Description
Brand Awareness is the extent to which a brand is recognized by potential customers, and is correctly associated with a particular product. Expressed usually as a percentage of target market, brand awareness is the primary goal of advertising in the early months or years of a product's introduction
A PROJECT REPORT ON “BRAND AWARENESS IN DEALERS & DISTRIBUTORS CUBIT COMPUTERS PVT.LTD.,
EXECUTIVE SUMMERY Laptop has become necessity than luxury now a day. In business, studies and even in day to day transactions computers have become a common medium. Computers play a very vital role in getting the work done more efficiently and quickly. Laptops compared to desktops have got additional feature of mobility, so now man does not really stick to one place for work. He can move around with mobile office with him. So we can say with the invention of laptop mobility in work has really increased. Laptop market is really big & competitive. Cubit as a Company has always believed in invention and has played a good role in bringing innovative products to its customer line. Cubit was the first company to introduce Tablet PC in Indian Market. Even it was first to bring MODT as a technology in PANEL PCS in Indian Market. In Laptop Industries no company are actual OEM?S (Original Equipments Manufacturers) i.e., no Company manufactures its own parts. They have there Technical collaboration either from China or Taiwan or other Countries. Again the technology used is either of Intel or AMD. Similarly, Cubit is a Gujarat based Company having Technical collaboration from Taiwan. Cubit is a premier partner Of Intel. I took visit of different departments of Company were I got chance to visit service department, sales department, accounts department and marketing & Advertisement department. All these departments identify the need of the customers i.e. the quality and pricing demanded by the customers. Hence all these departments are interlinked and proper cooperative and coordinative which helps customers to solve their any type of quarry in the little beat time. This helped me in getting a better understanding of teamwork.
? Branding:
Branding is most important task to any type of company. An important need of a company is the brand name of their company. If the customers will not be aware with the brand name of any manufacturing company, they will not give their first preference to particular that product at the purchasing time. Because there are two types of customers, one of them is brand conscious who doesn?t know the technology and the second one who believe in technology only. But the customers who are brand conscious only and suppose the company has no such a good brand name in the market at that time the company may lose their customers. So, I remembered a sentence of “Mr. Suresh Nair, he always says that you are buying a technology, not the brand.”
? Advertisement: - Advertising and marketing plays a very vital role in bringing awareness of company?s existence to public. It Consist of different Medias like news paper ads, Radio and T.V adds, Promotional activities, events etc... Advertisement is being helpful to generate lots of inquiries, spread brand awareness in the customers mind. As per the Indian market is concern, a large percentage of public depends upon news paper adds and T.V media for buying products. Cubit Company regularly gives its ads in news papers and also participates in such type of events which become helpful to generate new clients...Like Cubit, regularly participate in the ACMA IT show, INTEL?s Event etc... ? Technical support: - Imagine if we have data and advertisement that is to be published all over India but we don?t have technical persons and technology to communicate it with different locations in India. So for this purpose this department is very important. The report analysis “Consumer Behavior and Brand Awareness of the Cubit Computers Pvt.Ltd.” the survey used the method of questionnaire to gauge the consumer response. The findings from the data collected so far bring forth a positive response for the CUBIT LAPTOP
brand. This leads to a potential market for the same. Although the people aware about the product, seek some improvements in the product.
Overall my 8 weeks at CUBIT COMPUTERS were a perfect training experience where I have learnt many things like to convince the people, handling the customer, to work as a team, to show “can do” attitude, to handle the pressures, follow up the customer, many marketing strategies and many more DECLARATION
I, Sunil Joshi, hereby declare that the project report on Entitled “Brand Awareness of cubit computers Pvt. Ltd”is a result of my own work and indebtedness to other work / Publications, if any, has been duly acknowledged.
Place : Ahmadabad Date : 16th July, 2009.
Sunil Joshi (MBA 2nd SEM) SCMT, LIMBDI.
Table of Content Particulars Title Page Preface Company Certificate Acknowledgment Executive Summary Declaration Research Methodology Objectives Laptop Market in India Company Profile Organization Overview Departmental Study Analysis Key Findings Page Number 1 2 3 4 5 7 9 10 13 16 32 34 37 57
Conclusion Recommendation and Suggestions Bibliography Annexure
60 61 64 66
Research Methodologies
Research Objectives
? To know which brand?s products the dealers? maximum dealing. ? To know the satisfaction level of dealers. ? To know dealers opinion regarding company supports. ? To know whether a dealer is looking for a better service support or price support. ? To know the factor that dealers take in to account before purchasing any particular Brand?s products. ? For a fair comparison between margins provided to dealers by different companies. ? To know dealer?s interest in taking cubit?s dealership.
Type of Research
Quantitative Research Quantitative research is descriptive and provides hard data on the numbers of people exhibiting certain behaviors, attitudes, etc. It provides information in breadth and allows you to sample large numbers of the population. Research Design Research design initially was exploratory as there was exploration of possible various and different dealers and distributors to be identified and later it turns out to be quota and judgment as need it to be adjudicated.
Types ofRandom Sample
?
Simple RandomSample
A simple random sample is selected so that every possible sample has an equal chance of being selected from the criteria.
Research Timing: 15 days required for research. Sample size: Sample size for this project would be 30 so that I?d be able to conclude with authentic data.
Data Sources
Primary Data Sources Data originated by the researcher specifically to address the research problem are called primary data. So I have used questionnaire method for collecting the primary data for our research work. And the method is shown below. 1.) Questionnaire A structured technique for data collection that consist of a series of questions, written or verbal, that a respondent answers.
Secondary Data Sources 1.) Internet 2.) Government publication
3.) Other literatures 4.) Directories
Contact Methods
1.) Direct Contact Method The contact method will be used to collect the data filling questionnaire with the people. With the use of this method I have the opportunity of having one to one interaction with the respondents so that maximum possible information can be extracted with a formal as well as informal talk to optimally satisfy the objective of the research. 2.) IndirectContact Method: This method will be used to collected data from the third party which gives necessary input of their near and dear ones. This gives me the opportunity to cover maximum number of people in short time-span.
Limitations of the Study
? The time span under which the project will be conducted can be regarded as the constraint ? The people may be biased in giving the required data ? Due to lake of time the people may not give proper answers
Laptop Market In India
IT on a boom in India
Annual sales growth by 97% Households accounted for 37% of the market growth Businesses accounted for 63% of the market growth
Forecast of notebook market
Today, the smaller cities constitute close to 50% of the households. Retailers are targeting these small cities to get the maximum benefit. Increased targeting of the segments through latest technology, price reduction and interest free loan schemes,IT players launched notebooks targeting student?s community. Coming up of Wi-Fi zones in major cities have made notebooks more preferable. Education the key reason for purchasing notebook in a household
Notebook v/s Desktop sales: Gaining momentum
Growth in 2006-07 over 2005-06
Desktop PC 19%
Notebooks 97%
Overall PC 26%
First Notebooks account for 13% PC market, up from 9% in 2005-06. Notebook sales grew by 97%, First Notebooks account for 13% PC market, up from 9% in 2005-06. Notebook sales grew by 97%, while growth in Desktop sales was only 19%. Indian laptop manufacturing company
Opportunity:
Offer from the fastest growing IT Company which has already become a Market Leader in the IT Sector of Gujarat. Only Company in Gujarat to have own laptop brand. Part of India?s only private sector IT Company with a proven record of benchmark financial performance. Understanding the need of the customer and fulfilling the same.
Company Profile
EARLY TO RISE!
Mr. SURESH NAIR FOUNDER OF CUBIT COMPUTERS PVT.LTD.,
A laptop which offers a mobile computing solution, is that took 41 years old Mr. Suresh Nair to transform into a successful entrepreneur, whose company is believed to be the only laptop manufacturing company in Ahmadabad, offering customer support and expertise !!
The main aim of YOUNG ACHIVER Mr. Suresh Nair, was to develop a system that was affordable and provided the essential features, “without the unnecessary fluff of the conventional systems.” His attempts to launch his company Cubit as a laptop manufacturing company met with further success when it was registered as one of the first companies to introduce TABLET PCs in Indian market around five years back. Currently keen on exploring the Ahmedabad market, Mr. Suresh Nair feels that starting a company or being the chief executive was fine but what mattered was being able to expand the company!!! “You are buying technology, not the brand” -Mr. Suresh Nair.
M/s CUBIT COMPUTERS PVT. LTD. is an ISO 9001 - 2000 Certified Company in the year 1991. As a retail shop selling desktop of Intel, PCL and Keyboards, printers of TVSE and financial accounting software. In the year 2000 we introduced our own brand of laptops - Cubit. In span of 5 to 6 yrs. our turnover crossed Rs. 15 crore. We are fast growing company. Cubit Computers Pvt. Ltd., past gained a fine Reputation as a developer of Notebook Computer.
TECHNOLOGY & SUPPORT We are Authorized dealers of INTEL for the past 13 years, and aretechnically collaborated with Taiwan. In the Year 2001 Cubit launched their Own brand 'Cubit' laptops in the market. Cubit is one of the first companies who have got ISO - 9001 certification for manufacturing laptops in India. We have strong & dedicated marketing team, which consists of 150Professionals to help us grow and make sure that our customers get bestValue for the money. It is for this reason that we are successful in today?s Market scenario in spite of such cut-throat competition where people have tried to set themselves and have been thrown out of the market due to lack of professionalism.
EXPERIENCE & REACH We have supplied more than 10,000 nos. of laptops/notebooks in IndianMarket. Cubit is one of the 1st companies who have launched Tablet PC in India at the end of 2002. During these years Cubit wings were widely spread All over India. Though serving the whole of country, Cubit is focusing especially in the state of Gujarat and Maharashtra. With your esteem association we foresee to Widespread our business in western region. Besides we have our Branch Offices at Ahmadabad, Rajasthan, M.P, Mumbai, Cochin, Allahabad and Luck now In close proximity we shall be opening our branch office in All India too.
CUBIT VISION
A reputable winner in the knowledge - based economy through innovativeBusiness models and marketing of IT Products and Services.
CUBIT MILESTONE ü Incepted in the year 1991 ü Started manufacturing laptops in the year 2001 ü Received ISO 9001: 2000 certification in the year 2001 ü Proved technical competence by being one of the first companies to have Launched Tablet PC's in 2002 ü Achieved national level presence by the year 2004 ü Achieved a growth rate of 50 per cent by 2005
CUBIT ADVANTAGES ü First An ISO 9001 : 2000 Certified Company in laptop Industries. ü Latest Advanced Centering Mobile Technology, Core 2 Duo, Core Duo ü Best Price compare to others. ü Light weight models compare to others. ü Higher Battery Back-up. ü On-Site Service Support. ü Insurance option available. ü Finance Option available.
CUBIT MISSION Breaking barriers between people and technology signifies the company'sLong-term vision and Direction, to bridge the gap between technology and its users. To have 800 Cubit Alley Show room (Franchisee outlet) all across India by year 2010 July.
CUBIT VALUED CLIENT LIST Cubit has always faced tough competition in market and has picked up order against value for money. Today Cubit than has more 10 such corporate clients who ask for not less than 100 nos. of Laptop at a time. Cubit has been Able to make this only because this is the only company in Mobile Computing having complete focus on Laptop. Private Sector ü ARVIND MILLS LTD., ü ACRON PHARMACEUTICALS ü BONSAI PHARMACHEM LTD. ü CADILA PHARMACEUTICALS LIMITED ü CHIRIPAL TEXTILE MILLS LTD. ü CADILA HEALTH CARE LIMITED ü CMC LIMITED ü GUJTRON ELECTRONICS PVT.LTD. ü GUJARAT TELECOM COMPANY LTD. ü HAPPENING ENTERTAINMENT LTD. ü INTAS PHARMACUTICALS LTD. ü INDIAN OIL CORPORATION LTD. ü PARAS PHARMACEUTICALS LTD. ü STERLING ENTERPRISES LTD. ü DAIRY DEN LIMITED ü GUJARAT INFORMATICS LTD.
ü ELECTROTHERM INDIA LTD. ü TORRENT PAHRAMCEUTICALS LTD. ü JMC PROJECTS (INDIA) LTD. ü KALPTARU PAPER LIMITED
Education Sector ü DELHI PUBLIC SCHOOL ü ACT COMPUTER EDUCATION ü ASTRAL POLYTECHNIC PRIVATE LIMITED ü INSTITUTE OF PLASMA RESEARCH ü PRAMUKHSWAMI COMPUTER INSTITUTE Public Sector ü AHMEDABAD MUNICIPAL CORPORATION ü ALLAHBAD HIGH COURT ü PHYSICS RESEARCH LABORATORY Voluntary & Non-Profile Sector ü INDIAN RED CROSS ü EYE CARE HOSPITAL ü SARDAR PATEL HOSPITAL ü STERLING HOSPITAL Insurance Agencies ü MAX NEW YORK LIFE INSURANCE ü BAJAJ ALLIANZE INSURANCE
ü BIRLASUN LIFE INSURANCE ü MET-LIFE INSURANCE ü RELIANCE LIFE INSURANCE
By our company you can very well fulfill your all requirements because webelieve clients satisfaction and it?s our privilege to introduce our Firm to you so you come to know what exactly we are specialize in. We are sending you the franchisee proposal please click this link and go through the proposal and get back to us for the same. Any query in the same please get back to the undersign.
PROFILE OF CUBIT ALLEY
Franchisee booklet
Organizational Overview
PRESIDENT
VP oF SALES
CFO SERVICE HEAD
STATE HEAD ACCOUNT HEAD
REGION AL HEAD
REGION AL HEAD FRANCHI SEE OWNER
SR. ACC. GUJARAT
SR.ACC OTHER HEAD
M.P.HEAD
GUJ.HEAD
RAJASTHA N HEAD
BRANCH HEAD
MAHARAS HTRA HEAD
LOCAL DISTRIBUT OR DEALER
ACCOUNTAN T
ACCOUNTA NT
SERVICE ENGI.
SERVICE ENGI.
SERVICE ENGI.
SERVICE ENGI.
SALES TEAM
Departmental Studies
During my project I had studied various departments which were having its own functioning style and importance. The departments which I came across are following: ? Production ? Marketing ? Sales ? Finance and Accounts ? Service Team ? Human Resource ? Administration & Back Office
Production & QC (Quality Control): These departments take care of procurement, production and assembling of computers & updating them as per market needs. Introduction and innovation of new technology for its client is the main form of this department.
Marketing: After production departments work comes, the need of marketing team to promote and advertise those products in the market. Understanding the segment of market & promoting it to targeted segment is the main job of marketing department.
Sales: Marketing team generates inquiries and sales team carries it forward by picking up order, helping client to purchase right product which need their application, taking care of other factor like budget and requirements.
Finance & Accounts: Finance need is taken care by this department. A forecast is made for finance to be availed, taking into consideration. Sales and increasing demand of market and according finance is promoted for finance bodies. A detailed planning is done on procurement and repayments of such finance. An account is a sub department which takes care of purchase, sales and pay/receipt and other transaction of banks.
Human resource: Basically human resource take cares of finding right candidate for the right post to deal with customers in better and approachable way. HR person is delegated to groom the employee?s through training, development and providing compensation. I found that they recruit only to the potential employees who have good foundation in IT and good command over language and in addition who deal with customers in proper way. Company arranges a conference within every 3 months to apprise the employees who have achieved the desired performance.
Service Departments: A very important department for any company because sale and brand value of any company is depends on after sales service of the products. Service department of cubit play a very great role in providing „On-site warranty support? to our clients. I came across a lot of satisfied client who gives repeat orders due to cubit?s service support.
Administration & Back-Office: This department plays a great role in bringing co-ordination b/w all departments. Other works like mailing, calling, distributing information is taken care by this department.
Analysis
Business Type
Branded computers 29 Assembles 29 Branded laptops 30 Accessories 29 Other peripherals 30
Business types
30 30
29
29
29
Branded computers
Assembles
Branded laptops
Accessories
Other peripherals
Interpretation: In the above chart, there are different types of IT products which shows that from the different types, in which type the dealer maximum do his business. Here through this analytical information we can say that almost all the dealers are dealing in whole types of business.
Brand Awareness
1. ARE YOU AWARE ABOUT CUBIT AS BRAND?
YES 29
NO 1
Brand Awareness
3%
Y N
97%
Interpretation: The above Pie chart shows that how many percentages dealers are aware with the brand name of Cubit. As per the analytical information, I found that there are 97 percentages dealers & distributors aware with the brand name of Cubit.
This shows that the Brand name of Cubit is Familiar into dealers and distributors. So that, obviously there may not be difficult to promote the new and innovative products of Cubit to dealers & distributors.
2. DO YOU KNOW THAT CUBIT PROVIDES ON SITE SERVICESUPPORT & INSURANC?
YES 17
NO 13
On-site service
Y N
43% 57%
Interpretation: The above Pie chart shows us that how many dealers know that Cubit provides On – Site Service support and Insurance facility.
As per the given analytical information, we can say that 57 percentages dealers know that Cubit provides On- Site service support and Insurance facility.
Thus, it may become easy for company and for the dealers to promote and push the products of Cubit to the end users by showing this type of premium advantages.
3. ARE YOU AWARE ABOUT CUBIT BRINGING INNOVATIVE PRODUCT IN INDIA?
YES 6
NO 24
Innovation
20% Y N 80%
Interpretation: Through the above question and through the given chart we can take in mind that the Cubit isbringing an innovative products in India.
But the chat show that from the taken sample size, only 20 percentages of dealers of Ahmadabad know that Cubit brings such type of innovative product.
It means in more numbers of dealers are still not aware from the innovative product. So that, the company should get more approach of their dealers and distributors and should make them full with the knowledge by providing technical updates of company.
4. WOULD YOU LIKE TO HAVE TECHNICAL UPDATES FROM OUR SIDE?
YES 24
NO 6
Technical Updates
20% Y N 80%
Interpretation: The Chart shows that the company provides technical updates to their valuable dealers and distributors so that they can be aware with any type of new technology or from any newly launched product by company.
As per the given analytical information, we can say that 80 percentages of dealers are interested to be updated with the technology.
Thus, in this situation the company should provide them information about any new technology or newly launched products. Through the such type of activity, the company will get dual benefit. One is that the company can keep in touch with their dealers and if the dealers have whole information about technical updates of the market, It will become easy to convince the knowledgeable customers and to the premium customers who have fond of buying that product which recently updates in the market.
5. ARE YOU INTERESTED IN TAKING CUBIT DEALERSHIP?
YES 13
NO 17
Dealership
Y N
43% 57%
Interpretation: The above Pie – chart shows the percentages of those dealers who either interested to take a dealership of cubit or not.
As per the given analytical information, there are only 43 percentages dealer are showing their interest to take a dealership of Cubit.
It means that there are 57 percentages dealers are not interested to take a dealership of Cubit because of such reasons like.. Un known Brand, Service issues and others.
Brands Dealing In:-
Compaq 30
Cubit 4
Hp 30
Lenovo 30
Acer 30
Sony 30
Toshiba 30
Dealing in
35 30 30 25 20 15 10 5 4 0 Compaq Cubit HP Lenovo ACER Sony Toshiba 30 30 30 30 30
Interpretation:
In which Brand the dealers are dealing that shown in the above Column chart. Through the analytical information, we can say that except of Cubit the dealers are dealing in whole further brands.
Service Feedback
Compaq
Cubi t
Hp
Lenovo
Acer
Sony
Toshiba
G=1 8
V= 12
G= 4
G= 20
V= 10
G= 26
V= 3
A= 1
G= 24
V= 2
A= 4
G= 15
V= 13
A= 2
G= 23
A= 3
P= 4
Compaq
Very good 12 Good 18 Average 0 Poor 0 Very Poor 0
Compaq
0% 0% 0%
VG 40% G A 60% P VP
Interpretation: As per the analytical information, we can say that 60 percentages dealers of Compaq believed that the Compaq Provides good service support. And rest we can include in other criteria.
HP
Very good 10 Good 20 Average 0 Poor 0 Very Poor 0
HP
VG G A 0% 0%
0% P VP
33%
67%
Interpretation: As per the analytical information, we can say that 67 percentages dealers of HP believed that the HP Provides good service support. And rest of them will include in other criteria.
Lenovo:
Very good 3 Good 26 Average 1 Poor 0 Very Poor 0
0% VG
Lenovo
G A P VP 3% 0% 10%
87%
Interpretation: As per the analytical information, we can say that 87 percentages dealers of Lenovo believed that the Lenovo Provides good service support. And rest of them will include in other criteria.
Acer:
Very good 2 Good 24 Average 4 Poor 0 Very Poor 0
Acer
VG G A P VP 0% 0% 13% 7%
80%
Interpretation:
As per the analytical information, we can say that 80 percentages dealers of Acer believed that the Acer Provides good service support. And rest of them will include in other criteria.
Sony:
Very good 13 Good 15 Average 2 Poor 0 Very Poor 0
Sony
VG G A P VP 0% 0% 7% 43% 50%
Interpretation:
As per the analytical information, we can say that 50 percentages dealers of Sony believed that the Sony Provides good service support. And 43 percentages of them believed that company provides very good service. And rest of them will include in other criteria.
Toshiba:
Very good 0 Good 23 Average 3 Poor 4 Very Poor 0
Toshiba
VG G A P VP 0% 0% 13% 10%
77%
Interpretation: As per the analytical information, we can say that 77 percentages dealers of Toshiba believed that the Toshiba Provides good service support. And 10 percentages & 13 percentages of them believed that company provides Average & Poor service. And rest of them will include in other criteria.
Company Support Through the analytical study of Service Support Of different companies, we can understand the level of Company support easily.
Margins in Various Brands
Margins Compaq Cubit Hp Lenovo Acer Sony Toshiba 1-3% 3-5% 5% to Above
29 0 27 29 27 18 27
1 3 3 1 3 12 3
0 3 0 0 0 0 0
Compaq: 1-3% 29 3-5% 1 5% to Above 0
Compaq
3% 0%
1-3% 3-5% 5% to + 97%
Interpretation: The above analytical chart shows that the dealers of Compaq are getting maximum margins in between 1 to 3 percentages. In the IT sector, we can say that this is very nominal margins. We cannot say that Compaq provides good margins to their dealers.
Cubit:
1-3% 0 3-5% 3 5% to Above 3
Cubit
0%
1-3% 50% 50% 3-5% 5% to +
Interpretation: The above analytical chart shows that the 50 percentages dealers of Cubit are getting margins in between 3-5% and 50 percentages dealers are getting the profit margins at 5% and above. Through this analytical study, we can say that Cubit is only company which provides the profit margins at 5% to above in Laptops specially in comparison to other brands.
HP: 1-3% 27 3-5% 3 5% to Above 0
Hp
0% 10% 1-3% 3-5% 5% to + 90%
Interpretation: As per the above chart, we can say that 90 percentages dealers of HP got the margins between 1-3% and only 10 percentages are getting 3-5% margins.
Lenovo:
1-3% 29 3-5% 1 5% to Above 0
Lenovo
3% 0%
1-3% 3-5% 5% to + 97%
Interpretation:
As per the analytical chart, we can say that most of dealers of Lenovo got the margins between 1-3%.
Acer:
1-3% 27 3-5% 3 5% to Above 0
Acer
0% 10% 1-3% 3-5% 5% to + 90%
Interpretation: As per the above chart, we got the same result as HP. The most of dealers of Acer got the margin percentages between 1-3%.
Sony:
1-3% 18
3-5% 12
5% to Above 0
Sony
0%
40%
1-3% 3-5% 60% 5% to +
Interpretation: As per the given analytical information, we can say that after Cubit Company the Sony one of them which give good margins to their dealers. However, the 60 percentages dealers of Sony got margins between 1-3%. The other like around 40 percentages dealers got good margins around 3-5%.
Toshiba:
1-3% 27 3-5% 3 5% to Above 0
Toshiba
0% 10% 1-3% 3-5% 5% to + 90%
Interpretation: As per the given analytical information, again we got the same result as HP and Acer Company. 90 percentages dealers of Toshiba got the margins between 1-3% which is very nominal margins.
Key Findings
? Through the above analysis, I find out many important things which I pointed out under below:
? The dealers of Ahmadabad are doing their business in almost all types of IT Hardware related Products. ? The brand name of Cubit is being known by most of dealers and distributors of Ahmadabad. It means that the Cubit brand is familiar in dealers and distributors. But if we talk about end users, they are still not much aware with the brand of Cubit as the first It company in Gujarat which manufacturing Laptops. ? As per the deeply Study about the all Brands of Laptops like as Cubit, Compaq, Acer, I found that non – Company is manufacturer of Laptops. They all are technically collaborated with China as well as Taiwan because there is,in the huge number of IT Hubs. Cubit has technically collaboration with Taiwan. ? All the Laptops manufacturing Companies are just purchase the different parts from different places and assembling the whole parts in their ware houses. ? I found that suppose to buy a laptop then one should not go through Brand, But One should go through Technology. Because the In- Built Features may be same in the whole Laptop Brands like as …The Processor and Mother Board are being made by Intel and AMD Processor manufacturing Company only. ? Through the above analysis, I found that Only Cubit and Dell Company are providing On- Site Service Support to their Customers. Otherwise one has to go by carrying his/her Laptop to their nearest Company?s Service Centre.
? Trough the survey of dealers and distributors, there is in less numbers of dealers is interested to take a dealership of Cubit. Because of Such reasons: ? Somehow un known brand, so that it becomes difficult for dealers to convince the customers. ? Some of dealers manipulating as Cubit as a local brand. ? Lack of good Marketing Staff who handle the channel Sales as well as direct marketing. ? There is not international warranty. ? There is less advertisement of Cubit?s products. ? The Cubit directly opens its franchisee Show rooms so that the dealers are taking less interest for dealership. ? Through the research, I found that the company financially also not purely able to give big media ads. ? Through the above interpretation and analytical information I found that Only Cubit Company provides the margin around 6% to dealers and distributors. ? This margin is really good in comparison to other brands. Thus, if the dealer sells the product of Cubit, he will get the margins three times more than other brands.
Conclusion
From the market research on Brand awareness and buying behavior of customers through the dealers, I have found that the Ahmadabad has good market especially for IT products. The Channel partners or we can say dealers and distributors are taking a good hold in the market. If the company wants more sell, it should definitely get approach to the local dealers and distributors. I found that the dealers provide the particular model of particular brand which the customer wants. He is not trying to convince the customer to divert him for other brands; because of he is getting the same margins from whole brands. But Cubit company provides good margins to the dealers, company gives chance to earn more than other brands but still I had given above the reason that why the dealers are still not be ready to take a dealership of cubit. I conclude my research with the finding that Cubit has to more focus on branding, Advertisements, and should provide good service support to their valuable customers and company support to their valuable dealers and distributors by appointing a good Marketing staff who have good knowledge about IT products and who can show the difference between Brand and Technology. And should do maximum try to explore its own target market by giving them product satisfaction, brand satisfaction and longevity of product.
Recommendations & Suggestions
Recommendations:
? From the above finding researcher recommending that Cubit has to get more approach to the new dealers and show its innovative products and should give more company support to their existing dealers and distributors. ? Cubit should forward some inquires which the company directly get from its references.So that the dealers will show an interest and confidence for Cubit. ? Give the dealers some innovative and comparative product to demonstration at their own places so that the dealers can show the product and also can recommend buying the product to the end users.
Suggestions:
? I suggest company should more focus in retail market instead of corporate sales. ? I suggest company should more focus on Brand awareness in local places as well as in an international market. ? I suggest that company should make strong channel partners and also focus on company?s exclusive showrooms. ? I suggest that company should more concentrate on advertisement. The company should get the proper communicating medium between the company and its Market segment as well as its target market. For that company should give more media ads..Through T.V. and other ways to bringing awareness. ? I suggest that Cubit has to appoint thepotential MarketingStaffs who can show the difference between Brand and Technology, also can handle the dealers and distributors. ? I suggest that the company has to create a brand name which easily gets the existence in the customers mind. For that the company has to give big media ads, also can appoint any celebrity as a brand ambassador.
Bibliography
Web- sites:
http://www.cubitcomputers.com http://www.cubitalley.com http://www.google.com
Books
? Kotler and Keller, 2007, “Marketing Management”,12th edition, cha-4 Conducting Marketing Research, page 86-89.
Annexure
Questioners:
Cubit Computers Pvt. Ltd.
405, Abhiraj Complex, 68/b, SwastikSo.,Navarangpura, Ahmadabad -09. Gujarat, India. Ph: +91 79 – 26426995. [email protected], www.cubitcomputers.com
DEALERS INQUIRY FORM
PERSONAL DETAILS :1. 2. 3. 4. 5. FIRM’S NAME : - __________________________________________________________ DIRECTOR/OWNER/PARTNER’S NAME :-___________________________________ FIRM’S FORMATION DATE :-______________________________________________ CONTACT DETAILS :- (M) ________________________(O) _____________________ ADDRESS :- ______________________________________________________________ ______________________________________________________________ ______________________________________________________________
BUSINESS TYPES :1. BRANDED COMPUTERS 4. ACCESSORIES 2.ASSEMBLES3. BRANDED LAPTOPS 5.OTHER PERIPHERALS
BRAND AWARENESS :1. ARE YOU AWARE ABOUT CUBIT AS A BRAND ? 2. DO YOU KNOW THAT CUBIT PROVIDES ON SITE SERVICE SUPPORT &INSURANC? 3. ARE YOU AWARE ABOUT CUBIT BRINGING INNOVATIVE PRODUCT IN INDIA? 4. WOULD YOU LIKE TO HAVE TECHNICAL UPDATES FROM OUR SIDE? 5. ARE YOU INTERESTED IN TAKING CUBIT DEALERSHIP ?
YES
NO
BRANDS DEALING IN :1. COMPAQ 5. ACER 2. CUBIT 6.SONY 3.H.P 7.TOSHIBA 4. LENOVO 8. OTHERS________
SERVICE FEEDBACK :1. COMPAQ 2. CUBIT 3. H.P 4. LENOVO 5. ACER 6. SONY 7. TOSHIBA 8. OTHER____ VERY GOOD VERY GOOD VERY GOOD VERY GOOD VERY GOOD VERYGOOD VERY GOOD VERY GOOD GOOD GOOD GOOD GOOD GOOD GOOD GOOD GOOD AVERAGE AVERAGE AVERAGE AVERAGE AVERAGE AVERAGE AVERAGE AVERAGE POOR POOR POOR POOR POOR POOR POOR POOR
COMPANY SUPPORT :1. COMPAQ 2. CUBIT 3. H.P 4. LENOVO 5. ACER 6. SONY 7. TOSHIBA 8. OTHER____ VERY GOOD VERY GOOD VERY GOOD VERY GOOD VERY GOOD VERYGOOD VERY GOOD VERY GOOD GOOD GOOD GOOD GOOD GOOD GOOD GOOD GOOD AVERAGE AVERAGE AVERAGE AVERAGE AVERAGE AVERAGE AVERAGE AVERAGE POOR POOR POOR POOR POOR POOR POOR POOR
MARGINS IN VARIOUS BRANDS:MARGINS 1. COMPAQ 2. CUBIT 3. H.P 4. LENOVO 5. ACER 6. SONY 7. TOSHIBA 1- 3 % 3 – 5% 5% - OR ABOVE
THANK YOU, FOR YOUR VALUABLE TIME…….
doc_537209854.docx
Brand Awareness is the extent to which a brand is recognized by potential customers, and is correctly associated with a particular product. Expressed usually as a percentage of target market, brand awareness is the primary goal of advertising in the early months or years of a product's introduction
A PROJECT REPORT ON “BRAND AWARENESS IN DEALERS & DISTRIBUTORS CUBIT COMPUTERS PVT.LTD.,
EXECUTIVE SUMMERY Laptop has become necessity than luxury now a day. In business, studies and even in day to day transactions computers have become a common medium. Computers play a very vital role in getting the work done more efficiently and quickly. Laptops compared to desktops have got additional feature of mobility, so now man does not really stick to one place for work. He can move around with mobile office with him. So we can say with the invention of laptop mobility in work has really increased. Laptop market is really big & competitive. Cubit as a Company has always believed in invention and has played a good role in bringing innovative products to its customer line. Cubit was the first company to introduce Tablet PC in Indian Market. Even it was first to bring MODT as a technology in PANEL PCS in Indian Market. In Laptop Industries no company are actual OEM?S (Original Equipments Manufacturers) i.e., no Company manufactures its own parts. They have there Technical collaboration either from China or Taiwan or other Countries. Again the technology used is either of Intel or AMD. Similarly, Cubit is a Gujarat based Company having Technical collaboration from Taiwan. Cubit is a premier partner Of Intel. I took visit of different departments of Company were I got chance to visit service department, sales department, accounts department and marketing & Advertisement department. All these departments identify the need of the customers i.e. the quality and pricing demanded by the customers. Hence all these departments are interlinked and proper cooperative and coordinative which helps customers to solve their any type of quarry in the little beat time. This helped me in getting a better understanding of teamwork.
? Branding:
Branding is most important task to any type of company. An important need of a company is the brand name of their company. If the customers will not be aware with the brand name of any manufacturing company, they will not give their first preference to particular that product at the purchasing time. Because there are two types of customers, one of them is brand conscious who doesn?t know the technology and the second one who believe in technology only. But the customers who are brand conscious only and suppose the company has no such a good brand name in the market at that time the company may lose their customers. So, I remembered a sentence of “Mr. Suresh Nair, he always says that you are buying a technology, not the brand.”
? Advertisement: - Advertising and marketing plays a very vital role in bringing awareness of company?s existence to public. It Consist of different Medias like news paper ads, Radio and T.V adds, Promotional activities, events etc... Advertisement is being helpful to generate lots of inquiries, spread brand awareness in the customers mind. As per the Indian market is concern, a large percentage of public depends upon news paper adds and T.V media for buying products. Cubit Company regularly gives its ads in news papers and also participates in such type of events which become helpful to generate new clients...Like Cubit, regularly participate in the ACMA IT show, INTEL?s Event etc... ? Technical support: - Imagine if we have data and advertisement that is to be published all over India but we don?t have technical persons and technology to communicate it with different locations in India. So for this purpose this department is very important. The report analysis “Consumer Behavior and Brand Awareness of the Cubit Computers Pvt.Ltd.” the survey used the method of questionnaire to gauge the consumer response. The findings from the data collected so far bring forth a positive response for the CUBIT LAPTOP
brand. This leads to a potential market for the same. Although the people aware about the product, seek some improvements in the product.
Overall my 8 weeks at CUBIT COMPUTERS were a perfect training experience where I have learnt many things like to convince the people, handling the customer, to work as a team, to show “can do” attitude, to handle the pressures, follow up the customer, many marketing strategies and many more DECLARATION
I, Sunil Joshi, hereby declare that the project report on Entitled “Brand Awareness of cubit computers Pvt. Ltd”is a result of my own work and indebtedness to other work / Publications, if any, has been duly acknowledged.
Place : Ahmadabad Date : 16th July, 2009.
Sunil Joshi (MBA 2nd SEM) SCMT, LIMBDI.
Table of Content Particulars Title Page Preface Company Certificate Acknowledgment Executive Summary Declaration Research Methodology Objectives Laptop Market in India Company Profile Organization Overview Departmental Study Analysis Key Findings Page Number 1 2 3 4 5 7 9 10 13 16 32 34 37 57
Conclusion Recommendation and Suggestions Bibliography Annexure
60 61 64 66
Research Methodologies
Research Objectives
? To know which brand?s products the dealers? maximum dealing. ? To know the satisfaction level of dealers. ? To know dealers opinion regarding company supports. ? To know whether a dealer is looking for a better service support or price support. ? To know the factor that dealers take in to account before purchasing any particular Brand?s products. ? For a fair comparison between margins provided to dealers by different companies. ? To know dealer?s interest in taking cubit?s dealership.
Type of Research
Quantitative Research Quantitative research is descriptive and provides hard data on the numbers of people exhibiting certain behaviors, attitudes, etc. It provides information in breadth and allows you to sample large numbers of the population. Research Design Research design initially was exploratory as there was exploration of possible various and different dealers and distributors to be identified and later it turns out to be quota and judgment as need it to be adjudicated.
Types ofRandom Sample
?
Simple RandomSample
A simple random sample is selected so that every possible sample has an equal chance of being selected from the criteria.
Research Timing: 15 days required for research. Sample size: Sample size for this project would be 30 so that I?d be able to conclude with authentic data.
Data Sources
Primary Data Sources Data originated by the researcher specifically to address the research problem are called primary data. So I have used questionnaire method for collecting the primary data for our research work. And the method is shown below. 1.) Questionnaire A structured technique for data collection that consist of a series of questions, written or verbal, that a respondent answers.
Secondary Data Sources 1.) Internet 2.) Government publication
3.) Other literatures 4.) Directories
Contact Methods
1.) Direct Contact Method The contact method will be used to collect the data filling questionnaire with the people. With the use of this method I have the opportunity of having one to one interaction with the respondents so that maximum possible information can be extracted with a formal as well as informal talk to optimally satisfy the objective of the research. 2.) IndirectContact Method: This method will be used to collected data from the third party which gives necessary input of their near and dear ones. This gives me the opportunity to cover maximum number of people in short time-span.
Limitations of the Study
? The time span under which the project will be conducted can be regarded as the constraint ? The people may be biased in giving the required data ? Due to lake of time the people may not give proper answers
Laptop Market In India
IT on a boom in India
Annual sales growth by 97% Households accounted for 37% of the market growth Businesses accounted for 63% of the market growth
Forecast of notebook market
Today, the smaller cities constitute close to 50% of the households. Retailers are targeting these small cities to get the maximum benefit. Increased targeting of the segments through latest technology, price reduction and interest free loan schemes,IT players launched notebooks targeting student?s community. Coming up of Wi-Fi zones in major cities have made notebooks more preferable. Education the key reason for purchasing notebook in a household
Notebook v/s Desktop sales: Gaining momentum
Growth in 2006-07 over 2005-06
Desktop PC 19%
Notebooks 97%
Overall PC 26%
First Notebooks account for 13% PC market, up from 9% in 2005-06. Notebook sales grew by 97%, First Notebooks account for 13% PC market, up from 9% in 2005-06. Notebook sales grew by 97%, while growth in Desktop sales was only 19%. Indian laptop manufacturing company
Opportunity:
Offer from the fastest growing IT Company which has already become a Market Leader in the IT Sector of Gujarat. Only Company in Gujarat to have own laptop brand. Part of India?s only private sector IT Company with a proven record of benchmark financial performance. Understanding the need of the customer and fulfilling the same.
Company Profile
EARLY TO RISE!
Mr. SURESH NAIR FOUNDER OF CUBIT COMPUTERS PVT.LTD.,
A laptop which offers a mobile computing solution, is that took 41 years old Mr. Suresh Nair to transform into a successful entrepreneur, whose company is believed to be the only laptop manufacturing company in Ahmadabad, offering customer support and expertise !!
The main aim of YOUNG ACHIVER Mr. Suresh Nair, was to develop a system that was affordable and provided the essential features, “without the unnecessary fluff of the conventional systems.” His attempts to launch his company Cubit as a laptop manufacturing company met with further success when it was registered as one of the first companies to introduce TABLET PCs in Indian market around five years back. Currently keen on exploring the Ahmedabad market, Mr. Suresh Nair feels that starting a company or being the chief executive was fine but what mattered was being able to expand the company!!! “You are buying technology, not the brand” -Mr. Suresh Nair.
M/s CUBIT COMPUTERS PVT. LTD. is an ISO 9001 - 2000 Certified Company in the year 1991. As a retail shop selling desktop of Intel, PCL and Keyboards, printers of TVSE and financial accounting software. In the year 2000 we introduced our own brand of laptops - Cubit. In span of 5 to 6 yrs. our turnover crossed Rs. 15 crore. We are fast growing company. Cubit Computers Pvt. Ltd., past gained a fine Reputation as a developer of Notebook Computer.
TECHNOLOGY & SUPPORT We are Authorized dealers of INTEL for the past 13 years, and aretechnically collaborated with Taiwan. In the Year 2001 Cubit launched their Own brand 'Cubit' laptops in the market. Cubit is one of the first companies who have got ISO - 9001 certification for manufacturing laptops in India. We have strong & dedicated marketing team, which consists of 150Professionals to help us grow and make sure that our customers get bestValue for the money. It is for this reason that we are successful in today?s Market scenario in spite of such cut-throat competition where people have tried to set themselves and have been thrown out of the market due to lack of professionalism.
EXPERIENCE & REACH We have supplied more than 10,000 nos. of laptops/notebooks in IndianMarket. Cubit is one of the 1st companies who have launched Tablet PC in India at the end of 2002. During these years Cubit wings were widely spread All over India. Though serving the whole of country, Cubit is focusing especially in the state of Gujarat and Maharashtra. With your esteem association we foresee to Widespread our business in western region. Besides we have our Branch Offices at Ahmadabad, Rajasthan, M.P, Mumbai, Cochin, Allahabad and Luck now In close proximity we shall be opening our branch office in All India too.
CUBIT VISION
A reputable winner in the knowledge - based economy through innovativeBusiness models and marketing of IT Products and Services.
CUBIT MILESTONE ü Incepted in the year 1991 ü Started manufacturing laptops in the year 2001 ü Received ISO 9001: 2000 certification in the year 2001 ü Proved technical competence by being one of the first companies to have Launched Tablet PC's in 2002 ü Achieved national level presence by the year 2004 ü Achieved a growth rate of 50 per cent by 2005
CUBIT ADVANTAGES ü First An ISO 9001 : 2000 Certified Company in laptop Industries. ü Latest Advanced Centering Mobile Technology, Core 2 Duo, Core Duo ü Best Price compare to others. ü Light weight models compare to others. ü Higher Battery Back-up. ü On-Site Service Support. ü Insurance option available. ü Finance Option available.
CUBIT MISSION Breaking barriers between people and technology signifies the company'sLong-term vision and Direction, to bridge the gap between technology and its users. To have 800 Cubit Alley Show room (Franchisee outlet) all across India by year 2010 July.
CUBIT VALUED CLIENT LIST Cubit has always faced tough competition in market and has picked up order against value for money. Today Cubit than has more 10 such corporate clients who ask for not less than 100 nos. of Laptop at a time. Cubit has been Able to make this only because this is the only company in Mobile Computing having complete focus on Laptop. Private Sector ü ARVIND MILLS LTD., ü ACRON PHARMACEUTICALS ü BONSAI PHARMACHEM LTD. ü CADILA PHARMACEUTICALS LIMITED ü CHIRIPAL TEXTILE MILLS LTD. ü CADILA HEALTH CARE LIMITED ü CMC LIMITED ü GUJTRON ELECTRONICS PVT.LTD. ü GUJARAT TELECOM COMPANY LTD. ü HAPPENING ENTERTAINMENT LTD. ü INTAS PHARMACUTICALS LTD. ü INDIAN OIL CORPORATION LTD. ü PARAS PHARMACEUTICALS LTD. ü STERLING ENTERPRISES LTD. ü DAIRY DEN LIMITED ü GUJARAT INFORMATICS LTD.
ü ELECTROTHERM INDIA LTD. ü TORRENT PAHRAMCEUTICALS LTD. ü JMC PROJECTS (INDIA) LTD. ü KALPTARU PAPER LIMITED
Education Sector ü DELHI PUBLIC SCHOOL ü ACT COMPUTER EDUCATION ü ASTRAL POLYTECHNIC PRIVATE LIMITED ü INSTITUTE OF PLASMA RESEARCH ü PRAMUKHSWAMI COMPUTER INSTITUTE Public Sector ü AHMEDABAD MUNICIPAL CORPORATION ü ALLAHBAD HIGH COURT ü PHYSICS RESEARCH LABORATORY Voluntary & Non-Profile Sector ü INDIAN RED CROSS ü EYE CARE HOSPITAL ü SARDAR PATEL HOSPITAL ü STERLING HOSPITAL Insurance Agencies ü MAX NEW YORK LIFE INSURANCE ü BAJAJ ALLIANZE INSURANCE
ü BIRLASUN LIFE INSURANCE ü MET-LIFE INSURANCE ü RELIANCE LIFE INSURANCE
By our company you can very well fulfill your all requirements because webelieve clients satisfaction and it?s our privilege to introduce our Firm to you so you come to know what exactly we are specialize in. We are sending you the franchisee proposal please click this link and go through the proposal and get back to us for the same. Any query in the same please get back to the undersign.
PROFILE OF CUBIT ALLEY
Franchisee booklet
Organizational Overview
PRESIDENT
VP oF SALES
CFO SERVICE HEAD
STATE HEAD ACCOUNT HEAD
REGION AL HEAD
REGION AL HEAD FRANCHI SEE OWNER
SR. ACC. GUJARAT
SR.ACC OTHER HEAD
M.P.HEAD
GUJ.HEAD
RAJASTHA N HEAD
BRANCH HEAD
MAHARAS HTRA HEAD
LOCAL DISTRIBUT OR DEALER
ACCOUNTAN T
ACCOUNTA NT
SERVICE ENGI.
SERVICE ENGI.
SERVICE ENGI.
SERVICE ENGI.
SALES TEAM
Departmental Studies
During my project I had studied various departments which were having its own functioning style and importance. The departments which I came across are following: ? Production ? Marketing ? Sales ? Finance and Accounts ? Service Team ? Human Resource ? Administration & Back Office
Production & QC (Quality Control): These departments take care of procurement, production and assembling of computers & updating them as per market needs. Introduction and innovation of new technology for its client is the main form of this department.
Marketing: After production departments work comes, the need of marketing team to promote and advertise those products in the market. Understanding the segment of market & promoting it to targeted segment is the main job of marketing department.
Sales: Marketing team generates inquiries and sales team carries it forward by picking up order, helping client to purchase right product which need their application, taking care of other factor like budget and requirements.
Finance & Accounts: Finance need is taken care by this department. A forecast is made for finance to be availed, taking into consideration. Sales and increasing demand of market and according finance is promoted for finance bodies. A detailed planning is done on procurement and repayments of such finance. An account is a sub department which takes care of purchase, sales and pay/receipt and other transaction of banks.
Human resource: Basically human resource take cares of finding right candidate for the right post to deal with customers in better and approachable way. HR person is delegated to groom the employee?s through training, development and providing compensation. I found that they recruit only to the potential employees who have good foundation in IT and good command over language and in addition who deal with customers in proper way. Company arranges a conference within every 3 months to apprise the employees who have achieved the desired performance.
Service Departments: A very important department for any company because sale and brand value of any company is depends on after sales service of the products. Service department of cubit play a very great role in providing „On-site warranty support? to our clients. I came across a lot of satisfied client who gives repeat orders due to cubit?s service support.
Administration & Back-Office: This department plays a great role in bringing co-ordination b/w all departments. Other works like mailing, calling, distributing information is taken care by this department.
Analysis
Business Type
Branded computers 29 Assembles 29 Branded laptops 30 Accessories 29 Other peripherals 30
Business types
30 30
29
29
29
Branded computers
Assembles
Branded laptops
Accessories
Other peripherals
Interpretation: In the above chart, there are different types of IT products which shows that from the different types, in which type the dealer maximum do his business. Here through this analytical information we can say that almost all the dealers are dealing in whole types of business.
Brand Awareness
1. ARE YOU AWARE ABOUT CUBIT AS BRAND?
YES 29
NO 1
Brand Awareness
3%
Y N
97%
Interpretation: The above Pie chart shows that how many percentages dealers are aware with the brand name of Cubit. As per the analytical information, I found that there are 97 percentages dealers & distributors aware with the brand name of Cubit.
This shows that the Brand name of Cubit is Familiar into dealers and distributors. So that, obviously there may not be difficult to promote the new and innovative products of Cubit to dealers & distributors.
2. DO YOU KNOW THAT CUBIT PROVIDES ON SITE SERVICESUPPORT & INSURANC?
YES 17
NO 13
On-site service
Y N
43% 57%
Interpretation: The above Pie chart shows us that how many dealers know that Cubit provides On – Site Service support and Insurance facility.
As per the given analytical information, we can say that 57 percentages dealers know that Cubit provides On- Site service support and Insurance facility.
Thus, it may become easy for company and for the dealers to promote and push the products of Cubit to the end users by showing this type of premium advantages.
3. ARE YOU AWARE ABOUT CUBIT BRINGING INNOVATIVE PRODUCT IN INDIA?
YES 6
NO 24
Innovation
20% Y N 80%
Interpretation: Through the above question and through the given chart we can take in mind that the Cubit isbringing an innovative products in India.
But the chat show that from the taken sample size, only 20 percentages of dealers of Ahmadabad know that Cubit brings such type of innovative product.
It means in more numbers of dealers are still not aware from the innovative product. So that, the company should get more approach of their dealers and distributors and should make them full with the knowledge by providing technical updates of company.
4. WOULD YOU LIKE TO HAVE TECHNICAL UPDATES FROM OUR SIDE?
YES 24
NO 6
Technical Updates
20% Y N 80%
Interpretation: The Chart shows that the company provides technical updates to their valuable dealers and distributors so that they can be aware with any type of new technology or from any newly launched product by company.
As per the given analytical information, we can say that 80 percentages of dealers are interested to be updated with the technology.
Thus, in this situation the company should provide them information about any new technology or newly launched products. Through the such type of activity, the company will get dual benefit. One is that the company can keep in touch with their dealers and if the dealers have whole information about technical updates of the market, It will become easy to convince the knowledgeable customers and to the premium customers who have fond of buying that product which recently updates in the market.
5. ARE YOU INTERESTED IN TAKING CUBIT DEALERSHIP?
YES 13
NO 17
Dealership
Y N
43% 57%
Interpretation: The above Pie – chart shows the percentages of those dealers who either interested to take a dealership of cubit or not.
As per the given analytical information, there are only 43 percentages dealer are showing their interest to take a dealership of Cubit.
It means that there are 57 percentages dealers are not interested to take a dealership of Cubit because of such reasons like.. Un known Brand, Service issues and others.
Brands Dealing In:-
Compaq 30
Cubit 4
Hp 30
Lenovo 30
Acer 30
Sony 30
Toshiba 30
Dealing in
35 30 30 25 20 15 10 5 4 0 Compaq Cubit HP Lenovo ACER Sony Toshiba 30 30 30 30 30
Interpretation:
In which Brand the dealers are dealing that shown in the above Column chart. Through the analytical information, we can say that except of Cubit the dealers are dealing in whole further brands.
Service Feedback
Compaq
Cubi t
Hp
Lenovo
Acer
Sony
Toshiba
G=1 8
V= 12
G= 4
G= 20
V= 10
G= 26
V= 3
A= 1
G= 24
V= 2
A= 4
G= 15
V= 13
A= 2
G= 23
A= 3
P= 4
Compaq
Very good 12 Good 18 Average 0 Poor 0 Very Poor 0
Compaq
0% 0% 0%
VG 40% G A 60% P VP
Interpretation: As per the analytical information, we can say that 60 percentages dealers of Compaq believed that the Compaq Provides good service support. And rest we can include in other criteria.
HP
Very good 10 Good 20 Average 0 Poor 0 Very Poor 0
HP
VG G A 0% 0%
0% P VP
33%
67%
Interpretation: As per the analytical information, we can say that 67 percentages dealers of HP believed that the HP Provides good service support. And rest of them will include in other criteria.
Lenovo:
Very good 3 Good 26 Average 1 Poor 0 Very Poor 0
0% VG
Lenovo
G A P VP 3% 0% 10%
87%
Interpretation: As per the analytical information, we can say that 87 percentages dealers of Lenovo believed that the Lenovo Provides good service support. And rest of them will include in other criteria.
Acer:
Very good 2 Good 24 Average 4 Poor 0 Very Poor 0
Acer
VG G A P VP 0% 0% 13% 7%
80%
Interpretation:
As per the analytical information, we can say that 80 percentages dealers of Acer believed that the Acer Provides good service support. And rest of them will include in other criteria.
Sony:
Very good 13 Good 15 Average 2 Poor 0 Very Poor 0
Sony
VG G A P VP 0% 0% 7% 43% 50%
Interpretation:
As per the analytical information, we can say that 50 percentages dealers of Sony believed that the Sony Provides good service support. And 43 percentages of them believed that company provides very good service. And rest of them will include in other criteria.
Toshiba:
Very good 0 Good 23 Average 3 Poor 4 Very Poor 0
Toshiba
VG G A P VP 0% 0% 13% 10%
77%
Interpretation: As per the analytical information, we can say that 77 percentages dealers of Toshiba believed that the Toshiba Provides good service support. And 10 percentages & 13 percentages of them believed that company provides Average & Poor service. And rest of them will include in other criteria.
Company Support Through the analytical study of Service Support Of different companies, we can understand the level of Company support easily.
Margins in Various Brands
Margins Compaq Cubit Hp Lenovo Acer Sony Toshiba 1-3% 3-5% 5% to Above
29 0 27 29 27 18 27
1 3 3 1 3 12 3
0 3 0 0 0 0 0
Compaq: 1-3% 29 3-5% 1 5% to Above 0
Compaq
3% 0%
1-3% 3-5% 5% to + 97%
Interpretation: The above analytical chart shows that the dealers of Compaq are getting maximum margins in between 1 to 3 percentages. In the IT sector, we can say that this is very nominal margins. We cannot say that Compaq provides good margins to their dealers.
Cubit:
1-3% 0 3-5% 3 5% to Above 3
Cubit
0%
1-3% 50% 50% 3-5% 5% to +
Interpretation: The above analytical chart shows that the 50 percentages dealers of Cubit are getting margins in between 3-5% and 50 percentages dealers are getting the profit margins at 5% and above. Through this analytical study, we can say that Cubit is only company which provides the profit margins at 5% to above in Laptops specially in comparison to other brands.
HP: 1-3% 27 3-5% 3 5% to Above 0
Hp
0% 10% 1-3% 3-5% 5% to + 90%
Interpretation: As per the above chart, we can say that 90 percentages dealers of HP got the margins between 1-3% and only 10 percentages are getting 3-5% margins.
Lenovo:
1-3% 29 3-5% 1 5% to Above 0
Lenovo
3% 0%
1-3% 3-5% 5% to + 97%
Interpretation:
As per the analytical chart, we can say that most of dealers of Lenovo got the margins between 1-3%.
Acer:
1-3% 27 3-5% 3 5% to Above 0
Acer
0% 10% 1-3% 3-5% 5% to + 90%
Interpretation: As per the above chart, we got the same result as HP. The most of dealers of Acer got the margin percentages between 1-3%.
Sony:
1-3% 18
3-5% 12
5% to Above 0
Sony
0%
40%
1-3% 3-5% 60% 5% to +
Interpretation: As per the given analytical information, we can say that after Cubit Company the Sony one of them which give good margins to their dealers. However, the 60 percentages dealers of Sony got margins between 1-3%. The other like around 40 percentages dealers got good margins around 3-5%.
Toshiba:
1-3% 27 3-5% 3 5% to Above 0
Toshiba
0% 10% 1-3% 3-5% 5% to + 90%
Interpretation: As per the given analytical information, again we got the same result as HP and Acer Company. 90 percentages dealers of Toshiba got the margins between 1-3% which is very nominal margins.
Key Findings
? Through the above analysis, I find out many important things which I pointed out under below:
? The dealers of Ahmadabad are doing their business in almost all types of IT Hardware related Products. ? The brand name of Cubit is being known by most of dealers and distributors of Ahmadabad. It means that the Cubit brand is familiar in dealers and distributors. But if we talk about end users, they are still not much aware with the brand of Cubit as the first It company in Gujarat which manufacturing Laptops. ? As per the deeply Study about the all Brands of Laptops like as Cubit, Compaq, Acer, I found that non – Company is manufacturer of Laptops. They all are technically collaborated with China as well as Taiwan because there is,in the huge number of IT Hubs. Cubit has technically collaboration with Taiwan. ? All the Laptops manufacturing Companies are just purchase the different parts from different places and assembling the whole parts in their ware houses. ? I found that suppose to buy a laptop then one should not go through Brand, But One should go through Technology. Because the In- Built Features may be same in the whole Laptop Brands like as …The Processor and Mother Board are being made by Intel and AMD Processor manufacturing Company only. ? Through the above analysis, I found that Only Cubit and Dell Company are providing On- Site Service Support to their Customers. Otherwise one has to go by carrying his/her Laptop to their nearest Company?s Service Centre.
? Trough the survey of dealers and distributors, there is in less numbers of dealers is interested to take a dealership of Cubit. Because of Such reasons: ? Somehow un known brand, so that it becomes difficult for dealers to convince the customers. ? Some of dealers manipulating as Cubit as a local brand. ? Lack of good Marketing Staff who handle the channel Sales as well as direct marketing. ? There is not international warranty. ? There is less advertisement of Cubit?s products. ? The Cubit directly opens its franchisee Show rooms so that the dealers are taking less interest for dealership. ? Through the research, I found that the company financially also not purely able to give big media ads. ? Through the above interpretation and analytical information I found that Only Cubit Company provides the margin around 6% to dealers and distributors. ? This margin is really good in comparison to other brands. Thus, if the dealer sells the product of Cubit, he will get the margins three times more than other brands.
Conclusion
From the market research on Brand awareness and buying behavior of customers through the dealers, I have found that the Ahmadabad has good market especially for IT products. The Channel partners or we can say dealers and distributors are taking a good hold in the market. If the company wants more sell, it should definitely get approach to the local dealers and distributors. I found that the dealers provide the particular model of particular brand which the customer wants. He is not trying to convince the customer to divert him for other brands; because of he is getting the same margins from whole brands. But Cubit company provides good margins to the dealers, company gives chance to earn more than other brands but still I had given above the reason that why the dealers are still not be ready to take a dealership of cubit. I conclude my research with the finding that Cubit has to more focus on branding, Advertisements, and should provide good service support to their valuable customers and company support to their valuable dealers and distributors by appointing a good Marketing staff who have good knowledge about IT products and who can show the difference between Brand and Technology. And should do maximum try to explore its own target market by giving them product satisfaction, brand satisfaction and longevity of product.
Recommendations & Suggestions
Recommendations:
? From the above finding researcher recommending that Cubit has to get more approach to the new dealers and show its innovative products and should give more company support to their existing dealers and distributors. ? Cubit should forward some inquires which the company directly get from its references.So that the dealers will show an interest and confidence for Cubit. ? Give the dealers some innovative and comparative product to demonstration at their own places so that the dealers can show the product and also can recommend buying the product to the end users.
Suggestions:
? I suggest company should more focus in retail market instead of corporate sales. ? I suggest company should more focus on Brand awareness in local places as well as in an international market. ? I suggest that company should make strong channel partners and also focus on company?s exclusive showrooms. ? I suggest that company should more concentrate on advertisement. The company should get the proper communicating medium between the company and its Market segment as well as its target market. For that company should give more media ads..Through T.V. and other ways to bringing awareness. ? I suggest that Cubit has to appoint thepotential MarketingStaffs who can show the difference between Brand and Technology, also can handle the dealers and distributors. ? I suggest that the company has to create a brand name which easily gets the existence in the customers mind. For that the company has to give big media ads, also can appoint any celebrity as a brand ambassador.
Bibliography
Web- sites:
http://www.cubitcomputers.com http://www.cubitalley.com http://www.google.com
Books
? Kotler and Keller, 2007, “Marketing Management”,12th edition, cha-4 Conducting Marketing Research, page 86-89.
Annexure
Questioners:
Cubit Computers Pvt. Ltd.
405, Abhiraj Complex, 68/b, SwastikSo.,Navarangpura, Ahmadabad -09. Gujarat, India. Ph: +91 79 – 26426995. [email protected], www.cubitcomputers.com
DEALERS INQUIRY FORM
PERSONAL DETAILS :1. 2. 3. 4. 5. FIRM’S NAME : - __________________________________________________________ DIRECTOR/OWNER/PARTNER’S NAME :-___________________________________ FIRM’S FORMATION DATE :-______________________________________________ CONTACT DETAILS :- (M) ________________________(O) _____________________ ADDRESS :- ______________________________________________________________ ______________________________________________________________ ______________________________________________________________
BUSINESS TYPES :1. BRANDED COMPUTERS 4. ACCESSORIES 2.ASSEMBLES3. BRANDED LAPTOPS 5.OTHER PERIPHERALS
BRAND AWARENESS :1. ARE YOU AWARE ABOUT CUBIT AS A BRAND ? 2. DO YOU KNOW THAT CUBIT PROVIDES ON SITE SERVICE SUPPORT &INSURANC? 3. ARE YOU AWARE ABOUT CUBIT BRINGING INNOVATIVE PRODUCT IN INDIA? 4. WOULD YOU LIKE TO HAVE TECHNICAL UPDATES FROM OUR SIDE? 5. ARE YOU INTERESTED IN TAKING CUBIT DEALERSHIP ?
YES
NO
BRANDS DEALING IN :1. COMPAQ 5. ACER 2. CUBIT 6.SONY 3.H.P 7.TOSHIBA 4. LENOVO 8. OTHERS________
SERVICE FEEDBACK :1. COMPAQ 2. CUBIT 3. H.P 4. LENOVO 5. ACER 6. SONY 7. TOSHIBA 8. OTHER____ VERY GOOD VERY GOOD VERY GOOD VERY GOOD VERY GOOD VERYGOOD VERY GOOD VERY GOOD GOOD GOOD GOOD GOOD GOOD GOOD GOOD GOOD AVERAGE AVERAGE AVERAGE AVERAGE AVERAGE AVERAGE AVERAGE AVERAGE POOR POOR POOR POOR POOR POOR POOR POOR
COMPANY SUPPORT :1. COMPAQ 2. CUBIT 3. H.P 4. LENOVO 5. ACER 6. SONY 7. TOSHIBA 8. OTHER____ VERY GOOD VERY GOOD VERY GOOD VERY GOOD VERY GOOD VERYGOOD VERY GOOD VERY GOOD GOOD GOOD GOOD GOOD GOOD GOOD GOOD GOOD AVERAGE AVERAGE AVERAGE AVERAGE AVERAGE AVERAGE AVERAGE AVERAGE POOR POOR POOR POOR POOR POOR POOR POOR
MARGINS IN VARIOUS BRANDS:MARGINS 1. COMPAQ 2. CUBIT 3. H.P 4. LENOVO 5. ACER 6. SONY 7. TOSHIBA 1- 3 % 3 – 5% 5% - OR ABOVE
THANK YOU, FOR YOUR VALUABLE TIME…….
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