CITY PREMIER COLLEGE

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INTRODUCTION TO MARKETING

Marketing is the study and management of exchange relationships. Marketing is the business
process of creating relationships with and satisfying customers. With its focus on the customer,
marketing is one of the premier components of business management. Without Marketing No
Company can prosper and therefore it is one of the most vital component of any business Module.

DEFINITION
The “American Marketing Association” defines marketing as– “the activity, set of institutions, and
processes for creating, communicating, delivering, and exchanging offerings that have value for
customers, clients, partners, and society at large.”

The 'marketing concept' proposes that in order to satisfy the organizational objectives, an
organization should anticipate the needs and wants of potential consumers and satisfy them more
effectively than its competitors.

CONSUMER PREFERENCE

Consumer preference is defined as the subjective tastes of individual consumers, measured by

their satisfaction with those items after they've purchased them. This satisfaction is often referred
to as utility. Consumer value can be determined by how consumer utility compares between
different items.
Consumer preferences can be measured by their satisfaction with a specific item, compared to the
opportunity cost of that item since whenever you buy one item, you forfeit the opportunity to buy
a competing item.
The preferences of individual consumers are not contained within the field of economics. These
preferences are dictated by personal taste, culture, education and many other factors such as social
pressure from friends and neighbors. For example, someone who prefers to own a specific brand
of a smartphone because his/her friends all have the same brand.

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SALES AND PROMOTIONAL STARTEGIES OF HP PRINTERS

Initially HP Printers started with DOT matrix and inkjet Printers but later extended to laser,

Color laser and multifunctional printers with Scanner –fax –printer facilities. Even Though HP –

Printers is the market leader now, but with increasing competition from Indian as well as foreign

brands, it should realize that customer is the “King”: and should make continuous efforts to

identify , understand the actual needs and wants of the customer and our product should reach

timely safely and cost economically to the consumer. In Looking at the above Scenario we

should always keep in mind about the 4p’s and how segmentation, targeting and Positioning of

the product because a lot of products are reaching to the saturation point in their product life

cycle therefore it is therefore utmost important to keep the product out of Diminishing stage.

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COMPANY Profile

Hewlett-Packard was one of the first companies to produce a laser printer for
PCs, and most software products include drivers for HP printers. The drivers
control the printers through a language called PCL (Printer Control Language ).
Other manufacturers of laser printers design their printers so that they, too,
understand , making them able to emulate HP printers. In this way, their
printers are HP-compatible and are thus automatically used different types of
software products.
No non-HP printer, however, is 100 percent HP-compatible. Manufacturers claim HP
compatibility even if their printers only recognize a subset of PCL.

A printer may be able to emulate an HP LaserJet Plus but not a LaserJet II. Finally, HP
laser printers support font cartridges, and not all HP-compatible printers can accept the
same.

 C om put er hardwa re m arket i s hi ghl y co m pet i t i ve and d yn a m i c

t oda y. W i t h st rong players operating, the key message is “Survival of
the fittest” of the fittest”. With in computer hardware market printer
market has grown a lot in last 20 years. The name “Hewlett-Packard
Development Company” strikes first to the mind when one talks
of Computer hardware. Prints are considered as the most successful
product under the umbrella Hewlett-Packard Development Company. It is
surprising how this brand has continued to retain position of ‘Market

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Leader’ for such a long period of time.

The pro j ect und ert ak en i s ai m ed at under st a ndi ng t he va ri ous vari
abl es aff ect i n g t hemarketing of HP Printers. This include competitors,
customers, company’s strategy et c. HP P ri n t s are oper at i ng i n a
hi ghl y com pet i t i ve e nvi ronm ent wi t h pl aye r s l i ke Epson, Xe r ox ,
S am sung, Lex m ark, and C anon et c. t he c om pl et i ve envi ronm ent i n
which HP-Printers is operating vis-a-vis competitors has been taken up in detail
.HP-Printers is the pioneer in the printer market and holds number one
position in the pri nt er m arket . Ot her b ran ds, whi ch em er ged
i n t he m ar ket , have creat ed ni che markets and targeted a specified type of
customers. HP competes with these brands on qu al i t y, speed and ser vi ce
based at t ri bu t es. Th e onl y w a y HP i s co m bat i ng t hi s competition
is by continues innovation and creativity in terms of differentiation in
its products and other promotional patterns like advertisement, sales
promotion scheme, publicity etc. with its various variants, HP is
targeting both individual and industry consumers. If one talks about
consumer, behavior, people consider HP as the best. Quality and services
are the most critical factors determining the buying decisions. As far as income
pattern is concerned, all those in upper middle and upper class could
afford to but. Thus, higher income group can be potential segment for
the company.

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OBJECTIVES

 To discover the most popular brand in the Printer industry. In Light of HP Company

 To study the preferred price range by the consumers.

 To study the preferred type of printers for the consumers.

 To understand the existing product ranges and competition in the printer industry.

 To identify the factors which are important while purchasing and servicing of Printers.

 To identify the difference between expectation & perception of consumers in product

quality offered by Printers

 To understand about the consumer satisfaction and Consumer affection for HP Printers.

 To find out market share of different brands of Printers in the market.

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SCOPE OF STUDY
 The study is limited to response from 50 respondents.

 The study is limited for a period of 2017-2018.

 There is a limitation on the part of different companies and every policy of the company
cannot be studied as their true data would not be shared as per the compliance.

 The study is limited only for a small amount geographical area and therefore, the

taken would always be limited for the same.

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HYPOTHESIS
A hypothesis is a proposed explanation for a phenomenon. For a hypothesis to be a scientific
hypothesis, the scientific method requires that one can test it. Scientists generally base scientific
hypotheses on previous observations that cannot satisfactorily be explained with the available
scientific theories. Even though the words "hypothesis" and "theory" are often used synonymously,
a scientific hypothesis is not the same as a scientific theory. A working hypothesis is a
provisionally accepted hypothesis proposed for further research,[1] in a process beginning with an
educated guess or thought.

H1
Cannon is the most preferred choice for youngsters.

H2
There are lot of brands which are preferred according to the type of User wants it would be widely
divided into corporate and also SME (Small Medium Enterprises) along with a small portion of
home user’s and various Start Ups

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RESEARCH METHODOLOGY

RESEARCH
Once the problem has been carefully defined, the researcher needs to establish the plan that will
outline the investigation to be carried out. The research design indicates the steps that have been
taken and in what sequence they occurred. It is a systematic and purposive investigation of facts
with an objective of understanding the consumer satisfaction for wrist watches. The methodology
that will be applied by the study has been chosen in order to acquire information and deduce
conclusions about the “consumers’ behaviour and as well as it would be shedding light on the sales
and promotional strategy of HP as a brand and as well as a company and how they used processes
through segmentation, targeting and positioning.

RESEARCH DESIGN
The research study applied here is purely descriptive.

SAMPLING TECHNIQUE
Simple random sampling is the basic technique where we select a group of subjects (a sample) for
study from a larger group (a population).

SAMPLE SIZE
80 respondents are chosen as a sample size for the study.

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DATA COLLECTION
Target audience: Wrist watches consumers in Nagpur City.
Area of the study: Nagpur city

PRIMARY DATA
Information obtained from the original source by research is called primary data. They offer much
greater accuracy and reliability.
The data was collected from the respondents through the questionnaire, and as well as from the
original data published by the company for the Indian segment along with detailed research from
Balance Sheets, Interim Report Published by the company from the last five Years of Published
data.
Also, a thorough sample interview and direct information collection from Ex Employee of HP
Company.

SECONDARY DATA
It means data that are already available i.e. it refers to the data which have already been collected
and analysed by someone else.
The data was collected from the websites and journals.

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EXPECTED CONTRIBUTION

1. This study will help competitors to know how to overcome the challenges in the watch
industries in any difficult situation; by updating the strategies.

2. The research gives a critical analysis of the functioning and its influence on the
consumers.

3. The study of overall satisfaction level through feedback helps to know the pitfalls and
other factors to be improved.

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CHAPTERIZATION

S. NO. PARTICULARS

1. INTRODUCTION

2. COMPANY PROFILE

3. RESEARCH STUDY

 OVERVIEW OF THE TOPIC

 PROBLEM DEFINITION

 OBJECTIVES OF THE STUDY

 HYPOTHESIS OF THE STUDY

 SCOPE OF STUDY

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 THEORETICAL PERSPECTIVES

4. RESEARCH METHODOLOGY

5. DATA COLLECTION

6. DATA ANALYSIS AND INTERPRETATION

7. CONCLUSION

8. FINDINGS AND SUGGESTIONS

9. BIBLIOGRAPHY

10. ANNEXURES

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