Number of screens

Brand Recall

45% Pc Owner 29% Smartphone 05% Owner 30% 08%

Top of the mind Brand recall

40 35 30 25 20 15 10 5 0

Brand Recal

Tablet 29%

Table 1
Potential Buyers
45 40 35 30 25 20 15 10 5 0

1 month or 1-3 months 3-6 months less Table 2

6-12 months

12 months & above

CONSUMER SERVICE ISSUES

Better features Low price

Recommendation

Stylish look Brand perception

Issues
Presence of service centre a major influencer in final selection. Lack of Tablet specific promotion Low battery life Dissonance of choice due to lack of features in the most preferred model is a common problem In smaller cities, The point of sale preference of product is higher as compared to Tier II cities. Lack of awareness in pros and cons of various platforms like android, windows.

Service Issues
0.6 0.5 0.4 0.3 0.2 0.1 0 Warranty After sales Apps Commodity prices

14-25

25-40

40 and above

Table 3

Potential B2B sectors which can be targeted based on primary research

Healthcare
Applications of Tablet pc in Healthcare Keeping medical records of patients Speech therapy Digital imaging Giving online prescription Sign out and billing

Education sector
Applications of Tablet pc in education Used for presentation Digitized textbooks Used for taking notes Interactive apps for education Accessing mails and digital library

Typically large chain of hospitals can be targeted as potential customers .

Typically large chain of schools, MBA colleges, Engineering colleges are the potential customers

Other sectors like retail and aviation where Tablet pc can also be implemented but currently not feasible due to the given market situation. From the survey carried across various dealers we came to know that 70 % of dealers believe that education sector is the most upcoming and promising market for tablet pc followed by health and services sector. According to our survey features perceived by B2B consumers across education and health and services sector

20 15 10 5 0

Offline retail is primary channel

Consumers
Preference as purchase channel

Dealers

30%
Online

70%

Offline

Do not prefer online shopping. Easier to get touch and feel of the product. Shipped product might be faulty causing nuisance to customer. Assured service through the dealer. Trust on known local dealers.

Offline channel is likely to stay Personal relationship with buyers. Latest products and offers available Customers look for advice from dealers/salespersons on product.

Consumer buying behaviour insights

Have a fixed brand in mind before visiting store Premium segment
15%
Yes

Have a fixed brand in mind before visiting store Regular segment

30%
Yes

85%

No

70%

No

Customers have a particular brand in mind for higher range products. Usually have specific requirements and generally do exhaustive information search before deciding on the brand. Some of the consumers just have a brand in mind due to it being a status symbol.

Customers generally have a price range and a consideration set of brands. Decision is made on the basis of best available prices, features and depending on the push from the salesperson in the retail store. Dealers generally push for which service center is easily available in the city.

 Dealers generally keep five to six brands depending on the promotions done and popularity of brands. To create a pull, availability of product and service with a particular retailer is imperative.
Awareness
Promotions at local level like demos in malls or any high footfall shopping areas can help get the brand into customers awareness set.

Consideration

Preference

Purchase

Go-to-Market strategy