Marketing management
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Transcript of Marketing management
MARKETING MANAGEMENT
Buying behavior of Laptops
INTRODUCTION
A laptop computer (also called notebook computer) is a computer that integrates all the elements that needs to run properly, including a battery power supply, a screen and a keyboard, in a small casing.
ADVANTAGES OFFERED BY LAPTOPS OVER DESKTOPS: Mobility Better displays Lighter weight Better computing and battery power More features
EVOLUTION
CLASSIFICATION OF LAPTOP
Normal laptops Netbook Tablet PC Ultra-mobile PC Rugged laptops Ultrabook
FACTORS AFFECTING LAPTOP PURCHASE
Weight Power Consumption Processing Power Warranty Operating System Brand Matters
MAJOR BRANDS
HP DELL LENOVO SONY VAIO ACER
HP
USA based company Founded in the year 1939. Listed as one of the 2011 Global 100 Most Sustainable Corporations. Revenue for FY11 was $127.24 BILLION USD. Operates in approximately 170 countries
worldwide. Product line includes pavilion, slimline, media
center, blackbird series etc.
HP
Segment - Home Users, Government Institutions, Large Corporate and students
Target Group - Small and medium size enterprises, Public Sector Divisions, Students and home makers who need systems for their daily work
Positioning - Trustworthy and consumer centric Computer provider
DELL
USA based company Founded in the year 1984. Revenue for FY12 was US$ 63.07 billion. Product line includes inspiron, XPS, studio,
alienware etc. series PC
DELL
Segment - Home Users, Governmental institutions, Large Corporate and Students
Target groups - Small and medium size enterprises, Public Sector Divisions, Students and home makers who need systems for their daily work
Positioning - Customer’s choice and customer’s tailored service provider
LENOVO
China based company Founded in 1984 Revenue for FY12 was US$ 29.57 billion. Product line includes ThinkPad, IdeaPad,
Thinkcentre, IdeaCentre etc. series PC
LENOVO
Segment - China, Middle East Countries, Africa, India
Target groups - Small and medium size enterprises, Public Sector Divisions, Students and home makers who need systems for their daily work
Positioning - Building new products at affordable prices
MARKET SHARE OF VARIOUS COMPANIES
17.10%
13.70%
13.40%
12.70%5.60%
37.50%
% MARKET SHARE
LENOVOHPDELLACERHCLOTHERS
PRIMARY RESEARCH
SAMPLE SIZE 90 STUDENT 10 DEALERS
According to the survey conducted in Ranchi and
Birla Institute of Technology, Mesra the following
Results are derived.
BRANDS CURRENTLY USED
32.22%
22.22%
12.22%
10.00%
8.88%
7.77% 6.96%
STUDENT
DELL HPSONY VAIO
OTHERS
HCL LENOVOACER
60%
40%
CUSTOMER
DELLHP
35.56%
24.44%
22.22%
8.88%7.80% 1.11%
CUSTOMER'S FUTURE PREFERENCE
DELLHPSONY VAIOOTHERSLENOVOACERHCL
7%
50%
36%
8%
PRICE PREFERRED BY THE CUSTOMERS IN RUPEES
<3000030000 - 4000040000 - 50000 >50000
Product factors
Product factors Highes
t
High
Medium
Low
Lowest
Total
Mean
Computer brand
205 (41)
128 (32)
51 (17) 0 (0) 0 (0) 384 4.27
RAM size 175 (35)
192 (48)
21 (7) 0 (0) 1 (1) 389 4.32
Hard disk 135 (27)
180 (45)
39 (13) 8 (4) 1 (1) 363 4.03
Screen size 50 (10) 120 (30)
129 (43)
8 (4) 3 (3) 310 3.44
Design 90 (18) 176 (44)
63 (21) 6 (3) 4 (4) 339 3.76
Internet 275 (55)
92 (23)
24 (8) 2 (1) 3 (3) 396 4.4
OS 160 (32)
152 (38)
42 (14) 4 (2) 1 (1) 359 3.98
Appreciative after sales
65 (13) 144 (36)
84 (28) 20 (10) 3 (3) 316 3.51
Service center nearby
185 (37)
124 (31)
36 (12) 12 (6) 4 (4) 361 4.01
Insurance duration
150 (30)
100 (25)
75 (25) 16 (8) 2 (2) 343 3.81
Price factors
Price factors Highest
High
Medium
Low
Lowest
Total
Mean
Computer price
30 (6) 160 (40)
108 (36)
8 (4) 4 (4) 306 3.4
Relative tools price
25 (5) 128 (32)
120 (40)
20 (10) 3 (3) 296 3.28
Member discount
80 (16) 116 (29)
99 (33) 16 (8) 4 (4) 315 3.5
Credit card payment
30 (6) 96 (24)
81 (27) 50 (25) 8 (8) 265 2.94
Installment
35 (7) 84 (21)
99 (33) 40 (20) 9 (9) 267 2.96
Free service
145 (29) 96 (24)
93 (31) 10 (5) 1 (1) 345 3.83
Place factorsPlace factors Highest High Mediu
mLow Lowes
tTotal
Mean
Reputation of computer store
135 (27) 144 (36)
54 (18) 12 (6)
3 (3) 348 3.87
Convenience to contact stores
170 (34) 136 (34)
45 (15) 6 (3) 4 (4) 361 4.01
Reliability of stores
150 (30) 164 (41)
45 (15) 0 (0) 4 (4) 360 4.03
Good relations with stores
140 (28) 108 (27)
60 (20) 20 (10)
5 (5) 333 3.7
Fine interior decoration of stores
40 (8) 68 (17)
111 (37) 20 (10)
18 (18) 257 2.85
Brand agency 110 (22) 152 (38)
60 (20) 12 (6)
4 (4) 338 3.5
Variety of brands in stores
140 (28) 108 (27)
57(19) 18 (9)
7 (7) 327 3.63
Promotion factors
Promotion factors
Highest
High
Medium
Low
Lowest
Total Mean
Discount 105 (21)
152 (38)
64(23) 6 (3) 5 (5) 337 3.74
Interesting free stuff
90 (18) 120 (30)
90 (30) 18 (9) 3 (3) 321 3.57
Knowledgeable sales person
110 (22)
156 (39)
45 (15) 18 (9) 5 (5) 334 3,71
Interesting ads
50 (10) 120 (30)
87 (29) 34 (17)
4 (4) 295 3.28
Computer exhibitions events
30 (6) 68 (17)
126 (42)
36 (18)
7 (7) 267 2.97
OTHERS FEATURES AFFECTING PURCHASE
Other results
Results of survey on students:
Information source for purchase decision: Ask friends,family-44.44% Buy the famous brand-5.56% Mode of payment: Cash payment-56.67% EMI facility-4.44% Preferred place of buying: Agency store-44.44% Online purchase-6.67%
Conti…
Results of survey on dealers :
Best after sales service: Dell-70% Brand considered as cheap and best by the dealers: Lenovo-40% Toshiba-30% Best marketing strategy: HP-50% Battery life: 100% dealers surveyed-battery life of a laptop depends on the
usage by the customer Maximum weightage: Price of laptop-20% Features of laptop-10% Both-70% Maximum sale: Oct-Dec-80%