Description
Brand Awareness is the extent to which a brand is recognized by potential customers, and is correctly associated with a particular product. Expressed usually as a percentage of target market, brand awareness is the primary goal of advertising in the early months or years of a product's introduction.
List of tables
S.No 1 2 3 4 5 6
Particulars Sony Ericsson mobile buyers Purpose of use Features of Satisfaction Awareness of sony ericsson mobiles Reason for not using sony Ericsson mobiles Satisfaction about sony ericsson mobiles
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List of charts
S.No 1 2 3 4 5 6
Particulars Sony Ericsson mobile buyers Purpose of use Features of Satisfaction Awareness of sony ericsson mobiles Reason for not using sony Ericsson mobiles Satisfaction about sony ericsson mobiles
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Chapter – 1
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Introduction
INTRODUCTION :
The project market research is conducted primarily to enhance the company with information about the level of brand awareness for the product SONT ERICSSION MOBILES from the customers. The objective of the study is to create awareness of the product among the general public. To study the usage and the factor that influences the people to buy Ericssion mobiles.
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Profile of the study area
Chennai, formerly called Madras, has been present since times immemorial. Whatever is known about the capital city of Tamil Nadu, presently serves as the history of the modern city. Originally Chennai was a cluster of villages, perched amidst paddy fields, bordered by palm trees. The Pallavas, the Cholas, the Pandyas and the Vijaynagar Empire, all the popular dynasties of South India, have had an influence over the city. The origin of the metropolitan city started in 1639, when Francis Day and Andrew Cogan, two merchants of the East India Company, started a factory-cum-trading post here.
A settlement was built to serve as the control centre and it was completed on 23 Apr' 1640, St George's Day and was named as St George's Fort. The native town, officially called George Town, was established outside the ramparts of the Fort. George Town had several crowded lanes and each lane dealt in special trade, serving the British colonists. The Colonial decree made connections with the villages, together with the settlement at San Thome that was established by the Portuguese in the 16th century.
The 7th century Pallava Port, Kapalesvara Temple and Parthasarathi Temple are standing testimony to the fact that Chennai had been present since ages. In 1746, Chennai, along with Fort St George, came under the sway of the French, who ransacked the town and the nearby villages. The British again got command over Chennai in 1749, attributable to the Treaty of Aix-la-Chappell. They fortified the area so that this time no pirate could
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conquer it. By the late 18th century, they were able to overpower most of the region around Tamil Nadu, Andhra Pradesh and Karnataka and founded the Madras Presidency.
During the British rule, Chennai went under drastic changes, to become a prominent city, with strong naval base. With the introduction of railways in the late 19th century, Chennai got linked with other important cities like Mumbai and Kolkata. Facilities of trade and communication in the city boosted, connecting it with the hinterland too. Chennai was the only city of India that was attacked during the World War.
When India became independent in 1947, Chennai city was declared as the capital of Madras State, which was later renamed as Tamil Nadu in 1968. In 1997, the Government of Tamil Nadu officially changed the name of Madras to Chennai. However, it is the colonial rule which developed Chennai into a major commercial center. In the present day, George Town houses most of the pioneer business headquarters, while the State Government has its nerve centre in the Fort St George.
SONY ERICSSON - HISTORY OF THE COMPANY Biography of Hideki (Dick) Komiyama Hideki (Dick) Komiyama became President of Sony Ericsson Mobile Communications on 1 November 2007 and is based at the company’s offices in London, UK. In his first few months at Sony Ericsson Dick has travelled extensively and visited the company’s
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main sites and offices around the world, and met operator customers and members of the media. During the February 2008 Mobile World Congress in Barcelona he accepted the ‘Best Handset’ award for the W910 WALKMAN® music phone on behalf of the company. Dick joined Sony Ericsson from Sony Corporation, in Tokyo, Japan, where he was Executive Vice President and took the lead for Sony’s global sales and marketing strategies. Concurrently, he served as Chairman of the Board of Sony Electronics Inc. in the USA. Prior to these positions, Dick served as President and Chief Operating Officer of Sony Electronics Inc., where he guided the company’s evolution from the digital world to broadband by encouraging the creation of devices and services that enhanced consumer lifestyles, whilst developing new business-to-business solutions. Before this role, he was president of Sony’s Electronic Devices Marketing Group in Tokyo, where he was responsible for the sales and marketing of semiconductors, devices and components globally. Dick holds an M.B.A. from the Wharton School of Business and Finance in Philadelphia. He completed the Advanced Management Program at Harvard Business School in Cambridge, Massachusetts, in 1988. Born in Japan, Dick earned a B.S. degree in electrical engineering from Waseda University in Tokyo.
OVERVIEW OF PROFESSIONAL EXPERIENCE 7
1 Nov 2007 President, Sony Ericsson Mobile Communications 2006 – 2007 Director, Chairman, Sony Electronics Inc. 2005 – 2006 Executive Vice President, Corporate Executive, in charge of Electronics Marketing and Sales Strategies, Sony Corporation Inc. 2003 – 2006 Director, President and Chief Operating Officer, Sony Electronics Inc. 2002 – 2003 Corporate Vice President, Sony Corporation President, Electronic Devices Marketing Group, Sony Corporation 2001 – 2002 President, Electronic Devices Marketing Group, CNC Sony Corporation 1998 – 2001 President, Information Technology Company, Sony Electronics Inc. 1996 – 1998 Assigned to Sony Electronics Inc. (US subsidiary of Sony Corporation) President, Component Company, Sony Electronics Inc 1994 – 1996 Senior General Manager, Storage Division, Sony Corporation 1993 – 1994 Senior Vice President, Component Company, Sony Corporation President, Computer Systems & Peripherals Marketing Group 1998 – 1993 President, Peripheral Division, Components Marketing Group, Sony Corporation 1984 – 1988 President, Display Company, Sony Corporation of America 1982 – 1984 1969 1967 Senior Vice President, Consumer Video Marketing, Sony Corporation of America First assigned to Sony Corporation of America Joined Sony Corporation
Anders Runevad Executive Vice President and Sony Ericsson Mobile Communications , Member of the Board Sony Ericsson Mobile Communications. Anders Runevad was appointed Executive Vice President and Head of Sales of Sony Ericsson Mobile Communications in January 2007. He was appointed a member of the Sony Ericsson board at the same time. Prior to joining Sony Ericsson Anders held the position of President of Ericsson Brazil,
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based in Sao Paulo. In this role, which he held since 2004, he was responsible for Ericsson’s overall telecommunications infrastructure and service business in Brazil. Anders Runevad first joined Ericsson in 1984 as a Design Engineer and has over the years assumed roles in the areas of R&D, product management, marketing and sales. He has worked for Ericsson in Sweden, Singapore and the US, prior to his last assignment in Brazil. Anders is a native of Lund, Sweden, and received a Masters of Science Degree in Electrical Engineering from the University of Lund in 1984. He was born in 1960 and is married with two children. He resides in London, UK. January 2007 Sony Ericsson Mobile Communications serves the global communications market with innovative and feature-rich mobile phones, accessories and PC-cards. Established as a joint venture by Sony and Ericsson in 2001, with global corporate functions located in London, the company employs over 7,500 people worldwide, including R&D sites in Europe, Japan, China and the US. Sony Ericsson celebrated the 5th anniversary of the start of the joint venture on 1st October, 2006. For more information on Sony Ericsson, please visit Design At Sony Ericsson, design is about more than just a good-looking product: it's integrated into every step of the process – intelligent features, user-friendly applications, innovative
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materials and, of course, attractive visual appearance. Design is the essential differentiator when comparing mobile communications products.
A Sony Ericsson design can be defined as one that triggers all your senses, communicating to your rational intellect as well as your emotions. A focus on logical thinking ensures that usability is a key factor in design, while the innovative, explorative aspects appeal to the emotions. We aim to be always a half-step ahead of the consumer, so that they can relate to our ideas and be inspired by them.
Our Creative Design Centre has studios in Lund (Sweden), London, the USA, Asia and Japan where industrial designers work alongside human interface designers, colour and material designers and graphic designers.
Industrial designers develop the underlying shape of the product, while human interface designers choose graphical themes, icons and wallpaper for the screens. Colour and material designers work with the texture, materials and colours, and packaging and graphical material is created by graphic designers. The number of designers working on each project varies, but they are all part of a team that collaborates to break new ground in design.
Fashion, market and consumer trends are continuously monitored, along with product and technology trends, and they inspire, influence and are reflected in all elements of our
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design. From the birth of an idea until the launch of the product, designers participate all the way.
Awards of sony ericsson Sony Ericsson has received the following awards: Exceptional with music The W910i Walkman® phone was awarded Best Handset at the GSM Association’s 13th Global Mobile Awards 2008 for redefining "music on mobile". Launched in 2007, the W910i Walkman® phone is designed for entertainment, be it music, 3D games, video, or high-speed Web access. It’s also geared to let consumers choose their music just the way they want it. Applications such as Shake control enable them to flick the phone to control games or skip and shuffle between music tracks, while SenseMe™ lets them discover music to match their mood and tempo. The 1GB Memory Stick Micro™ provided in the box can hold over 900 songs due to its expandable memory. Sony Ericsson is very proud to receive such a prestigious award and is determined to keep on developing high-quality cutting-edge products. Corporate structure
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Sony Ericsson Mobile Communications is a global provider of mobile multimedia devices, including feature-rich phones, accessories and PC cards. The products combine powerful technology with innovative applications for mobile imaging, music, communications and entertainment. The net result is that Sony Ericsson is an enticing brand that creates compelling business opportunities for mobile operators and desirable, fun products for end users. Sony Ericsson Mobile Communications was established in 2001 by telecommunications leader Ericsson and consumer electronics powerhouse Sony Corporation. The company is owned equally by Ericsson and Sony and announced its first joint products in March 2002.
Sony Ericsson products have universal appeal and are different in the key areas of imaging, music, design and applications. The company has launched products that make best use of the major mobile communications technologies, such as the 2G and 3G platforms, while enhancing its offerings to entry level markets. Sony Ericsson undertakes product research, design and development, manufacturing, marketing, sales, distribution and customer services. Global management is based in London, and R&D is in Sweden, UK, France, Netherlands, India, Japan, China and the US. The management team is led by President Hideki Komiyama, a former senior executive of Sony Europe and one of the key players in the growth of Sony in Europe; and Executive Vice-President and Head of Sales Anders Runevad, the former President of Ericsson Brazil.
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Industry accolades As new products are introduced to end user acclaim, existing products continue to receive accolades and Sony Ericsson is today accepted as a world leader in design and innovation. The globally acclaimed T610 and later generations of the company’s product portfolio frequently win awards. The GSM Association voted the V800 as Best 3G Handset for 2004, a fully-featured phone made for Vodafone with the full range of mobile entertainment features and multi-directional camera, and the K750i received the TIPA Award 2005/2006 for ‘Best Mobile Imaging Device’, chosen by 31 leading European photography/imagining magazines and judged on quality, performance and value for money. In February 2007 the GSM Association presented Sony Ericsson with the ‘Best 3GSM Mobile Handset’ award for the K800 Cyber-shot phone. Innovation in partnership Sony Ericsson strives to be a cutting edge provider of applications, forging partnerships with developers and content providers. Strategic agreement with partners such as Sony BMG is one way in which the company is bringing the best and latest in entertainment content to its users. Sony Ericsson has also activated a global sponsorship deal with the Women’s Tennis Association Tour, which was renamed the Sony Ericsson WTA Tour in January 2005. The six-year title sponsorship is an unprecedented opportunity for Sony Ericsson to offer tennis fans new ways to experience the game through mobile technology, connectivity and content. In the mobile gaming market Sony Ericsson took the lead in 2004, being the first to launch Java 3D-enabled handsets, and is forging ahead to bring 3D gaming to a wider audience. 13
Mission Welcome to Sony Ericsson Mobile Communications
Sony Ericsson, a 50:50 joint venture of Sony Corporation and Telefonaktiebolaget LM Ericsson, was established in October 2001.
Our mission is to establish Sony Ericsson as the most attractive and innovative global brand in the mobile handset industry. Sony Ericsson's press room section contains recent press releases, the press release archive and the photo library with images of mobile phones and accessories. Sustainability Sony Ericsson's vision for a sustainable future encompasses conscious design, ethics, energy, recycling, health and community involvement. Jobs & careers Employing and retaining innovative people is the key to our success, and we provide the conditions you need to flourish. Find out how you can apply to join our valued team and advance your career.
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Press room Browse our latest press releases and image and video libraries, or search the archive. Sign up to receive new releases via email, and if you need more information, contact us
The Sony Ericsson K750I is one of the most successful Sony Ericsson Products. Sony Ericsson currently concentrates on the categories of music, cameras , business ( web and email) design all rounder and budget focused pones. Its four largest categories are : The walkman –branded W series music phones launched in 2005. The Sony Ericsson W-Series phones are notable for being the first music –centric series mobile phones prompting a whole new market for portable music that was developing at the time. Sony Ericsson walkman phones have previously been commercially endorsed by pop starts Christina Aguilera an Jason Kay across Europe. The Cyber –shot branded line phones, launched in 2006 in newer model of the K series phones. This range of phones are focused on the quality of camera included with the phone. Cyber –shot phones always include a flash some xenon flash and also include auto focus cameras. Sony Ericsson kicked off its global marketing campaign for cyber shot phone with the launch of “Never Miss a shot”. The campaign features top female tennis player Ana Ivanovic. The BRAVIA branded line phone launched in 2007 Japan market only. The UIQ smart phone range of mobile introduced with the P series in 2003 with the introduction of P800.
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Furthermore, Sony Ericsson always give their phones codenames when developing. Mainly to keep the information secret and to prevent leaks. All codename are girl names and some have been from the female players of the Sony Ericsson tennis tournament WTA.
Chapter - 2
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Objective of the study
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Primary objective :
? To find the brand awareness of SONY ERICSSON MOBILES. ? To evaluate consumer attitude towards the product.
Secondary objectives:
? To find the frequency of purchase of SONY ERICSSON MOBILES. ? To compare and analyze the consumer behavior of SONY ERICSSON MOBILES. ? Criteria that can help SONY ERICSSON MOBILES to serve better ? To elicit the image enjoyed by different brands in the minds of the consumer. ? To know the awareness of the SONY ERICSSON MOBILES among various brands.
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Scope of the study
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Problem area:
SONY ERICSSION is the India’s largest seller of mobiles. The company is known for its excellent quality. SONY ERICSSION is popular for it MOBILE products. Since the advertisement and campaigns for the product is less in Chennai, SONY ERICSSION wants to know how far they reached the ultimate consumers compared to the other brands of mobiles and consumers view about their products f on the basis of availability and promotions.
Scope of the study:
The scope of this study is to access and evaluate various aspects of the consumer’s awareness and their preferences to other brands in the market. The survey brings out where the company needs to concentrate and their present status and future potential. To arrive the strengthe and weakness of SONY ERICSSION To find out the criteria that can help SONY ERICSSION to server better.
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Limitations of the study
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Limitations:
? Time was an important limitations ? The respondents spent only little time and gave mostly vague answers ? Area selection was an important limitation. ? Sample size of 20 would not give actual positions of the brand in the whole market ? Convenient sampling method used.
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Company profile
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Company profile:
SONY ERICSSION
is a joint establishment in 2001 by the Japanese consumer company
electronics company Sony Corporation and Swedish telecommunication
Ericsson to make mobile phones. The stated reason for this venture is to combine Sony’s consumer electronic expertise with Ericsson’s technological leadership in the
communication sector. Both companies have stopped making their own mobile phones. The companies global management is based in Hammersmith. London, and its has research and development teams in Sweden, Japan , china, Germany the united states, India, Pakistan and United Kingdom.
While Sony Ericsson has been enjoying strong growth recently , its South Korean rival LG Electronics overtook it in Q1 2008 due to the company’s profits falling significantly by 43% to 133 million sale falling by 8% and market share dropping from 9.4% to 7.9% despite favorable conditions that the handset market is expected to grow 10% in 2008. the situation is getting worse as SONY ERICSSION announced another profit warning in June 2008 and saw et profits crash by 97% in Q2 2008, announcing that it would cut 2, 000 jobs, leading to wide fear that SONY ERICSSION is on the verge of d decline along with its struggling rival, Motorola.
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SONY ERICSSION has, as of July 18, 2008 approzimately 9, 4000 employees and 2, 500 contractors worldwide. The companies current President is a dof 1 November Hideki Komiyama, who has replace Miles Flint and the Corporate Executive Vice President is Anders Runevad.
Type Founded Head Quarters
Joint Venture 3 October 2001 Head Office : London, United Kingdom Incorporated : Sweden
Industry Products
Telecommunication Mobile Phones Mobile Music devices Wireless systems Wireless Voice devices Hi-Tech accessories Wireless data devices
Revenue Net Income Employees Parent
10, 959 million ( 2006) 997 million ( 2006) 9, 4000 ( as of July 2008) Sony Corporation ( 50 %)
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Ericsson AB ( 50%) Website www.sonyericsson.com
Chapter - 3
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Research Methodology
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Research Methodology
Research methodology
is a way to systematically solve
the research problem. It
specifies the approach, the researcher intends to use with respects to proposes steady scientifically.
The scope of research methodology is wider than that of research methods, thus we talk of the research methodology, we use the context of our research study and explain why we are using a particular methods or technique any why we are not using others so that research results are capable of being evaluated either by the researcher himself or by others.
Market research is the collection and interpretation of facts that helps the marketing management to get products more efficiently and there is no exception to this rule. A descriptive approach and attention to minor details would ensure that the resultant approach data will be of high quality and that the final report give the real insight into the purpose for which this research is done.
Research design:
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‘A Research design is simply the frame work or plan for a study is used to guide in collecting and analyzing the data. It is a blue print that is followed in completing a study”
A research design is a plan. Structure and strategy of investigation conceived so as to obtain answers to research questions and to control variance.
The plan is an outline of the research scheme on which the researcher is to work. The structure of the research is a more specific outline of the scheme and the strategy shows how the research will be carried out, specifying the methods to be used in collection and analysis of data.
A research design is the specification of methods and procedure for accuquiring the information needed. It’s the overall operational pattern or framework of the project that stipulate what information is to be calculated from which sources by what procedures. The research involves the following steps:
Type of research design: Exploratory design Descriptive design Casual design
are the methods used in this study
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Defining the problem and research objectives
Develop the research plan
Collect the information
Analyze the information
Present the findings
Make the decision
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The type of research design selected for this project is descriptive design, which is based on structured questionnaire.
A descriptive study is undertaken in many circumstances when the researcher is interested in knowing the characteristics of certain groups such as age, sex, income, occupation a descriptive study may be necessary. When a descriptive study could betaken up or when they are interested in knowing the proportion of people in a given population who have behaved in a particular manner, making projection of a certain thing or determining the relationship between two or more variables.
Descriptive research methods will be applicable to existing problems. Here the company know the problem, the main problem is to increase the sales, it is related to consumer behavior of the peoples and then only it will be easy to target to the peoples.
Research Instrument used:
The questionnaire is the main tool of the data collection for the study meticulous planning had been done while framing the questionnaire in order to avaoid bias and to bring out complete and accurate information on the basis of research objectives. Apart from this fact the tool is also accordance with research design. After careful consideration pattern, sequence, wording, no. of questions etc, the draft was prepared with 15 questions with a combination of open-ended and closed-ended questions.
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Questionnaire design:
Questionnaire is used as a structure, standardized format for data collection. The topic was such that a questionnaire was required to get true information the data required was mainly objective type.
Sampling methods:
The sampling method used for this project is convenience sampling. The feedback respondents are analyzed using various statistical tools in order to determine the brand awareness of SONY ERICSSON MOBILES. The information, findings and
recommendations where presented to the sale manager of SONY MOBILES. The study was conducted with a sample of 20 consumers of SONY MOBILES product. The respondent was interviewed on the basis of a structured questionnaire.
Sampling area:
In the present study the sampling unit is chosen on the basis of the customer who were using the SONY MOBILES in Chennai.
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Sample size :
20 customers were selected through convenience sampling techniques.
Data collection method
Primary data:
Primary data are collected by the researcher. The primary data are those which are collected for the first time and thus happens original in character. The required data for the present study was collected through questionnaires. Completed questionnaires are reviewed on the regular basis as the research basis as the research study progresses to ensure that the recorded response is clear, complete and legible.
Secondary data:
A research for the secondary data generally follows the statement of objectives. Secondary information is any dta originally generated for the same purpose other than the present research objectives. Secondary research finding sometimes provide sufficient insight point the problem at hand to eliminate the need for primary research.
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The secondary data are those which are already been collected by someone else and which have been already passed through statistical process.
The required secondary data for the present study was collected through company records magazines, news papers, journals and internet.
Data analysis:
The collected data was analyzed using percentage, chi-square test and withed average method. In the tables. Various attributes are divided, categorized and expressed along with percentages so as to be easy for analysis. Various bar diagram in both vertical and horizontal manner are drawn parallel to each other in different length depending upon the responses in various question from which we can comparatively note the deviation in the diagram. Various pie charts are also drawn to support the analysis.
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Chapter – 4
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PRE_TEST
Pilot test:
A pilot test was conducted to find out the feasibility of the questionnaire. Samples of 10 respondent were selected and the questionnaire was administrated to them. Any modification the researcher felt an essential was carried out so as to make the questionnaire easily understandable.
Preparation of the report:
In both quantitative and qualitative research the report includes
a brief executive
summary of the finding, depending on the assignment from marketing management. The research may or may not include a full description of the methodology used for quantitative research, also includes tables and graphics to support the findings. A sample of the questionnaire is usually included in the appendix to enable management to evaluat the objective of the findings.
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Table NO 1
SONY ERICSSON MOBILE BUYERS
Products models J110i 810i 580 i Others Total
No. of respondents 6 7 6 1 20
Percentage of respondents 30% 35% 30% 5% 100 %
Inference :
The inference drawn from the above table show that 30 % of the respondents useJ110 i model, 35 % of the respondents use 810 i model,. 30% of the respondent use 580i and other use 5% of the models.
Chart No. 1
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Graphic representation on SONY ERICSSON MOBILE BUYERS
Sony Ericsson mobile buyers
8 7 No. of respondent s 6 5 4 3 2 1 0 J110i 810i 580 i Others products models 30% 35% 30% 1 5% No. of respondents Percentage of respondents 6
7 6
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Table NO 2 Purpose of use
Attributes Good Model Price Features Others Total
No. of respondents 7 6 4 3 20
Percentage of respondents 35% 30% 20% 15% 100%
Inference: The above table shows that 35 % of the respondents prefer good model, 30 % prefer a mobile model because of their price, 20% of the respondents because of the features in the mobile and other 15 % because of the other purpose in uses.
Chart NO 2 Graphic representation based on Purpose of use
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Purpose of the use
7 6 5 4 3 2 1 0 35% Good Model 30% Price 20% Features 15% Others 4 3 No. of respondents Percentage of respondents 7 6
attributes
Table NO 3 40
Features of satisfaction Attributes Price Quality Model Others Total No. of respondents 7 5 7 1 20 Percentage of respondents 35% 25% 35% 5% 100 %
Inference :
The above table shows that 35% of the respondents are satisfied with the price and model and 25 % of the respondents are satisfied with the quality and 5 % of the respondents are satisfied with others.
Chart NO. 3 Graphic representation on Features of satisfaction
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No. of respondents
No. of respondents, 1
No. of respondents, 7 Price No. of respondents, 7 Quality Model Others
No. of respondents, 5
Table NO 4 Awareness of SONY ERICSSON MOBILES
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Option Yes No Total
No. of respondents 13 7 20
Percentage of respondents 65% 35% 100 %
Inference :
The above table show that 65% of the respondents are aware of the sony ericssion Mobiles and 35 % of the respondents were not aware of the Sony mobiles.
Chart No. 4
Graphic representation on owareness of SONY ERICSSON MOBILES
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Awareness of sony ericssion mobiles
14 12 no. of respondents 10 8 6 4 2 0 No. of respondents options Percentage of respondents 65% 35% 7 Yes No 13
Table NO 5 Reason for not using SONY ERICSSON MOBILE
Attributes
No. of respondents
Percentage of respondents
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No Awareness No there brands Not available Others Total
3 2 0 15 20
15% 10% 0% 75% 100 %
Inference :
The above table shows that 75 % of the respondents are using other types of mobiles.
Chart No .5
Grapic represesentation _ reason for not using sony ericsson mobiles
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Reason for not using sony ericsson models
16 14 12 10 no. of respondents 8 6 4 2 0 15% No Aw areness 3 2 10% 0 0% Not available attributes
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No. of respondents Percentage of respondents 75%
Table NO 6
Satisfaction about SONY ERICSSON MOBILE
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Attributes Highly Satisfied Satisfied Not satisfied Partially satisfied Total
No. of respondents 8 6 3 3 20
Percentage of respondents 40% 30% 15% 15% 100 %
Inference :
The above table shows that 40% of the respondents are partially satisfied only 30% of te respondents are highly satisfied.
Chart No. 6
Graphic representation about the satisfaction nof sony ericssion mobiles
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Satisfaction about sony mobiles
3
8 3
Highly Satisfied Satisfied Not satisfied Partially satisfied
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Chapter - 5
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Summary of finding
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Findings
Findings
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? 35% use SONY MOBILES because of their purpose of good model ? 35 % of the respondents are satisfied with the price ? 15% of the respondents are not aware about SONY ERICSSON mobiles. ? 15 % of the respondents are partially SONY MOBILES .
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Suggestions
Suggestions
? The quantity of the product can be increased for better customer response. ? Discounts and offers can be introduced for increase in sales volume.
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? Distribution of pamphlets about the product through super markets, provision stores etc., ? Advertisement should be increased ? Cost minimization is necessary. ? More concentration must be given against other competitors.
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Recommendations
Recommendations:
? The frequency of advertisement can be increased
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? The quantity of the product can be increased for better customer response ? Discounts and offers can be introduced for the increase in sale volumes ? Compare with other mobiles the battery charge capacity level is low. So they increase the battery capacity level. ? Increase in the memory and OS level ? The sound effect also can be increased. ? The picture clearness also changes the mobiles.
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Bibliography
Referred books:
1. Philip Kotler, Marketing management . eleventh edition, Pearson Education
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2. R.S.N. Pillai and Bagavathi, Modern marketing principles and Practices., Second Edition , S.chand and Company Ltd, New Delhi.
P.R. Vittal and V. Malini, Statistical and Numerical Methods, First Edition, Margam Publications, Chennai.
Web sites:
www.google.com www.sonymobiles.com
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Questionnaire
BRAND AWARNESS OF SONY ERICSSON
PERSONNEL INFORMATION
1. Name
: 59
2. Age 3. Sex 4. Annual Income
: : :
Questions
5. Which mobile model do you buy?
(i) J110i
(2) 810i
(3) 510i
(4) others specify
6. For what purpose do you use this mobile ?
1. Good model
2. Price
3. Featurs
4. other specify
7. What are the features of satisfaction of your brand?
1. Price
2. Quality
3. Design
4. Others
8. Are you aware of sony mobiles
1. Yes
2 . No
9. Did you try the product ?
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1. Yes
2. No
10. If someone request, will you try this product?
1. Yes
2. No
11. If no, why haven’t you tried it?
1. No proper answer 2. does not like to shift the brand 4. other specifies
3. non availability
12. If yes your place of purchase
1. mobile shops outlets
2. departmental store 3. show rooms
4. exclusive r
13.What do you feel about sony ericsson mobiles
1. highly satisfied satisfied
2. satisfied
3. Not satisfied
4.
partially
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14. From the above ranking in what way sony ericsson mobiles differs from the other products.
1. Awareness 2. Prince
3. Model
4. quality
15. Of sony mobiles is not available in your retail shop then what you will do
1. try another product 2. go to another product
3. postpone your purchase
16. Your feed back/ suggestions about your product
___________________________________________________
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doc_508664629.doc
Brand Awareness is the extent to which a brand is recognized by potential customers, and is correctly associated with a particular product. Expressed usually as a percentage of target market, brand awareness is the primary goal of advertising in the early months or years of a product's introduction.
List of tables
S.No 1 2 3 4 5 6
Particulars Sony Ericsson mobile buyers Purpose of use Features of Satisfaction Awareness of sony ericsson mobiles Reason for not using sony Ericsson mobiles Satisfaction about sony ericsson mobiles
1
List of charts
S.No 1 2 3 4 5 6
Particulars Sony Ericsson mobile buyers Purpose of use Features of Satisfaction Awareness of sony ericsson mobiles Reason for not using sony Ericsson mobiles Satisfaction about sony ericsson mobiles
2
Chapter – 1
3
Introduction
INTRODUCTION :
The project market research is conducted primarily to enhance the company with information about the level of brand awareness for the product SONT ERICSSION MOBILES from the customers. The objective of the study is to create awareness of the product among the general public. To study the usage and the factor that influences the people to buy Ericssion mobiles.
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Profile of the study area
Chennai, formerly called Madras, has been present since times immemorial. Whatever is known about the capital city of Tamil Nadu, presently serves as the history of the modern city. Originally Chennai was a cluster of villages, perched amidst paddy fields, bordered by palm trees. The Pallavas, the Cholas, the Pandyas and the Vijaynagar Empire, all the popular dynasties of South India, have had an influence over the city. The origin of the metropolitan city started in 1639, when Francis Day and Andrew Cogan, two merchants of the East India Company, started a factory-cum-trading post here.
A settlement was built to serve as the control centre and it was completed on 23 Apr' 1640, St George's Day and was named as St George's Fort. The native town, officially called George Town, was established outside the ramparts of the Fort. George Town had several crowded lanes and each lane dealt in special trade, serving the British colonists. The Colonial decree made connections with the villages, together with the settlement at San Thome that was established by the Portuguese in the 16th century.
The 7th century Pallava Port, Kapalesvara Temple and Parthasarathi Temple are standing testimony to the fact that Chennai had been present since ages. In 1746, Chennai, along with Fort St George, came under the sway of the French, who ransacked the town and the nearby villages. The British again got command over Chennai in 1749, attributable to the Treaty of Aix-la-Chappell. They fortified the area so that this time no pirate could
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conquer it. By the late 18th century, they were able to overpower most of the region around Tamil Nadu, Andhra Pradesh and Karnataka and founded the Madras Presidency.
During the British rule, Chennai went under drastic changes, to become a prominent city, with strong naval base. With the introduction of railways in the late 19th century, Chennai got linked with other important cities like Mumbai and Kolkata. Facilities of trade and communication in the city boosted, connecting it with the hinterland too. Chennai was the only city of India that was attacked during the World War.
When India became independent in 1947, Chennai city was declared as the capital of Madras State, which was later renamed as Tamil Nadu in 1968. In 1997, the Government of Tamil Nadu officially changed the name of Madras to Chennai. However, it is the colonial rule which developed Chennai into a major commercial center. In the present day, George Town houses most of the pioneer business headquarters, while the State Government has its nerve centre in the Fort St George.
SONY ERICSSON - HISTORY OF THE COMPANY Biography of Hideki (Dick) Komiyama Hideki (Dick) Komiyama became President of Sony Ericsson Mobile Communications on 1 November 2007 and is based at the company’s offices in London, UK. In his first few months at Sony Ericsson Dick has travelled extensively and visited the company’s
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main sites and offices around the world, and met operator customers and members of the media. During the February 2008 Mobile World Congress in Barcelona he accepted the ‘Best Handset’ award for the W910 WALKMAN® music phone on behalf of the company. Dick joined Sony Ericsson from Sony Corporation, in Tokyo, Japan, where he was Executive Vice President and took the lead for Sony’s global sales and marketing strategies. Concurrently, he served as Chairman of the Board of Sony Electronics Inc. in the USA. Prior to these positions, Dick served as President and Chief Operating Officer of Sony Electronics Inc., where he guided the company’s evolution from the digital world to broadband by encouraging the creation of devices and services that enhanced consumer lifestyles, whilst developing new business-to-business solutions. Before this role, he was president of Sony’s Electronic Devices Marketing Group in Tokyo, where he was responsible for the sales and marketing of semiconductors, devices and components globally. Dick holds an M.B.A. from the Wharton School of Business and Finance in Philadelphia. He completed the Advanced Management Program at Harvard Business School in Cambridge, Massachusetts, in 1988. Born in Japan, Dick earned a B.S. degree in electrical engineering from Waseda University in Tokyo.
OVERVIEW OF PROFESSIONAL EXPERIENCE 7
1 Nov 2007 President, Sony Ericsson Mobile Communications 2006 – 2007 Director, Chairman, Sony Electronics Inc. 2005 – 2006 Executive Vice President, Corporate Executive, in charge of Electronics Marketing and Sales Strategies, Sony Corporation Inc. 2003 – 2006 Director, President and Chief Operating Officer, Sony Electronics Inc. 2002 – 2003 Corporate Vice President, Sony Corporation President, Electronic Devices Marketing Group, Sony Corporation 2001 – 2002 President, Electronic Devices Marketing Group, CNC Sony Corporation 1998 – 2001 President, Information Technology Company, Sony Electronics Inc. 1996 – 1998 Assigned to Sony Electronics Inc. (US subsidiary of Sony Corporation) President, Component Company, Sony Electronics Inc 1994 – 1996 Senior General Manager, Storage Division, Sony Corporation 1993 – 1994 Senior Vice President, Component Company, Sony Corporation President, Computer Systems & Peripherals Marketing Group 1998 – 1993 President, Peripheral Division, Components Marketing Group, Sony Corporation 1984 – 1988 President, Display Company, Sony Corporation of America 1982 – 1984 1969 1967 Senior Vice President, Consumer Video Marketing, Sony Corporation of America First assigned to Sony Corporation of America Joined Sony Corporation
Anders Runevad Executive Vice President and Sony Ericsson Mobile Communications , Member of the Board Sony Ericsson Mobile Communications. Anders Runevad was appointed Executive Vice President and Head of Sales of Sony Ericsson Mobile Communications in January 2007. He was appointed a member of the Sony Ericsson board at the same time. Prior to joining Sony Ericsson Anders held the position of President of Ericsson Brazil,
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based in Sao Paulo. In this role, which he held since 2004, he was responsible for Ericsson’s overall telecommunications infrastructure and service business in Brazil. Anders Runevad first joined Ericsson in 1984 as a Design Engineer and has over the years assumed roles in the areas of R&D, product management, marketing and sales. He has worked for Ericsson in Sweden, Singapore and the US, prior to his last assignment in Brazil. Anders is a native of Lund, Sweden, and received a Masters of Science Degree in Electrical Engineering from the University of Lund in 1984. He was born in 1960 and is married with two children. He resides in London, UK. January 2007 Sony Ericsson Mobile Communications serves the global communications market with innovative and feature-rich mobile phones, accessories and PC-cards. Established as a joint venture by Sony and Ericsson in 2001, with global corporate functions located in London, the company employs over 7,500 people worldwide, including R&D sites in Europe, Japan, China and the US. Sony Ericsson celebrated the 5th anniversary of the start of the joint venture on 1st October, 2006. For more information on Sony Ericsson, please visit Design At Sony Ericsson, design is about more than just a good-looking product: it's integrated into every step of the process – intelligent features, user-friendly applications, innovative
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materials and, of course, attractive visual appearance. Design is the essential differentiator when comparing mobile communications products.
A Sony Ericsson design can be defined as one that triggers all your senses, communicating to your rational intellect as well as your emotions. A focus on logical thinking ensures that usability is a key factor in design, while the innovative, explorative aspects appeal to the emotions. We aim to be always a half-step ahead of the consumer, so that they can relate to our ideas and be inspired by them.
Our Creative Design Centre has studios in Lund (Sweden), London, the USA, Asia and Japan where industrial designers work alongside human interface designers, colour and material designers and graphic designers.
Industrial designers develop the underlying shape of the product, while human interface designers choose graphical themes, icons and wallpaper for the screens. Colour and material designers work with the texture, materials and colours, and packaging and graphical material is created by graphic designers. The number of designers working on each project varies, but they are all part of a team that collaborates to break new ground in design.
Fashion, market and consumer trends are continuously monitored, along with product and technology trends, and they inspire, influence and are reflected in all elements of our
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design. From the birth of an idea until the launch of the product, designers participate all the way.
Awards of sony ericsson Sony Ericsson has received the following awards: Exceptional with music The W910i Walkman® phone was awarded Best Handset at the GSM Association’s 13th Global Mobile Awards 2008 for redefining "music on mobile". Launched in 2007, the W910i Walkman® phone is designed for entertainment, be it music, 3D games, video, or high-speed Web access. It’s also geared to let consumers choose their music just the way they want it. Applications such as Shake control enable them to flick the phone to control games or skip and shuffle between music tracks, while SenseMe™ lets them discover music to match their mood and tempo. The 1GB Memory Stick Micro™ provided in the box can hold over 900 songs due to its expandable memory. Sony Ericsson is very proud to receive such a prestigious award and is determined to keep on developing high-quality cutting-edge products. Corporate structure
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Sony Ericsson Mobile Communications is a global provider of mobile multimedia devices, including feature-rich phones, accessories and PC cards. The products combine powerful technology with innovative applications for mobile imaging, music, communications and entertainment. The net result is that Sony Ericsson is an enticing brand that creates compelling business opportunities for mobile operators and desirable, fun products for end users. Sony Ericsson Mobile Communications was established in 2001 by telecommunications leader Ericsson and consumer electronics powerhouse Sony Corporation. The company is owned equally by Ericsson and Sony and announced its first joint products in March 2002.
Sony Ericsson products have universal appeal and are different in the key areas of imaging, music, design and applications. The company has launched products that make best use of the major mobile communications technologies, such as the 2G and 3G platforms, while enhancing its offerings to entry level markets. Sony Ericsson undertakes product research, design and development, manufacturing, marketing, sales, distribution and customer services. Global management is based in London, and R&D is in Sweden, UK, France, Netherlands, India, Japan, China and the US. The management team is led by President Hideki Komiyama, a former senior executive of Sony Europe and one of the key players in the growth of Sony in Europe; and Executive Vice-President and Head of Sales Anders Runevad, the former President of Ericsson Brazil.
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Industry accolades As new products are introduced to end user acclaim, existing products continue to receive accolades and Sony Ericsson is today accepted as a world leader in design and innovation. The globally acclaimed T610 and later generations of the company’s product portfolio frequently win awards. The GSM Association voted the V800 as Best 3G Handset for 2004, a fully-featured phone made for Vodafone with the full range of mobile entertainment features and multi-directional camera, and the K750i received the TIPA Award 2005/2006 for ‘Best Mobile Imaging Device’, chosen by 31 leading European photography/imagining magazines and judged on quality, performance and value for money. In February 2007 the GSM Association presented Sony Ericsson with the ‘Best 3GSM Mobile Handset’ award for the K800 Cyber-shot phone. Innovation in partnership Sony Ericsson strives to be a cutting edge provider of applications, forging partnerships with developers and content providers. Strategic agreement with partners such as Sony BMG is one way in which the company is bringing the best and latest in entertainment content to its users. Sony Ericsson has also activated a global sponsorship deal with the Women’s Tennis Association Tour, which was renamed the Sony Ericsson WTA Tour in January 2005. The six-year title sponsorship is an unprecedented opportunity for Sony Ericsson to offer tennis fans new ways to experience the game through mobile technology, connectivity and content. In the mobile gaming market Sony Ericsson took the lead in 2004, being the first to launch Java 3D-enabled handsets, and is forging ahead to bring 3D gaming to a wider audience. 13
Mission Welcome to Sony Ericsson Mobile Communications
Sony Ericsson, a 50:50 joint venture of Sony Corporation and Telefonaktiebolaget LM Ericsson, was established in October 2001.
Our mission is to establish Sony Ericsson as the most attractive and innovative global brand in the mobile handset industry. Sony Ericsson's press room section contains recent press releases, the press release archive and the photo library with images of mobile phones and accessories. Sustainability Sony Ericsson's vision for a sustainable future encompasses conscious design, ethics, energy, recycling, health and community involvement. Jobs & careers Employing and retaining innovative people is the key to our success, and we provide the conditions you need to flourish. Find out how you can apply to join our valued team and advance your career.
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Press room Browse our latest press releases and image and video libraries, or search the archive. Sign up to receive new releases via email, and if you need more information, contact us
The Sony Ericsson K750I is one of the most successful Sony Ericsson Products. Sony Ericsson currently concentrates on the categories of music, cameras , business ( web and email) design all rounder and budget focused pones. Its four largest categories are : The walkman –branded W series music phones launched in 2005. The Sony Ericsson W-Series phones are notable for being the first music –centric series mobile phones prompting a whole new market for portable music that was developing at the time. Sony Ericsson walkman phones have previously been commercially endorsed by pop starts Christina Aguilera an Jason Kay across Europe. The Cyber –shot branded line phones, launched in 2006 in newer model of the K series phones. This range of phones are focused on the quality of camera included with the phone. Cyber –shot phones always include a flash some xenon flash and also include auto focus cameras. Sony Ericsson kicked off its global marketing campaign for cyber shot phone with the launch of “Never Miss a shot”. The campaign features top female tennis player Ana Ivanovic. The BRAVIA branded line phone launched in 2007 Japan market only. The UIQ smart phone range of mobile introduced with the P series in 2003 with the introduction of P800.
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Furthermore, Sony Ericsson always give their phones codenames when developing. Mainly to keep the information secret and to prevent leaks. All codename are girl names and some have been from the female players of the Sony Ericsson tennis tournament WTA.
Chapter - 2
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Objective of the study
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Primary objective :
? To find the brand awareness of SONY ERICSSON MOBILES. ? To evaluate consumer attitude towards the product.
Secondary objectives:
? To find the frequency of purchase of SONY ERICSSON MOBILES. ? To compare and analyze the consumer behavior of SONY ERICSSON MOBILES. ? Criteria that can help SONY ERICSSON MOBILES to serve better ? To elicit the image enjoyed by different brands in the minds of the consumer. ? To know the awareness of the SONY ERICSSON MOBILES among various brands.
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Scope of the study
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Problem area:
SONY ERICSSION is the India’s largest seller of mobiles. The company is known for its excellent quality. SONY ERICSSION is popular for it MOBILE products. Since the advertisement and campaigns for the product is less in Chennai, SONY ERICSSION wants to know how far they reached the ultimate consumers compared to the other brands of mobiles and consumers view about their products f on the basis of availability and promotions.
Scope of the study:
The scope of this study is to access and evaluate various aspects of the consumer’s awareness and their preferences to other brands in the market. The survey brings out where the company needs to concentrate and their present status and future potential. To arrive the strengthe and weakness of SONY ERICSSION To find out the criteria that can help SONY ERICSSION to server better.
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Limitations of the study
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Limitations:
? Time was an important limitations ? The respondents spent only little time and gave mostly vague answers ? Area selection was an important limitation. ? Sample size of 20 would not give actual positions of the brand in the whole market ? Convenient sampling method used.
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Company profile
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Company profile:
SONY ERICSSION
is a joint establishment in 2001 by the Japanese consumer company
electronics company Sony Corporation and Swedish telecommunication
Ericsson to make mobile phones. The stated reason for this venture is to combine Sony’s consumer electronic expertise with Ericsson’s technological leadership in the
communication sector. Both companies have stopped making their own mobile phones. The companies global management is based in Hammersmith. London, and its has research and development teams in Sweden, Japan , china, Germany the united states, India, Pakistan and United Kingdom.
While Sony Ericsson has been enjoying strong growth recently , its South Korean rival LG Electronics overtook it in Q1 2008 due to the company’s profits falling significantly by 43% to 133 million sale falling by 8% and market share dropping from 9.4% to 7.9% despite favorable conditions that the handset market is expected to grow 10% in 2008. the situation is getting worse as SONY ERICSSION announced another profit warning in June 2008 and saw et profits crash by 97% in Q2 2008, announcing that it would cut 2, 000 jobs, leading to wide fear that SONY ERICSSION is on the verge of d decline along with its struggling rival, Motorola.
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SONY ERICSSION has, as of July 18, 2008 approzimately 9, 4000 employees and 2, 500 contractors worldwide. The companies current President is a dof 1 November Hideki Komiyama, who has replace Miles Flint and the Corporate Executive Vice President is Anders Runevad.
Type Founded Head Quarters
Joint Venture 3 October 2001 Head Office : London, United Kingdom Incorporated : Sweden
Industry Products
Telecommunication Mobile Phones Mobile Music devices Wireless systems Wireless Voice devices Hi-Tech accessories Wireless data devices
Revenue Net Income Employees Parent
10, 959 million ( 2006) 997 million ( 2006) 9, 4000 ( as of July 2008) Sony Corporation ( 50 %)
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Ericsson AB ( 50%) Website www.sonyericsson.com
Chapter - 3
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Research Methodology
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Research Methodology
Research methodology
is a way to systematically solve
the research problem. It
specifies the approach, the researcher intends to use with respects to proposes steady scientifically.
The scope of research methodology is wider than that of research methods, thus we talk of the research methodology, we use the context of our research study and explain why we are using a particular methods or technique any why we are not using others so that research results are capable of being evaluated either by the researcher himself or by others.
Market research is the collection and interpretation of facts that helps the marketing management to get products more efficiently and there is no exception to this rule. A descriptive approach and attention to minor details would ensure that the resultant approach data will be of high quality and that the final report give the real insight into the purpose for which this research is done.
Research design:
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‘A Research design is simply the frame work or plan for a study is used to guide in collecting and analyzing the data. It is a blue print that is followed in completing a study”
A research design is a plan. Structure and strategy of investigation conceived so as to obtain answers to research questions and to control variance.
The plan is an outline of the research scheme on which the researcher is to work. The structure of the research is a more specific outline of the scheme and the strategy shows how the research will be carried out, specifying the methods to be used in collection and analysis of data.
A research design is the specification of methods and procedure for accuquiring the information needed. It’s the overall operational pattern or framework of the project that stipulate what information is to be calculated from which sources by what procedures. The research involves the following steps:
Type of research design: Exploratory design Descriptive design Casual design
are the methods used in this study
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Defining the problem and research objectives
Develop the research plan
Collect the information
Analyze the information
Present the findings
Make the decision
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The type of research design selected for this project is descriptive design, which is based on structured questionnaire.
A descriptive study is undertaken in many circumstances when the researcher is interested in knowing the characteristics of certain groups such as age, sex, income, occupation a descriptive study may be necessary. When a descriptive study could betaken up or when they are interested in knowing the proportion of people in a given population who have behaved in a particular manner, making projection of a certain thing or determining the relationship between two or more variables.
Descriptive research methods will be applicable to existing problems. Here the company know the problem, the main problem is to increase the sales, it is related to consumer behavior of the peoples and then only it will be easy to target to the peoples.
Research Instrument used:
The questionnaire is the main tool of the data collection for the study meticulous planning had been done while framing the questionnaire in order to avaoid bias and to bring out complete and accurate information on the basis of research objectives. Apart from this fact the tool is also accordance with research design. After careful consideration pattern, sequence, wording, no. of questions etc, the draft was prepared with 15 questions with a combination of open-ended and closed-ended questions.
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Questionnaire design:
Questionnaire is used as a structure, standardized format for data collection. The topic was such that a questionnaire was required to get true information the data required was mainly objective type.
Sampling methods:
The sampling method used for this project is convenience sampling. The feedback respondents are analyzed using various statistical tools in order to determine the brand awareness of SONY ERICSSON MOBILES. The information, findings and
recommendations where presented to the sale manager of SONY MOBILES. The study was conducted with a sample of 20 consumers of SONY MOBILES product. The respondent was interviewed on the basis of a structured questionnaire.
Sampling area:
In the present study the sampling unit is chosen on the basis of the customer who were using the SONY MOBILES in Chennai.
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Sample size :
20 customers were selected through convenience sampling techniques.
Data collection method
Primary data:
Primary data are collected by the researcher. The primary data are those which are collected for the first time and thus happens original in character. The required data for the present study was collected through questionnaires. Completed questionnaires are reviewed on the regular basis as the research basis as the research study progresses to ensure that the recorded response is clear, complete and legible.
Secondary data:
A research for the secondary data generally follows the statement of objectives. Secondary information is any dta originally generated for the same purpose other than the present research objectives. Secondary research finding sometimes provide sufficient insight point the problem at hand to eliminate the need for primary research.
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The secondary data are those which are already been collected by someone else and which have been already passed through statistical process.
The required secondary data for the present study was collected through company records magazines, news papers, journals and internet.
Data analysis:
The collected data was analyzed using percentage, chi-square test and withed average method. In the tables. Various attributes are divided, categorized and expressed along with percentages so as to be easy for analysis. Various bar diagram in both vertical and horizontal manner are drawn parallel to each other in different length depending upon the responses in various question from which we can comparatively note the deviation in the diagram. Various pie charts are also drawn to support the analysis.
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Chapter – 4
35
PRE_TEST
Pilot test:
A pilot test was conducted to find out the feasibility of the questionnaire. Samples of 10 respondent were selected and the questionnaire was administrated to them. Any modification the researcher felt an essential was carried out so as to make the questionnaire easily understandable.
Preparation of the report:
In both quantitative and qualitative research the report includes
a brief executive
summary of the finding, depending on the assignment from marketing management. The research may or may not include a full description of the methodology used for quantitative research, also includes tables and graphics to support the findings. A sample of the questionnaire is usually included in the appendix to enable management to evaluat the objective of the findings.
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Table NO 1
SONY ERICSSON MOBILE BUYERS
Products models J110i 810i 580 i Others Total
No. of respondents 6 7 6 1 20
Percentage of respondents 30% 35% 30% 5% 100 %
Inference :
The inference drawn from the above table show that 30 % of the respondents useJ110 i model, 35 % of the respondents use 810 i model,. 30% of the respondent use 580i and other use 5% of the models.
Chart No. 1
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Graphic representation on SONY ERICSSON MOBILE BUYERS
Sony Ericsson mobile buyers
8 7 No. of respondent s 6 5 4 3 2 1 0 J110i 810i 580 i Others products models 30% 35% 30% 1 5% No. of respondents Percentage of respondents 6
7 6
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Table NO 2 Purpose of use
Attributes Good Model Price Features Others Total
No. of respondents 7 6 4 3 20
Percentage of respondents 35% 30% 20% 15% 100%
Inference: The above table shows that 35 % of the respondents prefer good model, 30 % prefer a mobile model because of their price, 20% of the respondents because of the features in the mobile and other 15 % because of the other purpose in uses.
Chart NO 2 Graphic representation based on Purpose of use
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Purpose of the use
7 6 5 4 3 2 1 0 35% Good Model 30% Price 20% Features 15% Others 4 3 No. of respondents Percentage of respondents 7 6
attributes
Table NO 3 40
Features of satisfaction Attributes Price Quality Model Others Total No. of respondents 7 5 7 1 20 Percentage of respondents 35% 25% 35% 5% 100 %
Inference :
The above table shows that 35% of the respondents are satisfied with the price and model and 25 % of the respondents are satisfied with the quality and 5 % of the respondents are satisfied with others.
Chart NO. 3 Graphic representation on Features of satisfaction
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No. of respondents
No. of respondents, 1
No. of respondents, 7 Price No. of respondents, 7 Quality Model Others
No. of respondents, 5
Table NO 4 Awareness of SONY ERICSSON MOBILES
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Option Yes No Total
No. of respondents 13 7 20
Percentage of respondents 65% 35% 100 %
Inference :
The above table show that 65% of the respondents are aware of the sony ericssion Mobiles and 35 % of the respondents were not aware of the Sony mobiles.
Chart No. 4
Graphic representation on owareness of SONY ERICSSON MOBILES
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Awareness of sony ericssion mobiles
14 12 no. of respondents 10 8 6 4 2 0 No. of respondents options Percentage of respondents 65% 35% 7 Yes No 13
Table NO 5 Reason for not using SONY ERICSSON MOBILE
Attributes
No. of respondents
Percentage of respondents
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No Awareness No there brands Not available Others Total
3 2 0 15 20
15% 10% 0% 75% 100 %
Inference :
The above table shows that 75 % of the respondents are using other types of mobiles.
Chart No .5
Grapic represesentation _ reason for not using sony ericsson mobiles
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Reason for not using sony ericsson models
16 14 12 10 no. of respondents 8 6 4 2 0 15% No Aw areness 3 2 10% 0 0% Not available attributes
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No. of respondents Percentage of respondents 75%
Table NO 6
Satisfaction about SONY ERICSSON MOBILE
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Attributes Highly Satisfied Satisfied Not satisfied Partially satisfied Total
No. of respondents 8 6 3 3 20
Percentage of respondents 40% 30% 15% 15% 100 %
Inference :
The above table shows that 40% of the respondents are partially satisfied only 30% of te respondents are highly satisfied.
Chart No. 6
Graphic representation about the satisfaction nof sony ericssion mobiles
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Satisfaction about sony mobiles
3
8 3
Highly Satisfied Satisfied Not satisfied Partially satisfied
6
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Chapter - 5
49
Summary of finding
50
Findings
Findings
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? 35% use SONY MOBILES because of their purpose of good model ? 35 % of the respondents are satisfied with the price ? 15% of the respondents are not aware about SONY ERICSSON mobiles. ? 15 % of the respondents are partially SONY MOBILES .
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Suggestions
Suggestions
? The quantity of the product can be increased for better customer response. ? Discounts and offers can be introduced for increase in sales volume.
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? Distribution of pamphlets about the product through super markets, provision stores etc., ? Advertisement should be increased ? Cost minimization is necessary. ? More concentration must be given against other competitors.
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Recommendations
Recommendations:
? The frequency of advertisement can be increased
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? The quantity of the product can be increased for better customer response ? Discounts and offers can be introduced for the increase in sale volumes ? Compare with other mobiles the battery charge capacity level is low. So they increase the battery capacity level. ? Increase in the memory and OS level ? The sound effect also can be increased. ? The picture clearness also changes the mobiles.
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Bibliography
Referred books:
1. Philip Kotler, Marketing management . eleventh edition, Pearson Education
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2. R.S.N. Pillai and Bagavathi, Modern marketing principles and Practices., Second Edition , S.chand and Company Ltd, New Delhi.
P.R. Vittal and V. Malini, Statistical and Numerical Methods, First Edition, Margam Publications, Chennai.
Web sites:
www.google.com www.sonymobiles.com
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Questionnaire
BRAND AWARNESS OF SONY ERICSSON
PERSONNEL INFORMATION
1. Name
: 59
2. Age 3. Sex 4. Annual Income
: : :
Questions
5. Which mobile model do you buy?
(i) J110i
(2) 810i
(3) 510i
(4) others specify
6. For what purpose do you use this mobile ?
1. Good model
2. Price
3. Featurs
4. other specify
7. What are the features of satisfaction of your brand?
1. Price
2. Quality
3. Design
4. Others
8. Are you aware of sony mobiles
1. Yes
2 . No
9. Did you try the product ?
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1. Yes
2. No
10. If someone request, will you try this product?
1. Yes
2. No
11. If no, why haven’t you tried it?
1. No proper answer 2. does not like to shift the brand 4. other specifies
3. non availability
12. If yes your place of purchase
1. mobile shops outlets
2. departmental store 3. show rooms
4. exclusive r
13.What do you feel about sony ericsson mobiles
1. highly satisfied satisfied
2. satisfied
3. Not satisfied
4.
partially
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14. From the above ranking in what way sony ericsson mobiles differs from the other products.
1. Awareness 2. Prince
3. Model
4. quality
15. Of sony mobiles is not available in your retail shop then what you will do
1. try another product 2. go to another product
3. postpone your purchase
16. Your feed back/ suggestions about your product
___________________________________________________
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doc_508664629.doc