s

A summer project…

Company ProfileXerox Corporation is a global document management company.

Headquarter: -Norwalk.

Worldwide employees - 135,000

Active patents -- 9400+

2010 Revenue:$22 billion.

XEROX India limited

Incorporated in 1983, Xerox

India Limited is a part of Xerox Corporation.

Founded by Dr. Bhupendra

Kumar Modi, former chairmen

& President.

It has 3 business group in India i.e.• New office group• Production

system group• Xerox global

services

Products at a glance…MFD: - WorkCentre™ 4118, WorkCentre 7655/7665/7675, Work Centre 6400

Printer: -Phaser™ 3250, Phaser 6280, Phaser 6360

Copiers:-Phaser 6180MFP, Phaser 6128MFP, Work Centre 5632/5638

Software solutions: Equitrac Office, Scan Flow store, Xerox Docu Share

Marketing Strategy…

SPANCO

Suspect- Fact Finding Mission Record all contacts

Prospect- Validation and Classification –Time Table preparation, Initiating

Next Steps Approach– Contacting & Submission of

the Proposal

Negotiation- Demonstration. Submission of fresh proposal

Closing- Collecting the order

Order- Processing the order, Delivery, Installation

Introduction to the topic…

“Accessing consumer satisfaction and market dynamics on the document management devices”

Research Methodology… Object ive

To strengthen the brand image of Xerox.

To portray accurately the market share of all major brands.

The main factors influencing the purchase decision..

To find out customer satisfaction level on usage of various document management products of various brands.To drive the sales by understanding the need and demand of Xerox’s product.

Methodology

Sample size: 112

Research Method: Survey Method

Sample method: Simple random

sampling

Data Collection,,,

Primary dataSecondary data

Primary Data:-Directly communicating with the

respondents through questionnaires in the field work.

Secondary data:-Through Internet, Friends, Office

employee & my Corporate guides.

Data Analys

is…

Using document management equipment like printer, copier, scanner, MFP

Inference: The research

shows that almost every company irrespective of the size are using some document management devices.

100%

100 % have document man-agement equipment=112

yesno

Most commonly used brand in case of printers

Inference:

The above chart shows that

HP has a 72% of market

shares in printers segment

and clearly outstand the

other brands. So HP is

definitely the market

leader in the printers

segment. 

3%

71%

4%

9%4%

8%

Brand of printer usedxerox hp samsung cannon others multi

Most commonly used brand in case of Scanners

Inference: The above chart

shows that HP has a market share of 80% in case of scanners. While the rest 20% is equally divided among the other brands.

 

6%

80%

4% 4%2% 6%

Brand of scanners usedxerox hp samsung cannon others multi

Most commonly used brand in case of Copier

Inference:The above figure shows that in case of photocopiers HP is the leader with a market share of 52% followed by cannon with a share of 23% and Xerox with 11% market share.

7%

52%

2%

23%

11%5%

Brand in case of photocoppiersxerox hp samsung cannon others multi

Most commonly used brand in case of MFD

Inference:As the above figure shows that in case of multifunctional device HP is leading the market with a share of 76% followed by lesser known brands like Ricoh, Brother etc

4%

76%

4%11%

4%

Brand of multifunctional device used

xerox hp cannon others multi

Requirement of color printers.

Inference:The above figure shows that 71% of the users do not have the requirement of color printers while only 29 %of the users have the requirement of color printers.

29%

71%

Requirement of colour printeryes no

Factors affecting the consumers buying decisions

Inference:Above figure shows that the combination of quality, after sales service and price contributes 61% of the consumers buying decisions, followed by only quality with 32 %.

32%

4%

2%

61%

1%

Factors affecting the buying de-cision

quality pricepromotions quality,after sales service,priceall

Level of satisfaction with their existing devices

Inference:As the above figure shows that 91% of the users are satisfied with their current devices, while 4% each to users who were very satisfied or neither satisfied nor dissatisfied with their current products.

 

4%

91%

4% 1%

satisfaction level with the exist-ing devices

very satisfied satisfiedneither satisfied nor dissatisfied dissatisfied

Accepting a new solution to reduce the running cost

Inference:The above figure shows that 95 % of the users are ready to accept a new solution if it can reduce their running cost, while 5 % disagreed with it.

95%

5%

Accepting new solutions which will reduce their running cost

yes no

Planning to buy a new device in the near future.

Inference:As the above figure shows that 89% of the users are not going to buy any new machines in the near future, while 6% of them are going to buy in the coming 60 days and 5% in less than 6 month time.

 

5%5%

89%

Planning to buy a new device in the near future

less than 60 days less than 6 months not in near future

Swot Analysis

Strength Brand nameWide range of productsSix Sigma conceptState-of-the-art products(Palo Alto Research Center )

weaknessConsumers do not have direct dealings with Xeroxcomplexity of the productsLack of public awareness

Opportunity:• MFD segment.

• Multi National Companies booming in Hyderabad

• Aid to cost cutting

Threat:• Aggressive

marketing by the rival brands

• Unsatisfactory service

• Lack of cost or product leadership

Recommendation…Xerox need to concentrate on

promotion and advertisement.

Upgrade the after sales service

Workout on the price

User friendly products

More focus on the A4 size category

Conclusion

"The rate of change is not going to slow down anytime soon. If

anything, competition in most industries will probably speed up

even more in the next few decades."

—

John P. Kotter

Sources…Websites:-

www.google.com.www.scribed.com.www.xerox.com.www.wikipedia.com.

Books:-

Marketing Management—Philip KotlerConsumer Behavior & Marketing Strategy—J.Paul Peter, Jerry C.OlsanResearch Methods for Business Students—Philip Lewis

A presentation by-

Irfan SahidRoll no: 48(2010-12)