Airtel Calculations-PBM Project Stage 1

Brand Industry Other Players

Airtel Telecom Vodafone, BSNL, Reliance, Tata Indicom

DIMENSION BRANDS Airtel Vodafone BSNL Reliance Tata Indicom

STRENGTH Differentiation Relevance 100 100 80 80 20 20 60 60 40 40

STATURE Esteem 100 80 40 60 20

DIMENSION Airtel Vodafone BSNL Reliance Tata Indicom

Strength 100 80 20 60 40

Stature 100 100 40 60 20

Rank 5 4 2 3 1

Telecom Industry

a Indicom

STATURE Knowledge 80 100 40 60 20

Brand Strength (Differentiation & Relevance)

Brand Stature (Esteem & Knowledge)

Airtel
100 80 60 40 20 0

Differentiation

Relevance

Esteem

Know

m Industry

rand Stature em & Knowledge)

teem

Knowledge

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

If number portability is allowed, will you shift to another brand? If yes, then w Verbatim Current Brand

No No No

Airtel Airtel Airtel

No No No No No No No No No No No

Airtel Reliance Airtel Vodafone Airtel Vodafone Vodafone Vodafone Vodafone Airtel Airtel

No

Airtel

No No No No No No No No No No No No No No

Airtel Airtel Airtel Vodafone Airtel Vodafone Vodafone Vodafone Airtel Airtel Vodafone Vodafone Vodafone Vodafone

Brands Weightage Airtel Vodafone BSNL Reliance Tata Indicom

Retention 15 15 13 0 1 0

BRAND DIFFERENTIATION
Brands Total Score Rank Percentile Airtel 1315 1 100

Brand Differentia
100 80 60 40 20 0 Airtel Vodafone

Percentile BSNL

you shift to another brand? If yes, then which brand? Verbatim Verbatim Yes Yes Yes Airtel Airtel Airtel

Yes Yes

Reliance Tata Indicom

Yes

Airtel

Yes

Vodafone

Yes Yes Yes Yes

Reliance Reliance Airtel Vodafone

Shift to 15 0 0 0 0 0

30 Scores 225 195 0 15 0

Response Weightage Airtel Vodafone BSNL Reliance Tata Indicom

BRAND DIFFERENTIATION
Vodafone 1350 2 80 BSNL 85 5 20 Reliance 400 3 60 Tata Indicom 85 4 40

Brand Differentiation

Airtel

Vodafone

Percentile BSNL

Reliance

Tata Indicom

Associate a brand of mobile service providers to the following words Innovative Cares for customers Value Quality Vodafone Vodafone Vodafone Airtel Reliance Vodafone Airtel Tata Indicom Vodafone Airtel Airtel Vodafone Reliance Vodafone Tata Indicom Airtel Reliance Reliance Vodafone Reliance Reliance Vodafone Airtel Airtel Vodafone Vodafone Vodafone Airtel Reliance Vodafone Reliance Airtel Vodafone Vodafone Vodafone Airtel Reliance Vodafone Airtel Reliance Tata Indicom Vodafone Airtel Airtel Airtel Vodafone Airtel Vodafone Airtel Airtel Vodafone Vodafone Reliance Airtel Airtel Vodafone Airtel Vodafone Airtel Airtel Airtel Tata Indicom Vodafone Airtel Vodafone Vodafone Vodafone Vodafone Vodafone Vodafone Airtel Vodafone Vodafone Vodafone Vodafone Vodafone Vodafone Vodafone Airtel Vodafone Vodafone Airtel Airtel Airtel Airtel Airtel Reliance Reliance Airtel Reliance Reliance bsnl Reliance Airtel Vodafone Reliance Airtel Airtel bsnl Airtel Vodafone Reliance Reliance Airtel Tata Indicom Airtel Airtel Airtel Vodafone Reliance Airtel Vodafone Vodafone Vodafone Airtel Airtel bsnl Vodafone Vodafone Vodafone Vodafone Vodafone Reliance BSNL Airtel Airtel Airtel Vodafone Airtel Reliance Airtel Vodafone Airtel Vodafone Reliance Vodafone Vodafone Airtel Vodafone Airtel BSNL Vodafone Vodafone Airtel Airtel Airtel Airtel Airtel Vodafone Vodafone Airtel Vodafone Vodafone Vodafone Airtel Airtel Vodafone Vodafone Airtel Vodafone

Innovative 5 11 17 0 10 2

Cares for Customer 5 15 22 0 1 2

Value 5 17 10 3 9 1

Quality 5 17 18 2 3 0

Pick the brand that you con Plans Vodafone airtel airtel Reliance Airtel Airtel Reliance Tata Indicom Reliance Reliance airtel Vodafone airtel airtel Vodafone Reliance Reliance Reliance airtel Reliance Reliance Vodafone Reliance bsnl airtel Vodafone Airtel airtel Reliance Reliance Reliance Vodafone Vodafone airtel airtel airtel Vodafone airtel Vodafone Reliance

20 Scores 300 335 25 115 25

Response Weightage Airtel Vodafone BSNL Reliance Tata Indicom

Plan 10 15 9 1 14 1

Pick the brand that you consider the best for the following attributes(50) Customer Service Value Added Services Promo offers Tata Indicom Vodafone Vodafone Airtel Airtel Vodafone Vodafone Airtel Airtel Reliance vodafone Vodafone Airtel Vodafone Vodafone Vodafone Vodafone Airtel BSNL Vodafone bsnl Vodafone Airtel Airtel Airtel Vodafone Airtel Airtel Vodafone Vodafone Airtel Vodafone Vodafone Airtel Airtel Airtel Vodafone Vodafone Airtel Vodafone Vodafone Airtel Vodafone Airtel Airtel Airtel Reliance Reliance Vodafone Vodafone Airtel Vodafone Airtel Airtel Vodafone Airtel Vodafone Airtel Tata Indicom Reliance Tata Indicom Vodafone Vodafone Vodafone Vodafone Vodafone Vodafone Airtel Airtel Vodafone Airtel Vodafone Vodafone Vodafone Airtel Airtel Reliance Airtel Airtel Reliance Vodafone airtel airtel Airtel Airtel Airtel Airtel Vodafone Airtel Vodafone Tata Indicom Vodafone Vodafone airtel Reliance Reliance airtel Vodafone Vodafone Vodafone BSNL Reliance Vodafone airtel Vodafone Vodafone Vodafone airtel Vodafone Vodafone Reliance Vodafone Vodafone Vodafone airtel airtel Reliance airtel Vodafone Vodafone

Cares for Customer 10 16 20 2 1 1

Value Added Services 10 16 17 0 5 2

Promo Offers 10 14 19 1 5 1

wing attributes(50) Ease of Recharge Airtel Vodafone Reliance Airtel Vodafone Airtel Airtel Airtel Airtel airtel Airtel Vodafone Airtel Airtel Vodafone Vodafone BSNL Airtel Airtel Vodafone Vodafone Vodafone Vodafone Airtel Airtel Airtel Reliance Airtel Vodafone bsnl tata indicom Vodafone Vodafone Vodafone Airtel Airtel Vodafone Vodafone Vodafone Vodafone

Recharge or Payment 10 18 17 2 2 1

50 Scores 790 820 60 270 60

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

Which brand will you suggest to a new mobile user? Verbatim Vodafone Vodafone airtel Airtel Airtel Airtel Reliance vodafone Airtel vodafone Airtel vodafone Airtel Airtel vodafone vodafone vodafone reliance vodafone Airtel airtel vodafone Airtel Airtel Airtel vodafone Airtel Airtel Vodafone vodafone Airtel Airtel vodafone vodafone airtel airtel vodafone vodafone Airtel Vodafone

Weightage Response Airtel Vodafone BSNL Reliance Tata Indicom

50 Count 20 18 0 2 0

Scores 1000 900 0 100 0

BRAND RELEVANCE
Brands Total Score Rank Percentile Airtel 1830 1 100 Vodafone 1530 2 80 BSNL 40 5 20

Brand Relevance
100 80 60 40 20 0 Airtel Vodafone

Percentile BSNL

Reliance

Tata I

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

Response Weightage Airtel Vodafone BSNL Reliance Tata Indicom

Call 10 19 10 1 8 2

SMS 10 17 12 1 10 0

GPRS 10 17 14 0 4 4

Email 10 11 13 0 6 0

Reliance 420 3 60

Tata Indicom 60 4 40

Reliance

Tata Indicom

mobile needs? Other VAS Airtel Airtel Vodafone BSNL Airtel Airtel Reliance Reliance Airtel Vodafone airtel Vodafone Airtel Airtel Vodafone Airtel Reliance Vodafone Airtel Reliance BSNL 0 Airtel Vodafone Airtel Vodafone Airtel Airtel Vodafone Airtel Airtel Vodafone Vodafone Vodafone Airtel Airtel Vodafone Airtel Vodafone Vodafone

VAS 10 19 14 2 4 0

Scores 830 630 40 320 60

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

Which brand do you think is the most respected among the service providers? Verbatim Tata Indicom Vodafone Airtel Airtel Airtel Airtel Reliance Vodafone Airtel Reliance BSNL Vodafone Airtel Reliance Airtel Airtel Airtel Vodafone Airtel Airtel Vodafone Vodafone Airtel Airtel Airtel Airtel Airtel Airtel Airtel Vodafone Airtel Vodafone Vodafone Vodafone Airtel Airtel Vodafone Vodafone Vodafone Vodafone

Weightage Response

65 Count

Airtel Vodafone BSNL Reliance Tata Indicom

21 14 1 3 1

BRAND ESTEEM
Brands Total Score Rank Percentile Airtel 1897 1 100

Brand Est
100 90 80 70 60 50 40 30 20 10 0 Airtel Vodafone

Percent BSN

cted among the service providers?

Associate a brand of mobile se Stylish Vodafone Vodafone Vodafone Vodafone Airtel Airtel Vodafone Airtel Vodafone Vodafone Airtel Vodafone Vodafone Vodafone Vodafone Vodafone Airtel Airtel Vodafone Vodafone Vodafone Vodafone Airtel Airtel Vodafone Vodafone Airtel Vodafone Airtel Vodafone Vodafone Vodafone Vodafone Airtel Airtel Vodafone Reliance Airtel Vodafone Vodafone

m

Weighted Scores

Response Weightage

Stylish 7

1365 910 65 195 65

Airtel Vodafone BSNL Reliance Tata Indicom

13 26 0 1 0

BRAND ESTEEM
Vodafone 1414 2 80 BSNL 226 4 40 Reliance 300 3 60 Tata Indicom 163 5 20

Brand Esteem

Airtel

Vodafone

Percentile BSNL

Reliance

Tata Indicom

ssociate a brand of mobile service providers to the following words Reliable Socially Responsible Honest Prestigious Tata Indicom Vodafone Airtel BSNL Airtel Airtel Reliance Vodafone Airtel Reliance Reliance Vodafone Airtel Airtel Vodafone Tata Indicom Airtel Vodafone Reliance Reliance Reliance Reliance Reliance bsnl Airtel Vodafone Airtel Airtel Vodafone Airtel Airtel Airtel Vodafone Vodafone Vodafone Airtel Vodafone Airtel Vodafone Vodafone Tata Indicom Vodafone bsnl BSNL Airtel Airtel BSNL BSNL Airtel Airtel bsnl Airtel bsnl Airtel Airtel Airtel Vodafone Airtel Airtel bsnl Vodafone Tata Indicom Airtel Vodafone Reliance Airtel Airtel Airtel BSNL Airtel Tata Indicom Airtel Vodafone Vodafone Tata Indicom Reliance bsnl Vodafone Reliance Vodafone Tata Indicom Tata Indicom Airtel Airtel Airtel Airtel BSNL BSNL BSNL Airtel bsnl Vodafone BSNL Airtel Vodafone Tata Indicom Airtel Vodafone bsnl Airtel Vodafone Tata Indicom bsnl Airtel Airtel Airtel Reliance Airtel Tata Indicom Vodafone BSNL Tata Indicom Vodafone Airtel Airtel bsnl Tata Indicom Vodafone Vodafone Vodafone 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

Reliable 7

Socially Responsible 7

Honest 7

Prestigious Weighted 7 Scores

15 13 2 8 2

16 8 9 3 4

14 9 9 1 7

18 16 3 2 1

532 504 161 105 98

S.No

Name 1 Ritu 2 Atul 3 Tarun 4 Shweta 5 Jyoti 6 Manoj 7 Abhishek 8 Nabendu 9 Auritro 10 Ritesh 11 Ananth 12 Deepshikha 13 Buddaditya 14 Kausambi 15 pankaj 16 sourav J 17 sumit T 18 sandeep 19 somnath 20 piyush 21 sumant 22 apoorva 23 gunjan 24 parikshit 25 Abhiram 26 silky 27 Uma 28 paras 29 Mohit 30 sahil 31 hardik 32 rakesh 33 sanniti 34 shalini 35 sonam 36 nabila 37 donald 38 vinit 39 Pradeep Vasudevan 40 Vijay Leon

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

What is the first brand that comes to y Verb

Vod Vod Ai Ai Ai Ai Ai Vod Ai Rel Ai Vod b Ai Vod Vod Ai Vod Vod b Ai Vod Ai Ai Ai Vod Ai Ai Vod Vod Ai Rel Vod Vod Ai Ai Vod Vod Vod Vod

Weightage Response Airtel Vodafone BSNL Reliance Tata Indicom

BRAND KNOWLEDGE
Brands Airtel Vodafone

Total Score Rank Percentile

1890 2 80

1980 1 100

Brand K
100 80 60 40 20 0 Airtel Vodafone

Pe

brand that comes to your mind when I say mobile operators? Verbatim Vodafone Vodafone Airtel Airtel Airtel Airtel Airtel Vodafone Airtel Reliance Airtel Vodafone bsnl Airtel Vodafone Vodafone Airtel Vodafone Vodafone bsnl Airtel Vodafone Airtel Airtel Airtel Vodafone Airtel Airtel Vodafone Vodafone Airtel Reliance Vodafone Vodafone Airtel Airtel Vodafone Vodafone Vodafone Vodafone

40 Count 18 18 2 2 0

Scores 720 720 80 80 0

Brands Weightage Response Count Score

RAND KNOWLEDGE
BSNL Reliance Tata Indicom

620 4 40

650 3 60

540 5 20

Brand Knowledge

Vodafone

Percentile BSNL

Reliance

Tata Indicom

Airtel No yes Yes yes no yes yes yes no no yes no yes yes no no no no no no yes no no yes no no yes yes No no no no no no no no no yes no no

Mention the tag line of the following brands Vodafone BSNL Reliance Tata Indicom Yes yes No no no no yes yes no no yes yes no no no no no yes No no no no No yes no yes no no No no no no yes no yes yes yes yes yes no No no No no no yes yes yes no no yes yes yes no no no no no no no yes no No yes yes no yes no No no no no no no no no yes no yes no Yes yes No yes no no yes yes no no no no no no No no yes no no no no no no no no no no no No no no no no no no no yes no no no Yes no No no no no no yes no no no no no no no no no no no no no no no no no no no no No no no no no no no no no no no no

Airtel 30 Yes 14 420

Vodafone 30 Yes 15 450

BSNL 30 Yes 12 360

Reliance 30 Yes 7 210

Tata Indicom 30 Yes 2 60

Associate a mobile operator brand with the logo colors mentioned Red, Black & White Red & White Blue & Red Red, Blue & White 0 Airtel Airtel Airtel Airtel 0 0 0 0 0 Airtel 0 0 Airtel 0 Airtel 0 Airtel Airtel 0 Airtel Airtel Airtel Airtel Airtel Airtel Airtel 0 Airtel Airtel 0 0 Airtel Airtel Airtel 0 Airtel Airtel Airtel Airtel 0 vodafone 0 Vodafone vodafone 0 0 vodafone vodafone vodafone vodafone 0 0 vodafone vodafone vodafone 0 0 vodafone vodafone 0 vodafone vodafone 0 vodafone 0 vodafone vodafone Vodafone vodafone 0 vodafone vodafone vodafone vodafone 0 vodafone vodafone vodafone vodafone 0 0 bsnl 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 bsnl 0 0 bsnl 0 0 0 0 BSNL 0 0 bsnl 0 0 0 0 0 0 bsnl 0 0 0 0 Reliance 0 0 Reliance 0 Reliance 0 0 0 0 0 0 0 0 Reliance 0 0 Reliance 0 0 0 0 0 0 0 Reliance 0 Reliance 0 Reliance 0 0 0 Reliance 0 Reliance 0 Reliance Reliance

Weightage Response Count Score

30 Airtel 25 750

30 Vodafone 27 810

30 BSNL 6 180

30 Reliance 12 360

o colors mentioned Blue, White & Yellow Tata Indicom 0 0 0 0 Tata Indicom Tata Indicom Tata Indicom Tata Indicom 0 0 0 0 0 Tata Indicom Tata Indicom 0 0 0 0 Tata Indicom 0 0 0 Tata Indicom 0 Tata Indicom 0 0 Tata Indicom 0 Tata Indicom 0 0 0 0 Tata Indicom Tata Indicom Tata Indicom Tata Indicom

30 Tata Indicom 16 480

Brand name

What attribute do you consider most in a service provider? Friends brand Call rates VAS 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 Yes 7

Friends brand Yes 5

Call rates Yes 14

VAS Yes 5

e provider? Connectivity 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

Yes yes

yes

yes yes yes yes

yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes yes

Connectivity Yes 24

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