by September 10, 2010 0 comments



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.

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