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

2. 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.

3. 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

4. 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 years.
# Fieldwork/ Data Collection: The questionnaire survey has been executed in BCS Computer City, Agargaon in Dhaka city.

5. 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.

6. 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.

7. Brand Portfolio

8. Questionnaire Analysis Demographic Analysis

9. Gender Distribution

10. Age Distribution

11. Educational Level

12. Questionnaire Analysis General Analysis

13. Overview of product type preference

14. Brand Awareness

15. Recalling of brand

16. Confidence level Analysis

17. Awareness about the brand HP

18. Brand Preference

19. Factors influencing brand preferences

20. Questionnaire Analysis Brand Awareness Analysis

21. Sources of information about the brand HP

22. Fulfillment of expectation regarding the brand HP

23. Recalling of Brand Element

24. Questionnaire Analysis Perception Test

25. 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

26. 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

27. 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

28. 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

29. 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

30. Questionnaire Analysis Promotional Effectiveness Test

31. Promotion of HP

32. Percentage of purchasing after watching the advertisement

33. Importance of promotional tools to create brand awareness

34. Unique promotional initiatives

35. Satisfied with the product quality

36. Satisfaction about the offering

37. Evaluation of HP as a whole

38. Impact of promotional tools

39. Recalling Advertisement of HP

40. Satisfaction level about the advertisement

41. Recalling Billboard Advertisement of HP

42. Satisfaction level about the billboard advertisement

43. Recalling Leaflet Advertisement of HP

44. Satisfaction level about the leaflet advertisement

45. Recalling In-house Branding of HP

46. Satisfaction level about the In-house Branding

47. Recalling Poster Advertisement of HP

48. Satisfaction level about the poster advertisement

49. Recalling Event of HP

50. Satisfaction level about the event

51. 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

52. Questionnaire Analysis Regression Analysis

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

54. 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

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

56. 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
0.1714
Total 99

57. 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 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
1.08
0.028
Billboard
2.66
0.009
Leaflet
0.0466
0.1034
0.45
0.035
In-house Branding
4.15
0.000
Poster
0.0154
0.1095
0.14
0.889
Event
0.1724
0.1006
1.71
0.048

58. 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 = X X X X X X6
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

59. 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 = 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.

60. 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.

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

62. 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.