NEW DELHI INSTITUTE OF MANAGEMENT

PROJECT REPORT ON

TELEVISION BRANDS SAMSUNG v/s LG By ALANKAR DAS 190

In Partial Fulfillment for the award of the degree Post Graduate Diploma In Management 2012-14

NEW DELHI INSTITUTE OF MANAGEMENT

50 (B &C), 60, TUGHLAKABAD INSTITUTIONAL AREA, NEW DELHI -110062 E-MAIL: PLACEMENT@NDIMDELHI.ORG WEBSITE: WWW.NDIMDELHI.ORG

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A PROJECT REPORT ON TELEVISION

Submitted ByAlankar Das 190 SAXENA

Submitted ToProf. ANITA

New Delhi Institute of Management 50(B&C), 60Tughlakabad InstitutionalArea, Opp. Rotary Blood Bank, New Delhi 110 062

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ACKNOWLEDGEMENT
Gratitude cant be expressed in Words. But I would certainly like to name a few, without whose commendable Support, successful of the project and the learning wouldnt be possible. We are also grateful to Prof. Anita Saxena, the faculty guide of New Delhi Institute of Management , New Delhi whose excellent guidance and continuous support gave me knowledge and energy to complete the project accurately on time. His versatile viewpoint and understanding of the subject matter, his guidances, his constructive criticisms and above all the level of motivation and faith he showed really made us to stay focused and work logically during the course of the study. We heartily thankful to all of them without whom this report would have not been successful.

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TABLE OF CONTENTS SL NO
01 02 03 04 05 06 07 08 09 10 11 12

CONTENTS
TELEVISION INDUSTRY PROFILE SAMSUNG COMPANY PROFILE LG COMPANY PROFILE FACTOR INFLUENCING BEHAVIOUR OF SAMSUNG FACTOR INFLUENCING BEHAVIOUR OF LG PRODUCT CATEGORIES DATA ANALYSIS FINDINGS RECOMMENDATION CONCLUSION ANNEXURE BIBLIOGRAPHY CONSUMER CONSUMER

PAGE NO.
4 21 24 28 39 48 62 68 70 73 76 79

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INDUSTRY PROFILE

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TELEVISION INDUSTRY IN INDIA

Television has revolutionized the way we do things. The role televisions play in todays society is phenomenal. Todays television is taking the role of computer, making it possible to do a lot with it. It has a broad use such as sharing information, paying for products, browsing, listening music/radio, etc.

Now-a-days brand plays a very vital role in consumer buying decision. While consumers usually go for a familiar brand, but the concept of brand transcend beyond a trademark or name. The concept of brand encompasses much more than trademark. Further consumers of television are strongly influence by brand when it

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comes to choosing it. A strong and clear brand image can increase consumer confidence and convince consumers to purchase.

Many

modern

televisions

also

include

ultra-high-

resolution and web browsers that display standard web pages High-speed data access is provided by Wi-Fi and broadband. In recent years, the rapid development of DTH industry has been drivers of television adoption. The top television manufacturers are Samsung, LG, Sony, Panasonic,etc.

Sales of TVs have been on the rise for many years. However, in 2012, TV sales fell for the first time in more than a decade, according to IHS iSuppli. Growth is expected to return in 2014 and 2015 based on Ultra HD resolution, OLED TVs and sports events.

A list on the top TV brands in India will feature both local and international companies. 2011 was not a good year for the Indian industry for conventional television sets as the market faced a slump that year for the first time ever. In 2011, 12 million units were sold compared to 18 million during 2010 signaling a decline of 33 percent.

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This decrease is in accordance with trends all over the world whereby the people are going for LCD technology. The situation would have been different if ELCOT would have been successful in completing its tender of 1 million sets. India TV Industry Present Scenario

Brands like LG, Samsung, Videocon, and Onida, inclusive of Igo, have been able to confirm their presence and during 2011 their combined market presence was 77.5 percent compared to 58.3 percent in 2010. However, their absolute numbers have reduced.

Sales of some other brands such as the following in the 0.1 to 0.2 million category:

Haier TCL Weston Oscar Salora T Series Philips Beltek

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The segment for mid-sized sets is doing the best with a market share of 84 percent. Along with the 15 inch and 14 inch sets, this part of the television industry has a market share of 99 percent. The customers are now looking for LCD TVs instead of the larger ones.

In the last couple of years the television industry in India has been undergoing a transition with the popularity of CRT TVs being eaten into by the flat panel sets. Indian Market for flat panel and CRT TVs

The major challenge for the conventional TVs is that the flat panel TVs are becoming economically viable and they are improving technologically as well. Increasing levels of awareness among consumers is also posing some problems for the CRT television sets.

However, CRT TVs still account for 40 percent of the global market. It is likely that most of the demand for the color TVs will be coming from tier III and II cities in India as well as the rural locations that are experiencing a significant growth rate. Ultra slim and slim TVs are highly preferred nowadays but it is expected that the CRT segment will get some support from newer markets and
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consumers.

The market for flat panel TVs has sold almost 4.5 million sets and has grown by 50 percent in 2011 compared to 2010. This category includes the LCD, plasma, and LED TVs.

Samsung, Sony, and LG are the major players in the segment with a market share of 61 percent during 2011. In 2010, these companies held a combined market share of 81 percent. Other companies like Videocon, Toshiba, and Panasonic are quickly gaining ground in this segment.

Some other major companies in this segment are:

Haier TCL Weston Oscar Salora T Series Philips Beltek

The market for flat panel TVs in India has sold approximately 4.5 million sets during 2011. This category includes the LCD, plasma,
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and LED TVs and has grown by 50 percent in 2011. Samsung, Sony, and LG are the major companies in this segment in 2011 their total share was 61 percent compared to 81 percent during 2010. Other companies like Videocon, Toshiba, and Panasonic are quickly gaining ground in this segment as well. Other major companies in this segment are:

Onida Mitashi Haier JVC Philips Sharp Sansui Akai Daenyx T Series Hitachi Intex

Indian market for LED and LCD TVs

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LED and LCD TVs have made some major contributions to the present total size of television sets. The LED TVs are the newest in terms of technology and have got a lot of positive feedback from the customers for factors like design, lesser usage of energy, and better definition. They comprise 15 percent of the Indian market for flat panel TVs.

The LCD TVs owned 85 percent of the market for the flat panel television sets during 2011. However, their share has decreased by 7 percent compared to 2010. 2011 also saw the introduction of high end TVs like the smart and 3D TVs. Top TV brands in India

Following are some of the leading television brands operating in India: Videocon

Videocon is a prominent industrial conglomerate with global operations and head offices in India. It has 17 manufacturing locations in India as well as plants in China, Italy, Poland, and Mexico. It is also the third biggest maker of picture tubes on a global basis. The group is presently worth 4 billion US dollars.
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Apart from color television sets, Videocon offers the following products in India:

Washing machines Refrigerators Air conditioners Microwave Other home appliances

It also has the biggest network for service and sales in India. It offers the following types of television sets:

DDB LEDs Ultra slim TVs LED TVs Flat TVs LCD TVs Conventional TVs

Sony

Sony Corporation operates as the electronic business unit of the Sony Group. Its major television product is the Bravia HD TV that comes in four variants like X Series (4K), 3D TV, and Internet TV.

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Apart from televisions and projectors it offers products in the following categories:

Compact digital cameras Home audio systems Tablets Video cameras In car entertainment systems Games Home video systems Home theater systems Interchangeable lens cameras Computers and peripherals Portable audio systems Mobile phones Storage media and batteries

LG Electronics LG Electronics is a leading electronics organization based in Yeouido, Seoul. It operates globally and is the second biggest maker of TV sets and the third largest manufacturer of cell phones. It is also LG Groups premier company. At present it has 75 subordinate entities around the world that make and design
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televisions, telecom devices, and home appliances. It offers the following types of television sets:

LED LCD TVs Plasma TVs 3D TVs Color TVs LCD TVs

Samsung The head offices of Samsung Group are at Samsung Town in Seoul and it operates as an international conglomerate. Samsung Electronics is the worlds biggest electronics company in terms of sales. It offers a wide range of television products such as the following:

LED TVs Ultra SlimFit TVs LCD TVs Flat TVs Plasma TVs TV Accessories

Philips Philips is actually referred to as Koninklijke Philips Electronics NV and is primarily based in the Netherlands but operates around
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the world. It is one of the biggest electronics organizations on a global scale. It has approximately 119 thousand employees in at least 60 countries.

Following are its major ranges in India:

Cinema 21:9 5000 Series 8000 Series 4000 Series 7000 Series 3000 Series 6000 Series CRT

Hitachi Hitachi Limited is a multinational organization based at Chiyoda in Tokyo, Japan. It specializes in high end services and technology. Hitachi is one of the leading technology based companies with regards to revenues. In addition to TVs it offers camcorders, recording equipment, and projectors. It primarily offers LCD TVs.

Toshiba

Toshiba Corporation is a Tokyo based multinational conglomerate.

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It is one of the leading global manufacturers of semiconductors and personal computers. It also operates in the following verticals:

Electrical products Power systems Information and communication systems and equipments Social and industrial infrastructure systems Internet bases services and solutions Household appliances Electronic materials and components

In the television segment it basically offers LCD TVs.

Haier Haier Groups head offices are at Qingdao in Shandong, China and it operates as a global entity. Its primary business areas are home appliances and consumer electronics. It is one of the leading companies of the world when it comes to white goods. Its major products are air conditioners, washing machines, cell phones, refrigerators, and computers apart from television sets. It offers 3D LED, LCD, and LED TVs.

BPL

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BPL or British Physical Laboratories Group is an electronics organization based in India. It operates in different portals such as consumer appliances, health care products, and home

entertainment systems. It deals in LCD and CRT TVs.

Onida

Electronics

Vijay Mansukhani and GL Mirchandani started Onida during 1981 with its head offices in Mumbai. The company presently has almost 33 branch offices, 41 depots, and 208 customer relation centers across the country. It primarily offers LED, color, and LCD TVs.

Sanyo

Sanyo Electric Co Limited is a leading electronics organization and a Fortune 500 company. Its head offices are at Moriguchi in Osaka, Japan. The company mainly specializes in the middle markets and has more than 320 affiliates and subsidiaries. It primarily offers LCD and LED TVs in India.

Following are other television brands available in India:

Mitashi Micromax
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Sansui

Global sales of TVs fell in 2012 According to research firm IHS iSuppli, sales of TVs fell to 238.5 million in 2012, down from 254.6 million in 2011. In the most mature markets picture tube TVs have been largely replaced and especially Japan took a nosedive in 2012. 13.5 million fewer TVs were sold in Japan, which accounts for most of the global decline.

2013 is expected to be roughly on par with 2012 but growth will return in 2014 and 2015. In 2015, IHS expects consumers to buy as many TVs as in the record year of 2011.

- While some specific events contributed to the downturn of 2012, such as the fall of sales to the Japanese market, the decline reflects a fundamental slowdown in the television market, with liquid crystal display television (LCD TV) shipments falling for the first time ever. Although television shipments will stabilize in 2013 and growth will return in 2014, developed markets have become saturated with flat-panel televisions. says Tom Morrod from IHS.

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Ultra HD TVs are expected to bring back growth in the TV market from 2014

Ultra HD, OLED & sports events to turn the tide IHS iSuppli points to specific factors that are expected to bring back growth. They expect Ultra HD TVs to have a positive effect when people start replacing Full HD TVs in the coming years. They also expect OLED display technology and the World Cup in Brazil to have a positive effect.

TV manufacturers also have high hopes for internet-connected Smart TVs, which can access TV services over the internet. When
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more markets start to move TV services to the internet sales of Smart TVs could see a significant uptick.

IHS rounds of by saying that TV sales have declined slightly in USA and Western Europe. Regions such as Eastern Europe and China still see growth.

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MARKET SHARE

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SAMSUNG PROFILE

COMPANY

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COMPANY PROFILE OF SAMSUNG

Samsung Group is a South Korean multinational conglomerate company headquartered in Samsung Town, Seoul. It comprises numerous subsidiaries and affiliated businesses, most of them united under the Samsung brand, and is the largest South Korean chaebol (business conglomerate). Samsung was founded by Lee Byung-chul in 1938 as a trading company. Over the next three decades the group diversified into areas including food processing, textiles, insurance, securities and retail. Samsung entered the electronics industry in the late 1960s and the construction and shipbuilding industries in the mid-1970s; these areas would drive its subsequent growth.
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Following Lee's death in 1987, Samsung was separated into four business groups Samsung Group, Shinsegae Group, CJ Group and Hansol Group. Since the 1990s Samsung has increasingly globalized its activities, and electronics, particularly mobile phones and semiconductors, have become its most important source of income. Notable Samsung industrial subsidiaries include Samsung Electronics (the world's largest information technology company measured by 2012 revenues, and 4th in market value), Samsung Heavy Industries (the world's 2nd-largest shipbuilder measured by 2010 revenues) and Samsung Engineering and Samsung C&T (respectively the world's 13th and 36th-largest construction companies). Other notable subsidiaries include Samsung Life Insurance (the world's 14th-largest life insurance company), Samsung Everland (operator of Everland Resort, the oldest theme park in South Korea), Samsung Techwin (an aerospace, surveillance and defense company) and Cheil Worldwide (the world's 16th-largest advertising agency measured by 2011 revenues). Samsung has a powerful influence on South Korea's economic development, politics, media and culture, and has been a major driving force behind the "Miracle on the Han River". Its affiliate companies produce around a fifth of South Korea's total exports. Samsung's revenue was equal to 17% of the South Korea's $1,082 billion GDP. In 2013, Samsung began construction on building the world's largest mobile phone factory in the Thai Nguyen province of Vietnam.

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LG COMPANY PROFILE

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COMPANY PROFILE OF LG

LG Electronics is a South Korean multinational electronics company headquartered in Yeouido-dong, Seoul, and a member of the LG Group chaebol. The company operates its business through five divisions: Mobile Communications, Home Entertainment, Home Appliances, Air Conditioning, and Energy Solutions. It is the world's second-largest television manufacturer
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(after Samsung and Hitachi) and the world's fifth-largest mobile phone maker by unit sales in the second quarter of 2012 The company was originally established in 1958 as GoldStar, producing radios, TVs, refrigerators, washing machines, and air conditioners. The company has received some technical supports from Hitachi for many years, so it has a deep relation with Hitachi. The LG Group was formed through the merger of two Korean companies, Lucky and GoldStar, from which the abbreviation of LG was derived. The current "Life's Good" slogan is a backronym. Before the corporate name change to LG, household products were sold under the brand name of Lucky, while electronic products were sold under the brand name of GoldStar. In January 2009 LG was able to buy the domain name LG.com, for a price reportedly to be more than $100 million, placing it among the companies who own their two letter brand's domain name. In 1994, GoldStar gained sponsorship from The 3DO Company to make the first 3DO Interactive Multiplayer. In 1995, GoldStar was renamed LG Electronics, and acquired the US electronics company Zenith. LG Solar Energy is a subsidiary formed in 2007 to allow LG Chem to supply polysilicon to LG Electronics for production of solar cells. In 2008, LG took its first dive into the solar panel manufacturing pool, as it announced a preliminary deal to form a joint venture with Conergy. Under the deal, set to be completed by year's end, LG would acquire a 75 percent stake in Conergy's Frankfurt solar-panel plant. LG has produced camcorders called ARTCAM and DSLRs. By 2005, LG was a Top 100 global brand, and in 2006, LG recorded a brand growth of 14%. Its display manufacturing affiliate, LG Display, is now the world's largest plasma panel manufacturer. On December 5, 2012, the antitrust regulators of European Union fined LG Electronics and several other major companies for fixing prices of TV cathode-ray tubes in two cartels lasting nearly a decade.

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FACTOR INFLUENCING CONSUMER BEHAVIOUR OF SAMSUNG

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FACTORS INFLUENCING CONSUMER BEHAVIOUR OF SAMSUNG

Cultural Social Culture Sub-culture Social Class Personal Reference Groups Age & Life cycle Psychological stage Motivation Family Occupation Perception Income Learning Role & Statuses Lifestyle Beliefs & Personality Attitudes

Buyer

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PSYCHOLOGICAL FACTORS

1.PERCEPTION
It can be described as how we see the world around us Different sights,sounds, that an individual feel are known as stimuli, stimulus is provided by the company to differentiate their product from competitors product. In 2009, Samsung sold around 31 million flat-panel televisions, enabling to maintain the world's largest market share for a fourth consecutive year. In early 2010, the company had set the year's sales goal at 39 million units (including 10 million LED televisions). In March 2009, Samsung launched the "Finger-Slim" super-slim LED television. In 2009, the product sold around two million units. The company has led the flat-panel television market for the past five years with the 2006 introduction of its "Bordeaux" line, followed by the 2007 Bordeaux model, the 2008 "Crystal Rose" line, and the "Finger-Slim" in 2009. The company retained the leading position by successfully selling more than 1 million 3D televisions as of August 2010. Samsung launched its first full HD 3D LED television March 2010. Samsung had
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showcased the product at the 2010 International Consumer Electronics Show (CES 2010) held in Las Vegas. Samsung sold more than one million 3D televisions within six months of its launch. This is the figure close to what many market researchers forecast for the year's worldwide 3D television sales (1.23 million units). It also debuted the 3D Home Theater (HT-C6950W) that allows the user to enjoy 3D image and surround sound at the same time. With the launch of 3D Home Theater, Samsung became the first company in the industry to have the full line of 3D offerings, including 3D television, 3D Blu-ray play, 3D content, and 3D glasses.

2.LEARNINGS
A.Instinctive Learning: - Children acquired by watching adults(father/mother) after they have a understanding of the product by the usage of the product. It can help in proper use and understanding of the services. B.Learned Behaviour:- Adults can also learned use of offered services through advertisement, positive feedback from friends, window display and discount offered by Samsung especially during Diwali, Holi etc. Samsung is able to do a lot of promoting and advertising that smaller, less successful companies, may not be able to afford, such as
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television advertising and sponsoring lots of events that will be viewed or heard by large amounts of people in their chosen market segment (events such as music festivals and music awards are a goldmine for companies as they are viewed by millions of people worldwide). Adverts such as television and print adverts will be put into certain areas that they can attract their chosen market segment, Samsung tend to put a lot of their print adverts in magazines such as FHM and Loaded so they can appeal to all of their readers instead of a smaller percentage of the readers they would attract in magazines such as Lifestyle and Good Housekeeping.

3.BELIEFS & ATTITUDES

The belief & attitude about the services is that Samsung is a well known industry of our country which provide good quality services so it provides it a perfect services to their customers.

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4.MOTIVATION
The advertisement,positive feedback from friends etc gives a motivation to people of our country to which provide customer to buy the product .

PERSONAL FACTORS
1. AGE & LIFE CYCLE
The age and lifestyle of Target Market for Samsung TV is between 12-80 years. Who wants to use something different. The main target of Samsung is Teenagers and Business Class People

2.EDUCATION & OCCUPATION

.

3. INCOME
The income groups which are clearly illustrated are Upper income group ,Middle Income Group and Lower income
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group.For Upper Income Group the Samsung target product like LED,for middle class they target products like LCD.

4.PERSONALITY
Samsung has detailed many personality characteristics for its brand, but customer do not have to remember every characteristic. They do, however, have to remember the overall impression of the list of attributes, as you would when thinking about someone you have met. As the focus is on customer relationships, Samsungs personality is like a trusted friend. Building friendship and trust is at the heart of Samsung brand. And the human dimension created by the brand personality carries over into the positioning strategy for the brand

CULTURAL FACTORS

1.CULTURE

2.SUBCULTURE
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3.SOCIAL CLASS

SOCIAL FACTORS

1.REFERENCE GROUPS
The reference group shown is Priyanka Chopra who appeals the audience that it can be helpful to serve the needs of different age groups also with different knowledge.

2.ROLES & STATUS

An individual may participate in many groups has position within each group can be defined in terms of activites he is expected to perform. The product of Samsung is shown as a product for every status people. In the ad of Samsung Priyanka Chopra play their role to make to appeal the customers aware of the brand Samsung . As Samsung itself is a big brand so status is itself
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attached with it and they also different income group who carry different status along with them .

3.OPINION LEADERS
The decision of a consumer varies with the opinion of various people but no such factor is shown in this advertisement. The customers take opinion of friends who have brought the brand.

PURCHASE DECISION IN CONSUMER BEHAVIOUR

1. PROBLEM RECOGNITION
Need for television is recognized by customers. Also if customer found some problem with the television which he/she is using and he/she wants to switch to other brand

2. PRE PURCHASE

Internal

External

INTERNAL: - Since users of Samsung are of every ages group which help in recalls relevant information stored in his mind
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about all the mobile phone service providers available in the markets. Like: Samsung, Lg, Sony and so on.

EXTERNAL: - Needs and various facility use by other people or known ones. Personal Family members, friends and specially

neighbours suggestions played an important role. Commercial Advertisements , shopkeepers influence, etc played very important role before purchasing Samsung tvs.
Public Youth watching other Youth who were purchasing a

particular brand of mobile phone is also important.

3. EVALUATION OF ALTERNATIVES
When evaluating alternatives, consumers tend to use two types of information: List of player available from which they have to purchase. Criteria they will use to select a particular service providers for them.

4. PURCHASE DECISION
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In this stage individuals decides to purchase a particular service provider. Individuals purchases in following ways: They visit to a nearby retail outlet or company authorized dealers for knowing the services and offer provided by them.

5. POST PURCHASE DECISION

After availing the services if all the customers are satisfied then they go for reuse of same services If they were not satisfied then they switch over to other service provider. Also they inform others about their experience with services which they were using.

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FACTOR INFLUENCING CONSUMER BEHAVIOUR OF LG

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FACTORS INFLUENCING CONSUMER BEHAVIOUR OF LG

Cultural Social Culture Sub-culture Social Class Personal Reference Groups Age & Life cycle Psychological stage Motivation Family Occupation Perception Income Learning Role & Statuses Lifestyle Beliefs & Personality Attitudes

Buyer

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PSYCHOLOGICAL FACTORS

1.PERCEPTION
Different sights,sounds, that an individual feel are known as stimuli, stimulus is provided by the company to differentiate their product from competitors product. In contrast, LG has bombarded the market with different variants tweaked for regional and consumer tastes, from high-end televisions to cheaper low-end model. Consumer perception data from Brand Index shows that for the last quarter of 2012, LG has made some advances in consumer perception Research from the Mobile Youth Report highlights 3 characteristics of how LG brand is perceived by youth: 1) Youth say LG is reliable and affordable

2) Youth say LG has better features than other brands 3) Youth would buy LG for themselves and also recommend the brand to friends
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The Physical appearance of LG televisions is like any other brand & it has got Slim form factor , Lightweight Sturdy build, Multi-window mode is very cool , Screen has good viewing angles and Solid life. And it comes with excellent after sales service. .

2.LEARNINGS
a.Instinctive Learning: - Youth acquired by watching

Friends after they have a understanding of the product by the usage of the product. It can help in proper use and understanding of the services. b.Learned Behaviour:- Adults can also learned use of offered services through the advertisement,window display ,various discount available in Lg brand.

3.BELIEFS & ATTITUDES

The belief & attitude about the services is that Lg is a well known industry of our country which provide good quality services so it provides it a perfect services to their customers. Things play important role in beliefs & attitudes of Lg i.e. brand value, brand status and brand significance .All this
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three things have been the important factor for Lg for providing positive attitude towards the brand and retention of customers .

4. MOTIVATION
The advertisement gives a motivation to people of our country to buy the particular brand of LG televisions.

PERSONAL FACTORS

1.AGE & LIFE CYCLE

The age and lifestyle of Akshay Kumar that is being shown in the advertisement gives a message to the audience that Lg can provides better services also which can be able to connect for everyone at every moment of life. Also India, a youth oriented country so they target young population of the country.

2.EDUCATION & OCCUPATION

Both of the above things refines the need of an individual. Advertisement shows that Akshay Kumar has got a job in a city and due to which he was not able to connect with his loved ones but due to Lg he can connect with her loved ones.
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3.INCOME
The income groups which are clearly illustrated are lower income group , Upper income group and lower Income

group are those who spends more in order to get better services

4.PERSONALITY
The need of every individual varies in accordance with his/her personality. In advertisement it had been shown that Akshay Kumar can be able to meet the need of every one age group as per their requirement.

CULTURAL FACTORS
1. CULTURE

The culture that is shown is of the Indian society that Akshay Kumar takes care of family at every occasion

2. SUBCULTURE
In this Akshay Kumar is in touch with her mother and his loved ones everytime.
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3. SOCIAL CLASS
The social class that is shown is upper upper & lower upper

SOCIAL FACTORS

1.REFERENCE GROUPS
The reference group shown which appeals the audience that if it can be helpful this age then it can be definitely serve the needs of different ae groups also with different knowledge. Lg has different type of reference group they persuade the friends to buy the Lg brand.

2.ROLES & STATUS

An individual may participate in many groups has position within each group can be defined in terms of activites he is expected to perform. The LG product is shown as a Status symbol product for every status people.

3.OPINION LEADERS
The decision of a consumer varies with the opinion of various people but no such factor is shown in this advertisement. They ask from peers who have using Lg brand about the preference of Lg brand as they have experience about the brand Lg.
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PURCHASE DECISION IN CONSUMER BEHAVIOUR

1. PROBLEM RECOGNITION
Need for Lg mobile is recognized by customers. Also if customer found some problem with using Lg mobile then they can switch to other brands

2. PRE PURCHASE
At pre purchase stage two factors are important. Internal External

INTERNAL: - Since users of Lg mobile phone is every ages group which help in recalls relevant information stored in his mind about all the mobile phone service providers available in the markets. Like: Samsung, Panasonic, Sony and so on.

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EXTERNAL: - Needs and various facility use by other people or known ones. Personal Family members, friends and specially

neighbours suggestions played an important role. Commercial Advertisements, shopkeepers influence, etc played very important role before purchasing phone. Lg mobile

3. EVALUATION OF ALTERNATIVES.
When evaluating alternatives, consumers tend to use two types of information: List of player available from which they have to purchase. Criteria they will use to select a particular Lg television.

4. PURCHASE DECISION
In this stage individuals decides to purchase a particular Lg shop. Individuals purchases in following ways they visit to a nearby retail outlet or company authorized dealers for knowing the services and offer provided by them.

5. POST PURCHASE DECISION

After availing the services if all the customers are satisfied then they go for reuse of same services If they were not satisfied then they switch over to other service provider.

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 Also they inform others about their experience with services which they were using.

PRODUCT CATEGORIES
The product categories of Samsung are as follows Mobile phones Tablets TV/Audio/Video Camera Home Appliances PC/Peripherals Memory cards Product Category Mobile phones Market Share 21% Market size(units) 86.6 million 4.4 million 39 million 129 million 1.7 million+7 lakh 1.9 million
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Tablets 9.90% TV/Audio/Video 30% Camera Home Appliances PC/Peripherals 15%

24% 8%

Memory cards

42.40%

ROLE OF SAMSUNG IN EACH PRODUCT CATEGORY Mobile In the mobile phone category, Samsung has made sure to have a lengthy extension of its products starting from basic phones to the most advanced smartphones. In India the brand equity of Samsung is very high. About a decade back what was once dominated by the Nokia and Motorola have now been captured by Samsung. The brand ambassador for the company is Aamir Khan known for his integrity in the Bollywood industry. Amir Khan mainly promoted the hero series of mid-range phones. Later in 2009 Samsung launched its corby series which was believed to take the mobile phone market to a whole new level. Affordable cost multimedia combined with the mobile internet made customers go crazy after the product. The positioning of the corby series was perfectly made by targeting the youth segment of the country, which constituted more than half of the target group in the mobile phone segment. Instant updates on facebook and affordable touch screen phones added further value to the phones.
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In 2010 Samsung further raised the bar by introducing the galaxy series which took Samsung to higher end segment which was enjoyed only by APPLE. Ads were made targeting the customers of Apple. Most of the ads implicitly instigated customers to move from apple to Samsung. Samsung promised better feature at a lower cost.

Television In 2009, Samsung sold around 31 million flat-panel televisions, enabling to maintain the world's largest market share for a fourth consecutive year. In early 2010, the company had set the year's sales goal at 39 million units (including 10 million LED televisions). In March 2009, Samsung launched the "Finger-Slim" super-slim LED television. In 2009, the product sold around two million units. The company has led the flat-panel television market for the past five years with the 2006 introduction of its "Bordeaux" line, followed by the 2007 Bordeaux model, the 2008 "Crystal Rose" line, and the "Finger-Slim" in 2009. The company retained the leading position by successfully selling more than 1 million 3D televisions as of August 2010. Samsung launched its first full HD 3D LED television March 2010. Samsung had showcased the product at the 2010 International Consumer Electronics Show (CES 2010) held in Las Vegas. Samsung sold more than one million 3D televisions within six months of its launch. This is the figure close to what many market researchers forecast for the year's worldwide 3D television sales (1.23 million units). It also debuted the 3D Home Theater (HT-C6950W) that allows the user to enjoy 3D image and surround sound at the same time. With the launch of 3D Home
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Theater, Samsung became the first company in the industry to have the full line of 3D offerings, including 3D television, 3D Bluray play, 3D content, and 3D glasses. Smart televisions In 2007, Samsung introduced the Internet TV, enabling the viewer to receive information from the Internet while at the same time watching conventional television programming. Samsung later developed "Smart LED TV", (now renamed to "Samsung Smart TV") which additionally supports downloaded apps. In 2008, the company launched the Power Infolink service, followed in 2009 by a whole new Internet@TV. In 2010, it started marketing the 3D television while unveiling the upgraded Internet@TV 2010, which offers free (or for-fee) download of applications from its Samsung Apps store, in addition to existing services such as news, weather, stock market, YouTube videos, and movies. Samsung Apps offers for-fee premium services in a few countries including Korea and the United States. The services will be custom-tailored for each region. Samsung plans to offer family-oriented applications such as health care programs and digital picture frames as well as games. Camera After having successfully captured the mobile phone industry in India, Samsungs next big plan is to become the market leader in the camera segment. The market was valued at Rs 17.5 billion during the fiscal year 2010 and is expected to attain a CAGR of 43% to reach Rs 104.6 billion by 2015. There prevails a cut throat competition between the major players which includes Sony, Nikon, Kodak, Canon and more recently Samsung. The strategies followed in marketing the cameras sound similar to the
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strategies followed by Samsung in the mobile industry about a decade back. They have entered the industry by releasing 12 new digital cameras at the lower end which starts at Rs. 5000. They have understood the fact that 80% of the sales come from under Rs 10,000 segment. The high feature rich and affordable pricing makes Samsung products desirable. With the brand loyalty created by home appliances and mobile phones, Samsung was able to efficiently leverage on its secondary associations. Samsung took enough measures to understand the brand feelings among the customers. They efficiently differentiated its brand association between its lower end segment and the higher end segment. The lower end segment cameras were positioned among the middle class and upper middle class families. The emotion in the families was captured in the ads. On the other hand the higher end SLR cameras were positioned among the professionals and youth segment. Laptop/PC Samsungs entry into PC segment began by launching monitors. This was a huge success and even today many people prefer having a Samsung LCD monitor. But their entry into laptop segment was a bit late. Moreover their market share is also less. This clearly shows that Samsung has identified its key strength and decided to concentrate only on those rather than focussing in every segment. Tablet Samsung with the launch of Galaxy Tab series of tablets compete against the much stronger Apples I pad. But Samsungs tablets run on Android platform and the prices are also quite low when compared to its competitors. Samsung would definitely
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come up with further new innovations in this field as Microsoft has also entered the market with its launch of tablets which would further increase the rivalry. Home Appliances Samsung is also a leading manufacturer of many home appliances. Among them it leads in the microwave segment where there are no stiff competitions. Refrigerators and Washing machines are manufactured by Samsung. RESEARCH METHODOLOGY A questionnaire was created and was circulated to collect the responses. Apart from the questionnaire, the focus group discussions had during class was also used to collect responses to frame the key insight. Sample Size: 30 Male: 21; Female: 9

Age wise details

13%

<25 27% 60% 25-35 >35

DATA COLLEC TION

Differentiating factor
cutting edge technology 23% 33% Pushing through the dealers Affordable price 3% 40%

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Innovative design

Average satisfaction level: 3.7/5 BRAND ASSOCIATIONS

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MENTAL MAPPING

POINTS OF PARITY DIFFERENTIATION

AND

POINTS

OF

Samsung electronics produces consumer electronics in five categories , they are TVs and video /audio players , mobile phones, computers , cameras , home appliances . we have discussed the points of parity and points of differentiation of Samsung with its competitors in the following pages

TV/Video/audio players Samsung has become the company with the highest sales of TVs . They were the first to introduce 3D Led tvs .They have always had a head to head competitio n with sony in the TV segment. In the past few years Samsung has managed to become the leading producers of TV. Their possession of Samsung chip has also enabled them to come up with innovative
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products like the smart tv in response to sonys internet tv . They have been successful in integrating technology with electronics thus becoming the market leaders . they also have the advantage of manufacturing their TVS in their own factory while sony outsources the manufacturing Points of parity Both sony and Samsung give importance to innovation and picture quality . both had a tough competition introducing slim/ultraslim Tvs .sony introduced internet TV , while Samsung introduced smart TV . Samsung also introduced 3D LED tv Points of differentiation-samsung has 3 points of differentiation .First one was it tried to create an emotional connect with the Indian families. They wanted to project the TV as a member of family through advertisements that spoke about naming the TV . This campaign was specially developed for Indian audience because TV was considered to be integral part of every Indian middle class family.Another point of differentiation was providing more value for the money they pay . The third point of differentiation was design . their ad campaigns had tag lines like design that performs , dikhayiye acha , dikhiye aur bhi acha Overall positioning:- better quality and design , innovative features value for money , integral part of family

Home appliances:- Samsung has a variety of products under home appliances category . They include air conditioners, microwave oven , refridgerators ,washing machine , vacuum cleaners , etc . In india Samsung has tough competition from another south Korean company LG.

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Points of parity:- There are a lot of pops between Samsung and LG . Both concentrated on innovation and brought new technologies. LG bought innovation in the form of side by side door fridge , automatic doors for fridge ,health guard in AC , tallest cooler in fridge .while Samsung imtroduced innovation like s series compressor in AC,Digital inverted compressor that keeps food fresh for 7 days ,uniform cooling , FRUNCH new sound of freshness , bubble generator in washing machine ,biosleep :-ac sets temperature according to body temperature.Both concentrated on healthy lifestyle.LG s tag line itself is lifes good . while Samsung concentrates on keeping food fresh , pure air from ac , protection of soft clothes and other product benefits .

Points of differentiation:-samsung has a brand ambassador for its home appliances segment whereas LG doesnt have a brand ambassador . samsungs brand ambassador is priyanka chopra . having such a popular personality as a brand ambassador helps in keeping the brand in peoples memory .samsung also develops appliances specifically for Indian market . they have ACS designed specifically for Indian summer .washing machine that protects soft clothes like Indian cotton ,silk etc and also removes toughest of stains .microwave ovens campaign says way to his heart is through his stomach .The most important differentiation is that samsungs appliances are energy efficient and runs on less power hence gives 20% percent savings in electricity bill . This is specifically for india where Indian middle class segment is very much concerned about growing electricity bills .

Overall positioning:- healthy living , innovative product features , energy efficient hence cost saving
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Cameras:-Samsung is not a very big player in cameras segment but still its a popular brand . it has got tough competition from canon and sony. Cameras segment include handy cam , digital cameras . Points of parity:- Product features and innovation like super zoom , 270 degree wide angle shots in sony . better picture quality in canon . dual view and multi view cameras from Samsung Points of differentiation:- There is not many pods in this segment . all the companys are focused only on increasing the product features and innovation and samsung too does the same

Mobile phones:-samsung is one of the highest sellers of smart phones .it has a tough competition with apple . There is a tough competition between apples iphone and samsungs galaxy . In india Samsung has tough competition with nokia . it has also raced ahead of nokia .They used the possession of their own chip to their advantage and bought about lot of innovation Points of parity:- product features and innovation is a major point of parity.Nokia focuses on features like music player. And also on emotional connect with family , which Samsung does it with the guru phone . while apple focuses on innovation which Samsung does it with corby and galaxy phone Points of differentiation:-samsungs main point of differentiation is more features and better features for the money that you pay . they have the tag line sab kuch behtar hai for Samsung guru .they have aamir khan as their brand ambassador because his personality and image of a reliable superstar who can perform a variety of roles to perfection matches samsungs personality and
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positioning. Samsung guru was introduced as a competition to nokias 1100. It positions itself having better features than other lower end phones . they also used innovation as a point of differentiation , they were the first movers in smart phone segment in india by introducing corby and galaxy . Overall positioning:- better and innovative product features , value for money , affordable luxury

Laptops:- Samsung is an emerging player in laptops . Though it has its own chip , it uses intel chip in its laptop to be on par with the competitors . it has competition from dell and hp Points of parity :- The major points of parity is performance and style . Points of difference :- samsung laptops focus more on some basic needs of customer like light weightedness , longer battery life , safety in the form of spill proof keyboard , brighter screen Overall positioning :- samsung laptops have a better version of the consumers basic expectations from a laptop

Overall brand positioning of samsung All samsung products focus a lot on product benefits and features . They want to provide a variety of benefits and features from a single product Most important feature is the integration and use of technology in delivering the necessary value Innovation is also a key criteria .

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 All samsung products focus on value for money . one of their positioning is that of getting more than what you pay for . They also position themselves as better providers of the points of parity than their competitors POSITIONING STATEMENT OF SAMSUNG For every person who wants to get the maximum value for the price that they pay . The samsung electronics is an electronics firm that provides electronic goods that satisfy all your explicit and implicit needs more than your expectations . Unlike other electronic firms , our products are innovative , at the same time provides maximum value . on the whole its affordable luxury .

KEY INSIGHT Innovation with value Analysing the brand associations collated, it was observed that most of the consumer insights were touching upon the following dimensions of the brand: innovation, market leadership, design, performance, reliability and affordability. After many deliberations the group arrived at Innovation with Value as the key insight. The value factor adds significance to the innovation by creating solutions for the consumer and sales and revenue for the company. The key insight is validated even when tested with Brand Key elements as it goes hand in hand with the Brand Essence.
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1. 2. 3. 4. 5. 6. 7. 8.

Competitive Environment Target Consumer Insights Benefits Values and Personality Reasons to believe Discriminator Brand essence

Also when looked from the Brand Dynamics Pyramid perspective, the key insight seats Samsung at the highest pedestal of Bonded Brand Dynamics Pyramid 1. 2. 3. 4. 5. Awareness Relevance Performance Advantage Bonded

From the Brand Pyramid perspective Also the key insight with the use of with value (to consumers) addresses the top of the Brand Pyramid:- Relationships On doing a mental mapping within the group and by placing brand associations from the survey, Samsung comes first.

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DATA ANALYSIS

DATA ANALYSIS

Ques 1:- Do you currently own a television?

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a) Yes b) No

PERCENTAGE OF PEOPLE OWNING TELEVISION

YES NO

27%

73%

Ques 2:-Why are you using this product? a.Services b.Brand ambassador c.Offers d.Brand Image
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USAGE OF BRAND
Services Brand Ambassador Offers Brand Image

10% 41%

23%

26%

Ques 3 Approximately how many hours per day do you spend your television? a. Less than 1 hour b. 1-2 hours
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c. 2-3 hours d. 3-4 hours e. 4+ hours

USAGE OF TELEVISION

10% 40% 12% 18% 20%

LESS THAN 1 HOUR 1-2 HOURS 2-3 HOURS 3-4 HOURS 4+ HOURS

Ques 4:-How do you rate your television in terms of Service? a.Good b.Very good c.Satisfactory
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d.Excellent

RATING OF SMARTPHONE IN TERMS OF SERVICES

16 14 12 10 8 6 4 2 0

Good

Very Good

Satisfactory

Excellent

Ques5. For what purposes do you use your television the most? Please circle all that apply. a. Texting g. News
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b. Games h. Sports c. Weather i. Shopping d. Social Networking j. Music k. Surfing the web f. Productivity (calendars, etc.)

PURPOSE OF USING SMARTPHONE

25 20 15 10 5 0

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FINDINGS

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FINDINGS
Some of the findings are as follows: Both Samsung & LG targets upper, medium & lower class of the society, but LGs TV are more affordable for the lower & middle class India is one of the fastest growing markets for TV sets & people have been willing to spend lavishly on innovative TV technology like UHD TV. The mentality of the people has been changing & they are preferring to buy TV from chain stores like E-zone, Reliance retail etc. for better service & experience Brand ambassadors played a very important role in making product familiar in the society.

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RECOMMENDATION

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RECOMMENDATION
Some of recommendation are as follows 1. Samsung is successful in grabbing the highest market share in India, but there are still some recommendations my study point of view is that LG has to increase their advertisements through print media.

2.People are showing more interest to buy Samsung over Lg.

3.Lg company is not concentrating on other types of advertising media.

4.Lg should focus their strategy to create or attract loyal customers which can be done through delivering a high quality products, this will result in establishing a long term commitment with loyal customers who will not switch easily to another brand, compared to non-loyal customer who can switch easily. This will lead in increasing the sales volume of Lg and would give that brand the chance to present its television in the market with a premium price.

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5.In the aspect of brand awareness, it is recommended that Lg and Samsung should embark on intensive campaign to create stronger brand awareness and brand image

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CONCLUSION

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CONCLUSION
Some of conclusion as follows: 1. Samsung is ahead its competitors as far as customer service and availability is concern. 2. Samsung Offers attract more to it customers. 3. Most the respondent have liked the advertisement of Samsung. 4. Lg has to take Samsung by increasing its services and distribution channels 5. Customer choose television on the basis of its brand. The brand loyalty is high among Samsung users; hence Samsung has a strong brand preference over Lg. 6. Brand identity for each of this dimension Sony score consistently higher than Samsung. 7. Another comparison between Samsung and Lg televisions in the dimension of perceived quality scores Samsung

televisions is higher than Lg owing to the fact that Samsung is innovative than lgs perceived quality and so is the score for loyalty.

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8. People chose brands that reflect their personality, hence their brand preference between Lg and Samsung are based on the television brand that reflect their personality. This shows how important brand personality is in the television industry. 9. The finding also reveals that one of the prime reasons why Samsung has higher brand equity and brand identity lies on the fact that, Samsung builds it strong brand through reinforcing the various component of it brand equity and brand identity. The brand equity concept which comprise of brand loyalty, brand awareness, perceived quality, brand associations brand assets. It reinforces the brand equity and brand identity by delivering a high perceive quality product, creating high brand awareness, through celebrity

endorsement, brand association, attracting loyal customers.

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ANNEXURE

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QUESTIONNAIRE
Ques 1:- Do you currently own a television? a.Yes b.No Ques 2:- Which Brand you, prefer most? a.Samsung b.Lg c. Sony d.Panasonic e.Others Ques 3:-Why are you using this product? a.Services b.Brand ambassador c.Offers d.Brand Image Ques 4 Approximately how many hours per day do you spend your television? a. Less than 1 hour b. 1-2 hours c. 2-3 hours d. 3-4 hours e. 4+ hours

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Ques 5:-How do you rate your television in terms of Service? a.Good b.Very good c.Satisfactory d.Excellent Ques6. For what purposes do you use your smartphone the most? Please circle all that apply. a. Texting b. Games c. Weather d. Social Networking k. Surfing the web f. Productivity (calendars, etc.) Ques. 7 Any Suggestion ? g. News h. Sports i. Shopping j. Music

Name. Age. Mobile number..

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BIBLIOGRAPHY

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BIBLIOGRAPHY
WWW.SAMSUNG.COM WWW.LG.COM WWW.WIKIPEDIA.COM WWW.GOOGLE.CO.IN WWW.YAHOO.COM WWW.FACEBOOK.COM

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