CUSTOMER AWARENESS IN RELATION TO IDEA 3G

Submitted by: Praharsh Sairaha BBA-Semester 5th (2010-13) Enrolment no: A70064100065 Under guidance of: Faculty Guide: Prof. Manoj Joshi ABS,Lucknow
(RESEARCH PROJECT REPORT FOR THE BACHELOR OF BUSINESS ADMINISTRATION (2010-13)

AMITY BUSINESS SCHOOL AMITY UNIVERSITY UTTAR PRADESH, LUCKNOW

STUDENTS CERTIFICATE
Certified that this report is prepared based on the Dissertation project undertaken by me in CUSTOMER AWARENESS IN RELATION TO IDEA 3G.under the able guidance of Prof. Manoj Joshi in partial fulfillment of the requirement for award of degree of Bachelor of Business Administration (BBA) 2010-13 from Amity University, Uttar Pradesh.

Date.______________

Signature PraharshSairaha Student

Signature Prof. Manoj Joshi Faculty Guide

Signature Prof. V.P. Sahi Director (ABS)

FACULTY CERTIFICATE
Forwarded here with a Research Project Report on CUSTOMER AWARENESS IN RELATION TO IDEA 3G.. submitted by PraharshSairaha, Enrollment NO.A70064100065,Student of BBA,Semester-5TH (2010-2013). This project work is partial fulfillment of the requirement for the degree of Bachelor in Business Administration from Amity University, Lucknow Campus, Uttar Pradesh.

Dr.Manoj Joshi, Professor, AMITY BUSINESS SCHOOL,

AMITY UNIVERSITY UTTAR PRADESH, LUCKNOW CAMPUS, LUCKNOW-226010 UTTAR PRADESH

DECLARATION
I hereby declare that the information presented in this research report is correct to the best of my knowledge. This research report has not been published anywhere else.

PRAHARSH SAIRAHA

PREFACE
Organizations are becoming large and complex with progressive industrialization. Personal department hence becomes the prime in all concerns whether small/large undertakings and its importance new over the old. For the partial fulfillment of BBA it is obligatory on the part of every student to prepare a project report. The enables one to gain knowledge of use of functions and applications of the Personal Department in practical work. Project assigned to me was CUSTOMER AWARENESS IN RELATION TO IDEA 3G The undertaken project associated me with IDEA where the project was conducted. The details of the project are in the concluding pages.

PRAHARSH SAIRAHA BBA 5TH Sem.

ACKNOWLEGDEMENTS
My sincere gratitude goes to MY FACULTY GUIDE. I am highly indebted and thankful to him for sparing valuable time from his busy schedule in providing me constant guidance and cooperation for completing this project. I am extremely thankful to our respected faculty members of AMITY BUSINESS SCHOOL for giving me there whole hearted support, guidance and encouragement to me at every step of this project. There valuable suggestions and advices have been a constant source of inspiration to me in completing this project. I am very keen to express my gratefulness to my friends, family members and classmates for there tremendous support, contribution and assistance at many steps of this project who made this difficult task a nice experiencedo my project work on Customer Awareness in Relation To 3G
in Idea Cellular Ltd. This project bears on imprint of many peoples. I sincerely thank to my project guide. I also wish to express my gratitude to the officials and other staff members of Idea Cellular Ltd. who rendered their help during the period of my project work. My special thanks to: Mr.SaurabhMathur (Zonal Business Manager) Mr. Rahul Kulshreshtha (Area Sales Manager) Mrsuboth(TSM) Mr.Raisuddin(AMO) Mr.SyedShadabAli(SeniourExcecutiveOnicra)

Apart from these respected people some other people from the company who worked as DSEs and Promoters of the Idea 3G products. Lastly, I wish to avail myself this opportunity to express a sense of gratitude and love to my friends, my brother and my beloved parents for their manual support, strength, help and for everything. Place: Allahabad

TABLE OF CONTENTS

S No.

Topics

Page No.

1. 2. 3. 4. 5. 6. 7. 8. 9.

INTRODUCTION OBJECTIVE COMPANY PROFILE CHAIRMAN PROFILE RECENT DEVELOPMENT FUTURE PLANS MISSION SOCIAL RESPONSIBILITY ADVERTISMENT PREVENTING ENVIRONMENTAL DEGRADATION

10. 11.

RESEARCH METHODOLOGY APPLICATION OF 3G

12.

SURVEY

13. 14.

SUGGESTION AND COMPLAINTS RECHARGE PRICE COMPETITION AMONG MARKET PLAYER

15.

QUESTIONNAIRE

16. 17. 18. 19. 20.

CUSTOMER COMPLAINTS SWOT ANALYSIS CONCLUSION RECOMMENDATIONS BIBLIOGRAPHY

INTRODUCTION
IDEA 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 a subscriber base of over 93.75 mn as of 31st May 2011. It became a panIndia integrated GSM operator covering the entire telephony landscape of the country, and expanded its NLD and ILD operations 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 bought license to offer 3G services in 11 service areas, which generate over 81% of the companys total revenue. Ideas 3G services havebee launched on the 20thof March, 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 total subscribers, amongst other GSM players. In fact, two out of every three new subscribers now come from non-urban market.

Ideas innovative and revolutionary VAS offering has been a major growth driver. Be it Mobile TV, which was launched for the first time in India on the Idea network; exhaustive Music library in 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 is now higher than the industry average.

Idea offers seamless coverage to roaming customers traveling to any part of the country, as well as to international traveling customers across over 200 countries. Ideas partnership with over 400 operators ensures that customers are always connected while on the move, within the country or other parts of the world.

IDEA is the winner of The Emerging Company of the Year Award at The Economic Times Corporate Excellence Awards 2009. IDEA Cellular also received the prestigious Avaya GlobalConnect Award for being the Most Customer Responsive Company in the Telecom sector in the year 2010. The company has received several other national and international recognitions for its path-breaking innovations in mobile telephony products & services. It won the GSM Association Award for Best Billing and Customer Care Solution for 2 consecutive years. It was awarded Mobile Operator of the Year Award India for 2007 and 2008 at the Annual Asian Mobile News Awards.

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 40 nationalities. The Group has been adjudged the 6th Top Company for Leaders in Asia Pacific Region in 2009, in a survey conducted by Hewitt Associates, in partnership with The RBL Group, and Fortune. The Group has also been rated The Best Employer in India and among the Top 20 in Asia by the Hewitt-Economic Times and Wall Street Journal Study 2007.

OBJECTIVE
Objective of the study Customer Awareness Related To Idea 3G has been to dig into the roots of the common population to present the facts related to the present the level of awareness of latest 3G Telecom Technology.

The prime motive of the study has been, to present the company with portion ofthe population that is aware about the latest telecom technology. Also, other related vital facts are sought to be brought in light, so that company would benefit itself from the study outcome. The questions covered in the study highlighted the services provided by 3G, how to avail these services (installation of 3G),coverage area, instrument that is more desirable, and the tariff plans. This would lead the company to understand its customer base and the target customers.

Secondary motive of the study is in self interest. I strived to get aware about the industrial workings in the research field.I, as the researcher of the study tried to dig deep into roots of industrial decision making based on research studies. This helped me to learn a lot from the actual industrial environment.

PRAHARSH SAIRAHA

COMPANY PROFILE
Date of Incorporation - 1995 (As Birla Communication Ltd.) Revenue Market Cap Registered Office -2643.37 ( USD in Millions ) -264135.3446472 ( Rs. in Millions ) SumanTower,Plot No 18 Sector 11, Gandhinagar-382011, Gujarat Windsor, 5th Floor Off CST Road, Near VidayaNagari, Santa Cruz(East), Mumbai www.ideacellular.com

Corporate Office-

Management Details
Chairperson MD DirectorsKumar Mangalam Birla HimanshuKapania, AkshayaMoondra, Ambrish Jain, ArunThiagarajan, Biswajit A Subramanian, Biswajit Anna Subramanian, GianPrakash Gupta, Hans Wijayasuriya, HimanshuKapania, Juan Vill NavarrKumar,

Business Operation Background Telecom Service Provider Financial Total Income Net Profit Company SecretaryBankersAuditors Rs. 124376.19 Mn( yr ending Mar 2010) Rs. 10536.55 Mn( yr ending Mar 2010) PankajKapdeo Deloittee Haskins & Sells

Incorporated in 1995, as Birla Communications Limited Idea Cellular Ltd. Obtained licenses for providing GSM-based services in the Gujarat Idea cellular Ltd, a part of Aditya Birla group, is one of Indias leading GSM mobile services operator. This telecom company has licenses to operate in all 22 service areas. Presently it is operating in 13 circles. Idea Cellular value-added services like GPRS, call conference, GSM, GPS and also. Idea offers various prepaid, postpaid, wireless Internet, Blackberry, and travel and roaming services, as well as entertainment, alerts and updates, and bill payment services The company also provides voice services, such as fixed cellular terminals, GSM primary rate interface gateway, and call conference services; business applications comprising remote energy meter reading solutions and vehicle tracking solutions; and SMS/GPRS based solutions. In addition, it offers national and international long distance services; and passive infrastructure services, as well as sells mobile handsets, data cards, fixed wireless phones, and related accessories. The company was formerly known as Birla Tata AT&T Limitedand changed its name to Idea Cellular Limited in 2002. Aditya Birla Telecom Limited (ABTL), holds 16% shareholding in Indus Towers Limited and 100% shareholding in ICTIL. - Idea Cellular Services Limited (ICSL), provides manpower services to the Company.

Awards and Recognitions Some key awards and recognitions received by your Company are: Idea Cellular Ltd. has been ranked 6th in Investor Relations and ranked 7th in Corporate Governance amongst Indian Companies by Finance Asiamagazines annual poll of investors and analysts. On Brand Idea has been ranked the 4th Buzziest Brand by Agencyfaqs. Idea won the award for the Best Ad Campaign at tele.net Telecom Operator Awards, 2010. The campaign What an Idea Sirjee continue to win accolades with the campaignrecently winning Silver at EFFIES 2009 for DemocracyCampaign, while the Walk when you TalkCampaign was adjudged the 2ndbest campaign of the year by Brand Wagon (FE) and All about Ads onNDTV Profit.

CHAIRMAN PROFILE
Born: June 14, 1967 Achievement: Chairman of the Aditya Birla Group; Vhosen as Ernst & Young Entrepreneur of the Year - India in 2005 Kumar Mangalam Birla is the Chairman of the Aditya Birla Group. The group is India's third largest business house. Major companies of Aditya Birla Group in India are Grasim, Hindalco, UltraTech Cement, Aditya Birla Nuvo and Idea Cellular. Aditya Birla Group's joint ventures include Birla Sun Life (Financial Services) and Birla NGK (Insulators). The group also has its presence in various countries such as Thailand, Indonesia, Malaysia, Philippines, Egypt, Canada, China and Australia.

He is a Chartered Accountant and did his MBA (Masters in Business Administration) from the London Business School, London. Kumar Mangalam Birla took over as Chairman in 1995, at the age of 28, after sudden demise of his father, noted industrialist Aditya Birla, after whom the group is named.

When Kumar Mangalam Birla assumed the mantle at the Aditya Birla Group, Doubts were raised about his ability to handle a giant business house with interests spanning viscose, textiles and garments on the one hand and cement,aluminium and fertilisers on the other. But Kumar Mangalam proved his skeptics wrong. He brought in radical changes, changed business strategies, professionalised the entire group and replaced internal systems. Kumar Mangalam reduced his group's dependence on the cyclic commodities sectors by entering consumer products.

Under Kumar Mangalam Birla's leadership, the Aditya Birla Group, apart from consolidating its position in existing businesses, also ventured into sunrise sectors like cellular telephony, asset management, software and BPO.

Kumar Mangalam Birla also held several key positions on various regulatory and professional boards, including Chairmanship of the Advisory Committee constituted by the Ministry of Company Affairs for 2006 and 2007, Membership of the prime minister of India's Advisory Council on Trade and Industry, Chairmanship of the Board of Trade reconstituted by the Union Minister of Commerce and Industry, and Membership of the Central Board of Directors of the Reserve Bank of India. Kumar Mangalam Birla has won several honors. Major among them include The Business Leader of the Year (2003) by The Economic Times, Business Man of the

Year - 2003 by Business India, and The Ernst & Young Entrepreneur of the Year India in 2005.

Fourth generation of storied Birla clan, runs $29 billion (revenues) Aditya Birla Group, a commodities conglomerate named after his late father. It's among the world's top ten producers of cement, aluminum. Recently acquired Columbian Chemicals for $875 million to become world's biggest maker of carbon black, used in auto tires. Other interests include telecom, financial services and retailing. Aiming to more than double group revenues to $65 billion by 2015. Mother Rajashree who heads group's charitable arm, was conferred the Padma Bhushan, among nation's top civilian honors. Wife Neerja oversees the Aditya Birla World Academy, a school in Mumbai

RECENT DEVELOPMENT
28-JUN-11 The Department of Telecom (DoT) will ask ministry of corporate affairs to examine a five-year dispute between the Tatas and the Aditya Birla Group over Idea Cellular. 13-JUN-11 Idea Cellular has posted marginal fall of 2.29% in its standalone net profit at Rs 2.56 billion for Q4FY11 as against Rs 2.62 for Q4FY10. 13-JUN-11 Idea Cellular has posted marginal growth of 3% in its consolidated Q4FY11 net profit at Rs 2.75 billion as against Rs 2.67 for Q4FY10.

04-APR-11 Idea Cellular has announced that with reference to the Scheme of Amalgamation of Spice Communications with Idea Idea Cellular approved by the Hon`ble high court of Gujarat at Ahmedabad and Hon``ble high ourt of Delhi at New vide their respective order`s dated Nov. 26, 2009 and Feb.05, 2010

29-MAR-11 Kumar Mangalam Birla-led Idea Cellular said it would invest Rs 42 billion in 3G network infrastructure, including erecting around 16,000 towers by March, 2012.

24-JAN-11 The company has posted a consolidated net profit after tax of Rs 2430.50 million for the quarter ended Dec.31, 2010 where as the same was at Rs 1701.10 million for the quarter ended Dec. 31, 2009.

17-JAN-11 Idea Cellular, the first mobile operator to announce the upcoming Mobile Number Portability (MNP) recently has now launched a Toll Free Number 1800-270-0000 to guide over 700 million mobile subscribers on various aspects and procedures of number portability, prior to the national launch of the service on Jan. 20, 2011. With this, Idea continues to lead the industry in MNP communication through a series of new advertisements.

02-NOV-10 In line with the ongoing theme campaign, `Break the Language Barrier`, offering a simple solution to millions of Indians to communicate with people talking different

languages in their own, Idea announces association with Indian Railways, to promote `Break the Language Barrier` campaign and Idea Language Helpline to help its passengers traveling to other parts of the country.

FUTUREPLANS
Our Goal is to become US $65 billion group by the year 2015, from US $ 30 billion today .We expect Idea Cellular Ltd. to contribute significantly to this growth and earning. Chaiman Kumar Mangalam Birla Idea Cellular Ltd. Annual Report (2009-2010) Mr.

We are happy to flag off the Gold Standard 3G services in UP East. Mobile users can now get experiential tour of our 3G services at special Experience Kiosks in select Idea outlets. We plan to expand our 3G network in industrial and commercial regions, centres of learning, and high potential rural hinterlands where Broadband is yet to make a breakthrough. Chief Operating Officer Corporate, Idea Cellular Ltd Mr. Lakshminarayana (At the launch Of Idea 3G in UP East)

MISSION

SOCIAL RESPONSIBILITY

Idea Cellular Ltd. has always been a socially responsible company. Through various programs Idea ,has executed its social responsibility tasks on time to time basis e.g donating clothes to people who need them, helping people from natural calamities (earthquakes and floods).

Idea, engages itself in preventing environmental degradation through various advertisement campaign

In an another advertisement campaign Idea, forbids the use of castes and religion to promote the feeling of One India, and equality among Indians.

Advertisment Preventing Environmental Degradation

Advertisement Promoting Equality.

RESEARCH METHODOLOGY
My Research Type Primary Research: The first and most important purpose of this research is to use the primary
data collection which includes surveys methods,questioner method and observation method. Descriptive Research: The major purpose of this research is description of the state of affairs as it exists at present. In social science and business research we quite often use the term Ex post factor research for descriptive research studies. The main characteristic of this method is that the researcher has no control over the variables; he can only report what has happened or what is happening. Most Ex post facto research projects are used for descriptive studies in which the researcher seeks to measure such items as, for example, frequency of shopping, preference of people, or similar data.

Data Collection Method: Secondary Data:The secondary data are those which have already been collected by someone else and which have already been passed through statistical problem. The methods of collecting primary and secondary data differ since primary data are to be originally collected while in case of secondary data the nature of data collection work is merely that of compilation.

Sources of Data Collection: Idea journals & Magazines, Newspapers, Internet

RESEARCH
Share of Customer Class using 3G services.
1. 2. 3. 4. 5. 6. Employees in Private organizations. Employees in Government organizations. Students. Housewife. Unemployed. Self-Employed.

Share of Customer Class Using 3G Services

4% 12% 4% 25% Employees in Private organizations. Employees in Government organizations. Students Housewife 10% Self-Employed 45% Unemployed

Note-Idea Cellular Ltd herein and after refer to Idea or IDEA.

Distinction Between Ideas 2G And 3G

Distinctinction Video Calls Music Download Speed

2G
Not Available Slow Not Available Not Available Not Available Not Available

3G
Available High Speed Available Available Available Available

Live Television Idea Mall Video Downloading Online Games

In UP East Circle 11 players operate in cellular telecom, among them a total of 4 players have got licence to operate 3G services.

Comparison between Idea And Other Players In The Market.

Company 3G Available?

Idea

Airtel

Vodafone

BSNL

Aircel

Docomo

Reliance CDMA

X
Reliance GSM

MTS

Company 3G Available?

Tata Indicom BSNL CDMA

APPLICATION OF 3G

Idea 3G services can be availed by a user by using two types of devices:

Idea 3G Net-Setter Modem, or 3G Mobile Handset. Both of these instruments use Sim with 3G services being activated on it. Tariff Plans on both these instrument may vary in relation to each other, on the other tariff plans of 3G services vary from that of 2G services.

Idea brings a conveniently sleek and stylish way to access Internet on the move. Simply plugging it into the USB port and go online; no wire, no CD for installation, no hassles and there are affordable plans to choose from. So connect in style with Idea Net Setter.

Idea 3G Net setter is a new Mobile Broadband Service,the next 3rd generation technology offers a great mobile internet connectivity solution.

THE SURVEY

A survey was conducted to dig-out the level of awareness among the consumers of telecom technology. Since, the consumers could be the best target respondent of the survey, the feedback was obtained from the consumers only and not from any participant of distribution channel.

A total of 14 questions were asked from a number of respondents. All the question were revolving around the hypothesis, Are the Allahabad consumers aware about the about services provided by 3G?

Suggestions And Complaints.

Free suggestion regarding any desired change/improvement was sought from the respondents. Purpose of this was to help Idea Cellular Limited to plan its strategy against the cut-throat competition in the telecom industry.These suggestion could be related to pricing, connectivity and services etc. Complaints of dissatisfied customers were sought in their free words so that they could come out with the level of dissatisfaction without any hesitation to reveal flaws in IDEA plans and services.

RECHARGE PRICE COMPETITION AMONG VARIOUS PLAYERS

RECHARGES-IDEA MRP
8 53 103 201 445 595 651 750 850 1250

Usage
10+20(free)=30Mb 50+100(free)=150Mb 100+200(free)=300Mb 250+500(free)=750Mb 600+1200(free)=1800Mb 1+2(free)=3 GB 1.25+2.5(free)= 2+4(free)=6GB 3+6(free)=9GB 5+10(free)=15GB

Rates post free Usage

10paise/10kb 10paise/10kb 10paise/10kb 10paise/10kb 10paise/10kb 10paise/10kb 10paise/10kb 5paise/10kb 5paise/10kb 5paise/10kb

AIRTEL
Pack Type ******** Maximum Service Charge Prepaid Postpaid Rs.9 Rs 64 Rs.45 Rs.97 Rs.198 Rs.450 Rs.750 Data Browsing charges Post expiry of free data usage, browsing charges as per 2G charges (30p/20KB) will apply Rs 3/min Post expiry of free data usage, browsing charges as per 2G charges (30p/20KB) will apply

Free Data 10 MB

Validity 1 day 3 days

Sachet

Rs.100 Rs.200 Rs.450 Rs.750

65 MB 30 min. 100 MB 250 MB 600 MB 2 GB 1 day 30 days 30 days 30 days 30 days

Standard

FlexiShield Rs.675 Rs.675 1.25 GB

After 1.25GB, VBC of 2p/100KB upto a max shield (amount) of Rs 2000. Post hitting the shield value, enjoy free unlimited browsing at 20Kbps speed, validity 30 days.

Volume Based Charging Packs Rs.22 3G Value Pack Pay as you go Video Call 0 Rs.20 0 30 days 0 30 days 15p/20KB 15p/20KB

0 0 30p/20KB 5p/sec, valid on Local, STD & Roaming

AIRCEL MRP
7 21 92 202 602 975

Data Usage
8MB 25MB 100MB 250MB 1GB 2.5GB 1day 3days 30days 30days 30days 30days

Validity

VODAFONE
MRP 101 375 849 1249 Usage 100mb 500mb 3GB 5GB Rates post free usage Not Applicable Not Applicable Not Applicable Not Applicable Validity 30 days 30 days 30 days 30 days

RECHARGE PRICE COMPETITION-NET SETTER

IDEA
MRP 103 201 445 595 651 750 850 1250 Usage 100+200(free)=300MB 250+500(fre)=750MB 600+1200(free)=1800MB 1+2(free)=3 GB 1.25+2.5(free)=3.75MB 2+4(free)=6GB 3+6(free)=9GB 5+10(free)=15GB Rates post free usage 10paise/10kb 10paise/10kb 10paise/10kb 10paise/10kb 10paise/10kb 5paise/10kb 5paise/10kb 5paise/10kb

AIRCEL
MRP Date Usage 505 650MB 705 750MB 1275 1275MB Validity 1month 1month 1month

Note- Usage on first three recharges are doubled.

VODAFONE
MRP 650 850 4250 3250 4250 6250 Usage 1GB 3GB 5GB 6GB 18GB 30GB Validity 30days 30days 30days 30days 30days 30days

MTS MRP Usage

198 250MB 348 512MB 498 750MB 598 1GB 698 798 898 3150 2GB 3GB 6GB 30GB

Rates post free usage

0.50paise/Mb 0.50paise/Mb 0.50paise/Mb 0.50paise/Mb 0.50paise/Mb 0.50paise/Mb 0.50paise/Mb 0.50paise/Mb

Validity
30 days 30 days 30 days 30 days 30 days 30 days 30 days 90 days

Competitive Rates & Tariffs Activation Plans

Company Idea
Mobile Dongle
3.6Mbps 7.2Mbps 1325 1425 110 110 96 96 100 100 1525 1425

Base Price

FRC

ATM CAF

MOP

Reliance (3.1Mbps)

1299

330

197

1590

Vodafone
Mobile Mobile MTS

MRP -FRC
501 1001

Free Mins Free SMS

500 1000

Validity
500 30days 1000 30days

Datacard
1092

FRC
497

ATM
200

CAF
50

MOP
1339

Note: MTS plan for data-card has 30days validity

QUESTION-NAIRE ON CUSTOMER AWARENESS LEVEL No. of question asked=14.

Question-What is 3G? a)A mobile handset -2 b) Tariff plan c) A telecom techonology.-12 d)VAS

14%

Mobile Handset Tarrif plan Telecom Technology VAS

86%

Interpretation: According to the survey 86 % say that 3g is a mobile technology while 14 % go with mobile handset.

Question-Is 3G network available in Alld? a) Yes b) No c) Not Sure

14%

14%

Yes No Not Sure

72%

Interpretation: 72 % people know that 3g is available in their city, 14 % know nothing about it while the same percentage of people are not sure of the answer.

Question- Have you ever used services provide by 3G Telecom technology? a)Yes b)No

29%

Yes No

71%

Interpretation: 71 % and 29 % say yes and no respectively to this question.

Question- Are you aware about Idea 3G? a)Yes b)No

28%

Yes 2nd Qtr

72%

Interpretation: 28 % of the people surveyed said they dont know about the 3g services of idea while 72 % agreed that they have heard about the 3g services offered by idea.

Question-What is MRP of 3G net setter to customers? a)Rs.2000 b)Rs.1599 c)Rs.2499 d)Not Sure

18% 29% 2000 1599 18% 2499 Not sure

35%

Interpretation: 35 % people surveyed go with the second option of Rs. 1599 where as 29 % percent go for option first i.e. Rs. 2000. 18% think that its Rs. 2499 and the remaining 18 % are not sure.

Question -Are you aware of tariffs and rates? a) Yes b)No.

29%

Yes No

71%

Interpretation: 29 % are aware of the tariff and rate plans of idea according to the survey while the rest 71 % say they have no idea about the tariff plans of idea.

Question-What are the services provided by Idea 3G? a)Video Calls b) FTP c)Web Browsing d)All of these

21%

Video Calls 7% Web Browsing All of these

72%

Interpretation: 72 per cent say they use all the services provided by idea 3g which includes video calls, web browsing etc. 21 per cent use only the video calling service while the remaining 7 per cent browse the net with these services.

Question-Are you using any wireless broadband device? a)Yesb)No

50%

50%

Yes No

Interpretation: Here the opinion is divided with 50 per cent each approximately agreeing and not agreeing with the survey.

Question-Given the prices status , which one of our modems do you think is more desirable? a)3.6Mbps b)7.2Mbps c)Not Sure

14%

14%

3.6Mbps 7.2Mbps Not sure

72%

Interpretation: 7.2 Mbps modem was preferred by the maximum number of people i.e. 72 per cent. 14 per cent went with 3.6 mbps modem while the remaining 14 per cent were not sure about the modem type the preferred.

Question-How often do you use Internet? a)Daily b)2-3 times a weekc)Rarely

36% 43% Daily 2-3 times a week Rarely

21%

Interpretation: 43 per cent used internet on a daily basis and 36 per cent used it 2 to 3 times a week and the remaining 21 per cent rarely used the internet at all.

Question-Do you posses a 3G enable Handset? a)Yes b) No

43% Yes No 57%

Interpretation: 57 per cent didnt agree to have a 3g enabled handset while the rest 43 per cent had a set with 3g in it.

Question-Are you planning to purchase a wireless broadband modem? a)Yes b)No c)Not Sure

14%

43%

Yes No Not Sure

43%

Interpretation: we have a mixed response here with 43 per cent each going with yes and no for the question. And the remaining 14 per cent were not sure of the answer.

Question-How do you rate the appearance of Idea Net setter. a) Attractive b) Unattractive c) No Response

21%

43%

Attractive Unattractive no response

36%

Interpretation: 43 per cent said they liked the way the net setter looked while 35 per cent didnt like it and wanted a change. The remaining 21 per cent didnt response to this ques.

Question-What is your purpose of use of Idea 3G Net setter? A) EntertainmentB) Educational Purpose C) All-5

12%

39% Entertainment Educational Purpose All

49%

Interpretation: Almost half i.e. 49 per cent used the idea net setter for educational purposes. 39 per cent used it for entertainment and the rest 12 per cent used it for misc purposes.

Suggestion & ComplaintsFrom Customers1)Customer would appreciate if prices of services are slashed alittle. 2) Improve network connectivity. 3) Tariff plans too costly. 4) No unlimited plan is present in Idea,which should be available.

Based on the research work, I found out why almost half the respondents claim that Ideas services are costly, when compared to other services.

Apart from BSNL, all other players providing 3G services had almost the competitive prices. The main difference in tariffs is found to be the benefits on FRC plans in which Aircel offered most attractive offer (Rs 98 FRC on sim with 3GB data usage on 3G services and Rs 20 talkvalue ). This makes customers attract towards Aircel more then any other services.

Though,BSNL has the largest customer base but these customers are mainly those loyal customers of BSNL who are using BSNL 3G services when 3G was introduced in UP (East) Circle.

SWOT ANALYSIS
STRENGTH
1) Wide Coverage Area- IDEA operates in all eastern UP region and has covered the second highest number of cities and towns in this circle. IDEA stand next only to BSNL in network coverage of 3G. Huge Workforce And Other Resources- As one of the oldest and successful brand in field of cellular communication, IDEA has a huge workforce tom implement to achieve success. Idea Cellular Ltd. has a subsidiary known as Idea Cellular Services Ltd and contract between Eddeco Ltd. Which gives IDEA the huge workforce to induce the products successfully in the market. IDEA hails from a big business house(Aditya Birla Group) thus it enjoys the edge of having a good financial back-up to undertake big projects. Popular Brand Name-As on of the oldest brand in the field Idea has the reputation of the popular brand in cellular service providers. Loyal Customers- Recently IDEA has been entitled by Telecom Regulatory Authority Of India (TRAI) as the company to have the highest number of active users, which means IDEA customers prefer to stay with IDEA.

2)

3)

4)

WEAKNESS
1) No or negligible number of customer care counters in outskirts of the city. Customers from areas like Jhunsi, Phaphamau, Naini avoid IDEA just to avoid hassles (if any) in future. 2) No 3G specific helpdesk available in the comparatively big city of Allahabad which boast of being most populous city of the world though only on Mauni-Amavashya day.

3) High initial prices of product as compared to many other brands. Aircel and BSNL offer cheaper prices to attract new customers. FRC plans in Aircel in comparison to IDEA are rather attractive. 4) Loop-holes in 3G connectivity at several areas which encompasses in the physical boundary of the coverargearea(some spots are inDaraganj, Phaphamau). Unsatisfied users tend to defame IDEA which leads to negative positioning of IDEA in the target customer groups.

5) No network coverage in big and developed suburban localities of Jhunsi and Naini. Jhunsi, is deemed to be one of the most developed township in Allahabad. A large no. of students from Purvanchal region of UP are residing in Jhunsi and NainiArea.IDEA should focus on these students,as the major portion of 3G modems are students.

OPPURTUNITY
1) A huge geopraphical area is left untouched by any player. If IDEA moves to those areas, IDEA can yield a high number of new customers and revenues. 2) Allahabad is a city with almost all modern technological facilities for the residents. Residents of Allahabad, too are in the race of achievers of modern work and life styles so there is a good demand of Wireless Internet modems. 3) Allahabad, enjoys the benefit of being the education hub of UP thus, there is a large number of educational migrants to Allahabad and so demand never reaches the saturation point. 4) IDEA, can move the wind in its favour by attracting youngsters and students by introducing some students specific plans because more and more students keep moving to Allahabad to pursue higher education and sit for competitive exams.

5) Indian telecom market is expected to grow further as a new report on Indian telecom sector by Ernst and Young find that the 3G subscriber base in India would reach at about 25 to 30 million and 3G revenue would grow around $4 to $5 billion by 2012. The total telecom subscriber base is likely to reach approximately 690 million to 700 million by 2012 including about 640 million to 650 million wireless users and approximately 45 million to 50 million fixed line users.The report titled 'India Telecom 2012 Study' also finds that the number of telecom operators in each circle would go up to 10 or 12 with the allotment of new licenses.Another ,report predicts that IDEA is likely to share 11% of total 3G consumer by 2015 whichis merely 2% at present. IDEA, can extract the maximum benefit of this increase by planning for future increase.

THREATS
1) New entrants like Airtel has capability to absorb and satisfy all the demand in the market thus, IDEA should plan its strategy keeping in mind strategies of these players.

2) Attractive plans from Aircel, BSNL etc tend to shake the customer loyalty. IDEA customers are shifting to other companies in search of cheaper plans. 3) Unlimited plan of MTS of has already started to absorb the market demand. Night plans in MTS also have started to yield good response from customer. 4) Mobile Number Portability (MNP) has allowed customers to switch between service providers thus, retaining the customers is rather tough task than it used to be.

FROM RETAILERS PERSPECTIVE

IDEA, as one of the major player in the cellular telecommunication has managed to influence retailers in field of the respective sector that IDEA shall provide seamless connectivity to its customer. Retailer as a direct interactors with customers, have shown that when on one hand Idea has unmatchable edge on the competitors in terms of connectivity in 2G and services, on the other hand IDEA has some weaker links too.

These weak links are mainly high prices of IDEA services.Retailer say that IDEA charge too high when compared to other companies. Aircel and BSNL offer relatively much cheaper use of the same services.

Other also received complaints from retailers regarding other weaker links hose tend to disturb the image of IDEA and results in loss of aspired customers. These weak links are mainly related to connectivity of 3G signals,field jobs of IDEA(ID collections).

CONCLUSION
IDEA cellular ltd,anAditya Birla Group company purchase the licence to operate 3g services in UP(east )circle and commenced the services on 20th on march 2011. Since the commencement of services took place recently,it has been found out that there are minor loop holes in the distribution and networking.These loop-holes should be filled to improve the quality of service and increase the customer base. While getting the training in idea and through market research I found that the services provided by the company has some pros and cons.Where on one hand idea boast of operating on pan india basis. It was found that idea has loop holes in actual coverage areas.Thismeans,either idea network is too weak in some spots in network areas,or there is no crucial and juicy areas adjoiing the coverage areas 3g,is a service about which people are not so much aware about so it is a rather tough task to make people aware abt 3g or to obtain the exact scenario of the level of awareness of people Idea should also focus on advertisement of 3g products .It was found during the research also focus on advertisement of 3g product.It was found during the research that thought the retailers had proper knowledge of idea plan and terrifs but customer seemed to find it difficult to get aware about the same. Since the customer is motivated by the displayssdvertisement (hordings,banners& posters etc) idea should concentrate on those these sources of advertisements too.

I also found that idea did not put any special effort to attract students of higher education hub of U.P. has a great population of such students. Idea should implement some student specific plan to attract this group of customers.

RECOMMENDATION

Based on the research carried on customers attitude and awareness level in the markets, a number of recommendations are made here. Though, no marketing plan can be said to be the optimum one , a optimal utilization of resources (including manpower), can be done based on the following recommendations, which ultimately can bring better results in relation to growth of sales and revenue.

Distribution system has minor flaws developed due to panic situation. Clear understanding of marketing plans seemed to be missing among the grass root level marketing personnel(DSE/Promters).

DSE/Promoters are seemed to be scared of working more then their respective targets in anticipation of exceeded work target in next working period. Thus, a motivational approach can be induced through Training among the DSE/Promoter so that they get ready to accept bigger challenges to bring higher revenue.

 Idea Cellular should install some Customer Service Desk /Helpdesk, in the market to facilitate customers with the solutions to their respective problems. This will help Idea in retaining existing customers and attracting new customers.

As per the research findings, it is found that the main customer group of Idea 3G Net Setter are youngsters (college going). Thus, Idea can make plans for Tie-ups with different educational institutional for sales and services.

IDEA should provide its services or improve the network connectivity in the area shown in below given map to increase its customer base and revenue at a desirable rate.

UNLOCKING OF NET-SETTER

The customer who are found to be aware about the net-setters availability do not want to stick to a company. It does not matter what the rates and tariffs of the company are to the customers. Customers like to be free-bee and swing between lucrative new offers of different companies.

Thus, the customers preferred modem which allowed them to access of services of any service provider. A number of such modems are easily available in local market e.g. Huawei, Micromax, MTC etc.

Since, Idea Net-Setter do not allow access of any other players service other than Idea, this prevented the customers from purchasing Idea Net-Setters. Thus, dealers had to find a solution to sale Idea Net-Setters. Dealers go through the process of unlocking of the modems, and make it usable for any service.

A new software is installed on the Net-Setters namely Mobile Partner ,which allowed the user to use the services of any player with the same Idea Modem.

Dealers, also prefer to sale Net-Setter in break ups(Net-setter without sim, and Sim both separately) to facilitate easy sale of the modem and accomplishment of the target sales.

BIBLOGRAPHY 1. www.ideacellular.com 2. http://www.siliconindia.com/shownews/3G_users_in_India_to_rea ch_30_Million_by_2012-nid-49358.html 3. http://www.cxotoday.com/story/3g-subscribers-in-india-to-reach400-million-by-2015-wireless-intelligence/ 4. http://en.wikipedia.org/wiki/Idea_Cellular 5. http://www.moneycontrol.com/india/stockpricequote/telecommuni cations-service/idea-cellular/IC8 6. http://economictimes.indiatimes.com/idea-cellularltd/stocks/companyid-3154.cms 7. http://www.businessstandard.com/stockpage/stock_details.php?bs_code=11251 8. http://telecomtalk.info/idea-cellular-launches-3g-mobileservice/61134/ 9. http://techwek.com/2011/04/18/idea-3g-now-available-in-90citiestowns-complete-list-added/