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Transcript of HCL Tablet Presentation Qual+Quant
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RESEARCH TO UNDERSTAND THE TABLET CATEGORY
AND BRAND LANDSCAPE
Prepared For : HCL
Prepared By : HANSA Research, Delhi
Dated : Dec , 2012
A PRESENTATION OF FINDINGS
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HANSA RESEARCH COPYRIGHT 2011. ALL RIGHTS RESERVED.
The concepts and ideas submitted to you herein are the intellectual property of
Hansa Research. They are strictly of confidential nature and are submitted to youunder the understanding that they are to be considered by you in the strictest of
confidence and that no use shall be made of the said concepts and ideas,
including communication to any third party without Hansa Researchs express
prior consent and/or payment of related professional services fees in full.
The Study Context
Background
Sample
Research Findings
Category Understanding
Purchase behaviour
Brand Perceptions
Conclusion
Way Forward
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RESEARCH CONTEXT
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Research Background
The Indian market is currently abuzz with Tablets. While the category is still nascent, it witnessed astaggering 750% growth in the last fiscal year
The category is currently pegged at Rs 2000 + crore ( source Voice & Data) Multiple brands spread across different price points operate in the market ranging from the premium
Apple and Samsung products to the affordable Chinese brands
HCL , a prime Indian IT conglomerate, made a foray into tablets about a year back with the launch ofMe tablet series
The brand available in the range between Rs7500-14500, is a key player in its segment, as well as theoverall category
Key competitors to the brand are Samsung, Micromax, Reliance , Karbonn and other smaller as well asChinese brands
The brand is currently targeted at the youth and positioned on the Live Free platform
In order to develop future strategies, HCL wanted to take stock of their brand and understand how it isplaced in the consumer mindset
At the same time map the market behaviour
In this endeavour HCL commissioned a consumer research with Hansa Research on the abovementioned business objectives
This is a presentation of findings for the same research
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In order to address the issue holistically, we propose a combination of Qualitative and Quantitative
Research Exercises
Both these exercises will be in conducted in two phases: First Phase: Qualitative Exercise and SecondPhase (which will start post fieldwork completion of First Phase): Quantitative Exercise
Research Design
QUALITATIVE MODULE QUANTITATIVE MODULE
The quantitative phase of research
expanded upon this exploration,
will be discerning the relative
value of brand
attributes, distinguishing the
importance of brand in purchase
consideration, and determining
the value of the
clients brand
In the Qualitative phase, we willbe exploring the category &
consumer dynamics and the brand
associations and values. In this
phase the brand and category
perceptions will be identified and
fed in to the next phase
.
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Research Objectives
CATEGORY
BRAND
jyhjgn Evaluate HCL Mebrand standing
Evaluate Key
competitor's brand
standing
jyhjgn Map their interaction with thecategory
Understand usage behavior
Understand attitude w.r.tcategory
Focus on purchase process
Understand current consumer-category interaction and brand measures
Arrive at cues to formulate effective strategies for HCL Me
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Target Group : QUALITATIVE
Research Methodology used: Triads
Target audience: Male/ Female (skewed towards male)
Age Groups:
17-23(Graduate and post graduate students)
24-30Working
Owners of tablets between 7000-15000 and brands like HCL, Samsung, Karbonn, Reliance,
Micromax Must be either owner or rejecter of HCL Me
Centers:
Delhi/ NCR
Pune
Bangalore
Chennai
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Sample Plan: QUALITATIVE
17-23 24-30
Male Female Male Female
DELHI/NCR 1 1 1
PUNE 1 1 1
BANGALORE 1 1 1
CHENNAI 1
4 1 3 2
For all groups we had a mix of different brands. All respondents had considered HCL Me
One respondent in each group was an owner of HCL Me
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Target Group: QUANTITATIVE
Male & Female, however the sample will be skewed towards Males
15-30 Years [Youths vs. Professionals]; split across three age groups:
15-19 Years
19-24 Years
24-30 Years
Owners and Intenders of Tablet PC [70:30 split]
Owners of Tablet PCs between 7,000-15,000 and brands like HCL, Samsung, Karbon, Reliance,
Micromax
Intenders of Tablet PCs between 7,000-15,000
Intenders will be defined as those who have stated their Intention of PurchasingTablet PC in the Next 3Monthsand
Agreeing to any of the 3 Statements below:
I have already started looking at the ads of different brands of _____________ (Category)
I have consulted some of my friends & colleagues on which ____________ (Category) to buy
I have visited the showrooms of various brands of ____________ (Category)
I have already decided on which brand of ____________ (Category) to purchase
I have readied / collected the funds required for the purchase Belonging to SEC A / B
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We suggest following sample plan:
Sample Plan: QUANTITATIVE
NORTH SS EAST SS WEST SS SOUTH SS
Delhi 100 Kolkata 100 Pune 70 Bangalore 70
Lucknow 50 Guwahati 50 Ahmedabad 70 Cochin 50
Sub-Total 150 Sub-Total 150 Sub-Total 140 Sub-Total 120
TOTAL OF 560 F2F INTERVIEWS
One Market in between Agra / Meerut needs to be decided in consultation with the client
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In order to read the data at All Market Level, we suggest following quotas:
Age Groups: Minimum of 20% quota for each of the agegroup, i.e. for 15-19 Years, 20-24 Years and
25-30 Years
Male : Female: Min. 10% quota for female
Calling : Non Calling: Calling Tablet PCs within the price range of INR 7,000 INR 15,000 are very less
thus, we suggest a 10% quota for Calling Tablet PCs
Students vs. Professionals: Though, It would be managed when we are maintaining quotas with Age
Groupshowever, for control and readability purpose, we suggest a 20% min. quota for
professionals
HCL ME Tablet PC Users: 45 Users
Owners : Intenders: 70% : 30%
Quotas: QUANTITATIVE
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Section I: Category Understanding
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Spontaneous ReactionsTablets
Status-enhancer
Easy to carry
Stay Connected
On-the-goFor the youth
Handy
Now everybody needtablet in this world,
how phone was stylebefore and now its
necessity, tablet alsobecomes like this
(Delhi, 17-23, Male)
I have enough free timebetween classes and cant
play games becauselaptops are not allowed oncampus so I bought this
I have to put lot oforders on avon and
tupperware so I have tobe connected with my
customers, so I wantedsomething which I can
carry and keep connectedwith them, (Bangalore,
23-30, Female)
It looks like a small andcute device which can be
carried everywhere
Entertainment
It is for the young peopleof this generation
At a spontaneous level Tablets cue unequivocal positive reactions. It is
seen as a young and trendy device which is exciting to own and flaunt
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Gadget Landscape
ATTRIBUTE MOBILE TABLET LAPTOP
Portability Highest: Easy to carry because of
its small size
High: Carrying is easy because it
is slim and fits into any bag
However owing to its sizecaution is required
Moderate: Bulky and weight,
makes carrying more
difficult
Functionality Calling is the primary function
followed by chatting, FB, music,
camera, gaming
Entertainment and checking
mails are primary functions
followed by FB, Chatting,
Camera, work-related, music
Work-related activities
followed by Mails, FB,
Chatting, gaming
Key-drawbacks Screen size
Typing issues
Battery-back up Portability issues
Internet-options Moderate compatibility (average
speeds, supports limited options)
Moderate compatibility (average
speeds, does not support all
options)
High compatibility (high
speeds, easy connectivity,
supports more options )
Entertainment
Value
Moderately-high: small screen size
makes typing and navigating
difficult
High impact: Perfect size and
shape for gaming, lighter in
weight and switches in aninstant
Moderate: While the screen
size makes it enjoyable, lack
of touch makes itincompatible with certain
games and apps
Work related Low-impact : Work related activity
is restricted due to small screen
size and no provision for MS
Office
Moderate-impact: Not
completely compatible with MS
Office
High-impact: Complete
compatibility with MS Office
G d d
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Gadget Landscape
ATTRIBUTE MOBILE TABLET LAPTOP
Flaunt Value High-impact: Smaller in size and
can be flashed
High-impact: Very visible to
others, new age
Moderate-impact: More of a
necessity than a flaunt
device
Affordability Moderate: Greater range and
variety of products available
High: Cheaper than most
mobiles and laptops
Low-Moderate: Seen as
expensive, depending on
brand
Personal/ For family Personal Personal Personal/ Family device
Picture resolution Moderate High Best -quality
Touch-option Moderate-Impact: Response lags
after a few months of usage
High-impact: response
better than mobiles
Unavailable
Tablet as a category does not satisfy any new needs, however the nature in in which it meets needs, is different from
the other two categories. It is therefore often discussed of in comparison to the other two categories
Its biggest strength lies in the fact that it provides a new usage experience (on most counts). However in the absenceof a strong need it currently makes the device a secondary rather than a primary device
Consumers are divided in their opinion on which category tablet is closer to
R l f h
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Role of the category
The category solves many of the problems consumers face with laptops
(portability, camera, weight issues) and also provides additional features
like clicking pictures and playing games anywhere, anytime
Most consumers consider their tablets as close as a family member
(daughter, brother) or a close confidante with whom they can share
secrets
In some cases the tablet has become as essential to their lives like their
mobile phone and they carry it everywhere they go to
Its very delicate, so it islike my daughter(Bangalore, 23-30,
Female)
It is like my close friendwith whom I can share
everything and whorelieves me of boredom
(Delhi, 17-3023, Male)
C I t ti With T bl t [1/5]
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Consumer Interaction With Tablets [1/5]
E-Mail
Watch VideoPlay Games
Social Networking 76%
Base: 352
75%
65%
45%Listening MusicOnline Chat
57%55%
Downloads(Music/Videos)
66%Downloads(Apps)
53%
E-Mail
Watch VideoPlay Games
Social Networking 68%
Base: 37
62%
76%
46% Listening MusicOnline Chat
62%
65%
Downloads(Music/Videos
54%Downloads(Apps)
46%
All figures are in % except base
Category interaction do not differ much across
genderThe tablet is used only for Personal
spacethe key activities being accessing social
networking sites, downloading and listening tomusic and also for playing games
We start early in the
morning for checking mailsand facebook updates.Earlier I used to do it on my
laptop but since tabletsswitch on very quickly, I
prefer to check them on thetablet
C I t ti With T bl t [2/5]
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Consumer Interaction With Tablets [2/5]
All figures are in % except base
AMONGST OWNERS:
Home and while commuting from one place to another are the most prominent mentions when it comes to
tablet usage
Broadly, the usage pattern does not differ much across owner profile
PLACES OF TABLET USAGE
At hone
While
commuting
from 1 place
to another
While Travel During breakAt Office/
College
While
Waiting
Restaurant/
Cafe
Overall [N=389] 94% 67% 48% 43% 38% 36% 35%
Student [N=250] 95% 63% 48% 40% 35% 35% 36%
Professional [N=139] 91% 73% 49% 47% 42% 38% 32%
15-19 Yrs [N=110] 94% 65% 43% 35% 26% 30% 26%
20-24 Yrs [N=148] 93% 63% 47% 44% 41% 36% 40%
25-30 Yrs [N=131] 95% 72% 55% 47% 44% 40% 36%
I carry it to my collegebecause laptops are notallowed we can hide it
and play games when the
classes are going on
The time that I spend onmy tablet increases or
decreases depending onhow much I am
travelling it increaseswhile in am out of station
Consumer Interaction With Tablets [3/5]
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Consumer Interaction With Tablets [3/5]
AverageUsage
[Per Day]
Average: 3 hrs. 57 min
1-2 hrs 26%
3-5 hrs 57%
6-8 hrs 15%
8+ hrs 2%
Tablet Usage
[Freq./Day]
Once 2-3 Times 4-5 TimesMore Than
5 Times
4% 27% 32% 37%
WEEK DAYS
All figures are in % except base
Tablet Usage
[Freq./Day]
Once 2-3 Times 4-5 Times
More
Than
5 Times
2% 33% 35% 30%
WEEK DAYS
Base: 352
Base: 37
Average
Usage
[Per Day]
Average: 3 hrs. 50 min
1-2 hrs 22%
3-5 hrs 57%
6-8 hrs 22%
8+ hrs 0%
AMONGST OWNERS:
Amongst all the current owners, Tablet usage is spread across the day and on normal working day they spend ~4
hours on their Tablet
Although the base for female owners is lowthey do not differ much as compared to the male counterpart
I really dont have any fixed time, since I use it mostlyfor entertainment, I do it whenever I find the time
Consumer Interaction With Tablets [4/5]
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Consumer Interaction With Tablets [4/5]
All figures are in % except base
AMONGST OWNERS:
When it comes to age groupsthe older owners seem to use their Tablet more frequently in a day; however their
average usage duration is not significantly different
Tablet Usage
[Freq./Day]
Less
Often Once
2-3
Times
4-5
Times
More Than
5 Times
Average Usage
[Per Day]
Overall [N=389] 0% 4% 27% 32% 37% ~4 hrs.
Student [N=250] 0% 5% 26% 33% 36% ~4 hrs.
Professional [N=139] 0% 2% 30% 30% 37% ~4 hrs.
15-19 Yrs [N=110] 0% 7% 27% 39% 26% ~4 hrs.
20-24 Yrs [N=148] 0% 4% 32% 26% 38% ~4 hrs.
25-30 Yrs [N=131] 0% 2% 22% 32% 44% ~4 hrs.
Consumer Interaction With Tablets [5/5]
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Consumer Interaction With Tablets [5/5]
NATURE OF TABLET USAGE
Mostly ForPersonal Work
Or
Entertainment58%
Mostly ForOfficial
Or
college/schoolwork 4%
Both for official/
college/ school work &
Personal work/
entertainment38%
Mostly ForPersonal Work
Or
Entertainment62%
Mostly ForOfficial
Or
college/school3%
Both for official/
college/ school work &
Personal work/
entertainment
35%
Base: 352 Base: 37
AMONGST OWNERS:
~60% of the current owners, use their device mostly for Personal work/ Entertainment activities
Amongst those who use Tablets for dual purpose it is used equally for personal as well as professional/ educational
assignment
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Section II: Purchase process
Purchase Process Tablet Category
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Purchase ProcessTablet Category
Tablets are still nascent and very few consumers are aware of all features it provides.
Many consumers confessed that they became aware of all the features only after buyingtheir tablet
Since there is no past experience to fall back upon, the purchase process is not elaborate
and hence high dependence on WOM and dealers. Consumers don't come across as highly
involved in the purchase process
This is more true for this segment as the ticket value is not very high
Need for the category: Tablets
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BEING ATPAR WITHOTHERS
UPGRADE TOANDROID
UP GRADATIONTECHNOLOGICALLY
ANYWHERE ANYTIME UTILITY
PERSONAL WORK
PERSONAL ENTERTAINMENT
Need for the category: Tablets
NEEDS FOR TABLETS Owners IntendersBase 389 166
Personal Entertainment 80 80
Personal Work 51 42
Any time Anywhere Use 31 43
Technological Up gradation 25 30
Upgrading to Android 22 20
Up gradation to Touch screen 20 23
Being at par with other 18 23
For Flaunt Value 15 23
All figures are in % except base
LEAST
MOST
Personal Usage in varied form [Work..entertainmentsocial networking] probably are the triggers for buying
the category
The trend is observed to be similar across segments i.e. Recent Owner as well as Intenders
UP GRADATIONTO
TOUCH SCREEN
FLAUNT VALUE
Reasons for Purchasing
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Reasons for Purchasing
Entertainment
Value
Tablets are seen as the next big device in technological evolution afterlaptops and cell-phones. It is the next level in technology
It is seen as an important accessory to flaunt like smart phones
Mostly restricted to younger males who consider themselves to be at the
forefront of adopting new technology
Now everybody need
tablet in this world,how phone was style
before and now itsnecessity, tablet also
becomes like this(Delhi, 17-23, Male)
There are primarily three main reasons for purchasing tablets
Technological
Upgradation
Basically to go to next level, mydad has a laptop, my dad has
blackberry, then I got smart phone,android, my mother also had
android, so I decided to buy tabbefore them. (Bangalore, 17-23,
Male)
Image Enhancer
Reasons for Purchasing
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Reasons for Purchasing
The sheer range of entertainment activities available on a tablet along with its
portable nature make it an ideal device for carrying everywhere
Seen as a mood-enhancer which can be switched on anywhere, like while waiting
in queue, in a restaurant or general time pass while at home without disturbing
others
When I go to pick myson, when I am driving my
son keeps playing, whenwe take them to
restaurant they are verynoisy, give them a tab the
just keep quite(Bangalore, 23-30,
Female)
Entertainment
Value
There are primarily three main reasons for purchasing tablets
Technological
Upgradation Image Enhancer
On laptop I really cantplay games as he saidwe need a place, with
tab we can just laydown and play gamesor while on the go and
coming back fromoffice (Chennai, 23-30,
Male)
Reasons for Purchasing
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Reasons for Purchasing
Seen as the latest trendy device that can attract the attention of others
Generates curiosity among peers
It is always fun to show itto your friends and be in
demand becauseeveryone wants it
Entertainment
Value
There are primarily three main reasons for purchasing tablets
Technological
Upgradation Image Enhancer
Key Sources Of Information: Tablets
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Key Sources Of Information: Tablets
Peer group followed by Internet seem key sources for gathering information about the category
Owners Intenders
Base 389 166
85% 89%
32% 29%56% 54%
42% 46%
44% 52%
Info. Sought Features, Education On Usage
Info. Sought Product comparison
Info. Sought Usage Experience
Info. Sought
Physical Display,
Demo, Price
All figures are in % except base
WOM
Dealer
Media-Internet
Media - Print Media - TV
Internet Based Sources Of Information: Tablets
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Internet Based Sources Of Information: Tablets
Amongst those, who use Internet as one of the sources for collecting information, the company web sites are
the most referred sites
Owners Intenders
Base 217 90
86% 76%
39% 27%
40% 48%Tablet Brands Website
Social Networking Sites
Internet Ads
All figures are in % except base
Info. Sought Product comparison
Key attributes considered: Tablets
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BRANDIMAGE
PRICE
PRODUCT FEATURE
AFTER SALES/CUSTOMERCARE
BATTERY LIFE
PRODUCT CONFIGURATION
Key attributes considered: Tablets
IMPORTANCE OF ATTRIBUTES Owners Intenders
Base 389 166
Product Configuration 27 22
Battery Life 17 18
After Sales/Customer Support 16 12
Product Feature like Camera,
calling facility etc.16 14
Price 10 13
Brand Imagery/Flaunt Value 7 5
Looks/ design 7 6
All figures are in % except base
LOOKS
LEAST
MOST
While deciding about their brand of Tablet that they want to purchase..Product Configuration plays the most crucial
role followed by Battery life, After Sale Services & Product Features
Budget allocated/price paid
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g p p
BUDGET FOR TABLET
Rs. 7k- 9K 29%
Rs. 10K- 12K 42%
Rs. 13K- 15K 28%
Average Budget
INR 11,025Average Budget
INR 11,733
AMONGST INTENDERS:
Average INR 10,569
BUDGET FOR TABLET
AMONGST OWNERS:
Average INR 10,122
Base: 37
Base: 15*
Base: 352
Base: 151
Rs. 7K- 9K 27%
Rs. 10K- 12K 27%
Rs. 13K- 15K 47%
*Low Base : Please Read Data With Caution
All figures are in % except base
Majority of the intenders are looking forward to buy a Tablet in the range of 10k-12K
Amongst the owners, majority of the buyers [specially male] seem to stick to their budget that they have their
mindonly ~10% of them seem to be impulsive in their purchase and stretch their planned budget
Place of purchaseTablets
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p
All figures are in % except base
Tablet Intenders [166]
Multi Brand Showroom where they are likely to have various options to choose from is the unanimous choice forOwners as well as intenders to buy their Tablet
Low mention for Exclusive Brand Showroom further establishes the fact that Brand is not the primary factor
considered at the time of making the purchasethey are not very particular with the brand rather they like to explore
different options before making the final decision
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Brand Diagnostic
BRAND AWARENESS: Tablets
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Base: All Aware of RadialsOwners Intenders
150 44
Brand awareness for HCL is low as compared to Micromax & Reliance, both at unaided as well as aided level
TOM SPONT TOTAL
BRAND FUNNEL:: Tablet Owners
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TOTAL AWARENESSAware Of Tablet Brand
CONSIDERATIONConsidered The Tablet Brand For Purchasing
OWNERSHIPCurrently Owns The Brand
RECOMMENDATIONRecommends The Brand [ Top 2 Box]
BRAND FUNNEL: Tablet Owners
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85%
30%
16%
15%
35
56
91
Total
Awareness
Consideration
Ownership
Recommend
Base: All Tablet
Owners
[389]
HCL I-ball KARBONN MICROMAX RELIANCE SAMSUNG
64%
8%
7%
7%
12
87
100
HCL has a healthy brand funnel as compared to some of the other players [i-ball & Karbonn] within the categoryhowever the
brands conversion ratio from awareness to consideration is low as compared to Micromax
Lesser consideration for the brand [as compared Micromax] is the only bottleneck within the brand [conversion] funnelhence
some initiative to drive consideration is likely to strengthen brands standing in the market
97%
31%
19%
17%
32
61
88
94%
26%
12%
9%
27
45
78
97%
42%
23%
21%
44
55
91
100%
47%
4.3%
4%
47
9
92
BRAND FUNNEL:: Tablet Intenders
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TOTAL AWARENESSAware Of Tablet Brand
CONSIDERATIONConsidering The Tablet Brand For Purchasing
BRAND FUNNEL: Tablet Intender
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81%
20%
25
Total
Awareness
Consideration
Base: All Tablet
Intenders
[166]
HCL ME I-ball KARBONN MICROMAX RELIANCE SAMSUNG
69%
10%
15
As evident amongst Tablet owners, the conversion from awareness to brand consideration is low for HCL [as compared to
Micromax] amongst the current category intenders
Hence for higher market share, the brand needs to improve both on Awareness as well Considerations
93%
24%
26
92%
25%
27
95%
42%
44
99%
58%
58
Reasons For Not Considering HCL: Tablets
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Less Appealing Looks Not So Encouraging WOM & Lack of Promotional Activities are the key mentions for not
considering HCLAll figures are in % except base
LACKS APPEALING
LOOKS64% 34%
DEALER RECOMMENDED
FOR OTHER BRANDS8% 14%
POOR PEER REVIEWS 8% 36%
NOT VALUE FOR MONEY 12% 18%
NO PROMOTIONS 15% 30%
Owners Intenders
Base 150 44
I dont like the way itlooks, the design is not
attractive
I spoke to differentbrand users. I did not getgood reviews for HCL and
Karbonn
They dont have callingfacility and I thought if Iam spending I should also
get calling facility
Reasons For Considering HCL: Tablets
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As claimed by the current HCL owners Affordable Price & Responsive Touch screen are the key reasons for
buying the brandAll figures are in % except base
RESPONSIVENESS OF
TOUCHSCREEN73% -
APPEALING
CONFIGURATION13% -
RELIABILITY AND
TRUSTWORTHINESS8% *
OVERALL LOOKS
AND DESIGN17% -
PRICE 23% -
Owners Intenders
Base 92 19*
*Low Base
It looked much betterthan Micromax or
Karbonn the white colourlooks really neat and the
curves are smooth
HCL has a major presencein laptops, so I thought of
buying it unlike
Micromax and Karbonn Ican trust on it
I saw demos of differentbrand and felt that HCLhad the most responsive
screen
SATISFACTION WITH TABLET BRANDS:
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BASE 64 26** 45 91 74 17**
Completely
Dissatisfied
Somewhat
Dissatisfied
Neither Satisfied Nor Dissatisfied Somewhat Satisfied Completely
Satisfied
1 2 3 4 5 Top Box
Satisfaction score for HCL is at par (close to 85%) with the other key brand in this segment, suggesting good product
acceptance amongst the current users **Low Base
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Brand Image
Brand Landscape
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Affordable
VFM
Reliable
Indian
SturdyAffordable
Indian
Calling facility
Cheap
Good designs
Untrustworthy
Not good quality
Stylish Designs
Flaunt valueExpert
Reliable
International
Diverse products
Mobile
CheapNot well known
Untrustworthy
Not good quality
Not well knownAffordable
Price perceptions
HIGHProduct Mapping
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Product
perceptions
LowHIGH
Low
Brands like Reliance and Micromax come closest to HCL in the brand landscape
BRAND IMAGE (EMOTIONAL):Amongst Intenders [TABLETS]
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Base: All Aware
of
Karbonn Micromax Reliance HCL
153 158 155 134
Although Micromax has very strong association on some of the negative attributes like Cheap Brand and Chinese Brand the brand scores
well on key positive attributes like Popularity, Stylish, Affordability and VFM
Image perception for HCL on most the positive attributes is weak weak association on most of the attributes also reflects onless
consideration for the brand amongst intenders
NEGATIVE
STATEMENTS
BRAND IMAGE (FUNCTIONAL):Amongst Intenders [TABLETS]
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Base: All Aware
of
Karbonn Micromax Reliance HCL
153 158 155 134
Micromax has very strong association on most of the functional aspects about the category
Reasonably priced and also superior image on most of the functional attributes has helped the brand gain higher acceptance amongst
category intenders
HCL seem to have an edge over other brands when it comes to Tablet weight
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HCL MeBrand Associations
Brand ImageHCLEmotional Attributes
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Cheap Brand
Chinese Brand
Boring Brand
Feminine Brand
Masculine Brand
Popular Brand
Reputed Brand
Stylish/Trendy Brand
Brand Which I Can Flaunt
Trustworthy Brand
Value For Money
Affordable Brand
Expensive Brand
Expert Tablet Brand
Indian Brand
International Brand
Since the brand image scores are
low as compared to other brands
like Micromax & Reliance; we
have looked at the relatively
strong performing attributes
within the brand
The key strengths are:
VFM
Affordability
Masculine brand
Reputed/ popular brand
Some weaknesses associated Less stylish/ trendy brand
I just wanted a tab to
see what I could do on it,so I didnt want to spend
a lot on it HCLs pricewas perfect
HCL has been in themarket for so long andpeople are aware of its
quality
Brand ImageHCLFunctional Attributes
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Within the functional attributes the brand
does not have any significantly distinguishing
feature, except for Light Tablets
Some weaknesses associated
Less sturdy
Not so attractive look
Light Tablet
Sturdy Tablet
Colorful Product
Variety Of Configuration/ Features
Tablet With Calling Facility
Good After Sale Service
Good Battery Life
Accessible/Easily Available
I wanted a sturdy tablet and thereforepicked up a Reliance tab. HCL and
Karbonn seemed fragile
Core ValuesHCL
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SUPPORTER VALUES
PERIPHE
RALS
DETRACTORS
ABSENTEES
CORE VALUE
VFMPopularity
Domain Knowledge
Me tag seen as
individualistic
Hangs often
Poor battery back-up
Looks
Poor WOM
Calling option
Variety in design
No promotions on
TV
Light weight tablet
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Reliance TabBrand Associations
Brand ImageRelianceEmotional Attributes
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Cheap Brand
Chinese Brand
Boring Brand
Feminine Brand
Masculine Brand
Popular Brand
Reputed Brand
Stylish/Trendy Brand
Brand Which I Can Flaunt
Trustworthy Brand
Value For Money
Affordable Brand
Expensive Brand
Expert Tablet Brand
Indian Brand
International Brand
Similarly a brand standout analysis
was done for Reliance and the
key strengths were:
Value for money
Indian brand
Trustworthy brand
Popular brand
Some weaknesses associated
The brand misses the flaunt value
Reliance has been makingcell phones for so long so I
thought lets buy it
I needed a tablet to do
basic things like checkingmails and playing games Ididnt want anything fancy
Brand ImageRelianceFunctional Attributes
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As far as I know Reliance hasonly one model. All other
brands have multiplevariants
Light Tablet
Sturdy Tablet
Colorful Product
Variety Of Configuration/ Features
Tablet With Calling Facility
Good After Sale Service
Good Battery Life
Accessible/Easily Available
Within the functional
attributes the brand standsout for its sturdy and strong
product
The calling feature is the
other key product highlight
It is considered an accessible
brandreflecting higheravailability in the market
Some weaknesses associated
Lack of variety in their
offering
Heavy tablets
I am a very carelessperson this Reliance
tablet looks as if I drop it, itwill not break all other
tablets look very delicate,
so I bought this one
Core ValuesReliance
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SUPPORTER VALUES
PERIPHE
RALS
DETRACTORS
ABSENTEES
CORE VALUE
SturdyVFM
Domain Knowledge
Accesible
Calling Option
Flaunt Value
Poor WOM
Weight
Lack of variety
Brand lineage
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Micromax FunbookBrand Associations
Brand ImageMicromaxEmotional Attributes
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Cheap Brand
Chinese Brand
Boring Brand
Feminine Brand
Masculine Brand
Popular Brand
Reputed Brand
Stylish/Trendy Brand
Brand Which I Can Flaunt
Trustworthy Brand
Value For Money
Affordable Brand
Expensive Brand
Expert Tablet Brand
Indian Brand
International Brand
In the stand out analysis done for
Micromax the key strengths that
emerge are:
Affordability
Stylish/Trendy
Some weaknesses associated
Strong association with
Cheap/ChineseMicromax as a company I just donttrust I see them as a company that
makes cheap phones I will notbuying something that will cost me
more than 5K
Micromax is a stylish brand, ithas modern and nice looking
products
Brand ImageMicromaxFunctional Attributes
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Light Tablet
Sturdy Tablet
Colorful Product
Variety Of Configuration/ Features
Tablet With Calling Facility
Good After Sale Service
Good Battery Life
Accessible/Easily Available
Within the functional
attributes the brand standsout for its sturdy and
attractive products
It is considered an accessible
brand
The only key weakness thatemerge is around its weight
Considered heavy than others
in the segment
It is easily available instores
When I went to purchasea tablet, I had not
considered Micromax,however when I saw it I
was tempted to purchaseit
I am using a Micromaxtablet and I think it is
heavier than most othertablets
Core ValuesMicromax
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SUPPORTER VALUES
PERIPHERALS
DETRACTORS
ABSENTE
ES
CORE VALUE
Affordable
Style Quotient
Supports Dongles
Camera
Accessibility
Cheap/Chinese Association
Weight
Does not support sim-cards
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Conclusions and Way Forward
Conclusions Category:
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g y
Its greatest strength is the fact that it can perform better than laptops and mobile phones on many
counts
Key motivators for entry into the category are as follows:
Entertainment value Personal work
Technological Upgradation
Image benefits
Gender or age donot seem to have an impact on the usage pattern
Most consumers on an average spend close to 4 hours in a day
Used as an when possible, therefore used multiple times within a day
Used mostly at home or while commuting
Used primarily for personal work, however some use for office/college work
Purchase:
As a nascent category the purchase process is not evolved and is often purchased impulsively (for this
segment) or with very rudimentary research with inputs from WOM, dealer recommendation or the
internet
Key parameters of evaluation for the category are configuration, battery life, after sales and product
features
People generally tend to buy from MBOs, so that they have a wide range to choose from
Most consumers tend to stick to the budget, therefore incidences of budget stretch are limited
Conclusions Brand:
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Awareness of HCL is a concern in comparison to other key players like Micromax and Reliance
The brand broadly seems to have a healthy conversion from awareness to ownership, however the only
bottleneck within the funnel is the conversion from awareness to consideration
This is true for both owners and intenders The key reasons for not considering HCL are:
Unattractive looks
Poor WOM
HCL is considered primarily for the following reasons
Its touch screen
Affordable pricing
Satisfaction from the brand (HCL) meets segment standards, thereby ruling out any major product issue
Image:
Image perception for HCL on most of the positive attributes is weak. The weak association on most of
these emotional attributes leads to less consideration for the brand amongst intenders
Even within the functional aspects the brands association is overshadowed by other players such as
Micromax and Reliance The only attribute on which it has an edge is the weight factor
Overall the key strengths of HCL in the tablet category are
VFM offering
Popularity
Way Forward
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The key issue that the brand currently faces is the low awareness and consideration
The brand needs to tackle this through communication and brand visibility
In order to increase consideration, the brand needs to create a push for itself at the shop level
The brand perceptions are currently overshadowed by competition from the segment. This is both at
the functional and at the emotional level
The brand therefore needs to create a distinctive hook for itself, in order to stand out from the crowd
The platform of Me needs to be explored to establish a connect with consumers emotionally
New age features could also help create the hook
While HCL scores high on the satisfaction level, it still needs to address a key product issue:
The average looksThe brand needs to provide more colours and designs without a significant increase in
price in order to attract current intenders
With introduction of better looking products the brand can also imbibe stylish/trendy values
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Thank You!