A STUDY ON IMC OF IT PRODUCTS (HARDWARE) IN DOABA REGION Submitted to Lovely Professional University In partial fulfillment of the requirements for the award of degree of MASTER OF BUSINESS ADMINISTRATION Submitted by: Group No.: IT08 1. Manpreet Singh Roll No.39 2. Zameer Ahmad Roll No.40 3. ManpreetKour Roll No.37 4. AdityaKalsotra Roll No.38 Supervisor: Mr. Sanjay Jindal A.P, Lovely Professional University Phagwara DEPARTMENT OF MANAGEMENT LOVELY PROFESSIONAL UNIVERSITY PHAGWARA
This research was done in 6 months by ZAMEER AHMAD BANDH (MBA-IT) at lovely professional university under the guidence of PROF.SANJAY JINDAL...This research is about the IMC channels. The most cost effective channel and effect of IMC in generating revenue and improved customer relations. This research also determine the effectiveness of GREEN IT products by IT vendors and its impact.... There are 3 more research paper by ZAMEER BANDH...u can see on google.com/zameerbandh.
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
A STUDY ON IMC OF IT PRODUCTS (HARDWARE)
IN DOABA REGION
Submitted to Lovely Professional University
In partial fulfillment of the requirements for the award of degree of
MASTER OF BUSINESS ADMINISTRATION
Submitted by:
Group No.: IT08
1. Manpreet Singh Roll No.39
2. Zameer Ahmad Roll No.40
3. ManpreetKour Roll No.37
4. AdityaKalsotra Roll No.38
Supervisor:
Mr. Sanjay Jindal
A.P, Lovely Professional University
Phagwara
DEPARTMENT OF MANAGEMENT
LOVELY PROFESSIONAL UNIVERSITY
PHAGWARA
1
CERTIFICATE
This is to certify that we Aditya Kalsotra, Zameer Bandh, Manpreet Singh , Manpreet Kaur
bearing Registration no. 11007788,11000046,11009040,11010568 has completed capstone
project titled, “IMC of IT products(hardware) in Doaba region” under my guidance and
supervision. To the best of my knowledge, the present work is the result of their original
investigation and study. No part of the capstone project has ever been submitted for any other
degree at any University.
The capstone project is fit for submission and the partial fulfillment of the conditions for the
award of degree of master of Business Administration(Information Technology).
Sanjay Jindal
Signature and Name of the Research Supervisor
(A.P,LPU)
Designation
School of management
Lovely Professional University
Phagwara, Punjab.
Date :
2
DECLARATION
I, Aditya Kalsotra student of MBA(IT) under Department of Lovely School Of Management of
Lovely Professional University, Punjab, hereby declare that all the information furnished in this
capstone project report is based on my own intensive research and is genuine. This report does
not, to the best of my knowledge, contain part of my work which has been submitted for the
award of my degree either of this university or any other university without proper citation.
Aditya kalsotra
Signature and Name of the student
Registration No. . 11007788
Date :
3
DECLARATION
I, Zameer Ahmad student of MBA(IT) under Department of Lovely School Of Management of
Lovely Professional University, Punjab, hereby declare that all the information furnished in this
capstone project report is based on my own intensive research and is genuine. This report does
not, to the best of my knowledge, contain part of my work which has been submitted for the
award of my degree either of this university or any other university without proper citation.
Zameer Bandh
Signature and Name of the student
Registration No. .. 11000046
Date :
4
DECLARATION
I, Manpreet Singh student of MBA(IT) under Department of Lovely School Of Management of
Lovely Professional University, Punjab, hereby declare that all the information furnished in this
capstone project report is based on my own intensive research and is genuine. This report does
not, to the best of my knowledge, contain part of my work which has been submitted for the
award of my degree either of this university or any other university without proper citation.
Manpreet Singh
Signature and Name of the student
Registration No. .11009040
Date :
5
DECLARATION
I, Manpreet Kaur student of MBA(IT) under Department of Lovely School Of Management of
Lovely Professional University, Punjab, hereby declare that all the information furnished in this
capstone project report is based on my own intensive research and is genuine. This report does
not, to the best of my knowledge, contain part of my work which has been submitted for the
award of my degree either of this university or any other university without proper citation.
Manpreet Kaur
Signature and Name of the student
Registration No. ..11010568
Date :
6
Executive Summary
In this era the promotion of the products have become necessary and that also must be effective
and cost efficient. The company who has a very good promotion strategy to reach its customer
will have a good profits and brand image . In our capstone project named IMC OF IT
PRODUCTS(HARDWARE) IN DOABA REGION we tried to find out the best effective
IMC channel in Doaba region in IT sector. For this purpose we conducted a study and our
research design was exploratory and sampling technique was stratified .we made a questionnaire
and went to the exclusive showrooms of the specific company . we got 50 respondent for this
study. After putting the information in the excel sheet we drew that local tv channels and sales
promotion contribute much in the sales of IT products but the problem with these channels is that
these are costly. SMS, Internet and newspapers are the cost effective channel and captures more
customers in Doaba region. Most of the vendors are maintaining the CRM database of the
customers so that they can contact them at any time.
7
Table of Contents
S. No. CHAPTER Page No.
1. 1. Introduction
1.1 WHAT IS IMC
1.2 IMC components
1.3 Importance of IMC
1.4 Marketing mix component
8-12
2. Review of existing literature 13-16
3. Objectives 17
4. Need and Scope of the study 18
5. Research methodology 19
6. Analysis and interpretation 20-35
7. Findings and Suggestions 36-37
8. Conclusion 38
9. References 39
10. Appendix(research paper& questionaire) 40-49
8
CHAPTER 1
1. INTRODUCTION
1.1 WHAT IS IMC
Integrated Marketing Communications (IMC) is the coordination and integration of all marketing
communication tools, avenues, functions and sources within a company into a seamless program
that maximizes the impact on consumers and other end users at a minimal cost .This
management concept is designed to make all aspects of marketing communication such as
advertising, sales promotion, public relations, and direct marketing work together as a unified
force, rather than permitting each to work in isolation. Integrated marketing communications
(IMC) is a process for managing customer relationships that drive brand value primarily through
communication efforts. Such efforts often include cross-functional processes that create and
nourish profitable relationships with customers and other stakeholders by strategically
controlling or influencing all messages sent to these groups and encouraging data-driven,
purposeful dialog with them. IMC includes the coordination and integration of all marketing
communication tools, avenues, and sources within a company into a seamless program in order
to maximize the impact on end users at a minimal cost. This integration affects all firm's
business-to-business, marketing channel, customer-focused, and internally directed
communications.
”Integrated marketing communications is the process of developing and implementing various
forms of persuasive communication programs with customers and prospects over time. The goal
of IMC is to influence or directly affect the behavior of the selected communications audience.
IMC considers all sources of brand or company contacts that a customer or prospect has with the
product or service as potential delivery channels for future messages. Further, IMC makes use of
all forms of communication which are relevant to the customers and prospects, and to which they
might be receptive. In sum the IMC process starts with the customer or prospect and then works
back to determine and define the forms and methods through which persuasive communications
programs should be developed.”
9
Although this statement is comprehensive and contains all elements of IMC’s definition it does
not serve as a memory aid due to its length. Therefore other definitions serve their purpose in
simplifying the matter. Larry Percy has provided a more simplified definition of integrated
marketing communications:
”IMC is the planning and execution of all the types of advertising and promotion selected for a
brand, service, or company, in order to meet a common set of communication objectives, or
more particularly, to support a single ‘positioning’.”
1.2 IMC Components
The Foundation - corporate image and brand management; buyer behavior; promotions
opportunity analysis.
Advertising Tools - advertising management, advertising design: theoretical frameworks and
types of appeals; advertising design: message strategies and executional frameworks;
advertising media selection. Advertising also reinforces brand and firm image.
Promotional Tools - trade promotions; consumer promotions; personal selling, database
marketing, and customer relations management; public relations and sponsorship programs.
Integration Tools - Internet Marketing; IMC for small business and entrepreneurial ventures;
evaluating and integrated marketing program
1.3 Importance of IMC
Several shifts in the advertising and media industry have caused IMC to develop into a primary
strategy for marketers:
From media advertising to multiple forms of communication.
From mass media to more specialized (niche) media, which are centered on specific
target audiences?
From a manufacturer-dominated market to a retailer-dominated, consumer-controlled
market.
From general-focus advertising and marketing to data-based marketing.
10
From low agency accountability to greater agency accountability, particularly in
advertising.
From traditional compensation to performance-based compensation (increased sales or
benefits to the company).
From limited Internet access to 24/7 Internet availability and access to goods and
services.
The marketing communications mix consists of, but is not limited to, the five major modes of
communication: advertising, sales promotion, public relations and publicity, personal selling, and
direct marketing. The following table contains the main elements of each communication mode.
Five main modes of marketing communications:-
Fig 1.3
The elements of the marketing communications mix interact with each other with great diversity
while also affecting its surrounding framework. Marketing communications is considered as one
of the four Ps of the marketing mix (others being product, pricing, and place / distribution).
Publicrelations have often been regarded as a marketing communications mix element
byMarketing professionals, a view that has not always been shared in the PR community. One
view of the relationships between marketing, marketing communications, public relations, and
11
advertising as a representative of a marketing communications mix element is illustrated in
Figure.
1.4 Marketing Mix component
The Internet has changed the way business is done in the current world. The variables of
segmentation, targeting and positioning are addressed differently. The way new products and
services are marketed have changed even though the aim of business in bringing economic and
social values remain unchanged. Indeed, the bottom line of increasing revenue and profit are still
the same. Marketing has evolved to more of connectedness, due to the new characteristics
brought in by the Internet. Marketing was once seen as a one way, with firms broadcasting their
offerings and value proposition. Now it is seen more and more as a conversation between
marketers and customersmarketing efforts incorporate the "marketing mix". Promotion is one
element of marketing mix. Promotional activities include advertising (by using different media),
sales promotion (sales and trades promotion), and personal selling activities. It also includes
Internet marketing, sponsorship marketing, direct marketing, database marketing and public
relations. Integration of all these promotional tools, along with other components of marketing
mix, is a way to gain an edge over a competitor.
The starting point of the IMC process is the marketing mix that includes different types of
marketing, advertising, and sales efforts. Without a complete IMC plan there is no integration or
harmony between client and customers. The goal of an organization is to create and maintain
communication throughout its own employees and throughout its customers.
Integrated marketing is based on a master marketing plan. This plan should coordinate efforts in
all components of the marketing mix. A marketing plan consists on the following steps:
Situation analysis
Marketing objectives
Marketing budget
Integrated marketing communications aims to ensure consistency of message and the
complementary use of media. The concept includes online and offline marketing channels.
Online marketing channels include any e-marketing campaigns or programs, from Search Engine
Optimization (SEO), pay-per-click, affiliate, email, banner to latest web related channels for