PROJECT REPORT ON

IMPACT OF ADVERTISING IN SAMSUNG MOBILES

SUBMITTED UNDER PARTIAL FULFILLMENT OF THE REQUIREMENT FOR AWARD OF MASTER OF BUSINESS ADMINISTRATION

Submitted by: Km. Ritu 9013531

Submitted to Miss Arpita Mam

BHAGWATI INSTITUTE OF MANAGEMENT AND TECHNOLOGY

ACKNOWLEDGEMENT I take the opportunity to express our gratitude to all the concerned people who have directly or indirectly contributed towards completion of this project. I extend my sincere gratitude towards Mr. Sanjay Kumar at Samsung for providing the opportunity and resources to work on this project. I am extremely grateful to Miss Arpita Mam, my mentor for his guidance and invaluable advice during the projects. At Last I would like to thanks my parents and friends for their support.

2.INTRODUCTION

Indian mobile market

The Indian mobile market, according to the COAI, has increased from approximately 1.2 million subscribers as of March 31,1999 to approximately 42.21 million subscribers as of June 30.2005. Despite this rapid growth, the mobile penetration rate in India, at approximately 2.8%as of June 30,2005 is significantly lower than the average mobile penetration rate in other Asian and international market. The number of mobile subscribers in India is expected to show rapid growth over the next four year. By 2006 it is projected at 50 million by COAI and 46 million by Gartner.

Mobile Mobile technology saw lot of action in the year that by. Equity in some of the handset provider companies changed hands with the consequent change in management, several new technologies become the subject of discussions and some very significant policy decisions were made.

2.1 INDUSTRY PROFILE(Samsung in India)

Digital technology leader, Samsung India Electronics Ltd., a subsidiary of the US$55.2 billion recognized as one of the fastest growing brands. It has been operating in India since 1995. Samsung Electronics Co., Ltd. is a global leader in semiconductor, telecommunication, digital media and digital convergence technologies. Employing approximately 123,000 people in 93 offices in 48 countries, the company consists of five main business units: Digital Appliance Business, Digital Media Business, LCD Business, Semiconductor Business and Telecommunication Network Business.

Samsung Electronics is a leading provider of high tech Consumer Electronics, Home Appliance, IT and Telecom Products in the country. It is the world's largest producer of color monitors, colorTVs, memory chips and TFT-LCDs.

In its tenure of over 10 years in the country, Samsung India has set up manufacturing facilities for Colour Televisions, Microwave Ovens, Washing machines, Airconditioners, Colour Monitors and more recently, Refrigerators in the country. All the facilities are located at its Manufacturing Complex at Noida, Uttar Pradesh. The Company set up a Software Technology Park for Digital Visual Display Products at Noida in the year 2002. In the year 2004, Samsung India has been made the Regional Headquarters for Samsung operations in South West Asia.

Vision
Samsung India's Vision entails helping people improve the quality of their lives by providing them with superior quality, state-of-the-art technology products at the right time and the right price. But beyond its role as a purveyor of quality products in India, Samsung seeks to contribute to the economic growth of the country though its export commitments and large scale production facilities generating secured employment for hundreds of Indian people.

At Samsung, we strive to contribute to the development of the electronics and components industry in India by enhancing the knowledge levels of our workforce through the introduction of our advanced management systems and production know-how in our manufacturing facilities by introducing our Indian vendors to our world class quality systems and helping them in improving them in their own quality systems and production processes and setting benchmarks for the industry both in terms of after sales service for our products, quality systems and management techniques at our facilities or our products themselves. At Samsung, we believe in returning to the community some of the profits we earn from it, through the social causes we espouse. We view ourselves not as an MNC operating in India, but as an 'Indian Company' operating here, conforming to the laws of the country and committed to working for the Indian community. We want and to be seen as the 'Most Respected' Indian Company.

Value & Philosophy What makes SAMSUNG one of the world's leading companies?

How we got here Ever since it was founded in 1938, SAMSUNG has continually refined its mission statement to respond both to change in itself and in the world: "Economic contribution to the nation," "Priority to human resources," "Pursuit of rationalism." Each slogan represents significant moments in SAMSUNG's history, reflecting different stages of the company's growth from a domestic industrial leader into a global consumer electronics powerhouse.

In the 1990's, we once again acknowledged the need to transform our mission statement to keep pace with our growing global operations, rapid changes in the world econom y, and escalating competition from well -established rivals.

Our Management Philosophy "We will devote our human resources and technology to create superior products and services, thereby contributing to a better global society."

Our management philosophy represents our strong determination to contribute directly to the prosperity of people all over the world - a single human society. Key to our efforts is our own people, whose talent and creativity are dedicated to doing their best at all times. Technology also plays an important role in making it possible to achieve higher standards of living. And superior products and services are what we are all about.

We believe that the success of our contributions to society and to the mutual prosperity of people across national boundaries truly depends on how we manage our company. Thus, we challenge the world to create the future with our

customers. Our determination is growth - a perpetual challenge - but always working within the context of cooperation and inclusion of our customers. Research & Development The companys thrust on Product Innovation and R&D have given the company a competitive edge in the marketplace. Samsung has set up Samsung India Software Centre (SISC) and Samsung India Software operations unit (SISO) for software development at Noida and Bangalore respectively. While the Samsung India Software Centre in developing software solutions in Samsungs global software requirements for hi-end television like Plasma and LCD TVs, SISO is working 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 application software. In addition to working on global R&D projects, SISO is also helping Samsung Indias CDMA business by focusing on product customization for the Indian market. While the Samsung India R&D Centre has around 300 employees, SISO currently employs over 800 highly skilled professionals.

With an investment of over USD 100 million, SISO is charting out major growth plans in the country, with its current focus being in the 4G & Multimedia area. SISO has already applied for 145 patents based on the software development carried out here in India. In fact, SISO has a special Intellectual Property Team working on securing Patents for its breakthrough projects. SISO plans to continue its focus on Multimedia & Protocol development; build a strong competency in technology and focus on WCDMA technology and User Interface. Samsung India is also carrying out Hardware R&D at its Noida R&D Centre. The focus of the R&D Centre is to customize both Consumer Electronics and Home Appliance products to better meet the needs of Indian consumers. From colour televisions designed for higher sound output, to washing machines with special Saree Wash Course, DNIe vision series of Flat CTVs especially designed for the Indian market to Samsung mobiles with regional language menus, the Samsung

R&D Centres in India are helping the company to continuously innovate and introduce products customized for the Indian market. WIRELESS INFRASTRUCTURE

Overview Architecture point of view,UMTS logically is divided into CS Domain and PS Domain. CS Domain refers to the set of all CN entities offering CS type of connection for user traffic as well as all the entities supporting related signaling. PS Domain refers to the set of all CN entities offering PS type of connection for user traffic as well as all the entities supporting related signaling. The network elements MSC and GMSC belongs to CS domain whereas the elements SGSN and GGSN belongs to PS domain.

UMTS UMTS Core Network is a Third Generation (3G) mobile communications systems being developed by Samsung within the framework defined by the ITU and known as IMT-2000. UMTS will deliver low-cost, high-capacity mobile communications offering data rates as high as 2Mbit/sec under stationary conditions with global roaming and other advanced capabilities. 3G core network system enables users to transmit voice, data, and even moving images. In order to realize these services, 3G improves the data mission speed up to 144Kbps in a high-speed moving environment, 384Kbps in a low-speed moving environment, and 2Mbps in a stationary environment. 3G provides services like Internet connection, transmission of large-scale data and moving contents photographed by digital cameras and videos, and software downloading. Architecture point of view, logically is divided into CS Domain and PS Domain. CS Domain refers to the set of all CN entities offering CS type of connection for user traffic as well as all the entities supporting related signaling. PS Domain refers to the set of all CN entities offering PS type of connection for user traffic as well as all the entities supporting related signaling. The network elements MSC

and GMSC belongs to CS domain whereas the elements SGSN and GGSN belongs to PS domain.

The concept of 3G wireless technology represents a shift from voice-centric services to multimedia-oriented (voice, data, video, fax) services. Heavy demand for remote access to personalized data is fueling development of applications, such as the Wireless Application Protocol (WAP) and multimedia management, to complement the 3G protocols.

2.2COMPANY PROFILE

Samsung Electronics India Software Operations (SISO):

Samsung Electronics India Software Operations (SISO) was set up in February 1996 in Bangalore as a liaison office. Since its inception SISO has grown to over 500 Software Engineers working on R & D projects in the latest technology areas.

SISO as an organization is involved in the business of developing software for Samsung Electronics Corporation technology solutions in a variety of different areas. SISO is part of the Samsung Electronics R & D organization.

As a CMM Level 5 Assessed and an ISO 9001 Certified company, quality underlines every aspect of our organization. This commitment to quality combined with innovative technology designed for Indian conditions and an infrastructure second to none, has contributed to Samsung's success in the global market since 1996.

CONTRIBUTION

In the short period of a little over half a decade that the organization has been operational, SISO has contributed in a big way towards a number of key projects. Cutting edge technologies like 3G Wireless, Broadband, Intelligent Appliances for Home Networking, Multimedia, Networking etc... have been some of the focus areas for the company. During this period of about 7 years, the organization has grown in strength in terms of numbers as well as in terms of the expertise that it possesses in certain key technology domains. Today, SISO's engineers are involved in many of Samsung's highly strategic and important projects. The company boasts of a highly talented and motivated work force who have been constantly enriching their knowledge and skills.

SISO's well defined goal of 'Being a partner today and a Leader tomorrow' is being aggressively pursued by the management. Therefore, in certain areas like 3G Wireless, SISO as an organization is being identified as a key development center within all of Samsung's global labs. The company is striving hard at getting such recognition in other areas as well - like 'Home Networking/Intelligent Appliances', 'Networking' and 'Embedded Software'.

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OBJECTIVES OF THE STUDY

MAIN OBJECTIVE o Analysis of current market scenario of mobile market with special reference to SAMSUNG IND.MOBILES.

SUB OBJECTIVES o To study the satisfaction level of cellular users in Sahibabad. o To study the buying behavior of the customers. o o To understand the price sensitivity of the market in respect to the telecom services. To identify customers opinion about Samsung Handsets. o To identify the key buying factors which are used in hiring the telecom services. o To understand the various sales promotional schemes being offered by various mobile handsets providers.

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RESEARCH METHODOLOGY
3.2 THE RESEARCH DESIGN

Steps followed for this research was: 1. Problem Formulation: This refers to transferring of the management problem into a research problem. The management was to gauge the behavior of consumer in respect of mobile market. 2. Research Method: It involves choosing either experimental or nonexperimental research. This research was non-experimental. 3. Research Design: It is the specification of the methods and procedures for acquiring he information needed. It is overall operational pattern or framework of the project that stimulates what information is to be collected, from which source and by what procedure. The three types of design used are exploratory, descriptive and causal for this research the descriptive design was used. This is because it is marked by the prior formulation of specific research questions. It has a preplanned and structure design. For descriptive study proposed data analysis and project output are critical aspects. It was decided that the users of various mobile companies would be used as the primary source of data. 4. Selection of data collection techniques: For this research the data was to be collected was of primary as well as secondary nature. The source of primary data was the user of various mobile companies. Thus the data collection was done through a survey by using questionnaire technique. This consisted of an interview and questionnaire. The questionnaire contained the questions relating hiring and uses of different mobile handsets. The questionnaire was first pre tested and later making certain necessary changes in modified it. 5. Sample Design: A sample chosen has to be representative of the population. For this survey cluster and stratified sampling was used. The sample size was more than 500 users and 50 retailers.

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6. Data collection: At this stage the data is actually colleted according to the decided technique of data collection. The questionnaire is main source for the collection of data. 7. Analysis and interpretation: Data which has been obtained are seldom useful to anyone, if it is not analyzed and interpreted in order, the breaking down of constituent parts and the manipulating of the data and to obtain answer to the research questions. Interpretations involve taking the result of analysis, making inferences relevant to the research relationship studied and drawing conclusions about these relationships. 8. Research report: The culmination of the research process is research report. Methodology, report and recommendations for course of action are presented. The two critical attribute of report are completeness and conciseness. Therefore these attributes are conflicting; a balance has to be stuck between the two. On presenting the research report to the management. The management should be able to take decision on recommendations and conclusions of research. METHODS OF DATA COLLECTION The task of the data collection begins after research problem has been defined and research design/plan chalked out. While deciding about the method of the data collection to be used for study, the researcher should keep in mind two types of data primary and secondary.

1. Sources of Data: a) Primary Data: We collect primary data during the course of experiments in an experimental research but in case do research of the descriptive type and perform surveys, then we can obtain primary data either through observation or through direct communication with the respondents in one form or another or through personal interview. Since the research is of descriptive type in witch data is collected through direct communication with respondents. Sample survey is carried out during this project. The survey was performed through a structured questionnaire.

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b) Secondary Data: secondary data means data that are already available i.e. they refer to the data which have already been collected by someone else. The sources of secondary data in this project were the websites of various mobile providers, catalogues of various mobiles, newspapers, magazines etc. 2. Method adopted in research: The survey method was used for this research project. A general survey was conducted together the required data. 3. Research tool used: Questionnaire was used to collect the data from the users of various mobile handsets. a) Method of population Selection: The population for this survey was selected with the help of cluster and stratified random techniques. In cluster, we divided the sahibabad colony wise then we applied stratified. b) Method of Interaction with the population: Personal visit method is used for this research project. The respondents were the users of various mobiles. These respondents were approached and requested to give their opinion on the mobile handsets providers by answering in the questionnaire. We meet all retailers and whole sellers of Samsung India mobiles And try to find out their problems. We also observe that the advertising materials are well placed or not. Advertising material means posters, banners and hoardings. In interaction with population we were applying these marketing strategies: Advertising In this section we advertise our products (mainly new launchings) and say to customer our services qualities and brand features. We conduct road shows and distribute leaflets and banners.

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Sales We sale our product in two ways: Direct Sale: In direct sale we search the customers and motivate them for using Samsung mobiles.

a) Whole Sale: In whole sale we go in market, try to make poses. We motivate these sellers for bulk sale. Some gifts are allows to these sellers if they achieve the target. 3.4DATA ANALYSIS Analysis of data is a process of inspecting, cleaning, transforming, and modeling data with the goal of highlighting useful information, suggesting conclusions, and supporting decision making. Data analysis has multiple facets and approaches, encompassing diverse techniques under a variety of names, in different business, science, and social science domains.

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BIBLIOGRAPHY
Bernard J. T. Mallinder. Specification Methodology Applied to the GSM System. In EUROCON 88, June 2005. Seshadri Mohan and Ravi Jain. Two User Location Strategies for Personal Communication Services. IEEE Personal Communications. 1(1), 1994. Moe Rahnema. Overview of the GSM System and Protocol Architecture. IEEE Communications Magazine. April 1993. C. Watson. Radio Equipment for GSM. In D.M. Balston and R.C.V Macario, editors, Cellular Radio Systems, Artech House, Boston, 1993. Robert G. Winch. Telecommunication Transmission Systems. McGrawHill New York, 1993. www.samsungmobiles.com

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