THE HCL ‘ME’ LAPTOP

Inderpreet Singh | Khalid Kamal Rumi | Manish Kumar Parmar |

Mrinal Dutt | Natarajan C | Puspa Majhi | Vinay Yadav

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INTRODUCTION

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LAPTOP MARKET IN INDIA

Revenues in Rs. Cr.

www.dqindia.com

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REBRANDING OF HCL LAPTOPS
• September 2009 – ‘ME’ brand launched
• Repositioning based on IMRB (Indian Market Research
Bureau) 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 ‘ME
Zone’ stores

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SURVEY RESULTS

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BRAND OWNERSHIP OF RESPONDENTS
1.61% 6.45%
3.23%
6.45% HP
32.26%
DELL
6.45% SONY
APPLE
LENOVO
14.52% TOSHIBA
HCL
OTHERS

29.03%

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MAJOR SELECTION CRITERIA

76% 71% 65% 60%

36% 31%

Features & Brand Price Service & Design & Bundled

Configuration Warranty Looks Software
Included

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PERCEPTION ABOUT ‘ME’ LAPTOPS

24% 20%
36%
52%

40%
24% 48% Not Aware
Poor
Average
40% 28% Good
40%
28%
8% 12%

Features & Brand Service & Design & Looks

Configuration Warranty

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AWARENESS OF ‘ME’ ADVERTISEMENTS

60%
52%
40%
31%
24%
20%
12% 12%

Print Media TV Online Not Seen Point of Sale Word of Hoardings Event
Display mouth Sponsorship

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CONSUMER RESPONSE FOR ‘ME’

97.52%

Awareness • High

Consideration • Poor

8.33%

1.67%

Awareness Consideration Decision

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CONSUMER RESPONSE TO ‘BRAND-MASKED’
SURVEY

10%
31%
18%
Will buy
Will buy if brand is known
Will buy if price is known
Will not buy

41%

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MAJOR CONSIDERATION SET INFLUENCERS

83.3%

66.7%

15.0%
6.7%

Word of Mouth Internet Sales Person Advertisement

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DATA ANALYSIS AND THE WAY FORWARD

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THE VICIOUS CYCLE
Brand Perception

Lack of
Low Conversion
Recommendation

Low Consideration

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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; Spin off advertisements
not targeted towards ME depicting ME as a separate
brand, Remove HCL logo and
develop the ME brand
Sales Promotion Periodic sales incentives, Aggressive Dealer margins,
rebates for students low interest financing
Direct and Interactive Catalogs, Online Selling Telemarketing, Blogs
marketing
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
EVALUATION PARAMETERS

• 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

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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 prizes
being ‘ME’ laptops

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 COST ANALYSIS FOR ‘TEST DRIVE’ STRATEGY

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

Wages Kiosk Rent Laptop cost Total Cost

Cost per Laptop 37200.8 Tier 1 48000 480000 110114.4 12124173

Resale value 9672.2 Tier 2 48000 336000 82585.8 19596603

Final Cost per Tier 3 48000 240000 55057.2 31561261

Laptop 27528.6 Grand Total 63282037

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THANK YOU

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