Case Idea Cellular

1. Do you think idea ads are becoming redundant? Do you think idea will continue to woo its customers with its advertising trends? Answer - No, Idea ads are not redundant as its the only cellular company who frequently comes up new ads to attract attention. Idea ads are based on current issues, facts of life, occasions etc. They try to relate their service (product offering) in such a way that the customer connects themselves with the ad. This can relate to the advertising objective that is to inform the customer relating it with facts or issues that persuade (convincing particle thing in relation to ads) them and show offer them a resolution. Remind the customer (idea is very well doing its part) 5 E for advertising 1. 2. 3. 4. 5. Educate Entertain Engage Empower persuade Enrich (offers) Idea ads educate the customer, entertainment (humor) Engage i.e. With e-billing service ad, customer to join hands with company to go green and help save environment with this initiative

Airtel is becoming complacent now they hardly come with new ads which could be called creative. Vodafone with zoozoo is doing well but people now are expecting more from them. Q2 Do you think advertising has played a major role in attracting customers to idea? Answer Yes, we as a group feel that advertising has played a major role in attracting customers to idea. Customers are the people who buy the product only after they are made aware of the products available in the market. If the product is not advertised, no customer will come to know what products are available and will not buy the product even if the product was for their benefit. Advertising ensures the following 1. 2. 3. 4. 5. Educate Entertain Engage Enrichment Empowerment

Idea as a brand entered when it was an emerging stage for mobile telephony. The primary focus of the company was to promote the features (the network, pricing, and value added services). With a name like Idea, it was important for them to stand for some cause in their communication. The promise that the brand brought to the fore was An Idea can change your life. When we talk about the ads of Idea,

they have always done their part in updating themselves over the periods coming up with ads that focus on the need of common man. The ads such as Mobile Number Portability and 3G service, switch the phone then they realize the importance, hello honey bunny, what an idea Sirji, all these ads have gained customer attention due to their uniqueness and the way people relate to it in actual life. Idea advertising has always helped educating people, where they have ads based on some social issues like child labor, girl child killing, family planning education, etc. Idea has also won awards like EFFIES GOLD and silver 2011 for no idea - get an idea and breaks the language barrier So we can say that advertising has helped majoring to attract customer also because of the offers that is MNP 3G service. Ideas revenue market share 2009 11.1 % 2010 12.4% 2011 13.2% 2012 14.4 %

3. Derive an effective ad campaign giving special emphasis on the creative element. Answer - Campaign title: The Power of Addition. If an existing user brings new members then certain percentage of their usage value will be credited to the account of existing users and the whole system works at a multilevel marketing. That is to say, people brought into the network first by the first level user will also get benefit of value credit based on the usage of the second level customer. The Advertisement: A boy butters his friend to change his network and buy Idea cellular, so pleased he is with the result after his friends gets idea network, that he becomes obsessed and starts running behind all his friends to change their network. His obsession grows leaps and bounds and he starts making new friends just to get more users under him, in the process he makes everyone his friend and eventually the whole town knows who he is and he becomes a known face.

4. Formulate IMC strategy for the same Answer Target market Youngster (Age 18 to 30) Communication mix increasing sales by increasing user base Message power of addition Media television and print ad and online ads.