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Inderpreet Singh | Khalid Kamal Rumi | Manish Kumar Parmar |
Mrinal Dutt | Natarajan C | Puspa Majhi | Vinay Yadav
THE HCL ‘ME’ LAPTOP
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INTRODUCTION
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LAPTOP MARKET IN INDIA
www.dqindia.com
Revenues in Rs. Cr.
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REBRANDING OF HCL LAPTOPS
• September 2009 – ‘ME’ brand launched
• Repositioning based on IMRB (Indian Market ResearchBureau) research report
•
‘LeapTop’ to ‘ME’ - ‘Mobile Excitement’ • Targeted market share - 20%
• Budgeted marketing expenditure - INR 50 cr.
• Ad agency - DraftFCB Ulka
• 55 ‘DigiLife’ stores remodeled as ‘ME Xclusive’ and ‘MEZone’ stores
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SURVEY RESULTS
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BRAND OWNERSHIP OF RESPONDENTS
32.26%
29.03%
14.52%
6.45%
6.45%
3.23%
1.61% 6.45%
HP
DELL
SONYAPPLE
LENOVO
TOSHIBA
HCL
OTHERS
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MAJOR SELECTION CRITERIA
76% 71%65% 60%
36% 31%
Features &Configuration
Brand Price Service &Warranty
Design &Looks
BundledSoftwareIncluded
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PERCEPTION ABOUT ‘ME’ LAPTOPS
8% 12%
40%
40%
28%
28%
24%
52%
48%
40%
36%24% 20%
Features &Configuration
Brand Service &Warranty
Design & Looks
Not Aware
Poor
Average
Good
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AWARENESS OF ‘ME’ ADVERTISEMENTS
60%52%
40%
31%24%
20%
12% 12%
Print Media TV Online Not Seen Point of SaleDisplay
Word of mouth
Hoardings EventSponsorship
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CONSUMER RESPONSE FOR ‘ME’
97.52%
8.33%
1.67%
Awareness Consideration Decision
• HighAwareness
• Poor Consideration
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CONSUMER RESPONSE TO ‘BRAND-MASKED’
SURVEY
31%
41%
18%
10%
Will buyWill buy if brand is known
Will buy if price is known
Will not buy
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83.3%
66.7%
15.0%
6.7%
Word of Mouth Internet Sales Person Advertisement
MAJOR CONSIDERATION SET INFLUENCERS
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DATA ANALYSIS AND THE WAY FORWARD
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THE VICIOUS CYCLE
Brand Perception
Lack of Recommendation
Low Consideration
Low Conversion
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FEEDBACK FROM EXISTING ‘ME’ USERS
• Satisfactory laptop performance
• Happy with design & looks
• Comparable to other laptops
• Competitive price
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COMMUNICATIONS MIX
IMC Platforms Current Strategy Proposed
Advertisement Very generic, promoting HCL;
not targeted towards ME
Spin off advertisements
depicting ME as a separate
brand, Remove HCL logo and
develop the ME brand
Sales Promotion Periodic sales incentives,
rebates for students
Aggressive Dealer margins,
low interest financing
Direct and Interactive
marketing
Catalogs, Online Selling Telemarketing, Blogs
Events and Experiences N/A College festivals, Companies,
Music Fests
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MEASURING SALES FORCE EFFECTIVENESS
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SALES FORCE EFFECTIVENESS
• Consumer Division
• Sales/ Man Hour = Purchases / (No. of people demonstrated
to * Time Spent demonstrating (in hours))
• Conversion rate = Purchases / No of people demonstrated to
• Corporate Division
• Conversion rate = Actual size of order / Potential size of
order • Discount factor = Discounts offered / Actual size of order
EVALUATION PARAMETERS
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SALES STRATEGY
• ‘Test Drive’ concept for laptops
• Centralized customer repository maintenance by
requiring registration on first use
• Centralized feedback system to be put in place by
tracking service records with unique identifier
•Promotional competition at institutions with prizesbeing ‘ME’ laptops
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No. of Days No. Of Cities No. of Laptops No. of ISDs Rent per day Tier 1 48 19 4 2 10000 Tier 2 48 42 3 2 7000 Tier 3 48 92 2 2 5000
Cost per Laptop 37200.8 Resale value 9672.2
Final Cost per
Laptop 27528.6
Wages Kiosk Rent Laptop cost Total Cost Tier 1 48000 480000 110114.4 12124173 Tier 2 48000 336000 82585.8 19596603 Tier 3 48000 240000 55057.2 31561261
Grand Total 63282037
COST ANALYSIS FOR ‘TEST DRIVE’ STRATEGY
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THANK YOU
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