A PROJECT REPORT

ON

POTENTIAL OF SALES , MARKETING AND PROMOTION

Submitted for partial fulfillment for award of

Bachelor of Business Administration
Degree
SUBMITTED TO

SUBMITTED BY

MS. SAMINA SADIQ

Jyotsana verma
Roll-1205008483
Sem- VIth

Sikkim Manipal University,DE

MARCH- 2015

BONAFIDE CERTIFICATE
Certified that this project report titled POTENTIAL OF SALES ,

MARKETING AND PROMOTION. is the bonafide work of Jyotsana

Verma who carried out the project work under my supervision.

SIGNATURE
(External Examiner)

SIGNATURE
(Faculty Guide)

Certificate from co.

Acknowledgement

Co-operation and building up of moral are the essence of success. These are two factors that go a
long way in achieving it. It is a Herculean task, which lacks these two determinants of success.
Summer training was an exposure to corporate environment. It was an opportunity and great
pleasure for me to be in such an environment and having interaction with concerned people.
I express my deep sense of gratitude to our Respected Ms Samina Sadiq. SMU- PCTI,
Mahanagar for providing me the guidance fro the successful completion of this project report.
Mr. Mayank Agarwal HOD- SMU-PCTI, Mahanagar Lucknow, , left no stone unturned in
guiding me along the course of my Project work. I am indeed grateful to him for his support and
guidance.
I express my heartily respect and profound thanks seniors for their enlightening and meticulous
guidance for the consummation and evaluating of this project.
Finally, to my parents, for all the care and support with which they overwhelmed me through
long months of compiling the report.
I sincerely hope that my first venue in this field is appreciated. Offering thanks.

JYOTSANA VERMA
Roll no.-1205008483
VIth Semester

DECLARATION
I hereby declare that the project report entitled Potential Of Sales , Marketing And
Promotion for IDEA. in partial fulfillment of requirements for the degree of Bachelor of
Business Administration to Institute of management, Luc know is my original work and not
submitted for the award of any other degree, diploma, fellowship or any other similar title or prizes.

JYOTSANA VERMA
Roll no.-1205008483
VIth Semester

Table of Content
Particular
ACKNOWLEDGEMENT
DECLARATION
CERTIFICATE
TABLE OF CONTENT
PREFACE
PROJECT SUMMARY

Page No.

2
3
4
5
7

Research Objective

Results

Conclusions

PART-I
INTRODUCTION TO THE COMPANY
1

Company Profile

Major Competitor

9-53

Recent Problem Faced by Company.

PART-II
2 INTRODUCTION & DESIGN OF STUDY
1

Introduction to the problem

Review of Literature

Objective of the Study

Research Problem

3 RESEARCH METHODOLOGY
3.1

Research Objective

3.2

Research Hypothesis

3.3

Research Design

54

55-57

3.3.1 Sampling Design

3.3.2 Data Collection Design
4 DATA ANALYSIS & INTERPRETATION
5.1

Graphical Representation

5.2

Data Analysis: Different Measures

5.3

Data Analysis: Test of Hypothesis

5.4

Interpretation of Research Findings

58-77

5 FINAL REPORT
1

Results

Conclusions

Limitation

78-80

8 Further implications
6 APPENDED PARTS
7.1

Data Collection Forms

7.2

Bibliography

7.3

81-84

PREFACE
These days institutes have started giving more and more stress on the management training, as it
is the first interface of management students with the culture of the corporate world and it also
gives the first hand experience to use the knowledge acquired by them through their faculty in
the class in the corporate world.
7

Our institute has also been looking in the same direction and is determined to produce quality
students who have a balanced knowledge of both theoretical aspects and the practical knowledge
as well. In the same context we have to undergo a summer training of 4--6 weeks in a company.
To cover this aspect, which is a part of curriculum as well, we underwent training at IDEA
cellular. Here in we got to do a live project for the company, which was basically to know the
revenue enhancement techniques for IDEA Cellular, in the city of KANPUR.

Project Summary
Research objective:

Find out possible tools for revenue enhancement.

To check awareness of customers with VAS/PRS

Find out the requirement of customers.

8

services.

Tools used for promoting services.

Results:After analyzing all the collected data the conclusion resulted is as follows: Explanation of VAS/PRS tarrif plans, schemes and

benefits are not informed to the

customers.
Advertisement strategies of the company are less effective than their counterparts like
AIRTEL, RIM, VODA etc.
Retailers constantly complain about shortage of banners and posters.
FOS gap should be minimized to increase revenue.
Conclusions: Target of 500 million subscribers can be achieved by tapping both rural and urban market
effectively and efficiently.

Tm should visit retail outlets to enhance relationship between company and retailers.

Gifts and offers should be provided to retailers providing high revenue so as to induce them
to persuade prospective customers to buy idea products.

PART I
COMPANY PROFILE

INTRODUCTION

10

Corporate Name

: Idea Cellular Limited

Business Group

: Aditya Birla Group

Chairman

: Mr.Kumar Mangalam Birla

Managing Director

: Dr. Rakesh jain

Industry

: Telecommunication Service

Registered Office

: Suman Tower ,Plot no 18

Sector 11, Gandhi Nagar 382011

Telephone No

011-23730133

Web Site

www.ideacellular.com

Incorporation Date

1995

ABOUT ABG GROUP

11

Idea provides professional consulting across a number of specialty areas and industry verticals,
establishing success in both private enterprise and the public sector. Idea is a subsidiary of the
MPS Group, a $1.9 billion firm, and has locations and clients throughout the United States.Its
talent has the industry knowledge, functional experience, and leading-edge technology
capabilities which are unsurpassed in depth and breadth of expertise. Idea solves the
organizational goals with best-class solutions built and implemented by expert teams of
professionals or by providing talented individuals, truly blending expertise with organization.

Idea has been globally recognized across industries and technology partners.
9 Microsoft Gold Competencies - 11th Globally.
Award of Partner Excellence in Public Sector 2006.
Idea Information Security named Qualified Security

Assessor by PCI

Top Microsoft Partner Award in Public Sector 2007

The world's largest aluminium rolling company

World leader in viscose staple fibre
One of the biggest producers of primary aluminium in Asia
Fastest-growing copper company in Asia
The Aditya Birla Group is the 11th largest cement producer in the world and the seventh largest
in Asia
Fourth largest producer of carbon black in the world

COMPANY PROFILE

12

The Aditya Birla Group is India's first truly multinational corporation. Global in vision, rooted
in Indian values, the Group is driven by a performance ethic pegged on value creation for its
multiple stakeholders.
The Group's footprint extends to 20 countries and is a US$ 24 billion conglomerate, with a
market capitalisation of US$ 31.5 billion. Over 50 per cent of its revenues flow from its
overseas operations. The Group is anchored by an extraordinary force of 1,00,000 employees
belonging to over 25 different nationalities and has been adjudged as the Best Employer in
India and among the top 20 in Asia by the Hewitt-Economic Times and Wall Street Journal
Study

2007..

A premium conglomerate, the Aditya Birla Group is a leader in swathe of products - viscose
staple

fibre,

aluminium,

cement,

copper,

carbon

black,

insulators,

garments..

The Group has also made successful forays into financial services, telecom, software, BPO and
retail sectors. Today, the Group is India's most diversified business house.
Currently around 57 percent of Equity Shares are held by Promoter companies belonging to the
Aditya Birla Group.
Promoters are:
1. Aditya Birla Nuvo Limited
2. Grasim Industries Limited
3. Hindalco Industries Limited and
4. Birla TMT Holdings Private Limited.

IDEA - Brand Values

Innovate . Stimulate . Liberate ....
13

It is these brand values, which have made idea a formidable player in the telecom industry.
Innovations that stimulate the customer and liberate him from the shackles of time and space are
the core of the brand.

Brand Initiatives Aim, through media buying and planning, is to create year round impact. With the objective of
Strengthening its brand, it works with strategic communication partners on campaigns like
sponsorship of the Idea International Indian Film Academy awards and the television programs
Idea Rocks India, Idea Star Singer and Idea Andhra Idol. It seeks engagement with
subscribers on a variety of levels, from major celebrity fashion shows to small local events timed
to coincide with new product offerings.
Since August 2003, it has commissioned a Brand Track Index Study to evaluate the health of its
brand. The Brand Track Index Study is a monthly study conducted by TNS, a marketing
consultant engaged by it to evaluate its brand using face-to-face interviews on a random sample
of mobile users as well as those Intending to purchase mobiles within the next three months.
According to the study brand is perceived as reliable/trustworthy and one that offers cheaper
and good promotional offers.It has improved its rating in the Brand Track Index calculated by
the study in the past year reflecting, it believes, the growing strength of its brand. The main
communication medium for the Idea brand is television, where it seeks strategic Idea brand
coverage in various formats. Billboards and hoardings are used as a secondary medium,
customized for specific regional preferences to communicate effectively at the local level. It also
uses other mass communication media such as the
press and radio to communicate price plans and other tactical and customer information.
All its key initiatives are subjected to a rigorous testing and launch process to ensure
accountability for all advertising spend and improve the chances of success of a new product.
This process is followed up with extensive briefing of call center agents and sales personnel and
real-time tracking of the impact of the communication and feedback from subscribers.

14

Advertisements
"Stay Connected" is a brand promise that looks at the key purpose of mobile telephony. It
converges with the tangible requirement of 'network depth' & at the same time, reflects the
eternal human need for bonding, kinsmanship, and relationship forming. This new brand
campaign enables Idea to own the biggest category benefit of "keeping people connected",
through a simple, unique and likeable expression of connectivity. And it makes consumers aware
that "no one connects better than Idea".
Slated to run through 2004, the campaign utilizes all relevant mainline media to propagate the
message to its audiences with 60-second commercial and its various edits, print campaign &
outdoor publicity. Apart from it, various innovative media / events has been used to further
strengthen the message.

15

Idea School

Idea

Idea My Gang

Idea MMS

Idea Network

Idea Rocks India

Idea Women`s Card

16

History
The chronology of key events of the

Acquired

Escotel,

Company from incorporation is set out below:

cellular

Calendar year Events

Haryana, UP(W) & Kerala and

2009

new

service
licensee

incumbent
provider
in

in
HP

Idea launches services in Tamil Nadu

Idea expanded services into Orissa
2008
Subscriber base as on December 31, 2008:
40,016,153
Idea acquired 9 licences for Punjab,
Karnataka, Tamil Nadu & Chennai, West
Bengal, Orissa, Kolkata, Assam, North
East and Jammu & Kashmir
Acquired Spice Communications with the
operating circles of Punjab and Karnataka
Launched services in Mumbai metro in the
largest single metro city launch, ever

Brand

Launched services in Bihar

operations

2007
Subscriber base as on December 31, 2007:
21,054,027
Won an award for the "CARE" service in
the "Best Billing or Customer Care
Solution" at the GSM Association Awards
in Barcelona, Spain
Initial Public Offering aggregating to Rs.
28,187 million and Listing of Equity
Shares on the Bombay Stock Exchange
and the National Stock Exchange

17

IDEA

launched
commence

Delhi
(Nov)

Acquired

RPG

Cellcom,

service

provider in Madhya Pradesh (Feb)

Awarded

MoU for merger between Birla

AT&T and Tata Cellular Limited
Andhra

18

Pradesh

signed

(Jan)

Birla AT&T commence Cellular

operations Maharashtra & Gujarat

We are part of the Aditya Birla Group and all our Promoters are companies
belonging to the Aditya Birla Group.
KEY INDUSTRIES

Hindalco Industries Ltd.

KEY PRODUCTS

LOCATION

CAPACITIES

19

COUNTRY

alumi Renuk 1,1 India

Dahej (Gujarat)
na

oot

500,000 tpa

60,

chemi (Uttar 000

cals

tpa
Prades
h),
Muri
(Jharkh
and),
Belgau
m
(Karna

taka)
prima Renuk 489
ry

oot,

,00

alumi Hirak 0
nium ud

tpa

(Oriss
a),
*Taloj
a
extru Renuk 27,
sions oot,

700

Alupu tpa
ram
rolled Belur( 200
produ West
cts

,00

Bengal 0
),

tpa

Taloja(
Mahar
ashtra
),
Renuk
oot,
Maud
a(Mah
arasht
ra)

20

India

rods

oot,

400

Alupu tpa
ram(K
erala)
alumi Silvass 11,
nium a
foil

000

(Dadr tpa
a

&

Nagar
Haveli
),
Kalwa
(Maha
rashtr
a)
alumi Silvass 300
nium a

,00

wheel (Dadr 0
s

& pcs

Nagar
AND BRANDS
Haveli
)

Birla Copper (Hindalco Industries Ltd.)

21

Grasim Industries Ltd.

white cement
grey cement

Birla White
UltraTech

475,000 tpa
13.12 mn tpa

India

Cement
(formerly Birla
Plus),

Birla

Super
UltraTech Cement Ltd.
ordinary
portland
portland

blast

cement,

portland

cement,

furnace

17 mn tpa

slag

pozzolana

cement and grey portland cement

Aditya Birla Nuvo Ltd (Hi-Tech Carbon

carbon black
Birla Carbon
Thai Carbon Black Co. Ltd.
carbon black
Birla Carbon
Alexandria Carbon Co. S.A.E
carbon black
Birla Carbon
Liaoning Birla Carbon Co. Ltd.
carbon black
Birla Carbon

230,000 mtpa

India

220,000 mtpa

Thailand

285,000 mtpa

Egypt

55,000 mtpa

China

Pulp
22

Grasim Industries Ltd.

rayon grade pulp
AV Cell Inc.
softwood / hardwood pulp
AV Nackawic Inc.
dissolving pulp

70,000 tpa

India

122,500 tpa

Canada

189,000 tpa

Canada

270,100 tpa

India

110,000 tpa

Thailand

155,000 tpa

Indonesia

100,000 tpa

Thailand

18,000 tpa

Egypt

Fibre
Grasim Industries Ltd.
viscose
staple
fibre Birla Viscose
(VSF)
Thai Rayon Public Company Ltd.
VSF
Birla Viscose
PT Indo Bharat Rayon
VSF
Birla Viscose
Thai Acrylic Fibre
acrylic fibre
Texlan
Alexandria Fiber Company, S.A.E
acrylic fibre
Yarn

Indo Gulf Fertilisers Ltd.

urea
Birla Shaktiman
Birla Copper (Hindalco Industries Ltd.)
DAP/NPK
Birla Balwan

864,600 mt

India

400,000 tpa

India

complexes

23

Grasim Industries Ltd.

caustic soda
Aditya Birla Nuvo Ltd.
caustic soda
liquid chlorine
hydrochloric acid
Tanfac Industries Ltd.
aluminium fluoride
hydrofluoric acid
Bihar Caustic and Chemicals Ltd.
caustic soda lye
liquid chlorine
hydrochloric acid
sodium hypochlorite
compressed hydrogen
aluminium chloride
captive power plant
Aditya Birla Chemicals (Thailand) Ltd.
sodium
triployphosphates, Polyphos
tetrasodium

pyrophosphate, Epotec

sodium
sodium

hexametaphosphate, Birlasulf-SS,
acid

pyrophosphate, Birlasulf-SM,

monosodium

phosphate, Birlasol 35

disodium

phosphate,

trisodium
speciality

phosphate,
phosphates

24

258,000 tpa

India

82,125 tpa
50,340 tpa
5,475 tpa

India

17,000 tpa
17,000 tpa

India

92,750 mt
65,785 mt
29,040 mt
1,800 mt
17,42,400 nm3
12000 tpa
30 mw

India

Thailand

epoxy resins (bis-a and bis-f), diluents,

curing

agents

and

allied

products

sodium sulphite, sodium metabisulphite,

sodium bisulphite
epichlorohydrin
caustic

soda

chlorine
sodium

triployphosphates, Polyphos

tetrasodium

pyrophosphate, Birlasulf-SS,

sodium

hexametaphosphate, Birlasulf-SM,

sodium

acid

pyrophosphate, Birlasol 35

monosodium

phosphate,

disodium

phosphate,

trisodium

phosphate,

speciality
epoxy

Epotec

resins

phosphates
(bis-a

and

and
sodium

bis-f),

diluents,

allied
sulphite,

curing

agents
products

sodium

metabisulphite,

sodium bisulphite
epichlorohydrin
caustic

soda

chlorine
Thai Peroxide Co. Ltd.
hydrogen peroxide, peracetic acid, calcium Encare, Ecare, Aqua- 15,000 mtpa
25

Thailand

peroxide

x,
Birlox 5, Birlox 12,
Ocare

Grasim Industries Ltd. (Vikram Ispat)

sponge iron (HBI & DRI)

900,000 tpa

India

15 million tons

India

55000 mtpa
30000 mtpa
6500 mtpa

Philippines

Essel Mining & Industries Ltd

iron and manganese ore

Pan Century Surfactants Inc.

fatty acids
fatty alcohol
Glycerin

26

PSI Data Systems Ltd. (subsidiary of Aditya Birla Nuvo Ltd.)

IT solutions (banking, finance and insurance)

India

Aditya Birla Minacs Worldwide Limited (subsidiary of Aditya Birla Nuvo Ltd.)
BPO / ITES

9,089 seats

Birla Global Finance Company Ltd.

financial services
Birla Sun Life Insurance Company Ltd.
insurance solutions
Birla Sun Life Asset Management Company Ltd.
mutual funds
Birla Sun Life Distribution Company Ltd.
investment planning services

Idea Cellular
27

India

India
India
India
India

cellular services

Idea

21

million India

subscriber base

Aditya Birla Retail Limited

multi-format stores

170 retail outlets

28

India

The data on this page reflects the Aditya Birla Group's operations for FY 2013-14.

29

BUSINESS PARTNERS
IDEA welcomes all businesses and individuals interested in partnering with it to enhance and
strengthen

the

IDEA

products

Some of its Technology and Content Partners:

VAS
Onmobile Asia Pacific Ltd
Cellebrum India Ltd

Siddhivinayak Astro Services Ltd.

Kodiak Ltd
Mauj

Net4nuts India Ltd

Yahoo
Rediff
Indiatimes
Mobile2win

Sify
NDTV
ROAMING
Roamware.inc
Starhome
30

&

services

portfolio.

Bharti Telesoft

MARKETING
Equity
Shares
COMMUNICATIONS
Lowe India Pvt Ltd
Bombay

Stock

Phiroze
Insight Media Ltd
Dalal

Exchange

Limited

Jeejeebhoy

Towers

Street,

Mumbai 400 001

PUBLIC RELATIONS
National
Stock
AdFactors PR
NETWORK
Exchange
Nokia - Siemens
Bandra-Kurla

Exchange

of

India

Ltd

Plaza,
Complex

Bandra
Ericsson

(East),

Mumbai 400 051

BILLING
Stock code
Atos Origin
BSE SCRIP ID
Bombay Stock Exchange
Limited
National Stock Exchange of
India Limited

BSE
CODE

SCRIP

NSE Symbol Reuters

IDEA

532822

IDEA

Market Tracker

31

IDEA.B
O
IDEA.NS

One of India's leading GSM mobile service operators, IDEA Cellular is headquartered in
Mumbai and has over 24 million subscribers. IDEA has licenses to operate in 22 circles with
commercial operations in 11 circles comprising states of Delhi, UP (East), UP(West), Haryana,
Rajasthan, Madhya Pradesh & Chattisgarh, Gujarat, Maharashtra (excluding Mumbai) & Goa,
Andhra Pradesh, Himachal Pradesh and Kerala. IDEA's footprint covers approximately 70 per
cent of the national market for mobile telephony. Idea is targeting a roll out in Mumbai, Bihar,
Tamil Nadu (Including Chennai) and Orissa circles soon for which the spectrum has already been
allotted.
IDEA offers GPRS on all its operating networks for both postpaid and pre-paid services, and was
the first company to demonstrate and commercially launch the next generation EDGE
technology for its Delhi Circle. IDEA has also been a pioneer in technology usage by employing
satellite

connectivity

to

reach

inaccessible

rural

areas

in

Madhya

Pradesh.

A leader in value-added services, innovation is central to IDEA's VAS products. IDEA was the
first to offer 'Global SMS' in over 540 networks across all technology platforms, and the first to
offer a voice portal with 'SAY IDEA'. IDEA has also recently launched services like Press * to
copy a Dialer tone, IDEA TV first GSM Multi channel mobile television experience,
IDEATIMES The first MMS magazine, Voice chat, Instant Messenger and more. IDEA has
also launched its PCO service to reach a customer base. IDEAs tariff plans have been customer
friendly, catering to unique needs of different consumer segments. 'WOMENS CARD' is meant
to fulfill special needs of women on the move, and YOUTH CARD specifically caters to the
emerging

youth

segment.

IDEA is also the only Indian GSM operator to win the GSM Association Award in the Best
Mobile Technology category for the 'Best Billing and Customer Care Solution', both in 2006 and
2007.
Truly, an IDEA can change your life.

THE TELECOM INDUSTRY

32

IDEA Cellular Ltd, Indias leading cellular operator and an Aditya Birla Group company has
launched two more IDEA new showrooms at New Awasthi Electronics, E- Block Market,
Rajajipuram and Elite Telecom, DAV Market, Aishbagh Road. These showrooms were
inaugrated

by

Mr.

Subodh

Srivastav,

Circle

Head,

IDEA

UP

(East).

IDEA new showrooms are exclusive service showrooms that facilitates easy access of an array of
service requirements like bill payments, feature information, dedicated customer care, recharge
coupons, changes in tariff plans, value added services, new postpaid / prepaid connections etc.
About Idea Cellular Ltd.
A leading GSM Mobile Services operator, IDEA Cellular has licenses to operate in 11 circles.
With a customer base of over 1 crore, IDEA Cellular has operations in Delhi, Himachal Pradesh,
Rajasthan, Haryana, Uttaranchal, Uttar Pradesh, Madhya Pradesh, Chattisgarh, Gujarat,
Maharashtra, Goa, Andhra Pradesh, and Kerala. IDEA Cellulars footprint currently covers
approximately

60%

of

Indias

potential

telecom

market.

As a leader in Value Added Services, innovation is central to IDEAs VAS factory. It is the first
cellular company to launch music messaging with 'Cellular Jockey', Background Tones, Group
Talk, a voice portal with Say IDEA and a complete suite of Mobile Email Services. A
frontrunner in introducing revolutionary tariff plans, IDEA Cellular has the distinction of
offering customer friendly and competitive Pre Paid offerings, for the first time in India, with
Super Power, 2 Minutes Outgoing Free, Lifelong Offer, and other segmented offerings like
Womens Card. Lifetime Idea is the first and only loyalty program, for pre paid customers,
introduced

by

cellular

operator.

Customer service and innovation drive Idea. A brand known for many firsts, Idea is the first to
have

launched

GPRS

and

EDGE

33

in

the

country.

The latest feather in the IDEA cap is the GSM Association Award for Bill Flash. This
international award makes Idea the first Indian cellular operator to win an award on this
prestigious platform.
Idea Cellular is part of the Aditya Birla Group, Indias first truly multinational corporation.
Global in vision, rooted in Indian values, the group is driven by a performance ethic pegged on
value creation for its multiple stakeholders.
IDEA

launch

in

Uttar

Pradesh

(East)

Unifies

Uttar

Pradesh

(Lucknow, 1st November 2006)

IDEA

new

Showroom

opens

at

Lucknow

(Lucknow, 25th November 2006) Idea Cellular Ltd., a leading cellular operator and an Aditya
Birla Group company, announced the launch of its mobile services in UP (East). With this
launch, Idea has united UP East with UP West, where it is the leader. Close on the heels of the
launches in Himachal Pradesh and Rajasthan, Idea, the fastest growing operator in India, now
achieves near total coverage across North, Central, and West India.
Ideas state-of-the-art congestion free network services will cover over 100 towns and villages in
the 6 zones of Lucknow, Kanpur, Allahabad, Varanasi, Gorakhpur and Jhansi, which act as the
fulcrum for commercial activities in the circle. Idea would also be covering 3 major National
highways.
For customers in UP (E), Idea fetches unmatched connectivity on a congestion free network,
with superb voice clarity. In addition, Idea will be offering top network quality, with innovative
and affordable tariffs, and world-class customer care. The residents of UP - East and West will
now be able to roam within UP at local rates on the Idea network.
Announcing the launch of services in UP (East), said Mr. Sanjeev Aga, Managing Director, Idea
Cellular Ltd., "With the launch of services in UP (East,) we are today unifying
residents of two circles with our superior services and unparalleled customer care. The launch of
Idea in UP (East) will also facilitate social and economic development, making UP a prosperous
destination. Our brand promise "An Idea can change your life" will hold true for all our
customers.
34

As leaders in innovation in the telecom industry, Idea will offer a range of superior Value Added
Services. Some of these are:
Friendly Customer Care Idea believes in delighting customers at every step for a total mobile
experience, which is being enjoyed today by over 1 crore customers across the country.
GPRS and MMS Customers can receive instant access to the Internet from their mobile
phones through their Idea GPRS services, or send colored picture messages with sound clips.
Say IDEA Idea subscribers can just dial a short code, enter the voice portal, and access a wide
range of services through simple and intuitive interaction.
MusiCard sing along service like Karaoke
Cricket
Movies
Jokes
Logos
Horoscopes
News
Stocks
Subscribers can access these services by dialing 456 from their IDEA mobile phone.
Value added services
Call Management Services

Voice Services
GSM
GPRS
Call Management Services
CLIP
Call Hold / Call Wait
Call Conference
Call Divert
CLIR
Itemised Bill
Caller Line Identification Presentation (CLIP)

35

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.

Rental as per bill plan.

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 can activate call waiting by using the menu of your cell phone. You are billed for outgoing
call(s) as incoming calls are free in home network, however in roaming both would be
chargeable. No Rental
Call Conference (CC)
This feature allows you to have a teleconference with up to five people at the same time, from
wherever you are. You can conference with either cellular or landline phones, including STD and
ISD calls. To make a conference call, simply make your first call. Then put the first call on hold
and dial the next number. To conference, scroll through the handset menu and select the
conference feature. Now your calls are connected. To invite another person, follow the same
steps again.
Please Note :
- Call Conference is a handset dependent feature.
- You are charged for the time on hold and conference.
- The originator of the calls will be charged for all the calls initiated by him.
- To use the facility you need to activate the "call waiting" feature on your handset
Call Divert

36

With Call Divert, you can divert an incoming call to another cell phone ( be it Idea or Airtel/
Essar or BSNL cellular phones) or even a landline number ( within Andhra Pradesh local dialing
list). You can divert your calls UNCONDITIONALLY, i.e. all calls will be diverted by default
without ringing or then CONDITIONALLY, under the following three standard conditions :
Cell busy
Cell not answerable
Cell switched off or no coverage area
You can activate call divert by using the menu function of the handset.
(Please refer to your handset manual for details)
Please Note :
All call diverts are charged as normal outgoing calls.

Caller Line Identification Restriction (CLIR)

Now, with CLIR you can restrict your cellular phone number from being displayed on the
receiver's cellular phone. This means, you can maintain complete confidentiality of your number.
This feature might not function across operator networks, but will definitely restrict caller ID
when called within the same cellular operator network's mobile numbers.

Itemised Billing
An itemized bill gives you the details of all calls made, and of all the other facilities you availed
of, on your mobile number during a month. It also carries details of the numbers called, time and
date of the call, duration and the amount charged.

37

Voice Services
Call Conference
Fixed Cellular Terminals (FCT)
GSM PRI Gateway

Call Conference
Call conferencing an excellent tool for setting up a teleconference of upto 5 people who
are located anywhere in the world. This is one easy-to-use facility and reduces the need to
have separate conversations with multiple people. In today's fast paced world, where the
emphasis is on getting it right the first time, Call Conferencing can be of great help.
Fixed Cellular Terminals (FCT):
IDEA FCT is a single line PSTN simulation made available on GSM network. This
product converts GSM calls to normal analog telephone line with an output similar to
existing PSTN environment with all the basic features of Voice & Data*. It seamlessly
integrates with any EPBX/Desk phone diverting calls made from fixed lines to mobiles
through the SIM card, making them mobile to mobile calls.

Who it's for

A fixed cellular terminal would most suit companies
that make a lot of calls from fixed line office phones to mobile phones either of Idea or
other of any other operator. Fixed cellular terminals divert mobile traffic from fixed line
phones through a SIM card in the fixed cellular terminal allowing subscribers to take
advantage of the cost of mobile to mobile call instead of a fixed line to mobile call thus
giving a saving of more than 50%.
How it works
Installing a GSM gateway alongside EPBX (Switch) has no effect on the Switch. When a
call is made that has a Mobile prefix (09) the gateway detects the number being dialed is a
mobile number and automatically routes it through a Sim card in the Gateway. Normal
Land Line to Land Line calls pass straight through the Gateway and onto the fixed line
network as normal.
Benefits

Cost Reduction in Telecom Bill: By routing the mobile terminating calls through
38

Idea, enterprises can save money to the extent of 20-25% on their bills. Idea also
offers lower STD/ISD tariffs than landline operators; hence savings can be much
higher for cos. with multi-location offices and clients. This feature is called Least
Cost Routing. It enables automatic routing of mobile terminating calls thru GSM,
while routing landline calls thru PSTN network.

Reach: FCTs can be used even in remote locations where landline connectivity is
not available. This is primarily true for city outskirts and rural areas.

Reliability of service by being on GSM as against landline

Unmatched Features of GSM: FCT enables a customer to do almost everything

from a desktop phone that is possible from an Idea mobile phone.Call features like
call waiting, divert, hold/swap,

conferencing, SMS sending and receiving, abbreviated dialing etc. are all possible
on FCT.

Additional Features: FCT also enables blocking or enabling calls to certain nos.,
tracking call details like duration, last few calls and call charges, hotline
functionality and many more.

Easy integration with EPBX in multi user enviornment

Features
Built in Caller ID
Superior voice quality
SMS send/ receive
External/ internal battery recharging circuit
High gain antenna options
Polarity reversal
GSM PRI Gateway:
GSM Gateway caters specifically to the requirement of medium to large enterprises with
large number of extensions and EPABX installation. Idea GSM PRI Gateway is the
solution

for

cost effective

direct

connection

to

the

mobile

network.

The GSM Mobile Gateway provides the possibility to cut costs in the following ways:
Calls from the desktop telephone / PSTN network to the GSM network are expensive, so
the Idea GSM PRI Gateway routes these calls from the PBX to the GSM Network via
39

its own SIM cards and GSM Engines converting the call, instead of Fixed Line to GSM,
but to a GSM to GSM call, in some cases this could be a cost reduction of up to 50
percent.

Basic Features of the Idea GSM PRI Gateway

1. Combinations of interfaces: E1, PRI (Primary Rate Interface), BRI and GSM.
2. SMS - Email - SMS functionality, allowing Emails to be sent as an SMS and vise
versa, emails SMS can be received as emails also to multiple targets.
3. Call Data Records show all required information e.g. Port ID, Interface ID, ISDN
B Channel, and the ICC ID (SIM Card ID).
4. Remote maintenance with the Trace Info Client shows detailed Information,
Fallback to other Trunk Groups if call fails and Call Data Records.

40

Advanced Features of the Idea GSM PRI Gateway

1. The monitoring software allows realtime Call Server details either via ISDN or
IP, including SIM card ID, Causes, Duration of call, call charge, Port ID and B
Channel and all other relevant required information.
2. Call Home events to the Network Management system for automatic upgrades
upload of CDR'S to your server, SIM Budget information, and refresh of SIMs,
either via ISDN or IP.
3. Advanced Trace Info functions with precise SIM individual information.
Summary of Benefits
1. A cost effective access to the GSM telecommunications Network for incoming
and outgoing calls.
2. Fast GSM call set-up. No more bottlenecks with calls having to be routed first
through the fixed network.
3. The GSM Gateway can be positioned before or after the PABX.
4. Full Remote control management system, via Lo
5. connection, ISDN dial-in or via IP, allowing Real time monitoring down
to each individual SIMcard/GSM Channel and also reloading of
SIMcards, for changes in budgeting whether time or price dependant.

41

GPRS Application
Internet On Mobile
Idea NetSetter Data Card
Internet on mobile
Idea's 3G compatible network supports General Packet Radio Service (GPRS), which
allows you to access Internet websites and information portals on your mobile, making it
possible to stay informed and remain truly connected in this dynamically changing and
competitive environment. Gone are the days when connecting to a website from the
mobile took as long as 2 - 3 minutes. GPRS compatible handsets ensure that as a user, you
are "always on". There is no need for a dial up connection or any ISP connection.
Now you can now carry the World Wide Web in their pocket - The Idea World. Read
email, get stock quotes, check the weather, read the latest news and even chat with friends
and "Buddies" on Idea Network, Yahoo, MSN and ICQ while on the move.
One of the mind-blowing applications on GPRS is Multimedia Messaging Service
(MMS). Idea is among the pioneers in the country to provide MMS. This latest innovation
in the area of mobile communication provides you the ability to communicate not just in
voice or text but also in full colour images. Now you can send your emotions to your near
and dear ones; with photographs, attach voice clips and append text too. Just in case the
receiver does not have an MMS handset, even then the photographs can be accessed from
our website www.ideacellular.com/webmms.For your convenience, we have also created
a library of photo album and voice clips, from where you can choose and send
photographs. Further, you can also compose your own MMS message on the above
mentioned website and send it across to a cellular phone or any e-mail ID.
With the introduction of GPRS on its network, Idea also supports the use of the GPRS
phone as a modem, providing busy lap top armed executives, like most of you; the
opportunity to log in wirelessly while "on the go". Thus now you can surf the internet
using our GPRS connectivity with your computer.
To know the rate plans please get in touch with you're a/c manager or below id...

42

Consumer Grievance Redressal Mechanism

To ensure timely resolution of any grievance that you may have, we have setup Toll Free
Call Centre numbers at each of our circles. You may register your grievance at our Call
Centres and we will ensure timely redressal of your Grievance. Toll Free Numbers

Incase you are unable to get a satisfactory resolution to your grievance on approaching
our call centre, you may get in touch with our Nodal Officers in your circle. These
Nodal Officers will ensure resolution of your escalations within 10 days. For any
escalation being reported by you, we will provide you with a unique docket number as a
future reference for the same. To get more information about our Nodal Officers, please
click here

Roam Like Home - with IDEA

Now you have one more reason to select Idea network while roaming in India. You can
enjoy a Roam Like Home experience even while roaming. IDEA is the first telecom
operator in India to offer this facility to
its
We

valued
present

host

of

very

roamers.

convenient

&

friendly

features

Dial directly from your phone book. You can call numbers saved in your phonebook,
without adding STD or ISD codes to the entries. This saves you the bother of
remembering

the

concerned

codes

or

manually

dialling

every

number.

Ex: If you are a customer from UAE and you have saved your home telephone number
in your phonebook as 506123456. Now when roaming with Idea, you can call the same
number directly, without prefixing +971 (ISD dialling code for UAE) each time you
want

to

call

home!

Auto call correction of all misdialled calls. When you dial a new number, this service
will complete your call even if a wrong or incomplete prefix has been added to the
number.

43

 Direct access to your Voicemail box. Now you can make extensive use of your VMS
feature, even while roaming. Dial your voicemail short code directly without any
authentication

codes.

Direct dialling to your home customer care number. Ex: If you have saved the customer
care number of your mobile operator as 12345 in your phone book, you can call them at
the same number even while you are roaming (which would not have been possible
otherwise)

IDEA Store

Customer Care
Collection Agencies Details
Andra

Pradesh

Idea
3rd
Fateh

CircleDelhi

Cellular
Floor,

K.L.K.

Maidan

Limited,Idea
Estate,
Road,

Circle

Cellular

Limited

A-30,
Mohan
44

Co-operative

Industrial

Estate

Basheer

Bagh,

HyderabadNew

Ph:

9848012345Ph:

Fax:

040-66562222Fax:

Delhi

110044
9891012345

11

6661

5698

Email: ccare.ap@idea.adityabirla.com

Email: ccare.dl@idea.adityabirla.com

Gujarat

Haryana

Circle

Idea

Cellular

4th

Floor,

Plot

no

Circle

LimitedIdea

Suman

Cellular

Limited

TowerA-68,

18,Sector

11Sec.-64,

Gandhinagar

Noida-30201

Gujarat

U.P.

Ph:

9824012345Ph:

Fax:

99

079

9812012345

2323240Fax

91-9990559908

Email: 9824012345@idea.adityabirla.com Email: ccare.har@idea.adityabirla.com

Himachal

Pradesh

Idea

CircleMadhya

Telecommunications

Pradesh

Ltd.Idea

Keonthal

Complex,139,

140

Shimla,Pardesipura,

H.P.

-171002Indore

Fax

Care
-

0177

2620235Fax:
UP

9882012345)

ccare.hp@idea.adityabirla.comIdea
A-68,
CircleNOIDA

Kerala

Idea
2nd

Cellular
Floor,

Ravipuram.
Ph.:
98471
Fax:
Email

Mercy

Cochin,

98470

Kerala
12345

12345

Circle

Limited

Electronic

9882012345Ph:

(Toll free : Postpaid 9882012345) (PrepaidEmail:

Email:

Chattisgarh

Cellular

Khalini,
Customer

&

Complex,

9826012345
0731

2551304

ccare.mp@idea.adityabirla.com
(West)

Circle

Cellular

Limited,
Sector-64,

201301,

LimitedPhone:

+919990555555,

Estate,Fax:

+919990555888,

682015E-Mail: ccare.upw@idea.adityabirla.com

(Postpaid)
(Prepaid)

0484-2382121/2382324Rajasthan
ccare.kerala@idea.adtyabirla.comIdea
45

Circle

Cellular

Ltd.

Mahrashtra

&

Idea

Goa

Circle1-2,

Cellular

LimitedTonk

Sharda

Jawan

Off

Jaipur

302018

ErandwaneCustomer Care - 98870 12345 (Toll Free no.)

RoadFax
No.
0141
5183738
001.Email: ccare.raj@idea.adityabirla.com

Karve

Pune

411

Tel

:
:

Colony,

Road,

CentreRajasthan

11/1

Fax

Jai

+91-98-220-12345UP

+91-98-500-03298

Email : ccare.mh@idea.adityabirla.com

(East)

3299Idea

Circle

Cellular

10

Fortuna

Rana

Ltd.
Towers

Pratap

Marg

Opp

NBRI

Lucknow

226001

Customer
Fax
Email:

Prepaid Recharge - UPE

2014

46

Care
:

+91-9889012345

+91-522-220-5225
ccare.upe@idea.adityabirla.com

MRP

Service tax Processin Talk Time

Validity MOU

Descriptio

g Fee
Fro

To From To

n
From To

From To

m
100
102
103
120
124
130
149
150
152
154
180
181
190
196

10

9.34

9.43 2

88.66 89.57 0

78

78 Top Up

9.52

9.52 2

90.48 90.48 1

81

81 Top Up

119 9.62

11.11 2

91.38

82

94 Top Up

95

95 Top Up

110.42 114.05 0

99

1
10
2

12
0
12
8
14
8
14
9
15
0
15
3
17
8
18
0
18
8
19
4

11.21 11.21 2
11.58 11.95 2
12.14
13.91
14.01
14.19
14.38
16.81
16.9
17.74

19 18.3

13.8
2
13.9
1
14.0
1
14.2
9
16.6
2
16.8
1
17.5
6
18.1
2

2
2
2
2
2
2
2
2

18.4 2

105.8
9

106.7 106.7
9

115.86

132.1

10
2

Top Up

104

119 Top Up

119

119 Top Up

120

121

123

144

145

153

175.7 177.5 0

157

133.0 133.0
9

133.9 133.9
9

135.8 136.7
1

137.6 159.3
2

161.1 161.1
9

162.1

168.4
4

170.2 173.8
6

47

12
0
12
2
14
2
14
4
15
1
15
6

Top Up
Top Up
Top Up
Top Up
Top Up
Top Up

15 Top Up

8
199
200
201
202
210
222
223
249
251
290
299
300
333
334
350

19
9
20
0
20
1
20
8
21
8
22
2
24
8
24
9
28
8
29
7
29
9
33
1
33
3
34
9
35
0

9
18.58
18.68
18.77
18.86
19.61
20.73
20.82
23.25
23.44
27.08
27.92
28.01
31.1
31.19
32.68

18.5
8
18.6
8
18.7
7
19.4
2
20.3
6
20.7
3
23.1
6
23.2
5
26.8
9
27.7
3
27.9
2
30.9
1

1
152.11
78
2
2
2
0
2
2
92.74
92.74
241.11
92.74

28.31 28.31 364

103.3 103.3
2

180.2 180.2
3

181.1 186.5
4

188.3 195.6
9

222.0 222.0
0

200.1 222.8
8

223.7 223.7
5

134.8 168.3
2

170.1 176.5
8

179.2 207.3
5

31.1 0

333

333

32.5

210.0 223.6

9
32.6
8

86.83

23

23

29

91

91

161

162

169

199

179

200

19

119

19

150

29.97 29.97 1

92.74

230.4 230.4
9

9
48

23

19

158

284

19

186

29

204

16
1
16
7
17
5
19
9
19
9
20
0

Validity
Voucher
Validity
Voucher
Top Up
Top Up
Top Up
Top Up
Top Up
Top Up

14 Validity
9

Voucher

15 Validity
6
23
18
3
28
4
19
8

Voucher
Validity
Voucher
Top Up
Top Up
Top Up

20 Validity
4

Voucher

351
401
444
445
495
496
500
501
555
556
666
667
777
778
800

39
8
44
2
44
4
49
4
49
5
49
9
50
0
55
4
55
5
66
5
66
6
77
6
77
7
79
9
80
0

32.78
37.45
41.46
41.55
46.22

37.1
7
41.2
7
41.4
6
46.1
3
46.2
2

86.83
86.83
0
86.83
430.55

46.32 46.6 86.83

46.69
46.78
51.83
51.92
62.19
62.29
72.56
72.65
74.71

46.6
9
51.7
3
51.8
3
62.1
0
62.1
9
72.4
6
72.5
6
74.6
1
74.7
1

0
0
0
0
0
0
0
0
0

231.3
9
276.7
2
444

274

29

205

313.9 29

246

444

380

29

281

316.6 361.0
2

18.23 18.23
362.8 365.5
5

453.3 453.3
1

454.2 502.2
2

555

555

504.0 602.9
8

666

666

604.7 703.5
1

777

777

705.3 724.3
5

725.2 725.2
9

Lifetim
e

29

322

44

405

44

405

475

44

450

66

595

44

540

664

44

629

59

647

24 Validity
3
27
9
38
0
32
1
9
32
5
40
5
44
8
47
5
53
8
59
5
62
8
66
4
64
6
64
7

Voucher
Top Up
Top Up
Top Up
Validity
Voucher
Top Up
Top Up
Top Up
Top Up
Top Up
Top Up
Top Up
Top Up
Top Up
Top Up

NOTE: TO GET THE NET TALK TIME: (MRP/1.103) - access fee. (If MRP is 100 and
49

processing fee is 2 you would apply ((100/1.103)-2)

Assumptions
Traffic rates and pattern
I2I

Rs.1.0 / min

25%

I2M

Rs.1.0 / min

25%

I2L

Rs.1.0 / min

30%

STD

Rs.1.5 / min

20%

Airtime rate Rs. per min

Rs.1.1 / min

Disclaimer
If recharge is not done successfully, than the debited amount will be credited to your
bank account within 8 working days. If the amount is not credited, than please get in
touch with the bank authorities

REVENUE CONCERNS
The growth of the telecom sector has been exceptional. In India, however, average revenue per
user continues to decline due to increased service penetration into lower income segments and
this is a major concern area for operators.
Falling ARPU results in reduced profitability, making it essential for operators to improve
efficiency. Therefore, it is important that operators work on increasing their ARPU.
In the ARPU bouquet, voice tariffs will continue to fall and so major revenues will come from
value added services (VAS), as consumers will increasingly go for an extensive range of VAS. In
India, the mobile is becoming a device people rely on not only for basic communication but also
for entertainment on the go.
Operators would face a huge challenge of keeping customers profitable. The biggest worry is
churn, especially in the prepaid segment, where revenue predictability is a huge issue. Many
customers today are on lifetime value plans where the ARPU level is not concrete.
The cost of getting a customer on the network, serving and retaining the customer vis--vis the
revenue generated from him/her is going to be a big task. One method is to increase the uptake of
value added services. Looking at the fact that voice remains an extremely large contributor of
50

revenues, operators look at the cost or increase the realization. It is obvious that value added
services in revenue enhancement and cost saving are essential for the future.

QUALITY CONCERNS

According to the VOICE&DATA Mobile User Satisfaction Survey 2007, a large number of users
were unhappy with the customer care services provided by the networks. The average waiting
time to speak to a customer care executive has been estimated to be around six minutes. Further,
mobile users of all service providers, without exception, saw an increase in their waiting time to
reach their customer care executives this year.
The key issues that bothered Indian customers included the 'knowledge level and promptness of
customer care executives (CCEs)' and the 'final solution provided by them'. Billing, which was
also an area of concern, seems to be a major bottleneck that can hamper the expansion plans of
service providers.
It appears that service providers are not upgrading their infrastructure to match their growing
customer base. This needs greater attention and implementation of a well-defined customer care
program that will help service providers benefit in their long-term expansion plans.
These service providers should not let go of their brand's inherent perceived strengths and
continue to devise innovative pricing schemes and offers. With the total number of mobile
51

subscribers in India set to double to 500 mn by 2010, the pie happens to be big enough for
everyone to share
...but Providers Gear Up
Operators can avoid potential large cost elements related to subscriber acquisition, provisioning
and care, by adopting locally viable techniques. This business model will be sustainable for all
parties involved, and rural connectivity can be viewed as an opportunity.
Some vendors are also working on solutions for operators to enable network expansions in rural
areas as well, and enhance universal access. These vendors are designing solutions and business
models so that operators can reach rural consumers that can merely afford around $3 worth of
mobile services per month.
As India is a market of multiple languages and dialects, voice-based communication is the most
effective and easiest option (contrary to text and image-based communications), and uses
personalization effectively. In India, average minutes of usage and voice ARPUs continue to
decline due to increased service penetration into lower income segments. As the Indian mobile
market enters a more mature stage, operators seek additional ways to generate revenue and add
subscribers.
Increasing the focus on voice as a value added service is another solution with multiple
advantages. It can create improved network efficiency, increase user satisfaction, generate
significant revenues and new calling activities
from existing voice traffic, and also contribute to the growth story.

52

PART-II

53

PROJECT DETAILS
Objective of study:
Find out possible tools for revenue enhancement.
To check awareness of customers with VAS/PRS

services.

Find out the requirement of customers.

Tools used for promoting services.
Conduct the SWOT analysis of company.
To find the potential market of IDEA.
Find out FOS gap prevailing in the current market.
Method of data collection: Questionnaire method
Data sources:
Primary data was collected through personal interviews.
Secondary data was collected through internet, magazines.The manuals in the organization were
also consulted.
54

Sampling size:

100

Sampling

Random sampling

Analysis of data:
Analysis means computation of certain indices or searching for pattern of relationship that exists
amongst groups.In case of survey or experimental data it involves estimating the value of
unknown parameter of population and testing the hypothesis for drawing inferences.
Types of analysis:
1.Descriptive analysis
2.Inferential analysis
3.Canonical analysis
4.Cluster analysis
5.Time series analysis
Method of data analysis:
Analytical analysis is used in this project.

Analytical Analysis:
Analytical analysis is basically conducted to derive some deductions from the collected data.It
can be of various types , but multi discriminant analysis is used over here.
Multi discriminant analysis enables the researcher to classify persons or objects
Research Methodology :
Descriptive research includes surveys and fact finding enquiries of different kind the major
purpose of descriptive research is description of the state of affairs as it exist at present in social
science and business we quite often use the term ex-post facto research . For example

55

frequency of shoping ,preference of people or similar data .Research design in case of descriptive
research.
A research design is purely and simply the framework or plane for a study that guides the
collection and analysis of data .
Descry[ptive research studies are those studies which are concerned with describing the
characteristics of a particular the frequency with which something occurs or its association with
something else .
In descriptive research as well as in diagnostice studies the reasearcher must able to define
clearly what he wants to measure and must find adequate .
Methods for measuring it along with a learut definition of population he wantes to study .
The desine in such studies is rigid and not flexible and must focuse attention on the following
-------1-Formulating the objectibe of the study.
2-Designing the mathodes of data collection .
3-selecting the sample
4-Collecting the data .
5-Prossesing and analyzing the data .
6-Reporting the findings

56

DATA ANALYSIS

Q1.Are you aware with VAS/PRS provided by IDEA cellular?

Response:
Very Satisfied

21%

Satisfied

57%

Dissatisfied

20%

Very Dissatisfied

2%

57

Q2.Quality of VAS/PRS provided by IDEA.

Response:
Very good

19%

Good

63%

Average

15%

Poor

3%

58

Q3. How do you rate the quality of information provided by the call center executive?
Response:
Very Satisfied

19%

Satisfied

63%

59

Dissatisfied

15%

Very dissatisfied

3%

Q4. How much money would you like to spend on VAS/PRS?

Response:
0 to 50 Rs

32%

50 to 100 Rs

36%

100 to 200 Rs

22%

200 and above

10%
60

Q5. Rate of advertising effectiveness.

Response:
Very satisfied

25%

Satisfied

67%

Dissatisfied

7%

Very dissatisfied

1%

61

Q6. Ease of understanding the message in advertising.

Response:
Easily understandable

21%

Understandable

61%

Ambiguous

18%

Not understandable

0%
62

Q7. Extent of help provided in growing your business.

Response:
Admirable
Noticable

37%
43%

63

Slight

18%

No help

2%

Q8. Value of money from VAS/PRS.

Response:
Total

34%

Partial

65%

No

1%
64

Q9. Time taken to solve your query.

Response:
Immediate

9%

Quick

27%

Delayed

54%

No response

10%

65

Q10. Would you like to recommend IDEA to your friends and relatives.
Response:
Yes

58%

No

42%

66

Q11. Rating scale of different telecom sectors.(according to market share).

Response:
Bharti [airtel]
Vodafone
RIM
Idea
BSNL
67

bsnl; 18%

airtel; 25%

tata; 5%
idea; 12%
voda; 18%
rim; 22%

68

Q12. Did you complaint about any problem in VAS/PRS?

Response:
Yes

63%

No

37%

69

No

37
Series1

Yes

63

Q13. Was the problem solved within time frame?

Response:
Yes

41%

No

59%

70

Q14. You have a good business relationship with the company.

Response:
Very satisfied
Satisfied
Dissatisfied

24%
55%
20%
71

Very dissatisfied

1%

Q15. Does the company keeps its commitments?

Response:
Yes

78%

No

22%

72

Yes
No

Q16.Explanation of VAS/PRS tarrif n plans, schemes and benefits.

Response:
Salesmen

67%

Other retailers

9%

Friends

2%
73

Advertisement

8%

Other sources

14%

Q17.Friendly and courteous attitude of customer care executive.

Response:
Satisfactory
Non-satisfactory

75%
25%

74

25

non-satisfac

satisfactory
0
Series1

75

20

40

Q18.Overall quality of service.

Response:
Best

17%

Good

35%

Satisfactory

46%

Poor

2%

76

Q19.Most frequently used VAS/PRS service.

Response:
SMS/MMS
GPRS
RINGTONES
CALLERTUNES
VOICE CONFERENCING
CALL DIVERT
CALL HOLD
CALLER LINE IDENTIFICATION RESTRICTION

77

Q20.How long you are using VAS/PRS service of IDEA?

Response:
1-6 months
6-12 months
More than one year

28%
53%
19%

Interpretation:
As per survey I found that 53% of respondent are using VAS /PRS for 6-12 months.

78

RECOMMENDATIONS

Company should avail facility such that v top value should be available to retailers
anytime by some alternate means other than salesmen, credit can be collected the other
day.
The commission earned by retailers should be increased to initiate them to recommend
idea to customers and buy more of idea products
Latest schemes, benefits, tariff and plans should be informed to the retailers.
Shortage of banners, posters should be sorted out to enhance the advertisement
effectiveness.
Many retailers complain about delayed visits by salesmen that should be sorted out.
The target of salesmen should be flexible because some time salesmen can sell the
product above the target but they hesitate due to rigid target system.
Market share can be increased by providing information of scheames , plans and benefits
of idea to retailers.
No. of fos should be increased.
Relationship between retailers and salesmen should be improvrd.
target of 500 million subscribers can be achived by tapping both rural and urban market
effectively and efficiently.
tm should visit retail outlets to enhance relationship between company and retailers.
gifts and offers should be provided to retailers providing high revenue so as to induce
them to persuade prospective customers to buy idea products.

79

CONCLUSION
After analyzing all the collected data the conclusion resulted is as follows: Explanation of VAS/PRS tarrif plans, schemes and

benefits are not informed to the

customers.
Advertisement strategies of the company are less effective than their counterparts like
AIRTEL, RIM, VODA etc.
Retailers constantly complain about shortage of banners and posters.
FOS gap should be minimized to increase revenue.
Most striking feature is free GPRS facility provided by IDEA which strikes customers.
Salesmen should be well trained and induced to persuade retailers to inform about schemes
of IDEA to all prospective customers coming to their shop.
Market share can be increased by providing information of scheames , plans and benefits of
idea to retailers.

No. of fos should be increased.

Relationship between retailers and salesmen should be improvrd.

Target of 500 million subscribers can be achived by tapping both rural and urban market
effectively and efficiently.

Tm should visit retail outlets to enhance relationship between company and retailers.

Gifts and offers should be provided to retailers providing high revenue so as to induce them
to persuade prospective customers to buy idea products.

80

LIMITATION

The research is restricted to Kanpur city.

Majority of people are interested in mutual funds as these mutual funds provide a great
variety of schemes but among them most of the investors are guided by their brokers.

Disinterest shown by few respondents to give response to the questionnaire.

Respondents are in hurry and busy in their day to-day schedule

81

QUESTIONNAIRE
1.Are you aware with VAS/PRS services provided by
IDEA.
a)

Highly satisfied

b)

Satisfied

c)

Dissatisfied

2.Explanation of VAS/PRS tarrif plans, schemes and

benefits.
3.Quality of VAS/PRS services.
4.Ease of using VAS/PRS response.
5.Quality of information provided by the call centre
Executive.
6.Friendly and courteous attitude of customer care
executive.
7.How much money do you want to spend on VAS/PRS.
8.Rate of advertising effectiveness.
9.Ease of understanding messages in advertising.
10.Extent of help provided in growing your business.

82

11.Overall quality of services.

12.Value for money.
13.Time taken to solve your query.
14.Would you like to recommend IDEA to your friends
and relatives.
15.Rating scale of competitors.
16.Did you complain about any problem in VAS/PRS?
17.Was the problem solved within time frame.
18.Most frequently used VAS/PRS service.
19.Strengths and weaknessesof company.
20.Opportunities and threats related to company.
21.Recommendations of retailers to improve revenue.
22.Recommendations of customers to improve revenue.
23.Which VAS/PRS service do you use?
24.How long you are using VAS/PRS?
25.Does the company keeps its commitments?
26.You have a good business relationship with the
company.
83

27.Market share of the company.

28.Market growth rate of company.

BIBLIOGRAPHY

BIBLIOGRAPHY
TEXTBOOKS REFERRED
Kotler Philip, Marketing Management, Pearson Education Inc. 11th Edition.
Consumer Behaviour Building Marketing Strategy 9th Edition 2003,Tata McGraw Hill.
Stanton William J, Etzel Michael J, Walker Bruce J, Fundamentals of Marketing,
McGraw-Hill international, Singapore, 1998

WEB SITE REFERRED

www.idea.com
www.google.co.in
www.wikipedia.com

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