by September 5, 2008 0 comments



This is another segment without any surprises, as it’s largely dominated by
two players-SAP and Oracle. Out of these, SAP continues its winning streak and
remains the most future ready brand. Close on its heels is Oracle, with a
relative speed of 84.

The interseting thing we’ve obeserved this time is that fewer number of
respondents actually owned ERP software this year, as compared to last year.
However, the number of users likely to purchase ERP is much more than last year.
We suspect it’s because we’ve gone to a lot of sunrise industries this year,
who’re all considering ERP deployment.

Last year, we saw a few other names in the ERP domain while looking at brand
persuasion and momentum. This year, none of them have sufficient votes to make
it to the club. SAP and Oracle are the only two that remain.

They haven’t been able to improve their brand persuasiveness much. Their
brand recall is very high, but only some of it converts into likelihood of
purchase. This is only natural because deciding which ERP to deploy is a
strategic decision that requires a long time. Both brands have are gaining pull
this year, i.e. more users switching into them than switching out.

Brand loyalties across both are pretty high at 71% for Oracle and 63% for
SAP. Brand shifts to others are not very significant, which is obvious for this
category.

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