Student choice of personal branded LAPTOP

EVULATION LOGO
SLOGAN :
DELIGHTING PEOPLE

PERSONAL LAPTOP FROM HP

OBJECTIVE

 Examine levels of segmentation, patterns of segmentation, and bases for

segmenting consumer markets and requirements for effective segmentation.
 Have knowledge about the branded Laptop companies.
 Study how the Laptop segments.
 Understand why the student prefer these brands
 Study the student buying behavior of laptops
LIMITATIONS

 As branded products (laptop segment) are available so the number of

customers who are aware of the products
 As the questionnaire is designed in such a way that I have to be present there
physically while the respondents fill the questionnaire. Limited time was
being given.
 All the respondents are student & youth
 Not much information about the company (branded laptop) was available
through secondary data.
 A student / youth segment sampling involving (x) student / youth was conducted across
the cities of Mumbai. The methodology used in studying and understanding the perceived
views of student / youth towards the product was ‘SAMPLING’
 EXECUTIVE SUMMARY.

The following project was undertaken to understand the choice / purchase pattern of branded personal
computer / laptops among the youth in Mumbai. The project starts with the introduction of the youth
market, its tastes ,preferences, changing habits’ etc. in the next part I have tried to explain why the
market is trying to target the youth in Mumbai, then I have tried explained the Big guns of the market
which include the International and Indian brands and the sales of these brands in India. I have also
tried to analyze the sales of these brands in Mumbai.

The latter half includes why do the youth prefer these brands by analyzing the questionnaire that was
sent out to a sample of (x) people.

Finally the project concludes by giving suggestions to the outcome of the survey and what can be done,
and how the industry is shaping up in the future.
 ACKNOWLEDGEMENT

I wish to express my profound gratitude to PROF. ============= for

his kind support and valuable guidance for the completion of this project. I also
express my sincere thanks to my principal and BMS Co-ordinator, who guided,
instructed and encouraged me.

I would also like to acknowledge the assistance and encouragement of

the various professionals and persons whom I visited for sharing their insight
and experience with me and also sincere thanks to my family and friends for
supporting me throughout the completion of this project.
index
 TOP BRANDED IN PERSONAL COMPUTER / LAPTOP

 Hewlett Packard
 HCL
 Lenovo
 Sony
 REVIEW OF LITERATURE
BRAND
“Brand creates VALUE for the Product.
It allows selling it with the premium.
It CREATES that relationship with the customers.”

The American Marketing Association (AMA) defines a Brand as a "name, term, sign, symbol or
design, or a combination of them intended to identify the goods and services of one seller or group of
sellers and to differentiate them from those of other sellers. Brand conveys six levels which help to
succeed in the market that is listed below:-
 Attributes
 Benefits
 Values
 Cultural
 Personality
 User
Brand is used by companies to gain maximum customer loyalty. A brand’s distinctive capabilities
are identified by customer based on their perceptions that have themselves been created by the
marketer over a period of time.

A collectively held idea of a company by its customers in reaction to the messages the company
sends via advertising, product design and public relations. For example, Nokia, Unilever, Apple is well
renowned brands. In technical speaking whenever a marketer creates a name logo symbol he or she has
created a brand.

BRAND MANAGEMENT

Brand management is the application of marketing techniques to a specific product, product

line, or brand. It seeks to increase the product's perceived value to the customer and thereby increase
brand franchise and brand equity. It may also enable the manufacturer to charge more for the product.
The value of the brand is determined by the amount of profit it generates for the manufacturer. It will
be helpful in increased sales and price or to reduced COGS (cost of goods sold), and reduced or more
efficient marketing investment.
Brand Managers often carry line-management accountability for a brand's P&L profitability in
contrast to marketing staff manager roles which are allocated budgets. Brand Management is often
viewed in organizations as a broader and more strategic role than Marketing alone. While forming a
brand company has to go through certain procedures:
 Establishing a set of Brand policies
 Identifying Brand promise
 Implement measurement of Brand equity

Brand management has undergone a lot of development in recent times. For example, HLL and
Proctor and Gamble these companies concentrate on particular set of brands. When a firm position a
brand by giving someone cultural, actual, and historical relevance, people start looking at the brand with
curiosity ensuring that the brand never loses its shine. Brand never bored the audience and will keep its
freshness for years together.

Brand management is necessary in all aspects of the brand that is:

 Developing the Brand
 Maintaining and Extending the Brand
 Protecting the Brand
BRAND MANAGEMENT ASPECTS:
 Brand Equity:
It is defined in terms of the marketing effects uniquely attributable to the brand. The brand
equity concept stresses the importance of the brand in marketing strategies. It is the combination of
assets and liabilities associated with a brand that enhances or depreciates the value of the brand. The
brand equity has five major determinates are awareness, quality perception, loyalty, patents,
trademark.
For example, Parle-G, the biscuits major which caters to the mass market, is hoping the brand
equity of biscuits in wheat flour (atta) market. Parle is selling atta under the same brand name as its
biscuits. Parle-G has launched the atta under the same name to gain advantage from the brand equity of
biscuits.
Brand equity refers to the marketing effects or outcomes that accrue to a product with its brand
name compared with those that would accrue if the same product did not have the brand name. And, at
the root of these marketing effects is consumers' knowledge. In other words, consumers' knowledge
about a brand makes consumers respond differently to the marketing of the brand. There are many
ways to measure a brand. Some measurements approaches are at the firm level, some at the product
level and still others are at the consumer level.
Examples,
a) Lux Soaps:
This brand has maintained its unique features as “beauty soap bar of the film’s stars”. This brand
is making good contribution in the marketing due to its popularity among consumers which is a result of
various factors such as attractive packages, quality, price, easy availability.
b) Goderej Storewel:
The company is popular among consumer even when many identical cupboards and competitors
in the market.
Brand equity is the incremental value of business over and above physical assets resulted from bringing
together various elements such as brand name, packaging, advertisement, pricing and so on.

 Brand positioning:-
It is the act of designing companies the company’s offer so that it occupies a distinct and valued
place in the minds of customer.
Brand positioning is a part of brand identity and value proposition that is to be actively
communicated to the target audience and demonstrate an advantage over competing brands.

POSITIONING STRATEGY:
1. Positioning by price and quality:
Good quality costs little more. The consumer selects the product at different level of price, offering
different quality and decided which is more suitable. For example, this strategy commonly used in
construction industry.

2. Positioning by user category:

The product is associated with the specific user class of people. Famous personalities are used to
influences the consumers.
3. Positioning by Product class:
Some advertisers use class associations which are seen substitute to satisfy needs of the customer. For
example, Cadbury dairy milk came with the chocolate box as a gift.

4. Positioning by benefit:
Position on the basis of special benefit. For example, Maggi two minute noodles position itself with
“Two minute positioning”, “Fast to cook good to eat”.

 Brand Sponsorship:
It is form of publicity, which is done by supporting and linking the organization name with a
particular event most commonly, sporting events or an activity that
involves a large public gathering. Sponsorship of major events it’s a great
opportunity for companies to gain publicity.
The company should be cleared about the benefit it is trying to
derive out of sponsoring a particular event. First, creating awareness of
the brand during the event and developing association and relationship
with the brand. Second, from the option available the firm should choose the event that will help to
achieve its sponsoring objective. Third, brand easily gets associated with the event. Fourth, it is better to
have long term relationship with the event rather the sponsor a new event every time.
For examples, 'Coca-Cola' is one of the top global sponsors of sport. The rationale for
sponsoring international and local sporting events is that it is "a natural fit". By matching the brand with
world standard events 'Coca-Cola' benefits from the exposure and the associations made between it and
the event being sponsored. Equally by ensuring that local events are sponsored the brand is exposed
exclusively to a local market and will thus be seen as a local brand. 'Coca-Cola' meets its sponsorship
objectives:
 To connect with teens in an interesting and fun way.
 To create unforgettable teen moments linked to 'Coca-Cola'.
 To communicate the dynamic and leading attributes of the brand.
 To be seen as a national sponsor at a local level and global sponsor on an international level.

 Brand Leverage:
When marketers leverage on brand equity by using the existing brand name for new products, it
can be termed as Brand leverage. Marketers resort to this method so that consumers will perceive the
new brand as having some of the characteristics of the existing brand. For example, Lux used its brand
name to move into the liquid soap and shampoo market. Godrej Fairglow soap brand was extended to
its fairness cream.

For example, the manufacturer of Mr. Coffee, coffee makers used its brand name
strength to launch Mr. Coffee brand coffee. While coffee machines and coffee beans are in
different product categories, there is a strong enough correlation between the two items that the
brand name has a powerful impact on consumers of both categories.

Brand leveraging communicates valuable product information to consumers about new

products. Consumers enter retail outlets equipped with pre-existing knowledge of a brand’s level
of quality and consistently relate this knowledge to new products carrying the familiar brand.
Generally, consumers maintain a consistent brand perception until disappointed – creating a
risky advantage for established brands. Additional advantages of brand leveraging include:

 More products mean greater shelf space for the brand and more opportunities to make a sale.

 The cost of introducing a brand leveraged product is less than introducing an independently new
product due to a much smaller investment in brand development and advertising designed to gain
brand recognition.

 A full line permits coordination of product offerings, such as bagels and cream cheese, potato
chips and ranch dip, peanut butter and jelly, etc.

 A greater number of products increase efficiency of manufacturing facilities and raw materials.
 A brand leveraging strategy will not work in every situation. A brand leveraging strategy can be
extremely successful and profitable if it is correctly implemented and provides new products with the
right image. There are important questions that should be considered in order to make the best decision
for your brand:
 Does the new product fit into the established product family?

 Does the brand have attributes or features that easily and effectively carry into new categories?

 Is the brand name strengthened or diluted by representing two (or more) differentiated
products?

 Does your company have facilities necessary to manufacture and distribute a new and
differentiated product?

 Will sales of the new product cover the cost of product development and marketing?

 Brand Personality:
Two elements thus affect an individual's relationship with a brand. First, there is the
relationship between the brand-as-person and the customer, which is analogous to the
relationship between two people. Second, there is the brand personality--that is, the type of
person the brand represents. The brand personality provides depth, feelings and liking to the
relationship. Of course, a brand-customer relationship can also be based on a functional benefit,
just as two people can have a strictly business relationship.
It is the description of a brand in the terms human characteristics. Effective personality of
a brand to its prospective customers in an idealized sense, It tends to create an identity of a brand
with the person. It plays the role of a differentiator. It create link between brand and customer. It
is also called AIDA (Attention, Interest, Desire, Action) it is a strategic weapon in a cluttered
marketplace. Advantages of brand personality:
 It creates favorable brand image of a product.
 It helps the advertiser to face brand wars and market competition effectively.
 It acts as positive selling points.
 It facilitates psychological satisfaction in specific segment.
 It facilitates selection of an appropriate advertising media.
For example,
Apple : Intelligent, Creative,
IBM : Confident, Expert, Advisor
 Disney : family fun entertainment
Google : simplicity

Some famous Brand personalities

 Pepsi:
Pepsi built youth, spontaneity and irreverence as key elements of the brand personality. Sachin
was shown smashing a windscreen and Azhar swiping a Pepsi. Coke has still a define a personality for
itself.

 MRF Tyres:
Up market, sporty, powerful.

Cellular Phone Personality:

 Nokia:-
The charming European. A widely travelled global citizen, with a sense of humor. Practical
technology. Likes to interact with the people, and explore what they expect, and fulfill those
expectations.

 Motorola:-
The live-wire America executives. Powerful as well as resourceful. He believes in hard sell.
Command over technology.

 Brand Identity:
Brand Identity is the unique set of brand associations that the brand strategist aspires to create
or maintain. These associations represent what the brand stands for and imply a promise to customers
for the organization members.
It is much more comprehensive than brand positioning which communicate to the consumer
relevant value to the brand to distinguish from competitor’s brand.
Brand Identity For Close Up Tooth Paste:
Core Identity : Oral freshness which allows young people to come closer to each other
Extended Identity : quality products from Lever
Value Proposition : It is a sweet gel, having bright colors. It is only cleanness but freshness the
mouth

Brand Identity For Nycil:

Core Identity : A powder which takes care of prickly heat in summer
Extended Identity : It is a sweat fighter. It is life style products.
Value Proposition : Relief from prickly heat in tropical climate and summer. Make life
comfortable.

BRAND IDENTITY
Perspective Dimension Remarks
 Quality Quality price relationship is kept in mind
Brand as product
 Users Johnson and Johnson are for babies.
Tata Stands for quality. Such an association is more
Organization Organization attributes
enduring than one based on product attributes
 visuals imagery Coca cola’s classic bottle
Kodak and Yellow pages
Symbol  Metaphor
The journey in palace on wheels, the coaches of which
 Heritage are the saloons of former Maharajas.

 Brand Loyalty:
It can be considered as conscious or unconscious decision of consumers that is reflected in his
expressed intent or behavior to purchase and repurchase it on a continuous basis. Consumer loyalty
towards a brand can be attributed to his perception about the brand that it provides the right mix of
features and quality. Behavioral scientists argue that brand loyalty occurs because of reinforcement.
Cognitive scientist states that brand loyalty is a problem solving behavior. It is aspects of marketers.
Brand loyalty has been proclaimed by some to be the ultimate goal of marketing. In
marketing, brand loyalty consists of a consumer's commitment to repurchase the brand and can
be demonstrated by repeated buying of a product or service or other positive behaviors such as
word of mouth advocacy. True brand loyalty implies that the consumer is willing, at least on
occasion, to put aside their own desires in the interest of the brand.
Brand loyalty is more than simple repurchasing, however. Customers may repurchase a
brand due to situational constraints, a lack of viable alternatives, or out of convenience. Such
loyalty is referred to as "spurious loyalty". True brand loyalty exists when customers have a high
relative attitude toward the brand which is then exhibited through repurchase behavior. This type
of loyalty can be a great asset to the firm: customers are willing to pay higher prices, they may
cost less to serve, and can bring new customers to the firm.
 For example, if Joe has brand loyalty to Company A he will purchase Company A's
products even if Company B's are cheaper and/or of a higher quality. Philip Kotler, again,
defines four patterns of behavior:

Hard Core Loyal: who buy the brand all the time
Soft Core Loyal: loyal to two or three brands
Shifting Loyal: moving from one brand to another
Switchers: with no loyalty they are switching their brand constantly

 BRAND IMAGE:
A unique set of associations in the minds of customers concerning what a brand stands for and
the implied promises the brand makes. The sum of all tangible & intangible traits. It represents all
internal & external characteristics. It's anything & everything that influences how brand or a company is
perceived by its target constituencies. It is the best, single marketable investment a company can make,
Ideas, beliefs, values, culture, name, symbol, packaging, advertising, sales materials.
For example, when you listen to the song of U and I and when you see the red color you
remember the brand Vodafone. That’s the brand image created by Vodafone on their customer.

Brand image: The image of a good or service which is formed in the customer’s mind
Company image: The valued customers, potential customers, lost customers and other groups of
people connect with the organization

The Importance of Image:

1. Image communicates expectations
2. Image is a filter influencing perceptions of the performance of the firm
3. Image is a function of expectations and experiences
4. Image has an internal impact on employees

Research on image built through endorsement of celebrities show that there are three aspects
that influence a consumer’s attitude of a brand. These are:
 Attractiveness
 Trustworthiness
 Expertise

Factors affecting Brand Image:

I. Contents of Advertisement:
 The quality of contents i.e. headlines, the color combination, words can give indented image to the
brand.

For example, if cheap humor is used in the ad, the brand may get cheap image.

II. Media used:

The quality of media or programmes aponsors also affects the brand image. For example, Reid and
Taylor advertised in business.

III. Price:
The price factor can generate image for the brands. For example, the premium pricing for Toyota has
developed a rich image not only for company but for brand.
IV. Packaging:
The package must be properly designed in order to give a rich image to the brand as package is the face
of the product.

V. Distribution:
The type of distribution by a company may affect the image of the brand. For example, companies enjoy
goodwill in the market can generate favorable image for their brands.
 BRAND TYPES

 Premium: Cost more than other product in the category

 Economic: Targeted to high price elasticity market segment.

 Manufacturing: It is directly manufactured by manufacturers who have invested heavily on

building them.
For example, Surf, Rin, Lux, Colgate.

 Generic brand: It is consumer products (often supermarket goods) are distinguished by

the absence of a brand name. Generics brands are usually priced below those products sold
by supermarkets under their own brand (frequently referred to as "store brands" or "own
brands"). Generally they imitate these more expensive brands, competing on price.
For example, Rice, wheat, Doormats, paper napkins.
 BRAND STRATEGY
Branding in essence is effective brand strategy. It's the application of sound research into brand
communications, analytical techniques, and the development of an improved strategy for your brand.
Strategy is all about brand positioning. It identifies the key elements of product brand and develops a
branding action plan to implement it.

 LINE EXTENSION:
In this strategy company introduces additional item in the same product category in the same
brand name. This item may be different in size, packaging, color and so on. It is available through
different specific mix of trade channels e.g. lower end products are available at general stores and
higher end products.
It offers a variety of products to the customer. Line extensions can be innovative. It also allows
company to command more shelf-space at the retail level. Line extensions work only if the sales are
taken away from the competitors.
For example, Coke in India means 300 ml. bottles it extended to 500 ml. and 1 ltr. Then can have
introduced.
 Godrej had face cream with the name Fair glow fairness cream and came out with the fair glow
toilet soap to cater the people who wished to use soap bar rather than cream.

 BRAND EXTENSION:
Extending brand name is extended to a product being launched in a new product category. If
new product is not satisfactory in performance, it might affect the reputation of the company’s other
products. Most of the times, brand name may not be appropriate for the new product category. Brand
extension advisable to see how the associations of the parent brand are consistent with the extended
brand.
For example, Bajaj is a brand name in the field of Scooters. The company used the same brand name for
Electronics appliances, Motor cycles, Tempos.

1. Extending The Brand: Colgate is available in both toothpaste and toothpowder. Similarly Vim
bar extended to the powder.

2. Product Line Extension: Additional product is added under same brand name. For example, HLL
extended its Flora brand of Sunflower oil to the gingelly oil segment of the edible oil category.

3. Reaching Out To A New Category: When the brand has potential of providing benefit in another
category either through chosen brand name or through its wide acceptance in a category, this form
of extension is followed.

 BRAND RELAUNCH:-
It is the process of launching the brand after certain time gap. Companies try to acquire a brand
from other companies and relaunch it with necessary modification. For example, Glaxosmithline
acquired Viva a Maltova from Jagatjit industries in 2000, but could not secure the expected benefit. HLL
acquired Kwality ice cream in the mid- nineties it as Kwality Walls.

 MULTIBRANDS:-
This kind of strategy is employed to saturate the market. Additional brands are introduced to
cater to the different segment. Multibrands strategy may not allow company to focus on company’s
resources. Because of this profitability get affected. Competitors brand get affected by the product and
sometime own brand also get affected.
 For example, P&G’s tide is for solied clothes and dreft is for gentle clothes. P&G products nine different
brands of detergent.
Coco- Cola came with Thumps Up, Gold spot, Limca brands.

 NEW BRAND NAME:

To make brand name more appropriate, a company puts a new brand name when it enters a
new product category. A new brand again has to be built up, and this is quite expensive. It should be
considered whether the sales and profit estimated from the new brand. For example, Manikchand
entered the mineral water segment with the brand name Oxyrich. Using same brand hamper the sale of
mineral water. When Manikchand atta were launched, it did not succeed in the market.

COMPONENTS OF BRAND MANAGEMENT:

 Brand Awareness:
Brand awareness is the starting point in the development of brand equity. It represents the
consumer's ability to recall a brand name when given a product category (Aaker,
1991). For example, when a person is asked to name a brand of basketball shoes,
they are more likely to mention Nike, Reebok, Converse or Adidas than they are
to name LA Gear or Spalding.
According to Keller (1998), brand awareness is important to brand
strategy for two reasons. First, awareness of the brand ensures the brand enters
the consumer's consideration set when looking to make a purchase. Second,
brand awareness can affect choices within the consideration set. If one brand has a larger presence
through advertising, it may be considered more favorably. Third, awareness can impact the
development and salience of associations with the brand.
For example, when anyone says, about Computer Company you remember about IBM. When
anyone says, about detergent u remember popular brand like Tide, Surf, Ariel and so on.

 Perceiver Quality:-
Perceived quality represents a consumer's judgments of a product's overall excellence relative
to its intended purpose. For example, given its rich heritage with the sport of football Adidas is
commonly perceived to produce a high-quality football shoes. Because it has been shown to drive
financial performance (return-on-investment), perceived quality is often the focal point of corporate
strategy. Besides the actual make-up of the product, pricing strategies may impact a consumer's
perception of quality. Therefore, in athletic footwear, as in many other industries, higher price may
connote higher quality.

 Slogan:
 For example, Maggi noodles, it positioned their products as
healthy fast food with the slogan 2 minute noodles. Slogan based on 2
minutes it help mother with promise of ‘food to cook and great to eat’.
This slogan specifies u can prepare food within 2 minute and it will not
harm to your health.

 Brand association:
It is associate brand with certain tangible and intangible attributes, a celebrity endorser or a
visual symbol. Most of this association are derived from brand identity and brand image. Each
organization has to carve a brand identity and develop it further to build strong brands.

 Logo and symbol:

Along with the brand name, companies also use a logo for visual identification. A logo is
pictorial symbol indented to communicate with the consumers. Flags, pictures, graphical designs and
alphabets are all used as logos. It is the piece of creativity. Logo is a relatively permanent entity for a
company.
For example, logo of the Aditya Birla group of companies in India is a Rising Sun. according to
the company, the logo represent the company’s outlook, which is positive thinking and also a stress on
values such as interity, quality, and performances.

 Characters:
Brand characters typically are introduced through advertising and can play a central role in
these and subsequent ad campaigns. Brand characters come in many different forms. Some brand
characters are animated where as others are live-action figures. Consequently brand characters can be
quite useful for creating brand awareness. Characters often must be updated over time so that their
image and personality remains relevant to the target market.
For example, An Asian paint is another that has created a wining logo. When you look for Asian
paints, you catch sight of Gattu- the impish little boy with a paintbrush in one hand a dripping can of
paints in the other. In many towns of North India, buyer asks for Asian Paints, by asking for the “bacha
chaap paint”.
 Student = Youth their life style
THE INDIAN YOUTH

The ‘2001 Census’ and several other research studies points to the emergence of a
youth market in India. The contemporary Indian youth has grown up in more financially secure
times and in far more educated families than his/her counterpart of 1970’s. Even the parents
today are far more tolerant of the eccentricities of the young person in their family. This
phenomenon is not just restricted to the urban families; rather it’s a rural phenomenon too.
However, it is more pronounced in urban upper middle class India, where the parents do not
mind their young daughters dreaming of beauty titles and preparing for it, or young boys
sporting earrings and ponytails. The values of today’s Indian youth are fast changing, as
reflected by the Bacardi’s by line “Be what you wanna be”. The youth market is more
experimentative in purchasing clothes, trying new gadgets, eating out and even career
choices.

The trouble with the youth market is that here taste changes faster with fads
overnight. Hence for a firm targeting the youth market, remaining relevant and
contemporary is the biggest challenge. This is best reflected by two television channels,
Channel V and MTV, targeted on the youth market.

E.g .:- Channel V was launched as a young western music channel but it was soon
overtaken by MTV which reflected the Indian youth’s tastes better. It introduced the Hinglish
language which was used in common conversation. By this way by connecting to the Youth in
their own way MTV won the competition with Channel V and thus setup a market for them.

India is a young country with 11 crore people in the age group of 15-19 years. Another
10 crore are in the 20-24 year age group, whilst a whopping 72 per cent of our massive
population is below the age of 35.
 So, the obvious inference is that a marketer ignores this huge potential at ones own
peril. But neither can we ignore the nuances of this not so homogeneous mass and its
preferences. The world over, marketers are grappling with the tremendous challenge and
opportunity that is simultaneously being provided by this generation. Automakers in the
West, for example, are targeting youth aggressively. What should we do here in India to
harness the enormous potential of youth? What works and what doesn't?

Perhaps the first thing that needs to be said is that the generation is no longer the
homogeneous market of the seventies and the early eighties. MTV in its latest youth study,
‘MTV Tuning Into The Youth Survey’ cleaves the youth into six segments:

Cultural Misfit

Style Bhai

Middle-class Manju

Main Bhi NRI

Rich Brat

Nerdy Nandu
 The above chart represents the percentage of each segment that has been evaluated
by MTV.

Cultural Misfit

 Along the way they have lost idealism.

 Feel like they can’t change things for the betterment so they’d like a change
for the better.
 Feel they have to adapt to the system and cannot express dissent.

…and their families

 More likely to be bored at family functions.
 Less guilty about placing an aged parent in old-age home.
 Less willing to do housework.
 Feel parents are against their dress code.

…and their friends

 More disposed than others to hang out at friend’s place.

 More likely to ask for friend’s advice on branded clothes.
 More comfortable with same- sex friends.
 …and their behaviour

 More likely to feel they are under pressure.

 Favour cohabitation before marriage.
 Marriage is constricting.
 More capitalist than socialist.

Style Bhai

 Very concerned about their appearances.

 Spend more time outside home partying.
 Still have some conservative values.

…and themselves

 More likely to agree that they have a good physique.

 Want a body like supermodels.
 More likely to wear figure-hugging clothing.
 Say they do their own thing and follow the crowd.
 Agree that men should go to parlours for personal grooming.

…and the world around them

 More likely to claim to be content with themselves.

 More likely to have self-confidence in friends.
 Likely to be confused by the pace of change in the world.
 Like the feeling of speed.

Middle-class Manju

 Girls who spend most of their time at home with their families.
 Cooking, visiting places of worship, TV.
 Conservative values but liberal in some ways – atti tudes to sex are opposite to
others.

…and their sexuality

 More likely to believe in no sex before marriage.

 Less likely to accept sex as part of a serious relationship.
 Less likely to feel the necessity to be in relationship.
 Less likely to feel that girls should show a little cleavage.

…and their values

 Disagree that choice of career is driven by money.

 Feel friendship should be with people of similar social class.
 More likely to speak their minds than be diplomatic.

…and their opinions

 More likely to agree that they are closer to friends than family
 Disagree that it’s not cool to do housework.
 Less likely to feel they need to be rich to dress well.
 Less likely to claim they want a supermodel body.
 Less likely to feel they are the first to buy a new trend.

Main bhi NRI

 Predominantly young, these are the trendsetters.

 Derive their affi rmation of self-worth from their peers.
 Likely to experiment with trends-constant need for novelty (fear of boredom).

…and what turns them on

 More likely to prefer alcohol with friends.

 More likely to choose multiple-relationships.
 Prefer watching Friends to Jassi.
 Feel that parents would be shocked as to things they do.

…and what turns them off

 Watching music channels.

 Small cell phones/faded jeans/synthetic shirts and pants.
Rich Brat

 Hold the opposite values from what their parents have.

 Sometimes even opposite to their peers.
 Want to escape home-the locality, the values, the restrictions.

…and what they stand for

 More likely to take risks.

 Hang out with friends at shopping malls and coffee shops.
 In favor of legalizing abortion.
 Choose lounge music.
 Cannot be sensitive to how other feel-just be yourself.

…and what they are against

 Less likely to have traditional marriage.

 Those who get AIDS through sex deserve what they get.
 Claim they wear what suits them regardless of fashion.
 Most likely to disagree that TV is the ultimate entertainment.

Nerdy Nandu

 Time constrained, watching TV is their favourite way of spending time.

 Tend to be behind the trend-almost clueless about what’s ‘in’.
 Are working hard to be successful-focused on climbing the ladder.

…and what they stand for

 Study only to get a good job.

 Claim they feel most relaxed when watching TV.
 Reserve Indian outfits for festival wear.
 Prefer shirts to t-shirts.
 Agree that Hindi pop music does not suit their image.

…and what they are against

 Less likely to feel that having boyfriend/girlfriend is cool.

 Less likely to feel that having a candlelit dinner is cool.
 Least likely to advocate legal recognition for gay and lesbians.
 Less likely to want be on their away from family.
 Less likely to feel they have more stylish clothes than their friends.
 Less tolerant of watching strippers.
 Less likely to carry a small party purse or have streaked hair.

Youth seem to come in all shapes, sizes and, if one may add, atti tudes. So before one
markets to the youth, or anyone for that matter, one must need to understand what makes
them tick. “You must walk with them in your shoes, not walk on them in your shoes” , is sage
advice on how to deal with youth.
 Blame It On The Times

The most important need of the hour is research and understanding of youth. Studies
such as the MTV research are important beginnings. It’s also important to remember that
youth see life differently, it in raw terms. Raw is right. For starters, the MTV research says
that they don’t mind putti ng their parents in an old age home! Is India Listening?

The Latchkey Generation

One important thing to remember is that parents are delegating (or is it abdicating)
more and more of their decision-making to their children, who are growing more in
confidence and pocket money at the same time. As a sheepish parent said, the pocket money
is certainly growing faster than the inflation.

Clearly youth is growing in importance and we are not merely talking economics here.
There is also a significant shift in the growing-up pattern of today’s kids, which affects their
development and their subsequent behavior. Many urban kids in India are growing up in
households where both mom and dad are working. They let themselves into empty
apartments with latchkeys. They are confident, albeit, a bit lonely & they tend to be a lot
more inward looking.

They belong to Metopia which seems merely to reaffi rm their individual importance.
They want to make their own choices, and be treated as intelligent.
They want to feel that their opinions count. And the signal to the communicators is fairly
obvious. Appeal to the individual; don’t aim at the lowest common denominator. The Net
seems a great opportunity. And maybe this generation will buy more from the Net than we
ever would.
 Be quick. Be friendly. Be gone.

Many elder people tend to lecture, guess it comes with the territory, if not with the
age. And yet, one needs to be reticent. Just observe the expression on a teenagers face when
a parent lectures him or invites him/her to observe him when you rave and rant. That will give
an important pointer. Lecture only if you wish to lose your audience. Treat young audience
with respect and intelligence.

And as equals! It’s so easy to sound authoritarian or judgmental. (And so boring in the
bargain). Another important fact to be borne in mind whilst communicating with youth is to
remember that their attention span seems to extend to nanoseconds. This makes
communicating with them all the more challenging.

And as Janet Kestia, Creative Director, Ogilvy and Mather, says, ‘ they have a great
bullshit meter, and they are very critical of advertising. I am not sure if our youth is as critical
or as cynical towards advertising. And yet, I am quite sure that we shouldn’t communicate in
stereotypes while talking to teens.’

And whilst we are on the subject of communication, let’s not forget that word of
mouth is perhaps the strongest endorsement for many products and services for young
people. In a study conducted in Canada amongst students 40.2 per cent of the students polled
said they trusted word-of-mouth over all other forms of advertising. Sounds familiar?
 Wear Your Attitude

What distinguishes the youth of this generation is the fact that they wish to belong
and don’t wish to stand out overtly from the crowd. They exhibit a strong need to be accepted
by their peers and need parental approval of their choices. India is one of the few countries
where you can see 16-year-old sons coming into jeans stores accompanied by their mothers!

They also have a strong need to be taken seriously by adults. If you treat the young
with less than the seriousness they deserve, then you are failing both as a parent and as a
marketer. (There is the adult in me, surfacing judgmental as ever!) And yet, winds of change
are blowing too.

“Don’t go out of the way to be accepted; if people don’t accept you for who you are,
they are not worth the trouble”. Is the New Mantra.

Troubling as these words may seem to conservative parents and marketers, they still
can’t be ignored. Yes, youth is changing. By the day. Catch 'em young

One of the very advantages of youth, you don’t own any stock in anything. You have a
good time and all the grief and trouble is with the other fellows. The other fellows who could
easily come to grief if they don’t recognize the opportunities that the youth market presents.
The youth represents a growing market.

Today's niche can become tomorrow’s mainstream. And savvy marketers who catch
them young and hold on to them despite their idiosyncrasies will reap enormous benefits .
Imagine the lifetime value of a kid who opens a bank account at the age of 18 and stays with
your bank for the next 50 years! As Lisa DInnocenzo, News Editor, Strategy, the Canadian
marketing report, says, ‘The belief is that if a brand can successfully seduce young consumers,
it can forge a lifetime relationship with them. Just get them before your competitor does!’

YOUTH segments

The youth segment can be divided into two age groups:

 Children aged approx. 6-12 years and

 Teens aged approx. 13-17 years.

What do they generally like?

While youth are not heavy readers of newspapers, they read magazines with editorial
designed for youth interests. Bombay Times is widely read by the youth and so are the
horoscope and the entertainment section. Young females enjoy reading " advice" mags with
articles on relationships, health, beauty, boyfriends and parents.

Young males enjoy action/ adventure and gaming. Males also enjoy magazines
featuring aspirational products such as fast cars. Magazines focusing on entertainment, TV
and film tend to draw readers from both genders.

WHY IS THE YOUTH SEGMENT SO IMPORTANT?

 Forecast Asia India details the expected future demographic and socio-economic profile of
this, one of the largest and fastest growing populations in Asia. In doing so, it assists
Marketing Managers to evaluate the opportunities that may exist in this country in the next
decade and when to take advantage of them.

Highlights include

India with its large population and significant bias to the younger age groups has the
largest child and youth market in the world. In 2000 there are 340 million under the age of
15 years and is projected to increase to 335 million by 2020. This compares with the next
largest such market (China) where the numbers are 298 million and 242 million respectively.

The young householder (that is persons aged 25 to 39 years) is important as it is the largest of
the adult age segments at 22.7% and is projected to remain so through to 2020. In addition it is the
best educated of the adult age groups and, they are more confident and experimental consumers.
Finally, it is growing at 1.5% per annum for the next 20 years. The consumers’ increased ability to be
‘informed’ results in their being willing to experiment with their options & innovators would
rise.
Laptop vs. Desktop
World of Lenovo
Lenovo. New World, New Thinking.Lenovo strives to be a new world company that makes award-
winning PCs for our customers. We operate as a company uninhibited by walls or organizational
structures using worldsourcing to harness the power of innovation across our global team. We design
innovative and exciting products and services to meet our customers' needs.
Our mission
Lenovo strives to be a new world company that makes award-winning PCs for our customers. We
operate as a company uninhibited by walls or organizational structures using worldsourcing to harness
the power of innovation across our global team. We design innovative and exciting products and
services to meet our customers’ needs. A new world company
Lenovo, a new kind of PC company, defies geographic and organizational boundaries on a global scale:

 We develop, produce, and deliver our products across 6 continents

 Our global company has no single corporate headquarters
 Our American CEO is based in Singapore
 Our Chinese Chairman works from North Carolina

Our Competitive Spirit Lenovo’s thirst for excellence extends from our products to our sponsorships.
Lenovo is proud to show the world we value the spirit and ideals of competitive sports as a sponsor
partner of Vodafone McLaren Mercedes Formula One Racing.

Worldsourcing
Worldsourcing is Lenovo’s answer to globalization. Our strategy unleashes the power of innovation
across our global team. Worldsourcing dramatically differs from outsourcing, the original globalization
model. With outsourcing, developed markets manage innovation, marketing, and general
management, while low-cost emerging markets manage raw materials, labor, and manufacturing.
Worldsourcing means resources, opportunities, and ideas can be found everywhere around the world.

We locate hubs of excellence where they create the most value. Our hubs enable us to solve
customers’ needs with outstanding products. We can then deliver these products expediently and
efficiently thanks to our supply chain and logistics.

How Lenovo practices worldsourcing

Lenovo’s “innovation triangle” is a strategy and structure which enables innovation to deliver
real results.

Lenovo believes Worldsourcing fuels innovation, resulting in award-winning PCs for our
customers. Lenovo’s Thinkpad brand remains at the heart of this business model. Let’s look at
how it works:

 ThinkPad customer research and product planning happens in the US

 Market-leading notebook hardware designs come from Yamato, Japan
 The team in China builds and tests ThinkPad products
 Finally, we ship ThinkPads to every region of the world

Solving real customer challenges

For our Think line of products, we focus our R&D efforts on solving challenges companies face:
managing their PC population efficiently, realizing a low total cost of PC ownership, and
protecting valuable data from theft and damage. For our Idea line of products, we focus on
individual and small business customer needs such as superior audio experience, personal data
protection, and a entertainment environment.

Lenovo translates this market knowledge into these innovative product features in our Think
line:

 Design features, like the spill-resistant keyboards with a liquid drain hole, protect
ThinkPads from accidental spills
 Reliability features like magnesium roll-cage technology and one-button system recovery
on our ThinkPad notebooks ensure data protection.
 Productivity features like the ThinkVantage Productivity Center simplify daily tasks such
as wireless connectivity, driver upgrades, and password protection.
 Energy-efficient “green” systems meet EPEAT Gold and EnergyStar 4.0 standards.
 Security features like chassis intrusion detection, fingerprint reader login, embedded
security chip, and USB enable/disable switches to protect data and assets from theft or
damage.
  Cutting edge personal data protection withVeriFace™ face recognition software and
integrated camera.
 Dolby© Home Theater™ premium audio system offering theater-like sound.
 An elegantly designed, centralized Multimedia Control Center for simplified control of
media functions.

In today’s economy, Lenovo believes customers judge companies solely by the level of value
they deliver to customers worldwide. Therefore, Lenovo promises customers and partners to
deliver award-winning PCs with an unequalled ownership experience.

The 36p0 Marketing Strategies’

This to be seen as one of the best ad campaign
Lenovo ropes in Saif Ali Khan as brand
ambassador
Lenovo, the technology major has roped in Saif Ali Khan as its brand ambassador. Khan, after a
spate of recent successes with movies like Salaam Namaste and Parineeta, is being considered
hot property in the film industry and the endorsement market. Saif Ali Khan is also the brand
ambassador of Colgate.

The $13-billion Lenovo made its entry into the Indian market in May 2005. In order to get closer
to its customers, Lenovo has sought to adopt a different marketing approach which has seen it
becoming part of a popular gameshow like Kaun Banega Crorepati, a relatively low cost but high
impact strategy.

Lenovo's two main product lines are ThinkPad notebooks and ThinkCentre desktops. The
company is planning to enter the consumer segment shortly with a significantly different
approach. Bringing a brand ambassador on board is being touted as one of the options that is
being mulled, especially in view of the improved brand appeal after its participation in the game
show.
Sony YOUTH SEGMENT PRODUCTS
 One of the
most recognized brand names in the world today, Sony Corporation, Japan, established its India
operations in November 1994, focusing on the sales and marketing of Sony products in the
country. In a span of 15 years Sony India has exemplified the quest for excellence in the world of
digital lifestyle becoming the country’s foremost consumer electronics brand. With relentless
commitment to quality, consistent dedication to customer satisfaction and unparalleled standards
of service, Sony India is recognized as a benchmark for new age technology, superior quality,
digital concepts and personalized service that has ensured loyal customers and nationwide
acclaim in the industry.

With brands names such as BRAVIA, BRAVIA Theatre, Cyber-shot‚ Handycam®, VAIO,
Walkman®, Xplod, Memory Stick™‚ PlayStation®. Sony has established it self as a value
leader across its various product categories of Audio/Visual Entertainment products, Information
and Communications‚ Recording Media, Business and Professional products.

In India, Sony has its footprint across all major towns and cities through a distribution network
comprising of over 5000 dealers and distributors, 240 exclusive Sony outlets and 19 direct
branch locations. Manned by customer friendly and informed sales persons, Sony’s exclusive
stores ‘Sony Center’ are fast becoming the most visible face of the company in India.

Sony India also has a strong service presence across the country with 20 company owned and
190 authorized service centers and 16 exclusive demonstration centers. A distinctive feature of
Sony’s service is its highly motivated and well-trained staff that provides the kind of attentive
and sensitive service that is rare today.

Sony is committed to ensuring that both the products and the marketing activities employed truly
make a difference to people’s lifestyles and offer them new dimensions of enjoyment.

ABOUT

Sony’s humble beginning started in Japan in 1946 from the sheer determination and hard work of
two bright and enterprising young men. Both Masaru Ibuka and Akio Morita joined hands in
making their dream of a successful global company a reality. Learn more about who we are and
what we do in this section.

Sony's Story
It was in 1946 that Masaru Ibuka and Akio Morita together with a small team of passionate and
committed group of employees started to build “Tokyo Tsushin Kenkyujo” (Totsuko), or “Tokyo
Telecommunications Research Institute” to the billion dollar global conglomerate that it is today.
Company Outline
Sony Corporation, Japan, established its India operations in November 1994, focusing on the
sales and marketing of Sony products in the country.
Location
Sony has expanded its operations in 21 Branches for Sales & Marketing to provide services all
over India. Its expected to grow further in near future.

fiscal 2010, a top official said here Tuesday.

“We are targeting to capture 20 percent share of the consumer notebook market by fiscal 2010,”
said company managing director Masaru Tamagawa.

“We plan to do this by introducing unique products with cutting edge technology, expanding our
distribution channels across the country and investing more in marketing,” Tamagawa said at a
press conference.

Sony India, which currently has a market share of 15 percent in the notebook segment, Tuesday
launched three new laptop models - ultra slim VAIO X, colour coordinated VAIO CW and a new
netbook VAIO W.

According to Tamagawa, VAIO X, which weigh 655 grams and is half inch wide, is “much
lighter and thinner than Apple’s Macbook Air”, considered the slimmest laptop available.

The company is planning to invest Rs.15 crore (Rs.150 million) on marketing its new laptops,
and engaged Bollywood actress Kareena Kapoor to endorse VAIO X.
“We have roped in Kareena for this slim and lightweight product because she is famous as being
size zero. Besides, we will be marketing our new products heavily through mediums like print,
cinema, radio, outdoor and online,” said Tamagawa.

This apart, Sony is also planning to increase sales counters by 100 percent by 2010.

“In fiscal 2008, Sony had 500 sale counters but we plan to double it to 1,000 by fiscal 2010. We
are also looking at increasing exclusive VAIO counters to 20 across India,” he added.

Bollywood diva Kareena Kapoor, who imported the size zero fad in the country, says she is
proud to be the “Indian size zero”, which means being really slim.

“I think in India, size zero means being slim. Every girl wants to be really slim and I think I am
quite slim. India’s size zero is associated with me and I am proud of that,” said Kapoor.

The 27-year-old actress was in the city to launch size zero laptop models by Sony Vaio and her
slim figure was what connected her to the product.
Kareena hit headlines when she lost eight kilos to acquire a bikini body for Tashan. Though the
film failed to create any magic at the box office, Kareena’s thin figure became the talk of the
town, sparking the whole size zero trend in India.

“Kareena is known for being size zero, so Vaio has associated their new size zero laptops, which
are only a half-inch thick, with her,” said Masaru Tamagawa, Managing Director, Sony India.

When asked whether she is a tech-savvy person, Kareena said, “I am an Internet savvy person,
more because I travel a lot and I need to keep in touch with people at home.”

Sony India targets 20 percent share in

notebook market
The impact Kareena’s ad of Vaio BRAND sony laptop

Tuesday, November 03, 2009 11:54:51 AM by IANS New Delhi, Nov 3 (IANS) Consumer
electronics company Sony India is planning to capture a fifth of the country’s consumer
notebook market by the end of 2010

The 27-year-old actress was in the city to launch size zero laptop models by Sony Vaio and ...
only a half-inch thick, with her,” said Masaru Tamagawa, Managing Director, Sony India. ...
Movie marketing, or the lack of it in T-cinema ...
 EVULATION LOGO
SLOGAN :
DELIGHTING PEOPLE

PRODUCT SEGMENT OF HP - 2010

PERSONAL LAPTOP

About HP

HP is a technology company that operates in more than 170 countries around the world. We
explore how technology and services can help people and companies address their problems and
challenges, and realize their possibilities, aspirations and dreams. We apply new thinking and
ideas to create more simple, valuable and trusted experiences with technology, continuously
improving the way our customers live and work.

No other company offers as complete a technology product portfolio as HP. We provide

infrastructure and business offerings that span from handheld devices to some of the world's
most powerful supercomputer installations. We offer consumers a wide range of products and
services from digital photography to digital entertainment and from computing to home printing.
This comprehensive portfolio helps us match the right products, services and solutions to our
customers' specific needs.

Fast facts Technology leadership

  • HP was founded in 1939.  
  • Corporate headquarters are in Palo Alto,
Calif.
  • Mark Hurd is president and CEO.
  • HP is the world's largest IT company,  
with revenue totaling $114.6 billion for
fiscal 2009.
  • HP's 2009 Fortune 500 ranking: No. 9.     • The Imaging and Printing Group:
 
 
 
HP's three business groups drive
industry leadership in core technology
areas:
• The Personal Systems Group:
business and consumer PCs, mobile
computing devices and workstations
inkjet, LaserJet and commercial
printing, printing supplies
• Enterprise Business: business
products including storage and
servers, enterprise services and
software

Contribution
  HP strives to be an economic,  
intellectual and social asset to each
country and community in which we
do business.  
     
  • Key areas of contribution are  
electronic waste, raising standards in  
our global supply chain and  
increasing access to information  
technology.
Growth
HP is focused on three technology
shifts that have the power to transform
our customers' lives and businesses.
• Information explosion
• Digital transformation
• Environmental sustainability
Product list

 Laptops & Mini Netbooks

» Desktop & All-in-one PCs

» Printers & All-in-ones

» Ink, Toner & Paper

» Monitors

» Accessories & Software

» Scanners

» Handhelds

» Calculators

» Storage

» Home Servers

» Services

» All Consumer Products

» Photo Printing Services

Fast Facts:
1. Headquarters: Palo Alto, CA

2. Founded: 1939

3. Top-selling PC computer worldwide

4. 1st minicomputers

5. World's 1st personal computer: 1968, Hewlett-Packard 9100A

6. Commonly called "HP" The leader in the field

The popularity of the HP Pavilion series of desktop computers, and the growing cache of
notebook style computers, has allowed HP to overtake Dell as the number one brand of PC seller
computers. There are 11 desktop models and 11 notebook models currently available for
purchase. All HP systems use Windows XP and Windows Vista.

CRM MODEL

A commonly cited definition of CRM is that of CRM as follows:

Customer Relationship Management is the establishment, development, maintenance and optimization
of long-term mutually valuable relationships between consumers and organizations. The relationship
delivers value to customers, and profits to companies.
Targeting strategies to Students
Latest HP Promotions
The unique way of promotion from HP

HP Innovate 09 is an annual event by HP India to award innovative minds in the

Indian Student Community and encourage technology entrepreneurship

 HP Innovate was instituted in 2007 as an annual event by HP India to recognise and reward
outstanding and creative ideas of young engineering graduates in India, and encourage
technology entrepreneurship.

 HP Innovate 2009 is an opportunity for undergraduate engineering students to present their
innovative ideas in the fields of computer science and engineering. The event is a platform for
students to showcase their creativity and propose transformational ideas in the areas of
innovation and technology entrepreneurship.
 
The winning team will be sent on a sponsored trip to Palo Alto, USA, to interact with eminent
researchers at HP Labs.

 
Engineering students in India pursuing one of the courses mentioned below at any
level of study can participate.
 
• B. Tech.: Bachelor of Technology
• B. E.: Bachelor of Engineering
• B.C.A: Bachelor of Computer Applications
Relevant streams

Engineering students are advised to assess the relevance of their study stream to the Themes under
which papers are invited. Given below is an indicative list of engineering streams that are considered
relevant:

• Computer Science
• Software Engineering
• Information Science
• Information Technology
• Electronics and Communication
• Electrical Engineering
• Telecommunication
 
Please note that this list is only suggestive and projects or ideas of engineering students from other
streams may also be considered relevant.

Themes

HP Innovate 09 seeks technology entrepreneurship projects, programs and technical papers that
address the most important technology challenges and opportunities facing customers and
society in the next decade. All entries must be submitted under one of the themes listed below.
Participants may also provide a prototype or design for a new program, product or an application
along with their submission.
HP Innovate 09 seeks technology entrepreneurship projects, programs and technical
papers that address the most important technology challenges and opportunities facing
customers and society in the next decade. All entries must be submitted under one of
the themes listed below. Participants may also provide a prototype or design for a new
program, product or an application along with their submission.

Relevant Themes

1. Use of information technology in providing solutions in any of the following domains:

- Healthcare
- Clean water
- Better housing facilities
- Energy conservation
- Interactivity in education at school/university level
- Transportation
2. Intelligent document processing
3. Multimedia and gaming
4. Web enabled services
- Personalisation of the web offering different services
- Data mining
- Internet based communication
5. Image processing
6. Digital printing
7. Network security
8. Multi-source applications
9. Cryptography
10. Server virtualization
11. Nanotechnology
12. Multi-core processing
13. Embedded technology
 AWARD to student

here would be three categories of awards.

POSITION AWARD

• Sponsored trip to HP Labs, Palo Alto, US for

the team
First Prize
• HP iPAQs for all the student team members
• Winning trophy for the institute

• HP Tablet PCs for all the student team

Second Prize members
• Trophy for the institute

• HP Laptops for all the student team members

Third Prize
• Trophy for the institute
CELEBRITYMARKETING SHARUK KHAN FOR HP

Shah Rukh Khan

MUMBAI: Shah Rukh Khan, the Badshaah of Bollywood, is an even bigger king of the
advertising world, according to his tax figures.

The superstar has paid an advance tax of Rs 270 million ($6.8 million) on his estimated income
during the current financial year of 2008 , but a major share of it has gone into paying for his
income from endorsing a slew of products and other sources.
Sources in the advertising agency for which the superstar has worked reveal that his income
from endorsements fetches him Rs 1.5 billion ($38 million) a year, the highest for any Indian
advertising ‘model’.
OVER VIEW OF HCL
HCL is a leading global Technology and IT Enterprise with annual revenues of US$ 5 billion. The HCL
Enterprise comprises two companies listed in India

The 3 decade old enterprise, founded in 1976, is one of India's original IT garage start ups. Its range of
offerings span R&D and Technology Services, Enterprise and Applications Consulting, Remote
Infrastructure Management, BPO services, IT Hardware, Systems Integration and Distribution of
Technology and Telecom products in India. The HCL team comprises 62,000 professionals of diverse
nationalities, operating across 26 countries including 500 points of presence in India. HCL has global
partnerships with several leading Fortune 1000 firms, including several IT and Technology majors.

Hot Selling
HCL Ezeebee AC1V0022

 Free DOS
 Intel® Pentium® Dual Core Processor E5400
 PDC E5400 (2.7 Ghz , 800 MHz, 2 MB)

Rs.22,490/- only

ME brand the hottest brand of HCL

Featured Products
HCL ME LAPTOP AE1V0677-I

 Free Dos
 Intel® Core™ i3 330 Processor
 Core i3 330(2.13GHz,3M Cache)

Rs.34,440/- only
 Media Marketing Strategies of HCL
An advertising campaign is an organized series of advertising messages with identical or similar
message over a particular period of time. It is an orderly planned effort consisting of related but self-
contained and independent advertisements. Though the campaign is conveyed through different
medias, it has a single theme and a unified approach.

The independent ads used in a campaign are similar to one another and this is deliberate. There
is a psychological continuity due to unified theme. The physical continuity is provided by similarity of
visuals and orals.

In a broad sense a campaign is a co-coordinative effort of promotion of a particular

product/service during a particular period of time to attain pre-decided objectives.

Advertising effort does not remain erratic or spasmodic or opportunistic when we plan a
campaign. It is concrete advertising plan consisting of several advertisements, and has time frame of a
few weeks or months or years. All promotional effort is tied to a campaign and does not come into
conflict with it. The campaign tries to accomplish certain objectives or tries to destroy certain objectives.
 ADEVETISING PLAY A VITAL ROLE

This strategies has been used by HP, Lenova, Sony, & HCL

Indian advertisers have left no known media of advertising untouched in their effort to win over
the masses to their product and services. The selection of advertising media has to be more accurate
and less wasteful. Given below are the lists of various media available to advertisers or media buyers.

1. Print media

Newspapers Magazines

Daily newspapers. General interest magazines.

Sunday newspapers. Special interest magazines.

Sunday weekend section. Trade publications.

Weekly newspapers. Institutional publication.

2. Electronic media.

Television Radio

DD- national, metro and satellite channels Primary channel

 STAR TV Vividh bharati

ZEE TV Fm channel

SONY TV

SAHARA

3. Outdoor media

Posters Hoardings Neon signs Sky advertising

4. Transit or vehicular media

Mainline trains Suburban trains Buses Taxi & auto Private vehicles.

5. Specialty media

T-shirt button caps sticker’s badges

 6. In-shop media

Banners hanging stickers packaging painted signs.

7. Miscellaneous media

Internet Cinema.

USEFUL MEDIA TOOLS FOR BRAND LAUNCH:

Impact in %
Media

Television 83

Ads in dailies 52

Free samples 39

Articles in dailies 35

Word-of-mouth 34
 Shopkeepers 32

Ads in shop 31

Hoardings 30

Outdoor posters 27

Ads in magazines 26
Objective of the Research

To understand the student choice of personal laptop and their brand preferences. in this
project. Want to understand the preferences of ( Degree, technical, etc) students and their
expectations from the brand.

Research objective is to find out

Primary objective

 To find out which student prefer what kind of pc (desktop or laptop) and why?

 to find out major purchasing consideration as Price, brand, special offers, technological
advancements etc.

 Brand awareness of hp among students.

 Understanding PC brand preference of students.

Research Design

Data collection method- In this research, I have used two types of data namely; Primary Data.

For the present study, the survey method is used for collecting primary data. A structured
questionnaire will be used for the purpose. The questionnaire was the best available
alternatives for data collection. The other option available was of Interview. Interview as a
tool, is quite economical but it is difficult to record and retain the information and especially
if the queries include open ended questions. Moreover, questionnaire serves the purpose of a
structured form of the interview. The questionnaire includes multiple choice questions and
open ended questions. Secondary Data

Secondary Data is the data collected for some purpose other than the problem at hand. The
secondary data has been collected from internet ,newspapers and hp outlet.

Contents of questionnaire Questionnaire has to design in the way that it should cover all the
factors of the research problem and it should be interesting to receive the positive attention
of respondent. The questionnaire mainly comprised close- ended questions as well as open
end questions. A structured questionnaire was preferred for the study. Also, the language of
the questions was kept as simple as possible and the questions were made as unambiguous
as possible. The questions have been arranged in a form to provide all the needed
information in maximum possible standardized form. The questionnaire consisting of
questions. Sampling plan

Sample size 100

Target population Student
Sample Unit Colleges, tuitions classes, hostels
Extent Mumbai city
Sample Method Convenience sampling
Research Instrument Questionnaire
Q 1. `Do you own a Personal Computer/ laptop?

(Diploma student, B.E. Student, BBA, BMS, MBA) (each sample size of 10 )

100

Diploma 7

B.E 10

BBA 9

BMS 10

MBA 10

sample size 100

12

10

8
100
6

0
Diploma B.E BBA BMS MBA

Average number of student do use computer / laptop

2) Do you own a Personal Computer/laptop ? (where the computer or laptop is must)

This question is asked to

1 B.Sc. course

BSc.IT - BSc.Comp.

2. Diploma course

Dip. Electronice, Dip. In IT, Dip Elec & Telecommunication Computer

3 Bachelor of Engineering B.E. Computer, BE. IT, BE. Electronics,

This result show that all of the above course do have computer / laptop
Q.4) What kind of PC suits your course? This finding show the percentage of what kind of PC
suits to their respective course PUC - Desktop 33% 63% Laptop 4% other kind Diploma -
Desktops23% 77% Laptops B.Com - Desktop 67% 33% Laptop BCA & BBA - Desktop 25 % , 75%
Laptop B.E - Desktop 31% 63 % Laptop 3% other kind Animation - Desktop 0% 100% Laptop
Which brand PC do you own or desired to own?

Percentage of following PC brands used by respective course students. PUC - 0% hp,

22%Compaq, 0%HCL, 33% Lenovo , Dell 19% , Acer 7%, 19% Assembled or other brand
Diploma - 9% hp, 29%Compaq, 0%HCL, 9% Lenovo , Dell32% ,Acer 9%, Assembled or other
brand18% B.Com - 34% hp, 34%Compaq, 8%HCL, 8% Lenovo , Dell 8% , Acer 0%, 8%
Assembled or other brand BCA & BBA - 12% hp, 0 %Compaq, 0%HCL, 12 % Lenovo , Dell38 % ,
Acer 0%, 38% Assembled or other brand B.E - 17% hp, 14 %Compaq, 0 %HCL, 10% Lenovo , Del
28 % , acer 7%,24 % Assembled or other brand Animation -50% hp, 50 %Compaq, %HCL, %
Lenovo , Dell % , acer %, % Assembled or other brand
Desktop versus Laptop: 73.9% respondents like to buy laptops than desktop as there is very less
price difference in between them.

26%

Desktop
Laptop

74%

Hours of Use per Week: According to the self report data, the household uses the computer on
an average 27 hours per week. However more than 50% of the computer using households use it for
more than 20 hours per week.

23% 27%
27 Hrs. per week
20 Hrs. perweek
50% 10 Hrs.perweek

Internet Use: The Internet is most frequently used for sending and receiving e-mail. Gender
differences in the usage of Internet exist in the areas of online chatting, which is significantly higher for
women. Men on the other hand exhibit higher usage for sports information and also to do job related
work, sending faxes etc.

Computer Non-Owners: About 42% of the households who do not own a computer currently
intend to buy computer in the near future. Among those intending to buy, about 55% intend make a
purchase within the next 6 months.

42% Non-Owners
Owner
58%
Rating of student toward branded Laptop by HP, Lenova, Sony & HCL
Rating of HCL as a brand: About 52% of respondents rated HCL as a good brand whereas 30%
said it as a very good brand

HCL as Brand
18% 30%
Very Good
Good
Fair

52%

Rating of Lenova as a brand: About 52% of respondents rated HCL as a good brand whereas
30% said it as a very good brand

Lenova as Brand
18% 30%
Good
veryGood
Fair

52%

Rating of HP as a brand: About 52% of respondents rated HCL as a good brand whereas 30% said
it as a very good brand

HP as Brand
10%
Very Good
25% Good
Fair

65%

Rating of HCL as a brand: About 52% of respondents rated HCL as a good brand whereas 30%
said it as a very good brand
 Sony as Brand
25%
Very Good
45%
Good
Fair

30%

Effect of configuration: about 44% respondents said the configuration matters highly for them
whereas 18% said it doesn’t matters.

Effect of Configuration
Matter
38% 44% doesn't matter
none

18%

Mode of payment: Around 65% of the people said that they will buy laptop if price of the laptop
can be paid in installments.

After sales services: 65% respondent feels that after sales service plays a very important role in
purchase of computer.

Looks and price: Majority of people said that there choice of laptop doesn’t depend on look but it
depends on price

Attitude toward Computers: The commonly held attitudes / belief’s among all computer owners
with regard to the role of computers at home are:

 Knowledge of computers is essential to keep-up with the changes.

 Computers are not at all difficult to use and contribute time savings at home.
 Computers have become part of the daily routine in the family and are essential as any other as
any other appliance at home
 It is difficult to imagine life without computers at home.
 DISCUSSION
Marketing has got four pillars on which it is standing but no structure can stand only on
foundation but it needs several more things that makes a building live and four more thing encompass
4A’s that is analysis, attention, accept, action these four A’s are verb that must be considered by every
marketer 4P’s are noun that make him to understand the quality, but only thinking had never taken
anyone to anywhere. Understanding must be accompanied by appropriate action. First three ,analysis,
attention, accept are invisible but before taking any action it must be proceeded by understanding the
problem, thinking about all the alternatives attentively and then taking appropriate action. No two
problems are exactly alike one must see all the available option. Another model to decide about the
charm of any industry is given by well known management guru, Michael Porter and it is famous in the
world of management as “Michael Porter's Five Forces of Competitive Position Model”

Let us first understand what this model says:

The Competitive Forces analysis is made by the identification of 5 fundamental competitive forces:

 Entry of competitors:
How easy or difficult is it for new entrants to start competing, which barriers do exist.

 Threat of substitutes:
How easy can a product or service be substituted, especially made cheaper.

 Bargaining power of buyers:

How strong is the position of buyers? Can they work together in ordering large volumes.

 Bargaining power of suppliers:

How strong is the position of sellers? Do many potential suppliers exist or only few potential suppliers,
monopoly?

 Rivalry among the existing players:

Does a strong competition between the existing players exist? Is one player very dominant or are all
equal in strength and size.

 Threat of New Entrants depends on:

Economies of scale, Capital / investment requirements, Customer switching costs, Access to industry
distribution channels, Access to technology. Brand loyalty. Are customers loyal? The likelihood of
retaliation from existing industry players. Government regulations. Can new entrants get subsidies?

 Threat of Substitutes depends on:

Quality, Is a substitute better? Buyers' willingness to substitute. The relative price and performance of
substitutes. The costs of switching to substitutes. Is it easy to change to another product?

 Bargaining Power of Suppliers depends on:

Concentration of suppliers. Are there many buyers and few dominant suppliers? Branding, is the brand
of the supplier strong? Profitability of suppliers. Are suppliers forced to raise prices? Suppliers threaten
to integrate forward into the industry. Buyers do not threaten to integrate backwards into supply. Role
of quality and service. The industry is not a key customer group to the suppliers. Switching costs. Is it
easy for suppliers to find new customers?

 Bargaining Power of Buyers depends on:

Concentration of buyers. Are there a few dominant buyers and many sellers in the industry?
Differentiation, are products standardized? Profitability of buyers. Are buyers forced to be tough? Role
of quality and service. Threat of backward and forward integration into the industry. Switching costs. Is
it easy for buyers to switch their supplier?
 Intensity of Rivalry depends on:
The structure of competition. Rivalry will be more intense if there are lots of small or equally sized
competitors; rivalry will be less if an industry has a clear market leader. The structure of industry costs.
Industries with high fixed costs encourage competitors to Industries manufacture at full capacity by
cutting prices if needed. Degree of product differentiation. Industries where products are commodities
(e.g. steel, coal) typically have greater rivalry. Switching costs. Rivalry is reduced when buyers have high
switching costs. Strategic objectives. If competitors pursue aggressive growth strategies, rivalry will be
more intense. If competitors are merely "milking" profits in a mature industry, the degree of rivalry is
typically low. Exit barriers. When barriers to leaving an industry are high, competitors tend to exhibit
greater rivalry. Now let us see how porter model works in real life situations.

 Entry of competitors:
A PC maker does not require very high investment because the parts of desktops are procured from
other manufactures most of the unorganised assemblers does this thing only. Therefore we can say that
the entry barrier for this industry is low. Secondly after liberalisation of Indian economy various MNCs
have entered in India they have huge pool of resources resulting a tough competition is laid this has
made the Indian economic very turbulent.

 Threat of substitutes:
Technology changes very rapidly in some of sectors and personal computing is one among them, the
product life cycle in this type of industry are very small therefore no one can guess when the current
technology is going to be outdated and a substitute can replace the product.

 Bargaining power of buyers:

Every organization whether government, public or private is going for computerization hence they
require PCs in bulk so they have high bargaining power. Individual customers are also there but they
have low bargaining power results a balance in the market.

 Bargaining power of suppliers:

Supplier also have high bargaining power as the number of players are less and plc is low since
manufacturing requires heavy investment, so these companies i.e. OEMs creates extra pressure over the
PC makers.

 Rivalry among the existing players:

Since the margin in this sector especially, laptops and notebooks, is quite good therefore this sectors
have many players. And presences of many players create a cut throat competition among players and
because of tough rivalry the amount of margin are going lower day by day.

 Application of Five Forces on Retail Store:

 While working in retail store again we can realize the validity of “Five Forces”. Retail store is once again
much lower investment therefore each day there is possibility of neighborhood jumping in the same
business as yours. Secondly big Malls and Super Stores are also posing great challenge to the retailers
and many time the company owned showrooms also opened whose wide recourses can cause fatality to
small retailers. Being a small retailer they don’t have much threat for substitute as the exit barrier is low
for them. But the company whose retailer was he might come in problem as the loyalty of retailer is
changed, this may cause important information to be passed to the competitor of the company.
Being a retailer they don’t get the benefit of economy of scale resulting the overall cost is not as
low as it is with big retail store chain or with company owned shops. Therefore the end user or customer
has much more bargaining power. This results lowering the margin and again the chances of switching
the loyalty or either to quitting the business becomes more.
Since the retailer is small they have very less bargaining power against the company that looks
like giants in front of them. Most of the companies don’t give price protection to them.
Many small accessory are required with a personal computer therefore the retailer has chance to utilize
the impulse buying behavior, that can be seen very commonly in any retail store, therefore he needs
some products as mouse, pen drives headphone etc.

 Types of customer and Non customers:

To succeed in any business a firm should understand the psycho of customers, they should understand
what is going inside the mind of customer because marketing is a game of brain where heart can also be
combined to see the full scale application of various principle. A customer should be offered a product
that makes him delighted. Every company should understand why a customer is switching towards the
products of another company. Human psychology tells that it resist change that means humans mind
resist any type of change, therefore we can conclude that customer turning towards other company is
not satisfied with the current offering of company, his requirements as not met. Then a question arises
how one can find what customer wants? The answer to this question is hidden in market research. It
reveals the various attributes of demands by customer and company should align itself and its product in
that direction similar to thinking of customer For e.g. Sony offers its laptop in different colours where as
customer. all the products of HCL are in one single colour (with different shades of it) but our survey
pointed out with that customer is highly conscious about the looks of notebook. When Dell understood
this requirement of customer they introduced XPS series of notebook in various colors.
When a company takes such type of steps customers think that company is taking care of them
and it create a feeling of association in the customer’s mind.
Now let us talk about noncustomers, these are those people who don’t buy product of our
company. They can be segmented into three tiers first tier is the group of people who are actually our
customer but they are on verge of being lost as they can switch any time to our competitor if this
segment is not taken due care the company is going to lose them at any momentum we all know that
retaining old customer is 8 times less costly than getting new customer. Therefore company must
consider seriously why they are in first tier.
The Three Tiers of Noncustomers

First Tier: “Soon-to-be” noncustomers who are on the edge of your market, waiting to jump ship.

Second Tier: “Refusing” noncustomers who consciously choose against your market.

Third Tier: “Unexplored” noncustomers who are in markets distant from yours.

Second Tier are those customer who had never tried our product since they are the refusers
consciously choose against our product therefore they are the segment that cannot be convinced as
whatever our offering will be they will surly find some of the other fault in it. They are the most difficult
to convince hence they will eat up most of the resource of company therefore in the favour of company
it is better to leave them.
The third Tier is the most promising segment as they are the unexplored customer distant or far
from the company and they are required to be explored or developed. This is called the market space
generation that is reaching to those segments who have never been offered anything from us. It can be
compared with the Blue Ocean strategy by W. ChanKim Renée Mauborgne who suggested that the blue
ocean has the lowest rivalry resulting a better opportunity for the growth.
As it reduces some of the forces in porter’s model up to substantial degree therefore the growth
of company is revitalise. Another benefit is that we gain a large portion of customer loyalty in favour of
us. Chances are there that we can also gain the first mover advantage.
 SUGGESTION AND RECOMMENDATIONS

 HCL, HP, Lenova, & sony says that it has got a wide network of service centre and they can solve
any problem within six hours but they fails on this commitment, this act make the customer to
lose his trust

 HCL, HP, Lenova, & sony should understand that push strategy is not always good but they
should try to win the confidence and heart of customers by providing them value for money.

 Promotional activities are very less therefore they should invest a considerable amount in
advertisement and as a result their brand awareness will be created or will increases

 Brand Image of HCL, HP, Lenova, & sony is very low and it is considered as cheap brand with
quality.

 HCL, HP, Lenova, & sony are an Indian company / mnc and they should design their product
according to the customer’s requirements of India .i.e. reliability should be considered as major
attribute as we Indian like the things that last long

 Most of their products of HCL, HP, Lenova, & sony are standard product whereas now the age
of customise product is coming, its competitors a trying to provide customised productsare

 HCL, HP, Lenova, & sony should try hard to increase its Brand Equity.

 HCL, HP, Lenova, & sony should make strategic alliance with several financial organisations that
can provide instalment facilities to the customer as it can be seen from the results of survey
that customers are generally interested buying PC on installment.

 ISD (In Store Demonstrator) provided by HCL, HP, Lenova, & sony must be given some type of
sales based incentives and also training so that so that he can be motivated for more selling.

 HCL, HP, Lenova, & sony should create some factors that the industry never offers such as free
training about using the product, as most of customers don’t know how to use the computer
this will definitely creates a brand differentiation.
  HCL, HP, Lenova, & sony should try to raise at least some attributes of PCs that can be projected

as best buy. For e.g. sound or graphic or any other part of the visible system.

CONCLUSION
 Brand management play vital role for any company weather it is services or product industry. It differ
one company’s product to other and it create value for the customer.

 A better margin will provide a boost to retailers for selling the product of HCL, HP, Lenova, & sony
as much as they can.

 The major drawback in HCL’s marketing plan is that do nothing to aware their customer about their
products.

 HCL’s current position is at number 2 but if they don’t take any action soon they will be
shifted to lower ranks and history proves this, when BSNL was the largest they didn’t thought to
accommodate with the changing business environment and they lost their number one position
within a short span of time and they are now not within the top three

At last from the project that I can conclude that to succeed in the business we must not only
depend on 4p’s that is Product Price Place and Promotion but also develop a way to differentiate we
must try to develop a new value curve and if this is achieved the whole exercise to differentiate will
give its fruit in term of higher sales
 Books:-

 Management control system case studies, published by, ICFAI, University

 Marketing management, published by ICFAI, University.

 Marketing management, author Philip Kotler, published by, Pearson education

(Singapore)

 Product Management, author S.A. Chunawalla, published by, Himalaya Publishing

house.

 Total brand management, author Boham Chaturvedi published by, ICFAI, University

Web site
www. Searchengine.com

www.hp.com

www.hcl.com

www.leonva.com

www.sony.com