MARKET SEGMENTATION STRATIGIES OF PRINTER- RISHI SEN.doc

7/29/2019 MARKET SEGMENTATION STRATIGIES OF PRINTER- RISHI SEN.doc

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PREFACE

Preparing a project of this nature is an arduous task and I was

fortunate enough to get support from a large number o persons. I wish

to express my deep sense of gratitude to all those who generously

helped in successful completion of this report by sharing their

invaluable time and knowledge.

It is my proud and previledge to express my deep regards to

Respected HOD Dr.Pramesh Gautam, Head of Department of

Business Management , SWAMI VIVEKANAND INSTITUTE OF

TECHNOLOGY, SAGARfor allowing me to undertake this project.

I feel extremely exhilarated to have completed this project under

the able and inspiring guidance of Dr. Pramesh Goutam he rendered

me all possible help me guidance while reviewing the manuscript in

finalising the report.

I also extend my deep regards to my teachers , family members ,

friends and all those whose encouragement has infused courage in me

to complete to work successfully.

RISHI SEN

B.B.A. V SEM.


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ACKNOWLEDGEMENT

Preparing a project of this nature is an arduous task and I was fortunate

enough to get support from a large number o persons. I wish to express my deepsense of gratitude to all those who generously helped in successful completion of

this report by sharing their invaluable time and knowledge.

It is my proud and previledge to express my deep regards to Respected ,

Head of Department Dr.Pramesh Gautam, Department of Business

Management , SWAMI VIVEKANAND INSTITUTE OF TECHNOLOGY

SAGARfor allowing me to undertake this project.

I feel extremely exhilarated to have completed this project under the able

and inspiring guidance of He rendered me all possible help me guidance while

reviewing the manuscript in finalising the report.

I also extend my deep regards to my teachers , family members , friends

and all those whose encouragement has infused courage in me to complete to

work successfully.

RISHI SEN

B.B.A. V SEM.

DELCLARATION BY THE CANDIDATE


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Date :

I declare that the project report titledMARKET SEGMENTAION STRATEGIES

OF PRINTERS " on Market Segmentation is nay own work conducted under the supervision

of Dr. Pramesh Goutam Department of Business Management, SWAMI

VIVEKANAND INSTITUTE OF TECHNOLOGY SAGAR To the best of my

knowledge the report does not contain any work , which has been submitted for the award of

any degree , anywhere.

RISHI SEN

B.B.A. V SEM.

CERTIFICATE


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The project report titledMARKET SEGMENTAION STRATEGIES OF

PRINTERS " been prepared by RISHI SEN BBA V Semester , under the

guidance and supervision ofDr. Pramesh Goutamfor the partial fulfillment

of the Degree of B.B.A.

Signature of the Signature of the Signature of the

Supervisor Head of the Department Examiner

CONTENTS

PREFACE

ACKNOWLEDGEMENT


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CERTIFICATE

DECLARATION

CHAPTER I INTRODUCTION

ABOUT PROJECT

AN INSIGHTOF COMPANY HISTORY MISSION AND VISION

STANDING POSITION OF COMPANY

BRAND VALUE

CHAPTER II OBJECTIVE OF THE STUDY

CHAPTER III RESEARCH METHODOLOGY

CHAPTER IV MARKET ANALYSIS

OVERVIEW

BRANDS

CHAPTER V CONSUMER GROUPS CONSUMER BEHAVIOUR

CHAPTER VI PRODUCT PROFILE

PLAN FOR PRODUCT MIX

PRODUCT RANGE

CHAPTER VII MARKETING STRATEGY

PRICING

POSITION AND DISTRIBUTION

PROMOTION

CHAPTER VIII ABOUT COMPETITORS COMPETITOR FOR PRODUCT

PRICE OF COMPETITOR PRODUCT

CHAPTER IX DATA ANALYSISAND INTERPRETATION

CHAPTER X LIMITATION

CHAPTER XI CONCLUSION & SUGGESTION

BIBLIOGRAPHY

QUESTIONNAIRE

INTRODUCTION OF PRINTER


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The word printer means different things in different fields of

applications. Going by the generic meaning, a printer means one

who is in the occupation of printing and publishing. It also means a

device which prints out the results of data computed by computers,as applied to computers. In the celluloid world, it stands for devices

used to copy and modify films. It is extremely relevant to talk about

the computer printers in this article.

Computer PrinterA computer printer transforms digitally stored

documents of graphics or text data into paper/hard copies. Printers

can be permanently interfaced with individual computers or can beanywhere in the network, invariably through network interfaces,

either wired or wireless, so that any or all users can share for hard

copy production. You will normally see a wired network in small

areas known as LAN and wireless networks or Ethernets are over a

wide area (WAN).

Types of Modern Printers have evolved so much that you can have

true life quality printing with them which is a departure from the

earlier 'dot matrix' printers. Here are some printers which are

relevant today.Inkjetprinters Laserprinter Plotters printer

Thermal printers Digital minilabs.

Generally in an office environment, the first three types of printers

are the preferred ones. These are designed especially for office

needs such as printing text matters, graphics like charts and power

point presentation documents etc with an exception that plotters are


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dedicated for uses like constructional drawings which can't be

'printed'.

How Printers WorkInkjet printers print by placing extremely small

(50-60 microns in size) ink drops precisely in the format of the

original document. The precision is so high that equals resolutions of

1440x720 dpi. The dots can any colors in predetermined combination

to create color images.Laser printers work similar to photocopiers

but differing in producing images. The document is directly scanned

on to a photosensitive drum creating a negative image which is later

developed by 'lamping back' and pressurized rolling over the paperby fusing.

Plotters can print only line diagrams by one or more pens moving

laterally according to the commands received by them.

Buying PrintersFundamental points to consider while buying printers

are price, speed, quality of print and in addition, cost of printing. Youmay want to look at the features offered like inbuilt cameras,

resolution of minimum 1200x1200 dpi, cost of toner cartridge etc.

Warranty will be usually for a year and generally speaking, you need

not worry about maintenance/after-sales-service during their lives.

But for photo printing, you need to buy the specific type of printer, if

your preferred inkjet doesn't boast of this feature inbuilt there.


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Essential elements in a valid sale:

(1) Competence of both the buyer and seller to enter into a contract

(2) Mutual agreement on the terms of exchange

(3) A thing capable of being transferred

(4) A consideration in money (or its equivalent) paid or promised.

When both the seller and the buyer perform their respective duties by abiding the

above 4 elements of a valid sale, one can say that sale is executed

Who is a seller?

One who sells or initiates contracts to sell goods; the one who transfers property

as a result of a sales contract.

Who is a buyer?

One who buys or agrees to make a purchase or one who has the capacity to

finance his demand and receives property in exchange for money or valuable

consideration.

Meaning of service: Customer service also known as Client Service, it is a

provision of service to customers before, during and after a purchase. Customer

service is an organization's ability to supply their customers' wants and needs.

Excellent customer service is the ability of an organization to constantly and

consistently exceed the customer's expectations. Improving customer service

involves making a commitment to learning what our customers needs and wants

are and developing action plans that implement customer friendly processes

during and after a purchase. The service provided should be upto the customers

satisfaction as this would lead to a better image of the company in the market,

thus enhancing the sales.

There are five characteristics to a service which are discussed below:


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1. Lack of ownership: one cannot own and store a service like you can a

product. Services are used or hired for a specific period of time.

2. Intangibility: one cannot hold or touch a service unlike a product. In saying

that although services are intangible, the satisfaction consumers obtain have a

direct impact on the sales of the company.

3. Inseparability: Services cannot be separated from the person who is

rendering a service.

4. Perishability: Services lasts for a specific period of time and cannot be

stored like a product for later use.

5. Heterogeneity: It is very difficult to make each service experience identical.

History of Computer Printers

PrintersIn 1953, the first high-speed printer wasdeveloped by Remington-Rand for use onthe Univac computer.In 1938, Chester Carlson invented a dryprinting process called electrophotography commonly called aXerox, the foundation technology for laser printers to come.

The original laser printer called EARS was developed at theXerox Palo Alto Research Center beginning in 1969 andcompleted in November, 1971. Xerox Engineer, GaryStarkweather adapted Xerox copier technology adding a laserbeam to it to come up with the laser printer. According to
http://inventors.about.com/library/weekly/aa062398.htmhttp://inventors.about.com/library/inventors/blxerox.htmhttp://inventors.about.com/library/weekly/aa062398.htmhttp://inventors.about.com/library/inventors/blxerox.htm


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Xerox, "The Xerox 9700 Electronic Printing System, the firstxerographic laser printer product, was released in 1977. The9700, a direct descendent from the original PARC "EARS"printer which pioneered in laser scanning optics, charactergeneration electronics, and page-formatting software, was thefirst product on the market to be enabled by PARC research."

According to IBM, "the very first IBM 3800 was installed in thecentral accounting office at F. W. Woolworths North Americandata center in Milwaukee, Wisconsin in 1976." The IBM 3800Printing System was the industrys first high-speed, laserprinter. A laser printer that operated at speeds of more than100 impressions-per-minute. It was the first printer to combinelaser technology and electrophotography according to IBM.

In 1992, Hewlett-Packard released the popular LaserJet 4, thefirst 600 by 600 dots per inch resolution laser printer.

In 1976, the inkjet printer was invented, but it took until 1988for the inkjet to become a home consumer item with Hewlett-Parkard's release of the DeskJet inkjet printer, priced at awhopping $1000.


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OBJECTIVE OF THE STUDY

Objectives of the Study

To study the effectiveness of sales and services of Printer .

To know the reason why people prefer (HP Printer ) brand.

To comprehensively understand the companys business, analyse its

performance by systematically studying its market shares.

To find out the present Performance of Printer in Sagar .


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RESEARCH METHODOLOGY

According to Green and Tall A research design is the specification of the

methods and procedures for acquiring the information needed. It is the overall

operational pattern or framework of the project that stipulates which information

is to be collected, from where it is to be collected and by what procedures

This research process based on primary data analysis and secondary data

analysis will be clearly defined to meet the objectives of the study.

I chose the primary sources to get the data. A questionnaire was designed

in accordance with our mentor in Ketchup. I chose a sample of about 30

corporate customers

I collected some data from the secondary sources like published Company

documents, internet etc.

Research Design

A research design is the arrangement of conditions for collections and analysis

of data in a manner that aims to combine relevance to the research purpose with

economy in procedures. It is a descriptive cross sectional design .It is the

conceptual structure with in which research is conducted; it constitutes the

blueprint for the collection, measurement and analysis of data.


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It is needed because it facilitates the smooth sailing of the various research

operations, thereby making research as efficient as possible yielding maximal

information with minimal expenditure of effort, time and money.

In the preliminary stage, my research stage constituted of exploratory study by

which it is clear that the existence of the problem is obvious .So, I can directly

head for the conclusive research.

Sampling Plan

Sampling plan is a distinct phase of research process. In this stage I have to

determine who is to be sampled, how large should be the needed sample and

how sampling unit is to be selected.

Population

In my research, I have defined my population as a complete set of customers of

Sagar City.

Sample Survey

As compared to census study, a sample study has been conducted by us because

of:

Wide range of population, it was impossible to cover the whole population

Time and money constraints.

Sample Unit

In this survey I took the list of customers from the dealers of Ketchup

Sampling Technique

Sampling technique implies the method of choosing the sample items, the two

methods of selecting sample are:

Probability method.

Non-probability method.


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Probability method is those in which every item of the universe has an equal

chance of the inclusion in the sample. Non-probability methods are those that

do not provide every item in the universe with known cause of being included in

the sample. The selection process is partially subjective.

For my study, I employed the Non-probability sampling technique, in which I

got the data of the customers from the dealer of Ketchup.

Instrument of collection of data

I have used one set of questionnaire to collect data from the customers. This

questionnaire is structured and highly ordered. This includes both close ended

and open ended questions. The close ended questions included both dichotomous

and multiple choice questions.


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MARKET ANALYSIS

Bar charts & Pie charts are used to analyze the data and to arrive at conclusions.

PRODUCTS VS. PRICE

HP Officejet 4500 All-in-One Printer - G510h (CB868A) (Grey)

8,9996,580

HP Officejet 4500 Desktop All-in-One Printer - G510b (CM754A)...

7,4995,575

Epson Stylus - T13 Printer (Black)

2,9952,290
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Samsung ML-1676 Laser Printer (Black)

5,4995,290

Samsung Printer SCX-3206W (Black)11,99911,115

HP Deskjet 1000 Printer - J110a (CH340D) (Grey)

2,3202,211

HP Officejet J3608 All-in-One Printer (CB070A) (White)

6,9995,550

HP Cp-1525N Laserjet Printer (White)

19,61018,939
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HP Color Laser Printer - CM175NW (Black)

45,60039,999

HP Multifunction Printer - 1213NF (Black)16,99915,029

HP Multifunction Laserjet Printer - M1136 (Black)

11,1299,876

HP Deskjet Ink Advantage All-in-One Printer K209 (Black)

8,8997,100

HP Deskjet 1050 All-in-One Printer series - J410 (CH346D)...

4,1993,649
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HP Laser Printer - P1108 (Black)

6,4995,749

Epson LQ-2190 dot matrix printer (Grey)39,00037,299

Epson LX-300+ II 9-pin narrow carriage impact printer (White)

9,1007,700

HP Laserjet Pro P1566 Printer (White)

9,5998,890

Panasonic Compact 3-in-1 Multi-function Printer (Grey)

8,9998,320
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CONSUMER BEHAVIOURS


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COMPANY PROFILECANON PRINTERHISTORY OF CANON

A modest beginning in a small

room

In 1933, a small laboratorydedicated to making high-quality

cameras was set up in a

simpleapartment room in theRoping area of Tokyo.

At the time, all high-quality cameras were European with the majority coming fromGermany.

It was in this small room that young people with a big dream earnestly began their

work onproducing a high-quality Japanese camera, marking the beginning of Canon.

Through hard work and with an enterprising spirit, they eventually succeeded in

building aprototype, which was named Kwanon after the Buddhist goddess of mercy.

The following year, in 1935, Japan's first-ever 35 mm focal-plane-shutter camera, the

Hanza Canon,was born, along with the origin of the Canon brand.

Striving for the world's best camera

In 1950, Canon's first president, Takeshi Mitarai, went to America for the first time toattend an internationaltrade fair.


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Having seen modern factories and a high standard of living first hand, upon his return,he built a fireproof factory of steel-reinforced concrete in the Shimomaruko area of

Tokyo, which he saw as essential for Canonto succeed in doing business with the

world at large.

Mitarai also made clear his respect for humanity by stressing the importance of the

Sanji, or "three selfs"spirit, the guiding principle for Canon employees.

In 1955, Canon made its first step into the global market with the opening of a U.S.

office in New York City.

In 1957, Canon set up its sole European distributor, Canon Europe, in Geneva,

Switzerland.

By 1967 exports already topped 50% of the company's total sales.

The challenge of diversification

Soon after its founding, Canon was hard at work in 1941 on diversifying itself with the

introductionof Japan's first indirect X-ray camera and other products

In the 1960s, the company took further steps toward diversification by addingelectrical, physical andchemical technologies to its optical and precision technologies.

In 1964, Canon entered the office equipment market with the debut of the world's first10-keyelectronic calculator.

In 1967, the management slogan "cameras in the right hand, business machines in theleft" wasunveiled and in 1969 the company changed its name from Canon Camera Co.,

Inc. to Canon Inc.

Canon took on the challenge of developing Japan's first plain paper copying machine,

which itintroduced in 1970, and realized further diversification from one challenging

field to the next.

Averting disaster with the Premier Company Plan

By 1970, Canon grew to 44.8 billion yen in sales and more than 5,000 employees.

But hit by dollar and oil shocks, followed by problems with a defective electronic

calculator displaycomponent in 1974, Canon fell on hard times, and in the first half of

1975 failed to pay a dividendfor the first time since becoming a public company.

In 1976, Canon unveiled its Premier Company Plan, an ambitious strategy to transform

Canon intoan "excellent global company" through such means as introducing a vertical


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business groupconstitution and establishing a horizontal development, production and

sales system.

The plan proposed high ideals and pooled the strength of its employees, enabling the

company topromptly recover.

Canon's second inauguration

Canon continued to grow under the Premier Company Plan. With the dawn of the

personal computerage

Canon introduced to the world a series of products never before seen, among them a

personalcopying machine based on all-in-one cartridge system a laser printer with

semiconductor laser, and aBubble Jet inkjet printer.

Canon also began promoting global production in earnest on the road to becoming an

excellentglobal company.

Then, in 1988, the 51st anniversary of the company's founding, Canon announced its

secondinauguration and unveiled its corporate philosophy of kyosei, anunfamiliar term at the time.

It also began promoting such progressive and environmentally sound activities as toner

cartridgerecycling in addition to globalizing its development

HPBill Hewlett and Dave Packard founded

HP in 1939. Their first product was an

audiooscillator and one of their first customers

Walt Disney. Disney used the oscillator totest

audio equipment in the 12 specially equipped

theaters showing Fantasia in 1940.HP entered

the computer market with the HP 2116A in

1966. It was designed to control HPs large product line of test and measurement

equipment. By 1969, HP was marketing a timesharing computer system and

continued to issue new products,including their HP-35 hand-held calculator and


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several computers in the 1970s.By the end of the 1980s they had a full range of

computing equipment from largescientific machines to personal computers and

peripherals. In 2002, HP acquiredCompaq (and thus the merged remains of DEC,

Tandem, and a few other firms).

Product and Organizational structure

HP has successful lines of printers, scanners, digital cameras, calculators,

PDAs,servers, workstation computers, and computers for home and small

business use;many of the computers came from the 2002 merger

withCompaq.HP today promotesitself as supplying not just hardware and

software, but also a full range of services todesign, implement, and support IT

infrastructure.HP's Imaging and Printing Group (IPG) is "the leading imaging

and printing systemsprovider in the world for printer hardware, printing supplies

and scanning devices,providing solutions across customer segments from

individual consumers to small andmedium businesses to large enterprises.HP's

Personal Systems Group (PSG) claims to be "one of the leading vendors

of personal computers ("PCs") in the world based on unit volume shipped and

annualrevenue."

PSG includes business PCs and accessories, consumer PCs andaccessories,

(e.g.,HP Pavilion,CompaqPresario,Voodoo PC), handheld computing(e.g., iPAQ

Pocket PC), and digital "connected" entertainment (e.g., HP MediaSmartTVs,

HP MediaSmart Servers, HP MediaVaults, DVD+RW drives). HP resold

theApple iPod until November 2005
http://en.wikipedia.org/wiki/Compaqhttp://en.wikipedia.org/wiki/Hewlett-Packard#cite_note-05-00-41http://en.wikipedia.org/wiki/Hewlett-Packard#cite_note-05-00-41http://en.wikipedia.org/wiki/HP_Pavilion_(computer)http://en.wikipedia.org/wiki/HP_Pavilion_(computer)http://en.wikipedia.org/wiki/Compaqhttp://en.wikipedia.org/wiki/VoodooPChttp://en.wikipedia.org/wiki/Compaqhttp://en.wikipedia.org/wiki/Hewlett-Packard#cite_note-05-00-41http://en.wikipedia.org/wiki/Hewlett-Packard#cite_note-05-00-41http://en.wikipedia.org/wiki/HP_Pavilion_(computer)http://en.wikipedia.org/wiki/Compaqhttp://en.wikipedia.org/wiki/VoodooPC


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MARKETING STRATEGIES

Marketing is an organizational function and a set of process for creating,

communicating and delivering value to customers and for managing

customer relationship in a way that benefits the organization and its

stakeholders. It is a social process wherein individuals and groups obtain

what they need and want through creating, offering and exchanging goods and

values with others. But customers do not consume whatever the industryproduce, hence the producer must find the needs and preferences of the customer

and then satisfy their needs. A producer can deliver better service to its

customers by striking a proper balance by using the concept of service marketing

mix.

The service marketing mix comprises off the 7ps. These include:

Product

Price

Place

Promotion

People


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Process

Physical evidence

Product

A tangible object or an intangible service that is mass produced or manufactured

on a large scale for the purpose of sale. A producer should provide better product

quality, design, features, packing and service to its customers in order to have a

niche in the market.

Price

The price is the amount a customer pays for the product. It is determined by a

number of factors including market share, competition, material costs, product

identity and the customers perceived value of the product. The business may

increase or decrease the price of product if other stores have the same product.

Place

Place represents the location where a product can be purchased. It is often

referred to as the distribution channel.It can include any physical store as well as

virtual stores on the Internet.

Promotion

Promotion represents all the communications that a marketer may use in order

to promote a product. Promotion has four distinct elements viz. advertising ,

public relations, word of mouth andpoint of sale.

Advertising covers any communication that is paid for, from television

commercials, radio, Internet adverts, through print media and billboards. One of

the most notable means of promotion today is the Public relations where the

communication is not directly paid for and includes press releases, sponsorship

deals, exhibitions, conferences, seminars or trade fairs and events. Word of

mouth is an apparently informal communication about the product by ordinary
http://en.wikipedia.org/wiki/Promotionhttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/wiki/Word_of_mouthhttp://en.wikipedia.org/wiki/Point_of_salehttp://en.wikipedia.org/wiki/Promotionhttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/wiki/Word_of_mouthhttp://en.wikipedia.org/wiki/Point_of_sale


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individuals, satisfied customers or people specifically engaged to create word of

mouth momentum. Sales staff often plays an important role in word of mouth

and point of sale.

People

Recruiting the right staff and training them appropriately in the delivery of their

service is essential if the organization wants to obtain a form of competitive

advantage. Consumers make judgments and deliver perceptions of the service

based on the employees they interact with. Staff should have the appropriate

interpersonal skills, aptititude, and service knowledge to provide the service that

consumers are paying for.

Process

Refers to the systems used to assist the customers in delivering the service and

the time spent for the delivery of the product and it is a procedure, mechanism

and flow of activities which lead to an exchange of value.

Physical Evidence

Physical Evidence is the element of the service marketing mix which allows the

consumer to make judgments on the organization based on the service received.

Physical evidence is an essential ingredient of the service mix, consumers will

make perceptions based on their sight of the service provided which will have a

direct impact on the organizations perceptual plan of the service. To a certain

extent managing services are more complicated than managing products,

products can be standardized, and to standardize a service is far more difficult.


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ABOUT COMPETITORS


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DATA ANALYSIS AND INTERPRETATION

1. Which brand does the consumer prefer? Grade according to thepreference?

1. HP [Printer ]

2. Xerox

3. Dell


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Interpretation:

The survey reveals the customer prefer Printer brand rather the other

two brands. The preference for HP goes upto 52%. Xerox hold the

second position by receiving 28% and Dell holds the third position by

receiving the share of 20%.

2. When does the company comes out with offers/ Discounts?

1. Ageing stock liquidation

2. Leverage their sales3. Downfall of sales


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Interpretation:

Company comes out with offers and discounts for several beneficial

reasons for both customers and the company itself. two important

reasons for which company introduces offers and discounts is Ageingstock liquidation and Leverage sales which is upto 40%

simultaneously whereas, the third reason is downfall of sales which is

upto 20% only.

3. Rate the quality of service provided by different companies?

1. HP (Printer )

2. Xerox

3. Samsung


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Interpretation:

Hp provides the best service on its customers words. The quality of

service provided by HP is 60% in comparison with the other two

brands. Xerox holds upto 25% and Samsung holds upto just 15% of

share in total.

4. Under what circumstances the company does increases or

decreases the price?

1. Dollar appreciation/Deprecation


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2. Customers protection

3. Leverage sales

Interpretation:

The price fluctuation in a company occurs due to many circumstances.

Increase in price of a companys product is due to dollar appreciationand vice versa. Dollar app/dip is the most important circumstances in

fluctuation of price and takes upto 65%. Price also increase to leverage

the sales of company which is upto 25%.whereas, price are mainly

decrease with a sole intension of customers protection which goes to

10% .

5. What are the high quality services provided by the company?

1. Comprehensive warranty ( Labour , Parts , Onsite)

2. Translating Principles into practice


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3. Operational excellency

Interpretation:

The company provides high quality services on its customers demand.

The best service provided by company is comprehensive warranty

(Labour,Parts,Onsite) which is in demand upto 60% among customers,

30%is translating principles into practice while only 10% of quality

service is in operational excellence .

6. What are the product support service divisions?

1. Laptops


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2. Printers

3. Plotters

Interpretation:

It is due to product support service divisions that companys have

explosive world wide growth is sales. 45% of PSSD goes to laptops

and 40%of it goes to printers due to its realization that challenge is not

gaining new customers, but keeping old ones. Whereas, plotters

contribute upto 15% of PSSD only.


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7. What are the offers offered by the company to maintain

customers loyalty?

1. Gift on Purchases

2. E- support packs

3. MVC (Most valuable customers)

Interpretation: 40% of companys would give up with gifts and

hampers on purchase by customers to maintain customers locality.

35%contributes to E-support pack to assist customers in functioning of

products smoothly whereas, only 25%of share goes to MVC, where

MV customers would be protected by price hike and other issues

dealing in customer loyalty.


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8. What are the segments do HP caters and fulfill customers

needs?

1. Large Format Printing Solutions

2. Home & Office Printing Solutions

Interpretation:

HP caters and fulfill customers needs on two main segments. The first

one is Large Format Printing Solutions which takes 68% of share

whereas, customer need for Home and Office Printing Solutions takes

the share upto 32%


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9. What is the Technical support line & How doses it benefit

customers?

1. Online Service Solution

2. Onsite Service Solution

3. On carry Service Solution

Interpretation:

Technical support line is to provide quality, accuracy and consistency

and response to caller/customers. online service solutions assist

customers upto 10%, on carry service solutions provide upto 55% of

customer benefits whereas, on site service solution provides 35% on

needed benefit to customers.


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10. According To you does the brand HP (Printer ) influence you?

1. Agree

2. Disagree

Interpretation:Hp largely influence me and takes the share upto 82% of agree while, only 18%

of disagree is to be noticed.


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LIMITATION

Every effort and care has been taken to overcome the limitations and to make the

study useful.

Following are the limitation listed below:

1. Human behavior is too complex to determine. So the information

disclosed by them may not be very accurate.

2. The study does not include much of financial aspects of Printer as it

would lead to higher volume of study.

3. The size of sample survey was 20 customers.

4. It might be possible that the answers given by the respondents are full of

biasness.

5. The sales and service coordinator of the company could not give much of

his time and refuse to provide sufficient data.


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Findings

Customers first choice is Printer which they consider as the best

of the products to be chosen among the choices. Therefore, the

performance goes upto 52% which is more then half than the

other options mentioned. Xerox and Dell are the followers by

28% & 20% respectively.

The company comes out with various offers and discounts on its

entire range of products. The company has its own reasons and

motives to introduce offers and discounts on its products.

Leverage of sales ad ageing stock liquidation are the two main

reason of the company to come up with offers and discounts

which takes equal share of 40% each. Downfall of sales when the

company faces ti dooms period is also the reason to come out

with offer and discount. Such offers and discounts are of 20%.

Service is among one of the reasons, holds up the customers of

the company. HP provides the best service to its customers.


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Therefore, it takes up 60% of share in comparison with the other

two brands, i.e. Xerox 25% and Samsung 15%.

The company has to face many unforeseen circumstances forwhich, price variation/fluctuations is common thing to be

noticed. 65% of price fluctuations is due to Dollar appreciation

or deprecations. Decreasing price is an important strategy to be

noticed by a company to increase or leverage its sales

The company has to provide its customers high quality service inorder to retain its goodwill and to hold up customers.

Comprehensive warranty on labour/parts/onsite is of 60% which

the company provides. Translating principles into practice30%

and operational excellence 10% are in succession

Every product has its support service division HP has its own set

of product support service division. It has laptops which is upto

45% of total share, Printers also goes upto 40%,whereas, plotters

mark upto 15% only. On a whole product support service

division completes the total range of a company.

Customer loyalty is very important, for a company to run

successfully to maintain customers loyalty, the company has to

introduce various offers like rewards/Gifts on purchase E

-coupons which are upto 40%.


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When there is need from a customer, it is then that a company

comes into existence. HP fulfills the needs of printing as

demanded by customers. It assists the customers in large

formatting printing solutions by 68%, whereas home and office

printing solutions is upto 32% only.

Once the company sells its product to customers they need

technical support line which is beneficial for customers in usage

of the products on carry service solution is beneficial to

customers upto 55%, whereas online service solutions has a

minimum share of only 10% to the customers.

HP totally influences customers and they agre to it by 80%. Hp

serves its customers on domestic, interstate and international

sectors and on the other way it exceeds the expectations of every

client by offering outstanding customers service and improving

operational efficiency. It has the best integrity and code of

conduct giving rise to trust based relationship .whereas, only

18% customers disagree with the product.


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Conclusion

Printer The worlds largest company which operates nearly in every

country. A company with a very high growth potential in market. Hp is the

sixth largest software company in the world by taking a near 3.9% market

share lead in comparison with Dell.

The study aimed at finding out the market shares of HP plotters, imaging

products and several other computing devices for personal and professional

use. It was found that mostly organization prefer the Hp plotters and

printers because the service, facilities of MFD (Multi functioning device),

power saving and finest quality. Thus because of its optimized system

functionality and improved operational efficiency HP stands at No.1

position.

The project analysis of sales & service of Mass Enterprises shows a very

clear picture that they are reaching upto expertistation in sales & service of

HP products. The analysis also shows that Mass Enterprises is providing

continual functioning & technical support to its customers.

So, if Mass Enterprises wants to show their strong preference in Sagar

through HP they should have better creditability system, more better


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service, best financial transaction, high margin growth. These are some

major factors which will help Mass Enterprise in making leader of Hp

dealership in Sagar .

QUESTIONNAIRE

1. Which brand does the consumer prefer? Grade according to the preference?1. HP [Printer ] 2. Xerox

2. Dell

2. When does the company comes out with offers/ Discounts?

1. Ageing stock liquidation 2. Leverage their sales

3. Downfall of sales

3. Rate the quality of service provided by different companies?

1. HP (Printer ) 2. Xerox

3. Samsung

3. Under what circumstances the company does increases or decreases the

price?

1. Dollar appreciation/Deprecation 2. Customers protection

2. Leverage sales

5. What are the high quality services provided by the company?

1. Comprehensive warranty ( Labour , Parts , Onsite)

2. Translating Principles into practice

3. Operational excellency

6. What are the product support service divisions?

1. Laptops 2. Printers

3. Plotters


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7. What are the offers offered by the company to maintain customers loyalty?

1. Gift on Purchases 2. E- support packs

3. MVC (Most valuable customers)8. What are the segments do HP caters and fulfill customers needs?

1. Large Format Printing Solutions

2. Home & Office Printing Solutions9. What is the Technical support line & How doses it benefit customers?

1. Online Service Solution 2. Onsite Service Solution

3. On carry Service Solution10. According To you does the brand HP (Printer ) influence you?

3. Agree

4. Disagree

Place Signature

Date

BIBLIOGRAHY

http://www.Printerindia.com

http://www.nestle.com

http://www.aphrodite-chocolates.co.uk/history_chocolate.htm

http://www.google.com

http://www.Printer.co.nz/carnival/index.htm

http://www.packaging-technology.com//Printer4.html

http://www.chocolatereview.co.uk

http://en.wikipedia.org/wiki/preference
http://www.cadburyindia.com/http://www.nestle.com/http://www.aphrodite-chocolates.co.uk/history_chocolate.htmhttp://www.google.com/http://www.cadbury.co.nz/carnival/index.htmhttp://www.packaging/http://www.chocolatereview.co.uk/http://en.wikipedia.org/wiki/preferencehttp://www.cadburyindia.com/http://www.nestle.com/http://www.aphrodite-chocolates.co.uk/history_chocolate.htmhttp://www.google.com/http://www.cadbury.co.nz/carnival/index.htmhttp://www.packaging/http://www.chocolatereview.co.uk/http://en.wikipedia.org/wiki/preference


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Documents

MARKET SEGMENTATION STRATIGIES OF PRINTER- RISHI SEN.doc