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Brand Airtel

Industry Telecom
Other Players Vodafone, BSNL, Reliance, Tata Indicom

DIMENSION STRENGTH STATURE


BRANDS Differentiation Relevance Esteem Knowledge
Airtel 100 100 100 80
Vodafone 80 80 80 100
BSNL 20 20 40 40
Reliance 60 60 60 60
Tata Indicom 40 40 20 20

DIMENSION Strength Stature Rank


Airtel 100 100 5
Vodafone 80 100 4
BSNL 20 40 2
Reliance 60 60 3
Tata Indicom 40 20 1
Telecom Industry
(Differentiation & Relevance)
Brand Strength

Brand Stature
(Esteem & Knowledge)

Airtel
100

80

60

40

20

0
Differentiation Relevance Esteem Knowledge
If number portability is allowed, will you shift to another brand? If yes, then which brand?
S.No Verbatim Current Brand Verbatim

1 Yes
2 Yes
3 Yes
4 No Airtel
5 No Airtel
6 No Airtel
7 Yes
8 Yes
9 No Airtel
10 No Reliance
11 No Airtel
12 No Vodafone
13 No Airtel
14 Yes
15 No Vodafone
16 No Vodafone
17 No Vodafone
18 Yes
19 No Vodafone
20 No Airtel
21 No Airtel
22 Yes
23 Yes
24 No Airtel
25 Yes
26 Yes
27 No Airtel
28 No Airtel
29 No Airtel
30 No Vodafone
31 No Airtel
32 No Vodafone
33 No Vodafone
34 No Vodafone
35 No Airtel
36 No Airtel
37 No Vodafone
38 No Vodafone
39 No Vodafone
40 No Vodafone

Brands Retention Shift to


Weightage 15 15
Airtel 15 0
Vodafone 13 0
BSNL 0 0
Reliance 1 0
Tata Indicom 0 0
BRAND DIFFERENTIATION
Brands Airtel Vodafone
Total Score 1315 1350
Rank 1 2
Percentile 100 80

Brand Differentiation
100

80

60

40

20

0
Airtel Vodafone BSNL Reliance Tata
Indi
and? If yes, then which brand? Associate a brand of mobile service providers to the follo
Verbatim Innovative Cares for customers

Airtel Vodafone Tata Indicom


Airtel Vodafone Vodafone
Airtel Vodafone Airtel
Airtel Airtel
Reliance Airtel
Vodafone Vodafone
Reliance Airtel Airtel
Tata Indicom Tata Indicom Vodafone
Vodafone Airtel
Airtel Airtel
Airtel Vodafone
Vodafone Vodafone
Reliance Reliance
Airtel Vodafone Airtel
Tata Indicom Airtel
Airtel Vodafone
Reliance Airtel
Vodafone Reliance Vodafone
Vodafone Airtel
Reliance Airtel
Reliance Airtel
Reliance Vodafone Tata Indicom
Reliance Airtel Vodafone
Airtel Airtel
Airtel Vodafone Vodafone
Vodafone Vodafone Vodafone
Vodafone Vodafone
Airtel Vodafone
Reliance Vodafone
Vodafone Vodafone
Reliance Airtel
Airtel Vodafone
Vodafone Vodafone
Vodafone Vodafone
Vodafone Vodafone
Airtel Vodafone
Reliance Vodafone
Vodafone Vodafone
Airtel Airtel
Reliance Vodafone

30 Response Innovative Cares for Customer


Scores Weightage 5 5
225 Airtel 11 15
195 Vodafone 17 22
0 BSNL 0 0
15 Reliance 10 1
0 Tata Indicom 2 2
RENTIATION
BSNL Reliance Tata Indicom
85 400 85
5 3 4
20 60 40

rand Differentiation

ne BSNL Reliance Tata


Indicom
e service providers to the following words Pick the brand t
Value Quality Plans

Vodafone Vodafone Vodafone


Airtel Vodafone airtel
Airtel Reliance airtel
Airtel BSNL Reliance
Airtel Airtel Airtel
Airtel Airtel Airtel
Reliance Airtel Reliance
Reliance Vodafone Tata Indicom
Airtel Airtel Reliance
Reliance Reliance Reliance
Reliance Airtel airtel
bsnl Vodafone Vodafone
Reliance Airtel airtel
Airtel Vodafone airtel
Vodafone Reliance Vodafone
Reliance Vodafone Reliance
Airtel Vodafone Reliance
Airtel Airtel Reliance
bsnl Vodafone airtel
Airtel Airtel Reliance
Vodafone BSNL Reliance
Reliance Vodafone Vodafone
Reliance Vodafone Reliance
Airtel Airtel bsnl
Tata Indicom Airtel airtel
Airtel Airtel Vodafone
Airtel Airtel Airtel
Airtel Airtel airtel
Vodafone Vodafone Reliance
Reliance Vodafone Reliance
Airtel Airtel Reliance
Vodafone Vodafone Vodafone
Vodafone Vodafone Vodafone
Vodafone Vodafone airtel
Airtel Airtel airtel
Airtel Airtel airtel
bsnl Vodafone Vodafone
Vodafone Vodafone airtel
Vodafone Airtel Vodafone
Vodafone Vodafone Reliance

Value Quality 20 Response Plan


5 5 Scores Weightage 10
17 17 300 Airtel 15
10 18 335 Vodafone 9
3 2 25 BSNL 1
9 3 115 Reliance 14
1 0 25 Tata Indicom 1
Pick the brand that you consider the best for the following attributes(50)
Customer Service Value Added Services Promo offers Ease of Recharge

Tata Indicom Vodafone Vodafone Airtel


Vodafone Airtel airtel Vodafone
Vodafone Vodafone airtel Reliance
Airtel Airtel Airtel Airtel
Airtel Airtel Airtel Vodafone
Vodafone Airtel Airtel Airtel
Vodafone Reliance Airtel Airtel
Airtel Reliance Vodafone Airtel
Airtel Vodafone Airtel Airtel
Reliance Vodafone Vodafone airtel
vodafone Airtel Tata Indicom Airtel
Vodafone Vodafone Vodafone Vodafone
Airtel Airtel Vodafone Airtel
Vodafone Airtel airtel Airtel
Vodafone Vodafone Reliance Vodafone
Vodafone Airtel Reliance Vodafone
Vodafone Vodafone airtel BSNL
Airtel Airtel Vodafone Airtel
BSNL Tata Indicom Vodafone Airtel
Vodafone Reliance Vodafone Vodafone
bsnl Tata Indicom BSNL Vodafone
Vodafone Vodafone Reliance Vodafone
Airtel Vodafone Vodafone Vodafone
Airtel Vodafone airtel Airtel
Airtel Vodafone Vodafone Airtel
Vodafone Vodafone Vodafone Airtel
Airtel Vodafone Vodafone Reliance
Airtel Airtel airtel Airtel
Vodafone Airtel Vodafone Vodafone
Vodafone Vodafone Vodafone bsnl
Airtel Airtel Reliance tata indicom
Vodafone Vodafone Vodafone Vodafone
Vodafone Vodafone Vodafone Vodafone
Airtel Vodafone Vodafone Vodafone
Airtel Airtel airtel Airtel
Airtel Airtel airtel Airtel
Vodafone Reliance Reliance Vodafone
Vodafone Airtel airtel Vodafone
Airtel Airtel Vodafone Vodafone
Vodafone Reliance Vodafone Vodafone

Cares for Customer Value Added Services Promo Offers Recharge or Payment 50
10 10 10 10 Scores
16 16 14 18 790
20 17 19 17 820
2 0 1 2 60
1 5 5 2 270
1 2 1 1 60
Which brand will you suggest to a new mobile user?
S.No Verbatim

1 Vodafone
2 Vodafone
3 airtel
4 Airtel
5 Airtel
6 Airtel
7 Reliance
8 vodafone
9 Airtel
10 vodafone
11 Airtel
12 vodafone
13 Airtel
14 Airtel
15 vodafone
16 vodafone
17 vodafone
18 reliance
19 vodafone
20 Airtel
21 airtel
22 vodafone
23 Airtel
24 Airtel
25 Airtel
26 vodafone
27 Airtel
28 Airtel
29 Vodafone
30 vodafone
31 Airtel
32 Airtel
33 vodafone
34 vodafone
35 airtel
36 airtel
37 vodafone
38 vodafone
39 Airtel
40 Vodafone

Weightage 50 Response
Response Count Scores Weightage
Airtel 20 1000 Airtel
Vodafone 18 900 Vodafone
BSNL 0 0 BSNL
Reliance 2 100 Reliance
Tata Indicom 0 0 Tata Indicom
BRAND RELEVANCE
Brands Airtel Vodafone BSNL Reliance
Total Score 1830 1530 40 420
Rank 1 2 5 3
Percentile 100 80 20 60

Brand Relevance
100

80

60

40

20

0
Airtel Vodafone BSNL Reliance Tata
Indicom
Which brand do you associate with the following mobile needs?
Call SMS GPRS Email Access Other VAS

Reliance Vodafone Airtel Airtel Airtel


Vodafone airtel Airtel Vodafone Airtel
Airtel Reliance Vodafone Airtel Vodafone
Reliance Airtel Airtel Airtel BSNL
Airtel Reliance Airtel 0 Airtel
Airtel Airtel Vodafone Vodafone Airtel
Reliance Reliance Airtel Airtel Reliance
Tata Indicom Reliance Reliance Reliance Reliance
Airtel Airtel Vodafone Vodafone Airtel
airtel Vodafone Vodafone Reliance Vodafone
Reliance Reliance Airtel Airtel airtel
Vodafone Reliance Vodafone Vodafone Vodafone
Airtel Reliance Vodafone Vodafone Airtel
Airtel airtel Reliance Airtel Airtel
Reliance Vodafone Reliance Vodafone Vodafone
BSNL Reliance Vodafone Airtel Airtel
Airtel Vodafone Airtel Airtel Reliance
Reliance Vodafone Tata Indicom 0 Vodafone
Vodafone airtel Airtel Vodafone Airtel
Airtel airtel Vodafone Reliance Reliance
Airtel Vodafone Tata Indicom Reliance BSNL
Reliance Vodafone Vodafone Vodafone 0
Airtel airtel Airtel 0 Airtel
Airtel airtel Airtel Airtel Vodafone
Tata Indicom airtel Vodafone Vodafone Airtel
Airtel airtel Airtel 0 Vodafone
Reliance Airtel Airtel Airtel
airtel airtel 0 0 Airtel
Vodafone Vodafone Airtel Airtel Vodafone
Vodafone Reliance Airtel Reliance Airtel
Airtel airtel Reliance 0 Airtel
Airtel Vodafone Vodafone Vodafone Vodafone
Vodafone Vodafone Vodafone Vodafone Vodafone
Vodafone Vodafone Airtel 0 Vodafone
Airtel airtel Airtel 0 Airtel
Airtel bsnl Airtel Vodafone Airtel
Vodafone Reliance Vodafone Reliance Vodafone
Airtel airtel Vodafone Vodafone Airtel
Vodafone Airtel Tata Indicom Airtel Vodafone
Vodafone Vodafone Tata Indicom 0 Vodafone

Call SMS GPRS Email VAS


10 10 10 10 10 Scores
19 17 17 11 19 830
10 12 14 13 14 630
1 1 0 0 2 40
8 10 4 6 4 320
2 0 4 0 0 60
Tata Indicom
60
4
40

Tata
Indicom
Which brand do you think is the most respected among the service providers?
S.No Verbatim

1 Tata Indicom
2 Vodafone
3 Airtel
4 Airtel
5 Airtel
6 Airtel
7 Reliance
8 Vodafone
9 Airtel
10 Reliance
11 BSNL
12 Vodafone
13 Airtel
14 Reliance
15 Airtel
16 Airtel
17 Airtel
18 Vodafone
19 Airtel
20 Airtel
21 Vodafone
22 Vodafone
23 Airtel
24 Airtel
25 Airtel
26 Airtel
27 Airtel
28 Airtel
29 Airtel
30 Vodafone
31 Airtel
32 Vodafone
33 Vodafone
34 Vodafone
35 Airtel
36 Airtel
37 Vodafone
38 Vodafone
39 Vodafone
40 Vodafone

Weightage 65 Weighted
Response Count Scores
Airtel 21 1365
Vodafone 14 910
BSNL 1 65
Reliance 3 195
Tata Indicom 1 65

BRAND ESTEEM
Brands Airtel Vodafone
Total Score 1897 1414
Rank 1 2
Percentile 100 80

Brand Esteem
100
80
60
40
20
0
Airtel Vodafone BSNL Reliance
Associate a brand of mobile service providers to the following words
Stylish Reliable Socially Responsible Honest

Vodafone Tata Indicom Tata Indicom Tata Indicom


Vodafone Vodafone Vodafone Tata Indicom
Vodafone Airtel bsnl Airtel
Vodafone BSNL BSNL Airtel
Airtel Airtel Airtel Airtel
Airtel Airtel Airtel Airtel
Vodafone Reliance BSNL BSNL
Airtel Vodafone BSNL BSNL
Vodafone Airtel Airtel BSNL
Vodafone Reliance Airtel Airtel
Airtel Reliance bsnl bsnl
Vodafone Vodafone Airtel Vodafone
Vodafone Airtel bsnl BSNL
Vodafone Airtel Airtel Airtel
Vodafone Vodafone Airtel Vodafone
Vodafone Tata Indicom Airtel Tata Indicom
Airtel Airtel Vodafone Airtel
Airtel Vodafone Airtel Vodafone
Vodafone Reliance Airtel bsnl
Vodafone Reliance bsnl Airtel
Vodafone Reliance Vodafone Vodafone
Vodafone Reliance Tata Indicom Tata Indicom
Airtel Reliance Airtel bsnl
Airtel bsnl Vodafone Airtel
Vodafone Airtel Reliance Airtel
Vodafone Vodafone Airtel Airtel
Airtel Airtel Airtel Reliance
Vodafone Airtel Airtel Airtel
Airtel Vodafone BSNL Tata Indicom
Vodafone Airtel Airtel Vodafone
Vodafone Airtel Tata Indicom BSNL
Vodafone Airtel Airtel Tata Indicom
Vodafone Vodafone Vodafone Vodafone
Airtel Vodafone Vodafone Airtel
Airtel Vodafone Tata Indicom Airtel
Vodafone Airtel Reliance bsnl
Reliance Vodafone bsnl Tata Indicom
Airtel Airtel Vodafone Vodafone
Vodafone Vodafone Reliance Vodafone
Vodafone Vodafone Vodafone Vodafone

Response Stylish Reliable Socially Responsible Honest


Weightage 7 7 7 7
Airtel 13 15 16 14
Vodafone 26 13 8 9
BSNL 0 2 9 9
Reliance 1 8 3 1
Tata Indicom 0 2 4 7

M
BSNL Reliance Tata Indicom
226 300 163
4 3 5
40 60 20

Brand Esteem

e BSNL Reliance Tata


Indicom
he following words
Prestigious

Tata indicom
airtel
vodafone
Airtel
Airtel
Airtel
vodafone
BSNL
Airtel
bsnl
bsnl
vodafone
reliance
airtel
airtel
vodafone
airtel
airtel
vodafone
airtel
vodafone
vodafone
vodafone
airtel
airtel
vodafone
vodafone
vodafone
Airtel
vodafone
airtel
vodafone
vodafone
airtel
airtel
airtel
vodafone
vodafone
Airtel
Reliance

Prestigious Weighted
7 Scores
18 532
16 504
3 161
2 105
1 98
What is the first brand that comes to your mind when I say m
S.No Name Current Brand Verbatim

1 Ritu Vodafone Vodafone


2 Atul Airtel Vodafone
3 Tarun Vodafone Airtel
4 Shweta Airtel Airtel
5 Jyoti Airtel Airtel
6 Manoj Airtel Airtel
7 Abhishek Airtel Airtel
8 Nabendu Vodafone Vodafone
9 Auritro Airtel Airtel
10 Ritesh Reliance Reliance
11 Ananth Airtel Airtel
12 Deepshikha Vodafone Vodafone
13 Buddaditya Airtel bsnl
14 Kausambi Vodafone Airtel
15 pankaj Vodafone Vodafone
16 sourav J Vodafone Vodafone
17 sumit T Vodafone Airtel
18 sandeep Airtel Vodafone
19 somnath Vodafone Vodafone
20 piyush Airtel bsnl
21 sumant Airtel Airtel
22 apoorva Vodafone Vodafone
23 gunjan Airtel Airtel
24 parikshit Airtel Airtel
25 Abhiram Reliance Airtel
26 silky Airtel Vodafone
27 Uma Airtel Airtel
28 paras Airtel Airtel
29 Mohit Airtel Vodafone
30 sahil Vodafone Vodafone
31 hardik Airtel Airtel
32 rakesh Vodafone Reliance
33 sanniti Vodafone Vodafone
34 shalini Vodafone Vodafone
35 sonam Airtel Airtel
36 nabila Airtel Airtel
37 donald Vodafone Vodafone
38 vinit Vodafone Vodafone
39 Pradeep Vasudevan Vodafone Vodafone
40 Vijay Leon Vodafone Vodafone

Weightage
Response
Airtel
Vodafone
BSNL
Reliance
Tata Indicom

BRAND KNOWLEDGE
Brands Airtel Vodafone
Total Score 1890 1980
Rank 2 1
Percentile 80 100

Brand Knowledge
100

80

60

40

20

0
Airtel Vodafone BSNL Relianc
rand that comes to your mind when I say mobile operators? Mention the tag line of
Verbatim Airtel

Vodafone No
Vodafone yes
Airtel Yes
Airtel yes
Airtel no
Airtel yes
Airtel yes
Vodafone yes
Airtel no
Reliance no
Airtel yes
Vodafone no
bsnl yes
Airtel yes
Vodafone no
Vodafone no
Airtel no
Vodafone no
Vodafone no
bsnl no
Airtel yes
Vodafone no
Airtel no
Airtel yes
Airtel no
Vodafone no
Airtel yes
Airtel yes
Vodafone No
Vodafone no
Airtel no
Reliance no
Vodafone no
Vodafone no
Airtel no
Airtel no
Vodafone no
Vodafone yes
Vodafone no
Vodafone no

40 Brands Airtel
Count Scores Weightage 30
18 720 Response Yes
18 720 Count 14
2 80 Score 420
2 80
0 0

RAND KNOWLEDGE
BSNL Reliance Tata Indicom
620 650 540
4 3 5
40 60 20

Brand Knowledge

Vodafone BSNL Reliance Tata Indicom


Mention the tag line of the following brands Associate a mobile opera
Vodafone BSNL Reliance Tata Indicom Red, Black & White

Yes No Yes Yes 0


yes no yes no Airtel
No No No No Airtel
no no yes no Airtel
no no no no Airtel
no yes no no 0
yes yes yes no 0
yes yes yes yes 0
no no no no 0
no no no no 0
yes yes no no Airtel
yes yes no no 0
no yes no no 0
no no no no Airtel
no no No no 0
no no no no Airtel
no no yes no 0
yes no no no Airtel
No no no no Airtel
no no no no 0
no yes no no Airtel
no no no no Airtel
No No no no Airtel
yes yes no no Airtel
no yes no no Airtel
yes no no no Airtel
no yes no no Airtel
no no no no 0
No No No No Airtel
no no no no Airtel
no no no no 0
no no no no 0
yes no no no Airtel
no no no no Airtel
yes no no no Airtel
yes no no no 0
yes yes yes no Airtel
yes no no no Airtel
yes yes no no Airtel
no no no no Airtel

Vodafone BSNL Reliance Tata Indicom Weightage 30


30 30 30 30 Response Airtel
Yes Yes Yes Yes Count 25
15 12 7 2 Score 750
450 360 210 60
Associate a mobile operator brand with the logo colors mentioned
Red & White Blue & Red Red, Blue & White Blue, White & Yellow

0 0 0 Tata Indicom
vodafone 0 Reliance 0
0 bsnl 0 0
Vodafone 0 0 0
vodafone 0 Reliance 0
0 0 0 Tata Indicom
0 0 Reliance Tata Indicom
vodafone 0 0 Tata Indicom
vodafone 0 0 Tata Indicom
vodafone 0 0 0
vodafone 0 0 0
0 0 0 0
0 0 0 0
vodafone 0 0 0
vodafone 0 0 Tata Indicom
vodafone 0 Reliance Tata Indicom
0 0 0 0
0 0 0 0
vodafone bsnl Reliance 0
vodafone 0 0 0
0 0 0 Tata Indicom
vodafone bsnl 0 0
vodafone 0 0 0
0 0 0 0
vodafone 0 0 Tata Indicom
0 0 0 0
vodafone BSNL Reliance Tata Indicom
vodafone 0 0 0
Vodafone 0 Reliance 0
vodafone bsnl 0 Tata Indicom
0 0 Reliance 0
vodafone 0 0 Tata Indicom
vodafone 0 0 0
vodafone 0 0 0
vodafone 0 Reliance 0
0 0 0 0
vodafone bsnl Reliance Tata Indicom
vodafone 0 0 Tata Indicom
vodafone 0 Reliance Tata Indicom
vodafone 0 Reliance Tata Indicom

30 30 30 30
Vodafone BSNL Reliance Tata Indicom
27 6 12 16
810 180 360 480
What attribute do you consider most in a service provider?
Brand name Friends brand Call rates VAS Connectivity

yes
yes
Yes
yes
yes
yes
yes
yes
yes
yes
yes
yes yes
yes yes
yes yes
yes
yes
yes
yes
yes
yes
yes
yes yes
yes
yes
yes
yes

yes yes
yes
yes
yes yes
yes
yes yes
yes yes
yes yes
yes yes
yes yes yes yes
yes yes
yes yes
yes yes
Brand name Friends brand Call rates VAS Connectivity
Yes Yes Yes Yes Yes
7 5 14 5 24
Current Brand

Vodafone
Airtel
Vodafone
Airtel
Airtel
Airtel
Airtel
Vodafone
Airtel
Reliance
Airtel
Vodafone
Airtel
Vodafone
Vodafone
Vodafone
Vodafone
Airtel
Vodafone
Airtel
Airtel
Vodafone
Airtel
Airtel
Reliance
Airtel
Airtel
Airtel
Airtel
Vodafone
Airtel
Vodafone
Vodafone
Vodafone
Airtel
Airtel
Vodafone
Vodafone
Vodafone
Vodafone

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