Software : ERP

In the ERP segment, SAP rules the roost. From our survey the brand comes out

to be a dominant winner to take the top spot in Users' Choice Club 2010. At

distant second is Oracle, followed by Microsoft Navision and Ramco just makes it

to the club.

SAP has the strongest brand presence in all eight industry verticals that we

covered this time. Oracle on the other hand shows strong competition to SAP in

the BFSI segment. In IT/ITeS vertical, there is considerable presence of all

other three brands, i.e. Microsoft Navision, Oracle and Ramco along with SAP.

Besides IT/ITeS, Ramco and MS Navison have weak presence in all other industry

segments when compared to SAP and Oracle.

Users' Choice Club 2010

This segment also has same brands making to the Club like last year and in same order too.

Future Brand Preference Reasons

Users chose reliability of the product as the primary factor to influence their purchase decision.

When asked about the factors that our survey respondents consider while

choosing a particular ERP brand, brand value, product reliability and initial

price were the key factors.

Initial price goes in favor of Oracle, followedby MS Navision, and then SAP.

So, 70% of users who were likely to buy Oracle CRM gave initial price as the

primary reason, followed not behind by MS Navision, but with SAP at a distant

third. Similarly, in product reliability, SAP enjoys a minor lead followed by

Oracle and MS Navision. SAP enjoys the highest percentage of brand name votes

for future brand preference, meaning SAP is reaping the rewards of its brand

name.

Brand Loyalty 2010 vs 2009

Though SAP has highest brand loyalty, MS Navision has been able to get highest increase in loyalty over last year.

Coming to brand loyalty, SAP once again enjoys the highest brand loyalty with

70% of its existing customers likely to stay with it in the future as well. SAP

is followed by Microsoft Navision at 62% and then Oracle at 58%. This is

interesting because one would have expected loyalties to be very high in this

segment considering that ERP incurs significant investments in financial as well

as process re-engineering.

All three brands have gained brand loyalty over last year by healthy margins.