anurag kumar

7/29/2019 Anurag Kumar

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To Study 3G Products & Services in PrepaidDistribution Channel

Presented by

Anurag kumar

MBA(SEM)CDAC,NOIDA

05511809911

Idea Cellular Limted

Under the guidence of

Ms.Swati Bhatt


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INTRODUCTION


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About company

IDEA Cellular is a publicly listed company, having listed on BSE & NSE in March

2007. It is the 3rd largest mobile services operator in India with wireless

revenue market share at 13.9 % in Q1 FY2012. Idea has join the select global

operators club servicing over 100 million subscribers, as of September 2011.

Idea is a pan-India integrated GSM operator and has its own NLD and ILD

operations, and ISP license.

Idea ranks among the Top 10 country operators in the world. Idea operates

across all 22 service areas with 2G services, and 3G services are being

progressively rolled out to cover over 3,000 towns by FY 2012.

IDEA Cellular is an Aditya Birla Group Company, Indias first truly multinational

corporation.


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IDEA is a pan-India operator with services across 23 circles, namelyDelhi (NCR), Andhra Pradesh, Mumbai, Gujarat, Madhya Pradesh and

Chattisgarh, Uttar Pradesh (East), Uttar Pradesh (West), Bihar &

Jharkhand, HP, Kerela, Punjab, Haryana, Karnataka, Tamil Nadu,

Orissa, Chennai, Jammu & Kashmir, West Benagal & Kolkata, North

East.

Idea Cellular has won 3G License in 11 service areas, Maharashtra,

Gujarat, Andhra Pradesh, Kerala, Punjab, Haryana, HP, Uttar Pradesh

(East and West), MP and J &K.

Our Services Areas:


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On 19 May 2010, the Idea paid 5768.59 crores for spectrum in 11 circles.

On 28 March 2011, Idea launched 3G services in Gujarat, Himachal Pradesh

and Madhya Pradesh. The launch cities were Ahmedabad, Shimla and Indore.

This makes Idea the sixth private operator (eighth overall) to launch its 3G

services in the country following Tata Docomo, Reliance Communications, Airtel,

Aircel and Vodafone.Idea currently supports up to 21.1 Mbit/s over 2G speeds of 256 kbit/s.

However, different handsets support different speeds, from 384 kbit/s, 3.6

Mbit/s, 7.2 Mbit/s or 21.1 Mbit/s. Speeds also depend on the 3G plan/recharge

that users opt for.

The operator announced that IDEA 3G services will be available in 200 towns of

11 3G circles by mid-April 2011, progressively growing at the rate of ten towns

per day to cover 750 towns by mid-2011 and 4000 towns by the end of 2012.

Idea cellular has announced a cut of 70% in the tariff of its 3G services.

3G


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CIRCLE WISE OPERATOR ALLOCATION


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Organization Structure


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To understand 3G Products & Services in Prepaid Distribution

Channel in Idea Cellular Limited.

Objective of Project


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This entire project to study 3G Product & Services and tofind out Major Driving Factor as well as Level of Consumer

Satisfaction in IDEA Cellular Limited.

To understand the Sales Process in 3G function and which

activities takes place in the organization i.e. LeadGeneration, Marketing Plan Communication , Cold Call,

Product Demonstration, Negotiation , Closing the Sales

and Services to Customer.

And to Study Major driving Factor behind the Product

Purchase and Level of Consumer Satisfaction against

Services.

SCOPE OF STUDY


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3G is the third generation of mobile communication

systems that allows customers to use a wide range of

services at faster speeds.

3G

DO WITH 3G

Video Calling & Conferencing

Mobile Internet

Live TV (a bouquet of 100 Channels , available via a

downloadable application that allows you to watch MobileTV)

Video on Demand

Idea Mall


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On 23 November 2011 Idea Cellular launched two affordable 3G handsets inIndia: Idea 3G Smartphone Blade priced at 7,992 and Idea 3G Smartphone

priced at 5,850. Both handsets are based on Android 2.2 Froyo.

Idea has also launched a Dual-SIM Android smartphone in India on June 15,

2012 named as Idea ID-918 at a price point of Rs.5,994 ($108 approx.) It

features Android v2.3 OS, 3.2-inch capacitive touchscreen, 3G, Wi-Fi and 3.2MP rear facing camera.

Idea 3G Smartfone


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Idea Cellular Limited is a telecom operation based Service

Provider company based on Voice and Data Services.

VOICE Customer

DATA Customer (2G and 3G) Data Card and 3G Handset User

Blackberry Smart Phone

Enterprise Business Unit (Corporate)

Target Customer:


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SIM

DATA CARD

HANDSET

FLEXI RECHARGE ( n NO. Of Flexi Recharge)

PAPER COUPON RECHAGRE

Products of Organization


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IDEA 3G PRODUCT AT A GLANCE

id-918

id-280

BLADE

1732 NetSetter

E5 Wi-Fi Idea E367 NetSetter

BlackBerry Curve 8520


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0.5/10 Kb *1024 = 51.2/100 = 0.51p/Mb

1Gb = 0.51 * 1024 = Rs. 522

5p/10 KB * 1024 =512/100 =5.12 Rs./Mb1Gb = 5.12 * 1024 = Rs. 5242.88

Default Rate

10p/10 Kb*1024 = 1024/100 = 10.24 Rs. /Mb

1Gb =10.24 * 1024 = Rs. 10485.76

IDEA 3G Billing Process


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IDEA 3G Prepaid Netsetter & Mobile handheldsuper saver 3G Products


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Idea Prepiad FRC Product


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The Idea Net Setter supports the followingstandards: Wideband Code Division Multiple Access (WCDMA)

Global System for Mobile Communications (GSM)

Enhanced Data Rates for Global Evolution (EDGE)

General Packet Radio Service (GPRS)


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An IDEA NETSETTER,Speed

HSUPA data service of up to 5.76Mbps

HSDPA data service of up to 3.6 MbpsUMTS PS domain data service of up to 384 kbps

EDGE packet data service of up to 236.8 kbps

GPRS packet data service of up to 85.6 kbps


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Service Data

Volume

2G-GSM GPRS PSTN/ ISDN 3G UMTS

Speed 9.6kbps 50kbps 64kbps 128kbps 384kbps 2Mbps

E-mail 5KB 8 sec 1.7 sec 1.6 sec 1.2 sec 0.5 sec 0.5 sec

SMS with Photo 5KB (JPEG) 8 sec 1.7 sec 1.6 sec 1.2 sec 0.5 sec 0.5 sec

Web Page 20 KB 20 sec 4.5 sec 4 sec 2.4 sec 0.8 sec 0.5 sec

Document 100 KB 2 min 35 sec 25 sec 12 sec 4 sec 1 sec

3-min audio CD 2MB (MP3) 40 min 9 min 6.5 min 3 min ---- ----

10s video clip 600 KB

(MPEG-4)

10 min 2.5 min 1.5 min 45 sec 15 sec


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MARKETING CHANNEL

In this channel first manufacture produce the

simcards & datacard, and then they sent to the

wholesaler as per the order. Wholesalers send

to the retailers and shopkeepers and then lastly

retailer sales to customer.

PULL Strategy is develop by the Idea Cellular. As Idea Cellular is very

known brand and is punch line is For the People, By the People, Ek ideajo badal de aapki duniya and An Idea Can Change Your Lifewhich is

very good thats why Penetrated Market consumer know about that and they

ask about Idea 3G Product & Services


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DISTRIBUTION CHANNEL


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We will use selective distribution. It involves the use of less

intermediaries who are willing to carry the particular

product. It can gain adequate market coverage with more

control and less cost.

Distribution Strategy for Idea Cellular:


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USSD


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CUSTOMER PUK ON CARE USSD


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Crack Sales Strategy

PJP ( Permanent Journey Plan)

BEAT Plan

Classification of Retailers

A : > 50

B : 20- 49

C : < 20

DPL ( Dealer Per Lacs)

Example: Let 100000 Subs : 30 Dealers ( CSS Norms : 1.25 / 1000

Pop.)

Distibutor Population Present Dealer Additional

Dealer

Calculation

A 20000 5 1 (30/100000)*20000

B 30000 3 6 (30/100000)*30000

C 26000 8 - (30/100000)*26000

D 24000 4 3 (30/100000)*24000

Enhanced the Reach

First Mover Distibution Advantage

Break Target

Daily and Weekly Review

Short Term Goal


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Understanding Prepaid Distribution

Plan Communication

Scheme Communication in Idea 3G service camp

SSO Expansion 3G Datacard Promotion activity

Smartphone Promotion Activity

Knopy Activity

Participation during Training


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2 month Total Business in distribution Channel

entire Philbhit

RECHARGE RETAILER ACTIVATION SSO SECONDARY Distributor

3.5 Crore 2400 60,000 2200 2400 40


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Market Visit

Pilibhit Bilsanda Marori KareliBamroli Bhaden Kanja Madhwapur Itgaon

Bisalpur Kananka Amarta Rahencha

Barkhera Pania Pota Gajrola

Mala Lalorikhera Resola Jahanabad

Pareva Tikari Piparia Santosh Neuria

Piparia Majhola Amaria Kalinagar

Madhotanda Ghabiya Puranpur Bhikaripur

Hatua Karod Jangroli Jarakothi

Nadha Shiv Nagar Khajuria Pachpeda KhamariaPandari


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GEOGRAPHICAL AREA: The study is conducted in

Philibhit/Barily Zone

RESEARCH DESIGN: Descriptive research design.

SAMPLE TECHNIQUE : Convenience method

SAMPLE SIZE : 50

DATA USED : Primary data is collected

DATA COLLECTION METHOD : Through Questionnaire

Research Methodology


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Data was collected and excel sheet was maintained for all

responses then from this pie charts were created to

analyze the data

DATA ANALYSIS


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Customer prefer 3G Mobile Internet Service


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Value Added Service Customer are using with3G Mobile Internet Service


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Customer are interested in Case of 3GMobile Internet Service


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Reason behind the purchase of 3GMobile Internet Service:


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Operator communicate all the new offer ofMobile Internet Service Data Card andHandset


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Customer preferred 3G Smartphone withenabled platform


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Major driving factor behind the growth of 3G product are

high speed internet, plug & play, instant connectivity,

unlimited plan.

The customer prefers 3G services due to High Speed

Download and Upload and web surfing.

The customer has more focused on value Added Services

like Live TV, Video Calling and mobile Internet.

Most of the Customer are often interested in case of 3G

Mobile Internet Services in Unlimited 3G Plan at high

Speed and second priority is Superior Indoor Connectivity.

CONCLUSION


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Most of Customer receives call regarding communication

of New Offer but there was also big percentage of

consumer who is not getting communicated regarding new

offer. So it is very essential to communicate the updated

plan to retain the customer.

I found that 32% Customer are still with Symbian and 28%

Customer are tended toward Android Version. Idea Mobile

Phone is based on Android OS. Android version has option

of millions of Software can consumer download withAndroid Market.


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Most of Customer are satisfied with Idea Netsetter dongle andhandheld mobile Speed , Idea Tariff Plan both 3G & 2G and available

3G Coverage in entire Pilibhit. But there was major problem of Issue

resolution because of unavailability of Exclusive Service Centre for

Data Product. Because Idea have tie up with Huwavi ,ZTE and Alcatel

for Data Product like Datacard and Mobile .

So issue is there if there is any network related fault then Prepaid

Point are able to troubleshoot the problem on spot but if the problem

is handset or dongle related then instant solution not available over

there for the consumer .

So After Sales Services and Issue Resolution are major constraint

behind hampering the exponential growth in Pilibhit.WOM effect is

very essential for Data Services Growth.

PROBLEM


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Limitations Of Project

Time Constraint research was carried on for short

duration of 2 months.

Area of study is limited 3G users in Philibhit.

Response

respondents were hesitating to shareinformation


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IDEA Market visibility(Barily Zone)-Pilibhit


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Market 3G Promotion & Visibilty


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IDEA Branding Hamara gaon Hamara Idea


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3G Promotion with Demo & Speed test


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3G Banners


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Customer Interaction


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Thank You

anurag kumar

Documents