You are on page 1of 58

HCL CAREER DEVELOPMENT CENTRE

Promotional activities and techniques of HCL.CDC

Summer project
Submitted to Parul institute of management PRABHAT KUMAR

2009-11

809-810-811CWING,MANUBHAITOWERS,SAYAJIGUNJ,VADODARA,390007GJ,INDIA

SUMMER TRAINING PROJECT REPORT ON

Promotional activities and techniques of hcl.CDC


AT

SUBMITTED TO

Parul Institute of Management


For 2 Years Full Time Course of PGDM POST GRADUATION DIPLOMA IN MANAGEMENT 2009 2011

PREPARED BY:PRABHAT KUMAR

PGDM

PARUL AROGYA SEVA MANDAL PARUL INSTITUTE OF MANAGEMENT, BARODA

I am grateful to Mr. Harun M Malmala, Branch Manager Baroda for supervision of this project work and I owe much thanks and appreciation to them for counseling and direction that shaped the features of my ideas in their right perspectives.

I very sincerely acknowledge my sense of reverence to Shri N.K Kapoor, Director, Parul Institute of Management, Baroda.
I also express deepest gratitude to my family for their blessings and good wishes.

In todays era of cut-throat competition, post graduation diploma in management (P.G.D.M) is sure to have an edge over their counterparts. P.G.D.M education brings its students in direct contact with the real corporate world through industrial training. The PGDM program provides its students with an in depth study of various managerial activities that are performed in any organization. A detailed analysis of managerial activities conducted in various departments like production, marketing, finance, human resources, export-imports, credit dept, etc. gives the student a conceptual idea of what they are expected to manage , how to manage and how to obtain the maximum output through minimum inputs and how to minimize the wastage of resources. I have undergone my comprehensive training at HCL cdc. It is one of the leading IT educational centres in the country. I feel great pleasure to present this report work after my training at HCL cdc that produced to be golden opportunity for me by enriching my knowledge by comparing my theoretical knowledge with the managerial skill and application.

INDEX

Sr. No.

Title CERTIFICATE ACKNOWLEDGEMENT Preface Index Company profile Alliance and partnership Project title Target market Marketing mix Marketing strategy Research methodology Finding & questionnaire SWOT ANALYSIS RECOMMENDATION CONCLUSION BIBILOGRAPHY

Page No.

* 1 2 3 4
5

4 5-6 7
8-18 18-22 22-23 24 25-31 32-36 37-38 39-53 54 55 56 57

6
7 8 9 10 11 12 13 14 15

In 1976, Shiv Nadar, quit an executive job with Delhi Cloth Mills (DCM) along with five of his friends (Arjun Malhotra, Subhash Arora, Badam Kishore Kumar, T.V Bharadwaj & Arun Kumar H) to start a new company, Microcomp Limited. The focus of the company was design and manufacturing of scientific calculators. The venture provided its founders money to start a company that focused on manufacturing computers. The company was renamed as Hindustan Computers Limited (HCL) and received support from the Uttar Pradesh government to setup their manufacturing in Noida. In 1981, NIIT was started to cater to the increasing demand in computer education. By early 2000s, Nadar divested his stake in this venture The HCL Enterprise is one of India's largest electronics, computing and information technology company. Based in Noida, near Delhi, the company comprises two publicly listed Indian companies, HCL Technologies and HCL Infosystems. HCL was founded in 1976 by Shiv Nadar, Arjun Malhotra, Subhash Arora, Ajai Chowdhry, DS Puri, & Yogesh Vaidya. HCL was focused on addressing the IT hardware market in India for the first two decades of its existence with some sporadic activity in the global market. On termination of the joint venture with HP in 1996, HCL became an enterprise which comprises HCL Technologies (to address the global IT services market) and HCL Infosystems (to address the Indian and APAC IT hardware market). HCL has since then operated as a holding company.

Type

Public BSE: 500179 BSE: 532281 IT Services August 11, 1976 Delhi metropolitan area Noida, India Shiv Nadar, Founder-Chairman and Chief Strategy Officer, HCL Technologies Roshni Nadar, CEO HCL Corp.[1]
9

Industry Founded

Headquarters

Key people

Ajai Chowdhry - FounderChairman and CEO, HCL Infosystems , Vineet Nayar - CEO, HCL Technologies. Jagadeshwar Gattu- Vise President of HCL. Revenue Employees Website US$5.0 billion (2009) 62,000+ (2010) HCL.in

HCL Technologies is a global IT Services company headquartered in Noida, a suburb of Delhi, India led by Mr Vineet Nayar, HCL Technologies, along with its subsidiaries, had consolidated revenues of US$ 5 billion, as of 2010, and employed more than 60,000 workers. HCL offers services including software-led IT solutions, remote infrastructure management, Engineering and R&D Services and BPO. The company provides services across industries including Financial Services, Retail & Consumer, Life Sciences & Healthcare, Aerospace & Defense, Automotive, Telecom and Media, Publishing and Entertainment, amongst others. HCLs key services include: y y y y y y Custom Application Services Enterprise Application Services Enterprise Transformation Services Infrastructure Management Engineering and R&D Services Business Processing outsourcing

10

Milestones
1976 - HCL (Hindustan Computers Limited) is created.

1977 - Forms distribution alliance with Toshiba for copiers and notebooks

1978 - Developed the first indigenous Microcomputer

1988 - Development of fine-grained multiprocessor Unix operating system

1986 - HCL becomes the largest IT company in India 1989 - HCL America is created with Sanmina SCI as its manufacturing partner.

1991 - Entered into a partnership with HP to form HCL HP Limited. Developed a custom Multiprocessor Unix for HP

1994 - Tied up with Nokia for mobile phone distribution and Ericsson for telephone switch distribution.[3]

1996 - Partnership with HP ends. 1997 - HCL's R&D division is spun off as HCL Technologies [4] 2001 - HCL BPO is created. 2006 - HCL cdc is created

11

HCL Range of Products Our Areas of Expertise

Career Development Centre, Baroda

12

ABOUT HCL cdc


HCL cdc. Dominates the IT space as a leader 58000 gifted professionals, a colossal US $5.0 billion turnover an international presence in 19 countries,and most impotently, a deep- rooted commitment to innovate makes it a true technology giant. As the fountainhead of the most significant pursuit of human mind, HCL believes only a leader can transform me into a leader HCLcdc. Is an initiative that enables individuals to be benefit industry ready IT. Opportunities and beyond:

HCL takes students to the core of IT fundamentals and the most advanced cutting problems. Its course modules are structured to give me the best of both worlds, academic and hands-on. Whether any body are beginner or a working professional, HCLcdc. Can make a difference to our learning curve and there by to our curve. Empowering students to bring out the best: As the fountainhead of the most significant pursuit of human mind (IT), HCL, strongly believes only a leader can transform me into a leader HCLcdc. Is a formalization of this experience and credo which has been perfected over three decades? it is an initiative that enables aspiring individuals to benefit from HCLs longstanding expertise in the space and become industry ready IT professionals. Vision statement To create industry ready professionals

Mission statement To provide world-class information technology and services in order to enable our customer to serve their customer better.

Core Values Nothing transforms life like education. I shall honor all commitments I shall be committed to Quality, Innovation and growth. I shall be responsible corporate citizens.

13

Competitors of HCL cdc In domestic market HCL cdc has many competitors Some small players also has competition in IT education sector. These are the competitors of HCL cdc :a. b. c. d. e. G.T IIJT NIIT IIHT JET KING

About HCL CDC

Introduction
HCL Career Development Centre or CDC is an initiative that enables individuals to benefit from HCL expertise in the space and become Industry ready IT professionals. HCL dominates the IT space as a leader. 45,000 gifted professionals, a colossal US $4 Billion turnover, an international presence in 17 countries, and most importantly a deep-rooted commitment to innovate, makes it a true Technology Giant. HCL CDC career program equips a student to meet emerging industry challenges with finesse and ease. Opportunities to grow with HCL CDC are limitless, catapulting a student to high level controlling positions in Mega Corporates. With top HCL professionals as the trainers, customised career programs, hands on experience, state of art infrastructure and world class training program the student's career graph is bound to follow a steep rise. HCL CDCs provide specially designed courses in high-end software, hardware and networking integration to groom students into industry-ready professionals. HCL CDCs also offer placement support to all their students who excel in their academics and display a remarkable performance during the course.

As the training arm of HCL Infosystems, HCL Career Development Centre (CDC) carries forth a legacy of excellence spanning across more than three decades. HCL CDC is an initiative that enables individuals and organisations to benefit from HCL's deep expertise in the IT space. Among the fastest growing IT education brands in India, HCL CDC offers a complete spectrum

14

of quality training programs on software, hardware, networking as well as global certifications in association with leading IT organizations worldwide.

Quality at HCL CDC


"We shall develop and Impart Industry relevant ICT Education to meet the requirement of customers, Industry and society by continually updating technology content and improving our processes"

Certification of quality standards


"In its pursuit of excellence", the company has developed a quality management system in line

with ISO 9001:2000 standards.

Business Excellence Initiatives


The organization follows a framework developed by EFQM (European Foundation for Quality Management). Organization policies and strategies are aligned with EFQM Model. The "Quest of Excellence" is taken as a mission which drives the quality of Training Delivery and associated services.

Advantage of HCL CDC


At HCL cdc, we pride upon the fact that our training programs provide students with a sustainable competitive edge that not only helps them secure the initial placement but rather remains as an asset throughout t heir career span.

01 Learn industry nitty-gritty from Top HCL professionals 02 Customized and industry specific career program. Hands on experience 03 After HCL CDC certification leave behind your placement worries!

15

HCL CDC Advantage




HCL HeritEdge=> HCL cdc combines our heritage of excellence with cutting-edge
IT expertise across multiple IT domains.

 ISO 9001:2000 Certification=> Our students share the benefit of ISO 9001:2000
certified training practices and procedures. Must have a attitude and be a self starter. The right candidate will progress really fast within the organization.

Cutting-Edge Courseware=> Our courseware is designed and developed in


consultation with seasoned IT professionals and is continuously updated as per the changing industry trends.

Global Alliances=> Through partnership with leading technology companies


including Microsoft, Oracle and Red Hat, HCL cdc conducts certification programs in software, system and network administration offering you a distinct edge in the job market.

 International Recognition=> All our training programs is backed by HCL


successful brand image that is well recognized all across the world.

Hands-on Training=> We place major emphasis upon the application and practical
training aspect of IT training to make the students industry-ready from day one.

Widespread Network=> HCL cdc has set up premier IT Training centres across the
geography of India and the network is growing at a rapid pace with ambitious global expansion plans on the anvil.

 100% Placement Record=> Our dedicated team of placement professionals offers


employment support through regular interface with the industry. CDC prides upon a

16

100% placement record with students having been placed in leading organisations in the IT/non-IT space.

How hcl cdc different between other institute?

Undergoing IT education in India has become quite customary. One can find numerous number of IT institutes in the market. With the emerging trend of IT study in the country, IT training centers have been mushrooming in India over the years. IT sector provides the most advanced career option for various job seekers and expert and which is why IT education in India has become an important study option for maximum number of students in the country.
17

As an IT aspirant, one has to choose the right IT institute of his choice and get enrolled there. When it comes to a particular IT training institute a lot of questions come up upon students minds. What bothers them particularly is whether they will avail of quality training program, placement assistance, hands on training experience etc. HCL CDC as an IT training center caters to all these queries of IT students. The training center has designed and developed a unique IT study program for students who have a key .Interest in IT and computers. HCL cdc has differentiated itself from other IT training institutes in India by imparting an exceptional IT training program to its students. HCL cdc students hold a prestigious badge as compared to other students from other IT training institutes. This is because HCL cdc imparts IT study in a much technologically advanced mode. HCL cdc team keeps on updating the latest technology content and tools so that its students avail of the best hands on training experience during their training period. HCL cdc is one of the top computer institutes in India which provides the right and targeted IT study programs to IT aspirants. After getting trained at HCL cdc it is not a tough task for an individual to get a job in any IT or Non IT sector. The cdc also provides facilities for placement assistance to its students. Those students with an exceptional skill or proficiency get offer letters from various blue chip companies even before course completion. HCL cdc believes in producing only the best IT professionals who can easily fit in any highranked IT company. This is the reason why HCL cdc has devised, designed and developed the most relevant IT study program for its students. HCL cdc team also keeps improving its process so that they suit and adapt well with the changing market scenario.

Through continuous efforts and meticulous methodologies HCL cdc has proven itself as one of the most reputed IT training institutes in India which impart the most relevant IT training to the burgeoning number of IT students in the country.

HCL Alliances and Partnerships


To provide world-class solutions and services to all our customers, they formed Alliances and Partnerships with leading IT companies worldwides HCL Info systems has alliances with global technology leaders like Intel, AMD, Microsoft, Bull, Toshiba, Nokia, Sun Microsystems, Ericsson, VIDIA, SAP, Scan soft, SCO, EMC, Veritas, Citrix, CISCO, Oracle, Computer Associates, Red Hat, In focus, Duplo, Samsung

18

and Novell. To provide world-class solutions and services to all our customers, we have formed Alliances and Partnerships with leading IT companies worldwide. HCL Infosystems has alliances with global technology leaders .These alliances on one hand give us access to best technology & products as well as enhancing our understanding of the latest in technology. On the other hand they enhance our product portfolio, and enable us to be one stop shop for our customers

What HCL CDC offers?

 HCL HeritEdge  Cutting-Edge Courseware  Global Alliances  International Recognition  Hands-on Training  Flexible Training Options  Widespread Network  Professional Employment Support  Life-Long Alumni Support

Career Development Centre, Baroda

19

The HCL HeritEdge Overall Readiness


 Soft-skills
 Call Handling, Personality Development and English Speaking / Communication Enhancements

Management
 IT Asset Inventory Management  Call Management  Services Business Management  Service Centre Audits

 

Experience
 200 Hours of Industrial Exposure

Optional Involvement
 Visit to HCL Manufacturing Plant  Visit to HCL Centre for Excellence  During Course Internship for 5 Months (1st and 2nd Year 2 Months, 3rd Year 1 Month)

Career Development Centre, Baroda

Global Education Alliances

Career Development Centre, Baroda

20

Enterprise Learning Solutions


Our clients include:  Microsoft India  Computer Sciences Corporation, India  CADENCE Design System Pvt Ltd.  ICICI Prudential  Bharti Airtel Ltd.  Kirloskar

Career Development Centre, Baroda

Government Training
Our clients include:  Indian Space Research Organization (ISRO)  Directorate of Information Technology, Indian Air Force  Integrated Headquarters of Ministry of Defence  Western Naval Command (Indian Navy)  Reserve Bank of India (RBI)  Bharat Petroleum Corporation Limited (BPCL)  Hindustan Aeronautics Limited (HAL)
Career Development Centre, Baroda

21

Placements @ HCL
 An active placement cell with extensive industry reach  Continuous track record of having exceeded placement targets  Leading IT/ITeS companies among recruiters  Students placed in diverse IT domains such as VPN, Infrastructure & Facilities Management, Network Consultancy, Software Services, etc.
Career Development Centre, Baroda

Our Placement In the Industry


  With a 33-year old Industry Presence, all our clients turn to us for all kinds of IT Support including quality professional help HCL-CDC Pass-outs have been successfully placed in the following Industry Corporates

Career Development Centre, Baroda

22

More Placement Partners

Career Development Centre, Baroda

23

Promotional activities and techniques of HCL.CDC


Promotion is one of the four elements of marketing mix (product, price, promotion, distribution). It is the communication link between sellers and buyers for the purpose of influencing informing, or persuading a potential buyer's purchasing decision. The following are two types of Promotion:
y

Above the line promotion: Promotion in the media (e.g. TV, radio, newspapers, Internet, Mobile Phones, and, historically, illustrated songs) in which the advertiser pays an advertising agency to place the ad Below the line promotion: All other promotion. Much of this is intended to be subtle enough for the consumer to be unaware that promotion is taking place. E.g. sponsorship, product placement, endorsements, sales promotion, merchandising, direct mail, personal selling, public relations, trade shows

The specification of five elements creates a promotional mix or promotional plan. These elements are personal selling, advertising, sales promotion, direct marketing, and publicity. A promotional mix specifies how much attention to pay to each of the five subcategories, and how much money to budget for each. A promotional plan can have a wide range of objectives, including: sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations, or creation of a corporate image. Fundamentally, however there are three basic objectives of promotion. These are:

1.) To present information to consumers as well as others. 2.)To increase demand. 3.)To differentiate a product.

24

Target market of HCL cdc


10+ students 12+students Under graduate students Companies employees

According to target market we use these activities: There are seven main aspects of a promotional mix. These are:
y

Advertising - Any paid presentation and promotion of ideas, goods, or services by an identified sponsor. Examples: Print ads, radio, television, billboard, direct mail, brochures and catalogs, signs, in-store displays, posters, motion pictures, Web pages, banner ads, and emails.

Personal Selling - A process of helping and persuading one or more prospects to purchase a good or service or to act on any idea through the use of an oral presentation. Examples: Sales presentations, sales meetings, sales training and incentive programs for intermediary salespeople, samples, and telemarketing. Can be face-to-face or via telephone.

Sales promotion - Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples: Coupons, sweepstakes, contests, product samples, rebates, tie-ins, self-liquidating premiums, trade shows, trade-ins, and exhibitions. Public relations - Paid intimate stimulation of supply for a product, service, or business unit by planting significant news about it or a favorable presentation of it in the media. Examples: Newspaper and magazine articles/reports, TVs and radio presentations, charitable contributions, speeches, issue advertising, and seminars.

Corporate image - The Image of an organization is a crucial point in marketing. If the reputation of a company is bad, consumers are less willing to buy a product from this company as they would have been, if the company had a good image.
25

Direct Marketing is often listed as a the fifth part of the marketing mix

Exhibitions - are try-outs. You make your product, and let potential buyers try the product, this way, you know directly what people see in your product. The downside, your competitor can see exactly what you are doing.

Marketing mix

The four main fields of the Marketing mix.


The term "marketing mix" was first used in 1953 when Neil Borden, in his American Marketing Association presidential address, took the recipe idea one step further and coined the term "marketing-mix". A prominent marketer, E. Jerome McCarthy, proposed a 4 P classification in

26

1960, which has seen wide use. The four Ps concept is explained in most marketing textbooks and classes.

According to four ps we do promotion activities


a. b. c. d. Product Price Place Promotion

Product:- these are the product of HCL cdc :


Product of HCL CDC HCL is an IT company and it is an Indian company and it produce computers & laptop.HCL CDC is the subsidy of the HCL LTD thats growing in service sector. HCL CDC provides the training to students & employees in the field of Hardware, Software, Networking and Telecommunication. Hcl cdc courses To join the pampered tribe of IT wiz kids, the Career Development Centre or CDC offers a number of industry relevant courses. MCSE Microsoft certified software engineer CCNA Cisco certified network associate RHCE Red hat certified Engineer To provide world-class solutions and services to all our customers, we have formed Alliances and Partnerships with leading IT companies worldwide. HCL Infosystems has alliances with global technology leaders . These alliances on one hand give us access to best technology & products as well as enhancing our understanding of the latest in technology. On the other hand they enhance our product portfolio and enable us to be one stop shop for our customers.

27

Structured program provide by HCL cdc


HCL Certified Enterprise Engineer (HCE+) HCL Certified Network Engineer (HCNE) Advance Networking Network Technology and Devices System Engineer Linux Administrator HCL Certified Software Engineer (HCSE Dot Net Track) HCL Certified Software Engineer (HCSE Java Track) HCL Certified Software Engineer (HCSE Oracle Developer Track) Implementing Windows Application using VB.Net Implementing Windows Application using C#.Net Core Java 1.5 Advance Java 1.5 Basics of IT Hardware MS Office C C++ HTML Internet and Mail HCL Certified Service Pro (HSPro)
28

PLACE :- Baroda These are the places where we did our activities a. b. c. d. e. f. g. h. i. j. k. l. m. n. Sayaji gaunj Seven cs Fateh ganj Darwar chaukadi Alka puri Tarsali Rao pura Dairy den Railway station Bus stand M.S. university Anand Baghodia Panigate

29

Price
Sr. no. Course Duration Amount Lump sum amount 55000 30000 60000 90000 120000 46000 35000 72000 36000 72000 105000 36000 40000 47500 10000 8000 18000 10000 8000 5000 32000 32000 40000 87520 5000 24000 9000 Installment amount 58000 33000 66000 99000 132000 50000 40000 80000 40000 80000 120000 40000 44000 51440 NA NA 20000 NA NA NA 36000 36000 44000 90500 NA 26000 NA

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27.

HCE HCEA HCEA+HCEP HCEA+HCEP+HCES HCEA+HCEP+HCES+HCEE(HCE+) HCSP With Foundation HCNA HCNA+HCNP HCNP(Upgrade from HCNA) Upgrade from HCNA to (HCNP+HCNE) HCNA+HCNP+HCNE HCNE(Upgrade) from HCNP HCP with out of foundation HCSA Basic H/w Adv. Networking System Engineer (SE) Network & Devices SECURITY Exchange Server HCSE(JAVA) HCSE(.NET) HCSE(ORACLE Developer) HCSE( ALL track Combo) C & C++ Techniques Oracle Certified Prof.- DEV Adv. JAVA

600 hrs. 240 hrs. 480 hrs. 720 hrs. 960 hrs. 500 hrs. 300 hrs. 600 hrs. 300 hrs. 600 hrs. 900 hrs. 300 hrs. 400 hrs. 400 hrs. 100 hrs. 80 hrs. 150 hrs. 50 hrs. 50 hrs. 40 hrs. 320 hrs. 320 hrs. 320 hrs 640 hrs. 40 hrs. 160 hrs. 80 hrs.

30

Sr.no 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47

Courses C C++ M.S.Office SQL PLSQL FORM & REPORT ORACLE 10G DBA HCSS IBM STORAGE HS PRO SDF ETHICAL HACKING 160hrs PTDNET 160Hrs PT JAVA OCP ADMIN MS-OFFICE SECURITY SMART KIDZ RHCE MCSE EXCHANGE TRACK EXCHANGE SERVER 2007 SYSTEM ENGINEER UPGRADE LINUX NETWORK ADMIN &SECURITY Installing &configuring window 7 LINUX SYSTEM ADMIN WINDOW VISTA Embedded systems-8051

Duration Amount (lumsum) 20 3000 20 3000 40 4000 40 6000 40 6000 80 12000 120 30000 160 30000 80 12000 24 6000 16 2000 160 12000 160 12000 80 12000 40 1499 50 8000 60 5000 32 3500 150 18000 40 7000 60 8000 40 5000 32 7500 70 10000 32 3000 240 20000

Installment (amount) NA NA NA NA NA NA 33000 32000 NA NA NA NA NA NA NA NA NA NA 20000 NA NA NA NA NA NA 22000

31

Promotion:Promotion represents all of the communications that a marketer may use in the marketplace. Promotion has four distinct elements: advertising, public relations, word of mouth and point of sale. A certain amount of crossover occurs when promotion uses the four principal elements together, which is common in film promotion. Advertising covers any communication that is paid for, from cinema commercials, radio and Internet adverts through print media and billboards. Public relations are where the communication is not directly paid for and includes press releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and events. Word of mouth is any apparently informal communication about the product by ordinary individuals, satisfied customers or people specifically engaged to create word of mouth momentum. Sales staff often plays an important role in word of mouth and Public Relations .

Marketing management

Marketing Management is a business discipline which is focused on the practical application of marketing techniques and the management of a firm's marketing resources and activities. Rapidly emerging forces of globalization have compelled firms to market beyond the borders of their home country making International marketing highly significant and an integral part of a firm's marketing strategy. Marketing managers are often responsible for influencing the level, timing, and composition of customer demand accepted definition of the term. In part, this is because the role of a marketing manager can vary significantly based on a business' size, corporate culture, and industry context. For example, in a large consumer products company, the marketing manager may act as the overall general manager of his or her assigned product. To create an effective, cost-efficient Marketing management strategy, firms must possess a detailed, objective understanding of their own business and the market in which they operate. In analyzing these issues, the discipline of marketing management often overlaps with the related discipline of strategic planning.

32

Marketing strategy

If the company has obtained an adequate understanding of the customer base and its own competitive position in the industry, marketing managers are able to make their own key strategic decisions and develop a marketing strategy designed to maximize the revenues and profits of the firm. The selected strategy may aim for any of a variety of specific objectives, including optimizing short-term unit margins, revenue growth, market share, long-term profitability, or other goals. To achieve the desired objectives, marketers typically identify one or more target customer segments which they intend to pursue. Customer segments are often selected as targets because they score highly on two dimensions: 1) The segment is attractive to serve because it is large, growing, makes frequent purchases, is not price sensitive (i.e. is willing to pay high prices), or other factors; and 2) The company has the resources and capabilities to compete for the segment's business, can meet their needs better than the competition, and can do so profitably. In fact, a commonly cited definition of marketing is simply "meeting needs profitably." The implication of selecting target segments is that the business will subsequently allocate more resources to acquire and retain customers in the target segment(s) than it will for other, nontargeted customers. In some cases, the firm may go so far as to turn away customers who are not in its target segment. The doorman at a swanky nightclub, for example, may deny entry to unfashionably dressed individuals because the business has made a strategic decision to target the "high fashion" segment of nightclub patrons. In conjunction with targeting decisions, marketing managers will identify the desired positioning they want the company, product, or brand to occupy in the target customer's mind. This positioning is often an encapsulation of a key benefit the company's product or service offers that is differentiated and superior to the benefits offered by competitive products.

33

Implementation planning
After the firm's strategic objectives have been identified, the target market selected, and the desired positioning for the company, product or brand has been determined, marketing managers focus on how to best implement the chosen strategy. Traditionally, this has involved implementation planning across the "4Ps" of marketing: Product management, Pricing (at what price slot do you position your product, for e-g low, medium or high price), Place (the place/area where you are going to be selling your products, it could be local, regional, country wide or International) (i.e. sales and distribution channels), and People. Now a new P has been added making it a total of 5P's. The 5th P is Politics which affects marketing in a significant way. Taken together, the company's implementation choices across the 4(5)Ps are often described as the marketing mix, meaning the mix of elements the business will employ to "go to market" and execute the marketing strategy. The overall goal for the marketing mix is to consistently deliver a compelling value proposition that reinforces the firm's chosen positioning, builds customer loyalty and brand equity among target customers, and achieves the firm's marketing and financial objectives. In many cases, marketing management will develop a marketing plan to specify how the company will execute the chosen strategy and achieve the business' objectives. The content of marketing plans varies from firm to firm, but commonly includes:
y y y y y y

An executive summary Situation analysis to summarize facts and insights gained from market research and marketing analysis The company's mission statement or long-term strategic vision A statement of the company's key objectives, often subdivided into marketing objectives and financial objectives The marketing strategy the business has chosen, specifying the target segments to be pursued and the competitive positioning to be achieved Implementation choices for each element of the marketing mix

Distribution
Physical distribution (or place) is one of the four elements of the marketing mix. An organization or set of organizations (go-betweens) involved in the process of making a product or service available for use or consumption by a consumer or business user.

34

DIRECT SELLING PROCESS ADAPTED FOR CUSTOMERS Prospecting for evaluating the potential customer-It is a process of finding and evaluating potential customer. I identified if the potential customer has the ability, willingness and authority to buy the product. 1) Generating leads- A sales lead can be in the form of an individual or an organization that might need or buy the companys product. 2) Identifying organization- A prospect is a person In the organization that indicates need for a product Approach In this stage I made an initial contact with the potential customer and tried to find out his needs. Presentation It is the most important stage in the sales process. The aim of my presentation is to attract the prospects attention, stimulate his interest and stir a desire for the product, so that he takes appropriate action. The main aim is to communicate the products benefits effectively to the prospect and convince him to purchase the product. I not only spoke about the benefits the customer is looking for, but also convinced him about the additional benefits of the product.

Handling Objections I clarified the doubts or objections that the customer had. Closing In this stage I asked the potential customer to make the purchase. Follow up It was my last stage wherein I aimed to develop a long-term relationship with the customer.

35

THEORETICAL CONCEPT

Marketing
The Process of planning and executing the conception, pricing promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goal. - American Marketing Association Marketing management is analysis planning, implementation and control of programs designed to create, build, maintain mutually beneficial exchanged and relationship with target market for the purpose of achieving organizational goal. -Philip Kotler

SALES PROMOTION
Sales Promotion refer to those activities (Other than Advertising personal selling and publicity) which stimulate market Demand for product through short term incentives which are Essentially temporary and none recurring in nature sales promotion Technique builds bridge the product and the consumer. As an activity taken out to boost the sales of a product it can Include a host of activities like running advertising campaign, handling public relation activity, distribution of free sample, offering free gifts, conducting trade fairs, exhibitions and competitions, offering temporary price discounts, launching door to door selling and telemarketing.

OBJECTIVES OF SALES PROMOTION


The Main objective of sales promotion is to boost the sales of a product by creating demand, i.e. both consumers demand as well as trade demand. It improves the performance of the middle man and act as a supplement to advertising and personal selling. The Sales promotion also helps in achieving the following purpose 1) Encourage the customers to try a new product. 2) Attract new customers. 3) Encourage the customers to use the product or service and make them brand loyal. 4) Counter a competitors promotional activities. 5) Increase the sales during the slack period. 6) To improve the public image of the firm and the product. 7) To provide the knowledge about product

36

METHOD OF SALES PROMOTION


a) Method of Sales b) Promotion c) Point of Purchase d) Trade Show e) Free Sample f) Coupon g) Bonus h) Contest i) Demonstration j) Price cut Offer

Trade Show: It Consists of Display & Demonstration of product in a stall in Exhibition organized by the manufacturers & traders-Associations. Free Sample : This involves distribution of products/ services at free of Cost. Coupons: A coupon is a certificate which entitles its holder to a specified saving discount or gift on the purchase of a particular product.

Price Cut offer: Price Cut offer is an Offer to get the Product at Price lower than the Normal Selling Price.

37

RESEARCH METHODOLOGY

RESEARCH PROBLEM
y HCL Corporate selling and feedback and market share of HCL and compared to other IT companies.

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

RESEARCH DESIGN
y Determined the Information Sources: The researcher gathered data through secondary sources. y PRIMARY DATA is collected through questionnaire, search and research through place where today's computer has been mostly used. y SECONDARY DATA is being search sites like magazines, newspapers, journals, websites and the data has been collected through other approaches.

38

DATA COLLECTION
The researcher collected information through the official websites, magazines and journals.

DEVELOPED THE RESEARCH FRAME:


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

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

DATA SOURCES
The researcher took the help of both primary as well as secondary sources. Secondary sources being interaction with various IT people of the selected and has been chosen for the research by the researcher. Secondary sources are being the internet as the medium and the official sites of the companies of IT sectors and corporate selling and feedback of HCL.

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

SAMPLE SIZE
Sample size for the research is fixed. It counts to 100.. That is the HCL companies and corporate selling and feed of HCL in comparison between other IT sectors

39

FINDING
Data reduction Graphical representation
Q.1. Which IT institute do you like?
a. NIIT b. HCL cdc c. IIHT d. GT e. IIJT f. JET KING

NO. OF CUSTOMER 100

NIIT 18%

HCL cdc 30%

IIJT 12%

GT 7%

IIHT 13%

JET KING 20%

40

Q.2. Which course do you like of HCL cdc ?


a. b. c. d. MCSE Microsoft certified Software engineer CCNA Cisco certified network Associate RHCE Red hat certified Engineer Advance Networking

Advance Networking 22%

MCSE 25%

RHCE 16% CCNA 37%

41

Q.3. Why do you like HCL cdc ?


a. b. c. d. Brand name Placement Infrastructure Quality of study

number of student 100

quality of study 35%

brand name 30%

placement 20% infrastucture 15%

42

Q.4. How a. b. c. d.

did you know about HCL cdc ?

News paper Friends Brochure Hand bill

No of Data 100
No of Data 100

30 22 18

30

hand bill

friends

brochure

news paper

43

Q.5. According a) ) ) )

to you which offer is useful for you?

Discount Coupon Bank loan others

no. of data-100
others 6% discount 18% coupon 12%

bank loan 64%

44

Q. 6. How do you grade them according to their sales promotion activity? a. Poor b. Fair

no.of data 100


poor 20%

fair 80%

45

Q.7. Why had you specifically chosen HCL cdc only? a. Quality b. Price c. Brand d. Other

no. of data
other 1% quality 33%

brand 44%

price 22%

46

Q.8. Which medium do you like the most in which company contact to

you?
a. b. c. d. Hand billing Road show Seminar Area campaigning

no. of data
road show 1% hand billing 23% Area campaigning 41%

seminar 35%

47

Q.9. Which course would you prefer long term or short term? a. Long term b. Short term

collected data 100

long term 40% short term 60%

48

Q.10. Which timing would you prefer for courses? a. b. c. d. Morning Evening Noon Night

collected data 100


others 1% noon 17% morning 35%

evening 47%

49

QUESTIONNIRE
Q.1. Which IT institute do you like?
a. NIIT b. HCL cdc c. IIHT d. GT e. IIJT f. JET KING

Q.2. Which course do you like of HCL cdc ? a. MCSE Microsoft certified Software engineer b. CCNA Cisco certified network Associate c. RHCE Red hat certified Engineer d .Advance Networking Q.3. Why do you like HCL cdc ? a. b. c. d. Brand name Placement Infrastructure Quality of study

Q.4. How come know about HCL cdc ? a) b) c) d) News paper Friends Brochure Hand bill

Q.5. According to you which offer is useful for you? a) ) ) ) Discount Coupon Bank loan Others

50

Q. 6. How do you grade them according to their sales promotion activity? a. Poor b. Fair Q.7. Why you had specifically chosen HCL CDC only? a. Quality b. Price c. Brand d. Other Q.8. Which medium do you like most in which a company contacts to you? a. b. c. d. Hand billing Road show Seminar Area campaigning

Q.9. Which course would you prefer long term or short term? a. Long term (2years) . Short term (3months to 6months) Q.10. Which timing would you prefer for courses? a) b) c) d) Morning Evening Noon Night

51

FINDINGS
The findings of the project are as follows:
1. During my survey well asking that which IT institute do you prefer then out of 100 Customer 30% said that they will prefer HCL cdc. The reason which is given by them is HCL cdc is one of the good brand in IT firm & by joining HCL there placement got secure. 2. As HCL cdc is providing major type of courses which I have surveyed the area of interest which I find out of student more towards CCNA. Which is one of the hardware courses the reasons behind that is most of the student are mainly concern with hardware or they may be having a degree or diploma in software which is provided by many other institute. 3. When I asked from the student why they like HCL cdc then most of them had answered that they will get a quality instead of quantity in HCL which is later on followed by brand name because the student know that HCL company is known to everyone & is very much obvious that the courses which provided by HCL will be quality oriented.

4. During my survey related to its awareness amongst student most of the student replied they get the information related to HCL cdc is mainly through newspapers and broachers. As one of the new courses so most of the students are not aware of these courses so because of very few students can able to know about the courses to their friends. 5. As HCL is providing various facilities like discount coupons, Bank loans so where asking which offer is beneficial to students most of them i.e. almost 64% is said that they will prefer opt for Bank loan instead for discount and coupon the reason which is got is most of them were having the perception that they will go for loan it will be the responsibility of HCL to provide the job.

6. The promotion activities of HCL were graded as fair by 80% of the students because for its facility of loan brand name and courses that is offered. 7. Well I curiously asked for most of the students that why they are choosing the HCL cdc the answer which I got very much similar which I expected most of them choosing HCL cdc because HCL having brand and good reputation in the market. The marker apart from its quality and price.

52

8. Company was doing various promotional activities like Hand Billing, Road shows, Seminar and area campaign but where asking which was the most prefer by the students 41% said that area campaign is one of the best way to contact with them 35% were agreed for seminar and 23% for Hand billing this is so because area campaign the way by which most of the students weather he is from college or school going or road side one can able to know what exactly HCL cdc offering them which is not fulfill by seminar or hand billing in a satisfactory position. 9. After asking which courses mostly preferred by the students the answer which I got is majority for short term courses which is having duration of six month or one year minority were asking long term courses which is having duration of two year. This is so because the majority of students which I surveyed were doing job so they mostly preferred short term courses over within six month and one year. 10. Lastly I asked that which timing is mostly suits them 47% said that evening is most suitable for them as I have said earlier that most of them doing job so they dont want to hamper their job for this course but as this course was really suited to them they really want to do it as a part time courses.

53

Swot analysis
Strength: a. Brand name b. quality of education c. Placement record

Weakness: a New in this field b. Less experience faculty c. Less proper coordination with employee d. Less strength of marketing team

Opportunity:a. b. c. d. It Industry is booming at fast rate every year. Increasing consumer awareness about It education. Tremendous demand of it professional in India. Tie ups with various companies enable to extract their core competencies.

Threats:a. Lots of player in this field. b. High course price. c. Less number of jobs in market.

54

RECOMMENDATIONS
1. HCL cdc needs to advertise more and spend more on Above the line activities. This will increase popularity of the brand of HCL cdc. 2. Prices of some of the coursers are match with that of the courses of competitors but prices some of courses are priced higher. So price of some courses are to be reduced to increase number of registrations. 3. Proper follow ups are required at right time. As time lag will put a negative impact on the minds of the customers. 4. A plan made should be executed properly. It should not be diluted by execution of new plan. 5. Colleges should be approached we it reopens and when they dont have any kind of exam schedule. 6. I feel that less emphasis is given on Software courses as compared to Hardware and Networking courses. 7. Regular touch with mass should be maintained in form of journals and publishing in daily News papers and magazines. These will put an impact on consumers mind. 8. Promote its educational products under the brand name of HCL by putting up kiosks and conducting interviews process for interested candidates in job fairs and educating the Candidates about the importance of industry specific HCL certified courses and global Certification programs in their centers.

55

Conclusion
Excellence has always been achieved by those who dared to believe that Something inside them was superior to circumstances. So believe in yourself and try your level best.
By, Subha Narayan Murthy
This phrase says it all. It is truly inspiring that one must believe in what one is doing and stand by your decision and work hard towards it, so that you may achieve excellence. Summer internship for any PGDM would be an experience by itself, so was it for me. Working to me was something new, as I had not worked anywhere else before. But this voyage of internship taught me a lot about my profession as Marketing person. HCL has given me a platform to work in the corporate and understand the working practices in the Education Environment. This internship was like a fresh start for my carrier, the learning which I have undertaken here will stay along with me through my journey of working. My experience working as a trainee was tremendous. I got to understand & learn how a Big Education Hub Company works. I got to understand the marketing process & its various Functionalities. At HCL cdc I had the opportunity to learn about the Market Promotion Strategies. My Interns were basically focused on how to promote the different Hardware, Software & Networking courses provide by HCL cdc to the students. I learnt various aspects of these strategies. After my tenure of working here has benefited me a lot and has given me confidence in my own work and decisions. My experience here was more than my expectation. The work environment which I was not use to was made very friendly by my Mentor Mr. Harun M Malmala. And I would remember his help which he provided me during my tenure of internship.

56

BIBILIOGRAPHY
1. Hcl cdc.in 2. Niit.com 3. Iiht.com 4. Aptech.com 5. Primary Data Collection: http://infotech.indiatimes.com/articleshow/18454249.cms http://www.prdomian.com/companies/M/Microsoft?newsrealeses http://dqindia.ciol.com/content/top_stories http://www.equitymaster.com/r-detail 6. Marketing Management (13th Edition) A SOUTH ASIAN PERSPECTIVE by Philip Kotler, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha.

57

58