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BrandScorecard Mobile Brand Snapshot

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JuxtConsult Brand ScoreCard
How ‘ready’ is your brand to compete for future market shares!

TM

Airtel
Category: Mobile Services October-November 2008

* Relative Index – relative to the top brand being 100%

Brand Momentux™ Map
Brand Momentum

00 .
Mass Driven

Airtel Vodafone 00 . BSNL Aircel Idea Reliance Tata Indicom BPL mobile MTNL Spice
Speed Driven

Size

s M d n a r B
00 .

Virgin 00 . 00 . 0 .0 00 Brand Speed . 00 . 0 .0

Logarithmic scale

Product Brand Perceptual Map
00 .

Airtel

GSM Pre-paid
BSNL Aircel BPL Mobile

.0

CDMA Post-paid

00 .

Tata Indicom Idea
-.0

Reliance

CDMA Pre-paid GSM Post-paid

-00 .

e u b i r t A

Vodafone
-00 . -00 . -.0 00 . .0 00 . 00 . 00 .

Brand
The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to other attributes. The closer it is to ‘0-0’ axis, the less it Is associated with any attribute at all

Attribute Brand Perceptual Map
00 .
Widest range of VAS features Efficient & helpful billing dispute resolution

00 .

Highly satisfied with past usage

BSNL
Widest range of tariff plans Lowest domestic call tariffs (local, STD)

.0

Tata Indicom
Least call drops, dead zones Best customer service staff

00 .

Vodafone Idea Airtel

Reflects my style and status the best

Virgin
-.0

Lowest ISD call tariffs Best network coverage nationwide Best customer service Convenient bill payment options Best flexibility in validity periods Widest range of basic service features Best flexibility in changing tariff plans Convenient pre-paid recharging options Widest range of pre-paid recharge amounts

-00 .
Best signal and network strength on roaming

Reliance

e t A u b i r
-00 . -0 -0 -0 0 0 0

Brand
The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to other attributes. The closer it is to ‘0-0’ axis, the less it Is associated with any attribute at all

Study Overview
 The first syndicated brand tracking study that proposes to measure your brand performance at the category level on monthly basis  The Brand ScorecardTM not only measures the current performance of your brand but also its future-readiness (the ‘momentum’ with which it is moving to compete for future market shares)  Measures the ‘sustenance power’, ‘persuasive power’, ‘consumer pull’, ‘loyalty’ and ‘momentum’ of your brand vis-à-vis the competing brands in the category  Gives you the key reasons why your brand is preferred more (or less) vis-àvis the competing brands

JuxtConsult Brand Track Framework
Brand Visibility
TOM Ad Recall (share of voice)

©

Brand Sustenance

Brand Consideration

TOM Brand Recall (share of mind)

Brand Persuasion

Brand Preference
Brand Pull

Brand Likely to Buy (share of preference)

Brand Loyalty

Brand Switch
Likely Switchers (Net)

Brand Repeat Purchase
Likely Loyal Users

Brand use currently (share of consumers)

Brand Momentum

Key Brand Scorecard Measures!
Brand Sustenance
How much does the brand transcend the ad

Ratio of

TOM Brand Recall TOM Ad Recall

Brand Persuasion
How persuasive is the brand story

Ratio of

Intention to Purchase Brand Spontaneous Brand Recall

Brand Pull
Brand’s ability to attract new/competitive brand consumers

Ratio of

Likely Switch-ins to the Brand Likely Switch-outs from the Brand

Brand Loyalty
How much is the brand retaining its existing consumers

Ratio of

Likely to Continue Buying the Brand Total Current Users of the Brand

Key Brand Scorecard Measures!
Secondary Brand Share
Brand share on multiple brand usage basis

Total Current Users of the Brand Total Current Users of the Category

Primary Brand Share
Brand share on most-preferred brand usage basis

Preferred Current Users of the Brand Total Current Users of the Category

Brand MomentuxTM
Brand’s competitive-readiness for future market shares

Brand Mass
Current Users

x
x

Brand Speed Accelerators
Brand Persuasion factor, Brand Pull factor, Brand Loyalty factor

Study Methodology
 Monthly brand tracking and reporting  Reporting sample of over 1,000 category relevant respondents every month. Both intended and current category users captured  Online survey conducted with JuxtConsult’s Consumer Panel (www.getcounted.net). The panel has over 110,000 consumers representing over 291 million (or 86% of all) urban consumers. Over 10,000 new members get added every month  Data made representative of all urban Indians across SEC classes, gender, age groups, town classes and regions (using appropriate 'demographic multipliers‘ from
JuxtConsult’s annual land survey conducted among 12,500 urban households covering ‘all socioeconomic strata’ in 40 cities representing ‘all town classes’ by population size)

Respondent Profile
October-November 2008
Demographic Attributes
Gender Male Female Age Distribution Below 13 years 13-18 years 19-24 years 25-35 years 36-45 years Above 45 years City Type (Population Size) Up to 1 Lakh 1-10 Lakhs 10 Lakhs plus Region-wise Distribution North East

– Mobile Services

Brand Scorecard Respondent Profile
(Sample – 1,092)

71% 29% Not included in study 10% 30% 36% 16% 7% 31% 21% 48% 23% 8%

Respondent Profile
October-November 2008
Demographic Attributes
Socio-economic Classification SEC - A SEC - B SEC - C SEC - D SEC - E Monthly Household Income Up to Rs. 10,000 Rs. 10,000 – Rs. 30,000 Rs. 30,000 – Rs. 50,000 Above Rs. 50,000 Most Expensive Vehicle in the HH 4-wheeler 2-wheeler Bi-cycle / others

– Mobile Services

Brand Scorecard Respondent Profile
(Sample – 1,092)

21% 33% 29% 12% 5% 45% 37% 8% 10% 12% 50% 20%

The Report
  Overall ‘category’ level brand tracking and brand scorecard analysis Brand parameters reported:
• • • • • • • Ad Scores (TOM ad recall, source of ad recall) Brand Mindshare Scores (TOM brand recall, source of recall, Total aided brand awareness) Brand Perception Map Brand Shares (Secondary - multiple usage basis, Primary - preferred usage basis) Reasons for preference for the primary brands Overall usage satisfaction rating for the primary brand Brand Performance Scores (Mind and Brand share conversion ratios, Sustenance, Persuasion, Pull, Loyalty, Momentum)

 

Change reporting to start only from the second month Custom and segment level reporting can be considered separately at additional cost*
* depending on the sufficiency of sample size of required segment cuts

JuxtConsult Brand ScoreCard Track
TM

Pricing of Reports
One Time Report*
(1 month report)

Annual Subscription*
(12 monthly reports)

Rs. 75,000

Rs. 480,000

* 12.36% service tax extra



Payment Terms

: One Time Report: 100% advance : Annual Subscription: 50% advance, 50% at 6 months



Delivery Timeline Report Delivery Format

: First Report: 1 week from date of order : Monthly Reports: Every month end (by 30th)



: PDF

Contact Details
• Address : 3, Kehar Singh Estate, 1st Floor, Westend
Marg, Lane 2, Said-ul-Ajaib, New Delhi – 110030

• Telephone • Contact Person • Email • Website

: +91-11-29535098, +91-9717133445 : Mrutyunjay Mishra : [email protected] : www.juxtconsult.com

Thank You!

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