Acer India (Pvt) Ltd.

STUDY OF AWARENESS OF THE BRAND ACER

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FLOW OF THE PRESENTATION  Introduction  About the company Background of the company Growing with time Products  The project Aim and objective Nature of the study Scope of the study Findings Suggestions / recommendations
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BACKGROUND ACER INDIA

 

September 9,1999 Acer India Pvt Ltd was incorporated Mission To translate the groups goal 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

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GROWTH WITH TIME

     

World wide ranking of Acer. Total PC shipment grew from 3531 to 10,133 since the past five years. Tremendous lift in the growth rate 49% Acer India notebooks. Youngest player in India but has reached No.4 No.1 notebooks in Europe.

From the year 2001 there is a growth rate of 35% in the total PC shipment
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Acer product Suite

Desktops

Notebooks

Projectors

Displays
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Servers

PROJECT
Aim Objective Nature of the project Market research Scope of the project  Demographic segmentation Geographic segmentation Analysis Suggestions / recomendations
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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 peoples mind for Acer Nature of the project: Complete market research Scope of the study Demographic segmentation Geographic segmentation

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City Vs means through Acer was first heard

Count

C oimbatore

C hennai

Bangalore

place

Segments Vs Means through Acer was first heard

50

40

Count

TV Friends/relatives/associates Internet Newspaper Magazine Not sure Haven't heard about it Other

30

20

10

0 Students Small and Medium Enterprises. Working profiled people.

segmants


TV Friends/relatives/associates Internet Newspaper Magazine Not sure Haven't heard about it Other

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

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Visibility of the Brand


vs y L w vs y Av vs G d vs y V y d vs

Coimbatore 2.41 Chennai 2.4 Bangalore 2.65

Count

place

Se gme ts V V ib n s is ility o th b n Ac r f e ra d e

Cu t o n

yp Ex vs y p vs y f y vs d y vs Ex y vs

32 ' 3 32) '( 1 ) ( 0 '

3 )( ( 6 30 4 )3 0 22 4 5 5

63 6 0

S ud

S d M du p ss .

k p

p f p .

!     !     !    !     !   

y

 



8F F

E 9A C C B C @ 8 DB A9 9 7 A C C E A9 G9 F 8 @ 7 9 A 9EC C A8CG CAC C C 8F E F 7 CAC C C E A9 7 9 @ 8 7



! 

# # " # $ # % # &

  

Students 2.54 SME 3.45 Working profile 2.58

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City Vs Advertisement awareness

City Vs familiarity with Acer promotional activities

no yes

no yes 60 62

100
91

80 51 53

83

Count

Count

49 46 40 37

66

60

40
33

20 20
16 9

0 0 Coimbatore Chennai Bangalore 33 1 Coimbatore Chennai Bangalore

33

place

place

   

Only 55.6% seen Acer advertisements. Coimbatore -9% seen promotions Chennai 16.2% seen promotions Bangalore 34.3% seen advertisements

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Segmnets Vs Acer advertisement awareness

Segments Vs Acer promotions Awareness

80

79

100 no yes

96
80

no yes

96

60

64 56

Count

Count

60

40

45

49
40

31
20

25 28
20

24

0 Students Small and Medium Enterprises. Working profiled people.

7
0 Students Small and Medium Enterprises. Working profiled people.

segmants

segmants

Students -63.7% advertisements 22.6% promotions

SME 44.6% advertisements 12.5% promotions

Working profile 53.3% advertisements 20% promotions

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City Vs number of visit to retail outlets

 
C C

Coimbatore 1% visit Chennai 6% visit Bangalore 19.2% visit

Count

Retail outlets

City Vs measures that help in purchase decision

qw

C C

Measures

x y y x x

Count

fedS cX

V`TT

bV

``V

X XWVU Y

TS

q u qv

q s qt

qr

VbX fegdX h

VbX`fpWfi

dfWWVS

HR HQ H H HI P

Coimbatore comparing specifications

71%

Chennai 62% through comparing specifications Bangalore 52% comparing specification

12

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g ede fed

g neneml hkfej fi ddi h

nmefkm

ddi hef een ife h f e he s se een e e t s ife h t hef een missen set e se s t missen set ife h missen set f een m fhe t k h e se s m f t t k h m f ife h t k h s n missen fet m t k h heu ee e se f t i ej n missen i h m f t k h p
& & & & & & & & & &

Visit to retail outlets

Count

  

Working profile 12.5% SME 5.4% Students 10.4%

S C C C C C S C C S

Segments Vs purchase facilitating factors

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Students - 35.5% comparing specification &checking offer

Wrk.pr. 20% comparing specs. SME 10.7% word of mouth &comparing specs Purchase facilitating factors

13

Brand perception--as MNC


wv

Coimbatore perceive as MNC

62%

 

Chennai 67% perceive as MNC Bangalore 71% perceive as MNC

Count

place

Brand perception-- as MNC

Count

segments

~ ~}

~

xv

yv

{z { { {|

  

Students 42.5% perceive as MNC SME 17% perceive as MNC Wrk.prf. 40.7% perveive as MNC

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City Vs rating quality

RATING QUALITY    Coimbatore 2.56 Chennai 2.84 Bangalore 2.65

Count

place

Segments Vs rating quality

60

50

52

0 poor fair good very good excellent

40

Count

30
27

20
19 16 17 16 11 19

10

12

11

11

9 5
0 Students

6 4 1 3
Working profiled people.

segmants

52

  

Students 1.9 SME 2.8 Wrk.prf. 2.72

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City Vs rating service

RATING SERVICE    Coimbatore 2.22 Chennai 2.41 Bangalore 2.42

Count

place

Segments Vs rating service

50 0 poor fair good very good excellent

43

40

40

39

Count

30

32

23

20

20 17

10

12 10

9 6
0 Students

6 2
Small and Medium Enterprises.

5 2
Working profiled people.

segmants

22

  

Students 2.43 SME 2.38 Wrk.prf. 2.05

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RATING PRICE
City Vs Price rating

Count

place

Segments Vs rating price

50
49

40

35

0 poor fair good very good excellent

33

40

Count

30

20
18 17 17

10

12

11

12

7 5
0

8 6 4 2
Small and Medium Enterprises. Working profiled people.

2
Students

segmants

12

  

Coimbatore 2.55 Chennai 2.87 Bangalore 3.06

  

Students 2.9 SME 2.69 Wrk. Prf. 2.9

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17

City Vs rating performance

RATING PERFORMANCE

place

Count

Segments Vs rating performance

50
48

40

0 poor fair good very good excellent

35

Count

30

31

20

20

19 17 13

20

10

12

6 4
0 Students

6 4 2 1

Small and Medium Enterprises.

Working profile

segmants

C C

  

Coimbatore 2.77 Chennai 2.88 Bangalore 2.60

 
41

Students 2.82 SME 2.98 Wrk.prf. 2.86

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City Vs rating features

RATING FEATURES
$&% ) (' ) !0 1
C C

Count

place

Segments Vs rating features

60
56

50

0 poor fair good very good excellent

40

40

Count

30
28

20
17 12 18 17 15 12

10

11

9 6 4
0 Students

6 1

5 3
Working profiled people.

segmants





!

$#"!

 

  

Coimbatore 2.75 Chennai 3.01 Bangalore 2.71

  
30

Students 2.89 SME 3.22 Wrk.Prf. 2.93

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City Vs recommend Acer products

RECOMMEND ACER
`daccSbaR `VYS X WVTUTSRQ `daccSbaR eSd WVTUTSRQ `daccSbaR Se aRYf eSd `daccSbaR eSd WVaehdh a` g
place

  

Coimbatore 3.2 Chennai 3.15 Bangalore 3.49

Count

Segmants Vs recommend the perchase ofAcer products

60
56

50
45

definitely not recommend not sure to recommend probably not recommend probably would recommend definitely recommend

Count

40
39

30

30

20
19

10

13

13

10

5
0 Students

5 1 2 3
Working profiled people.

Small and medium enterprises

segmants

66

G 9 @ @ EF

ED CB9 A@98

ED CP9IHG C

32 34 35 36 3 3 37

 

Students 3.05 SME 3.65 Wrk.prf 3.35

49

10

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City Vs Acer laptops in the consideration set

60

no yes

CONSIDERATION SET FOR DESKTOPS   Coimbatore 35% consider Chennai 36.4% consider Bangalore 46.5% consider Students consider 31.5%

56
50

55 52 47

Count

44
40

44

30

20

10

0 Coimbatore Chennai Bangalore

33

place

Segmnets Vs Acer desktops in their consideration set


100 no yes 80

85


70

SME 50% consider Wrk.prf 41.7%

Count

60


50

40

39 28
20

28

0 Students Small and Medium Enterprises. Working profiled people.

segmants

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21

City Vs Acer desktops

20

20

Third preference Second preference First preference

PREFERENCE SET FOR DESKTOPS   Coimbatore 1.5 Chennai 1.468 Bangalore 0.629

15

Count

14 14

12
10

9
5

6 3 2


1
33

0 Coimbatore Chennai Bangalore

place

Segments Vs preference for Acer Desktops

 

Students 1.45 SME 1.76 Wrk.Prf 1.68

20

20

Third preference Second preference First preference

20


14

15

Count

10

11

7
5

6 5 2 2
Small and Medium Enterprises. Working profiled people.

0 Students

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22

City Vs Acer laptops in the consideration set

CONSIDERATION SET NOTEBOOKS   

FOR

60

no yes

56
50

55 52 47

Count

44
40

44

Coimbatore 50% consider Chennai 55.6% consider Bangalore 52.5% consider

30

20

10

0 Coimbatore Chennai Bangalore

33

place

Segments Vs Acer notebooks in their consideration set


80 no yes

Students 47.6% consider SME 58.9% consider Wrk.prf 59.2% consider


71

60

65 59


49 33

Count

40

20

23

0 Students Small and Medium Enterprises. Working profiled people.

segmants

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23

City Vs preference for Acer notebooks

20

19

Third preference Second preference First preference

PREFERENCE SET NOTEBOOKS

FOR

15

Count

13
10

13 12

 

Coimbatore 1.789 Chennai 1.6 Bangalore 1.8

11 9

3 2
0 Coimbatore Chennai Bangalore


1
33

place

Segments Vs preference for Acer notebooks

 

Students 1.638 SME 1.7 Wrk.prf 2.41

Count

vtyt w v w

ysy v sty xwvuts r

i q i

19

Third preference Second preference First preference 15

11

19


9

qp ip
6

5 4 2

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SUGGESTIONS / RECOMMENDATIONS
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
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THANK YOU
PRESENTED BY JANANI SESHADRI SSN :888941005 PID: P001068318

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