Comparative Analysis

A comparative Analysis of Samsung Electronics vis--vis competitors (LG, Haier, Videocon, Sony, Bluestar) in Amritsar, Batala & Surroundings What is comparative Analysis? In comparative Analysis we take our competitors products and make comparison through consumer with our own products. Why Comparative Analysis? Comparative Analysis comprises one of the most important tasks of marketing. It provides information for marketing decisions. Problems are identified and investigated further by using problem solving techniques with the objective of arriving at solution. The most important innovation in the new approach is to study simultaneously different organizational forms of business interest representation. The aim of the study is to point out the best among the Variables that are being studied. The study will also include the survey which will be targeting about 100 dealers in the area of Amritsar, Batala & Surroundings. The main emphasis in the survey will be given on the sales of Samsung in comparison to its competitors in CTV & AC segment, the consumer perception about the brand will also be taken into consideration while conducting this survey. The analysis of the buying behavior in respect to AC& CTV will be another important component of my study. Buying behavior of the consumer is a study of how individuals make decisions to spend their available resources (time, money & effort) on consumption related items (what they buy, why they buy, where they buy, how often they buy and use a product or service). The heterogeneity among people across the world makes understanding consumer buying behavior an intricate and challenging task. The consumers identity, his beliefs, specific needs, attitudes and the kind of product and brand available in that product category influence his buying behavior. The marketing efforts of a firm have a profound impact on the buying decisions of customers. Therefore the attempt of my survey will be to obtain an indepth knowledge of the customers buying behavior. The effect of external variables on purchasing pattern of customer will also be considered here the external variables refer to all those factors which will be affecting the consumer purchasing decisions, these can be price of the goods and on its attitude to respond to functional needs. The critical variable

under this approach is the availability of adequate information about purchase alternatives (price, product functionalities) to support the decisional process. The external conditioning approach, according to which the purchase decision is a response to external stimuli. The critical variable under this approach is which kind of external stimuli can influence purchase decision. The experience and the social interaction - based approach, according to which the present consumer decision aims at the construction of personal identity. Another component of my study will be the analysis of the brand (Samsung) on four Ps i.e. Product Pricing Promotion Placement.

These are the four factors which help an organization to understand the market and help in taking future decisions relating to the launch & the strengthening of the market for the brand. Benefit to company: 1. Display Share Tracking: Display share tracking will help us to find out these information I. It will be used to revealed potential demand of each product. II. With the help of display tracking we will find out the highest selling product lowest selling product in the market. III. It will help in taking decision during the line expansion and line pruning. 2. Consumer perception: This is done with the aim of capturing the true words and emotions of consumer, and in turn using this information to improve or developed products or to determine people attitude toward the products. I. It will help company to get feedback from consumer. II. It will prevent the undervaluation of competitor and we can find the strength and Weakness of our product. and

III. This will help us to stay ahead in competition IV. It will encourage value creating investment. V. It will help in maximizing the consistency of value creation VI. Measuring performance VII. It will help us for market share analysis. So I can say this study is more suitable for Samsung to compete and survive in lobal market.

Consumer perception
As it is well known proverb of marketing that Consumer is the king it is mandatory for any researcher to know the opinion of the consumer regarding the products on which he is going to conduct the study. This research work will include a consumer questionnaire on the consumer goods which has been taken as the part of the study the questionnaire mainly aims at . Awareness of the consumer about the brand His decisions whether dependent or independent Purchase pattern Brand loyalty level Current consumer durables in home What is the impression of consumer about Samsung

This questionnaire will mainly help out in reaching at the actual consumer perception of the consumers about the brand. This is done with the aim of capturing the true words and emotions of consumer, and

in turn using this information to improve or developed products or to determine people attitude toward the products. 2.1 It will help company to get feedback from consumer. 2.2 It will prevent the undervaluation of competitor and we can find the strength and Weakness of our products 2.3 This will help us to stay ahead in competition. 2.4 It will encourage value creating investment. 2.5 It will help in maximizing the consistency of value creation. 2.6. Measuring performance 2.7 It will help us for market share analysis. So I can interpret, this study is more suitable for Samsung to compete and survive in global market.

Positioning:-

Many multinational companies adopt a less developed countries mindset, assuming that these markets are at an earlier stage of the same development path followed by the developed countries. To take the example of the automobile industry, Ford and GM launched their outdated models like Ford Ikon and Opel Astra in the Indian market. When these models did not sell well, the companies changed course and decided to launch newer models in India. In the case of Samsung, the company from the very beginning launched its whole range of high technology products, which included CTVs, audio and video products, information technology products, mobile phones and home appliances in India. It introduced

products such as the Bio range in CTVs, high-powered Woofer series of colour televisions in 21-inch and 29-inch conventional and 21-inch flat TV segments. And not to forget the lateset DNie television.

By positioning itself on the technology platform, Samsung was able to differentiate itself from its competitors. Differentiation today is the key for a brand to be preferred by the consumers, when there are so many other brands within the same product category. Without differentiation, its loyal customer base cannot be created or sustained. But to be a true differentiator, a company must provide features that are meaningful to customers. Which is what exactly Samsung has been doing

Marketing mix
Products: -

Samsungs product range in India includes CTVs, video products, information technology products, mobile phones and home appliances. Its product range covers all the categories in the consumers electronics and home appliances. According, to the analysts wide product range of Samsung is one of the main reasons for its success in the Indian market. The wide range products are as follows: -

Home appliances Microwave Oven Refrigerator Air Conditioner Washing Machine