Project Sahara

.SUMMER TRAINING REPORT AT SAHARA COMPUTERS AND ELECTRONICS LTD.
ACKNOWLEDGEMENT
First of all I would like to express my sincere thanks to SAHARA COMPUTERS AND ELECTRONICS Ltd. . for having given me an opportunity to work with them. I owe my most sincere gratitude and thanks to Mr. Ashwin Kumar Business Development Manager for his valuable guidance, constructive suggestions and healthy criticism throughout my project training which enabled me to complete this project in time. It was a great learning experience under his guidance. I am also grateful to Birla Institute Of Technology specially the MBA coordinator
Mrs. Asha Prasad for her precious suggestions and useful cooperation
I am also grateful to Birla Institute Of Technology specially the placement coordinator Dr. Kanhaiya Singh for his precious suggestions and useful cooperation for my training.
May this endeavor be of some help for the others to come.
Udveg Singh
Birla Institute Of Technology, Mesra, Ranchi (Ext-Noida)
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CONTENTS
1. Introduction 2. Schedule 3. Introduction To Sahara Computers And Electronics Ltd. 4. Methodology Used 5. About Industrial Marketing 6. Implementation Planning For Government Business 7. Requirements 8. Product Details 9. References 3 4 6 11 26 28 31 32 39
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1 INTRODUCTION
Objective
The core objective was to learn from the experiences gained during the product launch of Sahara computers and peripherals. Secondary objective included to learn skills of corporate dealings.
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2 SCHEDULE
Scope of the Project
Very little is known for sure about what makes a good product launch. But the body of knowledge is growing. Considering the amount of time and resources companies spend on new product development and the short purchase cycles of many products, new products have a surprisingly small window of opportunity in which their fates are sealed. In many cases, they have only six months to prove themselves in the marketplace. Sometimes, even well-conceived, innovative products meet with failure in the marketplace. Companies can end up pulling the plug on a perfectly good product because the launch strategy and execution failed to score high marks on the complex matrix of marketing factors that spell launch success. Marketing experts estimate that two-thirds of all new products fail within two years. Many factors contribute to this high failure rate, including the creation of products which simply do not match consumer needs or unforeseen competitive countermoves. Each year, millions of dollars are wasted when products enter the market ill prepared to meet customer expectations and requirements. Insufficient customer feedback and lack of customer involvement during the development process are the key reasons for unsuccessful launches. Customer-oriented development organizations have long championed the principle of active collaboration with target users during the development process. But even the most ardent promoters of bringing customers and partners into the product development process confront challenges when attempting to migrate the concept into practice. Early access programs, alpha and beta programs, pilot programs, and field trials are examples of customer feedback programs. These programs have both quantitative (e.g. find and fix bugs, assess interoperability, evaluate performance, etc.) and qualitative goals (e.g.
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market readiness, user acceptance, feature set completeness). These programs are logistically complex, and require a high degree of interaction with customers and your development team. While product teams are in many cases well prepared to manage the complexity of developing products, they are typically untrained, unequipped and unprepared for simultaneously managing customer feedback. Successfully validating your product with feedback from your target market will maximize market acceptance and minimize post launch costs.
Key Benefits
First hand practical industry exposure. Learnt negotiating skills required for corporate dealings and important key details required to be taken care of during product launch.
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3 INTRODUCTION TO SAHARA COMPUTERS AND ELECTRONICS LTD.
About the Company

Sahara India Pariwar steps into the field of Computers, with Sahara Computers & Electronics Limited (SCEL) through a joint Venture with Sahara Computers (Pty) Ltd., South Africa. It seeks to strengthen the countrys existing portfolio of technology products and reinforce Indias reputation in cutting edge technology, Skilled Information Communication Technology (ICT) personnel and innovation
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VISION
To be a high quality, cutting edge technology driven brand, versatile to ever changing business principles of the dynamic global market, whilst upholding our business mission and policies by continually enhancing our world class standards and competencies to the benefit of our customers.
MISSION STATEMENT
We devote ourselves to providing leading edge technologies, solutions and products of the best quality at an affordable price to the Indian market. SCEL will attain its targets by supplying the Sahara PC brand to the market with the same high quality, found in any multinational branded PCs, at an affordable white box PC price to the Indian Market.
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JOINT VENTURE PARTNERSHIPS:

SCEL is a joint venture between South African IT major Sahara Computers (Pty) Ltd and Sahara India Pariwar with Rs 1,000 crore investment. AMD (NYSE: AMD) announced that Sahara Computers and Electronics Limited (SCEL) will make industry-leading computing products available across India "The combination of AMD's award-winning processors and Sahara's prominence as one of the biggest household names in India will help bring the benefits of computing technology to more of India's population," said Mr. Ajay Marathe, President, AMD India. These solutions will include computing platforms based on AMD Athlon(tm) 64 and AMD Sempron(tm) processors for desktop and mobile computing and AMD Opteron(tm) processors for workstations and servers. Detailing its channel initiatives, George Van Der Merwe, chief operating officer, SCEL, said, "As per our assessment of the Indian IT market, unlike the West here IT business relies on channel partners; here channels are essentially the backbone of IT distribution. We are in the process of signing up distributor-partners at all major locations in the country, in addition to appointing dealers for upcountry markets. We would be adopting the regional distribution mode instead of a single national distributor for better coverage. We would be doing unit-based business with our regional distributors instead of utilizing them as stocking agents, which steals their interest."
SCEL will also leverage Sahara India Pariwar's 1,700 branches to further its business reach in the country.
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Range Of Products:
1. DESKTOP SOLUTIONS 2. MOBILE SOLUTIONS 3. DISPLAY SOLUTIONS 4. HUMAN INTERFACE SOLUTIONS 5. IMAGING SOLUTIONS 6. STORAGE SOLUTIONS 7. PORTABLE STORAGE SOLUTIONS
Sales Offices:
The IT channels are cynical about the logic of Sahara launching sub-Rs 10,000 desktop PC without monitor. Clarifying channel partners' doubt on this issue, Merwe said, "We want to do a crystal-clear business where everything will be above board. We are not hiding any installation and delivery costs while selling our machines. Above all, we have exclusively mentioned in our advertisement campaigns that monitors are ex-amount as the choice of monitor size is the customer s prerogative and we wanted to extend that freedom of choice to the consumers."
When asked about the kind of market share Sahara was looking at in its first year of India operations, Merwe said, "It would be too early in the day to talk about the market share as in the first year we would be focusing on educating the masses on how PC could facilitate their work besides strengthening our channel base. We want to become part of the pie of information technology business in India."
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The World Class Production Facility

For the main infrastructure/office set-up, SCEL is in the process of acquiring 150 acres of land in/around NOIDA, Uttar Pradesh, India. The main set-up/plant will have management set-up & facilities for Warehousing, Logistics, Research & Development, Warranty / RMA, Residential Building & a Sports & Recreation Centre. To start the primary activities SCEL is coming up with an initial set-up at Hardwar, Uttranchal, India.
INITIAL PRODUCT OFFERING

Sahara Desktop Systems. Sahara Notebook Systems. Sahara Server Systems. Sahara Peripherals
Regional Offices , Distribution Hubs (C & F ) & Service Centers
SCEL is working on appointing 25 Distribution Hubs ( C & F ) & services across India with the intention to cover the all States.
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4 METHODOLOGY USED
RANGE OF ACTIVITIES
Print Advertisements Collaterals- POP Material Sales Promotion Activities Leads Generated & Status
PRINT ADVERTISEMENTS
The Idea-computer to empower the common man The punch line-to create the difference Creative Input- IN Communications Advertising Pvt. Ltd. 24-34 age group- target Main Target- SOHO & Home Education Total BudgetAd Series - Launch Ad - Introductory Offer Ad
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LAUNCH AD
Date of Release -04.06.2005 Agency- INC Product Highlighted-Laptops & Servers Publications used
1. TOI/ ET / NBT 2. HT/ Hindustan 3. Tribune 4. Punjab Kesari 5. Rajasthan Patrika 6. Dainik Jagran 7. Dainik Bhaskar 8. Amar Ujala Budget SpentMotive- Product Launch & Brand Building
INTRODUCTORY OFFER ADS

Date Of Release -07.06.2005 Agency- INC Punch Line - Dare to compare Product Highlighted-Desktop Publications used-
1. TOI 2. HT 3. Amar Ujala-3 4. Dainik Jagaran-2 5. Dainik Bhaskar-2 6. Rajasthan Patrika 7. Tribune
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Motive- To achieve instant Sales OFFER AD-2
Date Of Release: 17.06.2005/18.06.05 Release: Self Punch Line: Best Range, Best Prices Product Highlighted: Desktop Publications Used:
1. HT 2. Dainik Bhaskar 3. Dainik Jagran 4. Amar Ujala 5. Economic Times 6. Tribune Motive- Recall-Follow up
Collaterals
Agency-INC POP Material Developed:Item 1. Posters 2. Intel Desktop Leaflets 3. AMD Desktop Leaflets 4. AMD Server Leaflets 5. Intel Server Leaflets 7. Stickers 8. Buntings 9. Umbrellas 17x22 A4 A4 A4 A4 Size Quantity 2,000 20,000 20,000 5,000 5,000 20,000 4,000 2,000 8
6. Intel Notebook Leaflets A4
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Other Promotional Material Developed by the agency:Visiting Cards, CPU Packaging, Mouse Pad, Letter Head, Monitor Packaging(15 &17),Speaker Packaging,Glow Signs ( 5 sizes), Hoarding ,Pennant,UPS Packaging.
POP SAMPLES
Laptop Intel Series Server AMD Series Server Intel Series Desktop AMD Series Desktop Intel Series Buntings Penants Glow Signs Hoarding
Sales Promotion Activities

PR Strategy TBWA
1. Media Releases / Press Releases 2. Press Conference 3. News Items
Event Management Wings

Road Shows
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PR EVENTS CHRONOLOGY-TBWA
Activity Induction Background Material Development Work Done DOI-11TH May ,with INC 12TH June-Meeting-INC -Prepared the boiler plate -Prepared the note on Sahara Computers for the website -Worked on the Vision of the company -Worked on the mission of the company -Collated information was no available -Worked on a detailed media list for SCEL -Worked on a detailed -Photo Shoot Happened -Already sent SCEL for presentation on the media training -Worked for a complete photoTBWA -Worked on a document for the photo-shoot as a ready reckoner for all the SCEL Executives shoot with all the key executives ofManagement Approval Schedule Awaited all from the net since there background information Sent/Done -Uploaded on the site. For Background Uploaded on the site Status Details
of
the
Media
Plan Briefed -Being used Uploaded on the site
necessaryInformation for Releases
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Press Conference May,
-Initially Scheduled for 21st Postponed to May- end Worked on Detailed Agenda & Broad Outline for Launch PC. Prepared Outline for Georges Presentation -Prepared Detailed Checklist for PC(with Accountabilities) -Prepared Checklist for Hotel For Invites -Prepared List of FAQS-50 Nos for SCEL - Prepared Press Release for PC Launch -Prepared 3 Samples as Draft -Sent Deadlines & -Sent -Sent -Sent -Sent -Sent
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PR EVENTS CHRONOLOGY-TBWA
Activity JUNE Activities -
Work Done Prepared a plan for June Finalised the release and got an approval on the release dissemination on 07 June Translated it into Hindi & Tamil and disseminated it all across Coverage Status sent daily Coordination on product reviews Interviews happened with Channel Times, 360 & CRN Product Launch columns being targeted Regular Job Status reports being sent on Fridays Detailed briefing documents sent for all media interviews with suggested questions Drafted answers for the CRN interviews Pitching in to be part of the industry stories gradually -
Status
-Sent Daily NDTV Quest happened & PC have
-Sent
-Sent -First one has happened with DNA
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Press Releases Press Releases

SAHARA COMPUTERS BRIDGING THE DIGITAL DIVIDE
Launches a wide portfolio of products Desktop PCs start at Rs 9,999.00 only New Delhi, 07 June 2005... With an aim to bridge the digital divide in India, Sahara Computers and Electronics Limited (SCEL), a joint venture partnership between the South African IT major, Sahara Computers (Pty) Ltd., and Sahara India Pariwar, today announced the launch of a wide portfolio of IT products in the Indian market including desktop PCs starting at Rs 9,999.00 only. The successful introduction of Personal Computers at a price less than Rs 10,000 will make it within the reach of virtually everyone and that, in turn, will poise the country for a digital revolution. Providing cutting edge technology, SCEL showcased its entire range of Desktop PCs, Notebooks and Servers also. The launch is scheduled in two phases. The first phase would concentrate on the northern region with the exception of Chattisgarh and Madhya Pradesh. In the second phase, which will be around July period, the products will be available across the country. SCEL will primarily focus on increasing the PC penetration in India by bringing affordable solutions to the common man. In this way, SCELs plans are directed at securing a leadership market share in the fast growing Indian Market. Announcing the launch, the Chief Operating Officer, Mr. George Van Der Merwe said, "Being leaders in the hardware IT segment, we wish to lead the technological innovation in India by providing the discerning Indian consumer the latest and most advanced products. What will be a delight for the Indian consumer, is our unstinted after sales support. This will revolutionize the Indian hardware market and sustain the excitement in the market in the years to come." He further added, "Product quality will be at of the highest international quality with all the worlds leading brands and will be easily accessible to
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every Indian house hold. SCELs strategy is to bridge the digital divide and make the best technology available to everyone at affordable prices." The SCEL Desktop PC is in the range of Rs.9999 to Rs. 50000. The basic model of desktop PC is a complete multimedia PC with AMD Sempron Processor 2400+, 128 MB Ram, 40GB HDD, 52X CDROM, Linux, Multimedia Speakers, Fax modem and a One year onsite warranty. What is even interesting is that the end customer can make his PC as per his requirement with an additional cost of Colour Monitor @ 3999/- (38.1cm 15), 4999/- (43.1cm 17) only! There is whole range of PCs and laptops available with AMD and Intel based processors. The PCs are designed to deliver high-end performance, multimedia technologies and proactive support to help customers easily manage digital content and information. The SCEL notebooks will be in the range of Rs. 28,000 to Rs 1.5 Lac. The SCEL Servers will be available in broadly three versions value, premium and professional series. For small businesses looking for reliable cost effective, flexible solutions, with all management requirements the value series is ideal. It is designed to assist in improving productivity. The premium series has solutions for medium to large enterprises, offering high performance processing power and data redundancy while the professional series is aimed at meeting the requirements of the large enterprise and government organization. Reliable server solutions utilizing SCSI & the latest RAID technology offers the consumer security of data. What will stand in good stead in the Indian market will be SCELs commitment in terms of after sales support and warranty directly from the company unlike most of the competition brands who are dependent on the dealer for any service and warranty. As part of this commitment, SCEL has appointed more than 800 certified engineers nationally who will be available for customer service on a national toll free no: 1600 180 SCEL (7235). SCELs initial manufacturing plant, based in Noida, Uttar Pradesh, will supply a broad range of information technology products that will include computers, servers, laptops and peripherals through 25 distribution hubs covering all major states in India. SCELs regional offices in Mumbai, New Delhi, Chennai, Kolkata, Bangalore, Hyderabad & Lucknow will provide sales, marketing and a quality service management centre to ensure that the brand is never compromised.
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About SCEL Sahara Computers and Electronics Ltd. (SCEL) is a joint venture between Sahara India Pariwar (SIP) and Sahara Computers (Pty) Limited, South Africa (SSA). It is setting up a manufacturing unit of computers, laptops and peripherals, the largest of its kind in India. This pools the expertise of the two leaders on a global scale, adding depth to India 's current information and Communication Technology (ICT) offerings. It will also strengthen the country's existing portfolio of products and reinforce the country's reputation for cutting edge technology, skilled ICT personnel and innovation. About Sahara Computers Established in 1997 Sahara Computers, South Africa assembles and markets computers and peripherals through a global distribution network that covers both established and emerging markets. The company is based in Johannesburg, South Africa and is the official distributor and Original Equipment Manufacturer (OEM) for a variety of top international vendors. Some of the key partners include AMD, Microsoft, Intel, Creative, Delta, Epson, MSI, Samsung & Symantec, etc. An accredited member of the Proudly South African campaign, the Sahara business network stretches across South Africa to include Cape Town, Durban & Port Elizabeth. The company has established a strong presence globally, with offices in Nairobi & Mombassa in Kenya, Botswana, Dubai and the U.K.
Headline :
The desktop PCs launched by Sahara Computers and Electronics
begin from Rs 9,999 for greater PC penetration in the country and launched notebooks and server too Publication
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DQ Channels.com Link
:http://www.dqchannels.com/content/search/showarticle.asp?arid=71258&way=search
Wednesday, June 08, 2005 : Sahara Computers and Electronics (SCEL), a joint
venture partnership between the South African IT major, Sahara Computers and Sahara India Pariwar, launched a wide portfolio of IT products in the Indian market, including desktops PCs starting at Rs 9,999. These PCs will make it more within the reach of people. Providing cutting edge technology, SCEL showcased its entire range of Desktop PCs, notebooks and servers. The launch is scheduled in two phases. The first phase would concentrate on the north region with the exception of Chattisgarh and Madhya Pradesh. In the second phase, which will be around July period, the products will be available across the country. Announcing the launch, George Van Der Merwe, CEO, said, "We wish to lead the technological innovation in India by providing the discerning Indian consumer the latest and most advanced products. The basic model of desktop PC is a complete multimedia PC with AMD Sempron Processor 2400+, 128 MB Ram, 40GB HDD, 52X CDROM, Linux, multimedia speakers, Fax modem and a one year onsite warranty. The end customer can make his PC as per his requirement with an additional cost of color monitor. There is a whole range of PCs and laptops available with AMD and Intel-based processors. The PCs are designed to deliver high-end performance, multimedia technologies and proactive support to help customers easily manage digital content and information. The SCEL notebooks will be in the range of Rs 28,000 to Rs 1.5 lakh. SCEL Servers will be available in broadly three versions - value, premium and professional series. For small businesses looking for reliable cost effective, flexible solutions, with all management requirements the value series is ideal. It is designed to assist in improving productivity. SCEL's initial manufacturing plant, based in Noida, will supply a broad range of information technology products that will include computers, servers, laptops and peripherals through 25 distribution hubs covering all major states.
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DQC NEWS BUREAU -MUMBAI
Sahara Offers Sub-10K PC, Plus Notebooks & Servers

By ChannelTimes Staff New Delhi, Jun 10, 2005 Sahara Computers and Electronics Limited (SCEL) today announced the launch of a wide portfolio of IT products in the Indian market including desktops PCs starting at Rs 9,999. SCEL, which is a joint venture partnership between the South African IT major Sahara Computers (Pty) Ltd and Sahara India Pariwar, also showcased its entire range of desktop PCs, notebooks and servers. The launch is scheduled in two phases. The first phase would concentrate on the northern region with the exception of Chhattisgarh and Madhya Pradesh. In the second phase, which will be around July, the products will be available across the country. SCEL will primarily focus on increasing the PC penetration in India by introducing affordable solutions. Announcing the launch, George Van Der Merwe, chief operating officer, SCEL, said, "Being leaders in the hardware IT segment, we wish to lead the technological innovation in India by providing the discerning Indian consumer the latest and most advanced products. What will be a delight for the Indian consumer, is our unstinted after-sales support. This will revolutionize the Indian hardware market and sustain the excitement in the market in the years to come." He further added, "Product quality will be at of the highest international quality with all the world s leading brands and will be easily accessible to every Indian household. SCEL's strategy is to bridge the digital divide and make the best technology available to everyone at affordable prices." The SCEL Desktop PC is in the range of from Rs 9,999 to Rs 50,000. The basic model of
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desktop PC is a complete multimedia PC with AMD Sempron Processor 2400+, 128MB Ram, 40GB HDD, 52X CDROM, Linux, multimedia speakers, fax modem and a one-year onsite warranty. The end customer can make his PC as per his requirement with an additional cost of color monitor at Rs 3,999 (38.1cm 15), Rs 4,999 (43.1cm 17), the company said. A whole range of PCs and laptops is available with AMD- and Intel-based processors. The PCs are designed to deliver high-end performance, multimedia technologies and proactive support to help customers easily manage digital content and information, the company said. The SCEL notebooks will be in the range of from Rs 28,000 to Rs 1.5 lakh. The servers will be available in broadly three versions value, premium and professional series. The value series is designed for small businesses looking for reliable costeffective, flexible solutions, with all management requirements. The premium series is targeted at medium to large enterprises, while the professional series is aimed at meeting the requirements of the large enterprise and government organizations.
SCEL will offer warranty directly. It has appointed more than 800 certified engineers nationally who will be available for customer service on a national toll-free no: 1600 180 SCEL (7235). SCEL's initial manufacturing plant, based in Noida, Uttar Pradesh, will supply a broad range of information technology products that will include computers, servers, laptops and peripherals through 25 distribution hubs covering all major states in India. Its regional offices in Mumbai, New Delhi, Chennai, Kolkata, Bangalore, Hyderabad and Lucknow will provide sales, marketing and a quality service management center.
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Sahara Takes the Regional Distributor Route

By Anjali Choudhary New Delhi, June 17, 2005 Channel times After announcing the launch of Sahara brand products in the Indian market, Sahara Computers and Electronics Limited (SCEL) is now in the process of putting its channel network in place. The vendor intends to adopt a twotier channel model with regional distributors and dealer partners. SCEL is a joint venture between South African IT major Sahara Computers (Pty) Ltd and Sahara India Pariwar with Rs 1,000 crore investment. Detailing its channel initiatives, George Van Der Merwe, chief operating officer, SCEL, said, "As per our assessment of the Indian IT market, unlike the West here IT business relies on channel partners; here channels are essentially the backbone of IT distribution. We are in the process of signing up distributor-partners at all major locations in the country, in addition to appointing dealers for upcountry markets. We would be adopting the regional distribution mode instead of a single national distributor for better coverage. We would be doing unit-based business with our regional distributors instead of utilizing them as stocking agents, which steals their interest." SCEL will also leverage Sahara India Pariwar's 1,700 branches to further its business reach in the country. According to Merwe, the company has not put forward any criteria for channel selection and is open to joining hands with partners who are not even in the IT business. Merwe said, "We will tie up with partners who have strong vision for business, not necessarily in the IT domain, as we require partners' support to excel in this highly competitive market." SCEL has launched six desktop PC models, of which three are AMD-based while the remaining three are Intel-based models available in the price range of Rs 9,999 to Rs 50,000. Its notebook range has one AMD- and four Celeron-based models, which come in the price bracket of Rs 28,000 for entry level to Rs 70,000-Rs 80,000 for high-end notebooks. Sahara s basic server model costs around Rs 35,000, which is suited for small business requirements, and its professional servers are priced at Rs 2 lakh, designed for large enterprises and government organizations. The IT channels are cynical about the logic of Sahara launching sub-Rs 10,000 desktop PC without monitor. Clarifying channel partners' doubt on this issue, Merwe said, "We want to do a crystal-clear business where everything will be above board. We are not hiding any installation and delivery costs while selling our machines. Above all, we have exclusively
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mentioned in our advertisement campaigns that monitors are ex-amount as the choice of monitor size is the customer s prerogative and we wanted to extend that freedom of choice to the consumers."
The
Hindu-Website;
Online
Edition:Sahara
Computers
launches range of IT products

Saturday, Jun 11, 2005 CHENNAI: Sahara Computers and Electronics Limited (SCEL), a joint venture between the South African IT major, Sahara Computers (Pty) Ltd., and Sahara India Pariwar, has launched a wide portfolio of IT products in the Indian market, including desktops PCs starting at Rs. 9,999 and going up to Rs. 50,000. The launch is scheduled in two phases. The first phase would concentrate on the northern region with the exception of Chhattisgarh and Madhya Pradesh. In the second phase, which will be around July, the products will be available across the country. The SCEL notebooks will be in the range of Rs. 28,000 to Rs. 1.50 lakh, says a release.
News-Items-Publications
1. Amar Ujala-Karobar-9th June-Delhi-Georges Interview-Hindi Headline- Computer Bazaar mein Sahara ka Dhamakedar Pravesh 2. Dainik Bhaskar-Corporate Bhaskar-8thJune-Delhi-Jaipur-Hindi Headline- SCEL ke Desktop PC 9,999 mein 3. TOI-Times Sports-10th June- Delhi-English Headline- Bollywood joins A1 GP brigade
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5 ABOUT INDUSTRIAL MARKETING

Industrial marketing consists of all activities involved in the marketing of products and services to organizations (i.e. commercial enterprises, profit and not-for-profit institutions, govt agencies and resellers) that use products and services in the production of consumer or industrial goods and services, and to facilitate the operation of their enterprises. Viewed from perspective of marketing industrial marketing is , then, human activity directed toward satisfying wants and needs of organization through the exchange process. The exchange transactions in the industrial market consists of 1. Product or service exchange. 2. Information exchange. 3. Financial exchange 4. Social exchange. In the industrial market , channel tends to be more direct. Manufacturers try to use their own sales force. Buyer tend to be better concentrated. Fewer layers of intermediaries exist. Where intermediaries are used, manufacturers, representatives and industrial distributors or dealers facilitate the flow of goods. There is a much greater emphasis on personal selling. Advertising is used to lay a foundation for the sales call rather than serve as the primary communication tool. As far as my experiences at sahara are concerned its was acting and using the market potential in India as a reseller. Thus going for industrial market as a resellers market. For the same Big organizations like S.C.E.L., do not purchase goods and services for personal consumption, but do so to facilitate the operations of their businesses. For them most of the buying is conducted through central headquarters, then sold furter to their target customers through the use of their dealers and distributors of that area, who form a part of their small but existing channel of sales in India. They also aid them in finding out new customers through SCELs own dedicated sales team which is also assisted by their exclusive 24 hour call centre for any help if needed by any existing or prospected customer.
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Many large sellers are technically oriented in their purchasing procedures and set detailed specifications that govern the production of goods that are purchased under the buyers private brand. Buyers often require alterations to enhance the quality of materials, workmanship and styling. They may specify the eliminations of factors that add to the cost without providing additional retail value to the product. Attributes such as delivery, availiability of spare parts, and maintenance can play a heavy role in determining a products success or failure in the resellers market. Profit margin Resellers are more concerned with the price of goods then are industrial buyers. This is true because of the emphasis that their customers, the ultimate consumers, place on price. Moreover a resellers eventual profits are primarily determined by gross product margin: the difference between buy price(trade discount) and the manufacturers suggested resale price. Thus a manufacturers product will be attractive to resellers only if it can be retailed competitively and still provide a reasonable profit margin. Price in this market is used as a promotional tool. Industrial customers are organizations businesses, institutions, and government agencies wit unique needs. The industrial marketing concept more than facilitating exchange with these customers; it is philosophical point of view that has as its basis the formation of a partenership between buyer and seller for the purpose of achieving the organizational goals of both. Too often, industrial organizations tend to be technically oriented much more interested in a particular product and its technical development. It is not unusual therefore, that technical values tend to dominate their decision making.
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6 IMPLEMENTATION PLANING FOR GOVERNMENT BUSINESS
States to be covered in the first phase Delhi East up West up Chandigarh Haryana
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STATE WISE PLAN Delhi

Total government business potential: Rs 200 crore Through DGS&D, NIC, NICSI AND NCCF Tenders Where Scel Cannot Participate Where SCEL Can Participate Through Dealers/Partners 60% 20% 20%
In Delhi SCEL Had To Choose 2 Dealers And 2 System Integrators.
West up
Total government business potential: Rs 50 crore PLACES IDENTIFIED FOR DEALERS NOIDA GHAZIABAD MEERUT ALIGARH AGRA
MAJOR CUSTOMERS IN WEST UP CDA MEERUT ALIGARH MUSLIM UNIVERSITY DEFENCE DEPARTMENT AGRA INSTITUTES IN AGRA, NOIDA AND GHAZIABAD.
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HARYANA
Total government business potential: Rs 50 crore PLACES IDENTIFIED FOR DEALERS GURGAON FARIDABAD AMBALA KURUKSHETRA PANIPAT
MAJOR CUSTOMERS IN HARYANA RAIL COACH FACTORY AMBALA IOCL REFINERY PANIPAT NFL PANIPAT KURUKSHETRA UNIVERSITY KURUKSHETRA
CHANDIGARH
Total government business potential: Rs 30 crore NO OF DEALERS TO BE APPOINTED : 2. MAJOR CUSTOMERS DOEACC C-DAC DEFENCE DEPARTMENTS
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7 REQUIREMENTS
FOR PRESENTATION BEFORE CUSTOMERS
CORPORATE PROFILE SUPPORT PLAN VISITING CARDS SOMETIME LAPTOP FULL PRODUCT RANGE DETAIL TERMS AND CONDITIONS WITH THE CORPORATE DEALERS
DOCUMENTS REQUIRED FOR REGISTRATION

ITCC STCC BALANCE SHEET MOA PRODUCT DETAILS PRODUCT CERTIFICATION DETAILS MANUFACTURING UNIT DETAILS PROFILES ORDER COPIES TECHNICAL STAFF DETAILS ALL OVER INDIA SUPPORT PLAN DETAILS
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8 PRODUCT DETAILS
Introduction:
SCEL has launched six desktop PC models, of which three are AMD-based while the remaining three are Intel-based models available in the price range of Rs 9,999 to Rs 50,000 Sahara s basic server model costs around Rs 35,000, which is suited for small business requirements and its professional servers are priced at Rs 2 lakh, designed for large enterprises and government organizations
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PRODUCT DETAILS
Desktop Solutions Sahara DT7000 Series Memory H. D. D. Optical Drive Mouse Operating System Sahara DT5000 Series Memory 256 MB upgradeable to 2048 MB H. D. D. Optical Drive Mouse Operating System Mobile Solutions Sahara NB7000 Series Video Graphics (Integrated) Core Chipset Memory HDD Optical Drive Mouse INTEL 855GM 256MB DDR 266MHZ 40 GB Combo Optical (Mini) 80 GB Standard (ATA/SATA) CD-Writer Optical LINUX 256 MB upgradeable 80 GB Standard CD-Writer Optical Microsoft Windows to 2048 MB (ATA/SATA)
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Display Solutions Sahara 106.68 cm(42) Plasma Colour True Colour
Experience Digital Home Sound Screen Size SRS True Surround 42 inch Picture XT,Virtual 5.1 Channel Sound with 2 Way Speaker
HDTV Compatible Picture Over
Display Solutions Sahara 43.18cm(17) TFT LCD Monitor Panel Viewable Size Feature Colour Stylish Flat Design 17 inch TCO; Plug & Play;Auto Adjust Built In Speaker True Colour
Sahara 38.1cm (15)TFT LCD Monitor Panel Viewable Size Feature Colour Stylish Flat Design 15 inch TCO; Plug & Play; Auto Adjust Built In Speaker True Colour
Sahara 48.26cm(19) CRT Monitor Viewable Size Resolution Max. Resolution Strain Eye) 17.9 inch 1280 x 1024 @ 85 HZ 1600 x 1200 Decreased due to multi-layer coating.
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Sahara 43.18cm(17) CRT Monitor Viewable Size Resolution Max. Resolution Horizontal Freq. Vertical Freq. Choice Sahara Optical Mouse Experience the Speed Superior Precision of Optical Handy Scroll Wheel Five Buttons for quick response Works on most Surfaces Smooth Operation Slick & Stylish Design Experience the Speed Superior Precision of Optical Handy Scroll Wheel Five Buttons for quick response Works on most Surfaces Smooth Operation Technology Technology 15.7 inch 1024 x 768 @ 85 HZ 1280 x 1024 30-70 Hz 50-160 Hz Corporate
Sahara Mini Optical Mouse
Sahara Internet / Office Keyboard Designed to optimize efficiency Control multimedia Function from With special Wheel Design for more One touch access to Multimedia, Hotkeys user-friendly) connection for
Keyboard convenience Internet, e-mail WORD & EXCEL

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Sahara Internet / Office Keyboard Stylish & High quality PS 2 Interface Standard 104 keys Designed for Microsoft Windows XP Sahara Wireless Internet / Office Keyboard Stylish & High quality with WIRELESS freedom All-in one solution Special wheel design for more convenience One-touch access to Multimedia, Internet, e-mail Designed for Microsoft Windows XP Bundle with Mouse Sahara Flatbed Scanner Ideal for home user True 48 Bit Colour Enhanced Resolution 19200 x 19200 5 One click buttons for handy operation Supports Windows Xp
Sahara Digital Camera Easy to use 3.2 Mega-Pixel advanced Sensor 1.5 inch colour , TFT-LCD 16 MB built in flash memory Sahara DVD + / - RW Writer Ultimate Multimedia Experience
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Combining CD & DVD technology with max. capabilities
recording DVD 4.7GB
Capacity of CD 74 min(650MB), 80 min(700MB) ; Sahara Combo Drive Combo Drive CD-RW & DVD ROM in one mechanism Supports all kind of CD formats Supports Buffer Under run Prevention Technology Interchangeable to Black / Ivory Bezels Sahara CD-RW Affordable backup solution Enables SOHO user to backup valuable data Supports all kinds of CD formats. Supports buffer Under run Prevention Technology. Sahara 5 in 1 Flash Memory Flash Memory Portability Digital Video Recorder Voice Recorder Digital Camera USB Storage Web Cam Sahara USB Pocket Drive Stylish & Convenient to transport data Store & Take Files Back Up & Share Files with other Portable & Small Light weighted Design Ideal for Note Book & Desk Top Capacity 128MB to 1 GB
( Multi Functional)
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Sahara 2.1 Stereo Speaker Set New Dimension in Sound Quality Sahara Multimedia Stereo Speaker Set Minimize the space utilize Maximize the sound experience 13 inch full range cone Speaker Unit Sahara Multimedia Stereo Headset Delivers quite working environment High quality sound With volume control & microphone Sahara Optical Media High speed recording Excellent Thermal Sensitivity Maintain Data Integrity Without Degrading Sahara 56 K External Modem Unparallel High Speed
Reliable Performance Design with latest USB Technology Significantly faster than Serial Port Modem Sahara 56 K Internal Modem Modem with Conexant Technology Faster data transfer from modem to CPU Supports both V 92 & V 90 standards
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ACPI management Line Quality Monitoring & Retraining Tone / Pulse Dialing ICASA approved
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9 REFERENCES:
IDC India Dataquest Magazine www.Gigabyte.com www.saharacomputers.co.in www.dataquest.com Wisegeek articles www.lcd-monitor-online.com www.gertner.com www.theunwired.net www.expresscomputeronline.com NE Asia online Economic Times
Page 41 of 41

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.SUMMER TRAINING REPORT AT SAHARA COMPUTERS AND ELECTRONICS LTD.

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

Birla Institute Of Technology, Mesra, Ranchi (Ext-Noida)

.SUMMER TRAINING REPORT AT SAHARA COMPUTERS AND ELECTRONICS LTD.

Birla Institute Of Technology, Mesra, Ranchi (Ext-Noida)

.SUMMER TRAINING REPORT AT SAHARA COMPUTERS AND ELECTRONICS LTD.

Birla Institute Of Technology, Mesra, Ranchi (Ext-Noida)

.SUMMER TRAINING REPORT AT SAHARA COMPUTERS AND ELECTRONICS LTD.

.SUMMER TRAINING REPORT AT SAHARA COMPUTERS AND ELECTRONICS LTD.

Birla Institute Of Technology, Mesra, Ranchi (Ext-Noida)

.SUMMER TRAINING REPORT AT SAHARA COMPUTERS AND ELECTRONICS LTD.

3 INTRODUCTION TO SAHARA COMPUTERS AND ELECTRONICS LTD.

About the Company

Birla Institute Of Technology, Mesra, Ranchi (Ext-Noida)

.SUMMER TRAINING REPORT AT SAHARA COMPUTERS AND ELECTRONICS LTD.

Birla Institute Of Technology, Mesra, Ranchi (Ext-Noida)

.SUMMER TRAINING REPORT AT SAHARA COMPUTERS AND ELECTRONICS LTD.

JOINT VENTURE PARTNERSHIPS:

Birla Institute Of Technology, Mesra, Ranchi (Ext-Noida)

.SUMMER TRAINING REPORT AT SAHARA COMPUTERS AND ELECTRONICS LTD.

Birla Institute Of Technology, Mesra, Ranchi (Ext-Noida)

.SUMMER TRAINING REPORT AT SAHARA COMPUTERS AND ELECTRONICS LTD.

The World Class Production Facility

INITIAL PRODUCT OFFERING

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

Birla Institute Of Technology, Mesra, Ranchi (Ext-Noida)

.SUMMER TRAINING REPORT AT SAHARA COMPUTERS AND ELECTRONICS LTD.

Birla Institute Of Technology, Mesra, Ranchi (Ext-Noida)

.SUMMER TRAINING REPORT AT SAHARA COMPUTERS AND ELECTRONICS LTD.

INTRODUCTORY OFFER ADS

.SUMMER TRAINING REPORT AT SAHARA COMPUTERS AND ELECTRONICS LTD.

Motive- To achieve instant Sales OFFER AD-2

6. Intel Notebook Leaflets A4

.SUMMER TRAINING REPORT AT SAHARA COMPUTERS AND ELECTRONICS LTD.

Sales Promotion Activities

Event Management Wings

Birla Institute Of Technology, Mesra, Ranchi (Ext-Noida)

.SUMMER TRAINING REPORT AT SAHARA COMPUTERS AND ELECTRONICS LTD.

Plan Briefed -Being used Uploaded on the site

necessaryInformation for Releases

Birla Institute Of Technology, Mesra, Ranchi (Ext-Noida)

.SUMMER TRAINING REPORT AT SAHARA COMPUTERS AND ELECTRONICS LTD.

Press Conference May,

Birla Institute Of Technology, Mesra, Ranchi (Ext-Noida)

.SUMMER TRAINING REPORT AT SAHARA COMPUTERS AND ELECTRONICS LTD.

Activity JUNE Activities -

-Sent Daily NDTV Quest happened & PC have

-Sent -First one has happened with DNA

Birla Institute Of Technology, Mesra, Ranchi (Ext-Noida)

.SUMMER TRAINING REPORT AT SAHARA COMPUTERS AND ELECTRONICS LTD.

Press Releases Press Releases

Birla Institute Of Technology, Mesra, Ranchi (Ext-Noida)

.SUMMER TRAINING REPORT AT SAHARA COMPUTERS AND ELECTRONICS LTD.

Birla Institute Of Technology, Mesra, Ranchi (Ext-Noida)

.SUMMER TRAINING REPORT AT SAHARA COMPUTERS AND ELECTRONICS LTD.

The desktop PCs launched by Sahara Computers and Electronics

Birla Institute Of Technology, Mesra, Ranchi (Ext-Noida)

.SUMMER TRAINING REPORT AT SAHARA COMPUTERS AND ELECTRONICS LTD.

Birla Institute Of Technology, Mesra, Ranchi (Ext-Noida)

.SUMMER TRAINING REPORT AT SAHARA COMPUTERS AND ELECTRONICS LTD.

DQC NEWS BUREAU -MUMBAI

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

.SUMMER TRAINING REPORT AT SAHARA COMPUTERS AND ELECTRONICS LTD.