by September 2, 2011 0 comments

There’s no winning brand in the 100-499 employee segment in this category, because this segment is still using local and inhouse developed ERP software instead of established brands. So the combined index of such ERP software top the UC club in this segment. The ERP brands, viz SAP, Oracle, MS Navision and Ramco fall after this in the same order. In fact, the top brand in this segment, SAP falls behind local brands by a wide margin. One interesting fact from the results is that though the ToM (top of mind) recall for SAP is highest at 41% in this segment, the number of users who currently own it are only a third of the local players.

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In the 500-1000 employees category, there’s cut-throat competition amongst all brands, with the winner SAP beating Oracle by a tiny margin. Ramco was the only other brand that made it to the club in this segment, but falls behind by a wide margin. SAP enjoys highest ToM recall and current brand ownership at 37% and 29% respectively, with Oracle close on its heels.
In the 100-499 employee segment, Ramco has the highest brand loyalty of 75%. For Oracle, despite having brand loyalty lower than others, it can bask upon the fact that 10% of SAP owners are likely to move to Oracle in near future.

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Why choose Oracle or SAP for ERP? 80% of SAP’s users in 500-1000 employee segment gave product reliability as the key reason, while 82% of Oracle’s users gave brand value as the key reason for their having chosen the brand. Product reliability is also the key reason for 71% of the prospects for SAP, while 62% prospects for Oracle quote brand value as the key reason. In the 100-499 employee segment, all of Oracle’s existing users stand by it for its reliability, while only 80% stand by SAP for the same reason.

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