This document is a summer training project report for Sony India Ltd. It includes an acknowledgements section thanking various individuals at Sony India for their support and guidance during the project. It also includes a table of contents outlining the various sections of the report. The report provides an executive summary of the Indian consumer durables industry and Sony's position within it. It gives background information on Sony as a company both globally and in India. It also provides profiles of Sony's products and competitors within the Indian market.

1. THE INDIAN INSTITUTE OF PLANNING AND MANAGEMENT, MUMBAI
SUMMER TRAINING PROJECT
REPORT ON SONY INDIA LTD.
AND THEIR PRODUCT
PREPARED
BY:
MD. DANISH SHAMSHER
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2. ROLL NO-58
Section: F2 FW (09-
11)
ACKNOWLEDGEMENT
I would like to take this opportunity to thank the Management of SONY
INDIA LTD., Mumbai for granting the permission to carry out my summer
training at their esteemed organization.
I express my sincere gratitude to Mr. ARUN BABU, without whose
guidance and support this endeavor would not have been possible. His
Constant direction and advice played a very important role in motivating me
to put my best efforts. Special thanks to Miss. Swasti Pandey for her
constant support during the project..
Finally, I thank the Dean, IIPM Mumbai for permitting me to do the
project.
I also thank my friends and family members for their support and
encouragement.
MD DANISH SHAMSHER
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3. 3

4. Table Of Contents
Topic Page
No
5
Executive Summary
8
Introduction to Consumer Durables
10
Private Players in the Indian Consumer Durables &
Electronics Market
Company Profile 13
Product Profile 17
Competitor Profile 20
Key learning’s 25
Job description 31
Conclusion 33
Bibliography 34
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5. Executive Summary
The Indian consumer durables industry has witnessed a considerable change
in the past couple of years. Changing lifestyle, higher disposable income
coupled with greater affordability and a surge in advertising has been
instrumental in bringing about a sea change in the consumer behavior
pattern.
This industry consists of durable goods used for domestic purposes such as
televisions, washing machines, refrigerators, microwave ovens, mobile
phones etc. The growth in the consumer durables sector has been driven
primarily by factors such as the boom in the real estate & housing industry,
higher disposable income, emergence of the retail industry in a big way
coupled with rising affluence levels of a considerable section of the
population.
As per a survey conducted by FICCI on the Indian consumer durables
industry, a shift in consumer preferences towards higher-end,
technologically advanced branded products has been quite discernable.
Location of SIP
Sony India Pvt. Ltd.
Crimpage Corporation,
2nd floor, Plot No. 57,
Street No.17, MIDC, Andheri East,
Mumbai - 400093
Ph No : 022-6128 8000
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6. Objectives Of The Study
Different Companies/brands are available in the consumer durable market
to customers like Sony, Samsung, LG, Philips, Panasonic etc. Sony is the
leading brand name in the consumer durable market.
The final decision of transaction is totally depend on the consumer,
consumer may have different perception for his satisfaction for particular
brand and company has to fulfill consumer’s requirement. Hence the
concerned project is undertaken:-
• To analyze the customer’s requirement.
• To study the Competitor’s service
• To study the attitude of staff member to customers.
• To provide the better services & try to built the credibility in the
consumer.
• To know the opinion & suggestions of customers.
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7. Industry Classification
The consumer durables industry can be broadly classified as consumer
electronics and consumer appliances. The consumer appliances category
can be further segmented as white goods and brown goods.
With a presence spanning 36 countries, Sony has not only touched the lives
of millions but also has made a difference in their lifestyles. Visit Sony
across the world and discover how a name, synonymous with technology,
has given a totally new dimension to entertainment.
Throughout the world today, Sony stands for innovation, state of the art
technology and superior quality. Leading into its next fifty years, Sony’s
vision is to offer people exciting new products and new lifestyles and
remains committed to the challenge of creating and realizing these dreams.
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8. Introduction to Consumer Durables
Before the liberalization of the Indian economy, only a few companies like
Kelvinator, Godrej, Allwyn, & Voltas were the major players in the
consumer durables market, accounting for no less than 90% of the market.
Then, after the liberalization, foreign players like LG, Sony, Samsung,
Whirlpool, Daewoo, Aiwa came into the picture. Today, these players
control the major share of the consumer durables market.
Consumer durables market is growing very fast because of rise in living
standards, easy access to consumer finance, & wide range of choice, as
many foreign players are entering in the market.
On the flip side, the presence of a large number of players in the consumer
durables market sometimes results in excess supply.
Strengths-
1. Presence of established distribution networks in both urban & rural areas
2. Presence of well-known brands.
3. In recent years, organized sector has increased its share in the market vis a
vis the unorganized sector.
Weaknesses-
1. Demand is seasonal & is high during festive season.
2. Demand is dependent on good monsoons.
3. Poor government spending on infrastructure.
4. Low purchasing power of consumers.
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9. Opportunities-
1. In India, the penetration level of white goods is lower as compared to
other developing countries.
2. Unexploited rural market.
3. Rapid urbanization.
4. Increase in income levels, i.e. increase in purchasing power of
consumers.
5. Easy availability of finance.
Threats-
1. Higher import duties on raw materials imposed in the Budget 2007-08
2. Cheap imports from Singapore, China & other Asian countries
Consumer durables Sector can be classified as follows:
1. Consumer Electronics includes VCD/DVD, home theatre, music players,
color televisions (CTVs), cameras, camcorders, portable audio, Hi-Fi, etc.
2. White Goods include dishwashers, air conditioners, water heaters,
washing machines, refrigerators, vacuum cleaners, kitchen appliances, non-
kitchen appliances, microwaves, built-in appliances, tumble dryer, personal
care products, etc.
3. Moulded Luggage includes plastics.
4. Clocks & Watches
5. Mobile Phones.
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10. Private Players in the Indian Consumer Durables
& Electronics Market
1 Videocon Appliances Ltd
One of India’s ingrown companies, Videocon boasts of an annual
turnover of the tune of US$4.1billion. It has 17 sites in India, & is
known to be the third biggest manufacturer of picture tubes in the
world. It also has global presence, with plants in Mexico, Italy,
Poland, China & the Middle East. Manufacturer of Televisions,
VCRs, VCPs, Audio Systems, Home Appliances & Business
Electronics. Manufactures Televisions & VCRs in technical tie-up
with Toshiba Corporation of Japan.
2 L.G Electronics
The market leader in consumer durables is LG for close to a decade
in India. They have also been recognized for their superior innovation
& after sale service. It is proud of their distribution channels which
offer its products to the breadth & length of India. As early as 1998,
LG with a budget of Rs500 Crores set up manufacturing facility with
a state-of-the art technology at Greater Noida, near Delhi. L.G also
has recently entered directly into the consumer market by setting up
retail shops & boast of retail sales Rs. 10,000 crores in 2008.
3 Samsung Electronics
Samsung entered India in 2002 with an 80 acre sprawling facility at
Noida & mainly manufactures colour TVs, mobile phones & some
white goods. Its manufacturing facilities are best known for its high
automation, high quality & state of art. Manufacturer of Computer
peripherals, televisions, refrigerators, washing machines, air
conditioners, microwave ovens, audio & video systems.
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11. 4 Salora International Ltd
Manufactures black & white & color Television sets, fly back
transformers, speakers & other components. Markets under its own
brand name Panasonic brand of printers, fax machines, pan boards
& digital cameras. Also markets under its own brand name colour
monitors & cordless phones manufactured by some other renowned
international brands.
5 Siemens, India
The Siemens Group in India comprises of 22 companies, providing
direct employment to over 17,000 persons. Currently, the group has
18 manufacturing plants, a wide network up of Sales & Service
offices across the country as well as over 500 channel partners.
Siemens brings to India state-of-the-art technology that adds value to
customers through a combination of multiple high-end technologies
for complete solutions. Today, Siemens, with its world-class
solutions plays a key role in India’s quest for developing modern
infrastructure.
6 Philips, India
Makers of audio, video products, domestic appliances, & more. As a
world leader in healthcare, lifestyle & lighting, Philips integrates
technologies & design into people-centric solutions.
Mission- To improve the Quality of people’s lives through timely
introduction of meaningful innovations.
7 BPL
Includes a shopping gallery & also corporate information including
home entertainment, appliances, digital & mobile services, medical
electronics, & consumer telecommunications.
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12. 8 Bose Corporations
Bose Corporation develops & manufactures audio devices (including
speakers, amplifiers, headphones, automotive sound systems for
luxury cars), automotive suspension systems, & performs some
general research (such as debunking cold fusion). The company was
founded in 1964 by Amar G. Bose, a professor of electrical
engineering (who retired in 2005) at the Massachusetts Institute of
Technology.
9 Haeir India
Haier India started its commercial operations in January 2004 and is a
100 per cent subsidiary of the Haier Group. The India launch was
started with innovative products which were designed keeping the
day to day customer needs in mind -- products that will transform the
customer's every day living into inspired living. 'Products that will
make your today better than yesterday.' Haier India launched BMR
technology for the first time in India followed by the Double Drive
which is a newly patented technology
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13. Company Profile
One of the most recognized brand names in the world today, Sony
Corporation, Japan, established its India operations in November 1994,
focusing on the sales and marketing of Sony products in the country. In a
span of 15 years Sony India has exemplified the quest for excellence in the
world of digital lifestyle becoming the country’s foremost consumer
electronics brand. With relentless commitment to quality, consistent
dedication to customer satisfaction and unparalleled standards of service,
Sony India is recognized as a benchmark for new age technology, superior
quality, digital concepts and personalized service that has ensured loyal
customers and nationwide acclaim in the industry.
With brands names such as BRAVIA, BRAVIA Theatre, Cyber-
shot‚ Handycam®, VAIO, Walkman®, Xplod, Memory
Stick™‚ PlayStation®. Sony has established it self as a value leader across
its various product categories of Audio/Visual Entertainment products,
Information and Communications‚ Recording Media, Business and
Professional products.
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.
Sony India also has a strong service presence across the country with 20
company owned and 190 authorized service centers and 16 exclusive
demonstration centers. A distinctive feature of Sony’s service is its highly
motivated and well-trained staff that provides the kind of attentive and
sensitive service that is rare today.
Sony is committed to ensuring that both the products and the marketing
activities employed truly make a difference to people’s lifestyles and offer
them new dimensions of enjoyment.
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14. It was in 1946 that Masaru Ibuka and Akio Morita together with a small
team of passionate and committed group of employees started to build
“Tokyo Tsushin Kenkyujo” (Totsuko), or “Tokyo Telecommunications
Research Institute” to the billion dollar global conglomerate that it is today.
It was in 1946 that Masaru Ibuka and Akio Morita together with a small
team of passionate and committed group of employees started to build
“Tokyo Tsushin Kenkyujo” (Totsuko), or “Tokyo Telecommunications
Research Institute” into the billion dollar global conglomerate that it is
today. The main objective of the company was to design and create
innovative products which would benefit the people.
From early attempts at creating products like the rice-cooker to the later
success of creating Japan’s first magnetic recorder, the innovative company
went on to create other hit products which won the company widespread
recognition and international acclaim as a truly global company known for
its quality and innovative products. Significant product milestones included
Japan’s first transistor radio (1955), Trinitron colour television (1968),
Walkman personal stereo (1979), Handycam videocamera (1989),
PlayStation (1994), Blu-ray Disc recorder (2003) and PlayStation 3 (2006).
The company name of Sony was created by combining two words of
“sonus” and “sonny”. The word “sonus” in Latin represents words like
sound and sonic. The other word “sonny” means little son. Used in
combination, Sony is supposed to represent a very small group of young
people who have the energy and passion towards unlimited creations and
innovative ideas. With the far-sight of expanding worldwide, it was in 1958
that the company formally adopted “Sony Corporation” as its corporate
name. Easy to pronounce and read in any language, the name Sony, which
has a lively ring to it, fits comfortably with the spirit of freedom and open-
mindedness.
Company Mission
Sony India focused towards making a difference in the lifestyles in the
Indian market and open up new vistas of entertainment in the country. Sony
India remains committed towards offering new age technology and digital
concepts while working hand in hand with the Indian industry to produce
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15. and sell excellence. Their consistent commitment towards service has
brought the company quite closer to the Indian customer.
Business Philosophy
To work meticulously by putting calculative & creative efforts to ensure
success.
To provide high quality products to Consumers.
Ultimate Objectives
 Increasing Sales Volume.
 Increasing trial.
 Increasing repeat purchase.
 Increasing loyalty.
 Creating interest.
 Creating awareness.
 Gaining intermediary support.
15

16. Company: Sony India Pvt. Ltd.
Managing
Mr. Masaru Tamagawa
Director:
Date of
November 17, 1994
Establishment:
Location: A-31, Mohan Cooperative Industrial Estate, Mathura Road,
New Delhi - 110044, India.
Staff Strength: 728
Share Capital: Rs. 550 million
Share Holding: 100% subsidiary of Sony Corporation, Japan
Branch Delhi, Haryana, Mumbai, Bangalore, Chennai, Kolkata,
Offices: Hyderabad, Vijayawada, Jaipur, Chandigarh, Lucknow,
Pune, Ahmedabad, Indore, Cochin, Coimbatore,
Ghaziabad, Guwahati, Mangalore and Ranchi
Business: Marketing, Sales and After-Sales Service of electronic
products & software exports
Activities: Products: Televisions, Hi-fi Audios, Home Theater systems
and DVD players, Personal Audio (CD/Cassette Radio
Players and Walkman®), Audio Video Accessories, Car
Audio and Visual Systems, Notebooks, Gaming Consoles,
Camcorders and Digital Still Cameras, Digital Imaging
Accessory (Batteries, Chargers, Microphone, Photo
Printers), Mobile Phones, Recording Media and Energy
Devices, Broadcast and Professional products.
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17. Product Profile
Basic Consumer Durables
Bravia™ LCD/LED TV
Capture the true colours of movies with vast collection of Bravia LCD/LED
TVs that pushes the boundaries of TV technology to bring y maximum
picture quality in full high definition.
Digital Photography
Breaking technological grounds, our Digital Imaging devices and
accessories are created with you in mind. We have cameras with compact
designs if you wish to carry it in your purse, and cameras with additional
features if you’re looking for that something extra.
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18. Home Theatre System
Combining the latest in video and audio technologies, Sony has developed a
series of Home Theatre Systems that provides you with an enhanced home
theatre experience.
VAIO CS
Vaio CS is an extraordinary blend of elegance, fun and high performance
with its irresistible colour range and mistic features
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19. Play Station
Gaming would not be the same without the invention of the Sony
PlayStation series. In addition to the highly popular PlayStation®2, there’s
the handy PlayStation®Portable and next-generation console
PlayStation®3.
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20. Competitor’s Profile
The Korean company Samsung has grown to become one the world’s
leading electronic companies, specializing in digital appliances and media,
semiconductors, memory and system integration. Today Samsung’s
innovative & top quality products & processes are world recognized.
The digital age has brought revolutionary change – and opportunity – to
global business, and Samsung has responded with advanced technology,
competitive products, and constant innovation.
Samsung, see every challenge as an opportunity and believe that it is
perfectly positioned as one of the world's recognized leaders in the digital
technology industry.
Its commitment to being the world's best has won the No.1 global market
share for 13 products, including semiconductors, TFT-LCDs, monitors and
CDMA mobile phones. Looking forward, and making historic advances in
research and development of its overall semiconductor line, including flash
memory and non-memory, custom semiconductors, DRAM and SRAM, as
well as producing best-in-class LCDs, mobile phones, digital appliances,
and more.
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21. 7
The history of LG Electronics has always been surrounded by the
company's desire to create a happier, better life.
LG Electronics was established in 1958 and has since led the way into the
advanced digital era thanks to the technological expertise acquired by
manufacturing many home appliances such as radios and TVs.
LG Electronics has unveiled many new products, applied new technologies
in the form of mobile devices and digital TVs in the 21st century and
continues to reinforce its status as a global.
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22. Product Profile
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23. REFRIGERATOR
. Side by Side Refrigerator
. Frost Free Refrigerator
. Direct Cool Refrigerator
WASHING MACHINE
. Dish Washer
. Steam Washer Dryer
. Washer Dryer
. Front Load Washing Machine
. Top Load Washing Machine
. Semi Automatic Washing Machine
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24. MICROWAVE OVEN
. Solar Dom Microwave
. Convection Microwave
. Grill Microwave
. Solo Microwave
TELEVISION
. LCD TV
. Plasma TV
. Ultra Slim TV
. Flat TV
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25. Computer Products
. Notebook PC
. Desktop PC
. Monitor
. Optical Storage Devices
. Projector
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26. Key Learning’s
What is marketing Executive?
Marketing executives are involved in developing marketing campaigns that
promote a product, service or idea. The role includes planning, advertising,
public relations, organizing events, product development, distribution,
sponsorship and research. The work is often challenging, varied and
exciting. The responsibilities of a marketing executive will vary, depending
on the size of the organization and sector, and whether the focus is on
selling a product or service or raising awareness of an issue that affects the
public. As many organizations have marketing departments, marketing
executives can be found in both the private and public sectors, from the
financial, retailing and media industries to voluntary and public sector
organizations. Marketing executives may also be known as marketing
officers or coordinators.
What is marketing Executive work?
Marketing executives contribute to and develop integrated marketing
campaigns. Tasks typically involve:
• liaising and networking with a range of stakeholders, e.g. customers,
colleagues, suppliers and partner organizations;
• communicating with target audiences and managing customer
relationships;
• sourcing advertising opportunities and placing adverts in the press
(local, regional, national and specialist publications) or on the radio
(depending on the organization and the campaign);
• managing the production of marketing materials, including leaflets,
posters, flyers, newsletters and e-newsletters and DVDs;
• writing and proofreading copy;
• liaising with designers and printers;
• organizing photo shoots;
• arranging for the effective distribution of marketing materials;
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