ABSTRACT HCL Infosystems, India's premier information enabling and integration company. The market penetration strategies and techniques followed by HCL are explained in this study.HCL Infosystems focuses on the ever-growing segment in Imaging, Telecom and Communication products solutions and services. The 3 decade old enterprise, founded in 1976, is one of India's original IT garage start ups. HCL is a leading global Technology and IT Enterprise with annual revenues of US$ 5 billion.

Table of contents Page Acknowledgements Executive Summary Overview 1. Literature review 2. Company History 3. Research Methodology 3.1 Objective Of Study 3.2 Research Problem And Research Design 3.3 Data Collection 4. Data Analysis & Graphical Data Interpretation 5. Marketing Strategy 6. The Decision Making Process 7. Finding & Limitation 8. Suggestion & Recommendations 9. Conclusion 10. Bibliography 11. Questionnaire 24 36 50 55 57 59 61 62 3 5 7 8 15 20

on the other hand one can make a simple expression of gratitude.” I had a nice moments with HCL Infosystem during my five week’s summer training. I take the opportunity to express my gratitude to all of them who in some or other way helped me to accomplish this challenging project in HCL Infosystems Ltd. I have made good relation with so many people in frontline division where I did my project & other division. No amount of written expression is sufficient to show my deepest sense of gratitude to them. It was the time when one can apply the theoretical knowledge for the practical purpose. It was good news for me.Acknowledgement “Acknowledgement is an art. corporate and about the organization culture. one can write glib stanzas without meaning a word. It was golden time to know the real corporate world. Firstly I got summer placement for enjoying my summer training from HCL Infosystem. India's premier information enabling company. Industrial training is an integral part of any Master of Business Administration program and for that purposes I had joined a company what else can be as good as HCL Infosystems Ltd. The experience which I got during these days was tremendous. Everybody over there I found nice & helping. . Before that every moment I had only bookish knowledge about the organization. the experience I have got from my project will be very helpful to enrich and nourish my career. Really.

the UK. ERP implementation and software development. This also includes a complete portfolio of systems and network services for Facilities Management. India's premier information enabling and integration company. This Certification will enable them to further excel on the stiff service targets that they have set to achieve. Workforce ac HCL are happy that HCL Infosystem has been able to provide services of international standard to customers across India. maps into building a long-term and sustainable growth path based on the high-margin. This also includes a complete portfolio of systems and network services for development.EXECUTIVE SUMMARY HCL Infosystems. Australia and Malaysia. For this. Systems Supports and network and Internet Implementation. The menu of HCL Insys global services broadly covers IT consulting and professional services in the area of vertical applications. Helpdesks. too. HCL Infosystem completed acquisition of FEC Singapore Pvt. high value-add IT services sector. has received the ISO 9001:2000 certification specifies requirements for a quality management system where an organization needs to demonstrate its ability to consistently provide product and services that meets customer and applicable regulatory requirements. technology integration. The next step was expanding its reach globally. HCL Infosystem has set up five overseas subsidiaries-in the US. Ltd. In fiscal 2000. including processes for continual improvement of the system and the assurance of conformity to customer and applicable regulatory requirements. . Singapore. the company’s focus was on organic growth as well as acquisitions. ISO 9001:2000 also aims to enhance customer satisfaction through the effective application of the system. The Company’s acquisition strategy.

novell and SCO AG solutions. DBS bank. Red hat. Today the company has aligned its operations into five entities that offer seamless linkages for the customers seeking entry into the wired world through total the Integration solution and services. Consumer services include dialup PSTN/ISDN Internet access. Intel for PC and PC server building blocks. security. HCL Insys chosen platform of total technology integration lends itself to some very significant alliances with the global leaders. Microsoft. Telecom and Communication products solutions and services. Now it has an exclusive sale and support partnership with Toshiba Corporation. HCL Infosystems product portfolio covers a range of other office automation and communication products through alliances with world leaders. for sales and servicing of its imaging and photocopier products. SIA. The Managed Network Service offerings for corporates include VPNs. 24/7 Network Operations Centre monitoring and a host of value added networking services. and AMAL insurance Jurong Port in Singapore and Malaysian’s BSN commercial bank.HCL Insys global customers include Samsung. Among its partner are HP for high end AISCE/UNIX services and workstation and HP Open view network management solution. Pivota for CRM solution and ORACLE Sybase and Informix for RDBMS platform. Co Location/ hosting. HCL Infosystems focuses on the ever-growing segment in Imaging. CDNs. technical and consumer help desks. Maybank life assurance charted semiconductors. ASP offerings. corporate internet telephony solutions. Linux. . Government of Singapore. Japan. Samsung.

Remote Infrastructure Management. Enterprise and Applications Consulting. HCL Technologies ( www. The HCL team comprises 62.hclinfosystems. Its range of offerings span R&D and Technology Services. The HCL Enterprise comprises two companies listed in India. Systems Integration and Distribution of Technology and Telecom products in India. . HCL has global partnerships with several leading Fortune 1000 ) and HCL Infosystems (www. founded in 1976. is one of India's original IT garage start ups.000 professionals of diverse nationalities.OVERVIEW HCL is a leading global Technology and IT Enterprise with annual revenues of US$ 5 The 3 decade old enterprise. including several IT and Technology majors.hcltech. BPO services. IT Hardware. operating across 26 countries including 500 points of presence in India.

The graph of sales of these respective product lines is the best in the industry as compared to their competitors. As I had to consult the Channel partners. The best way to achieve this is by gaining competitors' customers (part of their market share). the company I got is a true follower of the various principles of management and also one of the leading companies in its segment of the industry. I did my summer training project at HCL Infosystem Ltd. The working environment that I was being provided was extraordinary and helped me a lot in delivering my work properly and with full potency of mine. Market penetration is one of the four growth strategies of the Product-Market Growth Matrix defined by Ansoff. HCL Infosystems Ltd is one of the renowned names in the Software and Hardware sector of computer industry. in the beginning. This helped me a lot in getting a good deal of exposure. Other ways include attracting non-users of your product or convincing current clients to use more of your product/service (by advertising etc). Ansoff developed the Product-Market Growth Matrix to help firms recognise if there was any advantage of entering a market . where I found all the professionals are very much committed to their work as well as they were all professionals enough. Market penetration occurs when a company enters/penetrates a market with current products. But the cooperation of my superiors at the work induced confidence in me to deal with my problems whenever they came. I felt myself. Chandigarh. in a bit problem.LITERATURE REVIEW Doing training was really an opportunity before me when I could convert my theoretical knowledge into practical and of real world type. Fortunately.

“the air of . Most buyers are showing a distinct preference for meeting salespeople on their computer screens rather than in the office. channel.What Does Market Penetration Mean? A measure of the amount of sales or adoption of a product or service compared to the total theoretical market for that product or service. Salespeople are traveling less. A business as having a robust strategy when it has strong points of difference from competitors’ strategies. and channels. A Company doesn’t really have a strategy is it performs the same activities as its competitors. Quality is when our customers come back and our products don’t. not long-term history. where the buyer and seller see each on their computer screens in real time. and geographical unit. Marketing has the main responsibility for achieving profitable revenue growth for the company. and select market opportunities and lay down strategies for achieving eminence if not dominance in target markets. Most companies now outsource 60 percent of their activities and requirements. Companies are now focusing attention on their most profitable customers. and airlines are shrinking in size. products. product. It is simply operationally more effective. Customers are increasingly choosing vendors on the basis of long-term value. Companies have finally managed to get their accounting departments to generate real numbers on profitability by segment. The amount of sales or adoption can be an individual company’s sale or industry while the theoretical market can be the total population or an estimate of total potential consumers for the product. They are formulating reward packages for their more profitable customers. An increasing amount of personal selling is occurring over electronic media. only a little better. individual customer. Marketing must identify. evaluate.

Marketing is the homework that managers undertake to assess needs. learn from product sales results. . measure their extent and intensity. and continually improve the product based on customer feedback. and this will affect their interest in the company. solicit customer reactions to proposed new product designs. work closely with other departments on new projects. improve product appeal and performance. The product that is ordered may arrive in a defective condition because manufacturing standards were product that is ordered may arrive in a defective condition because manufacturing standards were loose or the product was packed poorly. The product might arrive later than promised because of faulty inventory information.” …marketing’s task is to discover unmet needs and to prepare satisfying solutions. trying to find new customers. All those glitches can happen when other departments are not focused on satisfying the customer. and determine whether a profitable opportunity exists. Marketing cannot be equivalent to selling because it starts long before the company has a product. benchmark competitors’ products. The invoice may puzzle the customer because the accounting department added unexplained charges. A customer may phone the company and find it difficult to get information or reach the right is to make selling superfluous. The other departments might think the marketing department’s job is to “manufacture and satisfy customers” while they take care of their own operations.” Any department can treat customers well or badly. “Marketing is far too important to be left only to the marketing department. A truly customer-oriented R&D department would have its people occasionally meet customers. Marketing continues throughout the product’s life. and manage repeat sales. Selling occurs only after a product is manufactured.

This strategy adopted by the firms to raise their sales revenue without making changes in the products or services. sales promotion and perhaps more resources dedicated to personal selling • Secure dominance of growth markets • Restructure a mature market by driving out competitors. Only customers can!” In marketing there are so many theories and strategies to use for the specific time and products.“Companies can’t give job security. A market penetration strategy seeks to increase market share of the current product or services in the existing market. In this marketing strategy both product and the market are old or we can say current market and current product. . Market penetration is one of the strategies from ansoff’s matrix. advertising. supported by a pricing strategy designed to make the market unattractive for competitors • Increase usage by existing customers – for example by introducing loyalty Schemes. The other dimension of market penetration is the existing market which means firm already offering products or services to the customer but can forecast that the existing sales figures can be improved by working on marketing penetration strategy. Market penetration seeks to achieve four main objectives: • Maintain or increase the market share of current products – this can be achieved by a combination of competitive pricing strategies. this would require a much more aggressive promotional campaign. Market penetration is the name given to a growth strategy where the business focuses on selling existing products into existing markets.

bio-medical engineering. During this period. developed over 28 years into multiple practices . India was a black box to the world and the world was a black box to India. The 80's saw HCL developing know-how in many other technologies. wireless. The business is focusing on markets and products it knows well. increase distribution and promotion of products. This micro-computer virtually gave birth to the Indian computer industry. and many more. operating systems. . During the last eight years. more expenditure in marketing and advertising activities will results in increasing sales. It is likely to have good information on competitors and on customer needs. three years ahead of Sun and HP.semi-conductor. In 1978. Increasing sales force. HCL has a 3 decade rich history of inventions and innovations. that this strategy will require much investment in new market research Born in 1976. HCL's R&D was spun off as HCL Technologies in 1997 to mark their advent into the software services arena. therefore. automobile. HCL's in-depth knowledge of Unix led to the development of a fine grained multi-processor Unix in 1988. It is unlikely. avionics. A market penetration marketing strategy is very much about “business as usual”. HCL developed the first indigenous micro-computer at the same time as Apple and 3 years before IBM's PC. a firm should go for this strategy only if any below of the desirable situation exists. It is not guaranteed that market penetration fully works after investing in sales and marketing of products and services. HCL has strengthened its processes and applied its know-how. telecom technologies.Market penetration strategy can be implemented by offering sales.

the company was out selling its major competitors. Shiv nadir and five of his colleagues got together and 1975 set up a new company MICROCOMP to start with. the company was able to secure a better financial position for itself and opened two additional offices in Calcutta and Mumbai .83 Lacs.1. 1976 HINDUSTAN COMPUTERS LIMITED was incorporated as joint venture between the entrepreneurs and UPSCE. For over quarter of a century. Micro comp marketed calculators and with in a few month of starting operation. HCL become the largest computer system and services company in India. they started to capitalize on their marketing skills. and manages the network for Asia's largest stock exchange network apart from designing zero visibility landing systems to land the world's most popular airplane.After 8 years. with its origins in 1976. We have been in the forefront in introducing new technologies and solutions. In the early 70’s a group of young and enthusiastic and ambitious technocrats embarked upon a venture that would make their vision of IT revolution in India a reality. HCL Infosystems Ltd is one of the pioneers in the Indian IT market. HCL sells more PCs in India than any other brand. the company faced many challenges in growing and expanding its business. runs Northern Ireland's largest BPO operation. we have developed and implemented solutions for multiple market segments. . across a range of technologies in India. wit an initial equity of Rs.Today. On 11th August. Despite HCL’s rapid success. Before long.

” .SCOPE OF THE STUDY Vision Statement “It is the most preferred employer and principal taking leading edge IT products and services to the masses through sustained excellence. inventory levels.” Quality Policy Statement “We will deliver defect-free products. every time. services and solutions to meet the requirements of our external and internal customers the first time. reducing the BR cycle.” Mission Statement “We shall increase the shareholders value by improving the PAT through free cash flow. wastage.

1997: The Company commissioned its second state-of-the-art manufacturing facility at Sedarpet near Pondicherry. To meet critical requirements within 4-5 hours. We have been in the forefront in introducing new technologies and solutions. supported by Test and Repair Centres which reduces the inventory level and increases the spares availability at any time. tight liquidity position in the market political uncertainty coupled with deferment of capital expenditure by the Government Departments. Electronics Instruments. we have developed and implemented solutions for multiple market segments. 1996: The performance was adversely affected due to rise in dollar exchange rate. 1989: The company entered into an agreement with Hewlett Packard of US for the sale and leaving of the Super Mini and Mainframe computers to be manufactured by Hewlett in India. across a range of technologies in India.COMPANY HISTORY HCL Infosystems Ltd is one of the pioneers in the Indian IT market. The object of the company is manufacturing of and leading in complete range of Mini Computers Micro processor based systems. The highlights of the HCL saga are summarized below: 1986 :The company was established on 17th April. the company has tied-up with Indian Airlines to deliver spares in major metro cities. For over quarter of a century. Micrographic and reprographic equipment and manufacturing and marketing of electronic EPABX systems and electronics Teleprinters. The Company has the largest network of spare-stocking locations. . with its origins in 1976.

the Internet services subsidiary of HCL Infosystems. Ajai Chowdhry as Chairman and Chief Executive Officer with effect from 5th November. . has launched the Nokia professional Centre (NPC) in Chennai as part of the expansion program to open Nokia centers in India which will enable customers to choose the right model and accessories suiting their life style. HCL Infinet. have set up a joint venture called Asian Age Infinet. HCL Infinet Ltd. the Internet start-up of HCL Infosystems. The Company entered into an agreement with US-based In focus for distribution and technological support of the latter's data and video projection products in the country. HCL Infosystems has entered into a tieup with Broad Vision for providing personalized e-business applications to is clients. HCL Infosystems Ltd has launched in India the Swedish major Ericsson's Generation X Business communication too. has tied up with UBS Publishers' Distributors Ltd. "Next Call Centre". to sell books online through its soon-to-be-launched portal. HCL Infosystems Ltd. and media group.1998: The Company tied-up with Intel Corporation for Server technology.. resulting in the introduction of the Infiniti Global Line range of PC Servers which incorporate building blocks from Intel and are integrated and tested extensively for Indian condition. 2000: HCL has launched a new range of PCs (Ultima and Elite models) under its Beanstalk range of PC's at its Pondicherry plant. one of the largest distributors of books in the country. Asian Age. 1999: The Board of Directors unanimously appointed Mr..

com.. targeting new market opportunities in segments such as Internet service providers. HCL InfiNet Ld. 2002: HCL Infosystem joins hands with Sun Microsystems India to provide end-to-end solutions to business. banking and finance. www. HCL Infosystem says it is the No.hclinfinet. in association with Citibank to enable customers to carry out secure transactions online including buying Internet access. 2005 .business solutions program.1 PC Co in India in 2001.2001:HCL Infosystems and Intel have jointly launched an e. 2004: HCL Infosystem forays into digital entertainment sector HCL touches one lakh milestone in desktop sales HCL Infosystem ties up with Union Bank 2005: HCL Launches Micro Balanced Technology Extended (BTX) Form Factor for desktops in India on February 10. 2003: HCL Infosystem receives the project to completely automate the Value Added Services (VAT) of Andhra Pradesh. the Internet services subsidiary of HCL Infosystems.the Singapore-based IT systems and technology developer. application service providers. has launched an authenticated payment gateway for its portal. HCL Infosystems is setting up a managed off-shore development centre at its NOKIA software development facility for Stretch Systems -.

Its manufacturing facilities are versatile & adaptable.000 PCs. and can very quickly scale up the production or shift the emphasis from one model to another. racks and cabinets. the price gap between organized and unorganized segments has shrunk. Keyboards. HCL Infosystems' products offerings include everything from high-end enterprise level servers for mission critical applications to multimedia home computers. which gives following strategic advantages: • Proximity to Chennai port and proximity to vendors • Tax benefits • Established outward transport network • Economical & skilled labour Having an annual capacity of over 300. and hence there remains immense potential for growth PC Manufacturing PC manufacturing plants are located at Pondicherry.Products and solutions HCL Infosystems' portfolio of products covers the entire spectrum of the information technology needs of its customers. benefiting HCLI. it is more than geared up to meet the company’s current & future demand for Desktop PCs & Servers. HCL India has 6 manufacturing facilities with an annual capacity of over 300. With basic customs duty down to zero on microprocessors. plus production of Servers. Terminals. The company augments this backward integration with India’s largest network of sales and service locations – more than 5 times its nearest MNC competition. hard disks etc. Color monitors. Some of these facilities enjoy tax benefits for another 2-3 years. 59% of the commercial market is still gray.000 units.. By virtue of the immense diversity of markets and customers that it addresses. .

Asian Paints. of Posts . BSNL. They use this strategic edge to launch new technology ahead of competition in India HCL enjoy considerable market share in segments like Government. State Bank of Maharashtra. ITC and Assam Electronics Development Corporation LTD (AMTRON). It has rate contracts with– NIC. Dept. validating the excellent quality processes that go in the design & manufacturing of its Desktop PCs & Servers. DGS & D. Syndicate Bank. Andhra Bank. Indian Overseas bank. It has created credibility with its customers that have consistently resulted in repeat business. Relationships & Base of Executed projects Strong relationships with customers. SBI. High Court (Madras). NICSI. Banking & Finance and Education & Research.The manufacturing facilities were first in India to get ISO 9001-2000 certification. Corporation Bank. Sahara India Parivar . Punjab & Sind Bank. South Central Railways.DGS & D. The company gets access to global best practices and a head start in technology due to strong relationships with its principals. ONGC. Punjab National Bank. Some recent large orders bagged by us on the enterprise front are from Canara Bank. principals and associates have helped HCLI attain the leadership status that it enjoys today.

which was conducted by HCL infosystem want to know about the right picture of market of Chandigarh region? This work study provides extensive information about the position of company’s brand in Chandigarh. By the specific survey. Every age of group like it. This is end & last feedback for any kind of organization.RESEARCH METHODOLOGY Title of Study The title of the study is “Marketing penetration Strategy of HCL for CHANDIGARH Region an analysis & prognosis”. Object of the work Use of computers has increased tremendously in India. now days it become a household necessary item. . In field of marketing many kind of surveys are conducted by HCL team time to time. Type of Research Exploratory Because I am this research I am exploring the strategies of company. According to the title the research problem is “What are marketing strategy & sales promotion techniques of HCL for retailers in market”.

2. Core Values ♦ ♦ ♦ ♦ It is uphold the dignity of individual It is honour all commitments It is committed to quality. to provide job security based on their performance.OBJECTIVES OF THE STUDY Management Objective To fuel initiative and foster activity by allowing individuals freedom of action and innovation in attaining defined objectives. HCL Corporate selling and feedback and market share of HCL and compared to other IT companies. to recognize their individual achievements and to help them gain of satisfaction and accomplishment from their work. . which they make possible. The business of HCL and the company through its researchers wants to know the potential in order to expand and retain its market share. People Objective To help HCL Insys people share in the company’s success. RESEARCH PROBLEM 1. Innovation and growth in every endeavor It is responsible Corporate Citizens.

DEVELOPED THE RESEARCH FRAME: This included deciding upon various aspects for the project on which the entire research is based. SECONDARY DATA Is being search sites like magazines. newspapers. Secondary sources being the internet as the medium and the official sites of the companies of IT sectors and corporate selling and feedback of HCL. websites and the data has been collected through other approaches DATA COLLECTION The researcher collected information through the official websites. .RESEARCH DESIGN Determined the Information Sources: The researcher gathered data through secondary sources. magazines and journals. The research frame included: NATURE OF STUDY The project on which the researcher worked is descriptive and inferential in nature DATA SOURCE: The researcher took the help of both primary as well as secondary sources. search and research through place where today's computer has been mostly used. journals. PRIMARY DATA Is collected through questionnaire. Secondary sources being interaction with various IT people of the selected and has been chosen for the research by the researcher.

The researcher for the research used a Questionnaire cum Schedule for market research for both the segments horizontal and vertical. SAMPLE SIZE Sample size for the research is fixed. The Questionnaire was prepared by the researcher and Schedule was provided by the company in which the researcher did its research report. .Instrument Used The researcher for the research used a Questionnaire cum Schedule for market research for both the segments horizontal and vertical. That is the HCL companies and corporate selling and feed of HCL in comparison between other IT sectors. It counts to 50. The Questionnaire was prepared by the researcher and Schedule was provided by the company in which the researcher did its research report.

DATA ANALYSIS & GRAPHICAL DATA INTERPRETATION Profile of the Respondents: The pie charts and bar graphs below indicates the profile of the 50 respondents that were surveyed:

Age wise profile of the respondents


20% 34%


40 and above

Gender wise profile of the customers?

42% 58%
male female

Income profile of the customers

13% 20% 27% 40%





Total market share of different PC/Laptop brands



9% 36%




From the pie chart it is very clear that majority (46 percent) of the total respondents own a computer from Hewlett Packard, followed closely by HCL Infosystems (36 percent). Thus, HP was found to be a leader in consolidated market share of PC and Laptops in the city. Satisfaction level of the customers of different brands



9% 36%




The major reason for dissatisfaction is poor service (60 percent) and poor performance (40 percent) Sales promotion offers best communicated through .Major reason of dissatisfaction poor service 40% 60% poor performance The major reason for dissatisfaction is as shown in the graph above.

This gives an insight that the media that can be effective in conveying sales promotion offers is print media (magazines and newspapers). .television 20% 30% 50% magazine newspaper As is evident from the graph majority of users (100 percent) and non-users seek Magazines and Newspapers for getting information about latest sales promotion offers. If we look at another feature that has been brought out by the survey is the fact that majority of people buy by looking at a feature in newspaper.

Thus it can be said that price discounts are a hot favorite amongst buyers of IT products and services as an incentive to buy. Freebies or free gift offers were also quite successful in raking in customers to buy. The most effective sales promotion tool for potential customers 13% 13% 47% 27% always sometimes cant say never .The most successful offer 45% 55% discounts freebies From the bar chart we can ascertain that majority (55 percent) of those who bought a computer/laptop when there was a sales promotion offer did so by getting attracted to “Price Discounts”.

. whereas 72 percent were positive about buying when there was a freebie attached to the offer.74 percent of the respondents were positive about buying when there was a price discount offer. Dealer Influence while buying computer/IT products 13% 20% 67% always sometimes never From the graph we can interpret that 67 percent of the total respondents feel that the dealer always influences them when they buy a computer or IT product.

Reason why computer/laptop/IT product is bought/upgraded Change in technology 13% 20% 67% agree disagree cant say From the graph we can say that IT product users are divided over whether Change in technology is a reason for them to upgrade their computers. On the contrary.This shows that change in technology is a factor highly considered by nonusers who are planning to buy soon On Requirement Base . change in technology is a definite reason to buy . for the first time buyers.

This ascertains that mandatory requirements at workplace for upgrading or buying are not a strong reason to buy/upgrading a PC/laptop at home Promotional offers an incentive to buy 36% 64% agree disagree .25% 50% 25% agree disagree cant say Majority of users and non-users (45 percent and 50 percent) disagree to the fact that mandatory requirement is a reason to by or upgrade the PC/laptop.

Thus it is quite clear that promotional offers are a definite incentive to buy for the customers What type of computers do you use? 27% 73% branded assembled It was observed that almost 73% of the people use branded computers or other gadgets for their business purpose.As evident from the graph both users and non-users find “Promotional Offers” a strong reason to buy a computer/laptop. Hence can be concluded that more people want branded products as they are not ready to compromise with the quality and services being provided. ROLE OF ADVERTISMENT .

television. internet in computer has become a one of big source to promote a thing. Advertisement plays a great role in making a good popular as it makes people aware of the product. When a new product is launched. When a new product enters the market it needs a lot of promotion. In old days. So. Promotion can be done by different ways. advertisement in newspapers. There was no much variety. even then the advertisement is needed. There were also limited means of advertisements. a lot of things have to be done like free offers. its benefits and price. The budget and the sources decide which will the best medium to advertise for a company. distributing pamphlets. His tastes and preferences have undergone a big change.Consumerism is the new word of today’s market. Technology has further improved ways to advertise a thing. Now. consumers good or any other accessories. Technology was not much developed. more modern means like television and computer have come in every house. This is a great means to advertise articles whether it is clothes. people generally have a very limited choice. It is the consumer who is decision maker of any product. we find wide variety of goods. The only means of advertisement was through radios or newspapers. There are various ways of advertisements like putting hoardings on the walls near residential areas or ad on radios or television. There are a large number of companies manufacturing the product. . So it is the consumer who decides the final choice he has made. when we go to the market. television play a great role in promoting it. An advertisement is a means to promote a thing. When a product is further improved. Even a small thing like soap has too many varieties and brands. it needs some media through which it can be promoted. For promoting a product whether it is raw material or finished product. Market belongs to the consumers and he is the king. introduction of products in the market. In today’s world.

MARKETING STRATEGY . Digital techniques have given classifieds a new spice. the more effective it would be. Very cheap rates for any kind of classified advertisements will be charged. If any new website or a business or any upcoming institution which has been just launched. We provide you various offers so that you can advertise through this website. it needs to be introduced to the consumers. Proper and clear flow of information plays a great role in today’s business world. The type of classifieds has also changed. The more precise and meaningful is the message contained in the advertisements. This website can provide you with a solution to your problems. Multimedia is the new in thing. Here is something for the people who wish to advertise.Now it is not always a product which needs popularity. More and more techniques are now coming in add world. The more use of colors and graphics have made ad world more effective. There are very effective templates and designs you can select for your advertisements.

Mr. offers its customers technology solutions across multiple platforms. a technology integrator. This is as a result of its expertise in developing stateof-the-art indigenous enterprise solutions. Differentiate itself with their successful marketing strategy. "As part of our strategy to sustain the number one slot. understanding of the networking technology. PCs are acting as entertainment centers with TV functionality. attractive price points and economic stability propelled PC growth. We hold numerous user meets across the country every year to get customer feedback and these new launches are a result of this painstaking. in this way HCL Infosystem Ltd. we plan to introduce new products that have been designed bearing the customer needs in mind. its design capabilities in product engineering. yet rewarding exercise. They introduce their product forcibly. At present in the market many of telecom companies are running their business. Paul added. . So there is no doubt in government purchases. 6 software export factories and a state-of-the-art manufacturing facility. telecom technology's position relative to these drivers: Price: HCL Infosystem Ltd adopts a strategy to sell their product on DGS&D rate contract these are the government approved rate contract. Pent-up demand. integrating diverse hardware components and its access to specialised technology for turnkey projects through partnerships with various world class players. supported by the digital sound experience and large screen displays. HCL Infosystem Ltd. With a definite and distinct focus on enterprise solutions and personal computers. Now days every companies playing strategies so as to attract customers and increase revenues and also customer base." HCL Insys. HCL Infosystems (HCL Insys) has direct customer service centres at 143 locations.

Features: Within the given product module. IP PBX. Product Flexibility: HCL Telecom Technology will strive to maintain a lead in the ability of the operator to easily add schemes and re-configure the system. Vendor Experience: HCL Infosystem Ltd. In addition. Australia. company introduce best business communication technology ie. tadiran Coral etc. HCL Telecom Technology will maintain an open environment. HCL Infosystem Ltd has a joint venture with best vendor and suppliers of like Aastra. HCL technology is easy to install & easy to use. In this way company provide best services to their customer. HCL Insys is setting new standards of information technology in India REVISITING THE LOW-COST PC MARKET . will follow a stepped strategy to be sure we under-commit and over. With a mission statement to provide world-class information technology solutions and services to enable its customers to serve their customers better. The company has recently set up an Internet subsidiary called HCL Infinet Limited that will provide value added Internet services in the B2B and B2C areas. HCL Insys has five overseas business entities in US. Singapore and Malaysia. while its software development processes have achieved SEI CMM Level 4. UK. HCL Insys manufacturing process are ISO 9001 certified. it consist number of feature. Service Offering: HCL Infosystem is only a company to provide direct customer services to their customer.deliver to our customers.

but in vain.000 PC appeared (introduced by Compaq). or the much-talked about handheld device. iStation. says that if the price point of a PC comes down between Rs 5. those propagating low-cost computing solutions have taken a different route. However. For nearly a decade this dream has struggled to become a reality. director for International Marketing at VIA attributes this sudden interest by vendors to the "real growth potential" of the low-cost PC market. this time around. India Inc.000 PC (5KPC). and now they are actually seeing that there is demand in that space and they are buying into it. the Simputer—all brilliant concepts that have not quite made it commercially yet.A computer at nearly one-third of current prices is a dream for most Indians. And yet. people wondered if the price point was for real. Be it Wipro’s Janata PC. PC manufacturers are excited. And since then there has been a continuous push down in the price points for PCs. buyers are not holding their breath for these devices." he says . which is a sign of commoditisation of the industry. Chris Ann Fichardo elaborates on the difference .000 per user. The company netcore is doing groundbreaking work to make possible the Rs 5. For experience has proved that expectations are seldom met. Even institutions like the IITs are enthusiastic. This potential gains further significance when one realises that the present market size is just two million PCs a year! In the last 20 years the installed base has barely crossed six million PCs in India. India has the ability to absorb 10-20 million PCs a year for the next several years. Users are expectant. "I remember five to seven years ago when the first $1. The reason: India’s dream of an affordable PC (priced below Rs 10.000) is ready to hit the market. According to Richard Brown.000 to 10. has made many noteworthy attempts in the past to introduce low-cost computing solutions. The buzz is in the air again. iNabling Technologies’ e-mail device. For a long time the industry has resisted moving to lower price points.

but they need to decide on an unambiguous competitive pitch. TCO. but the horrible spectra of negative growth. Linux might gain ground in the government and defence sectors. Depreciation period of IT products should be reduced to further boost growth. manageability and multiple levels of redundancy. Service and support is going to be a critical aspect of vendor strategy. The enterprise space will witness more stress on security. Consumers are shifting their focus of PC computing from an average system to one that is closer to a high-end system and upwards.CHANGING TRENDS IN PC MARKET With prices of PCs being slashed. The need for the most powerful multimedia computers is increasing. Indian brands will survive. Unicode will drive PC penetration into rural markets PC MARKET: TOP TRENDS PC market revival may happen in second half of this year. both in the consumer as well as in the commercial space will demand better service levels from vendors. The notebook market will show significant gains in 2002-03. . which will offer affordable innovation will gain market share. by Indian and MNC players alike. Thrust into the B & C class towns will be aggressive. or a gentle trough. the education sector is expected to see a high demand for personal computers. If you want to know what the future holds for the Indian PC industry. the one fact you cannot afford to ignore is the current slowdown not just falling growth. The desktop space will see more and more entertainment-oriented features getting integrated into the normal PC. Post-Budget PC prices will remain constant or rise marginally. among others Companies. Customers.

HCL Infosystems. and as of now. and in all probability. Yes.6 percent. which is traditionally a high sales quarter. according to George Paul. thanks to increasing memory prices. one of the most important trends in the Indian PC business is the sight of MNC vendors turning leaders. promises of a rosier future do. But then. And in business. and some even pointed out that prices would rise. sales have picked up in the JFM quarter. and the company’s leadership position seems in no immediate danger. and HCL will become No 2 to an MNC behemoth that will then control almost double of HCL’s market share. but it’s not insurmountable either. PRICES DO AN ABOUT-TURN Immediately after this year’s Budget. is as Indian as they come. According to industry association MAIT’s president Vinnie Mehta. that’s history. head-marketing. history is not what sells. That should be one of the key differentiators between last year and the financial year ahead PC prices are not likely to come down. the leader in the desktop segment. which currently stands at 8. All it will take is the HP-Compaq deal going through in the United States. While everyone . they’re hoping that this will be a sustained phenomenon in spite of a lacklustre Budget that did almost nothing to push up demand for PCs. will actually see marginal rises TRIUMPH OF THE MNC BRIGADE In recent times. HCL Infosystems.The near panic the industry witnessed in the wake of this terrible time was reflected in the price slashes and bundling offers anything to kick start stagnating sales graphs was acceptable. And that took the PC to almost commodity status in India. most PC vendors said PC prices would remain constant.

Retail’s still in vogue. BIG BUYERS MATTER While the move to B & C class cities attracted attention. this issue generates a lot of heat and passionate arguments. ANYONE Mobile computing is also expected to have some effect on the PC market in the coming year. MAJOR PLAYERS IN THE MARKET HCL .admits that the market share of MNC brands has gone up. and mostly at the expense of Indian brands. the biggest buyers of PCs pretty much remained constant. Another segment expected to contribute significantly to PC buying this year is the telecom sector. this may just be the beginning of things to come in the Indian PC market. The honours go to the government both at the Centre and the states. and they’re expected to continue to be the saviours of the beleaguered PC industry this year too. and the banking and financial sector mainly PSU banks. And in many ways. MOBILE COMPUTING.

Walkman personal stereo (1979). or “Tokyo Telecommunications Research Institute” to the billion dollar global conglomerate that it is today. Blu-ray Disc recorder (2003) and PlayStation 3 (2006). The main objective of the company was to design and create innovative products which would benefit the people.D EL L IBM AND COMPAQ SAHARA SONY Sony's Story It was in 1946 that Masaru Ibuka and Akio Morita together with a small team of passionate and committed group of employees started to build “Tokyo Tsushin Kenkyujo” (Totsuko). the innovative company went on to create other hit products which won the company widespread recognition and international acclaim as a truly global company known for its quality and innovative products. PlayStation (1994). It was in 1946 that Masaru Ibuka and Akio Morita together with a small team of passionate and committed group of employees started to build “Tokyo Tsushin Kenkyujo” (Totsuko). Significant product milestones included Japan’s first transistor radio (1955). Trinitron colour television (1968). Handycam videocamera (1989). or “Tokyo Telecommunications Research Institute” into the billion dollar global conglomerate that it is today. From early attempts at creating products like the rice-cooker to the later success of creating Japan’s first magnetic recorder. .

It is the official distributor and Original Equipment Manufacturer (OEM) for a variety of top international vendors. Owned by Sahara Holdings group. Durban & Port Elizabeth. Sahara Computers is currently the largest operation of its kind in Southern Africa. company boast an annual turnover over 1. it was in 1958 that the company formally adopted “Sony Corporation” as its corporate name.The company name of Sony was created by combining two words of “sonus” and “sonny”. South Africa. Used in combination. An accredited member of the Proudly South African campaign. the Sahara business network stretches across South Africa to include Cape Town. The company is owned by Sahara Holdings. Sony is supposed to represent a very small group of young people who have the energy and passion towards unlimited creations and innovative ideas. with offices across EMEA. Sahara Holdings strictly adheres to the principles of Broad-Based Economic Empowerment and established itself among the frontrunners of empowered organizations within the ICT sector when . The other word “sonny” means little son. SAHARA COMPUTER Established in 1997 Sahara Computers assembles and markets computers & peripherals through a global distribution network that covers established and emerging markets. the name Sony. Easy to pronounce and read in any language. The word “sonus” in Latin represents words like sound and sonic.4 billion Rand. a fully BroadBased Black Economic Empowered entity. fits comfortably with the spirit of freedom and open-mindedness. the U. The company has established a strong presence globally. including Nairobi & Mombassa in Kenya and Botswana. Dubai. and is based in Johannesburg. which has a lively ring to it. With the far-sight of expanding worldwide.K and China.

Sahara Distribution Pty Ltd. and Afripalm Consortium. DELL COMPUTER Dell confirmed its participation in an empowerment deal valued at R640 million in 2006. or can diminish Dell's understanding of customer expectations. Dell could best understand their needs and efficiently provide the most effective computing solutions to meet those needs. the longest-tenured executive to lead a company in the computer industry. Dell was founded in 1984 by Michael Dell. . The deal incorporates subsidiaries and associates of Sahara Holdings including Sahara Computers Pty Ltd. Revenue for the last four quarters totaled $57. Sahara Systems Pty Ltd. The company is based on a simple concept: by selling computer systems directly to customers. 25 on the Fortune 500. Sahara Consumables Pty Ltd.. listens to customers and delivers innovative technology and services they trust and value. Uniquely enabled by its direct business model.. a local investment company chaired by Lazarus Zim. For the deal Sahara Holdings sold 27% of their shares to a newly established consortium represented by mining and mineral resource Group Mvelaphanda Holdings (Pty) Ltd. Dell's climb to market leadership is the result of a persistent focus on delivering the best possible customer experience by directly selling standards-based computing products and services. chaired by Tokyo Sexwale.. and Annex Distribution Pty Ltd.9 billion and the company employs approximately 78. placing it No. Dell sells more systems globally than any computer company. This direct business model eliminates retailers that add unnecessary time and cost.700 team members around the globe.

printers and other electronic accessories. Jim Harris and Bill Murto — former Texas Instruments senior managers. easier to use and more affordable. and now a brand name of Hewlett-Packard. This global reach indicates our direct approach is relevant across product lines. The Dell Effect For more than 20 years. turning over inventory in just five days on average. Dell has revolutionized the industry to make computing accessible to customers around the globe. including businesses. standardized product categories. such as network servers. workstations. mobility products. Dell also introduces the latest relevant technology much more quickly than companies with slow-moving. The name "COMPAQ" was derived from . Because of Dell's direct model—and the industry's response to it—information technology is more powerful. richly-configured systems at competitive prices.The company was formed by Rod Canion.The direct model allows the company to build every system to order and offer customers powerful. institutional organizations and individual consumers. Nearly one out of every five standardsbased computer system sold in the world today is a Dell. giving customers the opportunity to take advantage of powerful new tools to improve their businesses and personal lives Dell has demonstrated this effect time and again as it enters new. regions and customer segments COMPAQ COMPUTER Compaq Computer Corporation was an American personal computer company founded in 1982. indirect distribution channels.

Reach your city contacts now. IBM and our local business partners are committed to providing innovative systems.The IBM city sites are tailored to bring to your doorstep the global technology expertise and experience of IBM . SWOT ANALYSIS OF HCL . software and solutions that improve efficiency. when it merged with HewlettPackard IBM is extremely excited about enhancing its presence in your city .to deliver affordable solutions that address your business priorities. as at its formation Compaq produced some of the first IBM PC compatible computers. For express attention click on the Blue Button link on this page. This comprehensive site will provide you information on our business offerings as well as our academic and community Initiatives that help to build skills to harness opportunities in the 21st century."Compatibility and Quality". Finding helpful answers is now easier than you think. solve problems and enable you to seize new opportunities. previously regarded as perhaps the most reputable manufacturer of mid-range hardware it existed as an independent corporation until 2002. Once the largest supplier of computing systems in the world. services.and looks forward to reaching out to a wide range of organizations across the public and private sector.

e) Its pool of competencies : Hardware. Oracle and Microsoft. f) Ability to understand customer's business and offer right technology. resellers and retailers which helps bring technology usage closer to the individual. Toshiba. h) Pan India support & service infrastructure. and partnership with world leaders like Ericsson. Thus. to mention a few : a) Global Presence: Its collaborations and joint ventures with international companies such as Perot System. Telecom and System Integration. Nokia. 24 locations in 16 countries. employees are motivated to give their best to the organization. enable it to bring the best technology available world wide to its consumers. Software.” d) The mass markets handled through a chain of dealers. g) Long standing relationship with customers. Networking. c) The core strength of HCL is the talent and innovativeness of its people which enables it to provide the “right solution at the right time.STRENGTHS: HCL’s strengths are many. It has very strong distribution network. Training. b) Fast paced and flexible work culture which provides its employees autonomy to accomplish the task without much pressure from the higher authorities. i) Best-value-for-money offerings .

b) Increasing consumer awareness about IT and its use. c) Govt.T. Compaq giving direct competition. THREATS: a) Local assemblers are biggest menace for the company. b) Less promotional campaigns OPPORTUNITIES: a) IT industry booming at a rate of 45% every year. analysis in words that prosperity lies ahead for HCL. d) Technological shift as a result of research & development. b) Entry of MNCs i.e.WEAKNESSES: a) After sales service. Concluding the S.O. d) Increasing competition. instability has a long term repercussions affecting company’s policies & its growth. Daily new technologies are emerging. it has to come . IBM. 1 IT conglomerate. c) Tremendous untapped potential of IT products in India. In order to retain its position as India’s No. e) Tie ups with various MNCs enable to extract their core competencies.W.

Ericsson. RedHat. Veritas. These alliances on one hand give us access to best technology & Products as well enhancing our understanding of the latest in technology. EMC. Oracle. Computer Associates. and enable us to be one stop shop for our customers THE DECISION MAKING PROCESS . Nokia. AMD. HCL Infosystems has alliances with global technology leaders like Intel. Microsoft. SCO. IBM. CISCO. Infocus. Citrix.out with the state of art as well as futuristic technologies to its consumers well before time ALLIANCE AND PARTNERSHIP To provide world-class solutions and services to all our customers. SAP. Duplo. Samsung and Novell. Toshiba. NVIDIA. Bull. On the other hand they enhance our product portfolio. we have formed Alliances and Partnerships with leading IT companies worldwide. Sun Microsystems. Scansoft.

In this turbulent environment.Decision-Making Process . the ability to successfully view the current situation through the traditional "good judgment" viewpoint is weakened through increasing external noise (a multitude of information sources on multiple topics) and changing.Decision makers. must make decisions and take actions in the rapidly changing world we face today. Buyer behavior . who are used to depending on their past experiences.

Research suggests that customers go through a five-stage decision-making process in any purchase. neighbors etc. dealers. This is summarized in the diagram below: This model is important for anyone making marketing decisions. retailers. A customer can obtain information from several sources: Personal sources: family. friends. . packaging. It forces the marketer to consider the whole buying process rather than just the purchase decision (when it may be too late for a business to influence the choice) The model implies that customers pass through all stages in every purchase. point-of-sale displays. customers often skip or reverse some of the stages. in more routine purchases. However. salespeople. Commercial sources: advertising.

Then after having made a purchase. In these circumstances that customer will not repurchase immediately. having bought a product. Research suggests that customer’s value and respect personal sources more than commercial sources (the influence of “word of mouth”). Experiential sources: handling. the customer should be encouraged that he or she has made the right decision CUSTOMER RELATIONSHIP MANAGEMENT (CRM) . it is the job of the marketing team to persuade the potential customer that the product will satisfy his or her needs.using the product. but is likely to switch brands next time. television. radio. consumer organizations. The customer. This arises from a concept that is known as “cognitive dissonance”. may feel that an alternative would have been preferable. It is common for customers to experience concerns after making a purchase decision. To manage the post-purchase stage.Public sources: newspapers. examining. The challenge for the marketing team is to identify which information sources are most influential in their target markets. The final stage is the post-purchase evaluation of the decision. specialist magazines.

The Customer Life Cycle (CLC) has obvious similarities with the Product Life Cycle (PLC). CRM is a term that is often referred to in marketing. companies often buy into software that will help to achieve their business goals.Customer Relationship Management (CRM) refers to the methodologies and tools that help businesses manage customer relationships in an organized way. CRM from the Information Technology Perspective. 2. However. looks at the products of services that customers need throughout their lives. CRM from the Customer Life Cycle (CLC) Perspective. From the technology perspective. It is marketing orientated rather than product orientated. or an IT-based customer management system to support sales people. However.e. the three perspectives are: 1. there is no complete agreement upon a single definition. For many. CRM is far more than a new software package. and so on. However. . This is because CRM can be considered from a number of perspectives. such as speed. ease of use. Essentially. IT is vital since it underpins CRM. the renaming of traditional customer services. and has the payoffs associated with modern technology. In summary. CLC is a summary of the key stages in a customer's relationship with an organization. CLC focuses upon the creation of and delivery of lifetime value to the customer i. power and memory.

3. as follows: Customer Relationship Management is the establishment. development. The Business Strategy perspective has most in common with many of the lessons and topics contained on this website. The diagram below shows the Marketing Teacher Model of CRM and Business Strategy. and indeed within the field of marketing itself. value creation and innovative IT. The relationship is supported (but not driven) by cutting edge IT. CRM from the Business Strategy Perspective. and three contextual factors . Our model contains three key phases . The relationship delivers value to customers.customer acquisition. customer retention and customer extension. and profits to companies. maintenance and optimization of long-term mutually valuable relationships between consumers and organizations. A commonly cited definition of CRM is that of CRM (UK) Ltd (2002).marketing orientation. .

• Majority of those who have bought a PC/laptop and are planning to buy consider “Promotional offer” as a definite incentive to buy. .Majority of users believe that the only impact Promotional Offer has on the Brand is “Increase its sales” 2. • • • • Most of the research was based on cold calls.Majority of the non-users believe that Promotional Offers increase the “Awareness about the product offering” of the brand. The research is based on chandigarh market. There was a bias on the part of the respondents. Some of the basic limitations faced during the research are listed below: Only limited number of government organization and banks where it has been found 50 players was covered in the study.FINDINGS & LIMITATIONS Every project has some limitations even the researcher came across some limitations while working on the project which made the analysis a little inappropriate at times. At the time of research most of the administrative officers did not sincerely respond to the researcher. People who have already bought a PC/laptop have done so during a “Promotional Offer” Nonusers consider sales and promotion offer as the most important attribute for buying a computer/laptop Impact on Brand Image 1. At the time of research several time most of the Administrative officers were not present in their departments.

People look for information on what to buy (IT Products) from newspapers and magazines. followed closely by HCL Infosytems in retail segment IBM (International Business Machines) leads the pack in terms of customer satisfaction followed by Hewlett-Packard (HP). The most successful offers are “Price discounts” and “Freebies”. 4. Major reason for dissatisfaction among existing customers is “Poor Service”.3. Majority of those who buy in a sales promotion offer do so by looking at a featured advertisement in a magazine or a newspaper.The market share of the Hewlett Packard (HP) brand of computers/laptops is the highest in Chandigarh. .The Brand Image is not enhanced by using “Promotional Offers” and they only serve as a tool for increasing the awareness or sales of a brand as ascertained from the survey. thus people look for monetary incentives are most sought after deals while buying an IT product. Majority believes that HCL Infosystems has the best “Promotional Offer”among all the players existing in the market.

• Company should tie up with some event management company to organize various promotional activities like canopy. From the survey many vital points were bought out in the forefront which if implemented can help companies to improve their brand image. This can be attributed to the short-term performance pressure on the product managers. • Need to expend customer care center as the consumer base of HCL Infosystems is increasing with tremendously fast pace.SUGGESTION AND RECOMMENDAATION • HCL is having large number of channel partners but it is not supporting & taking care all of them equally which results in increasing discontentment among new channel partners because its not possible for company to support all of them equally. Many companies have used promotional offers over the last decade and the proportion of promotional offer budget as a percentage of the total combined budget has been ever rising. Otherwise it tends towards defame of brand name in comparison to rivals. • Company executive should pay proper attention towards checking of various components of PC and telecom before end user delivery. • Proper attention should be paid for advertisementplanning otherwise it may lead to problem for dealer and customer as well as for company. Carnival. But this tool should be used with caution as Promotional . Company should take some positive action against it.

Again as can be ascertained from the survey. most sought after promotional offers are those in which the customer gets instant incentives like Price discounts or Freebies. Thus.Offers do little to build the brand image of the product or the company in the long term. Thus. and also this increases the dissonance of the customers who have already bought from the manufacturer. price discounts can be effective tool for raking in the moolah but it has to be used with a word of caution and not excessively as it has many a flip sides attached to it. This can have its positives and negatives. This gives the manufacturer the ability to experiment with different price bands to ascertain price flexibility of the customers and also to deal with demand supply fluctuations effectively on the positive side. more long-term approach to marketing is Advertising and not Promotional Offers. But on the negative side of it the customer will start discounting the product as inferior in quality. .

In spite of few limitations and hindrance in the summer training project I found that the work was a challenge and fruitful. I have realized this fact after completion of my summer training project. which fluctuate in different situation and time. which will be of no value. I have completed my summer training project in which are involved in its successful completion. Theoretical knowledge of a person remains dormant until it is used and tested in the practical life. Every product produced within an industry has to be marketed otherwise it will remain as unsold stock.CONCLUSION Marketing is a very crucial activity in every business organization. It gives enough knowledge about the computers market and the distribution process undertaken by an organization. This summer training project has given me the opportunity to have first experience in the corporate world. These findings give an indication that “Promotional Offers” can be used for increasing the short-term gain but their application in building brand image over a long term is limited Promotional tools that are most . I have tried my level best to find out the most relevant information for the organization to complete the assignment that was given to me. The training has given to me the chance to apply my theoretical knowledge that I have acquired in my classroom to the real business world. From these findings it can be ascertained that Sales promotion offers provide a definite incentive to buy. I have got the opportunity to meet various people. This summer training project has enabled my capability in order to manage business effectively and in my career in future. but their impact on the Brand Image of an IT product is still debatable. After completion of my summer training project I have gained several experiences in the field or sales marketing.

.successful are hence those which incentivize the customer immediately like price discounts. Again from the minor findings we can ascertain that Print Media the best media for communicating promotional offers. as this is the medium in which people seek information while they are in the “Information Search” mode of the consumer buying process.

Farris and Kusum L.BIBLIOGRAPHY 1. Journal Of Retailing (Winter 1992): 351-69 5. 4. Retail Power: Monster or Mouse.Paul W.Author : kotler philip Title : marketing management delhi publisher : tata mc-graw hills publishing ltd. 69-70. Advertising/Promotion Budgets: How did We get Here. 2. (Prentice Hall. MAGAZINES / JOURNALS / NEWSPAPERS ♦ Business Today ♦ The Financial Express ♦ The Times of India ♦ Company Annual Magazine WEBSITES: ♦ www. Kent Neslin.From Robert C Blattberg and Scott A. and What do We Do Journal of Consumer Marketing (Fall 1985): 405-47. Totten and Martin p.F. 3. and Strategies. Analyzing Sales Promotion: Text and cases. (Chicago: Dartnell. Sales Promotion Concepts and Methods. 1994) . 2nd Ed. ♦ www. Ailawadi. Block.hcl. John ♦ www.

Acer c. Magazines e. Others 3. Discount b. Unwanted features .Which brand of computer/laptop do you own? a. Ibm/Lenovo 5. Hcl 4.How did you get to know about the computer you are using now? a. Are you satisfied with your computer? a. High maintenance cost c. Newspaper b. Yes b. If not what is cause of your dissatisfaction? a. Television c.Questionnaire 1. Radio d.What was the offer that you got when you bought your computer? a. freebies c. Poor service b. extended warranty 4. No 5. Others 2. HP b.

Good and timely service c. What sort of sales offers would you generaaly go for a. Others 6. What according to you is the most important attribute for a computer? a. Discounts b. unrelated offers 8. The basis of buying or upgrading your computer is a. warranty d. Low entry price b. Poor performance e. Change in Technology Strongly agree [ ] Agree [ ] Can’t say [ ] Disagree [ ] Strongly disagree [ ] b On requirement basis Strongly agree [ ] Agree [ ] Can’t say [ ] Disagree [ ] Strongly disagree [ ] c. Ease of operations f.Sales and promotional offers Strongly agree [ ] Agree [ ] Can’t say [ ] Disagree [ ] Strongly disagree [ ] . Configuration e. freebies c. Sales offer and discounts 7.d. Upgradation d.

Magazine c. Others 11. Friends and Family f. Predefined timeframes Strongly agree [ ] Agree [ ] Can’t say [ ] Disagree [ ] Strongly disagree [ ] 9.d. Does this increase while there are offers? Always [ ] Sometimes [ ] Never [ ] Can’t Say [ ] 10. Radio e. Newspaper b. Do you think that sales promotion offers has following impact on the brand you use? a. Where do you get the information about the latest offers? a. Does the dealer have influence while buying any type of computer or IT products? Always [ ] Sometimes [ ] Never [ ] Can’t Say [ ] 12. Increases the visibility of the brand Strongly agree [ ] Agree [ ] Can’t say [ ] Disagree [ ] Strongly disagree . Television d. Increases its sales Strongly agree [ ] Agree [ ] Can’t say [ ] Disagree [ ] Strongly disagree [ ] c. Increases awareness about the product Strongly agree [ ] Agree [ ] Can’t say [ ] Disagree [ ] Strongly disagree [ ] b.

Zenith f. Makes you more confident about selecting the brand Strongly agree [ ] Agree [ ] Can’t say [ ] Disagree [ ] Strongly disagree [ ] f. IBM/Lenovo d. Personal Details Age 18-25 25-40 40-60 60 and above Gender Male Female .d. Acer e.HCL b. Makes it easier to choose one brand from the other Strongly agree [ ] Agree [ ] Can’t say [ ] Disagree [ ] Strongly disagree [ ] e. HP c. Which company do you think has the best sales offers? a. Others 14. Makes you buy more than what you want Strongly agree [ ] Agree [ ] Can’t say [ ] Disagree [ ] Strongly disagree [ ] 13.

20 K 20K .Family Income 8 K .40K 40K and above .10 K 10K .

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