1. Acer – brandul Lider in Romania
Bogdan Iftemie
ACER CONFIDENTIAL
2. AGENDA
1. Despre Acer
2. Rezultate in business – ce ne recomanda
3. Perspectiva noastra asupra inovatiei
4. Cum am facut sa devenim si sa ne mentinem
lideri
5. Takeaway: de fapt ACER e no.1
1 ACER CONFIDENTIAL
3. Despre Acer
• Mission : Brake the barriers between People and Technology
• Fondat in 1976 in Taiwan
• Venituri in 2012: 14.7 MLD USD
• Companie multibrand: Acer, PackardBell, Gateway
• Vindem 4 Categorii de produse: Mobile, Desktop, Monitoare, Proiectoare
(Mobile: Notebooks, Tablets, Smartphones)
• In Romania operam cu urmatoarele branduri:
- Aspire – Notebooks si PC-uri consumer
- TravelMate – Notebooks Business
- ICONIA – Tablete Windows si Android
- Veriton – PC-uri Business
2 ACER CONFIDENTIAL
4. Rezultate Romania
Romania - Top 10 Vendors by Units - Portable PC
Vendor CY 2011 Share CY 2012 Share Y/Y Growth
Acer Group 92,017 19.0% 131,652 24.4% 43.1%
ASUS 81,226 16.7% 109,908 20.4% 35.3%
Hewlett-Packard 78,790 16.2% 96,627 17.9% 22.6%
Lenovo 36,312 7.5% 60,065 11.1% 65.4%
Toshiba 47,119 9.7% 44,288 8.2% -6.0%
Dell 71,366 14.7% 31,965 5.9% -55.2%
Sony 22,214 4.6% 22,459 4.2% 1.1%
Samsung 16,943 3.5% 19,953 3.7% 17.8%
Fujitsu 6,624 1.4% 10,626 2.0% 60.4%
Maguay 2,060 0.4% 5,481 1.0% 166.1%
Others 30,529 6.3% 6,076 1.1% -80.1%
Total 485,200 100% 539,100 100% 11.1%
– Local performanta mai mare decat in emea
3 ACER CONFIDENTIAL
5. Rezultate EMEA
EMEA - Top 10 Vendors by Units - Portable PC
Vendor CY 2011 Share CY 2012 Share Y/Y Growth
Hewlett-Packard 13,836,892 20.1% 12,883,927 18.8% -6.9%
Acer Group 11,163,511 16.2% 11,218,021 16.4% 0.5%
ASUS 9,680,778 14.0% 9,574,603 14.0% -1.1%
Lenovo 5,221,660 7.6% 7,438,122 10.9% 42.4%
Toshiba 5,678,201 8.2% 6,058,599 8.9% 6.7%
Samsung 6,088,261 8.8% 5,922,199 8.7% -2.7%
Dell 6,571,294 9.5% 5,527,474 8.1% -15.9%
Apple 3,341,072 4.8% 3,498,287 5.1% 4.7%
Sony 2,924,640 4.2% 2,562,654 3.7% -12.4%
Fujitsu 1,043,936 1.5% 1,278,559 1.9% 22.5%
Others 3,457,174 5.0% 2,486,345 3.6% -28.1%
Total 69,007,419 100% 68,448,790 100% -0.8%
– HP , DELL, SONY , ASUS pe minus
4 ACER CONFIDENTIAL
6. Top 25 marci TECH in RO
1. Samsung
2. Sony
7. HP
9. Toshiba
11. Fujitsu
12. DELL
14. ASUS
15. ACER
Unlock: 4 categ ale marcilor de tehnologie: emergente, pragmatice, aspirationale,
puternice
*100 interviuri telefonice in BUC, 18-45ani, barbati si femei, alegeri multiple
Definitia brandului: relationare bazata pe un mix de rational si emotional, ce are
ca scop final sa adauge valoare unei afaceri
Perceptia brandului: Brand awareness->Top of mind ->Usage->Favorability->
Preference->Loyalty->Repeated sales + recommend
5 ACER CONFIDENTIAL
7. Perspectiva noastra asupra inovatiei
• Astazi inovatie inseamna simplificare, si un pic de design
• Astazi performanta de business vine poate prea mult din comunicare
multisenzoriala si emotie (BrandSense)
• Inovatia poate fi aplicata nu numai la produs, ci la toate procesele de business
• Inainte faceam produsele complicate, cu manual de utilizare, acum cat mai
simple
• Btw, a citit cineva un user manual pt tableta ?????
• O stire aparent banala, de ieri: “Sam a cheltuit pe mkting cu 1.3 MLD mai mult
decat pe R&D, mai exact 11.6 MLD USD”
• Fact: de 5 ani batem toate brandurile ce aparent sunt mai preferate decat noi:
HP, Asus, Dell, Fujitsu, Samsung
6 ACER CONFIDENTIAL
8. Cum am resusit sa avem succes ?
• Criterii ale succesului: profitabilitate, nr. de unitati vandute
• Model de business diferit: suntem singurul brand 100% INDIRECT din piata
• Loialitate fata de Distribuitorii si Clientii nostri
• Cea mai buna echipa – Acer Team – Bebe, Cristi, Marian, Ancuta, Bogdan
• Inovatie la nivel de echipa: putere bazata pe onoare, program flexibil,
independenta mare in munca zilnica
• Focus pe RELATII
• Focus pe CLIENT
• Ne straduim sa ne respectam unii pe altii (brandul intern)
• Credem in Educatie dar mai ales in autoeducare
7 ACER CONFIDENTIAL
10. Carti
1. Gary Hamel – Viitorul Managementului
2. Guy Kawasaki – Reguli pentru revolutionari
3. Joe Girard – Cum sa vinzi orice oricui
4. Aneta Bogdan – Branding pe frontul de est
5. Buyology – Martin Lindstrom (Dealer Meeting Micro 2011)
6. Cum am devenit expert in vanzari – Frank Bettger
7. Vaca mov – Seth Godin
8. Diferentiaza-te sau mori – Jack Trout
9. Pozitionarea – Jack Trout
10. Cele 11 legi ale internet branding-ului – Al Ries
11. Sfarsitul advertisingului – Sergio Zyman
12. HBR on Strategy – Harvard Business
ACER CONFIDENTIAL
