by November 7, 2009 0 comments



This is the first time we have introduced this category and interestingly,
responses came for 10 different brands. However, only four of them managed to
enter the elite Users’ Choice club. The winner this time is Cisco with a steep
margin, followed by Microsoft. The other two in the club are Siemens and Avaya
with 20 and 12 points respectively. Cisco also enjoys the maximum top of the
mind recall followed by Microsoft. As this is still a nascent segment, the
overall brand ownership is still quite low as compared to other product
segments. The main reason for selecting Cisco and Microsoft is the brand name.
The second key reason for choosing both of these products was both product
reliability and good after sales service/support. Cisco enjoys the highest brand
loyalty amongst its existing users, with no likely switch outs. There were
however, a good 50% of the users who they were not sure or had no plans of
shifting out. Microsoft had only 22% brand loyalty, with 11% of its existing
customers saying they’re likely to move to Cisco. Industry wise, Cisco has very
strong brand perception presence across all domains except Communication Media.
Microsoft on the other hand is doing very well in this particular industry
segment. Microsoft’s brand perception also appears to be pretty good in process
manufacturing and IT/ITeS, but it needs to pay more attention in BFSI and
education. Siemens on the other hand is moderately strong in process
manufacturing and services segments, and needs to pay more attention to the
other industries. Other brands have fairly low brand perception across all
verticals. Region wise, Cisco has strongest brand perception in all regions
except north, while Microsoft is fairly strong in south.

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