A PROJECT REPORTA PROJECT REPORT

OnOn

CERTIFICATION

This is to certify that the project report titled “Sales

Promotion Program of Toshiba Portables”, is a bonafide

work carried out by Gaurav Dev, a student of P.G.D.B.M. of

Guru Nanak Institute of Management under my guidance

and direction.

Signature by guide

MR. ANKUR SABHARWAL

(Business Executive HCL Infosystem)

ACKNOWLEDGEMENTS

I would like to thank “HCL Infosystem Ltd”, for providing the

opportunity to work on the project “Sales Promotion of Toshiba

Laptaps”. I would like to pay my regards to the staff of HCL

Infosystem for their kind support and for providing meaningful

direction to the project. Special thanks to Mr. Amit Dhar (Manager

Sales) and Mr. Sukesh Dutt Mehta (Business Executive, HCL

Infosystem) who helped in enhancing my knowledge about the

project.

My sincere thanks to Mr. Ankur Sabharwal (Business Executive,

HCL Infosystem) my supervision, who helped me with knowledge

and morale.

I would like to extend my gratitude to Dr. Nirmal Singh (Director

of GNIM) whose guidance and inspiration over the past one year

enhanced my knowledge.

Finally I would like to thank to my family member Amber, Abha,

Pratibha and Ginny for their passionate support.

TABLE OF CONTENTS

TOPICS

Introduction

Objectives

Methodology of Research

Tools of Data Collection

Analysis of Data

Conclusion

Bibliography

Annexures

COMPANY PROFILE

Toshiba, a world leader in high technology, is an integrated

manufacturer of electrical and electronic products spanning

information & communications equipment and systems (PC and

other computer systems, storage devices, telecommunications

equipment, social automation systems, medical electronics

equipment, space related products, etc.), electronic components

& materials (semiconductors, electron tubes, optoelectronic

devices, liquid crystal display, batteries, printed circuits boards,

etc.), power systems & industrial equipment (industrial apparatus,

power generating plants, transportation equipment, elevators &

escalators, etc.) and consumer products (video and digital home

products, home appliances, etc.).

The company has a proud tradition of achievement. In over 126

years of operation, Toshiba has recorded numerous firsts and

made many valuable contributions to technology and society. The

company is today the world's 7th largest integrated manufacturer

of electric and electronic equipment, has over 188,000 employees

worldwide, and enjoys annual sales of over US$47 billion on a

consolidated basis.

Toshiba is now aiming for enhanced recognition as an excellent

global corporation in the 21st century. Towards achieving this, the

company is developing the required global management

structures and systems, and combining these innovations with a

change in awareness that sends a clear message to customers

and competitors.

Management Innovation (MI2001) is a major initiative now being

promoted throughout Toshiba Group. MI2001 directs six sigma

methodology to promoting transformations in Toshiba's

management and businesses that advance the creative

destruction and competitive superiority required to achieve

customer satisfaction, and to involve all employees in the making

of a new corporate culture.

PROJECT

OBJECTIVES

OBJECTIVES

To Explore New avenues of Sales Promotion for Toshiba

Laptops.

Specific Objectives

To conduct the sales promotion activities, by the

demonstration of newly launched laptop in corporate offices.

To increase the sale s of laptops.

To do a small market research along with the demonstration.

SCOPE

SCOPE

This project will help HCL, to be known by corporate as market

of Toshiba Laptops in India.

This project will help HCL to improve the weaknesses in

Laptops and to know what people actually want in Laptops.

This project will also help HCL in making good relations with

different companies.

methodology

METHODOLOGY

Source: Many MNC’s and Indian corporates have offices in Delhi

and NCRs (national Capital Regions). It is physically impossible to

cover all of them in 2 month of duration. Hence it would be

sensible that we should chooses the one NCR and work on it.

Sampling: Most of my work is concentrated in NCRs specially in

Gurgaon. Here you can find many corporate buildings like DLF

Gateway, Square, Signature, Vatika, JMD, Plaza, Global Business

Park, Corporate Park etc. So sampling is based on our

convenience and it is carried out on random basis i.e. we used to

fix up calls and then used to carryout our research.

Target-Segment: Comprises of 45 companies both MNCs and

Indian Corporate houses. Most of them are manufacturing units

specially textile, then followed by IT, telecom service, Auto,

Pharma.

Procedure

HCL assigned me the project of Sales Promotion of Toshiba

Laptops. This includes:

(i) Coldcalls

(ii) Fixed calls

I was assigned 3 dealers for above purpose.

(i) Agrani switch (Lajpat Nagar)

(ii) Agrani Switch (Ansal Plaza)

(iii) Agrani Switch (Gurgaon)

The above calls may include demos of Laptop or just providing

them information about our various products without demos and

to bring a consumer feedback inform of am filled questionnaire.

The data base was provided by either HCL office (Noida) or by

these Agrani Switches.

HOW CALLS USED TO BE CARRIED OUT

I used to called the data base of companies (which includes

phone no, addresses, and name of contact persons) from HCL

or from Agranis.

After getting the data base, I used to make phone calls and try

to take appointments. Some times of used to go for cold calls

(i.e. I used to visit corporate offices without fixing any

appointments).

During these calls I trend to provide them with the information

about our products and also to gain information about their

I.T. or EDP structure (Questionnaire). This also acted as the

consumer feedback in many cases.

Many a times the information was provided to me by manager

on phone (especially in the cases where brand loyalty was

quite high).

DATA BASE

S.No.

Name of Organisation Address

1. Enchante Plot No. 384, Udyog Vihar, Phase IV, Gurgapon

2. Shyam Communication 246, Phase IV, Udyog Vihar,Gurgaon

3. Graffiti Exports 377, Udyog Vihar, Phase II, Gurgaon

4. Ascom 34, Udyog Vihar, Phase IV, Gurgaon

5. Pathnet Plot No. 31, Sector 18, Udyog Vihar, Guargona

6. Rakheja Enterprises 74, Udyog Vihar, Phase –IV, Gurgaon

7. Prasha Technologies Limited

249 C, Udyog Vihar, Phase IV, Gurgaon

8. Jay switches (India) Pvt. Ltd.

Plot No. 407, Phase III,Udyog Vihar, Gurgaon

9. Global Exchange Plot No. 30, sector – 18, Gurgaon

10. Safexpress Safex Cargo Complex,28 Sector 18, Udyog ViharGurgaon

11. Free Market 10th Floor, DLF, Gateway TowerR-Block, Phase III, DLF City,Gurgaon

12. Xerox DLF square, Zacaranda Marg,M Block, DLF City, Phase II,Gurgaon

13. SGS 250 Udyog Vihar Phase IV,Gurgaon

14. Multi Tech 249 B, Udyog Vihar, Phase IV,Gurgaon

15. Evalueserve 7th Floor Block 4B,DLF Corporate Park, Phase III

16. Voltas Limited A-43, Mohan Co-operative Industrial Estate,Mathura Road, New Delhi

17. Redcats 9th Floor, DLF Gateway Tower, DLF City, Phase III, Gurgaon

18. Alankar Creations Plot No. 410, Udyog Vihar, Phase III, Gurgaon

19. Corning Gateway Towers, 3rd Floor,DLF City, Phase III, Gurgaon

20. Kaybee Overseas (P) Ltd.

UV-68, Udyog Vihar, Phase IV, Gurgaon

21. DDS 808, Tower-2, Signature Tower, South City, Gurgaon

22. American Express A-A1, A2 Enkay Centre, Udyog Vihar, Gurgaon

23. IGT Solutions Block-2B, DLF Corporate Park, DLF City, Phase III, Gurgaon.

24. Promed exports Pvt. Ltd. 210, Ashirwad Commercial Complex, D-1, Green Park, New Delhi

25. Swiss International Airlines

First India Place, Block A, Ground Floor, Sushantlok Phase-I, Mehrauli- Gurgaon Road, Gurgaon

26. Induslnd Bnak First India Place, Block ‘A’, Sushantlok, Phase-I, Ground Floor, Tower-B, Mehrauli-Gurgaon Road, Gurgaon

27. Gopal Clothing Co. Pvt.Ltd.

247, Udyog Vihar, Phase II, Gurgaon

28. Colby 804-808, 8th/F, Tower B, Global Business Park, Mehrauli-Gurgaon Road, Gurgaon.

29. ICI Global Business Park, 6th Floor, Tower ‘B’, Mehrauli, Gurgaon Road, Gurgaon

30. Vayubodhan A-292/1, Okhla Industrial Area, Phase I, North Delhi.

31. Dynamic Fashion Pvt. Ltd.

Plot No. 29, Sec. 18, Maruti Industrial Complex, Udyog Vihar, Gurgaon.

32. Britannica 55-56, Udyog Vihar, Phase IV, Gurgaon

33. Spectrum Plot No. 295, Phase IV, Udyog Vihar, Gurgaon

34. Orient Craft 14A , Maruti Industrial Complex, Sector –18, Udyog Vihar, Gurgaon

35. Brakes Indial (Ltd) 874, Udyog Vihar, Phase V, Gurgaon

36. Inox Global Services Ltd. Global Business Park, Tower B, 2nd Floor, Mehraulit Gurgaon Road, Gurgaon

37. dp Solutions 1001, 1002, Signature Towers, Tower A, N. H-8, South City-I, Gurgaon

38. Fluor 14th Floor DLF Square, Jacarand Marg, DLF City, Phase II, Gurgaon

39. Fidelity Investments 9th Floor, DLF Square, Jacarand Marg, Phase II, DLF City.

40. Huwai Technologies (I) India Contact Detail (104th Floor,

Co. Ltd. DLF Square, Jacarada M-Block, DLF City, Phase-II, Gurgaon

41. ECS Limited 804, Signature Towers, Tower A, South City-I, Gurgaon

42. Teleperformance India 387, Udyog Vihar, Phase II, Gurgaon

43. Bausch and Lomb 7th Floor, Enkay Towers, Udyog Vihar-V, Gurgaon

44. Senior Flexonics (Ltd) 394, Udyog Vihar, Phase III, Dundahera, Gurgaon

45. Arysta Agro Asia Pvt. Ltd.

80A, Signature Tower, South City I, NH-8, Gurgaon

ANALYSIS AND FINDINGS

1. Nature of the SECTOR vs. NUMBER OF COMPANIES

Nature of Sector No. of Companies

Auto 0

Chemical 0

Manufacturing 22

FMCG 0

IT 9

Telecom 5

Pharma 1

Service 8

2. number of desktops

Number of Desktops No. of Respondents

0-20 18

21-50 11

50-100 11

100-199 1

More than 200 4

Most of the companies in our research are mid-size or small

size Indian business houses. Therefore the number of desk top

use in them is between 0-20.

3. BRANDS OF DESKTOPS

Brands of Desktops No. of Respondents

HP 4

IBM 5

Compaq 5

Assembled 10

Mix 15

DELL 4

Wipro 2

HCL 0

It is clear from the above that forms are using a mix of brands

of computers, the reason may be that purchases are carried

on at different times and for different needs.

Assemble computers are also used in large numbers because

of their being low in cost.

4. MOST PREFERED BRAND OF SERVER

Brand of Server No. of Respondents

Compaq 24

IBM 6

Wipro 1

Assembled 1

DELL 3

HP 6

Mix 4

HCL 0

The most preferred brand is Compaq.

5. number of LAPTOPS

Number of Laptops No. of Respondents

None 8

1-5 16

6-10 10

11-15 3

16-20 2

21-30 1

32-40 1

41-50 1

51-100 1

More than 100 2

Since data has more of medium size or small size Indian

companies therefore the highest of observations are falling in

second category.

6. MOST PREFERRED BRAND OF LAPTOPS

Number of Laptops No. of Respondents

None 8

Compaq 7

DELL 7

IBM 6

Toshiba 3

Mix 11

HP 2

Sony 1

From the above data it is clear that companies are purchasing

and using a number of different brands simultaneously the

reason is that purchases are carried at different times and for

different purposes.

7. THE MOST PREFER DESIGN

Design No. of Respondents

All in one design with (FDD) CD-Rom built in

24

Thin and light weight note book 13

Advance performance with selectable bay options and docking solution

8

Since most of the organizations taking laptops has the

alternative to desktops. Therefore they prefer those laptops

which have maximum number of features.

After this it is followed by the thin and light weight notebooks

which are provided to field managers and higher management

officials. Lightweight books are easy to carry and hence they

are used mobile computers.

After this many organization look forward to the expansion

capacity of computers (Laptops) so that they can be use for

various purposes like demos, presentations etc.

8. THE MOST PREFERRED FEATURES

Features No. of RespondentsBrand Name 12Innovation and Technology 1Quality 2Price are competitive 1General design and good looks 0Large display screen size 0User friendly pointing device 0CPU processor speed 26Memory RAM capacity 3Hard disk capacity 0Expansion capabilities 0Comfortable keybordsize 0Good sound and multi media system 0

Most of managers/Laptop operators want to see their laptops

with latest CPU chip i.e. higher ability of processing data.

They will certainly prefer the laptop with P IV to those laptops

which have P III CPU in them.

The second most popular feature is laptop is brand name- this

ensure service and support provided by the brand.

The sent of features are also important but their important

depend more upon the nature of work carried out by the

organisation

CONCLUSION

CONLUSION

After the signing of GATT, India has witnessed a tremendous

growth of MNCs and rise of its own industries and corporate

houses in a big way. These organization require IT set ups for

many purposes. As a result IT itself has become a very big

industry today. To fulfill the needs of the industries and business

organization many IT companies are competing with each other.

IBM, Compaq, HCL, Toshiba, DELL, Sony, Zenith etc are few of

them. They provide a number of products ranging from desktops

to palm tops.

In course of our study we find that in few areas specially NCR like

Gurgaon we faced many problem in pitching our products. The

reasons vary from strong rival brand loyalty to lack of consumer

awareness.

There is no doubt that Toshiba products are of high quality

however they have failed to get the appropriate share of the

market. This is because of Toshiba’s late entry in India. ON the

other hand DELL and IBM are fulfilling their consumers need for a

long time. And hence enjoy brand loyalty. Toshiba should not look

towards these rival brand loyal corporates as their potential

customer but they should try to pitch their product to medium or

small size, industries and business orgnaisation where there is

less brand loyalty.

Toshiba should also being latest configuration at reasonable

prices before its rival brands. This will certainly attract huge no. of

customers, as many go to IBM company and DELL because

configuration (For instance P-IV configuration) wherever I gave

demos or made call they asked me about p-4 configuration.

Toshiba can achieve good result in sales by providing good after

sale services, good configuration and most importantly by

providing good financial schemes which can be flexible to suit

high as well as middle level management.

LIMITATIONS

Limitations of project

Difficulty in getting appointments.

Unsuccessful cold calls (hard hearted security guards).

Many of EDP managers mentioned they had official contracts

with certain brands and were not open to listening to an sales

pitch.

BIBLIOGRAPHY

www.toshiba.com

www.hclinfosystem.com

www.agrani.esselgroup.com

www.dataquest.com

www.icd.com

www.hcl.com