Final Dissertation

CHAPTER 1
INTRODUCTION
AMITY GLOBAL BUSINESS SCHOOL Page 1

Introduction
Marketing
Different people have defined marketing in different ways. n his book, The Practice of
Management, Peter Drucker wrote that "Because the purpose of business is to create a
customer, the business enterprise has two--and only two--basic functions: marketing and
innovation. Marketing and innovation produce results; all the rest are costs. Marketing is
the distinguishing, unique function of the business."
In the words of Philip Kotler, ―Marketing is a Human activity directed at satisfying needs
and wants through exchange processes‖
The Chartered Institute of Marketing has defined Marketing as the management process
of anticipating, identifying and satisfying customer requirements profitably.
Take these definitions collectively and a comprehensive definition of marketing,

applicable to both business and non-business environments, emerges:
Processes, functions, exchanges or activities -- even if they involve "war" between

competitors – that create perceived value by satisfying needs of those involved in the
transaction. These processes succeed in moving people closer to making a decision to
purchase and facilitate a "sale." Afterwards, these processes anticipate, identify and
satisfy customer requirements profitably and successfully manage existing relationships.

Branding
Introduction to branding-
A brand is a name, term, symbol or a design or a combination of them which is intent to

identify the goods or services of one seller or group or sellers and to the differentiate
them from those of competitors.
Branding is the process of finding and fixing the means of indentification. It is nothing
but naming the product.
Role of Branding
Brand names came to create identity to distinguish one product from another. Identifying
is essential to competition because, without a means of identification there is no way of
making a choice expects happenstance. Brand names not only fluctuate choice but they
spur to a responsible action. Following points pin down its precious role:
1) Brand is a Massive Asset: Brand is considered intangible asset because all

physical assets such as plant, equipment, inventory, building, stock and bonds can
be duplicated and copied very easily. However, it is almost impossible to
duplicate brand name. It has been proved, as there have been many cases where
the firms have gone to hell still, brand remained high in the sky
2) Brand is a promotional tool: Sales promotion is founded on the idea of product
identification or product differentiation. This difference is done by a brand. Major
weapon of product popularization is advertising. And it is a futile to advertise a
product without a brand name. Even the work of sales man would be failure in the
absence of the brand name. Thus, branding plays a high creative role in
determining the success or failure of the product.
3) Brand is a weapon to protect market: Once the consumer has tried and liked a
product, the brand enables him to identify so well that he is tempted levy it again.
In other words presence of brand names will produce repeated purchases.

4) Brand is a means of identification for customers: Brand is the earliest way of
identifying product or service that a customer likes. For customers, brand is value,
quality, personality, prestige and image.
A Good Brand Name
Certain factors make a brand name a good one, they are:
1) It must be easy to pronounce and remember. For instance, ―HOECHEST‖ is

difficult to pronounce. On the other hand, ‗Murphy Baby‘ and ‗Click‘ is easy to
pronounce.
2) It should be short and sweet. The name must be short, yet sweet, appealing to
eyes, ears and brains. HP, Tata are such kinds
3) It should point out Producer. The name or symbol should be given connotation of
the product, producer, etc. The best example is AMUL
4) It should be legally protectible. The brand name must lend them for legal
protection. A brand name legally recognized is known as trade mark.
5) It should be original. It must not be easily copied by others.
Types of Brands
Brands are grouped mainly into two categories.
a) Manufacturer‘s brands are national brands and private brands or distributor

brands: These are those which are used by manufacturers on a nation wide scale.
Private brands are those which are used by the wholesaler. Retailers or
distributors on relatively small scale.
b) Single or blanket brand and Multiple Brands, the same brand name is used by the
manufacturer for marketing all his products. On the other hand, multiple brands
mean using different brands for the various products of the name manufacturers.

Operational definition of the concept
Market:
Though for many people market means a place, it stands for an atmosphere or region
which the forces of demand or supply operates directly or by means of which buyers and
sellers are in contact in one another which makes possible. Changes in the title of the
goods in the market are a mechanism or means to settle the terms of exchange.
Marketing:
It is the process of exchange of merchandise that involves two distinct aspects- mental
and physical. It is the creation of place time and ownership utilities, it is a set of activities
that direct the flow of goods from the producers of final consumers at appropriate time,
price.
Market research
It refers to the method of finding and analyzing facts to assist managers in making
rational marketing decisions. It is the systematic gathering, recording and analyzing of
data about the problem relating to the marketing of goods and service.
Consumer Behavior:
Consumer behaviouur is to do with the activities of individuals in obtaining and using the
goods services; it encompasses the decision making processes that provides and
determines purchases.
Product
Product is the sum of physical and psychological satisfaction, it is anything that is

potentially valued by a target market for the benefits or satisfaction it provides, including
objectives, services, organization, place, people and idea.

Customer satisfaction
Customer satisfaction is commonly abbreviated CS, is a business term which is used to
capture the idea of measuring how satisfied an enterprise's customers are with the
organization's efforts in a marketplace. It is seen as a key business performance indicator
and is part of the four perspectives of a Balanced Scorecard.
Every organization has customers of some kind. The organization provides products
(goods and/or services) of some kind to its customers through the mechanism of a
marketplace. The products the organization provides are subject to competition whether
by similar products or by substitution products.
Measuring Customer Satisfaction
Customer satisfaction is an ambiguous and abstract concept and the actual manifestation
of the state of satisfaction will vary from person to person and product/service to
product/service. The state of satisfaction depends on a number of both psychological and
physical variables which correlate with satisfaction behaviors such as return and
recommend rate. The level of satisfaction can also vary depending on other options the
customer may have and other products against which the customer can compare the
organization's products.
Because satisfaction is basically a psychological state, care should be taken in the effort
of quantitative measurement, although a large quantity of research in this area has
recently been developed. Work done by Berry, Brodeur between 1990 and 1998 defined
ten 'Quality Values' which influence satisfaction behavior, further expanded by Berry in
2002 and known as the ten domains of satisfaction. These ten domains of satisfaction
include: Quality, Value, Timeliness, Efficiency, Ease of Access, Environment, Inter-
departmental Teamwork, Front line Service Behaviors, Commitment to the Customer and
Innovation. These factors are emphasized for continuous improvement and organizational
change measurement and are most often utilized to develop the architecture for

satisfaction measurement as an integrated model. Work done by Parasuraman, Zeithaml
and Berry between 1985 and 1988 provides the basis for the measurement of customer
satisfaction with a service by using the gap between the customer's expectation of
performance and their perceived experience of performance. This provides the measurer
with a satisfaction "gap" which is objective and quantitative in nature. Work done by
Cronin and Taylor propose the "confirmation/disconfirmation" theory of combining the
"gap" described by Parasuraman, Zeithaml and Berry as two different measures
(perception and expectation of performance) into a single measurement of performance
according to expectation. According to Garbrand, customer satisfaction equals perception
of performance divided by expectation of performance.
The usual measures of customer satisfaction involve a survey instrument with a set of
statements using a Likert Technique or scale. The customer is asked to evaluate each
statement and in term of their perception and expectation of the performance of the
organization being measured.
Evolution of Laptops
A laptop computer, or simply laptop (also notebook computer or notebook), is a small

mobile computer, which usually weighs 2.2-18 pounds (1-6 kilograms), depending on
size, materials, and other factors.
While the terms laptop and notebook are often used interchangeably, "laptop" is the older
term, introduced in 1983 with the Gavilan SC. "Notebook computer" is a later coinage,
which was used to differentiate smaller devices such as those of the NEC UltraLite and
Compaq LTE series in 1989, which were, in contrast to previous laptops, the approximate
size of an A4 or letter size paper sheet.[1] The terms are imprecise: due to heat and other
issues, many laptops are inappropriate for use on one's lap, and most notebooks are not
the size of typical letter or A4 paper notebook. Although some older portable computers,
such as the Macintosh Portable and certain Zenith TurbosPort models, were sometimes
described as "laptops", their size and weight were too great for this category.

Laptops usually run on a single battery or from an external AC/DC adapter which can
charge the battery while also supplying power to the computer itself.
As personal computers, laptops are capable of the same tasks as a desktop PC, although
they are typically less powerful for the same price. They contain components that are
similar to their desktop counterparts and perform the same functions, but are miniaturized
and optimized for mobile use and efficient power consumption. Laptops usually have
liquid crystal displays and most of them use different memory modules for their random
access memory (RAM), for instance, SO-DIMM in lieu of the larger DIMMs. In addition
to a built-in keyboard, they may utilize a touchpad (also known as a trackpad) or a
pointing stick for input, though an external keyboard or mouse can usually be attached.
Many schools have taken in laptop based programs in which every student receives a
laptop for school use only. The operating system is configured (or a third party program
is installed) to limit the student's access to perform administrative tasks such as hardware
or software installation, or operating system modifications. Students are generally
permitted to use these systems to take notes, write papers, and perform other school-
related activities.
Categories
Terms sometimes used for subtypes of laptop computers include:
Ultraportables
Laptops with screens typically less than 12 inches diagonally and a weight of less than
1.7kg. Their keyboards are usually not full-size. Their primary audience is usually
business travelers, who need small, light laptops. Ultraportables are often very expensive,
have extended battery and/or battery life, house power-saving CPUs and almost always
have integrated graphics.

Thin-and-lights
Laptops usually weighing in between 1.8kg and 2.8kg with a screen size of between 12
and 14 inches diagonally. Examples of this variety: the Sony VAIO FJ, Apple MacBook
and Dell XPS M1210.
Medium-sized laptops
These usually have screens of 14 - 15.4 inches diagonally and a weight of around 3-
3.5kg. They usually sacrifice a little computing power for smaller dimensions and longer
battery life, although the length and width are usually determined by the screen size.
Desktop replacement computers
Powerful laptops meant to be mainly used in a fixed location and infrequently carried out
due to their weight and size; the latter provides more space for powerful components and
a big screen, usually measuring 17-20 inches. Desktop replacements tend to have limited
battery life, rarely exceeding three hours, because the hardware is not optimized for
efficient power usage.
History
Before laptop/notebook computers were technically feasible, similar ideas had been
proposed, most notably Alan Kay's Dynabook concept, developed at Xerox PARC in the
early 1970s.
The first commercially available portable computer was the Osborne 1 in 1981, which
used the CP/M operating system. Although it was large and heavy compared to today's
laptops, with a tiny CRT monitor, it had a near-revolutionary impact on business, as
professionals were able to take their computer and data with them for the first time. This
and other "luggables" were inspired by what was probably the first portable computer, the
Xerox NoteTaker, again developed at Xerox PARC, in 1976; however, only ten

prototypes were built. The Osborne was about the size of a portable sewing machine, and
importantly could be carried on a commercial aircraft. However, it was not possible to
run the Osborne on batteries; it had to be plugged in.
A more enduring success was the Compaq Portable, the first product from Compaq,
introduced in 1983, by which time the IBM Personal Computer had become the standard
platform. Although scarcely more portable than the Osborne machines, and also requiring
AC power to run, it ran MS-DOS and was the first true IBM clone (IBM's own later
Portable Computer, which arrived in 1984, was notably less IBM PC-compatible than the
Compaq[citation needed]).
Another significant machine announced in 1981, although first sold widely in 1983, was
the Epson HX-20. A simple handheld computer, it featured a full-transit 68-key
keyboard, rechargeable nickel-cadmium batteries, a small (120 x 32-pixel) dot-matrix
LCD display with 4 lines of text, 20 characters per line text mode, a 24 column dot
matrix printer, a Microsoft BASIC interpreter, and 16 kB of RAM (expandable to 32 kB).
However, arguably the first true laptop was the GRiD Compass 1101, designed by Bill
Moggridge in 1979-1980, and released in 1982. Enclosed in a magnesium case, it
introduced the now familiar clamshell design, in which the flat display folded shut
against the keyboard. The computer could be run from batteries, and was equipped with a
320×200-pixel plasma display and 384 kilobyte bubble memory. It was not IBM-
compatible, and its high price (US$ 8-10,000) limited it to specialized applications.
However, it was used heavily by the U.S. military, and by NASA on the Space Shuttle
during the 1980s. The GRiD's manufacturer subsequently earned significant returns on its
patent rights as its innovations became commonplace. GRiD Systems Corp. was later
bought by Tandy (RadioShack).
Two other noteworthy early laptops were the Sharp PC-5000 and the Gavilan SC,
announced in 1983 but first sold in 1984. The Gavilan was notably the first computer to
be marketed as a "laptop". It was also equipped with a pioneering touchpad-like pointing
device, installed on a panel above the keyboard. Like the GRiD Compass, the Gavilan

and the Sharp were housed in clamshell cases, but they were partly IBM-compatible,
although primarily running their own system software. Both had LCD displays, and could
connect to optional external printers.
The year 1983 also saw the launch of what was probably the biggest-selling early laptop,
the Kyocera Kyotronic 85, which owed much to the design of the previous Epson HX-20.
Although it was at first a slow seller in Japan, it was quickly licensed by Tandy
Corporation, Olivetti, and NEC, which saw its potential and marketed it respectively as
TRS-80 Model 100 line (or Tandy 100), Olivetti M-10, NEC PC-8201.[2] The machines
ran on standard AA batteries. The Tandy's built-in programs, including a BASIC
interpreter, a text editor, and a terminal program, were supplied by Microsoft, and are
thought to have been written in part by Bill Gates himself. The computer was not a
clamshell, but provided a tiltable 8×40-character LCD screen above a full-travel
keyboard. With its internal modem, it was a highly portable communications terminal.
Due to its portability, good battery life (and ease of replacement), reliability (it had no
moving parts), and low price (as little as US$ 300), the model was highly regarded,
becoming a favorite among journalists. It weighed less than 2 kg with dimensions of
30 × 21.5 × 4.5 cm (12 × 8.5 × 1.75 inches). Initial specifications included 8 kilobyte of
RAM (expandable to 24 kB) and a 3 MHz processor. The machine was in fact about the
size of a paper notebook, but the term had yet to come into use and it was generally
described as a "portable" computer.
Among the first commercial IBM-compatible laptops were the IBM PC Convertible,
introduced in 1986, and two Toshiba models, the T1000 and T1200, introduced in 1987.
Although limited floppy-based DOS machines, with the operating system stored in read-
only memory, the Toshiba models were small and light enough to be carried in a
backpack, and could be run off lead-acid batteries. These also introduced the now-
standard "resume" feature to DOS-based machines: the computer could be paused
between sessions, without having to be restarted each time.
Another early laptop was the Dulmont Magnum, made in Australia and launched
internationally in 1984. See http://www.old-computers.com/museum/doc.asp?c=764 .

The first laptops successful on a large scale came in large part due to a Request For
Proposal (RFP) by the U.S. Air Force in 1987. This contract would eventually lead to the
purchase of over 200,000 laptops. Competition to supply this contract was fiercely
contested and the major PC companies of the time; IBM, Toshiba, Compaq, NEC, and
Zenith Data Systems (ZDS), rushed to develop laptops in an attempt to win this deal.
ZDS, which had earlier won a landmark deal with the IRS for its Z-171, was awarded this
contract for its SupersPort series. The SupersPort series was originally launched with an
Intel 8086 processor, dual floppy disk drives, a backlit, blue and white STN LCD screen,
and a NiCD battery pack. Later models featured an Intel 80286 processor and a 20MB
hard disk drive. On the strength of this deal, ZDS became the world's largest laptop
supplier in 1987 and 1988.
ZDS partnered with Tottori Sanyo in the design and manufacturing of these laptops. This
relationship is notable because it was the first deal between a major brand and an Asian
OEM (Original Equipment Manufacturer). At the time, Compaq, IBM, Toshiba, NEC,
etc. all designed and manufactured their own machines. However, after the success of the
ZDS offering other relationships, like Compaq and Citizen, soon followed. At this time
the quality of Japanese engineering and manufacturing in conjunction with the strength of
the dollar relative to the yen (typically about 130 Yen = $1) drove most brands to
suppliers in Japan. Companies such as Sanyo, Tottori Sanyo, Citizen, and Casio were all
heavily involved in this business as OEMs. However, by the mid-1990s a weakening
dollar and the rising viability of Taiwanese OEMs such as Acer, Quanta, Compal,
Twinhead, and Chicony lead the supply base to rapidly shift from Japan to Taiwan.
Additionally, brands which were more nimble and relied less on internal engineering
such as Gateway, Dell and Micron began to rise quickly to leadership positions.
Combinations such as Dell/Compal and Gateway/Quanta eventually became powerhouse
partnerships and greatly contributed to the prominence of Taiwanese OEMs as the center
of PC manufacturing from about 1995 onward.
Another notable computer was the Cambridge Z88, designed by Clive Sinclair,
introduced in 1988. About the size of an A4 sheet of paper as well, it ran on standard
batteries, and contained basic spreadsheet, word processing, and communications

programs. It anticipated the future miniaturization of the portable computer; and, as a
ROM-based machine with a small display, can — like the TRS-80 Model 100 — also be
seen as a forerunner of the personal digital assistant.
By the end of the 1980s, laptop computers were becoming popular among business
people. The NEC UltraLite, released in mid-1989, was perhaps the first notebook
computer, weighing just over 2 kg; in lieu of a floppy or hard drive, it contained a
2 megabyte RAM drive, but this reduced its utility as well as its size. The first notebook
computers to include hard drives were those of the Compaq LTE series, introduced
toward the end of that year. Truly the size of a notebook, they also featured grayscale
backlit displays with CGA resolution.
The first Apple Computer machine designed to be used on the go was the 1989
Macintosh Portable (although an LCD screen had been an option for the transportable
Apple IIc in 1984). Actually a "luggable", the Mac Portable was praised for its clear
active matrix display and long battery life, but was a poor seller due to its bulk. In the
absence of a true Apple laptop, several compatible machines such as the Outbound
Laptop were available for Mac users; however, for copyright reasons, the user had to
supply a set of Mac ROMs, which usually meant having to buy a new or used Macintosh
as well.
The Apple PowerBook series, introduced in October 1991, pioneered changes that are
now de facto standards on laptops, such as the placement of the keyboard, room for palm
rest, and the inclusion of a built-in pointing device (a trackball). The following year, IBM
released its Thinkpad 700C, featuring a similar design (though with a distinctive red
TrackPoint pointing device).
Later PowerBooks introduced the first 256-color displays (PowerBook 165c, 1993), and
first true touchpad, first 16-bit sound recording, and first built-in Ethernet network
adapter (PowerBook 500, 1994).
The summer of 1995 was a significant turning point in the history of notebook
computing. In August of that year Microsoft introduced Windows 95. It was the first time

that Microsoft had placed much of the power management control in the operating
system. Prior to this point each brand used custom BIOS, drivers and in some cases,
ASICs, to optimize the battery life of its machines. This move by Microsoft was
controversial in the eyes of notebook designers because it greatly reduced their ability to
innovate; however, it did serve its role in simplifying and stabilizing certain aspects of
notebook design. Windows 95 also ushered in the importance of the CD-ROM drive in
mobile computing and initiated the shift to the Intel Pentium processor as the base
platform for notebooks. The Gateway Solo was the first notebook introduced with a
Pentium processor and a CD-ROM. By also featuring a removable hard disk drive and
floppy drive it was the first three-spindle (optical, floppy, and hard disk drive) notebook
computer. The Gateway Solo was extremely successful within the consumer segment of
the market. In roughly the same time period the Dell Latitude, Toshiba Satellite, and IBM
Thinkpad were reaching great success with Pentium-based two-spindle (hard disk and
floppy disk drive) systems directed toward the corporate market.
As technology improved during the 1990s, the usefulness and popularity of laptops
increased. Correspondingly prices went down. Several developments specific to laptops
were quickly implemented, improving usability and performance. Among them were:
Improved battery technology. The heavy lead-acid batteries were replaced with
lighter and more efficient technologies, first nickel cadmium or NiCD, then nickel
metal hydride (NiMH) and then lithium ion battery and lithium polymer.
Power-saving processors. While laptops in 1991 were limited to the 80286
processor because of the energy demands of the more powerful 80386, the
introduction of the Intel 386SL processor, designed for the specific power needs
of laptops, marked the point at which laptop needs were included in CPU design.
The 386SL integrated a 386SX core with a memory controller and this was paired
with an I/O chip to create the SL chipset. It was more integrated than any previous
solution although its cost was higher. It was heavily adopted by the major
notebook brands of the time. Intel followed this with the 486SL chipset which
used the same architecture. However, Intel had to abandon this design approach as
it introduced its Pentium series. Early versions of the mobile Pentium required

TAB mounting (also used in LCD manufacturing) and this initially limited the
number of companies capable of supplying notebooks. However, Intel did
eventually migrate to more standard chip packaging. One limitation of notebooks
has always been the difficulty in upgrading the processor which is a common
attribute of desktops. Intel did try to solve this problem with the introduction of
the MMC for mobile computing. The MMC was a standard module upon which
the CPU and external cache memory could sit. It gave the notebook buyer the
potential to upgrade his CPU at a later date, eased the manufacturing process
some, and was also used in some cases to skirt U.S. import duties as the CPU
could be added to the chassis after it arrived in the U.S. Intel stuck with MMC for
a few generations but ultimately could not maintain the appropriate speed and
data integrity to the memory subsystem through the MMC connector.
Improved liquid crystal displays. In particular active-matrix TFT (Thin-Film
Transistor) LCD technology. Early laptop screens were black and white, blue and
white, or grayscale, STN (Super Twist Nematic) passive-matrix LCDs prone to
heavy shadows, ghosting and blurry movement (some portable computer screens
were sharper monochrome plasma displays, but these drew too much current to be
powered by batteries). Color STN screens were used for some time although their
viewing quality was poor. By about 1991 , two new color LCD technologies hit
the mainstream market in a big way; Dual STN and TFT. The Dual STN screens
solved many of the viewing problems of STN at a very affordable price and the
TFT screens offered excellent viewing quality although initially at a steep price.
DSTN continued to offer a significant cost advantage over TFT until the mid-90s
before the cost delta dropped to the point that DSTN was no longer used in
notebooks. Improvements in production technology meant displays became
larger, sharper, had higher native resolutions, faster response time and could
display color with great accuracy, making them an acceptable substitute for a
traditional CRT monitor.
Improved hard disk technology. Early laptops and portables had only floppy
disk drives. As thin, high-capacity hard disk drives with higher reliability and
shock resistance and lower power consumption became available, users could

store their work on laptop computers and take it with them. The 3.5" HDD was
created initially as a response to the needs of notebook designers that needed
smaller, lower power consumption products. With continuing pressure to shrink
the notebook size even further, the 2.5" HDD was introduced.
Improved connectivity. Internal modems and standard serial, parallel, and PS/2
ports on IBM PC-compatible laptops made it easier to work away from home; the
addition of network adapters and, from 1997, USB, as well as, from 1999, Wi-Fi,
made laptops as easy to use with peripherals as a desktop computer.
Upgradeability
Laptops' upgradeability is severely limited, both for technical and economic reasons. As
of 2006, there is no industry-wide standard form factor for laptops. Each major laptop
vendor pursues its own proprietary design and construction, with the result that laptops
are difficult to upgrade and exhibit high repair costs. With few exceptions, laptop
components can rarely be swapped between laptops of competing manufacturers, or even
between laptops from the different product-lines of the same manufacturer. Standard
feature peripherals (such as audio, video, USB, 1394, WiFi, Bluetooth) are generally
integrated on the main PCB (motherboard), and thus upgrades often require using
external ports, card slots, or wireless peripherals. Other components, such as RAM
modules, hard drives, and batteries are typically user-upgradeable.
Many laptops have removable CPUs, although support for other CPUs is restricted to the
specific models supported by the laptop motherboard. The socketed CPUs are perhaps for
the manufacturer's convenience, rather than the end-user, as few manufacturers try new
CPUs in last year's laptop model with an eye toward selling upgrades rather than new
laptops. In many other laptops, the CPU is soldered and non-replaceable. [6]
Many laptops also include an internal MiniPCI slot, often occupied by a WiFi or
Bluetooth card, but as with the CPU, the internal slot is often restricted in the range of
cards that can be installed. The widespread adoption of USB mitigates I/O connectivity to
a great degree, although the user must carry the USB peripheral as a separate item.

NVidia and ATI have proposed a standardized interface for laptop GPU upgrades (such
as an MXM), but again, choices are limited compared to the desktop PCIe/AGP after-
market.
Performance
For a given price range (and manufacturing base), laptop computational power has
traditionally trailed that of desktops. This is partly due to most laptops sharing RAM
between the program memory and the graphics adapter. By virtue of their usage goals,
laptops prioritize energy efficiency and compactness over absolute performance. Desktop
computers and their modular components are built to fit much bigger standard enclosures,
along with the expectation of AC line power. As such, energy efficiency and portability
for desktops are secondary design goals compared to absolute performance.
For typical home (personal use) applications, where the computer spends the majority of
its time sitting idle for the next user input, laptops of the thin-client type or larger are
generally fast enough to achieve the required performance. 3D gaming, multimedia
(video) encoding and playback, and analysis-packages (database, math, engineering,
financial, etc.) are areas where desktops still offer the casual user a compelling
advantage.
With the advent of dual-core processors and perpendicular recording, laptops are
beginning to close the performance gap with PCs. Intel's Core 2 line of processors is
efficient enough to be used in portable computers, and many manufacturers such as
Apple Computer and Dell are building Core 2 based laptops. Also, many high end laptop
computers feature mobility versions of graphics cards, eliminating the performance losses
associated with integrated graphics.

CHAPTER 2
INDUSTRY PROFILE

Industry Profile
When luxury turns necessity and brings exotic stuff within reach, it gives one a great
feeling. Today employees are overwhelmed when the management presents them with a
laptop. But there's the flip side, too. Now they have a cherished laptop - and end up
working a frustrating 15 hours on it everyday.
The laptop, also known as a notebook PC, is no longer a luxury item as against the `wow'
effect it had a few years ago. Much like other commodities, it is being displayed on the
shelves of big supermarkets and retail shops, moving from the exclusive confines of
exotic showrooms.
Earlier, when the word `laptop' was uttered, one could visualise only executives carrying
it. Today all segments, including students and households, are buying these `notebooks'.
For people on the move, the laptop has become an indispensable tool. What with
overcrowded roads and traffic snarls, the average travelling time in metros such as
Mumbai and Bangalore has only gone up. Here, the laptop is a cool tool that helps
professionals to keep working and thus save time.
This also helps companies to keep their employees more productive, says an official with
an IT company. Industry sources say that desktops which was the "symbol of corporate
vanity till the other day are slowly becoming passé with notebooks now the mainstream."
The numbers too capture the growing appeal of the laptop. In the first half of the current
financial year, Indians bought nearly 153,000 notebooks, compared to 36,000 units in the
same period two years ago, said a recently released performance review of MAIT. It
added thatthe momentum in the Indian notebook market is finally in sync with the global
trend, where for the first time in 2005 notebook sales surpassed desktops sales.

This performance was led by the small and medium enterprises (SME)which, in turn, is
supplemented by bulk purchases by large enterprises. Consumption by small enterprises
grew 118 percent accounting for 17 percent of the total notebook sales to the business
segment; sales to medium-sized enterprises grew by 136 percent accounting for 21
percent, MAIT said.
Compared to the first-half of the last fiscal year, sales to large enterprises grew by 102
percent accounting for 61 percent of the total sales in the business segment.
During the period, the desktop personal computer (PC) market grossed 2.34 million units
registering a growth of 36 percent over the previous year. During April-September 2005,
the ratio of desktop-to-notebook sales declined to 15 from 22 a year ago.
"Clearly, notebooks are competing with desktops with convenience and productivity
scoring high", said MAIT adding that notebook sales have also found their way into
homes. In first half of 2005-06, about 16,000 notebooks were sold to the household
segment accounting for 13 percent of the total market.
"Notebook sales recorded a high growth of 94 per cent and also found their way into
homes. In the first half of 2005-06, about 16,000 notebooks were sold to the household
segment accounting for 13 per cent of the total market," MAIT has said, releasing the
findings of Industry Performance Review conducted jointly with IMRB.
Piyush Pushkal, Senior Analyst, Computing Products & Channels Research, IDC India,
has said in a release, "The momentum in the Indian notebook PC market is in sync with
the worldwide trend of acceptance in the small and medium-size business segment,
supplemented by bulk purchases by large enterprises. Clearly, notebook PCs are
providing tough competition to the desktop segment due to the attributes of convenience
and productivity."

Hewlett-Packard continues to lead this category with a market share of 42 per cent in unit
shipments. Lenovo and Acer are at second and third slots with market shares of 18 per
cent and 15 per cent, respectively (market share in terms of unit shipments). HP, along
with Lenovo, Acer and Toshiba, grew rapidly in this space mainly due to falling price
points, according to IDC.Data for Lenovo includes shipments for IBM PCD (including
Desktop and Notebook PCs but excluding x86 Servers and Personal Workstations)
starting Q2 of 2005. This reflects the legal status of the companies, which merged during
the second quarter of 2005, says IDC.
Spurs that helped
So what's driving this sudden awareness of notebooks? After all neither notebooks nor
laptops are new to the Indian IT users, and just like the desktops, computer makers were
trying hard for years to push sales of notebooks too.
Affordability, the increasing demand for mobile computing in a fast growing economy,
the growth of wireless telephony in India and adoption of technologies such as wireless,
are some of the key reasons for the increase in laptop sales.
"One of the biggest factor pushing sales for notebooks is the affordability factor or
reduction in prices" says Rajiev Grover, country category manager, Hewlett-Packard
India. "India's personal computer market is undergoing a major transition as premium
notebook computers are being brought to the mainstream, with almost half the prices,
compared with a year ago."
On average, the prices of entry-level notebook computers now range between $800 to a
little over $1000 compared to $1500 to over $2000 that prevailed about 12 to 18 months
back. Moreover, notebooks now cost only around $200 more than a high-end desktop
personal computer, which is also driving many desktop buyers to opt for notebooks.

The Government's step to deregulate the wireless spectrum and de-license wireless
technologies such as 802.11b and 802.11g standards has helped too. And the price
competitiveness of laptops vis-à-vis desktops has also played a major role, says Dinesh
Pai, General Manager, Dell India.
Another important development was the coming in of the zero-duty regime in April last
year — this has made laptops more accessible for the common man. The Indian customer
is benefiting from the latest technology at the lowest price possible. Educational
institutions and corporations are opting for laptops with wireless in a big way, says Pai.
However, according to Vinnie Mehta, the executive director of MAIT, another key driver
has been the growth of newer professions, that not only require different working styles
but also mobile devices for anytime-anywhere computing.
"For instance many people need not work out of an old fashioned office anymore.
Similarly many financial and marketing sector professionals need to be one the move
always," says Mehta.
"The progression actually came from mobile phones, where people in India started to
engage in mobility as a part of their business," he added.
Falling prices
Rajendra Kumar, Executive Vice-President, HCL Infosystems Ltd, the domestic PC

manufacturer, says the starting price for a laptop now is around Rs 35,000 and it goes up
to Rs 1.75 lakh, appealing to a wide spectrum of customers.With laptops being brought
into the mainstream at almost half the prices as compared to a year ago, India's computer
market is seeing exponential growth. A year ago, an entry-level laptop was at about Rs
45,000. Now it is available for under Rs 30,000. Next year, the laptop market is set for a
larger pie of the household share as well, up from 12 per cent in 2005, says Rajiev
Grover, Country Category Manager, Consumer Portables, Hewlett-Packard (HP).

India is a price-sensitive market, thus cost is certainly a key buying parameter. Zenith has
launched Intel Centrino notebooks priced at Rs 39,990 with DVD combo optical drives,
says Devita Saraf, Executive Director, Zenith Computers. Low-cost offerings will be a
good catch for first-time laptop users, as a desktop replacement. But, any decision to buy
notebooks should be made after considering various parameters.
In August 2004, Zenith launched laptops with the `Power of Seven'. Zenith has 450
dedicated retail stores and plans to grow to 1,000 stores by the end of 2006, says Saraf.
Laptops vs desktops
Laptops will not take away the desktop PC. The usage of the two depends on the user
profile. Both will co-exist with their own benefits. A desktop has a higher probability of
upgrades to increase its life with low maintenance costs, whereas laptop maintenance is
higher than the desktop PC's. Even though laptops allow more mobility, they invite more
physical security-related issues compared to desktops, he says.While the trend towards
mobility will continue to grow, "we believe the PC will never die." The future of the PC,
as we know it, is in smaller, more compact, lighter designs. The notebook of today is
probably the best example of what the home PC will look like in the future, except that it
will not cost as much. The other factor at play here is the effect of convergence and
information appliances, says Dinesh Pai, General Manager, Dell India.
And all this means that its party time for notebook vendors. But yet another important
trend that is emerging from this shift is that while the multinationals notebook vendors
are experiencing burgeoning sales, local notebook makers' cash registers aren't really
ringing that loud.
"We don't expect notebook sales to match our desktops for quite some time," says Raj
Saraf, chairman and MD, Zenith Computers, a biggish local personal computer
manufacturer that claims to sell "MNC computers and local prices."

And the reason why MNC brand names are outselling local ones is that "we have been
scoring one up on the utility factor," said the local spokesperson of Fujitsu PC Asia
Pacific. "They (MNC brands) are growing and gaining the choice of the user not just
because of the narrowing of the prices between desktop and notebooks but also because
we have amalgamated next generation technologies like Bluetooth and Wi-Fi with mobile
computing to bring more utility to notebooks."
But it is also true that MNCV brands have been more aggressive sellers. "The last couple
of years have seen intense price wars, with leading brands including Acer, HP and IBM
forever racing to slash the price of their notebooks," says Mehta of MAIT.
The PC of tomorrow will cease to be a be-all-do-all machine. The home PC would

probably morph into a hub for `intelligent' home devices performing very specialized
tasks. Add to this the capability brought on by the Internet and you have a laptop-like
machine connecting various points around the house with the added element of mobility.
However, this will take place over a few decades considering the high-low mix of
technology around the world and within boundaries, he says.
Adoption of broadband, wireless and gaming are likely to drive demand for mobility
products. Many customers may switch from desktops to notebooks due to better price
propositions and the inherent advantages of mobility products, he says.
Increasing consumer awareness, combined with the availability of wireless hotspots in

educational institutions, offices and hotels, will create an increasingly favorable
environment for notebooks, he says.
Spotlight on security
As more computer users transition to sleek notebooks/ultra sleek notebooks and access
networks from remote locations and public wireless networks, user and system security

have become a top priority. There will be more demands from customers to protect their
data, access, and network, he says.
HP plans
HP is looking at the media and entertainment space in a big way. To address this market
requirement, "we recently launched our premium range of Pavilion notebooks. Priced
between Rs 50,000 and Rs 70,000, the HP Pavilion notebooks come with a remote
control, a neon backlit keyboard and a quick play option (entertainment-related software)
to help users switch straight to, say, a movie, without waiting for the laptop to boot up."
The downside is that the battery offers low two-and-a-half-hours to three hours backup,
says Grover of HP.
The threat of the unorganized sector is miniscule. Laptops are a high-involvement

product and the consumer places a lot of emphasis on after-sales service and brand,
which the unorganized market is unable to offer. With price cuts boosting the laptop
market, companies do not see local PC assemblers as a threat.
Choose with care
DINESH Pai, General Manager, Dell India, offers some insight into making the right
choice. It is critical to understand one's own specific needs while choosing a notebook.
The priorities for mobile computing are weight, wireless performance and battery life.
Weight is undoubtedly the most critical factor. One should also pay attention to the
average run time of the notebook's battery as also built-in wireless functions.
Moreover, the processor, the memory capacity, scalability in a networked environment,

the quality and size of display, the optical drives and pointing devices, power
consumption, costs of usage, maintenance and a host of other factors determined by the

specific set of needs of each customer should also to be taken into account while
choosing a laptop.
As more computer users transition to sleek notebooks and access networks from remote
locations and public wireless networks, user and system security will become a top
priority, he says.

CHAPTER 3
COMPANY PROFILE

Company profile
About HP
The Hewlett-Packard Company (NYSE: HPQ), commonly known as HP, is currently

the world's largest information technology corporation and is known worldwide for its
printers and personal computers. Headquartered in Palo Alto, California, United States, it
has a global presence in the fields of computing, printing, and digital imaging, and also
provides software and services. The company which once catered to engineering and
medical markets now markets to households with products such as cameras and ink
cartridges found in grocery and department stores.
HP posted US$91.7 billion in annual revenue in 2006 compared to US$91.4 for IBM,
making it the world's largest technology vendor in terms of sales. HP is now the No. 1
ranking company in worldwide personal computer shipments, surpassing rival Dell,
market research firms Gartner and IDC reported in October 2006; per Gartner [2], the gap
between HP and Dell widened substantially at the end of 2006, with HP taking a near
3.5% market share lead.
Company History
Bill Hewlett and Dave Packard both graduated from Stanford University in 1934. The
company originated in a garage in nearby Palo Alto while they were post-grad students at
Stanford during the Great Depression.
The partnership was formalized on January 1, 1939 with an investment of US$538.[1] Bill
won the coin toss and named their electronics manufacturing enterprise the "Hewlett-
Packard Company."
Of the many projects they worked on, their first financially successful product was a
precision audio oscillator, the Model 200A. Their innovation was the use of a small light
bulb as a temperature dependent resistor in a critical portion of the circuit. This allowed
them to sell the Model 200A for $54.40 when competitors were selling less stable

oscillators for over $200. The Model 200 series of generators continued until at least
1972 as the 200AB, still tube-based but improved in design through the years. At 33
years, it was perhaps the longest-selling basic electronic design of all time.
One of the company's earliest customers was The Walt Disney Company, who bought
eight Model 200B oscillators (at $71.50 each) for use in certifying the Fantasound
surround sound systems installed in theaters for the movie Fantasia.
Focus
The company was originally rather unfocused, working on a wide range of electronic
products for industry and even agriculture. Eventually they elected to focus on high-
quality electronic test and measurement equipment. Throughout the 1940s to well into the
1990s the company focused on making signal generators, voltmeters, oscilloscopes,
counters, and other test equipment. Their distinguishing feature was pushing the limits of
measurement range and accuracy. For instance, almost every HP voltmeter or signal
generator has one or more extra clicks of its knobs than its competitors. HP volt- or
ammeters would measure down and up an extra 10 to 100 times the units of other meters.
Although there were good reasons why competing meters stopped at 1 volt full scale, HP
engineers figured out ways of extending the range of their equipment by a considerable
amount. They also focused on extreme accuracy and stability, leading to a wide range of
very accurate, precise, and stable frequency counters, voltmeters, thermometers, and time
standards.
Technology and Products
HP has a successful line of printers, scanners, digital cameras, calculators, PDAs, servers,
workstations, and home-small business computers. HP today promotes itself as not just
being a hardware and software company, but also one that offers a full range of services
to architect, implement and support today's IT infrastructure.

Imaging and Printing Group
According to HP's 2005 U.S. SEC 10-K filing,[3] HP's Imaging and Printing Group is "the
leading imaging and printing systems provider in the world for printer hardware, printing
supplies and scanning devices, providing solutions across customer segments from
individual consumers to small and medium businesses to large enterprises."
Products and technology associated with the Imaging and Printing Group include:
Inkjet and LaserJet printers, consumables and related products.

The Indigo Digital Press.
The HP Web Jetadmin printer management software.
The HP Output Management suite of software, including HP Output Server.
The Light Scribe optical recording technology that laser-etches labels on disks.
HP Labs
HP Labs (or HP Laboratories) is the research arm of HP. Founded in 1966, HP Labs'
function is to deliver breakthrough technologies and to create business opportunities that
go beyond HP's current strategies. An example of recent HP Lab technology includes the
Memory spot chip.
Partnerships
HP is a supporter of FOSS and Linux. Some HP employees, such as Linux CTO and
former Debian Project Leader Bdale Garbee actively contribute and have Open Source
job responsibilities. Many others participate in the Open Source community as
volunteers. HP is also known in the (GNU) Linux community for releasing drivers for
many of their printers under the GNU GPL.
Hewlett-Packard also works extensively with Microsoft and uses technology from most
major software and hardware vendors.
Until November 2005, HP offered a re-branded version of the Apple iPod.

Hewlett-Packard partners with many application software companies, for example SAP
AG.
Sponsorships
HP has many sponsorships. One well known sponsorship is Walt Disney World's EPCOT
Park's Mission: Space. Others can be found on Hewlett-Packards Website [3] From 1995
to 1999 they were the shirt sponsor of English Premier League club Tottenham Hotspur.
Product Legacy
Agilent Technologies, not HP, retains the direct product legacy of the original company
founded in 1939. Agilent's current portfolio of electronic instruments are descended from
HP's very earliest products. HP entered the computer business only after its
instrumentation competencies were well-established. Agilent was spun off from HP in
1999.
Culture
The founders, known to friends and employees alike as Bill and Dave, developed a
unique management style that has come to be known as the HP Way. In Bill's words, the
HP Way is "a core ideology . . . [that] includes a deep respect for the individual, a
dedication to affordable quality and reliability, a commitment to community
responsibility, and a view that the company exists to make technical contributions for the
advancement and welfare of humanity."[6]
The HP Alumni Association maintains a tribute to Bill and Dave's version of the HP
Way, circa 1992.

Trivia
Bill Hewlett and Dave Packard tossed a coin to decide whether the company they
founded would be called Hewlett-Packard or Packard-Hewlett. Packard lost.
HP spun off a small company, Dynec, to specialize in digital equipment. The name was
picked so that the HP logo "hp" could be turned upside down to be the logo "dy" of the
new company. Eventually Dynec changed to Dymec, then was folded back into HP.
HP partnered in the 1960s with Sony and the Yokogawa Electric companies in Japan to
develop several high-quality products. The products were not a huge success, as there
were high costs in building HP-looking products in Japan.
Just about every HP product in the test equipment line was labeled with three to five
digits followed by the letter "A". Improved versions went to suffixes "B" through "D". A
small handful of products somehow got bizarre model numbers, such as the "H201-20"
microwave signal generator.
Steve Wozniak originally designed the Apple I computer while working at HP, but they
turned down his offer of licensing the design to HP.
HP products were usually very rugged, with clean styling, top notch components, and
with conservative specifications, so customers were usually pleasantly surprised when the
equipment looked and worked better than expected. There were a few missteps, however:
In the 1960s they briefly went to painting their equipment a light lavender color.
In the early 1970s they started a line of "lower cost" test equipment with
atrociously ugly and flimsy plastic cases. The cases also got a bad case of 1970s
colors, coming out in dark shag rug green and burnt orange.
On test equipment made in the 1980s a common problem was flimsy knobs that
easily broke off.
A very few innovative but malfunctioning products, such as the original HP 3000
computers, had to be recalled for extensive reworking.

History
Co-founder and CEO: David Packard (CEO: 1964–1969)

Co-founder and CEO: William Hewlett (CEO: 1969–1978)
CEO: John A. Young (1978—October 31, 1992)
CEO: Lewis Platt (November 1, 1992—July 18, 1999)
Chairman and CEO: Carly Fiorina (July 19, 1999—February 9, 2005, appointed
chairman in 2000)
Interim CEO: Robert Wayman (February 10, 2005—March 28, 2005)
Current CEO: Mark Hurd (CEO: April 1, 2005—; Chairman: September 22,
2006—)
Chairman: Patricia C. Dunn (February 2005—September 22, 2006).
Diversity
Hewlett-Packard received a 100% rating on the Corporate Equality Index released by the
Human Rights Campaign starting in 2003, the second year of the report. In addition, the
company was named one of the 100 Best Companies for Working Mothers in 2004 by
Working Mothers magazine.
Hewlett-Packard is also involved in the NEPAD e-school program to provide all schools
in Africa with computers and internet access.
Ad Campaigns
Hewlett-Packard has used a number of innovative commercials to sell its products.
The Computer is Personal Again
In May 2006, the company launched a new campaign designed to bring back the fact that
the PC (Personal Computer) is a personal product. The campaign utilized viral marketing,
sophisticated visuals, and its own web site.[8] Some of the ads featured well-known
personalities - Pharrell, Mark Burnett, Mark Cuban, Jay-Z, Shaun White, and Santa Claus

(voiced by Tim Allen, who plays him in The Santa Clause film trilogy). Rather than
show a bunch of talking heads, each advertisement showed a neck-down view in which
the endorser, aided greatly by graphics, visually showed how they used HP products. All
these personalities weren't paid millions of dollars but brought a deal with HP to sponsor
their or a selected charity group.
Two months after having created The Computer Is Personal Again, Dell followed up with
its own campaign entitled "Purely You", which seems to piggyback off the HP idea.
You + HP: digital photography
A television ad campaign for Hewlett-Packard's digital photography (titled "You + HP:

digital photography") has been noted for its simple special effects and choice of music. It
won "Campaign of the Year" from Adweek magazine in 2004.
Songs used in "You + HP" Campaign:
"Picture Book" by The Kinks

"Out of the Picture" by The Robins
"Pictures of You" by The Cure
"The Rainbow" by The Apples in Stereo
"Across the Universe" by The Beatles
Competitors
Major competitors of HP in the computer business include Apple Inc., Dell, Gateway,
Lenovo (Purchased IBM's Non-server Personal Computer Business), Sony and Toshiba.
Major competitors of HP in the server business include Sun Microsystems, IBM and
Dell. Major competitors of HP in the printer business include Brother, Canon, Epson,
Lexmark and Dell (who rebrands and repackages Lexmark products). Upon acquiring
Voodoo PC, HP and its newest subdivision will compete in the enthusiast market against
Falcon Northwest, Alienware (A division of Dell), WidowPC and other manufacturers.

CHAPTER 4
RESEARCH DESIGN

Research design
Title of the project “A study on the brand awareness and consumer satisfaction with
reference to HP laptops”.
Statement of the problem
Hp is one of the leading PC manufactures in the world. And one of the leading
manufactures in India. It is currently facing cut throat competition from PC manufactures
in the market. In order to tackle this problem I have taken a survey on customer
perception towards the laptops manufactured by Hewlett Packard. It also studies the
buyers profile in the demographic and psychographic point of view. The study applied is
descriptive in nature and it also tends to find the customers view about the important
aspects of the product so as to determine the competition market share of HP.
Objectives of the study
To study the consumers awareness of different brands of Laptops.

To study the customers preference and perception of HP Laptops.
To determine the customers satisfaction towards HP Laptops.
To offer analysis and recommendation based on the above study.
Scope of the study
The scope of the study covers a wide range.
a) The study will bring out the extent to which the customers are satisfied with the
quality provided by the company in its products.

b) The company will be able to locate its defaults and thus enable it to have a better
foothold in the market by providing maximum customer satisfaction and brand
awareness.
c) The customers view will greatly enhance the company to formulate its future
strategies and policies.
Methodology of the study
Research approach:
Here I have chosen a survey method to gather the data.
Survey approach:
Surveys are the best suited for descriptive research, it is always advised to undertake a
survey to learn the brand awareness and customer satisfaction.
Research Instrument:
I have used a structured questionnaire in gathering the information.
Questionnaire:
Questionnaire consists of a set of questions presented to respondents, in order to get their
feedback regarding the product.
Place of study
The study was conducted in various areas of Bangalore city only, with the help of 100
respondents to carry on the survey, an extensive field work was undertaken.
Time of study
This study was conducted during the month of April 2010.

Sources of data
Tools used for collection of data can be classified into two major categories:
1. Primary data:
The structured questionnaires were made and distributed to all the users of the laptops.
2. Secondary data
It was collected from the various sources via: mails, internet, friends and library.
Sampling Design
Types of universe:
The universe in the study is an infinite number of items taken into account
Sampling unit:
The sampling unit is limited to the users of laptop within Bangalore city.
Sampling size:
Number of respondents taken into consideration is 100.
Sampling technique:
The Sampling technique used in the study is conducted among the users of the HP laptop.
Hypothesis:
The following assumptions were made to conduct the survey:
Respondents are sincere in providing their feedback without any biased attitude.
The respondents were from different sections of the society
Limitations of the study

1) The study is limited to the users of laptops within Bangalore city only.
2) All the responses of the respondents are assumed to be true and unbiased.
3) Sample size selected has to be restricted due to time and budget constraints.
4) Respondents were either vague or incomplete at times.

CHAPTER 5
DATA ANALYSIS AND
INTERPRETATION

Data analysis and interpretation
Table 1
Title: No of respondents aware of HP range of Laptops
No of Percentage of
Variables
Respondents Respondents
Yes 83 83%
No 17 17%
Total 100 100%
Graph 1
Respondant's awareness about HP Laptops
90 83
Percentage of Respondants
80
70
60
50 Yes
40 No
30
17
20
10
0
Variables
Source: Field Survey

Concept
This question is asked in the very beginning of the questionnaire in order to assess if the
respondent is aware of Hewlett Packard‘s Range of Laptops. This also helps us to
understand the responses better as individuals who are aware about Hewlett Packard
laptops would be able to form better and accurate perceptions. This would also thereby
help us to analyze and give recommendations accurately.
Analysis
The above graph shows that a majority 83% of the respondents are aware of Hewlett
Packard‘s Range of Laptops. The remaining 17% are unaware of Hewlett Packard‘s
Range of Laptops.
Interpretation
From the graph it is clear that a majority of respondents are aware Hewlett Packard‘s
range of laptops. This is a favorable condition as the number of people who are unaware
of their range of laptops are 17%.

Table 2
Title: No of Respondents owning a Hewlett Packard Laptop
No of Percentage of
Variables Respondents Respondents
Yes 26 26%
No 74 74%
Total 100 100%
Graph 2
Respondents Ownership of HP Laptop
80% 74%
Percentage of Respondents
70%
60%
50%
Yes
40%
26% No
30%
20%
10%
0%
Variables

Concept
This question intends to find out whether the respondents own or previously owned a
Hewlett Packard laptop. This question allows us to know, how many among the
respondents are using a Hewlett Packard Laptop now or previously.
Analysis
From the graph we come to know that 26% of the respondents are not using HP laptops.
The remaining 74% of respondents do not own a HP Laptop.
Interpretation
A majority of the respondents were not owning a Hewlett Laptop. This could also include
a majority of users not owning a laptop at all. The remaining 26% of respondents have
used a Hewlett Packard Laptop. This includes both, the people who currently own a HP
laptop and also those who have used it in the past.

Table 3
Topic: Respondents responses to whether HP Manufactures
the best range of laptops
No of Percentage of
Strongly Agree 12 12%
Agree 56 56%
Disagree 21 21%
Strongly Disagree 4 4%
Don’t Know / Can't
Say 7 7%
Total 100 100%
Graph 3
Responses to whether HP manufactures

Best Laptops
60% 56%
50%
Strongly Agree
Percentage of
Respondents
40% Agree
30% Disagree
21%
20% Strongly Disagree
12%
7% Don’t Know / Can't Say
10% 4%
0%
Variables

Concept
This question was asked in the form of a statement as to whether the respondents would
agree that Hewlett Packard manufactures the best range of laptops. This question was
asked to measure the level to which the respondents perceived that the laptops
manufactured by Hewlett Packard was the best available in the market.
Analysis
From the graph it can be observed that 12% of the respondents strongly agree that
Hewlett Packard manufactures the best range of laptops. 56% of the respondents agree
with the statement. 21% of the respondents perceive that HP doesn‘t manufacture the best
range of laptops. Another 4% of the respondents strongly disagree that HP manufacture
the best range of laptops. 7% of the respondents do not have any perceptions as they
don‘t know or cannot tell their opinion about whether HP Laptops manufactures the best
range of laptops in the market.
Interpretation
The responses got for this question has been favorable to an extent to Hewlett Packard. A
majority of respondents fall in the category of ―Strongly Agree‖ and ―Agree‖. This
means that they hold a positive perception about HP‘s ability to manufacture the best
range of laptops. At the same time, more than 30% of the respondents question the ability
of HP to manufacture the best range of laptop. Among these, 21% of the people disagree
with the statement. Another 4% strongly disagree with the statement.

Table 4
Title: Respondents perception about the prices quoted for

Hewlett Packard Laptops
No of Percentage of
High Priced 18 18%
Same as Competition 53 53%
Value for Money 21 21%
Low Priced 8 8%
Total 100 100%
Graph 4
Respondents perception about the pricing of

60% 53%
50%
Percentage of
Respondents
40% High Priced

Same as Competition
30%
21% Value for Money
18%
20%
Low Priced
8%
10%
0%
Variables

Concept
The question asks the respondents what they perceive the price of Hewlett Packard laptop
is. This question will help us understand what the customers feel about the price of the
laptop when compared to other laptops available in the market.
Analysis
From the graph, we can see that 18% of the respondents feel that Hewlett Packard
Laptops are highly priced. 53% of the respondents feel that the pricing of Hewlett
Packard Laptops are the same as the prices quoted on competing brands. Out of the
remaining respondents, 21% of them feel that they are value for money. The remaining
8% feel that Hewlett Packard‘s laptops are low priced.
Interpretation
From the graph we can infer that majority of respondents feel that the pricing of Hewlett
Packard Laptops are the same as the competing laptops. This might work against the
interests of HP if customers don‘t find any difference in the product offering of HP
laptops. 18% of the respondents who feel that HP laptops are high priced are also a cause
for concern. These respondents feel that they do not derive an equal or more than equal
level of satisfaction from the laptops for the money they pay for it.
It is important for HP to increase the percentage of people who feel that HP laptops are
value for money as only 21% of customers feel that they are value for money laptops.
The remaining 8% feel that Hewlett Packard laptops are low priced, which means that
they find the competing laptop prices more than the prices quoted for Hewlett Packard
laptops.

Table 5
Title: Respondent’s perception about the quality of
No of Percentage of
High Quality 39 39%
Medium Quality 58 58%
Low Quality 3 3%
Total 100 100%
Graph 5
Respondents perception about the Quality of

70%
58%
60%
Percentage of
Respondents
50%
39% High Quality
40%
Medium Quality
30%
Low Quality
20%
10% 3%
0%
Variables

Concept
This question tries to find out the respondents perceptions about the quality level of
Hewlett Packard Laptops. Quality plays a key role in helping the customers to choose a
laptop. Therefore this question would asses the level of quality which the respondents
would like to assign for the Hewlett Packard range of laptops.
Analysis
From the graph we can say that 39% people feel that Hewlett Packard laptops are of high
quality and a majority of 58% people perceive Hewlett Packard laptops as a medium
quality laptop. The remaining mere 3% people perceive it as a maker of low quality
laptops.
Interpretation
From the table and graph, we can interpret that the responses given by the respondents
regarding their perceptions about Hewlett Packard Laptops are neither too favorable to
HP nor too unfavorable to HP. 58% of the respondents feel that Hewlett Packard
manufactures laptops which are of medium quality. 39% of people feel that Hewlett
Packard are of high quality. Only 3% people perceive Hewlett Packard as a maker of low
quality laptops.
In competition, it is necessary for Hewlett Packard to ensure that a majority of customers

feel that it makes high quality laptops.

Table 6
Title: Ranks assigned by the respondents to the major brands available

in the market on a scale of 1 to 7
Sony
HP IBM Compaq Acer Dell Toshiba
Vaio
Rank 1 10 32 14 4 1 17 13
Rank 2 29 21 11 12 1 17 5
Rank 3 20 15 17 13 2 18 8
Rank 4 16 11 24 14 5 16 5
Rank 5 8 3 15 28 15 11 9
Rank 6 3 6 5 12 39 9 17
Rank 7 4 2 4 8 28 4 38
Graph 6
Respondent's Ranks to various brands

Percentage of Respondants
100
90 Rank 7
80
Rank 6
70
60 Rank 5
50 Rank 4
40 Rank 3
30
Rank 2
20
10 Rank 1
0
M
er
l
io
a
P
el
ib
pa
H
Va
IB
Ac
sh
om
ny
To
C
So
Brands

Concept
This question was asked with the intention of finding out how the respondents rank the
quality of the Hewlett Packard laptop against other major brands available in the market.
This would help us understand the customer perceptions about Hewlett Packard laptops
in a much better way than if we had studied the quality of HP in independence.
Analysis
From the graph we can make out that the brand which scores the highest in rank 1 is Sony
Vaio. The next brand is Hewlett Packard which come the highest in the second rank. The
brand which most people perceive as rank 3 is also Hewlett Packard. A majority of
people feel IBM is the brand which comes fourth in terms of quality. Compaq comes fifth
in terms of quality. Acer comes sixth in terms of quality and the brand with the least rank
is Toshiba.
Interpretation
From the graph, we can make various observations. Though Hewlett Packard has
performed extremely well in this question, there are certain important observations which
are of concern. The main one being, a majority of the customers feel that Sony Vaio is a
better brand than Hewlett Packard.

Table 7
Title: Respondent’s perception about the exclusivity of
Hewlett Packard’s Range of Laptops
No of Percentage of
Strongly Agree 11 11%
Agree 54 54%
Disagree 20 20%
Strongly Disagree 8 8%
Say 7 7%
Total 100 100%
Graph 7
Respondents perception about the Exclusivity of

Hewlett Packard's Range of Laptops
60% 54%
50%
Strongly Agree
Percentage of
Respondents
40% Agree
30% Disagree
20%
20% Strongly Disagree
11%
8% 7% Don’t Know / Can't Say
10%
0%
Variables

Concept
This question was asked to find out the respondent‘s perception about whether Hewlett
Packard‘s ranges of laptops are exclusive or not. This would helpful in our analysis as the
brands that have a exclusive range of laptops would benefit in the long run.
Analysis
From the graph, we can analyze that 11% of the people strongly agree that HP laptops are
exclusive in terms of quality and features when compared to the laptops of the
competition. Another 54% of the respondents agree that HP laptops are exclusive. Apart
from these people, another 20% of the people disagree with the fact that HP manufactures
exclusive range of laptops. Another 8% people strongly disagree with the fact that HP
manufactures exclusive range of laptops. 7% of the respondents do not have perception
about this as they are unaware and cannot tell their response.
Interpretation
From the graph, we can interpret that 11% of the people strongly agree that HP Laptops
are exclusive. This segment of people might be those who have used the laptops and are
very happy with the performance. Another 54% of the respondents also agree with this
statement. These are again people who have either used the laptop in the past or are
currently using it. Apart from the above two responses, the rest didn‘t have a positive
response to the question. 20% of people disagree with the statement. These could be
people could be users of HP Laptops who are not satisfied with the product or people
who use a different range of laptop and are happy with its performance.
There is also another 8% of the respondents who strongly disagreed with the statement
that HP manufactures the most exclusive range of laptops could also be existing and old
users of HP laptops.
A minority of 7% of the respondents didn‘t have any response to the question.

Table 8
Title: Respondents awareness about the exclusively
available product features on Hewlett Packard Laptops.
No of Percentage of
Lightscribe Tech 14 14%
Quick Play 33 33%
Brightview Screen 35 35%
Total 100 100%
Graph 8
Respondents awareness about the product

features exlusively available on HP Laptops
40% 35%
33%
35%
30%
Percentage of
Respondents
25% Lightscribe Tech

20% Quick Play
14%
15% Brightview Screen
10%
5%
0%
Variables

Concept
This question checks how many people are aware of the some of the most well known
features of Hewlett Packard. This question asks the respondents their awareness of
respondents about three major features of HP Laptops being Lightscribe Technology for
labeling discs by etching on them, Quickplay option which allows the user to access
multimedia without switching the computer on, and Brightview screen which provides
extra contrast and brightness to the LCD screen.
Analysis
From the 100 respondents who were surveyed, only 14% people were aware of
Lightscribe technology, 33% were aware of Quickplay feature and 35% of the
respondents were aware of Brightview Screen.
Interpretation
From the graph, we can infer that a majority of people are unaware of the exclusive
features available on Hewlett Packard Laptops. This is not a good sign for Hewlett
Packard which invests millions of dollars in developing new technology. From the above
graph, we notice that only 14% people are aware of Lightscribe technology, which is
pioneered by HP. Also a minority 33% are aware of Quickplay and 35% of the
respondents aware of Brightview screen which is again not a good sign for Hewlett
Packard. This could be because of people‘s lack of proper knowledge about HP Laptops,
Poor advertising and communication from Hewlett Packard in educating the people about
its product features etc.

Table 9
Title: Respondent’s perception about the style and appearance of

No of Percentage of
Very Good 16 16%
Good 62 62%
Bad 5 5%
Very Bad 3 3%
Say 3 3%
Total 100 100%
Graph 9
Respondents peception about the style and

appearance of HP Laptops
70% 62%
60%
Very Good
Percentage of
Respondents
50%
Good
40%
Bad
30%
16% Very Bad
20%
Don’t Know / Can't Say
10% 5% 3% 3%
0%
Variables

Concept
The style and appearance is one of the most important feature which a prospective buyer
of Hewlett Packard Laptop will look for in a laptop before making a purchase. This
question intends to analyze the respondent‘s perception about what they feel about the
style and appearance of Hewlett Packard Laptops. The options range from Very good to
Very bad. This question will help us to understand customer perception about Hewlett
Packard laptops in a better way.
Analysis
From the graph, we can see that 16% of the respondents feel that the style and appearance
of the laptop is very good. A majority of 62% of respondents feel that the style and
appearance of the laptop is good, though not very good. 5% of the respondents feel it is
bad, another 3% feel it is very bad and 3% of the people have reserved their response as
they don‘t know or cannot say.
Interpretation
From the graph we can infer that majority of respondents have a positive image about the
style and performance of Hewlett Packard Laptops. Almost 80% of the respondents feel
that the style and design is either very good or good. This also explains why Hewlett
Packard is also one of the leading brands in laptop market in India and the world.

Table 10
Title: Respondent’s perception about the relationship between the

price and quality of Hewlett Packard Laptops
Percentage
No of of
High Quality, Low Price 5 5%
High Quality, High Price 24 24%
High Quality, Value for
Money 40 40%
Low Quality, High Price 13 13%
Low Quality, Low Price 0 0%
Total 100 100%
Graph 10
Respondents peception about the relationship

between the price and quality of HPLaptops
50% High Quality, Low Price

40%
40%
Percentage of
Respondents
High Quality, High Price

30% 24%
High Quality, Value for
20% 13% Money
10% 5% Low Quality, High Price
0%
0%
Low Qulaity, Low Price
Variables

Concept
This question is asked in order to find out respondent‘s perception about the relationship
between the price and quality of Hewlett Packard laptops. It is very important to
understand the relationship between the two as customers tend to relate the two of these
before they make a purchase.
Analysis
From the graph, we can see that 5% of the people feel of High quality and low price, 24%
feel it‘s of high quality, high price. A majority of 40% feel that HP laptops are value for
money and have high quality. Another 13% feel Hewlett Packard Laptops are having
Interpretation
From the graph we can find that a majority 40% of them feel that HP laptops are of high
quality and value for money laptops. This is very favorable to the customer as they
generally expect laptops to be of this kind while making a purchase. 24% of people feel
that HP Laptops are of high quality and high price. This could be attractive to niche
customers who look for high quality and do not bother about the price. 13% people feel
that HP laptops are of low quality, but highly priced. This is unfavourable to the
company. Overall we can infer that respondents have a positive image about Hewlett
Packard Laptops in terms of their perceived relationship between quality and price.

Table 11
Title: Respondent’s opinion about the Ad campaigns of
No of Percentage of
Good 24 24%
Average 55 55%
Not Good 8 8%
Haven’t Seen / Not
Noticed 13 13%
Total 100 100%
Graph 11
Respondents opinion about the Advertising

Campaigns of HP laptops
60% 55%
Good
50%
Percentage of
Respondents
40% Average
30% 24%
Not Good
20% 13%
8%
10% Haven’t Seen / Not
Noticed
0%
Variables

Concept
Advertising is one of the major tools which a company can use inorder to increase the
sale of their product. This question here tries to find out the respondents opinion about
the advertising campaigns of HP laptops. This would help us understand what is the reach
and level of acceptance of the ad campaigns in the print and television media.
Analysis
From the graph we can notice that 24% of the people feel that the ad campaigns of
Hewlett Packard laptops are good. A majority 55% feel the ads are average and not good.
8% of the respondents feel the ads are not good and 13% of the people haven‘t seen or
not have noticed the ads.
Interpretation
From the above graph and analysis, we can infer that a majority of people feel that the
advertising campaign of Hewlett Packard Laptops is average. This means that they do not
think that they are very good. 24% people feel that the ad campaigns are good which is
favourable to HP. The remaining 8% of the people feel that they are not good and 13% of
the people haven‘t seen or not noticed the ads. This could mean that almost 20% of the
people are either not satisfied with the ads or that the ads are not catchy enough for them
to take notice. HP has to do a further analysis to find the specific profile of this 20%
respondents and check if they are prospective customers or not.

Table 12
Title: Factors which would induce a customer to buy a

HP Laptop
No of Percentage of
Brand Name 24 14%
Quality 71 43%
Price 38 23%
After Sale Service 29 17%
Say 3 2%
Other 2 1%
Total 167 100%
Graph 12
Factors which would induce a customer to buy a

HP Laptop
50%
43%
Brand Name
40%
Percentage of
Respondents
Quality
30% Price
23%
20% 17% After Sale Service
14%
Don’t Know / Can't Say
10%
2% 1% Other
0%
Variables

Concept
This question tries to find out the parameters which would induce the customer to buy a
HP Laptop. This would give a clear understanding of what the customer look for in a
laptop and would therefore help Hewlett Packard with the information which could help
them increase the sales of their laptops.
Analysis
From the graph, we can see that 14% people feel brand name is the most important
parameter in choosing a HP Laptop. A majority 43% feel quality alone is the most
important parameter which would help them decide. 23% feel it is price, and 17% feel its
after sales service. 2% people don‘t know or cannot say and 1% have other reasons.
Interpretation
From the graph, it is clear that majority of customer feel quality is the most important
aspect which would induce them to buy a Hewlett Packard Laptop. After quality, feel
give price of the laptop and the after sales service provided the most important. One
interesting observation here is that people say the brand name is not the most important
thing which would induce them to buy. 1% people had other reasons like free gifts,
exchange offer, combo offers etc which would induce them to buy a Hewlett Packard
laptop.

Table 13
Title: Respondent’s Choice of brand while buying a new laptop
No of Percentage of
IBM 17 15%
Sony Vaio 35 31%
Compaq 6 5%
Hewlett Packard 30 26%
Dell 16 14%
Acer 1 1%
Other 9 8%
Total 114 100%
Graph 13
Respondent's Choice of Brand while buying a

new laptop
35% 31%
IBM
30% 26%
Sony Vaio
Percentage of
Respondents
25%
Compaq
20%
15% 14% Hewlett Packard
15%
8% Dell
10% 5% Acer
5% 1% Other
0%
Variables

Concept
This question intends to ask the final question to the respondent‘s as to which brand they
would like to buy if they were to buy a new laptop. Even though a customer might rank a
brand higher in individual parameters like quality and price, his final choice of laptop
might differ. Therefore this would give a clear picture of choice of laptop as against the
competitors.
Analysis
From the graph we can find out that 15% people prefer to buy IBM laptops, as against
31% for Sony Vaio, 5% for Compaq and 26% for Hewlett Packard. Apart from that, 14%
people feel that they would like to purchase a Dell Laptop. 1% people want to buy an
Acer laptop and 8% people would prefer other brands
Interpretation
We can hereby infer that majority of people prefer to buy Sony Vaio range of Laptops.
This is followed by Hewlett Packard. We can therefore conclude that Sony Vaio is one of
the major competitors for HP Laptops. IBM with 16% of the people‘s choice also is a
strong competitor for HP range of Laptops.

CHAPTER 6
CONCLUSION AND
RECOMMENDATION

Conclusion and recommendation
With respect to the data analyzed and interpreted in the previous chapter, the following
can be concluded about HP Laptops:
HP is a well known brand among people who use Laptops.
HP has a good market share as there are quite a few people who own a HP
Laptop.
Most people agree that HP does manufacture the best range of laptops.
HP prices its laptops at par with its competitors.
HP manufactures quality laptops.
HP is ranked second as a brand. Sony Vaio being ranked No 1.
Most people agree that HP has an exclusive range of laptops.
Almost all HP laptop users are aware of the special features of HP laptops out of
which Brightview Screen is very well known.
The style and appearance of HP Laptops is good.
Majority of HP Laptop users pursue that HP Laptops are of high quality and value
for money.
Customers are satisfied with the product (HP Laptops).
The advertizing campaigns of HP are average.
It is the quality that influences one to purchase a HP Laptop.
Sony Vaio is HP‘s main competitor.

With respect to the data analyzed and interpreted in the previous chapter, the following
can be recommended about HP Laptops:
HP should come up with innovative and more appealing Ad campaigns in order to

spread awareness and cur down competition.
HP should improvise on the style and appearance of its laptops.
HP should further improvise on quality of their laptops to make it the best brand.
HP should add more features to its laptops to make itself an exclusive brand.
Sony Vaio poses as a threat to HP. Thus Hp should formulate marketing strategies
that will make HP the best brand.
HP should give offers like exchanges, free coupons etc that will attract more
customers.

CHAPTER 7
BIBLIOGRAPHY AND
ANNEXURE

BIBLIOGRAPHY
Newspapers and Magazines Referred:

 Business India
 Forbes
 India Today
Internet Websites:
 www.naaptol.com
 www.hplaptopsindia.com
 www.hp.com
 www.wikipedia.com
Company’s online Journals

ANNEXURE
1) Do you currently own or previously owned any of HP‘s products?
a) Yes
b) No
2) Are you aware of HP Range of Laptops?

a) Yes
b) No
3) Would you agree that HP Manufactures quality range of Laptops?

a) Strongly Agree
b) Agree
c) Disagree
d) Strongly Disagree
e) Don‘t know / Cant Say
4) Rank the following Brands from 1 to 5 in terms of their level of quality

a) HP
b) Sony Vaio
c) IBM
d) Compaq
e) Acer
f) Dell
g) Toshiba
5) Which of the following best explains a HP Laptop?

a) High Quality, Low Priced
b) High Quality, High Priced
c) High Quality, Value for money
d) Low Quality, Low Priced

e) Low Quality, High Priced
6) What do you feel about the appearance and style of HP Laptops?

a) Very Good
b) Good
c) Bad
d) Very Bad
e) Don‘t Know / Can‘t Say
7) What do you feel about the prices quoted for HP Laptops?

a) High Priced
b) Low Priced
c) Value for Money
8) Would you consider HP as one of your options while buying a new laptop?
a) Yes
b) No
9) Rate the following attributes of HP Laptop on the scale of 1 to 10 (1 being the highest
and 10 being the
lowest)
a) Quality
b) Features
c) Reliability
d) Design and Style
e) Brand Name
f) Price

10) What is your opinion about HP‘s Advertising Campaign in the print and television
media?
a) Good
b) Average
c) Not Good
d) Don‘t Know / Haven‘t Noticed
11) If you were to buy a new HP Laptop, for what reasons would it be?
a) HP‘s Brand Name
b) Quality
c) Price
d) After Sale Service
e) Promotions
f) Other
12) Personal details

Name
Age Group
Gender
Occupation
Email Address

Final Dissertation

Uploaded by

Document Information

Original Description:

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Final Dissertation

Uploaded by

Copyright:

Available Formats

CHAPTER 1

AMITY GLOBAL BUSINESS SCHOOL Page 1

Take these definitions collectively and a comprehensive definition of marketing,

Processes, functions, exchanges or activities -- even if they involve "war" between

AMITY GLOBAL BUSINESS SCHOOL Page 2

A brand is a name, term, symbol or a design or a combination of them which is intent to

1) Brand is a Massive Asset: Brand is considered intangible asset because all

AMITY GLOBAL BUSINESS SCHOOL Page 3

A Good Brand Name

Certain factors make a brand name a good one, they are:

1) It must be easy to pronounce and remember. For instance, ―HOECHEST‖ is

Brands are grouped mainly into two categories.

a) Manufacturer‘s brands are national brands and private brands or distributor

AMITY GLOBAL BUSINESS SCHOOL Page 4

Product is the sum of physical and psychological satisfaction, it is anything that is

AMITY GLOBAL BUSINESS SCHOOL Page 5

Measuring Customer Satisfaction

AMITY GLOBAL BUSINESS SCHOOL Page 6

A laptop computer, or simply laptop (also notebook computer or notebook), is a small

AMITY GLOBAL BUSINESS SCHOOL Page 7

Terms sometimes used for subtypes of laptop computers include:

AMITY GLOBAL BUSINESS SCHOOL Page 8

Desktop replacement computers

AMITY GLOBAL BUSINESS SCHOOL Page 9

AMITY GLOBAL BUSINESS SCHOOL Page 10

AMITY GLOBAL BUSINESS SCHOOL Page 11

AMITY GLOBAL BUSINESS SCHOOL Page 12

AMITY GLOBAL BUSINESS SCHOOL Page 13

AMITY GLOBAL BUSINESS SCHOOL Page 14

AMITY GLOBAL BUSINESS SCHOOL Page 15

AMITY GLOBAL BUSINESS SCHOOL Page 16

AMITY GLOBAL BUSINESS SCHOOL Page 17

AMITY GLOBAL BUSINESS SCHOOL Page 18

AMITY GLOBAL BUSINESS SCHOOL Page 19

AMITY GLOBAL BUSINESS SCHOOL Page 20

Spurs that helped

AMITY GLOBAL BUSINESS SCHOOL Page 21

Rajendra Kumar, Executive Vice-President, HCL Infosystems Ltd, the domestic PC

AMITY GLOBAL BUSINESS SCHOOL Page 22

AMITY GLOBAL BUSINESS SCHOOL Page 23

The PC of tomorrow will cease to be a be-all-do-all machine. The home PC would

Increasing consumer awareness, combined with the availability of wireless hotspots in

AMITY GLOBAL BUSINESS SCHOOL Page 24

The threat of the unorganized sector is miniscule. Laptops are a high-involvement

Choose with care

Moreover, the processor, the memory capacity, scalability in a networked environment,

AMITY GLOBAL BUSINESS SCHOOL Page 25

AMITY GLOBAL BUSINESS SCHOOL Page 26

AMITY GLOBAL BUSINESS SCHOOL Page 27

The Hewlett-Packard Company (NYSE: HPQ), commonly known as HP, is currently

AMITY GLOBAL BUSINESS SCHOOL Page 28

Technology and Products

AMITY GLOBAL BUSINESS SCHOOL Page 29

Inkjet and LaserJet printers, consumables and related products.

Until November 2005, HP offered a re-branded version of the Apple iPod.

AMITY GLOBAL BUSINESS SCHOOL Page 30

AMITY GLOBAL BUSINESS SCHOOL Page 31

AMITY GLOBAL BUSINESS SCHOOL Page 32

Co-founder and CEO: David Packard (CEO: 1964–1969)

Hewlett-Packard has used a number of innovative commercials to sell its products.

The Computer is Personal Again

AMITY GLOBAL BUSINESS SCHOOL Page 33

You + HP: digital photography