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Dissertation Submitted to the

Padmashree Dr. D.Y. Patil University
in partial fulfillment of the requirements for the award of
the Degree of
Submitted by:
Rahul Kumar Singh
MBA (core), Marketing
Roll No: 121

Research Guide:
Department of Business Management
Padmashree Dr. D.Y. Patil University
CBD Belapur, Navi Mumbai
December 2008

Dissertation Submitted to the

Padmashree Dr. D.Y. Patil University
in partial fulfillment of the requirements for the award of
the Degree of
Submitted by:
Rahul Kumar Singh
MBA (core), Marketing
Roll No: 121

Research Guide:
Department of Business Management
Padmashree Dr. D.Y. Patil University
CBD Belapur, Navi Mumbai
December 2008


I hereby declare that the dissertation “Corporate Selling and Feedback

for HCL” Submitted for the MBA Degree at Padmashree Dr. D.Y. Patil
University’s Department of Business Management is my original work
and the dissertation has not formed the basis for the award of any
degree, associate ship, fellowship or any other similar titles.

Place: Navi Mumbai


(Rahul Kumar Singh)

Certificate from the Company

“Acknowledgement is an art, one can write glib
stanzas without meaning a word, on the other hand
can make a simple expression of gratitude.”
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, India's premier information enabling company.

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. No amount of
written expression is sufficient to show my deepest sense of gratitude to them.

I am very thankful to External Guide, Mr. Satish Kaushik, Front Line Divison, HCL
Infosystems Ltd., Noida and very grateful to Prof. Mangesh Patil, Faculty Department
of Business Management, Padamshree Dr. D.Y.Patil University, Belapur for their
everlasting support and guidance on the ground of which I have acquired a new field of
knowledge. The course structure created for this curriculum has benefited with the
inclusion of recent development in the organizational and managerial aspects.

Lastly, I am thankful to all the member of HCL Infosystem Ltd, Noida, which has given
me valuable information in the part of my project.


MBA (Core, Marketing)
ROLL NO. 070121

Title Pg. No.

♦ CRM 47


HCL Infosystems, India's premier information enabling and integration company, 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. ISO
9001:2000 also aims to enhance customer satisfaction through the effective application of
the system, including processes for continual improvement of the system and the
assurance of conformity to customer and applicable regulatory requirements.

The menu of HCL Insys global services broadly covers IT consulting and professional
services in the area of vertical applications, technology integration, ERP implementation
and software development. This also includes a complete portfolio of systems and
network services for development. This also includes a complete portfolio of systems and
network services for Facilities Management, Helpdesks, Sysytems Supports and network
and Internet Implementation.

HCL Insys’global customers include Samsung, Government of Singapore, and AMAL

insurance Jurong Port in Singapore and Malaysian’s BSN commercial bank, SIA, DBS
bank, Maybank life assurance charted semiconductors.

HCL Insys’ chosen platform of total technology integration lends itself to some very
significant alliances with the global leaders. Among its partner are HP for high end
AISCE/UNIX services and workstation and HP Open view network management solution;
Intel for PC and PC server building blocks; Microsoft,novell and SCO AG solutions; Red
hat ;Linux; Samsung; Pivota for CRM solution and ORACLE Sybase and Informix for
RDBMS platform.

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 ands services’.

HCL Infosystems focuses on the ever-growing segment in Imaging, Telecom and
Communication products solutions and services. Now it has an exclusive sale and support
partnership with Toshiba Corporation, Japan, for sales and servicing of its imaging and
photocopier products. HCL Infosystems product portfolio covers a range of other office
automation and communication products through alliances with world leaders.

The Managed Network Service offerings for corporates include VPNs, ASP offerings, Co
Location/ hosting, CDNs, security, corporate internet telephony solutions, technical and
consumer help desks, 24/7 Network Operations Centre monitoring and a host of value
added networking services. Consumer services include dialup PSTN/ISDN Internet
access, Valufon calling cards and VoIP telephony devices.


Doing training was really an opportunity before me when I could convert my theoretical
knowledge into practical and of real world type. Fortunately, 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. 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. HCL Infosystems Ltd is one of the renowned names in the Software and Hardware
sector of computer industry.

The graph of sales of these respective product lines is the best in the industry as compared
to their competitors. I did my summer training project at HCL Infosystem Ltd., Noida,
where I found all the professionals are very much committed to their work as well as they
were all professionals enough. This helped me a lot in getting a good deal of exposure. As
I had to consult the Channel partners, I felt myself, in the beginning, in a bit problem. But
the cooperation of my superiors at the work induced confidence in me to deal with my
problems whenever they came.

Born in 1976, HCL has a 3 decade rich history of inventions and innovations. In 1978,
HCL developed the first indigenous micro-computer at the same time as Apple and 3
years before IBM's PC. During this period, India was a black box to the world and the
world was a black box to India. This micro-computer virtually gave birth to the Indian
computer industry. The 80's saw HCL developing know-how in many other
technologies. HCL's in-depth knowledge of Unix led to the development of a fine
grained multi-processor Unix in 1988, three years ahead of Sun and HP.

HCL's R&D was spun off as HCL Technologies in 1997 to mark their advent into the
software services arena. During the last eight years, HCL has strengthened its processes
and applied its know-how, developed over 28 years into multiple practices - semi-
conductor, operating systems, automobile, avionics, bio-medical engineering, wireless,
telecom technologies, and many more.

Today, HCL sells more PCs in India than any other brand, runs Northern Ireland's
largest BPO operation, 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.

HCL Infosystems Ltd is one of the pioneers in the Indian IT market, with its
origins in 1976. For over quarter of a century, we have developed and implemented
solutions for multiple market segments, across a range of technologies in India. 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.
Shiv nadir and five of his colleagues got together and 1975 set up a new company
MICROCOMP to start with; they started to capitalize on their marketing skills. Micro
comp marketed calculators and with in a few month of starting operation, the company
was out selling its major competitors.

On 11th August, 1976 HINDUSTAN COMPUTERS LIMITED was incorporated

as joint venture between the entrepreneurs and UPSCE, wit an initial equity of Rs.1.83


Vision Statement

“It is the most preferred employer and principal taking leading edge IT products and
services to the masses through sustained excellence.”

Mission Statement

“We shall increase the shareholders value by improving the PAT through free cash flow,
reducing the BR cycle, inventory levels, wastage.”

Quality Policy Statement

“We will deliver defect-free products, services and solutions to meet the requirements of
our external and internal customers the first time, every time.”


Management Objective

To fuel initiative and foster activity by allowing individuals freedom of action and
innovation in attaining defined objectives.

People Objective

To help HCL Insys people share in the company’s success, which they make possible; to
provide job security based on their performance; to recognize their individual
achievements and to help them gain of satisfaction and accomplishment from their work.

Core Values

♦ It is uphold the dignity of individual

♦ It is honour all commitments
♦ It is committed to quality, Innovation and growth in every endeavor
♦ It is responsible Corporate Citizens.


• HCL Corporate selling and feedback and market share of HCL and compared to
other IT companies.

• The business of HCL and the company through its researchers wants to know
the potential in order to expand and retain its market share.

• Determined the Information Sources: The researcher gathered data through
secondary sources.

• PRIMARY DATA is collected through questionnaire, search and research

through place where today's computer has been mostly used.

• SECONDARY DATA is being search sites like magazines, newspapers,

journals, websites and the data has been collected through other approaches.

The researcher collected information through the official websites, magazines and


This included deciding upon various aspects for the project on which the entire
research is based. The research frame included:

The project on which the researcher worked is descriptive and inferential in nature.


The researcher took the help of both primary as well as secondary sources. Secondary
sources being interaction with various IT people of the selected and has been chosen
for the research by the researcher. 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.


The researcher for the research used a Questionnaire cum Schedule for market
research for both the segments horizontal and vertical. The Questionnaire was
prepared by the researcher and Schedule was provided by the company in which the
researcher did its research report.


Sample size for the research is fixed. It counts to 55. That is the HCL companies and
corporate selling and feed of HCL in comparison between other IT sectors.



1. What type of computers do you use?


Branded 37
Assembled 18

Using branded
hospitals computers
using branded
Using assembled computers
hospitals using
assembled computers

It was observed that almost 67% of the people use branded computers or
other gadgets for their business purpose. Hence can be concluded that more
people want branded products as they are not ready to compromise with the
quality and services being provided.

2. What brand computers do you use?
a.) HP
b.) HCL
c.) ACER

Brand used Total Nos.

HP 7
HCL 14
Acer 13
Others 21


This observation showed that HCL is among the top used brands. Major part
under the pie-chart goes to HCL. So HCL should continue making efforts to
attract new market and sustain the existing market.
3. What is the number of installed desktops?
a.) <15
b.) 15-50

c.) 50-75
d.) 75-200
e.) 200-500

Installed desktops Total Nos.

< 15 19
15-50 21
50-75 11
75-200 3
200-500 1


Most of the surveyed and found the use of computers within the 15-55 range.
So it can be inferred that the main target market is which lies in the middle
range. Thus we targeted mainly on SME (small and medium enterprise).
4. What is the number of used servers?
a. 1
b. 2
c. 3-5
d. 5

Servers used Total Nos.
1 10
2 11
3-5 21
>5 13

3 to 5

From this observation, it was concluded that number of servers were directly
proportional to the number of desktops used.

5. What is the number of installed laptops?

a.) 1-5
b.) 5-15
c.) 15-30
d.) >30

Number of laptops Total Nos.

1-5 20
5-15 22

15-30 8
>30 5

1 to 5
5 to 15
15 to 30

It was observed that maximum computers and laptop users ranging between
5-25. This area can be focused.

6. What is the brand used for laptops?

a.) HCL
b.) Toshiba
c.) Lennovo
d.) Others

Laptops brand Total Nos.

HCL 11
Toshiba 19
Lennovo 13
Others 12


Observation showed that Toshiba was the major brand used in laptops.
Various other brands like HP and Samsung etc. are also used. HCL has also a
good market share.

7. Do you have AMC?

a.) Yes
b.) No

Total Nos.
Hospitals place having AMC 30
Hospitals place not having AMC 25

hospitals having AMC

hospitals not having


According to above graphical data interpretation, that is the most important

places where computer has been used and it has been observation and
showed that less than 60% hospitals have their AMCs. This area can also be

9. What type of company is having the AMC?
a.)Regional office of the company
b.) Any other local player

Type of AMC company Total Nos.

Authorized regional office 24
Local players 6

regional office of the

any local player

That the above graph shows that the use of AMCs in regional office and local
players prefers authorized regional offices to select for the service rather than
going for a local player.

10.Are you facing any problem with current used product line?

c.)Not yet

Total Nos.
Facing problem 15
Not facing problem 18
Not faced problems yet 22

hospitals facing problem

Facing problems

Not facingnot
hospitals problems
not yet encountered

That the above graph shows that the above observation showed that major
number of users are either not facing any problem or they have not being
encountered with any.

11. Are you planning to make any new purchase?

a.) Yes
b.) No

c.) Not yet planned

Planning about new purchase Total Nos.

Planning to purchase 9
No planning 17
Not yet planned 29

planning to purchase
no planning
not yet planned

That the above graph show that the most of the users have not planned about
making a purchase and a very few are planning to make a buy.

12. How do you find the HCL products?
a.) OK
b.) Good
c.) Satisfactory
d.) Outstanding
e.) Not tried yet

Reaction about HCL products Total Nos.

OK 3
Good 12
Satisfactory 19
Outstanding 7
Not tried yet 10

not tried yet

According to above graph shows that the maximum of HCL user are satisfied
with the products and services provided. Very few have not tried yet HCL on
a business scale, but most of them have an experience about HCL.
13.Do you want to know more about HCL products?

Wanted knowledge about HCL Total Nos.
Yes 42
No 13

want info about HCL

no info wanted

That the above graph shows that the observation and the most of the people
are interested in knowing more about the brand and have the urge to buy.

14. Do you require demo for any product?

Total Nos.
Interested in demo 24
Not interested in demo 31

demo in
in demo

This observation showed that almost 45% of the sample was interested in

15.Do you want to buy any product? (Commercial proposal)
c.)Not yet decided

Commercial proposal Total Nos.

Yes 8
No 19
Not yet decided 28

Interested ininterested
hospitals commercialin
commercial proposal
Not interested
hospitals notininterested
in commercialproposal
Not yet
not yetplanned

That the above graph shows that the above observation showed that almost a
huge chunk of hospitals surveyed either doesn’t want or they have not
planned for any commercial proposal.


 H P - C O M PA Q
 O TH E R S

Established in 1997 Sahara Computers assembles and markets computers &
peripherals through a global distribution network that covers established and emerging
markets. The company is owned by Sahara Holdings, a fully Broad-Based Black
Economic Empowered entity, and is based in Johannesburg, South Africa. It is the official
distributor and Original Equipment Manufacturer (OEM) for a variety of top international
An accredited member of the Proudly South African campaign, the Sahara
business network stretches across South Africa to include Cape Town, Durban & Port
Elizabeth. The company has established a strong presence globally, with offices across
EMEA, including Nairobi & Mombassa in Kenya and Botswana, Dubai, the U.K and
Sahara Computers is currently the largest operation of its kind in Southern Africa.
Owned by Sahara Holdings group, company boast an annual turnover over 1.4 billion
Rand. 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 it confirmed its participation in an empowerment deal valued
at R640 million in 2006.
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. chaired by Tokyo Sexwale, and Afripalm Consortium, a local investment
company chaired by Lazarus Zim.
The deal incorporates subsidiaries and associates of Sahara Holdings including
Sahara Computers Pty Ltd., Sahara Systems Pty Ltd., Sahara Consumables Pty Ltd.,
Sahara Distribution Pty Ltd. and Annex Distribution Pty Ltd.
This venture signals a new era in the transference of the benefit and value
associated with technology, through to communities and individuals. It also reinforces
Sahara’s pledge to provide access to high quality, affordable communication technology
and infrastructure. It is the competency and dynamic attribute of Sahara Computers that
has won it the confidence of many major IT suppliers, representing key product and
component ranges.

These Include Internationally Renowned Leading Brand Names Such

Microsoft, the global leader in software, services and peripherals; Foxconn, a leading
manufacturer of connectors and cable assemblies in the world; Samsung, technology
giant, Creative Labs, global leader in PC entertainment products, Intel, world’s leader in
PC microprocessors; AMD, the fastest growing CPU vendor; SMC, total network
solutions provider; Maxtor, leading hard disk and storage solutions provider; Symantec,
world leader in internet security; and Epson and Lexmark, high quality printing industry
Thus, With vast expansion goals set to by the Sahara team, and a strategic roadmap
plan for expansion this multinational group of companies is set to be an explosive force in
the future of IT in Africa and Asia. Indeed aiming to be ‘The ultimate in PCs’.
Processor AMD Athlon64 ™ 3500+ 939-Pin

OS Genuine Windows® XP Professional Edition

Memory 512MB PC400 DDR

VGA & Graphics

Hard Drive 160GB 7200rpm

Optical Drive 16X Dual Layer DVD Writer


Intel P4 - 630 ® 3.0GHz CPU
Intel LGA775 541, 3.2GHz AMD Athlon64 ™ 3500+ 939-
Processor - LGA775 2MB
Genuine Windows® Media Genuine Windows® XP Genuine Windows® XP
Centre Edition Professional Edition Professional Edition

512MB PC533 DDR2

Memory 512MB PC400 DDR 512MB PC400 DDR

160GB SATA 7200 rpm hard

Hard Drive 160GB 7200rpm 160GB 7200rpm

Optical Drive 16X Dual Layer DVD Writer 16X Dual Layer DVD Write

Processor AMD Athlon64 ™ 3500+ 939-Pin
AMD Athlon64 3500+ 939-Pin

Genuine Windows® XP Professional

OS Genuine Windows® XP Home

Memory 512MB PC400 DDR

512MB PC400 DDR

VGA & Graphics

Hard Drive 160GB 7200rpm

160GB 7200rpm

Optical Drive 16X Dual Layer DVD Writer 16X Dual Layer DVD Writer


Models DT2510-C2 DT7120-FC

Intel Celeron-D 331J 2.66Ghz CPU -

Processor AMD Athlon64 3500+ 939-Pin

Genuine Windows® XP Home

OS Linux

Memory 256MB PC400 DDR 512MB PC400 DDR


Hard Drive 40GB 7200 rpm 160GB 7200rpm

Optical Drive 52X CD-RW Drive 16X Dual Layer DVD Writer

Dell Inc. listens to customers and delivers innovative technology and services they
trust and value. Uniquely enabled by its direct business model, Dell sells more systems
globally than any computer company, placing it No. 25 on the Fortune 500. 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.
Revenue for the last four quarters totaled $57.9 billion and the company employs
approximately 78,700 team members around the globe.
Dell was founded in 1984 by Michael Dell, the longest-tenured executive to lead a
company in the computer industry. The company is based on a simple concept: by selling
computer systems directly to customers, Dell could best understand their needs and
efficiently provide the most effective computing solutions to meet those needs. This direct
business model eliminates retailers that add unnecessary time and cost, or can diminish
Dell's understanding of customer expectations.
The direct model allows the company to build every system to order and offer
customers powerful, richly-configured systems at competitive prices. Dell also introduces
the latest relevant technology much more quickly than companies with slow-moving,
indirect distribution channels, turning over inventory in just five days on average.

The Dell Effect

For more than 20 years, Dell has revolutionized the industry to make computing
accessible to customers around the globe, including businesses, institutional organizations
and individual consumers. Because of Dell's direct model—and the industry's response to
it—information technology is more powerful, easier to use and more affordable, 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, standardized
product categories, such as network servers, workstations, mobility products, printers and
other electronic accessories. Nearly one out of every five standards-based computer
system sold in the world today is a Dell. This global reach indicates our direct approach is
relevant across product lines, regions and customer segments.

Compaq Computer Corporation was an American personal computer company
founded in 1982, and now a brand name of Hewlett-Packard.The company was formed by
Rod Canion, Jim Harris and Bill Murto — former Texas Instruments senior managers. The
name "COMPAQ" was derived from "Compatibility and Quality", as at its formation
Compaq produced some of the first IBM PC compatible computers.
Once the largest supplier of computing systems in the world, previously regarded
as perhaps the most reputable manufacturer of mid-range hardware it existed as an
independent corporation until 2002, when it merged with Hewlett-Packard.

Compaq was founded in February 1982 by Rod Canion, Jim Harris and Bill Murto, three
senior managers from semiconductor manufacturer Texas Instruments. Each invested
$1,000 to form the company. Their first venture capital came from Ben Rosen and Sevin-
Rosen partners. Like many small startups with unique beginnings, the original Compaq
PC was first sketched out on a placemat by the founders while dining in a local Houston
restaurant, House of Pies.
In November 1982 Compaq announced their first product, the Compaq Portable, a
portable IBM PC compatible personal computer. It was released in March 1983 at $2995,
considerably more affordable than competitors at the time. The Compaq Portable was one
of the progenitors of today's laptop. It was the second IBM PC compatible, being capable
of running all software that would run on an IBM PC.

On June 28th 1984 Compaq Released the Compaq Deskpro, a 16-bit desktop computer
using an Intel 8086 microprocessor running at 7.14MHz. It was considerably faster than
an IBM PC and was, like the Compaq Portable, also capable of running IBM software.
This was the first of the Compaq Deskpro line of computers.

Deskpro 286
In 1985, Compaq released the Compaq Deskpro 286, a 16-bit desktop computer
using an Intel 80286 microprocessor running at 8 MHz and capable of supporting up to 7
MB of RAM. It cost $2000 for the 40-MB hard disk model. It was considerably faster
than an IBM PC AT which ran at 6MHz at that time and was, like the Compaq Portable,
also capable of running IBM software.

Deskpro 386
When in 1986 Compaq introduced the first PC based on Intel's new 80386
microprocessor, the Compaq Deskpro 386[1], they began a period of increasing
performance leadership over IBM, who were not yet using this processor. An IBM
machine eventually reached the market seven months later, but by that time Compaq was
the 386 supplier of choice and IBM had lost its image of technical leadership


This technical leadership and the rivalry with IBM was emphasised when the
Systempro server was launched in late 1989 - this was a true server product with standard
support for a second CPU and RAID, but also the first product to feature the EISA bus
which was designed in reaction to IBM's MCA (MicroChannel Architecture).


At the same time as they began to dominate the server market, in the early 1990s
Compaq entered the retail computer market with the Presario, and was one of the first
manufacturers in the mid-1990s to market a sub-$1000 PC. In order to maintain the prices
it wanted, Compaq became the first first-tier computer manufacturer to utilize CPUs from
AMD and Cyrix. The price war resulting from Compaq's actions ultimately drove
numerous competitors, most notably IBM and Packard Bell, from this market.

PC Products
Compaq Armada M300
Compaq Portable
Compaq Deskpro
Compaq LTE
Compaq Presario
Compaq ProLinea
Compaq ProLiant
Compaq Armada
Compaq Evo
Compaq Professional Workstation AP400
Tc1000, a tablet notebook

Advertisement plays an important impact on consumers to purchase destop pc’s of
brands. Now a day we see that each and every company endorsing brand ambassadors so
that to attract customers and make their customer base more & more. IBM has signed Saif
Ali Khan to endorse his products Shahrukh khan was endorsed by compaq so that more &
more computes can be sold out.

Indian PC Market to Show Double Growth than the World

PC market in India will likely grow at 20%, almost double of global PC market
this year, as per Gartner, the research firm. However, the growth in Indian PC market will
be five percentage-points lower in comparison to what it was last year (2006).
Gartner forecasts that PC makers will ship 255.7 million units worldwide this year,
a 10.5% increase from 2006. Revenue, on the other hand, is projected to increase only
4.6% to US$213.7 billion, as average selling prices continue to drop.
In 2007, worldwide shipments of PCs are expected to increase 10.5% from last
year to reach 255.7 Million units. On the other hand, the revenues are anticipated to grow
just 4.6% and reach US$ 213.7 Billion with continuous decline in average selling prices.
Emerging markets will play a key role in this growth.
“Emerging markets and mobile PCs will continue to provide growth. However,
falling average selling prices (ASPs), slowing replacement activity, and further declines in
mature market desk-based PC shipments will keep PC vendors under pressure to
rationalize their operations or exit the market,” as per George Shiffler, research director
with Client Platforms Markets Group of Gartner Dataquest. The statement appeared in
IndiaTimes Infotech on March 21, 2007.

As said by IDC, PC shipments in India increased 25% in 2006. “The consumer and
the SMB segments will be the major drivers of the Indian market. High demand for
mobile PCs bolstered the growth, overtaking sales in the desk-based segment. In addition,
with a greater focus given to e-governance, the government spend is expected to propel
the market further”, said Gartner India’s principal analyst, Diptarup Chakraborti while
commenting on Indian market. IndiaTimes Infotech published this statement on March 21,

As per the RNCOS report “Portable Electronics Market - Worldwide (2006)”, “A

fundamental move toward mobile computing going on in the market is making significant
contribution to the top line growth.”

Marketing Strategies of Each company to attract Customers

Now a days every companies playing strategies so as to attract customers and

increase revenues and also customer base.Pent-up demand, attractive price points and
economic stability propelled PC growth. PCs are acting as entertainment centres with TV
functionality, supported by the digital sound experience and large screen displays

Some Of The Strategies They Are Playing

Vista and Office 2007 hit the market

Microsoft has opened the doors for consumers to
purchase its latest Operating System, Windows Vista, and
Office 2007 with a grand launch across 70 countries.
Microsoft released the latest version of its operating
system Windows Vista and Office 2007 for corporate
customers in November 2006. Now it has launched the
software for the masses, i.e. non corporate consumers.
The consumer launch took place on 30th January across
70 countries. Windows Vista is the first major Windows
launch by Microsoft since the launch of Windows XP in 2001.
These products are launched to ‘wow’ customers with features like enhanced
security, better search, improved parental control and an all new interface. According to
Ravi Venkatesan, Chairman, Microsoft India, “This is the launch of the decade for
Microsoft and the biggest for us in India, with the design of this product we have dealt
with the security issues.” In India, OEMs including HCL, HP, Lenovo, Sahara, Wipro and
Zenith are launching Vista compatible PCs.
Windows Vista and Office 2007 will be made available to the public in several
editions. The consumer editions are Windows Vista Ultimate, Windows Vista Home
Premium, Windows Vista Home Basic and Windows Vista Starter. Vista is being shipped
in 18 languages including Hindi. Extending the Indian language support, Microsoft will
have 13 more Indian languages including Telugu and Marathi and support for these is
expected by early 2008. Office 2007 comes in two consumer editions—Office Home &
Student 2007 and Office Basic 2007.

On the commercial front, Munglani feels that decision cycles are still slow, but there is a
definite increase in queries and tenders. He feels that government funded projects need to
increase, and points to the recent Andhra Pradesh schools project, which pulled in more
than 5,000 units, as a good example of what government enthusiasm for IT can do.In
conclusion, going by what the industry feels and what the numbers reveal, recovery is
definitely taking place in the industry, though caution is still the prevailing sentiment.
However, the bottom line is that the days of super growth seem to be over. While
IDC has predicted 22.3 percent growth in 2003, not everyone in the industry seems to be
ready to join in the chorus. HP’s Sai Chandrasekhar says that their assessment is an
expectation of 10-15 percent growth, which he feels is very realistic. “It is unlikely that
the market will return to the heady days of 30 percent growth,” he explains. Kochhar of
Skoch seconds that when he says, “We can no longer look at heady growth rates like 40
percent or 60 percent...the market has been growing more in single digit to low two digit
growth rates.”
And that seems to be the future that India’s PC brigade faces-but well, surely even
low two digit growth rates are better than negative growth, and that’s the reason for the
cautious smiles on the faces of PC vendors. Hopefully, the next quarter will bring even
broader smiles.


The PC market is rocking with branded PC vendors grabbing marketshare from the
assembled players, says Kusum Makhija
The overall market for desktop personal computers
registered a 28.2 percent growth during calendar year 2004
as compared to the previous year. What is significant is
that branded PCs continue to make impressive gains
against the grey market. According to IDC, the share of
branded PCs grew from 36.2 percent in 2003 to 49.2
percent in 2004, registering an impressive growth rate of
74.3 percent. Interestingly, the grey market remained flat,
registering a growth of 2.2 percent, while the total desktop
PC market registered a growth of 28.2 percent.


Shiv Nadar
Founder HCL, Chairman and CEO
HCL Technologies
Ajai Chowdhry
Co-Founder HCL, Chairman and CEO
HCL Infosystems
J V Ramamurthy
Chief Operating Officer
HCL Infosystems Ltd

Vineet Nayar
President: HCL Technologies
President and CEO of the
HCL Technologies (BPO)


8.4% Zenith

7.9% IBM
57.5% 7.0%
4.2% Wipro
3.7% Vintron
Siemens Nixdorf
1.0% 3.5%
1.6% 3.3% Dell

From the above graph it is clear that in Indian Hardware Industry the HCL
Infosystems Ltd. share is highest in all branded companies. But still very high portion
about 57.5% is in favour of unbranded local companies, which is still a challenge towards

The share of the unorganised sector has been falling steadily with the fall in price
of branded PCs. A recent phenomenon has been the increasing share of Tier 2 towns and
cities in the PC sales thereby indicating increased PC penetration into the hinterland.
Sales of notebooks have averaged around 50,000 in the past two years. Printers
have been traditionally the fastest growing segment of the PC peripherals market. Even
when PC sales were increasing by 39%, printer sales increased by 41%. The slowdown
affected printer sales too and in 2001-02, the increase was just 1%. In that year, 836,122
printers were sold and that included inkjet, laser and dot matrix. The momentum is
expected to pick up in 2002-03 and the printer market would grow at 8% to reach 900,000
printers. Due to falling prices, Laser printer sales are growing fastest.
In future, HCL’s hardware sales to the institutional segment are likely to remain
stable, with sustained hardware spending by all the verticals, especially the banking and
financial services sector. Besides, in retail hardware sales, a continued reduction of price
points, facilitated in part by the recent reduction in excise duties on PCs, is likely to
reduce the price advantage of the small assemblers, and augur well for branded PC
manufacturers like HCL. In the medium term, HCL’s margins, despite its sales tax
advantages, may be affected by the likely removal of duty protection on manufactured
PCs from the year 2005. With imported PCs becoming cheaper, it may be critical for HCL
to establish an alternate supply chain based on imports of finished PCs. Nonetheless, its
financial risks are mitigated by its low gearing, substantial liquid investments and
unutilised working capital limits.

IDC declared its numbers for the Indian PC market for financial year 2005-06
today. The year recorded an impressive growth in terms of unit shipments - the market
grew 30% over financial year 2004-05 to exceed the 4.6 million-mark, according to IDC's
India Quarterly PC Market Tracker, 1Q 2006, May 2006 preliminary release.

A computer at nearly one-third of current prices is a dream for most Indians. And
yet, buyers are not holding their breath for these devices. For experience has proved that
expectations are seldom met. However, this time around, those propagating low-cost
computing solutions have taken a different route. Chris Ann Fichardo elaborates on the
difference .

The buzz is in the air again. PC manufacturers are excited. Users are expectant.
Even institutions like the IITs are enthusiastic. The reason: India’s dream of an affordable
PC (priced below Rs 10,000) is ready to hit the market. For nearly a decade this dream has
struggled to become a reality. India Inc. has made many noteworthy attempts in the past to
introduce low-cost computing solutions, but in vain. Be it Wipro’s Janata PC, iNabling
Technologies’ e-mail device, iStation, or the much-talked about handheld device, the
Simputer—all brilliant concepts that have not quite made it commercially yet.

The company netcore is doing groundbreaking work to make possible the Rs 5,000
PC (5KPC), says that if the price point of a PC comes down between Rs 5,000 to 10,000
per user, India has the ability to absorb 10-20 million PCs a year for the next several years.
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.

According to Richard Brown, director for International Marketing at VIA

attributes this sudden interest by vendors to the "real growth potential" of the low-cost PC
market. "I remember five to seven years ago when the first $1,000 PC appeared
(introduced by Compaq), people wondered if the price point was for real. And since then
there has been a continuous push down in the price points for PCs, which is a sign of
commoditisation of the industry. For a long time the industry has resisted moving to lower
price points, and now they are actually seeing that there is demand in that space and they
are buying into it," he says.

With prices of PCs being slashed, the education sector is expected to see a high demand
for personal computers.

Consumers are shifting their focus of PC computing from an average system to one that
is closer to a high-end system and upwards.

The need for the most powerful multimedia computers is increasing.

Linux might gain ground in the government and defence sectors.

Customers, both in the consumer as well as in the commercial space will demand
better service levels from vendors.

Service and support is going to be a critical aspect of vendor strategy.

Depreciation period of IT products should be reduced to further boost growth.

The desktop space will see more and more entertainment-oriented features getting
integrated into the normal PC.

The enterprise space will witness more stress on security, TCO, manageability and
multiple levels of redundancy, among others

Companies, which will offer affordable innovation will gain market share.

Unicode will drive PC penetration into rural markets

SME will continue to be a major segment.
The industry has standardised on 80 GB HDDs.

Trends Expected In 2009

In the future, with more duty cuts expected, analysts believe branded PC players will
gain further against assembled players. Retail may get a renewed thrust. Observes Raj
Saraf, Chairman and Managing Director, Zenith Computers, “We have1300 retail outlets
today, which we hope to grow to 15000 by the end of 2009.”

While vendors are bundling in Linux to bring down costs, analysts see desktop Linux
confined to the government and education sector. Linux on the desktop is unlikely to make
inroads in the enterprise. Prices of computers have been falling rapidly, but vendors do not
think prices of PCs will fall significantly in 2009.

While 2007 saw strong demand emerging from select sectors such as the government
and BPO outfits, 2008 could be relatively flat as most BPO firms are in the process of
consolidation and not growth.


PC market revival may happen in second half of this year. Post-Budget PC prices will
remain constant or rise marginally. Indian brands will survive, but they need to decide on
an unambiguous competitive pitch. Thrust into the B & C class towns will be aggressive,
by Indian and MNC players alike. The notebook market will show significant gains in
2002-03. 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, or a
gentle trough, but the horrible spectre of negative growth.

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.
But then, that’s history. And in business, history is not what sells; promises of a
rosier future do. According to industry association MAIT’s president Vinnie Mehta, sales
have picked up in the JFM quarter, which is traditionally a high sales quarter, and as of
now, 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.

Immediately after this year’s Budget, most PC vendors said PC prices would remain
constant, and some even pointed out that prices would rise, thanks to increasing memory
prices. That should be one of the key differentiators between last year and the financial
year ahead PC prices are not likely to come down, and in all probability, will actually see
marginal rises.

Says Vasu Srinivas of IDC India, “While the initial response to the slowdown was to
slash prices, when it began to hurt, PC vendors began to take a profitability approach.
They are now seeking out the more profitable deals and aiming for better prices with
lower volumes.”

Another factor that will contribute to stable prices is the move by the big distributors to
cut credit periods down the line from 30 to 15 days. This move, coming in the wake of big
defaults among IT channels, will discourage speculative and rash pricing and margin
policies that result in price wars the industry can ill afford.


In recent times, one of the most important trends in the Indian PC business is the
sight of MNC vendors turning leaders. Yes, HCL Infosystems, the leader in the desktop
segment, is as Indian as they come, and the company’s leadership position seems in no
immediate danger, but it’s not insurmountable either.
All it will take is the HP-Compaq deal going through in the United States, and
HCL will become No 2 to an MNC behemoth that will then control almost double of
HCL’s market share, which currently stands at 8.6 percent, according to George Paul,
head-marketing, HCL Infosystems. While everyone admits that the market share of MNC
brands has gone up, and mostly at the expense of Indian brands, this issue generates a lot
of heat and passionate arguments.


While the move to B & C class cities attracted attention, the biggest buyers of PCs pretty
much remained constant, and they’re expected to continue to be the saviours of the
beleaguered PC industry this year too. The honours go to the government both at the
Centre and the states, and the banking and financial sector mainly PSU banks. Another
segment expected to contribute significantly to PC buying this year is the telecom sector.
Retail’s still in vogue


Mobile computing is also expected to have some effect on the PC market in the
coming year. And in many ways, this may just be the beginning of things to come in the
Indian PC market.

When will the good times start rolling again? The pundits have differing opinions.
IDC India says the PC industry is expected to grow by 5.1 percent in 2002, and adds that
PC buying is expected to revive in 2003, when a growth rate of 20 percent is forecasted.
Kochhar of Skoch says this year will see some revival, though he warns that heady growth
rates will not return without policy measures like 100 percent depreciation from the
government. MAIT is hoping that the slight upturn in the JFM quarter is a portend of
things to come, even though it revised industry sales projections for 2001-02 downwards
from 2.45 million units to 1.65 million units.

Decision makers, who are used to depending on their past experiences, must make
decisions and take actions in the rapidly changing world we face today. In this turbulent
environment, 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.



CRM is a term that is often referred to in marketing. However, there is no
complete agreement upon a single definition. This is because CRM can be considered
from a number of perspectives. In summary, the three perspectives are:
1. CRM from the Information Technology Perspective.
From the technology perspective, companies often buy into software that will help
to achieve their business goals. For many, CRM is far more than a new software package,
the renaming of traditional customer services, or an IT-based customer management
system to support sales people. However, IT is vital since it underpins CRM, and has the
payoffs associated with modern technology, such as speed, ease of use, power and
memory, and so on.
2. CRM from the Customer Life Cycle (CLC) Perspective.
The Customer Life Cycle (CLC) has obvious similarities with the Product Life
Cycle (PLC). However, CLC focuses upon the creation of and delivery of lifetime value to
the customer i.e. looks at the products of services that customers need throughout their
lives. It is marketing orientated rather than product orientated. Essentially, CLC is a
summary of the key stages in a customer's relationship with an organization.
3. CRM from the Business Strategy Perspective.
The Business Strategy perspective has most in common with many of the lessons
and topics contained on this website, and indeed within the field of marketing itself. The
diagram below shows the Marketing Teacher Model of CRM and Business Strategy. Our
model contains three key phases - customer acquisition, customer retention and customer
extension, and three contextual factors - marketing orientation, value creation and
innovative IT.


A commonly cited definition of CRM is that of CRM (UK) Ltd (2002), as follows:

Customer Relationship Management is the establishment, development,

maintenance and optimization of long-term mutually valuable relationships between
consumers and organizations. The relationship delivers value to customers, and profits to
companies. The relationship is supported (but not driven) by cutting edge IT. The business
strategy is based upon the recruitment, retention and extension of products, services,
solutions or experiences to customers. This is the core of CRM.

HCL’s strengths are many, to mention a few :

a) Global Presence:
•Its collaborations and joint ventures with international companies such as
Perot System, and partnership with world leaders like Ericsson, Toshiba, Nokia,
Oracle and Microsoft, enable it to bring the best technology available world wide to its
•24 locations in 16 countries.
b) Fast paced and flexible work culture which provides its employees
autonomy to accomplish the task without much pressure from the higher
authorities. Thus, employees are motivated to give their best to the
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.”
d) The mass markets handled through a chain of dealers, resellers and retailers
which helps bring technology usage closer to the individual. It has very
strong distribution network.
e) Its pool of competencies : Hardware, Software, Training, Networking,
Telecom and System Integration.
f) Ability to understand customer's business and offer right technology.

g) Long standing relationship with customers.

h) Pan India support & service infrastructure.

i) Best-value-for-money offerings.


a) After sales service.

b) Less promotional campaigns.


a) IT industry booming at a rate of 45% every year.

b) Increasing consumer awareness about IT and its use.
c) Tremendous untapped potential of IT products in India.
d) Increasing competition.
e) Tie ups with various MNCs enable to extract their core competencies.


a) Local assemblers are biggest menace for the company.

b) Entry of MNCs i.e. IBM, Compaq giving direct competition.
c) Govt. instability has a long term repercussions affecting company’s policies
& its growth.
d) Technological shift as a result of research & development. Daily new
technologies are emerging.

Concluding the S.W.O.T. analysis in words that prosperity lies ahead for HCL. In
order to retain its position as India’s No. 1 IT conglomerate, it has to come out with the
state of art as well as futuristic technologies to its consumers well before time.


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. Some of the basic limitations faced during the
research are listed below:

 Only limited number of authorized, companies and other areas where it

has been found 55 players was covered in the study.

 Most of the research was based on cold calls, so then visited many

places i.e. authorized and local areas and where it had not responded
 There was a bias on the part of the respondents.

 Companies that were contacted through telephone at times did not give
correct information to the researcher.
 The IT manager or the person heading the IT Department did not have

the rights to give the authorized official information to people other

then the members of the official itself and the high officials.
 At times there was a problem of non response from the hospitals,

companies and other authorized and unauthorized areas which affected

the result of the project being done by the researcher.

 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. Company
should take some positive action against it.

 Company executive should visit dealers on regular basis.

 They Should pay proper attention towards checking of various components of PC

before end user delivery. Otherwise it tends towards defame of brand name in
comparison to rivals.

 Need to expend customer care center as the consumer base of HCL Infosystem is
increasing with tremendously fast pace.

 Proper attention should be paid for advertisement planning otherwise it may lead to
problem for dealer as well as for company.

 Company should tie up with some event management company to organize various
promotional activities like canopy, Carnival.

 Company should make policy for fixed end user price for all dealers so that fair game
will be played & dealer would not to compromise on their margin.

Marketing is a very crucial activity in every business organization. Every product
produced within an industry has to be marketed other wise it will remain as unsold stock,
which will be of no value. I have realized this fact after completion of my summer training
project. Despite of various difficulties and limitations faced during my summer training
project on the topic “ Corporate Selling and Feedback ”. 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. After completion of my summer training project I have gained several
experiences in the field or sales marketing. I have got the opportunity to meet various
people, which fluctuate in different situation and time. This summer training project has
given me the opportunity to have first experience in the corporate world.

Theoretical knowledge of a person remains dormant until it is used and tested in the
practical life. 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. I have completed my
summer training project in which are involved in its successful completion. In spite of few
limitations and hindrance in the summer training project I found that the work was a
challenge and fruitful. It gives enough knowledge about the computers market and the
distribution process undertaken by an organization. This summer training project has
enabled my capability in order to manage business effectively and in my career in future.



♦ Business World
♦ Business Today
♦ The Financial Express
♦ The Times of India
♦ The Hindu



Name ____________________________________
Designation ____________________________________
Address ____________________________________
Contact No. ____________________________________

1. Do you use computers for your business purpose?

a.) Yes
b.) No

2. What type of computers do you use?

a.) Branded
b.) Assembled

3. What brand computers do you use?

a.) HP
b.) HCL
c.) acer
d.) Others

4. What is the number of installed desktops?

a.) <15
b.) 15-50
c.) 50-75
d.) 75-200
e.) 200-500

5. What is the number of used servers?

a.) 1
b.) 2
c.) 3-5
d.) >5

6. What is the number of installed laptops?

a.) 1-5

b.) 5-15
c.) 15-30
d.) >30

7. What is the brand used for laptops?

a.) HCL
b.) Toshiba
c.) Lennovo
d.) Others

8. Do you have AMC?

a.) Yes
b.) No

9. What type of company is having the AMC?

a.) Regional office of the company
b.) Any other local player

10.Are you facing any problem with current used product line?
a.) Yes
b.) No
c.) Not yet

11. How do you find the HCL products?

a.) OK
b.) Good
c.) Satisfactory
d.) Outstanding
e.) Not tried yet

12. Do you want to know more about HCL products?

a.) Yes
b.) No