airtel calculations-pbm project stage 1

8/9/2019 Airtel Calculations-PBM Project Stage 1

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Brand AirtelIndustry TelecomOther Players Vodafone, BSNL, Reliance, Tata Indicom

DIMENSION STRENGTH STABRANDS Differentiation Relevance EsteemAirtel 100 100 100Vodafone 80 80 80BSNL 20 20 40Reliance 60 60 60Tata Indicom 40 40 20

DIMENSION Strength Stature Rank Airtel 100 100 5Vodafone 80 100 4BSNL 20 40 2Reliance 60 60 3Tata Indicom 40 20 1


2/41

UREKnowledge

80100406020

Differentiation Relevance Esteem0

20

40

60

80

100

Airtel

Telecom Ind

Brand Stat(Esteem & Kno

BrandStrength

(Differentiation& Relevance)


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Knowledge

stry

urewledge)


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If number portability is allowed, will you shiftS.No Verbatim Current Brand

1234 No Airtel

5 No Airtel6 No Airtel789 No Airtel

10 No Reliance11 No Airtel12 No Vodafone13 No Airtel1415 No Vodafone16 No Vodafone17 No Vodafone1819 No Vodafone20 No Airtel21 No Airtel222324 No Airtel252627 No Airtel

28 No Airtel29 No Airtel30 No Vodafone31 No Airtel32 No Vodafone33 No Vodafone34 No Vodafone35 No Airtel36 No Airtel37 No Vodafone38 No Vodafone39 No Vodafone

40 No Vodafone

Brands RetentionWeightage 15Airtel 15Vodafone 13BSNL 0Reliance 1Tata Indicom 0


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Brands AirtelTotal Score 1315Rank 1Percentile 100

Airtel0

20

40

60

80

100


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to another brand? If yes, then which brand?Verbatim Verbatim

Yes Airtel Yes Airtel Yes Airtel

Yes Reliance Yes Tata Indicom

Yes Airtel

Yes Vodafone

Yes Reliance Yes Reliance

Yes Airtel Yes Vodafone

Shift to 30 Response15 Scores Weightage0 225 Airtel0 195 Vodafone0 0 BSNL0 15 Reliance0 0 Tata Indicom


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BRAND DIFFERENTIATIONVodafone BSNL Reliance Tata Indicom

1350 85 400 852 5 3 4

80 20 60 40

Vodafone BSNL Reliance Tata Indicom

Brand Differentiation

Percentile


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10/41

Plans

Vodafoneairtelairtel

Reliance

AirtelAirtel

Reliance Tata Indicom

RelianceReliance

airtelVodafone

airtelairtel

VodafoneRelianceRelianceReliance

airtelRelianceRelianceVodafoneReliance

bsnlairtel

VodafoneAirtel

airtelRelianceRelianceRelianceVodafoneVodafone

airtelairtelairtel

Vodafoneairtel

Vodafone

Reliance

20 Response PlanScores Weightage 10

300 Airtel 15335 Vodafone 925 BSNL 1

115 Reliance 1425 Tata Indicom 1


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Pick the brand that you consider the best for the following attrCustomer Service Value Added Services Promo offers

Tata Indicom Vodafone VodafoneVodafone Airtel airtelVodafone Vodafone airtel

Airtel Airtel Airtel

Airtel Airtel AirtelVodafone Airtel AirtelVodafone Reliance Airtel

Airtel Reliance VodafoneAirtel Vodafone Airtel

Reliance Vodafone Vodafonevodafone Airtel Tata IndicomVodafone Vodafone Vodafone

Airtel Airtel VodafoneVodafone Airtel airtelVodafone Vodafone RelianceVodafone Airtel RelianceVodafone Vodafone airtel

Airtel Airtel VodafoneBSNL Tata Indicom Vodafone

Vodafone Reliance Vodafonebsnl Tata Indicom BSNL

Vodafone Vodafone RelianceAirtel Vodafone VodafoneAirtel Vodafone airtelAirtel Vodafone Vodafone

Vodafone Vodafone VodafoneAirtel Vodafone Vodafone

Airtel Airtel airtelVodafone Airtel VodafoneVodafone Vodafone Vodafone

Airtel Airtel RelianceVodafone Vodafone VodafoneVodafone Vodafone Vodafone

Airtel Vodafone VodafoneAirtel Airtel airtelAirtel Airtel airtel

Vodafone Reliance RelianceVodafone Airtel airtel

Airtel Airtel Vodafone

Vodafone Reliance Vodafone

Cares for Customer Value Added Services Promo Offers10 10 1016 16 1420 17 192 0 11 5 51 2 1


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ibutes(50)Ease of Recharge

AirtelVodafoneReliance

Airtel

VodafoneAirtelAirtelAirtelAirtelairtelAirtel

VodafoneAirtelAirtel

VodafoneVodafone

BSNLAirtelAirtel

VodafoneVodafoneVodafoneVodafone

AirtelAirtelAirtel

Reliance

AirtelVodafonebsnl

tata indicomVodafoneVodafoneVodafone

AirtelAirtel

VodafoneVodafoneVodafone

Vodafone

Recharge or Payment 5010 Scores18 79017 8202 602 2701 60


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Which brand will you suggest to a new mobile user?S.No Verbatim

1 Vodafone2 Vodafone3 airtel4 Airtel

5 Airtel6 Airtel7 Reliance8 vodafone9 Airtel

10 vodafone11 Airtel12 vodafone13 Airtel14 Airtel15 vodafone16 vodafone

17 vodafone18 reliance19 vodafone20 Airtel21 airtel22 vodafone23 Airtel24 Airtel25 Airtel26 vodafone27 Airtel28 Airtel

29 Vodafone30 vodafone31 Airtel32 Airtel33 vodafone34 vodafone35 airtel36 airtel37 vodafone38 vodafone39 Airtel40 Vodafone

Weightage 50Response Count ScoresAirtel 20 1000Vodafone 18 900BSNL 0 0Reliance 2 100Tata Indicom 0 0


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BRAND RELEVANCEBrands Airtel Vodafone BSNLTotal Score 1830 1530 40Rank 1 2 5Percentile 100 80 20

Airtel Vodafone BSNL Relian0

20

40

60

80

100

Brand Relevance

Percentile


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Which brand do you associate with the following mobile nCall SMS GPRS Email Access

Reliance Vodafone Airtel AirtelVodafone airtel Airtel Vodafone

Airtel Reliance Vodafone AirtelReliance Airtel Airtel Airtel

Airtel Reliance Airtel 0Airtel Airtel Vodafone VodafoneReliance Reliance Airtel Airtel

Tata Indicom Reliance Reliance RelianceAirtel Airtel Vodafone Vodafoneairtel Vodafone Vodafone Reliance

Reliance Reliance Airtel AirtelVodafone Reliance Vodafone Vodafone

Airtel Reliance Vodafone VodafoneAirtel airtel Reliance Airtel

Reliance Vodafone Reliance VodafoneBSNL Reliance Vodafone Airtel

Airtel Vodafone Airtel AirtelReliance Vodafone Tata Indicom 0Vodafone airtel Airtel Vodafone

Airtel airtel Vodafone RelianceAirtel Vodafone Tata Indicom Reliance

Reliance Vodafone Vodafone VodafoneAirtel airtel Airtel 0Airtel airtel Airtel Airtel

Tata Indicom airtel Vodafone VodafoneAirtel airtel Airtel 0

Reliance Airtel Airtelairtel airtel 0 0

Vodafone Vodafone Airtel AirtelVodafone Reliance Airtel RelianceAirtel airtel Reliance 0Airtel Vodafone Vodafone Vodafone

Vodafone Vodafone Vodafone VodafoneVodafone Vodafone Airtel 0

Airtel airtel Airtel 0Airtel bsnl Airtel Vodafone

Vodafone Reliance Vodafone RelianceAirtel airtel Vodafone Vodafone

Vodafone Airtel Tata Indicom AirtelVodafone Vodafone Tata Indicom 0

Response Call SMS GPRS EmailWeightage 10 10 10 10Airtel 19 17 17 11Vodafone 10 12 14 13BSNL 1 1 0 0Reliance 8 10 4 6Tata Indicom 2 0 4 0


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Reliance Tata Indicom420 60

3 460 40

e Tata Indicom


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eeds?Other VAS

AirtelAirtel

VodafoneBSNL

AirtelAirtelRelianceReliance

AirtelVodafone

airtelVodafone

AirtelAirtel

VodafoneAirtel

RelianceVodafoneAirtel

RelianceBSNL

0Airtel

VodafoneAirtel




AirtelAirtel

VodafoneAirtel

VodafoneVodafone

VAS10 Scores19 83014 6302 404 3200 60


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Which brand do you think is the most respected amS.No Verbatim

1 Tata Indicom2 Vodafone3 Airtel

4 Airtel5 Airtel6 Airtel7 Reliance8 Vodafone9 Airtel

10 Reliance11 BSNL12 Vodafone13 Airtel14 Reliance15 Airtel16 Airtel17 Airtel18 Vodafone19 Airtel20 Airtel21 Vodafone22 Vodafone23 Airtel24 Airtel25 Airtel26 Airtel27 Airtel28 Airtel29 Airtel30 Vodafone31 Airtel32 Vodafone33 Vodafone34 Vodafone35 Airtel36 Airtel37 Vodafone38 Vodafone39 Vodafone40 Vodafone

Weightage 65Response Count


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Airtel 21Vodafone 14BSNL 1Reliance 3Tata Indicom 1

BBrands AirtelTotal Score 1897Rank 1Percentile 100

Airtel0

10

2030405060708090

100


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ng the service providers? AssociateStylish



VodafoneAirtel

VodafoneVodafone

AirtelVodafoneVodafoneVodafoneVodafoneVodafone

AirtelAirtel

VodafoneVodafoneVodafoneVodafone

AirtelAirtel

VodafoneVodafone

AirtelVodafone

AirtelVodafoneVodafoneVodafoneVodafone

AirtelAirtel

VodafoneReliance

AirtelVodafoneVodafone

Weighted Response StylishScores Weightage 7


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1365 Airtel 13910 Vodafone 2665 BSNL 0

195 Reliance 165 Tata Indicom 0

AND ESTEEMVodafone BSNL Reliance Tata Indicom

1414 226 300 1632 4 3 5

80 40 60 20

Vodafone BSNL Reliance Tata Indicom

Brand Esteem

Percentile


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a brand of mobile service providers to the following wordsReliable Socially Responsible Honest Prestigious

Tata Indicom Tata Indicom Tata Indicom Tata indicomVodafone Vodafone Tata Indicom airtel

Airtel bsnl Airtel vodafone

BSNL BSNL Airtel AirtelAirtel Airtel Airtel AirtelAirtel Airtel Airtel Airtel

Reliance BSNL BSNL vodafoneVodafone BSNL BSNL BSNL

Airtel Airtel BSNL AirtelReliance Airtel Airtel bsnlReliance bsnl bsnl bsnlVodafone Airtel Vodafone vodafone

Airtel bsnl BSNL relianceAirtel Airtel Airtel airtel

Vodafone Airtel Vodafone airtel Tata Indicom Airtel Tata Indicom vodafone

Airtel Vodafone Airtel airtelVodafone Airtel Vodafone airtelReliance Airtel bsnl vodafoneReliance bsnl Airtel airtelReliance Vodafone Vodafone vodafoneReliance Tata Indicom Tata Indicom vodafoneReliance Airtel bsnl vodafone

bsnl Vodafone Airtel airtelAirtel Reliance Airtel airtel

Vodafone Airtel Airtel vodafoneAirtel Airtel Reliance vodafoneAirtel Airtel Airtel vodafone

Vodafone BSNL Tata Indicom AirtelAirtel Airtel Vodafone vodafoneAirtel Tata Indicom BSNL airtelAirtel Airtel Tata Indicom vodafone

Vodafone Vodafone Vodafone vodafoneVodafone Vodafone Airtel airtelVodafone Tata Indicom Airtel airtel

Airtel Reliance bsnl airtelVodafone bsnl Tata Indicom vodafone

Airtel Vodafone Vodafone vodafoneVodafone Reliance Vodafone AirtelVodafone Vodafone Vodafone Reliance

Reliable Socially Responsible Honest Prestigious Weighted7 7 7 7 Scores


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15 16 14 18 53213 8 9 16 5042 9 9 3 1618 3 1 2 1052 4 7 1 98


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What is the first brand thaS.No Name Current Brand

1 Ritu Vodafone2 Atul Airtel3 Tarun Vodafone4 Shweta Airtel

5 Jyoti Airtel6 Manoj Airtel7 Abhishek Airtel8 Nabendu Vodafone9 Auritro Airtel

10 Ritesh Reliance11 Ananth Airtel12 Deepshikha Vodafone13 Buddaditya Airtel14 Kausambi Vodafone15 pankaj Vodafone16 sourav J Vodafone17 sumit T Vodafone18 sandeep Airtel19 somnath Vodafone20 piyush Airtel21 sumant Airtel22 apoorva Vodafone23 gunjan Airtel24 parikshit Airtel25 Abhiram Reliance26 silky Airtel27 Uma Airtel

28 paras Airtel29 Mohit Airtel30 sahil Vodafone31 hardik Airtel32 rakesh Vodafone33 sanniti Vodafone34 shalini Vodafone35 sonam Airtel36 nabila Airtel37 donald Vodafone38 vinit Vodafone39 Pradeep Vasudevan Vodafone

40 Vijay Leon Vodafone

WeightageResponseAirtelVodafoneBSNLRelianceTata Indicom

BRAND KN


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Total Score 1890 1980Rank 2 1Percentile 80 100

Airtel Voda0

20

40

60

80

100


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comes to your mind when I say mobile operators?Verbatim

VodafoneVodafone

AirtelAirtel

AirtelAirtelAirtel

VodafoneAirtel

RelianceAirtel

Vodafonebsnl



bsnlAirtel

VodafoneAirtelAirtelAirtel

VodafoneAirtel


AirtelRelianceVodafoneVodafone

AirtelAirtel


Vodafone

40 BrandsCount Scores Weightage

18 720 Response18 720 Count2 80 Score2 800 0

OWLEDGE


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620 650 5404 3 5

40 60 20

one BSNL Reliance Tata Indicom

Brand Knowledge

Percentile


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Mention the tag line of the following brandsAirtel Vodafone BSNL Reliance Tata Indicom

No Yes No Yes Yesyes yes no yes no

Yes No No No Noyes no no yes no

no no no no noyes no yes no noyes yes yes yes noyes yes yes yes yesno no no no nono no no no noyes yes yes no nono yes yes no noyes no yes no noyes no no no nono no no No nono no no no nono no no yes nono yes no no nono No no no nono no no no noyes no yes no nono no no no nono No No no noyes yes yes no nono no yes no nono yes no no noyes no yes no no

yes no no no noNo No No No Nono no no no nono no no no nono no no no nono yes no no nono no no no nono yes no no nono yes no no nono yes yes yes noyes yes no no nono yes yes no no

no no no no no

Airtel Vodafone BSNL Reliance Tata Indicom30 30 30 30 30

Yes Yes Yes Yes Yes14 15 12 7 2

420 450 360 210 60


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Associate a mobile operator brand with the logo colorsRed, Black & White Red & White Blue & Red Red, Blue & White

0 0 0 0Airtel vodafone 0 RelianceAirtel 0 bsnl 0Airtel Vodafone 0 0

Airtel vodafone 0 Reliance0 0 0 00 0 0 Reliance0 vodafone 0 00 vodafone 0 00 vodafone 0 0

Airtel vodafone 0 00 0 0 00 0 0 0

Airtel vodafone 0 00 vodafone 0 0

Airtel vodafone 0 Reliance0 0 0 0

Airtel 0 0 0Airtel vodafone bsnl Reliance

0 vodafone 0 0Airtel 0 0 0Airtel vodafone bsnl 0Airtel vodafone 0 0Airtel 0 0 0Airtel vodafone 0 0Airtel 0 0 0Airtel vodafone BSNL Reliance

0 vodafone 0 0Airtel Vodafone 0 RelianceAirtel vodafone bsnl 0

0 0 0 Reliance0 vodafone 0 0

Airtel vodafone 0 0Airtel vodafone 0 0Airtel vodafone 0 Reliance

0 0 0 0Airtel vodafone bsnl RelianceAirtel vodafone 0 0Airtel vodafone 0 Reliance

Airtel vodafone 0 Reliance

Weightage 30 30 30 30Response Airtel Vodafone BSNL RelianceCount 25 27 6 12Score 750 810 180 360


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entionedBlue, White & Yellow

Tata Indicom000

0 Tata Indicom Tata Indicom Tata Indicom Tata Indicom

00000

Tata Indicom Tata Indicom

0000

Tata Indicom000

Tata Indicom0

Tata Indicom

00 Tata Indicom

0 Tata Indicom

0000

Tata Indicom Tata Indicom Tata Indicom

Tata Indicom

30

Tata Indicom16

480


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What attribute do you consider most in a service providBrand name Friends brand Call rates VAS

yesyes

yes

yesyes

yesyes

yesyes

yesyesyes

yesyesyes

yesyes

yesyes

yes

yesyesyes yesyes

yes yes yesyes

yesyes


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Brand name Friends brand Call rates VAS Yes Yes Yes Yes

7 5 14 5


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r?Connectivity Current Brand

VodafoneAirtel

Yes Vodafone

Airtelyes Airtel

AirtelAirtel

yes VodafoneAirtel

Relianceyes Airtelyes Vodafoneyes Airtel

yes VodafoneVodafoneVodafoneVodafone

AirtelVodafone

yes AirtelAirtel

yes Vodafoneyes Airtelyes Airtelyes Relianceyes Airtel

Airtelyes Airtel

Airtelyes Vodafoneyes Airtelyes Vodafoneyes Vodafoneyes Vodafone

Airtelyes Airtelyes Vodafoneyes Vodafoneyes Vodafoneyes Vodafone


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Connectivity Yes

24

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