IDEA

Brand Audit Project

Submitted by: Group 15, Section B

FT12407 Akriti Anand FT12234 Nilotpal Kanti Sinha FT12347 Rahul Ray FT12471 Uday Pratap Singh FT12439 V Maya

Table of Contents Introduction .................................................................................................................................................. 2 Brand Planning .............................................................................................................................................. 3 Entry into the market:............................................................................................................................... 3 Current Positioning ................................................................................................................................... 4 Points of Parity .......................................................................................................................................... 4 Points of Difference .................................................................................................................................. 4 Positioning for future: ............................................................................................................................... 4 Brand Building Assessment ........................................................................................................................... 5 Brand resonance: ...................................................................................................................................... 5 Marketing activities for Ideas resonance and positioning: ...................................................................... 6 Brand Growth Assessment............................................................................................................................ 9 Brand architecture .................................................................................................................................... 9 Brand Architecture of Aditya Birla Group: ............................................................................................ 9 Services by Idea Cellular: ........................................................................................................................ 11 Idea's Brand hierarchy: ........................................................................................................................... 11 Idea & brand portfolio: ........................................................................................................................... 13 New markets or channels expansion: ..................................................................................................... 13 Idea's Growth Strategy: .......................................................................................................................... 14 Primary Research ........................................................................................................................................ 16 Survey Design .......................................................................................................................................... 16 Survey Analysis........................................................................................................................................ 16 Summary of key findings:........................................................................................................................ 19 Limitation of the survey: ......................................................................................................................... 20 References .................................................................................................................................................. 21 Appendix ..................................................................................................................................................... 22 Appendix1 Survey Questionnaire Part1 ............................................................................................ 22 Appendix2 Survey Questionnaire Part2 ............................................................................................ 24

Introduction
IDEA Cellular is a publicly listed company which has been listed on BSE & NSE in March 2007. IDEA is the 3rd largest mobile services operator in India. It has a market share at 13.9 % in the first quarter of FY2012. It recorded a subscriber base of over 98 million as of August 2011. Idea ranks among the Top 10 country operators in the world. Idea operates across 22 service areas with 2G services. Its 3G services are being gradually introduced into over 3,000 towns by FY 2012.Idea has a network of over 70,000 cell sites all over India. It has above 3000 service centers which handle a variety of requests. Idea is the winner of The Emerging Company of the Year Award at The Economic Times Corporate Excellence Awards 2009. IDEA Cellular also received the prestigious Avaya GlobalConnect Award for being the Most Customer Responsive Company in the Telecom sector in the year 2010. IDEA Cellular is an Aditya Birla Group Company. It is considered to be Indias first MNC. It operates out of 33 countries and has over 132000 employees

Brand Planning
Entry into the market:
Idea Cellular's history dates back to the year 1995, when it was incorporated as Birla Communications Services. In the year to follow, the company started a joint venture with Grasim Industries and the global telecom giant AT&T. That very year, it was renamed as Birla AT&T Communications. Soon it merged with Tata Cellular Limited and was renamed Idea. In the first year of its inception, with its operations based from Delhi its sales grossed to a one million subscriber base. In the year 2005, this number further increased to five million. Ideas strong growth in the Indian telephony market comes from its deep penetration in non-urban & rural markets. It has the highest share of rural subscribers as a percentage of total subscribers, amongst other GSM players. In fact, 2 out of every 3 new Idea subscribers come from rural/ semi-urban India. Services Offered: Prepaid, Postpaid, Wireless and Blackberry services Key Brand Elements: Name IDEA Cellular URL http://www.ideacellular.co m/wps/portal Slogan/ Jingles What an Idea, An Idea can change your life Strategic Alliances: VAS Partners: Roaming Partners: OnMobile, Roamware.inc, Cellebrum India Starhome and Ltd, Bharti Telesoft SiddhivinayakAstro Services Ltd, Kodiak Ltd, Mauj, Net4nuts India Ltd, Yahoo, Rediff, IndiaTimes, Sify, Mobile2win and NDTV Marketing Communications: Lowe India Pvt. Ltd., Mindshare Public Relations: Imprimis PR Network: Billing: Logo Brand Ambassador Abhishek Bachchan

NokiaAtos Origin Siemens and Ericsson

Current Positioning
Points of Parity Voice and data transmission GPRS services Easy recharge facilities by local retailers specific company stores to cater to customer query Customer service helpline Call management services(Call Divert, Call Barring, Caller Line Identity Restriction and Call Conferencing)

Points of Difference Advertisements communicating a social message Position in the mind ladder Pro-active advertising(mobile number portability) Initiator of competitive prepaid pricing Innovative VAS like customer friendly tariff plans Has a Women's card and a Youth Card

IDEAs brand strength is reflected by its current market positioning. It had added 14 out of its 22 service areas in the last four years. The number of subscribers has also grown multifold from 7.37 million from 2006 to 63.82 million in 2010. With its current positioning strategy it has surpassed Vodafone. Another factor which made this possible was IDEAs investments in network, technology and processes.

Positioning for future:

There is a misconception regarding the brand among the urban that it has poor network. But it is primarily used in the rural areas where is it considered to have good network. IDEA as such needs to be repositioned in the minds of the people that it does indeed have a good network and can work fine in the urban area if it can work in the rural area. There is also another perception among people that IDEA is a desi brand unlike its competitors like Airtel or Vodafone. In this aspect too, the brand can change its positioning to ensure that it has increased CBBE.

Brand Building Assessment

Brand resonance:
Mobile service operators are fighting for a share of market that has very few distinguishing feature. Points of differentiations are few and points of parity many, in short a highly commoditized market. In such a scenario IDEA decided to position itself as a socially responsible, morally upright company which wanted to change the life of Indian middle class for a better future. It engaged its subscriber at various levels apart from organizing CSR activities for education and rural development. Some of its most famous events have been Oongli cricket during IPL 2010, IDEA rocks India, IDEA Star Singer etc. Their brand strategy has been to link the philosophy that an Idea can change your life with brand promise and good customer service. They want customer to identify them with new innovative way of doing things which is way better than what customers were accustomed to before.

Resonance "What about you and me?"

Sponsor of various community service events, oongli cricket, "Idea rocks India", " Idea Star Singer" etc.

Judgement

Feelings

"What about you?" Judgement: Socially responsible, credible, superior, honest, Innovative Feelings: Like, respect, admire

Performance

Imagery

"What are you?"

Performance: Availability, relaibility, customer service, innovative, affordable, world class service. Imagery: Yellow color in logo, catchy jingle, "an idea can change your life"," What an idea Sirjee" slogan and Abhishek bachan.

Salience: " Who are you?" IDEA is a leading mobile operator in India. It comes from the house of Aditya Birla Group of companies.

Brand Resonance Pyramid

Marketing activities for Ideas resonance and positioning:

Various marketing activities that have been undertaken by IDEA over the years are as presented below: Oongli Cricket: In the summer of 2010, IDEA decided to engage its subscriber by bringing cricket to their finger tips. India is a cricket crazy nation and what better way to increase a companys brand resonance by engaging its customer in their favorite sport. Usually people watch cricket passively but this campaign helped them actively participate in their own way.

Use mobile, save paper campaign: In January 2010, IDEA decided to tackle yet another environmental issue with IDEA mobile being the harbinger of change. This concept revolved around using less of paper for tickets, newspaper bills etc. This campaign not only helped reinforce IDEAs original message it also positioned IDEA as a major 3G player. World sans Division campaign: Yet another sensitive issue was highlighted in this campaign and IDEA becomes the leading voice of change. Education For all: This campaign dealt with lack of infrastructure and opportunity for millions of kids who never get to go to school. Advertisements in this campaign showed how mobiles can lead the change and educate young India. Walk when you talk: A brilliant campaign which offers an effective solution to health and fitness issue. It emphasizes that how one can utilize the time spent on phone by exercising at the same time and staying fit. Overcoming Language Barrier: This campaign aimed at overcoming regional disparity that exists in India due to language barrier. Yet again IDEA showed a simple yet effective method with mobile playing a central character while pushing the belief that STD calling is not as expensive as it used to be. Talk for India Campaign: This campaign went live on the eve of 26/11 first anniversary. This advertisement asked Indian to raise their voice against terrorism and make calls on 26th November 2009, for one hour between 8:36 pm and 9:36 pm. The revenue generated during this hour was donated to Indian government for expenditure on internal security. With this campaign IDEA was again able to reinforce its customers belief that the brand stands for fairness and justice.

Balancing Social Marketing and Customers expectations: Idea Cellular has taken the social cause marketing to the next level in India by using Bollywood star Abhishek Bachchan as a celebrity endorsement. Few of the important issues highlighted were: Save trees by reducing paper usage through Value Added Services. Education for All TVC showing how technology could be an enabler for education Print ad on Mera number Mumbai ka, toh main Mumbai ka against MNS hate campaign. Breaking the language barrier with the help of mobile phones.

Before the start of the campaign, Ideas market share was little above 8% (December 2006) with a subscriber base of 12.44 million. The operator was operational in only 13 telecom circles out the 22. In 2010, the company runs in all 22 circles and has a market share of 10% with a Q-o-Q growth of almost 8%. The campaign build the brand trust but was the sales growth wasn't transformative and Idea is still the fifth largest player in an over-flooded telecom space in India. It indicates that the social marketing helps in improving the trust on brand and should be used purely for increasing brand recall. Also the marketing communication should be in sync with telecom user's primary issues which Idea is currently focusing on such as Connectivity: Abhishek calling inside a lift where people dont have connectivity. Consumer service: lady trying to call up her service provider in a bus Pricing: Person complaining about high bills

Hence, Idea need to keep high focus to build a brand which can be perceived high on resolving general telecom pain points with social marketing.

IDEAs perception as a desi brand: Many customers perceive buying Indian brands are not a good value for money. So Idea should project its brand image in a manner so that it can cater customers having affinity for foreign brands. Approaches that could be used are: Foreign players/celebrity endorsement. Sponsorship of sports such as soccer, golf, F1 races etc. Sponsorship of Rock concerts.

Brand Growth Assessment

Brand architecture
Brand Architecture for a firm tells marketers which Brand logo, names, symbols to be applied to new or existing products. The role of defining Brand Architecture is to improve Brand awareness by improving customers understanding and communicating similarity and difference between individual products. Brand Architecture also helps in creating brand image which helps in maximum transfer of equity from the brand to individual products to improve trial and repeat purchase. The Major Benefits of a well define Brand Architecture is: Cost-effectiveness of its brand and marketing investments by helping to ensure brand positioning and value propositions are properly aligned to specific markets and segments. Easy introduction of new products to keep pace with competitive and market changes, without discarding previous marketing investments. Internal organizational structures alignment

There are three main types of brand architecture system: Corporate brand, umbrella brand, and family brand - These are consumer-facing brands used across all the firm's activities, on all products and services and this name is how they are known to all their stakeholders - consumers, employees, shareholders, partners, suppliers and other parties. For example: Heinz or Virgin These brands may also be used in conjunction with product descriptions or sub-brands: for example Heinz Cream of Tomato Soup, or Virgin Trains. Endorsed brands and sub-brands - The endorsement, verbal or visual, to a sub-brand or an individual product brand is performed by including a parent brand (corporate brand, an umbrella brand, or a family brand). With the help of Parent brand credibility is added to the endorsed subbrand. For example: Sony's Walkman, Playstation etc. Individual product brand - The individual brands are presented to consumers, and the parent company name is given little or no prominence. All product and service are individually branded. The corporate brand operates merely as a holding company. For example, Unilever's Dove, Colgate

Brand Architecture of Aditya Birla Group: IDEA Cellular is an Aditya Birla Group Company, Indias first truly multinational corporation. The group operates in 33 countries, and is anchored by more than 132,000 employees belonging to 42 nationalities. The Brand Architecture of Aditya Birla group has mix of both Endorsed Brands and Individual Product Brand which is depicted as below:

Aditya Birla Group

Sectors

Brands (Company)

Garments VSF Cement Fertilizers Textiles Telecom

Van Heusen , Louis Philippe (Aditya Birla Nuvo) Allen Solly, Esprit (Aditya Birla Nuvo) Peter England (Aditya Birla Nuvo) The Collective (Aditya Birla Nuvo)

Birla Cellulose (Grasim)

Vikram Cement ,Birla Super (Grasim) Rajashree Cement (Grasim) Birla White (Grasim) UltraTech Cement (UltraTech Cement) UltraTech Concrete (UltraTech Cement)

Birla Shaktiman Urea (Aditya Birla Nuvo) Krishidev (Aditya Birla Nuvo) Birla Balwan (Hindalco) Linen Club, Pyroguard, Kolorone (Aditya Birla Nuvo) Nuvo Lana, Ray One, Jaya Shree (Aditya Birla Nuvo) Graveria (Grasim) Texlan (Thai Acrylic Fibre)

Idea (Idea Cellular)

Aluminium Copper Chemicals Retail

Everlast aluminium roofing sheets (Hindalco) Freshwrapp aluminium foil (Hindalco) Freshpakk semi-rigid containers (Hindalco) Permashield waterproofing (Hindalco) Birla Copper (Hindalco) Birla Gold (Hindalco) Birla Silver (Hindalco) Polyphos, Epotec, Birlasulf - SS , Birlasulf - SM, Birlasulf - 35 (Aditya Birla Chemicals (Thailand) Ltd.) Ecare, Encare, Aqua X (Thai Peroxide Co Ltd.) OCARE, Birlox, Herlisil (Thai Peroxide Co Ltd.)

more. (Aditya Birla Retail Limited)

Carbon Black

Birla Carbon (Aditya Birla Nuvo)

Insulators

Aditya Birla Insulators (Aditya Birla Insulators Pvt. Ltd.)

From above Brand Architecture it could be find that the Idea Cellular stands as Individual Product Brand.

Services by Idea Cellular:

From services point of view Idea Cellular provides: Personal Services: It includes the services which Idea cellular offers for an individual such as prepaid, postpaid connection and plans, internet and other value added services. Business Services: Idea cellular offers various services and packages for corporate clients apart from regular services such as voice services such as conference call facilities, Business Application, GPRS and other customized solutions.

Idea's Brand hierarchy:

The following diagram depicts the brand hierarchy of Idea.

The brand hierarchy of idea can be studies under three broad points namely: features and attributes, core benefits and beliefs. The details of each of these three broad classifications are given below. 1. Features and attributes: Voice services Calling Messaging Conference SMS, Voice SMS, Flash SMS Mobile Chat Idea radio Idea multiplayer gaming Network connection Data transmission GPRS Value added services 2. Core benefits MY Idea stores are opened across the country which has it possible to give better quality of customer service. Quality of customer care service has improved due to Ideas deployment of the best in class Interactive Voice Response (IVR). Network connectivity is one of the main issues faced by customers of telecom services. Idea is solving this issue by having a subsidiary for handling its passive and active infrastructure.

3. Beliefs Most customer responsive company in the telecom sector. Provides the best billing and customer care solutions 4. Pros of Ideas brand hierarchy High points of parity with other telecom service providers Idea is viewed by customers as a highly customer friendly telecom service provider 5. Cons of Ideas brand hierarchy Product and technical innovation is not very high. Idea has not yet been able to differentiate itself from other telecom service providers on the basis of product offerings.

Idea & brand portfolio:

The brand portfolio of Idea cellular consists of the following main offerings. Prepaid Per sec plan Per min plan Idea gang plus My new gang Post paid Ultimate 549 Mega 666 Idea CUG199 Wireless Net setter GPRS Blackberry BB services Services Entertainment Alert & Updates Utilities

Apart from the above, Idea has exclusive corporate plans for business clients: 1. Idea Remote Reading This is an automatic area focused reading meter for collection, storage and utilization of data meters for monitoring and increasing efficiency. 2. Vehicle tracking system This enables companies to keep track of their vehicles through VTS units installed in the vehicle. It is equipped with GPS, GSM and GSM SIM.

New markets or channels expansion:

Idea started with licenses to operate in Gujarat and Maharashtra and slowly expanded to all the circles existing in India. At present it is operating in 25 countries with around 130,000 employees. In June 2008, Malaysia based Telecom Malaysia International (now Axiata), joined Idea's board with 15 percent stake in the company. It now has about 18% share in Idea but they are looking to increase their share to 25%. Idea has also increased its number of services over the years and subsequently grown at a very

fast rate. It has a strong market presence and distribution channel and they can be leveraged to take advantage of neighboring circles where it is already present. Recently, Idea has become the largest 3G operator in UP, West & Uttarakhand. Ideas 3G services are now available across 145 towns in UP West & Uttarakhand. Its strategy has been to focus on semi urban heartland comprising of industrial, educational and agricultural regions and it seems to be working. They have been experiencing huge growth in data traffic in these areas.

Idea's Growth Strategy:

Ideas growth has been a very interesting and rapid journey. From being a single promoter owned company in 1995 Birla Communications, which had license to operate in only two states of India, Idea has come a long way to become a pan-India operator with over 98 million subscriber base by August, 2011. In the year 2010, Idea had emerged as the third largest mobile operator in India, in revenue terms and also crossed the usage of One Billion Minutes per day on the network, which propelled it amongst the Top 10 country operators in the world. This growth has been possible with a number of joint ventures and merger and acquisition deals and by acquiring of licenses. The growth has also been marked with the acrimonious split with the Tatas, who having launched their own CDMA based services Tata Docomo, had put the put the joint ventures interests at stake. The below illustration depict the growth of Idea from 1995 2010. Incorporated as Birla Communications Limited Acquired license operation in Gujarat and Maharashtra Joint Venture with AT&T Corporation Name cahnged to Birla AT&T Communications Limited

1995

1996

2000

Merged with Tata Cellular Limited - Gained the Andhra Pradesh circle - Birla-Tata-AT&T, popularly known as Batata was formed
Acquired RPG Cellular Limited - Gained Madhya Pradesh (including Chhattisgarh) Circle Name changed to Birla Tata AT&T Limited Acquired license t o operate in the Delhi circle

2001

2002

The name Idea Cellular Limited as well as the "Idea" brand name was incorporated

2004

Acquired Escotel Mobile Communications Limited and thereby expanded into the Haryana, Uttar Pradesh (West) and Kerala circles Acquired license to operate in Himachal Pradesh

2005

AT&T sold its investments in Idea - AT&T's 32.9% stake was bought equally by the Tatas and the Birlas for Rs 1300 Crore, The sell off valued the firm at around Rs 4000 Crore.

2006

The TATA Group, which had launched their own telecom service, sold its entire 48.18% shareholding in the Company to the Aditya Birla Group at around Rs 4400 Crore This sell off valued the firm at Rs 9000 Crore

2007

Launched their IPO aggregating to Rs. 28,187 million and Idea Cellular Limited was listed on the Bombay Stock Exchange and the National Stock Exchange

2008

Acquired Spice Communications - Gained access to the Punjab and Karnataka circles Acquired licenses to operate in seven other circles - Tamil Nadu and Chennai, West Bengal, Orissa, Kolkata, Assam, North East and Jammu and Kashmir Idea Cellular launched services in Mumbai Launched services in Bihar

2010

Acquired 3G Spectrum licenses in 11 service areas

The below chart illustrates the growth in Ideas subscribers base over the years:

Subscriber Base(in Millions)

Subscriber Base(in Millions) 87.7 57.6 40 6.5 2005 12.4 2006 Years 21 2007 2008 2009 2010

1 2002

2 2003

4 2004

Primary Research
Survey Design
For the purpose of primary data collection for performing the Brand Audit of Idea, a two-part online survey was designed. The first part of the survey was designed to measure the Brand Awareness of Idea among the respondents and the second part was designed to analyze the parameters and qualities with which the respondents associated the brand. The first part of the survey had 3 screenshots from different commercials of Idea and the jingle of Idea. Respondents were asked to name the brand or the company associated with the commercials and the jingle. The purpose of this was to understand the brand awareness of the respondents of Idea by measuring the awareness levels of the different brand elements. The Logo, URL or the tagline were not considered for measurement as all of them contained the word Idea. The 1st screenshot showed Mahesh Babu in an Idea 3-G commercial. The 2nd showed Abhishek Bacchhan from the Language no bar commercial of Idea and the 3rd depicted a still from the Idea commercial aimed at removing caste discrimination. Awareness for each of the 3 commercials and the Jingle were given equal weight age. The word Idea was also not mentioned in this part of the survey as it would have contributed to the recall of the commercials and the jingle.

Survey Analysis
The survey reached out to a total of 54 respondents. Among them 50 respondents completed the first part of the survey and 38 respondents completed both parts of the survey.

The analysis of the first part of the survey is given below: Percentage of Brand Awareness 100 75 50 25 No of respondents 18 19 8 5

All 50 respondents who completed the first part of the survey recalled at least 1 of the commercials or the jingle.

Brand Awareness
10% 16% 36% Recalled all 4 Brand Elements Recalled 3 out of 4 Brand Elements Recalled 2 out of 4 Brand Elements 38% Recalled only 1 Brand Element

Thus it can be said that, 74% of the respondents, who correctly identified at least 3 out of the 4 brand elements, have high brand awareness of Idea. The second part of the survey was aimed at analyzing the perception of the respondents over different parameters and brand attributes. Respondents were asked to rate Idea Cellular on a 5 point Likert scale over the following parameters: Quality of connection Quality of Customer Care Coverage Strength Quality of Billing Service Availability (for obtaining new connection/recharge vouchers) Cost of New Connection Cost of continuing Existing Connection Quality of Website

From the data sample it is evident that all the above parameters were important as their t-Values were at significant levels. Based on the mean values, it was found that Idea Cellular had the highest perception level for Cost of New Connection and Availability and the lowest perception levels for Coverage Strength and Quality of Customer Care. Respondents were also asked to rate their perception on a 5 point Likert scale over the following brand attributes: Innovation Value for Money Socially Conscious Life Changer Motivation Fun Environmentally Conscious Cheap Bold Attractive Stirring Human Values Reputation

From the data sample it is evident that all the above parameters, except Life Changer and Bold, were important as their t-Values were at significant levels. Based on the mean values, it was found that Idea Cellular had the highest perception level for Socially Conscious and Reputation and the lowest perception levels for Stirring Human Values and Motivation, among the significant attributes. Only 10.26% of the respondents who completed the second part of the survey used Idea Mobile connection and hence it was not feasible to statistically measure the attributes and parameters over users and non-users of Idea Cellular. Respondents were also required to rank the following 5 Mobile Service Providers: Airtel Vodafone Idea Docomo Aircel

Based on those rankings the following results were arrived at:

Ranking of Idea
21% 5% 8% 26% 40% Rank1 Rank2 Rank3 Rank4 Rank5

The following illustration shows the mean rank of the 5 mobile service providers:
5.00 4.50 4.00 3.50 3.00 2.50 2.00 1.50 1.00 0.50 0.00 Airtel Vodafone idea Docomo Aircel 1.63 1.82 2.89 2.89 Airtel Vodafone idea Docomo Aircel 4.66

From the above we find that Airtel has the most favorable ranking among the respondents followed by Vodafone. While Idea and Docomo has been ranked equally, 8% of the respondents have ranked Idea as the first ranked telecom service; none have ranked Docomo in the first position. Aircel has been ranked least favorably by the respondents.

Summary of key findings:

74% of the respondents have high brand awareness of Idea Idea Cellular had the highest perception level for Cost of New Connection and Availability and the lowest perception levels for Coverage Strength and Quality of Customer Care. Idea Cellular had the highest perception level for Socially Conscious and Reputation and the lowest perception levels for Stirring Human Values and Motivation. The attributes - Life Changer and Bold are not significant for Idea.

Airtel has the most favorable rankings followed by Vodafone, Idea, Docomo and Aircel.

Limitation of the survey:

The survey respondents belonged to the Age Group 20-35 years and hence, the awareness and perception levels of Idea in the other age groups could not be uncovered by this survey. Reliance telecom, which is a significant player, was not included in the survey for the rankings and hence the overall rankings may not show the entire picture in the Indian Telecom market.

References
http://en.wikipedia.org/wiki/Brand_architecture http://www.ideacellular.com/wps/portal http://www.adityabirla.com/products/brands.htm http://www.4psbusinessandmarketing.com/16122010/storyd.asp?sid=4262&pageno=6 http://dqindia.ciol.com/content/casestudy/2009/109022106.asp http://www.financialexpress.com/news/idea-cellular-plans-to-expand-managed-servicesportfolio/497212/ http://broadbandforum.in/idea-mobile/54738-support-idea-cellulars-talk-india/ http://telecomtalk.info/idea-cellulars-new-idea-walk-when-you-talk/6016/

Appendix
Appendix1 Survey Questionnaire Part1
Brand Audit Great Lakes Institute of Management
Dear Respondent, This is a 2 part survey. The 1st part is designed to measure the awareness of a particular brand. It contains screen-shots from 3 different commercials and a jingle. The 2nd part will help us understand the prevalent perception about the brand. Thank You for filling the form. *1. Name

*2. Which brand / company is associated with the above ad? (Please enter XX if you are not aware of the answer)

Next

Brand Audit Great Lakes Institute of Management

*3. Which brand / company is associated with the above ad? (Please enter XX if you are not aware of the answer)

Prev

Next

Brand Audit Great Lakes Institute of Management

*4. Which brand / company is associated with the above ad? (Please enter XX if you are not aware of the answer)

Please listen to a jingle by clicking on the below link: http://youtu.be/nCJPLklEFUU *5. Which brand / company is the above jingle associated with? (Please enter XX if you are not aware of the answer)

Appendix2 Survey Questionnaire Part2

Brand Audit - Idea Cellular - Great Lakes Institute of Management

* Required Name * Gender * Male Female Age Group * 15 - 20 20 - 35 35 - 50 > 50 Annual Income * < 1.5 Lakhs 1.5 - 3 Lakhs 3 - 5 Lakhs > 5 Lakhs Which mobile connection do you have? * Airtel Vodafone Idea Docomo Aircel Other:

Please rate Idea Cellular on the following parameters *

Least Not Satisfactory Satisfactory Quality of connection Quality of Customer Care Coverage Strength Quality of Billing Service Availability (for obtaining new connection/recharge vouchers) Cost of New Connection Cost of continuing Existing Connection Quality of Website

Neutral

Satisfactory

Highly Satisfactory

Please enter your perception about Idea Cellular on the following attributes *

Strongly Disagree Innovation Value for Money Socially Conscious Life Changer Motivation Fun Environmentally Conscious Cheap Bold

Disagree

Neutral

Agree

Strongly Agree

Strongly Disagree Attractive Stirring Human Values Reputation

Disagree

Neutral

Agree

Strongly Agree

Rank the following Mobile Service Providers in order of preference *

First Airtel Vodafone Idea Docomo Aircel

Second

Third Fourth

Fifth

Submit