impact of promotional activities for selling hcl products by arun suthar

PAI International Centre for Management Excellence 1 Maharashtra Cosmopolitan Education society

A PROJECT REPORT

ON

“IMPACT OF PROMOTIONAL ACTIVITIES FOR SELLING

HCL PRODUCTS”

At

HCL Info systems Ltd.

SUBMITTED TO

PAI International Centre for Management Excellence

Maharashtra Cosmopolitan Education Society

BY

ARUN SUTHAR

MBA – 3rd Semester

(2008-10)


EXECUTIVE SUMMARY

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

was based on sales promotion and selling.

For this I had got a training of product knowledge of wide range of products such as HCL

laptops, desktops, Nokia mobiles, Canon Printers, Kodak Cameras, X-Box, Apple IPods, etc.

Consumer retention is the key success factor for any competitive market. An effort was made to

ascertain and analysis customer views and preferences for the product through process of Brand

Recall. Also, a detailed study was made to understand the performance pattern of major

competitors of laptop.

In doing so, it was possible to assess the competition in the market, hence enabling us to position

ourselves more effectively and strategize on a long term basis. During the course of this project, I

was also fortunate enough to be able to study the promotional campaigns carried.

This report contains the findings arrived after detailed analysis of the data received through filing

questionnaires by the users of laptops at various areas of Pune. The study was also carried out to

find the cause of the declining sales rate of these brands. We did many promotional activities and

I went to various societies, corporate, schools and colleges for creating awareness.

The promotional activities like canopy shows and broachers distribution were carried out at main

location near to the HCL Company. In this activity we have given live demo of laptop, desktop

and mileap laptop to the end user i.e. the customers; this activity was mainly done in the viman

nager and vadgaon sheri. Giving them demo, and brushers, and handling there queries regarding

the Products.


TABLE OF CONTENTS

Chapters Particulars

Page No.

1. Introduction

4 -5

2. Objectives

6

3. Research Methodology

7-10

4. Company Profile

11-20

5. Literature Survey 21-26

6. Data Analysis

27-39

7. Findings 40-41

8. Conclusion

42

9. Limitation/future scope

43

10. Recommendations

44

11. Bibliography

45

12. Annexure

46 -47


Chapter 1- INTRODUCTION

INTRODUCTION TO THE PROJECT

This chapter explains about the background and states the objectives of the project. The purpose

of the study is to determine the impact of promotional activity for selling HCL products in Pune

city only.

Promotion is comprehensive terms, and covers the entire gamut of advertising, publicity, public

relations, personal selling and sales promotion. Sales promotion is thus a part of promotion and

is restricted to direct inducement on a short term basis services.

The same promotional strategy was applied by HCL to promote their products and boost up its

sales. The HCL performed promotional activities like canopy, road shows, EPP, broacher

distribution, etc.

In the present competitive world if any business organization has to survive it needs to keep an

eye on various forces operating in the market. More over competitors constantly try to win over

others. In this scenario, every business organization needs to monitor the changes taking place in

the market so that they are not caught. Market research is an efficiency tool in the hands of a

marketer that helps him to take changes taking place in the market.


SCOPE OF THE PROJECT

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

The main purpose of survey is to throw light towards the promotional activities on the

sale of the product.

The promotional activity was restricted only for Pune.

The activities were carried out only at show rooms, road shows and residential areas.

IMPORTANCE OF THE STUDY

This study is important in the sense as we can measure the position of the product after analyzing

the data that we have with us. This study also gives an experience to the management student

who is doing the research as it is the base of marketing.


Chapter 2- OBJECTIVES

1. To study the marketing strategies of HCL.

2. To find out the effectiveness of promotional strategies of HCL.

3. To ascertain the impact of promotional activity on purchase decision.

4. To find out the measures to boost up sales.

5. To conduct promotional activity to boost sales of HCL.

6. To analyze the awareness among public about the HCL products.

7. To find out the reasons for low sales of the products.

8. To conduct promotional activity in various places like shopping malls, residential areas,

corporate etc.

9. To increase the prescription rate among the respondents by using promotional tools.


Chapter 3- RESEARCH METHODOLOGY

DEFINITION:

Research refers to „a search for knowledge‟. It can be defined as a scientific and systematic

search for pertinent information on a specific topic.

Research comprises defining and redefining problems, formulating hypothesis or suggested

solutions; collecting, organizing and evaluating data; making deduction and reaching

conclusions; and at last carefully testing the conclusions to determine whether they fit the

formulating hypothesis – Clifford Wood.

RESEARCH METHODOLOGY

It is a way to systematically solve the research problem. It may be understood as science of

studying how research is done scientifically. In it we study the various steps that are generally

adopted by the researcher in studying his research problem along with the logic behind them. In

general methodology is an optional framework within which the facts are placed so that the

meaning may be seen more clearly. The sources of data shown that designing of a research plan

calls for decision on the data sources are research approaches (primary and secondary data)

research instruments (observation survey experiment) sampling plan and contact methods

(personal interviews).

RESEARCH DESIGN

A research design is the determination and statement of the general research approach or strategy

adopted for the particular project. It is the heart of the planning. If the design adheres to the

research objectives, it will ensure that the client need will be served.


Research design is a plan structured and strategies of investigation. It is the arrangement of

condition and analysis of data in a manner to combine relevance to the research purpose with

economy in procedure.

In order to achieve the objective it was necessary to talk to the customers and public to

draws the conclusions regarding the objective.

For visiting the customers and publics to collect the relevant information; a questionnaire

has to be designed. The questionnaire was designed in such a manner to achieve the

objective of the research.

The sample size taken is 100 customers and publics.

TYPE OF RESEARCH

In this project Descriptive Research has been used.

Descriptive Research:

This is kind of research structure which is concerned with describing the characteristics

of the problem. In this way the main purpose of such a research design is to present a

descriptive picture about the marketing problem on the basis of actual facts. For this it is

important to obtain the complete and actual information about the subjects.

NATURE OF RESEARCH

Quantitative type of research has been used. As all the data was based on numerical figures

obtained in the survey.

TYPE OF QUESTIONS

The questions were self-administered, with a view to obtain maximum information from the

respondent that is why the questions were straightforward.


TYPE OF QUESTIONNAIRE

The entire questionnaire was standardized and formalized.

TYPE OF ANALYSIS

As all the data found in the survey is totally numerically so the type of analysis was statistical.

SOURCE OF DATA

PRIMARY DATA

The data which is collected fresh and for the first time and thus happen to be the original

one characteristic is called as the primary data.

SECONDARY DATA

The data which is already collected by someone else and which have been passed through

the statistical process is known as the secondary data.

METHODS OF COLLECTING PRIMARY DATA

Interview Method

In this project I have taken the questionnaire method for collecting necessary information. In this

method a questionnaire is given to the person concerned with question to answers the question

and return the questionnaire. A questionnaire consists of number of question printed in a definite

order on a form or a set of form.


SELECTION OF THE SAMPLE/SAMPLING PLAN

This is one of the most important steps of a research design procedure. Generally in most of the

marketing studies on sample or most of the sub group of the total population pertaining to the

subject is included on the place of the universe.

The following things are primarily considered in the sample:-

Sample Size

The sample size of the population was 100 respondents.

Sample Population

A survey of people who either own or plan to purchase laptop and on located in

Pune city only.

Sample Extent

Viman Nagar

Vadgaon sheri

Sampling Methods

The sampling method for the survey was random sampling. Random sampling suggest

away of sample selection where in any item of the population is likely to be selected in a

sample as any other item it means that all items of the population have equal probability

of being selected in the sample.

SECONDARY DATA COLLECTION

The report mainly consists of a data from the primary source gathered the schedule of questions.

Questionnaire is the formal tool of asking questions directly from respondents by which

questions are asked. Information about the product is taken from various sources such as

websites, newspapers etc.


Chapter 4- COMPANY PROFILE

http://www.hclstore.in/tablet

http://www.hcl.in/default.asp

http://www.hclstore.in/hcl_leaptop_t39


HISTORY OF HCL

HCL Info systems Ltd is one of the pioneers in the Indian IT market, with its origins in 1976. For

over quarter of a century, we have developed and implemented solutions for multiple market

segments, across a range of technologies in India. We have been in the forefront in introducing

new technologies and solutions. The highlights of the HCL saga are summarized below:

1976- Hindustan Computer limited (HCL) is born.

1977- Forms distribution alliance with Toshiba for copier & Notebooks.

1978- HCL Successfully ships in house designed micro-computer at the same time as Apple.

1983- Indigenously develops an RDBMS, a Networking OS & a client server architecture, at

the same time as global.

1986- HCC Becomes the largest IT Company in India.

1989- Introduce fine grained Multiprocessor UNIX 3 yr a head of “sun& HP”

1991- HCL Hewlett Packard J. Develops Multi Processor UNIX of HP & Heralds HCLS entry

into contract R&D.

1994- Forges distribution alliances with Ericsson Switches & Nokia cell Phone.

1997- HCL‟s R&D spinoff as HCL Technology Mark advent info Software services.

2003. HCL Becomes the first company to cross the 1,00,000 unit Milestone in the Indian

Desktop PC Market.

2004- HCL Technologies Get accorded by Meta Spectrum with leader status in off have out

sourcing.

2005- JV with NEC, Japan -HCL Set up first Power PC Architecture design centre outside of

IBM.

2006- HCL info system ties up with Apple for iPod distribution. -HCL Technologies sign

largest over, software services deal with DSG.


2007- HCL as an enterprise sources the $ 4 billion watermark.-HCL announces opening of its

second European outsourcing facility in June with the establishment of the delivery centre in

Krakow Poland.

HCL has evolved from a dream of eight youngsters in 1977 to the country's top IT group today.

Our well-balanced portfolio of turnkey solutions across equipments, software and services make

our offerings end-to-end for all IT needs of the Indian customers. Our recognitions speak of our

dominant position in India. We have several recognitions for our network management services,

security services, IT Infrastructure services and we have been rated as No.1 PC Brand for the last

5 years in India.

Our services are backed by an extensive direct support infrastructure spread across 170 locations

nationwide, which offer 24 x 7 supports offering for critical sites. With more than 70 SAP

implementations till date, HCL has been rendering service to key Indian players in Banking &

Finance, Retail, Consumer and Government.

We are committed to the Indian Market and will continue to invest more to further enrich our

end-to end IT offerings for this market. Our flexible engagement models, rich heritage of

technology solutions and over 30 years of leadership across service areas give us a strategic

advantage to meet the nation's IT needs.

About HCL Enterprise:

HCL Enterprise is a US $ 5 billion leading Global Technology and IT enterprise that comprises

two companies listed in India - HCL Technologies & HCL Info systems. The 3-decade-old

enterprise, founded in 1976, is one of India's original IT garage start-ups. Its range of offerings

spans Product Engineering, Custom & Package Applications, BPO, IT Infrastructure Services, IT

Hardware, Systems Integration, and distribution of ICT products. The HCL team comprises

approximately 60,000 professionals of diverse nationalities, who operate from 23 countries


including 500 points of presence in India. HCL has global partnerships with several leading

Fortune 1000 firms, including leading IT and Technology firms.


CHAIRMAN AND MANAGEMENT PROFILE

AJAI CHOWDHRY

CHAIRMAN & CEO

An engineer by training, Ajai Chowdhry is one of the six founder members of HCL and took

over the reins of HCL Info systems, the flagship company of the group, as President and CEO in

1994. He was appointed the Chairman of HCL Infosystems in November 1999. In recognition of

his contribution in championing the cause of the domestic Indian IT industry, Ajai has been

conferred the DATAQUEST „IT Man of the Year 2007‟ Award amongst other awards.

J V RAMAMURTHY

Chief Operating Officer

SANDEEP KANWAR

CFO & EVP

HARI BASKARAN, GEORGE PAUL ,RAJEEV ASIJA, RAJENDER KUMAR

EVP

M CHANDRASEKARAN

Sr. VP

VIVEK PUNEKAR

VP HR

GUIDING PRINCIPLE

VISION AND MISSION

VISION STATEMENT: "Together we create the enterprises of tomorrow"


MISSION STATEMENT: "To provide world-class information technology solutions and

services to enable our customers to serve their customers better"

QUALITY POLICY: "We shall deliver defect-free products, services and solutions to meet

the requirements of our external and internal customers, the first time, every time"

OUR OBJECTIVES

OUR MANAGEMENT OBJECTIVES: To fuel initiative and foster activity by

allowing individuals freedom of action and innovation in attaining defined objectives.

OUR PEOPLE OBJECTIVES: To help people in HCL Info systems Ltd. share in the

company's successes, which they make possible; to provide job security based on their

performance; to recognize their individual achievements; and help them gain a sense of

satisfaction and accomplishment from their work.

CORE VALUES

We shall uphold the dignity of the individual

We shall honor all commitments

We shall be committed to Quality, Innovation and Growth in every endeavor

We shall be responsible corporate citizens

Alliance & Partnership

To provide world-class solutions and services to all our customers, we have formed Alliances

and Partnerships with leading IT companies worldwide.HCL Info systems has alliances with

global technology leaders like Intel, AMD, Microsoft, IBM, Bull, Toshiba, Nokia, Sun

Microsystems, Ericsson, NVIDIA, SAP, Scan soft, SCO, EMC, VERITAS, Citrix, CISCO,

Oracle, Computer Associates, Red Hat, Infocus, Duplo, Samsung and Novell.


These alliances on one hand give us access to best technology & products as well enhancing our

understanding of the latest in technology. On the other hand they enhance our product portfolio,

and enable us to be one stop shop for our customers.

PRODUCTS:

1) HCL DESKTOP

2) HCL LEAPTOP

3) ULTRA PORTABLE LEAPTOP

SERVICES:

HCL Info systems Service Support infrastructure is one of the widest in the country. No matter

where you are there‟s an HCL Service Centre nearby. Our products are backed by an extensive

direct support infrastructure spread across 170 locations nationwide which offer 24x7 supports

offering for critical sites. Our channel strength is a balanced mix of retail outlets, resellers &

distributors. It was our strong focus on distribution network that led us in devoting few brands

exclusively for channel. They are Beanstalk, Busy Bee, net manager (servers), and recently

launched EzeeBeen. Today our distribution network helps us take a varied product range to

http://www.hclstore.in/ezeebee_max_p991

http://www.hclstore.in/hcl_leaptop_t39

http://www.hclstore.in/tablet


customers in every noot & corner of the country. The product range includes Desktop PCs,

Servers and Laptops & Pocket PCs.

HCL Touch

24 Hrs Round the clock service

7 Days a Week service

Company Owned Direct service

Lifetime Response

Covering 4000 Towns

Pick & Drop Service

Regional Language support

Green Repairs

Pan India On Site Direct Company support

SMS Call Logging

Remote Support Facilities.

C O R P O R A T E O F F I C E

HCL Info systems Ltd.

E-4,5 & 6, Sector 11,

NOIDA 201 301, UP

India

Tel: 2526518/19, 2520977 Fax: 2550923 Prefix from Delhi: 95120 STD Code: 0120, ISD Code: 120

Email: [email protected]

AWARDS:

India's Most Preferred Personal Computer Brand by CNBC AWAAZ Consumer Award

2007

India's 'No. 1 PC Vendor' consecutively for six years.

HCL among the Top 3 IT companies for the last 3 years, DQ & IDC,Best Employer

Survey, 'Best employer 2005' with Five Star Ratings.

mailto:[email protected]


'Top 50 in ET Top 500 Companies' Listings for 2006

Top 21 companies in Business Standard 1000 Ranking 2006

Top 50 Fastest Growing Technology Companies in India & 'Top 500 Fastest Growing

Technology Companies in Asia Pacific' by 'Deloitte & Touche'

'The Most Responsive Company 2005' - IT Hardware Category by The Economic Times

- Avaya GlobalConnect.

'7th IETE - Corporate Award 2005' for performance excellence in the field of Computer

& Telecommunications Systems.

HCL Technologies ranks 76 in the list of Fastest Growing Global Technology Companies

The case study focuses on HCL's unique transformation over the last 2 years, and

highlights HCL's Employee First philosophy.

The TIME magazine has referred to HCL as an "intellectual clean room where its

employees could imagine endless possibilities."

HCL ADVANTAGE

Staying competitive in today‟s dynamic business environment means finding new ways

to reduce costs while maximizing the value of your technology and personal resources.

More than ever, your ability to "do more with less" determines how successful your

organizations will be. That's why HCL Insys helps you achieve. By channeling our in-

depth expertise gained from over 28 years of IT Domain experience. We provide a full

bandwidth of services specifically designed to meet your complete IT needs.

6 S Offerings for Business Empowerment (to the power n)

SOLUTIONS:

The one stop shop solution center for all your IT needs, customized to meet and scale

with your unique Business Needs.


SERVICES:

A range of value added services in IT infrastructure operations and management.

SUPPORT:

Pan-India footprint of support and logistics locations. Over 260 Direct service support

locations. Technically sound workforce of over 1700 certified professionals.

STANDARDS:

World Class Quality standards maintained for PPP (People, Processes & Performance).

Alliance with global technology leaders.

SAVINGS:

We help you find new ways to reduce costs & "do more with less" by maximizing the

value of your technology and personal resources, thereby reducing your total cost of

ownership(TCO).

SATISFACTION:

Complete Satisfaction for the customers through the HCL 6S offering that enables one

to maximize system uptime through rapid response and resolution services, thereby

optimizing your IT investments.


Chapter 5- THEORETICAL FRAMEWORK

PROMOTION

Basically promotion is an attempt to influence. More specifically, PROMOTION is the

element in an organization‟s marketing mix that serves to inform, persuade and remind the

market of a product and/or the organization selling it, in hopes of influencing the recipient‟s

feelings, beliefs, or behavior. Out of 4 P‟s of marketing i.e. product, price, place, and promotion,

the most important role is of 4th

P i.e. promotion.

ROLE OF PROMOTION IN MARKETING

Promotions help marketers to communicate information to potential customers. This

information could be about the product‟s Existence (Awareness), value and benefits

offered by products.

A well designed promotion mix is extremely crucial for brand building and positioning.

In fact communication or promotional mix is at the centre stage in brand positioning and

Brand building activities.

The promotional mix or marketing communication helps marketers to attract, persuade,

urge and remind customers of the company‟s brand.

Effective promotions prove helpful in product differentiation and also help to counter

competition.


COMPONANTS OF PROMOTION

There are five components of promotions: Advertising, Sale promotion, Personal selling,

direct marketing, Public relations. Each has distinct features that determine in what situation it

will be most effective.

1. ADVERTISING:

“It is any paid form of non-personal presentation and promotion of ideas, goods, and services

by an identified sponsor”. The most familiar forms of advertisements are found in the

broadcast (TV and RADIO) and print (Newspaper and Magazines) media. However, there

are many other advertising alternatives, from direct mail to billboards and the telephone

directory to yellow pages. Advertising is often termed as pull strategy. In pull strategy the

goal is to get consumers to pull the product in the supply chain by demanding it.

MAJOR ADVERTISING DECISIONS

While setting up an advertising plan, following decisions are required to be taken.

Identify the target audience

Set the advertising objectives

Determine the advertising budget

Design the message

Evaluate and select media

Create an advertisement

Measure the impact.


TYPES OF ADVERTISEMENT

MEDIUMS OF ADVERTISING

Newspapers

Television

Radio

Magazines

Direct mail

Outdoor advertisings.

2. SALES PROMOTION:

Just as Advertising is known as „Pull‟ strategy, Sales Promotion is known as „Push‟

strategy. This promotional technique can be defined as “short-time incentive to the

customer to buy a product”.

According to Philip kotler; “Sales Promotion consists of a diverse collection of

incentives tools, mostly short term designed to stimulate quicker or greater purchase of a

particular product or services by consumers or the trade”.

The free gifts-offers, discounts, coupons, lucky draws, etc., are some of the ways used in

sales promotion.

SALES PROMOTION TOOLS

Consumer promotion:

The consumer promotion directed at Consumers. It includes Samples, Price off, free gifts,

Cash refund offers, premiums, prizes, warranties, cross promotion, point of purchase.

Consumer‟s promotion is to create Consumer pool for the brand.


The objective behind the several Consumer promotion programs of different

organizations is:

To generate consumer interest, this should lead to trial.

Increase the rate of purchase.

Generate inquires from the target, consumer group.etc.

Trade promotion:

The trade promotions directed to the members of distribution channel. It includes

advertising, Display Allowances. The Prime objective is to push the product through

the marketing, intermediates and to get them to market the product aggressively.

Other objectives are:

Encouraging trade to invest built inventory.

Getting trade‟s co-operation in production.

Business and sales promotion:

It includes trades shows and conventions, contents for sales promotion

representatives and for special advertising. Although sales promotion tools are highly

divers but they all offer three distinctive benefits:

Communication

Incentive

Invitation.

3. PERSONAL SELLING:

The importance of personal selling is pretty evident as this is the only marketing activity

that directly results into Revenue earning as its outcome. The simplest definition of

personal selling is-“selling that involves face- to-face interaction between the sales

person and prospective customer.”


There are certain products, which need demonstration or explanations. Personal selling is

most effective in promoting such products.

Advantages of personal selling:

There is a personal touch and with trained salesman, the customer can feel

important and gives full attention to the product detailing.

Demonstration of the product features and product working helps in better

product awareness and acceptance by consumers.

Consumer‟s queries and apprehensions can be effectively answered.

Follow–up action and persuasion are possible.

4. DIRECT MARKETING:

The Direct Marketing association defines Direct Marketing as follows: “Direct Marketing

is an interactive marketing system that uses one or more advertising media to affect a

measurable response and or transaction at any location”. This definition makes it clear

that direct marketing is directly from the company to the customer and there is no

intermediary (retailer, whole seller etc.) involved in between.

Various forms of direct marketing:

Direct mail

Telemarketing

Email Marketing

Couponing

Direct response television marketing

Direct selling.


5. PUBLIC RELATIONS:

Public relations are defined as deserving, acquiring and retaining a favorable reputation

in the market place. Public relations function aims at creating maintaining favorable

public opinion about company‟s products, people, policies and plans.

Public relations are defined as “any group that has an actual or potential interest or

impact on company‟s ability to achieve its objectives”. The public relations do not

directly help promoting the product but can make product or policy acceptance by the

public easy by generating a favorable image about the company.

PUBLIC RELATIONS IS USEFUL IN

Acceptance of a company‟s as a specialist in a product group.

Acceptance of company‟s policies regarding its employees, dealers, consumers

etc.

Attracting capital and man-power.

Acceptance of new product and new brand.


Chapter 6- DATA ANALYSIS

Which brand of laptop/desktop will you give the preference?

INTERPRETATION:

According to the survey Dell laptop were top of the mind of the respondents with 28%, HCL was

just behind with 24%, the 20% were Sony and 18% of the HP and others is 10% which are

Lenovo, Compaq, Toshiba, acer.

24%

28%18%

20%

10%

Respondent’s Preference

HCL

DELL

HP

SONY

other


Are you aware of HCL product & services?

INTERPRETATION:

According to the survey of the project I studied that almost 92% of the peoples are aware of HCL

products and services, and only 8% of the peoples are not aware of the HCL products and

services because of less promotions in newspapers and news channels.

92%

8%

Yes

No


What is your opinion towards HCL products & services?

INTERPRETATION:

According to the survey of the project I studied that the respondent‟s opinion towards HCL

products and services is 27% are very good, 46% are good, 24% are satisfactory and 3% are

poor.

27%

46%

24%

3%

Very good

good

satisfactory

poor


Have you heard about HCL touch (24x7 SERVICE SUPPORT . 4000 CITIES)?

INTERPRETATION:

According to the survey of the project I studied that the 68% of the respondents have not heard

about the HCL touch and only 32% of the respondents have heard about HCL touch.

Yes

No

0%

10%

20%

30%

40%

50%

60%

70%

32%

68%


After sales services which brand services is the best?

INTERPRETATION:

According to the survey of the project I studied that the HCL is top of the mind in after sales

services as compare to others.HCL is 26%, Dell is 22%, Sony is 20%, HP is 18% and others are

12%.

26%

18%

20%

22%

12%

0%

5%

10%

15%

20%

25%

30%

HCL HP Sony Dell Others


Does the Promotion help in better product awareness?

INTERPRETATION:

According to the survey of the project I studied that most of the respondents said that the

promotion is helpful in better product awareness.94% of the respondents are agree with this and

6% don‟t think so.

94%

6%

Yes

No


Whether Promotional activity Profitable/ beneficial to you?

INTERPRETATION:

According to the survey and the data collected it is seen that most of the respondents think that

the promotional activity is profitable/beneficial to them. 96% of the respondents are agreeing

with that and 4% are not thinking so.

96%

4%

Yes

No


Have you ever purchased anything during or after the promotion?

INTERPRETATION:

According to the survey and the data collected it is seen that most of the respondents are not

always but sometime purchased during and after the promotion. Only 17% of the respondents are

purchased always during or after the promotion, and 74% are sometime purchased and 9% are

never purchased.

17%

74%

9%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Always sometime Never


Does brand ambassador create more value in the product?

INTERPRETATION:

According to the survey and the data collected it is seen that most of the respondents are

think that the brand ambassador creates more value in the product.62% respondents are

always agree with that because of them product get automatically more valuable and it

helps to attracts and influences us, 22% are thinking that not always but sometime they

create value in the product only if they are famous celebrities, and 12% are not think so.

0%

10%

20%

30%

40%

50%

60%

70%

Alwayssometime

never

62%

22%

12%

Always

sometime

never


What type of promotional activity attracts you more & required by company?

INTERPRETATION:

According to the survey and the data collected it is seen that most of the respondent thinks that,

the discounts and advertisements attract them more and required by company.42% are discounts,

Advertisement(paper, TV) are 39%, gifts/lucky draws are 24%,canopy& road shows are 16%

and broacher distribution are 7%.

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Advertisement (Paper, TV)

Canopy & Road shows

Discounts Gifts/Lucky draws

broacher distribution

39%

16%

42%

24%

7%


Have you ever ignored the promotional activity? Why?

INTERPRETATION:

According to the survey and the data collected it is seen that the most of the respondents are

never ignore the promotional activities because of attractive and get information about products

and company.48% never ignored, 34% ignored sometime because of not time or in hurry and

17% always ignored.

17%

34%

48%

0%

10%

20%

30%

40%

50%

60%

Always sometime Never


Where the promotional activities can be effective and get more response?

INTERPRETATION:

According to the above graph it can be studied that the most of the respondents think that in the

shopping malls and showrooms promotional activities can be effective and get more response.

For shopping malls 36%, for showroom 32%, for society/corporate 22%, for internet 9% and for

other (multiplex, road shows) 8%.

32%

36%

22%

9%

8%

showrooms

shopping malls

society/corporate

internet

other


What is your opinion towards “less promotion more discount?”

INTERPRETATION:

According to the survey and the data collected it is seen that most of the respondents are agree

with “less promotion and more discount”.54% are agree with that, 24% are strongly agree, 16%

are disagree and 6% are strongly disagree.

Strongly agreeAgree

disagree

Strongly disagree

0%

10%

20%

30%

40%

50%

60%

24%

54%

16%

6%


Chapter 7-FINDINGS

Through this project I got to many of the things related to IT products, Sales Promotion,

Consumer behavior, making of new customers and handling of old customers and Selling &

marketing Concepts at Pune city.

Before the use of promotional tools the products of HCL were not known to the publics

but after the use of promotional tools the products got good exposure in the market.

The reason for low sales of the products was lack of promotional activities due to this

most of the public was not aware of HCL products.

After using promotional tools I found that the prescription rate of the HCL‟s products

was increased to a considerable extent.

Maximum customers first see the affordable price & look of the product.

At the time of purchasing customer also demand for free accessories like pen drive, head

phone & mouse, etc.

HCL is 32 yrs old and the only Indian IT company among the entire IT giant like LG,

Sony, HP, Lenovo.

HCL is having maximum number of service centre all over India.


HCL provides most economic Leaptop & Desktop in India At HCL DIGILIFE Store, one

can get wide range of products such as Leaptops, Desktop, Mileaps, IPods, Cameras,

Printers, Mobile phones, x-box, LCD TVs, Plasmas & Projectors, etc.

HCL is only company in India which provides service 24x7x365 (which is known as

HCL TOUCH).

HCL has launched World‟s smallest laptop, ie Mileap x- series 1.

HCL Ltd is a national distributor for NOKIA Cells and Accessories, LCD TVs, Plasmas

& Projectors, Apple IPods & Accessories, Kodak Camera, Canon printers, Microsoft

software, X-box & Microsoft Accessories.


Chapter 8- CONCLUSION

The sample size of my survey was 100. I have tried my best to get the maximum out of survey.

After analyzing the result of my questionnaire I have arrived to the conclusion, which is as

follows:

HCL has successfully achieved their objective of getting the potential customers through

promotional activities and also to boost the sale..

The promotional activity was helpful to know the customer‟s perception towards HCL by getting

information from promotion.

Regular use of promotional tools is necessary for giving more exposure to the product in the

market.

The customers came to know about HCL products/services and its benefits through promotional

activities which seemed to be the key factor to achieve the prospective customers.

Most of the respondents believe in brand name and good configuration. As such many of them

are attracted to the HCL brand. Moreover, the existing users of HCL are found to be satisfied

from the features as well as accessibility of the laptops/desktops.

The company also should open more showroom of HCL for getting more publicity and positive

response. This means HCL has very high reputation in cities like Pune.

HCL should also promote through the TV Channels, magazines and national newspapers which

will make the brand more and more popular.

According to Survey I found that the position of HCL Desktop is No. 1 and the Laptops are No.

3 in retail market.

Maximum 49.48% customers are satisfied with his service also.

The customer needs a better look, good quality and after sales service in cheaper price.

At the time of buying a product customer is also curious about the free accessories which comes

with the product.


Chapter 9- LIMITATION

Taking interview of the respondents was quite a difficult job.

The study of promotional activity was conducted only in the city of Pune.

The promotional activities were done only at showroom, corporate and societies.

Many corporate and societies were not given permission and they charged more for

canopy shows.

Some people refuse to meet me regarding live demo of the product.

Limited response from respondent response may not reveal the accurate picture as

accurate data was not revealed by the respective respondents.

Some customers have been found to have biasness in their response because of good and

bad experience with the HCL, which they were having.

Most of concern person were busy with their work.

Many of the respondents did not submit their form properly filed.

The data is collected from the selected areas in Pune.

Lack of time, as the study was conducted only for the period of two months.

However in spite of these limitations all efforts have been put to make the project correct,

effective, and genuine.


Chapter 10- RECOMMENDATIONS

After conducting this survey, it was founded that HCL is sharing a good reputation in the market.

HCL laptop/desktop users are satisfied with HCL.

I could hardly suggest the following suggestion:-

The company should open exclusive showrooms for HCL Products and accessories in

Pune city.

The advertisement campaign should be made more effective, attractive so that people will

be able to understand it or recall.

Customer makes their purchase decision before entering the shop it means that a

customer decides which brand of laptop they want to buy. So it is very necessary to get

their attention before they enter shop this can be done by putting glow signboards and

other attractive hoardings on busy places like MG Road, JM Road, and FC Road etc.

A regular use of promotional tools should be done till the products get good exposure in

the market.

The company should advertise more in newspapers and news channels.

Effective schemes should be launched to differentiate the products than others and to

interact the customers.

The company should make tie-ups with more shopping malls and multiplexes for

promotional activities.

The company should also make tie-ups in residential areas and organize game shows,

canopy shows and contest etc. so that they can get the data of their targeted customers.

The company should make offers like giving free gifts and discounts to attract the people

towards buying the products.

Advertisement campaign should be made more effective for increasing the sales.

After sales service should be more improved.

Easy loan facility should be provided to customers so as to increase the sales.


Chapter 11

BIBLIOGRAPHY

MARKETING MANAGEMENT--------------------------------PHILIP KOTLER

MARKETING RESEARCH--------------------------------------DILIP SARWATE

WEBLIOGRAPHY

www.google.com

www.hcl.in

www.hclinfosystemsltd.com.

www.hcltech.com.

Company booklets, pamphlet, Brochures.

http://www.google.com/

http://www.hcl.in/


Chapter 12 - Annexure

QUESTIONNAIRE

Name: ____________________________________________________

Gender: male female

Profession: _______________________________ Contact no.________________

1. Which brand of laptop/desktop will you give the preference?

a) HCL b) DELL c) HP d) Sony e) other______________

Why?___________________________________________________________________

______________________________________________________________________

2. Are you aware of HCL product & services?

a) Yes b) No

3. What is your opinion towards HCL products & services?

a) Very good c) satisfactory

b) good d) poor

4. Have you heard about HCL touch (24x7 SERVICE SUPPORT . 4000 CITIES)?

a) Yes b) No

5. After sales services which brand services is the best?

a) HCL b) HP c) Sony d) DELL e) other______________

6. Does the Promotion help in better product awareness?

________________________________________________________________________

________________________________________________________________________


7. Whether Promotional activity Profitable/ beneficial to you?

________________________________________________________________________

________________________________________________________________________

8. Have you ever purchased anything during or after the promotion?

a) Always b) Sometime c) Never

9. Does brand ambassador create more value in the product?

________________________________________________________________________

________________________________________________________________________

10. What type of promotional activity attracts you more & required by company?

a) Advertisement (Paper, TV) b) Canopy & Road shows

c) Discounts d) Gifts/Lucky draws e) broacher distribution

11. Have you ever ignored the promotional activity? Why?

________________________________________________________________________

________________________________________________________________________

12. Where the promotional activities can be effective and get more response?

Showrooms Shopping malls

Society/corporate Internet

other____________________

13. What is your opinion towards “less promotion more discount”?

a) Strongly agree b) Agree

c) Disagree d) strongly disagree.

14. Any suggestion_____________________________________________________

impact of promotional activities for selling hcl products by arun suthar

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