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A TRAINING REPORT

On

ADVERTISEMENT AND SALES PROMOTION

OF

IDEA

(Submitted in partial fulfillment of the requirement of Bachelor of

Business Administration, Distance Education)

Punjab technical University, Jalandhar

Training Report Guide: Submitted By:Name: Nisha Solanki Name: Gitesh Kumar

Designation: Enrolment No: 820121046

Specialization: Marketing

Session 2008-2011

Indraprastha Institute of Technology & Management, D-21, Institutional Area, Janakpuri,

New Delhi-110058

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ACKNOWLEDGEMENT

I wish to convey my special thanks and gratitude to my project guide helping me in

completing this assignment on Customer Satisfaction of IDEA.

The project would remain incomplete without the help of certain persons. I convey my

sincere thanks to Dr. Manabendra Adhikary for his valuable guidance. And to Mr. Jila

Singh for this valuable inputs in finding for me relevant documents in the library.

Lastly without the blessings of my parents and continuous support of my friends this

project would have remained incomplete.

I am duly grateful to all of them.

Gitesh Kumar

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CONTENTS

1. COMPANY PROFILE

2. INTRODUCTION

3. RATIONALE OF TOPIC

4. LITERATURE REVIEW

5. OBJECTIVES

6. RESEARCH METHODOLOGY

7. ANALYSIS AND INTERPRETATION

8. FINDINGS AND RECOMMENDATION

9. BIBLIOGRAPHY

10. APPENDIX

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COMPANY PROFILE

IDEA

Idea Cellular's antecedents date back to 1995, when the Aditya Birla Group and AT&T

(through Birla AT&T Communications Maharashtra & Gujarat circle) and the Tata

Group (through Tata Cellular - Andhra Pradesh circle) set up cellular networks. Both the

above companies were amongst the first company to commercially start operation in

circles other than metros and achieve financial closure in Indian Telecom industry.

In the year 2000, the historic path-breaking merger of Tata Cellular with Birla AT&T

Communications and the subsequent acquisition of RPG Cellular - (Madhya Pradesh

circle) in the year 2001 - helped take the company to aim even further and led to the

formation of Birla Tata AT&T Limited. In year 2001, company won fourth cellular

license for Delhi metro circle and in year 2002 company introduced common brand !

DEA and changed the name to IDEA Cellular Limited.

Since then, there has been no looking back for IDEA Cellular. The company launches

Delhi operations in year 2002 and added a record 100,000 subscriber within one month

of launch.

In 2003, the company achieved the largest financial closure in Indian Telecom for all its

circle. In 2004, the company entered into definitive agreement to acquire Escotel Mobile

Communications (existing operator in Haryana, Kerala and UP (W)) and Escorts

Telecommunications (cellular licensee holder for UP (e), Himachal Pradesh and

Rajasthan)

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In 2005, the share of AT&T has been taken by Aditya Birla group and raised their share

to 53%. Aditya Birla share has been taken care under the name of Indian Rayon of

Aditya Birla.

Recently in June06, the share of Tata has been taken by Aditya Birla Group due to the

regulation of TRAI. Now the combined holding of the Aditya Birla Group companies in

Idea now stands at 98.3 per cent constituted between Aditya Birla Nuvo Ltd. (35.7 per

cent), Birla TMT Holdings Ltd. (44.9 per cent), Grasim Industries Ltd. (7.6 per cent) and

Hindalco Industries Ltd. (10.1 per cent).

Idea is a leading cellular operator, with a subscriber base of over 8 million across the

country. Idea controls a portfolio of India's most attractive and mainly contiguous

properties including the 11 states of Maharashtra (excluding Mumbai), Goa, Gujarat,

Andhra Pradesh, Madhya Pradesh, Chattisgarh, Uttar Pradesh (West), Uttaranchal,

Haryana, Kerala and Delhi (inclusive of NCR). Having operations in four of the five

largest cellular circles in India, Idea is the market leader in the Maharashtra and Goa;

Uttar Pradesh (West) and Madhya Pradesh and Chattisgarh circles in terms of number of

subscribers. Idea's Delhi circle is also the fastest-growing fourth operator in the country,

which is an achievement in itself and showcases customer confidence of a high degree.

Idea covers over 3,660 small and major towns and villages along with a total highway

connectivity of over 6,000 km. There are over 380 'Idea n' U' outlets and Idea shops and a

network of over 44,000 retailers and dealers across the country.

Thanks to the frontline technology from Nokia, Ericsson, Alcatel and

SchlumbergerSema among others at its command, the company can offer its

customers extensive coverage, quality service and minimal congestion levels. The

company is the fastest growing GSM operator in its area of operation. The growth rate in

the last six months has been 85 per cent as against 84 per cent of all operators in the same

area of operation.

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Idea offers roaming across 560 operators in India and across the world. With a clear

focus on providing unique, distinct innovative and tremendously valuable

Services to the subscribers, Idea embarked upon an initiative to set up a VAS (value-

added services) factory within the company, which conceptualizes and provides tailor-

made value-added services. Idea was the first and only company to bring the concept of

Cellular Jockey to all its subscribers. Idea also launched Global SMS for the first time in

the country, which allows the users to send and receive SMS from over 540 networks and

170 countries across technology platforms like GSM, CDMA, TDMA and satellite

phones. IDEA Cellular Ltd. is headquartered in Pune.

CORE BELIEFS

The company continuously harnesses the power of wireless revolution to provide world-

class products and services. It aims at responding to customer needs proactively by

anticipating requirements and providing ready solutions.

Idea Cellular draws inspiration from the loyalty of its subscribers to keep raising the bar,

to shape the future, and to change and enrich the life of each and every member of its

ever-growing family of subscribers.

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IDEA CELLULARS MISSION

Innovate. Stimulate. Liberate...

Through continuous innovation, Idea Cellular seeks to liberate customers from the

shackles of time and space.

COVERAGE

Idea Cellular footprint idea is to first achieve critical mass, then drill deep instead of

spreading thin. Thereafter, it is ready for controlled expansion. In keeping with this, thecompany has been providing excellent service to its subscribers in various states. It

controls a portfolio of India's most attractive and contiguous telecom geographies,

including the states of Maharashtra (excluding Mumbai), Goa, Gujarat, Andhra Pradesh,

Madhya Pradesh, Chattisgarh and Delhi (inclusive of NCR). With a footprint dominating

the map of India, Idea Cellular accesses over 45% of India's total telephony potential.

With the objective of critical mass achieved, Idea Cellular turned to drilling deep

Idea Cellular Ltd is adding 400 cell sites to its present strong cell site network of 500 in

the Delhi circle. With this, the total number of Idea Cellular cell sites in Delhi and NCR

will go upto900. The addition in the cell sites forms part of Idea Cellulars ambitious

network expansion plan and is a result of the companys commitment to provide

enhanced coverage experience to its customers.

Idea is Delhis only congestion-free network and this has been made possible by

scientific network planning as opposed to the usual practice of scaling the network in

patches. Idea Cellular is Indias premier and fastest-growing cellular company, promoted

by the countrys largest business houses the Aditya Birla Group and the Tata Group

and the worlds largest telecom giant, AT&T Wireless, USA.

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Idea has a footprint in the seven states of Andhra Pradesh, Chattisgarh, Goa, Gujarat,

Madhya Pradesh, Maharashtra (excluding Mumbai) and Delhi. The company created

history when it became the first mobile telephony company in India to notch up 100,000

subscribers within just 30 days of its launch of services in Delhi.

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Idea Reaching

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SERVICES

Idea offers a wide range of cellular services and products. Its post-paid and pre-paidservices are supported by a variety of package plans to suit the needs of different

customers:

M-coupon these are electronic discount coupons that customers can get on their

mobiles which they can use is places such as restaurants and pubs.

Voice courier Idea subscribers can send messages in their own voice to select GSM

subscribers all across the country and to any land line or cellular subscriber in the US and

Canada at a fraction of STD and ISD rates.

M-Chat An instant-messaging service that enables subscribers to chat with their

friends in MSN, Yahoo and ICQ from Idea mobile (using the SMS feature). Idea's M-

chat enables subscribers to chat with all the three chat rooms, MSN, Yahoo and ISQ,

without having to tag along a laptop or computer with net connection.

SMS in 9 Indian languages Apart from English Idea subscribers can send and

receive SMS in 9 Indian languages - Hindi, Gujarati, Marathi, Bengali, Telugu, Tamil,

Malayalam, Kannada and Punjabi.

GPRS / MMS Idea Delhi was the first mobile phone operator to launch GPRS

services in Delhi. It's 3G-compatible network supports General Packet Radio Service

(GPRS), which allows subscribers to access Internet websites and information portals on

Idea mobile. Idea was the first company in the country to launch GPRS in November

2002. It showcased EDGE (Enhanced Data Rates for GSM Evolution) in Delhi, in July

2004. With EDGE, subscribers can enjoy live television with a data download rate of

over 160 kbps. Idea subscribers also have a richer experience while watching movie

previews, multimedia messages with video attachments, web-infotainment, high-speed

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video downloads, java game downloads and other Internet-based multi-media

experiences on their EDGE-enabled mobile phones. Customer Service and Innovation are

the drivers of this Cellular Brand. With GPRS currently available on all its networks, for

both pre and post paid customers, IDEA Cellular is the first company to commercially

launch next generation EDGE technology (a 3G technology) for its Delhi circle.

Ring-Tone With this facility subscribers can download ringtones on their handsets.

They just have to select the Ring-Tone out of the available ones and it will be sent to

them. Idea also offers the facility of sending the Ring-Tone as a gift to a friend of yours.

Cricket commentary Idea also provides the facility of cricket commentary to its

customers. Now you dont require a TV set or a radio to listen to the commentary, you

just need a handset and an idea card and you listen to the cricket commentary.

Caller-Tunes- Idea provides its customers the access of this facility and let the caller

listen to the exciting songs instead of the boring tring-tring.

Railway Reservation- The subscribers of Idea can make ticket reservation and other

enquiries related to railways by just dialing 456.

Star interview- By dialing 456 one can listen to the interviews of various movie stars on

his/her mobile phone.

News- Idea subscribers can keep themselves updated with the recent developments going

around the world using this service.

Jokes- Subscribers listen to funny jokes by just dialing 456. This service can also be used

to send jokes to friends and relatives.

Astrology- IDEA also recently launched Ganesha Speaks by Bejan Daruwalla, a LIVE

astrology service that can be accessed by dialing 181.

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Commodity market- Idea subscribers can keep themselves updated with the prices

prevailing in the commodity market by just dialing 456.

CUSTOMER BASE

IDEA Cellular Ltd., the leading cellular operator of the country, has a subscriber base of

9 lakhs in Delhi circle by the end of JUNE 2006. IDEA Cellular, through its superior

network and aggressive marketing initiatives, has cornered over 29 % market share of the

total net ads of GSM cellular subscribers since launch. Idea Delhi has been growing

rapidly in the recent months wherein it has added 16,669 subscribers in Feb and 18,114

subscribers in March. The net additions in August 06 were the highest among all GSM

operators in Delhi. But the celebration just does not end here. Idea Delhi is the only

private GSM operator, whose revenue grew by 3.7% in the quarter Jan March 06 over

the previous quarter, where competition showed a decline. In the last one year, Ideas

revenue market share between all the three private GSM players (Airtel, Hutch and Idea)

grew from 12.3% to 14.1%.

* SOURCE- COAI **all % relates to nov10

MARKET SHARE

36%

33%

16%

15%

Bharti Tele-Ventures HutchisonEssar

MTNL IDEA

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Idea is the 3rd largest mobile services operator in India, in revenue terms, and recorded a

subscriber base of over 78 million as on end November '10. It became a pan-India

integrated GSM operator covering the entire telephony landscape of the country, andexpanded its NLD and ILD operations in 2010. During the year, Idea increased its

revenue market share by over 1%, despite stiff tariff war in the market.

The company has won license to offer 3G services in 11 service areas, which generate

over 81% of the company's total revenue. Idea's 3G services will be launched in the year

2011.

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INTRODUCTION

Promotion is an intricate part of market mix. Marketing mix includes product, price,

place/distribution and promotion (4 Ps). The activities of the first three Ps -- product

planning, pricing, and distribution -- are performed mainly within the firm or between the

firm and its marketing partners. With promotional activities, a firm communicates

directly with potential customers.

Promotion is an attempt to influence. Promotional activities are designed to inform,

persuade, or remind the market of the firm and its products and ultimately to influence

consumers feelings, beliefs, and behavior. A successful promotion program should

include all the communication tools that can deliver a message to a target audience. A

promotion program can include five components: advertising, sales promotion, public

relations, sales force, and direct marketing.

Advertising - Advertising is a paid form of non-personal communication by an identified

sponsor. The mass media used include TV, radio, magazine, billboards, newspapers, and

direct mailing. Advertising is the most effective tool for building awareness of a

company, product or service. It is also relatively inexpensive based on the cost per

thousand people reached. However, broadcasting a message to everyone through media

such as television is not very targeted. The most effective advertising is narrowly

targeted and uses media targeting specific audience interests. The drawback is that most

advertising does not deliver sales quickly. It works mostly by changing minds, not

changing behaviors.

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Sales Promotion - On the other hand, sales promotion changes behavior. Customers will

act upon a sale, an offer, or a chance to win something. Sales promotion activities include

coupons, discounts, in-store displays, trade shows, samples, in-store demonstrations, and

contests. A company can also sponsor trade promotion, in which supermarkets or other

retailers are given discounts to promote a specific product. However, most incentives are

short-term in nature. In addition, sales promotion targeting consumers weakens consumer

brand loyalty. Consumers increasingly expect to buy products below listed prices.

Consumers simply buy whichever brand is on sale during a particular week and switch to

a competing brand when it goes on sale. The only situation where sales promotion is

profitable is when the company truly has a superior product paired with low product

awareness. In this case, sales promotion will get people to try the product, and they will

be less likely to switch to a competing brand when sales are over.

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RATIONALE OF THE TOPIC

Since advertising is the backbone of a product thus it is important to study advertising to

make a product successful in the market. So the main focus of my research is to increase

the sales and demand for IDEA and to create amongst the customers a sense of loyalty and

confidence in the company.

SIGNIFICANCE OF THE STUDY

The main aim of advertisement campaign is to promote IDEA and also to cr ea te

awareness and a posi ti ve i mage abou t t he bene fi ts o f I DEA mobil e

connections. Here the customer will be made aware that he would bene fi t

the most if he buys an IDEA connection .The study will be significant in

creat ing among the cus tomers a sense of loyal ty and conf idence in the

company .

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LITERATURE REVIEW

Promotion is an intricate part of market mix. Marketing mix includes product, price,

place/distribution and promotion (4 Ps). The activities of the first three Ps -- product

planning, pricing, and distribution -- are performed mainly within the firm or between the

firm and its marketing partners. With promotional activities, a firm communicates

directly with potential customers.

Promotion is an attempt to influence. Promotional activities are designed to inform,

persuade, or remind the market of the firm and its products and ultimately to influence

consumers feelings, beliefs, and behavior. A successful promotion program should

include all the communication tools that can deliver a message to a target audience. A

promotion program can include five components: advertising, sales promotion, public

relations, sales force, and direct marketing.

Advertising is a paid form of non-personal communication by an identified sponsor.

The mass media used include TV, radio, magazine, billboards, newspapers, and direct

mailing. Advertising is the most effective tool for building awareness of a company,

product or service. It is also relatively inexpensive based on the cost per thousand people

reached. However, broadcasting a message to everyone through media such as television

is not very targeted. The most effective advertising is narrowly targeted and uses media

targeting specific audience interests. The drawback is that most advertising does not

deliver sales quickly. It works mostly by changing minds, not changing behaviors.

Sales Promotion. On the other hand, sales promotion changes behavior. Customers

will act upon a sale, an offer, or a chance to win something. Sales promotion activities

include coupons, discounts, in-store displays, trade shows, samples, in-store

demonstrations, and contests. A company can also sponsor trade promotion, in which

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supermarkets or other retailers are given discounts to promote a specific product.

However, most incentives are short-term in nature. In addition, sales promotion targeting

consumers weakens consumer brand loyalty. Consumers increasingly expect to buy

products below listed prices. Consumers simply buy whichever brand is on sale during a

particular week and switch to a competing brand when it goes on sale. The only situation

where sales promotion is profitable is when the company truly has a superior product

paired with low product awareness. In this case, sales promotion will get people to try the

product, and they will be less likely to switch to a competing brand when sales are over.

Public Relations Because sales promotion often loses money, and advertising is

becoming less effective and expensive, companies should investigate the impact of

marketing public relations. Marketing public relations is designed to create a positive

image of the company to a target market. It uses non-paid communication by presenting

commercially significant news in a published medium or obtaining favorable

presentation of the business or product on radio or television.

Tools to create publicity include publications (reports and brochures); events (sponsoring

activities and trade shows); news (favorable stories about the company, its people, and

products); community involvement (time or money invested in local interests); identity

media (business cards, stationary, and signs); lobbying activity; and social responsibility

to the environment and society.

Sales ForceThe more complex the product or service, the more necessary to use sales

people who can answer questions and help customers. However, a companys sales force

is one of the most expensive marketing communication personal selling than on any other

form of promotion. What is important is not the sales persons costs but his/her costs in

relation to the sales he/she generated. A top sales person can often sell five to ten times

more than an average sales person. Companies trying to save money by paying less to the

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sales people often have the highest costs-to-sales ratio with high turnover rate and high

training costs.

In addition to hiring good people, a company should help its sales people be more

productive by providing them sales tools, i.e., computers, fax machine, and e-mail, and

giving them easy access to company data to help them become more informed. Sales

people offer the advantage of one-on-one selling. They should be trained to consciously

find out what customers want and alert the company.

Direct MarketingDirect marketing by mail, phone, or personal contact can be used

to effectively communicate with a very narrowly targeted group. Lists for direct

marketing purposes can be purchased from different sources. However, for direct

marketing to be effective, it is important to maintain a comprehensive customer database

in the company and manage the database in a way that it can be divided into

subcategories for different promotional programs.

All the promotional activities must be integrated to deliver a consistent and positive

message. A multi-media promotion campaign is usually more effective than any

promotional activity alone. For example, if a company is launching a new product or

program, it can contact the media to get free press and then run an advertisement offering

information, combined with offering sales promotion, direct marketing by mail or phone,

and product demonstration or a visit by sales people.

In developing a promotion program, a company must first determine the target audience,

the most important objectives, and a promotion budget and then design the promotion

activities accordingly. Promotional objectives can include providing product information,

stimulating demand, increasing store traffic, differentiating products, building a brand

image, reminding current customers about product benefits, countering competitors

offers, responding to the news, smoothing out seasonal demand fluctuation, and

improving customer relationships. Promotion must be integrated into a firms strategic

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planning because all elements of the market mix -- product, price, place, and promotion

-- must be coordinated in order for a promotion program to be successful.

Segmentation Is essentially the identification of subsets of buyers within a market

who share similar needs and who demonstrate similar buyer behavior. The world is made

up from billions of buyers with their own sets of needs and behavior. Segmentation aims

to match groups of purchasers with the same set of needs and buyer behavior. Such a

group is known as a 'segment'.

Segmentation is a form of critical evaluation rather than a prescribed process or system,and hence no two markets are defined and segmented in the same way. However there

are a number of underpinning criteria that assist us with segmentation:

Is the segment viable? Can we make a profit from it?

Is the segment accessible? How easy is it for us to get into the segment?

Is the segment measurable? Can we obtain realistic data to consider its potential?

There are many ways that a segment can be considered. For example, the auto market

could be segmented by: driver age, engine size, model type, cost, and so on. However the

more general bases include:

By geography - such as where in the world was the product bought.

By psychographics - such as lifestyle or beliefs.

By socio-cultural factors - such as class.

By demography - such as age, sex, and so on.

A company will evaluate each segment based upon potential business success.

Opportunities will depend upon factors such as: the potential growth of the segment the

state of competitive rivalry within the segment how much profit the segment will deliver

how big the segment is how the segment fits with the current direction of the company

and its vision.

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Positioning A product's position is how potential buyers see the product.

Positioning is expressed relative to the position of competitors. Positioning is something

(perception) that happens in the minds of the target market. It is the aggregate perception

the market has of a particular company, product or service in relation to their perceptions

of the competitors in the same category. It will happen whether or not a company's

management is proactive, reactive or passive about the on-going process of evolving a

position. But a company can positively influence the perceptions through enlightened

strategic actions.

In marketing, positioning has come to mean the process by which marketers try to createan image or identity in the minds of their target market for its product, brand, or

organization. It is the 'relative competitive comparison' their product occupies in a given

market as perceived by the target market.

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OBJECTIVES OF THE ADVERTISING

1. Marketing Objectives To increase the sales and demand for

IDEA CELLULAR.

2. Competitive Activity

Very competitive price structure

Special event pricing

Special event promotion

Specially designed Advertisements campaigns

P R activities

Promotion of social events

competitive price struct

special event pricing

special event promotion

special ad campaigns

PR activities

promotion of social even

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3. Brand Communication The brand image that is desired to be

communicat ed i s t ha t I DEA i s t he best among a ll t he ce ll ul ar

o perato rs in Ind ia. They exc el and sc ore ov er others in

connectivity and features. This is also the desired perception, well

matched with the current perception.

4. Communication objectives The basic objective is to enhance

mass awareness in Indian market about IDEA. The brand at t i tude

was suff icient ly posi t ive and brand awareness was bas ical ly done

for recall .

5. Psychological Processing There wi l l be enough creat ion of

opportunity to see/opportunity to hear, so that the customers could

be r et ai ned. The mes sage wil l be del ive red i n r ight manner ,

accepted, and people were well aware of the message.

6. Purpose of the Ad I t was to seek direct action i .e. even if one

loyal cus tomer purchased a phone connect ion, which would help

achieve the targets set.

7. Plan for Repetition Thi s ad woul d be t el ecas ted f or s ix

months continuous ly af ter which another ad , again featuring a

celebri ty would be telecasted .

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8. Specific reasons for creating an Ad

To bring the prospect close to purchasing thoughtnot immediately: The aim wil l be to create awareness and a

posit ive image about the benefi ts of IDEA mobile connections.

Here the customer will be made aware that he would benefi t the

m os t i f h e b uy s a n I DE A c on ne ct io n a nd t he a d h el pe d i n

engraving the Trademark of IDEA mobi le connect ions in the

minds of i ts customers .

To build a long-term customer loyalty : The aim is to

create among the customers a sense of loyalty and confidence in

the company.

To increase sales further : T he a im w as t o c on ve rt

t r adi t ional mobi le user s to our brand user s . The ad wi l l a l so

enable people to speci fy IDEA mobile connections brand. I t

w il l h el p i n c on ve rt in g t he n on -u se rs o f t he p ro du ct i nt o

sa t i s f i ed user s of the brand, and a l so more s t eady cus tomers

instead of occasional customers.

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RESEARCH METHODOLOGY

MEANING OF RESEARCH: Research of the study as scientific and systematic

search for pertinent information as a specific topic. Research is an art of scientific

investigation. Research is systematized effort to gain new knowledge. It is careful

investigation especially through search for new facts in any branch of knowledge.

Research is an academic activity and this term should be used in a technical sense.

Research can price defining and redefining problems, formulating hypothesis or suggest

solution, making deduction and reaching conclusion of determine whether they fit the

formulating hypothesis. Research is thus an original contribution to the existing stock ofknowledge making for its achievements.

Research Methodology can be said to have four major components namely:

Research Design

Sample Design

Data Collection Procedure

Method of analyzing and report the findings.

RESEARCH DESIGN

The research problem having been formulated in clear cut terms, the researcher will be

required to prepare a research design, i.e. he will have to state the conceptual structure

with in which research would be conducted.The preparation of such a design facilitates

research to be as efficient as possible yielding maximal information. But how all these

can be achieved depends mainly on the research purpose. Research purpose may be

grouped into four categories: exploratory, descriptive, diagnostic and experimental.

Exploratory research studies are those whose main purpose is that of formulating a

problem for more precise investigation or of developing the working hypotheses from on

operational point of view.

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Descriptive research studies are those studies which are concerned with describing the

characteristics of a particular individual, or of a group where as

Diagnostic research studies determine the frequency with which something occurs.

DATA COLLECTION

Data basically are of two types i.e. primary and secondary data. Primary data can be

collected on experiment, he observes some quantitative measurement, with the help of

which he examines the truth contained in his hypothesis. But in the case of survey, data

can be collected by observation method, Personal Interview, Telephonic Interview,

Questionnaire etc.

Secondary data means data that are already available can be collected through Trade

Magazines, Government Publication and Research Reports etc

DATA COLLECTION OF THIS STUDY

When we go for solution of any real life problem it is often found that data at hand are

inadequate and hence, it becomes necessary to collecting the appropriate data that differ

considerably in context of money costs, time and other resources at the disposal of the

researcher.

The data is basically of two types:-

Primary Data

Secondary Data

Primary Data: Primary data are those which are collected a fresh and for the first

time and the thus happen to be original in character. These data can be collected through

experiment, we have collected primary data by using:-

Questionnaires

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Telephonic Conversation

Secondary Data: Secondary data are those which have been collected by some one

else and which have been passed through the statistical process. In our research we have

collect secondary data by help of:-

Research Reports

Magazines

Websites

Government Publications etc.

RESEARCH DESIGN:

Research design stands for advantage planning of methods to be adopted for collecting

the relevant data and the techniques to be used un their analysis keeping in the view the

objective of research and availability of time and money. We can classify research design

mainly four parts:

Exploration

Diagnoses

Description

Experimentation

Exploratory research studies are those whose main purpose is that of formulating a

problem for more precise investigation or of developing the working hypotheses for an

operational point of view.

Descriptive research studies are those studies which are concerned with describing the

characteristics of a particular individual or of a group.Diagnostic research studies determine the frequency with which something occurs.

Experimental research studies are those where the researcher test the hypothesis of casual

relationship between the variables

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The present study carried out is exploratory as well as Descriptive in nature. Descriptive

research includes surveys and fact finding and enquiries of different kinds.

SamplingThe entire item under consideration in any field of inquiry constitutes a universe or

population in known as a census inquiry. This is the population in known as a census

inquiry. This type of inquiry involves a great ideal of time, money and energy. Hence

quite often a few items are selected from the universe for the purpose of the study. The

item so selected constitutes what is technically called a sample.

The sample size taken in this research is 50. In this research simple random sampling is

used.

In the study the population from which the sample to be drawn dose not constitute a

homogenous group.

Sample Units: Individuals within the age group of 25-35 who are located in the region of

South /West Delhi constituted the sample unit

Tools of Data Collection

The tools were both the primary as well as the secondary tools.

Secondary Data sources like various books related to the Topic, magazines and journals,

office journals and intranet, and data from the internet have also been taken. All these

sources provide information which is easily accessible. This made the easy study of the

process and the information accurate.

The Primary Data was collected with the help of Structured Non Disguised Questionnaire

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In this way, both the forms of data have been used so as to take the full benefit of the

sources of data. And thus, the sources of data helped in getting the useful information for

the report.

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FACTS ABOUT THE CUSTOMERS/TARGET AUDIENCE

1. Who is the target audience-

(a) Demographically: Age 17-75 yrs, Ge nder M/F,

Income Group 6,000 and above .

(b) Psycho graphically: School s tudents , Col lege s tudents ,

working professionals, businessmen, corporate men/women, old

age persons, housewifes.

(c) Behavioral:

Frequent buyers: Who buy mobi le connect ions in a year or

two

Normal buyers: Who purchase mobi le connect ions once in f ive

or ten year

(d) Geographically: Residents of Nat ional Capi tal Region of

Delhi .

2. Media Graphics of target audience :

Which media/vehicles does he consult-

Daily news papers: Times of India , Hindus tan Times , Indian

Express

National Level Magazines: India Tod ay, THE WEEK ,

OUTLOOK

TV CHANNELS: S TA R T V, Z EE T V, S ON Y T V, S TA R

NEWS, ZEE NEWS, HEADLINES TODAY, AAJTAK, ZOOM TV,

LIFE & STYLE, ESPN , STAR SPORTS, NEO SPORTS

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RADIO CHANNELS: R AD IO M IR CH I, R ed F M, R AD IO

CITY.

When during the day Mainly during Evening and

Night.

Why For Promotion, Entertainment and Awareness.

Involvement with vehicles High

3. Who is being targeted: A combi na ti on o f a ll , i nf luencer ,

decider, buyer and user

4. What benefits does he seek while buying the product

category: Great connec ti vi ty , economi c p ri ce r ange, l ot o f

enter tainment act ivi t ies , value added benef i ts associated wi th the

brand.

5. What motivates him to buy

Functional : To sat is fy the cus tomers need for a modern, economic,

and stylish mobile communicating Network.

Emotional: To be a part of very energetic and customer concerned

mobile company .

6. When does he buy Mostly once in two to three years

7. Does he need any purchase facilitation information

Yes, the company broachers mentioning the specific IDEA product

features.

8. What is his level of involvement with purchase High

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9. Does he buy the product rat ionally or emotionally or

both Both

10. Can we describe a typical customer

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Five basic categories of the target customers

BUSINESSMEN

YOUNG PROFESSIONALS

WELL OFF SOCIETY PERSONS

COPPORATE SECTOR

STUDENTS

average business men

upcoming professionals

middle class society pers

corporate sector

students

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FACTS ABOUT PRODUCT

1. Mai n Att rib utes of t he Brand Great connectiv ity ,

economic p ri ce r ange, amazi ng coverage and addi ti ona l va lue

added services.

2. Is the Product High/Dull/Average Interest to TA Very

High Interest

3. How can the interest be enhanced By providing more

attractive commercials , making rates more competi t ive, improving

coverage area and qual i ty , providing more addi t ional benef i ts to

the subscribers.

4. Is the product of impulse / convenience / shopping /

Specialty type Shopping Type

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What benefits does it incorporate?

Great Connectivity

Competi t ive Charges

Value added services

Amazing coverage

Huge fest ive offers

Great rural reach

Special s tudents discount

great connectivity

competitive charges

value added services

amazing coverage

huge festive offers

great rural reach

special students

discount

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5. Comparison with competitive Brands

Identification of Competitors

AIRTEL

VODAFONE

IDEA

TATA INDICOM

0%

5%

10%

15%

20%

25%

30%

35%

40%

AIRTEL VODAFONE IDEA TATA INDICOM

THE ABOVE GRAPH SHOWS THAT 40% CU STOMERS USE THE

AIRTEL CONNECTIONS, 20% USE THE VODAFONE

CONNECTION, 25% USE THE IDEA CONNECTION AND 15% USE

THE TATA INDICOM CONNECTION.

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ANALYSIS AND INTERPRETATIONS

Q.1 WHEN BUYING A PRODUCT YOUR DECISION IS

INFLUENCED MOST BY

ADVERTISEMENTS

BANNERS ON ROADSIDES, SHOPS ETC

FRIENDS

FRIENDS&ADS

OTHERS

FROM THE ABOVE PIE CHART 34% RESPONDENTS THINK THAT THEY ARE

INFLUENCED BY ADVERTISEMENTS, 3% THINK THAT THEY INFLUENCED BY

BANNERS, 44% THINK THAT THEY INFLUENCED BY FRIENDS, 10% INFLUENCED

BY FRIENDS & ADS AND 9% ARE OTHERS.

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Q.3 DO YOU LIKE THE WAY IT IS PRESENTED?

YES

NO

CANT SAY

0%

10%

20%

30%

40%

50%

60%

70%

YES

NO

CANT SAY

YES 60%

NO 10%

CANT SAY 30%

IN THIS GRAPH 60% RESPONDENTS LIKE THE WAY OF ITS PRESENTATION,

10% NOT LIKE AND 30% CANT SAY ABOUT THE PRESENTATION.

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Q.4 DO YOU BELIEVE IN CLAIMS MADE THROUGH THESE

ADS?

YES

NO

0%

10%

20%

30%

40%

50%

60%

70%

YES

NO

YES 60%

NO 40%

60% RESPONDENTS BELIEVE IN THESE CLAIMS AND 40% RESPONDENTS DO

NOT BELIEVE IN THESE CLAIMS MADE BY THESE ADS.

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Q.5 DO YOU THINK THE MESSAGES SPREAD THROUGH ADS

ACTUALLY INFLUENCES YOUR BUYING DECISIONS?

YES

NO

NOT SURE

0%

10%

20%

30%

40%

50%

YES

NO

NOT SURE

YES 40%

NO 30%

NOT SURE 30%

40% RESPONDENTS THINK THAT THE MESSAGE INFLUENCED HIS BUYING

BEHAVIOUR. 30% RESPONDENTS THINK THAT THE MSG DOES NOT

INFLUENCED THE BUYING DECISION AND 30% RESPONDENTS ARE NOT

SURE ABOUT THIS.

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Q.6 DO YOU THINK THE ASSOCIATIONS OF CELEBRITIES

WITH THESE AD CAMPAIGN ACTUALLY ENHANCE THE

SALES FOR IDEA?

YES

NO

0%

10%

20%

30%

40%

50%

60%

70%

80%

YES

NO

YES 75%

NO 25%

IN THE ABOVE BAR GRAPH 75% RESPONDENTS SAY YES

25% RESPONDENTS SAY NO.

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Q.7. DO YOU UNDERSTAND COMPLETELY THE

ADVERTISEMENTS OF IDEA SHOWN IN MEDIA?

YES

NO

0%

10%

20%

30%

40%

50%

60%

70%

YES

NO

YES 65%

NO 35%

IN THE ABOVE BAR GRAPH 65% RESPONDENTS SAY YES THAT THEY

UNDERSTAND THE ADVERTISEMENT

AND 35% RESPONDENTS SAY NO THAT THEY DO NOT UNDERSTAND THE

ADVERTISEMENT.

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Q.8. DO YOU LIKE THE OFFER GIVEN THROUGH THESE

MEDIA

YES

NO

0%

10%

20%

30%

40%

50%

60%

70%

80%

YES

NO

YES 70%

NO 30%

IN THE ABOVE BAR DIAGRAM 70% RESPONDENTS SAY YES THAT THEY

LIKE THE OFFER

AND 30% RESPONDENTS SAY NO THAT THEY DO NOT LIKE THIS OFFER.

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Q.9. IDEA SUBSCRIBERS ARE MUCH MORE THAN THE OTHER

COMPETITORS. ARE YOU AWARE ABOUT IT?

YES

NO

0%

10%

20%

30%

40%

50%

60%

70%

YES

NO

YES 62%

NO 38%

ABOVE BAR DIAGRAM SHOWS THAT 62% RESPONDENTS SAY YES THAT

THEY AWARE ABOUT THIS.

AND 38% SAY NO THAT THEY ARE NOT AWARE ABOUT THIS

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Q.10. IN DELHI IDEA HAS A VERY GOOD MARKET IN

COMPARISON TO OTHER METRO CITIES

AGREE

DISAGREE

0%

10%

20%

30%

40%

50%

60%

AGREE

DISAGREE

AGREE 57%

DISAGRE

E

43%

IN THE ABOVE BAR GRAPH 57% RESPONDENTS AGREE THATIDEA HAS A

VERY GOOD MARKET IN COMPARISON TO OTHER METRO CITIES AND 43%

RESPONDENTS DO NOT AGREED.

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FINDINGS

The survey shows that friends play a major role in influencing the decisions regarding the

service consumers choose. If the service provided is of good quality and satisfactory,

then the service will promote itself through the word-of-mouth.

Advertising also plays a major role in the promotion of the product. The objective of

communication should be to create awareness, generate interest and create demand for

the service. The messages impact on an advertisement may depend on not only what is

said but also how it is said. If an emotional touch is given it may become more appealing

to the masses.

Also the message in advertisement should be simple and easily understandable as 35% of

the people surveyed that they were unable to understand the message in the ad.

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RECOMMENDATIONS

For rural areas, promotion methods like demonstrations, road-shows, puppet shows,

house-to-house campaigns etc would be more useful. While making the choice of mobile

phone, rural consumer stresses on the convenience and assistance, price, features and

influential person.

Occasional Offers such as free talk-time offers, festival offers, low call rates etc would

also attract the customers.

An effort should be made to provide the new connections to the dealers under some

sort of incentive schemes so that he is more interested in promoting IDEA.

The Products given under this sort of scheme should be highlighted and advertised

massively so as to reach the customers easily. E.g. by putting banners like.

The sales promotion and advertisement material should be provided in bulk by the

company.

It is to be ascertained by the company that its products are not sold at poor shops as

such an availability of the Product reduces its demand.

Massive advertisement should be made for the products.

Selling the product with a combo offer should also be considered.

Banner with attractive scheme, sponsor events should be prominently displayed.

Sponsorship should be made in any prime time TV Soaps.

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Gifts can also be distributed during the games shows

Display stand as a part of promotional activity should be provided to the dealer for

displaying the company products.

Road shows can also be organized to generate demand.

A very important aspect is after sales service which should be improved to retain

our customers.

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BIBLIOGRAPHY

BOOKS

Ideas reports

Books & magazine on mobile communication

Marketing Management by Philip Kotler

Research Methodology by C.R. Kothari

WEB SITES

www.info-shop.com

www.IDEAworld.com

www.researchandmarket.com

www.bhartiteleventures.com

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A PPENDIX ( Questionnaire)

Dear Sir/Madam,

We are thankful to you for patronizing IDEA. We hope that you are satisfied

with the product and quality of the services offered by the IDEA. As there is always

scope for improvement, we would like to get your opinion in these areas.

I would, therefore, request you to kindly assist us in our efforts by sparing a

little time to give us your valuable feedback and suggestions in the feedback form below.

Please do not hesitate to inform us of any observation that you think may be relevant. We

assure you that we would try to come up to your expectations.

Name..

.

Occupation:

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Address:

Contact Number: ..

Q.1 WHEN BUYING A PRODUCT YOUR DECISION IS INFLUENCED

MOST BY

ADVERTISEMENTS

BANNERS ON ROADSIDES, SHOPS ETC

FRIENDS

FRIENDS&ADS

OTHERS

Q.2 HOW OFTEN DO YOU FIND AN AD OF IDEA ON RADIO OR

T.V.?

OFTEN

QUITE OFTEN

RARELY

VERY RARELY

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Q.3 DO YOU LIKE THE WAY IT IS PRESENTED?

YES

NO

CANT SAY

Q.4 DO YOU BELIEVE IN CLAIMS MADE THROUGH THESE ADS?

YES

NO

Q.5 DO YOU THINK THE MESSAGES SPREAD THROUGH ADS

ACTUALLY INFLUENCES YOUR BUYING DECISIONS?

YES

NO

NOT SURE

Q.6 DO YOU THINK THE ASSOCIATIONS OF CELEBRITIES WITH

THESE AD CAMPAIGN ACTUALLY ENHANCE THE SALES FOR

IDEA?

YES

NO

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Q.7. DO YOU UNDERSTAND COMPLETELY THE

ADVERTISEMENTS OF IDEA SHOWN IN MEDIA?

YES

NO

Q.8. DO YOU LIKE THE OFFER GIVEN THROUGH THESE MEDIA?

YES

NO

Q.9. IDEA SUBSCRIBERS ARE MUCH MORE THAN THE OTHER

COMPETITORS. ARE YOU AWARE ABOUT IT?

YES

NO

Q.10. IDEA IN DELHI HAS A VERY GOOD MARKET IN

COMPARISON TO OTHER METRO CITIES

AGREE