atul report

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A

SUMMERTRAININGPROJECT

REPORT ON

BRAND IMAGE

A TRAINING REPORT SUBMITTED IN PARTIAL

FULFILLMENT OF THE REQUIREMENT FOR THE

DEGREE OF MASTER OF BUSINESS ADMINISTRATION

SUBMITTED TO SUBMITTED BY

MISS. ANKITA SHARMA ATUL KUMAR

ROLL NO.611012007

(2011- 13)


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PREFACE

Let us begin this preface with a confession of a few of our own biases. First,

we Believe that theory, and the models that flow from it, should provide us

with the tools to Understand and solve problems. The test of a model or theory

then should not be based upon its elegance but upon its usefulness in Brand

Image. Second, there is little Objectives and methodology, in our view, that is

new and revolutionary. The core Principles of methodology are common sense

ones, and have changed little over Time. Thirdly we discussed about the

conceptual discussion through the theoretical backdrop and the been running

businesses for hundreds of years, and it would be exceedingly Presumptuous

of us to believe that they were in the dark until the customers told them about

Their satisfaction needs, and told them what to do. Fourthly we have

represented the data Analysis graphically with the reference of Brand image.

And at last we get some findings, problems, recommendations and their

conclusions.


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CERTIFICATE OF COMPLETION

This is certified that the final project report submitted in partial fulfilment of

the requirement for the degree of MBA of Sri Sai University. The researchwork carried out by ATUL KUMAR Roll no. 611012007 under my guidance

and supervision.

(PROJECT GUIDE)

Miss. Ankita Sharma


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ACKNOWLEDGEMENT

I present this project report on BRAND IMAGE of HCL with a sense of

great pleasure and satisfaction. I, undersigned, with pleasure take this

opportunity to thank all those related directly or indirectly in preparation of

this project report. I started working on this project under the invaluable

guidance of Honourable Miss Ankita Sharma for which we are very much

thankful for his valued time given for the purpose. Without her co-operation

our project work would have been difficult to complete.

ATUL KUMAR.................

611012007


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TABLE OF CONTANT

SR. NO CONTENT PAGE NO.

1 INTRODUCTION TO ORGANISATION 6-20

2 INTRODUCTION TO THE TOPIC 21-26

3 REVIEW OF LITRATURE 27-28

4 OBJECTIVE OF STUDY 29-31

5 RESEARCH METHDOLOGY 32-34

6 DATA ANALYSIS AND INTRPRITATION 35-47

7 LIMITATIONS FINDING & CONCLUSION 48-50

8 RECOMMEDATIONS SUGESSIONS 51-53

9 BIBLOGRAPHY & ANNEXTURE 54-59


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CHAPTER -1

INTRODUCTION TO ORGAINISATION

HCL is a leading global Technology and IT enterprise whose range of services spans Product

Engineering and Technology Development, Application Services, BPO Services,

Infrastructure Services, IT Hardware, Systems Integration, and Distribution of Technology

and Telecom products in India. The HCL Enterprise comprises two companies listed in India:

HCL Technologies and HCL. HCL Technologies is the IT and BPO services arm focused on

global markets, while HCL Is deals in the IT, Communication, Office Automation Products

& System Integration arm focused on the Indian market. Today, HCL has 45,000 employeesof diverse nationalities, operating across 35 countries including 360 service centres in India.

HCL has global partnerships with several leading Fortune 1000 firms, including several IT

and Technology majors. Shiv Nader is the founder of HCL. He founded HCL in 1976 in a

Delhi "barsaati". In 1978, HCL developed the first indigenous micro-computer at the same

time as Apple and 3 years before IBM's PC. In 1980, HCL introduced bit sliced, 16-bit

processor based micro-computer. In 1983, HCL Indigenously developed architecture, at the

same time as global IT peers. In 1986, HCL became the largest IT Company in India. In

1988, HCL introduced fine grained multi-processor Unix-3 years ahead of "Sun" and "HP".

In 1991, HCL entered into a joint venture Hewlett Packard and HCL-Hewlett Packard Ltd.

was formed. The joint developed multi-processor UNIX for HP and heralded HCL's entry

into contract R&D. In 1997, HCL Info systems were formed. In the same year HCL ventured

into software services. In 1999, HCL Technologies Ltd issued an IPO and became a public

listed company. In 2001, HCL BPO was incorporated and HCL Info systems became the

largest hardware company. In 2002, software businesses of HCL and HCL Technologies

were merged. In 2005, HCL set up first Power PC architecture design centre outside of

IBM.In the same year HCL launched sub Rs.10, 000 PC. In 2006, HCL s became the first

company in India to launch the New Generation of High Performance Server Platforms

Powered by Intel Dual - Core Xeon 5000 Processor. Today, HCL has a turnover of over

US$7.2billion.


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Major Achievements of HCL

Developed the first indigenous micro-computer in 1978. Indigenously developed an RDBMS, a Networking OS and Client Server architecture in

1983.

In 1986, HCL becomes the largest IT company in India. HCL introduced fine grained multi-processor Unix-3 years ahead of "Sun" and "HP".

Mission Statement of HCL

We enable business trans formation and enrichment of lives by delivering sustainable

World class technology Products, Solutions & Services in our chosen markets thereby

creating Superior shareholder value.

Vision of HCL:-

A global corporation enriching lives and enabling business transformation for our

Customers, with leadership in chosen technologies and markets. Be the first choice for

employees and par toners, with commitment to sustainability.

Quality Policy of HCL:-

defect free products, services solutions We shall deliver and to meet the requirements of

our external and internal customers the first time, every time.

Core Values of HCL:-

We shall uphold the dignity of the individuals. We shall honour all commitments. We shall be committed to quality, innovation and growth in every endeavour. We shall be responsible corporate citizens


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EXECUTIVE MANAGEMENT TEAM OF HCL:-

AJAI CHOWDHRY Chairman & CEO (Chief Executive Officer, HCL).

1) J V RAMAMURTHY President and Chief Operating Officer, HCL.2) SANDEEP KANWAR CFO (Chief Financial Officer) &EVP, HCL.3) HARI BASKARAN He heads the Distribution and Marketing Services and EVP (Executive

Vice President, Retail business division for HCL).

4) GEORGE PAUL He heads the Marketing Function along with HCL R&DEVP (ExecutiveVice President,).

5) RAJEEV ASIJA He heads the Enterprise Solutions & services of HCL).EVP (ExecutiveVice President ,

6) RAJENDER KUMAR He heads the Corporate Initiatives including Quest for EVP(Executive Vice President, Excellence Program, and HCL).

7) M CHANDRASEKARAN He heads the office automation products business for Sr. VP(Senior Vice President, HCL).

Relationships and Partnership of HCL

HCL star only believes in the power of relationships and partnership. Leveraging over three

decades of experience in total technology solutions, its their commitment to help the partners

to be as successful as possible. They provide partners to access HCLs innovative

technologies, marketing strategies and value added services. By working on every aspect of

the ICT industry, HCL now have the experience to create world class products and services to

help the par toners, so that they give the best to their customers.

Advantage HCL

HCL's labs -Pioneers in design, development and building ICT products. India's largest

Hardware, System Integration, Networking Solutions & Distribution Company. Partners

with leading global players to provide the best of solutions to end users. The largest

manufacturer of PCs and Laptops in India. Largest direct sales, digital lifestyle product

distribution and retail network.HCL Info systems was presented with the Top Organization -

2006 award decades of expert ties in technology solutions. The Most Responsive Company

2005 IT Hardware Category by the HCL received three Channels Choice 2007

awards for Relationship Consumer Award 2007. HCL was ranked among the top Fast


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500 Asia Pacific 2006 program by Extensive service network that reach out to 4,000

towns.

HCL DIVIDED INTO TWO MAJOR PARTS:-

1. HCL Info systems Ltd.2. HCL Technologies Ltd.

HCL Info systems

HCL Info systems Ltd., a listed subsidiary of HCL, is an India-based hardware and systems

integrator with a focus on emerging markets. It has a presence in 170 cities and 505 points of

presence reaching 4000 towns throughout India and operations in emerging marketsincluding South Asia, Middle East & Africa. It has a strong distribution network of 93,000

outlets in over 9,000 towns in India. Its manufacturing facilities are based in Chennai,

Pondicherry and Uttrakhand. It is headquartered at NOIDA.

History of HCL Infosys

HCL Info systems Ltd was founded in 1976. HCL Peripherals, a sub-unit founded in 1983, is

a manufacturer of computer peripherals in India of Display Products, Thin Client solutions,

Information and Interactive Kiosks and Networking products & Solutions. HCL Peripherals

has two Manufacturing facilities, one in Pondicherry (Electronics) and the other in Chennai

(Mechanical). The company has been given ISO:27001 certifications.HCL ERC (Enterprise

Response Centre) was started to give support to customers, at Pondicherry, in 2007.

Timeline of HCL Info systems

1976: Hindustan Computers Limited (HCL) is born. 1977: Forms distribution alliance with

Toshiba for copiers and notebooks. 1978: HCL successfully ships in-house designed Micro

computer at the same time as Apple.1980: HCL introduces bit sliced, 16-bit processor based

micro-computer.

1983: Indigenously develops an RDBMS, a Networking OS and client server architecture, at

the same time as global peers. 1986: HCL becomes the largest IT Company in India.

1988: HCL introduces fine grained multi-processor Unix 3 years ahead of "Sun" and "HP".
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1990: Dataquest marks HCL No.1 among top ten computer giants.

1991: HCL-Hewlett Packard JV develops multi-processor Unix for HP and heralds HCL's

entry into contract R&D.1994: Forges distribution alliances with Ericsson Switches and

Nokiacellphones.1997: HCL's R&D spun-off as HCL Technologies - marks advent into

softwareservices.1999: Initial Public Offering made by HCL Technologies Ltd. Formation of

Global Board of Directors.2000: Large contracts won from Bankers Trust, KLA Tencor,

Cisco , G Tech, NEC among others.2001: JV with Deutsche Bank. Acquires British

Telecom's Apollo Contact Centre in Belfast, Northern Ireland.2002: Strong pursuit of

nonlinear strategy to widen services portfolio several JVs and alliances formed; Software

businesses of HCL Info systems and HCL technologies merged. 2003: HCL becomes the

first company to cross the 100,000 unit milestone in the Indian Desktop PC market.

2004: An HCL Info system continues to be the largest manufacturer of PCs in India.

2005: JV with NEC, Japan; HCL sets up first Power PC architecture design centre outside

IBM; HCL Info systems launches sub Rs.10,000 PC

2006: HCL Info systems tied up with Apple for iPod distribution.

2007: HCL as an enterprise crosses the $4bn watermark; HCL commences production in its

ISO 14001 and ISO 9001:2000 certified second manufacturing facility in Rudrapur,

Uttaranchal.

2008: HCL unveils the future of personal computing unveils the next generation, ultra

portable; sub Rs.14, 000/- laptops for the first time in India.

2009: Nokia Corporation announces to set up a joint venture with HCL to sell mobile value

added services directly to consumers in India.

HCL-BSNL to work on National Broadband Penetration program.

2011: AjaiChowdary conferred with prestigious Padma Bhushan.


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SEGMENTS HCL INFOSYSTEMS

The company operates under three primary segments namely Computer

Systems and related products and services, Telecommunication & Office

Automation and Internet and related services.

Computer Systems and related products and services: The segment operationscomprise of manufacturing of computer hardware systems, providing

comprehensive Systems Integration, Roll out and Infrastructure Management

solutions in different industry verticals, providing IT services including

maintenance & facility management and ICT training. The subsidiary HCL

Infosys Pte Limited, Singapore and its step down subsidiary HCL Info

systems MEA, Dubai along with its subsidiaries form part of the Computer

Systems segment.

Telecommunication & Office Automation: The segment operations compriseof distribution of telecommunication and other digital lifestyle products, office

automation products and related comprehensive maintenance and allied

services. The subsidiary HCL security Limited and HCL Investment Pte

Limited, with its joint venture Tec mart Telecom Distribution FZCO, Dubai,form part of Telecommunication & Office Automation segment.

Internet and Related Services: The segment provides Internet related servicesthrough the company's wholly owned subsidiary HCL Infinite Limited to

business enterprises. The offerings include Internet access services, virtual

private network and other connectivity services.


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AWARDS HCL INFOSYSTEMS

1. HCL Info systems are ranked #1 in IDC-Dataquest Customer SatisfactionSurvey 2011.

2. DQ-IDC ranks the company #2 Domestic ICT Company.3. The company regained the second spot for the Greenest companies as per the

Greenpeace Survey - Guide to Greener Electronics, November 2011.

4. HCL Learning was awarded India Jury Choice Award for its Accelerateprogram in the Best Open and Distance Learning Practices in Higher

Education category.

5. The company has been awarded with the CMM (Capability Maturity ModelIntegration) Maturity Level 5 certification for its Jaipur Development centre in

2011.

6. The companys Pondicherry plant won an award in the large scale category atthe FICCI Quality System Excellence Awards 2011.

HCL TECHNOLOGIES

HCL Technologies Limited is a global IT services company headquartered in Noida, India.

It is primarily engaged in providing a range of outsourcing services, business process

outsourcing and infrastructure services. HCL Technologies is fourth largest IT Company in

India and is ranked 48 in the global list of IT services providers. It is ranked 1868 in Forbes

Global 2000.

History HCL Technologies

HCL Technologies is one of the two businesses both of them separately listed in India

falling under the corporate umbrella of HCL Enterprise with combined annual 2011 revenues

of US$ 6 billion. HCL Enterprise was founded in 1976 and is one of India's original IT

garage start ups.HCL Technologies formed in 1991 when HCL's R&D business was spun off

to focus on the growing IT services industry. They have decided to vast their features in

Information Technology all over the world. During last 20 years, HCL has expanded its

service portfolio in IT applications (custom applications for industry solutions and package

implementation), IT infrastructure management, and business process outsourcing, while

maintaining and extending in product engineering.
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SERVICES BY HCL TECHNOLOGIES

HCL provides services across the following business lines

Engineering and R&D Services (ERS) - offering services in Hardware, Embedded,Mechanical and Software Product Engineering.

Enterprise Transformation Services (ETS) - offering services in the areas of IndependentVerification and Validation, Process Transformation, Data Management, Integration

Services, Architecture Services, Disruptive Technology Services, IT Strategy, and Change

Management.

Business Processing Outsourcing (BPO) - division of HCL Technologies Limited hasdelivery offices across India, UK and USA.

Enterprise Application Services (EAS) - focuses on areas like in ERP, SCM, CRM, HCM,EPM, BI and Middleware. This group is now part of HCL AXON, subsidiary of HCL

Technologies, formed after HCL Tech acquired Axon Group plc for 440m cash offer in

2008.

IT Infrastructure Management Services (ISD) - Well known as HCL Comet Systems andServices is subdivision of HCL Technologies formed in 1999 offering services such as End

User Computing, Data centre Transformation, Network Services, Information Security

Services, Integrated Operations Management, Cross functional services, Mainframe and

AS/400 and System Integration.ISD is considered to be a fastest growing line of business. .

Acquisitions and Joint Ventures of HCL Technologies

The company acquired Capital stream, a US BFSI product company for US$40 million in

February 2008. Capital streams Finance centre product is an addition to HCL's current

product addressing the BFSI market - Penstock, the product that HCL launched in 2007.

On 15 December 2008, HCLT acquired the UK based AXON Group for US$658 million,

which was renamed HCL Axon.
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HCL is a global technology and IT Enterprise that operates in 31 countries. Its headquarters

are in Noida, India. The company comprises two publicly listed companies, HCL

Technologies and HCL Info systems.

HCL was focused on addressing the IT hardware market in India for the first two decades of

its existence with some activity in the global market.

PROBLEMS OF THE ORGANIZATION

These are some of the problems resulting in customers switching to other brands-

Location/working time Wait for service Unresponsive Cut-throat competition Business obligations Lack of knowledge among customers about various Branding concepts. Lack of knowledge among customers about various benefits Less branches Not providing service at promised time

Type Private

Industry IT Services

Founded 11 August 1976

Headquarters Noida, India

Key people Shiv Nadar (Founder&Chairman)

Revenue US$ 7.2 billion (2012)

Employees 90,000 (2012)

SubsidiariesHCL Technologies

HCL Info systems

Website www.hcl.com
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COMPETITION INFORMATION

Established in 1997 Sahara Computers assembles and markets computers &

peripherals through a global distribution network that covers established and

emerging markets. The company is owned by Sahara Holdings, a fully Broad-

Based Black Economic Empowered entity, and is based in Johannesburg,

South Africa. It is the official distributor and Original Equipment

Manufacturer (OEM) for a variety of top international vendors. An accredited

member of the Proudly South African campaign, the Sahara business network

stretches across South Africa to include Cape Town, Durban & Port Elizabeth.

The company has established a strong presence globally, with offices across

EMEA, including Nairobi & Mombasa in Kenya and Botswana, Dubai, the

U.K and China. Sahara Computers is currently the largest operation of its kind

in Southern Africa. Owned by Sahara Holdings group, company boast an

annual turnover over 1.4 billion Rand. Sahara Holdings strictly adheres to the

principles of Broad-Based Economic Empowerment and established itself

among the frontrunners of empowered organizations within the ICT sector

when it confirmed its participation in an empowerment deal valued at R640

million in 2006. For the deal Sahara Holdings sold 27% of their shares to a

newly established consortium represented by mining and mineral resource

Group Mvelaphanda Holdings (Pty) Ltd. chaired by Tokyo Sewalle, and

Afripalm Consortium, a local investment company chaired by Lazarus

Zim.This venture signals a new era in the transference of the benefit and value

associated with technology, through to communities and individuals. It also

reinforces Saharas pledge to provide access to high quality, affordable

communication technology and infrastructure. It is the competency anddynamic attribute of Sahara Computers that has won it the confidence of many

major IT suppliers, representing key product and component ranges.


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DELL COMPUTER

Dell Inc. listens to customers and delivers innovative technology and services

they trust and value. Uniquely enabled by its direct business model, Dell sells

more systems globally than any computer company, placing it No. 25 on the

Fortune 500. Dell's climb to market leadership is the result of a persistent

focus on delivering the best possible customer experience by directly selling

standards-based computing products and services. Revenue for the last four

quarters totalled $57.9 billion and the company employs approximately 78,700

team members around the globe. Dell was founded in 1984 by Michael Dell,

the longest-tenured executive to lead a company in the computer industry. The

company is based on a simple concept: by selling computer systems directly to

customers, Dell could best understand their needs and efficiently provide the

most effective computing solutions to meet those needs. This direct business

model eliminates retailers that add unnecessary time and cost, or can diminish

Dell's understanding of customer expectations.

The direct model allows the company to build every system to order and offer

customers powerful, richly-configured systems at competitive prices. Dell also

introduces the latest relevant technology much more quickly than companieswith slow-moving, indirect distribution channels, turning over inventory in

just five days on average.

THE DELL EFFEC

For more than 20 years, Dell has revolutionized the industry to make

computing accessible to customers around the globe, including businesses,

institutional organizations and individual consumers. Because of Dell's direct

modeland the industry's response to itinformation technology is more

powerful, easier to use and more affordable, giving customers the opportunity

to take advantage of powerful new tools to improve their businesses and

personal lives. Dell has demonstrated this effect time and again as it enters

new, standardized product categories, such as network servers, workstations,

mobility products, printers and other electronic accessories.


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COMPAQ COMPUTER

Compaq Computer Corporation was an Americanpersonal computer company

founded in 1982, and now a brand name of Packard. The company was formed

by Rod Canyon, Jim Harris and Bill Murto former Texas Instruments

senior managers. The name "COMPAQ" was derived from "Compatibility and

Quality", as at its formation Compaq produced some of the first IBM PC

compatible computers.

Once the largest supplier of computing systems in the world, previously

regarded as perhaps the most reputable manufacturer of mid-range hardware it

existed as an independent corporation until 2002, when it merged with

Hewlett-Packard.

1980s

Company was founded in February 1982 by Rod Canion, Jim Harris and Bill

Murto, three senior managers from semiconductor manufacturer Texas

Instruments. Each invested $1,000 to form the company. Their first venture

capital came from Ben Rosen and Seven-Rosen partners. Like many small

startups with unique beginnings, the original Compaq PC was first sketched

out on a placemat by the founders while dining in a local Houston restaurant,

House of Pies.

In November 1982 Compaq announced their first product, the Compaq

Portable, a portable compatible personal. It was released in March 1983 at

$2995, considerably more affordable than competitors at the time. The

Compaq Portable was one of the progenitors of today's laptop. It was the

second IBM PC compatible, being capable of running all software that would

run on an IBM PC.
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DESKPRO

On June 28th 1984 Compaq Released the Compaq Deskpro, a 16-bit desktop

computer using an Intel 8086 microprocessor running at 7.14MHz. It was

considerably faster than an IBM PC and was, like the Compaq Portable, also

capable of running IBM software. This was the first of the Compaq Deskpro

line of computers.

DESKPRO 286

In 1985, Compaq released the Compaq Deskpro 286, a 16-bit desktop

computer using an Intel 80286 microprocessor running at 8 MHz and capable

of supporting up to 7 MB of RAM. It cost $2000 for the 40-MB hard diskmodel. It was considerably faster than an IBM PC AT which ran at 6MHz at

that time and was, like the Compaq Portable, also capable of running IBM

software.

DESKPRO 386

When in 1986 Compaq introduced the first PC based on Intel's new 80386

microprocessor, the Compaq Deskpro 386[1], they began a period of

increasing performance leadership over IBM, who were not yet using this

processor. An IBM machine eventually reached the market seven months later,

but by that time Compaq was the 386 supplier of choice and IBM had lost its

image of technical leadership

.SYSTEM PRO

This technical leadership and the rivalry with IBM was emphasized when the

System pro server was launched in late 1989 - this was a true server product

with standard support for a second CPU and RAID, but also the first product

to feature the EISA bus which was designed in reaction to IBM's MCA (Micro

Channel).
http://en.wikipedia.org/wiki/Intel_8086http://en.wikipedia.org/wiki/IBM_PChttp://en.wikipedia.org/wiki/Compaq_Portablehttp://en.wikipedia.org/wiki/Compaq_Deskprohttp://en.wikipedia.org/wiki/1985http://en.wikipedia.org/w/index.php?title=Compaq_Deskpro_286&action=edithttp://en.wikipedia.org/wiki/Desktop_computerhttp://en.wikipedia.org/wiki/Desktop_computerhttp://en.wikipedia.org/wiki/Intel_80286http://en.wikipedia.org/wiki/Hertzhttp://en.wikipedia.org/wiki/IBM_PC_AThttp://en.wikipedia.org/wiki/Compaq_Portablehttp://en.wikipedia.org/wiki/1986http://en.wikipedia.org/wiki/Intelhttp://en.wikipedia.org/wiki/Intel_80386http://en.wikipedia.org/w/index.php?title=Compaq_Deskpro_386&action=edithttp://en.wikipedia.org/wiki/Compaq_Systemprohttp://en.wikipedia.org/wiki/RAIDhttp://en.wikipedia.org/wiki/Extended_Industry_Standard_Architecturehttp://en.wikipedia.org/wiki/Extended_Industry_Standard_Architecturehttp://en.wikipedia.org/wiki/RAIDhttp://en.wikipedia.org/wiki/Compaq_Systemprohttp://en.wikipedia.org/w/index.php?title=Compaq_Deskpro_386&action=edithttp://en.wikipedia.org/w/index.php?title=Compaq_Deskpro_386&action=edithttp://en.wikipedia.org/wiki/Intel_80386http://en.wikipedia.org/wiki/Intelhttp://en.wikipedia.org/wiki/1986http://en.wikipedia.org/wiki/Compaq_Portablehttp://en.wikipedia.org/wiki/IBM_PC_AThttp://en.wikipedia.org/wiki/Hertzhttp://en.wikipedia.org/wiki/Intel_80286http://en.wikipedia.org/wiki/Desktop_computerhttp://en.wikipedia.org/wiki/Desktop_computerhttp://en.wikipedia.org/w/index.php?title=Compaq_Deskpro_286&action=edithttp://en.wikipedia.org/wiki/1985http://en.wikipedia.org/wiki/Compaq_Deskprohttp://en.wikipedia.org/wiki/Compaq_Portablehttp://en.wikipedia.org/wiki/IBM_PChttp://en.wikipedia.org/wiki/Intel_8086


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1990S

At the same time as they began to dominate the server market, in the early

1990s Compaq entered the retail computer market with the Presario, and was

one of the first manufacturers in the mid-1990s to market a sub-$1000 PC. In

order to maintain the prices it wanted, Compaq became the first first-tier

computer manufacturer to utilize CPUs from AMD and Cyrix. The price war

resulting from Compaq's actions ultimately drove numerous competitors, most

notably IBM and Packard Bell, from this market.

KEY PARTNERSHIPS
http://en.wikipedia.org/wiki/1990shttp://en.wikipedia.org/wiki/Presariohttp://en.wikipedia.org/wiki/AMDhttp://en.wikipedia.org/wiki/Cyrixhttp://en.wikipedia.org/wiki/IBMhttp://en.wikipedia.org/wiki/Packard_Bellhttp://en.wikipedia.org/wiki/Packard_Bellhttp://en.wikipedia.org/wiki/IBMhttp://en.wikipedia.org/wiki/Cyrixhttp://en.wikipedia.org/wiki/AMDhttp://en.wikipedia.org/wiki/Presariohttp://en.wikipedia.org/wiki/1990s


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S.W.O.T ANALYSIS OF THE ORGANIZATION

STRENGTH

SUPPORT OF VARIOUS PROMOTERS

HIGH LEVEL OF SERVICES

KNOWLEDGE OF INDIAN MARKETCOST ADVANTAGE

MANAY PRODUCTS IN PRODUCT LINE

WEAKNESS

LESS PROMOTIONAL COMPAIG

OPPORTUNITIES

GROWING INDIAN BRAND IMAGE

R&D SKILLS IN NEW AREAS

IN THE GLOBAL MARKET

INCREASING COMPETITION

THREATS

FROM VARIOUS COMPETITORS ENTRY IN MNCs.IBM,COMPAQ GIVING DIRECT COMPETITION NEW OR SUBSTITUTE PRODUCT


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INTRODUCTION TO TOPIC

WHAT IS BRAND IMAGE

Basic Definition: - Brand image is the current view of the customers about a

brand. It can be defined as a unique brand of associations with in the main of

target customers. It signifies what the brand presently stands for. It is a set of

beliefs held out a specific brand. Brand image is the overall impression in

consumers mind that is formed from all sources.

WHAT ARE BRAND

A brand is a "Name, term, design, symbol, or any other feature that identifies

one seller's good or service as distinct from those of other sellers. Brand began

as a way to tell one person's cattle from another by means of a hot iron stamp.

A modern example of a brand is Coca Cola which belongs to the Coca-Cola

Company.

HISTORY

The word "brand" is derived from the Old Norse brand meaning "to burn." It

refers to the practice of producers burning their mark (or brand) onto their

products. The oldest generic Brand, which is in continuous use in India, since

Vedic period, 900010000 years ago, is known as 'Chyawanprash'. It is widely

used in India and many other countries and is an herbal paste of 45 herbs made

for revered Rishi named Chyawan. This brand was developed at Dhosi Hill in

North India, on an extinct Volcanic Hill.

CONCEPT

Proper branding can result in higher sales of not only one product, but on other

products associated with that brand. For example, if a customer loves Pillsbury

biscuits and trusts the brand, he or she is more likely to try other products

offered by the company such as chocolate chip cookies. Brand is the

personality that identifies a product, service or company (name, term, sign,


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symbol, or design, or combination of them) and how it relates to key

constituencies: customers, staff, partners, investors etc.

BRAND AWARENESS

Brand awareness refers to customers' ability to recall and recognize the brand

under different conditions and link to the brand name, logo, and jingles and so

on to certain associations in memory. It consists of both brand recognition and

brand recall. It helps the customers to understand to which product or service

category the particular brand belongs and what products and services are sold

under the brand name. It also ensures that customers know which of their

needs are satisfied by the brand through its products (Keller). Brand awareness

is of critical importance since customers will not consider your brand if theyare not aware of it.

BRAND ELEMENTS

Brands typically are made up of various elements. Name: The word or words

used to identify a company, product, service, or concept. Logo: The visual

trademark that identifies the brand.

Tagline or Catchphrase: "The Quicker Picker Upper" is associated with

Bounty paper towels. "Can you hear me now" is an important part of the

Verizon brand.

Graphics: The dynamic ribbon is a trademarked part of Coca-Cola's brand.

Shapes: The distinctive shapes of the Coca-Cola bottle and of the Volkswagen

Beetle are trademarked elements of those brands.

Colours: Owens-Corning is the only brand of fibreglass S insulation that can

be pink.

Sounds: A unique tune or set of notes can denote a brand. NBC's chimes are a

famous example.


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Scents: The rose-jasmine-musk scent of Chanel No. 5 is trademarked.

Tastes: Kentucky Fried Chicken has trademarked its special recipe of eleven

herbs and spices for fried chicken.

Movements: Lamborghini has trademarked the upward motion of its car door.

GLOBAL BRAND

A global brand is one which is perceived to reflect the same set of values

around the world. Global brands transcend their origins and create strong

enduring relationships with consumers across countries and cultures. They are

brands sold in international markets. Examples of global brands include Face

book, Apple, Pepsi, McDonald's, Master card, Gap, Sony, Nike and Adidas.

These brands are used to sell the same product across multiple markets and

could be considered successful to the extent that the associated products are

easily recognizable by the diverse set of consumers.

BENEFITS OF GLOBAL BRANDING

In addition to taking advantage of the outstanding growth opportunities, the

following drives the increasing interest in taking brands global:

Economies of scale (production and distribution)

Lower marketing costs

Laying the groundwork for future extensions worldwide

Maintaining consistent brand imagery


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GLOBAL BRAND VARIABLES

The following elements may differ from country to country

Products and services

Product names

Product features

Positioning

BRAND NAME

Relationship between trademarks and brand

The brand name is quite often used interchangeably with "brand", although it

is more correctly used to specifically denote written or spoken linguistic

elements of any product. In this context a "brand name" constitutes a type of

trademark, if the brand name exclusively identifies the brand owner as the

commercial source of products or services. A brand owner may seek to protect

proprietary rights in relation to a brand name through trademark registration

and such trademarks are called "Registered Trademarks". Advertising

spokespersons have also become part of some brands, for example:

Mr.Whipple of Charmin toilet tissue and Tony the Tiger of Kellogg's Frosted

Flakes.


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BRAND IDENTITY

The outward expression of a brand including its name, trademark, communications,

and visual appearance is brand identity. Because the identity is assembled by the

brand owner, it reflects how the owner wants the consumer to perceive the brand

and by extension the branded company, organization, product or service. This is in

contrast to the brand image, which is a customer's mental picture of a brand. The

brand owner will seek to bridge the gap between the brand image and the brand

identity.

BRAND TRUST

Brand trust is the intrinsic 'believability' that any entity evokes. In the commercial world, the

intangible aspect of Brand trust impacts the behaviour and performance of its business

stakeholders in many intriguing ways. It creates the foundation of a strong brand connect

with all stakeholders, converting simple awareness to strong commitment. This, in turn,

metamorphoses normal people who have an indirect or direct stake in the organization into

devoted ambassadors, leading to concomitant advantages like easier acceptability of brand

extensions, perception of premium, and acceptance of temporary quality deficiencies.

BRAND PARITY

Brand parity is the perception of the customers that some brands are equivalent. [20] This

means that shoppers will purchase within a group of accepted brands rather than choosing

one specific brand. When brand parity is present, quality is often not a major concern because

consumers believe that only minor quality differences exist.

NO BRAND BRANDING

Recently a number of companies have successfully pursued "no-brand" strategies by creatingpackaging that imitates generic brand simplicity. Examples include the Japanese company

Muji, which means "No label" in English (from "MujirushiRyohin" literally, "No brand

quality goods"), and the Florida company No-Ad Sunscreen. Although there is a distinct Muji

brand, Muji products are not branded. This no-brand strategy means that little is spent on

advertisement or classical marketing and Muji's success is attributed to the word-of-mouth, a

simple shopping experience and the anti-brand movement."No brand" branding may be


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construed as a type of branding as the product is made conspicuous through the absence of a

brand name. "Tapa Amarilla" or "Yellow Cap" in Venezuela during the 1980s is another

good example of no-brand strategy. It was simply recognized by the colour of the cap of this

cleaning products company.


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CHAPTER 2

REVIEW

OF

LITERATURE


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LITERATURE REVIEW

Doing training was really an opportunity before me when I could convert my

theoretical knowledge into practical and of real world type. Fortunately, the

company I got is a true follower of the various principles of management and

also one of the leading companies in its segment of the industry. The working

environment that I was being provided was 28extraordinary and helped me a

lot in delivering my work properly and with full potency of mine. HCL Info

systems Ltd is one of the renowned names in the Software and Hardware

sector of computer industry.

The graph of sales of these respective product lines is the best in the industry

as compared to their competitors. I did my summer training project at HCL

Info system Ltd. Pune, where I found all the professionals are very much

committed to their work as well as they were all professionals enough. This

helped me a lot in getting a good deal of exposure. As I had to consult the

Channel partners, I felt myself, in the beginning, in a bit problem. But the

cooperation of my superiors at the work induced confidence in me to deal with

my problems whenever they came.


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CHAPTER 3

NEED SCOPE

&

OBJECTIVE


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SIGNIFICANCE OF THEPROJECT

The project report helps to know the views of customers with brand of HCL.

The HCL would get to know its underlying areas and the ways to improve.The HCL comes to know about their weaknesses and strengths, also in which

departments they need to improve their services towards customers through

the survey method conducted in different regions as their feedback.

The survey conducted also advertised the services provided by the HCL. Italso enhances the satisfaction level of their customers that the HCL is

conscious of their opinion.

The project helps the HCL to know about strategies of the rival and helps tocompete with them and also helps to know about its public image.

OBJECTIVE

The first objective of this project is to know the satisfaction level of thecustomers with brand image.

The other objective is to provide brand image the suggestion and opinionsgiven by its customers to improve the facilities for customers.

The next objective is to analyze from which the customers are getting moresatisfaction and which features is not very significant from a customers point

of view.

The last objective is to know that what are the changes that a customer wouldlike to do in the existing feature.

This project also suggests the ways to improve the status of the brand, to know

the problems faced by the organization, competition faced by the organization

and to know its market position.


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SCOPE

The main aim of the study is the customer satisfaction with reference of brand.

Each and every project study along with its certain objectives also has scope

for future. And this scope in future gives to new researches a new need to

research a new project with a new scope. Scope of the study not only consist

one or two future business plan but sometime it also gives idea about a new

business which becomes much more profitable for the researches then the

older one.

Scope of the study could give the projected scenario for a new successful

strategy with a proper implementation plan.

The other scope the project gives to the HCL are-

It enhances the satisfaction level of the customers. Helps in capturing more market and customers with better services. Lower the cost without compromising with quality. Increased level of growth.

All these benefits are offered to the HCL at no cost and pain to its managers.


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CHAPTER-4

RESEARCHMETHODLOGY


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RESEARCH METHODLOGY

There are various methods from where the data can be collected. Data can be collected from:

Primary source: Data for which the researcher designs the survey instrument(questionnaire), administers the survey, collects the data, and enters the data

into a database are considered primary data.

Secondary source: Data that are used by someone other than the person whocollected them are referred to as secondary data.

SAMPLING TECHNIQUES:

Population - total group of respondents that the researcher wants to study.Populations are too costly and time consuming to study in entirely.

Sample - selecting and surveying respondents (research participants) from thepopulation.

Probability sample: a probability sample is one that gives every member of the population a

known chance of being selected.

Simple random sample: anyone Stratified sample: different group (ages) Cluster sample: different areas (cities)

All are selected randomly.

Non-probability sample: a non-probability sample is an arbitrary grouping that limits the useof some statistical tests. It is not selected randomly.

convenience sample: readily available quota sample: maintain representation


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In this project, sample size, sample unit, type of sampling and type of scaling technique taken

are as follows:-

Sample Size50

Type of Sampling- Random Sampling

Data Sources are:-

Primary Sources: Questionnaire

Secondary sources: books, journals, internet sites.


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CHAPTER 5

DATA ANALYSIS

&

INTERPRETATION


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Q1. What type of computers do you use?

a.) Branded

b.) Assembled

Types of Desktops

It was observed that almost 70% of the people use branded computers or other gadgets for

their business purpose. Hence it can be concluded that more people want branded products as

they are not ready to compromise with the quality and services being provided.

Branded

70%

Assembled30%

0%0%

use

Branded 35

Assembled 15


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Q2. Which combination of branded computers do you use in your organization?

a.) HP

b.) HCL

c.) DELL

d.) Others

Brand used Total Nos.

HP 6

HCL 11

DELL 13

Others 20


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Brand of Computer

This observation showed that HCL is among the top used brands. Major part under the pie-

chart goes to HCL. So HCL should continue making efforts to attract new market and sustain

the existing market.

Q3 which brand of laptop is used by your organization?

a.) HCL

b.) HP

c.) Dell

d.) Others

12%

22%

26%

40%

%Sales

HP HCL DELL OTHER


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Observation showed that HP was the major brand used in laptops. Various other brands like

Dell and Samsung etc. are also used. HCL has also a good market share

Q4. How do you maintain your IT equipments?

a.) Self

b.) Through IT companies

22%

34%

24%

20%

HCL

HP

DELL

OTHERS

Laptops brand Total Nos.

HCL 11

HP 17

Dell 12

Others 10


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Prefer Total no.

Self 15

Through IT company 35

Pie chart of maintenance of equipments

According to above graphical data interpretation, it has been observed and seen that more

than 70% companies have maintain their IT equipments through IT companies.

Q5. What do you think about HCL products?

a.) OK

b.) Good

c.) Satisfactory

30%

70%

0%

0%

Self

Through IT company


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d.) Outstanding

e.) Not tried yet

Reaction about HCL products Total Nos.

OK 3

Good 11

Satisfactory 18

Outstanding 8

Not tried yet 10

Thinking about HCL

6%

22%

36%

16%

20%

OK

GOOD

SATISFACTORY

OUTSTANDING

NOT TRIED YET


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Above graph shows that the maximum user are satisfied with the products and services

provided by HCL. Very few have not tried yet HCL on a business scale, but most of them

have an experience with HCL.

Q6. Do you want to know more about HCL products?

a.) Yes

b.) No

Want to knowledge about HCL Total Nos.

Yes 38

No 12

% as awareness about HCL product

76%

24%

0%

0%

YES

NO


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From the above graph it shows that the most of the people are interested in knowing more

about the brand and want to take it in the futures

Q7. Do you require demo for any product of HCL?

a.) Yes

b.) No

Criteria Total no. of Companies

Interested in demo 15

Not interested in demo 35

% require demo for HCL product

This graph shows that almost 30% of the sample was interested in demo.

30%

70%

0%

0%

Interested in demo

Not interested


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Q8. Do you want to buy any product? (Commercial proposal)

a.) Yes

b.) No

c.) Not yet decided

Commercial proposal Total Nos.

Yes 5

No 20

Not yet decided 25

% as customer response

10%

40%

50%

0%

yes

NO

Not yet decided


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It is clear from the above graph that almost a huge chunk of companies either dont want or

they have not planned for any commercial proposal

Q.9 what is your perception about HCL brand?

a.) OK b.) Good c.) Satisfactory

d.) Outstanding e.) Not tried yet

Reaction about HCL products Total Nos.

OK 3

Good 11

Satisfactory 18

Outstanding 8

Not tried yet 10


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Above graph shows that the maximum user are satisfied with the products and services

provided by HCL. Very few have not tried yet HCL on a business scale, but most of them

have an experience with HCL.

Q10 Does brand name effect on your buying behaviour?

SAMPLE SIZE RESPONSES /

OPTIONSTOTAL CONSUMER YES NO

50 38% 12%

6%

22%

36%

16%

20%

OK

GOOD

SATISFACTORY

OUTSTANDING

NOT TRIED YET

0%

5%

10%

15%

20%

25%30%

35%

40%

YES NO

RESPONSES / OPTIONS


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Analysis:-Fig. A shows the behaviour of consumer towards the brand. 38% customer says

the brand name affects the buying behaviour and only 12% customer says that brand does not

effect on their buying behaviour. By the analysis higher respondents like the branded

products but few respondents does not like the branded products.


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CHAPTER 6

CONCLUSIONFINDING

&

LIMITITATION


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CONCLUSION

With the emerge trend of globalization and privatization the look of Indian economy

has taken new dimensions. There are more possibilities of inward and outward souring

at capital, labour and technology. Indian export and job opportunity has tremendously

increased. This new look of economy has raised the demand for better Brand facilities

for corporate and there staff member.

There is great opportunity to established long-term relationship with bulk of people.

HCL is one of these finical institutes, which has given new vision to these offers.

To undergo this study our main objective was to study the level of satisfaction of the

customers with HCL. It was found that the most of customer appreciate the service

provided by the bank and more keen to know about other offering of the company.

At last we concluded the study on the basis of finding and analysis of the survey.

Most of the existing customers were satisfied with the facilities provided by the HCL.

Beside it account holders are also interested to know more about the other products

.But the lack of qualified marketing executive sales persons, the proper presentation is

not going. And finally we could say that:

HCL has developed manifold in short period of time due to facilities and services

provided to their customer and this growth rate can be keep it up if they start to go in

other country. In last couple of years they have opened new many branches and they

should open many more.


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FINDINGS

The project is based on the topic Brand image of HCL.

In contrast with the topic, to check the satisfaction level of its customers; a

questionnaire about the different services provided by the HCL was prepared. The

account holders of HCL Company were requested to fill the questionnaire by 10

members of the group who randomly selected them from different areas across

Chandigarh. This survey conducted in different regions is truly authentic and justified.

The suggestions of the customers are very valuable for the success of an organisation.

Especially for a HCL, its customers play a significant role in its progress. There is alot of scope in the private sector as each and every individual must have his/her

account at some or the other company. So a company has to value its customers

suggestions, if it wants to progress. This shows the importance of the survey

conducted from the customers of HCL for the HC L.

LIMITATIONS

Some of the basic limitations faced during the research are listed below:

Only limited number of authorized, companies was covered in the study. Companies that were contacted through telephone at times did not give correct

solution.

The IT manager or the person heading the IT Department did not have therights to give the authorized official information to people other than the

members of the official itself and the high officials.

At times there was a problem of non response from the companies and otherauthorized and unauthorized areas which affected the result of the project.


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Chapter 7

RECOMMENDACTION

&

SUGGESSIONS


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SUGGESTION

Company executive should visit organization on just in time basis. The company should come up with the schemes for any organization in which

product and services is provided with some discount in term of companys

material as like collect 20 empty packages system of take 1 free.

Developing Customer relationship management as a technique to supportorganizational performance improvement in improving customer retention.

Customer satisfaction and customer value.

There is a need to complete customer centric business processing whereby allbusiness processes and all individuals are focused on identifying and meeting

the needs of customers.

It needed to develop a customer-centric innovation process that could be usedby the entire organization.

A customer-centric six sigma is should be archived new directions in qualitymanagement.

RECOMMENDATIONS

On the basis of finding and analyzing the research recommended

Following suggestion:

New and different product should be launched to attract more customers Responsegiven by some customers should be taken care of and steps should be taken on the

same.

More interactive meeting at top level or events should be arranged so more customerscould come in contact.

More branch in state should be opened so that more people can have the service Customer service should be improved. There is need to recruit the more qualified persons on the post of field officer

who are made more liable and responsible commitment and clearly defined the


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product offer. On this post competitor company recruit the management

trainee and pay a good scale and incentive, so for the qualitative services A

HCL Company also follow the same

To eliminate the dissatisfaction of customer community and product demandare send to the customer in proper time period.

To eliminate the dissatisfaction proper workshop and awareness programs likecampaigning are helpful and held on the client.

Any organization that wants to prosper should invite the suggestions of its

customers and to some extent, introduce the changes which are necessary from

the customers point of view.

In short;

1. Number of Branches should be increased covering a wider area in various

states.

2. A wide publicity to be given about the organization and its products through

various means of communications to keep growth moments.


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Chapter 8

BIBLIOGRAPHY


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BIBLIOGRAPHY

BOOK

Marketing Management (By-Philip Kotler, A.Koshy, M. Johan) Market Research (By-J.C Beri) Consumer behaviour (by-Suja Nair)

MAGAZINES / JOURNALS / NEWSPAPERS

Business World Business Today The Financial Express The Times of India

WEBSITES

www.hcl.in www.indiainfoline.com www.google.co.in www.hp.com www.saharacomputer.com www.acer.com www.dell.coM www.ibm.com www.hclinfosystem.in
http://www.hcl.in/http://www.indiainfoline.com/http://www.google.co.in/http://www.hp.com/http://www.saharacomputer.com/http://www.acer.com/http://www.dell.com/http://www.ibm.com/http://www.ibm.com/http://www.dell.com/http://www.acer.com/http://www.saharacomputer.com/http://www.hp.com/http://www.google.co.in/http://www.indiainfoline.com/http://www.hcl.in/


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ANNEXTURE


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ANNEXTURE

QUESTIONNAIRE

Name ____________________________________

Address ____________________________________

Contact No. ____________________________________

Q1. What type of computers do you use?

a.) Branded

b.) Assembled

Q2. Which combination of branded computers do you use in your organization?

a.) HP

b.) HCL

c.) DELL

d.) Others

Q3 which brand of laptop is used by your organization?

a.) HCL

b.) HP

c.) Dell

d.) Others


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Q4. How do you maintain your IT equipments?

a.) Self

b.) Through IT companies

Q5. What do you think about HCL products?

a.) OK

b.) Good

c.) Satisfactory

d.) Outstanding

e.) Not tried yet

Q6. Do you want to know more about HCL products?

a.) Yes

b.) No

Q7. Do you require demo for any product of HCL?

a.) Yes

b.) No

Q8. Do you want to buy any product? (Commercial proposal)

a.) Yes

b.) No

c.) Not yet decided


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Q.9 what is your perception about HCL brand?

a.) OK b.) Good c.) Satisfactory

d.) Outstanding e.) Not tried yet

Q10 Does brand name effect on your buying behaviour?

A) YesB) No

Q 11 Your suggestion?

atul report

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