India's Most Wanted IT Brands...

DVD Combo Drives, Hard Drives, LCD Monitors, Motherboards

Sunday, September 17, 2006

DVD Combo Drives

Sustaining the momentum in this high volume, low margin market is quite a challenge. The brand that has the highest momentum when it comes to DVD Combo drives is Sony, followed by Samsung and then LG. Other brands that make an appearance here are Creative, Iomega and Philips.

Interestingly, there's still one player in this category that has perhaps stopped selling optical drives in the market. That company is Creative, which was one of the initial companies to enter this space. It's surprising to see the momentum this company has created in the market for so many years.

Iomega, on the other hand, seems to have a lower current ownership, but still high on momentum. 

In fact, Iomega still has a high persuasion value. It has lost a little bit of mind space, but the likelihood of users buying is still high, meaning the brand is still persuasive. Creative is another brand that's high on persuasion. Sony and LG are also in a similar position with a higher top of mind recall and more people likely to buy them. Samsung is a little less persuasive compared to the others and is sitting just on the diagonal as can be seen in
the graph.

Of all the brands, Sony enjoyed the maximum brand pull. More users prefer to shift to Sony from any other competitive brand than users moving away from it. All the remaining brands also showed a healthy brand pull from competing brands, but nearly in similar ratios. Being such a fast moving market, this is bound to happen. This can be clearly seen from the brand shift matrix.

Highest top of mind recall: Samsung Highest current ownership: Samsung Most likely to buy: Sony

None of the brands other than Sony have a brand loyalty of greater than 70%. All these brands seem to be losing part of their existing customers to other competing brands. Sony was the only brand to have a brand
loyalty of 90%.

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