by September 2, 2011 0 comments

An Airtel story across both segments-100-499 and 500-1000 employee-organizations-and it duly tops the Users’ Choice Club for this category. The second spot in the 100-499 segment is taken up by VSNL/Tata Indicom but it has a lot of catching up to do with the leader. Moreover, it faces stiff competition from BSNL. Reliance Infocomm and MTNL make up the rest of the pack. In the larger segment, the race for the second spot is a little more tight with MTNL topping BSNL and Reliance Infocomm. The brand loyalties are very high across both segments, possibly due to intense competition.

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Further, within the 100-499 segment, Airtel enjoys the the highest ToM (top of mind) recall of 37% amongst all users. What’s even more heartening for the brand is that 53% of users of other brands are likely to shift to it in the near future. The combined ToM recall for BSNL and MTNL is also a healthy 31%. But they share a concern with just 6% of other users likely to move to their services in future. Reliance fares better here as with a ToM recall of just 9% it can still expect 18% new customers in the near future. The scenario remains the same for all brands in the 500-1000 segment and Airtel even betters its performance with 64% likely to shift to it.

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Dwelling on the reasons for current brand ownership within the 100-499 segment, Airtel’s gets more votes for its brand value as compared to VSNL/Tata Indicom. However, the latter scores more for its after sales support. The scenario in the 500-1000 segment shows Airtel getting more votes in brand value over MTNL and also better ratings for its after sales support. Now looking at future preferences, users in the 100-499 employee segment are likely to prefer Airtel again for its brand value and better initial pricing. However, those likely to choose VSNL/Tata Indicom shall do so for better reliability of its products.

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