India's Most Wanted IT Brands

Continued from page: 5

Sunday, September 17, 2006

Power Conditioning Equipment, Enterprise All-in-Ones

Power Conditioning Equipment

Whether it was top of mind recall or likelihood of purchase, or even current brand ownership, we saw a similar ranking for all the brands. APC followed by Emerson, Numeric, Siemens, etc. The brand persuasion situation is similar across all brands-high top of mind recall, but likelihood of buying not as high. Some of the brands towards the bottom of the graph are slightly better off, but would need to leverage this to gain mass in the market.

When we reach the next level, called the brand pull, then the situation is not very encouraging. None of the brands seem to have much of a brand pull. There are more switch-outs than switch- ins from competing brands. The brand loyalty figures tell us the reason for the same.
CIOs didn't seem to have an answer on which brand to shift to from what they own currently. While 63% of APC's existing customers preferred to remain with APC, another 30% were unsure of which brand to really shift to. The remaining 7% were fragmented amongst the rest of the key brands. Likewise, Emerson enjoyed a brand loyalty of 73%, but another 23% were unsure and didn't have any plans to shift to another brand. The remaining 4% said that they might move to Siemens.

Numeric enjoyed a similar 73% brand loyalty as Emerson, but 9% of its existing customers were likely to move to APC, another 9% to Siemens, and yet another 9% had no idea or plans of shifting. Coming to brand momentum, the situation is similar to that in structured cabling. All brands need to have more momentum in the market to ensure brand retention, increase pull, and attract new customers.

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

On a relative scale, APC enjoys the highest brand momentum and current ownership of all brands. It's followed by Emerson and Numeric in that order.

Enterprise All-in-Ones

The All-in-Ones or MFD market is largely shared by three key players-HP, Canon, and Xerox. The rest of the players like Toshiba, Lexmark and Ricoh had fairly low market penetration in comparison. The trend in this space is that HP has a huge lead over the rest, as expected.

However, brand persuasion is still an issue with HP, Canon, and Xerox. The top of mind recall for these brands is high, but an equal or higher numbers of purchase intentions are lacking. Relatively, HP's slightly better off here as it has an equal ratio between top of mind and intention to purchase in the next six months. Xerox is relatively better off in brand persuasion than Canon as can be seen from the graph.

When it comes to brand pull, Canon and Gestetner are slightly better off than competition. The number of customers switching out from these brands was equal to those switching in from competing brands. HP was at a slight disadvantage with higher switch-outs than switch-ins.
There's no beating HP when it comes to brand loyalty. It enjoys 93% brand loyalty, highest in the segment, with small percentages of its existing customers saying that they're likley to shift to Xerox, Canon and Lexmark.

Xerox needs to watch out from HP, as 8% of its existing customers showed intentions to shift. Canon, on the other hand, needs to be careful, because 17% of its existing customers said that they might move to Xerox in the next six months.

HP continues its stronghold on this market with the highest brand momentum as well as having the largest chunk of the market.

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

Canon needs to work more towards building a higher customer base by encashing on its current speed in the market. Likewise for Xerox, but it needs to pick up more momentum. Lexmark has the momentum, but needs to encash it and build up its user base. Toshiba needs to pick up momentum.

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