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About Idea
• Leading mobile operator in India
• Aditya Birla group is the sole promoter • 3rd Largest GSM company in India
• Cover nearly 70 % of India’s telephony potential
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SEGMENTATIONTARGET MARKET
POSITIONING
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Segmentation
Geographic• Regions and cities - Idea GSM services are
licensed in 13 circles of India and used in metro cities & small villages
Demographic Age, Family size, Income, Occupation, Education
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Target Market
• Any one from 16 to 60 years old from rural,urban & semi-urban area.
• 60% target market is from rural area
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Positioning
MTNL
Vodafone
Airtel
Idea
BSNL Tata Communication
Reliance communication (GSM Service)
Reliance communication (CDMA Service)
LOW
Call rates
HIGH
HIGH coverage
LOW11/04/2023 6iilm gurgaon
SWOT Analysis
Strength :- Innovative
strategiesPart of the Aditya
Birla Group CSR
Weaknesses:-High Debt Equity ratioRecharge coupons are
available only in townsConnectivity
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Opportunities:-
GDP has improved significantlyExpected to enjoy growth due to its low tele-density and increasing affordabilityRegulatory environment is improving
Threats:- Intense competitionAlternative Technology
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Porters five forces Model
Threat from Competition – High Customer Bargaining Power – High Supplier Bargaining Power – Low Threat of Substitutes – High Threat of New Entrants –
Previously low, now High
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MARKETING MIX
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Product
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Services Offered
SMS based serviceVoice based serviceGPRSRoaming serviceCustomer care servicePhysical attribute in services
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Customer expectation
Customer perception of
services
Actual service delivered
Standard specifying service to be
delivered
Management perception of consumer expectation
Retailer communication about services
Standard gap
Delivery gap
Communication gap
Service gap
Knowledge gap
Gap model for service quality
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PROMOTION STRATEGIES“WHAT AN IDEA SIRJI”
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“Idea cellular links sponsorship deal with Deccan chargers”
VAS
Win tickets for the matches, autographed merchandize.
“ Idea logo on the front of team player’s jersey and
trousers”11/04/2023 15iilm gurgaon
Idea paints Ahmadabad and Mumbai in “Green India
Campaign”
Allowed millions of mobile users in India to participate in this unique campaign happened in March 12,
2010.
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IDEA’s next big idea!!!
• M- newspaper• M-bills• M-tickets• M-toll• M-menu
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“Infotainment a Click away”
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Vision
« To garner 30 % market share of the total market by 2015 »
Mission « Providing VAS with ease of
accesibility and affordibility to each and every person »
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PROMOTION
Sponsor college fest as they can directly get the young crowd
Promote through transport system like metro, city buses
Organize small fair in malls Cash in on regional festivals and can launch
games Tie-up with social networking sites. Tie up with various banks for online payment of
bills, cash payments, railway tickets.
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PROMOTION
Tie up with hotels n resorts for searching of holiday packages online through idea GPRS
Tie up with matrimonial site
Collaboration with multiplexes
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PRICING
- Free of cost excess to M-check - Rate for browsing to other sites will
be less than competitor’s price
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PHYSICAL EVIDENCE
• IDEA Mobile Vans• Mobile Advertising• Websites• Idea outlets
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Recommendation
Focus should be more on basic features other than CSR.
Increasing focus on localisation and availability of content in local languages
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Cont…
• Demand for good VAS content providers from mobile operator is expected to increase when the 3G spectrum rolls out.
• We will see more VAS in banking, gaming, advertising, mobile commerce applications which will improve margins over current SMS value added services.
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“AN IDEA CAN CHANGE YOUR LIFE”11/04/2023 26iilm gurgaon
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