CONQUEST 2012 Understanding the Consumer: Usage, Decision Making, Influencers and Key Parameters

Agenda
Introduction Market Scenario
Handset Selection Usage Analysis Decision Analysis

Media Habits

Customer Feedback
Word Association Experience

Agenda
Introduction Market Scenario
Handset Selection Usage Analysis Decision Analysis

Media Habits

Customer Feedback
Word Association Experience

ConQuest
ConQuest, means Consumer Quest, it is an effort towards understanding
the consumer better.

Innovative games, role-plays and projective techniques are used to try

and understand the subconscious content of a consumers psyche.

We often deal with answers that are implicit and may not come across as
the obvious. Conventional Research Unconventional Research

Biased Responses
Quantitative Data Mundane Questionnaire Formal

Unbiased Responses
Quantitative & Qualitative Projective Techniques Informal & Fun

Research Objectives for Vodafone

Understanding Decision Making Criteria for purchase of Handsets and their relation to Vodafone Analysis of current Mobile Usage Trends and Influencers Determination of Decision Parameters while changing a service provider

Understanding the media preferences of the Indian Consumer

Research
Venue
Times Utsav Exhibition at Bandra Kurla Complex Mumbai

Date
19th Oct 28th Oct 2012

No Of Respondents
450 (pruned down from 500 during data screening)

Target Group
Universal

Methodology
Sample Size
450 Respondents

Demographics
Seven age brackets
Gender distribution

A questionnaire with 4 parts:

Handset Selection Usage Analysis Decision Parameters Media Recall

Analysis
Primary Secondary Qualitative

The Questionnaire

Demographics
Total number of respondents: 450
Age Distribution
9% 8% 6% 30% 13% 8% <20 20-25 25-30 30-35 35-40 40-45 >45 26%

Gender Ratio

32%

Female Male

68%

Service Provider distribution

8% 15% Vodafone Airtel 56% 21% Idea Others

Agenda
Introduction Market Scenario
Handset Selection Usage Analysis Decision Analysis

Media Habits

Customer Feedback
Word Association Experience

Medium of information for handset selection

Medium of Information Handsets
1% 15% 9% 4% Catalogs Company website Newspapers Online portal Peer group Retailer 38% 31% TV 10.00% 0.00% 30.00% 20.00% 60.00% 50.00% 40.00%

Medium of Information Handsets : Brand specific

2%

Apple

Blackberry
HTC

Nokia
Samsung

Online portal and Peer group major factors for getting information on handsets

Vodafone and Blackberry

Relationship Awareness
Vodafone Users Vodafone and Blackberry Users*

47% 53%
Aware Not Aware

38% 62%

Aware

Not Aware

*Currently own or owned a Blackberry in past

38% - Users of Vodafone and Blackberry who should be aware of the relationship are not aware.

Vodafone and Blackberry Users

Medium of Information
Medium of Information for handsets Medium of Information for Service Providers

Yes 62%

No 38%

10% 17%

Yes 62%

No 38%

20% 8%

17% of Vodafone and Blackberry users rely on PEER GROUP for information on handsets and 20% for information on Service Provider.

Vodafone and Blackberry Users

Medium of Communication
Preferred Medium of Communication

11% 1% 62% 38% 26%

Newspaper ads Social Media TVC

Vodafone and Blackberry users prefer TVCs (67%), and it is noted that very few favour social media as a choice of communication.

Takeaways
Peer group and Online portals are major sources of information on handsets. Many Blackberry users with Vodafone as the service provider are unaware of the plans for them. There is a need to create awareness about these plans through TV commercials and Online portals.

Recommendations
Engage in Inclusive activities with customers to promote strong peer group bonding. Promote Vodafone plans for Blackberry users in TV commercials and on Company Website prominently. Associate with Handset Merchants for a Word-of-Mouth information on Vodafone-Blackberry plans.

Agenda
Introduction Market Scenario
Handset Selection Usage Analysis Decision Analysis

Media Habits

Customer Feedback
Word Association Experience

Prepaid/Postpaid Usage
Respondent Usage More than 50% of users over the age of 30 prefer a Postpaid connection. Majority of the people using Vodafone are Postpaid users. Other Service Providers find their strength in Prepaid Connections

Prepaid 51%

Postpaid 49%

Service Provider
100% 80% 60% 40% 20% 0% Airtel Idea Vodafone Others Prepaid Postpaid

Postpaid and Prepaid Users (by Age)

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
<20 20-25 25-30 30-35 35-40 40-45 >45

Prepaid Postpaid

Multiple SIM Usage

48% of the total respondents use more than 1 SIM. 59% of the multiple SIM users lie in the age group of 20-30 years of age People using Multiple SIMs
8%

Multi-SIM users (By Age)

<20
5% 11% 7% 8%

40%

52%

1 2 >2

>45 20-25 25-30 30-35

29%

10%

35-40 40-45

30%

Reasons for using multiple SIMs

I keep my personal and professional numbers separate I use different service providers for long chats I keep a SIM active for my hometown

Multiple SIMs
Vodafone Users
Main Service Provider of Multiple SIM users
21% Vodafone Airtel

22%
57%

Others

57% of customers having multiple SIMs are Vodafone users

Usage Analysis
SMS Frequency Data Service Usage Call frequency
High 29% Low 55% No 25% Low 24%

Med 16%

Yes 75%

Med 14%

High 62%

Calling Frequency SMS Frequency High Medium Low High 84 42 149 Medium 28 25 56 Low 19 6 39

Usage Analysis
High Call Users
Vodafone Users
Med 45%
Next Service Provider Med 21%

Airtel Users
Next Service Provider

High 38% Low 17%

Airtel 19%

others 19%
Low 19% High 60%

Vodafone 24%

others 36%

19% of the Vodafone users with high calling frequency would prefer Airtel as next service provider

24% of the Airtel users with high calling frequency would prefer Vodafone as next service provider

Net movement of 25 customers from Vodafone to Airtel

Takeaways
People in the age group <30 years prefer pre-paid connection Airtel preferred over Vodafone for pre-paid connections

Data packs are more attractive than SMS packs today

Airtel is the preferred service provider for people with high calling frequencies

Recommendations
Campaigns promoting Prepaid Connections should be Youth Centric Consumers should be made aware that Vodafone is a good choice for High Call users as well

Agenda
Introduction Market Scenario
Handset Selection Usage Analysis Decision Analysis

Media Habits

Customer Feedback
Word Association Experience

Questions Analyzed
What is your current service provider? (ref. Q13) Rank all the following companies from Rank 1 to Rank 4 on the following parameters (ref. Q17)
Idea Network Connectivity Affordability VAS Peer Group Popularity Best Overall Image Overall experience Vodafone Airtel Any other

Decision Parameters
What do they feel
Network Availability
Airtel Idea Vodafone

44.26% 4.92% 47.54%

62.50% 84.82%

25.00% 12.50% 2.68% 12.50% Vodafone

Airtel

Idea

44% of current Airtel users rank Vodafone higher than Airtel in Network Availability 85% of current Vodafone users rank Vodafone higher in Network Availability

Decision Parameters
What do they feel
Peer Group Popularity
Airtel Idea Vodafone Airtel

VAS
Idea Vodafone

48.96% 57.14% 73.81%

42.71% 50.00% 77.78% 4.17%

8.33% 14.29% 47.92% 4.76% 16.27% Vodafone Airtel

7.14%

36.46%

28.57%

4.76%
16.67%

14.29%
Airtel Idea

Idea

Vodafone

49% of current Airtel users say Vodafone is more popular in their Peer Group 50% of current Idea users rank Vodafone higher in VAS

Decision Parameters
What do they feel
Affordability
Airtel Idea Vodafone

32.29%

14.29% 50.79% 50.00% 26.19%

26.04%

32.29%

21.43% Idea

17.06% Vodafone

Airtel

32% of current Airtel users rank Vodafone higher than Airtel in Affordability Vodafones lead in other parameters is not proportionately replicated in Affordability

Questions Analyzed
What will be your next service provider? (ref. Q13)

Rank all the following companies from Rank 1 to Rank 4 on the following parameters (ref. Q17)
Idea Vodafone Airtel Any other

Network Connectivity
Affordability VAS

Peer Group Popularity

Best Overall Image Overall experience

Decision Parameters
Why would they leave
Next Service Provider vs. Network Connectivity
100% 80% 60% 100% 80% 60% 40% 20% Airtel Idea Vodafone Others Vodafone Idea Airtel

Next Service Provider vs. Affordability

40%
20% 0%

0%
Airtel Idea Vodafone

Next Service Provider vs. VAS

100% 80% 60% 100% 80% 60% 40% 20% 0% Airtel Idea Vodafone

Next Service Provider vs. Peer Group

Others Vodafone

40%
20% 0%

Idea Airtel

Airtel

Idea

Vodafone

Factors affecting service provider selection

60% 50%

40%

Vodafone
30%

Airtel
20%

Idea
10% 0%

Brand

Corporate Connections

Network Availability

Peer Group

Plans

Network Connectivity and Plans are the most important factors while service provider selection

Questions Analyzed
Who is your current service provider? What will be your next service provider (ref. Q13)

What was the criteria of selecting the service provider (ref. Q8)

Change Triggers
Vodafone Users
Next Service Provider vs. Criteria of selection
100% 90% 80% 70%

60%
50%

40%
30% 20% 10% 0% Aircel Airtel BPL BSNL Idea MTNL Others Reliance Tata Vodafone Docomo

Brand

Corporate Connections

Peer Group

Network Availability

Plans

Change Triggers
Criteria of Selection
Airtel Users
100% 90% 80%

70%
60% 50% 40% 30% 20% 10% 0%

Airtel

BPL

Idea

Others

Reliance

Tata Docomo

Vodafone

Brand

Corporate Connections

Peer Group

Network Availability

Plans

Takeaways
Airtel Strengths
Plans Brand Image

Vodafone Weaknesses
Poor perception of Affordability Brand Image

Purchase Barriers
Network Availability Plans

Change Triggers
Peer Group Brand Image

Recommendations

More emphasis needed to be placed on Affordability in media campaigns

A Peer group approach should be employed when targeting a customer

Agenda
Introduction Market Scenario
Handset Selection Usage Analysis Decision Analysis

Media Habits

Customer Feedback
Word Association Experience

Communication Media Vs Ad Preference

People who prefer TVCs
200 150
Vodafone

People who prefer Print

60 50 40 30 20 10 0 Ad Likeability Message Communication Connect
Vodafone Airtel Idea Others

100 50 0 Ad Likeability Message Communication Connect

Airtel Idea Others

People who prefer Social Media

35
30 25 20 15 10 5 0 Ad Likeability Message Communication Connect Vodafone Airtel

Idea
Others

Secondary Analysis
Airtel Facebook page Vodafone Facebook Page Vodafone Zoo Zoo Facebook Page

Facebook Presence

Airtels Har Friend Zaruri campaign went viral with 20 videos being shared on Youtube.

Airtels Jo Tera Hai Vo Mera Campaign: Instant connect with the youth on social networking sites

Secondary research
ASSOCIATION WITH F1 Airtel : Dedicated Facebook page for Formula 1 enthusiasts(Airtel India Grand Prix) Respondents unaware of Vodafones recent association with Lewis Hamilton in Mumbai

Vodafone Made for You Offer has online presence. Yet people have a high recall for older ad campaigns compared to the recent ones

Event Association
Events people like to associate Telecom Service Providers with
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% <20 20-25 25-30 30-35 35-40 40-45 >45

Doesnt Matter/Neither Social Cause College Fest Musical Event Sports

Those who want Vodafone as next Service Provider

Sports Musical Events College Fests 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Social Cause

Communication Media Preferences

Overall
15% 100% 80%

By Age

TVC
19%
66%

60% 40% 20% 0%

Print Social Media

<20

20-25

25-30

30-35

35-40

40-45

>45

TVC

Print

Social Media

Preference of people willing to change their service provider to Vodafone Vodafone Aspirers
Social Media 12% Print 7%

Propensity to shift is observed to be higher in people of age group < 30 years . These people prefer TVCs (81%) followed by Social Media(12%)

TVC's 81%

Communication Media Preferences

Criteria of Service Provider selection
250 200

Social Media

Print /Newspapers
150 100 50 0

Social Media Print TVC

Brand

Corporate Connections Network Availability

Peer Group

Plans

Network Availability(20%) - Print Media/ Newspapers Peers (19%)- Print Media/ Newspapers Plans (21%)- Social Media

Communication Media Preferences Vodafone Users

The Jumpers From Vodafone to another
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Airtel Idea Others Social Media Print TVC

The Aspirers - Would want to shift to Vodafone

TVC Print 0 20 40 60 80 100 Social Media

TVC s most preferred. Social media also shares a decent contribution

Takeaways
People with age group< 30 years have high propensity to switch
Vodafone Facebook page is less active compared to that of Airtel People are unaware of Vodafones association F1 champion Lewis Hamilton. Higher recall for older ad campaigns compared to recent ones.

TVCs are the most preferred communication media among all users Among Vodafone aspirers, social media is preferred next to TVCs

Recommendations
Facebook page of Vodafone India should be made more active.

The Zoo Zoo Facebook page which is quite popular among people can be used to engage more audience.

People less than 30 years of age should be targeted through Social media

Focussed Ad campaigns for social media to target Vodafone aspirers

Agenda
Introduction Market Scenario
Handset Selection Usage Analysis Decision Analysis

Media Habits

Customer Feedback
Word Association Experience

Words associated with Vodafone

What are they saying
25% of the respondents associated positive superlatives with Vodafone Less than 10% of the respondents made a negative comment

35% of the people associated words pertaining to brand elements and older ad campaigns. But no respondent mentioned latest campaigns

Network Service Plans

30% of the respondents appreciated Vodafones Network or Customer Service or Offers

Critical Reviews
Vodafone Users had complaints regarding untimely promotional calls Blackberry- Vodafone users complained about the high data usage bills

People were not satisfied with customer care service No 24X7 dedicated helpline for Vodafone Blackberry users as provided by Airtel- Blackberry users.

CONQUEST 2012
Presented By: Abhishek Bhalla Ankit Pandey Arun Shankar Garvita Khanna Kaaran Dhar Ragini Kate Zoya Mehani