bhavesh project

8/6/2019 Bhavesh Project

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A Project Report

ON

MARKETING CHANNEL OF NOKIA AND TOSHIBA

PVT.LTD.

At

HCL INFOSYSTEMES LTD.GANDHINAGAR.

AS PARTIAL FULFILLMENT OF PGDM PROGRAM, IInd

year

SUBMITTED BY

Bhavesh Vora

IAEERS PUNE INSTITUTE OF BUSINESS MANAGEMENT

(APPROVED BY AICTE, MINISTRY OF HRD, GOVT. OF INDIA)

PUNE

2010 -2012


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DECLARATION

I, Bhavesh Vora hereby declare that this project report is the record of authentic work

carried out by me during the period from 11th May 2011 TO 11th July 2011 and has not

been submitted earlier to any university or institute for the award of any degree/diploma

etc.

Name of the Student: Bhavesh Vora

Date: 14/7/2011


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ACKNOWLEDGEMENT

This project has been an honest and dedicated attempt to make the analysis on marketing

material as authentic as it could. And I earnestly hope that it provides useful and

workable information and knowledge to any person reading it.

During this period, I had the pleasure of working closely with accomplished organization

people who shared with me their experience and helped me in completion of my research.

I express my sincere thanks to my project guides and my institute faculty for guiding me.

Lastly I am grateful to my parents who been my mentors and motivators. I am

also thankful to all my batch mates who have been directly or indirectly involved in

successful completion of this project.


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TABLE OF CONTENTS:

Sr.No.Topics Page no.s

1.Objectives And Scope Of The Project. 5

2.Background Introduction / Synopsis Of The Project.

a) Company profile,b) Organizational hierarchy,c) Department.d) Basic introduction of the project,

6

3.Research Methodology.

a) Methods & Tools adopted for analysis,b) Data collection,c) Techniques for analysis,d) Pictorial / Graphic / pie charts, presentation of

data.

30

4.Observations / Findings. 36

5.Limitations. 42

6.Suggestions / Recommendations. 43

7.Conclusion. 44

8.Bibliography. 45


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Objectives And Scope Of The Project:Management Objective :

To fuel initiative and foster activity by allowing individuals freedom of action andinnovation in attaining defined objectives.

People Objective:

To help HCL Infosystems people share in the companys success, which they

make possible; to provide some basic knowledge about companies Marketing Channel

to recognize their individual as well as departmental achievements and to help them gain

of satisfaction and accomplishment from their work.

Research Objective :

To study the Marketing Channel the Maketing Channel of companies and get

actual idea about how companies reduce distribution expenses.


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Background Introduction / Synopsis Of The Project:a) Company profile of IMRBinternational

IMRB International is one of the premier sources for market research and consultancyservices throughout South Asia, the Middle East and North Africa. With close to 40years experience, IMRB International operates through its own offices, joint venturesand associates in over 32 cities across 14 countries. IMRB International has eightspecialist units qualitative research, social and rural research, media, continuoustracking through household panels, customer and stakeholder relationships, business-to-business, software development and data processing.

Abacus Market Analytics is a one stop shop market research outsourcing

firm specializing in Global Primary Research, Data Processing, AdvancedMarket Analytics, CRM and Survey Analytics Solutions.At Abacus we pride ourselves for providing innovative, superior services

and solutions that are flexible, robust, dependable & scalable to support our clientsconstantly evolving needs in the dynamic arena of market research. We arecommitted to understand and meet the needs of our national/international clients.Our endeavor is to constantly strive towards building trust and client delight.Abacus Market Analytics is a division of IMRB International Indias leadingmarket research agency. We are in the market research industry since 1971 andtoday our footprints spans across 11 countries - India, Pakistan, Bangladesh, SriLanka, Dubai, Saudi Arabia, Egypt, Singapore, Malaysia, Korea and UK.

We have been helping our clients (India & Overseas) in finding solutions for the last38 years, both general as well as specialist research services to clients in India andoverseas. We provide the best in class MR services by leveraging our rich heritageand deep understanding of market research nuances developed in the last 4 decades.The main advantage of working with Abacus is that our origins are those of a fullservice agency having moved into providing outsourcing for global clients.Therefore we have a strong domain understanding of market research that enables usto add substantial value to our outsourcing engagements.Abacus operations centers are located across India covering five major cities (Delhi,Mumbai, Pune, Kolkata & Bangalore). This pan India presence helps us to manageend-end research operations including survey programming, multi country online &CATI data collection, data processing, reporting & advance analytics.


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Client Servicing & Quality Norms:

y Provide promised information within prescribed time framey Faster turnaround time (TAT) with focus on customer relationshipsy Deliver highly reliable services through efficient processesy Continuously reduce cost by applying state-of-art technologies, reducing

waste and improving quality of deliveryy Use client feedback to improve quality in service and achieve higher levels of

clients satisfactiony Ensure continuous improvement in productivity by defining work, selecting

right people, skill enhancement and providing excellent work environmenty Flexible engagement models based on your need and budgetsy Single point-of-contact for each client/projecty Robust quality checks & assurance for reliable data output

Survey Programming Services:

Abacus survey programming team specializes in scripting online andCATI surveys consisting of routing, piping, randomization andcomplex matrices. We have designed surveys imbibing complex logic,quota management in multiple languages with audio/video/flashmultimedia support.

Our team of survey programmers on an average has 5+ years of experience in surveyprogramming using widely known and trusted tools like Dimensions, ConfirmIT,

SurveyCraft, Net-MR & mrInterview (mrStudio Interview Module). We are trainedand experienced in using programming languages like JavaScript, HTML and ASPwhich further helps us create the right kind of look and feel, navigation, and flow toengage the interviewee. We can also adapt to any other survey programming softwarebased on your needs and current requirements and can suggest an accelerated trainingprocess, where our programmers can easily be trained on other proprietary tools.

Before hosting the survey or passing the final survey link to the client to host wefollow Multi-Step Quality assurance at our end and run a battery of quality checks atvarious levels, where each survey goes through several quality checks at programmerlevel-supervisor level-and finally it goes through a dedicated team specialized in BetaTesting for testing and quality control to meet the high standards of our clients.


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Some of our key strengths are:

y Multiple tools (Dimensions (mrInterview), CASS (Computer Aided SurveySystem), Confirmit, SurveyCraft, & Nebu, etc.)

y Scripting of complex studies including ability to handle complex branching,piping, complex quota management

y All major languages supported (survey translations and programming in morethan 50 languages)

y Ability to program and host online surveys using robust/secure hostinginfrastructure

y Infrastructure support for several thousand concurrent surveysy Real-time reporting to check project progress and customized online reports

Abacus Market Analytics

ABACUS MARKET ANALYTICS unit offers a wide range of services to all theresearch units in IMRB. These include data processing, charting, statisticalanalysis, database management and updation, software development and testing.

ABACUS has a standard state of arts graphics, analytics and statistical software. Italso has tested quality process which enables ABACUS to deliver exceptionalquality results within stringent deadlines at high competitive prices.

ABACUS Data Processing (DP), a part of Abacus Market analytics, offers itsservices to international clients. DPs clients include Millword Brown across AsiaPacific, Africa and Australasia, Kantar Operations in UK, BMRB International inUK, AMRB in the Middle East and N Africa, RI in Asia Pacific & the BrandSurvey Company in S Africa.

In the days ahead, the key business development areas identified include:

y Advanced analyticsy Advanced statistical servicesy Modeling and trend analysesy Database creation and

management

y Data miningy Scriptingy Data interpretation and reporting


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Data Management & Reporting Services

Business Intelligence (BI) dashboards

Business Intelligence dashboards include the tools which Abacus provides its clients tomeasure the brand equity trends for its product portfolio. These BI dashboards provide agranular view of the marcom efficacy of the clients marketing and advertising programs.

Retail pricing & packaging analytics

Some of the typical packaging research problems which we can answer:

1. What will happen if I change price for this SKU? What will be the impact on.o Volume for this SKU,o Volume for other SKUs of this brand,o Volume for other SKUs in my portfolio,o Competition,o Our market share,o Category volume, ando Retail revenue and profit.

2. What will happen if we introduce an innovative pack?3. What would happen if we decide to hold the price line and drop volumes in

pack?4. What would happen if we simplify our line and drop an SKU or brand?

Solution features

1. Impact of new package and pricing2. Typically, a presentation of insights3. Simulator that is customised for the client4. Custom charts based on the simulator5. Brand maps & portfolio based on the simulator


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About IMRB InternationalIMRB is the vision of Mr. Subhas Ghoshal, the legendary head of HTA (nowJWT). We are born out of conviction that good advertising can only be built onsound consumer insight. We are the University of the Indian market research. Weare one of the top 20 Market Research companies in the world. IMRB was set up in1970, a full 37 years after BMRB was set up in UK by JWT.

We are a part of WPP which is formed by Sir Martin Sorrell in 1985. WPP is a

8.68 billion; revenue company with 138,000 employees in 2400 offices across 107countries. Kantar is WPPs research, insight & consultancy network. Kantar wasfounded in 1993, is now the worlds fourth largest research conglomerate. It boastsof $1.7 billion worth of revenue with offices in 160 offices across 95 countries.

How are we different?

We add value to clients - real value. We develop a learning culture that fostersinnovation and we also contribute to academia and policy makers. We havedeveloped a sustainable working environment that is good and fair to us and ourclients. We have the largest team of researchers and analysts with around 4

decades of leadership in the region. We have 26 offices in 12 countries each ofthem equipped with specialized units by research methods and industry sector. Wehave 4.4 million customer interactions every year.

Our Methods and Philosophy

Our perspective is unique. Our approach is refreshing. And our solutions provide acomprehensive response to our clients needs, not packaged data but customsolutions for clients. We offer services with the integration of qualitative andquantitative tools.We are designed in India for India, our measures and scales are created tomaximize sensitivity. We work together with TGI, Web-I, IMRB Retail, MarketPulse, ITOPS and ICUBE. Our passion is to drive your business growth bycombining consumer understanding and brand knowledge with intuition andinnovation.


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Our Achievements - Our Goals

IMRB has demonstrated its vision and leadership in the Indian market by

establishing several industry wide measurement and rating systems. Notableamongst these is our pioneering role in establishing Indias first TV rating system(TAM) and the creation of social economic classification (SEC) system in India.

We have won several prestigious awards. Amongst them the most noteworthybeing the MR Agency of the year from 2005-2009. We have presented cutting edgeresearch for several years at international forums including ESOMAR and wonawards for our efforts

Clients

Our top clients include BAT Group, Bharti Group, Cadbury, Ford Group, FritoLay, Glaxo Smithkline, Heinz, Indian Airlines, Intel, ITC Group, Millward Brown,Nestle, Pepsi Group, Reckitt Benckiser, Research International, TVS Motors,Unilever Group, VST and so on.

A few words from two of our esteemed clients:

As a team they produce thoughtful proposals, excellent fieldwork andpresentations. They are constantly involved in the work. They feel like a version ofour own office

IMRB showed a high degree of professionalism, rigor and discipline. An excellentlevel of client servicing, need fulfilment, pro-activeness and analytical focus.


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Our Strengths:


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Data Mining and Predictive Analytics

Abacus provides focused CRM analytics and data mining

solutions to its clients. Abacus CRM analytics solutions aregeared towards answering the complex questions which facetodays management about predicting and engaging consumerbehavior.

Companies today with huge customer data need to design models which canaccurately predict consumer buying behavior.

Abacus can provide solutions which can help companies:

1. Acquire and retain profitable customers Our solutions can help you answerquestions like who are your best customers based on profitability andrealization parameters. Conduct needs and buying behavior analysis.

2. Evaluate marketing efficacy and marketing spend ROI Our solutions canhelp you measure sales force effectiveness. Evaluate purchase likelihoodmodels based on simulated consumer behavior.

3. Evaluate customer attrition Why do consumer attrite. Abacus can help youjudge consumer behavior through churn prediction.

4. Conduct market basket analysis Identify homogenous consumer segmentswhich can accurately predict product line gaps and help identify new productopportunities.

5. Cross-sell and up-sell to customers Identify cross-selling & up-sellingopportunities with you current set of clients and increase your revenues.

6. Credit Scoring Conduct a credit scoring based on past and presenttransaction patterns.

If one or more of these are your key management mandates that confront yourmanagement today then Abacus Market Analytics has the appropriate tools andsolutions which can help you overcome these pain points. Analytics experts from

Abacus can aid you in your marketing and operations projects.

We have successfully worked with some of the biggest industry players in theTelecom, FMCG, Tobacco and other industries and can leverage our expertise todevise custom solutions which fits your needs.


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Global Primary Research

We are the largest and most respected market research firm in India.Our data collection capabilities consists of fully equipped CATIfacilities in 4 major cities in India Delhi, Mumbai, Bangalore andLucknow with total resource strength of 250 interviewers.

y Online and CATI field work operations management & support toHonomichl top 50 research & consulting firms and several Online Panelcompanies across the globe

y We provide end to end market research operations solutions whichincludes survey programming, hosting services, project management &field work management along with quota & survey completion

y We have engaged with the best panel providers globally and can run youronline studies across the globe with the best in class panel for your study athard to beat cost advantage

y We have to our credit of successfully completing 3.7 Million interviews in2008 and numerous multi-country research projects across industryverticals

y We can support 65 major languages in all major continents and havesuccessfully completed research projects across audience i.e. B2B & B2Csegment

Abacus leverages the vast network of in-house capabilities of specialistunits within IMRB and strategic partnerships across the globe to help you run yourresearch projects globally with focus on quality, delivery, resources, & cost.

Various kinds of projects handled at Abacus:

Quantitative: CATI & Online B2B & B2C Interviews, Recruitments,House2House, Central Location Test, PanelsQualitative: Focus Group Discussions, F2F, Depth Interviews, Triads,Ethnography / Immersions, Mystery Shopping / Auditing, etc.


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Pre Field Processes:

Language Translations:Language translation of the questionnaire before launching iton field.

Sampling: Field Controller ensures that the right sampling methodology, as instructedby Research, is implemented in the Fieldwork

Project Knowledge: Field Controller relays all his / her understanding on the projectto the researcher concerned through a process note termed as Executive Understanding of

Project (EUP)

Briefings: Project briefings are imparted by a Field Controller to data collection teamaided by the Research-provided Field Briefing note.

Mock Calls: Post the Field briefings, mock sessions with dummy respondents are heldto test each interviewers understanding of the questionnaire before the team getspermitted to go on field.

FW Allocation: Field Manager/Supervisor ensures that all inputs required to conductFW are made available to interviewers before commencement of fieldwork.

Field Briefing & Mock-call:

y All members of field team, irrespective of previous experience in similar work,undergo this most important project-specific training conducted only by FieldController or Field Manager

y Monthly re-briefing of teams are carried out in projects with continuous fieldworky Each interviewer is checked by the supervisor for his / her capability for

fieldwork through a mock-cally

Additional mock-call by each interviewer happens once a month in continuousprojects to avoid any deviation in questionnaire administrationy In projects with complicated interview / methodology, pilot fieldwork is carried

out to practice before getting on to actual work


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Field Processes During Fieldwork:

Accompaniment:

y All interviewers are accompanied for a min of 2 interviews in the initial few daysof commencing the fieldwork

y All interviewers are accompanied for a min of 2 interviews every fortnight by theteam leader in projects with continuous fieldwork

y EIC accompanies at least 2 interviews & the others get accompanied by the Teamleader.

Interim Feedback: Based on observations made during accompaniments, scrutiny ofinitial lot of completed interviews, a de-briefing session is held i.e. feedback is providedto all interviewers within first 2 or maximum 3 days of FW.

FW Progress Monitor: This is a format devised to track all aspects of FW to check forany potential threat to field schedule or quality & take necessary action on time.

Scrutiny: 100% scrutiny of the questionnaires by the TL & 10% of the sample isrechecked by the Field Controller in each project

Back checks: Minimum 20% of each interviewers work is checked by the TL; 10% ofwork checked by TL is again checked by the Field Controller; At least 2% ofQuestionnaires not checked by TL also checked by the Field Controller.

Scrutiny:

y All interviews of each interviewer gets checked by the team leader in the first fewdays

y Initial few interviews of each interviewer is sent to the Researcher for perusal andtimely correction

y All members of the team gets re-briefed on the errors found for standard error-free work

y Only scrutinized questionnaires are taken for further quality checks in the fieldy When needed / in complicated projects, special team of scrutinizers are used over

and above first line supervisors


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Quality Control & Norms:

Minimum 3 layers of supervisionA separate Quality Certification & Audit cell to monitor the quality standards

Common Quality Norms:

y Each interviewer undergoes the induction trainingy Each interviewer in each project undergoes project-specific briefing and trial/

mock-call sessionsy Each interviewer gets accompanied in the initial few days of projecty A minimum of 20% of each interviewers work gets back-checkedy 10% first-line supervisors work gets back-checked by Field Managementy 100% of the completed interviewers get scrutinized.

Contingencies:

y Project Planning is a must for each project to preempt any possible fieldworkrelated issue.

y Daily status reporting by first-line supervisors track progress and indicate need formaking changes / taking corrective measure in time.

y Field team always consists of around 20% additional manpower required for datacollection.

y Over 40% of data collection teams are experienced in all types of fieldworkmethodologies. Redistribution, when needed, is not a constraint.

y Records of all important documents, instructions, progress reports, etc. willalways be with the Field Controller AND his / her Group Head to avoid delaysdue to absence of any one individual.

y Intra and inter Region redistribution of resources is practiced in contingencies.y All members of Field Management are accessible through e-mail and mobile

telephone. All first line supervisors are accessible through mobile.


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Data Processing & Analysis

Abacus data processing & analytics team is well equipped toprofessionally manage your data processing, data management,statistical analysis, data mining and other related areas needs. We

contribute to our clients success worldwide by providing highquality services in data management and analytics services at competitive prices.

We are committed to provide timely delivery of error free processed data on an ongoing basis. We continuously innovate in processes, quality control, valueadditions and demonstrate leadership in our field of work through customer focusand total employee involvement.

We specialize processing the data collected through various methodologies likeF2F, CLTs, web surveys, CATI & PAPI, etc. We deliver value and exceed theexpectations of our clients and have worked on multi-country long tracking

studies, omni-bus, and in-depth interviews.

We can design automated E-Tabs for your tracking studies which will help youdraw standard charts including additional campaign sections and client specific /standard/non standard charts along with template bank with different colorsschemes offering more options for cosmetic look of the deck.

We provide continued support through long holidays to cater urgent requests.

Our experience:

y We have successfully handed Track/Dips for Honomichl Top 50 research& consulting firms

y Handed Print Links, CAPI Tracks and automated monthly toplinesy Standard tables with significance testing, moving averagesy Standard times series charts and time series charts on moving averagesy Multi category continuous or ad-hoc study Online, PAPI, CAPI and

CATIy Capabilities to develop customized programs based on algorithm providedy We also provide macros on charts to automate tracking studiesy Our analyst goes through rigorous classroom trainings on research insights

for sound industry and product knowledgey Dedicated office specific teams to develop in depth knowledge of projectsy Close interaction and monthly meetings with PM and CS teams to iron out

any operational concerns


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y We also provide data manipulation combining data from various surveysources

y Working with data in multiple formats like Quanvert, SPSS, ASCII, andCSV

y Conversion of data-single card to multi card (and vice versa)y Simple time series charts and time series charts on moving averages

Data codingAbacus compiles and generates cleaned data files after validating,cataloguing, editing, open ended coding and merging multiple survey instrument outputsinto one single data set or table.

Data cleansing Abacus research analysts follow a methodical process for preparingthe data for high end statistical analysis. Typically we study the survey instrument andthe data set and based on the data collected we check for errors, incorrect and missingvalues.

Data tabulation We work with primary research outputs in SPSS, ASCII, Excel,

Custom Tables, mrTables, Quantum and Wincross for banners and cross tabs.Data reduction -Using factor analysis, we minimize the number of variables bymerging those which highly correlate among themselves. After which the mergedvariables are used for further analysis.

Statistical analysis We specialize in delivering statistical analysis to cater to clientsneeds such as,

y Testing Statistical Significance between different phenomenons. (t test anova)y Modeling Consumer Behavior (Multiple Regression Analysis)y Segmenting customers - Different customers have different needs and it is rarely

possible to satisfy all customers by treating them alike. So we do segmentation

which helps our clients in more effective allocation of sales and marketingresources. Also this helps them to identify different marketing strategies for eachsegment based on the characteristics and needs of each segments.

y Predicting Customer Behavior with the help of their survey responses anddemographic details and here we can do Logistic regression and Discriminantanalysis

y Canonical Correlation - With the help of canonical correlation we can take twosets of variables and show what is common amongst the two sets. We can also usecanonical correlation analysis to produce a model equation which relates two setsof variables and also you can gain insight into what dimensions are commonbetween the variables and how much variance is shared


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Commenting, Research Report Writing & Charting

On 2nd April 2011, all the cricket websites attracted a little more than 4 Mn fans.

India is the new champion of the Cricket World Cup. The road to this achievementhas been far from easy. After making it to the stage of Final-8; India had to winthree crucial matches before they could lift the coveted award. In all these matches,they had to win against the past champion teams that had won the cup in last fewyears. The most important of them being the finals, which was played against SriLanka. While the team was gutting it out in the middle; millions of fans werereleasing anxieties and passion on various media avenues. A presupposition thatTelevision ratings would have soared can hardly be argued; but how did theInternet perform amidst this chaotic excitement? Read On!

On 2nd April 2011,all the cricketwebsites attracted alittle more than 4Mn Indian fans. Onan average, anIndian fan spent 38Mins on thesewebsites. Thebusiest timeslots during the day was between 12pm 6pm, wherein 3.0 Mn visitorsnavigated through Internet for accessing cricket-related content. In the other half ofthe match in the evening (6pm 12 am) there were a little more than 2 Mn fans thatused Internetto get updatesfor the match.

About WebAudience


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Measurement (WAM)

WAM is an offering from IMRB International which provides online publishers,planners and advertisers a common platform to identify trends in Internet usage inIndia as well as plan for better media planning. The panel based approach adopted

by this system has been made possible due to a unique metering technology custombuilt for Indian market. The meter is capable of capturing internet usage data frommultiple machines and still attribute to the same panellist. Further, the meter allowsthe flexibility of capturing only the panel members data in case the machine isused by multiple users. The meter can capture data from multiple browsers (allversions of IE, all versions of Chrome, Firefox, Yahoo! Messenger, Google Talkand MSN Messenger). The data reporting is being done through the wellestablished Media Xpress tool customized for the Internet market.

About IMRB International

Established in 1971, IMRB International is a pioneer in market research. IMRB is amember of the Kantar Group, part of the WPP company. Kantar is one of theworlds largest consumer insight networks. IMRB's footprint extends across 26offices in 14 countries Algeria, Australia, Bangladesh, Egypt, Hong Kong, India,Japan, Malaysia, Netherland, Saudi Arabia, Sri Lanka, South Korea, UAE andUnited Kingdom. With over 1200 full time staff, IMRB provides high qualityconceptualisation, strategic thinking, execution and interpretation skills. IMRBInternational is the only research company in India that offers such a wide range ofresearch based services to its clients. IMRB International's specialized areasincludes consumer market research both quantitative and qualitative, industrialmarket research, business to business market research, social and rural market

research, media research, retail research, and consumer panels.

BIRD, the Business & Industrial Research Division of IMRB International, is themarket research and consultancy division servicing B2B and industrial markets.

With its repository of knowledge and understanding gained through studyingdiverse sectors for several years, BIRD provides market perspective for sounddecision making. It is the only organization that provides consultancy based on itsown market research. It operates from Mumbai, New Delhi, Bangalore, Kolkataand Chennai. For catering to technology markets including IT hardware, software& services and Telecommunication, there is an exclusive eTechnology Groupwithin BIRD.


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y At the macro level, BIRD offers services covering industry trends, regulatoryenvironment, economic scenario, international trade and market overview.

y At the micro level, BIRD offers services such as brand / product positioning,customer segmentation, channel perception, market sizing, pricing, distributionstrategy, product development assistance etc.

Apart from syndicated studies such as ITOPS and ICUBE, BIRD offers researchservices to meet clients specific requirements. By virtue of its vast experience, it isable to design customized studies to meet whatever business decisions that are atstake. It helps clients all through the product life cycle from product developmentto launching it in the market to making a success out of it. While researching thebuyers, users, influencers, installers, traders, marketers, importers, exporters andmanufacturers of the product, BIRD keeps in perspective the global marketsituation. The researchers of BIRD are attuned to interpret vast amount of primaryand secondary information to make actionable recommendations. BIRD servicesprivate sector, public sector, government departments and multilateral agencies. It

has clients in all the five continents of the world.

History

IMRB was established in 1970 to provide market research services to the clients

of Hindustan Thompson Associates. Early clients included FMCG companies such

as Unilever, ITC, Ponds, andHorlicks. The initial decade saw rapid expansion into new

areas of business, with the first qualitative study being conducted by the end of the

decade, and IMRB pioneering psephology in India through an ongoing series of opinion

poll surveys for India Today, that successfully predicted Congress victory in the 1980general election.

Subsequent decades saw the development of new verticals, with the creation of

specialized units and the offering of several syndicated research products. IMRB also

played an important role in the standardization of market research practice in India, and

was responsible for the creation in 1983 of the Socio-Economic Classification system, a

method now used across India to define target audiences. In 1987, as a founder member

of the MRSI[disambiguation needed], it helped evolve industry wide codes of conduct, and

standards for survey data collection that are still in use today.

[5]

With the global acquisition of J. Walter Thompson by Sir Martin Sorrell in 1987, IMRB

became a constituent of WPP and continued its pace of growth, growing over 25% per

annum through the 1990s under the leadership of Ramesh Thadani. The 1990s saw the

creation of specialized units focusing on development research, employee

satisfaction, loyalty programs, technology and media and the acquisition of several new


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multinational clients. IMRBs insights also played a role in the development of several

new products for major Indian brands such as Marico, Bingo

Chips, Godrej and Daburand by this time supported 40 out of top 50 brands in India.

IMRB's logo and tagline as displayed outside its head office in Mumbai.

In 2002, as part of a process of rebranding, it changed its name from the Indian Market

Research Bureau to IMRB International, adopted a new logo, and began a process of

rapidly expanding its international services. This was accompanied by a shift from its

offices at Esplanade Mansion to its current premises in Dadar, Mumbai. As part of

geographical expansion, IMRB helped set up LMRBin Colombo, Sri Lanka in 1981

and AMRB in 1999 with headquarters in Dubai and offices throughout Middle

East and North Africa.

In 1996, along with the Manufacturers Association for Information Technology (MAIT)

IMRB initiated the periodic ITOPS survey which monitors the IT hardware market

among households and businesses. Since 1998, in collaboration with the Internet and

Mobile Association of India (IAMAI), an industry body IMRB also started providing a

series of annual syndicated research reports named I-Cube which surveys the online and

mobile landscape in India. More recently, in 2010 IMRB launched the Web AudienceMeasurement (WAM) system, Indias first standardized internet audience measurement

system based on a panel.


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Company Structure

IMRB is headquartered in Mumbai, India. Its parent company is Hindustan Thompson

Associates, which in turn is owned by Martin Sorrells WPP Group plc. Within WPP,

IMRB is aligned with theKantar Group, an umbrella network of global market research

companies that together account for over $2 billion in revenues and form the worlds

second biggest market research conglomerate.

A diagrammatic chart representing IMRB's ownership structure.

In India, IMRB International operates out of its five full service offices

in Mumbai, Delhi, Kolkata, Chennai and Bangalore and is supported by 15 other regional

centers for collection of survey information. Overseas, IMRB functions through its

associates -AMRB-MENA in the Middle East and North Africa, with offices

in Algiers, Dubai, Jeddah, Casablanca and Cairo; LMRB, with offices in Colombo and

Sirius, headquartered in Dhaka.

IMRB is currently headed by Thomas Puliyel, a market researcher with over thirty years

of experience. As the oldest market research company in India, it has served as the

training ground of many industry leaders including Dorab Sopariwala, Ranjit Chib and

Meena Kaushik, who went on to found their own companies.


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The IMRB experience

A very warm welcome to IMRBs career board!

It is my privilege to take you through the opportunities that await you in ourorganization.

But before I do that, let me tell you why those of us who work here enjoy doing so.Not just for its brand leadership, even today, nearly 40 years after it was formed.For us IMRB stands for pioneering leadership and cutting edge market research.We derive our joy from the sheer variety in work, a plethora of clients, a widecanvas of projects, intellectually stimulating job profile, and the chance to beadvisors to some of Indias leading brands. We are market leaders in this industryand have staff located in 16 countries worldwide. But thats not all!

IMRBs strong ethics, high quality research, open and non-hierarchical workenvironment, freedom to think and innovate, and the un-ending opportunity to learnand grow form its character. Our core values of Caring and Integrity reflect thetrue character of our organization. We value and respect each other, trust eachother and rally around in the hour of need. We do not compromise on integrity.We are passionate about our work and go the extra mile to add value to our clients.We are proud of our strong relationships with our clients. Our performance cultureplaces a premium on high quality and rewards merit scrupulously.

At IMRB, caring for our employees means investment in their growth and

development. Our training calendar has some industry benchmarks such asLyceum (our induction and training program), our Development Centres (forleadership skill building), and senior leadership programs run by our global groupcompany, Kantar.

We place a premium on thought leadership and provide our staff with manyopportunities to showcase their expertise IMRBs Annual Research Conference,Consumer Portrait (our annual client showcasing event), WPPs Atticus papers,MRSI and ESOMAR annual research conferences. We have won the MRSIAgency of the Year every single year since the awards inception in 2005.

So please go ahead and see what opportunities await you at IMRB. Let us help youbuild a rewarding professional career.


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Basic introduction of the project:

In recent time two sectors in India are calling out visionary leadership, one is

infrastructure and other is Information Technology, Infosys, Wipro, HCL, TATA

Consultancy service etc. are at driving seat of Information Technology Development.

Both sectors face global market that ready for restructuring. And both have large enough

pools at skilled workers.

If IT & Infrastructure occupy the pride of place in Indias economy. One reason is

that those sectors have leaders who saw opportunities where other saw only threats. N. R.

Nrayana Murthy, Shiv Nadar, Ashok Chaudhary, Ratan Tata etc. are visionary leaders ofIndian IT Industry. HCL Infosystems Ltd., 35 year old IT company, established by

two,people Shiv Nadar and Ashok Chaudhary and their 5 to 6 colleagues today become

Dark Horse of information technology. To know more about company ,researcher have

opted project in HCL Infosystems Ltd, Which could have a way for a bright future.

Indian Office Automation Industry:

The Office Automation industry in India offers significant business opportunities.The Office Automation industry including lots of opportunities. Lots of people are

engaged directly or indirectly in this industry.

The Office Automation industry recorded a turnover of after postibralization in

1991 it industry face global competition currently Infosys, Wipro, HCL and TCS occupy

major part of Office Automation industry respectively.


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Policy Incentives :

Office Automation industry has its own rules and regulations.Now a days

Government encourage to foreign players to come in indian market.As a result of it

NOKIA, ACER, SAMSUNG, TOSHIBA, TYCO etc. directly or indirectly come into

Indian market.

Foreign players entry benefitied us in many ways. It improves quality, facilitate

R&D, provide variety & other incentives. While ensuring a balanced transition towards

open trade, the it structure will be reviewered periodically to prevent Indian from

becoming a dumping ground for international rejects.

Opportunities :

India enjoys a distinct cost advantage with respect to IT Software, hardware

capabilities. India has good manpower.

Each & every year India has risen its production & sales capacity our I.T. giants become

threat for international players. Now Indian Companies get international recognition.

Other Global Players in Office Automation Industry :

Aethra, Duplo, Ericcson, Hitachi, Samsung, Konica, Tyco, Infocus etc. are other

global players in Office Automation industry.


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Office Automation product Industry :

Office automation product industry started out as a small venture in 1975 1976.

After establishment of HCL Infosystems Limited customers come to know about office

automation products. It mainly deals with office products which help to wlrk organization

and make their work easy ealier in 1980, HCL come with computers so it was revolution

in information technology.

Today office automation product industry has wide market in India. It includes

xerox machines, fax machines, video conferencing solutions, projectors, professional

digiatal video cameras, LCDs, Plasma etc. At present HCL Infosystems Ltd. Has

monopoly market in government departments by their corporate relations with

government. Presently the Indian Automation industry is highly fragmented. This

industry can be divided into the organized and unorganized categories of manufacturers.

HCL also have access to technology due to their tie ups with some of the foreign

collaborators.

Ex. Nokia & HCL, Toshiba and HCL, Samsung security solutions and HCL.

The unorganized sector predominately caters the after market. They operate

independetly with little investment and a small scale of operation. Their primary focus is

high volume and low technology component. It generally produce components based on

the copied drawings and their utility is sub normals. Specially, toshibas xerox machine

parts are copied on high scale. It we talk about Indian office automation industry, HCL

has very good place with their different foreign collaborations.

Market Drivers :The demand for office automation product is arised from corporate offices.

These products make office functions easy. Global players observe India as a low cost

manufactuirng destination to produce and sell.


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After sales market :

This market deals with after sales and service market following points are

taken into consideration in after sales market.

y Repairing of machines.y The life span of machines.y The average value of parts replaced.y Share of parts in total after markety Service of Machine.

Considering above factors the growth in sales ad an increase in customers are the

main drivers of this market.

Emerging trends :

After 1991, Indian IT industry is witnessing the impact of globalization. The

entry of latest technology models has led to the Indian it industry out of technology

backlash. However, the Indian IT industry has the disadvantage of being a technology

follower. But this matter becomes story. Now, Indian players are at driving seat of world

it market.

Quality :

The Indian Office Automation industry has taken significant steps towards the

achievement of world class quality by adopting ISO 9001:2000 stadard quality

systems.Though very few companies have these certificates,still Indian compnaies

establish their market at global level.

Consolidation :

The global consolidation trend in Office Automation industry is also likely to

extend to the self dependent Office Automation industry collaborations are expected to

merge to achieve economies of scale. Many of foreign manufactures are eager to invest in

India.


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Research Methodology:

SAMPLING DESIGN :

Population :

All major companies which have direct or indirect partnership or collaboration

with company were taken as the population.

Sample :

Sample considered was a non probability sample and was not on a random basis

main and important customers for company are taken as sample.

Sample Size :

Following two company are taken as sampel.

1.Nokia2. Toshiba Pvt. Ltd.

Data Collection :

y Data is collection from two sources primary & secondary data.y Primary data was collected from HCL Infosystems Ltd. Itself.y And secondary data was collected through both above stated companies websites.


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Questionnaire Design

First Name ______________________ _____________

Last Name ____________________________________

Type of Business _______________________________

Business Phone Number _________________________

Best Time to Contact ____________________________

Website ______________________________________

GENERAL BUSINESS INFORMATION

1. Do you sell more than one product or service?a) Product b) service

2. Explain each product or service in detail. Include benefits for each product (asyou would promote to prospective buyers).

3. What is the average transaction value (the average sales price) each customerpurchases?

4. Do you know the lifetime value of your customer? If so, what is it5. What percentage of your sales is produced by your Existing Customer Base vs.

New Customers?Existing _____ New_____ Dont Know _____

60%20%

20%

Sales Produce

ExistingNew

Don't Know


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6. Do you have a Yearly Marketing Plan or Advertising Campaign mapped out?a) Yes b) No

7. How far in advance do you plan your marketing?a) 3 months c) 9 monthsb) b) 6 months d) 12 months

8. What percentage of your revenue is spent on marketing?9. What is your annual revenue? (optional)10.Do you use guarantees in your marketing pieces? If yes, please describe.11.How many new leads do you generate with your marketing each month

8

5 5

2

40% 25% 25% 10%

0

1

2

3

4

5

6

7

8

9

3 months 6 months 9 months 12 months

Respondent

Percentage


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WEBSITE

12.List all website URLs you currently have for your products and services:13.Does your website offer a fill-in form for a free trial, free sample, free report or other

reason for the person to give you their contact information if they are not yet ready tobuy?

SALES CHANNELS14.Do you sell your product or service through your website?15. If yes, what percentage of sales is made through your website?

16.What other channels do you sell through (phone, mail order, through resellers or retailersetc)?

30%

70%

Sales

Thru website

Without website


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17.What percentage of sales is done through each of those channels?

18.Do you capture the name, address, and/or phone number of prospects on a regular basis?How?

19.Do you have a set way to follow up with your leads? Please explain in detail.20. How often do you promote to your leads? Please explain.

20.Explain the normal sales process when selling your product to a new client (Pleaseexplain separately for each product if process differs depending on product).

21.Once someone purchases your product, do you try to sell them other products or get themto reorder? Please explain exactly what you do for upsells (add on to currentorder)/reorders:

22.Please explain exactly what sales and marketing follow up a lead receives who does notpurchase from you but only gives you contact information?

23.Do you contact a First Time Buyer within 30 days of their purchase to check if yourcustomer is satisfied or would like to buy additional products or services?

24.Do you have weekly or monthly sales and lead targets? If so, please list all targets andwhat numbers you are doing on average:

10%

30%

1.4

1.2

Sales

Phone

Online

Reseller

Retailer


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EXISTING CLIENTS

25.How often do you contact your existing customer base?26.How do you contact them? (Example: Letters, postcards, email, personal phone call, etc. )27.Do you have a monthly or yearly program that your clients pay for? (Example: Yearly or

monthly service program, membership fees, etc.)

28. If so, do you know the opt-out rate or cancellation rate?


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Observations / Findings:y

The Gandhinagar Government Departmment is mainly dominated by HCL.

y Some of the HCL products have low market share but satisfaction level is high amongthe users.

y HCL doesnt give too much importance to advertisement so its brands awarenesswas found low.

y Researcher analyse that other companies customers were ready to switch over toHCL brands if provided better quality and at competitive price.

y If talk about customers in Gandhinagar then Government offices were majorcustomers and more opportunities were their for the company.

y It was found that customers were emphasized on the credit they can get fromsuppliers.For small customers it was a major consideration though they were less in

numbers.

y Most important finding was that price was the factor which was working in favour ofbrand.

y One interesting finding was that for decreasing the maintenance cost of theequipments.

y Other interesting finding was that companys Engineers played dual role.They also doindirect Marketing for company.


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y From this analysis of organization study, it can be said that the company is constantlyhardworking for the improvement of its product quality through the adoption of world

class manufacturing policy and collaboration with foreign players.

MARKETING CHANNEL OF NOKIA

y Nokia is finland based company. It has only one regional distribuiton channel inIndia at this stage for GSM mobile divices.

y Nokia has only one regional distributor in India at this stage for GSM mobiledevices, and it is HCL infosystems LTD. Nokia & HCL Infosystems have built a

strong relationship over the last 10 years, and have constantly worked together to

grow the market & provide customers with state-of-the-art mobile communication

devices. Becoming an industry leader in India is a testimony robust relationship".

y In Gujarat, Nokias regional distribution office is at Sarkhej, Ahmedabad which istotally handled by HCL Infosystems Ltd.

y As per as Nokias distribution channel is concerned, HCL only deals withdistribution where as in Toshiba Pvt. Ltd. Sales & distribution both are handled

by HCL Infosystems Ltd.


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TOSHIBA SALES AND SERVICE CHANNEL

Order Received at

Ahmedabad Office

Noida Corporate Office

Manufacturing Unit

Dispatching of Order

Delivery of Order at

Gandhinagar Office

Installation at Customers Place


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y After installation of machines company after 6 to 8 months free services.y Thenafter, company offer Annual Maintenance Contract (AMC) to customers.y

AMC is a contract under which machines are checked & serviced by companiesengineers each month and also checked it whenever problem arises.

y E-studio 282 ,AMC = 18000 + 10.30% (Service Tax) = 19,854. Actual Cost Rs.2,25,000.

y AMC holder customers have to follow a system to get their machine repaired orchecked.

y Customers have to register complain at head office Ahmedabad complain istransferred to respective offices of customers place.

y Ex. If in Sachivalaya, Road & Building Department has problem in their machinethen they register complain at Ahmedabad & Ahmedabad office transfer it to

Gandhinagar Office.

y Toshiba and HCL Infosystems Ltd. Achieve great successes in India same as Nokiaand HCL Collaboration.

y Recently, Toshiba also announce to extend their corporate relationship with HCLInfosystems Ltd.


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OTHER PARTNERSHIPS WITH COMPANY

Following Companies have different partnership with HCL Infosystems Ltd.


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NOKIA-HCL RELATIONSHIP


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LIMITATIONS:Every project has some limitations even the researcher came across some

limitations whileworking on the project which made the analysis a little inappropriate at

times. Some of thebasic limitations faced during the Channel analysis are listed below:

y Most of the Analysis was based on cold calls.y Company gives too much emphasis on sales and distribution reduction.y The Channel analysis is based on Gandhinagar market.y At the time of project several time most of the Administrative officers were not aware

about contemporary scenario of Marketing channel.

y Companys Annual Maintenance Contract system does not produce effective results,though it is very important part of its marketing Channel.

y Scarcity of engineers increases number of complains and reduce customer satisfactionlevel.

y Inadequate knowledge of engineers about companys marketing channel causes manyproblems for them.


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Suggestions / Recommendations:y HCL is having large number of channel partners but it is not supporting & taking care

all of them equally which results in increasing discontentment among new channel

partners because its not possible for company to support all of them equally.

Company should take some positive action against it.

y Company executive should pay proper attention towards checking of variouscomponents of equipments before end user delivery. Otherwise it tends towards

defame of brand name in comparison to rivals.

y Company should hire more number of Engineers as it helps to reduce thedepartmental work and increase customer satisfaction level.

y Need to expend customer care center as the consumer base of HCL Infosystems isincreasing with tremendously fast pace.

yProper attention should be paid for advertisement planning otherwise it may lead toproblem for dealer and customer as well as for company.

y Company should tie up with some event management company to organize variouspromotional activities like canopy, Carnival.


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Conclusion:HCL infosystems Ltd. (Office Automation), Gandhinagar Works is trying its best

to deliver sales and services as well as to earn reasonable profit. But with the goal of

earning profit, they also take care to total sincerity of employees as well as customers. In

several aspects, they are very cognizant in timing, quality assurance and World Class

services. They give their full freedom to make free from communication with their

superior and provide them all basic facilities.

Company is trying hard to fulfill customers demand and also concentrate on after

sales services by Annual Maintenence Contracts.

On the other side, company also faces tough competition from other major

players. Company adopts excellent marketing channels and strategies. It is no extra

generation to say that after 35 years of establishment, it becomes Dark Horse of Indian

I. T. industry.


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Bibliography:WEB SITE REFERENCE :

www.hclinfosystems.com www.nokia.com www.toshiba.com www.hclofficeautomation.com www.economictimes.com www.businessstandard.com www.emeraldinsight.com/journals.htm?articleid=852815&show=pdf http://www.jstor.org/stable/1250676 https://www.oppapers.com/join.php

NEWS PAPER REFERENCE : Business Standard The Economic Times

BOOK REFERENCE :Marketing Management By Philip Kotler (12

thEdition)


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