Market Research Brief: Touch

Background

About HCL Infosystems

HCL Infosystems Ltd is one of the pioneers in the Indian IT market, with its origins in 1976. For over quarter of a century, it has developed and implemented solutions for multiple market segments, across a range of technologies in India. HCL have been in the forefront in introducing new technologies and solutions. HCL offered wide range of Computing products to Corporate, Consumer, Business and Small to Large Setups. At HCL, we are dedicated to provide the customer with world-class support and services that is delivered with a sense of warmth, individual pride and company spirit. Our esteemed customers have been at the cornerstone of our business and that is why we believe in the philosophy that customer comes first.

About Touch
Touch is the HCL Service Support System that offers after sales service support to B2C and, Small and Medium Business accounts of HCL. It handles any customer complaints and offers services like Installation, Customer Registration, Call Management, Spares Request, Data Recovery etc. Touch would soon be a multibrand support service system that will allow consumer products from non HCL entities, also to be serviced by us. Primary task at hand is to come up with a robust rebranding strategy that builds HCL Touch as a one stop shop for all the post purchase interactions, the consumer has with a brand (both HCL and Non HCL). The other important task is to ensure that HCL Touch is not reduced to a service center where only customer grievances are handled but can it offer services/ peripherals, etc. that enhances the consumers current product experience.

Research Objectives
The main objectives of the research are Determine the importance of After Sales support in the purchase decision of a device? Laptop, desktop, tablet, mobile phone, camera

To estimate awareness levels of HCL Touch as a brand ( TOM|SPONT|PROB) To understand the perception of the brand Touch The perception on Touch, the After Sales Support System of HCL vis--vis competitor brands

Consumers take on HCL offering a service support network for non HCL products. How does that affect their perception? The perception on a multi-brand support system The expectations from a multi-brand support system The perception on Touch supporting multi-brand products The places where people look for information on (TV, Radio, Internet, Friends etc) such systems

To understand the customer expectations from the brand Touch The expectations a customer has from IT After Sales Support divisions and Touch in particular

Target Audience
Males and females across all age groups who are aware of IT After Sales Support Systems(40% HCL customers, 60% - Non HCL customers)

SEC: A, B & C Sample Size: 100-120 (equally distributed across the given SECs)

Event details
The Competition will take place in two Rounds.

Round I
Teams are required to Perform Secondary analysis along with Focused Group Discussions and In-depth interviews amongst the target group. Submit the transcripts, preliminary findings and Proposal on how the further research would be carried out.

Round II
The shortlisted participants from Round I will be required to carry out the final research and present their findings and recommendations.

The Prizes
Round I Certificate of Appreciation for the Top 12 teams Round II

Winner: Rs.25000 Runners-up: Rs.10000

Timeline
Last Date for submission of Entries for Round 1 is 30 September 23:59:59 hrs. Mail your entries to madhavi.natukula@hcl.com
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Results
Round I results will be declared by 7 October
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Rules & Regulations 1. A team should not comprise of more than 6 members
2. Students from different institutes can form a team 3. No student can be a part of more than one team 4. A team cannot submit multiple entries. 5. Entries must contain the original work of participants. Any identified act of plagiarism will be immediately disqualified. 6. The teams should strictly adhere to the deadlines mentioned. 7. The decision of the judges will be final and binding.