Professional Documents
Culture Documents
PROJECT
We are very thankful to the entire dealer, service, and sales network of , LG
Electronics India Pvt. Ltd, Delhi , without which completion of this project would not
have been possible.
We would also like to express our gratitude towards our professors, Prof. Maninder
Singh, for giving us an opportunity to do this project on sales and distribution and for
being the guiding light through the completion of this project.
1. Executive Summary 2
2. Acknowledgement 3
3. Methodology 5
4. Television Industry in India 8
5. Company Background (LG) 11
6. Distribution network 13
7. LG Channel Partners 14
8. Channel Conflicts And Corporations 18
13.Findings 26
14.Conclusions 37
15. ANNEXURE- 1 38
16. ANNEXURE- 2 41
17.ANNEXURE- 3 44
1. LG
2. SONY
Information Sources
Primary Data Sources :-
➢ LG
➢ Sony
➢ Area sales manager
➢ Dealers
➢ www.LG.com
➢ www.sony.co.in
➢ www.ximb.ac.in
The sample size for the dealers was 6 in number while the
sample size for sales people was 4.
SONY (dealers) - 3
LG (dealers) – 3
LG (sales people) – 2
LIMITATIONS:
India has the second largest population in the world and an annual GDP
growth rate of more than 8 per cent from 2002 to 2012, with a TV market that
is projected to be 1.3 crore (13 million) units in 2008. CRT TV accounts for
92.9 per cent of those units in 2008, followed by LCD TV with 6.6 per cent and
PDP (Plasma Display Panel) TV with 0.5 per cent. However, Display search
finds that the India flat panel TV market is just at the beginning of a real
growth curve, with Y/Y growth of more than 100 per cent expected for each of
the next five years. Growth will be driven by enhanced purchasing power, the
digital broadcast (DTH, IPTV, STB cable) transition as well as consumer
awareness and affordability of flat panel TVs. India's growing upper middle
class is projected to be the greatest source of LCD TV purchasing power.
Display Search analyses the favourable demographics where more than 23M
Indians—greater than the entire population of Australia—will enter this
demographic in the next five years.
Meanwhile, major brands like Samsung, LGEI, Sony and Philips and Indian
local brands like Videocon and Onida are all focusing promotional efforts
around LCD TV. Several Chinese brands are also targeting India with their
first exports.
In 2007, the leading India LCD TV brands were Samsung, with more than
30 per cent share, followed by Sony (19 per cent), and LG (16 per cent). The
leading PDP TV brands are LGE, Samsung and Panasonic. LGE also leads
the CRT TV market in India with more than 25 per cent market share, followed
by Samsung and Videocon.
Thailand has a special FTA (Free Trade Agreement) with India on duty
benefits. Therefore, companies like Sony and Panasonic are making LCD TVs
in Thailand and then shipping them to India.
21" flat CRT TVs have a 55 per cent share of the total CRT TV market in
India.
There are still some concerns about India's LCD TV market growth: poor
power supply; vague progress towards India digital TV broadcasting; a
complex TV import-duty structure; and regulations that are very complicated
and very inefficient.
In 2008, the share of 32" will be more than 45 per cent in India LCD TV
market, followed by 20-26" with 31 per cent share. 40-47" accounts for only 15
per cent in India LCD TV market.
Sony, Samsung and LGE have the most exclusive shops in India.
Plasma Display Panels, LCD TVs, LED LCD TVs, Colour TVs,
Audios, Home Theatre System, DVD Recorder/Player, BluRay
Players
Home Appliances
AC
Business Solutions
GSM
Distribution network
LG has adopted the regional distribution model in India. All the
distributors work directly with the company. This has resulted
in quicker rotation of stocks, and better penetration into the B,
C, and D class markets.
LG CHANNEL PARTNERS
• At the same time, these C/F agents all work on contract basis.
DISTRIBUTORS
• It is the duty of the distributor to send his people into the field
to book the orders and also execute them through their own
delivery vehicles.
Ordering
•If any reorder do come in during the month then the regional
warehouse that entertains them properly services them.
•In case the sales in the previous period have not been up to
the mark, and the inventory levels are high, the production is
halted and stock of the situation is taken.
Reverse Logistics
• Rs 70 lacs
Order Cycle
• 7-8 days
Credit Period
• 15 days
Market Research
•Internal conflicts:
Managing
Mr. Masaru Tamagawa
Director:
Date of
Establishme November 17, 1994
nt:
Staff
728
Strength:
Share
Rs. 550 million
Capital:
Share
100% subsidiary of Sony Corporation, Japan
Holding:
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.
• At the same time, these C/F agents all work on contract basis.
ORDERING
Order Cycle
• 7 days
Credit Period
• 15 -30 days
Market Research
Findings
Approx 70% of the respondents are happy with the staff at the
retailers outlet i.e they are well trained & groomed.
CONCLUSIONS
Address: ………………………………………………………………..
7) What are the margins that you get from the company?
Delivery Time
Quality Maintenance
Incentives
Promotional activities
Condition of Product
Customers Orientation
Commercial Terms
Services of Sales
Persons
10) How will you rate the efficiency of your sales persons
a) Very Good b) Good c) Satisfactory d) Poor e) Very
poor
11) Does company provides you with any assistance by means of promotional
activities?
a) YES b) NO
If Yes,
i) Numbers
ii) Timing
a) YES b) NO
• Sony
• Lg
2.If No then which TV brand are you using?
• Samsung
• Sansui
• Akai
• Videocon
• Philips
• Onida
• Other
• 1 Month
• 6 Months
• 12 Months
• Supermarket
• Discount Store
• Departmental Store
• Retail Chain
• Internet
• Any other
6. Overall, to what extent are you satisfied with (RETAILER) when it comes to buying
[PRODUCT]?
1 2 3 4 5
very
very good
bad
7. Innovation: Retailer continuously offers a wide enough choice of new products &
innovative ideas that meet your needs
1 2 3 4 5
very
very good
bad
8. Reliability: TV sold by the retailer are reliable
1 2 3 4 5
very
very good
bad
9. Product labeling: Product information provided by the company on the
label/packaging is clear, accurate & sufficient.
1 2 3 4 5
very
very good
bad
16. Defective Good: Retailer/company would agree to replace, repair, reduce the price
or give you your money back if the product was defective.
1 2 3 4 5
17. Aggressive Practice: You have felt unduly pressurized to buy the TV at the retailer.
1 2 3 4 5
18. Clear contract terms: When a written contract is provided by the retailer, the
contract terms are fair.
1 2 3 4 5
19. How many problems have you experienced in the past 12 months with Sony/LG
TV.
• None
• Once
• Twice
• Thrice
• Multiple