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CHAPTER 1
INTRODUCTION
Telecom Industry in India:
The telecom industry is one of the fastest growing industries in India. India
has nearly 200 million telephone lines making it the third largest network
in the world after China and USA. With a growth rate of 45%, Indian
telecom industry has the highest growth rate in the world.
Much of the growth in Asia Pacific Wireless Telecommunication Market is
spurred by the growth in demand in countries like India and China. Indias
mobile phone subscriber base is growing at a rate of 82.2%.
China is the biggest market in Asia Pacific with a subscriber base of 48%
of the total subscribers in Asia Pacific. Compared to that Indias share in
Asia Pacific Mobile Phone market is 6.4%. Considering the fact that India
and China has almost comparable populations, Indias low mobile
penetration offers huge scope for growth.
History of Indian Telecommunications:
Started in 1851 when the first operational land lines were laid by the
government near Calcutta (seat of British power). Telephone services were
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introduced in India in 1881. In 1883 telephone services were merged with
the postal system. Indian Radio Telegraph Company (IRT) was formed in
1923.
After independence in 1947, all the foreign telecommunication companies
were nationalized to form the Posts, Telephone and Telegraph (PTT), a
monopoly run by the government's Ministry of Communications. Telecom
sector was considered as a strategic service and the government considered
it best to bring under state's control.
The first wind of reforms in telecommunications sector began to flow in
1980s when the private sector was allowed in telecommunications
equipment manufacturing. In 1985, Department of Telecommunications
(DOT) was established. It was an exclusive provider of domestic and long-
distance service that would be its own regulator (separate from the postal
system). In 1986, two wholly government-owned companies were created:
the Videsh Sanchar Nigam Limited (VSNL) for international
telecommunications and Mahanagar Telephone Nigam Limited (MTNL)
for service in metropolitan areas. In 1990s, telecommunications sector
benefited from the general opening up of the economy. Also, examples of
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telecom revolution in many other countries, which resulted in better quality
of service and lower tariffs, led Indian policy makers to initiate a change
process finally resulting in opening up of telecom services sector for the
private sector.
National Telecom Policy (NTP) 1994 was the first attempt to give a
comprehensive roadmap for the Indian telecommunications sector. In 1997,
Telecom Regulatory Authority of India (TRAI) was created. TRAI was
formed to act as a regulator to facilitate the growth of the telecom sector.
New National Telecom Policy was adopted in 1999 and cellular services
were also launched in the same year.
Telecommunication sector in India can be divided into two segments:
Fixed Service Provider (FSPs), and Cellular Services. Fixed line services
consist of basic services, national or domestic long distance and
international long distance services. The state operators (BSNL and
MTNL), account for almost 90 per cent of revenues from basic services.
Private sector services are presently available in selective urban areas, and
collectively account for less than 5 per cent of subscriptions. However,
private services focus on the business/corporate sector, and offer reliable,
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high- end services, such as leased lines, ISDN, closed user group and
videoconferencing. Cellular services can be further divided into two
categories: Global System for Mobile Communications (GSM) and Code
Division Multiple Access (CDMA). The GSM sector is dominated by
Airtel, Vodfone-Hutch, and Idea Cellular, while the CDMA sector is
dominated by Reliance and Tata Indicom.
Opening up of international and domestic long distance telephony services
are the major growth drivers for cellular industry. Cellular operators get
substantial revenue from these services, and compensate them for reduction
in tariffs on airtime, which along with rental was the main source of
revenue. The reduction in tariffs for airtime, national long distance,
international long distance, and handset prices has driven demand.
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CHAPTER 2
COMPANY PROFILE
Company Information
As India's leading GSM Mobile Services operator, IDEA Cellular
has licenses to operate in 11 circles. With a customer base of over 10
million, IDEA Cellular has operations in Delhi, Maharashtra, Goa, Gujarat,
Andhra Pradesh, Madhya Pradesh, Chattisgarh, Uttaranchal, Haryana, UP-
West, Himachal Pradesh and Kerala. IDEA Cellular's footprint currently
covers approximately 45% of India's population and over 50% of the
potential telecom-market.
As a leader in Value Added Services, Innovation is central to IDEA's VAS
Factory. It is the first cellular company to launch music messaging with
'Cellular Jockey','Background Tones', 'Group Talk', a voice portal with 'Say
IDEA' and a complete suite of Mobile EmailServices.
A frontrunner in introducing revolutionary tariff plans, IDEA
Cellular has the distinction of offering the most customer friendly and
competitive Pre Paid offerings, for the first time in India, with'Super
Power', 2 Minutes Outgoing Free, Lifelong offerand other segmented
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offerings like Women'sCard. 'Lifetime Idea'is the first and only loyalty
program, for pre paid customers, introduced by a Cellular brand.
Customer Service and Innovation are the drivers of this Cellular Brand. A
brand known for their many firsts, Idea is only operator to launch
GPRSand EDGE in the country.
The latest feather in Idea's cap is GSM Association Award for
CARE. It is the second GSM Association award that Idea has won, the
first one being for Bill Flash.
Idea Cellular is part of the Aditya Birla Group, which is India's first
truly multinational corporation. Global in vision, rooted in Indian values,
the group is driven by a performance ethic pegged on value creation for its
multiple stakeholders.
The combined holding of the Aditya Birla Group companies in Idea
stands at around 57 per cent. With ambitious future plans, the company is
poised for rapid growth.
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MISSION
The Indian telecommunications market for mobile services is
divided into 23 Circles. There are four metropolitan Circles, covering
the cities of Mumbai, Delhi, Kolkata and Chennai, and 19 Circles classified
by the Government as category A, category B or category C, which
cover the rest of India. These classifications are based principally on a
Circles revenue generating potential, with metropolitan and category A
Circles having the highest revenue potential.
Established Circles
IDEA operate in the metropolitan Circle of Delhi, the category A
Circles of Andhra Pradesh, Gujarat and Maharashtra, and the category B
Circles of Haryana, Kerala, Madhya Pradesh and Uttar Pradesh (West).
Licenses for the Maharashtra and Gujarat Circles were awarded to us
in December 1995, with network rollout and commercial launch achieved
in 1997. Subsequently, in January 2000, we merged with Tata Cellular
Limited, the mobile operator in the Andhra Pradesh Circle, and integrated
its operations into ours by January 2001. In February 2001, we acquired
RPG Cellcom Limited, the mobile operator in the Madhya Pradesh Circle,
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with full integration of this Circle with ours achieved by June 2001. We
acquired the license for the Delhi Circle during the fourth mobile license
auction in October 2001, with network rollout and commercial launch by
November 2002. Escotel Mobile Communications Private Limited
(Escotel), which we acquired in January 2004, was awarded the original
licenses in the Circles of
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MANAGEMENT HIRERKEY
Board of Directors
Mr. Kumar Mangalam Birla (Chairman)
Smt. Rajashree Birla
Mr. M.R. Prasanna
Mr. SaurabhMisra
Mr. Sanjeev Aga (Managing Director)
Mr. ArunThiagarajan
Ms. TarjaniVakil
Mr. Mohan Gyani
Mr. Biswajit Anna Subramanian
Mr. GianPrakash Gupta
Management Team
Corporate Leadership Team
Mr. Sanjeev Aga, Managing Director
Mr. Anil J. Jhala, Chief Financial Officer
Mr. Anil K. Tandan, Chief Technology Officer
Mr. Prakash K. Paranjape, Chief Information Officer
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Mr. PradeepShrivastava, Chief Marketing Officer
Mr. Amar Babu R K, Chief Service Delivery Officer
Mr. Vinay K. Razdan, Chief Human Resource Officer
Mr. Rajat K. Mukarji, Chief Corporate Affairs Officer
Mr. Rajesh K. Srivastava, Chief Materials & Procurement Officer
Mr. Ambrish Jain, Chief Operating Officer, Corporate
Mr. HimanshuKapania, Chief Operating Officer, Corporate
Circle Heads
Mr. IyerSubbaraman S., Chief Operating Officer, Andhra Pradesh
Mr. RajendraChourasia, Chief Operating Officer, Delhi & NCR
Mr. Gururaj D. Kulkarni, Chief Operating Officer, Gujarat
Mr. Cherian Peter, Vice President - Operations, Haryana & Himachal
Pradesh
Mr. T. G. B. Ramakrishna, Chief Operating Officer, Kerala
Mr. S. Sashi Shankar, Chief Operating Officer, Madhya Pradesh
&Chattisgarh
Mr. P. Lakshminarayana, Chief Operating Officer, Maharashtra & Goa
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Mr. ViradKaul, Chief Operating Officer, Uttar Pradesh (West)
Mr. Subodh K. Srivastav, Vice President - Operations, Uttar Pradesh
(East)
Mr. Puneet Krishnan, Vice President - Operations, Rajasthan
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CoverageIdea Cellular Ltd has seen phenomenal growth since its inception.
Idea Cellular's footprint idea is to first achieve critical mass, then drill deep
instead of spreading thin.
In keeping with this, the company has been providing excellent service to
its subscribers in various states. It controls a portfolio of India's most
attractive and contiguous telecom geographies, including the circles of
Andhra Pradesh&Delhi (inclusive of NCR), Gujarat, Haryana,
Himachal Pradesh, Kerala, Madhya Pradesh &Chattisgarh,
Maharashtra & Goa (excluding Mumbai), Rajasthan, Uttar Pradesh
(W), Uttar Pradesh (E). With a footprint dominating the map of India,
Idea Cellular accesses over 60% of India's total telephony potential. The
company is now poised to launch its services in new circles - namely
Mumbai and Bihar.
Idea Cellular Ltd, however, does not believe only in increasing
geographic footprint - it also drills deep and successfully attempts to
provide excellent network coverage in all its circles of operations.
Brand Information
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The brand Idea
It is almost impossible to disintegrate brand Idea from the corporate
Idea. Brand values are the company values and vise versa.
Brand Vision: It goes without saying that the brand vision of idea mirrors
the companys vision. The brand mission statement is...... To be the most
customer-focused mobile service brand, continuously innovating to help
liberate our customers from the shackles of time & space.
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IDEA - Brand Values
Innovate. Stimulate. Liberate....
It is these brand values, which have made us a formidable player in the
telecom industry. Innovations that stimulate the customer and liberate him
from the shackles of time and space are the core of our brand. This is what
we strive for. Nothing more, nothing less, nothing else.
IDEA - Brand Mission
The India footprint Idea
Anywhere connectivity - bringing India closer.
The Technology Advantage Idea
Tomorrow's technology to enrich today.
The Customer Focus Idea
Make a single interaction a lasting relationship.
The Employee Focus Idea
Nurture the roots that nurture our ideas.
Brand Initiatives
Our aim, through media buying and planning, is to create year round
impact. With the objective of strengthening our brand, we work with
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strategic communication partners on campaigns like sponsorship of the
Idea International Indian Film Academy awards and the television
programs Idea Rocks India, Idea Star Singer and Idea Andhra Idol.
We seek engagement with subscribers on a variety of levels, from major
celebrity fashion shows to small local events timed to coincide with new
product offerings.
Since August 2003, we have commissioned a Brand Track Index
Study to evaluate the health of our brand. The Brand Track Index Study is
a monthly study conducted by TNS, a marketing consultant engaged by us
to evaluate our brand using face-to-face interviews on a random sample of
mobile users a well as those intending to purchase mobiles within the next
three months. According to the study our brand is perceived as
reliable/trustworthy and one that offers cheaper and good promotional
offers. We have improved our rating in the Brand Track Index calculated
by the study in the past year reflecting, we believe, the growing strength of
our brand.
The main communication medium for the Idea brand is television,
where we seek strategic Idea brand coverage in various formats. Billboards
and hoardings are used as a secondary medium, customized for specific
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regional preferences to communicate effectively at the local level. We also
use other mass communication media such as the press and radio to
communicate price plans and other tactical and customer information.
All our key initiatives are subjected to a rigorous testing and launch
process to ensure accountability for all advertising spend and improve the
chances of success of a new product. This process is followed up with
extensive briefing of call center agents and sales personnel and real-time
tracking of the impact of the communication and feedback from
subscribers.
Our Values
Values We Value :
Integrity - Honesty in every action
At Aditya Birla Group, Integrity is defined as: Acting and taking decisions
in a manner that is fair, honest, following the highest standards of
professionalism and also perceived to be so. Integrity for us means not only
financial and intellectual integrity, but in all other forms as are commonly
understood.
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Key words that connote Integrity are:
Ethical
Truthful
Principled
Transparent
Upright
RespectfulCommitment - deliver on the promise
At Aditya Birla Group Commitment is defined as: On the foundation
of integrity, doing whatever it takes to deliver value to all stakeholders. In
the process, taking ownership of our actions and decisions, those of our
team and that part of the organization that we are responsible for.
Key words that connote commitment are:
Accountability
Discipline
Responsibility
Resultorientation
Self-confidence
ReliabilityPassion - energized action
At Aditya Birla Group Passion is defined as: A missionary zeal
arising out of emotional engagement with the organization that makes work
joyful and inspires each one to give his or her best. Relentless pursuit of
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goals and objectives with the highest level of energy and enthusiasm, that
is voluntary and spontaneous.
Key words that connote passion are:
Intensity
Innovation Transformational
Fire-in-the-belly
Inspirational
Deep sense of purpose
Seamlessness - boundryless in letter and spirit
At Aditya Birla Group, Seamlessness is defined as:
Thinking and working together across functional silos, hierarchies,
business and geographies. Leveraging the available diversity to garner
synergy benefits and promote openness through sharing and collaborative
efforts.
Key words that can note Seamlessness are:
Teamwork
Integration
Involvement
Openness
Global
Learning from the best
Empowering.
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Speed-onestep ahead always
At Aditya Birla Group, Speed is defined as: Responding to internal and
external customers with a sense of urgency. Continuously seeking to crash
timelines and choosing the right rhythm to optimize organization
efficiencies.
Key words that can note Speed are:
Response time
Agile
Accelerated
Timelines
Nimble Prompt
Proactive
Decisive
Our Promoters
The Aditya Birla Group is India's first truly multinational corporation.
Global in vision, rooted in Indian values, the Group is driven by a
performance ethic pegged on value creation for its multiple stakeholders.
Its 66 state-of-the-art manufacturing units and sectoral services span India,
Thailand, Indonesia, Malaysia, Philippines, Egypt, Canada, Australia and
China.
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SWOT ANALYSIS
STRENGTHS
Cost advantage
Current leaders in quality service
Largest distribution network
Ability to constantly innovate
Highly skilled workforce
Entrepreneurial zeal
Ideal increased equity and market cap.
WEAKNESSES
To prove credibility
Price pressures
Need for Government support
Awareness
Sales and Marketing
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OPPORTUNITIES
To sustain passion and commitment
Idea market share increasing at other service provider expense. Thus
opportunity to wipe it out.
Attain higher value services
Collaborative business needs to be explored
Vertical repeatable solutions.
Low penetration level in rural markets.
THREATS
Foreign investment
Global trends moving from GPS to WLL.
Lack of global parity in telecom tariff
Other competition
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Chapter 3
OBJECTIVES
The objectives of the study are -
.
To understand Marketing and Advertisement Strategy of Idea
Cellular.
To understand the customer purchase decision behavior about the
telecom sector and his preferences.
To understand the level of customer satisfaction in idea.
To understand the needs of different consumer segments.
To understand the retailer satisfaction in idea.
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SCOPE OF THE STUDY
The project under taken was to study Marketing strategy of Idea Cellular in Meerut .
As per this study I analyzed : Brand Recall of Idea, Effect of Advertising on Consumer
Attitude, Consumer Perception about Idea, and Present Advertising Strategy of Idea.
Our study area was Meerut . My study is helpful for many players in Telecom to make
following strategies related to advertising for any particular company: -
Advertising strategy according to the age of final users.
To analyze the brand recall of other products in the same segment.
To analyze the perception of consumers related to ads of durables.
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CHAPTER 4
LITERATURE REVIEW
Marketing Research Process
Step1: Define the problem, the decision alternatives, and the research
objectives
There are many brands available in market like Airtel, Vodafone, Tata,
Reliance and Virgin. So, if any of these mobile operators give new schemes in
Market
Research
Process
1. Define theproblem, thedecision
alternatives, andthe researchobjectives.
2. Develop the
Research plan
3. Collect the
Information
4. Analyze the
Information
5. Present the
Findings
6. Make the
Decision
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less price then customers easily get attract from the scheme and switch over
from our brand.
Step2: Develop the research Plan
The second stage of marketing research requires developing the most efficient
plan for gathering the required information. This involves decision on the data
sources, research approaches, research instruments, sampling plan and contact
methods. So the research we will select questioner method i.e. we will prepare
questioner and do the research.
Sampling plan: After deciding on the research approach and instruments, the
marketing researcher must design sampling plan. These call for 3 decisions.
1. Sampling Unit: Who should we survey?In Idea Cellular the target consumer is the consumer of age between 15 to
60 years.
2. Sample Size: How many people should we survey?In this step marketer decides from which area and number of sample they
take for research. For e.g. the researcher decides to take the sample of 200
respondents from the society.
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3. Sampling procedure: how should we choose the respondents?After the researcher has decided the sample unit and sample size they
should decide how should be choose the respondents. There are two
sampling procedure.
Probability sample: it means he gives equal chance to all the
respondents.
Non probability sample: it means unequal chance to the
respondent.
And for the researcher non probability sample is easy to reach to the
respondents for his research process. Research will choose non probability
sample and in this process he will choose convenient sample i.e. the
researcher select the most assessable population members.
Step3: Collect the information
The data collection phase of marketing research is the most expensive and
the most prostrate to error. Today is the era of computer technology and so
the researcher will use computer technologies i.e. new researcher software,
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internet etc. and face to face methods for fill up the questionnaire and
gather the information.
Step4: Analyze the information
The next step in the process is to extract findings by analyzing the
information and developing frequency distribution. The researchers now
compute averages and measures of dispersion for the major variables and
apply statistical techniques and decision models in the hope of discovering
additional findings.
Step5: Present the findings
As the last step, the researcher presents findings relevant to the major
marketing decisions facing management. Researchers increasingly are
being asked to play a consulting role in translating data and information
into recommendations. They are also considering ways to present research
findings in as understandable and compelling a fashion as possible.
Step6: Make the decision
The study conducted is a conclusive descriptive statistical study; the
researcher comes to the decision which is precise and rational. The study is
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conclusive because after doing the study the researcher comes to a
conclusion regarding the position of the brand in the minds of respondents
of different firms groups. The study is statistical because throughout the
study all the similar samples are selected and group together. All the
similar responses are taken together as one and their percentages are
calculated.
Thus, this conclusive descriptive statistical study is the best study for this
purpose as it provides the necessary information which is utilize to arrive at
a concrete decision
Forecasting and Estimating Demand
One main reason for undertaking marketing research is to identify market
opportunities for our product. Once the research is completed, company
must forecast size, growth and profit for market opportunities.
1. Measure of Market Demand: Potential Market:
Potential market is the set of consumers who acknowledge a sufficient
level of interest in a market. So many people use mobile phones and have
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interest in purchase of new simcard for new mobile phones as well as old
mobile phones for experience a new services and schemes. So the potential
market of idea cellular is large.
Available Market:
Available market is the set of consumers who have interest, income, and
access to particular offer. The price of idea simcard is reasonable with
lower call rates and new schemes. So that customers attract from idea
simcard and so the available marker of idea simcard is large.
Qualified Available Market:
Qualified available market is the set of consumer who have interest,
income, access and qualification for the particular product. As the idea
simcard does not require any such qualification so there is no need for the
idea simcard for this market.
Target Market:
Target market is the set of qualified available market the company decides
to pursue. The Idea Cellular Services might decide to concentrate its
marketing and distribution effort on particular area or particular villages
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where the network of idea cellular is not available. So the Idea Cellular
decides to put its effort for Idea Cellular Services in particular areas or
villages. Now a day Idea Cellular has started to give a new network towers
in small villages for choosing their target market.
Penetrated Market:
Penetrated market is set of consumers who are buying the companys
product. As the Idea Cellular made its effort on small villages and some
particular areas and in India most of the people especially young
generation wants new schemes and less call rates and also new sms
schemes and Idea Cellular provides all these facilities in lower cost as
compare to other one. So the penetrated market of the Idea Cellular is also
large.
2. Estimating Current Demand:Researcher is now ready to examine some of methods for estimating
current market demand. Marketing executives want to estimate total market
potential, area market potential and total industry sales and market share.
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Total Market Potential:
Total Market Potential is the maximum amount of sales that might be
available to all the firms in an industry during a given period, under a given
level of industry marketing effort and environment conditions. A common
way to estimate total market potential is as follows:-
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Total Market Potential = Potential No. of Buyers X Average
Quantity Purchased By a Buyer X Price
For e.g.:
Total Market Potential = 20000 buyers X 1 simcard X Rs. 30
= Rs. 6,00,000 Total Market Potential
Area Market Potential:
Companies face the problem of selecting the best territories and allocating
their marketing budget optimally among these territories. Therefore, they
need to estimate the market potential of different districts, towns, cities,
states, and nations. Two major methods of assessing area market potential
are available: the market builds up method, which is used primarily by
business marketers, and the multiple-factor index method, which is used
primarily by consumer marketers.
The marketer has decided to use Market-Buildup Method as this method
gives accurate result.
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Consumer Buying Behavior Factor
Affecting To Product
Consumer behavior is the study of how individuals, groups, and
organization select, buy, use and dispose of goods, services, ideas or
experience to satisfy their needs and wants.
A consumers buying behavior is affected by cultural and social factors.
Cultural Factors:
Culture: As in Idea Prepaid Simcards, the cultural factor is not affecting
much.
Social class: Social class includes lower class, middle class and upper
class. This sometimes affects the demand of the Idea Prepaid Simcard,
because these all categories people mostly prefer Idea Prepaid Simcard
because of lower call rate in reasonable charges. So it affects to the demand
of the Idea Prepaid Simcard.
Social Factors:
Social factors such as reference groups, family, and social roles and
statuses affect consumer buying behavior.
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Reference group: The reference group is that who connected or daily
communicate with each other like family, friends, neighborhood, relatives
etc. So because of this reference group they provide the information of Idea
Prepaid Simcard like services and other facilities, by knowing some of the
good features and services by reference group of this product person can
easily influenced by them and so that the demand of the product also
increase.
Family: The family is the most important consumer buying organization in
society, and family members constitute the most influential primary
reference group. In family if some one using the service of Idea Prepaid
Simcard than the other members is influenced by the family members and
also use the service of Idea Prepaid Simcard.
Status: One of the advertisement campaign is Aaj Se Koi Bi Apne Nam
Se Nahi Jana Jayega. From this campaign many high level people and
also politicians using Idea Prepaid Simcard because of adding value in
their status. So status also affect in increasing in demand.
Personal Factors:
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Age and stage in the life cycle: This affects much when a students in
their schooling they dont want much services and schemes in prepaid
simcards, but after passing their schooling they entered in college and so
that at that time they wants more services and schemes in reasonable price
for connecting with friends and relatives or increase their contacts. So this
factor is much affects on demand of Idea Prepaid Simcard.
Occupation and economic circumstances: This also affects the demand
because in any occupation company have a more contacts with customers,
suppliers etc. so that they wants to connected with their suppliers and
customers and so that they want less call rate in reasonable price. So
occupation and economic circumstances are also affects the demand of the
Idea Prepaid Simcard.
Personality and self concept: This has also affect on the demand of the
Idea Prepaid Simcard because a person has its own view point of selecting
the product and if does not like the Idea Prepaid Service he may switch
over to the other prepaid simcard.
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Lifestyle and values: It also affects the demand of the Idea Prepaid
Simcards because persons lifestyle and its value play a great role in
choosing any product.
Identify Market Segment of the Product
We can segment any product into Geographic, Demographic,
Psychographic and Behavioral. So the market segment of Idea Prepaid
Simcard is as below.
Geographic:
Region: Idea GSM services are licensed in 13 circles of India, so that these
services are used by people in different circles and also used by different
region people.
City: Idea Prepaid Simcard is used in metro city, mega city and also in
small villages because of reasonable prices and also offered many schemes
for people in less monthly rental.
Demographic:
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Age: Idea Prepaid Simcard is used by age group of 15 to 55 years. Now-a-
days this prepaid service is also used by below this age group.
Family size: We can also segment our product based on family size
because if the family size is large and if they are using more mobile phones
in family for connected with each other then they also using prepaid
services.
Income: Income is not much affects in segmenting the market because
price of Idea Prepaid is reasonable and the lower class people also afford it.
Occupation: Occupation also affect in segmenting the market because
Idea Prepaid simcard is only not used by lower class and middle class
people but also used by higher class people who have their own business.
Education: Education does not affect the segment of the Idea Prepaid
Simcard because Idea Prepaid Simcard has been used by educated people
as well as uneducated people.
Psychographic:-
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Lifestyle: Lifestyle also affects in segmenting the market. So the marketer
while segmenting the market of Idea Prepaid should keep this in his mind,
because high class people also using this service.
Personality: Personality does not affect the Idea Prepaid Service in
segmenting his market.
Behaviour:
Behviour does not affect in segmenting the market.
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Select Brand Element for Product
There are six main criteria for choosing brand elements. The first three-
Memorable, Meaningful, and likeable are brand building. The latterthree
are Transferable, Adaptable, and Protectable are defensive.
Memorable: How easily is the brand element recalled and recognized?
Idea Cellular is having a reputed telecommunication service, and having a
good logo. Idea Cellular Service has a good punch line An Idea Can
Change Your Life and For the People, By the People which is very
easy in recall it.
Meaningful: Is the brand element credible and suggestive of the
corresponding category? Idea Cellular Service is having a punch line An
Idea Can Change Your Life means new ideas gives you new life for
enjoyment and success.
Likable: Idea Prepared simcard liked by most of the people and most of
the people wants to use it because of good service provide by them in
affordable price.
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Adaptable: Idea Cellular Service is providing two services i.e. prepaid and
postpaid. So when people can here these two services of Idea Cellular then
they easily recall the name of Idea Cellular Service.
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Develop Product Life Cycle
Introduction: In the initial stage Idea Cellular was introduced in all the
major cities of India. There were many competitors in the tele-
communication business, which provided the line-based connection and
wireless connection whereas Idea Cellular provided the wireless
connections to the customers. So profits are nonexistent because of the
heavy expenses on giving schemes of service introduction. In the case of
Idea Prepaid Service as it was introduced in the year 1995 so it was the
introduction stage.
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Growth: In the growth stage, the Idea Cellular sales started growing. And
the profits also started rising. Idea Prepaid Service growth stage was year
2002 because by the 2002s, Idea Prepaid got the 1 million subscribers, and
in 2005 it crossed 5 million subscribers.
Maturity: Idea Cellular is right now in the maturity stage, because they
have got most of the market share. There has also been an increase in
competition; new companies like Reliance GSM, Aircel etc. also enter into
the market. The Idea Cellular had made not only the service modification,
but also extend their market.
So, we can say that Idea Cellular is today on its maturity stage of its
product life cycle.
Differentiate your Product from Competitors in the market
Differentiation is actually differentiating the market offering to create
superior customer value, once a company has chosen a desired position it
must take strong strips to deliver and communicate that position to target
consumers. The company entire marketing program should support the
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chosen positioning strategy. Idea Cellular has differentiation its products
by doing different activities as follows:
Price affordability
Hire famous personalities
Only company offers package for ladies
Roaming facilities in affordable charges
Idea Cellular PCO
Now we can differentiate Idea Cellular from competitors in the market as
below.
Brand Name: As compared with its competitors Idea Cellular is having
good brand name in the market and they can easily attract their target
customers by their name and which is most important for differentiate
brand from competitors.
Preferences: As prepaid simcard users uses the simcards as per their
convenient. Most of the people want more schemes and less call rates in
reasonable prices. So that customer can choose services as per their choice
and preference.
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Promotion: Idea cellular Ltd. is using promotion strategy for increase the
sales and demand of the product. They are giving schemes like free sms
services, GPRS service, less call rates etc. in reasonable monthly rental so
that customer can easily attract from this promotional schemes.
Classify the Product
Marketers have traditionally classified products on the basis of durability,
tangibility and use (consumer or industrial). Each product type has
appropriate marketing-mix strategy.
Durable and tangibility:
Durability: Idea Prepaid Simcard is durable goods because it is not
purchased by the buyers on regular basis.
Services: Services are intangible, inspirable, variable and perishable
products. As a result they normally required more quality control, supplier
credibility and adaptability. As in Idea Prepaid Service they provides VAS
(Value Added Service), Roaming facilities etc.
Consumer Goods Classification:
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We classify the vast array of goods consumers buy on the basis of
shopping habits. We distinguish among convenience, shopping, specialty
and unsought goods.
Convenience goods: In convenience goods the Idea Prepaid Simcard is
impulse goods because it is purchased without any planning and such
efforts.
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Long Term Pricing Strategy
a) At what stage in the life cycle is the product?Idea Cellular is right now in the maturity stage, because there has also been
an increase in competition; new companies like Reliance GSM, Aircel etc.
also enter into the market.
b)What is its current price?The current price of Idea Prepaid Simcard is Rs. 30. In this price they gave
Rs. 10 talk time and life time validity because of more competition in
market.
c) What price do its competitors charge?The competitors of Idea Prepaid are also giving this all facilities in same
price of Rs. 30. Competitor like Vodafone is giving free prepaid simcards
with Rs. 10 talk time and lifetime validity for increasing in users of their
services.
d)What prices will you charge in the remaining stages of the productlife cycle?
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Right now Idea Cellular is in the stage of maturity, but if this fall into
decline stage than I have also reduce the price as per the competitors price
and give more schemes. Because of this price I will increase my sales and
users of our product.
e) What objectives will be accomplished this way? How? To increase the market share
To achieve high return on capital
To increase awareness of the product in market
To fight with competitors
Marketing Channel
The marketing channel of Idea Cellular is as below.
In this channel first manufacture produce the simcards and then they sent to
the wholesaler as per the order. Wholesalers send to the retailers and
shopkeepers and then lastly retailer sales to customer.
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PULL Strategy is develop by the Idea Cellular. As Idea Cellular is very
known brand and is punch line is For the People, By the People and
An Idea Can Change Your Life which is very good thats why
Penetrated Market consumer know about that and they ask about Idea
Prepaid Simcards.
Distribution Strategy
There are three types of distribution strategies.
1. Exclusive distribution
2. Selective distribution
3. Intensive distribution
Exclusive Distribution: Exclusive distribution means severely limiting the
number of intermediaries. It is appropriate when the producer wants to
maintain control over the service level & outputs offered by the resellers &
it often includes exclusive dealings arrangement by granting exclusive
distribution, the producer hope to obtain more dedicated & knowledgeable.
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Selective Distribution: Selective distribution relies on more than a few but
less than all of the intermediaries willing to carry a particular product. It
makes sense for established companies seeking distributors.
Intensive Distribution: In intensive distribution the manufacturer places
the goods or services in as many outlets as possible. This strategy is used
for items such as snack foods, soft drinks, newspapers, candies etc.
manufacturer
Wholesaler
Retailer
Consumer
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Distribution Strategy for Idea Cellular: We will use selective
distribution. It involves the use of less intermediaries who are willing to
carry the particular product. It can gain adequate market coverage with
more control and less cost.
Advertisement of Idea Cellular Ltd.
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RESEARCH
METHODOLOGY
1. According to Clifford Woody Research comprises defining andredefining problems formulating hypothesis or suggested solutions;
collecting organizing and evaluating data; making deductions and
reaching conclusions; and at last carefully testing the conclusions to
determine whether they fir the formulating hypothesis.
2.
Research approaches
3. Descriptive research. The research study is conducted throughdescriptive research. Descriptive research design is a scientific
method which involves observing and describing the behavior of a
subject without influencing it in any way or to identify the cause of
something that is happening. For instance, this research could be
used in order to find out what age group is buying a particular Brand
of the product, where a companys market share differs between
geographical region or to discover how many competitors a
company has in their conducting the research must comply with
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strict research requirement in order to obtain the most accurate
figures / results possible.
4. Research DesignA research design is the determination and statement of the general
research approach or strategy adopted for the particular project.
5. Sample size- The number of sample is 110 from Gajrola andadjoining market, which fulfills the requirement. Each respondent is
treated as a case of detailed analysis
6.
Sampling design
Convenience sampling is used for this study. Convenience sampling is
used in exploratory research where the researcher is interested in getting
an inexpensive approximation of the truth. As the name implies, the
sample is selected because they are convenient. This non probability
method is often used during preliminary research efforts to get a gross
estimate of the results, without incurring the cost or time required to
select a random sample.
7. Data collection methodFor the accumulation of data the sources were primary and secondary
data.
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Primary Data: These data are raw material. They are the measurement
observed and recorded as a part of original study. They are original in
character. The investigator or researcher directly collects this data. The
basic form of obtaining this data is by observing and questioning. The
Primary data was a detailed interview schedule with the help of a
detailed questionnaire. The samples were drawn purposively from
various areas for the relevance of the study. Discussions were held with
the general, branch manager and executives of the company to design
and execute the research
Secondary Data:
They are not originally drawn by the researcher as fresh data. These are
collected by some other person for this purpose and published. These
types of data can be collected through various sources. For this study
the secondary data were collected from magazines ,journals , references
and websites and manuals of the IDEA.
Tools and techniques of analysis
8. Percentage analysis and statistical tools were used in the study. Thestatistical tools used for data analysis are Rank correlation and
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hypothesis testing. ANOVA and t test had applied for hypothesis
testing.
9. Rank Correlation = If Rank Correlation is negative we can saythat there is no correlation between the variable,if rank correlation is
positive we can say that there is a relation between the variable, if
the Rank correlation is less than.06 we can say that there is a low
degree of relation between the variables.
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Process of research methodology
Sample Design
Data Collection
Data analysis
Re ortin of Findin s
Research Desi n
Objective of Study
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RESEARCH DESIGN
Research Design specifies the methods and procedures for conducting a
particular study. A Research Design is the arrangement of conditions for
collection and analysis of the data in a manner that aims to combine
relevance to the research purpose with economy in procedure. Research
Design is broadly classified into three types as
Exploratory Research Design
Descriptive Research Design
Hypothesis testing Research Design
On the basis of the objective of study, the studies which are concerned
with describing the character tics of a particular individual, or of a
group of individual under study comes under Descriptive Research
Design.
Descriptive Research Design:
In this research design the objective of study is clearly defined and has
accurate method of measurement with a clear cut definition of
population which is to be studied.
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For TV Sating the research problem
Two steps are involved in for SPECIFIC CERAMIC the research
problem:
Understanding the problem
Rephrasing the problem into meaningful terms from an analytical
point of view.
The training sessions are conducted in the beginning of
training in order to make us clear about the task provided and how to
handle the different situations.
SAMPLING DESIGN
A Sample Design is a definite plan for obtaining a sample from a given
population. It refers to the technique and the procedure adopted in selecting
items for the sample. The main constitution of the sampling design is as
below-
1. Sampling Unit
2. Sample Size
3.
Sampling Procedure
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SAMPLING UNIT
A sampling framework i.e. developed for the target population that will be
sampled i.e. who is to be surveyed.
Customers
SAMPLE SIZE
It is the substantial portion of the target population that are sampled to
achieve reliable results.
Sample size = 110 respondents (Customer) at Meerut and
Bulandshahar.
SAMPLING PROCEDURE
The procedure to choose the respondents to obtain a representative sample,
a non-probability sampling technique is applied for the target market.
Non-Probability Sampling
It is a purposive sampling which deliberately chooses the particular units of
the universe for constituting a sample on the basis that the small mass that
they so select out of a huge one will be typical or representative of the
whole.
J udgment sampling:
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To select population members who are good prospects for accurate
information?
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LIMITATIONS
While working on this project I have to face some difficulties whileconducting the survey. People were not interested in giving there actualinformation about their family income and airtime, as they were extremelyscared about income tax some people have difficult to take them in
confidence so that they can give correct information.
Some of the limitation are :
Time is too short for effective research.
Refusal to co-operate.
The reluctance on the part of the respondent to give information was yetanother limitation faced during the course of the study.
In some places some other persons were assigned to answer the queries,
this affected the research.
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DATA ANALYSIS& INTERPRETATION
Data is collected from both the Primary sources i.e. questionnaire and also
from Secondary sources.
Primary sources:
The primary source of data collection is through questionnaire. The
questionnaires are distributed among 35 peoples and their view is recorded
and used in analyzing the data
Secondary sources :
The secondary sources includes online sites, newspapers and templatesfrom IDEA distributions centers and IDEA Customer Care.
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1. How people know about IDEA cellular service?People know about IDEA cellular service through
30 % Friends 60% Advertisements 10% Other Sources
Friends 30 30%
Advertisement 60 60%
Other Sources 10 10%
Total 100 100%
INTERPRETATION:
Hence maximum respondent know about IDEA through advertisement.About 60% ADVERTISEMENT helps in providing IDEA product
awareness among the people.
0
10
20
30
40
50
60
70
friends
advertisements
other sources
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2. What are the Features of IDEA forced people to use IDEA ?
35% Advertisements 20% Connectivity 10%Schemes
35%Goodwill
Advertisements 35 35%
Connectivity 20 20%
Schemes 10 10%
Goodwill 35 35%
INTERPRETETION- Here maximum 35% advertisement and goodwill
forced people for use of IDEA.
advertisement
connectivity
schemes
goodwill
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3. What is Peoples first choice of cellular service when they want to
use mobile phone
IDEA 45%VODAFONE 30%AIRTEL8%
RELIANCE 10%TATA INDICOM 5%OTHERS 2%
INTERPRETETION- About 45 % people prefer IDEA services for the use.
AIRTEL
HUTCH
TATA INDICOM
RELIANCE
IDEA
OTHERS
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4. What are the Feature of IDEA is better than the peoples previous
cellular service?
Advertisements 25% Network Connectivity 60% Schemes 15%
INTERPRETETION- About 60% people used IDEA because of theregoodnetwork connectivity.
ADVERTISEMENTS
CONNECTIVITY
SCHEMES
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5. How many IDEA users in peoples phone book?
Less than 30% : 15%30% - 70% : 25%More than 70% : 60%
Type of advertisement mostly like by people in IDEA is
INTERPRETETION- About 30-70% people prefer IDEA in peoplesphone book.
6. How many peoples prefer to see the audio visual?
0-30
30-70
70-100
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Audio Visual : 85%Print : 2%Audio : 13%
INTERPRETETION- People like most in IDEA AUDIO visual around85%.
Audio Visual
Audio
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7. Which combination of services people prefer most?
NOKIA + IDEA : 65%IDEA MAGIC : 5%Postpaid services : 20%IDEA Broadband : 10%
INTERPRETETION- The combination of services people prefer
NOKIA+IDEA that have contain approx 65%.
NOKIA + AIRTEL
AIRTEL MAGIC
Postpaid services
AIRTEL Broadband
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8.Which IDEA service people prefer most?
IDEA missed you service : 63%Ring tones : 15%Hello tunes : 12%
Type of recharge cards liked by people
More talk time : 23%
More validity : 15%
INTERPRETETION- About 63% people prefer IDEA missed youservices.
AIRTEL missed you
service
RINGTONES
HELLOTUNES
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9.How many customers are satisfied with IDEA services?
INTERPRETATION- About 60 % people satisfied with the IDEAservices while others are not satisfied and some of them are confused.
Yes : 60%No : 10%BOTH : 20%
More talktime
More validity
Both
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Findings
1. Strategic alliance The company has a strategic alliance withSingTel.Theinvestment made by SingTel is one of the largest
investments made in the world outside Singapore in the company.
The company also has a strategic alliance with Vodafone. The
investment made by Vodafone in Bharti is one of the largest single
foreign investments made in the Indian telecom sector.Thecompanys mobile network equipment partners include Ericsson
and Nokia. In the case of the broadband and telephone services and
enterprise services (carriers), equipment suppliers include Siemens,
Nortel, Corning, among others. The Company also has an
information technology alliance with IBM for its group-wide
information technology requirements and with Nortel for call
center technology requirements.
2. Overseas Market-IDEA is looking for overseas market and alreadyattractoperation in Nigeria and Seychelles.
3. Competition-IDEA is facing strong competition from MTNL andBSNL inspite of the fact they are far away from IDEA technologically
but but these two have a inside rach in rural and urban area and
have low tariff rates.
4. Brand AmbassadorIDEA have strong brand ambassador, SachinTendulkar, AbhishekBachhan, A.R Rehman to promote there
product and services.
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5. Leader in Telecom market IDEA is holding a position of Market
Leader by having 21 percent of the total market share.
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CONCLUSION
India has a mere 1.2 telephones for every 100 of its people. This is way
below international standards and is not becoming of a country aspiring to
be major player in the global economy of the 21st century. This means that
opportunities for investment in this sector are immense. Basic voice service
is the biggest market. Installation of around 25 million direct lines by the
year 2001 will require an investment of us $ 22 billion.
Due to the growing need for mobile phones, its no wonder that service
providers are going all out to capture, as much market space as they can.
As the number of mobile phone users are estimated to rise to about 120
million by 2008,its not surprising that most of the leading service
providers in india have started branding and marketing their services more
aggressively.
The conducted study try to examine the market mindset towards one of the
major player in the telecom sector. The selected company for the study is
IDEA which is having a reputation in the market. This study had examined
customer evaluation about the IDEA provided by the company. It also
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investigates the major reasons behind cancellation of services by the
customers. The major findings are
.
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SUGGESTIONS AND RECOMMENDATIONS
After the complete analysis of entire STUDY we put forward a set of
recommendations which are a follows:
1. PRICINGDepending on the market conditions / competition fromcellular or wll-mobile service providers and also to suit local
conditions, there should be flexible pricing mechanism (either at
central or local level).
2. IMPROVEMENT IN TECHNOLOGYIDEA should immediately shift tothird generation switches by replacing its c-dot switches. This will
improve the quality of service to desired level and provide
simultaneous integration with the nationwide network. The special
.distribution of the transmission towers should be increased to
avoid no signal pockets
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3. ESTABLISHMENT OF DISTRIBUTION CHANNELSIDEA should establish
widespread and conspicuous distribution to match that of the
competitors. The distribution network shall make the product
visible and available at convenient locations.
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Questionnaires
1) Are you fond of mobile phones? Yes
No
2) Do you use any mobile phones? Yes No
3) Which companys simcard do you prefer to use? Idea
IDEA
Vodafone
BSNL
Reliance
4) From which sources did you get information about these simcards? Newspapers
Television
Friends
Others
5) Are you aware of Idea simcard? Yes
No
6) Have you seen any advertisement of Idea cellular limited? Yes
No
7) Do you use Idea simcards? Yes
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No
8) Do you want to buy Idea sim card? Yes
No
Cant say now
9) Which factor do you considered while buying Idea Cellular LimitedProducts? Network
Schemes
Brand image
Call Charges
If other than please specify.
10) From how long do you use Idea simcard? less than a year
1 to 3 year
More than 3 years
11) Have you seen any advertisement of Idea Cellular Limited? Yes
No
12) Do you face network problem any time? Sometime
Never
Often
13) In which area of service in idea simcard do you want to improve? Network
Quality
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Schemes
Call Charges.
14) Do you satisfied with the service of Idea Cellular Limited? Yes
No.
15) If not than give the suggestions for improvement.
Name: .
Sex: . Age: ..
Qualification: .
Contact No.:
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BIBLIOGRAPHY
BOOKS
1. Philip Kotler, Marketing Management, Pren Tice-hall of indiapvt.
Ltd., new delhi, twelth edition.
2. Bhandari, research Mehodology, print 2006, third edition
3. Berig.c., marketing research, tatamcgraw hill publishing co.
ltd.,newdelhi, third edition.
WEBSITES & SEARCH ENGINE
1. www.ideacellular.com2. www.researchandmarket.com
3. www.info-shop.com
4. www.smartmobes.com
5. www.yahoosearch.com
6. www.google.com
7. www.trai.com
NEWSPAPER
1. Hindustan Times
2. Times of India
3. The Hindu
4.
Financial Express5. Economics Times
http://www.ideacellular.com/http://www.ideacellular.com/http://www.researchandmarket.com/http://www.researchandmarket.com/http://www.info-shop.com/http://www.info-shop.com/http://www.smartmobes.com/http://www.smartmobes.com/http://www.yahoosearch.com/http://www.yahoosearch.com/http://www.google.com/http://www.google.com/http://www.trai.com/http://www.trai.com/http://www.trai.com/http://www.google.com/http://www.yahoosearch.com/http://www.smartmobes.com/http://www.info-shop.com/http://www.researchandmarket.com/http://www.ideacellular.com/7/29/2019 IDEA Final11 100
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Survey of indian industries September 2005-2006.
Annual report of idea cellular ltd.
MAGAZINES
1. Business India
2. Business Today
3. Business World
4. Advertisement Marketing
5. Express Investment Week
