Five service providers made it to the Users' Choice Club 2010, which is 2 less when compared to the previous year. The winner in this segment is Bharti/Touchtel/Airtel. In top of mind recall, we found that second position holder BSNL inches ahead of Bharti/Touchtel/Airtel at 29% while the latter is at 26%. When we compare the above data with last year it is clear that VSNL/Tata Indicom has lost ground to other players.
Bharti/Touchtel/Airtel is ahead of others when it comes to future brand preferences in all reasons except for after sales service/support. Whether it's brand name, product reliability, or initial price, Bharti has the highest percentage of users giving th ese reasons to opt for it in the future. Next favorite is VSNO/Tata Indicom in product reliability and initial price. BSNL has its brand name going for it as a possible reason for future purchase.
|Users' Choice Club 2010|
|Bharti jumps from 5th place in 2009 to top the club this year. BSNL and Reliance retain their positions.|
|Future Brand Preference Reasons|
|Brand name, reliability and initial price are the key reasons for preferring Bharti while VSNL scores on service.|
Process manufacturing, Education, and Services are three verticals where Bharti/Touchtel/Airtel has complete dominance; Bharti is also strong in BFSI where it loses narrowly to BSNL. Healthcare and Communications media are other two verticals where BSNL has very strong brand perception. VSNL/Tata Indicom is dominant in Comm & Media, IT/ITeS, healthcare industries.
|Brand Loyalty 2010 vs 2009|
|All brands score well here and have improvised their brand loyalty as compared to 2009.|
In discrete manufacturing, Reliance Infocomm seems to be the number one choice. North and south zones are dominated by the winner Bharti but it needs tremendous improvement in east where BSNL is on top. West zone is dominated by VSNL.
An interesting trend we found in this segment is that brand loyalties are very high across all brands, and all of them have seen a gain over the last year. Bharti has the highest brand loyalty at 87% followed by Reliance Infocomm at 86%.