Enterprise Hardware : Laser Printers

The laser printers category is a new entrant to the enterprise hardware

segment. The brands that have made it to the Users' Choice Club are HP, Canon

and Xerox. HP emerges the winner with a remarkable 80% top of mind recall and

also boasts of 85% current ownership amongst respondents. Canon, on the other

hand, has a top of mind recall of just 11% which is still quite significant as

compared to other brands available in the market, say, Xerox, Samsung and Epson.

A dive into the industry vertical survey statistics reveal that HP is

undoubtedly the winner across all verticals with Canon holding significant share

across discrete manufacturing, BFSI, IT/ITeS and communication media. Even

geographically, HP is prominent across all four zones while Canon has more

visible prominence in the south and west zones with relative index scores of

approximately 34% and 72%, respectively. Talking about Xerox, its prominence

across most of the industry verticals is negligible with some visibility in

communication media. It is majorly noticeable in the west zone only.

Users' Choice Club 2010

HP takes a huge lead over Canon, and Xerox trails behind by a wide margin

Future Brand Preference Reasons

HP scored higher for its brand appeal and reliability. Canon scored higher on initial price and after sales support.

In future brand preference, HP scored higher for its brand name and

reliability, with 63% and 77% respondents, respectively, endorsing the same. Au

contraire, Canon scored higher on initial price and after sales support/services

(71% and 41%, respectively).

Brand Loyalty 2010 vs 2009

HP continues to enjoy very high brand loyalty, followed by Canon and then Xerox.

For brand loyalty, HP came on top with 91% with a mere 4% expected shift-out

towards Canon. On the other hand, Canon has a brand loyalty of 60% with 5%

expected to migrate to HP as their future preference. A substantial 30% Canon

owners still remain undecided about their future brand preference. It would be

interesting to see if other players (say Xerox and Epson) can bring about some

significant brand shift patterns in the coming years.