market research on laptop skins

PRESENTED BY:PRAMOD KUMAR

AMANPREET KAUR AHUJA

MARKET POTENTIAL STUDY OF

LAPTOP SKINS

Definition

“A laptop skin is a precision-cut vinyl adhesive material, usually with some design, photograph, or other image, designed for application to the outside of a laptop, usually on the back of the LCD screen.”

Laptop skin is also known as Laptop Art, Laptop scratch guard, Stickers, Vinyl Stickers etc. in USA and Europe. Laptop skin is popular in USA and Europe and readily available at stores and online

Back portion of laptopWhere skin to be applied

Material of Laptop Skin

Laptop Skin is made of a durable and easy-to-remove 3M vinyl material that is 5.5 mm thick.

It has special "comply" cross-hatch channels so that one can push out any air bubbles really easily.

The adhesive is contained in little beads on the back of the vinyl, it is only when on applying firm pressure and burst them the vinyl adheres properly

Apart from vinyl the laptop skin is made from plastic and adhesive .

Mostly vinyl material is preferred over plastic material. As the design like visuals, graphics and customized design can be easily made on vinyl material rather than plastic.

Features

Easily applied to the top of any laptop. Fine printing quality with colors that won’t

fade easily The adhesive is a “changeable” adhesive

which is designed to be removed easily without heat or solvents.

No sticky residue upon removal The adhesive will last up to three years. Waterproof and scratchproof Reusable and durable available in a wide variety of styles completely customized skins is also a

possible.

Types of laptop skins

Visuals skins – a picture, photograph of something like floral, landscape, icons etc.

Graphic skins – quotes, brands, abstracts, or graphical designs

Customized skins – combination of visuals and graphic or personal pictures etc

Countries manufacturing Laptop skin:

China Taiwan Vietnam Pakistan India Thailand Korea

RESEARCH PROBLEM

The research problem in this study is to find out the potential for this market.

RESEARCH OBJECTIVE

To find out acceptability of the product

To profile the potential customer - STP Usage Pattern- in terms of how frequently the

customers would like to change laptop skin. Also whether there is market potential for customized laptop skins.

Product differentiation.

To design Marketing mix for the product.

RESEARCH DESIGN

A descriptive research design has been followed for the study.

SAMPLING TECHNIQUE

Sampling type: Non-Probability

Sampling method Judgmental Sampling- as only

people with laptops will be approached for the survey.  

Quota Sampling- A quota of 50% student & 50% earning.

Volume of data Total sample size 114- People using laptop

(Judgmental Sampling)  

Data Collection

PRIMARY DATA - Used online questionnaire.

SECONDARY DATA- www.skino.com Magazines- Techgadgets. http://hubpages.com/hub/Laptop-Skins

Limitation of Research

Sample size constraint: Instead of following statistical formula in determining the sample size we arbitrarily arrived at a figure of 100

Time constraint: Apart from the theory classes only 4 weeks were available for the research; the research therefore could not be exhaustive.

Monetary constraint: As this research was

conducted for academic purpose the money spent had to be very limited.

DATA ANALYSIS

Age in yrs

No of respondent

s

% of sampl

e

15-25 66 58%

26-35 37 32%

36-45 8 7%

46 and above

3 3%

AGE DISTRIBUTION

Gender No of respondent

s

% age of sample

Male 70 61%

Female 44 39%

GENDER DISTIBUTION

Occupation No of Respondent

s

% of Sample

Student 48 42%

Service 54 47%

Businessman 9 8%

Self Employed 3 3%

OCCUPATION

Income/ allowances

No of respondents

%age of sample

Less than 1 lakh 31 27%

1-3 lakh 31 27%

3-5 lakh 28 25%

More than 5 lakh 24 21%

INCOME DISTRIBUTION

LAPTOP BRAND USED

Laptop brand used

No of respondents

%age of sample

Dell 27 24%

HP/Compaq 43 38%

Sony 26 23%

Acer 12 11%

Other 6 5%

INFRENCE-Laptops are exposed more to external , therefore there are more chances of the laptop gett ing scratches. Laptop skin becomes a sort of necessary accessory which might be a requirement for the laptop users to protect their laptops from gett ing scratches.

FREQUENCY OF CARRYING LAPTOP

Frequency No of Respondent

s

%age of sample

Daily 46 40%

3-5 days a week 34 30%

1-3 days a week 17 15%

Once in a week 10 9%

once in 10 days 7 6%

INFERENCE-97% of laptop users are concerned about scratches which increases the scope of the laptop skin being accepted amongst the laptop users

Response

No of Respondents

%age of

sample

Yes 111 97%

No 3 3%

CONCERNED ABOUT SCRATCHES

Response No of Respondent

s

%age of

sample

Yes 90 79%

No 24 21%

WILING TO MAKE STYLE SATEMENT WITH LAPTOP

INFERENCE-Almost 80% of users would l ike to make style statement with laptop skin. The company should try and get the laptop skin made as per the style required by the user.

Response

No of Responden

ts

%age of

sample

Yes 63 55%

No 51 45%

AWARENESS ABOUT LAPTOP SKINS

INFERENCE-Almost 50% of the respondents are not aware of the laptop skin. thus companies should come out with better promotional ideas to create awareness level amongst the laptop users.

Response

No of Respond

ents

%age of sample

Yes 97 85%

No 17 15%

WANT VISIBLE LAPTOP BRAND

INFERENCE-More than 85% of laptop users want to keep their laptop brands v is ible, thus the laptop skin manufacturing companies should customize their products as per the laptop models avai lable in the market .

INFERENCE-Scratch protection- 80% of the respondents l ike the product in order to guard their laptop from scratches.

Scale Parameters

No of respondent

s

%age of sample

1 - Least

Important1 1%

2 1 1%

3 4 4%

4 18 16%

5 - Most

Important90 79%

PRIORITY PROTECT LAPTOP FROM SCRATCHES

Scale Parameters No of respondent

s

%age of sample

1 - Least Important 4 4%

2 9 8%

3 17 15%

4 35 31%

5 - Most Important 49 43%

PRIORITY MAKE IT AS A STYLE STATEMENT

INFERENCE- almost 75% of laptop users would l ike to use this product to make style statements.

Scale Parameters

No of respond

ents

%age of

sample

1 - Least

Important12 11%

2 13 11%

3 37 32%

4 33 29%

5 - Most

Important19 17%

WANT TO ENDORSE ANY PRODUCT/IDEA/CAUSE

I N F E R E N C E- E n d o rs e m e n t o f i d e a - t h i s c o n c e p t o f u s i n g t h e l a p t o p s k i n i s n o t a b e tt e r i d e a b y t h e re s p o n d e n t s . t h e y a re n o t ve r y m u c h s u re w h e t h e r t h e y w o u l d l i ke t o u s e t h e l a p t o p t o p ro j e c t a ny i d e a t h e y h ave i n m i n d o r n o t .

INFERENCE-45% of the respondents would l ike to purchase the product at

a price of 501 – 750.

DESIRED PRICE RANGE

Price Range

No of respondent

s

%age of sample

Rs 300-500 25 22%

Rs 501- 750 51 45%

Rs 751 - 1000 25 22%

RS 1000 above 13 11%

Change Period

No of responde

nts

%age of

sample

Once in a month 3 3%

Once in 3 month 28 25%

Once in 6 month 62 54%

Once in a year 21 18%

DURATION TO CHANGE LAPTOP

INFERENCE-More than 50% respondents would want to change their laptop skin

once in s ix months .

INFERENCE-Maximum number of people notice computer

accessories online.

MEDIA TO NOTICE LAPTOP SKIN

Media No of response

s

%age

Online Advertisement

79 69%

Magzines 44 39%

Relatives and friends

42 37%

In computer and stationary store

72 63%

Other 1 1%

INFERENCE-Maximum number of

respondents would prefer buying the laptop accessories from computer & stationary stores.

PREFERABLE BUYING MODE

Buying mode

No of respons

es

%age

Online 73 64%

Electronic stores 36 32%

Gift Shops 18 16%

Computer and sationary Stores

98 86%

Other 0 0%

CONCLUSION

AwarenessIn India the product is in a very nascent stage, only 55% of the respondents were aware of the product

Segmentation, Targeting & Positioning The research also reveals that the most favorable age group for this product is 15-25 years with an annual income 0-3lakhs will be favorable for both working professionals and students.

Marketing Mix Product-Research reveals that the product should

be available with an option to customize it according to personal tastes.

Price-The respondents, on an average, are willing to pay Rs.501-750 for a laptop skin.

 Place-Electronic Stores and Computer & Stationary Shops are the most preferred places for the purchase of the Laptop accessories.

Promotion-Magazine and Online promotion for the laptop skin are the best suited & most preferred medium

Recommendation

1. Promotion- Laptop skin manufacturing company needs to carry out good promotional programs.

2. Media of promotion- Companies need to go for online advertisement and advertisement in Computer and stationary

3. Material Quality- good quality material so that it can prevent laptops with scratches for a longer period.

4. Stylish Designs- Companies should try to make skins as stylish as possible and matching with current trend as 80% of users would like to make style statement with the laptop skins

5. Price Range- product range in Rs501-750 price range as it’s a range which almost 50% of users are willing to pay

6. Design Team- As 45% of users would like to go for customized designs.

7. New Range launch period- new range of skins in every six months as almost 50% of users would like to change their skins in every six month.

8. Distribution channel to be used- Companies should try to build up a good distribution system with Computer and stationary stores and try to build up an excellent on line purchase system as almost 80% of the users will be going to use these to mediums to purchase skins.

BIBLIOGRAPHY

Marketing Research by Harper W. Boyd, Jr. & Ralph Westfall

Kotler, Philip & Armstrong, Garry., Principles of Marketing, New Delhi, Prentice Hall of India Pvt. Ltd., 2006., 12th Edition

http://hubpages.com/hub/Laptop-Skins http://en.wikipedia.org/wiki/Laptop_skins Page

www.skino.com