Hcl

Research Consumer Research Business
Background Methodology Insights Objectives Implications

Tablet PC Industry Trends in the Tablets Industry
 Tablet PC Industry set to grow at a CAGR of 12% in India The power of Apps
from 2011-20  Access to thousands of apps that provide a host of
services has become a major draw for consumers
 High demand from both enterprise and consumer markets
 Local apps that provides services like rail reservation,
 Samsung is the market leader in India, followed by Olive weather forecast and latest news are in high demand
 Students, artists and medical professionals biggest gainers
Coexistence of foreign and domestic players
Market Forecasted
(2015) –  The first tablet computer was launched in India in
size(2010) –
16.1 million 147.2 million November 2010
units worldwide units worldwide  Models like Cisco's Cius and RIM’s Blackberry Playbook
tablets target the enterprise user segment
Market Share by OEMs (in India)
 HCL ME X1 and Reliance 3G Tab are focused on the
6% 2%
8% consumer segment

Samsung Speed matters, size preference varies
Olive  Processor speeds of 1Ghz now a standard feature
 With screen sizes ranging from 5 to 14 inches, the
Apple choice is guided by the mobility that a user requires
84% Others
Always connected
 3G and Wi-Fi enabled tablets ensure consumers can
Source: CyberMedia Research, 2011 for November 2010-March 2011
always stay connected to the online world

Research Consumer Research
Background
Methodology Insights Objectives

Research Methodology Expected outcome at each stage

Secondary Research Understand Industry, Review related Research in past and
finalize the demographic, psychographic and utilitarian attributes
on which we will do segmentation
In Depth Interviews/FGDs Understand consumer preferences and decision making process
for different segments

Hypotheses Formation Form hypotheses from understanding gained from previous two
stages to test on a larger sample size

Questionnaire Design questionnaire to measure importance of all possible
decision influencers for each consumer segment

Pilot Survey Beta Testing to identify what influences decisions most for each
segment and short-list the independent attributes doing factor
analysis
Final Questionnaire Design final questionnaire to objectively capture all information
relating to use cases of tablet PC, price sensitivity and also basis
for segmentation.
Game Design Disguise the process to get responses in a way that is fun for
respondents

Data Analysis to identify the segments to target , the advertising
Data Analysis/ Recommendations & promotional strategies that will work best to imporve sales of
Tablet PC

Background
Methodology Insights Objectives Implications

User’s education, age, marital status, occupation, Pilot Survey
seniority, industry of work and monthly income have We carried out a pilot Projective techniques –
significant association with choice of Tablet PC survey among 30 Associative Technique Game
respondents to We asked users to associate
The psychographic attributes understand how and Tablet PC brands with a
that users associate with the why they purchased company the and the values
Tablet PC is a reflection of their Tablet PCs and its it represented. E.g. Values –
own personality, lifestyle and current use Tata, Trendiness – apple, etc.
behavior

Most habitual users develop Secondary
strong brand loyalty and Research Projective
preference to their Tablets PC. techniques –
Personification
We asked users to
The influence of peers/normative reference
groups is very significant factor in influencing Primary Research assume each
Tablet PC brand
purchase decision of the Tablet PCs.
as a person and
made them
The increased need for accessing content (news, music describe their
and video) and social networking on-the-go in a bigger qualities
screen, users are increasingly turning to Tablet PCs , which
are lighter than laptops but bigger than mobiles and also
offer them equal mobility.

Background Insights
Methodology Objectives Implications

In-depth interviews and Focus group discussions
 We conducted 6 focus group discussions and 22 in-depth interviews with different profiles of tablet PC users in
Lucknow and got insights on how their choice criteria, use cases and

Mr. Dhaval Chudasama, Mr. Pranay Khanna, Mr. P.K. Srivastav,
Sales Executive, Business Standard
Stock Trader, Karvy IT Professional, TCS
Youtube Link: http://goo.gl/f13gE Youtube Link:
HCL ME Laptop User Youtube Link :
http://goo.gl/aFL4u YouTube
“I need to track stock prices
real time, so I use the tablet Apple IPAD User Reliance 3G Tab User,
PC as it is very convenient.” “I want my tablet PC to be light in “Tablet PC has helped me give and
weight and funky and trendy“ manage information on sales calls
“I want a tablet that has all
apps related to financial news “I like to read news about latest
gadgets, cars and bikes in my I would recommend Reliance Tab
and is freely downloadable” to all my friends and colleagues”
tablet PC”
“My tablet should also have “I would like to read Business
the best graphics support so news via a mobile app in android/ My ideal Tablet PC should be
that I can view graphs in best iPhone,” reliable and durable.
resolution”

Background Insights
Methodology Objectives Implications

We identified 8 parameters and asked users to assign attributes to those parameters in order to
determine user’s perception of a tablet PC and its characteristics.
Parameters Attributes assigned by Users to Tablet PCs in Pilot Survey

Good display in sunlight, Processor speed, Higher storage space, Sensitive
Quality
Touchscreen
Heat-Resistive Ability, Application Lagging/Hanging, Time to switch between
Reliability
applications
Wifi connectivity, 3G connectivity, Latest OS, Availability of free apps
Value for Money
supported by new OS, Photography support
Access to App market place, Ease of Apps/OS upgrade, 24*7 service center
Customer Service
support
Performance Good battery life (>9 hours), All Video formats support
No lagging of applications, New/Latest OS, Screen type – Capacitive/Resistive,
Style/Youthfulness
Looks and appearance, Add-on-accessories
Variety Colors, Price, Size
Storage, Graphics/multimedia display, weight, form factor, usb ports, wireless
Technical Aspects
connectivity, Camera, OS

Secondary
Research Objectives
Research Objective 1 Objective 2 Objective 3

Objective

Needs Fulfilled
Associated with emotions or fantasies
• From a user’s perspective, what are Hedonic derived from using the product
the key necessary attributes/ Need to stay connected/networked 24*7
features in a tablet PC? Connectivity with reference groups
• What needs does a tablet PC fulfil?
Mobility Need to access information from a
• What are the key use cases of a

Attributes and Use Cases of Tablet
portable device on-the go.
tablet PC?
Utilitarian Need for general information search to
multimedia applications

Our Understanding
The use cases of a Tablet can broadly be classified into the
The attributes or features following 6 categories:
associated with the tablet PC are
Attributes/Features

Use Cases of a Tablet

listed below: Social Networking •Email, Chat, Video chat, Facebook, Twitter, etc.
• Quality •Reading news, information on areas of interest,
• Reliability Information Search travel, weather, health, sports, lifestyle related
search
• Value for Money •Live TV, Streaming movies, Radio, Games,
• Customer Service Multimedia Based
Photography, Photo/video upload/share
• Performance Shopping/Finance •E-commerce - Tickets, books, Restaurants, movies,
• Style/Youthfulness based lifestyle items, E-banking
• Variety
Gaming •Angry birds, arcane and specialist games.
• Technical Aspects
• Price •Document/spread sheet/PPT creation, editing,
Official
email,

Secondary
Research Objectives Objective 1 Objective 2 Objective 3
Research

Hypothesis Framed Data Analysis Tools

Quality and Price are the most important criteria for users Frequency
H1
purchasing a tablet PC Distribution

Brand image plays an important role in the purchase decision Frequency
H2
of high income and self expressive users Distribution

Multimedia and Gaming applications are the most frequent Multiple Anova
H3
uses of tablet PCs among youth

Social Networking is a important use of tablet PC for Business Regression Analysis
H4
users and young professionals

Technical aspects and Product Performance are the attributes Independent
H5
that appeal most to the Youth Sample

H6
Role of influencers such as colleagues, neighbours is Independent
significant in the purchase decision Sample

Research Objectives Objective 1 Objective 2 Objective 3 Objective 4

Objective Demographics

Education
 School( not completed HSC)
What would be the basis for segmenting  SSC/HSC Completed
the tablet PC market in Lucknow?  Graduate/Post Graduate – General
What would be the respective sizes of  Graduate/Post Graduate – Professional

Parameters for consideration - Insights
each of the segments thus obtained?
•Professionals such as CA, Independent
Which would be the most attractive Self Employed
Consultants, Doctors, Lawyers, etc
segment to reach out to, from a •Graduate level – B.E/B.Tech/B. Com and Post

Occupation
Students
commercial/business perspective? Graduate level – MBA/MCA etc.
Clerical/Salesmen
•Supervisory Staff, Brokerage Staff, Sales
Approach Professionals
Junior Executives •Entry level Executives, IT Professionals
 Determine how demographic Senior/Middle •Officers/ Executives/ Senior Administrative
factors determine tablet PC Management Professionals
preferences and usage cases.
Income

 The behavior of segment  <3 Lakhs
population in the sample will be  3-8 Lakhs
used to the size of the segment by  > 8 lakhs
extrapolating for the entire Single Young working professionals or
Young students
population
Age

 Determine factors like – When/ Middle-Aged Married with young or no children
Where a tablet is used, Time spent
on usage, Continuity of use, Mature Married with grown-up children
purpose of use for each segment,
Industry

and the decision making process for Education, Manufacturing, Financial Services, Government, Technology,
purchasing to predict the most Agriculture, Business
attractive segment to target.


Psychographics
Objective
What would be the basis for segmenting Individualistic, Want to be 'normal',
the tablet PC market in Lucknow? Creative, Self- Contented follow the herd, they
Actualizers Conformers are contented and
What would be the respective sizes of focused,

each of the segments thus obtained? enthusiastic comfortable in the
change seekers security
Which would be the most attractive
segment to reach out to, from a
commercial/business perspective? Self-confident risk- Innovators
takers, seeking new Attach importance to
and different things,
Approach Target Setters
image and status to
enable acceptance by
Esteem Strivers their peer group, But
 How does the attitude, attributes Acquisitive and Seekers hold onto traditional
assigned and intention to buy HCL materialistic, values.
ME Tablet PC vary across potential Aspiring for
Tablet PC users across each success Detached and resentful,
segment ? including things Disconnected embittered and apathetic,
and experiences tending to live in the 'ever-
 How is Brand awareness of each
present now'.
segment influenced by media
Comfortable
habits and how brand loyalty can Risk averse, guided by
with the familiar
be built using media channels ? traditional behaviours
products, Survivors Traditionalists
 The behavior of segment primarily and values, quiet and
population in the sample will be concerned with reserved, hanging back
used and extrapolated for the safety and and blending in with
entire population and the most security. the crowd.
attractive segment identified.



Students pursing MBA or graduation degree and who are Frequency
H7 “Strivers” form large segment of Tablet PC users Distribution

“Businessmen” with high incomes prefer to own tablet PCs
H8 Paired Sample
in addition to owing laptops and mobile phone.

H9
“Young professionals” working in Financial services prefer to
Multiple Anova
download full version non-free Business Apps over free ones

H10
“Managers” at all levels and who are “Innovators” want high
Multiple Anova
durability and serviceability of the Tablet PCs

Middle Aged self-employed Professionals like doctors prefer Independent
H11
to own tablets high on Performance and reliability Sample

H12 Young Professionals with income of 3-8 lakh p.a form the
biggest target segment for HCL Tablet PC Cross Tabulation


Objective  Analyse the various lifestyle, personality and psychographic
attributes of user.
• What are the essential attributes of a
 Based on these attributes, identify distinct user profiles

Tailoring
tablet PC that tailored to suit the target
 Segment users by clustering based on above attributes
segment identified ?
 Understand consumer behavior for the different segments

• What is the price point at which a
we have identified
customer belonging to the target
 Make recommendations in terms of content, appearance,
segment can afford to purchase a tablet
communication, promotional strategy to tailor each profile
PC?
• How to reach out to the target segment
identified ?  Determine the reach, frequency and continuity of usage of

Media Habits
• What are the media habits of this various media platforms by the target segment.
group?  Estimate the probability of reaching the target consumers
• What are the essential elements of the through each medium
product that HCL will have to  Determine how should social networking should be used to
communicate to customers through its leverage by analyzing similar campaigns have had the best
marketing campaign? impact for similar goods items on the target segment.

Our Approach  Determine the general awareness level about HCL ME Campaign
Mkt. Campaigns

 Determine the price sensitivity and  Assess perception of past campaigns on the target consumers
the price band the TG is  Compare results with the features highlighted in past campaigns
vis-à-vis competition
Price

comfortable
 Determine impact of substitutes,  Study impact and how target consumers reacted to campaigns
competition, promotions and price  Project how ME Tablets features are likely to impact each
elasticity segment if targeted?

Secondary
Research


Social media and internet advertising is the most effective Frequency
H13
channel for targeting “Youth Professionals” Distribution

Price sensitivity and Impact of Competitors promotions is
H14 Regression Analysis
least among “Esteem Seekers”

H15 “Young consumers” who are high on technology Regression Analysis
orientation are aware of HCL ME Tablets and features

Middle aged “Self employed Professionals” are best Frequency
H16
influenced by campaigns with utilitarian themes Distribution

Awareness of HCL ME series is lowest among middle aged
H17 self-employed and highest among young professionals Regression Analysis

“Youthful Strivers” exhibit the highest level of awareness
Factor Analysis
H18 and response to ME campaign through Television media

Background Methodology Insights Objectives Implications

 For all the Advertising & Promotional strategies,
Advertising Promotions receptiveness will be measured separately in the
• Print • Combo Offers sample population for non-users of Tablet PCs
• Television • Price-Offs
• Radio (FM) • Premiums and users of competition’s products.
• Internet (Websites/ Social • Accessories like keyboard,  Factors such as one person receptive to multiple
Media) dongle, etc.
• Outdoor Advertising • Bulk Discounts strategies with different response to different
• Campus Events • Sweepstakes/ Contests strategies will be factored in.
• Trader Margins
 Advanced Statistical tools like SPSS15.0 and SAS

Implications on Business
Prediction of Impact on Sales Enterprise Miner4.0 and marketing engineering
software would be used for clustering analysis.
Total
Promotion 3
Promotion 4
Impact
Impact  Tools such as Waterfall diagrams, Venn Diagrams
Impact
Promotion 2 among others to pictorially represent the results.
Impact
Promotion 1
Impact
 Other ratios that would be determined are
 Awareness Index
 Popularity/Burnout Ratio
The behavior of segment population in the sample will  Advertising Efficiency Ratio
be used to predict increase in Sales by extrapolating  Based on the observations, we will recommend
for the entire population for the two categories an integrated marketing strategy to pursue.
Number of trials that can be induced amongst non
users in the product category
 With client-supplied data on GRPs, growth,
Users of competition’s product who can be converted profitability, sales and units sold a Predictive
to HCL Tablet PC users Advertising ROI Model would be developed.

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