COMPARISON BETWEEN SAMSUNG V/S

L.G BRAND

A Project Submitted To University Of Mumbai for Partial

Completion of the Degree of Bachelors of Management Studies

(MARKETING)

Semester -VI

By
SHEHZAD CHOUDHARY

Roll No: 306

Under The Guidance Of

Pooja Soni

Smt. Parmeshwaridevi Durgadutt Tibrewala Lions Juhu College

Of Arts, Science & Commerce

J. B. Nagar, Andheri (E), Mumbai – 400 059

2018-2019
 Smt. Parmeshwaridevi Durgadutt Tibrewala Lions Juhu College

Of Arts, Science & Commerce

J. B. Nagar, Andheri (E), Mumbai – 400 059

Certificate

This is to certify that Mrs. Shehzad Choudhary has worked and duly
completed her Project Work for the degree of bachelors of management
study under the Pooja Soni in the subject of ‘Marketing’ and her project
is entitled, “Comparison between Samsung v\s L.G. Brand” under my
supervision. I further certify that the entire work has been done by the
learner under my guidance and that no part of it has been submitted
previously for any Degree or Diploma of any University. It is her own
work and facts reported by her/his personal findings and investigations.

Name and Signature of Guiding Teacher

Date of submission:
 Declaration

I the undersigned Mrs. Shehzad Choudhary here by, declare that the
work embodied in this project work titled “Comparison between
Samsung v\s L.G. Brand”, forms my own contribution to the research
work carried out under the guidance of Pooja Soni is a result of my own
research work and has not been previously submitted to any other
University for any other Degree to this or any other University.
Wherever reference has been made to previous works of others, it has
been clearly indicated as such and included in the bibliography. I, here
by further declare that all information of this document has been
obtained and presented in accordance with academic rules and ethical
conduct.

Name and Signature of

the learner

Certified by Name and signature of the Guiding Teacher

 Acknowledgment

To list who all have helped me is difficult because they are so numerous
and the depth is so enormous.

I would like to acknowledge the following as being idealistic channels

and fresh dimensions in the completion of this project.

I take this opportunity to thank the University of Mumbai for giving me

chance to do this project.

I would like to thank my Principal, Trishala Mehta for providing the

necessary facilities required for completion of this project.

I take this opportunity to thank our Coordinator Dr.Nanda Indulkar, for

her moral support and guidance.

I would also like to express my sincere gratitude towards my project

guide Prof Pooja Soni, Reshma Khan, & Anita Kedare whose guidance
and care made the project successful.

I would like to thank my College Library prof Kawade Subhash, for

having provided various reference books and magazines related to my
project.

Lastly, I would like to thank each and every person who directly or
indirectly helped me in the completion of the project especially my
Parents and Peers who supported me throughout my project.
 Index

Sr. Name of the chapter Page

no
1 Introduction
1.1 Objectives of the study

1.2 Scope of studies

1.3 Company profile

1.4 History

1.5 Company products

1.6 Samsung and LG companies in India
2 Research methodology
2.1 Types of Research
2.2 Milestone of companies in India
2.3 Marketing mix
2.4 S.W.O.T Analysis
2.5 Limitations of studies
3 Literature Review
4 Data Analysis
5 Conclusion
6 Bibliography
7 Annexure
 INTRODUCTION

A comparative study between Samsung and L.G brand in the area of

Mumbai………………..

“All progress is born of inquiry. Doubt is often better than overconfidence, for it
leads to inquiry and enquiry leads to investigation”. Comparison inculcate scientific
and inductive thinking and Promotes the development of logical habits of thinking and
organization.

Comparison is a common parlance refers to comparing between two things.

Comparison is also known as careful investigation between two products of similar use
and to make clear about the specification which is available in one brand and absent in
one brand.

In comparison study we take our competitors’ products and compare it through

consumer with our own products.

Why comparisons study?

It provides information about two products which we are comparing from each other.
Comparison

Are done at the time of purchasing comparison help in knowing us what kind of
features, specification

Are there in similar usage product so the best one can be purchased by the buyer.

The aim of the study is to point out the best among the alternatives that are being
compared.
1.1 OBJECTIVES OF THE STUDY:

The major objective of the study is to analyze the position of Samsung v/s its competitor
L.G and to identify weak areas and provide recommendation of sales .The consumer
durable goods market has been grown considerably in last few years in India. With the
growth the level of competition has grown as well. Literally every day companies come
up with new and attractive offers to grab the customers but also to continue with the
existing customers.

The objective of doing the project is to:

1. To identify the dealers and consumer perception about the Samsung’s product v/s
L.G’s product.
2. To identify the parameters on which consumer makes his purchase decision.
3. To identify the factors effecting the 4 Ps i.e.

 Product
 Pricing
 Promotion
 Placement
1.2 Scope of study:

The electrical goods are those goods which already exist in the market because without
it, it is not possible that anybody can survive with his/her life. We define scope of
Mumbai region. Scope is a very broad term. The customers purchase the electrical
appliances through market, exhibition, and showroom for fulfillment of needs.

1. Impact of consumer durable goods (Samsung and L.G) on the consumers, retailers,
dealers.

2. Comparison of Samsung with L.G brands.

1.3 Company Profile:

Samsung

삼성

三星

"Samsung town" in Seoul

Native name 삼성

Type Public

Industry Conglomerate

Founded March 1, 1938; 78 years ago

Diego, South Korea

Founder Lee Byuung chul

Headquarters Suwon, South Korea.

Area served Worldwide

Key people Lee Kun-He

(Chairman of Samsung
Electronics)
Lee jae-yang
(Vice chairman of Samsung
Electronics)

Products Apparel, chemicals, Consumer

electronics, electronic components,
medical
equipment, semiconductors,
ships, telecommunications
equipment.

Services Advertising, Construction,

entertainment, Financial services,
hospitality, information and
communications technology,
medical and health care
services, retail, shipbuilding

Revenue US $ 305 billion (2014)

Net Income US$ 22.1 billion (2014)

Total Assets US$ 529.5 billion (2014)

Total equity US$ 231.2 billion (2014)

Number of 489,000 (2014)

employees

Subsidiaries Samsung Electronics

Samsung C&T corporation
 Samsung Heavy Industries
Samsung SDS
Samsung Life Insurance
Samsung fire & marine insurance
Ceil Worldwide

Slogan Imagine the Possibilities

Website Samsung.com

History of Samsung:

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. Following Lee's death in 1987, Samsung was
separated into four business groups – Samsung Group, Shinseki Group, CJ
Group and Han sol Group. Since 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 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 Ever
land (operator of Ever land Resort, the oldest theme park in South Korea) and Chili
Worldwide (the world's 15th-largest advertising agency measured by 2012 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 South Korea's $1,082 billion GDP.
 vision

GROWING TO BE THE BEST

SAMSUNG INDIA AIMS TO

BE THE BEST COMPANY IN
INDIA BY THE YEAR 2006.
L.G

주식회사 LG

Corporate logo

Headquarters at Yeouido-dong, Yeongdeungpo-

gu in Seoul, South Korea.

Type Public

Industry Conglomerate

Founded 5 January 1947; 69 years ago

Founder Koo In-hwoi

Headquarters Seoul, South Korea

Area served Worldwide

Key people KooBon-moo

(Chairman & CEO)
KangYu-sig
(Vice Chairman & Co-CEO)

LeeWoo-Rahm
(Chairman)
ChoJun-ho
(EVP, COO, & Director)

Products Electronics, chemicals,

telecommunications, engineering,
information technology, Power
generation

Revenue US$143 billion (2012)

Number of 220,000 (2012)

employees

Subsidiaries L G Electronics
L G Displays
L G U Plus
L G Chem.
L G Life Sciences
L G solar energy

Slogan Life's Good

Website www.lgcorp.com or lg.com

1.4 History
LG Corp. established as Lak-Hui Chemical Industrial Corp. in 1947. In 1952, Lak-Hui
(pronounced "Lucky", currently LG Chem.) became the first Korean company to enter
the plastics industry. As the company expanded its plastic business, it established Gold
Star Co. Ltd. (currently LG Electronics Inc.) In 1958, both companies Lucky and Gold
Star merged and formed Lucky Gold star.

Gold Star produced South Korea's first radio. Many consumer electronics were sold
under the brand name Gold Star, while some other household products (not available
outside South Korea) were sold under the brand name of Lucky. The Lucky brand was
famous for hygiene products such as soaps and HiTi laundry detergents, but the brand
was mostly associated with its Lucky and Perioe toothpaste. Even today, LG continues
to manufacture some of these products for the South Korean market, such as laundry
detergent.

In 1995, to compete better in the Western market, the Lucky-Gold Star Corporation was
renamed "LG". The company also associates the letters LG with the company's tagline
"Life's good". Since 2009, LG has owned the domain name LG.com.

Joint ventures

Since 2001, LG had two joint ventures with Royal Philips Electronics: LG Philips
Display and LG Philips LCD, but Philips sold off its shares in late 2008. In 2005, LG
entered into a joint venture with Nortel Networks, creating LG-Nortel Co. Lt.

International markets

On 30 November 2012, com Score released a report of the October 2012 U.S. Mobile
Subscriber Market Share that found LG lost its place as second in the U.S. mobile
market share to Apple Inc.

On 20 January 2013, Counterpoint Research announced that LG has overtaken Apple

to become second largest in U.S. market share.
On 7 August 2013, comScore released a report of the June 2013 U.S. Smartphone
Subscriber Market Share that found LG fell to fifth place in the U.S mobile market
share.

Logo

The company logo of LG features a circle containing the letters "L" and "G", presented
in the form of a smiling human face.

Vision and Mission:

 VISION:
L.G vision is to become a worldwide leader in digital that ensures customer satisfaction
through innovative products and superior services.

 MISSION:

 To create value for customers.

 To respect human dignity.
 To become best in its field.
1.5 Products of Samsung:
LCD and LED panels

The Samsung galaxy s 2, which incorporates a Super AMOLED Plus screen

By 2004 Samsung was the world's-largest manufacturer of OLEDs, with a 40 percent

market share worldwide, and as of 2010 has a 98% share of the global
AMOLED market. The company generated $100.2 million out of the total $475 million
revenues in the global OLED market in 2006. As of 2006, it held more than 600
American patents and more than 2,800 international patents, making it the largest owner
of AMOLED technology patents.

Samsung's current AMOLED smart phones use its Super AMOLED trademark, with
the Samsung wave S and Samsung I 9000 galaxy being launched in June 2010. In
January 2011, it a5800 announced its Super AMOLED Plus displays– which offer
several advances over the older Super AMOLED displays – real stripe matrix (50
percent more sub pixels), thinner form factor, brighter image and an 18 percent
reduction in energy consumption.

In October 2007, Samsung introducing a ten-millimeter thick, 40-inch LCD television

panel, followed in October 2008 by the world's first 7.9-mm panel. Samsung developed
panels for 24-inch LCD monitors (3.5 mm) and 12.1-inch laptops (1.64 mm). In 2009,
Samsung succeeded in developing a panel for forty-inch LED televisions, with a
thickness of 3.9 millimeters (0.15 inch). Dubbed the "Needle Slim", the panel is as thick
(or thin) as two coins put together. This is about a twelfth of the conventional LCD
panel whose thickness is approximately 50 millimeters (1.97 inches).

While reducing the thickness substantially, the company maintained the performance
of previous models, including full HD resolution; 120 Hz refresh rate, and 5000:1
contrast ratio. On September 6, 2013, Samsung launched its 55-inch curved OLED TV
(model KE55S9C) in the United Kingdom with John Lewis.

In October 2013, the Samsung Corporation disseminated a press release for its curved
display technology with the Galaxy Round Smartphone model. The press release
described the product as the "world's first commercialized full HD Super AMOLED
flexible display." The manufacturer explains that users can check information such as
time and battery life when the home screen is off, and can receive information from the
screen by tilting the device.

Mobile phones

Samsung galaxy note series

Samsung's flagship mobile handset line is the Samsung galaxy s series, which many
consider a direct competitor of the Apple IPhone. It was initially launched in Singapore,
Malaysia and South Korea in June 2010, followed by the United States in July. It sold
more than one million units within the first 45 days on sale in the United States.

While many other handset makers focused on one or two operating systems, Samsung
for a time used several of them: symbian, windows phone Linux-based LiMo, and
Samsung's proprietary Bada.

By 2013 Samsung had dropped all operating systems except Android and Windows
Phone. That year Samsung released at least 43 Android phones or tablets and two
Windows Phones.
At the end of the fourth quarter of 2015, the company had sold over 85 million units
giving it a global market share of 21.4 percent, keeping a gap from Apple of almost 3
percent. Overall, the company sold 324.8 million mobile phones in 2015. The company
overtook Apple in worldwide smart phone sales during the third quarter 2011, with a
total market share of 23.8 percent, compared to Apple's 14.6 percent share.] Samsung
became the world's largest cell phone maker in 2012, with the sales of 95 million smart
phones in the first quarter.

During the third quarter of 2013, Samsung's smart phone sales improved in emerging
markets such as India and the Middle East, where cheaper handsets were popular. As
of October 2013, the company offers 40 Smartphone models on its US website.

Televisions

Samsung UN105S9 105 inch ultra-high definition 4K television.

In 2009, Samsung sold around 31 million flat-panel televisions, enabling to it to

maintain the world's largest market share for a fourth consecutive year.

Samsung launched its first full HD 3D LED television in 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 Theater, Samsung became the first
company in the industry to have the full line of 3D offerings, including 3D television,
3D Blue-ray player, 3D content, and 3D glasses.

In 2007, Samsung introduced the Internet T.V, 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 Info link 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 app 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. Samsung's range of smart T.V include the apps ITV
player and motion controlled angry birds.

Other

The Samsung GX 10 digital SLR camera

Samsung produces printers for both consumers and business use, including mono-laser
printers, color laser printers, multifunction printers, and enterprise-use high-speed
digital multi-function printer models.

In 2010, the company introduced some more energy efficient products, including the
laptop R580, net book N210, the world's-smallest mono-laser printer ML-1660, and
color laser multifunction printer CLX-3185.

Samsung has introduced several models of digital cameras and camcorders including
the WB550 camera, the ST550 dual-LCD-mounted camera, and the HMX-H106 (64GB
SSD-mounted full HD camcorder). In 2009, the company took the third place in the
compact camera segment. Since then, the company has focused more on higher-priced
items. In 2010, the company launched the NX10, the next-generation interchangeable
lens camera.
In the area of storage media, in 2009 Samsung achieved a ten percent world market
share, driven by the introduction of a new hard disk drive capable of storing 250 GB
per 2.5-inch disk. In 2010, the company started marketing the 320Gb-per-disk HDD,
the largest in the industry. In addition, it was focusing more on selling external hard
disk drives. Following financial losses, the hard disk division was sold to Seagate in
2011.

In the MP3 player segment, Samsung has launched products including the M1 MP3
player, and the world's-smallest DivX MP3 player R1.

In 2014, the company announced that it was exiting the laptop market in Europe.

In 2015, Samsung announced a proposal for a constellation of 4600

satellites orbiting Earth at 1,400 kilometers (900 mi) altitude that could bring 200
gigabytes per month of internet data to "each of the world's 5 billion people". The
proposal has not yet advanced to full development. If built, such a constellation would
compete with previously-announced satellite constellations currently under
development by One web and Space x.
Products of L.G:

LG Electronics' products include televisions, home theater systems, refrigerators,

washing machines, computer monitors, wearable devices, smart
appliances and Smartphone’s.

Televisions

LG Electronics launched an OLED TV in 2013 and 65-inch and 77-inch sizes in

2014. LG Electronics introduced its first Internet TV in 2007, originally branded as
"Net Cast Entertainment Access" devices. They later renamed the 2011 Internet
televisions to "LG Smart TV" when more interactive television features were added,
that enable the audience to receive information from the Internet while at the same time
watching conventional TV programming.

In November 2013, a blogger discovered that some of LG's smart TVs silently collect
filenames from attached USB storage devices and program viewing data, and transmit
the information to LG's servers and LG-affiliated servers. Shortly after this blog entry
went live, LG disabled playback on its site of the video, explaining how its viewer
analytics work, and closed the Bright cove account the video was hosted on.

LG's remote uses Hillcrest Labs' Free space technology to allow users to change
channels using gestures and Dragon NaturallySpeaking technology for voice
recognition.

As of 2014, LG is using web OS with a ribbon interface with some of its smart TVs.
LG reported that in the first eight months after release, it had sold over 5 million web
OS TVs.

In 2016, exclusively to India, Indian arm of South Korea's LG Electronics Inc. started
selling a TV that would reject mosquitoes. It uses ultrasonic waves that are silent to
humans but cause mosquitoes to fly away. It was released on June 16, 2016. The
technology was also used in air conditioners and washing machines. The TV is aimed
for lower-income consumers living in conditions that would make them susceptible to
mosquitoes.
Mobile devices

Mobile phones

LG G4 Global Launching

LG Electronics manufactures a wide range of smart phones and tablet devices. Other
than the G3, LG officially unveiled the curved Smartphone, G Flex, on 27 October
2013. LG has released it in South Korea in November 2013, and later announced
releases in Europe, the rest of Asia, and North America. At Consumer Electronics
Show in January 2014, LG announced an U.S. release for the G2 across several major
carriers in 2015, LG has released LG G4 globally in late May through early June.

Tablet computers

In 2014, LG revealed three new additions to the G series of tablets, which each include
LG's Knock Code feature, allowing users to unlock devices with a series of taps. The
tablets also feature Q Pair which allows tablets to sync up with a smart phones, and for
phone calls and text messages passed on to the tablet in real time.

Smart watches

LG Watch Urbane LTE

LG G Watch R

LG and Google announced the Android Wear-based smart watch, the LG G Watch,
which was in June 2014. In August 2014, the LG G Watch R that has a round face
(similar to the Moto 360) was released. The LG Watch Urbane that LG's third Android
Wear-based smart watch has released in April 2015. This is the first device to support
new features such as Wi-Fi, and new parts of Android Wear's software interface, like
the ability to draw emoji to friends.

Rolly keyboard

In 2015, LG announced the first Bluetooth keyboard that folds up along the four rows
of keys that can be tossed in a purse or pocket. The Rolly keyboard is made of solid
plastic. Two tiny plastic arms fold out from the end of the keyboard to support
a tablet or Smartphone, and it can toggle between two different Bluetooth-connected
devices at a time. Battery life is an expected three months on a single AAA battery.

Home appliances

LG manufactures and sells home appliances such as refrigerators, washers and dryers,
vacuum cleaners, kitchen appliances, and air conditioners. In June 2014, LG Electronics
also announced the launch of its smart appliances with Home Chat messaging service
in South Korea. Home Chat employs LINE, the mobile messenger app from Korean
company 'Naver', to let homeowners communicate, control, monitor and share content
with LG’s smart appliances. Users can send simple messages, such as "start washing
cycle," in order to control their washing machines.

Marketing and public relations

Sponsorships
LG Sponsors the German Soccer Team Leverkusen.
In August 2013, it was announced that LG Electronics would sponsor
German Bundesliga club Bayer 04 Leverkusen for the next three years with an option
to extend for one more year. In the U.S., LG Electronics' brand and product
advertisements can be seen in Dodger Stadium of the Los Angeles Dodgers and Great
American Ball Park of the Cincinnati Reds. LG sponsors the International Cricket
Council, the world governing body for cricket, and also sponsors ICC Awards. LG also
sponsors two Korean professional golf players Ja-young Kim and Bomi Lee.

From 2009 to 2013, LG Electronics sponsored Formula One for 5 years as a Global
Partner and Technology Partner of Formula One .until 2013. LG was also an official
supplier to Virgin Racing and Lotus Racing team, plus engine manufacturer Cosworth
from 2010-2012.

LG Electronics sponsored the English football club Wayside Rovers (Guildford) from
2000 until 2002 and the English football club Fulham F.C until July 2010. LG
sponsored the Brazilian football club Sao Paulo FC from 2001 to 2009, during which
time the club were the winners of the 2005 FIFA Club World Championship. LG
currently sponsor the Australian Football League team Fremantle Football Club, the
Costa Rican football club Liga Depurative Alajuelense, the Australian National Rugby
League team Cronulla Sharks(now discontinued), and the Argentinean club Boca
Juniors. LG also sponsors London Fashion Week and the LG Arena in Birmingham.

During the period 2001–2003, LG sponsored the snooker Grand Prix. During these
years the tournament was known as the LG Cup. In 2008 LG became sponsors of the
Extreme Sport 'FSO4 Freeze' festival. LG sponsored the LG Mobile World Cup texting
competition.

Environmental record

Choice magazine, in independent tests of popular LG fridge models in 2010, found the
energy consumption in two models was higher than claimed by LG. LG was aware of
the problem and had offered compensation to affected customers. In 2004, LG made
4A-rated water efficiency claims for numerous washing machines before they were
certified. LG gave undertakings to the Australian Competition and Consumer
Commission (ACCC) to provide appropriate corrective notices and upgrade and
maintain its trade practices compliance program. In 2006, LG overstated energy
efficiency on five of its air conditioner models and was again required to offer
consumers rebates to cover the extra energy costs.

Market share of Samsung:

Samsung
Leading Market
Product world market Year
competitor share
share

Q2
DRAM 49.6% SK hynix 24.8%
2013

Q2
NAND flash 41.6% Toshiba 28.7%
2011

Large-size LCD
Q4
panels 20.2% LG Display 26.7%
2013
(revenue)

Active-matrix Q2
98% LG Display ,AUO 0.5~1.5%
OLEDs 2010

Q2
Lithium-ion batteries 18% Sanyo 20%
2010

LCD monitors 18% LG Electronic 12.7% 2010

Q1
Hard-disk drives 9% Western Digital 31.3%
2010
 Samsung
Leading Market
Product world market Year
competitor share
share

Televisions
Q2
(LCD, PDP, CRT, 24% LG Electronics 14.7%
2010
LED)

Q3
Mobile phones 34% Apple Inc. 13.4%
2013

Digital cameras 11.8% Sony 17.4% 2010

Application Q3
5.4% Qualcomm 33.9%
processors 2013
Major clients

Samsung's largest clients

Percent of total
Rank/company Part description
sales

1 Sony DRAM, NAND flash, LCD panels, etc... 3.7

AP (mobile processor), DRAM, NAND flash,

2 Apple Inc. 2.6
etc...

DRAM, flat-panels, lithium-ion batteries,

3 Dell 2.5
etc...

DRAM, flat-panels, lithium-ion batteries,

4 Hewlett-Packard 2.2
etc...

5 Verizon
Handsets, etc... 1.3
Communications

6 AT&T Inc. Handsets, etc... 1.3

Major clients

The world's largest oil and gas project, Sakhalin II- Lunskoye platform under
construction. The topside facilities of the LUN-A (Lunskoye) and PA-B (Piltun
Astokhskoye) platforms are being built at the Samsung Heavy Industry shipyard in
South Korea.

Major clients of Samsung include:

Royal Dutch Shell

Samsung Heavy Industries will be the sole provider of liquefied natural
gas (LNG) storage facilities worth up to US$50 billion to Royal Dutch Shell for
the next 15 years.
Shell unveiled plans to build the world's first floating liquefied natural
gas (FLNG) platform. In October 2012 at Samsung Heavy Industries' shipyard
on Geoje Island in South Korea work started on a "ship" that, when finished and
fully loaded, will weigh 600,000 tons, the world's biggest "ship". That is six
times larger than the largest U.S. aircraft carrier.

United Arab Emirates government

A consortium of South Korean firms, including Samsung, Korea electric power
Corporation and Hyundai, won a deal worth $40 billion to build nuclear power
plants in the United Arab Emirates.

Ontario government
The government of the Canadian province of Ontario signed off one of the
world's largest renewable energy projects, signing a deal worth $6.6 billion to
for an additional 2,500 MW of new wind and solar energy.
.

1.6 Samsung Electronics in India:

Samsung Electronics commenced its operations in India in December 1995 and is today
a leading provider of Consumer Electronics, IT and Telecom products in the Indian
market. Samsung India is the Regional Headquarters for Samsung’s Southwest Asia
operations, which provides employment to over 45,000 employees with around 11,500
employees being involved in R&D Samsung began operations in India through its
manufacturing complex located at Noida (UP), which today houses facilities for Color
Televisions (including 3D, LED and LCD Televisions), Mobile Phones, Refrigerators,
Washing Machines and Split Air Conditioners categories. Samsung commenced
operations of its second state-of-the-art manufacturing complex at Sriperumbudur,
Tamil Nadu in November 2007. Today, the Sriperumbudur facility manufactures Color
Televisions, Fully Automatic Front Loading Washing Machines, Refrigerators and
Split Air Conditioners. Samsung India has three R&D Centers in India–two in NCR
and one in Bangalore. While the Noida R&D Centers develops software solutions for
high-end televisions such as Plasma TVs, LCD TVs and Digital Media Products, the
other Centre is engaged in R&D solutions for product hardware. The Bangalore R&D
Centre works on major projects for Samsung Electronics in the area of telecom, wireless
terminals and infrastructure, Networking, SoC (System on Chip) Digital Printing and
other multimedia/digital media as well as applicable software’s. Samsung India is the
Market leader in product categories like Mobile Phones, Smart Phones, Panel TVs, Side
By Side Refrigerators, Frost Free Refrigerators, Microwaves and Inverter ACs.
Samsung India has won several awards and recognitions for both its corporate
initiatives as well as its product innovations in Audio Visual, Home Appliance, IT and
Telecom Product categories. Apart from development of innovative technology,
Samsung places great importance on acting as a responsible corporate citizen in the
communities where it operates. Its CSR programs respond to the social and
environmental needs and seek to give back to communities that support the company.
In 2009, Samsung launched the company’s Corporate Social Responsibility initiative
‘Samsung Hope Project’ with projects in the areas of education, culture, sports, social
welfare and community development. Each program me, under the Hope Project,
uniquely addresses the needs of individual communities while emphasizing on
innovations for development of the community including education, technology,
engineering and IT technical training. The Company’s CSR initiatives such as Samsung
Smart Class and Samsung Technical Schools have been recognized by several reputed
organizations, and the Company has won accolades from these projects aimed at giving
back to the society.

L.G Electronics in India:

 LG Electronics India Pvt. Ltd. manufactures and sells consumer electronics,
home appliances, computer products, and mobile phones in India. The
company's consumer electronics include LCD TVs, plasma displays, display
panels, color televisions, home theatre systems, music systems, DVD
recorders/players, and MP3 and MP4 players; and home appliances comprise
room air conditioners, commercial air conditioners, refrigerators, refrigerator
compressors, washing machines, dishwashers, microwaves, and vacuum
cleaners. The company also offers computer products, such as laptops, notebook
and desktop personal computers, LCD monitors, CRT monitors, optical storage
devices, and projectors; and mobile phone…

RESEARCH METHODOLOGY:

Research methodology is considered as the nerve of the project. Without a proper well-
organized research plan, it is impossible to complete the project and reach to any
conclusion. The project was based on the survey plan. The main objective of survey
was to collect appropriate data, which work as a base for drawing conclusion and
getting result.

Therefore, research methodology is the way to systematically solve the research

problem. Research methodology not only talks of the methods but also logic behind the
methods used in the context of a research study and it explains why a particular method
has been used in the preference of the other methods
RESEARCH DESIGN:

Research design is important primarily because of the increased complexity in the

market as well as marketing approaches available to the researchers. In fact, it is the
key to the evolution of successful marketing strategies and programmers. It is an
important tool to study buyer’s behavior, consumption
Pattern, brand loyalty, and focus market changes. A research design specifies the
methods and procedures for conducting a particular study. According to
Ker linger, “Research Design is a plan, conceptual structure, and strategy
of investigation conceived as to obtain answers to research questions and to control
variance. Research design specifies methods and procedures for study. In this study the
company was interested to know the demand of different consumer durable product,
about competitors, and potential for LG and SAMSUNG procedures to be used for the
study among retailers/dealer and. However it was exclusively personal interview.

2.1 TYPES OF RESEARCH:

1. DESCRIPTIVE RESEARCH:
The type of research adopted for study is descriptive. Descriptive studies are undertaken
in many circumstances when the researches is interested to know the characteristic of
certain group such as age, sex, education level, occupation or income. A descriptive
study may be necessary in cases when a researcher is interested in knowing the
proportion of people in a given population who have in particular manner, making
projections of a certain thing, or determining the relationship between two or more
variables. The
Objective of such study is to answer the “who, what, when, where and how”
Of the subject under investigation. There is a general feeling that descriptive studies are
factual and very simple. This is not necessarily true. Descriptive study can be complex,
demanding a high degree of scientific skill on part of the researcher. Descriptive studies
are well structured. An exploratory study needs to be flexible in its approach, but a
descriptive study in contrast tends to be rigid and its approach cannot be changed every
now and then. It is therefore necessary, the researcher give sufficient thought to framing
research.

A. QUESTIONS AND DECIDING

Questions and deciding the types of data to be collected and the procedure to be used in this
purpose. Descriptive studies can be divided into two broad categories: Cross Sectional
and Longitudinal Sectional. A cross sectional study is concerned with a sample of
elements from a given population. Thus, it may deal with household, dealers, retail
stores, or other entities. Data on a number of characteristics from sample elements are
collected and analyzed. Cross sectional studies are of two types: Field study and Survey.

B. DATA COLLECTION METHOD:

After the research problem, we have to identify and select which type of details to
research. At this stage; we have to organize a field survey to collect the data. One of
the important tools for conducting market research is the availability of necessary and
useful data. This report was prepared after collecting data from the retailers/ dealers
and past data was arranged from the various studies conducted in last few years and
various other records of company.

A. PRIMARY DATA:
These data were collected by personal interview with retailers/ dealer. For this purpose
questionnaires were prepared in such that all necessary data would be collected.

B. SECONDARY DATA:
Information regarding the project, secondary data was also required. These data were
collected from various past studies and other sources of the company.-
The Company’s profile, journals and various literature studies are important sources of
secondary data.

DATA ANALYSIS AND INTERPRETATION

1. Questionnaires
2. Pie chart and Bar chart

Questionnaires:
This is the most popular tool for the data collection. A questionnaire contains question
that the researcher wishes to ask his respondents which is always guided by the
objective of the survey.

Pie chart:
This is very useful diagram to represent data, which are divided into a number of
categories. This diagram consists of a circle of divided in to a number of sectors, which
are proportional to the values they represent. The total value is represented by the full
create. The diagram bar chart can make comparison among the various components or
between a part and a whole of data.

Bar chart:
This is another way of representing data graphically. As the name implies, it consist of
a number of whispered bar, which originate from a common base line and are equal
widths. The lengths of the bards are proportional to the value they represent.

Preparation of report:
The report was based on the analysis and presented with the findings and suggestions.
The sample of the questionnaires is attached with their port itself.
2.2 Milestone of LG so far in India:
1. Most admired company in India by A&M magazine in 1998.
2. No.1consumer durable company by A&M magazine in 1999.
3. Techies award best flat screen monitor by computer world magazine in2000.
4. Best employer by business today/Hewitt assts in 2001.
5. Entrepreneur of the year by Ernst &young in 2002.
6. Gold rating for environmental performance by CII in 2003.
7. Green technology gold award by Green tech foundation in 2003.
8. Award for IT innovation by business today in 2004.
9. Consumer durable retailer of the year by ICICI bank in 2005.
10. Excellence in corporate leadership and entrepreneurial spirit by CNBC TV in 2005.
11.4P Award: Refrigerator and air-conditioner in 2006.
12. India’s most trusted brand 2007, by brand equity in 2007.
13. Brand for excellence 2008 award by VAR India in 2008.
14. Most preferred brand-consumer electronics and home appliances award by CNBC
Awaaz consumer awards in 2008.
15. Most admired MNC in India by 4Ps award in 2008

Milestone of Samsung in India so far:

2010

 Samsung India won the 'Golden Peacock Eco-Innovation for the year 2010 for it’s
for LED TV ranked as the most innovative product that shows the maximum
customer satisfaction at minimum cost as determined by customers.

 Samsung won 3 awards at the NDTV Tech Life Awards 2010 to honor the year‘s
coolest gadgets and the best technological innovations.
 Best Budget Mobile of the Year: Samsung Corby

 Best Television Display of the Year: Samsung 3D LED TV UA46B7000

 NDTV Gadget of the Year: (decided by the eminent jury panel and also by viewer's
choice through public voting) Samsung LED 3D TV.

2011

 Samsung emerged as the Most Inspirational Brand of the Year 2011 in the Best
Brands Survey 2011 conducted by Financial Express and market research agency
Synovate. Samsung was ranked high for its 'Flaunt Factor' linked to its attributes like
quality, brand reputation and imagery. Samsung also ranked amongst the top 3
brands in the Overall Ranking of the Top Brands of 2011 and the Most Visible Brand
of 2011 list.

 Mr. JS Shin, President & CEO, Samsung Southwest Asia was awarded the
prestigious “MAN OF ELECTRONICS AWARD 2011” by Consumer Electronics
and Appliance Manufacturers Association for his exceptional all round contribution
to the Indian Electronics and Appliances Industry. Shri. Rajeev Shukla, Honorable
Minister of State for Parliamentary Affairs handed over the award to Mr. J.S. Shin.

 Samsung Electronics was awarded the best Manufacturer of BEE Star Labeled
Appliances in the Air Conditioner category by the Honorable Union Minister for
Power, Shri Sushil Kumar Shinde. The Function was presided over by the Honorable
Prime Minister of India, Shri Manmohan Singh. Samsung won the Award based on
criteria like the number of star labeled products sold, the energy savings achieved
thanks to its technology and the growth in sales of energy efficient products over the
previous year.

 While Samsung ranked 27th in Economic Times‘ annual Survey on the Top 100
trusted brands in India, it emerged as the most Trusted Consumer Durable brand in
India, while maintaining its position as No. 2 company in the mobile phone category.

 Samsung was awarded as the ‘Tablet Company of the Year’ by Voice & Data at the
V&D 100 Awards.
 Samsung was awarded the Golden Peacock Awards (GPA) For Corporate Social
Responsibility for its Corporate Citizenship and Community Affairs initiatives that
address education, sports, culture and environment management programs

 Samsung won 3 much coveted awards at the NDTV Gadget Guru Awards 2011 that
honor innovation and products that truly make a difference in the world of
technology.

 Design of the Year - 3D LED TV UA55C9000

 TV of the Year - 3D LED TV UA46C8000

 Smartphone of the Year - Galaxy S

2012

 Samsung was presented with the Golden Peacock Award for the most innovative
product for the year 2011 for the MV800 digital still camera.

 Samsung‘s MV800 digital still camera bagged the Asian Photography ‘Best
Innovation in Camera Technology’ award for 2011.

 Samsung awarded as the Consumer Durable Company of the year at the 2011 NDTV
Profit Business Leadership Awards in recognition for its initiatives and innovations
taken up to respond and adapt to the ever changing business scenario as well as
exceptional ability in business performance fuelling the Indian economy.

2014

 The Economic Times (Top Consumer Durables company) - Samsung India received
the award for 'Top Company' for Mobile handsets and tablets from Voice and Data
magazine

 Business Standard (Brand Derby Award) - Samsung Galaxy S4 was ranked number
1 and Galaxy Note 3 was on 2nd position

 The Economic Times, Brand Equity (100 Most Trusted Brand) - Samsung named as
one of the most trusted brands in the country as Samsung Mobile was ranked at
number 17
 The Economic Times, Brand Equity (Most admired marketers in the country) -
Samsung Consumer Durables and Samsung Mobile ranked number 6 and 8
respectively in a survey

 Golden Peacock Award for CSR- Samsung was awarded the Golden Peacock Award
for CSR for the 4th time, for its initiatives in the areas of children's education and
skill development (Samsung Smart Class and Samsung Technical Schools)

 The Best Premium Smartphone & Best Innovative Accessories- The Galaxy Note 4
and Samsung Gear S won the best premium smart phone and most innovative
accessories respectively in Mobility Excellence Awards

 91 Mobiles Award (The Best Camera Phone of the year)- The Galaxy Note 4 was
awarded the accolade of the best camera phone of the year and was part of one of
the best smart phones of the year 2014

 SME Channels (Tablet For Business Mobility)- Samsung was adjudged as the
“Tablet For Business Mobility” by the editorial team based on the inputs from
partners, customers and consulting houses

 VAR India -Samsung India was awarded the “Channel Leadership award 2014 for
Best Tablet and Best LED and LFD brand at VAR India Star Nite

 Voice & Data- Samsung India received the award for ‘Top Company’ for Mobile
handsets and tablets.

2015

 5th Asian Customer Engagement Forum (ACEF) Award for Excellence in

Marketing, Branding & CSR, Education / Scholarship Program, Samsung Smart
Class Project

 Galaxy S6, Smartphone of the Year, NDTV Gadget Guru Awards, 2015

 SUHD TV, NDTV Gadget of the year (Viewers' Choice), NDTV Gadget Guru
Awards, 2015

 Samsung Refrigerator Category, Gold Award, Readers' Digest Trusted Brand 2015

 The Brand Trust Report, India Study 2015- Samsung is the top most trusted brands
in the country.
2.3 MARKETING MIX

Marketing mix of Samsung – 4P of Samsung:

Samsung has a vast product portfolio and its presence is in several different product
categories. The brand image drivers for Samsung are the Samsung Smartphone’s such
as the Samsung note series or the Samsung galaxy series. Overall, Samsung is present
in the following product categories.

2.3 Products in the marketing mix of Samsung:

 Tablets.
 Mobile phones – smart phones, normal phones.
 Television – LED, LCD, SMART T.V, HD T.V.
 Cameras and camcorders.
 Refrigerators.
 Air conditioner.
 Washing machine.
 Micro oven.
 IT – laptop, printers and accessories.

The benefit of Samsung in terms of its product is that there is a trust on all Samsung
products because of the way Samsung products have performed in the last few years.
Problems with the products have been negligible. And with its Smart phones, Samsung
has achieved a status symbol for its customers. At the same time, Samsung is known
for its service and people know that Samsung gives a very fast service for any of its
product. Thus in the marketing mix of Samsung, the product portfolio is one of the
strongest point for Samsung.
Place in the marketing mix of Samsung:
Samsung is present through various channels in the market. It works on
the channel marketing concept wherein there are three segments. Sales and
service dealers, Modern retail and Distributors. The sales and service dealers handle
key accounts for Samsung and are involved in corporate sales. These dealers may also
open exclusive Samsung showrooms. The Modern retail segment includes large
retailers like Croma, Hyper city, Vijay sales, Vivek’s and any others who are present in
the modern electronic retail chain. Samsung being such a branded product, the retailers
are bound to keep Samsung as an alternative for their customers.
The distribution network is the most interesting in the case of Samsung. In several
cities, Samsung has a single distributor through whom they distribute throughout a
territory. For example – In Mumbai, Samsung has SSK distributors who are distributors
for all Samsung products. This distributor has a huge investment in Samsung and both,
the distributor and the company, go hand in hand for the sale of Samsung’s products.
Thus all material of Samsung will be sold to a single distributor who in turn will sell it
forward to retailers.
Promotions in the marketing mix of Samsung:
Samsung uses multiple forms of promotions. Samsung as a company believes in pulling
the customer to themselves through advertising but at the same time uses strong tactics
to push the product to the customer through sales promotions. Thus on one hand,
Samsung uses various marketing vehicles across the year covering festive season as
well as non-festive time. On the other hand, it gives many offers and discounts to its
trade partners to motivate them to sell Samsung above competition. With such a
strategy, Samsung’s brand is on the rise so that both, the pull as well as push strategy
is working simultaneously in Samsung.
The marketing mix of Samsung is a lesson to marketers in several points. First, Business
will grow if you have multiple products at once as all of these products can become
revenue drivers for your company. Second, Pull strategy, though expensive, is far more
beneficial in the long time.

Marketing mix of LG: 4 p of L.G:

Product in the Marketing mix of LG:

LG electronics deals in various electronic industries like vehicle components, mobile
devices, consumer goods and home appliances. The company holds the distinction of
being the first to make the CDMA mobile digital handsets and the first to develop the
plasma TV of 60-inch. LG electronics is also the largest manufacturer of LCD panel in
the world. In the year 2010, the company took initial steps in the smartphone industry.
Its products include-
Television –
1. 55-inch OLED TV
2. 65-inch and 77-inch OLED TV
3. LG Smart TV
4. Plasma TV
Smart Devices and mobile phones – A varied range of tablet devices and
smartphones like
1. G3
2. G Flex
3. G2
4. A smart watch that is based on Android wear
Home Entertainment
1. Music Systems
2. Home Theatre Systems
3. BLU Ray Players
4. DVD Players

Computer products like monitors

Home appliances
1. Refrigerators
2. Dishwashers
3. Microwave Ovens
4. Vacuum Cleaners
5. Washing machines
6. Water Purifiers
7. Air conditioners

LG gives tough competition to Samsung and other top brand companies due to its
ability to have a complete chain of products. If you look at the product range of LG, it
is second to none. Thus, in the marketing mix of LG, you will find that product is the
topmost advantage of the brand.

Place in the Marketing mix of LG:

LG electronics serves a worldwide market with five business units in nearly a hundred
and ten locations. Its aim is rapid and fast growth and as it can only be achieved through
globalization. It started its overseas operation with USA. In order to sell its products
LG has tied up with a number of distributors who are given the responsibility of
distributing the products efficiently and timely with minimum of fuss. In India, the
company realized that it had to be innovative in order to capture the market. Therefore,
it sent vans with company logos to every part of the country, sometimes covering a
distance of 5000km in a month, in order to increase the awareness about its brand.
Next, it opened its own manufacturing units in places like Noida, Bhopal etc. The
company tied up with retailers for the direct sales of its products and distributors for
the channel sales. LG has 46 branch offices that work directly with every field of
distribution. A policy of regional distribution is maintained and they follow the policy
of stock rotation. LG products are available very easily at all the malls and
supermarkets. The company has its own well-maintained showrooms to provide every
service to its customers. Online shopping for LG products is also possible at every
shopping site. The LG exclusive showrooms are known to be the most profitable for
retailers because of the product depth that LG has. Excellent distributors and the
companies focus on supply chain are the two reasons for the success of the place
element in the marketing mix of LG.

Price in the Marketing mix of LG:

The pricing policy of LG consists of “cost plus fixed markup”. It means that the policy
for pricing consists of cost of the product and a reasonable profit. A special team has
been appointed to research the market in a detailed manner. Here the prices of its
competitors are collected along with the consumer’s thoughts through extensive
research. Every factor is thoroughly analyzed and after evaluating its own costing and
the market research the actual price of a product is determined. When the company
launched its products in India for the first time, they were all of high range but later as
the company opened its own manufacturing units; it has been able to lower the prices
of the products.
LG electronics has decided to follow a policy of price competitiveness for the rural
areas. In order to reach out to the rural base in every nook and corner it has decided to
reduce the prices as increase in volume will result in huge revenues and profits.

Promotion in the Marketing mix of LG:

LG electronics has always believed in the concept of promotional advertisement. It feels

that a direct communication with the consumer is necessary to sell its products and
hence its advertisements can be seen throughout the year in televisions, magazines,
newspapers and internet. The brand also gives special discounts to retailers and
distributors who advertise regularly and who open exclusive shops for LG. The
advertisement is the maximum for newly introduced products and for products which
give high turnover like panels and refrigerators.
In order to maintain its brand name the company is accustomed to invite famous
personalities from the field of entertainment and sports. For example, In China Kim
Tae-Hee, a famous actor is its brand ambassador, whereas in India, Akshay Kumar, the
famous Bollywood actor has acted in the LG commercials. LG became the first brand
to sponsor the 1999 and 2003 world cup of cricket. LG has also sponsored the ICC
Awards and the Formula-One for five years from 2009-2013.

2.4 SWOT ANALYSIS

SAMSUNG:
Samsung Electronics Co. Limited) is actually the consumer electronics subsidiary
of the Samsung Group, a conglomerate based in Suwon, South Korea. Outside of Korea,
Samsung is best known as the world’s largest manufacturer of mobile phones and smart
phones, including the highly popular and successful Galaxy.

It is also the world’s largest manufacturer of televisions and LCD panels. Thanks to its
manufacturing and marketing expertise, Samsung is regarded as the world’s second
largest consumer electronics company. Only its American rival, Apple Inc., reported
larger revenues.
Unfortunately, it is difficult to determine exactly what Samsung’s are because it is
based in Korea and not covered by U.S. corporate reporting laws. Samsung did report
an estimated TTM revenue of $42.35 billion for the second quarter of 2015. That figure
is based on sales of 48 trillion Korean won.

Strengths:

 Samsung is the world’s most successful electronics manufacturer. It is the

world’s largest manufacturer of television sets, liquid crystal display (LCD)
panels, mobile phones and smart phones.
  Samsung is the world’s number one marketer of mobile phones with 21.4% of
the world’s largest market share in the second quarter of 2015. Apple is number
two with 13.9%.
 Samsung has impressive research and design capabilities. It was able to create
and roll out Samsung Pay, a payment app with similar capabilities to Apple Pay,
in less than a year. Samsung has been able to replicate many of the capabilities
of both Apple Inc.’s phones and Google Inc.’s Android operating system for
mobile devices.
 Samsung has strong manufacturing and marketing capabilities.
 Samsung has long-standing relationships with retailers in the United States and
Europe that provide a steady sales channel for its products.

Weaknesses:

 Samsung has not been able to match Apple Inc.’s marketing capabilities for
smart phones. Its share of the U.S. smart phone market fell by 2.3% between
2014 and 2015. In contrast, Apple’s share price grew by 34.9%.
 Some Chinese competitors are catching up to Samsung in the smart phone
market. Between 2014 and 2015 Huawei’s share grew by 48.1%, and Xiaomi’s
share grew by 29.4%.
 Samsung is heavily dependent upon consumer electronics sales in markets with
limited potential for growth, such as the United States and Europe, for much of
its revenue.
 Samsung’s devices use the Google Android open source operating system. Many
consumers seem to view Android as an inferior product to Apple’s iOS. The
public has not been as accepting of Android as the tech community has.
 Some consumers view Apple products as more advanced and dependable than
Samsung products.
 Samsung’s marketing efforts are not as sophisticated as Apple’s.

Opportunities:

 Growing market for smart phones, tablets and other mobile devices, especially in
developing regions such as Africa and India, where consumers are unfamiliar
 with PCs. Sales of tablets finally overtook sales of traditional personal computers
in 2015.
 Increased demand for tablet and smart phone-based solutions such as Samsung
Pay
 New technologies such as wearable tech
 Growing middle class in developing world will increase market for consumer
electronics.
 Growing online market from sales channels such as Amazon.com

Threats:

 Apple has emerged as the dominant Smartphone and tablet brand in some
markets, such as the United States. Samsung has not been able to overcome
Apple’s reputation for reliability.
 Apple’s reputation for quality, reliability and sophistication seems to be growing.
 The Google Android operating system, which Galaxy devices depend upon, is
not as popular with average people as I OS is.
 Declining or stagnating middle-class incomes in North America and the United
States could reduce consumer buying power in those key markets for Samsung.
 Chinese manufacturers such as Huawei and Xiaomi could emerge as serious
rivals to Samsung. These companies’ share of the critical mobile device market
is growing while Samsung’s is falling.
 Apple could enter more consumer products areas such as home appliances and
cameras and directly compete with Samsung in those markets.
Samsung maintains impressive research, design and manufacturing capabilities, but it
appears to have lost its edge in marketing. This company may need to revamp its smart
phone marketing and perhaps design efforts in order to maintain market share in critical
arenas like the U.S.

New capabilities like Samsung Pay will be critical if this company wants to maintain
its position as an industry leader. Samsung will also need to learn to deal with
aggressive Chinese competitors and Apple’s reputation.
Strengths in the SWOT analysis of LG electronics:

1. Global Giant: LG Electronics controls 114 local subsidiaries worldwide, with

roughly 82,000 executives and employees. LG is an MNC and is a well-
recognized brand which deals in white & brown goods. It has always been known
for its simple design, easy to use, Innovative & reliable technology.

2. Extensive distribution system: LG being a fast moving consumer durable

company makes its products available in the markets through its distribution
partners. Because of its pull strategy, LG observes very fast stock rotation but also
has to use dumping of stocks to the channel partners. It uses Glo-cal strategy (be
global act local) to market its products.
3. Diversified products across the categories: LG has a huge product line and length
across the product categories both in white & brown goods.
4. High TOMA: Through its continuous branding efforts, sponsoring sporting &
lifestyle events like ICC cricket world cup, Formula one championship, soccer
matches etc. LG has created high visibility and thus is successful in its branding
efforts.
5. CSR activities: LG has always been involved in community work so as to involve
the people in the co-creation of the wealth.
6. Brand equity – The long term presence of LG in the market, along with their
amazing product strategies, and reliability on their products has ensured that LG
has a strong brand equity, and hence is able to survive in a tough business
environment.

Weaknesses in the SWOT analysis of LG electronics:

1. Management: Due to its extensive presence in the white & brown goods market
they are not able to focus on every single product category properly due to which
they are losing their market share in several products like T.V, Refrigerator etc.
2. No Cash cows – Samsung has amazing brand equity due to its smart phones and
smart TV’s. Similarly, most brands have a super hit product which is a cash cow.
However, in LG, there is hardly any product which is a cash cow for them.

Opportunities in the SWOT analysis of LG electronics:

1. Changing lifestyle: Growing urban population, Rise in disposable income, shift

towards technological products & migration from rural to urban areas are some of
the factors that will be the driving force for the home appliances, electronics goods
2. Competitors helping in the adaptation of the new technology: Intense
competition in the industry is helping LG in making their products acceptable to
the society. So LG can leverage out benefit of this & can increase their market share
by considering competitors move.
3. Market Expansion: By further penetrating to the emerging markets will help the
company in accelerating its growth rate.
4. Strategic Partnership: Till now LG has been involved in the collaborative
partnership with many companies. It is making technology advances and
identifying business opportunities through various partnerships relationships with
some of the world’s leading companies. Strategic alliance between corporations in
which companies with different infrastructures cooperate in the fast-developing.

Threats in the SWOT analysis of LG electronics:

1. Intense rivalry within the industry: Every company in this industry is fighting
hard to make their presence felt & hold their market share. Majority of the players
in the industry follows red ocean strategy in order to kill the competition which is
affecting the industry as a whole.
2. Stagnant Urban demand dynamics: Since more & more companies are venturing
out in the over competitive urban market, there is little growth left in these markets,
so over dependence on these market will be riskier for the company like LG.
3. Government Regulations: Government policies relating to use of innovative
technology for energy & power conservations is by & large affecting the industry
& forcing them to switch to renewable sources of energy.
4. Sluggish Economy: Macroeconomic uncertainty, Recession, un-employment etc.
are the economic factors which will daunt the industry for a long period of time.

2.5 LIMITATIONS OF THE STUDY

 The data collected from the dealer might not be very accurate to obtain the
desired information.
 The sample size taken is small to make a universal statement.
 Though the study represent the position of Samsung and L.G in Mumbai. Due to
small sample size, the finding may not be true representative and it cannot be
generalized.
 Biasness of the respondent.
 Lack of sufficient information.
 Lack of the instruments to find out the reasonable outcome.
 Difficulty in gathering the reasonable data.
 It’s all about the future predictions and future is unsuitable.
 Regional differences may change the scope of study also
 3. LITERATURE REVIEW:

According to the research of Zafar Endogen, Use of celebrities as part of marketing

Communications strategy is a fairly common practice for major firms in supporting
corporate or brand imagery. Firms invest significant moneys in just a posing brands
and organizations with endorser qualities such as attractiveness, likeability, and
trustworthiness. They trust that these qualities operate in a transferable way, and, will
generate desirable campaign outcomes.

But, at times, celebrity qualities may be inappropriate, irrelevant, and undesirable.

Thus, a major question is: how can companies select and retain the 'right' celebrity
among many competing alternatives, and, simultaneously manage this resource, while
avoiding potential pitfalls?

This paper seeks to explore variables, which may be considered in any celebrity
selection process by drawing together strands from various literatures.

According to Alexander Krasnikov:

The impact of the marketing function on firm performance has been the focus of much
recent research in marketing. Thus, the effect of marketing capability on firm
performance, compared with that of other capabilities, such as research and
development and operations, is an issue of importance to managers. To examine this
issue and generate empirical generalizations, the authors conduct a meta-analysis of the
firm capability-performance relationship using a mixed-effects model. The results
show that, in general, marketing capability has a stronger impact on firm performance
than research-and-development and operations capabilities. The results provide
guidelines for managers and generate directions for further research.
 4. DATA ANALYSIS

4.1ANALYSIS OF THE DEALERS QUESTIONNAIRE FOR

(T.V)

For this purpose I conducted a survey with the sample size of 60 in this 1. 20 are T.V
dealer, 2.20 are A/C dealer and 3. 20 are mobiles dealers. This sample includes the
dealers and retailers in the area of Mumbai. The starting of my questionnaire with the
question.

1. Which of the following brands of T.V you are dealing with?

This question mainly gives the idea that how many dealer deals in single brand and how
many dealers deal in multiple brand fig 1.0 show that out of 60 dealers and retailers
who were part of the survey in Mumbai where 38% were dealing in the single brand
and the others were dealing in multiple brands.

Dealers ratio
Single Brand
62% 38%
Multiple Brands

Fig 1.0

38% of dealers are dealing with single brand. 62% of dealers are dealing with multiple
brands.
2. How many models do you display for Samsung and L.G T.V?

Mainly the 24-60 inches L.C.D and 30-60 inches L.E.D 4k ultra 40-60 inches L.E.D
monitors 19-21 inches.

Average Proportion of Display at

Each Store
10%
25%
30% 24-60 inches L.C.D

35%

Fig 1.1

25% dealers put 24-60 inches L.C.D as their display in the store.
35% dealers put 30-40 inches L.E.D as their display in the store.
30% dealers put 4k ultra 40-60 inches as their display in the store.
10% dealers put 19-21 inches L.E.D monitors as their display in the store.

3. Among the given brand customer mainly prefer which brand T.V the most?

This question was asked mainly to know which brand the customer prefers more and
the result are shown in the figure 1.2.

Customer Brand
Preference For T.V
100% 69%
50% 31%

0%
Samsung L.G
 Fig 1.2

69% customer prefers Samsung T.V the most.

31% customer prefers L.G T.V the most.

4. On which parameter does customer make his/her purchase decision?

4%
Customer preference index
5%
Brand name

40%
50% Features
1%

Fig 1.3

40% customer prefers buying T.V by seeing the Brand name.

1% customer prefers buying T.V by seeing its Features.

50% customer prefers buying T.V by seeing the Price.

4% customer prefers buying T.V by seeing the Dealers communication.

5% customer prefers buying T.V by seeing the Design.

5. Which brand makes the highest annual estimated sales of T.V? Its either Samsung
or L.G?
 Sales
30%

Samsung
L.G

70%

Fig 1.4

70% is the sales value of Samsung T.V.

30% is the sales value of L.G T.V.

6. When customer most visit showroom for buying T.V?

This question mainly help in predicting that which offer attracts the customer the most
and the result are obtained after the analysis of work are shown in the fig

Customer visit index

60% 50%
40%
15% 15% 20%
20%
0%
Discount Exchange New Any other
offer offer features

Fig 1.5
50% customer visit showroom for buying T.V at the time of Discount Offer
15% customer visit showroom for buying T.V at the time of Exchange Offer
15% customer visit showroom for buying T.V at the time of new features arises
20% customer visit showroom for buying T.V at the time of any other scheme arises

7. Which type of T.V model is in great demand for purchasing now days?

This question helps to know L.C.D, L.E.D, 4k ultra or L.E.D monitors which are more
in demand for purchase by the consumer.
 Model in Demand
37%
40% 27% 24%
20% 12%

0%
L.C.D L.E.D 4k ultra T.V L.E.D monitors

Fig 1.6
27% customer prefers the L.C.D type T.V.
37% customer prefers the L.E.D type T.V.
24% customer prefers the 4k ultra type T.V.
12% customer prefers the L.E.D monitors.

8. What is the most acceptable size of Samsung and L.G T.V purchased by the
customer now days?

This question will help us to know exactly which size of T.V consumer prefer the most
now days.

Acceptable size of T.V

20% 24 inches
10% 30% 32 inches

40% 40 inches

Fig 1.7

30% customer prefers 24 inches T.V.

40% customer prefers 32 inches T.V.
10% customer prefers 40 inches T.V.
20% customer prefers 60 inches T.V.
4.2Analysis of Dealers Questionnaire for A/C:

For this purpose I conducted the survey of the dealers who deals with A/C. This
includes the dealer of the Mumbai area.

1. Which of the following brands of A/C, you are dealing in?

This question bring the fact that how many dealers deal with single or multiple brand
are shown in the figure 1.0

Dealers ratio
22%
single brand
multiple brands
78%

Fig 1.0
22% dealers deal in single brand.
78% dealers deal in multiple brands.

1. For Samsung and L.G which type of A/C you display the most?
In this question mainly the 1.0 ton, 1.5 ton and 2.0 ton capacity of window and split
A/C category were considered.

model of display
window A/C1.0
ton-2.0 ton
58% 42%
split A/C 1.0 ton
-2.0 ton

Fig 1.1
42% dealers put window A/C 1 to 2 ton as their display in their store.
58% dealers put split A/C 1 to 2 ton as their display in their store.

2. Among Samsung and L.G A/C customer mainly prefer which brand A/C the
most?
This question shows the brand preference of customer among Samsung and L.G
customer prefer the most.

Brand preference by
customer
55%
60% 45%
40%
20%
0%
samsung L.G

Fig 1.2
45% customer prefers Samsung A/C.
55% customer prefers L.G A/C.

3. On which parameter customer make his/her decision?

This question helps to know the parameter which is use by the customer while making
the purchase decision.

parameter of decision making

15%
Brand name
15% features

10% 60% price

design

Fig 1.3
60% customer makes their decision to buy A/C by their Brand name.
10% customer makes their decision to buy A/C by their Features.
15% customer makes their decision to buy A/C by their Price.
15% customer makes their decision to buy A/C by their Design.

4. Which brand makes the highest annual estimated sales of A/C?

This question helps to know which brand having the highest sales annually.

Highest annual sales

100% 77%

50% 23%

0%
Samsung L.G

Fig 1.4
77% annual sales value is of Samsung.
23% annual sales value is of L.G.

5. When customers most visit the showroom for buying the A/C?

This question helps to know mostly when the customer make the purchase at which
time and at which occasion.
 customer vist showroon the
most
60% 50%
50%
40%
30% 20% 20%
20% 10%
10% customer vist
0%
showroon the most

Fig 1.5
50% customer visit to show room at the time of Discount offers, 20%customer visits to
showroom at the time of exchange offers, 20% customer visits to showroom at the time
of new products arises, 10% customer visits to showroom at the time of any other
scheme arises.

6. Which type of A/C model is in great demand for purchasing now days?

This question helps to know now day’s customer prefer which type of A/C
the most.

Types of A/C in great

demand

Window A/C
55%
45%
Split A/C

Fig 1.6
45% customer prefers windows A/C.
55% customer prefers split A/C.

7. Which brand you recommend the most for A/C?

This question will show which product is mostly recommended by the dealers.
 Dealers recommendation
of brand
55% 53%
50% 47%
45%
40%
samsung L.G

Fig 1.7

47% dealers recommend Samsung Brand for A/C.

53% dealers recommend L.G Brand for A/C.

4.3Analysis of Dealers Questionnaire for Mobiles:

For this I have done the survey of the dealers which deals in mobiles. This includes
the dealers of Mumbai area.

1. Which of the following mobile brand you are dealing in?

This question helps to know about how many dealers in Mumbai area are
dealing in single brand and how many are dealing in multiple brand.

Dealers ratio
20%
Single brand
multiple brand
80%

Fig 1.0
80% of dealers deal in single brand.
20% of dealers deal in multiple brands.
2. Among Samsung and L.G mobile customer mainly prefers which brand mobile
the most?

This question helps to know which brand is most popular in the mind of the
customer.

customer preference index

100% 79%

50% 21%

0%
samsung L.G

Fig 1.1

79% of customer prefers Samsung mobiles.

21% of customer prefers L.G mobiles.

3. On which parameter customer makes his or her decision?

This question helps to know what parameter does attract the most to customer
to make his/her decision.

parameter of customer decision

Brand name
30% features
25%
price
10% design
25% 10%
product

Fig 1.2
25% customer makes decision of buying mobile by seeing its Brand name.
10% customer makes decision of buying mobile by seeing its Features.
 25% customer makes decision of buying mobile by seeing its Price.
10% customer makes decision of buying mobile by seeing its Design.
30% customer makes decision of buying mobile by seeing the Product.

4. Which brand makes the highest annual estimated sales of mobile?

In this question we get to know which brand mobile has the highest annual
estimated sales….

Highest annual sales

80% 68%
60%
40% 32%
20%
0%
samsung L.G

Fig 1.3
68% annual sales are of Samsung mobiles.
32% annual sales are of L.G mobiles.

5. When customers most visit the showroom for buying the mobiles?

This question is asked to know when most of the customer comes for shopping
of mobile in the showroom……
Result of this questionnaire are shown in the fig 1.4

Showroom vist
50% 45%
40%
30% 25%
20%
20% 10%
10%
0%
Festival discount exchange new product
offer offer

Fig 1.4
10% customer visit showroom for buying mobiles at the time of festival
 25% customer visit showroom for buying mobiles at the time of Discount offer
45% customer visit showroom for buying mobiles at the time of exchange offer
20% customer visit showroom for buying mobiles at the time of new product
arises.

6. Which is the highest selling model of Samsung mobiles now days?

This questionnaire helps to know the current highest selling model of Samsung
mobiles now days…

Higgest selling mobile

30% 10%
s6 edge
s7 edge
galaxy c series
60%

Fig 1.5
10% customer prefers buying s6 edge.
60% customer prefers buying s7 edge.
30% customer prefers buying galaxy c series.

7. Which is the highest selling model of L.G mobile now days?

This questionnaire helps to know which the highest selling mobile of L.G brand
is now days.

Highest selling model

25% L.G G4
50%
L.G G5
L.G NEXUS
25%

Fig 1.6
25% customer prefers buying L.G G4 mobiles.
25% customer prefers buying L.G G5 mobiles.
50% customer prefers buying L.G NEXUS mobiles.
 8. What are the most acceptable sizes of Samsung and L.G mobiles purchased by
the customer now days?
This questionnaire helps to know about the acceptable sizes of Samsung and
L.G mobile which is purchased more now days.

Acceptable sizes of mobiles

20% 10% 4.7 inches
5 inches
10%
5.2 inches
10%
50% 5.5 inches
5.7 inches

Fig 1.7
10% customer use 4.7 inches mobiles, 10% customer use 5 inches mobiles, 10%
customer use 5.2 inches mobile, 50% customer use 5.5 inches mobile, 20%
customer use
5.7 inches mobiles

Analysis of overall customer Questionnaire:

For this purpose I conducted the survey with the sample size 40. This sample includes
students, friends, relatives, and neighbors

1. Which purchase pattern is followed at your place?

This question tells about how many people really take the help of their near and
dear ones while making the decision to purchase any product and also helps the
marketer to target appropriate segment.
The result are shown in the figure 1.0
 purchase pattern

30% Individual

70% family

Fig 1.0
70% customers purchase pattern is Individual.
30% customers purchase pattern is Family Based.

2. According to you who are the most successful company in the world?
This questionnaire is just to know the opinion of the customer what they think
about which is the world’s best company…
The result are given in fig 1.1

Sussessfull company in
the world

samsung
55%
45%
L.G

Fig 1.1
45% customer stated Samsung & 55% customer stated L.G.
3. If you get a chance which mobile brand would you love to buy?

This questionnaire is just asked to know the opinion of the customer about their
choice which product will they choose if they get a chance.
 Mobile brand you love to
buy
100% 89%

50%
11%
0%
samsung L.G

Fig 1.2
89% customer stated they would love to buy Samsung.
11% customer stated they would love to buy L.G.

4. On which parameters you make your purchase decision?

This questionnaire will give the idea about the customer’s parameters about
their purchase decision.

parameters of purchase
decision
10% 5% 10% price
brand name
quality
30% 20%
features
25% product
packaging

Fig 1.3
10% customer purchase decision is made after seeing the price, 20% make their
purchase decision by seeing the brand name, 25% customer purchase decision
are made after seeing the quality, 30% purchase are done after seeing the
features, 10% purchase are done after seeing the product, 5% purchase are made
by seeing the packaging.

5. Which brand would you prefer at the time of buying the T.V?
This question will let us know about which Brand has made a successful good
will in the mind of customer in perspective of T.V.
 Brand preference
75%
80%
60%
40% 25%
20%
0%
samsung L.G

Fig 1.4
75% customer prefers Samsung Brand T.V.
25% customer prefers L.G Brand T.V.

6. Which brand would you prefer the most while buying the A/C?
This questionnaire will make us know which Brand has made his good will in
the mind of customer in perspective of A/C.

Brand preference for A/C

60% 55%
45%
40%

20%

0%
samsung L.G

Fig 1.5
45% customer prefers Samsung A/C.
55% customer prefers L.G A/C.

7. Which brand will you prefer the most while buying the mobile?
This question will make us know about which Brand had made its goodwill in
the mind of customer in perspective of Mobiles
 Brand prefernce for
mobile
100%
70%

50% 30%

0%
samsung L.G

Fig 1.6
70% customer prefers Samsung mobiles.
30% customer prefers L.G mobiles.

8. According to you which company are leading in making future goods?

This question help us to know about what customer thinks which is leading in
making the future goods.

Future goods

25%
samsung
L.G
75%

Fig 1.7
75% customer thinks Samsung is leading in making future goods.
25% customer thinks L.G is leading in making future goods.
 5. CONCLUSION:

Before conclusion, it would be prudent to share the key learning derived from this
project. This has been enumerated below as follows: -

The learning specific to this project has been that it provided us with a real exposure to
the market of white goods and its consumer’s level of satisfaction.

People have different personalities and different attitudes and therefore good
communication is required to approach the consumers.

Gaining in-depth knowledge about the consumer’s behavior and white goods business
in India as-well-as consumer loyalty.

LG Electronics & SAMSUNG Electronics Digital Appliances Company is a

global leader in the home appliance industry.

Dedicated to enhancing consumer lifestyles through its stylish and advanced products
by offering creative solutions for consumer’s Everyday lives.
 6. BIBLIOGRAPHY:

The majority of the project has been primarily our own research, findings and endeavor.
Wherever the support of the Internet and books has been taken, the name of sites and
books used are as mentioned below: -

Economic Times Newspaper.

Business Line Newspaper

Business world

Business Today

LG Magazine

Samsung Magazine

www.LGIndia.com

www.LG.com

www.samsung.com

www.google.co.in
 ANEXXURES:
Questionnaire for the study of consumer satisfaction from Samsung and L.G
Brand

Name of the researcher: shehzad choudhary

Brands Concerned: Samsung
Location: andheri

1. Which purchase pattern are follow at your place?

a. Individual.

b. Family.

2. According to you which is the successful company in the world?

a. Samsung.

b. L.G.

3. If you get a chance which mobile brand would you choose to buy?

a. Samsung.

b. L.G.

4. On which parameter you make your purchase decision?

a. Price.

b. Brand name.

c. Quality.

d. Features.

e. Product.

f. Packaging.
 5. Which brand would you prefer at the time of buying the T.V?

a. Samsung.

b. L.G.

6. Which brand would you prefer at the time of buying the A/C?

a. Samsung.

b. L.G.

7. Which brand would you prefer at the time of buying the mobiles?

a. Samsung.

b. L.G.

8. According to you which company is leading in making the future goods?

a. Samsung.

b. L.G.

Questionnaire:

Study of Consumer Durable Market for Samsung and L.G Brand with reference to thane
district, Mumbai

Dealers Questionnaire for (T.V)

1. Which of the following brand of T.V you are dealing in?

a. Single brand.

b. Multiple brands.
 2. Among Samsung and L.G T.V customer mainly prefer which brand T.V the
most?

a. Samsung.

b. L.G.

3. On which parameter customer make his/her decision?

a. Brand Name.

b. Features.

c. Price.

d. Dealers communication.

e. Design.

4. Which brand makes the highest estimated sales of T.V?

a. Samsung.

b. L.G.

5. When customers most visit the showroom for buying T.V?

a. Discount offer.

b. Exchange offer.

c. New Features.

d. Any other.

6. Which type of T.V models is in great demand for purchasing now days?

a. L.C.D.

b. L.E.D.

c. 4k ultra.

d. L.E.D monitors.

7. Which model do you display for Samsung and L.G T.V?

a. 20-30 inches.
 b. 30-40 inches.

c. 40-60 inches.

d. 19-21 inches L.E.D monitors.

8. What is the most acceptable size of Samsung and L.G T.V purchased by the
customer now days?

a. 24 inch.

b. 32 inch.

c. 40 inch.

d. 60 inch.
 Dealer’s questionnaire for A/c:

1. Which of the following brands of A/C you are dealing in?

a. Single brand.

b. Multiple brands.

2. For Samsung and L.G which type of A/C you display the most?

a. Window A/C 1.0 ton – 2.0 ton.

b. Split A/c 1.0 ton – 2.0 ton.

3. Among Samsung and L.G A/c customer prefer which brand A/C the most?

a. Samsung.

b. L.G.

4. On which parameter customer make his/her decision to buy A/C?

a. Brand name.

b. Features.

c. Price.

d. Design.

5. Which brand makes the highest annual estimated sales of the A/C?

a. Samsung.

b. L.G.

6. When customers most visit the showroom for buying A/C?

a. Discount offer.

b. Exchange offer.

c. New products.

d. Any other.
7. Which type of A/C models is in great demand for purchasing A/C now days?

a. Window A/C.

b. Split A/C.

8. Which brand you recommended the most for A/C?

a. Samsung.

b. L.G.
 Dealer’s questionnaire for mobiles:

1. Which of the following mobile brand you are dealing in?

a. Single brand.

b. Multiple brand.

2. Among Samsung and L.G mobile customer mainly prefers which brand mobile
the most?

a. Samsung.

b. L.G.

3. On which parameter customer makes his or her decision?

a. Brand name.

b. Features.

c. Price.

d. Design.

e. Product.

4. Which brand makes the highest annual estimated sales of mobile?

a. Samsung.

b. L.G.

5. When customers most visit the showroom for buying the mobiles?

a. Festival.

b. Discount offer.

c. Exchange offer.

d. New product.
6. Which is the highest selling model of Samsung mobiles now days?

a. S6 edge.

b. S7 edge.

c. C series.

7. Which is the highest selling model of L.G mobiles now days?

a. L.G G4.

b. L.G G5.

c. L.G NEXUS.

8. What is the most acceptable sizes of Samsung and L.G mobiles purchased by
the customer now days?

a. 4.7 inch.

b. 5.0 inch.

c. 5.2 inch.

d. 5.5 inch.

e. 5.7 inch.