1.1Brand analysis and evaluation of Vodafone India Pvt. Ltd.IntroductionIndian Telecom Industry-OverviewIndian telecom market is currently the most attractive telecom market with a lot of interest beingshown by foreign players.Indian mobile industry is the fastest growing across the world adding15-20 million new subscribers every month. The Indian telecommunication sector in India is thethird largest sector across the globe and the second largest among the emerging economies ofAsia. Indias teledensity has improved from under4% in March 2001 to around 71% by the end ofMarch 2011. Cellular telephony has emerged asthe fastest growing segment in the Indian telecomindustry. The mobile subscriber base (GSM andCDMA combined) has grown from under 2 m atthe end of FY00 to touch 812 m at the end ofMarch 2011 (average annual growth of nearly73% during this eleven year period).Fig1: Indias Wireless Subscriber baseThe country was divided into 23 circles when the Circles Number in millionsmobile phones were introduced in the country. Metros4114Separate licenses were given out for each of thecircles in 1994. The circles were classified asA circles 5288Metros, A, B or C depending upon the revenue B circles 8335.5potential for the circle with Metros & A circles C circles 6115expected to have the highest potential. Hitaishi Gupta, FORE School of Management, Delhi

2. 2Brand 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 marketshare of 15 % , after Europe and China.Others, 16 Europe, 19Africa, 10 US/Canada, 6Other Asia India, 15pacific, 18China, 16Mobile Penetration in the world (%):140120 130100103 80 60 69 65 58 40 200 EuropeUS/Canada India China AfricaHitaishi Gupta, FORE School of Management, Delhi 3. 3Brand 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 CDMAtechnology while all the otherplayers are in the GSM space. GSMOthers, 3.9has a 88% share of subscribers and0% Reliance, 1now even Reliance and Tata have 6.81% Bharti, 19.7launched nation-wide GSM services. 0%Apart from the current players, thereUninor, 3.6Vodafone, 7%16.56%are several new players like Aircel,Aircel, 6.84Unitech-Telenor, Shyam-Siestema, %Etisalat that have got the license and Idea, 11.55Tata, 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 allthe new operators are in the lucrative GSM space. The adjoining figure gives the market sharesof the operators in India. It is a fragmented market with the biggest operator (Airtel) garneringonly 20% share.India is a predominantly prepaid market (93% of all subscribers are on prepaid) with low ARPUand high minutes of usage(MoU).The GSMARPU(Average revenue per user) is Rs 100(~ USD 2.2) per month with a usage of 349minutes per month in the quarter endingMar, 2011. Similarly, CDMA ARPU stoodat Rs 66 (~USD 1.5) with a usage of 263minutes per month. There is a widedisparity in the rural and urban teledensitywith rural teledensity at 34% vs. urban teledensity of around 157%.Hitaishi Gupta, FORE School of Management, Delhi 4. 4Brand analysis and evaluation of Vodafone India Pvt. Ltd.Key Points:SupplyIntense competition has resulted in prompt service to the subscribers.DemandGiven the low tariff environment and relatively low rural and semi urbanpenetration levels, demand will continue to remain higher in the foreseeablefuture across all the segments.Barriers to entry High capital investments, well-established players who have a nationwidenetwork, license fee, continuously evolving technology and lowest tariffs inthe world.Bargaining power Improved competitive scenario and commoditization of telecom servicesof suppliershas led to reduced bargaining power for services providers.Bargaining power A wide variety of choices available to customers both in fixed as well asof customersmobile telephony has resulted in increased bargaining power for thecustomers.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 customerpull towards the brand.Vodafone Overview:The de regulation in the Indian telecommunication markets since the beginning of the 1997 hasbrought about significant changes in the communication industry. The mobile telephone markethas changed dramatically over the past five years in the country. Mobiles have become sopopular that many people use their handset as their only phone and rarely use a land line. Thenumber of service providers has also increased many fold and the intense competition in thesector means that the consumer is benefitting from a multitude of operations. One of the majorplayers in the segment is Vodafone. Hitaishi Gupta, FORE School of Management, Delhi 5. 5Brand analysis and evaluation of Vodafone India Pvt. Ltd.Vodafones business in India has grown from 28 million customers at the time of acquisition inMay 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 over370 million mobile customers in more than 30 countries. During the FY 11 they added over 40million customers, mostly in India.Vodafone Customers by market (%): Others, 17Spain, 5India, 36 UK, 5 Italy, 6Egypt, 9 Vodacom, 12Germany, 10Vodafone Revenue by Market (%):Germany, 17Others, 29Italy, 12Vodacom, 12 Spain, 11 India, 8 UK, 11Hitaishi Gupta, FORE School of Management, Delhi 6. 6Brand analysis and evaluation of Vodafone India Pvt. Ltd.India contributes 8% to the total Vodafones revenue possibly because of the low price war inIndian telecom industry.Mobile Service revenue market share(%):60505340 3730 34322025 1910 0Germany ItalySpainUK IndiaSouth AfricaVodafone Essar, usually referred to simply as Vodafone, covers 23 telecom circles in India. Itwas formerly known as Hutchison Essar. It is based inMumbai. Vodafone Essar is the Indian subsidiary of theVodafone Group. 67% stake in the joint venture is heldby Vodafone while the Essar group holds the remaining33%. It is the second largest mobile phone operator interms of revenue behind BhartiAirtel, and third largest interms of customers. The company now has operationsacross the country with 151.52 million customers as ofOctober 2011.On February 11, 2007, Vodafone agreed to acquire the controlling interest in Hutch Essar. Theybought 67% stake in the company from Li KaShing Holdings for US$11.1 billion, pippingReliance Communications, Hinduja Group, and Essar Group, which is the owner of theremaining 33%. The whole company was valued at USD 18.8 billion. The transaction closed onMay 8, 2007. Despite the official name being Vodafone Essar, its products are simply branded as Hitaishi Gupta, FORE School of Management, Delhi 7. 7Brand analysis and evaluation of Vodafone India Pvt. Ltd.Vodafone. It offers both prepaid and postpaid GSM cellular phone coverage throughout Indiawith good presence in the metros.Vodafone Essar provides 2.75G services based on 900 MHz and 1800 MHz digital GSMtechnology, offering voice and data services in 23 of the countrys 23 license areas. It is amongthe top three GSM mobile operators of India. Vodafone India, initiated the trial run of 3Gservices in India in Feb 2011. With the event of World cup 2011, there was a TV commercialaired during Advertisement commercial break. Vodafone plans to spend up to $500 millionwithin two years on its 3G networks.The TransitionIn 2007 Hutch was the second largest GSM brand in the Indian telecom market. A leading playerin 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 thetransition to Vodafone, it was important to carry forward this equity and exceed expectations.Vodafone had to ensure that it was successful incarrying along 35 million customers, 400,000 tradepartners and 10,000 employees through the transitionand, even more importantly, to exceed expectations.The brand transition was one of the largest, fastest andthe most successful in the whole world. During thetransition 4,00,000 multi brand outlets, over 350Vodafone stores, over 1,000 mini stores, over 35 mobile stores and over 3,000 touch-points wererebranded in two months, with 60% completed within 48 hours of the launch.Marketing StrategiesVodafones new advertising campaign in India carried on with the same popular pug that hadbecome a brand ambassador for Hutch. Where ever you go, our network follows, was theprevious slogan with the pug following the child wherever he went. Now, with Hutchison Essarbecoming part of the Vodafone Group, the new campaign had started with Vodafone Hitaishi Gupta, FORE School of Management, Delhi 8. 8Brand analysis and evaluation of Vodafone India Pvt. Ltd.Essarearmarking Rs. 2.5 billion on the transition from Hutch to Vodafone. The main message ofthe brand transition exercise: The new Vodafone is the same old Hutch. In the advertisement, thepug sees a new home when it returns after an outing and feels the change is better. The new catchphrase will which was introduced was Make the most of now.A number of advertisements followed suit. O&M, the advertising agency of Vodafone launcheda rather direct, thematic ad showing the trademark pug in a garden, moving out of a pink coloredkennel which symbolized Hutch making his way into a red one that is the Vodafone color. Amore energetic, chirpier version of the You and I tune associated with Hutch was playedtowards the end, and it concluded with Change is good. Hutch is now Vodafone. O&M alsorolled out four commercials featuring Hutchs animated boy and girl, introducing the newbrands logo to consumers. The four creatives which were of five seconds each included the duopeeping over a wall to see the logo, parasailing with the logo flying high behind them, releasinga rocket bomb wherein the explosion reveals the logo and lastly, drawing curtains aside to showthe logo.Four other ads with the pug did the rounds of telly screens. These five and ten second spots castthe dog in situations where it literally, saw red, using the colour as a visual mnemonic toremember the brand by. The pug was shown in a red basket, popping up from a red cart, dryingitself on a red mat and hiding in a red blanket. Each of these made use of the Hutch is nowVodafone tagline. The print ads, in all major languages in several leading dailies, were kept verysimple: a still shot of the pug inside a red kennel. The same creative was used in outdoorhoardings as well, in all the 16 circles in which Vodafonenow operates.Vodafone made use of TV advertising to bring in theirbrand, in a big way. They had tied up with Star India to run acomplete roadblock of its fresh campaign on the entirenetwork by unveiling the 24-hour nationwide rebrandingcampaign. It was the worlds first 24 hour TV roadblock tobe done by any brand. Vodafone used all of the commercialairtime across all 13 channels in five languages (Hindi,Hitaishi Gupta, FORE School of Management, Delhi 9. 9Brand 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 theVodafone Essar brand. Considering that the Star Network was the leading network in India, itwas the most apt platform for the Vodafone launch. This strategy helped not only in achievingbuild rapid brand awareness but also to break the clutter during such an important launch in themost happening category of telecom. Commercial spots had also been purchased on Sonyentertainment television. While the campaign was heavy on television, it also included all othermedia vehicles. The print campaign kicked off on 21 September.While the brand campaign had been addressing the transformation, the company, on the otherhand was swiftly preparing for a price war in the Indian telecom space. Vodafone startedproviding 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-costhandsets from across the globe into India, Vodafone Essar distributed bundled handsets throughits 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 SonyEricsson 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 Indianmedia, 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 ofthe best brand-launches the country has ever seen. Thirty-five million customers transitionedseamlessly into brand Vodafone and within six months of launch, it became the brand of choicefor over 44 million subscribers. It was the fastest, most comprehensive and most effective launchwitnessed within the Vodafone network. Hitaishi Gupta, FORE School of Management, Delhi 10. 10Brand 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 ofsegmentation. They divide their users as consumer and business. On their website thesetwo segments are catered to by two completely different web pages. The business usersare offered company solutions, machine to machine solutions and all other end to endbusiness connectivity solutions. The consumers on the other hand are again segmented asfollowsGeographic: The company provides different plans, tariffs and offers to differentcustomers 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 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 theHitaishi Gupta, FORE School of Management, Delhi 11. 11Brand 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 MapPERCEPTUAL HigVodafoneMAP h on serv Airtel Tata BSNL Reliance iceMTNLLow onAircel High on Ideaesteem esteem LoopUnitech VideoconMTSLowonserv Marketing Mixice 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 someHitaishi Gupta, FORE School of Management, Delhi 12. 12Brand 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 theHitaishi Gupta, FORE School of Management, Delhi 13. 13Brand 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 Vodafonelays special emphasis oncreative 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 induceHitaishi Gupta, FORE School of Management, Delhi 14. 14Brand 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 brandonlineitself. 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. 15Brand analysis and evaluation of Vodafone India Pvt. Ltd. SWOT Analysis StrengthsWeaknessesStrong brand name An international brand name may meanWide distribution network that Indians may view it as a foreign brandFinancially stableLow margins to distributors and retailersStrong brand connect with the customerServicing of client needs.Strong customer base OpportunitiesThreatsUntapped rural market A number of competitors entering theIntroduction of newer technologiestelecom spaceValue added services market Mobile number portabilityBusiness marketsFear 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 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. 16Brand 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 andshould 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 beaesthetically pleasing so that the consumers like it and attach positive connotations withthese elements.4. Transferable Brand elements need to be the same for different markets andgeographies, for different product or service categories. So transferability across theseboundaries is critical.5. Adaptable They must be flexible and the company should be able to update them asand when required.6. Protectable They should be legally protected from counterfeiting and copyrightsviolation. 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 nowHitaishi Gupta, FORE School of Management, Delhi 17. 17Brand 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 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 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. 18Brand 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.Thesecond and extremely popular characterwhich 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 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 2010 advertising 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 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. 19Brand analysis and evaluation of Vodafone India Pvt. Ltd.Their previous slogans like Happy toHelp, Power to you and Whereveryou 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 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. 20Brand analysis and evaluation of Vodafone India Pvt. Ltd.1. Television advertisingis done onmost popular channels and inmajor sports events that generallyhave a long run and are repeatedall over the year.2. Newspapers/Magazineadvertisements in all majordailies, but mostly in English newspapers, business newspapers and general andeconomics magazines.3. Hoardings/Billboards on the highways and on the bus stops all over major cities acrossthe 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 UEFAChampions League in football, an event widely followed in India now. Infact accordingto a research, Vodafone along with Pepsi were found to be the most visible brands afterIPL 3 ended earlier this year.6. Radio On radio they have only run the Parrot campaign as this does not require anymajor 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.Hitaishi Gupta, FORE School of Management, Delhi 21. 21Brand 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 Customer Satisfaction and Discontentment vis--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 ofHitaishi Gupta, FORE School of Management, Delhi 22. 22Brand 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. 23Brand 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 AnalysisBrand 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.Hitaishi Gupta, FORE School of Management, Delhi 24. 24Brand 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 ImpressionGeneral 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, RossiterandHitaishi Gupta, FORE School of Management, Delhi 25. 25Brand 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 AssociationGeneral 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 consumers 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 CommitmentBrand 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 toHitaishi Gupta, FORE School of Management, Delhi 26. 26Brand 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 DevelopmentThis 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 whetherHitaishi Gupta, FORE School of Management, Delhi 27. 27Brand 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 brandsHitaishi Gupta, FORE School of Management, Delhi 28. 28Brand 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 CommitmentThis 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. 29Brand 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 studiesHitaishi Gupta, FORE School of Management, Delhi 30. 30Brand analysis and evaluation of Vodafone India Pvt. Ltd. Questionnaire FinalizationThe 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. ConstructComponentItem in Questionnaire General Brand Impression Brand AwarenessI 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 advertisementBrand ImageHas a good reputation Is a prestigious brand Brand Specific Association Perceived QualityHas a good Network Has good Call rates Has good availability Has good servicesEmotional 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 LoyaltyI am loyal to this brand I will Choose this brand over CompetitorsHitaishi Gupta, FORE School of Management, Delhi 31. 31Brand analysis and evaluation of Vodafone India Pvt. Ltd. Findings: Gender Number Female 48 Male 72 Female40%Male60% Age(in years) Total Number 40 10 >4030000025 300000-6000008 600001-100000053>1000000 34 >300000>1000000 21%28% 300000-6000007%600001-100000044% Monthly SpendingNumber on mobile phonebill50-1001 101-200 56 201-400 27 >40036 50-100 1%>40030%101-20047% 201-400 22% Hitaishi Gupta, FORE School of Management, Delhi 33. 33 Brand analysis and evaluation of Vodafone India Pvt. Ltd.FavouriteNumberTelecomProviderAirtel34Vodafone70Reliance 6Idea10Reliance5%Idea 8% Airtel28%Vodafone59% Who InfluencesNumber your purchasedecision Advertisements 49 Family5Friends 63 Colleagues2Dealers1Colleagues Dealers2% 1%Advertisem ents Friends 41%52% Family 4% Hitaishi Gupta, FORE School of Management, Delhi 34. 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% Idea9%RelianceTata13% Docomo 5% Factors important while using mobile.SMS packs19%Incoming andoutgoing calls50% Internet 31% Hitaishi Gupta, FORE School of Management, Delhi 35. 35 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Factors important while choosing a mobile service provider.Brand Image Customer5% Care servicesAvailability3%2% Value added services 22% NetworkCall rates 36%25% Offers7% Hitaishi Gupta, FORE School of Management, Delhi 36. 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? CrosstabulationWhich is your favourite Telecom Brand?TotalAirtelIdea Vodafone Choose your Mobile Aircel Count1012 Service Provider% within Choose your Mobile Service 50.0% .0% 50.0%100.0% from the following? Provider from the following?Airtel Count 1511935 % within Choose your Mobile Service 42.9% 2.9%54.3%100.0% Provider from the following?Idea Count111012 % within Choose your Mobile Service8.3% 8.3%83.3%100.0% Provider from the following?Reliance Count606 12 % within Choose your Mobile Service 50.0% .0% 50.0%100.0% Provider from the following?Vodafone Count 1104859 % within Choose your Mobile Service 18.6% .0% 81.4%100.0% Provider from the following? Total Count 34284 120 % within Choose your Mobile Service 28.3% 1.7%70.0%100.0% Provider from the following?Chi-Square TestsAsymp. Sig. (2- Value df sided)a Pearson Chi-Square16.715 8.033 Likelihood Ratio16.557 8.035 N of Valid Cases 120 Hitaishi Gupta, FORE School of Management, Delhi 37. 37Brand 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. 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 IdeaVodafone GenderFemale Count 120 36 48% within Gender25.0% .0%75.0%100.0% Male Count 222 48 72% within Gender30.6% 2.8% 66.7%100.0% TotalCount 342 84 120% within Gender28.3% 1.7% 70.0%100.0% Chi-Square TestsValue dfAsymp. Sig. (2- sided)a Pearson Chi-Square 1.9332.380 Likelihood Ratio 2.6452.266 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. 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? CrosstabulationChoose your Mobile Service Provider from the Total following? Aircel Airtel Idea Reliance Vodafon e Monthly Spending >400 Count019 0 0 17 36 on mobile phone % within Monthly Spending.0% 52.8%.0%.0%47.2% 100.0% billon mobile phone bill101-200Count029124 27 % within Monthly Spending.0% 7.4% 33.3%44.4%14.8% 100.0% on mobile phone bill201-400Count213 3 0 38 56 % within Monthly Spending 3.6% 23.2% 5.4%.0%67.9% 100.0% on mobile phone bill50-100 Count010 00 1 % within Monthly Spending.0% 100.0% .0%.0%.0% 100.0% on mobile phone bill Total Count2351212 59120 % within Monthly Spending 1.7% 29.2%10.0%10.0%49.2% 100.0% on mobile phone billHitaishi Gupta, FORE School of Management, Delhi 40. 40Brand analysis and evaluation of Vodafone India Pvt. Ltd.Chi-Square TestsValue dfAsymp. Sig. (2-sided) a Pearson Chi-Square 87.869 12.000 Likelihood Ratio83.87612.000 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. 41Brand 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 reputationSum of df Mean Square FSig.Squares Between Groups 617.1774 154.294145.349.000 Within Groups631.617 5951.062 Total1248.793599 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 reputationBrandN Subset for alpha = 0.0512 34 a,,b Waller-Duncan41201.775120 2.473120 3.122120 4.161120 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. Brand1 234 5VodafoneAirtel Idea RelianceTata DocomoHitaishi Gupta, FORE School of Management, Delhi 42. 42Brand 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 brandSum of df Mean Square FSig.Squares Between Groups 447.7404 111.935130.942.000 Within Groups508.633 595.855 Total956.373 599 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 brandBrandN Subset for alpha = 0.0512 34 a,,b Waller-Duncan41202.275120 3.083120 3.781120 4.492120 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. Brand1 234 5VodafoneAirtel Idea RelianceTata DocomoHitaishi Gupta, FORE School of Management, Delhi 43. 43Brand 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 brandSum ofdf Mean Square FSig.Squares Between Groups 746.407 4 186.602165.848.000 Within Groups669.4585951.125 Total1415.865 599 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 brandBrand N Subset for alpha = 0.05 12 34 a,,b Waller-Duncan4 1201.535 120 3.133 120 3.871 120 4.512 120 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. Brand1234 5Vodafone Airtel Idea RelianceTata Docomo Hitaishi Gupta, FORE School of Management, Delhi 44. 44Brand 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 brandSum of SquaresdfMean SquareFSig. Between Groups467.177 4116.794110.233.000 Within Groups 630.417 595 1.060 Total1097.593 599 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 brandBrandN Subset for alpha = 0.05 123 4 a,,b Waller-Duncan4120 2.1851203.073120 3.8011204.4621204.51 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. Brand1234 5Vodafone Airtel Idea RelianceTata DocomoHitaishi Gupta, FORE School of Management, Delhi 45. 45Brand 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 advertisementSum ofdf Mean Square F Sig.Squares Between Groups 803.343 4200.836 154.900 .000 Within Groups771.4505951.297 Total1574.793 599 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 advertisementBrand NSubset for alpha = 0.05 123 a,,b Waller-Duncan4 1201.635 120 3.021 1204.483 1204.512 1204.55 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. Brand123 4 5Vodafone Airtel IdeaRelianceTata Docomo Hence we found that, Brand Awareness of Vodafone and Airtelis 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.Hitaishi Gupta, FORE School of Management, Delhi 46. 46Brand 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 NetworkSum ofdf Mean Square FSig.Squares Between Groups 655.543 4 163.886158.305.000 Within Groups615.9755951.035 Total1271.518 599 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 NetworkBrand N Subset for alpha = 0.05 12 34 a,,b Waller-Duncan4 1201.685 120 2.363 120 3.742 120 3.801 120 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. Brand1234 5Vodafone Airtel Idea RelianceTata Docomo Hitaishi Gupta, FORE School of Management, Delhi 47. 47Brand 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 ratesSum ofdf Mean Square F Sig.Squares Between Groups 566.007 4141.502 151.545 .000 Within Groups555.567595.934 Total1121.573 599 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 ratesBrand NSubset for alpha = 0.05 123 a,,b Waller-Duncan2 1202.371 1202.393 120 3.835 1204.514 1204.54 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. Brand123 4 5Vodafone Airtel IdeaRelianceTata Docomo Reliance and Tata Docomo have good call rates than Vodafone.Hitaishi Gupta, FORE School of Management, Delhi 48. 48Brand analysis and evaluation of Vodafone India Pvt. Ltd. Brand with good availabilityH0: Brand type has no effect on: brand having good availability.H1: Brand type has an effect on: brand having good availability.ANOVA Has good availabilitySum ofdf Mean Square F Sig.Squares Between Groups 179.207 4 44.802 47.648.000 Within Groups559.458595.940 Total738.665599 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 availabilityBrand NSubset for alpha = 0.05 123 a,,b Waller-Duncan5 1203.034 120 3.753 120 3.801 1204.482 1204.52 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. Brand123 4 5Vodafone Airtel IdeaRelianceTata DocomoHitaishi Gupta, FORE School of Management, Delhi 49. 49Brand 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 servicesSum of dfMean SquareFSig.Squares Between Groups200.633 450.15870.855.000 Within Groups 421.200595.708 Total 621.833599 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 servicesSubset for alpha = 0.05BrandN123 a,,b Waller-Duncan41203.0351203.0831203.132120 3.8411204.51 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. Brand12 3 4 5Vodafone AirtelIdeaRelianceTata DocomoHitaishi Gupta, FORE School of Management, Delhi 50. 50Brand 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 mostH0: 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 loveSum ofdf Mean Square F Sig.Squares Between Groups 420.877 4105.219 128.437 .000 Within Groups487.442595.819 Total908.318599 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 loveBrand NSubset for alpha = 0.05 123 a,,b Waller-Duncan4 1202.295 1202.333 1202.342 120 3.131 1204.47 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. Brand123 4 5Vodafone Airtel IdeaRelianceTata DocomoHitaishi Gupta, FORE School of Management, Delhi 51. 51Brand 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 itSum ofdf Mean Square F Sig.Squares Between Groups 407.673 4101.918 115.994 .000 Within Groups522.800595.879 Total930.473599 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 itBrand NSubset for alpha = 0.05 123 a,,b Waller-Duncan4 1202.283 1202.385 1202.392 120 3.121 1204.46 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. Brand123 4 5Vodafone Airtel IdeaRelianceTata DocomoHitaishi Gupta, FORE School of Management, Delhi 52. 52Brand 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 brandSum of SquaresdfMean SquareFSig. Between Groups396.093 499.023 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 brandBrand NSubset for alpha = 0.05 123 4 a,,b Waller-Duncan4 1202.285 120 3.082 1203.793 120 4.361 120 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. Brand1234 5Vodafone Airtel Idea RelianceTata DocomoHitaishi Gupta, FORE School of Management, Delhi 53. 53Brand 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 CompetitorsSum of Squares df Mean Square FSig. Between Groups 492.417 4123.104150.430.000 Within Groups486.917 595.818 Total979.333 599 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 CompetitorsBrand N Subset for alpha = 0.05123 a,,b Waller-Duncan4 120 2.165 1203.003 1203.071 120 4.432 120 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. Brand1 234 5VodafoneAirtel Idea RelianceTata Docomo Hitaishi Gupta, FORE School of Management, Delhi 54. 54Brand 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 brandSum of Squaresdf Mean Square FSig. Between Groups517.957 4129.489146.027.000 Within Groups 527.617 595.887 Total1045.573 599 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 brandBrandN Subset for alpha = 0.05 123 a,,b Waller-Duncan4120 2.235120 2.303120 2.3121203.881120 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. Brand1234 5Vodafone Airtel Idea RelianceTata 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. 55Brand analysis and evaluation of Vodafone India Pvt. Ltd. This study examines whether brand type has effects on Indian consumersresponses 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. 56Brand analysis and evaluation of Vodafone India Pvt. Ltd. Conclusion: As per the brand analysis model we analyzed the brands on three components. ConstructComponent Item inVodafone Airtel Idea Reliance TataquestionnaireDocomo General BrandBrand Image Has a good 4.48 4.16 3.12 1.77 2.47 Impression reputationIs a prestigious 4.49 4.53 3.78 2.27 3.08brandBrand I can quickly recall 4.51 4.53 3.87 1.53 3.13Awareness the logo of thebrandI can quickly recall 4.54.48 3.82.18 3.07the brandambassador of thebrandI can quickly recall 4.55 4.47 4.51 1.63 3.02the tv ads of thebrand Brand Specific Perceived Has a good 4.53 3.80 3.74 1.68 2.36 AssociationQuality networkHas good call rates2.39 2.37 3.83 4.54 4.51Has good 4.48 4.52 3.83.75 3.03availabilityHas good services4.51 3.84 3.13 3.03 3.08Emotional Is the brand I love4.47 3.13 2.34 2.29 2.33ValuesMakes me want to 4.46 3.12 2.38 2.28 2.39use itI want to stay 4.43 3.79 4.36 2.28 3.08associated with thebrand BrandBrand I am loyal to the4.41 3.88 2.31 2.23 2.3 Commitment Loyalty brandI will choose the4.43 4.51 3.07 2.16 3brand overcompetitorsHitaishi Gupta, FORE School of Management, Delhi 57. 57Brand 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.Airtel28%Vodafone45%Idea 9% Reliance Tata13%Docomo5% 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, choseVodafone as their favorite telecom brand.3. 83.3% of the sample who had Idea as their mobile service provider, chose Vodafoneas their favorite telecom brand.4. 50% of the sample who had Reliance as their mobile service provider, choseVodafone as their favorite telecom brand.It can be seen from here that Vodafone has good Brand equity and people like Vodafoneas 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 ownmobile service provider.Hitaishi Gupta, FORE School of Management, Delhi 58. 58Brand analysis and evaluation of Vodafone India Pvt. Ltd.1. 52.8% of those who have their monthly mobile bill >Rs 400 have an Airtelconnection.2. 44.4% of those who have their monthly mobile bill Rs 101-200 have a Relianceconnection.3. 67.9% of those who have their monthly mobile bill Rs 201-400 have a Vodafoneconnection.It was seen that cost conscious consumers who dont spend much on mobile phones or want to spend low, have Reliance as their mobile connection.Hitaishi Gupta, FORE School of Management, Delhi 59. 59Brand 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 itscompetitors on having good call ratesBrand CustomerImageAvailability Care 5% 2% servicesValue SMS 3%added packs services19%Incomin 22%g andoutgoingNetwork 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. 60Brand analysis and evaluation of Vodafone India Pvt. Ltd. 50-100 1% >400 30%101-20047%201-40022% 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: Indias 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. 61Brand analysis and evaluation of Vodafone India Pvt. Ltd.Airtel Vodafone 20 173.1 2.85Advertising 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 22megahertzof spectrum in india because of the unfriendly government policies. Hence Vodafone customers complaint that, GPRS services arent good on roaming.Hitaishi Gupta, FORE School of Management, Delhi 62. 62Brand analysis and evaluation of Vodafone India Pvt. Ltd.4.The Cellular Operators Association of India recently carried out a survey whichrevealed that Airtel and Vodafone gained most of the market share from theIndian Telecom sector. In this report, Idea was spotted at third place with marketshare of 15.88%.Change in subscriber after MNP (lakhs)Change in subscriber(lakhs)8.247.116.5Idea Rcom VodafoneBharti 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. ThoughVodafones innovative and uniquely creative advertising campaigns havedistinctively caught the eye of the consumer and have helped the brand recallincrease manifolds, they have also caused another problem. The consumers tend toremember more about the zoozoos and the pug while the basic service attributes thatcan be attached to a telecom operator are not really crossing the mind of theconsumer when talking about the brand. In short, Vodafones extremely popularmascots have dominated their basic offerings. This is one area where we wouldrecommend them to create campaigns where the focus is more on the serviceattributes that they want to be known for rather than the mascots which are currentlymaking them popular.Hitaishi Gupta, FORE School of Management, Delhi 63. 63Brand analysis and evaluation of Vodafone India Pvt. Ltd. What connects you with Vodafone themost Express yourselfRed/White Power to Colors you Happy to Help 2% 7% 12% 0% Pug/Dog 21% Zoo Zoo 58% 7. Vodafones tagline of Happy to Help is not going down well as consumers who arenot satisfied with Vodafone cite the main reason as poor customer service. ClearlyVodafone 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 ofcustomers satisfied with the brand are the highest but the audit (percentage of callsanswered by operator is only 96% lesser than Airtel and Idea.Our qualitative indepthinterviews with Vodafone users shows that, customers arent evensatisfied with Vodafones 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 withVodafone but is very annoyingly dissatisfied with its customercare services.She says, I called up the Vodafone customer service and chooseEnglish as the language of communication but some hindispeaking lady picked up who spoke to me very rudely. She didnteven direct me to the right person and didnt know what to dowith my complaint.Hence Vodafone should work on its Customer care services.TheHitaishi Gupta, FORE School of Management, Delhi 64. 64Brand analysis and evaluation of Vodafone India Pvt. Ltd.should incorporate empathy as a service quality by training their call center employeesproperly. 9. On evaluating Vodafone and other brands call rates, I found that Vodafone has good smsand internet plans. Infact to encourage people to use 3G their plan for the first time usersstart at Rs 98 for 2GB data, which is very good but their full talktime plan starts at Rs 410where 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 populationof India who are value conscious. 10.Since Five Indian states would stand among the 20 most populous nations in the worldand Uttar Pradesh has a population which is more than the fifth largest country in theworld, hence Vodafone should focus its marketing efforts to acquire users in these 5states.Hitaishi Gupta, FORE School of Management, Delhi 65. 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. 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 havent 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. 67Brand 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 comparisonwith domestic brands. Journal of Product & Brand Management. 2. Bhardwaj, V., Kumar, A. and Kim, Y.K. (2010). Brand Analyses of U.S. Global andLocal 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. Accessedon 19 January 2012. 5. Rajpurohit, R.C.S. and Dr. Vasita, M.L (2011), Consumer Preferences and Satisfactiontowards various mobile phone services providers. 6. Sathish M (Feb. 2011), A Study on Consumer Switching Behaviour in Cellular ServiceProvider: 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 9January 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. 68Brand analysis and evaluation of Vodafone India Pvt. Ltd. Annexure Questionnaire:Hitaishi Gupta, FORE School of Management, Delhi 69. 69 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Hitaishi Gupta, FORE School of Management, Delhi 70. 70Brand analysis and evaluation of Vodafone India Pvt. Ltd. Construct Component Item in Questionnaire General Brand ImpressionBrand 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 AssociationPerceived Quality Has a good Network Has good Call rates Has good availability Has good services Emotional valuesIs 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 CommitmentBrand 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. 71 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Hitaishi Gupta, FORE School of Management, Delhi 72. 72 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Hitaishi Gupta, FORE School of Management, Delhi 73. 73 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Hitaishi Gupta, FORE School of Management, Delhi 74. 74 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Hitaishi Gupta, FORE School of Management, Delhi 75. 75 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Hitaishi Gupta, FORE School of Management, Delhi 76. 76 Brand analysis and evaluation of Vodafone India Pvt. Ltd. Hitaishi Gupta, FORE School of Management, Delhi