Similar to last year this year also we have around 30 brands gunning for the coveted User's Choice Club and only 5 have made it. The overall winner in this segment is HP, which has pipped IBM, which was on the top spot last year. Other members of the club in this segment are Sify, Bharti and Reliance. In our survey HP, at 29%, has the maximum top of mind recall and is way ahead in terms of respondents using it. 41% of participants are using Managed Network Services from HP whereas last year's winner (IBM) is at 17%.
The major reason for HP to be the preferred brand is its pricing and brand value. And when asked about reasons for shifting to HP in future, highest number fo responses were for reliability. When probed further, we found some interesting facts about Bharti. The reliability of their service is a major factor for both participants who are currently using it as well as for those who want to shift to this brand. When we com pared after sales support, last year's winner IBM is still ahead of HP and Bharti.
While analyzing vertical and zone wise dominance, we found HP is dominant in four out of eight industry segments (Discrete Manufacturing, IT/ITeS, Education, and Services). Communications & media and Healthcare verticals are dominated by Sify but its presence in Discrete Manufacturing and IT/ITeS is very low. Bharti is leading in BFSI while Process Manufacturing vertical is dominated by Reliance.
|Users' Choice Club 2010|
|From last year's 3rd position, HP has dethroned the 2009 winner, IBM.|
|Future Brand Preference Reasons|
|Bharti is remarkable on reliability of product while IBM scores decently on the same and after sales support.|
In zone wise brand dominance, HP is leader in three zones except east where IBM is way ahead.
|Brand Loyalty 2010 vs 2009|
|The brand loyalty figures are alarmingly low for even the best brands.|
Among the five members of the User's Choice group, Sify and Reliance are leading in brand loyalty with 82% and 75% participants most likely to retain these brands. The pack leader HP has a brand loyalty of 39%.HP, IBM, and Bharti have seen a decline in their brand loyalty over last year, while Sify and Reliance saw a gain.