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Hitaishi Gupta, FORE School of Management, Delhi

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. India's 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: Indias Wireless Subscriber base

The country was divided into 23 circles when the

mobile phones were introduced in the country.

Separate licenses were given out for each of the

circles in 1994. The circles were classified as

Metros, A, B or C depending upon the revenue

potential for the circle with Metros & A circles

expected to have the highest potential.

Circles Number in millions

Metros 4 114

A circles 5 288

B circles 8 335.5

C circles 6 115


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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.

Mobile Penetration in the world (%):

Europe, 19

US/Canada,

6

India, 15

China, 16

Other Asia

pacific, 18

Africa, 10

Others, 16

130

103

6965

58

0

20

40

60

80

100

120

140

Europe US/Canada India China Africa


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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

has a 88% share of subscribers and

now even Reliance and Tata have

launched nation-wide GSM services.

Apart from the current players, there

are several new players like Aircel,

Unitech-Telenor, Shyam-Siestema,

Etisalat that have got the license and

spectrum to launch mobile services

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%.

Reliance,

16.81%

Vodafone,

16.56%

Idea,

11.55%BSNL,

10.91%

Tata,

9.97%

Aircel,

6.84%

Uninor,

3.67%

Bharti,

19.70%

Others,

3.90%


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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

of suppliers

Improved competitive scenario and commoditization of telecom services

has led to reduced bargaining power for services providers.

Bargaining power

of customers

A wide variety of choices available to customers both in fixed as well as

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 its 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 markethas 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.


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Vodafones 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 (%):

Vodafone Revenue by Market (%):

Germany, 17

Italy, 12

Spain, 11

UK, 11India, 8

Vodacom, 12

Others, 29

India, 36

Vodacom

, 12

Germany, 10

Egypt, 9

Italy, 6

UK, 5

Spain, 5

Others, 17


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India contributes 8% to the total Vodafones revenue possibly because of the low price war in

Indian telecom industry.

Mobile Service revenue market share(%):

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 Bharti Airtel, 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 Ka Shing 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

3437

32

25

19

53

0

10

20

30

40

50

60

Germany Italy Spain UK India South Africa


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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 country's 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

Vodafones 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 Essar


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earmarking 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 Hutchs animated boy and girl, introducing the new

brands 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 worlds 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,


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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.


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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 stratas would start owning a mobile phon e 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


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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

Marketing Mix

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

MTNL

BSNL RelianceAirtel

Vodafone

Tata

AircelIdea

LoopUnitech Videocon

MTS

High onesteem

Low onesteem

Hig

h on

serv

ice

Low

on

PERCEPTUAL MAP


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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


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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


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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.

EventsVodafone 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 andpromotion related information

on these sites.


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SWOT Analysis

Strengths

Strong brand name

Wide distribution network

Financially stable

Strong brand connect with the customer

Strong customer base

Weaknesses

An international brand name may mean

that Indians may view it as a foreign brand

Low margins to distributors and retailers

Servicing of client needs.

Opportunities

Untapped rural market

Introduction of newer technologies

Value added services market

Business markets

Threats

A number of competitors entering the

telecom space

Mobile number portability

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 brands communication and helpincrease 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:


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1. MemorableThese 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. AdaptableThey 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 companys 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


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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 consumers 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 ishttp://www.vodafone.comand the link to the

Indian website is http://www.vodafone.in. These are registered domain names so protection istaken 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.
http://www.vodafone.com/http://www.vodafone.com/http://www.vodafone.com/http://www.vodafone.in/http://www.vodafone.in/http://www.vodafone.in/http://www.vodafone.com/


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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 awarenessabout 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 Vodafones

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. Vodafones current slogans in the 2010advertising campaign is Isnt 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 theirservices 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.


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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. Vodafones 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 likeAbhishek Bachchan and Hrithik Roshan 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:


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1. Television advertising is 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 small panwari 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. RadioOn 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 consumers attention but also make and maintain the brands 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.


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Literature Review:

Debnath (2008), in his study, he explained that the prime focus of the service providers is to

create a loyal customer base by benchmarking their performances and retaining existing

customers in order to benefit from their loyalty. With the commencement of the economic

liberalization in 1991, and with a view to expand and improve telecom infrastructure through the

participation of the private sector, the Government of India permitted foreign companies holding

51 percent equity stake in joint ventures to manufacture telecom equipment in India. The Indian

Government has announced a new policy, which allows private firms to provide basic telephone

services. There had been a monopoly of the state-owned department of telecommunications.

However, several companies are expected to benefit from the policy change.

Kalavani (2006) in their study analyzed that majority of the respondents have given favorable

opinion towards the services but some problems exist that deserve the attention of the service

providers. They need to bridge the gap between the services promised and services offered. The

overall customers attitude towards cell phone services is that they are satisfied with the existing

services but still they want more services to be provided. Kumar (2008), in their study titled

Customer Satisfaction and Discontentment vis--vis BSNL Landline Service: A Study analyzed

that at present, services marketing plays a major role in the national economy. In the servicesector, telecom industry is the most active and attractive. Though the telecom industry is growing

rapidly, India's telecom density is less than the world's average telecom density as most of India's

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 business

and survive in the market.

Seth et al (2008), in their study titled Managing the Customer Perceived Service Quality for

Cellular Mobile Telephone: an Empirical Investigation analyzed that there is relative

importance of service quality attributes and showed that responsiveness is the most importance

dimension followed by reliability, customer perceived network quality, assurance, convenience,

empathy and tangibles. This would enable the service providers to focus their resources in the


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areas of importance. The research resulted in the development of a reliable and valid instrument

for assessing customer perceived service quality for cellular mobile services.

Fernandez (2007) in their study titled Understanding Dynamics in an Evolving Industry: Case of

Mobile VAS in India analyzed that Mobile Value Added Services (VAS) is a rising star in the

fast growing wireless business. In the paper, attempt is made at understanding the strategic

dynamics of the evolving environment within which the Indian players are operating, the

challenges and structure of the same. Our literature and industry review indicates that - while the

value chain of industry is complicated yet one can observe the bipolar nature of bargaining

powers between mobile network operators and content aggregators.

Kalpana and Chinnadurai (2006) in their study titled Promotional Strategies of Cellular Services:

A Customer Perspective analyzed that the increasing competition and changing taste and

preferences of the customers all over the world are forcing companies to change their targeting

strategies. The study revealed the customer attitude and their satisfaction towards the cellular

services in Coimbatore city. It was found that advertisement play a dominant role in influencing

the customers but most of the customers are of opinion that promotional strategies of cellular

companies are more sale oriented rather than customer oriented.


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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 topof 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 (OCass & 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.


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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 important role in consumers decision-makingprocess. Specifically, Keller (1993) provided a conceptual framework for creating general brand

impressions with two dimensions: brand awareness and brand image.Brand awareness is

defined as the brand knowledge involving recognition of the brand name at the rudimentary level

(Hoyer&Brown, 1990).Nagashima (1970, 1977) argued that consumers form opinions about a

brand mainly through the familiarity or awareness of that brand. In this context, Rossiter and


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Percy (1987) related brand awareness to (a) the consumers ability to trace a brand in different

conditions and (b) the likelihood that a brand will easily come to consumers mind. Similarly,

increase in brand awareness raises the likelihood that the brand will be considered more

frequently while purchase is made (Baker et al., 1986). Brand image is the perception of the

product by the consumer. Brand image links features or characteristics of a particular brand to

consumers memory and builds ageneral brand impression. Consumers ability to recognize a

brand increases with frequent advertising (Keller, 1993) and celebrity endorsements (Rossiter &

Percy, 1987). It is evident that brand awareness and brand image influence the formation and

strength of general brand impressions.

Brand-Specific Association

General Brand-specific association has been linked to the feature, attribute, or

characteristic that makes consumers more associated with a brand and makes it distinct from

other brands (Dillion et al., 2001). As proposed by Lee et al. (2008), perceived quality and

emotional value are the two major dimensions of brand-specific association as they form critical

factors in product perception. Emotional value is defined as the value that relates individuals to

their feelings or affective states (Sheth, Newman, & Gross, 1991) or the benefit derived from the

sense of pleasure through either the purchase or consumption of a brand (Sweeney & Soutar,

2001). As Holbrook (1986) contended, consumers experience certain emotions (i.e., enjoyment

or pleasure) offered by different products and brands. Studies on developing countries have

illustrated that consumption of products from western countries acts as a symbol of status and

prestige, and hence enhances consumers emotional feelings (Bhat & Reddy, 1998; Kinra, 2006).

Perceived quality has been defined as a consumers appraisal or subjective evaluation of the

overall excellence or superiority of the products (Zeithaml, 1988). In sum, consumers may

purchase a particular brand when they perceive that the brand offers high quality and emotional

satisfaction to them.Brand Commitment

Brand commitment has been defined as an enduring desire to maintain a valued

relationship with a brand (Moorman et al., 1992) and can be classified into brand loyalty and

purchase intentions. Brand loyalty has been identified as an important strategy for retailers to


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obtain a competitive advantage in the market (Sirdeshmukh, Singh, & Sabol, 2002). Consumers

become loyal 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 because of 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 developed countries 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


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(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 (Batra


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et 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.


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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


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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 stronglyagree (5). The scales

were drawn from scales that have previously been validated in the literature.

Construct Component Item in QuestionnaireGeneral Brand Impression Brand Awareness I can recognize the brand among

competing brandsI can quickly recall the logo of the brandI can quickly recall the brand ambassadorof the brandI can quickly recall its tv advertisement

Brand Image Has a good reputationIs a prestigious brand

Brand Specific Association Perceived Quality Has a good NetworkHas good Call ratesHas good availabilityHas good services

Emotional values Is the brand I loveMakes me want to use itI want to stay associated with the brandGives me pleasureI will Choose this brand overCompetitors

Brand Commitment Brand Loyalty I am loyal to this brandI will Choose this brand overCompetitors


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Findings:Gender Number

Female 48

Male 72

Age(in years) Total Number

40 10

Female

40%

Male

60%

40

8%


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Yearly FamilyIncome

Number

>300000 25

300000-600000 8

600001-1000000 53

>1000000 34

Monthly Spendingon mobile phone

bill

Number

50-100 1

101-200 56

201-400 27

>400 36

>300000

21%300000-

600000

7%

600001-

100000044%

>1000000

28%

50-100

1%

101-200

47%

201-40022%

>400

30%


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FavouriteTelecomProvider

Number

Airtel 34

Vodafone 70

Reliance 6

Idea 10

Who Influencesyour purchase

decision

Number

Advertisements 49

Family 5

Friends 63

Colleagues 2Dealers 1

Airtel

28%

Vodafone59%

Reliance

5%Idea

8%

Advertisem

ents

41%

Family

4%

Friends52%

Colleagues

2%

Dealers

1%


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Which of the followingbrands understands Indian

consumers better?

Number

Airtel 34

Idea 10

Reliance 16

Tata Docomo 6Vodafone 54

Factors important while using mobile.

Airtel

28%

Idea9%

Reliance

13%

Tata

Docomo

Vodafone

45%

Incoming and

outgoing calls

50%

Internet

31%

SMS packs

19%


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Factors important while choosing a mobile service provider.

Brand Image

5%

Customer

Care services

3%

Availability

2%

Network

36%

Offers

7%

Call rates

25%

Value added

services

22%


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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

Service Provider

from the following?

Aircel Count 1 0 1 2

% within Choose your Mobile Service

Provider from the following?

50.0% .0% 50.0% 100.0%

Airtel Count 15 1 19 35



42.9% 2.9% 54.3% 100.0%

Idea Count 1 1 10 12



8.3% 8.3% 83.3% 100.0%

Reliance Count 6 0 6 12



50.0% .0% 50.0% 100.0%

Vodafone Count 11 0 48 59



18.6% .0% 81.4% 100.0%

Total Count 34 2 84 120



28.3% 1.7% 70.0% 100.0%

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)

Pearson Chi-Square 16.715a

8 .033

Likelihood Ratio 16.557 8 .035

N of Valid Cases 120


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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


4. 50% of the sample who had Reliance as their mobile service provider, chose Vodafone as



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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 and favorite telecom service provider

Gender * Which is your favorite Telecom Brand? Cross tabulation

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)

Pearson Chi-Square 1.933a 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.


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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

following?

Total

Aircel Airtel Idea Reliance Vodafon

e

Monthly Spending

on mobile phone

bill

>400 Count 0 19 0 0 17 36

% within Monthly Spending

on mobile phone bill

.0% 52.8% .0% .0% 47.2% 100.0%

101-200 Count 0 2 9 12 4 27



.0% 7.4% 33.3% 44.4% 14.8% 100.0%

201-400 Count 2 13 3 0 38 56



3.6% 23.2% 5.4% .0% 67.9% 100.0%

50-100 Count 0 1 0 0 0 1



.0% 100.0% .0% .0% .0% 100.0%

Total Count 2 35 12 12 59 120



1.7% 29.2% 10.0% 10.0% 49.2% 100.0%


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Chi-Square Tests

Value df Asymp. Sig. (2-

sided)

Pearson Chi-Square 87.869a

12 .000

Likelihood Ratio 83.876 12 .000N 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.


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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

Squares

df Mean Square F Sig.

Between Groups 617.177 4 154.294 145.349 .000

Within Groups 631.617 595 1.062

Total 1248.793 599


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

Waller-Duncana,,b

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


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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

Squares


Between Groups 447.740 4 111.935 130.942 .000

Within Groups 508.633 595 .855

Total 956.373 599


the null hypothesis and confirm that Brand type has no effect on: having it being perceived as a

prestigious brand.

Is a prestigious brand


1 2 3 4

Waller-Duncana,,b

4 120 2.27

5 120 3.08

3 120 3.78

1 120 4.49

2 120 4.53




Brand 1 2 3 4 5



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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

Squares


Between Groups 746.407 4 186.602 165.848 .000

Within Groups 669.458 595 1.125

Total 1415.865 599


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


1 2 3 4

Waller-Duncana,,b

4 120 1.53

5 120 3.13

3 120 3.87

1 120 4.51

2 120 4.53




Brand 1 2 3 4 5



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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


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


1 2 3 4

Waller-Duncana,,b

4 120 2.18

5 120 3.07

3 120 3.80

1 120 4.46

2 120 4.51




Brand 1 2 3 4 5



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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

Squares


Between Groups 803.343 4 200.836 154.900 .000

Within Groups 771.450 595 1.297

Total 1574.793 599


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


1 2 3

Waller-Duncana,,b

4 120 1.63

5 120 3.02

1 120 4.48

3 120 4.51

2 120 4.55




Brand 1 2 3 4 5


Hence we found that, Brand Awareness of Vodafone and Airtel is maximum amongst all the

telecom brands. Recall of Ideas logo, brand ambassador and tv ads is more but not at par with

Vodafone and Airtel. Reliance has the least brand awareness.


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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

Squares


Between Groups 655.543 4 163.886 158.305 .000

Within Groups 615.975 595 1.035Total 1271.518 599


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


1 2 3 4

Waller-Duncana,,b 4 120 1.68

5 120 2.36

3 120 3.74

2 120 3.80

1 120 4.53




Brand 1 2 3 4 5



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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

Squares


Between Groups 566.007 4 141.502 151.545 .000


Total 1121.573 599


the null hypothesis and confirm that Brand type has an effect on: brand having good call rates.

Has good Call rates


1 2 3

Waller-Duncana,,b

2 120 2.37

1 120 2.39

3 120 3.83

5 120 4.51

4 120 4.54




Brand 1 2 3 4 5


Reliance and Tata Docomo have good call rates than Vodafone.


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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

Squares


Between Groups 179.207 4 44.802 47.648 .000


Total 738.665 599


the null hypothesis and confirm that Brand type has an effect on: brand having good availability.

Has good availability


1 2 3

Waller-Duncana,,b

5 120 3.03

4 120 3.75

3 120 3.80

1 120 4.48

2 120 4.52Means for groups in homogeneous subsets are displayed.



Brand 1 2 3 4 5



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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

Squares


Between Groups 200.633 4 50.158 70.855 .000


Total 621.833 599


the null hypothesis and confirm that Brand type has an effect on: brand having good services.

Has good services

Brand N

Subset for alpha = 0.05

1 2 3

Waller-Duncana,,b

4 120 3.03

5 120 3.08

3 120 3.13

2 120 3.84

1 120 4.51




Brand 1 2 3 4 5



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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

Squares


Between Groups 420.877 4 105.219 128.437 .000


Total 908.318 599


the null hypothesis and confirm that Brand type has an effect on: brand being loved more.

Is the brand I love


1 2 3

Waller-Duncana,,b 4 120 2.29

5 120 2.33

3 120 2.34

2 120 3.13

1 120 4.47




Brand 1 2 3 4 5



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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

Squares


Between Groups 407.673 4 101.918 115.994 .000


Total 930.473 599


the null hypothesis and confirm that Brand type has an effect on: brand that pulls customers

towards it.

Makes me want to use it


1 2 3

Waller-Duncana,,b

4 120 2.28

3 120 2.38

5 120 2.39

2 120 3.12

1 120 4.46




Brand 1 2 3 4 5



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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


Between Groups 396.093 4 99.023 98.626 .000

Within Groups 597.400 595 1.004

Total 993.493 599


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


1 2 3 4

Waller-Duncana,,b

4 120 2.28

5 120 3.08

2 120 3.79

3 120 4.36

1 120 4.43




Brand 1 2 3 4 5



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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


Between Groups 492.417 4 123.104 150.430 .000


Total 979.333 599


the null hypothesis and confirm that Brand type has an effect on: brand that customers over

competitors.

I will Choose this brand over Competitors


1 2 3

Waller-Duncana,,b

4 120 2.16

5 120 3.00

3 120 3.07

1 120 4.43

2 120 4.51




Brand 1 2 3 4 5



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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


Between Groups 517.957 4 129.489 146.027 .000


Total 1045.573 599


the null hypothesis and confirm that Brand type has an effect on: brand that customers are loyal to.

I am loyal to this brand


1 2 3

Waller-Duncana,,b

4 120 2.23

5 120 2.30

3 120 2.31

2 120 3.88

1 120 4.41




Brand 1 2 3 4 5


People are more loyal to Vodafone than Airtel and choose both Vodafone and Airtel over

competitors.


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This study examines whether brand type has effects on Indian consumers responses to

the three components of brand analysis: (1) general brand impressions, (2) brand specific

associations, and (3) brand commitment.


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Conclusion:

As per the brand analysis model we analyzed the brands on three components.

Construct Component Item inquestionnaire

Vodafone Airtel Idea Reliance TataDocomo

General BrandImpression

Brand Image Has a goodreputation

4.48 4.16 3.12 1.77 2.47

Is a prestigiousbrand

4.49 4.53 3.78 2.27 3.08

BrandAwareness

I can quickly recallthe logo of thebrand

4.51 4.53 3.87 1.53 3.13

I can quickly recallthe brandambassador of thebrand

4.5 4.48 3.8 2.18 3.07

I can quickly recallthe tv ads of thebrand

4.55 4.47 4.51 1.63 3.02

Brand SpecificAssociation

PerceivedQuality

Has a goodnetwork

4.53 3.80 3.74 1.68 2.36

Has good call rates 2.39 2.37 3.83 4.54 4.51

Has goodavailability

4.48 4.52 3.8 3.75 3.03

Has good services 4.51 3.84 3.13 3.03 3.08

EmotionalValues

Is the brand I love 4.47 3.13 2.34 2.29 2.33

Makes me want touse it

4.46 3.12 2.38 2.28 2.39

I want to stayassociated with thebrand

4.43 3.79 4.36 2.28 3.08

BrandCommitment

BrandLoyalty

I am loyal to thebrand

4.41 3.88 2.31 2.23 2.3

I will choose thebrand overcompetitors

4.43 4.51 3.07 2.16 3


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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.

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 ser

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