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LOVELY PROFESSIONAL UNIVERSITY

SUBMITTED BY :

RIAJUDDIN SAIFI

10906202 RR1908 A07

SUBMITTED TO

RECPECTED SAVITA MA’AM

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ACKNOWLEDGMENT

It is difficult to acknowledge precious a debt as that of learning as it isthe only debt that is difficult to repay except through gratitude.

First and foremost I wish to express my profound gratitude to thealmighty, the merciful & compassionate with those grace & blessings. I have been able to complete this work.

It is my profound privilege to express my sincere thanks to savita ma'am for giving me an opportunity to work on the project and giving me full support in completing this trem paper

Last but not least, I would like to thank my parents & my friends for their full cooperation & continuous support during the course of thisassignment.

(RIYAZUDDIN SAIFI)

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INDEX

INTRODUCTION Company History

Definition of Marketing

MARKETING PLAN

My plan for my product

Categories

Launch of a new product

Competitors

Marketing channel of saifi laptops

Product life cycle of saifi laptops

Pricing and promotion strategy

Swot analysis of hp laptops

Market analysis

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FINDINGS

CONCLUSION

INTRODUCTION

If there is anything that the Indian computer hardware industry has to offer to the

various Indian and Multinational Hardware Manufacturing companies, it is growth.

Recent MAIT study, conducted jointly with Big Five firm Ernst & Young, concluded that

the Indian hardware industry had the potential to reach a size of $62 billion by 2010

For a country whose economy is so heavily dependent on agriculture, a vibrant

hardware industry has the potential to generate three million jobs, especially for Indianswho come from economically underprivileged sections, who aren’t very highly educated.

So, in the words of Riajuddin saifi, the hardware industry can be some sort of a

panacea for India’s unemployment problem. Also, with the size of the contract

manufacturing industry expected to be over $500 billion by the year 2010, Indian firms

could grab a significant chunk of the pie in a manner pretty similar to India’s emergence

as a key player in the global BPO stakes. And, with a potentially huge market in

embedded systems emerging, Indian firms with the right mix of hardware and softwarecan be big players here. For the record, of all the high-end processors produced in the

world, only 6 percent are used in PCs and the remaining 94 percent are used in

entertainment electronics, non-PC devices, communication products and embedded

electronics.

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With such given potential, the major players in the market like Hewlett Packard,

Sony, Lenovo, Dell etc can expect to gain a lot. At the same time, the competition is

bound to grow and get intense. Therefore these manufacturers have to take measures

to counter competition efficiently.

In order to establish the brand in the minds of the consumer, the manufacturers

should ensure that the consumers have a positive perception about the product,

product features, quality level, look, design and appearance etc.

This study revolves around studying the various perceptions prospective

customers of Hewlett Packard Laptop hold against the brand, its quality, price,

correlation between the price and quality etc. The study conducted in Bangalore intends

to throw light on the above mentioned parameters such that Hewlett Packard can makenecessary decisions based on the findings and suggestions.

Company History:

Bill Hewlett and Dave Packard both graduated from Stanford University in 1934.

The company originated in a garage in nearby Palo Alto while they were post-grad students at Stanford during the Great Depression .

The partnership was formalized on January 1 , 1939 with an investment of

US$538. [1] Bill won the coin toss and named their electronics manufacturing enterprise

the "Hewlett-Packard Company."

Of the many projects they worked on, their first financially successful product

was a precision audio oscillator , the Model 200A. Their innovation was the use of asmall light bulb as a temperature dependent resistor in a critical portion of the circuit.

This allowed them to sell the Model 200A for $54.40 when competitors were selling less

stable oscillators for over $200. The Model 200 series of generators continued until at

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least 1972 as the 200AB, still tube-based but improved in design through the years. At

33 years, it was perhaps the longest-selling basic electronic design of all time.

One of the company's earliest customers was The Walt Disney Company , whobought eight Model 200B oscillators (at $71.50 each) for use in certifying the

Fantasound surround sound systems installed in theaters for the movie Fantasia

Definition of Marketing :

Philip Kotler

The marketing guru has said “Marketing is a social and managerial process by which

individuals and group obtain what they need and want through creating, offering and

changing products of value with others”.

American marketing association

Addressed “marketing is the performance of business activities that direct the

flow of goods and services from producer to consumer to user”.

Services marketing must account for the unique nature of services. Industrial or

B2B marketing must account for the long term contractual agreements that are typical

in supply chain transactions. Relationship marketing attempts to do this by looking at

marketing from a long term relationship perspective rather than individual transactions.

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MARKETING PLAN

In practice there is a logical process that marketing follows the marketing planning

process consists of analyzing marketing opportunities Selecting target markets

designing marketing programme and managing the marketing effort .

My plan for my product

Saifi is looking at the media and entertainment space in a big way. To address

this market requirement, "we recently launched our premium range of saifi notebooks.

Priced between Rs 50,000 and Rs 70,000, the saifi notebooks come with a remote

control, a neon backlit keyboard and a quick play option to help users switch straight to

say a movie without waiting for the laptop to boot up." The downside is that the battery

offers a low two-and-a-half-hours to three hours backup.

The threat of the unorganised sector is miniscule. Laptops are a high-involvement

product and the consumer places a lot of emphasis on after-sales service and brand,

which the unorganised market is unable to offer. With price cuts boosting the laptop

market, companies do not see local PC assemblers as a threat.

Categories:

Terms sometimes used for subtypes of laptop computers include:

Ultra portables :

Laptops with screens typically less than 12 inches diagonally and a weight of

less than 1.7kg. Their keyboards are usually not full-size. Their primary audience is

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usually business travelers, who need small, light laptops. Ultraportables are often very

expensive, have extended battery and/or battery life, house power-saving CPUs and

almost always have integrated graphics.

Thin-and-lights:

Laptops usually weighing in between 1.8kg and 2.8kg with a screen size of

between 12 and 14 inches diagonally. Examples of this variety: the Sony VAIO FJ,

Apple MacBook and Dell XPS M1210.

Medium-sized laptops:

These usually have screens of 14 – 15.4 inches diagonally and a weight of

around 3-3.5kg. They usually sacrifice a little computing power for smaller dimensionsand longer battery life, although the length and width are usually determined by the

screen size.

Desktop replacement computers :

Powerful laptops meant to be mainly used in a fixed location and infrequently

carried out due to their weight and size; the latter provides more space for powerful

components and a big screen, usually measuring 17-20 inches. Desktop replacements

tend to have limited battery life, rarely exceeding three hours, because the hardware is

not optimized for efficient power usage.

This is all about the marketing plan which I have made for hp laptop.

Launch of a new product

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TECHNOLOGY AND PRODUCTS

HP TX1150EA Laptop Main Specifications –• AMD Turion 64 X2 Dual Core TL-60 • 1.8GHz HyperTransport • 1MB Cache• 2048MB RAM • 160GB Hard Drive• Genuine Windows Vista Home Premium• Digital TV Tuner • 128MB NVIDIA GeForce GO 6150 Graphics• Dual Layer DVD ReWriter MultiDrive• Wireless Enabled • 12.1″ HD Brightview Touchscreen• Fingerprint Reader

HP has a successful line of laptops,printers, scanners, digital cameras,

calculators, PDAs, servers, workstations, and home-small business computers. HP

today promotes itself as not just being a hardware and software company, but also one

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that offers a full range of services to architect, implement and support today's IT

infrastructure.

Launching of a new Laptop:

SAIFI’S dv2630ea Entertainment - Core 2 Duo T5250 / 1.5 GHz - Centrino Duo -

RAM 2 GB - HDD 160 GB - DVD±RW (+R double layer) / DVD-RAM - GF 8400M GS -

WLAN : Bluetooth, 802.11a/b/g - Vista Home Premium - 14.1″ Widescreen TFT

1280 x 800 ( WXGA )Keyboard with Indian rupees key

Competitors:

Major competitors of saifi in the computer business include Apple Inc. , Dell , Gateway ,

Lenovo (Purchased IBM' s Non-server Personal Computer Business), Sony and

Toshiba . Major competitors of saifi in the server business include Sun Microsystems ,

IBM and Dell .

Marketing channel of saifi laptops

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Product life cycle of saifi laptops

Now the question arise that what is product life cycle is . Most product life cycle curve

are portrayed as bell shaped this curve is typically divided into four stage introduction,

growth, maturity, and decline

Introduction- when saifi’s laptops comes to the market sales growth are slow and the

profit are nonexistent because of heavy expenses of the product introduction

Growth-when people aware of saifi laptop A period of rapid market acceptance and

substantial profit improvement

Maturity- A Slowdown in sales growth because the product has achieved acceptance by

most potential buyers . Profits stabilize or decline because of increased competition .

Decline- sales show a downward drift and profits erode.

Pricing and promotion strategy

•

Pricing : This refers to the process of setting a price for a product, including discounts. The price need not be monetary - it can simply be what is exchanged

for the product or service, e.g. time, or attention.

Saifi sets the price of laptops according to the consumer behavior. They are

providing good quality laptop with the acceptable price to the customer. The

medium price for laotop is 35000 to 400000. When a person normally think about

to purchase laptop the picture comes to the mind about price of laptop.

• Promotion : It refers to the various methods of promoting the product, brand , or

company. As far as promotion is concerned we talk about advertising sales

promotion publicity and personal selling. For promoting the saifi laptop the

expenditure for advertising and media conference and T.V channel, hording

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board were very heavy. For promote the saifi laptop we tie-ups with call center

so that we can aware the people with saifi; laptop.• Ex- 200 employee calling ( one employee can make 200 call a day )if 200

employee calling 40000 calls a day. It means 40000 people of a particular

country comes to know about saifi laptop. this is a very big achievement with the

help of call center

Swot analysis of hp laptops

Strengths

Hewlett-Packard’s primary strength is its business position. The enterprise has a large

amount of cash in hand about $10 billion.

Hewlett-Packard is a global enterprise and especially after its merger with Compaq, thecompany became world’s biggest computer hardware and peripherals consort in theworld and has ranked 20th in the Fortune 500 list.

Hewlett Packard is operating in more than 170 countries including both developed aswell as under-developed.

Being a global dealer of computer hardware, it gives HP many advantages like

dominating printers market, both laser and inkjet. The company attracts and focuses onconsumers from even newly found markets all around the world, multinational corporations, non-governmental organizations etc.The company compete both at local and international level. It has increased itscompetitiveness through policies and strategies that supports free-market economies.This is one of the reasons that make HP a leading supplier in the growing IT markets.

Hewlett Packard is said to have a complete product portfolio .

Weaknesses

The company was in a long term debt for many years which kept it from investing indifferent growth opportunities.

A major problem and complaint about the hardware supplies of HP is its touch pads.The touch pads of the notebooks of Hewlett Packard like the dv series, dm3, and Envy lines needs improvement. These touch pads are either finicky, unreliable, or are difficult to use because of friction.

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The mouse buttons on various HP supplied machines are said to be clumsy to use, too.Poor shelling life of HP products plagued some mainstream systems and net books.

When it comes to Software that HP provides there are also some weaknesses. Some

heavy software’s were paired with slow hardware like Touch Smart.

The past acquisition of Peregrine made the HP’s portfolio even more diverse and complete but HP Open View’s lack of mainframe management capabilities created several problems. Another weakness was that it did not yet hit a CMDB product that includes discovery and mapping. This cause many customers to switch the brand.

Opportunities

The recent acquisition of EDS puts HP at a strong position in the computer market and makes it portfolio more impressive.

Hewlett-Packard was able to generate large number of revenues and profits from itsdifferent deals and raised more than six billion which it can use to pay off its debts aswell as invest in different research and development activities.

If the products by the company are supplied at reasonable prices, there will be morechances of growth as the demand would increase.

The company has formed Customer Solutions Group that helps in selling the complete

IT solutions, products and services by HP.

Threats

Operating in global market means many competitors and therefore, the company has tobe at the forefront of changing technologies as well as addressing the changing customer demands and needs.

The global economic recession is also a threat for the company’s sales and profits. The prices have also fallen as the stock markets are at historic low positions.

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• Saifi’s perceived as a maker of the best range of laptops by the people. A

majority of the respondents agreed that saifi makes the best range of laptop. The

people’s perception about saifi laptop’s performance is based on various factors

like quality, price and service provided. Also, since saifi is a market leader people

have a good perception about the brand.• Quality plays a very important role when customers form perceptions about a

brand. In the case of saifi laptops, a majority of people don’t look at saifi laptops

as having the best quality. Majority of people feel it has medium quality. This

could be because they feel its not as great as another brand, unsatisfied with the

performance, faced technical problem with the laptop etc.

CONCLUSION

saifi today is a technology company operating in more than 69 countries. This

phenomenal growth was achieved over the years with a lot of hard work,

determination, calculated risks and year after year of splendid performance.

In our survey we found that customers are satisfied and feel that saifi is a maker

of quality laptops. Such positive perceptions about saifi could not have been built

without the support and work of each and every employee of saifi. And with all

their efforts put together, saifi is helping explore how technology and services

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can help people and companies address their problems and challenges, and

realize their possibilities, aspirations and dreams. saifi applies new thinking and

ideas to create more simple, valuable and trusted experiences with technology,

continuously improving the way our customers live and work

saifi has become synonymous with Laptops and Personal Computers India today

and with the industry bound to grow more and more for the years to come, the

things only look brighter. Along with saifi, the opportunities and the space to

operate will be available to other manufacturers of laptops as well. Thus, there

are a lot of opportunities to harbor clean and healthy competition among the PC

Manufacturers.

THANKS

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