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A PROJECT REPORT ON IMPACT OF PROMOTIONAL ACTIVITIES FOR SELLING HCL PRODUCTS HCL Info systems Ltd.

INSTITUTE OF MANAGEMENT SCIENCES (IMS) BY ABHILOVE MAHAJAN BBA 3rd Yr (2011-12) INSTITUTE OF MANAGEMENT SCIENCES (IMS) 1 SUBMITTED TO

The basic concept of my project Impact of promotional activities for selling HCL products was based on sales promotion and selling. For this I had got a training of product knowledge of wide range of products such as HCL laptops, desktops, Nokia mobiles, Canon Printers, Kodak Cameras, X-Box, Apple IPods, etc. Consumer retention is the key success factor for any competitive market. An effort was made to ascertain and analysis customer views and preferences for the product through process of Brand Recall. Also, a detailed study was made to understand the performance pattern of major competitors of laptop. In doing so, it was possible to assess the competition in the market, hence enabling us to position ourselves more effectively and strategize on a long term basis. During the course of this project, I was also fortunate enough to be able to study the promotional campaigns carried. This report contains the findings arrived after detailed analysis of the data received through filing questionnaires by the users of laptops at various areas of Jammu. The study was also carried out to find the cause of the declining sales rate of these brands. We did many promotional activities and I went to various societies, corporate, schools and colleges for creating awareness. The promotional activities like canopy shows and broachers distribution were carried out at main location near to the HCL Company. In this activity we have given live demo of laptop, desktop and mileap laptop to the end user i.e. the customers; this activity was mainly done in the Gandhi Nagar and City Square Mall. Giving them demo, and brushers, and handling there queries regarding the Products. INSTITUTE OF MANAGEMENT SCIENCES (IMS) 2

EXECUTIVE SUMMARY

Chapters 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12.

TABLE OF CONTENTS Particulars Introduction Objectives Research Methodology Company Profile Literature Survey Data Analysis Findings Conclusion Limitation/future scope Recommendations Bibliography Annexure Page No. 4 -5 6 7-10 11-20 21-26 27-39 40-41 42 43 44 45

46 -47 INSTITUTE OF MANAGEMENT SCIENCES (IMS)

Chapter 1- INTRODUCTION INTRODUCTION TO THE PROJECT This chapter explains about the background and states the objectives of the project. The purpose of the study is to determine the impact of promotional activity for selling HCL products in city only. Jammu Promotion is comprehensive terms, and covers the entire gamut of advertising, publicity, public relations, personal selling and sales promotion. Sales promotion is thus a part of promotion and is restricted to direct inducement on a short term basis services. The same promotional strategy was applied by HCL to promote their products and boost up its sales. The HCL performed promotional activities like canopy, road shows, EPP, broacher distribution, etc. In the present competitive world if any business organization has to survive it needs to keep an eye on various forces operating in the market. More over competitors constantly try to win over others. In this scenario, every business organization needs to monitor the changes taking place in the market so that they are not caught. Market research is an efficiency tool in the hands of a marketer that helps him to take changes taking place in the market. INSTITUTE OF MANAGEMENT SCIENCES (IMS) 4

SCOPE OF THE PROJECT The scope of the study is limited only to the Jammu city. The main purpose of survey is to throw light towards the promotional activities on the sale of the product. The promotional activity was restricted only for Jammu. The activities were carried out only at show rooms, road shows and residential areas. IMPORTANCE OF THE STUDY This study is important in the sense as we can measure the position of the product after analyzing the data that we have with us. This study also gives an experience to the management student who is doing the research as it is the base of marketing. INSTITUTE OF MANAGEMENT SCIENCES (IMS) 5

Chapter 2- OBJECTIVES 1. To study the marketing strategies of HCL. 2. To find out the effectiveness of promotional strategies of HCL. 3. To ascertain the impact of promotional activity on purchase decision. 4. To find out the measures to boost up sales. 5. To conduct promotional activity to boost sales of HCL. 6. To analyze the awareness among public about the HCL products. 7. To find out the reasons for low sales of the products. 8. To conduct promotional activity in various places like shopping malls, residential areas, corporate etc. 9. To increase the prescription rate among the respondents by using promotional tools. INSTITUTE OF MANAGEMENT SCIENCES (IMS) 6

Chapter 4- COMPANY PROFILE

HISTORY OF HCL HCL Info systems Ltd is one of the pioneers in the Indian IT market, with its origins in 1976. For over quarter of a century, we have developed and implemented solutions for multiple market segments, across a range of technologies in India. We have been in the forefront in introducing new technologies and solutions. The highlights of the HCL saga are summarized below: 1976- Hindustan Computer limited (HCL) is born. 1977- Forms distribution alliance with Toshiba for copier & Notebooks. 1978- HCL Successfully ships in house designed micro-computer at the same time as Apple. 1983- Indigenously develops an RDBMS, a Networking OS & a client server architecture, at the same time as global. 1986- HCC Becomes the largest IT Company in India. 1989- Introduce fine grained Multiprocessor UNIX 3 yr a head of sun& HP 1991- HCL Hewlett Packard J. Develops Multi Processor UNIX of HP & Heralds HCLS entry into contract R&D. 1994- Forges distribution alliances with Ericsson Switches & Nokia cell Phone. 1997- HCLs R&D spinoff as HCL Technology Mark advent info Software services. 2003. HCL Becomes the first company to cross the 1,00,000 unit Milestone in the Indian Desktop PC Market. 2004- HCL Technologies Get accorded by Meta Spectrum with leader status in off have out sourcing. 2005- JV with NEC, Japan -HCL Set up first Power PC Architecture design centre outside of IBM. 2006- HCL info system ties up with Apple for iPod distribution. -HCL Technologies sign largest over, software services deal with DSG.

2007- HCL as an enterprise sources the $ 4 billion watermark.-HCL announces opening of its second European outsourcing facility in June with the establishment of the delivery centre in Krakow Poland. HCL has evolved from a dream of eight youngsters in 1977 to the country's top IT group today. Our well-balanced portfolio of turnkey solutions across equipments, software and services make our offerings end-to-end for all IT needs of the Indian customers. Our recognitions speak of our dominant position in India. We have several recognitions for our network management services, security services, IT Infrastructure services and we have been rated as No.1 PC Brand for the last 5 years in India. Our services are backed by an extensive direct support infrastructure spread across 170 locations nationwide, which offer 24 x 7 supports offering for critical sites. With more than 70 SAP implementations till date, HCL has been rendering service to key Indian players in Banking & Finance, Retail, Consumer and Government. We are committed to the Indian Market and will continue to invest more to further enrich our end-to end IT offerings for this market. Our flexible engagement models, rich heritage of technology solutions and over 30 years of leadership across service areas give us a strategic advantage to meet the nation's IT needs. About HCL Enterprise: HCL Enterprise is a US $ 5 billion leading Global Technology and IT enterprise that comprises two companies listed in India - HCL Technologies & HCL Info systems. The 3-decade-old enterprise, founded in 1976, is one of India's original IT garage start-ups. Its range of offerings spans Product Engineering, Custom & Package Applications, BPO, IT Infrastructure Services, IT Hardware, Systems Integration, and distribution of ICT products. The HCL team comprises approximately 60,000 professionals of diverse nationalities, who operate from 23 countries INSTITUTE OF MANAGEMENT SCIENCES (IMS) 13

including 500 points of presence in India. HCL has global partnerships with several leading Fortune 1000 firms, including leading IT and Technology firms. INSTITUTE OF MANAGEMENT SCIENCES (IMS)

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AJAI CHOWDHRY CHAIRMAN & CEO An engineer by training, Ajai Chowdhry is one of the six founder members of HCL and took over the reins of HCL Info systems, the flagship company of the group, as President and CEO in 1994. He was appointed the Chairman of HCL Infosystems in November 1999. In recognition of his contribution in championing the cause of the domestic Indian IT industry, Ajai has been conferred the DATAQUEST IT Man of the Year 2007 Award amongst other awards. J V RAMAMURTHY Chief Operating Officer SANDEEP KANWAR CFO & EVP HARI BASKARAN, GEORGE PAUL ,RAJEEV ASIJA, RAJENDER KUMAR EVP Sr. VP M CHANDRASEKARAN VIVEK PUNEKAR VP HR GUIDING PRINCIPLE VISION AND MISSION VISION STATEMENT: "Together we create the enterprises of tomorrow" INSTITUTE OF MANAGEMENT SCIENCES (IMS) 15

CHAIRMAN AND MANAGEMENT PROFILE

MISSION STATEMENT: "To provide world-class information technology solutions and services to enable our customers to serve their customers better" QUALITY POLICY: "We shall deliver defect-free products, services and solutions to meet the requirements of our external and internal customers, the first time, every time" OUR OBJECTIVES OUR MANAGEMENT OBJECTIVES: To fuel initiative and foster activity by allowing individuals freedom of action and innovation in attaining defined objectives. OUR PEOPLE OBJECTIVES: To help people in HCL Info systems Ltd. share in the company's successes, which they make possible; to provide job security based on their performance; to recognize their individual achievements; and help them gain a sense of satisfaction and accomplishment from their work. CORE VALUES We shall uphold the dignity of the individual We shall honor all commitments We shall be committed to Quality, Innovation and Growth in every endeavor We shall be responsible corporate citizens Alliance & Partnership To provide world-class solutions and services to all our customers, we have formed Alliances and Partnerships with leading IT companies worldwide.HCL Info systems has alliances with global technology leaders like Intel, AMD, Microsoft, IBM, Bull, Toshiba, Nokia, Sun Microsystems, Ericsson, NVIDIA, SAP, Scan soft, SCO, EMC, VERITAS, Citrix, CISCO, Oracle, Computer Associates, Red Hat, Infocus, Duplo, Samsung and Novell. INSTITUTE OF MANAGEMENT SCIENCES (IMS) 16

These alliances on one hand give us access to best technology & products as well enhancing our understanding of the latest in technology. On the other hand they enhance our product portfolio, and enable us to be one stop shop for our customers. PRODUCTS: 1) HCL DESKTOP 2) HCL LEAPTOP 3) ULTRA PORTABLE LEAPTOP SERVICES: HCL Info systems Service Support infrastructure is one of the widest in the country. No matter where you are theres an HCL Service Centre nearby. Our products are backed by an extensive direct support infrastructure spread across 170 locations nationwide which offer 24x7 supports offering for critical sites. Our channel strength is a balanced mix of retail outlets, resellers & distributors. It was our strong focus on distribution network that led us in devoting few brands exclusively for channel. They are Beanstalk, Busy Bee, net manager (servers), and recently launched EzeeBeen. Today our distribution network helps us take a varied product range to INSTITUTE OF MANAGEMENT SCIENCES (IMS) 17

customers in every noot & corner of the country. The product range includes Desktop PCs, Servers and Laptops & Pocket PCs. HCL Touch 24 Hrs Round the clock service CORPORATE a Week service 7 Days OFFICE Company Owned Direct service HCL Info systems Ltd. Lifetime Response Tel: 2526518/19, 11, E-4,5 & 6, Sector 2520977 Covering 4000 Towns Prefix from Delhi:UP Fax: 2550923 NOIDA 201 301, 95120 Pick & Drop Service Email: webhost@hcl.in STD India Code: 0120, ISD Code: 120 Regional Language support AWARDS: Repairs Green India'sIndia On Site Direct Company support Pan Most Preferred Personal Computer Brand by CNBC AWAAZ Consumer Award SMS 2007 Call Logging India's 'No. 1 PC Vendor' consecutively for six years. Remote Support Facilities. HCL among the Top 3 IT companies for the last 3 years, DQ & IDC,Best Employer Survey, 'Best employer 2005' with Five Star Ratings. INSTITUTE OF MANAGEMENT SCIENCES (IMS) 18

'Top 50 in ET Top 500 Companies' Listings for 2006 Top 21 companies in Business Standard 1000 Ranking 2006 Top 50 Fastest Growing Technology Companies in India & 'Top 500 Fastest Growing Technology Companies in Asia Pacific' by 'Deloitte & Touche' 'The Most Responsive Company 2005' - IT Hardware Category by The Economic Times - Avaya GlobalConnect. '7th IETE - Corporate Award 2005' for performance excellence in the field of Computer & Telecommunications Systems. HCL Technologies ranks 76 in the list of Fastest Growing Global Technology Companies The case study focuses on HCL's unique transformation over the last 2 years, and highlights HCL's Employee First philosophy. The TIME magazine has referred to HCL as an "intellectual clean room where its employees could imagine endless possibilities." HCL ADVANTAGE Staying competitive in todays dynamic business environment means finding new ways to reduce costs while maximizing the value of your technology and personal resources. More than ever, your ability to "do more with less" determines how successful your organizations will be. That's why HCL Insys helps you achieve. By channeling our indepth expertise gained from over 28 years of IT Domain experience. We provide a full bandwidth of services specifically designed to meet your complete IT needs. 6 S Offerings for Business Empowerment (to the power n) SOLUTIONS: The one stop shop solution center for all your IT needs, customized to meet and scale with your unique Business Needs. INSTITUTE OF MANAGEMENT SCIENCES (IMS) 19

SERVICES: A range of value added services in IT infrastructure operations and management. SUPPORT: Pan-India footprint of support and logistics locations. Over 260 Direct service support locations. Technically sound workforce of over 1700 certified professionals. STANDARDS: World Class Quality standards maintained for PPP (People, Processes & Performance). Alliance with global technology leaders. SAVINGS: We help you find new ways to reduce costs & "do more with less" by maximizing the value of your technology and personal resources, thereby reducing your total cost of ownership(TCO). SATISFACTION: Complete Satisfaction for the customers through the HCL 6S offering that enables one to maximize system uptime through rapid response and resolution services, thereby optimizing your IT investments. INSTITUTE OF MANAGEMENT SCIENCES (IMS)

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Chapter 3- RESEARCH METHODOLOGY DEFINITION: Research refers to a search for knowledge. It can be defined as a scientific and systematic search for pertinent information on a specific topic. Research comprises defining and redefining problems, formulating hypothesis or suggested RESEARCH METHODOLOGYand evaluating data; making deduction and reaching solutions; collecting, organizing It is a way to systematically testing the conclusions to determine whether they fit the conclusions; and at last carefully solve the research problem. It may be understood as science of studying how research Clifford Wood. formulating hypothesisis done scientifically. In it we study the various steps that are generally adopted by the researcher in studying his research problem along with the logic behind them. In general methodology is an optional framework within which the facts are placed so that the meaning may be seen more clearly. The sources of data shown that designing of a research plan calls for decision on the data sources are research approaches (primary and secondary data) research instruments (observation survey experiment) sampling plan and contact methods (personal interviews). RESEARCH DESIGN A research design is the determination and statement of the general research approach or strategy adopted for the particular project. It is the heart of the planning. If the design adheres to the research objectives, it will ensure that the client need will be served. INSTITUTE OF MANAGEMENT SCIENCES (IMS) 7

Research design is a plan structured and strategies of investigation. It is the arrangement of condition and analysis of data in a manner to combine relevance to the research purpose with economy in procedure. In order to achieve the objective it was necessary to talk to the customers and public to draws the conclusions regarding the objective. For visiting the customers and publics to collect the relevant information; a questionnaire has to be designed. The questionnaire was designed in such a manner to achieve the objective of the research. The sample size taken is 100 customers and publics. TYPE OF RESEARCH In this project Descriptive Research has been used. Descriptive Research: This is kind of research structure which is concerned with describing the characteristics of the problem. In this way the main purpose of such a research design is to present a descriptive picture about the marketing problem on the basis of actual facts. For this it is important to obtain the complete and actual information about the subjects. NATURE OF RESEARCH Quantitative type of research has been used. As all the data was based on numerical figures obtained in the survey. TYPE OF QUESTIONS The questions were self-administered, with a view to obtain maximum information from the respondent that is why the questions were straightforward. INSTITUTE OF MANAGEMENT SCIENCES (IMS) 8

TYPE OF QUESTIONNAIRE The entire questionnaire was standardized and formalized. TYPE OF ANALYSIS As all the data found in the survey is totally numerically so the type of analysis was statistical. SOURCE OF DATA PRIMARY DATA The data which is collected fresh and for the first time and thus happen to be the original one characteristic is called as the primary data. SECONDARY DATA The data which is already collected by someone else and which have been passed through the statistical process is known as the secondary data. METHODS OF COLLECTING PRIMARY DATA Interview Method In this project I have taken the questionnaire method for collecting necessary information. In this method a questionnaire is given to the person concerned with question to answers the question and return the questionnaire. A questionnaire consists of number of question printed in a definite order on a form or a set of form. INSTITUTE OF MANAGEMENT SCIENCES (IMS) 9

SELECTION OF THE SAMPLE/SAMPLING PLAN This is one of the most important steps of a research design procedure. Generally in most of the marketing studies on sample or most of the sub group of the total population pertaining to the subject is included on the place of the universe. The following things are primarily considered in the sample: Sample Size The sample size of the population was 100 respondents. Sample Population A survey of people who either own or plan to purchase laptop and on located in Jammu city only. Sample Extent Gandhi Nagar City Square Mall Sampling Methods The sampling method for the survey was random sampling. Random sampling suggest away of sample selection where in any item of the population is likely to be selected in a sample as any other item it means that all items of the population have equal probability of being selected in the sample. SECONDARY DATA COLLECTION The report mainly consists of a data from the primary source gathered the schedule of questions. Questionnaire is the formal tool of asking questions directly from respondents by which questions are asked. Information about the product is taken from various sources such as websites, newspapers etc. INSTITUTE OF MANAGEMENT SCIENCES (IMS) 10

Chapter 5- THEORETICAL FRAMEWORK PROMOTION Basically promotion is an attempt to influence. More specifically, PROMOTION is the element in an organizations marketing mix that serves to inform, persuade and remind the market of a product and/or the organization selling it, in hopes of influencing the recipients feelings, beliefs, or behavior. Out of 4 Ps of marketing i.e. product, price, place, and promotion, the most important role is of 4th P i.e. promotion. ROLE OF PROMOTION IN MARKETING Promotions help marketers to communicate information to potential customers. This information could be about the products Existence (Awareness), value and benefits offered by products. A well designed promotion mix is extremely crucial for brand building and positioning. In fact communication or promotional mix is at the centre stage in brand positioning and Brand building activities. The promotional mix or marketing communication helps marketers to attract, persuade, urge and remind customers of the companys brand. Effective promotions prove helpful in product differentiation and also help to counter competition. INSTITUTE OF MANAGEMENT SCIENCES (IMS) 21

COMPONANTS OF PROMOTION There are five components of promotions: Advertising, Sale promotion, Personal selling, direct marketing, Public relations. Each has distinct features that determine in what situation it will be most effective. 1. ADVERTISING: It is any paid form of non-personal presentation and promotion of ideas, goods, and services by an identified sponsor. The most familiar forms of advertisements are found in the broadcast (TV and RADIO) and print (Newspaper and Magazines) media. However, there are many other advertising alternatives, from direct mail to billboards and the telephone directory to yellow pages. Advertising is often termed as pull strategy. In pull strategy the goal is to get consumers to pull the product in the supply chain by demanding it. MAJOR ADVERTISING DECISIONS While setting up an advertising plan, following decisions are required to be taken. Identify the target audience Set the advertising objectives Determine the advertising budget Design the message Evaluate and select media Create an advertisement Measure the impact. INSTITUTE OF MANAGEMENT SCIENCES (IMS) 22

TYPES OF ADVERTISEMENT MEDIUMS OF ADVERTISING Newspapers Television Radio Magazines Direct mail Outdoor advertisings. 2. SALES PROMOTION: Just as Advertising is known as Pull strategy, Sales Promotion is known as Push strategy. This promotional technique can be defined as short-time incentive to the customer to buy a product. According to Philip kotler; Sales Promotion consists of a diverse collection of incentives tools, mostly short term designed to stimulate quicker or greater purchase of a particular product or services by consumers or the trade. The free gifts-offers, discounts, coupons, lucky draws, etc., are some of the ways used in sales promotion. SALES PROMOTION TOOLS Consumer promotion: The consumer promotion directed at Consumers. It includes Samples, Price off, free gifts, Cash refund offers, premiums, prizes, warranties, cross promotion, point of purchase. Consumers promotion is to create Consumer pool for the brand. INSTITUTE OF MANAGEMENT SCIENCES (IMS) 23

The objective behind the several Consumer promotion programs of different organizations is: To generate consumer interest, this should lead to trial. Increase the rate of purchase. Generate inquires from the target, consumer group.etc. Trade promotion: The trade promotions directed to the members of distribution channel. It includes advertising, Display Allowances. The Prime objective is to push the product through the marketing, intermediates and to get them to market the product aggressively. Other objectives are: Encouraging trade to invest built inventory. Getting trades co-operation in production. Business and sales promotion: It includes trades shows and conventions, contents for sales promotion representatives and for special advertising. Although sales promotion tools are highly divers but they all offer three distinctive benefits: Communication Incentive Invitation. 3. PERSONAL SELLING: The importance of personal selling is pretty evident as this is the only marketing activity that directly results into Revenue earning as its outcome. The simplest definition of personal selling is-selling that involves face- to-face interaction between the sales person and prospective customer. INSTITUTE OF MANAGEMENT SCIENCES (IMS) 24

There are certain products, which need demonstration or explanations. Personal selling is most effective in promoting such products. Advantages of personal selling: There is a personal touch and with trained salesman, the customer can feel important and gives full attention to the product detailing. Demonstration of the product features and product working helps in better product awareness and acceptance by consumers. Consumers queries and apprehensions can be effectively answered. Followup action and persuasion are possible. 4. DIRECT MARKETING: The Direct Marketing association defines Direct Marketing as follows: Direct Marketing is an interactive marketing system that uses one or more advertising media to affect a measurable response and or transaction at any location. This definition makes it clear that direct marketing is directly from the company to the customer and there is no intermediary (retailer, whole seller etc.) involved in between. Various forms of direct marketing: Direct mail Telemarketing Email Marketing Couponing Direct response television marketing Direct selling. INSTITUTE OF MANAGEMENT SCIENCES (IMS) 25

5. PUBLIC RELATIONS: Public relations are defined as deserving, acquiring and retaining a favorable reputation in the market place. Public relations function aims at creating maintaining favorable public opinion about companys products, people, policies and plans. Public relations are defined as any group that has an actual or potential interest or impact on companys ability to achieve its objectives. The public relations do not directly help promoting the product but can make product or policy acceptance by the public easy by generating a favorable image about the company. PUBLIC RELATIONS IS USEFUL IN Acceptance of a companys as a specialist in a product group. Acceptance of companys policies regarding its employees, dealers, consumers etc. Attracting capital and man-power. Acceptance of new product and new brand. INSTITUTE OF MANAGEMENT SCIENCES (IMS) 26

Chapter 6- DATA ANALYSIS Which brand of laptop/desktop will you give the preference? Respondents Preference 10% 20% 24%

18%

28%

HCL DELL HP SONY other

INTERPRETATION: According to the survey Dell laptop were top of the mind of the respondents with 28%, HCL was just behind with 24%, the 20% were Sony and 18% of the HP and others is 10% which are Lenovo, Compaq, Toshiba, acer. INSTITUTE OF MANAGEMENT SCIENCES (IMS) 27

Are you aware of HCL product & services? 8%

92% INTERPRETATION: According to the survey of the project I studied that almost 92% of the peoples are aware of HCL products and services, and only 8% of the peoples are not aware of the HCL products and services because of less promotions in newspapers and news channels. INSTITUTE OF MANAGEMENT SCIENCES (IMS) 28

Yes No

What is your opinion towards HCL products & services? 3% 24% 27%

46% INTERPRETATION: According to the survey of the project I studied that the respondents opinion towards HCL products and services is 27% are very good, 46% are good, 24% are satisfactory and 3% are poor. INSTITUTE OF MANAGEMENT SCIENCES (IMS)

Very good good satisfactory poor

29

Have you heard about HCL touch (24x7 SERVICE SUPPORT . 4000 CITIES)? 70% 60% 50% 40% 30% 20% 10% 0% Yes No 68% 32% INTERPRETATION: According to the survey of the project I studied that the 68% of the respondents have not heard about the HCL touch and only 32% of the respondents have heard about HCL touch. INSTITUTE OF MANAGEMENT SCIENCES (IMS) 30

After sales services which brand services is the best? 30% 26% 25% 20% 15% 10% 5% 0% 20% 18%

22%

12%

HCL

HP

Sony

Others INTERPRETATION: According to the survey of the project I studied that the HCL is top of the mind in after sales services as compare to others.HCL is 26%, Dell is 22%, Sony is 20%, HP is 18% and others are 12%. INSTITUTE OF MANAGEMENT SCIENCES (IMS) 31

Dell

Does the Promotion help in better product awareness? 6%

94% INTERPRETATION: According to the survey of the project I studied that most of the respondents said that the promotion is helpful in better product awareness.94% of the respondents are agree with this and 6% dont think so. INSTITUTE OF MANAGEMENT SCIENCES (IMS) 32

Yes No

Whether Promotional activity Profitable/ beneficial to you? 4%

96% INTERPRETATION: According to the survey and the data collected it is seen that most of the respondents think that the promotional activity is profitable/beneficial to them. 96% of the respondents are agreeing with that and 4% are not thinking so. INSTITUTE OF MANAGEMENT SCIENCES (IMS) 33

Yes No

Have you ever purchased anything during or after the promotion? 80% 74% 70% 60% 50% 40% 30% 20% 10% 0% Always sometime 17%

Never 9%

INTERPRETATION: According to the survey and the data collected it is seen that most of the respondents are not always but sometime purchased during and after the promotion. Only 17% of the respondents are purchased always during or after the promotion, and 74% are sometime purchased and 9% are never purchased. INSTITUTE OF MANAGEMENT SCIENCES (IMS) 34

Does brand ambassador create more value in the product? 70% 62% 60% 50% 40% 30% 22% 20% 10% 0% Always sometime never 12%

INTERPRETATION: According to the survey and the data collected it is seen that most of the respondents are INSTITUTE OF MANAGEMENT SCIENCES (IMS) think that the brand ambassador creates more value in the product.62% respondents are always agree with that because of them product get automatically more valuable and 35 it helps to attracts and influences us, 22% are thinking that not always but sometime they create value in the product only if they are famous celebrities, and 12% are not think so.

Always sometime never

What type of promotional activity attracts you more & required by company? 45% 39% 40% 35% 30% 42% 24% 25% 20% 15% 10% 5% 0% Advertisement Canopy & Road Discounts (Paper, TV)shows Gifts/Lucky broacher draws 7% distribution 16% INTERPRETATION: According to the survey and the data collected it is seen that most of the respondent thinks that, INSTITUTE attract them more and required by company.42% are discounts, the discounts and advertisementsOF MANAGEMENT SCIENCES (IMS) 36 Advertisement(paper, TV) are 39%, gifts/lucky draws are 24%,canopy& road shows are 16% and broacher distribution are 7%.

Have you ever ignored the promotional activity? Why? 60% 50% 48% 40% 34% 30% 20% 17% 10% 0% Always sometime Never INTERPRETATION: According to the survey and the data collected it is seen that the most of the respondents are INSTITUTE OF MANAGEMENT SCIENCES information about products never ignore the promotional activities because of attractive and get(IMS) 37 and company.48% never ignored, 34% ignored sometime because of not time or in hurry and 17% always ignored.

Where the promotional activities can be effective and get more response? 8% 9% 32%

22% 36%

showrooms shopping malls society/corporate internet other

INTERPRETATION: According to the above graph it can be studied that the most of the respondents think that in the shopping malls andINSTITUTE promotional activities can be effective and get more response. showrooms OF MANAGEMENT SCIENCES (IMS) 38 For shopping malls 36%, for showroom 32%, for society/corporate 22%, for internet 9% and for other (multiplex, road shows) 8%.

What is your opinion towards less promotion more discount? 60% 50% 40% 30% 54% 20% 24% 10% 16% 0% Strongly agree Agree

6%

disagree

INTERPRETATION: According to the survey and the data collected it is seen that most of the respondents are agree INSTITUTE OF MANAGEMENT SCIENCES (IMS) with less promotion and more discount.54% are agree with that, 24% are strongly agree, 16% 39 are disagree and 6% are strongly disagree.

Strongly disagree

Chapter 7-FINDINGS Through this project I got to many of the things related to IT products, Sales Promotion, Consumer behavior, making of new customers and handling of old customers and Selling & marketing Concepts at Jammu city. Before the use of promotional tools the products of HCL were not known to the publics but after the use of promotional tools the products got good exposure in the market. The reason for low sales of the products was lack of promotional activities due to this most of the public was not aware of HCL products. After using promotional tools I found that the prescription rate of the HCLs products was increased to a considerable extent. Maximum customers first see the affordable price & look of the product. At the time of purchasing customer also demand for free accessories like pen drive, head phone & mouse, etc. HCL is 35 yrs old and the only Indian IT company among the entire IT giant like LG, Sony, HP, Lenovo. HCL is having maximum number of service centre all over India. INSTITUTE OF MANAGEMENT SCIENCES (IMS) 40

 HCL provides most economic Leaptop & Desktop in India At HCL DIGILIFE Store, one can get wide range of products such as Leaptops, Desktop, Mileaps, IPods, Cameras, Printers, Mobile phones, x-box, LCD TVs, Plasmas & Projectors, etc. HCL is only company in India which provides service 24x7x365 (which is known as HCL TOUCH). HCL has launched Worlds smallest laptop, ie Mileap x- series 1. HCL Ltd is a national distributor for NOKIA Cells and Accessories, LCD TVs, Plasmas & Projectors, Apple IPods & Accessories, Kodak Camera, Canon printers, Microsoft software, X-box & Microsoft Accessories. INSTITUTE OF MANAGEMENT SCIENCES (IMS) 41

Chapter 8- CONCLUSION The sample size of my survey was 100. I have tried my best to get the maximum out of survey. After analyzing the result of my questionnaire I have arrived to the conclusion, which is as follows: HCL has successfully achieved their objective of getting the potential customers through promotional activities and also to boost the sale.. The promotional activity was helpful to know the customers perception towards HCL by getting information from promotion. Regular use of promotional tools is necessary for giving more exposure to the product in the market. The customers came to know about HCL products/services and its benefits through promotional activities which seemed to be the key factor to achieve the prospective customers. Most of the respondents believe in brand name and good configuration. As such many of them are attracted to the HCL brand. Moreover, the existing users of HCL are found to be satisfied from the features as well as accessibility of the laptops/desktops. The company also should open more showroom of HCL for getting more publicity and positive response. This means HCL has very high reputation in cities like Jammu & HCL should Kashmir. also promote through the TV Channels, magazines and national newspapers which will make the brand more and more popular. According to Survey I found that the position of HCL Desktop is No. 1 and the Laptops are No. 3 in retail market. Maximum 49.48% customers are satisfied with his service also. The customer needs a better look, good quality and after sales service in cheaper price. At the time of buying a product customer is also curious about the free accessories which comes with the product. INSTITUTE OF MANAGEMENT SCIENCES (IMS) 42

 Taking interview of the respondents was quite a difficult job. canopy shows. The study of promotional activity was conducted only in the city of Jammu. Some people refuse to meet me done only at showroom, corporate The promotional activities were regarding live demo of the product.and societies. Limited response from respondent not given permission and they charged more for Many corporate and societies were response may not reveal the accurate picture as accurate data was not revealed by the respective respondents. Some customers have been found to have biasness in their response because of good and bad experience with the HCL, which they were having. Most of concern person were busy with their work. Many of the respondents did not submit their form properly filed. The data is collected from the selected areas in Jammu. Lack of time, as the study was conducted only for the period of two months. However in spite of these limitations all efforts have been put to make the project correct, INSTITUTE OF MANAGEMENT SCIENCES (IMS) effective, and genuine. 43

Chapter 9- LIMITATION

Chapter 10- RECOMMENDATIONS After conducting this survey, it was founded that HCL is sharing a good reputation in the market. I could hardly suggest the are satisfied with HCL. HCL laptop/desktop users following suggestion:The company should open exclusive showrooms for HCL Products and accessories in A regular use of promotional tools should be done till the products get good exposure in Jammu city. Tthe advertisement campaign should be made more effective, attractive so that people will he market. Table to understand it advertise more in newspapers and news channels. be he company should or recall. E ustomer makes their purchase decision differentiate the products means that a Cffective schemes should be launched to before entering the shop itthan others and to interact the customers. customer decides which brand of laptop they want to buy. So it is very necessary to get The company should make tie-ups with can beshopping putting glow signboards and their attention before they enter shop this more done by malls and multiplexes for promotional activities. other attractive hoardings on busy places like Gandhi Nagar, City Square Mall etc. The company should also make tie-ups in residential areas and organize game shows, canopy shows and contest etc. so that they can get the data of their targeted customers. The company should make offers like giving free gifts and discounts to attract the people towards buying the products. Advertisement campaign should be made more effective for increasing the sales. After sales service should be more improved. Easy loan facility should be provided to customers so as to increase the sales. INSTITUTE OF MANAGEMENT SCIENCES (IMS) 44

e)

Chapter 12 - Annexure QUESTIONNAIRE Name: ____________________________________________________ Gender: male female Contact no.________________ Profession: _______________________________ 1. Which brand of laptop/desktop will you give the preference? Why ?___________________________________________________________________ a) HCL b) DELL c) HP d) Sony e) other______________ 2. Are you aware of HCL product & services? ______________________________________________________________________ 3. WhatYes b) No a) is your opinion towards HCL products & services? 4. Have you good c) satisfactory a) Very heard about HCL touch (24x7 SERVICE SUPPORT . 4000 CITIES)? 5. After sales services which brand services is the best? a) good d) poor b) Yes b) No a) HCL b) HP c) Sony d) DELL other______________ 6. Does the Promotion help in better product awareness? INSTITUTE OF MANAGEMENT SCIENCES (IMS) ________________________________________________________________________ 46 ________________________________________________________________________

7.

Whether Promotional activity Profitable/ beneficial to you? 8.________________________________________________________________________ Have you ever purchased anything during or after the promotion? 9.________________________________________________________________________ Does brand ambassador create more value in the product? a) Always b) Sometime c) Never 10.________________________________________________________________________ What type of promotional activity attracts you more & required by company? 11. Have you ever ignored the promotional activity? Why? a) Advertisement (Paper, TV) b) Canopy & Road shows ________________________________________________________________________ 12. Where the promotional activities can be effective and get more response? ________________________________________________________________________ c) Discountsd) Gifts/Lucky drawse) broacher distribution 13. What is your opinion towards less promotion more discount? ShowroomsShopping malls ________________________________________________________________________ 14. Any suggestion_____________________________________________________ a) Strongly agree b) Agree Society/corporateInternet INSTITUTE OF MANAGEMENT SCIENCES (IMS) c) Disagreed) strongly disagree. other____________________ 47

Chapter 11 BIBLIOGRAPHY MARKETING MANAGEMENT--------------------------------PHILIP KOTLER MARKETING RESEARCH--------------------------------------DILIP SARWATE WEBLIOGRAPHY www.google.com www.hcl.in www.hclinfosystemsltd.com. Companywww.hcltech.com. Brochures. booklets, pamphlet, INSTITUTE OF MANAGEMENT SCIENCES (IMS)

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