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SUBMITTED BY
Sukhjinder Singh
Univ. R.No. 11870
BBA 6th Semester
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INTRODUCTION
In today's very competitive marketplace a strategy that insures aconsistent approach to offering your product or service in a way that will
outsell the competition is critical.
It is of little value to have a strategy if you lack either the resources or
the expertise to implement it.
In the process of creating a marketing strategy you must consider manyfactors. Of those many factors, some are more important than others.
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MARKET POTENTIAL
Common problems in companies that fail are improper
planning and lack of a realistic sales forecast.
A sales forecast is the amount of product a company
expects to sell over a period of time at a designated level
of marketing activities.
Businesses use these forecasts for planning, organizing,implementing, and controlling their activities.
Forecasts are defined by three different variables.
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COMPANY PROFILE HCL Infosystems Ltd, is Indias premier hardware, services
and ICT systems integration company offering a wide
spectrum of ICT products that includes Computing, Storage,
Networking, Security, Telecom, Imaging and Retail.
India's leading System Integration and Infrastructure
Management Services Organization, HCL has specialized
expertise across verticals including Telecom, BFSI,
eGovernance & Power.
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HCL has India's largest distribution and retail
network, taking to market a range of Digital
Lifestyle products in partnership with leading
global ICT brands, including Apple, Cisco,
Ericsson, Kingston, Kodak, Konica Minolta,
Microsoft, Nokia, Toshiba, and many more.
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PRODUCTS COMPUTING PRODUCTS
Consumer / Home & Home OfficeHome PCs
Home Notebooks
Enterprise BusinessBusiness Netbooks/Notebooks
Business PCs
Business PCs Supporting Linux
Business WorkstationsServers
Thin Clients
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USEFULNESS OF THE STUDY Increasing market share requires an understanding of "Untapped
Potential," which is different than simply taking the difference between
Total Potential and current market share of HCL and HP-COMPAQUE in
respect to small and medium size business.
The best way to establish revenue goals and sales quotas for products,territories or stores/branches is to base them on the true consumer
demand/market potential within the area.
With a realistic picture of Market Potential you can focus resources
intelligently, maintaining a presence where you're strong and investingheavily where opportunity is greatest.
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SCOPE OF PROPOSED STUDY To make it more marketing sensitive and
adaptive change.
To formulate market future strategies based
on knowledge acquired out of the serving.
To upgrade the marketing strategies.
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OBJECTIVES OF THE STUDY To study the satisfaction level of the consumers and dealers
of the companies.
To study the facilities or services provided by HCL & HP to
the customer.
To study the concept of marketing potential, direct and sales
marketing ofHCL & HP
To study the sales promotion of both the companies.
To study the market position of both the companies related
to consumers and dealers.
To study the contribution of dealers to the companies.
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RESEARCH METHODOLOGY Scope of the study:
The study/research will be performed on Marketing
Potential, Direct and Sales Marketing, comparative study
ofHP-COMPAQUE & HCL in the region ofPatiala
Sample Size
Due to time and resources shortage only 100 Samples
had taken. Consumer = 100
Dealer = 25
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DATA INTERPRETATION&ANALYSIS
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CONSUMERWHAT PRODUCTS YOU BUY FROM THE IT HARDWARE SECTION.
Laptop 33PC Desktop 48Printers 11Scanners 9UPS (Power System) 39
WHICH COMPANY PRODUCTS YOU ARE USING?
HP 56
HCL 21
Any Other 23
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WHAT DO YOU PREFERRED IN PRODUCT?
Quality 29Effectiveness 39
Packing 11Market Demand 21
Quality
29%
Effectiveness
39%
Packing
11%
Market
Demand
21%
Quality Effectiveness Packing Market DemandWhat do you like in your preferred brand?
Quality Effectiveness After Sale
Service
Market
Demand
HP 19 21 9 7
HCL 6 7 5 3
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WHAT IS THE SATISFACTION LEVEL OF USING BOTH THECOMPANIES PRODUCTS?
Very
MuchSatisfie
d
Satisfie
d
Neutra
l
Less
Satisfied
Not
Satisfied
HP 16 21 15 3 1
HCL 6 9 3 2 1
WHAT IS THE SINGLE MOST IMPORTANT BENEFIT YOU WANT TO CONVEY ABOUT YOURTHINKING OF PRODUCT/SERVICE?
Best Easy
Accessible
Satisfactory Not
Satisfactor
y
HP 25 17 9 5
HCL 8 7 5 1
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WHAT IDENTITY YOU LIKE IN THE PRODUCTS?Renowned
Product
Attractive
Packing
Easily
Available
Less
Complaints
HP 26 11 16 3
HCL 9 2 8 2
HOW FREQUENTLY YOU USE PRODUCTS AND SERVICES?
Daily Weekly Monthl
y
Occasionally
HP 39 9 5 3
HCL 15 3 2 1
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FROM WHERE YOU COME TO KNOW ABOUT THE PRODUCTS?
Friends Relatives Advertise
ments
HP 19 21 16
HCL 5 9 7
In which specific areas company should have to make advancements?
Qualit
y
Promotion
al
Activities
Service
s
Market
Demand
HP 8 21 17 10
HCL 9 2 4 6
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HOW IMPORTANT IS PRICE IN THE DECISION PROCESS?Very Important 61
Less Important 22
Not Important 17
Would you change your choice with decrease of price?
Yes No
HP 22 34
HCL 10 11
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CONSLUSION Desktop PC are more in demand rather than Laptops, but according to the consumer scenario is
changing rapidly.
HP products are more in demand rather than the HCL products.
Many of the respondents want effectiveness and quality in the computing products.
Quality and effectiveness to be maintained by both of the HCL & HP companies.
Many of the respondents are satisfied by the HP computing products rather than the HCLproducts.
Both of the HCL & HP computing products are the best and easily accessible and available inthe market
Most of the HCL & HP consumers use it for daily and weekly purposes..
Both the companies should have to make advancements in promotional activities and for betterservices for market demand.
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DEALERIN WHICH COMPANY YOU ARE CURRENTLY DEALING.
HP 11
HCL 7
Any Other 7
11
7 7
0
2
4
6
8
10
12
HP HCL Any Other
How long you are dealing with the company
1-5 Years 9
5-10 Years 13
More than 10 Years 3
1-5 Years
36%
5-10 Years
52%
More than 10
Years
12%
1-5 Years 5-10 Years More than 10 Years
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FROM THE FOLLOWING PRODUCTS WHICH ARE MOREDEMANDING?
Desktop 15
Laptop 9Printers 9Scanners 3UPS (Power System) 8Accessories 12
From the following, which cities you consider for selling your product or
services
Patiala 25
Nabha 19Sangrur 14
Chandigarh 7
Mohali 9
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THROUGH WHICH MEDIA YOU WANT TO ADVERTISE YOURPRODUCT?
Television 11
Radio 3Magazines and
Journals 16Newspapers 17Internet 6
How much are you willing and realistically able to spend on
advertising?
10%of your budget 3
20% of your budget 1130% of your budget 9More than 40% 2
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HOW MUCH ARE YOU WILLING AND REALISTICALLY ABLE TO SPEND ONPACKAGING AND LABELING?
10%of your budget 9
20% of your budget 1130% of your budget 3More than 40% 2
10%of your
budget36%
20% of your
budget
44%
More than
40%
8%
30% of your
budget
12%
10%of your budget 20% of your budget
30% of your budget More than 40%FROM THE FOLLOWING, WHAT DO YOUTHINK ABOUT YOUR PRODUCTS BIGGESTSELLING FEATURE?
The price 18The unique nature 16The durability 19The adaptability 21
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ARE YOU SATISFIED WITH THE PROFIT MARGIN BEING PROVIDEDBY THE COMPANY?
Yes 17
No 8Yes
68%
No
32%
Yes No
What according to you is the position of Ranbaxy Products in the market.
Excellent 17
Remarkable 11
Good 16
Not Satisfactory 8
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WHAT FACTORS SHOULD BE ADOPTED BY THE COMPANY TO INCREASE THESALES.
Better Marketing through Sales
Executive 9
Providing After Sales Service 11
Increasing Profit Margin 20
Providing Discounts and Gifts 23
What other benefits being provided to you by the company.
Gifts with Products 19
Attractive Schemes 21
Better and Sound Targets 17
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WHAT TYPE OF ADDITIONAL AND PRECAUTIONARY MEASURESTO BE CHECKED BY THE COMPANY.
Attractive Packing 16
Legible Labels 13
Proper Sealing 22
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FINDINGS The position of HCL and HP products in the market is
excellent and remarkable.
To increase the sale, company should have toprovide discounts and gifts, increase profit margins to
the dealers, provide better after sale service and alsobetter marketing through sales executives.
Company should have to provide benefits throughgifts, attractive schemes and better and sound
targets. Proper Sealing should have to be there on the
package delivered by the company to the dealers.
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LIMITATIONS The study was restricted to Patiala city only.
The size of the sample is limited to time and resources.
The information collected is valid until there is no any
technical change or any innovation is released in the
market.
The result is assuming that respondents have given
accurate information.
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SUGGESTIONS HCL have to provide schemes and offers with their computing products. HCL has to summarize their marketing strategy and potential to give
competence with HP.
HCL has to improve their quality and specially their after sale services.
Quality and effectiveness to be maintained by both of the HCL & HP
companies. HCL has to give full satisfaction to their consumers.
HCL has to increase accessibility and availability in the market
Both the companies should have to make advancements in promotionalactivities and for better services for market demand.
HCL has to provide better schemes to Young and professionals as they
are frequent users. From time to time dealers have to advertise their product through
television, Radi, local magazine and newspaper, Trade journals,Bilboards, Internet and also through Sky-writer planes.
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CONSLUSION Most of the dealers belong to HP, very few are their for HCL.
Desktop PCs are more in demand rather than the Laptops.
Young and professionals are more using consumers.
Dealers are selling their products in Patiala itself, Nabha,Sangrur, Chandigarh and in Mohali.
Dealers advertise their product through television, Radi,
local magazine and newspaper, Trade journals, Bilboards,
Internet and also through Sky-writer planes.
Biggest selling point is price and durability.
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THANKYOU
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