Enterprise Hardware : Power Conditioning Equipment

APC scores unprecedented relative index scores across Users' Choice Club,

vertical presence and geographical zone dominance indices. The other players

that have made it to the club this year are Emerson (Liebert), Numeric/Merlin

Gerin, and DB Power. The TOM recall and current brand ownership for APC was the

highest in the segment with 54% respondents, and a good 55% ownership,

respectively. Emerson (Liebert) and Numeric/Merlin Gerin remain consistent in

maintaining their 2nd and 3rd positions from the previous year, scoring a decent

12% and 16% TOM Recall, respectively.

Talking about industry vertical dominance, APC tops the charts for all

verticals followed by Emerson (Liebert), which dominates Numeric/Merlin Gerin in

IT/ITeS, health-care, education and services sector, the latter being more

prominent in discrete manufacturing, process manufacturing, BFSI and

communication media. DB Power holds a strong brand perception in the health-care

and discrete manufacturing verticals, being second just to APC. Geographically,

north and east are the zones where APC has shown unrivalled prowess. The west

and south zones are where Emerson (Liebert) and Numeric/Merlin Gerin possess

significant interest amongst buyers.

Users' Choice Club 2010

APC is the unprecedented winner of the category.Compact, a major player last year, missed out this time.

Future Brand Preference Reasons

APC scores lowest in after sales support/service. Numeric/Merlin Gerin is balanced across all reasons.

While 75% exclaimed reliability of product as a major reason for choosing APC

as their preferred brand for future, 25% found after sales support/services as

the reason for the same. Talking about Numeric/Merlin Gerin, 77% showed interest

in owning the brand in future for its brand value and an approximate 70% for its

after sales support/services.

Brand Loyalty 2010 vs 2009

Analysing brand shift pattern, 33% Emerson (Liebert) and 30% Numeric/Merlin Gerin owners intend to move to APC.

APC holds 72% respondents for its brand loyalty, whereas 33% Emerson (Liebert)

and 30% Numeric/Merlin Gerin owners intend to move to APC in future. DB Power,

too, expects a significant shift-out of 20% towards APC in the near future.