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India's Most Wanted IT Brands
Continued from page: 11
Sunday, September 17, 2006
PCs
PCs
The classic fight between branded and assembled PCs still continues, and
assembled PCs still have a lead. They have the highest brand momentum and are
ahead by a wide margin. In the branded space, the battle is largely between IBM/Lenovo
and HP-Compaq. Both have similar brand momentum, but HP-Compaq has the advantage
of a higher current ownership. Dell is close behind the heels of these two
brands. HCL, on the other hand, has a slightly lower user base compared to Dell,
but needs to ramp up its activities to build up momentum. Acer, Zenith, and
Wipro are the other three brands that need to build up momentum.
Assembled PCs are still a far more persuasive buy than any PC brand out
there. Of the leading four brands, Dell has relatively higher brand persuasion,
followed by HCL, HP-Compaq and IBM/Lenovo. The brand persuasion index is still
below unity, meaning the number of respondents having top of mind recall are
more than the number that's likely to buy. Some of the other brands that don't
have a high market share, like Zenith, Wipro, Acer, and Apple, all have a higher
degree of brand persuasiveness. But their numbers are too low to pass any
judgments.
While IBM/Lenovo may not have gotten high brand persuasion, its figures in
brand pull are certainly more eye catching. It clocked the highest switch-in
from competing brands, followed by Dell and then HP-Compaq.
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 |
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Highest
top of mind recall: IBM/Lenovo
Highest current ownership: HP-Compaq
Most likely to buy: HP-Compaq |
One trend we've noticed is that brand loyalties are not very high in this
segment. IBM/Lenovo had the highest brand loyalty at 75%. 8% of its existing
users said that they were likely to switch to HP, and another 8% to an assembled
PC. HP-Compaq had 69% brand loyalty, with lots of shifts happening-8% each to
assembled, IBM/Lenovo and Dell; 3% to HCL, and minor shifts to other brands.
Dell had only 65% brand loyalty, with 12% of its existing customers likely to
shift to IBM/Lenovo, 8% to HP-Compaq, and 4% to assembled. HCL had the lowest
brand loyalty of 40%, with major shifts happening to IBM, HP, Dell and
assembled.
|
Brand Switch Matrix |
|
Future |
Assembled |
HP-Compaq |
IBM/Lenovo |
Dell |
HCL |
Acer |
| Current |
|
| Assembled |
44% |
19% |
18% |
12% |
3% |
1% |
| HP-Compaq |
8% |
69% |
8% |
8% |
3% |
|
| IBM/Lenovo |
8% |
8% |
75% |
2% |
|
|
| Dell |
4% |
8% |
12% |
65% |
|
4% |
| HCL |
8% |
8% |
20% |
20% |
40% |
|
| Acer |
|
8% |
23% |
23% |
|
62% |
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