Impact of Promotional Activities For Selling HCL Products by Arun Suthar

A PROJECT REPORT
ON
“IMPACT OF PROMOTIONAL ACTIVITIES FOR SELLING

HCL PRODUCTS”
At
HCL Info systems Ltd.
SUBMITTED TO
PAI International Centre for Management Excellence
Maharashtra Cosmopolitan Education Society
BY
ARUN SUTHAR
MBA – 3rd Semester
(2008-10)
PAI International Centre for Management Excellence 1

Maharashtra Cosmopolitan Education society
EXECUTIVE SUMMARY
The basic concept of my project “Impact of promotional activities for selling HCL products”
was based on sales promotion and selling.
For this I had got a training of product knowledge of wide range of products such as HCL
laptops, desktops, Nokia mobiles, Canon Printers, Kodak Cameras, X-Box, Apple IPods, etc.
Consumer retention is the key success factor for any competitive market. An effort was made to
ascertain and analysis customer views and preferences for the product through process of Brand
Recall. Also, a detailed study was made to understand the performance pattern of major
competitors of laptop.
In doing so, it was possible to assess the competition in the market, hence enabling us to position
ourselves more effectively and strategize on a long term basis. During the course of this project, I
was also fortunate enough to be able to study the promotional campaigns carried.
This report contains the findings arrived after detailed analysis of the data received through filing
questionnaires by the users of laptops at various areas of Pune. The study was also carried out to
find the cause of the declining sales rate of these brands. We did many promotional activities and
I went to various societies, corporate, schools and colleges for creating awareness.
The promotional activities like canopy shows and broachers distribution were carried out at main
location near to the HCL Company. In this activity we have given live demo of laptop, desktop
and mileap laptop to the end user i.e. the customers; this activity was mainly done in the viman
nager and vadgaon sheri. Giving them demo, and brushers, and handling there queries regarding
the Products.

TABLE OF CONTENTS
Chapters Particulars Page No.
1. Introduction 4 -5
2. Objectives 6
3. Research Methodology 7-10
4. Company Profile 11-20
5. Literature Survey 21-26
6. Data Analysis 27-39
7. Findings 40-41
8. Conclusion 42
9. Limitation/future scope 43
10. Recommendations 44
11. Bibliography 45
12. Annexure 46 -47

Chapter 1- INTRODUCTION
INTRODUCTION TO THE PROJECT
This chapter explains about the background and states the objectives of the project. The purpose
of the study is to determine the impact of promotional activity for selling HCL products in Pune
city only.
Promotion is comprehensive terms, and covers the entire gamut of advertising, publicity, public
relations, personal selling and sales promotion. Sales promotion is thus a part of promotion and
is restricted to direct inducement on a short term basis services.
The same promotional strategy was applied by HCL to promote their products and boost up its
sales. The HCL performed promotional activities like canopy, road shows, EPP, broacher
distribution, etc.
In the present competitive world if any business organization has to survive it needs to keep an
eye on various forces operating in the market. More over competitors constantly try to win over
others. In this scenario, every business organization needs to monitor the changes taking place in
the market so that they are not caught. Market research is an efficiency tool in the hands of a
marketer that helps him to take changes taking place in the market.

SCOPE OF THE PROJECT
 The scope of the study is limited only to the Pune city.

 The main purpose of survey is to throw light towards the promotional activities on the
sale of the product.
 The promotional activity was restricted only for Pune.
 The activities were carried out only at show rooms, road shows and residential areas.
IMPORTANCE OF THE STUDY
This study is important in the sense as we can measure the position of the product after analyzing
the data that we have with us. This study also gives an experience to the management student
who is doing the research as it is the base of marketing.

Chapter 2- OBJECTIVES
1. To study the marketing strategies of HCL.
2. To find out the effectiveness of promotional strategies of HCL.
3. To ascertain the impact of promotional activity on purchase decision.
4. To find out the measures to boost up sales.
5. To conduct promotional activity to boost sales of HCL.
6. To analyze the awareness among public about the HCL products.
7. To find out the reasons for low sales of the products.
8. To conduct promotional activity in various places like shopping malls, residential areas,
corporate etc.
9. To increase the prescription rate among the respondents by using promotional tools.

Chapter 3- RESEARCH METHODOLOGY
DEFINITION:
Research refers to „a search for knowledge‟. It can be defined as a scientific and systematic
search for pertinent information on a specific topic.
Research comprises defining and redefining problems, formulating hypothesis or suggested

solutions; collecting, organizing and evaluating data; making deduction and reaching
conclusions; and at last carefully testing the conclusions to determine whether they fit the
formulating hypothesis – Clifford Wood.
RESEARCH METHODOLOGY
It is a way to systematically solve the research problem. It may be understood as science of

studying how research is done scientifically. In it we study the various steps that are generally
adopted by the researcher in studying his research problem along with the logic behind them. In
general methodology is an optional framework within which the facts are placed so that the
meaning may be seen more clearly. The sources of data shown that designing of a research plan
calls for decision on the data sources are research approaches (primary and secondary data)
research instruments (observation survey experiment) sampling plan and contact methods
(personal interviews).
RESEARCH DESIGN
A research design is the determination and statement of the general research approach or strategy
adopted for the particular project. It is the heart of the planning. If the design adheres to the
research objectives, it will ensure that the client need will be served.

Research design is a plan structured and strategies of investigation. It is the arrangement of
condition and analysis of data in a manner to combine relevance to the research purpose with
economy in procedure.
 In order to achieve the objective it was necessary to talk to the customers and public to
draws the conclusions regarding the objective.
 For visiting the customers and publics to collect the relevant information; a questionnaire
has to be designed. The questionnaire was designed in such a manner to achieve the
objective of the research.
 The sample size taken is 100 customers and publics.
TYPE OF RESEARCH
In this project Descriptive Research has been used.
Descriptive Research:
This is kind of research structure which is concerned with describing the characteristics
of the problem. In this way the main purpose of such a research design is to present a
descriptive picture about the marketing problem on the basis of actual facts. For this it is
important to obtain the complete and actual information about the subjects.
NATURE OF RESEARCH
Quantitative type of research has been used. As all the data was based on numerical figures
obtained in the survey.
TYPE OF QUESTIONS
The questions were self-administered, with a view to obtain maximum information from the
respondent that is why the questions were straightforward.

TYPE OF QUESTIONNAIRE
The entire questionnaire was standardized and formalized.
TYPE OF ANALYSIS
As all the data found in the survey is totally numerically so the type of analysis was statistical.
SOURCE OF DATA
 PRIMARY DATA
The data which is collected fresh and for the first time and thus happen to be the original
one characteristic is called as the primary data.
 SECONDARY DATA
The data which is already collected by someone else and which have been passed through
the statistical process is known as the secondary data.
METHODS OF COLLECTING PRIMARY DATA
Interview Method
In this project I have taken the questionnaire method for collecting necessary information. In this
method a questionnaire is given to the person concerned with question to answers the question
and return the questionnaire. A questionnaire consists of number of question printed in a definite
order on a form or a set of form.

SELECTION OF THE SAMPLE/SAMPLING PLAN
This is one of the most important steps of a research design procedure. Generally in most of the
marketing studies on sample or most of the sub group of the total population pertaining to the
subject is included on the place of the universe.
The following things are primarily considered in the sample:-
 Sample Size
The sample size of the population was 100 respondents.
 Sample Population
A survey of people who either own or plan to purchase laptop and on located in
Pune city only.
 Sample Extent
 Viman Nagar
 Vadgaon sheri
 Sampling Methods
The sampling method for the survey was random sampling. Random sampling suggest
away of sample selection where in any item of the population is likely to be selected in a
sample as any other item it means that all items of the population have equal probability
of being selected in the sample.
SECONDARY DATA COLLECTION
The report mainly consists of a data from the primary source gathered the schedule of questions.
Questionnaire is the formal tool of asking questions directly from respondents by which
questions are asked. Information about the product is taken from various sources such as
websites, newspapers etc.

Chapter 4- COMPANY PROFILE

HISTORY OF HCL
HCL Info systems Ltd is one of the pioneers in the Indian IT market, with its origins in 1976. For
over quarter of a century, we have developed and implemented solutions for multiple market
segments, across a range of technologies in India. We have been in the forefront in introducing
new technologies and solutions. The highlights of the HCL saga are summarized below:
1976- Hindustan Computer limited (HCL) is born.
1977- Forms distribution alliance with Toshiba for copier & Notebooks.
1978- HCL Successfully ships in house designed micro-computer at the same time as Apple.
1983- Indigenously develops an RDBMS, a Networking OS & a client server architecture, at

the same time as global.
1986- HCC Becomes the largest IT Company in India.
1989- Introduce fine grained Multiprocessor UNIX 3 yr a head of “sun& HP”
1991- HCL Hewlett Packard J. Develops Multi Processor UNIX of HP & Heralds HCLS entry
into contract R&D.
1994- Forges distribution alliances with Ericsson Switches & Nokia cell Phone.
1997- HCL‟s R&D spinoff as HCL Technology Mark advent info Software services.
2003. HCL Becomes the first company to cross the 1,00,000 unit Milestone in the Indian
Desktop PC Market.
2004- HCL Technologies Get accorded by Meta Spectrum with leader status in off have out
sourcing.
2005- JV with NEC, Japan -HCL Set up first Power PC Architecture design centre outside of
IBM.
2006- HCL info system ties up with Apple for iPod distribution. -HCL Technologies sign
largest over, software services deal with DSG.

2007- HCL as an enterprise sources the $ 4 billion watermark.-HCL announces opening of its
second European outsourcing facility in June with the establishment of the delivery centre in
Krakow Poland.
HCL has evolved from a dream of eight youngsters in 1977 to the country's top IT group today.
Our well-balanced portfolio of turnkey solutions across equipments, software and services make
our offerings end-to-end for all IT needs of the Indian customers. Our recognitions speak of our
dominant position in India. We have several recognitions for our network management services,
security services, IT Infrastructure services and we have been rated as No.1 PC Brand for the last
5 years in India.
Our services are backed by an extensive direct support infrastructure spread across 170 locations
nationwide, which offer 24 x 7 supports offering for critical sites. With more than 70 SAP
implementations till date, HCL has been rendering service to key Indian players in Banking &
Finance, Retail, Consumer and Government.
We are committed to the Indian Market and will continue to invest more to further enrich our
end-to end IT offerings for this market. Our flexible engagement models, rich heritage of
technology solutions and over 30 years of leadership across service areas give us a strategic
advantage to meet the nation's IT needs.
About HCL Enterprise:
HCL Enterprise is a US $ 5 billion leading Global Technology and IT enterprise that comprises
two companies listed in India - HCL Technologies & HCL Info systems. The 3-decade-old
enterprise, founded in 1976, is one of India's original IT garage start-ups. Its range of offerings
spans Product Engineering, Custom & Package Applications, BPO, IT Infrastructure Services, IT
Hardware, Systems Integration, and distribution of ICT products. The HCL team comprises
approximately 60,000 professionals of diverse nationalities, who operate from 23 countries

including 500 points of presence in India. HCL has global partnerships with several leading
Fortune 1000 firms, including leading IT and Technology firms.

CHAIRMAN AND MANAGEMENT PROFILE
AJAI CHOWDHRY
CHAIRMAN & CEO
An engineer by training, Ajai Chowdhry is one of the six founder members of HCL and took
over the reins of HCL Info systems, the flagship company of the group, as President and CEO in
1994. He was appointed the Chairman of HCL Infosystems in November 1999. In recognition of
his contribution in championing the cause of the domestic Indian IT industry, Ajai has been
conferred the DATAQUEST „IT Man of the Year 2007‟ Award amongst other awards.
 J V RAMAMURTHY
Chief Operating Officer
 SANDEEP KANWAR
CFO & EVP
 HARI BASKARAN, GEORGE PAUL ,RAJEEV ASIJA, RAJENDER KUMAR
EVP
 M CHANDRASEKARAN
Sr. VP
 VIVEK PUNEKAR
VP HR
GUIDING PRINCIPLE
VISION AND MISSION
VISION STATEMENT: "Together we create the enterprises of tomorrow"

MISSION STATEMENT: "To provide world-class information technology solutions and
services to enable our customers to serve their customers better"
QUALITY POLICY: "We shall deliver defect-free products, services and solutions to meet
the requirements of our external and internal customers, the first time, every time"
OUR OBJECTIVES
OUR MANAGEMENT OBJECTIVES: To fuel initiative and foster activity by

allowing individuals freedom of action and innovation in attaining defined objectives.
OUR PEOPLE OBJECTIVES: To help people in HCL Info systems Ltd. share in the
company's successes, which they make possible; to provide job security based on their
performance; to recognize their individual achievements; and help them gain a sense of
satisfaction and accomplishment from their work.
CORE VALUES
 We shall uphold the dignity of the individual

 We shall honor all commitments
 We shall be committed to Quality, Innovation and Growth in every endeavor
 We shall be responsible corporate citizens
Alliance & Partnership
To provide world-class solutions and services to all our customers, we have formed Alliances
and Partnerships with leading IT companies worldwide.HCL Info systems has alliances with
global technology leaders like Intel, AMD, Microsoft, IBM, Bull, Toshiba, Nokia, Sun
Microsystems, Ericsson, NVIDIA, SAP, Scan soft, SCO, EMC, VERITAS, Citrix, CISCO,
Oracle, Computer Associates, Red Hat, Infocus, Duplo, Samsung and Novell.

These alliances on one hand give us access to best technology & products as well enhancing our
understanding of the latest in technology. On the other hand they enhance our product portfolio,
and enable us to be one stop shop for our customers.
PRODUCTS:
1) HCL DESKTOP
2) HCL LEAPTOP
3) ULTRA PORTABLE LEAPTOP
SERVICES:
HCL Info systems Service Support infrastructure is one of the widest in the country. No matter
where you are there‟s an HCL Service Centre nearby. Our products are backed by an extensive
direct support infrastructure spread across 170 locations nationwide which offer 24x7 supports
offering for critical sites. Our channel strength is a balanced mix of retail outlets, resellers &
distributors. It was our strong focus on distribution network that led us in devoting few brands
exclusively for channel. They are Beanstalk, Busy Bee, net manager (servers), and recently
launched EzeeBeen. Today our distribution network helps us take a varied product range to

customers in every noot & corner of the country. The product range includes Desktop PCs,
Servers and Laptops & Pocket PCs.
HCL Touch
 24 Hrs Round the clock service

 7 Days a Week service
 Company Owned Direct service
 Lifetime Response
 Covering 4000 Towns
 Pick & Drop Service
 Regional Language support
 Green Repairs
 Pan India On Site Direct Company support
 SMS Call Logging
 Remote Support Facilities.
CORPORATE OFFICE
HCL Info systems Ltd.

E-4,5 & 6, Sector 11,
NOIDA 201 301, UP
India
Tel: 2526518/19, 2520977

Fax: 2550923
Prefix from Delhi: 95120

STD Code: 0120, ISD Code: 120
Email: webhost@hcl.in
AWARDS:
 India's Most Preferred Personal Computer Brand by CNBC AWAAZ Consumer Award
2007
 India's 'No. 1 PC Vendor' consecutively for six years.
 HCL among the Top 3 IT companies for the last 3 years, DQ & IDC,Best Employer
Survey, 'Best employer 2005' with Five Star Ratings.

 'Top 50 in ET Top 500 Companies' Listings for 2006
 Top 21 companies in Business Standard 1000 Ranking 2006
 Top 50 Fastest Growing Technology Companies in India & 'Top 500 Fastest Growing
Technology Companies in Asia Pacific' by 'Deloitte & Touche'
 'The Most Responsive Company 2005' - IT Hardware Category by The Economic Times
- Avaya GlobalConnect.
 '7th IETE - Corporate Award 2005' for performance excellence in the field of Computer
& Telecommunications Systems.
 HCL Technologies ranks 76 in the list of Fastest Growing Global Technology Companies
 The case study focuses on HCL's unique transformation over the last 2 years, and
highlights HCL's Employee First philosophy.
 The TIME magazine has referred to HCL as an "intellectual clean room where its
employees could imagine endless possibilities."
HCL ADVANTAGE
Staying competitive in today‟s dynamic business environment means finding new ways
to reduce costs while maximizing the value of your technology and personal resources.
More than ever, your ability to "do more with less" determines how successful your
organizations will be. That's why HCL Insys helps you achieve. By channeling our in-
depth expertise gained from over 28 years of IT Domain experience. We provide a full
bandwidth of services specifically designed to meet your complete IT needs.
6 S Offerings for Business Empowerment (to the power n)
SOLUTIONS:
The one stop shop solution center for all your IT needs, customized to meet and scale
with your unique Business Needs.

SERVICES:
A range of value added services in IT infrastructure operations and management.
SUPPORT:
Pan-India footprint of support and logistics locations. Over 260 Direct service support
locations. Technically sound workforce of over 1700 certified professionals.
STANDARDS:
World Class Quality standards maintained for PPP (People, Processes & Performance).
Alliance with global technology leaders.
SAVINGS:
We help you find new ways to reduce costs & "do more with less" by maximizing the
value of your technology and personal resources, thereby reducing your total cost of
ownership(TCO).
SATISFACTION:
Complete Satisfaction for the customers through the HCL 6S offering that enables one
to maximize system uptime through rapid response and resolution services, thereby
optimizing your IT investments.

Chapter 5- THEORETICAL FRAMEWORK
PROMOTION
Basically promotion is an attempt to influence. More specifically, PROMOTION is the

element in an organization‟s marketing mix that serves to inform, persuade and remind the
market of a product and/or the organization selling it, in hopes of influencing the recipient‟s
feelings, beliefs, or behavior. Out of 4 P‟s of marketing i.e. product, price, place, and promotion,
the most important role is of 4th P i.e. promotion.
ROLE OF PROMOTION IN MARKETING
 Promotions help marketers to communicate information to potential customers. This

information could be about the product‟s Existence (Awareness), value and benefits
offered by products.
 A well designed promotion mix is extremely crucial for brand building and positioning.
In fact communication or promotional mix is at the centre stage in brand positioning and
Brand building activities.
 The promotional mix or marketing communication helps marketers to attract, persuade,
urge and remind customers of the company‟s brand.
 Effective promotions prove helpful in product differentiation and also help to counter
competition.

COMPONANTS OF PROMOTION
There are five components of promotions: Advertising, Sale promotion, Personal selling,
direct marketing, Public relations. Each has distinct features that determine in what situation it
will be most effective.
1. ADVERTISING:
“It is any paid form of non-personal presentation and promotion of ideas, goods, and services
by an identified sponsor”. The most familiar forms of advertisements are found in the
broadcast (TV and RADIO) and print (Newspaper and Magazines) media. However, there
are many other advertising alternatives, from direct mail to billboards and the telephone
directory to yellow pages. Advertising is often termed as pull strategy. In pull strategy the
goal is to get consumers to pull the product in the supply chain by demanding it.
MAJOR ADVERTISING DECISIONS
While setting up an advertising plan, following decisions are required to be taken.
 Identify the target audience

 Set the advertising objectives
 Determine the advertising budget
 Design the message
 Evaluate and select media
 Create an advertisement
 Measure the impact.

TYPES OF ADVERTISEMENT
MEDIUMS OF ADVERTISING
 Newspapers
 Television
 Radio
 Magazines
 Direct mail
 Outdoor advertisings.
2. SALES PROMOTION:
Just as Advertising is known as „Pull‟ strategy, Sales Promotion is known as „Push‟
strategy. This promotional technique can be defined as “short-time incentive to the
customer to buy a product”.
According to Philip kotler; “Sales Promotion consists of a diverse collection of
incentives tools, mostly short term designed to stimulate quicker or greater purchase of a
particular product or services by consumers or the trade”.
The free gifts-offers, discounts, coupons, lucky draws, etc., are some of the ways used in
sales promotion.
SALES PROMOTION TOOLS
 Consumer promotion:
The consumer promotion directed at Consumers. It includes Samples, Price off, free gifts,
Cash refund offers, premiums, prizes, warranties, cross promotion, point of purchase.
Consumer‟s promotion is to create Consumer pool for the brand.

The objective behind the several Consumer promotion programs of different
organizations is:
 To generate consumer interest, this should lead to trial.

 Increase the rate of purchase.
 Generate inquires from the target, consumer group.etc.
 Trade promotion:
The trade promotions directed to the members of distribution channel. It includes
advertising, Display Allowances. The Prime objective is to push the product through
the marketing, intermediates and to get them to market the product aggressively.
Other objectives are:
 Encouraging trade to invest built inventory.
 Getting trade‟s co-operation in production.
 Business and sales promotion:

It includes trades shows and conventions, contents for sales promotion
representatives and for special advertising. Although sales promotion tools are highly
divers but they all offer three distinctive benefits:
 Communication
 Incentive
 Invitation.
3. PERSONAL SELLING:
The importance of personal selling is pretty evident as this is the only marketing activity
that directly results into Revenue earning as its outcome. The simplest definition of
personal selling is-“selling that involves face- to-face interaction between the sales
person and prospective customer.”

There are certain products, which need demonstration or explanations. Personal selling is
most effective in promoting such products.
Advantages of personal selling:
 There is a personal touch and with trained salesman, the customer can feel
important and gives full attention to the product detailing.
 Demonstration of the product features and product working helps in better
product awareness and acceptance by consumers.
 Consumer‟s queries and apprehensions can be effectively answered.
 Follow–up action and persuasion are possible.
4. DIRECT MARKETING:
The Direct Marketing association defines Direct Marketing as follows: “Direct Marketing
is an interactive marketing system that uses one or more advertising media to affect a
measurable response and or transaction at any location”. This definition makes it clear
that direct marketing is directly from the company to the customer and there is no
intermediary (retailer, whole seller etc.) involved in between.
Various forms of direct marketing:
 Direct mail
 Telemarketing
 Email Marketing
 Couponing
 Direct response television marketing
 Direct selling.

5. PUBLIC RELATIONS:
Public relations are defined as deserving, acquiring and retaining a favorable reputation
in the market place. Public relations function aims at creating maintaining favorable
public opinion about company‟s products, people, policies and plans.
Public relations are defined as “any group that has an actual or potential interest or
impact on company‟s ability to achieve its objectives”. The public relations do not
directly help promoting the product but can make product or policy acceptance by the
public easy by generating a favorable image about the company.
PUBLIC RELATIONS IS USEFUL IN

 Acceptance of a company‟s as a specialist in a product group.
 Acceptance of company‟s policies regarding its employees, dealers, consumers
etc.
 Attracting capital and man-power.
 Acceptance of new product and new brand.

Chapter 6- DATA ANALYSIS
Which brand of laptop/desktop will you give the preference?
Respondent’s Preference
10%
24%
20% HCL
DELL
HP
18% 28% SONY
other
INTERPRETATION:
According to the survey Dell laptop were top of the mind of the respondents with 28%, HCL was
just behind with 24%, the 20% were Sony and 18% of the HP and others is 10% which are
Lenovo, Compaq, Toshiba, acer.

Are you aware of HCL product & services?
8%
Yes
No
92%
INTERPRETATION:
According to the survey of the project I studied that almost 92% of the peoples are aware of HCL
products and services, and only 8% of the peoples are not aware of the HCL products and
services because of less promotions in newspapers and news channels.

What is your opinion towards HCL products & services?
3%
27%
24%
Very good
good
satisfactory
poor
46%
INTERPRETATION:
According to the survey of the project I studied that the respondent‟s opinion towards HCL
products and services is 27% are very good, 46% are good, 24% are satisfactory and 3% are
poor.

Have you heard about HCL touch (24x7 SERVICE SUPPORT . 4000 CITIES)?
70%
60%
50%
40%
68%
30%
20% 32%
10%
0%
Yes
No
INTERPRETATION:
According to the survey of the project I studied that the 68% of the respondents have not heard
about the HCL touch and only 32% of the respondents have heard about HCL touch.

After sales services which brand services is the best?
30%
26%
25%
22%
20%
20%
18%
15%
12%
10%
5%
0%
HCL HP Sony Dell Others
INTERPRETATION:
According to the survey of the project I studied that the HCL is top of the mind in after sales
services as compare to others.HCL is 26%, Dell is 22%, Sony is 20%, HP is 18% and others are
12%.

Does the Promotion help in better product awareness?
6%
Yes
No
94%
INTERPRETATION:
According to the survey of the project I studied that most of the respondents said that the
promotion is helpful in better product awareness.94% of the respondents are agree with this and
6% don‟t think so.

Whether Promotional activity Profitable/ beneficial to you?
4%
Yes
No
96%
INTERPRETATION:
According to the survey and the data collected it is seen that most of the respondents think that
the promotional activity is profitable/beneficial to them. 96% of the respondents are agreeing
with that and 4% are not thinking so.

Have you ever purchased anything during or after the promotion?
80%
74%
70%
60%
50%
40%
30%
20% 17%
9%
10%
0%
Always sometime Never
INTERPRETATION:
According to the survey and the data collected it is seen that most of the respondents are not
always but sometime purchased during and after the promotion. Only 17% of the respondents are
purchased always during or after the promotion, and 74% are sometime purchased and 9% are
never purchased.

Does brand ambassador create more value in the product?
70%
62%
60%
50%
40%
Always
sometime
30%
22% never
20%
12%
10%
0%
Always
sometime
never
INTERPRETATION:
According to the survey and the data collected it is seen that most of the respondents are
think that the brand ambassador creates more value in the product.62% respondents are
always agree with that because of them product get automatically more valuable and it
helps to attracts and influences us, 22% are thinking that not always but sometime they
create value in the product only if they are famous celebrities, and 12% are not think so.

What type of promotional activity attracts you more & required by company?
45% 42%
39%
40%
35%
30%
24%
25%
20%
16%
15%
10% 7%
5%
0%
Advertisement Canopy & Road Discounts Gifts/Lucky broacher
(Paper, TV) shows draws distribution
INTERPRETATION:
According to the survey and the data collected it is seen that most of the respondent thinks that,
the discounts and advertisements attract them more and required by company.42% are discounts,
Advertisement(paper, TV) are 39%, gifts/lucky draws are 24%,canopy& road shows are 16%
and broacher distribution are 7%.

Have you ever ignored the promotional activity? Why?
60%
50% 48%
40%
34%
30%
20% 17%
10%
0%
Always sometime Never
INTERPRETATION:
According to the survey and the data collected it is seen that the most of the respondents are
never ignore the promotional activities because of attractive and get information about products
and company.48% never ignored, 34% ignored sometime because of not time or in hurry and
17% always ignored.

Where the promotional activities can be effective and get more response?
8%
9%
32%
showrooms
shopping malls
society/corporate
22%
internet
other
36%
INTERPRETATION:
According to the above graph it can be studied that the most of the respondents think that in the
shopping malls and showrooms promotional activities can be effective and get more response.
For shopping malls 36%, for showroom 32%, for society/corporate 22%, for internet 9% and for
other (multiplex, road shows) 8%.

What is your opinion towards “less promotion more discount?”
60%
50%
40%
30%
54%
20%
24%
10%
16%
0%
6%
Strongly agree
Agree
disagree
Strongly disagree
INTERPRETATION:
According to the survey and the data collected it is seen that most of the respondents are agree
with “less promotion and more discount”.54% are agree with that, 24% are strongly agree, 16%
are disagree and 6% are strongly disagree.

Chapter 7-FINDINGS
Through this project I got to many of the things related to IT products, Sales Promotion,
Consumer behavior, making of new customers and handling of old customers and Selling &
marketing Concepts at Pune city.
 Before the use of promotional tools the products of HCL were not known to the publics
but after the use of promotional tools the products got good exposure in the market.
 The reason for low sales of the products was lack of promotional activities due to this
most of the public was not aware of HCL products.
 After using promotional tools I found that the prescription rate of the HCL‟s products
was increased to a considerable extent.
 Maximum customers first see the affordable price & look of the product.
 At the time of purchasing customer also demand for free accessories like pen drive, head
phone & mouse, etc.
 HCL is 32 yrs old and the only Indian IT company among the entire IT giant like LG,
Sony, HP, Lenovo.
 HCL is having maximum number of service centre all over India.

 HCL provides most economic Leaptop & Desktop in India At HCL DIGILIFE Store, one
can get wide range of products such as Leaptops, Desktop, Mileaps, IPods, Cameras,
Printers, Mobile phones, x-box, LCD TVs, Plasmas & Projectors, etc.
 HCL is only company in India which provides service 24x7x365 (which is known as
HCL TOUCH).
 HCL has launched World‟s smallest laptop, ie Mileap x- series 1.
 HCL Ltd is a national distributor for NOKIA Cells and Accessories, LCD TVs, Plasmas
& Projectors, Apple IPods & Accessories, Kodak Camera, Canon printers, Microsoft
software, X-box & Microsoft Accessories.

Chapter 8- CONCLUSION
The sample size of my survey was 100. I have tried my best to get the maximum out of survey.
After analyzing the result of my questionnaire I have arrived to the conclusion, which is as
follows:
HCL has successfully achieved their objective of getting the potential customers through
promotional activities and also to boost the sale..
The promotional activity was helpful to know the customer‟s perception towards HCL by getting
information from promotion.
Regular use of promotional tools is necessary for giving more exposure to the product in the
market.
The customers came to know about HCL products/services and its benefits through promotional
activities which seemed to be the key factor to achieve the prospective customers.
Most of the respondents believe in brand name and good configuration. As such many of them
are attracted to the HCL brand. Moreover, the existing users of HCL are found to be satisfied
from the features as well as accessibility of the laptops/desktops.
The company also should open more showroom of HCL for getting more publicity and positive
response. This means HCL has very high reputation in cities like Pune.
HCL should also promote through the TV Channels, magazines and national newspapers which
will make the brand more and more popular.
According to Survey I found that the position of HCL Desktop is No. 1 and the Laptops are No.
3 in retail market.
Maximum 49.48% customers are satisfied with his service also.
The customer needs a better look, good quality and after sales service in cheaper price.
At the time of buying a product customer is also curious about the free accessories which comes
with the product.

Chapter 9- LIMITATION
 Taking interview of the respondents was quite a difficult job.

 The study of promotional activity was conducted only in the city of Pune.
 The promotional activities were done only at showroom, corporate and societies.
 Many corporate and societies were not given permission and they charged more for
canopy shows.
 Some people refuse to meet me regarding live demo of the product.
 Limited response from respondent response may not reveal the accurate picture as
accurate data was not revealed by the respective respondents.
 Some customers have been found to have biasness in their response because of good and
bad experience with the HCL, which they were having.
 Most of concern person were busy with their work.

 Many of the respondents did not submit their form properly filed.
 The data is collected from the selected areas in Pune.
 Lack of time, as the study was conducted only for the period of two months.
However in spite of these limitations all efforts have been put to make the project correct,
effective, and genuine.

Chapter 10- RECOMMENDATIONS
After conducting this survey, it was founded that HCL is sharing a good reputation in the market.
HCL laptop/desktop users are satisfied with HCL.
I could hardly suggest the following suggestion:-
 The company should open exclusive showrooms for HCL Products and accessories in
Pune city.
 The advertisement campaign should be made more effective, attractive so that people will
be able to understand it or recall.
 Customer makes their purchase decision before entering the shop it means that a
customer decides which brand of laptop they want to buy. So it is very necessary to get
their attention before they enter shop this can be done by putting glow signboards and
other attractive hoardings on busy places like MG Road, JM Road, and FC Road etc.
 A regular use of promotional tools should be done till the products get good exposure in
the market.
 The company should advertise more in newspapers and news channels.
 Effective schemes should be launched to differentiate the products than others and to
interact the customers.
 The company should make tie-ups with more shopping malls and multiplexes for
promotional activities.
 The company should also make tie-ups in residential areas and organize game shows,
canopy shows and contest etc. so that they can get the data of their targeted customers.
 The company should make offers like giving free gifts and discounts to attract the people
towards buying the products.
 Advertisement campaign should be made more effective for increasing the sales.
 After sales service should be more improved.

 Easy loan facility should be provided to customers so as to increase the sales.

Chapter 11
BIBLIOGRAPHY
MARKETING MANAGEMENT--------------------------------PHILIP KOTLER
MARKETING RESEARCH--------------------------------------DILIP SARWATE
WEBLIOGRAPHY
 www.google.com
 www.hcl.in
 www.hclinfosystemsltd.com.
 www.hcltech.com.
Company booklets, pamphlet, Brochures.

Chapter 12 - Annexure
QUESTIONNAIRE
Name: ____________________________________________________
Gender: male female
Profession: _______________________________ Contact no.________________
1. Which brand of laptop/desktop will you give the preference?

a) HCL b) DELL c) HP d) Sony e) other______________
Why?___________________________________________________________________
______________________________________________________________________
2. Are you aware of HCL product & services?

a) Yes b) No
3. What is your opinion towards HCL products & services?

a) Very good c) satisfactory
b) good d) poor
4. Have you heard about HCL touch (24x7 SERVICE SUPPORT . 4000 CITIES)?
a) Yes b) No
5. After sales services which brand services is the best?

a) HCL b) HP c) Sony d) DELL e) other______________
6. Does the Promotion help in better product awareness?

________________________________________________________________________
________________________________________________________________________

7. Whether Promotional activity Profitable/ beneficial to you?
________________________________________________________________________
________________________________________________________________________
8. Have you ever purchased anything during or after the promotion?

a) Always b) Sometime c) Never
9. Does brand ambassador create more value in the product?

________________________________________________________________________
________________________________________________________________________
10. What type of promotional activity attracts you more & required by company?
a) Advertisement (Paper, TV) b) Canopy & Road shows
c) Discounts d) Gifts/Lucky draws e) broacher distribution
11. Have you ever ignored the promotional activity? Why?

________________________________________________________________________
________________________________________________________________________
12. Where the promotional activities can be effective and get more response?
Showrooms Shopping malls
Society/corporate Internet
other____________________
13. What is your opinion towards “less promotion more discount”?

a) Strongly agree b) Agree
c) Disagree d) strongly disagree.
14. Any suggestion_____________________________________________________


Impact of Promotional Activities For Selling HCL Products by Arun Suthar

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A PROJECT REPORT

“IMPACT OF PROMOTIONAL ACTIVITIES FOR SELLING

HCL Info systems Ltd.

PAI International Centre for Management Excellence

Maharashtra Cosmopolitan Education Society

MBA – 3rd Semester

PAI International Centre for Management Excellence 1

PAI International Centre for Management Excellence 2

Chapters Particulars Page No.

3. Research Methodology 7-10

4. Company Profile 11-20

5. Literature Survey 21-26

6. Data Analysis 27-39

12. Annexure 46 -47

PAI International Centre for Management Excellence 3

INTRODUCTION TO THE PROJECT

PAI International Centre for Management Excellence 4

 The scope of the study is limited only to the Pune city.

IMPORTANCE OF THE STUDY

PAI International Centre for Management Excellence 5

1. To study the marketing strategies of HCL.

2. To find out the effectiveness of promotional strategies of HCL.

3. To ascertain the impact of promotional activity on purchase decision.

4. To find out the measures to boost up sales.

5. To conduct promotional activity to boost sales of HCL.

6. To analyze the awareness among public about the HCL products.

7. To find out the reasons for low sales of the products.

PAI International Centre for Management Excellence 6

Research comprises defining and redefining problems, formulating hypothesis or suggested

It is a way to systematically solve the research problem. It may be understood as science of

PAI International Centre for Management Excellence 7

In this project Descriptive Research has been used.

PAI International Centre for Management Excellence 8

The entire questionnaire was standardized and formalized.

METHODS OF COLLECTING PRIMARY DATA

PAI International Centre for Management Excellence 9

The following things are primarily considered in the sample:-

SECONDARY DATA COLLECTION

PAI International Centre for Management Excellence 10

PAI International Centre for Management Excellence 11

1976- Hindustan Computer limited (HCL) is born.

1983- Indigenously develops an RDBMS, a Networking OS & a client server architecture, at

1986- HCC Becomes the largest IT Company in India.

1989- Introduce fine grained Multiprocessor UNIX 3 yr a head of “sun& HP”

PAI International Centre for Management Excellence 12

About HCL Enterprise:

PAI International Centre for Management Excellence 13

PAI International Centre for Management Excellence 14

VISION AND MISSION

VISION STATEMENT: "Together we create the enterprises of tomorrow"

PAI International Centre for Management Excellence 15

OUR MANAGEMENT OBJECTIVES: To fuel initiative and foster activity by

 We shall uphold the dignity of the individual

Alliance & Partnership

PAI International Centre for Management Excellence 16

3) ULTRA PORTABLE LEAPTOP

PAI International Centre for Management Excellence 17

 24 Hrs Round the clock service

HCL Info systems Ltd.

Tel: 2526518/19, 2520977

Prefix from Delhi: 95120

PAI International Centre for Management Excellence 18

Profession: _______________ Contact no.