1. Welcome to the Presentation Presentation Topic: “Promotional Initiatives for Creating Customer Awareness in Computer Industry; A Study on HP." 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 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 20- 50 years. # Fieldwork/ Data Collection: The questionnaire survey has been executed in BCS Computer City, Agargaon in Dhaka city. #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.

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. 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 brandTotal ScoreAverageRecommendationRank HP5325.32Good Quality4 th Apple6756.75Very Good Quality1 st Dell5585.58Good Quality3 rd Samsung6196.19Very Good Quality2 nd Acre4564.56Average Quality5 th Asus4234.23Average Quality6 th

26. Measuring Perception about Price Name of the BrandTotal ScoreAverageRecommendationRank HP4374.37Affordable Price2 nd Apple1141.14Very High Price6 th Samsung4514.51Affordable Price1 st Dell4184.18Affordable Price4 th Acer3253.25High Price5 th Asus4224.22Affordable Price3 rd

27. Measuring Perception about Promotion Name of the BrandTotal ScoreAverageRecommendationRank HP4934.93Moderately Promoted3 rd Apple1341.34Rarely Promoted6 th Samsung1561.56Rarely Promoted5 th Dell3573.57Less Promoted4 th Acer6796.79Highly Promoted1 st Asus5445.44Well Promoted2 nd

28. Measuring Perception about Attractiveness Name of the BrandTotal ScoreAverageRecommendationRank HP4334.33Moderately Attractive6 th Apple5755.75Quite Attractive2 nd Samsung5015.01Quite Attractive3 rd Dell5975.97Quite Attractive1 st Acer4354.35Highly Attractive5 th Asus4534.53Quite Attractive4 th

29. Measuring Perception about Overall Brand Performance Brand Name QualityPricePromotionAttractivenessTotal Score Overall Position HP4236153 rd Apple1662153 rd Samsung3153122 nd Dell2441111 st Acer5515164 th Asus6324153 rd

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 Promotional ToolsTotal ScoreAverageRank Advertisement3513.513 rd Billboard2842.842 nd Leaflet4574.574 th Poster6326.326 th In-house Branding1961.961 st Event5235.235 th Sponsor6556.557 th

52. Questionnaire Analysis Regression Analysis

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

54. 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 + β 1 X 1 + β 2 X 2 + β 3 X 3 + β 4 X 4 + β 5 X 5 + β 6 X 6 Where, Y = Customer Awareness X 1 = Advertisement X 2 = Billboard X 3 = Leaflet X 4 = In-house branding X 5 = Poster X 6 = Event 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 + β 1 X 1 + β 2 X 2 + β 3 X 3 + β 4 X 4 + β 5 X 5 + β 6 X 6 Where, Y = Customer Awareness X 1 = Advertisement X 2 = Billboard X 3 = Leaflet X 4 = In-house branding X 5 = Poster X 6 = Event

55. Thus the model is, Customer Awareness = α + β 1 Advertisement + β 2 Billboard + β 3 Leaflet + β 4 In-house branding + β 5 Poster + β 6 Event Thus the model is, Customer Awareness = α + β 1 Advertisement + β 2 Billboard + β 3 Leaflet + β 4 In-house branding + β 5 Poster + β 6 Event

56. Development of Hypothesis H 0 : β 1 = β 2 = β 3 = β 4 = β 5 = β 6 = 0 (There is no significant impact of promotional tools on creating customer awareness) H 1 : 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 H 0 : β 1 = β 2 = β 3 = β 4 = β 5 = β 6 = 0 (There is no significant impact of promotional tools on creating customer awareness) H 1 : 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 SourceDFSSMSFP Regression68.90411.48408.660.000 Residual Error9315.93560.1714 Total9924.8400

57. 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. H 0 = Null Hypothesis, H 1 = 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. H 0 = Null Hypothesis, H 1 = Alternative Hypothesis PredictorCoefSE CoefTP Constant1.21970.83381.460.031 Advertisement0.074080.068291.080.028 Billboard0.175900.066202.660.009 Leaflet0.04660.10340.450.035 In-house Branding0.282440.068084.150.000 Poster0.01540.10950.140.889 Event0.17240.10061.710.048

58. 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+ 0.07408X 1 + 0.17590X 2 + 0.0466X 3 + 0.28244X 4 + 0.0154X 5 + 0.1724X 6 For this we can develop the following hypothesis:- H 0 : Promotional tools have no impact on creating customer awareness H 1 : Promotional tools have significant impact on creating customer awareness 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+ 0.07408X 1 + 0.17590X 2 + 0.0466X 3 + 0.28244X 4 + 0.0154X 5 + 0.1724X 6 For this we can develop the following hypothesis:- H 0 : Promotional tools have no impact on creating customer awareness H 1 : Promotional tools have significant impact on creating customer awareness

59. 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. 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.

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. 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 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.