HCL Tablet Presentation Qual+Quant

8/13/2019 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



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



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



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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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



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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


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



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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.



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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


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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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



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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


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)



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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


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


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


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


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


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


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



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


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




Good Battery Life


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


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



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


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




Good Battery Life


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!

Documents

HCL Tablet Presentation Qual+Quant