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India's Most Wanted IT Brands...
Continued from page: 2
Sunday, September 17, 2006
LCD Monitors
LCD Monitors
This is an action packed segment with lots of brands fighting it out, and
even more interesting is the fact that around 50% of the respondents don't
even own an LCD monitor. This shows the potential of this category. Samsung has
the highest brand momentum of all the brands, with LG close on
its heels, followed by Sony and ViewSonic.
LG, Sony and IBM/Lenovo seem to be amongst the most persuasive brands with
more users wanting to buy them than those having these on top of mind. They
definitely need to leverage this positioning.
Samsung, on the other hand, has a slightly lower brand persuasion index as
the ratio of people wanting to buy and people having it on top of their minds is
lower. NEC, Microtek, Sharp, Benq and HCL have a lower likelihood of buying than
top of mind recall.
While people have heard of these brands, but more action is required from
these vendors to persuade the users to buy them. Sony is enjoying the maximum
brand pull from competing brands, followed by LG. Besides these, other brands
like Samsung, HP-Compaq, IBM/ Lenovo, Philips, Apple, Acer and Benq are some
other brands with more switch ins happening from competition than switch out.
HCL, on the other hand, needs to be more careful as it's having more users
switching out than switching in.
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 |
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Highest
top of mind recall: Samsung
Highest current ownership: Samsung
Most likely to buy: Samsung |
Coming to brand loyalty, LG enjoys it the maximum at 77%. While it faces risk
of losing its existing customer base to all other leading brands, the threat is
highest from Sony and HP-Compaq. Sony is next with a brand loyalty of 75%, and
also faces risk from four other players. HCL, on the other hand has the lowest
brand loyalty, losing out at least 50% of its existing customers to Samsung.
HP-Compaq, IBM/Lenovo, and Philips all have a brand loyalty of less than 40%.
Acer is sitting at 60% brand loyalty.
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Brand Switch Matrix |
|
Future |
Samsung |
LG |
Sony |
HP-Compaq |
IBM/Lenovo |
Philips |
Acer |
HCL |
| Current |
|
| Samsung |
67% |
14% |
6% |
4% |
7% |
2% |
|
1% |
| LG |
2% |
77% |
7% |
5% |
2% |
2% |
2% |
|
| Sony |
6% |
6% |
75% |
|
|
6% |
6% |
|
| HP-Compaq |
24% |
18% |
9% |
39% |
6% |
|
|
|
| IBM/Lenovo |
23% |
8% |
8% |
|
38% |
15% |
8% |
|
| Philips |
33% |
|
11% |
22% |
11% |
22% |
|
|
| Acer |
20% |
13% |
|
|
|
|
60% |
|
| HCL |
50% |
20% |
10% |
10% |
|
|
|
10% |
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