1. CHAPTER 1
INTRODUCTION
1

2. INTRODUCTION
TO
HINDUSTAN COMPUTERS LIMITED (1.1)
The 35 year old enterprise, founded in 1976, is one of India's original IT garage start ups. Its
range of offerings span R&D and Technology Services, Enterprise and Applications
Consulting, Remote Infrastructure Management, BPO services, IT Hardware, Systems
Integration and Distribution of Technology and Telecom products in India. The HCL team
comprises 90,000 professionals of diverse nationalities, operating across 31 countries
including 505 points of presence in India. HCL is a leading global Technology and IT
Enterprise with annual revenues of US$ 6.2 billion.
2

3. HINDUSTAN COMPUTERS LIMITED – TIMELINE
3

4. 4

5. HINDUSTAN COMPUTERS LIMITED
DIVISIONS
5

6. HCL INFOSYSTEMS LIMITED (1.2)
ABOUT THE COMPANY - A listed subsidiary of HCL is an India-based hardware and
systems integrator with a focus on emerging markets. It has a presence in 170 cities and 505
points of presence reaching 4000 towns throughout India and operations in emerging markets
including South Asia, Middle East & Africa. It has a strong distribution network of 93,000
outlets in over 9,000 towns in India. Its manufacturing facilities are based in
Chennai, Pondicherry and Uttarakhand. It is headquartered at Noida.
It is one of the pioneers in the Indian IT market, with its origins in 1976. For over quarter of a
century, we have developed and implemented solutions for multiple market segments, across a
range of technologies in India. We have been in the forefront in introducing new technologies
and solutions.
India's premier information enabling and integration company offers its customers technology
solutions across multiple platforms. It has partnerships with some leading global player like
Intel, Toshiba, HP, Ericsson, Microsoft, Nokia and Sun Microsystems among others.
HCL TECHNOLOGIES LIMITED (1.3)
6

7. ABOUT THE COMPANY - Formed in 1991 when HCL's R&D business was spun off to focus on
the growing IT services industry. They have decided to vast their features in Information
Technology all over the world. During last 20 years, HCL has expanded its service portfolio in
IT applications (custom applications for industry solutions and package implementation), IT
infrastructure management, and business process outsourcing, while maintaining and
extending in product engineering.
HCL Technologies is one of those seven companies. What has been the source of HCL’s
success during this period of economic turmoil? A combination of technical expertise and an
innovative management philosophy that unleashed the innovative thinking of empowered
employees.
As a $4.2 billion global company, HCL Technologies brings IT and engineering services
expertise under one roof to solve complex business problems for its clients. Leveraging our
extensive global offshore infrastructure and network of offices in 26 countries, we provide
holistic, multi-service delivery in such industries as financial services, manufacturing,
consumer services, public services and healthcare.
MISSION (1.4) – The Company has direct customer services centre across 160 locations
and two ISO 9001 certified state-of-the-art manufacturing facilities. With a mission to provide
world-class information technology solutions and services to enable its customers to serve
7

8. their customers better, HCL Infosystems is forever setting new standards of IT in the country.
We enable business transformation and enrichment of lives by delivering sustainable world
class technology Products, Solutions & Services in our chosen markets there by creating
superior shareholder value.
VISION - A global corporation enriching lives and enabling business transformation for our
customers, with leadership in chosen technologies and markets. Be the first choice for
employees and partners, with commitment to sustainability.
8

9. CHAPTER II
RESEARCH OBJECTIVES
&
RESEARCH METHODOLOGY
RESEARCH OBJECTIVES (2.1)
I joined HCL CDC LIMITED, KOLKATA as an intern on 16th day of June, 2012. I worked in
the Marketing Department of HCL CDC and my profile was Collection of Data, making an
9

10. analysis for the Company, finding out the Opportunity and threats, and giving them a
better suggestion.
The objectives of the Executive Training at HCL (CDC Ltd.) are:
1. To identify the working of the organization.
2. To conduct an exhaustive analysis of the marketing department.
3. To build a good rapport with the company’s staff.
4. To do a practical and live observation of the work place.
5. To understand the attitudes and behaviour of the customers.
RESEARCH METHODOLOGY (2.2)
RESEARCH DESIGN:
10

11. • Determined the Information Sources: The researchers gathered data through
secondary sources and primary sources.
• PRIMARY DATA is collected through questionnaire,
search and research through place where today’s computer has been mostly used.
• SECONDARY DATA is obtained through magazines, newspapers, journals, and
websites and from other approaches.
DATA COLLECTION
The main data for the research was collected from primary data, direct questionnaire, and
direct interview. Other than general use of primary data some other forms of data collection
were used. The other main methods that were used for collecting data were secondary data
which include internet, news paper article, books etc.
The main tools that were used for the research purposes are:
• Primary Data
• Secondary Data
• Direct questionnaire
• Direct Interview
• Observational
Developed the research frame:
This includes deciding upon various aspects for the project on
which the entire research is based.
Nature of Study:
The project on which the researcher worked is descriptive and inferential in nature.
Data Source:
11

12. The researcher took the help of both primary as well as secondary sources. Secondary sources
being interaction with various IT people of the selected and has been chosen for the research
by the researcher. Secondary sources being the internet as the medium and the official sites of
the companies of IT sectors and corporate selling and feedback of HCL CDC.
Instrument Used:
The researcher used a Questionnaire cum schedule for market research for both the segments
horizontal and vertical. The Questionnaire was prepared by the researcher and Schedule was
provided by the company in which the researcher did its research report.
LIMITATIONS OF THE RESEARCH STUDY (2.3)
12

13. 1. The data collected was completely dependent on respondent’s view which could be biased
in nature.
2. Sometimes respondents do not provide any response or gives a partial response. The reason
being lack of knowledge or unwillingness to answer.
3. The sample size is small and it may not represent the whole population.
4. There is a huge time constraints and lots of task needs to be accomplished like preparing
reports, conducting surveys and spend time in the office to gain knowledge.
CHAPTER - III
ORGANISATIONAL PROFILE
13

14. HCL CAREER DEVELOPMENT CENTRE (3.1)
14

15. COMPANY PROFILE - A Division of HCL Infosystems Limited carries forth a
legacy of excellence spanning across more than three decades. HCL CDC is an initiative that
enables individuals and organisations to benefit from HCL's deep expertise in the IT space.
The Company has ventured into the field of IT training with an objective to meet the
increasing demand for professionals across the country.
Among the fastest growing IT education brands in India, HCL CDC offers a complete
spectrum of quality training programs on software, hardware, networking as well as global
certifications in association with leading IT organisations worldwide.
Empowered with strategic alliances with leading IT organisations in India and abroad, HCL
CDC training solutions cater to diverse consumer profiles including individuals, enterprises,
academic institutions and Government enterprises.
Its alliance with leading IT corporations such as Microsoft, Red Hat and Oracle provides us
with valuable inputs for augmenting our curriculum as well as in adopting global best practice
in IT education. Our training solutions are designs to help you stay competitive today as well
as in the future.
WHAT MAKES HCL CAREER DEVELOPMENT CENTRE DIFFERENT
FROM OTHER IT TRAINING INSTITUTES?
15

16. HCL CDC  IT’S A TOUGH WORLD; WHY NOT ARM YOURSELF
WITH A FEW ESSENTIALS SKILLS.
16

17. STUDENTS @HCL CDC FIND CAREER IN THE THINGS THEY
LOVE.
WHY HCL CAREER DEVELOPMENT CENTRE IS WELL KNOWN
ROUND THE GLOBE?
17

18. TRAINED – GROOMED – CERTIFIED - PLACED
18

19. TARGET GROUPS
19

20. TOP COMPETITORS
20

21. 1. CMC ACADEMY
2. BRAINWARE
3. JETKING
4. NIIT
21

22. CHAPTER – IV
INTRODUCTION ON PROJECT
“MARKETING STRATEGIES OF HCL
CAREER DEVELOPMENT CENTRE”
INTRODUCTION ON PROJECT
22

23. PROJECT TITLE (4.1)
“MARKETING STRATEGIES OF HCL CAREER DEVELOPMENT CENTRE” - This
title tell me about HCL that how much market it
has because it includes the competitive study of all the IT Institutes, those are providing the
same course and have a very good reputation in market. I choose this title because I want to
study the market share of HCL and where it stands.
In IT education it has been said that if education is a kingdom then Students is its king.
Education involves only servicing to students, so satisfying them ultimately makes the
business more profitable.
MARKET RESEARCH
To Study the Marketing Dynamics and how much market share cover by HCL career
development centre.
Phase 1:
The objective of phase 1 is to collect data from the designated area/market and competitor
Analysis
Phase 2:
Collection of data from market, my regular target of data collection is 40 data per day from the
market.
Phase 3:
In competitor analysis, I have to find out the competitor of HCL CDC in Kolkata and their
marketing strategy.
SURVEY RESEARCH
23

24. A survey research is defined as the method of collecting information by asking a set of pre
formulated questions in a predetermined sequence in a structured questionnaire to a sample
of individuals drawn so as to be representative of a defined population. These questionnaires
are administered to an individualor a group of individuals through interviews. Typical survey
objectives involve describing or learning from an on going activity by studying the changes in
behavioural patterns of the subjects of interest to the researcher.
• Plan for achieving the same with weekly time lines.
• I have to collect the data from 280 customers (students) in a week.
• I will get fill the form of students those are interested in HCL CDC Hardware, software
networking, courses.
• I will try my best to achieve the weekly target and above the target.
Identification of segments:-
My customer segments are of two types:
I) Technical students (those students they are doing or done Engineering and any technical
courses.).
II) Non technical students (those students they are 12th Passed and graduate in any stream or
those are pursuing graduation.
PLAN ON HOW TO APPROACH SEGMENTS:
24

25. My plan for how to reach the target customers are as follows:-
• I have door to door contact with the customers.
• I have contact with many educational institutes for contact to students.
• I have organized the seminar with my group at the schools and college campus.
• I have use reference to reach the customers.
(4.2)
25

26. Marketing strategy is a process that can allow an organization to concentrate its limited
resources on the greatest opportunities to increase sales and achieve a sustainable competitive
advantage. Marketing strategy includes all basic and long term activities in the field of
marketing that deal with the analysis of the strategic initial situation of a company and the
formulation, evaluation and selection of market oriented strategies and therefore contributes to
the goals of the company and its marketing objectives.
Marketing strategies serve as the fundamental underpinning of marketing plans designed to fill
market needs and reach marketing objectives. Plans and objectives are generally tested for
measurable results. Commonly, marketing strategies are developed as multi-year plans, with a
tactical plan detailing specific actions to be accomplished in the current year. Time horizons
covered by the marketing plan vary by company, by industry, and by nation, however, time
horizons are becoming shorter as the speed of change in the environment increases. Marketing
strategies are dynamic and interactive. They are partially planned and partially unplanned.
Marketing strategy involves careful scanning of the internal and external environments.
Internal environmental factors include:
• The marketing mix,
• Performance analysis and
• Strategic constraints.
External environmental factors include:
• Customer analysis
• Competitor analysis
• Target market analysis as well as evaluation of any elements of the technological,
economic, cultural or political/legal environment likely to impact success. A key
component of marketing strategy is often to keep marketing in line with a company's
overarching mission statement.
Once a thorough environmental scan is complete, a strategic plan can be constructed to
identify business alternatives, establish challenging goals, determine the optimal marketing
mix to attain these goals, and detail implementation. A final step in developing a marketing
26

27. strategy is to create a plan to monitor progress and a set of contingencies if problems arise in
the implementation of the plan.
PROCESS OF MARKETING STRATEGIES (4.3)
27

28. One of the main reasons small businesses fail is due to ineffective marketing. Developing a
marketing plan is the first step to ensuring one doesn’t become the failure statistics. HCL
CAREER DEELOPMENT CENTRE followed and developed a simplified marketing plan for
28

29. its businesses that remove the guesswork about what it absolutely need to know to market its
business.
There are eight steps to developing a solid marketing Strategy followed by HCL CAREER
DEVELOPMENT CENTRE:
• Define your vision and goals: Start with a vision that describes what you want your
business to be. The vision should inspire, energize, motivate and stimulate your
creativity. Define goals you would like to accomplish in a 12 month period. Your goals
set the direction you want to take with your marketing activities. Do you want to create
visibility for your company? Are you trying to generate demand for your services? Do
you want to establish yourself as the expert in your field? Your goals need to be
SMART: specific, measurable, achievable, relevant and time-based.
• Understand your ideal client and competition: Determine what motivates your ideal
client, what causes them pain, and why they would be interested in buying from you.
Then determine how you are different from your competition and how you want to be
viewed by your target. Highlight why you are different and what value you offer to your
clients.
• Develop your core message: Your core message is a short description of your business
that enables prospective buyers to know who you work with and what value you bring
to the relationship. It conveys this message in a manner that literally attracts the right
customers to you. A good core message projects what makes you unique and a benefit
to your ideal client.
• Identify your brand identity and apply it consistently across all of your marketing
efforts: You may need to define your personal brand and your corporate brand
depending on your business. In either case, your brand should fit your personality and
help get you noticed.
• Determine marketing strategy and budget: Identify the strategies you will use to
achieve your goals. First you need to determine what media channels you will use –
traditional or new media. Then you select which strategies you will choose: advertising,
direct marketing, public relations, events, word of mouth, and strategic alliances. The
types of marketing you choose within your strategy will depend on your unique
requirements. Your budget will help you determine your cash flow by mapping the
budget needed for your sales tools and each marketing strategy you decide to use.
29

30. • Identify activities for each strategy: Your activities should be selected so they
accomplish your goals, reach your ideal client, make sense for your business, can be
executed regularly and effectively, and are affordable.
• Create your sales tools to support the tactics: These tools can include business cards,
brochures, a web site or blog, white papers, testimonials, or promotional items.
• Execute track and measure results: The last process of marketing strategy will be
execution of the said plan and then monitoring it effectively for better results.
30

31. DIFFERENT MARKETING STRATEGIES ADOPTED BY HCL CAREER
DEVELOPMENT CENTRE (4.4)
31

32. After Continuous interaction with our marketing experts at HCL CAREER
DEVELOPMENT CENTRE, we found out that commitment to develop
business marketing strategies is tough. There are plenty of other obligations vying for our
attention it is tempting to push formal strategy development towards the back burner. Giving
into that temptation, however, means putting your company in a disadvantage. Marketing
strategies help point you towards the very best marketing programs for the business. Without
strategies, you risk becoming unfocused in your marketing efforts, choosing programs that
don’t support general strategies. To be best, your marketing strategies ought to be integrated
into your marketing plan (which in turn should be area of the business plan). By integrating
strategies to your overall company plans, you can better achieve business objectives.
Additionally, with time this will result in more consistent decision-making through the
organization. Integrating marketing strategies into the marketing plan.
An advertising and marketing plan is similar in structure to some strategic business plan,
however with a narrower focus. Marketing plans include overall objectives; marketing
strategies; and marketing programs, each progressively narrower in scope.
– The aim addresses the large picture and sets a dark tone for the strategies. In general terms,
your marketing plan objective answers the question “How am i going to overcome my main
marketing challenge(s)?” If your clients are a new Web-based business, for example, a
primary challenge might be determining how to use your internet site to higher build client
business. An objective, therefore, may be “To enhance online client service in addition to
build site awareness and interest with clients.”
– Marketing strategies support your objective. The techniques define general approaches
you’ll decide to try meet your objective. For example, marketing strategies to offer the above
objective could include:
1) Improving online communication, information, and education.
2) Building understanding of and interest in your organization on the web, and three
communicating the Website’s existence and advantages to existing clients.
– Programs would be the things you will do to bring your marketing ways of life. Programs
for strategy 2 within the above example (improving online communication, information, and
education) could include:
1) Sharing experience and observations inside your industry through participation being
debated boards.
32

33. 2) Offering an email newsletter.
3) Listing/submitting your website to targeted search engines and directories.
By keeping your business marketing strategies in mind while you initially choose marketing
programs, then making adjustments throughout every season according to those strategies, you
build a better foundation that your business can grow.
33

34. OFFLINE CUM ONLINE MARKETING STRATEGIES OF HCL CAREER
DEVELOPMENT CENTRE (4.5)
34

35. “Study Finds Inbound Marketing Leads Cost Far Less than Leads Generated
by Outbound Marketing” (4.6)
A recent study found inbound lead generation to be far more cost-efficient than outbound
marketing strategies. The study was completed by 167 professionals involved in their
business’ marketing strategy. They consisted of business owners, entrepreneurs, executives,
and sales people in businesses of all sizes. Almost ¾ of the companies were involved in the
business-to-business sector and were involved in business or professional services.
Respondents spent about 37% of their lead generating budgets on inbound marketing
techniques and about 30% of the budges on outbound techniques – such as direct mail, trade
shows and telemarketing.
The findings indicate that companies spent about $84/per lead using the inbound marketing
techniques and a whopping $220/per lead using outbound marketing techniques.
The average lead generation budget spending is illustrated in the following example:
The inbound marketing cost per lead advantage held true across businesses of all different
sizes (small, medium and large) and types (professional services, technology, etc.) Dollars
spent on trade shows were the least effective, where dollars spent on social media – especially
blogs –were most effective.
More than 48% of companies surveyed say they publish a company blog and nearly three
quarters of bloggers indicate the blog is updated weekly.
The most important question business owners need to answer these days is “How do my
customers make purchasing decisions and what are the most effective ways to positively
influence them during the process?”
Businesses agree that direct mail, trade shows and telemarketing channels are becoming less
attractive – in part due to the expense, and in part due to overall effectiveness. The channels
on the rise are Blogs and Social Media, and organic Search Engine Optimization — not only
are these channels less expensive, their reach is greater and the ability to establish
relationships is far more beneficial.
In the following chart, you can see which channels generate the bulk of the leads.
35

36. Savvy businesses are finding they can spend money on the lower end of channel advertising
(inbound marketing), to receive a higher percentage of leads. Additionally, the study found
that leads that come in to the business through PPC, SEO and social media are more targeted
leads and are likely to have a higher lifetime value.
36

37. CHAPTER – V
DATA ANALYSIS & INTERPRETATIONS
37

38. DATA ANALYSIS AND INTERPRETATIONS
1. Do you think IT Education Industry is flourishing?
NUMBER OF RESPONDENTS: 130
A research showed that 88% people still believe that IT Education Industry is growing rapidly
and will continue to prosper in future while remaining 12% hold negative views about it
because of recession and fall in Indian economy.
38

39. 2. Which is the Best IT Training Institute?
NUMBER OF RESPONDENTS: 130
A research showed that maximum number of students prefers to study from NIIT – THE
TURNING POINT followed by HCL Career Development Centre.
39

40. 3. Where did you get to know first about HCL CDC?
A research conducted by HCL Career Development Centre showed that maximum attraction
comes from Television Ads, Internet, and Newspapers and so on.
40

41. 4. Which one factor would you consider to be the most important one in considering
HCL CDC the best IT TRAINING INSTITUTE?
On the basis of internal cum external research, we found out that all the above shown points
are necessary for IT TRAINING INSTITUTE.
41

42. 5. Which Course is more popular and demanded in the current IT market?
On the basis of internal cum external research, we found out that software courses are very
popular and has a good scope in IT Industry.
42

43. 6. Which kind of Course students prefer for study?
On the basis of internal cum external research, we found out that students always prefer for
short term courses, reason being high low structure and lesser time span. For long term
courses, HCL Career Development Centre offers Payments in instalment and other financial
help as and when required.
43

44. 7. Do you think HCL CDC will continue to prosper in future?
External / Internal Research
As IT Education Industry is growing rapidly, therefore there is a very high chance of HCL
Career development centre to boom in the upcoming future.
44

45. 8. On a scale of 1 to 10, how would you rate the following facilities provided during your
course period?
Internal Research showed that to deliver a quality education in IT, the company should be well
versed and equipped with all the important facilities.
45

46. 9. What according to you is mostly needed in IT Training Institute?
Internal Research showed that the IT Education Industry should have everything in hand ready
to make a professional move in Global IT world.
46

47. QUESTIONNAIRE (5.1)
I am a student of Regent Education and Research Foundation, Kolkata pursuing MBA in
Marketing. As a part of my curriculum, I am conducting a survey for the project work that is
intended to complete in partial fulfilment of the said degree. Would you be kind enough to
spare sometime and fill up the following questionnaire pertaining to your experiences in the IT
Education industry? I assure you that the responses would be kept confidential and used for
academic purposes only.
1. Do you think IT Education Industry is flourishing?
YES
NO
Any Other Comments (Please Specify)
2. Which is the Best IT Training Institute?
IIHT
JETKING
CMC
BRAINWARE
APTECH
HCL CDC
NIIT
Other’s (Please Specify)
3. Where did you get to know first about HCL CDC?
Hoarding and Banners
Internet
47

48. Friends/ Relatives
Television ADS
Other’s (Please Specify)
4. Which one factor would you consider to be the most important one in considering HCL
CDC the best IT TRAINING INSTITUTE?
Global Alliance
Brand Name
Experienced Faculty
Infrastructure
Placements
5. Have you done any IT related Courses earlier?
YES
NO
6. Which kind of Course are you interested in?
Hardware
Software
Database
Soft Skills
Other’s (Please Specify)
48

49. 7. Which Course would you prefer for study?
LONG TERM
SHORT TERM
8. Have you done any Courses from HCL CDC?
YES
NO
9. (If Yes) Can you recall anything at all about HCL CDC which particularly pleased you
during your course period?
Please Specify
……………………………………………………………………………………..
10. Did the faculty complete the course on time?
YES
NO
11. Do you think HCL CDC will continue to prosper in future?
YES
NO
12. On a scale of 1 to 10, how would you rate the following facilities provided during your
course period?
49

50. LAB FACILITIES
STUDY MATERIALS
INFRASTRUCTURE
AMBIANCE
PLACEMENT ASSISTANCE
INTERNET CONNECTION
13. What according to you is mostly needed in IT Training Institute?
Experienced Faculty Members
Updated Technology
Strong manpower
Infrastructure
Alliances with Global Partners
All of them
THANK YOU FOR YOUR TIME
50

51. CHAPTER – VI
CONCLUSIONS
&
SUGGESTIONS
51

52. CONCLUSIONS AND SUGGESTIONS
Based on the above comparison and analysis, the following conclusions can be pointed out:
The organisation should design and develop the training and placement programs completely
based on the need and requirement of the candidate. The organisation respects meritorious
candidates. Undoubtedly, the organisation should devote towards the improvement of the
quality of the training and placement programs to build a good image among the existing
trainees.
According to survey, researcher got that most of the students were interested in computer
education. Most of them were undergraduate and were seeking to boom their career in IT
Industry.
On the basis of the study, it was concluded that most of the potential customers were
interested in Software courses and they wanted to join such program immediately. It was also
found that there was very stiff competition among different IT training institute offering
similar courses with a difference. The most important aspect that could be pointed out that
most of the customers wanted short term courses and part time courses. It was found that HCL
CDC is well known all over the globe and customer preferred this brand for better quality of
learning. Therefore it is essential for the organisation to sustain its quality training program.
52

53. CHAPTER – VI
BIBLIOGRAPHY
53

54. BIBLIOGRAPHY
BOOKS
 Kothari, C.R, 2008, Research Methodology, second revised edition, New age
International publisher, New Delhi, Page Number 5, 8, 37, 39.
 Kotler, Philip & Keller, Kevin Lane, 2009, Marketing Management, 13th Edition PHI
Learning Private Limited, New Delhi.
WEBLIOGRAPHY
 http://www.hcl.in ( Organisational Profile )
 http://www.hclcdc.in/homepage.htm ( Product and competitors of HCL CDC )
 http://www.hclinfosystems.in/ ( Company profile, Mission & Vision )
 http://www.hcltechnology.in/ (Company profile)
 www.hclcdc.org/ ( Marketing strategies of HCL Career Development Centre )
54

55. 55