PROJECT REPORT ON

CUSTOMER SATISFACTION AND BRAND LOYALTY OF IT PRODUCTS

SUBMITTED BY

Table of Contents
Acknowledgement.3 Company Profile4 Executive Summary..12 Research Objective13 Research Methodology..13 Research Findings..15 Conclusion..20 Recommendations..21 Annexure....22 Questionnaire Bibliography

ACKNOWLEDGEMENT
As I begin to reflect on the magnitude of this project report, I am reminded of the celebrated quarterback who sprints on to the field in the last quarter of the game, confers in the huddle, confidently strides out to the line of scrimmage and throws the perfect spiral pass fifty yards downfield into the end zone to score the winning touch down. The fans cheer, the coaches are thrilled and the quarterback joyously revels in the glory of winning the game. But it was a team effort, for a team makes each individual achieve more. I have never been known to have words fail me, but as I begin to put on paper the feelings I have towards the people who changed my heart, soul & thought, I am overwhelmed. There is a difficulty in assigning a hierarchy since it has been a true team effort since the beginning. I wish to acknowledge Mr.Parminder Singh (Regional Head, Channel Sales) and my project guide Mr. Anil Solanki (Account Manager) for their unsatiable desire to know what was going on in my projects and for those millions of opportunities they gave me to share their ideas and knowledge in a large variety of settings. I am sincerely thankful to Ms.Priti Kataria (Regional Head, HR) For her endless support and guidance to persuade this project. My special thanks to the staff of Wipro Infotech for their cooperation and camaraderie shown to a trainee.

Company profile
Where did the journey begin? Wipro was set up in the backdrop of the small town of Amalner in Maharashtra in 1945. Primarily an oil factory, the chief products were Sunflower Vanaspati and 787 laundry soap (a by-product of the Vanaspati operations). The company was called Western India Products Limited, with a modest presence in Maharashtra and Madhya Pradesh. It was in the early eighties that Wipro made its foray into the Infotech arena. An energetic, committed team of professional R & D and marketing managers came together in Bangalore in 1980. With this began the Wipro Infotech story. In a small lab at the Indian Institute of Science (IISc), the team developed the first Indian 8086 chip.

An experience that reads two decades of understanding IT Wipro Infotech, the domestic and Asia Pacific IT Services, Solutions and Products division of the Rs 34,926 million (USD 715 million) Wipro Limited (NYSE:WIT),has etched a trail-blazing path through the Indian IT industry - fueling the growth of IT in the country, partnering with organizations into the world of Information Technology. At every twist and turn of the Indian IT journey, Wipro has contributed its mite, learning and building on the experience. Today, two decades later, it stands at the firmament,as a trusted and experienced provider of a

comprehensive range of IT services,solutions and products. An experience that now spans the globe.

A belief that the Customer is always first At Wipro, it is understood that IT is a business enabler. Its ability to provide continued business value to its customers has been due to its single-minded devotion to Quality through best-of-breed products, global best practices and best-in-class solutions. This powerful combination has taken it closer to its customers, helping it become a partner in their success.

A knowledge that Quality means no compromises The quality journey that saw it endorsing Six Sigma methodology flows through every aspect of business products, processes, people, and services. Its devotion to quality is demonstrated through various initiatives ISO, PCMM, Six Sigma- that ensure it brings you only the best of IT services and solutions.

Delivering Customer satisfaction through Innovation Wipro believe it is its ability to innovate that leads to customer satisfaction. The focus of its Innovation framework is to learn from experience, build on expertise and create solutions and services that satisfy its customers stated and latent needs.

Its Innovation methodology has seen it launch several new practice including Storage Consulting, IT Outsourcing and Six Sigma Consulting, which today is an integral part of its overall consulting framework. TerraNova,its Center of Excellence is a showcase of its solutions and integration capabilities. State-of-the-art technologies and their working across diverse platforms are demonstrated here, through a simulation of the customers business environment. Its innovative e-procurement services are brought to customers through 01markets. These comprehensive procurement services enable clients to identify significant savings in the procurement of direct as well as indirect goods, while substantially reducing sourcing cycle times.

An expertise that delivers a wide range of solutions... Backed by over two decades of experience, it brings multi-platform expertise, global best practices, extensive reach and tested delivery mechanisms to deliver reliable, high quality, cost-effective IT solutions. Wipros expertise and experience instill in you the confidence to entrust your entire IT lifecycle to it. It brings you complete IT services that help plan, architect, implement, integrate, manage and support your IT infrastructure -services that are backed by two decades of learning and quality processes.

...and suggests the right one - Consulting Services Wipros experience with customers has peaked with high-value consulting skills that are reinforced by a keen understanding of the key role that technology plays in enabling business. It bring to you its significant experience in the IT domain, extensive integration skills and sharp insight into business dynamics - that help it advise you on how best to optimize your IT investments.

An experience that breeds trust for customers in India and Asia Pacific Having established itself strongly in the domestic market, it has extended this leadership to global markets. Today, it has full- fledged business offices in Dubai and Singapore with presence in Sydney, Taipei, Bangkok, Hong Kong and Saudi Arabia Marking its early success in the region are several prestigious project wins, in the high end IT Services that touch the core of its customers business processes. These include end-to-end ERP implementation, transport optimization, web-based dealer integration and mediation implementation. Today Wipros customers across India, Asia Pacific and the Middle East recognize and appreciate its ability to deliver high quality, reliable and costeffective IT solutions. And recognize it as a partner in their success. Now and in the future.

AWARDS & ACCOLADES

Awards and accolades have been a way of life during its two decade long journey through the world of information technology. Listed below are some of the more recent feathers in its cap.

Sun Asia South Award-Best Service Sales Partner Wipro was awarded the Best Service Sales Partner by Sun Microsystems in Asia South for the Finanical Year 2002.The Wipro Service Sales team has grown the Sun Spectrum business at 98% over FY01. Wipro continues to be the dominant partner for providing SUN Services in India.

Business Week Ranking Wipro was ranked 5th in the world in Business Week's rating of the 'Most Profitable Global IT Services Companies' (Issue dated June 24, 2002). Wipro was also rated 98th in a rating of the Top 100 Infotech Companies worldwide, by Business Week (Issue dated June 24, 2002).

Asia Inc. Rating Wipro was ranked 10th and was the only IT services company to figure in Asia Inc's November 2001 rating of the Top 20 corporate brands in Asia.

HP OpenView Olympic Sales Champion Wipro Infotech was an HP OpenView Olympic Sales Champion for the year 2001. Wipro received this award for achieving the highest sales for the OpenView product line in India.

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Cisco No.1 Partner Award Wipro received the Cisco Number 1 Partner award in recognition of significant sales achievement for Cisco, for the financial year 2001.

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ALLIANCES Partnering with the best... Wipro Infotech has forged strategic relationships with the some of the world's best technology companies to bring to you a comprehensive suite of IT products, solutions and services. When you come to Wipro you get to leverage these extended relationships and access some of the world's best technologies. Wipro Infotech's list of alliance partners includes the who's who of the technology world.

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Executive Summary
In the ever-competitive IT products market it becomes necessary for each IT producer to understand what the customer wants. Also an in depth knowledge of the satisfaction levels and brand loyalty helps them to better position their product in the minds of the consumer. The knowledge of the satisfaction levels of its own products helps the producer to be in tune with the cusumers needs and demands and an idea about the satisfaction levels of its competitors makes the producer aware of opportunities lying ahead, if any. Satisfaction is further directly related to Loyalty. The more the satisfaction the more the loyalty, the more the sales, the more the profits and thats what you are there for. Thus we conducted a Market Research to reveal the insights of IT Buyers on the decision-making parameters and their satisfaction levels to different IT brands and their loyalty towards them.

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Objective

The research objective is to study the Brand loyalty and Customer

Satisfaction levels and Rank the attributes in order of preference.

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Methodology
A quantitative study had been done which has been layered with qualitative inputs gathered on the basis of interviews during data collection The Sampling technique used has been Stratified sampling To ensure clear representation of various segments The Respondent Profile has beenIT managers : Decision makers The Total Contacts have been: 85 MNCs - 47 Government Bodies - 10 Educational Institutions - 17 Hotel Industry - 9

SOME RESPONDENTS

Goodyear India LG Electronics India Ltd HDFC Bank HSBC Nokia

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Escorts Hero Honda Motors Maruti Udyog Delhi Public School

Step: 1
Satisfaction levels The Respondents were made to rate their Product Satisfaction and

After Sales Service Satisfaction levels on a scale of 1 to 5 with 5 being the highest.

Step: 2
Loyalty

The Respondents were asked weather they were considering

changing their IT Products - why or why not?

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Step: 3
Decision influencing criteria

The Respondents were made to rank the following parameters in order of preference on a scale of 1 to 5 with 5 being the highest. Total cost of ownership After Sales Service Brand Performance

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The Findings
There has been a wide chasm between Wipro and the leader as far as brands owned are concerned

70 60 50 40 30 20 10 0
3 3 8 8 29

68

SUN APPLE ASSEMBLED DELL HCL

38

HP IBM NAS SONY TOSHIBA

4 6

10 4 4

WIN 2000 WIPRO

Total

HP seems to be a hot favourite followed by IBM, followed by Dell The gap between the top 3 and the remaining is very wide. Wipro falls far behind by a large margin

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However, it does not seem to reflect in the overall satisfaction levels After all, Customer Satisfaction is all about managing expectations

5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0

5 4.74.6 4.7 4.3 4 4.6 4.3

4.8 4.2

SUN APPLE ASSEMBLED DELL HCL HP IBM NAS SONY TOSHIBA WIN 2000 WIPRO

Users seem to be satisfied with the brands that they are using All brands reflect high satisfaction levels. Surprisingly even assembled products reflect high satisfaction

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WHAT IS SATISFACTION:

Satisfaction is the level of a persons felt state resulting from

comparing a products perceived performance (or outcome) in relation to the persons expectations.

People have different expectations of the same product or service Expectations can become unrealistic.

experience.

Most users are also satisfied with the after sales service offered by various brands

5 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0

5 4.3 4.4 4.5 3.9 4.5

4.2

5 4.5 3.8

5
SUN APPLE ASSEMBLED DELL HCL HP IBM NAS SONY TOSHIBA WIN 2000 WIPRO

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DOES SATISFACTION LEAD TO LOYALTY?

Loyalty/ Commitment

Dissatisfied

Satisfied

Delighted

High Satisfaction levels lead to high loyalty which is why just 2 respondents are considering to change their IT Products

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Also Product performance emerges as the key deciding factor

34%

21%

23% 22%

Total cost of ownership After sales service Brand Ranking Performance

All the other features are a distant second Is this why even assembled products enjoy high satisfaction levels? Is a good brand anyway expected to perform well? Good performance is implicit in a good brand

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Conclusion

The market is ruled by 3 players: HP, IBM, Dell Very low penetration for Wipro Market leadership is attributed to their brand strength Irrespective of the penetration levels, all brands enjoy reasonable

satisfaction

There seems to develop familiarity with one brand which makes the

user resistant to change

Product performance, implicit in a brand with good image, is a

deciding factor for purchase

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Recommendations for Wipro

Wipro needs to maximize its best customer

Keep them happy with regular servicing Offer its present customers an opportunity to purchase more products
from it: up gradation, added features etc.

Experiment with a promotion wherein its existing customer gets

rewarded for recommending Wipro to a friend and the recommendation getting converted into sales.

Position Wipro as a hardware player

Possibly under a new sub brand, co-branded with Wipro

-To ride on the already established Wipro Brand Direct marketing Vs Mass Media for salience - In the immediate future ,get a bigger bang for the buck by directly contacting the potential TG

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Regular Mailing activity to the decision makers With introduction to high end hardware products from Wipro For the long term, invest in stronger brand building (may be mass media?)

Ride on the new wave

Make the emerging IT buyers as the focus in the near future Tap into Educational institutions and the BPO industry Also look at PSUs as focus companies since they are not too brand conscious

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Annexure
QUESTIONNAIRE

Part A
Dear Sir / Madam, We are conducting a survey and have prepared a questionnaire for that and would sincerely request you to fill it. We thank you for your co-operation. To start with, may I have the pleasure to know some details about you.

Respondents Name: ____________________________________________________ Respondents Designation: _______________________________________________ Company Name and Address: _______________________________________________________________________ _ Contact No: (O) _______________(R) ______________ (Mob)_________________ Interviewers Name: _______________ Date Of Interview: _________________

Thank You

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Part B
QUESTIONNAIRE Question 1: What is the IT Infrastructure that your company has? Brand a) Desktops b) Servers c) Storage Solutions d) Laptops e) Any other (please Specify) Question 2: What would you rate your satisfaction level of the IT Products you are currently using IBM HP WIPRO HCL DELL OTHER (specify) _______ Very Satisfied Almost Satisfied Not Satisfied Almost Dissatisfied Very Dissatisfied Question 3: How would you rate the after sales service of the IT Products you are Currently using Quantity Specifications

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IBM

HP

WIPRO

HCL

DELL

OTHER (specify) _______

Very Satisfied Almost Satisfied Not Satisfied Almost Dissatisfied Very Dissatisfied

Question 4: Rank the factors, which make you, decide on the IT Infrastructure to use from 1 to 5 with 1 being the lowest and 5 being the highest. _________Total Cost of Ownership (TCO) _________After Sales Service _________Brand _________Performance _________Others (Please Specify) ________________

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Question 5: Are you considering to change your IT Products company? Yes Why or Why Not ____________________________________________________________ Question 6: Can you please elaborate on the companies plans to buy more IT Infrastructure. No

Question 7: Other Comments: (If any)

Thank You

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BIBLIOGRAPHY

Books

Principles Of Marketing by PHILIP KOTLER Research Methodology by C.R.KOTHARI

Magazines

Dataquest Computers today PC Guide

Websites

www.wipro.co.in

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