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Presented By:Nupur NigamM.B.A. II Year0928770033
N.C.E.T
“ A COMPARITIVE STUDY ON MARKET SHARE,
PROMOTIONAL STRATEGIESAND POSTPAID SALES OF
IDEA CELLULAR LTD.IN KANPUR”
Idea Cellular is part of the Aditya Birla Group, which is India's first truly multinational corporation.
INTRODUCTION
Customer Service and Innovation are the drivers of this Cellular Brand. A brand known for their many firsts, Idea is only operator to launch GPRS and EDGE in the country.
Idea cellular is a wireless telephony company operating in various states in India. It initially started in 1995 as a join venture between the Tatas, Aditya Birla Group and AT&T by merging Tata Cellular and Birla AT&T Communications.
MISSION STATEMENT
“To address the entire spectrum of telecom services needs for individuals and corporate”
Viewing this fact the vision of the company is:
1. The Global Indian telecom Services Brand 2. The most preferred customers. 3. The most trusted telecom services company 4. Value Creation
COMPANY PROFILE
Mr Kumar Mangalam Birla has been
named the Chairman of the company.
The other directors on the board are:
Mrs. Rajashree Birla, Chairperson,
Aditya Birla Centre for Community
Initiatives and Rural Development;
Mr. Sanjeev Aga, Managing Director,
Aditya Birla Nuvo; Mr. Debu
Bhattacharya, Managing Director,
Hindalco; Mr. Saurabh Misra, Director,
Aditya Birla Management Corporation
Ltd. and CEO, UltraTech; and Mr. M. R.
Prasanna, Group Executive President
(Legal), Aditya Birla Group.
COUNTRY HEAD
ZONAL HEAD
ASSOCIATE VICE PRESIDENT
KANPUR CIRCLE
MARKETING DEPARTMENT
CUSTOMER CARE
COMMUNICATION
H R DEPARTMENT
H R COMMERCIAL
BROAD BAND
LAND ACQUISITION
MARKET SHARE
Idea, 3587, 14%
Bsnl, 2425, 10%
Tata, 1342,
5%
Virgin, 18, 0%
Bharti, 6512, 26%
Voda, 4817, 19%
Rim, 6810, 26%
Bharti
Voda
Rim
Idea
Tata
Virgin
Bsnl
BHARTI 1183 22%
BSNL 628 12%
VIRGIN 18 0%
TATA 490 9%
IDEA 810 15%
RIM 1215 24%
VODA 982 18%
BHARTI VODA RIM IDEA
TATA VIRGIN BSNL
Postpaid Sales in Kanpur
Research inculcates •Scientific and inductive thinking •It promotes the development of
logical habits of organization.
They can bring changes in their marketing strategies as per the requirement of their customers.
RESEARCH OBJECTIVES
They will come to know the future desire of their customers.
They can bring changes in their marketing strategies as per the requirement of their customers.
They will also come to know their weakness i.e. at what areas they are lacking behind and what steps should be taken up in order to remove their weakness.
This project is of Exploratory research with more of quantative analysis than qualitative. The population for this project was the entire Kanpur.
The research methodology adopted was : a) Primary QUESTIONNAIRE,
INTERVIEWb) Secondary COMPANY’S WEBSITE,
MAGAZINE
SAMPLING UNIT
The sampling unit includes all class of customers.
SAMPLE SIZE
The sample size for the study was kept at 50.
SAMPLING PROCEDURE
In the study simple random and judgment
sampling techniques are used.
SAMPLING FRAME
DATA ANALYSIS AND INTERPRETATION
DATA ANALYSIS
The Company has adopted Mass Marketing Strategy for Segmenting the Market.
The Company has used Product Specialization technique for targeting the market
The company used the method of Quality Positioning means Value for Money concept.
FINDINGSRetailer still love to work for Idea.Good Starting, Good sales force on company behalf. Company should also check the Sales Man employed by the distributor.Activation claim is a big issue.Do branding if you promised to retailer, Idea’s branding is very low as you can see by the graph of your glow sign and even your posters, flex and banners are less comparatively Airtel and other big companies.
The company should focus more on their connectivity according to the peoples needs.
The company should focus on their services as their services are going much behind the other service providers.
The company should increase their talk time in order to gain customer preference.
The customer care of reliance needed to be improved.
The company should improve their internet services and data card facility because company is lagging behind bsnl.
LIMITATIONSSometimes customers get annoyed while giving information
Sometimes Bias information provided by the customers
All customers are not aware of all the scheme of IDEA Cellular.
Collection of data of other companies.
Time is short for deep research.
ANNEXURES
Questionnaire
Bibliography
Webliography
QUESTIONNAIRE1)Are you fond of mobile phones? a)Yes b)No
2) Do you use any mobile phones? a)Yes b) No
3) Which company’s simcard do you prefer to use? a) Idea b) Airtel c) Vodafone d) BSNL e) Reliance
4) From which sources did you get information about these simcards? a) Newspapers b)Television c) Friends
5) Are you aware of Idea simcard? a) Yes b) No
6) Have you seen any advertisement of idea cellular limited? a) Yes b) No
7) Do you use Idea simcards? a)Yes b)No 8) Do you want to buy Idea sim card? a) Yes b)No c)Cant say now
9) Which factor do you considered while buying Idea Cellular Limited? a)Network b)Schemes c)Brand image d)Call Charges e)If other than please specify……………….
10) From how long do you use Idea simcard? a)less than a year b)1 to 3 year c)More than 3 years
11) Have you seen any advertisement of Idea Cellular Limited? a)Yes b)No
12) Do you face network problem any time? a)Sometime b)Never c)Often
13) In which area of service in idea simcard do you want to improve? a)Network b)Quality c)Schemes d)Call Charges.
14) Do you satisfied with the service of Idea Cellular Limited? a)Yes b)No.
15)which telecom services would you prefer from the point of view of better customer services?a)BSNL b)ideac)Reliance d)Vodafone
16)which company would you prefer on the basis of max. talktime duration?a)Vodafone b)ideac)BSNL d)Reliance
17) If not than give the suggestions for improvement. ……………………………………………………………….
Name: …………………… Sex: ………………. Age: ……………………. Qualification ……………………………………. Contact No.: ………………………………………
Bibliography
•Kothari , C.R. , Research Methodology
•Philip Kotler’s, millennium edition “Marketing Management
Webliography
•www.reliancecommunications.co.in•www.tataindicom.com•www.ideacellualar.com•www.trai.gov.in•www.vodafone.in•www.bsnl.co.in•www.virginmobiles .in