SUMMER PROJECT REPORT Corporate Selling and Feedback For HCL
SUBMITTED TO: M.B.A./MARKETING
SUBMITTED BY: SANJAY YADAV
PREFACE The M.B.A curriculum is designed in such a way that student can grasp maximum knowledge and can get practical exposure to the corporate world in minimum possible time. Business schools of today realize the importance of practical knowledge over the theoretical base. The research report is necessary for the partial fulfillment of M.B.A. curriculum and it provides an opportunity to the researcher in understanding the industry with special emphasis on the development of skills in analyzing and interpreting practical problems through the application of management theories and techniques. It is a new platform of learning through practical experience, which incorporates survey and comparative analysis. It gives the learner an opportunity to relate the theory with the practice, to test the validity and applicability of his classroom learning against real life business situations.
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ACKNOWLEDGEMENT “Never tell anyone that you are doing special, Going on a diet, Exercising, taking a course, or quitting smoking. They’ll Encourage you to death” --Lynn Johnston Now having successfully tried all of the above, I must say I disagree with the quote, especially when it comes to prepare a project. When we are trying hard to get down to preparing a project like project on corporate selling & feedback for HCL after a tiring day at college or Waiting for the dreaded rejection slip that hangs over every student’s head like a guillotine during the preparation of final project, at this time we need all the encouragement we can get. This encouragement is more effective than other that are given at another situation. It is very difficult to prepare a project almost when we are new for this experience. Without any help or guide it is not easy to achieve given target. It is my first time to give my report on research that is done by me. Here was very typical confusing work of it. The research 3
work requires co-operation of many people and this work is no exception. It is difficult to thank individually all the persons who patronized this work. The researcher had asked for favors, borrowed ideas, expressions and facts from so many that it would require one volume to give credit to all. So, the researcher wants to thank all the patrons of this report. I take the opportunity to express my deep gratitude to Hindustan Computer Limited (HCL). To taking me as a summer trainee & extending me their full support & co-operation towards the completion of this project. First and foremost, I express my deep sense of gratitude to Mr. P.K. VAISH (Area C.E manager of Hindustan Computers Limited Allahabad). His helping nature and his enthusiasm has been source of constant inspiration. His unhitching support during my work is very admirable. He is the true driving force behind this work throughout, constantly encouraging us to do my best and inspiring us to aim higher. I also would like to give gratitude to Mr. Ashok singh Shekhawat (Market Developer) for help in project. I gratitude to Dr. Raghuveer Singh who provide me this training & give guidelines to complete the project. I am also very thankful to all the faculty members, the whole college staff for providing me with necessary facilities and support, essential for bringing out this work in a short time.
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We want to thank our friends who extended their cooperation and were patient at all stages of our work. Last but not the least, we are thankful to all Retailers who gave us their precious time and support to fulfill this task, without their co-operation the study would not have seen the light of the day & complete. SANJAY YADAV M.B.A. SDCMS MUZAFFARNAGAR
EXECUTIVE SUMMARY HCL Infosystems, India's premier information enabling and integration
company,
has
received
the
ISO
9001:2000
certification specifies requirements for a quality management system where an organization needs to demonstrate its ability to consistently provide product and services that meets customer
and
applicable
regulatory
requirements.
ISO
9001:2000 also aims to enhance customer satisfaction through the effective application of the system, including processes for continual improvement of the system and the assurance
of
conformity
to
customer
and
applicable
regulatory requirement. 5
We are happy that HCL Infosystem has been able to provide services of international standard to customers across India. This Certification will enable us to further excel on the stiff service targets that we have set for ourselves to achieve. HCL Infosystem completed acquisition of FEC Singapore Pvt. Ltd. The Company’s acquisition strategy, too, maps into building a long-term and sustainable growth path based on the highmargin, high value-add IT services sector. In fiscal 2000, the company’s
focus
was
on
organic
growth
as
well
as
acquisitions. The next step was expanding its reach globally. For this, HCL Infosystem has set up five overseas subsidiariesin the US, the UK, Singapore, Australia and Malaysia. The menu of HCL Infosystem global services broadly covers IT consulting and professional services in the area of vertical applications, technology integration, ERP implementation and software
development.
This
also
includes
a
complete
portfolio of systems and network services for development. This also includes a complete portfolio of systems and network services for Facilities Management, Helpdesks, Systems Supports and network and Internet Implementation. HCL
Infosystem’s
global
customers
include
Samsung,
Government of Singapore, and AMAL insurance Jurong Port in Singapore and Malaysian’s BSN commercial bank, SIA, DBS bank, Maybank life assurance charted semiconductors. 6
HCL Infosystem chosen platform of total technology integration lends itself to some very significant alliances with the global leaders. Among its partner are HP for high end AISCE/UNIX services and workstation and HP Open view network management solution; Intel for PC and PC server building blocks; Microsoft,novell and SCO AG solutions; Red hat ;Linux; Samsung; Pivota for CRM solution and ORACLE Sybase and Informix for RDBMS platform. Today the company has aligned its operations into five entities that offer seamless linkages for the customers seeking entry into the wired world through total the. ‘Integration solution ands services’. HCL Infosystems focuses on the ever-growing segment in Imaging, Telecom and Communication products solutions and services. Now it has an exclusive sale and support partnership with Toshiba Corporation, Japan, for sales and servicing of its imaging and photocopier products. HCL Infosystems product portfolio covers a range of other office automation and communication
products
through
alliances
with
world
leaders. The Managed Network Service offerings for corporates include VPNs, ASP offerings, Co Location/ hosting, CDNs, security, corporate internet telephony solutions, technical and consumer help desks, 24/7 Network Operations Centre monitoring and a host of value added networking services. 7
Consumer services include dialup PSTN/ISDN Internet access, Valufon calling cards and VoIP telephony devices.
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TABLE of CONTENTS TITLE PAGE PREFACE ACKNOWLEDGEMENTS EXECUTIVE SUMMARY OVERVIEW ABOUT HCL Introduction Company History Mission &Vision of HCL RESEARCH METHODOLOGY Title of Study Object of the work Objective of Study Management Objective Research problem Research Design Data Collection Developed the research frame Nature of Study Data Source Instrument Used Sample size
DATA ANALYSIS & GRAPHICAL DATA INTERPRETATION MAJOR PLAYERS IN THE MARKET
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ROLE OF ADVERTISEMENT MARKETING STRATEGY ALLIANCE & PARTNERSHIP MARKETING & SELLING STRATEGY THE DECISION MAKING PROCESS CUSTOMER RELATIONSHIP MANAGEMENT FINDING & LIMITATION SUGGESTION & RECOMENDATON COCLUSION BIBLIOGRAPHY QUESTIONAIRES
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INTRODUCTION Evolution in India a reality. Shiv nadir and five of his colleagues got together and 1975 set up a new company MICROCOMP to start with; they started to capitalize on their marketing skills. Micro comp marketed calculators and with in a few month of starting operation, the company was out selling its major competitors. On 11th August, 1976 HINDUSTAN COMPUTERS LIMITED was incorporated as joint venture between the entrepreneurs and UPSCE, wit an initial equity of Rs.1.83 Lakhs. Despite
HCL’s
rapid
success,
the
company
faced
many
challenges in growing and expanding its business. Before long, the company was able to secure a better financial position for itself and opened two additional offices in Calcutta and Mumbai .After 8 years, HCL become the largest computer system and services company in India.
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COMPANY HISTORY HCL Infosystems 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: 1986 :The company was established on 17th April. The object of the company is manufacturing of and leading in complete range of Mini Computers Micro processor based systems, Electronics
Instruments,
Micrographic
and
reprographic
equipment and manufacturing and marketing of electronic EPABX systems and electronics Teleprinters. 1989: The company entered into an agreement with Hewlett Packard of US for the sale and leaving of the Super Mini and Mainframe computers to be manufactured by Hewlett in India. 1996: The performance was adversely affected due to rise in dollar exchange rate, tight liquidity position in the market,
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political uncertainty coupled with deferment of capital expenditure by the Government Departments. 1997: The Company commissioned its second state-of-the-art manufacturing facility at Sedarpet near Pondicherry. The Company has the largest network of spare-stocking locations, supported by Test and Repair Centres which reduces the inventory level and increases the spares availability at any time. To meet critical requirements within 4-5 hours, the company has tied-up with Indian Airlines to deliver spares in major metro cities. 1998: The Company tied-up with Intel Corporation for Server technology, resulting in the introduction of the Infiniti Global Line range of PC Servers which incorporate building blocks from Intel and are integrated and tested extensively for Indian condition. 1999: The Board of Directors unanimously appointed Mr. Ajai Chowdhry as Chairman and Chief Executive Officer with effect from 5th November. 2000: HCL has launched a new range of PCs (Ultima and Elite models) under its Beanstalk range of PC's at its Pondicherry plant. The Company entered into an agreement with US-based In focus for distribution and technological support of the latter's data and video projection products in the country. HCL Infosystems Ltd. has launched the Nokia professional Centre (NPC) in Chennai as part of the expansion program to 13
open Nokia centers in India which will enable customers to choose the right model and accessories suiting their life style. HCL Infinet, the Internet start-up of HCL Infosystems, and media group, Asian Age, have set up a joint venture called Asian Age Infinet. HCL Infosystems Ltd has launched in India the
Swedish
major
Ericsson's
Generation
X
Business
communication too, "Next Call Centre". HCL Infinet Ltd., the Internet services subsidiary of HCL Infosystems, has tied up with UBS Publishers' Distributors Ltd., one of the largest distributors of books in the country, to sell books online through its soon-to-be-launched portal. - HCL Infosystems has entered into a tie-up with Broad Vision for providing personalized e-business applications to is clients. 2001:HCL Infosystems and Intel have jointly launched an ebusiness
solutions
program,
targeting
new
market
opportunities in segments such as Internet service providers, application service providers, banking and finance. HCL InfiNet Ld., the Internet services subsidiary of HCL Infosystems, has launched an authenticated payment gateway for its portal, www.hclinfinet.com, in association with Citibank
to
enable
customers
to
carry
out
secure
transactions online including buying Internet access. HCL
Infosystems
is
setting
up
a
managed
off-shore
development centre at its NOKIA software development 14
facility for Stretch Systems -- the Singapore-based IT systems and technology developer. 2002: HCL Infosystem joins hands with Sun Microsystems India to provide end-to-end solutions to business. HCL Infosystem says it is the No.1 PC Co in India in 2001. 2003: HCL Infosystem receives the project to completely automate the Value Added Services (VAT) of Andhra Pradesh. 2004: HCL Infosystem forays into digital entertainment sector HCL touches one lakh milestone in desktop sales HCL Infosystem ties up with Union Bank 2005: HCL Launches Micro Balanced Technology Extended (BTX) Form Factor for desktops in India on February 10, 2005. HCL Infosystem unveils PC for Rs.12, 99
MISSION AND VISION OF HCL VISION STATEMENT "Together we create the enterprises of tomorrow" MISSION STATEMENT "To provide world-class information technology solutions and
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services to enable our customers to serve their customers better"
16
HCL
HCL TECHNOLOGY HCL Infosystem
HCL INFOSYSTEM
having its another three branch. Which is
being mention below
17
HCL INFOSYSTEM
D.S.O.
FRONTLINE
S.S.O.
Project Report 18
MY ACHIEVEMENTS I had a nice moments with
HCL Infosystem
during my five
week’s summer training. Firstly I got summer placement for enjoying my summer training from HCL Infosystem. It was good news for me. It was golden time to know the real corporate world. Before that every moment I had only bookish knowledge about the organization, corporate and about the organization culture. It was the time when one can apply the theoretical knowledge for the practical purpose.
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These one and half months with HCL are unforgettable for me. The experience which I got during these days was tremendous. I have made good relation with so many people in frontline division where I did my project & other division. Everybody over there I found nice & helping. I also made some good friends trainee there. We also had the facility to play table tennis during lunch time but I never got that opportunity. Really, the experience I have got from my project will be very helpful to enrich and nourish my career.
RESEARCH METHODOLOGY
Title of Study The title of the study is “Marketing Strategy of HCL for ALLAHABAD Region an analysis & prognosis”. According to the title the research problem is “What are marketing strategy & sales promotion techniques of HCL for retailers in market”. 20
Type of Research Exploratory Because I am this research I am exploring the strategies of company. Object of the work Use of computers has increased tremendously in India. Every age of group like it, now days it become a household necessary item. In field of marketing many kind of surveys are conducted by HCL team time to time. This is end & last feedback for any kind of organization. By the specific survey, which was conducted by HCL infosystem want to know about the right picture of market of Allahabad region? This work study provides extensive information about the position of company’s brand in Allahabad.
OBJECTIVES OF THE STUDY Management Objective
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To fuel initiative and foster activity by allowing individuals freedom of action and innovation in attaining defined objectives. People Objective To Help HCL Insys people share in the company’s success, which they make possible; to provide job security based on their performance; to recognize their individual achievements and to help them gain of satisfaction and accomplishment from their work. Core Values It uphold the dignity of individual It honour all commitments It is committed to quality, Innovation and growth in every endeavor It is responsible corporate Citizens.
Research Problem • HCL Corporate selling and feedback and market share of HCL and compared to other IT companies. • The business of HCL and the company through its researchers wants to know the potential in order to expand and retain its market share. Research Design • Determined the Information Sources: The researcher gathered data through secondary sources. •
PRIMARY DATA is collected through questionnaire, search and research through place where today’s computer has been mostly used.
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•
SECONDARY DATA is being search sites like magazines, newspapers, journals websites and the data has been collected through other approaches.
Data Collection The researcher collected information through the official websites, magazines, and journals. Developed the research frame This included deciding upon various aspects for the project on which the entire research is based. The research frame included: Nature of Study The project on which the researcher worked is descriptive and inferential in nature.
Data Source The researcher took the help of both primary as well as secondary sources. Secondary sources being interaction with various IT people of the selected and has been chosen for the research by the researcher. Secondary sources being the internet as the medium and the official sites of the companies of IT sectors and corporate selling and feedback of HCL. Instrument Used The researcher for the research used a Questionnaire cum Schedule for market research for both the segments horizontal and vertical. The Questionnaire was prepared by the researcher and Schedule was provided by the company in which the researcher did its research report. Sample Size
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Sample size for the research is fixed. It counts to 55. That is the HCL companies and corporate selling and feed of HCL in comparison between other IT sectors.
DATA ANALYSIS AND GRAPHICAL DATA INTERPRETATION SAMPLE SIZE:55
1. What type of computers do you use? i) Branded ii) Assembled Branded Assembled
37 18
It was observed that almost 67% of the people use branded computers or other gadgets for their business purpose. Hence can be concluded that more people want branded products as they are not ready to compromise with the quality and services being provided. 24
2. What brand computers do you use? i)
HP
ii)
HCL
iii)
ACER
iv)
Others
Brand used HP HCL ACER Others
Total nos. 7 14 13 21
This observation showed that HCL is among the top used brands. Major part under the pie-chart goes to HCL. So HCL should continue making efforts to attract new market and sustain the existing market. 3. What is the number of installed desktops? i)
Less than 15 25
ii)
15 – 50
iii)
75 – 200
iv)
200 – 500
Installed desktops
Total nos.
<15
19
15 – 50
21
50 – 75
11
75 – 200
3
200 – 500
1
Most of the surveyed and found the use of computers within the 15 – 55 range. So it can be inferred that the main market is which lies in the middle range. Thus we targeted mainly on SME(Small and Medium Enterprise). 4. What is the number of used servers? i)
1
ii)
2 26
iii)
3–5
iv)
5
Servers used 1 2 3–5 >5
Total nos. 10 11 21 13
From this observation, it was concluded that number of server were directly proportional to the number of desktops used. 5. What is the number of installed laptops? i)
1–5
ii)
5 – 15
iii)
15 – 30
iv)
>30 Number of laptops
Total nos.
1–5
20
5 – 15
22
15 – 30
8 27
>30
5
It was observed that maximum computers and laptop users ranging between 5- 25. This area can be focused. 6. What is the brand used for laptops? i)
HCL
ii)
Toshiba
iii)
Lenovo
iv)
Others
Laptops brand HCL Toshiba Lenovo Others
Total nos. 11 19 13 12
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Observation showed that Toshiba was the major brand used in laptops. Various other brands like HP and Samsung etc. are also used. HCL has also a good market share. 7. Do you have AMC? i)
Yes
ii)
No
Hospitals place having AMC Hospitals place not having AMC
Total nos. 30 25
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According to above graphical data interpretation, that is the most important places where computer has been used and it has been observation and shoed that less that 60% hospitals have their AMCs. This area can also be considered.
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MAJOR PLAYER IN THE MARKET 1) Accord Communications Ltd. 2) BPL Telecom Private Ltd. 3) Matrix Telecom Private Ltd. 4) HCL Infosystems Ltd. 5) Coral Telecom Ltd. 6) Bharti Teletech Ltd. 7) Intellicon Private Ltd. Accord Communications Ltd. Incepted in the year 1990, at Accord our mission is to reach business excellence through value-based communication services and uncompromising quality. Involved in the core business of Manufacturing, Marketing / Exports & Servicing of PABX / KTS Systems, we are recognized experts in our field as we conquer new thresholds in Communication Technology. Today approx. above 1.0 Million Ports are in operation & being maintained by us. The company attributes its overwhelming success to the dedicated team, who sees its vision, believes in it and helps it achieve its goals. Our Business Objective is to attain Customer Satisfaction followed with Repeat Sales & Transparent working. BPL Telecom Private Ltd BPL Telecom Private Ltd. provides cutting-edge solutions, services and products in the broader areas of Consumer Telecom Products, Enterprise Communications Products, Power Line Communication Equipments for the Power utility segment, with a dedicated focus towards hardware and software solutions for highly competitive global markets. Specific offerings span the areas of Consumer Telecom Products, Enterprise Communication Products, Power Line
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Communication Equipments and Products for the Enterprise & Utility BPL Telecom produces a wide range of innovative, high-tech customer premises equipment, including Push Button Telephones, Cordless phones, Speaker phones, FM Radio Phones, answering machines etc. Matrix Telecom Private Ltd Matrix is competitor of HCL Infosystem ltd in telecom market. As an innovative, technology driven and customer focused organization, the company is committed to keeping pace with revolutions in the telecom industry. This has resulted in bringing forth of cutting edge products like Digital PBXs, Digital and ISDN Key Phone Systems, GSM FCTs, GSM Gateways, VoIP Products, Voice Messaging Products, Intercom Security Products and PLCC EPAXs. With over 1,000,000 line units installed and growing by over 1000 line units per day, the installed base of Matrix connects over 10,000,000 calls every day. Thus, Matrix has gained the trust and admiration of users representing the entire spectrum of industries. No wonder, Matrix has won awards for the Best PBX and Key Phone System Company. Coral Telecom Ltd Coral Telecom’s portfolio of solutions cover the full range of communication needs, delivering highly flexible, reliable and cost effective solutions to suite the various needs of its customers with extensive scalability for investment. The company exports its products to 14 countries across the globe with a strong presence in UAE, South Africa and East Africa. Its products are approved by the telecom regulatory authorities of South Africa, Sri Lanka, Kenya, Tanzania, UAE and other.
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Bharti Teletech Ltd Established in 1985, Bharti Teletech is a subsidiary of India’s leading business conglomerate, Bharti Enterprises. The Company is currently engaged into distribution & marketing of wide range of products that include Smart Phones, high quality cordless phones, modems, audio / video conferencing products, Free To Air Set Top Boxes, Fixed Cellular Phones & Fixed Wireless Terminals. The alliances are with Blackberry, Apple, ASUS, Polycom, Transcend, Logitech, Huawei, Samsung, Aastra, Panasonic and Sanyo. Apart from this, Bharti Teletech is also engaged into manufacture of high quality landline telephones at its manufacturing operations Ludhiana under Beetel brand for Airtel, BSNL / MTNL as well as retail market & exports to over 30 countries across more than 5 continents. Bharti Teletech currently commands a leading share in retail as well as the telecom service provider segments. Buoyed by its experience & success in distribution & marketing as well as the changing sphere of Indian economy, the Company plans to offer a high range of products to the consumers, going forward. Intellicon Private Ltd Intellicon began its telecom operations in 1988, manufacturing C-DOT based Digital EPABX Systems. By 1991-92, The Company quickly progressed to become the largest manufacturer in this product range, duly recognized with a prestigious Productivity Award from C-DOT. The product was customized to suit various niche markets such as Police, Defense and Electricity Boards, Networking Projects, Railways, Group EPABX Systems for DOT Franchisees etc. The Call Management Package along with Terminal based 33
Console (Termcon) became extremely popular among cost conscious corporate and attracted a large private market.
ROLE OF ADVERRISMENT Consumerism is the new word of today’s market. Market belongs to the consumers and he is the king. His tastes and preferences have undergone a big change. When a new product enters the market it needs a lot of promotion. Promotion can be done by different ways. For promoting a product whether it is raw material or finished product, a lot of things have to be done like free offers, introduction of products in the market. In old days, people generally have a very limited choice. There was no much variety. There were also limited means of advertisements. Technology was not much developed. The only means of advertisement was through radios or newspapers. Now, more modern means like television and computer have come in every house. This is a great means to advertise articles whether it is clothes, television, consumers good or any other accessories. An advertisement is a means to promote a thing. There are various ways of advertisements like putting hoardings on the walls near residential areas or ad on radios or television. The budget and the sources decide which will the best medium to advertise for a company. When a product is further improved, even then the advertisement is needed. Advertisement plays a great role in 34
making a good popular as it makes people aware of the product, its benefits and price. In today’s world, when we go to the market, we find wide variety of goods. Even a small thing like soap has too many varieties and brands. There are a large number of companies manufacturing the product. So it is the consumer who decides the final choice he has made. It is the consumer who is decision maker of any product. When a new product is launched, it needs some media through which it can be promoted. So, distributing pamphlets, advertisement in newspapers, television play a great role in promoting it. Technology has further improved ways to advertise a thing; internet in computer has become a one of big source to promote a thing. Now it is not always a product which needs popularity. If any new website or a business or any upcoming institution which has been just launched, it needs to be introduced to the consumers. Proper and clear flow of information plays a great role in today’s business world. The more precise and meaningful is the message contained in the advertisements, the more effective it would be. The type of classifieds has also changed. More and more techniques are now coming in add world. The more use of colors and graphics have made ad world more effective. Digital techniques have given classifieds a new spice. Multimedia is the new in thing. Here is something for the people who wish to advertise. This website can provide you with a solution to your problems. We provide you various offers so that you can advertise through this website. There are very effective templates and designs you can select for your advertisements. Very cheap rates for any kind of classified advertisements will be charged.
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MARKETING STRATEGY Mr. Paul added, "As part of our strategy to sustain the number one slot, we plan to introduce new products that have been designed bearing the customer needs in mind. We hold numerous user meets across the country every year to get customer feedback and these new launches are a result of this painstaking, yet rewarding exercise," HCL Insys, a technology integrator, offers its customers technology solutions across multiple platforms. This is as a result of its expertise in developing state-of-the-art indigenous enterprise solutions; understanding of the networking technology; its design capabilities in product engineering; integrating diverse hardware components and its access to specialised technology for turnkey projects through partnerships with various world class players. With a definite and distinct focus on enterprise solutions and 36
personal computers, HCL Infosystems (HCL Insys) has direct customer service centres at 143 locations, 6 software export factories and a state-of-the-art manufacturing facility. HCL Insys has five overseas business entities in US, UK, Australia, Singapore and Malaysia. HCL Insys manufacturing process are ISO 9001 certified, while its software development processes have achieved SEI CMM Level 4. The company has recently set up an Internet subsidiary called HCL Infinet Limited that will provide value added Internet services in the B2B and B2C areas. With a mission statement to provide world-class information technology solutions and services to enable its customers to serve their customers better, HCL Insys is setting new standards of information technology in India
MANAGEMENT HIERARCHY LEADERSHIP
37
Shiv Nadar Founder HCL, Chairman and CEO HCL Technologies Ajai Chowdhry Co-Founder HCL, Chairman and CEO HCL Infosystems J V Ramamurthy Chief Operating Officer HCL Infosystems Ltd
38
Vineet Nayar President: HCL Technologies Ranjit President and CEO of the HCL Technologies (BPO)
KEY PARTNERSHIPS 39
40
ALLIANCE AND PARTNERSHIP To provide world-class solutions and services to all our customers, we have formed Alliances and Partnerships with leading IT companies worldwide. HCL Infosystems has alliances with global technology leaders like Intel, AMD, Microsoft, IBM, Bull, Toshiba, Nokia, Sun Microsystems, Ericsson, NVIDIA, SAP, Scansoft, SCO, EMC, Veritas, Citrix, CISCO, Oracle, Computer Associates, RedHat, Infocus, Duplo, Samsung and Novell. These alliances on one hand give us access to best technology & Products as well enhancing our understanding of the latest in technology. On the other hand they enhance our product portfolio, and enable us to be one stop shop for our customers.
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MARKETING AND SELLING STRATEGI Now days every companies playing strategies so as to attract customers and increase revenues and also customer base. Pent-up demand, attractive price points and economic stability propelled PC growth. PCs are acting as entertainment centers with TV functionality, supported by the digital sound experience and large screen displays. At present in the market many of telecom companies are running their business. They introduce their product forcibly, in this way HCL Infosystem Ltd. Differentiate itself with their successful marketing strategy. HCL Infosystem Ltd. telecom technology's position relative to these drivers: •
Price: HCL Infosystem Ltd adopts a strategy to sell their product on DGS&D rate contract these are the government approved rate contract. So there is no doubt in government purchases.
•
Features: Within the given product module, company introduce best business communication technology ie. IP PBX. it consist number of feature.
•
Service Offering: HCL Infosystem is only a company to provide direct customer services to their customer. In this way company provide best services to their customer.
•
Product Flexibility: HCL Telecom Technology will strive to maintain a lead in the ability of the operator to easily add schemes and re-configure the system. In addition, HCL Telecom Technology will maintain an open environment. HCL technology is easy to install & easy to use.
42
•
Vendor Experience: HCL Infosystem Ltd. will follow a stepped strategy to be sure we under-commit and overdeliver to our customers. HCL Infosystem Ltd has a joint venture with best vendor and suppliers of like Aastra, tadiran Coral etc.
THE DECISION MAKING PROCESS Decision makers, who are used to depending on their past experiences, must make decisions and take actions in the rapidly changing world we face today. In this turbulent environment, the ability to successfully view the current situation through the traditional "good judgment" viewpoint is weakened through increasing external noise (a multitude of information sources on multiple topics) and changing.
43
Buyer behavior - Decision-Making Process Research suggests that customers go through a five-stage decision-making process in any purchase. This is summarized in the diagram below:
This model is important for anyone making marketing decisions. It forces the marketer to consider the whole buying process rather than just the purchase decision (when it may be too late for a business to influence the choice!) The model implies that customers pass through all stages in every purchase. However, in more routine purchases, customers often skip or reverse some of the stages. A customer can obtain information from several sources: •
Personal sources: family, friends, neighbors etc.
•
Commercial sources: advertising; salespeople; retailers; dealers; packaging; point-of-sale displays.
•
Public sources: newspapers, radio, television, consumer organizations; specialist magazines.
•
Experiential sources: handling, examining, using the product 44
Research suggests that customer’s value and respect personal sources more than commercial sources (the influence of “word of mouth”). The challenge for the marketing team is to identify which information sources are most influential in their target markets. The final stage is the post-purchase evaluation of the decision. It is common for customers to experience concerns after making a purchase decision. This arises from a concept that is known as “cognitive dissonance”. The customer, having bought a product, may feel that an alternative would have been preferable. In these circumstances that customer will not repurchase immediately, but is likely to switch brands next time. To manage the post-purchase stage, it is the job of the marketing team to persuade the potential customer that the product will satisfy his or her needs. Then after having made a purchase, the customer should be encouraged that he or she has made the right decision
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CUSTOMER RELATIONSHIP MANAGEMENT (CRM) Customer Relationship Management (CRM) refers to the methodologies and tools that help businesses manage customer relationships in an organized way. CRM is a term that is often referred to in marketing. However, there is no complete agreement upon a single definition. This is because CRM can be considered from a number of perspectives. In summary, the three perspectives are: 1. CRM from the Information Technology Perspective. From the technology perspective, companies often buy into software that will help to achieve their business goals. For many, CRM is far more than a new software package, the renaming of traditional customer services, or an IT-based customer management system to support sales people. However, IT is vital since it underpins CRM, and has the payoffs associated with modern technology, such as speed, ease of use, power and memory, and so on. 2. CRM from the Customer Life Cycle (CLC) Perspective. The Customer Life Cycle (CLC) has obvious similarities with the Product Life Cycle (PLC). However, CLC focuses upon the creation of and delivery of lifetime value to the customer i.e. looks at the products of services that customers need throughout their lives. It is marketing orientated rather than product orientated. Essentially, CLC 46
is a summary of the key stages in a customer's relationship with an organization. 3. CRM from the Business Strategy Perspective. The Business Strategy perspective has most in common with many of the lessons and topics contained on this website, and indeed within the field of marketing itself. The diagram below shows the Marketing Teacher Model of CRM and Business Strategy. Our model contains three key phases customer acquisition, customer retention and customer extension, and three contextual factors - marketing orientation, value creation and innovative IT. CRM MODEL
A commonly cited definition of CRM is that of CRM (UK) Ltd (2002), 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. The relationship is supported (but not driven) by cutting edge IT. The business strategy is based upon the recruitment, retention and extension of products, 47
services, solutions or experiences to customers. This is the core of CRM.
FINDINGS & LIMITATIONS Every project has some limitations even the researcher came across some limitations while working on the project which made the analysis a little inappropriate at times. Some of the basic limitations faced during the research are listed below: Only limited number of government organization and banks where it has been found 50 players was covered in the study. • Most of the research was based on cold calls. •
There was a bias on the part of the respondents.
• The research is based on Lucknow market.
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• At the time of research several time most of the Administrative officers were not present in their departments. • At the time of research most of the administrative officers did not sincerely respond to the researcher.
SUGGESTION AND RECOMMENDAATION • HCL is having large number of channel partners but it is not supporting & taking care all of them equally which results in increasing discontentment among new channel partners because its not possible for company to support all of them equally. Company should take some positive action against it. • Company executive should pay proper attention towards checking of various components of PC and telecom 49
before end user delivery. Otherwise it tends towards defame of brand name in comparison to rivals. • Need to expend customer care center as the consumer base of HCL Infosystems is increasing with tremendously fast pace. • Proper attention should be paid for advertisement planning otherwise it may lead to problem for dealer and customer as well as for company. • Company should tie up with some event management company to organize various promotional activities like canopy, Carnival.
CONCLUSION Marketing is a very crucial activity in every business organization. Every product produced within an industry has to be marketed otherwise it will remain as unsold stock, which will be of no value. I have realized this fact after 50
completion of my summer training project. Despite of various difficulties and limitations faced during my summer training project on the topic “MARKET POTENTIAL FOR EPABX SYSTEMS, USE OF DGS&D RATE CONTRACTS AND LEAD GENERATION THROUGH MAILERS” . I have tried my level best to find out the most relevant information for the organization to complete the assignment that was given to me. After completion of my summer training project I have gained several experiences in the field or sales marketing. I have got the opportunity to meet various people, which fluctuate in different situation and time. This summer training project has given me the opportunity to have first experience in the corporate world. Theoretical knowledge of a person remains dormant until it is used and tested in the practical life. The training has given to me the chance to apply my theoretical knowledge that I have acquired in my classroom to the real business world. I have completed my summer training project in which are involved in its successful completion. In spite of few limitations and hindrance in the summer training project I found that the work was a challenge and fruitful. It gives enough knowledge about the computers market and the distribution process undertaken by an organization. This summer training project has enabled my capability in order to manage business effectively and in my career in future.
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BIBLIOGRAPHY BOOK AUTHOR TITLE
: :
KOTLER PHILIP
MARKETING MANAGEMENT
PLACE OF PUBLICATION
:
DELHI
PUBLISHER
: TATA MC-GRAW HILLS PUBLISHING LTD.
MAGAZINES / JOURNALS / NEWSPAPERS ♦ Business Today ♦ The Financial Express ♦ The Times of India ♦ Company Annual Magazine WEBSITES: ♦ www.hcl.in ♦ www.indiainfoline.com ♦ www.google.co.in ♦ www.hp.com ♦ www.saharacomputer.com ♦ www.acer.com ♦ www.dell.com ♦ www.ibm.com 52
♦ www.hclinfosystem.in
QUESTIONNAIRE
Name ____________________________________ Designation ____________________________________ Address ____________________________________ Contact No. ____________________________________ 1) Do you use Intercom for business communication? a) yes b) no 2) What type of system do you use ? a) Analog EPABX b) Digital EPABX c) Hybrid EPABX d) IP PBX 2) Which type of trunk do you use? a) Analog b) Digital 3) How much port do you use? a) 10-20 b) 20-30 c) 30-40 d) 40-above 5) What are the facilities do you use in the system? a) Call transfer 53
b) Call waiting c) Video/Audio Conferencing d) Others 6) Are you satisfied with the system which you are using? a) Yes b) No 7) If not satisfied, what is the cause of your dissatisfaction? a) Poor service b) High maintenance c) Poor performance d) Unwanted features e) Other reason 8) Do you have AMCs? a) yes b) no 9) What type of company is having the AMC support? a) Regional office of the company b) Any other local player 10)Are you facing any problem with current used product line? a) yes b) no 11)Do you need up gradation in your system? a) yes b) no 12)What is the brand used for business communication system? a) Ericssion b) Tadrian coral c) HCL Palomino IP PBX d) Any other 13)What was the offer that you got when you bought your system? a) Prices discount b) Extended warranty 54
c) Freebies d) Other 14)The basis of buying or upgrading your communication system is.. a) Chang in technology b) On requirement basis c) Sales and Promotional offers d) Predefined timeframes 15)Where do you get the information about the latest offer? a) News paper b) Magazine c) Television & Radio d) Other
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