SUMMER INTERNSHIP PROJECT REPORT ONANALYSIS OF SALES OF SHARP REFRIGERATORS

IN COMPARISON TO COMPETITION SALES IN KASBA GREATEASTERN APPLIANCE.

The Consumer Durables industry consists of durable goods and appliances for domestic use such as televisions, refrigerators, air conditioners and washing machines.

Instruments such as cell phones and kitchen appliances like microwave ovens are also included in this category.

The sector has been witnessing significant growth.

SUMMARY ON THE CONSUMER DURABLES INDUSTRY

SUMMARY ON THE CONSUMER DURABLES INDUSTRY

The consumer durables industry can be broadly classified into two segments:

• Consumer Electronics and Consumer Appliances.

•Consumer Appliances can be further categorized into Brown Goods and White Goods.

Consumer durablesWhite Goods

Brown Goods Consumer Electronics

• Refrigerators• Washing Machines• Air-conditioners• Speakers and Audio Equipments

• Mixers• Grinders• Microwave Ovens• Iron• Electric Fans• Cooking Range• Chimneys

• Mobile Phones• Televisions• MP3 Players• DVD Players• VCD Players

SHARE OF THE DIFFERENT TYPES OF SERVICES OFFERED IN THE ENTERPRISE DATA MARKET:

11%10%

10%

7%

7%25%

27% 4%

LEDLCDSound SystemWashing machineMicro ovenAC

ABOUT THE COMPANY• Sharp founder Tokuji Hayakawa coined this phrase to embody the management concept at Sharp. In 1912, he invented the snap belt buckle and three years later brought the Ever-Sharp mechanical pencil to the market. Since then, sharp has been on the cutting edge of technology, consistently innovating new appliances, industrial equipment and office solutions and changing the lives of people around the world.

• In 1962, sharp expanded outside of Japan and established Sharp Electronics Corporation in the United States-the company’s first overseas sales base-and in 1979 it set up the Sharp Manufacturing Company of America to create a manufacturing base in the U.S.

•Sharp considers India to be an extremely important market for its products. It is a measure of this strong belief

in the Indian market, that it has three subsidiaries in India.

•Sharp India Limited which set up operations in 1989 is engaged sales of TVs. Home Appliances and other

Consumer Durables.

•Sharp Business Systems (India) Limited which commenced operations on May 1, 2000 is in the fields of Solar

Photovoltaic Products & Systems & Office Automation products like Digital Multifunction Products, Facsimile

Machines, multi-media Projectors, professional LCD Display Solutions, Video Wall Display Solutions,

Electronic Cash Registers & POS Terminals etc.

•The Company has a nation-wide sales & service network covering even the remotest locations of India.

PRODUCT PROFILE

• Calculators

• Mobile Handset

• LCD

• Air Conditioners

• Multimedia Projector

• Fax machine

• Refrigerator (SJK Series)

• Plasma cluster Ion Technology

• Electronic Cash Registers

• Multifunctional printers

• Multimedia projectors Professional LCD display

• Solar Power

• Microwave Oven

• Washing Machine

• LED

PANEL ( LCD/LED ) Samsung Haier Panasonic Sony Toshiba Onida

REFRIGERATOR• Samsung•Godrej•Panasonic•Whirlpool•Bosch•Haier•Hitachi

AIR CONDITIONERS• Samsung •Haier•Panasonic•Hitachi•Carrier•Daikin•Voltas•Blue Star

MICROWAE OVEN• Samsung•Godrej•Panasonic•Whirlpool•Haier•Electrolux

WASHING MACHINE•Samsung•Haier•Panasonic•Whirlpool•Godrej•Electrolux

 

Competitors of Sharp

OVERALL MARKET SHARE

Sharp

Samsung

Panasonic

Sony

Hitachi

Daikin

Toshiba

Voltas

Carrier

Whirlpool

Onida

Haier

Bosch

Philips

Electrolux

Kelvenator 1

0 50 100 150 200 250 300

200

280

120

99

46

20

30

130

4

180

2

60

2

15

40

BRAND UNITSOLDSharp 200Samsung 280Panasonic 120Sony 99Hitachi 46Daikin 20Toshiba 30Voltas 130Carrier 4

Whirlpool 180Onida 2Haier 60Bosch 2Philips 15

Electrolux 40

Kelvenetor 1

Total 1229

JOB PROFILE

DATA ANALYSIS

MARKET SHARE OF SHARP IN TERMS OF SALE DURING MY SIP PERIOD AT KASBA GREAT ESTERN

BRAND UNITS

Sharp 45Samsung 65Panasonic 35Hitachi 20Carrier 6Daikin 2Voltas 60Haier 2total 235

IN AIR CONDITIONERS

BRANDUNIT

Sharp 120

Samsung 104

Panasonic 10

Hitachi 5

whirlpool 95

Electrolux 20

Godrej 80

Haier 35

total 469

IN REFRIGERATOR

MARKET SHARE OF SHARP IN TERMS OF SALE DURING MY SIP PERIOD AT KASBA GREAT ESTERN

IN PANEL (LCD/LED)

Haier2% Sam

sung31%

Panasonic13%Onida

2%Toshiba

7%

Sony34%

sharp11% BRAND UNITS SOLD

Haier 2

Samsung 40

Panasonic 17

Onida 3

Toshiba 9

Sony 45

sharp 15

total 131

MARKET SHARE OF SHARP IN TERMS OF SALE DURING MY SIP PERIOD AT KASBA GREAT ESTERN

 IN WASHING MACHINE

13%

14%

23%

11%

19%

5%

13%3%

Sharp Haier Samsung PanasonicWhirlpool Godrej Electrolux Bosch

BRAND UNITS

Sharp 8Haier 9Samsung 15Panasonic 7Whirlpool 12Godrej 3Electrolux 8Bosch 2total 64

MARKET SHARE OF SHARP IN TERMS OF SALE DURING MY SIP PERIOD AT KASBA GREAT ESTERN

IN MICROWAVE OVEN

BRAND UNITS

Electrolux 9Sharp 12Godrej 7Samsung 18Panasonic 9Whirlpool6 6TOTAL 61

MARKET SHARE OF SHARP IN TERMS OF SALE DURING MY SIP PERIOD AT KASBA GREAT ESTERN

How many customers is awareness of sharp’s product?

20%AWARE

75%UNWARE

5%OTHER

Which color of refrigerator is preferred mostly by customers?

blue metalic green steel fin-ish

glass fin-ish

red otherz

Series1 15 20 15 5 5 30 10

2.5

7.5

12.5

17.5

22.5

27.5

How many customers want to keep sharp refrigerator in their house?

1

0 10 20 30 40 50 60 70 80

customers preferense

will not preferwil prefer

Which type of customers was mostly came into GREATEASTERN APPLIANCE, KASBA?

high profile

midium profile

low profile

0 10 20 30 40 50 60

30

55

15

GREATEASTERN APPLIANCE has 16th branches, which branch sales more sharp product?

26%

25%9%8%

8%

11%

4%9%

Dalhouse

Kasba

Bekbagan

Pnb

kakurgachi

barasat

baguati

mintopark

LIMITATIONS AND CONSTRAINTS

No fund for doing advertisement on a large basis.

Dependent on Salesmen for selling their products.

Dependent on dealers like Khosla Electronics, Great eastern, etc. to sale their

products.

Also dependent on customers brand preference.

Supply or Production of demanded or required products on time.

Bajaj Finance problem.

GENERAL FINDINGS

Awareness of sharp brand amongst dealers is good.

Preference for dealers regarding newly launched SHARP refrigerator is good.

It was found that the dealers showed more inclination towards the brands which gives them more

margins as compared to others.

It was experienced that during the survey it was difficult to convince or make them understand

about the importance about this project.

Pure competition prevails the market.

As far as consumers are concerned. They are not at all aware of the newly launched sharp

refrigerator.

LG and SAMSUNG are the most preferable brands in respect of both dealers and consumers.

In terms of price sharp is bit expensive compared to other brands of refrigerators.

In terms of quality LG is the best followed by brand.

As far as hybrid cooling concerned SHARP to be better than SAMSUNG, WHIRLPOOL & VIDEOCON.

Dealers and consumers want a much more frequent visit from the company personnel’s.

Suggestions & Recommendations 

A very exhaustive study has been made; keep in essence of the objective of the project. With the efforts put on the project a detailed analysis was conducted and result was derived, based on the results and market response few suggestions are discussed below:

As the price of the refrigerators is high compare to its counter-part dealers do face problems to sell their product.

At time it has been seen that the delivery commitments on the side of the company is not prompt, this creates a bad name and again business is lost.

On interviewing Dealers/retailers the most important thing is that there was no advertisement of the products.

Though the company eyes at the big dealers for a better supply but if substantial amount of small dealers & sub-dealers are given the opportunity amount of small dealers & sub-dealers are given the opportunity directly by the company, it may result in increase in average sell.

Focus on customer satisfaction through frequent consumer visit for feedback.

CONCLUSION

Although SHARP BUSINESS SYSTEMS (INDIA) LIMITED has a good name in the

market the difference still lies & in a constant stage. The main reason for the difference is

the weak marketing strategy of the company and excessive price of the company product.

So to increase the market share of the company in the market and to overtake LG in the

specified area the company has to stabilize its price and have to come with a strong

marketing strategy.

The market survey undertaken shows that effective marketing efforts play a vital role in

creating the goodwill & “Brand awareness amongst the consumers”. The distribution

channel of the company must be well designed and made effective this ensures timely

availability of refrigerators. Therefore the awareness of brand SHARP is already in a

substantial market position & to increase further definite promotional & operational

activities will be required.

CampusAhmedabad Campus: Karnavati Knowledge Village, A/907,Uvarsad, S.G.Highway, Gandhinagar

Kolkata Campus: Infinity Benchmark Tower 10th Floor, Plot - G1, Block - EP& GP, Sec - V, Salt Lake, Kolkata.

Reg. Office: 407, Zodiac Square, 4th Floor Opp. Gurudwara, S.G. Road, Bodakdev, Ahmedabad.

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