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
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