IDEA Cellular

Presented by Apurva Bhardwaj Namisha Choudhary Prerna Karwa Pratichi Dixit Prateek Jaiswal Rohit Saha Rashmi Sharma

Title Of The Study

MARKETING RESEARCH ON IDEA CELLULAR

What an IDEA SIR JI..

Started in 1995 as a joint venture among the Tata Cellular and Birla AT&T Communications The co had a split with the Tata taking an exit from the co for Rs.44.06bn Acquisition of Escotel in 2004 gave Idea a pan-India presence covering Maharashtra, Goa, Gujarat, Andhra Pradesh, Madhya Pradesh, Chhattisgarh, Uttar Pradesh Haryana, Kerala, Rajasthan, Delhi (&NCR) and West Bengal with customer base of 47.1 million subscribers First to offer flexible tariff plans for prepaid customers, to launch background tones, group talk and a complete suite of mobile email services Only Indian GSM Operator to win the GSM Association Award for "Best Billing and Customer Care Solution" for 2006 and 2007

COMPETITIVE ANALYSIS
Major competitors of Idea are Airtel, Vodafone, BSNL and Reliance Peoples who are in profession line preferred Idea due to its perfect network coverage. Maximum customers are due to the connections provided by the organizations where they are employed. Call rates applied should be affordable enough.

MARKET SHARE

Objective of the study

To make a understanding about the Company IDEA CELLULAR LTD. To make a understanding about the services which they provide To know about the customer base of the IDEA CELLULAR.

LIMITATION OF THE STUDY

This study is done in the few areas of Greater Noida, Delhi, Jaipur, Varanasi etc. Thats why it will not give the clear picture of the thinking of mobile subscribers about the company and its products.
Limited database and short time span for the project.

Lack of professional approach since researchers are student.

METHODOLOGY
The purpose of methodology is to describe the process involved in research work. This includes the overall research design, data collection method, the field survey and the analysis of data.

For our project we did a small survey based on around 100 people in the BIMTECH, Ansal Plaza, GIP mall and few more friends and relatives at different places ranging from age group of 15 to 30 yrs

DATA ANALYSIS
Q:1 ) Have you heard about the Idea cellular Ltd.? A) yes B) No

Interpretation: Most of the people are aware of the Idea Cellular Ltd.

Q: 2 .) From whom you come to know about this? A) Family B) Colleague C) Friends D) Advertisement

Interpretation: Advertisement plays an important role to spread the awareness and other mediums also contribute.

Q:3 Any time you used the service A) Always B) Most of the time C) Sometimes D) Not at all

INTERPRETATION: Awareness about the idea is good but still it is not able to create the credibility for the brand in market. This is the reason they have less no. of customers.

Q:4 Did you like the services?

A) Highly Satisfied B) Satisfied dissatisfied D) Dissatisfied C) Neither satisfied nor E) Highly dissatisfied

INTERPRETATION: Subscriber are not that much satisfied with the coverage of Idea.

Q5) Have you seen the advertisements of Idea Cellular ? A) Yes B) No

Q:6) How would you rate that advertisement A) Very good B.) Good C.) Neither good nor bad E.) Very Bad

D.) Bad

INTERPRETATION: People like the advertisement very much, even they are able to recall the captions like walk when you talk, ek idea jo badal de apki duniya .

Q:7 ) Where did you see/hear its advertisement ? A) Television B) Radio C) Internet D) Print Media

INTERPRETATION: Almost everyone has seen its advertisement on Television and its presence on internet is very less.

Q:8 Did you think that it was effective enough to communicate the message? A.) yes B.) No

INTERPRETATION: They are able to communicate the message but still they are less effective as compared to Airtel, Vodafone.

Q:9 ) Rate the features which you give the most priorty while selecting the Mobile Network.

INTERPRETATION: Network is the key decision maker which influence people while buying a new mobile network.

FINDINGS AND SUGGESTIONS : People are known to the IDEA CELLULAR LTD. and its services but still 37% of the people use Airtel, 32% use Vodafone, 19% use reliance, around 10% use idea and 2% use virgin

 People are aware with the services i.e. marketing communication is good. 50% of the people, even after being aware of the brand, have never used idea cellular services. Subscriber are not very much satisfied with the service. So, there is a need to improve the coverage in terms of area as well as network. Most of the subscriber suggested that the advertisement was good enough to communicate the message but what matters at the end is the service provided by idea . So, there is a need to improve the coverage and connectivity of Idea . And other suggestion which was given by the subscribers was that they liked Abhishek Bacchan more as the Brand Ambassador for IDEA.

SWOT ANALYSIS
STRENGTHS
Attractive existing footprint Established position Strong distribution channel High quality network structure

WEAKNESSES

High debt equity ratio Concentration Losses accumulated by company Growth in Indian telecom industry Growth of IT Greater clarity in procedures
Intense competition Alternative technology
GROUP 10 20

OPPORTUNITIES

THREATS

RECOMMENDATIONS
Should enhance its distribution system. Should increase its coverage area. Should become more customerfriendly. Should plan to grow its market share.

CONCLUSION:
Communication strategy of idea is very good because most of the people are well known to the service by idea .Being new to telecom industry, people are not confident to go for it. Also, competitors of idea are very much powerful in communicating as well as providing the service. And one thing which is focused is that the Brand Ambassador also plays an impotant role in catching the attention of the customer because most of the people reported that they liked Abhishek Bacchan more than Sariya Saran.

Idea change your life