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IDEA Cellular Network

No idea, Get !dea.

Company Profile Page Title
• IDEA Cellular is a publicly listed company • Idea is the 3rd largest mobile services operator in India, in revenue terms • recorded a subscriber base of over 78 million as on end November '10 • IDEA Cellular is an Aditya Birla Group Company • Advertising agency : Lowe Lintas India

. The campaign with the phrase „no Idea. Abhishek Bhachan who has been their long standing brand ambassador has been urging people to get Idea cellular for better services and connectivity in various situations without changing their number. get Idea‟ has been a mainly television led one.The Campaign In the latest campaign of cell phone service provider Idea.

•Unnecessary balance deduction •Excessive mobile bills •Network problem •Wait on customer care number .Strengths of the campaign The main strength of this campaign is that each advertisement indicates the very common problems faced in every other cellular network available in India which are.

• Second. which this campaign doesn't address. a rational decision like switching networks might involve rational reasons. may not be compelling enough by itself. like ease of switching. there needs to be a tangible demonstration of the network's superiority. . albeit with a celebrity.Weakness • First. • Mere enunciation of the category benefits through a pun-based approach. number portability isn't a term that is universally understood. • Alternatively.

Opportunities • The biggest opportunity here is to expand the network to a very large extent because of the option of mobile network portability. idea will get its fair share in attracting customers n prove its metal. • Since MNP is a new service for the telecom sector in India as a whole. .

. A rapidly growing customer base means clogged networks. there's a constant deterioration of service standards. Hence idea has to be able to win over the likes of other competitive service providers.Threats • In telecom. Brand loyalties are getting reviewed all the time. Advertising shouldn't add to the dissonance through overpromise. • There's an increasing dissonance between the advertising promise and product delivery.

Marketing Objective • Idea Cellular. recently has now launched a Toll Free Number to guide over 700 million mobile subscribers on various aspects and procedures of number portability • taken the lead in spreading awareness about MNP • Profit is expected to go up by 11% to Rs 189 crore from Rs 170 crore (YoY) and Rs 179 crore (QoQ) • Mobile tariff growth of 8. the first mobile operator to announce the upcoming Mobile Number Portability.1% • Inform target audience about features and benefits of our product .

Through these Idea cellular conveys the message: i.Marketing Strategy PRODUCT: Mobile Number Portability Four objectives highlight the reasons why a customer should choose the idea of switching to idea network. Network strength is strong even in interiors like lift. Customized tariff plans are there so one need not unnecessarily pays higher bills iii. buildings etc. Transparent balance notification iv. ii. Better customer care where doesn‟t need to wait much to talk to executive .

Call Wait-Call Hold. Voice Mail on Request. Preactivated National / International Roaming.Marketing Strategy PRICE: Idea cellular has launched a dedicated MNP Pack which costs Rs. 37 in all which includes Rs. this tariff will be applicable for a period of 365 days.5. GPRS along with a talk time of Rs. Multimedia Messaging. Call Divert. Apart from providing features like CLIP. . SMS. 19 towards the MNP Porting charges and also the Sim cost.

but it is making its presence with its round the clock "No Idea. the first telecom operator which started campaigning for the service.Marketing Strategy PROMOTION PLANS: Idea Cellular. . Get Idea" campaigns. has not announced any special offers for the customers.

. After getting UPC. 19and New SIM charge of Rs. visit the nearest Idea Customer Care or Idea Store and submit the required documents and fill an application form regarding portability. iv. To get that code. 18. The port-in fee is just Rs. a SMS is sent in the prescribed format “PORT” space “10 digit mobile number” to 1900. iii. Idea will provide a new SIM card and it‟s to be used with that card within a prescribed date and now MNP is activated. After applying and filling the application form. 37 which includes the porting charge of Rs.Marketing Strategy PLACEMENT: i. The customer has to get their Unique Porting Code (UPC) first. ii.

a playful take on the brand‟s name to establish the superiority of Idea over competition. • To reaffirms existing Idea customers pride in the product. .Advertising Objectives • The basic objective of the current campaign is to pre-empt Mobile Number Portability.

. get idea” campaign • Use of Creativity for catching the attention of the viewers • Use of Slogans • Brand Ambassador: Abhishek Bachchan • Value added services • Consumers will be able to connect to the brand.Advertising strategy • idea used the socially relevant messages in today‟s commercial environment. it has also taken into consideration the simple arising out of common mobile communication and shows how idea has the edge about the rest in the “no idea. especially since its communication strategy hasn‟t changed over the years.

service. products & tariffs etc. can move to the Idea network. • The campaign is probably targeting on professionals because of the MNP facility. • From the four TV Commercials. youngsters and office goers are the main target. It prevents them from losing their contacts!! . They have targeted on people who are existing customers of other service providers. post MNP. • Mobile consumers looking for better network.Target Audience • Customers who are not satisfied with their mobile service provider are the main target audience.

The Technology Advantage Idea Tomorrow's technology to enrich today.bringing India closer. The Customer Focus Idea Make a single interaction a lasting relationship.Brand Features IDEA . The Employee Focus Idea Nurture the roots that nurture our ideas.Brand Mission The India footprint Idea Anywhere connectivity . .

Brand Features Brand Initiatives • Idea Rocks India • Idea Star Singer • Idea Andhra Idol Media used • main communication medium: television • Billboards and hoardings are used as a secondary medium • Other mass communication media such as the press and radio to communicate price plans and other tactical and customer information. .

... continuously innovating to help liberate our customers from the shackles of time & space. Liberate .Brand Features Brand Vision: To be the most customer-focused mobile service brand. . Brand Values Innovate . Stimulate .

Creative Strategy • It aims at highlighting the Idea cellular‟s service superiority over others. • The common practice of saying „No idea!‟ to things beyond one‟s control is cleverly used in the context of reminding people of the reasons to consider a switch. • This preemptive campaign puts Idea in a advantageous position against competition. . Now competitors will find it difficult to create campaigns on these features and negate this first -mover advantage of Idea. This is a brand building campaign and thus doesn‟t talk about any specific plan.

.Creative Strategy • The common practice of saying „No idea!‟ to things beyond one‟s control is cleverly used in the context of reminding people of the reasons to consider a switch. Instead it employs a pun. They can also serve as a verbal takeaway for the viewers. • it is probably the first idea campaign that doesn‟t really have an idea‟ nor is it topical. The right puns can deliver huge likeability and recall.

Budget • Earmarks Rs 75 crore national ad budget .

Evaluating Advertising Effectiveness The campaign utilizes all relevant mainline media to propagate the message to its audiences with 60-second commercial and its various edits. print campaign & outdoor publicity. .

Thank You! .