Welcome to the PresentationPresentation Topic: “Promotional Initiatives for Creating

Customer Awareness in Computer Industry; A Study on HP."

Introduction The basic scope of conducting this study was to

analyze the promotional strategy and activities of Computer Source Ltd to create customer awareness. Here the report covered a little portion of their performance because they represent products from 43 reputed multinational brands. Since it’s a vast number of product line, I have shown the popular brand HP as the example. I collected information from the annual and periodic reports of the Company, face to face discussion with management, regular conversations with employee, questionnaire survey and other relevant sources, by working in some IT fairs, organizing some events and used those for the study purpose.

Objective of the ReportBroad Objective The broad objective of the study is to understand the

relationship between the promotional initiatives and customer awareness in the context of Computer Source Ltd.

Specific Objectivesi) To identify different promotional tools used by Computer Source Ltd

create brand awareness about different computer brandsii) To identify the Brand Performance of HP by using perception testiii) To identify the level of Customer Satisfaction related to

promotional initiatives of Computer Source Ltd regarding HP brandiv) To understand the relation between Customer Awareness and

satisfaction about Promotional Initiatives using regression analysis

Sample Plan#Population: The target population of this survey includes all the

customers of computer product within the age of 20 to 50 years. # Sample Unit: Existing customers of computer brands within the

age of 20 to 50 years of Dhaka city have been considered here. The data were collected from the BCS Computer City, Agargaon.

# Sample Frame: There is no concrete list or number of customers belonging to the population.

# Sampling Procedure: Non-probability convenience sampling procedure has been used. Mainly mall intercept method is used for questionnaire survey. The total sample size for this study is 100 customers within the age of 20-50 years.

# Fieldwork/ Data Collection: The questionnaire survey has been executed in BCS Computer City, Agargaon in Dhaka city.

Limitations Though I tried my level best in preparing this report, some

limitations were yet present there:

Unavailability of required secondary data in this area Lack of instrumental facilities to get proper information. Lack of available previous research works in this area for

guidance.

Company Profile Computer Source Ltd is the largest technology distributor of

Bangladesh and a leading technology sales, marketing and logistics company. Computer Source provides comprehensive ICT solutions to its corporate partners. They create sales & profitability opportunities for their business partners and resellers through unique marketing initiatives, logistics services, technical supports, and financial support services. Since its beginning in 1993, Computer Source has connected technology solution providers with users nationwide, identifying markets and technologies that shape the IT industry. Today, Computer Source remains at the forefront of the technology marketplace, bringing the latest products and services to market and finding new ways to bring value to our customers. The company offers a broad array of solutions and services to thousands by distributing and marketing IT products from nearly 43 suppliers.

Brand Portfolio

Questionnaire AnalysisDemographic Analysis

Gender Distribution

Male 57%

Female43%

Age Distribution

40%

37%

10%8%

5%

20-25 years25-30 years30-35 years35-40 yearsAbove 40

Educational Level

Below SSC HSC Graduation Post Garduation Others0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

10%

15%

45%

25%

5%

Questionnaire AnalysisGeneral Analysis

Overview of product type preference

Monitor Netbook Laptop Keyboard Mouse Soundbox

0%5%

10%15%20%25%30%35%40%

Brand Awareness

95%

5%

Yes

No

Recalling of brand

85%

15%

YesNo

Confidence level Analysis

Poorly Confident

Less Confident

Medium

Confident

Fully Confident

0% 10% 20% 30% 40% 50% 60% 70% 80%

2%

5%

3%

15%

75%

Awareness about the brand HP

Strongly Agree

Agree Neutral Disagree Strongly Disagree

0%

5%

10%

15%

20%

25%

30% 25%

30%

17%15%

13%

Brand Preference

15%

3%

20%

17%

15%

25%

5%

HPAppleSamsungDellAsusAcerOthers

Factors influencing brand preferences

20%

17%

13%15%

17%

15%3%

QualityPriceDurabilityReliabiltyInnovativenessPromotionsOthers

Questionnaire AnalysisBrand Awareness Analysis

Sources of information about the brand HP

25%

13%

23%

10%

12%

7%

10%5%

Leaflet

Poster

Newspaper Ad

Mgazine Ad

Billboard

Retail Shop

Fair

Campaign

Fulfillment of expectation regarding the brand HP

YesNo

0%

10%

20%

30%

40%

50%

60%

70%

70%

30%

Recalling of Brand Element

0%5%

10%15%20%25%30%

Questionnaire AnalysisPerception Test

Measuring Perception about Quality

Name of the brand

Total Score

Average Recommendation Rank

HP 532 5.32 Good Quality 4th

Apple 675 6.75 Very Good Quality

1st

Dell 558 5.58 Good Quality 3rd

Samsung 619 6.19 Very Good Quality 2nd

Acre 456 4.56 Average Quality 5th

Asus 423 4.23 Average Quality 6th

Measuring Perception about Price

Name of the Brand

Total Score

Average

Recommendation

Rank

HP 437 4.37 Affordable Price 2nd

Apple 114 1.14 Very High Price 6th

Samsung 451 4.51 Affordable Price 1st

Dell 418 4.18 Affordable Price 4th

Acer 325 3.25 High Price 5th

Asus 422 4.22 Affordable Price 3rd

Measuring Perception about Promotion

Name of the Brand

Total Score Average

Recommendation

Rank

HP 493 4.93 Moderately Promoted

3rd

Apple 134 1.34 Rarely Promoted 6th

Samsung 156 1.56 Rarely Promoted 5th

Dell 357 3.57 Less Promoted 4th

Acer 679 6.79 Highly Promoted 1st

Asus 544 5.44 Well Promoted 2nd

Measuring Perception about Attractiveness

Name of the Brand

Total Score Average

Recommendation

Rank

HP 433 4.33 Moderately Attractive

6th

Apple 575 5.75 Quite Attractive 2nd

Samsung 501 5.01 Quite Attractive 3rd

Dell 597 5.97 Quite Attractive 1st

Acer 435 4.35 Highly Attractive 5th

Asus 453 4.53 Quite Attractive 4th

Measuring Perception about Overall Brand Performance

Brand Name

Quality

Price Promotion

Attractiveness

Total Scor

e

Overall Positio

nHP 4 2 3 6 15 3rd

Apple 1 6 6 2 15 3rd

Samsung 3 1 5 3 12 2nd

Dell 2 4 4 1 11 1st

Acer 5 5 1 5 16 4th

Asus 6 3 2 4 15 3rd

Questionnaire AnalysisPromotional Effectiveness Test

Promotion of HP

Fully Agree Agree Neither agree or disagree

Disagree Fully Disagree

0%

10%

20%

30%

40%

50%

60%

55%

27%

13% 3% 2%

Percentage of purchasing after watching the advertisement

Fully Agree Agree Neither agree or disagree

Disagree Fully Disagree

0%

5%

10%

15%

20%

25%

30%

35%

28%22%

5%

35%

10%

Importance of promotional tools to create brand awareness

Fully Agree Agree Neither agree or disagree

Disagree Fully Disagree

0%

10%

20%

30%

40%

50%

60%

70%

63%

27%6% 3% 1%

Unique promotional initiatives

Fully Agree Agree Neither agree or disagree

Disagree Fully Disagree

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

44%32%

4%

13%7%

Satisfied with the product quality

Fully Agree Agree Neither agree or disagree

Disagree Fully Disagree

0%

5%

10%

15%

20%

25%

30%

35%

33%31%

2%

17% 17%

Satisfaction about the offering

Fully Agree Agree Neither agree or disagree

Disagree Fully Disagree

0%5%

10%15%20%25%30%35%40%45%50%

37%49%

7% 5% 2%

Evaluation of HP as a whole

Fully Agree Agree Neither agree or disagree

Disagree Fully Disagree

0%

5%

10%

15%

20%

25%

30%

35%

15%

35%

2%

27%21%

Impact of promotional tools

Fully Agree Agree Neither agree or disagree

Disagree Fully Disagree

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

41%38%

11%3% 7%

Recalling Advertisement of HP

Yes No0%

10%20%30%40%50%60%70%80%90%

100%89%

11%

Satisfaction level about the advertisement

Fully Satisfied Satisfied Neutral DissatisfiedFully Dissatisfied0%

10%

20%

30%

40%

50%

60%

51%

20% 15%5% 9%

Recalling Billboard Advertisement of HP

Yes No0%

10%20%30%40%50%60%70%80%90%

78%

22%

Satisfaction level about the billboard advertisement

Fully Satisfied Satisfied Neutral DissatisfiedFully Dissatisfied0%5%

10%15%20%25%30%35%40%45%

43%

28%

14%7% 8%

Recalling Leaflet Advertisement of HP

Yes No0%

10%20%30%40%50%60%70%80%

67%

33%

Satisfaction level about the leaflet advertisement

Fully Satisfied Satisfied Neutral DissatisfiedFully Dissatisfied0%5%

10%15%20%25%30%35%40%45%50%

50%

20% 19%10% 9%

Recalling In-house Branding of HP

Yes No0%

10%

20%

30%

40%

50%

60%

70%

80%

90%81%

19%

Satisfaction level about the In-house Branding

Fully Satisfied Satisfied Neutral Dissatisfied Fully Dissatisfied0%

10%

20%

30%

40%

50%

60%

55%

20% 15%4% 6%

Recalling Poster Advertisement of HP

Yes No0%

10%

20%

30%

40%

50%

60%

70%63%

37%

Satisfaction level about the poster advertisement

Fully Satisfied Satisfied Neutral DissatisfiedFully Dissatisfied0%

5%

10%

15%

20%

25%

30%

35%

35%

30%20%

6% 9%

Recalling Event of HP

Yes No0%

10%20%30%40%50%60%70%80%90% 85%

15%

Satisfaction level about the event

Fully Satisfied Satisfied Neutral Dissatisfied Fully Dissatisfied0%

10%

20%

30%

40%

50%

60%

53%

22%10% 8% 7%

Ranking promotional tools according to their positive impact on creating Brand

Awareness

Promotional Tools Total Score Average RankAdvertisement 351 3.51 3rd

Billboard 284 2.84 2nd

Leaflet 457 4.57 4th

Poster 632 6.32 6th

In-house Branding 196 1.96 1st

Event 523 5.23 5th

Sponsor 655 6.55 7th

Questionnaire AnalysisRegression Analysis

Research Framework

Independent variables: Advertisement Billboard Leaflet In-house branding Poster Event

Dependent Variable: Customer Awareness

Model Development

Customer Awareness = f (Advertisement, Billboard, Leaflet, In house branding, Poster and Event). Using the function a regression model can be estimated to find out the impact of the independent variables on customer awareness.

Y = α + β1X1 + β2X2 + β3X3 + β4X4 + β5X5 + β6X6

Where, Y = Customer AwarenessX1= AdvertisementX2= BillboardX3= LeafletX4= In-house brandingX5= PosterX6= Event

Thus the model is,

Customer Awareness = α + β1 Advertisement + β2 Billboard + β3 Leaflet + β4 In-house branding + β5 Poster + β6 Event

Development of Hypothesis

H0 : β1 = β2 = β3 = β4 = β5 = β6 = 0 (There is no significant impact of promotional tools on creating customer awareness)

H1 : There is significant impact of promotional tools on creating customer awareness

Predictors: (Constant), Advertisement, Billboard, Leaflet, In-house branding, Poster and Event

Dependent Variable: Customer Awareness

Source DF SS MS F PRegression 6 8.9041 1.4840 8.66 0.000Residual Error 93 15.9356 0.1714Total 99 24.8400

On the basis of the above table we observed that the value of F-statistic is 8.66 and its correspondence significant value is 0.000. So, we reject the null hypothesis considering 5% level of significance.

H0 = Null Hypothesis, H1 = Alternative HypothesisPredictor Coef SE Coef T PConstant 1.2197 0.8338 1.46 0.031Advertisement 0.07408 0.06829 1.08 0.028Billboard 0.17590 0.06620 2.66 0.009Leaflet 0.0466 0.1034 0.45 0.035In-house Branding 0.28244 0.06808 4.15 0.000Poster 0.0154 0.1095 0.14 0.889Event 0.1724 0.1006 1.71 0.048

Now we shall test the regression coefficients. On the basis of the value of t-statistics given in above table, it is observed that none of the regression coefficient is statistically insignificant considering 5% level of significance. Here, the promotional tool poster’s value is 0.889, so we cannot be sure about whether poster has any impact on creating customer awareness or not.

Thus the fitted model is

Y = 1.2197+ 0.07408X1 + 0.17590X2 + 0.0466X3 + 0.28244X4 + 0.0154X5 + 0.1724X6

 For this we can develop the following hypothesis:-H0 : Promotional tools have no impact on creating customer awareness H1 : Promotional tools have significant impact on creating customer

awareness

it can be observed that P value is <0.05, this means there is a little support for null hypothesis (no relation or impact). So, null hypothesis is rejected. So it is clear that there exists a significant impact or systematic relationship between the two variables.

  S = 0.4139 R Sq = 72.8% R Sq (adj) =

68.7%

From the regression analysis result it is found that the adjusted R Sq is 68.7%, which shows that the model is good enough to predict the relationship between dependent and independent variables.

Major Findings Those who know about the brand HP knows very well about the

brand. They are quite aware about the brand. From this analysis it can be predicted that, as they are fully confident about identifying the brand logo so they can be aware of the promotional tools of HP which can be helpful for further analysis.

Customers get information about the brand HP mainly from leaflets, posters and newspaper ads. Because the young generation is the main customers of computer products, they visit places to get latest information about computer products. Mainly they look for news about computer products and get attracted by latest offers.

There is a little support for null hypothesis (no relation or impact). So, null hypothesis is rejected. So it is clear that there exists a significant impact or systematic relationship between the two variables. From the regression analysis result it is found that the adjusted R Sq is 68.7%, which shows that the model is good enough to predict the relationship between dependent and independent variables.

Recommendation

Profitability Improvement in Promotional activities Strong Management Quick Learning from past mistakes Use distribution channel perfectly Give Training to employee

Conclusion

As there is impact of promotional tools on creating customer awareness, so Computer Source Ltd should focus more on promotions. As customers get information about the brand HP mainly from leaflets, posters and newspaper ads Computer Source Ltd should use these three promotional tools mainly to increase customer awareness.