PRESENTED BY:-

•ETHEN FONSECA
OBJECTIVE
 To understand the current performance of Sahara
Laptops in the market
To understand the product acceptability by the
Indian masses
To analyze the market by using the Marketing Mix
i.e. the 4 P’s Of Marketing
To understand the customer’s needs &
requirement from the analysis of market survey
TO REPOSITION SAHARA LAPTOPS IN THE MARKET.
ABOUT
SAHARA…
 Sahara Computers and Electronics
Limited (“SCEL”), an associate of
Sahara Computers (Pvt) Limited,
currently the largest operation of its
kind in South Africa (“SSA”) entered
the Indian market in mid 2005.

 SCEL deals in desktop, laptops,

server, lifestyle products like digi
cams, plasma TV, scanner, MP3
players, 5 in 1 flash drive, the web
cam and various accessories like
pen drive, mouse, etc.
METHODOLOGY
USED
Concept development
Get the secondary data.
Developing the Questionnaire for the survey.
Conducting a market survey.
Interview the dealers of Sahara Laptops.
Organize the collected data.
Interpret the collected data.
Create a Project Report.
PRIMARY
SOURCE
It is the first hand information.
Includes Market surveys, interviews etc.
SECONDARY
SOURCE
Secondary Source is the Internet.
It also includes information from
news papers, brochures and
pamphlets.
DATA
ANALYSIS(CUSTOMERS)
1) DOES YOUR WORK REQUIRE A LAPTOP?
2) DO YOU OWN A 3) WHICH LAPTOP DO THE
LAPTOP (OVERALL)?CUSTOMERS OWN?
4) BRANDS PREFERRED BY 5) WHAT INFLUENCES CUSTOMER
PEOPLE WHO DON’T OWN A WHILE BUYING A LAPTOP?
LAPTOP.
6) PEOPLE WHO HAVE COME 7) PEOPLE WHO WOULD LIKE
ACROSS SAHARA LAPTOPS. TO BUY SAHARA LAPTOPS.
8) WHY IS SAHARA LAGGING IN
COMPETETION?
 DEALERS’
ANALYSIS
1) WHAT DO CUSTOMERS 2) IS SAHARA LAPTOP
LOOK FOR DURING UNDERPERFORMING?
PURCHASE?
3) WHICH BRAND SELLS
BETTER?
 CURRENT SITUATION
BOSTON CONSULTING GROUP MATRIX

SAHARA
LAPTOPS
 CURRENT MARKETING
STRATEGY
ONLY BASIC
FEATURES ARE HIGHLY PRICED
INCLUDED IN CONTEXT TO
LINUX IS USED THE FEATURES
DELICATE
DISPLAY
LOW BATTERY
BACKUP
RARE
SALE ONLY ADVERTIZEMENT
THROUGH DEALERS IN TV,RADIO,
NO ONLINE PRINT.
SELLING NO ONLINE
MARKETING.
CURRENT
MODELS
SAHARA NB52212-N001

PRICE: 29,782
 HDD: 40GB, RAM: 512MB,
PROCESSOR: PENTIUM 4,
OS: LINUX,
SCREEN SIZE:8.9”,
BLUETOOTH: NO, WEB-CAM: NO, WI-FI: NO,
WARRENTY: 1YEAR CARRY-IN,
SAHARA NB726320-E130

PRICE: Rs.54,990
HDD: 80GB, RAM: 512MB,
PROCESSOR: INTEL PENTIUM M,
OS: WINDOWS XP,
SCREEN SIZE: 14.1”,
BLUETOOTH: NO, WEB-CAM: NO, WI-FI: YES,
WARRENTY: 1 YEAR CARRY-IN
REPOSITIONING
STRATEGY
SEGMENTATION:
 Based on demographics -
 Age
 Income group
 Occupation

TARGETING: Students & working professionals.

 MICHAEL PORTER’S
FIVE-FORCE MODEL
 MARKETING MIX AFTER
REVISED REPOSITIONING
NOW PRICED
FEATURES ACCORDING TO THE
-BETTER CONFIGURATION
CONFIGURATION STARTING FROM Rs
-BETTER QUALITY 32,000 TO 59,200
BODY PRODUCT LINE
-BETTER BATTERY PRICING FOLLOWED.
BACK UP
-NEW OPERATING ADVERTIZEMENTS IN
SYSTEM TV, RADIO, CINEMAS,
- MORE IN-BUILT
NEWSPAPERS, IT
FEATURES MAGAZINES,PAMPHLET
INCREASED S, etc.
SET UP KIOSKS IN
CERTIFIED SAHARA
MALLS
DEALERS ONLINE MRKTG
ATLEAST ONE DISCOUNTS &
DEALER IN AN AREA OFFERS IN FESTIVE
TIE UP WITH SEASON
COLLEGES ASSURED GIFTS ON
ONLINE SELLING EVERY PURCHASE.
 MODIFIED
MODELS
QUICK
SAHARA NEU SPECIFICATIONS
2020  HDD: 80GB
 RAM: 1GB
 PROCESSOR: INTEL PENTIUM
DUAL CORE
 OS: AS PER CUSTOMER’S
REQUIREMENT
 SCREEN SIZE: 14.1”
 BLUETOOTH: YES
 WEB-CAM: YES
 WI-FI: YES
 WARRENTY: 1YEAR CARRY-IN
PRICE: Rs.32,000
SAHARA NEU 2040
QUICK
SPECIFICATIONS
 HDD: 120GB
 RAM: 1GB
 PROCESSOR: INTEL PENTIUM
DUAL CORE
 OS: AS PER CUSTOMER’S
REQUIREMENT
 SCREEN SIZE: 15.4”
 BLUETOOTH: YES
 WEB-CAM: YES
 WI-FI: YES
 WARRENTY: 1YEAR CARRY-IN
PRICE: Rs.40,200
SAHARA NEU 2060
QUICK
SPECIFICATIONS
 HDD: 160GB
 RAM: 2GB
 PROCESSOR: INTEL PENTIUM
DUAL CORE
 OS: AS PER CUSTOMER’S
REQUIREMENT
 SCREEN SIZE: 15.4”
 BLUETOOTH: YES
 WEB-CAM: YES
 WI-FI: YES
 WARRENTY: 1YEAR CARRY-IN
 INFRARED AS WELL
PRICE: Rs.50,200
SAHARA NEU 1999
 QUICK SPECIFICATION
 HDD: 250GB
 RAM: 4GB
 PROCESSOR: INTEL PENTIUM CORE
2 DUO
 OS: AS PER CUSTOMER’S
REQUIREMENT
 SCREEN SIZE: 15.4”
 BLUETOOTH: YES
 WEB-CAM: YES
 WI-FI: YES
 WARRENTY: 1YEAR CARRY-IN
 FINGERPRINT READER,
INFRARED
 PRICE: Rs.59,200
 COMPARISON OF
BRANDS BEFORE
REPOSITIONING
BRANDS HDD RAM OS PROCES WI-FI BLUETO WEB- PRICE
SOR OTH CAM
SAHARA 40 GB 512 MB LINUX Pentium NO NO NO Rs.29,78
4 2
HP 160 GB 1 GB WINDOW Core2 NO NO YES Rs.36,00
S BASIC DUO 0

COMPAQ 160 GB 1 GB WINDOW Dual- YES YES NO Rs.32,74

S Core 9
XP/VISTA
(basic)
DELL 160 GB 2 GB WINDOW Core 2 YES YES YES Rs.31,90
S VISTA Duo 0

ACER 160 GB 1 GB WINDOW Dual- YES YES YES Rs.31,19

S XP Core 9
LENOVO 120 GB 1 GB WINDOW Dual- YES NO YES Rs.31,22
S Core 5
XP/VISTA
(basic)
COMPARISON AFTER
REPOSITIONING
BRAND HDD RAM OS PROCE- WI-FI BLUET- WEB- PRICE
S SSOR OOTH CAM
SAHARA 80 GB 1GB WINDOWS DUAL- YES YES YES Rs.32,000
XP/VISTA( CORE
basic)

HP 160 GB 1 GB WINDOWS Core2 NO NO YES Rs.36,000

BASIC DUO

COMPAQ 160 GB 1 GB WINDOWS Dual- CoreYES YES NO Rs.32,749

XP/VISTA(
basic)

DELL 160 GB 2 GB WINDOWS Core 2 YES YES YES Rs.31,900

VISTA Duo

ACER 160 GB 1 GB WINDOWS Dual- CoreYES YES YES Rs.31,199

XP

LENOVO 120 GB 1 GB WINDOWS Dual- CoreYES NO YES Rs.31,225

XP/VISTA(
basic)