Training Report

On

Marketing mix of

Submitted in partial fulfilment of degree in the requirement of

BACHLOR OF BUSINESS ADMINISTRATION – GENERAL

(BBA-G)

MAHARSHI DAYANAND UNIVERSITY, ROHTAK

Session 2016-2019

SUBMITTED TO: SUBMITTED BY:-

Controller Of Examination ABDUL SAMAD

Md University (Rohtak) BBA (G) 5th Sem
Roll No-
Regn No. 1611030028

D.A.V INSTITUTE OF MANAGEMENT

NH-3, NIT, FARIDABAD

 Acknowledgement

I wish to express my heartfelt appreciation to many have contributed to this project, both
explicitly and implicitly. This is my privilege to express my deep felt gratitude to Mr.
R.K.Tandan G.M. for providing me the opportunity to undertake my training project at
marketing department of SAMSUNG CO. LTD.

I want to express special thank to Mrs NISHA SINGH for her guidance.

I have a deep intellectual debt to the numerous people who, through their varied contributions,
have greatly improved my understanding of various issues related to my projects I am thankful to
the members of the SAMSUNG CO. LTD. for sharing their insight sand experiences with me.

I owe enormous intellectual debt towards my guide Mrs. NISHA who has augmented my
knowledge in the field of Marketing .she has helped me to learn about the process and given me
valuable insight in the field of market research.

I would like to extend my heart filled gratitude to, Mr. DEEPAK SHARMA whose directions
& valuable inputs kept me motivated and inspired to keep working towards the objectives of the
study.
I would like to thanks my parents, without whose cooperation, my study would not have been
completed.
I would like to thanks all respondents, without whose cooperation, my study would not have
been not complete.
Last but not the last, I feel indebted to all the people and the organizations that have provided
help directly, in successful completion of my study.

ABDUL SAMAD
 PREFACE

This training report is the result of my training in marketing Department of SAMSUNG CO.
Ltd, in Faridabad”. Training is an integral part of BBA –General course and aims at providing a
firsthand exercise of the industry to the students. This practical experience helps the students to
view the real business world closely, which in turn widely influences their conceptions and
perceptions.

I was really fortunate to get an opportunity to my training in a reputed, well established, fast
growing and professionally managed organization.

This training report was assigned to collect information about the Marketing information in the
organization. I had personally getting the information. It gave me a great deal of exposure and I
found the practical work totally different from theoretical work.

The experience that I have got during this period has given me with a orientation which I believe
will help me to shoulder any task successfully in near future. I have tried my best to arrange my
work in a systematic and chronological way. However to cover detailed information of the
organization in such a short period was impossible. To despite the inherent shortcoming of the
study, a genuine attempt was made on my part to see that the study was carried out in the right
respective.
 INDEX

SR .NO. CHAPTER PAGE NO

1. INTRODUCTION TO THE TOPIC

2. COMPANY PROFILE

3. REVIEW OF LITERATURE

RESEARCH METHODOLOGY

4.  OBJECTIVES OF THE STUDY

 RESEARCH DESIGN
 SCOPE OF THE STUDY
 LIMITATION

5. DATA ANALYSIS & INTERPRETATION

6. CONCLUSION & SUGGESTIONS

7. BIBLIOGRAPHY

ANNEXURE

8.  QUESTIONNAIRE
 CHAPTER 1

INTRODUCTION
TO THE TOPIC
 INTRODUCTION TO THE TOPIC

Marketing is the process by which companies create customer interest in goods or services. It
generates the strategy that underlies sales techniques, business communication, and business
development. It is an integrated process through which companies build strong customer
relationships and create value for their customers and for themselves. Marketing is an ongoing
communications exchange with customers in a way that educates, informs and builds a
relationship over time. The over time part is important because only over time can trust be
created. With trust, a community builds organically around products and services and those
customers become as excited about the products as you are they become advocates, loyal
evangelists, repeat customers and often, friends. Marketing is a really great way to identify what
grabs people and gets them excited about your brand and give it to them, involve them in the
process, and yeah, the best part, build great friendships in the process. Marketing is traditionally
the means by which an organization communicates to, connects with, and engages its target
audience to convey the value of and ultimately sell its products and services. However, since the
emergence of digital media, in particular social media and technology innovations, it has
increasingly become more about companies building deeper, more meaningful and lasting
relationships with the people that they want to buy their products and services. The ever-
increasingly fragmented world of media complicates marketers’ ability connect and, at the same,
time presents incredible opportunity to forge new territory.

MARKETING MIX

The marketing mix refers to the set of actions, or tactics, that a company uses to
promote its brand or product in the market. The 4Ps make up a typical marketing
mix - Price, Product, Promotion and Place. However, nowadays, the marketing mix
increasingly includes several other Ps like Packaging, Positioning, People and even
Politics as vital mix elements.

WHAT ARE 4 P’s IN MARKETING?

 Product – The first of the Four Ps of marketing is product. A product can be either a tangible
good or an intangible service that fulfills a need or want of consumers. Whether you sell
custom pallets and wood products or provide luxury accommodations, it’s imperative that you
have a clear grasp of exactly what your product is and what makes it unique before you can
successfully market it.

 Price – Once a concrete understanding of the product offering is established we can start
making some pricing decisions. Price determinations will impact profit margins, supply,
demand and marketing strategy. Similar (in concept) products and brands may need to be
positioned differently based on varying price points, while price elasticity considerations may
influence our next two Ps.

 Promotion – We’ve got a product and a price now it’s time to promote it. Promotion looks at
the many ways marketing agencies disseminate relevant product information to consumers
and differentiate a particular product or service. Promotion includes elements like:
advertising, public relations, social media marketing, email marketing, search engine
marketing, video marketing and more. Each touch point must be supported by a well
positioned brand to truly maximize return on investment.

 Place – Often you will hear marketers saying that marketing is about putting the right
product, at the right price, at the right place, at the right time. It’s critical then, to evaluate
what the ideal locations are to convert potential clients into actual clients. Today, even in
situations where the actual transaction doesn’t happen on the web, the initial place potential
clients are engaged and converted is online.
CHAPTER – 2
COMPANY
PROFILE
 COMPANY’S PROFILE

Samsung Electronics Co., Ltd. is the chief subsidiary of South Korea's giant Samsung Group and
the largest electronics producer in Asia. Samsung Electronics operates four main divisions
including Digital Media, Semiconductors, Information & Communications, and Home
Appliances. The company sells televisions, video, and audio equipment; computers and related
products; phones, cellular phones, and fax machines; home appliances; semiconductors;
network-related products; factory automation products; fiberoptics products; closed circuit
security products; motors and compressors; and solar energy systems. In 2000, Samsung
Electronics held the leading market position in the code division multiple access (CDMA)
Handset, DRAm, SRAM and color monitor markets.

Early History of Samsung Group

Samsung Electronics was created in 1969 as a division of the mammoth Korean chaebol
Samsung Group. The unit was established as a means of getting Samsung into the burgeoning
television and consumer electronics industry. The division's first product was a small and simple
black-and-white television that it began selling in the early 1970s. From that product, Samsung
Electronics gradually developed a diverse line of consumer electronics that it first sold
domestically, and later began exporting. The company also began branching out into color
televisions, and later into a variety of consumer electronics and appliances. By the 1980s,
Samsung was manufacturing, shipping, and selling a wide range of appliances and electronic
products throughout the world.

Although the rapid growth of Samsung Electronics during the 1970s and early 1980s was
impressive, it did not surprise observers who were familiar with the Samsung Group, which was
founded in 1938 by Byung-Chull Lee, a celebrated Korean entrepreneur. Lee started a small
trading company with a $2,000 nest egg and 40 employees. He called it Samsung, which means
'three stars' in Korean. The company enjoyed moderate growth before the Communist invasion in
1950 forced Lee to abandon his operations in Seoul. Looting soldiers and politicians on both
sides of the conflict diminished his inventories to almost nothing. With savings contributed by
one of his managers, Lee started over in 1951 and within one year had grown his company's
assets 20-fold.

Lee established a sugar refinery in 1953, a move that was criticized at the time because sugar
could be easily obtained through American aid. But for Lee, the act was important because it was
the first manufacturing facility built in South Korea after the Korean War. From sugar, wool, and
other commodity businesses, Lee moved into heavier manufacturing. The company prospered
under Lee's philosophy of making Samsung the leader in each industry he entered.

From manufacturing, Samsung moved into various service businesses during the 1960s,
including insurance, broadcasting, securities, and even a department store. Lee experienced
several major setbacks during the period. For example, in the late 1960s, shortly before Samsung
Electronics was created, Lee was charged with an illegal sale of about $50,000 worth of goods.
The charges turned out to be the fabrication of a disgruntled government official to whom Lee
had refused to pay a bribe. Nevertheless, one of Lee's sons was arrested and Lee was forced to
donate a fertilizer plant to the government to win his release. Despite that and other problems,
Samsung continued to flourish. Indeed, by the end of the 1960s the conglomerate was generating
more than $100 million in annual revenues.

Shortly after Lee's son was arrested, Lee decided to break into the mass communication industry
by launching a radio and television station, as well as by manufacturing televisions and
electronic components through the Samsung Electronics division. The industry was dominated at
the time by several U.S. and European manufacturers, and some Japanese companies were
beginning to enter the industry. Nevertheless, Lee was confident that Samsung could stake its
claim on the local market and eventually become a global contender. During the early 1970s, the
company invested heavily, borrowed and coaxed technology from foreign competitors, and drew
on its business and political connections to begin carving out a niche in the consumer electronics
industry. In addition to televisions, Samsung branched out into other consumer electronics
products and appliances.

Government Involvement during the 1970s

Samsung Electronics' gains during the 1970s were achieved with the assistance of the national
government. During the 1950s and 1960s, Samsung and other Korean conglomerates struggled
as the Rhee Sung man administration increasingly resorted to favoritism and corruption to
maintain power. Student revolts in the 1960s finally forced Rhee into exile. The ruling party that
emerged from the ensuing political fray was headed by military leader Park Chung-Hee. His
regime during the 1960s and 1970s was characterized by increasing centralization of power, both
political and industrial, as his government was obsessed with economic growth and development.
So, while Park was widely criticized for his authoritarian style, his government is credited with
laying the foundation for South Korea's economic renaissance.
To develop the economy rapidly, Park identified key industries and large, profitable companies
within them. The government worked with the companies, providing protection from
competition and financial assistance as part of a series of five-year national economic growth
plans. By concentrating power in the hands of a few giant companies (the chaebols), Park
reasoned, roadblocks would be minimized and efficiencies would result. Between 1960 and
1980, South Korea's annual exports surged from $33 million to more than $17 billion.

Samsung Electronics and the entire Samsung chaebol were beneficiaries of Rhee's policies.
Several countries, including Japan, were barred from selling consumer electronics in South
Korea, eliminating significant competition for Samsung. Furthermore, although Samsung
Electronics was free to invest in overseas companies, foreign investors were forbidden to buy
into Samsung. As a result, Samsung was able to quickly develop a thriving television and
electronics division that controlled niches of the domestic market and even had an edge in some
export arenas.

During the 1970s and 1980s, Samsung Group created a number of electronics-related divisions,
several of which were later grouped into a single entity known as Samsung Electronics Co., Ltd.
Samsung Electron Devices Co. manufactured picture tubes, display monitors, and related parts.
Samsung Electro-Mechanics Co. made VHF and UHF tuners, condensers, speakers, and other
gear. Samsung Corning Co. produced television glass bulbs, computer displays, and other
components. Finally, Samsung Semiconductor & Telecommunications Co. represented Samsung
in the high-tech microchip industry. Rapid growth in those industries, combined with savvy
management, allowed the combined Samsung Electronics Co., Ltd., to become Samsung Group's
chief subsidiary by the end of the 1980s.

Entering the Semiconductor Market: Late 1970s to Early 1980s

Samsung's entry into the semiconductor business was pivotal for the company. Lee had
determined in the mid-1970s that high-tech electronics was the growth industry of the future, and
that Samsung was to be a major player. To that end, he formed Samsung Semiconductor and
Telecommunications Co. in 1978. To make up for a lack of technological expertise in South
Korea, the South Korean government effectively required foreign telecommunications equipment
manufacturers to hand over advanced semiconductor technology in return for access to the
Korean market. This proved crucial for Samsung, which obtained proprietary technology from
Micron of the United States and Sharp of Japan in 1983. Utilizing its newly acquired knowledge,
Samsung became the first Korean manufacturer of low-cost, relatively low-tech, 64-kilobit
dynamic random access memory (DRAM) chips.
Shortly after introducing its 64K chip, Samsung teamed up with some Korean competitors in a
research project that was coordinated by the government Electronics and Telecommunications
Research Institute. The result was a 1-megabit DRAM (and later a 4-megabit DRAM) chip.
During the middle and late 1980s, Samsung parlayed knowledge from the venture to become a
significant supplier of low-cost, commodity-like DRAM chips to computer and electronics
manufacturers throughout the world. Meanwhile, its other electronics operations continued to
grow, both domestically and abroad. Samsung opened a television assembly plant in Portugal in
1982 to supply the European market with 300,000 units annually. In 1984, it built a $25 million
plant in New York that could manufacture one million televisions and 400,000 microwave ovens
per year. Then, in 1987, it opened another $25 million facility in England with capacity for
400,000 color televisions, 300,000 VCRs, and 300,000 microwave ovens.

Focus on Electronics and Research and Development: Late 1980s to Early 1990s

Sales at Samsung Group grew more than 2.5 times between 1987 and 1992. More important,
Samsung drew from potential profit gains to more than double research and development
investments as part of Kun-Hee Lee's aggressive bid to make Samsung a technological leader in
the electronics, semiconductor, and communications industries. Besides partnering with U.S. and
Japanese electronics companies, Samsung Electronics acquired firms that possessed important
technology, including Harris Microwave Semiconductors and Integrated Telecom Technologies.
In 1993, Kun-Hee Lee sold off ten of Samsung Group's subsidiaries, downsized the company,
and merged other operations to concentrate on three industries: electronics, engineering, and
chemicals.

Under the leadership of chief executive Kim Kwang-Ho, Samsung Electronics took the
microchip world by storm when it introduced its 4-megabit DRAM chip in 1994. Sales of that
chip helped to push Samsung's sales from $10.77 billion in 1993 to $14.94 billion in 1994.
Profits, moreover, spiraled from $173,000 to nearly $1.3 billion. In addition, Samsung had
staged a bold grab for domestic market share in 1995 by slashing prices for consumer electronics
and home appliances by as much as 16 percent and had wowed industry insiders when it
unveiled an advanced thin-film-transistor liquid-crystal display (TFT-LCD) screen--used for
laptop computers--at a world trade show in Japan.

Samsung Electronics' rapid rise and technical achievements put the company in the spotlight in
the semiconductor industry. Its 4-megabit chip, in fact, had made it the leading global producer
of DRAM chips by early 1995. Furthermore, Samsung Electronics was increasing its investment
in development still further, as evidenced by a $2.5 billion outlay to develop a 64-megabit
DRAM chip by 1998. In December of 1995, development on the world's first 1-gigabit
synchronous DRAM chip was also in the works. Exports for the year increased to more than $10
billion

Chronology
 Key Dates:

 1969: Samsung Electronics is established.

 1971: The Company exports its first black-and-white television to Panama.
 1978: Samsung Group enters the semiconductor market by forming Samsung
Semiconductor and Telecommunications Co.
 1983: The Company enters the personal computer market.
 1984: The firm officially adopts the name Samsung Electronics Co., Ltd.
 1988: Samsung Electronics and Samsung Semiconductor merge.
 1992: The Company develops the world's first 64M DRAM.
 1994: Sales increase after the 4-megabit DRAM chip is developed.
 1995: Exports reach $10 billion.
 1997: The Company battles the Asian economic crisis.
 1999: The firm undergoes a major restructuring, and profits reach $2.4 billion.
 2000: Sales reach $26 billion and net profits climb to $4.7 billion.

Product range of the company includes:

 Refrigerator
 Washing Machine
 Air Conditioner
 Microwave
 Mobiles
 Laptops

Slogans for Samsung

 Samsung, For Today and Tomorrow (1993–2002)

 Samsung, Imagine (2002–2007)
 Samsung, Next Is What? (2007-2010)
 Samsung, Turn On Tomorrow (2010–2013)
 Samsung, The Next Is Now
 Samsung, The Next Big Thing is Here (2013–present)
 Growth rate of company’s income
Growth Rates of WHR's Income

WHR Operating Income Growth Rates S&P

Company Industry Sector
Comparisons 500

Y / Y Operating Income Change (Q2 MRQ) 34.07 % 5.68 % 40.89 % 15.88 %

Seq. Operating Income Change (Q2 MRQ) 29.33 % 20.35 % 18 % 37.81 %

Y / Y Operating Income Growth (Q2 TTM) 13.93 % - 13.05 % -26.73 %

Seq. Operating Income Growth (Q2 TTM) 7.35 % 13.27 % 4.61 % -4.56 %

135.54
Operating Income 5 Year Avg. Change 4.98 % 6.35 % 39.01 %
%

WHR Net Income Growth Rates Comparisons Company Industry Sector S&P 500

Y / Y Net Income Growth (Q2 MRQ) 84.86 % 11.01 % -2.59 % -5.13 %

Q / Q Net Income Growth (Q2 MRQ) 119.23 % 46.86 % 65.62 % 14.57 %

Y / Y Net Income Change (Q2 TTM) 29.06 % - 13.91 % -48.56 %

Seq. Net Income Change (Q2 TTM) 20.13 % 11.55 % 7.88 % -11.7 %

Net Income 5 Year Avg. Growth 4.81 % 10.49 % 146.65 % 49.42 %

Samsung’s award winning products for 2016 include:

 Samsung’s KS9500 Series Curved SUHD TV, the World’s First Bezel -Less Curved
TV, earned Reviewed.com’s 2016 Editors’ Choice award, HD Guru’s CES Top Picks
award and TechRadar’s Best of CES award

 Samsung’s 4-Dour Flex Refrigerator with Family Hub received more than eight
awards, including Reviewed.com’s 2016 Editors’ Choice award, Men’s Health Best of
CES, Tom’s Guide Best of CES for Best Smart Home Device and Mashable’s Best
Tech of CES award

 Samsung’s Front Load Washer with AddWash collected the Reviewed.com Editors’
Choice award

 Samsung’s Galaxy TabPro S garnered more than 10 wins, including Digital Trends
Top Tech of CES, TechRadar’s Best of CES award, Engadget’s Best of CES finalist,
PCMag’s Best of CES in the Tablet category and TechnoBuffalo’s Best of CES award

 Samsung’s new ultra-lightweight Notebook 9 was named to TechnoBuffalo’s Best of

CES and Pocket-Lint’s Best Laptops and Tablets of CES lists

 Samsung’s palm-sized Portable SSD T3 received the Techlicious Best of CES award
CHAPTER-3
REVIEW OF
LITERATURE
 REVIEW OF LITERATURE

In today's very competitive marketplace SAMSUNG has a strategy that insures a consistent
approach to offering your product or service in a way that will outsell the competition is critical.
However, in concert with defining the marketing strategy one must also have a well - defined
methodology for the day-to-day process of implementing it. It is of little value to have a strategy
if you lack either the resources or the expertise to implement it. There are two major components
of marketing strategy:

 How the enterprise will address the competitive marketplace

 How will it implement and support day-to-day operations.

In the process of creating a marketing strategy whirlpool considers all the relevant factors. Each
strategy must address some unique considerations; it is not reasonable to identify every
important factor at a generic level. However, many are common to all marketing strategies.

MARKETING

“Marketing is an ongoing process of planning and executing the marketing mix (Product, Price,
Place, Promotion often referred to as the 4 P’s) for products, services or ideas to create exchange
between individuals and organizations.

Marketing tends to be seen as a creative industry, which includes advertising, distribution and
selling. It is also concerned with anticipating the customer’s future needs wants, which are often
discovered through market research

Essentially, marketing is the process of creating or directing an organization to be successful in

selling a product or service that people not only desire, but are willing to buy.

Therefore good marketing must be able to create a “proposition” or set of benefits for the end
customer that delivers value through products or services.

Marketing is the process by which companies create customer interest in goods or services. It
generates the strategy that underlies sales techniques, business communication, and business
development. It is an integrated process through which companies build strong customer
relationships and create value for their customers and for themselves. Marketing is an ongoing
communications exchange with customers in a way that educates, informs and builds a
relationship over time. The over time part is important because only over time can trust be
created. With trust, a community builds organically around products and services and those
customers become as excited about the products as you are they become advocates, loyal
evangelists, repeat customers and often, friends. Marketing is a really great way to identify what
grabs people and gets them excited about your brand and give it to them, involve them in the
process, and yeah, the best part, build great friendships in the process. Marketing is traditionally
the means by which an organization communicates to, connects with, and engages its target
audience to convey the value of and ultimately sell its products and services. However, since the
emergence of digital media, in particular social media and technology innovations, it has
increasingly become more about companies building deeper, more meaningful and lasting
relationships with the people that they want to buy their products and services. The ever-
increasingly fragmented world of media complicates marketers’ ability connect and, at the same,
time presents incredible opportunity to forge new territory.

Marketing as “the science and art of exploring, creating, and delivering value to satisfy the
needs of a target market at a profit. Marketing identifies unfulfilled needs and desires. It defines
measures and quantifies the size of the identified market and the profit potential. It pinpoints
which segments the company is capable of serving best and it designs and promotes the
appropriate products and services.”

Marketing is used to identify the customer, to keep the customer, and to satisfy the customer.
With the customer as the focus of its activities, it can be concluded that marketing management
is one of the major components of business management. Marketing evolved to meet the stasis in
developing new markets caused by mature markets and overcapacities in the last 2-3 centuries.
The adoption of marketing strategies requires businesses to shift their focus from production to
the perceived needs and wants of their customers as the means of staying profitable.

Concept of Marketing
“Marketing” is an instructive business domain that serves to inform and educate target markets
about the value and competitive advantage of a company and its products.

“Value” is worth derived by the customer from owning and using the product.

“Competitive Advantage” is a depiction that the company or its products are each doing
something better than their competition in a way that could benefit the customer.

The goal of marketing is to build and maintain a preference for a company and its products with
the target markets. The goal of any business is to build mutually profitable and sustainable
relationships with its customers. While all business domains are responsible for accomplishing
this goal, the marketing domain bears a significant share of the responsibility.

Within the larger scope of its definition, marketing is performed through the actions of three
coordinated disciplines named: “Product Marketing”, “Corporate Marketing”, and “Marketing
Communications”.

Marketing Concept rest on 4 pillars:-

 Target Market
 Customer Needs
 Integrated Marketing
 Profitability

MARKETING MIX STRATEGY

A marketing strategy is a process that can allow an organization to concentrate its limited
resources on the greatest opportunities to increase sales and achieve a sustainable competitive
advantage. A marketing strategy should be centered around the key concept that customer
satisfaction is the main goal.
Marketing research is the function that links the consumer, customer, and public to the marketer
through information - information used to identify and define marketing opportunities and
problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and
improve understanding of marketing as a process. Marketing research specifies the information
required to address these issues, designs the methods for collecting information, manages and
implements the data collection process, analyzes, and communicates the findings and their
implications.

If the company has obtained an adequate understanding of the customer base and its own
competitive position in the industry, marketing managers are able to make their own key
strategic decisions and develop a marketing strategy designed to maximize the revenues and
profits of the firm. The selected strategy may aim for any of a variety of specific objectives,
including optimizing short-term unit margins, revenue growth, market share, long-term
profitability, or other goals.

To achieve the desired objectives, marketers typically identify one or more target customer
segments which they intend to pursue. Customer segments are often selected as targets because
they score highly on two dimensions: 1) The segment is attractive to serve because it is large,
growing, makes frequent purchases, is not price sensitive (i.e. is willing to pay high prices), or
other factors; and 2) The company has the resources and capabilities to compete for the
segment's business, can meet their needs better than the competition, and can do so profitably.
fact, a commonly cited definition of marketing is simply "meeting needs profitably."

The implication of selecting target segments is that the business will subsequently allocate more
resources to acquire and retain customers in the target segment(s) than it will for other, non-
targeted customers. In some cases, the firm may go so far as to turn away customers who are not
in its target segment. The doorman at a swanky nightclub, for example, may deny entry to
unfashionably dressed individuals because the business has made a strategic decision to target
the "high fashion" segment of nightclub patrons.
 TYPES OF STRATEGIES

Marketing strategies may differ depending on the unique situation of the individual
business. However there are a number of ways of categorizing some generic strategies. A
brief description of the most common categorizing schemes is presented below:
 Strategies based on market dominance- In this scheme, firms are classified based on
their market share or dominance of an industry. Typically there are three types of market
dominance strategies:

 Leader

 Challenger

 Follower

 Porter generic strategies- Strategy on the dimensions of strategic scope and strategic
strength. Strategic scope refers to the market penetration while strategic refers to the
firm’s sustainable competitive advantage.

 Market Segmentation

 Innovation Strategies- This deals with the firm’s rate of the new product development
and business innovation model innovation. There are three types:

 Pioneers

 Close followers

 Late followers

 Growth Strategies-In this scheme we ask the question, “How should the firm
grow?”There are a number of different ways of answering that question. But the most
common gives four answers:

 Horizontal integration

 Vertical integration
  Diversification

 Intensification

A more detailed scheme uses the categories:

 Prospector

 Analyzer

 Defender

 Reactor

 Marketing warfare strategies- This scheme draws parallels between marketing

strategies and military strategies.

Two levels of marketing mix

Strategic marketing: Attempts to determine how an organization competes against its

competitors in a market place. In particular, it aims at generating a competitive advantage
relative to its competitors.

Operational Marketing: Executes marketing functions to attract and keep customers and to
maximize the value derived for them, as well as to satisfy the customer with prompt services and
meeting the customer expectations. Operational Marketing includes the determination of the
porter’s five forces.

Marketing Strategy Planning Process:

marketing strategy requires decisions about the specific customers the firm will target and the
marketing mix the firm will develop to appeal to that target market. We can organize the many
marketing mix decisions (review Exhibit 2Ð8) in terms of the four PsÑProduct, Place,
Promotion, and Price. Thus, the “final” strategy decisions are represented by the target market
surrounded by the four Ps. However, the idea isn’t just to come up with some strategy. After all,
there are hundreds or even thousands of combinations of marketing mix decisions and target
markets (i.e., strategies) that a firm might try. Rather, the challenge is to zero in on the best
strategy.

Four great marketing strategies

According to estimates by the Rural Marketing Agencies Association of India, the total budget
for rural marketing is only about Rs 500 crore (Rs 5 billion), compared to the over Rs 13,000
crore (Rs 130 billion) allotted to mass media.

This is grossly inadequate to cover the huge potential for different products in rural markets. Of
course, clients' reluctance to spend big money for bigger results in rural markets is because there
are no standard performance yardsticks for judging the efficacy of the rural marketing efforts.

The TRPs and NRS/IRS data help you determine the efficacy of TV and press marketing. But
there is no study to tell you what is the ideal cost per contact or what is the ideal number of
eyeballs or footfalls for different rural activities. But only consider the huge successes of some
regional brands, especially in the FMCG sector, which are giving the multinationals a run for
their money.

What did these products do that was so different? Most of them identified a segment that was
vacant in terms of product and area of operation. They all started in small, concentrated markets,
appealing to the local ethos and aspirations of the targeted area.

Their communication, be it a simple radio spot or a wall painting or a theatre film, touched a
chord in the target audience. And, most importantly, their policies were flexible and they could
adopt to fast changing marketing situations. What should companies do to step up their payback
from rural marketing efforts? Here are some steps that should help.

Marketing communications
Marketing communications breaks down the strategies involved with marketing messages into
categories based on the goals of each message. There are distinct stages in converting strangers
to consumers that govern the communication medium that should be used.

Marketing communications is a subset of the overall subject area known as marketing. Marketing
has a marketing mix that is made of price, place, promotion, product (known as the four P's), that
includes people, processes and physical evidence, when marketing services (known as the seven
P's).

Marketing Communications (or MarCom or Integrated Marketing Communications) are

messages and related media used to communicate with a market. Marketing communications is
the "promotion" part of the "Marketing Mix" or the "four Ps": price, place, promotion, and
product.

Those who practice advertising, branding, direct marketing, graphic design, marketing,
packaging, promotion, publicity, sponsorship, public relations, sales, sales promotion and online
marketing are termed marketing communicators, marketing communication managers, or more
briefly, marcom managers.

Traditionally, marketing communications practitioners focused on the creation and execution of

printed marketing collateral; however, academic and professional research developed the
practice to use strategic elements of branding and marketing in order to ensure consistency of
message delivery throughout an organization - a consistent "look & feel". Many trends in
business can be attributed to marketing communications; for example: the transition from
customer service to customer relations, and the transition from human resources to human
solutions and the trends to blogs, email, and other online communication derived from an
elevator pitch.

In branding, every opportunity to impress the organization's (or the individual's) brand upon the
customer is called a brand touch point (or brand contact point.) Examples include everything
from TV and other media advertisements, event sponsorships, webinars, and personal selling to
even product packaging. Thus, every experiential opportunity that an organization creates for its
stakeholders or customers is a brand touch point. Hence, it is vitally important for brand
strategists and managers to survey their organization’s entire brand touch points and control for
the stakeholder's or customer's experience. Marketing communications, as a vehicle of an
organization's brand management, is concerned with the promotion of an organization's brand,
product(s) and/or service(s) to stakeholders and prospective customers through these touch
points.

Marketing communications has a mix. Elements of the mix are blended in different quantities in
a campaign. The marketing communications mix includes many different elements, and the
following list is by no means conclusive. It is recognized that there is some cross over between
individual elements (e.g. Is donating computers to schools, by asking shoppers to collect
vouchers, public relations or sales promotion?) Here are the key of the marketing
communications mix.

Marketing potentially negates the need for sales

Some sales authors and consultants contend that an expertly planned and executed marketing
strategy may negate the need for outside sales entirely. They suggest that by effectively bringing
more customers "through the door" and enticing them into contact, sales organizations can
dramatically improve their results, efficiency, profitability, and allow salespeople to provide a
drastically higher level of customer service and satisfaction, instead of spending the majority of
their working hours searching for someone to sell to.

Industrial marketing

The idea that marketing can potentially eliminate the need for sales people depends entirely on
context. For example, this may be possible in some B2C situations; however, for many B2B
transactions (for example, those involving industrial organizations) this is mostly impossible.
Another dimension is the value of the goods being sold. Fast-moving consumer-goods (FMCG)
require no sales people at the point of sale to get them to jump off the supermarket shelf and into
the customer's trolley. However, the purchase of large mining equipment worth millions of
dollars will require a sales person to manage the sales process - particularly in the face of
competitors.
Sales and marketing alignment and integration

Another area of discussion involves the need for alignment and integration between corporate
sales and marketing functions. According to a report from the Chief Marketing Officer (CMO)
Council, only 40 percent of companies have formal programs, systems or processes in place to
align and integrate the two critical functions.

Traditionally, these two functions, as referenced above, have operated separately, left in soloed
areas of tactical responsibility. Glen Petersen’s book The Profit Maximization Paradox sees the
changes in the competitive landscape between the 1950s and the time of writing as so dramatic
that the complexity of choice, price and opportunities for the customer forced this seemingly
simple and integrated relationship between sales and marketing to change forever. Petersen goes
on to highlight that salespeople spend approximately 40 percent of their time preparing
customer-facing deliverables while leveraging less than 50 percent of the materials created by
marketing, adding to perceptions that marketing is out of touch with the customer and that sales
is resistant to messaging and strategy.

Internet applications, commonly referred to sales 2.0 tools, have also increasingly been created to
help align the goals and responsibilities of marketing and sales departments.

4 P’S OF MARKETING MIX STRATEGY

In the early 1960s, Professor Neil Borden at Harvard Business School identified a number of
company performance actions that can influence the customer decision to purchase goods or
services. Borden suggested that all those actions of the company represented a “Marketing Mix”.
Professor E. Jerome McCarthy, at the Harvard Business School in the early 1960’s suggested
that the Marketing Mix contained 4 elements: Product, Price, Place, and Promotion.

In popular usage “Marketing” is the promotion of products, especially advertising and branding.
However, in professional usage the term has a wider meaning which recognizes that marketing is
customer-centered. Products are often developed to meet the desires of groups of customers or
even, in some cases, for specific customers. E. Jerome McCarthy divided marketing into four
general sets of activities. His Typology has become so universally recognized that his for activity
sets, the Four P’s, have past into the language.

The four Ps are:

 Product: In whirlpool the product aspects of marketing deal with the

specifications of the actual goods or services, and how it relates to the end-user’s
needs and wants. The scope of a product generally includes supporting elements
such as warranties, guarantees, and support. A tangible object or an intangible
service that is mass produced or manufactured on a large scale with a specific
volume of units. The marketer must also consider the product mix. Marketers can
expand the current product mix by increasing a certain product line's depth or by
increasing the number of product lines. Marketers should consider how to position
the product, how to exploit the brand, how to exploit the company's resources and
how to configure the product mix so that each product complements the other.
The marketer must also consider product development strategies Intangible
products are service based like the tourism industry and the hotel industry or
codes-based products like cell phone load and credits

 Pricing: This refers to the process of setting a price for a product, including
discounts. The price need not be monetary-it can simply be what is exchanged for
the product or services, e.g. time, energy, psychology or attention. The price is the
amount a customer pays for the product. It is determined by a number of factors
including market share, competition, material costs, product identity and the
customer's perceived value of the product. WHIRLPOOL may increase or
decrease the price of product if other stores have the same product.
  Place (or distribution): Refers to show how the product gets to the customer; for
example, point of sale placement or retailing. This fourth p has also sometimes
been called Place, referring to the channel by which a product or services is sold
(e.g. online vs. retail), which geographic region or industry, to which segment
(young adults, families, business people), etc. also referring to how the
environment in which the product is sold in can affect sales. Place represents the
location where a product can be purchased. It is often referred to as the
distribution channel. It can include any physical store as well as virtual stores on
the Internet.

 Promotion: This includes advertising, sales promotion, publicity, and personal

selling, branding. Promotion refers to the various methods of promoting the
product, brand or company. Represents all of the communications that a marketer
may use in the marketplace. Promotion has four distinct elements: advertising,
public relations, personal selling and sales promotion. A certain amount of
crossover occurs when promotion uses the four principal elements together, which
is common in film promotion. Advertising covers any communication that is paid
for, from cinema commercials, radio and Internet adverts through print media and
billboards. Public relations are where the communication is not directly paid for
and includes press releases, sponsorship deals, exhibitions, conferences, seminars
or trade fairs and events. Word of mouth is any apparently informal
communication about the product by ordinary individuals, satisfied customers or
people specifically engaged to create word of mouth momentum. Sales staff often
plays an important role in word of mouth and Public Relations. Strategy
evaluation and choice.

Marketing strategy planning

Marketing strategy planning tries to match opportunities to the firm’s resources (what it can do)
and its objectives (what top management wants to do). Successful strategies get their start when a
creative manager spots an attractive market opportunity. Yet, an opportunity that is attractive for
one firm may not be attractive for another. As the Hewlett-Packard case suggests, attractive
opportunities fora particular firm are those that the firm has some chance of doing something
about given its resources and objectives.
Throughout this book, we will emphasize finding breakthrough opportunities—opportunities that
help innovators develop hard-to-copy marketing strategies that will be very profitable for a long
time. That’s important because there are always imitators who want to “share” the innovator’s
profitsÑif they can. It’s hard to continuously provide superior value to target customers if
competitors can easily copy your marketing mix.
Even if a manager can’t find a breakthrough opportunity, the firm should try to obtain a
competitive advantage to increase its chances for profit or survival. Competitive advantage
means that a firm has a marketing mix that the target market sees as better than a competitor’s
mix
 Chapter-4
Research
methodology
 Objectives of the study
 Research design
 Scope
 Limitations
 OBJECTIVES OF THE STUDY

1. To study the marketing mix strategies of Samsung.

2. To find out the effectiveness of promotional strategies of Samsung.

3. To ascertain the impact of promotional activity on purchase decision.

4. To find out the measures tools to boost up sales.

5. To find out the reasons for low sales of the products.

6. To conduct promotional sales activity in various places like shopping malls,

residential areas, corporate etc.
 RESEARCH DESIGN

After deciding the basic aspects of research project (i.e. formulating research problem, objectives

of research, data requirement, sample design, etc) and before the commencement of work of

research project, the researcher has to prepare research design.

It is like preparing a master plan/blue print for the conduct of formal investigation.

It is the basic plan that guides researcher in the execution of the research project undertaken. It is

like road map which enables the researcher to conduct various activities for the completion of

research project.

In fact, the research design is the conceptual structure within which research is conducted; it
constitutes the blueprint for the collection, measurement and analysis of data. More explicitly,
the design decisions happen to be in respect of:

 What is the study about?

 Why is the study being made?
 Where will the study be carried out?
 What type of data is required?
 Where can the required data are found?
 What period of time will the study include?
 What will be the sample design?
 What technique of data collection will be used?
 How will the data be analyzed?
 In what style will the report be prepared?
The function of research design is to provide for the collection of relevant evidence with
minimal expenditure of effort, time and money. But how all these can be achieved depends
mainly on the research purpose. Research purposes may be grouped into four categories, viz. (i)
Exploration, (ii) Description, (iii) Diagnosis, and (iv) Experimentation.

To achieve the aims and objectives of this study, a broad based study was done. The research
was a descriptive research based on the survey approach or we can say the research design of
this study is descriptive type as the objectives are to identify and analyze the customer profile,
their preferences, satisfaction level and impact of sales promotion activities.
In short, research design is a systematic planning, organising and executing a research project
within specified time limit and resource allocation. Research design tells the type of data to be
collected, the sources of data and the procedures to be followed in data collection. Research
design provides suitable framework that guides the collection and analysis of data.

DEFINITION OF RESEARCH DESIGN:-

1. According to David J Luck and Ronald S Rubin, “A research design is the

determination and statement of the general research approach or strategy adopted for

the particular project. It is the heart of planning. If the design adheres to the research

objective,served.

2. According to Ker linger, “Research in the plan, structure and strategy of

investigation conceived so as to obtain answers to research questions and to control

variance.

3. According to Green and Tull, “A research design is the specification of methods

and procedures for acquiring the information needed. It is the over-all operational

pattern or framework of the project that stipulates what information is to be collected

from which source by what procedures.

 SAMPLE SIZE AND TECHNIQUE:-

 Sampling

Sampling may be defined as the selection of some part of an aggregate or totality on the basis
of which a judgment or inference about the aggregate or totality is made. In other words, it is
the process of obtaining information about an entire population by examining only a part of it.

 Sample Size: The size consists of this project 100.

Regions of Faridabad were covered for the study. I took 100 samples. They were selected by

random sampling method because in this case systematic sampling is not possible since a person

cannot say whether a person is using Samsung or not.

The researcher must decide the way of selecting a sample. Samples can be either probability
samples or non-probability.
 Scope of study

1.Samsung has been dedicated to making a better world through diverse businesses that today span
advanced technology, semiconductors, skyscraper and plant construction, petrochemicals, fashion,
medicine, finance, hotels, and more

2.Through innovative, reliable products and services; talented people; a responsible approach to

business and global citizenship; and collaboration with our partners and customers,

3. Samsung is taking the world in imaginative new directions.

4. acceptance of the product.

5. It is helpful in section of right course action .In the end I can say that this study helpful to

forecast the problem volume of future sell.

 LIMITATIONS OF STUDY

Due to the following unavoidable and uncontrollable factors the results might not be accurate.

Some of the problems might face while conducting the survey are as follows:

1. Certain open-ended questions have been put in the questionnaire to give respondents

freedom to express their perception.

2. Time and cost constraints were also there

3. Chances of some biasness couldn’t be eliminated.

4. A sample size of 100 has been used due to time limitations.

5. The data has been collected from Faridabad and the perception of the people from the

smaller towns could not be judged

 Chapter-5

Data analysis and

Interpretation
 DATA ANALYSIS AND INTERPRETATION

In this project both primary data as well as secondary data are used.

 Primary Data
The primary data will be collected with the help of a structured interview/questionnaire.

These methods will help to analyze the insights of the dealers, the company officials,

competitors and the most important of all the customers so that a reliable and a valid study

can be obtained within a limited time frame and cost.

Primary data was collected using:

survey methodology:- to surveys. studies the sampling of individual units from

a population and the associated survey data collection techniques, such as questionnaire
construction and methods for improving the number and accuracy of responses

Interview technique:-

An interview is a conversation between two or more people where questions are asked by the
interviewer to elicit facts or statements from the interviewee. Interviews are a standard part
of journalism and media reporting, but are also employed in many other situations,
including qualitative research.

For Product:

Customer survey through use of a structured questionnaire.

 For Price:

Direct meeting with the dealers to know other companies pricing, by collecting and analyzing prices for

customers (MRP) dealers (D.P), direct dealers, and distributors.

  For Place:

Obtaining feedback from the existing dealers of Samsung and other consumer electronic

Dealers in the Faridabad market through direct interviews. To establishing and implementing

processes for obtaining ideas, Information and insights from the dealers regarding the

Whirlpool marketing proposition for refrigerators and washing machine, after that

evaluating the feedback, assessing the benefits and any risks associated with possible

options, and making recommendations towards enhancing the Samsung

marketing proposition especially ³place´ or in other words dealer expansion in Faridabad city.

 Promotion:

Observing the number of marketing activities done by the other companies by keeping the record of

activities done by them, and also attending the activities to feel the difference between the

Whirlpool marketing activities.

 Secondary Data

The secondary data will be collected mainly from an intensive research on the World Wide Web

Portals. Also this data would be collected from the study of journals and periodicals such as The

Economic Times, Government Statistical Surveys and Export statistics.

o Company website

o Journal
 PROCEDURE FOR DATA COLLECTION:-

DEFINING &
REFINING THE
PROBLEM

SPECIFYING
WHAT PRESENTING THE
INFORMATION IS IN THE FORM OF A
NEEDED REPORT

IDENTIFYING THE ANALYSE AND

SOURCE OF INTERPRETE
INFORMATION ITSMEETING

DECIDING ON
GATHER AND
TECHNIQUE TO
PROCESS THE
ACQUIRE THE
INFORMATION
INFORMATION

Interpretation : The collection data is analyzed using non –statistical tools like graph and
pie charts.
 DATA ANALYSIS AND INTERPRETATION:-

Q.1>Do you aware about the Brand of Samsung brand ?

Yes 82%
No 18%

Brand Awareness

18%

yes NO

82%

INTERPRETATION

This shows how much customers are aware of Samsung , and in other way what is the effect of

all the marketing exercises, and the communication done so far for theWhirlpool.82% of the

people surveyed were aware of Whirlpool. Marketing strategies for Whirlpool to enhance their

brand awareness and visibility in the market place has been successful
Ques 2> Which of the effectiveness of promotional strategies of SAMSUNG :-

NEWSPAPER TELEVISION INTERNET ADVERTISEMENT

20 40 15 25

45

40

35

30

25

20 40

15
25
10 20
15
5

0
NEWSPAPER TELEVISION INTERNET ADVERTISEMENT

INTERPRTATION

This graph shows that television is the best medium of promotional strategies of Samsung brand
and internet is the lowest medium for the promotional strategies of Samsung.
Ques3.>Which Factor affecting their preference for the brand:

Less sales effort quality After sales service Product

10 45 15 30

45
45
40
35
30
30
25
20
15 10 15
10
5
0

Less sales effort

Quality
After sales
service Product

Interpretation

Brand name matters always that’s why most of the companies which was opted by the customers

they preferred because of the brand name the market leaders like Samsung, Brand name matters

always that’s why most of the companies which was opted by the customers they preferred

because of the brand name the market leaders like Samsung because of their aggressive brand

building exercise. After this service factor comes in the pictures, for each surveyed brand people

preference revolves around two major factor brand image and service.
Ques4> Do you feel pricing of Samsung as per your expectation?
Yes 77%

No 33%

33%

Yes
77% No

Interpretation

77% of people surveyed know about Samsung but only 33% of the people surveyed had look the
product of Samsung, Do you feel pricing of whirlpool are as per your expectation, this is
surrounded by many factors like ³Place´ strategy of Samsung, because of unavailability of the
brand in the customers preferred multi brand store, other factor could be their will be dealers
demonization to sell the Samsung Products, less effort by the sales intermediaries. 77% people
know but did not want to see the products are also showing the uncertainty in the minds of the
customers in their minds.
Ques5>Do you Aware of that "Samsung” is the largest home appliance
company in the world ?:-

Yes 55
No 35
Any other 10

100%
90%
80%
70%
60%
55 35 10
50%
40%
30%
20%
10%
0%
Yes No Any other

Interpretation

25% of the people surveyed don’t know the most common strategy adopted by the Samsung to create

brand awareness for the brand i.e. Whirlpool is the second largest appliances in the world. There was

several lacking in their marketing communication, because of that the people who knows about the brand

still don’t know about this fact.There could be other side of this fact that by the way of promoting as a

second largest appliances brand, it automatically promoted the brand which is largest appliances Brand in

the world, because by the way of communicating that Whirlpool is the second largest it is automatically

creating a willingness in the minds of the customers that which is the largest brand, in the world.
Ques6> Are you affected by the promotional campaign of promotion sponsored of

Samsung:-

Positively Responded 65%

Negatively Responded 10%

Mixed Reaction 25%

25%

Positively Responded
Negatively Responded
10% Mixed Reaction
65%

Interpretation

Visited 65% dealers responded positively for Samsung and they can be negotiated for the

dealership, other these 10% and 25% dealers gave negatively and mixed reaction which can also

be converted
Ques7> Which Age group people are more Interested in Samsung :-

Below 30 31-40 41-50 Above 50

10 40 30 20

100%

90%

80%

70%

60%
10 40 30 20
50%

40%

30%

20%

10%

0%
Below 30 31-40 41-50 Above 50
.

Interpretation
The above table and bar graph showing the different age group people showing their interest in
Samsung . Below 30 years 10 % people are showing their interest and the age limit from 31-40
showing their interest 40% these are those age limit who is showing highest interest. Age limit
41-50 are showing 30% interest and above 50 years people show only 20 % interest.
Ques8. How many customers are satisfied with their product?

Below average 20%

Average 40%
Good 80%
Excellent 60%

Below Average
20%

Good
80% Average
40%

Excellent
60%

INTRPRETATION

In the above pie chart 20% of the people found the product below average,40% people found the
product average,60% of the people found the product excellent and 80% people found it good.
According to the pie chart maximum no. Of people are satisfied with the product.
Ques9.which of the product is in the decline stage?

Samsung L.G Godrej Whirlpool

10% 45% 25% 20%

Samsung
Whirlpool
10%
20%

Godrej
L.G
25%
45%

Interpretation

In the above pie chart, we get to know that Samsung is in the decline stage with 10%.
While Whirlpool is declining with 20% as Samsung is in highest demand whereas L.G is in
the highest declining stage with 45% . Godrej is also declining with the demand .
Ques.10 what is your family income?

Below 10000 10001-30000 30001-40000 40001-50000

28% 22% 35% 15%

40,001-
50,000
15%
below 10,000
28%

30,001-40,000
35%
10,001-30,000
22%

Interpretation

As product is purchased on the basis of income the above pie chart shows that 15% people
earn 40001-50000. Where 22% people earn 10,001-30000 and people wth 30,001-40000
are 35% and below 10,000 are only 28%.
 Chapter -6
Conclusion and
recommendation
 Conclusion and recommendation

1.Samsung l needs to increase the number of BTL (below the line) activities to generate common

awareness and visibility at grassroots level, because it can be understood from the figures of their

competitors BTL activities that Whirlpool BTL activities is not up to the that mark in

comparison to other competitors.

2 .In Faridabad market dealers don’t want to put direct push effort on brands that’s why unlike

other cities market where if a dealer deals in Samsung they prefer not to deals with its direct

competitor Samsung , but in Gujarat every dealer is having collection of brands, they want to be

ready for everything like whatever customer demands they can easily find out in their store.

Currently Samsung is available with most of the major dealers in Faridabad, Samsung needs to

focus on those dealers also where it will not face direct competition with Samsung and Samsung

, a small and dedicated brand dealer will work not only for margins but they also can see the

future opportunities in form of Samsung.

3 .Good things about Samsung is that they got somehow success in positioning themselves as a

quality brand the customer survey and the dealer’s survey tells the story about it. People

perceived Samsung as a good product quality brand. If this can be associated with better pricing

also there will be immense possibilities for Samsung. Need to create a value for money brand

image which can give good product quality at affordable prices.

4. Samsung needs to build strong dealer relation in order to provide better ³place´ strategies for

the brand. Samsung lacks in company support factors and most of the existing dealers in the

dealer survey said that. Like most of the companies are having their regular company dealers
meet to get together with their dealers, Samsung lacks needs to do this in order to regain dealer

support

5.Service arrangements need to be strengthen, still people thinks that because the company is

having foreign origin and it is new too, if they will purchase any product they will face service

problem in future. Customers in rural areas are not aware of the service call centre facilities and

don’t know how do it, company is not having the service centres also there in those area ,

customers passes the complaints to dealers, and dealers to distributors, and finally distributors

has to log this complaints to the call centre, which creates over burden for them.

.6. Most of the products are simple in looks, in refrigerators segment even the logo on

refrigerators are not attractive as compare to others.

7. Samsung should adopt aggressive marketing strategies to cut down competition and visibility

at market place.

8. Appropriate product knowledge should be given by the company to dealers and to dealers to

create awareness towards quality.

9. Products should be more attractive refrigerators looks very simple and ordinary especially

direct cool refrigerators Entry level Refrigerators can do better because of price and capacities.
 Chapter -7
Bibliography
 BIBLIOGRAPHY

BOOKS:-

 Kotler Philip, "Marketing Management", Prentice Hall of India, 2012.

 Strategic Marketing by Watson and Sons 2012 edition

 Zikmund William, “Business Research Methods”, 5th edition.

 Kothari R.C., Research Methodology, Wishwa prakashan, New Delhi.

MAGAZINES:-

 Johnson & Schools, "Exploring Corporate Strategy", Text and Cases. Prentice

Hall of India, 11 th Edition, 2011

 India Today

 The Economics time

WEBSITES:-

 www.google.com

 www.samsung.com

 http://www.samsung.com/in/consumer/home-appliances/

 https://www.wikipedia.org/
 Chapter – 8
Annexure and
questionnaire
 QUESTIONNAIRE
QUES:1)Do you aware about the Brand of Samsung ?

(a) yes (b) no

QUES:2) which is the effectiveness of promotional strategies of SAMSUNG?

(a). Advertisement (b). TV
(c). News Paper (d). Internet

QUES:3) Which factor affecting their preference for the brand?

(a) Less sales effort (b) Quality

(c) After sales service (d) product

QUES:4) Do you feel pricing of Samsung are as per your expectation?

(a)Yes ( b.)No

QUES:5) Are you Aware of that“ Samsung ” is the largest home appliance company in the
world?

(a) Yes (b) No

QUES:6) Are you affected by the promotional campaign of promotion sponsored of Samsung ?

(a) Positive responds (b) negative respond

(c) Mix reaction

QUES:7) which age group people are more interested in SAMSUNG?

(a)Below 30 (b) 31 – 40

(c). 41 – 50 (d). Above 50

QUES.:8) How many customers are satisfied with their product?

(a). 20% ( b).40%

(C).60% (d).80%

QUES:9) which of the products is in the decline stage ?

(a) Samsung (b) L.G

(c) Godrej (d) WHIRLPOOL

QUES:10) what is your family income?

(a). Below 10,000 (b). 10,001 – 30,000

(c). 30,001 – 40,000 (d). 40,001 – 50,000