ACER INDIA PVT.ppt

8/11/2019 ACER INDIA PVT.ppt

1/26

OHIO CHRIST 1

STUDY OF AWARENESS OF THE BRAND ACER

Acer I ndia(Pvt) L td.


2/26

OHIO CHRIST 2

FLOW OF THE PRESENTATION

Introduction

About the company

Background of the company

Growing with time

Products

The project

Aim and objective

Nature of the studyScope of the study

Findings

Suggestions / recommendations


3/26

OHIO CHRIST 3

BACKGROUNDACER INDIA

September 9,1999Acer India Pvt Ltd was incorporated

MissionTo translate the groupsgoal in making computer

technology easier to use and more affordable to everyone in

this country

Has offices in twelve cities including Ahemedabed,

Chandigarh, Guhati, Kochi, Kolkata, Mumbai, Nagpur, New

Delhi, Pune, Secunderabed

Customer base of over 1,80,000 in India


4/26

OHIO CHRIST 4

GROWTH WITH TIME

From the year 2001 there is a growth rate of 35% in

the total PC shipment

World wide ranking of Acer.

Total PC shipment grew from 3531 to 10,133 since the past

five years.

Tremendous lift in the growth rate49%

Acer India notebooks.

Youngest player in Indiabut has reached No.4

No.1 notebooks in Europe.


5/26

OHIO CHRIST 5

Acer product Suite

Projectors

Displays

DesktopsNotebooks

Servers


6/26

OHIO CHRIST 6

PROJECT

Aim

Objective

Nature of the projectMarket research

Scope of the project

Demographic segmentation

Geographic segmentation

Analysis

Suggestions / recomendations


7/26

OHIO CHRIST 7

Aim

To measure brand awareness level of Acer India Pvt. Ltd. and to

spot out the measures to increase it.

0bjective of my project:

To conduct a market survey

understand the perception in peoplesmind for Acer

Nature of the project:

Complete market research

Scope of the study

Demographic segmentation

Geographic segmentation


8/26

OHIO CHRIST 8

place33BangaloreChennaiCoimbatore

Count

40

30

20

10

0

City Vs means through Acer was first heard

Other

Haven't heard about it

Not sure

Magazine

Newspaper

Internet

Friends/relatives/associates

TV

Count

50

40

30

20

10

0

segmants

Working profiledpeople.

Small and MediumEnterprises.

Students

Segments Vs Means through Acer was first heard

Other

Haven't heard about it

Not sure

Magazine

Newspaper

Internet

Friends/relatives/associates

TV

30% through friends

/relatives /associates

14.8% through newspaper

Students -33.1% through F / R / A

SME 21.4% through F /R/A

Working profile 30% F/R/A


9/26

OHIO CHRIST 9

Count

40

30

20

10

0

place

33BangaloreChennaiCoimbatore

Visibility of the Brand

Very good visibility

Good visibility

Average visibility

Low visibility

no visibility

Count

40

30

20

10

0


Small andMedium

Enterprises.

Students

Segments Vs Visibility of the brand Acer

Extremely highvisible

moderatelyvisible

fairly visible

poor visibility

Extremely poorvisibility

Coimbatore2.41

Chennai 2.4

Bangalore 2.65

Students 2.54

SME 3.45

Working profile 2.58


10/26

OHIO CHRIST 10

1

62

5351

37

4649

Count

60

40

20

0

place


City Vs Advertisement awareness

yes

no

33

16

9

1

66

83

91

Count

100

80

60

40

20

0

place


City Vs familiarity with Acer promotional activities

yes

no

Only 55.6% seen Acer advertisements.

Coimbatore-9% seen promotions

Chennai16.2% seen promotions

Bangalore34.3% seen advertisements


11/26

OHIO CHRIST 11

64

25

79

56

31

45

Count

80

60

40

20

0

segmants

Working profiled people.Small and MediumEnterprises.

Students

Segmnets Vs Acer advertisement awareness

yes

no

24

7

28

96

49

96

Count

100

80

60

40

20

0

segmants


Students

Segments Vs Acer promotions Awareness

yes

no

Students -63.7% advertisements

22.6% promotions

SME 44.6% advertisements

12.5% promotions

Working profile 53.3% advertisements

20% promotions


12/26

OHIO CHRIST 12

City Vs number of visit to retail outlets

0

10

20

30

40

50

60

hp Lenovo Dell Acer Apple Toshiba

Retail outlets

Count Coimbatore

Chennai

Bangalore

City Vs measures that help in purchase decision

0

10

20

30

40

50

60

70

80

wordof

mouth

co

mpa

ringsp

ecificatio

ns

media

checking

offe

r

seeing

dem

o

Measures

Cou

nt Coimbatore

Chennai

Bangalore

Coimbatore 1% visit

Chennai 6% visit

Bangalore 19.2% visit

Coimbatore 71%

comparing

specifications

Chennai 62%

through comparingspecifications

Bangalore 52%

comparing specification


13/26

OHIO CHRIST 13


Students

Count

50

40

30

20

10

0

Segments Vs purchase facilitating factors

all

media & seeing demo

checking offer & seeingdemo

Checking offer & media

Checking specification &seeing demo

Checking specification &checking offer

Checking specification &media

Word of mouth & seeingdemo

Word of mouth & checking

offer

Word of mouth & media

Word of mouth &Checking specifications

Seeing Demo

Checking offer

Media

Comparing specifications

Word of mouth

0

Students 10.4%

SME 5.4%

Working profile 12.5%

Visit to retail outletsPurchase facilitating factors

Students - 35.5% comparing

specification &checking offer

SME 10.7% word of mouth

&comparing specs

Wrk.pr. 20% comparing specs.


14/26

OHIO CHRIST 14

1

6765

60

Count

60

40

20

0

place

BangaloreChennaiCoimbatore

Brand perception--as MNC

Count

100

80

60

40

20

0

segments

Working profiled

people.

Small and Medium

Enterprises.

Students

79

33

82

Brand perception-- as MNC

Coimbatore 62%

perceive as MNC

Chennai 67% perceive asMNC

Bangalore 71% perceive

as MNC

Students 42.5% perceive

as MNC

SME 17% perceive as

MNC

Wrk.prf. 40.7% perveive

as MNC


15/26

OHIO CHRIST 15

Count

50

40

30

20

10

0

place


City Vs rating quality

excellent

very good

good

fair

poor

0

11

4

11

19

11

16

52

19

52

16

9

27

31

5

17

6

12

Count

60

50

40

30

20

10

0

segmants


Students

Segments Vs rating quality

excellent

very good

good

fair

poor

0

Coimbatore2.56

Chennai 2.84

Bangalore 2.65

Students 1.9

SME 2.8

Wrk.prf.2.72

RATING QUALITY


16/26

OHIO CHRIST 16

Count

40

30

20

10

0

place


City Vs rating service

excellent

very good

good

fair

poor

0

2

22

10

20

39

23

43

32

9

40

5

2

6

17

6

12

Count

50

40

30

20

10

0

segmants



Students

Segments Vs rating service

excellentvery good

good

fair

poor

0

Coimbatore2.22

Chennai 2.41

Bangalore 2.42

Students 2.43

SME 2.38

Wrk.prf.2.05

RATING SERVICE


17/26

OHIO CHRIST 17

Count

40

30

20

10

0

place


City Vs Price rating

excellent

very good

good

fair

poor

0

12

67

40

17

35

33

11

49

12

8

18

422

17

5

12

Count

50

40

30

20

10

0

segmants



Students

Segments Vs rating price

excellentvery good

good

fair

poor

0

RATING PRICE

Coimbatore 2.55

Chennai 2.87

Bangalore 3.06

Students 2.9

SME 2.69

Wrk. Prf. 2.9


18/26

OHIO CHRIST 18

Count

40

30

20

10

0

place


City Vs rating performance

excellent

very good

good

fair

poor

0

7

44

41

19

35

31

13

48

20

6

20

12

4

17

6

12

Count

50

40

30

20

10

0

segmants


Students

Segments Vs rating performance

excellent

very good

good

fair

poor

0

Working profile

RATING

PERFORMANCE

Coimbatore2.77

Chennai 2.88

Bangalore 2.60

Students 2.82

SME 2.98

Wrk.prf.2.86


19/26

OHIO CHRIST 19

Count

50

40

30

20

10

0

place


City Vs rating features

excellent

very good

good

fair

poor

0

15

9

6

30

18

28

40

11

56

12

5

17

31

4

17

6

12

Count

60

50

40

30

20

10

0

segmants


Students

Segments Vs rating features

excellent

very good

good

fair

poor

0

RATING FEATURES

Coimbatore 2.75

Chennai 3.01

Bangalore 2.71

Students 2.89

SME 3.22

Wrk.Prf.2.93


20/26

OHIO CHRIST 20

Count

60

50

40

30

20

10

0

place


City Vs recommend Acer products

probably wouldrecommend

probably notrecommend

not sure torecommend

definitely notrecommend

19

10

5

49

30

56

10

2

13

39

13

45

31

5

Count

60

50

40

30

20

10

0

segmants


Students

Segmants Vs recommend the perchase ofAcerproducts

definitely recommend

probably wouldrecommend

probably not recommend

not sure to recommend

definitely not recommend

Small and mediumenterprises

Coimbatore3.2

Chennai 3.15

Bangalore 3.49

RECOMMEND ACER

Students 3.05

SME 3.65

Wrk.prf 3.35


21/26

OHIO CHRIST 21

50

28

39

70

28

85

Count

100

80

60

40

20

0

segmants



Students

Segmnets Vs Acer desktops in theirconsideration set

yes

no

52

5556

1

47

4444

Count

60

50

40

30

20

10

0

place


City Vs Acer laptops in the consideration set

yes

no

CONSIDERATION SET

FOR DESKTOPS

Coimbatore 35%consider

Chennai 36.4%

consider

Bangalore 46.5%

consider

Students 31.5%

consider

SME 50% consider

Wrk.prf41.7%


22/26

OHIO CHRIST 22

6

3

2

1

14

9

6

14

20

12

Count

20

15

10

5

0

place


City Vs Acer desktops

First preference

Second preference

Third preference

7

22

14

5

11

20

6

20

Count

20

15

10

5

0

Working profiled

people.

Small and

Medium

Enterprises.

Students

Segments Vs preference for Acer Desktops

First preference

Second preference

Third preference

PREFERENCE SET FOR

DESKTOPS

Coimbatore1.5

Chennai 1.468

Bangalore 0.629

Students 1.45

SME 1.76

Wrk.Prf 1.68


23/26

OHIO CHRIST 23

52

5556

1

47

4444

Count

60

50

40

30

20

10

0

place


City Vs Acer laptops in the consideration set

yes

no

71

33

59

49

23

65

Coun

t

80

60

40

20

0

segmants



Students

Segments Vs Acer notebooks in theirconsideration set

yes

no

CONSIDERATION SET FOR

NOTEBOOKS

Coimbatore50% consider

Chennai 55.6% consider

Bangalore 52.5% consider

Students 47.6% consider

SME 58.9% consider

Wrk.prf59.2% consider


24/26

OHIO CHRIST 24

Count

20

15

10

5

0


Small andMedium

Enterprises.

Students

9

2

6

19

4

11

15

5

19

Segments Vs preference for Acernotebooks

First preference

Secondpreference

Third preference

12

32

1

13

9

11

19

13

6

Count

20

15

10

5

0

place


City Vs preference for Acer notebooks

First preference

Second preference

Third preference

PREFERENCE SET FOR

NOTEBOOKS

Coimbatore1.789

Chennai 1.6

Bangalore 1.8

Students 1.638

SME 1.7

Wrk.prf 2.41


25/26

OHIO CHRIST 25

Planning does not guarantee success but it does ensure to improve

chances.

Online banner Advertisements

Popup inviting users to participate in online survey

Huge hoardings with celebrities

(signals, near direction boards, outside famous malls, on road

dividers etc.)

Service and support is one factor which has to be improved

Providing good incentives and schemes

Promote viral marketing and also online viral marketing

Sponsoring for big events

SUGGESTIONS / RECOMMENDATIONS


26/26

OHIO CHRIST 26

THANK YOU

PRESENTED BY

JANANI SESHADRI

SSN :888941005

PID: P001068318

Documents

ACER INDIA PVT.ppt