Vodafone Brand Analysis
Upcoming SlideShare
Loading in...5
×
 

Vodafone Brand Analysis

on

  • 11,696 views

Brand Analysis and evaluation of Brand Vodafone

Brand Analysis and evaluation of Brand Vodafone

Statistics

Views

Total Views
11,696
Views on SlideShare
11,694
Embed Views
2

Actions

Likes
1
Downloads
653
Comments
2

1 Embed 2

http://www.slashdocs.com 2

Accessibility

Categories

Upload Details

Uploaded via as Microsoft Word

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Vodafone Brand Analysis Vodafone Brand Analysis Document Transcript

  • 1 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Introduction Indian Telecom Industry-Overview Indian telecom market is currently the most attractive telecom market with a lot of interest being shown by foreign players.Indian mobile industry is the fastest growing across the world adding 15-20 million new subscribers every month. The Indian telecommunication sector in India is the third largest sector across the globe and the second largest among the emerging economies of Asia. Indias teledensity has improved from under 4% in March 2001 to around 71% by the end of March 2011. Cellular telephony has emerged as the fastest growing segment in the Indian telecom industry. The mobile subscriber base (GSM and CDMA combined) has grown from under 2 m at the end of FY00 to touch 812 m at the end of March 2011 (average annual growth of nearly 73% during this eleven year period).Fig1: India’s Wireless Subscriber base The country was divided into 23 circles when the Circles Number in millions mobile phones were introduced in the country. Metros 4 114 Separate licenses were given out for each of the circles in 1994. The circles were classified as A circles 5 288 Metros, A, B or C depending upon the revenue B circles 8 335.5 potential for the circle with Metros & A circles C circles 6 115 expected to have the highest potential. Hitaishi Gupta, FORE School of Management, Delhi
  • 2 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Mobile Subscribers in the world (%): The total mobile subscribers in the world is 5.6 billion , out of which India occupies a market share of 15 % , after Europe and China. Others, 16 Europe, 19 Africa, 10 US/Canada, 6 Other Asia India, 15 pacific, 18 China, 16 Mobile Penetration in the world (%): 140 120 130 100 103 80 60 69 65 58 40 20 0 Europe US/Canada India China Africa Hitaishi Gupta, FORE School of Management, Delhi
  • 3 Brand analysis and evaluation of Vodafone India Pvt. Ltd. The Indian Telecom market is the most competitive with over 11 operators in each circle. Nowhere in the world does any country have so many carriers. The dominant players are Airtel, Reliance, Vodafone, BSNL (state owned), Idea and Tata. Reliance and Tata offer CDMA technology while all the other players are in the GSM space. GSM Others, 3.9 has a 88% share of subscribers and 0% Reliance, 1 now even Reliance and Tata have 6.81% Bharti, 19.7 launched nation-wide GSM services. 0% Apart from the current players, there Uninor, 3.6 Vodafone, 7% 16.56% are several new players like Aircel, Aircel, 6.84 Unitech-Telenor, Shyam-Siestema, % Etisalat that have got the license and Idea, 11.55 Tata, 9.97% BSNL, 10.9 % spectrum to launch mobile services 1% in several telecom circles. Shyam-Siestema is the only player to launch CDMA services while all the new operators are in the lucrative GSM space. The adjoining figure gives the market shares of the operators in India. It is a fragmented market with the biggest operator (Airtel) garnering only 20% share. India is a predominantly prepaid market (93% of all subscribers are on prepaid) with low ARPU and high minutes of usage(MoU).The GSM ARPU(Average revenue per user) is Rs 100 (~ USD 2.2) per month with a usage of 349 minutes per month in the quarter ending Mar, 2011. Similarly, CDMA ARPU stood at Rs 66 (~USD 1.5) with a usage of 263 minutes per month. There is a wide disparity in the rural and urban teledensity with rural teledensity at 34% vs. urban teledensity of around 157%. Hitaishi Gupta, FORE School of Management, Delhi
  • 4 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Key Points: Supply Intense competition has resulted in prompt service to the subscribers. Demand Given the low tariff environment and relatively low rural and semi urban penetration levels, demand will continue to remain higher in the foreseeable future across all the segments. Barriers to entry High capital investments, well-established players who have a nationwide network, license fee, continuously evolving technology and lowest tariffs in the world. Bargaining power Improved competitive scenario and commoditization of telecom services of suppliers has led to reduced bargaining power for services providers. Bargaining power A wide variety of choices available to customers both in fixed as well as of customers mobile telephony has resulted in increased bargaining power for the customers. Competition Competition has intensified with the entry of new cellular players in circles. Reduced tariffs have hurt all operators. Since the competition is so high hence it‟s very important for the companies to create a customer pull towards the brand. Vodafone Overview: The de regulation in the Indian telecommunication markets since the beginning of the 1997 has brought about significant changes in the communication industry. The mobile telephone market has changed dramatically over the past five years in the country. Mobiles have become so popular that many people use their handset as their only phone and rarely use a land line. The number of service providers has also increased many fold and the intense competition in the sector means that the consumer is benefitting from a multitude of operations. One of the major players in the segment is Vodafone. Hitaishi Gupta, FORE School of Management, Delhi
  • 5 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Vodafone‟s business in India has grown from 28 million customers at the time of acquisition in May 2007 to become its largest market with over 134 million customers at 31 March 2011. Vodafone has an international customer base in both developed and emerging markets with over 370 million mobile customers in more than 30 countries. During the FY 11 they added over 40 million customers, mostly in India. Vodafone Customers by market (%): Others, 17 Spain, 5 India, 36 UK, 5 Italy, 6 Egypt, 9 Vodacom, 12 Germany, 10 Vodafone Revenue by Market (%): Germany, 17 Others, 29 Italy, 12 Vodacom, 12 Spain, 11 India, 8 UK, 11 Hitaishi Gupta, FORE School of Management, Delhi
  • 6 Brand analysis and evaluation of Vodafone India Pvt. Ltd. India contributes 8% to the total Vodafone‟s revenue possibly because of the low price war in Indian telecom industry. Mobile Service revenue market share(%): 60 50 53 40 37 30 34 32 20 25 19 10 0 Germany Italy Spain UK India South Africa Vodafone Essar, usually referred to simply as Vodafone, covers 23 telecom circles in India. It was formerly known as Hutchison Essar. It is based in Mumbai. Vodafone Essar is the Indian subsidiary of the Vodafone Group. 67% stake in the joint venture is held by Vodafone while the Essar group holds the remaining 33%. It is the second largest mobile phone operator in terms of revenue behind BhartiAirtel, and third largest in terms of customers. The company now has operations across the country with 151.52 million customers as of October 2011. On February 11, 2007, Vodafone agreed to acquire the controlling interest in Hutch Essar. They bought 67% stake in the company from Li KaShing Holdings for US$11.1 billion, pipping Reliance Communications, Hinduja Group, and Essar Group, which is the owner of the remaining 33%. The whole company was valued at USD 18.8 billion. The transaction closed on May 8, 2007. Despite the official name being Vodafone Essar, its products are simply branded as Hitaishi Gupta, FORE School of Management, Delhi
  • 7 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Vodafone. It offers both prepaid and postpaid GSM cellular phone coverage throughout India with good presence in the metros. Vodafone Essar provides 2.75G services based on 900 MHz and 1800 MHz digital GSM technology, offering voice and data services in 23 of the countrys 23 license areas. It is among the top three GSM mobile operators of India. Vodafone India, initiated the trial run of 3G services in India in Feb 2011. With the event of World cup 2011, there was a TV commercial aired during Advertisement commercial break. Vodafone plans to spend up to $500 million within two years on its 3G networks. The Transition In 2007 Hutch was the second largest GSM brand in the Indian telecom market. A leading player in the high-growth Indian market, Hutch enjoyed considerable brand equity. It was also a well- loved brand in terms of its unique imagery and award-winning communication. In making the transition to Vodafone, it was important to carry forward this equity and exceed expectations. Vodafone had to ensure that it was successful in carrying along 35 million customers, 400,000 trade partners and 10,000 employees through the transition and, even more importantly, to exceed expectations. The brand transition was one of the largest, fastest and the most successful in the whole world. During the transition 4,00,000 multi brand outlets, over 350 Vodafone stores, over 1,000 mini stores, over 35 mobile stores and over 3,000 touch-points were rebranded in two months, with 60% completed within 48 hours of the launch. Marketing Strategies Vodafone‟s new advertising campaign in India carried on with the same popular pug that had become a brand ambassador for Hutch. „Where ever you go, our network follows,‟ was the previous slogan with the pug following the child wherever he went. Now, with Hutchison Essar becoming part of the Vodafone Group, the new campaign had started with Vodafone Hitaishi Gupta, FORE School of Management, Delhi
  • 8 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Essarearmarking Rs. 2.5 billion on the transition from Hutch to Vodafone. The main message of the brand transition exercise: The new Vodafone is the same old Hutch. In the advertisement, the pug sees a new home when it returns after an outing and feels the change is better. The new catch phrase will which was introduced was „Make the most of now.‟ A number of advertisements followed suit. O&M, the advertising agency of Vodafone launched a rather direct, thematic ad showing the trademark pug in a garden, moving out of a pink colored kennel which symbolized Hutch making his way into a red one that is the Vodafone color. A more energetic, chirpier version of the „You and I‟ tune associated with Hutch was played towards the end, and it concluded with „Change is good. Hutch is now Vodafone‟. O&M also rolled out four commercials featuring Hutch‟s animated boy and girl, introducing the new brand‟s logo to consumers. The four creatives which were of five seconds each included the duo peeping over a wall to see the logo, parasailing with the logo flying high behind them, releasing a rocket bomb wherein the explosion reveals the logo and lastly, drawing curtains aside to show the logo. Four other ads with the pug did the rounds of telly screens. These five and ten second spots cast the dog in situations where it literally, saw red, using the colour as a visual mnemonic to remember the brand by. The pug was shown in a red basket, popping up from a red cart, drying itself on a red mat and hiding in a red blanket. Each of these made use of the „Hutch is now Vodafone‟ tagline. The print ads, in all major languages in several leading dailies, were kept very simple: a still shot of the pug inside a red kennel. The same creative was used in outdoor hoardings as well, in all the 16 circles in which Vodafone now operates. Vodafone made use of TV advertising to bring in their brand, in a big way. They had tied up with Star India to run a complete roadblock of its fresh campaign on the entire network by unveiling the 24-hour nationwide rebranding campaign. It was the world‟s first 24 hour TV roadblock to be done by any brand. Vodafone used all of the commercial airtime across all 13 channels in five languages (Hindi, Hitaishi Gupta, FORE School of Management, Delhi
  • 9 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Tamil, Bengali, Marathi and English) from 9 pm on 20 September to 9 pm on September 21. This exercise included TV commercials, transition bumpers and contest spots to promote the Vodafone Essar brand. Considering that the Star Network was the leading network in India, it was the most apt platform for the Vodafone launch. This strategy helped not only in achieving build rapid brand awareness but also to break the clutter during such an important launch in the most happening category of telecom. Commercial spots had also been purchased on Sony entertainment television. While the campaign was heavy on television, it also included all other media vehicles. The print campaign kicked off on 21 September. While the brand campaign had been addressing the transformation, the company, on the other hand was swiftly preparing for a price war in the Indian telecom space. Vodafone started providing mobile handsets to new subscribers at ultra-cheap prices, ranging from Rs. 800 to Rs. 1200. Vodafone Essar launched low priced cell phones in India under the Vodafone brand, and also co- branded handsets sourced from major global vendors. By bringing in millions of low-cost handsets from across the globe into India, Vodafone Essar distributed bundled handsets through its existing 400,000 distribution outlets. By flooding the market with its low-cost handsets, Vodafone also became a mass mobile phone brand like Nokia, Samsung, Motorola, and Sony Ericsson in addition to continuing as telecom services provider. The result of all this activity was that the launch was the most talked about event in Indian media, with over 450 articles. An entire episode of CNBC covered the transition as a case study. Day-after brand recall for Vodafone was 80%, proclaimed by the industry and media as one of the best brand-launches the country has ever seen. Thirty-five million customers transitioned seamlessly into brand Vodafone and within six months of launch, it became the brand of choice for over 44 million subscribers. It was the fastest, most comprehensive and most effective launch witnessed within the Vodafone network. Hitaishi Gupta, FORE School of Management, Delhi
  • 10 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Segmentation, Targeting and Positioning Segmentation The segmentation that Vodafone adopts can be classified as a multi segmentation approach. There are different levels to this segmentation starting with a demographic segmentation. Demographic: Vodafone uses the occupation aspect in the demographic category of segmentation. They divide their users as consumer and business. On their website these two segments are catered to by two completely different web pages. The business users are offered company solutions, machine to machine solutions and all other end to end business connectivity solutions. The consumers on the other hand are again segmented as follows Geographic: The company provides different plans, tariffs and offers to different customers depending on the state that they come from.  Behavioral (User Status): The users are further segmented depending upon whether they are post paid users or pre paid users. Separate plans are then provided to each user depending upon their category. Targeting Vodafone is adopting a multi segment targeting. They are targeting the high end user, low end user, the business professional as well as the common man. While they are providing “chota recharge” for their pre paid users, at the same time they are also providing international roaming facility, calling card etc for their high end users or post paid users. A multi segment targeting approach makes sense also as India is a rapidly growing telecom market and with the tele density increasing, one can be sure that people of all strata‟s would start owning a mobile phone very soon. Thus to target the huge population a multi segment targeting approach makes more sense. Positioning The current positioning of Vodafone is “Power to you”. With the competition in the telecom space heating up, most of the telecom providers are providing almost the same tariffs. As the Hitaishi Gupta, FORE School of Management, Delhi
  • 11 Brand analysis and evaluation of Vodafone India Pvt. Ltd. companies understand that they cannot gain advantage through the price wars, each is trying to differentiate itself by providing something extra. Vodafone is treading the same path by providing the user with different offerings like special alerts, magic box, call filter etc. With these Vodafone wants to empower its customer with the power to control all the aspects of the service that he possibly can. Perceptual Map PERCEPTUAL Hig Vodafone MAP h on serv Airtel Tata BSNL Reliance ice MTNL Low on Aircel High on Idea esteem esteem LoopUnitech Videocon MTS Low on serv Marketing Mix ice Product: Vodafone services and handsets The services provided by Vodafone range from a simple text message to high end video conferencing. The handsets provided by Vodafone are low cost and sometimes are developed in collaboration with different handset manufacturers. Any kind of service delivered by Vodafone would come under its product feature. Price: The services that the company offers are differentially priced. While calls can be availed at as less as one paisa per second, other high end features can be availed at monthly or yearly rentals. Place: Vodafone India is present throughout all the circles in India. They have dedicated Vodafone stores at a number of locations where customers can go to interact and avail some Hitaishi Gupta, FORE School of Management, Delhi
  • 12 Brand analysis and evaluation of Vodafone India Pvt. Ltd. services as well as in case they need to buy some handset, recharge card etc. The website provides a platform for reaching a mass audience from one place. It also helps in communicating to the users any new offering in a fast and efficient manner. The website provides a place for all users to stay connected at one place and also to share their thoughts, views and experiences. One can also shop online. Promotion: Vodafone relies on well made advertisements and special offers to its customers in order to promote the brand. The promotion comprises of online advertising, print ads, mailers, online promotion, social media promotion et all. A 360 degree promotion mechanism is used by the company in order to ensure and improve its customer base. Physical Evidence: The Vodafone stores, their merchandise like sim cards, handsets etc, their website, personnel etc all contribute to the physical evidence of the company. People: All the employees and personnel associated with the Vodafone company represent the people aspect of the marketing mix. Processes: The process for such a company depends on the kind of product or service that the customer wants to avail. As the complexity of the customer increases, for eg: from a normal customer to a business user to an enterprise, the complexity of the process would also increase. Marketing Strategy Vodafone India has an integrated marketing strategy to ensure that they reach the maximum customer base and provide a number of touch points for the user. The sales and distribution of Vodafone products is done through their dedicated outlets as well as other outlets, small shops and stores. Vodafone has set up similar format Vodafone stores all over India to give their consumers a seamless and coherent experience wherever they maybe. At the same time a number of mini stores ensure that the customers have more number of places to resolve their minor problems and enquiries. These also provide an avenue for the Hitaishi Gupta, FORE School of Management, Delhi
  • 13 Brand analysis and evaluation of Vodafone India Pvt. Ltd. customers to settle their bill dues immediately. Vodafone India also pushes its sim cards through general retailers and pays them a small margin on the sale of each sim card. Post paid consumers are given offers and upgrade schemes to ensure that the company maintains a relationship with them. Thus the sales and distribution aspects of Vodafone in India are taken care by  Dedicated outlets  Mini outlets  Retail shops  Mobile shops The marketing communications of Vodafone are typically very up market and generally the positioning is such that amongst the masses Vodafone is perceived as an aspirational brand. With a focus on the “Power to you” positioning all the current advertisements of Vodafone are focusing on picturization of the benefit that the consumer will get once he becomes a Vodafone customer. The marketing communications always depict Vodafone as a young and up market brand. The TV advertisements of Vodafone are always targeted at ensuring that the customer can understand the benefit that they want to offer. Vodafone typically does not emphasize strongly on print ads and radio ads. Although at the times of important tie ups and events one can see single page ads in the newspapers, magazines etc as well as small audio clips on the radio network. Vodafone uses the events platform as a promotion tool. Events like IPL which are sure to grab eye balls are sponsored by Vodafone and large scale TV advertising is done to ensure that the customer may avail IPL related services on his handset. Currently Vodafone has combined with the highest TRP grossing Big Boss and is providing a chance to the customers to visit the Big Boss house. Advertising Vodafone lays special emphasis on creative advertising. They came up with the highly successful zoo zoo campaign which became a hit with all the consumers. All their ads clearly portray the benefit for the user and are done in such a way such as to induce Hitaishi Gupta, FORE School of Management, Delhi
  • 14 Brand analysis and evaluation of Vodafone India Pvt. Ltd. good brand recall. Television advertising is a major tool used by Vodafone to push its brand as well as the promotions that they are coming up with. From time to time they use other media like print and radio also to push their product or offering to the masses. Events Vodafone ties up with a number of events which are designed to create daily or special brand related interactions. They generally combine with high popularity TV shows and events which provides them good eye balls and ensures that a particular number of people always view what they have to offer. Vodafone emphasizes more on above the line activity. Their strong financial background ensures that they can pump in their money in such events and ensure a strong brand recall. Interactive Marketing Vodafone is making extensive use of the online segment to involve more and more consumers with the brand. They have a presence on all the social networking sites and are providing special offers on those pages as well. A number of users can connect with the brand and talk , discuss about the various aspects of the brand online itself. They periodically keep revising the promotional offer advertisement that they put up on such pages. They are providing their entire range of products, service and promotion related information on these sites. Hitaishi Gupta, FORE School of Management, Delhi
  • 15 Brand analysis and evaluation of Vodafone India Pvt. Ltd. SWOT Analysis Strengths Weaknesses Strong brand name An international brand name may mean Wide distribution network that Indians may view it as a foreign brand Financially stable Low margins to distributors and retailers Strong brand connect with the customer Servicing of client needs. Strong customer base Opportunities Threats Untapped rural market A number of competitors entering the Introduction of newer technologies telecom space Value added services market Mobile number portability Business markets Fear of consolidation in the industry Vodafone Communication Strategies: Brand Elements Brand elements are those trademarked devices that serve to identify and differentiate the brand. These are also sometimes known as brand identities. Items like brand name, logo, mnemonics, characters, spokespersons, slogans and jingles are some items that can be characterized as brand elements. All or most of them are trademarked and registered by the parent company of the brand and these are what appear in front of the consumer in the brand‟s communication and help increase recall of the brand as these are things that the consumers remember a brand by. According to theory, there are some specific criteria which need to be kept in mind while deciding on the brand elements. These are points which when satisfied help in serving the full purpose of having brand elements. Some of these criteria are: Hitaishi Gupta, FORE School of Management, Delhi
  • 16 Brand analysis and evaluation of Vodafone India Pvt. Ltd. 1. Memorable – These elements should be easily recognized and can be easily recalled. 2. Meaningful – If not all then most of the brand elements should have a meaning and should associated in some or the other way with the culture and values of the brand. 3. Likeable – In simple terms brand elements should be fun, interesting or may be aesthetically pleasing so that the consumers like it and attach positive connotations with these elements. 4. Transferable – Brand elements need to be the same for different markets and geographies, for different product or service categories. So transferability across these boundaries is critical. 5. Adaptable – They must be flexible and the company should be able to update them as and when required. 6. Protectable – They should be legally protected from counterfeiting and copyrights violation. Now keeping these criteria in mind, let us have a look at the brand elements associated with Vodafone and according to the consumers, how well do these elements stand up to the criteria defined above. Brand Name – Vodafone Vodafone is one of the biggest telcom operators in the world along with other big names like China Mobile and AT&T. It carries with itself a reputation of being one of the finest telecom service providers across the world and the name carries an element of desire with it. In India, the brand was earlier known as Vodafone Essar, due to the parent company‟s holding pattern. However, Essar has been a business name since long in the country and is associated with other businesses as well. So the “Essar” part was done away with and the brand name is now Hitaishi Gupta, FORE School of Management, Delhi
  • 17 Brand analysis and evaluation of Vodafone India Pvt. Ltd. “Vodafone”. It being a foreign brand attracts consumers and the consumers already on the subscriber list feel proud to be associated with a big international brand. It is easy in terms of memorability and meaning and having a long history attached to it along with the geographies Vodafone is now operating in, it has proved its adaptability and transferability. Brand Logo Vodafone calls it the “Speechmark Logo”. It is a quotation mark in a circle. The quotation marks before and end of a conversation is depicted in the logo and Red color has been its corporate color for long. The name is written below the design. It is the same logo as is used globally although in some areas like Portugal Vodafone has used a different logo. This is vital as it shows to the consumer that the company will offer the same level of quality in service as is being provided globally. Overall the logo has been there for a long period of time. So from the consumer‟s point of view, it is memorable and the red color is liked by one and all. It is protected from any violation like copying or faking. It is a likeable logo which helps in increasing the recall of the brand as soon as the logo appears in from of the consumer. URL (Uniform Resource Locator) The website link or URL for the global website is http://www.vodafone.com and the link to the Indian website is http://www.vodafone.in. These are registered domain names so protection is taken care of. As there are provisions of checking and making bill payments online, going through various tariff rates and value added services details on the website, the online interface is a very vital component among the brand elements. The URL simply has the name of the brand and „in‟ for India as the extension. It is easy to remember and use, hence making it an effective brand element. Hitaishi Gupta, FORE School of Management, Delhi
  • 18 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Characters Characters represent a special type of brand symbol, one that takes on human or real-life characteristics. Since Vodafone entered into the Indian market, there have been two primary characters associated with the brand. The first is the famous pug which was used in the earlier advertisements and portrayed the consistency of service in the tagline “Wherever you go, our network follows”. The second and extremely popular character which Vodafone created was the Zoozoo. Real people wore grey suits to portray comical characters in a major communication campaign aimed at increasing awareness about the value added services provided by Vodafone. The campaign includes every channel from television and print advertising to billboards and hoardings at the point of sale. Zoozoos as a character have been loved by one and all and have helped tremendously in increasing the brand awareness among consumers. However sometimes characters take on such a presence in the mind of the consumer that the characters dominate the brand name itself. Zoozoos have become such a phenomena today that people generally would watch the advertisement and switch the channel before any message is communicated. So in the long run, continuing this campaign indefinitely could hurt Vodafone‟s brand equity in India. Slogans Slogans can contribute to brand equity in multiple ways. They can play off the brand name to build brand awareness and image and can also contain product related information and other meanings. Vodafone‟s current slogans in the 2010 advertising campaign is “Isn’t it nice when someone makes you feel special” and “Power to you”. The ads focus on the close friendship of two school girls and the care each one shows for the other. The company wishes to communicate to the consumer the various value added services it offers, which it terms as “Vodafone Delights”, to indicate their services intend to delight the consumer in every possible way and the slogan powerfully conveys that Vodafone is a brand that cares about its consumers and believe in doing the small little things to delight them and make them feel special always. Hitaishi Gupta, FORE School of Management, Delhi
  • 19 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Their previous slogans like “Happy to Help”, “Power to you” and “Wherever you go our network follows” have been equally successful in associating different meanings with the brand; meanings like consistency of service, the consumers‟ power to choose what service to avail and what to pay for and the brand being ever present in case of any need for the consumer. Jingles Most consumers remember the “You and I in this beautiful world” jingle, which ran as background in the communication campaign consisting of the pug following the kid, helping him and doing chores for him. The current campaign has the jingle “The little things you do”, a sweet and melodious song which portrays the intended message quite well. Vodafone‟s jingles‟ strongest point is their likeability and consumers tend to remember them very conveniently. Jingles, have hence always been a critical brand element for Vodafone. Communication Campaigns Vodafone keeps coming out with new communication campaigns at regular time intervals. It ran the “Pug” campaign for some time initially. Then it launched the “Zoozoo” campaign and now it has recently launched the “Vodafone delights” campaign. Another small campaign that had been running until recently was the “Rs. 4 me sab kuch” which had a speaking parrot trying to convince people that four rupees are of no value today but Vodafone offers a lot of things in just that amount. These changes in communication campaign strategies and focus on different things every time shows that Vodafone stresses on being innovative in its advertising, trying to come up with something new and refreshing, which will be liked and remembered by the consumer for a long time. They have never used media or sports celebrities for their communication, unlike competitors like Airtel, Idea and Reliance who use sports celebrities and bollywood stars like AbhishekBachchan and HrithikRoshan for their endorsements and advertising. Their campaigns generally have had a 360 degree approach, reaching the audience through multiple channels. Some of the channels which Vodafone always covers are: Hitaishi Gupta, FORE School of Management, Delhi
  • 20 Brand analysis and evaluation of Vodafone India Pvt. Ltd. 1. Television advertisingis done on most popular channels and in major sports events that generally have a long run and are repeated all over the year. 2. Newspapers/Magazine advertisements in all major dailies, but mostly in English newspapers, business newspapers and general and economics magazines. 3. Hoardings/Billboards on the highways and on the bus stops all over major cities across the country are helping increase awareness and hence, recall of the brand. 4. Small prints at point of sale, varying from major retail outlets to smallpanwari shops. 5. Event sponsorships for major sporting events like Indian Premier League and the UEFA Champions League in football, an event widely followed in India now. Infact according to a research, Vodafone along with Pepsi were found to be the most visible brands after IPL 3 ended earlier this year. 6. Radio – On radio they have only run the “Parrot” campaign as this does not require any major display to go with the voice. Overall their communication campaigns have been innovative and appealing enough to not only attract the consumer‟s attention but also make and maintain the brand‟s position is the mind ladders. The Zoozoo campaign according to people was a little over run and at one point of time was contributing to creating a perceptual block in the consumers‟ mind. So the new Parrot and Delights campaigns have freshened things up. There have been other small campaigns as well, one prominent one which had Formula 1 racer Lewis Hamilton featured in it. However the recall for that ad is very low and it can be categorized as an unsuccessful campaign. Hitaishi Gupta, FORE School of Management, Delhi
  • 21 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Literature Review: Debnath (2008), in his study, he explained that the prime focus of the service providers isto create a loyal customer base by benchmarking their performances and retainingexisting customers in order to benefit from their loyalty. With the commencement of theeconomic liberalization in 1991, and with a view to expand and improve telecominfrastructure through the participation of the private sector, the Government of India permitted foreign companies holding 51 percent equity stake in joint ventures tomanufacture telecom equipment in India. The Indian Government has announced a new policy, which allows private firms to provide basic telephone services. There had been amonopoly of the state-owned department of telecommunications. However, severalcompanies are expected to benefit from the policy change. Kalavani (2006) in their study analyzed that majority of the respondents have givenfavorable opinion towards the services but some problems exist that deserve theattention of the service providers. They need to bridge the gap between the services promised and services offered. The overall customers¶ attitude towards cell phoneservices is that they are satisfied with the existing services but still they want moreservices to be provided.Kumar (2008), in their study titled ³Customer Satisfaction and Discontentment vis-à-vis BSNL Landline Service: A Study´ analyzed that at present, services marketing plays amajor role in the national economy. In the service sector, telecom industry is the mostactive and attractive. Though the telecom industry is growing rapidly, Indias telecomdensity is less than the worlds average telecom density as most of Indias market is yet to be covered. This attracts private operators to enter into the Indian telecom industry,which makes the Bharat Sanchar Nigam Limited (BSNL) more alert to run its businessand survive in the market. Seth et al (2008), in their study titled Managing the Customer Perceived Service Qualityfor Cellular Mobile Telephone: anEmpirical Investigation´ analyzed that there is relativeimportance of service quality attributes and showed that responsiveness is the mostimportance dimension followed by reliability, customer perceived network quality,assurance, convenience, empathy and tangibles. This would enable the service providersto focus their resources in the areas of Hitaishi Gupta, FORE School of Management, Delhi
  • 22 Brand analysis and evaluation of Vodafone India Pvt. Ltd. importance. The research resulted in thedevelopment of a reliable and valid instrument for assessing customer perceived servicequality for cellular mobile services. Fernandez (2007) in their study titled Understanding Dynamics in anEvolving Industry:Case of Mobile VAS in India´ analyzed that Mobile Value Added Services (VAS) is arising star in the fast growing wireless business. In the paper, attempt is made atunderstanding the strategic dynamics of the evolving environment within which theIndian players are operating, the challenges and structure of the same. Our literature andindustry review indicates that - while the value chain of industry is complicated yet onecan observe the bipolar nature of bargaining powers between mobile network operatorsand content aggregators. Kalpana and Chinnadurai (2006) in their study titled Promotional Strategies of Cellular Services: A Customer Perspective´ analyzed that the increasing competition andchanging taste and preferences of the customers all over the world are forcing companiesto change their targeting strategies. The study revealed the customer attitude and their satisfaction towards the cellular services in Coimbatore city. It was found thatadvertisement play a dominant role in influencing the customers but most of thecustomers are of opinion that promotional strategies of cellular companies are more saleoriented rather than customer oriented. Hitaishi Gupta, FORE School of Management, Delhi
  • 23 Brand analysis and evaluation of Vodafone India Pvt. Ltd. RESEARCH METHODOLOGY Research Objective To conduct a Brand Analysis of Vodafone on the basis of the secondary research through a questionnaire, and primary research,projective techniques and in depth interviews to tap the top of the mind brand and brand image of Vodafone. This Brand Analysis would tap in the following aspects of the Brand: 1. Brand Awareness 2. Brand Image 3. Emotional Values 4. Perceived Quality 5. Brand Loyalty Brand Analysis Brand has been viewed as a powerful entity and its success depends on its positioning in the market among consumers (Punj& Moon, 2002). Due to competition among retailers and diversification of consumers in global markets, the assessment of brand evaluation becomes challenging. To resolve this issue, international marketers and retailers always look for measures to strengthen their brands across national boundaries by evaluating the effectiveness of implementing marketing mix and positioning the brands. Consumers use brand names and product attributes as cues for information that help in the decision making process (Feldman & Lynch, 1988). A favorable brand name that possesses good quality results in a positive perception or belief in consumers‟ mind and finally results in purchase intentions. More specifically, consumers often recognize a status brand only with a brand name and image without any knowledge of other features of the brand (O‟Cass& Frost, 2002). Evidence also shows that brands provide consumers with non-utilitarian or hedonic experiences that generate emotional value (e.g., enjoyment or pleasure) (Holbrook, 1986) in addition to utilitarian experiences (e.g., perceived quality)(Zeithaml, 1988). Apparently, the success of a brand can be determined by assessing how a brand is evaluated or perceived and to what extent consumers are committed toward it. Hitaishi Gupta, FORE School of Management, Delhi
  • 24 Brand analysis and evaluation of Vodafone India Pvt. Ltd. To assess consumer evaluation of a brand, we adopt two components of Dillion, Madden, Kirmani, and Mukherjee (2001): general brand impressions and brand-specific associations. In addition, Lee, Knight, and Kim (2008) incorporated brand commitment to the brand analysis due to its behavioral component (e.g., purchase intention and brand loyalty). Thus, our brand analysis model has three components: brand specific association, general brand impression, and brand commitment, as depicted below. Figure 2: Conceptual framework of brand analysis General Brand Impression General brand impression plays an importantrole in consumers‟ decision-making process.Specifically, Keller (1993) provided a conceptualframework for creating general brandimpressions with two dimensions: brand awarenessand brand image. Brand awareness is definedas the brand knowledge involving recognitionof the brand name at the rudimentarylevel (Hoyer&Brown, 1990).Nagashima (1970,1977) argued that consumers form opinionsabout a brand mainly through the familiarity orawareness of that brand. In this context, Rossiterand Hitaishi Gupta, FORE School of Management, Delhi
  • 25 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Percy (1987) related brand awareness to(a) the consumers‟ ability to trace a brand indifferent conditions and (b) the likelihood thata brand will easily come to consumers‟ mind.Similarly, increase in brand awareness raisesthe likelihood that the brand will be consideredmore frequently while purchase is made(Baker et al., 1986). Brand image is the perceptionof the product by the consumer. Brandimage links features or characteristics of a particularbrand to consumers‟ memory and builds ageneral brand impression. Consumers‟ ability torecognize a brand increases with frequent advertising(Keller, 1993) and celebrity endorsements(Rossiter& Percy, 1987). It is evident that brandawareness and brand image influence the formationand strength of general brand impressions. Brand-Specific Association General Brand-specific association has been linkedto the feature, attribute, or characteristic thatmakes consumers more associated with a brandand makes it distinct from other brands (Dillionet al., 2001). As proposed by Lee et al. (2008),perceived quality and emotional value are thetwo major dimensions of brand-specific associationas they form critical factors in productperception.Emotional value is defined as the value thatrelates individuals to their feelings or affectivestates (Sheth, Newman, & Gross, 1991) orthe benefit derived from the sense of pleasurethrough either the purchase or consumption of abrand (Sweeney &Soutar, 2001). As Holbrook(1986) contended, consumers experience certainemotions (i.e., enjoyment or pleasure) offered bydifferent products and brands. Studies on developingcountries have illustrated that consumptionof products from western countries actsas a symbol of status and prestige, and henceenhances consumers‟ emotional feelings (Bhat& Reddy, 1998; Kinra, 2006). Perceived qualityhas been defined as a consumer‟s appraisalor subjective evaluation of the overall excellenceor superiority of the products (Zeithaml,1988). In sum, consumers may purchase a particular brand when theyperceive that the brand offers high quality andemotional satisfaction to them. Brand Commitment Brand commitment has been defined as an enduringdesire to maintain a valued relationshipwith a brand (Moorman et al., 1992) and canbe classified into brand loyalty and purchase intentions.Brand loyalty has been identified asan important strategy for retailers to Hitaishi Gupta, FORE School of Management, Delhi
  • 26 Brand analysis and evaluation of Vodafone India Pvt. Ltd. obtain acompetitive advantage in the market (Sirdeshmukh, Singh, &Sabol, 2002). Consumers becomeloyal to a particular brand in such a way that they intend to purchase the brand repeatedly and do not change to other brands so often. Moreover, brand loyalty has been perceived as long- term attachment to a brand (Dick &Basu, 1994). Although consumers in developing countries are not much familiar with foreign brands, they tend to become more loyal toward foreign brands compared to local brands becauseof perception of better quality (Lin&Sternquist, 1994). Similarly, Gaedeke (1973) emphasized that developing countries such as India, China, and Taiwan prefer brands from western or developedcountries and are more loyal toward them. Another component of brand commitment, purchase intention, indicates the tendency of consumers to purchase specific brands in a routine manner compared to other brands (Yoo et al., 2000). Scope of the study The study is limited to Delhi/NCR Region. Methodology 1. Universe of the study: This involves all the people using the product or the service. 2. Population of the study: This involves all those people using the product/service residing in a particular area. So here the population will be all those people who are availing the service in Delhi/NCR region. 3. Sampling technique: The sampling technique applied is snowball sampling technique. The order of the questions was randomized to test questions under each construct. Sampling Unit Every single individual undertaken in the research study is called the sampling unit. The probable sample size for the research would be 120. Hypothesis Development This report aims to analyze telecom brands in the Indian market in terms of general brand impression, brand specific association, and brand commitment. Hypotheses are developed to determine whether Hitaishi Gupta, FORE School of Management, Delhi
  • 27 Brand analysis and evaluation of Vodafone India Pvt. Ltd. (a) Indian consumers‟ responses to brand analysis components differ between Vodafone (UK brand) and other Indian telecom brands. (b) Indian consumers‟ attitudes and preferences toward brand analysis components differs between Vodafone( U.K. brand) and the local brands. 1. Association between gender and favorite telecom brand This hypothesis is concerned with the effects of gender on a favorable attitude towards different telecom brands. H0: There is no association between mobile service provider and favorite telecom operator H1: There is association between mobile service provider and favorite telecom operator 2. Association between monthly mobile bills and telecom service provider. This hypothesis is concerned with the effects of income levels on a favorable attitude towards different telecom brands. H0: There is no association between monthly mobile bill and telecom service provider H1: There is association between monthly mobile bill and telecom service provider 3. General Brand Impression This hypothesis is concerned with the effects of brand type and attitude on general brand impressions (i.e., brand awareness and brand image). According to Aaker and Day (1974), brand awareness and brand image directly influence the decision-making process in selecting brands. H0: Brand type has no effect on: brand awareness; and brand image. H1: Brand type has an effect on: brand awareness; and brand image. 4. Brand-Specific Association This hypothesis relates to the effects of brand type and attitude towards telecom brands on brand-specific impressions (i.e., perceived quality and emotional value). Consumers view and develop perceptions toward different brands based on several attributes (Erdem et al., 2004). Indian consumers perceive foreign brands as superior in quality compared to local brands Hitaishi Gupta, FORE School of Management, Delhi
  • 28 Brand analysis and evaluation of Vodafone India Pvt. Ltd. (Batraet al., 2000; Maxwell, 2001). Apart from perceived quality offered by a brand, consumers‟ buying decision is also affected by emotional aspects related to its purchase. Bhat and Reddy (1998) illustrated that possession of foreign brands in developing countries represents status and wealth in the society and provides emotional benefits to consumers. Likewise, Indian consumers have a favorable rating for foreign brands due to prestige and status associated with them (Kinra, 2006). Thus, H0: Brand type has no effect on: emotional value; and perceived quality of the brand. H1: Brand type has an effect on: emotional value; and perceived quality of the brand. 5. Brand Commitment This hypothesis relates to the effects of brand type and attitude towards telecom brands on brand commitment (i.e., brand loyalty and purchase intentions of the brand). It has been argued that loyalty toward a brand depends on its perceived quality, brand name, and country of origin (Malai&Speece, 2005). Bos (1994) illustrated that consumers in developing countries display higher levels of brand loyalty toward foreign brands as they offer high quality, which decreases their purchase intentions toward local brands. Thus, H0: Brand type has no effect on: brand loyalty and purchase intention of the brand. H1: Brand type has an effect on: brand loyalty and purchase intention of the brand. Hitaishi Gupta, FORE School of Management, Delhi
  • 29 Brand analysis and evaluation of Vodafone India Pvt. Ltd. RESEARCH DESIGN Descriptive research design was used to understand the to measure attitude towards different telecom brands and the components of brand analysis. Figure 5: Types of research design Figure 6: Major types of descriptive studies Hitaishi Gupta, FORE School of Management, Delhi
  • 30 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Questionnaire Finalization The questionnaire was designed to measure attitude towards different telecom brands and the components of brand analysis consisting of general brand impressions (i.e., brand image and brand awareness), brand-specified associations (i.e., emotional value and perceived quality), and brand commitment (i.e., brand loyalty and purchase intention). Each item was measured on a 5- point Likert-type scale anchored by “strongly disagree” (1) and “strongly agree” (5). The scales were drawn from scales that have previously been validated in the literature. Construct Component Item in Questionnaire General Brand Impression Brand Awareness I can recognize the brand among competing brands I can quickly recall the logo of the brand I can quickly recall the brand ambassador of the brand I can quickly recall its tv advertisement Brand Image Has a good reputation Is a prestigious brand Brand Specific Association Perceived Quality Has a good Network Has good Call rates Has good availability Has good services Emotional values Is the brand I love Makes me want to use it I want to stay associated with the brand Gives me pleasure I will Choose this brand over Competitors Brand Commitment Brand Loyalty I am loyal to this brand I will Choose this brand over Competitors Hitaishi Gupta, FORE School of Management, Delhi
  • 31 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Findings: Gender Number Female 48 Male 72 Female 40% Male 60% Age(in years) Total Number <20 20 20-30 57 30-40 33 >40 10 >40 <20 8% 17% 30-40 28% 20-30 47% Hitaishi Gupta, FORE School of Management, Delhi
  • 32 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Yearly Family Number Income >300000 25 300000-600000 8 600001-1000000 53 >1000000 34 >300000 >1000000 21% 28% 300000- 600000 7% 600001- 1000000 44% Monthly Spending Number on mobile phone bill 50-100 1 101-200 56 201-400 27 >400 36 50-100 1% >400 30% 101-200 47% 201-400 22% Hitaishi Gupta, FORE School of Management, Delhi
  • 33 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Favourite Number Telecom Provider Airtel 34 Vodafone 70 Reliance 6 Idea 10 Reliance 5% Idea 8% Airtel 28% Vodafone 59% Who Influences Number your purchase decision Advertisements 49 Family 5 Friends 63 Colleagues 2 Dealers 1 Colleagues Dealers 2% 1% Advertisem ents Friends 41% 52% Family 4% Hitaishi Gupta, FORE School of Management, Delhi
  • 34 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Which of the following Number brands understands Indian consumers better? Airtel 34 Idea 10 Reliance 16 Tata Docomo 6 Vodafone 54 Airtel 28% Vodafone 45% Idea 9% Reliance Tata 13% Docomo 5% Factors important while using mobile. SMS packs 19% Incoming and outgoing calls 50% Internet 31% Hitaishi Gupta, FORE School of Management, Delhi
  • 35 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Factors important while choosing a mobile service provider. Brand Image Customer 5% Care services Availability 3% 2% Value added services 22% Network Call rates 36% 25% Offers 7% Hitaishi Gupta, FORE School of Management, Delhi
  • 36 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Analysis: Cross Tab Test: Association between mobile service provider and favorite telecom operator: H0: There is no association between mobile service provider and favorite telecom operator H1: There is association between mobile service provider and favorite telecom operator Choose your Mobile Service Provider from the following? * Which is your favourite Telecom Brand? Crosstabulation Which is your favourite Telecom Brand? Total Airtel Idea Vodafone Choose your Mobile Aircel Count 1 0 1 2 Service Provider % within Choose your Mobile Service 50.0% .0% 50.0% 100.0% from the following? Provider from the following? Airtel Count 15 1 19 35 % within Choose your Mobile Service 42.9% 2.9% 54.3% 100.0% Provider from the following? Idea Count 1 1 10 12 % within Choose your Mobile Service 8.3% 8.3% 83.3% 100.0% Provider from the following? Reliance Count 6 0 6 12 % within Choose your Mobile Service 50.0% .0% 50.0% 100.0% Provider from the following? Vodafone Count 11 0 48 59 % within Choose your Mobile Service 18.6% .0% 81.4% 100.0% Provider from the following? Total Count 34 2 84 120 % within Choose your Mobile Service 28.3% 1.7% 70.0% 100.0% Provider from the following? Chi-Square Tests Asymp. Sig. (2- Value df sided) a Pearson Chi-Square 16.715 8 .033 Likelihood Ratio 16.557 8 .035 N of Valid Cases 120 Hitaishi Gupta, FORE School of Management, Delhi
  • 37 Brand analysis and evaluation of Vodafone India Pvt. Ltd. In this hypothesis, it is observed that the level of significance is less than 0.05. Hence, we reject the null hypothesis and confirm that there is Association between mobile service provider and favorite telecom operator and is statistically significant. Results: 1. 70% of the total sample chose Vodafone as its favorite telecom brand. 2. 54.3 % of the sample who had airtel as their mobile service provider, chose Vodafone as their favourite telecom brand. 3. 83.3% of the sample who had Idea as their mobile service provider, chose Vodafone as their favourite telecom brand. 4. 50% of the sample who had Reliance as their mobile service provider, chose Vodafone as their favourite telecom brand. Hitaishi Gupta, FORE School of Management, Delhi
  • 38 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Association between gender and favorite telecom operator H0: There is no association between gender and favorite telecom service provider H1: There is association between gender andfavorite telecom service provider Gender * Which is your favorite Telecom Brand? Crosstabulation Which is your favourite Telecom Brand? Total Airtel Idea Vodafone Gender Female Count 12 0 36 48 % within Gender 25.0% .0% 75.0% 100.0% Male Count 22 2 48 72 % within Gender 30.6% 2.8% 66.7% 100.0% Total Count 34 2 84 120 % within Gender 28.3% 1.7% 70.0% 100.0% Chi-Square Tests Value df Asymp. Sig. (2- sided) a Pearson Chi-Square 1.933 2 .380 Likelihood Ratio 2.645 2 .266 N of Valid Cases 120 a. 2 cells (33.3%) have expected count less than 5. The minimum expected count is .80. Hitaishi Gupta, FORE School of Management, Delhi
  • 39 Brand analysis and evaluation of Vodafone India Pvt. Ltd. In this hypothesis, it is observed that the level of significance is greater than 0.05. Hence, we accept the null hypothesis and confirm that there is no Association between gender and favorite telecom operator and is not statistically significant. Results: 1. 75% of the females in the sample have Vodafone as their favorite telecom operator. 2. 66.7% of the males in the sample have Vodafone as their favorite telecom operator. Association between Monthly spending on mobile bills and telecom operator H0: There is no association between monthly mobile bill and telecom service provider H1: There is association between monthly mobile bill and telecom service provider Monthly Spending on mobile phone bill * Choose your Mobile Service Provider from the following? Crosstabulation Choose your Mobile Service Provider from the Total following? Aircel Airtel Idea Reliance Vodafon e Monthly Spending >400 Count 0 19 0 0 17 36 on mobile phone % within Monthly Spending .0% 52.8% .0% .0% 47.2% 100.0% bill on mobile phone bill 101-200 Count 0 2 9 12 4 27 % within Monthly Spending .0% 7.4% 33.3% 44.4% 14.8% 100.0% on mobile phone bill 201-400 Count 2 13 3 0 38 56 % within Monthly Spending 3.6% 23.2% 5.4% .0% 67.9% 100.0% on mobile phone bill 50-100 Count 0 1 0 0 0 1 % within Monthly Spending .0% 100.0% .0% .0% .0% 100.0% on mobile phone bill Total Count 2 35 12 12 59 120 % within Monthly Spending 1.7% 29.2% 10.0% 10.0% 49.2% 100.0% on mobile phone bill Hitaishi Gupta, FORE School of Management, Delhi
  • 40 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Chi-Square Tests Value df Asymp. Sig. (2- sided) a Pearson Chi-Square 87.869 12 .000 Likelihood Ratio 83.876 12 .000 N of Valid Cases 120 a. 12 cells (60.0%) have expected count less than 5. The minimum expected count is .02. In this hypothesis, it is observed that the level of significance is less than 0.05. Hence, we reject the null hypothesis and confirm that there is Association between monthly mobile bills and telecom operator and is not statistically significant. Results: 1. 52.8% of those who have their monthly mobile bill >Rs 400 have an Airtel connection. 2. 44.4% of those who have their monthly mobile bill Rs 101-200 have a Reliance connection. 3. 67.9% of those who have their monthly mobile bill Rs 201-400 have a Vodafone connection. Hitaishi Gupta, FORE School of Management, Delhi
  • 41 Brand analysis and evaluation of Vodafone India Pvt. Ltd. ANOVA test: General Brand Impression H0: Brand type has no effect on: brand awareness; and brand image. H1: Brand type has an effect on: brand awareness; and brand image. Brand has a good reputation: H0: Brand type has no effect on: having a good reputation. H1: Brand type has an effect on: having a good reputation. ANOVA Has a good reputation Sum of df Mean Square F Sig. Squares Between Groups 617.177 4 154.294 145.349 .000 Within Groups 631.617 595 1.062 Total 1248.793 599 In this hypothesis, it is observed that the level of significance is less than 0.05. Hence, we reject the null hypothesis and confirm that Brand type has an effect on: having a good reputation. Has a good reputation Brand N Subset for alpha = 0.05 1 2 3 4 a,,b Waller-Duncan 4 120 1.77 5 120 2.47 3 120 3.12 2 120 4.16 1 120 4.48 Means for groups in homogeneous subsets are displayed. a. Uses Harmonic Mean Sample Size = 120.000. b. Type 1/Type 2 Error Seriousness Ratio = 100. Brand 1 2 3 4 5 Vodafone Airtel Idea Reliance Tata Docomo Hitaishi Gupta, FORE School of Management, Delhi
  • 42 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Brand being perceived as a prestigious brand: H0: Brand type has no effect on: having it being perceived as a prestigious brand. H1: Brand type has an effect on: having it being perceived as a prestigious brand. ANOVA Is a prestigious brand Sum of df Mean Square F Sig. Squares Between Groups 447.740 4 111.935 130.942 .000 Within Groups 508.633 595 .855 Total 956.373 599 In this hypothesis, it is observed that the level of significance is less than 0.05. Hence, we reject the null hypothesis and confirm that Brand type has no effect on: having it being perceived as a prestigious brand. Is a prestigious brand Brand N Subset for alpha = 0.05 1 2 3 4 a,,b Waller-Duncan 4 120 2.27 5 120 3.08 3 120 3.78 1 120 4.49 2 120 4.53 Means for groups in homogeneous subsets are displayed. a. Uses Harmonic Mean Sample Size = 120.000. b. Type 1/Type 2 Error Seriousness Ratio = 100. Brand 1 2 3 4 5 Vodafone Airtel Idea Reliance Tata Docomo Hitaishi Gupta, FORE School of Management, Delhi
  • 43 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Hence we saw that Brand type has an impact on the brand Image for different brands. Airtel and Vodafone has a lot better brand image than other telecom brands. Reliance is considered to have the most poor among all the telecom brands. Recall of the logo of the brand. H0: Brand type has no effect on: the Recall of logo of the brand. H1: Brand type has an effect on: the Recall of logo of the brand. ANOVA I can quickly recall the logo of the brand Sum of df Mean Square F Sig. Squares Between Groups 746.407 4 186.602 165.848 .000 Within Groups 669.458 595 1.125 Total 1415.865 599 In this hypothesis, it is observed that the level of significance is less than 0.05. Hence, we reject the null hypothesis and confirm that Brand type has an effect on: the Recall of logo of the brand. I can quickly recall the logo of the brand Brand N Subset for alpha = 0.05 1 2 3 4 a,,b Waller-Duncan 4 120 1.53 5 120 3.13 3 120 3.87 1 120 4.51 2 120 4.53 Means for groups in homogeneous subsets are displayed. a. Uses Harmonic Mean Sample Size = 120.000. b. Type 1/Type 2 Error Seriousness Ratio = 100. Brand 1 2 3 4 5 Vodafone Airtel Idea Reliance Tata Docomo Hitaishi Gupta, FORE School of Management, Delhi
  • 44 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Recall of the Brand ambassador of the Brand: H0: Brand type has no effect on: the Recall of brand ambassador of the brand. H1: Brand type has an effect on: the Recall of brand ambassador of the brand. ANOVA I can quickly recall the brand ambassador of the brand Sum of Squares df Mean Square F Sig. Between Groups 467.177 4 116.794 110.233 .000 Within Groups 630.417 595 1.060 Total 1097.593 599 In this hypothesis, it is observed that the level of significance is less than 0.05. Hence, we reject the null hypothesis and confirm that Brand type has an effect on: the Recall of brand ambassador of the brand. I can quickly recall the brand ambassador of the brand Brand N Subset for alpha = 0.05 1 2 3 4 a,,b Waller-Duncan 4 120 2.18 5 120 3.07 3 120 3.80 1 120 4.46 2 120 4.51 Means for groups in homogeneous subsets are displayed. a. Uses Harmonic Mean Sample Size = 120.000. b. Type 1/Type 2 Error Seriousness Ratio = 100. Brand 1 2 3 4 5 Vodafone Airtel Idea Reliance Tata Docomo Hitaishi Gupta, FORE School of Management, Delhi
  • 45 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Recall of the TV advertisements of the brand: H0: Brand type has no effect on: the recall of tv ads of the brand. H1: Brand type has an effect on: the recall of tv ads of the brand. ANOVA I can quickly recall its tv advertisement Sum of df Mean Square F Sig. Squares Between Groups 803.343 4 200.836 154.900 .000 Within Groups 771.450 595 1.297 Total 1574.793 599 In this hypothesis, it is observed that the level of significance is less than 0.05. Hence, we reject the null hypothesis and confirm that Brand type has an effect on: the Recall of tv ads of the brand. I can quickly recall its tv advertisement Brand N Subset for alpha = 0.05 1 2 3 a,,b Waller-Duncan 4 120 1.63 5 120 3.02 1 120 4.48 3 120 4.51 2 120 4.55 Means for groups in homogeneous subsets are displayed. a. Uses Harmonic Mean Sample Size = 120.000. b. Type 1/Type 2 Error Seriousness Ratio = 100. Brand 1 2 3 4 5 Vodafone Airtel Idea Reliance Tata Docomo Hence we found that, Brand Awareness of Vodafone and Airtelis maximum amongst all the telecom brands. Recall of Idea‟s logo, brand ambassador and tv ads is more but not at par with Vodafone and Airtel. Reliance has the least brand awareness. Hitaishi Gupta, FORE School of Management, Delhi
  • 46 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Brand-Specific Association H0: Brand type has no effect on: emotional value; and perceived quality of the brand. H1: Brand type has an effect on: emotional value; and perceived quality of the brand. Brand being perceived to have a good network: H0: Brand type has no effect on: having it being perceived to have a good network. H1: Brand type has an effect on: having it being perceived to have a good network. ANOVA Has a good Network Sum of df Mean Square F Sig. Squares Between Groups 655.543 4 163.886 158.305 .000 Within Groups 615.975 595 1.035 Total 1271.518 599 In this hypothesis, it is observed that the level of significance is less than 0.05. Hence, we reject the null hypothesis and confirm that Brand type has an effect on: having it being perceived to have a good network. Has a good Network Brand N Subset for alpha = 0.05 1 2 3 4 a,,b Waller-Duncan 4 120 1.68 5 120 2.36 3 120 3.74 2 120 3.80 1 120 4.53 Means for groups in homogeneous subsets are displayed. a. Uses Harmonic Mean Sample Size = 120.000. b. Type 1/Type 2 Error Seriousness Ratio = 100. Brand 1 2 3 4 5 Vodafone Airtel Idea Reliance Tata Docomo Hitaishi Gupta, FORE School of Management, Delhi
  • 47 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Brand with good call rates: H0: Brand type has no effect on: brand having good call rates. H1: Brand type has an effect on: brand having good call rates. ANOVA Has good Call rates Sum of df Mean Square F Sig. Squares Between Groups 566.007 4 141.502 151.545 .000 Within Groups 555.567 595 .934 Total 1121.573 599 In this hypothesis, it is observed that the level of significance is less than 0.05. Hence, we reject the null hypothesis and confirm that Brand type has an effect on: brand having good call rates. Has good Call rates Brand N Subset for alpha = 0.05 1 2 3 a,,b Waller-Duncan 2 120 2.37 1 120 2.39 3 120 3.83 5 120 4.51 4 120 4.54 Means for groups in homogeneous subsets are displayed. a. Uses Harmonic Mean Sample Size = 120.000. b. Type 1/Type 2 Error Seriousness Ratio = 100. Brand 1 2 3 4 5 Vodafone Airtel Idea Reliance Tata Docomo Reliance and Tata Docomo have good call rates than Vodafone. Hitaishi Gupta, FORE School of Management, Delhi
  • 48 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Brand with good availability H0: Brand type has no effect on: brand having good availability. H1: Brand type has an effect on: brand having good availability. ANOVA Has good availability Sum of df Mean Square F Sig. Squares Between Groups 179.207 4 44.802 47.648 .000 Within Groups 559.458 595 .940 Total 738.665 599 In this hypothesis, it is observed that the level of significance is less than 0.05. Hence, we reject the null hypothesis and confirm that Brand type has an effect on: brand having good availability. Has good availability Brand N Subset for alpha = 0.05 1 2 3 a,,b Waller-Duncan 5 120 3.03 4 120 3.75 3 120 3.80 1 120 4.48 2 120 4.52 Means for groups in homogeneous subsets are displayed. a. Uses Harmonic Mean Sample Size = 120.000. b. Type 1/Type 2 Error Seriousness Ratio = 100. Brand 1 2 3 4 5 Vodafone Airtel Idea Reliance Tata Docomo Hitaishi Gupta, FORE School of Management, Delhi
  • 49 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Brand with good services H0: Brand type has no effect on: brand having good services. H1: Brand type has an effect on: brand having good services. ANOVA Has good services Sum of df Mean Square F Sig. Squares Between Groups 200.633 4 50.158 70.855 .000 Within Groups 421.200 595 .708 Total 621.833 599 In this hypothesis, it is observed that the level of significance is less than 0.05. Hence, we reject the null hypothesis and confirm that Brand type has an effect on: brand having good services. Has good services Subset for alpha = 0.05 Brand N 1 2 3 a,,b Waller-Duncan 4 120 3.03 5 120 3.08 3 120 3.13 2 120 3.84 1 120 4.51 Means for groups in homogeneous subsets are displayed. a. Uses Harmonic Mean Sample Size = 120.000. b. Type 1/Type 2 Error Seriousness Ratio = 100. Brand 1 2 3 4 5 Vodafone Airtel Idea Reliance Tata Docomo Hitaishi Gupta, FORE School of Management, Delhi
  • 50 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Perceived Quality of Vodafone is not considered very good in terms of call rates, availability and services of Vodafone is good. Brand loved the most H0: Brand type has no effect on: brand being loved more. H1: Brand type has an effect on: brand being loved more. ANOVA Is the brand I love Sum of df Mean Square F Sig. Squares Between Groups 420.877 4 105.219 128.437 .000 Within Groups 487.442 595 .819 Total 908.318 599 In this hypothesis, it is observed that the level of significance is less than 0.05. Hence, we reject the null hypothesis and confirm that Brand type has an effect on: brand being loved more. Is the brand I love Brand N Subset for alpha = 0.05 1 2 3 a,,b Waller-Duncan 4 120 2.29 5 120 2.33 3 120 2.34 2 120 3.13 1 120 4.47 Means for groups in homogeneous subsets are displayed. a. Uses Harmonic Mean Sample Size = 120.000. b. Type 1/Type 2 Error Seriousness Ratio = 100. Brand 1 2 3 4 5 Vodafone Airtel Idea Reliance Tata Docomo Hitaishi Gupta, FORE School of Management, Delhi
  • 51 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Brand that pulls customers towards it. H0: Brand type has no effect on: brand that pulls customers towards it. H1: Brand type has an effect on: brand that pulls customers towards it. ANOVA Makes me want to use it Sum of df Mean Square F Sig. Squares Between Groups 407.673 4 101.918 115.994 .000 Within Groups 522.800 595 .879 Total 930.473 599 In this hypothesis, it is observed that the level of significance is less than 0.05. Hence, we reject the null hypothesis and confirm that Brand type has an effect on: brand that pulls customers towards it. Makes me want to use it Brand N Subset for alpha = 0.05 1 2 3 a,,b Waller-Duncan 4 120 2.28 3 120 2.38 5 120 2.39 2 120 3.12 1 120 4.46 Means for groups in homogeneous subsets are displayed. a. Uses Harmonic Mean Sample Size = 120.000. b. Type 1/Type 2 Error Seriousness Ratio = 100. Brand 1 2 3 4 5 Vodafone Airtel Idea Reliance Tata Docomo Hitaishi Gupta, FORE School of Management, Delhi
  • 52 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Brand that customers want to stay associated with: H0: Brand type has no effect on: brand that customers want to stay associated with. H1: Brand type has an effect on: brand that customers want to stay associated with. ANOVA I want to stay associated with the brand Sum of Squares df Mean Square F Sig. Between Groups 396.093 4 99.023 98.626 .000 Within Groups 597.400 595 1.004 Total 993.493 599 In this hypothesis, it is observed that the level of significance is less than 0.05. Hence, we reject the null hypothesis and confirm that Brand type has an effect on: brand that customers want to stay associated with. I want to stay associated with the brand Brand N Subset for alpha = 0.05 1 2 3 4 a,,b Waller-Duncan 4 120 2.28 5 120 3.08 2 120 3.79 3 120 4.36 1 120 4.43 Means for groups in homogeneous subsets are displayed. a. Uses Harmonic Mean Sample Size = 120.000. b. Type 1/Type 2 Error Seriousness Ratio = 100. Brand 1 2 3 4 5 Vodafone Airtel Idea Reliance Tata Docomo Hitaishi Gupta, FORE School of Management, Delhi
  • 53 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Brand Commitment H0: Brand type has no effect on: brand loyalty and purchase intention of the brand. H1: Brand type has an effect on: brand loyalty and purchase intention of the brand. Brand that customers choose over competitors: H0: Brand type has no effect on: brand that customers choose over competitors. H1: Brand type has an effect on: brand that customers over competitors. ANOVA I will Choose this brand over Competitors Sum of Squares df Mean Square F Sig. Between Groups 492.417 4 123.104 150.430 .000 Within Groups 486.917 595 .818 Total 979.333 599 In this hypothesis, it is observed that the level of significance is less than 0.05. Hence, we reject the null hypothesis and confirm that Brand type has an effect on: brand that customers over competitors. I will Choose this brand over Competitors Brand N Subset for alpha = 0.05 1 2 3 a,,b Waller-Duncan 4 120 2.16 5 120 3.00 3 120 3.07 1 120 4.43 2 120 4.51 Means for groups in homogeneous subsets are displayed. a. Uses Harmonic Mean Sample Size = 120.000. b. Type 1/Type 2 Error Seriousness Ratio = 100. Brand 1 2 3 4 5 Vodafone Airtel Idea Reliance Tata Docomo Hitaishi Gupta, FORE School of Management, Delhi
  • 54 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Brand that customers are loyal to: H0: Brand type has no effect on: brand that customers are loyal to. H1: Brand type has an effect on: brand that customers are loyal to. ANOVA I am loyal to this brand Sum of Squares df Mean Square F Sig. Between Groups 517.957 4 129.489 146.027 .000 Within Groups 527.617 595 .887 Total 1045.573 599 In this hypothesis, it is observed that the level of significance is less than 0.05. Hence, we reject the null hypothesis and confirm that Brand type has an effect on: brand that customers are loyal to. I am loyal to this brand Brand N Subset for alpha = 0.05 1 2 3 a,,b Waller-Duncan 4 120 2.23 5 120 2.30 3 120 2.31 2 120 3.88 1 120 4.41 Means for groups in homogeneous subsets are displayed. a. Uses Harmonic Mean Sample Size = 120.000. b. Type 1/Type 2 Error Seriousness Ratio = 100. Brand 1 2 3 4 5 Vodafone Airtel Idea Reliance Tata Docomo People are more loyal to Vodafone than Airtel and choose both Vodafone and Airtel over competitors. Hitaishi Gupta, FORE School of Management, Delhi
  • 55 Brand analysis and evaluation of Vodafone India Pvt. Ltd. This study examines whether brand type has effects on Indian consumers‟responses to the three components of brand analysis:(1) general brand impressions, (2) brandspecificassociations, and (3) brand commitment. Hitaishi Gupta, FORE School of Management, Delhi
  • 56 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Conclusion: As per the brand analysis model we analyzed the brands on three components. Construct Component Item in Vodafone Airtel Idea Reliance Tata questionnaire Docomo General Brand Brand Image Has a good 4.48 4.16 3.12 1.77 2.47 Impression reputation Is a prestigious 4.49 4.53 3.78 2.27 3.08 brand Brand I can quickly recall 4.51 4.53 3.87 1.53 3.13 Awareness the logo of the brand I can quickly recall 4.5 4.48 3.8 2.18 3.07 the brand ambassador of the brand I can quickly recall 4.55 4.47 4.51 1.63 3.02 the tv ads of the brand Brand Specific Perceived Has a good 4.53 3.80 3.74 1.68 2.36 Association Quality network Has good call rates 2.39 2.37 3.83 4.54 4.51 Has good 4.48 4.52 3.8 3.75 3.03 availability Has good services 4.51 3.84 3.13 3.03 3.08 Emotional Is the brand I love 4.47 3.13 2.34 2.29 2.33 Values Makes me want to 4.46 3.12 2.38 2.28 2.39 use it I want to stay 4.43 3.79 4.36 2.28 3.08 associated with the brand Brand Brand I am loyal to the 4.41 3.88 2.31 2.23 2.3 Commitment Loyalty brand I will choose the 4.43 4.51 3.07 2.16 3 brand over competitors Hitaishi Gupta, FORE School of Management, Delhi
  • 57 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Hence we can see that despite Vodafone being a UK brand, it has scores good on a brand analysis framework. It is considered to be at par with the number one telecom brand in India- Airtel, despite having a less market share. And despite it being a foreign brand, 45% of people feel that Vodafone understands Indian Customers the most. Airtel 28% Vodafone 45% Idea 9% Reliance Tata 13% Docomo 5% Other Key Findings: 1. 70% of the total sample chose Vodafone as its favorite telecom brand. 2. 54.3 % of the sample who had Airtel as their mobile service provider, chose Vodafone as their favorite telecom brand. 3. 83.3% of the sample who had Idea as their mobile service provider, chose Vodafone as their favorite telecom brand. 4. 50% of the sample who had Reliance as their mobile service provider, chose Vodafone as their favorite telecom brand. It can be seen from here that Vodafone has good Brand equity and people like Vodafone as a brand but still they have different mobile service provider. 1. 75% of the females in the sample have Vodafone as their favorite telecom operator. 2. 66.7% of the males in the sample have Vodafone as their favorite telecom operator. Be it males or females, both love Vodafone as a brand and choose it over their own mobile service provider. Hitaishi Gupta, FORE School of Management, Delhi
  • 58 Brand analysis and evaluation of Vodafone India Pvt. Ltd. 1. 52.8% of those who have their monthly mobile bill >Rs 400 have an Airtel connection. 2. 44.4% of those who have their monthly mobile bill Rs 101-200 have a Reliance connection. 3. 67.9% of those who have their monthly mobile bill Rs 201-400 have a Vodafone connection. It was seen that cost conscious consumers who don‟t spend much on mobile phones or want to spend low, have Reliance as their mobile connection. Hitaishi Gupta, FORE School of Management, Delhi
  • 59 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Recommendations: 1. Vodafone should work on its call rates as it scores very low in comparison to its competitors on having good call rates Brand Customer Image Availability Care 5% 2% services Value SMS 3% added packs services 19% Incomin 22% g and outgoing Network Call rates 36% calls Internet 25% 50% 31% Offers 7% Factors important while choosing a mobile service provider. Factors important while using mobile. If we look at the factors that are important for the mobile users while choosing a mobile service provider and while using mobile services. Call rates form the second most important factor while choosing a mobile service provider and Incoming and outgoing calls form the most important factor while using mobile services. 2. Vodafone should focus more on getting people use value added services. As per times of India, Vodafone expects to triple data revenue in India, Jan 9, 2012, Average revenue per global system for mobile communications, or GSM, user in India declined to 100 rupees ($1.90) at the end of March 2011 from 131 rupees in 2010 earlier, according to the Telecom Regulatory Authority of India. We saw this from our study as well that the average monthly spending on mobile bill was around Rs. 101-200 Hitaishi Gupta, FORE School of Management, Delhi
  • 60 Brand analysis and evaluation of Vodafone India Pvt. Ltd. 50-100 1% >400 30% 101-200 47% 201-400 22% Hence the only way to increase revenue in the industry is either by increasing the number of mobile subscribers or by making people switch to value added services and internet to increase the per subscriber revenue. Increasing per subscriber revenue by making them shift to VAS: BhartiAirtel has introduced plans with small amounts of free data to reduce 3G "bill shock. The plan, which provides 1.25 gigabytes of free data for a month, costs 675 rupees. Still, only a quarter of the companys 7 million 3G customers are active users. Hence there is still friction in the market in terms of adopting 3G services. But from our survey we saw that people having their bill >Rs 400 were using internet as one of the main mobile services. Hence Vodafone can come up with a strategy to target this Rs>400 subscriber base with Value added services, 3G or internet. Increasing the number of subscribers: India‟s telecom industry is emerging as one of the biggest advertising spenders every year. The industry witnessed an annual growth of 27% over May 2009 in advertising expenditure (Website, IndianTelevision). Looking at the advertising spent of Airtel and Vodafone in 2009, we can see that the industry is highly competitive and brand building plays a major role in selection of a service provider. Hitaishi Gupta, FORE School of Management, Delhi
  • 61 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Airtel Vodafone 20 17 3.1 2.85 Advertising Spent 2009 (Rs billion) Increase in users (million) From this we can see that advertising spent has a direct correlation with increase in the number of subscribers. Hence Vodafone should continue to advertise and penetrate deeper into the Indian market. Vodafone should also go for Market Development for the Rural part of India. Teledensity in India is still 70%. There is 30% of the untapped market left to be tapped. It can also go for product development for the high end consumers who want value added services. 3. Vodafone, which has an average of 5 to 6 megahertz of spectrum in most zones in India, compared with the 22 megahertz it holds on average in other countries should use its global expertise and increase the spectrum in India as well. Currently Vodafone has restricted itself from 22 megahertz of spectrum in india because of the unfriendly government policies. Hence Vodafone customers complaint that, GPRS services aren‟t good on roaming. Hitaishi Gupta, FORE School of Management, Delhi
  • 62 Brand analysis and evaluation of Vodafone India Pvt. Ltd. 4. The Cellular Operators Association of India recently carried out a survey which revealed that Airtel and Vodafone gained most of the market share from the Indian Telecom sector. In this report, Idea was spotted at third place with market share of 15.88%. Change in subscriber after MNP (lakhs) Change in subscriber(lakhs) 8.24 7.11 6.5 Idea Rcom Vodafone Bharti Airtel -12 Idea gained the maximum subscribers after MNP because it made all the effort to advertise for MNP. Vodafone should also advertise on the benefits that mobile users would gain by changing their connection to Vodafone. 6. ThoughVodafone‟s innovative and uniquely creative advertising campaigns have distinctively caught the eye of the consumer and have helped the brand recall increase manifolds, they have also caused another problem. The consumers tend to remember more about the zoozoos and the pug while the basic service attributes that can be attached to a telecom operator are not really crossing the mind of the consumer when talking about the brand. In short, Vodafone‟s extremely popular mascots have dominated their basic offerings. This is one area where we would recommend them to create campaigns where the focus is more on the service attributes that they want to be known for rather than the mascots which are currently making them popular. Hitaishi Gupta, FORE School of Management, Delhi
  • 63 Brand analysis and evaluation of Vodafone India Pvt. Ltd. What connects you with Vodafone the most Express yourself Red/White Power to Colors you Happy to Help 2% 7% 12% 0% Pug/Dog 21% Zoo Zoo 58% 7. Vodafone‟s tagline of “Happy to Help” is not going down well as consumers who are not satisfied with Vodafone cite the main reason as poor customer service. Clearly Vodafone is not being able to stand up to its own promise. 8. If we look at the TRAI survey on telecom brands, then although the percentage of customers satisfied with the brand are the highest but the audit (percentage of calls answered by operator is only 96% lesser than Airtel and Idea. Our qualitative indepthinterviews with Vodafone users shows that, customers aren‟t even satisfied with Vodafone‟s IVR. They find it difficult to connect to the Customer care. DeepaliAgarwal, a Vodafone user for the past 2 years says that she is satisfied with Vodafone but is very annoyingly dissatisfied with its customer care services. She says,” I called up the Vodafone customer service and choose English as the language of communication but some hindi speaking lady picked up who spoke to me very rudely. She didn’t even direct me to the right person and didn’t know what to do with my complaint”. Hence Vodafone should work on its Customer care services.The Hitaishi Gupta, FORE School of Management, Delhi
  • 64 Brand analysis and evaluation of Vodafone India Pvt. Ltd. should incorporate empathy as a service quality by training their call center employees properly. 9. On evaluating Vodafone and other brands‟ call rates, I found that Vodafone has good sms and internet plans. Infact to encourage people to use 3G their plan for the first time users start at Rs 98 for 2GB data, which is very good but their full talktime plan starts at Rs 410 where as for Airtel it starts at Rs350 with unlimited Validity. Hence Vodafone should come up with small full talktime to tap the 2/3rd rural population of India who are value conscious. 10. Since Five Indian states would stand among the 20 most populous nations in the world and Uttar Pradesh has a population which is more than the fifth largest country in the world, hence Vodafone should focus its marketing efforts to acquire users in these 5 states. Hitaishi Gupta, FORE School of Management, Delhi
  • 65 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Also the B and C circle have very low penetration which gives Vodafone a market development opportunity. Vodafone should come up with some special plans for these two circle in order to increase its reach. Hitaishi Gupta, FORE School of Management, Delhi
  • 66 Brand analysis and evaluation of Vodafone India Pvt. Ltd. LIMITATIONS • Marketing Research (MR) is not an exact science though it uses the techniques of science. Thus, the results and conclusions drawn upon are not very accurate. • The research was carried out on consumers, who are humans. Humans have a tendency to behave artificially when they know that they are being observed. Thus, the consumers and respondents upon whom the research is carried behave artificially when they are aware that their attitudes, beliefs, views, etc are being observed. • We faced time constraint during our research, as we had less number of days for the completion of the research. • Money constraints: We haven‟t had the proficiency to carry wide surveys for collecting primary data, and hence were not also able to hire specialized market experts and research agencies to collect primary data. Thus, we had to go for obtaining secondary data that is cheaper to obtain. • Sample size: Due to time constraint, we had to go for snowball sampling. • The research was conducted in open marketplace where numerous variables act on research settings. Hitaishi Gupta, FORE School of Management, Delhi
  • 67 Brand analysis and evaluation of Vodafone India Pvt. Ltd. BIBLIOGRAPHY 1. Lee, M.Y., Knight D., Kim Y.K. (2008). Brand analysis of a U.S. global brand in comparison with domestic brands. Journal of Product & Brand Management. 2. Bhardwaj, V., Kumar, A. and Kim, Y.K. (2010). Brand Analyses of U.S. Global and Local Brands in India: The Case of Levis. Journal of Global Marketing. 3. Kotler, P., Keller, K., Lane, Koshy, A., Jha, M. (2009), Marketing Management (13e), Prentice Hall, Delhi. 4. Vodafone expects to triple data revenue in India, The Times of India, Jan 9, 2012. Accessed on 19 January 2012. 5. Rajpurohit, R.C.S. and Dr. Vasita, M.L (2011), Consumer Preferences and Satisfaction towards various mobile phone services providers. 6. Sathish M (Feb. 2011), A Study on Consumer Switching Behaviour in Cellular Service Provider: A Study with reference to Chennai. 7. Service Provider wise Wireless Market Share (CMS) October 2011, http://www.indiatelecomonline.com/service-provider-wise-wireless-market-share-october- 2011/, accessed on 10 January 2012. 8. Vodafone Annual report2011, http://www.vodafone.com/content/annualreport/annual_report11/index.html, accessed on 9 January 2012. 9. Snapshot: India Telecom Market, http://www.telecomcircle.com/2009/06/india-telecom/, accessed on 9 January 2012. 10. Research Indian Telecom Industry, http://www.equitymaster.com/research-it/sector- info/telecom/, accessed on 9 January 2012. Hitaishi Gupta, FORE School of Management, Delhi
  • 68 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Annexure Questionnaire: Hitaishi Gupta, FORE School of Management, Delhi
  • 69 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Hitaishi Gupta, FORE School of Management, Delhi
  • 70 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Construct Component Item in Questionnaire General Brand Impression Brand Awareness I can recognize the brand among competing brands I can quickly recall the logo of the brand I can quickly recall the brand ambassador of the brand I can quickly recall its tv advertisement Brand Image Has a good reputation Is a prestigious brand Brand Specific Association Perceived Quality Has a good Network Has good Call rates Has good availability Has good services Emotional values Is the brand I love Makes me want to use it I want to stay associated with the brand Gives me pleasure I will Choose this brand over Competitors Brand Commitment Brand Loyalty I am loyal to this brand I will Choose this brand over Competitors To analyze each component of the brand analysis framework, subsequent questions have been developed as shown in column 3 of the above table. Hitaishi Gupta, FORE School of Management, Delhi
  • 71 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Hitaishi Gupta, FORE School of Management, Delhi
  • 72 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Hitaishi Gupta, FORE School of Management, Delhi
  • 73 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Hitaishi Gupta, FORE School of Management, Delhi
  • 74 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Hitaishi Gupta, FORE School of Management, Delhi
  • 75 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Hitaishi Gupta, FORE School of Management, Delhi
  • 76 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Hitaishi Gupta, FORE School of Management, Delhi