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I did a survey in summer \'09, this is a presentation as it\'s feedback. It has some cool animations, have look. Free to download, just don\'t misuse. Thanks.
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Mobile Service Providers
CONSUMER SURVEY
To know the brand image of various mobile service providers.
To find out communication impact in terms of: brand recall, likeability, brand ambassador.
To know about knowledge & preference for VAS.
OBJECTIVE
OBJECTIVE: ONE
To know the brand image of various mobile service providers.
To find out communication impact in terms of: brand recall, likeability, brand ambassador.
To know about knowledge & preference for VAS.
RESEARCH METHODOLOGY
Qualitative Approach
Primary Data collected through Personal Interview.
Time taken to interview one person: 10-15 minutes.
Sample size – 140.
Random sampling
Areas covered: Noida, Faridabad, West Delhi, CP.
CURRENT MOBILE SERVICE PROVIDER OF RESPONDENTS
35%
31%
16%
6%5%
4% 2% 1%
Airtel Vodafone Idea VirginTata Indicom Reliance BSNL Aircel
USAGE OF CURRENT MOBILE SERVICE PROVIDER
1 year 2 year 3 year >3 year0
10
20
30
40
50
60
No. of respondents
PERCENTAGE OF PREPAID AND POSTPAID CUSTOMER
Pre-paid 69%
Postpaid31%
Prepaid Postpaid
Step 1• proj
Reliance is also not preferred due to network issues.
Disliked most due to network problems.
BRANDS DISLIKED
People would prefer to churn to the above brands if they are not satisfied with their existing provider.
BRANDS PREFERRED WHILE CHURNING
Airtel43%
Vodafone39%
Idea11%
Others7%
Airtel
Vodafone
Idea
Others
BRAND PREFERENCE
Airtel & Vodafone are preferred because of their good network and schemes.
Airtel has an advantage of having low rates of internet usage through mobile.
Reliance is preferred by high STD usage customers.
Idea subscribers are generally unhappy because of network issues.
Tata Indicom is mainly used for low call rates within their network.
Aircel is not doing good with network otherwise its schemes and rates are lucrative.
OBJECTIVE: TWO
To know the brand image of various mobile service providers.
To find out communication impact in terms of: brand recall, likeability, brand ambassador.
To know about knowledge & preference for VAS.
MOST REMEMBERED & LIKED ADS IN THE MONTH OF MAY
0 1 2 3 4 5
5
4
3
2
1
-------------------Remembered----------------
----
----
----
----
---L
iked
----
----
----
----
Tata Indicom
Aircel
Idea Airtel
Vodafone
BSNL
In this diagram Most Liked & Remembered ads are put on the scale of 1-5.
Reliance
CLARITY OF MESSAGE
Vodafone ads are liked by all but their message couldn’t be understood by many people.
Airtel ads are well understood.
Idea’s message of unity & democracy is understood well and appreciated.
Reliance new theme and storyline is clear and good.
Tata Indicom ads message is clear but they are annoying .
Aircel ads surprisingly are not liked by most, its picturisation & lack of message clarity seems to be the loopholes.
CELEBS AS BRAND AMBASSADOR OF MOBILE SERVICE
PROVIDER
71%
26%3%
Hardly mattersNot MuchMatters lot
Deepika association with BSNL is not liked because her image is far more classy than the brand she is endorsing.
Dhoni with Aircel doesn’t goes well because he is endorsing so many ads so its tough to associate him with Aircel.
Abishek's association with Idea is liked and fits in well.
DeepikaBSNL
Deepika:Gen-X icon
BSNL: Old
MISS MATCH….??
OBJECTIVE: THREE
To know the brand image of various mobile service providers.
To find out communication impact in terms of: brand recall, likeability, brand ambassador.
To know about knowledge & preference for VAS.
AWARENESS ABOUT VAS
32%
68%
Not AwareAware
Respondents were asked if they are aware of VAS and if they use any of VAS.
Only common VAS like caller tune and GPRS could be recalled mainly.
Caller tune was among the most used VAS, GPRS by a few and M-cheque, PNR status, News & Stock updates among the rest.
Suggestion:
A shortcut key(s) in mobiles must be provided so that such services can be easily used and recalled. They must be just a click away.
Respondents were asked if they are aware of any new entrant in mobile service and followed by naming the same.
AIRCEL LAUNCH AWARENESS
Aware91%
Not Aware9%
AwareNot Aware
Respondents were asked if they would like to switch to Aircel.
AIRCEL PREFERENCE
20%
80%
YesNo
Respondents were asked if they would try if a consumer good company like Onida, Whirlpool, Videocon comes up with mobile service.
SCOPE FOR NEW ENTRANT OF A CONSUMER GOOD COMPANY
19%
81%
YesNo
Low Tariffs and good network is priority.
They must come with 3G from initial stage.
Video conferencing must be given at low rates.
Provide Home Delivery service for SIM card and various vouchers & top-ups must be given.
SUGGESTIONS FOR A NEW ENTRANT
Target their existing users of their consumer good products.
Must concentrate on telling how to use VAS rather than telling what VAS they are providing.
Provide free calls & services in initial stage like Reliance did so that people try it.
SUGGESTIONS FOR A NEW ENTRANT
