Category: Mobile Services

October-November 2008

Airtel

JuxtConsult Brand ScoreCardTM

How ‘ready’ is your brand to compete for future market shares!

* Relative Index – relative to the top brand being 100%

Brand Momentux™ Map

Logarithmic scale

Airtel

Vodafone

BSNLReliance

Idea

Tata IndicomAircel

Spice

BPL mobile

MTNL

Virgin

0.5

1.0

1.5

2.0

0.0 0.5 1.0 1.5 2.0

Bra

nd M

ass

Brand Speed

Brand Momentum

Mass Driven

Size

Speed Driven

Product Brand Perceptual Map

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

2.01.51.0.50.0-.5-1.0

1.0

.5

0.0

-.5

-1.0

-1.5

CDMA Post-paid

CDMA Pre-paid

GSM Post-paid

GSM Pre-paid

Vodafone

Tata Indicom

RelianceIdea

BSNL BPL Mobile

Airtel

Aircel

Brand

Attr

ibut

e

Attribute Brand Perceptual Map

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

210-1-2-3

1.5

1.0

.5

0.0

-.5

-1.0

-1.5

Brand

Attr

ibut

e

Best flexibility in validity periodsBest customer service

Widest range of tariff plans

Widest range of VAS features

Widest range of basic service features

Best network coverage nationwide

Best flexibility in changing tariff plans

Highly satisfied with past usage

Lowest ISD call tariffs

Lowest domestic call tariffs (local, STD)

Best customer service staff

Efficient & helpful billing dispute resolution

Best signal and network strength on roaming

Tata Indicom

Idea

BSNL

Virgin

Reliance

Vodafone

Airtel

Convenient pre-paid recharging options

Convenient bill payment options

Reflects my style and status the bestLeast call drops, dead zones

Widest range of pre-paid recharge amounts

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-à-vis the competing brands in the category

Gives you the key reasons why your brand is preferred more (or less) vis-à-vis the competing brands

Study Overview

JuxtConsult Brand Track Framework

Brand Momentum

Brand Visibility TOM Ad Recall (share of voice)

Brand Consideration TOM Brand Recall (share of mind)

Brand Sustenance

Brand PreferenceBrand Likely to Buy (share of preference)

Brand Persuasion

Brand LoyaltyBrand Pull

Brand Switch Brand Repeat Purchase

Likely Loyal UsersLikely Switchers (Net)

Brand use currently(share of consumers)

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Brand Sustenance Ratio of TOM Brand Recall

TOM Ad RecallHow much does the brand transcend the ad

Key Brand Scorecard Measures!

Brand PersuasionHow persuasive is the brand story

Ratio of Intention to Purchase Brand

Spontaneous Brand Recall

Brand PullBrand’s ability to attract new/competitive brand consumers

Ratio of Likely Switch-ins to the Brand

Likely Switch-outs from the Brand

Brand LoyaltyHow much is the brand retaining its existing consumers

Ratio of Likely to Continue Buying the Brand

Total Current Users of the Brand

Secondary Brand Share

Total Current Users of the Brand

Total Current Users of the CategoryBrand share on multiple brand usage basis

Key Brand Scorecard Measures!

Primary Brand ShareBrand share on most-preferred brand usage

basis

Preferred Current Users of the Brand

Total Current Users of the Category

Brand MomentuxTM

Brand’s competitive-readiness for future market shares

Brand Mass x Brand Speed AcceleratorsCurrent Users x Brand Persuasion factor, Brand Pull factor, Brand Loyalty factor

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 JuxtConsult’s 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 JuxtConsult’s annual land survey conducted among 12,500 urban households covering ‘all socio-economic strata’ in 40 cities representing ‘all town classes’ by population size)

Respondent Profile – Mobile Services

October-November 2008

Demographic Attributes Brand Scorecard Respondent Profile

(Sample – 1,092)

Gender Male 71%

Female 29%

Age Distribution Below 13 years Not included in study

13-18 years 10%

19-24 years 30%

25-35 years 36%

36-45 years 16%

Above 45 years 7%

City Type Up to 1 Lakh 31%

(Population Size) 1-10 Lakhs 21%

10 Lakhs plus 48%

Region-wise Distribution North 23%

East 8%

South 29%

West 40%

Demographic Attributes Brand Scorecard Respondent Profile

(Sample – 1,092)

Socio-economic Classification SEC - A 21%

SEC - B 33%

SEC - C 29%

SEC - D 12%

SEC - E 5%

Monthly Household Income Up to Rs. 10,000 45%

Rs. 10,000 – Rs. 30,000 37%

Rs. 30,000 – Rs. 50,000 8%

Above Rs. 50,000 10%

Most Expensive Vehicle in the HH

4-wheeler 12%

2-wheeler 50%

Bi-cycle / others 20%

Don't own any vehicle 18%

Respondent Profile – Mobile Services

October-November 2008

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

The Report

JuxtConsult Brand ScoreCardTM Track

Pricing of Reports

* 12.36% service tax extra

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

• Delivery Timeline : First Report: 1 week from date of order

: Monthly Reports: Every month end (by 30th)

• Report Delivery Format : PDF

Contact Details

• Address : 3, Kehar Singh Estate, 1st Floor, Westend

Marg, Lane 2, Said-ul-Ajaib, New Delhi – 110030

• Telephone : +91-11-29535098, +91-9717133445

• Contact Person : Mrutyunjay Mishra

• Email : mrutyunjay@juxtconsult.com

• Website : www.juxtconsult.com

Thank You!