project sahara

8/2/2019 Project Sahara

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.SUMMER TRAINING REPORT AT SAHARA COMPUTERS AND ELECTRONICS LTD.

ACKNOWLEDGEMENT

First of all I would like to express my sincere thanks to SAHARA COMPUTERS

AND ELECTRONICS Ltd. . for having given me an opportunity to work with them.

I owe my most sincere gratitude and thanks to Mr. Ashwin Kumar Business

Development Managerfor his valuable guidance, constructive suggestions and healthy

criticism throughout my project training which enabled me to complete this project in time.

It was a great learning experience under his guidance.

I am also grateful to Birla Institute Of Technology specially the MBA coordinator

Mrs. Asha Prasadfor her precious suggestions and useful cooperation

I am also grateful to Birla Institute Of Technology specially the placement

coordinatorDr. Kanhaiya Singh for his precious suggestions and useful cooperation for

my training.

May this endeavor be of some help for the others to come.

Udveg Singh

Birla Institute Of Technology, Mesra, Ranchi (Ext-Noida) Page 1 of 41


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CONTENTS

1. Introduction 3

2. Schedule 4

3. Introduction To Sahara Computers And Electronics Ltd. 6

4. Methodology Used 11

5. About Industrial Marketing 26

6. Implementation Planning For Government Business 28

7. Requirements 31

8. Product Details 32

9. References 39



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1 INTRODUCTION

Objective

The core objective was to learn from the experiences gained during the product launch of

Sahara computers and peripherals.

Secondary objective included to learn skills of corporate dealings.



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2 SCHEDULE

Scope of the Project

Very little is known for sure about what makes a good product launch. But the

body of knowledge is growing.

Considering the amount of time and resources companies spend on new product

development and the short purchase cycles of many products, new products have a

surprisingly small window of opportunity in which their fates are sealed. In many cases,

they have only six months to prove themselves in the marketplace.

Sometimes, even well-conceived, innovative products meet with failure in the

marketplace. Companies can end up pulling the plug on a perfectly good product

because the launch strategy and execution failed to score high marks on the complex

matrix of marketing factors that spell launch success.

Marketing experts estimate that two-thirds of all new products fail within two years. Many

factors contribute to this high failure rate, including the creation of products which simply

do not match consumer needs or unforeseen competitive countermoves.

Each year, millions of dollars are wasted when products enter the market ill prepared to

meet customer expectations and requirements. Insufficient customer feedback and lack

of customer involvement during the development process are the key reasons for

unsuccessful launches.

Customer-oriented development organizations have long championed the principle of

active collaboration with target users during the development process. But even the mostardent promoters of bringing customers and partners into the product development

process confront challenges when attempting to migrate the concept into practice. Early

access programs, alpha and beta programs, pilot programs, and field trials are examples

of customer feedback programs. These programs have both quantitative (e.g. find and fix

bugs, assess interoperability, evaluate performance, etc.) and qualitative goals (e.g.



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market readiness, user acceptance, feature set completeness). These programs are

logistically complex, and require a high degree of interaction with customers and your

development team. While product teams are in many cases well prepared to manage the

complexity of developing products, they are typically untrained, unequipped and

unprepared for simultaneously managing customer feedback. Successfully validating your

product with feedback from your target market will maximize market acceptance and

minimize post launch costs.

Key Benefits

First hand practical industry exposure.

Learnt negotiating skills required for corporate dealings and important key details

required to be taken care of during product launch.



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3 INTRODUCTION TO SAHARA COMPUTERS AND ELECTRONICS

LTD.

About the Company

Sahara India Pariwarsteps into the field of

Computers, with Sahara Computers & Electronics

Limited (SCEL) through a joint Venture with Sahara

Computers (Pty) Ltd., South Africa. It seeks tostrengthen the countrys existing portfolio of

technology products and reinforce Indias reputation

in cutting edge technology, Skilled Information

Communication Technology (ICT) personnel and

innovation



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VISION

To be a high quality, cutting edge technology driven brand, versatile to ever changing

business principles of the dynamic global market, whilst upholding our business mission

and policies by continually enhancing our world class standards and competencies to the

benefit of our customers.

MISSION STATEMENT

We devote ourselves to providing leading edge technologies, solutions and products ofthe best quality at an affordable price to the Indian market.

SCEL will attain its targets by supplying the Sahara PC brand to the market with the

same high quality, found in any multinational branded PCs, at an affordable white box PC

price to the Indian Market.



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JOINT VENTURE PARTNERSHIPS:

SCEL is a joint venture between South African IT major Sahara Computers (Pty) Ltd and

Sahara India Pariwar with Rs 1,000 crore investment.

AMD (NYSE: AMD) announced that Sahara Computers and Electronics Limited (SCEL)

will make industry-leading computing products available across India

"The combination of AMD's award-winning processors and Sahara's prominence as one

of the biggest household names in India will help bring the benefits of computing

technology to more of India's population," said Mr. Ajay Marathe, President, AMD India.

These solutions will include computing platforms based on AMD Athlon(tm) 64 and AMD

Sempron(tm) processors for desktop and mobile computing and AMD Opteron(tm)

processors for workstations and servers.

Detailing its channel initiatives, George Van Der Merwe, chief operating officer, SCEL,

said, "As per our assessment of the Indian IT market, unlike the West here IT business

relies on channel partners; here channels are essentially the backbone of IT distribution.

We are in the process of signing up distributor-partners at all major locations in the coun-

try, in addition to appointing dealers for upcountry markets. We would be adopting the re-

gional distribution mode instead of a single national distributor for better coverage. We

would be doing unit-based business with our regional distributors instead of utilizing them

as stocking agents, which steals their interest."

SCEL will also leverage Sahara India Pariwar's 1,700 branches to further its business

reach in the country.



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Range Of Products:

1. DESKTOP SOLUTIONS

2. MOBILE SOLUTIONS

3. DISPLAY SOLUTIONS

4. HUMAN INTERFACE SOLUTIONS

5. IMAGING SOLUTIONS

6. STORAGE SOLUTIONS

7. PORTABLE STORAGE SOLUTIONS

Sales Offices:

The IT channels are cynical about the logic of Sahara launching sub-Rs 10,000 desktop

PC without monitor. Clarifying channel partners' doubt on this issue, Merwe said, "We

want to do a crystal-clear business where everything will be above board. We are not hid-

ing any installation and delivery costs while selling our machines. Above all, we have ex-clusively mentioned in our advertisement campaigns that monitors are ex-amount as the

choice of monitor size is the customer s prerogative and we wanted to extend that free-

dom of choice to the consumers."

When asked about the kind of market share Sahara was looking at in its first year of India

operations, Merwe said, "It would be too early in the day to talk about the market share as

in the first year we would be focusing on educating the masses on how PC could facilitate

their work besides strengthening our channel base. We want to become part of the pie of

information technology business in India."



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The World Class Production Facility

For the main infrastructure/office set-up, SCEL is in the process of acquiring 150 acres of

land in/around NOIDA, Uttar Pradesh, India.

The main set-up/plant will have management set-up & facilities for Warehousing,

Logistics, Research & Development, Warranty / RMA, Residential Building & a Sports &

Recreation Centre. To start the primary activities SCEL is coming up with an initial set-up

at Hardwar, Uttranchal, India.

INITIAL PRODUCT OFFERING

Sahara Desktop Systems.

Sahara Notebook Systems.

Sahara Server Systems.

Sahara Peripherals

Regional Offices , Distribution Hubs (C & F ) & Service Centers

SCEL is working on appointing 25 Distribution Hubs ( C & F ) & services across

India with the intention to cover the all States.



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LAUNCH AD

Date of Release -04.06.2005

Agency - INC

Product Highlighted -Laptops & Servers

Publications used

1. TOI/ ET / NBT

2. HT/ Hindustan

3. Tribune

4. Punjab Kesari

5. Rajasthan Patrika6. Dainik Jagran

7. Dainik Bhaskar

8. Amar Ujala

Budget Spent-

Motive - Product Launch & Brand Building

INTRODUCTORY OFFER ADS

Date Of Release -07.06.2005

Agency - INC

Punch Line - Dare to compare

Product Highlighted -Desktop

Publications used -

1. TOI

2. HT

3. Amar Ujala-3

4. Dainik Jagaran-2

5. Dainik Bhaskar-2

6. Rajasthan Patrika

7. Tribune



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Motive - To achieve instant Sales

OFFER AD-2

Date Of Release : 17.06.2005/18.06.05

Release : Self

Punch Line : Best Range, Best Prices

Product Highlighted : Desktop

Publications Used :

1. HT

2. Dainik Bhaskar3. Dainik Jagran

4. Amar Ujala

5. Economic Times

6. Tribune

Motive - Recall-Follow up

Collaterals

Agency-INC

POP Material Developed:-

Item Size Quantity

1. Posters 17x22 2,000

2. Intel Desktop Leaflets A4 20,000

3. AMD Desktop Leaflets A4 20,000

4. AMD Server Leaflets A4 5,000

5. Intel Server Leaflets A4 5,000

6. Intel Notebook Leaflets A4 20,000

7. Stickers 4,000

8. Buntings 2,000

9. Umbrellas 8



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Other Promotional Material Developed by the agency:-

Visiting Cards, CPU Packaging, Mouse Pad, Letter Head, Monitor

Packaging(15 &17),Speaker Packaging,Glow Signs ( 5sizes), Hoarding ,Pennant,UPS Packaging.

POP SAMPLES

Laptop Intel Series

Server AMD Series

Server Intel Series Desktop AMD Series

Desktop Intel Series

Buntings

Penants

Glow Signs

Hoarding

Sales Promotion Activities

PR Strategy TBWA

1. Media Releases / Press Releases

2. Press Conference

3. News Items

Event Management Wings

Road Shows



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PR EVENTS CHRONOLOGY-TBWA

Activity Work Done Status

Induction DOI-11TH May ,with INC

12TH June-Meeting-INC

Details of the Media

Plan BriefedBackground

Material

Development

-Prepared the boiler plate

-Prepared the note on Sahara

Computers for the website

-Worked on the Vision of the

company

-Worked on the mission of the

company

-Collated all necessary

information from the net since there

was no background information

available

-Worked on a detailed media

list for SCEL

-Worked on a detailed

presentation on the media training-Worked for a complete photo-

shoot with all the key executives of

TBWA

-Worked on a document for the

photo-shoot as a ready reckoner for

all the SCEL Executives

-Being used

- Uploaded on the site

- Uploaded on the site

-Uploaded on the site.

- For Background

Information for Releases

- Sent/Done

- Schedule Awaited

-Photo Shoot Happened

-Already sent SCEL for

Management Approval



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Press

Conference

-Initially Scheduled for 21st

May,

Postponed to May- end

- Worked on Detailed Agenda &

Broad Outline for Launch PC.

- Prepared Outline for Georges

Presentation

-Prepared Detailed Checklist

for

PC(with Deadlines &

Accountabilities)

-Prepared Checklist for Hotel

For Launch

-Prepared 3 Samples as Draft

Invites

-Prepared List of FAQS-50

Nos for SCEL

- Prepared Press Release for

PC

-Sent

-Sent

-Sent

-Sent

-Sent

-Sent



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PR EVENTS CHRONOLOGY-TBWA

Activity Work Done Status

JUNE

Activities

- Prepared a plan for June

- Finalised the release and got an

approval on the release

dissemination on 07 June

- Translated it into Hindi & Tamil and

disseminated it all across

- Coverage Status sent daily

- Coordination on product reviews

- Interviews happened with Channel

Times, 360 & CRN

- Product Launch columns being

targeted

- Regular Job Status reports being

sent on Fridays- Detailed briefing documents sent for

all media interviews with suggested

questions

- Drafted answers for the CRN

interviews

- Pitching in to be part of the industry

stories gradually

-Sent Daily

- NDTV & PC

Quest have

happened

-Sent

-Sent

-First one has

happened with DNA



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Press Releases Press Releases

SAHARA COMPUTERS BRIDGING THE DIGITAL DIVIDE

Launches a wide portfolio of products

Desktop PCs start at Rs 9,999.00 only

New Delhi, 07 June 2005... With an aim to bridge the digital divide in India,

Sahara Computers and Electronics Limited (SCEL), a joint venture partnership between

the South African IT major, Sahara Computers (Pty) Ltd., and Sahara India Pariwar,

today announced the launch of a wide portfolio of IT products in the Indian market

including desktop PCs starting at Rs 9,999.00 only. The successful introduction of

Personal Computers at a price less than Rs 10,000 will make it within the reach of

virtually everyone and that, in turn, will poise the country for a digital revolution. Providing

cutting edge technology, SCEL showcased its entire range of Desktop PCs, Notebooks

and Servers also.

The launch is scheduled in two phases. The first phase would

concentrate on the northern region with the exception of Chattisgarh and Madhya

Pradesh. In the second phase, which will be around July period, the products will be

available across the country. SCEL will primarily focus on increasing the PC penetration

in India by bringing affordable solutions to the common man. In this way, SCELs plans

are directed at securing a leadership market share in the fast growing Indian Market.

Announcing the launch, the Chief Operating Officer, Mr. George Van

Der Merwe said, "Being leaders in the hardware IT segment, we wish to lead the

technological innovation in India by providing the discerning Indian consumer the latest

and most advanced products. What will be a delight for the Indian consumer, is our

unstinted after sales support. This will revolutionize the Indian hardware market and

sustain the excitement in the market in the years to come."

He further added, "Product quality will be at of the highest

international quality with all the worlds leading brands and will be easily accessible to



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every Indian house hold. SCELs strategy is to bridge the digital divide and make the best

technology available to everyone at affordable prices."

The SCEL Desktop PC is in the range of Rs.9999 to Rs. 50000. The

basic model of desktop PC is a complete multimedia PC with AMD Sempron Processor

2400+, 128 MB Ram, 40GB HDD, 52X CDROM, Linux, Multimedia Speakers, Fax

modem and a One year onsite warranty. What is even interesting is that the end

customer can make his PC as per his requirement with an additional cost of Colour

Monitor @ 3999/- (38.1cm 15), 4999/- (43.1cm 17) only! There is whole range of PCs

and laptops available with AMD and Intel based processors. The PCs are designed to

deliver high-end performance, multimedia technologies and proactive support to help

customers easily manage digital content and information. The SCEL notebooks will be in

the range of Rs. 28,000 to Rs 1.5 Lac.

The SCEL Servers will be available in broadly three versions value,

premium and professional series. For small businesses looking for reliable cost effective,

flexible solutions, with all management requirements the value series is ideal. It is

designed to assist in improving productivity. The premium series has solutions for

medium to large enterprises, offering high performance processing power and data

redundancy while the professional series is aimed at meeting the requirements of the

large enterprise and government organization. Reliable server solutions utilizing SCSI &

the latest RAID technology offers the consumer security of data.What will stand in good stead in the Indian market will be SCELs

commitment in terms of after sales support and warranty directly from the company unlike

most of the competition brands who are dependent on the dealer for any service and

warranty. As part of this commitment, SCEL has appointed more than 800 certified

engineers nationally who will be available for customer service on a national toll free no:

1600 180 SCEL (7235).

SCELs initial manufacturing plant, based in Noida, Uttar Pradesh,

will supply a broad range of information technology products that will include computers,

servers, laptops and peripherals through 25 distribution hubs covering all major states in

India. SCELs regional offices in Mumbai, New Delhi, Chennai, Kolkata, Bangalore,

Hyderabad & Lucknow will provide sales, marketing and a quality service management

centre to ensure that the brand is never compromised.



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About SCEL

Sahara Computers and Electronics Ltd. (SCEL) is a joint venture between Sahara India

Pariwar (SIP) and Sahara Computers (Pty) Limited, South Africa (SSA). It is setting up a

manufacturing unit of computers, laptops and peripherals, the largest of its kind in India.

This pools the expertise of the two leaders on a global scale, adding depth to India 's

current information and Communication Technology (ICT) offerings. It will also strengthen

the country's existing portfolio of products and reinforce the country's reputation for

cutting edge technology, skilled ICT personnel and innovation.

About Sahara Computers

Established in 1997 Sahara Computers, South Africa assembles and markets computers

and peripherals through a global distribution network that covers both established and

emerging markets. The company is based in Johannesburg, South Africa and is the

official distributor and Original Equipment Manufacturer (OEM) for a variety of top

international vendors. Some of the key partners include AMD, Microsoft, Intel, Creative,

Delta, Epson, MSI, Samsung & Symantec, etc.

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 in Nairobi &

Mombassa in Kenya, Botswana, Dubai and the U.K.

Headline : The desktop PCs launched by Sahara Computers and Electronics

begin from Rs 9,999 for greater PC penetration in the countryand launched notebooks and server too Publication



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DQ Channels.com Link

:http://www.dqchannels.com/content/search/showarticle.asp?arid=71258&way=search

Wednesday, June 08, 2005 : Sahara Computers and Electronics (SCEL), a joint

venture partnership between the South African IT major, Sahara Computers and Sahara

India Pariwar, launched a wide portfolio of IT products in the Indian market, including

desktops PCs starting at Rs 9,999. These PCs will make it more within the reach of

people. Providing cutting edge technology, SCEL showcased its entire range of Desktop

PCs, notebooks and servers. The launch is scheduled in two phases. The first phase

would concentrate on the north region with the exception of Chattisgarh and Madhya

Pradesh. In the second phase, which will be around July period, the products will be

available across the country. Announcing the launch, George Van Der Merwe, CEO, said,

"We wish to lead the technological innovation in India by providing the discerning Indian

consumer the latest and most advanced products. The basic model of desktop PC is a

complete multimedia PC with AMD Sempron Processor 2400+, 128 MB Ram, 40GB

HDD, 52X CDROM, Linux, multimedia speakers, Fax modem and a one year onsite

warranty. The end customer can make his PC as per his requirement with an additional

cost of color monitor. There is a whole range of PCs and laptops available with AMD and

Intel-based processors. The PCs are designed to deliver high-end performance,

multimedia technologies and proactive support to help customers easily manage digital

content and information. The SCEL notebooks will be in the range of Rs 28,000 to Rs 1.5

lakh. SCEL Servers will be available in broadly three versions - value, premium and

professional series. For small businesses looking for reliable cost effective, flexible

solutions, with all management requirements the value series is ideal. It is designed to

assist in improving productivity. SCEL's initial manufacturing plant, based in Noida, will

supply a broad range of information technology products that will include computers,

servers, laptops and peripherals through 25 distribution hubs covering all major states.

http://www.dqchannels.com/content/search/showarticle.asp?arid=71258&way=searchhttp://www.dqchannels.com/content/search/showarticle.asp?arid=71258&way=search


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DQC NEWS BUREAU -MUMBAI

Sahara Offers Sub-10K PC, Plus Notebooks & Servers

By ChannelTimes StaffNew Delhi, Jun 10, 2005

Sahara Computers and Electronics Limited (SCEL) today announced the launch of a wide

portfolio of IT products in the Indian market including desktops PCs starting at Rs 9,999.

SCEL, which is a joint venture partnership between the South African IT major Sahara

Computers (Pty) Ltd and Sahara India Pariwar, also showcased its entire range of

desktop PCs, notebooks and servers.

The launch is scheduled in two phases. The first phase would concentrate on the

northern region with the exception of Chhattisgarh and Madhya Pradesh. In the second

phase, which will be around July, the products will be available across the country. SCEL

will primarily focus on increasing the PC penetration in India by introducing affordable

solutions.

Announcing the launch, George Van Der Merwe, chief operating officer, SCEL, said,

"Being leaders in the hardware IT segment, we wish to lead the technological innovation

in India by providing the discerning Indian consumer the latest and most advanced

products. What will be a delight for the Indian consumer, is our unstinted after-sales

support. This will revolutionize the Indian hardware market and sustain the excitement in

the market in the years to come."

He further added, "Product quality will be at of the highest international quality with all the

world s leading brands and will be easily accessible to every Indian household. SCEL's

strategy is to bridge the digital divide and make the best technology available to everyone

at affordable prices."

The SCEL Desktop PC is in the range of from Rs 9,999 to Rs 50,000. The basic model of

mailto:[email protected]?subject=In%20Respones%20to%20Sahara%20Offers%20Sub-10K%20PC,%20Plus%20Notebooks%20&%20Serversmailto:[email protected]?subject=In%20Respones%20to%20Sahara%20Offers%20Sub-10K%20PC,%20Plus%20Notebooks%20&%20Servers


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desktop PC is a complete multimedia PC with AMD Sempron Processor 2400+, 128MB

Ram, 40GB HDD, 52X CDROM, Linux, multimedia speakers, fax modem and a one-year

onsite warranty.

The end customer can make his PC as per his requirement with an additional cost of

color monitor at Rs 3,999 (38.1cm 15), Rs 4,999 (43.1cm 17), the company said. A whole

range of PCs and laptops is available with AMD- and Intel-based processors. The PCs

are designed to deliver high-end performance, multimedia technologies and proactive

support to help customers easily manage digital content and information, the company

said.

The SCEL notebooks will be in the range of from Rs 28,000 to Rs 1.5 lakh.

The servers will be available in broadly three versions value, premium and professional

series. The value series is designed for small businesses looking for reliable cost-

effective, flexible solutions, with all management requirements. The premium series is

targeted at medium to large enterprises, while the professional series is aimed at meeting

the requirements of the large enterprise and government organizations.

SCEL will offer warranty directly. It has appointed more than 800 certified engineersnationally who will be available for customer service on a national toll-free no: 1600 180

SCEL (7235).

SCEL's initial manufacturing plant, based in Noida, Uttar Pradesh, will supply a broad

range of information technology products that will include computers, servers, laptops and

peripherals through 25 distribution hubs covering all major states in India. Its regional

offices in Mumbai, New Delhi, Chennai, Kolkata, Bangalore, Hyderabad and Lucknow will

provide sales, marketing and a quality service management center.



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Sahara Takes the Regional Distributor Route

ByAnjali Choudhary

New Delhi, June 17, 2005 Channel times After announcing the launch of Sahara brandproducts in the Indian market, Sahara Computers and Electronics Limited (SCEL) is now

in the process of putting its channel network in place. The vendor intends to adopt a two-

tier channel model with regional distributors and dealer partners. SCEL is a joint venture

between South African IT major Sahara Computers (Pty) Ltd and Sahara India Pariwar

with Rs 1,000 crore investment. Detailing its channel initiatives, George Van Der Merwe,

chief operating officer, SCEL, said, "As per our assessment of the Indian IT market, unlike

the West here IT business relies on channel partners; here channels are essentially the

backbone of IT distribution. We are in the process of signing up distributor-partners at all

major locations in the country, in addition to appointing dealers for upcountry markets. We

would be adopting the regional distribution mode instead of a single national distributor

for better coverage. We would be doing unit-based business with our regional distributors

instead of utilizing them as stocking agents, which steals their interest." SCEL will also

leverage Sahara India Pariwar's 1,700 branches to further its business reach in the

country. According to Merwe, the company has not put forward any criteria for channel

selection and is open to joining hands with partners who are not even in the IT business.

Merwe said, "We will tie up with partners who have strong vision for business, not

necessarily in the IT domain, as we require partners' support to excel in this highly

competitive market." SCEL has launched six desktop PC models, of which three are

AMD-based while the remaining three are Intel-based models available in the price range

of Rs 9,999 to Rs 50,000. Its notebook range has one AMD- and four Celeron-based

models, which come in the price bracket of Rs 28,000 for entry level to Rs 70,000-Rs

80,000 for high-end notebooks. Sahara s basic server model costs around Rs 35,000,which is suited for small business requirements, and its professional servers are priced at

Rs 2 lakh, designed for large enterprises and government organizations. The IT channels

are cynical about the logic of Sahara launching sub-Rs 10,000 desktop PC without

monitor. Clarifying channel partners' doubt on this issue, Merwe said, "We want to do a

crystal-clear business where everything will be above board. We are not hiding any

installation and delivery costs while selling our machines. Above all, we have exclusively

mailto:[email protected]?subject=In%20Response%20to%20Story-%3Cb%3ESahara%20Takes%20the%20Regional%20Distributor%20Route%3C/b%3Emailto:[email protected]?subject=In%20Response%20to%20Story-%3Cb%3ESahara%20Takes%20the%20Regional%20Distributor%20Route%3C/b%3E


25/41


mentioned in our advertisement campaigns that monitors are ex-amount as the choice of

monitor size is the customer s prerogative and we wanted to extend that freedom of

choice to the consumers."

The Hindu-Website; Online Edition:Sahara Computerslaunches range of IT products

Saturday, Jun 11, 2005 CHENNAI: Sahara Computers and Electronics Limited (SCEL),

a joint venture between the South African IT major, Sahara Computers (Pty) Ltd., and

Sahara India Pariwar, has launched a wide portfolio of IT products in the Indian market,

including desktops PCs starting at Rs. 9,999 and going up to Rs. 50,000. The launch is

scheduled in two phases. The first phase would concentrate on the northern region with

the exception of Chhattisgarh and Madhya Pradesh. In the second phase, which will bearound July, the products will be available across the country. The SCEL notebooks will

be in the range of Rs. 28,000 to Rs. 1.50 lakh, says a release.

News-Items-Publications

1. Amar Ujala-Karobar-9th June-Delhi-Georges Interview-Hindi

Headline- Computer Bazaar mein Sahara ka Dhamakedar Pravesh

2. Dainik Bhaskar-Corporate Bhaskar-8thJune-Delhi-Jaipur-Hindi

Headline- SCEL ke Desktop PC 9,999 mein

3. TOI-Times Sports-10th June- Delhi-English

Headline- Bollywood joins A1 GP brigade



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5 ABOUTINDUSTRIALMARKETING

Industrial marketing consists of all activities involved in the marketing of products and

services to organizations (i.e. commercial enterprises, profit and not-for-profit institutions,

govt agencies and resellers) that use products and services in the production of

consumer or industrial goods and services, and to facilitate the operation of their

enterprises. Viewed from perspective of marketing industrial marketing is , then, human

activity directed toward satisfying wants and needs of organization through the exchange

process.

The exchange transactions in the industrial market consists of

1. Product or service exchange.

2. Information exchange.

3. Financial exchange

Social exchange.

In the industrial market , channel tends to be more direct. Manufacturers try to use their

own sales force. Buyer tend to be better concentrated. Fewer layers of intermediaries

exist. Where intermediaries are used, manufacturers, representatives and industrial

distributors or dealers facilitate the flow of goods.

There is a much greater emphasis on personal selling. Advertising is used to lay a

foundation for the sales call rather than serve as the primary communication tool.

As far as my experiences at sahara are concerned its was acting and using the market

potential in India as a reseller.

Thus going for industrial market as a resellers market. For the same Big organizations

like S.C.E.L., do not purchase goods and services for personal consumption, but do so to

facilitate the operations of their businesses. For them most of the buying is conducted

through central headquarters, then sold furter to their target customers through the use oftheir dealers and distributors of that area, who form a part of their small but existing

channel of sales in India. They also aid them in finding out new customers through

SCELs own dedicated sales team which is also assisted by their exclusive 24 hour call

centre for any help if needed by any existing or prospected customer.



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Many large sellers are technically oriented in their purchasing procedures and set

detailed specifications that govern the production of goods that are purchased under the

buyers private brand. Buyers often require alterations to enhance the quality of materials,

workmanship and styling. They may specify the eliminations of factors that add to the cost

without providing additional retail value to the product. Attributes such as delivery,

availiability of spare parts, and maintenance can play a heavy role in determining a

products success or failure in the resellers market.

Profit margin

Resellers are more concerned with the price of goods then are industrial buyers. This is

true because of the emphasis that their customers, the ultimate consumers, place on

price. Moreover a resellers eventual profits are primarily determined by gross product

margin: the difference between buy price(trade discount) and the manufacturers

suggested resale price. Thus a manufacturers product will be attractive to resellers only if

it can be retailed competitively and still provide a reasonable profit margin. Price in this

market is used as a promotional tool.

Industrial customers are organizations businesses, institutions, and government

agencies wit unique needs. The industrial marketing concept more than facilitating

exchange with these customers; it is philosophical point of view that has as its basis the

formation of a partenership between buyer and seller for the purpose of achieving theorganizational goals of both.

Too often, industrial organizations tend to be technically oriented much more interested

in a particular product and its technical development. It is not unusual therefore, that

technical values tend to dominate their decision making.



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6 IMPLEMENTATION PLANINGFORGOVERNMENTBUSINESS

States to be covered in the first phase

Delhi

East up

West up

Chandigarh

Haryana



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STATE WISE PLAN

Delhi

Total government business potential: Rs 200 crore

Through DGS&D, NIC, NICSI AND NCCF 60%

Tenders Where Scel Cannot Participate 20%

Where SCEL Can Participate Through Dealers/Partners 20%

In Delhi SCEL Had To Choose 2 Dealers And 2 System Integrators.

West up


PLACES IDENTIFIED FOR DEALERS

NOIDA

GHAZIABAD

MEERUT

ALIGARH

AGRA

MAJOR CUSTOMERS IN WEST UP

CDA MEERUT

ALIGARH MUSLIM UNIVERSITY

DEFENCE DEPARTMENT AGRA

INSTITUTES IN AGRA, NOIDA AND GHAZIABAD.



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HARYANA


PLACES IDENTIFIED FOR DEALERS

GURGAON

FARIDABAD

AMBALA

KURUKSHETRA

PANIPAT

MAJOR CUSTOMERS IN HARYANA

RAIL COACH FACTORY AMBALA

IOCL REFINERY PANIPAT

NFL PANIPAT

KURUKSHETRA UNIVERSITY KURUKSHETRA

CHANDIGARH


NO OF DEALERS TO BE APPOINTED : 2.

MAJOR CUSTOMERS

DOEACC

C-DAC

DEFENCE DEPARTMENTS



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7 REQUIREMENTS

FOR PRESENTATION BEFORE CUSTOMERS

CORPORATE PROFILE

SUPPORT PLAN

VISITING CARDS

SOMETIME LAPTOP

FULL PRODUCT RANGE DETAIL

TERMS AND CONDITIONS WITH THE CORPORATE DEALERS

DOCUMENTS REQUIRED FOR REGISTRATION

ITCC

STCC

BALANCE SHEET

MOA

PRODUCT DETAILS

PRODUCT CERTIFICATION DETAILS

MANUFACTURING UNIT DETAILS

PROFILES

ORDER COPIES

TECHNICAL STAFF DETAILS

ALL OVER INDIA SUPPORT PLAN DETAILS



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8 PRODUCT DETAILS

Introduction:

SCEL has launched six desktop PC models, of

which three are AMD-based while the remaining

three are Intel-based models available in the price

range of Rs 9,999 to Rs 50,000

Sahara s basic server model costs around Rs

35,000, which is suited for small business

requirements and its professional servers are

priced at Rs 2 lakh, designed for large enterprises

and government organizations



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PRODUCT DETAILS

Desktop Solutions

Sahara DT7000 Series

Memory 256 MB upgradeable to 2048 MB

H. D. D. 80 GB Standard (ATA/SATA)

Optical Drive CD-Writer

Mouse Optical

Operating System Microsoft Windows

Sahara DT5000 Series

Memory 256 MB upgradeable to 2048 MB

H. D. D. 80 GB Standard (ATA/SATA)

Optical Drive CD-Writer

Mouse Optical

Operating System LINUX

Mobile Solutions

Sahara NB7000 Series

Video Graphics (Integrated) INTEL 855GM

Core Chipset Memory 256MB DDR 266MHZ

HDD 40 GB

Optical Drive Combo

Mouse Optical (Mini)



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Display Solutions

Sahara 106.68 cm(42) Plasma

Colour True Colour

Experience Digital Home

Sound SRS True Surround XT,Virtual 5.1 Channel Sound with 2

Way Speaker

Screen Size 42 inch

HDTV Compatible Picture Over Picture

Display Solutions

Sahara 43.18cm(17) TFT LCD Monitor

Panel Stylish Flat Design

Viewable Size 17 inch

Feature TCO; Plug & Play;Auto Adjust Built In Speaker

Colour True Colour

Sahara 38.1cm (15)TFT LCD Monitor

Panel Stylish Flat Design

Viewable Size 15 inch

Feature TCO; Plug & Play; Auto Adjust Built In Speaker

Colour True Colour

Sahara 48.26cm(19) CRT Monitor

Viewable Size 17.9 inch

Resolution 1280 x 1024 @ 85 HZ

Max. Resolution 1600 x 1200

Strain Eye) Decreased due to multi-layer coating.



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Sahara 43.18cm(17) CRT Monitor

Viewable Size 15.7 inch

Resolution 1024 x 768 @ 85 HZ

Max. Resolution 1280 x 1024 Horizontal Freq. 30-70 Hz

Vertical Freq. 50-160 Hz

Choice Corporate

Sahara Optical Mouse

Experience the Speed

Superior Precision of Optical Technology Handy Scroll Wheel

Five Buttons for quick response

Works on most Surfaces

Smooth Operation

Sahara Mini Optical Mouse

Slick & Stylish Design

Experience the Speed

Superior Precision of Optical Technology

Handy Scroll Wheel

Five Buttons for quick response

Works on most Surfaces

Smooth Operation

Sahara Internet / Office Keyboard

Designed to optimize efficiency

Control multimedia Function from Keyboard

With special Wheel Design for more convenience

One touch access to Multimedia, Internet, e-mail

Hotkeys user-friendly) connection for WORD & EXCEL



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Sahara Internet / Office Keyboard

Stylish & High quality

PS 2 Interface

Standard 104 keys Designed for Microsoft Windows XP

Sahara Wireless Internet / Office Keyboard

Stylish & High quality with WIRELESS freedom

All-in one solution

Special wheel design for more convenience

One-touch access to Multimedia, Internet, e-mail Designed for Microsoft Windows XP

Bundle with Mouse

Sahara Flatbed Scanner

Ideal for home user

True 48 Bit Colour

Enhanced Resolution 19200 x 19200 5 One click buttons for handy operation

Supports Windows Xp

Sahara Digital Camera

Easy to use

3.2 Mega-Pixel advanced Sensor

1.5 inch colour , TFT-LCD

16 MB built in flash memory

Sahara DVD + / - RW Writer

Ultimate Multimedia Experience



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Combining CD & DVD technology with max. recording

capabilities

Capacity of CD 74 min(650MB), 80 min(700MB) ; DVD 4.7GB

Sahara Combo Drive Combo Drive CD-RW & DVD ROM in one mechanism

Supports all kind of CD formats

Supports Buffer Under run Prevention Technology

Interchangeable to Black / Ivory Bezels

Sahara CD-RW

Affordable backup solution

Enables SOHO user to backup valuable data

Supports all kinds of CD formats.

Supports buffer Under run Prevention Technology.

Sahara 5 in 1 Flash Memory ( Multi Functional)

Flash Memory Portability

Digital Video Recorder

Voice Recorder

Digital Camera

USB Storage

Web Cam

Sahara USB Pocket Drive

Stylish & Convenient to transport data

Store & Take Files

Back Up & Share Files with other

Portable & Small Light weighted Design

Ideal for Note Book & Desk Top

Capacity 128MB to 1 GB



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Sahara 2.1 Stereo Speaker Set

New Dimension in Sound Quality

Sahara Multimedia Stereo Speaker Set

Minimize the space utilize

Maximize the sound experience

13 inch full range cone Speaker Unit

Sahara Multimedia Stereo Headset

Delivers quite working environment

High quality sound

With volume control & microphone

Sahara Optical Media

High speed recording

Excellent Thermal Sensitivity

Maintain Data Integrity

Without Degrading

Sahara 56 K External Modem

Unparallel High Speed

Reliable Performance

Design with latest USB Technology

Significantly faster than Serial Port Modem

Sahara 56 K Internal Modem

Modem with Conexant Technology

Faster data transfer from modem to CPU

Supports both V 92 & V 90 standards



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ACPI management

Line Quality Monitoring & Retraining

Tone / Pulse Dialing

ICASA approved



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9 REFERENCES:

IDC India

Dataquest Magazine

www.Gigabyte.com

www.saharacomputers.co.in

www.dataquest.com

Wisegeek articles

www.lcd-monitor-online.com

www.gertner.com

www.theunwired.net

www.expresscomputeronline.com

NE Asia online

Economic Times

project sahara

Documents