Comparative Analysis of Brand Preference of H.

P invent with five Major Players in Delhi Region A Study Report Submitted in partial fulfillment of the requirements for the Award of degree of Master of Business Administration

2009 2011

Submitted by: Nishtha Gupta

Guided by: Mr. Pankaj Saini

(Internal Guide)

BHARATI VIDYAPEETH DEEMED UNIVERSITY SCHOOL OF DISTANCE EDUCATION Academic Study Centre - BVIMR, New Delhi an ISO 9001:2008 Certified Institute NAAC Accredited Grade A University
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STUDENT UNDERTAKING

This is to certify that I NISHTHA GUPTA had completed the Project titled

A Study on

comparative analysis of brand preference of H.P invent with five major players in Delhi region in H.P invent under the guidance of Mr. Pankaj Saini in the partial fulfillment of the requirement for the award of degree of MBA from Bharati Vidyapeeth Deemed University, SDE, Academic Study Center BVIMR, New Delhi. This is an original piece of work and I had neither copied nor submitted it earlier elsewhere.

Student Name: NISHTHA GUPTA Course: MBA -4TH SEM (I.B)

ACKNOWLEDGEMENT

The successful completion of my Organization research project is due to the immense help and guidance provide by various people. I would like to express my heartiest gratitude towards MR. PANKAJ SAINI who helped me in providing help where ever I needed. It is only because of him that I have completed my research project successfully and on time. He also helped me in discovering my areas of interests and providing me with the right topic. Once again I thank everyone who helped me in my project.

Name & signature of the student

PREFACE
Decision making is a fundamental part of the research process. Decisions regarding that what you want to do, how you want to do, what tools and techniques must be used for the successful completion of the project. In fact it is the researchers efficiency as a decision maker that makes study project fruitful for those who concern to the area of study. Basically when we are playing with computer in every part of life, I used it in my project not for the ease of my but for the ease of result explanation to those who will read this study project. The study project presents the role of brand preferences in life of persons. I had toiled to achieve the goals desired. Being a neophyte in this highly competitive world of business, I had come across several difficulties to make the objectives a reality. I am presenting this hand carved efforts in black and white. If anywhere something is found not in tandem to the theme then you are welcome with your valuable suggestions.

Name & signature of the student

TABLE OF CONTENTS

TOPIC
CHAPTER 1 INTRODUCTION
1.1 INTRODUCTION 1.2 COMPANY PROFILE 1.3 MARKETING STRATEGY 1.4 MARKETING TIPS OF H.P. 1.5 HPS EFFECT ON PEOPLES LIFE 1.6 PRODUCT PROFILE 1.7 SOME OTHER SERVICES OF H.P.

PAGE NO

8 10 14 23 26 30 46

CHAPTER 2 RESEARCH METHODOLOGY 2.1 RESARCH METHODOLOGY 2.2 OBJECTIVE OF THE PROJECT CHAPTER 3 CONCEPTUAL DISCUSSION
3.1 BRIEF HISTORY 3.2 FUTURE PROJECT

48 51

53 58 5

3.3 VISION 3.4 SOLUTION AND CHALLENGES 3.5 BRAND PREFRENCE

61 63 65

CHAPETR 4

DATA ANALYSIS
4.1 ANALYSIS AND INETRPRETATION OF DATA

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CHAPTER 5 CONCLUSIONS AND SUGGESTIONS 5.1 CONCLUSIONS 5.2 SUGGESTIONS 90 91

APPENDICES

93

BIBILIOGRAPHY

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CHAPTER 1 INTRODUCTION

INTRODUCTION
IT is forging ahead in the country and a wave of optimism continues to wash the industry current market scenarios present a perfect opportunity for IT industry. The Indian IT industry has been competing till now on its ability to reverse engineer the products, that are produced by international companies offer years of research to sale them at cheaper prices however the India IT companies have to develop their capacity in basic research to produce original molecules. Compton established in 1993, is a strong teaming of 45 IT professionals and prosperity for its customers. To make lives smoother with latest break through in technology, enabling our customers to perform day to day jobs with speed and spending time saved on more important aspects of business or life. Compton is premium business partner for HP-Compaq and main focus as been to bring new technologies to Homes and Offices. HP Premium Business Partner is a rare status in HP. We have successfully finished several turnkey projects encompassing hardware, software and training on complete solutions. Our main product line is PCs, Laptops, Palmtops, Projectors, Printers, Scanners, Laser printer, Plotter, All in ones, TFT screens, Digital Solutions, PC Maintenance, Networking, Intranet solutions. Compton specializes in bringing complete IT solutions to our customers. Let our customer be a mid size corporate, or a SOHO user or a home user we try to go beyond customers expectations. Our service backup facility and well trained team is our main strength. 8

Compton as a team thrives to reach out to our customers through our distribution channel. We wish to take our services globally with unwavering commitment to customer satisfaction. We wish to move forward with strong base of values, values that keep interest of our internal and external customers first without compromise.

COMPANY PROFILE
Production & Financial Status:
In 1988, Bryce introduced the 10K, the world's first address printer to incorporate HP inkjet technology. Today, Bryce has produced and sold more HP-based inkjet address printers than any other company in the world. "HP was the clear choice for Bryce back then, and continues to be the clear choice for Bryce to this day," says Thomas A. Herrmann, Bryce president and CEO. "HP inkjet technology enables us to provide customers with the highest print quality, and the HP inkjet cartridges are reliable, easy to use and readily available." Bryce now offers 16 different address printers that utilize HP inkjet technology, with print capabilities from 2,500 to 25,000 addresses per hour at up to 600 dpi. Bryce also manufactures the only full-color address printer on the market. Along with professional mail houses, Fortune 500 companies, and colleges and universities, Bryce address printers are used throughout local, state and federal governments. Tom Herrmann says his ongoing partnership with HP has been instrumental in Bryce's continued success, adding, "The use of HP inkjet technology in Bryce products really represents a win-win situation." For Bryce in particular, Herrmann maintains, "HP technology has definitely made us more successful. And working with Hewlett-Packard reduces product development time significantly by providing access to advanced HP technologies that are either difficult to reverse engineer or are patent-protected."

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HP Production Unit
Personal Systems Group
Personal Systems Group (PSG) revenue grew 8% year-over-year to $6.4 billion, with unit shipments up 14%. On a year-over-year basis, desktop revenue decreased 3% and notebook revenue grew 21%. Revenue for commercial clients, which includes workstations, grew 6% over the prior-year period, while revenue in consumer clients grew 8%. PSG reported an operating profit of $163 million, or 2.6% of revenue, up from a profit of $23 million in the prior-year period.

Imaging and Printing Group

Imaging and Printing Group (IPG) posted quarterly revenue of $5.9 billion, up 5% year-over-year. On a year-over-year basis, consumer hardware revenue increased 1%, with unit shipments up 8%. Commercial hardware revenue grew 5%, with unit shipments up 12%. Color laser unit shipments increased 31% year-over-year and multi-function printer (MFP) shipments increased 67%, reflecting continued momentum in key growth initiatives. Supplies revenue grew 6%. Operating profit was $771 million, or 13.0% of revenue, down from a profit of $836 million in the prior-year period.

Enterprise Storage and Servers

Enterprise Storage and Servers (ESS) reported revenue of $4.0 billion, up 20% over the prior-year period. On a year-over-year basis, industry-standard server revenue increased 28%, business-critical systems (BCS) revenue grew 7% and networked storage revenue grew 15%. Within BCS, revenue in HP Integrity servers grew 113% year-over-year and HP-UX revenue grew 8%. ESS reported an operating profit of $150 million, or 3.8% of revenue, up from a loss of $211 million in the prior-year period.

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HP Services
HP Services (HPS) revenue grew 10% year-over-year to $3.8 billion. On a year-over-year basis, Managed Services revenue grew 21%, Technology Services grew 7% and Consulting and Integration grew 12%. Operating profit was $256 million, or 6.7% of revenue, down from a profit of $314 million in the prior-year period.

Software
Software reported quarterly revenue of $249 million, an increase of 11% year-over-year, with revenue in HP Open View and HP Open Call increasing 13% and 5%, respectively. Software reported an operating loss of $40 million, compared with a loss of $48 million in the prior-year period.

Financial Services
HP Financial Services (HPFS) reported revenue of $489 million, essentially flat year-over-year. Finance volume, a leading indicator of future revenue, grew 4% over the prior-year period, and net portfolio assets grew 1 percent to $6.9 billion. Operating profit was $58 million, or 11.9% of revenue, up from a profit of $42 million in the prior-year period.

Asset management
Inventory ended the quarter at $6.6 billion, up $180 million sequentially and down $101 million year-over-year. Accounts receivable decreased $502 million sequentially and increased $299 million over the prior-year period to $8.8 billion. HP's dividend payment of $0.08 per share in the third quarter resulted in cash usage of $231 million. In addition, HP utilized $860 million of cash during the third quarter to repurchase stock. HP exited the quarter with $14.6 billion in gross cash, which 12

includes cash and cash equivalents of $14.4 billion and short- and certain long-term investments of $117 million.

Outlook
HP estimates Q4 FY05 revenue will be in the range of $22.4 billion to $22.8 billion, with nonGAAP earnings per share in the range of $0.44 to $0.47. This excludes after-tax costs of approximately $0.03 per share from amortization of purchased intangible assets, and approximately $900 million, or $0.22 per share in workforce reduction costs. It also excludes a one-time credit of approximately $200 million, or $0.05 per share, related to benefit plan changes.

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MARKETING STRATEGY:
HP Corporate Marketing:
HP is a company unlike any other. They serve everyone from consumers to small and mid-sized businesses to enterprises to public sector customers with an extensive portfolio of market-leading solutions specifically designed to meet the needs of each customer segment. They focus on helping people apply technology in meaningful ways to their businesses, personal lives and communities. Their annual R&D investment of nearly $4 billion fuels the invention of products, solutions and new technologies, to serve customers better and enter new markets. They produce an average of 11 patents a day worldwide. In addition to the R&D and innovation in their product and services groups, HP Labs provides a central research function for the company focused on inventing new technologies to improve the customers lives, change markets, and create business opportunities. Source: Technology Business Research, Inc., October 26, 2004 Millions of people around the world use HP technology every day. They are the largest consumer IT company, the worlds largest SMB IT company and a leading enterprise IT company. For more than 100 million cell phone subscribers, it is HP software that identifies them when they turn on their phones and allows them to place calls. HP powers 100 of the worlds stock and commodity exchanges, including the New York Stock exchange and 14 of the worlds largest trading markets. In response to customer needs and the changing market conditions, they have built a portfolio unequaled in the industry. HP technology now ranges from consumer handheld devices all the way to some of the worlds largest and most powerful supercomputer installations. Their strategy is to offer products, services and solutions that are high tech, low cost and deliver the best customer experience. No other company has the portfolio, people and expertise to deliver on all three. They have a dynamic, powerful team of 150,000 employees doing business in more than 170 countries. Revenues reached $79.9 billion for the fiscal year that ended October 31, 2004 HP have corporate headquarters in Palo Alto, California. 14

HP has a significant presence in all markets we serve

Consumer Our consumer business has leadership in handhelds, notebooks, printers and cameras focused on delivering simple, rewarding experiences to hundreds of millions of customers. Small and medium business Working with local reseller partners, HP serves business customers worldwide to provide specialized expertise, a complete portfolio of products, solutions, and services, and a simplified ownership experience. They have market-leading positions in datacenter and office computing, and the imaging and printing market. Enterprise The enterprise segment draws from HPs full portfolio of products, services and solutions. We collaborate with large customers to build an Adaptive Enterprise helping them achieve more simplicity, agility and value across their organization. We are No.1 or No. 2 in all three serverbased operating environments, and we hold top positions in enterprise storage and IT services management. Public sector, health & education With more than 60 years of experience serving the technology needs of the public sector, HP brings the full breadth of its portfolio and alliances to help governments, educators, healthcare providers and others working in the public interest to lower their costs, increase efficiencies and serve their citizens, businesses and other government agencies better.

Their Key Words Doing well by doing good

As proud as we are of our capabilities, we are equally proud of our people, our standards and values, and our deep commitment to global citizenship. Since our first year in business in 1939, HP has given back to communities 15

Through philanthropic donations of money, equipment and time.While the scale and reach of our business have changed in 66 years, our commitment to communities hasnt. The challenge is to continue to shape the impact of Corporations as a constructive force, using our heritage and our actions as tools for doing so Today, we employ new models of engagement and new business and technology solutions to help more people around the globe to Participate in the world economy via information technology.

HP and TIBCO Software Announce Multi-year Agreement to Develop Marketing Strategies & Products for Service Providers and Telecoms
Hewlett-Packard Company and TIBCO Software Inc. announced an agreement to jointly develop products, solutions and marketing strategies for the service provider and telecommunications markets. Through a three-year collaboration agreement, the companies plan to support high-volume online transactions and to enhance the performance, reliability and advanced middleware needs of global customers. The alliance will leverage HP Open View management solutions to integrate TIBCO Software's real-time e-business infrastructure software with the HP Net action Internet operating environment to help customers implement reliable, secure, scalable and manageable e-business solutions. TIBCO's integration, B2B and XML solutions enable customers' disparate applications to interact in real time. In addition to the collaboration that will use HP's process management technology and application development toolset, the HP Middleware Division will lead HP's joint development activities using standards such as J2EE and XML technologies that will complement the current TIBCO products, providing a development pathway for future jointly developed products and services. "This agreement is an important step in HP's software strategy," said Bill Russell, vice president, HP Software Solutions Organization. "TIBCO is a leader in business integration software

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and this agreement builds on HP and TIBCO's shared vision of the evolution of e-business technologies, our joint development plans and our collaborative market strategies." "The old model of business was standalone, but today's model is collaborative," said Vivek Ranadiv, chairman and CEO, TIBCO Software. "This agreement shows the commitment of TIBCO and HP to bring industry-leading solutions to the telecommunications marketplace." In addition to the joint development work, HP Consulting will recommend TIBCO as a preferred integration solution vendor for the service provider and telecommunications markets. HP and TIBCO are currently working together with joint customers, and jointly developed software products are expected to be available to the marketplace within one year. TIBCO Software Inc. is a leading provider of total business integration solutions delivering infrastructure software that enables companies to seamlessly integrate business systems in real time. TIBCO's products enable the real-time distribution of information through patented technology called The Information Bus, or TIB. TIBCO technology was first used to digitize Wall Street and has since been adopted in diverse industries including financial services, telecommunications, electronic commerce, transportation, logistics, manufacturing and energy. TIBCO's global customer base includes more than 1,000 customers such as Cisco Systems, Yahoo!, Ariba, NEC, Enron, Sun Microsystems, GE Capital, Philips, AT&T, Pirelli and AOL/Netscape. Headquartered in Palo Alto, Calif Hewlett-Packard Company -- a leading global provider of computing and imaging solutions and services -- is focused on making technology and its benefits accessible to individuals and businesses through simple appliances, useful e-services and solutions for an Internet infrastructure that's always on. HP had total revenue from continuing operations of $48.8 billion in its 2000 fiscal year. Information about HP and its products can be found on the World Wide Web. TIBCO, The Information Bus and TIB are trademarks or registered trademarks of TIBCO Software Inc. 17

Legal Notice Regarding Forward-Looking Statements: This release contains forward-looking statements regarding TIBCO's business, customers, markets served or other factors including the performance of TIBCO's strategic partner, the continuation of this relationship, and the ability of products to meet customers' expectations, needs, or perform as described that may affect future earnings or financial results. TIBCO's actual results could differ in such forward-looking statements. Reasons for why actual results could differ materially include if the relationship does not continue, or the products are unable to successfully meet customers' expectations, needs, or perform as described. Additional information concerning factors that could cause TIBCO's actual results to differ materially from those contained in the forward-looking statements can be found in TIBCO Software's filings with the Securities and Exchange Commission (SEC), including but not limited to its most recent reports on Forms 10-Q and 10-K filed with the SEC on Oct. 13, 2000, and Feb. 25, 2000, respectively, which identify important risk factors that could cause actual results to differ from those contained in the forward-looking statements including limited independent operating history, history of losses, unpredictability of future revenue, dependence on a limited number of customers, relationship with Reuters Group PLC, rapid technological and market changes, risks associated with infrastructure software and volatility of stock price. Copies of filings made with the SEC are available through the SEC's electronic data gather analysis and retrieval system (EDGAR) at www.sec.gov. TIBCO assumes no obligation to update the forward-looking statements included in this document. This news release contains forward-looking statements that involve risks and uncertainties, as well as assumptions that, if they never materialize or prove incorrect, could cause the results of HP and its consolidated subsidiaries to differ materially from those expressed or implied by such forward-looking statements. All statements other than statements of historical fact are statements that could be deemed forward-looking statements, including any projections of earnings, revenues, or other financial items; any statements of the plans, strategies, and objectives of management for future operations; any statements concerning proposed new products, services, or developments; any statements regarding future economic conditions or performance; statements of belief and any statement of assumptions underlying any of the foregoing. The risks, uncertainties and assumptions referred to above include the ability of HP to retain and motivate key employees; the timely development, production and acceptance of products and services and their feature sets; the 18

challenge of managing asset levels, including inventory; the flow of products into third-party distribution channels; the difficulty of keeping expense growth at modest levels while increasing revenues; and other risks that are described from time to time in HP's Securities and Exchange Commission reports, including but not limited to the annual report on Form 10-K for the year ended Oct. 31, 2000, and subsequently filed reports. HP does not intend to update these forward-looking statements. As Vice President of OS Marketing for the Industry Standard Server Group at HP, Rick Becker leads the alignment of marketing strategies and programs with HP's leading strategic OS partners to drive HP server sales. His Industry Standard Server Group is responsible for the market-leading ProLiant server business, which offers the best in open source Linux solutions on industry. Previously, as the Director of Strategic Relationships for HP, Server Products Division, Becker led strategic marketing, strategic planning and post merger integration projects for HP's highly successful server business. Before joining Compaq, now the new HP, in 1994, Becker was Director, Corporate Strategy at Novell. During his seven years at Novell, Becker held a variety of management assignments in corporate strategy and business development. Becker earned a Bachelor of Science degree in Computer Science from University of North Texas. HP would like to be able to provide information to everyone who seeks it, but unfortunately we're limited by both business and legal restrictions about what we can disclose. In addition, time constraints prevent HP executives, managers or any other HP employees from granting interviews to members of the public and from participating in academic surveys, either oral or written.

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Types of information that cannot be made available to people outside of HP include:

Nonpublic product details:- We cannot reveal internal details regarding existing, new or Financial:- HP cannot disclose nonpublic consolidated financial information, production and

proposed products or processes. Public product information is available online.

overhead costs, profit margins, bids, sales forecasts, sales and order volumes prior to quarterly release, budgets, quotas and targets, information on a particular product's sales, orders or projections. Marketing: HP does not disclose product-introduction plans and dates; short- and longterm market strategy or customer lists; sales, marketing and pricing plans; information about market share, market strategy or marketing plans other than what has been publicly discussed in press releases or otherwise publicized. We do not make HP promotional items available.

Research and development:- HP cannot reveal technical and performance specifications, lab Manufacturing:- We do not reveal vendor names/relationships, manufacturing-operations data,

notebooks, product plans, projects in progress, project problems or product code names

production and inventory levels, future plans and sites, material cost or product failure rates, or process strategies.

Personnel data:- Aside from information on executive salaries that is available in HP's 10K

filing, HP does not reveal personnel data such as compensation information, ranking and job descriptions, names and titles of employees below the functional-manager level or departmental organization charts. Training manuals, employee handbooks, internal communications or evaluation forms are also not available to the public. There are over 8 million businesses in the United States alone, with each one trying to stand-out from the crowd and grow their market share. Here to help you with that daunting task is HP Balu Doraisamy, who is a Managing Director, HP India, Marketing small business marketing system. Balu will be providing tips, tricks and guidance to help you improve your business, your relationships with your customers (and prospects) and ultimately your bottom-line. It may not be that glamorous but one of the best ways to differentiate your business is to show your clients and prospects checklists.

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See, lots of folks talk about quality, speed and accuracy but few really deliver it. If you could offer your prospects proof that you not only deliver the goods you have a 10 point system that guarantees it, well, I think your business would be the obvious choice. Almost every business has checklists (even mental ones) that they go through to ensure the job gets done right, the order gets packaged right or the service is delivered on time. Few however, take the time to document those systems in the form of a checklist and fewer still think to use those checklists as marketing tools. What if you produced a document that read: Our 10 point white glove inspection guarantees that your car will be spotless - and then proceeded to list all 10 steps. How about your web site optimization process, your financial investment risk analysis, your safety process, your service punch list there is no end to the creative ways you can approach this. People love top 10 lists and checklists because they take something that is often complicated or boring and turn it into something that is simple and even entertaining. Few things are sold without a prospect reading a written word or two. Business owners often ask me what they should be looking for in marketing assistant and I always say - find someone who can write. Now, let me back up and tell that what I really mean. Find someone who will write. Many people claim that they are not good writers and my take is that they simply don't write. In order to become a good writer, in order to use writing as a marketing skill you must write. You can always have someone edit what you write, but it's the act of writing that starts the marketing ball rolling. (I know my editor friends out there wish I would take that editing advice.) Here's what I have found. Writing creates ideas. It's rarely the other way around. Many times I have no idea what I am going to write, but once I start, ideas just happen. What comes about is often far greater than anything I could have simply thought and then transferred to paper or screen. 21

Writing will help you have something to say. The more you write, the better you will sell. Writing will help you listen more actively. Write speeches, write notes, write essays unrelated to your business. Okay, write sales letters, write web pages, and write white papers. Just, write first, and then see what you had to say I know that you know business marketing is not about sitting around in board rooms discussing branding strategies...it's about selling something to someone. When it comes right down to it if you can't write an ad or letter that makes people want to buy what you have to sell (even if that's just an appointment) then you are sunk.

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Some Marketing Tips OF HP

Have a specific call to action - Many small business ads and sales materials don't really tell you what they want you to do. They stop just short of leading you. Take your reader by the hand and tell them exactly what you want them to do next. Call for more information, download a free report, and attend a seminar. Make it easy to respond - In this day and age that means: 800 #, fax, email, website, mobile, voice mail, credit cards, and check by fax. Don't give your readers and clients a reason to say no. Sometimes it doesn't take much. Repetition - Don't assume that every reader will read your entire marketing pitch. Some will scan. Repeat your benefits, say them in different ways, use examples to illustrate them. Longer is often better - It doesn't mean you need to ramble but, in order for someone to get the real picture you are trying to draw for them, including testimonials, examples, benefits, and buying options, you must provide them with enough content to do the job. Don't make the mistake of believing no one will read a letter that is more than one page. If your headline is compelling and your copy sings, they will follow to the end and then you will have them. End with the beginning again - Restate what you have to offer, wrap up what you want them to do, and retell them how they are going to benefit by doing it now. Put your biggest point or even your offer in a PS. A great sales letter should make a promise- draw a picture, prove its claims, and push the prospect into a buying decision. (Think 4 P's - Promise, Picture, Prove, Push) Use Powerful Headlines - Some of you might think I've beaten this one to death...but fewer than 2 out of 10 people will read your letter if you don't have a good headline...you can't sell anything if they don't read the offer.

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Write Like You Speak - English scholars will find this advice abhorrent, (sorry!) but a sales letter or ad is simply selling in print, so sell like you sell. Many writers lose their way when they attempt to use feckless language. Pepper your reader with benefits- Tell them what's in it for them. It doesn't really matter that you have a 100% on time policy unless you make them realize that means they won't have to waste their time waiting on you. Use testimonials - Getting testimonials to use in your marketing materials can be some work but its well worth it. People love to read that someone just like them thinks your company is great or that your service provided them with a very specific benefit. A great way to put your referral marketing on autopilot is to send small little postcards every other month or so. Describe is some detail a problem a client had...then of course describe the brilliant solution you provided...and send them out to your clients, friends, contacts, and other network folks. The key to this tactic is that you also ask them to forward this card to anyone they know who might have a similar challenge. If you do this routinely you will be amazed at the results. I have found that Marketing with Postcards is a great source for countless ways to use this little tool in your marketing. At least go download the free chapters that he gives away.

Innovative leaders in marketing.The Idaho State Lottery serves a diverse group of layers segmented on types of games played and frequency of play. The Lottery uses the hp/indigo digital print solution to customize newsletters and direct mail pieces to their premier customers. We have been using the hp/Indigo solution for customizing and personalizing the direct mail pieces that go to our Lottery V.I.P. Club members. This form of customized marketing has been very successful for the Lottery. It allows us to specialize messages to our top, most active players. It is a win for us! The Idaho State Lottery is a state run agency that is showing leadership in marketing. The Lottery implemented a customer driven strategy that uses personalized customized marketing materials to 24

increase customer awareness of their programs and promotions and created a personal touch with their most highly valued customers. There is no doubt about it, personalized marketing gives a company.

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HPs Effect on Peoples Life

In Buenos Aires, a teacher worries about a teens poor test score, knowing the student normally exhibits a keen interest and clear aptitude in science. In New York, university officials wonder how to meet the needs of three widely dispersed campuses amidst shrinking staff budgets. In an Iowa community college, professors say administrative tasks are cutting into teaching time. In London, homework time impacts family time as a parent watches a child struggle, clearly in need of more personal attention in a crowded math class. Around the world, schools, community colleges and universities are striving to increase the quality and efficiency of education to make it a highly personalized and relevant experience for students. Thats why HP is working with schools and colleges to help transform education providing better access to information and resources for students, teachers, faculty, parents and the community at large. Today, web-based learning portals are key to delivering this type of "equal opportunity" access across the hall, across the campus or even across the country. As students, parents, teachers and faculty demand access anywhere and anytime, learning portals provide a gateway a unified place to access resources from instructional tools, content and student records to assessment and reporting capabilities Solution highlights Part of the HP Managed Learning Solutions portfolio; HP Managed Learning Gateway Solutions include learning portals, collaboration portals, virtual learning environments and virtual classrooms that help to raise the standard of education for students, parents, Imagine how a learning portal could change the lives of the teachers, administrators, students and parents above With online access to lesson plans, test results, and attendance records, the science professor sees the student was absent when a key concept was introduced. Working with the student after school, the

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teacher fills the learning gap, sends both student and parent training materials to reinforce the lesson and the student "aces" the make-up test. As the universitys teacher to student ratio falls, the professors at each campus tap into a web portal to collaborate over course content and new ideas, leveraging each others work. At the community college, a portal provides instructors with access to productivity tools that free them to focus less on administrative tasks and more on teaching. As parents and students access a personalized web portal with enhanced security features to view the days lesson online, together they can find that x = y. The child also works collaboratively online with other students building a strong learning network. All this takes an integrated, agile learning portal solution a gateway that connects people to insightful information and to each other. HPs Managed Learning Gateway Solution combines HP technology, solutions and services with proven solutions from third-party providers to build this gateway helping you to raise the standard of education for all. Solution highlights Part of the HP Managed Learning Solutions portfolio, HP Managed Learning Gateway Solutions include learning portals, collaboration portals, virtual learning environments and virtual classrooms that help to raise the standard of education for students, parents, teachers, administrators and governments in many countries throughout the world. Why HP for Education? Sixty years of experience in serving the public sector Proven track record in implementing solutions at all levels of education A broad, deep portfolio for complete solutions Standards-based technology with proven multi-vendor integration experience Fully supported solutions Strategic relationships and certified professional expertise in leading

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More on Customer Satisfaction During the few days I've been blogging my blog has generated interesting reactions both inside and outside of HP, including a few articles published in IT trade publications, from the thousands of page views that have taken place. During the past few weeks I've also received inputs from two customers who wrote to express disappointment with their interaction with HP when either purchasing or securing service on a personal computer Our services organization, across the Enterprise and Small & Medium businesses, addresses millions of service interactions annually. As noted in a previous blog, HP service professionals take pride in their work and try to successfully resolve every customer's issue and meet their expectations. Like every large service organization, however we do not achieve perfection. We do however monitor how we stack up against our competition and typically find we're among the most successful service providers in the industry. For example, a recent survey from consumeraffairs.com referenced in a story showed the percent breakdown of complaints received regarding PC vendors as

DELL - 58% Gateway - 15% E-Machines - 8% Apple - 7% HP - 5% Sony - 3% Toshiba - 2%

Its worth noting that the rate of complaints received would be expected to be highest for the higher market share vendors. Given that DELL and HP have similar market shares we were pleased to see HP had one of the lowest rates of complaints among all vendors, regardless of sales volume. We will continue to monitor external reports like this and our own survey results to get the feedback we need to deliver the highest levels of customer satisfaction possible. I am very impressed with HP's corporate blogging policy. I was just telling my friend how blogging is impacting corporate communications. 28

I was one of the two dissatisfied customers whom Dan mentioned that wrote a comment on his previous blog (It's really no surprise), and I have three points today: Point one, I would like to apologize as it was never meant for public consumption, but for HP's eyes only. But since it's for everyone to see, I thought it's just appropriate for me to write a follow-up note. Point two, I do need to make myself clear, my daughter and I are happy with the HP product we got, but support wise, it's another story, until I talked to Jeff today. Jeff Tigard (a customer advocate from HP) gave me a call, and listened to my story. He was very friendly and professional, and apologized on my negative customer experience. After the call, he completely reverted my negative outlook of HP support, and in fact, made my day! :-) Point three: Sometimes, it takes one person to make a customer dislike a company, and it takes another person (most of the time - more) to make it 'all right' again. Being in the service industry almost all of my life, call center are the forefront for making things happen putting the right support people can make your center a 'customer retention center' versus a 'cost center' of a 'firefighting

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PRODUCT PROFILE
HP Servers:HP Pro-Liant servers

HP Integrity Non Stop Servers

HP Integrity Non Stop Servers

HP 9000 servers

HP Alpha Server systems 30

Telco and carrier-grade servers

HP e3000 servers

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HP LASER JET PRINTERS HOME AND OFFICE PRINTERS

HP LaserJet Pro P1102w Printer(BLACK AND WHITE)

Wireless networking Speeds of up to 19 pages per minute Quiet, ultra-compact design Ultra energy efficient

HP LaserJet P2035 Printer Fast printing at up to 30 pages/min First page out in as little time as 8 seconds (from ready mode) USB and parallel connectivity

32

HP LaserJet Pro CP1025nw Color Printer Print up to 17 pages/min black, up to 4 color Wired networking, Built in wireless networking, Small, space-saving design

HP LaserJet Pro M1217nfw MFP Printer Printing and copying at speeds up to 19 pages/min Advanced printing, copying, scanning, and faxing with one machine Built-in 802.11b/g/n wireless networking First page out in as little time as 8.5 seconds from power-saving mode 50-sheet automatic document feeder

33

HP LaserJet Pro CP1525nw Color e-Printer

Image-rich documents in as little time as 12 pages/minute black, 8 color Ethernet, Wi-Fi HP ePrint for printing from a mobile device Stylish, compact design

HP Officejet 6000 Printer Fast, network-ready printing Professional color documents for lowest cost per page vs. in-class inkjets Cuts energy use by up to 40% compared with lasers

34

HP Officejet 4500 Wireless All-in-One Printer Print, scan, copy and fax with one convenient device Speeds up to 28 pages/minute black, 22 color High-quality color graphics and photos, laser quality text Wireless connectivity

HP Deskjet 1000 Printer Print speeds up to 16 pages/min black, 12 color## 60-sheet fold-up input tray, 25-sheet output tray Created from 30% recycled plastic

35

HP Deskjet 3050 All-in-One

Prints, scans, and copies Print speeds up to 20 pages/min black, 16 color## 60-sheet fold-up input tray, 25-sheet output tray Wireless connectivity Created from 35% recycled plastic

HP Photosmart e-All-in-One Printer - D110a Easy wireless setup Prints up to 29 pages/min in black, 23 in color 2.36" color display with TouchSmart frame Printing from mobile devices via HP ePrint

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HP Photosmart Plus e-All-in-One Printer - B210a

Prints, scans, copies, Web Print speeds up to 32 pages/min black, 30 color## Built-in wireless 802.1 1b/g/n 3.45" color touch display Printing from mobile devices via HP ePrint

HP Photosmart Premium Fax e-All-in-One Printer - C410a

Prints, scans, copies, faxes, Web Prints at speeds up to 34 pages/min black, 32 color## 50-page automatic feeder faxes, scans, copies multiple pages Easy two-sided printing 2.4" color display Printing from mobile devices via HP ePrint

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HP LAPTOPS FOR HOME AND OFFICE:-

Compaq Presario CQ56Z series

For everyday tasks, this 15" laptop delivers classic style and great features at an affordable, budget friendly price.Genuine Windows 7 Home Premium 64-bit AMD V-Series(TM) Processor for Notebook PCs V140 (2.3GHz, 512KB L2 Cache) 2GB DDR3 System Memory (2 Dimm) FREE Upgrade to 320GB 5400RPM Hard Drive 802.11b/g/n WLAN Up to 4.0 hours battery life (6 cell)+++

HP G62m series A laptop that won't break the bank. This 15.6" system is great for both casual use and/or your everyday tasks. Available in Blue color.Genuine Windows 7 Home Premium 64-bit Intel(R) Celeron(R) Processor 900 (2.20 GHZ, 800MHz FSB, 1M Cache) FREE Upgrade to 3GB DDR3 System Memory (2 Dimm) FREE Upgrade to 320GB 5400RPM Hard Drive 802.11b/g/n WLAN Up to 5.5 hours of battery life (6 cell)+++ 38

HP Pavilion g6t series A popular everyday laptop in new design with our most requested display size (15" diagonal). Powered by Intel dual-core processors, includes webcam. Available in charcoal, pewter, blue, purple, or rose (exclusive)Genuine Windows 7 Home Premium 64-bit Intel(R) Pentium(R) Dual Core Processor P6200 (2.13 GHz, 3MB L3 Cache) FREE Upgrade to 4GB DDR3 System Memory (2 Dimm) FREE Upgrade to 320GB 5400RPM Hard Drive HP Webcam with Integrated Digital Microphone 802.11b/g/n WLAN Up to 4.25 hours of battery life (6 cell)+++

HP Pavilion g4t series: Small (14" diagonal) ultraportable in new design. Powered by Intel dual-core and optional core processors. Includes webcam. Available in charcoal, pewter, red or pink (exclusive)Genuine Windows 7 Home Premium 64-bit Intel(R) Pentium(R) Dual Core Processor P6200 (2.13 GHz, 3MB L3 Cache) FREE Upgrade to 4GB DDR3 System Memory (2 Dimm) FREE Upgrade to 320GB 5400RPM Hard Drive 39

HP Webcam with Integrated Digital Microphone 802.11b/g/n WLAN Up to 4.25 hours of battery life (6 cell)+++

HPS DESKTOP:-

HP Omni 200t series Efficient space-saving All-in-One PC with Intel dual-core processor, integrated Full HD display and wireless LANGenuine Windows 7 Home Premium 64-bit Intel(R) Pentium(R) Dual-Core processor E5400 [2.7GHz, 2MB L2, 800MHz FSB] FREE UPGRADE! 4GB DDR3-800MHz SODIMM [2 DIMMs] from 3GB FREE UPGRADE! 750GB 7200 rpm SATA 3Gb/s hard drive from 500GB Wireless-N LAN card

40

HP TouchSmart 610z series Multi-touch All-in-One PC with AMD quad core processor, integrated full HD display, integrated webcam, wireless LAN,, and BluetoothGenuine Windows 7 Home Premium 64bit AMD Athlon(TM) X4 610e quad-core processor [2.4GHz, 2MB L2, up to 4000MT/s bus] 4GB DDR3-1066MHz SODIMM [2 DIMMs] FREE UPGRADE! 750GB 7200 rpm SATA 3Gb/s hard drive from 500GB Integrated graphics - ATI Radeon HD 4270 Wireless-N LAN card High-performance 2.0 speakers, line out, Beats(TM) audio

HP Omni 100z series Simple striking clutter free design. All-in-One PC with AMD Athalon, processor,integrated HD display,and wireless LANGenuine Windows 7 Home Premium 64-bit AMD Athlon(TM) II 170u processor [2.0GHz, 1MB L2, up to 3200MT/s bus] 2GB DDR3-1066MHz SODIMM [1 DIMM] FREE UPGRADE! 500GB 7200 rpm SATA 3Gb/s hard drive from 320GB 41

 HP BATTERIES FOR LAPTOP:-

HP 3-cell Primary Battery for Mini 1000 Series (HA03)

Compatibility: HP Mini 1000; Compaq Mini 700

HP 6-cell Battery for HP dm1-3000 Series (GB06) Compatibility: HP dm1-3000 series

HP 6-cell Battery for HP Mini 210-2000 Series (ED06) Compatibility: HP Mini 210-2000 series

HP 6-cell Battery for dm3-3000 Series (MN06) Compatibility: HP Pavilion dm3-3000 series 42

Electronics & Accessories

HP MOUSES FOR DESKTOP

HP Wireless Mobile Mouse by Vivienne Tam

Wireless mouse in Vivienne Tam's "Butterfly Lovers" design Matches HP Mini 210 Vivienne Tam Edition

HP Laser Mobile Mouse High performance, affordable price

43

HP Wireless Optical Mouse, black

Reliable performance, affordable price

HP Wireless Optical Mouse, iceberry Style, comfort, convenience

HP ADAPTOR,S FOR PC

HP 135W AC Adapter

Compatibility: HP Pavilion zd7000, zv5000 / zx5000, Compaq Presario R3000

44

HP Mini 40W AC Adapter Compatible series: HP Mini 1000, 110-1000, 110-3000, 210-1000, 210-2000, 210-3000; Compaq Mini 700, 110-1000, CQ10-100, CQ10-200, CQ10-300, CQ10-400

HP 90W Slim Power Adapter

Charges notebook and USB device via integrated USB charging port with one power outlet ENERGY STAR compliant Compatibility: Envy 14-1000; HP 430, 630, 2000-100, 2000-200, 2000-300, G32, G42, G50, G56, G60, G61, G62, G70, G71, G72; HDX 16; HP Mini 311-1000; HP Pavilion dm1-1000, dm1-2000, dm1-3000, dm3-1000, dm3-2000, dm3-3000, dm4-1000, dv2-1000, dv3000, dv3500, dv3-1000, dv3-2000, dv3-4000, dv4-1000, dv4-2000, dv4-3000, dv4-4000, dv5-1000, dv5-2000, dv5-3000, g41000, g6-1000, g7-1000, tm2-1000, tm2-2000, tx1000, tx2000, tx2500, tx2; Compaq Presario CQ32, CQ35, CQ42, CQ43, CQ45, CQ56, CQ57, CQ60, CQ61, CQ62, CQ70, CQ71, CQ72, CQ430, CQ630

45

Some other Services of H.P.

Applied research: Experimental "game" helps Ford save time, money Experimental economists at HP Labs have helped the company improve revenue forecasting and design new incentive programs for retailers, and they've explored such questions as pricing contracts and currency fluctuations. But they aren't keeping their expertise to themselves: They've also worked with partners like Ford Motor Co. Riding the peaks: Market-based systems help manage demand A reservations system allows people to pay up front to keep a resource (say an airline ticket, or computing power in a data center) available to them at some point in the future. The price they pay to hold that resource for peak times is less than if they bought it at the time they actually needed it. Protecting privacy : Building in safeguards for personal data With security breaches and online fraud on the rise, consumers, businesses and government organizations are growing more concerned about protecting individuals' privacy. A team at HP Labs is working on tools to make it easier for businesses to do just that. HP huge among patents for the tiny HP's patent portfolio for micro- and nano-electronics has been named the strongest in the U.S. According to an independent survey

46

CHAPTER 3 RESEARCH MERHODOLGY

47

RESEARCH METHODOLOGY
The section includes the overall research design, the sampling procedure, the data collection method, the field method, and analysis and procedure.

Research design:For this research project exploratory method is used .In exploratory method new things are find out from the given topic.

Data collection method:The data collect for the research can be classified as primary data and secondary data.

Primary data: - The data collected for first time is known as primary data. It is done by the customers of HP INVENT and making them fill up the questionnaire.

METHOD OF FILLINF UP THE QUESTIONNAIRE THROUGH: Face to face Telephone and Internet

Secondary data:secondary data.

The data which has been already collected by someone is known as

48

SOURCES THROUGH WHICH SECONDARY DATA IS COLLECTED: Newspaper Books and Internet etc.

SAMPLE SIZE:Sample size of the data is 100.

All the data which is collected for the study project is based on both primary and secondary method of data collection.

49

Research Proposal Justification:-

The basic need for buying a Printer is primarily Saving Time and printing quality. This need should be addressed in any correspondence with the customer in the companys promotional activities. The later part of the report also checks the believability aspect of each correspondence with the customer and this prediction is further concentrated in that part. The HP customers seem to have gone by the general trend and share the same values.

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Objective of the Project

Main Objective:To find out the attributes that enhance the customer value by providing better service to them and know how to motivate the people towards IT. The Project required carrying out the comparative study of Prices across Brands and Models also to carry out another comparative study of Margins of Dealers and Wholesalers. This would be done by finding out the Market Operating Price at which they are making deals and the volume of discounts offered by them. Then apart form studying the dealers a study of consumer buying behavior was also required for the specific brands. This was done by making comparative study of HP along with other brands, in terms of consumer preference. Also dealers perspective about the brand is also to be considered along with this the effect of prices on brand preference of the all models. In the research we also tried to study consumer behavior for all the brands and also the dealers perception about the market of Home PCs, Laptop, Printers, PSC, Scanner, and TFT. For this Segmentation, Targeting and Positioning of Various brands on: recall, believability, association, final purchase.

Other Objective: To know the brand recall by customers. To know the reason why people prefer HP (Hewlett-Packard) brand . To increase the sales volume . To give the customer satisfaction and also get the references from them. To know which factor is important for customer before buying any IT product. To illicit suggestion for better positioning for hp product 51

CHAPTER 3 CONCEPTUAL DISCUSSION

52

BRIEF HISTORY
HP ORGANISATION:

H.P. came in to existence in 1939. As HP grows, Bill Hewlett and Dave Packard create a management style that forms the basis of HP's famously open corporate culture and influences how scores of later technology companies will do business. Dave practices a management technique eventually dubbed "management by walking around" which is marked by personal involvement, good listening skills and the recognition that "everyone in an organization wants to do a good job." As managers, Bill and Dave run the company according to the principle later called management by objective communicating overall objectives clearly and giving employees the flexibility to work toward those goals in ways that they determine are best for their own areas of responsibility. HP becomes a publicly traded company. Its initial public offering is held November 6, 1957 for $16 per share. All employees at all levels with six months of service receive an automatic stock grant and become eligible for a stock option program. Dave Packard practices "management walking around" by

HP begins manufacturing in its first building in the Stanford Industrial Park, Palo Alto. The move to the site at 1501 Page Mill Rd. is completed in 1960, when it becomes HP's corporate headquarters. Situated on a 50 acre hilltop, the new site supports the company HP's new headquarters philosophy that people require attractive and pleasant surroundings to attain maximum job satisfaction and to perform to the best of their abilities. The air-conditioned buildings are situated to provide views of lower San Francisco Bay and 53

to receive maximum natural light. The site includes a landscaped patio, horseshoe pits, volleyball and badminton courts, and a large cafeteria, all for the use of employees.

HP continues its tradition of innovation with the introduction of a new array of computing products. Foremost among them is the HP-35, the first scientific handheld calculator, which ushers in a new era of portable, powerful computing. HP continues to look for new opportunities around the globe, laying the groundwork for an eventual joint venture with China over the course of several trips by HP representatives to that country. The HP-35, the world's scientific handheld calculator first

The decade is marked by significant growth in earnings and employment, with HP passing the $1 billion mark in sales in 1976. The company will pass the $2 billion mark three years later in 1979. Toward the end of the decade, Bill Hewlett and Dave Packard delegate day-to-day operating management of the company to John Young.

HP becomes a major player in the computer industry in the 1980s with a full range of computers, from desktop machines to portables to powerful minicomputers. HP also links computers with its electronic instruments and medical and analytical products, making them faster and more powerful. HP-150 Touchscreen

and HP LaserJet

HP makes its entry into the printer market with the launch of inkjet printers and laser printers that connect to personal computers. HP's high-quality, inexpensive inkjet printers spell the end of dotmatrix printers. The HP LaserJet printer line, which debuts in 1984, goes on to become the company's most successful single product line ever. The quality and reliability of HP's printers make HP a highly recognizable brand by both consumers and businesses.

54

Near the end of the decade, HP is recognized for its rich past as well as for its technological advances and products. The garage where the company started is declared a California historical landmark, and HP celebrates its 50th anniversary.

At the beginning of the 21st century, HP focuses on reducing the cost and complexity of information technology (IT) systems for business and improving the overall experience consumers have with technology. HP's trading symbol on the New York Stock Exchange becomes HPQ

On May 3, 2002, HP completes its merger transaction with on May 6, 2002. Compaq Computer Corp., the largest tech merger in history. The new HP is a leading global provider of products, technologies, solutions and services to consumers and business. The company's offerings span IT infrastructure, personal computing and access devices, global services, and imaging and printing.

HP moves up the Fortune 500 listing to No. 13. In April, Compaq unveils the iPAQ Pocket PC. 55 Superdome

On June 2, HP completes divestiture of Agilent Technologies. As a result of the distribution of shares of Agilent Technologies common stock, Agilent Technologies is now a fully independent company. Carly Fiorina is named chairman of the board of directors on September 22. HP marks advances in the area of Internet infrastructure, introducing the high-end Superdome server line in September. In October, HP announces a new business initiative focused on emerging markets. Called HP eInclusion, the program addresses the digital divide by fostering sustainable, profitable businesses in developing countries.

In 2004, Fortune 500 ranking H.P. Ranks 11th In January, HP announces its digital entertainment strategy: an array of products and partnerships aimed at transforming the way people experience music, movie, TV, photographs and digital entertainment content. In February, HP dual lists its common stock on the Nasdaq stock market. Digital Entertainment

Center z500

In April, HP wins the Corporate Innovation Award from the Institute of Electrical and Electronic Engineers (IEEE) for the development and commercialization of thermal inkjet technology.

In August, new digital entertainment products are rolled out, including Vivera inks, plasma and LCD flat-panel TVs, and the HP Digital Entertainment Center, which allows consumers to manage music, movies and photos from a single device in a living room setting. 56

HP Chairman and CEO Carly Fiorina steps down in February. In March,2005 HP names Mark Hurd to serve as CEO and president. In April, HP acquires online photo service Snapfish. In July, HP announces a breakthrough, scalable printing platform. The inkjet print head is fabricated as one unit via a photolithographic process, rather than welded together in post-production. HP also unveils the worlds fastest home photo printing devices.

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FUTURE PROJECT
From HP lab "In the future we'll only travel when we want to and not when we need to," says HP Fellow Norm Jouppi. Jouppi, who last year joined HP Labs from Compaq's Western Research Lab, is playing a major part in making that future a reality. Working in HP Labs' Mobile and Media Systems, Jouppi and his team of researchers have created what they call Mutually-Immersive Mobile Telepresence -BiReality, for short. Put at its simplest, BiReality allows you to be in two places at the same time. Imagine being in a meeting, seeing and hearing everyone there clearly and life-sized -- and yet being a thousand miles away in your office. That's BiReality.

Robot is your stand-in

Jouppi's technology is about giving you (and the people you are visiting) the sense that you are really present in that remote place, to the point that you can catch the eye of someone in the room, or even whisper an aside to them. without you having to be there at all.To make BiReality work, Jouppi and his team have created what they call a surrogate, a machine that does the traveling for you. This robot-like device can go anywhere that a wheelchair can. It carries sets of cameras and microphones that give a 360-degree audio and video view of its surroundings, displaying your head on four flat panel displays. The displays can be at either sitting or standing height.

Beats videoconferencing
While Bi-Reality stands in for you, you sit back in a room at your office and move the surrogate around with a computer game-style joystick. The room contains projectors that display a 360-degree view of the remote location on screens all around you. Coupled with near-perfect 360-degree sound reproduction, you have the sense of really being in that far-off place. 58

"Business expensive "Then

travel and there

is a are

time-consuming, hassle," says Jouppi. environmental considerations -- each cross-country produces tons carbon dioxide." flight of

Video conferencing, the current best alternative to traveling for a meeting, leaves much to be desired. As anyone who has used videoconferencing will attest, the person you see in the small, jittery picture on the screen in one corner of the room hardly seems a real participant in the meeting. It's even worse for the person on the remote end, who often can't see or hear the proceedings well enough to participate. HP Labs India was established in February 2002 to create a world-class lab with a focus on the needs of Emerging Markets such as India. The mission of this lab is to generate ICT innovations targeted at the world's emerging economies by understanding relevant social, cultural, economic and technological drivers. The motivation for our work is to extend the advantages of technology beyond the population that now has access to some form of ICT, and to serve a much larger segment of the society. HP Labs India is headquartered in Bangalore, India. It works closely with other units of HP Labs worldwide, as well as the business units of HP. In Bangalore, it is hosted by Hewlett-Packard India. 59

We also work with other like-minded organizations, and have set up a joint lab with IIT Madras, focusing on technologies for developing markets. The objective of the joint lab is to provide an environment for HP employees to work with faculty, research staff and students in the creation of communication technologies.

Research at HP Labs India has a multi-disciplinary character. Currently our emphasis is on: Language technology, including handwriting and speech communication interfaces for computers Appropriate access devices to provide Internet and computing access at low cost; equipment and software that can be used in a shared mode, to enable access to the benefits of ICT to those who cannot afford to acquire standard equipment. Communication concepts and techniques relevant to the environment of small towns and rural areas in developing countries. Understanding the socio-economic context of the bulk of the population, from a point of view of identifying potential uses of ICT to this segment. New models for human interaction with IT equipment and software, to offer easily usable and trouble free interfaces to the above-mentioned segment of the population.

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Vision
HP Labs India aims to:

Do leading edge research Act as a Change Agent Partner with like minded institutions in order to create innovations that Improve quality of life Provide access to information infrastructure Enhance productivity of individuals and businesses Create economic opportunities for participation in the economy Open up new markets for HP taking into consideration Purchasing power Literacy levels Communication infrastructure Local language needs of emerging markets like India.

Almost like being there With BiReality, says Jouppi, "everything's presented life-size. We preserve colors accurately. We not only preserve eye contact, but we preserve gaze. So I can tell what you are looking at when you're not looking at me. I can tell if you are looking at your notes or if you're looking at the clock and all those things are important cues." All this adds up to what Jouppi calls an immersive environment. Given the awfulness of videoconferencing, and the time and money that most businesses spend on travel every year, it's surprising that few others are working to create immersive environments. "It's kind of obvious when you think about it in retrospect," reflects Jouppi. But perhaps that's what defines a really good new idea." 61

Virtual reality for the office The idea that became BiReality came out of Jouppi's own unsatisfying experiences with videoconferencing. While working on a new graphics accelerator chip, he had used early videoconferencing hardware. At first, he recalls, "it was just a source of humor, as opposed to actually being useful." But the experience got him thinking. "I'd seen a lot of people doing virtual reality, trying to make immersive fake worlds," he says. "I was interested in making an immersive depiction of the real world." Jouppi had already made a name for himself in microprocessor and graphics chip architecture -- he was recently named a Fellow of the IEEE for his contributions to the design and analysis of highperformance processors and memory systems -- when he began looking for new challenges.

Patents pending And although the dawn of a commercial version of the BiReality system is still some years off, Jouppi and his team have a string of patent applications pending for their work in MutuallyImmersive Telepresence. Having been part of a much smaller research presence at Compaq (as part of a research lab that Compaq inherited from Digital Equipment Corporation), Jouppi's happy to have found a home at HP Labs. "It's exciting to be part of a place where they have 'invent' a part of the corporate logo," he says. "Innovation is always exciting."

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CHALLENGE AND SOLUTION

CHALLENGES
The key challenge for the agency was to develop and implement a marketing strategy that would maximize the limited marketing funds. Its a position that both private and public entities face in getting the most effective use of your marketing funds. We have the responsibility for using the taxpayer dollars in a way that maximizes our return on investment. To us that means having a better understanding of our most valuable customers and marketing effectively to them, says Hoff. The agency started with minimal customer information about their key segment. They created an integrated marketing strategy using their website and direct marketing pieces and built a VIP Club to effectively market to those customers. The objectives for this customized marketing approach are two-fold: Increase customer loyalty through personalized/customized marketing to target customers. Better understand the customer demographics and psychographics. The Idaho State Lottery uses the hp/Indigo digital printing solution to create newsletters that are customized with the customer name and address. These pieces use variable content such as offers and images that appeal to the different customers. Additionally, the lottery sends out birthday cards with the customers name, personal information, and an offer with a unique bar code. This allows them to track the response rate, as well as gather important customer information. The response rate from the birthday cards has been excellent.

63

SOLUTION
Internal creative marketing team at the lottery. CRM solution that allows them to track important customer information and integrate that information into marketing pieces. A print provider that understood the benefits of variable print data. The creative team at the Lottery is instrumental in driving the usage of personalized marketing. customer database information that is gathered off the web registration. Graphics Avenue, a Boise, Idaho based company played a key role in both educating the customer on the opportunities with variable print data as well as the ability of the hp/Indigo digital print solution. Dave Street, owner of Graphics Avenue noted, Currently the Idaho Lottery is using simple personalization which is used in the barcode and coupon applications. In some applications they are mixing traditional press with digital customization. Depending on the job size they can use full digital and remain cost competitive. Digital printer: The biggest benefit to digital printing overall right now is the flexibility. The lottery chose to use the solution because they could cost effectively print smaller quantities, saving up to 20%, they were also able to preview the actual output. Most importantly, they realized the flexibility and effectiveness of using their database for customized marketing pieces that gained attention. Enrollment is up from 14,000 to over 40,000 participants as a direct result of the customized targeted marketing. Additionally, we have a real strong usage of our website, states Hoff. Key results are as follows: up by over 26,000 participants Database that allows the Lottery to segment and use marketing dollars effectively track customer buying behavior target spending. 64

BRAND PREFRENCE
People begin to develop preferences at a very early age within any product category most consumers have a group of brands that compromise their preferences set. These are the four or five up market brands the consumer will consider when making a purchase. When building preference, the goal is to first get on the consumers preference sets, and then to move up the sets hierarchy to become the brand consumers prefer the most their up market brand. Gaining and maintaining consumer preference is a battle that is never really won.

Definitions of brand preference are as follows: Selective demand for a company's brand rather than a product; the degree to which

consumers prefer one brand over another The percentage of people who claim that a particular brand is their first choice.

In every product category, consumers have more choices, more information and higher expectations than ever before. To move consumers from trial to preference, brands need to deliver on their value proposition, as well as dislodge someone else from the consumer's existing preference set. Preference is a scale, and brands move up, down and even off that scale with and without a vigilant brand management strategy. Pricing, promotional deals and product availability all have tremendous impact on the position of our brand in the consumers preference set. If all things are equal, the best defence is to make us more relevant to consumers than the competition. The brands potential can only be fulfilled by continually reinforcing its perceived quality, upmarket identity 65

and relevance to the consumer. The same branding activities that drive awareness also drive preference. And, while awareness alone will not sustain preference, it will improve the brands potential for building and maintaining preference. With a great story and a large enough investment, awareness can be attained rather quickly. It takes time, however, and constant revaluation to build brand preference. Aristotle professed, We are what we repeatedly do. Excellence then is not an act, but a habit. Attaining and sustaining preference is an important step on the road to gaining brand loyalty. The ability to generate more revenue, gain greater market share and beat off the competition is the reward given by consumer toward particular brand. Brand preference is the Selective demand for a company's brand rather than a product; the degree to which consumers prefer one brand over another. In an attempt to build brand preference advertising, the advertising must persuade a target audience to consider the advantages of a brand, often by building its reputation as a long-established and trusted name in the industry. If the advertising is successful, the target customer will choose the particular brand over other brands in any category

66

Basic communications model for development of brand preference

To better understand the process of brand preference, let's first look at a basic communications model. The five components of this model are sender, medium, filter, receiver, and feedback. On a daily basis, we are exposed to messages (sender/medium) via our radio, television, billboards, Internet, mail, and word-of-mouth. Although these messages are pervasive, we continually screen out (perceptual screen) or ignore content that has little or no relevance to us. All messages are coded patterns and sensations colors, sounds, odors, shapes, etc. Those messages deemed recognizable, or a basis for a relationship, are decoded and stored in our memory (filter/screen). A successful convergence between sender and receiver will result in some type of response to a brand's compelling message (feedback).

67

Stored experiences in our long-term memory are connected through a series of nodes and networks. An example could be all the associations you might have with the word Starbucksincluding coffee, rich aroma, relaxing, sofa, earth tones, etc. As presented by Shultz and Barnes, "This node and connection process, called spreading activation, makes every person different (Strategic Brand Communications Campaigns, 1999). Since we all have different experiences, connections, and relationships, this supports a theory that the consumer, not the organization, owns the brand. Consumer prefer particular brand because they find it easier to interpret what benefits brand offers feel more confident of it and get more satisfaction from using it and get more satisfaction from using it. Because of such consumer preference, the brand can charge a higher price, command more loyalty, and run more efficient marketing programmers (e.g. it can spend more retailer incentive and it cost less to launch brand extension) .The brand preference therefore command a higher asset value.

BRAND PREFERENCE CHOICE CRITERIA

There are six criteria choose brand preference. The first three elements categorized as Brand Building in terms of how brand preference can be built up. And last three elements are known as Defensive because it preserved in the face of different opportunity or different brands available in market.

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Memorable: - How easily particular brand are recalled? How easily recognized? Is this true at both purchased and consumption. Like when the time of purchase, a customer recalls the brand such as HP, EPSON etc

Meaningful:-To what extent particular brand prefer in corresponding category? Does it suggest something about a product ingredient or the type of person who might use the Brand? E.g. hp printers and canon printers.

Likeability:-How aesthetically appealing do customer finds the brand element? Is it inherently likeable visually, verbally and in other ways? Concrete brand name such as HP, ESPON etc

Transferablity:- Can the brand element be used to introduce the new product in the same or different categories? To what extent does the brand add to brand equity across geographical boundaries and market segments?

Adaptability:-How adaptable and updatable is the brand element? E.g. hp printers, Delhis Largest selling printers.

69

Protectable:- How legally protectable is the brand element? How comparatively protectable? Can it easily copy? It is important that names that becomes synonymous with product categories. Such as Xerox, Fiberglass. In order to purchase the product

In order to understand the psychology of brand preference, I examined a basic communications

model and the process of receiving/filtering messages. Several truisms concerning how a brand is positioned in the marketplace revealed the challenges with marketing to the human mind. Finally, the essence of brand preference is connected through our five senses. The culmination of this information may help any organization facing brand loyalty issues with their constituents and provide resources to uncover core issues.

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CHAPTER 4 DATA ANALYSIS

71

DATA ANALYSIS
Quantitative technique using a structured questionnaire has been used for the study. Quantitative research focuses on the left brain - objective, comfortable with logic, numbers, unchanging static data and detailed, convergent reasoning rather than divergent reasoning. For Quantitative research, survey questionnaire having closed ended questions linked to drivers of Engagement is used. Every question is provided with choices. The questionnaires are included in Appendices. Tools of Data Analysis: 1. Questionnaire Response capturing and data compilation. 2. Analyze the responses using various parameters. 3. Then the responses analyzed would be presented using: Bar chart. Pie diagrams.

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ANALYSIS AND INTERPRETATION OF DATA INCOME OF PEOPLE:

Income: < 2 lakhs 3-5 lakhs 5- 10lakhs >10lakhs No. of Persons: 50 31 11 8

INTERPRETATION: Above graph represent the average income of 100 persons. 73

1. For how long you are using H.P printer?

Years: <1 year 1-3year 3-5 year > 5 year

No. of persons using H.P: 24 26 15 35

INTERPRETATION: The above graph represents for how long number of people using Hp printers.

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2. What was your main consideration while purchasing the printer? Purchase consideration: No. of persons:

Price Brand Proximity to outlet Warranty/guarantee

3 40 8 18

75

INTERPRETATION: In the above graphical representation it been observed that the purchased preferences of persons for printer is influenced by brand name and the least consideration is given to the proximity to outlet. After brand name, second preference is the price which is considered by the customers and third is warranty/guarantee, while purchasing a printer.

3. Which types of printer do you use?

Types of printer:

No. of persons

Color printer Multifunction and all- in-one Photo printer Black and white laser printer

20 40 10 30

INTERPRETATION: This figure represents the types of hp printer which are available to the customers. The above figure show that multifunction and all-in-one printer among others is mostly preferred by the customers and the least preferred is photo printer. 76

4. What application do you need the printer for?

Need for printer: Home Home Office Light Corporate Heavy Corporate Other

No. of persons: 28 38 10 16 8

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INTERPRETATION: The above figure shows the purpose which influence the buying decision for the printer by the customers i.e., Home, Home and Office, Light corporate, heavy corporate and others. And whose ratio is 28, 38, 10, 16, and 8, respectively
5. What do you want to print?

Types of printing: Black and White Documents (Text, spreadsheets, reports, Word Processing, Letters) Color Documents

No. of persons: 64

36

78

INTERPRETATION: This figure shows the ratio of people who uses black and white documents and color documents.

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6. How much do you print on a monthly basis?

Printing of pages: Up to 50 pages Up to 500 pages Up to 1,000 pages Up to 5,000 pages Up to 15,000 pages Up to 50,000 pages Other

No. of persons 41 27 14 3 5 5 5

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INTERPRETATION: In this graphical representation number of pages print by the customer on monthly basis is shown. It shows in the above figure that the ratio of pages print up to 50 pages is more than any other categories

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7. Which of the following media influenced your purchase decision?

Media influence: T.V Print media Pamphlets Word of mouth

No. of persons 38 20 12 30

INTERPRETATION: In the above graph, factors which influence the customers to purchase the printer is represented. The most influential factor which motivates the customers to purchase printers among the four categories is T.V.

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8. Would you recommend others to buy the H.P printers?

Recommend to buy printer: Yes No

No. of persons: 88 12

INTERPRETATION: From the figure we can interpret that hps brand image is good among its customers because the percentage to recommend the printers is more than no.

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9. According to you who are the main competitor of H.P?

Competitors of H.P: CANON EPSON UMAX OTHERS

No. of persons: 56 18 13 13

INTERPRETATION: Above graph shows the competitors of hp. According to the survey highest ratio is given to CANON. After that EPSON, UMAX and OTHER respectively.

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10. Which area of H.P Company you would like to improve?

after sales?

Area of improvement after sales: Service Quality of printing Brand image Cost size

No. of persons: 32 17 23 28

INTERPRETATION: In this figure the survey stress is on the enhancement of the after sales services of the printers.

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11. At present, are you satisfied with hps after sales service?

Satisfaction after sales: YES NO

No. of persons: 82 28

INTERPRETATION: The figure depicts that the ratio of after sales services of hp printers is more. Which means the number of customers who r using hp printers are satisfied with the printers after sales services.

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12. Do you think brand equity plays any role?

Role of brand equity: Yes No

No. of persons: 74 26

INTERPRETATION: The above graph represent that brand equity does play an important role. By Brand equity it means a brand's power derived from the goodwill and name recognition that it has earned over time, which translates into higher sales volume and higher profit margins against competing brands.

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13. What according to you hps edge over its competitors?

H.Ps edge over competitors: Price Brand Name Cost Per Page Other Factor

No. of persons: 26 32 21 21

INTERPRETATION: According to the survey due to the Brand Name the company is having edge over it competitors ratio is 32. After that other factors follows i.e., price, cost per page and other factor whose ratio is 23, 21, and 21, respectively.

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14. Which company according to you is providing all the facilities?

Facilities by Companies: Hp Canon Umax Epson Others

No. of persons: 38 26 12 3 21

INTERPRETATION: The graphical presentation represents the all facilities provided by the companies. customers. According to the survey it was observed that H.P provides all the facilities to its

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CHAPTER 5 CONCLUSION AND SUGGESTIONS

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CONCLUSION:

It is quite noticeable from the findings of the survey that brand & price are the main consideration for the customer while making the purchase of printer. Company should make more focus to create brand image.

One of the finding reveals that T.V is the media which influence the buying decision of customer, so in marketing channel T.V should be given more weightage.

Customers of the H.p Company are loyal to it as majority will recommend others to buy the same product.

Company should improve on service part as this one is the area which customers want it to be improved.

It was observed that income is not correlated with sales of printer as the majority of the customers are between Rs 2 lakhs income group.

Customers prefer multifunction & all in one printer as compared to other ones. 91

SUGESSTIONS

The basic need for buying a Printer is primarily Saving Time and printing quality. This need should be addressed in any correspondence with the customer in the companys promotional activities.

It has been observed at the time of survey the people want to enhance the brand image & price is the main consideration for the customer while making the purchase of printer. Company should make more focus to create brand image.

One of the finding reveals that T.V is the media which influence the buying decision of customer, so in marketing channel T.V should be given more weightage.

The company should more focus on the after sales services part as it will help the company to maintain the brand image among their old and prospective customers by providing better services with the help of T.V and other advertisement media.

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APPENDICES

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FOR H.P CUSTOMERS

Name:
Age: Occupation: Sex (M/F): ADDRESS: PHONE NO:

____________
______________________ ______________________ ______________________ ______________________ _______________________

Income: (a) (c)

< 2 lakhs 5- 10lakhs

3-5 lakhs .>10lakhs

3. For how long you are using H.P printer? <1 year 1-3yr

3-5 year

> 5 yr

4. What was your main consideration while purchasing the printer? Price Brand

Proximity to outlet 94

warranty/guarantee

5.

Which type of printer do you use? Color printer Multifunction and all- in-one

Photo printer

Black and white laser printer

6. What application do you need the printer for? Home Home and Office

Light Corporate

Heavy Corporate

Other

7. What do you want to print? Black and White Documents (text, spreadsheets, reports, word Processing, Letters)

Color Documents

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8. How much do you print on a monthly basis? Up to 50 pages Up to 500 pages

Up to 1,000 pages

Up to 5,000 pages

Up to 15,000 pages

Up to 50,000 pages

Other

9. Which of the following media influenced your purchase decision?

T.V

Print media

Pamphlets

Word of mouth

10. Would you recommend others to buy the H.P printers? Yes No

96

11. According to you who are the main competitor of H.P? CANON EPSON

UMAX

OTHERS

12. Which area of H.P company you would like to improve? after sales? Service Brand image Quality of printing Cost size

13. At present, are you satisfied with hps after sales service? Yes No

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14. Do you think brand equity plays any role?

Yes

No

15. What according to you hps edge over its competitors? Price Brand Name

Cost Per Page

Other Factor

16. Which company according to you is providing all the facilities?

Hp

Canon

Umax

Epson

Others

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17. Suggestions ( If any )

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BIBLIOGRAPHY

100

BIBLIOGRAPHY

Times of India Hindustan Times Economic Times Financial Express Business Standard www.google.com www.hp.com

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