ABOUT…

 Idea Cellular is a Mumbai based wireless

telephony company operating in 13 circles.

 It is the 3rd largest GSM company in India.

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 SEGMENTATION
Geographic
 Region:- Idea GSM services are licensed
in 13 circles of India

 City:- Idea Prepaid Sim card is used in

metro city and also in small villages.

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Demographic
 Age:- 15 years onwards.
 Family Size:- Large family uses more phones to
connect
 Income:- Does not affect much in segmentation
 Occupation:- Used by all class of people
 Education:- Used by educated as well as
uneducated people

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TARGET MARKET
 Urban and rural area.

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POSITIONING

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SWOT ANALYSIS
•About 80% of rural people use cell phones
Strengths •People are open to new schemes and offers

•Recharge coupons are available only in towns

Weakness •Connectivity

•Women as potential target group

•Growth in Indian telecom industry
Opportunities •Wide scope for outdoor branding

•Intense competition
Threats •Alternative Technology
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WHAT AN IDEA ,SIRJI”

360 Degree campaign

“Participative
Governance”
IDEA’s next big idea!!!

•M- newspaper
•M-bills
•M-tickets
•M-toll
•M-menu

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“Idea cellular links sponsorship deal
with Deccan chargers”
VAS

MERCHANDISE

Win tickets for the

matches, autographed
merchandize.

Idea logo on the front of team

player’s jersey and trousers company name
A New Way!!!

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A New Way!!!

IDEA paints Ahemdabad and M-menu and M-bill in Barista

and CCD
Mumbai in Green India company name
Campaign
Idea Oongli Cricket
allowed millions of
mobile users in India to
participate in this
unique campaign
happened in March 12,
2010.

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CONSUMER BUYING BEHAVIOR
CULTURAL FACTORS
 Social Class
- Every class prefer prepaid simcard due to
lower call rates , affects the demand of the
idea simcard.

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 BCG Matrix

Market
Growth Rate

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