SUMMER TRAINING PROJECT REPORT

On

"CUSTOMER SATISFACTION TOWARD HP

COMPUTERS"

SUBMITTED IN THE PARTIAL FULLFILLMENT OF THE REQUIREMENT FOR THE

AWARD OF MBA DEGREE FROM
Dr. A.P.J. ABDUL KALAM TECHNICAL UNIVERSITY, LUCKNOW

SUBMITTED BY
Nishi Kumar
Roll no: 1656770042
UNDER THE FACULTY GUIDANCE OF
Miss. Aparna Singh
Asst. Professor, BIMS

BORA INSTITUTE OF MANAGEMENT SCIENCES

BIMS, LUCKNOW
Near Sewa Hospital, Sitapur Road, Lucknow, College code 567

1
 DECLARATION

I, Nishi Kumar hereby declare that the Summer Training Project Report

work on “Customer Satisfaction toward HP computers” is under taken

by me to fulfillment the requirement of MBA Session 2016-2017 Under

"BORA INSTITUTE OF MANAGEMENT SCIENCES",Lucknow.

This work is original and all information furnished by me is correct to the

best of my knowledge.

Nishi Kumar
MBA IV Sem.
Roll No. 1656770042

2
 ACKNOWLEDGEMENT

I would like to express my gratitude to all those who gave me the

possibility to complete my project. I would like to thank my college
authorities and my HoD, MrAmitDubey first for providing me the
opportunity to work with one of the most prestigious organisations. I
want to thank the Head of the training department, MrTalahaSiddiqui
for giving me the permission for my summer training, to do the
necessary research work, and to use the organizational data.

I am deeply indebted to my faculty guide and mentor ,Miss. Aparna

Singh whose help, stimulating suggestions and encouragement helped
me during the summer training and in compiling the report.

My friends, Nishi, Urooz, Dhyan, Arti, Ashok, Simran, Durgesh And

many more who supported me in my project. I want to thank them for all
their help, support, interest and valuable hints.

I would like to give my special thanks to my parents and my brothers

and sisters whose constant love, blessings and emotional support
enabled me to complete this work.

3
 EXECUTIVE SUMMARY

IT is forging ahead in the country and a wave of optimism continues to wash the industry current
market scenarios present a perfect opportunity for IT industry.
The Indian IT industry has been competing till now on its ability to reverse engineer the
products, that are produced by international companies offer years of research to sale them at
cheaper prices however the Indian IT companies have to develop their capacity in basic research
to produce original molecules.

Compton established in 1993, is a strong teaming of 45 IT professionals and prosperity for its
customers. To make lives smoother with latest break through in technology, enabling our
customers to perform day to day jobs with speed and spending time saved on more important
aspects of business or life.

Compton is premium business partner for HP-Compaq and main focus as been to bring new
technologies to Homes and Offices. HP Premium Business Partner is a rare status in HP. We
have successfully finished several turnkey projects encompassing hardware, software and
training on complete solutions

Our main product line is PC’s, Laptops, Palmtops, Projectors, Printers, Scanners, Laser Printer,
Plotter, All in ones, TFT screens, Digital Solutions, PC Maintenance, Networking, Intranet
Solutions.
Compton specializes in bringing complete IT solutions to our customers. Let our customer be a
mid size corporate, or a SOHO user or a home user we try to go beyond customer’s expectations.
Our service backup facility and well trained team is our main strength.

Compton as a team thrives to reach out to our customers through our distribution channel. We
wish to take our services globally with unwavering commitment to customer satisfaction. We
wish to move forward with strong base of values, values that keep interest of our internal and
external

4
 TABLE OF CONTENTS
Declaration……………………………………………………………………….......... i
Organization Certificate………………………………………………………….. …. ii
Institute Certificate……………………………………………………………..……. iii
Acknowledgement…………………………………………………………….………. iv
Executive Summary…………………………………………………………............... v
Chapter I: Introduction……………………………………………………….……… 1
Chapter II: Literature ………………………………………………………...….…. 3
HP introduce GST solution……………………………………………….......…. 15
Customer Satisfaction…………………………………………………...…….… 18
SWOT Analysis…………………………………………………………………. 22
Marketing mix for HP………………………………………………………….... 27
HP all Products………………………………………………………………....... 30
Chapter III: Research Methodology……………………………………..................... 34
Objectives of the Research…………………………………………………........ 39
Methodology Research Design Sampling Technique……………………........... 41
Instruments used…………………………………………………………..…..... 43
Research problems………………………………………………………...…..... 48
Chapter IV: Data analysis and Interpretation …………………………….……...… 50
Chapter V: Findings and Recommendations…………………………..………......53
Findings………………………………………………………………….….…. 58
Suggestion and Recommendation……………………………………….….…. 63
Limitation of Project……………………………………………………..……. 66
Chapter VI: Conclusion…………………………………………………….……... 70
Chapter VII: Questionnaire …………………..…………………………….…….. 75
Chapter VIII: Bibliography……………………………………………………..…..... 80

5
 INTRODUCTION
Hewlett-Packard Company

Last logo of Hewlett-Packard used from 2010 to 2017; now used by HP Inc.

HP headquarters in Palo Alto, California, U.S.

Former type Public

Traded as NYSE: HPQ

Industry Computer hardware

Computer software
IT services
IT consulting

Fate Split into two companies

6
Successor HP Inc.
Hewlett Packard Enterprise

Founded January 1, 1939; 78 years ago

Founders William Redington Hewlettand

David Packard

Defunct November 1, 2015 (main company) (For Hewlett

Packard Enterprise). Now operating as HP Inc.

Headquarters Palo Alto, California, U.S.

Area served Worldwide

Products See list of HP products.

Subsidiaries List of subsidiaries

Website www.hp.com

7
8
 LITRATURE
HP AND KPMG INTRODUCE ‘GST SOLUTION’ FOR
TRADERS & MSMES

29 May 2017

• A comprehensive GST invoicing solution to enable successful adoption of GST •

Specialized help desk support for GST and operational queries
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New Delhi, May 29, 2017: HP India in collaboration with KPMG today launched
a comprehensive, secure and affordable invoicing platform – “GST solution” to
help transition millions of traders and Micro, Small & Medium Enterprises
(MSMEs) to Goods and Services Tax (GST) regime. “GST solution” has the
capability to support users to file all their transactions as per the new tax norms in
a convenient manner and also reduce the invoice reconciliation requirements of
large companies. Ensuring business continuity to users, HP will also enable
specialized help desk support of tax experts on call, email and chat for GST related
queries and operational assistance.

The end-to-end solution comprises of hardware from world's leading PC brand -

HP, GST invoicing software by KPMG, cloud storage for storing invoice data,

10
uninterrupted GST Suvidha Provider (GSP) access, e-sign, GST registration and
migration services. The solution facilitates the entire process from inputting of
purchase invoices, generation of sales invoices, managing the input credit ledger,
and generating reverse charges. The solution also helps businesses receive the tax
credit through automatic reconciliation of purchase invoices to ensure a seamless
transition to the new taxation structure.

• Dedicated help desk managed by specialised tax experts to support users on

GST related queries and operational issues including tax filing returns for 24
months

• Introductory training on day-to-day transactions and GST filing

• Available through all leading HP business partners, HP World stores and

hpshopping.in/GST

• Vulnerability and Penetration Testing protocols to ensure complete security

of users’ sensitive data

• End-to-end solution available from June 5, 2017 onwards at a price of Rs

33,990/- or on an interest free EMI of 1,650/- for 24 months

Commenting on the launch, Sumeer Chandra, MD, HP Inc. India said, “The
Indian economy has evolved tremendously, aided by reforms and technological
advances. HP has participated in every significant milestone of Central and State
Governments digital journey starting from printing the first computerized Railway
ticket to enabling several Digital India initiatives. GST is a major tax reform and

11
we are confident that the GST Invoicing solution from HP and KPMG will enable
traders & MSMEs in the country make a smooth transition to the new tax regime
and enhance their contribution to India’s economic growth.”
Commenting on the launch, Arun Kumar, Chairman & CEO, KPMG Indiasaid,
“GST, as a seamless, unified direct taxation system across India represents a
historical transformation that makes India a true common market. To implement
GST, six million micro, small and medium enterprises (MSME) need to adapt their
invoicing approaches, an enormous endeavour. To help these MSMEs make the
transition and alleviate associated IT challenges, KPMG has joined hands with HP
to launch a comprehensive GST
invoicing solution, GST solution. KPMG is proud to assist in advancing the
adoption of GST and in fact to be associated with all of the signature
initiatives of the Government of India.”

In addition to empowering MSMEs, the solution can also support larger

organisations enforce a regime wherein their vendors, distributors and dealers are
on the GST system, complying with the process and filing their GST returns
accurately. The solution can also help indicate loopholes in the ecosystem in the
form of a tax credit leak at any nodal point. The solution acts as a unified platform
that can ensure ease of invoice generation and reconciliation across vendors and
sub-vendors in the ecosystem.

About HP Inc.
HP Inc. creates technology that makes life better for everyone, everywhere.
Through our portfolio of printers, PCs, mobile devices, solutions, and services, we
engineer experiences that amaze. More information about HP Inc. is available
at http://www.hp.com.

12
About KPMG in India
KPMG in India, a professional services firm, is the Indian member firm of KPMG
International and was established in September 1993. KPMG has offices across
India in Chandigarh, Gurgaon, Noida, Ahmedabad, Vadodara, Mumbai, Pune,
Bengaluru, Kochi, Chennai, Hyderabad and Kolkata. We strive to provide rapid,
performance-based, industry-focused and technology-enabled services, which
reflects a shared knowledge of global and local industries and our experience of the
Indian business environment.

HP India, in collaboration with KPMG, on Monday launched a secure and

affordable invoicing platform called "GST Solution" to help millions of traders and
micro, small and medium enterprises (MSMEs) move seamlessly to the new GST
regime.

"GST Solution" has the capability to support users to file all their transactions as
per the new tax norms in a convenient manner and also reduce the invoice
reconciliation requirements of large companies.

"HP has participated in every significant milestone of central and state

government's digital journey, starting from printing the first computerised railway
ticket to enabling several 'Digital India' initiatives," Sumeer Chandra, Managing
Director, HP Inc. India, told reporters here.

The end-to-end solution has hardware from HP, GST invoicing software by
KPMG, Cloud storage for storing invoice data, uninterrupted GST Suvidha
Provider (GSP) access, e-sign, GST registration and migration services.

It facilitates the entire process from inputting purchase invoices, generating sales
invoices, managing the input credit ledger and generating reverse charges.

13
The solution also helps businesses receive the tax credit through automatic
reconciliation of purchase invoices to ensure a seamless transition to the new
taxation structure.

"KPMG is proud to assist in advancing the adoption of GST and, in fact, to be

associated with all of the signature initiatives of the Indian government," said Arun
Kumar, Chairman and CEO, KPMG India.

In addition to empowering MSMEs, the solution can also support large

organisations enforce a regime wherein their vendors, distributors and dealers are
on the GST system, complying with the process and filing their GST returns
accurately.

The solution can help indicate loopholes in the ecosystem in the form of a tax
credit leak at any nodal point.

14
 CUSTOMER SATISFACTION

HP Corporate Marketing:

HP is a company unlike any other. They serve everyone from consumers to small
and mid-sized businesses to enterprises to public sector c ustomers with an
extensive portfolio of market leading solutions specifically designed to meet the
needs of each customer segment. They focus on helping people apply technology
in meaningful ways to their businesses, personal lives and communities. Their
annual R&D investment of nearly $4 billion fuels the invention of products,
solutions and new technologies, to serve customers better and enter new markets.
They produce an average of 11 patents a day worldwide. In addition to the R&D
and innovation in their product and services groups, HP labs provides a central
research function for the company focused on inventing new technologies to
improve the customer’s lives, change markets and create business opportunities.

Source: Technology Business Research, Inc., Oct. 26, 2014 Millions of people
around the world use HP technology every day. They are largest consumer IT
company, the world’s largest SMB IT company and leading enterprise IT
company. For more than 100 million cell phone subscribers, it is HP software that
identifies them when they turn on their on phones and allows them to place calls.
HP powers 100 of the world’s stock and commidity exchanges, including the NEW
YORK STOCK EXCHANGE and 14 of the world’s largest trading markets. In
response to customer needs and the changing market conditions, they have built a
portfolio unequaled in the industry. HP technoloogy now ranges from consumer
handled devices all the way to some of the world’s largest and most powerful
supercomputer installations. Their strategy is to offer products, services and
solutions that are high tech, low cost and deliver the best customer experience.

15
They have dynamic, powerful team of 150,000 employees for the fiscal year that
ended Oct 31, 2016 HP has corporate headquarters in Palo Alto, California.

HP has a significant in all market they serve:

Consumer - “Our consumer business has leadership in handhelds,

notebooks, printers and cameras – focused on delivering simple,
rewarding experience to millions of customers”.

Small and Medium Business – Working with local reseller partners,

HP serves business customers worldwide to provide specialized
expertise, a complete portfolio of products, solutions and services.
They have market- leading positions in datacenter and office
computing, and the imaging and printing market.

Enterprise – The enterprise segment draws from Hip’s full portfolio

of products, services and solutions. We collaborate with large
customers to build an Adaptive Enterprise helping them achieve more
simplicity, agility and value across their organization. We are No. 1 or
No. 2 in all three server based operating environments, and we hold
top positions in enterprise storage and IT services management.

Public sector, health & education – With more than 60 years of

experience serving the technology needs of the public sector, HP
brings the full breadth of its portfolio and alliances to help
governments, educators, healthcare providers and others working in

16
the public interest to lower their costs, increase efficiencies and serve
their citizens, businesses and government agencies better.

Their Key Words “Doing well by doing good”

As proud as they are of their capabilities, they are equally proud of
their people, standards and values, and deep commitment to global
citizenship. Since our first year in business in 1939, HP has given
back to communities through philanthropic donations of money,
equipment and time. While the scale and reach of business have
changed in 66 years. The challenge is to continue to shape the impact
of corporations as a constructive force, using our heritage and our
actions as tool for doing so.

"Made for India" Marketing

Brands and Marketing were traditionally dominated by the US, Germany and
Japan. In Interbrand’s global brand scorecard, 14 of the top 20 global brands are
US brands (HP is 12 by the way). Consulting firms, advertising agencies and
market intelligence companies were primarily based in these countries. Product
marketers worked in those three countries; they catered to the local customer needs
and created products for those markets that would be then exported with little
differentiation to the rest of the world.

17
2006–2009

A sign marking the entrance to the HP corporate headquarters in Palo Alto,

California, 2006

iPAQ 112 Pocket PC from 2008

On May 13, 2008, HP and Electronic Data Systems (EDS) announced that they had
signed a definitive agreement under which HP would purchase EDS. On June 30,
HP announced that the waiting period under the Hart-Scott-Rodino Antitrust
Improvements Act of 1976 had expired. "The transaction still requires EDS
stockholder approval and regulatory clearance from the European Commission and
other non-U.S. jurisdictions and is subject to the satisfaction or waiver of the other
closing conditions specified in the merger agreement." The agreement was

18
finalized on August 26, 2008 at $13 billion, and it was publicly announced that
EDS would be re-branded "EDS a HP company." The first targeted layoff of
24,600 former EDS workers was announced on September 15, 2008. (The
company's 2008 Annual Report gave the number as 24,700, to be completed by
end of 2009.) This round was factored into purchase price as a $19.5 billion
liability against goodwill. As of September 23, 2009, EDS is known as HP
Enterprise Services.

On November 11, 2009, 3Com and Hewlett-Packard announced that Hewlett-

Packard would be acquiring 3Com for $2.7 billion in cash. The acquisition is one
of the biggest in size among a series of takeovers and acquisitions by technology
giants to push their way to become one-stop shops. Since the beginning of the
financial crisis in 2007, tech giants have constantly felt the pressure to expand
beyond their current market niches. Dell purchased Perot Systems recently to
invade into the technology consulting business area previously dominated by IBM.
Hewlett-Packard's latest move marked its incursion into enterprise networking gear
market dominated by Cisco.

2010–2012

A Hewlett-Packard Mini 1000 netbook computer, a type of notebook computer

19
On April 28, 2010, Palm, Inc. and Hewlett-Packard announced that HP would buy
Palm for $1.2 billion in cash and debt. Before this announcement, it was rumored
that either HTC, Dell, Research in Motion or HP would buy Palm. Adding Palm
handsets to the HP product line created some overlap with the iPAQ series of
mobile devices but was thought to significantly improve HP's mobile presence as
iPAQdevices had not been selling well. Buying Palm gave HP a library of valuable
patents, as well as the mobile operating platform known as webOS. On July 1,
2010, the acquisition of Palm was final. The purchase of Palm's webOS began a
big gamble – to build HP's own ecosystem. On July 1, 2011, HP launched its first
tablet named HP TouchPad, bringing webOS to tablet devices. On September 2,
2010, HP won its bidding war for 3PAR with a $33 a share offer ($2.07 billion)
which Dell declined to match. After HP's acquisition of Palm, it phased out
the Compaq brand.

20
 SWOT ANALYSIS
Strengths:
1. HP is a Brand Name
2. Different no of Products
3. Available throughout the world
4. Proper pricing strategy reaching the low and mid segment people
5. Making Laptops as per consumer needs.

Weakness:
1. Product being sold through HP partners hence dependency increases.
2. After sales service outsourced.

Opportunity:
1. Estimated annual growth of 40%.
2. Increased sales
3. New products launched in the market
4. World leader in computer printing.
5. Introducing new technologies in the market.

Threats:
1. Dell computers the closest rival in the market with 33 % share
2. Competitors launching products at cheaper rates
3. Consumers threatening to leave HP and move to some other company due to
poor after sales service
4. Branding of product not adequate leading to low popularity.

21
 MARKETING MIX FOR HP

1. Product

The Hewlett Packard or HP Company is, at present, the topmost Corporation with
respect to the information technology (IT industry). HP is the organization known
for revolutionizing printing industry. Moreover, it’s the pioneer in computer world.
HP has, indeed, replaced Dell computers off late in the terms of computer
shipments and sales. These days, HP is a common name as far as printers and the
related technology are concerned. HP laptops as well as tablet PCs have been
winning hearts of people in the last few years. In the year 2002, Compaq Inc. went
on to merge with Hewlett Packard, thereby forming the single-biggest entity in the
industry of computers. Through this acquisition, HP has surpassed Dell and
IBM/Lenovo computers. After some difficulties following the merger and some
marketing realignment and restructuration, HP has done a superb job in presenting
attractive laptops and establishing their leadership in the marketplace.

Current Series

Today, HP has divided its home and small office laptop offering in four broad

22
categories in order to reach their different targets. We are going to briefly
summarize the specifics of each of these lines:

Versatile performance. These are your standards laptops, the ones that you are
most likely to find at most retailers. They are equipped with a 15.4” screen, the
harddrives vary in between 120 GB and 320 GB, RAM goes from 1GB to 4 GB.
They come with the standard wifi and Bluetooth elements. They weight around 7
pounds. Their prices vary from $500 to $1,100. The laptops included in this line
are the followings: HP Pavilion dv5z, HP Pavilion dv6700t and HP Pavilion dv5t.

HP Pavilion dv6700t
Mobility. Mobility is the latest trend among individuals of the modern world.
Laptop notebook has a chief advantage in that regard instead of a desktop. It has all
the features of a desktop and yet is portable enough to be carried around. The main
difference comes from their dimension, screens drop to 12.1” to 14.1”, the
harddrives go from 120 GB to 320 GB, and RAM goes from 1 GB to 4 GB. They
come with the standard wifi and Bluetooth elements. They weight around 4.5 to
5.3 pounds. Their prices vary from $650 to $1,200. The laptops included in this

23
line are the followings: HP Pavilion dv2700t, HP Pavilion tx2500z, HP Pavilion
dv4z and HP Pavilion dv4t.

HP Pavilion tx2500z
Entertainment Powerhouse. We now enter the category of the desktop
replacements; screens vary in between 17" or 20.1". Harddrives go from 120 GB to
640 GB; RAM goes from 2 GB to 4 GB a choice of quality graphics card. They
also come with the standard wifi and Bluetooth elements and more extensions than
regular laptops. They weight around 4.6 to 15.3 pounds. Their prices vary from
$800 to $1,900. The laptops included in this line are the followings: HP Pavilion
dv7z, HP Pavilion dv9700t, HP Pavilion dv7t and HP Pavilion HDX Entertainment
Notebook PC.

24
HP Pavilion HDX
Special Edition. In short, it's all about the look! Think special edition, you don’t
want a laptop that looks like everyone else, and then these are for you. Inside, it’s
more or less a mix of the versatile and mobility lines so that HP can tailor to both
segments. Screens vary in between 14.1" or 15.4". Harddrives go from 120 GB to

25
320 GB; RAM goes from 2 GB to 4 GB. They also come with the standard wifi
and Bluetooth elements. They weight around 5.3 to 6.1 pounds. Their prices vary
from $770 to $1,000. The laptops included in this line are the followings: HP
Pavilion dv6700t, HP Pavilion dv2700t, HP Pavilion dv2800t

HP Pavilion dv2800t

The above-mentioned HP laptops are available along with multiple customized

features. HP laptops fall in the category of high-end models with the most recent
features and configurations. There are various accessories provided for the
business purposes. Every notebook comes with Business Edition of Windows Vista

26
and the other business-related software pack.

HP Pavilion dv6000t:
It features for durable coating and impressive finish. With the Pavilion dv6000t,
you will get a webcam and microphone for video chatting on the 15.4 inch
widescreen. Other features are a dual-layer DVD burner, 1GB RAM, and 80GB
hard drive. They have provided the Quick Play feature which plays movies music
and photos with the push of button without booting Windows, whether those files
are stored on hard drive, disc, and USB drive or on a memory card in the 5-in-1
reader.
HP note books are suitable for home use, small and large businesses. HP pavilion
note books pc is great for entertainment and gaming. It provides multi tasking
performance and it is flexible. HP pavilion lap tops have built in web cams and
finger print reader. The pavilion series note books have desk top replacement
feature and many other options to include graphics, high speed wifi and so on. You
can view and share pictures, movies from note books to TV or LCD displays. They
are available at reasonable rates.

HP Compaq Presario note books have high speed performance. It is suitable word
processing; browsing, viewing DVD’s and photos. It provides shiny imprint image.
It has wireless connectivity and this series of Compaq Presario notebooks run on
Genuine Window Vista Operating system.

HP Business notebooks are reliable and secure. It has full drive encryption and
improved security features. It has separate pass word management. It provides

27
smart card authentication and pre boot environment that restricts unauthorized
access. It offers data protection through encryption and Trusted Platform Module
to provide security features. The Trusted Platform Module uses strong password
that protects your hard drive.

HP notebooks use a clever battery design for all day computing. This is most
important for mobile business man who spent more time out of office. It has
ultimate battery capacity so that it provides additional productivity without
plugging in. HP technology minimizes the time taken to charge the battery. It helps
to charge the battery fast up to 90 %. It has separate dual colour indicator that will
specify the capacity of the battery.

HP quick look feature allows you to access emails, documents etc. with single
button convenience. You can get the data within 10 seconds. HP presentation
button helps you to provide presentation quickly. You can concentrate on the
project and not the technology behind it. The after sales service and customer
support has also to be taken into consideration like if you are an international user,
you should review insurance coverage for your laptop. Extended guarantees make
sense if you are a frequent user or carry the laptop with you everyday. Some of the
key factors which make HP the most preferred brand are upgradeability, elegance,
light weight and well within budget if features are to be kept in mind. Equipped
with state-of-the-art-processor (manufactured by Intel), HP always chooses the
most advanced technology and uses the vast sale to keep its prices down.

Most of the customers who are using HP Laptops don’t face any problems with
their Laptops. Generally out of 100% only 10% of products are defective. When
you purchase an HP Laptop from an authorised dealer you also get a one year

28
warranty and when you purchase Laptops by assembling from an unauthorised
dealer there is no warranty.HP has established itself as a solid brand; their success
is due to their formidable sales machine on one hand but also due to the quality of
their products. HP laptops always rank high in customer satisfaction and if you are
in buying mode, Hp laptops have to be toward the top of your list.

29
 HP ALL PRODUCTS

PRODUCTS & SERVICES

Products of HP

» Laptop, Tablet & Notebook PCs

» Desktop & All-in-one PCs

» Printers & All-in-ones

» Ink, Toner & Paper

» Monitors

» Accessories & Software

» Scanners

» Smartphones & Handhelds

» Calculators

» Storage

» Home Servers

30
RENOWNED PRODUCTS OF HP

Laptop Computers for Home & Home Office

• »Everyday computing
• Laptops and notebooks for movies, music, photos and multitasking in your
home or home office

For everyday tasks, this 15" laptop delivers classic style and great features at an
affordable, budget friendly price.

• Genuine Windows 7 Home Premium 64-bit

• AMD V-Series(TM) Processor for Notebook PCs V140 (2.3GHz, 512KB L2

Cache)

• 2GB DDR3 System Memory (2 Dimm)

• FREE Upgrade to 320GB 5400RPM Hard Drive

• Wireless-N Card

31
• »High performance
• Laptops and notebooks for cutting-edge entertainment and gaming

• Genuine Windows 7 Home Premium 64-bit

• AMD Turion(TM) II Dual-Core Mobile Processor P540 (2.4GHz, 2MB L2

Cache)

• Dolby(TM) audio + Altec Lansing speakers

• »Ultra-portable
• Laptops, notebooks, and tablet PCs for on-the-go personal productivity and
connectivity

32
Our lightest HP Pavilion laptop; great for road warriors who need a lightweight but
powerful PC

• Genuine Windows 7 Home Premium 64-bit

• AMD Athlon(TM) II Neo K125 (1.7GHz, 1M L2 cache) + ATI Mobility

Radeon(TM) HD 4225 Graphics

• FREE Upgrade to 3GB DDR3 System Memory (1 Dimm)

• 250GB 7200RPM Hard Drive with HP ProtectSmart Hard Drive Protection

• Wireless-N Card

• Up to 5.0 hours of battery life (6 cell)+++

Laptops for business

• »EliteBook laptops
• HP's best-in-class, packed with features, functionality and premiere design
for the most discerning business professional
• Choose from notebook PCs designed for powerful computing, as well as
demanding workstation applications and essential security

33
• • Optional HP Mobile Broadband delivers convenient access to the Internet
and email
• • Aircraft-inspired construction designed for a business rugged lifestyle for
those needing maximum reliability and durability
• • Displays range in size from 12.1-inch to 17-inch diagonal displays
• • Industry-leading battery life on select systems

»ProBook laptops

• Stylish and affordable laptops and notebooks for small business.

• HP's best combination of business features, functionality and value for
mainstream business applications
• Protect your data, applications and network with a broad range of easy-to-
use, essential security solutions
• Optional HP Mobile Broadband delivers convenient access to the Internet
and email
• Affordable notebooks with stylish color options and a starting weight of only
3.79 lbs (1.72 kg)
• Displays range in size from 13.3-inch to 17.3-inch diagonal displays
• Enjoy entertainment features like HD displays and audio to view your
movies and pictures

34
» HP Deskjet printers

HP Deskjet printers are highly versatile and great all-

around home printers. They can easily print everything
from photos to documents with amazing professional
results. They’re designed for fast, easy setup and use, and
fit in small spaces. HP Deskjets have an impressive range
of paper-handling and connectivity options, making them
ideal for economical, general home printing.

» HP Photosmart printers

HP Photosmart printers are specifically designed for

printing photos. With them, it’s easy to print
professional-quality photos and creative projects at
home. You can print photos without a PC directly
from your camera's memory card using the color
image display, or directly from your PictBridge-
enabled camera using the front USB port.

» HP Photosmart compact photo printers

Ideal for 4x6 or 5x7 photo printing, especially for

people on the go, this compact, stylish little printer
weighs less than three pounds. Take it with you to
parties, picnics, kids' soccer games and on vacation
for fun, beautiful prints wherever you are and
whenever you like.

35
» HP Officejet All-in-Ones

Perfect for a home-office environment, HP Officejet

All-in-Ones produce laser-quality prints at
breakthrough speeds, plus provide the speed and
convenience of faxing, copy and scan features. These
HP All-in-Ones cost less than four separate
standalone devices, take up less space and use less
energy. They’re ideal for cost-conscious home
offices.

HP LaserJet printers

These renowned HP home-office and business

printers create high-impact, high-volume documents
fast—without breaking your budget. Count on HP
LaserJet printers for sharp monochrome and color
print quality, strong performance capabilities and
unparalleled ease of use.

2. Price: Pricing is 2nd determinant in the marketing mix. The price of a product
should not be too high or too low. Pricing should be in such a manner so that it
attracts costumers on one hand and is profitable to the company on other hand.

36
Below is the pricing range of our products starting from lowest to medium highest
range taking into account various levels of costumers?

Rs. 25,000-35,000

Processor
AMD Turion X2 Dual-Core Mobile RM-70, 2.0 GHz, 1 MB L2 Cache, 800
MHz system bus
Memory
2 GB DDR2 SDRAM, Maximum 8 GB
Storage
5400 rpm, 250 GB Hard Disk Drive SuperMulti 8x DVD±RW with Double
Layer Support
Display
15.4” WXGA High-Definition Bright View Resolution: 1280 x 800
External I/O Ports
4 USB 2.0, HDMI, VGA, port, RJ45 Ethernet connector, RJ-11 Modem
connector, Expansion Port 3
2 Headphone out, 1 Microphone in, Consumer IR, Integrated Fingerprint
reader
Audio
Altec Lansing speakers
Power
6-cell Lithium-Ion Battery, 90 W AC Power Adapter
Networking
802.11b/g Wireless LAN, Integrated 10/100/1000 Gigabit LAN, High speed
56K modem

37
Warranty
1 year, parts and labor
Operating System
Windows Vista Home Basic
Video
ATI Radeon HD 3200 Graphics subsystem, HP Pavilion Webcam with
Integrated Digital Microphone
Physical Dimensions
35.7 (W) x 25.9 (D) x 3.49 (min H) / 4.19 (max H) cm
Weight: 2.65kg
Screen Size
15.4"
Processor Speed
2.0 GHz
Weight
1.5- 3.0 kg

Rs 35,000-50,000

Processor
Intel Core 2 Duo T9600 (2.8GHz/6MB L2 Cache).
Memory
4GB DDR2 SDRAM.

Hard Drive
640GB 5400 RPM SATA Hard Drive.
Display

38
17.0" WSXGA Bright View Wide Viewing 1680x1050, 1080p.
Multimedia Drive
Blu-ray Super Multi 8X DVDRW w/Double Layer.
Video Graphics
NVIDIA GeForce 9600M GS w/ Webcam.
Digital Media
5-in-1 media card reader.
Communication
Intel Wireless Wifi Link 5100 Network Connection.
Keyboard
Full-Size.
Pointing Device
Touchpad with dedicated vertical & horizontal scroll pad.
Dimensions
15.59" (W) x 11.22" (D) x 1.31" (min H)/1.66" (max H).
Pc Card Slots
Express Card/54 Slot
External Ports
Expansion port 3 connector, IEEE 1394 Firewire, HDMI 1.3 connector
Four USB (Fourth shared with eSata port), Headphones out
Microphone in
RJ-45 (LAN)
VGA port.

Sound
Integrated Altec Lansing stereo speakers (triple bass subwoofer)

39
Power
Standard Lithium-Ion battery

Operating System
Microsoft Windows Vista Home Premium

Software
HP Photo Smart Essentials
Adobe Acrobat Reader
Microsoft Works
Microsoft Windows Media Player
HP Games Powered by Wild Tangent
HP Quick Play, HPCTO5
Rs 50,000-80,000

Processor
Centrino - Intel Core 2 Duo Processor T8100 (2.10 GHz) (Intel 965PM
Express Chipset / 3MB L2 Cache / 800 MHz FSB)
Memory
3 GB PC2-5300 DDR2 (667 MHz).
Hard Drive
500GB (2 x 250) SATA @ 5400 RPM
Display
17.0" Widescreen (WXGA+) with Bright View Technology
Multimedia Drive
Blu-ray Super Multi 8X DVDRW w/Double Layer.
Video Graphics

40
NVIDIA GeForce 9600M GS w/ Webcam.
Digital Media
5-in-1 media card reader.
Communication
Intel Wireless Wifi Link 5100 Network Connection.
Keyboard
Full-Size.
Pointing Device
Touchpad with dedicated vertical & horizontal scroll pad.
Dimensions
15.59" (W) x 11.22" (D) x 1.31" (min H)/1.66" (max H).
Pc Card Slots
Express Card/54 Slot
External Ports
Expansion port 3 connector, IEEE 1394 Firewire, HDMI 1.3 connector
Four USB (Fourth shared with eSata port), Headphones out
Microphone in
RJ-45 (LAN)
VGA port.
Sound
Integrated Altec Lansing stereo speakers (triple bass subwoofer)
Power
Standard Lithium-Ion battery
Operating System
Windows Vista Home Premium (32 bit)
Software

41
 Fingerprint Reader /Integrated Web Cam & Microphones, Next Generation -
Express Card/54 Slot / HDMI Port, HP Quick Play, HP Mobile Express
Card Remote Control HP Photo smart Premier, Norton Antivirus (60 days
live update) MS Works 8.5, Acrobat Reader 8.0, Muvee Auto producer,
Cyberlink DVD Suite, HP Games

3. Place: Place is 3rd determinant of marketing mix. Place is associated with

channels of distributions that acts as a means of making the product available to
consumers. Distribution involves various decisions making process such as market
coverage, channel member selection, logistics and level of service. Below are two
distribution channels which HP is using currently.

42
HP Distribution Channel

43
HP Distribution (Direct)

Marketplace
The world of commercial activities where goods and services are bought and
sold; “without competition there would be no market they were driven from the
marketplace.”

44
Data representing distribution of HP Laptops globally.

COUNTRY WHERE HP PRODUCTS ARE EXISTED

COUNTRY WHERE HP PRODUCTS WIIL EMERGING.
Data representing distribution of HP Laptops in India.

45
4. Promotion

It provides immediate incentive to buy. Promotions hardly ever, if they do,

create a long term impact. They are vehicles for improving immediate sale or
enticing new customers to try the company’s product. They are like quick fix
solution to sales. Most often, they are used to liquidate excess inventories, achieve
quick sales to improve cash liquidity of the company. Promotion Includes
• Sales promotion
• Advertising
• Sales force
• Public relation
• Direct marketing

Sales Promotions
Activities to generate immediate sales responses from customers within a
defined time period. Sales Promotion is a diverse collection of incentive tools,
mostly short term, designed to stimulate quicker or greater purchase of particular
products or services by consumer or the trade. Recently HP came up with various
Promotional Offers.

➢ Offering Tataphoton+ with HP pavilion Notebook PC and on selected

Compaq Notebook PC is one of the Promotion strategy used by HP in recent
time so that immediate response can be generated for HP Notebook PC and
Compaq Notebook PC.

46
➢ Student’s Offers To attract specific target audience like MBA Students, IT
Students, Post Graduate Students HP has came up with offers giving various
prices
• MotoRokR
• Philips Video Music Player

47
 In addition to the assured gifts mentioned above, a student can participate in
a weekly lucky draw by submitting HP Slogan Contest. Every week, 2 winners get
a trip to PARIS.

Advertising
The Computer Is Personal Again
The Computer Is Personal Again was Hewlett-Packard's PSG campaign
slogan that was brought up in May 2016. The campaign was designed to bring
back the fact that the PC (Personal Computer) is a personal product.

The campaign utilized

• Viral Marketing
• Sophisticated visuals
• Its own web site www.hp.com/personal.

48
 • Some of the ads featured well-known personalities – Sareena
Williams, Pharrell, Mark Burnett, Mark Cuban, Jay-Zand, Shaun
White.
Rather than show a bunch of talking heads, each advertisement showed a
neck-down view in which the endorser, aided greatly by graphics, visually showed
how they used HP products. All these personalities weren't paid millions of dollars
but instead were brought a deal with HP to sponsor their or a selected charity
group.

➢ Computer is personal again

➢ HP’s Advertisements featuring Jay-Zand, Pharrel.

49
 ➢ HP also sponsored some events like ‘Blog the Talk’, ‘Be Part of HP
Predictions for the future’ which is a part of promotion of its products.

Sponsorships

Sponsorship is a part of promotions. From sponsorship HP makes its

presence feel in market. HP has much sponsorship. One well known sponsorship is
of

➢ Walt Disney World's Epcot Park's Mission: SPACE.

50
 Thanks to HP and Disney, nearly 9 million visitors take a virtual
trip into outer space each year. HP technology powers Mission: SPACE, a
Disney attraction at Epcot in Orlando, Florida that launches up to 1,800
riders an hour on a simulated journey to Mars. HP technology helps adults
and kids alike lift off and lives out their dreams of adventure

➢ From 1995 to 1999 they were the shirt sponsor of English Premier League
club Tottenham Hotspur.

➢ They also sponsored the BMW Williams Formula 1 team.

➢ Hewlett-Packard also has the naming rights arrangement for the HP Pavilion
at San Jose, home of the San Jose Sharks NHL hockey team.

➢ HP celebrates filmmaking by sponsoring the top two film events in the

world — Cannes Film Festival and Sundance Film Festival.
Segmentation, Targeting and Positioning
Segmentation of Hp Pavilion Notebooks
A few years ago, notebook computers -- lightweight, portable PCs that can
easily fit inside a bag or briefcase -- were the preserve of the elite in India, used
only by corporate executives, the super rich and super geeks. They accounted for a
very small fraction of total personal computer sales in the country. But the picture
has been changing rapidly, and in just a few years one out of every two PCs sold in
India is expected to be a notebook. The rise of the notebook as a primary
computing device may seem remarkable in a country where PC penetration is just
2% to 3% and the total installed base of PCs is estimated at only 28 million units.
"The notebook, despite the advantage of offering mobility, has long played second

51
fiddle to the much larger and more established desktop market in India," says
Rajeev Grover, director of the personal systems group at Hewlett Packard (HP)
India. HP is the largest player in the country's notebook market, with over 35%
market share in unit terms. "It was seen as a niche factor and not meant for the
burgeoning mass market. But now, it is on the threshold of a mobile-phone-like
revolution in India."According to Sumanta Mukherjee, PC market analyst at
research firm IDC India: "The notebook story in India is clearly one of phenomenal
growth." The numbers bear this out. According to IDC, in calendar years 2005,
2006 and 2007, notebooks grew over the previous year at respective rates of 148%,
108% and 81%. Between January and September of 2008, notebook shipments
grew by 54%. As a percentage of total PC shipments (desktops and notebooks) in
2004, notebooks accounted for a mere 5.5%. In the first nine months of 2008,
notebooks, at 1.87 million units, accounted for almost 30% of total PC sales of
6.42million units. Even as notebook sales have flourished, desktops have
experienced a slowdown. According to IDC, desktop sales growth dropped from
19% in 2005 to 7% in 2007. For the January to September period of 2008,
shipments fell by 5.4%. "The growth in the PC market in India is being driven by
notebooks, and with notebooks continuing to show robust growth on a larger base,
it is clear that their story is still strong," says Mukherjee. "We expect that by 2012
the split between notebooks and desktops will be equal." Vinnie Mehta, executive
director of the Manufacturers' Association for Information Technology, agrees that
the market is transforming. He stressed that notebook sales had driven India's PC
market during the April to June quarter. "With sales crossing 610,000 units in the
first quarter of this fiscal year, notebooks account for close to a third [33%] of the
total PC market in the country, up from less than 3% four years ago. With shifting
consumer preference in favor of notebooks over the desktop, this proportion will
only get larger with time."

52
Driven by Price
"The explosive growth of notebooks," says Amar Babu, managing director
of Lenovo India, "is a great example of what can happen when there is the right
technology that meets specific customer needs at the right price point."
Affordability is certainly a key reason that notebooks are taking off. According to
IDC, over the last few years notebook prices in India have been dropping by about
10% a year, primarily because of technological advancements, changes in the
customs duty structure and growing volumes. Prices have not dropped at the same
rate in the more mature desktop market, so the price difference between a desktop
and a notebook has been reduced substantially. Using rough estimates, industry
players point out that four to five years ago, while a notebook was priced around
US$2,000, a desktop was about half that. Today, notebooks are available for
around US$500, desktops for around US$400. Price by itself is no longer a major
deterrent for someone looking to buy a notebook. The growth in the telecom
ecosystem and recent advancements in wireless connectivity have played an
equally important role in driving notebook adoption. "Increasing globalization has
led to a more competitive landscape, and the norms of productivity therefore are
changing rapidly," Garde says. "Both organizations as well as individuals in India
are realizing that mobility and connectivity are a very potent combination when it
comes to increasing productivity. A whole new usage model is being driven by
this." The model taking hold in large enterprises is one of notebooks no longer
being limited to top management; instead, they are percolating down the ranks to
middle managers and sales teams to enable a faster information flow and improved
decision-making. Not only has the corporate world embraced the notebook: Other
segments driving the market include education, small and medium businesses, and
consumers. For instance, notebooks have ushered in a new way of delivering
education in areas such as engineering and management, and many educational

53
institutions factor the price of a notebook into their fee structure. For consumers,
notebooks are fast becoming a lifestyle product. According to IDC, in 2006 and
2007 the consumer notebook segment grew at 261% and 248%, respectively. In
2008, it is estimated to have grown at 95% over the previous year. "In most mature
markets, because of the high penetration of PCs, most people start off with a
desktop and then get a notebook as their second PC or as a replacement," . In India,
a lot of people are leapfrogging to buying a notebook itself as their first PC as
India is a very price-sensitive and value-conscious market, and notebooks are
satisfying both these needs for first-time buyers." The entry of new user categories
has redefined the notebook market. Vendors have introduced different products for
different target segments. HP, for instance, has its HP-Compaq portfolio for
commercial users and HP Pavilion and Compaq Presario for individuals. Dell has
the E-series for corporate customers, Vostro for small and medium businesses, and
the XPS, Studio and Inspiron for consumers. Lenovo has the Think Pad for
corporate users and the Idea for consumers. Acer has the Aspire brand for
consumers and the Extensa and Travelmate for the commercial segment.
Target Market for Hp Pavilion Notebooks
One may argue that these target-specific products are part of the vendors'
global strategies and are not specific to India. But the very fact that vendors are
looking at segmentation in a market where PC penetration remains low is a clear
indication of the potential they see. There are other indicators. India was the first
country outside of China where Lenovo forayed into the consumer space,
introducing its products to that market in 2006. HP's global re-launch of its
Compaq brand in 2007 was held in Mumbai. HP is now introducing its "Digital
Clutch" (the notebook that HP has designed in collaboration with fashion designer
Vivienne Tam) and targeting it specifically to women. With consumers becoming a
larger piece of the pie and the notebook becoming more of a lifestyle product,

54
features such as better sound quality, screen size options, different colors and
different finishes are coming into play. "Earlier, all the innovation was around
making the notebook more robust and more secure for the corporate customer,"
says HP's Grover. "Now, the innovations are around providing different benefits to
the different user groups. It is very important that we fulfill both the spelled-out as
well as the unspelled-out needs of the different segments. For instance, with the
notebook transforming into a lifestyle product, women clearly have different
expectations [in terms] of style and colors." Meanwhile, with the universe of
notebook buyers and users growing beyond the metros to the smaller cities and
towns, vendors are getting closer to customers. In addition to increasing their reach
through multi-brand outlets, vendors are increasing their numbers of exclusive
stores across the country. HP has doubled its stores to 180 in the last three years.
Acer has more than 100 exclusive stores and Lenovo has 157. Just a few months
ago, Dell opened its first two exclusive retail showrooms. Vendors are also wooing
customers through large-format retail stores such as Croma, Next, e-Zone, Staples
and Metro. "The buying experience of a notebook has become an important
parameter in the purchase decision along with product features, brand and price,"
says S. Rajendran, chief marketing officer at Acer India. "The growth of organized
retail in India will also give an added stimulus to notebook buying."

Positioning OfHp Pavilion notebooks

Positioning refers to consumer’s perception about our product. HP already
has strong hold in laptop market globally. HP has market share of 32% in overall
laptop market and holds dominant market share of 51% in consumer notebook
segment.
Netbooks Stake Their Claim

55
 HP also has a potential in the Indian market for Netbooks -- small,
lightweight notebooks suitable for accessing web-based applications. Company
cites figures from market research firm Display Search, which show that in July-
September 2008, Netbooks accounted for 14% of total global notebook shipments,
with Acer emerging as the leader with a share of almost 40%. "HP expects
Netbooks to be popular in India also, especially among small and medium
businesses, and also as a second computing device in upper-middle class homes."
Rajendran predicts that India's netbook market will be around 300,000 units this
fiscal year. Ravi Bapna, associate professor of information systems at the
University of Minnesota's Carlson School of Management and executive director
of the Centre for Information Technology and the Networked Economy at the
Hyderabad-based Indian School of Business, is optimistic about the role of
Netbooks in India. "The netbook could have potentially larger penetration ability
as it could become an aspiration device for the lower-middle class," he says.
"However, a stronger ecosystem of applications and services innovation is needed
for the full potential to be realized. Can it really solve the day-to-day pain points
felt by this segment of society? At present, the answer would be no, but that does
not mean future applications will not." Industry players largely expect the market
to grow further once 3G wireless technologies are introduced in the country. "[3G]
will impact every user segment, [whether] commercial or consumer, and will
definitely be a trigger for further growth. Wi-Fi drove a certain level of growth in
the usage of notebooks, despite not being pervasive wireless. 3G will certainly
drive a fresh wave of growth in this space." Bapna, however, sees it differently. "It
depends on the competing technologies that can provide high-speed mobile
Internet," he says. "I doubt 3G technologies are going to have a significant
acceleration effect on notebook adoption. In contrast, my prediction is that the
growth will occur in high-end mobile handsets [and] iPhone-type devices. Their

56
quality and the functionalities provided are bound to keep improving as the
bandwidth constraints get eliminated." Meanwhile, apart from concerns about the
global economic slowdown's potential effect on the growth of India's notebook
market, one long-term constraint may be language. "A large part of the Indian
market is vernacular, but the entire ecosystem of the personal computer is very
English-oriented," HP's Grover notes. "For further growth, we need to remove this
language barrier. In order to do this, different players like the government, device
manufacturers, Internet service providers, content providers and others who are all
working currently in silos need to work together to develop the ecosystem."

57
Competency Ladder: Hewlett-Packard

Resources:
People,Brand,Market,Know
ledge,Distribution
Channel,Technology,Factor
y

Competency:
Strong Sales/distribution
network,value for Incompentency
money,effective brand
marketing

Strategic Compentency
Peripheral Compentency:
Strong Sales/Distribution
Geographically located
n/w,value for money
factory,effective brand
products, newer and
marketing.
innovative product

Distinctive
Threshold
Competency:Strong
Competency:New
sales,distribution n/w,value
products,new innovations
for money product

58
It's a well known fact that no business can exist without customers. In the business
of Website design, it's important to work closely with your customers to make sure
the site or system you create for them is as close to their requirements as you can
manage. Because it's critical that you form a close working relationship with your
client, customer service is of vital importance. What follows are a selection of tips
that will make your clients feel valued, wanted and loved.

1. Encourage Face-to-Face Dealings

My experience has shown that a client finds it easier to relate to and work with
someone they've actually met in person, rather than a voice on the phone or
someone typing into an email or messenger program. When you do meet them, be
calm, confident and above all, take time to ask them what they need. I believe that
if a potential client spends over half the meeting doing the talking, you're well on
your way to a sale.

2. Respond to Messages Promptly & Keep Your Clients Informed

This goes without saying really. We all know how annoying it is to wait days for a
response to an email or phone call. It might not always be practical to deal with all
customers' queries within the space of a few hours, but at least email or call them
back and let them know you've received their message and you'll contact them
about it as soon as possible. Even if you're not able to solve a problem right away,
let the customer know you're working on it.

3. Be Friendly and Approachable

A fellow SitePointer once told me that you can hear a smile through the phone.
This is very true. It's very important to be friendly, courteous and to make your

59
clients feel like you're their friend and you're there to help them out. There will be
times when you want to beat your clients over the head repeatedly with a blunt
object - it happens to all of us. It's vital that you keep a clear head, respond to your
clients' wishes as best you can, and at all times remain polite and courteous.

4. Have a Clearly-Defined Customer Service Policy

This may not be too important when you're just starting out, but a clearly defined
customer service policy is going to save you a lot of time and effort in the long run.
If a customer has a problem, what should they do? If the first option doesn't work,
then what? Should they contact different people for billing and technical enquiries?
If they're not satisfied with any aspect of your customer service, who should they
tell?

5. Attention to Detail (also known as 'The Little Niceties')

Have you ever received a Happy Birthday email or card from a company you were
a client of? Have you ever had a personalised sign-up confirmation email for a
service that you could tell was typed from scratch? These little niceties can be time
consuming and aren't always cost effective, but remember to do them.

6. Anticipate Your Client's Needs & Go Out Of Your Way to Help Them Out

Sometimes this is easier said than done! However, achieving this supreme level of
understanding with your clients will do wonders for your working relationship.

"Hi, you mentioned a hard-copy brochure you were working on and I wanted to
provide you with large-scale copies of the graphics I've used on the site. Hopefully
you'll be able to make use of some in your brochure."

60
7. Honor Your Promises

It's possible this is the most important point in this article. The simple message:
when you promise something, deliver. The most common example here is project
delivery dates.

Clients don't like to be disappointed. Sometimes, something may not get done, or
you might miss a deadline through no fault of your own. Projects can be late,
technology can fail and sub-contractors don't always deliver on time. In this case a
quick apology and assurance it'll be ready ASAP wouldn't go amiss.

61
 RESEARCH METHODOLOGY

OBJECTIVE OF THE RESEARCH

Main Objectives;

To find out the attributes that enhance the customer value by providing better service to them and
know how to motivate the more people towards IT. The Project required carrying out the
comparative study of prices across Brands and Models also to carry out another comparative
study of Margins of Dealers and Wholesalers. This would be done by finding out the Market
Operating Price at which they are making deals and the volume of discounts offered by them.

Then apart from studying the dealers a study of consumer buying behaviors was also required for
the specific brands. This was done by making comparative study of HP along with other brands,
in terms of consumer preference. Also dealer’s perspectives about the brand are also to be
considered along with this the effect of prices on brand preference of the models.

In the research we also tried to study consumer behavior for all the brands and also the dealer’s
perception about the market of Home PCs, Laptops, Printers, PSC, Scanner, and TFT. For this
Segmentation, Targeting and Positioning of various brands on recall, believability, association,
final purchase.

Other Objectives:

• To know the brand recall by customers.

• To know the reason why people prefer HP (Hewlett-Packard) brand.
• To increase the sales volume.
• To give the customer satisfaction and also get the references from them.
• To know which factor is important for customer before buying any IT product.
• To illicit suggestion for better positioning for HP product.

62
Research Problems:

• Difficulty in the collection of Primary Data.

• Difficulty in analyzing and interpreting the needs, mood and interest of the
customer.
• Difficult to explain the Questionnaire of need survey to customers.
• Identifying and analyzing of data made the study costly.
• Shortage of time

Research Design:
• Determine the Information Sources: The data has been gathered through
secondary source.
• Primary Data is collection through questionnaire, search and research
through place where today's computer and office automation products has
been mostly used.
• Secondary Data has been collected through magazines, newspapers,
journals and websites.
Data Collection:
The data has been collected by gathering information through the official websites,
magazines and journals.

Developed the research frame:

This includes deciding upon various aspects for the project on which the entire
research is based. The research is framed includes:

Sampling Technique:
The samples were taken on the basis of simple random and convenient sampling.
the tools used for the analysis are Pie-Charts.

Nature of Study:
The project on which work is done is descriptive and internal in nature.

Data source:
I took the help of both primary as well as secondary sources. Primary sources
being the interaction between with various IT people of the selected institutions
and filling up questionnaire by them. Secondary sources being the I schools,

63
hospital, some small company internet as the medium and the official sites of the
companies of IT sectors.
Instruments used:A questionnaire cum personal interview as used for market
research for the segment. The company in which the research is done provided the
Questionnaire and an idea of its prospective clients.

COLLECTION OF DATA

Data can be well classified into TWO TYPES:-

PRIMARY DATA
SECONDARY DATA

PRIMARY DATA comprises of Interviewing and Questionnaire. It basically

provide Fresh n effective data. A well structured questionnaire was generated
comprised of open-end and closed-end question.

SECONDARY DATA is information extracted from primary data and used by the
researcher. It contains business magazines , website, journals, company
publications etc.

SAMPLING UNIT:
Working and Non-Working Respondents.

SAMPLING SIZE:The sample size was restricted to only 50, which comprised of
mainly people of different ages (working & non-working).

64
DATA ANALYSIS & INTERPRETATION

TABLE 1
PERCENTAGE OF PEOPLE USING LAPTOP

LAPTOP USER PERCENTAGE

YES 85%
NO 15%
TOTAL 100%

GRAPHICAL REPRESENTATION OF PEOPLE USING LAPTOP

LAPTOP USER

1st Qtr
2nd Qtr

65
Analysis: - From the above table and graph it can be seen that only 15% of the
people are not using laptop while the other 93% have laptops. This data is
presented in both the table and graphical presentation.
Interpretation: So we can conclude that most of the people use laptop for
different reasons like for office purpose, routine work, entertainment source etc.

TABLE 2
PEOPLE PREFERANCE FOR DIFFERENT COMPANIES OF LAPTOP
COMPANY PERCENTAGE
HP 30
LENOVO 25
SONY 22
DELL 20
OTHERS 3

USERS
35

30

25

20

USERS
15

10

0
HP LENOVO SONY DELL OTHERS

66
Analysis: - From the former table and graphs we can see people generally prefer
HP laptops (30%), 25% prefer Lenovo laptop, 22% goes for Sony laptops, 20% for
Dell and only 3 % prefers other company’s product.
Interpretation: It is concluded here that HP has its popularity of having a large
no. consumers in the studied area for its best service in the field of laptop.
TABLE 3
TIME SPENDING OF PEOPLE ON COMPUTER PER DAY
TIME USERS
1 HR. 10%
1- 4 HRS. 40%
4-8 HRS. 45%
MORE THAN 8 HRS. 5%
TOTAL 100%

USERS

1 HR.
1-4 HRS.
4-8 HRS.
MORE THAN 8 HRS.

67
Analysis: Above table and graph shows that most of the respondents use laptop or
computer for 4-8 hrs. i.e. 45%. Beyond this, 40% of users use computer or laptop
for more than 1hr but less than 4 hrs. There are 10% of users who are using
computer or laptop for 1 hr. only 5% user uses computer or laptop for more than 8
hrs.
Interpretation: This means there are many respondents who use laptop or
computer for more than 1 hr to 8 hrs i.e. 85% on per day basis.

TABLE 4
PREFERANCE OF LAPTOP OVER COMPUTER

PREFERANCE RESULT
LAPTOP 55%
COMPUTER 45%
TOTAL 100%

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 LAPTOP PREFERANCE OVER COMPUTER

LAPTOP
COMPUTER

Analysis: Above table and graph shows that 55 % of respondents prefer laptop
over computer. But there are still 45% of users using computer.
Interpretations: It is here concluded that there is only marginal result of people
preferring laptop over computer. There are still many people using computer these
days.

TABLE 5
RATING OF PRODUCT OF HP
RATING RESULT
FAIR 5
GOOD 25
SATISFACTORY 35
EXCELLENT 25
SUPERB 10

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TOTAL 100%

GRAPHICAL REPRESENTATION

Rating
40

35

30

25

20
Rating
15

10

0
FAIR GOOD SATISFACTORY EXCELLENT SUPERB

Analysis: 5% of the respondents get fair performance, 25% are feeling good by the
HP product, 35% are satisfied by the product, 25% get excellent performance
while 10% are indicating the product as superb.
Interpretation: Above table and graph depicts that the performance of the laptop
of HP was satisfactory.
TABLE 6
DO YOU LIKE HP PRODUCT
RESPONSE RESULT
YES 92.5%
NO 7.5%
TOTAL 100%

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 do you like HP product

1st Qtr
2nd Qtr

Analysis: 92.5% of people are satisfied and liked HP product while only 7.5% do
not like to use HP product.
Interpretation: Above table and graph depicts that most of the respondents like
using HP product.

TABLE 7
RATING FOR HP SEVICES
RATING RESULT
VERY GOOD 43%
GOOD 30%
FAIR 25%
POOR 2%
VERY POOR 0%

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TOTAL 100%

HP service
50%
45%
40%
35%
30%
25%
HP service
20%
15%
10%
5%
0%
VERY GOOD GOOD FAIR POOR VERY POOR

Analysis: 43% of respondents rate HP service as very good, 30% of people are
finding HP service as good, 25% are rating it as fair. Only 2% of the respondents
are considering HP service as poor.
Interpretation: Above table and graph depicts that most of the respondents feel
good in taking HP service. This shows that HP has good reputation in the market.
TABLE 8
DOES HP PRODUCT NEED IMPROVEMENT?
RESPONSE RESULT
STRONGLY AGREE 2%
AGREE 10%
NEITHER AGREE NOR DISAGREE 30%

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DISAGREE 30%
STRONGLY DISAGREE 28%
TOTAL 100%

NEED OF IMPROVEMENT

STRONGLY AGREE
AGREE
NEITHER AGREE NOR DISAGREE
DISAGREE
STRONGLY DISAGREE

Analysis: Only 2% of people strongly agree that HP product needs improvement,

10% agrees that there should be improvement, 30% do not say anything regarding
this, 30% disagree to the improvement, and 28% strongly disagree for
improvement.
Interpretation: Above table and graph depicts that most of the respondents feel
that there is no need of improvement in HP product. This shows that HP has good
reputation in the market.

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 FINDINGS
1) Customers are fully satisfied with the products of HP.
2) Mostly organization preferring computers or laptops from Hewlett-Packard i.e
HP.
3) Customers are particularly satisfied with the extra benefits given by the HP
4) HP products are improving their quality day by day to satisfy their customers.
5) A few customers liked the product but were reluctant to switch over to it as they
were satisfied with their present brand’s products. They may consider our brand
in case or future need.

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 SUGGESTION & RECOMMENDATION

• The Company Should Start its Manufacturing Units in India.

• The Company Should advertisement on large scale for more customer
awareness.
• It has vast scope in Asia, which ultimately increases its sales and profits.
• The Company Should Start more HP Stores with more franchise to get
market share.
• Most of the dealers were already using products of other companies. They
couldn‘t switch as it was against their companies‘ contract with those
companies which was binding on them.
• A few customers liked the product but were reluctant to switch over to it as
they were satisfied with their present brand’s products. They may consider
our brand in case or future need.
• A few customers were clearly satisfied and bought our product.
• Most of the customers wished to compare our products and services with
that of our peers . We have mailed our products and plans to the customers
concerned.
• Customers with new needs are more likely to consider our product.
• Appointment were very hard to get as many people who oversaw these
matters in their companies didn‘t have time nor any interest in switching
over to a new company.

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 LIMITATIONS OF THE PROJECT
1. Difficulty in the collection of Primary Data.
2. The study is predominantly based on Secondary Data which constitutes
limitations.
3. Building up of an Effective data led to Time consuming. As generation of data
consumed lots of time.
4. Identifying and analyzing of data made the study costly.
5. Difficulty in analyzing and interpreting the needs, mood and interest of the
customer.
6. Difficult to explain the Questionnaire of need survey to customers.

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 CONCLUSION
The Indian I.T. market currently appears to be at a crossroads, where I.T.marketers
are attempting to change the customer perceptions of their brands in the specific
buying motivations appear to be replacing generalities. This meanwhile, is quite
unlike the west where buyers consider, aesthetics, comfort and safety, not
neceesarily in that order. Before finalizing a purchase.” It’s smarter to think about
emotions and attitudes if marketers are to do a better job of marrying what are HP
offers to the consumers image of the offerings. The mindset of the Indian
Consumer is such that he is delighted if he buys the pen, a little cheaper than his
neighbour. Things are, however, a slowly changing and customers at the upper end
of market are now ready pay more for more. I hope that this approach will soon
enter the new era, may be not with the same intensity.” Success will largely will
determine to the extent a company can differentiate itself in terms of intangibles
that grow with the product.
From above the details I conclude that 90% HP computer users preferred to remain
with the Brand. Also good no. of users who were willing to switch from their
respective company due to some dissatisfaction from quality, un ease of use or lack
of freshness in machines showed interest in HP.

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 QUESTIONNAIRE

Q1. Are you employed? YES NO

Q2. Have you ever experienced HP’s product? YES NO

Q3. Do you require a computer for your office work? YES NO

Q4. How much time you spend on a computer per day?

1 hr. Less than 4 hrs.
4-8hrs. more than 8 hrs.

Q5. Will you prefer laptop over computer? YES NO MAY BE

Q6. From where did you heard about us?

Q7. Is this your first visit? YES NO

If no, when did you visit our outlet last time?

Q8. Is your product under warranty? YES NO

Q9. Do you find the product beneficial?

Q10. What are the gadgets that you cannot live without?
Cell Phone Laptop PDA Ipod

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Q11. How would you rate the product of HP?
Fair Good Satisfactory Excellent

Q12. Co-effective services are:

Extremely Important Very Important Somewhat Important
Not very Important Not at all important

Q13. Hp products have to improve on quality?

Strongly agree Agree Neither agree nor disagree Disagree
Strongly disagree

Q14. Do you like HP product? YES NO

Q15. How would you rate the service of HP?

Very good good fair poor very poor

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BIBLIOGRAPHY

1. www.en.wikipedia.org/wiki/Hewlett-Packard
2. www.hp.com
3. www.hp.com › Newsroom › HP Blogs
4. www.newsblog.ext
5. www.facebook.com/HP-magazine-169698806391291

References

1. The Indian express

2. The Hindu
3. Mail today
4. HP max

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