Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
(PGDM)
Submitted To: -
Submitted By: -
Mr.Vivek Sriwastva
Anoop Kumar Gupt
GNIT COLLEGE OF MANAGEMENT, GREATER NOIDA.
Page 1
Faculty of GNITCM Roll:
0810110007
PGDM-II year
Content
3. Research Title 8
4. Introduction 9-10
ACKNOWLEDGEMENT
project.
I would like to thank Mr. Neeraj Mallik, (Area Sales Manager), and Mr. Vishal
Pandole (Account Manager), WIPRO for giving me the opportunity to carry out
this project at WIPRO who have extended their co-operation and help for
completion of the project. I would also like to thank all the staff members of
Lastly, I would like to thank my parents for being the guiding force
PERFACE
gives the feel about what is happening in life and industry around. It
planning for the market. This process is applicable to more than just
goods and services. I think that anything that can be researched – ideas,
Research Title
GNIT COLLEGE OF MANAGEMENT, GREATER NOIDA.
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Analysis of brand image and distribution
Delhi/NCR.
Introduction
Let me begin with a poser, what does Indian IT means to you..? Let me begin
with a poser, what does Indian IT means to Chances are that you’ve already
started thinking about our successes in the software exports arena. All the
tend to get agreed that software and services exports from the country have been
growing at an enviable pace, but the domestic IT market can also this. India is
one of the fastest growing IT markets in the world, the fastest growing PC/
LAPTOP market in the Asia-Pacific region, and also the country with the
momentum in the domestic IT market today, which will help the industry tide
over the minor slowdown being predicted for the economy in the current fiscal.
Over the next five years, the domestic IT industry is predicted to grow at a
CAGR (Annual Growth Rate) of 28 percent, which is among the highest in the
world.
Path or 'pipeline' through which goods and services flow in one direction (from
vendor to the consumer), and the payments generated by them flow in the
as short as being direct from the vendor to the consumer or may include several
the item at one pricing point and moves it to the next higher pricing point until it
reaches the final buyer. Also called channel of distribution or marketing channel.
distribute of these goods to the end user. The distribution exists for both in the
service and manufacturing sector, although complexity may vary greatly from
It has always being a part of front line defense and offence in order to improve
the bottom line through reduces cost. It has power full impact on the
important objective that would also be the part of my study. The following are the
objective:-
Scope of study
Analyzing the current environment and work culture of store and suggesting
new ideas order to enhance the efficiency of the store in terms of look, sale
as store.
Research Methodology
way that defines the process of overall study. The method used must be justified.
laptop sold by dealer/ distributors of Wipro as well as others brand available during
Research Design
Formulation
Data Collection
Report
Preparation
Data Collection
Task of the data collection is very important part of Research. It begins after
Primary Data: -
first time. These data are original data for the research purpose. The various tools
interview. For, this study purpose questionnaire and some time interview used
Secondary Data:-
The secondary data are which have been already collected by someone else and
which have already been passed through the statistical tool. Data that are originated
within the firms is internal secondary data, and which originated from external
STUDY OF COMPANY
business solutions that meet the strategic objectives of our clients. Wipro has 55+
the World's first CMMi Level 5 certified software services company and the first
History of Wipro
Wipro started as a vegetable oil trading company in 1947 from an old mill founded
by Azim Premji's father. When his father died in 1966, Azim, a graduate in
company at the age 21. He repositioned it and transformed Wipro (Western India
hydrogenated cooking oils/fat company, laundry soap, wax and tin containers and
later set up Wipro Fluid Power to manufacture hydraulic and pneumatic cylinders
In 1977, when IBM was asked to leave India, Wipro entered the information
technology sector. In 1979, Wipro began developing its own computers and in
1981, started selling the finished product. This was the first in a string of products
Wipro hired managers who were computer savvy, and strong on business
experience.
software packages for their hardware customers. This expanded their IT business
Since 1992 Wipro began to grow its roots off shore in United States and by 2000
Wipro Ltd ADRs were listed on the New York Stock Exchange.
The company's revenue grew by 450% from 2002 to 2007. This success has led to
higher salaries (wages have been growing by more than 14% per year since 2005),
• IT Services:
accessing new knowledge and experience across the globe, people and
rapidly.
with more than 200 customers in US, Europe, Japan and over 650 customers
in India.
Services. In 2002, Wipro acquiring Spectra mind and became one of the
• Consulting Services:
India
Corporate office
Wipro Technologies
This is the team that defines Wipro's journey with vision and integrity.
Our Chairman Azim H Premji, senior executives of Wipro and external members
who are global leaders & visionaries form the Wipro Board which provides
Chairman
Wipro Limited
P M Sinha
Jagdish N Sheth
N Vaghul
Quality Processes
Our processes are structured for quality - our process documentation and
consulting tools ensure that we have everything on record, our automation tools
training tools build the necessary quality orientation and our visibility tools help
monitor projects on a real-time basis and ensure that the customer is never out of
touch.
Automation
Project Management
Software Engineering
GNIT COLLEGE OF MANAGEMENT, GREATER NOIDA.
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ISO 9001
Wipro began the ISO initiative for process mapping in 1993 and we were ISO
Wipro InfoTech has unveiled three new e.go range Laptops. They are e.go 7F3800,
Speaking about the new range of notebooks, Mr. Ashok Tripathy, General
Manager & Head, Computing Division, Wipro commented, “E.go is sculpted for
functionality and design, and blends high style with purpose. This range is
targeted for the globe trotting, trend setting Indians, who believe in making a
e.go 7F3800
High speed wireless access allows you be on the go with 802.11 b/g.
Integrated webcam.
Stereo speakers.
Specifications
Up to 2 GB memory.
~1.25kg.
High speed access with Wi-Fi 802.11 b/g/n, LAN, 56K modem.
Specifications:
2.14 KG.
Reliance Digital, E-Zone and Next. The series will be available from price range
EM471X Series
14 inch widescreen powerhouse performer.
Colors: Autumn Red and Coral Blue.
Connect to and share your content with a variety of devices.
Ultra bright screen.
External storage.
Watch hi definition content on HDTVs with the help of a HDMI cable.
Long battery life of up to 6 hours.
Secure your notebook and ensure long protection level with the help of
finger print reader (but that is optional).
ECO power management tool.
Hi speed access with Wi-Fi 802.11 b/g.
Gigabit LAN, 56K modems.
E-SATA port for hi speed connectivity.
Specifications:
GNIT COLLEGE OF MANAGEMENT, GREATER NOIDA.
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Wi-Fi 802.11 b/g/n and Bluetooth.
Up to 8 GB Memory.
2.2 KG.
centered around core Retail, CPG and Distributions business process. In addition,
this business unit blends its intimate knowledge of the vertical to blend customized
offerings in the CRM e-business, CRM, SCM, technology infrastructure, ERP, data
These offerings are specifically tuned to the needs of industries that form its area
Apparel & Footwear, Food & Beverage, Home & Personal Care and Wholesale
Distribution industries.
Some areas where we provide specific domain based solutions that bring business
Collaborative Commerce
GDS
Supply Chain
Category Management
Wipro work with industry specialists and customers through our Centers of
Excellence in supply chain planning & execution, merchandizing & pricing, RFID,
involved in innovative solutions to help clients address their needs. Our offerings
encompass –
Consulting
Process Improvement
We have a strength of over 200 domain based consultants and 250 functional
implementation and consulting and brings on board over 300 Oracle Retek
consultants. These consultants have deep expertise in the Retail industry, having
worked extensively in these industries and acquired very credible knowledge of the
Retail, CPG and Distribution industries. They bring in rich perspectives of the
problems of these industries, and the solutions that help to address these problems.
For us Customer Centricity is of utmost importance and our solutions are not just
based on a “how to” analysis but also on a “why to” analysis. Our goal is to help
our customers with increase in revenue and productivity with retained cost and
competitive advantage.
share.
insurance CIO / CTO survey conducted by Celent for IT focus areas in 2006,
Distribution and Channel Management was ranked as a top IT initiative for more
• Agency Management
o Lead management
o Generate quotes
o Compensation calculation
Wipro’s service offerings in the above areas have helped customers build a
tools
Success Stories
web based lead management solution for single view across both policy and
activity management and forecasting was built into the solution. The solution
channel.
For a leading global insurer and provider of financial services, Wipro undertook
websites, to enable the client to achieve compliance for both broker and direct
businesses.
For a large financial service provider in the US, Wipro developed a Licensing
for the client’s insurance agency’s licensing and compliance division. The new
system not only minimizes the manual work that existed before, it also makes them
system had major data issues, manual interventions, non-Euro compliance, etc.
Wipro introduced a rule based framework to handle the frequent product launches
and future compatibility issues. Wipro helped standardize the input data and
improve the commission system performance. Later, the client awarded the
The client, a top financial services provider providing multi line insurance in the
US required a unified view of bills for the end customers across product lines. To
address this requirement, Wipro built an integrated billing platform across auto,
fire, life and commercial policy systems. Wipro enabled the billing platform to
manner -- pyramids today are synonymous with ancient Egypt. Semantically, the
critical benefits to end users -- human values, integrity, innovative solutions and
value for money. Having done that we created the core concept of 'Applying
Thought' (Wipro is process oriented + thinks for you) that signifies being ahead of
time.
This was the strategic leap for Wipro. The four values would converge on Wipro's
the corporation as an engine, while all the other businesses would be the wagons of
the locomotive.
Customer interactions through research confirmed that Wipro's identity made the
Customers said 'Applying Thought' means that Wipro thinks for the customer's
well being, is strong in R&D and thinks out-of-the-box. The flower symbolizes
that Wipro cares for the environment, its center shows the digital age, science and
The 'Rainbow Flower' looks feminine, 'Applying Thought' feels masculine and
Wipro in the center complements both with the colours of life. Wipro has now
manner that aims to combine all the matter in a relevant way for research purpose.
Research design provides the glue that holds the research project together.
• Exploratory Research
• Causal Research
In this study Exploratory, Descriptive and Causal is being used as the nature of
study.
Research.
Sampling Design
A sample design is a definite plan for obtaining a sample from a given/ chosen
population. It refers to the technique the research would adopt in the selecting
Probability Sampling:-
1. Sample Unit
NENRU PLACE. They may be newly opened or old one. They may have
2. Sampling Frame
3. Sampling Technique
4. Sample size
It is the number of items to be selected for research. It may be too large number or
too small, according to the research nature, it must should be optimum. In this
Analysis
Above pie chart shows that 44% dealers have all brand dealership, 28% have the 6-
10 brand dealership, and 24 % have the 2-5 brand dealership and 4% having single
Brand.
More dealers are interested to keep all available brand dealership available in
market.
Based on the responses collected, the following table shows the brands preferred
(out of 25)
Wipro 5 20
Compaq 16 64
Acer 7 16
HP 25 100
Dell 24 96
Benq 2 8
Lenovo 10 40
Sony 3 12
WIPRO 14 56
Toshiba 2 8
Conclusion
According to dealers response it can be analyzed that customer prefers features like
Conclusion
Above are the features that should be present in a laptop for its successful
marketing.
4.) Do you agree that marketing plays an important role in sale of laptop..?
Analysis
of laptop.
Conclusion
5.) What promotional activities do you think can increase the sale of WIPRO
laptop?
Analysis
Above chart shows that 48% dealer are suggest for the advertisement of Wipro
e.go series laptop, 28% suggest for advertisement as well as promotion also, 20%
endorsement.
Conclusion
To get success into market the product should have strong advertisement and
promotion.
Analysis
Above chart shows that 88% dealers promote Wipro laptop by there own and 12%
Analysis
From the dealers point of view we can analyze that they face certain problems like
Conclusion
From the above response we can conclude that dealers face maximum problem due
to lack of advertisement.
Analysis
Above chart shows that 24% dealers sale more than ten laptop in a week, 52% sale
6-10 laptop, 20% dealer sale 1-5 laptop and 4% dealer are unable to sale single
laptop.
Mainly 1-2 laptop sold by a single dealer, there are approx 5000 small and big
Analysis
Above chart shows that 60% dealer are unable to sale single Wipro laptop, 36% are
selling 1-3 sale every week, and only 4% having Brand dealership are able to sale
10 or more than it are only able to sale Wipro laptop. Means a big market is
10.) What are the reasons that the customers do not prefer Wipro laptops?
Analysis
From the above we can analyze that customer do not prefer Wipro laptops due to
Conclusion
Analysis
From the above diagram we can interpret that the maximum dealers opine that the
opinion that the brand is the best amongst all other brands and 12% think that the
brand is worst.
Analysis
Above chart shows that 60% dealer/ distributors are happy with the coordination of
Conclusion
Analysis
Above chart shows that the dealer who work with wipro 80% of them get delivery
Conclusion
Its shows that the delivery time of the Wipro is too good.
GNIT COLLEGE OF MANAGEMENT, GREATER NOIDA.
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14). How much time does the distributor take to deliver the order?
Analysis
Above chart shows that 88% dealer get delivery within a day, 8% dealer gets
Conclusion
Respondent no.
Facilities Required Percentage %
out of 25
Advertisement 25 100 %
Improvise configuration 25 100%
Increased interaction with WIRPO 20 80%
executives
Initiate demo of WIPRO laptop at 23 92%
dealer outlets
Analysis
The above data highlight that out of 25 respondents interviewed how many
Conclusion
look on configuration.
India is expected to sell around 4.7 million desktops in FY2005 3.6 million in
FY2009-10. Laptop market is showing very high growth in recent years due to
increased usage in higher education segment (MBA colleges institutes) and surge
in home usage. Business segment does not contribute much to growth because of
All the sales are accounted for by MNC and Indian brands. Absence of
unorganized market gives this segment high pricing power as compared to India is
million in FY2008-09. Which account for 40% of sales followed by MNC brands
and showing very high growth in recent years due to increased usage in higher
Competitor Analysis
market professional provide customers around the world with smarter ways to be
USA. Compaq in India has huge market even after its merger with Hellwet
Packard (hp). Compaq's desktop, notebooks and accessories are the main products
manufactured by Compaq in India. The Hoston based company works with main
focus on computers and servers. It captures about 25% of Indian hardware market.
The two IT giants can pose a threat to domestic conglomerates like Infosys,
an online store. This facility will be used by Compaq India to sell its products like
and smart card reader in the online store. The e-store is of great help to the
customer.
HP
Taipei, Taiwan. Acer is the third largest computer manufacturer in the world (by
sales) after HP and Dell Inc. and its product line-up includes desktop and mobile
PCs (laptops),as well as personal digital assistants (PDAs), servers and storage,
and home user. Its product range has Desktop computers Notebook computers:
Travel Mate, Table PCs, Aspire series, Extensa series and Ferrari series.
Dell
settle down in Indian market and it develops, manufactures, sells, and supports
personal computers and other computer related products. it held the second spot in
computer sales within the industry behind the Hewlett-Packard Company. The
company currently sells personal computers, servers, data storage devices, network
Strengths:
Weaknesses:
Opportunities:
In the emerging technology areas like Blue Tooth, WAP, web-cam, card
reader etc.
GNIT COLLEGE OF MANAGEMENT, GREATER NOIDA.
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Threats:
Will face fierce competition in the areas of e-business and ASP services.
Key Findings
After working for nearly 45days I came to the conclusion that marketing not only
comprises of 4P’s (Price, Place, Product, Promotion) but there is still scope for
more. Distribution of product is just like back bone to get success in to market.
Since working there are huge opportunities to interact directly with dealer who
have lot of knowledge of other best configuration of laptop at reasonable price. So,
secondly a huge price pressure is there, one can easily watch how 4P’s is
applicable market. Being there as WIPRO’s representative not only followed 4P’s
but also tried to find something else that is more applicable to the retailer of
Acceptance, Action)
logical needs, and traditional and psycho graphic nuances of the intended audience.
This step allows focus and care to different type of dealer, and a significant
Attention. Once you've identified who are the core prospect for your products or
services is, creative efforts must be taken to get and maintain their attention.
Accept. You must use the tools of copy, design, social networks psychology and
repetition to get the intended audience to accept that your solution is the best one to
take. This acceptance must take place despite the fact that your solution is just one
visit many dealers repeatedly I got many order just due to frequent visit with them.
Action The prospect has to act on their acceptance of your proposition by doing
whatever it is you want them to do generally; this might be making one or more
Suppose any dealer calling for rate and not properly treated will get angry and can
go for other brand dealership.
In Wipro’s distribution the plus point is there minimum time delivery, but lack of
advertisement is the main reason that product is not demanding by customer so,
dealer are not ready to take its dealership, customer totally unknown by WIPRO
e.go series laptop.
Many dealers were not aware that Wipro manufacture Laptop also, this the
condition of product awareness level by dealers then what can we accept by a
customer..?
Conclusion
From the project that I had undergone during my Summer Internship program I can
conclude that to succeed in the business we must not only depend on our existing
method and channel, but also develop a way to differentiate we must try to develop
a new value curve and if this is achieved the whole exercise to differentiate will
give its fruit in term of higher sales. After working for several weeks I concluded
that dealers are more vulnerable against the competitor. In this era of high rivalry it
is quite difficult to sustain in the business without having good product with good
and high configuration with a good executive and customer service facilities.
price. And also dealer’s should try to make a harmonious and a relationship of
trust, when a retailer will be honest towards his customer and try to solve the
requirement of customer with an honest feeling to help him he can make a better
other accessories it had diversified its risk up to some extent but to survive in
Wipro laptop market that has got a good margin he must try to create personal
relationship with the customers and with other dealer. A better relationship is
maintained only when he is helping out customer by providing him at least basic
service to the customer such as installation of OS and various other small issues.
For dealer he should give reasonable price whet they calls him or want to know
about product. Because while visiting many dealers the main response was that
they do not provide rate at the time. And also provide the proper knowledge of the
product. This action creates goodwill of retailer in the heart of customer as well as
From the techno giant WIPRO it can be concluded that other way to succeed in the
business is to make the distribution channel highly efficient that each individuals
unit can push the product in the market and ultimately results in a higher sale. By
following this strategy WIPRO had managed to get on rank two with HP at number
GNIT COLLEGE OF MANAGEMENT, GREATER NOIDA.
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one .WIPRO is also trying to gain the in-depth insight of retailing for the
promotion of its DIGILIFE stores this step of WIPRO will reduce its dependency
on individual retailers.
A better margin will provide a boost to retailers for selling the product of WIPRO
as much as they can. They are doing all things in the market for profit, at the last
time where they get good margin they try to mold the customer toward that
product.
those selling it and the target market i.e the potential customers. They should
employ advertising to make their offerings known in the market, which already has
an effective advertisement is key to get success in today’s era when the buyers
In the current project there are some limitation that have been found . these
limitation are:-
Wipro laptop. This is one of the major limitations of this project because in
the very short period analysis of different laptop is very complex task.
• The present study is totally region specific. What ever analysis of the Wipro
laptop has been done is based on the data collected in the Nehru Place only.
• Every person has different view in comparison to other person. Same is the
Reference
Non Electronic sources:-
Annexure
ABC OF NOTEBOOK
Docking station A cradle for notebook it provides space for extra drives
and connections.
mouse, external drive, or printer, a notebook has one to four USB ports
Date: ___/___/_____
Place: ____________
(Signature of Researchers)
Email/websites: ____________________________________________
□ 2-5 Brand
□ 6-10 Brand
□ All Available
□ Yes
□ No
□ Endorsement
□ Promotion
□ Any
other___________________________________________
□ Yes
□ No
• ___________________________________________________
• ___________________________________________________
• ___________________________________________________
□ 0
□ 1-5
□ 6-10
□ Above 10
□ 0
□ 1-3
□ 4-7
□ Above 7
• ____________________________________
• ____________________________________
11. Onthe scale of 1-7 how would you rate brand image of
WIPRO LAPTOPS?
• ____________________________________
□ Y
□ N
□ Y
□ N
□ Within a day
□ Within 3 days
□ Within 1 week
□ More than it
• ___________________________________________________
• ___________________________________________________
___________________________________________________
Thank You,
(Signature)