ACKNOWLDGEMENT

I am very much grateful to HCL for allowing me to present this project entitled Brand Promotion of HCL CDC as a part of academic fulfillment of this course. Being at was a great experience for me. This one month of internship was an absolute learning opportunity. I came to know a lot like how to deal with people of the corporate world, the different ways of doing business & a lot more. I take this opportunity to express my heartiest to Name of HCL chowrongee for having provided all the encouragement & unconditional timely guidance. I also thankful to other respected faculties of HCL for their support & understanding. I would like to thank Pavan sir my internal mentor under whose supervision the whole project work was conducted. He was kind enough to lend his helping hand whenever I needed in the most in spite of his hectic schedule. I, like to thank HCL CARRIER DEVELOPMENT CENTER for helping me in building my career with the profession that we are longing to take up in our coming future. I hope my earnest attempt will be the fulfillment of this academic activity.

_________________________________ M.B.A 3rd SEMESTER (MARKETING MANAGEMENT)

DECLARATION
I, hereby certify that I am .. Student of Institute of Engineering & Management as a part of my course curriculum. I completed my internship project on Project Name in the area of Kolkata between 8th September2011 to 13th October 2011 , on the basis of information that I had gathered knowledge during the internship. I had an experience of working in different fields of marketing & promotion. I, believe that the project comprises the best of work done during the training as the information provided is true to the best of my knowledge.

Date:

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Marketing Mix

The Four main fields of the Marketing Mix

The term Marketing Mix was first used in 1953 when Neil Borden, in his American Marketing Association Presidential address took the recipe idea one step further and coined the term Marketing Mix. A prominent marketer , E. Jerome McCarthy proposed a 4p classification in 1960 which has been wide use. The four Ps concept is explained in most marketing textbook and classes.

Brand Promotion
Promotion is communicating with the public in an attempt to influence them toward buying your products and/or services. The word promotion is also used specifically to refer to a particular activity that is intended to promote the business, product or service. A store might advertise that it's having a big promotion on certain items, for instance, or a business person may refer to an ad as a promotion. An activity designed to boost the sales of a product or service. It may include an advertising campaign, increased PR activity, a free-sample campaign, offering free gifts or trading stamps, arranging demonstrations or exhibitions, setting up competitions with attractive prizes, temporary price reductions, door-to-door calling, telemarketing, personal letters on other methods.

Price promotions Price promotions are also commonly known as price discounting These offer either (1) a discount to the normal selling price of a product, or (2) more of the product at the normal price. Coupons Coupons are another, very versatile, way of offering a discount. Consider the following examples of the use of coupons: - On a pack to encourage repeat purchase - In coupon books sent out in newspapers allowing customers to redeem the coupon at a retailer - A cut-out coupon as part of an advert - On the back of till receipts Money refunds Here, a customer receives a money refund after submitting a proof of purchase to the manufacturer. These schemes are often viewed with some suspicion by customers particularly if the method of obtaining a refund looks unusual or onerous Frequent user / loyalty incentives Repeat purchases may be stimulated by frequent user incentives. Perhaps the best examples of this are the many frequent flyer or user schemes used by airlines, train companies, car hire companies etc.

Elements of promotional planning

(1) Advertising Any paid form of non-personal communication of ideas or products in the "prime media": i.e. television, newspapers, magazines, billboard posters, radio, cinema etc. Advertising is intended to persuade and to inform. The two basic aspects of advertising are the message (what you want your communication to say) and the medium (how you get your message across) (2) Personal Selling Oral communication with potential buyers of a product with the intention of making a sale. The personal selling may focus initially on developing a relationship with the potential buyer, but will always ultimately end with an attempt to "close the sale". (3) Sales Promotion Providing incentives to customers or to the distribution channel to stimulate demand for a product. (4) Publicity The communication of a product, brand or business by placing information about it in the media without paying for the time or media space directly. Other wise known as "public relations" or PR.

Product of HCL CDC

HCL is an IT company and it is an Indian company and it produce computers &laptop .HCL CDC is the subsidy of the HCLLTD thats growing in service sector. HCLCDC provides the training to students & employees in the field of Hardware, Software, Networking and Telecommunication.

HCL CDC Courses

To join the pampered tribe of IT wiz kids, the Career Development Centre or CDC offers a number of industry relevant courses. MCSE Microsoft Certified Software Engineer CCNA Cisco Certified Network Associate RHCE Red Hat Certified Engineer Structured Program Provide by HCLCDC:HCL Certified Enterprise Engineer (HCE+)HCL Certified Network Engineer (HCNE)Basic Hardware Advance Networking Network Technology and Devices System Engineer Linux Administrator HCL Certified Software Engineer (HCSE Dot Net Track) HCL Certified Software Engineer (HCSE Java Track)HCL Certified Software Engineer (HCSE Oracle Developer Track)

 Implementing Windows Application usingVB.Net Implementing Windows Application using C#. Net Core Java 1.5Advance Java HTML Internet and Mail HCL Certified Service Program C++ HTML Internet & Mail HCL Certified Service Pro (HSPRO) Ethical Hacking These are the places where we did our activities 1. Syambazar 2. Sovabazar 3. Vivekananda road 4. Bidhan Sarani 5. College Street 6. Mahamayatala 7. Saltlake I had also taken appointment of principals and placement officer of different institution. OBJECTIVES OF PROJECT To study the market expansion of HCL through career development programs To gain familiarity with a phenomenon or to explore new ideas regarding career programs To portray accurately the characteristics of a particular individual, situation or a group which form the part of target customers .

Marketing Management

Marketing management is a business discipline which is focused on the practical application of marketing techniques and the management of a firm's marketing resources and activities. Rapidly emerging forces of globalization have compelled firms to market beyond the borders of their home country making International marketing highly significant and an integral part of a firm's marketing strategy. Marketing managers are often responsible for influencing the level, timing, and composition of customer demand accepted definition of the term. In part, this is because the role of a marketing manager can vary significantly based on a business' size, corporate culture, and industry context. For example, in a large consumer products company, the marketing manager may act as the overall general manager of his or her assigned product. To create an effective, costefficient Marketing management strategy, firms must possess a detailed, objective understanding of their own business and the market in which they operate. In analyzing these issues, the discipline of marketing management often overlaps with the related discipline of strategic planning.

Marketing strategy
If the company has obtained an adequate understanding of the customer base and its own competitive position in the industry, marketing managers are able to make their own key strategic decisions and develop a marketing strategy designed to maximize the revenues and profits of the firm. The selected strategy may aim for any of a variety of specific objectives, including optimizing short-term unit margins, revenue growth, market share, long-term profitability, or other goals. To achieve the desired objectives, marketers typically identify one or more target customer segments which they intend to pursue. Customer segments are often selected as targets because they score highly on two dimensions: 1) The segment is attractive to serve because it is large, growing, makes frequent purchases, is not price sensitive (i.e. is willing to pay high prices), or other factors; and 2) The company has the resources and capabilities to compete for the segment's business, can meet their needs better than the competition, and can do so profitably. In fact, a commonly cited definition of marketing is simply "meeting needs profitably." The implication of selecting target segments is that the business will subsequently allocate more resources to acquire and retain customers in the target segment(s) than it will for other, non-targeted customers. In some cases, the firm may go so far as to turn away customers who are not in its target segment. The doorman at a swanky nightclub, for example, may deny entry to unfashionably dressed individuals because the business has made a strategic decision to target the "high fashion" segment of nightclub patrons. In conjunction with targeting decisions, marketing managers will identify the desired positioning they want the company, product, or brand to occupy in the target customer's mind. This positioning is often an encapsulation of a key benefit the company's product or service offers that is differentiated and superior to the benefits offered by competitive products. Ideally, a firm's positioning can be maintained over a long period of time because the company possesses, or can develop, some form of sustainable competitive advantage. The positioning should also be sufficiently relevant to the target segment such that it will drive the purchasing behavior of target customers.

Implementation planning
After the firm's strategic objectives have been identified, the target market selected, and the desired positioning for the company, product or brand has been determined, marketing managers focus on how to best implement the chosen strategy. Traditionally, this has involved implementation planning across the "4Ps" of marketing: Product management, Pricing (at what price slot do you position your product, for e-g low, medium or high price), Place (the place/area where you are going to be selling your products, it could be local, regional, country wide or International) (i.e. sales and distribution channels), and People. Now a new P has been added making it a total of 5P's. The 5th P is Politics which affects marketing in a significant way. Taken together, the company's implementation choices across the 4(5)Ps are often described as the marketing mix, meaning the mix of elements the business will employ to "go to market" and execute the marketing strategy. The overall goal for the marketing mix is to consistently deliver a compelling value proposition that reinforces the firm's chosen positioning, builds customer loyalty and brand equity among target customers, and achieves the firm's marketing and financial objectives. In many cases, marketing management will develop a marketing plan to specify how the company will execute the chosen strategy and achieve the business' objectives. The content of marketing plans varies from firm to firm, but commonly includes:

An executive summary Situation analysis to summarize facts and insights gained from market research and marketing analysis The company's mission statement or long-term strategic vision A statement of the company's key objectives, often subdivided into marketing objectives and financial objectives The marketing strategy the business has chosen, specifying the target segments to be pursued and the competitive positioning to be achieved Implementation choices for each element of the marketing mix

PREFACE
Generally, in studying any subject the main focus is on concept theories principles & other from the knowledge & information. MBA being a professional course, given us an opportunity not only to learn about a subject theoretically but also gives us a practical orientation. Theoretical knowledge makes the subject tedious and uninteresting. The learner does not get any direct or indirect feeling of the practical aspect. As a part of our practical studies, we the student of MBA are required to undertake any industrial visit & do the analysis of company and prepare a project report.

SPECIAL FEATURE
This project report professed by statistical data & diagram is well labeled & accompanied in details which will ensure better understanding to the decision maker.