Brand Promotions Essay Example

extensively promoting their brand. Direct marketing entails advertisers directly reaching out to potential customers to offer products or services, which can be a contentious sales approach. Telephone sales, solicited or unsolicited emails, catalogs, leaflets, brochures, and coupons are the most common forms of direct marketing. Effective direct marketing also includes creating and managing extensive databases containing personal information of potential customers and clients, which are often distributed or sold to other direct marketing firms.

Traditional forms of advertising such as radio, newspapers, and television may not be the optimal choice for many companies or service providers targeting a specific market. Take, for instance, a company selling a hair loss prevention product. They would need to identify a radio station that caters to older male listeners who are likely to face this issue. However, there is no guarantee that this group will be tuned in to that particular station when the company's ads are aired. Therefore, investing money in a radio spot, television commercial, or newspaper ad may or may not effectively reach the desired consumer interested in hair restoration products. This is where the allure of direct marketing lies.

Companies can reach their target customers more effectively by sending out literature directly to a pre-screened list of individuals, rather than using a scattered advertising approach. Direct marketing firms have access to email addresses of individuals who fall into specific categories such as age group, income level, or special interest. For instance, the manufacturers of a new dog shampoo could benefit from having contact information for pet store owners or participants in dog shows. Successful direct marketing relies on the understanding and acceptance by recipients that their personal

information may be used for marketing purposes.

While some customers prefer receiving targeted catalogs for a wider range of options, direct marketing has its downsides. Many individuals are unaware of how their personal information provided on an order form or survey may be utilized for targeted advertising in the future. Within direct mailing, it is commonly believed that if a customer purchases a swimsuit from a clothing catalog, they might also have an interest in swimming pool supplies or exercise equipment.

The potential consequences of direct marketing overload include overwhelming potential customers and clients with catalogs, unsolicited emails, and unwanted phone calls. Another concern is that legitimate direct marketing agencies may sell personal information to unscrupulous or shady companies for fraudulent purposes. To mitigate this, many direct marketing companies belong to self-policing associations that actively discourage fraudulent or invasive use of their databases. Legitimate direct marketing firms should also provide options for individuals to request removal from these lists. Government agencies like the Federal Trade Commission (FTC) maintain a do-not-call list that direct marketing agencies must respect. Additionally, customers have the right to unsubscribe from unsolicited catalogs and block bulk emails from their inboxes.

The use of direct marketing as a sales tool can be cost-effective for specialized companies, but it should be used correctly and in moderation. This report focuses on studying the promotion of the HCL CDC brand through direct marketing. The goal is to assess the brand awareness of HCL CDC and promote its products through various direct marketing methods such as surveys, telecalling, counseling, seminars, institutional visits, on the road activities, and home connect. The aim of this research is to promote the brand

and products of HCL CDC through direct marketing.

With the help of direct marketing, obtaining customer feedback is made easy. In this research, customers are informed about HCL's career development center (CDC), as they may only be aware of HCL Infosystems and not the CDC center. Chapter 2 provides a company profile, highlighting HCL's rich history of inventions and innovation since its establishment in 1976.

In 1978, HCL, Apple, and IBM's PC all developed their first micro-computers. At that time, India's computer industry was unknown. In the 80's, HCL further expanded its expertise in various technologies. HCL's extensive understanding of UNIX resulted in the creation of a refined processor UNIX in 1988, which was three years earlier than Sun and HP.

HCL Technologies was spun off from HCL's R;D in 1997 to enter the software services industry. Over the past eight years, HCL has strengthened its processes and applied its 28 years of expertise in various areas such as semi-conductor, operating systems, automobile, avionics, biomedical engineering, wireless, and telecom technologies. In addition to selling the highest number of PCs in India and operating Northern Ireland's largest BPO, HCL also manages Asia's stock exchange network and designs zero visibility landing systems for the world's most popular airplane.

HCL Infosystems Ltd., founded in 1976, is a leader in the Indian IT market. With over 25 years of experience, we have provided innovative solutions across various industries and technologies in India. Our commitment to introducing new technologies has placed us at the forefront of the IT revolution in India.

Shiv nadir and five colleagues established a new company called MICROCOMP in 1875 to capitalize on their marketing skills. The company focuses on quality,

addressing people, processes, and products. They adopted the HCL CDC business model and gained an advantage with a partial list of customers.

RESEARCH METHODOLOGY OBJECTIVE OF THE PROJECT

1. The objective of the project is to increase brand awareness for HCL CDC. Although HCL is well-known in the industry, HCL CDC is a newcomer in the IT training business. Therefore, our retail team was assigned the task of promoting the name of HCL CDC.

Our task was to advertise HCL CDC, a prestigious training and development institute under the HCL frontline division. We aimed to promote the various products available at HCL CDC, including their career and modular courses. HCL CDC offers a wide range of courses, not limited to IT but also encompassing Sales & Marketing (Sales pro), Inter-Personal Skill building (SDF), and more.

A competitor analysis is conducted to determine HCL CDC's standing compared to its competitors. This analysis examines factors such as brand name, courses offered, prices, and infrastructure to identify the strengths and weaknesses of HCL CDC. By comparing these aspects, we can develop strategies to improve HCL's position in the market. 4.

Market share analysis is conducted to determine the industry's market size and HCL CDC's share within the industry. This analysis, when combined with competitive analysis, provides insights on how to enter and succeed in the market. 5.

The project's main goals include generating a customer base for the Centre and creating a data base for the company. The data base will be used by HCL CDC to interact with potential candidates and conduct business transactions. This process also provides insights on how to approach target customers, convince them, and successfully conduct business with clients.

Scope

of the Project
1. Markets: The Chandigarh market offers significant potential for HCL CDC to grow. By taking proactive steps in this market, HCL CDC can establish itself as a premium IT training institute in Punjab and Haryana.
2.

Advertisements: HCL CDC, an unknown brand to the public, needs to find a way to reach a large audience. To achieve this, HCL CDC can advertise through hoardings primarily located in front of schools and colleges. Additionally, other forms of displays can be placed on the back of buses and autos.

Booth Sponsoring: Sponsoring booths in trade fairs and school ; college events is an ideal way to reach the target audience and potential customers. 4. HCL Tech community: The HCL Tech community, introduced during our summer Internship Project, can assist HCL CDC in obtaining candidate data directly from schools and colleges. Regular communication by HCL Tech Community members will leave a lasting impression of HCL CDC on its members. 5. Regular Writings: Consistently writing articles in daily journals and magazines addressing IT needs and market deficiencies, as well as highlighting HCL CDC, will help establish the brand as a reliable and desirable one to join.

6. Road shows and on the spot admissions are an effective option to connect with the audience.

7. Another form of advertisement is through RADIO, which can also be used for promotional activities.

8. Surveys can assist HCL CDC in understanding the market's needs and current trends, enabling them to proactively adapt to new technologies. METHODOLOGY The methods employed to promote HCL CDC products include: 1. Surveys (Need Analysis) Primary surveys were conducted to ascertain the students' actual requirements.

Through surveys, we gathered information

on market demands, such as software, hardware, and other IT courses. The survey involved collecting data from over 2000 individuals to create a comprehensive database. This database informed our analysis on which institutions and consultancies to approach for various needs.

Tele Calling
The data collected from the candidates was analyzed through Tele callings. During these calls, the candidates received counseling and discussed specific courses that would be most suitable for them. Additionally, they were invited to visit the center and personally witness the facilities available there.

Counseling occurs face to face at the centre for candidates who arrived after the Tele calling session. The counselor introduces themselves and engages in discussions with the candidate. This session aims to analyze the customer. By counseling the candidate, we gain insight into their background, enabling us to advise them on the appropriate path to choose. Following the Tele calling session, numerous candidates are invited to attend a complimentary career seminar or workshop.

These seminars are organized on specific dates when the environment is peaceful. These seminars and workshops help educate participants about the importance of Information Technology. Attending these events allows candidates to understand the significance and gain practical experience in pursuing these courses. Prior to conducting the workshops, pre-counseling sessions are held to assess the candidate's perception. To host the seminars and workshops, various institutes were approached to provide different offerings.

5. During institutional visits, HCL CDC's retail team visited some institutes, while the team focused on corporate and institutional alliances approached most of the institutes. The purpose of these visits varied depending on the institute:
• B-Tech and other engineering colleges were visited for Summer IT Projects, HCL Tech. Community, and

placements through HCP Program.
• BBA and MBA institutes were visited specifically for HCL Sales Pro.

• Placement Agencies for HCL Sales Pro. 6. On the Road Activities On the road activity is the starting point of our activities. During on the road activities, we distributed pamphlets of various courses to candidates and also recorded the information of these candidates. We engaged with more than 4000 individuals and gained insights into their diverse mindsets. To date, we have collected data from over 200 individuals. 7.

Home Connect, which involved door-to-door visits, was mainly conducted for the HCL Sales Pro Program. However, it was also occasionally carried out for other general courses. In some cases, data bases were provided for the Sales Pro Program, consisting of candidates who had visited the centre for the program but ultimately decided not to participate. Nevertheless, most of the time we made cold calls during the Home Connect process.

The Home Connect activity took place in Mohali, Hisar, and Chd. Hostels and Mess were also included in this activity. The Canopy Activities/Tech Community Canopy activity was specifically conducted during the Tech Fest, aiming to introduce the concept of Tech Community. This concept aims to increase members who will receive updates about the latest technologies and offerings from HCL CDC. The collected data will be used to convert these members into students of HCL CDC.

DATA ANALYSIS ;INTERPRETATION

1. Students engaged in final year examinations.
2. Students not satisfied with the course curriculum.
3. They are not interested in making IT as their Career.
4. Their ignorance about the brand HCL CDC.

Their mobile phone either switch off or not reachable.

1. Out of the total data called, 38% of the candidates replied that they were not interested in pursuing IT as a career.For the Non IT courses, they made some excuses and finally said they were not interested.
2. Approximately 18% of the phone Numbers were wrong.Some did not exist and some were of other persons.
3. Approximately 15% of the data totally collected did not responded to the calls made.
4. Around 29% responded and showed interest in the offering.Some of them turned up for counseling and some replied they will come after their examinations get over.

1. People do not want to talk to strangers who come to their house.
2. Watchmen do not allow us to talk to the residents.
3. They treated us like sales men.
4. Some threatened to call the police if we do not leave.

after their exams are over.

Data projection in Home connect Total Date: 250

• Out of 250 houses connected,
• Probable House = 180 (72% of total house connect)
• Not probable house = 70 (28% of total house connect) ... Out of 180 probable houses,
• Candidate at home = 60 (33.33% of probable house)
• Candidate not at home = 120 (66.6% of probable house)
• Out of 60 present candidates at the house,

PRESSENCE OF CANDIDATES

• Interested candidate = 30 (50% of present data)
• Not interested candidate = 30 (50% of present data)

Some findings of the Institutional and Placement Consultancy visits:

1. Many institutes are also unaware of HCL CDC.
2. Many institutes already have tie-ups with other institutes.

• Some individuals have had negative experiences with HCL CDC, as institutions that were supposed to send proposals did not respond.
• Placement agencies have stated that it is against their policy to charge money for placements.
• There is a lot of incorrect information about placement agencies published on websites.
• Despite sending many proposals to agencies, there has been no response from them.

Total placement consultancy visits: 20

• Out of the 20 visits, 2 people (10% of total visits) do not know about HCL CDC, while 18 people (90% of total visits) are aware of it.
• Out of the 20 visits, 12 people (60% of total visits) are interested, 6 people (30% of total visits) are not interested, and 2 people (10% of total visits) have not responded.

Findings through Competitor's Analysis: The detailed analysis is based on the survey form (annexure 10)

1. Visit any Institute, such as NIIT or IIJT, etc.
2. Distribute the survey form of that particular institute and ask them to fill it out.
3. Selecting a sample size of 10 students out of the total student population. For example, if visiting NIIT,
   

we would select 10 NIIT students as a sample size, and do the same for the other 7 institutes, including HCL CDC.