The project titled MARKETING AND ADVERTISMENT STRATEGY OF IDEA CELLULAR has been carried out for IDEA CELLULAR. The main objective of this project is to know the Status of the company with the competitor and how to regenerate their confidence in the prevailing market condition. The whole summer internship period with IDEA CELLULAR has been full of learning and sense of contribution towards the organization. In this project the great emphasis is given to the customer minds in respect to preferring the needs and wants of the customer is taken into consideration. IDEA CELLULAR is a telecom network providing company. The main objective of this company is to provide the best services to there customer in low cost with their competitor. They offer more value added service in marginal cost. Occasionally they give some offers for the benefit of the customers and retailer and distributor. According to the study of the markets, it is being observed that there are many players available in the markets and some of them are really doing well. The needs and wants of the client taken into consideration. I hope IDEA CELLULAR will recognize this as well as take more references from this project report. MARKETING department has been given more emphasis for the study of the project because it is the only sector where all type of Age group, Income class and different level of people are represented. According to the market study, Meerut is one of the potential markets for the telecom service because a single person uses many SIM(network services).due to some drawback in the service they do like this ,If the company removes their drawbacks then its sure that the company will get great response from the customer.
I hope Idea Cellular will recognize this as well as take more references from this project report. The main objective of this project is to know the Marketing drawbacks and awareness of their brand in Meerut UP Market which is one of the potential market for customer but company has to give special emphasis on customers demands for services.
TABLE OF CONTENT
1. CHAPTER-1 INTRODUCTION 2. CHAPTER-2 COMPANY PROFILE SWOT analysis 3.CHAPTER-3 3.1 OBJECTIVE OF THE PROJECT 3.2 IMPORTANCE AND SCOPE OF THE PROJECT 4.CHAPTER-4. LITERATURE REVIEW
5. CHAPTER -5. RESEARCH METHODOLOGY 5.1 5.2 5.3 RESEARCH DESIGN DATA COLLECTION LIMITATION
6. CHAPTER -6. DATA ANALYSIS AND INTERPRETATION 7.CHAPTER -7 7.1 7.2 7.3 FINDINGS CONCLUSION RECOMMENDATIONS & SUGGESTIONS
8. APPENDICES 9.BIBLIOGRAPHY
CHAPTER 1 INTRODUCTION
INDUSTRY OVERVIEW
Telecom Industry in India:
The telecom industry is one of the fastest growing industries in India. India has nearly 200 million telephone lines making it the third largest network in the world after China and USA. With a growth rate of 45%, Indian telecom industry has the highest growth rate in the world. Much of the growth in Asia Pacific Wireless Telecommunication Market is spurred by the growth in demand in countries like India and China. Indias mobile phone subscriber base is growing at a rate of 82.2%. China is the biggest market in Asia Pacific with a subscriber base of 48% of the total subscribers in Asia Pacific. Compared to that Indias share in Asia Pacific Mobile Phone market is 6.4%. Considering the fact that India and China has almost comparable populations, Indias low mobile penetration offers huge scope for growth.
government's Ministry of Communications. Telecom sector was considered as a strategic service and the government considered it best to bring under state's control. The first wind of reforms in telecommunications sector began to flow in 1980s when the private sector was allowed in telecommunications equipment manufacturing. In 1985, Department of Telecommunications (DOT) was established. It was an exclusive provider of domestic and long-distance service that would be its own regulator (separate from the postal system). In 1986, two wholly government-owned companies were created: the Videsh Sanchar Nigam Limited (VSNL) for international
telecommunications and Mahanagar Telephone Nigam Limited (MTNL) for service in metropolitan areas. In 1990s, telecommunications sector benefited from the general opening up of the economy. Also, examples of telecom revolution in many other countries, which resulted in better quality of service and lower tariffs, led Indian policy makers to initiate a change process finally resulting in opening up of telecom services sector for the private sector. National Telecom Policy (NTP) 1994 was the first attempt to give a comprehensive roadmap for the Indian telecommunications sector. In 1997, Telecom Regulatory Authority of India (TRAI) was created. TRAI was formed to act as a regulator to facilitate the growth of the telecom sector. New National Telecom Policy was adopted in 1999 and cellular services were also launched in the same year. Telecommunication sector in India can be divided into two segments: Fixed Service Provider (FSPs), and Cellular Services. Fixed line services consist of basic services, national or domestic long distance and international long distance services. The state operators (BSNL and MTNL), account for almost 90 per cent of revenues from basic services. Private sector services are presently available in selective urban areas, and collectively account for less than 5 per cent of subscriptions. However, private services 6
focus on the business/corporate sector, and offer reliable, high- end services, such as leased lines, ISDN, closed user group and videoconferencing. Cellular services can be further divided into two categories: Global System for Mobile Communications (GSM) and Code Division Multiple Access (CDMA). The GSM sector is dominated by Airtel, Vodfone-Hutch, and Idea Cellular, while the CDMA sector is dominated by Reliance and Tata Indicom. Opening up of international and domestic long distance telephony services are the major growth drivers for cellular industry. Cellular operators get substantial revenue from these services, and compensate them for reduction in tariffs on airtime, which along with rental was the main source of revenue. The reduction in tariffs for airtime, national long distance, international long distance, and handset prices has driven demand.
performance ethic pegged on value creation for its multiple stakeholders. The combined holding of the Aditya Birla Group companies in Idea stands at around 57 per cent. With ambitious future plans, the company is poised for rapid growth.
MISSION The Indian telecommunications market for mobile services is divided into 23 Circles. There are four metropolitan Circles, covering the cities of Mumbai, Delhi, Kolkata and Chennai, and 19 Circles classified by the Government as category A, category B or category C, which cover the rest of India. These classifications are based principally on a Circles revenue generating potential, with metropolitan and category A Circles having the highest revenue potential.
Established Circles IDEA operate in the metropolitan Circle of Delhi, the category A Circles of Andhra Pradesh, Gujarat and Maharashtra, and the category B Circles of Haryana, Kerala, Madhya Pradesh and Uttar Pradesh (West). Licenses for the Maharashtra and Gujarat Circles were awarded to us in December 1995, with network rollout and commercial launch achieved in 1997. Subsequently, in January 2000, we merged with Tata Cellular Limited, the mobile operator in the Andhra Pradesh Circle, and integrated its operations into ours by January 2001. In February 2001, we acquired RPG Cellcom Limited, the mobile operator in the Madhya Pradesh Circle, with full integration of this Circle with ours achieved by June 2001. We acquired the license for the Delhi Circle during the fourth mobile license auction in October 2001, with network rollout and commercial launch by
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November 2002. Escotel Mobile Communications Private Limited (Escotel), which we acquired in January 2004, was awarded the original licenses in the Circles of
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MANAGEMENT HIRERKEY Board of Directors Mr. Kumar Mangalam Birla (Chairman) Smt. Rajashree Birla Mr. M.R. Prasanna Mr. Saurabh Misra Mr. Sanjeev Aga (Managing Director) Mr. Arun Thiagarajan Ms. Tarjani Vakil Mr. Mohan Gyani Mr. Biswajit Anna Subramanian Mr. Gian Prakash Gupta Management Team Corporate Leadership Team
Mr. Sanjeev Aga, Managing Director Mr. Anil J. Jhala, Chief Financial Officer Mr. Anil K. Tandan, Chief Technology Officer Mr. Prakash K. Paranjape, Chief Information Officer Mr. Pradeep Shrivastava, Chief Marketing Officer Mr. Amar Babu R K, 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, Chief Operating Officer, Corporate Mr. Himanshu Kapania, Chief Operating Officer, Corporate
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Circle Heads
Mr. Iyer Subbaraman S., Chief Operating Officer, Andhra Pradesh Mr. Rajendra Chourasia, Chief Operating Officer, Delhi & NCR Mr. Gururaj D. Kulkarni, Chief Operating Officer, Gujarat Mr. Cherian Peter, Vice President - Operations, Haryana & Himachal Pradesh Mr. T. G. B. Ramakrishna, Chief Operating Officer, Kerala Mr. S. Sashi Shankar, Chief Operating Officer, Madhya Pradesh & Chattisgarh Mr. P. Lakshminarayana, Chief Operating Officer, Maharashtra & Goa Mr. Virad Kaul, Chief Operating Officer, Uttar Pradesh (West) Mr. Subodh K. Srivastav, Vice President - Operations, Uttar Pradesh (East) Mr. Puneet Krishnan, Vice President - Operations, Rajasthan
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Coverage Idea Cellular Ltd has seen phenomenal growth since its inception. Idea Cellular's footprint idea is to first achieve critical mass, then drill deep instead of spreading thin.
In keeping with this, the company has been providing excellent service to its subscribers in various states. It controls a portfolio of India's most attractive and contiguous telecom geographies, including the circles of Andhra Pradesh & Delhi (inclusive of NCR), Gujarat, Haryana, Himachal Pradesh, Kerala, Madhya
Pradesh & Chattisgarh, Maharashtra & Goa (excluding Mumbai), Rajasthan, Uttar Pradesh (W), Uttar Pradesh (E). With a footprint dominating the map of India, Idea Cellular accesses over 60% of India's total telephony potential. The company is now poised to launch its services in new circles - namely Mumbai and Bihar. Idea Cellular Ltd, however, does not believe only in increasing geographic footprint - it also drills deep and successfully attempts to provide excellent network coverage in all its circles of operations. Brand Information The brand Idea 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 companys 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.
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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
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. Brand Initiatives Our aim, through media buying and planning, is to create year round impact. With the objective of strengthening our brand, we 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. We seek engagement with 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, we have commissioned a Brand Track Index Study to evaluate the health of our brand. The Brand Track Index Study is a monthly study
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conducted by TNS, a marketing consultant engaged by us to evaluate our 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 our brand is perceived as reliable/trustworthy and one that offers cheaper and good promotional offers. We have improved our rating in the Brand Track Index calculated by the study in the past year reflecting, we believe, the growing strength of our 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. We also use other mass communication media such as the press and radio to communicate price plans and other tactical and customer information. All our 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. Our Values Values We Value : 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:
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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. 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 17
geographies. Leveraging the available diversity to garner synergy benefits and promote openness through sharing and collaborative efforts. 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
Our Promoters The Aditya Birla Group is India's first truly multinational corporation. Global in vision, rooted in Indian values, the Group is driven by a performance ethic pegged on value creation for its multiple stakeholders. Its 66 state-of-the-art manufacturing units and sectoral services span India, Thailand, Indonesia, Malaysia, Philippines, Egypt, Canada, Australia and China.
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SWOT ANALYSIS
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Chapter 3 OBJECTIVES
The objectives of the research are: . To Understand Marketing Strategy of Idea Cellular To understand the advertisement strategies of Idea Cellular Ltd. A study on the effectiveness of recent advertisement campaign of Idea cellular specially endorsement by Abhishek Bachan Effectiveness of advertisement on the customers of Meerut UP. This comprises the objectives and the basic problems to which the study will probe in to and this will help the company in their next financial year.
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Step 1: Define the problem, the decision alternatives, and the research objectives There are many brands available in market like Airtel, Vodafone, Tata, Reliance and Virgin. So, if any of these mobile operators give new schemes in less price then customers easily get attract from the scheme and switch over from our brand. Step 2: Develop the research Plan The second stage of marketing research requires developing the most efficient plan for gathering the required information. This involves decision on the data sources, research
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approaches, research instruments, sampling plan and contact methods. So the research we will select questioner method i.e. we will prepare questioner and do the research. Sampling plan: After deciding on the research approach and instruments, the marketing researcher must design sampling plan. These call for 3 decisions. 1. Sampling Unit: Who should we survey? In Idea Cellular the target consumer is the consumer of age between 15 to 60 years. 2. Sample Size: How many people should we survey? In this step marketer decides from which area and number of sample they take for research. For e.g. the researcher decides to take the sample of 200 respondents from the society. 3. Sampling procedure: how should we choose the respondents? After the researcher has decided the sample unit and sample size they should decide how should be choose the respondents. There are two sampling procedure. Probability sample: it means he gives equal chance to all the respondents. Non probability sample: it means unequal chance to the respondent.
And for the researcher non probability sample is easy to reach to the respondents for his research process. Research will choose non probability sample and in this process he will choose convenient sample i.e. the researcher select the most assessable population members. Step 3: Collect the information
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The data collection phase of marketing research is the most expensive and the most prostrate to error. Today is the era of computer technology and so the researcher will use computer technologies i.e. new researcher software, internet etc. and face to face methods for fill up the questionnaire and gather the information. Step 4: Analyze the information The next step in the process is to extract findings by analyzing the information and developing frequency distribution. The researchers now compute averages and measures of dispersion for the major variables and apply statistical techniques and decision models in the hope of discovering additional findings. Step 5: Present the findings As the last step, the researcher presents findings relevant to the major marketing decisions facing management. Researchers increasingly are being asked to play a consulting role in translating data and information into recommendations. They are also considering ways to present research findings in as understandable and compelling a fashion as possible. Step 6: Make the decision The study conducted is a conclusive descriptive statistical study; the researcher comes to the decision which is precise and rational. The study is conclusive because after doing the study the researcher comes to a conclusion regarding the position of the brand in the minds of respondents of different firms groups. The study is statistical because throughout the study all the similar samples are selected and group together. All the similar responses are taken together as one and their percentages are calculated. Thus, this conclusive descriptive statistical study is the best study for this purpose as it provides the necessary information which is utilize to arrive at a concrete decision 25
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effort on particular area or particular villages where the network of idea cellular is not available. So the Idea Cellular decides to put its effort for Idea Cellular Services in particular areas or villages. Now a day Idea Cellular has started to give a new network towers in small villages for choosing their target market. Penetrated Market: Penetrated market is set of consumers who are buying the companys product. As the Idea Cellular made its effort on small villages and some particular areas and in India most of the people especially young generation wants new schemes and less call rates and also new sms schemes and Idea Cellular provides all these facilities in lower cost as compare to other one. So the penetrated market of the Idea Cellular is also large.
2. Estimating Current Demand: Researcher is now ready to examine some of methods for estimating current market demand. Marketing executives want to estimate total market potential, area market potential and total industry sales and market share. Total Market Potential: Total Market Potential is the maximum amount of sales that might be available to all the firms in an industry during a given period, under a given level of industry marketing effort and environment conditions. A common way to estimate total market potential is as follows:-
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Total Market Potential = Potential No. of Buyers X Average Quantity Purchased By a Buyer X Price
For e.g.: Total Market Potential = 20000 buyers X 1 simcard X Rs. 30 = Rs. 6,00,000 Total Market Potential
Area Market Potential: Companies face the problem of selecting the best territories and allocating their marketing budget optimally among these territories. Therefore, they need to estimate the market potential of different districts, towns, cities, states, and nations. Two major methods of assessing area market potential are available: the market builds up method, which is used primarily by business marketers, and the multiple-factor index method, which is used primarily by consumer marketers. The marketer has decided to use Market-Buildup Method as this method gives accurate result.
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Family: The family is the most important consumer buying organization in society, and family members constitute the most influential primary reference group. In family if some one using the service of Idea Prepaid Simcard than the other members is influenced by the family members and also use the service of Idea Prepaid Simcard. Status: One of the advertisement campaign is Aaj Se Koi Bi Apne Nam Se Nahi Jana Jayega. From this campaign many high level people and also politicians using Idea Prepaid Simcard because of adding value in their status. So status also affect in increasing in demand. Personal Factors: Age and stage in the life cycle: This affects much when a students in their schooling they dont want much services and schemes in prepaid simcards, but after passing their schooling they entered in college and so that at that time they wants more services and schemes in reasonable price for connecting with friends and relatives or increase their contacts. So this factor is much affects on demand of Idea Prepaid Simcard. Occupation and economic circumstances: This also affects the demand because in any occupation company have a more contacts with customers, suppliers etc. so that they wants to connected with their suppliers and customers and so that they want less call rate in reasonable price. So occupation and economic circumstances are also affects the demand of the Idea Prepaid Simcard. Personality and self concept: This has also affect on the demand of the Idea Prepaid Simcard because a person has its own view point of selecting the product and if does not like the Idea Prepaid Service he may switch over to the other prepaid simcard. Lifestyle and values: It also affects the demand of the Idea Prepaid Simcards because persons lifestyle and its value play a great role in choosing any product. 30
Geographic: Region: Idea GSM services are licensed in 13 circles of India, so that these services are used by people in different circles and also used by different region people. City: Idea Prepaid Simcard is used in metro city, mega city and also in small villages because of reasonable prices and also offered many schemes for people in less monthly rental.
Demographic: Age: Idea Prepaid Simcard is used by age group of 15 to 55 years. Now-a-days this prepaid service is also used by below this age group. Family size: We can also segment our product based on family size because if the family size is large and if they are using more mobile phones in family for connected with each other then they also using prepaid services. Income: Income is not much affects in segmenting the market because price of Idea Prepaid is reasonable and the lower class people also afford it. Occupation: Occupation also affect in segmenting the market because Idea Prepaid simcard is only not used by lower class and middle class people but also used by higher class people who have their own business. 31
Education: Education does not affect the segment of the Idea Prepaid Simcard because Idea Prepaid Simcard has been used by educated people as well as uneducated people.
Psychographic:Lifestyle: Lifestyle also affects in segmenting the market. So the marketer while segmenting the market of Idea Prepaid should keep this in his mind, because high class people also using this service. Personality: Personality does not affect the Idea Prepaid Service in segmenting his market.
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Introduction: In the initial stage Idea Cellular was introduced in all the major cities of India. There were many competitors in the tele-communication business, which provided the line-based connection and wireless connection whereas Idea Cellular provided the wireless connections to the customers. So profits are nonexistent because of the heavy expenses on giving schemes of service introduction. In the case of Idea Prepaid Service as it was introduced in the year 1995 so it was the introduction stage. Growth: In the growth stage, the Idea Cellular sales started growing. And the profits also started rising. Idea Prepaid Service growth stage was year 2002 because by the 2002s, Idea Prepaid got the 1 million subscribers, and in 2005 it crossed 5 million subscribers. Maturity: Idea Cellular is right now in the maturity stage, because they have got most of the market share. There has also been an increase in competition; new companies like Reliance GSM, Aircel etc. also enter into the market. The Idea Cellular had made not only the service modification, but also extend their market.
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So, we can say that Idea Cellular is today on its maturity stage of its product life cycle.
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Promotion: Idea cellular Ltd. is using promotion strategy for increase the sales and demand of the product. They are giving schemes like free sms services, GPRS service, less call rates etc. in reasonable monthly rental so that customer can easily attract from this promotional schemes.
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Marketing Channel
The marketing channel of Idea Cellular is as below.
In this channel first manufacture produce the simcards 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 and An Idea Can Change Your Life which is very good thats why Penetrated Market consumer know about that and they ask about Idea Prepaid Simcards.
Distribution Strategy
There are three types of distribution strategies.
Exclusive Distribution: Exclusive distribution means severely limiting the number of intermediaries. It is appropriate when the producer wants to maintain control over the service level & outputs offered by the resellers & it often includes exclusive dealings arrangement by granting exclusive distribution, the producer hope to obtain more dedicated & knowledgeable.
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Selective Distribution: Selective distribution relies on more than a few but less than all of the intermediaries willing to carry a particular product. It makes sense for established companies seeking distributors.
Intensive Distribution: In intensive distribution the manufacturer places the goods or services in as many outlets as possible. This strategy is used for items such as snack foods, soft drinks, newspapers, candies etc.
manufacturer
Wholesaler
Retailer
Consumer
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Distribution Strategy for Idea Cellular: 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.
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RESEARCH METHODOLOGY
1.
According to Clifford Woody Research comprises defining and redefining problems formulating hypothesis or suggested solutions; collecting organizing and evaluating data; making deductions and reaching conclusions; and at last carefully testing the conclusions to determine whether they fir the formulating hypothesis.
2. Research approaches 3. Descriptive research :The research study is conducted through descriptive research. Descriptive research design is a scientific method which involves observing and describing the behavior of a subject without influencing it in any way or to identify the cause of something that is happening. For instance, this research could be used in order to find out what age group is buying a particular Brand of the product, where a companys market share differs between geographical region or to discover how many competitors a company has in their conducting the research must comply with strict research requirement in order to obtain the most accurate figures / results possible. 4. Research design A research design is the determination and statement of the general research approach or strategy adopted for the particular project. 5. Sample size The number of sample is 110 from Gujrola and adjoining market, which fulfills the requirement. Each respondent is treated as a case of detailed analysis 6. Sampling design
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Convenience sampling is used for this study. Convenience sampling is used in exploratory research where the researcher is interested in getting an inexpensive approximation of the truth. As the name implies, the sample is selected because they are convenient. This non probability method is often used during preliminary research efforts to get a gross estimate of the results, without incurring the cost or time required to select a random sample. 7. Data collection method For the accumulation of data the sources were primary and secondary data. Primary Data: These data are raw material. They are the measurement observed and recorded as a part of original study. They are original in character. The investigator or researcher directly collects this data. The basic form of obtaining this data is by observing and questioning. The Primary data was a detailed interview schedule with the help of a detailed questionnaire. The samples were drawn purposively from various areas for the relevance of the study. Discussions were held with the general, branch manager and executives of the company to design and execute the research Secondary Data: They are not originally drawn by the researcher as fresh data. These are collected by some other person for this purpose and published. These types of data can be collected through various sources. For this study the secondary data were collected from magazines ,journals , references and websites and manuals of the TATA Indicom. Tools and techniques of analysis
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8. Percentage analysis and statistical tools were used in the study. The statistical tools used for data analysis are Rank correlation and hypothesis testing. ANOVA and t test had applied for hypothesis testing. 9. Rank Correlation = If Rank Correlation is negative we can say that there is no correlation between the variable,if rank correlation is positive we can say that there is a relation between the variable, if theRank correlation is less than.06 we can say that there is a low degree of relation between the
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Research Design
Sample Design
Data Collection
Data analysis
Reporting of Findings
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RESEARCH DESIGN Research Design specifies the methods and procedures for conducting a particular study. A Research Design is the arrangement of conditions for collection and analysis of the data in a manner that aims to combine relevance to the research purpose with economy in procedure. Research Design is broadly classified into three types as Exploratory Research Design Descriptive Research Design Hypothesis testing Research Design
On the basis of the objective of study, the studies which are concerned with describing the character tics of a particular individual, or of a group of individual under study comes under Descriptive Research Design. Descriptive Research Design: In this research design the objective of study is clearly defined and has accurate method of measurement with a clear cut definition of population which is to be studied.
For TV Sating the research problem Two steps are involved in for SPECIFIC CERAMIC the research problem: Understanding the problem Rephrasing the problem into meaningful terms from an analytical point of view. The training sessions are conducted in the beginning of training in order to make us clear about the task provided and how to handle the different situations.
SAMPLING DESIGN 46
A Sample Design is a definite plan for obtaining a sample from a given population. It refers to the technique and the procedure adopted in selecting items for the sample. The main constitution of the sampling design is as below1. Sampling Unit 2. Sample Size 3. Sampling Procedure SAMPLING UNIT A sampling framework i.e. developed for the target population that will be sampled i.e. who is to be surveyed. Customers
SAMPLE SIZE It is the substantial portion of the target population that are sampled to achieve reliable results. Sample size = 110 respondents (Customer) at Meerut and Bulandshahar. SAMPLING PROCEDURE The procedure to choose the respondents to obtain a representative sample, a nonprobability sampling technique is applied for the target market. Non-Probability Sampling It is a purposive sampling which deliberately chooses the particular units of the universe for constituting a sample on the basis that the small mass that they so select out of a huge one will be typical or representative of the whole. Judgment sampling: To select population members who are good prospects for accurate information?
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LIMITATIONS
While learning any thing new there are some limitations and this project is no exception. Limitations while making projects 1. sometime problems were faced while collecting data. 2. as it was the first time experience of learning while working so it takes time to adjust. Limitation of time Time availability was one of the biggest limitations face due to shortage of time we had to limit the work in its present form. Other limitations 1. Since I did not have any previous experience so it may have led to discrepancies in the report. 2. As the environment was very new to me so it takes some time to become friendly.
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Secondary sources : The secondary sources includes online sites, newspapers and templates from IDEA distributions centers and IDEA Customer Care.
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People know about IDEA cellular service through 30 % Friends 70% Advertisements 5% Other Sources
30 70 5 105
70 60 50 40 30 20 10 0
friends advertisements other sources
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Feature of IDEA forced people to use IDEA is 35% Advertisements 35%Goodwill Advertisements Connectivity Schemes Goodwill 30 70 5 105 30% 70% 5% 105% 20% Connectivity 10%Schemes
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Peoples first choice of cellular service when they want to use mobile phone IDEA 45% vodaphone 30% IDEA 8% RELIANCE 10% TATA INDICOM 5% OTHERS 2%
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Advertisements 25%
Connectivity 60%
Schemes 15%
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IDEA users in peoples phone book Less than 30% 30% - 70% More than 70% : : : 15% 25% 60%
: : :
85% 2% 13%
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People like most in IDEA is NOKIA + IDEA IDEA MAGIC Postpaid services IDEA Broadband : : : : 5% 8% 1% 86%
Service liked by people most in IDEA is IDEA missed you service Ring tones Hello tunes : : : 63% 15% 22%
RINGTONES
: : :
More talktime
IDEA is #1 in India
Yes No
: :
95% 5%
Yes No
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Findings
Strategic alliance The company has a strategic alliance with SingTel. The investment made by SingTel is one of the largest investments made in the world outside Singapore in the company. The company also has a strategic alliance with Vodafone. The investment made by Vodafone in Bharti is one of the largest single foreign investments made in the Indian telecom sector.The companys mobile network equipment partners include Ericsson and Nokia. In the case of the broadband and telephone services and enterprise services (carriers), equipment suppliers include Siemens, Nortel, Corning, among others. The Company also has an information technology alliance with IBM for its group-wide information technology requirements and with Nortel for call center technology requirements.
OutsourcingThe call center operations for the mobile services have been outsourced to IBM Daksh, Hinduja TMT, Teletech & Mphasis.
Overseas Market.IDEA is looking for overseas market and already atarted operation in Nigeria and Seychelles.
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CompetitionIDEA is facing strong competion from MTNL and BSNL inspite of the fact they are far away from IDEA
technologically but but these two have a inside rach in rural and urban area and have low tariff rates.
Brand Ambassador IDEA have strong brand ambassador, Sachin tendulcar, Shahrukh khan and A . R. rehman to promote there product and services.
Leader in Telecom market IDEA is holding a position of Market Leader by having 21 percent of the total market share.
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CONCLUSION
India has a mere 1.2 telephones for every 100 of its people. This is way below international standards and is not becoming of a country aspiring to be major player in the global economy of the 21st century. This means that opportunities for investment in this sector are immense. Basic voice service is the biggest market. Installation of around 25 million direct lines by the year 2001 will require an investment of us$ 22 billion. Due to the growing need for mobile phones, its no wonder that service providers are going all out to capture, as much market space as they can. As the number of mobile phone users are estimated to rise to about 120 million by 2008,its not surprising that most of the leading service providers in india have started branding and marketing their services more aggressively. The conducted study try to examine the market mindset towards one of the major player in the telecom sector. The selected company for the study is IDEA which is having a reputation in the market. This study had examined customer evaluation about the IDEA provided by the company. It also investigates the major reasons behind cancellation of services by the customers. The major findings are .
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After the complete analysis of entire STUDY we put forward a set of recommendations which are a follows:
PRICING Depending on the market conditions / competition from cellular or wll-mobile service providers and also to suit local conditions, there should be flexible pricing mechanism (either at central or local level).
IMPROVEMENT IN TECHNOLOGY IDEA should immediately shift to third generation switches by replacing its c-dot switches. This will improve the quality of service to desired level and provide simultaneous integration with the nationwide network. The special distribution of the transmission towers should be increased to avoid no signal pockets
ESTABLISHMENT OF DISTRIBUTION CHANNELS IDEA should
establish widespread and conspicuous distribution to match that of the competitors. The distribution network shall make the product visible and available at convenient locations.
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Questionnaires
1) Are you fond of mobile phones? Yes No 2) Do you use any mobile phones? Yes No 3) Which companys simcard do you prefer to use? Idea IDEA Vodafone BSNL Reliance 4) From which sources did you get information about these simcards? Newspapers Television Friends Others 5) Are you aware of Idea simcard? Yes 6) No Have you seen any advertisement of idea cellular limited? Yes No 7) Do you use Idea simcards? Yes No 8) Do you want to buy Idea sim card? Yes No Cant say now 9) Which factor do you considered while buying Idea Cellular Limited Products? Network Schemes 64
Brand image Call Charges If other than please specify. 10) From how long do you use Idea simcard? less than a year 1 to 3 year More than 3 years 11) Have you seen any advertisement of Idea Cellular Limited? Yes No 12) Do you face network problem any time? Sometime Never Often 13) In which area of service in idea simcard do you want to improve? Network Quality Schemes Call Charges. 14) Do you satisfied with the service of Idea Cellular Limited? Yes No. 15) If not than give the suggestions for improvement. Name: . Sex: . Age: .. Qualification: . Contact No.:
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