by November 7, 2009 0 comments

Here’s another segment that’s cluttered with a lot of players. Our
survey reported around 30 brands offering managed network services. Out of
these, eight made it to the Users’ Choice club. The award in this segment goes
to IBM. Not far behind at second place is Wipro. Interestingly, this segment has
a mix of pure play telecom players as well as large MNCs. Interestingly, while
IBM is the overall winner, HP received the highest top of mind recall votes. IBM
won because it had higher votes in all other parameters.

Across industries, IBM had the highest brand perception in IT/ITeS,
communication media and services industries, while maintaining a decent score in
process manufacturing segment. It needs to pay more attention in the remaining
industries, especially process manufacturing. Wipro had the highest brand
perception in education and discrete manufacturing, but needs to be more careful
in the IT/ITeS segment. HP enjoys good presence in BFSI, and services sector,
but needs to pay more attention to the remaining sectors, especially healthcare,
education, and process manufacturing.
Region wise, IBM had the highest brand perception in south, moderate presence in
west, and low in the remaining two regions. HP was moderately strong in south
and west, and even east, but needs more attention up north. Wipro had the
highest brand perception from north, and needs more focus in east. Though Tata
communication was the leader in west, it needs improvement in the remaining
three zones.

IBM enjoys a brand loyalty of 57%, and faces a little bit of threat from
Wipro. Wipro on the other hand enjoyed a brand loyalty of 67% with no threats
from anyone. Same was the case with HP, with a brand loyalty of 43%.

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