2. 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 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 headquartered
in Samsung Town, Seoul.
Samsung is subscribing to the old saying not to
put all of one‘s eggs in one basket. It is
offering consumers a choice of TV technologies
with the availability of LCD, edge-lit LED
LCD and plasma 3D units.
3. 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%
4. 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.
6. 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
7. 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%
Present
Absent
Samsung Smart Phone
8. Wi-Fi speed allocation
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.
9.
10.
11. Even If 3D Glass Stand
is not Present Glasses
are always kept at the
Counter
Layout at Stores Like Croma and Reliance
14. The basic layout of LG is consistent
through stores like Reliance & Croma
and is easily recognizable with its Red
Layout
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 integration of the LG
Optimus 3D Phone in the
Layout
15. 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.
16. The Stall was divided into two halves, one
being the Gaming Arena and the other being a
Demo Counter.
20. 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.
21. 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.
23. 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.
24. DEMO CONTENT
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.
25. 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.
26. 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.
27. 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.
28. 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
29. 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.
30. Wi-Fi Dongle should be provided to
stores like Croma ,Reliance Digital 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 used
3D Demo Content should be
changed
31. 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.
RESULTS
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
