marketing project on samsung consumer durables

8/9/2019 Marketing Project on Samsung Consumer Durables

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jihb tckrrf kjbcgbq{* cgl li{e}c{ebq{ Kng{rfbq lrqcajb{ {bk|nq i{ kecqck|bqizbl ay |eb

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{ecqb nd FGK{ ig kng{rfbq lrqcajb{ {bk|nq i{ 42"' FGK-{ fconq |cqmb| i{ |eb mqn}igm

filljb kjc{{ nd Iglic' FGK{ nddbq {rpbqinq |bkegnjnmy |n |eb Kng{rfbq{ }ebqbc{ |eb

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ckhgn}jblmbl aqcgl{* cgl enjl ntbq }ilb li{|qiar|ing gb|}nqh' En}btbq* |eb pbgb|qc|ing

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7/58

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ntbqcjj mqn}|e nd |eb iglr{|qy' \eb qi{igm igknfb jbtbj{ lnrajb&igknfb dcfijib{ cgl

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8/58

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|ei{ kc|bmnqy' \eb {bk|nq ec{ abbg }i|gb{{igm {imgidikcg| mqn}|e ig qbkbg| ybcq{* ebjpbl

ay {btbqcj lqitbq{ {rke c{ |eb bfbqmigm qb|cij annf* qbcj b{|c|b cgl enr{igm lbfcgl*

mqbc|bq li{pn{cajb igknfb cgl cg ntbqcjj igkqbc{b ig |eb jbtbj nd cddjrbgkb nd c {imgidikcg|

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\eb kng{rfbq lrqcajb{ fcqhb| ig Iglic }c{ b{|ifc|bl |n ab cqnrgl R[, 2 aijjing ig

100=&05' Fnqb |ecg = fijjing rgi|{ nd kng{rfbq lrqcajb cppjicgkb{ ectb abbg {njl ig |eb

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knnj {bmfbg| ec{ mqn}g ay 9 pbq kbg|' Knfpcgib{ jihb JM* ]eiqjpnnj cgl [cf{rgm ectb

qbmi{|bqbl lnrajb&limi| mqn}|e ig |eb liqbk| knnj qbdqimbqc|nq fcqhb|'

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Ig |eb kc{b nd }c{eigm fckeigb{* |eb {bfi&cr|nfc|ik kc|bmnqy }i|e c eimebq ac{b cgl

drjjy&cr|nfc|ik kc|bmnqib{ ectb mqn}g ay < pbq kbg| |n 214*000 rgi|{ cgl ay 5 pbq kbg| |n

119*000 rgi|{* qb{pbk|itbjy' Ig |eb ciq&kngli|ingbq{ {bmfbg|* |eb {cjb{ nd }igln} CK{

ectb mqn}g ay ;1 pbq kbg| cgl |ec| nd {pji| CK{ ay 9= pbq kbg|'

[igkb |eb pbgb|qc|ing ig |eb rqacg cqbc{ dnq |eb{b pqnlrk|{ i{ cjqbcly sri|b eime* |eb

fcqhb|{ dnq an|e K&\T cgl qbdqimbqc|nq{ }bqb {eid|igm |n |eb {bfi&rqacg cgl qrqcj cqbc{'

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{bk|ing{'

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jbc{| 12 pbq kbg|' C| |eb li{cmmqbmc|bl jbtbj* kngtbg|ingcj K\T tnjrfb{ ectb abbg

dcjjigm }eijb djc| \T{ ectb mqn}g {|qngmjy' Fcqhb| {nrqkb{ iglikc|b |ec| fn{| K\T

fconq{ ectb pec{bl nr| kngtbg|ingcj \T{ cgl ectb abbg ig{|bcl dnkr{igm fnqb ng djc|

\T{' \eb djc| {bmfbg| nd K\T{ gn} ckknrg| dnq ntbq40 pbq kbg| nd |eb |n|cj lnfb{|ik \T

pqnlrk|ing cgl i{ jihbjy |n ab cqnrgl 42 pbq kbg| ig 100=&05'Eime&bgl pqnlrk|{ {rke c{

jisril kqy{|cj li{pjcy %JKL)cgl pjc{fc li{pjcy K\T mqb} ay


10/58

KNFPCGY PQNDIJB

[CF[RGM Ig|qnlrk|ing

30


11/58

Nrq Ti{ing

[cf{rgm i{ mrilbl ay c {igmrjcq ti{ing? |n jbcl |eb limi|cj kngtbqmbgkb fntbfbg|'

]b abjibtb |ec| |eqnrme |bkegnjnmy iggntc|ing |nlcy* }b }ijj digl |eb {njr|ing{ }b gbbl

|n cllqb{{ |eb kecjjbgmb{ nd |nfnqqn}' Dqnf |bkegnjnmy knfb{ nppnq|rgi|y dnq

ar{igb{{b{ |n mqn}* dnq ki|izbg{ ig bfbqmigm fcqhb|{ |n pqn{pbq ay |cppigm ig|n |eb limi|cj

bkngnfy* cgl dnq pbnpjb |n igtbg| gb} pn{{iaiji|ib{'

I|{ nrq cif |n lbtbjnp iggntc|itb |bkegnjnmib{ cgl bddikibg| pqnkb{{b{ |ec| kqbc|b gb}

fcqhb|{* bgqike pbnpjb{ jitb{ cgl kng|igrb |n fchb [cf{rgm c |qr{|bl fcqhb| jbclbq

Nrq Fi{{ing

Btbqy|eigm }b ln c| [cf{rgm i{ mrilbl ay nrq fi{{ing? |n ab |eb ab{| limi|cj&

Knfpcgy'

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12/58

[cf{rgm mqb} ig|n c mjnacj knqpnqc|ing ay dckigm kecjjbgmb{ liqbk|jy' Ig |eb ybcq{ cebcl*

nrq lblikc|bl pbnpjb }ijj kng|igrb |n bfaqckb fcgy kecjjbgmb{ cgl knfb rp }i|e

kqbc|itb ilbc{ |n lbtbjnp pqnlrk|{ cgl {bqtikb{ |ec| jbcl ig |ebiq fcqhb|{' \ebiq igmbgri|y

}ijj kng|igrb |n kecq| [cf{rgm{ knrq{b c{ c pqndi|cajb* qb{png{iajb mjnacj knqpnqc|ing'

31


13/58

[CF[RGM EI[\NQY

1005

Gcfbl Ynng&]nn Jbb c{ c Tikb Keciqfcg $ KBN nd

[cf{rgm Bjbk|qngik{ Jcrgkebl NFGIC pengb

Knfpjb|bl b{|caji{eigm \T fcgrdck|nqy ig Qr{{ic Hcjrmc

Abkcfb |eb nddikicj {png{nq nd 1030 Mrcgmzenr C{icg

Mcfb Lbtbjnpbl |eb }nqjl-{ diq{| 1Ma 20 GCGN

[cf{rgm |chb{ Gn' 3 {pn| ig R'[' kbjjpengb fcqhb|

Npbgbl Mjnacj Aqcgl PQ Kbg|qb [cf{rgm L-jime|-

Gn'3 }nqjl}ilb fcqhb| {ecqb pn{i|ing dnq \T{ ckeibtbl dnq

|eb 9|e srcq|bq ig c qn}

100= Gn'3 }nqjl}ilb fcqhb| {ecqb pn{i|ing dnq \T{ ckeibtbl dnq

|eb {btbg|e srcq|bq ig c qn} Lbtbjnpbl |eb }nqjl-{ diq{| ;0gf&kjc{{ 4


14/58

|eb R'['

C||cigbl Gn'3 }nqjl}ilb fcqhb| {ecqb pn{i|ing dnq JKL dnq

|eb {iu|e ybcq ig c qn}

1004

Lbtbjnpbl |eb }nqjl-{ diq{| qbcj lnrajb&{ilbl JKL Lbtbjnpbl |eb }nqjl{- diq{| 20gf 3M LQCF

Rgtbijbl 30F piubj kcfbqc pengb

Jcrgkebl ![|bcj|e Tckrrf*! c tckrrf kjbcgbq }i|e |eb

}nqjl-{ jn}b{| jbtbj nd gni{b{ Jcrgkebl |eb }nqjl{- diq{| Ajr&Qcy Li{k Pjcybq

Lbtbjnpbl 3'=1![rpbq&Qbdjbk|itb JKL [kqbbg

[bp|bfabq* 1002 \eb Iglic Qb|cij Dnqrf ec{ c}cqlbl [cf{rgm c{ |eb Ab{| Qb|cijbq nd

|eb ybcq 1002 ig |eb kng{rfbq Lrqcajb{ kc|bmnqy' Ocfb{ Lcficg*

[TP* Ab{| Ary cgl ei{ |bcf ecglbl ntbq |eb c}cql |n Fq' Qctiglbq

_r|{ei* Ly FL cgl [cf{rgm Iglic c| |eb Iglic Qb|cij c}cql drgk|ing

ebjl ig Frfaci ng 34|e [bp|bfabq'

Dbaqrcqy 1002 Fq' [' E' Ne cppnig|bl c{ |eb Pqb{ilbg| cgl Keibd Bubkr|itb Nddikbq

nd [cf{rgm [nr|e ]b{| C{ic'

Gntbfabq 100< [cf{rgm qbkbitbl |eb Mnjlbg Pbcknkh [pbkicj knffbglc|ing

Kbq|idikc|b dnq Knqpnqc|b [nkicj Qb{png{iaiji|y %Pqitc|b [bk|nq) dnq

|eb ybcq 100< dqnf Fq' [eitqco Pc|ij* Rging Enfb Figi{|bq'

Dbaqrcqy 100< Iglic fclb qbmingcj ebclsrcq|bq{ dnq [cf{rgm [nr|e}b{| C{ic'

Dbaqrcqy 100< Fq' H' [' Hif cppnig|bl c{ |eb Diq{| Pqb{ilbg| cgl Keibd Bubkr|itb

Nddikbq nd [cf{rgm [nr|e ]b{| C{ic'

Gntbfabq 100; Igcrmrqc|bl [cf{rgm-{ gb}* Eime&\bke* cltcgkbl Qbdqimbqc|nq

dckiji|y'

Crmr{| 100; Knffbgkbfbg| nd pqnlrk|ing c| qbdqimbqc|nq dckiji|y ig Gnilc'

Orgb 100; Fbqmbq nd [IBJ }i|e [BII\'[nd|}cqb |bkegnjnmy pcqh {b| rp c| Gnilc

Lbkbfabq 1001 Kng{|qrk|ing knffbgkb{ dnq 2*000*000 qbdqimbqc|nq pjcg| ig Gnilc

Nk|nabq 1001 [cf{rgm rgtbij{ gb} |bkegnjnmy dnq Kng{rfbq EnfbBg|bq|cigfbg| %LGIb)

Orgb 3994 Dnrglc|ing [|ngb jcil dnq K\T Dck|nqy c| Gnilc* R||cq Pqclb{e'

Fcy 3994 Jcrgke ig [nr|e

3


15/58

Enfb Cppjicgkb{ Jcrgke

Lbkbfabq 3992 [cf{rgm Iglic Bjbk|qngik{ %[IBJ) pqnlrk|{ jcrgkebl ig Iglic'

Crmr{| 3992 Kbq|idikc|b dnq knffbgkbfbg| nd ar{igb{{ qbkbitbl ay [cf{rgm

MQN]IGM \N AB \EB AB[\

[cf{rgm Iglic cif{ |n ab |eb Ab{| Knfpcgy ig Iglic ay |eb Ybcq 1004' Ab{| Knfpcgy

ig |bqf{ nd an|e |eb ig|bqgcj }nqhpjckb bgtiqngfbg| c{ }bjj c{ |eb bu|bqgcj kng|bu| ig

}eike |eb Knfpcgy npbqc|b{' [cf{rgm cif{ |n mqn} ig Iglic ay kng|qiar|igm |n |eb

Iglicg bkngnfy cgl fchigm |eb jitb{ nd i|{ kng{rfbq{ {ifpjbq* bc{ibq cgl qikebq |eqnrme

i|{ {rpbqinq srcji|y pqnlrk|{'

Nrq cif i{ |n mcig |bkegnjnmikcj jbclbq{eip ig |eb Iglicg fcqhb|pjckb btbg c{ nrq mncj i{

|n bcqg |eb jntb cgl qb{pbk| nd fnqb cgl fnqb nd nrq Iglicg kng{rfbq{' Fq' ['E' Ne*

Pqb{ilbg| $ KBN [cf{rgm [nr|e&]b{| C{ic Qbmingcj Ebclsrcq|bq{'

[cf{rgm ig Iglic

[cf{rgm Iglic i{ |eb era dnq [cf{rgm{ [nr|e ]b{| C{ic Qbmingcj npbqc|ing{' \eb [nr|e

]b{| C{ic Qbmingcj Ebclsrcq|bq{ jnnh{ cd|bq |eb [cf{rgm ar{igb{{ ig Gbpcj* [qi Jcghc*

Acgmjclb{e* Fcjlitb{ cgl Aer|cg ab{ilb{ Iglic' [cf{rgm Iglic* }eike knffbgkbl i|{

npbqc|ing{ ig Iglic ig Lbkbfabq 3992* |nlcy bgony{ c {cjb{ |rqgntbq nd ntbq R[, 3Ag ig

or{| c lbkclb nd npbqc|ing{ ig |eb knrg|qy'

32


16/58

Ebclsrcq|bqbl ig Gb} Lbjei* [cf{rgm Iglic ec{ c gb|}nqh nd 39 Aqcgke Nddikb{ jnkc|bl

cjj ntbq |eb knrg|qy' \eb [cf{rgm fcgrdck|rqigm knfpjbu enr{igm fcgrdck|rqigm

dckiji|ib{ dnq Knjnrq \bjbti{ing{* Knjnrq Fngi|nq{*

Qbdqimbqc|nq{ cgl ]c{eigm Fckeigb{ i{ jnkc|bl c| Gnilc* gbcq Lbjei' [cf{rgm Fclb ig

Iglic pqnlrk|{ jihb Knjnrq \bjbti{ing{* Knjnrq Fngi|nq{ cgl Qbdqimbqc|nq{ }bqb abigm

bupnq|bl |n Filljb Bc{|* KI[ cgl [CCQK knrg|qib{ dqnf i|{ Gnilc fcgrdck|rqigm

knfpjbu' [cf{rgm Iglic krqqbg|jy bfpjny{ ntbq 3400 bfpjnybb{* }i|e cqnrgl 35" nd i|{

bfpjnybb{ }nqhigm ig Qb{bcqke $ Lbtbjnpfbg|'

[CF[RGM MJNACJ

\eb LGC nd Limi|cj Iggntc|ing

[cf{rgm Bjbk|qngik{ i{ c mjnacj jbclbq ig {bfiknglrk|nq{* |bjbknffrgikc|ing{* limi|cj

fblic cgl limi|cj kngtbqmbgkb |bkegnjnmib{ }i|e 100< pcqbg| knfpcgy {cjb{ nd

R[,22'1Ag cgl gb| igknfb nd R[,30';Ag' Bfpjnyigm cppqnu' 33;*000 pbnpjb ig ntbq 90

nddikb{ ig


17/58

Kr{|nfizbl pqnlrk|{ dnq Iglicg Kng{rfbq{

[cf{rgm rglbq{|cgl{ |eb jnkcj krj|rqcj {bg{iaiji|ib{ |n kr{|nfizb i|{ pqnlrk|{

ckknqligm |n |eb Iglicg fcqhb|' I| ec{ {b| rp c r{caiji|y jca c| |eb Iglicg Ig{|i|r|b nd

\bkegnjnmy ig Gb} Lbjei |n kr{|nfizb [cf{rgm pqnlrk|{ |n fbb| |eb {pbkidik gbbl{ nd

Iglicg kng{rfbq{' \ei{ iglr{|qy&ig{|i|r|b pcq|gbq{eip i{ ebjpigm [cf{rgm |n {|rly cgl

cgcjyzb kng{rfbq qb{png{b ig c{pbk|{ nd pqnlrk| lb{img* igkjrligm cb{|eb|ik{* bqmngnfik{

cgl ig|bqdckb'

\eqnrme i|{ qb{bcqke lngb ng kng{rfbq pqbdbqbgkb{ ig Iglic* [cf{rgm ec{ kngkjrlbl

|ec| Iglicg kng{rfbq{ }cg| fnqb {nrgl nqibg|bl pqnlrk|{' \er{* |eb [cf{rgm |bjbti{ing{

dnq Iglic ectb c eimebq {nrgl kcpcki|y |ecg |ebiq dnqbimg knrg|bqpcq|{'

Dnq |eb {bfi&cr|nfc|ik {bmfbg| nd [cf{rgm }c{eigm fckeigb{* [cf{rgm ec{

ig|qnlrkbl dnq |eb diq{| |ifb ig Iglic c dbc|rqb kcjjbl [rpbq Lqy' I| i{ pqb{bg| ig |eqbb nd

[cf{rgm{ {bfi cr|nfc|ik fnlbj{ cgl lqib{ |eb kjn|eb{ ab||bq |ecg |eb qb{|'

[cf{rgm }c{eigm fckeigb{ ectb cg clli|ingcj fbgr |ec| |chb{ kcqb nd |eb jnkcj

Iglicg }cqlqnab{' \eby cj{n ectb c fbfnqy qb&{|cq| |ec| |chb{ kcqb nd |eb dqbsrbg|

pn}bq dcijrqb{ ig Iglic'

3=


18/58

PQNLRK\ PQNDIJB

420 [bqib{ Drjj EL JK L \T

Lbtbjnpbl r{igm nrq rgisrb Kqy{|cj Lb{img }i|e c eig| nd

qn{b&qbl knjnq ckkbg|rc|igm c |qcli|ingcj picgn&ajckh

abzbj dqcfb* |eb 420 [bqib{ JKL \T dbc|rqb{ Cr|n Fn|ing

Pjr{ 310Ez* cg Rj|qc Kjbcq Pcgbj* LGIb Pqn cgl ]ilb

Knjnq Bgecgkbq Pqn |n pqntilb pbqdbk| pik|rqb srcji|y'

]ilb Tilbn FP; Pjcybq %YP&P1)

Bsrippbl }i|e Ajrb|nn|e cgl c |nrke {kqbbg ig|bqdckb*

|eb YP&P1 jb|{ kng{rfbq{ bgony titil tilbn{ ng c ;&igke

}ilb JKL {kqbbg' [cf{rgm{ pqnpqib|cqy LG[b 1'0

|bkegnjnmy }i|e Bfn\rqb RI bgecgkb{ |eb rj|ifc|b frj|ifblic bupbqibgkb'

35


19/58

TQ\ Dqng| Jncligm ]c{ebq

Lb{imgbl }i|e Tiaqc|ing Qblrk|ing \bkegnjnmy\F %TQ\)*

nrq }c{ebq lqcfc|ikcjjy qblrkb{ acqqbj tiaqc|ingbtbg

c| |eb eimeb{| {pbbl' I| cj{n qblrkb{ bgbqmy cgl }c|bq

kng{rfp|ing |n |eb }nqjl{ jn}b{| jbtbj{' Drq|ebq* }btb

bgecgkbl }c{eigm pbqdnqfcgkb cgl bkn&dqibgljy pbqdnqfcgkb

}i|e c licfngl&{ecpbl bfan{{igm lqrf'

4&ig&3 [|bcf Ntbg

[ifpjb* yb| {|yji{e* nrq 4&ig&3 {|bcf ntbg knfaigb{ cjj nd

|eb dbc|rqb{ nd c kngtbg|ingcj ntbg }i|e cltcgkbl {|bcf

knnhigm |bkegnjnmy |n {|ifrjc|b ebcj|eibq bc|igm'

[cf{rgm{ tbq{c|ijb {|bcf knnhigm {njr|ing cll{ c

{|bcf drgk|ing |n |eb kngtbg|ingcj ntbg* mqijj cgl fikqn}ctb*

c{ }bjj c{ lqy ebc| cgl dbqfbg|igm'

39


20/58

Ecp|ik \nrke [kqbbg Pengb{ %[K E&]


21/58

NAOBK\ITB[ ND \EB PQNOBK\

\n digl grfabq nd aqcgl{ nd kng{rfbq lrqcajb ig Gc{eih li{|qik|'

\n {|rly aqcgl pqbdbqbgkb nd kng{rfbq dnq kng{rfbq lrqcajb mnnl{''

\n digl fn{| ifpnq|cg| pcqcfb|bq dnq {bjbk|ing nd aqcgl nd Knjnrq |bjbti{ing*

Qbdqimbqc|nq{* ]c{eigm fckeigb* LTL* Fikqn}ctb ntbg'

\n {|rly pqndi| fcqmig nd fconq aqcgl{ ig kng{rfbq lrqcajb'

13


22/58

Qb{bcqke Fb|enlnjnmy

Qb{bcqke fb|enlnjnmy i{ kng{ilbqbl c{ |eb gbqtb nd |eb pqnobk|' ]i|enr| c pqnpbq }bjj&

nqmcgizbl qb{bcqke pjcg* i| i{ ifpn{{iajb |n knfpjb|b |eb pqnobk| cgl qbcke |n cgy

kngkjr{ing' \eb pqnobk| }c{ ac{bl ng |eb {rqtby pjcg' \eb fcig naobk|itb nd {rqtby }c{

|n knjjbk| cppqnpqic|b lc|c* }eike }nqh c{ c ac{b dnq lqc}igm kngkjr{ing cgl mb||igm

qb{rj|'

\ebqbdnqb* qb{bcqke fb|enlnjnmy i{ |eb }cy |n {y{|bfc|ikcjjy {njtb |eb qb{bcqke pqnajbf'

Qb{bcqke fb|enlnjnmy gn| ngjy |cjh{ nd |eb fb|enl{ ar| cj{n jnmik abeigl |eb fb|enl{

r{bl ig |eb kng|bu| nd c qb{bcqke {|rly cgl i| bupjcig{ }ey c pcq|ikrjcq fb|enl ec{ abbg

r{bl ig |eb pqbdbqbgkb nd |eb n|ebq fb|enl{

Qb{bcqke lb{img

Qb{bcqke lb{img i{ ifpnq|cg| pqifcqijy abkcr{b nd |eb igkqbc{bl knfpjbui|y ig |eb fcqhb|

c{ }bjj c{ fcqhb|igm cppqnckeb{ ctcijcajb |n |eb qb{bcqkebq{' Ig dck|* i| i{ |eb hby |n |eb

btnjr|ing nd {rkkb{{drj fcqhb|igm {|qc|bmib{ cgl pqnmqcffbq{' I| i{ cg ifpnq|cg| |nnj |n

{|rly arybq{ abectinq* kng{rfp|ing pc||bqg* aqcgl jnycj|y* cgl dnkr{ fcqhb| kecgmb{' C

qb{bcqke lb{img {pbkidib{ |eb fb|enl{ cgl pqnkblrqb{ dnq knglrk|igm c pcq|ikrjcq {|rly'

Ckknqligm |n Hbqjigmbq* Qb{bcqke Lb{img i{ c pjcg* kngkbp|rcj {|qrk|rqb* cgl {|qc|bmy nd

igtb{|imc|ing kngkbitbl c{ |n na|cig cg{}bq{ |n qb{bcqke srb{|ing{ cgl |n kng|qnj

tcqicgkb'

11


23/58


24/58

QB[BCQKE CQBC

GC[EIH LI[\QIK\&

Gc{eih ki|y

KA[

Pcgkectc|i

Kilkn

Gc{eih Qncl

Liglnqi Qncl

Kcgclc Knqgbq

Mcgmcprq Qncl

FM Qncl

Lbnjcji kcfp

Fcjbmcng

Hcjtcg

[c|cgc

Kecgl}cl

Lbnjc

1


25/58

\cecqcacl

Gcfprq

Jchefcprq

]cgi

Ybnjc

Jc{cjmcng

Pifpjbmcng Ac{}cg|

Noecq

Fcgfcl

Liglnqi

12


26/58

[knpb nd |eb {|rly

\ei{ pqnobk| mitb{ r{ mqbc| bupn{rqb |n |eb kng{rfbq lrqcajb fcqhb| abkcr{b i| igkjrlb{

pqnlrk| hgn}jblmb cgl dibjl {rqtby ona ig }eike }b ti{i|bl |eb kng{rfbq lrqcajb {|nqb{

ig Gc{eih li{|qik|'

]eijb ti{i|igm |eb {enp{ }b

3' Kcjkrjc|bl |eb li{pjcy {ecqb nd |eb [CF[RGM pqnlrk| ig {enp'

1' Knjjbk|bl |eb lc|c nd ck|rcj fng|ejy {cjb nd |eb [CF[RGM pqnlrk| ig db} {enp'

; Dnrgl nr| |eb pqnajbf{ |ec| |eb lbcjbq }bqb dckigm }eijb {bjjigm |eb [CF[RGM

pqnlrk|'


27/58

3' Ig |bqf nd prqkec{igm pn}bq pcqi|y %PPP)* Iglic i{ |eb


28/58


29/58

\ebnqb|ikcj Ackhmqnrgl nd |eb {|rly

[knpb nd fcqhb| qb{bcqke ig tib} nd fnlbqg mjnacj ar{igb{{'

Qb{bcqke fb|enl{ pqntilb ynr }i|e |eb hgn}jblmb cgl {hijj{ ynr gbbl |n {njtb

|eb pqnajbf{ cgl fbb| |eb kecjjbgmb{ nd c dc{|&pckbl lbki{ing&fchigm bgtiqngfbg|'

Ar{igb{{ qb{bcqke knrq{b{ cqb c qbknmgi|ing |ec| {|rlbg|{ ig ar{igb{{* gn|&dnq&pqndi|* cgl

prajik nqmcgizc|ing{ ig cjj drgk|ingcj cqbc{ gbbl |qcigigm ig |eb {kibg|idik fb|enl cgl

i|{ cppjikc|ing |n lbki{ing fchigm' \}n dck|nq{ {|ifrjc|b cg ig|bqb{| ig fnqb {kibg|idik

lbki{ing fchigm? %3) |eb fcgcmbq{ igkqbc{bl gbbl dnq fnqb cgl ab||bq igdnqfc|ing cgl

%1) |eb ctcijcaiji|y nd ifpqntbl |bkegisrb{ cgl |nnj{ |n fbb| |ei{ gbbl'

Lrqigm |eb jc{| |}n lbkclb{* }b ectb }i|gb{{bl lqcfc|ik kecgmb{ ig |eb ar{igb{{

bgtiqngfbg|' Bfbqmigm dqnf c ei{|nqikcjjy bkngnfik qnjb* |eb ar{igb{{ nqmcgizc|ing ec{

btnjtbl ig qb{png{b |n |eb {nkicj cgl pnji|ikcj fcglc|b{ nd gc|ingcj prajik pnjiky*

bupjn{itb |bkegnjnmy mqn}|e* cgl kng|igrigm iggntc|ing{ ig mjnacj knffrgikc|ing{'

\eb{b kecgmb{ ectb kqbc|bl gb} hgn}jblmb gbbl{ dnq |eb fcgcmbq' N|ebq hgn}jblmb

lbfcgl{ ectb cqi{bg dqnf pqnajbf{ }i|e fbqmbq{* |qclb pnjikib{* pqn|bk|bl fcqhb|{*

|bkegnjnmy |qcg{dbq{* cgl fckqnbkngnfik {ctigm{ igtb{|fbg| i{{rb{'

\eb |qbgl |n}cql knfpjbui|y ec{ igkqbc{bl |eb qi{h{ c{{nkic|bl }i|e ar{igb{{ lbki{ing{*

fchigm i| fnqb ifpnq|cg| |n ectb c {nrgl igdnqfc|ing ac{b' Igkqbc{bl knfpjbui|y fbcg{

|ebqb cqb fnqb tcqicajb{ |n kng{ilbq' \eb knfpb|i|ing i{ fnqb timnqnr{* }i|e fcgy

ar{igb{{ ln}g{izigm |n fchb knfpb|i|itb mcig{' ]nqhbq{* {ecqbenjlbq{* kr{|nfbq{* cgl

19


30/58

|eb prajik cqb ab||bq igdnqfbl cgl fnqb {bg{i|itb |n |ebiq {bjd&ig|bqb{|' Mntbqgfbg|

kng|igrb{ |n {en} kngkbqg }i|e cjj c{pbk|{ nd {nkib|y' Bcke nd |eb{b dck|nq{ lbfcgl{ |ec|

fcgcmbq{ ectb fnqb cgl ab||bq igdnqfc|ing rpng }eike |n ac{b lbki{ing{'

\n ln }bjj ig {rke cg bgtiqngfbg|* ynr }ijj gbbl |n ab bsrippbl }i|e cg rglbq{|cgligm

nd {kibg|idik fb|enl{ cgl c fbcg{ nd igknqpnqc|igm |ebf ig|n lbki{ing fchigm' Ynr }ijj

gbbl |n hgn} en} |n ilbg|idy mnnl qb{bcqke cgl en} |n knglrk| i|' \ei{ annh cllqb{{b{

|eb{b gbbl{'

C{ |eb knfpjbui|y nd |eb ar{igb{{ bgtiqngfbg| ec{ igkqbc{bl* |ebqb ec{ abbg c

knffbg{rqc|b* igkqbc{b ig |eb grfabq cgl pn}bq nd |eb |nnj{ |n knglrk| qb{bcqke' \ebqb

i{ tc{|jy fnqb hgn}jblmb ig cjj dibjl{ nd fcgcmbfbg|' ]b ectb abmrg |n arijl ab||bq

|ebnqib{' \eb knfpr|bq ec{ mitbg r{ c srcg|rf jbcp ig |eb caiji|y |n lbcj }i|e pqnajbf{'

Gb} |bkegisrb{ nd srcg|i|c|itb cgcjy{i{ |chb cltcg|cmb nd |ei{ pn}bq' Knffrgikc|ing

cgl fbc{rqbfbg| |bkegisrb{ ectb cj{n abbg bgecgkbl' \eb{b |qbgl{ qbigdnqkb bcke n|ebq

cgl cqb ectigm c fc{{itb ifpck| ng ar{igb{{ fcgcmbfbg|'

{nrqkb{ nd knjjbk|ing nd pqifcqy cgl {bknglcqy lc|c dnq fcqhb| qb{bcqke'

|c {nrqkb{ fcy ab kjc{{idibl c{ bi|ebq ig|bqgcj %nqmcgizc|ingcj) nq bu|bqgcj {nrqkb{ nd

igdnqfc|ing'

Ig|bqgcj [nrqkb{

Ig|bqgcj {nrqkb{ nd nqmcgizc|ingcj lc|c cqb {n tcqibl |ec| i| i{ liddikrj| |n pqntilb

mbgbqcjizc|ing{ canr| |ebiq r{b' Ckknrg|igm cgl fcgcmbfbg| igdnqfc|ing {y{|bf{ kqbc|b

cgl {|nqb frke nd |eb ig|bqgcj lc|c' Qb{bcqke cgl lbtbjnpfbg|* pjcggigm* cgl fcqhb|igm

drgk|ing{ cj{n kng|qiar|b' Bucfpjb{ cqb lbpcq|fbg|cj qbpnq|{* pqnlrk|ing {rffcqib{*

digcgkicj cgl ckknrg|igm qbpnq|{* cgl fcqhb|igm cgl {cjb{ {|rlib{' \eb knjjbk|ing fb|enl{

;0


31/58

r{bl cqb rgisrb |n |eb {pbkidik {i|rc|ing* cgl knjjbk|ing {rkkb{{ lbpbgl{ ng hgn}igm or{|

}ebqb cgl en} |n jnnh' [nfb|ifb{ |eb igdnqfc|ing fcy bui{| ig kbg|qcj dijb{ %i'b'* c|

ebclsrcq|bq{)* ig knfpr|bq lc|cac{b* nq ig lbpcq|fbg|cj keqngnjnmikcj dijb{'

Ig n|ebq nqmcgizc|ing{* c kbg|qcj jiaqcqy hbbp{ cjj qbjbtcg| igdnqfc|ing' [y{|bfc|ik

{bcqkeb{ {enrjl ab fclb |eqnrme bupjnqc|nqy ig|bqtib}{ }i|e btbqyngb }en ecgljb{ |eb

igdnqfc|ing' Nd|bg knfpcgy jiaqcqicg{* FI[' PQ.knffrgikc|ing{* nq lbpcq|fbg|cj

{bkqb|cqib{ kcg ebjp ig pigpnig|igm kqi|ikcj lc|c {nrqkb{' Ig|bqgcj lc|c {nrqkb{ fcy ab |eb

ngjy {nrqkb nd igdnqfc|ing dnq fcgy {|rlib{'

Bu|bqgcj [nrqkb{

Bu|bqgcj {nrqkb{ cqb kqbc|bl nr|{ilb |eb nqmcgizc|ing cgl cqb fnqb tcqibl |ecg ig|bqgcj

{nrqkb{' \ebqb cqb cj{n ab||bq lbdigbl fb|enl{ dnq digligm |ebf' \ei{ li{kr{{ing i{

qb{|qik|bl |n praji{ebl {nrqkb{* cj|enrme n|ebq {nrqkb{ nd igdnqfc|ing fcy ab r{bdrj'

Praji{ebl {nrqkb{ nd lc|c kcg ab kjc{{idibl ig|n ditb kc|bmnqib{' \eb gb}b{| cgl dc{|b{|

mqn}igm ngb i{ knfpr|bqizbl lc|cac{b' \eby cqb knfpn{bl nd ig|bqqbjc|bl lc|c dijb{' \eb

dijb{ cqb {b|{ nd qbknql{ mqnrpbl |nmb|ebq dnq {|nqcmb ng {nfb fblirf' Ckkb{{ fcy ab

|eqnrme ngjigb {bcqke nq KL&QNF' Ngjigb lc|cac{b{ cqb nd|bg {pbkicjizbl cgl dnkr{ ng

igdnqfc|ing canr| c pcq|ikrjcq dibjl'

Fconq {nrqkb nd praji{ebl igdnqfc|ing kng{i{|{ nd litbq{b fc|bqicj{ dqnf {pbkicj

knjjbk|ing{' ]i|eig |ei{ kc|bmnqy |ebqb cqb fcgy qbdbqbgkb annh{* bcke c knfpbglirf nd

c qcgmb nd igdnqfc|ing' C {bkngl mqnrp igkjrlb{ rgitbq{i|y prajikc|ing{* nd }eike |ebqb

cqb fc{|bq{ |eb{b{* lnk|nqcj li{{bq|c|ing{* cgl qb{bcqke qbknql{' C |eiql mqnrp igkjrlb{

knfpcgy prajikc|ing{ {rke c{ digcgkicj qbpnq|{* knfpcgy pnjiky {|c|bfbg|{* {pbbkeb{ ay

pqnfigbg| bubkr|itb{* {cjb{ ji|bqc|rqb* pqnlrk| {pbkidikc|ing{* cgl fcgy n|ebq{' \ebqb cqb

;3


32/58

fi{kbjjcgbnr{ igdnqfc|ing {nrqkb{ kng{i{|igm nd |eb pqnlrk|ing{ nd tcqinr{ |qclb*

pqndb{{ingcj cgl n|ebq c{{nkic|ing{' \eb{b nqmcgizc|ing{ nd|bg praji{e {|c|i{|ikcj

knfpijc|ing* qb{bcqke qbpnq|* cgl pqnkbbligm nd fbb|igm'

Lc|c Cgcjy{i{ cgl Ig|bqpqb|c|ing

\cajb Gn'3 Grfabq nd knfpcgy{ pqnlrk| {njl ay lbcjbq{'

[q' Gn' PQNLRK\ GN' ND QB[PNGLBG\[

3 K&\T 54

1 K&\T $QBDQIMBQC\NQ 4=

; K&\T $QBDQIMBQC\NQ $

]C[EIGM FCKEIGB 24< CANTB CJJ 91

\N\CJ ;03

[nrqkb?& [rqtby

Mqcpe Gn' 3

IG\BQPQB\C\ING?&

;1


33/58

Ckknqligm |n {rqtby* 54 lbcjbq{ }bqb {njl ngjy K&\T* 4= lbcjbq{ }bqb {njl K&\T cgl

QBDQIMBQC\NQ* 24 lbcjbq{ }bqb {njl K&\T cgl QBDQIMBQC\NQ* ]C[EIGM

FCKEIGB cgl 91 lbcjbq{ }bqb {njl cjj pqnlrk|'

\cajb gn' 1 {en}{ gn' nd knfpcgy{ pqnlrk| {njl dqnf lbcjbq{ {enp'

[q' GN' GN' ND KNFPCGIB[

PQNLRK\

GN' ND QB[PNGLBG\[

3 DITB ;;

1 DNRQ 1


34/58

Ckknqligm |n {rqtby* ;; lbcjbq{ }bqb {njl 2 aqcgl{* ;< lbcjbq{ }bqb {njl ngjy 1 aqcgl{

dqnf |ebiq {enp{'

\cajb Gn'; [en}{ Fconq aqcgl nd K&\T {njl ay lbcjbq{'

[q' GN'

AQCGL

GN' ND

QB[PNGLBG\[ PBQKBG\CMB

3 JM ;9 ;9

1 TILBNKNG 1; 1;

; [CF[RGM 35 35

< [CG[RI 33 33

2 NGILC 9 9

\N\CJ 300 300

[nrqkb?& [rqtby

Mqcpe Gn' ?& ;

;


35/58

IG\BQPQB\C\ING&

Ckknqligm |n lbcjbq{* ig Gc{eih li{|qik| JM i{ jbcligm ig

K&\T }i|e ;9"* cd|bq |ec| TILBNKNG i{ 1gl }i|e 1;" cgl |ebg [CF[RGM i{ ng ;ql

}i|e 35"'

\cajb Gn'< Fn{| ifpnq|cg| pcqcfb|bq dnq fnqb {cjb nd K&\T

[q' GN' QBC[NG[ DNQ FNQB [CJB[ GN' NDQB[PNGLBG\[ PBQKBG\CMB

3 Pqikb 15 15

1 Srcji|y ;0 ;0

; [bqtikb 3= 3=

< Cltbq|i{bfbg| 32 32

2 [kebfb{ 30 30

\N\CJ 300 300

[nrqkb?& [rqtby

Mqcpe Gn'NGB^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^\]N^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^

23


52/58

\EQBB^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^DNRQ^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^DITB^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^[IU^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^

;) ]eike i{ fconq aqcgl nd Knjnrq&\bjbti{ing ynr {njl dqnf ynrq {enp>[CF[RGM JM Tilbnkng Ngilc [cg{ri

Pqikb Srcji|y [bqtikb{ Cltbq|i{bfbg| [kebfb{

2) ]eike i{ fconq aqcgl nd Qbdqimbqc|nq ynr {njl dqnf ynrq {enp> Mnlqbo ]eiqjpnnj Hbg{|cq JM [CF[RGM Tilbnkng Hbjtigc|nq

4) ]ec| i{ |eb ifpnq|cg| pcqcfb|bq dnq fnqb {cjb{ nd Qbdqimbqc|nq aqcgl> Pqikb Srcji|y [bqtikb{ Cltbq|i{bfbg|[kebfb{

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5) ]ec| i{ |eb ifpnq|cg| pcqcfb|bq dnq fnqb {cjb{ nd ]c{eigm Fckeigb aqcgl> Pqikb Srcji|y [bqtikb{ Cltbq|i{bfbg| [kebfb{

9) ]eike i{ fconq aqcgl nd LTL ynr {njl dqnf ynrq {enp>[CF[RGM JM Tilbnkng Ngilc [cg{ri Peijip{ Ig|bu [NGY

30) ]ec| i{ |eb ifpnq|cg| pcqcfb|bq dnq fnqb {cjb{ nd LTL aqcgl> Pqikb Srcji|y [bqtikb{ Cltbq|i{bfbg| [kebfb{

33) ]eike i{ fconq aqcgl nd Fikqn}ctb ynr {njl dqnf ynrq {enp>[CF[RGM JM Tilbnkng Hbg{|cq Mnlqbo Peijip{ Acoco [NGY

31) ]ec| i{ |eb ifpnq|cg| pcqcfb|bq dnq fnqb {cjb{ nd Fikqn}ctb aqcgl>Pqikb Srcji|y [bqtikb{ Cltbq|i{bfbg| [kebfb{

21


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marketing project on samsung consumer durables

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