A Summer Internship Project Report on

Submitted in partial fulfillment of the requirement for the degree ofMaster of Business Administration(Affiliated to University of Pune)By

Roll No.Under the guidance of

A study conducted for

At

Indira School of Business StudiesTathwade, Pune 4110332013-2015

AcknowledgementIt is indeed of great moment of pleasure to express my senses of per found gratitude to all the people who have been instrumental in making my training a rich experience. I got an opportunity to get a project in PE ELECTRONICS limited. For this, I would like to thank Mr. Sushil Mantri who talked to the concerned person and without whom an internship with the company would not have been possible. I express my gratitude to Mr. TAREQUE QUAZI (Area Sales Head), my company guide and my faculty guide Prof. ANJALI PASHANKAR for giving me an opportunity to work and make the best out of my internship. I thank to Mr. Raju Angre (Branch manager) and Mr. RAHUL SOMANI (RSO) for their full support to me and constantly guided and supported me throughout the training period. My heartfelt gratitude also goes out to the staff and employees at PE ELECTRONICS limited for having co-operated with me and guided me throughout the training period. I thank my college, INDIRA SCHOOL OF BUSINESS STUDIES, for having given me this opportunity to put to practice, the theoretical knowledge that I imparted from the program.

Certificate from ISBSThis is to certify that the Summer Training Report COMPARATIVE STUDY OF PHILIPS LED AND OTHER COMPETITIVE BRANDS at PE ELECTRONICS is a bonafide work carried out by KAPIL SHELKE in the partial fulfillment of requirement for the award of MASTER OF BUSINESS ADMINSTRATION (MBA) course approved by All India Technical Education (AICTE) Ministry of HRD, Government of India, New Delhi.To the best of my knowledge & belief this work, is not submitted published elsewhere for any degree or diploma examination.

PROF. ANJALI PASHANKAR (FACULTY GUIDE)

Executive SummaryPE Electronics Ltd is a new business unit that brings together two premium brands Philips (range of television products) and Electrolux (range of Home Appliances) that complement each other as a single entity under a unique brand licensee agreement. Philips is a range of Television Products and Electrolux is a range of Home Appliances. They set up in April 2010; PE Electronics Ltd. is headquartered in Mumbai and will operate in 9 zones with 24 branch offices across the country. As part of PE Electronics, the Philips product range will consist of High definition LEDs, LCDs and Ultra Slim Color TVs. The Electrolux product range will consist of Refrigerators, Washing Machines, Microwave Ovens and Air- Conditioners.The main objective of the research is to find out the condition of Philips service in the market and know where consumers and dealers are satisfied with the services which are provided to them.Research Objectives are study of the awareness of the product ,Buying behavior of the customer ,analysis of the demand ,quality of product, market shares of company, Dealers selling strategies, Performance of the product and customer satisfaction.Findings of the project are 99% respondents were aware of PHILIPS LED. About quality of PHILIPS LED numbers of respondents have positive perception greater than negative perception because 93% dealer perceives positive attributes of PHILIPS LED as against 7% negative.From the above project I learned that Philips is the reputed brand in the Aurangabad region because the brand awareness is about 99%. Philips as brand also has other competitors in the market.

Index / Table of Contents

S NContentsPg No

1Introduction / Project Outline1

2Industry / Company overview4

3Objectives17

4Research Methodology 19

5Data Analysis , Results and Interpretation 22

6Learnings39

7Contribution42

8References / Bibliography45

List of TablesTable NoDetailsPg No

2.1Board of Directors6

2.2Employment Contribution7

5.1Brands Keep Dealers in Their Showroom24

5.2Awareness of Philips LED25

5.3Factors Influencing (Overall)26

5.4Demand of Brands27

5.5No. of Most Sale Brand28

5.6Quality of Philips29

5.7.Factors Influencing Product wise30

5.8Counter share of Brand31

5.9Market Share of Brand32

5.10Awareness of Philips DDB33

5.11Factors Most Enables to Purchase Philips DDB34

5.12DDB TVs Sales Per Year35

5.13Offers Appreciated to Customer36

5.14(A)Complaints Per Year37

5.14(B)Service Satisfaction38

List of FiguresTable NoDetailsPg No

2.1Sales by Business 201316

5.1No. of Brands Keep Dealers in Their Showroom24

5.2Percentage of Philips LED Awareness25

5.3Percentage of Factors Influencing (Overall)26

5.4Percentage of Brand Demand27

5.5Highest Sale Brands28

5.6Percentage of Quality of Philips29

5.7No. of Factors Influencing Product wise30

5.8No. of LED Sales Per Year.31

5.9Percentage of Market Share in Comparison to Other Competitors32

5.10Percentage of Philips DDB Awareness33

5.11Factors Most Enables to Purchase Philips DDB34

5.12No. of DDB TVs Sales Per Year35

5.13Offers Appreciated To Customer36

5.14(A)No. of Complaints Per Year37

5.14(B)Satisfaction Level of Brands38

Abbreviations

AbbreviationsLong form

PEPhilips Electrolux

RSORegional Sales Officer

TVTelevision

LCDLiquid Crystal Display

LEDLight Emitting Diode

Fig.Figure

DDBDigital Direct Broadcast

ix

Chapter 1: Introduction / Project Outline

Introduction

PHILIPS ELECTROLUX Electronics Limited India is a new business unit that brings together two premium brands Philips and Electrolux that complement each other as a single entity under a unique brand licensee agreement. Philips is a range of Television Products and Electrolux is a range of Home Appliances. They set up in April 2010; PE Electronics Ltd. is headquartered in Mumbai and will operate in 9 zones with 24 branch offices across the country. As part of PE Electronics, the Philips product range will consist of High definition LEDs, LCDs and Ultra Slim Color TVs. The Electrolux product range will consist of Refrigerators, Washing Machines, Microwave Ovens and Air- Conditioners.Brands like LG, Samsung, Videocon, and Onida, inclusive of Igo, have been able to confirm their presence and during 2011 their combined market presence was 77.5 percent compared to 58.3 percent in 2010. However, their absolute numbers have reduced. Sales of some other brands such as the following in the 0.1 to 0.2 million category like Haier, TCL, Samsung, Oscar, Sony, Panasonic, Philips, Onida, Videocon.In the present scenario Samsung, Sony, and LG are the major players in the segment with a market share of 61 percent during 2011. In 2010, these companies held a combined market share of 81 percent. Other companies like Videocon, Toshiba, and Panasonic are quickly gaining ground in this segment. Project Outline:Our main objective is to compare the Philips LED with other competitive brands i.e. Samsung, Sony, LG, Videocon, Sansui, Onida, and Panasonic.1) Research was conducted at PE-electronics Aurangabad.2) Data was collected about Dealer i.e. no. of stocks, brands etc3) Survey was conducted to understand that how many are aware of Philips product.

The entire team at Philips-Electrolux division is new, including sales personnel, and Videocon has poached a number of mid-senior level managers from Samsung, said a person with direct knowledge of the development. "It is but natural to expect that the new brand heads will bring in some people from the company they were working with," the same person said. The new business unit has been formed even as negotiations are on between Videocon and Electrolux to extend their brand license deal beyond 2010.Philips and Electrolux were clubbed together as a business unit as they are the premium brands in the Videocon portfolio and complement rather than compete with each other given their product mix. Videocon is a multi-brand consumer durable firm selling products such as televisions, refrigerators, washing machines, air conditioners under Videocon, Sansui, Ken star, Electrolux, Kelvinator brands.

Chapter 2: Industry Overview& Company Overview

Industry OverviewElectronics Industry in IndiaThe Indian electronics industry had its origins to the year 1965 with an orientation towards space and defense technologies. This was rigidly controlled and initiated by the government. This was followed by developments in consumer electronics mainly with transistor radios, black & white TVs, calculators, and other audio products. Color televisions soon followed. 1982 was a significant year in the history of television in India when the government allowed thousands of color TV sets to be imported into the country to coincide with the broadcast of Asian Games in New Delhi. 1985 saw the advent of Computers and Telephone exchanges, which were succeeded by Digital Exchanges in 1988. The period between 1984 and 1990 was the golden period for electronics during which the industry witnessed continuous and rapid growth. Consumer Electronics - Consumer electronics (durables) sector continues to be the main stay of the Indian electronic industry contributing about 32 per cent of the total electronic hardware production. The market is expected to grow at 10 to 12 per cent annually. The urban consumer durables market is growing at an annual rate of seven to 10 per cent, the rural durables market is growing at 25 per cent annually. Some high-growth categories within this segment include mobile phones, TVs, and music systems. Current Scenario - In recent years the electronic industry is growing at a brisk pace. The demand in the Indian market is expected to touch $400 billion by 2020. The largest segment is the consumer electronics segment. While is largest export segment is of components. Under the Modified Special Incentive Package Scheme (M-SIPS), the government will provide up to Rs 100 billion in benefits to the industry during the 12th Five Year Plan (2012-17). India's production constitutes only about 1.3% of the global electronics hardware production of $1.7 trillion. Hence it is miniscule by international comparison. However the demand in the Indian market is growing rapidly and investments are flowing in to augment manufacturing capacity. The consumer electronics and durables industry is currently poised at about Rs 340 billion. India is also an exporter of a vast range of electronic components and products for the following segments Display technologies Entertainment electronics Optical Storage devices Passive components Electromechanical components Telecom equipment Transmission & Signaling equipment Semiconductor designing Electronic Manufacturing Services (EMS) In consumer electronics Korean companies such as LG and Samsung have made commitments by establishing large manufacturing facilities and now enjoy a significant share in the growing market for products such as Televisions, CD/DVD Players, Audio equipment and other entertainment products. Company OverviewPHILIPS INDIAPhilips began operations in India in 1930 with the establishment of Philips Electrical Co. (India) Pvt Ltd in Kolkata as a sales outlet for imported Philips lamps. In 1938, Philips established its first Indian lamp-manufacturing factory in Kolkata. In 1948, Philips started manufacturing radios in Kolkata. In 1959, a second radio factory was established near Pune. In 1957, the company converted into a public limited company, renamed "Philips India Ltd". In 1970 a new consumer electronics factory began operations in Pimpri near Pune; the factory was closed in 2006. In 1996, the Philips Software Centre was established in Bangalore, later renamed the Philips Innovation Campus. In 2008, Philips India entered the water purifier market.PHILIPSKoninklijke Philips N.V. (Royal Philips, commonly known as Philips) is a Dutch diversified technology company headquartered in Amsterdam with primary divisions focused in the areas of Healthcare, Consumer Lifestyle and Lighting. It was founded in Eindhoven in 1891 by Gerard Philips and his father Frederik. It is one of the largest electronics companies in the world and employs around 122,000 people across more than 60 countries.Board of DirectorsNon-Executive Director & Chairman S. M. Datta

Managing Director Krishna Kumar Ananthasubramanian

Executive DirectorJan-Hein Louwman

Chief Executive OfficerKrishna Kumar

Consumer LifestyleADA Ratnam

Chief Financial OfficerJan-Hein Louwman

Human ResourcesKrish Shankar

LightingNirupam Sahay

Strategy &Business DevelopmentPriyank Agarwal

Chief General CounselRajiv Mathur

Philips Innovation CampusSrinivas Prasad

Chief Marketing OfficerVivek Sharma

Philips is organized into three main divisions: Philips Consumer Lifestyle (formerly Philips Consumer Electronics and Philips Domestic Appliances and Personal Care), Philips Healthcare (formerly Philips Medical Systems) and Philips Lighting. As of 2012 Philips was the largest manufacturer of lighting in the world measured by applicable revenues.In 2013, the company announced the sale of the bulk of its remaining consumer electronics operations to Japan's Funai Electric Co. but in October 2013, the deal to Funai Electric Co was broken off and the consumer electronics operations remain under Philips. Philips said it would seek damages for breach of contract in the $200-million sale.Employment-The total number of Philips Group employees (Continued operations) was 114,689 at the end of 2013, compared to 116,082 at the end of 2012. Approximately 41% were employed in the Lighting sector, due to the continued vertical integration in this business. Some 32% were employed in the Healthcare sector and approximately 16% in the Consumer Lifestyle sector.Employment SectorEmployee Per Sector 2013

Health care37,008

Consumer Lifestyle17,854

Lighting46,890

Innovation, Group & Services12,937

Table No-2.2Major Office Locations in IndiaGurgaon(Corporate Office and Northern Regional Office)Visit/WritePhilips India Limited9th Floor, DLF 9-B,DLF Cyber City,Sector 25, DLF Phase 3,Gurgaon 122002, India.Tel: +91-

Kolkata(Registered Office and Eastern Regional Office)Visit/WritePhilips India Limited7, Justice Chandra Madhab Road,Kolkata 700020, India.Tel: +91-33-24867621

BengaluruVisit/WritePhilips India LimitedPhilips Innovation CampusMFAR Manyata Tech Park,Nagavara,Bangalore 560045, India.Tel: +91-80-41890000

Chennai(Southern Regional Office)Visit/WritePhilips India LimitedTemple Towers, 5th Floor,Old No: 476, New No: 672,Anna Salai, Nandanam,Chennai 600035, India.Tel: +91-44-66501000

Hyderabad

Philips India Limited6-3-1109/103, 3rd Floor,Jewel Pawani Towers,Raj Bhavan Road, Somajiguda,Hyderabad 500082, India.Tel: +91-40-66467676Mumbai(Western Regional Office)Visit/WritePhilips India LimitedTechnopolis Knowledge Park,Mahakali Caves Road,Chakala, Andheri (E),Mumbai 400093, India.Tel: +91-22-66912000

HISTORYThe Philips Company was founded in 1891 by Gerard Philips and his father Frederik. Frederik, a banker based in Zaltbommel, financed the purchase and setup of a modest, empty factory building in Eindhoven, where the company started the production of carbon-filament lamps and other electro-technical products in 1892. This first factory has been adapted and is used as a museum.PHILIPS LOGO

PHILIPS CURRENT LOGOCompany ProfileRoyal Philips- is a diversified health and well-being company, focused on improving peoples lives through meaningful innovation in the areas of Healthcare, Consumer Lifestyle and Lighting. Headquartered in the Netherlands, Philips posted 2013 sales of EUR 23.3 billion and employs approximately 115,000 employees with sales and services in more than 100 countries.The company is a leader in cardiac care, acute care and home healthcare, energy efficient lighting solutions and new lighting applications, as well as male shaving and grooming and oral healthcare.Product Range:There are various series in LEDLED SERIES 3500MODELMRPSPECIFICATION

24PFL3538`16,990/-LED, HD Ready, CRYSTAL CLEAR, 120Hz Perfect Motion Rate, 6W SOUND, USB, HDMI

LED SERIES 3900MODELMRPSPECIFICATION

32PFL3938`27,000/-LED, Full HD 1080p, Pixel Plus HD, 120Hz Perfect Motion Rate, 16W SOUND, USB, HDMI

24PFL3938`15,000/-

22PFL3938`14,000/-

20PFL3938`12,000/-

LED SERIES 4700MODELMRPSPECIFICATION

50PFL4758`79,000/-LED, Full HD 1080p, Pixel Plus HD, 120Hz Perfect Motion Rate, 20W SOUND, USB, HDMI

46PFL4758`69,000/-

40PFL4758`44,000/-

40PFL4757`46,990/-

32PFL4738`27,000/-

32PFL4737`27,990/-

29PFL4738`21,500

24PFL4738`15,990

22PFL4758`14,000

LED SERIES 4900MODELMRPSPECIFICATION

32PFL4938`27,000/-LED, HD Ready, Pixel Precise HD, 240Hz Perfect Motion Rate, 16W SOUND, USB, HDMI

29PFL4938`21,490/-

LED SERIES 5500MODELMRPSPECIFICATION

42PFL5578`60,990/-DDB, Full HD 1080p, Pixel Precise HD, 240Hz Perfect Motion Rate, 20W SOUND, USB, HDMI

32PFL5578`34,990/-

LED SERIES 5900MODELMRPSPECIFICATION

29PFL5937`23,490/-LED, HD Ready, Pixel Plus HD, 120Hz Perfect Motion Rate, 16W SOUND, USB, HDMI

LED SERIES 6300MODELMRPSPECIFICATION

50PFL6358`89,000/-LED, Full HD 1080p, Pixel Precise HD, 240Hz Perfect Motion Rate, 20W SOUND, USB, HDMI

46PFL6358`79,000/-

40PFL6358`53,000/-

LED SERIES 6900MODELMRPSPECIFICATION

42PFL6977`60,990/-DDB, Full HD 1080p, Pixel Precise HD, 240Hz Perfect Motion Rate, 20W SOUND, USB, HDMI, 2 or 1Year HD D2H Subscription.

32PFL6977`34,990/-

LED SERIES 7900MODELMRPSPECIFICATION

42PFL7977`75,990/-DDB, Full HD 1080p, Perfect Pixel HD, 240Hz Perfect Motion Rate, 20W SOUND, USB, HDMI, 2 or 1Year HD D2H Subscription.

32PFL7977`49,990/-

LED SERIES 8700MODELMRPSPECIFICATION

42PFL6977`1,04,000/-DDB, Full HD 1080p, Pixel Precise HD, 480Hz Perfect Motion Rate, 20W SOUND, USB, HDMI, 2 Year HD D2H Subscription.

Digital Direct Broadcast:The DDB Foundation is a union of seven technology giants. The foundation has come up with its most prestigious innovation Digital Direct Broadcast (DDB) technology platform. The DDB technology platform is an advanced TV operating system, which allows the DDB enabled televisions to perform multiple functions never experienced before on one single platform.This revolutionary technology is pioneered by STMicroelectronics - Worlds leading semiconductor company, Irdeto Worlds leading innovative software and application maker, Nivio Worlds leading cloud computing brand, Faroudja Emmy award winning audio-video technology, Strata Worlds leading sound technology and is presented by Videocon d2h - Indias most advanced DTH service provider and Phillips Worlds leader in healthcare, lighting and consumer lifestyle brand.DDB- Digital Direct Broadcast platform is an advanced TV operating system, which allows the DDB enabled televisions to perform multiple functions never experienced before on one single platform. This new technological wave rides high on features such as- receiving, processing and display capability of real Full HD 1080p digital signals without the help of any set-top box, giving you an audio-visual experience never seen or heard before, dual core processor 450 MHz, 14-bit video processor; Motion Enhancement and Motion Correction (MEMC), which interpolates and constructs the in between frames to eliminate issues related to both motion judder and motion blur, giving you an outstanding viewing experience, 3D Technology, Faroudja Video and Audio Optimized that eliminates any distortion caused by noise signal and gives you a vivid and clear image for your viewing; Strata Certified Audio and 10-band Graphic Equalizer. Its cloud computing abilities help you access your files remotely which are saved on it. And last but not the least is fully fledged internet experience along with net buttons like Facebook, Youtube, Twitter, Picassa, eWeather, Internet Radio, mail and chat client and File Sharing.

Vision and Mission

VisionAt Philips, we strive to make the world healthier and more sustainable through innovation. Our goal is to improve the lives of 3 billion people a year by 2025. We will be the best place to work for people who share our passion. Together we will deliver superior value for our customers and shareholders.

MissionImproving peoples lives through meaningful innovation.

Chapter 3: Objectives

Objective

To determine the market share of Philips LED TVs & other competitive brands. To identify the factors influencing consumer purchase decision in Aurangabad region. Study of dealer Awareness about LED and DDB in Aurangabad Region. To know the dealer and consumer satisfaction towards service.

Chapter 4: Research Methodology

Research MethodologyResearch is the systematic design, collection, analysis and reporting of data and findings relevant to a specific situation or problem. The objective of this section is to describe the research procedure and methods that have been adopted for the achievement of the project objectives.

Research Design-Descriptive Research Method: Descriptive Research method attempts to determine the extent of differences in the needs, perceptions, attitude and characteristics of subgroups. It determines the answers as to who, what, when, where, and how questions .For E.g. identify the demographics of the consumers who purchase electronics products. My research is Survey in nature.

Sampling Design-

Sample Size-70Sampling Framework-AURANGABAD REGIONSampling Method-Systematic Sampling.

Data Collection-Method of Data collection: In order to study the consumer perception regarding the uses of Philips Products with respect to other companies in Aurangabad region both primary and secondary data will be collected. The study proposed to collect Primary Data through questionnaire using survey method. So as to give a precise, accurate, realistic and relevant data. The Secondary Data as it has always been important for the completion of any report provides a reliable, suitable, equate and specific knowledge. The data will collect from websites published by the company.

Sampling Technique: The study proposed to use convenience sampling.Sample Area: In order to make a comparative analysis study the consumer perception as well as dealer & retailers perception of Philips products with respect to its competitor, the data for the study has been collected through a survey of Dealers/Retailers of Aurangabad City and surroundings.

Chapter 5: Data Analysis and Interpretation

Data Analysis and InterpretationData Analysis of The DEALER or RETAILER Questionnaire for PHILIPS LED For this purpose I conducted a survey with the sample size of 70. This sample includes the dealers and the retailers in the area of Aurangabad and surroundings. The questionnaire having 15 questions was prepared to obtain the desired information and the method of personnel interview was also adopted for those dealers who were not interested in filling the questionnaire and the data got is then analyzed and following are the results for the same.

EXHIBIT AQ.1) which of the following brands of LED does you keep in your showroom?Brand NameNo. of Respondents

1. PHILIPS53

2. LG53

3. SAMSUNG57

4. SONY55

5. SANSUI51

6. VIDEOCON47

7. ONIDA43

8. PANASONIC27

9. OTHER30

Table No. 5.1It can be observed from the above exhibit, Fig 5.1 shows that out of 70 dealers or retailers who were part of survey in Aurangabad and surroundings where 53 keep PHILIPS in their showroom, 53 keep LG, 57 keep SAMSUNG, 56 keep SONY, 51 keep SANSUI, 47 keep VIDEOCON, 43 keep ONIDA, 27 keep PANASONIC, and 30 keep other than above brands.

Fig 5.1AWARENESS OF PHILIPS LEDNO. OF RESPONDENTSPERCENTAGE

YES6999%

NO11%

TOTAL70100%

EXHIBIT BQ2) Are you aware about the Philips LED?

Table No. 5.2It can be observed from the above exhibit, that from 70 respondents 99% dealers are aware of PHILIPS LED. 1 % dealers are totally unaware of PHILIPS LED.Fig 5.2 shows that 69 dealers are aware about Philips LED and only 1 dealer is not aware about Philips LED.PHILIPS LED AWARENESS GRAPH

Fig. 5.2EXHIBIT CQ3) which factor influencing in buying decision of customer? (Overall)FACTORSNO. OF RESPONDENTS

1. PRICE26

2. BRAND IMAGE16

3. SERVICES3

4. ALL25

TOTAL70

Table No. 5.3

Above exhibit are gives idea about which factors most influencing (in overall view) in buying decision of customer. Fig 5.3 shows that PRICE is most important factor than other. In survey of 70 dealers 26 dealers are choose PRICE i.e. 37 percent, 25 dealers choose ALL i.e. 36 percent, 16 dealers choose BRAND IMAGE i.e. 23 percent, And only 3 dealers choose Services i.e. 4 percent.

Fig. 5.3EXHIBIT DQ4) which brand customer asks first after entering the showroom?BRAND NAMENO. OF RESPONDENTS

1. LG7

2.PHILIPS5

3. SAMSUNG26

4. PANASONIC0

5. ONIDA1

6. VIDEOCON6

7. SONY25

8. SANSUI0

TOTAL70

Table No. 5.4It can be observed from the Exhibit D, which brand customer ask first after entering the showroom. We saw that out of 70 dealers 26 dealers choose Samsung is high demand brand by customer, i.e. 37 % (In Fig. 5.4). And only 5 dealers choose Philips is high demand brand, i.e. 7%.

Fig. 5.4

EXHIBIT EQ5) which of the following brands of LED sell most?BRAND NAMENO. OF RESPONDENTSPERCENTAGE

1. SAMSUNG1826%

2. VIDEOCON1319%

3. SONY1217%

4. PHILIPS1116%

5. SANSUI710%

6. LG34%

7. PANASONIC34%

8. ONIDA23%

9. OTHER11%

TOTAL70100%

Table No. 5.5It can be observed from the above exhibit SAMSUNG is a highest sell brand in Aurangabad region. Out of 70 dealers 18 dealers responds Samsung as their first choice i.e. 26%. While Philips as a fourth choice i.e. 16%

Fig. 5.5EXHIBIT FQ6) what do you feel about Quality of Philips LED products?QUALITY OF PHILIPS LEDNO. OF RESPONDENTS

1. VERY GOOD13

2. GOOD39

3. SATISFACTORY13

4. POOR5

TOTAL 70

Table No. 5.6From the above exhibit we conclude that 39 dealers prefer that PHILIPS LED quality is GOOD. 13 say that PHILIPS LED quality is very good, 13 say that quality is satisfactory and 5 say that PHILIPS LED quality is poor.

Fig. 5.6EXHIBIT- GQ7) which factor influencing in buying decision of customer?BRAND NAMEPRICEQUALITYTECHNOLOGYOFFERSSERVICESOTHER

1. PHILIPS5352103300

2. LG4554300263

3. SAMSUNG5061232511

4. SONY5060374533

5. SANSUI51271390

6. VIDEOCON502524151

7. ONIDA42250041

8. PANASONIC29111010

OTHER BRAND301053042

Table No. 5.7From the above exhibit we saw that Philips PRICE is most influencing in buying decision of customer i.e. 53. Samsung QUALITY is most influencing in buying decision of customer i.e. 61. Sony TECHNOLOGY, SERVICES and OTHER Factor are most influencing in buying decision of customer i.e. 37, 53 & 3. While OFFER is most influencing factor in case of Other brand (30) like Haier, LLOYD, Sharp, Mitashi, etc. In OTHER Factors include LOOK, BRAND IMAGE etc.

Fig. 5.7EXHIBIT HQ8) which are the current counter share of the following brands?BRAND NAMESales LED Per Year

1. SAMSUNG3125

2. SANSUI2650

3. SONY2634

4. VIDEOCON2240

5. LG2037

6. PHILIPS1504

7. ONIDA1417

8. PANASONIC1060

9. OTHER634

Table No. 5.8

In the above exhibit we saw that, (all are approximately) Samsung sales 3125 LED per year and Philips sales 1504 LED per year. In the above exhibit we saw that, SAMSUNG is a highest sale brand in comparison to other brands.

Fig. No. 5.8EXHIBIT IQ9) which electronics company has more market share in comparison to other electronics company?BRAND NAMEMARKET SHARE IN COMPARISON TO OTHER COMPETITORSPERCENTAGE

1. SONY1724%

2. PHILIPS812%

3. SANSUI57%

4. LG46%

5. SAMSUNG1927%

6. PANASONIC11%

7. ONIDA23%

8. VIDEOCON1319%

OTHER11%

Table No. 5.9Above exhibit we calculate that out of 70 dealers 19 dealers say SAMSUNG is more market share as compared to other brands, i.e. 27% and 8 dealers say PHILIPS has more market share, i.e. 12%.

Fig. 5.9EXHIBIT JQ10) Are you aware about the Philips DDB?PHILIPS DDBRESPONDENTSPERCENTAGE

YES4767%

NO2333%

TOTAL70100%

Fig. 5.10It can be observed from the above exhibit, that from 70 respondents 67 % dealers are aware of PHILIPS DDB, 33 % dealers are totally unaware of PHILIPS DDB.Fig 5.10 shows that 47 dealers are aware about Philips DDB and 23 dealers are not aware about Philips DDB.

Fig. 5.10

EXHIBIT KQ11) which factors most enables customer to purchase DDB TVs?1. BEST PICTURE QUALITY10

2. NO SIGNAL LOSS3

3. NO ADDITIONAL SET TOP BOX41

4. ONLY SINGLE WIRE CONNECTION2

5. DUAL CORE PROCESSOR0

14-BIT VIDEO PROCESSOR1

7. PERFECT NATURAL MOTION0

8. SINGLE REMOTE USE FOR LED & D2H4

9. OFFER2

Table no. 5.11In the above exhibit we saw that which factor most enables customer in buying decision of PHILIPS DDB. We saw that out of 47 dealers 41 suggest NO ADDITIONAL SET TOP BOX, Out of 47 dealers 10 says BEST PICTURE QUALITY, 4 says SINGLE REMOTE USE FOR LED & D2h, 3 says NO SIGNAL LOSS, 2 says ONLY SINGLE WIRE CONNECTION, 2 says OFFERS and 1 say 14-BIT VIDEO PROCESSOR.

Fig. 5.11EXHIBIT - LQ12) How many DDB LED sales per year?BRAND NAME SALES DDB PER YEARPERCENTAGE

1. PHILIPS15441%

2. SANSUI21034%

3. VIDEOCON25525%

Table No. 5.12In the above Exhibit we saw that, how many ddb sales per year of a particular brand, in this only 3 brands having a DDB i.e. PHILIPS, SANSUI, VIDEOCON. We can be observed from the above Exhibit 255 DDB sales of VIDEOCON, 210 DDB sales of SANSUI and 154 DDB sales of PHILIPS. VIDEOCON is a highest sales brand in DDB.In percentage their market share is 41 %, SANSUI has a 34 % market share and PHILIPS has 25 % market share.

Fig. 5.12

EXHIBIT MQ13) which of the following offers are appreciated by customer?OFFERSOFFERS APPRECIATED BY CUSTOMER

1. CASH DISCOUNTS43

2. GIFT VOUCHERS0

3. FREE APPLIANCES0

4. COMBO OFFERS1

5. EXCHANGE OFFER0

6. FINANCE OFFER26

Table No. 5.13It can be observed from above exhibit that out of 70 dealer 43 dealers say CASH DISCOUNT offer is most appreciated to customer, 26 dealers say FINANCE OFFER is most appreciated to customer, 1 dealer is say COMBO OFFER is appreciated to customer and no one say remaining offer is appreciated to customer.From above we say that CASH DISCOUNT offer is most suitable to customer.

Fig. 5.13EXHIBIT NQ14] (A) how often do you get service related complaints from customer?BRAND NAMECOMPLAINTS PER YEAR

1. SANSUI773

2. VIDEOCON733

3. ONIDA670

4. PHILIPS589

5. PANASONIC529

6. SAMSUNG512

7. LG418

8. SONY320

Table No. 5.14From above exhibit we can be observed that SANSUI has more complaints than other competitors. SANSUI has 773 complaints and PHILIPS has 589 complaints and SONY has very less complaints as compared to other brand.

Fig. 5.14EXHIBIT OQ14] (B) what do you feel about the service of following brands?BRAND NAMEA. HIGHLY SATISFIEDB. SATISFIEDC. MODERATED. DISSATISFIEDAVAILABILITY OF BRAND

1. PHILIPS82418454

2. LG103013154

3. SAMSUNG113217060

4. SONY103313056

5. SANSUI52421353

6. VIDEOCON 42520352

7. ONIDA32220348

8. PANASONIC11813234

Table No. 5.15In above table we saw that out of 54 dealers of PHILIPS 8 are HIGHLY SATISFIED, 24 are SATISFIED, 18 are MODERATE and 4 are DISSATISFIED.

Fig. 5.15

Chapter 6: Learnings

Learnings

1) 99% of 70 dealers are keeping multiple brands in their showroom.2) 99% of 70 respondents were aware of PHILIPS LED.3) Price is most important factor in buying decision of customer.4) Samsung is high demand brand in Aurangabad region as compare to other.5) Samsung is highest sell brand in Aurangabad region as compare to other.6) About quality of PHILIPS LED number of respondents having positive perception greater than negative perception because 93% dealer perceives positive attributes of PHILIPS LED as against 7% negative.Out of these 93% positive perceivers 56% dealer response PHILIPS LED QUALITY is GOOD. 18% dealer response PHILIPS LED QUALITY is VERY GOOD and 19% dealer response PHILIPS LED QUALITY is SATISFACTORY.7) There are various factors of various brands that are influencing buying decision of customer. Philips - PRICE is most influencing.Samsung - QUALITY is most influencing.Sony - TECHNOLOGY, SERVICES and OTHER factor like BRAND IMAGE, LOOK is most influencing.LG - BRAND IMAGE AND LOOK is most influencing.OFFER is most influencing factor for other brands like Haier, LLOYD, Sharp, Mitashi, Intex etc8) Samsung has highest market share in Aurangabad region as compared to other brands i.e. 27%9) 67% respondents were aware of PHILIPS DDB.10) NO ADDITIONAL SET TOP BOX is most enables factors to purchase Philips DDB.11) For DDB Videocon has highest market share in Aurangabad region as compared to other brands i.e. 41%.12) CASH DISCOUNT is most suitable OFFER to customer.13) Sansui has highest service related complaints as compared to others and Sony has rare complaints as compared to other competitors in Aurangabad region.14) Samsung service is highly satisfied as compared to other in Aurangabad region.15) Many retailers are not interested in keeping Philips Electrolux products because of Philips services and they do not provide more offers to dealer but if company provide them such more offers they can sale Philips products.16) Also not interested because of Philips do not provide credit facility to Dealer but if company provide them such facility they can increase sale of Philips Electrolux products.17) Retailers were selling different brands, because they were able to receive more margins from the local players than an popular brand not giving more margin, Because of low margin many retailers are not interested in selling Philips Electrolux products18) Most of the retailers were not happy with the dealership of Philips, because of the late delivery of products, Service of the Philips and Not immediate installation to the customer.19) It is found that in Aurangabad maximum numbers of retailers are not satisfied with the interaction of distributor. Maximum retailers facing the problem of late delivery of the products and some retailers facing other personal problems with distributor.20) Philips salesman is always using to visit dealers shop in Aurangabad region.

Chapter 7: Contribution

Contribution 1. Greatly benefitted the Philips Electrolux Electronics company in Aurangabad region where I visited 70 Dealers or Retail stores and gave the organization relevant information about stocking option held by the Dealers and Retailers.

2. Converted 5 retailers out of 16 retailers to stock Philips Electrolux products which they are not holding before.

3. I also did promotional activity for Philips in Aurangabad region. Such as distributing catalogue, POP materials to increase brand and product visibility.

4. Made sale of 81lakh of Philips LED and DDB TVs in unit sale of 270.

5. Provided Philips with an understanding of its competitors in the Aurangabad region and provided the company with competitive analysis of the competitors like Samsung, Sony, Videocon, LG etc which was greatly beneficial for company.

6. I suggest that PHILIPS increases their services to brand image.

7. My suggestion to Philips is they make their price competitive.

8. Also they increase their advertising to achieve brand awareness in the market.

9. Picture quality of Philips LED is not received to be as good as other brands so they should take a specific promotion.

10. Also they increase in promotional activity to motivate retailers drives for the sale.

11. Give offers to the customer as well as dealer.

12. Sound quality of Philips LED is not received to be as good as other brands so they make sound quality competitive.

13. Giving immediate installation on purchase will increase sales and customers satisfaction.

14. To increase the market share Philips has to improve their after sales service.

15. Attractive schemes must be launched by company in order to attract lower, middle class customer.

16. To increase the Philips Electrolux sales they have to give credit facility to their dealer.

17. Give more margins to their dealers to increasing Philips Electrolux sales.

18. They also delivered goods in time to time to dealers.

19. I recommended that Philips give training to their distributors because maximum retailers are facing personal problem with distributors.

20. Many retailers suggested changing the distributorship.

Chapter 8: References / Bibliography

Bibliography

BOOKS

1) Marketing Management (13th edition) Philip Kotler2) Business Research Method Nirali Publication.3) Ma

WEBSITES

1) www.philips.com2) www.electrolux.com3) www.wikipedia.com

AppendicesAppendix 1QUESTIONNAIREWe are doing a brief survey to find out the market share of Philips LED TVs & other competitive brands. We would be grateful if you could spare a few minutes to participate in it. This project is done by a management trainee and all the information would be strictly confidential.

DEALER NAME : ________________________________________________________ADDRESS:________________________________________________________CONTACT NO.:____________________ Questionnaire for PHILIPS LED

1. Which of the following brands of LED do you keep in your showroom?PhilipsLG.SamsungSonySansuiVideoconOnidaPanasonic Other__________________________________

2. Are you aware about the Philips LED?YESNO3. Which factor influencing in buying decision of customer?1. Price2. Brand image3. Services4. Other_________________

4. Which brand customer asks first after entering the showroom?LGPhilips.SamsungPanasonicOnidaVideoconSonySansui Other__________________________________5. Which of the following brands of LED most sale? (Top 5)SamsungVideoconPhilipsSonySansuiLGPanasonicOnidaOther__________________________________6. What do you feel about Quality of Philips LED products?1. Very Good2. Good3. Satisfactory4. Poor

7. Which factor influencing in buying decision of customer?NamePriceQualityTechnologyOffersServiceOther

Philips

LG.

Samsung

Sony

Sansui

Videocon

Onida

8. What are the current market status/ Counter share of these brandsNameSales LED Per Year

Philips

LG.

Samsung

Sony

Sansui

Videocon

Onida

9. Which Electronics Company has more market share in comparison to other Electronics Company?

SonyPhilips.SansuiLGSamsungPanasonicOnidaVideoconOther__________________________________

10. Are you aware about the Philips DDB?YESNO

11. Which factors most enables customer to purchase DDB LED? (TOP 3)1. Best Picture Quality2. No Signal Loss3. No Additional Set4. Only Single Wire Top BoxConnection5. Dual Core Processor6. 14-Bit Video Processor7. Perfect Natural 8. Single Remote use for MotionTV & D2H

12. How many DDB LED sales per month-NameSales DDB LED Per Month

Philips

Sansui

Videocon

13. Which of the following offers are appreciated by customer?Cash DiscountsGift VouchersFree AppliancesCombo OffersExchange OfferFinance OfferOther__________________________________________________14. How often do you get service related complaints from customer? Also rate service of Philips (1-5) 3 month6 month1 yearMore than 1 year

Highly SatisfiedSatisfiedModerateDissatisfied

15. What do you think about brand Philips? (Suggestions)___________________________________________________________________________________________________________________________________________________________________________________________________

Dealer StampDealer Signature Date:

Appendix 2SR. NODEALER OR RETAILER NAMEADDRESS

1SHAH & SONSNEW GULMANDI ROAD, AURANGABAD

2BAJAJ ENTERPRISESNEW GULMANDI ROAD, AURANGABAD

3MEGHA ELECTRONICST.V. CENTRE AURANGABAD

4PRAKASH AGENCYT.V. CENTRE AURANGABAD

5OM SAI ELECTRONICSAPNA BAZAAR, AURANGABAD

6YESHODHAN ENTERPRISESSUTGIRNI CHOWK, AURANGABAD

7J.K. ELECTRONICSPUNDLIK NAGAR, AURANGABAD

8AJINKYA ELECTRONICSCIDCO, AURANGABAD

9SANVI ELECTRONICSPUNDLIK NAGAR, AURANGABAD

10NITIN ENTERPRISESPUNDLIK NAGAR, AURANGABAD

11RAJRAJESHWAR ELECTRONICSPUNDLIK NAGAR, AURANGABAD

12SAI DATTA RAJ ELECTRONICSPUNDLIK NAGAR, AURANGABAD

13KAPSE ELECTRONICSAURAGABAD

14PIXELTRONICSKOKANWADI, AURANGABAD

15WATCHLAND TRADING CO. PVT LTDNIRALA BAZAR

16NARIMAN TRADING CENTRESARAFA ROAD AURANGABAD

17SAI ELECTRONICSNIRALA BAZAR, AURANGABAD

18HANS ELECTRONICSDALALWADI, AURANGABAD

19PANKAJ ELECTROMECHCIDCO, AURANGABAD

20PRABHA ENTERPRISESN-9 AURANGABAD

21PRATIK ENTERPRISESCIDCO, AURANGABAD

22SHARMA ELECTRONICSLASUR

23ARIHANT ELECTRONICSLASUR

24GANESH ELECTRONICSLASUR

25SIDDHIVINAYAK FURNITURELASUR

26RAVIRAJ FURNITURELASUR

27SHUBHAM ELECTRONICSLASUR

28SADGURU FURNITURE & ELECTRONICSLASUR

29SANGHVI SHOPEEMAHESH BHAVAN, AURANGABAD

30CITY ELECTRONICSNIRALA BAZAR, AURANGABAD

31BAJAJ ELECTRONICSCIDCO, AURANGABAD

32BALAJI ELECTRONICST.V. CENTRE AURANGABAD

33KRUSHNA ELECTRONICST.V. CENTRE AURANGABAD

34MATSAGAR ELECTRONICSSTATION ROAD, VAIJAPUR

35VARDHAMAN FURNITURESTATION ROAD, VAIJAPUR

36HEMANT TRADERSSTATION ROAD, VAIJAPUR

37CHAUSH ELECTRONICSSTATION ROAD, VAIJAPUR

38NAKODA FURNITUREM.G. ROAD, VAIJAPUR

39KHAMBEKAR ELECTRONICSTALAK ROAD, VAIJAPUR

40AMAN ELECTRONICSGARKHEDA, AURANGABAD

41SARODE AGENCYSHIVAJI NAGAR, AURANGABAD

42NEXT PROZONE MALL, AURANGABAD

43AGASTI FURNITURELASUR

44BALAJI FURNITURE & ELECTRONICST.V. CENTRE AURANGABAD

45MALHAR ELECTRONICSWALUNJ

46YOGESH ELECTRONICSWALUNJ

47OMKAR FURNITUREWALUNJ

48PRASANNA ELECTRONICSWALUNJ

49PRATIK DIGITALWORLDWALUNJ

50JANPREM FURNITURE & ELECTRONICSGANGAPUR ROAD, VAIJAPUR

51G.K. DTHWALUNJ

52PRITI ELECTRONICSWALUNJ

53SABNE FURNITURE AND ELECTRONICSGANGAPUR

54NEW ZEESHAN ELECTRONICSGANGAPUR

55JAILAXMI FURNITURE (SAGAR)GANGAPUR

56SAI ELECTRONICSGANGAPUR

57SAGAR FURNITUREGANGAPUR

58SABNE ELECTRONICSGANGAPUR

59YASH FURNITURE & ELECTRONICSGANGAPUR

60SAGAR ELECTRONICSGANGAPUR

61MAHENDRA ELECTRONICSVAIJAPUR

62ABHISHEK ELECTRONICSVAIJAPUR

63RAJ ELECTRONICSVAIJAPUR

64PRATIK MARKETINGJALNA ROAD, AURANGABAD

65NEXT AUTOCARAURANGABAD

66PRASAD FURNITUREGANGAPUR

67RAM ELECTRONICSCITY CHOWK, AURANGABAD

68SHARVARI ELECTRONICSWALUNJ

69SAKSHI ELECTRONICSRANJANGAON

70JANVI ELECTRONICSPANDHARPUR, WALUNJ