Summer Training Report On Brand Health Check of Idea Cellular Ltd. Under Guidance of: Corporate Guide: Submitted By: Mr. Shouvik Sanyal Mr. Sanjay Sakaria Minakshi Asthana Lecturer Sr.Marketing Executive RM/02/23 SMS, Varanasi Idea Cellular ltd. lko PGRM-3rd Sem
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Summer Training ReportOn
Brand Health Check of Idea Cellular Ltd.
Under Guidance of: Corporate Guide: Submitted By:Mr. Shouvik Sanyal Mr. Sanjay Sakaria Minakshi AsthanaLecturer Sr.Marketing Executive RM/02/23SMS, Varanasi Idea Cellular ltd. lko PGRM-3rd Sem
IINSTITUTE OF MANAGEMENT SCIENCES
Table of contents
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Brand Health Check of Idea Cellular Ltd.
Certificate of CollegeCertificate of CompanyPrefaceAcknowledgement
Chapter – 1Brief History of The OrganizationMission ObjectiveOrganization StructureSwot Analysis of the OrganizationGrowth in Installed CapacityGrowth in ProductionGrowth in SalesGrowth in Human ResourcesFuture PlansFinancial Analysis of the Company for the last three yearsProblem being faced by organizationFormulation of problem for the project report
Chapter – 2Research MethodologyObjective of the ReportScope of the StudyMethod of StudySources of the studyStatistical tools and techniques usedLimitation of the StudySignificance of the study
To the companyTo the IndustryTo the consumerTo the Govt.To the Academicians etc.
Chapter – 3Preparation of table and interpretation
Chapter – 4Findings and Recommendations
Annexure
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Bibliography
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Declaration
I, Minakshi Asthana, student of PGRM (3rd Sem) at School of Management
Scinces, Varanasi hereby declare that the summer training report entitled “ Brand
Health Check Of Idea Cellular Ltd”. It is the result of my own effort and is rased
on information collected and guidance given by mentor and faculty member.
The survey report is corrected to the best of my knowledge this report so
been far has not been published anywhere else.
Minakshi Asthana
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ACKNOWLEDGEMENT
Expressing gratitude in words, is one thing which never can be done adequately;
“ As such writing this, I find myself utterly at sea & we are afraid, however we
may try, we may fail to express out abounding gratitude in volumes or tons, let
along this few lines.”
I am greatly indebted and express my profound gratitude towards
honorable guide Mr.Sanjay Sakaria (Sr.Executive) and Mr. Akhil Kumar Singh
& whole staff of Idea Cellular Ltd who suggested the problem and has been
closed and valued guide throughout the work at several occasion his
magnanimous, affectionate attitude helped me in rectifying my mistakes and
proved to be sources of unending inspiration for which I am extremely grateful
to them.
I have great pleasure in expressing my sincere and deep gratitude to my
respected Director Prof. P. N. Jha , Co-ordinator Mr. Sandeep Singh & my
guide Mr.Shouvik Sanyal, Mr.Neeraj Srivastava( Co-ordinator training &
Placement officer) and all faculty members and their valuable information &
their help.
Last but not the least; I would like to thank my parents, brother, my friends
and all other members of SMS and all those unknown whose blessings made
possible to complete my project.
Minakshi Asthana
PREFACE
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The project, which was provided to me, was study of the “Brand Health Check” of
Idea Cellular Ltd. The basic objective of this study is to touch the most important
aspects of this topic, “Brand Health Check” of Idea cellular ltd.
This study shows the perception of consumers for using Idea Cellular
services in comparison to other mobile services. This study helps in collecting
valuable suggestions from different customers for the improvement of Idea
products and services.
During the two months of summer training project from 11th may 2009 to 6th
July 2009, I collected a lot of information from various consumers and from Idea
in a proper manner to make the project report useful. This project is carried out
under partial fulfillment of PGDM-RM, 3rd semester, School of Management
Sciences, Varanasi.
Minakshi Asthana
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Mr. G. D. Birla and Mr. Aditya Birla, our founding fathers.We live by their values.
Integrity, Commitment, Passion, Seamlessness and Speed.
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INTRODUCTION
Organizational Profile:
IDEA Cellular is part of the Aditya Birla Group, India's first truly
multinational corporation. The group operates in 25 countries, and is anchored by
over 1, 25,000 employees belonging to 25 nationalities. The Group has been
adjudged 'The Best Employer in India and among the Top 20 in Asia' by the
Hewitt-Economic Times and Wall Street Journal Study 2007.
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 Cellular is a leading GSM mobile service operator with pan India licenses.
With a customer base of over 44 million in 17 service areas, operations are soon
expected to start in Chennai Metro; Kolkata & West Bengal, North East & Assam,
and J&K.
A frontrunner in introducing revolutionary tariff plans, IDEA Cellular has
the distinction of offering the most customer friendly and competitive Pre Paid
offerings, for the first time in India, in an increasingly segmented market. From
basic voice & Short Message Service (SMS) services to high-end value added
services such as Mobile TV, Games etc - IDEA is seen as an innovative, customer
focused brand.
IDEA 'Women's Card' caters to the special needs of women on the move, and
'Youth Card' covers the emerging youth segment. IDEA 'My Gang' - the widely
popular community user group product recently bagged the prestigious 'Golden
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Brand Health Check of Idea Cellular Ltd.
Peacock Award 2008' under the Most Innovative Product category at the "19th
World Congress on Total Quality".
A brand known for many firsts, IDEA was the first to launch GPRS and EDGE in
India. IDEA has partnered with Research in Motion (RIM) to offer Blackberry
services on its network. IDEA 'NetSetter'- Plug & Play, EDGE enabled USB Data
Card offers affordable data connectivity with faster speed and consistency.
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. IDEA Cellular has partnership with over 400 operators worldwide to
ensure that customers are always connected while on the move, across the globe.
IDEA has received several 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.
A premium conglomerate, the Aditya Birla Group is a leader in swathe of
(This survey is being conducted by management student and is only for educational purpose. We kindly request for your co-operation) Customer ProfileName: - ____________________Contact No. :- ____________________ Gender: - Male FemaleAge: - 15-25 yrs 25-35 yrs 35-50 yrs Above 50 yrsEducation: - 10+2 Graduate Post Graduate PhD
Occupation (Govt. /Private):- ___________________
1. Are you a mobile user? :- YES/N0If YES which mobile services you are using? (Multiple users can tick more than one option)
Airtel Reliance Others Vodafone Idea BSNL Tata Indicom
2. Why you have attracted towards your mobile SIM/Connection?□ Frequent Advertising
□ Referred by others
□ Better services
□ Variety of products offered
□ Exciting promotional offers
3. For how many years you are using Mobile Phone?
□ Less than 1 year
□ 1-2
□ 2-3
□ 3-4
□ Greater than 4 years
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4. How many times you have changed your mobile SIM/Connection?
□ 1
□ 2
□ 3
□ >3
□ Haven’t changed
5. Where you have seen the Advertisement of Idea Cellular? (You can tick more than one)
□ TV
□ Newspaper
□ Poster/Hoarding
□ Magazines
□ Haven’t Noticed
6. Which is the most Appealing factor in Idea Advertisement?□ Brand Personnel
□ Ad Concept
□ Punch line of ad
□ Offers
□ Can’t Say
7. Where You have seen big Idea Poster/Hoarding in Lucknow?□ Hazaratganj
□ Near Waves Flyover(Gomti nagar)
□ Kapoorthala
□ Sahara Ganj
□ Haven’t Noticed
8. Idea Cellular belongs to which group of company?
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□ RPG Group□ Aditya Birla Group □ Bharti Group□ Tata group□ Don’t Know
9. Whom you have seen in (Brand Ambassador) Advertisement of Idea Cellular?
□ Shahrukh Khan
□ Abhishek Bachchan
□ Sachin Tendulkar
□ Akshay Kumar
□ Don’t Know
10. The promotional offers of Idea compared to others are. □ Exciting
□ Good
□ Satisfactory
□ Average
□ Below Average
11. What problems you often face while using your mobile connection? (Can select more than one problem)
□ Network Failure
□ Cross Connection
□ Poor call connectivity
□ Poor coverage in rural areas
□ Poor voice clarity
12. Rate your telecom service (mobile) provider on various Network Coverage Parameter. (1- Poor, 2-Satisfactory, 3-Good, 4-Very good, 5-Excellent)
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Idea Call Connectivity ______ _______ _______ Voice Clarity ______ _______ _______ Availability of network in peak hours ______ _______ _______
13. If you are NOT a mobile user and you are planning to buy a new mobile connections then, which one would you, prefer to Buy?
Airtel Reliance Others Vodafone Idea BSNL Tata Indicom
14. Give your order of preferences of following parameters while selecting a mobile service. (1- Most preferred to 5– least preferred)
□ Network / Signal
□ Tariffs /Call rates
□ Initial cost of buying a SIM/Connection
□ After Sales Services
□ Value Added Services
15. Rate these telecom service providers according to overall performance (1- Poor, 2-Satisfactory, 3-Good, 4-Very good, 5-Excellent)
Airtel Reliance Others Vodafone Idea BSNL Tata Indicom
16. Your valuable suggestion for improvement of Idea Products & Services. __________________________________________________