Final internship report (1)
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This document is a summer training project report for Sony India Ltd. It includes an acknowledgements section thanking various individuals at Sony India for their support and guidance during the project. It also includes a table of contents outlining the various sections of the report. The report provides an executive summary of the Indian consumer durables industry and Sony's position within it. It gives background information on Sony as a company both globally and in India. It also provides profiles of Sony's products and competitors within the Indian market.
Final internship report (1)
- 1. THE INDIAN INSTITUTE OF PLANNING AND MANAGEMENT, MUMBAI SUMMER TRAINING PROJECT REPORT ON SONY INDIA LTD. AND THEIR PRODUCT PREPARED BY: MD. DANISH SHAMSHER 1
- 2. ROLL NO-58 Section: F2 FW (09- 11) ACKNOWLEDGEMENT I would like to take this opportunity to thank the Management of SONY INDIA LTD., Mumbai for granting the permission to carry out my summer training at their esteemed organization. I express my sincere gratitude to Mr. ARUN BABU, without whose guidance and support this endeavor would not have been possible. His Constant direction and advice played a very important role in motivating me to put my best efforts. Special thanks to Miss. Swasti Pandey for her constant support during the project.. Finally, I thank the Dean, IIPM Mumbai for permitting me to do the project. I also thank my friends and family members for their support and encouragement. MD DANISH SHAMSHER 2
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- 4. Table Of Contents Topic Page No 5 Executive Summary 8 Introduction to Consumer Durables 10 Private Players in the Indian Consumer Durables & Electronics Market Company Profile 13 Product Profile 17 Competitor Profile 20 Key learning’s 25 Job description 31 Conclusion 33 Bibliography 34 4
- 5. Executive Summary The Indian consumer durables industry has witnessed a considerable change in the past couple of years. Changing lifestyle, higher disposable income coupled with greater affordability and a surge in advertising has been instrumental in bringing about a sea change in the consumer behavior pattern. This industry consists of durable goods used for domestic purposes such as televisions, washing machines, refrigerators, microwave ovens, mobile phones etc. The growth in the consumer durables sector has been driven primarily by factors such as the boom in the real estate & housing industry, higher disposable income, emergence of the retail industry in a big way coupled with rising affluence levels of a considerable section of the population. As per a survey conducted by FICCI on the Indian consumer durables industry, a shift in consumer preferences towards higher-end, technologically advanced branded products has been quite discernable. Location of SIP Sony India Pvt. Ltd. Crimpage Corporation, 2nd floor, Plot No. 57, Street No.17, MIDC, Andheri East, Mumbai - 400093 Ph No : 022-6128 8000 5
- 6. Objectives Of The Study Different Companies/brands are available in the consumer durable market to customers like Sony, Samsung, LG, Philips, Panasonic etc. Sony is the leading brand name in the consumer durable market. The final decision of transaction is totally depend on the consumer, consumer may have different perception for his satisfaction for particular brand and company has to fulfill consumer’s requirement. Hence the concerned project is undertaken:- • To analyze the customer’s requirement. • To study the Competitor’s service • To study the attitude of staff member to customers. • To provide the better services & try to built the credibility in the consumer. • To know the opinion & suggestions of customers. 6
- 7. Industry Classification The consumer durables industry can be broadly classified as consumer electronics and consumer appliances. The consumer appliances category can be further segmented as white goods and brown goods. With a presence spanning 36 countries, Sony has not only touched the lives of millions but also has made a difference in their lifestyles. Visit Sony across the world and discover how a name, synonymous with technology, has given a totally new dimension to entertainment. Throughout the world today, Sony stands for innovation, state of the art technology and superior quality. Leading into its next fifty years, Sony’s vision is to offer people exciting new products and new lifestyles and remains committed to the challenge of creating and realizing these dreams. 7
- 8. Introduction to Consumer Durables Before the liberalization of the Indian economy, only a few companies like Kelvinator, Godrej, Allwyn, & Voltas were the major players in the consumer durables market, accounting for no less than 90% of the market. Then, after the liberalization, foreign players like LG, Sony, Samsung, Whirlpool, Daewoo, Aiwa came into the picture. Today, these players control the major share of the consumer durables market. Consumer durables market is growing very fast because of rise in living standards, easy access to consumer finance, & wide range of choice, as many foreign players are entering in the market. On the flip side, the presence of a large number of players in the consumer durables market sometimes results in excess supply. Strengths- 1. Presence of established distribution networks in both urban & rural areas 2. Presence of well-known brands. 3. In recent years, organized sector has increased its share in the market vis a vis the unorganized sector. Weaknesses- 1. Demand is seasonal & is high during festive season. 2. Demand is dependent on good monsoons. 3. Poor government spending on infrastructure. 4. Low purchasing power of consumers. 8
- 9. Opportunities- 1. In India, the penetration level of white goods is lower as compared to other developing countries. 2. Unexploited rural market. 3. Rapid urbanization. 4. Increase in income levels, i.e. increase in purchasing power of consumers. 5. Easy availability of finance. Threats- 1. Higher import duties on raw materials imposed in the Budget 2007-08 2. Cheap imports from Singapore, China & other Asian countries Consumer durables Sector can be classified as follows: 1. Consumer Electronics includes VCD/DVD, home theatre, music players, color televisions (CTVs), cameras, camcorders, portable audio, Hi-Fi, etc. 2. White Goods include dishwashers, air conditioners, water heaters, washing machines, refrigerators, vacuum cleaners, kitchen appliances, non- kitchen appliances, microwaves, built-in appliances, tumble dryer, personal care products, etc. 3. Moulded Luggage includes plastics. 4. Clocks & Watches 5. Mobile Phones. 9
- 10. Private Players in the Indian Consumer Durables & Electronics Market 1 Videocon Appliances Ltd One of India’s ingrown companies, Videocon boasts of an annual turnover of the tune of US$4.1billion. It has 17 sites in India, & is known to be the third biggest manufacturer of picture tubes in the world. It also has global presence, with plants in Mexico, Italy, Poland, China & the Middle East. Manufacturer of Televisions, VCRs, VCPs, Audio Systems, Home Appliances & Business Electronics. Manufactures Televisions & VCRs in technical tie-up with Toshiba Corporation of Japan. 2 L.G Electronics The market leader in consumer durables is LG for close to a decade in India. They have also been recognized for their superior innovation & after sale service. It is proud of their distribution channels which offer its products to the breadth & length of India. As early as 1998, LG with a budget of Rs500 Crores set up manufacturing facility with a state-of-the art technology at Greater Noida, near Delhi. L.G also has recently entered directly into the consumer market by setting up retail shops & boast of retail sales Rs. 10,000 crores in 2008. 3 Samsung Electronics Samsung entered India in 2002 with an 80 acre sprawling facility at Noida & mainly manufactures colour TVs, mobile phones & some white goods. Its manufacturing facilities are best known for its high automation, high quality & state of art. Manufacturer of Computer peripherals, televisions, refrigerators, washing machines, air conditioners, microwave ovens, audio & video systems. 10
- 11. 4 Salora International Ltd Manufactures black & white & color Television sets, fly back transformers, speakers & other components. Markets under its own brand name Panasonic brand of printers, fax machines, pan boards & digital cameras. Also markets under its own brand name colour monitors & cordless phones manufactured by some other renowned international brands. 5 Siemens, India The Siemens Group in India comprises of 22 companies, providing direct employment to over 17,000 persons. Currently, the group has 18 manufacturing plants, a wide network up of Sales & Service offices across the country as well as over 500 channel partners. Siemens brings to India state-of-the-art technology that adds value to customers through a combination of multiple high-end technologies for complete solutions. Today, Siemens, with its world-class solutions plays a key role in India’s quest for developing modern infrastructure. 6 Philips, India Makers of audio, video products, domestic appliances, & more. As a world leader in healthcare, lifestyle & lighting, Philips integrates technologies & design into people-centric solutions. Mission- To improve the Quality of people’s lives through timely introduction of meaningful innovations. 7 BPL Includes a shopping gallery & also corporate information including home entertainment, appliances, digital & mobile services, medical electronics, & consumer telecommunications. 11
- 12. 8 Bose Corporations Bose Corporation develops & manufactures audio devices (including speakers, amplifiers, headphones, automotive sound systems for luxury cars), automotive suspension systems, & performs some general research (such as debunking cold fusion). The company was founded in 1964 by Amar G. Bose, a professor of electrical engineering (who retired in 2005) at the Massachusetts Institute of Technology. 9 Haeir India Haier India started its commercial operations in January 2004 and is a 100 per cent subsidiary of the Haier Group. The India launch was started with innovative products which were designed keeping the day to day customer needs in mind -- products that will transform the customer's every day living into inspired living. 'Products that will make your today better than yesterday.' Haier India launched BMR technology for the first time in India followed by the Double Drive which is a newly patented technology 12
- 13. Company Profile One of the most recognized brand names in the world today, Sony Corporation, Japan, established its India operations in November 1994, focusing on the sales and marketing of Sony products in the country. In a span of 15 years Sony India has exemplified the quest for excellence in the world of digital lifestyle becoming the country’s foremost consumer electronics brand. With relentless commitment to quality, consistent dedication to customer satisfaction and unparalleled standards of service, Sony India is recognized as a benchmark for new age technology, superior quality, digital concepts and personalized service that has ensured loyal customers and nationwide acclaim in the industry. With brands names such as BRAVIA, BRAVIA Theatre, Cyber- shot‚ Handycam®, VAIO, Walkman®, Xplod, Memory Stick™‚ PlayStation®. Sony has established it self as a value leader across its various product categories of Audio/Visual Entertainment products, Information and Communications‚ Recording Media, Business and Professional products. In India, Sony has its footprint across all major towns and cities through a distribution network comprising of over 5000 dealers and distributors, 240 exclusive Sony outlets and 19 direct branch locations. Manned by customer friendly and informed sales persons, Sony’s exclusive stores ‘Sony Center’ are fast becoming the most visible face of the company in India. Sony India also has a strong service presence across the country with 20 company owned and 190 authorized service centers and 16 exclusive demonstration centers. A distinctive feature of Sony’s service is its highly motivated and well-trained staff that provides the kind of attentive and sensitive service that is rare today. Sony is committed to ensuring that both the products and the marketing activities employed truly make a difference to people’s lifestyles and offer them new dimensions of enjoyment. 13
- 14. It was in 1946 that Masaru Ibuka and Akio Morita together with a small team of passionate and committed group of employees started to build “Tokyo Tsushin Kenkyujo” (Totsuko), or “Tokyo Telecommunications Research Institute” to the billion dollar global conglomerate that it is today. It was in 1946 that Masaru Ibuka and Akio Morita together with a small team of passionate and committed group of employees started to build “Tokyo Tsushin Kenkyujo” (Totsuko), or “Tokyo Telecommunications Research Institute” into the billion dollar global conglomerate that it is today. The main objective of the company was to design and create innovative products which would benefit the people. From early attempts at creating products like the rice-cooker to the later success of creating Japan’s first magnetic recorder, the innovative company went on to create other hit products which won the company widespread recognition and international acclaim as a truly global company known for its quality and innovative products. Significant product milestones included Japan’s first transistor radio (1955), Trinitron colour television (1968), Walkman personal stereo (1979), Handycam videocamera (1989), PlayStation (1994), Blu-ray Disc recorder (2003) and PlayStation 3 (2006). The company name of Sony was created by combining two words of “sonus” and “sonny”. The word “sonus” in Latin represents words like sound and sonic. The other word “sonny” means little son. Used in combination, Sony is supposed to represent a very small group of young people who have the energy and passion towards unlimited creations and innovative ideas. With the far-sight of expanding worldwide, it was in 1958 that the company formally adopted “Sony Corporation” as its corporate name. Easy to pronounce and read in any language, the name Sony, which has a lively ring to it, fits comfortably with the spirit of freedom and open- mindedness. Company Mission Sony India focused towards making a difference in the lifestyles in the Indian market and open up new vistas of entertainment in the country. Sony India remains committed towards offering new age technology and digital concepts while working hand in hand with the Indian industry to produce 14
- 15. and sell excellence. Their consistent commitment towards service has brought the company quite closer to the Indian customer. Business Philosophy To work meticulously by putting calculative & creative efforts to ensure success. To provide high quality products to Consumers. Ultimate Objectives Increasing Sales Volume. Increasing trial. Increasing repeat purchase. Increasing loyalty. Creating interest. Creating awareness. Gaining intermediary support. 15
- 16. Company: Sony India Pvt. Ltd. Managing Mr. Masaru Tamagawa Director: Date of November 17, 1994 Establishment: Location: A-31, Mohan Cooperative Industrial Estate, Mathura Road, New Delhi - 110044, India. Staff Strength: 728 Share Capital: Rs. 550 million Share Holding: 100% subsidiary of Sony Corporation, Japan Branch Delhi, Haryana, Mumbai, Bangalore, Chennai, Kolkata, Offices: Hyderabad, Vijayawada, Jaipur, Chandigarh, Lucknow, Pune, Ahmedabad, Indore, Cochin, Coimbatore, Ghaziabad, Guwahati, Mangalore and Ranchi Business: Marketing, Sales and After-Sales Service of electronic products & software exports Activities: Products: Televisions, Hi-fi Audios, Home Theater systems and DVD players, Personal Audio (CD/Cassette Radio Players and Walkman®), Audio Video Accessories, Car Audio and Visual Systems, Notebooks, Gaming Consoles, Camcorders and Digital Still Cameras, Digital Imaging Accessory (Batteries, Chargers, Microphone, Photo Printers), Mobile Phones, Recording Media and Energy Devices, Broadcast and Professional products. 16
- 17. Product Profile Basic Consumer Durables Bravia™ LCD/LED TV Capture the true colours of movies with vast collection of Bravia LCD/LED TVs that pushes the boundaries of TV technology to bring y maximum picture quality in full high definition. Digital Photography Breaking technological grounds, our Digital Imaging devices and accessories are created with you in mind. We have cameras with compact designs if you wish to carry it in your purse, and cameras with additional features if you’re looking for that something extra. 17
- 18. Home Theatre System Combining the latest in video and audio technologies, Sony has developed a series of Home Theatre Systems that provides you with an enhanced home theatre experience. VAIO CS Vaio CS is an extraordinary blend of elegance, fun and high performance with its irresistible colour range and mistic features 18
- 19. Play Station Gaming would not be the same without the invention of the Sony PlayStation series. In addition to the highly popular PlayStation®2, there’s the handy PlayStation®Portable and next-generation console PlayStation®3. 19
- 20. Competitor’s Profile The Korean company Samsung has grown to become one the world’s leading electronic companies, specializing in digital appliances and media, semiconductors, memory and system integration. Today Samsung’s innovative & top quality products & processes are world recognized. The digital age has brought revolutionary change – and opportunity – to global business, and Samsung has responded with advanced technology, competitive products, and constant innovation. Samsung, see every challenge as an opportunity and believe that it is perfectly positioned as one of the world's recognized leaders in the digital technology industry. Its commitment to being the world's best has won the No.1 global market share for 13 products, including semiconductors, TFT-LCDs, monitors and CDMA mobile phones. Looking forward, and making historic advances in research and development of its overall semiconductor line, including flash memory and non-memory, custom semiconductors, DRAM and SRAM, as well as producing best-in-class LCDs, mobile phones, digital appliances, and more. 20
- 21. 7 The history of LG Electronics has always been surrounded by the company's desire to create a happier, better life. LG Electronics was established in 1958 and has since led the way into the advanced digital era thanks to the technological expertise acquired by manufacturing many home appliances such as radios and TVs. LG Electronics has unveiled many new products, applied new technologies in the form of mobile devices and digital TVs in the 21st century and continues to reinforce its status as a global. 21
- 23. REFRIGERATOR . Side by Side Refrigerator . Frost Free Refrigerator . Direct Cool Refrigerator WASHING MACHINE . Dish Washer . Steam Washer Dryer . Washer Dryer . Front Load Washing Machine . Top Load Washing Machine . Semi Automatic Washing Machine 23
- 24. MICROWAVE OVEN . Solar Dom Microwave . Convection Microwave . Grill Microwave . Solo Microwave TELEVISION . LCD TV . Plasma TV . Ultra Slim TV . Flat TV 24
- 25. Computer Products . Notebook PC . Desktop PC . Monitor . Optical Storage Devices . Projector 25
- 26. Key Learning’s What is marketing Executive? Marketing executives are involved in developing marketing campaigns that promote a product, service or idea. The role includes planning, advertising, public relations, organizing events, product development, distribution, sponsorship and research. The work is often challenging, varied and exciting. The responsibilities of a marketing executive will vary, depending on the size of the organization and sector, and whether the focus is on selling a product or service or raising awareness of an issue that affects the public. As many organizations have marketing departments, marketing executives can be found in both the private and public sectors, from the financial, retailing and media industries to voluntary and public sector organizations. Marketing executives may also be known as marketing officers or coordinators. What is marketing Executive work? Marketing executives contribute to and develop integrated marketing campaigns. Tasks typically involve: • liaising and networking with a range of stakeholders, e.g. customers, colleagues, suppliers and partner organizations; • communicating with target audiences and managing customer relationships; • sourcing advertising opportunities and placing adverts in the press (local, regional, national and specialist publications) or on the radio (depending on the organization and the campaign); • managing the production of marketing materials, including leaflets, posters, flyers, newsletters and e-newsletters and DVDs; • writing and proofreading copy; • liaising with designers and printers; • organizing photo shoots; • arranging for the effective distribution of marketing materials; 26