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A SUMMER TRAINING PROJECT REPORT ON BRAND IMAGE A TRAINING REPORT SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION

SUBMITTED TO MISS. ANKITA SHARMA

SUBMITTED BY ATUL KUMAR ROLL NO.611012007

(2011- 13)

PREFACE
Let us begin this preface with a confession of a few of our own biases. First, we Believe that theory, and the models that flow from it, should provide us with the tools to Understand and solve problems. The test of a model or theory then should not be based upon its elegance but upon its usefulness in Brand Image. Second, there is little Objectives and methodology, in our view, that is new and revolutionary. The core Principles of methodology are common sense ones, and have changed little over Time. Thirdly we discussed about the conceptual discussion through the theoretical backdrop and the been running businesses for hundreds of years, and it would be exceedingly Presumptuous of us to believe that they were in the dark until the customers told them about Their satisfaction needs, and told them what to do. Fourthly we have represented the data Analysis graphically with the reference of Brand image. And at last we get some findings, problems, recommendations and their conclusions.

CERTIFICATE OF COMPLETION

This is certified that the final project report submitted in partial fulfilment of the requirement for the degree of MBA of Sri Sai University. The research work carried out by ATUL KUMAR Roll no. 611012007 under my guidance and supervision.

(PROJECT GUIDE) Miss. Ankita Sharma

ACKNOWLEDGEMENT

I present this project report on BRAND IMAGE of HCL with a sense of great pleasure and satisfaction. I, undersigned, with pleasure take this opportunity to thank all those related directly or indirectly in preparation of this project report. I started working on this project under the invaluable guidance of Honourable Miss Ankita Sharma for which we are very much thankful for his valued time given for the purpose. Without her co-operation our project work would have been difficult to complete.

ATUL KUMAR................. 611012007

TABLE OF CONTANT

SR. NO 1 2 3 4 5 6 7 8 9

CONTENT INTRODUCTION TO ORGANISATION INTRODUCTION TO THE TOPIC REVIEW OF LITRATURE OBJECTIVE OF STUDY RESEARCH METHDOLOGY DATA ANALYSIS AND INTRPRITATION LIMITATIONS FINDING & CONCLUSION RECOMMEDATIONS SUGESSIONS BIBLOGRAPHY & ANNEXTURE

PAGE NO. 6-20 21-26 27-28 29-31 32-34 35-47 48-50 51-53 54-59

CHAPTER -1

INTRODUCTION TO ORGAINISATION
HCL is a leading global Technology and IT enterprise whose range of services spans Product Engineering and Technology Development, Application Services, BPO Services, Infrastructure Services, IT Hardware, Systems Integration, and Distribution of Technology and Telecom products in India. The HCL Enterprise comprises two companies listed in India: HCL Technologies and HCL. HCL Technologies is the IT and BPO services arm focused on global markets, while HCL Is deals in the IT, Communication, Office Automation Products & System Integration arm focused on the Indian market. Today, HCL has 45,000 employees of diverse nationalities, operating across 35 countries including 360 service centres in India. HCL has global partnerships with several leading Fortune 1000 firms, including several IT and Technology majors. Shiv Nader is the founder of HCL. He founded HCL in 1976 in a Delhi "barsaati". In 1978, HCL developed the first indigenous micro-computer at the same time as Apple and 3 years before IBM's PC. In 1980, HCL introduced bit sliced, 16-bit processor based micro-computer. In 1983, HCL Indigenously developed architecture, at the same time as global IT peers. In 1986, HCL became the largest IT Company in India. In 1988, HCL introduced fine grained multi-processor Unix-3 years ahead of "Sun" and "HP". In 1991, HCL entered into a joint venture Hewlett Packard and HCL-Hewlett Packard Ltd. was formed. The joint developed multi-processor UNIX for HP and heralded HCL's entry into contract R&D. In 1997, HCL Info systems were formed. In the same year HCL ventured into software services. In 1999, HCL Technologies Ltd issued an IPO and became a public listed company. In 2001, HCL BPO was incorporated and HCL Info systems became the largest hardware company. In 2002, software businesses of HCL and HCL Technologies were merged. In 2005, HCL set up first Power PC architecture design centre outside of IBM.In the same year HCL launched sub Rs.10, 000 PC. In 2006, HCL s became the first company in India to launch the New Generation of High Performance Server Platforms Powered by Intel Dual - Core Xeon 5000 Processor. Today, HCL has a turnover of over US$7.2billion.

Major Achievements of HCL

Developed the first indigenous micro-computer in 1978. Indigenously developed an RDBMS, a Networking OS and Client Server architecture in 1983.

In 1986, HCL becomes the largest IT company in India. HCL introduced fine grained multi-processor Unix-3 years ahead of "Sun" and "HP".

Mission Statement of HCL We enable business trans formation and enrichment of lives by delivering sustainable World class technology Products, Solutions & Services in our chosen markets thereby creating Superior shareholder value.

Vision of HCL:A global corporation enriching lives and enabling business transformation for our Customers, with leadership in chosen technologies and markets. Be the first choice for employees and par toners, with commitment to sustainability.

Quality Policy of HCL:defect free products, services solutions We shall deliver and to meet the requirements of our external and internal customers the first time, every time.

Core Values of HCL: We shall uphold the dignity of the individuals. We shall honour all commitments. We shall be committed to quality, innovation and growth in every endeavour. We shall be responsible corporate citizens

EXECUTIVE MANAGEMENT TEAM OF HCL:-

AJAI CHOWDHRY Chairman & CEO (Chief Executive Officer, HCL). 1) J V RAMAMURTHY President and Chief Operating Officer, HCL. 2) SANDEEP KANWAR CFO (Chief Financial Officer) &EVP, HCL. 3) HARI BASKARAN He heads the Distribution and Marketing Services and EVP (Executive Vice President, Retail business division for HCL). 4) GEORGE PAUL He heads the Marketing Function along with HCL R&DEVP (Executive Vice President,). 5) RAJEEV ASIJA He heads the Enterprise Solutions & services of HCL).EVP (Executive Vice President , 6) RAJENDER KUMAR He heads the Corporate Initiatives including Quest for EVP (Executive Vice President, Excellence Program, and HCL). 7) M CHANDRASEKARAN He heads the office automation products business for Sr. VP (Senior Vice President, HCL).

Relationships and Partnership of HCL HCL star only believes in the power of relationships and partnership. Leveraging over three decades of experience in total technology solutions, its their commitment to help the partners to be as successful as possible. They provide partners to access HCLs innovative

technologies, marketing strategies and value added services. By working on every aspect of the ICT industry, HCL now have the experience to create world class products and services to help the par toners, so that they give the best to their customers.

Advantage HCL HCL's labs -Pioneers in design, development and building ICT products. India's largest Hardware, System Integration, Networking Solutions & Distribution Company. Partners with leading global players to provide the best of solutions to end users. The largest manufacturer of PCs and Laptops in India. Largest direct sales, digital lifestyle product distribution and retail network.HCL Info systems was presented with the Top Organization 2006 award decades of expert ties in technology solutions. The Most Responsive Company 2005 IT Hardware Category by the HCL received three Channels Choice 2007 awards for Relationship Consumer Award 2007. HCL was ranked among the top Fast

500 Asia Pacific 2006 program by Extensive service network that reach out to 4,000 towns.

HCL DIVIDED INTO TWO MAJOR PARTS:-

1. HCL Info systems Ltd. 2. HCL Technologies Ltd.

HCL Info systems HCL Info systems Ltd., a listed subsidiary of HCL, is an India-based hardware and systems integrator with a focus on emerging markets. It has a presence in 170 cities and 505 points of presence reaching 4000 towns throughout India and operations in emerging markets including South Asia, Middle East & Africa. It has a strong distribution network of 93,000 outlets in over 9,000 towns in India. Its manufacturing facilities are based in Chennai, Pondicherry and Uttrakhand. It is headquartered at NOIDA.

History of HCL Infosys HCL Info systems Ltd was founded in 1976. HCL Peripherals, a sub-unit founded in 1983, is a manufacturer of computer peripherals in India of Display Products, Thin Client solutions, Information and Interactive Kiosks and Networking products & Solutions. HCL Peripherals has two Manufacturing facilities, one in Pondicherry (Electronics) and the other in Chennai (Mechanical). The company has been given ISO:27001 certifications.HCL ERC (Enterprise Response Centre) was started to give support to customers, at Pondicherry, in 2007.

Timeline of HCL Info systems 1976: Hindustan Computers Limited (HCL) is born. 1977: Forms distribution alliance with Toshiba for copiers and notebooks. 1978: HCL successfully ships in-house designed Micro computer at the same time as Apple.1980: HCL introduces bit sliced, 16-bit processor based micro-computer. 1983: Indigenously develops an RDBMS, a Networking OS and client server architecture, at the same time as global peers. 1986: HCL becomes the largest IT Company in India. 1988: HCL introduces fine grained multi-processor Unix 3 years ahead of "Sun" and "HP".

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1990:

Dataquest

marks

HCL

No.1

among

top

ten

computer

giants.

1991: HCL-Hewlett Packard JV develops multi-processor Unix for HP and heralds HCL's entry into contract R&D.1994: Forges distribution alliances with Ericsson Switches and Nokiacellphones.1997: HCL's R&D spun-off as HCL Technologies - marks advent into softwareservices.1999: Initial Public Offering made by HCL Technologies Ltd. Formation of Global Board of Directors.2000: Large contracts won from Bankers Trust, KLA Tencor, Cisco , G Tech, NEC among others.2001: JV with Deutsche Bank. Acquires British Telecom's Apollo Contact Centre in Belfast, Northern Ireland.2002: Strong pursuit of nonlinear strategy to widen services portfolio several JVs and alliances formed; Software businesses of HCL Info systems and HCL technologies merged. 2003: HCL becomes the first company to cross the 100,000 unit milestone in the Indian Desktop PC market. 2004: An HCL Info system continues to be the largest manufacturer of PCs in India. 2005: JV with NEC, Japan; HCL sets up first Power PC architecture design centre outside IBM; 2006: HCL HCL Info Info systems systems tied up launches with Apple sub for Rs.10,000 iPod PC

distribution.

2007: HCL as an enterprise crosses the $4bn watermark; HCL commences production in its ISO 14001 and ISO 9001:2000 certified second manufacturing facility in Rudrapur, Uttaranchal. 2008: HCL unveils the future of personal computing unveils the next generation, ultra portable; sub Rs.14, 000/laptops for the first time in India.

2009: Nokia Corporation announces to set up a joint venture with HCL to sell mobile value added HCL-BSNL 2011: services to work directly on to National with consumers Broadband prestigious in India. program. Bhushan.

Penetration Padma

AjaiChowdary

conferred

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SEGMENTS HCL INFOSYSTEMS

The company operates under three primary segments namely Computer Systems and related products and services, Telecommunication & Office Automation and Internet and related services.

Computer Systems and related products and services: The segment operations comprise of manufacturing of computer hardware systems, providing comprehensive Systems Integration, Roll out and Infrastructure Management solutions in different industry verticals, providing IT services including maintenance & facility management and ICT training. The subsidiary HCL Infosys Pte Limited, Singapore and its step down subsidiary HCL Info systems MEA, Dubai along with its subsidiaries form part of the Computer Systems segment.

Telecommunication & Office Automation: The segment operations comprise of distribution of telecommunication and other digital lifestyle products, office automation products and related comprehensive maintenance and allied services. The subsidiary HCL security Limited and HCL Investment Pte Limited, with its joint venture Tec mart Telecom Distribution FZCO, Dubai, form part of Telecommunication & Office Automation segment.

Internet and Related Services: The segment provides Internet related services through the company's wholly owned subsidiary HCL Infinite Limited to business enterprises. The offerings include Internet access services, virtual private network and other connectivity services.

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AWARDS HCL INFOSYSTEMS

1. HCL Info systems are ranked #1 in IDC-Dataquest Customer Satisfaction Survey 2011. 2. DQ-IDC ranks the company #2 Domestic ICT Company. 3. The company regained the second spot for the Greenest companies as per the Greenpeace Survey - Guide to Greener Electronics, November 2011. 4. HCL Learning was awarded India Jury Choice Award for its Accelerate program in the Best Open and Distance Learning Practices in Higher Education category. 5. The company has been awarded with the CMM (Capability Maturity Model Integration) Maturity Level 5 certification for its Jaipur Development centre in 2011. 6. The companys Pondicherry plant won an award in the large scale category at the FICCI Quality System Excellence Awards 2011.

HCL TECHNOLOGIES
HCL Technologies Limited is a global IT services company headquartered in Noida, India. It is primarily engaged in providing a range of outsourcing services, business process outsourcing and infrastructure services. HCL Technologies is fourth largest IT Company in India and is ranked 48 in the global list of IT services providers. It is ranked 1868 in Forbes Global 2000.

History HCL Technologies

HCL Technologies is one of the two businesses both of them separately listed in India falling under the corporate umbrella of HCL Enterprise with combined annual 2011 revenues of US$ 6 billion. HCL Enterprise was founded in 1976 and is one of India's original IT garage start ups.HCL Technologies formed in 1991 when HCL's R&D business was spun off to focus on the growing IT services industry. They have decided to vast their features in Information Technology all over the world. During last 20 years, HCL has expanded its service portfolio in IT applications (custom applications for industry solutions and package implementation), IT infrastructure management, and business process outsourcing, while maintaining and extending in product engineering.

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SERVICES BY HCL TECHNOLOGIES

HCL provides services across the following business lines

Engineering and R&D Services (ERS) - offering services in Hardware, Embedded, Mechanical and Software Product Engineering.

Enterprise Transformation Services (ETS) - offering services in the areas of Independent Verification and Validation, Process Transformation, Data Management, Integration Services, Architecture Services, Disruptive Technology Services, IT Strategy, and Change Management.

Business Processing Outsourcing (BPO) - division of HCL Technologies Limited has delivery offices across India, UK and USA.

Enterprise Application Services (EAS) - focuses on areas like in ERP, SCM, CRM, HCM, EPM, BI and Middleware. This group is now part of HCL AXON, subsidiary of HCL Technologies, formed after HCL Tech acquired Axon Group plc for 440m cash offer in 2008.

IT Infrastructure Management Services (ISD) - Well known as HCL Comet Systems and Services is subdivision of HCL Technologies formed in 1999 offering services such as End User Computing, Data centre Transformation, Network Services, Information Security Services, Integrated Operations Management, Cross functional services, Mainframe and AS/400 and System Integration.ISD is considered to be a fastest growing line of business. .

Acquisitions and Joint Ventures of HCL Technologies The company acquired Capital stream, a US BFSI product company for US$40 million in February 2008. Capital streams Finance centre product is an addition to HCL's current product addressing the BFSI market - Penstock, the product that HCL launched in 2007. On 15 December 2008, HCLT acquired the UK based AXON Group for US$658 million, which was renamed HCL Axon.

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Type Industry Founded

Private IT Services 11 August 1976

Headquarters Noida, India Key people Revenue Employees Subsidiaries Website

Shiv Nadar (Founder&Chairman) US$ 7.2 billion (2012) 90,000 (2012) HCL HCL Info systems www.hcl.com Technologies

HCL is a global technology and IT Enterprise that operates in 31 countries. Its headquarters are in Noida, India. The company comprises two publicly listed companies, HCL Technologies and HCL Info systems. HCL was focused on addressing the IT hardware market in India for the first two decades of its existence with some activity in the global market.

PROBLEMS OF THE ORGANIZATION These are some of the problems resulting in customers switching to other brands Location/working time Wait for service Unresponsive Cut-throat competition Business obligations Lack of knowledge among customers about various Branding concepts. Lack of knowledge among customers about various benefits Less branches Not providing service at promised time

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COMPETITION INFORMATION

Established in 1997 Sahara Computers assembles and markets computers & peripherals through a global distribution network that covers established and emerging markets. The company is owned by Sahara Holdings, a fully BroadBased Black Economic Empowered entity, and is based in Johannesburg, South Africa. It is the official distributor and Original Equipment Manufacturer (OEM) for a variety of top international vendors. An accredited member of the Proudly South African campaign, the Sahara business network stretches across South Africa to include Cape Town, Durban & Port Elizabeth. The company has established a strong presence globally, with offices across EMEA, including Nairobi & Mombasa in Kenya and Botswana, Dubai, the U.K and China. Sahara Computers is currently the largest operation of its kind in Southern Africa. Owned by Sahara Holdings group, company boast an annual turnover over 1.4 billion Rand. Sahara Holdings strictly adheres to the principles of Broad-Based Economic Empowerment and established itself among the frontrunners of empowered organizations within the ICT sector when it confirmed its participation in an empowerment deal valued at R640 million in 2006. For the deal Sahara Holdings sold 27% of their shares to a newly established consortium represented by mining and mineral resource Group Mvelaphanda Holdings (Pty) Ltd. chaired by Tokyo Sewalle, and Afripalm Consortium, a local investment company chaired by Lazarus Zim.This venture signals a new era in the transference of the benefit and value associated with technology, through to communities and individuals. It also reinforces Saharas pledge to provide access to high quality, affordable communication technology and infrastructure. It is the competency and dynamic attribute of Sahara Computers that has won it the confidence of many major IT suppliers, representing key product and component ranges.

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DELL COMPUTER
Dell Inc. listens to customers and delivers innovative technology and services they trust and value. Uniquely enabled by its direct business model, Dell sells more systems globally than any computer company, placing it No. 25 on the Fortune 500. Dell's climb to market leadership is the result of a persistent focus on delivering the best possible customer experience by directly selling standards-based computing products and services. Revenue for the last four quarters totalled $57.9 billion and the company employs approximately 78,700 team members around the globe. Dell was founded in 1984 by Michael Dell, the longest-tenured executive to lead a company in the computer industry. The company is based on a simple concept: by selling computer systems directly to customers, Dell could best understand their needs and efficiently provide the most effective computing solutions to meet those needs. This direct business model eliminates retailers that add unnecessary time and cost, or can diminish Dell's understanding of customer expectations. The direct model allows the company to build every system to order and offer customers powerful, richly-configured systems at competitive prices. Dell also introduces the latest relevant technology much more quickly than companies with slow-moving, indirect distribution channels, turning over inventory in just five days on average. T H E DE L L E FFE C For more than 20 years, Dell has revolutionized the industry to make computing accessible to customers around the globe, including businesses, institutional organizations and individual consumers. Because of Dell's direct modeland the industry's response to itinformation technology is more powerful, easier to use and more affordable, giving customers the opportunity to take advantage of powerful new tools to improve their businesses and personal lives. Dell has demonstrated this effect time and again as it enters new, standardized product categories, such as network servers, workstations, mobility products, printers and other electronic accessories.

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COMPAQ COMPUTER Compaq Computer Corporation was an American personal computer company founded in 1982, and now a brand name of Packard. The company was formed by Rod Canyon, Jim Harris and Bill Murto former Texas Instruments senior managers. The name "COMPAQ" was derived from "Compatibility and Quality", as at its formation Compaq produced some of the first IBM PC compatible computers. Once the largest supplier of computing systems in the world, previously regarded as perhaps the most reputable manufacturer of mid-range hardware it existed as an independent corporation until 2002, when it merged with Hewlett-Packard. 1980s Company was founded in February 1982 by Rod Canion, Jim Harris and Bill Murto, three senior managers from semiconductor manufacturer Texas Instruments. Each invested $1,000 to form the company. Their first venture capital came from Ben Rosen and Seven-Rosen partners. Like many small startups with unique beginnings, the original Compaq PC was first sketched out on a placemat by the founders while dining in a local Houston restaurant, House of Pies. In November 1982 Compaq announced their first product, the Compaq Portable, a portable compatible personal. It was released in March 1983 at $2995, considerably more affordable than competitors at the time. The Compaq Portable was one of the progenitors of today's laptop. It was the second IBM PC compatible, being capable of running all software that would run on an IBM PC.

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DESKPRO
On June 28th 1984 Compaq Released the Compaq Deskpro, a 16-bit desktop computer using an Intel 8086 microprocessor running at 7.14MHz. It was considerably faster than an IBM PC and was, like the Compaq Portable, also capable of running IBM software. This was the first of the Compaq Deskpro line of computers.

DESKPRO 286
In 1985, Compaq released the Compaq Deskpro 286, a 16-bit desktop computer using an Intel 80286 microprocessor running at 8 MHz and capable of supporting up to 7 MB of RAM. It cost $2000 for the 40-MB hard disk model. It was considerably faster than an IBM PC AT which ran at 6MHz at that time and was, like the Compaq Portable, also capable of running IBM software.

DESKPRO 386
When in 1986 Compaq introduced the first PC based on Intel's new 80386 microprocessor, the Compaq Deskpro 386[1], they began a period of increasing performance leadership over IBM, who were not yet using this processor. An IBM machine eventually reached the market seven months later, but by that time Compaq was the 386 supplier of choice and IBM had lost its image of technical leadership .SYSTEM PRO This technical leadership and the rivalry with IBM was emphasized when the System pro server was launched in late 1989 - this was a true server product with standard support for a second CPU and RAID, but also the first product to feature the EISA bus which was designed in reaction to IBM's MCA (Micro Channel).

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1990S
At the same time as they began to dominate the server market, in the early 1990s Compaq entered the retail computer market with the Presario, and was one of the first manufacturers in the mid-1990s to market a sub-$1000 PC. In order to maintain the prices it wanted, Compaq became the first first-tier computer manufacturer to utilize CPUs from AMD and Cyrix. The price war resulting from Compaq's actions ultimately drove numerous competitors, most notably IBM and Packard Bell, from this market.

KEY PARTNERSHIPS

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S.W.O.T ANALYSIS OF THE ORGANIZATION STRENGTH

SUPPORT OF VARIOUS PROMOTERS HIGH LEVEL OF SERVICES KNOWLEDGE OF INDIAN MARKETCOST ADVANTAGE MANAY PRODUCTS IN PRODUCT LINE

WEAKNESS
LESS PROMOTIONAL COMPAIG

OPPORTUNITIES
GROWING INDIAN BRAND IMAGE R&D SKILLS IN NEW AREAS IN THE GLOBAL MARKET INCREASING COMPETITION

THREATS
FROM VARIOUS COMPETITORS ENTRY IN MNCs.IBM,COMPAQ GIVING DIRECT COMPETITION NEW OR SUBSTITUTE PRODUCT

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INTRODUCTION TO TOPIC
WHAT IS BRAND IMAGE Basic Definition: - Brand image is the current view of the customers about a brand. It can be defined as a unique brand of associations with in the main of target customers. It signifies what the brand presently stands for. It is a set of beliefs held out a specific brand. Brand image is the overall impression in consumers mind that is formed from all sources. WHAT ARE BRAND A brand is a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. Brand began as a way to tell one person's cattle from another by means of a hot iron stamp. A modern example of a brand is Coca Cola which belongs to the Coca-Cola Company. HISTORY The word "brand" is derived from the Old Norse brand meaning "to burn." It refers to the practice of producers burning their mark (or brand) onto their products. The oldest generic Brand, which is in continuous use in India, since Vedic period, 900010000 years ago, is known as 'Chyawanprash'. It is widely used in India and many other countries and is an herbal paste of 45 herbs made for revered Rishi named Chyawan. This brand was developed at Dhosi Hill in North India, on an extinct Volcanic Hill. CONCEPT Proper branding can result in higher sales of not only one product, but on other products associated with that brand. For example, if a customer loves Pillsbury biscuits and trusts the brand, he or she is more likely to try other products offered by the company such as chocolate chip cookies. Brand is the personality that identifies a product, service or company (name, term, sign,

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symbol, or design, or combination of them) and how it relates to key constituencies: customers, staff, partners, investors etc. BRAND AWARENESS Brand awareness refers to customers' ability to recall and recognize the brand under different conditions and link to the brand name, logo, and jingles and so on to certain associations in memory. It consists of both brand recognition and brand recall. It helps the customers to understand to which product or service category the particular brand belongs and what products and services are sold under the brand name. It also ensures that customers know which of their needs are satisfied by the brand through its products (Keller). Brand awareness is of critical importance since customers will not consider your brand if they are not aware of it. BRAND ELEMENTS Brands typically are made up of various elements. Name: The word or words used to identify a company, product, service, or concept. Logo: The visual trademark that identifies the brand. Tagline or Catchphrase: "The Quicker Picker Upper" is associated with Bounty paper towels. "Can you hear me now" is an important part of the Verizon brand. Graphics: The dynamic ribbon is a trademarked part of Coca-Cola's brand. Shapes: The distinctive shapes of the Coca-Cola bottle and of the Volkswagen Beetle are trademarked elements of those brands. Colours: Owens-Corning is the only brand of fibreglass S insulation that can be pink. Sounds: A unique tune or set of notes can denote a brand. NBC's chimes are a famous example.

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Scents: The rose-jasmine-musk scent of Chanel No. 5 is trademarked. Tastes: Kentucky Fried Chicken has trademarked its special recipe of eleven herbs and spices for fried chicken. Movements: Lamborghini has trademarked the upward motion of its car door.

GLOBAL BRAND
A global brand is one which is perceived to reflect the same set of values around the world. Global brands transcend their origins and create strong enduring relationships with consumers across countries and cultures. They are brands sold in international markets. Examples of global brands include Face book, Apple, Pepsi, McDonald's, Master card, Gap, Sony, Nike and Adidas. These brands are used to sell the same product across multiple markets and could be considered successful to the extent that the associated products are easily recognizable by the diverse set of consumers.

BENEFITS OF GLOBAL BRANDING

In addition to taking advantage of the outstanding growth opportunities, the following drives the increasing interest in taking brands global: Economies of scale (production and distribution) Lower marketing costs Laying the groundwork for future extensions worldwide Maintaining consistent brand imagery

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GLOBAL BRAND VARIABLES The following elements may differ from country to country Products and services Product names Product features Positioning

BRAND NAME Relationship between trademarks and brand

The brand name is quite often used interchangeably with "brand", although it is more correctly used to specifically denote written or spoken linguistic elements of any product. In this context a "brand name" constitutes a type of trademark, if the brand name exclusively identifies the brand owner as the commercial source of products or services. A brand owner may seek to protect proprietary rights in relation to a brand name through trademark registration and such trademarks are called "Registered Trademarks". Advertising spokespersons have also become part of some brands, for example: Mr.Whipple of Charmin toilet tissue and Tony the Tiger of Kellogg's Frosted Flakes.

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BRAND IDENTITY The outward expression of a brand including its name, trademark, communications, and visual appearance is brand identity. Because the identity is assembled by the brand owner, it reflects how the owner wants the consumer to perceive the brand and by extension the branded company, organization, product or service. This is in contrast to the brand image, which is a customer's mental picture of a brand. The brand owner will seek to bridge the gap between the brand image and the brand identity. BRAND TRUST Brand trust is the intrinsic 'believability' that any entity evokes. In the commercial world, the intangible aspect of Brand trust impacts the behaviour and performance of its business stakeholders in many intriguing ways. It creates the foundation of a strong brand connect with all stakeholders, converting simple awareness to strong commitment. This, in turn, metamorphoses normal people who have an indirect or direct stake in the organization into devoted ambassadors, leading to concomitant advantages like easier acceptability of brand extensions, perception of premium, and acceptance of temporary quality deficiencies. BRAND PARITY Brand parity is the perception of the customers that some brands are equivalent. [20] This means that shoppers will purchase within a group of accepted brands rather than choosing one specific brand. When brand parity is present, quality is often not a major concern because consumers believe that only minor quality differences exist. NO BRAND BRANDING Recently a number of companies have successfully pursued "no-brand" strategies by creating packaging that imitates generic brand simplicity. Examples include the Japanese company Muji, which means "No label" in English (from "MujirushiRyohin" literally, "No brand quality goods"), and the Florida company No-Ad Sunscreen. Although there is a distinct Muji brand, Muji products are not branded. This no-brand strategy means that little is spent on advertisement or classical marketing and Muji's success is attributed to the word-of-mouth, a simple shopping experience and the anti-brand movement."No brand" branding may be

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construed as a type of branding as the product is made conspicuous through the absence of a brand name. "Tapa Amarilla" or "Yellow Cap" in Venezuela during the 1980s is another good example of no-brand strategy. It was simply recognized by the colour of the cap of this cleaning products company.

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CHAPTER 2

REVIEW OF LITERATURE

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LITERATURE REVIEW Doing training was really an opportunity before me when I could convert my theoretical knowledge into practical and of real world type. Fortunately, the company I got is a true follower of the various principles of management and also one of the leading companies in its segment of the industry. The working environment that I was being provided was 28extraordinary and helped me a lot in delivering my work properly and with full potency of mine. HCL Info systems Ltd is one of the renowned names in the Software and Hardware sector of computer industry. The graph of sales of these respective product lines is the best in the industry as compared to their competitors. I did my summer training project at HCL Info system Ltd. Pune, where I found all the professionals are very much committed to their work as well as they were all professionals enough. This helped me a lot in getting a good deal of exposure. As I had to consult the Channel partners, I felt myself, in the beginning, in a bit problem. But the cooperation of my superiors at the work induced confidence in me to deal with my problems whenever they came.

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CHAPTER 3

NEED SCOPE & OBJECTIVE

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SIGNIFICANCE OF THEPROJECT The project report helps to know the views of customers with brand of HCL. The HCL would get to know its underlying areas and the ways to improve. The HCL comes to know about their weaknesses and strengths, also in which departments they need to improve their services towards customers through the survey method conducted in different regions as their feedback. The survey conducted also advertised the services provided by the HCL. It also enhances the satisfaction level of their customers that the HCL is conscious of their opinion. The project helps the HCL to know about strategies of the rival and helps to compete with them and also helps to know about its public image. OBJECTIVE The first objective of this project is to know the satisfaction level of the customers with brand image. The other objective is to provide brand image the suggestion and opinions given by its customers to improve the facilities for customers. The next objective is to analyze from which the customers are getting more satisfaction and which features is not very significant from a customers point of view. The last objective is to know that what are the changes that a customer would like to do in the existing feature. This project also suggests the ways to improve the status of the brand, to know the problems faced by the organization, competition faced by the organization and to know its market position.

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SCOPE
The main aim of the study is the customer satisfaction with reference of brand. Each and every project study along with its certain objectives also has scope for future. And this scope in future gives to new researches a new need to research a new project with a new scope. Scope of the study not only consist one or two future business plan but sometime it also gives idea about a new business which becomes much more profitable for the researches then the older one. Scope of the study could give the projected scenario for a new successful strategy with a proper implementation plan. The other scope the project gives to the HCL are It enhances the satisfaction level of the customers. Helps in capturing more market and customers with better services. Lower the cost without compromising with quality. Increased level of growth. All these benefits are offered to the HCL at no cost and pain to its managers.

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CHAPTER-4

RESEARCH METHODLOGY

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RESEARCH METHODLOGY There are various methods from where the data can be collected. Data can be collected from: Primary source: Data for which the researcher designs the survey instrument (questionnaire), administers the survey, collects the data, and enters the data into a database are considered primary data. Secondary source: Data that are used by someone other than the person who collected them are referred to as secondary data. SAMPLING TECHNIQUES:

Population - total group of respondents that the researcher wants to study. Populations are too costly and time consuming to study in entirely. Sample - selecting and surveying respondents (research participants) from the population. Probability sample: a probability sample is one that gives every member of the population a known chance of being selected. Simple random sample: anyone Stratified sample: different group (ages) Cluster sample: different areas (cities) All are selected randomly. Non-probability sample: a non-probability sample is an arbitrary grouping that limits the use of some statistical tests. It is not selected randomly. convenience sample: readily available quota sample: maintain representation

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In this project, sample size, sample unit, type of sampling and type of scaling technique taken are as follows:-

Sample Size 50 Type of Sampling- Random Sampling Data Sources are:Primary Sources: Questionnaire Secondary sources: books, journals, internet sites.

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CHAPTER 5

DATA ANALYSIS & INTERPRETATION

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Q1. What type of computers do you use? a.) Branded b.) Assembled

Branded Assembled

35 15

Types of Desktops

use
0% Assembled 30% 0%

Branded 70%

It was observed that almost 70% of the people use branded computers or other gadgets for their business purpose. Hence it can be concluded that more people want branded products as they are not ready to compromise with the quality and services being provided.

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Q2. Which combination of branded computers do you use in your organization? a.) HP b.) HCL c.) DELL d.) Others

Brand used HP HCL DELL Others

Total Nos. 6 11 13 20

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Brand of Computer

%Sales
HP HCL DELL OTHER

12% 40% 22%

26%

This observation showed that HCL is among the top used brands. Major part under the piechart goes to HCL. So HCL should continue making efforts to attract new market and sustain the existing market. Q3 which brand of laptop is used by your organization? a.) HCL b.) HP c.) Dell d.) Others

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Laptops brand HCL HP Dell Others

Total Nos. 11 17 12 10

20%

22% HCL HP

24% 34%

DELL OTHERS

Observation showed that HP was the major brand used in laptops. Various other brands like Dell and Samsung etc. are also used. HCL has also a good market share

Q4. How do you maintain your IT equipments? a.) Self b.) Through IT companies

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Prefer Self Through IT company

Total no. 15 35

Pie chart of maintenance of equipments

0% 0% 30%

Self 70% Through IT company

According to above graphical data interpretation, it has been observed and seen that more than 70% companies have maintain their IT equipments through IT companies.

Q5. What do you think about HCL products? a.) OK b.) Good c.) Satisfactory

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d.) Outstanding e.) Not tried yet

Reaction about HCL products OK Good Satisfactory Outstanding Not tried yet

Total Nos. 3 11 18 8 10

Thinking about HCL

20%

6% 22% OK

16%

GOOD SATISFACTORY OUTSTANDING 36% NOT TRIED YET

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Above graph shows that the maximum user are satisfied with the products and services provided by HCL. Very few have not tried yet HCL on a business scale, but most of them have an experience with HCL.

Q6. Do you want to know more about HCL products? a.) Yes b.) No

Want to knowledge about HCL Yes No

Total Nos. 38 12

% as awareness about HCL product

0% 0% 24%

YES NO 76%

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From the above graph it shows that the most of the people are interested in knowing more about the brand and want to take it in the futures

Q7. Do you require demo for any product of HCL? a.) Yes b.) No

Criteria

Total no. of Companies

Interested in demo Not interested in demo

15 35

% require demo for HCL product

0% 0% 30%

Interested in demo 70% Not interested

This graph shows that almost 30% of the sample was interested in demo.

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Q8. Do you want to buy any product? (Commercial proposal) a.) Yes b.) No c.) Not yet decided

Commercial proposal Yes No Not yet decided

Total Nos. 5 20 25

% as customer response

0% 10%

50% 40%

yes NO Not yet decided

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It is clear from the above graph that almost a huge chunk of companies either dont want or they have not planned for any commercial proposal

Q.9 what is your perception about HCL brand?

a.) OK d.) Outstanding

b.) Good

c.) Satisfactory

e.) Not tried yet

Reaction about HCL products OK Good Satisfactory Outstanding Not tried yet

Total Nos. 3 11 18 8 10

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20%

6% 22% OK

16%

GOOD SATISFACTORY OUTSTANDING 36% NOT TRIED YET

Above graph shows that the maximum user are satisfied with the products and services provided by HCL. Very few have not tried yet HCL on a business scale, but most of them have an experience with HCL. Q10 Does brand name effect on your buying behaviour?

SAMPLE SIZE TOTAL CONSUMER 50

RESPONSES OPTIONS YES 38%

/ NO 12%

40% 35% 30% 25% 20% 15% 10% 5% 0% YES RESPONSES / OPTIONS NO

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Analysis:-Fig. A shows the behaviour of consumer towards the brand. 38% customer says the brand name affects the buying behaviour and only 12% customer says that brand does not effect on their buying behaviour. By the analysis higher respondents like the branded products but few respondents does not like the branded products.

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CHAPTER 6

CONCLUSION FINDING & LIMITITATION

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CONCLUSION With the emerge trend of globalization and privatization the look of Indian economy has taken new dimensions. There are more possibilities of inward and outward souring at capital, labour and technology. Indian export and job opportunity has tremendously increased. This new look of economy has raised the demand for better Brand facilities for corporate and there staff member. There is great opportunity to established long-term relationship with bulk of people. HCL is one of these finical institutes, which has given new vision to these offers. To undergo this study our main objective was to study the level of satisfaction of the customers with HCL. It was found that the most of customer appreciate the service provided by the bank and more keen to know about other offering of the company. At last we concluded the study on the basis of finding and analysis of the survey. Most of the existing customers were satisfied with the facilities provided by the HCL. Beside it account holders are also interested to know more about the other products .But the lack of qualified marketing executive sales persons, the proper presentation is not going. And finally we could say that: HCL has developed manifold in short period of time due to facilities and services provided to their customer and this growth rate can be keep it up if they start to go in other country. In last couple of years they have opened new many branches and they should open many more.

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FINDINGS
The project is based on the topic Brand image of HCL. In contrast with the topic, to check the satisfaction level of its customers; a questionnaire about the different services provided by the HCL was prepared. The account holders of HCL Company were requested to fill the questionnaire by 10 members of the group who randomly selected them from different areas across Chandigarh. This survey conducted in different regions is truly authentic and justified. The suggestions of the customers are very valuable for the success of an organisation. Especially for a HCL, its customers play a significant role in its progress. There is a lot of scope in the private sector as each and every individual must have his/her account at some or the other company. So a company has to value its customers suggestions, if it wants to progress. This shows the importance of the survey conducted from the customers of HCL for the HC L.

LIMITATIONS
Some of the basic limitations faced during the research are listed below: Only limited number of authorized, companies was covered in the study. Companies that were contacted through telephone at times did not give correct solution. The IT manager or the person heading the IT Department did not have the rights to give the authorized official information to people other than the members of the official itself and the high officials. At times there was a problem of non response from the companies and other authorized and unauthorized areas which affected the result of the project.

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Chapter 7

RECOMMENDACTION & SUGGESSIONS

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SUGGESTION

Company executive should visit organization on just in time basis. The company should come up with the schemes for any organization in which product and services is provided with some discount in term of companys material as like collect 20 empty packages system of take 1 free. Developing Customer relationship management as a technique to support organizational performance improvement in improving customer retention. Customer satisfaction and customer value. There is a need to complete customer centric business processing whereby all business processes and all individuals are focused on identifying and meeting the needs of customers. It needed to develop a customer-centric innovation process that could be used by the entire organization. A customer-centric six sigma is should be archived new directions in quality management.

RECOMMENDATIONS
On the basis of finding and analyzing the research recommended Following suggestion: New and different product should be launched to attract more customers Response given by some customers should be taken care of and steps should be taken on the same. More interactive meeting at top level or events should be arranged so more customers could come in contact. More branch in state should be opened so that more people can have the service Customer service should be improved. There is need to recruit the more qualified persons on the post of field officer who are made more liable and responsible commitment and clearly defined the

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product offer. On this post competitor company recruit the management trainee and pay a good scale and incentive, so for the qualitative services A HCL Company also follow the same To eliminate the dissatisfaction of customer community and product demand are send to the customer in proper time period. To eliminate the dissatisfaction proper workshop and awareness programs like campaigning are helpful and held on the client. Any organization that wants to prosper should invite the suggestions of its customers and to some extent, introduce the changes which are necessary from the customers point of view. In short; 1. Number of Branches should be increased covering a wider area in various states. 2. A wide publicity to be given about the organization and its products through various means of communications to keep growth moments.

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Chapter 8

BIBLIOGRAPHY

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BIBLIOGRAPHY
BOOK Marketing Management (By-Philip Kotler, A.Koshy, M. Johan) Market Research (By-J.C Beri) Consumer behaviour (by-Suja Nair)

MAGAZINES / JOURNALS / NEWSPAPERS Business World Business Today The Financial Express The Times of India WEBSITES www.hcl.in www.indiainfoline.com www.google.co.in www.hp.com www.saharacomputer.com www.acer.com www.dell.coM www.ibm.com www.hclinfosystem.in

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ANNEXTURE

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ANNEXTURE

QUESTIONNAIRE

Name Address Contact No.

____________________________________ ____________________________________ ____________________________________

Q1. What type of computers do you use? a.) Branded b.) Assembled Q2. Which combination of branded computers do you use in your organization? a.) HP b.) HCL c.) DELL d.) Others Q3 which brand of laptop is used by your organization? a.) HCL b.) HP c.) Dell d.) Others

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Q4. How do you maintain your IT equipments? a.) Self b.) Through IT companies

Q5. What do you think about HCL products? a.) OK b.) Good c.) Satisfactory d.) Outstanding e.) Not tried yet

Q6. Do you want to know more about HCL products? a.) Yes b.) No Q7. Do you require demo for any product of HCL? a.) Yes b.) No Q8. Do you want to buy any product? (Commercial proposal) a.) Yes b.) No c.) Not yet decided

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Q.9 what is your perception about HCL brand?

a.) OK d.) Outstanding

b.) Good

c.) Satisfactory

e.) Not tried yet

Q10 Does brand name effect on your buying behaviour? A) Yes B) No Q 11 Your suggestion?

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