PREFACE

Preparing a project of this nature is an arduous task and I was fortunate enough to get support from a large number o persons. I wish to express my deep sense of gratitude to all those who generously helped in successful completion of this report by sharing their invaluable time and knowledge. It is my proud and previledge to express my deep regards to Respected HOD Dr.Pramesh Gautam, Head of Department of Business Management SVNU, SAGAR for allowing me to undertake this project. I feel extremely exhilarated to have completed this project under the able and inspiring guidance of manuscript in finalising the report. I also extend my deep regards to my teachers , family members , friends and all those whose encouragement has infused courage in me to complete to work successfully.
ROLI VERMA MBA IST SEM.

Miss

Amrita Rawat

she

rendered me all possible help me guidance while reviewing the

ACKNOWLEDGEMENT
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Preparing a project of this nature is an arduous task and I was fortunate enough to get support from a large number o persons. I wish to express my deep sense of gratitude to all those who generously helped in successful completion of this report by sharing their invaluable time and knowledge. It is my proud and previledge to express my deep regards to Respected , Head of Department Dr.Pramesh Gautam, Department of Business Management , SVNU, SAGAR for allowing me to undertake this project. I feel extremely exhilarated to have completed this project under the able and inspiring guidance of He rendered me all possible help me guidance while reviewing the manuscript in finalising the report. I also extend my deep regards to my teachers , family members , friends and all those whose encouragement has infused courage in me to complete to work successfully.

ROLI VERMA MBA IST SEM.

DELCLARATION BY THE CANDIDATE

Date : 2

I declare that the project report titled " MARKETING STRATEGIES OF TOP FIVE BRANDS OF LAPTOP" on Market Segmentation is nay own work conducted under the supervision of MISS AMRITA RAWAT Department of Business Management , SVNU, SAGAR To the best of my knowledge the report does not contain any work , which has been submitted for the award of any degree , anywhere.

ROLI VERMA MBA IST SEM.

CERTIFICATE
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The project report titled titled " MARKETING STRATEGIES OF TOP FIVE BRANDS OF LAPTOP" been prepared by ROLI VERMA MBA IST Semester , under the guidance and supervision of MISS AMRITA RAWAT for the partial fulfillment of the Degree of MBA.

Signature of the Supervisor

Signature of the Head of the Department

Signature of the Examiner

CONTENTS
PREFACE ACKNOWLEDGEMENT CERTIFICATE
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 DECLARATION CHAPTER I INTRODUCTION ABOUT PROJECT AN INSIGHTOF COMPANY HISTORY MISSION AND VISION STANDING POSITION OF COMPANY BRAND VALUE CHAPTER II OBJECTIVE OF THE STUDY CHAPTER III RESEARCH METHODOLOGY CHAPTER IV MARKET ANALYSIS OVERVIEW BRANDS CHAPTER V CONSUMER GROUPS CONSUMER BEHAVIOUR CHAPTER VI PRODUCT PROFILE PLAN FOR PRODUCT MIX PRODUCT RANGE CHAPTER VII MARKETING STRATEGY PRICING POSITION AND DISTRIBUTION PROMOTION CHAPTER VIII ABOUT COMPETITORS COMPETITOR FOR PRODUCT PRICE OF COMPETITOR PRODUCT CHAPTER IX DATA ANALYSISAND INTERPRETATION CHAPTER X LIMITATION CHAPTER XI CONCLUSION & SUGGESTION BIBLIOGRAPHY QUESTIONNAIRE

ABOUT PRODUCTS COMPUTER INDUSTRY

With sound macroeconomic condition and buoyant buying sentiment in the market, PC sales touched 6.5 million units during 2006-07. The high growth in PC sales is attributed to increased consumption by Industry verticals such as Telecom, Banking and Financial Services, Manufacturing, Education, Retail and BPO/IT-enabled services as well as major e- Governance initiatives of the Central and State Governments. Significant consumption in the small and medium enterprises and increased PC purchase in smaller towns and cities was witnessed during the year. It is expected that increased Government focus on pan-India deployment of broadband at one of the lowest costs in the world will soon lead to accelerated PC consumption in the home market. The growing domestic IT market has now given impetus to manufacturing in India. The year witnessed not only capacity expansion by the existing players, but also newer investments in hardware manufacturing. India is also high on the agenda of electronics manufacturing services companies. This is now a matured industry sector in the country at least as far as various application segments is concerned. State-of-art and reliable SCADA, PLC/Data Acquisition systems are being applied across various sections of the process industry. Latest AC drive systems from smaller to very high power levels also find application in large engineering industries like steel plants and/or metal industries. World class UPS systems are being manufactured in the country to cater to the need of the emerging digital economy. However, it appears there is really no manufacturing base in the country for the whole range of the latest test and measuring instruments which are invariably procured from outside. A good number of Indian companies in the control and instrumentation sector are able to acquire orders for export systems through international competitive bidding. However, the creation of knowledge base in the country through industrial R&D in this critical sector has not been improving as desired. There is still lack of needed R&D activities by the industry looking at the global market. On the part of Department of Information Technology some of the latest technology development and applications in this area include Intelligent SCADA Systems for monitoring and control of Mini Hydel plants, Advanced Traffic Control System for urban tranPCation, Intelligent Power Controllers for improvement of quality of electric

power, etc. These systems have been successfully developed and applied in real field conditions. Communication & Broadcasting Sector The telecommunication industry has gained tremendous recognition as the key driver for all round development and growth. With about 256 million telephone subscribers (as on Corporate Catalyst India A report on Indian Electronics Industry February, 2007) India has emerged as one of the largest in the world and second largest in Asia. The share of private sector in telecom industry has increased to more than 57 per cent and the contribution of mobile telephony has gone upto 63 per cent on December, 2007. Buoyed by the better-than-expected teledensity in 2005 (11.4 per cent against 8.6 per cent in 2004) due to the mobile boom in India, Department of Telecommunications (DoT) has revised the upwards the target of 22 per cent teledensity by 2007. Broadband connectivity is holding tremendous potential in the country. It is expected that the number of broadband subscribers would reach 20 million by 2010. India has emerged as the second largest market for mobile handsets. Following the unprecedented growth in the mobile market, a number of companies are planning to set up production base for mobile hand sets in the country for meeting local as well as export markets. Direct to Home (DTH) broadcast service has gained more and more popularity during 2005. DTH service is available through National Broadcaster and private DTH service provider. Better quality digital broadcast reception is now available almost everywhere in the country to the common people on their TV sets through the use of small dish antenna and a Set-Top Box (STB).

Strategic Electronics
Though the government has started the process of getting private sector involved in the production of strategic electronics equipments, the private involvement is at its nascent stage. The estimated market for strategic electronics in India during 2005-06 was Rs.32 billion and 95 per cent of this was done by the public sector unit Bharat Electronics Limited (BEL).

Electronic Components
The total production of components was estimated at Rs. 88 billion during 2005-06. The colour picture tube production is likely to be around 11 million, a decline from 11.2 million in the last year. The production of B&W picture tubes declined further due to decreased market for B&W TVs. The components with major share in the export are CD-R, CPTs, PCBs, DVD-R, connectors, semiconductor devices, ferrites, resistors, etc. Significant developments took place during the year in the area of colour picture tubes and colour glass parts. Another CPT manufacturer successfully launched manufacture of pure flat tubes, leading to availability of flat tubes from three indigenous sources. The CPT units continued expansion of capacities to improve further their global competitiveness. Two more lines were commissioned during the year, one for manufacture of large size flat colour Corporate Catalyst India A report on Indian Electronics Industry picture tubes and the second for small size. Two more lines are likely to come up next year. Keeping pace with the downward trend in prices of color TVs, the prices of CPTs also fell. Production Trend of Different Segments

Computers Communication & Broadcast Equipment

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One of the CPT manufacturers successfully developed a prototype of the 42 Plasma Display Panel. This marked a major achievement of a milestone in the area of developing from green field a Technology development initiative in a Hi Tech area. The focus of development was in optimizing the Plasma Display Cell design to achieve the desired parameters of Contrast and Brightness, achieving high speed response times and parallely designing the Scan and sustain driver boards to match the Panel parameters. A fully functional video Controller was also designed and developed to match the Logic Circuits of the PDP Panel. In the year 2006, the company plans to begin selling commercially the PDP Panels developed completely inhouse and the focus there on will be to create low cost products through Technological breakthroughs. The color glass parts manufacturer implemented major expansion of its capacity to meet increased local requirement due to substantial growth in CPT production. The unit also started manufacture of glass parts for pure flat tubes as the demand for such tubes increased due to one more unit launching production during the year. Both the existing manufacturers of B/W glass parts continued the production of colour funnels in their existing lines. They were also planning to make large investment to set up manufacturing facilities for colour panels in near future. A number of existing units imported capital goods under various schemes for expansion of their capacities in PCBs, connectors, cable assemblies, colour picture tubes, compact disc, glass parts for colour picture tubes, etc. Corporate Catalyst India A report on Indian Electronics Industry The serviceable market for professional grade components such as PCBs, semiconductor devices, connectors, wound components, antennas, etc., is likely to go up due to launch of manufacture of mobile handsets in the country.

HISTORY OF LAPTOP COMPUTERS - HISTORY

Left - Modern Laptop Today It is a little hard to determine what was the first portable or laptop computer, the first portable computers did not look like the booksized and folding laptops that we are familiar with today, however, they were both portable and lapable, and lead to the development of notebook style laptops. I have outlined several potential firsts below and how each qualifies, many of the off-site links provide good photos of the computers that will let you see the progression in design.

The First Laptop? Maybe

Designed in 1979 by a Briton, William Moggridge, for Grid Systems Corporation, the Grid Compass was one fifth the weight of any model equivalent in performance and was used by NASA on the space shuttle program in the early 1980's. A 340K byte bubble memory lap-top computer with die-cast magnesium case and folding electroluminescent graphics display screen. HP Mini 210 NotebookSuperior Entertianment Computing, Stunning Notbook Designs, Visit Us!www.HP.com/IN/mini210 Gavilan Computer As The First Laptop? Manny Fernandez had the idea for a well-designed laptop for executives who were starting to use computer. Fernandez, who started Gavilan Computer, promoted his machines as the first "laptop" computers in May 1983. Many historians consider the Gavilan as the first fully functional laptop computer.

The First Laptop Computer - Osborne 1

The computer considered by most historians to be the first true portable computer was the Osborne 1. Adam Osborne, an ex-book publisher founded Osborne Computer and produced the Osborne 1 in 1981, a portable computer that weighed 24 pounds and cost
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$1795. The Osborne 1 came with a five-inch screen, modem port, two 5 1/4 floppy drives, a large collection of bundled software programs, and a battery pack. The shortlived computer company was never successful.

More History of Laptop Firsts

Also released in 1981, was the Epson HX-20, a battery powered portable computer, with a 20-character by 4 line LCD display and a built-in printer. In January of 1982, Microsoft's Kazuhiko Nishi and Bill Gates begin discussions on designing a portable computer, based on using a new liquid crystal display or LCD screen. Kazuhiko Nishi later showed the prototype to Radio Shack who agree to manufacture the computer.

In 1983, Radio Shack released the TRS-80 Model 100, a 4 lb. battery operated portable computer with a flat and more of a laptop design. In February 1984, IBM announced the IBM 5155 Portable Personal Computer. Three years later in 1986, Radio Shack released the improved and smaller TRS Model 200. In 1988, Compaq Computer introduces its first laptop PC with VGA graphics the Compaq SLT/286. In 1989, NEC UltraLite was released, considered by some to be the first "notebook style" computer. It was a laptop size computer which weighed under 5 lbs. (second photo)

In September 1989, Apple Computer released the first Macintosh Portable that later evolved into the Powerbook. (second photo) In 1989, Zenith Data Systems released the Zenith MiniPC, a 6-pound laptop computer. (more Zenith laptops)

In October 1989, Compaq Computer released its first notebook PC, the Compaq LTE. In March 1991, Microsoft released the Microsoft BallPoint Mouse that used both mouse and trackball technology in a pointing device designed for laptop computers.

In October 1991, Apple Computers released the Macintosh PowerBook 100, 140, and 170 - all notebook style laptops. (more on Powerbooks)

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In October 1992, IBM released its ThinkPad 700 laptop computer. specification for laptop computers.

In 1992, Intel and Microsoft release APM or the Advanced Power Management In 1993, the first PDAs or Personal Digital Assistants are released. PDAs are pen-based hand-held computers.

Laptop
A laptop is a personal computer designed for mobile use and small and light enough to sit on a person's lap while in use. A laptop integrates most of the typical components of a desktop computer, including a display, a keyboard, a pointing device (a touchpad, also known as a trackpad, and/or a pointing stick), speakers, and often including a battery, into a single small and light unit. The rechargeable battery (if present) is charged from an AC adapter and typically stores enough energy to run the laptop for two to three hours in its initial state, depending on the configuration and power management of the computer. Laptops are usually notebook-shaped with thicknesses

between 0.71.5 inches (1838 mm) and dimensions ranging from 10x8 inches (27x22cm, 13" display) to 15x11 inches (39x28cm, 17" display) and up. Modern laptops weigh 3 to 12 pounds (1.4 to 5.4 kg); older laptops were usually heavier. Most laptops are designed in the flip form factor to protect the screen and the keyboard when closed. Modern tablet laptops have a complex joint between the keyboard housing and the display, permitting the display panel to swivel and then lie flat on the keyboard housing. Laptops were originally considered to be "a small niche market" and were thought suitable mostly for "specialized field applications" such as "the military, the Internal Revenue Service,

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accountants and sales representatives". But today, there are already more laptops than desktops in businesses, and laptops are becoming obligatory for student use and more popular for general use. In 2008 more laptops than desktops were sold in the US.

CLASSIFICATION
The general terms "laptop" or "notebook" can be used to refer to a number of classes of small portable computers: By purpose and (approximately) by screen size:

By features: Budget a cheap, lower-performance standard-sized laptop;

Desktop replaelectronic emphasizes performance, is less portable, 15" and larger screen;

Tablet PC Has a touch-screen interface, may or may not have a keyboard;

Standard laptop balances portability and features, 13-15" screen;

Netbook A budget subnotebook suited to Internet surfing and basic office applications. Usually has a 9" or 10" screen.

Subnotebook emphasizes portability, has fewer features, 12" or smaller screen.

Gaming laptop - A larger laptop with a powerful graphics card for playing graphics-intensive computer games.

Rugged Engineered to operate in tough conditions (strong vibrations, extreme temperatures, wet and dusty environments).

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OBJECTIVE OF THE STUDY

To gauge the awareness of the public and their sources of information on the workingexecutive class satisfaction on branded laptop. To assess the level of satisfaction of the public with respect to branded laptop To understand the practice of the public in terms of patronage of branded laptop, purchase of branded laptop and use of branded laptop; To evaluate the perception of the public on the importance of various type of brandedlaptop; and To collect the views of the public on genetically on different type of branded laptopThe objectives of this particular study are: To know the preferences of different types of branded laptops by the people of NCR. To study which factor influence for choosing different types of branded laptops. To know about the level of satisfaction towards different types of branded laptops. To compare the popularity of different companies providing branded laptops

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RESEARCH METHODOLOGY
According to Green and Tall A research design is the specification of the methods and procedures for acquiring the information needed. It is the overall operational pattern or framework of the project that stipulates which information is to be collected, from where it is to be collected and by what procedures This research process based on primary data analysis and secondary data analysis will be clearly defined to meet the objectives of the study.

I chose the primary sources to get the data. A questionnaire was designed in accordance with our mentor in Ketchup. I chose a sample of about 30 corporate customers

I collected some data from the secondary sources like published Company documents, internet etc. Research Design A research design is the arrangement of conditions for collections and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedures. It is a descriptive cross sectional design .It is the conceptual structure with in which research is conducted; it constitutes the blueprint for the collection, measurement and analysis of data.

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It is needed because it facilitates the smooth sailing of the various research operations, thereby making research as efficient as possible yielding maximal information with minimal expenditure of effort, time and money. In the preliminary stage, my research stage constituted of exploratory study by which it is clear that the existence of the problem is obvious .So, I can directly head for the conclusive research. Sampling Plan Sampling plan is a distinct phase of research process. In this stage I have to determine who is to be sampled, how large should be the needed sample and how sampling unit is to be selected. Population In my research, I have defined my population as a complete set of customers of Sagar City. Sample Survey As compared to census study, a sample study has been conducted by us because of: Wide range of population, it was impossible to cover the whole population Time and money constraints. Sample Unit In this survey I took the list of customers from the dealers of Ketchup Sampling Technique Sampling technique implies the method of choosing the sample items, the two methods of selecting sample are: Probability method. Non-probability method. Probability method is those in which every item of the universe has an equal chance of the inclusion in the sample. Non-probability methods are those that

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do not provide every item in the universe with known cause of being included in the sample. The selection process is partially subjective. For my study, I employed the Non-probability sampling technique, in which I got the data of the customers from the dealer of Ketchup. Instrument of collection of data I have used one set of questionnaire to collect data from the customers. This questionnaire is structured and highly ordered. This includes both close ended and open ended questions. The close ended questions included both dichotomous and multiple choice questions.

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MARKETING ANALYSIS
There is a multitude of laptop brands and manufacturers; several major brands, offering notebooks in various classes, are listed in the box to the right. The major brands usually offer good service and support, including well-executed documentation and driver downloads that will remain available for many years after a particular laptop model is no longer produced. Capitalizing on service, support and brand image, laptops from major brands are more expensive than laptops by smaller brands and ODMs. Some brands are specializing in a particular class of laptops, such as gaming laptops (Alienware), netbooks (EeePC) and laptops for children (OLPC). Many brands, including the major ones, do not design and do not manufacture their laptops. Instead, a small number of Original Design Manufacturers (ODMs) design new models of laptops, and the brands choose the models to be included in their lineup. In 2006, 7 major ODMs manufactured 7 of every 10 laptops in the world, with the largest one

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(Quanta Computer) having 30% world market share. Therefore, there often are identical models available both from a major label and from a low-profile ODM inhouse brand.

Sales
Battery-powered portable computers had just 2% worldwide market share in 1986. But today, laptops are becoming increasingly popular, both for business and personal use. In 2008 it is estimated that 145.9 million notebooks were sold, and in 2009 the number will grow to 177.7 million. The third quarter of 2008 was the first time when notebook PC shipments exceeded desktops, with 38.6 million units versus 38.5 million units. For Microsoft Windows systems, the average selling price (ASP) showed a decline in 2008/2009, possibly due to low-cost netbooks, drawing 689 US$ at U.S. retail in August 2008. In 2009, ASP had further fallen to 602 US$ by January and to 560 US$ in February. While Windows machines fell 129 US$ in these seven months, Mac laptop ASP declined just 12 US$ from 1524 US$ to 1512 US$. Since 2006, the world's top selling Laptop brand is HP, which now has 21.2% marketshare

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CONSUMER GROUPS
, In this part of the report, we have discussed the demographic, psychographic andsocioeconomic factors about the target market of Laptop. From this part it is easy to find outall potential consumers age, sex, incomeeducation, source of information, influential factors,personality. This information have been found out by conducting an extensive survey basedon 60 samples and analyzed by several statistical tools. 3.1.1. Demographic Factors: Demography is the study of human population in terms of size, density, location, age, gender,race, occupation and other statistics. The demographic environment is of major interest tomarketers because it involves people and people who make up market and it also give them aclear description of them

PRODUCT PROFILE
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HCL Technologies is a leading global IT services company, working with clients in the areas that impact and redefine the core of their businesses. Since its inception into the global landscape after its IPO in 1999, HCL focuses on 'transformational outsourcing', underlined by innovation and value creation, and offers integrated portfolio of services including software-led IT solutions, remote infrastructure management, engineering and R&D services and BPO. HCL leverages its extensive global offshore infrastructure and network of offices in 26 countries to provide holistic, multi-service delivery in key industry verticals including Financial Services, Manufacturing, Consumer Services, Public Services and Healthcare. HCL takes pride in its philosophy of 'Employee First' which empowers our 58,129 transformers to create a real value for the customers. HCL Technologies, along with its subsidiaries, had consolidated revenues of US$ 2.6 billion (Rs. 12,048 crores), as on 31st March 2010 (on LTM basis). HCL is a $5 billion leading global Technology and IT Enterprise that comprises two companies listed in India - HCL Technologies & HCL Infosystems. Founded in 1976, HCL is one of India's original IT garage start-ups, a pioneer of modern computing, and a global transformational enterprise today. Its range of offerings spans Product Engineering, Custom & Package Applications, BPO, IT Infrastructure Services, IT Hardware, Systems Integration, and distribution of ICT products across a wide range of focused industry verticals. The HCL team comprises over 62,000 professionals of diverse nationalities, who operate from 26 countries including over 500 points of presence in India. HCL has global partnerships with several leading Fortune 1000 firms, including leading IT and Technology firms. For more information, please visit www.hcl.in.

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Its Products (Laptops) HCL ME LAPTOP AE1V0555-I

Rs.43990 Our Price: Rs.39035 You Save: Rs.4955 (11%) Product Code: AE1V0555-I + TataSky Digicom + Mtv Bag 2 Years additional warranty: Add:Rs.3500 Features: Genuine Windows 7 Home Premium Intel Core i3 330 Processor Intel HM55 chipset based , 2 Inbuilt Antenna Core i3 330(2.13GHz,3M Cache) 4GB DDR3 RAM 500 GB SATA Hard Disk Drive Slim DVD DL Super Multi Drive

HCL ME LAPTOP AE1V0677-I

Price: Rs.36990 Our Price: Rs.34400 You Save: Rs.2590 (7%) Product Code: AE1V0677-I + TataSky Digicom + Mtv Bag 2 Years additional warranty Features: Free Dos Intel Core i3 330 Processor Intel HM55 chipset based , 2 Inbuilt Antenna Core i3 330(2.13GHz,3M Cache) 3 GB DDR3 RAM 320 GB SATA Hard Disk Drive Slim DVD DL Super Multi Drive

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HCL laptops powered by Intel Pentium

HCL ME LAPTOP K4401
Price: Rs.33900 Our Price: Rs.29147 You Save: Rs.4753 (14%) Product Code: AX0K4401 + TataSky Digicom + Mtv Bag 2 Years additional warranty: Features: Genuine Windows 7 Home Basic Intel Pentium Dual Core Processor T4400 PDC T4400 (2.2 GHz, 800 MHz, 1 MB) Intel GL40 chipset based ,2 Inbuilt Antenna 2GB DDR2 RAM 320 GB SATA Hard Disk Drive Slim DVD DL Super Multi Drive

HCL ME LAPTOP AE1V0684-X

Price: Rs.33840 Our Price: Rs.30486 You Save: Rs.3354 (10%) Product Code: AE1V0684-X + TataSky Digicom + Mtv Bag 2 Years additional warranty: Add:Rs.3500
Features: Genuine Windows 7 Home Basic Intel Pentium Dual Core Processor T4400 Intel GM45 chipset based , 2 Inbuilt Antenna PDC T4400 (2.2 GHz, 800 MHz, 1 MB) 3 GB DDR2 RAM 320 GB SATA Hard Disk Drive Slim DVD DL Super Multi Drive with DVD RAM Support Special Online Offer:

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HCL ME LAPTOP AE1V0685-X

Price: Rs.29990 Our Price: Rs.28426 You Save: Rs.1564 (5%) Product Code: AE1V0685-X + TataSky Digicom + 2
Features: Free Dos Intel Pentium Dual Core Processor T4400 Intel GM45 chipset based , 2 Inbuilt Antenna PDC T4400 (2.2 GHz, 800 MHz, 1 MB) 3 GB DDR2 RAM 320 GB SATA Hard Disk Drive Slim DVD DL Super Multi Drive with DVD RAM Support

Mtv Bag Years additional warranty:

HCL ME LAPTOP P3857

Price: Rs.30018 Our Price: Rs.28220 You Save: Rs.1798 (6%) Product Code: AX0P3857 + TataSky Digicom + Mtv Bag 2 Years additional warranty:
Features: Free Dos Intel Pentium Dual Core Processor T4300 PDC T4300 (2.1 GHz, 800 MHz, 1 MB) nVIDIA nForce MCP79MVL Chipset 2GB DDR2 memory 320 GB SATA Hard Disk Drive SATA DVD Super Multi Drive with DVD RAM Support

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HP is a technology company that operates in more than 170 countries around the world. We explore how technology and services can help people and companies address their problems and challenges, and realize their possibilities, aspirations and dreams. We apply new thinking and ideas to create more simple, valuable and trusted experiences with technology, continuously improving the way our customers live and work. No other company offers as complete a technology product portfolio as HP. We provide infrastructure and business offerings that span from handheld devices to some of the world's most powerful supercomputer installations. We offer consumers a wide range of products and services and from from digital photography to home to digital This entertainment computing printing.

comprehensive portfolio helps us match the right products, services and solutions to our customers' specific needs.
Fast facts HP was founded in 1939. Corporate headquarters are in Palo Alto, Calif. Mark Hurd is president and CEO. HP is the world's largest IT company, with revenue totaling $114.6 billion for fiscal 2009. HP's 2009 Fortune 500 ranking: No. 9. Technology leadership HP's three business groups drive industry leadership in core technology areas: The Personal Systems Group: business and consumer PCs, mobile computing devices and workstations The Imaging and Printing Group: inkjet, LaserJet and commercial printing, printing supplies

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 Enterprise Business: business products including storage and servers, enterprise services and software

Its Products
For Home & Home Office HP Home Laptop PCs Featuring the perfect Notebook PCs with powerful performance and attractive designs that complement your personality Compaq Home Laptop PCs The right notebook PC choice for all of what you need and nothing you dont.

For business
Business Notebook (Laptop) and Tablet PC Versatile mobile solutions for a demanding environment. Browse and choose a notebook best suited to your business needs

Options and accessories for HP notebooks

For Home & Home Office For Compaq Presario and HP Pavilion notebook computers Compaq Options & Accessories

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ACER is an incorporated not-forprofit organization founded in 1987. Members are leaders in education, media and business who initiate and facilitate development, production and promotion of Canadian materials to meet the needs of to-day's learners. Mission Statement: "Measuring and tracking the effects of climate change demands accurate reporting. ACER believes in a grassroots approach - utilizing citizen scientists to conduct such measurement in a scientifically sound manner.

ACER develops, delivers and supports programs and resources that educate and enable citizen scientists to undertake accurate monitoring and reporting, thus contributing to awareness and understanding of climate change which contributes to an ecologically sustainable future for the planet." ACER believes that sound ecological action depends on monitoring and responding at the community level. Our current focus is ecological monitoring to track environmental change. ACER's dynamic volunteer network of community groups, educators and scientists teaches pro-active approaches to monitoring and restoring ecosystem health through hands-on programs. Our community partners gather data that is fed into national biodiversity databases to support environmental education and decision making at community, regional, national and international levels. By supporting ACER you become part of this important effort. ACER:
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Evaluates Ideas Seeks Funding Produces and Promotes Materials

Ideas are evaluated, funding sought, materials produced and promoted for use by educators and other interested groups or

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agencies. ACER acts as a bridge between the professional educator and the materials needed to promote lifelong learning. ACER funding comes from membership and donations. All project funds are monitored by an advisory board. Reasonable fees and expenses are paid to those working on projects. Members donate many hours of their time to assist in various projects.

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Its Products (Acer)

Aspire 5542
The 15.6"Aspire 5542 features the latest AMD mobile processor technology to deliver exceptional multitasking performance, superb media experiences, and enhanced mobility. Full HD 1080p playback is made possible via the HD widescreen, superior graphics solutions, and Blu-ray Disc technology. Loaded with a host of premium components, the Aspire 5542 brings next-generation radiance to your multimedia! Benefits

HD brilliance See, share and create richer content for the ultimate HD experience. Gaming and entertainment reach new levels of realism thanks to advanced graphics with High Dynamic-Range (HDR) technology, enabling lifelike lighting and texture for truly immersive experiences. With its 15.6" HD widescreen, the Aspire 5542 lets you enjoy the movie theater experience anywhere. To complete the cinematic feast, relish fantastic acoustics via the 3rd Generation Dolby Home Theater, featuring True5.1channel surround sound output. And, use the HDMI interface for convenient connectivity to entertainment systems, and get dazzling sights and sounds with a single-cable link.

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Compaq
Compaq Computer Corporation was a company founded in 1982, that developed, sold and supported computers and related products and services. Compaq produced some of the first IBM PC compatible computers, being the first company to legally reverse-engineerIBM Personal Computer. It rose to become the largest supplier of PC systems during the 1990s before being overtaken by Dell in 2001. Struggling in the aftermath of the dot-com bubble bust, Compaq was acquired for US$25 billion by HP in 2002. The Compaq brand remained used by HP for lower-end systems. The company was formed by Rod Canion, Jim Harris and Bill Murto former Texas Instruments senior managers. Murto departed Compaq in 1987, while Canion (President and CEO) and Harris (SVP of Engineering) left under a shakeup in 1991, which sawEckhard Pfeiffer appointed President and CEO. Pfeiffer served through the 1990s. Ben Rosen provided the venture capital financing for the fledgling company and served as chairman of the board for 18 years from 1983 until September 28, 2000, when he retired and was succeeded by Michael Capellas, who served as the last Chairman and CEO until its merger with HP. Prior to its takeover the company was headquartered in a facility in northwestunincorporated Harris County, Texas, United States that now serves as HP's United States headquarte

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Dell

Dell Inc. is an American multinational computer technology corporation based in Round Rock, Texas, United States, that develops, sells, repairs and supports computers and related products and services. Bearing the name of its founder, Michael Dell, the company is one of the largest technological corporations in the world, employing more than 103,300 people worldwide. Dell is listed at number 44 in the Fortune 500 list. It is the third largest PC vendor in the world after HP and Lenovo. Dell has grown by both increasing its customer base and through acquisitions since its inception; notable mergers and acquisitions including Alienware (2006) and Perot Systems(2009). As of 2009, the company sold personal computers, servers, data storage devices,network switches, software, and computer peripherals. Dell also sells HDTVs, cameras, printers, MP3 players and other electronics built by other manufacturers. The company is well known for its innovations in supply chain management and electronic commerce, particularly its direct-sales model and its "configure to order" approach to manufacturingdelivering individual PCs configured to customer specifications. Dell is the sixth largest company in Texas by total revenue, according to Fortunemagazine. It is the second largest non-oil company in Texas behind AT&T and the largest company in the Greater Austin area.

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MARKERTING STRATEGY
Promotion:
Manchester United has established a range of global, commercial partnerships with certain blue chip firms such as Vodafone and Nike. Indeed this has helped put Manchester United on the global scene. Nike has launched their new Cool Motion double layer kit, promoted by many of the players such as Scholes and Ferdinand, wearing Nike Boots, which have helped connect the famous market leader with this Premier Football team. Further, legends such as Cantona have helped create this maverick image for Manchester United, but also having such a combination of powerful sponsors has brought the team a reputable image. (ManUtd.com, 2004a).

Product
Merchandise
In the early nineties, the extent of the United range was very narrow (consisting of goods such as scarves, mugs and hats), but now the product line is inexhaustible, including everything possible from wallpaper in childrens bedrooms to cuddly toys, soft drinks and underwear. As the popularity of the Internet has come to prominence, this has acted as a further opportunity of extending the brand image around the globe, providing new found supporters in East-Asia and America with the opportunity to purchase their goods. Manchester United have proposed tactics to sell their brand image in countries where popularity is however limited, such as America and the Far-East.

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Place
Old Trafford Club Stadium
The club recognised at an early stage in the brands development, the potential earning power of the clubs home ground, Old Trafford with 68,000 supporters walking through the gates on any given match day. Currently shown in Manchester United financial data is that 36% of the clubs revenue is generated from match days. (ManUtd.com, 2004c). Reid (2001) stressed that the brand has to be experienced, therefore by providing a well equipped stadium, this helps attract a greater influx of foreign visitors.

Price
The use of price can be viewed as the sole negative factor of Manchester United brand image. Exploitation is evident in the form of the fans that pay outrageous prices for gate admissions (34) and replica shirts (45) and via their business partners, the exploitation of children in the sweatshops of Asia as exposed by the BBCs current affairs flagship Panorama. While the clubs players such as Ferdinand, Giggs and Keane are paid so handsomely to wear the products of leading sports manufacturers the workers in the sweatshops of Indonesia and other Asian countries are earning 72 pence for 24 hours of work. (Skynews.com, 2002). The enormous difference between what the goods cost to manufacture and their price is the reason behind the clubs huge profits and enormous transfer kitty. It is clear that there is a large disparity between with the wealth of Manchester United and the workers who make the products so crucial to the global spread of the brand image.

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BRAND PREFERENCE
Customers buying products are buying utility, function, and performance as much as image and status (Terpstra and Sarathy, 1997, p. 375). Actually, Customer merchandise has implications more than their utilitarian, functional, and commercial significance (Czikszentmihalyi and Rochberg-Halton, 1981; Ericksen, 1996; Leigh and Gabel, 1992; Levy, 1959; Mick, 1986). Consumers do not consume products for their material utilities but consume the symbolic meaning of those products as portrayed in their images (Elliot, 1997, p. 286). Therefore, the acquired goods are not only bundles of attributes that yield particular benefits (Holt, 1995, p. 1) but also indications of symbolic meanings to the public. Consumers are more likely to use brands to express how they are either similar to or different from people of their ingroup (Markus and Kitayama, 1991). Bhat and Reddy (1998) also reported that brands have practical and emblematic importance for consumers. The emblematic importance, which is attached to brands, is often broadcasted via the use and consumption of brands (Gottdeiner, 1985; McCracken, 1986). Consequently, there seems to be a noteworthy relationship between brand images, consistent with the emblematic importance of brands, and consumers self images (Zinkham and Hong, 1991). Individuals are more likely to buy brands whose personalities intimately match their own self images (Schiffman and Kanuk, 2000). Similarly, consumers express themselves by selecting brands whose personalities are recognized to be consistent with their own personalities (Aaker, 1999; Kassarjian, 1971; Sirgy, 1982). In many circumstances, consumers self image influences his/her purchase decisions (Zinkham and Hong, 1991) In other words, consumers use products to illustrate, maintain, and reinforce their self concepts to themselves (Sirgy, 1982; Wallendorf and Arnould, 1988; Zinkham and Hong, 1991). Therefore, purchase and consumption are good vehicles for self-expression (Jamal and Goode, 2001, p. 483). Previous research indicated that self image/self expression affect consumers product preferences and their purchase intentions (Ericksen, 1996; Mehta, 1999). For example, Ericksen (1996) found a significant relationship between self image and
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intention to buy an American automobile (Ford Escort). Based on this finding, it might be inferred that individuals prefer brands that have images compatible with their perceptions of self (Jamal and Goode, 2001, p. 483; Belk, et. al., 1982; Ericksen, 1996; Solomon, 1983; Zinkham and Hong, 1991). Moreover, this self image consistency strengthen positive attitude toward products and brands (Ericksen, 1996; Sirgy, 1982, 1985, 1991; Sirgy, et. al., 1997). Specifically, the more similar a consumers self-image is to the brands image, the more favorable their evaluations of that brand should be (Graeff, 1996, p. 5).

Brand Personality
Contrary to product-related attributes, which refer to be performance-oriented for customers, brand personality seems to be representative/self-expressive oriented (Keller, 1993). Brand personality refers to the set of human characteristics associated with a brand (Aaker, 1997, p. 347). Moreover, researchers found that brand personality facilitates a consumer to articulate his/her self (Belk, 1988), an ideal self (Malhotra, 1988), or exact aspects of the self (Kleine, Kleine, and Kerman, 1993) via the use of a brand. Additionally, this concept was the essential determinant of consumer preference and usage (Biel, 1993). Brand personality can be shaped and influenced by any direct/indirect contact that the consumer has with the brand (Plummer, 1985). The direct influences included the brands user imagery, which is defined as the set of human characteristics associated with the typical user of a brand (Aaker, 1997, p. 348); the firms workers and/or boss; and the brands endorsers. On the other hand, the indirect influences contained product-related features, product category relationships, brand name, mark or emblem, and other marketing mix elements (Batra, Lehmann, and Singh, 1993). Moreover, according to Levy (1959, p. 12), brand personality consisted of demographic characteristics such as gender (Usually it is hard to evade thinking of inanimate things as male or female), age (Just as most, people usually recognize whether something is addressed to them as a man or a woman, so are they sensitive to symbols of age), and class (The possession of mink is hardly a matter of winter warmth alone). Some examples are provided as follows. First, in the tobacco industry, Virginia Slims tends to be thought of feminine, whereas Marlboro tends to
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perceived as masculine (Aaker, 1997, p. 348). Second, in the pc business, Apple is considered to be young, and IBM is considered to be older (Aaker, 1997, p. 348). Third, based on the various pricing policies in relation to different department stores, Saks Fifth Avenue is perceived as upper class, whereas K-mart is perceived as blue collar (Aaker, 1997, p. 348).

Customer Perceived Value

Value has been recognized as the fundamental basis for all marketing activity (Halbrook, 1994, p. 22). Value has also been stated as a cognitive-based construct which captures any benefit-sacrifice discrepancy in much the same way disconfirmation does for variations between expectations and perceived performance (Patterson and Spreng, 1997, p. 421). Therefore, it is the outcome of a cognitive assessment procedure. Moreover, it is an affective evaluative reaction (Oliver, 1996). Customer perceived value in commerce marketplace was defined as the tradeoff between the multiple benefits and sacrifices of a suppliers offering, as perceived by key decision-makers in the customers organization, and taking into consideration the available alternative suppliers offerings in a specific use situation (Eggert and Ulaga, 2002, p. 110). That is, there existed three elements in this definition: (1) the multiple components of value, (2) the subjectivity of value perceptions and (3) the importance of competition (Eggert and Ulaga, 2002, p. 109). First of all, the multiple benefits refer to a mixture of product/service attributes and/or technological support available related to a specific use condition (Monroe, 1990). The multiple sacrifices were occasionally illustrated in monetary forms (Anderson, et al., 1993). Secondly, customers perceived value is subjective, not objective (Kortge and Okonkwo, 1993). In other words, different customers might have a variety of perceived values for consuming the same product/service. Thirdly, customers perceived value is associated with competition on the market. Competitors generate sustainable competitive advantage by means of bringing a better trade-off between utilities and sacrifice in a merchandise/service. Alternatively, customer perceived value was consisted of a take factor- the benefits a purchaser obtained from the vendors contribution- and a give factor- the
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buyers costs (financial and/or non-monetary) of receiving the offering (Dodds, 1991; Zeithmal, 1988). Even much of the precedent studies have emphasized product quality as the primary take factor and price as the give factor (Grewal et al., 1998; Lichtenstein, Netemeyer, and Burton, 1990; Zeithmal, 1988). But, service is also a logical driver of perceived value (Parasuraman and Grewal, 2000, p. 169). For the reason that outstanding before/after sale services provided by the seller really increase the benefits obtained (the take factor) and also decrease the buyers non-monetary costs, such as time, effort, and mental stress (the give factor) (Parasuraman and Grewal, 2000, p. 169). Consequently, customer perceived value was composed of service quality, product quality, and price (Parasuraman and Grewal, 2000, p. 169).

1. Service quality
Perceived service quality was defined as the discrepancy between expected quality and experienced quality (Gronroos, 2000, p. 67). Expected quality refers to the expectations of the customer; experienced quality is the outcome of a series of internal decisions and activities (Gronroos, 2000, p. 101). In other words, customers subjectivity has a significant influence on perceived service. Based on a concrete background of empirical and conceptual research, Gronroos (2000, p. 81) provided a list of The Seven Criteria of Good Perceived Service Quality: professionalism and skills (i.e., service providers have required knowledge to offer skills in order to solve customers problems in a professional way), attitudes and behavior (i.e., service providers are considerate of/friendly to customers), accessibility and flexibility (i.e., service providers are easy and adaptive for customers to reach), reliability and trustworthiness (i.e., service providers are dependable and honorable), service recovery (i.e., service providers are willing to correct mistakes as soon as they can), serviscape (i.e., customers feel comfortable in the environment related to the service process), reputation and credibility (i.e., service providers can be trusted by customers).

2. Product quality
Generally speaking, people buy products to satisfy needs and wants. That is, consumers would like to obtain a mixture of utilities when they procure items for consumption, and different customers seem to acquire a variety of benefits from the
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same kind of goods. In order to supply the benefits for consumers, marketers need to successfully incorporate the components that constitute a product. These components include product features (quality, design, branding, and packaging) and customer service (purchase services and usage services) (Bearden, Ingram, and LaForge, 2001, p. 185). Product quality refers to how well a product does what it is supposed to do as defined by the customer (Bearden, Ingram, and LaForge, 2001, p. 186).

3. Price
The price of a product/service can be analyzed associated with customers quality expectations and/or their past experiences. If the price is judged too expensive, consumers might not purchase. A low price policy causes poor positioning and neglected opportunities. However, price appears to be a standard for quality in some circumstances. A higher price level equals a better quality in the minds of customers, especially when the service is highly intangible (Gronroos, 2000, p. 80).

Hypotheses
Based on the literature discussed above, the hypotheses of this study are as follows: 1. There existed a significant relationship between brand preferences and respondents demographic characteristics. 2. There existed a significant relationship between brand personality and respondents brand preferences. 3. Brand preferences were significantly associated with variation in customers perceived value.

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ABOUT COMPETITORS Strength of assets and competencies Relative brand strength (marketing) Market share Market share growth Customer loyalty Relative cost position (cost structure compared with competitors) Relative profit margins (compared to competitors) Distribution strength and production capacity Record of technological or other innovation Quality Access to financial and other investment resources Management strength

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Data Analysis & Interpretation

1. Do you have a Laptop?
SR.NO. 1 2 3 PARTICULARS Yes No Total NO. OF RESPONDENTS 25 25 50 PERCENTAGE 50% 50% 100%

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INTERPRETATION: The above table indicates that, 25% people have laptop & 25% people do not have laptop.

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2. If Yes which brand do you have?

SR.NO. 1 2 3 4 5 PARTICULARS Dell HP Compaq Acer HCL Total NO. OF RESPONDENTS 2 4 4 2 2 25 PERCENTAGE 8% 16% 16% 8% 8% 100%

INTERPRETATION: The above table indicates that, 24% people have Lenovo, 16% people have Compaq, 8% have Dell, 16% have Sony, 8% HCL, 8% have Acer, 16% have HP laptop.

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3. When did you purchase your Laptop?

SR.NO. 1 2 3 4 5 9 PARTICULARS

Less than 6 months 6 months to 1 year 1 -2 years 2 5 years More than 5 years
Total

NO. OF RESPONDENTS 10 8 4 2 1 25

PERCENTAGE 40% 32% 16% 8% 4% 100%

INTERPRETATION: The above table indicates that, 16% people plans for purchasing laptop in 1-2 yr., 4% plan more than 5 yr., 40% plan in less than 6 months, 32% plan in 6 month to 1 yr.

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4. What is main purpose of using Laptop?

SR.NO. 1 2 3 9 PARTICULARS NO. OF RESPONDENTS 13 10 2 Total 25 PERCENTAGE 52% 40% 8% 100%

Personal Official Both

INTERPRETATION: The above table indicates that, 52% purchasing laptop for person use, 8% purchase for both purpose, 40 % purchase for official use.

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5. Your satisfaction level towards your laptop?

SR.NO. 1 2 3 4 5 PARTICULARS NO. OF RESPONDENTS 9 13 2 1 0 25 PERCENTAGE 36% 52% 8% 4% 0% 100%

Strongly satisfied Satisfied Dissatisfied Strongly dissatisfied partially satisfied

Total

INTERPRETATION: The above table indicates that, 52% people satisfied with their brand laptop, 36% strongly satisfied with their laptop, 8% people dissatisfied with their laptop, 4% people strongly dissatisfied with their laptop.

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6. Which types of features prefer most by you in laptop?

SR.NO. 1 2 3 4 5 PARTICULARS

Processor Battery backup Screen size Ram Hard disk

Total

NO. OF RESPONDENTS 9 8 5 2 1 25

PERCENTAGE 36% 32% 20% 8% 4% 100%

INTERPRETATION: The above table indicates that, 32% people gives preference to battery backup, 36% for processor, 8% for RAM, 20% give preference screen size, 4% gives HDD.

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7. What are the factors which influence your buying decision?

SR.NO. 1 2 3 4 5 PARTICULARS

Price Availability Schemes Quality advertisement

Total

NO. OF RESPONDENTS 9 7 4 3 2 25

PERCENTAGE 36% 28% 16% 12% 8% 100%

INTERPRETATION: The above table indicates that, 28% people influencing through availability of product, 36% influencing through price, 16% through schemes, 12% through Quality of laptop & 8% through advertisement.

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LIMITATION OF THE STUDY

In the current project there are some limitation that have been found . these limitation are:In a very short span of time this analysis of customer satisfaction about the laptop. This is one of the major limitations of this project because in the very short period analysis of different laptop is very complex task. The present study is totally region specific. What ever analysis of the laptop has been done is based on the data collected in the Nehru Place only. Every person has different view in comparison to other person. Same is the case with this project also.

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SUGGESTION & RECOMMENDATION

Laptop Company having large number of channel partners but it is not supporting
& taking care all of them equally which results in increasing discontentment among new channel partners because its not possible for company to support all of them equally. Company should take some positive action against it.

Company executive should visit dealers on regular basis. They Should pay proper attention towards checking of various components of PC
before end user delivery. Otherwise it tends towards defame of brand name in comparison to rivals.

Need to expend customer care center . Proper attention should be paid for advertisement planning otherwise it may lead
to problem for dealer as well as for company.

Company should tie up with some event management company to organize various
promotional activities like canopy, Carnival.

Company should make policy for fixed end user price for all dealers so that fair
game will be played & dealer would not to compromise on their margin.

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CONCLUSION
Marketing is a very crucial activity in every business organization. Every product produced within an industry has to be market. ted other wise it will remain as unsold stock, which will be of no value. I have realized this fact after completion of my project. I have tried my level best to find out the most relevant information for the organization to complete the assignment that was given to me. After completion of my project I have gained several experiences in the field or sales marketing. I have got the opportunity to meet various people, which fluctuate in different situation and time. project has given me the opportunity to have first experience in the corporate world. Theoretical knowledge of a person remains dormant until it is used and tested in the practical life. The research has given to me the chance to apply my theoretical knowledge that I have acquired in my classroom to the real business world. I have completed my project in which are involved in its successful completion. In spite of few limitations and hindrance in the project I found that the work was a challenge and fruitful. It gives enough knowledge about the computers market and the distribution process undertaken by an organization. This summer training project has enabled my capability in order to manage business effectively and in my career in future.

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BIBLIOGRAPHY
The lists of reference for the purpose of completing this marketing project are as given below: BOOKS: Marketing Research Marketing Research Marketing Management Kothari C. R. (2005) International Limited, Fifth Edition Saxena Rajan, Marketing Management: Tata Mcgraw, New Delhi, 2006 INTERNET: www.hcl.in www.indiainfoline.com www.google.co.in www.hp.com www.acer.com www.dell.com www.ibm.com www.hclinfosystem.in www.altavista.com www.khoj.com By: G. C. Beri By: Boyd and Stasch By: Philip Kotler RESEARCH METHODOLOGY New Age

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QUESTIONNAIRE
Name: - . Age: - Gender: - Male / Female. Address:- Contact No. :- .. Occupation: - ... Income (yearly) 1. a. b. Do you have a Laptop?

Yes No (If answer is No than turn to Q. No. 10) 2. If Yes which brand do you have? Sony b. IBM dell d. Lenovo HP f. Acer Compaq h. HCL 3. When did you purchase your Laptop?

a. c. e. g. a. b. c. d. e.

Less than 6 months 6 months to 1 year 1 -2 years 2 5 years More than 5 years 4. What is main purpose of using Laptop? a. Personal b. Official c. Both 5. Your satisfaction level towards your laptop? a. Strongly satisfied b. Satisfied c. Dissatisfied d. Strongly dissatisfied e. partially satisfied

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6. a. c. e.

Which types of features prefer most by you in laptop? b. d. Ram Hard disk

Processor Battery backup Screen size

7. What are the factors which influence your buying decision? a. Price b. Quality c. Availability d. advertisement e. Schemes 8. a. b. 9. a. b. Yes No Are you planning for purchase another laptop? Yes No (If answer is yes than continue.) 10. a. b. c. d. e. When would you purchase a laptop? Are you switch over to any other brand to this brand?

Less than 6 months 6 months to 1 year 1 -2 years 2 5 years More than 5 years 11. What price range will you be prepared to pay for such a Laptop?

a. c. e. a. c. e. g.

Rs. 25000 - 30000 b. Rs. 30000 - 35000 Rs. 35000 - 40000 d. Rs. 40000 - 45000 Rs. 45000 - 50000 f. Above 50000 12. Rank the brand according to your preference? Sony dell HP Compaq b. d. f. h. IBM Lenovo Acer HCL

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