Mini Project Report

On
A STUDY ON AREA AND STRATRGY OF DIGITAL
MARKETING WITH RESPECT OF HP

Dr. APJ Abdul Kalam Technical University Uttar Pradesh,

Lucknow
BY
“ANJULA MITTAL”
MBA II Semester
Roll No: 2003300700001
Under the guidance of
“GIRISH SIR”

SESSION-2020-2021

DECLARATION
I hereby declare that this Project Report is my own work and that, to
the best of my knowledge and belief, it reproduces no material
previously published or written that has been accepted for the award of
any other degree of diploma, except where due acknowledgement has
been made in the text.

(Student Name)- Ms.Anjula mittal

ACKNOWLEDGEMENT
The presentation of this project has given me the opportunity to express my gratitude to all those
who have made it possible for me to accomplish this project.
I am pleased to acknowledge Mr. Ankur Sharma for their valuable guidance during the course of
this project work. I extend my sincere thanks to Ms. Richa who continuously helped me
throughout the project and without her guidance, this project would have been an uphill task. I
am also grateful to other members of the team who co-operated with me regarding some issues.

Special thanks to my faculty Girish sir , who provided continuous support to me while preparing
this project report.

ANJULA MITTAL

(MBA)

TABLE OF CONTENT
SR. TOPIC PAGE NO.
NO
1. Introduction
 COMPANY PROFILE 5-8
8-10
  SWOT ANALYSIS
2. Introduction to digital marketing 10-19

• TYPES OF DIGITAL MARKETING

• EMERGING MARKETING TRENDS
• STRATEGY TOWARDS HP
• REINVENTING HP’S DIGITAL STRATEGY

3 RESEARCH METHODOLOGY
 OBJECTIVES OF THE STUDY 20-21
 RESEARCH DESIGN 22-28
1. Sample design
2. Sources of data collection
3. Data collection techniques
4. Duration of time

4 FINDINGS 29

5. SUMMARY AND CONCLUSIONS

 CONCLUSION 30
 LIMITATION OF THE STUDY 31-32

6. BIBILOGRAPHY 33

7. REFRENCES 33

CHAPTER- 1
( COMPANY PROFILE)
 HP (Hewlett Packard)

HP (Hewlett-Packard) is a multinational information technology (IT) company that

sells hardware, software and related business services.  

HP product lines include PCs and other computing devices, enterprise and

industry standard servers, storage devices, networking products, software,

printers, scanners, plotters and other imaging products. The company introduced

handheld calculators, the first commercially distributed data processing system,

LaserJet printers, and (jointly with Intel) the Explicitly Parallel Instruction

Computing (EPIC) architecture. 

Founded in 1939 by Stanford University Engineering graduates William R. Hewlett

and David Packard, HP could be considered the first garage startup. Bill and Dave

(as they were known within the company) first worked in a single-car garage

manufacturing audio oscillators. The garage was declared a California State

Historical Landmark in 1989 and is considered the birthplace of Silicon Valley. The

company's headquarters are in Palo Alto, California.

Marketing Strategy{4 P’s} Of HP

HP product strategy:
HP, earlier known as Hewlett- Packard is a leading computer hardware and
software company. HP produces hardware like personal computers and printers.
The categories of product offered by HP in its marketing mix are as follows:

• Computers

• Laptops/tablets

• Printers

• Scanners

• Digital cameras

• PDAs

• Servers

various printers offered by HP include Black and White Laser Printers, Color Laser
Printers, Inkjet All-in-One Printers, HP Design jet Large Format Printers, HP Indigo
Digital Presses, HP Latex Printers & Network Print Server. Computers are further
divided on the basis of usage, viz. High volume, office and personal. HP personal
computers consist of the following brands. HP Omnibook, Compaq Presario, HP
Envy, G series, HP Mini are the more popular brand of computers. Tablet
computers include brands like HP Slate, HP Touch Pad, HP Omni 10 and HP
Stream. Other than the above mentioned it also produces digital camera pocket
computers, workstations and servers.
HP price/pricing strategy:

HP has a very in-depth product portfolio and hence a very diverse pricing range in
its marketing mix. It operates in computers, printers, workstation and servers only
but within these categories also the product depth is high. So many variations to
suit the needs of businesses. HP follows fair pricing strategy, it charges for the
quality and expertise it gives in the field of hardware and software. HP fights with
competition based on its quality regime and supreme performance and after sales
services. Newer products with latest innovative technologies are priced at a
premium and as competition enters the prices are reduced gradually.

Place and Distribution strategy:

HP is a global brand and it has its presence all across the world. With its
products& services, HP is present in more than 170 countries worldwide. HP sells
its products both directly and indirectly. It has exclusive stores of HP and also
multi-brand store where it is available. HP has a presence on online portal as well
products can be bought directly from websites or from other shopping websites.
It has a lot of partners which can be located through its website who sell HP
products. HP is known to have presence of service centres most cities making post
sales services easily accessible. Its subsidiaries are located around the globe. HP
remains in touch with all parts of its supply chain, viz.

 
HP promotion and advertising strategy:

HP uses 360 branding in its marketing mix for creating brand awareness. HP ad
campaigns are spread across different media like TV, newspapers, magazines,
website, billboards etc. HP has a campaign called One Voice, this campaign was
designed to resonate the image of HP as one stop solution to hardware and
software needs. The campaign was successfully integrated to its website and
outdoor campaign as well. HP also has an exchange program which allows to
exchange old products for new. Other than regular discounts, sometime HP has
offered some services for free for a period of time in order to promote HP. HP has
also played the sponsor in many sports like formula one and Premier League
Club.Hence, this gives an insight in the marketing mix of HP .

SWOT ANALYSIS OF HP :
Strengths:

Brand reputation-
HP is the world’s leading PC vendor with more than 15% market share. It is also
one of the major providers of service network products. The company has a
significant market reach all over the world in nearly all of the markets it operates.
This has resulted in a strong brand reputation. According to Interbrand, HP’s
brand was value at $26 billion in 2012 and was among top 15 most valuable
brands in the world

Large Product Portfolio: –

HP has a large product portfolio. Apart from a large range of laptops and personal
computers, the brand also provides printing and imaging solutions and related
technologies. The large product portfolio of the brand is targeted at a very large,
global and diverse customer segment. It also helps bear the effects of rapid and
unexpected economic changes. A large product portfolio can help build a large
customer base which is an important strength for any technology brand.
WEAKNESS:
Poor presence in the tablet market-
The tablet market has been growing and is expected to grow in double digits over
the next few years. Most of other technology businesses have successfully
introduced their products in the tablet market and have enjoyed huge income
and profit growth. Although HP had its TouchPad tablet model and later
introduced its Slate series tablets into the market, the company has failed to offer
an attractive product for consumers. As a result, the business experiences losses
and is unable to compete successfully in this lucrative market with companies like
Samsung and Apple.

Higher dependence on US markets:

US markets are accountable for the largest part of HP’s revenue. Around 35% of
HP’s revenue came from US in 2017. This also leaves the brand open to several
kinds of risks associated with the US market. Economic fluctuations in the US
market can reduce demand and lead to lower sales there, which in turn affects
the brand’s revenue. US is one of the most advanced economies of the world. It is
the largest technology market and a major source of revenue for the world’s
technology brands.

Opportunities:
Expand services and enterprise solutions divisions.
HP provides various services (cloud, security and infrastructure) and
enterprise solutions (servers, networking and storage), which are the most
profitable HP’s businesses at the moment. The company should focus on
growing these divisions as they promise better growth opportunities and
higher profit margins.

Marketing and customer engagement:-The rise of new technologies

like digital technology and AI has brought fresh opportunities for large and global
brands like HP in terms of marketing and customer engagement. HP can use these
opportunities for connecting with its users and to grow its customer connection
stronger.
Threats:
Legal and political regulations:
Legal and political regulations too pose a major threat before the brand. Around
the world and especially in the technology industry, large businesses are facing
heavy legal regulations and government oversight. Non- compliance can result in
heavy fines as happened in the case of several technology giants in EU. Legal
pressure is also leading to higher compliance and operational costs for the
brands. Brands have dedicated compliance teams to deal with legal issues. From
HR to environment and product design and quality there are several areas where
law has tightened its grip leading to higher pressure on technology brands.

Slowing growth rate of the laptop market-

Growth rate of the computer market is slowing down and in the near future the
markets will become saturated. The company faces intense competition from
rivals like Acers, Apple, Dell, Lenovo or Samsung in terms of price, quality, brand,
technology, distribution channels and range of products. Besides, customer needs
are changing and now customers are keener to buy tablets or smartphones than
new laptops. Therefore, it will prove hard for HP to compete in personal
computers market and continue to grow its market share

DIGITAL MARKETING STRATEGY FOR HP

HP has made a deep-rooted presence over all the social media platforms,

maintaining regular activity clearly indicating their dedication towards engaging

the customers through social media strategy.

So here is the detailed analysis of how HP is doing over various social media

platforms.
Facebook
HP has its largest following on Facebook with a massive 3.8 million followers on

their official global page. Many other pages run country-wise under the same

brand name.

The company shares diverse content over Facebook. Although some of their post

prompts their own products, but most of them is based on career advice and

work skills.

A lot of short videos are shared over the platform to display their products. All

photographs uploaded are professionally and creatively shot. Creativity and

innovation are the two things that are encouraged by the brand.

Twitter
Like Facebook, HP has a number of Twitter accounts based on various factors. Its

global page HP account has 989,200 followers. Other account over Twitter

includes HP News, HP Support, HP Careers, HP Security, HP Labs and many other

accounts for different countries.

The company is active over Twitter on regular basis. They post over the

platform on daily basis. They share a variable content, starting from

product promotion, to tech news and exciting tips and facts of the tech

industry to target the huge percentage of the target market audience.

To target the audience, a combination of hashtags is used in their posts,

like  LifeatHP and BendTheRules. They also keep up to date with trending and

frequently used hashtags whenever they can, such

as MondayMotivation, GeekPrideDay and DidYouKnow.

Instagram
The posts over HP’s Instagram page is somewhat having a quality
content. However, they have effectively combined technology into
creative photography and videos.

Like on Facebook and Twitter, they strongly use hashtags over Instagram
and have created and used a number of hashtags such
as LifeatHP and HPDiscover, as well as for their various campaigns
– BendTheRules , WorkFromHappyPlace.

They encourage other users to share their images under the HP hashtags and

frequently share user content on the HP account. HP has over 292,500 followers

on Instagram and their posts generally receive around 2,000 – 3,000 likes.

Market share of HP

Top Companies, Worldwide Traditional PC Shipments, Market Share, and Year-Over-

Year Growth, 2019 (Preliminary results, shipments are in thousands of units)
2018
2019 2019 Market 2019/2018
Company 2018 Shipments Market
Shipments Share Growth
Share
1. Lenovo 64,768 24.3% 59,857 23.1% 8.2%
2. HP Inc. 62,908 23.6% 60,000 23.1% 4.8%
3. Dell
46,545 17.5% 44,170 17.0% 5.4%
Technologies
4. Apple 17,684 6.6% 18,083 7.0% -2.2%
5. Acer Group 17,029 6.4% 17,853 6.9% -4.6%
Others 57,756 21.7% 59,620 23.0% -3.1%
Total 266,690 100.0% 259,583 100.0% 2.7%
Source: IDC Quarterly Personal Computing Device Tracker, January 13, 2020
Notes:
• Some IDC estimates prior to financial earnings reports. Data for all
companies are reported for calendar periods.
• Shipments include shipments to distribution channels or end users.
OEM sales are counted under the company/brand under which they
are sold.
• Traditional PCs include Desktops, Notebooks, and Workstations and
do not include Tablets or x86 Servers. Detachable Tablets and Slate
Tablets are part of the Personal Computing Device Tracker but are
not addressed in this press release..

REINVENTING HP's DIGITAL STRATEGY

HP is a technology company that is paving the way in innovations for the average
everyday user, as well as scientists, doctors, and engineers. They are a company
that has their hands in everything related to the modern technologies that propel
our society forward. After falling off the radar, HP has come back stronger than
ever with a new online media campaign and innovative technologies. They have
reinvented themselves to be modern and sophisticated, but still simple enough
that everyone can use their products.

THE BIG IDEA HP KEEP REINVENTIING:

HE BIG IDEA HP has been doing a wonderful job, but really needs to create new
buzz for the brand. Using new collaborative strategies in marketing and
advertising will create a new image for HP and make the brand a household name
all over again.

TARGET AUDIENCE:
HP has always targeted the tech savvy, someone who loves technology and
innovations.

Who HP Should Target Next :

• Young Business Professionals
• Entrepreneurs
• Older, less tech savvy individuals

SOCIAL MEDIA ANALYSIS:

HP has a very solid social media presence, but could improve on the content
presented in their posts. Using their least popular medium, YouTube, as a
platform for creating new content could vastly improve HP's social media
presence all around. HP's most popular social media accounts:

TOOLS AND TACTICS:

 • Utilize already strong social media presence in better ways.
• Make sure website is search engine optimized in the best way.
• Revamp the way HP does Advertising using YouTube.
• Generate more sales with better Ad Traffic and Viral posting on Social
Media HP's new digital advertising strategy will be the biggest change to
their social media presence, and the most exciting.

ADVERTISING REVAMP:
The biggest key to the success of HP's new digital strategy is a complete revamp
of the way they do advertising on social media, including better use of their
YouTube Channel. Using collaborative advertising with actual HP consumers will
intrigue new customers and create a viral buzz that will boost traffic, and
ultimately sales, for HP

ANALYTICS :
HP will need to monitor Key Performance Indicators to ensure that this new
digital campaign is being successful. Throughout the campaign they should check:
• Clicks
• Follows
• Email-Captures
• Sales
• Search Quality Scores for Keywords and Phrases

• YouTube views Analyzing the campaign will allow HP to divide the budget
properly and adjust it as needed.

BUDGET: HP spends about the same amount of money on advertising each year.
Since their current budget supports their social media and online efforts for
advertising, switching the way they use their current budget will be easier than
increasing it. Using analysis of previous advertising methods, as well as using
some of the budget to fund collaborative advertising will surely increase HP's buzz
and boost sales.

KEEP REINVENTING WITH HP:

HP is a prime example of adapting to the changing times. Analyzing KPI's, creating
new advertising methods, and making better use of their current online presence
will ensure the success of HP's new digital strategy. Reinventing their social media
methods will keep the brand in touch with their new products and company
goals.

DIGITAL MARKETING

Meaning:
Digital marketing is defined by the use of numerous digital tactics and channels to
connect with customers where they spend much of their time: online. From the
website itself to a business's online branding assets -- digital advertising ,email
marketing, online brochures, and beyond -- there's a spectrum of tactics that fall
under the umbrella of "digital marketing."

The best digital marketers have a clear picture of how each digital marketing
campaign supports their overarching goals. And depending on the goals of their
marketing strategy, marketers can support a larger campaign through the free
and paid channels at their disposal.
A content marketer, for example, can create a series of blog posts that serve to
generate leads from a new e-book the business recently created. The
company's social media marketer might then help promote these blog posts
through paid and organic posts on the business's social media accounts. Perhaps
the email marketer creates an email campaign to send those who download the
e-book more information on the company..

Traditional Marketing versus Digital Marketing

The difference between Traditional Marketing and Digital Marketing can be done
on the basis of 4 points below:
-Cost
Every business strategy engages to budget, so does both strategies. There is some
difference in thecost between traditional marketing and online marketing.
Traditional marketing promotes theproducts of a brand through ads on paper,
billboard, television, radio, and more. This marketing strategy spends huge cost to
keep the promotion running as the schedule. Online marketing can also carry a
cost, but there are numerous online marketing strategies that are virtually free.
-Coverage

In traditional marketing, coverage of your product will be printed on paper media

or aired on television and radio. Unfortunately, the exposure your products will
get is very often momentary.
For example, the newspaper where your high-cost advertisement appeared in is
going to throw the next day. On the other way, your online coverage will be
always there for like forever. It will be archived on the internet and ready to be
found easily whenever your customers need it.
-Audience

Traditional marketing is more effective for target customer which out of reach of
internet. They are people who do not connect to the internet on daily basis.
Senior citizens or low-end economic citizens who are internet illiterate are the
best target for traditional marketing strategy. On the other way, people who are
never without internet in their reach, such as teenagers and businessmen, are
easier in to reach through online marketing

DIGITAL MARKETING USERS:

Since 2016, it has seen a rapid rise in the usage of Digital Marketing in India. The
growth is estimated at around 50 %, thanks to digital marketers knowing what
and when to present to the customers.

IDC predicts that by the end of 2019, the digital marketing industry will be worth
over $102 billion! The digital marketing trend in India has been mounting for
years now. It has led to the present era to become sophisticated by becoming
more responsive. It enhances the frequency and depth of its users .
-EMERGING MARKETING TRENDS AND ITS OPPORTUNITIES

As a Digital Marketer, it can be argued that the most important phenomena that
happened in Digital Marketing scenario in India, in the past few decades, is the
“Jiofication”. On September 6, 2016, Reliance Industries launched Jio to the
public, thereby creating a new meta. With dirt-cheap pricing and several free
offers, it moulded the average Indian mindset with a craving for more data.
People with no access to the Internet was given access and existing Internet users
were given more data which provided them with a wide array of browsing
possibilities. This meant more eyes viewing the content you put out on the
internet.

T series is a shining example of the phenomena. As of 1st December 2018, the T

Series YouTube channels stands at over 72 million subscribers and is well on its
way to becoming the top dog of youtube. 
Digital Marketing Challenges
Digital marketing poses special challenges for its purveyors. Digital channels are
proliferating rapidly, and digital marketers have to keep up with how these
channels work, how they're used by receivers and how to use these channels to
effectively market things. In addition, it's becoming more difficult to capture
receivers' attention, because receivers are increasingly inundated with competing
ads. Digital marketers also find it challenging to analyze the vast troves of data
they capture and then exploit this information in new marketing efforts.
The challenge of capturing and using data effectively highlights that digital
marketing requires a new approach to marketing based on a new understanding
of consumer behavior. For example, it may require a company to analyze new
forms of consumer behavior, such as likes on Facebook and tweets on Twitter.

What Are the Benefits of Digital Marketing?

Having a strong digital presence will help in multiple ways:
• It will make it easier to create awareness and engagement both before and
after the sale
• It will help in convert new buyers into rabid fans who buy more (and more
often)
• It will kick start word-of-mouth and social sharing—and all the benefits that
come with them
• It will shorten the buyer's journey by presenting the right offers at the right
time

CHAPTER -2
Objectives of the Study
 Primary Objective:
The Primary objective of the study
is to understand the roles, implication and impacts of digital marketing on e‐
commerce. 

 Secondary Objectives: 
Some of the more specific objectives of the study are listed as follows:
1. To get a better understanding of Digital Marketing and its impact on e‐
commerce industry 
2. Relating my academic knowledge to the real world corporate scenario 
3.
Acquire knowledge and learning by participating actively in a corporate environm
ent 
4. To find out how digital marketing is helping conventional marketing process. 
  5.
To evaluate the purpose, methods, elements, and effectiveness of Digital Marketi
ng  
6. To evaluate satisfaction level of the customer towards HP laptop.

CHAPTER – 3
( RESEARCH METHODOLOGY)
 METHODOLOGY
The research design in the grand plan for conducting a market survey at
motivational research on consumer attitude the necessary data are collected
analyzed, Evaluated and presented in an effective manner preparing a project
report. This states the complete details of the project including the area covered
and limitations undergone during this study.

Area of the Study:

The area of the study is confined to pilkhuwa.

Sources of the Data :

The data is primary in nature as it is directly collected from user of HP laptop
though a questionnaire. The matter relating laptop details is of secondary data in
nature as it is collected from magazine and books.

Sample Size :
Sample size of the study covers 110 customers in pilkhuwa city.

Sample Design :
For the purpose of the study 110 respondents were selected from different zones
of the Coimbatore city for the sampling purpose convenient sampling method is
followed in this study.
Data Collection Method:
A printed questionnaire used for collecting information on the customer attitude
preference. It consists of a number of questions prepared in a definite order on a
set of forms filled by the respondents themselves.

Limitation of the Study:

The population for the study was 110 only. So it could not reveal the entire
industry.

Time was also very limited. Most of the customers are not interest in fill the
feedback forms.

Review of Literature:
Dr. K. Kumar (2014) laptops are a definite need than a luxury, in today’s fast
paced world. Having a portable PC that helps to take work along with, to all the
places that one goes, has actually become a necessity. Laptops is Playing a
Dominant role among employees. Like Heart’s importance to Human Body, laptop
computer is playing a vital role in day to day operations.

P. Taufeeq (2012) the hard disk provides memory for long-term data storage –
measured in gigabytes (GB). It stores the operating system and applications
(programs) as well as files including music, photos and documents. We
recommend a minimum of 500GB hard disk space - storing video, high-resolution
photos, music and software uses up a lot of space. If in doubt, go for more hard
drive space if you can afford it.

The empirical study conducted by Srivalli Jandhyala (2012) is observed that, the
food habits of India vary region and area to area. Food and grocery is the second
largest segment of the Indian retail industry especially in untapped market line
rural and semi-rural area which is growing at the rate of 30% the presents study
helps in analyzing the impact of extensions of food retail stores from urban area
to semi urban are and change in consumption habits of the customers.

V. Anil (2012) laptop’s keyboard is smaller than a desktop computer’s - keys are
closer together, and may also be smaller. Many 13-inch models don’t have room
for a separate number pad. It’s a good idea to try out a laptop’s keyboard before
you buy if you can, to ensure you get one you're comfortable with.

Rohitakumarmishra (2011) investigated buyer-supplier relationship is very

important for all organization irrespective of their operation, trust, co-operation
and proper information flow are the pillar to strength to buyer-supplier relation
for sustainable development, the operation of an organization and the selection
of suppliers are always dependable, hence, proper selection of suppliers is vital
for an organization to maintain long term relationship.

Demographic Profile: Table 1

No of
Factor
Option respondents Percentage
 Male 36 32.72
Gender
Female 74 67.27

20-30 82 74.54

31-40 20 18.18
Age Group
41-50 7 6.36

Above 50 1 0.90

Married 33 30
Marital Status
Unmarried 77 70

Primary 8 7.27

Educational HSC 9 8.18

Qualification Graduation 83 75.45

Professional 10 9.09

Business 21 19.09

Govt employees 34 10
Occupation
Professional 44 40

Private employees 11 8.18

Family Nature Joint 30 27.27

Nuclear 80 72.72

Family Size 1-2 9 8.18

3-4 65 59.09
4-5 26 23.63
5 above 10 9.09
Earning Members Only one 34 30.90
2-3 58 52.72
4-5 15 13.63
5-above 3 2.72
Below- 10000 17 15.45
10001- 20000 42 38.18
20001- 30000 32 29.09
Monthly Income 30001- above 19 17.27
Purpose of the Laptop Business 18 16.36
Studies 52 47.27
 Entertainment 19 17.27
Personal use 21 19.09
Period of Using Laptop Up to 6 months 16 14.54
6month- 1year 32 29.09
1year- 2year 28 25.45
2year- above 34 30.90
Source Of Awareness Friends & Relatives 50 45.45
Advertisement 32 29.09
Self 20 18.18
Others 8 7.27
Awareness of Hardware
Yes 41 37.27
Configuration No 28 25.45
Some extent 41 37.27
Preference of Buying Show rooms 62 56.36
the Dealers 19 17.27
Laptop Through third party 11 10
Friends & Relatives 18 16.36

Warranty Period Up to 1 year 32 29.09

1-3 year 52 47.27
Above 3 year 21 19.09
No warranty 5 4.54
Mode Of Purchase Cash 61 55.45
Credit 20 18.18
Bank loan 17 15.45
Others 12 10.90

Interpretation

Majority (67.27%) of the respondents are female and 74.54% of the respondents belong to the
age group of 20-30 years. 70% of the respondents are unmarried and 75.45% of the
respondents are graduation level. Majority (40%) of the respondents are professional. Most of
the respondents are nuclear family. 59.09% of the respondents’ family size belongs to 3-4
members. Most of the respondents’ monthly income is RS. 10,001-20,000. Majority of the
members use the laptop for studies. Majority (45.45%) of the respondents’ awareness is
through friends & relatives. Majority (37.27%) of the respondents are aware of the hardware
configuration in laptop computers. Major respondents are preferred buying of the laptop in
showrooms. Majority(55.45%) of the respondents’ mode of purchase is cash purchase.

INFLUENCING OF THE LAPTOP :

COST QUALITY SIZE PROCESSING MEMORY WIRELESS

SPEED CAPACITY

HIGH 60 55.45 28.18 52.72 44.54 35.45

MEDIUM 38.18 41.81 60.90 36.36 40.90 42.72

LOW 1.81 2.72 10.90 10.90 14.54 23.63

TOTAL 110 110 110 110 110 110

Interpretation :
The above table shows that out of the total respondents selected for the study,
60% of the respondents are influencing to purchase the laptop by cost, 55.45% of
the respondents are influencing to purchase the laptop by quality, 60.90% of the
respondents are influencing to purchase the laptop by size, 52.72% of the
respondents are influencing to purchase the laptop by processing speed, 44.54%
of the respondents are influencing to purchase the laptop by memory capacity,
42.72% of the respondents are influencing to purchase the laptop by wireless .
PERFORMANCE LEVEL OF HP LAPTOP

PROCESSING STORAGE BATTERY HARDWARE

SPEED CAPACITY PACKAGE CONFIGURATION

HIGH 75.45 49.09 39.09 26.36

MEDIUM 21.81 45.45 42.72 42.27

LOW 2.72 5.45 18.18 26.36

TOTAL 110 110 110 110

Interpretation :
The above table shows that out of the respondents selected for the study, 75.45%
of the respondents’ laptop performance is high with processing speed, 49.09%of
the respondents’ laptop performance is high with storage capacity, 42.72% of the
respondents’ laptop performance is medium with battery package, and 47.27% of
the respondents’ laptop performance is medium with hardware.
LEVEL OF SATISFACTION ABOUT LAPTOP :

Easy Heat Battery Hardware Integrated

Handling Package Configuration TV Tuner

High satisfied 73.63 30 46.36 40.90 49.09

Satisfied 24.54 50.90 33.63 45.45 33.63

Dissatisfied 1.81 19.09 20 13.63 17.27

TOTAL 110 110 110 110 110

Interpretation
The above table shows that out of the respondents selected for the study, 73.63%
of the respondents are high satisfied with easy handling, 50.90% of the
respondents are satisfied with heat, 46.36% of the respondents are high satisfied
with battery package, 45.45% of the respondents are satisfied with hardware
configuration.
FINDINGS

• Majority of the respondents are unmarried.

• Most of the respondents are graduation level.

• Majority of the respondents are professional.

• Majority of the respondents are nuclear family.

• Majority of the respondents’ family size with 3-4 members.

• Majority of the respondents’ monthly income of RS.10, 001-20,000.

• Majority of the respondents using the laptop for studies.

 THE CONCLUSION
Digital marketing is not only concerned with placing ads in portals, it
consists of integrated services and integrated channels. Marketers want to
use these components in an effective way to reach target groups and to build
a brand. In this digital era marketer is not the custodian for a brand, people
who are connected across the digital platforms are the custodians.

Brands want to build their presence over digital platform, because customers have
high affinity towards digital media than other media’s. More than that customers
are highly information seekers and digital media is the only platform for two way
communication between brands and customers.

Digital media is the best platform to convert a product to a brand. Because it is

more cost effective and it provide lot of touch points to marketer. Brands can able
to engage their target group in an effective way through digital platforms. Digital
media is not only for engagement, brands can increase their customers or they can
retain their existing customers. Digital platforms help to increase the impact of
brand recall in target groups.

Importance of digital presence increasing importance of digital agencies, so they

making money through digital advertising raising of digital marketing
consciousness making money for digital agencies by which they are booming and
making more money with small investments.
I honestly believe that this project report will be at most useful for marketers to
understand the digital marketing and to plan for future strategies.

Limitation of the study

: Some of the limitations in making the report are following-

• In collecting primary data, it is really hard to get correct

information from people as they might not feel comfortable or
provide their false feeling.

• To observe the whole corporation activities and come up with a

fruitful result requires the huge amount of time, so the time limit
is another crucial limitation of this study.

• The Research is conducted based on several secondary data which

were rather inefficient or unreliable.

• Due to confidentiality clauses within the organization, it was not

possible to gather some more information that could make the
report much greater from all aspects.
BIBILOGRAPHY
BOOKS:1). PHILIP KOTLER, “The principles of marketing”, Tata Mc Grew-Hill Publishing.

2). Willian.D.perreault, Jr. “Basic Marketing” E.J.erom.e.mccarthy.

3).sass A.SIVAKUMAR “Retail Marketing” Excel book’s publication.

4) . C.R.KOTHARI, “Research Methodology” New age international publication, 2nd revised

edition.

REFRENCES

• WIKIPEIDA,2017.Digital Marketing.[online] Available from:

http://en.wikipedia.org/wiki/Digital_marketing [Accessed on 14 March 2017]

• https://www.slideshare.net/
• https://www.scribd.com/