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A Project Report

on

A Study on Sales Promotion Activity of HCL CDC

Submitted to

Xavier Institute, Jabalpur

Madhya Pradesh

As Partial Fulfilment of the Requirements for Post Graduate Diploma in Management

[May-June 2010]

Under the Guidance of

Asst Prof. Nainika A. Bahadur

Submitted by

Vivek Kumar

Xavier Institute, Jabalpur

Mandla Road, Tilhari, Jabalpur-482021 (M.P)

Xavier Institute Page 1


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Chapter 1 Introduction

1.1 Background of study

1.2 Need of study

1.3 Objective

1.4 Section Detail

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Chapter 2 Market research methodology

2.1 Research Objective

2.2 Methodology

2.3 Sample size & Sampling units

2.4 Limitations

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Chapter 3 Organizational Profile

3.1 Company profile

3.2 Vision and mission

3.3 Company Objective

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Chapter 4 Analysis and discussion5.1 Data Analysis

5.2 Finding

5.3 SWOT analysis

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Chapter 5 Summary and conclusion

6.1 Conclusion

6.2 Recommendation

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Chapter 6

Annexure

References

I. Qestionnaire

II. Data collected for organization

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S. No. Particular Page

CONTENTS


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Declaration by the Student

I hereby declare that this project report titled A Study on Sales Promotion Activity of

HCL CDC has been submitted by me for the award of Post Graduate Diploma in

Management, as partial fulfilment of the requirements for this course.

This is the result of original work carried out by me. This report has not been submitted

anywhere else for award of any other degree/diploma.

Vivek Kumar Date:

Place:

Certificate by the Guide



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First of I would like to thank to Mr. Abhijeet Pandey and Mr. Devendra Rai for his noble

inspiration, keen interest, constant supervision and ever willing help throughout the course of

this study. I thank my Institute which has given me an opportunity to show my skills. I also thank

all my near and dear ones without whose support this project would not been possible.

I would like to express my gratitude to my faculty Asst Prof. Nainika A. Bahadur who guided

me with her knowledge and skill and helped me in successful completion of the work.

I would also like to express my gratitude to the Fr. Sebasti L. Raj SJ , Director Xavier Institute,

for encouraging me to do this project. I would like to thank all the staff members of Xavier

Institute for helping me directly and indirectly in completion of my project.

I gratefully acknowledge the invaluable support and guidance that was provided to me by various

individuals that led to the successful completion of this project. Their vision of the problem gave

me enough direction to bring out a meaningful result.

I am also grateful to HCL CDC employees for their great support and help all throughout the

project. I am thankful to them for taking out time and pointing out the multitudinous aspects of

customer service and helping me increase my learning out of the project.

I extend my sincere gratitude towards my parents, who have always encouraged me and gave

suggestions. They always stand by me. Their support has always motivated me.

I would heartily thank all the respondents of the survey without whose support and valuableinputs this project would not have been completed.

Vivek Kumar



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Executive Summary



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Chapter I

1. Introduction:

1.1. Background of the Study

IT industry is the one of the fast growing industries in India. Hindustan Computer Limited

(HCL) is the first Indian company to enter in the IT sector. HCL is divided into four groups,

HCL Technologies,

HCL Infosystem,

HCL BPO,

HCL COMNET.

Marketing is very board area and it is categories into different part like sales promotion,

distribution and advertisement. Sales promotion is also a wide area. The topic of this study is

also related to sales promotion activity of HCL Career Development Centre, a frontline division

of HCL Infosystem.

In IT education, it has been said that if education is a kingdom then students is its king.

Education involves only sending service to students, to satisfy them and ultimately make the

business more profitable.

Sales promotion, a key ingredient in marketing campaigns, consists of a diverse collection of

incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular

products or services by consumers or the trade .

1.2. Need of the Study

This study will provide information about HCL CDC and what are the various sales activities

adopted by HCL CDC to promote its product in the market. HCL started IT education for the



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students who are pursuing or completed 10+2. It also provides placement for these students. So it

is essential for HCL CDC to adopt various sales activities.

1.3. Objective and Scope of the Project

The major objective behind this research is to know how many students are aware about HCL

CDC in Noida region and whether the sales promotion activity used by HCL CDC is helpful in

generating revenue. One of the objectives was to generate a database for converting it into

revenue.

To know whether student are aware of the HCL CDC.

How many students are interested in IT education?

To know the preference of the students.

To know whether the sales promotion activity adopted by HCL CDC is successful in the

market.

1.4. Section Details

The present report has been divided into five chapters.

First Chapter gives background of the study and need of the study.

Second Chapter includes the research methodology adopted, sampling design, methodology used

for data analysis and limitations of the study.

Third Chapter describes the organization profile including vision and mission of the

organization. Chapter is concern with the area profile of Noida region and also describes the

physical and geographical boundaries of the region under study.

Fourth Chapter provides detail from the respondent, analyses using graphs and charts and

finding.



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Fifth Chapter includes the summary and conclusion based on the survey

.

Sixth Chapter provides the references used during the project.

Chapter II

Research Methodology

2.1Research Design

The research follows a Descriptive Research Design.

Descriptive research design includes surveys and fact-finding enquiries of different kinds. The

major purpose of descriptive research is description of the state of affairs as it exists at present.

The research was designed in such a way that all the probable customers and the potential buyers

were covered during the research so as to get accurate information and feedback from the

respondents.

The research was divided in the following phases:-

1) The respondents were segmented.

2) The target customer were identified and approached.3) Collection of primary data via questionnaires.

4) Analysis and conclusion.

2.2 Sampling Design

A sample design is a definite plan for obtaining a sample from a given population. It refers to the

technique or the procedure the researcher would adopt in selecting items for the sample. Sample

design may as well lay down the number of items to be included in the sample i.e., size of thesample. Sample size was determined before data are collected.

Universe : India, Uttar Pradesh, Noida

Sampling Size : Sample size for the research topic is 100.



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Sampling Techniques : I applied for this research Multi stage sampling and Purposive random

sampling.

Primary sampling unit : Customers of 16 to 35 years of age, Institutions, Industries etc.

2.3 Data Collection

The data collection procedure was used through semi-structured questionnaire method. A

thorough research was also undertaken to gather information. The analysis of the data collected

was done on a piece-by-piece basis with the help of the guides.

Both primary and secondary data were collected and used for the purpose of the project work.

The major focus in data collection will be through primary source, although available literature

related to the study would also be referred to as secondary source of information.

To gather primary data Questionnaire would be use in this study.

Source and Type of data: Quantitative

2.4 Analysis and Interpretation

Data was processed under SPSS Software. About 100 samples were collected and analyzedthrough it. Frequencies, Cross tabulation and inter comparison was done to interpret the data.

The data collected would be analyzed through using appropriate statistical tools with the help of

computer based statistical software package.

SPSS

MS Excel

Bar Graphs and Pie Charts

II.5 Limitations

The data collected is totally dependent on respondents views, which could be bias in

nature.



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Chapter III

Organizational Profile

Shiv Nadar

Founder HCLChairman & Chief Strategy Officer - HCL Technologies

HCL's history goes back to 1975 when six entrepreneurs-Shiv Nadar and five of his associates-

decided to create a computer systems and services business in India. They faced many initial

challenges and despite the lack of venture capital available in India at that time, they opened

their first office in the suburbs of New Delhi, naming their business Hindustan Computers Ltd

in 1976. After eight years, HCL became the largest computer systems and services company in

India.At a time when India had a total of 250 computers, Shiv Nadar led a young team which

passionately believed and bet on the growth of the IT industry. That vision in 1976, born out of a

Delhi "barsaati" (akin to a garage start up), has resulted 3 decades later in creating a US $ 5

Billion Global Enterprise .

HCL is today a leader in the IT industry, employing 65,000 professionals, has a global presence

in 27 countries spanning across locations in the US, Europe, Japan, ASEAN and the Pacific Rim

and a pan India presence across 365 points . To say that HCL is a household name in India today

is an understatement. In 31 years of existence, the company has developed and implemented

solutions for multiple market segments, across a range of technologies, covering customers in

India and overseas

HCL-An Overview



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Pan India support and service infrastructure

Best-value-for-money offerings

HCL Career Development Centre Products:-

To join the pampered tribe of IT whiz kids, the Career Development Centre or CDC offers a

number of industry relevant courses.

o MCSE Microsoft certified software engineer

o CCNA Cisco certified network associate

o RHCE Red hat certified engineer

o Software

o Hardware

Alliances and Partnerships :

To provide world-class solutions and services to all our customers, they have formed Alliances

and Partnerships with leading IT companies worldwide. HCL Infosystems has alliances withglobal technology leaders like Intel, AMD, Toshiba, Ericsson, Microsoft, Nokia and Sun

Microsystems, SAP, Scansoft, SCO, EMC, Veritas, Citrix, CISCO, Oracle, Computer

Associates, RedHat, Infocus, Duplo, Samsung, Novell. These alliances on one hand give them

access to best technology and products as well enhancing their understanding of the latest in

technology. On the other hand they enhance companys product portfolio, and enable HCLI to be

one stop shop for its customers.

Facilities

We offer the most modern computing facilities loaded with the latest operating systems and

software packages. The classrooms are equipped with complete audio-visual tools and

accessories. We have highly qualified, professional experienced faculty giving personal attention



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to students. The courses are highly customized and industry specific.

Infrastructures

We offer a bustling, vibrant and convenient environment to the student community of the

institute. The infrastructure we provide is truly world class. So come join the HCL CDC and be a

part of the most happening industry.

Vision Statement

To create industry ready professionals

Mission Statement

To provide world-class information technology solution and services to enable our customers to

serve their customers better

Core values

Nothing transforms life like education.

We shall honour all commitments

We shall be committed to Quality, Innovation and growth.

We shall be responsible corporate citizens

Area Profile

GeographyNoida is an acronym for Naveen Okhla Industrial Development Authority , is an area under

the management of the New Okhla Industrial Development Authority (also called NOIDA).

Noida came into administrative existence on April 17, 1976 and celebrates April 17 as "Noida

Day". It has first-class amenities and is considered to be one of the more modern cities of Uttar

Pradesh State of India .

Noida is located in Gautam Budh Nagar district of Uttar Pradesh state. The district's

administrative headquarters are in the nearby town of Surajpur . However, the district's highest

government official, the District Magistrate (DM), resides in Noida. The city is a part of the

http://en.wikipedia.org/wiki/Okhlahttp://en.wikipedia.org/wiki/Uttar_Pradeshhttp://en.wikipedia.org/wiki/Uttar_Pradeshhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Gautam_Budh_Nagar_districthttp://en.wikipedia.org/wiki/Surajpurhttp://en.wikipedia.org/wiki/Okhlahttp://en.wikipedia.org/wiki/Uttar_Pradeshhttp://en.wikipedia.org/wiki/Uttar_Pradeshhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Gautam_Budh_Nagar_districthttp://en.wikipedia.org/wiki/Surajpur


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E. Quality of Life

While Noida has advantages of accessibility to the region and proximity to Delhi, but the

problems of law and order, the safety of the inhabitants and the volatile political environment

still remains an issue to be solved.

Chapter IV

Analysis and Interpretation

1. Qualification of Students.



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Chart No-1

Above graph chart shows about the educational qualification of the 100 students of Noida. In 100

samples after analysis through the SPSS I get the following information. Mostly students belong

to the 10+2 i.e 24%. 16% students belong to B.Tech. Total percentage of technical student is

about 50%. It shows that Noida is educated area.

2. Student Interested in IT sector .

Chart No-2

Above pie-chart is based upon 100 samples. Here 86% students in Noida are interested in IT

education and 14% student not interested in IT education. It shows that most of the students in

Noida prefer IT education.

3. Student Interested in different IT Programmes .



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Chart No-3

After analysis of 100 samples through SPSS I was found that in Noida, 56% students are

interested in software programme, 14%, and 14% student interested in hardware and networkingrespectively. 16% students are not interested in any programme. So, above research shows that

mostly student are interested in software programme.

4. Awareness about HCL CDC.

Chart No-4

About 80% students in Noida are aware of HCL CDC. 20% students dont have any idea about

HCL CDC and these 20% students come from other educational backgrounds like Bachelor of

Arts or they just pass out 12 th exam and apart from these educational background these students

also from that area where sales promotional activity is not reached.



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5. Preference of HCL CDC Course.

(A) Preference of Students in Software course.

Chart No- 5(A)

Above analysis shows that 19% of total students prefer Dot net programme, 15% student prefer

Java, 13% students prefer others software programmes like (C, C++, HCSE+ and others

language programme), 9% students prefer Oracle 10g, 8% students prefer PHP programme, and

36% students dont like software programmes.

(B). Preference of Students in Networking Course.



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Chart No- 5(B)

The above pie-chart shows that 47% students prefer different Networking programme (MCSE,

CCNA, RHCE and others) and 53% students dont like Networking programme.

(C). Preferences of Students in Hardware Course.

Chart No- 5(C)The above pie-chart shows that 40% students prefer different Hardware programmes (Basic,

Installation, Server & Security and Others) and 60% students dont like Hardware programme.

6. Promotion Activity for HCL CDC.



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Chart No-6

Above pie-chart is related to various sales promotional activity adopted by HCL CDC. In this

analysis it shows that 55% of total sample know the HCL CDC through Canopy and this activity

is performed by the Markeing Executive. In this activity, Executives meet with different

customers and tell them about HCL CDC. 27% student know HCL CDC through different

promtional activities like print media, internrt, friends, advertisement. 18% of total sample dont

know HCL CDC through any sales promtional activities that is taken by HCL CDC to promote

its product in market.

7. Activities helpful in Sales Promotion.



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Chart No-7

Here 64% respondents said that the sales promotion activities like Canopy, print media, Internet,

friends and advertisement are helpful for HCL CDC for its smooth running, but 18 %

respondents said that these activities are not to helpful HCL CDC. 18% of total respondent had

no reaction on this question.

8. Information Provided by Marketing Sales Executive.



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Chart No-870% of total sample are satisfied and comfortable with Marketing Sales Executive. They said

that the marketing executives have full knowledge about the courses and training programme, or

they said that they are able to convince the customers easily. Only 9% of total sample said they

are not satisfied by the marketing executive.

9. Student satisfied by sales and service facilities provided by HCL CDC.

Chart No-9

Above pie-chart gives the conclusion about sales and service facilities provided by HCL CDC.

After analysis through the SPSS it was found that about 42% students are satisfied with the

facility provided by HCL CDC. 24% student said the sales and service facilities of HCL CDC as

very good. So, it is found that 64% student is satisfied by the sales and service facilities of the

HCL CDC.

SWOT Analysis of the HCL CDC



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While working closely with HCL CDC, I observed the following strength, weakness,

opportunities and threats are faced by HCL CDC.

Strength

HCL CDC is a part of HCL enterprises which is an industry in itself, whereas its main

competitors are all education institutions imparting training in IT. Its comparatively

easier for HCL CDC to place its students in the industry since being an industry it knows

the requirement of the same and tries to impart skill building training programs to the

students accordingly.

The trainers are all HCL certified and are the employee of HCL Info systems.

HCL CDC offers state of the art infrastructure to the IT training programs, HCL CDC

also seminars by the top HCL professionals who make the students aware of the least

development taking place in the IT industry in India and abroad.

HCL CDC also offers personality development classes to the students so that they do not

lag behind the other candidates in the competition race.

Weakness

Lack of co-ordination between the marketing team and the administration team.

Mismanagement in the launches of various batches relation to various programs.

Delay in the issuance of books, Lab card, ID cards, etc.

Delay in the flow of information to the students relating to allocation of batches, timings

of classes, etc.

Opportunity

Growing market of IT in India will pave the way for rapid expansion of HCL CDCs to

cater to the growing demand for individuals for latest IT training programs.

Growing demands, from various corporate to train their employees on the latest IT

training programs, will pave the way for growth of corporate training in the HCL CDCs.

Threats



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Steep competition from Aptech and NIIT will always keep HCL CDCs on the heels to

innovate its offering on a continuous basis.

Apart from the big names in the IT training market, there is also the mushrooming growth

of small and medium institutions which offer various IT training programs at a much

cheaper rate. These Institutions are quite popular at the local level and may woo the

students of small towns and villages by their attractive below the line advertisements.

CHAPTER -V



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Summary and conclusion

From the analysis of the results and based on the objectives of the study the following findings

can be ascertained.

In Noida mostly students belongs to technical qualification.

86% students are interested in IT education.

80% students are aware and have knowledge about the HCL CDC.

Mostly students like software courses in comparison to hardware and networking.

Most of the people in Noida know about HCL CDC through canopy and their market

executives are able to satisfy the people about HCL CDC product. So, Canopy is a

successful activity for sales and promotion for HCL CDC.

Print Media is also helpful in sales and promotion for its product.

Powerful Brand image

HCL has a strong brand image in India and abroad. It has invested in building a brand recall in

the minds of its customers through advertising a product. HCL brand image coupled with its

strong customers relationship and cutting-edge solutions have helped the company in creatingvalue for its clients. It has collaborated with many companies whose products and solutions are

in line with its business segments, such as Nokia in telecom, AMD in hi-tech solutions to provide

better customers services.

Experienced Team

One key differentiator that helps HCL to stands apart from its peers has been its superior human

resource quality. The team carried with it a rich and diversified experienced. This ensured athorough understanding of client requirements. The company also lays special emphasis on

developing the skills of its employee. It provides regular training to its employees for developing

their skills. The experience and sound domain knowledge equips employee with an in-depth

understanding of problems and helps in providing quality inputs that lead to better quality

solution for its customers.



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Blended Solutions

HCL has been able to offer its different services under one umbrella. There is a synergy between

the operations of the company. It is among the few companies that provide support services to its

clients through its office located in Ireland. The company leverages its support operations and in

India to provide valuable support solution to its clients.

Focus on Key Business Area

The company has focused on five major vertical markets- Banking and Financial Services, Life

Quality. Services, Retail, Telecom, and Hi-technology. These vertical forms are core operational

strengths of the company.

Global Strategy

The company has established subsidiaries across the globe to sustain growth. It has subsidiaries

in the USA, Japan, the UK and Australia. Which aided in penetrating the global market? Its

global delivery systems are based on the strength of its local employees, who understand the

geography of its subsidiaries and provide service in collaboration with its technological

competence.

The information technology training sector in India is witnessing a boom, driven by a talent

crunch, paucity of employable graduates and all round need for trained manpower at all level.

This growth is largely led by corporate training, especially at induction level, followed by re-

skilling training; huge wage hikes, at an average of 15 %, especially at the middle level, have led

IT companies to resorts to freshers.

The growth in hiring by IT companies, increasing requirement for newer skill-sets and the rapid

change in technology, continue in individual training segment. Here the challenge begin for HCL

CDC, HCL CDC who is just 5 years old in the IT education and training market is facing toughchallenges from established players such as NIIT and Aptech. But through new and innovative

product offering, it can still manage to stay ahead in the competition.

Placement after training programs also gives a new touch to HCL CDC.



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In a country of more than 1 billion people, staying that we cant grow fast enough because we do

not have enough people is difficult to believe, but it is true, while the higher education sector

(such as B.Tech, BE, MCA, MSc, etc.) produces 5 lakhs graduates every year, only 1.5 lakhs out

of them is really employed by IT industries. Even with these 1.5 lakhs, the industry has to spend

on additional training, and beyond these 1.5 lakhs, industries do hire because they have no

option. So HCL CDC has a great opportunity to fill the gap of this huge mismatching.

Recommendations

Some of the Recommendations for HCL CDC are:-

Most use appropriate methods for sales and promotion.

It should target rural and backward areas where people not aware of it.

It should target some rural areas also for basic computer training.

Efficient management of CDCs should make sure that the end-users are satisfied and

more and more customers walk into them.

Launch of a series of advertisement campaign in multiple media to make the masses

aware of the brand and the products and programs offered by it.

More marketing steps should be taken to generate awareness regarding the HCL

training sector.

It should contact with the as many as possible IT industries apart from HCL Partners

for placements.

It is good for the company to be more customers caring.

References



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Questionnaire

HCL Infosystem Ltd.

Career Development Centre

F 1, Sector 8

Noida 201301, (U.P)

India

Name: -

Age:-

Sex: - Male Female

Mobile No:-

1. What is your qualification?

2. Are you interested in IT sector?

Yes No

3. If, Yes in which area?

A) Software

B) Hardware

C) Networking

4. Are you aware about HCL CDC?

Yes No

5. Which course do you like to prefer in software from HCL CDC?

A) Java B) Dot Net C) Oracle 10g D) PHP E) Others



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6. Which course do you like to prefer in Networking from HCL CDC?

A) MCSE B) CCNA C) RHCE D) Others

7. Which course do you like to prefer in Hardware from HCL CDC?

A) Basic B) Installation C) Server & Security D) Others

8. How you come to know about HCL CDC?

A) Canopy

B) Friends

C) InternetD) Advertisement

E) Print Media

9. Is this activity helpful in sale promotion of HCL CDC?

Yes No

10. Are you feeling comfortable and satisfied with the information provided by MarketingSales Executive in the field?

Yes No

If, Yes then give specific reason?

11. What do you think about sales and service facilities provided by HCL CDC?

A) Very Good

B) Good

C) Average

D) Bad

E) Very bad



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