by September 2, 2011 0 comments



There’s no unity on the winning brand amongst the two employees segments in this product category. While HP is the favorite IT brand in the 100-499 employees segment, it is IBM that enjoys the top spot in the 500 to 1000 employees category. Other prominent contenders include Seagate and Tandberg in 100-499 employees space and Dell, Seagate, EMC, and HDS in 500-1000 employees category.

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Interestingly, the top of mind recall for data backup hardware is pretty low in both employee segments, with less than 50% of the respondents being able to even recall data backup hardware brands. Having said that, in the 100-499 employees category, HP enjoys the highest ToM recall at 43%, followed by IBM at 17%. In the 500-1000 employees segment, HP enjoys ToM recall amongst a mere 29% of the respodents, followed closely by IBM at 26%. EMC understandably enjoys very low brand recall, because it is a recent entrant in the small and mid-sized enterprise segments. Dell’s situation is similar to EMC’s.

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In the 500-1000 employees space, current owners HP and IBM quote brand value (70% and 84%, respectively) and reliability of product (78% each) as key reasons for making their choice. These are the two key reasons for future likelihood of purchase of these two brands as well. The situation is similar in the 100-499 employees segment. Votes for current ownership as well as future likely purchase remain at less than 50% for initial price and after sales and support.

Coming to brand loyalty, Dell and Seagate enjoy 100% brand loyalty in 500-1000 employees segment, followed by IBM at 92%, and HP at 86%. Some of the respondents currently using HP said that they were likely to shift either to Dell or IBM. In the 100-499 employees segment, HP enjoys 86% brand loyalty, followed by Tandberg closely at 82%.

Click on the image to enlarge

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