MARKET POTENTIAL

STUDY OF
LAPTOP SKINS

Presented By:
P r a m o d K u m a r

A m a n p r e e t K a u r

Ahuja

 Definition
 “A laptop skin is a precision-cut vinyl
adhesive material, usually with some
design, photograph, or other image,
designed for application to the outside of
a laptop, usually on the back of the LCD
screen.” Back portion of laptop
 Where skin to be applied

 Laptop skin is also known as Laptop Art,

Laptop scratch guard, Stickers, Vinyl
Stickers etc. in USA and Europe. Laptop
skin is popular in USA and Europe and
readily available at stores and online
 Material of Laptop Skin
 Laptop Skin is made of a durable and easy-to-remove
3M vinyl material that is 5.5 mm thick.
 It has special "comply" cross-hatch channels so that one
can push out any air bubbles really easily.
 The adhesive is contained in little beads on the back of
the vinyl, it is only when on applying firm pressure
and burst them the vinyl adheres properly
 Apart from vinyl the laptop skin is made from plastic
and adhesive .
 Mostly vinyl material is preferred over plastic material.
As the design like visuals, graphics and customized
design can be easily made on vinyl material rather
than plastic.



 Features
 Easily applied to the top of any laptop.
 Fine printing quality with colors that won’t fade easily
 The adhesive is a “changeable” adhesive which is
designed to be removed easily without heat or
solvents.
 No sticky residue upon removal
 The adhesive will last up to three years.
 Waterproof and scratchproof
 Reusable and durable
 available in a wide variety of styles
 completely customized skins is also a possible.
 Types of laptop skins

 Visuals skins – a picture, photograph of something like

floral, landscape, icons etc.

 Graphic skins – quotes, brands, abstracts, or graphical
designs
Customized skins – combination of visuals and
graphic or personal pictures etc

 Countries manufacturing Laptop skin:

China
Taiwan
Vietnam
Pakistan
India
Thailand
Korea



 RESEARCH PROBLEM

The research problem in this study is to find out the

potential for this market.
 RESEARCH OBJECTIVE

 To find out acceptability of the product



 To profile the potential customer - STP

 Usage Pattern- in terms of how frequently the customers
would like to change laptop skin. Also whether there is
market potential for customized laptop skins.
 Product differentiation.


 To design Marketing mix for the product.

 RESEARCH DESIGN
 A descriptive research design has been followed for the
study.

 SAMPLING TECHNIQUE

 Sampling type: Non-Probability



 Sampling method
 Judgmental Sampling- as only people
with laptops will be approached for the
survey.
 Quota Sampling- A quota of 50% student
& 50% earning.
 Volume of data


Total sample size 114- People using laptop

(Judgmental Sampling)



 Data Collection
 PRIMARY DATA -
 Used online questionnaire.


 SECONDARY DATA-
q www.skino.com
q Magazines- Techgadgets.
q http://hubpages.com/hub/Laptop-Skins





 Limitation of Research
 Sample size constraint: Instead of following statistical
formula in determining the sample size we arbitrarily
arrived at a figure of 100


 Time constraint: Apart from the theory classes only 4 weeks

were available for the research; the research therefore
could not be exhaustive.


 Monetary constraint: As this research was conducted for

academic purpose the money spent had to be very limited.

 DATA ANALYSIS
AGE DISTRIBUTION

Age in yrs No of % of
respondents sample

15-25 66 58%
26-35 37 32%
36-45 8 7%
46 and 3 3%
above
GENDER DISTIBUTION

Gender No of % age of
respondents sample

Male 70 61%

Female 44 39%
 OCCUPATION

Occupation No of % of Sample
Respondents
Student 48 42%
Service 54 47%
Businessman 9 8%
Self Employed 3 3%
 INCOME DISTRIBUTION

Income/ No of respondents %age of

allowances sample

Less than 1 lakh 31 27%

1-3 lakh 31 27%
3-5 lakh 28 25%
More than 5 lakh 24 21%
 LAPTOP BRAND USED

Laptop brand No of respondents %age of sample

used

Dell 27 24%
HP/Compaq 43 38%
Sony 26 23%
Acer 12 11%
Other 6 5%
 FREQUENCY OF CARRYING LAPTOP
Frequency No of %age of sample
Respondents
Daily 46 40%
3-5 days a week 34 30%
1-3 days a week 17 15%
Once in a week 10 9%
once in 10 days 7 6%

INFRENCE-Laptops are exposed more to external,

therefore there are more chances of the laptop
getting scratches. Laptop skin becomes a sort of
necessary accessory which might be a requirement
for the laptop users to protect their laptops from
getting scratches.
 CONCERNED ABOUT SCRATCHES

Response No of Respondents %age of

sample

Yes 111 97%

No 3 3%

INFERENCE-97% of laptop users are concerned

about scratches which increases the scope of the
laptop skin being accepted amongst the laptop
users
 WILING TO MAKE STYLE SATEMENT
WITH LAPTOP

Response No of Respondents %age of

sample
Yes 90 79%
No 24 21%

INFERENCE-Almost 80% of users would like

to make style statement with laptop skin.
The company should try and get the laptop
skin made as per the style required by the
user.
 AWARENESS ABOUT LAPTOP
SKINS
Response No of %age of
Respondents sample
Yes 63 55%
No 51 45%

INFERENCE-Almost 50% of the respondents

are not aware of the laptop skin. thus
companies should come out with better
promotional ideas to create awareness level
amongst the laptop users.
 WANT VISIBLE LAPTOP BRAND
Response No of %age of
Respondents sample
Yes 97 85%
No 17 15%

INFERENCE-More than 85% of

laptop users want to keep their
laptop brands visible, thus the
laptop skin manufacturing
companies should customize
their products as per the laptop
models available in the market.
 PRIORITY PROTECT LAPTOP FROM
SCRATCHES
Scale Para No of %ageof
meters respondents sample

INFERENCE-
1- Least 1 1% Scratch
Important protection- 80%
2 1 1% of the
respondents like
3 4 4% the product in
4 18 16% order to guard
5- Most 90 79% their laptop
Important from scratches.
 PRIORITY MAKE IT AS A STYLE
STATEMENT

Scale Parameters No of respondents%ageof

sample INFERENCE-
almost 75% of
1- Least Important 4 4% laptop users
would like to
use this
2 9 8%
product to
3 17 15% make style
4 35 31% statements.
5- Most Important 49 43%
 WANT TO ENDORSE ANY
PRODUCT / IDEA / CAUSE
Scale Parameters No of %ageof
respondents sample

1- Least 12 11%
Important INFERENCE-
Endorsement of idea-
2 13 11% this concept of
3 37 32% using the laptop
4 33 29% skin is not a better
idea by the
5- Most 19 17% respondents. they
Important are not very much
sure whether they
would like to use
the laptop to
project any idea
they have in mind or
not.
 DESIRED PRICE RANGE
Price Range No of respondents %age of
sample
Rs 300-500 25 22%
Rs 501- 750 51 45%
Rs 751 - 1000 25 22%
RS 1000 above 13 11%

INFERENCE-45% of the respondents would

like to purchase the product at a price of
501 – 750.
 DURATION TO CHANGE LAPTOP

Change Period No of %age of

respondents sample
Once in a month 3 3%
Once in 3 month 28 25%
Once in 6 month 62 54%
Once in a year 21 18%

INFERENCE-More than 50% respondents

would want to change their laptop skin once
in six months.
 MEDIA TO NOTICE LAPTOP
SKIN

Media No of %age
responses INFERENCE-Maximum
Online 79 69% number of people notice
Advertisement
Magzines 44 39% computer accessories
Relatives and 42 37% online.
friends
In computer and 72 63%
stationary store
Other 1 1%
 PREFERABLE BUYING MODE
Buying mode No of %age
responses
Online 73 64%
Electronic stores 36 32% INFERENCE-Maximum
Gift Shops 18 16% number of respondents
Computer and 98 86% would prefer buying the
sationary Stores laptop accessories from
Other 0 0% computer & stationary
stores.
 CONCLUSION

Awareness
 In India the product is in a very nascent stage, only 55%
of the respondents were aware of the product
Segmentation, Targeting & Positioning
 The research also reveals that the most favorable age
group for this product is 15-25 years with an annual income
0-3lakhs will be favorable for both working professionals and
students.
 Marketing Mix
 Product-Research reveals that the product should be
available with an option to customize it according to
personal tastes.
Price-The respondents, on an average, are willing to
pay Rs.501-750 for a laptop skin.
 Place-Electronic Stores and Computer & Stationary
Shops are the most preferred places for the purchase
of the Laptop accessories.
Promotion-Magazine and Online promotion for the
laptop skin are the best suited & most preferred
medium



 Recommendation
 1. Promotion- Laptop skin manufacturing company needs to carry out
good promotional programs.

 2. Media of promotion- Companies need to go for online
advertisement and advertisement in Computer and stationary

 3. Material Quality- good quality material so that it can prevent
laptops with scratches for a longer period.

 4. Stylish Designs- Companies should try to make skins as stylish as
possible and matching with current trend as 80% of users would like
to make style statement with the laptop skins
 5. Price Range- product range in Rs501-750 price range as it’s a
range which almost 50% of users are willing to pay

 6. Design Team- As 45% of users would like to go for customized
designs.

 7. New Range launch period- new range of skins in every six
months as almost 50% of users would like to change their skins in
every six month.

 8. Distribution channel to be used- Companies should try to
build up a good distribution system with Computer and stationary
stores and try to build up an excellent on line purchase system as
almost 80% of the users will be going to use these to mediums to
purchase skins.

 BIBLIOGRAPHY

 Marketing Research by Harper W. Boyd, Jr. & Ralph

Westfall
 Kotler, Philip & Armstrong, Garry., Principles of Marketing,
New Delhi, Prentice Hall of India Pvt. Ltd., 2006., 12th
Edition
 http://hubpages.com/hub/Laptop-Skins
http://en.wikipedia.org/wiki/Laptop_skins Page
 www.skino.com