Description
Optical storage is a term from engineering referring to the Storage of data on an optically readable medium. Data is recorded by making marks in a pattern that can be read back with the aid of light, usually a beam of laser light precisely focused on a spinning disc. An older example, that does not require the use of computers, is microform.
Reports for Scenario of Optical Storage Media
Abstract
Recently, there has been a surge in the usage of solid state media like USB flash drives and SD cards in India. Contributing it to the most is the students and business fraternity which is a frequent user of USB flash drives, CDs, DVDs etc. Seeing the trend there is a new product launched by Moser Baer is launching new devices according to the trend and demand in the industry of the solid state media, like Flash drives and SD Cards. The study was under taken in the various sectors in order to measure the market potential for such a products. A primary research was conducted across educational institutes in the Delhi-NCR region to gauge the market potential for different solid state media. A secondary research was not possible, as historic data was scarce and inaccurate in this regard, so as to reach out to any fruitful deductions. Since, Moser Baer is trying to foray into newer market as compared to its bread & butter business of CDs\DVDs, hence it was all the more important to study the market well and do a proper SWOT Analysis in order to achieve maximum market penetration, with the launch of its new product line. The survey was conducted across colleges students, business houses and working professionals. Most of them had a huge potential of buying the flash drives or SD cards. As per the study conducted, Moser Baer’s biggest clients were the corporate clients while in the retail section Kingston was the market leader among the other players. There study even further showed that Pen Drives were the largest storage device sold in the retail market for its various benefits like Multiple Usability, Data Transfer Speed, Cost etc. while CDs and DVDs holds the largest market share for the business section for promotion and self consumption of the enterprises. Hence to sum it up, the study suggests that the market for pre recorded branded solid state devices has got a lot of potential and if Moser Baer properly penetrates this market, there are huge profits for the taking as clients from various sections of the economy and will come back if provided with good service.
LIST OF FIGURES
Figure 1: Compact Disc(CD)..........................................................................................2 Figure 2: Digital versatile disc (DVD)...........................................................................3 Figure 3: High definition DVD(.....................................................................................3 Figure 4: Blu Ray...........................................................................................................4 Figure 5: USB -Flash Drive............................................................................................4 Figure 6: SD Cards………………………….................................................................5 Figure 7: Global Presence of Moser Baer.......................................................................9 Figure 8: Profile of Respondents..................................................................................18 Figure 9: Daily average usage of data (in GB).............................................................19 Figure 10 preference of storage device in percentage:.................................................19 Figure 11: Preference distribution for usage of pen drive ...........................................20 Figure 12: preference for usage of SD-card..................................................................21 Figure 13: market share for storage devices companies...............................................21 Figure 14: Shifting pattern of consumers towards newer product………………..…..23 Figure 15: feature requirement for future products…………………………………..23 Figure 16:sample distribution for Business institutional survey………………… ..24 Figure 17: overall demand of storage devices in Business Organizations…………...25 Figure 18
reference of Brands……………………………………………………....25 Figure 19: features looked in a device ……………………………………………….26 Figure 20:features requirement for futures product in business institutions…………27 Figure 21: effective marketing channel used by business organizations……………..28
TABLE OF CONTENTS
1. Introduction…...…………………………………………………………….....1 1.1 Introduction to optical storage devices…….………………………............1
1.2 Advantages of optical storage devices over magnetic disc……….. .…….....1
1.3Types of optical storage medias………………………………...……..……2 1.3 .i)Compact disc……………………………………...………………...……2 ii)Digital versatile disc / video disc……………..……………..……...……3 iii High definition DVD………………………………………………….....3 iv) Blu Ray……….……………………………………………………...….4 v) Pen drive (USB-Flash drive)………………………………………….....4 vi) SD card………………………………………………………………….5 2. About the company….………………………………………………...…….....6 2.1 Moser Baer India ltd………………………………………………………..6 2.2 Time line……..……………………………………………………………..6 2.3 Vision Mission & Values………………...…………………………………7 i)Vision…………………………… …………………………………...…..7 ii) Mission…………………………………………………………………..7 iii) Values…………………………………………………………………...7 3. Moser Baer at glance…………………………………………………………...8 3.1 Location………………….……………………………………………........8 3.2 Product /services………………………..………………………………......8 3.3 Employees………………………………………….……………...………..9 3.4 Number of Plants……………………………………………………….......9 3.5 Global Presence of Moser Baer…………………………………………….9 3.6 SWOT Analysis…………………………………………………………...10 4. Solid state of Media……………………………...……………………………11 4.1 USB –Flash Drives…………………………………………………………11
4.2 Memory cards………………………………………………………….…..12 5. Project………………………………………………………………………….13 i)Back Ground of Market Study……………………………………………….13 ii) Research Gap & Contributions……………………………………………..14 6. Objective of the study………………………………………………………….15 7. Research questions…………………………………………………………….16 i)Methodology………………………………………………………………....16 ii)Sampling…………………………………………………………………….17 iii)Research Tool……………………………………………………………….17 iv) Profile of the Respondents………………………………………………….17 8. Consumer Market Analysis…………………………………………………....19 9. Business Institution analysis……………………………………………...........24 10. Conclusion………………………………………………………………….....29 11. References……………………………………………………………………..30 12. Annexure……………………………………………………………………....31
1.
INTRODUCTION
1.1 Introduction To Optical Storage Devices Optical Storage is any storage method in which data is written and read with a laser for archival or back up purposes. Typically, data is written to optical media , such as CDs and DVDs. For several years, proponents have spoken of optical storage as a near – future replacement for both hard drives in personal computers and tape back in mass storage. Optical media is more durable than typical hard drives speeds and to offer lower storage capacities. According to OSTA (optical storage technology association), current optical speed are approaching those of hard drives. A number of optical storage formats, such as Blu- ray and UDO( ultra density optical), use a blue laser to dramatically increase capacities. Direct access disk written and read by light. CD, CD-ROM, DVD-ROM and DVD-Video are read-only optical discs that are recorded at the time of manufacture and cannot be erased. CD-R, DVD-R, DVD+R, WORM and magneto-optic (in WORM mode) discs are write-once. They are recorded in the user's environment, but cannot be erased. CD-RW, DVD-RAM, DVD-RW, DVD+RW and MO discs are rewritable.
1.2 Advantage of Optical Storage Devices Over Magnetic Disks Optical discs have some advantages over magnetic disks. They have higher capacities as removable cartridges, and they are not subject to head crashes or corruption from stray magnetic fields. They also have a 30-year life and are less vulnerable to extremes of hot and cold.
1.3 Types Of Optical Storage Medias Digital storage media can be broken into three separate categories—
• • •
Magnetic Flash Optical
Optical storage has been a popular form of storage media due to the following reasons Optical storage media is generally available on a standard size disc measuring 12 cm in diameter. Since 1982, optical media is still the standard for purchased music and movie physical media. Several types of optical media are 1.3.1 Compact Disc still in use today.
Fig 1. Compact Disc Released in 1982, the CD (compact disc) revolutionized the music industry by offering digital sound to home consumers in replacement of analog formats. The CD was eventually transitioned from a music source to a form of storage for data. In 1990, the CD-R was introduced and allowed for the creation of optical discs at home with a personal computer. The average CD allows for up to 700 MB of data storage. Digital bits are stored as pits on the reflective material in the disc. A red wavelength laser detects these pits and converts them to a digital signa
1.3.2 Digital Versatile/Video Disc
Fig 2. DVD Released in the late 1990s, DVDs offered a widely accepted digital movie format. Allowing 4.7 GB for a single-layer disc and up to 8.5 GB for a dual-layer disc, DVD was an excellent choice for personal backups of data on a DVD-R or movie media. DVD is not only used for data and video. DVD-Audio discs are uncompressed studio master recordings that offer much higher bit-rate than a standard CD. DVDs used a red wavelength laser, much like CDs.
1.3.3 High Definition DVD
Fig 3. DVD HD-DVD was released by Toshiba as a competing format to Sony's Blu-ray disc. HDDVD offered enough storage space for full-length, high-definition movies on a single disc. HD-DVD discs were capable of holding 15 GB per layer with a maximum of two layers. Toshiba had planned on eventually releasing three-layer discs; however, with shifts of movie production studios, support for HD-DVD dwindled until Toshiba
announced it would no longer continue the format. HD-DVD drives use a blue wavelength laser that is able to read smaller pits on the optical media.
1.3.4 Blu-Ray
Fig 4. Blu Ray Blu-ray is the newest high-definition optical format. Developed by Sony, Blu-ray discs offer 25 GB per layer with up to two layers per disc. Blu-ray discs have a protective coating that reduces the number of scratches and makes the disc durable. Like HD-DVD, Blu-ray offers a full-length, high-definition movie on one disc. Blu-ray recordable, or BD-R, drives are becoming more common in home computers. The BD-R drives allow for up to 50 GB of storage on one disc. Blu-ray drives use the same type of laser as HDDVD drives to allow for greater storage on the optical disc.
1.3.5 Pen drives ( USB- flash drives)
Fig 5. USB – Flash Drive
Sometimes referred to as a jump drive, the pen drive is a portable USB flash memory device that can be used to quickly transfer audio, video, and data files from the hard drive of one computer to another. With a construction that is small enough to fit into a pocket, the pen drive derives its name from the fact that many of these USB drive devices resemble a small pen or pencil in size and shapePen drives are classified as NAND style data storage devices. Equipped with a large amount of memory capacity, the pen drive is considered to be an improvement on both the older floppy drive disks and the more modern compact disks that are often used to copy data and reload the files on a different hard drive. Even a pen drive with a relatively low storage capacity tends to provide plenty of space for a number of files. The types of files that can be loaded onto a pen drive are all the common types that can be housed on any hard drive. This makes it possible for persons to copy photo sword processing documents, movie clips, music tracks, and just about any other type of file.
1.3.6 SD-CARDS (MEMORY CARD)
Fig 6. SD- Cards An SD Card (Secure Digital Card) is an ultra small flash memory card designed to provide high-capacity memory in a small size. SD cards are used in many small portable devices such as digital video camcorders, digital cameras, handheld computers, audio players and mobile phones. In use since 1999, SD Memory Cards are now available in capacities between 16Megabytes and 1 Gigabyte. An SD card typically measures 32 x 24 x 2.1 mm and weighs approximately 2grams.
2. ABOUT THE COMPANY 2.1 Moser Baer India Ltd. Moser Baer is one of India's leading technology companies. Established in 1983, Moser Baer successfully became the world's second largest manufacturer of Optical Storage media like CDs and DVDs. The company also emerged as the first to market the nextgeneration of storage formats like Blu-ray Discs and HD DVD. Off late, the company has diversified into exciting areas of Solar Energy, Home Entertainment and IT Peripherals & Consumer Electronics. Moser Baer has its presence in over 82 countries, serviced through six marketing offices in India, the US, Europe and Japan, and has strong tie-ups with all major global technology players. 2.2 Time Line • • • • • • • • 1983-Year of Incorporation 1985-Production of 8.0"/5.25" disks commences 1987-Production of 3.5" disks commences 1998-Moser Baer India gets ISO 9002 certification 1999-Production of CD-Rs commences 2000-Production of CD-RWs commences 2002-Production of cake and jewel boxes begins 2003-Entry into DVD-R formats Commissioning of the world's single-largest
optical media production facility in Greater Noida Largest-ever Indian manufacturing deal with Imation Corp, USA. Introduction of the 'Moser Baer' brand in the Indian market
•
2004-Technology license agreement with Hewlett-Packard to manufacture
optical media using 'Light scribe' technology Private equity firm Warburg Pincus LLC invests $149 million (about Rs 675 crore) in Moser Baer Agreement with HewlettPackard to manage the manufacturing, marketing and distribution of HP-branded DVD+Rs, DVD+RWs, CD-Rs and CD-RWs, storage media in India and the SAARC region Moser Baer named as contributing member of the Blu-ray Disc Association. • • 2005-ISO 14001 & OHSAS 18001 certification for Moser Baer plants. 2007-Moser Baer and Philips entered into a definitive agreement under which
Moser Baer acquired OM&T B.V., a specialised technology company for optical R&D, which currently was a 100 per cent subsidiary of Philips. Moser Baer then started production of Blue Ray Disk and most important next gen media Holographic Data Storage. (HD) • • 2009- Introduction of low cost MP3 players in Indian Market. 2010-11- New generation Blu-tooth head phones with crystal clear sounds
technology 2.3 Vision, Mission & Values 2.3.1 Vision "Touching every life across the globe through high technology products and services" 2.3.2 Mission • • • We will drive growth through our excellence in mass manufacturing. We will move up the value chain through rapid development of technology, We will leverage our relationships, distribution, cost leadership and "can do"
products and services. attitude to become a global market leader in every business.
2.3.3 Values Teamwork Thinking and working together across functional silos, hierarchies, businesses and geographies. Cooperating and supporting each other towards common goals.
Integrity Consistently behaving and taking decisions in an ethical, trustworthy and fair manner in all spheres of life.
Passion Missionary zeal coming out of one's heart to drive to the goal which gives one a feeling of "do it with pride" and "love to be there". A feeling that encourages one to dream & realise the dreams. Self commitment to give more than 100% & create value. Speed Meeting and exceeding customer's expressed or implied expectations by a "do it" attitude and by doing right, first time, on time and every time. 2.4 Moser Baer At A Glance 2.4.1 Locations
? ? ?
Corporate Headquarters: New Delhi, India Indian Offices: Mumbai, Kolkata, Chennai and Bangalore Worldwide Offices: The Netherlands, USA (New York and California), Japan,
Middle-East 2.4.2 Products/Services
?
Optical Storage Media: Recordable Compact Discs (CD-R), Rewritable Compact
Discs (CD-RW), Pre-recorded CD/DVD, Digital Versatile Disks (DVD-R) and Rewritable Digital Versatile Disks (DVD-RW), Light Scribe-enabled media.
?
Photovoltaic: Crystalline Silicon Cells and Modules, High Concentrator and Thin Entertainment: Distribution of movies, film production and theatrical distribution IT Peripherals and Consumer Electronics: Optical Disk Drives, Headphones, Replication services as a part of M &ES department comes under storage media
Film Modules
? ?
Keyboards, Optical Mouse, DVD Players
?
division of the company. This department basically deals with the pre recorded optical media manufacturing for clients across varied domains such as spiritual, entertainment, software and many more and more recently they have moved into pre recorded solid state media as well. Moser Baer provides replication services to a large group of customers, both corporate and individuals across the globe. 2.4.3 Employees
?
Over 7,000
2.4.4 Number of Plants The total number of plants is 6. 2.5 Global Presence of Moser Baer:
Fig 7. Global presence map of Moser Baer (Source: www. www.moserbaer.com ) 2.6 SWOT Analysis
STRENGHTS • • • • • • • Sound Brand image in the market. Market leader in the stationary segment(BOM). Own production capacity. A constant eye on innovation. R&D focused growth. Strong Distribution network across the world Got big corporate in their clientele, who are brand loyal. •
WEAKNESSES Lacking vigor in advertising and promotion of their products and services. Final consumers still skeptical about quality(As this is a new product). General public still recognise Moser Baer as blank CD/DVD producer only. Pricing on par with market leader offering little incentive to switch. THREATS
• •
•
OPPURTUNITIES • • Leaders in stationary segment can leverage their presence in distribution Suppliers and dealers are aware of the quality of product and services supplied by the Moser Baer. Can leverage their brand name for • Constant threat from other active players who produce similar product at the same quality and price, like Kingston, CF gear etc. Lacking product differentiation.
•
•
•
promotion of their pre-recorded flash drives. Can make use of existing clientele for deeper market penetration.
Table 1. SWOT Analysis
3. SOLID STATE MEDIA 3.1 USB Flash Drives Moser Baer apart from their flagship business of optical media have now moved into the solid state media segment as well and have added USB Flash drives to their range of products in the Indian market. The decision of adding solid state media to there product portfolio was influences by the high levels of demand generated by the working professionals in corporate and SOHO segments. The youth market, which had started picking up in 2004-05, further strengthened, contributing to this growth. Moser Baer has in kitty pen drives with capacities ranging from 512 MB to 4 GB. The high end range with a capacity of 4 GB is capable of holding over 1,000 MP3 songs or high definition images and over hours of MPEG4 video footage.
?
512 MB/1/2/4 GB USB Drive Table 2:Specifications Size : 60X17X7mm(LXWXH) : 8g : Upto 10 years : >100,000 times : Read 10-12 MB/s, Write B MB/s (Max.) Warranty : Lifetime
Features
? ? ? ?
Support USB 2.0 specification Dual level data protection Support partition Hot-removable
Weight Data retention Erase Cycles
System Requirements 1. Windows 98 SE/Me/2000/XP Mac OS 9.0 or later, LINUX kernel 2.4.2 or later 2. Desktop or notebook computer with USB port
Speed
3.2 Memory Cards
Apart from the pen drives, Moser Baer has also launched Memory cards. This product as perceived by Moser Baer will act as a growth driver for the company mainly because of its varied use and high demand. Mentioned below are the different types of memory cards and their usage segments.
Secure Digital Cards Digital Cameras Camcorders MP3 Players MP4 Players Mobile Phones PDAs
Mini Cards Mobile Phones
Micro Cards Mobile Phones PDAs MP3 Players MP4 Players
Compact Cards
Flash
Professional Cameras Professional Recording Gear Digital Cameras PDAs Audio
if used with an adaptor mini and micro can be
converted into a SD card Car Audio Table 3: Types and usage of memory cards Source: www.moserbaer.com
4.PROJECT 4.1 BACKGROUND OF MARKET STUDY ? This project was carried out under the M & ES department and thus was mainly concerned with the optical storage media in which replication services & pre-recorded media offers too.
In pre recorded media Moser Baer has 2 products: 1. Optical Media: This is a well established segment where in Moser Baer has a
strong presence with many big clients in its kitty. Here Moser Baer is offering products like pre recorded CDs and DVDs to variety of client ranging from entertainment to software. The data which is pre recorded is as per customer requirement and passed by the customer itself. 2. Solid State Media: This is a relatively new segment Moser Baer is entering into
and has on offer pre recorded and branded USB flash drives and SD cards. A major point of attraction in this product is that the flash drive/ SD card will bear the name and logo of the client and contain data pre recorded as per client requirements. Being relatively new in this segment Moser Baer is looking for opportunities to penetrate the market and different economic sector which offers a wide scope for such a product is of high importance for the company. For entering into any new market it is very important to have the knowhow of that particular market, the scope and demand of the concerned product in the market. That is the prime reason why the study has been done to identify the scenario in this sector for optical storage media.
4.2 RESEARCH GAPS AND CONTRIBUTIONS Most of the researches available emphasize to a particular sector or a particular device, the project makes the study of all the sector as a whole. Moreover the study carried out would help us know the rising pattern of devices used and its causes in different economic sector. Our study was aimed at providing insight into the different sectors and
its changing scenario towards the use of optical storage media in the promotional activities and retail consumption. The study was expected to reveal the scope and requirements in various sectors in and around NCR for different optical devices.
5. OBJECTIVES OF THE STUDY The study was based on identifying the scenario of optical storage media in the field of different economic sectors for the optical storage media. Below are the two main objectives of the study.
1.
To study & analyze the changing scenario and behavior of customers towards
the optical storage media. 2. To identify the scope of optical storage media in different economic sector
6. RESEARCH QUESTIONS Research questions were framed keeping in mind the objectives of the study and the parameters governing the scope in retail sector under study. • • Profession of customer? What was the monthly expenditure/expanses?
• • • • • •
Daily usage of your portable / important data, in GB? Best way to store your daily portable / important data? Which company storage device you generally preferred? The reason why you choose the product? Would you want to shift for better product? What feature you look for in new product? Research questions were framed keeping in mind the objectives of the study and the parameters governing the scope in business sector under study.
• • • • • • • •
Organization type? Estimate turn over? Number of employees on pay roll? Type of media do you preferred for advertising /promotion? Would you like to use any portable storage device for your organization? Which company storage device you prefer? What are the parameter you considered while selecting your storage device ? Other than the product which most influence you to buy a product?
6.1 METHODOLOGY The entire primary research was open to various Retail & Business sectors in Delhi, Noida, Gurgaon and Ghaziabad and a quantitative protocol was used to conduct it. In order to provide a current snapshot of the market, this protocol involved data collection through a detailed questionnaire (attached as annexure) with a requisite sample allocation to garner comparative opinion from different parts of Delhi NCR region. The questionnaire was designed to elicit valuable information on various parameters.
Sample was administered by at least one research worker through a telephonic & direct interview of about 10-15 minutes depending on the nature and size of respondent is associated. In all 284 samples ,200 retail samples (in which 154 are students and 76 are working peoples) and remaining 54 samples are collected from business institutions and all the complete responses was deemed valid and used for coding. The sample size was small as the study was based on scenario of optical storage device and primarily focused on different economic sectors.
6.2 SAMPLING • • • For the survey simple random sampling was used ensuring that majority areas of In all 284 samples were collected from Delhi, Ghaziabad, Gurgaon, Noida and All questionnaires were administered by at least one researcher and all responses delhi, NCR are covered. Greater Noida. were deemed to be true and valid. 6.3 RESEARCH TOOLS • • No survey is successful without a well designed questionnaire. Field trips were Questions were prepared in consonance with research aims. undertaken to collect the data through questionnaire.
6.4 PROFILES OF THE RESPONDENTS Different sectors of the Population were surveyed to get a holistic view of Optical Storage Media Market. Below is the break-up of the type sectors studied. Respondent profiles Total Sample Survey 284
1)RETAIL a)Students b)Working 2)BUSINESS INDUSTRIES Table 4. Respondent profiles
154 76 54
Fig 8. Profiles of respondents In all 284 samples ,200 retail samples (in which 154 are students and 76 are working peoples) and remaining 54 samples are collected from business institutions and all the complete responses was deemed valid and used for coding. The sample size was small as the study was based on scenario of optical storage device and primarily focused on different economic sectors.
7. CONSUMER MARKET ANALYSIS 7.1 FOR RETAIL SECTOR
Fig 9. Daily average usage of data (in GB) From the above data graph it is seen that more usage of data is among the student group Which is of 4GB and that of working professionals which of 2 GB the high data usage is due to the storage of different data(audio , visuals , movies & academic purposes) while working professional mainly due to limited data usage
Fig 10. preference of storage device in percentage As seen from the above graph in all the expenditure sections (from less than Rs 5000 to Rs 10000 and above ) pen drives seems to have the largest preference of usage amongst its peers i.e CDs, HDDs, DVDs and S D Cards. While S D Cards take the second position in the usage pattern shown above.
Fig 11.: Preference distribution for usage of pen drive From the above graph it is seen that Pen Drives are most popular because of the following reasons: Cost supported by 24% by the population sample Data Transfer Speed supported by 20.37% by the population sample & in least criteria others factors 13.41%(including guarantee/warranty/after sales service etc) by the population sample
Fig 12. preference for usage of SD-card From the above graph it is seen that SD-Cards are most popular because of the following reasons:
portability 22.30% by the population sample Multiple usability by 21.20% by the population sample Data Transfer Speed supported by 21.% by the population sample
Fig 13. market share for storage devices companies As seen from the above graph, the market of the storage device is lead by Kingston with 38.85% of the market share while Moser Baer leads in the second position with 28.02% of market share while HP holds the third postion with 17.89% in the consumer retail market.
Fig 14. shifting pattern of consumers towards newer product As seens from the above graph that 72.72% of population surveyed would like to Shift towrads a newer better product while 27.28% are satisfied with the current product they are using.
Fig 15. feature requirement for future products Above graph shows the requirement wished by the population to be included for a future product which is as follows: 24.10%- want newer product to be much faster in data transferring 23.58% -wants the product to be at a lower price 22.05%- want the product with more space 21.02%-want more data security 9.25% - want better/innovative design (note: above parameter majorly in pen drive section)
7.2 FOR BUSINESS INSTITUTIONS :
Fig 16.sample distribution for Business institutional survey As per data from the above graph, its shows the sample distribution out of 57 Business Institutions out of which: 21.05%- Software companies 19.30%-College/institutions 10.53%-Entertainment /trading/NGO 8.77% - Publishing houses/consumers electronics 5.26%- automobiles/spiritual organization
Fig 17. overall demand of storage devices in Business Organizations From the above graph it shows that overall demand of optical storage media in business organization : DVDs with 35% CDs with 31% Pen drives with 25% Bluray with 9%
Fig 18. Preference of Brands
As seen from the above graph Moser Baer leads with 38% of the market in optical storage market with its peers, while Sony leads in second position with 26% market share and HP in third with 17 % market share.
Fig 19. features looked in a device From the above graph it shows the features that are looked for before the purchase of optical storage media devices of the company by the business institutions : The following percentage shows the preference 31%-look for cost 26%- look for more data security 19%-look forportability 6%- look for multiple usability of the product 3%- look for other facors (include warrantee/guraantee/after sales services etc)
Fig 20.features requirement for futures product in business institutions Above graph shows the requirement wished by the business institution populations to be included for a future product which is as follows: 25.79%- want newer product to be in better price . 19 .86% -wants to stay with the portability also 19.17%- want multiple usage of product 17.80%-want more data security 13.28% -want more data transfer speed in his product 4.10% -others(include warrantee/guarantee/after sales service etc )
Fig 21. effective promotion-mix used by business organizations The graph shows different promotion mix which are used by the business institutions for their promotions some of the major channels showed in the graph are: • • • • • Internet Industry Publication Word of Mouth Trade Shows Advertising
The above graph represents the effectiveness of the channels discussed above, in which Internet has a share of 31%, Industry Publication with 25%, Trade shows with 18% and Advertising 15%. With the distribution above we can see that the optical storage devices which can be used for promotional activities by the Business house, these devices can be used with the most effective channel for marketing such as in • • • Industry Publication Trade Shows Advertising
Which would enhance the marketing effectiveness in such channels for a better promotional activity with the help of technology of the present era. 8. CONCLUSION From the above study we are able to see the changing scenario of optical storage devices in different sector of the economy and of different optical storage devices . we can analysis from the Questionnaire filled by 284 respondents 1. 154 students 2. 76 working professionals 3. 54 business institutions It is concluded that pen drives are the most used optical storage devices among the retail Consumption with its various benefits among its peers such as CDs and DVDs while in Business Institution promotional activities are now also done through the storage devices like CDs and DVDs having the largest share along with pen drives for promotion and self consumption of the enterprise.
9. REFERENCES
1. http://www.moserbaer.com/ 2. www.hindustanlink.com/careertex/delhi.htm 3. www.delhieducation.net/Colleges/ 4. http://www.manifest-tech.com/ce_products/flash_media.htm 5. www.wikipedia.org
10. ANNEXURE
Survey- Questionnaire For Business Institutions
NAME : 1. Organization type ? publishing house ? entertainment ? automobiles ? FMCG ? trading Less then 100 Cr 100-200 Cr 200-500 Cr Above 500 Cr ? software license/customized ? consumer electronics ? spiritual organizations ? Government / NGO
2)
estimated turn over
3) number of employees on pay roll less than 50 50 -500 500-1000 Above 1000
4) Type of media do you used for promotion / advertising ? ? electronic media (television ,radio) ? print media ( newspapers , magazines ) ? others 5) If you use electronic media please specify your preferences rank 1 to 4 ? pen drive ? Blu-ray
? recordable CD ( CD-R) ? recordable DVD( DVD-R)
6) would you like to use any portable storage devices for your organization from the following External hard disk Recordable compact disk(CD-R) Recordable( DVD (DVD-R) Pen drive SD- Card Other YES NO , why .................... (specify)------------
If yes, the brand using belongs to Hp Sony Kingston Moser Baer Sand disk Other ........................... ( specify) proceed to QUE. NO 6)
If NO, would You like to use any portable storage devices for your organization rank 1 to 5 according your usage External hard disk Recordable compact disk(CD-R) Recordable( DVD (DVD-R) Pen drive SD- Card 6) What are the parameters that you considered while selecting storage devices rank 1 to 6 ? cost ? data transfer speed ? multiple usability ? portability ? more data security ? other …… ( warranty /guarantee/after sales service) 7) Other than the product which of the following would most influence you when deciding to buy a product Please tick any three(3) form the following.... Commentary on the internet/website Industry publication Word of mouth Trade Show / events Advertisings Guarantee/ warrantee offers Other ...........................................................(specify)
Survey- Questionnaire for Retail Customers
1. Name : 2. 3. Age : Qualification ? matriculation ?diploma ? graduation ? post graduation 4. Profession ? student ? working Monthly expenditure ? less than Rs 5000 ? Rs 5000 –Rs 8000 ? Rs 8000 - Rs10000 ? Above Rs 10000 Daily usage of your portable / important data ?1GB ?1GB-2GB ?2GB & above What is the best way to store your daily portable/important data? ? external hard disk (HDD) ? recordable CD (CD-R) ? recordable DVD ( DVD-R ? pen drive (USB) ? SD-Card (memory card ) Which company storage device you generally prefer & specify with capacity in GB ? ? Hp ? Moser Baer ? Kingston ? San Disk ? Sony ? other. ________ (specify) You choose the above product because of , (Please Specify your preference from 1 to 6 ) ? cost ? portability
5.
6.
7.
8.
9.
? data transfer speed ? more data security ? multiple usability ? other …… ( warranty /guarantee/after sales service) 10. Would you like to shift to a better product then the present product. ? Yes ? No (Reason) ……………………………………………………………………………. 11. If YES , please tick the feature you are looking for, (Please Specify your preference from 1 to 5 ) ? better cost ? more secure ? more space ? data speed rate ? design
doc_897232223.doc
Optical storage is a term from engineering referring to the Storage of data on an optically readable medium. Data is recorded by making marks in a pattern that can be read back with the aid of light, usually a beam of laser light precisely focused on a spinning disc. An older example, that does not require the use of computers, is microform.
Reports for Scenario of Optical Storage Media
Abstract
Recently, there has been a surge in the usage of solid state media like USB flash drives and SD cards in India. Contributing it to the most is the students and business fraternity which is a frequent user of USB flash drives, CDs, DVDs etc. Seeing the trend there is a new product launched by Moser Baer is launching new devices according to the trend and demand in the industry of the solid state media, like Flash drives and SD Cards. The study was under taken in the various sectors in order to measure the market potential for such a products. A primary research was conducted across educational institutes in the Delhi-NCR region to gauge the market potential for different solid state media. A secondary research was not possible, as historic data was scarce and inaccurate in this regard, so as to reach out to any fruitful deductions. Since, Moser Baer is trying to foray into newer market as compared to its bread & butter business of CDs\DVDs, hence it was all the more important to study the market well and do a proper SWOT Analysis in order to achieve maximum market penetration, with the launch of its new product line. The survey was conducted across colleges students, business houses and working professionals. Most of them had a huge potential of buying the flash drives or SD cards. As per the study conducted, Moser Baer’s biggest clients were the corporate clients while in the retail section Kingston was the market leader among the other players. There study even further showed that Pen Drives were the largest storage device sold in the retail market for its various benefits like Multiple Usability, Data Transfer Speed, Cost etc. while CDs and DVDs holds the largest market share for the business section for promotion and self consumption of the enterprises. Hence to sum it up, the study suggests that the market for pre recorded branded solid state devices has got a lot of potential and if Moser Baer properly penetrates this market, there are huge profits for the taking as clients from various sections of the economy and will come back if provided with good service.
LIST OF FIGURES
Figure 1: Compact Disc(CD)..........................................................................................2 Figure 2: Digital versatile disc (DVD)...........................................................................3 Figure 3: High definition DVD(.....................................................................................3 Figure 4: Blu Ray...........................................................................................................4 Figure 5: USB -Flash Drive............................................................................................4 Figure 6: SD Cards………………………….................................................................5 Figure 7: Global Presence of Moser Baer.......................................................................9 Figure 8: Profile of Respondents..................................................................................18 Figure 9: Daily average usage of data (in GB).............................................................19 Figure 10 preference of storage device in percentage:.................................................19 Figure 11: Preference distribution for usage of pen drive ...........................................20 Figure 12: preference for usage of SD-card..................................................................21 Figure 13: market share for storage devices companies...............................................21 Figure 14: Shifting pattern of consumers towards newer product………………..…..23 Figure 15: feature requirement for future products…………………………………..23 Figure 16:sample distribution for Business institutional survey………………… ..24 Figure 17: overall demand of storage devices in Business Organizations…………...25 Figure 18
reference of Brands……………………………………………………....25 Figure 19: features looked in a device ……………………………………………….26 Figure 20:features requirement for futures product in business institutions…………27 Figure 21: effective marketing channel used by business organizations……………..28TABLE OF CONTENTS
1. Introduction…...…………………………………………………………….....1 1.1 Introduction to optical storage devices…….………………………............1
1.2 Advantages of optical storage devices over magnetic disc……….. .…….....1
1.3Types of optical storage medias………………………………...……..……2 1.3 .i)Compact disc……………………………………...………………...……2 ii)Digital versatile disc / video disc……………..……………..……...……3 iii High definition DVD………………………………………………….....3 iv) Blu Ray……….……………………………………………………...….4 v) Pen drive (USB-Flash drive)………………………………………….....4 vi) SD card………………………………………………………………….5 2. About the company….………………………………………………...…….....6 2.1 Moser Baer India ltd………………………………………………………..6 2.2 Time line……..……………………………………………………………..6 2.3 Vision Mission & Values………………...…………………………………7 i)Vision…………………………… …………………………………...…..7 ii) Mission…………………………………………………………………..7 iii) Values…………………………………………………………………...7 3. Moser Baer at glance…………………………………………………………...8 3.1 Location………………….……………………………………………........8 3.2 Product /services………………………..………………………………......8 3.3 Employees………………………………………….……………...………..9 3.4 Number of Plants……………………………………………………….......9 3.5 Global Presence of Moser Baer…………………………………………….9 3.6 SWOT Analysis…………………………………………………………...10 4. Solid state of Media……………………………...……………………………11 4.1 USB –Flash Drives…………………………………………………………11
4.2 Memory cards………………………………………………………….…..12 5. Project………………………………………………………………………….13 i)Back Ground of Market Study……………………………………………….13 ii) Research Gap & Contributions……………………………………………..14 6. Objective of the study………………………………………………………….15 7. Research questions…………………………………………………………….16 i)Methodology………………………………………………………………....16 ii)Sampling…………………………………………………………………….17 iii)Research Tool……………………………………………………………….17 iv) Profile of the Respondents………………………………………………….17 8. Consumer Market Analysis…………………………………………………....19 9. Business Institution analysis……………………………………………...........24 10. Conclusion………………………………………………………………….....29 11. References……………………………………………………………………..30 12. Annexure……………………………………………………………………....31
1.
INTRODUCTION
1.1 Introduction To Optical Storage Devices Optical Storage is any storage method in which data is written and read with a laser for archival or back up purposes. Typically, data is written to optical media , such as CDs and DVDs. For several years, proponents have spoken of optical storage as a near – future replacement for both hard drives in personal computers and tape back in mass storage. Optical media is more durable than typical hard drives speeds and to offer lower storage capacities. According to OSTA (optical storage technology association), current optical speed are approaching those of hard drives. A number of optical storage formats, such as Blu- ray and UDO( ultra density optical), use a blue laser to dramatically increase capacities. Direct access disk written and read by light. CD, CD-ROM, DVD-ROM and DVD-Video are read-only optical discs that are recorded at the time of manufacture and cannot be erased. CD-R, DVD-R, DVD+R, WORM and magneto-optic (in WORM mode) discs are write-once. They are recorded in the user's environment, but cannot be erased. CD-RW, DVD-RAM, DVD-RW, DVD+RW and MO discs are rewritable.
1.2 Advantage of Optical Storage Devices Over Magnetic Disks Optical discs have some advantages over magnetic disks. They have higher capacities as removable cartridges, and they are not subject to head crashes or corruption from stray magnetic fields. They also have a 30-year life and are less vulnerable to extremes of hot and cold.
1.3 Types Of Optical Storage Medias Digital storage media can be broken into three separate categories—
• • •
Magnetic Flash Optical
Optical storage has been a popular form of storage media due to the following reasons Optical storage media is generally available on a standard size disc measuring 12 cm in diameter. Since 1982, optical media is still the standard for purchased music and movie physical media. Several types of optical media are 1.3.1 Compact Disc still in use today.
Fig 1. Compact Disc Released in 1982, the CD (compact disc) revolutionized the music industry by offering digital sound to home consumers in replacement of analog formats. The CD was eventually transitioned from a music source to a form of storage for data. In 1990, the CD-R was introduced and allowed for the creation of optical discs at home with a personal computer. The average CD allows for up to 700 MB of data storage. Digital bits are stored as pits on the reflective material in the disc. A red wavelength laser detects these pits and converts them to a digital signa
1.3.2 Digital Versatile/Video Disc
Fig 2. DVD Released in the late 1990s, DVDs offered a widely accepted digital movie format. Allowing 4.7 GB for a single-layer disc and up to 8.5 GB for a dual-layer disc, DVD was an excellent choice for personal backups of data on a DVD-R or movie media. DVD is not only used for data and video. DVD-Audio discs are uncompressed studio master recordings that offer much higher bit-rate than a standard CD. DVDs used a red wavelength laser, much like CDs.
1.3.3 High Definition DVD
Fig 3. DVD HD-DVD was released by Toshiba as a competing format to Sony's Blu-ray disc. HDDVD offered enough storage space for full-length, high-definition movies on a single disc. HD-DVD discs were capable of holding 15 GB per layer with a maximum of two layers. Toshiba had planned on eventually releasing three-layer discs; however, with shifts of movie production studios, support for HD-DVD dwindled until Toshiba
announced it would no longer continue the format. HD-DVD drives use a blue wavelength laser that is able to read smaller pits on the optical media.
1.3.4 Blu-Ray
Fig 4. Blu Ray Blu-ray is the newest high-definition optical format. Developed by Sony, Blu-ray discs offer 25 GB per layer with up to two layers per disc. Blu-ray discs have a protective coating that reduces the number of scratches and makes the disc durable. Like HD-DVD, Blu-ray offers a full-length, high-definition movie on one disc. Blu-ray recordable, or BD-R, drives are becoming more common in home computers. The BD-R drives allow for up to 50 GB of storage on one disc. Blu-ray drives use the same type of laser as HDDVD drives to allow for greater storage on the optical disc.
1.3.5 Pen drives ( USB- flash drives)
Fig 5. USB – Flash Drive
Sometimes referred to as a jump drive, the pen drive is a portable USB flash memory device that can be used to quickly transfer audio, video, and data files from the hard drive of one computer to another. With a construction that is small enough to fit into a pocket, the pen drive derives its name from the fact that many of these USB drive devices resemble a small pen or pencil in size and shapePen drives are classified as NAND style data storage devices. Equipped with a large amount of memory capacity, the pen drive is considered to be an improvement on both the older floppy drive disks and the more modern compact disks that are often used to copy data and reload the files on a different hard drive. Even a pen drive with a relatively low storage capacity tends to provide plenty of space for a number of files. The types of files that can be loaded onto a pen drive are all the common types that can be housed on any hard drive. This makes it possible for persons to copy photo sword processing documents, movie clips, music tracks, and just about any other type of file.
1.3.6 SD-CARDS (MEMORY CARD)
Fig 6. SD- Cards An SD Card (Secure Digital Card) is an ultra small flash memory card designed to provide high-capacity memory in a small size. SD cards are used in many small portable devices such as digital video camcorders, digital cameras, handheld computers, audio players and mobile phones. In use since 1999, SD Memory Cards are now available in capacities between 16Megabytes and 1 Gigabyte. An SD card typically measures 32 x 24 x 2.1 mm and weighs approximately 2grams.
2. ABOUT THE COMPANY 2.1 Moser Baer India Ltd. Moser Baer is one of India's leading technology companies. Established in 1983, Moser Baer successfully became the world's second largest manufacturer of Optical Storage media like CDs and DVDs. The company also emerged as the first to market the nextgeneration of storage formats like Blu-ray Discs and HD DVD. Off late, the company has diversified into exciting areas of Solar Energy, Home Entertainment and IT Peripherals & Consumer Electronics. Moser Baer has its presence in over 82 countries, serviced through six marketing offices in India, the US, Europe and Japan, and has strong tie-ups with all major global technology players. 2.2 Time Line • • • • • • • • 1983-Year of Incorporation 1985-Production of 8.0"/5.25" disks commences 1987-Production of 3.5" disks commences 1998-Moser Baer India gets ISO 9002 certification 1999-Production of CD-Rs commences 2000-Production of CD-RWs commences 2002-Production of cake and jewel boxes begins 2003-Entry into DVD-R formats Commissioning of the world's single-largest
optical media production facility in Greater Noida Largest-ever Indian manufacturing deal with Imation Corp, USA. Introduction of the 'Moser Baer' brand in the Indian market
•
2004-Technology license agreement with Hewlett-Packard to manufacture
optical media using 'Light scribe' technology Private equity firm Warburg Pincus LLC invests $149 million (about Rs 675 crore) in Moser Baer Agreement with HewlettPackard to manage the manufacturing, marketing and distribution of HP-branded DVD+Rs, DVD+RWs, CD-Rs and CD-RWs, storage media in India and the SAARC region Moser Baer named as contributing member of the Blu-ray Disc Association. • • 2005-ISO 14001 & OHSAS 18001 certification for Moser Baer plants. 2007-Moser Baer and Philips entered into a definitive agreement under which
Moser Baer acquired OM&T B.V., a specialised technology company for optical R&D, which currently was a 100 per cent subsidiary of Philips. Moser Baer then started production of Blue Ray Disk and most important next gen media Holographic Data Storage. (HD) • • 2009- Introduction of low cost MP3 players in Indian Market. 2010-11- New generation Blu-tooth head phones with crystal clear sounds
technology 2.3 Vision, Mission & Values 2.3.1 Vision "Touching every life across the globe through high technology products and services" 2.3.2 Mission • • • We will drive growth through our excellence in mass manufacturing. We will move up the value chain through rapid development of technology, We will leverage our relationships, distribution, cost leadership and "can do"
products and services. attitude to become a global market leader in every business.
2.3.3 Values Teamwork Thinking and working together across functional silos, hierarchies, businesses and geographies. Cooperating and supporting each other towards common goals.
Integrity Consistently behaving and taking decisions in an ethical, trustworthy and fair manner in all spheres of life.
Passion Missionary zeal coming out of one's heart to drive to the goal which gives one a feeling of "do it with pride" and "love to be there". A feeling that encourages one to dream & realise the dreams. Self commitment to give more than 100% & create value. Speed Meeting and exceeding customer's expressed or implied expectations by a "do it" attitude and by doing right, first time, on time and every time. 2.4 Moser Baer At A Glance 2.4.1 Locations
? ? ?
Corporate Headquarters: New Delhi, India Indian Offices: Mumbai, Kolkata, Chennai and Bangalore Worldwide Offices: The Netherlands, USA (New York and California), Japan,
Middle-East 2.4.2 Products/Services
?
Optical Storage Media: Recordable Compact Discs (CD-R), Rewritable Compact
Discs (CD-RW), Pre-recorded CD/DVD, Digital Versatile Disks (DVD-R) and Rewritable Digital Versatile Disks (DVD-RW), Light Scribe-enabled media.
?
Photovoltaic: Crystalline Silicon Cells and Modules, High Concentrator and Thin Entertainment: Distribution of movies, film production and theatrical distribution IT Peripherals and Consumer Electronics: Optical Disk Drives, Headphones, Replication services as a part of M &ES department comes under storage media
Film Modules
? ?
Keyboards, Optical Mouse, DVD Players
?
division of the company. This department basically deals with the pre recorded optical media manufacturing for clients across varied domains such as spiritual, entertainment, software and many more and more recently they have moved into pre recorded solid state media as well. Moser Baer provides replication services to a large group of customers, both corporate and individuals across the globe. 2.4.3 Employees
?
Over 7,000
2.4.4 Number of Plants The total number of plants is 6. 2.5 Global Presence of Moser Baer:
Fig 7. Global presence map of Moser Baer (Source: www. www.moserbaer.com ) 2.6 SWOT Analysis
STRENGHTS • • • • • • • Sound Brand image in the market. Market leader in the stationary segment(BOM). Own production capacity. A constant eye on innovation. R&D focused growth. Strong Distribution network across the world Got big corporate in their clientele, who are brand loyal. •
WEAKNESSES Lacking vigor in advertising and promotion of their products and services. Final consumers still skeptical about quality(As this is a new product). General public still recognise Moser Baer as blank CD/DVD producer only. Pricing on par with market leader offering little incentive to switch. THREATS
• •
•
OPPURTUNITIES • • Leaders in stationary segment can leverage their presence in distribution Suppliers and dealers are aware of the quality of product and services supplied by the Moser Baer. Can leverage their brand name for • Constant threat from other active players who produce similar product at the same quality and price, like Kingston, CF gear etc. Lacking product differentiation.
•
•
•
promotion of their pre-recorded flash drives. Can make use of existing clientele for deeper market penetration.
Table 1. SWOT Analysis
3. SOLID STATE MEDIA 3.1 USB Flash Drives Moser Baer apart from their flagship business of optical media have now moved into the solid state media segment as well and have added USB Flash drives to their range of products in the Indian market. The decision of adding solid state media to there product portfolio was influences by the high levels of demand generated by the working professionals in corporate and SOHO segments. The youth market, which had started picking up in 2004-05, further strengthened, contributing to this growth. Moser Baer has in kitty pen drives with capacities ranging from 512 MB to 4 GB. The high end range with a capacity of 4 GB is capable of holding over 1,000 MP3 songs or high definition images and over hours of MPEG4 video footage.
?
512 MB/1/2/4 GB USB Drive Table 2:Specifications Size : 60X17X7mm(LXWXH) : 8g : Upto 10 years : >100,000 times : Read 10-12 MB/s, Write B MB/s (Max.) Warranty : Lifetime
Features
? ? ? ?
Support USB 2.0 specification Dual level data protection Support partition Hot-removable
Weight Data retention Erase Cycles
System Requirements 1. Windows 98 SE/Me/2000/XP Mac OS 9.0 or later, LINUX kernel 2.4.2 or later 2. Desktop or notebook computer with USB port
Speed
3.2 Memory Cards
Apart from the pen drives, Moser Baer has also launched Memory cards. This product as perceived by Moser Baer will act as a growth driver for the company mainly because of its varied use and high demand. Mentioned below are the different types of memory cards and their usage segments.
Secure Digital Cards Digital Cameras Camcorders MP3 Players MP4 Players Mobile Phones PDAs
Mini Cards Mobile Phones
Micro Cards Mobile Phones PDAs MP3 Players MP4 Players
Compact Cards
Flash
Professional Cameras Professional Recording Gear Digital Cameras PDAs Audio
if used with an adaptor mini and micro can be
converted into a SD card Car Audio Table 3: Types and usage of memory cards Source: www.moserbaer.com
4.PROJECT 4.1 BACKGROUND OF MARKET STUDY ? This project was carried out under the M & ES department and thus was mainly concerned with the optical storage media in which replication services & pre-recorded media offers too.
In pre recorded media Moser Baer has 2 products: 1. Optical Media: This is a well established segment where in Moser Baer has a
strong presence with many big clients in its kitty. Here Moser Baer is offering products like pre recorded CDs and DVDs to variety of client ranging from entertainment to software. The data which is pre recorded is as per customer requirement and passed by the customer itself. 2. Solid State Media: This is a relatively new segment Moser Baer is entering into
and has on offer pre recorded and branded USB flash drives and SD cards. A major point of attraction in this product is that the flash drive/ SD card will bear the name and logo of the client and contain data pre recorded as per client requirements. Being relatively new in this segment Moser Baer is looking for opportunities to penetrate the market and different economic sector which offers a wide scope for such a product is of high importance for the company. For entering into any new market it is very important to have the knowhow of that particular market, the scope and demand of the concerned product in the market. That is the prime reason why the study has been done to identify the scenario in this sector for optical storage media.
4.2 RESEARCH GAPS AND CONTRIBUTIONS Most of the researches available emphasize to a particular sector or a particular device, the project makes the study of all the sector as a whole. Moreover the study carried out would help us know the rising pattern of devices used and its causes in different economic sector. Our study was aimed at providing insight into the different sectors and
its changing scenario towards the use of optical storage media in the promotional activities and retail consumption. The study was expected to reveal the scope and requirements in various sectors in and around NCR for different optical devices.
5. OBJECTIVES OF THE STUDY The study was based on identifying the scenario of optical storage media in the field of different economic sectors for the optical storage media. Below are the two main objectives of the study.
1.
To study & analyze the changing scenario and behavior of customers towards
the optical storage media. 2. To identify the scope of optical storage media in different economic sector
6. RESEARCH QUESTIONS Research questions were framed keeping in mind the objectives of the study and the parameters governing the scope in retail sector under study. • • Profession of customer? What was the monthly expenditure/expanses?
• • • • • •
Daily usage of your portable / important data, in GB? Best way to store your daily portable / important data? Which company storage device you generally preferred? The reason why you choose the product? Would you want to shift for better product? What feature you look for in new product? Research questions were framed keeping in mind the objectives of the study and the parameters governing the scope in business sector under study.
• • • • • • • •
Organization type? Estimate turn over? Number of employees on pay roll? Type of media do you preferred for advertising /promotion? Would you like to use any portable storage device for your organization? Which company storage device you prefer? What are the parameter you considered while selecting your storage device ? Other than the product which most influence you to buy a product?
6.1 METHODOLOGY The entire primary research was open to various Retail & Business sectors in Delhi, Noida, Gurgaon and Ghaziabad and a quantitative protocol was used to conduct it. In order to provide a current snapshot of the market, this protocol involved data collection through a detailed questionnaire (attached as annexure) with a requisite sample allocation to garner comparative opinion from different parts of Delhi NCR region. The questionnaire was designed to elicit valuable information on various parameters.
Sample was administered by at least one research worker through a telephonic & direct interview of about 10-15 minutes depending on the nature and size of respondent is associated. In all 284 samples ,200 retail samples (in which 154 are students and 76 are working peoples) and remaining 54 samples are collected from business institutions and all the complete responses was deemed valid and used for coding. The sample size was small as the study was based on scenario of optical storage device and primarily focused on different economic sectors.
6.2 SAMPLING • • • For the survey simple random sampling was used ensuring that majority areas of In all 284 samples were collected from Delhi, Ghaziabad, Gurgaon, Noida and All questionnaires were administered by at least one researcher and all responses delhi, NCR are covered. Greater Noida. were deemed to be true and valid. 6.3 RESEARCH TOOLS • • No survey is successful without a well designed questionnaire. Field trips were Questions were prepared in consonance with research aims. undertaken to collect the data through questionnaire.
6.4 PROFILES OF THE RESPONDENTS Different sectors of the Population were surveyed to get a holistic view of Optical Storage Media Market. Below is the break-up of the type sectors studied. Respondent profiles Total Sample Survey 284
1)RETAIL a)Students b)Working 2)BUSINESS INDUSTRIES Table 4. Respondent profiles
154 76 54
Fig 8. Profiles of respondents In all 284 samples ,200 retail samples (in which 154 are students and 76 are working peoples) and remaining 54 samples are collected from business institutions and all the complete responses was deemed valid and used for coding. The sample size was small as the study was based on scenario of optical storage device and primarily focused on different economic sectors.
7. CONSUMER MARKET ANALYSIS 7.1 FOR RETAIL SECTOR
Fig 9. Daily average usage of data (in GB) From the above data graph it is seen that more usage of data is among the student group Which is of 4GB and that of working professionals which of 2 GB the high data usage is due to the storage of different data(audio , visuals , movies & academic purposes) while working professional mainly due to limited data usage
Fig 10. preference of storage device in percentage As seen from the above graph in all the expenditure sections (from less than Rs 5000 to Rs 10000 and above ) pen drives seems to have the largest preference of usage amongst its peers i.e CDs, HDDs, DVDs and S D Cards. While S D Cards take the second position in the usage pattern shown above.
Fig 11.: Preference distribution for usage of pen drive From the above graph it is seen that Pen Drives are most popular because of the following reasons: Cost supported by 24% by the population sample Data Transfer Speed supported by 20.37% by the population sample & in least criteria others factors 13.41%(including guarantee/warranty/after sales service etc) by the population sample
Fig 12. preference for usage of SD-card From the above graph it is seen that SD-Cards are most popular because of the following reasons:
portability 22.30% by the population sample Multiple usability by 21.20% by the population sample Data Transfer Speed supported by 21.% by the population sample
Fig 13. market share for storage devices companies As seen from the above graph, the market of the storage device is lead by Kingston with 38.85% of the market share while Moser Baer leads in the second position with 28.02% of market share while HP holds the third postion with 17.89% in the consumer retail market.
Fig 14. shifting pattern of consumers towards newer product As seens from the above graph that 72.72% of population surveyed would like to Shift towrads a newer better product while 27.28% are satisfied with the current product they are using.
Fig 15. feature requirement for future products Above graph shows the requirement wished by the population to be included for a future product which is as follows: 24.10%- want newer product to be much faster in data transferring 23.58% -wants the product to be at a lower price 22.05%- want the product with more space 21.02%-want more data security 9.25% - want better/innovative design (note: above parameter majorly in pen drive section)
7.2 FOR BUSINESS INSTITUTIONS :
Fig 16.sample distribution for Business institutional survey As per data from the above graph, its shows the sample distribution out of 57 Business Institutions out of which: 21.05%- Software companies 19.30%-College/institutions 10.53%-Entertainment /trading/NGO 8.77% - Publishing houses/consumers electronics 5.26%- automobiles/spiritual organization
Fig 17. overall demand of storage devices in Business Organizations From the above graph it shows that overall demand of optical storage media in business organization : DVDs with 35% CDs with 31% Pen drives with 25% Bluray with 9%
Fig 18. Preference of Brands
As seen from the above graph Moser Baer leads with 38% of the market in optical storage market with its peers, while Sony leads in second position with 26% market share and HP in third with 17 % market share.
Fig 19. features looked in a device From the above graph it shows the features that are looked for before the purchase of optical storage media devices of the company by the business institutions : The following percentage shows the preference 31%-look for cost 26%- look for more data security 19%-look forportability 6%- look for multiple usability of the product 3%- look for other facors (include warrantee/guraantee/after sales services etc)
Fig 20.features requirement for futures product in business institutions Above graph shows the requirement wished by the business institution populations to be included for a future product which is as follows: 25.79%- want newer product to be in better price . 19 .86% -wants to stay with the portability also 19.17%- want multiple usage of product 17.80%-want more data security 13.28% -want more data transfer speed in his product 4.10% -others(include warrantee/guarantee/after sales service etc )
Fig 21. effective promotion-mix used by business organizations The graph shows different promotion mix which are used by the business institutions for their promotions some of the major channels showed in the graph are: • • • • • Internet Industry Publication Word of Mouth Trade Shows Advertising
The above graph represents the effectiveness of the channels discussed above, in which Internet has a share of 31%, Industry Publication with 25%, Trade shows with 18% and Advertising 15%. With the distribution above we can see that the optical storage devices which can be used for promotional activities by the Business house, these devices can be used with the most effective channel for marketing such as in • • • Industry Publication Trade Shows Advertising
Which would enhance the marketing effectiveness in such channels for a better promotional activity with the help of technology of the present era. 8. CONCLUSION From the above study we are able to see the changing scenario of optical storage devices in different sector of the economy and of different optical storage devices . we can analysis from the Questionnaire filled by 284 respondents 1. 154 students 2. 76 working professionals 3. 54 business institutions It is concluded that pen drives are the most used optical storage devices among the retail Consumption with its various benefits among its peers such as CDs and DVDs while in Business Institution promotional activities are now also done through the storage devices like CDs and DVDs having the largest share along with pen drives for promotion and self consumption of the enterprise.
9. REFERENCES
1. http://www.moserbaer.com/ 2. www.hindustanlink.com/careertex/delhi.htm 3. www.delhieducation.net/Colleges/ 4. http://www.manifest-tech.com/ce_products/flash_media.htm 5. www.wikipedia.org
10. ANNEXURE
Survey- Questionnaire For Business Institutions
NAME : 1. Organization type ? publishing house ? entertainment ? automobiles ? FMCG ? trading Less then 100 Cr 100-200 Cr 200-500 Cr Above 500 Cr ? software license/customized ? consumer electronics ? spiritual organizations ? Government / NGO
2)
estimated turn over
3) number of employees on pay roll less than 50 50 -500 500-1000 Above 1000
4) Type of media do you used for promotion / advertising ? ? electronic media (television ,radio) ? print media ( newspapers , magazines ) ? others 5) If you use electronic media please specify your preferences rank 1 to 4 ? pen drive ? Blu-ray
? recordable CD ( CD-R) ? recordable DVD( DVD-R)
6) would you like to use any portable storage devices for your organization from the following External hard disk Recordable compact disk(CD-R) Recordable( DVD (DVD-R) Pen drive SD- Card Other YES NO , why .................... (specify)------------
If yes, the brand using belongs to Hp Sony Kingston Moser Baer Sand disk Other ........................... ( specify) proceed to QUE. NO 6)
If NO, would You like to use any portable storage devices for your organization rank 1 to 5 according your usage External hard disk Recordable compact disk(CD-R) Recordable( DVD (DVD-R) Pen drive SD- Card 6) What are the parameters that you considered while selecting storage devices rank 1 to 6 ? cost ? data transfer speed ? multiple usability ? portability ? more data security ? other …… ( warranty /guarantee/after sales service) 7) Other than the product which of the following would most influence you when deciding to buy a product Please tick any three(3) form the following.... Commentary on the internet/website Industry publication Word of mouth Trade Show / events Advertisings Guarantee/ warrantee offers Other ...........................................................(specify)
Survey- Questionnaire for Retail Customers
1. Name : 2. 3. Age : Qualification ? matriculation ?diploma ? graduation ? post graduation 4. Profession ? student ? working Monthly expenditure ? less than Rs 5000 ? Rs 5000 –Rs 8000 ? Rs 8000 - Rs10000 ? Above Rs 10000 Daily usage of your portable / important data ?1GB ?1GB-2GB ?2GB & above What is the best way to store your daily portable/important data? ? external hard disk (HDD) ? recordable CD (CD-R) ? recordable DVD ( DVD-R ? pen drive (USB) ? SD-Card (memory card ) Which company storage device you generally prefer & specify with capacity in GB ? ? Hp ? Moser Baer ? Kingston ? San Disk ? Sony ? other. ________ (specify) You choose the above product because of , (Please Specify your preference from 1 to 6 ) ? cost ? portability
5.
6.
7.
8.
9.
? data transfer speed ? more data security ? multiple usability ? other …… ( warranty /guarantee/after sales service) 10. Would you like to shift to a better product then the present product. ? Yes ? No (Reason) ……………………………………………………………………………. 11. If YES , please tick the feature you are looking for, (Please Specify your preference from 1 to 5 ) ? better cost ? more secure ? more space ? data speed rate ? design
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