study of comparative analysis of brand preference of h.p computers with five major players in delhi...

8/3/2019 Study of Comparative Analysis of Brand Preference of H.P Computers With Five Major Players in Delhi Region (1)

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Comparative Analysis of Brand Preference of H.P invent with five Major Players

in Delhi Region

A Study Report

Submitted in partial fulfillment of the requirements for the

Award of degree of Master of Business Administration

2009 2011

Submitted by: Nishtha Gupta Guided by: Mr. Pankaj Saini

(Internal Guide)

BHARATI VIDYAPEETH DEEMED UNIVERSITY SCHOOL OF DISTANCE

EDUCATION

Academic Study Centre - BVIMR, New Delhi

an ISO 9001:2008 Certified Institute

NAAC Accredited Grade A University

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STUDENT UNDERTAKING

This is to certify that I NISHTHA GUPTA had completed the Project titled A Study on

comparative analysis of brand preference of H.P invent with five major players in Delhi

region in H.P invent under the guidance of Mr. Pankaj Saini in the partial fulfillment of the

requirement for the award ofdegree of MBA from Bharati Vidyapeeth Deemed University, SDE,

Academic Study Center BVIMR, New Delhi. This is an original piece of work and I had neither

copied nor submitted it earlier elsewhere.

Student Name: NISHTHA GUPTA

Course: MBA -4TH SEM (I.B)

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ACKNOWLEDGEMENT

The successful completion of my Organization research project is due to the immense help and

guidance provide by various people. I would like to express my heartiest gratitude towards MR.

PANKAJ SAINI who helped me in providing help where ever I needed. It is only because of him

that I have completed my research project successfully and on time. He also helped me in

discovering my areas of interests and providing me with the right topic. Once again I thank

everyone who helped me in my project.

Name & signature of the student

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PREFACE

Decision making is a fundamental part of the research process. Decisions regarding that what you

want to do, how you want to do, what tools and techniques must be used for the successful

completion of the project. In fact it is the researchers efficiency as a decision maker that makes

study project fruitful for those who concern to the area of study.

Basically when we are playing with computer in every part of life, I used it in my project not for

the ease of my but for the ease of result explanation to those who will read this study project. The

study project presents the role of brand preferences in life of persons.

I had toiled to achieve the goals desired. Being a neophyte in this highly competitive world of

business, I had come across several difficulties to make the objectives a reality. I am presenting

this hand carved efforts in black and white. If anywhere something is found not in tandem to the

theme then you are welcome with your valuable suggestions.

Name & signature of the student

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TABLE OF CONTENTS

TOPIC PAGE NO

CHAPTER 1

INTRODUCTION

1.1INTRODUCTION 8

1.2COMPANY PROFILE 10

1.3MARKETING STRATEGY 14

1.4MARKETING TIPS OF H.P. 23

1.5HPS EFFECT ON PEOPLES LIFE 26

1.6PRODUCT PROFILE 30

1.7SOME OTHER SERVICES OF H.P. 46

CHAPTER 2

RESEARCH METHODOLOGY

2.1 RESARCH METHODOLOGY 48

2.2 OBJECTIVE OF THE PROJECT 51

CHAPTER 3

CONCEPTUAL DISCUSSION

3.1BRIEF HISTORY 53

3.2FUTURE PROJECT 58

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3.3VISION 61

3.4SOLUTION AND CHALLENGES 63

3.5BRAND PREFRENCE 65

CHAPETR 4

DATA ANALYSIS

4.1ANALYSIS AND INETRPRETATION OF DATA 72

CHAPTER 5

CONCLUSIONS AND SUGGESTIONS

5.1 CONCLUSIONS 90

5.2 SUGGESTIONS 91

APPENDICES 93

BIBILIOGRAPHY 100

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CHAPTER 1

INTRODUCTION

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INTRODUCTION

IT is forging ahead in the country and a wave of optimism continues to wash the industry current

market scenarios present a perfect opportunity for IT industry.

The Indian IT industry has been competing till now on its ability to reverse engineer the products,

that are produced by international companies offer years of research to sale them at cheaper prices

however the India IT companies have to develop their capacity in basic research to produce original

molecules.

Compton established in 1993, is a strong teaming of 45 IT professionals and prosperity for its

customers. To make lives smoother with latest break through in technology, enabling our customers

to perform day to day jobs with speed and spending time saved on more important aspects of

business or life.

Compton is premium business partner for HP-Compaq and main focus as been to bring new

technologies to Homes and Offices. HP Premium Business Partner is a rare status in HP. We have

successfully finished several turnkey projects encompassing hardware, software and training on

complete solutions.

Our main product line is PCs, Laptops, Palmtops, Projectors, Printers, Scanners, Laser printer,

Plotter, All in ones, TFT screens, Digital Solutions, PC Maintenance, Networking, Intranet

solutions.

Compton specializes in bringing complete IT solutions to our customers. Let our customer be a mid

size corporate, or a SOHO user or a home user we try to go beyond customers expectations. Our

service backup facility and well trained team is our main strength.

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Compton as a team thrives to reach out to our customers through our distribution channel. We wish

to take our services globally with unwavering commitment to customer satisfaction. We wish to

move forward with strong base of values, values that keep interest of our internal and external

customers first without compromise.

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COMPANY PROFILE

Production & Financial Status:

In 1988, Bryce introduced the 10K, the world's first address printer to incorporate HP inkjet

technology. Today, Bryce has produced and sold more HP-based inkjet address printers than any

other company in the world. "HP was the clear choice for Bryce back then, and continues to be the

clear choice for Bryce to this day," says Thomas A. Herrmann, Bryce president and CEO. "HP inkjet

technology enables us to provide customers with the highest print quality, and the HP inkjet

cartridges are reliable, easy to use and readily available."

Bryce now offers 16 different address printers that utilize HP inkjet technology, with print

capabilities from 2,500 to 25,000 addresses per hour at up to 600 dpi. Bryce also manufactures the

only full-color address printer on the market. Along with professional mail houses, Fortune 500

companies, and colleges and universities, Bryce address printers are used throughout local, state and

federal governments.

Tom Herrmann says his ongoing partnership with HP has been instrumental in Bryce's continued

success, adding, "The use of HP inkjet technology in Bryce products really represents a win-win

situation." For Bryce in particular, Herrmann maintains, "HP technology has definitely made us

more successful. And working with Hewlett-Packard reduces product development time

significantly by providing access to advanced HP technologies that are either difficult to reverse

engineer or are patent-protected."

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HP Production Unit

Personal Systems Group

Personal Systems Group (PSG) revenue grew 8% year-over-year to $6.4 billion, with unit shipments

up 14%. On a year-over-year basis, desktop revenue decreased 3% and notebook revenue grew 21%.

Revenue for commercial clients, which includes workstations, grew 6% over the prior-year period,

while revenue in consumer clients grew 8%. PSG reported an operating profit of $163 million, or

2.6% of revenue, up from a profit of $23 million in the prior-year period.

Imaging and Printing Group

Imaging and Printing Group (IPG) posted quarterly revenue of $5.9 billion, up 5% year-over-year.

On a year-over-year basis, consumer hardware revenue increased 1%, with unit shipments up 8%.

Commercial hardware revenue grew 5%, with unit shipments up 12%. Color laser unit shipments

increased 31% year-over-year and multi-function printer (MFP) shipments increased 67%, reflecting

continued momentum in key growth initiatives. Supplies revenue grew 6%. Operating profit was

$771 million, or 13.0% of revenue, down from a profit of $836 million in the prior-year period.

Enterprise Storage and Servers

Enterprise Storage and Servers (ESS) reported revenue of $4.0 billion, up 20% over the prior-year

period. On a year-over-year basis, industry-standard server revenue increased 28%, business-critical

systems (BCS) revenue grew 7% and networked storage revenue grew 15%. Within BCS, revenue in

HP Integrity servers grew 113% year-over-year and HP-UX revenue grew 8%. ESS reported anoperating profit of $150 million, or 3.8% of revenue, up from a loss of $211 million in the prior-year

period.

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HP Services

HP Services (HPS) revenue grew 10% year-over-year to $3.8 billion. On a year-over-year basis,Managed Services revenue grew 21%, Technology Services grew 7% and Consulting and

Integration grew 12%. Operating profit was $256 million, or 6.7% of revenue, down from a profit of

$314 million in the prior-year period.

Software

Software reported quarterly revenue of $249 million, an increase of 11% year-over-year, with

revenue in HP Open View and HP Open Call increasing 13% and 5%, respectively. Software

reported an operating loss of $40 million, compared with a loss of $48 million in the prior-year

period.

Financial Services

HP Financial Services (HPFS) reported revenue of $489 million, essentially flat year-over-year.

Finance volume, a leading indicator of future revenue, grew 4% over the prior-year period, and net

portfolio assets grew 1 percent to $6.9 billion. Operating profit was $58 million, or 11.9% of

revenue, up from a profit of $42 million in theprior-year period.

Asset management

Inventory ended the quarter at $6.6 billion, up $180 million sequentially and down $101 million

year-over-year. Accounts receivable decreased $502 million sequentially and increased $299 million

over the prior-year period to $8.8 billion. HP's dividend payment of $0.08 per share in the third

quarter resulted in cash usage of $231 million. In addition, HP utilized $860 million of cash during

the third quarter to repurchase stock. HP exited the quarter with $14.6 billion in gross cash, which

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includes cash and cash equivalents of $14.4 billion and short- and certain long-term investments of

$117 million.

Outlook

HP estimates Q4 FY05 revenue will be in the range of $22.4 billion to $22.8 billion, with non-

GAAP earnings per share in the range of $0.44 to $0.47. This excludes after-tax costs of

approximately $0.03 per share from amortization of purchased intangible assets, and approximately

$900 million, or $0.22 per share in workforce reduction costs. It also excludes a one-time credit of

approximately $200 million, or $0.05 per share, related to benefit plan changes.

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MARKETING STRATEGY:

HP Corporate Marketing:

HP is a company unlike any other. They serve everyone from consumers to small and mid-sized

businesses to enterprises to public sector customers with an extensive portfolio of market-leading

solutions specifically designed to meet the needs of each customer segment. They focus on helping

people apply technology in meaningful ways to their businesses, personal lives and communities.

Their annual R&D investment of nearly $4 billion fuels the invention of products, solutions and new

technologies, to serve customers better and enter new markets. They produce an average of 11

patents a day worldwide. In addition to the R&D and innovation in their product and services

groups, HP Labs provides a central research function for the company focused on inventing new

technologies to improve the customers lives, change markets, and create business opportunities.

Source: Technology Business Research, Inc., October 26, 2004 Millions of people around the worlduse HP technology every day. They are the largest consumer IT company, the worlds largest SMB

IT company and a leading enterprise IT company. For more than 100 million cell phone subscribers,

it is HP software that identifies them when they turn on their phones and allows them to place calls.

HP powers 100 of the worlds stock and commodity exchanges, including the New York Stock

exchange and 14 of the worlds largest trading markets. In response to customer needs and the

changing market conditions, they have built a portfolio unequaled in the industry. HP technology

now ranges from consumer handheld devices all the way to some of the worlds largest and most

powerful supercomputer installations. Their strategy is to offer products, services and solutions that

are high tech, low cost and deliver the best customer experience. No other company has the

portfolio, people and expertise to deliver on all three. They have a dynamic, powerful team of

150,000 employees doing business in more than 170 countries. Revenues reached $79.9 billion for

the fiscal year that ended October 31, 2004 HP have corporate headquarters in Palo Alto, California.

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HP has a significant presence in all markets we serve

Consumer Our consumer business has leadership in handhelds, notebooks, printers and cameras

focused on delivering simple, rewarding experiences to hundreds of millions of customers.

Small and medium business Working with local reseller partners, HP serves business customers

worldwide to provide specialized expertise, a complete portfolio of products, solutions, and services,

and a simplified ownership experience. They have market-leading positions in datacenter and office

computing, and the imaging and printing market.

Enterprise The enterprise segment draws from HPs full portfolio of products, services and

solutions. We collaborate with large customers to build an Adaptive Enterprise helping them achieve

more simplicity, agility and value across their organization. We are No.1 or No. 2 in all three server-

based operating environments, and we hold top positions in enterprise storage and IT services

management.

Public sector, health & education With more than 60 years of experience serving the technology

needs of the public sector, HP brings the full breadth of its portfolio and alliances to help

governments, educators, healthcare

providers and others working in the public interest to lower their costs, increase efficiencies and

serve their citizens, businesses and other government agencies better.

Their Key Words Doing well by doing good

As proud as we are of our capabilities, we are equally proud of our people, our standards and

values, and our deep commitment to global citizenship. Since our first year in business in 1939, HP

has given back to communities

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Through philanthropic donations of money, equipment and time.While the scale and reach of our

business have changed in 66 years, our commitment to communities hasnt. The challenge is to

continue to shape the impact of

Corporations as a constructive force, using our heritage and our actions as tools for doing so Today,

we employ new models of engagement and new business and technology solutions to help more

people around the globe to

Participate in the world economy via information technology.

HP and TIBCO Software Announce Multi-year Agreement to Develop

Marketing Strategies & Products for Service Providers and Telecoms

Hewlett-Packard Company and TIBCO Software Inc. announced an agreement to jointly develop

products, solutions and marketing strategies for the service provider and telecommunications

markets. Through a three-year collaboration agreement, the companies plan to support high-volume

online transactions and to enhance the performance, reliability and advanced middleware needs of

global customers.

The alliance will leverage HP Open View management solutions to integrate TIBCO Software's

real-time e-business infrastructure software with the HP Net action Internet operating environment

to help customers implement reliable, secure, scalable and manageable e-business solutions.

TIBCO's integration, B2B and XML solutions enable customers' disparate applications to interact in

real time. In addition to the collaboration that will use HP's process management technology and

application development toolset, the HP Middleware Division will lead HP's joint development

activities using standards such as J2EE and XML technologies that will complement the current

TIBCO products, providing a development pathway for future jointly developed products and

services.

"This agreement is an important step in HP's software strategy," said Bill Russell, vice

president, HP Software Solutions Organization. "TIBCO is a leader in business integration software

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and this agreement builds on HP and TIBCO's shared vision of the evolution of e-business

technologies, our joint development plans and our collaborative market strategies."

"The old model of business was standalone, but today's model is collaborative," said Vivek

Ranadiv, chairman and CEO, TIBCO Software. "This agreement shows the commitment of TIBCO

and HP to bring industry-leading solutions to the telecommunications marketplace."

In addition to the joint development work, HP Consulting will recommend TIBCO as a

preferred integration solution vendor for the service provider and telecommunications markets. HP

and TIBCO are currently working together with joint customers, and jointly developed software

products are expected to be available to the marketplace within one year.

TIBCO Software Inc. is a leading provider of total business integration solutions delivering

infrastructure software that enables companies to seamlessly integrate business systems in real time.

TIBCO's products enable the real-time distribution of information through patented technology

called The Information Bus, or TIB.

TIBCO technology was first used to digitize Wall Street and has since been adopted in diverse

industries including financial services, telecommunications, electronic commerce, transportation,

logistics, manufacturing and energy. TIBCO's global customer base includes more than 1,000

customers such as Cisco Systems, Yahoo!, Ariba, NEC, Enron, Sun Microsystems, GE Capital,

Philips, AT&T, Pirelli and AOL/Netscape. Headquartered in Palo Alto, Calif

Hewlett-Packard Company -- a leading global provider of computing and imaging solutions and

services -- is focused on making technology and its benefits accessible to individuals and businesses

through simple appliances, useful e-services and solutions for an Internet infrastructure that's always

on.

HP had total revenue from continuing operations of $48.8 billion in its 2000 fiscal year. Information

about HP and its products can be found on the World Wide Web.

TIBCO, The Information Bus and TIB are trademarks or registered trademarks of TIBCO Software

Inc.

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Legal Notice Regarding Forward-Looking Statements: This release contains forward-looking

statements regarding TIBCO's business, customers, markets served or other factors including the

performance of TIBCO's strategic partner, the continuation of this relationship, and the ability of

products to meet customers' expectations, needs, or perform as described that may affect future

earnings or financial results. TIBCO's actual results could differ in such forward-looking statements.

Reasons for why actual results could differ materially include if the relationship does not continue,

or the products are unable to successfully meet customers' expectations, needs, or perform as

described. Additional information concerning factors that could cause TIBCO's actual results to

differ materially from those contained in the forward-looking statements can be found in TIBCO

Software's filings with the Securities and Exchange Commission (SEC), including but not limited to

its most recent reports on Forms 10-Q and 10-K filed with the SEC on Oct. 13, 2000, and Feb. 25,

2000, respectively, which identify important risk factors that could cause actual results to differ from

those contained in the forward-looking statements including limited independent operating history,

history of losses, unpredictability of future revenue, dependence on a limited number of customers,

relationship with Reuters Group PLC, rapid technological and market changes, risks associated with

infrastructure software and volatility of stock price. Copies of filings made with the SEC are

available through the SEC's electronic data gather analysis and retrieval system (EDGAR) at

www.sec.gov. TIBCO assumes no obligation to update the forward-looking statements included in

this document.

This news release contains forward-looking statements that involve risks and uncertainties, as

well as assumptions that, if they never materialize or prove incorrect, could cause the results of HP

and its consolidated subsidiaries to differ materially from those expressed or implied by such

forward-looking statements. All statements other than statements of historical fact are statements

that could be deemed forward-looking statements, including any projections of earnings, revenues,

or other financial items; any statements of the plans, strategies, and objectives of management forfuture operations; any statements concerning proposed new products, services, or developments; any

statements regarding future economic conditions or performance; statements of belief and any

statement of assumptions underlying any of the foregoing. The risks, uncertainties and assumptions

referred to above include the ability of HP to retain and motivate key employees; the timely

development, production and acceptance of products and services and their feature sets; the

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challenge of managing asset levels, including inventory; the flow of products into third-party

distribution channels; the difficulty of keeping expense growth at modest levels while increasing

revenues; and other risks that are described from time to time in HP's Securities and Exchange

Commission reports, including but not limited to the annual report on Form 10-K for the year ended

Oct. 31, 2000, and subsequently filed reports. HP does not intend to update these forward-looking

statements.

As Vice President of OS Marketing for the Industry Standard Server Group at HP, Rick Becker

leads the alignment of marketing strategies and programs with HP's leading strategic OS partners to

drive HP server sales. His Industry Standard Server Group is responsible for the market-leading

ProLiant server business, which offers the best in open source Linux solutions on industry.

Previously, as the Director of Strategic Relationships for HP, Server Products Division, Becker led

strategic marketing, strategic planning and post merger integration projects for HP's highly

successful server business.

Before joining Compaq, now the new HP, in 1994, Becker was Director, Corporate Strategy at

Novell. During his seven years at Novell, Becker held a variety of management assignments in

corporate strategy and business development.

Becker earned a Bachelor of Science degree in Computer Science from University of North Texas.

HP would like to be able to provide information to everyone who seeks it, but unfortunately we're

limited by both business and legal restrictions about what we can disclose.

In addition, time constraints prevent HP executives, managers or any other HP employees from

granting interviews to members of the public and from participating in academic surveys, either oral

or written.

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Types of information that cannot be made available to people outside of HP include:

Nonpublic product details:- We cannot reveal internal details regarding existing, new or

proposed products or processes. Public product information is available online.

Financial:- HP cannot disclose nonpublic consolidated financial information, production and

overhead costs, profit margins, bids, sales forecasts, sales and order volumes prior to quarterly

release, budgets, quotas and targets, information on a particular product's sales, orders or

projections. Marketing: HP does not disclose product-introduction plans and dates; short- and long-

term market strategy or customer lists; sales, marketing and pricing plans; information about market

share, market strategy or marketing plans other than what has been publicly discussed in press

releases or otherwise publicized. We do not make HP promotional items available.

Research and development:- HP cannot reveal technical and performance specifications, lab

notebooks, product plans, projects in progress, project problems or product code names

Manufacturing:- We do not reveal vendor names/relationships, manufacturing-operations data,

production and inventory levels, future plans and sites, material cost or product failure rates, or

process strategies.

Personnel data:- Aside from information on executive salaries that is available in HP's 10K

filing, HP does not reveal personnel data such as compensation information, ranking and jobdescriptions, names and titles of employees below the functional-manager level or departmental

organization charts. Training manuals, employee handbooks, internal communications or evaluation

forms are also not available to the public.

There are over 8 million businesses in the United States alone, with each one trying to stand-out

from the crowd and grow their market share. Here to help you with that daunting task is HP Balu

Doraisamy, who is a Managing Director, HP India, Marketing small business marketing system.

Balu will be providing tips, tricks and guidance to help you improve your business, your

relationships with your customers (and prospects) and ultimately your bottom-line.

It may not be that glamorous but one of the best ways to differentiate your business is to show your

clients and prospects checklists.

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See, lots of folks talk about quality, speed and accuracy but few really deliver it. If you could offer

your prospects proof that you not only deliver the goods you have a 10 point system that guarantees

it, well, I think your business would be the obvious choice.

Almost every business has checklists (even mental ones) that they go through to ensure the job gets

done right, the order gets packaged right or the service is delivered on time. Few however, take the

time to document those systems in the form of a checklist and fewer still think to use those

checklists as marketing tools.

What if you produced a document that read: Our 10 point white glove inspection guarantees that

your car will be spotless - and then proceeded to list all 10 steps.

How about your web site optimization process, your financial investment risk analysis, your safety

process, your service punch list there is no end to the creative ways you can approach this. People

love top 10 lists and checklists because they take something that is often complicated or boring and

turn it into something that is simple and even entertaining.

Few things are sold without a prospect reading a written word or two.

Business owners often ask me what they should be looking for in marketing assistant and I always

say - find someone who can write.

Now, let me back up and tell that what I really mean. Find someone who will write.

Many people claim that they are not good writers and my take is that they simply don't write. In

order to become a good writer, in order to use writing as a marketing skill you must write. You can

always have someone edit what you write, but it's the act of writing that starts the marketing ball

rolling. (I know my editor friends out there wish I would take that editing advice.)

Here's what I have found.

Writing creates ideas. It's rarely the other way around. Many times I have no idea what I am going to

write, but once I start, ideas just happen. What comes about is often far greater than anything I could

have simply thought and then transferred to paper or screen.

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Writing will help you have something to say. The more you write, the better you will sell. Writing

will help you listen more actively. Write speeches, write notes, write essays unrelated to your

business. Okay, write sales letters, write web pages, and write white papers. Just, write first, and

then see what you had to say

I know that you know business marketing is not about sitting around in board rooms discussing

branding strategies...it's about selling something to someone. When it comes right down to it if you

can't write an ad or letter that makes people want to buy what you have to sell (even if that's just an

appointment) then you are sunk.

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Some Marketing Tips OF HP

Have a specific call to action - Many small business ads and sales materials don't really tell you

what they want you to do. They stop just short of leading you. Take your reader by the hand and tell

them exactly what you want them to do next. Call for more information, download a free report, and

attend a seminar.

Make it easy to respond - In this day and age that means: 800 #, fax, email, website, mobile, voice

mail, credit cards, and check by fax. Don't give your readers and clients a reason to say no.

Sometimes it doesn't take much.

Repetition - Don't assume that every reader will read your entire marketing pitch. Some will scan.

Repeat your benefits, say them in different ways, use examples to illustrate them.

Longer is often better - It doesn't mean you need to ramble but, in order for someone to get the real

picture you are trying to draw for them, including testimonials, examples, benefits, and buying

options, you must provide them with enough content to do the job. Don't make the mistake of

believing no one will read a letter that is more than one page. If your headline is compelling and

your copy sings, they will follow to the end and then you will have them.

End with the beginning again - Restate what you have to offer, wrap up what you want them to do,

and retell them how they are going to benefit by doing it now. Put your biggest point or even your

offer in a PS.

A great sales letter should make a promise- draw a picture, prove its claims, and push the prospect

into a buying decision. (Think 4 P's - Promise, Picture, Prove, Push)

Use Powerful Headlines - Some of you might think I've beaten this one to death...but fewer than 2

out of 10 people will read your letter if you don't have a good headline...you can't sell anything if

they don't read the offer.

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Write Like You Speak- English scholars will find this advice abhorrent, (sorry!) but a sales letter

or ad is simply selling in print, so sell like you sell. Many writers lose their way when they attempt

to use feckless language.

Pepper your reader with benefits- Tell them what's in it for them. It doesn't really matter that you

have a 100% on time policy unless you make them realize that means they won't have to waste their

time waiting on you.

Use testimonials - Getting testimonials to use in your marketing materials can be some work but its

well worth it. People love to read that someone just like them thinks your company is great or that

your service provided them with a very specific benefit. A great way to put your referral marketing

on autopilot is to send small little postcards every other month or so. Describe is some detail a

problem a client had...then of course describe the brilliant solution you provided...and send them out

to your clients, friends, contacts, and other network folks. The key to this tactic is that you also ask

them to forward this card to anyone they know who might have a similar challenge. If you do this

routinely you will be amazed at the results. I have found that Marketing with Postcards is a great

source for countless ways to use this little tool in your marketing. At least go download the free

chapters that he gives away.

Innovative leaders in marketing.-

The Idaho State Lottery serves a diverse group of layers segmented on types of games played and

frequency of play. The Lottery uses the hp/indigo digital print solution to customize newsletters and

direct mail pieces to their premier customers.

We have been using the hp/Indigo solution for customizing and personalizing the direct mail pieces

that go to our Lottery V.I.P. Club members. This form of customized marketing has been very

successful for the Lottery. It allows us to specialize messages to our top, most active players. It is a

win for us!

The Idaho State Lottery is a state run agency that is showing leadership in marketing. The Lottery

implemented a customer driven strategy that uses personalized customized marketing materials to

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increase customer awareness of their programs and promotions and created a personal touch with

their most highly valued customers. There is no doubt about it, personalized marketing gives a

company.

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HPs Effect on Peoples Life

In Buenos Aires, a teacher worries about a teens poor test score, knowing the student normallyexhibits a keen interest and clear aptitude in science. In New York, university officials wonder how

to meet the needs of three widely dispersed campuses amidst shrinking staff budgets. In an Iowa

community college, professors say administrative tasks are cutting into teaching time. In London,

homework time impacts family time as a parent watches a child struggle, clearly in need of more

personal attention in a crowded math class.

Around the world, schools, community colleges and universities are striving to increase the quality

and efficiency of education to make it a highly personalized and relevant experience for students.

Thats why HP is working with schools and colleges to help transform education providing better

access to information and resources for students, teachers, faculty, parents and the community at

large.

Today, web-based learning portals are key to delivering this type of "equal opportunity" access

across the hall, across the campus or even across the country. As students, parents, teachers and

faculty demand access anywhere and anytime, learning portals provide a gateway a unified place

to access resources from instructional tools, content and student records to assessment and reporting

capabilities

Solution highlights

Part of the HP Managed Learning Solutions portfolio; HP Managed Learning Gateway Solutions

include learning portals, collaboration portals, virtual learning environments and virtual classrooms

that help to raise the standard of education for students, parents,

Imagine how a learning portal could change the lives of the teachers, administrators, students and

parents above

With online access to lesson plans, test results, and attendance records, the science professor sees the

student was absent when a key concept was introduced. Working with the student after school, the

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teacher fills the learning gap, sends both student and parent training materials to reinforce the lesson

and the student "aces" the make-up test.

As the universitys teacher to student ratio falls, the professors at each campus tap into a web portal

to collaborate over course content and new ideas, leveraging each others work.

At the community college, a portal provides instructors with access to productivity tools that free

them to focus less on administrative tasks and more on teaching.

As parents and students access a personalized web portal with enhanced security features to view the

days lesson online, together they can find that x = y. The child also works collaboratively online

with other students building a strong learning network.

All this takes an integrated, agile learning portal solution a gateway that connects people to

insightful information and to each other. HPs Managed Learning Gateway Solution combines HP

technology, solutions and services with proven solutions from third-party providers to build this

gateway helping you to raise the standard of education for all.

Solution highlights

Part of the HP Managed Learning Solutions portfolio, HP Managed Learning Gateway Solutions

include learning portals, collaboration portals, virtual learning environments and virtual classrooms

that help to raise the standard of education for students, parents, teachers, administrators and

governments in many countries throughout the world.

Why HP for Education?

Sixty years of experience in serving the public sector

Proven track record in implementing solutions at all levels of education

A broad, deep portfolio for complete solutions

Standards-based technology with proven multi-vendor integration experience

Fully supported solutions

Strategic relationships and certified professional expertise in leading

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More on Customer Satisfaction

During the few days I've been blogging my blog has generated interesting reactions both inside and

outside of HP, including a few articles published in IT trade publications, from the thousands of

page views that have taken place. During the past few weeks I've also received inputs from two

customers who wrote to express disappointment with their interaction with HP when either

purchasing or securing service on a personal computer

Our services organization, across the Enterprise and Small & Medium businesses, addresses millions

of service interactions annually. As noted in a previous blog, HP service professionals take pride in

their work and try to successfully resolve every customer's issue and meet their expectations. Like

every large service organization, however we do not achieve perfection. We do however monitor

how we stack up against our competition and typically find we're among the most successful service

providers in the industry. For example, a recent survey from consumeraffairs.com referenced in a

story showed the percent breakdown of complaints received regarding PC vendors as -

DELL - 58%

Gateway - 15%

E-Machines - 8%

Apple - 7%

HP - 5%

Sony - 3%

Toshiba - 2%

Its worth noting that the rate of complaints received would be expected to be highest for the higher

market share vendors. Given that DELL and HP have similar market shares we were pleased to see

HP had one of the lowest rates of complaints among all vendors, regardless of sales volume. We will

continue to monitor external reports like this and our own survey results to get the feedback we need

to deliver the highest levels of customer satisfaction possible. I am very impressed with HP's

corporate blogging policy. I was just telling my friend how blogging is impacting corporate

communications.

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I was one of the two dissatisfied customers whom Dan mentioned that wrote a comment on his

previous blog (It's really no surprise), and I have three points today: Point one, I would like to

apologize as it was never meant for public consumption, but for HP's eyes only. But since it's for

everyone to see, I thought it's just appropriate for me to write a follow-up note. Point two, I do need

to make myself clear, my daughter and I are happy with the HP product we got, but support wise, it's

another story, until I talked to Jeff today. Jeff Tigard (a customer advocate from HP) gave me a call,

and listened to my story. He was very friendly and professional, and apologized on my negative

customer experience. After the call, he completely reverted my negative outlook of HP support, and

in fact, made my day! :-) Point three: Sometimes, it takes one person to make a customer dislike a

company, and it takes another person (most of the time - more) to make it 'all right' again. Being in

the service industry almost all of my life, call center are the forefront for making things happen -

putting the right support people can make your center a 'customer retention center' versus a 'cost

center' of a 'firefighting

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PRODUCT PROFILE

HP Servers:-

HP Pro-Liant servers

HP Integrity Non Stop Servers

HP Integrity Non Stop Servers

HP 9000 servers

HP Alpha Server systems

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Telco and carrier-grade servers

HP e3000 servers

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HP LASER JET PRINTERS HOME AND OFFICE PRINTERS

HP LaserJet Pro P1102w Printer(BLACK AND WHITE)

Wireless networking

Speeds of up to 19 pages per minute

Quiet, ultra-compact design

Ultra energy efficient

HP LaserJet P2035 Printer

Fast printing at up to 30 pages/min

First page out in as little time as 8 seconds (from ready mode)

USB and parallel connectivity

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HP LaserJet Pro CP1025nw Color Printer

Print up to 17 pages/min black, up to 4 color

Wired networking,

Built in wireless networking,

Small, space-saving design

HP LaserJet Pro M1217nfw MFP Printer Printing and copying at speeds up to 19 pages/min

Advanced printing, copying, scanning, and faxing with one machine

Built-in 802.11b/g/n wireless networking

First page out in as little time as 8.5 seconds from power-saving mode

50-sheet automatic document feeder

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HP LaserJet Pro CP1525nw Color e-Printer

Image-rich documents in as little time as 12 pages/minute black, 8 color

Ethernet, Wi-Fi

HP ePrint for printing from a mobile device

Stylish, compact design

HP Officejet 6000 Printer

Fast, network-ready printing

Professional color documents for lowest cost per page vs. in-class inkjets

Cuts energy use by up to 40% compared with lasers

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HP Officejet 4500 Wireless All-in-One Printer

Print, scan, copy and fax with one convenient device

Speeds up to 28 pages/minute black, 22 color

High-quality color graphics and photos, laser quality text

Wireless connectivity

HP Deskjet 1000 Printer

Print speeds up to 16 pages/min black, 12 color##

60-sheet fold-up input tray, 25-sheet output tray

Created from 30% recycled plastic

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HP Deskjet 3050 All-in-One

Prints, scans, and copies


60-sheet fold-up input tray, 25-sheet output tray

Wireless connectivity

Created from 35% recycled plastic

HP Photosmart e-All-in-One Printer - D110a

Easy wireless setup

Prints up to 29 pages/min in black, 23 in color

2.36" color display with TouchSmart frame

Printing from mobile devices via HP ePrint

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HP Photosmart Plus e-All-in-One Printer - B210a

Prints, scans, copies, Web


Built-in wireless 802.1 1b/g/n

3.45" color touch display


HP Photosmart Premium Fax e-All-in-One Printer - C410a

Prints, scans, copies, faxes, Web

Prints at speeds up to 34 pages/min black, 32 color##

50-page automatic feeder faxes, scans, copies multiple pages

Easy two-sided printing

2.4" color display


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HP LAPTOPS FOR HOME AND OFFICE:-

Compaq Presario CQ56Z series

For everyday tasks, this 15" laptop delivers classic style and great features at an affordable,

budget friendly price.Genuine Windows 7 Home Premium 64-bit AMD V-Series(TM) Processor for Notebook PCs V140 (2.3GHz, 512KB L2 Cache)

2GB DDR3 System Memory (2 Dimm)

FREE Upgrade to 320GB 5400RPM Hard Drive

802.11b/g/n WLAN

Up to 4.0 hours battery life (6 cell)+++

HP G62m series

A laptop that won't break the bank. This 15.6" system is great for both casual use and/or your

everyday tasks. Available in Blue color.Genuine Windows 7 Home Premium 64-bit

Intel(R) Celeron(R) Processor 900 (2.20 GHZ, 800MHz FSB, 1M Cache)

FREE Upgrade to 3GB DDR3 System Memory (2 Dimm)


802.11b/g/n WLAN

Up to 5.5 hours of battery life (6 cell)+++

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HP Pavilion g6t series

A popular everyday laptop in new design with our most requested display size (15"

diagonal). Powered by Intel dual-core processors, includes webcam. Available in charcoal,

pewter, blue, purple, or rose (exclusive)Genuine Windows 7 Home Premium 64-bit

Intel(R) Pentium(R) Dual Core Processor P6200 (2.13 GHz, 3MB L3 Cache)



HP Webcam with Integrated Digital Microphone

802.11b/g/n WLAN


HP Pavilion g4t series:-

Small (14" diagonal) ultraportable in new design. Powered by Intel dual-core and optional

core processors. Includes webcam. Available in charcoal, pewter, red or pink

(exclusive)Genuine Windows 7 Home Premium 64-bit

Intel(R) Pentium(R) Dual Core Processor P6200 (2.13 GHz, 3MB L3 Cache)



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HP Webcam with Integrated Digital Microphone

802.11b/g/n WLAN


HPS DESKTOP:-

HP Omni 200t series

Efficient space-saving All-in-One PC with Intel dual-core processor, integrated Full HD

display and wireless LANGenuine Windows 7 Home Premium 64-bit

Intel(R) Pentium(R) Dual-Core processor E5400 [2.7GHz, 2MB L2, 800MHz FSB]

FREE UPGRADE! 4GB DDR3-800MHz SODIMM [2 DIMMs] from 3GB

FREE UPGRADE! 750GB 7200 rpm SATA 3Gb/s hard drive from 500GB

Wireless-N LAN card

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HP TouchSmart 610z series

Multi-touch All-in-One PC with AMD quad core processor, integrated full HD display,

integrated webcam, wireless LAN,, and BluetoothGenuine Windows 7 Home Premium 64-

bit

AMD Athlon(TM) X4 610e quad-core processor [2.4GHz, 2MB L2, up to 4000MT/s bus] 4GB DDR3-1066MHz SODIMM [2 DIMMs]


Integrated graphics - ATI Radeon HD 4270

Wireless-N LAN card

High-performance 2.0 speakers, line out, Beats(TM) audio

HP Omni 100z series

Simple striking clutter free design. All-in-One PC with AMD Athalon, processor,integrated

HD display,and wireless LANGenuine Windows 7 Home Premium 64-bit

AMD Athlon(TM) II 170u processor [2.0GHz, 1MB L2, up to 3200MT/s bus]

2GB DDR3-1066MHz SODIMM [1 DIMM]


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HP BATTERIES FOR LAPTOP:-

HP 3-cell Primary Battery for Mini 1000 Series (HA03)

Compatibility: HP Mini 1000; Compaq Mini 700

HP 6-cell Battery for HP dm1-3000 Series (GB06)

Compatibility: HP dm1-3000 series

HP 6-cell Battery for HP Mini 210-2000 Series (ED06)

Compatibility: HP Mini 210-2000 series

HP 6-cell Battery for dm3-3000 Series (MN06)

Compatibility: HP Pavilion dm3-3000 series

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Electronics & Accessories

HP MOUSES FOR DESKTOP

HP Wireless Mobile Mouse by Vivienne Tam

Wireless mouse in Vivienne Tam's "Butterfly Lovers" design

Matches HP Mini 210 Vivienne Tam Edition

HP Laser Mobile Mouse

High performance, affordable price

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HP Wireless Optical Mouse, black

Reliable performance, affordable price

HP Wireless Optical Mouse, iceberry

Style, comfort, convenience

HP ADAPTOR,S FOR PC

HP 135W AC Adapter

Compatibility: HP Pavilion zd7000, zv5000 / zx5000, Compaq Presario R3000

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HP Mini 40W AC Adapter

Compatible series: HP Mini 1000, 110-1000, 110-3000, 210-1000, 210-2000, 210-3000; Compaq

Mini 700, 110-1000, CQ10-100, CQ10-200, CQ10-300, CQ10-400

HP 90W Slim Power Adapter

Charges notebook and USB device via integrated USB charging port with one power outlet ENERGY STAR compliant

Compatibility: Envy 14-1000; HP 430, 630, 2000-100, 2000-200, 2000-300, G32, G42, G50, G56,

G60, G61, G62, G70, G71, G72; HDX 16; HP Mini 311-1000; HP Pavilion dm1-1000, dm1-2000,

dm1-3000, dm3-1000, dm3-2000, dm3-3000, dm4-1000, dv2-1000, dv3000, dv3500, dv3-1000,

dv3-2000, dv3-4000, dv4-1000, dv4-2000, dv4-3000, dv4-4000, dv5-1000, dv5-2000, dv5-3000, g4-

1000, g6-1000, g7-1000, tm2-1000, tm2-2000, tx1000, tx2000, tx2500, tx2; Compaq Presario CQ32,

CQ35, CQ42, CQ43, CQ45, CQ56, CQ57, CQ60, CQ61, CQ62, CQ70, CQ71, CQ72, CQ430,

CQ630

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Some other Services of H.P.

Applied research: Experimental "game" helps Ford save time, money

Experimental economists at HP Labs have helped the company improve revenue forecasting and

design new incentive programs for retailers, and they've explored such questions as pricing contracts

and currency fluctuations. But they aren't keeping their expertise to themselves: They've also worked

with partners like Ford Motor Co.

Riding the peaks: Market-based systems help manage demand

A reservations system allows people to pay up front to keep a resource (say an airline ticket, or

computing power in a data center) available to them at some point in the future. The price they pay

to hold that resource for peak times is less than if they bought it at the time they actually needed it.

Protecting privacy : Building in safeguards for personal data

With security breaches and online fraud on the rise, consumers, businesses and government

organizations are growing more concerned about protecting individuals' privacy. A team at HP Labs

is working on tools to make it easier for businesses to do just that.

HP huge among patents for the tiny

HP's patent portfolio for micro- and nano-electronics has been named the strongest in the U.S.

According to an independent survey

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http://www.hpl.hp.com/news/2005/jul-sep/economics.htmlhttp://www.hpl.hp.com/news/2005/jul-sep/reservations.htmlhttp://www.hpl.hp.com/news/2005/jul-sep/privacy.htmlhttp://www.hpl.hp.com/news/2005/jul-sep/nano_patents.htmlhttp://www.hpl.hp.com/news/2005/jul-sep/economics.htmlhttp://www.hpl.hp.com/news/2005/jul-sep/reservations.htmlhttp://www.hpl.hp.com/news/2005/jul-sep/privacy.htmlhttp://www.hpl.hp.com/news/2005/jul-sep/nano_patents.html


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CHAPTER 3

RESEARCH MERHODOLGY

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RESEARCH METHODOLOGY

The section includes the overall research design, the sampling procedure, the data collection method,

the field method, and analysis and procedure.

Research design:-

For this research project exploratory method is used .In exploratory method new things are find out

from the given topic.

Data collection method:-

The data collect for the research can be classified as primary data and secondary data.

Primary data: - The data collected for first time is known as primary data .It is done by the

customers of HP INVENT and making them fill up the questionnaire.

METHOD OF FILLINF UP THE QUESTIONNAIRE THROUGH:-

Face to face

Telephone and

Internet

Secondary data:- The data which has been already collected by someone is known as

secondary data.

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SOURCES THROUGH WHICH SECONDARY DATA IS COLLECTED:-

Newspaper Books and

Internet etc.

SAMPLE SIZE:-

Sample size of the data is 100.

All the data which is collected for the study project is based on both primary and secondary method

of data collection.

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Research Proposal Justification:-

The basic need for buying a Printer is primarily Saving Time and printing quality. This need should

be addressed in any correspondence with the customer in the companys promotional activities.

The later part of the report also checks the believability aspect of each correspondence with the

customer and this prediction is further concentrated in that part.

The HP customers seem to have gone by the general trend and share the same values.

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Objective of the ProjectMain Objective:-

To find out the attributes that enhance the customer value by providing better service to them and

know how to motivate the people towards IT. The Project required carrying out the comparative

study of Prices across Brands and Models also to carry out another comparative study of Margins of

Dealers and Wholesalers. This would be done by finding out the Market Operating Price at which

they are making deals and the volume of discounts offered by them.

Then apart form studying the dealers a study of consumer buying behavior was also required for the

specific brands. This was done by making comparative study of HP along with other brands, in

terms of consumer preference. Also dealers perspective about the brand is also to be considered

along with this the effect of prices on brand preference of the all models.

In the research we also tried to study consumer behavior for all the brands and also the dealers

perception about the market of Home PCs, Laptop, Printers, PSC, Scanner, and TFT. For this

Segmentation, Targeting and Positioning of Various brands on: recall, believability, association,

final purchase.

Other Objective:-

To know the brand recall by customers.

To know the reason why people prefer HP (Hewlett-Packard) brand .

To increase the sales volume .

To give the customer satisfaction and also get the references from them.

To know which factor is important for customer before buying any IT product.

To illicit suggestion for better positioning for hp product

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CHAPTER 3

CONCEPTUAL DISCUSSION

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BRIEF HISTORY

HP ORGANISATION:

H.P. came in to existence in 1939. As HP grows, Bill Hewlett and

Dave Packard create a management style that forms the basis of HP's

famously open corporate culture and influences how scores of later

technology companies will do business. Dave practices a management

technique eventually dubbed "management by walking around" which is marked by personal involvement, good listening skills and

the recognition that "everyone in an organization wants to do a good

job." As managers, Bill and Dave run the company according to the

principle later called management by objective communicating overall objectives clearly and

giving employees the flexibility to work toward those goals in ways that they determine are best for

their own areas of responsibility.

HP becomes a publicly traded company. Its initial public offering is held November 6, 1957 for $16

per share. All employees at all levels with six months of service receive an automatic stock grant and

become eligible for a stock option program.

HP begins manufacturing in its first building in the Stanford Industrial

Park, Palo Alto. The move to the site at 1501 Page Mill Rd. is

completed in 1960, when it becomes HP's corporate headquarters.

Situated on a 50 acre hilltop, the new site supports the company

philosophy that people require attractive and pleasant surroundings to

attain maximum job satisfaction and to perform to the best of their

abilities. The air-conditioned buildings are situated to provide views of lower San Francisco Bay and

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Dave Packard practices

"management by

walking around"

HP's new headquarters


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to receive maximum natural light. The site includes a landscaped patio, horseshoe

pits, volleyball and badminton courts, and a large cafeteria, all for the use of

employees.

HP continues its tradition of innovation with the introduction of a new array of

computing products. Foremost among them is the HP-35, the first scientific

handheld calculator, which ushers in a new era of portable, powerful computing.

HP continues to look for new opportunities around the globe, laying the

groundwork for an eventual joint venture with China over the course of several

trips by HP representatives to that country.

The decade is marked by significant growth in earnings and employment, with HP passing the $1

billion mark in sales in 1976. The company will pass the $2 billion mark three years later in 1979.

Toward the end of the decade, Bill Hewlett and Dave Packard delegate day-to-day operating

management of the company to John Young.

HP becomes a major player in the computer industry in the 1980s with

a full range of computers, from desktop machines to portables to

powerful minicomputers. HP also links computers with its electronic

instruments and medical and analytical products, making them faster

and more powerful.

HP makes its entry into the printer market with the launch of inkjet printers and laser printers thatconnect to personal computers. HP's high-quality, inexpensive inkjet printers spell the end of dot-

matrix printers. The HP LaserJet printer line, which debuts in 1984, goes on to become the

company's most successful single product line ever. The quality and reliability of HP's printers make

HP a highly recognizable brand by both consumers and businesses.

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The HP-35, the

world's first

scientific

handheld

calculator

HP-150 Touchscreen

and HP LaserJet


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On June 2, HP completes divestiture of Agilent Technologies. As a result of the distribution of

shares of Agilent Technologies common stock, Agilent Technologies is now a fully independent

company.

Carly Fiorina is named chairman of the board of directors on September 22.

HP marks advances in the area of Internet infrastructure, introducing the high-end Superdome server

line in September.

In October, HP announces a new business initiative focused on emerging markets. Called HP e-

Inclusion, the program addresses the digital divide by fostering sustainable, profitable businesses in

developing countries.

In 2004, Fortune 500 ranking H.P. Ranks 11th

In January, HP announces its digital entertainment strategy: an array

of products and partnerships aimed at

transforming the way people experience music, movie, TV,

photographs and digital entertainment content.

In February, HP dual lists its common stock on the Nasdaq stock

market.

In April, HP wins the Corporate Innovation Award from the Institute of Electrical and Electronic

Engineers (IEEE) for the development and commercialization of thermal inkjet technology.

In August, new digital entertainment products are rolled out, including Vivera inks, plasma and LCD

flat-panel TVs, and the HP Digital Entertainment Center, which allows consumers to manage music,

movies and photos from a single device in a living room setting.

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HP Chairman and CEO Carly Fiorina steps down in February. In March,2005 HP names Mark Hurd

to serve as CEO and president.

In April, HP acquires online photo service Snapfish.

In July, HP announces a breakthrough, scalable printing platform. The inkjet print head is fabricated

as one unit via a photolithographic process, rather than welded together in post-production. HP also

unveils the worlds fastest home photo printing devices.

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FUTURE PROJECT

From HP lab"In the future we'll only travel when we want to and not when we need to," says HP Fellow Norm

Jouppi. Jouppi, who last year joined HP Labs from Compaq's Western Research Lab, is playing a

major part in making that future a reality. Working in HP Labs' Mobile and Media Systems, Jouppi

and his team of researchers have created what they call Mutually-Immersive Mobile Telepresence --

BiReality, for short. Put at its simplest, BiReality allows you to be in two places at the same time.

Imagine being in a meeting, seeing and hearing everyone there clearly and life-sized -- and yet being

a thousand miles away in your office. That's BiReality.

Robot is your stand-in

Jouppi's technology is about giving you (and the people you are visiting) the sense that you are

really present in that remote place, to the point that you can catch the eye of someone in the room, or

even whisper an aside to them. without you having to be there at all.To make BiReality work, Jouppi

and his team have created what they call a surrogate, a machine that does the traveling for you.

This robot-like device can go anywhere that a wheelchair can. It carries sets of cameras and

microphones that give a 360-degree audio and video view of its surroundings, displaying your head

on four flat panel displays. The displays can be at either sitting or standing height.

Beats videoconferencingWhile Bi-Reality stands in for you, you sit back in a room at your office and move the surrogate

around with a computer game-style joystick. The room contains projectors that display a 360-degree

view of the remote location on screens all around you. Coupled with near-perfect 360-degree sound

reproduction, you have the sense of really being in that far-off place.

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"Business travel is

time-consuming,

expensive and a

hassle," says Jouppi.

"Then there are

environmental

considerations -- each

cross-country flight

produces tons of

carbon dioxide."

Video conferencing, the current best alternative to traveling for a meeting, leaves much to be

desired. As anyone who has used videoconferencing will attest, the person you see in the small,

jittery picture on the screen in one corner of the room hardly seems a real participant in the meeting.It's even worse for the person on the remote end, who often can't see or hear the proceedings well

enough to participate.

HP Labs India was established in February 2002 to create a world-class lab with a focus on the

needs of Emerging Markets such as India. The mission of this lab is to generate ICT innovations

targeted at the world's emerging economies by understanding relevant social, cultural, economic and

technological drivers.

The motivation for our work is to extend the advantages of technology beyond the population that

now has access to some form of ICT, and to serve a much larger segment of the society.

HP Labs India is headquartered in Bangalore, India. It works closely with other units of HP Labs

worldwide, as well as the business units of HP. In Bangalore, it is hosted by Hewlett-Packard India.

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We also work with other like-minded organizations, and have set up a joint lab with IIT Madras,

focusing on technologies for developing markets. The objective of the joint lab is to provide an

environment for HP employees to work with faculty, research staff and students in the creation of

communication technologies.

Research at HP Labs India has a multi-disciplinary character. Currently our emphasis is on:

Language technology, including handwriting and speech communication interfaces forcomputers

Appropriate access devices to provide Internet and computing access at low cost;

equipment and software that can be used in a shared mode, to enable access to the

benefits of ICT to those who cannot afford to acquire standard equipment.

Communication concepts and techniques relevant to the environment of small towns and

rural areas in developing countries.

Understanding the socio-economic context of the bulk of the population, from a point of

view of identifying potential uses of ICT to this segment.

New models for human interaction with IT equipment and software, to offer easily usable

and trouble free interfaces to the above-mentioned segment of the population.

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Vision

HP Labs India aims to:

Do leading edge research

Act as a Change Agent

Partner with like minded institutions in order to create innovations that Improve quality of

life

Provide access to information infrastructure

Enhance productivity of individuals and businesses

Create economic opportunities for participation in the economy

Open up new markets for HP taking into consideration

Purchasing power

Literacy levels

Communication infrastructure

Local language needs of emerging markets like India.

Almost like being there

With BiReality, says Jouppi, "everything's presented life-size. We preserve colors accurately. We

not only preserve eye contact, but we preserve gaze. So I can tell what you are looking at when

you're not looking at me. I can tell if you are looking at your notes or if you're looking at the clock

and all those things are important cues."

All this adds up to what Jouppi calls an immersive environment.

Given the awfulness of videoconferencing, and the time and money that most businesses spend on

travel every year, it's surprising that few others are working to create immersive environments.

"It's kind of obvious when you think about it in retrospect," reflects Jouppi. But perhaps that's what

defines a really good new idea."

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Virtual reality for the office

The idea that became BiReality came out of Jouppi's own unsatisfying experiences with

videoconferencing. While working on a new graphics accelerator chip, he had used early

videoconferencing hardware. At first, he recalls, "it was just a source of humor, as opposed to

actually being useful."

But the experience got him thinking. "I'd seen a lot of people doing virtual reality, trying to make

immersive fake worlds," he says. "I was interested in making an immersive depiction of the real

world."

Jouppi had already made a name for himself in microprocessor and graphics chip architecture -- he

was recently named a Fellow of the IEEE for his contributions to the design and analysis of high-

performance processors and memory systems -- when he began looking for new challenges.

Patents pending

And although the dawn of a commercial version of the BiReality system is still some years off,

Jouppi and his team have a string of patent applications pending for their work in Mutually-

Immersive Telepresence.

Having been part of a much smaller research presence at Compaq (as part of a research lab that

Compaq inherited from Digital Equipment Corporation), Jouppi's happy to have found a home at HP

Labs.

"It's exciting to be part of a place where they have 'invent' a part of the corporate logo," he says.

"Innovation is always exciting."

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SOLUTION

Internal creative marketing team at the lottery.

CRM solution that allows them to track important customer information and integrate that

information into marketing pieces.

A print provider that understood the benefits of variable print data.The creative team at the Lottery is instrumental in driving the usage of personalized marketing.

customer database information that is gathered off the web registration.

Graphics Avenue, a Boise, Idaho based company played a key role in both educating the customer

on the opportunities with variable print data as well as the ability of the hp/Indigo digital print

solution. Dave Street, owner of Graphics Avenue noted, Currently the Idaho Lottery is using

simple personalization which is used in the barcode and coupon applications. In some applications

they are mixing traditional press with digital customization. Depending on the job size they can use

full digital and remain cost competitive.

Digital printer: The biggest benefit to digital printing overall right now is the flexibility. The lottery

chose to use the solution because they could cost effectively print smaller quantities, saving up to

20%, they were also able to preview the actual output. Most importantly, they realized the flexibility

and effectiveness of using their database for customized marketing pieces that gained attention.

Enrollment is up from 14,000 to over 40,000 participants as a direct result of the customized targeted

marketing. Additionally, we have a real strong usage of our website, states Hoff. Key results are as

follows: up by over 26,000 participants

Database that allows the Lottery to segment and use marketing dollars effectively

track customer buying behavior

target spending.

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B RAND PREFRENCE

People begin to develop preferences at a very early age within any product category mostconsumers have a group of brands that compromise their preferences set.These are the four or five

up market brands the consumer will consider when making a purchase. When building preference,

the goal is to first get on the consumers preference sets, and then to move up the sets hierarchy to

become the brand consumers prefer the most their up market brand. Gaining and maintaining

consumer preference is a battle that is never really won.

Definitions of brand preference are as follows:-

Selective demand for a company's brand rather than a product; the degree to which

consumers prefer one brand over another

The percentage of people who claim that a particular brand is their first choice.

In every product category, consumers have more choices, more information and higher

expectations than ever before. To move consumers from trial to preference, brands need to deliver

on their value proposition, as well as dislodge someone else from the consumer's existing

preference set.

Preference is a scale, and brands move up, down and even off that scale with and without a

vigilant brand management strategy. Pricing, promotional deals and product availability all have

tremendous impact on the position of our brand in the consumers preference set. If all things are

equal, the best defence is to make us more relevant to consumers than the competition. The brands

potential can only be fulfilled by continually reinforcing its perceived quality, upmarket identity

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and relevance to the consumer. The same branding activities that drive awareness also drive

preference. And, while awareness alone will not sustain preference, it will improve the brands

potential for building and maintaining preference.

With a great story and a large enough investment, awareness can be attained rather quickly. It

takes time, however, and constant revaluation to build brand preference. Aristotle professed, We

are what we repeatedly do. Excellence then is not an act, but a habit. Attaining and sustaining

preference is an important step on the road to gaining brand loyalty. The ability to generate more

revenue, gain greater market share and beat off the competition is the reward given by consumer

toward particular brand.

Brand preference is the Selective demand for a company's brand rather than a product; the

degree to which consumers prefer one brand over another. In an attempt to build brand preference

advertising, the advertising must persuade a target audience to consider the advantages of a brand,

often by building its reputation as a long-established and trusted name in the industry. If the

advertising is successful, the target customer will choose the particular brand over other brands in

any category

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Basic communications model for development of brand preference

To better understand the process of brand preference, let's first look at a basic communications

model.

The five components of this model are sender, medium, filter, receiver, and feedback. On a daily

basis, we are exposed to messages (sender/medium) via our radio, television, billboards, Internet,

mail, and word-of-mouth.

Although these messages are pervasive, we continually screen out (perceptual screen) or ignore

content that has little or no relevance to us. All messages are coded patterns and sensations colors,

sounds, odors, shapes, etc.

Those messages deemed recognizable, or a basis for a relationship, are decoded and stored in our

memory (filter/screen). A successful convergence between sender and receiver will result in some

type of response to a brand's compelling message (feedback).

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Stored experiences in our long-term memory are connected through a series of nodes and networks.

An example could be all the associations you might have with the word Starbucksincluding

coffee, rich aroma, relaxing, sofa, earth tones, etc. As presented by Shultz and Barnes,

"This node and connection process, called spreading activation, makes every person different

(Strategic Brand Communications Campaigns, 1999). Since we all have different experiences,

connections, and relationships, this supports a theory that the consumer, not the organization, owns

the brand.

Consumer prefer particular brand because they find it easier to interpret what benefits brand

offers feel more confident of it and get more satisfaction from using it and get more satisfaction

from using it. Because of such consumer preference, the brand can charge a higher price,

command more loyalty, and run more efficient marketing programmers (e.g. it can spend more

retailer incentive and it cost less to launch brand extension) .The brand preference therefore

command a higher asset value.

BRAND PREFERENCE CHOICE CRITERIA

There are six criteria choose brand preference. The first three elements categorized as Brand

Building in terms of how brand preference can be built up. And last three elements are known as

Defensive because it preserved in the face of different opportunity or different brands available

in market.

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Memorable: - How easily particular brand are recalled? How easily recognized? Is this true

at both purchased and consumption.

Like when the time of purchase, a customer recalls the brand such as HP, EPSON etc

Meaningful:-To what extent particular brand prefer in corresponding category? Does it

suggest something about a product ingredient or the type of person who might use the

Brand?

E.g. hp printers and canon printers.

Likeability:-How aesthetically appealing do customer finds the brand element? Is it

inherently likeable visually, verbally and in other ways? Concrete brand name such as

HP, ESPON etc

Transferablity:- Can the brand element be used to introduce the new product in the same or

different categories? To what extent does the brand add to brand equity across geographical

boundaries and market segments?

Adaptability:-How adaptable and updatable is the brand element? E.g. hp printers, Delhis

Largest selling printers.

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Protectable:- How legally protectable is the brand element? How comparatively protectable?

Can it easily copy? It is important that names that becomes synonymous with product

categories. Such as Xerox, Fiberglass.

In order to purchase the product

In order to understand the psychology of brand preference, I examined a basic communications

model and the process of receiving/filtering messages.

Several truisms concerning how a brand is positioned in the marketplace revealed the

challenges with

study of comparative analysis of brand preference of h.p computers with five major players in delhi...

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