OPERATIONS MANAGEMENT

PROJECT
MMS-I
CHANAKYA BATCH
2008-09
DATE- 13/10/2008
SUBMITTED TO: MR SABARWAL
 GROUP MEMBERS
Roll No
IZHAR MUSHRIF 15
ANU PILLAI 28
ANANDITA SINGH 34
SOURABH SURYAVANSHI 35
AMIT JAIN 44
IDEA CELLULAR MUMBAI
INTRODUCTION

IT IS GSM MOBILE
CELLULAR SERVICE
PROVIDER

IT IS OWNED BY ADITYA
BIRLA GROUP .

FIFTH LARGEST MOBILE
OPERATOR IN INDIA AND
20th IN THE WORLD .

MAJOR TELECOM CO. IN
INDIA AND 5th GSM
OPERATOR IN MUMBAI .

Chairman :
MR. KUMAR
MANGALAM BIRLA

Chief Operating
Officer of Mumbai :
MR. SASHI
SHANKAR
− KUMAR MANGALAM
BIRLA
 IT WAS COMMENCED IN 1995 IN MAHARASHTRA
CIRCLE .
 IT WAS LAUNCHED IN MUMBAI ON AUGUST 20
,2008
Operator Name : IDEA Cellular Limited
Network Name : IDEA Cellular Limited - Mumbai
Technology : GSM 1800
Network Status : Live January 2008
Web Site : www.ideacellular.com
 IDEA CELLULAR IN MUMBAI
five operation strategies are as follows :-

ARENA

VEHICLE

DIFFERENTIALS

STAGING

ECONOMIC LOGIC
 ARENA
(what to do & where to do?)
 ARENA


To provide cellular service in Mumbai .

They were not operating in Mumbai due to
frequency problem.

Operates with 1800 MHz frequency .

To lead as a telecom player in the country they
launched in Mumbai.

As more than 80% of Mumbai's population owns
mobile phones compared with an all India average
of just 26% .

Expected market share in Mumbai – 14.5 million

Their aim is to conquer 20% of city's new users .
VEHICLE
(how to do ?)
 VEHICLE

They invested around 800 crores :
- 200 crores for acquiring license to operate in
Mumbai .
- 600 crores for building infrastructure .

Marketing strategy :
Brand ambassador Abhishek Bachhan .
Tag line :jiska number mumbai ka, woh mumbai
ka .
ADVERTISING
 ADVERTISING AREAS:

- Newspapers , Radio ,Cinema hall ,Television ,

Outdoors ,Trains etc .
- Campaigns: Sarpanch – What an Idea Sirji campaign .
Taj Mahal campaign .
Education for all .
- Sponsorship of the Idea International Indian Film
Academy awards.
- Television programs “Idea Rocks India”,“Idea Star
Singer” and “Idea Andhra Idol”.
- Tied up with NDTV & Nanhi Kali, an NGO for
underprivileged children.
DIFFERENTIALS
(How our product is
different from others?)
 Competitors Of Idea Cellular

BPL MOBILE

VODAFONE

AIRTEL

MTNL

R COM

TATA INDICOM
 DIFFERENTIALS

NETWORK OF OVER 1,000 SITES WHICH
PROVIDES A LUXURY EXPERIENCE,UNLIKE
ANY OTHERS IN THE WORLD.


HIGH SPEED INTERNET .


DIALER TONES IN 19 LANGUAGES .


AROUND 1 LAKH SONGS IN 21 DIFFERENT
LANGUAGES .


WIDE RANGE OF WALLPAPERS, MOBISODES

SUPERIOR VOICE CLARITY.

INTRODUCTION OF GPRS ON ITS NETWORK, IDEA
ALSO SUPPORTS THE USE OF THE GPRS PHONE
AS A MODEM .

15000 RETAIL OUTLETS & OVER 60 “MY IDEA”
SERVICE CENTERS IN MUMBAI .

“ALERT MUMBAIKAR”, DISASTER MANAGEMENT
CAPABILITY.
 PLANS OF IDEA


IDEA: NOKIA HANDSET BUNDLE OFFER

IDEA: NEW MY GANG – OPTION 1

IDEA: NEW MY GANG – OPTION 2

IDEA LIFE TIME
 STAGING
(what are the moves of the
company?)
 STAGING
 2006 - Became part of Aditya Birla Group.
 Acquired Escorts Telecommunications Limited &
renamed as Idea Telecommunications Ltd. ,
reached the 10 million subscriber mark.
 2008 - Launched its services in Mumbai Circle
and reached the twenty million subscriber mark.
 STAGING

Expansion in 22 service areas such as Andhra
Pradesh, Delhi, Gujarat, Haryana, Maharashtra etc.

Future expected moves – To operate in Bihar, Tamil
Nadu, Jharkhand and Orissa.

Network covers about 60% of the country.

Acquisition with spice telecom.

To garner 20% of the net additions of around 3.5 lakh
customers per month in the Mumbai circle in the next
one year.
Staging in terms of number of
Idea subscribers:
X-Axis: Year
Y-Axis: Number of Subscribers in Millions.
ECONOMIC
LOGIC
(Cost consideration ?)
ECONOMIC LOGIC


The economic
consideration during
this project that how
idea cellular can drag
the subscribers from
competitors.
 ECONOMIC LOGIC

The growth rate of profit depends upon market
share.

More than 80% of Mumbai's population owns
mobile phones compared with an all India
average of just 26% .

Expected market share – 14.5 million
 ECONOMIC LOGIC


Idea tied up with Axis bank.

Its an option for customer to pay monthly bills &
Will be available absolutely FREE.

Rigorously testing to ensure the effectiveness
of all promotion expenditures.

Testing involves communication and feedback
from subscribers .
CONCLUSION
 WEBLIOGRAPHY &
BIBLIOGRAPHY

www.yahoo.com

www.google.com

www.ideacellular.com

“OPERATIONS RESEARCH” by S.D. Sharma
THANK YOU