Assessing Brand Image of BSES in Delhi

- A Proposal For Research

For: BSES Delhi

By: IMRB International

April 2011

The Magic of Minds

Study Background

Setting The Context

BSES, a subsidiary of Reliance Infrastructure through a partnership initiative with the Delhi Government supplies power to 30 Lakh consumers in Delhi.

Following the privatization of Delhis power sector and unbundling of the Delhi Vidyut Board in July 2002, the business of power distribution was transferred to BSES Yamuna Power Limited (BYPL) and BSES Rajdhani Power Limited (BRPL).

BSES Yamuna distributes power to 14 districts spread across Central & East areas of Delhi while BSES Rajdhani distributes power to 19 districts spread across South & West areas. While the competitor, NDPL, a subsidiary of Tata Power, distributes power primarily to North Delhi

Delhi consumers have experienced a significant change in the way customer care activities have been processed by BSES across critical parameters of product & service.

The client want to understand perception about the brand among the consumers of Delhi on critical product & service parameters. In this regard client has approached IMRB International to conduct a study

This document outlines our research approach and design along with the associated time and cost estimates

OVERALL Research Approach

Research Approach

The study design will include both, a qualitative module as well as a quantitative one. The Qualitative phase will provide an understanding of the current existing perceptions regarding BSES and competition as well sources of this image

In the Quantitative phase, the image attributes generated in the Qualitative phase would be quantified to determine the brand image association among Delhi consumers

QUANTITATIVE MODULE

Research Objectives - Quantitative

The key objective of this phase will be:

To ascertain the image association of BSES on identified attributes.

To determine the level of familiarity with BSES (& competition) in terms of the type of products /

services that it offers

To determine BSES strength and weaknesses To uncover the image association with BSES and its competitor by understanding how they are viewed as a company on identified attributes

Information Areas

Information Areas
Broadly the areas of enquiry would be as follows (The Information areas would be fleshed out while
designing the questionnaire)

Brand Saliency

Spontaneous Recall

Existing energy usage Rating on Importance of key attributes for various products & services

Supply Reliability Transparency in billing Door step service Presence of customer care offices in all division etc.

Understanding level of satisfaction on various key attributes of products & services Demographic Profiling

Age, Occupation, Education etc. in case of Individual No of employees, turnover etc in case of SMEs

QUALITATIVE MODULE

Research Objective: Brand equity of BSES in category context

Category environment
Category codes in Broking Industry Key category Codes in Industry across: -Product/service experience /expectations -Service experience/ expectations -Brand communication -Documentation/forms/policies/instructions/bills -ATL/BTL -Service centers /service calls -Brand ID, packaging, labels -Internet BSESs equity
BSES Values / Equity 5. Brand Identity

Brand Environment

1. Brand Salience / standing

4. Brand Competitiveness/ Health

2. Brand Loyalty/ Commitment

3. Perceived Quality and performance

Qualitative approach
Understanding the category environment and its codes To understand the market better we intend to adopt the Aakers Brand Equity Model

Brand Awareness
Provides Value to customer by enhancing customers: Interpretation, processing of information Confidence in the purchase decision Use satisfaction Provides Value to firm by enhancing: Efficiency and effectiveness of marketing programs, Brand loyalty, Prices, margins, Brand extension, Trade leverage, Competitive advantage

Brand Associations

Perceived Quality

Brand Loyalty

Brand Identity (Competitive Advantage)

Information Areas

Information areas- consumer module

Chapter A.

The customers daily routine, his hobbies and interest areas active/ passive Family profile number of dependants, their costs currently incurred/ to be incurred in future. Occupation, his career path over the years, satisfaction with current job and designation Dreams and aspirations what is the source of these aspirations, Concerns/ worries in his life Attitude towards life, importance of money, attitude towards luxury, attitude towards comfort Views on traditional values, views on modernity, attitude towards change in last 10 years

Understanding the customer

Attitude to Money, expense heads like electricity

Understanding their world of money; How important is money for them. What makes it important How does he manage his money his current practices Need to save v/s invest his take on the same What does he do

How does he do this

Since when has he been doing this Payoffs ; emotional and rational Attitude to Investments (spont, motivators, hopes and aspirations)

Information areas-consumer module

Customers past/current interaction with Power providers services (Bill copy to be made reference) Current usage- number of phases in the house Number of units consumed on an average Current experience- any cribs, happy moments Current bill receipt
Date

Chapter B.

of bill of bill

Accuracy

Past experience- any cribs, happy moments

How The

Customer interaction with Power providers services

were cribs resolved processes involved

Advantages and disadvantages of those processes Point of contact- quality of the touch point
Good

memories= moments of happiness if any of satisfaction of improvement

Concerns Level Areas

The consumers perspective of Power provider brands

Perceptions of brands
Expectations from the service Mismatch of expectations between perceived and actual Designing an ideal financial service Satisfaction with the service

Information areas- Aakers Model- Brand Module

Chapter C.
What is the salience of brand in market? What is the perceived strength of market standing / level of dominance? What are its memory hooks / triggers? What is the enthusiasm perceived (spontaneous level)? What are the entry points for the brand = rational and emotional? What is the role of advertisements

Brand Awareness

Some Techniques to be used: Life stages : linking brands to human life stages e.g. infancy, youth, adult etc. to understand brands life force, dominance, salience, TOM Solar system : connecting brands to planets to demonstrate intangible values, aspirational feelings and unique associations Family tree : creates a genealogical relationship between brands and the consumer to underscore the level of emotional and rational connect being achieved

Information areas- Aakers Model- Brand Module

Chapter D.

What does the brand signify? What are the tangible and intangible properties owned by the brand? What is BSES known for? What does it stand for? What icons, mood, inherent style does the brand own? Magic and miserable experiences with brand What are the 'real' personal, idiosyncratic benefits users get from their brand? What values and attributes could it exploit (more)? How could it differentiate itself (more) from its competitors? What would be the ideal personality to have in this category? Which features distinguish BSES brands personality? How do I best use the personality that BSES has? or potentially could have in terms of the stretch that it can make if need be? How deep is the consumer relationship with BSES? What is the role of packaging, logo, policies and instructions What is the role of advertisement ?

Brand Associations w.r.t Competition or consideration set designed by the respondent

Some Techniques used Free associations : Images, words, descriptors, etc. Grouping exercise of similar kinds of brands Brand personification Brand world

Information areas- Aakers Model- Brand Module

What are the quality attributes associated with BSES and competition What are the symbolism /aspects of perceived quality for BSES and its competition? What are the perceptual cues associated with them? What are the quality inferences from service (accuracy of bill, service proactiveness, grievance addressal, assistance in case of no power, regular check of the meter etc.) What is the strength of key attributes vis-a-vis competition? What are the mnemonic characters of the key attributes ? What are the memory hooks / triggers? What separates generic (category) attributes from unique (brand) attributes? What are the sensory aspects of brand (visual, audio)? what is the brand quality perception? What are the brand elements and brand experience which contribute to brand fingerprint? What is the role of packaging, logo, policies and instructions (as it appears on bill) Decoding the physical evidence i.e. THE BILL as a measuring tool What is the role of advertisement ?

Chapter E.

Perceived Quality w.r.t competition

Some Techniques used

Insurance/bank locker : uses consumers own practice of locking up valuables to explore key brand

attributes vis--vis competition Fancy Dress : uses the identical clothing technique to explore brand mnemonic or strength of brand quality

Information areas- Aakers Model- Brand Module

Chapter F.

How deep is the customer relationship with BSES/competition ? How emotionally attached are customers to BSES/competition ? On what is this relationship based? How does BSES strengthen that relationship? What is the consumers level of involvement with brand and competition What are the factors that strengthen/weaken loyalty What are the motivations to purchase What is the Perceived weaknesses/ strengths of brands What are the unique, exclusive and strong associations

Brand Loyalty of BSES and competition

Some Techniques used

Involvement graphs : simple pre-structured arrow graphs over which consumers place brands to

show current and emerging trends Distance from self : another pre-structured set of arrows which clarify the level of loyalty evoked by brands Election Speech : brands as potential candidates to amplify their strengths and achievements; competing brand candidates highlight each others weaknesses - and the reasons for consumer disconnect

Information areas- Aakers Model- Brand Module

What is the health of the brand in the competing market? What is the communication focus and suggestions for further developing the brand? What are the reasons that competition is strong/weak?

Chapter G.

Mapping all the key brands in the competitive set ?

What are the tangible & intangible properties of the brands? What icons, mood, style does the brand own? What are the values associated with the brands? What is the brand mapping w.r.t each other and the market dynamics? Comparison of BSES strengths and weaknesses with other brands?

Brand competitiveness/ health

Some Techniques used

Brand war : turns brand strengths into weapons of war to determine the power of its

competitive stance Brand doctor (illness) : explores the underbelly of (strong) brands through the doctor/ailment technique Brand obituary: a scenario wherein the brand has died and people are talking about it

Key deliverables

Output from the research

4. Relationships What about you and BSES? Resonance with brand values Resonance 3. Response What about you? Proper customer responses to the brand identification and meaning are elicited

Judgments

Feelings

Performance

Imagery

2. Meaning What does BSES signify ? Linking brand associations with certain properties

Salience

Identity Who is BSES? The purpose is to create an identification of the brand and an association with certain properties
1.

Equity of BSES Vs. competing Brands

Supporters
Which elements of the brand are driving these values

Absentee
Which desirable values are present in the competitive set, but remain absent in the brand

Peripherals Core Values

Which elements of the brand are in the blind spot but neither add or detract from its equity

Detractors
Which elements of the brand are eroding the assets

What are the assets which are driving the brands reputation and distinctiveness Which elements are contributing to this advantage What are the weaknesses of the 23 brands equity versus benchmarks

Personality of BSES Vs Competing Brands

Physique
Prominent characteristics (spring to mind on mention of brand) Dormant characteristics (nevertheless distinguishable)

Personality
Character of the brand

Relationship
The viewers emotional relationship with the brand

Culture
The cultural setting of the brand

External Reflection
Viewer of the people engaging with the brand

Internal Self image

Self perception

What is the emotional space within which the brand is operating in How robust is this across the market consistency, desirability

24

SWOT for BSES

SWOT will aid in Identifying differentiators for brand

positioning.

Quantitative and Qualitative Research Design

Research Design- Quantitative

Research Methodology

As mentioned earlier, the study design will include both, a qualitative module as well as a quantitative one.

The structured questionnaire in the quantitative module will be based on the inputs from the qualitative exercise and hence the two modules will be staggered. However, for the structured questionnaire, we shall also draw from our own past experience in researching this field.

Research Design - Quantitative

Research Methodology

A quantitative research study would be conducted among consumers of Delhi Face-to-face interviews would be conducted using a structured questionnaire with a few open end questions to capture spontaneous response from the respondents Mass & Medium users would be selected randomly across Delhi Client to provide database for High & Premium users

Target Group

The target group would be consumers of BSES & NDPL (in North) in Delhi who would be classified on basis of energy consumption:

Mass users - 0-350units Medium users - 351units 4000units High users - 4001units 20,000units and Premium users - 20,001units and above

Research Design-Quantitative
Sample Spread:

550 energy consumers spread across 5 zones of Delhi

100 respondents each in Central, South, West & East (BSES Users) 150 respondents across North zone (Competition Users)

Quotas:

We would maintain minimum quotas for Mass users, Medium users, Heavy Users & Premium users across 5 zones of Delhi

Respondent methodology: Qualitative

2 pronged methodology
Objective: This will enable involvement of various perspectives and angles. Also, as the discussion would be brand centric, group discussion will enable excavation of various aspects of the brand Process: This will be a 2 hour session.

Brand Module: Mini group discussion

Consumer Module: Home tour + contextual Interview

Objective: To better understand brand perceptions, we need to trace the consumer back to his environment. To better understand his orientation and background of his perception. The findings generated in the group scenario, will be delved in greater detail in the contextual interview Process: This will be a 2 hour session with the select few respondents from across the groups. This will be a one on one interaction between the moderator and the customer We will observe the gadgets placed at home, meter placement, how does he verify meter reading, how does he read the bill

Respondent Profile-Qualitative
Target Group

Respondents need to be aware of their competition brand i.e. NDPL (Tata Power) The target group would be consumers of BSES & NDPL (in North) in Delhi who would be classified on basis of energy consumption:

Mass users - 0-350units Medium users - 351units 4000units High users - 4001units 20,000units and Premium users - 20,001units and above

Segmented basis

Family type:
Nuclear family set up Joint family set up

Brand

BSES Yamuna- Central, East Delhi BSES Rajdhani- South and West Delhi NDPL- North Delhi

Respondent Profile-MGDs-Qualitative
Central Delhi -BSES Yamuna Mass users Medium users High users Premium users Total 1,nuclear 1,joint 1, nuclear 1,joint 4 East Delhi BSES Yamuna 1, joint 1, nuclear 1, joint 1, nuclear 4 South BSES Rajdhani 1, nuclear 1, joint 1, nuclear 1, joint 4 West Delhi BSES Rajdhani 1, joint 1, nuclear 1, joint 1, nuclear 4 North Delhi- NDPL Total

1, joint 1, nuclear 1, joint 1, nuclear 4

5 5 5 5 20 MGDs

Respondent Profile-Home tours+ Contextual interviews

Central Delhi -BSES Yamuna Mass users 1,nuclear East Delhi BSES Yamuna South BSES Rajdhani West Delhi BSES Rajdhani North Delhi- NDPL Total

1, joint

Medium users
High users Premium users Total 1,joint 2

1, nuclear
1, joint

1, joint
1, nuclear 1, joint 1, nuclear 1, nuclear 2

2
3 3 10 home tours + contextual interviews

Quantitative and Qualitative Time and Investment

Timelines-Quantitative
Consumer Research
Commissioning by the client and questionnaire development & finalisation Fieldwork setup and coordination Fieldwork Analysis (data coding, entry, tabulation) Final Presentation TOTAL
** Working days doesnt include Saturdays, Sundays & Public holidays * Subject to productivity

Working Days**
0 4 22* 6 5 37 days

Investments-Quantitative

The cost for the study (n=550) would be Rs. 4,10,000/- (Rupees Four Lakh Ten Thousand Only)

Any charges for researcher travel (ex-Mumbai) for briefing/client accompaniment and client meetings / presentations will be charged separately at actual

10.3 % service tax would be charged on the total amount as per Government of India regulations

Terms of payment

50% advance upon commissioning of the study 30% upon completion of fieldwork 20% upon presentation of the findings

Timelines-Qualitative
Stages
Commissioning Set Up Field Work (parallel) Transcription & first level Analysis Second level analysis Presentation Total time required

No. of working days 0 10 20 15 4 5

Cumulative no. of working days 0 10 30 45 49 54

54 working days required for submitting the findings

Costs-Qualitative

Total Research cost for 32 MGDs

Rs.7,40,000/- (seven lakh and forty thousand rupees only)

Additionally the following costs will be charged at actuals:

Respondent incentives (ranging between Rs. 500-Rs.1000/-) * Researcher travel and stay ex-Mumbai Field team travel & stay for out-station center TA/DA of field recruiters/interviewers travelling out of station Tele-caller TA/DA CCTV/video recording, venue and any equipment hire

Terms of payment:

50% on commissioning, before commencement of fieldwork 50% on completion after the presentation of findings Service charges of 10.3% applicable to the study cost, in accordance with GoI regulations.

Thank You