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A PROJECT REPORT

ON

“IMPACT OF PROMOTIONAL ACTIVITIES FOR SELLING

HCL PRODUCTS”

At

HCL Info systems Ltd.

SUBMITTED TO

PAI International Centre for Management Excellence

Maharashtra Cosmopolitan Education Society

BY

ARUN SUTHAR

MBA – 3rd Semester

(2008-10)

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EXECUTIVE SUMMARY

The basic concept of my project “Impact of promotional activities for selling HCL products”

was based on sales promotion and selling.

For this I had got a training of product knowledge of wide range of products such as HCL
laptops, desktops, Nokia mobiles, Canon Printers, Kodak Cameras, X-Box, Apple IPods, etc.
Consumer retention is the key success factor for any competitive market. An effort was made to
ascertain and analysis customer views and preferences for the product through process of Brand
Recall. Also, a detailed study was made to understand the performance pattern of major
competitors of laptop.

In doing so, it was possible to assess the competition in the market, hence enabling us to position
ourselves more effectively and strategize on a long term basis. During the course of this project, I
was also fortunate enough to be able to study the promotional campaigns carried.

This report contains the findings arrived after detailed analysis of the data received through filing
questionnaires by the users of laptops at various areas of Pune. The study was also carried out to
find the cause of the declining sales rate of these brands. We did many promotional activities and
I went to various societies, corporate, schools and colleges for creating awareness.

The promotional activities like canopy shows and broachers distribution were carried out at main
location near to the HCL Company. In this activity we have given live demo of laptop, desktop
and mileap laptop to the end user i.e. the customers; this activity was mainly done in the viman
nager and vadgaon sheri. Giving them demo, and brushers, and handling there queries regarding
the Products.

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TABLE OF CONTENTS

Chapters Particulars Page No.

1. Introduction 4 -5

2. Objectives 6

3. Research Methodology 7-10

4. Company Profile 11-20

5. Literature Survey 21-26

6. Data Analysis 27-39

7. Findings 40-41

8. Conclusion 42

9. Limitation/future scope 43

10. Recommendations 44

11. Bibliography 45

12. Annexure 46 -47

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Chapter 1- INTRODUCTION

INTRODUCTION TO THE PROJECT

This chapter explains about the background and states the objectives of the project. The purpose
of the study is to determine the impact of promotional activity for selling HCL products in Pune
city only.

Promotion is comprehensive terms, and covers the entire gamut of advertising, publicity, public
relations, personal selling and sales promotion. Sales promotion is thus a part of promotion and
is restricted to direct inducement on a short term basis services.

The same promotional strategy was applied by HCL to promote their products and boost up its
sales. The HCL performed promotional activities like canopy, road shows, EPP, broacher
distribution, etc.

In the present competitive world if any business organization has to survive it needs to keep an
eye on various forces operating in the market. More over competitors constantly try to win over
others. In this scenario, every business organization needs to monitor the changes taking place in
the market so that they are not caught. Market research is an efficiency tool in the hands of a
marketer that helps him to take changes taking place in the market.

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SCOPE OF THE PROJECT

• The scope of the study is limited only to the Pune city.


• The main purpose of survey is to throw light towards the promotional activities on the
sale of the product.
• The promotional activity was restricted only for Pune.
• The activities were carried out only at show rooms, road shows and residential areas.

IMPORTANCE OF THE STUDY

This study is important in the sense as we can measure the position of the product after analyzing
the data that we have with us. This study also gives an experience to the management student
who is doing the research as it is the base of marketing.

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