Documente Academic
Documente Profesional
Documente Cultură
TM
Airtel
Category: Mobile Services October-November 2008
00 .
Mass Driven
Airtel Vodafone 00 . BSNL Aircel Idea Reliance Tata Indicom BPL mobile MTNL Spice
Speed Driven
Size
s M d n a r B
00 .
Logarithmic scale
Airtel
GSM Pre-paid
BSNL Aircel BPL Mobile
.0
CDMA Post-paid
00 .
Reliance
-00 .
e u b i r t A
Vodafone
-00 . -00 . -.0 00 . .0 00 . 00 . 00 .
Brand
The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to other attributes. The closer it is to 0-0 axis, the less it Is associated with any attribute at all
00 .
BSNL
Widest range of tariff plans Lowest domestic call tariffs (local, STD)
.0
Tata Indicom
Least call drops, dead zones Best customer service staff
00 .
Virgin
-.0
Lowest ISD call tariffs Best network coverage nationwide Best customer service Convenient bill payment options Best flexibility in validity periods Widest range of basic service features Best flexibility in changing tariff plans Convenient pre-paid recharging options Widest range of pre-paid recharge amounts
-00 .
Best signal and network strength on roaming
Reliance
e t A u b i r
-00 . -0 -0 -0 0 0 0
Brand
The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to other attributes. The closer it is to 0-0 axis, the less it Is associated with any attribute at all
Study Overview
The first syndicated brand tracking study that proposes to measure your brand performance at the category level on monthly basis The Brand ScorecardTM not only measures the current performance of your brand but also its future-readiness (the momentum with which it is moving to compete for future market shares) Measures the sustenance power, persuasive power, consumer pull, loyalty and momentum of your brand vis--vis the competing brands in the category Gives you the key reasons why your brand is preferred more (or less) vis-vis the competing brands
Brand Sustenance
Brand Consideration
Brand Persuasion
Brand Preference
Brand Pull
Brand Loyalty
Brand Switch
Likely Switchers (Net)
Brand Momentum
Ratio of
Brand Persuasion
How persuasive is the brand story
Ratio of
Brand Pull
Brands ability to attract new/competitive brand consumers
Ratio of
Brand Loyalty
How much is the brand retaining its existing consumers
Ratio of
Likely to Continue Buying the Brand Total Current Users of the Brand
Total Current Users of the Brand Total Current Users of the Category
Preferred Current Users of the Brand Total Current Users of the Category
Brand MomentuxTM
Brands competitive-readiness for future market shares
Brand Mass
Current Users
x
x
Study Methodology
Monthly brand tracking and reporting Reporting sample of over 1,000 category relevant respondents every month. Both intended and current category users captured Online survey conducted with JuxtConsults Consumer Panel (www.getcounted.net). The panel has over 110,000 consumers representing over 291 million (or 86% of all) urban consumers. Over 10,000 new members get added every month Data made representative of all urban Indians across SEC classes, gender, age groups, town classes and regions (using appropriate 'demographic multipliers from
JuxtConsults annual land survey conducted among 12,500 urban households covering all socioeconomic strata in 40 cities representing all town classes by population size)
Respondent Profile
October-November 2008
Demographic Attributes
Gender Male Female Age Distribution Below 13 years 13-18 years 19-24 years 25-35 years 36-45 years Above 45 years City Type (Population Size) Up to 1 Lakh 1-10 Lakhs 10 Lakhs plus Region-wise Distribution North East
Mobile Services
71% 29% Not included in study 10% 30% 36% 16% 7% 31% 21% 48% 23% 8%
Respondent Profile
October-November 2008
Demographic Attributes
Socio-economic Classification SEC - A SEC - B SEC - C SEC - D SEC - E Monthly Household Income Up to Rs. 10,000 Rs. 10,000 Rs. 30,000 Rs. 30,000 Rs. 50,000 Above Rs. 50,000 Most Expensive Vehicle in the HH 4-wheeler 2-wheeler Bi-cycle / others
Mobile Services
21% 33% 29% 12% 5% 45% 37% 8% 10% 12% 50% 20%
The Report
Overall category level brand tracking and brand scorecard analysis Brand parameters reported:
Ad Scores (TOM ad recall, source of ad recall) Brand Mindshare Scores (TOM brand recall, source of recall, Total aided brand awareness) Brand Perception Map Brand Shares (Secondary - multiple usage basis, Primary - preferred usage basis) Reasons for preference for the primary brands Overall usage satisfaction rating for the primary brand Brand Performance Scores (Mind and Brand share conversion ratios, Sustenance, Persuasion, Pull, Loyalty, Momentum)
Change reporting to start only from the second month Custom and segment level reporting can be considered separately at additional cost*
* depending on the sufficiency of sample size of required segment cuts
Pricing of Reports
One Time Report*
(1 month report)
Annual Subscription*
(12 monthly reports)
Rs. 75,000
Rs. 480,000
Payment Terms
: One Time Report: 100% advance : Annual Subscription: 50% advance, 50% at 6 months
: First Report: 1 week from date of order : Monthly Reports: Every month end (by 30th)
Contact Details
Address : 3, Kehar Singh Estate, 1st Floor, Westend
Marg, Lane 2, Said-ul-Ajaib, New Delhi 110030
Thank You!