Welcome to the Presentation Presentation Topic: “Promotional Initiatives for Creating Customer Awareness in Computer Industry; A Study on HP." Presentation

Welcome to the PresentationWelcome to the PresentationPresentation Topic: “Promotional Initiatives for Creating

Customer Awareness in Computer Industry; A Study on HP."

Presentation Topic: “Promotional Initiatives for Creating Customer Awareness in Computer Industry;

A Study on HP."

IntroductionIntroduction

The basic scope of conducting this study was to analyze the promotional strategy and activities of Computer Source Ltd to create customer awareness. Here the report covered a little portion of their performance because they represent products from 43 reputed multinational brands. Since it’s a vast number of product line, I have shown the popular brand HP as the example. I collected information from the annual and periodic reports of the Company, face to face discussion with management, regular conversations with employee, questionnaire survey and other relevant sources, by working in some IT fairs, organizing some events and used those for the study purpose.

The basic scope of conducting this study was to analyze the promotional strategy and activities of Computer Source Ltd to create customer awareness. Here the report covered a little portion of their performance because they represent products from 43 reputed multinational brands. Since it’s a vast number of product line, I have shown the popular brand HP as the example. I collected information from the annual and periodic reports of the Company, face to face discussion with management, regular conversations with employee, questionnaire survey and other relevant sources, by working in some IT fairs, organizing some events and used those for the study purpose.

Objective of the ReportObjective of the Report

Broad Objective

The broad objective of the study is to understand the relationship between the promotional initiatives and customer awareness in the context of Computer Source Ltd.

Specific Objectives

i) To identify different promotional tools used by Computer Source Ltd create brand awareness about different computer brands

ii) To identify the Brand Performance of HP by using perception testiii) To identify the level of Customer Satisfaction related to

promotional initiatives of Computer Source Ltd regarding HP brandiv) To understand the relation between Customer Awareness and

satisfaction about Promotional Initiatives using regression analysis

Broad Objective

The broad objective of the study is to understand the relationship between the promotional initiatives and customer awareness in the context of Computer Source Ltd.

Specific Objectives

i) To identify different promotional tools used by Computer Source Ltd create brand awareness about different computer brands

ii) To identify the Brand Performance of HP by using perception testiii) To identify the level of Customer Satisfaction related to

promotional initiatives of Computer Source Ltd regarding HP brandiv) To understand the relation between Customer Awareness and

satisfaction about Promotional Initiatives using regression analysis

Sample PlanSample Plan

#Population: The target population of this survey includes all the customers of computer product within the age of 20 to 50 years.

# Sample Unit: Existing customers of computer brands within the age of 20 to 50 years of Dhaka city have been considered here. The data were collected from the BCS Computer City, Agargaon.

# Sample Frame: There is no concrete list or number of customers belonging to the population.

# Sampling Procedure: Non-probability convenience sampling procedure has been used. Mainly mall intercept method is used for questionnaire survey. The total sample size for this study is 100 customers within the age of 20-50 years.

# Fieldwork/ Data Collection: The questionnaire survey has been executed in BCS Computer City, Agargaon in Dhaka city.

#Population: The target population of this survey includes all the customers of computer product within the age of 20 to 50 years.

# Sample Unit: Existing customers of computer brands within the age of 20 to 50 years of Dhaka city have been considered here. The data were collected from the BCS Computer City, Agargaon.

# Sample Frame: There is no concrete list or number of customers belonging to the population.

# Sampling Procedure: Non-probability convenience sampling procedure has been used. Mainly mall intercept method is used for questionnaire survey. The total sample size for this study is 100 customers within the age of 20-50 years.

# Fieldwork/ Data Collection: The questionnaire survey has been executed in BCS Computer City, Agargaon in Dhaka city.

LimitationsLimitations

Though I tried my level best in preparing this report, some limitations were yet present there:

Unavailability of required secondary data in this area Lack of instrumental facilities to get proper information. Lack of available previous research works in this area for

guidance.

Though I tried my level best in preparing this report, some limitations were yet present there:

Unavailability of required secondary data in this area Lack of instrumental facilities to get proper information. Lack of available previous research works in this area for

guidance.

Company ProfileCompany Profile

Computer Source Ltd is the largest technology distributor of Bangladesh and a leading technology sales, marketing and logistics company. Computer Source provides comprehensive ICT solutions to its corporate partners. They create sales & profitability opportunities for their business partners and resellers through unique marketing initiatives, logistics services, technical supports, and financial support services. Since its beginning in 1993, Computer Source has connected technology solution providers with users nationwide, identifying markets and technologies that shape the IT industry. Today, Computer Source remains at the forefront of the technology marketplace, bringing the latest products and services to market and finding new ways to bring value to our customers. The company offers a broad array of solutions and services to thousands by distributing and marketing IT products from nearly 43 suppliers.

Computer Source Ltd is the largest technology distributor of Bangladesh and a leading technology sales, marketing and logistics company. Computer Source provides comprehensive ICT solutions to its corporate partners. They create sales & profitability opportunities for their business partners and resellers through unique marketing initiatives, logistics services, technical supports, and financial support services. Since its beginning in 1993, Computer Source has connected technology solution providers with users nationwide, identifying markets and technologies that shape the IT industry. Today, Computer Source remains at the forefront of the technology marketplace, bringing the latest products and services to market and finding new ways to bring value to our customers. The company offers a broad array of solutions and services to thousands by distributing and marketing IT products from nearly 43 suppliers.

Brand PortfolioBrand Portfolio

Questionnaire AnalysisDemographic Analysis

Questionnaire AnalysisDemographic Analysis

Gender DistributionGender Distribution

Male 57%

Female43%

Age DistributionAge Distribution

40%

37%

10%8%

5%

20-25 years25-30 years30-35 years35-40 yearsAbove 40

Educational LevelEducational Level

Below SSC HSC Graduation Post Garduation Others0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

10%

15%

45%

25%

5%

Questionnaire AnalysisGeneral Analysis

Questionnaire AnalysisGeneral Analysis

Overview of product type preferenceOverview of product type preference

Monitor Netbook Laptop Key-board

Mouse Sound-box

Percent-age

0.05 0.25 0.4 0.12 0.08 0.1

3%

8%

13%

18%

23%

28%

33%

38%

Brand AwarenessBrand Awareness

95%

5%

Yes

No

Recalling of brandRecalling of brand

85%

15%

Yes

No

Confidence level AnalysisConfidence level Analysis

Poorly Confident

Less Confident

Medium

Confident

Fully Confident

0% 10% 20% 30% 40% 50% 60% 70% 80%

2%

5%

3%

15%

75%

Awareness about the brand HP

Awareness about the brand HP

Strongly Agree

Agree Neutral Disagree Strongly Disagree

0%

5%

10%

15%

20%

25%

30% 25%

30%

17%15%

13%

Brand PreferenceBrand Preference

15%

3%

20%

17%

15%

25%

5%

HPAppleSamsungDellAsusAcerOthers

Factors influencing brand preferences

Factors influencing brand preferences

20%

17%

13%15%

17%

15%3%

QualityPriceDurabilityReliabiltyInnovativenessPromotionsOthers

Questionnaire AnalysisBrand Awareness Analysis

Questionnaire AnalysisBrand Awareness Analysis

Sources of information about the brand HPSources of information about the brand HP

25%

13%

23%

10%

12%

7%

10%5%

Leaflet

Poster

Newspaper Ad

Mgazine Ad

Billboard

Retail Shop

Fair

Campaign

Fulfillment of expectation regarding the brand HP

Fulfillment of expectation regarding the brand HP

YesNo

0%

10%

20%

30%

40%

50%

60%

70%

70%

30%

Recalling of Brand ElementRecalling of Brand Element

0%

5%

10%

15%

20%

25%

30%

Questionnaire AnalysisPerception Test

Questionnaire AnalysisPerception Test

Measuring Perception about QualityMeasuring Perception about Quality

Name of the brand

Total Score

Average Recommendation Rank

HP 532 5.32 Good Quality 4th

Apple 675 6.75 Very Good Quality

1st

Dell 558 5.58 Good Quality 3rd

Samsung 619 6.19 Very Good Quality 2nd

Acre 456 4.56 Average Quality 5th

Asus 423 4.23 Average Quality 6th

Measuring Perception about PriceMeasuring Perception about Price

Name of the Brand

Total Score

Average

Recommendation

Rank

HP 437 4.37 Affordable Price 2nd

Apple 114 1.14 Very High Price 6th

Samsung 451 4.51 Affordable Price 1st

Dell 418 4.18 Affordable Price 4th

Acer 325 3.25 High Price 5th

Asus 422 4.22 Affordable Price 3rd

Measuring Perception about Promotion

Measuring Perception about Promotion

Name of the Brand

Total Score Average

Recommendation

Rank

HP 493 4.93 Moderately Promoted

3rd

Apple 134 1.34 Rarely Promoted 6th

Samsung 156 1.56 Rarely Promoted 5th

Dell 357 3.57 Less Promoted 4th

Acer 679 6.79 Highly Promoted 1st

Asus 544 5.44 Well Promoted 2nd

Measuring Perception about Attractiveness

Measuring Perception about Attractiveness

Name of the Brand

Total Score Average

Recommendation

Rank

HP 433 4.33 Moderately Attractive

6th

Apple 575 5.75 Quite Attractive 2nd

Samsung 501 5.01 Quite Attractive 3rd

Dell 597 5.97 Quite Attractive 1st

Acer 435 4.35 Highly Attractive 5th

Asus 453 4.53 Quite Attractive 4th

Measuring Perception about Overall Brand Performance

Measuring Perception about Overall Brand Performance

Brand Name

Quality

Price Promotion

Attractiveness

Total Scor

e

Overall Positio

n

HP 4 2 3 6 15 3rd

Apple 1 6 6 2 15 3rd

Samsung 3 1 5 3 12 2nd

Dell 2 4 4 1 11 1st

Acer 5 5 1 5 16 4th

Asus 6 3 2 4 15 3rd

Questionnaire AnalysisPromotional Effectiveness TestQuestionnaire Analysis

Promotional Effectiveness Test

Promotion of HPPromotion of HP

Fully Agree Agree Neither agree or disagree

Disagree Fully Disagree

0%

10%

20%

30%

40%

50%

60%

55%

27%

13% 3% 2%

Percentage of purchasing after watching the advertisement

Percentage of purchasing after watching the advertisement



0%

5%

10%

15%

20%

25%

30%

35%

28%22%

5%

35%

10%

Importance of promotional tools to create brand awareness

Importance of promotional tools to create brand awareness



0%

10%

20%

30%

40%

50%

60%

70%

63%

27%

6% 3% 1%

Unique promotional initiativesUnique promotional initiatives



0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

44%

32%

4%

13%7%

Satisfied with the product qualitySatisfied with the product quality



0%

5%

10%

15%

20%

25%

30%

35%

33%31%

2%

17% 17%

Satisfaction about the offeringSatisfaction about the offering



0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

37%49%

7% 5% 2%

Evaluation of HP as a wholeEvaluation of HP as a whole



0%

5%

10%

15%

20%

25%

30%

35%

15%

35%

2%

27%21%

Impact of promotional toolsImpact of promotional tools



0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

41%38%

11%3% 7%

Recalling Advertisement of HPRecalling Advertisement of HP

Yes No0%

10%20%30%40%50%60%70%80%90%

100%89%

11%

Satisfaction level about the advertisement

Satisfaction level about the advertisement

Fully Satisfied Satisfied Neutral DissatisfiedFully Dissatisfied0%

10%

20%

30%

40%

50%

60%

51%

20% 15%5% 9%

Recalling Billboard Advertisement of HP

Recalling Billboard Advertisement of HP

Yes No0%

10%20%30%40%50%60%70%80%90%

78%

22%

Satisfaction level about the billboard advertisement

Satisfaction level about the billboard advertisement


5%

10%

15%

20%

25%

30%

35%

40%

45%

43%

28%

14%7% 8%

Recalling Leaflet Advertisement of HP

Recalling Leaflet Advertisement of HP

Yes No0%

10%

20%

30%

40%

50%

60%

70%

80%

67%

33%

Satisfaction level about the leaflet advertisement

Satisfaction level about the leaflet advertisement

Fully Satisfied Satisfied Neutral DissatisfiedFully Dissatisfied0%5%

10%15%20%25%30%35%40%45%50%

50%

20% 19%10% 9%

Recalling In-house Branding of HPRecalling In-house Branding of HP

Yes No0%

10%

20%

30%

40%

50%

60%

70%

80%

90%81%

19%

Satisfaction level about the In-house Branding

Satisfaction level about the In-house Branding

Fully Satisfied Satisfied Neutral Dissatisfied Fully Dissatisfied0%

10%

20%

30%

40%

50%

60%

55%

20%15%

4% 6%

Recalling Poster Advertisement of HPRecalling Poster Advertisement of HP

Yes No0%

10%

20%

30%

40%

50%

60%

70%63%

37%

Satisfaction level about the poster advertisement

Satisfaction level about the poster advertisement


5%

10%

15%

20%

25%

30%

35%

35%

30%

20%

6% 9%

Recalling Event of HPRecalling Event of HP

Yes No0%

10%

20%

30%

40%

50%

60%

70%

80%

90% 85%

15%

Satisfaction level about the eventSatisfaction level about the event

Fully Satisfied Satisfied Neutral Dissatisfied Fully Dissatisfied0%

10%

20%

30%

40%

50%

60%

53%

22%

10% 8% 7%

Ranking promotional tools according to their positive impact on creating Brand

Awareness

Ranking promotional tools according to their positive impact on creating Brand

Awareness

Promotional Tools Total Score Average Rank

Advertisement 351 3.51 3rd

Billboard 284 2.84 2nd

Leaflet 457 4.57 4th

Poster 632 6.32 6th

In-house Branding 196 1.96 1st

Event 523 5.23 5th

Sponsor 655 6.55 7th

Questionnaire AnalysisRegression Analysis

Questionnaire AnalysisRegression Analysis

Research FrameworkResearch Framework

Independent variables: Advertisement Billboard Leaflet In-house branding Poster Event

Dependent Variable: Customer Awareness

Independent variables: Advertisement Billboard Leaflet In-house branding Poster Event


Model DevelopmentModel Development

Customer Awareness = f (Advertisement, Billboard, Leaflet, In house branding, Poster and Event). Using the function a regression model can be estimated to find out the impact of the independent variables on customer awareness.

Y = α + β1X1 + β2X2 + β3X3 + β4X4 + β5X5 + β6X6

Where, Y = Customer AwarenessX1= Advertisement

X2= Billboard

X3= Leaflet

X4= In-house branding

X5= Poster

X6= Event

Customer Awareness = f (Advertisement, Billboard, Leaflet, In house branding, Poster and Event). Using the function a regression model can be estimated to find out the impact of the independent variables on customer awareness.

Y = α + β1X1 + β2X2 + β3X3 + β4X4 + β5X5 + β6X6

Where, Y = Customer AwarenessX1= Advertisement

X2= Billboard

X3= Leaflet

X4= In-house branding

X5= Poster

X6= Event

Thus the model is,

Customer Awareness = α + β1 Advertisement + β2

Billboard + β3 Leaflet + β4 In-house branding + β5 Poster + β6 Event

Thus the model is,

Customer Awareness = α + β1 Advertisement + β2

Billboard + β3 Leaflet + β4 In-house branding + β5 Poster + β6 Event

Development of HypothesisDevelopment of Hypothesis

H0 : β1 = β2 = β3 = β4 = β5 = β6 = 0 (There is no significant impact of promotional tools on creating customer awareness)

H1 : There is significant impact of promotional tools on creating customer awareness

Predictors: (Constant), Advertisement, Billboard, Leaflet, In-house branding, Poster and Event


H0 : β1 = β2 = β3 = β4 = β5 = β6 = 0 (There is no significant impact of promotional tools on creating customer awareness)

H1 : There is significant impact of promotional tools on creating customer awareness

Predictors: (Constant), Advertisement, Billboard, Leaflet, In-house branding, Poster and Event


Source DF SS MS F P

Regression 6 8.9041 1.4840 8.66 0.000

Residual Error 93 15.9356 0.1714

Total 99 24.8400

On the basis of the above table we observed that the value of F-statistic is 8.66 and its correspondence significant value is 0.000. So, we reject the null hypothesis considering 5% level of significance.

H0 = Null Hypothesis, H1 = Alternative Hypothesis

On the basis of the above table we observed that the value of F-statistic is 8.66 and its correspondence significant value is 0.000. So, we reject the null hypothesis considering 5% level of significance.

H0 = Null Hypothesis, H1 = Alternative HypothesisPredictor Coef SE Coef T P

Constant 1.2197 0.8338 1.46 0.031

Advertisement 0.07408 0.06829 1.08 0.028

Billboard 0.17590 0.06620 2.66 0.009

Leaflet 0.0466 0.1034 0.45 0.035

In-house Branding 0.28244 0.06808 4.15 0.000

Poster 0.0154 0.1095 0.14 0.889

Event 0.1724 0.1006 1.71 0.048

Now we shall test the regression coefficients. On the basis of the value of t-statistics given in above table, it is observed that none of the regression coefficient is statistically insignificant considering 5% level of significance. Here, the promotional tool poster’s value is 0.889, so we cannot be sure about whether poster has any impact on creating customer awareness or not.

Thus the fitted model is

Y = 1.2197+ 0.07408X1 + 0.17590X2 + 0.0466X3 + 0.28244X4 + 0.0154X5 + 0.1724X6

For this we can develop the following hypothesis:-H0 : Promotional tools have no impact on creating customer awareness

H1 : Promotional tools have significant impact on creating customer awareness

Now we shall test the regression coefficients. On the basis of the value of t-statistics given in above table, it is observed that none of the regression coefficient is statistically insignificant considering 5% level of significance. Here, the promotional tool poster’s value is 0.889, so we cannot be sure about whether poster has any impact on creating customer awareness or not.

Thus the fitted model is

Y = 1.2197+ 0.07408X1 + 0.17590X2 + 0.0466X3 + 0.28244X4 + 0.0154X5 + 0.1724X6

For this we can develop the following hypothesis:-H0 : Promotional tools have no impact on creating customer awareness

H1 : Promotional tools have significant impact on creating customer awareness

it can be observed that P value is <0.05, this means there is a little support for null hypothesis (no relation or impact). So, null hypothesis is rejected. So it is clear that there exists a significant impact or systematic relationship between the two variables.

S = 0.4139 R Sq = 72.8% R Sq (adj) =

68.7%

From the regression analysis result it is found that the adjusted R Sq is 68.7%, which shows that the model is good enough to predict the relationship between dependent and independent variables.

it can be observed that P value is <0.05, this means there is a little support for null hypothesis (no relation or impact). So, null hypothesis is rejected. So it is clear that there exists a significant impact or systematic relationship between the two variables.

S = 0.4139 R Sq = 72.8% R Sq (adj) =

68.7%

From the regression analysis result it is found that the adjusted R Sq is 68.7%, which shows that the model is good enough to predict the relationship between dependent and independent variables.

Major FindingsMajor Findings

Those who know about the brand HP knows very well about the brand. They are quite aware about the brand. From this analysis it can be predicted that, as they are fully confident about identifying the brand logo so they can be aware of the promotional tools of HP which can be helpful for further analysis.

Customers get information about the brand HP mainly from leaflets, posters and newspaper ads. Because the young generation is the main customers of computer products, they visit places to get latest information about computer products. Mainly they look for news about computer products and get attracted by latest offers.

There is a little support for null hypothesis (no relation or impact). So, null hypothesis is rejected. So it is clear that there exists a significant impact or systematic relationship between the two variables. From the regression analysis result it is found that the adjusted R Sq is 68.7%, which shows that the model is good enough to predict the relationship between dependent and independent variables.

Those who know about the brand HP knows very well about the brand. They are quite aware about the brand. From this analysis it can be predicted that, as they are fully confident about identifying the brand logo so they can be aware of the promotional tools of HP which can be helpful for further analysis.

Customers get information about the brand HP mainly from leaflets, posters and newspaper ads. Because the young generation is the main customers of computer products, they visit places to get latest information about computer products. Mainly they look for news about computer products and get attracted by latest offers.

There is a little support for null hypothesis (no relation or impact). So, null hypothesis is rejected. So it is clear that there exists a significant impact or systematic relationship between the two variables. From the regression analysis result it is found that the adjusted R Sq is 68.7%, which shows that the model is good enough to predict the relationship between dependent and independent variables.

Recommendation Recommendation

Profitability Improvement in Promotional activities Strong Management Quick Learning from past mistakes Use distribution channel perfectly Give Training to employee

Profitability Improvement in Promotional activities Strong Management Quick Learning from past mistakes Use distribution channel perfectly Give Training to employee

ConclusionConclusion

As there is impact of promotional tools on creating customer awareness, so Computer Source Ltd should focus more on promotions. As customers get information about the brand HP mainly from leaflets, posters and newspaper ads Computer Source Ltd should use these three promotional tools mainly to increase customer awareness.

As there is impact of promotional tools on creating customer awareness, so Computer Source Ltd should focus more on promotions. As customers get information about the brand HP mainly from leaflets, posters and newspaper ads Computer Source Ltd should use these three promotional tools mainly to increase customer awareness.

Documents

Welcome to the Presentation Presentation Topic: “Promotional Initiatives for Creating Customer Awareness in Computer Industry; A Study on HP." Presentation