SUMMER INTERNSHIP FINAL REPORT

(2

APRIL 2013 TO 31 MAY 2013)

SUBMITTED BY: ARUN NAGPAL GOA INSTITUTE OF MANAGEMENT PGP-1 (2012-2014) 2012011 (UNDER THE GUIDANCE OF PROF. AMIYA SAHU GOA INSTITUTE OF MANAGEMENT

Table of Contents
1. 2. 3. 4. 5. Title..........................................................................................................................................03 Executive Summary.................................................................................................................03 Background..............................................................................................................................03 Work Plan................................................................................................................................04 About The Company................................................................................................................05 5.1 Wipro Limited..............................................................................................................05 5.2 Milestones....................................................................................................................05 5.3 Global companies of Wipro.........................................................................................06 5.4 Wipro consumer care & lightening..............................................................................06 5.5 Wipro Infrastructure Engineering................................................................................07 5.6 Wipro GE Healthcare Private Limited.........................................................................07 5.7 Wipro Infotech.............................................................................................................07 5.8 Wipro Systems & Technology.....................................................................................08 6. Wipro Power PC.......................................................................................................................09 6.1 Market research for product development....................................................................09 6.2 Wipro Power PC technical specification......................................................................12 6.3 Market segmentation for Wipro Power PC..................................................................13 6.4 Target market for Wipro Power PC.............................................................................13 6.5 Positioning for Wipro Power PC..................................................................................14 6.6 SWOT Analysis............................................................................................................15 6.7 Buyer utility map..........................................................................................................16 7. Marketing and Sales Strategies for Wipro Power PC..............................................................17 8. Market Research.......................................................................................................................19 9. On Job Training...................................................26 10. References................................................................................................................................27 Appendix Questionnaire......................................................................................................................29 Organizations Surveyed..................................................................................................31 Customers met for sales and promotion of Wipro products.....................................................34 Outline of monthly mail to gather business opportunities.......................................................36

1. TITLE
To understand the organizational structure, products, marketing strategies, sales and distribution strategies of Wipro Systems and Technology, pre-launch market research and analysis for acceptability of Wipro Power PC in Chennai by exploring the importance of less power consumption and energy efficiency to various organizations in Chennai and assisting in promotion and sales of Wipro Power PC and other IT Hardware products of Wipro Systems and Technology.

2. EXECUTIVE SUMMARY
The project was undertaken as part of the Summer Internship program of Goa Institute of Management PGDM course. The duration of the project was from 1 April 2013 to 31 May 2013. The entire project was divided into three phases namely enablement, market research and on job training. The enablement phase helped understanding the organizational structure, products and business process of Wipro Systems and Technology. During the market research phase we tried to identify the importance of less power consumption and energy efficiency feature in purchase decision of desktops and other electronic products by various organizations. This helped us analyze whether Wipro Power PC would be acceptable by the enterprises and SME segments in Chennai. The third phase was on the job training which would comprise of promotion and sales of Wipro Power PC and other Wipro IT hardware products to various enterprises and SMEs in Chennai. The project helped in understanding the application of various management techniques and methods like research methodology, sales and distribution through different channels and partners, business to business sales, marketing strategies for the product to corporate customers. The project gave hands on experience of segmentation, targeting, positioning of product and various phases of product launch. The functional areas/subjects spanned by the project are market research and sales to the business/corporate segment.

3. BACKGROUND
India is a power deficit country and it has been estimated that in India the problem of power shortages, load shedding and fluctuations is very common. Moreover, Tier-2 and Tier-3 cities face power cuts for most part of the day. Many primary schools, health care facilities and small industries face severe power shortages. SME and individuals running small business those are dependent on electronic items like desktops, other computing and electronic equipment etc for their day to day business operations incur substantial costs in terms of UPS purchase, vendor management, service cost, wiring and additional socket cost to keep their desktops running during power cuts to ensure business continuity. The increasing electricity charges and power consumption also form a major part of the total
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expenditure of the organization. The project will help Wipro Systems and Technology to assess the feasibility of launch of Wipro Power PC and whether the product would be acceptable by the Enterprises and SME in Chennai. The Wipro Power PC in a innovative products with build-in power backup that reduces the power consumption up to 50%, reduces the vendor management, maintenance and operational costs, . Wipro Power PC will reduce the total cost of ownership to the company deploying it and also reduce power consumption which can be used in other power deficit sectors of the state. The promotion and sales of Wipro Power PC would increase the revenues and top line for Wipro Systems and technology and would help Wipro to get one step closer to achieve its objective of promoting green technologies.

4. WORK PLAN
The entire project was divided in to three phases mentioned below with the quantum of work and timelines. Enablement - Understanding the organizational structure (including the various lines of business, business model and clients profiles), products (IT hardware, Microsoft licenses), marketing strategies, sales and distribution structure and process and other business processes of Wipro Systems and Technology. This phase was completed in one week (2 April 2013 7 April 2013). Market Research This phase involved questionnaire design, sampling, market survey and analysis. The objective was to identify the importance of less power consumption and energy efficiency feature in purchase decision of desktops and other electronic products by various organizations. This helped us to analyze whether Wipro Power PC would be acceptable by the Enterprises and SME segment in Chennai. This phase was completed in four weeks (8 April 2013 5 May 2013). On Job Training - Promotion and Sales of Wipro Power PC and other Wipro products to various Enterprises and SMEs customers in Chennai. This phase was completed in three week (6 May 2013 31 May 2013).

5. ABOUT THE COMPANY

5.1 Wipro Limited Wipro Limited is a global information technology, consulting and outsourcing company with 140,000 employees serving over 900 clients in 57 countries. The company posted revenues of $7.37 billion for the financial year ended Mar 31, 2012. Wipro helps customers to do business better leveraging our industry-wide experience, deep technology expertise, comprehensive portfolio of services and a vertically aligned business model. Its 55+ dedicated emerging technologies Centres of Excellence enable them to harness the latest technology for delivering business capability to their clients. Wipro is globally recognized for its innovative approach towards delivering business value and its commitment to sustainability. Wipro champions optimized utilization of natural resources, capital and talent. Today they are a trusted partner of choice for global businesses looking to differentiate at the front and standardize at the core through technology interventions. In todays world, organizations will have to rapidly reengineer themse lves and be more responsive to changing customer needs. Wipro is well positioned to be a partner and coinnovator to businesses in their transformation journey, identify new growth opportunities and facilitate their foray into new sectors and markets. Wipro is a company with consistent growth, CSGR of 22% in the last 6 years of IT services creating value for its share holders, global footprint. 5.2 Milestones Wipro, one of the world's most trusted brands, is a name with a long history. Here's a snapshot of their journey to date: Established in 1945 as Western India Vegetable Products Limited in Amalner, Maharashtra IPO for capital in February 1946 Ventured in to the fledgling IT industry in 1981 Established software products and exports subsidiary, Wipro Systems Ltd. in 1983 Pioneers in marketing indigenous Personal Computers in 1985 Established a Joint venture with GE in 1989 Entered IT services in the 1990s - we were among the pioneers in developing the ODC (Offshore Development Center) concept Software business assessed at SEI-CMM Level 5 in 1998 Listed on NYSE in 2000 (NYSE:WIT) The first company in the world to be assessed at PCMM Level 5 in 2001 Entered the BPO business in 2002 Entered the Eco-energy business in 2008

5.3 Group Companies of Wipro

5.4 Wipro Consumer Care & Lighting Customer-based innovation Wipro Consumer Care and Lighting (WCCLG) is today among the top 10 FMCG companies and amongst the fastest growing FMCG companies in India. It has a presence in over 40 countries with over 6,500 employees worldwide. Wipro has 8 production plants in India and 5 overseas. The business segments within WCCLG include Consumer Care, Trade Lighting, Commercial and Institutional Lighting, Furniture, North West Switches, Unza and Yardley. In FY 2011-12 WCCLG clocked revenues of Rs. 33.4 billion, a year-on-year growth of 23%. Today's dynamic retail market is brimming with a plethora of FMCG products. WCCLG has contributed a range of consumable commodities to these. Established in 1945, the first product to be introduced by WCCLG was vegetable oil, later popularized under the brand name 'Sunflower Vanaspati'. In the subsequent period other Wipro brands have managed to attract and retain a large consumer base, thus establishing Wipro's market presence. From personal care products, such as Wipro Baby Soft and Wipro Safewash, to toilet soaps like Santoor and Chandrika, Wipro has incorporated the changing needs of the consumers into their varied merchandise. Wipro has also recently rolled out a new range of products- talc, soap and a range of deodorants under the male toiletries brand Aramusk. Their Wellness segment includes brands like Glucovita glucose powder and honey and Wipro Sweet N Healthy artificial sweetener. Wipro also owns international brands like Yardley and Unza.
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Wipro also has comprehensive lighting solutions with fittings like Smartlite CFL, LED, emergency lights and more. These power-saving innovations have carved a niche for themselves in diverse industries IT/ITES, retail and pharmaceuticals. 5.5 Wipro Infrastructure Engineering Building Precision Since 1976, Wipro Infrastructure Engineering, a division of Wipro Limited, has been in the business of manufacturing high-quality Hydraulic Cylinders and Truck Hydraulics Solutions. Known for bespoke engineering designs and advanced manufacturing capabilities, Wipro Infra is the largest independent hydraulic cylinder manufacturer in the world. Wipro delivers world-class cylinders to international OEMs, bearing in mind that precise fit, maximum load capacity and enduring performance are critical to their business success. With manufacturing bases across India, Asia-Pacific, Europe, and Latin America, Wipro specializes in a broad portfolio of Double-acting, Single-acting and Telescopic cylinders and their components for a wide range of segments like Material/Cargo Handling, Forestry, Truck Hydraulics, Construction & Earthmoving, Mining and Farm & Agriculture. Wipro partners with our customers at every step of their requirement by harnessing our leadingedge design, technologies and in-house talent pool in providing optimal hydraulic solutions. Wipro Infra is also into manufacturing of hydraulic pumps for Construction & Earthmoving equipment in a joint venture with Kawasaki Heavy Industries, besides representing the Nabtesco range of hydraulic products in India. Wipro recently ventured into Water Treatment Systems & Solutions, and Aerospace & Defence sector to cater to the needs of these varied industries. 5.6 Wipro GE Healthcare Private Limited Advanced Healthcare Organizations in today's competitive healthcare industry contend with significant challenges. Wipro GE Healthcare Private Limited, are engaged in the research and development of advanced solutions, which help overcome these obstacles. Wipro GE Healthcare is a highly successful joint venture, and part of GE Healthcare South Asia. We are committed to delivering quality solutions that effectively meet the needs of customers and patients. Wipros products and services range from diagnostics to IT, helping healthcare professional combat cancer, heart disease and other ailments. Wipro adheres to Six Sigma quality standards in all our products, while managing a volume of clinical information across the enterprise. Wipros aim is to achieve maximum 5.7 Wipro Infotech Wipro Infotech is a leading manufacturer of computer hardware and provider of IT services in India and the Middle East region. Part of Wipro Ltd, the $6.98 billion conglomerate and global leader in technology enabled solutions, the company leverages on the parent's philosophy of 'Applying Thought' to enable business results by being a transformation catalyst. Backed by their strong quality processes and rich experience managing global clients across various business verticals, they align IT strategies to your business goals. From simple changes in process to innovative solutions, they help the customers harness the power of IT to achieve profitable growth, market leadership, customer delight and sustainability. Along with our best of breed technology partners, Wipro Infotech also helps clients with their
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hardware and IT infrastructure needs. Their vast IT services portfolio includes consulting, systems integration, application development and maintenance, technology infrastructure services, package implementation and R&D services among others. Wipro Infotech maintains offices across India, and has operations in Middle East. They also have a joint venture with DAR Al Riyadh Group in Saudi Arabia. 5.8 Wipro Systems and Technology Wipro Systems and technology is the product division which is committed to green sustainability by offering environment friendly products, processes and systems. Open Computing breaks walls between technologies, people and processes enabling collaboration and innovation. Wipros ability in innovating and marketing products, infrastructure software and related services is built on a foundation of industry standard architecture and open technologies, thereby accelerating productivity for their customers' businesses. Wipro products are designed with technology expertise gained globally and crafted using World class engineering infrastructure. With products that are a hallmark of quality, Wipro take pride in helping clients build a responsible computing environment.

6. WIPRO POWER PC
6.1 Market Research for product development Wipro Power PC is a unique product developed by Wipro. A personal computer with build in power backup of up to two hours, provides cold start option, reduces power consumption by 50%, works at a voltage range of 100 300v, eliminates the need of centralized power back up and vendor management cost. Hence it reduces the overall cost of ownership to the companies and increases the profitability of the product. Wipro Power PC is a unique product in the markets having no competitors in this category of PCs. Wipro engaged a reputed market research firm to find out the market acceptability of a desktop with build in power backup and whether the customers are willing to pay a premium for such kind of a product. The results as shown below showed that customer are willing to pay maximum premium of 30% for a PC with two hours of power backup. Another important finding of the research was that among the top three priorities which influence
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the decision to buy a PC includes the power consumption by the PC. Hence customers are interested in a PC which reduces their power consumption by 50%, provide two hours of power backup and customers are willing to pay 30% premium for such a product over other standard PCs available in the market.

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Below listed are some of the findings and summary of the research that lead to the development of the Wipro Power PC:

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6.2 Wipro Power PC Technical Specifications Wipro Power PC is available in thre SKUs for the retail customers and the specifications can be customized according to the needs of the bulk and back-to-back orders.

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6.3 Market Segmentation for Wipro Power PC The market segments across whom the Wipro power PC would be useful and can be sold are Enterprise, SME and Retail consumers. Wipro Power PC provides a wide range of benefits to each segment and would be a successful product across all three segments. The benefits of Wipro Power PC across all three segments are mentioned below.

6.4 Target Markets for Wipro Power PC The possible target markets for the Wipro Power PC can be:
Organizations expanding in Tier-2 and Tier-3 cities. Organizations with offices at remote locations ( like Post offices, Insurance companies, Licensing departments, Education departments, Pension departments, E-governance departments, electricity and other govt departments) Schools and Colleges which do not use centralize power backup. 13

Computer training centres like NIIT, APTECH with centres all over the country Organized cyber cafe chains like SIFY Banking and NBFC Institutions like Microfinance. Rural BPOs like desicrew, Harva etc. Telecommunication companies like Airtel, Idea, Vodafone etc having offices, outlets at multiple locations Hospitals and Pharmaceutical companies R& D departments opening up in Tier-2 and Tier-3 cities. Transportation and logistics companies having offices at multiple locations. Airlines companies, organized retail chains like Big Bazar, Reliance, Subhiksha, Reliance opening up new branches in Tier-2 and Tier-3 cities.

6.5 Positioning of Wipro Power PC Eliminates the need for a UPS for power backup Reduces the power consumption cost, service Cost, people management cost and vendor management cost Eliminates the need to manage various power input plug-ins for CPU, Monitor and UPS Provides Power back upto 120 minutes 50% less power consumption Cold start option available Support voltage range of 100-300v
Some of the Intangible benefits provided by Wipro Power PC are mentioned below.

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6.6 SWOT Analysis STRENGTHS No need for a UPS for power backup No need to monitor and manage costs: Power consumption cost, Services Cost, People management cost and Vendor management cost No Need to manage various power input plug-ins : CPU, Monitor and UPS Power back up to 120 minutes 50% less power consumption Cold start option available Support voltage range of 100-300v Reduces the total cost of ownership and power bill WEAKNESS More expensive than other standard desktop available in market of competitor companies. 10% performance drop than other standard desktops Battery life of 1 yr only after which the battery needs replacement Available with three SKUs only and cannot be customized for retail customers OPPORTUNITIES Unique products, no competitors in this category of desktops. Can be useful for companies with no centralized backup and companies which have offices in remote locations. Can be useful for Organizations expanding in Tier-2 and Tier-3 cities, Organizations with offices at remote locations ( like Post offices, Insurance companies, Licensing departments, Education departments, Pension departments, E-governance departments, electricity and other govt departments) , Schools and Colleges which do not use centralize power backup, Computer training centres like NIIT, APTECH with centres all over the country, Organized cyber cafe chains like SIFY, Banking and NBFC Institutions like Microfinance, Rural BPOs like desicrew, Harva etc. , Telecommunication companies like Airtel, Idea, Vodafone etc having offices, outlets at multiple locations , Hospitals and Pharmaceutical companies R& D departments opening up in Tier-2 and Tier-3 cities., Transportation and logistic companies having offices at multiple locations, Airlines companies, Organized retail chains like Big Bazar, Reliance, Subhiksha opening up new branches in Tier-2 and Tier-3 cities. THREATS
Other competitors might launch a similar kind of product at low cost and better technology It would inconvenient for companies with centralize backup to switch to such a product even though it reduces the total cost of ownership

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6.7 Buyer Utility Map

Wipro Power PC increases the consumer productivity in Use and Maintenance because it provides Power back up to 120 minutes, 50% less power consumption which reduces the overall cost of ownership and reduces the maintenance cost due to inbuilt power backup. Increase in simplicity in supplements and maintenance since no additional wirings and Sockets are required for CPU, Monitor and ups. Less manpower required for maintenance. Increase in convenience in use and maintained due all above mentioned reasons.

Reduces the risk and the total cost of ownership, as it eliminates the power backup Infrastructure cost, vendor management cost. Ensure more system uptime and business Continuity Wipro Power PC is more environment friendly as it is made of green ECO materials and Free from carcinogenic toxins such as PVC and Brominated Flame Retardants (BFR).

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7. MARKETING AND SALES STRATEGIES FOR WIPRO POWER PC

SAVE POWER, SAVE INDIA CAMPAIGN Wipro can start a social campaign emphasizing the problem of power deficiency in India and how Wipro Power PC plays a role in conserving power. The power conserved can be used in various other deficient sectors, primary schools, health care centres and village that do not receive any electricity. Other than Tier 1 cities, the Tier 2 and Tier 3 cities face power cuts up to 16 hours a day. Indirectly promoting the product through some social campaign would help enticing customer to look at the social aspects and their contribution to society by using such power efficient products. These social campaigns would help create demand for the Eco-Friendly products and other Wipro products can also leverage this advantage as all Wipro products are made of Eco-friendly and non-toxic material. Target Malls Flash Mobs, Skits, Environmental Quizzes, World Environment Day etc. Social Networking Sites Advertise Wipro and its products on Facebook, Twitter, google+. Facebook ads as cheap as Rs 100 per day and help to reach out to much wider audience at a very low cost. The Wipro Facebook page the half a million likes, Wipro can set up a dedicated page its social campaign and advertise Wipro Power PC through that page. Online Retailers Tie up with online IT hardware retailers like Flipkart, Naaptol, Indiatimes to feature a special tab for Power Efficient Desktops. Currently in the desktop category the retailers have tabs for students, travellers, entertainment and lifestyle category of desktops. There is no category of power efficient desktops. This would help power PC stand out than rest of the desktops and customer can compare and analyse the benefits of Power PC than other standard products. Wipro Website Currently the Wipro website only features four categories of desktops, namely All in one desktops, enterprise desktop, slim frame desktops and life style desktops. Wipro can make a special tab of Power Efficient Desktops in the Desktop category on website instead of clubbing the product in the existing tabs. This would help power PC stand out than rest of the desktops and customer can compare and analyse the benefits of Power PC than other standard products. MBA College events Wipro can sponsor MBA college events attended by corporate heads and key people from various organizations. This would help to advertise and showcase products in front of enterprise and SME customers.

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IT Seminars and Conferences Sponsoring or show casing products in IT Seminars and conferences in Chennai which many organization heads attend and key persons from various enterprise and SME organizations can help Wipro to reach out to the target audience. Corporate Award Functions Sponsoring and featuring the product on corporate reward functions like CBNC awards, NDTV awards, Green Awards. Gadget Shows, Magazines and Print Media Featuring the Power PC on the gadget shows and magazines would help incease the brand awareness and brand image of the product and help reach out to the corporate nad retail customers. Digital Flash Counters Now days in every city and town the municipality and government puts up sign boards and digital counters like Number of people killed by smoking, Number of people died due to road accidents etc to sensitize the people about the ill effects of smoking and rash driving. Likewise Wipro can also put up digital counters featuring Number of Power PC in Use and Amount of Power Conserved - in malls, traffic signals etc to sensitize the people about the amount of power that can conserved by using power PC, and as the numbers on counter keeps on increasing, more people would be tempted to use the product. Empower IT Taking IT to Tier 2 Cities in Tamil Nadu ELCOT (Electronics Corporation of Tamilnadu) & NASSCOM Chennai , co-ordinated a campaign to take IT to tier 2 cities in Tamilnadu. Six locations (Hosur, Salem, Madurai, Trichy, Coimbatore & Tirunelveli) has been identified to spread the benefits of IT uniformly across the state. ELCOT has announced lots of competitions (close 10) for the students like Coding, Debugging, etc. The first prize for each of the event was a DELL High End laptop. Wipro should recognize such kind of opportunity to showcase their products and offerings like dell. It would help Wipro to directly reach out to the corporate customers. Chennai Corporate Cricket League Each year a Chennai corporate cricket league is organized where teams from various organizations compete together in a cricket tournament. This can be used as a platform by Wipro to show cases their offering directly in front of the enterprise customers. Wipro can sponsor or set a canopy or stall at the venue to show their products.

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Billing counters As a part of the long term marketing strategy wipro should tie up with Malls, Showrooms, Multiplex, Airports, VIP Lounges, Hotels, Clubs, Organized retail chains, Airlines etc to use Wipro desktops and displays. Wipro can provide these products to above mentioned location at cost to company and provide addition free maintenance contracts as the basic purpose would to be increase brand awareness and not to earn profits. By doing this Wipro would be able to grab more eye balls of retail and corporate customers who visit Malls, Showrooms, Multiplex, Airports, VIP Lounges, Hotels, Clubs, Organized retail chains etc Competition among retail partners Rewards for partner with maximum units sold with certain minimum units selling criteria. E.g if a retail partner is selling 75 units per month on average. Then in order to be eligible for the scheme each partner must sell 100 units per month and from all eligible partners one who sells the maximum units will get the prize. Prizes should like refrigerators, A.C, tour trip which are useful for the partner

8. MARKET RESEARCH
8.1 Objective The objective of the market research was to analyze the acceptability of Wipro Power PC in Chennai by exploring the importance of factors like less power consumption and energy efficiency to various organizations in Chennai in making purchase decision on the IT hardware products. 8.2 Scope Wipro being a green brand is involved in producing and marketing of eco friendly products and recently has come up with Wipro Power PC with build-in power backup that reduces the power consumption by 50%. The PC reduces the total cost to the owner and helps conserve power which can be used in power deficit sectors of India. The research was restricted to Enterprise and SME customers only and did not involve retail segment. 8.3 Sampling For the purpose of sampling we used a list of Enterprises and SME which are operational in Chennai to sample out companies which we felt were the possible target companies for Wipro Power PC and to whom power consumption and power shortage is a critical factor for business operations. The list of companies with contact information is attached in appendix 2.

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8.4 Questionnaire Construction The Questionnaire for market research to assess the feasibility of Wipro Power PC is original and not inspired by any literature. The main purpose of survey was to determine the importance of factors like less power consumption and energy efficiency to organizations in Chennai. The questionnaire is attached in appendix 1. 8.5 Data Collection The data collection was done by visiting each respondent, asking them questions and recording their responses. The duration of survey for each customer would be 15-20 minutes. 8.6 Data Analysis Data was qualitatively and quantitatively analysing the data in terms of percentage of customers who are concerned about their power consumption and consider energy efficiency as important factor while making electronic equipments purchase decisions and assess whether customers are willing to pay premium for products that reduce power consumption substantially. The customers who are concerned about power consumption and are willing to pay premium to reduce power consumption and total cost of ownership are the potential customers for Wipro Power PC. 8.7 Data Analysis The following analysis is based on the 37 responses gathered from the various customers. The survey was done across various SME and Entreprises operational in Chennai and across various verticals like BFSI, IT/ITES, Government departments, Healthcare, Entertainment, Manufacturing, Consulting, Education etc.

Is Power consumption by IT hardware is major part of the total power consumption of the company?
31% Yes 69% No

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Are you willing to pay a premium for power efficient products?

41% 59% Yes No

Would you like to purchase desktops with built in power backup of two hours which will reduce the power backup infrastructure cost?
41% 59% Yes No

Would you like to purchase desktops that would reduce the total power consumption of desktops by 50% and operates on 100-300 volts of power supply?
19% Yes 81% No

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Posters/Banners/Hangings in Malls, Showrooms, Outlets etc. Smart Phones Apps Newspaper Radio Television 0 5 10 15 20 25 30

Source of Information of the Power Efficient products

8.8 Conclusion The responses of the various respondents show that they are concerned about power efficiency and are willing to buy power efficient products. For majority of customers power consumption by IT hardware products is a not major part of the total power consumption by the company. The various unique features of the Wipro Power PC over the other desktops are InBuild battery, power backup up to 2 hours, cold start option, 50% less power consumption and works at voltage range of 100 300 volts. Most of the SME and Enterprises are not interested in the In-Build battery, Power backup and cold start option features of the Wipro Power PC because usually all the organizations have a centralized power backup facility. However the organizations would be more interested in features like 50% less power consumption and ability of the PC to work in 100 300 volts range of electricity. Hence a desktop without the In-Build battery backup and with the features like 50% less power consumption and wide voltage range would be more suitable for the organizations as it is more scalable for the existing infrastructure of the organizations. Since organizations are willing to pay a premium for the power efficient products, Wipro can charge a premium to the customers for such a product.

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Retail customers Power PC These are the customers who usually buy desktop once in every 4-5 years and are looking for convenience and value for money. These customers purchase desktops from some company but have to buy UPS from market. If there is some issue with the desktops then the company representative can come to fix the issue, but if there is some issue with the UPS, then they have to go and search for someone with local shops who will be able to repair the UPS which is inconvenient. The existing product, Wipro Power PC with in-build battery backup, cold start options, 2 hrs of battery back, less power consumption, and wide voltage range would be more successful and value for money for these customers as in many states other than metro cities, there are long power cuts for residential, voltage keeps on fluctuating a lot and power consumption to household matters a lot. The in-battery comes under the service contract of Wipro, so it wont be any hassle for the customer if there are any issues with battery giving them more convenience. Since the Retail consumers purchase desktops once every 4-5 yrs, they will be more willing to pay the premium of 4-5K over the standard desktops if they are getting hassle free maintenance of battery backup and other useful features.

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Enterprise customers Power PC 2 As per the survey the SME and Enterprise customers are not interested in the Build-in battery and cold start option features of the Wipro Power PC because almost all of them have a centralize power backup and they would not be interested to pay a premium of 4-5K as the in-build battery is of very less use to them. But the SME and Enterprise customers are very much interested in features like 50% less power consumption and wide voltage range. Hence a second variant of Power PC without the battery and with 50% less power consumption and wide voltage range would be much successful in this segment. The new variant without the battery would be scalable to the existing backup infrastructure of the various organizations. Customers are also willing to pay premium for power efficient products hence we can also mark-up this variant by Rs1000-2000 over the standard desktops. Standard desktop comes for Rs 26000, Wipro Power PC with Battery RS 30000 and Wipro Power PC without battery can be sold for Rs 27000-28000.

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9. On Job Training
This was the third and final phase of the project. During this phase a list of 50 potential customers for the Wipro IT hardware products was given. We had to call each customer, fix an appointment, meet them to explain about Wipro offerings and product and services catalogue and look for any business opportunity. We could fix appointments and meet 25 customers and were able to generate some business for Wipro. During the course of execution of this phase we found that the brand awareness of the Wipro IT hardware products is less among the organizations due to which Wipro looses a lot of business opportunities every month. Hence we suggested the management to maintain a database of both existing and potential customers, taking inputs from all the sales executives and at least once or twice a month mail them asking for any expansion plans and IT Hardware requirements. The customers who have any expansion plans or requirements do respond to such mails and are interested to receive price quotes from Wipro. By doing this the sales team would ensure the customers remember that Wipro is also a vendor of IT Hardware products and do not miss on any business opportunity. The List of companies to which we went for sales calls is attached in annexure 3 and outline of the form to gather requirement from customers is attached in annexure 4.

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10.REFERENCES
http://www.facebook.com/WiproTechnologies?fref=ts http://www.facebook.com/OneBillionRising?fref=ts http://www.facebook.com/MyMitra.RespectWomen?fref=ts http://www.flipkart.com/computers?_pop=flyout&otracker=hp_submenu_computer_Comp utersHome http://www.mymitra.com/ http://www.naaptol.com/buy/computers_-_peripherals.html http://shopping.indiatimes.com/computers/computers-computers-home/ http://onebillionrising.org/ http://www.wipro.com/products/desktops/ http://jimsindia.org/National_Business_Quiz_2011.aspx http://pbsmanagement.org/Quiz%20and%20Management.aspx http://blog.iimmantra.com/article/business-gk-quiz-2012 http://www.collegekhabar.com/event/view/ahvan-09-management-business-fest-iimindore http://www.allconferences.com/Regional/CHENNAI http://www.conferencealerts.com/country-listing?country=India http://www.kpmg.com/in/en/issuesandinsights/articlespublications/kbuzz/pages/itbpo.aspx http://zinnov.com/news.php?ev_id=90&PHPSESSID=94b84c7584314911c447cdd640b906c1 http://news.indiamart.com/story/spicejet-start-regional-operations-tier-2-3-cities-mid-july141846.html http://www.slideshare.net/probikersagar/metros-in-the-making http://newindianexpress.com/nation/article1483223.ece http://content.timesjobs.com/?p=2932 http://www.thehindubusinessline.com/industry-and-economy/info-tech/mindtree-to-hirestudents-from-tierii-iii-cities/article3911573.ece http://articles.timesofindia.indiatimes.com/2012-02-16/softwareservices/31066613_1_tier-ii-development-centre-tier-i-cities http://emerge.nasscom.in/2008/01/empower-it-taking-it-to-tier-2-cities-in-tamilnadu/ http://articles.economictimes.indiatimes.com/2012-10-01/news/34198145_1_itescompanies-ites-sector-ites-industry http://www.itsap.org/events_inner.php?id_inner=240&id=18 http://newindianexpress.com/thesundaystandard/article367082.ece http://www.minglebox.com/article/freshers-job-placements/education-sector-unravelingemployment-opportunities-in-tier-ii-cities http://toostep.com/trends/new-model-healthcare-plans-for-tier-ii-iii-towns-by-fortis http://articles.economictimes.indiatimes.com/2012-12-08/news/35689094_1_pimprichinchwad-pimpri-chinchwad-pune-region
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 http://business.rediff.com/slide-show/2010/aug/05/slide-show-1-tech-smaller-indian-citiesare-hot-it-bpo-destinations.htm http://www.kpmg.com/IN/en/IssuesAndInsights/ArticlesPublications/Documents/Indian%2 0Retail-%20Time%20to%20change%20lanes.pdf http://www.informationweek.com/hardware/desktop/pc-market-to-shrink-for-secondyear-idc/240150018 http://www.gartner.com/newsroom/id/2230815 http://www.thehindubusinessline.com/industry-and-economy/info-tech/acer-bets-onenterprise-segment-to-keep-its-no-1-position-in-desktops/article3297378.ece

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APPENDIX
APPENDIX 1 (Questionnaire for Market Research)
Through this survey we are seeking responses to conduct a research study on consumer behaviour for academic purposes. A series of questions are given on various aspects of consumer behaviour. Most of the questions (apart from the few questions) are asked in the form of statements and the participants are requested to express their agreeableness to the statement(s) given by checking the appropriate box (indicating options like Yes, No). We solicit your kind cooperation in conducting the study. 1. Is Power consumption by IT hardware is major part of the total power cost of the company? Yes No 2. Are you using green/power efficient technologies? Yes No 3. Are you conducting any employee training programs related to power efficiency? Yes No 4. What is the source of information for power efficient products? T.V Radio Newspaper Smart phones Posters/Banners/Hangings in malls, showrooms, outlets etc 5. Do you think that electronics companies should manufacture power efficient products? Yes No 6. Please select the following items that are a part of organizations IT infrastructure? Desktops Laptops
28

Servers Storage Devices Printers VDI (Visual display interface) Applications (CRM, SCM, SAP)

7. What is the organizations purchase policy of IT Hardware? Once a year bulk purchase As and when required Rate contracts 8. Are you looking for any of the below mentioned solutions? Server optimization/Virtualization Data centre/Disaster recovery Backup solution Mailing solution Any other solution None 9. Please rank the following features in the order of preference while purchasing desktop: Performance (RAM, Hard disk capacity, Graphics, Form factor etc) Aesthetics(Physical appearance of the desktop) Price Total cost of ownership (Power consumption, Easy manageability, Maintenance etc) Brand name Support services/Uptime/Service level agreement 10. Are you willing to pay a premium for power efficient products? Yes No 11. Would you like to purchase desktops with build in power backup of two hours which will reduce the power backup infrastructure cost? Yes No

29

12. Would you like to purchase desktops that would reduce the total power consumption by desktops by 50% and operates on 100-300 volts of power supply? Yes No

APPENDIX 2 (List of Companies Surveyed)

ORGANIZATION CONSTRUCTION Mr. Somasundara m 22303100 / 22303308(D) 93827004 70 NAME DESIGNATI ON LANDLINE MOBILE EMAIL

Technip MANUFACTURIN G Sanmar Group Lucas Indian Services

IT Manager

mssomasundaram@technip.com

Gopal Sridhar S

VM system Head IT Dy. General Manager Information Systems General Manager IT Head IT IT Head

2812 8500 ext 8816 04422255032

sg2@sanmargroup.com sridhar.s@lismail.in

Turbo Energy

Mr. Vinod V.Kala Gowri Sankar indarsarath Jayakumar

91- 4430063576 04426259763 04426234488 28213270/42 910781 28292727/28 291608 extn 314 04425941133 28242758/28 272711 22628199 04427156045-47 044-274 52816 / 274 52851 27641400 47484051 04447118624 26152200 044 22541686 98403117 99 04426258211 98409753 72 98403565 06

Vinodhkannan.M@turboenergy.co.i n

Lucas TVS Wheel India Amararaja Batteries Chettinad Cements Madras Fertiliser Nippo Batteries Igarishi Motors India Ltd Mando India

kala.gs@lucastvs.co.in indarsarath@wheelsindia.com cjayakumar@amararaja.co.in

S. Abhirami Karthik R. Swami Karthi.D/Rajku mar Dileepan

IT Manager DGM IT Manager IT Head IT Head

abirami.s@chettinadcement.com 94441420 95 94440827 31 dgmprodn@madrasfert.nic.in rswami@nippobatteries.com karthi.d@igarashimotors.co.in/rajku mar.s@igarashimotors.co.in dileepants@mando.com

98404471 24 98404261 05 99622184 90

IP Rings Hindusthan Motors FLSmidth Hyundai Glovis Johnsons Lift Molex India Pvt Ltd

Udhayakumar Suresh Kumar R.Karthikeyan Jayant Das Sriramachandr an JS Sreenivashan

IT Head IT Officer IT Manger Sr Manager - Purchase IT Manager Business Developme

udhai@iprings.com ssureshkumar@hindmotor.com Karthikeyan.Ramakrishnan@flsmidth .com jayant.d@glovis.co.in/lois.s@glovis.c o.in sriramachandran@johnsonliftsltd.co m sreenivashan.js@molex.com

98841267 46

30

nt Manager BYD electronics India Ltd TE Connectivity Assist Manager IT Dept Senior Engineer National technical Manager Asst Manager ITS IT Manager IT Manager / Sys. Admin / Asst Manager / IT Manager 04430558888 0120 6794400 extn 432 95000930 49 99100870 62 99802514 94 98946111 98/996261 0758 98442919 69

K.J Vijayan Himanshu Alwani Ashok Srinivasan S.Balasubrama niam Kiran Lagwankar

vijayan.kj@byd.com himanshu.a@te.com

Commscope TV Sundaram Iyengar & Sons Ltd Schneider Electric

080 40150190 04428160853 080 43333333

sashok@commscope.com s.balasubramanian@tvssons.com/ba lachander.tvslogistics@tvssons.com/ bala5685@gmail.com kiran.lagwankar@schneiderelectric.com

Kone Elevators CONSULTANCY D&B

Shan Secura / Ganesan / Gladwin / Rajagopalan

28117706/26 66779999xtn: 9966 04442290000 extn 1112 44-6100 2750 04426213233 044 25619513/92 57 04442022829

99625142 72

ajoo.gladwin@kone.com n.rajagopalan@kone.com

Mr. Arun

IT Manager

IT-support@dandbtechnologies.com

Dexterity Mobius Srishti Consultancy and Services Pvt Ltd Corporation of Chennai Comodo Securities Solution Pvt Ltd Consim India/Bharat Matrimony ENTERTAINMENT AND HOSPITALITY Club Mahindra Sathyam Cinemas IT/BPO Ajuba CAMS FSS Syntel Virtusa Quintegra

Chinnadurai. S Nandakumar Ramkumar Venkat S.C Dinesh Prakash

IT Manager Sys Admin

chinnadurai.s@dexterity.in nandakumard@mobiusservices.com 93810013 35 ramkumar@srishticonsultancy.com/ ramkumarv2001@yahoo.com

IT Manager Asst Engineer Lead - IT Infrastructu re

dinesh_edp@yahoo.com 98403733 75

Manickavelu.E Balasubramani am

manickavelu@comodo.com

Sys Admin

044 24631500

balasys@consim.com

Balamurgan G Thanigaivel

Sr Manager - IS IT Manager

4439142014 43920432 04430680466 04428521596 /0516 044-4741 5600 04424407500 04466080400 044-4391 7100

97890884 71

balamurugan.ganesan@mahindrahol idays.com thanegai@sathyamcinemas.com; jallal@sathyamcinemas.com

Anand Shetty Ramakrishnan Khaja Mohideen RAMESH SRINIVAS Shakti Jagannathan Prasad G

IT Manager VP - IT IT Manager DGM IT IT Manager IT Department

87544489 59 96000016 30 98409850 74 98847111 44 99401511 44

anand.chetty@ajubanet.net n_ramakrishnan@camsonline.com khajaman@fss.co.in ramesh_srinivasan@syntelinc.com sakthij@yahoo.com prasad.g@quintegrasolutions.com

31

Bhawan Cybertek Trimble Information Technologies India Pvt Ltd Idealsite Technologies Pvt Ltd

Kamal Kannan/Senthi l

IT Manager Product Application Engg Managing Director Senior Manager Infrastructu re

43449000 extn 9102

94441902 96

kamalk@bahwancybertek.com

Austin Bomnic R.P Chandhrakum ar

04422541941 04422452825/22 440831

95662989 65 98418330 01

austin_bomnic@trimble.com

chandhru@idlsite.com

Photon Madras Networking Company Softex Infotec Pvt Ltd

S. Janardhan Reddy

044- 3061800 04465399139

91766027 13 98408106 08 98693776 50 98400007 23

janardhana.reddy@photon.in

V.Srinivasan Naveen S. Gaddam

Accel Frontline SRA Systems EDUCATION SERVICES

S. Sivakumar Raghavendra

IT Manager Tech Support Engineer Pre Sales ManagerNetworking IT Manager

srini@mncindia.net

022 24146432 04442252221 4213 8656

naveen_gaddam@softexinc.com

s.sivakumar@accelfrontline.in rbs@srasys.co.in

3 Edge Solutions BANKING/NBFC/ FINANCE

Mr.Arun Kumar/Mr.Diw akar

IT Manager

33783333

98416263 33 arunkumar an

diwakar.a@3edge.in

Polaris Cashedge India Pvt Ltd TVS Capital HDFC Bank

Raymond Arogyaswamy/ ravichandran Raja Vishnudevan P Sarath Krishna S.Palaniappan/ Modi Kumar R.Manikandan Mr.Mahesh

Vice President IT Head IT Head IT Manager

04439874000 EXTN 5266/398740 00 42082430 04442954800 04424430152 04428134480/28 134309 04428343948 04442995000

99620330 31

raymond.arogyaswamy@polarisFT.c om rajae@cashedge.com c.vishnudevan@tvscapital.in

95436342 82 94443960 41 98402915 90 99401912 76

sarath.panapakam@hdfcbank.com agmmis@indianbank.co.in/mailsupp ort@indianbank.co.in edp@repcohome.com maheshpp@equitas.in

Indian Bank Repco Home Fianance Limited Equitas Micro Finance HEALTHCARE/PH ARMACEUTICAL Chettinad Health City

AGM ManagerEDP AGM-IT

Michael S M

IT Head GMSystems General Manager -

TTK Group ENERGY Tamilnad Petrochemical

R.Srikanth Shankar Ramakrishnan

47413370 /47411000 0442811610810/28113134 91 44 49030512

90947570 00

michaelsm@chettinadhealthcity.co m

srikanth@ttkhealthcare.com 91 98402 18400

shankar.ramakrishnan@amih.in

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Group IT ReGen Powertech Pvt Ltd Neyveli Lignite Corporation Ltd Balaji Sampath Srinivasan S. Vijayalakshmi Mr.Balasubra maniam DGM- Infra and Expansion Chief Manager/E DP 04430230200 04142252214 99400094 84 94434265 00

balaji.s@regenpowertech.com

Saipem TRANSPORTATIO N/LOGISTICS

D. G. M

66840035/36

s.vijayalakshmi@nlcindia.com m.balasubramanian@saipemindia.com/j.nirmalkumar@saipem.co m

Agility

Rajkumar M S

SICAL

S Jothivel

Thales Group IMPORT/EXPORT Ennore Port Limited TELECOMMUNIC ATION Aircel Zen Exim Pvt Ltd

Kali Charan

Senior N/w Analyst Assist Vice President IT IT Manager / Security Officer Assistant Manager

04439892828/39 998685

91767210 20 99401546 23 99401894 01

rjkumar@agilitylogistics.com

044 66157097

sjothivel@sical.com

43961222 044252521666

kali.charan@india.thalesgroup.com

N. Hariharan

hari@epl.gov.in

Rajaram PV C.Panneer Selvam

Entreprise Lead Technical Consultanat

044 42280000 079 26859890/91

95510893 66 99401632 44

rajaram.pv@aircel.co.in cpselvam@zengroup.co.in

APPENDIX 3 (List of customers whom we met for sales and promotion of Wipro products)
ORGANIZATION NAME Mr. Somasundar am Sridhar S DESIGNATIO N LANDLINE 22303100 / 22303308(D) 044-22255032 MOBIL E 938270 0470 EMAIL

Technip Lucas Indian Services

IT Manager Head IT Dy. General Manager Information Systems General Manager - IT Head IT IT Manager IT Manager Sys Admin Sr Manager IS

mssomasundaram@technip.com sridhar.s@lismail.in

Turbo Energy

Mr. Vinod V.Kala Gowri Sankar indarsarath Mr. Arun Chinnadurai. S Nandakumar Balamurgan G

91- 44-30063576 044262582 11 984097 5372

Vinodhkannan.M@turboenergy.co.in

Lucas TVS Wheel India D&B Dexterity Mobius Club Mahindra

044-26259763 044-26234488 66779999xtn:9966 044-42290000 extn 1112 44-6100 2750 4439142014

kala.gs@lucastvs.co.in indarsarath@wheelsindia.com IT-support@dandbtechnologies.com chinnadurai.s@dexterity.in

978908 8471

nandakumard@mobiusservices.com balamurugan.ganesan@mahindrahol idays.com

33

Sathyam Cinemas Ajuba CAMS FSS Syntel Virtusa

Polaris Cashedge India Pvt Ltd TVS Capital HDFC Bank Chettinad Health City TTK Group Neyveli Lignite Corporation Ltd

Thanigaivel Anand Shetty Ramakrishna n Khaja Mohideen RAMESH SRINIVAS Shakti Jagannathan Raymond Arogyaswam y Raja Vishnudevan P Sarath Krishna Michael S M R.Srikanth S. Vijayalakshm i Mr.Balasubr amaniam Rajkumar M S

IT Manager IT Manager VP - IT IT Manager DGM -IT IT Manager Vice President IT Head IT Head IT Manager IT Head GM-Systems Chief Manager/ED P

43920432 044-30680466 04428521596/0516 044-4741 5600 044-24407500 044-66080400 044-39874000 EXTN 5266/39874000 42082430 044-42954800 044-24430152 47413370 /47411000 044-2811610810/28113134 954363 4282 909475 7000 875444 8959 960000 1630 984098 5074 988471 1144 994015 1144 996203 3031

thanegai@sathyamcinemas.com; jallal@sathyamcinemas.com anand.chetty@ajubanet.net n_ramakrishnan@camsonline.com khajaman@fss.co.in ramesh_srinivasan@syntelinc.com sakthij@yahoo.com raymond.arogyaswamy@polarisFT.c om rajae@cashedge.com c.vishnudevan@tvscapital.in sarath.panapakam@hdfcbank.com michaelsm@chettinadhealthcity.com srikanth@ttkhealthcare.com 944342 6500

04142-252214

Saipem

D. G. M Senior N/w Analyst Assist Vice President IT

Agility

66840035/36 04439892828/3999868 5

s.vijayalakshmi@nlcindia.com m.balasubramanian@saipemindia.com/j.nirmalkumar@saipem.co m

917672 1020 994015 4623

rjkumar@agilitylogistics.com

SICAL

S Jothivel

044 66157097

sjothivel@sical.com

34

APPENDIX 4 (Outline of the mail to gather requirement and business from customers)
1. 2. 3. 4. 5. 6. Name Designation Organization Contact Details Office Address Are you looking for any of the below mentioned products or services: Desktops Laptops Servers Storages Server optimization/Virtualization Data centre/Disaster recovery Backup solution Mailing solution Virtual Desktop Interface Sun/HP/IBM Servers Microsoft Licenses Any other solution

35