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 is

the only debt that is difficult to repay except through gratitude.

First and foremost I wish to express my profound gratitude to the

almighty, 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 this
assignment.

(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
 Scope of the Study
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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 Indians
who 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 software
can 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 make
necessary 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 a
small 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, who
bought 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 dimensions
and 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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If we describe about marketing channel of laptop we see how the costumer is
comfortable .if we use all the marketing channel than the cost of product is high to the
customer which will effect our product sale. we see the consumer perception toward the
laptop market. Consumer want good product with less price. So how we are using the
marketing channel are as follows to attract the customer;

1.DIRECT - MARKETING

Manufacturer to customer

In this case the manufacturer sells directly to customers. To capturing the

market share saifi laptop was using direct marketing because its customer
feel meadium range of product. Saifi provide a comfortable range for its
customer -

2.PRODUCER >RETAILER >CONSUMER

The remaining channels are indirect-marketing channels. In this case
producer send to retailer and to the consumer .

3. PRODUCER >WHOLESALER >RETAILER>CONSUMER

It is The most importance channel for the contains two intermediary levels
- a wholesaler and a retailer. A wholesaler typically buys and stores large
quantities of several producers goods and then breaks into the bulk
deliveries to supply retailers with smaller quantities. For small retailers
with limited order quantities, the use of wholesalers makes economic sense.
This arrangement tends to work best where the retail channel is fragmented.
When saifi laptop capture ½ share of laptops marketing than saifi laptop use
channel no.3

By using all the marketing channel saifi laptops is being success in the
market

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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, the
company became world’s biggest computer hardware and peripherals consort in the
world and has ranked 20th in the Fortune 500 list.

Hewlett Packard is operating in more than 170 countries including both developed as
well 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 on
consumers 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 its
competitiveness 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 in
different 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 its
different deals and raised more than six billion which it can use to pay off its debts as
well as invest in different research and development activities.

If the products by the company are supplied at reasonable prices, there will be more
chances 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 to
be 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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 Market analysis

Scope of the Study:

The aim of the study is to provide the Management of Hewlett Packard

India with the information which would help it understand the perceptions customers in
India have about the Laptops manufactured by Hewlett Packard, any negative
perception about their product, the reasons for such perceptions and recommendations
and suggestions to overcome these problems.

FINDINGS
• It is known that globally saifi leading brand in the PC and Laptop business having
a unassailable market share. The sales of saifi laptops are a whisker higher than
sony as on 2009. It is seen from the analysis that a majority of people are aware
of saifi’s range of laptop. This can be attributed the global presence of the brand,
availability across major cities in the country, product range and their quality
levels. Also as we saw from the survey, majority of people found the ads good
and around average. This also has led to better awareness of the brand in the
minds of the consumer.

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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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