COMPUTER HARDWARE INDUSTRY: BUSINESS MARKETING

GROUP- 4 ANIL KUMAR RV TANVIRAJ AJAY BS GUNASEKAR

Introduction
Indian economy in 2012-13 IT &ITes industry grew 16%( 100 billion USD revenue) Main chunk is contributed by software and remaining by hardware.

 A study on the commercial PC business market by Ramdas S, CRN says, "The market saw a negative dip of 1.5 percent compared to 2011 when the total commercial PC market was estimated at 5.9 million and is expected to slide further"

Restraining & driving forces

Slashing of IT budgets and corporations. The lack of need to update technology Increase in the other forms of devices like tablets and smart phones. Concept of BYOD

Driving forces
EMCs STPI 25 lakhs Employees in IT Computerization of industries

Segmentation
Macro Factors: Type of Customers: Start-ups in software, Financial Institutions and Educational Institutions Company Size: 10Cr to 100Cr Location: A1 cities Delhi, Mumbai, Chennai, Hyderabad, Kolkata and Ahmedabad; A cities- Pune, Bangalore, Kanpur and Vadodra Usage: Frequency of order based on the customers, recommend up gradation. Ticket Size -> Volume based.

Micro factors: Purchase intentions: New, Modified Re-buy and

purchase Payment criteria: 60% before delivery, 40% after delivery; by means of cheque or DD Price Range: 15,000INR to 55,000INR

Nested Segmentation- Benson Shapiro and Thomas V. Bonoma

 Demographics: Industry, Company size, Customer location Operating variables: Technology, User Status (Brand/ Product), Customer Capabilities Purchasing approach: Purchase Function Organization ( centralized/ decentralized), Purchase policies Situational factors: Urgency, order fulfillment Buyers personal characters: Buying center, people in charge of purchase, his personality, motivation, risk management (receptive or averse)

Lost Call Analysis

Regional Offices: Delhi, Mumbai, Bangalore and Kolkata Lost Call Form.docx Action Taken 1. Sales force training about the product, industry catering to and relationship management 2. Relationship plans and testing with existing clients 3. Quarterly meetings with lost but potential customers about technology trend 4. Periodic feedback from customers(existing and lost) on what they would want us to improve on

CUSTOMER RELATIONSHIP MANAGEMENT

Focus on key Stake Holders
Employees
Existing/Loyal Customers Potential Customers

Customers Suppliers Others(Government, Investors)

KEY ACCOUNT MANAGEMENT

Roles of communication:
Integration Information

Influencing
Image building Employee orientation

Steps in communication
1. Determine communication objective 2. Identify the target audience 3. Determine promotional budget 4. Developing message strategy 5. Selecting Media 6. Evaluate promotional results 7. Integrate promotional program

THANK YOU