Professional Documents
Culture Documents
Industry Telecom
Other Players Vodafone, BSNL, Reliance, Tata Indicom
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
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
rand Differentiation
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
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
M
BSNL Reliance Tata Indicom
226 300 163
4 3 5
40 60 20
Brand Esteem
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
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
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