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. That’s 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 C) Neither satisfied nor
dissatisfied D) Dissatisfied 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 D.) Bad
E.) Very 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 it’s advertisement ?
A) Television B) Radio C) Internet
D) Print Media

INTERPRETATION: Almost everyone has seen it’s

advertisement on Television and it’s 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

GROUP 10 20
RECOMMENDATIONS
• Should enhance its distribution
system.
• Should increase its coverage area.
• Should become more customer-
friendly.
• 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