1.

TABLE OF CONTENTSCHAPTERS PARTICULARS PAGE NO ACKNOWLEDGEMENT 4 TABLE

OF CONTENTS 5 LIST OF TABLES 6 LIST OF CHARTS 7 ABSTRACT 8 I 1.1INTRODUCTION TO
THE STUDY 9 1.2 INDUSTRY PROFILE 10 1.3 COMPANY PROFILE 21 1.4 PRODUCT PROFILE
27 1.5 OBJECTIVES OF THE STUDY 33 1.6 SCOPE OF THE STUDY 33 1.7 LIMITATIONS OF
THE STUDY 34 II 2. REVIEW OF LITERATURE 35 III 3. RESEARCH METHODOLOGY 36 IV 4.
DATA ANALYSIS AND 39 INTERPRETATION V 5.1 SUMMARY OF FINDINGS 53 5.2
SUGGESTIONS AND 53 RECOMMENDATIONS 5.3 CONCLUSION 54 BIBLIOGRAPHY 54 1
2. LIST OF TABLESTABLE PARTICULARS PAGENO NO 1 Which connection you use in your mobile
39 2 Why did you choose Prepaid or postpaid 40 3 If you use prepaid connection, which recharge
voucher, you use 41 per month 4 How do you come to know about new scheme of Idea 42 5 how
many times do you visit Idea Service Centre 43 6 What was your satisfaction level after visit of
service Centre 44 7 Do you think Idea call rates are reasonable 45 8 Do you Idea network provides
better communication service 46 9 Do idea provides better communication service from it 47
competitors 10 You said you were treated poorly or rudely. What exactly did 48 idea employees do?
Please try to describe specific behaviors, if possible 11 Did the SERVICE provided by Idea people
fail to perform as 49 promise 12 Did Idea employees treat you poorly or rudely 50 13 Did some other
type of problem happen that we did not mention 51 yet 14 Which of the following are priced high by
Idea that prompted you 52 to cancel your connection 2
3. LIST OF CHARTSCHART PARTICULARS PAGENO NO 1 Which connection you use in your mobile
39 2 Why did you choose Prepaid or postpaid 40 3 If you use prepaid connection, which recharge
voucher, you use 41 per month 4 How do you come to know about new scheme of Idea 42 5 how
many times do you visit Idea Service Centre 43 6 What was your satisfaction level after visit of
service Centre 44 7 Do you think Idea call rates are reasonable 45 8 Do you Idea network provides
better communication service 46 9 Do idea provides better communication service from it 47
competitors 10 You said you were treated poorly or rudely. What exactly did idea 48 employees do?
Please try to describe specific behaviors, if possible 11 Did the SERVICE provided by Idea people
fail to perform as 49 promise 12 Did Idea employees treat you poorly or rudely 50 13 Did some other
type of problem happen that we did not mention 51 yet 14 Which of the following are priced high by
Idea that prompted you 52 to cancel your connection 3
4. ABSTRACTCustomer satisfaction is the customers fulfillment of the product quality and product
cost and itsusage and to identify the customer satisfaction level towards IdeaCellular Service.This
study helps to know the level of customer satisfaction and company also know thecustomers
exceptions and to know how the customers come to know about he product, productimage, product
awareness and product price.This study also helps to analyze the preference of people about the
product and perception ofpeople towards the idea cellular.Descriptive study is undertaken, sample
size chosen is 100, and the statistical tool used ispercentage analysis. 4
5. Chapter-IIntroductionCustomer orientation stems from the companys adaption and implementation
of the marketingconcept A philosophy of every business unit, which as triple implementation
namely:1.the victory of any business unit rest on customer who are willing to accept and pay for
theproducts/services.2. the industry must be aware of what the MARKET wants well in advance of
production3. customer wants must be monitored continuously for assured success and to have an
edge overcompetitionThe need to satisfy the customer for success in any commercial enterprise is
very obvious. Theincome of enterprises is deriver from the payments receive from the products and
supply to itsexternal customers commercial. If there are no customers, there is no income and there
is nobusiness , In order words, customer is the sole reason for the existence of
commercialestablishments.Thus the core activity and perhaps one of the important activity and
perhaps one of the mostimportant activities of any company is to attract and retain customers. It is
therefore no surprisethat peter Drunker, the renowned management Guru has said To satisfy the
customer is themission and purpose of every business organization. 5
6. INDUSTRY PROFILETelecom Industry in India1. INDUSTRYOVERVIEW1.1 BackgroundThe Indian
Telecommunications network is the third largest in the world and the second largestamong the
emerging economies of Asia. Today, it is the fastest growing MARKET in the
world.Thetelecommunication sector continued to register significant success during the year and
hasemerged as one of the key sectors responsible for Indias resurgent Indias economic
growth.1.1.1 GrowthThis rapid growth has been possible due to various proactive and positive
decisions of theGovernment and contribution of both by the public and the private sector. The rapid
strides in thetelecom sector have been facilitated by liberal policies of the Government that provide
easymarket access for telecom equipment and a fair regulatory framework for offering
telecomservices to the Indian consumers at affordable prices.1.1.2 WirelineVs WirelessIt has also
undergone a substantial change in terms of mobile versus fixed phones and publicversus private
participation. The preference for use of wireless phones has also been predominantin the sector.
Participation of the private entities in the telecom sector is rapidly increasing ratethere by presenting
the enormous growth opportunities. There is a clear distinction between theGlobal Satellite Mobile
Communication (GSM) and Code Division Multiple Access (CDMA)technologies used and the graph
below shows the divide between the two.1.2 Segment wise Status1.2.1 Wireline ServicesWith
increasing penetration of the wireless services, the wirelineservices in the country arebecoming
stagnant. On the other hand, Broadband demand has picked up and promises tostabilize fixed line
growth. 6
7. 1.2.2 GSM SectorIn terms of the Global System for Mobile Communication (GSM) subscriber base
this nowplaces India third after China and Russia. China had 401.7 million GSMsubscribers1.2.3
CDMA ServicesCDMA technology was introduced in India as a limited mobility solution. The
introduction ofCDMA services has created competition, lowered tariffs and offered many citizens
access tocommunication services for the first time1.2.4 Internet ServicesInternet services were
launched in India on August 15, 1995. In November 1998 the governmentopened up the sector to
private operators. A liberal licensing regime was put in place to increaseInternet penetration across
the country. The growth of IP telephony or grey MARKET is also aserious concern. Government
loses revenue, while unlicensed operation by certain operatorsviolates the law and depletes licensed
operators market share. New services like IP-TV and IP-Telephony are becoming popular with the
demand likely to increase in coming years. The scopeof services under existing ISP license
conditions is unclear.1.3 Manufacture of Telecom EquipmentRising demand for a wide range of
telecom equipment, particularly in the area of mobiletelecommunication, has provided excellent
opportunities to domestic and foreign investors in themanufacturing sector. The last two years saw
many renowned telecom companies setting up theirmanufacturing base in India. Ericsson has set up
GSM Radio Base Station Manufacturing facilityin Jaipur. Elcoteqhas set up handset manufacturing
facilities in Bangalore. Nokia set up itsmanufacturing plant in Chennai. LG Electronics set up plant of
manufacturing GSM mobilephones near Pune. The Government has already set up Telecom
Equipment and Services ExportPromotion Forum and Telecom Testing and Security Certification
Centre (TETC). A largenumber of companies like Alcatel, Cisco have also shown interest in setting
up their R&Dcenters in India. With above initiatives India is expected to be a manufacturing hub for
thetelecom equipment.2 POLICY AND INITIATIVES2.1 Regulatory FrameworkThe Telecom
Regulatory Authority of India (TRAI) was set up in March 1997 as a regulator forTelecom sector. The
TRAIs functions are recommendatory, regulatory and tariff setting in 7
8. telecom sector. Telecom Disputes Settlement and Appellate Tribunal (TDSAT) came intoexistence in
May, 2000. TDSAT has been empowered to adjudicate any dispute Between a licensor and a
licensee Between two or more service providers Between a service provider and a group of
consumers hear and dispose of appeal against any direction, decision or order of TRAITariffs for
telecommunication services have evolved from a regime where tariffs weredetermined by Telecom
Regulatory Authority of India to a regime where tariffs are largely underforbearance. TRAI intervenes
by regulating the tariffs for only those services, the markets ofwhich are not competitive.Universal
Service Obligation FUND (USOF) exclusively for meeting the Universal ServiceObligation was
established in April, 2002. The Universal Service Levy is presently 5 per cent ofthe Adjusted Gross
Revenue (AGR) of all telecom service providers except the pure value addedservice providers like
Internet, Voice Mail, E-Mail service providers etc. Indian Telegraph Acthas been amended in
October2006 to provide support for all telegraph services including mobileand broadband to bridge
the digital divide. With the introduction of the Unified AccessLicensing Regime, operators can offer
telecom access services to consumers in a technologyneutral manner, subject to fulfilling certain
conditions. Introduction of this regime has alsobroken the legal/regulatory impasse between the
cellular and basic service providers. Issuance ofIntra-Circle Merger and Acquisition Guidelines
provide investors an opportunity to take stakes inexisting telecom operations.2.2 Government
InitiativesThe Government has taken the following main initiatives for the growth of the
TelecomSector: All telecom services have been opened up for free competition for unprecedented
growth 217 (Information Technology Agreement) ITA-I items are at zero Customs Duty.
Specifiedcapital goods and all inputs required to manufacture ITA-I, items are at zero Customs Duty
Availability of low cost mobile handsets the international Long Distance Services (ILDS)opened with
effect from April 2002. Calling Party Pays (CPP) regime was implemented witheffect from 1st May
Guidelines for Unified Access Service License regime were issued in November 2003, 27licenses
out of 31 Basic Service Licenses were converted to Unified Access Service 8
9. Licenses In April 2004, license fee for Unified Access Service Providers (UAS) was reduced by 2
percent License fee for infrastructure Provider-II reduced from 15 per cent to 6 per cent of the
AdjustedGross Revenue and spectrum charges between 2 to 4 per cent in June 2004 Entry fee for
NLD licenses was reduced to Rs. 2.5 Crore from Rs. 100 Crore. Entry fee for ILDreduced to Rs. 2.5
Crore from Rs. 25 Crore Lease line charges have been reduced to make the bandwidth available at
competitive prices tofacilitate growth in IT enabled services One India plan i.e. single tariff of Re. 1/-
per minute to anywhere in India was introduced from1st March 2006 by the Public Sector
Undertakings. This tariff was emulated by most of theprivate service providers also. This scheme
has led to death of distance in telecommunicationand is going to be instrumental in promoting
National Integration further The robust telecom network has also facilitated the expansion of BPO
industry that is having500,000 employees now and adding 400 employees per day. Annual license
fee for National Long Distance (NLD), International Long Distance (ILD),Infrastructure Provider-II,
VSAT commercial and Internet Service Provider (ISP) with internettelephony (restricted) licenses
was reduced to 6 per cent of Adjusted Gross Revenue (AGR) witheffort from Jan 2006. The
Governments policy is neutral on use of technology by telecom service providers subjectto
availability of scarce resources such as spectrum etc. License Fees 6-10 per cent of Adjusted
Gross Revenue (AGR)2.3 Foreign Direct INVESTMENT PolicyForeign Direct Investment (FDI) was
permitted in the telecom sector beginning with the telecommanufacturing segment in 1991 - when
India embarked on economic liberalization. FDI isdefined as investment made by non-residents in
the equity capital of a company. For the telecomsector, FDI includes investment made by Non-
Resident Indians (NRIs), Overseas CorporateBodies (OCBs), foreign entities, Foreign Institutional
Investors (FIIs), American DepositoryReceipts (ADRs)/Global Depository Receipts (GDRs)
etc.Present FDI Policy for the Telecom sector: 9
10. In Basic, Cellular Mobile, National Long Distance, International Long Distance, Value
AddedServices and Global Mobile Personal Communications by Satellite, FDI is limited to 49 per
cent(under automatic route) subject to grant of license from the Department of
Telecommunicationsand adherence by the companies (who are investing and the companies in
which INVESTMENT isbeing made) to the license conditions for foreign equity cap and lock-in
period for transfer andaddition of equity and other license provisions. Foreign Direct Investment up
to 74 per cent permitted, subject to licensing and securityrequirements for the following:- Internet
Service (with gateways)- Infrastructure Providers (Category II)- Radio Paging Service FDI up to 100
per cent permitted in respect to the following telecom services:- ISPs not providing gateways (Both
for satellite and submarine cables)- Infrastructure Providers providing dark fiber (IP Category I)-
Electronic Mail- Voice MailThe above is subject to the following conditions:- FDI up to 100 per cent is
allowed subject to the condition that such companies would divest 26per cent of their equity in favour
of Indian public within 5 years, if these companies are listed inother parts of the world.- The above
services would be subject to licensing and security requirements, wherever required.- Proposals for
FDI beyond 49 per cent shall be considered by Foreign Investment PromotionBoard (FIPB) on a
case-to-case basis. In the manufacturing sector 100 per cent FDI is permitted under the automatic
route. In Basic, Cellular Mobile, paging and Value Added service, and Global Mobile
PersonalCommunications by Satellite, FDI is permitted up to 49 per cent (under automatic route)
subjectto grant of license from Department of Telecommunications Foreign direct investment up to
74 per cent permitted, subject to licensing and securityrequirements for the Internet Service (with
gateways), Infrastructure Providers (category-II), andRadio Paging Service 10
11. FDI up to 100 per cent permitted in respect of- ISPs not providing gateways (both for satellite and
submarine cables),- Infrastructure Providers providing dark fiber (IP Category I);- Electronic Mail;
and- Voice Mail FDI up to 49 per cent is also permitted in an INVESTMENT company, set up for
making investmentin the telecom companies licensed to operate telecom services. Investment by
these investmentcompanies in a telecom service company is treated as part of domestic equity and
is not set ofagainst the foreign equity cap. Manufacturing - 100 per cent FDI is permitted under
automatic route. FDI is subject to the following conditions FDI up to 100 per cent is allowed subject
to the conditions that such companies would divest26 per cent of their equity in favour of Indian
public in 5 years, if these companies are listed inother parts of the world. The above services would
be subject to licensing and security requirements, wherever required. Proposals for FDI beyond 49
per cent shall be considered by FIPB on case to case Basis3. COMPETITION OVERVIEW3.1 Major
PlayersThere are three types of players in telecom services: State owned companies (BSNL and
MTNL) Private Indian owned companies (Reliance Infocomm, Tata Teleservices,) Foreign invested
companies (Hutchison-Essar, Bharti Tele-Ventures, Escotel, Idea Cellular,BPL Mobile, Spice
Communications)Bharat Sanchar Nigam Limited (BSNL)Name Bharat Sanchar Nigam Limited
(BSNL)Year of Establishment 2000 CompanyProfile Bharat Sanchar Nigam Ltd. is Worlds 7th
largestTelecommunications Company providing comprehensive range of telecom services in India:
11
12. Wire line, CDMA mobile, GSM Mobile, Internet, Broadband, Carrier service, MPLS-VPN,VSAT, VoIP
services, IN Services etc. Within a span of five years it has become one of thelargest public sector
units in India.Global Presence/ MarketingIt has a network of over 45 million lines covering 5000
Network towns with over 35 milliontelephone connections.Acquisitions / StrategicAlliancesFuture
Prospect BSNL plans to expand its customer base from present 47 million lines to 125million lines
and infrastructure investment plan to the tune of Rs. 733 crores (US$ 16.67million) in the next three
years.Mahanagar Telephone Nigam Limited (MTNL) Name Mahanagar Telephone NigamLimited
(MTNL)Year of Establishment 1986Company Profile MTNL was set up by the Government of India
to upgrade the quality oftelecom services, expand the telecom network, and introduce new services
and to raise revenuefor telecom development needs of Indias key metros. MTNL with a MARKET
share of about 13%of the National telecom Network has a customer base of 5.92 million. The Govt.
of Indiacurrently holds 56.25% stake in the company.Acquisitions / StrategicAlliancesMTNL has
formed a Joint Venture company in Nepal by the name of United Telecom Ltd.(UTL) in collaboration
with Telecom Consultants India Limited (TCIL) in 2001 for providingWLL based basic services in
Nepal. MTNL has set up its 100% subsidiary .MahanagarTelephone Mauritius Limited. (MTML) in
Mauritius, for providing basic, mobile andinternational long distance 12
13. Reliance CommunicationName Reliance CommunicationsYear of Establishment 1999Company
Profile Reliance Telecoms cellular services are available in 340 towns within its eight-circle footprint.
Reliance Infocomm also offered for the first time in India, mobile data servicesthrough its World
mobile portal. This portal leverages the data capability of the CDMA 1Xnetwork. Reliance Infocomm
offers a complete range of telecom services covering mobile andfixed line telephony including
broadband, national and international long distance services, dataservices and a wide range of value
added services and applications aimed at enhancingproductivity of enterprises and
individuals.Global Presence/ MarketingNetworkReliance Communications has IP-enabled
connectivity infrastructure comprising over 150,000kilometers of fiber-optic cable systems in India,
the US, Europe, Middle East, and the AsiaPacific region.Acquisitions /
StrategicAlliancesInternational WHOLESALE telecommunications service provider, FLAG Telecom
amalgamateswith Reliance Gateway, a wholly owned subsidiary of Reliance Infocomm in 2004Tata
TeleservicesName Tata TeleservicesYear of Establishment 1996 CompanyProfile Tata Teleservices
is a part of the $12 billion TataGroup, which has 93 companies, over 200,000 employees and more
than 2.3 millionshareholders. Tata Teleservices bouquet of telephony services includes Mobile
services,Wireless Desktop Phones, Public Booth Telephony and Wire line services. Other
servicesinclude value added services like voice portal, roaming, post-paid Internet services, 3-
wayconferencing, group calling, Wi-Fi Internet, USB Modem, data cards, calling card services
andenterprise services. 13
14. Global Presence/ MarketingNetworkTata Teleservices has presence in across 19 circles that
includes Andhra Pradesh, Chennai,Gujarat, Karnataka, Delhi, Maharashtra, Mumbai, Tamil Nadu,
Orissa, Bihar, Rajasthan, Punjab,Haryana, Himachal Pradesh, Uttar Pradesh (E), Uttar Pradesh (W),
Kerala, Kolkata, MadhyaPradesh and West Bengal.Acquisitions / StrategicAlliancesTata
Teleservices has acquired Hughes Tele.com (India) Limited [now renamed TataTeleservices
(Maharashtra) Limited] in 2002 Future Prospect The company is also expandingits footprint, and has
paid Rs. 4.17 billion ($90 million) to Dot for 11 new licenses under the IUC(interconnect usage
charges) regime.IdeaName IdeaYear of Establishment Acquired majority stake in Hutch Essar in
India, by buying outcomplete stake of Hutch in 2007, Essar is still minority stakeholder in company
CompanyProfile Idea Essar in India is a subsidiary of Idea Group Plc and commenced operations in
1994when its predecessor Hutchison Telecom acquired the cellular license for Mumbai. Idea
Essarnow has operations in 16 circles covering 86% of Indias mobile customer base, with over
45.78million customers. Idea Essar, under the Hutch brand, has been named the Most
RespectedTelecom Company, the Best Mobile Service in the country and the Most Creative and
MostEffective Advertiser of the Year.Global Presence/ MarketingIt has operations in 25 countries
across 5 continents and 40 Network partner networks with over200 million customers
worldwide.Acquisitions / StrategicAlliancesFuture Prospect IdeaEssar is expecting to touch over 35
million customers across 400,000 shopsand thousand of hutchs own employees along with
employees of its business associates. 14
15. IdeaName IdeaYear of Establishment 1995Company Profile Idea Cellular is part of the Aditya Birla
Group, which is Indias first trulymultinational corporation. Aditya Birla Nuvo Ltd. holds 35.7 per cent,
Birla TMT Holdings Ltd.44.9 per cent, Grasim 7.5 per cent, and Hindalco 10.1 per cent in
Idea.Global Presence/ MarketingNetworkHas a customer base of over 17 million, IDEA Cellular has
operations in Delhi, Maharashtra,Goa, Gujarat, Andhra Pradesh, Madhya Pradesh, Chhattisgarh,
Uttaranchal, Haryana, UP West,Himachal Pradesh and Kerala. Acquisitions /
StrategicAlliancesMerged with Tata Cellular Limited in 2001, thereby acquiring original license for
the AndhraPradesh Circle Acquired RPG Cellular Limited and consequently the license for the
MadhyaPradesh (including Chhattisgarh) Circlein 2001 In 2004 acquired Escotel, incumbent
cellularservice provider in Haryana, UP(W) & Kerala and new licensee in HP Acquired
EscortsTelecommunications Limited (subsequently renamed as Idea Telecommunications Limited)
in2006 Merger of seven subsidiaries with Idea Cellular Limited in 2007 Future Prospect Idea
alsoplans to enter rural and neglected circles as a strategy to gain subscribers. Other advancements
inthe telecom industry will help it cut costs - use of e-mail to send bills to customers; sharing
cellsites; smaller base transmission stations that will mean lesser infrastructure requirements
andexpenses and independent tower operators. Along with its plan to go for a national long
distancelicense, it will also look at international long distance in the near future. 15
16. CHALLENGES AND OPPORTUNITIESOpportunitiesThe telecom sector has been one of the fastest
growing sectors in the Indian economy in the past4 years. This has been witnessed due to strong
competition that has brought down tariffs as wellas simplification of policy environment that has
promoted healthy competition among variousplayers... The mobile sector alone has been growing
rapidly and has emerged as the fastestgrowing market in the whole worlds. Currently of a size
nearing 70 million (GSM and CDMA),this sector is expected to reach a size of nearly 200 million
subscribers byFINANCIAL year 2008.The government has eased the rules regarding inner circle
and intra circle mergers. This has ledto a slew of mergers and acquisitions in the recent past. Also
as the sector is moving closer tomaturity, further consolidation is a reality and this will lead to the
survival of more profitableplayers in this segment In order to further promote the use of Internet in
the country thegovernment is taking proactive steps to develop this sector with the help of the
various players inthis segment. For this purpose, the use of broadband technology is being mooted
and this will goa long way in improving the productivity of the Indian economy as well as turn out to
be the nextbig opportunity for telecom companies after the mobile communications segment Non-
voiceservices and VAS are the gold mines. The big takeoff is expected with the rollout of 3G
servicesin early 2007, once the spectrum issues are sorted out. Internet users base fast reaching
near theEnglish speaking population base. Local language and content required for further
growthInfrastructure equipment cost is down to a fraction of what prevailed just a few years
ago.Operators can plan better expansion plan now increased viability for the operators to expand
tosemi-urban and rural markets, hence, accelerate growth further its not without reason that Indiais
tipped to be the worlds third-largest economy by 2050! No wonder if it happens much
earlierInvestors can look to capture the gains of the Indian telecom boom and diversify their
operationsoutside developed economies that are marked by saturated telecom markets and lower
GDPgrowth rates. At a time when global telecom majors are struggling to cope with their losses
andthe rollout of 3G networks, which has been a non-starter for close to a year now; India, with
itstelecom success story, represents an attractive and lucrative destination for investment. 16
17. 1.3 COMPANY PROFILEOVERVIEW OF THE COMPANYIDEA CELLULARIDEA Cellular is a
publicly listed company, having listed on the Bombay STOCK Exchange (BSE)and the National
Stock Exchange (NSE) in March 2007.Idea is the 3rd largest mobile services operator in India, in
revenue terms, and recorded asubscriber base of over 93.75 mn as of 31st May 2011. It became a
pan-India integrated GSMoperator covering the entire telephony landscape of the country, and
expanded its NLD and ILDoperations in FY 2010. During the year, Idea increased its revenue market
share by over 1%,despite stiff tariff war in the market.The company has won license to offer 3G
services in 11 service areas, which generate over 81%of the companys total revenue. Ideas 3G
services will be launched in the year 2011.Ideas strong growth in the Indian telephony market
comes from its deep penetration in the non-urban and rural markets. Idea has the highest share of
rural subscribers as a percentage of totalsubscribers, amongst other GSM players. In fact, two out of
every three new subscribers nowcome from non-urban market.Ideas innovative and revolutionary
VAS offering has been a major growth driver. Be it MobileTV, which was launched for the first time in
India on the Idea network; exhaustive Music libraryin multiple languages; DTs/ RBTs; and other
content download from the world of Cinema,Music, Cricket etc. Idea has consistently grown its
VAS revenue. Its revenue share of VAS isnow higher than the industry average.Idea offers seamless
coverage to roaming customers traveling to any part of the country, as wellas to international
traveling customers across over 200 countries. Ideas partnership with over400 operators ensures
that customers are always connected while on the move, within thecountry or other parts of the
world.IDEA is the winner of The Emerging Company of the Year Award at The Economic
TimesCorporate Excellence Awards 2009. IDEA Cellular also received the prestigious Avaya
GlobalConnect Award for being the Most Customer Responsive Company in the Telecom sector
inthe year 2010. The company has received several other national and international recognitionsfor
its path-breaking innovations in mobile telephony products & services. It won the GSMAssociation
Award for Best Billing and Customer Care Solution for 2 consecutive years. It wasawarded Mobile
Operator of the Year Award India for 2007 and 2008 at the Annual AsianMobile News Awards. 17
18. IDEA Cellular is an Aditya Birla Group Company, Indias first truly multinational corporation.The
group operates in 26 countries, and is anchored by over 130,600 employees belonging to
40nationalities. The Group has been adjudged the 6th Top Company for Leaders in Asia
PacificRegion in 2009, in a survey conducted by Hewitt Associates, in partnership with The
RBLGroup, and Fortune. The Group has also been rated The Best Employer in India and among
theTop 20 in Asia by the Hewitt-Economic Times and Wall Street Journal Study
2007.ValuesIntegrity - honesty in every actionAt Aditya Birla Group, Integrity is defined as: Acting
and taking decisions in a manner that isfair, 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 arecommonly understood.Key words that connote
Integrity are:EthicalTruthfulPrincipledTransparentUprightRespectfulCommitment - deliver on the
promiseAt Aditya Birla Group Commitment is defined as: On the foundation of integrity,
doingwhatever it takes to deliver value to all stakeholders. In the process, taking ownership of
ouractions and decisions, those of our team and that part of the organization that we are
responsiblefor. 18
19. IDEA PartnersIDEA welcomes all businesses and individuals interested in partnering with us to
enhance and strengthen the IDEproducts & services portfolio.To explore such potential partnerships,
kindly get in touch with us by submitting the Partners Form.Some of our Technology and Content
Partners:VASOn mobile Asia Cellebrum India Ltd SiddhivinayakPacific Ltd Astro Services
Ltd.Kodiak Ltd Mauj Net4nuts India LtdYahoo Rediff India times 19
20. Sify Mobile2win NDTVROAMINGRoamware.inc Star home BhartiTelesoftMARKETING
COMMUNICATIONSLowe India Pvt Ltd Mindshare 20
21. PUBLIC RELATIONSImprimis PRNETWORKNokia Siemens EricssonBILLING 21
22. PromotersIDEA Cellular is part of the Aditya Birla Group, Indias first truly multinational
corporation.Global in vision, rooted in Indian values, the Group is driven by a performance ethic
pegged onvalue creation for its multiple stakeholders.The group operates in 25 countries, and is
anchored by over 100,000 employees belonging to 25nationalities. The Group has been adjudged
The Best Employer in India and among the Top 20in Asia by the Hewitt-Economic Times and Wall
Street Journal Study 2007.A premium conglomerate, the Aditya Birla Group is a leader in swathe of
products - viscosestaple fiber, aluminum, cement, copper, carbon black, insulators, and
garments.The Group has also made successful forays into FINANCIAL services, telecom,
software, and BPOand retail sectors. Today, the Group is Indias most diversified business
house.Our Promoters areAditya Birla Nuvo LimitedGrasim Industries LimitedHindalco Industries
LimitedBirla TMT Holdings Private Limited 22
23. 1.4 PRODUCT PROFILEIdea Cellular Limited was incorporated in 1995. Idea is among the top five
cellular operators inIndia with an 11 per cent all India subscribers market share. More importantly, it
ranks third interms of wireless revenue market share at 12.7 per cent. Idea ranks second with 20.8
percentrevenue market share in nine service areas where it holds 900 MHz spectrum and which
derive48 per cent of the industrys gross revenues (Based on gross revenues for UAS and
mobilelicenses only for December 09 quarter, as released by TRAI).The market positioning of Idea
reflects the strength of its brand considering the fact that Ideaadded 14 out of its total 22 service
areas in the past four years. Today it is a pan India player withcommercial operations in all 22
service areas. Its subscriber base has grown multifold from 7.37million in March 2006 to 63.82
million in March 2010.Idea holds 16 per cent stake in Indus Towers, a joint venture with other
telecom majorsBhartiAirtel and Idea. Indus Towers is the worlds largest tower company with over
one lakhtowers.In 2007, Idea was listed on the National STOCK Exchange (NSE) and the Bombay
Stock Exchange(BSE). Idea enjoys a market leadership position in many of its operational areas. It
offers GPRSon all its operating networks for all categories of subscribers, and was the first company
in Indiato commercially launch the next generation EDGE technology in Delhi in 2003. As a pioneer
intechnology deployment, it has been at the forefront through the adoption of bio fuels to power
itsbase stations, and by employing satellite connectivity to reach inaccessible rural areas in
MadhyaPradesh.Idea has been a leader in the introduction of value-added services, and there are
several firsts toits credit, including a voice portal Say Idea, Idea TV, Voice Chat, Instant Messenger
and manymore. Tariff plans have been customer friendly, catering to the unique needs of
differentcustomer segments, where Womens Card caters to the special needs of the woman on
themove, and Youth Card covers the emerging youth segment.Idea has won numerous awards
and is the only Indian GSM operator to win the prestigious GSMAssociation Award consecutively in
the Best Mobile Technology category for the Best Billingand Customer Care Solution both in 2006
and in 2007, even in the face of internationalcompetition. Recently, Idea was adjudged the
Emerging Company of the Year in 2009 by TheEconomic Times. 23
24. Shops Download postpaid forms Payment choices Talk plans SERVICES PROVIDED BY
IDEA Life becomes simpler when you become an Idea Postpaid customer. Choose from avariety of
affordable and attractive talk plans, and many convenient payment options for yourmonthly
bill.OFFERS GO POSTPAID & Dealers To get a Idea Postpaid connection, all you have to do is
submit a Customer Agreement Formand Enrollment form, along with one of the following documents
as your ID and 1 1. Addressproof 1. Ration card 2. Passport 3. Driving licensee 4. ID card issued by
any institution 5. Copy of electricity or telephone bill of your address Any document or
communication issued by any authority of Central Government or localbodies showing your
residential addressAny other documentary evidence in support of the address given in the
declaration. 24
25. TALK PLANS Choose a talk plan that fits your usage and budget. And get a range of value
addedservices to go with it. Know more Payment choices Idea offers you a variety of convenient and
timesaving payment options. Choose the onethat suits you best. Know more Download postpaid
forms Get yourself an Idea Postpaid connection. Subscribe to Value Added Services, Roaming,and
more - right here. Know more. Full value plans Talk Talk Home 299 Roam 499 FV FV FV FV 199
399 699 899Monthly ChargesRental 0 0 0 0 0 0Minimum Billing Amount 199 399 699 899 299
499Free local talk time 0 399 699 899 0 0Free Local Idea Minutes 199 0 0 0 0 0Usage
ChargesIncoming Free Free Free Free Free FreeLocal Outgoing / minto Idea phone 1 per 21 per 2
1.25 0.50 0.50 0.50 min minto mobile phones 1.25 1.69 1.19 0.75 1 1to landline phones (except in
UP [W]1.25 1.69 1.19 0.75 1 1&Uttaranchal)to landline phones in UP [W] &Uttaranchal 2.40 2.40
2.40 2.40 1 1STD / min 2.40 2.40 2.40 2.40 1 1ISD / min (all inclusive)US, Canada, UK & Europe,
Australia &7.2 7.2 7.2 7.2 7.2 7.2New Zealand, South East AsiaGulf, UK, Europe, SAARC,
Africa,9.99 9.99 9.99 9.99 9.99 9.99Australia & New ZealandNorfolk Island, Cook Island, Cuba,
Diego40 40 40 40 40 40Garcia, Guinea Bissau, Nauru, Sakhalin, 25
26. Saotome & Principle, Solomon Island,Tokelau, Tuvalu, VanuatuInmarsat / Iridium 500 500 500 500
500 500SMSLocal Idea 1.00 0.50 0.50 0.50 1.00 1.00Local 1.00 0.99 0.99 0.99 1.00 1.00National
2.00 2.00 2.00 2.00 1.00 1.00International 5.00 5.00 5.00 5.00 5.00 5.00Information Services 2.00
2.00 2.00 2.00 2.00 2.00 Prepaid Offers UP (E) Change Your Region Andhra Pradesh Chennai Delhi
GujaratHaryana Karnataka Kerala Kolkata Maharashtra & Shops Download prepaid forms How
to recharge Cost structure Goa Mumbai Punjab Rajasthan Rest ofBengal Tamil Nadu UP (E) UP
(W)OFFERS GO PREPAID & Become a VIP 26 Mobile@299 Idea Chalta Rahe Call across
UP @ 50p Mobile @ 1599 STD to any phone @ Re 1 1 Free TV with Rs 699 Pack Dealers
27. 2 Free TV with Rs 699 PackBuy the new Rs 699 Idea Prepaid Pack and get a portable TV free!3
New customers get:A portable TVIdea Prepaid connection4 Chota Recharges of Rs 10 eachValidity
for 30 daysSpecial Tariff Voucher worth Rs 605 Existing users get:A portable TVRecharge card
worth Rs 199Special Tariff Voucher worth Rs 606 STD to any phone @ Re 1Now call any phone in
India at Re 1/min for a monthly fee of Rs 250. Know more7 Mobile @ 1599Go mobile the economic
way. For just Rs 1599 you get a cool Motorola C115 handset, an Ideaprepaid connection with 3
months validityChota Recharge cards worth Rs 65Special Tariff Voucher of Rs. 35Call across UP @
50pCall any mobile phone across UP and Uttaranchal for just 50p per minute. You can also
makecalls to landlines at Re 1 per minute, and Idea phones at 30p per minute. To enjoy these rates,
allyou need is an Idea special tariff voucher. Know moreIdea Chalta Rahe Pay just Rs 999 for an
Idea Chalta Rahe Prepaid, and stay mobile forever. Plus otherbenefits like full talk time on all future
recharges. Know moreThe license period on the offer is valid till 11.12.2015Mobile@299 27
28. Pay just Rs 299 and get a fully loaded Starter pack with:Idea Prepaid connection1 Recharge card
worth Rs 199 (with Rs 50 talk time& 30 day validity)STV worth Rs 354 Chota Recharge cards of Rs
10Become a VIPGet your own distinct identity, by selecting a distinct phone number. At no extra
cost.Just buy a new prepaid connection of Rs 3000 and choose from VIP numbers like9838 679786
or 9838 636363. In addition to the VIP number, youll get full talk time worth Rs3000, valid for 270
days.You can also buy a new prepaid connection of Rs 2000 for VIP numbers like 9838500 777
or9838500 999. In addition to the VIP number, youll get full talk time worth Rs 2000, valid for180
days.*Service tax as applicable 28
29. OBJECTIVE FOR THE STUDY Todays complex business environment and hence competition
makes itmandatory for a company to manage with information. The modern age will go down inthe
books of history as the age of information revolution. Each and every department, may it be finance,
production or human resourceneeds inputs from the MARKETING and sales department. Gone
are the days of the shootingin the dark. Now the company must be sure what it is forgetting and
should have a fairknowledge of the markets and its trends. Today MARKET is customer driven
and not product driven. So the companies haveto come out its products to fit in the requirements of
the customer. How the company promote his product and his service all of them lie suppose tothe as
player playing his first inning during the period of our research at Idea we analyzedthe advertising is
most important thing for any company. If the advertisement and media selection of our company is
good then we canincrease the number of customer. I would like to thanks all those people who are
directly or indirectly related to mydevelopment and research of this project. The research has given a
lot of practical knowledge for future.SCOPE OF THE STUDY This study has a wide scope to know
about the factors that satisfying the customers buy the product This study tells about the level of
customers satisfaction and the company also know the customers expectation This study helps to
know how the customer comes to know about the product, product image, and product price. 29
30. LIMAITATION OF THE STUDY The researcher holds validity for the particulars period only. The
availability of time factor is said to be limited for the researcher to conduct the study. It is hard to
extract response from the customers in busy work schedule. Since the feedback of the customers
was done through Questionnaire major limitation was unavailability of customers thus leading to
highly low success rate. Most of the customers were so furious that they refused to part with any
information Time factor 30
31. CHAPTER IIREVIEW OF LITERATURECustomer satisfaction/dissatisfaction has become an
important for marketing practitioners. Theauthor examines the issue in terms of customer
satisfaction. In particular, practitioners andacademicians have noted that simply investing in greater
service delivery may not return the costof investment. Part of problem is that customer response to
satisfaction increment can benonlinear, and satisfaction and dissatisfaction thresholds may not occur
at the same point. Theauthor propose a method for analyzing this complex behavior in a way that
can lead to thedevelopment of more accurate satisfaction strategies through an understanding of
therelationships among customers and transaction costs, satisfaction, and purchasing
loyalty.SERVICE MARKETINGService marketing is marketing based on relationship and value. It
may be used to market aservice or a product. Marketing a service-base business is different from
marketing a goods-basebusiness.There are several major differences, including; 1. The buyer
purchases are intangible 2. The service may be based on the reputation of a single person 3. Its
more difficult to compare the quality of similar services 4. The buyer cannot return the service. 31
32. CHAPTER IIIRESEARCH METHODOLOGYResearch Theory The MARKETING research has
been defined by so many different authors in so manydifferent ways. The American Marketing
Association defines marketing research as follows: Marketing Research is the function which links
the consumers, customers and public tothe market through the information information used to
intensify and defines marketingopportunities and problems, generate, refine and evaluate marketing
actions, monitor marketingperformance and improved understanding of marketing as a process.
Marketing research specifies the information required to address these issues; designsmade for
collecting the informations; manages and implements the data collection process;analyses the
results; and communicates the findings and their implications. Severalcharacteristics of modern
business encourage the use marketing research business.Marketing research is used during
different phases of administrative process: 1. Setting goals and establishing strategies. 2.
Developing a marketing plan. 3. Putting the plan into action. 4. Evaluating the plans effectiveness.
32
33. TYPES OF DATA AND METHODS OF DATA COLLECTION The most important part of any
research is collection of data. The task of data collectionbegins after the research problem has been
defined. While deciding about the method of datacollection to be used for the study, the researcher
should keep in mind that the data are of twotypes:SAMPLING METHOD The type of sampling
adopted here is convenience-sampling method. This method ofsampling involves selecting the
sample elements using convenient method without going throughthe rigor of sampling
method.SOURCES OF DATA: The sources of data were primary as well as secondary.Primary Data:
Primary data are those which collected for the first time. The researcher collected the datafrom the
respondent by contacting them using questionnaire prepared for the study.Secondary Data:
Secondary data are those which have already been collected by someone else. For thestudy
secondary data were selected from document provided by the firm.RESEARCH DESIGNThere are
three types of research Exploratory Research Descriptive Research Casual Research 33
34. We have used Descriptive research designThe basis of my research was primary data which I
collected from 100 peoples i.e. sample size inthe service center through QuestionnaireStatistical
Tool:Percentage Analysis: In this study the researcher has used the percentage analyses method.
Percentage analysesare done determine the percentage value for the entire different question used.
Percentage usedfor making comparison between two or more series of data. No. of
respondentsPercentage % = X 100 Total no. of respondents 34
35. CHAPTER IV ANALYSIS AND INTERPRETATIONAnalysis of dataQues 1: Which connection you
use in your mobile. Post Paid Prepaid 37% 63% Contents Customer Response Postpaid connection
37% Prepaid Connection 63% Total 100%Inferences:The above table shows that 63% are prepaid
connection. 35
36. Ques-2 Why did you choose Prepaid or postpaid 37%42% 45 40 35 30 Economical 25 20 Attractive
Scheme 15 10% 11% Like Advertisment 10 5 None 0 Economical Attractive Like None Scheme
Advertisment Contents Customer Response Economical 42% Attractive Scheme 37% Like
advertisement 10% None 11% Total 100%Inferences:The above table shows that most of the people
choose Idea cellular because it is economical. 36
37. Ques-3 If you use prepaid connection, which recharge voucher, you use per month. 2800%
352900% 30 25 20 2500% Rs 199 15 Rs 300 1800% Rs 500 10 Rs 1000 or more 5 0 Rs 199 Rs
300 Rs 500 Rs 1000 or more Contents Customer Response Rs 199 18% Rs 300 29% Rs 500 28%
Rs 1000 or more 25% TOTAL 100%Inferences:The above table most of the people investing less
than 300 per month 37
38. Ques4 how do you come to know about new scheme of Idea. 30 25 Friend 20 Hoidings 15 Tv add
News paper 10 Customer care Other source 5 0Contents Customer ResponseFriends 21%Holdings
15%TV Add 29%News paper 28%Customer care 9%Other sources 1%Total 100% 38
39. Ques 5: how many times do you visit Idea Service Centre? 45 40 35 30 25 Series1 20 15 10 5 0 first
time weekly monthly yearly Contents Customer Response First time 80% Weekly 4% Monthly 6%
yearly 10% Total 100%Inferences:The above table shows most of the people visited idea store for
the first time 39
40. Ques 6: What was your satisfaction level after visit of service Centre? 40 35 30 25 20 Series1
Series2 15 10 5 0 1 2 3 4Contents Customer ResponseSatisfied 70%Not satisfied 10%Highly
satisfied 20%total 100%Inferences:The above table shows most of the customer is satisfied with
service centre. 40
41. Ques7: Do you think Idea call rates are reasonable? 35 30 25 20 Series1 15 10 5 0 yes no may
beContents Customer Responseyes 58%no 22%May be 20%Total 100%Inferences:Most of the
people think that call rates are reasonable. 41
42. Ques8: Do you Idea network provides better communication service? 40 35 30 25 20 Series1 15 10
5 0 yes noContents Customer Responseyes 76%no 24%Total 100%Inferences:The above table
shows that Idea network provides better communication. 42
43. Ques 9: Do idea provides better communication service from it competitors 50 45 40 35 30 25
Series1 20 15 10 5 0 yes no may beContents Customer Responseyes 90%no 4%May be 6%Total
10%Inferences:Most of the people think Idea provide better communication service than competitor.
43
44. Ques 10: You said you were treated poorly or rudely. What exactly did idea employees do?Please
try to describe specific behaviors, if possible. 30 25 20 Series1 15 Series2 10 5 0 1 2 3 4 5Contents
Customer ResponsePut on hold 44%Not responsive 12%Were discourteous 24 %Large queue time
30%Total 100%Inferences:The above data shows most of the customer executive put the call on the
hold. 44
45. Ques 11: Did the SERVICE provided by Idea people fail to perform as promise? 40 35 30 25 20
Series1 15 10 5 0 yes noContents Customer Responseyes 30%no 70%Inferences:The above table
shows Idea service fail to provide promise to customers. 45
46. Ques12: Did Idea employees treat you poorly or rudely? 40 35 30 25 20 Series1 15 10 5 0 yes
noContents Customer ResponseYes 24%No 76%Total 100 %Inferences:The above data shows that
most of Idea people did not treat rudely 46
47. Ques13: Did some other type of problem happen that we did not mention yet? 35 30 25 20 Series1
15 10 5 0 yes noContents Customer ResponseYes 40%No 60%Total 100 %Inferences:Most of the
people think that the service is quite ok. 47
48. Ques14: Which of the following are priced high by Idea that prompted you to cancel yourconnection?
20 18 16 14 12 Series1 10 Series2 8 6 4 2 0 1 2 3 4 5 6Contents Customer ResponseMonthly rental
for subscriptions 16%Air time usage rates 26%Monthly rental for vas 36 %Recent changes in your
budget 22%Total 100%Inferences:Most of the people dont want any changes in budget. 48
49. CHAPTER-V FINDINGS 1. In my analysis the performance of Idea is varying from area to be
because of its advertising strategy and many other facilities are different. 2. In my analysis around
more then 50% people says that Idea service is good and rest are people says no comment. 3.
Ideas main competitor is Airtel. While Idea and Airtel, both are providing same service so it is most
important to use more and effective advertising strategy. 4. Idea provided its service to its customer
when ever they need and also where ever the need with the help of customer cares. In case of
telecommunication customer are very choosy and economicalSUGGESTION During the survey I
come to know about some short coming of Idea telecom. Thisshortcoming can be removed with the
help of following suggestion and help Ideatelecommunication. In expanding its MARKET through
advertisement and improving its marketposition. 1. Promotional program conducted b the company
should be on large scale for the customer with improved visual aids. 2. Company should increase
the personal contact with the customer because they have some problems that can be solved by the
Idea staff only. 3. For youngsters Idea should provide some free services as like Reliance Infocomm.
4. Idea should appoint few more celebrities for advertisement. 49
50. REFERENCE BOOKS: 1. Philip KotlerCONCLUSION It is always difficult to measure the
effectiveness of service center this is to conclude thatthe research named as Customer satisfaction
level at Idea service center will be useful forthe organization this research has been done keeping
the constraints and requirements of the Ideawith the help of this research it in easy for Idea to know
about the service center and customersatisfaction level. It can help them to now what their customer
wants from them. It will help the organization to know that what more their customer want from
them.What are their weaknesses which the organization can improve in order to service center in
orderto the services performed there. I tried my best to make this research report in spite of that few
mistakes in it and I knowthis thing. So kindly ignore most of the customer are satisfied with their
services but wants toswitch over a new upgraded service if given an opportunity with additional
feature and least risk. BIBLIOGRAPHY & Keller : MARKETING WEBSITES: www.google.com
www.wikipedia.com www.adityabirla.com www.idea.com www.telecomindustry.com
50Management 12th edition 2. C.R.Kothari: Research Methodology. 3. Dr.P.N.Arora : Statistics For
Management.
51. ANNEXURE QUESTIONNAIREName: - ___________________________________Age: -
________________________________Gender: - Male FemaleAddress: -
____________________________________________________________________________Mobi
le No. ______________________________________Occupation: - a) SERVICE b) BUSINESS c)
STUDENT d) HOUSEWIFE e) OTHERSQues1: Which connection you use in your mobile. a)
Postpaid connection b) PrepaidQues 2: Why did you choose Prepaid or postpaid. a) Economical b)
Attractive Scheme c) Like advertisement d) None of aboveQues 3: If you use prepaid connection,
which recharge voucher, you use per month. a) Rs 199 b) Rs 300 c) Rs 500 d) Rs 1000 or More 51
52. Ques 4: How do you come to know about new scheme of Idea? a) Through friend or relative b)
Through Holdings c) T.V Add d) News Paper e) Customer Care f) Any Other SourcesQues 5: how
many times do you visit Idea service center. A) First time b) Weekly C) Monthly d) YearlyQues6:
What was your satisfaction level after visit of service Centre? a) Satisfied b) Not satisfied c) Highly
satisfiedQues7: Do you think Idea call rates are reasonable? A) Yes b) No c) May beQues8: Do you
Idea network provides better communication service. A) Yes b) NoQues9: Do Idea provides better
communication service from it competitors. A) Yes b) No c) May be 52
53. Ques10: You said you were treated poorly or rudely. What exactly did Idea employees do? Please
try to describe specific behaviors, if possible. a. PUT ON HOLD b. NOT RESPONSIVE c. WERE
DISCOURTEOUS d. LARGE QUEUE TIME Ques 11: Now we would like your help in classifying the
problem or problems you experienced. For each problem I mention, please answer Yes if the
problem applies to you, or no if it does not. a. Did the SERVICE provided by Idea people fail to
perform as promise? YES NO b. Did Idea employees treat you poorly or rudely? YES NO c. Did
some other type of problem happen that we did not mention yet? YES NO Ques12 Is Idea user
friendly? ( ) Yes; ( ) No Ques13 how long did the customer service take to respond on your
complaint? ( ) 1 Day; ( ) 1-2 Days; ( ) 3-4 Days; ( ) Above 5 days ( ) Response quickly Ques14 If you
are getting problem with internet connection services did the customer service personal have made
it easy for you to understand how to use? ( ) Yes; ( ) No Ques15 Do you recommend the product to
others? ( ) Yes; ( ) NoQues16 Are you aware that there are toll free help line numbers available with
your Idea connection? Yes No 53
54. 54
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