Presentation on

Corporate Project study (CPS) In

Samsung India Electronics Limited Mumbai

ByManish PandeyRoll No TM 08 027Telecom & IT

Agenda..

Overview Of Indian telecom Company Profile Samsung in CDMA Product Profile Marketing Research Project Snapshot 5 Steps of project Analysis & Conclusion

Agenda..

Overview Of Indian telecom Company Profile Samsung in CDMA Product Profile Marketing Research Project Snapshot 5 Steps of project Analysis & Conclusion

Rev-$34bn

Overview of Indian Telecom

525 mn sub

4 Circles

45.02% T.D

97.2 % U.TD

19.7% R. TD

Arpu 205 GSM

Arpu 92 cdma

MOU 419

15+ H/S M

196% TD Chennai 19.7 R.T

Service providers Mkt Shr Handsets mnf. Mkt Shr

All Data are till Oct 2009/ source- TRAI,Tele.net, Voicendata, Telenews.com

Others: Intex, HTC,Huawei,ZTE,Micromax etc

Company Profile

Founded in 1938 124 offices in 56 countries

Mr. J S Shin, President & CEO 138,000 employee worldwide

$ 72 bn worldwide revenue $3 bn worldwide H/S revenue

Main Business Units

Digital media BusinessLCD BusinessSemiconductor BusinessTelecommunications Digital Appliance Business

Samsung India mobile

Founded in 1995 Mr. Sunil Dutt Mobile Head

1000+ employee Head Quarter New Delhi

Main Business Units

GSM Mobile Business CDMA Mobile Business

Samsung CDMA Business

Direct Marketing Open Marketing

TATA (TTSL/TTML )

MTS (SSTL)

Virgin Mobile (VMI)

SAMSUNG CHANNEL / ND

North East South West SSK BP

Price Rs. : 1k – 2k Price Rs : 3.5k – 14k

CDMA MOBILE

Operators H/s Open H/s

Product Profile

Product Profile

Product Profile

Product Profile

Product Profile

Product Profile

Project @

Project Snapshot

Company – Samsung India Elex. Ltd Regional Office Mumbai

Product – CDMA Mobile

Region – Mumbai Market

Survey Research – Personal Interview

Sample Size – 132 Retailers/Distributors

Avg Time Taken at each retailers – 8 minutes

Type of Project – Marketing Research

Five Steps of Marketing Research

Problem Identification / Objective

Formulating Research Design

Awareness Study

Attitude Study

Positioning Promotion Test

Questionnaire There was 10 questions in Questionnaire.

More focusd on open ended questions.

Except one or two questions would be closed ended questions.

Time spent to retailers and distributors would be 5 to 10 minutes.

Data Collection

Retailers

TVH TVS WW TMS PlanteM MBOs

Regions

South Mumbai

Western Mumbai

Central Mumbai Kalyan Navi

Mumbai Panvel

Analysis

Brands presents at the dealers : SAMSUNGLGSPICEHUAWEIMICROMAXHAIERZTEOTHERS (INTEX, HTC, I-STAR etc.)

Key challenges in CDMA H/S facing by dealers:

Very Limited Model.Models are not attractive.Software is Slow.Battery Problem.H/s is warm while talkngH/s Restriction .

•Main Market for 1st time buyer.•Good market for low income people.•Limited sellng of open hs•Some models are not coming in market.

Low price H/s market.1k-2k models are in dmd.3k-4k mdls price should reduce.Samsung is little bit costlier than LG, haier.Rs 3500=FM+BT+Cam.

Handsets

Market

Price

Market Share:

Comparative Market Share:

Consumer Demand:

After Sales Service:

Distribution:

Interpretations for Samsung:

Consumer pull-ASS

Consumer pull-Distribution:

Key motivator for dealers to sell particular open CDMA handsets

Quality of display and size of display.  Software uses in handsets. Sleek, thin and good looking attractive model. Good sound, battery and display quality. At least 2 Mega pixel camera and 1 GB memory. It should be extendable memory. Music phones with 5k range model. Slide mobile is also in high demand. 5k Rs = camera (at least 2 MP) + 1GB memory + Bluetooth + slide shape. CDMA + GSM phones customer likes more than GSM + GSM. Extra accessories like headphones, data cables, cds. Generally customer asks for memory, how many songs can be stored. 3.5k to 7k Rs model are good in demand. 3k-5k Rs model should available in more variant. More variant of slide phones and touch screen phones should available. Touch screen phones should come in 8k Rs range.

Key Factor that consumer consider while making 1st time handsets purchase

•Customer wants 1k-2k Rs range mobile.•Customer goes for basic models but if FM facility is there than prefer that.•Basic model + color display + FM + speaker phone in 2K Rs range is most prefer handsets.•Customer pays 1000 Rs for basic models and more than that amount they expect FM.•Display of handsets and software of handsets is also play major role while purchasing.•Other features like phone book memory at least 500 contacts storage should be there.•In message storage at least 150 messages storage should be there.•Customer goes for the look of the handsets.•Customer expects headphones with the models.•Customer always asks for battery backup while purchasing.

Dealers Suggestions to promote CDMA handsets Handsets:  Quality of handsets should available. Variety of handsets should available in CDMA. Good looking, stylish, attractive handsets like sony & Nokia should available in CDMA. New model should launched by the company, frequently. Battery backup and handset functionality should improve. Voice quality should improve. Change/improve the quality of software; come up with good quality of software. More number of 4k-5k Rs model should available Song as ring tone should come in CDMA basic models. Camera, music, recorder, memory should also come in 3k-4k Rs range. Camera should also come in basic handsets Handsets should use in both CDMA as well as GSM network. Every operator comes up with variety of handsets. Price should reduce.

   

Offers / Marketing

Company should provide free ring tones, wallpapers, and softwares in CDMA. Company should provide extra accessories like headphone, data cable & CDs. Create awareness about CDMA brands. Advertisement, branding is requiring of CDMA handsets. Large advertisement board is required. Offers, consumer offers, festive offers. Improve the distribution of CDMA handsets.

Conclusions CDMA market has 30-35% of total mobile market share. CDMA sales are increase day by day. Samsung Market share is high among all the brands. Market share of LG is very much similar to Samsung in mobile stores. CDMA mobile market is very price sensitive market. Maximum selling of 1k-2k Rs lower range handsets. A handsets restriction is biggest problem in CDMA segment. Customers are very much aware about every feature of handsets. In CDMA mobile market there are limited player are available. There are very close competition among some players of handsets manufacturer. In CDMA very limited handsets is available. In CDMA variety of handsets is required. In CDMA handsets battery problem is biggest problem. Price of CDMA handsets is high as compare to GSM handsets. Basic handsets + FM + speaker are most demand model in operator handsets. Camera (>=2 mp), memory (>=1GB), slide model are important factor that influence

the customer. Samsung is most preferred brand among the consumers. After sales service of Samsung CDMA mobile is average.

SWOT Analysis

Samsung is well known brand in electronic market.Samsung is in both direct market as well as open market in mobile segment.Collaborations with TATA, MTS (SSTL), Virgin mobile.Large range of CDMA mobile product from 1K to 14K.Strong National distribution channels.

Samsung’s late entry in Indian mobile market.

Samsung is not market leader in mobile market segment.

Tele density is increasing in Indian telecom market.CDMA mobile would play a major role in rural penetration.

3G is coming into existence.Falling ARPU’s of Indian telcos.

Foreign telcos are coming into Indian market would be opportunity for direct market.

Popularity of GSM mobile.Competitors are focusing only in telecom segment.Entry of foreign player in mobile equipment market.Threats from Chinese mobile market

Strength Weakness

Opportunity Threats