PROJECT REPORT ON

A STUDY OF MARKETING STRATEGIES OF

HP( HEWLETT PACKARD)

SUBMITTED BY:

NITIN KAUL

ENROLLMENT NO.

ALL INDIA MANAGEMENT ASSOCIATION (AIMA)

NEW DELHI
 STUDENT’S DECLARATION

I hereby declare that this dissertation titled “A STUDY OF MARKETING

STRATEGIES OF HP( HEWLETT PACKARD” submitted by me to the all india
management association, in partial fulfillment of requirements of the pgdm program, is a
bona-fide work carried out by me under the guidance of MR. . This work
has not been submitted earlier to any other university or institution for the award of any
degree/diploma/certificate; nor has it been published anywhere.

Registration No : 42 Yours Faithfully

PLACE : NEW DELHI NITIN KAUL
 CERTIFICATE
I hereby declare that the research work embodied in the dissertation
titled “ A STUDY OF MARKETING STRATEGIES OF HP( HEWLETT
PACKARD ”has been undertaken and completed by NITIN KAUL (Reg. No.

420820201 ) under my guidance and supervision during the year 2013.

I also certify that he has fulfilled all the requirements under the
covenant governing the submission of dissertation to the All India
Management Association for the award of PGDM degree.

Place: NEW DELHI MR. AASHISH BANSAL

Date

ACKNOWLEDGEMENT
It is well-established fact that behind every achievement lays an unfathomable sea of
gratitude to those who have extended their support and without whom the project would
ever have come into existence.

I would also like to thank MR. AASHISH BANSAL for his guidance and support.
 ABLE OF CONTENTS

S. No. Topic Page No.

1. Executive Summary 1
2. Brief History- HP 2
3. Company Profile 6
4. Present Marketing Strategy 10
5. Future Project 21
6. Objective of the Project 53
7. Research Methodology 54
8. Analysis & Interpretation 55
9. Conclusion 64
10. Suggestions 65
11. Bibliography 66
12. Annexure 67
13. Questionnaire 71
 EXECUTIVE SUMMARY

IT is forging ahead in the country and a wave of optimism continues to wash the industry
current market scenarios present a perfect opportunity for IT industry.

The Indian IT industry has been competing till now on its ability to reverse engineer the
products, that are produced by international companies offer years of research to sale
them at cheaper prices however the India IT companies have to develop their capacity in
basic research to produce original molecules.

Compton established in 1993, is a strong team of 45 IT professionals and prosperity for

its customers. To make lives smoother with latest break through in technology, enabling
our customers to perform day to day jobs with speed and spending time saved on more
important aspects of business or life.

Compton is premium business partner for HP-Compaq and main focus as been to bring
new technologies to Homes and Offices. HP Premium Business Partner is a rare status in
HP. We have successfully finished several turnkey projects encompassing hardware,
software and training on complete solutions.

Our main product line is PCs, Laptops, Palmtops, Projectors, Printers, Scanners, Laser
printer, Plotter, All in ones, TFT screens, Digital Solutions, PC Maintenance, Networking,
Intranet solutions.

Compton specializes in bringing complete IT solutions to our customers. Let our

customer be a mid size corporate, or a SOHO user or a home user we try to go beyond
customer’s expectations. Our service backup facility and well trained team is our main
strength.

Compton as a team thrives to reach out to our customers through our distribution channel.
We wish to take our services globally with unwavering commitment to customer
satisfaction. We wish to move forward with strong base of values, values that keep
interest of our internal and external customers first without compromise.

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 BRIEF HISTORY

HP ORGANISATION:

H.P. came in to existence in 1939. As HP grows, Bill Hewlett and Dave Packard create a
management style that forms the basis of HP's famously
open corporate culture and influences how scores of later
technology companies will do business. Dave practices a
management technique — eventually dubbed
"management by walking around" — which is marked by
Dave Packard practices
personal involvement, good listening skills and the "management by walking
recognition that "everyone in an organization wants to do a around"

good job." As managers, Bill and Dave run the company

according to the principle later called management by objective — communicating
overall objectives clearly and giving employees the flexibility to work toward those goals
in ways that they determine are best for their own areas of responsibility.

HP becomes a publicly traded company. Its initial public offering is held November 6,
1957 for $16 per share. All employees at all levels with six months of service receive an
automatic stock grant and become eligible for a stock option program.

HP begins manufacturing in its first building in the

Stanford Industrial Park, Palo Alto. The move to the site at
1501 Page Mill Rd. is completed in 1960, when it becomes
HP's corporate headquarters. Situated on a 50 acre hilltop,

HP's new headquarters the new site supports the company philosophy that people
require attractive and pleasant surroundings to attain
maximum job satisfaction and to perform to the best of their abilities. The air-conditioned

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buildings are situated to provide views of lower San Francisco Bay
and to receive maximum natural light. The site includes a landscaped
patio, horseshoe pits, volleyball and badminton courts, and a large
cafeteria, all for the use of employees.

HP continues its tradition of innovation with the introduction of a new

array of computing products. Foremost among them is the HP-35, the
first scientific handheld calculator, which ushers in a new era of The HP-35, the
world's first
portable, powerful computing. scientific
handheld
HP continues to look for new opportunities around the globe, laying calculator
the groundwork for an eventual joint venture with China over the
course of several trips by HP representatives to that country.

The decade is marked by significant growth in earnings and employment, with HP

passing the $1 billion mark in sales in 1976. The company will pass the $2 billion mark
three years later in 1979. Toward the end of the decade, Bill Hewlett and Dave Packard
delegate day-to-day operating management of the
company to John Young.

HP becomes a major player in the computer industry in the

1980s with a full range of computers, from desktop
machines to portables to powerful minicomputers. HP also HP-150 Touchscreen and
links computers with its electronic instruments and HP LaserJet

medical and analytical products, making them faster and

more powerful.

HP makes its entry into the printer market with the launch of inkjet printers and laser
printers that connect to personal computers. HP's high-quality, inexpensive inkjet printers
spell the end of dot-matrix printers. The HP LaserJet printer line, which debuts in 1984,
goes on to become the company's most successful single product line ever. The quality
and reliability of HP's printers make HP a highly recognizable brand by both consumers
and businesses.

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Near the end of the decade, HP is recognized for its rich
past as well as for its technological advances and products.
The garage where the company started is declared a
California historical landmark, and HP celebrates its 50th
anniversary.
HP's trading symbol on the
New York Stock Exchange
becomes HPQ on May 6,
2002.

At the beginning of the 21st century, HP focuses on reducing the cost and complexity of
information technology (IT) systems for business and improving the overall experience
consumers have with technology.

On May 3, 2002, HP completes its merger transaction with Compaq Computer

Corp., the largest tech merger in history. The new HP is a leading global provider of
products, technologies, solutions and services to consumers and business. The company's
offerings span IT infrastructure, personal computing and access devices, global services,
and imaging and printing.

HP moves up the Fortune 500 listing to No. 13.

In April, Compaq unveils the iPAQ Pocket PC.

On June 2, HP completes divestiture of Agilent Technologies. As a

result of the distribution of shares of Agilent Technologies common
stock, Agilent Technologies is now a fully independent company.

Carly Fiorina is named chairman of the board of directors on

September 22.
Superdome

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HP marks advances in the area of Internet infrastructure, introducing the high-end
Superdome server line in September.

In October, HP announces a new business initiative focused on emerging markets. Called

HP e-Inclusion, the program addresses the digital divide by fostering sustainable,
profitable businesses in developing countries.

In 2004, Fortune 500 ranking H.P. Ranks 11th

In January, HP announces its digital entertainment strategy: an array of products and

partnerships aimed at transforming the way people
experience music, movie, TV, photographs and digital
entertainment content.

In February, HP dual lists its common stock on the Nasdaq

stock market.
Digital Entertainment
Center z500
In April, HP wins the Corporate Innovation Award from the Institute of Electrical and
Electronic Engineers (IEEE) for the development and commercialization of thermal
inkjet technology.

In August, new digital entertainment products are rolled out, including Vivera inks,
plasma and LCD flat-panel TVs, and the HP Digital Entertainment Center, which allows
consumers to manage music, movies and photos from a single device in a living room
setting.

HP Chairman and CEO Carly Fiorina steps down in February. In March,2005 HP names
Mark Hurd to serve as CEO and president.

In April, HP acquires online photo service Snapfish.

In July, HP announces a breakthrough, scalable printing platform. The inkjet printhead is

fabricated as one unit via a photolithographic process, rather than welded together in
post-production. HP also unveils the world’s fastest home photo printing devices.

5
 COMPANY PROFILE

Production & Financial Status:

In 1988, Bryce introduced the 10K, the world's first address printer to incorporate HP
inkjet technology. Today, Bryce has produced and sold more HP-based inkjet address
printers than any other company in the world. "HP was the clear choice for Bryce back
then, and continues to be the clear choice for Bryce to this day," says Thomas A.
Herrmann, Bryce president and CEO. "HP inkjet technology enables us to provide
customers with the highest print quality, and the HP inkjet cartridges are reliable, easy to
use and readily available."
Bryce now offers 16 different address printers that utilize HP inkjet technology, with print
capabilities from 2,500 to 25,000 addresses per hour at up to 600 dpi. Bryce also
manufactures the only full-color address printer on the market. Along with professional
mail houses, Fortune 500 companies, and colleges and universities, Bryce address
printers are used throughout local, state and federal governments.

Tom Herrmann says his ongoing partnership with HP has been instrumental in Bryce's
continued success, adding, "The use of HP inkjet technology in Bryce products really
represents a win-win situation." For Bryce in particular, Herrmann maintains, "HP
technology has definitely made us more successful. And working with Hewlett-Packard
reduces product development time significantly by providing access to advanced HP
technologies that are either difficult to reverse engineer or are patent-protected."

HP Production Unit

Personal Systems Group

Personal Systems Group (PSG) revenue grew 8% year-over-year to $6.4 billion, with unit
shipments up 14%. On a year-over-year basis, desktop revenue decreased 3% and
notebook revenue grew 21%. Revenue for commercial clients, which includes

6
workstations, grew 6% over the prior-year period, while revenue in consumer clients
grew 8%. PSG reported an operating profit of $163 million, or 2.6% of revenue, up from
a profit of $23 million in the prior-year period.

Imaging and Printing Group

Imaging and Printing Group (IPG) posted quarterly revenue of $5.9 billion, up 5% year-
over-year. On a year-over-year basis, consumer hardware revenue increased 1%, with unit
shipments up 8%. Commercial hardware revenue grew 5%, with unit shipments up 12%.
Color laser unit shipments increased 31% year-over-year and multi-function printer
(MFP) shipments increased 67%, reflecting continued momentum in key growth
initiatives. Supplies revenue grew 6%. Operating profit was $771 million, or 13.0% of
revenue, down from a profit of $836 million in the prior-year period.

Enterprise Storage and Servers

Enterprise Storage and Servers (ESS) reported revenue of $4.0 billion, up 20% over the
prior-year period. On a year-over-year basis, industry-standard server revenue increased
28%, business-critical systems (BCS) revenue grew 7% and networked storage revenue
grew 15%. Within BCS, revenue in HP Integrity servers grew 113% year-over-year and
HP-UX revenue grew 8%. ESS reported an operating profit of $150 million, or 3.8% of
revenue, up from a loss of $211 million in the prior-year period.

HP Services

HP Services (HPS) revenue grew 10% year-over-year to $3.8 billion. On a year-over-year

basis, Managed Services revenue grew 21%, Technology Services grew 7% and
Consulting and Integration grew 12%. Operating profit was $256 million, or 6.7% of
revenue, down from a profit of $314 million in the prior-year period.

Software

Software reported quarterly revenue of $249 million, an increase of 11% year-over-year,

with revenue in HP OpenView and HP OpenCall increasing 13% and 5%, respectively.

7
Software reported an operating loss of $40 million, compared with a loss of $48 million
in the prior-year period.

Financial Services

HP Financial Services (HPFS) reported revenue of $489 million, essentially flat year-
over-year. Finance volume, a leading indicator of future revenue, grew 4% over the prior-
year period, and net portfolio assets grew 1 percent to $6.9 billion. Operating profit was
$58 million, or 11.9% of revenue, up from a profit of $42 million in the prior-year period.

Asset management

Inventory ended the quarter at $6.6 billion, up $180 million sequentially and down $101
million year-over-year. Accounts receivable decreased $502 million sequentially and
increased $299 million over the prior-year period to $8.8 billion. HP's dividend payment
of $0.08 per share in the third quarter resulted in cash usage of $231 million. In addition,
HP utilized $860 million of cash during the third quarter to repurchase stock. HP exited
the quarter with $14.6 billion in gross cash, which includes cash and cash equivalents of
$14.4 billion and short- and certain long-term investments of $117 million.

Outlook

HP estimates Q4 FY05 revenue will be in the range of $22.4 billion to $22.8 billion, with
non-GAAP earnings per share in the range of $0.44 to $0.47. This excludes after-tax costs
of approximately $0.03 per share from amortization of purchased intangible assets, and
approximately $900 million, or $0.22 per share in workforce reduction costs. It also
excludes a one-time credit of approximately $200 million, or $0.05 per share, related to
benefit plan changes.

8
 HEWLETT-PACKARD COMPANY AND SUBSIDIARIES

Quarterly Summary
Three-month periods ended
January 31 April 30 July 31 October 31
In millions, except per share amounts
2007
Net revenue . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $19,514 $20,113
$18,889 $21,389
Cost of sales(1) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14,564 15,045 14,443 16,288
Research and development . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 875 910 862 859
Selling, general and administrative . . . . . . . . . . . . . . . . . . . . . . . 2,719 2,816 2,738 2,751
Amortization of purchased intangible assets . . . . . . . . . . . . . . . . . . . . . . 144 148 146 165
Restructuring charges . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 54 38 9 13
Acquisition-related charges . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 9 6 24
In-process research and development charges . . . . . . . . . . . . . . . . . . . . . — 9 28 —
Total costs and expenses . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18,371 18,975 18,232 20,100
Earnings from operations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1,143 1,138 657 1,289
Interest and other, net . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 2 20 2
Gains (losses) on investments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 (5) 1 (1)
Dispute settlement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . — (70) — —
Earnings before taxes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1,163 1,065 678 1,290
Provision for taxes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 227 181 92 199
Net earnings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 936 884 586 1,091
Net earnings per share:(2)
Basic . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $ 0.31 $ 0.29 $ 0.19 $ 0.37
Diluted . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $ 0.30 $ 0.29 $ 0.19 $ 0.37
Cash dividends paid per share . . . . . . . . . . . . . . . . . . . . . . . . . .$ 0.08 $ 0.08 $ 0.08 $ 0.08
Range of per share closing stock prices on the New York Stock Exchange and
Nasdaq Stock Market:
Low . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $ 21.28 $ 19.70 $
19.50 $ 16.50
High . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . $ 26.12 $ 24.12 $
22.00 $ 20.50

9
 PRESENT MARKETING STRATEGY

HP Corporate Marketing:

HP is a company unlike any other. They serve everyone from consumers to small and
mid-sized businesses to enterprises to public sector customers with an extensive portfolio
of market-leading solutions specifically designed to meet the needs of each customer
segment. They focus on helping people apply technology in meaningful ways to their
businesses, personal lives and communities. Their annual R&D investment of nearly $4
billion fuels the invention of products, solutions and new technologies, to serve
customers better and enter new markets. They produce an average of 11 patents a day
worldwide. In addition to the R&D and innovation in their product and services groups,
HP Labs provides a central research function for the company focused on inventing new
technologies to improve the customers’ lives, change markets, and create business
opportunities.
Source: Technology Business Research, Inc., October 26, 2006 Millions of people around
the world use HP technology every day. They re the largest consumer IT company, the
world’s largest SMB IT company and a leading enterprise IT company. For more than
100 million cell phone subscribers, it is HP software that identifies them when they turn
on their phones and allows them to place calls. HP powers 100 of the world’s stock and
commodity exchanges, including the New York Stock exchange and 14 of the world’s
largest trading markets. In response to customer needs and the changing market
conditions, they have built a portfolio unequaled in the industry. HP technology now
ranges from consumer handheld devices all the way to some of the world’s largest and
most powerful supercomputer installations. Their strategy is to offer products, services
and solutions that are high tech, low cost and deliver the best customer experience. No
other company has the portfolio, people and expertise to deliver on all three. They have a
dynamic, powerful team of 150,000 employees doing business in more than 170
countries. Revenues reached $79.9 billion for the fiscal year that ended October 31,
2006 HP has corporate headquarters inPalo Alto, California.

10
HP has a significant presence in all markets we serve

Consumer – “Our consumer business has leadership in handhelds, notebooks, printers

and cameras – focused on delivering simple, rewarding experiences to hundreds of
millions of customers”.

Small and medium business – Working with local reseller partners, HP serves business
customers worldwide to provide specialized expertise, a complete portfolio of products,
solutions, and services, and a simplified ownership experience. They have market-leading
positions in datacenter and office computing, and the imaging and printing market.

Enterprise – The enterprise segment draws from HP’s full portfolio of products, services
and solutions. We collaborate with large customers to build an Adaptive Enterprise
helping them achieve more simplicity, agility and value across their organization. We are
No.1 or No. 2 in all three server-based operating environments, and we hold top positions
in enterprise storage and IT services management.

Public sector, health & education – With more than 60 years of experience serving the
technology needs of the public sector, HP brings the full breadth of its portfolio and
alliances to help governments, educators, healthcare
providers and others working in the public interest to lower their costs, increase
efficiencies and serve their citizens, businesses and other government agencies better.

Their Key Words “Doing well by doing good”

“As proud as we are of our capabilities, we are equally proud of our people, our standards
and values, and our deep commitment to global citizenship. Since our first year in
business in 1939, HP has given back to communities
through philanthropic donations of money, equipment and time. While the scale and
reach of our business have changed in 66 years, our commitment to communities hasn’t.
The challenge is to continue to shape the impact of

11
corporations as a constructive force, using our heritage and our actions as tools for doing
so. Today, we employ new models of engagement and new business and technology
solutions to help more people around the globe to participate in the world economy via
information technology.

HP and TIBCO Software Announce Multi-year Agreement to Develop Marketing

Strategies & Products for Service Providers and Telecoms

Hewlett-Packard Company and TIBCO Software Inc. announced an agreement to jointly

develop products, solutions and marketing strategies for the service provider and
telecommunications markets. Through a three-year collaboration agreement, the
companies plan to support high-volume online transactions and to enhance the
performance, reliability and advanced middleware needs of global customers.

The alliance will leverage HP Open View management solutions to integrate TIBCO
Software's real-time e-business infrastructure software with the HP Net action Internet
operating environment to help customers implement reliable, secure, scalable and
manageable e-business solutions.

TIBCO's integration, B2B and XML solutions enable customers' disparate applications to
interact in real time. In addition to the collaboration that will use HP's process
management technology and application development toolset, the HP Middleware
Division will lead HP's joint development activities using standards such as J2EE and
XML technologies that will complement the current TIBCO products, providing a
development pathway for future jointly developed products and services.

"This agreement is an important step in HP's software strategy," said Bill Russell, vice
president, HP Software Solutions Organization. "TIBCO is a leader in business
integration software and this agreement builds on HP and TIBCO's shared vision of the
evolution of e-business technologies, our joint development plans and our collaborative
market strategies."

12
"The old model of business was standalone, but today's model is collaborative," said
Vivek Ranadivé, chairman and CEO, TIBCO Software. "This agreement shows the
commitment of TIBCO and HP to bring industry-leading solutions to the
telecommunications marketplace."

In addition to the joint development work, HP Consulting will recommend TIBCO as a

preferred integration solution vendor for the service provider and telecommunications
markets. HP and TIBCO are currently working together with joint customers, and jointly
developed software products are expected to be available to the marketplace within one
year.

TIBCO Software Inc. is a leading provider of total business integration solutions

delivering infrastructure software that enables companies to seamlessly integrate business
systems in real time. TIBCO's products enable the real-time distribution of information
through patented technology called The Information Bus™, or TIB®. TIBCO technology
was first used to digitize Wall Street and has since been adopted in diverse industries
including financial services, telecommunications, electronic commerce, transportation,
logistics, manufacturing and energy. TIBCO's global customer base includes more than
1,000 customers such as Cisco Systems, Yahoo!, Ariba, NEC, Enron, Sun Microsystems,
GE Capital, Philips, AT&T, Pirelli and AOL/Netscape. Headquartered in Palo Alto, Calif

Hewlett-Packard Company -- a leading global provider of computing and imaging

solutions and services -- is focused on making technology and its benefits accessible to
individuals and businesses through simple appliances, useful e-services and solutions for
an Internet infrastructure that's always on.

HP had total revenue from continuing operations of $48.8 billion in its 2000 fiscal year.
Information about HP and its products can be found on the World Wide Web.

TIBCO, The Information Bus and TIB are trademarks or registered trademarks of TIBCO
Software Inc.

13
Legal Notice Regarding Forward-Looking Statements: This release contains forward-
looking statements regarding TIBCO's business, customers, markets served or other
factors including the performance of TIBCO's strategic partner, the continuation of this
relationship, and the ability of products to meet customers' expectations, needs, or
perform as described that may affect future earnings or financial results. TIBCO's actual
results could differ in such forward-looking statements. Reasons for why actual results
could differ materially include if the relationship does not continue, or the products are
unable to successfully meet customers' expectations, needs, or perform as described.
Additional information concerning factors that could cause TIBCO's actual results to
differ materially from those contained in the forward-looking statements can be found in
TIBCO Software's filings with the Securities and Exchange Commission (SEC),
including but not limited to its most recent reports on Forms 10-Q and 10-K filed with the
SEC on Oct. 13, 2000, and Feb. 25, 2000, respectively, which identify important risk
factors that could cause actual results to differ from those contained in the forward-
looking statements including limited independent operating history, history of losses,
unpredictability of future revenue, dependence on a limited number of customers,
relationship with Reuters Group PLC, rapid technological and market changes, risks
associated with infrastructure software and volatility of stock price. Copies of filings
made with the SEC are available through the SEC's electronic data gather analysis and
retrieval system (EDGAR) at www.sec.gov. TIBCO assumes no obligation to update the
forward-looking statements included in this document.

This news release contains forward-looking statements that involve risks and
uncertainties, as well as assumptions that, if they never materialize or prove incorrect,
could cause the results of HP and its consolidated subsidiaries to differ materially from
those expressed or implied by such forward-looking statements. All statements other than
statements of historical fact are statements that could be deemed forward-looking
statements, including any projections of earnings, revenues, or other financial items; any
statements of the plans, strategies, and objectives of management for future operations;
any statements concerning proposed new products, services, or developments; any
statements regarding future economic conditions or performance; statements of belief and

14
any statement of assumptions underlying any of the foregoing. The risks, uncertainties
and assumptions referred to above include the ability of HP to retain and motivate key
employees; the timely development, production and acceptance of products and services
and their feature sets; the challenge of managing asset levels, including inventory; the
flow of products into third-party distribution channels; the difficulty of keeping expense
growth at modest levels while increasing revenues; and other risks that are described
from time to time in HP's Securities and Exchange Commission reports, including but not
limited to the annual report on Form 10-K for the year ended Oct. 31, 2000, and
subsequently filed reports. HP does not intend to update these forward-looking
statements.

As Vice President of OS Marketing for the Industry Standard Server Group at HP, Rick
Becker leads the alignment of marketing strategies and programs with HP's leading
strategic OS partners to drive HP server sales. His Industry Standard Server Group is
responsible for the market-leading ProLiant server business, which offers the best in open
source Linux solutions on industry.

Previously, as the Director of Strategic Relationships for HP, Server Products

Division, Becker led strategic marketing, strategic planning and post merger integration
projects for HP's highly successful server business.

Before joining Compaq, now the new HP, in 1994, Becker was Director, Corporate
Strategy at Novell. During his seven years at Novell, Becker held a variety of
management assignments in corporate strategy and business development.

Becker earned a Bachelor of Science degree in Computer Science from University of

North Texas.

HP would like to be able to provide information to everyone who seeks it, but
unfortunately we're limited by both business and legal restrictions about what we can
disclose.

15
 In addition, time constraints prevent HP executives, managers or any other HP employees
from granting interviews to members of the public and from participating in academic
surveys, either oral or written.

Types of information that cannot be made available to people outside of HP include:

 Nonpublic product details:- We cannot reveal internal details regarding existing,

new or proposed products or processes. Public product information is available online.

 Financial:- HP cannot disclose nonpublic consolidated financial information,

production and overhead costs, profit margins, bids, sales forecasts, sales and order
volumes prior to quarterly release, budgets, quotas and targets, information on a
particular product's sales, orders or projections. Marketing: HP does not disclose
product-introduction plans and dates; short- and long-term market strategy or customer
lists; sales, marketing and pricing plans; information about market share, market strategy
or marketing plans other than what has been publicly discussed in press releases or
otherwise publicized. We do not make HP promotional items available.

 Research and development:- HP cannot reveal technical and performance

specifications, lab notebooks, product plans, projects in progress, project problems or
product code names

 Manufacturing:- We do not reveal vendor names/relationships, manufacturing-

operations data, production and inventory levels, future plans and sites, material cost or
product failure rates, or process strategies.

 Personnel data:- Aside from information on executive salaries that is available in

HP's 10K filing, HP does not reveal personnel data such as compensation information,
ranking and job descriptions, names and titles of employees below the functional-
manager level or departmental organization charts. Training manuals, employee
handbooks, internal communications or evaluation forms are also not available to the
public.

16
There are over 8 million businesses in the United States alone, with each one trying to
stand-out from the crowd and grow their market share. Here to help you with that
daunting task is HP Balu Doraisamy, who is a Managing Director, HP India,
Marketing small business marketing system. Balu will be providing tips, tricks and
guidance to help you improve your business, your relationships with your customers (and
prospects) and ultimately your bottom-line.

“It may not be that glamorous but one of the best ways to differentiate your business is to
show your clients and prospects checklists.

See, lots of folks talk about quality, speed and accuracy but few really deliver it. If you
could offer your prospects proof that you not only deliver the goods you have a 10 point
system that guarantees it, well, I think your business would be the obvious choice.

Almost every business has checklists (even mental ones) that they go through to ensure
the job gets done right, the order gets packaged right or the service is delivered on time.
Few however, take the time to document those systems in the form of a checklist and
fewer still think to use those checklists as marketing tools.

What if you produced a document that read: Our 10 point white glove inspection
guarantees that your car will be spotless - and then proceeded to list all 10 steps.

How about your web site optimization process, your financial investment risk analysis,
your safety process, your service punchlist. . . there is no end to the creative ways you
can approach this. People love top 10 lists and checklists because they take something
that is often complicated or boring and turn it into something that is simple and even
entertaining.

Few things are sold without a prospect reading a written word or two.

Business owners often ask me what they should be looking for in a marketing assistant
and I always say - find someone who can write.

Now, let me back up and tell that what I really mean. Find someone who will write.

17
Many people claim that they are not good writers and my take is that they simply don't
write. In order to become a good writer, in order to use writing as a marketing skill you
must write. You can always have someone edit what you write, but it's the act of writing
that starts the marketing ball rolling. (I know my editor friends out there wish I would
take that editing advice.)

Here's what I have found.

Writing creates ideas. It's rarely the other way around. Many times I have no idea what I
am going to write, but once I start, ideas just happen. What comes about is often far
greater than anything I could have simply thought and then transferred to paper or screen.

Writing will help you have something to say. The more you write, the better you will sell.
Writing will help you listen more actively. Write speeches, write notes, write essays
unrelated to your business. Okay, write sales letters, write web pages, write white papers.
Just, write first, and then see what you had to say

I know that you know business marketing is not about sitting around in board rooms
discussing branding strategies...it's about selling something to someone. When it comes
right down to it if you can't write an ad or letter that makes people want to buy what you
have to sell (even if that's just an appointment) then you are sunk”.

18
 Some Marketing Tips from HP
Have a specific call to action - Many small business ads and sales materials don't really
tell you what they want you to do. They stop just short of leading you. Take your reader
by the hand and tell them exactly what you want them to do next. Call for more
information, download a free report, attend a seminar.

Make it easy to respond - In this day and age that means: 800 #, fax, email, website,
mobile, voice mail, credit cards, check by fax. Don't give your readers and clients a
reason to say no...sometimes it doesn't take much.

Repetition - Don't assume that every reader will read your entire marketing pitch. Some
will scan. Repeat your benefits, say them in different ways, use examples to illustrate
them.

Longer is often better - It doesn't mean you need to ramble but, in order for someone to
get the real picture you are trying to draw for them, including testimonials, examples,
benefits, and buying options, you must provide them with enough content to do the job.
Don't make the mistake of believing no one will read a letter that is more than one page.
If your headline is compelling and your copy sings, they will follow to the end and then
you will have them.

End with the beginning again - Restate what you have to offer, wrap up what you want
them to do, and retell them how they are going to benefit by doing it now. Put your
biggest point or even your offer in a PS.

A great sales letter should make a promise- draw a picture, prove its claims, and push
the prospect into a buying decision. (Think 4 P's - Promise, Picture, Prove, Push)

Use Powerful Headlines - Some of you might think I've beaten this one to death...but
fewer than 2 out of 10 people will read your letter if you don't have a good headline...you
can't sell anything if they don't read the offer.

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Write Like You Speak - English scholars will find this advice abhorrent, (sorry!) but a
sales letter or ad is simply selling in print, so sell like you sell. Many writers lose their
way when they attempt to use feckless language. (huh?)

Pepper your reader with benefits- Tell them what's in it for them. It doesn't really
matter that you have a 100% on time policy unless you make them realize that means
they won't have to waste their time waiting on you.

Use testimonials - Getting testimonials to use in your marketing materials can be some
work but it's well worth it. People love to read that someone just like them thinks your
company is great or that your service provided them with a very specific benefit. A great
way to put your referral marketing on autopilot is to send small little postcards every
other month or so. Describe is some detail a problem a client had...then of course
describe the brilliant solution you provided...and send them out to your clients, friends,
contacts, and other network folks. The key to this tactic is that you also ask them to
forward this card to anyone they know who might have a similiar challange. If you do
this routinely you will be amazed at the results. I have found that Marketing With
Postcards is a great source for countless ways to use this little tool in your marketing. At
least go download the free chapters that he gives away.

Innovative leaders in marketing.-

The Idaho State Lottery serves a diverse group of layers segmented on types of games
played and frequency of play. The Lottery uses the hp/indigo digital print solution to
customize newsletters and direct mail pieces to their premier customers.

“We have been using the hp/Indigo solution for customizing and personalizing the direct
mail pieces that go to our Lottery V.I.P. Club members. This form of customized
marketing has been very successful for the Lottery. It allows us to specialize messages to
our top, most active players. It is a win for us!”

The Idaho State Lottery is a state run agency that is showing leadership in marketing. The
Lottery implemented a customer driven strategy that uses personalized customized
marketing materials to increase customer awareness of their programs and promotions

20
and created a personal touch with their most highly valued customers. “There is no doubt
about it, personalized marketing gives a company

21
 FUTURE PROJECT
From HP lab
"In the future we'll only travel when we want to and not when we need to," says HP
Fellow Norm Jouppi. Jouppi, who last year joined HP Labs from Compaq's Western
Research Lab, is playing a major part in making that future a reality. Working in HP Labs'
Mobile and Media Systems, Jouppi and his team of researchers have created what they
call Mutually-Immersive Mobile Telepresence -- BiReality, for short.Put at its simplest,
BiReality allows you to be in two places at the same time. Imagine being in a meeting,
seeing and hearing everyone there clearly and life-sized -- and yet being a thousand miles
away in your office. That's BiReality.

Robot is your stand-in

Jouppi's technology is about giving you (and the people you are visiting) the sense that
you are really present in that remote place, to the point that you can catch the eye of
someone in the room, or even whisper an aside to them. without you having to be there at
all.To make BiReality work, Jouppi and his team have created what they call a surrogate,
a machine that does the traveling for you.

This robot-like device can go anywhere that a wheelchair can. It carries sets of cameras
and microphones that give a 360-degree audio and video view of its surroundings,
displaying your head on four flat panel displays. The displays can be at either sitting or
standing height.

Beats videoconferencing
While Bi-Reality stands in for you, you sit back in a room at your office and move the
surrogate around with a computer game-style joystick. The room contains projectors that
display a 360-degree view of the remote location on screens all around you. Coupled with
near-perfect 360-degree sound reproduction, you have the sense of really being in that
far-off place.

22
"Business travel is time-
consuming, expensive and
a hassle," says Jouppi.
"Then there are
environmental
considerations -- each
cross-country flight
produces tons of carbon
dioxide."

Video conferencing , the current best alternative to traveling for a meeting, leaves much
to be desired. As anyone who has used videoconferencing will attest, the person you see
in the small, jittery picture on the screen in one corner of the room hardly seems a real
participant in the meeting. It's even worse for the person on the remote end, who often
can't see or hear the proceedings well enough to participate.

HP Labs India was established in February 2002 to create a world-class lab with a focus
on the needs of Emerging Markets such as India. The mission of this lab is to generate
ICT innovations targeted at the world's emerging economies by understanding relevant
social, cultural, economic and technological drivers.

The motivation for our work is to extend the advantages of technology beyond the
population that now has access to some form of ICT, and to serve a much larger segment
of the society.

HP Labs India is headquartered in Bangalore, India. It works closely with other units of
HP Labs worldwide, as well as the business units of HP. In Bangalore, it is hosted by
Hewlett-Packard India.

We also work with other like-minded organizations, and have set up a joint lab with IIT
Madras, focusing on technologies for developing markets. The objective of the joint lab is
to provide an environment for HP employees to work with faculty, research staff and
students in the creation of communication technologies.

23
Research at HP Labs India has a multi-disciplinary character. Currently our emphasis is
on:

 Language technology, including handwriting and speech communication

interfaces for computers

 Appropriate access devices to provide Internet and computing access at low

cost; equipment and software that can be used in a shared mode, to enable
access to the benefits of ICT to those who cannot afford to acquire standard
equipment.

 Communication concepts and techniques relevant to the environment of small

towns and rural areas in developing countries.

 Understanding the socio-economic context of the bulk of the population, from

a point of view of identifying potential uses of ICT to this segment.

 New models for human interaction with IT equipment and software, to offer
easily usable and trouble free interfaces to the above-mentioned segment of
the population.

24
 Vision
HP Labs India aims to:

 Do leading edge research

 Act as a Change Agent

 Partner with like minded institutions in order to create innovations thatImprove

quality of life

 Provide access to information infrastructure

 Enhance productivity of individuals and businesses

 Create economic opportunities for participation in the economy

 Open up new markets for HP taking into consideration

 Purchasing power

 Literacy levels

 Communication infrastructure

 Local language needs of emerging markets like India.

Almost like being there

With BiReality, says Jouppi, "everything's presented life-size. We preserve colors
accurately. We not only preserve eye contact, but we preserve gaze. So I can tell what you

25
are looking at when you're not looking at me. I can tell if you are looking at your notes or
if you're looking at the clock and all those things are important cues."

All this adds up to what Jouppi calls an immersive environment.

Given the awfulness of videoconferencing, and the time and money that most businesses
spend on travel every year, it's surprising that few others are working to create immersive
environments.

"It's kind of obvious when you think about it in retrospect," reflects Jouppi. But perhaps
that's what defines a really good new idea."

Virtual reality for the office

The idea that became BiReality came out of Jouppi's own unsatisfying experiences with
videoconferencing. While working on a new graphics accelerator chip, he had used early
videoconferencing hardware. At first, he recalls, "it was just a source of humor, as
opposed to actually being useful."

But the experience got him thinking. "I'd seen a lot of people doing virtual reality, trying
to make immersive fake worlds," he says. "I was interested in making an immersive
depiction of the real world."

Jouppi had already made a name for himself in microprocessor and graphics chip
architecture -- he was recently named a Fellow of the IEEE for his contributions to the
design and analysis of high-performance processors and memory systems -- when he
began looking for new challenges.

Patents pending
And although the dawn of a commercial version of the BiReality system is still some
years off, Jouppi and his team have a string of patent applications pending for their work
in Mutually-Immersive Telepresence.

26
Having been part of a much smaller research presence at Compaq (as part of a research
lab that Compaq inherited from Digital Equipment Corporation), Jouppi's happy to have
found a home at HP Labs.

"It's exciting to be part of a place where they have 'invent' a part of the corporate logo,"
he says. "Innovation is always exciting."

CHALLENGE
The key challenge for the agency was to develop and implement a marketing strategy that
would maximize the limited marketing funds. “It’s a position that both private and public
entities face in getting the most effective use of your marketing funds. We have the
responsibility for using the taxpayer dollars in a way that maximizes our return on
investment. To us that means having a better understanding of our most valuable
customers and marketing effectively to them,” says Hoff. The agency started with
minimal customer information about their key segment. They created an integrated
marketing strategy using their website and direct marketing pieces and built a VIP Club
to effectively market to those customers.

The objectives for this customized marketing approach are two-fold:

• Increase customer loyalty through personalized/customized marketing to target

customers.

• Better understand the customer demographics and psychographics.

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The Idaho State Lottery uses the hp/Indigo digital printing solution to create newsletters
that are customized with the customer name and address. These pieces use variable
content such as offers and images that appeal to the different customers. Additionally, the
lottery sends out birthday cards with the customer’s name, personal information, and an
offer with a unique bar code. This allows them to track the response rate, as well as
gather important customer information. The response rate from the birthday cards has
been excellent.

SOLUTION
• Internal creative marketing team at the lottery.
• CRM solution that allows them to track important customer information and integrate
that information into marketing pieces.
• A print provider that understood the benefits of variable print data.
The creative team at the Lottery is instrumental in driving the usage of personalized
marketing.

Customer database information that is gathered off the web registration.

Graphics Avenue, a Boise, Idaho based company played a key role in both educating the
customer on the opportunities with variable print data as well as the ability of the
hp/Indigo digital print solution. Dave Street, owner of Graphics Avenue noted, “Currently
the Idaho Lottery is using ‘simple personalization’ which is used in the barcode and
coupon applications. In some applications they are mixing traditional press with digital
customization. Depending on the job size they can use full digital and remain cost
competitive.”

Digital printer: The biggest benefit to digital printing overall right now is the flexibility.
The lottery chose to use the solution because they could cost effectively print smaller

28
quantities, saving up to 20%, they were also able to preview the actual output. Most
importantly, they realized the flexibility and effectiveness of using their database for
customized marketing pieces that gained attention.
Enrollment is up from 14,000 to over 40,000 participants as a direct result of the
customized targeted marketing. Additionally, we have a real strong usage of our website”,
states Hoff. Key results are as follows:
up by over 26,000 participants
database that allows the Lottery to segment and use marketing dollars effectively
track customer buying behavior
target spending.

29
 CUSTOMER RELATION MANAGEMENT
Executive overview
The paradigm shift from business focus to a customer focus has resulted in Customer
Relationship Management (CRM) being on the corporate agendas across all major
industries, and most visibly in consumer based businesses. Forester and Gartner predict
that business will spend $11B by 2002†. What is driving this level of investment? How
did we get here? Where should we focus our expenditures and resources to get the most
out of CRM initiatives, and not fall victim to the latest technology spending “fad”?
Electronic business has grown at an exponential rate such that the latest forecast is that by
2003, the amount of commerce conducted over the web will top $3 trillium (Gartner
Group). Merchants can get to market faster with new products and services, expand
revenue channels, extend reach globally, improve customer service, enhance customer
loyalty and reduce cost. Many definitions of CRM exist and therefore HP has taken the
many definitions of CRM and defined Enterprise CRM to be a business strategy that
involves focusing knowledge business processes, and organizational structures around
customers and prospects enterprise-wide. As the customer relationship becomes more
electronic in nature customers want innovative, clever and convenient ways of doing
business. Industries are experiencing the challenge of ATM machines not remembering
that the preferred language is English or that a telephone switch has no concept of
customer. Therefore a second paradigm shift towards effective and electronic Customer
Interaction, which provides the ability to have a personalized dialogue/conversation
with each individual customer seamlessly across channels/ touchpoints and over time has
evolved. Based on this definition, Hewlett Packard has developed an industry-based
Reference Model accompanied with a principlesbased Functional Architecture for CRM
and Customer Interaction. These are the topics that this paper will discuss.

30
Compaq to Build Next Generation Customer Relationship Environment for Target
Corporation

Compaq Computer Corporation announced that Target Corporation has chosen Compaq's
Zero Latency Enterprise (ZLE) architecture to redefine its customer relationship
management (CRM) model and provide a foundation for increasingly innovative guest
services.

The Target implementation of ZLE, based on Compaq's Non-Stop Himalaya-server and

database platform, will enable the retailer to optimize and leverage customer interactions
across its enterprise by ensuring real-time access to information. This technology creates
opportunities for unified guest services by integrating touch points whether a customer is
shopping in the store or online.

"Compaq has been a great technology partner of Target Corporation for more than 20
years," said Paul Singer, CIO, Target Corporation. "What caught our attention with this
technology is its ability to support a mixed workload that includes both real-time
transactions and analytical processing. This is a competitive advantage for our
organization. It allows us to skip a generation and move even faster towards achieving
our guest service initiatives."

"Our work with Target is a prime example of how Compaq ZLE helps customers create
and enable real-time enterprises," said Howard Elias, Compaq senior vice president and
general manager, Business Critical Server Group. "We appreciate the opportunity to
partner with Target to build a real-time CRM environment, and to see the significant
competitive advantage it provides to their business."ZLE is a transaction-oriented
solution providing a single, integrated view of business and customer transactions as they
occur, no matter where they occur in the enterprise, in real time. In a zero latency
environment, the flow of internal information is accelerated to the point where
transactions are instantaneously propagated within the enterprise and can be acted upon

31
in real time. Gartner, which originated the zero latency concepts, forecasts that almost
every successful business will have some form of ZLE infrastructure. Compaq is building
ZLE solutions today aimed at the highly competitive telecommunications, finance, and
retail markets where immediate insight into customer actions and business transactions
offers a compelling advantage.

In the retail industry, many companies are moving quickly to deploy advanced CRM
solutions that are increasingly real-time-based. Gene Alvarez, program director with
META, said, "By 2002/03, we believe the leading bricks and clicks e-tailers will be those
that have interwoven their operations infrastructure and CRM technologies to support
engagement, fulfillment, transaction and service across all customer channels equally.
Moreover, we believe that organizations that desire multi-channel e-tailing solutions will
make investments in these solutions during 2001/2002."

About Target

Target Corporation operates large-store general merchandise formats, including discount

stores, moderate-priced promotional and traditional department stores. The company
currently operates 1,306 stores in 46 states. This includes 976 Target stores, 266 Mervyn's
stores and 64 Department stores.

Evolution of CRM
Significant changes in the last fifty years have occurred through time, target market, and
the value proposition as various customer and product marketing approaches have
evolved. Mass Marketing replaced the intimacy of door-to door sales forces. This
business strategy was measured by market share and relied on pushing product and
creating brand recognition among the masses. Various channels such as T.V., radio,
newspaper, and magazines served as enablers to communicate to large populations
simultaneously with the identical sales and marketing message. Although successful
initially, this marketing approach lost impact with respect to client loyalty and trust, since
the industry wanted excellence in operations, and not excellence in serving the customer.

32
The client loyalty + client retention resulted in smaller share of wallet and a decrease in
revenue. target marketing (1 to target group interaction) In the early 80s, a revolutionary
approach to telemarketing, direct mail, and electronic mail permitted easier selection of
target clients with the capability of receiving a direct response. Database marketing
applications shifted through mass populations and potential clients. This still resulted in
multiple channels generating their own unique marketing potential client lists. This
business strategy was also measured by market share (daily product sales) and not the
lifetime value of relationship. Target marketing has improved results over mass
marketing; but now consumers’ mailboxes are clogged and the ability to create targeted
outbound messages was diluted by the industry’s tendency to over-communicate. The
final result for Target Marketing is that it is expensive, ineffective, and irritating to the
customer. In addition, marketing to the averages resulted in average marketing results.
customer relationship marketing (1 to 1 interaction) In the 90s, studies have shown that
“it is 6 time more expensive to gain a new customer than to retain an existing one”.
Statistics like these have pushed the industry want to become more knowledgeable and
intimate with customers. Business drivers were determined to qualify and justify
development initiatives such as :

• Increasing the loyalty of profitable customer

• Improving cost efficiency and effectiveness of marketing campaigns
• Cross selling opportunities
• Reducing customer attrition/churn
• Tailoring prices, offers, or product components to specific types of customers
• Provision of single point of contact with a customer 5 introduction

Peppers & Rogers† in their book have the following methodology for relationship
marketing Figure 2: Relationship Marketing The first stage is to identify the client and
understand client behavior with attributes in order to understand their needs, habits, and
desires. The knowledge obtained in this stage is “fed” into marketing campaigns,
treatment plans, and business strategies. The second stage is to start managing the
customer relationship by first performing direct customer interaction and then continually

33
integrating all relevant interaction or dialogue that occurs across passive and active
network of client channels or “touch points”. In order to dynamically maintain the client
life cycle, the relevant client dialogue must be captured and customized for the best
possible future action. Ultimately, the vision is to build a “one-to-one Enterprise” such
that the most valuable customer is treated differently by providing customized products
and services. what is enterprise customer relationship management (CRM)? The
Customer Relationship Management life cycle process realise the fact that we need to
know your customer and enable the various customer-centric processes of acquiring,
identifying, nurturing, securing, and retaining clients in order to enable a company to
increase revenue by preserving customer loyalty and retention.

Some say CRM is sales force automation that assists sales people to better manage their
sales forecasts, customers, opportunities and contact information. In fact, Hewlett
Packard has seen that CRM actually represents an enterprise business strategy that
involves focusing knowledge, business processes and organizational structures around
customers and prospect for the whole organization. Surrounding this business strategy is
an information technology infrastructure consisting of data warehouses, decision engines
and integrated middleware for touchpoints/channels in order to better understand
customer behaviour and respond in a timely and relevant manner. Business Strategy
During the last 10 years, a major shift from a mass market culture of standardized
products and options to a dynamic market culture where many products and options can
be customized to satisfy specific needs and preferences of an individual has occurred.
Today’s consumers’ can no longer be treated as a “homogenous collection of revenue
generating unitsӠ, but rather as individuals whose specific wants and needs determine
unique behaviour (buying patterns, channel usage, etc.).

Principles For Building Strong

Customer Relationships:
How do you acquire, strengthen, and retain strong customer relationships in the era of
electronic delivery channels?

34
Principle 1: By knowing more about the customer value and anticipating relationship
needs better than when the customer was involved in a high-touch relationship.
Principle 2: Consolidate and make available all customer interaction information from all
channels/touch points
Principle 3: Develop a customer centric infrastructure that can consistently support the
customized treatment of each customer.
Principle 4: Assign dedicated people, process and technology resources to achieve
profitable results hp’s customer relationship model Hewlett-Packard has developed a
Customer Relationship Model based on experiences attained from CRM project
engagements globally. The Model shows that the customer relationship is strengthened by
Relationship Building tactics, which are continuously measured through time. The end
result is a strong customer relationship, which lead to acceptable customer loyalty,
profitability and retention. Success criteria such as share of wallet, profitability and cross-
sell rations are also applied as part of the continuous measurement to ensure that Business
Case requirements have been achieved.

CRM architecture for an effective customer experience:

Hewlett-Packard takes the CRM processes and functions into the E-commerce milennium
and has developed an CRM architecture to support effective customer interaction for
sales and marketing automation. This architecture addresses the requirements of
“enhancing/enriching and changing the customer experience” by providing the
functionality required to effectively interact with the customer, during the Sales and
Marketing process. Effective interaction with the Customer requires the following
information:
1. Know your customer’s needs and pro-actively engage your customer.
2. Know your customer and also his conversations/interactions with you {not only to
build a better relationship with the customer, but also to serve the customer effectively}.
3. Use the knowledge gained during customer interaction to improve the interaction and
relationship with the customer.
The core of this architecture is the Decision Engine component, which

35
 RESEARCH DESIGN

CRM processes and functions:

technical white paper uses Business Rules (a set of Enterprise Rules that define the
“actions” to be taken and are termed as “Customer recommended actions or CRA”). The
Decision engine takes as input the Customer Profile, Contact History and applies the
stored Business Rules thereby creating a set of one or more Recommended Actions for
the customers. The Business Rules Management component enables the creation,
deletion, analysis and storage of the Business Rules in a repository. The Customer Profile
component is generated based on the information in the Customer Information File (CIF),
Customer Information Warehouse (segmentation, scoring) The relevant customer
conversation/contact/dialogue information is captured and stored in Contact Management
component. The CRA Effectiveness Analysis component by using Data Mining
technology provides a facility to explore rules, recommended actions and customer
interaction effectiveness in general. The Treatment provides unique treatment data for
customer, products and services.

36
Functional Components of CRM Architecture for Enterprise Marketing
Automation:

37
 HP’s Effect on People’s Life
In Buenos Aires, a teacher worries about a teen’s poor test score, knowing the student
normally exhibits a keen interest and clear aptitude in science. In New York, university
officials wonder how to meet the needs of three widely dispersed campuses amidst
shrinking staff budgets. In an Iowa community college, professors say administrative
tasks are cutting into teaching time. In London, homework time impacts family time as a
parent watches a child struggle, clearly in need of more personal attention in a crowded
math class.
Around the world, schools, community colleges and universities are striving to increase
the quality and efficiency of education to make it a highly personalized and relevant
experience for students. That’s why HP is working with schools and colleges to help
transform education – providing better access to information and resources for students,
teachers, faculty, parents and the community at large.
Today, web-based learning portals are key to delivering this type of "equal opportunity"
access across the hall, across the campus or even across the country. As students, parents,
teachers and faculty demand access anywhere and anytime, learning portals provide a
gateway – a unified place to access resources from instructional tools, content and student
records to assessment and reporting capabilities

Solution highlights
Part of the HP Managed Learning Solutions portfolio, HP Managed Learning Gateway
Solutions include learning portals, collaboration portals, virtual learning environments
and virtual classrooms that help to raise the standard of education for students, parents,

Imagine how a learning portal could change the lives of the teachers, administrators,
students and parents above ...
With online access to lesson plans, test results, and attendance records, the science
professor sees the student was absent when a key concept was introduced. Working with
the student after school, the teacher fills the learning gap, sends both student and parent
training materials to reinforce the lesson – and the student "aces" the make-up test.

38
As the university’s teacher to student ratio falls, the professors at each campus tap into a
web portal to collaborate over course content and new ideas, leveraging each other’s
work.
At the community college, a portal provides instructors with access to productivity tools
that free them to focus less on administrative tasks and more on teaching.
As parents and students access a personalized web portal with enhanced security features
to view the day’s lesson online, together they can find that x = y. The child also works
collaboratively online with other students – building a strong learning network.
All this takes an integrated, agile learning portal solution – a gateway that connects
people to insightful information and to each other. HP’s Managed Learning Gateway
Solution combines HP technology, solutions and services with proven solutions from
third-party providers to build this gateway – helping you to raise the standard of
education for all.

Solution highlights
Part of the HP Managed Learning Solutions portfolio, HP Managed Learning Gateway
Solutions include learning portals, collaboration portals, virtual learning environments
and virtual classrooms that help to raise the standard of education for students, parents,
teachers, administrators and governments in many countries throughout the world.

Why HP for Education?

Sixty years of experience in serving the public sector
Proven track record in implementing solutions at all levels of education
A broad, deep portfolio for complete solutions
Standards-based technology with proven multi-vendor integration experience
Fully supported solutions
Strategic relationships and certified professional expertise in leading.

More on Customer Satisfaction

39
During the few days I've been blogging my blog has generated interesting reactions both
inside and outside of HP, including a few articles published in IT trade publications, from
the thousands of page views that have taken place. During the past few weeks I've also
received inputs from two customers who wrote to express disappointment with their
interaction with HP when either purchasing or securing service on a personal computer

Our services organization, across the Enterprise and Small & Medium businesses,
addresses millions of service interactions annually. As noted in a previous blog, HP
service professionals take pride in their work and try to successfully resolve every
customer's issue and meet their expectations. Like every large service organization,
however we do not achieve perfection. We do however monitor how we stack up against
our competition and typically find we're among the most successful service providers in
the industry. For example, a recent survey from consumeraffairs.com referenced in a
story showed the percent breakdown of complaints received regarding PC vendors as -

 DELL - 58%

 Gateway - 15%

 eMachines - 8%

 Apple - 7%

 HP - 5%

 Sony - 3%

 Toshiba - 2%

Its worth noting that the rate of complaints received would be expected to be highest for
the higher market share vendors. Given that DELL and HP have similar market shares we
were pleased to see HP had one of the lowest rates of complaints among all vendors,
regardless of sales volume. We will continue to monitor external reports like this and our
own survey results to get the feedback we need to deliver the highest levels of customer
satisfaction possible. I am very impressed with HP's corporate blogging policy. I was just
telling my friend how blogging is impacting corprate communications

40
I was one of the two dissatisfied customers whom Dan mentioned that wrote a comment
on his previous blog (It's really no surprise), and I have three points today: Point one, I
would like to apologize as it was never meant for public consumption, but for HP's eyes
only. But since it's for everyone to see, I thought it's just appropriate for me to write a
follow-up note. Point two, I do need to make myself clear, my daughter and I are happy
with the HP product we got, but support wise, it's another story, until I talked to Jeff
today. Jeff Utigard (a customer advocate from HP) gave me a call, and listened to my
story. He was very friendly and professional, and apologized on my negative customer
experience. After the call, he completely reverted my negative outlook of HP support, and
in fact, made my day! :-) Point three: Sometimes, it takes one person to make a customer
dislike a company, and it takes another person (most of the time - more) to make it 'all
right' again. Being in the service industry almost all of my life, call center are the
forefront for making things happen - putting the right support people can make your
center a 'customer retention center' versus a 'cost center' of a 'firefighting center'.

41
Products:

Servers

HP ProLiant servers HP Integrity NonStop Servers

HP Integrity NonStop Servers HP 9000 servers

HP AlphaServer systems Telco and carrier-grade servers

HP e3000 servers

42
Home Printers: LaserJet Printers

HP Color LaserJet 2550 printer series

Impressive colour,
 Enhance your work remarkably affordable
documents with HP’s
most affordable colour
laser printer in a simple-
to-use design.

HP Color LaserJet 2600n printer series

printing
 High-impact,
surprisingly affordable,
built-in networked
colour

HP Color LaserJet 2840 all-in-one printer

 Your 5-in-1 creative and

business centre.
Network ready, ideal for
small and medium
businesses.

HP LaserJet 1020 printer

 Simple. Compact.

43
 Affordable.

HP LaserJet 1022 printer series

 Quick Start.
Professional laser
results.

HP LaserJet 1160 printer

 Professional
performance at an
affordable price

HP LaserJet 1320 printer series

 Fast, expandable,
network-capable

hp LaserJet 3015 all-in-one printer

 The most affordable and

compact LaserJet all-in-
one designed to save
office space. A versatile
device and ideal for
those looking to replace
or upgrade their fax
machines.

44
 hp LaserJet 3030 all-in-one printer

 LaserJet all-in-ones that

delivers fast and reliable
results for SOHO/SMB
users in a space-saving
design. The HP LaserJet
3020 provides
businesses with
integrated quality laser
printing, fast flatbed
copying and colour
scanning, while the HP
LaserJet 3030 all-in-one
includes an additional
fax function.

Desktop PCs

For Home & Home Office

» HP Pavilion desktop PCs

Perfect for digital imaging needs

» Compaq Presario desktop PCs

Advanced home and wireless networking capabilities

For business

» Business desktop PCs

Stable computing solutions to deliver optimal performance

Workstations

45
 » Personal Workstations
Engineered for ultimate value and performance

» PA-RISC
Leadership HP-UX stability and performance

Thin clients

» Thin clients
Simple, dependable, manageable, and secure solutions

Monitors

For Home & Home Office

» Monitors for Home & Home Office

Complements your PC

46
Options & Accessories

For Home & Home Office

» Options & Accessories for Home and Home Office

For business

» Business Options & Accessories

» Notebooks & Tablet » Monitors & » Fax, copiers, &

PCs Projectors scanners

Versatile mobile Designed to improve the Innovative digital

solutions for a way you look at imaging products for a
demanding environment business demanding enterprise
environment

• Ideal ultramobile PCs • Monitors and projectors • Scanners and copiers for
that adapt to the way for the enterprise the enterprise
you work

47
» Digital » Supplies & » Handheld devices
photography Accessories

Handheld devices for

Digital photography for Supplies and accessories your enterprise
your enterprise designed together to
work together
• Satisfy business needs
• HP's digital photography • Supplies and accessories on the go
solutions give you a for the enterprise
competitive edge

48
 Some other Services of H.P.

Applied research: Experimental "game" helps Ford save time, money

Experimental economists at HP Labs have helped the company improve revenue
forecasting and design new incentive programs for retailers, and they've explored such
questions as pricing contracts and currency fluctuations. But they aren't keeping their
expertise to themselves: They've also worked with partners like Ford Motor Co.

Riding the peaks: Market-based systems help manage demand

A reservations system allows people to pay up front to keep a resource (say an airline
ticket, or computing power in a data center) available to them at some point in the future.
The price they pay to hold that resource for peak times is less than if they bought it at the
time they actually needed it.

Protecting privacy : Building in safeguards for personal data

With security breaches and online fraud on the rise, consumers, businesses and
government organizations are growing more concerned about protecting individuals'
privacy. A team at HP Labs is working on tools to make it easier for businesses to do just
that.

HP huge among patents for the tiny

HP's patent portfolio for micro- and nano-electronics has been named the strongest in the
U.S. , according to an independent survey

49
 ANALYSIS & INTERPRETATION

Office PCs

When we analyse the results by turnpver of the respondents, we se that the turnover of
the respondent increases, the gap between HP and IBM decreases, the gap between HP
and IBM decreases, and at turnovers of Rs 1000 crores and above, IBM overtakes HP.

50
 Notebooks

The notebook market while, and established one, is still very small small in the country,
and there could still be space an upstart winner to come up in the years ahead. The first
two positions have remained steady for some time now. IBM/Lenovo is the winner and
HP is number two.

51
 LCD Monitors

Samsung breasts the tape by a comfortable margin ahead of second placed HP. LG is at
number 3 followed by IBM. The market for LCD monitors has way to go ahead we are
seeing the newer player opting to take niche position rather than to go for national brands.
While this may be an extremely wise strategy, it would also mean that they would find it
difficult to figure in the user’s choice club.

52
 LASER PRINTER

Of course, it goes without saying that HP is the clear winner.

53
DOT MATRIX PRINTER

54
 OBJECTIVE OF THE PROJECT

Main Objective:-

To find out the attributes that enhance the customer value by providing better service to
them and know how to motivate the more people towards IT. The Project required to
carry out the comparative study of Prices across Brands and Models also to carry out
another comparative study of Margins of Dealers and Wholesalers. This would be done
by finding out the Market Operating Price at which they are making deals and the volume
of discounts offered by them.
Then apart form studying the dealers a study of consumer buying behavior was also
required for the specific brands. This was done by making comparative study of HP along
with other brands, in terms of consumer preference. Also dealer’s perspectives about the
brand is also to be considered along with this the effect of prices on brand preference of
the all models .
In the research we also tried to study consumer behaviour for all the brands and also the
dealer’s perception about the market of Home PCs, Laptop, Printers, PSC., Scanner,
TFT. For this Segmentation, Targeting and Positioning of Various brands on: recall,
believability, association, final purchase.

OTHER OBJECTIVE:-

 To study, analyze and evaluate the marketing strategies of HP.

 To access the effect of marketing strategies implemented by HP managers in

terms of sales and services.

 To find out the differences among old marketing strategies and neon marketing
strategies.

 To evaluate the awareness level of the customer on the product and services.

55
 To know the brand recall by customers.
 To know the reason why people prefer HP (Hewlett-Packard) brand .
 To increase the sales volume .
 To give the customer satisfaction and also get the references from them.
 To know which factor is important for customer before buying any IT product.
 To illicit suggestion for better positioning for hp product

56
  RESEARCH METHODOLOGY

The section includes the overall research design, the sampling procedure, the data
collection method, the field method, and analysis and procedure.

Secondary Data: It was collected from internal sources. The secondary data will be
collected on the basis of organizational file, official records, news papers, magazines,
management books preserved information in the company’s database and website of the
company.

Primary data: All the people from different profession were personally visited and
interviewed. They were the main source of Primary data. The method of collection of
primary data was direct personal interview through a structured questionnaire.

RESEARCH TECHNIQUE

Judgmental sampling and convenient sampling

SAMPLING METHODOLOGY

Sampling Unit: Individual

Sampling Area: New Delhi

Sample Size: 70 Respondents

57
 LIMITATION

 Time constraint. Because of the restricted time available for the completion of
this project I felt restricted in covering more areas for the project.
 Some of the people were not well educated, so I faced problem in interviewing
them.
 Some people had no time to answer the questions.
 Some time respondents were biased.
 Some of the questions were left blanked or unfilled because of either lengthiness
of questionnaire or paucity of free time of the respondent.

58
 ANALYSIS & INTEPRETATION

1. Are you using printer ?

Yes No

85%
90%
80%
70%
60%
50%
40%
30% 15%
20%
10%
0%
Yes No
Interpretation: Out of total 80 respondents 85% says they are using printer while rest
15%are not using printer.

59
2. Which company printer you are using?

HP Canon

Epson Umax

Other

The above mentioned graph represents the various brands of printer that emerged out of
the survey.
1. Of the total 80 respondents Show their believe in hp.
2. Responses were very low for the lower range. Most of the other reason accounted
for gifts as a reason.
3. For the three players as Cannon, Epson, Umax the main reasons were again the
Poor quality, high ink consumption.
4. out of 80 respondents 70 say that brand name matters
5. out of 52 respondents 45 are satisfied.
6. 40 says price matters 25 say quality matters 15 says brand name matters.
7. 30 says that after sale services is good 22 says no.

60
Results/Analysis:
The basic need for buying a Printer is primarily Saving Time and printing quality. This
need should be addressed in any correspondence with the customer in the company’s
promotional activities. The later part of the report also checks the believability aspect of
each correspondence with the customer and this prediction is further concentrated in that
part.The HP customers seem to have gone by the general trend and share the same values.

61
3. Are you satisfied?

Yes No

80%
70%
70%
60%
50%
40%
30%
30%
20%
10%
0%
Yes No
Interpretation: Out of the sample size of 80, 70% respondents says that they are
satisfied with HP while 30% says they are not satisfied.

62
4. What according to you helps us take any decision?

Price factor Quality of printing

Per page cost All the factors

40%
40%
35%
30% 25%
25% 20%
20% 15%
15%
10%
5%
0%
Price factorQuality of printing
Per page cost All the factors

Interpretation: 40% respondents says par page cost helps us taking the
decision,25%says quality of printing helps,20%says price factor helps while rest 15%
says all the above mentioned factors helps us in taking the decision.

63
5. At present, are you satisfied hp’s aftersales services?

Yes No

70%
60%
60%

50%
40%
40%

30%

20%

10%

0%
Yes No
Interpretation: In the analysis done 60%respondents says they are satisfied with the
after sale services while rest 40% says they are not satisfied.

64
6. Do you think brand equity plays any role?

Yes No

70% 65%

60%

50%

40% 35%

30%

20%

10%

0%
Yes No
Interpretation: Out of the sample size of 80, 65%says brand equity plays role while rest
35% says they are not in favor of brand equity.

65
7. What according to you hp’s edge over its competitors ?

Price Brand name

Cost per page Other factor

45%
45%
40%
35%
30% 25%
25% 20%
20%
15% 10%
10%
5%
0%
Price Brand Name Cost Perpage Other Factors

Interpretation: In the analysis done 45% says cost percentage helps HP to have an edge
over its competitors, 25%says its price, 20% says its brand name and rest 10% opt for
other factors.

66
8. Which company according to you is providing all the facilities?

HP Canon
Umax EPSON

Others

35%
35% 30%
30%
25% 20%
20%
15% 10%
10% 5%
5%
0%
HP Canon Umax EPSON Others

Interpretation: In the analysis we took CANON, UMAX, EPSON and others with HP to

compete with. In this 35%says HP provides all the facilities,30% vote for Canon,10%

vote for Umax,20%vote for Epson and rest 5% vote for others.

67
 CONCLUSION

The Indian I.T. market currently appears to be at a crossroads, where I.T. marketers are
attempting to change customer perceptions of their brands and where specific buying
motivations appear to be replacing generalities. This meanwhile, is quite unlike the west
where buyers consider aesthetics, comfort and safety, not necessarily in that order, before
finalising a purchase. “It’s smarter to think about emotions and attitudes, if marketers are
to do a better job of marrying what a HP offers to the consumer’s image of the
offerings.The mindset of the Indian consumer is such that he is delighted if he buys a pen
a little cheaper than his neighbour. Things are, however, slowly changing and customers
at the upper end of the market are now ready to pay more for more. I hope that this
approach will soon enter the new era, maybe not with the same intensity . “Success will
largely be determined to the extent a company can differentiate itself in terms of
intangibles that go with a Product”. Thus, success could well hinge on the best of bundle
of services that HP provides.HP grew from zero to the 180 Million $, mark and the
number One sales of Printer, Scanner & TFT in India in this year. Looking at the present
scenario it can be said that though there is lot of competition in the I.T. world HP is
picking up well. The landmark achievement comes in 66 years after clinching its first
overseas sale.

In 1973 HP becomes the first U.S. company to institute flexible working hours, or flex-
time. Under the program, HP employees can begin work at any time during a two-hour
period and leave after completing an eight-hour work day. The purpose, as explained by
Bill, is "to gain more time for family leisure, conduct personal business, avoid traffic
jams or to satisfy other individual needs."HP introduces the first electronic calculator to
print Japanese characters. The model 9810 desktop calculator is marketed in Japan by
Yokogawa-Hewlett-Packard.This year HP’s Revenue: $661 million. Employees: 28, 255.

68
 SUGGESTIONS

Key attribute components:

Value for money and Customer Care
Operational attributes.
Physical attributes.
Brand Image.
Customer Specific Details.

In any correspondence with the customers the message should be sent in these
components only to have the maximum benefit from the advertisement. Also these
components should be dealt with independently. The advertisements should speak only of
the believable concepts rather than glorifying the pretentious ones. The basic need of the
customer need to be addressed which is actually saving time and better quality.
HP Deskjet 3745 printer, COMPAQ PRESSARIO 1310 this particular model has a
problem with promotion and pricing. Although being the most competitive product on the
basis of the Market Operating Price (MOP), the machine is still not selling much. This is
perhaps due to the bargaining stress on the customer and the weak push given by the
dealer to the particular model, when actually it should be sold like a high volume product.
Another important outcome of the research is the believability of the claims. Most of the
claims are realistic and easy to understand. Most of the people don’t understand the
technical claims like Software problems and Hardware resale and the dealers don’t
provide much support to the customers in making them understand the real technology
behind them. Either, the technical details should me presented in a clearer manner or the
dealers need to be educated properly.

69
 BIBLIOGRAPHY

BIBLIOGRAPHY

Jeffrey Gitomer, customer satisfaction is worthless

Jean-Noel Kapferer (1994), “Strategic Brand Management”.

Philip Kotler (Eight Edition), “Marketing Management”, Prentice Hall of India Pvt. Ltd.

www.hp.com

BOOKS
 Marketing Research

By G C Beri

 Marketing Management

By Philip Kotler

JOURNALS
 Computer Express

 Data Quest

 Computer Today

News Paper

 Economic Times (CD)

 Times Of India

 Hindustan Times

70
 ANNEXURE

1. What does HP do?

HP delivers vital technology for business and life. The company's solutions span IT
infrastructure, personal computing and access devices, global services and imaging and
printing for consumers, enterprises and small and medium business. Our $4 billion annual
R&D investment fuels the invention of products, solutions and new technologies, so that
we can better serve customers and enter new markets. We invent, engineer and deliver
technology solutions that drive business value, create social value and improve the lives
of our customers. HP has a dynamic, powerful team of 150,000 employees with
capabilities in 170 countries doing business in more than 40 currencies and more than 10
languages. Revenues were $79.9 billion for the fiscal year that ended October 31, 2006.

2. When was HP established?

HP co-founders Bill Hewlett and Dave Packard established the company in 1939 after
successfully launching their first product, an audio oscillator, from a small garage in Palo
Alto. For more information, see a detailed history of HP.

3. Where can I find information on HP's CEO and other executives?

Visit our executive team page to learn more about other HP executives.

4. How I can find out about current HP strategies?

Press releases and executive speeches are both excellent sources of insight into HP's
strategies. Beyond what you can find in such public documents, most strategy
information is restricted information and cannot be shared with the public.

5. What are HP's subsidiaries?

71
A comprehensive list of HP subsidiaries can be retrieved at Edgar Online , a Securities
and Exchange Commission online resource for company documents.

6. Which companies have strategic alliances with HP?

HP press releases are the best way to keep up with company alliances.

7. How can I get a copy of HP's current annual report, proxy statement, earnings
statements or 10K?

There are a few ways to get these documents. You can view them online in our Investor
Relations section. You can also request online to have recent annual reports.

8. What is HP's market share in printers? What about PCs?

You can find information about the performance of HP's various businesses by reading
the financial overviews and revenue segment data we publish in our quarterly results
section. HP doesn't talk publicly about product shipments or the profitability of individual
product lines.

9. Where can I learn more about HP's corporate philosophy and objectives?

For the most detailed explanation of HP's approaches to business, people and processes,
read the book The HP Way: How Bill Hewlett and I Built Our Company, written by HP
co-founder David Packard. It is available in many libraries and through online
booksellers. On the HP web site, read about HP's corporate objectives .

10. What are HP's goals regarding the environment?

HP is committed to providing customers with inventive, high quality products and

services that are environmentally sound and to conduct our operations in an
environmentally responsible manner. That commitment continues to be one of our
guiding principles that are deeply ingrained in our values. It is from this history and these

72
values that HP has become a leader in delivery of environmentally sustainable solutions
for the common good.

11. What are HP's employee benefits?

HP's employee compensation and benefits program puts us among the leaders in our
industry. See Working at HP for more information. HP’s compensation and benefits
program both encourages and rewards employees by linking compensation to individual,
business organization and company performance.

12. How can I get an internship at HP?

You can find information about HP's various internship opportunities on our web site. A
small number of research internships are available at HP Labs.

13. Does HP offer any kind of certification or technical training?

HP offers a number of technical courses and training programs through HP Education

Services . In addition, HP Education Services also offers IT certification programs,
designed to provide rigorous technical training for specific job roles in complex
environments.

14. How can I get a computer or other product donation for my school or myself?

HP is recognized as a leading giver among U.S.-based corporations. While we don't

donate to individuals, schools do receive considerable philanthropic support from HP.
You can get information about HP's philanthropic activities and instructions on how to
apply for an HP grant in the Philanthropy section of HP's web site.
The Academic Purchasing Program offers discounts on HP products for teachers, faculty
and higher education students.

15. What scholarship opportunities or financial assistance does HP offer students?

73
For the most part, HP does not offer assistance to individuals. Instead, HP makes
substantial philanthropic contributions through education grants to schools. HP also has
partnerships with universities and school districts in four urban U.S. communities
through our Diversity in Education Initiative . Each year, HP selects a limited number of
HP Scholars from each of these four communities for scholarships and other aid as they
enter their freshman year of engineering school.

16. Can I set up an interview with an HP executive or manager?

Due to the number of interview requests HP receives from the press and public, we are
unable to grant personal interviews with students.

17. Where can I send a questionnaire or survey for my research project?

Due to the volume of requests we receive, we are not able to answer questionnaires or
participate in surveys.

18. Does HP have videos, product brochures, posters or other promotional items that
it can send free of charge to include in my presentation?

Unfortunately, no. However, you can browse the online HP Company Store to shop for
logo items such as T-shirts, pens, mugs, posters and so on. While we do have product
information on our web site, product brochures are not available.

19. Is there HP information I cannot have access to?

Unfortunately, yes. HP is restricted by both legal and business reasons from disclosing a
number of types of internal information. Please read our Information Restrictions for
details.
If the information you need is not listed in one of our frequently asked questions, you can
send your question through our online form . Your message is important to us. We try to
answer as many messages as we can, as soon as we can. However, if you're under a tight
deadline, you may not get your answer as quickly as needed, especially if your request is

74
not general in nature. Please be aware that we cannot answer questions about specific
products. In addition, we cannot answer questions that deal with restricted information .

75
 QUESTIONNAIRE

FOR POTENTIAL CUSTOMERS

Name ( optional ):
Address ( optional ):
Phone No. ( optional ):

5. Are you using printer ?

Yes No

6. Which company printer you are using?

HP Canon

Epson Umax

Other

7. Are you satisfied?

Yes No

8. What according to you helps us take any decision?

Price factor Quality of printing

Per page cost All the factors

9. At present, are you satisfied hp’s aftersales services ?

Yes No

6. Do you think brand equity plays any role?

Yes No

76
9. What according to you hp’s edge over its competitors ?

Price Brand name

Cost per page Other factor

10. Which company according to you is providing all the facilities?

HP Canon
Umax EPSON

Others

9. Suggestions (if any)

77