Brand Scorecard is a periodic study undertaken to track a brand's performance at all key ‘consumer-brand interaction' milestones such as ad recall, brand recall, brand royalty and usage habits. The study is indispensable for those aiming to compete for future market shares.This particular study helps in understanding brand's current performance in the Online Share trading category

1. JuxtConsult Brand ScoreCard TM
How ‘ready’ is your brand to compete for future market shares!
Airtel
Category: Mobile Services
October-November 2008

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

3. Brand Momentux™ Map
Brand Momentum
2.0
Mass Driven
Airtel Size
Vodafone
1.5 BSNL Idea
Brand Mass
Reliance
Aircel Tata Indicom
BPL mobile
1.0 MTNL Spice Speed Driven
Virgin
0.5
0.0 0.5 1.0 Brand Speed 1.5 2.0
Logarithmic scale

4. Product Brand Perceptual Map
1.0
Airtel
GSM Pre-paid
.5 BSNL
BPL Mobile
Aircel
CDMA Post-paid
0.0
Tata Indicom
Idea
Reliance
-.5 CDMA Pre-paid
GSM Post-paid
Attribute
-1.0
Vodafone
-1.5
-1.0 -.5 0.0 .5 1.0 1.5 2.0
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

5. Attribute Brand Perceptual Map
1.5
Widest range of VAS features Efficient & helpful billing dispute resolution
1.0
Highly satisfied with past usage BSNL
Widest range of tariff plans
Lowest domestic call tariffs (local, STD)
.5 Tata Indicom
Vodafone
0.0 Least call drops, dead zones
Reflects my style and status the best Best customer service staff
Virgin Idea Airtel
Lowest ISD call tariffs
Widest range of pre-paid recharge amounts Best network coverage nationwide
Best customer service
-.5 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
Attribute
-1.0
Best signal and network strength on roaming Reliance
-1.5
-3 -2 -1 0 1 2
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

7. 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-à-
vis the competing brands

8. 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 Likely to Buy (share of preference)
Brand Pull Brand Loyalty
Brand use currently
Brand Switch Brand Repeat Purchase (share of consumers)
Likely Switchers (Net) Likely Loyal Users
Brand Momentum

9. Key Brand Scorecard Measures!
Brand Sustenance Ratio of TOM Brand Recall
TOM Ad Recall
How much does the brand transcend the ad
Ratio of Intention to Purchase Brand
Brand Persuasion
Spontaneous Brand Recall
How persuasive is the brand story
Brand Pull Ratio of Likely Switch-ins to the Brand
Likely Switch-outs from the Brand
Brand’s ability to attract new/competitive brand consumers
Brand Loyalty Ratio of Likely to Continue Buying the Brand
How much is the brand retaining its existing consumers Total Current Users of the Brand

10. Key Brand Scorecard Measures!
Secondary Brand Share Total Current Users of the Brand
Total Current Users of the Category
Brand share on multiple brand usage basis
Primary Brand Share Preferred Current Users of the Brand
Total Current Users of the Category
Brand share on most-preferred brand usage basis
Brand MomentuxTM Brand Mass x Brand Speed Accelerators
Current Users x Brand Persuasion factor, Brand Pull
Brand’s competitive-readiness for future market shares
factor, Brand Loyalty factor

11. 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 socio-
economic strata’ in 40 cities representing ‘all town classes’ by population size)

12. Respondent Profile – Mobile Services
October-November 2008
Demographic Attributes Brand Scorecard Respondent Profile
(Sample – 1,092)
Gender Male 71%
Female 29%
Age Distribution Below 13 years Not included in study
13-18 years 10%
19-24 years 30%
25-35 years 36%
36-45 years 16%
Above 45 years 7%
City Type Up to 1 Lakh 31%
(Population Size) 1-10 Lakhs 21%
10 Lakhs plus 48%
Region-wise Distribution North 23%
East 8%
South 29%
West 40%

13. Respondent Profile – Mobile Services
October-November 2008
Demographic Attributes Brand Scorecard Respondent Profile
(Sample – 1,092)
Socio-economic Classification SEC - A 21%
SEC - B 33%
SEC - C 29%
SEC - D 12%
SEC - E 5%
Monthly Household Income Up to Rs. 10,000 45%
Rs. 10,000 – Rs. 30,000 37%
Rs. 30,000 – Rs. 50,000 8%
Above Rs. 50,000 10%
Most Expensive Vehicle in the HH 4-wheeler 12%
2-wheeler 50%
Bi-cycle / others 20%
Don't own any vehicle 18%

14. 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

15. JuxtConsult Brand ScoreCard Track TM
Pricing of Reports
One Time Report* Annual Subscription*
(1 month report) (12 monthly reports)
Rs. 75,000 Rs. 360,000
* 12.36% service tax extra
• Payment Terms : One Time Report: 100% advance
: Annual Subscription: 50% advance, 50% at 6 months
• Delivery Timeline : First Report: 1 week from date of order
: Monthly Reports: Every month end (by 30th)
• Report Delivery Format : PDF

16. Contact Details
• Address : 3, Kehar Singh Estate, 1st Floor, Westend
Marg, Lane 2, Said-ul-Ajaib, New Delhi – 110030
• Telephone : +91-11-29535098, +91-9811256502
• Contact Person : Sanjay Tiwari
• Email : sanjay@juxtconsult.com
• Website : www.juxtconsult.com

17. Thank You!