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