Idea Company Pro

Summer Training ReportOn

Brand Health Check of Idea Cellular Ltd.

Under Guidance of: Corporate Guide: Submitted By:Mr. Shouvik Sanyal Mr. Sanjay Sakaria Minakshi AsthanaLecturer Sr.Marketing Executive RM/02/23SMS, Varanasi Idea Cellular ltd. lko PGRM-3rd Sem

IINSTITUTE OF MANAGEMENT SCIENCES

Table of contents

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Certificate of CollegeCertificate of CompanyPrefaceAcknowledgement

Chapter – 1Brief History of The OrganizationMission ObjectiveOrganization StructureSwot Analysis of the OrganizationGrowth in Installed CapacityGrowth in ProductionGrowth in SalesGrowth in Human ResourcesFuture PlansFinancial Analysis of the Company for the last three yearsProblem being faced by organizationFormulation of problem for the project report

Chapter – 2Research MethodologyObjective of the ReportScope of the StudyMethod of StudySources of the studyStatistical tools and techniques usedLimitation of the StudySignificance of the study

To the companyTo the IndustryTo the consumerTo the Govt.To the Academicians etc.

Chapter – 3Preparation of table and interpretation

Chapter – 4Findings and Recommendations

Annexure

Minakshi Asthna (RM/02/23)

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Bibliography


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Declaration

I, Minakshi Asthana, student of PGRM (3rd Sem) at School of Management

Scinces, Varanasi hereby declare that the summer training report entitled “ Brand

Health Check Of Idea Cellular Ltd”. It is the result of my own effort and is rased

on information collected and guidance given by mentor and faculty member.

The survey report is corrected to the best of my knowledge this report so

been far has not been published anywhere else.

Minakshi Asthana


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ACKNOWLEDGEMENT

Expressing gratitude in words, is one thing which never can be done adequately;

“ As such writing this, I find myself utterly at sea & we are afraid, however we

may try, we may fail to express out abounding gratitude in volumes or tons, let

along this few lines.”

I am greatly indebted and express my profound gratitude towards

honorable guide Mr.Sanjay Sakaria (Sr.Executive) and Mr. Akhil Kumar Singh

& whole staff of Idea Cellular Ltd who suggested the problem and has been

closed and valued guide throughout the work at several occasion his

magnanimous, affectionate attitude helped me in rectifying my mistakes and

proved to be sources of unending inspiration for which I am extremely grateful

to them.

I have great pleasure in expressing my sincere and deep gratitude to my

respected Director Prof. P. N. Jha , Co-ordinator Mr. Sandeep Singh & my

guide Mr.Shouvik Sanyal, Mr.Neeraj Srivastava( Co-ordinator training &

Placement officer) and all faculty members and their valuable information &

their help.

Last but not the least; I would like to thank my parents, brother, my friends

and all other members of SMS and all those unknown whose blessings made

possible to complete my project.

Minakshi Asthana

PREFACE


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The project, which was provided to me, was study of the “Brand Health Check” of

Idea Cellular Ltd. The basic objective of this study is to touch the most important

aspects of this topic, “Brand Health Check” of Idea cellular ltd.

This study shows the perception of consumers for using Idea Cellular

services in comparison to other mobile services. This study helps in collecting

valuable suggestions from different customers for the improvement of Idea

products and services.

During the two months of summer training project from 11th may 2009 to 6th

July 2009, I collected a lot of information from various consumers and from Idea

in a proper manner to make the project report useful. This project is carried out

under partial fulfillment of PGDM-RM, 3rd semester, School of Management

Sciences, Varanasi.

Minakshi Asthana


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Mr. G. D. Birla and Mr. Aditya Birla, our founding fathers.We live by their values.

Integrity, Commitment, Passion, Seamlessness and Speed.


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INTRODUCTION

Organizational Profile:

IDEA Cellular is part of the Aditya Birla Group, India's first truly

multinational corporation. The group operates in 25 countries, and is anchored by

over 1, 25,000 employees belonging to 25 nationalities. The Group has been

adjudged 'The Best Employer in India and among the Top 20 in Asia' by the

Hewitt-Economic Times and Wall Street Journal Study 2007.

IDEA Cellular is a publicly listed company, having listed on the Bombay

Stock Exchange (BSE) and the National Stock Exchange (NSE) in March 2007.

IDEA 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, customer

focused brand.

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


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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 'NetSetter'- 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.

A premium conglomerate, the Aditya Birla Group is a leader in swathe of

products - viscose staple fiber, aluminium, cement, copper, carbon black,

insulators, garments.

The Group has also made successful forays into financial services, telecom,

software, BPO and retail sectors. Today, the Group is India's most diversified

business house.

Their Promoters are:

1. Aditya Birla Nuvo Limited


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2. Grasim Industries Limited

3. Hindalco Industries Limited and

4. Birla TMT Holdings Private Limited

The Mission of Idea Cellular ltd. is:

“We will delight our customers while meeting their individual communication

needs anytime anywhere.”

Values of Idea Cellular Ltd. are:

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.

Key words that connote Integrity are:

Ethical

Truthful

Principled

Transparent

Upright

Respectful

Commitment - 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.


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Key words that connote commitment are:

Accountability

Discipline

Responsibility

Result -orientation

Self-confidence

Reliability

Passion - 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 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.


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Key words that connote Seamlessness are:

Teamwork

Integration

Involvement

Openness

Global

Learning from the best

Empowering

Speed - one step 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 connote Speed are:

Response time

Agile

Accelerated

Timelines

Nimble

Prompt

Proactive

Decisive


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Board of Directors -

Mr. Kumar Mangalam Birla (Chairman)

Smt. Rajashree Birla

Mr. Saurabh Misra

Mr. Sanjeev Aga (Managing Director)

Mr. Arun Thiagarajan

Ms. Tarjani Vakil

Mr. Mohan Gyani

Mr. Gian Prakash Gupta

Mr. R.C. Bhargava

Mr. P. Murari

Mr. Biswajit A. Subramanian

Dr. Hansa Wijayasuriya

Management Team –

Corporate Leadership Team

Mr. 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. Pradeep Shrivastava, Chief Marketing Officer

Mr. Navanit Narayan, 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, Director - Operations

Mr. Himanshu Kapania, Director – Operations

Circle Heads


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Mr. Iyer Subbaraman S., Chief Operating Officer, Andhra Pradesh

Mr. Rajendra Chourasia, Chief Operating Officer, Madhya Pradesh & Chattisgarh

Mr. Atul Chaturvedi, Chief Operating Officer, Delhi & Haryana

Mr. T. G. B. Ramakrishna, Chief Operating Officer, Kerala

Mr. Sashi Shankar, Chief Operating Officer, Mumbai

Mr. P.Lakshminarayana, Chief Operating Officer, Maharashtra & Goa

Mr. Virad Kaul, Chief Operating Officer, Uttar Pradesh (West)

Mr. Naozer Firoze Aibara, Chief Operating Officer, Uttar Pradesh (East)

Mr. Sunil Kataria, Senior Vice President - Operations, Rajasthan

Mr. Arul Bright, Senior Vice President - Operations, Gujarat

Mr. M. D. Prasad, Senior Vice President - Operations, Bihar

Mr. Vijay Grover, Chief Operating Officer, East

Mr. M. Srinivas, Senior Vice President - Operations, Tamil Nadu & Chennai

Mr. Rakesh Kumar Singh -Chief Operating Officer , Karnataka

Mr. Anish Roy, Chief Operating Officer, Punjab, J&K and Himachal Pradesh

Mr N.N.Dutta, Vice President, Orissa


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Partners of Idea Cellular Ltd:

Some of their Technology and Content Partners:

VAS

Onmobile Asia Pacific Ltd

Cellebrum India Ltd

Siddhivinayak Astro

Services Ltd.

Kodiak Ltd

Mauj

Net4nuts India Ltd

Yahoo

Rediff

Indiatimes

Mobile2win

Sify

NDTV

ROAMING

Roamware.inc


http://www.onmobile.com/

http://www.ganeshaspeaks.com/index.jsp

http://www.kodiaknetworks.com/

http://www.mauj.com/

http://www.net4nuts.com/main/index.htm

http://in.yahoo.com/

http://www.rediff.com/

http://www.mobile2win.com/

http://sify.com/

http://www.ndtv.com/

http://www.roamware.com/

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Starhome

Bharti Telesoft

MARKETING

COMMUNICATIONS

Lowe India Pvt Ltd

Lintas Media Group

PUBLIC RELATIONS

AdFactors PR

NETWORK

Nokia - Siemens

Ericsson

BILLING

Atos Origin

The brand Idea :


http://www.starhome.com/

http://www.bhartitelesoft.com/

http://www.loweworldwide.com/

http://www.lintasmedia.in/

http://www.nokia.co.in/

http://www.siemens.com/

http://www.ericsson.com/in/

http://www.atosorigin.com/

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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

company’s 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.

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.


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Advertisements


http://www.ideacellular.com/IDEA.portal/ShowBinary/BEA%20Repository/idea/Advertisements/MPEGs/IdeaSchool.wmv

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Idea School

IDEA My Gang Card Women's Card

Idea Network Idea MMSIdea Rocks India

Brand Initiatives –

Their aim, through media buying and planning, is to create year round impact.

With the objective of strengthening their brand, they work with 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”. They seek engagement with


http://www.ideacellular.com/IDEA.portal/ShowBinary/BEA%20Repository/idea/Advertisements/MPEGs/wmv_mygang_card.wmv


http://www.ideacellular.com/IDEA.portal/ShowBinary/BEA%20Repository/idea/Advertisements/MPEGs/wmv_iri_sunidhic.wmv

http://www.ideacellular.com/IDEA.portal/ShowBinary/BEA%20Repository/idea/Advertisements/MPEGs/wmv_ideamms.wmv


http://www.ideacellular.com/IDEA.portal/ShowBinary/BEA%20Repository/idea/Advertisements/MPEGs/wmv_ideanetwork-1.wmv


http://www.ideacellular.com/IDEA.portal/ShowBinary/BEA%20Repository/idea/Advertisements/MPEGs/wmv_womens_card-1.wmv





http://www.ideacellular.com/IDEA.portal/ShowBinary/BEA%20Repository/idea/Advertisements/MPEGs/wmv_idea60sec.wmv







http://www.ideacellular.com/IDEA.portal/ShowBinary/BEA%20Repository/idea/Advertisements/MPEGs/wmv_iri_sunidhic.wmv

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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, they 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 them to evaluate their 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

their brand is perceived as “reliable/trustworthy” and one that “offers cheaper and

good promotional offers”. They have improved their rating in the Brand Track

Index calculated by the study in the past year reflecting, they believe, the growing

strength of their 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 regional preferences to

communicate effectively at the local level. They also use other mass

communication media such as the press and radio to communicate price plans and

other tactical and customer information.

All their 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.


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OBJECTIVES

The objectives of my studies are as follows:

1 .To assess the consumers' perception and attitudes towards various mobile

service providers.


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2. To assess Idea Cellular's ability to satisfy the business, entertainment and other

related needs of consumers.

3. To measure the popularity and penetration of Idea Cellular services in Lko.

4. To understand the factors behind the popularity of Idea's advertisements.

5. To know the shortcomings in the services of Idea Cellular services.

6. To know how people have come to know about Idea Cellular and it's services.

7. To come up with concrete suggestions to improve the visibility and penetration

of Idea Cellular in Lko region.

RESEARCH METHODOLOGY

Type of Research: - Descriptive

Data Collection Method: - Primary Data


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Sources of Primary Data: - Survey Method

Statistical Tools to be used for Analysis:-Tabular Presentation, Bar Charts.

Primary Data Collection Technique: - Questionnaire

Sample Unit: - Individuals.

Sample Size: - 300 Respondents.

Sampling Technique: - Convenience Sampling

Universe of Study: - Lucknow.

LIMITATIONS

No study is completed in itself however good is may be and every study has some

limitations. The limitations of study are as follows:-


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This is not an inclusive survey due to the time and resources constraints.

The findings of this study are based on the expressed opinions of the

respondents.

Since this is an opinion survey, personal based may have also crept in due to

the respondents rationalized their views.

Hesitation in filing the questionnaire.


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Analysis & Interpretation

Q.1 )Which mobile service you are using?

Mobile Service No. Of Users


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Providers

Airtel 52

Vodafone 53

BSNL 95

Reliance 45

Idea 53

Tata 22

Others 3

Interpretation:

The above graph shows that from 300 people most of the people are using

more than one mobile service, in which 95 people are using BSNL, 53 people are

using Idea and Vodafone, while 52 people are using Airtel on the other hand 45 &

22 people are using Reliance and Tata mobile services respectively and some

newly launched companies are used by only 3 people. So the BSNL has the largest

customer base while Idea & Vodafone are having second largest customer base and

so on.

Q.2) Why you have attracted towards your mobile SIM/Connection?


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Interpretation:

The above graph shows most of the people are attracted towards their mobile

service because of better service perception.

Q.3) For how many years you are using mobile phone?


Points of attraction No. of users

Frequent Advertisement 43

Word Of Mouth 18

Better service Perception 259

Depands on Reatilers Advice 32

Exciting Promotional Offers 23

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No. Of Years No. Of Users

<1yr 6

1-2 yrs 21

2-3 yrs 41

3-4 yrs 52

>4 yrs 182

Interpretation:

The above graph shows that 184 people are using mobile services from more

than 4 years, 52 people are using from more 3-4 years while 41 people said that

they are using mobile phones till last 2-3 years. Rest 21 and 6 people made a

statement that they are using their mobile phones last 1-2 years and less than 1 year

respectively.


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Q.4) How many times you have changed your mobile SIM/Connection?

No. Of Years No. Of Users

1 45

2 47

3 21

>3 16

Haven’t Change 178

Interpretation:

The above graph shows that from the study of 300 people 178 people never

changed their SIM/Connection, 16 people changed have changed it more than 3

times. While 47 & 21 people have changed their SIM/Connection 2 and 3 times

respectively. On the other hand 45 people made a statement that they changed their

SIM/Connection only once.

Q.5)What problem you often face while using your mobile connection?


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Problems No. of users

Network Failure 67

Cross connectivity 89

Poor Access 6

Poor N/w Coverage in Rural

Areas

108

Poor Voice Clarity 20

None 42

Interpretation:

The study explains that most of the people often faced poor n/w coverage in

rural areas, cross connectivity & network failure and some time they also faced the

problem of poor voice clarity & access. Some of the people are fully satisfied with

their SIM/Connection.

Q.6) Where you have seen the advertisement of IDEA Cellular?


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Medium of Advertisement No. of Viewers

TV 235

Newspaper 137

Poster 175

Magazine 35

Haven’t noticed 7

Interpretation:

The study shows that most of the people seen the advertisement of Idea

cellular on TV, Newaspapers, Posters. While minimum no. of people have noticed

Idea advertisements in magazine and very few people haven’t noticed the

advertisement of Idea cellular.So it shows that television is the best medium of

advertisement.


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Q.7)Which is the most appealing factor in IDEA advertisement?

Factors No. of People

Brand Personnel 120

Ad Concept 193

Punch line of Ad 167

Offers 46

Can’t say 8

Interpretation:

The study shows that the ad concept of Idea Cellular ltd is the most

appealing factor in Idea advertisements. The second & third appealing factor of

idea advertisements are its punch line & brand personnel respectively and the other

factor is its offers.While some people can not say anything about it.


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Q.8) Where you have seen big IDEA poster/Hording in Lucknow?

Location/Place No. of viewers

Hazratganj 188

Near Waves Flyover (Gomtinagar)

84

Kapoorthala 103

Sahara Ganj 160

Haven’t noticed 27

Interpretation:

The above graph shows that a large no. of people have seen big Idea

Poster/Hording in lko at Hazratgang and secondly people noticed it at

Saharaganj.The other places where people have noticed Idea posters/hordings at

kapoorthala very few people have noticed it at wave flyover at Gomti nagar, still

some of the people have not noticed or seen it.


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Q.9) IDEA Cellular belongs to which group of company?

Group of Companies No.of people

RPG Group 0

Aditya Birla Group 287

Bharti Group 0

Tata Group 0

Don’t Know 14

Interpretation:

The study draws a result that 287 people from 300 knows that the Idea

Cellular ltd belongs to the Aditya Birla Group while rest 17 people are unaware

about the Idea cellular belongingness.


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Q.10) Whom you have seen in (Brand Ambassador) advertisement of IDEA Cellular?

Names of celebrities No. of Respondent

Shahrukh Khan 0

Abhishek Bachchan 298

Sachin Tendulkar 0

Akshay Kumar 0

Don’t Know 2

Interpretation:

The study shows that almost a large no. of people of Lucknow are aware that

Abhishek Bachchan is the brand ambassador of Idea Cellular Ltd, a very few

persons are unaware about it.


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Q.11) The promotional offers of IDEA compared to others are.

Perception about promotional

offers

No. of respondent

Exciting 34

Good 40

Satisfactory 105

Average 111

Below Average 6

Interpretation:

The above graph shows that 111 people have said that the promotional offers

of idea are average as compared to others,105 have a perception that it is

satisfactory.While 34 & 40 people have made a statement that it is exciting and

good respectively.Only 6 people have a perception that its below average.


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Q.12) Rate your telecom service(mobile) provider on various coverage parameter. ( 1-Poor,2-Staisfactory,3-good,4-very good,5-excellent)

Call Connectivity

Service Providers

Poor Satisfactory Good Very Good Excellent

Airtel 0 3 16 19 16Vodafone 0 4 18 16 14

BSNL 0 19 54 16 4Reliance 0 3 15 14 13

Idea 0 5 19 14 11Tata 0 1 4 8 9

Interpretation:

The above study shows the following results:

1. Amongst the Airtel subscriber, 35% users rate its call connectivity as very

good.

2. 34% of Vodafone users rate its call connectivity good as compared to others.


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3. 58% of BSNL users rate its call connectivity good as compared to others.

4. 33% of Reliance users rate its call connectivity good as compared to others.

5. 39% of Idea users rate its call connectivity good as compared to others.

6. 41% of Tata users rate its call connectivity excellent as compared to others.

Voice Clarity

Service Providers


Airtel 0 6 18 23 6Vodafone 0 6 23 19 2

BSNL 0 39 40 11 3Reliance 0 6 20 12 4

Idea 0 7 23 14 8Tata 0 4 8 4 6


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Interpretation:

The above study shows the following results:

1. Amongst the Airtel subscriber, 43% users rate its voice clarity as very good.

2. 44% of Vodafone users rate its voice clarity good as compared to others.

3. 43% of BSNL users rate its voice clarity good as compared to others.

4. 44% of Reliance users rate its voice clarity good as compared to others.

5. 47% of Idea users rate its voice clarity good as compared to others.

6. 37% of Tata users rate its voice clarity excellent as compared to others.

Availability of n/w in peak hours

Service Providers


Airtel 0 11 20 17 5Vodafone 0 9 25 13 4

BSNL 0 39 42 9 5Reliance 0 11 22 7 5

Idea 0 10 23 11 8Tata 0 3 9 5 3


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Interpretation: The above study shows the following results:

1. Amongst the Airtel subscriber, 37% users rate its n/w availability in peak

hours is good.

2. 48% of Vodafone users rate its n/w availability in peak hours is good as

compared to others.

3. 45% of BSNL users rate its n/w availability in peak hours is good as

compared to others.

4. 48% of Reliance users rate its n/w availability in peak hours is good as

compared to others.

5. 46% of Idea users rate its n/w availability in peak hours is good as compared

to others.

6. 41% of Tata users rate its n/w availability in peak hours is good as compared

to others.


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Q.13) Give your order of preferences of following parameter while selecting a mobile service:

Services Most Preferred

Preferred Neutral Less Preferred

Least Preferred

Network139 108 48 5 0

Tariff38 129 85 24 14

Initial Cost

112 52 125 6 5After sales

services 3 3 42 187 65VAS

4 2 4 90 200

Interpretation:The study shows that at the time of purchasing a new SIM/Connection

mostly customers preferred the network availability first, secondly they ask for the

tariff plans, people are neutral towards initial costs after that they prefer the after

sales services and the least preferred service is Value added services.


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Q.14) Rate these telecom service providers according to overall performance: ( 1-Poor,2-Staisfactory,3-good,4-very good,5-excellent)

Service Providers


Airtel 0 1 7 15 34Vodafone 0 0 9 13 32

BSNL 0 8 48 33 14Reliance 0 6 10 8 26

Idea 0 2 11 23 20Tata 0 0 3 6 14

Interpretation:The above graph shows the following results which are:

1. Maximum no. of the Airtel users rates it excellent.

2. In case of Vodafone maximum no. of users rates it also excellent.

3. The maximum no. of BSNL consumers rates it good.

4. In case of Reliance maximum no. of users rates it also excellent.

5. The maximum no. of Idea consumers rates it very good.

6. Maximum no. of the Tata users rates it excellent.


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Q.15) If you are not a mobile user and you are planning to buy your mobile connection then,which one would you prefer to buy.

Service Providers No. of usersAirtel 66

Vodafone 62BSNL 40

Reliance 44Idea 61Tata 21

Others 6

Interpretation:The study shows that the people who are still not a mobile user or planning

to buy a new mobile connection then the no of people would like to buy Airtel

connection, secondly they prefer to Vodafone and thirdly to the Idea connection.

After that BSNL, Reliance and Tata comes in the preference list.


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SWOT Analysis

Strength:1. Idea Cellular is a part of Aditya Birla Group, India’s first truly

multinational corporation so it creates a trust among the people of India.

2. Idea Cellular Ltd is also listed in BSE and NSE in March 2007

3. The ad concept and punch line of Idea Cellular is very unique.

4. Idea has a large market penetration in 17 service areas.

5. They provide different types of services.

6. Brand personnel & brand awareness is excellent.

Weaknesses:

1. No market penetration in several part of country.

2. Poor services in rural areas of country like n/w coverage, call

connectivity etc.

3. The promotional activities are not upto the mark so still people are

unkown about brand.

Opportunity:

1. There is a huge market segment which can be penetrated by its services

in all parts of the country.

2. Services should be upto the mark.

3. Enhance the promotional activities specially in rural and flung areas.

Threat:

1. There is a huge market segment which is untapped by the Idea while its

competitors are penetrating that segment through their services.

2. If only the promotional activities are increased but still the users are not

satisfied with its services then it becomes a loss making activity.


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2009


FINDINGS

The survey is based on the 300 respondents, who are using different-2 mobile

services so the findings are as follows:

18% people are using the services of Idea cellular Ltd.

People are inclined towards the better service perception and frequent

advertisement rather than other factors for choosing a mobile

SIM/Connection.

Most of the Idea users are facing the problem poor n/w coverage in rural

areas.

96% people are aware about the brand of idea Cellular Ltd and its

belongingness.

37% people have said that the promotional offers of Idea are satisfactory as

compared to others.

39% of Idea users rate its call connectivity good as compared to others.

47% of Idea users rate its voice clarity good as compared to others.

46% of Idea users’ rate its n/w availability in peak hours is good as

compared to others.

The maximum no. of Idea consumers rates it very good.

21% people would prefer to buy an Idea mobile SIM/ mobile Connection as

a new mobile connection.


2009


Conclusion

The study has not been exhaustic and the conclusion drawn cannot be said to be

100% accurate due to some limitations. We can say that BSNL and Bharti Airtel are

in the strongest position and giving a good competition to idea.

Idea is establishing itself in a proper manner and now many people in

Lucknow are using it. It is a well acquainted brand now. IDEA is frontrunner on the

front of advertisement

as it’s advertisements are socially inspiring and brain tickling.

Most of the Idea users are facing the problem poor n/w coverage in rural

areas. The network coverage and call connectivity services should be revitalized

specially in rural areas and facilities like better VAS, speedy GPRS and lower call

rates must be introduced so that the customer satisfaction purpose is accomplished.

Idea Cellular ltd has a bright future and a large expected market in India.

Competition has been increasing in this sector & the customers are expecting more

from Idea in the forceable future. And with some more revolutionary and fresh ideas

people will be bound to say

“WHAT AN IDEA SIR JEE”


2009


Suggestions/Recommendation

Some of the important suggestions are given below which I draw from the

complete study. These are as follows:

1) The network coverage and call connectivity services should be taken into

consideration for improvement especially in rural areas, so that the

customer base increases with quality service.

2) They should provide better and cheaper VAS, GPRS with more speed &

tariff and call rates should be cheaper.

3) Launch some good corporate (CUG) plans and also promote the post paid

connections.

4) Avoid making unnecessary call and SMS to their customers by customer

care team.

5) Launch 3G service and also the idea to idea free tariff plan.

6) Do some promotional activities or social welfare programs to increase the

level of awareness among the people.


2009



2009


BIBLIOGRAPHY

Books Concerned:

1. Kothari. C. R- Research Methodology

New Age International Publishers

2. Krishnaswami . O.R. & Ranganatham. M - Methodology of Research in Social Sciences

Himalaya Publication House

3. Gupta S.P- Statistical Methods

Sultan Publications

Websites:

- www.google.com - www.ideacellular.com - www.adityabirla.com - www.wikipedia.com


http://www.wikipedia.com/

http://www.adityabirla.com/

http://www.ideacellular.com/

http://www.google.com/

2009



2009


QUESTIONNAIRE

(This survey is being conducted by management student and is only for educational purpose. We kindly request for your co-operation) Customer ProfileName: - ____________________Contact No. :- ____________________ Gender: - Male FemaleAge: - 15-25 yrs 25-35 yrs 35-50 yrs Above 50 yrsEducation: - 10+2 Graduate Post Graduate PhD

Occupation (Govt. /Private):- ___________________

1. Are you a mobile user? :- YES/N0If YES which mobile services you are using? (Multiple users can tick more than one option)

Airtel Reliance Others Vodafone Idea BSNL Tata Indicom

2. Why you have attracted towards your mobile SIM/Connection?□ Frequent Advertising

□ Referred by others

□ Better services

□ Variety of products offered

□ Exciting promotional offers

3. For how many years you are using Mobile Phone?

□ Less than 1 year

□ 1-2

□ 2-3

□ 3-4

□ Greater than 4 years


2009


4. How many times you have changed your mobile SIM/Connection?

□ 1

□ 2

□ 3

□ >3

□ Haven’t changed

5. Where you have seen the Advertisement of Idea Cellular? (You can tick more than one)

□ TV

□ Newspaper

□ Poster/Hoarding

□ Magazines

□ Haven’t Noticed

6. Which is the most Appealing factor in Idea Advertisement?□ Brand Personnel

□ Ad Concept

□ Punch line of ad

□ Offers

□ Can’t Say

7. Where You have seen big Idea Poster/Hoarding in Lucknow?□ Hazaratganj

□ Near Waves Flyover(Gomti nagar)

□ Kapoorthala

□ Sahara Ganj

□ Haven’t Noticed

8. Idea Cellular belongs to which group of company?


2009


□ RPG Group□ Aditya Birla Group □ Bharti Group□ Tata group□ Don’t Know

9. Whom you have seen in (Brand Ambassador) Advertisement of Idea Cellular?

□ Shahrukh Khan

□ Abhishek Bachchan

□ Sachin Tendulkar

□ Akshay Kumar

□ Don’t Know

10. The promotional offers of Idea compared to others are. □ Exciting

□ Good

□ Satisfactory

□ Average

□ Below Average

11. What problems you often face while using your mobile connection? (Can select more than one problem)

□ Network Failure

□ Cross Connection

□ Poor call connectivity

□ Poor coverage in rural areas

□ Poor voice clarity

12. Rate your telecom service (mobile) provider on various Network Coverage Parameter. (1- Poor, 2-Satisfactory, 3-Good, 4-Very good, 5-Excellent)


2009


Idea Call Connectivity ______ _______ _______ Voice Clarity ______ _______ _______ Availability of network in peak hours ______ _______ _______

13. If you are NOT a mobile user and you are planning to buy a new mobile connections then, which one would you, prefer to Buy?


14. Give your order of preferences of following parameters while selecting a mobile service. (1- Most preferred to 5– least preferred)

□ Network / Signal

□ Tariffs /Call rates

□ Initial cost of buying a SIM/Connection

□ After Sales Services

□ Value Added Services

15. Rate these telecom service providers according to overall performance (1- Poor, 2-Satisfactory, 3-Good, 4-Very good, 5-Excellent)


16. Your valuable suggestion for improvement of Idea Products & Services. __________________________________________________


2009


__________________________________________________ __________________________________________________

________________ Customer Signature


Idea Company Pro

Documents

Transcript of Idea Company Pro