Idea Research report

INDEX
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17

Preface
Acknowledgement

introduction Brief history of cellular Brand information Organizational structure & Management Company Overview Types of product & service Strategy of idea cellular Research methodology Objective of research Scope of research Data Analyses & interpretation Limitation Findings bibliography Annexure

PREFACE

I am highly obliged to the learners and the guider whose kind blessings energies me to complete my report. I would specially like to thanks and great regards to my guide Mr.Saurabh Jaisawal whose kind guidance, motivation made me to complete this report on time. The project is carried out to translate the theoretical knowledge of subject into practical field work. This project is carried out in partial fulfillment of BBA-Semester course from spcam,bakrol.

ACKNOWLEDGEMENT This report bears the imprint of many people. Right from the experienced staff of Idea Cellular. Without whose support and guidance I would have not got the unique opportunity to successfully complete my research in this esteemed organization. I would like to thank Mr.mhipal who allows me to do this project in Idea Cellular Ltd successfully. I take this opportunity to express my deep gratitude to all the employees of, Idea, Baroda. Also I am indebted for the rich guidance, knowledge and suggestions provided by my guide, Mr. Yugal Kishore who took sincere efforts and illustrated the Marketing Concept and channel development in Idea Cellular Ltd, with their vast knowledge in the field, which helped me in carrying out my research. Last but not least, I also thank all those people whom helped me to accomplish my journal in the most efficient and effective manner.

INTRODUCTION As India's leading GSM Mobile Services operator, IDEA Cellular has licenses to operate in 11 circles. With a customer base of over 17 million, IDEA Cellular has operations in Delhi, Maharashtra, Goa, Gujarat, Andhra Pradesh, Madhya Pradesh, Chhattisgarh, 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 Email Services.

Idea Cellular is a wireless telephony company operating in various states in India. It initially started in 1995 as a joint venture between the Tatas, Aditya Birla Group and AT&T by merging Tata Cellular and Birla AT&T Communications. Initially having a very limited footprint in the GSM arena, the acquisition of Escotel in 2004 gave Idea a truly pan-India presence covering Maharashtra (excluding Mumbai), Goa, Gujarat, Andhra Pradesh, Madhya Pradesh, Chattisgarh, Uttar Pradesh (East and West), Haryana, Kerala, Rajasthan and Delhi (inclusive of NCR). The company has its retail outlets under the "Idea n' U" banner. The company has also been the first to offer flexible tariff plans for prepaid customers. It also offers GPRS services in urban areas.

IDEA Cellular is a publicly listed company, having listed on the Bombay Stock Exchange (BSE) and the National Stock Exchange (NSE) in March2007. IIDEA Cellular is a leading GSM mobile service operator with pan India licenses. With a customer base of over 44 million in 17 service areas, operations are soon expected to start in Chennai Metro; Kolkata & West Bengal, North East & Assam, and J&K. 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, in an increasingly segmented market. From basic voice & Short Message Service (SMS) services to high-end value added services such as Mobile TV, Games etc - IDEA is seen as an innovative, customerfocusedbrand. IDEA 'Women's Card' caters to the special needs of women on the move, and 'Youth Card' covers the emerging youth segment. IDEA 'My Gang' - the widely popular community user group product recently bagged the prestigious 'Golden Peacock Award 2008' under the Most Innovative Product category at the "19th World Congress on Total Quality". A brand known for many firsts, IDEA was the first to launch GPRS and EDGE in India. IDEA has partnered with Research in Motion (RIM) to offer Blackberry services on its network. IDEA 'Net Setter'- Plug & Play,

EDGE enabled USB Data Card offers affordable data connectivity with faster speed and consistency.

IDEA offers seamless coverage to roaming customers traveling to any part of the country, as well as to international traveling customers across over 200 countries. IDEA Cellular has partnership with over 400 operators worldwide

to ensure that customers are always connected while on the move, across the globe. IDEA has received several national and international recognitions for its path-breaking innovations in mobile telephony products & services. It won the GSM Association Award for "Best Billing and Customer Care Solution" for 2 consecutive years. It was awarded "Mobile Operator of the Year Award India" for 2007 and 2008 at the Annual Asian Mobile News Awards.

Mr. G. D. Birla and Mr. Aditya Birla, our founding fathers. We live by their values. Integrity, Commitment, Passion, Seamlessness and Speed.

-:Brief history of the organization:The chronology of key events of the Company from incorporation is set out below: Calendar year Events 2009 Subscriber base as on December 31, 2009: 57,611,872 Idea becomes a pan-India operator Emerging Company of the Year - fastest growing mobile operator in the worlds fastest growing telecom market 2008 Subscriber base as on December 31, 2008: 40,016,153 Idea acquired 9 licenses for Punjab, Karnataka, Tamil Nadu & Chennai, West Bengal, Orissa, Kolkata, Assam, North East and Jammu & Kashmir Acquired Spice Communications with the operating circles of Punjab and Karnataka Brand IDEA launched Delhi operations commence (Nov) Acquired Escotel, incumbent cellular service provider in Haryana, UP(W) & Kerala and new licensee in HP Becomes pan-India operator in 2009

Launched services in Mumbai metro in the largest single metro city launch, ever Launched services in Bihar 2007 Subscriber base as on December 31, 2007: 21,054,027 Won an award for the "CARE" service in the "Best Billing or Customer Care Solution" at the GSM Association Awards in Barcelona, Spain Initial Public Offering aggregating to Rs. 28,187 million and Listing of Equity Shares on the Bombay Stock Exchange and the National Stock Exchange Merger of seven subsidiaries with Idea Cellular Limited Reached the twenty million subscriber mark 2006 Subscriber base as on December 31, 2006: 12,442,450 Became part of the Aditya Birla Group subsequent to the TATA Group transferring its entire shareholding in the Company to the Aditya Birla Group Acquired Escorts Birla AT&T commence MoU for merger between Birla AT&T and Tata Cellular Limited Andhra Pradesh signed (Jan) Acquired RPG Cellcom, service provider in Madhya Pradesh (Feb) Awarded

Telecommunications Limited (subsequently renamed as Idea Telecommunications Limited) Restructuring of debt Launch of the New Circles Reached the 10 million subscriber mark Received Letter of Intent from the DoT for a new UAS License for the Mumbai Circle. Received Letter of Intent from the DoT for a new UAS License for the Bihar Circle through Aditya Birla Telecom Limited. ABNL, the parent of Aditya Birla Telecom Limited, pursuant to a letter dated November 22, 2006, agreed to transfer its entire shareholding in Aditya Birla Telecom Limited to the Company for the consideration of Rs. 100 million. 2005 Subscriber base as on December 31, 2005: 6,473,962 Reached the five subscriber mark Turned Profit Positive Won an Award for the "Bill Flash" service at GSM Association Awards in Barcelona, Spain million

Cellular operations Maharashtra & Gujarat

Sponsored the International Indian Film Academy Awards 2004 Completed debt restructuring for the then existing debt facilities and additional funding for the Delhi Circle. Acquired Escotel Mobile Communications Limited (subsequently renamed as Idea Mobile Communications Limited) Reached the four million subscriber mark First operator in India to commercially launch EDGE services 2005 2003 Reached the two million subscriber mark 2002 Changed name to Idea Cellular Limited and launched "Idea" brand name Commenced commercial operations in Delhi Circle Reached the one million subscriber mark 2001 Acquired RPG Cellular Limited and consequently the license for the Madhya Pradesh (including Chhattisgarh) Circle

Changed name to Birla Tata AT&T Limited Obtained license for providing GSM-based services in the Delhi Circle following the fourth operator GSM license bidding process 2000 Merged with Tata Cellular Limited, thereby acquiring original license for the Andhra Pradesh Circle 1999 Migrated to revenues share license fee regime under New Telecommunications Policy ("NTP") 1997 Commenced operations in the Gujarat and Maharashtra Circles 1996 Changed name to Birla AT&T Communications Limited following joint venture between Grasim Industries and AT&T Corporation 1995 Incorporated as Birla Communications Limited Obtained licenses for providing GSM-based services in the Gujarat and Maharashtra Circles following

the original GSM license bidding process.

Brand information 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

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.

IDEA - Brand Values

Innovate. Stimulate. Liberate....It is these brand values, which have made us a formidable player inthe telecom industry. Innovations that stimulate the customer andliberate him from the shackles of time and space are the core of our brand. This is what we strive for. Nothing more, nothing less, nothingelse

Industry Scenario
Growth phase for 2-4 years to continue Commoditised market Highly competitive Tariffs dangerously low Number portability will come New Business Model required Numbers game will change. Need to look at your niche Create customer relationships.

Coverage
Idea Cellular Ltd has seen phenomenal growth since its inception. Idea Cellular'sfootprint 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 itssubscribers in various states. It controls a portfolio of India's most attractive andcontiguous telecom geographies, including the circles of Gujarat, Haryana, Himachal Pradesh, Kerala, MadhyaPradesh & Chattisgarh, Maharashtra & Goa (excluding Mumbai) , Rajasthan, UttarPradesh (W), Uttar Pradesh (E). With a footprint dominating the map of India, IdeaCellular 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 geographicfootprint - it also drills deep and successfully attempts to provide excellent network coverage in all its circles of operations

Brand Initiatives
Our aim, through media buying and planning, is to create year roundimpact. With the objective of strengthening our brand, we work with strategiccommunication partners on campaigns like sponsorship of the Idea InternationalIndian Film Academy awards and the television programs Idea Rocks India,Idea Star Singer and Idea Andhra Idol. We seek engagement with subscriberson a variety of levels, from major celebrity fashion shows to small local eventstimed to coincide with new product offerings.Since August 2003, we have commissioned a Brand Track Index Study toevaluate

the health of our brand. The Brand Track Index Study is a monthly studyconducted by TNS, a marketing consultant engaged by us to

evaluate our brandusing face-to-face interviews on a random sample of mobile users a well as thoseintending to purchase mobiles within the next three months. According to thestudy 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 growingstrength of our brand.The main communication medium for the Idea brand is television, wherewe seek strategic Idea brand coverage in various formats. Billboards andhoardings are used as a secondary medium, customized for specific regional preferences to communicate effectively at the local level. We also use other masscommunication media such as the press and radio to communicate price plans andother tactical and customer information.All our key initiatives are subjected to a rigorous testing and launch processto 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 realtime tracking of the impact of thecommunication and feedback from subscribers.

Organization structure & management

Board of Director-

Mr.Kumar Mangalam Birla(Chairman) Smt. Rajashree Birla Mr. Sanjeey Aga(Managing Director) Mr.Arun Thiagarajan Mr.Tarjani Vakil Mr. R.C.Bhargava

Management TeamMr.Sanjeev Aga,(Managing Director) Mr.Akshaya Moondra,(Chief Financial Officer) Mr.Anil K.Tandan(Chief Technology Officer) Mr.Prakash K.Paranjape(Chief Information Officer) Mr.Navanit Narayan(Chief Service Delivery Officer) Mr.Vinay K. Razadan(Chief Human Resourse Officer) Mr.Rajat K. Mukarji(Chief Corporate Affairs Officer) Mr.Rajesh K. Srivastava(Chief Materials & Procurment Officer)

Circle HeadMr. Arul Bright, Senior Vice President - Operations, Gujarat

Company Overview

Idea Cellular Limited (Idea) is a leading pan India mobile service operator. The revenue market share (RMS) for the company, for Q1FY11 stands at 13.0%, while for the Established Service Areas the RMS is at 17.6%. In the recently concluded 3G spectrum auction, Idea won spectrum in 11 out of 22 service areas, covering ~80% of its existing revenue.

A. Promoter Group
Idea is part of the Aditya Birla Group, a US$ 29 billion corporation. The Aditya Birla Group is in the League of Fortune 500 And has businesses in sectors ranging from metals, garments, cement, fertilizers, life insurance and financial services among Others. Over 60% of Groups revenues are derived from overseas operations. The group operates in 26 countries, and is anchored by an extraordinary force of over 130,600 employees belonging to 40 nationalities. The current Group holding of 46.97% in Idea is made up of; !dea Quarterly Report Sep10 Page 4 of 14 Aditya Birla Nuvo Ltd. 25.37% Birla TMT Holdings Pvt. Ltd. 8.59% Hindalco Industries Ltd. 6.92% Grasim Industries Ltd. 5.18% Others 0.91% Total 46.97%

B. Key Shareholders

Axiata Group Berhad (previously TM International Berhad), through its affiliates, has 19.1% shareholding in Idea Cellular. Axiata is one of the largest Asian telecommunication companies focused on high growth low penetration emerging markets. Axiata has controlling stakes in its affiliates in Malaysia, Indonesia, Sri Lanka, Bangladesh and Cambodia, and significant stakes in India, Singapore and Iran. The Group, including its subsidiaries and associates, has over 130 million mobile subscribers in Asia and provides employment to over 25,000 people across Asia. Providence Equity Partners, through its affiliates has a 10% shareholding in Idea, and has also invested INR 20,982 mn in ABTL through Compulsorily Convertible Preference Shares. .

C. Corporate Structure
Idea Cellular Limited (Idea) 100% -- Idea Cellular Infrastructure Services Limited (ICISL) 100% -- Idea Cellular Services Limited (ICSL) 100% -- Swinder Singh Satara & Co Limited (SSSL) 100% -- Carlos Towers Limited (Carlos) 100% -- Aditya Birla Telecom Limited (ABTL) 100% -- Idea Cellular Towers Infrastructure Limited (ICTIL) 16% -- Indus Towers Limited (Indus) ICISL A tower company owning towers in Bihar and Orissa service areas. ICSL Provides manpower services to Idea. SSSL Engaged in the business of sale and purchase of Data Cards, Mobile Hand Sets and Fixed Wireless Phones. Carlos Acquired through amalgamation of Spice Communications Ltd into Idea and presently not having any operations. ABTL Holds 16% shareholding in Indus. ICTIL Holds towers de-merged from Idea, which will subsequently merge into Indus. Indus A joint venture between Bharti Infratel, Vodafone Essar and Idea (through ABTL), to provide passive infrastructure services in 15 service areas

D. 3G Profile
Idea was awarded 3G spectrum in 11 important service areas, where it is in the process of rolling out extensive 3G networks. While these areas cover ~ 50% of the Indian telecom sector revenue, they constitute ~80% of Ideas revenue. The 3G spectrum footprint of Idea covers all 8 service areas where Idea is # 1, #2 or #3. Ideas existing and new spectrum footprint places Idea in an advantageous competitive position

TYPES OF PRODUCT AND SERVICE OFFERED BY IDEA CELLULAR

Post-paid subscription
A post-paid subscription is also called a billing c o n n e c t i o n . I n t h i s t y p e o f a connection, you can avail of the cellular connection first and pay for the usage atthe end of the month. To avail this type of connection, you will be required tos u b m i t a s i g n e d C u s t o m e r S e r v i c e A g r e e m e n t ( C S A ) f o r m a l o n g w i t h c e r t a i n specified documents. Your connection will be activated post the payment of theone -time charge or activation fee, a refundable deposit and verification of therequisite documents. On consistent and regular payment and high usage patterns,you could win yourself the opportunity to enjoy exclusive loyalty and frequent user facilities provided by Idea Cellular.

Prepaid subscription
A prepaid subscription is like a cash & carry subscription, designed for quick convenience and ease of mobility. To subscribe, do ask for the IDEA Chitchat brand at our outlets. Under this subscription, you can pay in advance for using theservices and your credit balance on the subscription keeps reducing in real timeagainst usage.

IDEA SERVICE
Value Added Services
Just when you thought you had the cake, we made it possible for you to eatit too.Introducing THE IDEA Value Added Services, a vibrant bouquet of "littleconveniences" "small pleasures" "bits of happiness" "dollops of infotainment" andall those "itsy bitsy" wants of yours that together make up THE BIG SMILINGPICTURE.SMS based services to Voice based ones, the Idea range cuts across allmodes of communication to ensure the BEST VALUE for your money.So be it downloading the latest ring tones or sharing the freshest of blonde jokes, be it checking the status of your cousin's train arrival time or arranging a pick up for your boss's delayed flight, Idea hands you the power to do it all.You could also book a surprise movie ticket or deliver those daintydandelions for your date or access the latest cricket scores or some serious stock information; or maybe even play downloadable games or chill out with some zanychats with buddies on-line.Idea's Value Added Services are as innovative and exciting as your desires.

Roaming
Now you have one more reason to select Idea network while roaming in India.You can enjoy a Roam Like Home experience even while roaming. IDEA is thefirst telecom operator in India to offer this facility to its valued roamers. We present a host of very convenient & friendly features Dial directly from your phone book. You can call numbers saved in your phonebook, without adding STD or ISD codes to the entries. This saves you the bother of remembering the concerned codes or manually dialling every number.Ex: If you are a customer from UAE and you have saved your home telephonenumber in your phonebook as 506123456. Now when roaming with Idea, you cancall the same

number directly, without prefixing +971 (ISD dialling code for UAE)

each time you want to call home! Auto call correction of all misdialled calls. When you dial a new number, thisservice will complete your call even if a wrong or incomplete prefix has beenadded to the number. Direct access to your Voicemail box. Now you can make extensive use of your VMS feature, even while roaming. Dial your voicemail short code directly withoutany authentication codes. Direct dialling to your home customer care number. Ex: If you have saved thecustomer care number of your mobile operator as 12345 in your phone book, youcan call them at the same number even while you are roaming (which would nothave been possible otherwise)

Roaming out of Home Network (Maharashtra & Goa)

Idea breaks barriers in roaming by enhancing coverage and giving you the bestroaming advantage ever with unbelievable benefits at affordable rates! INCOMING FREE when you Roam in MUMBAI As an Idea Prepaid and Postpaid Customer you no longer pay incoming chargeswhen you roam in Mumbai. You can enjoy this benefit when you roam with BPLor Hutch in Mumbai.When roaming with BPL or Hutch in Mumbai, Idea Postpaid & PrepaidCustomers pay Rs. 1.40/- per min for Outgoing Calls made to any mobile phone or landline in Mumbai and all mobile phones & Landline Phones in Maharashtra &Goa and Rs. 2.40 for any other national calls National Roaming As an Idea Postpaid Customer you will stay connected while roaming anywhere inthe country. With over 55 roaming networks across the country

IDEA offers youseamless connectivity while you roam.Idea offers you this service at no deposit or rental charges. To activate SMS ACT NR to 555 International Roaming

Enjoy IDEA's widest roaming coverage in all prime international destinations.Stay connected around the globe, all the time through your single IDEA number

STRATETEGY FOR IDEA CELLULAR

The Idea Cellular Limited falls in the question mark quadrant of BCG matrix and in the High attractive and Strong Competitive strength category as per the GE Matrix. Thus they need to formulate some strategies to try capturing some market share, growing and building their brand image as well as brand value.

Market penetration The company enters where the products and the market already exists. IDEA being a question mark that means it is competing in a high growth market but with a relatively low share compare to its competitors. Market penetration can be done by attracting competitors customers that implies increase in market share. The strategy that IDEA can adapt under market penetration is to attract non-users and convince to use their product more often. They are different market penetration strategies like cutting price, increase in promotion, and creating innovative distribution tactics. The target should be in such a way that IDEA sales volume relative to its competitors should be high as expressed in percentage. IDEAs present market share is about 12%, and competitors like airtel, Vodafone, and bsnl have a market share of about 31, 23, and 19 percent respectively. Though telecom industry is growing rapidly every year, there is always a little increment in the percentage of sales for IDEA. To overcome this problem and to occupy the competitors position we recommend following strategies.

 Target the rural segment in India which is expected to grow by 15% every year Launch different types of packages as per the requirements for different segments of the customers Provide more high end services like GPRS, mobile internet services Collaboration with different service providers on global basis to provide better facility to customers on roaming. Tracing out the search patterns which are left untapped by the competitors to reveal new markets. Increasing the mobile circles which are at present are only 11, so there is always a need to expand its services.

Backward Integration In July 2008 Swedish equipment supplier entered into a contract to provide technology Ericsson Mobile organizer to Idea cellular enabling its subscribers to serve email facility on its cell phones. Forward Integration Company operate approximately 589 Idea n U and other showrooms which supplement the distribution channels and provide customer service. Horizontal Integration: Idea acquired the Modi familys stake of 40.8% in spice which ultimately in a way increased the market share of Idea. This can be seen as horizontal integration

Strategic Alliance 1) Product alliance Idea should form product alliance with a company that has a strong brand image and carry a promotion for one another. E.g. Acer in collaboration with Ferrari launched Acer Ferrari laptops which are catering to high end niche segment having high specifications and high price. 2) Promotional Alliance:

Idea should form promotional alliances in collaboration with big movie houses or big retail brands to promote their products. Recently SONY Viao had a promotional alliance with James Bond latest movie Casino Royale.

Idea should form promotional alliances in collaboration with big movie houses or big retail brands to promote their products. Recently SONY Viao had a promotional alliance with James Bond latest movie Casino Royale.

RESEARCH METHODOLOGY
The prespective of the research is to understand cutomer satisfaction and service delivery and quality in telecom sector the study is based upon exploratory research To fulfill the objective certain information was gathered by. 1. 2. Primary source. Secondary source

Research approach 1. Direct interviews. 2. Personal meeting. Research Instrument 1. Direct interviews. 2. Personal meetings. . As I have used primary data by using direct personal investigation method in this method the data is personally collected by investigator form informant. Accordingly I had meeting with customers and give resolution for their problems. And secondary data has been collected form various internet sites as mentioned in bibliography.

OBJECTIVE
MAIN OBJECTIVES:

To make the corporate customer aware about the product portfolio offered by IDEA CELLULAR Ltd.

To recommend respective improvement and p a r t i c u l a r l y f o c u s o n t h o s e problems, which need immediate attention.

To understand future trend of this industry from Customer Relationship Prospective.

SECONDARY OBJECTIVES:
To understand the concept of customers To determine why is customer care important To understand different types of customers To analyze how to handle different customers To analyze the concept of Service Delivery and Quality To analyze Complaint Resolution Cell. To understand the importance of Call Center To analyze Complaint Resolution Cell. To determine why customers leave the network

Scope of the Study The scope of the study was limited to BARODA region. This project was conducted for Idea Cellular Limited to assess the preferences of mobile users in India. The project is limited to direct observations from the data collected. Data collected with help of questionnaire was put in excel sheets.

A survey of 150 Mobile users was conducted in BARODA. The sample has covered the mobile users of other service providers also as to understand the competition and their strength and weaknesses.

The survey was limited mainly to the youth because they are the most significant part of the customer base and they are the trend setters. They are the customers where revenues come from.

Scope of the survey includes identifying customer needs and services that they expect from a service provider so as to take measures to increase the average revenue per user and increase the market share of Idea.

Analysis
1. Reason for Choosing The survey reveals that the main reason for choosing Idea is New Good Scheme; more than 50% Idea user who responded the survey were attracted to buy Idea Cellular because of its New Good Scheme. Other main reason for choosing Idea was Call Rates of Idea Cellular. But if we see the General trend, people choose any mobile service mainly because of its better connectivity.

Reason for choosing idea Better connectivity New good scheme Attractive number Brand name Good customer service Call rates Value added services

No of persons 45 19 27 28 26 23 10

2. Duration of Usage The duration of usage shows the loyalty towards a brand. Here according to the survey, only around 50% of the Idea customers are using Idea for more than 6 months but if we see the general trend, the people using a telecom service providers service for more than 6 months is 60%. So there is less customer retention in case of Idea Cellular as compared to other users.

TIME DURATION
LESS than 3 month 3-6 Months 6-12 Months More than 1 years total

No of person
27 38 36 37 138

4. Attention to VAS messages

There is a positive sign that 30% of the Idea users pay attention to the VAS messages sent by the company whereas only 20% of the mobile users pay attention generally to these messages. So its a positive sign because until they know about the VAS, they will not buy that service.

responses No yes Total

No of persons 46 92 138

5. VAS Used

According to the survey 55% of the mobile users do not use VAS but this figure is alarming high for Idea Cellular i.e. 70%. Main VAS used by Idea customers is dialer tones and ring tones. And same is the case for the whole telecom industry. So it needs to introduce new attractive VAS and make people know about them.

Value added service Ringtones Dialer tones Background tones Contests Picture messages Mobile mall GPRS none

No persons 26 39 10 19 5 13 27 16

6. Amount spent on VAS

The survey shows that only 27% of the Idea users spend more than Rs.15 per month and rest of them are spending either nothing or less than Rs.15. And the general trend is not quite different; generally around 33% of the user spends more than Rs.15. So the average revenue for Idea from VAS is lower than the Industry average.

Amount
Less than Rs.15 Rs. 15-40 Rs.40-80 More then Rs.80 Total

No of persons 22 45 51 20 138

7. Satisfaction Level with Price

The survey result shows that around 24% of the Idea users are not satisfied with the price charged by the Idea cellular. 37% of the Idea users are neutral. But if we compare it with Airtel only 17% users are dissatisfied. And satisfied portion is around 40% whereas Airtel has around 50% of satisfied customers. Satisfaction level Strongly agree Agree Neutral Disagree Strongly disagree total No of persons 33 51 29 15 10 138

8. Satisfaction Level with Connectivity

Connectivity for Idea Cellular is not considered to be very good, but on this front Idea has improved. But if we compare it with Airtel, its far behind. Idea has 61% users satisfied whereas Airtel has 88% satisfied customers. Response Strongly agrees Agree Neutral Disagree Strongly disagree total No person 44 41 33 11 9 138

9. Satisfaction Level with VAS

The survey shows that there is a major portion who is not bothered about the VAS and that portion is neutral. 58% of the Idea users are neutral about the VAS as compared to 48% of Airtel users. Here 9% of the Idea cellular users are dissatisfied as compared to 13% of the Airtel users. Response Strongly agrees Agree Neutral Disagree Strongly disagree total 138 No person

10. Customer Care Services

58% of the Idea customers are satisfied as compared to 64% of Airtel. Also 15% of the Idea customers are not satisfied as compared to 12% of the Airtel. Both of these have almost equal portion of neutral customers. Response Strongly agrees Agree Neutral Disagree Strongly disagree total No person 36 49 24 17 12 138

11. Brand Name

Idea is not considered to be a big brand name as compared to Airtel. Only 29% of the Idea users consider it a better brand name while 74% of Airtel users consider Airtel a better Brand name. Also only 2% of Airtel users think that Airtel is not a better brand whereas 12% of the Idea users consider Idea it a poor brand. Response Strongly agrees Agree Neutral Disagree Strongly disagree total 138 No person

12. Attractive New Good Scheme

Idea is famous for giving new schemes. 61% of the Idea users say that Idea gives attractive new schemes as compared to Airtels 41%. Only 3% of the Idea users do not agree to this statement as compared to 15% of Airtel users. So idea is far ahead in giving new attractive schemes.

Response Strongly agrees Agree Neutral Disagree Strongly disagree total

No person

138

13. Promotional Offer

According to the survey 65% of the Idea users believe that Ideas promotional are good as compared to 54% of Airtel user think that its promotional offer are good. 29% of the Idea users are neutral as compared to Airtels 39%.

Response Strongly agrees Agree Neutral Disagree Strongly disagree total

No person

138

LIMITATIONS OF THE STUDY: The research will be conducted in a limited area. Time will be a major constraint. It take lots of time to collect data. It is required lots of traveling for collect data.