back, right, or

left-hand side of the page. Test where your commercials run.

Make specific offers and analyze the number of responses, traffic, prospects,

and resulting sales for each specific ad. Then compute the cost-per-prospect,

cost-per-sale, the average sale-per-prospect, average conversion-per-

prospect, and the average profit-per-sale against your control. This reveals

the obvious winner, the control that you will keep running until a better

control beats it.

50
BUSINESS MULTIPLIER TWO

“Run Only Direct Response Advertising”

Almost every print ad, mailing piece, radio, or television commercial we see

is based on institutional-type advertising. At best, they produce deferred

results. At worst -- and this applies to 95% of all the advertising --

institutional advertising is an ineffective, vacuous, wasteful expense that

accomplishes no productive purpose whatsoever. Most institutional

advertising tells you how great the Industry paying for the advertising is, or

how old and stable they are, or some other cute and non-compelling

foolishness.

Institutional advertising, as practiced by most advertisers, is wasteful folly.

It doesn't convey any compelling reason for the reader to favor your business

over another. It doesn't make a case for the product or service you sell. The

claims made by most institutional advertising are pathetic: Buy from me

instead of my competitor for no other reason except my selfishness and

avarice.

Institutional advertising doesn't direct the reader, viewer, or listener to any

intelligent action or buying decision. It does nothing productive but take up

51
time, space and attention and wastes enormous could-have-been-productive

assets.

Direct response advertising is, by its very name, self-explanatory. It is

designed to evoke an immediate response, action, visit, call, or purchasing

decision from the viewer or reader. Direct response advertising tells a

complete story. It presents factual, specific reasons why your Industry ,

product, or service is superior to all others, on an analytically and factually

dsupported basis, as opposed to the mere conjecture used in institutional

advertising.

Direct response advertising is salesmanship in print or over the air. As

salesmanship, it makes a complete case for the Industry , product, or service.

It overcomes sales objections. It answers all major questions and it promises

performance or results, and backs the promise with a risk-free warranty or

money-back guarantee.

Direct response advertising directs people to action. It compels readers,

viewers, or listeners to visit your establishment, call you, send in money, or

drive their auto down to trade it in on a new model. Used effectively, direct

response advertising can produce tons of super-qualified, favorably disposed

prospects; it gets people to call, write in or buy.

52
You can analyze the value, profitability and performance of virtually any

direct response ad you run because it produces something you can track,

analyze and compute. Institutional advertising produces no results to speak

of. If you are running institutional ads, change them to direct response. Give

your prospects information that's important to them, not you. Give them

facts and performance capabilities of your product or service or tell them

about your guarantee. Give them reasons why your product is superior to

your competitors, on a human basis that the prospect can understand and

appreciate.

Direct response advertising is much more effective than institutional

advertising because your prospect doesn't care one iota about you or your

motivations. All the prospect cares about is what benefit your product or

service renders to him. How will your product improve the prospect's

situation and save him effort, time and money? How will your product or

service improve the prospect's life, and why? Tell him the answers to these

kinds of questions and you'll own your market, pure and simple.

By merely switching over from institutional to direct response advertising,

you should improve your productivity many times over.

53
BUSINESS MULTIPLIER THREE

“Develop a Powerful USP and Use it in All of Your Marketing”

The Unique Selling Proposition (USP) is quite basically the essence, or the

quintessential element, of your entire business concept.

The Unique Selling Proposition is that unique advantage that distinguishes

your business, your enterprise, from all your competitors. Most people who

are in business couldn't begin to clearly articulate their USP in 60 seconds or

less. Sadly, if you can't articulate it, it's highly improbable that your

customers and prospects can comprehend it. So, your first step is to decide

what your USP is. Find out what is unique about your business, product or

service; then find a way to clearly state it to your customers. Once you

decide what your best Unique Selling Proposition is, you should integrate it

into everything you do, every aspect of your business -- advertising, personal

communications, telephone calls, letters.

Maybe you render more service than anybody else; maybe your product has

more quality than anybody else; maybe you offer greater value than anyone

else; maybe your discounts are greater because your markups are less.

Bottom line, there's some Unique Selling Proposition that you should

basically build your entire business around!

54
Most companies try to be everything to everyone, and they can't understand

why they don't have any unique advantage, why they can't really take off

ahead of their competitors. The problem is that the business owner has never

sat down and said, "What distinguishes my Industry from my competitors?

Am I more expensive, less expensive? Do I render more service, give better

value, give a better guarantee, give two when you buy three, or three when

you buy two?"

Most companies don't have a Unique Selling Proposition. Yet it's very

important. It's the essence of your whole business. You can't build a

consistent, effective, marketing, advertising, and selling proposition if you

just send messages out and your customers don't know what you're really

representing, what it is that you are, that your competitors are not.

You may want to redefine your Unique Selling Proposition based on

whatever is going on in the market. We've found that you can circumvent

almost anyone's advantage by having your Unique Selling Proposition

counter whatever is in the market. If everyone was selling the same product

for $29, maybe you should sell it for $27, or give them more value, or give

them three times the guarantee, or give them something free when they buy

it. But come up with a Unique Selling Proposition that differentiates you

from your competition, and tells people why they should buy from you. You
55
simply must develop a Unique Selling Proposition and integrate that into

everything you do -- your ads, your salespeople in the field, your sales clerks

in the retail store, your customer service department. It's very important.

56
 DISTRIBUTION SYSTEM OF SAMSUNG

The success of each and every Industry depends upon the effectiveness of

their delivery system. Samsung has an efficient distribution model.

MANUFACTURER

Direct Dealer S&S Distributor

Dealer

Samsung new distribution system to reach more consumers:

Samsung new plans of reinventing distribution so as to redefine current

channels and look at creating new channels. Competition was the main

thrust for this change in its area of distribution.

Samsung which has been reinventing its distribution system, in a bid to

reach out to more consumers, will look at a three way convergence of

product availability, brand experience. They are building key capabilities

entraining the large number of people involved in these initiatives; through

all these initiative they are getting their brands closer to the consumer.

57
STATEMENT OF PROBLEM

1. To analyze the awareness about of Samsung advertisement

campaign.

2. To analyze the brand image of Samsung .

3. To evaluate the different product ranges of samsung .

4. To find out the level of information about samsung promotional

activates.

58
 SCOPE OF THE STUDY

The study of brand promotion has been aimed at AC with reference to

samsung Ltd.Chenni. It covers the impact of the samsung advertisement on

awareness and recall of brand name. The study is also extended to know to

the consumer awareness about competitive brands and features of various

brands. The study mainly projected its view on the 60th year celebration of

samsung and its offer provided in line with the brand promotion. The study

has been focused on the reach of the advertisement and brand promotion of

the samsung advertisement and brand promotion of the samsung air

conditioner, which named after the celebration

59
 RESEARCH METHODOLOGY

RESEARCH & ITS OBJECTIVE:-

The purpose of research is to brand promotion strategy adopted by samsung

airconditioner:

1. To find out the awareness about of Samsung dealers in ghaziabad

and noida region .

2. To observe the brand image of Samsung .

3. To evaluate the different product ranges of samsung .

4. To know the dealers opinion on various brands of airconditioner

and their models.

5. To portray accurately the characteristics of a particular individual,

situation or a group (studies with this object in view are known as

Descriptive research studies).

60
SIGNIFICANCE OF RESEARCH:-

“All progress in born of enquiry. Doubt is often better than overconfidence,

for it leads to enquiry, and enquiry leads to invention” is a famous Hudson

Maxim in context of which the significance or research well be understood,

increased amounts of research make progress possible.

The role of research in several fields of applied economics, whether related

to business or to the economy as a whole, has greatly increased in modern

times. The increasingly complex nature of business and government has

focused attention on the use of research in solving operational problems.

Research, as an aid to economic policy, has gained added importance, both

for government and business.

Research provides the basis for nearly all government policies in our

economic system. For instance, government’s budgets rest in part on an

analysis of the needs and desires of the people and on the availability of

revenues to meet needs. The cost of the needs has to equate to probable

revenues and this is field where research is most needed, through research

we can devise alternative policies and can as well examine the consequences

of each of the alternatives. Decision-making may not be a part of research,

61
out of research certainly facilitates the decisions of the policy maker.

Government for dealing with all facets of the country’s existence and most

of these well be related directly or indirectly to economic condition. The

plight of cultivators, the problem of big and small business and industry,

working conditions, trade union activities, the problems of distribution, even

the size and nature of defense services are the matters which requires

research. Thus research is considered necessary with regard to the allocation

of nation’s resources.

3) SAMPLING DESIGN & SAMPLING UNIT :-

In my Research I select the sample survey to determine and achieve the

desired result. For this I take small samples from the given area and

conducted my research with the help of simple random sampling. My area

was Ghaziabad and in these area single area is called sampling unit.

62
STEPS IN RESEARCH METHODOLOGY:-

1. FORMULATING THE RESEARCH PROBLEM

2. CHOICE OF RESEARCH DESIGN

3. DETERMINING SOURCE OF DATA

4. DESIGNING DATA COLLECTION FORM

5. DETERMINING SAMPLING DESIGN & SAMPLE SIZE

6. PREPARING QUESTIONNAIRE

7. CONDUCTING FIELD SURVEY

63
 FORMULATINGTHERESEARCH PROBLEM :-

The first step in research is formulating a research problem. It is right said

that “a problem well defined is half-solved”. In order to identify the research

problem, there are three type of problems namely, overt difficulties, latent

difficulties and unnoticed opportunities. For example, If a firm has been

witnessing a decline its sales for some time, this could be called an overt

difficulty. Latent difficulties, on the other hand, are those which are not so

apparent and which, if not checked, would soon become evident. For

example declining sales may, in due course, demoralize the sales staff.

Unnoticed opportunities indicate the potential for growth in a certain area of

marketing. Such opportunities are not clearly seen and some effort is

required to explore them.

CHOICE OF RESEARCH DESIGN :-

A research design specifies the methods and procedures for conducting a

particular study. Broadly speaking research design can be grouped into three

categories- Exploratory research, Descriptive research and casual research.

64
An exploratory research focuses on the discovery of ideas and is generally

based on secondary data. It is primarily investigation which does not have a

rigid design. This is because a researcher engaged in a exploratory study

may have to change his focus as a result of new ideas and relationship

among the variables.

A descriptive study is undertaken when the researcher wants to know the

characteristics of certain groups such as age, sex, educational level, income,

occupation, etc. In contrast to exploratory studies, descriptive studies are

well structured.

A casual research is undertaken when the researcher is interested in knowing

the cause and effect relationship between two or more variables. Such

studies are based on reasoning along well tested lines.

According to my research problem I done Descriptive research study for my

Research work.

DETERMINING THE SOURCE OF DATA :-

The next step in the research methodology is to determine the sources of

data to be used. The Market researcher has to decide whether he has to

collect primary data or depend exclusively on secondary data. According to

my research problem I Decide to collect most of the data from Primary

65
sources with the help of Questionnaire in survey method and some data from

the secondary sources like some books of marketing research, Magazines,

newspaper and with the help of internet etc.

DESIGNING DATA COLLECTION FORM :-

Once the decision in favour of collection of primary data is taken, one has to

decide the mode of collection. The two methods available are Observational

method and Survey method.

Observation method suggests that data collected through one’s observation

and while in Survey method field surveys are commonly used to collect the

primary data from the Respondents. Surveys can be done by Personal,

Telephonic, mail, Diary. Of these, personal and mail surveys are commonly

used in India.

In my research I use survey method and I done survey with the help of

Direct Personal interviews to get the detailed information about my problem

of research and for this purpose I prepare a structured Questionnaire form to

elicit the necessary data from the Respondents.

DETERMINING SAMPLE DESIGN & SAMPLE SIZE :-

66
When the researcher has decided to carry out a field survey, he has to decide

whether it is to be census or sample survey. In almost cases, a sample survey

is undertaken on account of its overwhelming advantages over a census

survey.

When a decision in favour of a sample survey has been taken. And the

population or universes which are generally interchangeable is any finite or

infinite collection of individuals. Then after make a choice between

probability and non-probability sampling.

In my research I choose sample survey and conducted a simple Random

sampling in which has the equal probability to be chosen and population of

my survey is 30 dealers and distributors. So the sample size of my research

is 30 dealers and distributors which is based on practical approach than the

statistical approach.

SAMPLE SIZE: The substantial portions of the target customer that are

sampled to achieve reliable result are 30.

The cost and time limitation completed me to select 30 dealers and

distributors as sample size.

SAMPLING METHOD:

 In this marketing research project, I am using

 Random sampling method

67
SAMPLE DESIGN

As complete enumeration of all the members of the population I have

understate sampling technique.

SAMPLE SIZE

30 Dealers and distributors

SAMPLE TYPE

AREA SAMPLING

Sample area

 Ghaziabad

 Noida

SAMPLE SELECTION

Simple random selection sampling

SAMPLE TECHNIQUE

I have taken the Statistical tool of percentage method to analysis and

interpretation of the collected data.

68
RANDOM SAMPLING:

A random sample gives every unit of the population a known and non-zero

probability of being selected. Since random sampling implies equal

probability to every unit in the population, it is necessary that the selection

of the sample must be free from human judgment.

There is some confusion between the two terms ‘random sampling’ and

‘unrestricted’ random sampling. In the latter case, each unit in the population

has an equal chance of being selected in the sample. Such a sample is drawn

‘with replacement’, which means that the unit selected at each draw is

replaced into the population before another draw is made from it, ‘As such, a

unit can be included more than once in the sample. Most statically theory

relates to ‘unrestricted random sampling. In order to distinguish between

these two sample. i.e. sample, without replacement and sample with

replacement, the terms ‘sample random sample’ and ‘unrestricted random

sample’ are used. If the latter is devised in such a manner that no unit can be

included more than once, it will then be known as the simple random

sampling.

It may be noted that while both sample random sampling and unrestricted

random sampling give an equal probability to each unit of the population for

being included in the sample, there are other sample design too which

69
provide equal probability to the units. The process of randomness is the very

core of simple and unrestricted random sampling. The selection of a sample

must be free from bias, which can be ensured only when the process of

selection is free from human judgment.

70
 COLLECTION OF DATA

DATA COLLECTION

The study was conducted by the means of personal interview with

respondents and the information given by them were directly recorded on

questionnaire.

For the purpose of analyzing the data it is necessary to collect the vital

information. There are two types of data, this are-

 Primary Data

 Secondary data

PRIMARY DATA:-

Primary data can be collected through questionnaire. The questionnaire can

be classified into four main types-

 Structured non disguised questionnaire

 Structured disguised questionnaire.

 Non structured non disguised questionnaire

 Non –structured disguised questionnaire.

71
For my market study, I have sleeted structured non-disguised questionnaire

because my questionnaire is well structured, listing of questions are in a

prearranged order and where the object of enquiry is revealed to the

respondents.

To making a well-structured questionnaire, we have adopted three type of

questions-

 Open ended question

 Dichotomous questions

 Multiple choice questions

These types of questions are easy to understand and easy to give required

answers.

SECONDARY DATA:-

Secondary data means data that are already available i.e. they refer the data

which have already been collected and analyzed by someone else. When the

researcher utilizes secondary data, than he has to look into various sources

from where h e can obtain them, in this case he is certainly not confronted

72
with the problems that are usually associated with the collection of original

data. Secondary data may either be published data or unpublished data.

Usually published data are available in:

 Various publications of the central, state and local government;

 Various publications of foreign government or of international bodies

and their subsidiary organizational;

 Technical and trade journals;

 Books, magazines and newspapers;

 Reports and publications of various associations connected with

business san industry, stock exchanges etc.;

 Reports prepared by research scholars, universities, economists etc;

 Public records and statistics, historical document and other source of

published information.

The source of unpublished data are many; they may be found in diaries,

letters, unpublished biographies and autobiographies and also may be

available with scholars and research workers, trade associations, labor

because and other public private individuals and organization.

COLLECTION TECHNIQUE:
73
Questionnaire method is used in collection the data.

PREPARING QUESTIONNAIRE :-

The method of data collection through Questionnaire is very popular. In a

questionnaire a number of questions are typed in a define order on a form or

set of forms. And the researcher fills it by asking the questions with a

request to answer by respondents. This method is vastly used in various

economy and business surveys. There are various benefits of conducting a

survey with the help of a questionnaire and these are as follows-

(I) There is a low cost in conducting a field survey when population is less

in number.

(II) It is free from the bias of the interviewer; answers are in respondent’s

own words.

(III) Respondents have adequate time to give well thought out answers.

(IV) Results that are found from this method are most reliable and

dependable.

In the good form of questionnaire there should all type of questions like

open ended, close ended questions in a right sequence. And no. of questions

should be 10 to 15. Starting of the questionnaire should be respondent

friendly by adding some questions like what is you name and age.

74
In my questionnaire I had used separate questionnaire for dealers having 1

to 17 questions each and having the essential quality of a good

questionnaire. For example I used both close ended and open ended

questions and make the questionnaire in the simple language starting with

easy questions.

CONDUCTING THE FIELD SURVEY :-

After making the suitable questionnaire according to my research problem I

conducted the field survey in that area Ghaziabad, Noida. And collect the

necessary data for my Research.

75
 ANALYSIS OF DATA

1. Are you part of Samsung?

45%
Yes
No
55%

INTERPRETATION:

In the survey I find more than 45% dealers says he is the part of the

Samsung and 55% says he is not a part of Samsung.

76
2. Do you have any other brand on your counter?

35%

Yes
No

65%

INTERPRETATION:

In the survey I find more than 65% dealers says he have other brand on their

counter and 35% says he have not other brand on their counter.

77
3. Are you satisfy to be a part of Samsung?

20%

Yes
No

80%

INTERPRETATION:

In the survey I find more than 80% dealers says they are satisfy to be a part

of Samsung and other 20% are not satisfy with Samsung.

78
4. Are you satisfy from the product performance?

25%

Yes
No

75%

INTERPRETATION:

In the survey I find more than 75% dealers says they are satisfy with the

performance of Samsung and other 25% are not satisfy with the performance

of Samsung.

79
5. Are you satisfy from the service provided by the Industry ?

40%
Yes
No
60%

INTERPRETATION:

In the survey I find more than 40% dealers says they are satisfy with the

services provided by the Industry and other 60% are not satisfy with the

services provided by the Industry .

80
6. Is service man visiting properly?

Yes
50% 50% No

INTERPRETATION:

In the survey I find more than 50% dealers says the service man visiting

properly and other 50% says the service man visiting not properly.

81
7. Which class of customer you are targeting?

120%
100%
100%
80%
80%

60%

40%
20%
20%

0%
Upper class Upper-middle Middle-lower

INTERPRETATION:

In the survey I find 100% dealers are targeting upper class customer, 80% in

upper middle class and 20% in middle lower class.

82
8. Is the cooling of Samsung A/C is satisfactory?

20%

Yes
No

80%

INTERPRETATION:

In the survey I find more than 80% dealers says the cooling of Samsung A/C

is satisfactory and other 20% says the cooling of A/C is not satisfactory.

83
9. Are you satisfy to the performance of new launch feature of “U.T.R.”

compressor’s good sleep mode?

15%

Yes
No

85%

INTERPRETATION:

In the survey I find more than 85% dealers says they are satisfy with this

new feature and rest 15% says they are not satisfy with this feature.

84
10. According to you which attributes affects the sale of air-conditions?

80% 75%

70%
60%
60%
50%
40%
30%
30%
20%
10%
10%
0%
Additional price margin After sale
features service

INTERPRETATION:

In the survey I find more than 75% dealers says additional features have

affects on the sale of A/C, 60% says price have affects on the sale, 30% says

margin have affects on the sale and rest 10% says after sale service affects

on the sale.

85
11. What is your monthly sale?

80%
70%
70%

60%

50%
40%
40%

30%
20%
20%

10%

0%
<100% 100-200 >200

INTERPRETATION:

In the survey I find more than 70% dealers says they have sale of A/C

between 100-200, 40% says they have more than 200, 20% says they have

less than 100 A/C.

86
12. How much is your sale of Samsung A/C in a month?

90%
80%
80%
70%
60%
50%
40%
30%
30%
20% 15%

10%
0%
<50 50-100 >100

INTERPRETATION:

In the survey I find more than 80% dealers says they have sale of Samsung

A/C more than 100, 30% says they are selling of Samsung A/C between 50-

100, 15% says they are selling of Samsung A/C less than 50.

87
13. According to you is there need to increase advertisement?

10%

Yes
No

90%

INTERPRETATION:

In the survey I find more than 90% dealers says there is need to increases

advertisement and rest 10% dealers says there is no need of increase

advertisement.

88
14. Have you ever face the stock problem from the Industry ?

70%
60%
60%

50%

40%

30% 25%

20%
10%
10% 5%

0%
Yes No Oftenly Rarely

INTERPRETATION:

In the survey I find more than 60% dealers says they have faced stock

problem from the Industry and 25% they have not faced stock problem from

the Industry , 10% dealers faced stock problem oftenly and rest 5% faced

stock problem rarely.

89
15. Is there enough quality awareness of product?

30%

Yes
No

70%

INTERPRETATION:

In the survey I find more than 70% dealers says there is enough quality

awareness of product and rest 30% dealers says it’s not enough.

90
 INTERPRETATION

Out of 30 dealers and distributors that were covered, according to my survey

I have finded some of the given factor:

1. More than 45% dealers says he is the part of the Samsung and 55%

says he is not a part of Samsung.

2. More than 65% dealers says he have other brand on their counter and

35% says he have not other brand on their counter.

3. More than 80% dealers says they are satisfy to be a part of Samsung

and other 20% are not satisfy with Samsung.

4. More than 75% dealers says they are satisfy with the performance of

Samsung and other 25% are not satisfy with the performance of

Samsung.

5. More than 40% dealers says they are satisfy with the services

provided by the Industry and other 60% are not satisfy with the

services provided by the Industry .

6. More than 50% dealers says the service man visiting properly and

other 50% says the service man visiting not properly.

91
7. 100% dealers are targeting upper class customer, 80% in upper middle

class and 20% in middle lower class.

8. More than 80% dealers says the cooling of Samsung A/C is

satisfactory and other 20% says the cooling of A/C is not satisfactory.

9. More than 85% dealers says they are satisfy with this new feature and

rest 15% says they are not satisfy with this feature.

10. More than 75% dealers says additional features have affects on the

sale of A/C, 60% says price have affects on the sale, 30% says margin

have affects on the sale and rest 10% says after sale service affects on

the sale.

11. More than 70% dealers says they have sale of A/C between 100-200,

40% says they have more than 200, 20% says they have less than 100

A/C.

12. More than 70% dealers says they have sale of A/C between 100-200,

40% says they have more than 200, 20% says they have less than 100

A/C.

13. More than 80% dealers says they have sale of Samsung A/C more

than 100, 30% says they are selling of Samsung A/C between 50-100,

15% says they are selling of Samsung A/C less than 50.

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14. More than 90% dealers says there is need to increases advertisement

and rest 10% dealers says there is no need of increase advertisement.

15. More than 60% dealers says they have faced stock problem from the

Industry and 25% they have not faced stock problem from the

Industry , 10% dealers faced stock problem oftenly and rest 5% faced

stock problem rarely.

16. More than 70% dealers says there is enough quality awareness of

product and rest 30% dealers says it’s not enough.

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 LIMITATION

Preparation of a Research report and concluding a research is a whole

process which is carried out in a number of steps. Therefore through out the

whole process of research there are a number of difficulties encountered by

researcher, at every step. In the present study we may assume following

limitation.

a. Data don’t represent entire population behavior

b. It is very difficult to measure perception by means of mathematical

calculation

c. This research was done in Ghaziabad & Noida city only hence this

Conclusion.

d. It was assumed that respondent have the knowledge of the choice

that were given in the questionnaire and respondent were

compelled to choose only from given alternatives.

d. The respondent view point on the study/questionnaire purely

judgment and may be induced by other reasons also.

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 SUGGESTIONS AND

RECOMMENDATIONS

The following are the insights brought forward as o influence the success

of brand promotion campaign;

1. Samsung can promote brand during the summer season focusing the

age of the target group spontaneously.

2. Educating the customer regarding the usage of air conditioner and

types of airconditioner is must along with the promotion.

3. To increase the percentage of reach, the frequency of Advertisement of

SAMSUNG has to be increased.

4. Brand promotion scheme must be made more attractive than the offer

given in the campaign.

5. Cooling solutions as Brand identity with its generic form of air-

conditioning has to be promoted for the brand.

6. Pricing of the product should made inline with the after sale service

and the service of annual maintenance should be free.

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7. SAMSUNG must involve in in-house regulation and air cooler

manufacturing.

8. The point of purchase advertisement strategies must be reconsidered

as it is proved favourable results.

9. The scope for further research are, viz., pricing module, promotional

module, dealer module, distribution network and services in

connection with brand promotion.

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COMMENTS ON THE OVERALL SCENARIO OF AIR-CONDITION

BUSINESS IN NOIDA AND GHAZIABAD

INTRODUCTION:

According to growing business of air-condition market, this year it crosses

all the boundaries. One special thing is that, this year middle class custom is

also buying the air conditioner, on other hand this year it is selling in

marriage season for dowry. A cut down in prices and improvement in

technology makes it easy and arrive it to 70-80% more then last years. As

we know that India is growing as a economical power in the world so the

purchasing power of a people is also increasing, that makes very easy to buy

an air conditioner for a middle class customer. Because Noida and

Ghaziabad is very close to our capital Delhi, so it is very obvious to boom in

the local market of here.

Quality:

According to market survey I found that quality vice Samsung is on 3 rd rank

in the Indian market. The 1st position secured by Hitachi and O general, and

2nd position held by Carrier.

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Main competitive brands:

There are some brands those are competing Samsung like – Voltas,

Videocon, LG, Electrolux, Hitachi and Carrier.

Customer satisfaction:

After using the Samsung AC, customer is satisfy by the performance of

Samsung AC, but a little confuse from the simple complaints as well as

typical because sometimes there is a problem with a new AC, and then a late

in hearing the problem and solve it. It is not a big deal for a Industry

because every Industry because every Industry faces it. But if we want to

be market leader we have to take it very seriously, because it will make us

different to our competitors.

Suggestions:

As I meat so many people and personally I found that there is a very less

advertisement or can say less product awareness in the customer’s mind.

They don’t know that Samsung has this kind of powerful in AC’s range or

product line introduced by the Industry . So according to me there should be

increase in advertisement.

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 CONCLUSION

Considering the findings of the survey conducted among the dealers and

distributors it has been observed that the awareness level of the product is

good and is increasing. Dealers are aware about the Samsung Aircondition.

But the major fact that comes to light is that some dears are unaware of the

fact that ‘Samsung Airconditioner’ but people who know it have full faith in

the product.

If we consider the market potential of the product in the market we find that

although the product is a many years old it has strengthened its market

potential rapidly

In nutshell we can say that the product is doing well in the market. Although

much advertising campaign has not been done for the product but still it has

gained popularity due to its natural feature. A strong sales promotion

programme can play a major role to boost the sales of the product.

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 QUESTIONNAIRE

Based on dealers and distributors of air conditioners:

Firm name: ___________________________

Address: _____________________________

Q-1: Are you part of Samsung?

a. Yes b. No

Q-2: Do you have any other brand on your counter?

a. Yes b. No

Q-3: Are you satisfy to be a part of Samsung?

a. Yes b. No

Q-4: Are you satisfy from the product performance?

a. Yes b. No

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Q-5: Are you satisfy from the service provided by the Industry ?

a. Yes b. No

Q-6: Is service man visiting properly?

a. Yes b. No

Q-7: Which class of customer you are targeting?

a. Upper class b. Upper middle class

c. Middle lower class

Q-8: Is the cooling of Samsung A/C is satisfactory?

a. Yes b. No

Q-9: Are you satisfy to the performance of new feature “U.T.R” compressor

good sleep mode?

a. Yes b. No

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Q-10: According to you which attributes affects the sale of aircontions?

a. Additional features b. Price

c. Margin d. After sale service

Q-11: What is your monthly sale?

a. <100 b. 100-200 c. > 200

Q-12: How much is your sale of Samsung A/C in a month

a. <50 b. 50-100 c. > 100

Q-13: What is the sale ratio of window A/C and Split A/C

_________________________________________________

Q-14: According to you is there need to increase advertisement?

a. Yes b. No

Q-15: Have you ever face the stock problem from the Industry ?

a. Yes b. No c. Oftenly d. Rarely

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Q-16: Is there enough quality awareness of product?

a. Yes b. No

BIBLIOGRAPHY

 Marketing Management (Author- Philip Kotler)

(Publish by Pren Tice-hall of India PVT. LTD., New Delhi)

Ninth Edition(2002)

 Marketing Research (Author- G C Beri)

(Publish by Tata McGraw Hill Publishing Co. LTD., New Delhi)

Third Edition(2002)

 Marketing Management (Author- Rajan Sexana)

(Publish by Tata McGraw Hill Publishing Co. LTD, New Delhi)

Second Edition(2001)

 Marketing Management (Author- R S Sexana)

(Publish by Himalya Publication, New Delhi)

Ninth Edition (2000)

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  Research Methodology (Author- Bhandrai)

Print 2006, second edition

WEB SITE:

 www.samsung india.com

 www.google.com

 www.rediff.com

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