Chapter 1

1
INTRODUCTION

SALES PROMOTION:

According to the Institute of Sales Promotion, "Sales Promotion comprises that range of
techniques used to attain sales or marketing objectives in a cost effective manner by adding
value to a product or service either to intermediaries or end users, normally but not
exclusively within a defined time period. Almost every Company uses Sales Promotion
techniques at some stage of the product life cycle since sales promotion techniques provide
a strong incentive to BUY!

Generally, there are 3 modes of Sales Promotion -

 Consumer oriented
 Sales force oriented
 Retailer oriented

Advantages for Producers and Manufacturers:

 Entering New Markets - Sales Promotion campaigns enable manufacturers to

capture new markets.
 Controlled Expenses & Measurable Results - Producers have direct control over
sales promotion campaigns and this enable them to make sure that there are no undue
wastages in the process!
 Increased Sales - Sales promotion techniques have favorable effect on the sales of
products. Companies enjoy increased demands for their products while such
campaigns are running.

Advantages for the Sales Force:

 Sales promotion campaigns make the job of the sales team much easier. Thanks
to the offers and sales, customers are positively inclined towards buying a particular
product.

2
 Some of the commonly used Sales Promotion tools include:

 Free Samples, Coupons, Lucky draws, games and contests, Cash Refund offers, Free
Trials, Tie In Promotion, Point of Purchase Displays etc

Tools of Sales Promotion

1. Various tools are used in conjunction with sales promotions.

Sales promotions are short-term marketing techniques used by a manufacturer for a specific
purpose, like increasing market share or to encourage sales during off-peak periods. Sales
promotions are often one component in an advertising or marketing campaign. A variety of
sales promotion tools are available, such as price reductions, product giveaways and special
trial periods.

1. Free Samples

Free samples are a no-risk way for a customer to try a new product before making a buying
decision. A common method used by manufacturers is to send a small package of a new
laundry detergent to households via postal mail. The manufacturer typically includes coupons
as a way to encourage purchases in the future.

Promotional Periods

A promotional period allows a customer to use a product for free for a specified period of
time, such as 30 days. Television infomercials use promotional or guarantee periods as an
inducement to purchase a product. If the buyer takes no action to cancel the purchase or
return the product during the promotional period, the customer is billed automatically or a
charge is made to her credit card.

Point of Purchase Displays

Point of purchase displays is used in retail stores to catch the attention of a shopper. The
selected products may be sale items but may also be seasonal or high-demand merchandise.
The displays are built in a prominent location such as on an aisle end or at the front of the
store near the entrance. The store may also place signs at the product's normal shelf locations.

3
 Sales

A sale is a reduction in the price of a product for a specified period of time. Sales are used by
manufacturers to gain new users or to increase market share. They also generate traffic in a
retail establishment. Sales can result in off-season purchases that normally would not occur,
such as a hardware store offering snow blowers at 50 percent off in the middle of summer.

Rebates and Coupons

Rebates provide customers with a return of their purchase price, such as when a cell phone
manufacturer offers a mail-in rebate for the purchase of a new phone. Coupons provide a
reduction in the price of a product and are applied during the sales transaction. Coupons can
be found in newspaper supplements or even on product packages.

The Role of Sales Promotion in Promoting Business Development Sales promotion is

especially effective for encouraging high-volume purchases Along with advertising, personal
selling and public relations, sales promotion is one of the four basic tools available to
marketers to communicate the benefits of their business to target consumers and persuade
them to buy. But sales promotion can be more effective than the other tools in helping to
drive immediate, high-volume purchases.

1. Incentives

A prospective client may have a favorable impression of your business, but feel no urgency
about taking action. Without an incentive to make a purchase, he may be lured away by a
competitor or forget what you offer. Many sales promotion devices create incentives to act
right away. Common examples include limited-time-only price discounts, or buy-one-get-
one-free deals. In many industries, customers can also be incentivized by loyalty programs
that reward them for buying frequently or in large quantities, or both.

Excitement

Another purpose for sales promotion is to attract attention and create interest. Techniques like
contests or sweepstakes can set your business apart from competition and build excitement
around the chance to be a winner or just to join in a distinctive event. For example, buyers

4
who would overlook a traditional display at your industry's trade show might be eager to visit
a booth where they could take part in a drawing for a car.

Consumers and Trade

Some sales promotion devices are primarily intended for household consumers. Two of the
most common are discount coupons delivered to people's mailboxes or cell phones, and small
gifts with a purchase, known as premiums. But sales promotion also can help to build
distribution among trade buyers. For example, wholesalers might order in larger volume than
usual if you offer a rebate. Retailers might feature your brand in prime store locations in
return for a subsidy called a merchandising allowance.

Integration with Other Tools

To maximize the value of sales promotion, its features and timing should be carefully
integrated with other promotional tools. For example, while sales promotion and advertising
messages need not be identical, both must use images and spokespersons relevant to the
target. Contests and sweepstakes can be featured in publicity. Personal salespeople should be
well informed about sales promotion devices like loyalty reward programs, so as to reinforce
their value and encourage participation.

5
Objectives of the Study

The present study has been undertaken with the following objectives.

 To find out & Study different marketing and sales promotional strategy
adopted by HP laptop.
 To know to which promotional strategy the consumer are giving more
response.
 To find out the reason for decreasing/ increasing the sales of HP products.
 To find out the competitive market for HP products.
 To find out the effectiveness of sales promotion program in term of growth
over a period of time.
 To find out the reasons of failure of marketing strategies if any
 To suggest some selective measure to improve the effectiveness of sales
promotion strategies

6
 HYPOTHESES OF THE STUDY

A hypothesis is an assumption, an idea that is proposed for the sake of argument

so that it can be tested to see if it might be true.

 Effective Sales promotion leads to increases the sale of Hp laptop.

 Quality and features is the most important factor for the sale of laptop.

7
 SCOPE OF STUDY

 It will help to identify the customer perception towards HP products.

 It will help to understand the effectiveness of sales promotion program.
 It will helpful to develop some new sale promotion strategy on the basis of data
explore.
 This project also helpful to analyze the other major competitor present in market
and their respective market share.
 This project gives a SWOT analysis of HP LAPTOP from market as well as
customer point of view.

8
LIMITATION OF THE STUDY

Preparing this project report, still there were some limitations. These limitations are
unavoidable. Some major limitations which I faced while preparing this project are as
follows:
The main limitations of the study are:-

 The study is based on only in the Nagpur City.

 The time period for completing the project is limited.

 Study may not fully represent the whole population.

 I was able to interact and analyses only 150 respondents which were very less to
know about perception of people in current market.

 Some respondents showed unwillingness in responding the questionnaire due to time

factor.

 Some respondents were not able to fill the questionnaire properly.

 Owing to their pre perception some customers were unable to give a appropriate
answerer.

9
METHODOLOGY OF STUDY :
Research is a careful investigation or enquiry especially through search for new facts in any
branch of knowledge.

RESEARCH DESIGN:

“A Research Design is the arrangement of conditions for collection and analysis of data in a
manner that aims to combine relevance to the research purpose with economy in procedure”.

Generally the Research Design can be conveniently described in 3 ways. They are,

 Research Design in case of exploratory research studies.

 Research Design in case of descriptive and diagnostic research.
 Research Design in case of hypothesis-testing research studies.
 The present study is of descriptive study.

SOURCES OF DATA

The sources for collecting the data are from both

● Primary Method

● Secondary Method

PRIMARY DATA

The Primary data are those which are collected afresh and for the first time, and thus happen
to be original in character. The tools for collecting this primary data are by two types namely
Interview Method and Questionnaire Method.

SECONDARY DATA

The Secondary data are those which have already been collected by someone else and which
have already been passed through the statistical process in the company.

10
SAMPLE SIZE

All items in any field of in query constitute a ‘universe’ or ‘population’. A finite subset of the
population gives a sample.The statistical units in the sample are called sample units. The
number of units in the sample is called the size of the sample. The brand awareness towards
the HP Laptop, 150 consumers & 50 retailers, distributers has been randomly selected from
the Nagpur city only.

SAMPLING PROCEDURE

Sampling is the selection of group with a view to obtain information about the whole is group
of persons that represents particular community. The sampling method used was random
sampling. This sampling method was used because of lack of time and lack of through
knowledge about the universe. The sample size. 150 consumers & 50 retailers,

SAMPLING TECHNIQUE
● Simple random sampling

RESEARCH INSTRUMENTS
1. Personal interviews: Schedulers where administered personally for Collecting the data.

2. Questionnaire : The questionnaire comprises of open ended questions and closed ended
questions.

STATISTICAL TOOLS USED

● Bar charts

● Pie-charts

●Tables

11
Chapter 2
COMPANY PROFILE

Profile of the organization

Type: Public
On the web: http://www.hp.com
Employees: 349,600
Employee growth: 7.7%

HP wants to be "it" when it comes to IT. Hewlett-Packard

provides one of the tech world's most comprehensive
portfolios of hardware, software, and services. Products include PCs, servers, storage devices,
printers, and networking equipment. Its services unit provides IT and business process
outsourcing, application development and management, consulting, systems integration, and
other technology services. HP's software products include enterprise IT management, data
management, business intelligence, and carrier communications applications. The company
markets to consumers, businesses, governments, and schools worldwide.

Key numbers for fiscal year ending October, 2011:

Sales: $127,245.0M
One year growth: 1.0%
Net income: $7,074.0M
Income growth: (19.3%)

Officers:
Chairman: Raymond J. (Ray) Lane

(Hewlett-Packard Company, Palo Alto, CA, www.hp.com) The world's largest computer
company. HP was founded in 1939 by William Hewlett and David Packard in a garage behind
the Packard's California home. Its first product, an audio oscillator for measuring sound, was the
beginning of a line of electronics that made HP an international supplier of electronic test and
measurement instruments. Walt Disney Studios, HP's first big customer, purchased eight
oscillators to develop and test a new sound system for the movie "Fantasia."

13
HP entered the computer field in 1966 with the 2116A, the first model of the series named HP
1000 a few years later. The 2116A was designed to gather and analyze the data produced by HP
instruments. Lasting nearly four decades, HP 1000 computers were used for process monitoring
and control, alarm management and machine monitoring.

In 1972, HP branched into business computing with the 3000 series, a multiuser system that
became well known for its high reliability, especially for that time. The successful 3000 family
has continued to be one of HP's major computer series. Also in 1972, HP introduced the first
scientific handheld calculator, the HP-35, obsoleting the slide rule and ushering in a new age of
pocket-sized calculators. In 1982, the first HP 9000 workstation was introduced.

HP's first personal computer was the Touch screen 150, a non-standard MS-DOS computer that
gained only modest acceptance. In 1985, it introduced its first completely IBM-compatible PC,
the 286-based Ventra model and has offered a variety of laptop and desktop PCs ever since.

In 1984, HP revolutionized the printer market with its desktop LaserJet printer, which has set the
standard for the industry. HP continues its leadership in this area with routine advances in
resolution, speed and price. It has become a formidable contender in desktop and network
printers.

In 1986, it introduced Precision Architecture, a RISC-based architecture for its 3000 and 9000
series product lines, which proved very successful. In 1989, HP acquired Apollo Computer, a
workstation manufacturer, and combined technologies to become a leader in the field of Unix-
based workstations.

HP sells over 10,000 different products in the electronics and computer field and has gained a
worldwide reputation for its quality engineering. In 1999, HP spun off its test and measurement
divisions into a new company named Agilent Technologies. The business units involved grossed
nearly $8 billion in 1998 and employed 45,000 people worldwide. Agilent is headquartered at
395 Page Mill Road, the site where Hewlett and Packard constructed their first building in 1943.

In 2002, HP acquired Compaq Computer. Since Compaq had acquired Digital Equipment
Corporation in 1998, the Compaq acquisition resulted in HP absorbing its major competitor

14
going back to the early days of minicomputers and lasting for many years. In 2008, the company
acquired EDS, the largest computer services company in the U.S., creating a behemoth of more
than 300,000 people worldwide .

In 2011, HP acquired Palm and began to develop the Touchpad tablet computer based on Palm's
webOS (see Touchpad). In August 2011, HP announced it would spin off or sell the Personal
Systems Group, the $40 billion division that makes PCs. After a change of management, the
company reversed its decision to eliminate the PC division.

President, CEO, and Director: Margaret C. (Meg) Whitman

Media Relations Contact, Workstations, Personal Systems Group: Jim Christensen
Corporate Objectives

Customer loyalty
We earn customer respect and loyalty by consistently providing the highest quality and value.
Profit We achieve sufficient profit to finance growth, create value for our shareholders and
achieve our corporate objectives.
Growth
We recognize and seize opportunities for growth that builds upon our strengths and
competencies. .
Commitment to employees
We demonstrate our commitment to employees by promoting and rewarding based on
performance and by creating a work environment that reflects our values.
Leadership capability
We develop leaders at all levels who achieve business results, exemplify our values and lead us
to grow and win.
Global citizenship

We fulfill our responsibility to society by being an economic, intellectual and social asset to each
country and community where we do business.
Market leadership
We lead in the marketplace by developing and delivering useful and innovative products,
services and solutions
15
 Fast Facts:

HP was incorporated in 1939.

Corporate headquarters are in Palo Alto, Calif.

Meg Whitman is president and CEO.

HP is a Fortune 11 company, with $127.24 billion in revenue, generating operating

Income us$ 9.677 billion organic growth for fiscal in year 2011.

Technology Leadership:

HP's three business groups drive industry leadership in core technology areas:

The Personal Systems Group: business and consumer PCs, mobile computing devices and
workstations
The Imaging and Printing Group: inkjet, LaserJet and commercial printing, printing
supplies, digital photography and entertainment
The Technology Solutions Group: business products including storage and servers,
managed services and software.

Growth:
HP is focused on three technology shifts that have the power to transform our customers'
lives and businesses.
Next-generation data center
always on, always connected mobile computing

Ubiquitous printing and imaging.

16
Revenue by segment, fiscal year 2010

Personal 35%
Systems Group

Imaging & 27%

Printing Group

Enterprise 18%
Storage &
Servers

HP Services 16%

Software & 2%
Other

HP Financial 2%
Services

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Revenue by region, fiscal year 2010

Americas 42%
(Canada/Latin
America 9%,
United States
33%)

Europe, Middle 41%

East and Africa

Asia Pacific and17%

Japan
Revenue
Periods 2010 2011

January 31177.0 32302.0

April 30849.0 31632.0

July 30729.0 31189.0

October 33278.0 32122.0

Note: Units in Millions of U.S. Dollars

18
Earnings Per Share

Periods 2010 2011

January 0.92707 1.17026

April 0.91438 1.05495
July 0.74621 0.92596
October 1.10492 0.1192

Note: Units in U.S. Dollars

Our goal is to be the world’s leading Technology Company. We will achieve this by:

 Creating better ways to use technology solutions

 Achieving operational excellence, efficient cost structures and a world-class sales model
 Developing products and services that capitalize on three key industry trends:
o Next-generation data centers
o Always-on, always-connected mobile experiences
o Ubiquitous digital printing and imaging

We are pursuing our goal through a strategic framework that includes efficiency and targeted
growth, supported by a capital strategy that aligns people and development spending with our
goals.

19
 History of the organizing

Hewlett-Packard is a Technology Corporation located in California that was founded in 1935

by Will Hewlett and Dave Packard in a garage in Palo Alto. They formed the corporation
based on an arrangement with a professor at Stanford College. In 1947, they incorporated the
business. In 1957, the corporation went public.

The founders derived the name. The interesting fact is how exactly the name was decided
upon. Will and Dave could not agree on whether the name should be Hewlett-Packard or
Packard-Hewlett. They finally agreed to flip a coin to name their company. So simply the
flipping of a coin produced the name of the largest technology company in the world.

HP originally focused their efforts on creating a wide range of electronic products for
industrial and agricultural use. They eventually focused on high quality electronic test
equipment. This focus was continued well in to the 1990s.

HP made a name for them by making products that was the top-of-the line quality equipment
with features that were more accurate, sensitive, and precise than those of their competitors.
This technology breakthrough created a name within many industries as a brand to trust and
use.

One of most popular creations of HP is the precision audio oscillator, the Model HP200A. HP
was innovative in producing a small light bulb as a temperature dependent resistor in a vital
portion of the circuit. The new method of their product allowed HP to sell the component for a
cheaper price then other competitors. To this day, this is one of longest selling basic electronic
designs ever created.

One of their products is called the Model 200B oscillator. The Walt Disney Company
purchased The Model 200B and installed in theatres for the surround sound systems used in

20
their production of the movie Fantasia.

With the creation of their products, a formula was designed to name the products. By
introducing, the naming product started the currently used pattern of the numeric alpha names.
An example of this process is a first test product would be called 100A, the proceeding
products, as updated and upgraded would then be named 100B, using letters up to E for
names. This process of naming product lines is also used with supplies, accessories, software,
and components.

In the early 1960’s, HP began producing a range of semiconductors used mainly for internal
use in instruments and calculators. HP joined forces with Sony in Japan to develop several
high quality products. This venture was not profitable since the costs were too high. The joint
venture did lead to a partnership with Yokogawa Electric as a result. In 1999, HP bought the
shares of the partnership to become the full owner of the partnership.
HP began to experiment with the concept of specialized digital equipment such as the
microcomputer. This design was used for over 20 years and managed to survive several
attempts to replace the design. With this experiment was created the basis for the Intel x86
processor which is still the design used today.

In the 1970’s came the creations of the business computer server. The HP 3000 server was
only retired recently and replace with newer technology. The HP 2640 series of smart and
intelligent terminals was the founding creation for the ASCII terminals and the currently used
screen labeled function keys used on gas pumps and bank ATMs. Although at the time this
process was thought to be a lost cause, it projected HP past IBM as the world’s largest
technology vendor in sales terms.
The HP name has gained recognition for the quality of their products and services, which
surpass standards of their competitors in the majority of every market.

Hewlett-Packard, also known as HP, specializes in developing and manufacturing computers,

storage, and networking hardware, software, and services. The major parts of their product
line include personal computers, devices, and printers, imaging products such as cameras,
storage devices, and medical electronic equipment, to name a few examples.

21
 With modest beginnings, the company is now the largest technology company in the world.

BOARD OF DIRECTORS

Marc L. Andreessen Lawrence T. Babbio, Jr. Sari M. Baldauf

Director since 2009 Director since 2002 Director since 2006

Shumeet Banerji Rajiv L. Gupta John H. Hammergren

Director since 2011 Director since January 2009 Director since 2005

Raymond J. Lane
Executive Chairman since 2011

22
 AN OVERVIEW OF LAPTOPS INDUSTERY

The Global Laptop Industry

Industry Overview and Analysis
A laptop computer is a small, portable computer that is small enough to sit on a person’s laptop.
While the personal computer (PC) industry began in the early 1970’s, it was not until 1981
that the first commercial portable computer - Osborne 1 - became available . The next
big event in the history of laptops came in the summer of 1995, after which Microsoft
and Intel became the standard for the software (Windows) and hardware (Intel processors) used
in laptops.
Over the past fifteen years, the increasing price-performance ratio, consumer preferences
for mobility as well as increased hardware life has resulted in higher growth of laptops than
desktops since 2004 (Figure 1). Datamonitor forecasts that the global PC industry is projected to
grow at a compound annual growth rate (CAGR) of 5.4% in market value during 2007-
2012 , with laptops (a sub-segment) being the major contributor to its growth. This
growth is down from the 7.6% CAGR for 2003-2007 [3], in part due to the slowing economy. In
addition to the economy, the laptop segment is expected to face increased competition from both
new devices and technologies. Smart phones (iPhone, Blackberry, Palm Pre) and Mobile Internet
Devices (Nokia N800 Tablet) are starting to compete with laptops due to features such
as gaming, internet access and enterprise applications.
Changes in demand and new technologies will continue to alter the outlook for the
laptop industry in the coming years. New demand for low cost ultraportable laptops – called
netbooks – has created new competitors like ASUSTek as well as forced companies to change
their business models to succeed. New technologies such as cloud computing [4] and
hosted virtual desktops (HVDs) [5] may change the requirements of the laptop industry,
from powerful stand-alone laptops to less-powerful wirelessly networked laptops. This will
likely affect the profitability of existing manufacturers. The focus in this analysis is therefore on
the macro- and micro- factors affecting the global laptop PC manufacturers. Since the laptop

23
industry represents a segment of the broader personal computer (PC) market, data regarding
the PC industry is also relevant in the analysis of the laptop industry.
Competitors and Industry Key Factors
The global PC market, including the laptop (portable) segment, is dominated mainly by the five
top competitors: Hewlett-Packard (HP), Dell, Acer, Lenovo and Toshiba in descending
order [15], and together they constitute approximately 60% of the total market share
(based on units shipped). In the top 10, Apple has been gaining market share compared
to Windows PCs and laptops, mainly due to its positive brand reputation. In terms of global PC
volume, HP is the leader (18.9%, 2008) followed by Dell (15.5%, 2008). Due to the netbook
segment, Taiwanese companies such as ASUSTek and MSI have increased their market share
tremendously over the past two years [16]. In order to remain competitive, all of the top
manufacturers share certain characteristics, or key success factors (KSF). Efficient production
and distribution capability is one of these key success factors. Due to the reduction in
ASPs of laptops (and PCs), the industry is becoming more commoditized. Therefore the
primary means to reduce production costs lies in process improvement from procurement
to production and supply chain. This is possible by exploiting the benefits from mass
production: more bargaining with suppliers, better global distribution networks, cheaper
production facilities in foreign countries, etc. Innovation and the ability to identify
consumers’ needs are key success factors as well. Moreover, the effect of these success factors
has led to a consolidation in the computer industry, with the largest firms becoming bigger. For
instance, the top five firms which represented 50% of the market share in 2007 now account for
60% in 2008. (Figure 8) [9]

24
 MARKET SHARES OF VARIOUS MEASURE PLAYERS IN THE INDIAN
LAPTOP ( 2001-2011)

HCL
Compaq
8.4% Zenith

7.9% IBM
Acer
57.5% 7.0%
Hewlett-Packard

4.2% Wipro
3.7% Vintron
Siemens Nixdorf
1.0% 3.5%
1.6% 3.3% Dell
1.9%
Others*

25
CHAPTER-3
26
 THEORETICAL
BACKGROUND

One of the most difficult marketing decisions facing companies is how much to spend on
promotional John Wanamaker, the departmental - store magazine, said, "I know that half of my
advertising is wasted but I don't know which half."
Thus it is not surprising that industries and companies vary considerably in how much they
spend on promotion. Promotional expenditures might amount to 30-50% of sales in case in
cosmetics industry and only 10-20% in the industrial equipment industry. Within a industry, a
low and high spending companies can be found. In this a specified sales percentage is decided
for the promotional budget Advantages of this method :
 First, its use means that promotional budget vary with what a company can afford.
 Second, it encourages the management to think in terms of the relationship among
promotion costs, selling price, and profit per unit,
 Third, it encourages the competitive stability to the extent that competing firms spend
approximately the same % of their sales on promotion.
Inspite of the advantages, the % sales method has little to justify it. Its reasoning is circular : It
views sales as the determiner of the promotion rather than as a result. It leads to budget setting
by availability of funds rather than by marketing opportunities.

27
• Competitive Parity Method :
Some companies set their promotional budget to achieve share-of-voice parity with other
competitors. Two arguments are made in support of competitive parity method. One is that the
competitors expenditure represents the collective wisdom of the industry. The other is that
maintaining a competitive parity helps prevent promotional wars.

Neither argument is valid. There are no grounds for believing that competition knows better what

should be spent on promotion.

• Objective and Task Method :

The objective & task method calls upon marketers to develop their promotion budgets by

defining their specific objectives, determining the task that must be performed to achieve these

objectives, and estimating the cost of performing these tasks.

Deciding on the promotion mix :

Companies face the task of distributing the total promotion budget over the five promotional

tools :

• Advertising

• Sales Promotion

• Public Relations and Publicity

• Sales Force

• Direct Marketing.

Whatever method a company adopt for promoting its product it must be from above mentioned

method.

28
 What is Sales Promotion ?
Promotion is the final element in the marketing mix. After the nature of product is decided, its

price fixed and the methods of distribution decided, the manufactures has to take effective steps

in meeting the consumers in the markets. In the present consumer oriented markets it is the duty

of manufacturers to know what is required by the consumer. It is also their duty to make the

customers know where, when how and at what prices. The products would be available.

Meaning of Promotion
The term promotion is the term and includes mainly three type of sales activity :

1. Mass impersonal selling methods (Advertising).

2. Face to face personal selling (Salesman ship).

3. Activities other than personal selling and advertising such as point of purchase display

(P.O.P.) show and exhibitions, demonstrations and other non securing selling efforts. This form

of activity is called ‘Sales Promotion’.

There are two type of promotion blends :-

1. Pull Blend.

2. Push Blend.

Both of these are closely related to the channel of Distribution.

1. A pull blend is one in which mass impersonal, sales efforts are given the greatest emphasis.

The purpose of pull blend to pre-sell to the final consumers. So that they demand the product at

the retail level of distribution. The firm adopting this strategy would spend more on advertising

and sales promotion rather than in personal selling. These efforts pull down the product from the

manufacturer.

29
2. A push blend emphasizes personal selling. Naturally firms adopting this method develop a

strong sales force at both the distributor and the dealer level. This method would tends to push

the product through the channel of distribution.

Promotion and Selling

The term promotion is very often used as a synonym for selling. But selling is a narrow term

which includes only transfer of title or personal selling. Promotion on the other hand is broader

in its outlook and includes a variety of activities used ultimately for increasing sales volume.

Promotion and Sales Promotion

Similarly the terms sales promotion can not be taken to mean what is commonly does. Sales

promotion, is only a part of the promotion. Basically promotion is an "exercise" in information

persecution and influence. Promotion has come to mean the over all co-ordination of advertising

selling, publicity and public relations. Promotion is a helping function designed to make all other

marketing activities more effective and efficient. But sales promotion as such helps only the

selling activity still, there exit same difference of opinion on the real connection of the term sales

promotion.
Sales Promotion and Advertising
There is no universally accepted distribution between these two terms. To same advertising
includes all forms of mass media communication directed towards influencing the end consumer.

Sales promotion on the other hand, includes the form of mass communication directed towards

information and influencing the channel of distribution (e.g. distributors, retailers etc.). Hence a

price of product literature distributed by retailers in sales promotion. These sales promotion

merges on one side in to advertising and on the other in to personal salesman ship. It is

concerned with the dissemination of information to whole salers, retailers, customers (both actual

and potential, and to the salesman).

30
Sales promotion is concerned with the creation. Application and dissemination of material and

techniques that supplement advertising and personal selling. Sales promotion makes use of direct

mail, catalogues, trade shows, sales contests, premiums, samples, windows displays and other

aids. Its purpose is to increase the desire of salesman, distributors and dealers to sell a certain

brand to make consumers more eager to buy that brand. Personal selling and advertising do

include prospects to make these decisions. Sale promotion provides an extra stimulus.

Sales Promotional at different levels

1. Sales promotion at Dealers Level :-

It may include various schemes some of which are discussed here.

(i) Advertising Materials :-

The advertising material prepared by the company such as store signs, banners, shelf signs, board

etc. are distributed to sub dealer for display purposes this is in fact a method of advertising.

(ii) Store Demonstration :-

In the promises of the whole saler or the retailer the products sales personnel will conduct special

demonstration for the companies product. A personal demonstration is good to introduce a new

product at its peculiar advantage can be high lightened and the consumer’s doubt clear. It can be

used to restimulate an old product. A good demonstration with a great dealer of action will draw

heavy crowds in to the store and will attract attention to the product.

(iii) Special Display and Shows :-

These are in seasonal in character but could be arranged in an elaborate manner and for all the

products of an company. Usually these are arranged along with trade fair and exhibition. Besides

effecting sales these shows impress the company’s name generally on the public.

Sales promotion at consumer’s level

The various schemes of sale promotion at Consumer’s Level may include.

1. Coupons (A Chit of Stated Value) :-

31
These are given directly to the consumer these coupons are in most cases kept inside the

package. The consumers many receive a price reduction of the stated values of the coupon at the

time of purchase. The retailer receives reimbursement for the value of the coupon form the

manufacturer. Coupons act as a short run stimulus to the sale of the product, since they are

directly tied with the purchase of the item. They encourage the retailer to stock the product.

What is important is that a coupon offer does not spoil the named price of the brand nor does it

un pair the margin of the dealers. But it is not easy to measure the effectiveness of a coupon

offer. One over knows how many customer would have bought the product without the incentive.

It is also difficult to find out how many customers were held after the coupon offer expired.

2. Price-off-offer (Also known as bargain offer price packs) :-

This offer is intended to stimulate the sales during a slump season. In this method the customer is

offered a reduction from the printed price list. It is also used when a substitute for competing

product enters the market.

Many experts on sales promotion fed that ‘Off Schemes’ are among the weaker and less

desirable methods of promotion. These can be trade resentment particularly when the retailer

raises the price to retain his margin. Secondly that is not conductive to building up brand loyalty.

Consumers may simply shift to the products that offer this scheme.

3. Samples :-

In the hope of converting a prospect into a customer a sample (Some quantity of the product)

may be given. This helps the consumer to verify the real quality of the product. Various pair

manufacturing companies offer this method. For developing brand loyalty this method is quite

useful. Sampling is a fast method of demand creation because one knows the result as soon as the

consumer has had time to use the sample and buy the brand.

32
Disadvantage of Sampler :-

Offering sample in quit expensive. There is the cost of producing samples. The distribution costs

are also high. Sample have to be mailed to potential customers or to be distributed through retail

shops. There are also problems when the real product does not resemble the sample supplied.

4. Money Refund Offer :-

An offer usually stated on the package is that manufacturers will return with in a stated period

part or all of the purchaser’s money if he is not completely satisfied with the product.

5. Trading Stamps :-

A premium in the form of stamps is given by the sellers to consumers while selling goods. The

number and value of stamp that the buyer receives depends on the values of the purchase. These

stamps are redeemable through premium catalogues at the stamp redemption centres.

6. Buy-Back Allowance :

This an allowance following a previous trade deal not offer a certain amount of money for new

purchases based on the quantity of purchases on the first trade deal. It extends the life of a trade

deal and helps to prevent part deal sales decline. It greatly strengthens the buyer’s motivation to

co-operate on the first deal.

7. Premium :-

There are various forms of premiums provided by the manufacturer as sales promotional devices

(a) Coupons are supplied for effecting price reductions.

(b) Factory in pack premium these are popular in the case of Body food and Tin food items,

Spoons, Cups, Measuring, Glass etc. and such other items are packed with the product in the box

itself. Factory in pack premium are particularly goods for product meant for children. The Binaca

33
Toothpaste packs contain animal shape toys. These are very attractive and qutie popular among

the children.

(c) Self Liquidating Premiums :-

The cost of the premium is collected from the buyer himself. But when the buyers pays for it he

has to pay only a considerably low price for the premium. This is possible for the manufacturer

purchases the items in bulk at a premium and his cost per unit as is substantially low.

Other Steps by Manufacturer for Promoting Sales

Dealers can be helps in different ways :-

1. Communicating Market News :-

Often this service is reciprocal the manufacturer may acquaint his dealer with the fact relating to

his production and prices while the dealer may familiarize him in return with the information

bearing on charges in the consumer's demand, their like and dislike complaints and criticism,

substitutes etc.

2. Inviting to Sales Conference and Convention :-

The gestures of regard and respect pave the way for better relation and co-operation.

3. Offering Reasonable Terms of Sale :-

Of all the forms of encouragement, the monetary incentive evokes immediate response. Hence

every producer must offer the most responsible terms of sale such as longer periods of credit and

higher rates of descants.

4. Supplying suitable packages and useful things.

5. By taking the return back.

6. By furnishing them with sales literature and display materials.

Aggressive Selling

34
Meaning :-

Goods are produced for market. Manufacturers have to make efforts to sell all they produce.

When the manufacturers uses various sales efforts to obtain increased sales volume for his

product it is called aggressive selling or offensive selling. The sales efforts which a manufacturer

makes to retain his customers i.e. to protect his already established market against against his

competitors is termed as defensive selling. In contrast to this aggressive selling is concerned with

the sales efforts made with the express objective of selling more by expanding the market for the

product of the selling firm.

Aggressive Selling and Defensive Selling :-

Aggressive selling is based on the answer to the question how much does the firm gain (in term

of sales with profit) by using this method defensive selling is based on consideration as to how

much the firm will lose if it does not use this method increase of sales can be obtained from two

sources:-

1. New customers if the market is expending.

2. From the competitors i.e. those consumers who were purchasing similar product of

competiting firms, if the market for the product is static.

Acc. to H. Whitehead :-

"In case of an expanding market all the firm may stand to gain by following the methods of

aggressive selling but if the market is static manufacturer of a new market will have to be much

more aggressive to capture the established market of competitors".

When Aggressive selling is resorted ?

Usually manufacturer of a new product has to do aggressive selling :-

1. When the product has been improved.

35
2. When the manufacturer’s product is supervisor in quality to the product of the established

competitor.

3. When the total market for the product or line of product to expanding.

4. If the manufacturer’s share of the market is comparatively small.

5. If the manufacturer has unused production capacity with heavy investment in plant and

equipment he will like to develop the demand for his product rapidly so that demand for his

product is equal to the optimum production capacity of his plant ; and

6. When primary demand for a product must be created and provision must be made in the

channel of distribution to educate consumers regarding the new product and to instruct them in

its use.

Method of Aggressive Selling :-

Sales promotion efforts use for aggressive selling may be divided in two classes.

1. Trade Promotion.

2. Consumer Promotion.

1. Trade Promotion :-

Under trade promotion methods special incentives are offered to the trader to buy products of the

firm. Such incentive may take one or more of the following firm :-

(a) Cash Allowance :-

A definite percentage of discount is allowed on the purchase of given unit of a product.

(b) Extra Product :-

Instead of giving any cash allowance extra product is given with each unit of product ordered.

For instance if a box normally contains 20 Cakes of Soap, special box contains 25 cakes may be

made and sold at the same price as that of the box of 20 cakes.

36
(c) Gifts :-

Various gifts are awarded in return for an order of a particular magnitude.

2. Consumer Promotion :-

Under consumer promotion method special incentives are offered to the consumers to buy the

firms product. The more prominent amongst such incentives are as following.

(a) Coupons :-

A coupon of a giving value is sent to the consumer. By presenting this coupon to the retailer

consumers can purchase a particular product mentioned on the coupon at a reduced price. The

retailer sells the products mentioned. In the coupon to such consumer (consumers presenting the

coupons) under and agreement with the manufacturer at a price lower than the user retail price.

Thus the consumer get the benefit of reduced price to the extent of the value of the coupons.

(b) Self Liquidating Offers :-

Under this system, the firm offers an article at an attracting price if the consumer send a given

sum of money accompanied by a given number of box tops from the packages of a particular

product the benefit to the consumer is that he receives the articles at a bargain price.

(c) Bargain Packs :-

Under this system a product is sold at a reduced price for a short period Bargain pack method

encourages new consumers to try the product. It is also helpful in obtaining large displays in the

shops.

(d) Sampling :-

37
The method involves giving the product or a small quantity of the product to a consumer free

with the hope that the customer will be favourable impressed with its actual use and will

eventually become a regular purchaser of the product.

A firm selling new product or an extensively improved product finds this methods useful. Also a

firm whose market is hold by competitors whose free sampling almost expensive.

The above mentioned methods may be reinforced by adopting.

(i) Direct method of selling through.

(ii) Offer of door to door selling.

(iii) Hire purchase and installment payment methods of selling and by forming combination.

Other Methods of Aggressive Selling :-

(i) Employment of ‘Missionary Salesman also known as Promotional Salesman’. These salesman

call upon retailers and aggressively promote a product.

(ii) Instead of using wholesalers, the firm may develop its own sales force to call directly on

retailers.

(iii) The firm may follow a compromise method by employing a manufacturer’s agent and giving

him a large enough commission to encourage him to sell product intensively and aggressively.

(iv) New territory exploitation sales promotion has a particularly important role in developing

the company’s product in new territories.

(v) Increment and promotions.

(vi) Letters to dealer and Customer.

In fact, an ingenious sales manager can devise any number of incentives schemes for promoting

the sales volume.

38
CHAPTER-4
39
 DATA ANALYSIS
AND
INTERPRETATION

DATA ANALYSIS AND INTERPRETATION

The analyses are required to come on any conclusion. This analysis is made from the data
collected from the questionnaire, which is filled up by various types of people who are using
different laptops.

Q-1. Are you using laptop?

ANSWER RESPONDENTS In %
YES 115 76
NO 35 24

40
 Respondents

80%
70%
60%
50%
40%
30%
20%
10%
0%
Yes No Yes
No

INTERPRETATION:

 The main objective of asking this question is to find whether the respondent have ever used
a laptop or not even if they possess the laptop of their own or not. From this graph I found
that maximum respondent is using a laptop. Only few respondents are not using laptop.
It means laptop industry is growing day by day.

Q-2. Which brand of laptop do you prefer?

ANSWER RESPONDENT In %
H.P 49 33
Dell 58 39
Acer 18 12
Samsung 8 05
Toshiba 7 04
others 10 07

41
 40%

35%

30%
HP
25% Dell
Acer
20%
Samsung
15% Toshiba
Others
10%

5%

0%
HP Dell Acer Samsung Toshiba Others

INTERPRETATION:

 From this survey I found that most of the customer are using Dell laptop that is Dell is a
market leader in the laptop industry followed by HP . some small laptop company also
contribute a for few market shares.

3. Why do you prefer it?

Reason Respondents in no. Customer’s percentages

Adv. & promotional schemes 32 21%

Affordable Price 47 31%
More features 42 29%
Good service 26 17%
Others 03 2%

42
 Causes
2%

17% 21%
Adv. & Promotional
schems
Affordable price

More features

Good service
29%
31% Others

INTERPRETATION:

 In this question we got information about what are factor which influence the customers for
their purchase decision. Through the graph it is clear that, affordable price is more attractive
factor which is highly demand by customer’s .and then after followed by more features,
advertising and sales promotion schemes, good service were also very important while
making their final purchase decision but they contribute up to some extent

4. from where you get information about laptop?

Sources Respondent in no. Response

TV 87 58%
Internet 37 25%
Newspapers 18 12%
Others 08 5%

43
 Medium of information

5%

12%

Tv
Internet
Newspapers
25% 58% Others

INTERPRETATION:

 There are various sources to get the information about products and services .so from the
graph it is clear that for promoting a laptop TV plays a major role. After this internet is
another important medium for promoting laptop. Rest of medium also contributes up to
certain extent.

5. Comment on HP laptop.

 Asking this question I got the result as follows:

NO. OF USERS

Parameters Very poor Average Good Very good

Price 0 17 89 44
Quality 7 19 69 54

44
 Design 5 12 65 78
Warranty 11 20 30 89
Availability 0 10 45 95

100

80

60
Very poor
40 Average
Good
20
Very good
0
Price Quality Design Warranty Availability

INTERPRETATION:

 From the above graph we can evaluate that each respondents have given there view in the
Price,quality design,warranty & availability about various factors of HP laptop. And it
divided into three categorys like very poor, average,& good.so that according to the graph
price, quality,design,warranty and avilability is good factors of HP laptop.

6. According to you which promotional activity is more attracting?

Promotional activity Effects In %

Cash dividend 30 20
Free gift & goods 63 42
Jumbo or multiple packs 35 23
Scratching card 10 7

45
 Accessories 12 8

Promotional activity

50%

40%

30%
Cash divident
20%

10% Free gift &

goods
0%
Cash Free gift & Jumbo or Scratching Others Jumbo or
divident goods muktiple cards muktiple
packs packs
Scratching
cards

INTERPRETATION:

 In promotional activity there are various offers are given but as per survey I got
information that Free gift & goods is one of the good promotional schemes to attract the
maximum number of customers .rest of the promotional scheme that is cash dividend and
multiple pack is also good one to attract the some customer.

7. What are the attributes that influence you to decide which brand of laptop to keep?

Response Respondent number In %

Brand name 35 22
Warranty & service 46 31
Reasonable price 32 21
Quality & stability 10 07

46
 Promotional scheme 22 15

Mobility/portability 05 04

Different attributes

4%

15% 22%
Brand name
Warranty & service
7% Resonable price
Quality & stability
Promotional scheme
21% 31% Mobility/portability

INTERPRETATION:

 On the above graph the attributes that influence a retailers well as customer to keep a
particular brand of laptop is warranty & services which play a major role. Customers and
retailer is agree with this point.
 And then after brand name, reasonable price, quality & stability, promotional schemes
and mobility is also contribute to certain extent for increases the sale of laptops.

Q-8. According to you what are the factors that HP should improve to increase the sale of

Laptop?

 Asking this question I got the result as follows:

Answers Respondents In %

47
 Service 84 56
Availability 10 07
Price 20 13
Quality/feature 36 24

Service
60%
Availabi
50% lity
Price
40%
Quality/
30% Feature

20%

10%

0%
Service Availability Price Quality/Feature

INTERPRETATION:

 From the above data we found that most customers are agree with service factors that is
necessary for increase sale of any laptop
 Quality& features, Price, also important up to certain extent in increase in sale of laptop.

9. What are the different promotional strategies adopted by HP laptop?

ANSWER RESPONDENTS In %
Cash dividend & coupons 10 20
Free gift & goods 30 60
Scratching card 06 12

48
 Jumbo or multiple packs 04 8
all of these. 0 0

promotional strategies

70%
60%
50%
Cash divident &
40% coupons
Free gift & goods
30%
20% Scratching card
10%
Jumbo or multiple
0% packs
Cash Free gift & Scratching Jumbo or All others
divident & goods card multiple
coupons packs

INTERPRETATION:

 Above data indicate that free gift & goods is the major part of promotional strategy
adopted by HP
 Cash dividend, coupons & scratching card promotional strategy are also adopted by HP
up to some extent. But they are not as effective as free gift & goods.

10. Promotional strategy is mostly response by customers.

ANSWER RESPONDENTS In %
Cash dividend 12 24
Free gift & goods 32 64
Jumbo or multiple pack 04 8

49
 Scratching card 02 4

Pramotional strategy

70%

60%

50%

40%

30%

20%

10%

0%
Cash divident Free gift & Jumbo or Scratching card
goods multiple pack

INTERPRETATION:

 From the above graph mostly customers prefer free gift and goods promotional strategy
while cash dividend is also prefer by some customers other has no significant value.

11. Which Medium of sales promotion strategy mostly effective for laptop industries?

Response No of respondents In %
TV advertising 23 46

News papers 11 22
Outdoor advertising 03 06

50
 Internet 09 18

Magazine 04 8
Direct mail 02 04

Medium of promotion
50%
45%
40% Tv
35% advertising
30% News
papers
25% Outdoor
20% advertising
Internet
15%
10% Magazine
5%
Direct mail
0%
Tv News Outdoor Internet Magazine Direct
advertising papers advertising mail

INTERPRETATION:

 It is clear from above graph television is very effective medium for sales promotion
strategy in laptop industry
 News paper and magazine medium also contribute to certain extent in sales promotion
strategy.

12. According to you which company’s advertising are more creative and appealing?

Companies Respondents %
HP 12 24
Dell 17 34
Sony 15 30

51
 Acer 06 12
All of these 0 0
Others 0 0

Different companies

35%

30%

25% Hp
Dell
20%
Sony
15% Acer

10% All of these

others
5%

0%
Hp Dell Sony Acer All of others
these

INTERPRETATION:
 According to the above graph Dell advertisement is more creative and appealing which
occupy first position in the market according to survey.
 And then after Sony and HP laptop advertisement is second and third position in creative
and appealing.

13. What the reason is for increases the sale of HP Laptop?

Causes Respondents In %

Good services 24 48

52
 More features 12 24
Affordable price 08 16

Good looking 06 12

Causes

50%

40%

30% Good services

More features
20%
Affordable price
10% Good looking

0%
Good More Affordable Good
services features price looking

INTERPRETATION:

 From the above graph good service is most important reason for increases the sale of HP
laptop
 And more feature, affordable price & good looking is also some creative factors for
increase the sale of HP laptop .which also play a supportive role in the increase of sale of
HP laptop.

14. What is the reason for decreasing the sale of HP?

Causes Respondents In %

53
 Poor promotions 27 54
More price 16 32
Bad services 07 14
Others 0 0

Causes

60%

50%
Poor promotion
40%
More price
30% Bad services
Others
20%

10%

0%
Poor promotion More price Bad services Others

INTERPRETATION:

 From the above graph poor promotion is one of the reasons for decreasing the sale of HP
laptop
 More prices, is also causes to affect the sales of HP laptop. As compared to other laptop.

15. According to your opinion with respect to the laptop which is closest competitors of
HP?

Competitors Respondents In %

Dell 22 44

54
 Acer 06 12
Sony 10 20

Lenovo 05 10
Samsung 07 14

Others 0 0

Competators

45%
40%
35% Dell
30% Acer
25% Sony
20% Lenovo
15% Samsung
10% Others
5%
0%
Dell Acer Sony Lenovo Samsung Others

INTERPRETATION:

 From the above graph we can evaluate that major competator of HP laptop is Dell from
the retailers point of view
 Sony, Samsung & Acer also give some challengage to HP laptop.

16. To find out the effectiveness of sales promotion program in term of growth over a
period of time.

Year Growth
2004 45.44
2005 52.12

55
 2006 58.79
2007 62.42
2008 65.13
2009 65.1
2010 54.9
2011 61.49

$ Fiscal year revenue for HP laptop

Year wise growth

65.13 65.1
66 62.42 61.49
64
62 58.79
60
$ Billions Revenue

58 54.9
56 52.12
54
52
50
48 45.44
46
44
42
40
2004 2005 2006 2007 2008 2009 2010 2011

INTERPRETATION:

 In the above graph we it clear that every year HP was increasing their revenue since 2004
to 2011 revenue except year 2010 . there are multiple factor that contributing for
decreasing the revenue of HP LAPTOP like promotion, competitior,etc.

FINDING OF THE STUDY

56
  Majority of the respondents are aware about HP laptops.

 There are many other laptop manufacturing companies such as Acer, Dell, Sony, Lenovo,
and Toshiba which are also offer attractive features in a laptop such as new technology,
good design, and light in weight and even after sales service to consumers. This laptop
manufacturing companies are giving tough competition to HP in laptops.

 Majority of the respondents are not satisfied with the service, feature and quality of HP
and at the same time they are satisfied with, Price, design, and availability of HP.

 Majority of the respondents feels that latest technology is an important factor and they are
even ready to pay somewhat extra amount for that.

 Brand awareness plays a crucial role in purchase decisions.

 Consumers focus on convenient and economic factor while purchasing a laptop .

 Without sales promotion activity it is very difficult to sale the product.

 Through survey I found that Dell, Acer & Sony, are the closest competitor of HP.

 I also found that good service and poor promotion are the main cause of increasing &
decreasing of sales of HP.

CONCLUSION

57
As survey on sales promotion activity adopted by HP i.e. how much consumers are aware about
HP laptop. I have conducted a survey through questionnaire and got information about what
respondents feel about HP. From this survey

Following conclusion on the basis of analyses done:

 I have concluded that from the analyses that maximum of respondents have used
laptop at least once of any brand.

 Majority of the respondents thought that quality & price is most important while
purchasing a laptop.
.
 Majority of the respondents are aware about HP laptops.

 Different things came in the mind of consumers while hearing name of HP such
as Shahrukh Khan, quality, design, price, technology, speed, style HP tag line.

 Over all the HP’s market share is good.

 Some time HP promotional strategy is not effective so, that HP should make good
strategy against competitors.

 Quality & design of HP is good as compare to other brand of laptop.

 Except some times the sales of HP laptop is good.

SUGGESTION

58
  HP should undertake necessary steps regarding advertising and publicity of its product.
Without advertising and publicity they will not be able to create people aware about their
product and increase their sales.

 HP should also increase the availability of their product. Through this survey found that
respondents are not satisfied with the availability of HP.

 In laptop industry, every manufacturing company try to introduce something new features
and provide consumers what they want, it can be new technology or anything. It is
always challenging for any company to introduce something new and survive in the
market.

 They can also provide as many accessories as they can to attract consumers.

 More features low price & batter services are one of the factors to attract the customers.

 Warranty & service is also important factors which attract the customers.

BIBLIOGRAPHY

59
Book referred

Sr. Title Author Publication Edition

No.

1. Research C. R. Kothri New Age 2nd revised

Methodology International edition

2. Marketing Kelvin Keller Pearson Hall 12th edition

Management Publication

3. Marketing Arun Kumar, N Vikas 1st edition

Management Minakshi Publication
House Ltd

• Web site:

www.hp.com

 http://www.hp.com/us/en/hp-information/about-hp/history/history.html
 http://www.hp.com/us/en/hp-information/about-hp/index.html
 www.Industryweek.com
 www.marketingst

ANNEXURES

60
  Name of customer occupation
 Address __________________________________________
__________________________________________
 Phone No. ________________________________________
Q-01. Are you using laptop?
a) Yes b) NO..
Q-02. Which brand of laptop do you prefer?
a) HP b) Dell c) Acer
d) Samsung e) Toshiba f) other…….
Q-03. Why do you prefer it?
a) Adv. & promotional schemes b) Affordable price
c) More feature d) Good service
e) Others…..
Q-04. From where you get information about laptops?

a) TV b) Internet

d) Newspapers d) Others……..

Q-05. Comment on HP laptop.

COMMENTS Poor Avera Good Very

ge good
PRICE
Quality
Design
Warranty
Availability

61
Q-06. According to you which promotional activity is more attracting?

a) Cash dividend b) Free gift & goods

c) Jumbo or multiple packs d) Scratching card

e) Accessories

Q-07. What are the attributes that influences you to decide which brand of

Laptop to keep?

a) Brand name b) Warranty & Service c) Reasonable Price

d) Quality & stability e) Promotional scheme f) Mobility/portability

Q-08. According to you what are the things that HP should improve in their
Laptop?
a) Service b) Reasonable price
b) Availability d) quality or feature

62
 QUESTIONNAIRE FOR RETAILERS
Q- 01. What are the different promotional strategies adopted by HP laptop?

a) Cash dividend & coupons b) Free gift & goods

c) Scratching card d) Jumbo or multiple packs
e) All of these. f) Any other…….
Q-02. Which strategy is mostly response by customers?
a) Cash dividend b) Free gift & goods
c) Jumbo or multiple packs e) Scratching card e) others….
Q-03 which mode of advertising and sales promotional strategy does you thinks
Is most effective for laptop industry?
a) TV b) News paper c) Internet
d) Outdoor adv. e) Magazine f) Direct mail
Q-04 According to you which company’s advertising are more creative and
Appealing?
a) HP b) Dell c) Sony
d) Acer d) All the above e) Others…
Q-05 what is the reason for increases the sale of HP Laptop?
a) Good service b) More features
c) Affordable price d) good looking
Q-06 what are the reason for decreasing the sale of HP laptop?
a) Poor promotions b) More price
c) Bad service d) others….
Q-07 what is your opinion related to the laptop which is more competitors of
HP?
a) Dell b) Acer c) Sony
d) Lenovo e) Samsung f) other…..

63