PROJECT REPORT ON Market Penetration Strategies Of HCL SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE DEGREE OF MASTERS

OF BUINESS ADMINISTRATION (MARKETING) BATCH: 2009-2011

SUBMITTED BY:

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

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 I have got from my project will be very helpful to enrich and nourish my career. 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.Acknowledgement “Acknowledgement is an art. 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. one can write glib stanzas without meaning a word. Before that every moment I had only bookish knowledge about the organization. Really. It was good news for me. The experience which I got during these days was tremendous. Everybody over there I found nice & helping. India's premier information enabling company. Firstly I got summer placement for enjoying my summer training from HCL Infosystem. It was the time when one can apply the theoretical knowledge for the practical purpose. on the other hand one can make a simple expression of gratitude. It was golden time to know the real corporate world.” I had a nice moments with HCL Infosystem during my five week’s summer training. corporate and about the organization culture.

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

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

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

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

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

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

Market penetration is the name given to a growth strategy where the business focuses on selling existing products into existing markets. this would require a much more aggressive promotional campaign. sales promotion and perhaps more resources dedicated to personal selling • Secure dominance of growth markets • Restructure a mature market by driving out competitors. This strategy adopted by the firms to raise their sales revenue without making changes in the products or services. 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. A market penetration strategy seeks to increase market share of the current product or services in the existing market. 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. 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. supported by a pricing strategy designed to make the market unattractive for competitors • Increase usage by existing customers – for example by introducing loyalty Schemes.“Companies can’t give job security. advertising. Only customers can!” In marketing there are so many theories and strategies to use for the specific time and products. .

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

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

every time. reducing the BR cycle. services and solutions to meet the requirements of our external and internal customers the first time. wastage.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.” Mission Statement “We shall increase the shareholders value by improving the PAT through free cash flow.” .

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

Asian Age. 1999: The Board of Directors unanimously appointed Mr.. "Next Call Centre". 2000: HCL has launched a new range of PCs (Ultima and Elite models) under its Beanstalk range of PC's at its Pondicherry plant. HCL Infosystems has entered into a tieup with Broad Vision for providing personalized e-business applications to is clients. to sell books online through its soon-to-be-launched portal. . HCL Infosystems Ltd has launched in India the Swedish major Ericsson's Generation X Business communication too.1998: The Company tied-up with Intel Corporation for Server technology. 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.. 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. the Internet services subsidiary of HCL Infosystems. has tied up with UBS Publishers' Distributors Ltd. the Internet start-up of HCL Infosystems. HCL Infinet Ltd. have set up a joint venture called Asian Age Infinet. one of the largest distributors of books in the country. and media group. HCL Infosystems Ltd. Ajai Chowdhry as Chairman and Chief Executive Officer with effect from 5th November. 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.

has launched an authenticated payment gateway for its portal. application service providers. in association with Citibank to enable customers to carry out secure transactions online including buying Internet access. banking and finance. the Internet services subsidiary of HCL Infosystems.business solutions program. HCL Infosystems is setting up a managed off-shore development centre at its NOKIA software development facility for Stretch Systems -. targeting new market opportunities in segments such as Internet service providers. 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. HCL InfiNet Ld.the Singapore-based IT systems and technology developer.com.2001:HCL Infosystems and Intel have jointly launched an e. 2002: HCL Infosystem joins hands with Sun Microsystems India to provide end-to-end solutions to business..1 PC Co in India in 2001. HCL Infosystem says it is the No.hclinfinet. 2005 . www. 2003: HCL Infosystem receives the project to completely automate the Value Added Services (VAT) of Andhra Pradesh.

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

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

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

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

PRIMARY DATA Is collected through questionnaire. newspapers. journals. SECONDARY DATA Is being search sites like magazines. . magazines and journals.RESEARCH DESIGN Determined the Information Sources: The researcher gathered data through 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 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. DEVELOPED THE RESEARCH FRAME: This included deciding upon various aspects for the project on which the entire research is based. search and research through place where today's computer has been mostly used. websites and the data has been collected through other approaches DATA COLLECTION The researcher collected information through the official websites.

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

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

18-25

20% 34%

46%
25-40

40 and above

Gender wise profile of the customers?

42% 58%
male female

Income profile of the customers

13% 20% 27% 40%

8k-10k

10k-20k

20k-40k

above

Total market share of different PC/Laptop brands

others

9%

9% 36%
hcl

46%

hp

ibm/lenovo

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%

others

9% 36%
hcl

46%

hp

ibm/lenovo

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

. 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.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. This gives an insight that the media that can be effective in conveying sales promotion offers is print media (magazines and newspapers).

The most effective sales promotion tool for potential customers 13% 13% 47% 27% always sometimes cant say never . Freebies or free gift offers were also quite successful in raking in customers to buy. Thus it can be said that price discounts are a hot favorite amongst buyers of IT products and services as an incentive to buy.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. 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. .74 percent of the respondents were positive about buying when there was a price discount offer.

for the first time buyers.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 .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 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.

Hence can be concluded that more people want branded products as they are not ready to compromise with the quality and services being provided. 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. ROLE OF ADVERTISMENT .As evident from the graph both users and non-users find “Promotional Offers” a strong reason to buy a computer/laptop.

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

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

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

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

has made many noteworthy attempts in the past to introduce low-cost computing solutions. Even institutions like the IITs are enthusiastic. and now they are actually seeing that there is demand in that space and they are buying into it. According to Richard Brown. those propagating low-cost computing solutions have taken a different route. The company netcore is doing groundbreaking work to make possible the Rs 5.000 per user. Be it Wipro’s Janata PC. The reason: India’s dream of an affordable PC (priced below Rs 10. iStation. iNabling Technologies’ e-mail device. For experience has proved that expectations are seldom met.000 to 10. which is a sign of commoditisation of the industry. Chris Ann Fichardo elaborates on the difference .000) is ready to hit the market. India Inc. people wondered if the price point was for real. India has the ability to absorb 10-20 million PCs a year for the next several years. buyers are not holding their breath for these devices. "I remember five to seven years ago when the first $1. this time around.000 PC (5KPC). However. 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. For a long time the industry has resisted moving to lower price points. Users are expectant. And since then there has been a continuous push down in the price points for PCs." he says . And yet. For nearly a decade this dream has struggled to become a reality. PC manufacturers are excited. or the much-talked about handheld device.A computer at nearly one-third of current prices is a dream for most Indians. director for International Marketing at VIA attributes this sudden interest by vendors to the "real growth potential" of the low-cost PC market. The buzz is in the air again. but in vain. the Simputer—all brilliant concepts that have not quite made it commercially yet.000 PC appeared (introduced by Compaq). says that if the price point of a PC comes down between Rs 5.

manageability and multiple levels of redundancy. Indian brands will survive. If you want to know what the future holds for the Indian PC industry. both in the consumer as well as in the commercial space will demand better service levels from vendors. Unicode will drive PC penetration into rural markets PC MARKET: TOP TRENDS PC market revival may happen in second half of this year. which will offer affordable innovation will gain market share. The desktop space will see more and more entertainment-oriented features getting integrated into the normal PC. The notebook market will show significant gains in 2002-03. Customers. Post-Budget PC prices will remain constant or rise marginally. Linux might gain ground in the government and defence sectors. among others Companies. but the horrible spectra of negative growth. Thrust into the B & C class towns will be aggressive. TCO. The need for the most powerful multimedia computers is increasing. The enterprise space will witness more stress on security. the education sector is expected to see a high demand for personal computers. the one fact you cannot afford to ignore is the current slowdown not just falling growth. 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.CHANGING TRENDS IN PC MARKET With prices of PCs being slashed. by Indian and MNC players alike. but they need to decide on an unambiguous competitive pitch. . or a gentle trough. 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 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. 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 that took the PC to almost commodity status in India. While everyone . is as Indian as they come. All it will take is the HP-Compaq deal going through in the United States. will actually see marginal rises TRIUMPH OF THE MNC BRIGADE In recent times. that’s history. According to industry association MAIT’s president Vinnie Mehta. But then. HCL Infosystems. head-marketing. promises of a rosier future do. one of the most important trends in the Indian PC business is the sight of MNC vendors turning leaders. most PC vendors said PC prices would remain constant. 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. PRICES DO AN ABOUT-TURN Immediately after this year’s Budget. thanks to increasing memory prices. history is not what sells. HCL Infosystems. and in all probability. according to George Paul. Yes. And in business. and some even pointed out that prices would rise. the leader in the desktop segment. and HCL will become No 2 to an MNC behemoth that will then control almost double of HCL’s market share. and as of now.6 percent. which currently stands at 8. and the company’s leadership position seems in no immediate danger. but it’s not insurmountable either. sales have picked up in the JFM quarter. which is traditionally a high sales quarter.

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

The main objective of the company was to design and create innovative products which would benefit the people. or “Tokyo Telecommunications Research Institute” to the billion dollar global conglomerate that it is today. Handycam videocamera (1989). From early attempts at creating products like the rice-cooker to the later success of creating Japan’s first magnetic recorder. 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. Significant product milestones included Japan’s first transistor radio (1955). Walkman personal stereo (1979). Blu-ray Disc recorder (2003) and PlayStation 3 (2006). PlayStation (1994). Trinitron colour television (1968). . 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).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). or “Tokyo Telecommunications Research Institute” into the billion dollar global conglomerate that it is today.

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

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

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

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

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

b) Less promotional campaigns OPPORTUNITIES: a) IT industry booming at a rate of 45% every year. IBM.e. 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. Compaq giving direct competition.O. it has to come . Daily new technologies are emerging. Concluding the S. instability has a long term repercussions affecting company’s policies & its growth. c) Govt. d) Technological shift as a result of research & development.T. b) Entry of MNCs i. 1 IT conglomerate.W. THREATS: a) Local assemblers are biggest menace for the company. b) Increasing consumer awareness about IT and its use.WEAKNESSES: a) After sales service. analysis in words that prosperity lies ahead for HCL. d) Increasing competition.

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

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

This is summarized in the diagram below: This model is important for anyone making marketing decisions. However. in more routine purchases. A customer can obtain information from several sources: Personal sources: family. point-of-sale displays. neighbors etc. customers often skip or reverse some of the stages. packaging. friends. salespeople. 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. retailers. dealers. . Commercial sources: advertising.Research suggests that customers go through a five-stage decision-making process in any purchase.

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

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

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

. 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. 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. At the time of research several time most of the Administrative officers were not present in their departments.Majority of users believe that the only impact Promotional Offer has on the Brand is “Increase its sales” 2.Majority of the non-users believe that Promotional Offers increase the “Awareness about the product offering” of the brand.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. • Majority of those who have bought a PC/laptop and are planning to buy consider “Promotional offer” as a definite incentive to buy. There was a bias on the part of the respondents. The research is based on chandigarh market. • • • • Most of the research was based on cold calls.

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. thus people look for monetary incentives are most sought after deals while buying an IT product. Major reason for dissatisfaction among existing customers is “Poor Service”. People look for information on what to buy (IT Products) from newspapers and magazines.3.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. . Majority believes that HCL Infosystems has the best “Promotional Offer”among all the players existing in the market. 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). 4. The most successful offers are “Price discounts” and “Freebies”.

Carnival. • Proper attention should be paid for advertisementplanning otherwise it may lead to problem for dealer and customer as well as for company. Company should take some positive action against it. 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. • Company executive should pay proper attention towards checking of various components of PC and telecom before end user delivery. But this tool should be used with caution as Promotional . • Company should tie up with some event management company to organize various promotional activities like canopy. This can be attributed to the short-term performance pressure on the product managers.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. • Need to expend customer care center as the consumer base of HCL Infosystems is increasing with tremendously fast pace. From the survey many vital points were bought out in the forefront which if implemented can help companies to improve their brand image. Otherwise it tends towards defame of brand name in comparison to rivals.

. most sought after promotional offers are those in which the customer gets instant incentives like Price discounts or Freebies. This can have its positives and negatives. 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 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. Thus. Thus. But on the negative side of it the customer will start discounting the product as inferior in quality.Offers do little to build the brand image of the product or the company in the long term. and also this increases the dissonance of the customers who have already bought from the manufacturer. Again as can be ascertained from the survey.

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. It gives enough knowledge about the computers market and the distribution process undertaken by an organization. which will be of no value. 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 completed my summer training project in which are involved in its successful completion. 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. Theoretical knowledge of a person remains dormant until it is used and tested in the practical life. I have got the opportunity to meet various people. I have realized this fact after completion of my summer training project. Every product produced within an industry has to be marketed otherwise it will remain as unsold stock. In spite of few limitations and hindrance in the summer training project I found that the work was a challenge and fruitful. which fluctuate in different situation and time. This summer training project has given me the opportunity to have first experience in the corporate world. From these findings it can be ascertained that Sales promotion offers provide a definite incentive to buy.CONCLUSION Marketing is a very crucial activity in every business organization. but their impact on the Brand Image of an IT product is still debatable. This summer training project has enabled my capability in order to manage business effectively and in my career in future.

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

Farris and Kusum L. Journal of Consumer Marketing (Fall 1985): 405-47. 2nd Ed. Journal Of Retailing (Winter 1992): 351-69 5. and Strategies. Kent Mitchel.indiainfoline. 1990. Ailawadi. Totten and Martin p.co. (Prentice Hall. John C. Sales Promotion Concepts and Methods.in .From Robert C Blattberg and Scott A. (Chicago: Dartnell. Block.hcl. Analyzing Sales Promotion: Text and cases. and What do We Do Now. 3.BIBLIOGRAPHY 1.Paul W.F. 2.Author : kotler philip Title : marketing management delhi publisher : tata mc-graw hills publishing ltd. Advertising/Promotion Budgets: How did We get Here. 4. Neslin. 1994) pp.in ♦ www. Retail Power: Monster or Mouse. MAGAZINES / JOURNALS / NEWSPAPERS ♦ Business Today ♦ The Financial Express ♦ The Times of India ♦ Company Annual Magazine WEBSITES: ♦ www.google.com ♦ www. 69-70.

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

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

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

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

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

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