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PREFACE
Preparing a project of this nature is an arduous task and I was
fortunate enough to get support from a large number o persons. I wish
to express my deep sense of gratitude to all those who generously
helped in successful completion of this report by sharing their
invaluable time and knowledge.
It is my proud and previledge to express my deep regards to
Respected HOD Dr.Pramesh Gautam, Head of Department of
Business Management , SWAMI VIVEKANAND INSTITUTE OF
TECHNOLOGY, SAGARfor allowing me to undertake this project.
I feel extremely exhilarated to have completed this project under
the able and inspiring guidance of Dr. Pramesh Goutam he rendered
me all possible help me guidance while reviewing the manuscript in
finalising the report.
I also extend my deep regards to my teachers , family members ,
friends and all those whose encouragement has infused courage in me
to complete to work successfully.
RISHI SEN
B.B.A. V SEM.
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ACKNOWLEDGEMENT
Preparing a project of this nature is an arduous task and I was fortunate
enough to get support from a large number o persons. I wish to express my deepsense of gratitude to all those who generously helped in successful completion of
this report by sharing their invaluable time and knowledge.
It is my proud and previledge to express my deep regards to Respected ,
Head of Department Dr.Pramesh Gautam, Department of Business
Management , SWAMI VIVEKANAND INSTITUTE OF TECHNOLOGY
SAGARfor allowing me to undertake this project.
I feel extremely exhilarated to have completed this project under the able
and inspiring guidance of He rendered me all possible help me guidance while
reviewing the manuscript in finalising the report.
I also extend my deep regards to my teachers , family members , friends
and all those whose encouragement has infused courage in me to complete to
work successfully.
RISHI SEN
B.B.A. V SEM.
DELCLARATION BY THE CANDIDATE
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Date :
I declare that the project report titledMARKET SEGMENTAION STRATEGIES
OF PRINTERS " on Market Segmentation is nay own work conducted under the supervision
of Dr. Pramesh Goutam Department of Business Management, SWAMI
VIVEKANAND INSTITUTE OF TECHNOLOGY SAGAR To the best of my
knowledge the report does not contain any work , which has been submitted for the award of
any degree , anywhere.
RISHI SEN
B.B.A. V SEM.
CERTIFICATE
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The project report titledMARKET SEGMENTAION STRATEGIES OF
PRINTERS " been prepared by RISHI SEN BBA V Semester , under the
guidance and supervision ofDr. Pramesh Goutamfor the partial fulfillment
of the Degree of B.B.A.
Signature of the Signature of the Signature of the
Supervisor Head of the Department Examiner
CONTENTS
PREFACE
ACKNOWLEDGEMENT
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CERTIFICATE
DECLARATION
CHAPTER I INTRODUCTION
ABOUT PROJECT
AN INSIGHTOF COMPANY HISTORY MISSION AND VISION
STANDING POSITION OF COMPANY
BRAND VALUE
CHAPTER II OBJECTIVE OF THE STUDY
CHAPTER III RESEARCH METHODOLOGY
CHAPTER IV MARKET ANALYSIS
OVERVIEW
BRANDS
CHAPTER V CONSUMER GROUPS CONSUMER BEHAVIOUR
CHAPTER VI PRODUCT PROFILE
PLAN FOR PRODUCT MIX
PRODUCT RANGE
CHAPTER VII MARKETING STRATEGY
PRICING
POSITION AND DISTRIBUTION
PROMOTION
CHAPTER VIII ABOUT COMPETITORS COMPETITOR FOR PRODUCT
PRICE OF COMPETITOR PRODUCT
CHAPTER IX DATA ANALYSISAND INTERPRETATION
CHAPTER X LIMITATION
CHAPTER XI CONCLUSION & SUGGESTION
BIBLIOGRAPHY
QUESTIONNAIRE
INTRODUCTION OF PRINTER
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The word printer means different things in different fields of
applications. Going by the generic meaning, a printer means one
who is in the occupation of printing and publishing. It also means a
device which prints out the results of data computed by computers,as applied to computers. In the celluloid world, it stands for devices
used to copy and modify films. It is extremely relevant to talk about
the computer printers in this article.
Computer PrinterA computer printer transforms digitally stored
documents of graphics or text data into paper/hard copies. Printers
can be permanently interfaced with individual computers or can beanywhere in the network, invariably through network interfaces,
either wired or wireless, so that any or all users can share for hard
copy production. You will normally see a wired network in small
areas known as LAN and wireless networks or Ethernets are over a
wide area (WAN).
Types of Modern Printers have evolved so much that you can have
true life quality printing with them which is a departure from the
earlier 'dot matrix' printers. Here are some printers which are
relevant today.Inkjetprinters Laserprinter Plotters printer
Thermal printers Digital minilabs.
Generally in an office environment, the first three types of printers
are the preferred ones. These are designed especially for office
needs such as printing text matters, graphics like charts and power
point presentation documents etc with an exception that plotters are
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dedicated for uses like constructional drawings which can't be
'printed'.
How Printers WorkInkjet printers print by placing extremely small
(50-60 microns in size) ink drops precisely in the format of the
original document. The precision is so high that equals resolutions of
1440x720 dpi. The dots can any colors in predetermined combination
to create color images.Laser printers work similar to photocopiers
but differing in producing images. The document is directly scanned
on to a photosensitive drum creating a negative image which is later
developed by 'lamping back' and pressurized rolling over the paperby fusing.
Plotters can print only line diagrams by one or more pens moving
laterally according to the commands received by them.
Buying PrintersFundamental points to consider while buying printers
are price, speed, quality of print and in addition, cost of printing. Youmay want to look at the features offered like inbuilt cameras,
resolution of minimum 1200x1200 dpi, cost of toner cartridge etc.
Warranty will be usually for a year and generally speaking, you need
not worry about maintenance/after-sales-service during their lives.
But for photo printing, you need to buy the specific type of printer, if
your preferred inkjet doesn't boast of this feature inbuilt there.
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Essential elements in a valid sale:
(1) Competence of both the buyer and seller to enter into a contract
(2) Mutual agreement on the terms of exchange
(3) A thing capable of being transferred
(4) A consideration in money (or its equivalent) paid or promised.
When both the seller and the buyer perform their respective duties by abiding the
above 4 elements of a valid sale, one can say that sale is executed
Who is a seller?
One who sells or initiates contracts to sell goods; the one who transfers property
as a result of a sales contract.
Who is a buyer?
One who buys or agrees to make a purchase or one who has the capacity to
finance his demand and receives property in exchange for money or valuable
consideration.
Meaning of service: Customer service also known as Client Service, it is a
provision of service to customers before, during and after a purchase. Customer
service is an organization's ability to supply their customers' wants and needs.
Excellent customer service is the ability of an organization to constantly and
consistently exceed the customer's expectations. Improving customer service
involves making a commitment to learning what our customers needs and wants
are and developing action plans that implement customer friendly processes
during and after a purchase. The service provided should be upto the customers
satisfaction as this would lead to a better image of the company in the market,
thus enhancing the sales.
There are five characteristics to a service which are discussed below:
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1. Lack of ownership: one cannot own and store a service like you can a
product. Services are used or hired for a specific period of time.
2. Intangibility: one cannot hold or touch a service unlike a product. In saying
that although services are intangible, the satisfaction consumers obtain have a
direct impact on the sales of the company.
3. Inseparability: Services cannot be separated from the person who is
rendering a service.
4. Perishability: Services lasts for a specific period of time and cannot be
stored like a product for later use.
5. Heterogeneity: It is very difficult to make each service experience identical.
History of Computer Printers
PrintersIn 1953, the first high-speed printer wasdeveloped by Remington-Rand for use onthe Univac computer.In 1938, Chester Carlson invented a dryprinting process called electrophotography commonly called aXerox, the foundation technology for laser printers to come.
The original laser printer called EARS was developed at theXerox Palo Alto Research Center beginning in 1969 andcompleted in November, 1971. Xerox Engineer, GaryStarkweather adapted Xerox copier technology adding a laserbeam to it to come up with the laser printer. According to
http://inventors.about.com/library/weekly/aa062398.htmhttp://inventors.about.com/library/inventors/blxerox.htmhttp://inventors.about.com/library/weekly/aa062398.htmhttp://inventors.about.com/library/inventors/blxerox.htm7/29/2019 MARKET SEGMENTATION STRATIGIES OF PRINTER- RISHI SEN.doc
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Xerox, "The Xerox 9700 Electronic Printing System, the firstxerographic laser printer product, was released in 1977. The9700, a direct descendent from the original PARC "EARS"printer which pioneered in laser scanning optics, charactergeneration electronics, and page-formatting software, was thefirst product on the market to be enabled by PARC research."
According to IBM, "the very first IBM 3800 was installed in thecentral accounting office at F. W. Woolworths North Americandata center in Milwaukee, Wisconsin in 1976." The IBM 3800Printing System was the industrys first high-speed, laserprinter. A laser printer that operated at speeds of more than100 impressions-per-minute. It was the first printer to combinelaser technology and electrophotography according to IBM.
In 1992, Hewlett-Packard released the popular LaserJet 4, thefirst 600 by 600 dots per inch resolution laser printer.
In 1976, the inkjet printer was invented, but it took until 1988for the inkjet to become a home consumer item with Hewlett-Parkard's release of the DeskJet inkjet printer, priced at awhopping $1000.
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OBJECTIVE OF THE STUDY
Objectives of the Study
To study the effectiveness of sales and services of Printer .
To know the reason why people prefer (HP Printer ) brand.
To comprehensively understand the companys business, analyse its
performance by systematically studying its market shares.
To find out the present Performance of Printer in Sagar .
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RESEARCH METHODOLOGY
According to Green and Tall A research design is the specification of the
methods and procedures for acquiring the information needed. It is the overall
operational pattern or framework of the project that stipulates which information
is to be collected, from where it is to be collected and by what procedures
This research process based on primary data analysis and secondary data
analysis will be clearly defined to meet the objectives of the study.
I chose the primary sources to get the data. A questionnaire was designed
in accordance with our mentor in Ketchup. I chose a sample of about 30
corporate customers
I collected some data from the secondary sources like published Company
documents, internet etc.
Research Design
A research design is the arrangement of conditions for collections and analysis
of data in a manner that aims to combine relevance to the research purpose with
economy in procedures. It is a descriptive cross sectional design .It is the
conceptual structure with in which research is conducted; it constitutes the
blueprint for the collection, measurement and analysis of data.
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It is needed because it facilitates the smooth sailing of the various research
operations, thereby making research as efficient as possible yielding maximal
information with minimal expenditure of effort, time and money.
In the preliminary stage, my research stage constituted of exploratory study by
which it is clear that the existence of the problem is obvious .So, I can directly
head for the conclusive research.
Sampling Plan
Sampling plan is a distinct phase of research process. In this stage I have to
determine who is to be sampled, how large should be the needed sample and
how sampling unit is to be selected.
Population
In my research, I have defined my population as a complete set of customers of
Sagar City.
Sample Survey
As compared to census study, a sample study has been conducted by us because
of:
Wide range of population, it was impossible to cover the whole population
Time and money constraints.
Sample Unit
In this survey I took the list of customers from the dealers of Ketchup
Sampling Technique
Sampling technique implies the method of choosing the sample items, the two
methods of selecting sample are:
Probability method.
Non-probability method.
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Probability method is those in which every item of the universe has an equal
chance of the inclusion in the sample. Non-probability methods are those that
do not provide every item in the universe with known cause of being included in
the sample. The selection process is partially subjective.
For my study, I employed the Non-probability sampling technique, in which I
got the data of the customers from the dealer of Ketchup.
Instrument of collection of data
I have used one set of questionnaire to collect data from the customers. This
questionnaire is structured and highly ordered. This includes both close ended
and open ended questions. The close ended questions included both dichotomous
and multiple choice questions.
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MARKET ANALYSIS
Bar charts & Pie charts are used to analyze the data and to arrive at conclusions.
PRODUCTS VS. PRICE
HP Officejet 4500 All-in-One Printer - G510h (CB868A) (Grey)
8,9996,580
HP Officejet 4500 Desktop All-in-One Printer - G510b (CM754A)...
7,4995,575
Epson Stylus - T13 Printer (Black)
2,9952,290
http://www.infibeam.com/Printer_Scanner/i-HP-Officejet-All-In-One/P-CA-PS-HP-914H852-CB868A.html?id=Greyhttp://www.infibeam.com/Printer_Scanner/i-HP-Officejet-All-In-One/P-CA-PS-HP-914H852-CB868A.html?id=Greyhttp://www.infibeam.com/Printer_Scanner/i-HP-Officejet-4500-Desktop-Printer/P-CA-PS-HP-914H851-CM754A.html?id=Blackhttp://www.infibeam.com/Printer_Scanner/i-HP-Officejet-4500-Desktop-Printer/P-CA-PS-HP-914H851-CM754A.html?id=Blackhttp://www.infibeam.com/Printer_Scanner/i-Epson-Stylus-T13-Inkjet-Printer/P-CA-PS-Epson-Stylus-T13-Printer.html?id=Blackhttp://www.infibeam.com/Printer_Scanner/i-Epson-Stylus-T13-Inkjet-Printer/P-CA-PS-Epson-Stylus-T13-Printer.html?id=Blackhttp://www.infibeam.com/Printer_Scanner/i-HP-Officejet-All-In-One/P-CA-PS-HP-914H852-CB868A.html?id=Greyhttp://www.infibeam.com/Printer_Scanner/i-HP-Officejet-All-In-One/P-CA-PS-HP-914H852-CB868A.html?id=Greyhttp://www.infibeam.com/Printer_Scanner/i-HP-Officejet-4500-Desktop-Printer/P-CA-PS-HP-914H851-CM754A.html?id=Blackhttp://www.infibeam.com/Printer_Scanner/i-HP-Officejet-4500-Desktop-Printer/P-CA-PS-HP-914H851-CM754A.html?id=Blackhttp://www.infibeam.com/Printer_Scanner/i-Epson-Stylus-T13-Inkjet-Printer/P-CA-PS-Epson-Stylus-T13-Printer.html?id=Blackhttp://www.infibeam.com/Printer_Scanner/i-Epson-Stylus-T13-Inkjet-Printer/P-CA-PS-Epson-Stylus-T13-Printer.html?id=Black7/29/2019 MARKET SEGMENTATION STRATIGIES OF PRINTER- RISHI SEN.doc
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Samsung ML-1676 Laser Printer (Black)
5,4995,290
Samsung Printer SCX-3206W (Black)11,99911,115
HP Deskjet 1000 Printer - J110a (CH340D) (Grey)
2,3202,211
HP Officejet J3608 All-in-One Printer (CB070A) (White)
6,9995,550
HP Cp-1525N Laserjet Printer (White)
19,61018,939
http://www.infibeam.com/Printer_Scanner/i-Samsung-Laser-Printer-ML/P-CA-PS-Samsung-ML-1676.html?id=Blackhttp://www.infibeam.com/Printer_Scanner/i-Samsung-Laser-Printer-ML/P-CA-PS-Samsung-ML-1676.html?id=Blackhttp://www.infibeam.com/Printer_Scanner/i-Samsung-Laser-Multifunction-Printer/P-CA-PS-Samsung-SCX-3206W.html?id=Blackhttp://www.infibeam.com/Printer_Scanner/i-Samsung-Laser-Multifunction-Printer/P-CA-PS-Samsung-SCX-3206W.html?id=Blackhttp://www.infibeam.com/Printer_Scanner/i-HP-Deskjet-1000-Printer-J110a/P-CA-PS-HP-914U897-CH340D.html?id=Greyhttp://www.infibeam.com/Printer_Scanner/i-HP-Deskjet-1000-Printer-J110a/P-CA-PS-HP-914U897-CH340D.html?id=Greyhttp://www.infibeam.com/Printer_Scanner/i-HP-Officejet-All-In-OnePrinter/P-CA-PS-HP-OfficejetJ3608-CB070A.html?id=Whitehttp://www.infibeam.com/Printer_Scanner/i-HP-Officejet-All-In-OnePrinter/P-CA-PS-HP-OfficejetJ3608-CB070A.html?id=Whitehttp://www.infibeam.com/Printer_Scanner/i-HP-Cp1525N-Laserjet-Computer-Printer/P-CA-PS-HP-CE874A.html?id=Whitehttp://www.infibeam.com/Printer_Scanner/i-HP-Cp1525N-Laserjet-Computer-Printer/P-CA-PS-HP-CE874A.html?id=Whitehttp://www.infibeam.com/Printer_Scanner/i-Samsung-Laser-Printer-ML/P-CA-PS-Samsung-ML-1676.html?id=Blackhttp://www.infibeam.com/Printer_Scanner/i-Samsung-Laser-Printer-ML/P-CA-PS-Samsung-ML-1676.html?id=Blackhttp://www.infibeam.com/Printer_Scanner/i-Samsung-Laser-Multifunction-Printer/P-CA-PS-Samsung-SCX-3206W.html?id=Blackhttp://www.infibeam.com/Printer_Scanner/i-Samsung-Laser-Multifunction-Printer/P-CA-PS-Samsung-SCX-3206W.html?id=Blackhttp://www.infibeam.com/Printer_Scanner/i-HP-Deskjet-1000-Printer-J110a/P-CA-PS-HP-914U897-CH340D.html?id=Greyhttp://www.infibeam.com/Printer_Scanner/i-HP-Deskjet-1000-Printer-J110a/P-CA-PS-HP-914U897-CH340D.html?id=Greyhttp://www.infibeam.com/Printer_Scanner/i-HP-Officejet-All-In-OnePrinter/P-CA-PS-HP-OfficejetJ3608-CB070A.html?id=Whitehttp://www.infibeam.com/Printer_Scanner/i-HP-Officejet-All-In-OnePrinter/P-CA-PS-HP-OfficejetJ3608-CB070A.html?id=Whitehttp://www.infibeam.com/Printer_Scanner/i-HP-Cp1525N-Laserjet-Computer-Printer/P-CA-PS-HP-CE874A.html?id=Whitehttp://www.infibeam.com/Printer_Scanner/i-HP-Cp1525N-Laserjet-Computer-Printer/P-CA-PS-HP-CE874A.html?id=White7/29/2019 MARKET SEGMENTATION STRATIGIES OF PRINTER- RISHI SEN.doc
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HP Color Laser Printer - CM175NW (Black)
45,60039,999
HP Multifunction Printer - 1213NF (Black)16,99915,029
HP Multifunction Laserjet Printer - M1136 (Black)
11,1299,876
HP Deskjet Ink Advantage All-in-One Printer K209 (Black)
8,8997,100
HP Deskjet 1050 All-in-One Printer series - J410 (CH346D)...
4,1993,649
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HP Laser Printer - P1108 (Black)
6,4995,749
Epson LQ-2190 dot matrix printer (Grey)39,00037,299
Epson LX-300+ II 9-pin narrow carriage impact printer (White)
9,1007,700
HP Laserjet Pro P1566 Printer (White)
9,5998,890
Panasonic Compact 3-in-1 Multi-function Printer (Grey)
8,9998,320
http://www.infibeam.com/Printer_Scanner/i-Hp-Laser-Printer-1108/P-CA-PS-HP-P1108.html?id=Blackhttp://www.infibeam.com/Printer_Scanner/i-Hp-Laser-Printer-1108/P-CA-PS-HP-P1108.html?id=Blackhttp://www.infibeam.com/Printer_Scanner/i-Epson-LQ2190-Dot-Matrix-Printer/P-CA-PS-Epson-LQ-2190.html?id=Greyhttp://www.infibeam.com/Printer_Scanner/i-Epson-LQ2190-Dot-Matrix-Printer/P-CA-PS-Epson-LQ-2190.html?id=Greyhttp://www.infibeam.com/Printer_Scanner/i-Dot-Matrix-Printer-Espon/P-CA-PS-Epson-LX-300-II.html?id=Whitehttp://www.infibeam.com/Printer_Scanner/i-Dot-Matrix-Printer-Espon/P-CA-PS-Epson-LX-300-II.html?id=Whitehttp://www.infibeam.com/Printer_Scanner/i-HP-Laserjet-Pro-P1566-Printer/P-CA-PS-HP-CE663A.html?id=Whitehttp://www.infibeam.com/Printer_Scanner/i-HP-Laserjet-Pro-P1566-Printer/P-CA-PS-HP-CE663A.html?id=Whitehttp://www.infibeam.com/Printer_Scanner/i-Panasonic-Compact-3in1-Multifunction-Printer/P-CA-PS-Panasonic-KX-MB1500.html?id=Greyhttp://www.infibeam.com/Printer_Scanner/i-Panasonic-Compact-3in1-Multifunction-Printer/P-CA-PS-Panasonic-KX-MB1500.html?id=Greyhttp://www.infibeam.com/Printer_Scanner/i-Hp-Laser-Printer-1108/P-CA-PS-HP-P1108.html?id=Blackhttp://www.infibeam.com/Printer_Scanner/i-Hp-Laser-Printer-1108/P-CA-PS-HP-P1108.html?id=Blackhttp://www.infibeam.com/Printer_Scanner/i-Epson-LQ2190-Dot-Matrix-Printer/P-CA-PS-Epson-LQ-2190.html?id=Greyhttp://www.infibeam.com/Printer_Scanner/i-Epson-LQ2190-Dot-Matrix-Printer/P-CA-PS-Epson-LQ-2190.html?id=Greyhttp://www.infibeam.com/Printer_Scanner/i-Dot-Matrix-Printer-Espon/P-CA-PS-Epson-LX-300-II.html?id=Whitehttp://www.infibeam.com/Printer_Scanner/i-Dot-Matrix-Printer-Espon/P-CA-PS-Epson-LX-300-II.html?id=Whitehttp://www.infibeam.com/Printer_Scanner/i-HP-Laserjet-Pro-P1566-Printer/P-CA-PS-HP-CE663A.html?id=Whitehttp://www.infibeam.com/Printer_Scanner/i-HP-Laserjet-Pro-P1566-Printer/P-CA-PS-HP-CE663A.html?id=Whitehttp://www.infibeam.com/Printer_Scanner/i-Panasonic-Compact-3in1-Multifunction-Printer/P-CA-PS-Panasonic-KX-MB1500.html?id=Greyhttp://www.infibeam.com/Printer_Scanner/i-Panasonic-Compact-3in1-Multifunction-Printer/P-CA-PS-Panasonic-KX-MB1500.html?id=Grey7/29/2019 MARKET SEGMENTATION STRATIGIES OF PRINTER- RISHI SEN.doc
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CONSUMER BEHAVIOURS
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COMPANY PROFILECANON PRINTERHISTORY OF CANON
A modest beginning in a small
room
In 1933, a small laboratorydedicated to making high-quality
cameras was set up in a
simpleapartment room in theRoping area of Tokyo.
At the time, all high-quality cameras were European with the majority coming fromGermany.
It was in this small room that young people with a big dream earnestly began their
work onproducing a high-quality Japanese camera, marking the beginning of Canon.
Through hard work and with an enterprising spirit, they eventually succeeded in
building aprototype, which was named Kwanon after the Buddhist goddess of mercy.
The following year, in 1935, Japan's first-ever 35 mm focal-plane-shutter camera, the
Hanza Canon,was born, along with the origin of the Canon brand.
Striving for the world's best camera
In 1950, Canon's first president, Takeshi Mitarai, went to America for the first time toattend an internationaltrade fair.
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Having seen modern factories and a high standard of living first hand, upon his return,he built a fireproof factory of steel-reinforced concrete in the Shimomaruko area of
Tokyo, which he saw as essential for Canonto succeed in doing business with the
world at large.
Mitarai also made clear his respect for humanity by stressing the importance of the
Sanji, or "three selfs"spirit, the guiding principle for Canon employees.
In 1955, Canon made its first step into the global market with the opening of a U.S.
office in New York City.
In 1957, Canon set up its sole European distributor, Canon Europe, in Geneva,
Switzerland.
By 1967 exports already topped 50% of the company's total sales.
The challenge of diversification
Soon after its founding, Canon was hard at work in 1941 on diversifying itself with the
introductionof Japan's first indirect X-ray camera and other products
In the 1960s, the company took further steps toward diversification by addingelectrical, physical andchemical technologies to its optical and precision technologies.
In 1964, Canon entered the office equipment market with the debut of the world's first10-keyelectronic calculator.
In 1967, the management slogan "cameras in the right hand, business machines in theleft" wasunveiled and in 1969 the company changed its name from Canon Camera Co.,
Inc. to Canon Inc.
Canon took on the challenge of developing Japan's first plain paper copying machine,
which itintroduced in 1970, and realized further diversification from one challenging
field to the next.
Averting disaster with the Premier Company Plan
By 1970, Canon grew to 44.8 billion yen in sales and more than 5,000 employees.
But hit by dollar and oil shocks, followed by problems with a defective electronic
calculator displaycomponent in 1974, Canon fell on hard times, and in the first half of
1975 failed to pay a dividendfor the first time since becoming a public company.
In 1976, Canon unveiled its Premier Company Plan, an ambitious strategy to transform
Canon intoan "excellent global company" through such means as introducing a vertical
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business groupconstitution and establishing a horizontal development, production and
sales system.
The plan proposed high ideals and pooled the strength of its employees, enabling the
company topromptly recover.
Canon's second inauguration
Canon continued to grow under the Premier Company Plan. With the dawn of the
personal computerage
Canon introduced to the world a series of products never before seen, among them a
personalcopying machine based on all-in-one cartridge system a laser printer with
semiconductor laser, and aBubble Jet inkjet printer.
Canon also began promoting global production in earnest on the road to becoming an
excellentglobal company.
Then, in 1988, the 51st anniversary of the company's founding, Canon announced its
secondinauguration and unveiled its corporate philosophy of kyosei, anunfamiliar term at the time.
It also began promoting such progressive and environmentally sound activities as toner
cartridgerecycling in addition to globalizing its development
HPBill Hewlett and Dave Packard founded
HP in 1939. Their first product was an
audiooscillator and one of their first customers
Walt Disney. Disney used the oscillator totest
audio equipment in the 12 specially equipped
theaters showing Fantasia in 1940.HP entered
the computer market with the HP 2116A in
1966. It was designed to control HPs large product line of test and measurement
equipment. By 1969, HP was marketing a timesharing computer system and
continued to issue new products,including their HP-35 hand-held calculator and
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several computers in the 1970s.By the end of the 1980s they had a full range of
computing equipment from largescientific machines to personal computers and
peripherals. In 2002, HP acquiredCompaq (and thus the merged remains of DEC,
Tandem, and a few other firms).
Product and Organizational structure
HP has successful lines of printers, scanners, digital cameras, calculators,
PDAs,servers, workstation computers, and computers for home and small
business use;many of the computers came from the 2002 merger
withCompaq.HP today promotesitself as supplying not just hardware and
software, but also a full range of services todesign, implement, and support IT
infrastructure.HP's Imaging and Printing Group (IPG) is "the leading imaging
and printing systemsprovider in the world for printer hardware, printing supplies
and scanning devices,providing solutions across customer segments from
individual consumers to small andmedium businesses to large enterprises.HP's
Personal Systems Group (PSG) claims to be "one of the leading vendors
of personal computers ("PCs") in the world based on unit volume shipped and
annualrevenue."
PSG includes business PCs and accessories, consumer PCs andaccessories,
(e.g.,HP Pavilion,CompaqPresario,Voodoo PC), handheld computing(e.g., iPAQ
Pocket PC), and digital "connected" entertainment (e.g., HP MediaSmartTVs,
HP MediaSmart Servers, HP MediaVaults, DVD+RW drives). HP resold
theApple iPod until November 2005
http://en.wikipedia.org/wiki/Compaqhttp://en.wikipedia.org/wiki/Hewlett-Packard#cite_note-05-00-41http://en.wikipedia.org/wiki/Hewlett-Packard#cite_note-05-00-41http://en.wikipedia.org/wiki/HP_Pavilion_(computer)http://en.wikipedia.org/wiki/HP_Pavilion_(computer)http://en.wikipedia.org/wiki/Compaqhttp://en.wikipedia.org/wiki/VoodooPChttp://en.wikipedia.org/wiki/Compaqhttp://en.wikipedia.org/wiki/Hewlett-Packard#cite_note-05-00-41http://en.wikipedia.org/wiki/Hewlett-Packard#cite_note-05-00-41http://en.wikipedia.org/wiki/HP_Pavilion_(computer)http://en.wikipedia.org/wiki/Compaqhttp://en.wikipedia.org/wiki/VoodooPC7/29/2019 MARKET SEGMENTATION STRATIGIES OF PRINTER- RISHI SEN.doc
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MARKETING STRATEGIES
Marketing is an organizational function and a set of process for creating,
communicating and delivering value to customers and for managing
customer relationship in a way that benefits the organization and its
stakeholders. It is a social process wherein individuals and groups obtain
what they need and want through creating, offering and exchanging goods and
values with others. But customers do not consume whatever the industryproduce, hence the producer must find the needs and preferences of the customer
and then satisfy their needs. A producer can deliver better service to its
customers by striking a proper balance by using the concept of service marketing
mix.
The service marketing mix comprises off the 7ps. These include:
Product
Price
Place
Promotion
People
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Process
Physical evidence
Product
A tangible object or an intangible service that is mass produced or manufactured
on a large scale for the purpose of sale. A producer should provide better product
quality, design, features, packing and service to its customers in order to have a
niche in the market.
Price
The price is the amount a customer pays for the product. It is determined by a
number of factors including market share, competition, material costs, product
identity and the customers perceived value of the product. The business may
increase or decrease the price of product if other stores have the same product.
Place
Place represents the location where a product can be purchased. It is often
referred to as the distribution channel.It can include any physical store as well as
virtual stores on the Internet.
Promotion
Promotion represents all the communications that a marketer may use in order
to promote a product. Promotion has four distinct elements viz. advertising ,
public relations, word of mouth andpoint of sale.
Advertising covers any communication that is paid for, from television
commercials, radio, Internet adverts, through print media and billboards. One of
the most notable means of promotion today is the Public relations where the
communication is not directly paid for and includes press releases, sponsorship
deals, exhibitions, conferences, seminars or trade fairs and events. Word of
mouth is an apparently informal communication about the product by ordinary
http://en.wikipedia.org/wiki/Promotionhttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/wiki/Word_of_mouthhttp://en.wikipedia.org/wiki/Point_of_salehttp://en.wikipedia.org/wiki/Promotionhttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/wiki/Word_of_mouthhttp://en.wikipedia.org/wiki/Point_of_sale7/29/2019 MARKET SEGMENTATION STRATIGIES OF PRINTER- RISHI SEN.doc
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individuals, satisfied customers or people specifically engaged to create word of
mouth momentum. Sales staff often plays an important role in word of mouth
and point of sale.
People
Recruiting the right staff and training them appropriately in the delivery of their
service is essential if the organization wants to obtain a form of competitive
advantage. Consumers make judgments and deliver perceptions of the service
based on the employees they interact with. Staff should have the appropriate
interpersonal skills, aptititude, and service knowledge to provide the service that
consumers are paying for.
Process
Refers to the systems used to assist the customers in delivering the service and
the time spent for the delivery of the product and it is a procedure, mechanism
and flow of activities which lead to an exchange of value.
Physical Evidence
Physical Evidence is the element of the service marketing mix which allows the
consumer to make judgments on the organization based on the service received.
Physical evidence is an essential ingredient of the service mix, consumers will
make perceptions based on their sight of the service provided which will have a
direct impact on the organizations perceptual plan of the service. To a certain
extent managing services are more complicated than managing products,
products can be standardized, and to standardize a service is far more difficult.
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ABOUT COMPETITORS
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DATA ANALYSIS AND INTERPRETATION
1. Which brand does the consumer prefer? Grade according to thepreference?
1. HP [Printer ]
2. Xerox
3. Dell
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Interpretation:
The survey reveals the customer prefer Printer brand rather the other
two brands. The preference for HP goes upto 52%. Xerox hold the
second position by receiving 28% and Dell holds the third position by
receiving the share of 20%.
2. When does the company comes out with offers/ Discounts?
1. Ageing stock liquidation
2. Leverage their sales3. Downfall of sales
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Interpretation:
Company comes out with offers and discounts for several beneficial
reasons for both customers and the company itself. two important
reasons for which company introduces offers and discounts is Ageingstock liquidation and Leverage sales which is upto 40%
simultaneously whereas, the third reason is downfall of sales which is
upto 20% only.
3. Rate the quality of service provided by different companies?
1. HP (Printer )
2. Xerox
3. Samsung
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Interpretation:
Hp provides the best service on its customers words. The quality of
service provided by HP is 60% in comparison with the other two
brands. Xerox holds upto 25% and Samsung holds upto just 15% of
share in total.
4. Under what circumstances the company does increases or
decreases the price?
1. Dollar appreciation/Deprecation
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2. Customers protection
3. Leverage sales
Interpretation:
The price fluctuation in a company occurs due to many circumstances.
Increase in price of a companys product is due to dollar appreciationand vice versa. Dollar app/dip is the most important circumstances in
fluctuation of price and takes upto 65%. Price also increase to leverage
the sales of company which is upto 25%.whereas, price are mainly
decrease with a sole intension of customers protection which goes to
10% .
5. What are the high quality services provided by the company?
1. Comprehensive warranty ( Labour , Parts , Onsite)
2. Translating Principles into practice
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3. Operational excellency
Interpretation:
The company provides high quality services on its customers demand.
The best service provided by company is comprehensive warranty
(Labour,Parts,Onsite) which is in demand upto 60% among customers,
30%is translating principles into practice while only 10% of quality
service is in operational excellence .
6. What are the product support service divisions?
1. Laptops
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2. Printers
3. Plotters
Interpretation:
It is due to product support service divisions that companys have
explosive world wide growth is sales. 45% of PSSD goes to laptops
and 40%of it goes to printers due to its realization that challenge is not
gaining new customers, but keeping old ones. Whereas, plotters
contribute upto 15% of PSSD only.
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7. What are the offers offered by the company to maintain
customers loyalty?
1. Gift on Purchases
2. E- support packs
3. MVC (Most valuable customers)
Interpretation: 40% of companys would give up with gifts and
hampers on purchase by customers to maintain customers locality.
35%contributes to E-support pack to assist customers in functioning of
products smoothly whereas, only 25%of share goes to MVC, where
MV customers would be protected by price hike and other issues
dealing in customer loyalty.
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8. What are the segments do HP caters and fulfill customers
needs?
1. Large Format Printing Solutions
2. Home & Office Printing Solutions
Interpretation:
HP caters and fulfill customers needs on two main segments. The first
one is Large Format Printing Solutions which takes 68% of share
whereas, customer need for Home and Office Printing Solutions takes
the share upto 32%
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9. What is the Technical support line & How doses it benefit
customers?
1. Online Service Solution
2. Onsite Service Solution
3. On carry Service Solution
Interpretation:
Technical support line is to provide quality, accuracy and consistency
and response to caller/customers. online service solutions assist
customers upto 10%, on carry service solutions provide upto 55% of
customer benefits whereas, on site service solution provides 35% on
needed benefit to customers.
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10. According To you does the brand HP (Printer ) influence you?
1. Agree
2. Disagree
Interpretation:Hp largely influence me and takes the share upto 82% of agree while, only 18%
of disagree is to be noticed.
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LIMITATION
Every effort and care has been taken to overcome the limitations and to make the
study useful.
Following are the limitation listed below:
1. Human behavior is too complex to determine. So the information
disclosed by them may not be very accurate.
2. The study does not include much of financial aspects of Printer as it
would lead to higher volume of study.
3. The size of sample survey was 20 customers.
4. It might be possible that the answers given by the respondents are full of
biasness.
5. The sales and service coordinator of the company could not give much of
his time and refuse to provide sufficient data.
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Findings
Customers first choice is Printer which they consider as the best
of the products to be chosen among the choices. Therefore, the
performance goes upto 52% which is more then half than the
other options mentioned. Xerox and Dell are the followers by
28% & 20% respectively.
The company comes out with various offers and discounts on its
entire range of products. The company has its own reasons and
motives to introduce offers and discounts on its products.
Leverage of sales ad ageing stock liquidation are the two main
reason of the company to come up with offers and discounts
which takes equal share of 40% each. Downfall of sales when the
company faces ti dooms period is also the reason to come out
with offer and discount. Such offers and discounts are of 20%.
Service is among one of the reasons, holds up the customers of
the company. HP provides the best service to its customers.
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Therefore, it takes up 60% of share in comparison with the other
two brands, i.e. Xerox 25% and Samsung 15%.
The company has to face many unforeseen circumstances forwhich, price variation/fluctuations is common thing to be
noticed. 65% of price fluctuations is due to Dollar appreciation
or deprecations. Decreasing price is an important strategy to be
noticed by a company to increase or leverage its sales
The company has to provide its customers high quality service inorder to retain its goodwill and to hold up customers.
Comprehensive warranty on labour/parts/onsite is of 60% which
the company provides. Translating principles into practice30%
and operational excellence 10% are in succession
Every product has its support service division HP has its own set
of product support service division. It has laptops which is upto
45% of total share, Printers also goes upto 40%,whereas, plotters
mark upto 15% only. On a whole product support service
division completes the total range of a company.
Customer loyalty is very important, for a company to run
successfully to maintain customers loyalty, the company has to
introduce various offers like rewards/Gifts on purchase E
-coupons which are upto 40%.
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When there is need from a customer, it is then that a company
comes into existence. HP fulfills the needs of printing as
demanded by customers. It assists the customers in large
formatting printing solutions by 68%, whereas home and office
printing solutions is upto 32% only.
Once the company sells its product to customers they need
technical support line which is beneficial for customers in usage
of the products on carry service solution is beneficial to
customers upto 55%, whereas online service solutions has a
minimum share of only 10% to the customers.
HP totally influences customers and they agre to it by 80%. Hp
serves its customers on domestic, interstate and international
sectors and on the other way it exceeds the expectations of every
client by offering outstanding customers service and improving
operational efficiency. It has the best integrity and code of
conduct giving rise to trust based relationship .whereas, only
18% customers disagree with the product.
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Conclusion
Printer The worlds largest company which operates nearly in every
country. A company with a very high growth potential in market. Hp is the
sixth largest software company in the world by taking a near 3.9% market
share lead in comparison with Dell.
The study aimed at finding out the market shares of HP plotters, imaging
products and several other computing devices for personal and professional
use. It was found that mostly organization prefer the Hp plotters and
printers because the service, facilities of MFD (Multi functioning device),
power saving and finest quality. Thus because of its optimized system
functionality and improved operational efficiency HP stands at No.1
position.
The project analysis of sales & service of Mass Enterprises shows a very
clear picture that they are reaching upto expertistation in sales & service of
HP products. The analysis also shows that Mass Enterprises is providing
continual functioning & technical support to its customers.
So, if Mass Enterprises wants to show their strong preference in Sagar
through HP they should have better creditability system, more better
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service, best financial transaction, high margin growth. These are some
major factors which will help Mass Enterprise in making leader of Hp
dealership in Sagar .
QUESTIONNAIRE
1. Which brand does the consumer prefer? Grade according to the preference?1. HP [Printer ] 2. Xerox
2. Dell
2. When does the company comes out with offers/ Discounts?
1. Ageing stock liquidation 2. Leverage their sales
3. Downfall of sales
3. Rate the quality of service provided by different companies?
1. HP (Printer ) 2. Xerox
3. Samsung
3. Under what circumstances the company does increases or decreases the
price?
1. Dollar appreciation/Deprecation 2. Customers protection
2. Leverage sales
5. What are the high quality services provided by the company?
1. Comprehensive warranty ( Labour , Parts , Onsite)
2. Translating Principles into practice
3. Operational excellency
6. What are the product support service divisions?
1. Laptops 2. Printers
3. Plotters
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7. What are the offers offered by the company to maintain customers loyalty?
1. Gift on Purchases 2. E- support packs
3. MVC (Most valuable customers)8. What are the segments do HP caters and fulfill customers needs?
1. Large Format Printing Solutions
2. Home & Office Printing Solutions9. What is the Technical support line & How doses it benefit customers?
1. Online Service Solution 2. Onsite Service Solution
3. On carry Service Solution10. According To you does the brand HP (Printer ) influence you?
3. Agree
4. Disagree
Place Signature
Date
BIBLIOGRAHY
http://www.Printerindia.com
http://www.nestle.com
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http://www.Printer.co.nz/carnival/index.htm
http://www.packaging-technology.com//Printer4.html
http://www.chocolatereview.co.uk
http://en.wikipedia.org/wiki/preference
http://www.cadburyindia.com/http://www.nestle.com/http://www.aphrodite-chocolates.co.uk/history_chocolate.htmhttp://www.google.com/http://www.cadbury.co.nz/carnival/index.htmhttp://www.packaging/http://www.chocolatereview.co.uk/http://en.wikipedia.org/wiki/preferencehttp://www.cadburyindia.com/http://www.nestle.com/http://www.aphrodite-chocolates.co.uk/history_chocolate.htmhttp://www.google.com/http://www.cadbury.co.nz/carnival/index.htmhttp://www.packaging/http://www.chocolatereview.co.uk/http://en.wikipedia.org/wiki/preference7/29/2019 MARKET SEGMENTATION STRATIGIES OF PRINTER- RISHI SEN.doc
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