8/20/2019 Project Report on Marketing Strategies o

http://slidepdf.com/reader/full/project-report-on-marketing-strategies-o 1/34

PROJECT REPORTON

MARKETING STRATEGIES OFHP IN INDIA

SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD OF THE DEGREE OF BACHELOR OF BUSINESS ADMINISTRATION

Under the Guidance o ! Su"#itted B$!

M%& SUMEDHA SE'AL

(ISHNOI

A%%ociate Pro e%%or BBA GEN

MAIMS

8/20/2019 Project Report on Marketing Strategies o

http://slidepdf.com/reader/full/project-report-on-marketing-strategies-o 2/34

Mahara)a A*ra%en In%titute o Mana*e#ent Studie%P+ot No& ,-

Sector ..- Rohini De+hi ,,//01

STUDENT’S DECLARATION

Thi% i% to certi $ that I ha2e co#3+eted thi% Pro)ect tit+ed4Marketing Strategies o HP in In!ia 5 under the *uidance o 4Ms" SUMEDHA 5 in 3artia+ u+ i++#ent o the re6uire#ent o the a7ard o de*ree o Bache+or o Bu%ine%% Ad#ini%tration atMahara)a A*ra%en In%titute o Mana*e#ent Studie%- De+hi& Thi%i% an ori*ina+ 3iece o 7or8 and I ha2e not %u"#itted it ear+ier e+%e7here&

8/20/2019 Project Report on Marketing Strategies o

http://slidepdf.com/reader/full/project-report-on-marketing-strategies-o 3/34

CERTIFICATE FROM THE GUIDE

Thi% i% to certi $ that the 3ro)ect tit+ed 4Marketing Strategies o H# inIn!ia 5 i% an acade#ic 7or8 done "$ 4SE'AL (ISHNOI5 %u"#itted inthe 3artia+ u+ i++#ent o the re6uire#ent or the a7ard o the de*ree o Bache+or o Bu%ine%% Ad#ini%tration ro# Mahara)a A*ra%en In%titute o Mana*e#ent Studie%- De+hi- under #$ *uidance 9 direction& To the "e%t

o #$ 8no7+ed*e and "e+ie the data 9 in or#ation 3re%ented "$ hi# inthe 3ro)ect ha% not "een %u"#itted ear+ier&

8/20/2019 Project Report on Marketing Strategies o

http://slidepdf.com/reader/full/project-report-on-marketing-strategies-o 4/34

ACKNO$LEDGEMENT

Fir%t o a++- I 7ou+d +i8e to e:3re%% #$ than8% toPro " C"S"SHARMA ;Director- MAIMS< or *i2in* #e %uch a 7onder u+o33ortunit$ to 7iden the hori=on% o #$ 8no7+ed*e&

In no %#a++ #ea%ure%- I 7ou+d a+%o +i8e to *rate u++$ than8 to a++ tho%e7ho *a2e #e con%tructi2e %u**e%tion% or the i#3ro2e#ent o a++ thea%3ect re+ated to thi% 3ro)ect&

In 3articu+ar- I 7ou+d +i8e to than8 Ms" SUMEDHA% #$ re%earch *uideor her 2a+ua"+e %u**e%tion% and *uidance&

I a+%o o7e a dee3 %en%e o *ratitude to other acu+t$ #e#"er% or their continuou% encoura*e#ent&

De%3ite a++ e ort%- I ha2e no dou"t that error and o"%curitie% re#ain that%een to a +ict a++ re%earch 3ro)ect and or 7hich I a# cu+3a"+e&

8/20/2019 Project Report on Marketing Strategies o

http://slidepdf.com/reader/full/project-report-on-marketing-strategies-o 5/34

TA&LE OF CONTENTSTITLE PAGE

STUDENT>S DECLARATION I

CERTIFICATE FROM THE GUIDE II

AC?NOWLEDGEMENT III

INTRODUCTION ,

ABOUT HP .

HP FAST FACTS @

HP>S SHARED (ALUES

GLOBAL CITI ENSHIP 1

MAR?ETING MI ,/ COMPETETIONS .@

RESEARCH METHODOLOG .1

RECOMMENDATIONS SUGGESTIONS

FINDINGS AND OBSERATIONS 1

CONCLUSION

UESTIONNAIRE 0

BIBLOGRAPH ,

8/20/2019 Project Report on Marketing Strategies o

http://slidepdf.com/reader/full/project-report-on-marketing-strategies-o 6/34

CHAPTER'(INTRODUCTION

8/20/2019 Project Report on Marketing Strategies o

http://slidepdf.com/reader/full/project-report-on-marketing-strategies-o 7/34

INTRODUCTION

A)o*t HP+

H3 i% a techno+o*$ co#3an$ that o3erate% in #ore than , / countrie% around the7or+d& It e:3+ore% ho7 techno+o*$ and %er2ice% can he+3 3eo3+e and co#3anie%addre%% their 3ro"+e#% and cha++en*e%- and rea+i=e their 3o%%i"i+itie%- a%3iration%and drea#%& It a33+ie% ne7 thin8in* and idea% to create #ore %i#3+e- 2a+ua"+e andtru%ted e:3erience% 7ith techno+o*$- continuou%+$ i#3ro2in* the 7a$ our cu%to#er% +i2e and 7or8&

No other co#3an$ o er% a% co#3+ete a techno+o*$ 3roduct 3ort o+io a% HP& It 3ro2ide% in ra%tructure and "u%ine%% o erin*% that %3an ro# handhe+d %o#e o the 7or+d % #o%t 3o7er u+ %u3erco#3uter in%ta++ation%& It o er% con%u#er% a 7ideran*e o 3roduct% and %er2ice% ro# di*ita+ 3hoto*ra3h$ to di*ita+ entertain#entand ro# co#3utin* to ho#e 3rintin*& Thi% co#3rehen%i2e 3ort o+io he+3% u%#atch the ri*ht 3roduct%- %er2ice% and %o+ution% to our cu%to#er % %3eci ic need%&

MISSIONH3>% #i%%ion i% to in2ent techno+o*ie% and %er2ice% that dri2e "u%ine%% 2a+ue%create %ocia+ "ene it and i#3ro2e the +i2e% o cu%to#er% J 7ith a ocu% on a ectin*the *reate%t nu#"er o 3eo3+e 3o%%i"+e&

8/20/2019 Project Report on Marketing Strategies o

http://slidepdf.com/reader/full/project-report-on-marketing-strategies-o 8/34

HP FAST FACTS

,& HP 7a% ounded in,K@K&.& Cor3orate head6uarter% are in Pa+o A+to- Ca+i ornia&@& Me* Whit#an i% 3re%ident and CEO&

& H3 i% the 7or+d>% +ar*e%t IT co#3anie%- 7ith re2enue tota+in* ,. &. "i++ionor i%ca+ ./,,&

& H3>% ./,, ortune // ran8in* i% no& ,,&1& H3 %er2e% #ore than one "i++ion cu%to#er% in #ore than , / countrie% on %i:

continent%&& H3 ha% a33ro:i#ate+$ @. -1// e#3+o$ee% 7or+d7ide&

0& H3>% re2enue or the our i%ca+ 6uarter% ended Octo"er @,- ./,,! ,. &. "i++ion&

K& H3 dedicate% @&1 "i++ion annua++$ to it% re%earch and de2e+o3#ent o 3roduct%- %o+ution% and ne7 techno+o*ie%&

TECHNOLOG, LEADERSHIP

H3>% three "u%ine%% *rou3 dri2e% indu%tr$ +eader%hi3 in core techno+o*$ area%!,& T-e #ersona. s/ste0 gro*# ! "u%ine%% and con%u#er% 3c>%- #o"i+e%

co#3utin* de2ice% and 7or8%tation%&.& T-e i0aging an! #rinting gro*# ! in8)et- +a%er )et and co##ercia+ 3rintin*-

3rintin* %u33+ie%- di*ita+ 3hoto*ra3h$ and entertain#ent&@&T-e te1-no.og/ so.*tions gro*# ! "u%ine%% 3roduct% inc+udin* %tora*e and

%er2er%- EDS- #ana*ed %er2ice% and %o t7are&

8/20/2019 Project Report on Marketing Strategies o

http://slidepdf.com/reader/full/project-report-on-marketing-strategies-o 9/34

8/20/2019 Project Report on Marketing Strategies o

http://slidepdf.com/reader/full/project-report-on-marketing-strategies-o 10/34

It i% re%ource u+ and ada3ta"+e- and 7e achie2e re%u+t% a%ter than ourco#3etitor%&

1& Meanin* u+ inno2ation

It i% the techno+o*$ co#3an$ that in2ent% the u%e u+ and the %i*ni icant&

HP’S CORPORATE O&JECTI3ES +

,& Cu%to#er% +o$a+t$It earn% cu%to#er% re%3ect and +o$a+t$ "$ con%i%tent+$ 3ro2idin* the hi*he%t6ua+it$ and 2a+ue&

.& Pro it

It achie2e% %u icient 3ro it to inance *ro7th- create 2a+ue or our %hareho+der% and achie2e our cor3orate o")ecti2e%&@& Gro7th

It reco*ni=e% and %ei=ed o33ortunitie% or *ro7th that "ui+d% u3on our %tren*th% and co#3etencie%&

& Mar8et +eader%hi3It +ead% in the #ar8et3+ace "$ de2e+o3in* and de+i2erin* u%e u+ inno2ati2e

3roduct%- %er2ice% and %o+ution%&& Co##it#ent to e#3+o$ee%

It de#on%trate% our co##it#ent to e#3+o$ee% "$ 3ro#otin* and re7ardin* "a%ed on 3er or#ance and "$ creatin* a 7or8 en2iron#ent that re +ect% our 2a+ue%&

1& Leader%hi3 ca3a"i+itie%It de2e+o3% +eader% at a++ +e2e+% that achie2e "u%ine%% re%u+t%- e:e#3+i $ o2a+ue% and +ead u% to *ro7 and 7in&

& G+o"a+ citi=en%hi3It u+ i++% our re%3on%i"i+itie% to %ociet$ "$ "ein* an econo#ic- inte++ectua+and %ocia+ a%%et to each countr$ and co##unit$ 7here it doe% "u%ine%%&

G.o)a. 1iti4ens-i#

8/20/2019 Project Report on Marketing Strategies o

http://slidepdf.com/reader/full/project-report-on-marketing-strategies-o 11/34

G+o"a+ citi=en%hi3 i% h3>% co##it#ent to ho+d our%e+2e% to a hi*her %tandard o inte*rit$- tran%3arenc$ and accounta"i+it$& The 2a+ue% that ha2e "een 3re%ent%ince h3 7a% ounded in ,K@K re#ain inte*ra+ to our 7or8 toda$- he+3in* u%

"a+ance our "u%ine%% *oa+% 7ith our i#3act on %ociet$ and the 3+anet& It ha% i2e*+o"a+ citi=en%hi3 3riorit$ area%! ethic% and co#3+iance- en2iron#enta+%u%taina"i+it$- hu#an ri*ht% and +a"or 3ractice%- 3ri2ac$ and %ocia+ in2e%t#ent& It%e ort% in the%e area% he+3 di erentiate h3- reduce co%t% and dri2e inno2ation a%the$ re%3ond to *ro7in* #ar8et o33ortunitie% and %ta8eho+der% e:3ectation%&The$ continue to ocu% on enrichin* 3eo3+e and co##unitie% around the 7or+d-%tri2in* to "e a orce or 3o%iti2e and +a%tin* chan*e& At h3- 3racticin* *ood*+o"a+ citi=en%hi3 inc+ude% %u33ortin* hu#an and +a"or ri*ht%- #a8in* %trate*ic

%ocia+ in2e%t#ent% 3articu+ar+$ to ad2ance %tudent achie2e#ent and entre3reneur %ucce%% and 3rotectin* the 3ri2ac$ o cu%to#er% and e#3+o$ee in or#ation&

Ser2ing enter#risesAt h3- it continua++$ e:3+ore% ho7 techno+o*$ and %er2ice% can create ne7 and

"etter 7a$ or 3eo3+e to +i2e- 7or8 and to tran% or# their current 3+a$& E2er$ da$ it 3artner 7ith our +ar*e%t cu%to#er IT en2iron#ent into "u%ine%% a%%et%& It reco*ni=e%that CIO>% are no7 "u%ine%% #ana*er% 7ho %3ecia+i=e in techno+o*$& It 7or8 hardto he+3 the# create #ore #ana*ea"+e IT en2iron#ent% that co%t% +e%% to o3eratetheir IT in ra%tructure%- %3eedin* acce%% to in or#ation- ena"+in* a%ter co##unication "et7een "ranch o ice% and head6uarter% or he+3in* the# dea+ 7itho"%o+ete IT e6ui3#ent%& HP %o+ution% +e2era*e our "road 3ort o+io ro# %er2er%and %tora*e to %o t7are and %er2ice%- i#a*in* and 3rintin*- and 3er%ona+co#3utin* techno+o*$ to he+3 co#3anie% dri2e *ro7th- +o7er "u%ine%% ri%8- andcut co%t%&

DRIVING TECHNOLOGY

TRANSFORMATION

8/20/2019 Project Report on Marketing Strategies o

http://slidepdf.com/reader/full/project-report-on-marketing-strategies-o 12/34

With the 2o+u#e o data toda$ increa%in* a%ter than our a"i+itie% to ca3ture andu%e it- the indu%tr$ i% ra3id+$ %hi tin* to a #ode+ 7here e2er$thin* can "e de+i2ereda% a %er2ice& Peo3+e 7ant in%tantaneou% acce%% to content and in or#ation that the$

care a"out& Meetin* thi% 7or+d7ide de#and or in or#ation and rich di*ita+content 7i++ re6uire d$na#ic- co#3e++in* %er2ice%& The unda#enta+ "ui+din*

"+oc8% o thi% #ode+ 7i++ "e %#arter- #ore inte++i*ent net7or8%- ne:t *enerationdata center% and 3erha3% #o%t i#3ortant+$- %o t7are that "+ind% a++ the di%3aratee+e#ent% to*ether& O2er the ne:t i2e $ear%- h3 7i++ in2e%t ./ "i++ion in re%earch 9de2e+o3#ent& It "e+ie2e% that the 3o7er to 3ro3e+ the indu%tr$ or7ard and i#3ro2ethe 7a$% our cu%to#er% +i2e and 7or8&

HP Retains Lea!ers-i#

2009 PC Shipments (Desktop PCs +

Notebook PCs)

2010 PC Shipments (Desktop PCs + Notebook

PCs)

Vendor Market Share Vendor Market Share

Hewlett-Packard 15.6% Hewlett-Packard 18.2%

Dell 11.0% HCL In o !"!te#! $.8%

HCL In o !"!te#! $.6% Dell $. %

&cer . % &cer .'%

Leno(o 6.6% Leno(o ). %

IT in In!ia o2er t-e ,ears !

,& In ,KK,- ne7 econo#ic 3o+icie% 7ere introduced&

8/20/2019 Project Report on Marketing Strategies o

http://slidepdf.com/reader/full/project-report-on-marketing-strategies-o 13/34

.& Forei*n #u+tinationa+% %uch a% Coca Co+a- Mercede%- IBM- HP +ooded into@& India- ea*er to ta8e ad2anta*e o the chea3 3ro e%%iona+ +a"or and the

o3enin* u3 o one o the 7or+d % "i**e%t #ar8et%&& Ado3tion o G+o"a+i=ation and +i"era+i=ation 3rinci3+e% "rou*ht tre#endou%

%ucce%% BPO- IT- ITES- Retai+ and In%urance %ector- hea+th %ector- education&& IT %ector %ho7ed the #o%t ra3id *ro7th a#on*%t a++ the %ector%&

1& Toda$ #ore than // #a)or internationa+ co#3anie% ha2e IT o3eration% inBan*a+ore a+one&

& Inte+>% Indian de2e+o3#ent center #ade chi3% or co#3uter 7hich areco#3ati"+e 7ith Micro%o t % O3eratin* S$%te# (i%ta&

0& Micro%o t ha% e%ta"+i%hed one o it% @ 8e$ center% in Ban*a+ore other t7o "ein* in China and it% H in Ne7 or8 &

MARKETING MI5

Marketing Mix

Product Place

Promotion Price

,& The Fir%t P PRODUCT Product i% a 8e$ e+e#ent in the #ar8et o erin*& Mar8etin* #i: 3+annin* "ein*7ith or#u+atin* to #eet tar*et cu%to#er>% need 9 7ant%& The cu%to#er 7i++

)ud*e the o erin* "$ three "a%ic e+e#ent% eature% 9 6ua+it$- %er2ice% #i:96ua+it$ 9 3rice a33ro3riatene%%& ?ot+er %aid A 3roduct i% an$thin* that can "e o eredto a #ar8et to %ati% $ the 7ant% or need% o the con%u#er%& Product% that are #ar8etedinc+ude 3h$%ica+ *ood%- %er2ice%- e2ent%- e:3erience- 3er%on%- 3+ace- 3ro3ertie%-or*ani=ation%- in or#ation % 9 idea%&

8/20/2019 Project Report on Marketing Strategies o

http://slidepdf.com/reader/full/project-report-on-marketing-strategies-o 14/34

A ir# doe% not %e++ on+$ a 3roduct& It %e++% 3roduct "ene it%& Product i% the #o%t i#3ortant2aria"+e in the #ar8etin* #i: o the ir#& I the 3roduct i% %ound 9ea%i+$ acce3ta"+eto the #ar8et i it %ati% ie% %e++er>% need- con%u#er>% 3re erence 9 i% care u++$ itted to thneed% 9 de%ire% o the cu%to#er%- %a+e% %ucce%% i% a%%ured& Hence- 3roduct i% the cent

a++ #ar8etin* 3o+icie% 9deci%ion%& The #ar8etin* 3+annin* "e*in% 7ith the 3roduct9 a+%o end% 7ith the 3roduct&Co#3an$ 3+an% to increa%e their 3roduct ran*e in the uture& A "rie de%cri3tion o %o#e 3roduct% i% a% o++o7%! Pro!*1ts Na0e+

,& La3to3%- Note"oo8 Co#3uter% 9 Ta"+et PC% i&E2er$da$ co#3utin*

La3to3% or #o2ie%- #u%ic- 3hoto% and #u+tita%8in* in $our ho#e or ho#e o ice

ii&Per or#ance 9 entertain#ent La3to3% or cuttin* ed*e entertain#ent and *a#in*

iii& U+tra J 3orta"+e

La3to3 co#3uter% or ta"+et PC% or on the *o 3er%ona+

3roducti2it$ and connecti2it$

i2&Mini

Per ect co#3anion PC to 8ee3 $ou connected 7hi+e $ouare on the *o

,& La3to3% or Bu%ine%%i& E+iteBoo8 +a3to3%

Be%t in c+a%%- 3ac8ed 7ith eature% andunctiona+it$

8/20/2019 Project Report on Marketing Strategies o

http://slidepdf.com/reader/full/project-report-on-marketing-strategies-o 15/34

ii& Co#3a6 +a3to3%

Ad2anced eature% or "u%ine%%

iii& ProBoo8 +a3to3%

St$+i%h and a orda"+e or %#a++ "u%ine%% o3tion%

.& Other +a3to3%

i& HP Pa2i+ion Ho#e De%8to3 PC%

a< Fitted 7ith eature% that a33ea+ to $our 7ho+e a#i+$

and $et +e:i"+e and re+ia"+e in #eetin* a++ their need%&

"< S+ee8 in de%i*n a %t$+i%h %ho73iece or the #odern ho#e ho7e2er co#3actthe %3ace- 7hate2er the "ud*et

ii& HP Pa2i+ion E+ite Ho#e De%8to3 PC%

a< Fitted 7ith eature% that a33ea+ to $our 7ho+e a#i+$ and$et +e:i"+e and re+ia"+e in #eetin* a++ their need%&

"< S+ee8 in de%i*n a %t$+i%h %ho73iece or the #odern ho#e ho7e2er co#3actthe %3ace- 7hate2er the "ud*et&

@& Monitor%

i& Ho#e 9 Ho#e O ice #onitor%ii& Bu%ine%% Monitor%

& O3tion% 9 Acce%%orie%

8/20/2019 Project Report on Marketing Strategies o

http://slidepdf.com/reader/full/project-report-on-marketing-strategies-o 16/34

?e$"oard%- #ice- #e#or$- %tora*e- %3ea8er%- head%et%-7e"ca#%- ca"+e%- *a#in* and other acce%%orie% or de%8to3co#3uter%&

i& Ho#e 9 Ho#e O ice de%8to3 acce%%orie%

ii& Bu%ine%% de%8to3 acce%%orie%iii& E:tended %er2ice 3+an% or Ho#e 9 Ho#e O ice

& La%er Printer%- In8)et Printer% and Mu+ti unction Printer%

i& Co+or Printer%a< In8)et 3rinter%

De%8'et- O ice )et- and Bu%ine%% In8)et 3rinter%

I& Ho#e in8)et 3rinter%

II& Bu%ine%% in8)et 3rinter%

"< Co+or +a%er 3rinter%

Co+or +a%er 3rinter% 7ith HP La%er'et 3er or#ance

I& Ho#e co+our +a%er%

II& Bu%ine%% co+our +a%er

c< Lar*e or#at 3rinter%

HP De%i*n )et- De%i*n )et Co##ercia+ and Scite: 3rinter% HP Indi*o 3re%%e%

I& De%i*n )et 3rinter%

II& Other *ra3hic art% 3roduct%

ii& B+ac8 9 White Printer%

8/20/2019 Project Report on Marketing Strategies o

http://slidepdf.com/reader/full/project-report-on-marketing-strategies-o 17/34

,& La%er 3rinter%

HP La%er'et 3rinter% or hi*h %3eed- hi*h 2o+u#e- hi*h 6ua+it$Printin*

I& Ho#e +a%er 3rinter%

II& Bu%ine%% +a%er 3rinter%

1& Wire+e%% 3rintin*

En)o$ the reedo# to 3rint ro# an$7here 7ith HP % +ine o 7ire+e%% 3rinter%& Wire+e%% a++o7% *reater #o"i+it$- no 7ire%and %hared 3rintin*& Man$ HP 3rinter% ha2e 7ire+e%%

3rintin* "ui+t into the 3rinter and HP o er% an add on to$our e:i%tin* 3rinter& Li2e Wire+e%%+$& Print Wire+e%%+$&

8/20/2019 Project Report on Marketing Strategies o

http://slidepdf.com/reader/full/project-report-on-marketing-strategies-o 18/34

6" THE SECOND P PRICE Sa+e% are on+$ inco#e or an$ "u%ine%% concern& But 3rice i% the #ain actor 7hich

a ect% the %a+e o the #ar8et& I the 3rice i% hi*h- e7 "u$er% 3urcha%e and i the 3rice i% +o7 #an$ "u$er% 3urcha%e& There ore a %ound 3ricin* 3o+ic$ #u%t "eado3ted to ha2e #a:i#u# %a+e re2enue& Moreo2er- it i% on+$ throu*h 3ro3er

3ricin* 3o+ic$ the a+read$ +aid do7n #ar8etin* o")ecti2e and cor3orate *oa+% cou+d "e achie2ed& Price i% the e:chan*e 2a+ue o a 3roduct or %er2ice a+7a$% e:3re%%edin te# o #one$& In other 7ord%- 3rice o a 3roduct or %er2ice i% 7hat the %e++er

ee+% it% 7orth on ter# o #one$- 7hen o ered to a "u$er& To the cu%to#er- the 3rice i% an a*ree#ent "et7een %e++er 9 "u$er concernin* 7hat each i% to recei2e& The "u$er i% intere%ted in the 3rice o the 7ho+e 3ac8a*e con%i%tin* o 3h$%ica+ 3roduct 3+u% a "und+e o e:3ectation and %ati% action& The con%u#er ha% nu#erou% e:3ectation%%uch a% a ter %a+e %er2ice- re3+ace#ent o 3art%- technica+ *uidance 9 #one$ other

"ene it%& Ho7e2er- to the %e++er- 3rice i% a %ource o re2enue and a #aindeter#inant o 3ro it& To the %e++er- 3rice i% e6ui2a+ent to the tota+ 3roduct o erin*&Thi% o erin* inc+ude% a "rand na#e- a 3ac8a*e- 3roduct "ene it%- a ter %a+e %er2iceand %o on& We can de ine 3rice a% the #one$ o the 3roduct or %er2ice a*reed u3on in a#ar8et tran%action &‖ So- Price in #one$ 3h$%ica+ 3roduct Q "und+e o e:3ectation%

T-e Pri1e Fa1tor o PCs

India i% a 3rice %en%iti2e #ar8et& When the PC 7a% +aunched in ,K0 - it co%t 7e++o2er - / here- and in the +ate ,K0/%- the 3rice 7a% around .-../&Whi+e the 3rice 7a% around ,-,// in the #id K/%- toda$- a MNC "rand 7ith#u+ti#edia co%t% on+$ around 1,&The Indian #ar8et ha% %een +oca+ a%%e#"+er% %tea+in* a #arch o2er their do#e%ticand #u+tinationa+ co#3uter hard7are ri2a+%&The Indian PC indu%tr$ ha% a+%o 7itne%%ed the ri%e and a++ o #an$ a do#e%tic

"rand& Pro#inent 3+a$er% 7ho e++ out inc+ude DCM DP- PCL- Ster+in* andUnicor3- thou*h #an$ Indian "rand% inc+udin* HCL toda$ account or near+$ ha+ o the "randed PC %a+e% in the countr$&The 3ricin* ado3ted "$ HP India P2t& Ltd& can de%cri"e under thi% %u"head!

8/20/2019 Project Report on Marketing Strategies o

http://slidepdf.com/reader/full/project-report-on-marketing-strategies-o 19/34

Co#3etiti2e 3ricin*! HP India P2t& Ltd& ado3ted the #ethod o 3ricin* ca++edco#3etiti2e 3ricin* or their PC%& Under thi% 3o+ic$- the 3rice o HP PC% i% i:edaccordin* to the 3rice o other co#3etitor "rand o the #ar8et 9 the 3rice #o2e%accordin*+$&

T-e #ri1e .ist o t-e so0e IT Pro!*1ts o HP In!ia P2t" Lt!" is as o..o7s !Deskto# Pri1e Mo!e.

HP ;He7+ett Pac8ard< Touch S#art I / De%8to3 K .&KK

HP ;He7+ett Pac8ard< Pa2i+ion E+ite #K / De%8to3 KKK&KK

HP ;He7+ett Pac8ard< Co#3a6 Pre%ario SR ,/ De%8to3 @ K&KK

HP ;He7+ett Pac8ard< TouchS#art I /1 De%8to3 KK&K1

HP ;He7+ett Pac8ard< Pa2i+ion a1 / De%8to3 1 K&KK

8/20/2019 Project Report on Marketing Strategies o

http://slidepdf.com/reader/full/project-report-on-marketing-strategies-o 20/34

HP ;He7+ett Pac8ard< Pa2i+ion %@ ,/t De%8to3

Cu%to#i=a"+e@ K&KK

HP ;He7+ett Pac8ard< Touch %#art I .1 De%8to3,, &/

/

HP ;He7+ett Pac8ard< Touch S#art I . De%8to3 K K&K

HP ;He7+ett Pac8ard< Fire"ird (oodoo DNA 0/. De%8to3 K .&KK

HP ;He7+ett Pac8ard< Touch S#art I 0,1 De%8to3,.KK&K

K

(" THE THIRD P 8 9PROMOTION’

Pro#otion i% the 3roce%% o #a8in* co##unication in2o+2in* in or#ation- 3er%ua%ion and in +uence& Pro#otion ha% three %3eci ic 3ur3o%e%& It co##unicate%#ar8etin* in or#ation to the cu%to#er%- u%er% 9 retai+er%& Pro#otion 3er%uade%

8/20/2019 Project Report on Marketing Strategies o

http://slidepdf.com/reader/full/project-report-on-marketing-strategies-o 21/34

and con2ince% the "u$er 9 enter% into thi% con%u#er "eha2ior& Pro#otiona+ e ort%act a% 3o7er u+ too+% o co#3etition 3ro2idin* o cuttin* ed*e o it% entire#ar8etin* 3ro*ra##ed& Pro#otion ha% "een de ined a% 4the coordinated %e+ initiated e ort to e%ta"+i%h channe+ o in or#ation 9 3er%ua%ion to aci+itate or

a%ter the %a+e o *ood% or %er2ice%- or the acce3tance o idea% o 3oint% o 2ie7&5 Iti% a non 3rice co#3etition&

Broad+$ %3ea8in*- 3ro#otion #ean% to 3u%h or7ard or to ad2ance idea% in %uch a7a$ a% to *ain it% acce3tance 9 a33ro2a+& It i% an e ort "$ the #ar8eter to in or#and 3er%uade "u$er to acce3t- re%e++- reco##end- or u%e the artic+e- %er2ice% or idea%- 7hich i% "ein* 3ro#oted& The 3ro#otiona+ acti2it$ a+7a$% atte#3t% to a ect8no7+ed*e- attitude- 3re erence% 9 "eha2ior o reci3ient- i&e& "u$er%& The e+e#ento 3er%ua%ion to acce3t idea%- 3roduct%- %er2ice% etc&- i% the heart o 3ro#otion&

ou #a$ ha2e the "e%t 3roduct- 3ac8a*e 9 %o on& It #a$ ha2e a air 3rice& But 3eo3+e 7i++ not "u$ $our 3roduct%- i the$ ha2e ne2er heard o it- and the$ are%i#3+$ una7are o it% e:i%tence&

The #ar8et #u%t co##unicate to hi% 3ro%3ecti2e "u$er 9 3ro2ide the# ade6uatein or#ation in a 3er%ua%i2e +an*ua*e& Peo3+e #u%t 8no7 that the ri*ht 3roduct i%a2ai+a"+e at the ri*ht 3+ace 9 at the ri*ht 3rice& Thi% i% the )o" o 3ro#otion in#ar8etin*& In e%%ence- 3ro#otion i% the %3ar8 3+u* in our #ar8etin* #i:& It i% %aidthat!4Nothin* unti+ %o#e"od$ 3ro#ote% %o#ethin*5

Pro#otion can create 9 %ti#u+ate de#and- ca3ture de#and ro# ri2a+% and#aintain the de#and o $our 3roduct% e2en a*ain%t 8een co#3etition& It i% true thatnothin* can "e %o+d 9 nothin* can #a8e #one$ ;e:ce3t #int< 7ithout #ean% o

3ro#otion&

The co##unication 9 3ro#otion #i: inc+ude% our in*redient% 2i=&,& Sa+e% 3ro#otion&.& Ad2erti%in*&@& Pu"+icit$&

& Per%ona+ %e++in*&

8/20/2019 Project Report on Marketing Strategies o

http://slidepdf.com/reader/full/project-report-on-marketing-strategies-o 22/34

(" Sa.es #ro0otion

Sa+e% 3ro#otion i% an i#3ortant in%tru#ent in #ar8etin* to +u"ricate the #ar8etin*e ort%& Toda$- %a+e% 3ro#otion i% a nece%%it$ 9 not a +u:ur$& It i% not e:3enditure-it i% an in2e%t#ent- 7hich can 3a$ a rich di2idend%& It i% an inte*ra+ 3art o #ar8etin* e ort&4In a %3eci ic %en%e- %a+e% 3ro#otion inc+ude% tho%e %a+e% acti2itie% that %u33+e#e

"oth 3er%ona+ %e++in* 9 ad2erti%in* 9 coordinated the# and he+3 to #a8e the#e ecti2e %uch a% di%3+a$%- %ho7% and e:3o%ition%- de#on%tration and other nonrecurrin* %e++in* e ort not in a ordinar$ routine& Sa+e% 3ro#otion ai#% at

%ti#u+atin* the 3urcha%in* at the 3oint o %a+e% 9 dea+er>% e ecti2ene%% at the retai+channe+ o di%tri"ution&

Sa+e% 3ro#otion 7ith the re erence o HP India P2t& Ltd&Co#3an$ 3+an% to o++o7 t7o 8ind% o 3ro#otiona+ too+ or their 3roduct%& The$are!

;a< Dea+er% 3ro#otion;"< Cu%to#er% 3ro#otion

;a< Dea+er% 3ro#otion

To #a8e a 3ro3er channe+ o di%tri"ution 9 to increa%e the #ar8et %hare o theco#3an$- cor3orate 3+an% to 3ro#ote their dea+er or retai+er% throu*h the 2ariou%

3ro#otiona+ %trate*ie%& Under 7hich the$ 3ro2ide a 3rice o - a %trai*ht di%counto the +i%t 3rice& The o er encoura*e% retai+er% a% 7e++ a% di%tri"utor% to "u$ 6uantit$ or carr$ a ne7 ite#&A% it i% co#3an$ 3ro2ide a++o7ance% to the di%tri"utor% or the carr$in* out o theco#3an$>% "rand& An ad2erti%in* a++o7ance co#3en%ate% retai+er% or ad2erti%in*the co#3an$>% 3roduct%&Co#3an$ a+%o 3ro2ide% ree *ood% to the di%tri"utor% a% the o er or ta8in* u3e:tra *ood% or or carr$in* ne7 3roduct%& In the e:tra co#3an$ 3+an% to or*ani=e

8/20/2019 Project Report on Marketing Strategies o

http://slidepdf.com/reader/full/project-report-on-marketing-strategies-o 23/34

the indu%tria+ a%%ociation% in the or# o trade air% 9 con2ention% o %ti#u+ate the%a+e re%u+t o their inter#ediarie%&

;"< Cu%to#er% 3ro#otion

Due to the 3ro3er attention to7ard% the channe+ o inter#ediarie%- co#3an$ i% nota"+e to *i2e 3ro3er attention to7ard% con%u#er>% 3ro#otion "ut the$ arran*e 7ho+ethe #ethod o +oca+ 3ro#otion or the a7arene%% o the +oca+ cu%to#er%& A% it i%the$ a+%o 3ro2ide% de#on%tration 9 *i t% to the cu%to#er% %hort+$ "$ 7hich

3roduct% o the co#3an$ are a"+e to create a %3ec in the cu%to#er>% #ind&

6" A!2ertisingThe #odern a*e i% an era o co#3etition& To 7ith%tand co#3etition #anu acture%ha2e to thin8 o ne7 9 un a#i+iar u%e% or their 3roduct% or the$ ha2e to ind outne7 "u$er% or their 3roduct%& The 3atent #edicine 3eo3+e 7ere the ir%t to 3ro2e

7hat ad2erti%e#ent cou+d do&4Ad2erti%e#ent i% the art o in +uencin* hu#an action> the a7a8enin* or the de%ireto 3o%%e%% 9 3o%%e%% $our 3roduct&54Ad2erti%e#ent con%i%t% o a++ the acti2itie% in 3re%entin* a *rou3 a non 3er%ona+-ora+ or 2i%ua+- o3en+$ %3on%ored #e%%a*e re*ardin* a 3roduct- %er2ice% or idea&5

Ad2erti%in* 7ith the re erence o HP India P2t& Ltd&

At 3re%ent ti#e the chair#an o HP India P2t& Ltd& *i2e attention to #a8e 3ro3er di%tri"ution channe+ or their 3roduct%& It i% the co#3an$>% 3o+ic$ that ir%t+$ the$#a8e 3ro3er di%tri"ution channe+ or their 3roduct% "$ 7hich an$ cu%to#er either he %he 7i++ "e "e+on*% to rura+ area or "e+on*% to ur"an area *ot the 3roduct ea%i+$&

8/20/2019 Project Report on Marketing Strategies o

http://slidepdf.com/reader/full/project-report-on-marketing-strategies-o 24/34

A ter #a8in* 3ro3er di%tri"ution channe+%- cor3orate 3+an% to co#e throu*h the#edia- "ecau%e ad2erti%e#ent on #edia re6uire% hea2$ in2e%t#ent&A% ar a% ad2erti%e#ent i% concerned HP India P2t& Ltd& 3ro2ide% c+ai# to their re%3ecti2e %toc8ie%t o the di erent di%trict% o the %tate or the +oca+ a7arene%%

3ro#otion a% 3er re6uired "$ the %toc8ie%t o the di%trict%&Loca+ 3ro#otion inc+ude% Banner%- Ho+din*%- and Ca"+e T(& Ad= In%ta++in*- Trade

air%- %3on%or%hi3% etc& or the a7arene%% o their 3roduct% to the +oca+ cu%to#er%Becau%e o the co#3an$ doe%n>t co#e throu*h the #edia in 3re%ent ti#e i&e& 7h$co#3an$ "ear% a++ the e:3an%e% or the +oca+ 3ro#otion a% re6uired "$ thedi%tri"utor%

It i% true- that it i% not %u icient in toda$>% hi*h co#3etiti2e #ar8etin* %cenario- "ut

a ter the attain#ent% o the 3ro3er di%tri"ution channe+ co#3an$ de inite+$ co#ethrou*h the #edia 7hich i% a 3o7er u+ %ource o de#and *eneration in toda$>%tou*h #ar8etin* %cenario 9 it i% de inite+$ 3ro2ide% a %tron* con%u#er 3u++ to thene7 3roduct% o the HP India P2t& Ltd&

:" Persona. se..ing

A %a+e%#an i% one 7ho 3ractice% the 3ro e%%ion o %e++in*& One can +earn a +ot a"out%e++in* and %a+e%#an%hi3 )u%t "$ thin8in* a"out de inition o 3er%ona+ %e++in*&

A#erican #ar8etin* a%%ociation de ined %a+e%#an%hi3 a% the 3roce%% o inc+udin*and a%%i%tin* a 3ro%3ecti2e "u$er to "u$ a co##odit$ or %er2ice or to act a2ora"+$u3on an idea that ha% co##ercia+ %i*ni icance to the %e++er&>

E&F& Schu#a8er de ined %e++in* a% the 3roce%% a ectin* the tran% er- 7ith a 3ro itto "u$er 9 %e++er- o *ood% 9 %er2ice% that *i2e% %uch +a%tin* %ati% action that the

"u$er i% 3redi%3o%e to co#e "ac8 to %e++er or #ore o the %a#e&>

Per%ona+ %e++in* re er% to ora+ 3re%entation in con2er%ation or #ore 3ro%3ecti2e

cu%to#er% or the 3ur3o%e o #a8in* %a+e%&Per%ona+ %e++in* in2o+2e% t7o 7a$ co##unication- 4a 7e++ de ined 3ro"+e# i% ha+ %o+2ed&5 Due to %e++er "u$er interaction- 3er%ona+ %e++in* a+one can 3ro2idei##ediate eed"ac8 o in or#ation- 7hich ena"+e% %a+e%#an to under%tand

3ro3er+$ the "u$er>% #ind- hi% 3ro"+e#%- hi% need% 9 hi% 3re erence%&

8/20/2019 Project Report on Marketing Strategies o

http://slidepdf.com/reader/full/project-report-on-marketing-strategies-o 25/34

Per%ona+ %e++in* 7ith the re erence o HP India P2t& Ltd&

A% ar a% the HP India P2t& Ltd& i% concerned cor3orate 3+an% the e ecti2e #ediu#o 3er%ona+ %e++in* or their 3roduct%& The$ 3ro2ide u++ %u33ort to the %a+e%#an o%e++in* their 3roduct%& E ecti2e co##unication 9 aci+itie% #oti2ate %a+e%#an to#a8e a *ood re+ation%hi3 7ith the cu%to#er%& Cor3orate actua++$ 8no7% thei#3ortance o the 3heno#enon o the 3er%ona+ %e++in* I&e& 7h$ the$ trie% toi#3+e#ent the A I D A S> or#u+a o 3er%ona+ %e++in*& The "rie de%cri3tion othi% or#u+a i% a% o++o7%!

A! Attention J The Attention> o the cu%to#er&I! Intere%t Create an Intere%t>&D! De%ire I*nite the De%ire> o the cu%to#er&

A! Action Gainin* an order&S! Sati% action J Cu%to#er Sati% action>&

2. THE FOURTH 9P’ ' PLACE

Mar8eter ha% to en%ure the a2ai+a"i+it$ o it% 3roduct% to the tar*et cu%to#er%& I a 3roduct i% not a2ai+a"+e to the tar*et cu%to#er% at the ri*ht 3+ace- then he %he #a$%hi t to co#3etiti2e 3roduct%& So 3+ace deci%ion re+ate% to!

;i< Channe+ deci%ion J 7hat 8ind o di%tri"ution channe+% a co#3an$ ado3t% "et7een 3+ant% 9 con%u#er&;ii< Di%tri"ution channe+ 3o+ic$ J 7hate2er to *o or e:ten%i2e or %e+ecti2e or

e:c+u%i2e di%tri"ution&;iii< De*ree o %e+ecti2it$ a#on* 7ho+e%a+er% 9 retai+er%&

;i2< E ort to *et the coo3eration o the trade&;2< Ph$%ica+ di%tri"ution deci%ion inc+ude% +o*i%tic%- tran%3ortation-

7arehou%in*- #ateria+ hand+in*- "u+8 3ac8a*in* etc&

Meanin* o channe+% o Di%tri"ution

Good% 3roduced "$ the #anu acturer% #u%t co#e to the 8no7+ed*e o the u+ti#atecon%u#er%& Thi% i% arran*in* "$ the %a+e% 3ro#otion acti2itie% +i8e %a+e%#an%hi3 9ad2erti%in*& B$ #ere 8no7+ed*e- the 3ro%3ecti2e con%u#er% are not ha33$& The

3roduct% #u%t reach their hand% or actua+ u%e& Channe+% o di%tri"ution are 3ath%

8/20/2019 Project Report on Marketing Strategies o

http://slidepdf.com/reader/full/project-report-on-marketing-strategies-o 26/34

throu*h 7hich 3roduct% #o2e ro# the 3oint o 3roduction to the 3oint o con%u#3tion& Di%tri"ution channe+% are a+%o ca++ed Trade channe+%&

Distri)*tion C-anne.s o HP In!ia Lt!"

State

Eastern Centra. $estern

Di%tri"utor% Di%tri"utor% Di%tri"utor%

Retai+er% Retai+er% Retai+er%

Cu%to#er% Cu%to#er% Cu%to#er%

COMPETITORS

Ma;or &ran!s o Co0#*ters in In!ia

HCL In o s/ste0s+HCL In o %$%te#% Ltd i% one o the 3ioneer% in the Indian IT #ar8et- 7ith it%ori*in% in ,K 1& For o2er 6uarter o a centur$- 7e ha2e de2e+o3ed and i#3+e#ented%o+ution% or #u+ti3+e #ar8et %e*#ent%- acro%% a ran*e o techno+o*ie% in India&The countr$>% nu#"er one de%8to3 "rand had $et another *reat $ear %e++in*

& 1 +a8h% unit%& The co#3an$ tar*eted a**re%%i2e+$ the B and C c+a%% citie% andu33ed it% di%tri"ution net7or8& The %i*ni icant #i+e%tone% o2er the +a%t $ear inc+ude

the +aunch o the +o7 co%t E=ee"ee Pride that ca#e 7ith an attracti2e 3rice ta* o R% ,.-KK/& It attac8ed a++ the "u$in* %e*#ent% 7ith +o7 co%t 3roce%%or% +i8e 2ia toindu%tr$ %tandard P HT o erin*%& The a**re%%ion HCL %ho7ed in 3ricin* it%

3roduct in a 7a$ 8ic8 %tarted the 3rice 7ar 7ith "rand% +i8e Acer- and 2endor% +i8eHP cuttin* do7n end u%er 3rice 3oint%& Another %i*ni icant de2e+o3#ent or HCL7a% it% +aunch o the hi*h end ho#e PC ca++ed Neo- co#3+e#entin* it% Bean%ta+8

8/20/2019 Project Report on Marketing Strategies o

http://slidepdf.com/reader/full/project-report-on-marketing-strategies-o 27/34

ran*e& Neo 7a% a+%o the ir%t de%8to3 "rand in India to co#e 7ith Windo7% PMedia Center OS& Mean7hi+e- on the Note"oo8% ront- HCL i% the e:c+u%i2edi%tri"utor o To%hi"a in India 7ho%e 2o+u#e% %ca+ed to ./-/// unit%- co#3ared to+a%t $ear>% ,,-1// unit%& With To%hi"a a+i*ned to the

Hi*her end o the %3ectru# HCL 7a% una"+e to ta3 the +o7 and #id end %e*#ent%o the 3orta"+e%& And to 3+u* that- durin* the $ear the co#3an$ #ade a +o7 8e$+aunch o it% o7n "rand o note"oo8% ca++ed e ee"ee and Po7er+ite- 7hich%u##ed u3 to @-/// unit% durin* the i%ca+& Mean7hi+e- the "an8in* 2ertica+ did

"u$ a**re%%i2e+$ 7ith +ar*e #andate% ro# SBI and other nationa+i=ed "an8%& Fro#the *o2ern#ent %ide- noda+ a*encie% +i8e Ta#i+ Nadu>% ELCOT a+%o 7ent or +ar*e%ca+e in%ta++ation%& A% a re%u+t o *ro7in* de#and or it% o erin*%- the co#3an$ i%in the 3roce%% o e:3andin* it% Pondicherr$ 3+ant&

A1er Co0#*ter Internationa. Li0ite!

Fe7 IT co#3anie% o er the "readth and de3th o 3roduct% that Acer Grou3 doe%&Le2era*in* the 2a%t co++ecti2e techno+o*ica+ re%ource% a2ai+a"+e Acer India ;P2t&<Ltd&- 7a% incor3orated a% a 7ho++$ o7ned %u"%idiar$ o Acer Co#3uter Internationa+ Ltd& on Kth Se3te#"er ,KKK& Acer % #i%%ion in India i% to tran%+ate theGrou3 % *oa+ o #a8in* co#3uter techno+o*$ ea%ier to u%e and #ore a orda"+e to

e2er$one in thi% countr$& With a ocu%ed cu%to#er centric a33roach- Acer in Indiai% o erin* un#atched u3ti#e or a++ it% %$%te#% throu*h a 2a%t net7or8 o Ser2ice

3oint%- inno2ati2e and u%er riend+$ unctiona+it$ 7hi+e continuou%+$ +o7erin* "arrier% that +i#it the acce%% to the ruit% o techno+o*$&

Co0#a< In!ia +

The 7or+d>% +ar*e%t %e++er o PC% entered India in ,KK & Initia++$- the co##ercia+

%e*#ent ;+ar*e cor3oration%- *o2ern#ent- educationa+ 9 re%earch in%titution%< 7a%it% #ain tar*et %e*#ent& But 7ith rece%%ion in the econo#$ in #id ,KK/% and thecon%e6uent %+a%hin* o IT "ud*et% o cor3orate- it turned it% attention to the ho#e%e*#ent& Ho7e2er- it %oon rea+i=ed that it% PC%- a+thou*h 3ercei2ed 7e++ onre+ia"i+it$ and 6ua+it$- 7ere con%idered too e:3en%i2e& The a%%e#"+er% and Indian

"rand% 7ere cornerin* a #a)or chun8 o the #ar8et& It %+a%hed 3rice% o it% %u"

8/20/2019 Project Report on Marketing Strategies o

http://slidepdf.com/reader/full/project-report-on-marketing-strategies-o 28/34

"rand Pre%ario ro# R%&1 - /// to R%& /- /// to 3enetrate into the 3rice con%ciou%Indian hou%eho+d%&At the %a#e ti#e- Co#3a6 i% a**re%%i2e+$ *oin* a ter cor3orate %e*#ent "$o erin* a ran*e o 3roduct% tai+ored around %er2ice% to #eet %3eci ic need%& It%

#er*er 7ith Di*ita+ E6ui3#ent urther %tren*thened it% 3o%ition in the hi*h end%er2er #ar8et&

$i#ro Li0ite!+

Wi3ro intend% to ocu% #ore on the +ucrati2e %er2ice% "u%ine%% in uture& A+read$-%er2ice% account% or #ore than ha+ o it% turno2er& In contra%t- the contri"ution o %$%te#% "u%ine%% dro33ed ro# @ 3er cent to . 3er cent&

It had a )oint 2enture 7ith Acer or #ar8etin* the Wi3ro Acer "rand o PC%&Ho7e2er- the$ ca++ed it o in ,KKK&

Wi3ro ha% a // %tron* dea+er net7or8& It a+%o di%tri"ute% IBM PC% and SunMicro%$%te#%&

Resear1- Met-o!o.og/

In a33+ication o #ar8et re%earch the re%earch ha% to *o throu*h %e2era+ %te3% or %ta*e% and the%e %te3% are o++o7in*&

Ste3 ,! De inin* the Pro"+e#!

De inin* the 3ro"+e# i% the #o%t i#3ortant 3art o the #ar8et re%earch 3roce%%- "ecau%e 7ron* de inition #i%direct% re%earch&

The t$3e o the re%earch to "e carried out- the 6ue%tion% to "e rai%ed- and the%a#3+in* 3rocedure to "e o++o7ed and the data to "e co++ected- a++ de3end on thecurrent under%tandin* o the 3ro"+e#&HP i% ha2in* tou*h co#3etition in the #ar8et 7ith other 3+a$er% the%e 3+a$er% area%%e#"+er% and "randed& There are #an$ actor%- 7hich in +uence the "u$er or

3urcha%in* the PC&

8/20/2019 Project Report on Marketing Strategies o

http://slidepdf.com/reader/full/project-report-on-marketing-strategies-o 29/34

A #a)or %te3 in the conduction o #ar8etin* re%earch i% the deci%ion re*ardin* thenature o re%earch de%i*n 7e are %e+ectin* or the 3ur3o%e o our %tud$&

The "ene it% o re%earch de%i*n are that it e2a+uate% c+ient>% need in ter#% o re%u+t%and the ana+$tica+ 7or8 on the *athered data that 7i++ con2ert it to u%e u+ indin*%

or the #ana*e#ent&

The %e+ection o a 3articu+ar de%i*n de3end% on the cau%a+it$ o the 2aria"+e%in2o+2ed&

For the 3ur3o%e o our %tud$ 7e intend to ta8e u3 de%cri3ti2e de%i*n&

The$ co2er re%earch de%i*n% that are intended to 3roduce accurate de%cri3tion% o 2aria"+e% re+e2ant to the deci%ion "ein* aced- 7ithout de#on%tratin* that %o#ere+ation%hi3 e:i%t% "et7een 2aria"+e%&

Deci%ion #a8er% 2er$ o ten choo%e or are 7i++in* to acce3t de%cri3ti2e data- 7hich7ou+d 3er#it on+$ in erence% to "e dra7n a"out cau%ation&

Here 7e are u%in* cro%% %ectiona+ de%i*n to 3roduce a 3icture o the 3heno#ena in7hich the deci%ion #a8er i% intere%ted J or e:a#3+e- the #ar8et %hare% o 2ariou%

ir#%- con%u#er>% "rand i#a*e% and con%u#3tion- con%u#er 3erce3tion re*ardin*PCSte3 .! De2e+o3 the Re%earch P+an!

The %econd %ta*e o #ar8etin* re%earch ca++% or de2e+o3in* the #o%t e icient 3+anor *atherin* the needed in or#ation&

De%i*nin* a re%earch 3+an ca++% or deci%ion% on the data %ource%- Re%earcha33roache%- re%earch in%tru#ent%- %a#3+in* 3+an- and contact #ethod%&

Re%earch A33roache%!Pri#ar$ data can "e co++ected in i2e 7a$%! O"%er2ation- Focu% *rou3%- Sur2e$%-Beha2iora+ data- and E:3eri#ent%&

O"%er2ation re%earch!

Fre%h data can "e *athered "$- o"%er2in* the re+e2ant actor% and %ettin*%&

Focu% *rou3 re%earch!

A ocu% *rou3 i% a *atherin* o %i: to ten 3eo3+e 7ho are in2ited to %3end a e7hour% 7ith a %8i++ed #oderator to di%cu%% a 3roduct- %er2ice- or*ani=ation- or other #ar8etin* entit$& The #oderator need% to "e o")ecti2e- 8no7+ed*ea"+e on the i%%ue-

8/20/2019 Project Report on Marketing Strategies o

http://slidepdf.com/reader/full/project-report-on-marketing-strategies-o 30/34

and %8i++ed in *rou3 d$na#ic%& Partici3ant% are nor#a++$ 3aid a %#a++ %u# or attendin*& The #eetin* i% t$3ica++$ he+d in 3+ea%ant %urroundin*% and re re%h#ent%are %er2ed&

Sur2e$ re%earch!

Sur2e$% are "e%t %uited or de%cri3ti2e re%earch& Co#3anie% underta8e %ur2e$% to+earn a"out 3eo3+e % 8no7+ed*e- "e+ie %- 3re erence%- and %ati% action- and to#ea%ure the%e #a*nitude% in the *enera+ 3o3u+ation&Thi% a33roach "e%t %uited or 3ro)ect re%earch hence thi% #ethod 7a% ado3ted;%ur2e$ re%earch< or the 3ro)ect 7or8&

Beha2iora+ Data!

Cu%to#er% +ea2e trace% o their 3urcha%in* "eha2ior in %tore %cannin* data- cata+o*

3urcha%e record%- and cu%to#er data "a%e%& Much can "e +earned "$ ana+$=in* thi%data&

E:3eri#enta+ re%earch!The #o%t %cienti ica++$ 2a+id re%earch i% e:3eri#enta+ re%earch& The 3ur3o%e o e:3eri#enta+ re%earch i% to ca3ture cau%e and e ect re+ation%hi3% "$ e+i#inatin*co#3etin* e:3+anation% o the o"%er2ed indin*%&

,& Data Source%! The re%earche% can *ather %econdar$ data- 3ri#ar$ data- or "oth&Secondar$ data are data that 7ere co++ected or another 3ur3o%e and a+read$ e:it%o#e 7here& Pri#ar$ data are *athered or %3eci ic 3ur3o%e or or a %3eci icre%earch 3ro)ect&When the needed data do not e:i%t or are dated- inaccurate- inco#3+ete- or unre+ia"+e- the re%earcher 7i++ ha2e to co++ect 3ri#ar$ data& Mo%t #ar8etin*re%earch 3ro)ect% in2o+2e %o#e 3ri#ar$ data co++ection&Sa#e i% the ca%e or our 3ro)ect a% 7e++& For the 3ur3o%e o our %tud$ 7e ha2e

co++ected 3ri#ar$ data in the or# o ;,< the data>% nature and ;.< it% unction in theu+ti#ate inter3retation and ana+$%i%&

T$3e% o data

,& De#o*ra3hic.& Socio+o*ica+

8/20/2019 Project Report on Marketing Strategies o

http://slidepdf.com/reader/full/project-report-on-marketing-strategies-o 31/34

@& P%$cho*ra3hic& Beha2iora+

Here 7e are *oin* to ana+$=e the o3inion% that ho7 3eo3+e 3ercei2e %o#ethin*

7hat the$ "e+ie2e a"out it and 7hat tho%e "e+ie2e% %i*ni $& The #o%t 3otent or# o o3inion% tend% to "e attitude%- 7hich are #enta+ %et% o 3redi%3o%ition% to act in%o#e #anner&

Here in our 3ro)ect 7e intend to ana+$=e the o3inion% and attitude% o the tar*et 3o3u+ation "$ u%in* a33ro3riate %a#3+e& So the data co++ected in our 3ro)ect i% "a%ica++$ de#o*ra3hic and "eha2iora+&

Co##unication a33roache%

In decidin* on 7hich o the %e2era+ o co##unication #ean% to choo%e- are%earcher ha% #uch to con%ider a %i#3+e di2i%ion o co##unication #edia intot7o "road t$3e%! o"%er2ation and 6ue%tionin*& A+%o 7e 7i++ con%ider the #atter% o 7hether to u%e %tructure and di%*ui%e&

Fro# the 3oint o 2ie7 o our 3ro)ect 7e ha2e %e+ected the 6ue%tionin* #ethod o co##unication 7ith our %e+ected re%3ondent%- and or that 3ur3o%e 7e ha2edra ted a 6ue%tionnaire to 6uanti $ and e2a+uate the cu%to#er re%3on%e%&

6" =*estioningIn the #a)orit$ o re%earch 3ro"+e#%- the re6uired in or#ation can "e *ained on+$

"$ a%8in* or it& Thi% i% done #ain+$ "$ inter2ie7in*- "ut a+%o data #a$"e o"tainedthrou*h %e+ ad#ini%tered 6ue%tionnaire% di%tri"uted "$ #ai+ and other 7a$%& A%

e:3+ained ear+ier that 7e ha2e %e+ected the 6ue%tionnaire #ethod o dataac6ui%ition- there ore- 7e choo%e to dra t the 6ue%tionnaire ha2in* c+o%ed ended6ue%tion% and that 7i++ he+3 u% 6uanti $ the re%u+t% in an a33ro3riate or#at&

Re%earch in%tru#ent%!

8/20/2019 Project Report on Marketing Strategies o

http://slidepdf.com/reader/full/project-report-on-marketing-strategies-o 32/34

Mar8etin* re%earcher% ha2e a choice o t7o #ain re%earch in%tru#ent% in co++ectin* 3ri#ar$ data! ue%tionnaire% and #echanica+ de2ice%&

ue%tionnaire%!

A 6ue%tionnaire con%i%t% o a %et o 6ue%tion% 3re%ented to re%3ondent% or theian%7er& Becau%e o it% +e:i"i+it$- the 6ue%tionnaire i% "$ ar the #o%t co##onin%tru#ent u%ed to co++ect 3ri#ar$ data& ue%tionnaire% need to "e care u++$de2e+o3ed- te%ted- and de"u**ed "e ore the$ are ad#ini%tered on a +ar*e %ca+e&In 3re3arin* a 6ue%tionnaire- the 3ro e%%iona+ #ar8etin* re%earcher care u++$choo%e% the 6ue%tion% and their or#- 7ordin*- and %e6uence& The or# o the6ue%tion a%8ed can in +uence the re%3on%e& Mar8etin* re%earcher% di%tin*ui%h

"et7een c+o%ed end and o3en end 6ue%tion%& C+o%ed end 6ue%tion% 3re%3eci $ a+

the 3o%%i"+e an%7er& O3en end 6ue%tion% 3ro2ide an%7er% that are ea%ier tointer3ret and ta"u+ate& O3en end 6ue%tion% o ten re2ea+ #ore "ecau%e the$ do notcon%train re%3ondent%- an%7er%&Fina++$- the 6ue%tionnaire de%i*ner %hou+d e:erci%e care in the 7ordin*% and%e6uencin* o 6ue%tion%& The 6ue%tionnaire %hou+d u%e %i#3+e- direct- un"ia%ed7ordin* and %hou+d "e 3rote%ted 7ith a %a#3+e o re%3ondent% "e ore it i% u%ed&The +ead 6ue%tion %hou+d atte#3t to create intere%t&

:" Me1-ani1a. instr*0ents+

Mechanica+ de2ice% are occa%iona++$ u%ed in #ar8etin* re%earch& One e:a#3+e i%o Ga+2ano#eter% u%ed to #ea%ure the intere%t or e#otion% arou%ed "$ e:3o%ure toa %3eci ic and or 3icture&

UESTIONNAIRE DESIGN

Fro# "a%ic a%3ect% o #ea%ure#ent and #eanin*- 7e 3roceed to their a33+icationin de%i*nin* the in%tru#ent% or %ee8in* and recordin* data& Data #a$ "e o"tained

"$ either o"%er2in* or a%8in* or the#- and or#% are needed or ie+d u%e ino"%er2ation and inter2ie7in*& The accurac$ and re+e2anc$ o the data *atheredde3end hea2i+$ on the 6ue%tionnaire&

FUNCTIONS OF UESTIONNAIRES

8/20/2019 Project Report on Marketing Strategies o

http://slidepdf.com/reader/full/project-report-on-marketing-strategies-o 33/34

A 6ue%tionnaire i% %i#3+$ a or#a+i=ed %chedu+e to o"tain and record %3eci ied andre+e2ant in or#ation 7ith to+era"+e accurac$ and co#3+etene%%& In other 7ord%- itdirect% the 6ue%tionin* 3roce%% and 3ro#ote% c+ear and 3ro3er recordin*&

CONSUMER &EHA3IOUR

C*+S,M / H&VI* - /&SIC S &

It i% a #atter o 7onder that 7h$ 3eo3+e "eha2e the 7a$ the$ actua++$ do in the#ar8et 3+ace& At ti#e% 7e are #$%ti ied "$ our o7n act% "ein* una"+e to rationa+i=ethe#& Innu#era"+e 6ue%tion% con%tant+$ a*itate the #ind& For e:a#3+e- doad2erti%e#ent% +ure u% into "u$in* the 3roduct% ad2erti%ed Wh$ 3eo3+e "u$i#3u+%i2e+$ on %o#e occa%ion%- "ut in other in%tance% act a% care u+ %ho33er%The%e 6ue%tion% and %uch other 6ue%tion% in act are o e6ua+ i#3ortance to the#ar8eter& For e:a#3+e- i a #ar8eter can unra2e+ the con%u#er "eha2ior J7hat dothe$ "u$- ho7 do the$ "u$ and %o on J he can orient hi% %trate*$ around the%ean%7er%& Such a #ar8eter can ac6uire- %er2e- and retain the cu%to#er% or +i e&?no7in* the cu%to#er thu% i% 2er$ i#3ortant& A %tud$ o con%u#er "eha2ior-thou*h not *uaranteein* ,// %ucce%% in the #ar8et 3+ace- rai%e% the 3o%%i"i+it$ o %ucce%%& B$ %tud$in* the 3otentia+ cu%to#er- #ar8eter *ain% in%i*ht into theattitude%- intere%t%- +i e%t$+e%- etc& o the tar*et %e*#ent& It 7i++ he+3- or e:a#3+e #ar8eter to under%tand ho7 7e%terni=ed 3ortra$a+ o 7o#en 7i++ "e acce3ta"+e tothe cu%to#er% in %a$- a co%#etic ad2erti%e#ent& Thu%- "road+$ %3ea8in*- con%u#er

"eha2ior %tud$ ai#% at identi $in* *rou3% o con%u#er% 7ith %i#i+ar +i e %t$+e% 7hoare +i8e+$ to "eha2e in a %i#i+ar #anner 7hen %o#e 3roduct re+ated ne7% i%co##unicated to the#& Then a #ar8eter can ado3t e ecti2e %trate*ie% to reachthe#- and #a8e an o er&DECISION MA?ING PROCESSWhen a 3ro%3ecti2e cu%to#er recei2e% a #ar8etin* cue ;3roduct- 3rice- 3ro#otion-

and 3+ace#ent re+ated< he under*oe% a 3roce%% o deci%ion #a8in*& Thi% deci%ion#a8in* i% conditioned "$ a 2ariet$ o actor% +i8e 3er%ona+- inter3er%ona+- and non

3er%ona+ actor%& I the i#3act o the%e actor% i% 3o%iti2e- then the cu%to#er candecide to 3urcha%e e+%e a 3urcha%e #a$ not ta8e 3+ace&The con%u#er deci%ion #a8in* #ode+ i% an a33ro3riate too+ thi% ti#e to 3re%entthe rea+ condition% in 7hich the con%u#er decide% to 3urcha%e& The a++

8/20/2019 Project Report on Marketing Strategies o

http://slidepdf.com/reader/full/project-report-on-marketing-strategies-o 34/34

circu#%tance% he *oe% throu*h& Thi% #ode+ re3re%ent% that u3on recei2in* a#ar8etin* %ti#u+u% a cu%to#er 3roce%%e% throu*h the 3heno#enon o 3erce3tion-+earnin*- #oti2ation- attitudina+ di%3o%ition- etc&