Some of the dealers contacted are the following :

Dealers for CTV in state DELHI, city DELHI are Dealer name Phone Number 6441124 27 6853936 3323757 3310751 5715713 7241818 Address C-36, Greater Kailash -48 Shop No.3, C-1/B, Main Road,Green Park., E-8, Connaught Place-1 F-12, Connaught Place-1 13/9,WEA KB-5 H-4/3, Model Town

H.R. Electronics Pvt. Ltd. A.D.&Co. Bercos Melody Dass STUDIO India Radio & Elect Corp Jagota Entp

QUESTIONNAIRE (DEALER SET) Dealer Name Address

Zone 1). How many brands do you have in your shop ? (Pl. tick) b) LG j) Panasonic b) 50-100 c) Samsung g) Onida k) Sansui c) 100-200 d) BPL h) Aiwa l) Daewoo d) > 200

a) Sony i) Philips 2). a) < 50

e) Akaif) Videocon

How many CTV do you sell in a month ?

3). Distribute your sale accordingly among the following alternatives: (Give the % contribution) a) 14 "___ b) 20___ c) 21"___ d) 25"___ e) 29___ f) +29___ 4) Do you think large screen segement is growing at high rate?(Please specify the reason also). a)Yes b)No REASON_______________________________________________ 5). Please mention the top selling Brand, Model, Price and Monthly sales of large screen CTV's (normal and flat screen both). SIZE 25 TYPE Normal Flat 29 Normal Flat +29 Normal Flat BRAND MODEL REASON Mon.SALES (units)

6).

The customer purchase large screen CTVs because of : REASON a)Enjoy the feel of theatre b)Status symbol c)Big picture d)Any other. Please specify RANKING

7). What do customer generally prefer while purchasing large screen CTVs? Rank accordingly(1st for the best choice). a c e g i 8). REASON a)Picture sharpness b)Brand name c)Sound quality. . d)Features b d f h j RANKING

How Companies can sell more CTVs in large screen segment, By RANKING

CRITERIA a)Reducing prices. b)Offering different promotional strategies c)Spending more on Advertisement. d)Any other,(please mention____________) 9). How does the customer make payment?

REASON a)Cash payment b)Credit c)Financial scheme d)Other,(please specify_______)

RANKING

Q10) What recommendations would you suggest to improve promotional activities for increasing sales OF WEGA? (a) Lesser price (b) More warranty period (c) Better after sales service (d) Any other (specify)

CONCLUSION In the late 2004, Sony identified major opportunities being by the digital revolution. The revolution was expected to blend consumer electronics, computers, communications, and entertainment into a gigantic industry worth $3.0T in 2003, accounting for 17% of the worlds gross domestic product. Digital technology could convert everythingmusic, pictures and wordsinto simple, manageable computer code of ones and zeros. This would enable movies, phone calls, faxes, photographs, books, records, cellular phones, home videos, and even home security systems to be blended into one set of identical numbers that could be manipulated at will. It was technically possible for images, sounds, and information from all these sources to be combined on television or PC. The digital revolution was likely to result in the entry of new competitors. Names like Panasonic, Denon, Sharp, and , ofcourse, Sony had traditionally dominated the consumer electronics business. The blending of the hardware with software and services meant merger of telephone and cable TV services, which would bring in competition from office automation companies like Canon, Minolta and Panasonic in video entertainment. The substitution of service and software for hardware would also shrink the market for consumer electronics, if consumers could pick up a single information appliance that combined several features for the price of a television set. A simple PC could eliminate thousands of dollars worth of office hardware and ancillary services, like printing and layout work. If the same thing happened in consumer electronics, markets for products ranging from answering machines to TVs and stereos might simply disappear. Idei also anticipated a scenario where virtually all Sony products --- cacorders, audio equaipents, video production gear, television --- would effectively be computer peripherals that customers integrated into elaborate home media systems controlled by a PC. He

remarked The point is to expand the brand and define a new digital lifestyle. Sony always been a lifestyle company but the new connected lifestyle will invent many products, industries, and companies. When Idei announced his restructuring plans in March 2003, Sony shares rose 50% over their January lows on the Tokyo Stock Exchange. Moodys Investor Services applauded the plan and confirmed Sonys Aa3 credit rating. This was Sonys second major organizational overhaul in five years. It replaced a system that had broken Sonys major business lines into 10 largely independent units. Sony would now be reorganized around around four units focussed on areas such as home media networks, mobile devices like video cameras and phones, and computer entertainment such as video games. R&D laboratories would be transferred to each unit from the parent company to ensure they could operate laboratories would be transferred to each unit from the parent company to ensure they could operate autonomously. Playstation, which had been Sonys most successful product in the late 2004, was made by a subsidiary jointly owned by Sony and Sony Music. Under the new plan, it would directly fall under the purview of the parent company. Some analysts however felt that efforts to revamp the organization structure could face resistance from the senior management. Besides Sony was likely to face stiff completion in networking from players such as Sun Microsystems and CISCO. Sonys internet capabilities were also far from established. Notwithstanding these cocerns, Sony seemed to be well positioned to emerge as the leader in a New World, which would see the integration of the entertainment, electronics and information industries.

STUDENT UNDERTAKING:
THE PROJECT IS SUBMITTED TO JAGAN INSTITUTE OF MANAGEMENT STUDIES AS FINAL PROJECT FOR POST GRADUATE DIPLOMA IN BUSINESS MANAGEMENT 2003-2005

ACKNOWLEDGEMENT
I acknowledge my indebtedness to all those who generously helped me by sharing their valuable time and experience with me, without which this project would have never seen the light of the day. In the outset, I convey my sincere Thanks to my esteemed faculty, Mr. Nitin Seth who devoted his precious time to interact, guide and gave me the right approach to accomplish task. I also acknowledge the help, contribution and suggestion received from various friends studying in different college and institutes. I am also thankful to the retailers and customers who coordinated with me and were of enormous help. Thanking You Sincerely,

PREFACE
Marketing is a social process by which individuals, families, groups and other organizations obtain what they need, want by identifying value, providing it and exchanging it with others. The core Concepts of marketing are needs, wants, demands, market products and services, values and satisfaction, exchange and communications. This project was been a memorable experience and a great opportunity for me to associate with such a top among 500 fortune of the world SONY INDIA. I started my project from the survey research of large Colour Television covering all the five zones (North , South , East, West and Central) all over Delhi. Number of SONY dealers and electronic shop were visited an important information extracted from the shop keepers as well as from the concern people of particular company and even from some of the customer for the evidence for the information collected. In the disguised conversation with the dealers about the needs preference sale purchase buying behavior of the customer for the large screen questionnaire was designed to know more about customers and different companies. In this report I aim to blend the best of contemporary management concepts and technique on the one hand and factual information regarding the strategies price positioning,

marketing intelligence of the competitors of SONY for large screen segment. This report not only helps the company to know about the market potential customer preference and the competitors strategies for all the five zones in Delhi (i.e sales tope selling brand growth for large screen payment criterias buying behavior strength and weakness of SONY.) but also generate new wave of the thoughts in the readers mind.

EXECUTIVE SUMMARY SONY, The well Renowned Name famous World-wide known for its quality, technology and aggressiveness in the market. These are SONY'S greatest assets. On these basis SONY is going through a cut throat competition in the Colour Television Market. By this study it concluded that SONY is sells by the brand name. Colour Television industry is known as one of the consumer product industry. There are numerous brands competing with each other on some or the other basis. Some competing on the basis of price, some on the technology, features, promotional schemes, advertisement and marketing segments. The market share for 20" and 21" was found to be 51%

approximately and it also been seen that the demand for large screen colour television (25", 29" and + 29") is growing at a massive rate. Large screen segment is almost grown by 75%, means, exactly a 100% of growth compare to the market prevailing one year back. Due to liberalization there is cut through competition among the top moving brands in the market. But some of the brands like AIWA, Akai, BPL are spoiling the market by offering low price to the customers an infact the low quality. The not only spoiling the taste of the customer but also spoiling the brand equity of the other well renowned brands.