Introduction

strategy refers to the action/method/trick/technique/direction one would adopt in achieving a

certain objective. For business purposes, objectives are usually more precisely defined using
numerical values 10% increase in sales in the next year could be an example of a business
objective (sales). Objectives differ depending upon the conditions one may find himself in and
therefore would result in the adoption of varied strategies. In a football field the formation of onfield players like 4-4-2 could be a part of the winning strategy, changing interest rates by the fed
or the central bank could be a part of an economic strategy
Strategic management is divided into several schools of thought. A prescriptive approach to
strategic management outlines how strategies should be developed, while a descriptive approach
focuses on how strategies are made in practice. These schools differ over whether strategies are
developed through an analytic process in which all threats and opportunities are accounted for, or
are more like general guiding principles that have to be applied.

Business culture, the skills and competencies of employees, and organizational structure are
important factors that influence how an organization can achieve its stated objectives. Companies
that are inflexible may find it difficult to succeed in a changing business environment. Creating a
barrier between the development of strategies and their implementation can make it difficult for
managers to determine whether objectives were efficiently met.
While an organizations upper management is ultimately responsible for its strategy, many times
the strategies themselves are sparked by actions and ideas from lower level managers and
employees. An organization may have several employees devoted to strategy rather than relying
on the CEO. Organization leaders focus on learning from past strategies and examining the
environment at large. This knowledge is then used to develop future strategies and to guide the
behavior of employees to ensure that the entire organization is moving forward.
What, then, is strategy? Is it a plan? Does it refer to how we will obtain the ends we seek? Is it a
position taken? Just as military forces might take the high ground prior to engaging the enemy,
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might a business take the position of low-cost provider? Or does strategy refer to perspective, to
the view one takes of matters, and to the purposes, directions, decisions and actions stemming
from this view? Lastly, does strategy refer to a pattern in our decisions and actions? For example,
does repeatedly copying a competitors new product offerings signal a "me too" strategy? Just
what is strategy?
Strategy is all theseit is perspective, position, plan, and pattern. Strategy is the bridge between
policy or high-order goals on the one hand and tactics or concrete actions on the other. Strategy
and tactics together straddle the gap between ends and means. In short, strategy is a term that
refers to a complex web of thoughts, ideas, insights, experiences, goals, expertise, memories,
perceptions, and expectations that provides general guidance for specific actions in pursuit of
particular ends. Strategy is at once the course we chart, the journey we imagine and, at the same
time, it is the course we steer, the trip we actually make. Even when we are embarking on a
voyage of discovery, with no particular destination in mind, the voyage has a purpose, an
outcome, an end to be kept in view.
Strategy, then, has no existence apart from the ends sought. It is a general framework that
provides guidance for actions to be taken and, at the same time, is shaped by the actions taken.
This means that the necessary precondition for formulating strategy is a clear and widespread
understanding of the ends to be obtained. Without these ends in view, action is purely tactical and
can quickly degenerate into nothing more than a flailing about.
When there are no "ends in view" for the organization writ large, strategies still exist and they are
still operational, even highly effective, but for an individual or unit, not for the organization as a
whole. The risks of not having a set of company-wide ends clearly in view include missed
opportunities, fragmented and wasted effort, working at cross purposes, and internecine warfare.
A comment from Lionel Urwick's classic Harvard Business Review article regarding the span of
control is applicable here "There is which rots morale more quickly and more completely than .
.the feeling that those in authority do not know their own minds."

The importance of strategic management

Increasingly complex, the economy and society are undergoing rapid, staggering changes
affecting the economic, social, political and cultural dimensions of the processes of social
exclusion. This is why a strategic approach should be developed to deal with the issue, to the
extent that it should include all the processes, factors and dimensions of social exclusion, and
that it takes into account the passing of time, however swift. An issue as complicated as social
exclusion cannot be tackled with simplistic measures which ignore the time factor. All the same,
this does not mean that the strategy cannot be simple, direct, easy to understand and to explain.
Clearly, the wide range of situations of social exclusion and the concurrence of circumstances
arising therein call for the formulation and implementation of a strategy. This strategy cannot be
a single strategy to be applied to all areas and populations of the world. Although there are no
strict rules for strategy development, some principles, such as partnership, integration and
territoriality, have been handed down over the ages, tested over time and adopted in thousands of
projects on every continent, and widely accepted by governments, key socio-economic players,
associations and international organizations. Those principles should be adapted to specific
situations and built into a strategy for local action. The strategy should begin with a diagnosis
looking at the context, specific conditions of social exclusion and the will to take action. Fund
providers and authorities often set up mandates to be considered and incorporated into the
planning, implementation, and monitoring and evaluation project phases. Strategy affects each
phase and gives them it's specific content. Specific strategic content makes it possible to identify
and define the fundamental features of a local project aimed at fighting social exclusion. This
forces one to choose from the possible options and differentiate the choice from others.
Therefore, it is a valuable aid enabling stakeholders to become aware of the implications of
social exclusion and of what is involved in efforts to eradicate it. The significance of social
exclusion becomes the cornerstone of all action and paves the way for strategic alliances.
Without an identifiable strategy endorsed by all the stakeholders, it is very difficult - even risky to establish a partnership. The importance of a strategic approach also lies in the opportunity to
control chance. There will always be certain imponderables and variables that cannot be
controlled, but a sound, flexible strategy can water down their adverse effects.

Objectives
Decisions can be notoriously difficult when you're an entrepreneur or you're in a leadership
position of a bigger company. Because you're invested in making the best possible decision for
your business or for your employer, you must use a line of objective reasoning and eliminate any
emotional or biased influences that might alter or compromise that decision.
Of course, that's easier said than done. How can you objectively decide whether or not to fire
someone you've worked with closely for more than a decade? How can you objectively decide to
go with one style of website design over another? How can you objectively decide between two
options that aren't directly comparable?
There's a limit to our objectivity as human beings, but with practice and with solid strategies in
place, you can make the most objective decision possible. Try using one or more of these
strategies when making your next major decision:
1. Acknowledge and Compensate for Your Biases. Our decisions stop being objective when our
emotions and biases begin to interfere with our evaluations. In order to reduce this impact, think
critically about your own mentality and what factors could contribute to a subjective decision.
How much and how well do you know the other people involved with the decision? What past
experiences could lead you to a biased view on the different options available to you? What
assumptions have you made? Consider these carefully when determining which direction you're
leaning toward--if you find yourself leaning toward or away from an option because of these
biases, restructure your thinking.

2. Use Pro and Con Lists. Pro and con lists are an old standby, but they're still a worthwhile
pursuit. Take each option in your decision and make two lists for each; on one side, you'll have
all the benefits of an option and on the other, you'll have all the downsides. Try to give your list a
sense of scale; for instance, a $10,000 upside should be more of a considering factor than a 1
minute increase in travel time for a downside. This can help you think through all the positives
and negatives of all your options, and help you visualize the generally best candidate.
3. Imagine Counseling a Friend. It's easy to get lost in your own head when considering all the
possible factors that could affect the outcome of your decision. Imaging your own advice if you
were counseling a friend on making the decision can help you understand what an outsider's
perspective might be. Because you're in the middle of a situation, your views are distorted, but
on the outside, you might see things differently. Imagine your friend telling you the problem
using only the most important information, and think about what you might say in return.
4. Strip Down Your Deciding Factors. This strategy is useful when your decision is particularly
difficult. Instead of trying to think of everything that could possibly be accounted for when
making the decision, try to limit what you have to interpret. Strip down the deciding factors to a
minimal number; for example, if you're deciding between two new jobs, you could pare the
decision down to salary, work culture, and potential for growth. Eliminate any factor that isn't
one of your primary considerations, and look at what remains. It's far easier to make an objective
decision based on three pieces of information than it is based on a hundred. The only hard part is
determining which factors are most important.
5. Experiment By Reversing Your Line of Thinking. During the decision making process, you're
going to make assumptions--it's both natural and unpreventable. But that doesn't mean you can't
tinker with those assumptions in order to get a fuller, more objective view of the situation. For
example, you might assume that your company is going to continue growing in revenue, but
what if your sales decrease over the next two years? How would your decision play out?
6. Create a Scoring System. This is a way to reduce your decision down to a game of numbers.
Assign positive or negative points to each quality associated with each of your decisions, and
keep a total score running for each one. For example, the fact that a new potential marketing
strategy is inexpensive might be worth 3 points, but the fact that it's a moderate risk might be
worth negative 2 points, leaving it with 1 point remaining. Once you've taken everything into
consideration, one decision will be objectively worth more than the other. You'll still be affected

by your subjective opinions, but they'll only be manifesting on a factor-by-factor basis, thereby
reducing their impact.
7. Make a Decision and Live With It. Ultimately, no matter how much you pore over a decision
or think about all the possible consequences, a decision will have to be made. There's no
avoiding it. Don't delay making a decision just because you can't come down easily on one side
or the other--instead, make a decision and hold firm to that decision. You can deal with any
consequences of that decision as they arise later. In most cases, making a bad decision is still a
lot better than making no decision at all.
It's impossible to make any truly objective decision--we are all subtly influenced by our
emotions, our personalities, and our past experienced, no matter how hard we try to isolate the
objective details. Still, using these strategies to make your decisions more objective is a
worthwhile endeavor. Even if your decision doesn't pan out the way you intended, you can at
least rest assured hat you made the best possible decision under the circumstances.

Strategies Adopted By Company

Businesses are in business to make money. In order to accomplish this objective, a business may
employ different business strategies in order to win over customers and generate profit. In this
lesson, you'll learn about some of the common strategies.
Business Strategy Defined
Liz loves fashion and wants to start a clothing store. Like all smart entrepreneurs, Liz is writing a
business plan. One of the most important decisions she must make is what general business
strategy she will employ. A business strategy is a long-term plan that is used to achieve a desired
business goal. Three general strategies are cost strategy, differentiation strategy and focus
strategy.
Cost Strategy
One strategy that Liz can employ is to compete on cost. A cost strategy is about keeping business
costs down as low as possible so a business can beat the competition on price and keep some of
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the cost-savings as profit. In order to make this strategy work, Liz needs to make her business as
efficient and cost-effective as possible. She'll need to find the best deals from wholesalers and
keep labor and other costs down.
Of course, Liz has no plan to pass all of her savings onto her customers. Some will be kept for
profit. If she's successful, she'll have a better profit margin than her competitors. Perhaps the best
model (or example) Liz can turn to for this strategy is a discount retailer like Wal-Mart.
Differentiation Strategy
Liz could go in a different direction and try to distinguish her business from the competition. A
differentiated strategy is about providing a unique or rare good or service that is not readily
available from the competition. For example, a Kosher grocery store that delivers offers both a
differentiated product and service. Liz could try to differentiate herself by providing unique
services, such as offering personal shopper services that will shop and make selections for you.
She can also offer clothing from unique fashion designers.

Focus strategies
The focus strategy is really a hybrid of the cost and differentiation strategies. This strategy states
that in some ways, a firm is really good about managing costs; and in other ways, this firm is
really good about differentiating products or services. A firm may choose to take this hybrid
approach because it understands a particular audience or niche of customers or category of
products; in other words, the firm can, through this focused approach, serve a particular market
better than anybody else. This firm is going to be the best at serving a particular niche.
As a focus strategy retailer, Target focuses on suburban, middle-class customers by offering
those consumers almost the perfect combination of cost savings and differentiated products.
7

COMPANY PROFILE

Idea Cellular, called Birla Tata AT&T before being renamed in May 2002, is Indias leading
cellular services provider. It was set up in January 2001 following the merger of Tata Cellular
and Birla AT&T Communication.In February 2001, Idea Cellular acquired RPG Cellcom, which
is now called BTA Cellcom and has operations in Madhya Pradesh and Chhattisgarh.
The Idea Cellular footprint currently covers five circles: Maharashtra, Gujarat, Andhra Pradesh,
Madhya Pradesh (including Chhattisgarh) and New Delhi. Its services span the entire cellular
value chain from voice to text. During 2001-2002, Idea Cellular was Indias fastest growing
cellular operator, registering an annual growth rate of 135 per cent. Thanks to the frontline
technology from Nokia and Ericsson at its customers extensive coverage, quality service and
minimal congestion levels. Currently it has an approximate subscriber base of 1.25 million,
which amounts to 26.2 per cent in its five circles of operation (and 10.7 percent of the all India
total). Idea also enjoys market leadership in two of its circles of operation, Maharashtra and Goa,
and Andhra Pradesh.
IDEA COVERAGE:
Idea gives you coverage like no other mobile service can. Covering 23 Districts and 152 towns in
Andhra Pradesh and with a unique concept called the corridor connectivity, Idea promises you
the widest reach with the deepest penetration. Corridor connectivity provides highway coverage
by way of the Costa corridor between Sangareddy (via Hyderabad) and Vijayawada, the Krishna
Corridor between Vijayawada and Tirupati, the Rayalaseema corridor between Hyderabad and
Hindupur and the kakatiya corridor between Hyderabad and Mancherial (via Warangal). Besides,
we assure first time connection, no call drops enho-free speech, better voice clarity and no
congestion of cellular traffic. Lastly, with a base of over 100 franchisees in the state dedicated to
customer care and interaction, its no wonder that service offered by Idea in like no other.

Latest developments in idea Cellular:

In June 2007 Idea Cellular acquired Escotel Mobile Communications and Escorts
Telecommunications and now it has footprint across 11 telecom circles.

Idea will invest Rs.1, 200 crores for network and capacity expansion to achieve 100
percent growth this fiscal.

Singapore Technologies TelemediaPte (STT) and Telecom Malaysia Bhd have jointly
bought AT&Ts entire 33.3 per cent stake in Idea Cellular.

Idea has launched Enhanced Data for GSM Evolution (EDGE) services, offering
higher Internet connection speed, quick downloads and other multimedia services on
mobiles. This next generation service is launched only for Delhi and NCR subscribers
(both prepaid and post- paid) initially.

Background of idea
Idea Cellular is an Aditya Birla Group Company, India's first truly multinational corporation.
Idea is a pan-India integrated GSM operator offering 2G and 3G services, and has its own NLD
and ILD operations, and ISP license. Idea has won spectrum to launch 4G services across 10
key markets and has initiated multiple steps towards introduction of 4G LTE services on 1800
MHz, in a phased manner from calendar year 2016 onwards.

10

With revenue in excess of $5 billion; revenue market share of nearly 18.2% (as on Q4FY15);
and subscriber base of over 165 million, Idea is one of the top 3 mobile operators. Idea is the
sixth largest mobile operator in the world, based on number of subscribers in single country
operations (GSMA Intelligence). Idea carries a traffic of over 2 billion minutes a day.
Idea has a deep rooted network across the length and breadth of the country comprising of over
1,49,196 cell sites covering 7,513 towns and 3,63,580 villages as on Q1FY16.
Using the latest in technology, Idea provides world-class service delivery through the most
extensive network of customer touch points, comprising of nearly 6,752 Idea touch points.
Ideas customer service delivery platform is ISO 9001:2008 certified, making it the only
operator in the country to have this standard certification for all 22 service areas and the
corporate office.
Idea has consistently stayed ahead of the industry in VLR reporting. Ideas thought leadership
on Mobile Number Portability (MNP), with Net Gain of over 14 million customers as on June
30, 2015, has enabled it to stay as the top gainer among other telecom players. Every 4th
mobile user who exercises choice through MNP, prefers Idea.
Idea has been a pioneer in introducing customized product offerings for segmented customers.
It is the first mobile operator to introduce innovative value added services in the Indian
telephony market, and has remained ahead of the industry in data product offerings. Driving the
growth of mobile broadband in India, Idea services over 37.2 million data users (as on
Q1FY16). Today, data contributes over 17.7% of Ideas services revenue.
Idea has received several national and international recognitions for its path-breaking
innovations in mobile telephony products and services. Idea won the prestigious Voice & Data
Telecom Leadership Awards 2014 under the Leadership Recognition category for various
successful initiatives and deployments in the areas of Business Services, Internet & Broadband,
Business Analytics, Information Security, and Customer Service. It was recognized as Most
Innovative Telecom Service Provider of the Year and Mobile Data Service Provider of the
Yearby Frost & Sullivan Asia Pacific ICT Awards 2015. It won Dataquest Business
Technology Award in Analytics category for the Implementation of end-to-end Campaign
Management solution.
Idea is listed on the National Stock Exchange (NSE) and the Bombay Stock Exchange (BSE) in
India. Idea has been voted by investors as one of Asias Best Companies in 2015 in a poll
conducted by Finance Asia under the categories: Best CEO, Best CFO, Best Managed Public
Companies, Best Corporate Governance and Best Investor Relations.

11

PRODUCT PROFILE:

12

Idea Cellular offers a wide range of cellular services and products. Its post paid and prepaid
services are supported by a variety of package plain to suit the needs of different customers. The
company also offers a variety of value- added services. These are:
M- coupon:
Electronic discount coupons that customers can get on their mobile while they shop.
Voice courier:
Idea subscribers can send messages in their own voice to select GSM subscribers all across the
country and to any land line or cellular subscriber in the US and Canada at a fraction of STD and
ISD rates
M-chat:
An instant- messaging service that enables subscribers to chat with their friends in MSN, Yahoo
and ISQ from Idea mobile (using the SMS feature). Ideas m-chat enables subscribers to chat
with all the three chat rooms, MSN, Yahoo and ISQ, without having to tag along a laptop or
computer with net connection.
SMS in nine vernacular languages:
Hindi, Guajarati, Marathi, Bengali ,Telugu, Tamil, Malayalam, Kannada and Punjabi, in addition
to English.
GPRS/MMS:
Idea Delhi was the first mobile phone operator to launch GPRS services in Delhi. Its 3Gcompatible networks support General Packet Radio Service (GPRS), which allows subscribers to
access Internet websites and information portals on Idea mobile. Another outstanding application
on GPRS is Multimedia Messaging service (MMS). Idea is among the pioneers in providing
MMS. This innovation in mobile communication provides the subscriber the ability to
communicate in voice or text with full colour images. With the introduction of GPRS on its
network, Idea also supports the use of the GPRS phone as a modem, providing busy laptop
armed executives the opportunity to log in wirelessly while on the move.
13

IDEA ROAMING:
The world is indeed becoming a smaller place; thanks to globalization and free economies and
peoples increasing love of travelling. And thank to God for cellular telephonys greatest boon:
ROAMING.Be it your next town supplier of your across-the- state sales force; wish to breakfast
over with a Singapore dealer or just enjoy Londons fall with your cousins; IDEAS roaming
services take care of all your communication on the move needs. After all Idea understands
your need to ALWAYS FEEL AT HOME, no matter where you are.So, ROAM with Idea.
Friendly National International Your smile is worth it.
Friendly Roaming:
Idea offers you a very lucrative assortment of: friendly states where you can roam and use our
cellular services in the following cities covered for your interests:1) Maharashtra-Goa 2) Gujarat
3) Madhya Pradesh- ChhattisgarhThus, with Idea Friendly Roaming, you can receive and make
calls within any of the above visited network region as well though the latter will be charged
standard STD rates. In case you visit a particular network outside Home network, and wish to
call up a third none Home network region, you would be able to do so only if you have
subscribed to STD feature by paying the necessary STD deposit, as applicable in your Home
network subscription charges. E.g. as a 9848003689 subscriber, you have your home network as
Andhra Pradesh. You will be able to make and receive calls on this Home IDEA Cellular number
while roaming in Maharashtra- Goa,Madhya Pradesh Chhattisgarh and Gujarat. If you travel to
Madhya Pradesh you can call Madhya Pradesh and Andhra Pradesh only, without having
subscribed to STD facility at home. IN case you wish to call up Bangalore or Chennai or
anywhere else in India while roaming in Madhya Pradesh, you need to opt for the STD facility.
Friendly Roaming

South roaming:

14

Idea goes one step ahead and brings to you South Roam, the roaming facility that enables you to
roam in Chennai, Karnataka, Kerala and Tamil Nadu. So stay connected in all southern states
without even having to subscribe for the STD facility. This unique roaming facility is being
offered in association with RPG Chennai, Spice Karnataka, BPL Kerala and BPL Tamil
Nadu. South Roaming
National Roaming:
Country road . . . take me home, to the place I belong . . . thus sang John Denver in one of his
famous songs Country Road. And Idea takes it upon itself to ensure that our countrys scattered
geographies never fail to catch our network coverage, so wherever you travel in India, an Idea
network is always within reach.
World Roam:
With Idea World Roam services, you can be close to home even when youre globetrotting. With
one of the finest roaming footprints in USA and most GSM countries in Europe, Far East Asia
and Central Asia. You are assured of the most comprehensive coverage around the globe, with
over 72 cellular service providers covering 53 countries.
Call Management Services:
What is technology without a bit of spice? Thats precisely why Idea thinks it right to bring to
you a nice little consortium of features .Which really make cellular life so comfortable? Ranging
from Caller Line Identity Presentation which lets the callers number to be displayed on your
receiver, to Call Waiting-Call Hold which allows you to put a call on hold while you are already
speaking on one a toggle between the two; Idea takes so much effort to reinvent and keep your
cell phone constantly endowed with such valuable features. The list also includes call Divert,
Call Barring, Caller Line Identity Restriction and Call Conferencing, all designed to manage our
calling ways better.

CALLER LINE IDENTIFICATION PRESENTATION (CLIP):

15

CLIP identifies the caller by displaying the number of the caller on the handset. This allows you
the benefit of accepting or rejecting the call; although, at times Caller Line Identification may not
appear due to technical problems in the originating network.
CALL HOLD/CALL WAIT:
This feature allows you to receive or make another call, while you are already busy with a call,
without disconnecting it. You can receive or make a second call, by putting the first call on hold.
You are billed for both the calls. You can activate call waiting by using the menu of your cell
phone.
CALL DIVERTS:
This feature enables you to divert an incoming call to a landline number within your city or a cell
phone within the Idea network.
CALL CONFERENCE:
This feature allows you to have a teleconference with up to five people at the same time, no
matter where you are. The hand set should support this feature. You can conference with either
cell or landline phones. All the calls in the conference are chargeable. This feature needs to be
supported by the handset.
SHORT MESSAGING SERVICES:
This feature allows you to send and receive messages, to and from, respectively; almost all
national cellular operators. SMS allows you access to Services like receiving stock quotes,
horoscopes, jokes, messages, email, news, and many others. It comes as an in-built
feature to all Idea subscribers. Idea offers an array of services that help you manage your

calls better. From caller Identification to Call Waiting, from Call Divert to Call Conference, Idea
redefines convenience. Most of this feature are optional and can be availed of on request and
carry a nominal subscription charge. To activate any feature, call our Customer Care or visit any
Idea n U showroom.

16

ITEMISED BILLING:
This feature gives you the details of all calls made and received, SMS sent during a month. Your
monthly bill, therefore, will carry the details of the number called/received, time and date of the
call, duration, amount charged, number to which the SMS had been sent, etc. This feature is
given by default, and can be deactivated on request
How to remote re-charge:
There are two ways you can recharge.
1)

From Mobile

Dial 2222

Choose the language For English 1; Hindi 2; Telugu 3

Choose the potion Balance 1; Recharge 2; Pin number change 3; Subscription

Expiry 4

Choose the option 2

System asks for Voucher Number

Enter the 13 digit PIN Code printed in the Recharge Coupon

The system reconfirms the PIN Code entered

2)

From Landline
Dial 9848102222
Enter the mobile number as per system request
The system will prompt for PIN number
System asks for Voucher Number
Enter the 13 digit PIN Code printed in the Recharge Coupon
The system reconfirms the PIN Code entered

POSTPAID:
17

A post-paid subscription is also called a billing subscription. In this type of a connection, you can
avail of the cellular connection first and pay for the usage at the end of the month. To avail this
type of connection, you will be required to submit a signed Customer Service Agreement (CSA)
from along with certain specified documents like proof of address, proof of income, etc. Your
connection will be activated post the payment of the onetime charge or activation fee, a
refundable deposit and verification of the requisite documents. On consistent and regular
payment and high usage patterns, you could win yourself the opportunity to enjoy exclusive
loyalty and frequent user facilities provided by Idea Cellular.
To avail of a post-paid connection, you will be required to arrange for the following documents:
Proof of residence like telephone or electricity bill or creditcard statement or lease agreement.
Proof of identity likevoter ID, driving license , passport or voters card PAN or GIR. In case you
arent able to provide either, you will be required to sign on From 60. Passport size photograph
while taking a new post-paid connection, you will be required to pay a one-time activation
charge and a security deposit. The onetime activation fee attracts an applicable service tax. The
security deposit is refundable. Your SIM card will be activated on completion of all formalities.

Post-paid Charges
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Name of the plan

Monthly Rental
Free
Talktime/SMS

SME149
Re.149
NIL

CUG
Local
Idea-Idea
Idea to Local
Mobile
Idea to Landline
STD
To Idea
To other mobile
To Landline
ISD

Free

SME199
Re.199
100 Local/National
Mins free
100 Local/National
SMS free
Free

SME249
Re.249
600Local Mobile
Mins free
200Local SMS
free
CUG Top of
Re.49 for CUG
Free

MAGIC 349
349
1000
Local
Mobile Mins free
200Local
SMS
free
CUG Top of
Re.49 for CUG
Free

50p
50p

50p
50p

40p
40p

30p
30p

50p

50p

Re.1

Re.1

75p
75p
75p

50p
50p
50p

1.00
1.00
1.00

0.75
1.00
1.00

Standard

Standard

Standard

Standard

Re.1

Re.1

Re.1

Re.1

Re.1

Re.1

Rs.1.5

Rs.1.5

Rs.1.5

Rs.1.5

Rs.1.5

Rs.1.5

Rs.1.5

Re.1

Re.1

Re.1

Re.1

50p
50p
Rs.5

50p
50p
Rs.5

50p
50p
Rs.5

50p
50p
Rs.5

National Roaming
Tariff
Local
Idea Re.1
Outgoing
Local
Other Re.1
Outgoing
STD
Idea Rs.1.5
Outgoing
STD
other
outgoing
All Incoming
SMS
Local
National
ISD

PREPAID:

19

A Prepaid subscription is like a cash & carry subscription, designed for quick convenience &
ease of mobility of our valued customers. To subscribe for a prepaid connection, do ask for the
IDEA Chitchat Brand at our outlets. Under this type of subscription, you can pay in advance
for using the services and your credit balance on the subscription keeps reducing in real time
against usage.You will need to buy a pro-paid card, which may or may not have a preloaded
calling value. If there is no default preloaded calling value, then you will need to buy a recharge
coupon to add calling value to your account. These recharge coupons are available in different
denominations.
Every recharge coupon has a pre- defined calling value and a validity period. This means that
you need to use the entire amount of your coupon within a certain time limit. In case you exceed
the time limit or the coupon value, your number will be deactivated till such time as you renew
your coupon. You will be given grace period beyond this time limit to recharge your account, If
the account is not recharged within the grace period, the prepaid subscription is permanently
deactivated and the balance, if any, is forfeited.Once the grace period is expired, the prepaid
subscription gets permanently deactivated. In this case, you will need to buy a new prepaid card
and gets a new cellular number as the old number can no longer be allotted.

MRP Value (Rs.)

Prepaid Recharge Coupons

Talk time (Rs.)
Validity

10

6.00

0 Days

20

14.25

0 Days

30

24.50

0 Days

50

45.00

Life long

111

111

Life long

222

222

Life long

333

333

Life long

555

555

Life long

1000

1000

Life long

Bill Payment

20

Idea gives you the convenient option of making your bill payment either by cash, local
cheque/DD/PO/Internet or Credit Card. Payment should be made in favor of Idea Cellular Ltd.
To ensure quick and easy processing of your payments, please write your account/cellular
number on the reverse of the cheque /DD/PO and submit the same along with the remittance slip.
Please dont use drop boxes cash payments.

Industry profile
21

Cellular Industry:
The technology that gives a person the power to communicate anytime has spawned an entire
industry in mobile Telecommunication. Mobile telephones have become an integral part of
growth, success and efficiency of any business or economy.The most prevalent wireless
technology in the world today, is GSM. The DSM ASSOCIATION (Global System for Mobile
Communication) was instituted in 1987 to promote and expedite the adoption, development,
deployment and evolution of the GSM standard for digital wireless communication. The
association was formed as a result of a European community agreement on the need to adopt
common standard suitable for cross border European mobile communications. Starting off
primarily as it was then called soon came to represent the global system for mobile
communications as it achieved the status of a worldwide standard
The GSM membership has grown exponentially since 1992. The membership now extends to
501 members from over 161 countries. The 373 GSM networks worldwide now service over
369.9 million customers. The worlds satellite operators have also joined the GSM community,
which further adds to its strength and also its impact on world markets. GSM today, the worlds
leading digital standard accounts for 68.5% of the global digital wireless markets.

An Overview of Cellular Industry in India:

22

The government of India recognizes that the provision of a world-class telecommunications

infrastructure and information is the key to rapid economic and social development of country. It
is the critical not only for the development of the information technology, but also has wide
spread ramifications on the entire economy of the country. It is also anticipated that going
forward, a major part of GDP of the country would be contributed by this sector. Accordingly, it
is of vital importance to the country that there be a comprehensive and forward looking
telecommunications policy that creates an enabling frame work for development of this industry.
The Indian government when considered the introduction of cellular services in to the country
made a land mark decision to the Introduce the GSM standard, leapfrogging obsolete
technologies. Although cellular licenses were made technology neutral in September 1999, all
the private operators are offering only GSM services.The first metro cellular network started
operating inn August 1995 in Calcutta. The industry already has 42 networks, covering more
than 600 towns and 7 cities and several thousand villages and servicing more than 3 million
subscribers all over the country.
Cellular telephony is still growing at a rate 50% annually in even the developed nations, with
technology up gradation. Cellular services are mow becoming popular in India. Telecom density
is only 2per 100, which is less than that of china (4.5per 100) and the world average (10 per
100). Cellular penetration is currently low at 0.1% compared to china (1.1%)and Malaysia (2%)
To improve penetration will simply an investment of over RS 600 billion in the next 5 years. By
the year 2000, the industry had already Invested in excess of Rs.150 billion and it is estimated
that the financial commitment of the industry over the next 5years till 2005 will be
approximately Rs. 200billon. As per the growth trends, COAI envisages a subscriber base of 50
million by 2015.

Contribution of the cellular industry:

23

Employment generation: it is estimated that the total employment generated by the cellular
industry is to the tune of 50,000 of which the majority will be professionally quailed people.With
the envisaged continuo growth of cellular networks, employment opportunities will grow in
continuo proportions.
Growth in GDP: A World Bank report has drawn a direct relationship, between growth in tale
industry and its impact on economic growth. The report states that for every 1-% increase in
Tele-density, there is a 3% increase in the growth of GDP.
Increased FDI Flow: The telecom sector attracts the largest foreign direct investment in the
country, with FDI inflow of RS.300 billion, accounting for almost one-fifth of FDI approvals
since 1991. Of this the bulk of the investment has flowed into the basic and cellular sectors with
the actual FDI into cellular service equals to 50% of the total inflows into tee telecom.
Heavy investment in infra-structure: This sector is responsible for the single largest chunk of
investment by any individual industry with an actual investment of RS.150 billon till the year
2005 for the revenue generation for the government of India. The cumulative revenues that have
already flowed to the governmentof India through license fee and non- license fee sources by
year 2000 are already in the region of RS.85 billion.
Latest developments in the Telecom sector:
In India telecom industry has gathered enough momentum in the past 5 years due to the entrance
of the private players in the telecom sector. There are loud noises in the telecom sector.
Obviously each operator shouted loudly when TRAI started unifying the access licenses. But
gradually, they settled down and the transition led to an explosive growth of the sector. There
will be even more growth when total unification takes place. TRAI is desperately working hard
to bring in this transition.
Given this back ground, the citation of the Asia Pacifics Best regulator award 2004 for TRAI is
really encouraging. It reads: Telecom Regulatory Authority of India (TRAI) receives the Asia
Pacific Regulator of the year award for its unprecedented decision to allow for unified licenses
for telecom services in India ending finally the uncertain environment in which the telecom
operators of India were working. The Indian telecom industry has been subjected to certain
24

degree of regulatory confusion from the time [the] industry was liberalized initially led by
concerns of independence of regulatory authority from the incumbent player. The situation was
not helped by near astronomical figures quoted as bids by potential cellular and fixed licensees in
the first round of liberalization of the entry of WLL based players complicated the already
complex issues in the industry.
BY allowing for [an] unified licensing regime under which both basic and cellular operators are
to be allowed to offer either type of service without the formality of acquiring a separate license
has allowed the optimism back in the industry and favourable to foreign investors. The decision
would allow the Indian Industry to grow appreciably over the next few years and make telecom
services available to a wide spectrum of the population in the country.
Tariffs did come down for consumers. Just a few years ago, mobile tariffs used to be RS.16 a
minute at both ends. Todays regime of calling Party Pays, convergence, and the falling trends
of tariffs have lowered the effective charge to users, to below Re 1.00 per minute; (the effective
charge takes into account outgoing as well as incoming minutes). This declining trend, and the
sectors consequential growth, is clearly demonstrated by the accompanying graph.
Sales promotion:
Sales promotion consists of a diverse collection of incentive tools, mostly short term, designed to
stimulate quicker or greater purchase of particular products or services by consumers or the
trade.Sales promotion is a key ingredient in marketing campaigns.
Whereas advertising offers a reason to buy, sales promotion offers an incentive to buy. Sales
promotion includes tools for consumer promotion- samples, coupons, cash refund offers, price
offs, premiums, prices, point - of- purchase displays and demonstration; Trade promotion
prices off, advertising and display allowances, and free goods; and business and sales for
promotion trade shows and conventions, contests for sales reps and specialty advertising.

Factors that contribute to the rapid growth of sales promotion:

25

Internal Factors:
Promotion is now more accepted by top management as an effective sales tool; more product
managers are under great pressure to increase current sales.
External Factors:
The number of brands as increased; competitors use promotions frequently, many brands are
seen as similar: consumers are more price-oriented; the trade has demanded more deals from
manufactures; and advertising efficiency has declined because of raising costs, media clutter and
legal restraints.
1) Communication: They gain attention and usually provide information that may lead the
consumer to the product.
2) Incentive: They incorporate some concession, inducement or contribution that gives value to
the consumer.Incentive-type promotions are given to attract new tiers, to reward loyal customers
and to increase the repurchase rates of occasional users.
3) Invitation: They include a distinct invitation to engage in the transaction now. Companies
use sales promotion tools to draw a stronger and quicker buyer response. Sales promotion can be
used for short- run effects such as to dramatize product offers and boost sagging sales.
Major decisions in sales promotion:
In using sales promotion the following decisions are to be taken:

Establish objectives

Select the sales promotion tools

Develop the program

Pre-test the program

Implement and control the program

Evaluate the results

Impact of Brand Endorsement on promotion

26

Research on image built through endorsement of celebrities show that there are three aspects that
influence a consumers attitude of a brand.
These are:

Attractiveness

Trustworthiness

Expertise

Examples of how some celebrities in India have been use in advertising in India have been used
in advertising to enhance brand image are listed below.
A film actress like Madurai Dixit is a credible source of information for soap. Khaitan, the owner
of the brand himself assures 100% reliability of the brand in the advertisement thus making the
information dependable. The Uprightness of Seshan makes him credible when he recommends a
frozen vegetable brand claiming that if you are a vegetarian you need not be soft. Nanina
Bolsover, well-known beautician can credibly advertise for sun silk and Tendulkar for Rocker

Benefits of having brand ambassadors for your business

1. Brand ambassadors humanize your brand.
2. Brand ambassadors help increase your social reach.
3. Brand ambassadors help protect your online reputation.
4. Brand ambassadors provide positive word-of-mouth.
5. Ambassadors help increase traffic to your website.
6. Ambassadors help increase awareness of your brand in regions youre not present in.

27

Aspects of a

Image

Celebrity

Product

Elegant

RenukaSahni

Whisper

Beautiful

Madurai Dixit

Lux

Classy

Pataudi

Asian

Brand
Attractiveness

Paints
Royale
Trustworthiness

Expertise

Dependable

Khaitan

Khaitan Fan

Honey

Seshan T.N

Frozen Vegetable

Reliable

KapilDev

Boost

Knowledge

Sachin

Rockers Shoes

Qualified

Tendulkar

Shampoo

Skilled

NainaBalsavar

Bazooka

Amjad Ali Khan

28

Major competitors of Idea are

Airtel, Vodafone, BSN Land Reliance are the main competitors of IDEA.
Peoples who are in profession line preferred Idea due to its perfect network coverage.
Maximum customers are due to the connections provided by the organizations where they
are employed.
Call rates applied should be affordable enough.

29

Idea Cellular: Bright Idea

Mobile service provider Idea Cellular launched its new campaign Kyunki bolne keliye bhasha ki
zarurat nahi hoti (break the language barrier) towards the end of August. The television
commercial is under its popular What an Idea, Sirji! series that demonstrates the power of
telephony, but this time its taken the language route. Besides, its also started a national inter-school
skills fest, Kaho whats your idea, where it aims to reach out to over 200,000 children across 3,000
schools across 100 Indian cities. The initiative is designed by Derek OBrien, and is aimed at an allround personality development of school children.
The latest campaign from Idea builds on the mobile service providers strategy that conveys
progressive

thoughts

in

simple

way.

Idea

Cellular

Senior

Vice-president

(marketing) AnupamaAhluwalia says: The communication strategy demonstrates the power of an

idea in a fresh and imaginative way. Our challenge is always to create a story around why Idea at
every single step. The brief to Lowe, according to Ahluwalia, was to come up with a subject which
is topical as well as relevant, and resonates with a diverse target group. The creative had to appeal to
the youth in particular. Almost every Indian has gone through a situation where one has struggled to
communicate with another fellow Indian just because of the language. Its about how a simple phone
call can help in building bridges among people, speaking different languages, she adds.

30

The TVC was initially aired for 90 seconds, and now it is being aired for 60 seconds and a few 30second commercials have also gone on air recently. The TVC is directed by Amit Sharma and
Chrome Pictures is the production house. R Balki, ArunIyer, AshwinVarkey and Suraja Kishore at
Lowe have conceptualised the campaign. The film is shot in Mumbai, Kolkata, Haryana and Kerala.
Besides a new campaign, Ideas Kaho whats your idea programme comprises various innovative
techniques to promote thinking logically, weaving a story, application of memory skills and real-life
skills apart from the general knowledge factor. It kick-started on September 1 and will be run till the
end of this academic season. The first round of inter-school contest is already underway across many
schools in cities such as Nainital, Varanasi, Moradabad, Siliguri and Jabalpur.
However, the countrys largest mobile service provider Airtel has tied up with Fox Internationals
National Geographic channel for an initiative for school kids, Airtel-Nat Geo Young Explorer,
recently. While the Young Explorer spans across four cities and covers 400 schools, Kaho whats
your Idea has high intensity (will cover 3,000 schools and 100 cities). Derek OBrien and his team
have developed the content, and they are involved in shortlisting schools, questionnaires, conducting
programmes across schools, and also for the assessment, evaluation and selection process. Idea has
conceptualised the entire concept for the contest, and is doing the promotion for the campaign,

31

What an Idea "sirjii"!

Ideas cellular brand campaign
Old idea, new idea. - Idea 3G Smartphone TVC
Idea launched a new handset, which is 3G capable and cost Rs 5,850 and the service operator
too offer free bundled services along with the purchase of the handset.
The idea behind new campaign is apart from that the company want to make its 3G handsets
accessible to people. The only intent behind the campaign is not to just to sell phones. The intent
is to get more people onto 3G because of the fantastic experience that it can offer to subscribers.
There is an old way of living and there is the new way of living. With 3G today on smartphones,
there would be a whole generation that would skip computers completely and get on to the
Internet straight from their phones. Hence this was a new way of positioning 3G as the new way
of living and how with 3G one can have new ideas.
It is this idea that has been deployed in the three TVCs for the campaign. The first one has a
modern-day mother struggling to meet the pressures of her work life and raising her toddler.
Then enters Abhishek Bachchan who shows her how she can use her handset to keep checking
on her little one while being in the office using 3G.
The second TVC has the Junior Bachchan playing a sales executive in a consumer electronics
showroom. A couple comes in and inquires for the best price for an electronic item. They are
about to leave to find out the prices offered by other stores around but are stopped by Abhishek
who demonstrates how with Idea Cellular 3G they can find out the best prices of the product
through their handset and help save them the cost of travelling and time.
The third TVC shows Abhishek standing next to a middle-aged fellow passenger outside the
airport. He requests the gentleman for his mobile. The person reluctantly parts with his handset
and comments that he can use his handset only to make calls. To which the Junior Bachchan
comments that using handsets for just making calls is an old idea. The new idea is to use
handsets for search, mail, shopping, Facebook, etc. This is how he brings out the benefits of
using the new Idea handsets with Idea 3G services.
The Idea campaign once again backed up by a complete 360-degree campaign comprising
digital, outdoor, radio and print.

32

Idea 3G Pe BG
Brand Ideas this ad campaign suggests a simple and effective solution to population problem,
through seamless and non-stop entertainment with Ideas 3G services!
Ideas brand campaign, based on a social theme, highlights the countrys challenge of Population
inflation and suggests a simple telephony solution.
Lack of entertainment in the lives of ordinary citizens could have often resulted in couples
falling prey to unplanned family extensions which has added to the population of the country.
Brand Ambassador Abhishek Bachchan in this ad campaign explains to a friend that the root
cause of over population in our country is the unavailability of entertainment options for people.
He suggests Idea 3G and its many innovative applications such as Mobile TV, Gaming, Video
Calling, Social Networking on Super-Fast Internet that offer non-stop entertainment to help
people stay connected and entertained.
Idea brand campaigns have always celebrated Champion ideas which have the power to change
the society and the way we live. This time, the Champion idea is 3G which has a strong
entertainment appeal, and has been designed to resonate with the larger audience, on a critical
subject that looms large on the country. On the other hand, it also promotes some of our 3G
based mobile applications. The idea was backed by 360 degree communication program to
promote the campaign and drive awareness. The new ad is yet another addition in the longrunning series of Idea campaigns with the popular tag line What an Idea, Sirji!.

33

MAKE WAY FOR AN IDEA. IT WILL CHANGE YOUR LIFE.

BornOf Intelligence bred on convenience thats Idea Chit Chat for you.Our prepaid cellular
service delivers superior calling and valueadded capabilities.Onthestrength of our state of the art
INTELLIGENT SYSTEM. And when it comes to you from the world leader in
telecommunications, rest assured;IDEA will change your life.The Idea Chit Chat is a
rechargeable SIM card easily available across a host of dealer and retail outlets all over your
city.The STARTER PACK includes the SIM and complimentary airtime with a limited expire
period, before which you will need to top up your Chit Chat account with sufficient talk time
value by buying RECHARGE VOUCHERS of variable denominations and RECHARGING
them on your SIM card account.
All Idea Chit Chat cards are equipped with formidable features like short Message Services
(SMS), National Roaming, Caller Line Identification Presentation (CLIP) and Long Distance
(STD) as well as International Calling (ISD). To sound sweeter Idea Chit Chat doesnt come with
any hassles of bills, payment due dates, late payment charges, rental or deposits. Instead it sets
you free with instant balance enquiry, round- the- clock recharge facility, on-line recharging
system and a 24 hours; 365 days Customer Care Service.

34

1:The mobile service subscribed by the respondents

Table 1:

Mobile service subscribed

Inference:

39%

S
l.
n
o

Mobile
service

No. of
Percent
responde age
nts

Idea

35

35

Airtel

15

15

Vodafo
ne

15

15

Relian
ce

10

10

Cell
one

10

10

Tata
docom
o

15

15

Total

100

by the respondents
100

respondents of Idea, 16%

respondents of Airtel,16% respondents of Vodafone.9% respondents of Reliance, 20%

respondents of Cell From this we come to know that largest segment of respondents are of idea
then comes Cell one, Airtel and Vodafone.

2: The cellular subscribers preferring the type of service

Table 2:
Sl. no

Type of

No. of

Percentage

service

respondents

Pre-Paid

29

29

Post Paid

71

71

35

Total

100

100

Cellular subscribers preferring the Type of service

80
70
60
50
1 Pre Paid

40

2 Post Paid

30
20
10
0
No. of respondents

Percentage

Inference:
29% respondents of Idea are using pre paid
71% respondents of Idea are using post paid
From this we can conclude that most of the respondents of Idea prefer post-paid
servicethan to pre paid

3: The prepaid respondents using the recharge coupon

Table 3
Sl. No

Type of recharge
coupon

No
of
respondents

Percentage

Rs.108

11

11

Rs.324

55

55

Rs.540

10

10

36

Rs.1080

15

15

Rs.3240

Total

100

100

Usage of Recharge coupons

60
50
40
No of respondents

30

Percentage

20
10
0
Rs.108

Rs.324

Rs.540

Rs.1080

Rs.3240

Inference:11% respondents prefer Rs. 108 recharge coupon, 55% respondents prefer Rs.324
recharge coupon, 10% respondents prefer Rs.540 recharge coupon, 15% respondents prefer
Rs.1080 recharge coupon, 9% respondents prefer Rs. 3240 recharge coupon.
From this we conclude that most of the respondents prefer the Rs. 324/- recharge coupon.

MODE OF AWARENESS
4: Through which media respondents came to know about Idea.
Table 4
Sl. No

Type of media

No. of
respondents

Percentage

Television

23

23
37

Print Media

23

23

Friends/Relatives

37

37

Hoardings

Other

10

10

Total

100

100

Type of Media
40
35
30
25
20
15
10
5
0

No. of

respondents

Percentage

Inference:23% respondents came to know through television, 23% respondents came to know
through print media, 37% respondents came to know through friends / relatives, 7% respondents
came to know through hoardings,10%respondents came to know through others

5: The features that attract an Idea card purchase.

Table 5
Sl.n
o

Features

No of
respondents

Percentage

Most friendly &

affordable plans

18

38

Best quality
network

12

31

Widest coverage in
A.P

20

51

Brand loyalty

Total

39

100

Features that attract Idea card purchase

60
50
40
No of respondents

30

Percentage
20
10
0
Most friendly &

affordable plans

Inference: 18% respondents are attracted towards Ideas most friendly &affordable
plans.31% respondents are attracted towards Ideas best quality network.51% respondents
are attracted towards Ideas widest coverage in A.P.1% respondents are attracted towards
Ideas brand loyalty.
6: The features that need improvement.

39

Table 6
Sl. No

Features

No. of
respondents

Percentage

Service

41

41

Transparency in
billing

24

24

Call clarity

20

20

Other

25

25

Total

100

100

Features need to Improve

45
40
35
30
25
20
15
10
5
0

No. of
respondents
Percentage

40

Inference:41% respondents say service need improvement.24% respondents say more

transparency in billing should maintained.20% respondents say call clarity need
improvement.25% respondents say other features need improvement.From this we conclude that
most of the respondents need improvement in service.

7: The sales promotion tools.

Table: 7
Sl. No

Sales Promotional
tool

No. of
respondents

Percentage

Extra talk time

38

38

Customized recharge
facility

Free incoming for

more than 1 month

38

38

Other

15

15

Total

100

100

Sales Promotion tools

40
35
30
25
20
15
10
5
0

No. of
respondents
Percentage

41

Inference: 38% respondents suggested for extra talk time.9% respondents suggested for
customized recharge facility.38% respondents suggested for free incoming for more than 1
month.15% respondents gave other suggestions for sales promotion.
From this we can say that respondents prefer extra talk time and free incoming for more than 1
month as good sales promotional tools.

8: The Brand ambassador who can influence sales

Table 8:
bSl. No

Brand
Ambassador

No. of
respondents

Percentage

Film star

34

34

Sports person

46

46

Politician

Company CEO

17

17

Total

100

100

Brand Ambassador
50
45
40
35
30

No. of
respondents

25
20

Percentage

15
10
5
0
Film star

Sports person

Politician

Company CEO

42

Inference: 34% respondents suggested for film star as brand ambassador.46% respondents
suggested for sports person as brand ambassador.3% respondents suggested for politician as
brand ambassador.17% respondents suggested for company CEO as brand ambassador. From this
it is clear that more respondents prefer sports person to film state

9: The features that make idea cellular the most preferred.

Table 9:
Sl. No

Features

No of
respondents

Percentage

Widest coverage in AP

15

39

Brand loyalty

Most Economical and

friendly packages

11

29

Best quality and extensive

network

13

32

Total

39

100

43

Features of Idea Cellular preferred

45
40
35
30
25
20
15
10
5
0

No of
respondents
Percentage

Inference: 39% respondents suggested for extra talk time.29% respondents suggested for
customized recharge facility.32% respondents suggested for free incoming for more than 1
month.15% respondents gave other suggestions for sales promotion.

10: The occupation of respondents.

Table 10
Si. no

Occupation

No. of Respondents

Percentage

Business

39

39

Employee

34

34

Student

13

13

44

Professional

11

11

Others

Total

100

100

Occupation of Respondents
45
40
35
30
25

No. of Respondents

20

Percentage

15
10
5
0
Business Employee Student Professional Others

Inference: 39% respo9ndetns are businessmen.34% respo9ndetns are employees.13%

respo9ndetns are students.11% respo9ndetns are professionals.3% respo9ndetns are other.

FINDINGS
1.
2.
3.

Most of the respondents of Idea prefer post-paid service than to pre-paid

Most of the respondents came to know about idea through friends / relatives.
Nearly 50 per cent of respondents are attracted towards Ideas widest coverage and the

4.

remaining 50 per cent towards other features.

Most of the respondents need improvement in service

45

5.

More respondents prefer sports person to film star as brand ambassador 6.55%
respondents are ready to subscribe the lifelong plan

SUGESSTIONS
1. Customers want the company to take feedback regarding services and inform the about new
tariff plan charges.
2. Idea should change pulse rate from 1 minute to 15 seconds.
3. Customers want more improvement in service.
4. Idea Cellular should give more advertisement through Television and should place
more hoarding and billboards.
46

5. Newspapers and should pace more hoarding and billboards.

6. Idea must make clear the conditions applicable with lifelong Incoming plan.
7. Idea should give extra talk time and reduce rental charges.
8. Call clarity should be improved.
9. Customers have suggested for customized recharge facility
10. Many customers have suggested of free SMS service and free outgoing calls within the
CUG.
11. The package design is not communicative and eye catching, so package designs and colour
has to blend harmoniously to make the package communicative.
12. Network should be expanded to rural areas also.
13. Idea must improve their personnel selling and direct contacting to provide customers full
knowledge about their products.

CONCLUSION:
Communication strategy of idea is very good because most of the people are well known to the
service by idea .Being new to telecom industry, people are not confident to go for it. Also,
competitors of idea are very much powerful in communicating as well as providing the service.
And one thing which is focused is that the Brand Ambassador also plays an important role in
catching the attention of the customer because most of the people reported that they liked
Abhishek Bacchan more than Sariya Saran.
It is always difficult to measure the effectiveness of service center this is to conclude that the
research named as strategic Approach Adopted by Idea cellular will be useful for the
organization this research has been done keeping the constraints and requirements of Idea with
the help of this research it is easy for Idea to know about the customers preference level. It can
help them to know what their customers want from them.
47

It will help the organization to know that what more customers expect. What are their weakness
which the organization can improve in order to service center in order to the services performed
there.
I tried my best to make this research report and come to the conclusion that most of the
customers are satisfied with the services but they want to switch over a new upgraded service if
given an opportunity with additional feature and least risk.

BIBLIOGRAPHY
WWW.GOOGLE.COM
MARKETING STRATEGIES AND PLANS - Mananprakashan
www.idea.com
IDEA Showroom Ulhasnagar 421003
Manish Mobiles SAMSUNG Smartphones Showroom Ulhasnagar 421003

48

QUESTIONNAIRE FOR CUSTOMERS SATISFACTION TOWARDS

IDEA CELLULAR
1. Do you own/use a cell phone?
(a) Yes

(b) No

2. If you own/use a cell, which service youre using at present?

(a) IDEA

(b) AIRTEL

(d) RELIANCE

(e) CELLONE

3. Which type of service do you use?

(c) VODAFONE

49

(a) Prepaid

(b) Post-paid

4. If prepaid, which recharge coupon you often use?

(a) Rs. 111

(b) Rs. 324

(c) 540

(d) Rs. 1080 (e) Blow 100

5. Do you know about Idea?
Yes ( )

No ( )

If yes, how you came to know?

(a) Television (b) Print media (Newspapers / Magazines)
(c) Friends / Relatives (d) Hoardings / Bill boards
(e) Any other (specify) __________________________
6. What features attract an Idea card purchase?
(a) Most friendly and affordable plans

(b) Best quality Network

(c) Widest coverage in A.P d) Brand Loyalty

7. Suggest features you think needs improvement

(a) Service
(c) Call Clarity

(b) Transparency in Billing

(d) Any other (specify)

8. Which sales promotion activity do you think would be more effective in grabbing more
market share?

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(a) Extra talk time

(b) Customized recharge facility

(c) Free incoming for more than one month

(d) Any other (specify)
9. Suggest which Brand Ambassador will effect sales promotion?
(a) Film star

(b) Sports person

(c) Musician

(d) Company CEO

10. What makes Idea most preferred?

(a) Widest coverage un A.P

(b) Brand Loyalty

(c) Most economical and friendly packages

(d) Best quality & extensive network
11. Which brand do you recommend if given a choice?
(a) IDEA

(b) AIRTEL

(c) VODAFONE

(d) RELIANCE

(e) CELLONE
12. How do you rate the services at Idea Cellular
a) Excellent
(c) Satisfactory

(b) Good
(d) Poor

13. What is your opinion about Ideas recently launched recharge coupon of Rs.50 and Rs.100?
(a) Excellent
(c) Satisfactory

(b) Good
(d) Not exciting

14. Would you prefer to subscribe for Ideas lifelong incoming plan?
(a) Yes

(b) No

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15. Any suggestions to improve the sales of Idea

Signature of the Customer

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