by September 2, 2011 0 comments



APC is the unprecedented brand of choice in the Users’ Choice club across both employee segments. In fact, APC has enjoyed the top spot in all our surveys in the past as well, even when we were reaching out to large enterprises. The brand enjoys highest ToM recall amongst respondents in both employee segments, 42% in 100-499 employees, and 55% in 500-1000 employees segment.

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Other players that have made it to the club are Emerson (Liebert), Numeric/Merlin Gerin and Su-Kam. Dominance of the winning brands in both the employee segments, reveal a competitive market in which other players are finding it challenging to make their presence felt. While Siemens enters the league confidently this year at third spot in the 100-499 category, DB Power just makes its presence felt at fifth position in large enterprise space. The most aggressive new entrant this year is Su-Kam, which positions itself strong in both enterprise segments. Besides, it has the highest current brand ownership after APC at 11% for SMEs.

In the 100-499 employee enterprises, customers currently using APC power conditioning equipment give product reliability as the reason, while Emerson’s current users chose the brand for its brand value. The trend is similar for users likely to buy these two brands in the future also. In the 500-1000 employee enterprises, highest percentage of votes go to product reliability for both brands.

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Coming to brand loyalty, Siemens is the only brand to enjoy 100% brand loyalty amongst its users in the 100-499 employee enterprises, followed by APC, Su-Kam, Numeric/Merlin Gerin, and Emerson. In 500-1000 employee enterprises, APC enjoys the highest brand loyalty, followed by Su-Kam.

It would be interesting to see how things pan out next year, with Su-Kam becoming such a strong contender, and Emerson having acquired DB-Power this year.

Click on the image to enlarge

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