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ACKNOWLEDGEMENT
First of all I would like to express my sincere thanks to SAHARA COMPUTERS
AND ELECTRONICS Ltd. . for having given me an opportunity to work with them.
I owe my most sincere gratitude and thanks to Mr. Ashwin Kumar Business
Development Managerfor his valuable guidance, constructive suggestions and healthy
criticism throughout my project training which enabled me to complete this project in time.
It was a great learning experience under his guidance.
I am also grateful to Birla Institute Of Technology specially the MBA coordinator
Mrs. Asha Prasadfor her precious suggestions and useful cooperation
I am also grateful to Birla Institute Of Technology specially the placement
coordinatorDr. Kanhaiya Singh for his precious suggestions and useful cooperation for
my training.
May this endeavor be of some help for the others to come.
Udveg Singh
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CONTENTS
1. Introduction 3
2. Schedule 4
3. Introduction To Sahara Computers And Electronics Ltd. 6
4. Methodology Used 11
5. About Industrial Marketing 26
6. Implementation Planning For Government Business 28
7. Requirements 31
8. Product Details 32
9. References 39
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1 INTRODUCTION
Objective
The core objective was to learn from the experiences gained during the product launch of
Sahara computers and peripherals.
Secondary objective included to learn skills of corporate dealings.
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2 SCHEDULE
Scope of the Project
Very little is known for sure about what makes a good product launch. But the
body of knowledge is growing.
Considering the amount of time and resources companies spend on new product
development and the short purchase cycles of many products, new products have a
surprisingly small window of opportunity in which their fates are sealed. In many cases,
they have only six months to prove themselves in the marketplace.
Sometimes, even well-conceived, innovative products meet with failure in the
marketplace. Companies can end up pulling the plug on a perfectly good product
because the launch strategy and execution failed to score high marks on the complex
matrix of marketing factors that spell launch success.
Marketing experts estimate that two-thirds of all new products fail within two years. Many
factors contribute to this high failure rate, including the creation of products which simply
do not match consumer needs or unforeseen competitive countermoves.
Each year, millions of dollars are wasted when products enter the market ill prepared to
meet customer expectations and requirements. Insufficient customer feedback and lack
of customer involvement during the development process are the key reasons for
unsuccessful launches.
Customer-oriented development organizations have long championed the principle of
active collaboration with target users during the development process. But even the mostardent promoters of bringing customers and partners into the product development
process confront challenges when attempting to migrate the concept into practice. Early
access programs, alpha and beta programs, pilot programs, and field trials are examples
of customer feedback programs. These programs have both quantitative (e.g. find and fix
bugs, assess interoperability, evaluate performance, etc.) and qualitative goals (e.g.
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market readiness, user acceptance, feature set completeness). These programs are
logistically complex, and require a high degree of interaction with customers and your
development team. While product teams are in many cases well prepared to manage the
complexity of developing products, they are typically untrained, unequipped and
unprepared for simultaneously managing customer feedback. Successfully validating your
product with feedback from your target market will maximize market acceptance and
minimize post launch costs.
Key Benefits
First hand practical industry exposure.
Learnt negotiating skills required for corporate dealings and important key details
required to be taken care of during product launch.
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3 INTRODUCTION TO SAHARA COMPUTERS AND ELECTRONICS
LTD.
About the Company
Sahara India Pariwarsteps into the field of
Computers, with Sahara Computers & Electronics
Limited (SCEL) through a joint Venture with Sahara
Computers (Pty) Ltd., South Africa. It seeks tostrengthen the countrys existing portfolio of
technology products and reinforce Indias reputation
in cutting edge technology, Skilled Information
Communication Technology (ICT) personnel and
innovation
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VISION
To be a high quality, cutting edge technology driven brand, versatile to ever changing
business principles of the dynamic global market, whilst upholding our business mission
and policies by continually enhancing our world class standards and competencies to the
benefit of our customers.
MISSION STATEMENT
We devote ourselves to providing leading edge technologies, solutions and products ofthe best quality at an affordable price to the Indian market.
SCEL will attain its targets by supplying the Sahara PC brand to the market with the
same high quality, found in any multinational branded PCs, at an affordable white box PC
price to the Indian Market.
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JOINT VENTURE PARTNERSHIPS:
SCEL is a joint venture between South African IT major Sahara Computers (Pty) Ltd and
Sahara India Pariwar with Rs 1,000 crore investment.
AMD (NYSE: AMD) announced that Sahara Computers and Electronics Limited (SCEL)
will make industry-leading computing products available across India
"The combination of AMD's award-winning processors and Sahara's prominence as one
of the biggest household names in India will help bring the benefits of computing
technology to more of India's population," said Mr. Ajay Marathe, President, AMD India.
These solutions will include computing platforms based on AMD Athlon(tm) 64 and AMD
Sempron(tm) processors for desktop and mobile computing and AMD Opteron(tm)
processors for workstations and servers.
Detailing its channel initiatives, George Van Der Merwe, chief operating officer, SCEL,
said, "As per our assessment of the Indian IT market, unlike the West here IT business
relies on channel partners; here channels are essentially the backbone of IT distribution.
We are in the process of signing up distributor-partners at all major locations in the coun-
try, in addition to appointing dealers for upcountry markets. We would be adopting the re-
gional distribution mode instead of a single national distributor for better coverage. We
would be doing unit-based business with our regional distributors instead of utilizing them
as stocking agents, which steals their interest."
SCEL will also leverage Sahara India Pariwar's 1,700 branches to further its business
reach in the country.
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Range Of Products:
1. DESKTOP SOLUTIONS
2. MOBILE SOLUTIONS
3. DISPLAY SOLUTIONS
4. HUMAN INTERFACE SOLUTIONS
5. IMAGING SOLUTIONS
6. STORAGE SOLUTIONS
7. PORTABLE STORAGE SOLUTIONS
Sales Offices:
The IT channels are cynical about the logic of Sahara launching sub-Rs 10,000 desktop
PC without monitor. Clarifying channel partners' doubt on this issue, Merwe said, "We
want to do a crystal-clear business where everything will be above board. We are not hid-
ing any installation and delivery costs while selling our machines. Above all, we have ex-clusively mentioned in our advertisement campaigns that monitors are ex-amount as the
choice of monitor size is the customer s prerogative and we wanted to extend that free-
dom of choice to the consumers."
When asked about the kind of market share Sahara was looking at in its first year of India
operations, Merwe said, "It would be too early in the day to talk about the market share as
in the first year we would be focusing on educating the masses on how PC could facilitate
their work besides strengthening our channel base. We want to become part of the pie of
information technology business in India."
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The World Class Production Facility
For the main infrastructure/office set-up, SCEL is in the process of acquiring 150 acres of
land in/around NOIDA, Uttar Pradesh, India.
The main set-up/plant will have management set-up & facilities for Warehousing,
Logistics, Research & Development, Warranty / RMA, Residential Building & a Sports &
Recreation Centre. To start the primary activities SCEL is coming up with an initial set-up
at Hardwar, Uttranchal, India.
INITIAL PRODUCT OFFERING
Sahara Desktop Systems.
Sahara Notebook Systems.
Sahara Server Systems.
Sahara Peripherals
Regional Offices , Distribution Hubs (C & F ) & Service Centers
SCEL is working on appointing 25 Distribution Hubs ( C & F ) & services across
India with the intention to cover the all States.
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LAUNCH AD
Date of Release -04.06.2005
Agency - INC
Product Highlighted -Laptops & Servers
Publications used
1. TOI/ ET / NBT
2. HT/ Hindustan
3. Tribune
4. Punjab Kesari
5. Rajasthan Patrika6. Dainik Jagran
7. Dainik Bhaskar
8. Amar Ujala
Budget Spent-
Motive - Product Launch & Brand Building
INTRODUCTORY OFFER ADS
Date Of Release -07.06.2005
Agency - INC
Punch Line - Dare to compare
Product Highlighted -Desktop
Publications used -
1. TOI
2. HT
3. Amar Ujala-3
4. Dainik Jagaran-2
5. Dainik Bhaskar-2
6. Rajasthan Patrika
7. Tribune
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Motive - To achieve instant Sales
OFFER AD-2
Date Of Release : 17.06.2005/18.06.05
Release : Self
Punch Line : Best Range, Best Prices
Product Highlighted : Desktop
Publications Used :
1. HT
2. Dainik Bhaskar3. Dainik Jagran
4. Amar Ujala
5. Economic Times
6. Tribune
Motive - Recall-Follow up
Collaterals
Agency-INC
POP Material Developed:-
Item Size Quantity
1. Posters 17x22 2,000
2. Intel Desktop Leaflets A4 20,000
3. AMD Desktop Leaflets A4 20,000
4. AMD Server Leaflets A4 5,000
5. Intel Server Leaflets A4 5,000
6. Intel Notebook Leaflets A4 20,000
7. Stickers 4,000
8. Buntings 2,000
9. Umbrellas 8
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Other Promotional Material Developed by the agency:-
Visiting Cards, CPU Packaging, Mouse Pad, Letter Head, Monitor
Packaging(15 &17),Speaker Packaging,Glow Signs ( 5sizes), Hoarding ,Pennant,UPS Packaging.
POP SAMPLES
Laptop Intel Series
Server AMD Series
Server Intel Series Desktop AMD Series
Desktop Intel Series
Buntings
Penants
Glow Signs
Hoarding
Sales Promotion Activities
PR Strategy TBWA
1. Media Releases / Press Releases
2. Press Conference
3. News Items
Event Management Wings
Road Shows
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PR EVENTS CHRONOLOGY-TBWA
Activity Work Done Status
Induction DOI-11TH May ,with INC
12TH June-Meeting-INC
Details of the Media
Plan BriefedBackground
Material
Development
-Prepared the boiler plate
-Prepared the note on Sahara
Computers for the website
-Worked on the Vision of the
company
-Worked on the mission of the
company
-Collated all necessary
information from the net since there
was no background information
available
-Worked on a detailed media
list for SCEL
-Worked on a detailed
presentation on the media training-Worked for a complete photo-
shoot with all the key executives of
TBWA
-Worked on a document for the
photo-shoot as a ready reckoner for
all the SCEL Executives
-Being used
- Uploaded on the site
- Uploaded on the site
-Uploaded on the site.
- For Background
Information for Releases
- Sent/Done
- Schedule Awaited
-Photo Shoot Happened
-Already sent SCEL for
Management Approval
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Press
Conference
-Initially Scheduled for 21st
May,
Postponed to May- end
- Worked on Detailed Agenda &
Broad Outline for Launch PC.
- Prepared Outline for Georges
Presentation
-Prepared Detailed Checklist
for
PC(with Deadlines &
Accountabilities)
-Prepared Checklist for Hotel
For Launch
-Prepared 3 Samples as Draft
Invites
-Prepared List of FAQS-50
Nos for SCEL
- Prepared Press Release for
PC
-Sent
-Sent
-Sent
-Sent
-Sent
-Sent
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PR EVENTS CHRONOLOGY-TBWA
Activity Work Done Status
JUNE
Activities
- Prepared a plan for June
- Finalised the release and got an
approval on the release
dissemination on 07 June
- Translated it into Hindi & Tamil and
disseminated it all across
- Coverage Status sent daily
- Coordination on product reviews
- Interviews happened with Channel
Times, 360 & CRN
- Product Launch columns being
targeted
- Regular Job Status reports being
sent on Fridays- Detailed briefing documents sent for
all media interviews with suggested
questions
- Drafted answers for the CRN
interviews
- Pitching in to be part of the industry
stories gradually
-Sent Daily
- NDTV & PC
Quest have
happened
-Sent
-Sent
-First one has
happened with DNA
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Press Releases Press Releases
SAHARA COMPUTERS BRIDGING THE DIGITAL DIVIDE
Launches a wide portfolio of products
Desktop PCs start at Rs 9,999.00 only
New Delhi, 07 June 2005... With an aim to bridge the digital divide in India,
Sahara Computers and Electronics Limited (SCEL), a joint venture partnership between
the South African IT major, Sahara Computers (Pty) Ltd., and Sahara India Pariwar,
today announced the launch of a wide portfolio of IT products in the Indian market
including desktop PCs starting at Rs 9,999.00 only. The successful introduction of
Personal Computers at a price less than Rs 10,000 will make it within the reach of
virtually everyone and that, in turn, will poise the country for a digital revolution. Providing
cutting edge technology, SCEL showcased its entire range of Desktop PCs, Notebooks
and Servers also.
The launch is scheduled in two phases. The first phase would
concentrate on the northern region with the exception of Chattisgarh and Madhya
Pradesh. In the second phase, which will be around July period, the products will be
available across the country. SCEL will primarily focus on increasing the PC penetration
in India by bringing affordable solutions to the common man. In this way, SCELs plans
are directed at securing a leadership market share in the fast growing Indian Market.
Announcing the launch, the Chief Operating Officer, Mr. George Van
Der Merwe said, "Being leaders in the hardware IT segment, we wish to lead the
technological innovation in India by providing the discerning Indian consumer the latest
and most advanced products. What will be a delight for the Indian consumer, is our
unstinted after sales support. This will revolutionize the Indian hardware market and
sustain the excitement in the market in the years to come."
He further added, "Product quality will be at of the highest
international quality with all the worlds leading brands and will be easily accessible to
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every Indian house hold. SCELs strategy is to bridge the digital divide and make the best
technology available to everyone at affordable prices."
The SCEL Desktop PC is in the range of Rs.9999 to Rs. 50000. The
basic model of desktop PC is a complete multimedia PC with AMD Sempron Processor
2400+, 128 MB Ram, 40GB HDD, 52X CDROM, Linux, Multimedia Speakers, Fax
modem and a One year onsite warranty. What is even interesting is that the end
customer can make his PC as per his requirement with an additional cost of Colour
Monitor @ 3999/- (38.1cm 15), 4999/- (43.1cm 17) only! There is whole range of PCs
and laptops available with AMD and Intel based processors. The PCs are designed to
deliver high-end performance, multimedia technologies and proactive support to help
customers easily manage digital content and information. The SCEL notebooks will be in
the range of Rs. 28,000 to Rs 1.5 Lac.
The SCEL Servers will be available in broadly three versions value,
premium and professional series. For small businesses looking for reliable cost effective,
flexible solutions, with all management requirements the value series is ideal. It is
designed to assist in improving productivity. The premium series has solutions for
medium to large enterprises, offering high performance processing power and data
redundancy while the professional series is aimed at meeting the requirements of the
large enterprise and government organization. Reliable server solutions utilizing SCSI &
the latest RAID technology offers the consumer security of data.What will stand in good stead in the Indian market will be SCELs
commitment in terms of after sales support and warranty directly from the company unlike
most of the competition brands who are dependent on the dealer for any service and
warranty. As part of this commitment, SCEL has appointed more than 800 certified
engineers nationally who will be available for customer service on a national toll free no:
1600 180 SCEL (7235).
SCELs initial manufacturing plant, based in Noida, Uttar Pradesh,
will supply a broad range of information technology products that will include computers,
servers, laptops and peripherals through 25 distribution hubs covering all major states in
India. SCELs regional offices in Mumbai, New Delhi, Chennai, Kolkata, Bangalore,
Hyderabad & Lucknow will provide sales, marketing and a quality service management
centre to ensure that the brand is never compromised.
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About SCEL
Sahara Computers and Electronics Ltd. (SCEL) is a joint venture between Sahara India
Pariwar (SIP) and Sahara Computers (Pty) Limited, South Africa (SSA). It is setting up a
manufacturing unit of computers, laptops and peripherals, the largest of its kind in India.
This pools the expertise of the two leaders on a global scale, adding depth to India 's
current information and Communication Technology (ICT) offerings. It will also strengthen
the country's existing portfolio of products and reinforce the country's reputation for
cutting edge technology, skilled ICT personnel and innovation.
About Sahara Computers
Established in 1997 Sahara Computers, South Africa assembles and markets computers
and peripherals through a global distribution network that covers both established and
emerging markets. The company is based in Johannesburg, South Africa and is the
official distributor and Original Equipment Manufacturer (OEM) for a variety of top
international vendors. Some of the key partners include AMD, Microsoft, Intel, Creative,
Delta, Epson, MSI, Samsung & Symantec, etc.
An accredited member of the Proudly South African campaign, the Sahara business
network stretches across South Africa to include Cape Town, Durban & Port Elizabeth.
The company has established a strong presence globally, with offices in Nairobi &
Mombassa in Kenya, Botswana, Dubai and the U.K.
Headline : The desktop PCs launched by Sahara Computers and Electronics
begin from Rs 9,999 for greater PC penetration in the countryand launched notebooks and server too Publication
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DQ Channels.com Link
:http://www.dqchannels.com/content/search/showarticle.asp?arid=71258&way=search
Wednesday, June 08, 2005 : Sahara Computers and Electronics (SCEL), a joint
venture partnership between the South African IT major, Sahara Computers and Sahara
India Pariwar, launched a wide portfolio of IT products in the Indian market, including
desktops PCs starting at Rs 9,999. These PCs will make it more within the reach of
people. Providing cutting edge technology, SCEL showcased its entire range of Desktop
PCs, notebooks and servers. The launch is scheduled in two phases. The first phase
would concentrate on the north region with the exception of Chattisgarh and Madhya
Pradesh. In the second phase, which will be around July period, the products will be
available across the country. Announcing the launch, George Van Der Merwe, CEO, said,
"We wish to lead the technological innovation in India by providing the discerning Indian
consumer the latest and most advanced products. The basic model of desktop PC is a
complete multimedia PC with AMD Sempron Processor 2400+, 128 MB Ram, 40GB
HDD, 52X CDROM, Linux, multimedia speakers, Fax modem and a one year onsite
warranty. The end customer can make his PC as per his requirement with an additional
cost of color monitor. There is a whole range of PCs and laptops available with AMD and
Intel-based processors. The PCs are designed to deliver high-end performance,
multimedia technologies and proactive support to help customers easily manage digital
content and information. The SCEL notebooks will be in the range of Rs 28,000 to Rs 1.5
lakh. SCEL Servers will be available in broadly three versions - value, premium and
professional series. For small businesses looking for reliable cost effective, flexible
solutions, with all management requirements the value series is ideal. It is designed to
assist in improving productivity. SCEL's initial manufacturing plant, based in Noida, will
supply a broad range of information technology products that will include computers,
servers, laptops and peripherals through 25 distribution hubs covering all major states.
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DQC NEWS BUREAU -MUMBAI
Sahara Offers Sub-10K PC, Plus Notebooks & Servers
By ChannelTimes StaffNew Delhi, Jun 10, 2005
Sahara Computers and Electronics Limited (SCEL) today announced the launch of a wide
portfolio of IT products in the Indian market including desktops PCs starting at Rs 9,999.
SCEL, which is a joint venture partnership between the South African IT major Sahara
Computers (Pty) Ltd and Sahara India Pariwar, also showcased its entire range of
desktop PCs, notebooks and servers.
The launch is scheduled in two phases. The first phase would concentrate on the
northern region with the exception of Chhattisgarh and Madhya Pradesh. In the second
phase, which will be around July, the products will be available across the country. SCEL
will primarily focus on increasing the PC penetration in India by introducing affordable
solutions.
Announcing the launch, George Van Der Merwe, chief operating officer, SCEL, said,
"Being leaders in the hardware IT segment, we wish to lead the technological innovation
in India by providing the discerning Indian consumer the latest and most advanced
products. What will be a delight for the Indian consumer, is our unstinted after-sales
support. This will revolutionize the Indian hardware market and sustain the excitement in
the market in the years to come."
He further added, "Product quality will be at of the highest international quality with all the
world s leading brands and will be easily accessible to every Indian household. SCEL's
strategy is to bridge the digital divide and make the best technology available to everyone
at affordable prices."
The SCEL Desktop PC is in the range of from Rs 9,999 to Rs 50,000. The basic model of
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mailto:[email protected]?subject=In%20Respones%20to%20Sahara%20Offers%20Sub-10K%20PC,%20Plus%20Notebooks%20&%20Serversmailto:[email protected]?subject=In%20Respones%20to%20Sahara%20Offers%20Sub-10K%20PC,%20Plus%20Notebooks%20&%20Servers8/2/2019 Project Sahara
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desktop PC is a complete multimedia PC with AMD Sempron Processor 2400+, 128MB
Ram, 40GB HDD, 52X CDROM, Linux, multimedia speakers, fax modem and a one-year
onsite warranty.
The end customer can make his PC as per his requirement with an additional cost of
color monitor at Rs 3,999 (38.1cm 15), Rs 4,999 (43.1cm 17), the company said. A whole
range of PCs and laptops is available with AMD- and Intel-based processors. The PCs
are designed to deliver high-end performance, multimedia technologies and proactive
support to help customers easily manage digital content and information, the company
said.
The SCEL notebooks will be in the range of from Rs 28,000 to Rs 1.5 lakh.
The servers will be available in broadly three versions value, premium and professional
series. The value series is designed for small businesses looking for reliable cost-
effective, flexible solutions, with all management requirements. The premium series is
targeted at medium to large enterprises, while the professional series is aimed at meeting
the requirements of the large enterprise and government organizations.
SCEL will offer warranty directly. It has appointed more than 800 certified engineersnationally who will be available for customer service on a national toll-free no: 1600 180
SCEL (7235).
SCEL's initial manufacturing plant, based in Noida, Uttar Pradesh, will supply a broad
range of information technology products that will include computers, servers, laptops and
peripherals through 25 distribution hubs covering all major states in India. Its regional
offices in Mumbai, New Delhi, Chennai, Kolkata, Bangalore, Hyderabad and Lucknow will
provide sales, marketing and a quality service management center.
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Sahara Takes the Regional Distributor Route
ByAnjali Choudhary
New Delhi, June 17, 2005 Channel times After announcing the launch of Sahara brandproducts in the Indian market, Sahara Computers and Electronics Limited (SCEL) is now
in the process of putting its channel network in place. The vendor intends to adopt a two-
tier channel model with regional distributors and dealer partners. SCEL is a joint venture
between South African IT major Sahara Computers (Pty) Ltd and Sahara India Pariwar
with Rs 1,000 crore investment. Detailing its channel initiatives, George Van Der Merwe,
chief operating officer, SCEL, said, "As per our assessment of the Indian IT market, unlike
the West here IT business relies on channel partners; here channels are essentially the
backbone of IT distribution. We are in the process of signing up distributor-partners at all
major locations in the country, in addition to appointing dealers for upcountry markets. We
would be adopting the regional distribution mode instead of a single national distributor
for better coverage. We would be doing unit-based business with our regional distributors
instead of utilizing them as stocking agents, which steals their interest." SCEL will also
leverage Sahara India Pariwar's 1,700 branches to further its business reach in the
country. According to Merwe, the company has not put forward any criteria for channel
selection and is open to joining hands with partners who are not even in the IT business.
Merwe said, "We will tie up with partners who have strong vision for business, not
necessarily in the IT domain, as we require partners' support to excel in this highly
competitive market." SCEL has launched six desktop PC models, of which three are
AMD-based while the remaining three are Intel-based models available in the price range
of Rs 9,999 to Rs 50,000. Its notebook range has one AMD- and four Celeron-based
models, which come in the price bracket of Rs 28,000 for entry level to Rs 70,000-Rs
80,000 for high-end notebooks. Sahara s basic server model costs around Rs 35,000,which is suited for small business requirements, and its professional servers are priced at
Rs 2 lakh, designed for large enterprises and government organizations. The IT channels
are cynical about the logic of Sahara launching sub-Rs 10,000 desktop PC without
monitor. Clarifying channel partners' doubt on this issue, Merwe said, "We want to do a
crystal-clear business where everything will be above board. We are not hiding any
installation and delivery costs while selling our machines. Above all, we have exclusively
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mailto:[email protected]?subject=In%20Response%20to%20Story-%3Cb%3ESahara%20Takes%20the%20Regional%20Distributor%20Route%3C/b%3Emailto:[email protected]?subject=In%20Response%20to%20Story-%3Cb%3ESahara%20Takes%20the%20Regional%20Distributor%20Route%3C/b%3E8/2/2019 Project Sahara
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mentioned in our advertisement campaigns that monitors are ex-amount as the choice of
monitor size is the customer s prerogative and we wanted to extend that freedom of
choice to the consumers."
The Hindu-Website; Online Edition:Sahara Computerslaunches range of IT products
Saturday, Jun 11, 2005 CHENNAI: Sahara Computers and Electronics Limited (SCEL),
a joint venture between the South African IT major, Sahara Computers (Pty) Ltd., and
Sahara India Pariwar, has launched a wide portfolio of IT products in the Indian market,
including desktops PCs starting at Rs. 9,999 and going up to Rs. 50,000. The launch is
scheduled in two phases. The first phase would concentrate on the northern region with
the exception of Chhattisgarh and Madhya Pradesh. In the second phase, which will bearound July, the products will be available across the country. The SCEL notebooks will
be in the range of Rs. 28,000 to Rs. 1.50 lakh, says a release.
News-Items-Publications
1. Amar Ujala-Karobar-9th June-Delhi-Georges Interview-Hindi
Headline- Computer Bazaar mein Sahara ka Dhamakedar Pravesh
2. Dainik Bhaskar-Corporate Bhaskar-8thJune-Delhi-Jaipur-Hindi
Headline- SCEL ke Desktop PC 9,999 mein
3. TOI-Times Sports-10th June- Delhi-English
Headline- Bollywood joins A1 GP brigade
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5 ABOUTINDUSTRIALMARKETING
Industrial marketing consists of all activities involved in the marketing of products and
services to organizations (i.e. commercial enterprises, profit and not-for-profit institutions,
govt agencies and resellers) that use products and services in the production of
consumer or industrial goods and services, and to facilitate the operation of their
enterprises. Viewed from perspective of marketing industrial marketing is , then, human
activity directed toward satisfying wants and needs of organization through the exchange
process.
The exchange transactions in the industrial market consists of
1. Product or service exchange.
2. Information exchange.
3. Financial exchange
Social exchange.
In the industrial market , channel tends to be more direct. Manufacturers try to use their
own sales force. Buyer tend to be better concentrated. Fewer layers of intermediaries
exist. Where intermediaries are used, manufacturers, representatives and industrial
distributors or dealers facilitate the flow of goods.
There is a much greater emphasis on personal selling. Advertising is used to lay a
foundation for the sales call rather than serve as the primary communication tool.
As far as my experiences at sahara are concerned its was acting and using the market
potential in India as a reseller.
Thus going for industrial market as a resellers market. For the same Big organizations
like S.C.E.L., do not purchase goods and services for personal consumption, but do so to
facilitate the operations of their businesses. For them most of the buying is conducted
through central headquarters, then sold furter to their target customers through the use oftheir dealers and distributors of that area, who form a part of their small but existing
channel of sales in India. They also aid them in finding out new customers through
SCELs own dedicated sales team which is also assisted by their exclusive 24 hour call
centre for any help if needed by any existing or prospected customer.
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Many large sellers are technically oriented in their purchasing procedures and set
detailed specifications that govern the production of goods that are purchased under the
buyers private brand. Buyers often require alterations to enhance the quality of materials,
workmanship and styling. They may specify the eliminations of factors that add to the cost
without providing additional retail value to the product. Attributes such as delivery,
availiability of spare parts, and maintenance can play a heavy role in determining a
products success or failure in the resellers market.
Profit margin
Resellers are more concerned with the price of goods then are industrial buyers. This is
true because of the emphasis that their customers, the ultimate consumers, place on
price. Moreover a resellers eventual profits are primarily determined by gross product
margin: the difference between buy price(trade discount) and the manufacturers
suggested resale price. Thus a manufacturers product will be attractive to resellers only if
it can be retailed competitively and still provide a reasonable profit margin. Price in this
market is used as a promotional tool.
Industrial customers are organizations businesses, institutions, and government
agencies wit unique needs. The industrial marketing concept more than facilitating
exchange with these customers; it is philosophical point of view that has as its basis the
formation of a partenership between buyer and seller for the purpose of achieving theorganizational goals of both.
Too often, industrial organizations tend to be technically oriented much more interested
in a particular product and its technical development. It is not unusual therefore, that
technical values tend to dominate their decision making.
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6 IMPLEMENTATION PLANINGFORGOVERNMENTBUSINESS
States to be covered in the first phase
Delhi
East up
West up
Chandigarh
Haryana
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STATE WISE PLAN
Delhi
Total government business potential: Rs 200 crore
Through DGS&D, NIC, NICSI AND NCCF 60%
Tenders Where Scel Cannot Participate 20%
Where SCEL Can Participate Through Dealers/Partners 20%
In Delhi SCEL Had To Choose 2 Dealers And 2 System Integrators.
West up
Total government business potential: Rs 50 crore
PLACES IDENTIFIED FOR DEALERS
NOIDA
GHAZIABAD
MEERUT
ALIGARH
AGRA
MAJOR CUSTOMERS IN WEST UP
CDA MEERUT
ALIGARH MUSLIM UNIVERSITY
DEFENCE DEPARTMENT AGRA
INSTITUTES IN AGRA, NOIDA AND GHAZIABAD.
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HARYANA
Total government business potential: Rs 50 crore
PLACES IDENTIFIED FOR DEALERS
GURGAON
FARIDABAD
AMBALA
KURUKSHETRA
PANIPAT
MAJOR CUSTOMERS IN HARYANA
RAIL COACH FACTORY AMBALA
IOCL REFINERY PANIPAT
NFL PANIPAT
KURUKSHETRA UNIVERSITY KURUKSHETRA
CHANDIGARH
Total government business potential: Rs 30 crore
NO OF DEALERS TO BE APPOINTED : 2.
MAJOR CUSTOMERS
DOEACC
C-DAC
DEFENCE DEPARTMENTS
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7 REQUIREMENTS
FOR PRESENTATION BEFORE CUSTOMERS
CORPORATE PROFILE
SUPPORT PLAN
VISITING CARDS
SOMETIME LAPTOP
FULL PRODUCT RANGE DETAIL
TERMS AND CONDITIONS WITH THE CORPORATE DEALERS
DOCUMENTS REQUIRED FOR REGISTRATION
ITCC
STCC
BALANCE SHEET
MOA
PRODUCT DETAILS
PRODUCT CERTIFICATION DETAILS
MANUFACTURING UNIT DETAILS
PROFILES
ORDER COPIES
TECHNICAL STAFF DETAILS
ALL OVER INDIA SUPPORT PLAN DETAILS
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8 PRODUCT DETAILS
Introduction:
SCEL has launched six desktop PC models, of
which three are AMD-based while the remaining
three are Intel-based models available in the price
range of Rs 9,999 to Rs 50,000
Sahara s basic server model costs around Rs
35,000, which is suited for small business
requirements and its professional servers are
priced at Rs 2 lakh, designed for large enterprises
and government organizations
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PRODUCT DETAILS
Desktop Solutions
Sahara DT7000 Series
Memory 256 MB upgradeable to 2048 MB
H. D. D. 80 GB Standard (ATA/SATA)
Optical Drive CD-Writer
Mouse Optical
Operating System Microsoft Windows
Sahara DT5000 Series
Memory 256 MB upgradeable to 2048 MB
H. D. D. 80 GB Standard (ATA/SATA)
Optical Drive CD-Writer
Mouse Optical
Operating System LINUX
Mobile Solutions
Sahara NB7000 Series
Video Graphics (Integrated) INTEL 855GM
Core Chipset Memory 256MB DDR 266MHZ
HDD 40 GB
Optical Drive Combo
Mouse Optical (Mini)
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Display Solutions
Sahara 106.68 cm(42) Plasma
Colour True Colour
Experience Digital Home
Sound SRS True Surround XT,Virtual 5.1 Channel Sound with 2
Way Speaker
Screen Size 42 inch
HDTV Compatible Picture Over Picture
Display Solutions
Sahara 43.18cm(17) TFT LCD Monitor
Panel Stylish Flat Design
Viewable Size 17 inch
Feature TCO; Plug & Play;Auto Adjust Built In Speaker
Colour True Colour
Sahara 38.1cm (15)TFT LCD Monitor
Panel Stylish Flat Design
Viewable Size 15 inch
Feature TCO; Plug & Play; Auto Adjust Built In Speaker
Colour True Colour
Sahara 48.26cm(19) CRT Monitor
Viewable Size 17.9 inch
Resolution 1280 x 1024 @ 85 HZ
Max. Resolution 1600 x 1200
Strain Eye) Decreased due to multi-layer coating.
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Sahara 43.18cm(17) CRT Monitor
Viewable Size 15.7 inch
Resolution 1024 x 768 @ 85 HZ
Max. Resolution 1280 x 1024 Horizontal Freq. 30-70 Hz
Vertical Freq. 50-160 Hz
Choice Corporate
Sahara Optical Mouse
Experience the Speed
Superior Precision of Optical Technology Handy Scroll Wheel
Five Buttons for quick response
Works on most Surfaces
Smooth Operation
Sahara Mini Optical Mouse
Slick & Stylish Design
Experience the Speed
Superior Precision of Optical Technology
Handy Scroll Wheel
Five Buttons for quick response
Works on most Surfaces
Smooth Operation
Sahara Internet / Office Keyboard
Designed to optimize efficiency
Control multimedia Function from Keyboard
With special Wheel Design for more convenience
One touch access to Multimedia, Internet, e-mail
Hotkeys user-friendly) connection for WORD & EXCEL
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Sahara Internet / Office Keyboard
Stylish & High quality
PS 2 Interface
Standard 104 keys Designed for Microsoft Windows XP
Sahara Wireless Internet / Office Keyboard
Stylish & High quality with WIRELESS freedom
All-in one solution
Special wheel design for more convenience
One-touch access to Multimedia, Internet, e-mail Designed for Microsoft Windows XP
Bundle with Mouse
Sahara Flatbed Scanner
Ideal for home user
True 48 Bit Colour
Enhanced Resolution 19200 x 19200 5 One click buttons for handy operation
Supports Windows Xp
Sahara Digital Camera
Easy to use
3.2 Mega-Pixel advanced Sensor
1.5 inch colour , TFT-LCD
16 MB built in flash memory
Sahara DVD + / - RW Writer
Ultimate Multimedia Experience
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Combining CD & DVD technology with max. recording
capabilities
Capacity of CD 74 min(650MB), 80 min(700MB) ; DVD 4.7GB
Sahara Combo Drive Combo Drive CD-RW & DVD ROM in one mechanism
Supports all kind of CD formats
Supports Buffer Under run Prevention Technology
Interchangeable to Black / Ivory Bezels
Sahara CD-RW
Affordable backup solution
Enables SOHO user to backup valuable data
Supports all kinds of CD formats.
Supports buffer Under run Prevention Technology.
Sahara 5 in 1 Flash Memory ( Multi Functional)
Flash Memory Portability
Digital Video Recorder
Voice Recorder
Digital Camera
USB Storage
Web Cam
Sahara USB Pocket Drive
Stylish & Convenient to transport data
Store & Take Files
Back Up & Share Files with other
Portable & Small Light weighted Design
Ideal for Note Book & Desk Top
Capacity 128MB to 1 GB
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Sahara 2.1 Stereo Speaker Set
New Dimension in Sound Quality
Sahara Multimedia Stereo Speaker Set
Minimize the space utilize
Maximize the sound experience
13 inch full range cone Speaker Unit
Sahara Multimedia Stereo Headset
Delivers quite working environment
High quality sound
With volume control & microphone
Sahara Optical Media
High speed recording
Excellent Thermal Sensitivity
Maintain Data Integrity
Without Degrading
Sahara 56 K External Modem
Unparallel High Speed
Reliable Performance
Design with latest USB Technology
Significantly faster than Serial Port Modem
Sahara 56 K Internal Modem
Modem with Conexant Technology
Faster data transfer from modem to CPU
Supports both V 92 & V 90 standards
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ACPI management
Line Quality Monitoring & Retraining
Tone / Pulse Dialing
ICASA approved
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9 REFERENCES:
IDC India
Dataquest Magazine
www.Gigabyte.com
www.saharacomputers.co.in
www.dataquest.com
Wisegeek articles
www.lcd-monitor-online.com
www.gertner.com
www.theunwired.net
www.expresscomputeronline.com
NE Asia online
Economic Times