A STUDY ON IMC OF IT PRODUCTS (HARDWARE) IN DOABA REGION

Submitted to Lovely Professional University In partial fulfillment of the requirements for the award of degree of MASTER OF BUSINESS ADMINISTRATION

Submitted by: Group No.: IT08 1. Manpreet Singh 2. Zameer Ahmad 3. ManpreetKour 4. AdityaKalsotra Roll No.39 Roll No.40 Roll No.37 Roll No.38

Supervisor: Mr. Sanjay Jindal A.P, Lovely Professional University Phagwara

DEPARTMENT OF MANAGEMENT LOVELY PROFESSIONAL UNIVERSITY PHAGWARA

CERTIFICATE
This is to certify that we Aditya Kalsotra, Zameer Bandh, Manpreet Singh , Manpreet Kaur bearing Registration no. 11007788,11000046,11009040,11010568 has completed capstone project titled, IMC of IT products(hardware) in Doaba region under my guidance and supervision. To the best of my knowledge, the present work is the result of their original investigation and study. No part of the capstone project has ever been submitted for any other degree at any University. The capstone project is fit for submission and the partial fulfillment of the conditions for the award of degree of master of Business Administration(Information Technology). Sanjay Jindal Signature and Name of the Research Supervisor (A.P,LPU) Designation School of management Lovely Professional University Phagwara, Punjab. Date :

DECLARATION
I, Aditya Kalsotra student of MBA(IT) under Department of Lovely School Of Management of Lovely Professional University, Punjab, hereby declare that all the information furnished in this capstone project report is based on my own intensive research and is genuine. This report does not, to the best of my knowledge, contain part of my work which has been submitted for the award of my degree either of this university or any other university without proper citation.

Aditya kalsotra Signature and Name of the student Registration No. . 11007788 Date :

DECLARATION
I, Zameer Ahmad student of MBA(IT) under Department of Lovely School Of Management of Lovely Professional University, Punjab, hereby declare that all the information furnished in this capstone project report is based on my own intensive research and is genuine. This report does not, to the best of my knowledge, contain part of my work which has been submitted for the award of my degree either of this university or any other university without proper citation.

Zameer Bandh Signature and Name of the student Registration No. .. 11000046 Date :

DECLARATION
I, Manpreet Singh student of MBA(IT) under Department of Lovely School Of Management of Lovely Professional University, Punjab, hereby declare that all the information furnished in this capstone project report is based on my own intensive research and is genuine. This report does not, to the best of my knowledge, contain part of my work which has been submitted for the award of my degree either of this university or any other university without proper citation.

Manpreet Singh Signature and Name of the student Registration No. .11009040 Date :

DECLARATION
I, Manpreet Kaur student of MBA(IT) under Department of Lovely School Of Management of Lovely Professional University, Punjab, hereby declare that all the information furnished in this capstone project report is based on my own intensive research and is genuine. This report does not, to the best of my knowledge, contain part of my work which has been submitted for the award of my degree either of this university or any other university without proper citation.

Manpreet Kaur Signature and Name of the student Registration No. ..11010568 Date :

Executive Summary
In this era the promotion of the products have become necessary and that also must be effective and cost efficient. The company who has a very good promotion strategy to reach its customer will have a good profits and brand image . In our capstone project named IMC OF IT PRODUCTS(HARDWARE) IN DOABA REGION we tried to find out the best effective IMC channel in Doaba region in IT sector. For this purpose we conducted a study and our research design was exploratory and sampling technique was stratified .we made a questionnaire and went to the exclusive showrooms of the specific company . we got 50 respondent for this study. After putting the information in the excel sheet we drew that local tv channels and sales promotion contribute much in the sales of IT products but the problem with these channels is that these are costly. SMS, Internet and newspapers are the cost effective channel and captures more customers in Doaba region. Most of the vendors are maintaining the CRM database of the customers so that they can contact them at any time.

Table of Contents

S. No. CHAPTER
1. 1. Introduction 1.1 WHAT IS IMC 1.2 IMC components 1.3 Importance of IMC 1.4 Marketing mix component 2. 3. 4. 5. 6. 7. 8. 9. 10. Review of existing literature Objectives Need and Scope of the study Research methodology Analysis and interpretation Findings and Suggestions Conclusion References Appendix(research paper& questionaire)

Page No.
8-12

13-16 17 18 19 20-35 36-37 38 39 40-49

CHAPTER 1 1. INTRODUCTION 1.1 WHAT IS IMC

Integrated Marketing Communications (IMC) is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost .This management concept is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation. Integrated marketing communications (IMC) is a process for managing customer relationships that drive brand value primarily through communication efforts. Such efforts often include cross-functional processes that create and nourish profitable relationships with customers and other stakeholders by strategically controlling or influencing all messages sent to these groups and encouraging data-driven, purposeful dialog with them. IMC includes the coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program in order to maximize the impact on end users at a minimal cost. This integration affects all firm's business-to-business, communications. Integrated marketing communications is the process of developing and implementing various forms of persuasive communication programs with customers and prospects over time. The goal of IMC is to influence or directly affect the behavior of the selected communications audience. IMC considers all sources of brand or company contacts that a customer or prospect has with the product or service as potential delivery channels for future messages. Further, IMC makes use of all forms of communication which are relevant to the customers and prospects, and to which they might be receptive. In sum the IMC process starts with the customer or prospect and then works back to determine and define the forms and methods through which persuasive communications programs should be developed. marketing channel, customer-focused, and internally directed

Although this statement is comprehensive and contains all elements of IMCs definition it does not serve as a memory aid due to its length. Therefore other definitions serve their purpose in simplifying the matter. Larry Percy has provided a more simplified definition of integrated marketing communications: IMC is the planning and execution of all the types of advertising and promotion selected for a brand, service, or company, in order to meet a common set of communication objectives, or more particularly, to support a single positioning.

1.2 IMC Components The Foundation - corporate image and brand management; buyer behavior; promotions opportunity analysis. Advertising Tools - advertising management, advertising design: theoretical frameworks and types of appeals; advertising design: message strategies and executional frameworks; advertising media selection. Advertising also reinforces brand and firm image. Promotional Tools - trade promotions; consumer promotions; personal selling, database marketing, and customer relations management; public relations and sponsorship programs. Integration Tools - Internet Marketing; IMC for small business and entrepreneurial ventures; evaluating and integrated marketing program

1.3 Importance of IMC Several shifts in the advertising and media industry have caused IMC to develop into a primary strategy for marketers: From media advertising to multiple forms of communication. From mass media to more specialized (niche) media, which are centered on specific target audiences? From a manufacturer-dominated market to a retailer-dominated, consumer-controlled market. From general-focus advertising and marketing to data-based marketing.

From low agency accountability to greater agency accountability, particularly in advertising. From traditional compensation to performance-based compensation (increased sales or benefits to the company). From limited Internet access to 24/7 Internet availability and access to goods and services.

The marketing communications mix consists of, but is not limited to, the five major modes of communication: advertising, sales promotion, public relations and publicity, personal selling, and direct marketing. The following table contains the main elements of each communication mode.

Five

main

modes

of

marketing

communications:-

Fig 1.3
The elements of the marketing communications mix interact with each other with great diversity while also affecting its surrounding framework. Marketing communications is considered as one of the four Ps of the marketing mix (others being product, pricing, and place / distribution). Publicrelations have often been regarded as a marketing communications mix element byMarketing professionals, a view that has not always been shared in the PR community. One view of the relationships between marketing, marketing communications, public relations, and

10

advertising as a representative of a marketing communications mix element is illustrated in Figure.

1.4 Marketing Mix component The Internet has changed the way business is done in the current world. The variables of segmentation, targeting and positioning are addressed differently. The way new products and services are marketed have changed even though the aim of business in bringing economic and social values remain unchanged. Indeed, the bottom line of increasing revenue and profit are still the same. Marketing has evolved to more of connectedness, due to the new characteristics brought in by the Internet. Marketing was once seen as a one way, with firms broadcasting their offerings and value proposition. Now it is seen more and more as a conversation between marketers and customersmarketing efforts incorporate the "marketing mix". Promotion is one element of marketing mix. Promotional activities include advertising (by using different media), sales promotion (sales and trades promotion), and personal selling activities. It also includes Internet marketing, sponsorship marketing, direct marketing, database marketing and public relations. Integration of all these promotional tools, along with other components of marketing mix, is a way to gain an edge over a competitor. The starting point of the IMC process is the marketing mix that includes different types of marketing, advertising, and sales efforts. Without a complete IMC plan there is no integration or harmony between client and customers. The goal of an organization is to create and maintain communication throughout its own employees and throughout its customers. Integrated marketing is based on a master marketing plan. This plan should coordinate efforts in all components of the marketing mix. A marketing plan consists on the following steps: Situation analysis Marketing objectives Marketing budget

Integrated marketing communications aims to ensure consistency of message and the complementary use of media. The concept includes online and offline marketing channels. Online marketing channels include any e-marketing campaigns or programs, from Search Engine Optimization (SEO), pay-per-click, affiliate, email, banner to latest web related channels for
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webinar, blog, micro-blogging, RSS, podcast, Internet Radio, and Internet TV. Offline marketing channels are traditional print (newspaper, magazine), mail order, public relations, industry relations, billboard, traditional radio, and television. A company develops its integrated marketing communication program using all the elements of the marketing mix (product, price, place, and promotion). Integrated marketing communications plans are vital to achieving success. The reasons for their importance begin with the explosion of information technologies. Channel power has shifted from manufacturers to retailers to consumers.

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CHAPTER 2 LITERATURE REVIEW

Fuller andJenkins 1995; Hamill and Gregory 1997; Use of internet in international marketing. This study's findings suggest that most firms use the Internet to search for information about customers, distributors, and partners. The Internet does not replace personal sales; most firms reported a rather complex purchasing process and an extensive need for communication with customers before the purchase decision. The authors found standardized products to be most suited for Internet-based sales; however, standardization reduced firms' competitive advantage and profit margins. Software firms' most significant use of the Internet was for post sales service and support activities; these activities both generated revenue and improved customer relations. Partnership agreements with well-known firms, positive product reviews, and image building through the Internet were important to most firms in order to reduce the uncertainty that potential customers often experience when unknown suppliers offer unfamiliar products. The authors also discuss implications for managers in industrial sectors other than software. In addition to software firms' being more "Internet literate," they have first-hand experience with how the Internet can improve the effectiveness and efficiency of their business relationships and thereby can make them more competitive. Customers can also sign up for a support agreement, whichentitles them to continuous access to new versions, upgrades, online Web support, and discussion groups. The support agreement is a way to maintain a good relationship with the client, and it is an important source of income for the firm. However, the support intensity is relatively lowcompared with that of other more complex software systems.

2001 Techno-Ready Marketing: How and Why Your Customers Adopt Technology
In this article, I have concluded that Techno-Ready Marketing is the process of using new and innovative products by the customer. Customers like to use new, fresh and unexpected products from the markets. Techno ready marketing is also used to measure the level of individual that
13

which kinds of products are used by the individuals. They are using technology products to make their work easy in home and offices. Principals were 1) Varying levels of optimism about technology, tendency to innovate, discomfort with technology. 2) Because the technology product adoption process is distinct. 3) Ensuring customer satisfaction is more difficult with a technology-based product because the products are more complex. The most exciting contribution of Techno-Ready Marketing is the Technology Readiness Index (TRI), a series of questions used to determine in which of five Categories a person belongs, depending on their optimism, innovativeness, discomfort and insecurity with technology. Techno ready marketing help us to understand how and why customers adopt technology.

NavinKhemka,(2004);Mobile Marketing Takes Off in India In this article the author said that Cell phones have become a powerful and cost effective advertising tool in India, and once 3G and MVNO launch there, mobile marketing will be big business.NavinKhemka, senior vice president of media services group Zenith Optimedia, said it is the reach of the mobile phone in India that makes it significant for marketing efforts there. In India, there are over 330 million mobile subscribers and the number is growing each day. This has encouraged several FMCG (fast moving consumer goods) companies, banks, magazines and TV stations in the country to extend their promotions to the mobile phone platform. Mobile marketing is not only cost-effective, but advertisers can be sure their ad has been seen by the consumer, which is not the case with TV or print. "No other medium has this reach. Since it's a very personal device, a basic form of advertising like SMS can be effective if used in a more targeted and contextual way," Khemka told ZDNet Asia in an e-mail interview.For long, marketers in India wanted to do more targeted advertising, but focus on traditional mediasuch as print and televisionstopped them from doing so. Khemka said: "In India, over a hundred mobile value-added services (VAS) and technology companies are working to bring more innovative solutions on the mobile and keep advertisers abreast of new technologies being launched."
14

Mobile advertising in India is all set to see an increase with the arrival of MVNOs and 3G, say observers. So far, mobile has attracted low advertising spends because of its format of advertisingsimple text SMS or basic pictures. Khemka said: "With 3G, a paradigm shift is expected in mobile advertising." "3G will open up new avenues for advertisers, such as rich media content and video over the mobile phone."With 3G, advertisers may be able to subsidize the cost of downloading rich media content by subscribers. For example, a song from a new Bollywood film can be put up for download with an ad of a soft drink company as a pre-roll or a mid-roll. Consumers can download this song for free while the soft-drink company pays for the download." By Noah Buhayar (2005); IBMs Secret for Making the Sale The economy may be in the tank, but IBM still makes salesmanship look easy. How? The secret lies in rigorous research, a focused strategy, and patient execution. But to get a sense of how all those elements come together, its worth taking a look at how IBM established itself as a major player in IT sales to health care providers. Boyle also encourages sales reps to join local chapters of the Healthcare Information and Management Systems Society, as well as other professional organizations that can help them stay up to date on industry trends. IBM engages potential clients online by sponsoring Web-based seminars and publishing a regular e-newsletter about IT trends in the health care industry. IBMs Cotter set up a forum on LinkedIn to engage health care professionals who are tackling some of the industrys challenges. The forum now counts some 2,000 members, and any buzz or leads generated on the forum are quickly passed along to the appropriate sales team. People get more information from their network than from a sales rep knocking on their door, Cotter says. Weve [got to] stay in this dialogue with them and evolve our strategies quickly. This constant contact with customers has helped IBMs Health Care and Life Sciences group continue to grow its sales even as economic conditions have deteriorated. People dont think of IBM as a company that can move on a dime, Pelino says. I think weve proven them wrong in health care and life sciences. One of the hardest parts of selling in a recession is the fact that customers needs change rapidly. IBMs Health Care and Life Sciences group keeps its sales reps ahead of the curve by continuously educating them about the health care industry and engaging potential clients through events, newsletters, and social networking.

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Global IT Buyers Reveal 'Green' Perceptions, Jun 19, 2008 According to the study done by the author, More than 70 percent of the global respondents said they 'probably' or 'definitely' would increase their preference for a brands green products if they were convinced of the positive impact on the environment and business. The bottom line is that 'green' IT marketers are going to have to be really smart about how they go to market," added Paul Walker, president, GCI Group. "They need to target the right countries and the right 'green advocates' in the C-suite with credible value propositions. Among the major findings of the study, it was noted that the importance of 'green' IT to IT buyers varies country by country. India's respondents, for instance, emerged highest as both expecting to pay at least a five percent premium on 'green' IT and as having a preference for it if they can be convinced of positive impact on both the environment and their budgets.India emerged as the study's leader in 'green' IT potential, as a higher percentage of respondents in that country expect to pay at least a five percent premium on 'green' IT or 'definitely would' increase their preference for 'green' IT with proven RoI or both.

16

CHAPTER 3 OBJECTIVES
To determine the various effective IMC channels. To determine the most cost efficient channel. To study the effect of IMC in generating revenue and improved customer relations. To determine the contribution provided by the company to the IT vendors. To know the effectiveness of green IT products provided by IT vendors and its impact.

17

CHAPTER 4 NEED OF THE STUDY

As no study has been done in Doaba region on IMC of IT products and also the need of study is to figure out the potential market for IT products in Doaba region and we want to know the effective channels of IMC by the help of which IT vendors can target those channels to increase their sales of IT products.

SCOPE OF THE STUDY

This project will help the IT vendors to know the effective channels for IMC which will be less costly and generate more revenue. This project will facilitate the IT vendors to know how to promote the products in Doaba region.

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CHAPTER 5 RESEARCH METHODOLOGY

It is a way to systematically solve the research problem.

Research design ----Exploratory Sampling technique----Stratified random sampling Sample size---50 Respondents Sources of data collection---Primary method- It includes the questionnaire for collecting the necessary information regarding the vendor perception towards the various products in the IT sector around the Doaba Region. Secondary method- In this method, we taken the help from various websites, magazines etc.

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CHAPTER 6

ANALYSIS AND INTERPETATION

Q.1 Do you sell the IT products (hardware)?

YES NO

100% 0%

0%

yes no

100%

INTERPRETATION:-It was observed that all the IT vendors sell IT products. We visited at least 50 IT vendors and all are dealing with IT products.100% says yes, 0% says no.

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Q.2 Do you use any kind of IMC channel to promote your IT products?

Yes No

96% 4%

4%

yes no

96%

ITERPRETATION:-It was observed that maximum no. of vendors uses IMC channels to promote their products.98% vendors uses IMC channels to promote IT products and out of 100%, 4% vendors dont use any channel to promote IT products. That means every vendor is in practice of IMC channels

21

Q.2 (b) If yes then which IMC channel you are using to promote your products?

Internet Print media Local TV ads Radio SMS Sales promotion others

30% 10% 20% 15% 5% 20% 0%

5% 15%

0%

30%

Internet Print media Local ads

20% 10% 20%

Sales promotion Radio SMS Others

INTERPRETATION:-It was observed that most of vendors uses internet, local ads and sales promotion to promote their products. Minimum no. of vendors are using radio, sms and print media to promote their products.30% of vendors are using internet as their IMC channel,20% are using sales promotion, 20% are using local TV ads. while 25% of vendors are using other channels like SMS, radio, print ads etc

22

Q.3 According to you which IMC channel captures customer's attention the most ?

Local TV ads Print media SMS Internet Radio Sales promotion others

30% 5% 15% 15% 10% 25% 0%

0% 25% Local tv ads 30% print maedia SMS 10% 15% 15% 5% Internet Radio Sales promotion Others

INTERPRETATION:-It was observed that local TV ads and sales promotion captures the customers attention most towards the product.SMS and internet are new techniques of promotion and they play a very good role to attract the customers.30% of vendors says that local TV ads attracts the customers attention most and 25% says that sales promotion attracts the customers attention most.15% of customers says SMS attracts the customers attention most.15% says internet.10% of vendors says that radio attracts the customers attention and 5% of vendors says print media attracts the customers attention. 23

Q.4 According to you which IMC channel contributes much in sales of the company ?

Local TV ads Print media SMS Internet Radio Sales promotion others

35% 5% 10% 10% 10% 30% 0%

0% 30% Local tv ads 35% Print media SMS 10% 10% 10% 5% Internet Radio Sales promotion Others

INTERPRETATION:-It was observed that local TV ads and sales promotion contribute much in sales of the company.35% of vendors says that local TV ads contribute much in sales while as 30% of vendors says that sales promotion contribute much in sales of the company. Minimum no. of vendors about 10% says that internet contribute in sales. only 5% of vendors says that print media contribute in sales of the company. 24

Q.5 Which IMC channel is most cost effective ?

Local TV ads Print media SMS Internet Radio Sales promotion others

10% 10% 35% 35% 5% 5% 0%

0% 5% 5% 10% 10% Local tv ads Print media SMS Internet 35% Radio Sales promotion Others

35%

INTERPRETATION:-It was observed that internet and SMS are the most cost effective channels.35% of vendors says that internet is most cost effective channel while as 35% of vendors says that SMS is most cost effective channel. Minimum no. of vendors about 10% says that local TV ads and print media are most cost effective channels. Only 5% of vendors say that sales promotion is most cost effective channel. By observation we found that internet is most cost effective channel but very minimum companies uses these channels because most people are not aware about these channels. 25

Q.6 Do you provide adequate information about GREEN IT products?

YES NO

70% 30%

30%

yes 70% no

INTERPRETATION:-It was observed that 70% of vendors are providing adequate information about the green IT products to the customers. While as 30% of customers are not providing information about green IT products.

26

Q.7 Do you offer any discount or complementary gift for every customer purchase of IT products ?

YES NO

90% 10%

10%

yes no 90%

INTERPRETATION:-It was observed that maximum no. of vendors about 90% are providing discounts or gifts for every customer purchase of IT products. While as 10% of customers are not providing any gifts of discounts.

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Q.7 (b) If yes, then what kind of complementary gift or discounts are you offering ?

Pen drives Mouse Gift coupens Keyboards

20% 30% 20% 30%

30%

30% Mouse pen drive coupens

20%

20%

key board

INTERPRETATION:-It was observed that maximum no. of customers are providing mouse, pen drives, coupons and key boards as complementary gifts to the customers. About 30% vendors are providing each keyboard and mouses. and 20% vendors are providing each coupons and pen drives.

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Q.8 Do you give service warranty of the products ?

YES NO

95% 5%

5%

yes no 95%

INTERPRETATION:-It was observed that maximum no. of vendors are providing warranty on the IT products. About 95% of vendors says that they are providing warranty on the IT products and only 5% of vendors says that they are not providing any warranty on the IT products.

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Q.9 What time period do you provide for product replacement ?

15 Days 1 Month 2 Month None

50% 20% 10% 20%

20% 10% 50% 15 days 1 month 20% 2 months none

INTERPRETATION:-It was observed that 50% of vendors are providing a period of 15 days for product replacement.20% are providing 1 month,10% vendors are providing 2 months,20% are providing none period of product replacement.

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Q.10 Does the company provide budget for the promotion of IT products

YES NO

98% 2%

2%

yes no

98%

INTERPRETATION:-It was observed that 98% of companies are providing budgets for promotion of IT products and 2% of companies are not providing any budgets for promotion of it products. That means maximum no. of companies are providing budgets for promotion.

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Q.11 How much budget does the company provide?

0-5 lakh 5-10 lakh 10-15 lakh 15-20 lakh

85% 15% 0% 0%

0% 15%

0%

0-5 lakh 5-10 lakh 10-15 lakh 85% 15-20 lakh

INTERPRETATION:-It was observed that 85% of companies are providing 0-5 lakh of budget for promotion of IT products to the vendors and 15% of the companies are providing a sound budget of 510 lakh per year to the vendors for promotion of IT products. It was also observed that no company provide a budget of 10-20 lakh for the vendors.

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Q.12 Do you maintain customer database for CRM purpose ?

Yes No

85% 15%

15%

yes no 85%

INTERPRETATION:-It was observed that maximum no of vendors about 85% are maintaining database for CRM purpose and only 15% of vendors are not maintaining any database for CRM purpose.

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.13 Do you contact your customer after sale of the product ?

Yes No

70% 30%

30%

yes 70% no

INTERPRETATION:-It was observed that 70% of IT vendors contact their customers after sale of the products and only 30% of vendors dont contact to their customers after sale of products. so, maximum no. of vendors contact to the customers after sale of the products.

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Q.14 what are your future IMC plans for your for your company ?

Internet & SMS Sales promotion

90% 10%

10%

Internet & SMS Sales promotion

90%

INTERPRETATION:-It was observed that maximum no. of vendors future plans are to promote their products through the new IMC channels like; internet and SMS. according to them internet and SMS is the most cost effective channel and very fast than any other IMC channel.

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CHAPTER 7 FINDINGS OF THE STUDY

During the survey of IMC of IT products the main findings are as under: Every IT vendor is in practice of IMC channels to promote their products. IT vendors not only focus on the single IMC channel but they uses multiple channels to promote their products. Most of IT vendors uses internet, local ads and sales promotion to promote their products. It was found that local TV ads and sales promotion captures the customers attention most towards the product and internet promotions are new techniques of promotion and they play a very good role to attract the customers. IMC channels like local TV ads and sales promotion contribute much in sales of the company. These two channels play a very important role in sales of the company but only problem with these channels is that they are costly. We find that these channels are effectively but costly. Internet and SMS are most cost effective channels but not still contribute much in sales, because very low no of vendors are using SMS as their promotional tool. SMS is a new IMC channel very low no of vendors are using this channel to promote the products. More than half of the IT vendors are providing information about green IT products to the customers. But still 30% of vendors are not proving any information about green IT products. Most of the IT vendors are providing complementary gift to the customers. Most of them are providing gifts like pendrives, mouse, coupons and keyboards. And about every vendor is providing services warranty and replacement periods to the customers. Most of the IT vendors are maintaining database for CRM purpose and are they contact to their customers after the sale of the products. CRM also maintains a displine within an organisation. This indicates that CRM is very important. Maximum no. of vendors future plans are to promote their products through the new IMC channels like; internet and SMS. According to them internet and SMS are the most cost effective channel and very fast than any other IMC channels.
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SUGGESTIONS

The IT vendors should focus on the new IMC channels like the internet and SMS. Every individual in the country is now using mobile phone so in future SMS will not only cost effective channel but also contribute much. in sales.

The IT vendors should also focus on the green IT products. They should give adequate knowledge to the customers about the green IT products. Most of the vendors are still not providing any information about green IT products to the customers. They should start to give adequate knowledge to the customers.

The IT vendors should give maximum of warranty period to the customers and also provide a maximum period for exchange of products. The companies are providing a very low budget to the vendors for the IMC. The companies should provide a adequate amount of more than 10, 00,000 of budget to the customers for IMC channels. The companies should focus on the future planning. They should focus on the CRM and use new channels for promotion, like internet and SMS. These two channels are very cost effective.

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CHAPETER 8 CONCLUSION
Integrated Marketing Communications (IMC) is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost. According to the study internet and SMS are the most cost effective channels but they are not contributing much in sales. Local tv ads and promotional strategies contribute much in sales of the company. If the company provides more budget to the vendors then the sales can be increased because the vendor can utilize the budget for getting more customer attention.

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CHAPTER 9
REFRENCES

1) Noah Buhayar/2005/IBM's Secret for Making the Sale http://www.cbsnews.com/8301-505125_162-51313855/ibms-secret-for-making-the-sale/ 2) swati Prasad/2004/ Mobile Marketing Takes Off in India

http://www.businessweek.com/globalbiz/content/apr2009/gb20090427_800674.htm 3) Fuller and Jenkins 1995; Hamill and Gregor1997/ http://www.jstor.org/pss/25048956 4)Biztech2 Staff/June 2008http://scicasts.com/greentech/1840-green-computing/1910-

global-it-buyers-reveal-their-green-perceptions 5) http://nraomtr.blogspot.in/2012/02/marketing-management-13th-edition.html

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A STUDY ON IMC OF IT PRODUCTS (HARDWARE) IN DOABA REGION

RESEARCH PAPER
Submitted by: Manpreet Singh Zameer Ahmad ManpreetKour AdityaKalsotra Roll No.39 Roll No.40 Roll No.37 Roll No.38

DEPARTMENT OF MANAGEMENT LOVELY PROFESSIONAL UNIVERSITY PHAGWARA

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Abstract--Integrated Marketing Communications (IMC) is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost .This management concept is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation. Integrated marketing communications (IMC) is a process for managing customer relationships that drive brand value primarily through communication efforts. Such efforts often include cross-functional processes that create and nourish profitable relationships with customers and other stakeholders by strategically controlling or influencing all messages sent to these groups and encouraging data-driven, purposeful dialog with them. IMC includes the coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program in order to maximize the impact on end users at a minimal cost. This integration affects all firm's business-to-business, communications. IMC Components The Foundation - corporate image and brand management; buyer behavior; promotions opportunity analysis. Advertising Tools - advertising management, advertising design: theoretical frameworks and types of appeals; advertising design: message strategies and executional frameworks; advertising media selection. Advertising also reinforces brand and firm image. Promotional Tools - trade promotions; consumer promotions; personal selling, database marketing, and customer relations management; public relations and sponsorship programs. Integration Tools - Internet Marketing; IMC for small business and entrepreneurial ventures; evaluating and integrated marketing program marketing channel, customer-focused, and internally directed

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Five

main

modes

of

marketing

communications:-

LITERATURE REVIEW
Fuller andJenkins 1995; Hamill and Gregory 1997; Use of internet in international marketing. This study's findings suggest that most firms use the Internet to search for information about customers, distributors, and partners. The Internet does not replace personal sales; most firms reported a rather complex purchasing process and an extensive need for communication with customers before the purchase decision. The authors found standardized products to be most suited for Internet-based sales; however, standardization reduced firms' competitive advantage and profit margins. Software firms' most significant use of the Internet was for post sales service and support activities; these activities both generated revenue and improved customer relations. Partnership agreements with well-known firms, positive product reviews, and image building through the Internet were important to most firms in order to reduce the uncertainty that potential customers often experience when unknown suppliers offer unfamiliar products. The authors also discuss implications for managers in industrial sectors other than software. In addition to software firms' being more "Internet literate," they have first-hand experience with how the Internet can improve the effectiveness and efficiency of their business relationships and thereby can make them more competitive. Customers can also sign up for a support agreement, whichentitles them to continuous access to new versions, upgrades, online Web support, and
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discussion groups. The support agreement is a way to maintain a good relationship with the client, and it is an important source of income for the firm. However, the support intensity is relatively lowcompared with that of other more complex software systems.

2001 Techno-Ready Marketing: How and Why Your Customers Adopt Technology
In this article, I have concluded that Techno-Ready Marketing is the process of using new and innovative products by the customer. Customers like to use new, fresh and unexpected products from the markets. Techno ready marketing is also used to measure the level of individual that which kinds of products are used by the individuals. They are using technology products to make their work easy in home and offices. Principals were 1) Varying levels of optimism about technology, tendency to innovate, discomfort with technology. 2) Because the technology product adoption process is distinct. 3) Ensuring customer satisfaction is more difficult with a technology-based product because the products are more complex. The most exciting contribution of Techno-Ready Marketing is the Technology Readiness Index (TRI), a series of questions used to determine in which of five Categories a person belongs, depending on their optimism, innovativeness, discomfort and insecurity with technology. Techno ready marketing help us to understand how and why customers adopt technology. NavinKhemka,(2004);Mobile Marketing Takes Off in India In this article the author said that Cell phones have become a powerful and cost effective advertising tool in India, and once 3G and MVNO launch there, mobile marketing will be big business.NavinKhemka, senior vice president of media services group Zenith Optimedia, said it is the reach of the mobile phone in India that makes it significant for marketing efforts there. In India, there are over 330 million mobile subscribers and the number is growing each day. This has encouraged several FMCG (fast moving consumer goods) companies, banks, magazines and TV stations in the country to extend their promotions to the mobile phone platform. Mobile marketing is not only cost-effective, but advertisers can be sure their ad has been seen by
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the consumer, which is not the case with TV or print. "No other medium has this reach. Since it's a very personal device, a basic form of advertising like SMS can be effective if used in a more targeted and contextual way," Khemka told ZDNet Asia in an e-mail interview.For long, marketers in India wanted to do more targeted advertising, but focus on traditional mediasuch as print and televisionstopped them from doing so. Khemka said: "In India, over a hundred mobile value-added services (VAS) and technology companies are working to bring more innovative solutions on the mobile and keep advertisers abreast of new technologies being launched." Mobile advertising in India is all set to see an increase with the arrival of MVNOs and 3G, say observers. So far, mobile has attracted low advertising spends because of its format of advertisingsimple text SMS or basic pictures. Khemka said: "With 3G, a paradigm shift is expected in mobile advertising." "3G will open up new avenues for advertisers, such as rich media content and video over the mobile phone."With 3G, advertisers may be able to subsidize the cost of downloading rich media content by subscribers. For example, a song from a new Bollywood film can be put up for download with an ad of a soft drink company as a pre-roll or a mid-roll. Consumers can download this song for free while the soft-drink company pays for the download."

OBJECTIVES
To determine the various effective IMC channels. To determine the most cost efficient channel. To study the effect of IMC in generating revenue and improved customer relations. To determine the contribution provided by the company to the IT vendors. To know the effectiveness of green IT products provided by IT vendors and its impact.

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RESEARCH METHODOLOGY Research design ----Exploratory Sampling technique----Stratified random sampling Sample size---50 Respondents Sources of data collection---Primary method- It includes the questionnaire for collecting the necessary information regarding the customer perception towards the various products in the IT sector around the Doaba Region. Secondary method- In this method, we taken the help from various websites, magazines etc.

FINDINGS OF THE STUDY

During the survey of IMC of IT products the main findings are as under: Every IT vendor is in practice of IMC channels to promote their products. IT vendors not only focus on the single IMC channel but they uses multiple channels to promote their products. Most of IT vendors uses internet, local ads and sales promotion to promote their products. It was found that local TV ads and sales promotion captures the customers attention most towards the product and internet promotions are new techniques of promotion and they play a very good role to attract the customers. IMC channels like local TV ads and sales promotion contribute much in sales of the company. These two channels play a very important role in sales of the company but only problem with these channels is that they are costly. We find that these channels are effectively but costly.

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 Internet and SMS are most cost effective channels but not still contribute much in sales, because very low no of vendors are using SMS as their promotional tool. SMS is a new IMC channel very low no of vendors are using this channel to promote the products. More than half of the IT vendors are providing information about green IT products to the customers. But still 30% of vendors are not proving any information about green IT products. Most of the IT vendors are providing complementary gift to the customers. Most of them are providing gifts like pendrives, mouse, coupons and keyboards. And about every vendor is providing services warranty and replacement periods to the customers. Most of the IT vendors are maintaining database for CRM purpose and are they contact to their customers after the sale of the products. CRM also maintains a displine within an organisation. This indicates that CRM is very important. Maximum no. of vendors future plans are to promote their products through the new IMC channels like; internet and SMS. According to them internet and SMS are the most cost effective channel and very fast than any other IMC channels.

CONCLUSION
Integrated Marketing Communications (IMC) is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost. According to the study internet and SMS are the most cost effective channels but they are not contributing much in sales. Local tv ads and promotional strategies contribute much in sales of the company. If the company provides more budget to the vendors then the sales can be increased because the vendor can utilize the budget for getting more customer attention.

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APPENDIX
QUESTIONNAIRE Name of the Organization. Address Mobile no: ............................

Q.1 Do you sell the IT products (hardware)? a) Yes b) No

Q.2 Do you use any kind of IMC channel to promote your IT product? a) Yes b) No

Q.2.a. If yes, then which channel you are using to promote your product? a) Local TV ads d) Internet b) Print media e) Radio c) SMS f) Sales promotion

Others_________________________________________________

Q.2.b. If no, then what is the reason?

Q.3 According to you, which IMC channel captures customers attention the most? a) Local TV ads d) Internet b) Print media e) Radio c) SMS f) Sales promotion

Others_________________________________________________

Q.4 According to you which IMC channel contributes much in sales of the company? a) Local TV ads d) Internet b) Print media e) Radio c) SMS f) Sales promotion

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Others_________________________________________________

Q. 5 Which IMC channel is the most cost effective? a) Local TV ads d) Internet b) Print media e) Radio c) SMS f) Sales promotion

Others_________________________________________________

Q.6 Do you provide the adequate information about the GREEN IT to the customers? a) Yes b) No

Q.7 Do you offer any discount or complementary gift for every customer purchase of IT product? a) Yes b) No

If Yes, then what kind of complementary gifts or discounts are you offering ?

Q.8 Do you give Service warranty of the products? a) Yes b) No

Q.9. What time period do you provide for product replacement? a) 15 days b) 1month c) 2 months d) None

Q.10 Does the company provide budget for the promotion of IT products? a) Yes b) No

Q.11 How much budget does the company provide? a) 0-5 Lakh b) 5-10 Lakh c) 10-15 Lakh
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d) 15-20 Lakh

Q.12 Do you maintain the customer database for CRM purpose? a) Yes b) No

Q.13 Do you contact your customers after sale of a product? a) Yes b) No

Q14. What are your future IMC plans for your company?

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