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

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

Objective of the Report Broad Objective The broad objective of the study is to understand the relationship between the promotional initiatives and customer awareness in the context of Computer Source Ltd. Specific Objectives i) To identify different promotional tools used by Computer Source Ltd create brand awareness about different computer brands ii) To identify the Brand Performance of HP by using perception test iii) To identify the level of Customer Satisfaction related to promotional initiatives of Computer Source Ltd regarding HP brand iv) To understand the relation between Customer Awareness and satisfaction about Promotional Initiatives using regression analysis

Sample Plan #Population: The target population of this survey includes all the customers of computer product within the age of 20 to 50 years. # Sample Unit: Existing customers of computer brands within the age of 20 to 50 years of Dhaka city have been considered here. The data were collected from the BCS Computer City, Agargaon. # Sample Frame: There is no concrete list or number of customers belonging to the population. # Sampling Procedure: Non-probability convenience sampling procedure has been used. Mainly mall intercept method is used for questionnaire survey. The total sample size for this study is 100 customers within the age of 20-50 years. # Fieldwork/ Data Collection: The questionnaire survey has been executed in BCS Computer City, Agargaon in Dhaka city.

Limitations Though I tried my level best in preparing this report, some limitations were yet present there: Unavailability of required secondary data in this area Lack of instrumental facilities to get proper information. Lack of available previous research works in this area for guidance.

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

Brand Portfolio

Questionnaire Analysis Demographic Analysis

Gender Distribution

Age Distribution

Educational Level

Questionnaire Analysis General Analysis

Overview of product type preference

Brand Awareness

Recalling of brand

Confidence level Analysis

Awareness about the brand HP

Brand Preference

Factors influencing brand preferences

Questionnaire Analysis Brand Awareness Analysis

Sources of information about the brand HP

Fulfillment of expectation regarding the brand HP

Recalling of Brand Element

Questionnaire Analysis Perception Test

Measuring Perception about Quality Name of the brand Total Score Average Recommendation Rank HP 532 5.32 Good Quality 4th Apple 675 6.75 Very Good Quality 1st Dell 558 5.58 3rd Samsung 619 6.19 2nd Acre 456 4.56 Average Quality 5th Asus 423 4.23 6th

Measuring Perception about Price Name of the Brand Total Score Average Recommendation Rank HP 437 4.37 Affordable Price 2nd Apple 114 1.14 Very High Price 6th Samsung 451 4.51 1st Dell 418 4.18 4th Acer 325 3.25 High Price 5th Asus 422 4.22 3rd

Measuring Perception about Promotion Name of the Brand Total Score Average Recommendation Rank HP 493 4.93 Moderately Promoted 3rd Apple 134 1.34 Rarely Promoted 6th Samsung 156 1.56 5th Dell 357 3.57 Less Promoted 4th Acer 679 6.79 Highly Promoted 1st Asus 544 5.44 Well Promoted 2nd

Measuring Perception about Attractiveness Name of the Brand Total Score Average Recommendation Rank HP 433 4.33 Moderately Attractive 6th Apple 575 5.75 Quite Attractive 2nd Samsung 501 5.01 3rd Dell 597 5.97 1st Acer 435 4.35 Highly Attractive 5th Asus 453 4.53 4th

Measuring Perception about Overall Brand Performance Brand Name Quality Price Promotion Attractiveness Total Score Overall Position HP 4 2 3 6 15 3rd Apple 1 Samsung 5 12 2nd Dell 11 1st Acer 16 4th Asus

Questionnaire Analysis Promotional Effectiveness Test

Promotion of HP

Percentage of purchasing after watching the advertisement

Importance of promotional tools to create brand awareness

Unique promotional initiatives

Satisfied with the product quality

Satisfaction about the offering

Evaluation of HP as a whole

Impact of promotional tools

Recalling Advertisement of HP

Satisfaction level about the advertisement

Recalling Billboard Advertisement of HP

Satisfaction level about the billboard advertisement

Recalling Leaflet Advertisement of HP

Satisfaction level about the leaflet advertisement

Recalling In-house Branding of HP

Satisfaction level about the In-house Branding

Recalling Poster Advertisement of HP

Satisfaction level about the poster advertisement

Recalling Event of HP

Satisfaction level about the event

Ranking promotional tools according to their positive impact on creating Brand Awareness Total Score Average Rank Advertisement 351 3.51 3rd Billboard 284 2.84 2nd Leaflet 457 4.57 4th Poster 632 6.32 6th In-house Branding 196 1.96 1st Event 523 5.23 5th Sponsor 655 6.55 7th

Questionnaire Analysis Regression Analysis

Research Framework Independent variables: Advertisement Billboard Leaflet In-house branding Poster Event Dependent Variable: Customer Awareness

Y = α + β1X1 + β2X2 + β3X3 + β4X4 + β5X5 + β6X6 Model Development Customer Awareness = f (Advertisement, Billboard, Leaflet, In house branding, Poster and Event). Using the function a regression model can be estimated to find out the impact of the independent variables on customer awareness. Y = α + β1X1 + β2X2 + β3X3 + β4X4 + β5X5 + β6X6 Where, Y = Customer Awareness X1= Advertisement X2= Billboard X3= Leaflet X4= In-house branding X5= Poster X6= Event

Thus the model is, Customer Awareness = α + β1 Advertisement + β2 Billboard + β3 Leaflet + β4 In-house branding + β5 Poster + β6 Event

Development of Hypothesis H0 : β1 = β2 = β3 = β4 = β5 = β6 = 0 (There is no significant impact of promotional tools on creating customer awareness) H1 : There is significant impact of promotional tools on creating customer awareness Predictors: (Constant), Advertisement, Billboard, Leaflet, In-house branding, Poster and Event Dependent Variable: Customer Awareness Source DF SS MS F P Regression 6 8.9041 1.4840 8.66 0.000 Residual Error 93 15.9356 0.1714 Total 99 24.8400

H0 = Null Hypothesis, H1 = Alternative Hypothesis On the basis of the above table we observed that the value of F-statistic is 8.66 and its correspondence significant value is 0.000. So, we reject the null hypothesis considering 5% level of significance. H0 = Null Hypothesis, H1 = Alternative Hypothesis Predictor Coef SE Coef T P Constant 1.2197 0.8338 1.46 0.031 Advertisement 0.07408 0.06829 1.08 0.028 Billboard 0.17590 0.06620 2.66 0.009 Leaflet 0.0466 0.1034 0.45 0.035 In-house Branding 0.28244 0.06808 4.15 0.000 Poster 0.0154 0.1095 0.14 0.889 Event 0.1724 0.1006 1.71 0.048

Now we shall test the regression coefficients Now we shall test the regression coefficients. On the basis of the value of t-statistics given in above table, it is observed that none of the regression coefficient is statistically insignificant considering 5% level of significance. Here, the promotional tool poster’s value is 0.889, so we cannot be sure about whether poster has any impact on creating customer awareness or not. Thus the fitted model is Y = 1.2197+ 0.07408X1 + 0.17590X2 + 0.0466X3 + 0.28244X4 + 0.0154X5 + 0.1724X6   For this we can develop the following hypothesis:- H0 : Promotional tools have no impact on creating customer awareness H1 : Promotional tools have significant impact on creating customer awareness

it can be observed that P value is <0 it can be observed that P value is <0.05, this means there is a little support for null hypothesis (no relation or impact). So, null hypothesis is rejected. So it is clear that there exists a significant impact or systematic relationship between the two variables.   S = 0.4139 R Sq = 72.8% R Sq (adj) = 68.7% From the regression analysis result it is found that the adjusted R Sq is 68.7%, which shows that the model is good enough to predict the relationship between dependent and independent variables.

Major Findings Those who know about the brand HP knows very well about the brand. They are quite aware about the brand. From this analysis it can be predicted that, as they are fully confident about identifying the brand logo so they can be aware of the promotional tools of HP which can be helpful for further analysis. Customers get information about the brand HP mainly from leaflets, posters and newspaper ads. Because the young generation is the main customers of computer products, they visit places to get latest information about computer products. Mainly they look for news about computer products and get attracted by latest offers. There is a little support for null hypothesis (no relation or impact). So, null hypothesis is rejected. So it is clear that there exists a significant impact or systematic relationship between the two variables. From the regression analysis result it is found that the adjusted R Sq is 68.7%, which shows that the model is good enough to predict the relationship between dependent and independent variables.

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

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