Dissertation Report On Wipro Ego Series and Distribution Channel

A dissertation submitted to the faculty of
Gnit College of Mnanagement, Greater

Noida.
In partial fulfillment of the requirements for the

degree of
Post Graduate Diploma in Business Management
(PGDM)
“Analysis of Brand Image and Distribution channel of WIPRO’s

e.go series.”
Submitted To: -
Submitted By: -
Mr.Vivek Sriwastva
Anoop Kumar Gupt
GNIT COLLEGE OF MANAGEMENT, GREATER NOIDA.
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Faculty of GNITCM Roll:
0810110007
PGDM-II year
Content
S. no. Topics Pg. no.

1. Acknowledgement 4-5
2. Preface 6-7
3. Research Title 8
4. Introduction 9-10
5. Objective of the study 11

6. Scope of the study 12
7. Research methodology 13-14
8. Study of company 15-22
9. Product Knowledge 23-28
10. Distribution 29-36
11. Research Design 37-38
12. Sampling Design 39-40
13. Analysis 41-55
14. Market Analysis 56-59
16. Key Finding 60
17. Conclusion 61-63
18. Limitation of the Study 64
19. Reference 65

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20. Annexure 66
21. Questionnaire 67-69
ACKNOWLEDGEMENT
Although it would be difficult to thank all those who contributed
towards successful completion report yet, it would be unfair on my part
if I don’t thank a selected few.

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First of all I thankful to god, for all the blessings he has bestowed upon
me, without which it would have been impossible to complete this
project.
I would like to thank Mr. Neeraj Mallik, (Area Sales Manager), and Mr. Vishal
Pandole (Account Manager), WIPRO for giving me the opportunity to carry out
this project at WIPRO who have extended their co-operation and help for
completion of the project. I would also like to thank all the staff members of
WIPRO for their help and cooperation during the project.
The faculty members of GNIT-CM continue to have an impact on my
thinking, which help me to complete this project. I would like to give my
heartfelt thanks to Mr. K.K GARG (H.O.D PGDM), Mr. Vivek
Sriwastva who helped me on all stage during project.
I would like to extend respondents equally deserve thanks as their
sincere co-operation led to worthy results.
Lastly, I would like to thank my parents for being the guiding force
through all the places of my life.

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Doing my project on this topic was a wonderful opportunity for me, for
it instilled in me a great deal of confidence and ability to work hard and
thereby facing challenges.
PERFACE
Management education talks of synchronizing the theoretical studies
With practical in the most effective way. The training figure

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Prominently in the course curriculum as it imparts practical knowledge
to the students aspiring to accomplish professional insight. It actually
gives the feel about what is happening in life and industry around. It
grooms as individuals to find himself fit in the corporate world.
Students eventually come out with much confidence, knowledge and
Matured attitude and outlook.
In today’s competitive world marketing research forms a key player.
To me, it is an orderly and insightful process of thinking about and
planning for the market. This process is applicable to more than just
goods and services. I think that anything that can be researched – ideas,
events, organization, place, personalities etc. and that motivated me to
Choose this as a specialized subject. This particular process starts with

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entering deep inside the relevant market place to understand its dynamic
and to identify opportunities to meet the felt or infelt needs.
Research Title
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Analysis of brand image and distribution
channels of Wipro’s e.go series laptop in
Delhi/NCR.
Introduction
Let me begin with a poser, what does Indian IT means to you..? Let me begin
with a poser, what does Indian IT means to Chances are that you’ve already
started thinking about our successes in the software exports arena. All the
applause for Indian software exporters, achievements in the domestic market
tend to get agreed that software and services exports from the country have been
growing at an enviable pace, but the domestic IT market can also this. India is
one of the fastest growing IT markets in the world, the fastest growing PC/
LAPTOP market in the Asia-Pacific region, and also the country with the

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fastest growth usage in this region.IDC believes that there is tremendous
momentum in the domestic IT market today, which will help the industry tide
over the minor slowdown being predicted for the economy in the current fiscal.
Over the next five years, the domestic IT industry is predicted to grow at a
CAGR (Annual Growth Rate) of 28 percent, which is among the highest in the
world.
As such distribution concern it is the arrangement of the path by which a semi
finish or finish goods reach to its destination.
Path or 'pipeline' through which goods and services flow in one direction (from
vendor to the consumer), and the payments generated by them flow in the
opposite direction (from consumer to the vendor). A distribution channel can be
as short as being direct from the vendor to the consumer or may include several
inter-connected (usually independent but mutually dependent) intermediaries
such as wholesalers, distributors, agents, retailers. Each intermediary receives
the item at one pricing point and moves it to the next higher pricing point until it
reaches the final buyer. Also called channel of distribution or marketing channel.
As such supply chain is a network of facilities and distribution option that
perform the function of procurement of demand of finished goods and finally
distribute of these goods to the end user. The distribution exists for both in the
service and manufacturing sector, although complexity may vary greatly from

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industries to industries.
It has always being a part of front line defense and offence in order to improve
the bottom line through reduces cost. It has power full impact on the
organisation return on assets than any other business function.
Objective of the Study:-
In this project report of mine I would be focusing my attention on some of the
important objective that would also be the part of my study. The following are the
objective:-
1) To understand various problems encountered by seller /
distributors in reference to Wipro laptops.

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2) To understand profitability of selling Wipro laptops as compared
to other brands available in the market.
3) To know about the brand awareness of Wipro laptop in the mindset
of customers through distributor/sellers.
4) To have a comparative analysis of distribution channels of Wipro
ego series laptops in Delhi/NCR.
5) To understand the strategy to increase number of seller/
distributors for Wipro’s ego series laptops.
Scope of study
 To position the brand in the mind of dealer/ Distributors.
 Gathering and disseminating relevant information from dealer/ Distributors
 To solve the various problem occurred by the dealer/ Distributors.

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 To understand the demand of dealer/ Distributors and fulfill them for best
sale of Wipro e.go series laptop.
 Analyzing the current environment and work culture of store and suggesting
new ideas order to enhance the efficiency of the store in terms of look, sale
and way of working.
 Building long-term relationship with dealer/ Distributors
 Adaptation of different marketing strategies to promote the product as well
as store.
 Building long-term relationship with customers
Research Methodology
Research methodology is used to systematically solve the research problem. It is a
way that defines the process of overall study. The method used must be justified.
Research may be quantitative or qualitative research. In this research qualitative as
well as quantitive research will be used, as it is necessary to know features/

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facilities that attract the customer to buy specific laptop as well as number of
laptop sold by dealer/ distributors of Wipro as well as others brand available during
the Research period.
Research Design
Formulation
Data Collection
Data Preparation &

Analysis
Report
Preparation
Data Collection
Task of the data collection is very important part of Research. It begins after
defining the researcher problem and preparation of research design. It may be
primary or secondary data collection.
Primary Data: -

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Primary data are those which are collected fresh and for specified purpose for the
first time. These data are original data for the research purpose. The various tools
of primary data collection are questionnaire, interview, observation, telephonic
interview. For, this study purpose questionnaire and some time interview used
for data collection.
Secondary Data:-
The secondary data are which have been already collected by someone else and
which have already been passed through the statistical tool. Data that are originated
within the firms is internal secondary data, and which originated from external
sources are external secondary data.
Secondary data have been collected from various magazines,
company websites, records, newspaper, newspaper and websites.
STUDY OF COMPANY
Wipro Technologies is the No.1 provider of integrated business,
technology and process solutions on a global delivery platform.
Wipro Technologies is a global services provider delivering technology-driven
business solutions that meet the strategic objectives of our clients. Wipro has 55+
‘Centers of Excellence’ that create solutions around specific needs of industries.

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Wipro delivers unmatched business value to customers through a combination of
process excellence, quality frameworks and service delivery innovation. Wipro is
the World's first CMMi Level 5 certified software services company and the first
outside USA to receive the IEEE Software Process Award.
History of Wipro
Wipro started as a vegetable oil trading company in 1947 from an old mill founded
by Azim Premji's father. When his father died in 1966, Azim, a graduate in
Electrical Engineering from Stanford University, took on the leadership of the
company at the age 21. He repositioned it and transformed Wipro (Western India
Vegetable Products Ltd) into a consumer goods company that produced
hydrogenated cooking oils/fat company, laundry soap, wax and tin containers and
later set up Wipro Fluid Power to manufacture hydraulic and pneumatic cylinders
in 1975. At that time, it was valued at $2 million.
In 1977, when IBM was asked to leave India, Wipro entered the information
technology sector. In 1979, Wipro began developing its own computers and in
1981, started selling the finished product. This was the first in a string of products
that would make Wipro one of India's first computer makers.

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The company licensed technology from Sentinel Computers in the United States
and began building India's first mini-computers.
Wipro hired managers who were computer savvy, and strong on business
experience.
In 1980 Wipro moved in software development and started developing customized
software packages for their hardware customers. This expanded their IT business
and subsequently developed the first Indian 8086 chip.
Since 1992 Wipro began to grow its roots off shore in United States and by 2000
Wipro Ltd ADRs were listed on the New York Stock Exchange.
The company's revenue grew by 450% from 2002 to 2007. This success has led to
higher salaries (wages have been growing by more than 14% per year since 2005),
which puts pressure on the company's margins.
Wipro Technologies deals in following businesses
• IT Services:

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Wipro provides complete range of IT Services to the organization. The range
of services extends from Enterprise Application Services (CRM, ERP, e-
Procurement and SCM) to e-Business solutions. Wipro's enterprise solutions
serve a host of industries such as Energy and Utilities, Finance, Telecom,
and Media and Entertainment.
• Product Engineering Solutions:
Wipro is the largest independent provider of R&D services in the world.
Using "Extended Engineering" model for leveraging R&D investment and
accessing new knowledge and experience across the globe, people and
technical infrastructure, Wipro enables firms to introduce new products
rapidly.
• Technology Infrastructure Service:
Wipro's Technology Infrastructure Services (TIS) is the largest Indian IT
infrastructure service provider in terms of revenue, people and customers
with more than 200 customers in US, Europe, Japan and over 650 customers
in India.

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• Business Process Outsourcing:
Wipro provides business process outsourcing services in areas Finance &
Accounting, Procurement, HR Services, Loyalty Services and Knowledge
Services. In 2002, Wipro acquiring Spectra mind and became one of the
largest BPO service players.
• Consulting Services:
Wipro offers services in Business Consulting, Process Consulting, Quality
Consulting, and Technology Consulting.
Wipro's network of development centers and sales offices
India
Corporate office
Wipro Technologies
Doddakannelli Sarjapur Road
Bangalore - 560 035
Phone: +91 (80) 28440011

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Fax: +91 (80) 28440256
This is the team that defines Wipro's journey with vision and integrity.
Wipro Board of Directors
Our Chairman Azim H Premji, senior executives of Wipro and external members
who are global leaders & visionaries form the Wipro Board which provides
direction & guidance to the organization.

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Azim H Premji
Chairman
Wipro Limited
Executive Directors Independent Directors
Girish S Paranjpe Ashok S Ganguly
Suresh C Senapaty William Arthur Owens
Suresh Vaswani B C Prabhakar
P M Sinha
Jagdish N Sheth
N Vaghul
Quality Processes
Our processes are structured for quality - our process documentation and
consulting tools ensure that we have everything on record, our automation tools

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automate the complete project management/software engineering process, our
training tools build the necessary quality orientation and our visibility tools help
monitor projects on a real-time basis and ensure that the customer is never out of
touch.
Process documentation tools
 Web enabled process documentation
 Process release updates to practitioners
 Supports multiple life-cycle models
 Employee participation through a PCR board
Process consulting tools
 Tools identification and training
 Audits and assessments
 Automation
 Project Management
 Software Engineering
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ISO 9001
Wipro began the ISO initiative for process mapping in 1993 and we were ISO
9001 compliant by 1995. As part of the ISO initiative we laid out
institutionalization of Quality Management Systems (QMS), formal project
management, review and control procedures, formal methods for software
engineering practices and formal process change mechanism
Wipro InfoTech has unveiled three new e.go range Laptops. They are e.go 7F3800,
e.go EM471X Series, and. E.go BM2700 series.
Speaking about the new range of notebooks, Mr. Ashok Tripathy, General
Manager & Head, Computing Division, Wipro commented, “E.go is sculpted for
functionality and design, and blends high style with purpose. This range is
targeted for the globe trotting, trend setting Indians, who believe in making a

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difference, and embody the spirit of bold new India. At Wipro, we believe, the
bold new India deserves bold new choices.”
e.go 7F3800
 10 inch ultra portable net book.
 Compact and easy to carry.
 View the whole picture in 1024×600 pixel resolution.
 High speed wireless access allows you be on the go with 802.11 b/g.
 Long battery life of up to 3 hours.
 Integrated webcam.
 Stereo speakers.
 Colors: Ocean blue and Racer yellow.
Specifications
 Intel® Atom TM Processor.
 3 USB ports, 8 in 1 card reader.
 Up to 2 GB memory.
 Up to 160 GB Hard Disk, no optical drive.
 ~1.25kg.
 Genuine Windows® XP Home.
 1.3 megapixel web camera.

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E.go BM2700 series in Chrome Red

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 12 inch performer.
 Color: Chrome Red.
 TFT screen with frameless black border and chrome highlights.
 Future ready with Express Card expansion slots.
 High speed access with Wi-Fi 802.11 b/g/n, LAN, 56K modem.
 Full size, seamlessly inlaid keyboard.
Specifications:
 Supports Intel® Centrino®2 Processor Technology, Intel® CoreTM2 Duo
Processor, Intel® Pentium® Processor.
 Wi-Fi 802.11 b/g/n and Bluetooth.
 12.1′ (30.73 Cms.) WXGA TFT with webcam.
 DVD Super multi drive.
 Up to 4 GB Memory, Up to 320 GB Hard Disk.
 9 in 1 Card Reader, IEEE 1394 Port, and Express Card slot.
 6 cell battery with up to 3 hours battery life.
 2.14 KG.
 Genuine Windows Vista® Home Premium, Windows Vista® Home Basic,
Windows Vista® Business.

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The laptops will be available through electronics retail stores. Some of them are:
Reliance Digital, E-Zone and Next. The series will be available from price range
starting from Rs 19,999 onwards

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e.go
EM471X Series
 14 inch widescreen powerhouse performer.
 Colors: Autumn Red and Coral Blue.
 Connect to and share your content with a variety of devices.
 Ultra bright screen.
 External storage.
 Watch hi definition content on HDTVs with the help of a HDMI cable.
 Long battery life of up to 6 hours.
 Secure your notebook and ensure long protection level with the help of
finger print reader (but that is optional).
 ECO power management tool.
 Hi speed access with Wi-Fi 802.11 b/g.
 Gigabit LAN, 56K modems.
 E-SATA port for hi speed connectivity.
Specifications:
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 Wi-Fi 802.11 b/g/n and Bluetooth.
 14.1′ (35.8 Cms) WXGA TFT with webcam.
 DVD Super multi drive.
 Up to 8 GB Memory.
 Up to 320 GB Hard Disk.
 9 in 1 Card Reader, eSATA Port, HDMI Port.
 6 cell battery with up to 3 hours battery life.
 2.2 KG.
 Supports Intel® Centrino®2 Processor Technology, Intel® CoreTM2 Duo
Processor, Intel® Pentium® Processor.
 Genuine Windows Vista® Home Premium, Windows Vista® Home Basic,
Windows Vista® Business.

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Distribution
The Distribution with its deep domain knowledge focuses on providing solutions
centered around core Retail, CPG and Distributions business process. In addition,
this business unit blends its intimate knowledge of the vertical to blend customized
offerings in the CRM e-business, CRM, SCM, technology infrastructure, ERP, data
warehousing & business intelligence spaces.
These offerings are specifically tuned to the needs of industries that form its area
of core competence Grocery, Specialty , Pharma & Multi-Channel Retailing,
Apparel & Footwear, Food & Beverage, Home & Personal Care and Wholesale
Distribution industries.
Some areas where we provide specific domain based solutions that bring business
benefit are in:
 Collaborative Commerce
 GDS
 Supply Chain
 Category Management

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 Point of Sales
 Warehouse Management systems
Wipro work with industry specialists and customers through our Centers of
Excellence in supply chain planning & execution, merchandizing & pricing, RFID,
pharmacy in retail, in-store solutions, trade promotions management,
manufacturing systems for CPG companies and data analytics.
Be it implementing a Store Managers work bench solution for a leading retailer or
improving the demand forecasting accuracy our domain team is constantly
involved in innovative solutions to help clients address their needs. Our offerings
encompass –
 Consulting
 Application Development and Maintenance
 Process Improvement
Based solutions in technology infrastructure management, supply chain
management, business analytics, data warehousing and package implementation.
We have a strength of over 200 domain based consultants and 250 functional

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architects.
Enabler (recently acquired organization) is a leader in Oracle Retek
implementation and consulting and brings on board over 300 Oracle Retek
consultants. These consultants have deep expertise in the Retail industry, having
worked extensively in these industries and acquired very credible knowledge of the
Retail, CPG and Distribution industries. They bring in rich perspectives of the
problems of these industries, and the solutions that help to address these problems.
For us Customer Centricity is of utmost importance and our solutions are not just
based on a “how to” analysis but also on a “why to” analysis. Our goal is to help
our customers with increase in revenue and productivity with retained cost and
competitive advantage.
Distribution & Channel Management
Leading insurance carriers are increasingly focusing on developing distribution and
channel management strategy as a competitive advantage for increasing market
share.

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Wipro’s in depth knowledge of the insurance distribution market, coupled with its
IT services expertise has delivered powerful solutions to beat competitors. In the
insurance CIO / CTO survey conducted by Celent for IT focus areas in 2006,
Distribution and Channel Management was ranked as a top IT initiative for more
than 70% of insurance carriers.
Wipro’s Services in Distribution and Channel Management
• Agency Management
o Create and manage channels
o Create and manage agents and hierarchies
o Create new compensation mechanisms
• Agency New Business and Quotes
o Lead management
o Generate quotes
o Bind and issue new business
• Agency Customer Servicing
o Manage premium collection
• Agency Compensation Management
o Compensation calculation

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o Compensation pay outs and claw backs
Wipro’s service offerings in the above areas have helped customers build a
dynamic distribution system to realize the following benefits:
• Quicker and flexible methods of creating new channels / agents resulting in
quicker time to market
• Increased flexibility in defining complex compensation mechanisms that
result in competitive distribution strategies
• Higher productivity of producers by providing them with lead management
tools
• Reduced cost of operations through systems rationalization
Success Stories
Sales Management System
For the Japanese operations of a leading international insurer, Wipro provided a
web based lead management solution for single view across both policy and
customer, for improved customer profiling and campaign management. Sales
activity management and forecasting was built into the solution. The solution

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enabled the customer to significantly improve the productivity of the distribution
channel.
Distributor Regulatory Compliance
For a leading global insurer and provider of financial services, Wipro undertook
reengineering of the customer’s Policy Management System, and the Internet
websites, to enable the client to achieve compliance for both broker and direct
businesses.
Agency Licensing and Compliance
For a large financial service provider in the US, Wipro developed a Licensing
Information System to use as an information capture, tracking and reporting tool
for the client’s insurance agency’s licensing and compliance division. The new
system not only minimizes the manual work that existed before, it also makes them
more productive, efficient and generated more business.
Agency Commissions and Payments Reengineering

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For a leading long-term saving companies based in Germany, the customer needed
to improve the accuracy of the commission payments to brokers, as the current
system had major data issues, manual interventions, non-Euro compliance, etc.
Wipro introduced a rule based framework to handle the frequent product launches
and future compatibility issues. Wipro helped standardize the input data and
improve the commission system performance. Later, the client awarded the
maintenance of the systems to Wipro.
Agency Billing Consolidation
The client, a top financial services provider providing multi line insurance in the
US required a unified view of bills for the end customers across product lines. To
address this requirement, Wipro built an integrated billing platform across auto,
fire, life and commercial policy systems. Wipro enabled the billing platform to
support business functions like refunds, cancellations and reinstatements.
Brand Image of Wipro
An identity is a seal of recognition. It has the power to make people understand,
identify and recognize the value or message of any physical substance or
personality. It has even helped capture an entire human civilization in a holistic
manner -- pyramids today are synonymous with ancient Egypt. Semantically, the

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name Wipro does not mean anything. We identified four values that would provide
critical benefits to end users -- human values, integrity, innovative solutions and
value for money. Having done that we created the core concept of 'Applying
Thought' (Wipro is process oriented + thinks for you) that signifies being ahead of
time.
This was the strategic leap for Wipro. The four values would converge on Wipro's
corporate promise of 'Applying Thought'. And information technology would lead
the corporation as an engine, while all the other businesses would be the wagons of
the locomotive.
Customer interactions through research confirmed that Wipro's identity made the
corporation into a young, vibrant diversified group with a single personality.
Customers said 'Applying Thought' means that Wipro thinks for the customer's
well being, is strong in R&D and thinks out-of-the-box. The flower symbolizes
that Wipro cares for the environment, its center shows the digital age, science and
technology, its petals reflect the softness of human values.
The 'Rainbow Flower' looks feminine, 'Applying Thought' feels masculine and
Wipro in the center complements both with the colours of life. Wipro has now
become an inspirational brand.

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Research Design
Research design is a frame work or blueprint for conducting the project.
A research design is the arrangement of conditions and analysis of data in a proper
manner that aims to combine all the matter in a relevant way for research purpose.
Research design provides the glue that holds the research project together.
Research design is of various types like:-
• Exploratory Research
• Descriptive Research &
• Causal Research
In this study Exploratory, Descriptive and Causal is being used as the nature of
study.
Exploratory Research Design:-

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The main purpose of such type of research is the formulation of problem for more
precise investigation or of developing the working hypothesis from an operational
point of view. Here, problem during distribution will be assessed.
Descriptive Research Design:-
The major objective of descriptive research is to describe something usually
market characteristics or function.
Descriptive research is a preplanned and structured research. It is
typically based on large representative samples.
Descriptive Research conducted for the following purpose:-
A. To describe the characteristics of the relevant groups, such as consumer,
organization, or market area.
B. To determine the perception of the product characteristics.
C. To determine the degree to which marketing variables as associated.
And such type of investigation is required during the
Research.
Causal Research Design:-

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It is a type of conclusive research where the major objective is to obtain evidence
distribution of Wipro brand will be assessed.
Sampling Design
A sample design is a definite plan for obtaining a sample from a given/ chosen
population. It refers to the technique the research would adopt in the selecting
items for the sample. Sampling design is of two types:-
1. Probability Sampling and
2. Non Probability sampling.
Probability Sampling:-
A sampling technique in which each element of the population has a fixed
probability chance of being selected for the same
“Simple random sampling, technique is being used for this study”
Steps in sample design
1. Sample Unit

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Male or female shoppers, dealers, wholesaler or distributors of laptop at the
NENRU PLACE. They may be newly opened or old one. They may have
relation with Wipro or want to establish.
2. Sampling Frame
All the Dealer/ Distributors at the Nehru Place, New Delhi.
3. Sampling Technique
‘Simple random sampling’ of ‘Probability Sampling technique. Where each
Dealer/ Distributors have equal chance to be selected in sample frame.
4. Sample size
It is the number of items to be selected for research. It may be too large number or
too small, according to the research nature, it must should be optimum. In this
study sample size will be 25.

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DATA ANALYSIS
1. How many dealerships do you have?
Analysis
Above pie chart shows that 44% dealers have all brand dealership, 28% have the 6-
10 brand dealership, and 24 % have the 2-5 brand dealership and 4% having single
Brand.

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Conclusion
More dealers are interested to keep all available brand dealership available in
market.
2. Which brand do customers generally prefer?
Based on the responses collected, the following table shows the brands preferred
the most, the least and the moderate by the respondents.
Brands No. of respondents Percentage %
(out of 25)
Wipro 5 20
Compaq 16 64
Acer 7 16
HP 25 100
Dell 24 96
Benq 2 8
Lenovo 10 40
Sony 3 12
WIPRO 14 56
Toshiba 2 8

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Analysis
The following data highlights that out of 25 respondents interviewed
how many would prefer the brand mentioned.
Conclusion
It can be concluded that most preferred brand are HP and Dell.
3.) What are unique features preferred by customers..?
Features No. of respondents Percentage

Wi-Fi 25 100
Bluetooth 25 100
Sound quality 23 92
Card reader 20 80
Web cam 25 100

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Analysis
According to dealers response it can be analyzed that customer prefers features like
Wi-Fi, Bluetooth, better sound quality, card reader, web cam.
Conclusion
Above are the features that should be present in a laptop for its successful
marketing.
4.) Do you agree that marketing plays an important role in sale of laptop..?
Analysis

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Above chart shows that 88 % dealers are agree that marketing is important for sale
of laptop.
Conclusion
Proper marketing is very important.
5.) What promotional activities do you think can increase the sale of WIPRO
laptop?
Analysis
Above chart shows that 48% dealer are suggest for the advertisement of Wipro
e.go series laptop, 28% suggest for advertisement as well as promotion also, 20%

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dealer suggest for the promotion of product and 4% are in the favors of
endorsement.
Conclusion
To get success into market the product should have strong advertisement and
promotion.
6.) Do you promote Wipro by your own?
Analysis
Above chart shows that 88% dealers promote Wipro laptop by there own and 12%
do not promote Wipro e.go series laptop.

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Conclusion
Most of dealer promote Wipro by there own.
7.) What problem you face while selling Wipro laptop..?
Problems No. of respondents Percentage

Less customer preference 20 80
No advertisement 25 100
Poor configuration 20 80
Analysis
From the dealers point of view we can analyze that they face certain problems like
less customer preference, no advertisement, and poor configuration.
Conclusion
From the above response we can conclude that dealers face maximum problem due
to lack of advertisement.

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8.) How many laptops you generally sale in a week..?
Analysis
Above chart shows that 24% dealers sale more than ten laptop in a week, 52% sale
6-10 laptop, 20% dealer sale 1-5 laptop and 4% dealer are unable to sale single
laptop.

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Conclusion
Mainly 1-2 laptop sold by a single dealer, there are approx 5000 small and big
dealer. So, new product has golden opportunity.
9.) How many Wipro laptops generally you sale in a week?
Analysis
Above chart shows that 60% dealer are unable to sale single Wipro laptop, 36% are
selling 1-3 sale every week, and only 4% having Brand dealership are able to sale
more than 7 laptop in a week.

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Conclusion:-Very poor sale of Wipro laptop, the dealer who are able to sale 6-
10 or more than it are only able to sale Wipro laptop. Means a big market is
untouchable by Wipro laptop.
10.) What are the reasons that the customers do not prefer Wipro laptops?
Reasons No. of respondent Percentage

Advertisement 20 80
Poor configuration 25 100
Analysis
From the above we can analyze that customer do not prefer Wipro laptops due to
certain reasons like advertisement, and poor configuration
Conclusion
It can be said configuration as well as advertisement is no good.

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11.) On the scale of 1-7 how would you like to rate brand image of Wipro laptop.
(1-Best, 2-Very Good, 3-Good, 4-Average, 5-Bad, 6-Very Bad, 7-Worst)
Analysis
From the above diagram we can interpret that the maximum dealers opine that the
brand image of Wipro laptops is average. Only 8% of respondents are of the
opinion that the brand is the best amongst all other brands and 12% think that the
brand is worst.

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Conclusion
Its required more to work on the image of Wipro laptop.
12). Does Wipro coordinate with you in terms of logistics?
Analysis
Above chart shows that 60% dealer/ distributors are happy with the coordination of
Wipro management, 40% are not.
Conclusion
Wipro management is coordinating with dealer.

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13). Do you get delivery of laptops on time?
Analysis
Above chart shows that the dealer who work with wipro 80% of them get delivery
on time, 20 % don’t get delivery on time.
Conclusion
Its shows that the delivery time of the Wipro is too good.
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14). How much time does the distributor take to deliver the order?
Analysis
Above chart shows that 88% dealer get delivery within a day, 8% dealer gets
delivery within 3 days, 4% get delivery within a week.
Conclusion
It proves that Wipro’s distribution channel is very strong.

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15). What facilities do you required for effective sale of Wipro laptops?
Respondent no.
Facilities Required Percentage %
out of 25
Advertisement 25 100 %
Improvise configuration 25 100%
Increased interaction with WIRPO 20 80%
executives
Initiate demo of WIPRO laptop at 23 92%
dealer outlets
Analysis
The above data highlight that out of 25 respondents interviewed how many
required which facilities for best sale of Wipro laptop.
Conclusion
It shows lack of advertisement and required more interaction of executives and a
look on configuration.

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Market Analysis: (Source: Median of various Industry Surveys)
India is expected to sell around 4.7 million desktops in FY2005 3.6 million in
FY2009-10. Laptop market is showing very high growth in recent years due to
increased usage in higher education segment (MBA colleges institutes) and surge
in home usage. Business segment does not contribute much to growth because of
data insecurity issues shown a CAGR of ~100% over last years.
All the sales are accounted for by MNC and Indian brands. Absence of
unorganized market gives this segment high pricing power as compared to India is
expected to sell around 4.7 million laptop in FY 2009-10 as compared to 3.6
million in FY2008-09. Which account for 40% of sales followed by MNC brands
and showing very high growth in recent years due to increased usage in higher
education segment (MBA colleges and other such educational institutes).
Competitor Analysis
Lenovo is an Innovative, international technology company formed as a

result of the acquisition by the Lenovo Group of the IBM Personal Computing
division. As a global leader in the PC market, they develop, manufacture and
market professional provide customers around the world with smarter ways to be
productive and They can be ascertained as a bitter rival of WIPRO.

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Compaq
Compaq India is a subsidiary of Compaq that was founded in 1982 in Houston,
USA. Compaq in India has huge market even after its merger with Hellwet
Packard (hp). Compaq's desktop, notebooks and accessories are the main products
manufactured by Compaq in India. The Hoston based company works with main
focus on computers and servers. It captures about 25% of Indian hardware market.
The two IT giants can pose a threat to domestic conglomerates like Infosys,
Satyam Computers etc. In Bangalore Compact Computer Corporation has launched
an online store. This facility will be used by Compaq India to sell its products like
the Presario range Notebooks. Laptops, iPod Desktops SB Series, fingerprint ID
and smart card reader in the online store. The e-store is of great help to the
customer.
HP
HP is a technology solutions provider to consumers, businesses and institutions

globally. The company's offerings span IT infrastructure, personal computing and
access devices, global services and imaging and printing for consumers, enterprises
and small and medium businesses. HP itself is not a great threat to WIPRO but its
subsidiary Compaq has emerged as arch rival for WIPRO, its online store can be a
strategy that is very important to check. WIPRO‘s Digilife is good step but it needs
a close watch.
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Acer
Acer Incorporated founded by Stan Shih ,his wife Carolyn Yeh, and a group of five
others in 1976, was renamed Acer in 1987.It is a Taiwanese multinational
electronics manufacturer. It owns the largest franchised computer retail chain in
Taipei, Taiwan. Acer is the third largest computer manufacturer in the world (by
sales) after HP and Dell Inc. and its product line-up includes desktop and mobile
PCs (laptops),as well as personal digital assistants (PDAs), servers and storage,
displays, peripherals, and e-business services for business, government, education,
and home user. Its product range has Desktop computers Notebook computers:
Travel Mate, Table PCs, Aspire series, Extensa series and Ferrari series.
Dell
Dell, Inc. is a multinational company based in Round Rock, Texas struggling to
settle down in Indian market and it develops, manufactures, sells, and supports
personal computers and other computer related products. it held the second spot in
computer sales within the industry behind the Hewlett-Packard Company. The
company currently sells personal computers, servers, data storage devices, network

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switches, software, computer peripherals and televisions. Inspiron, Studio, XPS,
Alienware are some brands from Dell.
SWOT Analysis of Wipro
Strengths:
 Global R&D facility.
 Retention of the man-power is the best in the industry.
 Impressive list of clientele.
 Relatively lower receivable compared to the industry average.
Weaknesses:
 Low operating margin of the other group companies.
 Free floating stock is very less.
Opportunities:
 In the branded product category.
 In the consultancy area.
 In the emerging technology areas like Blue Tooth, WAP, web-cam, card
reader etc.
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Threats:
 Increasing cost of human capital.
 Slowdown in the world economy.
 Will face fierce competition in the areas of e-business and ASP services.
 Many competitor having good configuration with low price.
Key Findings
After working for nearly 45days I came to the conclusion that marketing not only
comprises of 4P’s (Price, Place, Product, Promotion) but there is still scope for
more. Distribution of product is just like back bone to get success in to market.
Since working there are huge opportunities to interact directly with dealer who
have lot of knowledge of other best configuration of laptop at reasonable price. So,
secondly a huge price pressure is there, one can easily watch how 4P’s is
applicable market. Being there as WIPRO’s representative not only followed 4P’s
but also tried to find something else that is more applicable to the retailer of
consumer durables and ultimately I landed on 4A’s (Analysis, Attention,
Acceptance, Action)

Page 60
Analysis Time needs to be earmarked to determine the drivers, emotional and
logical needs, and traditional and psycho graphic nuances of the intended audience.
This step allows focus and care to different type of dealer, and a significant
decrease in marketing cost.
Attention. Once you've identified who are the core prospect for your products or
services is, creative efforts must be taken to get and maintain their attention.
Accept. You must use the tools of copy, design, social networks psychology and
repetition to get the intended audience to accept that your solution is the best one to
take. This acceptance must take place despite the fact that your solution is just one
of many options available in an increasingly saturated marketplace. As I used to
visit many dealers repeatedly I got many order just due to frequent visit with them.
Action The prospect has to act on their acceptance of your proposition by doing
whatever it is you want them to do generally; this might be making one or more
purchases. It may also be responding to a direct mail offer or fundraising effort or
picking up a phone or petition drive.
Suppose any dealer calling for rate and not properly treated will get angry and can
go for other brand dealership.

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I also find that a dealer’s personal relation plays important role in success of the
product if pre relationship of a customer is good and again he is coming for a
solution then a dealer can offer him new product also.
In Wipro’s distribution the plus point is there minimum time delivery, but lack of
advertisement is the main reason that product is not demanding by customer so,
dealer are not ready to take its dealership, customer totally unknown by WIPRO
e.go series laptop.
Many dealers were not aware that Wipro manufacture Laptop also, this the
condition of product awareness level by dealers then what can we accept by a
customer..?
Conclusion
From the project that I had undergone during my Summer Internship program I can
conclude that to succeed in the business we must not only depend on our existing
method and channel, but also develop a way to differentiate we must try to develop
a new value curve and if this is achieved the whole exercise to differentiate will
give its fruit in term of higher sales. After working for several weeks I concluded
that dealers are more vulnerable against the competitor. In this era of high rivalry it
is quite difficult to sustain in the business without having good product with good
and high configuration with a good executive and customer service facilities.

Page 62
Whole responsibility lies in the hands of customers and to keep them on our side it
is necessary to understand the customer’s required configuration with reasonable
price. And also dealer’s should try to make a harmonious and a relationship of
trust, when a retailer will be honest towards his customer and try to solve the
requirement of customer with an honest feeling to help him he can make a better
relationship. Since Skope is in retailing of PCs, LCD, NET-BOOK, Laptop, and
other accessories it had diversified its risk up to some extent but to survive in
Wipro laptop market that has got a good margin he must try to create personal
relationship with the customers and with other dealer. A better relationship is
maintained only when he is helping out customer by providing him at least basic
service to the customer such as installation of OS and various other small issues.
For dealer he should give reasonable price whet they calls him or want to know
about product. Because while visiting many dealers the main response was that
they do not provide rate at the time. And also provide the proper knowledge of the
product. This action creates goodwill of retailer in the heart of customer as well as
with other dealers or distributors.
From the techno giant WIPRO it can be concluded that other way to succeed in the
business is to make the distribution channel highly efficient that each individuals
unit can push the product in the market and ultimately results in a higher sale. By
following this strategy WIPRO had managed to get on rank two with HP at number
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one .WIPRO is also trying to gain the in-depth insight of retailing for the
promotion of its DIGILIFE stores this step of WIPRO will reduce its dependency
on individual retailers.
A better margin will provide a boost to retailers for selling the product of WIPRO
as much as they can. They are doing all things in the market for profit, at the last
time where they get good margin they try to mold the customer toward that
product.
The major drawback in WIPRO’s marketing plan is lack of awareness amongst
those selling it and the target market i.e the potential customers. They should
employ advertising to make their offerings known in the market, which already has
several established brands to sell. Advertisements should be buyer centric because
an effective advertisement is key to get success in today’s era when the buyers
have become more educated than they were.
Limitation Of the study
In the current project there are some limitation that have been found . these
limitation are:-

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• In a very short span of time this analysis of customer satisfaction about the
Wipro laptop. This is one of the major limitations of this project because in
the very short period analysis of different laptop is very complex task.
• The present study is totally region specific. What ever analysis of the Wipro
laptop has been done is based on the data collected in the Nehru Place only.
• Every person has different view in comparison to other person. Same is the
case with this project also.
Reference
Non Electronic sources:-
 Philip Kotler, Kevin Lane Keller(2006).Marketing Management
 Naresh Kumar Malhotra, Fifth Edition Marketing research
 C. R. Kothari, Research methodology.

Page 65
Electronic sources:-
 www. google.com( for various topic search)
 www.scribd.com (for documentation)
 www.nasscom.in ( for it knowledge)
Annexure
ABC OF NOTEBOOK
Blue tooth technology: It is used for transmission of data for short
distance up to 30 feet in Notebooks.
Docking station A cradle for notebook it provides space for extra drives
and connections.
Travel weight The total weight of a notebook package for computing on
the road including the notebook, transformer, battery, and possibly an
adapter module. Universal Serial Bus (USB) An all-purpose
input/output connector a digital camera, audio player memory key,
mouse, external drive, or printer, a notebook has one to four USB ports
(two are adequate for most users).

Page 66
Pointing Devise Either a touchpad or pointing devise.
DVD-Rom/CDRW Combo Drives Slowly being phased out but some
budget and business notebooks. Reads CDs and writes CDs.
FORMAT OF THE QUESTIONAIRE
“Analysis of brand image and distribution channels

of WIPRO’s ego series LAPTOP in DELHI/NCR.”
It is hereby declare that I Anoop Kumar Gupta pursuing PGDM
from
GNITCM would use the information collected through this

questionnaire purely for the academic purpose. Further it is
assured that identify of the respondent would be strictly kept
confidential.
Date: ___/___/_____
Place: ____________
(Signature of Researchers)
Firm’s Name: ___________
Owner’s Name: _________
Contact No.: ____________
Email/websites: ____________________________________________
1. How many brand dealerships do you have?

Page 67
□ 1 Brand
□ 2-5 Brand
□ 6-10 Brand
□ All Available
2. Which brand do customers generally prefer?
3. What are unique features preferred by customers?
4. Do you agree that marketing plays an important role in sale

of LAPTOPS?
□ Yes
□ No
5. What promotional activities do you think can improve the

sale of WIPRO LAPTOPS?
□ Endorsement

Page 68
□ Advertisement
□ Promotion
□ Any
other___________________________________________
6. Do you promote WIPRO by your own?
□ Yes
□ No
7. What problem you face while selling WIPRO laptops?
• ___________________________________________________
• ___________________________________________________
• ___________________________________________________
8. How many LAPTOPS generally you generally sale in a week?
□ 0
□ 1-5
□ 6-10
□ Above 10
9. How many WIPRO LAPTOPS generally you sale in a week?
□ 0
□ 1-3
□ 4-7
□ Above 7

Page 69
10. What
are the reasons that the customers do not prefer
WIPRO?
• ____________________________________
• ____________________________________
11. Onthe scale of 1-7 how would you rate brand image of
WIPRO LAPTOPS?
(1-Best, 2-Very Good, 3-Good, 4-Average, 5-Bad, 6 very bad, 7-

Worst
• ____________________________________
12. Does WIPRO co-ordinate with you in the term of

Logistics?
□ Y
□ N
13. Do you get delivery of Laptop on time… (WIPRO)?
□ Y
□ N
14. How much time does it take to deliver the order?
□ Within a day
□ Within 3 days
□ Within 1 week
□ More than it

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15. What facilities do you required for effective sale of Wipro
laptop?
• ___________________________________________________
• ___________________________________________________
___________________________________________________
Thank You,
(Signature)

Page 71

Dissertation Report On Wipro Ego Series and Distribution Channel

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A dissertation submitted to the faculty of

Gnit College of Mnanagement, Greater

In partial fulfillment of the requirements for the

“Analysis of Brand Image and Distribution channel of WIPRO’s

S. no. Topics Pg. no.

5. Objective of the study 11

GNIT COLLEGE OF MANAGEMENT, GREATER NOIDA.

Although it would be difficult to thank all those who contributed

towards successful completion report yet, it would be unfair on my part

if I don’t thank a selected few.

GNIT COLLEGE OF MANAGEMENT, GREATER NOIDA.

me, without which it would have been impossible to complete this

WIPRO for their help and cooperation during the project.

The faculty members of GNIT-CM continue to have an impact on my

thinking, which help me to complete this project. I would like to give my

heartfelt thanks to Mr. K.K GARG (H.O.D PGDM), Mr. Vivek

Sriwastva who helped me on all stage during project.

I would like to extend respondents equally deserve thanks as their

sincere co-operation led to worthy results.

through all the places of my life.

GNIT COLLEGE OF MANAGEMENT, GREATER NOIDA.

it instilled in me a great deal of confidence and ability to work hard and

thereby facing challenges.

Management education talks of synchronizing the theoretical studies

With practical in the most effective way. The training figure

GNIT COLLEGE OF MANAGEMENT, GREATER NOIDA.

to the students aspiring to accomplish professional insight. It actually

grooms as individuals to find himself fit in the corporate world.

Students eventually come out with much confidence, knowledge and

Matured attitude and outlook.

In today’s competitive world marketing research forms a key player.

To me, it is an orderly and insightful process of thinking about and

events, organization, place, personalities etc. and that motivated me to

Choose this as a specialized subject. This particular process starts with

GNIT COLLEGE OF MANAGEMENT, GREATER NOIDA.

and to identify opportunities to meet the felt or infelt needs.

channels of Wipro’s e.go series laptop in

applause for Indian software exporters, achievements in the domestic market

GNIT COLLEGE OF MANAGEMENT, GREATER NOIDA.

As such distribution concern it is the arrangement of the path by which a semi

finish or finish goods reach to its destination.

opposite direction (from consumer to the vendor). A distribution channel can be

inter-connected (usually independent but mutually dependent) intermediaries

such as wholesalers, distributors, agents, retailers. Each intermediary receives

As such supply chain is a network of facilities and distribution option that

perform the function of procurement of demand of finished goods and finally

GNIT COLLEGE OF MANAGEMENT, GREATER NOIDA.

organisation return on assets than any other business function.

Objective of the Study:-

In this project report of mine I would be focusing my attention on some of the

1) To understand various problems encountered by seller /

distributors in reference to Wipro laptops.

GNIT COLLEGE OF MANAGEMENT, GREATER NOIDA.

to other brands available in the market.

3) To know about the brand awareness of Wipro laptop in the mindset

of customers through distributor/sellers.

4) To have a comparative analysis of distribution channels of Wipro

ego series laptops in Delhi/NCR.

5) To understand the strategy to increase number of seller/

distributors for Wipro’s ego series laptops.

 To position the brand in the mind of dealer/ Distributors.

 Gathering and disseminating relevant information from dealer/ Distributors