A PROJECT REPORT On

CERTIFICATION

This is to certify that the project report titled Sales Promotion Program of Toshiba Portables, is a bonafide work carried out by Gaurav Dev, a student of P.G.D.B.M. of Guru Nanak Institute of Management under my guidance and direction.

Signature by guide

MR. ANKUR SABHARWAL (Business Executive HCL Infosystem)

ACKNOWLEDGEMENTS
I would like to thank HCL Infosystem Ltd, for providing the opportunity to work on the project Sales Promotion of Toshiba Laptaps. I would like to pay my regards to the staff of HCL Infosystem for their kind support and for providing meaningful direction to the project. Special thanks to Mr. Amit Dhar (Manager Sales) and Mr. Sukesh Dutt Mehta Infosystem) who helped in project. My sincere thanks to Mr. Ankur Sabharwal (Business Executive, HCL Infosystem) my supervision, who helped me with knowledge and morale. I would like to extend my gratitude to Dr. Nirmal Singh (Director of GNIM) whose guidance and inspiration over the past one year enhanced my knowledge. Finally I would like to thank to my family member Amber, Abha, Pratibha and Ginny for their passionate support. (Business Executive, HCL

enhancing my knowledge about the

TABLE OF CONTENTS

TOPICS Introduction Objectives Methodology of Research Tools of Data Collection Analysis of Data Conclusion Bibliography Annexures

COMPANY PROFILE
Toshiba, a world leader in high technology, is an integrated manufacturer of electrical and electronic products spanning information & communications equipment and systems (PC and other computer systems, storage devices, telecommunications equipment, social automation systems, medical electronics

equipment, space related products, etc.), electronic components & materials (semiconductors, electron tubes, optoelectronic devices, liquid crystal display, batteries, printed circuits boards, etc.), power systems & industrial equipment (industrial apparatus, power generating plants, transportation equipment, elevators &

escalators, etc.) and consumer products (video and digital home products, home appliances, etc.). The company has a proud tradition of achievement. In over 126 years of operation, Toshiba has recorded numerous firsts and made many valuable contributions to technology and society. The company is today the world's 7th largest integrated manufacturer of electric and electronic equipment, has over 188,000 employees worldwide, and enjoys annual sales of over US$47 billion on a consolidated basis. Toshiba is now aiming for enhanced recognition as an excellent global corporation in the 21st century. Towards achieving this, the company is developing the required global management structures and systems, and combining these innovations with a change in awareness that sends a clear message to customers and competitors.

Management Innovation (MI2001) is a major initiative now being promoted throughout Toshiba Group. MI2001 directs six sigma methodology to promoting transformations in Toshiba's

management and businesses that advance the creative destruction and competitive superiority required to achieve customer

satisfaction, and to involve all employees in the making of a new corporate culture.

PROJECT

OBJECTIVES

OBJECTIVES
To Explore New avenues of Sales Promotion for Toshiba

Laptops. Specific Objectives To conduct the sales promotion activities, by the

demonstration of newly launched laptop in corporate offices. To increase the sale s of laptops. To do a small market research along with the demonstration.

SCOPE

SCOPE
This project will help HCL, to be known by corporate as

market of Toshiba Laptops in India. This project will help HCL to improve the weaknesses in

Laptops and to know what people actually want in Laptops. This project will also help HCL in making good relations with

different companies.

methodology

METHODOLOGY
Source: Many MNCs and Indian corporates have offices in Delhi and NCRs (national Capital Regions). It is physically impossible to cover all of them in 2 month of duration. Hence it would be sensible that we should chooses the one NCR and work on it. Sampling: Most of my work is concentrated in NCRs specially in Gurgaon. Here you can find many corporate buildings like DLF Gateway, Square, Signature, Vatika, JMD, Plaza, Global Business Park, Corporate Park etc. So sampling is based on our convenience and it is carried out on random basis i.e. we used to fix up calls and then used to carryout our research. Target-Segment: Comprises of 45 companies both MNCs and Indian Corporate houses. Most of them are manufacturing units specially textile, then followed by IT, telecom service, Auto, Pharma.

Procedure HCL assigned me the project of Sales Promotion of Toshiba Laptops. This includes: (i) (ii) Coldcalls Fixed calls

I was assigned 3 dealers for above purpose. (i) (ii) (iii) Agrani switch (Lajpat Nagar) Agrani Switch (Ansal Plaza) Agrani Switch (Gurgaon)

The above calls may include demos of Laptop or just providing them information about our various products without demos and to bring a consumer feedback inform of am filled questionnaire. The data base was provided by either HCL office (Noida) or by these Agrani Switches. HOW CALLS USED TO BE CARRIED OUT I used to called the data base of companies (which includes

phone no, addresses, and name of contact persons) from HCL or from Agranis. After getting the data base, I used to make phone calls and

try to take appointments. Some times of used to go for cold calls (i.e. I used to visit corporate offices without fixing any appointments).

During these calls I trend to provide them with the our products and also to gain information

information about

about their I.T. or EDP structure (Questionnaire). This also acted as the consumer feedback in many cases. Many a times the information was provided to me by

manager on phone (especially in the cases where brand loyalty was quite high).

DATA BASE
S.No Name of Organisation . 1. Enchante 2. 3. 4. 5. 6. 7. 8. 9. 10. Shyam Communication Graffiti Exports Ascom Pathnet Rakheja Enterprises Prasha Limited Address Plot No. 384, Udyog Vihar, Phase IV, Gurgapon 246, Phase IV, Udyog Vihar, Gurgaon 377, Udyog Vihar, Phase II, Gurgaon 34, Udyog Vihar, Phase IV, Gurgaon Plot No. 31, Sector 18, Udyog Vihar, Guargona 74, Udyog Vihar, Phase IV, Gurgaon

Technologies 249 C, Udyog Vihar, Phase IV, Gurgaon

Jay switches (India) Pvt. Plot No. 407, Phase III, Ltd. Udyog Vihar, Gurgaon Global Exchange Safexpress Plot No. 30, sector 18, Gurgaon Safex Cargo Complex, 28 Sector 18, Udyog Vihar Gurgaon 10th Floor, DLF, Gateway Tower R-Block, Phase III, DLF City, Gurgaon DLF square, Zacaranda Marg, M Block, DLF City, Phase II, Gurgaon 250 Udyog Vihar Phase IV, Gurgaon

11.

Free Market

12.

Xerox

13.

SGS

14. 15. 16.

Multi Tech Evalueserve Voltas Limited

249 B, Udyog Vihar, Phase IV, Gurgaon 7th Floor Block 4B, DLF Corporate Park, Phase III A-43, Mohan Co-operative Industrial Estate, Mathura Road, New Delhi 9th Floor, DLF Gateway Tower, DLF City, Phase III, Gurgaon Plot No. 410, Udyog Vihar, Phase III, Gurgaon Gateway Towers, 3rd Floor, DLF City, Phase III, Gurgaon UV-68, Udyog Vihar, Phase IV, Gurgaon 808, Tower-2, Signature Tower, South City, Gurgaon A-A1, A2 Enkay Centre, Udyog Vihar, Gurgaon Block-2B, DLF Corporate Park, DLF City, Phase III, Gurgaon. 210, Ashirwad Commercial Complex, D-1, Green Park, New Delhi

17. 18. 19. 20. 21. 22. 23. 24.

Redcats Alankar Creations Corning Kaybee Overseas (P) Ltd. DDS American Express IGT Solutions Promed exports Pvt. Ltd.

25.

Swiss Airlines

International First India Place, Block A, Ground Floor, Sushantlok Phase-I, Mehrauli- Gurgaon Road, Gurgaon First India Place, Block A, Sushantlok, Phase-I, Ground Floor, Tower-B, MehrauliGurgaon Road, Gurgaon

26.

Induslnd Bnak

27. 28.

Gopal Pvt.Ltd. Colby

Clothing

Co. 247, Udyog Vihar, Phase II, Gurgaon 804-808, 8th/F, Tower B, Global Business Park, Mehrauli-Gurgaon Road, Gurgaon. Global Business Park, 6th Floor, Tower B, Mehrauli, Gurgaon Road, Gurgaon A-292/1, Okhla Industrial Area, Phase I, North Delhi. Pvt. Plot No. 29, Sec. 18, Maruti Industrial Complex, Udyog Vihar, Gurgaon. 55-56, Udyog Vihar, Phase IV, Gurgaon Plot No. 295, Phase IV, Udyog Vihar, Gurgaon 14A , Maruti Industrial Complex, Sector 18, Udyog Vihar, Gurgaon 874, Udyog Vihar, Phase V, Gurgaon Global Business Park, Tower B, 2nd Floor, Mehraulit Gurgaon Road, Gurgaon 1001, 1002, Signature Towers, Tower A, N. H-8, South City-I, Gurgaon 14th Floor DLF Square, Jacarand Marg, DLF City, Phase II, Gurgaon 9th Floor, DLF Square, Jacarand Marg, Phase II, DLF City.

29.

ICI

30. 31.

Vayubodhan Dynamic Ltd. Britannica Spectrum Orient Craft Fashion

32. 33. 34.

35. 36.

Brakes Indial (Ltd) Inox Global Services Ltd.

37.

dp Solutions

38.

Fluor

39. 40.

Fidelity Investments

Huwai Technologies (I) India Contact Detail (104th Floor,

Co. Ltd. 41. 42. 43. 44. 45. ECS Limited Teleperformance India Bausch and Lomb Senior Flexonics (Ltd)

DLF Square, Jacarada M-Block, DLF City, Phase-II, Gurgaon 804, Signature Towers, Tower A, South City-I, Gurgaon 387, Udyog Vihar, Phase II, Gurgaon 7th Floor, Enkay Towers, Udyog Vihar-V, Gurgaon 394, Udyog Vihar, Phase III, Dundahera, Gurgaon

Arysta Agro Asia Pvt. Ltd. 80A, Signature Tower, South City I, NH-8, Gurgaon

ANALYSIS AND FINDINGS

1. NATURE OF THE SECTOR VS. NUMBER OF COMPANIES Nature of Sector Auto Chemical Manufacturing FMCG IT Telecom Pharma Service No. of Companies 0 0 22 0 9 5 1 8

Pharma 2%

Service 18%

Auto 0%

Chemical 0% Manufacturing 49%

Telecom 11%

IT 20%

FMCG 0%

2. NUMBER OF DESKTOPS Number of Desktops 0-20 21-50 50-100 100-199 More than 200 No. of Respondents 18 11 11 1 4

100-199 2% 50-100 24%

More than 200 9% 0-20 41%

21-50 24%

Most of the companies in our research are mid-size or small

size Indian business houses. Therefore the number of desk top use in them is between 0-20.

3. BRANDS OF DESKTOPS Brands of Desktops HP IBM Compaq Assembled Mix DELL Wipro HCL No. of Respondents 4 5 5 10 15 4 2 0

DELL 9%

Wipro 4%

HCL 0%

HP 9% IBM 11%

M ix 34% Assembled 22%

Compaq 11%

It is clear from the above that forms are using a mix of

brands of computers, the reason may be that purchases are carried on at different times and for different needs. Assemble computers are also used in large numbers because

of their being low in cost.

4. MOST PREFERED BRAND OF SERVER Brand of Server Compaq IBM Wipro Assembled DELL HP Mix HCL No. of Respondents 24 6 1 1 3 6 4 0

HP 13%

M ix 9%

HCL 0%

DELL 7% Assembled 2% Wipro 2% IBM 13% Compaq 54%

The most preferred brand is Compaq.

5. NUMBER OF LAPTOPS Number of Laptops None 1-5 6-10 11-15 16-20 21-30 32-40 41-50 51-100 More than 100 No. of Respondents 8 16 10 3 2 1 1 1 1 2

21-30 2% 16-20 4% 15-Nov 7%

32-40 2% 41-50 2%

51-100 M ore than 100 2% 4%

None 18%

10-Jun 22%

5-Jan 37%

Since data has more of medium size or small size Indian

companies therefore the highest of observations are falling in second category.

6. MOST PREFERRED BRAND OF LAPTOPS Number of Laptops None Compaq DELL IBM Toshiba Mix HP Sony No. of Respondents 8 7 7 6 3 11 2 1

HP 4% Mix 24%

Sony 2%

None 18%

Toshiba 7%

Compaq 16% IBM 13% DELL 16%

From the above data it is clear that companies are and using a number of different brands

purchasing

simultaneously the reason is that purchases are carried at different times and for different purposes.

7. THE MOST PREFER DESIGN Design All in one design with (FDD) CDRom built in Thin and light weight note book No. of Respondents 24 13 8

Advance performance with selectable bay options and docking solution

Advance performance with selectable bay options and docking solution 18%

Thin and light weight note book 29%

All in one design with (FDD) CD-Rom built in 53%

Since most of the organizations taking laptops has the

alternative to desktops. Therefore they prefer those laptops which have maximum number of features. After this it is followed by the thin and light weight notebooks

which are provided to field managers and higher management officials. Lightweight books are easy to carry and hence they are used mobile computers.

After this many organization look forward to the expansion

capacity of computers (Laptops) so that they can be use for various purposes like demos, presentations etc. 8. THE MOST PREFERRED FEATURES Features Brand Name Innovation and Technology Quality Price are competitive General design and good looks Large display screen size User friendly pointing device CPU processor speed Memory RAM capacity Hard disk capacity Expansion capabilities Comfortable keybordsize Good sound and multi media system
30 25 20 15 10 5 0
Brand Name Quality General design and good looks User friendly pointing device Memory RAM capacity Expansion capabilities Good sound and multi media system Innovation and Technology Price are competitive Large display screen size CPU processor speed Hard disk capacity Comfortable keybordsize

No. of Respondents 12 1 2 1 0 0 0 26 3 0 0 0 0
26

12

3 0 0 0 0

Most of managers/Laptop operators want to

see their

laptops with latest CPU chip i.e. higher ability of processing data.

They will certainly prefer the laptop with P IV to those laptops

which have P III CPU in them. The second most popular feature is laptop is brand name-

this ensure service and support provided by the brand. The sent of features are also important but their important

depend more upon the nature of work carried out by the organisation

CONCLUSION

CONLUSION
After the signing of GATT, India has witnessed a tremendous growth of MNCs and rise of its own industries and corporate houses in a big way. These organization require IT set ups for many purposes. As a result IT itself has become a very big industry today. To fulfill the needs of the industries and business organization many IT companies are competing with each other. IBM, Compaq, HCL, Toshiba, DELL, Sony, Zenith etc are few of them. They provide a number of products ranging from desktops to palm tops. In course of our study we find that in few areas specially NCR like Gurgaon we faced many problem in pitching our products. The reasons vary from strong rival brand loyalty to lack of consumer awareness. There is no doubt that Toshiba products are of high quality however they have failed to get the appropriate share of the market. This is because of Toshibas late entry in India. ON the other hand DELL and IBM are fulfilling their consumers need for a long time. And hence enjoy brand loyalty. Toshiba should not look towards these rival brand loyal corporates as their potential

customer but they should try to pitch their product to medium or small size, industries and business orgnaisation where there is less brand loyalty. Toshiba should also being latest configuration at reasonable prices before its rival brands. This will certainly attract huge no. of

customers, as many go to IBM company and DELL because configuration (For instance P-IV configuration) wherever I gave demos or made call they asked me about p-4 configuration. Toshiba can achieve good result in sales by providing good after sale services, good configuration and most importantly by providing good financial schemes which can be flexible to suit high as well as middle level management.

LIMITATIONS
Limitations of project Difficulty in getting appointments. Unsuccessful cold calls (hard hearted security guards). Many of EDP managers mentioned they had official contracts

with certain brands and were not open to listening to an sales pitch.

BIBLIOGRAPHY
www.toshiba.com www.hclinfosystem.com www.agrani.esselgroup.com www.dataquest.com www.icd.com www.hcl.com