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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?