SAMSUNG SMARTZONE: EXECUTION AND ASSESSMENT

PRESENTED BY: MRINALI RAOROLL NO: 1015B 14 KIAMS PUNE

For over 70 years, Samsung has been dedicated to making a better world through diverse businesses that today span advanced technology, semiconductors, skyscraper and plant construction, petrochemicals, fashion, medicine, finance, hotels, and more

Samsung is subscribing to the old saying not to put all of one‘s eggs in one basket. It isoffering consumers a choice of TV technologies with the availability of LCD, edge-lit LEDLCD and plasma 3D units.

Samsung India is a market leader in product categories like LED TVs, LCD TVs, Slim TVs and Side by Side Refrigerators. While it is the second largest mobile handset brand in India, it leads in the smart phone segment in India.

Samsung Group is a South Korean multinational conglomerate company headquarteredin Samsung Town, Seoul.

Dawn Of The 3D T.V

The 3D TV market worldwide is expected to surpass the landmark figure of US$100 Billion by the coming year 2014. Samsung’s unit and

dollar share for the 3D TV market in the May 22 to June 18 period was 61%

Objective: To study and analyse the Smart Zone execution in the market place for Samsung and its competition and recommend the action

plan to improve the performance of the zones in terms of display, functionality and sell-out.

RESEARCH DESIGN

DATA SOURCE Primary data source: Questionnaire

SAMPLING AREA DELHI,GURGAON,NOIDA,FARIDABAD,GHAZIABAD

SAMPLE SIZE 88

RESEARCH INSTRUMENT

Questionnaire

METHOD OF CONTACT

Personal

METHOD OF DATA COLLECTION

Observation and Questionnaire

FINDINGS The following excel sheet contains the record of

the 88 stores across Delhi, Faridabad, Noida, Ghaziabad and Gurgaon that were visited by me respective observations made wrt all the elements of the Smart Zone

S.report.xlsx

Percentage of Stores with Samsung Smart Phones Present 36%

64%

Samsung Smart Phone

PresentAbsent

The above two figures put a light on the gap between what was perceived by Samsung and the reality. Due to lack of the smart phone and adequate Wi-Fi speed most stores lack in providing the customers with a demonstration that showcases all the features of the 3D T.V.

It was also observed that in most Croma, Reliance Stores the wi-fi was not present at all as they wanted Samsung to provide them with a dongle like Sony. This in turn led to the customers getting a demo on the internet facilities and features of Sony but not of Samsung.

Wi-Fi speed allocation

Layout at Stores Like Croma and Reliance

Even If 3D Glass Stand is

not Present Glasses are

always kept at the Counter

Layout At LG Stores

HTS

3D Glass Stand With 4 3D Glasses

POSM

LG Optimus Phone

Layout Includes

All the Stores have the 3D Glass Stand with

glasses ready to be used unlike in the Samsung

layout where hardly any store has the Glass

Stand

The basic layout of LG is consistent through

stores like Reliance & Croma and is easily recognizable with its

Red Layout

The integration of the LG

Optimus 3D Phone in the

Layout

In an attempt to engage customers LG put up a Gaming Console at

Ambiance Mall, Vasant Kunj where one could play 3D Games on

Playstation.

The Stall was divided into two halves, one being the

Gaming Arena and the other being a Demo Counter.

Layout at Sony Stores

3D Glass Stand

Playstation & 3D Bundle pack

HTS

Couch

Layout Includes

The 3D Glass Stand and Couches in front

of the 3D TV are consistent features

through out the store

The sony store in GIP Mall, noida showed

the latest Spiderman movie trailer as part

of their demo content

Negative: although they have included the

playstation in the Display a

demonstration of it is given in none of the

stores.

3D World Road Show Campaign To provide a real time experience of 3D TV viewing, Sony India also did a unique ‘3D World Road Show Campaign‘ which involved mall and airport consumer activation at 31 locations across the country. The consumer promotion activity involved setting up experiential kiosks inside 27 malls and 3 airports (Delhi, Mumbai & Bangalore) and 13 national retail stores across the country.

Samsung Vs Sony Vs LG

Sony and LG have integrated Playstation in either its Display or Demo. The demo with the playstation adds an element of interaction and

customers become more involved in this process. Samsung by adding the XBOZ 360

Kinect can go one step ahead by using 3D and the full body gaming feature of Xbox together

for the first time.

The 3D Demo content of LG is by far the best. Their demo focuses on various sports which highlight and bring out the 3D features of the 3D TV to its maximum potential. The Samsung content lacks in this aspect. The sense of

awe during the demo is not overpowering. The Sony Demo content also includes movie trailers of latest

movies, like the upcoming Spiderman movie. Samsung should either change its demo content or should start

showing 3D Movies as part of their demo.

DEMO CONTENT

Sony provides stores like Croma and Reliance Digital with a Wi-Fi Dongle. This lets the

Promoters demonstrate the web browsing feature without buffering. Most of these stores either

have No Wi-Fi or have a connection that is very slow. The Foot falls in such stores is higher

because customers like to see all the brands under one roof and weigh in their options. In such

a situation when a store has no Wi-Fi the web browsing feature of Samsung is not demonstrated

as opposed to Sony. Also in Samsung Stores where wifi is present in stores a lot of time is wasted in first connecting to the internet and

feeding in the password.

WI-FI

HTS:Although Sony, LG and Samsung have included the HTS in their Layout however none of

them make use of the HTS during the demonstration. Samsung should start using the HTS during the demo as it adds to the whole 3D

experience in a full circle.

3D GLASS STAND:Sony has the 3D Glasses Stand in all of its Layouts, this is a very homogenous

feature. Even LG has the 3D Glass Stand in almost all the stores, however stores which do not have the LG

glass stand keep the glasses in front of the 3D TV itself as a set of four 3D Glasses. Most stores with the Samsung 3D TV do not have the 3d glasses stand. In

some cases the SPC take a long time to locate the 3D Glasses which sometimes turned out to be not

charged.

SPC: •All the SPC’s have the same information about the 3D TV

present with them•Most of them do not give a demo for All Share or the Web

browsing until its asked for• Recommendation: SPC’s should give the customer an

opportunity to use the 3D TV themselves

The SPC’S should let the customers use the 3D TV

themselves after the Demo.

If the customer has a Samsung smartphone then

the SPC’s can use their phone and show the

customers the All Share feature. Songs that are in

the customers phone can be played etc.

The HTS should be used during the demonstration

In order to increase customer interaction in the demo process Playstation or the Xbox Kinect should also

be used3D Demo Content should be changed

Wi-Fi Dongle should be provided to stores like Croma ,Reliance Digital

etc.

Samsung took into account my suggestion of using the

Samsung Home Theatre System during the demonstration process.

They have also

included a web camera as a new element in the Smart Zone

To compete with Sony‘s ―Bundle Pack‖ offer Samsung has come out with 3D pack that comprises a 3D BD Player with an HDMI Cable, two Battery operated 3D Glasses, five Blu-ray and one 3D movie title.RESUL

TS

Thank You