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MARKETING STRATEGIES OF HCL CAREER DEVELOPMENT CENTRE

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  • 1. CHAPTER 1INTRODUCTION 1
  • 2. INTRODUCTION TO HINDUSTAN COMPUTERS LIMITED (1.1)The 35 year old enterprise, founded in 1976, is one of Indias original IT garage start ups. Itsrange of offerings span R&D and Technology Services, Enterprise and ApplicationsConsulting, Remote Infrastructure Management, BPO services, IT Hardware, SystemsIntegration and Distribution of Technology and Telecom products in India. The HCL teamcomprises 90,000 professionals of diverse nationalities, operating across 31 countriesincluding 505 points of presence in India. HCL is a leading global Technology and ITEnterprise with annual revenues of US$ 6.2 billion. 2
  • 3. HINDUSTAN COMPUTERS LIMITED – TIMELINE 3
  • 4. 4
  • 5. HINDUSTAN COMPUTERS LIMITED DIVISIONS 5
  • 6. HCL INFOSYSTEMS LIMITED (1.2)ABOUT THE COMPANY - A listed subsidiary of HCL is an India-based hardware andsystems integrator with a focus on emerging markets. It has a presence in 170 cities and 505points of presence reaching 4000 towns throughout India and operations in emerging marketsincluding South Asia, Middle East & Africa. It has a strong distribution network of 93,000outlets in over 9,000 towns in India. Its manufacturing facilities are based inChennai, Pondicherry and Uttarakhand. It is headquartered at Noida.It is one of the pioneers in the Indian IT market, with its origins in 1976. For over quarter of acentury, we have developed and implemented solutions for multiple market segments, across arange of technologies in India. We have been in the forefront in introducing new technologiesand solutions.Indias premier information enabling and integration company offers its customers technologysolutions across multiple platforms. It has partnerships with some leading global player likeIntel, Toshiba, HP, Ericsson, Microsoft, Nokia and Sun Microsystems among others. HCL TECHNOLOGIES LIMITED (1.3) 6
  • 7. ABOUT THE COMPANY - Formed in 1991 when HCLs R&D business was spun off to focus onthe growing IT services industry. They have decided to vast their features in InformationTechnology all over the world. During last 20 years, HCL has expanded its service portfolio inIT applications (custom applications for industry solutions and package implementation), ITinfrastructure management, and business process outsourcing, while maintaining andextending in product engineering.HCL Technologies is one of those seven companies. What has been the source of HCL’ssuccess during this period of economic turmoil? A combination of technical expertise and aninnovative management philosophy that unleashed the innovative thinking of empoweredemployees.As a $4.2 billion global company, HCL Technologies brings IT and engineering servicesexpertise under one roof to solve complex business problems for its clients. Leveraging ourextensive global offshore infrastructure and network of offices in 26 countries, we provideholistic, multi-service delivery in such industries as financial services, manufacturing,consumer services, public services and healthcare.MISSION (1.4) – The Company has direct customer services centre across 160 locationsand two ISO 9001 certified state-of-the-art manufacturing facilities. With a mission to provideworld-class information technology solutions and services to enable its customers to serve 7
  • 8. their customers better, HCL Infosystems is forever setting new standards of IT in the country.We enable business transformation and enrichment of lives by delivering sustainable worldclass technology Products, Solutions & Services in our chosen markets there by creatingsuperior shareholder value.VISION - A global corporation enriching lives and enabling business transformation for ourcustomers, with leadership in chosen technologies and markets. Be the first choice foremployees and partners, with commitment to sustainability. 8
  • 9. CHAPTER II RESEARCH OBJECTIVES & RESEARCH METHODOLOGY RESEARCH OBJECTIVES (2.1)I joined HCL CDC LIMITED, KOLKATA as an intern on 16th day of June, 2012. I worked inthe Marketing Department of HCL CDC and my profile was Collection of Data, making an 9
  • 10. analysis for the Company, finding out the Opportunity and threats, and giving them abetter suggestion.The objectives of the Executive Training at HCL (CDC Ltd.) are:1. To identify the working of the organization.2. To conduct an exhaustive analysis of the marketing department.3. To build a good rapport with the company’s staff.4. To do a practical and live observation of the work place.5. To understand the attitudes and behaviour of the customers. RESEARCH METHODOLOGY (2.2)RESEARCH DESIGN: 10
  • 11. • Determined the Information Sources: The researchers gathered data through secondary sources and primary sources. • PRIMARY DATA is collected through questionnaire, search and research through place where today’s computer has been mostly used. • SECONDARY DATA is obtained through magazines, newspapers, journals, and websites and from other approaches.DATA COLLECTIONThe main data for the research was collected from primary data, direct questionnaire, anddirect interview. Other than general use of primary data some other forms of data collectionwere used. The other main methods that were used for collecting data were secondary datawhich include internet, news paper article, books etc.The main tools that were used for the research purposes are: • Primary Data • Secondary Data • Direct questionnaire • Direct Interview • ObservationalDeveloped the research frame:This includes deciding upon various aspects for the project onwhich the entire research is based.Nature of Study:The project on which the researcher worked is descriptive and inferential in nature.Data Source: 11
  • 12. The researcher took the help of both primary as well as secondary sources. Secondary sourcesbeing interaction with various IT people of the selected and has been chosen for the researchby the researcher. Secondary sources being the internet as the medium and the official sites ofthe companies of IT sectors and corporate selling and feedback of HCL CDC.Instrument Used:The researcher used a Questionnaire cum schedule for market research for both the segmentshorizontal and vertical. The Questionnaire was prepared by the researcher and Schedule wasprovided by the company in which the researcher did its research report. LIMITATIONS OF THE RESEARCH STUDY (2.3) 12
  • 13. 1. The data collected was completely dependent on respondent’s view which could be biasedin nature.2. Sometimes respondents do not provide any response or gives a partial response. The reasonbeing lack of knowledge or unwillingness to answer.3. The sample size is small and it may not represent the whole population.4. There is a huge time constraints and lots of task needs to be accomplished like preparingreports, conducting surveys and spend time in the office to gain knowledge. CHAPTER - III ORGANISATIONAL PROFILE 13
  • 14. HCL CAREER DEVELOPMENT CENTRE (3.1) 14
  • 15. COMPANY PROFILE - A Division of HCL Infosystems Limited carries forth alegacy of excellence spanning across more than three decades. HCL CDC is an initiative thatenables individuals and organisations to benefit from HCLs deep expertise in the IT space.The Company has ventured into the field of IT training with an objective to meet theincreasing demand for professionals across the country.Among the fastest growing IT education brands in India, HCL CDC offers a completespectrum of quality training programs on software, hardware, networking as well as globalcertifications in association with leading IT organisations worldwide.Empowered with strategic alliances with leading IT organisations in India and abroad, HCLCDC training solutions cater to diverse consumer profiles including individuals, enterprises,academic institutions and Government enterprises.Its alliance with leading IT corporations such as Microsoft, Red Hat and Oracle provides uswith valuable inputs for augmenting our curriculum as well as in adopting global best practicein IT education. Our training solutions are designs to help you stay competitive today as wellas in the future. WHAT MAKES HCL CAREER DEVELOPMENT CENTRE DIFFERENT FROM OTHER IT TRAINING INSTITUTES? 15
  • 16. HCL CDC  IT’S A TOUGH WORLD; WHY NOT ARM YOURSELF WITH A FEW ESSENTIALS SKILLS. 16
  • 17. STUDENTS @HCL CDC FIND CAREER IN THE THINGS THEYLOVE. WHY HCL CAREER DEVELOPMENT CENTRE IS WELL KNOWN ROUND THE GLOBE? 17
  • 18. TRAINED – GROOMED – CERTIFIED - PLACED 18
  • 19. TARGET GROUPS 19
  • 20. TOP COMPETITORS 20
  • 21. 1. CMC ACADEMY2. BRAINWARE3. JETKING4. NIIT 21
  • 22. CHAPTER – IV INTRODUCTION ON PROJECT“MARKETING STRATEGIES OF HCLCAREER DEVELOPMENT CENTRE” INTRODUCTION ON PROJECT 22
  • 23. PROJECT TITLE (4.1)“MARKETING STRATEGIES OF HCL CAREER DEVELOPMENT CENTRE” - Thistitle tell me about HCL that how much market ithas because it includes the competitive study of all the IT Institutes, those are providing thesame course and have a very good reputation in market. I choose this title because I want tostudy the market share of HCL and where it stands.In IT education it has been said that if education is a kingdom then Students is its king.Education involves only servicing to students, so satisfying them ultimately makes thebusiness more profitable.MARKET RESEARCHTo Study the Marketing Dynamics and how much market share cover by HCL careerdevelopment centre.Phase 1:The objective of phase 1 is to collect data from the designated area/market and competitorAnalysisPhase 2:Collection of data from market, my regular target of data collection is 40 data per day from themarket.Phase 3:In competitor analysis, I have to find out the competitor of HCL CDC in Kolkata and theirmarketing strategy. SURVEY RESEARCH 23
  • 24. A survey research is defined as the method of collecting information by asking a set of preformulated questions in a predetermined sequence in a structured questionnaire to a sampleof individuals drawn so as to be representative of a defined population. These questionnairesare administered to an individualor a group of individuals through interviews. Typical surveyobjectives involve describing or learning from an on going activity by studying the changes inbehavioural patterns of the subjects of interest to the researcher. • Plan for achieving the same with weekly time lines. • I have to collect the data from 280 customers (students) in a week. • I will get fill the form of students those are interested in HCL CDC Hardware, software networking, courses. • I will try my best to achieve the weekly target and above the target.Identification of segments:-My customer segments are of two types:I) Technical students (those students they are doing or done Engineering and any technicalcourses.).II) Non technical students (those students they are 12th Passed and graduate in any stream orthose are pursuing graduation.PLAN ON HOW TO APPROACH SEGMENTS: 24
  • 25. My plan for how to reach the target customers are as follows:- • I have door to door contact with the customers. • I have contact with many educational institutes for contact to students. • I have organized the seminar with my group at the schools and college campus. • I have use reference to reach the customers.(4.2) 25
  • 26. Marketing strategy is a process that can allow an organization to concentrate its limitedresources on the greatest opportunities to increase sales and achieve a sustainable competitiveadvantage. Marketing strategy includes all basic and long term activities in the field ofmarketing that deal with the analysis of the strategic initial situation of a company and theformulation, evaluation and selection of market oriented strategies and therefore contributes tothe goals of the company and its marketing objectives.Marketing strategies serve as the fundamental underpinning of marketing plans designed to fillmarket needs and reach marketing objectives. Plans and objectives are generally tested formeasurable results. Commonly, marketing strategies are developed as multi-year plans, with atactical plan detailing specific actions to be accomplished in the current year. Time horizonscovered by the marketing plan vary by company, by industry, and by nation, however, timehorizons are becoming shorter as the speed of change in the environment increases. Marketingstrategies are dynamic and interactive. They are partially planned and partially unplanned.Marketing strategy involves careful scanning of the internal and external environments.Internal environmental factors include: • The marketing mix, • Performance analysis and • Strategic constraints. External environmental factors include: • Customer analysis • Competitor analysis • Target market analysis as well as evaluation of any elements of the technological, economic, cultural or political/legal environment likely to impact success. A key component of marketing strategy is often to keep marketing in line with a companys overarching mission statement.Once a thorough environmental scan is complete, a strategic plan can be constructed toidentify business alternatives, establish challenging goals, determine the optimal marketingmix to attain these goals, and detail implementation. A final step in developing a marketing 26
  • 27. strategy is to create a plan to monitor progress and a set of contingencies if problems arise inthe implementation of the plan. PROCESS OF MARKETING STRATEGIES (4.3) 27
  • 28. One of the main reasons small businesses fail is due to ineffective marketing. Developing amarketing plan is the first step to ensuring one doesn’t become the failure statistics. HCLCAREER DEELOPMENT CENTRE followed and developed a simplified marketing plan for 28
  • 29. its businesses that remove the guesswork about what it absolutely need to know to market itsbusiness.There are eight steps to developing a solid marketing Strategy followed by HCL CAREERDEVELOPMENT CENTRE: • Define your vision and goals: Start with a vision that describes what you want your business to be. The vision should inspire, energize, motivate and stimulate your creativity. Define goals you would like to accomplish in a 12 month period. Your goals set the direction you want to take with your marketing activities. Do you want to create visibility for your company? Are you trying to generate demand for your services? Do you want to establish yourself as the expert in your field? Your goals need to be SMART: specific, measurable, achievable, relevant and time-based. • Understand your ideal client and competition: Determine what motivates your ideal client, what causes them pain, and why they would be interested in buying from you. Then determine how you are different from your competition and how you want to be viewed by your target. Highlight why you are different and what value you offer to your clients. • Develop your core message: Your core message is a short description of your business that enables prospective buyers to know who you work with and what value you bring to the relationship. It conveys this message in a manner that literally attracts the right customers to you. A good core message projects what makes you unique and a benefit to your ideal client. • Identify your brand identity and apply it consistently across all of your marketing efforts: You may need to define your personal brand and your corporate brand depending on your business. In either case, your brand should fit your personality and help get you noticed. • Determine marketing strategy and budget: Identify the strategies you will use to achieve your goals. First you need to determine what media channels you will use – traditional or new media. Then you select which strategies you will choose: advertising, direct marketing, public relations, events, word of mouth, and strategic alliances. The types of marketing you choose within your strategy will depend on your unique requirements. Your budget will help you determine your cash flow by mapping the budget needed for your sales tools and each marketing strategy you decide to use. 29
  • 30. • Identify activities for each strategy: Your activities should be selected so they accomplish your goals, reach your ideal client, make sense for your business, can be executed regularly and effectively, and are affordable.• Create your sales tools to support the tactics: These tools can include business cards, brochures, a web site or blog, white papers, testimonials, or promotional items.• Execute track and measure results: The last process of marketing strategy will be execution of the said plan and then monitoring it effectively for better results. 30
  • 31. DIFFERENT MARKETING STRATEGIES ADOPTED BY HCL CAREER DEVELOPMENT CENTRE (4.4) 31
  • 32. After Continuous interaction with our marketing experts at HCL CAREERDEVELOPMENT CENTRE, we found out that commitment to developbusiness marketing strategies is tough. There are plenty of other obligations vying for ourattention it is tempting to push formal strategy development towards the back burner. Givinginto that temptation, however, means putting your company in a disadvantage. Marketingstrategies help point you towards the very best marketing programs for the business. Withoutstrategies, you risk becoming unfocused in your marketing efforts, choosing programs thatdon’t support general strategies. To be best, your marketing strategies ought to be integratedinto your marketing plan (which in turn should be area of the business plan). By integratingstrategies to your overall company plans, you can better achieve business objectives.Additionally, with time this will result in more consistent decision-making through theorganization. Integrating marketing strategies into the marketing plan.An advertising and marketing plan is similar in structure to some strategic business plan,however with a narrower focus. Marketing plans include overall objectives; marketingstrategies; and marketing programs, each progressively narrower in scope.– The aim addresses the large picture and sets a dark tone for the strategies. In general terms,your marketing plan objective answers the question “How am i going to overcome my mainmarketing challenge(s)?” If your clients are a new Web-based business, for example, aprimary challenge might be determining how to use your internet site to higher build clientbusiness. An objective, therefore, may be “To enhance online client service in addition tobuild site awareness and interest with clients.”– Marketing strategies support your objective. The techniques define general approachesyou’ll decide to try meet your objective. For example, marketing strategies to offer the aboveobjective could include:1) Improving online communication, information, and education.2) Building understanding of and interest in your organization on the web, and threecommunicating the Website’s existence and advantages to existing clients.– Programs would be the things you will do to bring your marketing ways of life. Programsfor strategy 2 within the above example (improving online communication, information, andeducation) could include:1) Sharing experience and observations inside your industry through participation beingdebated boards. 32
  • 33. 2) Offering an email newsletter.3) Listing/submitting your website to targeted search engines and directories.By keeping your business marketing strategies in mind while you initially choose marketingprograms, then making adjustments throughout every season according to those strategies, youbuild a better foundation that your business can grow. 33
  • 34. OFFLINE CUM ONLINE MARKETING STRATEGIES OF HCL CAREER DEVELOPMENT CENTRE (4.5) 34
  • 35. “Study Finds Inbound Marketing Leads Cost Far Less than Leads Generated by Outbound Marketing” (4.6)A recent study found inbound lead generation to be far more cost-efficient than outboundmarketing strategies. The study was completed by 167 professionals involved in theirbusiness’ marketing strategy. They consisted of business owners, entrepreneurs, executives,and sales people in businesses of all sizes. Almost ¾ of the companies were involved in thebusiness-to-business sector and were involved in business or professional services.Respondents spent about 37% of their lead generating budgets on inbound marketingtechniques and about 30% of the budges on outbound techniques – such as direct mail, tradeshows and telemarketing.The findings indicate that companies spent about $84/per lead using the inbound marketingtechniques and a whopping $220/per lead using outbound marketing techniques.The average lead generation budget spending is illustrated in the following example:The inbound marketing cost per lead advantage held true across businesses of all differentsizes (small, medium and large) and types (professional services, technology, etc.) Dollarsspent on trade shows were the least effective, where dollars spent on social media – especiallyblogs –were most effective.More than 48% of companies surveyed say they publish a company blog and nearly threequarters of bloggers indicate the blog is updated weekly.The most important question business owners need to answer these days is “How do mycustomers make purchasing decisions and what are the most effective ways to positivelyinfluence them during the process?”Businesses agree that direct mail, trade shows and telemarketing channels are becoming lessattractive – in part due to the expense, and in part due to overall effectiveness. The channelson the rise are Blogs and Social Media, and organic Search Engine Optimization — not onlyare these channels less expensive, their reach is greater and the ability to establishrelationships is far more beneficial.In the following chart, you can see which channels generate the bulk of the leads. 35
  • 36. Savvy businesses are finding they can spend money on the lower end of channel advertising(inbound marketing), to receive a higher percentage of leads. Additionally, the study foundthat leads that come in to the business through PPC, SEO and social media are more targetedleads and are likely to have a higher lifetime value. 36
  • 37. CHAPTER – VDATA ANALYSIS & INTERPRETATIONS 37
  • 38. DATA ANALYSIS AND INTERPRETATIONS 1. Do you think IT Education Industry is flourishing? NUMBER OF RESPONDENTS: 130A research showed that 88% people still believe that IT Education Industry is growing rapidly and will continue to prosper in future while remaining 12% hold negative views about it because of recession and fall in Indian economy. 38
  • 39. 2. Which is the Best IT Training Institute? NUMBER OF RESPONDENTS: 130A research showed that maximum number of students prefers to study from NIIT – THE TURNING POINT followed by HCL Career Development Centre. 39
  • 40. 3. Where did you get to know first about HCL CDC?A research conducted by HCL Career Development Centre showed that maximum attraction comes from Television Ads, Internet, and Newspapers and so on. 40
  • 41. 4. Which one factor would you consider to be the most important one in considering HCL CDC the best IT TRAINING INSTITUTE?On the basis of internal cum external research, we found out that all the above shown points are necessary for IT TRAINING INSTITUTE. 41
  • 42. 5. Which Course is more popular and demanded in the current IT market?On the basis of internal cum external research, we found out that software courses are very popular and has a good scope in IT Industry. 42
  • 43. 6. Which kind of Course students prefer for study? On the basis of internal cum external research, we found out that students always prefer for short term courses, reason being high low structure and lesser time span. For long termcourses, HCL Career Development Centre offers Payments in instalment and other financial help as and when required. 43
  • 44. 7. Do you think HCL CDC will continue to prosper in future? External / Internal ResearchAs IT Education Industry is growing rapidly, therefore there is a very high chance of HCL Career development centre to boom in the upcoming future. 44
  • 45. 8. On a scale of 1 to 10, how would you rate the following facilities provided during your course period?Internal Research showed that to deliver a quality education in IT, the company should be well versed and equipped with all the important facilities. 45
  • 46. 9. What according to you is mostly needed in IT Training Institute?Internal Research showed that the IT Education Industry should have everything in hand ready to make a professional move in Global IT world. 46
  • 47. QUESTIONNAIRE (5.1)I am a student of Regent Education and Research Foundation, Kolkata pursuing MBA inMarketing. As a part of my curriculum, I am conducting a survey for the project work that isintended to complete in partial fulfilment of the said degree. Would you be kind enough tospare sometime and fill up the following questionnaire pertaining to your experiences in the ITEducation industry? I assure you that the responses would be kept confidential and used foracademic purposes only.1. Do you think IT Education Industry is flourishing?YESNOAny Other Comments (Please Specify)2. Which is the Best IT Training Institute?IIHTJETKINGCMCBRAINWAREAPTECHHCL CDCNIITOther’s (Please Specify)3. Where did you get to know first about HCL CDC?Hoarding and BannersInternet 47
  • 48. Friends/ RelativesTelevision ADSOther’s (Please Specify)4. Which one factor would you consider to be the most important one in considering HCLCDC the best IT TRAINING INSTITUTE?Global AllianceBrand NameExperienced FacultyInfrastructurePlacements5. Have you done any IT related Courses earlier?YESNO6. Which kind of Course are you interested in?HardwareSoftwareDatabaseSoft SkillsOther’s (Please Specify) 48
  • 49. 7. Which Course would you prefer for study?LONG TERMSHORT TERM8. Have you done any Courses from HCL CDC?YESNO9. (If Yes) Can you recall anything at all about HCL CDC which particularly pleased youduring your course period?Please Specify……………………………………………………………………………………..10. Did the faculty complete the course on time?YESNO11. Do you think HCL CDC will continue to prosper in future?YESNO12. On a scale of 1 to 10, how would you rate the following facilities provided during yourcourse period? 49
  • 50. LAB FACILITIESSTUDY MATERIALSINFRASTRUCTUREAMBIANCEPLACEMENT ASSISTANCEINTERNET CONNECTION13. What according to you is mostly needed in IT Training Institute?Experienced Faculty MembersUpdated TechnologyStrong manpowerInfrastructureAlliances with Global PartnersAll of them THANK YOU FOR YOUR TIME 50
  • 51. CHAPTER – VI CONCLUSIONS & SUGGESTIONS 51
  • 52. CONCLUSIONS AND SUGGESTIONSBased on the above comparison and analysis, the following conclusions can be pointed out:The organisation should design and develop the training and placement programs completelybased on the need and requirement of the candidate. The organisation respects meritoriouscandidates. Undoubtedly, the organisation should devote towards the improvement of thequality of the training and placement programs to build a good image among the existingtrainees.According to survey, researcher got that most of the students were interested in computereducation. Most of them were undergraduate and were seeking to boom their career in ITIndustry.On the basis of the study, it was concluded that most of the potential customers wereinterested in Software courses and they wanted to join such program immediately. It was alsofound that there was very stiff competition among different IT training institute offeringsimilar courses with a difference. The most important aspect that could be pointed out thatmost of the customers wanted short term courses and part time courses. It was found that HCLCDC is well known all over the globe and customer preferred this brand for better quality oflearning. Therefore it is essential for the organisation to sustain its quality training program. 52
  • 53. CHAPTER – VI BIBLIOGRAPHY 53
  • 54. BIBLIOGRAPHYBOOKS  Kothari, C.R, 2008, Research Methodology, second revised edition, New age International publisher, New Delhi, Page Number 5, 8, 37, 39.  Kotler, Philip & Keller, Kevin Lane, 2009, Marketing Management, 13th Edition PHI Learning Private Limited, New Delhi.WEBLIOGRAPHY  http://www.hcl.in ( Organisational Profile )  http://www.hclcdc.in/homepage.htm ( Product and competitors of HCL CDC )  http://www.hclinfosystems.in/ ( Company profile, Mission & Vision )  http://www.hcltechnology.in/ (Company profile)  www.hclcdc.org/ ( Marketing strategies of HCL Career Development Centre ) 54
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