Marketing Home Assignment no. 2 Topic: Give a competition details of memory cards (USB Flash Drives) in India.

Submitted to: Prof. S.V Kumar Faculty, Marketing Management-2 IBS, Hyderabad

Submitted by: Sankalp Lalvani 12BSPHH010907 Seat no. 37

Submitted by: Sankalp Lalvani 12BSPHH010907

Seat No.37

It was built to overcome the disadvantages of CD-Rom and Floppy disks of limited storage space and non ability of re-writing. delicate circuit board which stores electronic data as well as a USB Connector insulated and protected inside a plastic.37 . rubberized case as per manufacturers’ choice. generally affordable price. huge storage space. Players in Indian Market:  Moser Baer  Transcend  SanDisk  HP Submitted by: Sankalp Lalvani 12BSPHH010907     Lexar Microware Sony Buffalo Technologies Seat No. metal. The exciting feature of pen drives was smaller size. The mechanics of a flash drive includes a small. wooden.Competition in USB flash drive market in India A USB flash drive stands for Universal Serial Bus interface which is a data storage device. high durability and long life. re-writ ability.

it would be correct to say that it is a red ocean. HP has focused on product variety to provide a huge array of product designs for constant storage capacity at various prices. For the USB market. is on an initial stage and need to focus more in order to gain in the market. Sony though with limited products also manages to lure its loyal customers who believe firmly in its cutting edge technology. design and quality. Its product designs though not very innovative have been still picked by its loyal customers. Submitted by: Sankalp Lalvani 12BSPHH010907 Seat No. the international entrant has focused on providing products with great designs to customers at premium prices focusing on the design and style side of the product. Silicon though not much heard of. Buffalo. Their main focus is on bringing in more product designs and providing an array of high capacity disks in various designs. Also.37 . Moser Baer which was expected to be the pioneer in the segment due its log presence in India has concentrated at low priced products for long. with lot of competition and no scope for new entrants until and unless there is heavy product differentiation as well as low price. Strontium is charging marginally higher charges than others with low capacities and main product focus on selling its special 128GB pen drive to extract huge sums for spend savvy customers. Transcend and Kingston primary focus on being competitive pricing to give a tough struggle to other competing brands.    Strontium Kingston EMTEC Adata     Verbatim Trek Simmtronics Other customized producers Understanding of the competition There is a stiff price competition for all sorts of storage capacities among the data storage device producers. It has been one of the first players in the industry. Sandisk has focused on psychological pricing for their products giving a different yet lucrative pricing to its customers.

349. 301.Rs.300 4 GB – Rs. 1. 32GB – Rs.8.600 16GB for Rs. Company 1 Buffalo Technologies Prices 2GB for Rs. 999.300 4 GB – Rs.300 4 GB – Rs.430 8 GB – Rs. 549.450 8 GB – Rs. 64GB .Rs.000.Rs.480 8 GB – Rs.4.1.930 2 3 4 5 6 SanDisk.2000.870 16 GB – Rs.651.460 8 GB – Rs.500. 499 4GB . Cruzer Glide.406.1300. 16GB – Rs.840 16 GB – Rs.Rs.5600  32GB – Rs. Cruzer Facet Cruzer Pop Strontium Key Spin Hulk Transcend Jetflash Kingston DataTraveler Sony Micro Vault USM4GN Micro Vault USM8GN Micro Vault USM16GN Micro Vault USM32GN                      HP V-112 B HP V-210 W HP V-165 W HP V-220 W HP V-240 W HP V-115 W HP V-250 W HP V-335 W HP V-223 W HP V-112 B HP V-240 W HP V-210 W HP V-165 W HP V-220 W HP V-250 W HP C-335 W HP V-165 W HP 112 W HP V-210 W HP V-220 W HP V-250 W 7                         Submitted by: Sankalp Lalvani 12BSPHH010907 Seat No.Rs. 3.840 16 GB – Rs.280 4 GB – Rs.310 4 GB – Rs. 19.1. 700 4GB for Rs. 283. 2GB . 1.6.Extreme.200 16GB to 64GB capacities Rs. 8GB .600 16 GB – Rs. 259 .510 4 GB – Rs.290 4 GB – Rs. 4GB to 32GB capacities Rs.920 16 GB – Rs.2.37 .5. 4GB . 128GB – Rs.330 4 GB – Rs.161.000 8GB for Rs.No.999 128GB . 16GB .450 8 GB– Rs.Rs.189 4GB to 128GB capacities Rs.Rs.510 16 GB – Rs.999  8GB – Rs.20.000 4 GB – Rs.199 32 GB– Rs.460 8 GB – Rs.Prices of prime brands S.320 8 GB – Rs.500 4 GB – Rs. 1.1. 1.448 4GB to 32GB capacities Rs.500 8 GB – Rs.

37 . has remained balanced but maintained its initial performance by securing 32% share. 599 4 GB Pen Drive – Rs.2040 32 GB – Rs. The flash drive market is one of the fastest growing segments in India. The market reports suggest an increase/boom in the use of storage peripheral devices like pen drives. external hard disks etc. ease of use and mobility are the key factors that have made these products lucrative to consumers.2140 8 GB – Rs. These products have created a major market pull. Portability. both brands gave tough competition to one another by launching new models of USB drive with attractive designs and attributes to lure all customer segments. Although Transcend’s pick up by customer is good.1200 4 GB. Sandisk maintained its style of introducing innovative and stylish products while embracing aggressive marketing activities that helped it to secure an impressive growth rate. Company’s name Kingston Transcend Sandisk Others Submitted by: Sankalp Lalvani 12BSPHH010907 Market share as of 2011-2012 35% 32% 25% 8% Seat No. 32 GB Rs.     8 HP V-165 W HP V-220 W HP V-210 W HP V-250 W HP V-223 W Moser Baer Swivel Racer Silicon 836 Silicon T01      32 GB – Rs. Transcend. 400 8 GB –Rs. such that the global slowdown could not hurdle their growth story. digital cameras.2020 32 GB – Rs.1890 32 GB – Rs. FY11 proved to be a great year for Kingston that maintained a healthy business growth and dominated the market. As far as products are concerned. The flash drive market in India saw modest growth of 16% last fiscal and revenues of Rs 676 crore. MP3/MP4 players. 350.1950 32 GB – Rs. 600 9   Market share and its understanding The demand for information storage devices has been increasing ever since floppys’ came into existence.Rs. Kingston seems to have controlled through a more organized business approach.

Bibliography: Submitted by: Sankalp Lalvani 12BSPHH010907 Seat No.37 . Kingston has enjoyed its presence in the Indian market for long and has a loyal customer base. Moser Baer was delayed and not stiff enough to shake the presence of Kingston in market. The product category faces continual technology up gradation and enhanced aesthetics and flashy designs. Whereas transcend. Sony. introduction of new and innovative features like high speed. Sandisk has got a good hold on market but can grow further with innovative designs at premium prices. is comparatively newer to the Indian market but has managed a fairly good share. slimmer and compact pen drives will add more to consumer value. The market is growing and the competition is intensely stiff for the players in the market. Moser Baer etc and would require immense efforts to grow. Market share 8% 35% 25% Kingston Transcend Sandisk Others 32% Demand for high capacity pen drives has grown as the most popular entry level product today is 4 GB drive followed by 8 GB and 16 GB. To attract buyer’s brands like Dell and Transcend came up with newer concepts. There is a small share of other players like HP.The market leader is Kingston with a very near competitor Transcend with 35% and 32% shares respectively. Kingston mainly enjoyed a first mover advantage as the competition from existing player.

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