Introduction – The History

When Michael Dell was a freshman at the University of Texas in 1983, he sold disk drive kits
and random access memory chips in Austin, Texas for earning additional money. In April 1984,
he decided to establish a corporation named Dell Computers Corporation to sell “PC’s Limited”
brand computers. His business model based upon the idea that intermediaries can be surpassed in
the business to the mutual benefit of both, his company and the customer. The “Direct Model”
was created. Success confirmed his business model so in 1987 he could start the first
international subsidiary in England followed soon by Canada, France and Germany. In 2003 the
company is represented in almost every country in the world and is even manufacturing in four
continents.

Today Dell is the world’s leading computer company with a market share of almost 19%. In
2002 Dell employed 34,600 people worldwide and generated a net revenue of more than 31bn
USD. Dell’s top competitors are Hewlett-Packard, IBM, Fujitsu and NEC in the personal
computer market, which constitutes Dell’s main market.
“Hope through Entrepreneurship” tells not just the story of Lenovo’s corporate social
investments, but the company’s own history. In 1984, 11 computer scientists in Beijing, China
had a vision to create a company that would bring the advantages of information technology to
the Chinese people. With approximately $25,000 USD in seed money and the determination to
turn their research into successful products, this team opened their business in a loaned space – a
small, one-story bungalow in Beijing.

Today, Lenovo is encouraging people around the world to make an impact. As Lenovo’s
technology helps bridge the physical gap among different parts of the world, the company’s goal
is to do the same through its social investments.
Given Lenovo’s history and the nature of its business, the company focuses on helping people
around the world transform their lives and their communities. To do this, Lenovo supports
organizations that encourage business development and social entrepreneurship. Through
microfinance institutions such as Opportunity International, Lenovo is helping provide crucial
loans to help disadvantaged people in countries such as Africa, Asia, Latin America and Eastern
Europe.
Introduction
Sony is one of the global electronics company with its headquarters in Tokyo, Japan with an
estimate of 163,000 employees (Sony Corporation, 2008). The sub brand of Sony, Sony VAIO
stands for “Visual Audio Intelligence Organizer”. Sony Vaio was first introduced by Timothy
Hanley in US in early 1996 as a major player in the laptop market across the world. Today, Sony
is positioned among the top five global brands worldwide with $8.87 trillion a year. “Sony’s
sales performance for the next year is expected to see revenues rise by 1 percent to $9 trillion”
(Sony Revenue and Profits Rise as Europe Becomes Biggest Games Market, 2008).

Sony started Vaio business in Asia in 2000 with a customer oriented business platform. It uses
the marketing concept as its marketing management philosophy which identifies, anticipates and
satisfies customer requirements profitably. Vaio’s target market is the youth market that looks
ahead of the speed and memory into design. Consequently it comes in variety of colours like
Blazing Red, Indigo Blue, Pure White, Beauty Pink and Aroma Black.
Introduction
HP Enterprise Business is one of three business segments of Palo Alto based Hewlett-Packard
Company Hewlett-Packard. It is based in Palo Alto, and has over 100,000 employees with a
turnover of $37.7 billion USD in 2007. On September 23, 2009 HP renamed TSG to HP
Enterprise Business.
HP Enterprise Business (formerly called TSG) is the largest business segment of HP, accounting
for 36% of HP's 2007 revenue, providing servers, storage, software and information technology
services that enable enterprise and midmarket business customers to manage their current IT
environments and transform them into a business enabler. HP Enterprise Business includes
Enterprise Storage and Servers (ESS), HP Services (HPS) and HP Software & Solutions. The
products and services from this organization serve HP's business customers of all sizes in more
than 170 countries.
HP Enterprise Business (formerly TSG) manages enterprise and public sector customer
relationships and also the sales processes across the three business segments to improve speed
and effectiveness of customer delivery. HP Enterprise Business manages direct sales for value
products including UNIX, enterprise storage and software and pre-sales technical consultants, as
well as direct distribution activities for commercial products and go-to-market activities with
systems integrators and ISVs.
HP Enterprise Business also drives HP’s vertical sales and marketing approach in the
communication, media and entertainment, financial services manufacturing and distribution and
public sector industries.

Organizational structure
HP's operations are organized into seven business segments:
• Enterprise Storage and Servers ("ESS"),
• HP Procurve
• HP Services ("HPS"),
• HP Software & Solutions,
• Personal Systems Group ("PSG"),
• Imaging and Printing Group ("IPG"),
• HP Financial Services ("HPFS"), and
• Corporate Investments.
The three business segments ESS, HPS and HP Software are structured beneath the broader
Technology Solutions Group (TSG) in order to capitalize on up-selling and cross-selling
opportunities, and given the solution sale approach across the HP enterprise offerings.

Introduction
Toshiba, a world leader in high technology, is a diversified manufacturer and marketer of
advanced electronic and electrical products, spanning information & communications equipment
and systems, Internet-based solutions and services, electronic components and materials, power
systems, industrial and social infrastructure systems, and household appliances.
Toshiba was founded by the merging of two companies in 1939.
One, Tanaka Seizosho (Tanaka Engineering Works), was Japan's first manufacturer of telegraph
equipment and was established by Hisashige Tanaka in 1875. In 1904, its name was changed to
Shibaura Seisakusho (Shibaura Engineering Works). Through the first part of the 20th century
Shibaura Engineering Works became a major manufacturer of heavy electrical machinery as
Japan modernized during the Meiji Era and became a world industrial power.
The second company, Hakunetsusha, was established in 1890 and was Japan's first producer of
incandescent electric lamps. It diversified into the manufacture of other consumer products and
in 1899 was renamed Tokyo Denki (Tokyo Electric).
The merger in 1939 of Shibaura Seisakusho and Tokyo Denki created a new company called
Tokyo Shibaura Denki. It was soon nicknamed Toshiba, but it was not until 1978 that the
company was officially renamed Toshiba Corporation.
The group expanded strongly, both by internal growth and by acquisitions, buying heavy
engineering and primary industry firms in the 1940s and 1950s and then spinning off subsidiaries
in the 1970s and beyond. Groups created include Toshiba EMI (1960), Toshiba International
Corporation (1970's) Toshiba Electrical Equipment (1974), Toshiba Chemical (1974), Toshiba
Lighting and Technology (1989), Toshiba America Information Systems (1989) and Toshiba
Carrier Corporation (1999).
Toshiba is responsible for a number of Japanese firsts, including radar (1942), the TAC digital
computer (1954), transistor television and microwave oven (1959), color video phone (1971),
Japanese word processor (1978), MRI system (1982), laptop personal computer (1986), NAND
EEPROM (1991), DVD (1995), the Libretto sub-notebook personal computer (1996) and HD
DVD (2005).
Chapter 1

An Introduction to IMC

Marketing mix

DELL

Product: Though there is no segregation of the different products and services but nevertheless
in separating the components enabled it to target the customers based on the regions in which the
products are manufactured. By assigning each regionalized production centre particular
component for production not only have diversified the risk of concentration of labour and
production costs but also depending on particular infrastructure.

Price: For the above reason Dell\'s product pricing reflect the affordability of the local
consumers. For example basing plants in Xiamen, China Dell has been able to provide products
and services at the local prices without incurring additional costs to price. Price reasonability and
the availability of support, after sales services and parts have alleviated Dell\'s position from
others.

Place: For this reason, Dell has been able to affect the location strategy aspect of its marketing
campaign. As Dell\'s products are always available at the nearest dealer’s customers develop
trust for the \"local Dell\" thereby achieving the objective of gaining their trust in Dell products
and services, and forming a large and diversified consumer base. Dell has also linked itself in
alliance with major players in the IT Industry,
such as Intel to compete better with its potential rivals.

Promotion: Dell in the past have not concentrated on extensive marketing campaigns but these
revolutionaries in 1999 when Dell changed its tactics by engaging in extensive marketing
campaigns. The \"Be Direct\" attitude has changed the way consumer view Dell as the local
producers. Dell has been successful in its promotions and it is time again to revise this campaign
to attract customers.

Promotional Mix

Advertising: Dell advertisements have appeared in several types of media including television,
the Internet, magazines, catalogs and newspapers. Some of Dell Inc's marketing strategies
include lowering prices at all times of the year, offering free bonus products (such as Dell
printers), and offering free shipping in order to encourage more sales and to stave off
competitors.

Direct Marketing: Dell Computer Corporation is more successful than its competitors because
of its 'Direct Marketing' strategy. Dell figured out the direct sales model early and embraced the
internet early. It also entered the business market at the right time, promising good enough prices
combined with good enough service. The competitive advantages of Dell over its competitors
are: Dell’s main competitive advantage has been its direct marketing strategy. It is about giving
customers what they want, when they want it. Dell has JIT inventory system and very good
supplier integration.

Interactive advertising: The biggest advantage of the Internet is the ability to track responses
on a real-time basis. We also track our campaigns and we may shift it if we see good results with
one site. For instance, if we're advertising our new notebook at a site that has notebook reviews
up and we're getting good results, we would want to optimize our advertising with more on that
site or other similar sites.

Sales Promotion: Capitalizing on its marketing campaign starring 20-something, Steven. and
the trademark tagline, . Dude, You. re Getting A Dell.. Dell Computer Corporation has launched
its newest line of products; . Dude Gear. including Dude-branded T-shirts, caps, notebook
backpacks and CD cases. U.S. consumers can purchase online at www.dell4me.com/dudegear.

HEWLETT PACKARD

Product: The merger of Hewlett Packard and Compaq has opened the market to a broadly
diversified mix of businesses, ranging from Server, Printers, Scanners, Fax, Personal Computers,
Notebooks, Handhelds and Multi Function Devices and has segmented its products to a group of
like-minded customers who need a particular selection of service features. Hewlett Packard is
characterized for its great service marketing; and sometimes has many varieties of services to
tempt discriminating buyers. They also offer some truly different packages, ignoring snoozing
competitors who have missed the emergence of a new market segment.

Price: Hewlett Packard’s product pricing lies in the essence of its brand, standing behind such a
strong brand as a leader in innovation and corporate reputation, customer are willing to pay more
for its products, services and solutions. HP believes that if a product, service or support is clear,
consistent, different and better at every touch point it creates a greater experience for its
customer and builds lasting loyalty for its brand, keeping this in mind the HP brand is
acknowledged for its contribution to creating differentiation and builds a closer bond with its
customers through customer loyalty programs.

Place: Like Dell, HP has a direct sales force for its large corporate clients, however HP favours a
model where its products are provided \"indirectly\" to customers through resellers or stores
located across the globe and provides training materials and support programs for retailers and
resellers to assist their customers better. HP will provide its channel partners with the
opportunity to resell and possibly deliver services as appropriate. HP also acknowledges the
benefits of an in-store experience hence benefiting customers with the touch and the feel of the
product. Like Dell, HP has also aligned itself with some of the major players in the IT Industry
such as AMD, Yahoo etc to keep up with the every growing competition within its industry.

Promotion: Unlike Dell, Hewlett Packard has participated in a lot of marketing campaigns and
advertisements targeting a range of segments, e.g. The Disney-themed promotion offering
customers the opportunity to win great prizes while they do their holiday shopping, giving them
the opportunity to be entertained while they promote and market their products. The most recent
ad campaign “The computer is personal again “shows an in-depth consumer research to know
different consumers, their different needs, and a varied range of computers to fit to their needs.

Promotional Mix

Advertising: HP incorporates co-operative advertising in its advertising process. HP corporation

provides the dealers with the materials and guidelines to develop ads for print, television or radio
commercials. This ensures that message is in line with, what the manufacture wants to
communicate. The company and the dealers usually share the media costs and hence, the name
‘co-operative advertising.

Sales Promotion: HP has promoted its products through different sales promotionalstrategies.
During July 2008 and registered within two weeks of purchase qualify for a Bonus Playstation 3
as long as the customer claims is one of the first 35,000 received and validated by HP.

Public Relations and Publicity: HP corporation has its provided contacts for those customers
who will be in need of any information from the company through its website. In this way HP
can create a mutual relationship with its customers and ensure that it serves the wishes and
demands of its customers.

Interactive advertising: HP also track its campaigns and it may shift it if it see good results
with one site. For instance, if we're advertising our new notebook at a site that has notebook
reviews up and we're getting good results, we would want to optimize our advertising with more
on that site or other similar sites.

SONY VAIO
Product: Television and Projectors, Home video, Home Audio, Home Theatre system,
DigitalPhotography , Hand cam video camera , Computer Peripheral , Portable Audio, Game ,
In-Car entertainment , Mobile phones , Storage and Recording media , Batteries and Charge
Other Accessories.

Price: Sony being a company which emphasize product quality, it tends to sell its products with
price range from moderately-high to high-prices, depending on the use and the targeted
customers.
Place: Sony distributes its products through-
1.)ZERO-LEVEL CHANNEL
2.)ONE LEVEL CHANNEL
3.)TWO-LEVEL CHANNEL

In India, sony has used the method of one-level distribution channel

MANUFACTUR RETAILER CUSTOMER

Promotion: Sony India will spend Rs 200 crore in this financial year on advertising and
promotion (Promotional Budget) of the entire range of consumer electronics, out of which Rs 60
crore will be spent only on digital imaging products. The major elements of promotion mix
include advertising, personal selling, sales promotion, direct marketing, and publicity. Sony
Corporation has used all of these marketing communication mix elements.

Promotional Mix

Advertising: Sony incorporates co-operative advertising in its advertising process. Sony

corporation provides the dealers (e.g. Sony World) with the materials and guidelines to develop
ads for print, television or radio commercials. This ensures that message is in line with, what the
manufacture wants to communicate. The company and the dealers usually share the media costs
and hence, the name ‘co-operative advertising.

Sales Promotion: Sony has promoted its products through different sales promotionalstrategies.
For example after the release of the Sony BRAVIA television sets, Sony promoted them by earl
bird prizes by saying that all full HD LCD TVs purchased during July 2008 and registered within
two weeks of purchase qualify for a Bonus Playstation 3 as long as the customer claims is one of
the first 35,000 received and validated by Sony.

Public relations and publicity: through its website, sony corporation has its provided contacts
for those customers who will be in need of any information from the company. In this way sony
can create a mutual relationship with its customers and ensure that it serves the wishes and
demands of its customers.

Marketing mix

LENOVO
Product: In separating the components enabled it to target the customers based on the regions in
which the products are manufactured. By assigning each regionalized production centre
particular component for production not only have diversified the risk of concentration of labour
and production costs but also depending on particular infrastructure.

Price: Lenovo's product pricing reflect the affordability of the local consumers. Lenovo has been
able to provide products and services at the local prices without incurring additional costs to
price. Price reasonability and the availability of support, after sales services and parts have
alleviated lenovo's position from others.

Place: Lenovo has been able to affect the location strategy aspect of its marketing campaign. As
Lenovo 's products are always available at the nearest dealer’s customers develop trust for the
local customers thereby achieving the objective of gaining their trust in Lenovo products and
services, and forming a large and diversified consumer base. Lenovo has also linked itself in
alliance with major players in the IT Industry,
such as Intel to compete better with its potential rivals.

Promotion: Lenovo changed its tactics by engaging in extensive marketing campaigns. The
attitude has changed the way consumer view Lenovo as the local producers. Lenovo has been
successful in its promotions and it is time again to revise this campaign to attract customers.

Promotional Mix

Interactive Marketing: The company has begun to boost the promotion for online buyers, in
particularly the youth and students, because the company could cut great cost to support its low-
price strategy.
Sales Promotion: The Beijing Olympic Games should be a prime platform for Lenovo, China's
largest PC manufacturer, to tout its heritage. But the company, which acquired IBM's personal
computing division in 2005, sticks to its technology message in new ads that close with the line:
"Lenovo PCs Power the Olympic Games."
Advertising: Lenovo advertisements have appeared in several types of media including
television, the Internet, magazines, catalogs and newspapers. Some of Lenovo Inc's marketing
strategies include lowering prices at all times of the year, offering free bonus products, and
offering free shipping in order to encourage more sales and to stave off competitors.

Mareting Mix

TOSHIBA

Applying years of consumer electronics experience to its marketing efforts and constantly
looking for ways to recognize consumer trends and changes, Toshiba America Consumer
Products, L.L.C. ("Toshiba") continues to execute an integrated marketing campaign built on the
foundation of "Image is Everything."
Customers Speak…and Toshiba Listens
Toshiba has a long history of developing marketing programs that are the result of direct
consumer research and input, and the recent campaigns are no exception. Having just completed
a series of nationwide research, Toshiba is well armed with industry data that will help point its
marketing resources in the right direction and ensure that they are speaking to the most targeted
consumer using messages that will resonate.
Some of the initial research points to Toshiba's strong reputation of delivering quality products
while other areas take a closer look at the most important factors in a consumer's decision
making process. "We were very pleased that the research validated our approach to promote
lifestyle and the overall breadth of our product offerings," said Tina Tuccillo, Toshiba's Vice
President of Marketing Communications. "Other key learnings will allow us to build an
aggressive marketing plan that captures and uses an extensive amount of customer information in
setting and tracking marketing strategy."
The Integrated Marketing Disciplines
With fresh insight on its consumers' wants and behaviors, Toshiba can now more effectively arm
its unified product sales, training, advertising, public relations, trade show and online teams with
consistent, integrated messages and themes. By maximizing its reach in the most cost effective
way, Toshiba has been able to keep a consistent, positive position in the Consumer Electronics
marketplace. The proof is found in Toshiba's leadership in many of the Television and Digital
Audio Video product categories in which it competes. This is not only a tribute to Toshiba's
outstanding product quality, but also to its ability to promote a strong brand image.
Toshiba's plans for its upcoming advertising campaign will continue to promote the brand as
well as its full line of TVs and Digital Audio Video products. The new ads will continue to
support Toshiba's lifestyle appeal while focusing on the overall breadth of the Toshiba line of
products and their ease-of-use features, modern space saving designs and convenience.
Toshiba's public relations program has focused on the impact of consumer electronics on
consumer's lifestyles, particularly the benefits, features and overall experience that Toshiba
products provide to its customers. By implementing a combination of media relations, product
reviews, creative mailers, product placement opportunities, media tours, trade events and more,
Toshiba's public relations program, like the advertising campaign, continues evolving to
communicate, educate and increase consumer awareness of Toshiba products to a larger yet
targeted audience.
Toshiba's award winning online communications have also improved with the launch of its
redesigned web site (www.tacp.toshiba.com) to help consumers with a host of new features and
tools which will ensure that the shopping experience is as easy and enjoyable as possible. The
site provides access to product information and registration, owner's manuals and service
information as well as enabling consumers to purchase accessories including Portable DVD
batteries and TV stands. The look and feel of the site also integrates a lifestyle theme that
connects all of Toshiba's marketing disciplines. Online communications and the unveiling of
www.gigabeat.com were also key for the launch of gigabeat® as Toshiba reentered the portable
digital audio category. The site, dedicated to gigabeat and the gigabeat community, features
innovative product guides, music links, accessory information and product updates.
As part of its integrated marketing strategy, Toshiba strategically positions its Training and
Dealer Support Team in metropolitan areas around the United States, in order to provide
support for key retail partners. This internal team is composed of dedicated and knowledgeable
product trainers (Field Support Representatives) who are eager to help the salesforce make it
easier for consumers when they are looking to buy their next Television or Digital Audio Video
player. Toshiba understands the importance of building relationships at the store level and
arming front line sales people with the tools necessary to sell Toshiba products successfully.
Specific materials that are designed to help the retail salesperson also communicate the overall
integrated lifestyle theme, and that campaign is shared with retailers as well. Whether it's a
product review from the public relations effort to help make a sale, or a creative collateral sales
tool that highlights product features and benefits in an easy way, the goal is to create an image
that can be channeled through the "last three feet" between retail salesperson and the consumer.
Toshiba has also developed a full array of product materials including catalogs and product
specific collateral to meet customers' needs. Catering to different sets of needs, Toshiba offers
catalogs devoted to its main TV and Digital Audio and Video lines, its Cinema Series® line, the
new Integrated HD Television line, accessories and stands, and dimensional drawings which
include measurements and weights and carry the telltale lifestyle images to reinforce the Toshiba
brand and products. Consumers can order product information materials by calling 1-800-631-
3811 or by visiting www.tacp.toshiba.com.
"Beyond these individual disciplines, there is a unification of lifestyle themes that really make
the campaign relevant and memorable to the consumer," added Tuccillo. "By incorporating
lifestyle imagery throughout our catalogs, advertising, on the website, and bringing them to life
at press events like Toshiba in Your Life and at trade shows, we are able to communicate an
overall Toshiba brand feeling and recognition to consumers."
Chapter 2

Role of IMC in Marketing Process

Marketing Strategy and Analysis

DELL

HP and Compaq will undoubtedly continue to lose market share to Dell, which has set the
benchmark for manufacturing efficiency. Neither HP nor Compaq by itself has retooled to meet
that competitive situation, and Gartner believes that the merged HP-Compaq would have at least
as much difficulty.
Moreover, Dell already has momentum going for it in gaining PC market share. After taking the
top position in the worldwide PC market from Compaq in the first quarter of 2001, Dell extended
its lead in the second quarter. Dell's shipments grew by 20 percent year over year to 4 million
units, accounting for 13.1 percent of the worldwide market.
This new phenomenon of the internet lowered the prices of personal computers by eliminating
the middle man, and allowed customers more direct access to the manufacturer. Dell, Inc was the
first major company to really seize the opportunity of selling via internet. More traditional
channels are still used by the computer industry as a whole. (Lower 1)
Retail stores such as Best Buy and Circuit City have been built solely around the technology
industry.

SWOT Analysis

Strengths.
• Dell cuts out the retailer and supplies directly to the customers. It uses information
technology, and Customer Relationship Management (CRM) approaches to capture data
on its loyal consumers. So a customer selects a generic PC model, and then adds items
and upgrades until the PC is kitted out to the customer's own specification. Components
are made by suppliers, never by Dell. PC's are assembled using relatively cheap labor.
You can even keep track of your delivery by contacting customer services, based in India.
The finished goods are then dropped off with the customer by courier. Dell has total
command of the supply chain.

Weaknesses.
• The company has such a huge range of products and components from many suppliers
from a plethora of countries, that there is the occasional product recall that can cause Dell
some embarrassment. In 2004 Dell had to recall 4.4 million laptop adapters because of a
fear that they could overheat, causing electric shocks or fires.
Opportunities.
• Kevin Rollins replaced Michael Dell in 2004 as Dell's Chief Executive Officer. Dell
remained the company's Chairman. Despite founder Dell's massive success, new blood
and a change in management thinking could lead the company into a new, even more
profitable period. Dell was born in 1965, and founded Dell in 1984 with $1000 whilst
studying at the University of Texas. He became the youngest Fortune 500 CEO in 1992,
and will be a tough act to follow.
• Dell is pursuing a diversification strategy by introducing many new products to its range.
This initially has meant good such as peripherals including printers and toners, but now
also included LCD televisions and other non-computing goods. So Dell compete against
iPod and other consumer electronics brands.

Threats.
• The single biggest problem for Dell is the competitive rivalry that exists in the PC market
globally. As with all profitable brands, retaliation from competitors and new entrants to
the market pose potential threats. Dell sources from Far Eastern nations where labour
costs remain low, but there is nothing stopping competitors doing the same - even
sourcing the same or similar components from the same or similar suppliers. Remember,
Dell is a PC maker, not a PC manufacturer.
• Dell, being global in its marketing and operations, is exposed to fluctuations in the World
currency markets. Although it is a very lean organization, orders do have to be placed
some time ahead due to their size or value. Changes in exchange rates could leave the
company exposed to potential loses in parts of its supply chain.
Segmentation and Positioning
Dell's product strategy is to target the high-volume systems infrastructure needs of IT
managers. While this has proven to be a revenue-rich strategy for Dell — it has the strongest
financial performance of the four vendors we examined — the company faces the same
challenge that every other hardware vendor in the market does: Become more closely
connected to the objectives of your client's business or be relegated to a commodity position.
Today, Dell's messaging is heavily targeted at IT management decision-makers. However,
that messaging is consistent between Dell's corporate and product marketing so Dell's path
to a stronger business technology (BT) orientation does not have to start with fixing the
position gaps its competitors face.
HEWLETT PACKARD
HP already has momentum going for it in gaining PC market share. After taking the top position
in the worldwide PC market from Compaq in the first quarter of 2001, HP extended its lead in
the second quarter. HP 's shipments grew by 20 percent year over year to 4 million units,
accounting for 13.1 percent of the worldwide market.
HP 's growth is especially impressive considering the decline of the total worldwide market by
0.9 percent in the second quarter. The company was the only one among the top five worldwide
vendors--Dell, Compaq, IBM, HP and NEC--that showed a double-digit growth rate in the
quarter.
These retailers are still a main distribution channel for most computer companies. Telephone
orders have been almost completely replaced by the onset of the internet, but are still a viable
distribution channel for some manufacturers. Another recently discovered distribution channel is
through the sell of Built-to-Order (BTO) or Configure-to-Order (CTO) computers. A customer
simply “builds” their computer online or over the telephone, and it is shipped to their house. Dell
was also the leader in this new concept. “Dell’s built-to-order boxes allow for lower inventories,
lower costs, and higher profit margins-elements that leave it well armed for PC price wars and IT
spending recessions”

SWOT Analysis

Strengths.
For the last couple of years it has held its position as market leader he HP brand is one of the
best known and renowned computer brands in the World. HP cuts out the retailer and supplies
directly to the customers. It uses information technology, and Customer Relationship
Management (CRM) approaches to capture data on its loyal consumers. So a customer selects a
generic PC model, and then adds items and upgrades until the PC is kitted out to the customer's
own specification. Components are made by suppliers, never by HP. PC's are assembled using
relatively cheap labor. You can even keep track of your delivery by contacting customer services,
based in India. The finished goods are then dropped off with the customer by courier. HP has
total command of the supply chain.

Weaknesses.
The company has such a huge range of products and components from many suppliers from a
plethora of countries, that there is the occasional product recall that can cause Dell some
embarrassment. In 2004 HP had to recall 4.4 million laptop adapters because of a fear that they
could overheat, causing electric shocks or fires.

Opportunities.
HP is pursuing a diversification strategy by introducing many new products to its range. This
initially has meant good such as peripherals including printers and toners, but now also included
LCD televisions and other non-computing goods. So HP compete against iPod and other
consumer electronics brands.

Threats.
HP, being global in its marketing and operations, is exposed to fluctuations in the World currency
markets. Although it is a very lean organization, orders do have to be placed some time ahead
due to their size or value. Changes in exchange rates could leave the company exposed to
potential loses in parts of its supply chain.
Segmentation and Positioning

The world’s most powerful brands have been built on foundations of solid market
research, leading to effective market segmentation and consistently well-executed
targeted marketing campaigns. While many of the most obvious examples of powerful
marketing often come from mega-brands like Nike, Coca-Cola, or McDonald’s, the
beauty of these best practices is that they are effective no matter what the size of the firm
putting them in place; as long as they are carried out correctly. It is a process that is
relatively simple, but often overlooked, revolving around what is perhaps the most
important insight a company can have: a true knowledge of the needs and wants of its
customers.

SONY VAIO
Anticipating increasing profit-margin pressure from price reductions, Sony has executed a
second round of layoffs to reduce operating expenses and maintain an 18 percent corporate gross
margin.
This new phenomenon of the internet lowered the prices of personal computers by eliminating
the middle man, and allowed customers more direct access to the manufacturer. Sony Inc was the
first major company to really seize the opportunity of selling via internet. More traditional
channels are still used by the computer industry as a whole. Retail stores such as Best Buy and
Circuit City have been built solely around the technology industry.
These retailers are still a main distribution channel for most computer companies. Telephone
orders have been almost completely replaced by the onset of the internet, but are still a viable
distribution channel for some manufacturers. Sony was also the leader in this new concept.

SWOT Analysis

It uses information technology, and Customer Relationship Management (CRM) approaches to

capture data on its loyal consumers. So a customer selects a generic PC model, and then adds
items and upgrades until the PC is kitted out to the customer's own specification. Components
are made by suppliers, never by Sony. PC's are assembled using relatively cheap labor. You can
even keep track of your delivery by contacting customer services, based in India. The finished
goods are then dropped off with the customer by courier. Sony has total command of the supply
chain.
The company has such a huge range of products and components from many suppliers from a
plethora of countries, that there is the occasional product recall that can cause Sony some
embarrassment. In 2004 Sony had to recall 4.4 million laptop adapters because of a fear that they
could overheat, causing electric shocks or fires.
Sony is pursuing a diversification strategy by introducing many new products to its range. This
initially has meant good such as peripherals including printers and toners, but now also included
Sony, being global in its marketing and operations, is exposed to fluctuations in the World
currency markets. Although it is a very lean organization, orders do have to be placed some time
ahead due to their size or value.
Segmentation and Positioning

Small business owners who want desktop power and convenience in a more portable form factor
Creative professionals, such as graphic artists, photographers, web designers, looking for
powerful graphics performance and a large viewing area so they can keep several windows open
at once Power users, such as engineers and architects, who run heavy apps and require top-flight
performance. Treat your eyes to something new. Enjoy the clarity and brilliance of a 1080p HD
viewing experience wherever you go on the AW Series notebook. Whether you’re powering
through your workload or viewing a Blu-ray Disc™ movie2, XBRITEFullHD ™ technology
delivers an industry-leading viewing experience marked by super-crisp hi-def detail, richer
colors and a brighter display.
LENOVO
Lenovo Group Limited is today the third largest personal computer manufacturer in the world,
after Hewlett-Packard and Dell of the US, and is tied with Acer of Taiwan. Lenovo creates the
most innovative products and services in the personal computing industry. A global technology
leader for 22 years, Lenovo offers a worldwide product line that includes ThinkPad notebooks,
ThinkCentre desktops, and award-winning "air-bag" and fingerprint-reader technologies. Lenovo
also commands 30 percent of the PC marketplace in China, the fastest-growing market
worldwide, offering a variety of consumer and commercial PCs. Lenovo engineers, programmers
and scientists from three laboratories in China, Japan and the United States focus on research and
development that solves customer problems and improves productivity. As Technology
Equipment sponsor of the Torino 2006 Olympic Winter Games and the Beijing 2008 Olympic
Games, Lenovo will be providing the International Olympic Committee with notebook and
desktop PCs, servers, storage and other computing equipment. Subscribing to Olympic ideals of
international understanding, fair competition and excellence, Lenovo contributes secure, stable
computing equipment for the successful operation of the Olympic Games. Let’s discuss its
current marketing efforts and problems.
Segmentation and Positioning
"Lenovo is catching up with its global peers," Cazenove analyst Zhao Xin said of the broader PC
stock sell-down. "The main reason behind this is worries of a U.S. recession, which will result in
less IT spending."
Despite the brewing concern, however, Lenovo Chairman Yang Yuanqing told Reuters at the
Consumer Electronics Show in Las Vegas that the company was insulated from a U.S. slowdown
because of its lower exposure to that country relative to its rivals.
Some analysts agreed, saying the firm's overwhelming dominance in China--it controls a third of
the world's largest PC arena after the United States--would shield it somewhat from an expected
drop in global IT spending.
TOSHIBA
The volume of content on the website had significantly increased since the site’s initial launch.
Toshiba BCD required a solution that could save editorial time, was easy for non-technical
people to use and would allow for future enhancements.
The major challenge was therefore not only to provide Toshiba BCD with an easy-to-use CMS,
but it also had to be compatible with the strict rules that the corporate hosting environment
requires for publishing and staging control. In addition, The requirements for user interface
flexibility and standards compliance made this a challenging project.
Clear People implemented Sitecore CMS for Toshiba BCD, which includes some of the
following features:
• A highly efficient publishing tool
• Adherence to Toshiba global web and security guidelines, including:
- Fully protected staging and intranet environment
- Separate (web-farm server) public facing internet/extranet environment
- Preview and Publishing control
- Workflow control
• World class adherence to web standards
• Clean, elegant and flexible user interface
• Password protected areas (Extranet) for Toshiba partners
• Flexible form control
• Flexible brochure download form controls
Segmentation and Positioning
Toshiba BCD has also been doing more segmentation with partner logins: this allows, for
example, direct partners access to a price list, while indirect partners get their pricing from
distributors. Quick validation: Partners can now register on the portal, and once the email
address is validated and Toshiba BCD approves the partner, the partner can immediately log on
to the portal.
Chapter 3
The Role of Ad Agencies and Other Marketin Communication Organizations
DELL
Ad agency: Enfatico, Bangalore, India
Creative Director:
Copy Writer:
HP
Ad agency: BBDO Guerrero/Proximity Philippines
Creative Director: David Guerrero
Copy Writer: Rachel Teotico
SONY
Ad agency: Nascom, Belgium
Creative Director:
Copy Writer:
LENOVO
Ad agency: Ogilvy & Mather Worldwide
Creative Director: Amit Akali, Malvika Mehra and Neel Roy
Copy Writer:
TOSHIBA
Ad agency:
Creative Director:
Copy Writer:
Chapter 4
Perspective on Consumer Behaviour
Consumer Decision Making Process
HP
This ad copy shows different features of the laptop. The copy is trying arouse the problem in the
minds of the customers. Thus the copy tries to motivate the customers to buy the laptop with new
features.
The copy also provides information to the customers who want to buy a laptop and are in search
of the information of features. There is not much sensory input in the copy.
Resonse: Long term
Senses trigered: Eyes, ears
LENOVO
This ad copy gives the message that the laptop is "Heavy on features, light on weight." This ad
copy presents marketer induced problem of the heaviness of the laptop. Thus the copy motivate
the customers to replace their heavy and less featured laptop with the Lenovo laptop.
The copy attract the attention of the spectator through hyperbole.
Resonse: Long term
Senses trigered: Eyes, ears
TOSHIBA
The maessage of the copy is that where others cannot go ahead toshiba continues because of it’s
the best technology. The copy uses hyperbole to show the mastery of thechnology. Through
sensation it attract the attention of the people. It catters the esteem need of the people.
Resonse: Long term
Senses trigered: Eyes, ears
SONY VAIO
The ad copy shows the ultimate lightness of the laptop.Hyperbole has been used to atttract the
attention of the people.
The copy streses on the heavyness of the laptops and motivates people to solve their problem by
purchaging Sony Vaio.
Resonse: Long term
Senses trigered: Eyes, ears

DELL
The ad copy stress on the problem of typicallity and provides solution through customisation.
The copy attracts the attention through hyperbole about customisation.
Resonse: Long term
Senses trigered: Eyes, ears
Chapter 5: The Communication Process
A Basic Model of Communication
HP
Souce: HP Corporation
Encoding: The copy has used the logo of the company, special font pattern of the company.
Message: The written and non verbal message of the copy is that the laptop is full of all the
needed featurs.
Channel: Mass media (TV commercial)
Receiver: The mass watching TV
Noise: Here the noise may be the language(English)
Response: NA
LENOVO
Souce: Lenovo Corporation
Encoding: The copy has used the logo of the company.
Message: The spoken and non verbal message of the copy is that "Heavy on features, light on
weight."
Channel: Mass media (TV commercial)
Receiver: The mass watching TV
Noise: Here the noise may be the language(English)
Response: NA

TOSHIBA
Souce: Toshiba Corporation
Encoding: The copy has used the logo and punch line of the company.
Message: The spoken and non verbal message of the copy is that when others stop Toshiba
laptop continues working.
Channel: Mass media (TV commercial)
Receiver: The mass watching TV
Noise: Here the noise may be the language(English)
Response: NA
SONY VAIO
Souce: Sony Corporation
Encoding: The copy has used the logo of the company.
Message: The spoken and non verbal message of the copy is that light like no other
Channel: Mass media (TV commercial)
Receiver: The mass watching TV
Noise: Here the noise may be the language(English)
DELL
Souce: Dell Corporation
Encoding: The copy has used the logo of the company.
Message: The spoken and non verbal message of the copy is that purely for you.
Channel: Mass media (TV commercial)
Receiver: The mass watching TV
Noise: Here the noise may be the language(English)

Chapter 6: Source, Message and Channel Factors

HP
Souce: HP Corporation
Message: It has verbal and visual masage. The copy appeals to rational and logical aspect .
Channel: Mass media (TV commercial)
LENOVO
Souce: Lenovo Corporation
Message: The copy has visual message. The copy appeals to rational and logical aspect .
Channel: Mass media (TV commercial)
TOSHIBA
Souce: Toshiba Corporation
Message: The copy has visual message.The copy appeals to rational and logical aspect.
Channel: Mass media (TV commercial)
SONY VAIO
Souce: Sony Corporation
Message: The copy has visual message. The copy appeals to rational, imaginative and logical
aspect .
Channel: Mass media (TV commercial)
DELL
Souce: Dell Corporation
Message: The copy has visual message. The copy appeals to rational, imaginative and logical
aspect.
Channel: Mass media (TV commercial)
Chapter 7: Establishing Objectives And Budgeting For The Promotion Programme
Advetising Objectives:
DELL
To attract and inform customers about the customisation provided by the corporation.
SONY VAIO
To attract the customers by shwoin the edxtrerme lightness of the laptop.
TOSHIBA
To shwo the tchnol;ogy leadership of the coporatiopn.
LENOVO
To attract the customers by showi8ng the combination of features and the lightness of laptop.
HP
To inform the customers about the features of the laptop.
Chapter 9: Creative Strategy: Implementation and Evaluation
Ad Analysis Grid:

Ad Ad execution
appeal Factual Factual Product Dramatisa Sti Mataph Demonstra Spok Testimo Borrow H Hyperbole
straightfor provocat compari tion ll ore tion es nial ed u
ward ive son lif pers Interes m
e on t ou
r

Product/ser HP TOSHIBA
vice featurs
appeal

Product/ser LENOVO DELL

vice
SONY
competitive
VAIO
advantage
appeal

Product/ser
vice
favourable
price
appeal

Product/ser
vice news
appeal

Product/ser
vice
popularity
appeal

Generic
appeal

Consumer
service
appeal

Consumer
self
enhancmen
t appeal

Fear appeal

Consumer
savings
through use
appeal

Product
trial
appeaal

Corporate
citizenship
appeal

Investor
appeal
Social ads

Recruitmen
t ads