Enterprise Hardware : MFDs

Year after year in a row, HP and Canon have retained not only the top two

slots but also a significant chunk when it comes to TOM Recall and Current Brand

Ownership. This year too, HP and Canon, together took on a significant 93% chunk

of the segment in TOM recall (HP: 75% & Canon: 18%) and Current Brand Ownership

(HP: 80% and Canon: 13%). HP continues its winning streak in this segment.

Talking about the industry vertical prominence, HP has emerged as the leader

in all categories and that too with wide margins to its closest competitor. The

dominance of HP is spanning across all the four geographical zones. While Canon

as a brand is most visible in health-care vertical (relative index score: 51),

it appears almost insignificant across other industry verticals and geographical

zone presence as compared to HP.

Users' Choice Club 2010

HP & Canon have retained their last year's positions. Canon has seen a rise in TOM Recall (11% in 2009 to 18% in 2010).

Future Brand Preference Reasons

HP leads when it comes to brand name, reliability of product & initial price but loses on after sales support & service.

When asked about the reasons for owning HP as the current brands for the MFD

segment, 76% responded for the reliability of the product and 72% for the brand

name. In the case of Canon, 64% responded for the initial price and 41% for

after sales support/services as the reasons for their current ownership of the

brand. Both the figures are higher than those for HP. The percentage of

respondents on reasons for future brand preference remains more or less the

same, exception being the percentage of respondents for picking-up Canon for its

initial price, a dip from 64% for current to 27% for future brand preference

reason.

Brand Loyalty 2010 vs 2009

Both HP & Canon have experienced a brand loyalty rise. However, Canon is expecting a shift-out of 10% towards HP.

The brand loyalty factor is a good 86% for HP and the significant 11% share

expected to migrate is still undecided about which brands to be a better option.

In case of Canon, 59% brand loyalty is complemented by a 10% share making a

straight expected shift-out towards HP and the rest 31% remain still undecided.

Both HP and Canon have seen a gain in brand loyalty over last year.