Final Project

Vidyasagar University
Promotion of HCL CDC
DECLARATION
A project over the Promotion of HCL CDC Learning Department has been undertaken by Mr.Biswajit Das, student of Institute of Engineering and Management (Ashram Campus), affiliated to Vidyasagar University. The project has been under the supervision of Mr. Biplab Chakraborty and Miss. Oindrilla Dey. The whole project which is an original has been done with a focuses to analysis the potential of HCL CDC in the IT training and development market is submitted to Mr. Biplab Chakraborty 196, Chakraborty Para, Rajdanga , Kolkata-107 for the partial fulfillment of Masters in Business Administration (MBA) with specialization in Marketing Management (Major). Project Objective To analyze the potential channel of growth for HCL CDC. Project Duration 30 Days (09 September 2011 to 10 October 2011) PREPARED BY BISWAJIT DAS (MBA, 3rd Semester)IEM SUBMITTED TO MR. BIPLAB CHAKRABORTY
Senior Business Development Training & Placement (Retail),
-------------Signature
2 Registration No: 570 of 2010-2011
--------------Signature
INDEX
S. NO. Title DECLARATION ACKNOWLEDGEMENT Page No.
1. 2. 3. 4. 5. 6. 7. 8.
9.
2 3 5-6 7-10 11-15 16-18 19-22

23-24 25-31 32-38 39-42 43-44 45-46 47-48 49-50 51-52
COMPANY PROFILE OBJECTIVE SCOPE & LIMITATION PROJECT TITLE
MARKETING MIX
RESEARCH & METHODOLOGY DATA ANALYSIS SWOT ANALYSIS FINDINGS & LIMITATIONS QUESTIONAIRE RECOMMENDATION CONCLUSION BIBLOGRAPHY
10.
11. 12. 13. 14. 15. 16.
EXECUTIVE SUMMARY
After having been selected for the project with HCL CDC we have been entrusted to handle RETAIL part of the organization. We left no stone unturned for the duration of 30 days by toiling our heart out to portray the assignment regarding the report as sought out by the esteemed company. The project period is 08th,September,2011 to 13th,October,2011. We are entrusted jointly as well as individually with the job of visiting the colleges, both general and professional for arranging seminar, tie-up, collecting students databases, we also did in-house jobs like Tele-calling, looked after the reception area, check the student databases for certificates. We promoted HCL CDC in different institutes and also among students while trying to create awareness about what HCL CDC does. We adopted different promotional policies to promote HCL CDC among the students as well as the general people also. We have done a survey on a sample size of 90 people to gather some information from them about their computer knowledge, their awareness about HCL CDC, etc.
Chapter:
ACKNOWLEDGEMENT
ACKNOWLEDGEMENT
I am very grateful to HCL for allowing me to present this project entitled PROMOTION OF HCL CDC LEARNING DEVELOPMENT as a part of academic fulfillment of this course. Being at HCL was a great experience for me.This one month of internship was an absolute learning opportunity. I came to know a lot, like how to deal with people of different institutes, how to answer their queries regarding various courses that we were offering for them.
I take this opportunity to express my heartiest to Mr.Biplab Chakraborty, Mr Avijit Roy and Miss Oindrilla Dey of HCL, Kasba center, for having provided all the encouragement & unconditional timely guidance.
I would like to thank HCL CAREER DEVELOPMENT CENTRE for helping me in building my career with the profession that we are longing to take up in our near future. I hope my earnest attempt will be the fulfillment of this academic activity
Chapter:
COMPANY PROFILE
COMPANY PROFILE
Born in 1976, HCL has a 3 decade rich history of inventions and innovations. In 1978, HCL developed the first indigenous microcomputer at the same time as Apple and 3 years before IBM's PC. During this period, India was a black box to the world and the world was a black box to India. This micro-computer virtually gave birth to the Indian computer industry. The 80's saw HCL developing knowhow in many other technologies. HCL's in-depth knowledge of UNIX led to the development of a fine grained multi-processor UNIX in 1988, three years ahead of Sun and HP. HCL's R&D was spun off as HCL Technologies in 1997 to mark their advent into the software services arena. During the last eight years, HCL has strengthened its processes and applied its know-how, developed over 28 years into multiple practices - semi-conductor, operating systems, automobile, avionics, bio-medical engineering, wireless, telecom technologies, and many more. Today, HCL sells more PCs in India than any other brand, runs Northern Ireland's largest BPO operation, and manages the network for Asia's largest stock exchange network apart from designing zero visibility landing systems to land the world's most popular airplane. 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. In the early 70s a group of young and enthusiastic and ambitious technocrats embarked upon a venture that would make their vision of IT revolution in India a reality. Shiv nadir and five of his colleagues got together and 1975 set up a new company MICROCOMP to start with; they started to capitalize on their marketing skills. Micro comp marketed calculators and within a few month of starting operation, the company was out selling its major competitors. On 11th August, 1976 HINDUSTAN COMPUTERS LIMITED was incorporated as joint venture between the entrepreneurs and UPSCE, with an initial equity of Rs.1.83 Lacs.
The Two Division of HCL
HCL TECHNOLOGIES: HCL Technologies is Indias fourth largest Indian IT Services Company which provides soft-ware led IT solutions, BPO/KPO. HCL Technologies concentrates on Transformational outsourcing, working with the clients in areas that and redefined the core of their business. The company product line includes financial services, Retail and LifeSciences, Aerospace, Semiconductors and telecom and Mediapublishing and Entertainment. HCL INFO SYSTEMS: HCL Info Systems LTD is a listed subsidiary of HCL. The headquarter is situated at Noida and have manufacturing facility in Chennai, Pondichery, Uttarakhand.
DNA OF HCL
CURRENT SCENARIO
HCL CDC WHICH IS A PART OF HCL Info-Systems was launched in the year 2007 with a goal to build up the next generation of It professional. HCL CDC looks to achieve their objective by providing hardware, software, networking, database training to the individuals which includes students of several professional & general colleges as well as professionals of big corporate houses & Government bodies such as CTS & SBI respectively. Now although HCL is an IT giant & a global brand HCL CDC is still very new to the market. They have entered a market which already has existing market leaders such as NIIT. Therefore it is very important from HCL CDCs point of view to generate brand awareness to get new customers which will help them to expand its market share. In order to analyze the current scenario of HCL CDC the Market Condition must be considered. After the dark clouds of recession finally disappeared there was an IT boom in India. But the sudden boom in economy lead to a critical situation where there was a high demand of skilled workers in the IT field but there was a shortage of supply. As a result the value of IT training & development suddenly went upwards. The students were keen to enter IT industry as there were several job opportunities in the IT industry. A study by Cisco-IDC estimates that one-third of companies are not able to fill their demand for networking professionals. Also according to an estimate by E-Value, there is an estimated annual demand of around 2 lakh networking professionals in the country while the supply is limited to about 60% of the
demand. The deficit is further estimated to grow at a CAGR of 21% till 2010. Add to that it must be said that while a lot of emphasis is laid on availability of software engineering it is estimated that the Indian ICT market is over Rs. 84,000 crores today, 60-70 percent of which is hardware and infrastructure software. It means there is a huge qualitative as well as quantitative deficit. HCL DCC looks to play a leading role in enlarging the talent pool available to organizations deploying IT in India. As mentioned above HCL CDC has entered a market with existing market leaders/ competitors. The main competitors of HCL CDC are NIIT, APTECH, CMC, IIJT, BRAINWARE, etc. As far as the products are concerned the offering of the companies mentioned above are of almost the same class. Therefore as far as becoming a market leader is concerned it comes down to important parameters- quality & brand awareness. HCL CDC offers rich instructor-led training on complete suite of popular technology products including Windows 2007 Server Systems, Microsoft, .NET, RHEL 5.0 & many others. They deliver more than 200 training & learning (MCTs), Red Hat Certified Trainers, Oracle Certified Trainers. Therefore it is quite evident that the level quality of the services provided by HCL CDC is of very high standards. Mainly HCL CDC Operates in the Retail & CIG segment. CIG stands for Corporate Institution Government bodies to get new clients as well as to promote the offerings of HCL CDC. But as far brand awareness is concerned it is a completely different story. The survey carried out during the project shown in spite of the quality of the services offered by HCL CDC it lacks brand
awareness. Most of the people are unaware of the fact that HCL has entered the market of IT training & development. There it is very important that HCL CDC increase its promotional & advertising campaigns in order to create brand awareness as lack of it would be a major barrier in their way to IT Empowerment.
HCL CDC ADVANTAGE
HCL CDC STUDY CENTRES
THE ALLIES OF HCL CDC
HCL CDC Management Head
Koushik Chatterjee Head- HCL CDC At HCL, the concept of people empowerment has been our guiding force of our eventful journey over the three decades. HCL has a played a pioneering role in creating & transforming IT & ITES in India & abroad which includes areas such as hardware, software, networking solutions, product engineering, BPO, Customer relationship management etc. This has enabled us to create & deliver appropriate Industry based & customer oriented Solutions. The global economic order is set to change again placing fresh demands on individuals & organizations. It is now more than ever before that, we need to re-invent our selves in terms of ability & performance. As the Head of HCL CDC I invite you to share the legacy of excellence in the form of HCL CDC & become a future IT professional.
PRODUCT PORTFOLIO
The term product covers both goods & services. HCL CDC is basically services in the form of training & development, which means there is a certain aspect of intangibility in it. Different courses offered by HCL-CDC: I. II. III. V. HCL Certified Network Professional HCL Certified Software Professional HCL Certified Hard ware Professional HCL Certified Network Engineer (HCNE)- 36 Month
IV. HCL Certified Customize Module Courses VI. HCL Certified Engineer(HCE)- 12 Months VII. HCL Certified System Professional(HCSP) VIII. HCL Certified Associate(HCA) IX. HCL Certified System Administrator(HCSA) X. HCL Certified Engineer (HCSE) Java Track for 8 months. XI. HCL Certified Engineer (HCSE) Oracle Developer Track for 8 months. XII. HCL Certified Engineer (HCSE) Dot Net Track for 8 months.
HCL-CDC PRODUCT MIX
Product Width
Software Courses (Product line)
Hardware & Networking Courses (Product line)
Database Courses (Product line)
Other Courses (Product line)
Product Depth
1).NET 2)JAVA
1)HCSP 2)HCSE 3)HCNE 4)HCSA 5)HCTS
1)SQL SERVER 2005 2)SQL SERVER 2008
1)Sales promotion 2)Soft Skill Courses 3)Smart Kidz
INTRODUCTION OF COMPANY
HCL CDC. Dominates the IT space as a leader 58000 gifted professionals, a colossal US $5.0 billion turnover an international presence in 19 countries, and most impotently, a deep- rooted commitment to innovate makes it a true technology giant. As the fountainhead of the most significant pursuit of human mind, HCL believes only a leader can transform me into a leader HCL CDC. Is an initiative that enables individuals to be benefit industry ready IT. Opportunities and beyond: HCL takes students to the core of IT fundamentals and the most advanced cutting problems. Its course modules are structured to give me the best of both worlds, academic and hands-on. Whether anybody are a beginner or a working professional, HCL CDC. Can make a difference to our learning curve and thereby to our curve. Empowering students to bring out the best: As the fountainhead of the most significant pursuit of human mind (IT), HCL, strongly believes only a leader can transform me into a leader HCL CDC. Is a formalization of this experience and credo which has been perfected over three decades? It is an initiative that enables aspiring individuals to benefit from HCLs
longstanding expertise in the space and become industry ready IT professionals.
Chapter:
OBJECTIVE
OBJECTIVE
HCL strongly believes Only a leader can transform us into a leader.
1 DIFFERENTIATING THE BRAND : The main objective is to aware the people regarding the differentiation of the Brands. HCL CDC is known by all but a proper awareness which is very much important. It means to convince the potential or future buyers about the features of the branded product that area not to be found in other competing markets.
2 COMPETITIVE ANALYSIS :
This competitive analysis is to be done in order to find out where exactly HCL CDC stands to its Competitors.
Competition are made regarding the brand name, different courses offered by the particular brand etc. This analysis helps in making proper plans & decisions to improve the
parameters so that HCL can be positioned in a better way in the market. So,owing to sharp competition in the market, even a well established company has to remind constantly the peopleAbout its brand so as to retain a good place in the market.
3. TO BUILD IMAGE : Brand promotion also aims at creating a positive image of a company which offers its brands in the market. For this purpose, HCL CDC should maintain its promotional efforts at building prestige &respect for the company on the basis of its attention & care being given to customers satisfaction by offering products at affordable price with satisfactory service.
4. INCREASING DEMAND AND CREATING A CUSTOMER BASE : HCL aims at stimulating demand for a product. They persuade the customers to buy more resulting in increased sales, thereby large market share and maximum profits.So generatingcustomers for the company HCL CDC and doing huge business is one of the important objectives of the project.The database created
would help HCL CDC in attracting prospective customers. This has helped us to know how to approach a target customer,how to convince a customer.
The main objective of training at HCL CDC was : To identify the work culture of the organization To conduct an exhaustive analysis of the marketing department To build a good rapport with the company staff and the customers To understand the attitudes and behaviour of the customers To learn how to convince customers by persuading them to buy our products Learnt how to tackle queries of different customers
Chapter:
SCOPE & LIMITATION

SCOPE OF THE PROJECT

Kolkata market is very huge market where HCL CDC can have potential to expand. Advertisement: HCL CDC is a brand about which the public is unaware of. So it needs to understand how to reach the mass audience. For the purpose, HCL CDC can advertise through hoardings mainly in front of the schools, bus, auto backs. Other forms of advertisement: Advertisement through radio can also be part of promotional activities. Survey: Survey programs can be of great help to access the need in the market and the latest trend demanded in the market. This would help HCL CDC to act pro activity in the market to adopt new technology.
LIMITATION OF THE PROJECT

Lack of awareness: Awareness regarding the IT industry is very limited in Kolkata. Wrong information: Project was based on survey and data collection. The data was collected through primary and secondary resources. Most of the time the data provided by candidate on the road or during formal registration are wrong. Communication: At the time of counseling of the students, many of the students were not conversant with English or Hindi. IT creates a new hurdle to convey the proper message in Bengali. Examination were going on: In most of the schools and colleges examinations were going on. So most of the candidates were not interested during the examination sessions. Most of the institutes were not interested to allow us to conduct a seminar regarding any of the course offered by HCL CDC.
Chapter:
PROJECT TITLE
BRAND PROMOTION
Promotion is communicating with the public in an attempt to influence them toward buying your products and/or services. The word promotion is also used specifically to refer to a particular activity that is intended to promote the business, product or service. A store might advertise that it's having a big promotion on certain items, for instance, or a business person may refer to an ad as a promotion. An activity designed to boost the sales of a product or service. It may include an advertising campaign, increased PR activity, a free-sample campaign, offering free gifts or trading stamps, arranging demonstrations or exhibitions, setting up competitions with attractive prizes, temporary price reductions, door-to-door calling, telemarketing, personal letters on other methods. Price promotions Price promotions are also commonly known as price discounting These offer either (1) a discount to the normal selling price of a product, or (2) more of the product at the normal price. Coupons
Coupons are another, very versatile, way of offering a discount. Consider the following examples of the use of coupons: - On a pack to encourage repeat purchase - In coupon books sent out in newspapers allowing customers to redeem the coupon at a retailer - A cut-out coupon as part of an advert - On the back of till receipts Money refunds Here, a customer receives a money refund after submitting a proof of purchase to the manufacturer. These schemes are often viewed with some suspicion by customers particularly if the method of obtaining a refund looks unusual or onerous Frequent user / loyalty incentives Repeat purchases may be stimulated by frequent user incentives. Perhaps the best examples of this are the many frequent flyer or user schemes used by airlines, train companies, car hire companies etc.
ELEMENTS OF PROMOTIONAL PLANNING

(1) Advertising Any paid form of non-personal communication of ideas or products in the "prime media": i.e. television, newspapers, magazines, billboard posters, radio, cinema etc. Advertising is intended to persuade and to inform. The two basic aspects of advertising are the message (what you want your communication to say) and the medium (how you get your message across)
(2) Personal Selling Oral communication with potential buyers of a product with the intention of making a sale. The personal selling may focus initially on developing a relationship with the potential buyer, but will always ultimately end with an attempt to "close the sale".
(3) Sales Promotion relations" or PR. Providing incentives to customers or to the distribution channel to stimulate demand for a product. (4) Publicity The communication of a product, brand or business by placing information about it in the media without paying for the time or media space directly. Other wise known as "public
Chapter:
MARKETING STRATEGY
MARKETING STRATEGY
If the company has obtained an adequate understanding of the customers base and its own competitive position in the industry, marketing managers are able to take their own key strategic decisions and develop a marketing strategy designed to maximize the revenues and profits of the firm. The selected strategy may aim for any of a variety of specific objectives, including optimizing short-term unit margins, revenue growth, market share, long-term profitability, or other goals.
To achieve the desired objectives, marketers typically identify one or more target customer segments which they intend to pursue. Customer segments are often selected as targets because they score highly on two dimensions: 1) The segment is attractive to serve because it is large, growing, makes frequent purchase, is not price sensitive (i.e. is willing to pay high prices), or other factors; and 2) The company has the resources and capabilities to complete for the segments business, can meet their needs better than the competition, and can do so profitability. In fact, a commonly cited definition of marketing is simply meeting needs profitably.
The implication of selecting target segments is that the business will subsequently allocate more resources to acquire and retain customers in the target segment(s) than it will for other, non-targeted customers. In some cases, the firm goes so far as to turn away customers who are not in its target segment. The doorman at a swanky nightclub, for example, may deny entry to unfashionably dressed individuals because the business has made a strategic decision to target the high fashion segment of nightclub patrons.
In conjunction with targeting decisions, marketing managers will identify the desired positioning they want the company, product, or brand to occupy in the target customers mind. This positioning is often an encapsulation of a key benefit the companys product or service offers that is differentiated and superior to the benefits offered by competitive products.
SEGMENTATION ,TARGETING STRATEGY FOR HCL CDC :
AND
POSITIONING
SEGMENTATION: Market segmentation is the process of dividing a market into distinct groups with distinct needs, characteristics or behavior who might require separate products or marketing mixes. Requisites for Effective Segmentation : Measurable Size, purchasing power, and profile segment. Accessible Can be reached and served. Substantial Large and profitable enough to serve.
Differentiable Respond differently. Actionable Effective programs can be developed.
Bases for Segmenting the Market : Geographic Segmentation The geographic location of customers helps the firms in planning its marketing offer. The rural and urban is quite common in the consumer market. Another common base for segmentation are the metro and nometro markets. The other bases are like the district, mofussil and block markets. The assumption in using this basis for segmentation is that people in a particular area have similar preferences and consumptions patterns.
Demographic Segmentation The demographic segmentations are based on the following factors1. Age 2. Education 3. Income 4. Occupation 5. Sex 6. Family size 7. Marital status Psychographic Segmentation segmentation is based on the following factorsPsychographic
1. Lifestyle 2. Social class 3. Personality Behavioral Segmentation This segmentation is done on the basis of the behavior of the customers.
MARKETING MIX
The Four main fields of the Marketing Mix The term Marketing Mix was first used in 1953 when Neil Borden, in his Ame rican Marketing Marketing Mix. A prominent marketer , E. Jerome McCarthy proposed a 4p classification in
Association Presidential address took the recipe idea one step further and coined the term 1960 which has been wide use. The four Ps concept is explained in most marketing textbook and classes.
Chapter:
RESERCH & METHODOLOGY

RESEARCH PROBLEM
HCL CDC Corporate selling and feedback and market share of HCL and compared to other IT companies.
The business of HCL CDC and the company through its researchers wants to know the potential in order to expand and retain its market share. RESEARCH DESIGN Determined the Information Sources: The researcher gathered data through secondary sources.
PRIMARY DATA is collected through questionnaire, search and research through place where today's computer has been mostly used.
3
Registration No: 570 of 2010-2011
SECONDARY DATA is being search sites like magazines, newspapers, journals, websites and the data has been collected through other approaches.
DATA COLLECTION The researcher collected information through the official websites, magazines and journals. DEVELOPED THE RESEARCH FRAME This included deciding upon various aspects for the project on which the entire research is based. The research frame included: NATURE OF STUDY The project on which the researcher worked is descriptive and inferential in nature. DATA SOURCE The researcher took the help of both primary as well as secondary sources. Secondary sources being interaction with various IT people of the selected and has been chosen for the research by the researcher. Secondary sources being the internet as the medium and the official sites of the companies of IT sectors and corporate selling and feedback of HCL.
INSTRUMENT USED The researcher for the research used a Questionnaire cum Schedule for market research for both the segments horizontal and vertical. The Questionnaire was prepared by the researcher and Schedule was provided by the company in which the researcher did its research report
Strategy A marketing strategy is a process that can allow an organization to concentrate its (always limited) resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. A marketing strategy is most effective when it is an integral component of corporate strategy, defining how the organization will engage customers, prospects and competitors in the market arena for success. It is partially derived from broader corporate strategies, corporate missions, and corporate goals. They should flow from the firm's mission statement. They are also influenced by a range of micro environmental factors. Survey Research
A survey research is defined as the method of collecting information by asking a set of pre formulated questions in a predetermined sequence in a structured questionnaire to a sample of individuals drawn so as to be representative of a defined population. These questionnaires are administered to an individual or a group of individuals through interviews. Typical survey objectives involve describing or learning from an ongoing activity by studying the changes in behavioral patterns of the subjects of interest to the researcher. Plan for achieving the same with weekly time line I have to collect the data from 280 customers (students) in a week. I will get fill the form of students those are interested in HCL CDC Hardware, software networking, courses I will try my best to achieve the weekly target and above the target
Identification of segments:-
My customer segments are of two types:
I)
II)
Technical students (those students they are doing or done Engineering and any technical courses.). Non technical students (those students they are 12th passed and graduate in any stream or those are pursuing graduation.
Plan on how to approach segments: I have contact with many educational institutes for contact to students. I have door to door contact with the customers. My plan for how to reach the target customers are as follows:-
I have use reference to reach the customers
campus.
I have organized the seminar with my group at the schools and college Communication strategy When I did interact with customers then I used my soft skills and Interpersonal skills. I tried to familiar with the customer because when we get more familiar with the customer then customer feels
comfort and He believes that we are giving them a right suggestion. I should know English for get better corporate exposure but I should Know Hindi and local language for capture the rural area to understand The customer needs and convince the customer in their language.
Limitation The data collected is totally dependent on respondents views, Which could be bias in nature? Sometimes respondents do not give a response or give partial Response. It is called non response error. The reason may be lack Of knowledge or unwillingness to answer. The sample size is small and it may not actually represent the Whole population.
During the survey I came across unfavorable weather conditions Like scorching heat and dust storm.
There is limited time available each day and lot of tasks have to
Completed in a day like preparing reports, conducting surveys, Spend time at the office to gain knowledge, etc.
Chapter:
DATA ANALYSIS
After collection of the data both primary as well as secondary they were processed & analyzed properly in order to get the desired information.
Brand Awareness of HCL CDC Among the Students:

Aware % no. Person 15 Not Aware 45 Interested 45 Not Interested 18
DATA INTERPRETATION: 1. Data shows that 15% students are ware about HCL CDC. 2. 45% of the students are not aware about HCL CDC. It means that a large portion of the student is unaware about the company. 3. 45% of the students are interested about the company and 15% of the students are not interested to know about the company.
Showing the Possible Source of Information (Students)

College 60 Friends 36 Advertisement 3
% of source of information
DATA INTERPRETATION: 1. Data shows that 60% of the students know about HCL CDC from their college. 2. 36% of the students know about the company from their friends and 3% of the students know from advertisements.
Showing percentage of Customer Satisfaction
DATA INTERPRETATION: 1. The above data shows that 65% of the customers are satisfied with the courses of HCL CDC. 2. 35% of the customers require modification in the courses. 3. 50% of the customers have said that the courses are helpful for improving their career. 4. 45% of the customers can not say anything about the company.
Showing Demand for Computer Training
DATA INTERPRETATION: 1. It is clearly obtained from the above chart that the demand for the Basic Computer Training program is 45%. 2. The demand for Hardware course and Networking course is 20% and 10% respectively. 3. Data shows that there is 25% demand for Software courses.
Chapter:
SWOT ANALYSIS
STRENGTHS:
HCLs strengths are many, to mention a few: a) Global Presence: Its collaborations and joint ventures with international companies such as Perot System, and partnership with world leaders like Ericsson, Toshiba, Nokia, Oracle and Microsoft, enable it to bring the best technology available worldwide to its consumers. 24 locations in 16 countries. a) Fast paced and flexible work culture which provides its employees autonomy to accomplish the task without much pressure from the higher authorities. Thus, employees are motivated to give their best to the organization. b) The core strength of HCL is the talent and innovativeness of its people which enables it to provide the right solution at the right time. c) The mass markets handled through a chain of dealers, resellers and retailers which help bring technology usage closer to the individual. It has very strong distribution network. d) Its pool of competencies: Hardware, Software, Training, Networking, Telecom and System Integration.
e)
Ability to understand customer's business and offer right technology.
f) g)
Long standing relationship with customers. Best-value-for-money offerings.
WEAKNESSES:
a) b) After sales service. Less promotional campaigns.
OPPORTUNITIES:
a) b) c) d) e) IT industry booming at a rate of 45% every year. Increasing consumer awareness about IT and its use. Tremendous untapped potential of IT products in India. Increasing competition. Tie ups with various MNCs enable to extract their core competencies.
THREATS:
a) b) c) d) Local assemblers are biggest menace for the company. JETKING and other Institute giving direct competition. Govt. instability has a long term repercussions affecting companys policies & its growth. Technological shift as a result of research & development. Daily new technologies are emerging.
Concluding the S.W.O.T. analysis in words that prosperity lies ahead for HCL. In order to retain its position as Indias No. 1 IT conglomerate, it has to come out with the state of art as well as futuristic technologies to its consumers well before time
SWOT ANALYSIS OF HCL CDC

STRENGTHS WEAKNESSES Big brand name of HCL. Low awareness about HCL Different types of CDC among people. professional courses are taught. High prices of some Students are trained by computer courses. experienced faculties. It should focus more on Only bookish knowledge software/hardware/networking is not provided, courses as compared to basic Students get facilities to apply computer knowledge their knowledge practically. The training process is evaluated after completion of the training. All the study materials to the students are supplied by vendors. Corse contents, fees, course duration are flexible according to the students need.
OPPORTUNITIES THREATS The recent boom in Competitors like NIIT, Information Technology Brainware, CMC, JETKING etc. industry. Prices of some courses of It offers courses not only the competitors are lower than for technical students but also HCL CDC. for non-technical students from Giant IT companies like general colleges. IBM, TCS are entering in this area. Providing discounts to individual students, corporate clients, institutions.
Chapter:
MY EXPERIENCE
MY EXPERIENCE
1) During my one month internship, while working on the project PROMOTION OF HCL CDC LEARNING DEVELOPMENT I had to visit various institutes schools and colleges and meet the school Principals and the Head of the Departments (BBA,BCA,MCA) of various colleges and make them understand about what exactly our company was looking to offer their students as a part of career development. 2) While interacting with the Heads, I found that mainly they were interested in doing projects with our company, so I provided them with all the details regarding the benefits of different projects along with the cost of each of the projects. 3) The Institutes mainly visited were Sikkim Manipal Universities of North Kolkata with centres in Ultadanga, Barrcakpore, Belghoria and couple of centres in South Kolkata namely, Alipore, Behala. 4) Few Management colleges located in Sector- V, Salt Lake were also visited, namely International School of Business ( ISB), International School of Business and Media (ISBM). ISB showed interest in doing summer project next year with our Company whereas ISBM asked us to take prior appointment and visit again later on. 5)Apart from visiting colleges and meeting the Institutes heads, I also had to do some back-office work, like handling the registration process of students getting enrolled in our Company for various courses in Networking, software courses like MS Office, JAVA, C, C++ etc and maintaining a record of each of them in an excel sheet.
6) I also visited few call centers like Magus, Sparsh, located in Salt Lake Sector V, regarding the Distance Learning Programme of BSc IT course under Lovely Professional University, whose classes are to to be held in our Office. In Magus, had a detailed discussion with the HR, I am also visited TECH MAHINDRA for admission purpose. 7) The most important experience for me that I take part in many sales promotion programme with senior marketing executive of HCL CDC.
Chapter:
FINDINGS & LIMITATIONS

FINDINGS & LIMITATIONS
Every project has some limitations even the researcher came across some limitations while working on the project which made the analysis a little inappropriate at times. Some of the basic limitations faced during the research are listed below:
Most of the research was based on cold calls, so then visited many places i.e. local areas and where it had not responded much.
There was a bias on the part of the respondents.

3
Registration No: 570 of 2010-2011
Companies that were contacted through telephone at times did not give correct information to the researcher. The manager or the person heading the Department did not have the rights to give the authorized official information to people other than the members of the official itself and the high officials. At times there was a problem of non response from the Institutes, companies and other authorized and unauthorized areas which affected the result of the project being done by the researcher.
Chapter:
QUESTIONAIRE
QUESTIONAIRE
Name:Address:Landline : Telephone number(s) Mobile: Any previous computer experience? None at all A Little Completed Basic Course Other (please state Pursuing 12th Graduate post graduate General Interest For job Other (please state) Basic computer knowledge Networking Hard ware Software engineer Other (please state) NIIT IIHT Jet-king HCL CDC Other for job assurance for job assistance for good quality training Affordable
What is your qualification? Why would you like computer training?
Training Required
Which IT institute you prefer most?
Why you prefer it most?
Chapter:
RECOMENDATION
RECOMMENDATIONS
The Generic Value Chain Model of Michael Porter :
Michael Porter of Harvard proposed the value chain as a tool for identifying ways to create more customer value. Every firm is a synthesis of activities that are performed to design, produce, market, deliver and support its product. The value chain identifies nine strategically relevant activities that create value and cost in a specific business. These nine value creating activities consist of five primary activities and four support activities. The primary activities are as follows1. Inbound Logistics ( sequence of bringing materials into the business) 2. Operations ( Converting them into final products) 3. Outbound Logistics ( Shipping out final products) 4. Marketing and Sales ( Marketing the products) 5. Service ( servicing them) The support activities are1. Procurement 2. Technology Development 3. Human Resource Management 4. Firm Infrastructure
The firms task is to examine its cost and performance in each value-creating, activity and to look for ways to improve it. The firm should estimate its competitors costs and performance as benchmarks against which to compare its own costs and performance. It should go further and study the best of class practices of the worlds best companies.
The firms success depends not only on how well each department perform its work, but also on how well the various departmental activities are coordinated. The core business processes include: The market sensing process:- All the activities involve in gathering market intelligence, disseminating it within the organization, and acting on the information. The new offering realization process:- All the activities involved in researching, developing and launching new high quality offerings quickly and within budget. The customer acquisition process:- all the activities involved in defining target markets and prospecting for new customers. The customer relationship management process:- All the activities involved in building deeper understanding, relationships, and offerings to individual customers. The fulfillment management process:- All the activities involved in receiving and approving orders, shipping the goods on time, and collecting payment.
Strong companies develop superior capabilities in managing their core processes. HCL CDC should try to manage their core business processes by following the Value Chain process of Michael Porter to develop their business.
HCL CDC should adopt some more advertising methods other than its existing methods, like advertising on Television, Radio, Newspapers, local cable channels to attract more customers of the urban areas as well as the sub-urban and rural areas.
Follow ups should be made at proper time to retain the link between the customers and the company. Prices of some courses are higher than other companies. So prices should be reduced to attract more customers. A plan should be made at proper time to approach the institutes, i.e. when there is no examination or holiday in the institute or college.
Chapter:
CONCLUSION
CONCLUSION
Marketing is a very crucial activity in every business organization. Every product produced within an industry has to be marketed otherwise it will remain as unsold stock, which will be of no value. I have realized this fact after completion of my summer training project. Despite of various difficulties and limitations faced during my summer training project on the topic BRAND PROMOTION OF HCL CDC.. I have tried my level best to find out the most relevant information for the organization to complete the assignment that was given to me. After completion of my summer training project I have gained several experiences in the field or sales marketing. I have got the opportunity to meet various people, which fluctuate in different situation and time. This summer training project has given me the opportunity to have first experience in the corporate world.
Theoretical knowledge of a person remains dormant until it is used and tested in the practical life. The training has given to me the chance to apply my theoretical knowledge that I have acquired in my classroom to the real business world. I have completed my summer training project in which are involved in its successful completion. In spite of few limitations and hindrance in the summer training project I found that the work was a challenge and fruitful. It gives enough knowledge about the computers market and the distribution process undertaken by an organization. This summer training project has
enabled my capability in order to manage business effectively and in my career in future.
Chapter:
BIBLIOGRAPHY
Books:Marketing Management by Philip Kotler (Prentice-Hall India) 2. Marketing Management by Rajan Saxena ( The McGraw-Hill Companies) 3. Research Methodology by C. R. Kothari 4. Advertising Management by Rajeev Batra, John. G. Myers, David A. Aaker 5. Sales Management by Still, Cundiff, Govoni
1.
Magazines:1. 2. 3. 4. 5. 6. Business World Brand Equity Business today Business India Fortune India Outlook Business
Websites:1. 2. 3. 4. 5. www.google.com www.hclcdc.in www.scribd.com www.hcl.in www.marketingteacher.com

Final Project

Загружено:

Сведения о документе

Исходное описание:

Авторское право

Доступные форматы

Поделиться этим документом

Поделиться или встроить документ

Параметры публикации

Этот документ был вам полезен?

Это неприемлемый материал?

Авторское право:

Доступные форматы

Final Project

Загружено:

Авторское право:

Доступные форматы

Vidyasagar University

Promotion of HCL CDC

2 Registration No: 570 of 2010-2011

Promotion of HCL CDC

2 3 5-6 7-10 11-15 16-18 19-22

COMPANY PROFILE OBJECTIVE SCOPE & LIMITATION PROJECT TITLE

3 Registration No: 570 of 2010-2011

Promotion of HCL CDC

3 Registration No: 570 of 2010-2011

Promotion of HCL CDC

2 Registration No: 570 of 2010-2011

Promotion of HCL CDC

2 Registration No: 570 of 2010-2011

Promotion of HCL CDC

3 Registration No: 570 of 2010-2011

Promotion of HCL CDC

3 Registration No: 570 of 2010-2011

Promotion of HCL CDC

Promotion of HCL CDC

3 Registration No: 570 of 2010-2011

Promotion of HCL CDC

4 Registration No: 570 of 2010-2011

Promotion of HCL CDC

The Two Division of HCL

2 Registration No: 570 of 2010-2011

Promotion of HCL CDC

2 Registration No: 570 of 2010-2011

Promotion of HCL CDC

2 Registration No: 570 of 2010-2011

Promotion of HCL CDC

Promotion of HCL CDC

3 Registration No: 570 of 2010-2011

Promotion of HCL CDC

3 Registration No: 570 of 2010-2011

Promotion of HCL CDC

HCL CDC ADVANTAGE

2 Registration No: 570 of 2010-2011

Promotion of HCL CDC

2 Registration No: 570 of 2010-2011

Promotion of HCL CDC

HCL CDC STUDY CENTRES

3 Registration No: 570 of 2010-2011

Promotion of HCL CDC

2 Registration No: 570 of 2010-2011

Promotion of HCL CDC

THE ALLIES OF HCL CDC

3 Registration No: 570 of 2010-2011

Promotion of HCL CDC

HCL CDC Management Head

2 Registration No: 570 of 2010-2011

Promotion of HCL CDC

2 Registration No: 570 of 2010-2011

Promotion of HCL CDC

2 Registration No: 570 of 2010-2011

Promotion of HCL CDC

3 Registration No: 570 of 2010-2011

Promotion of HCL CDC

HCL-CDC PRODUCT MIX

Software Courses (Product line)

Hardware & Networking Courses (Product line)

Database Courses (Product line)

Other Courses (Product line)

1)HCSP 2)HCSE 3)HCNE 4)HCSA 5)HCTS