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IDEA Cellular: Marketing Project

Idea Cellular is part of the $43 billion Aditya Birla Group and operates as a wireless telephony company across 22 telecom circles in India. In 2010, Idea Cellular established a pan-Indian presence and successfully bid for 3G spectrum in 11 major circles, securing its presence in circles that contribute 81% of its total revenues, at a cost of Rs. 57.69 billion. Idea Cellular competes with 14 other mobile operators in India and focuses on prepaid customers with flexible tariff plans while also offering GPRS services in urban areas.

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Aniruddha Banerjee
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159 views

IDEA Cellular: Marketing Project

Idea Cellular is part of the $43 billion Aditya Birla Group and operates as a wireless telephony company across 22 telecom circles in India. In 2010, Idea Cellular established a pan-Indian presence and successfully bid for 3G spectrum in 11 major circles, securing its presence in circles that contribute 81% of its total revenues, at a cost of Rs. 57.69 billion. Idea Cellular competes with 14 other mobile operators in India and focuses on prepaid customers with flexible tariff plans while also offering GPRS services in urban areas.

Uploaded by

Aniruddha Banerjee
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOC, PDF, TXT or read online on Scribd
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IDEA Cellular

2012
MARKETING PROJECT
IDEA 3G
IMT, Ghaziabad

Executive Summary
IDEA Cellular is a part of the US $ 43 billion Aditya Birla Group, Indias first truly multinational corporation. It is usually referred to as Idea, a wireless telephony company operating in all the 22 telecom circles in India based in Mumbai. In fact, 2010 was a significant year for the company. It not only established a pan-Indian presence, but also played a deft hand in the 3G spectrum auctions. Focusing mostly on circles where it has a competitive edge, Idea bid for 11 circles: Maharashtra, Gujarat, Andhra Pradesh, Kerala, Punjab, Haryana, Uttar Pradesh (East), Uttar Pradesh (West), Madhya Pradesh, Himachal Pradesh and Jammu & Kashmir. The total outgo on this was Rs 57.69 billion, far less than what other operators had to pay for a similar 3G footprint. For Idea, this also meant securing its presence in circles that contribute nearly 81 per cent to its total revenues. Idea competes with 14 other mobile operators throughout India. They are Aircel, Airtel Cheers Mobile, BSNL, Loop Mobile,MTNL, MTS, Ping Mobile, Reliance

Communications, S Tel, Tata DoCoMo, Tata Indicom, Uninor, Videocon, Virgin Mobile, and Vodafone. The company has its retail outlets under the "My Idea" banner. The company has also been the first to offer flexible tariff plans for prepaid customers. It also offers GPRS services in urban areas. Idea Cellular won the GSM Association Award for "Best Billing and Customer Care Solution" for 2 consecutive years. IDEA Cellular has been recognized as the 'Most Customer Responsive Company' in the Telecom sector, at the prestigious Avaya Global Connect Customer Responsiveness Awards 2010. Stating a brief introduction about Adiyta Birla Group, I look at the inception of Idea Cellular. A brief overview of Telecommunication sector in general, transformation of 2G services to 3G services and detailed analysis of Idea 3G based in the Market is carried out in the plan. SWOT analysis, Marketing mix and positioning based on BCG Matrix is done to further analyze Idea 3G as major player in the 3G markets. STP analysis is done to find the current trends of Idea 3G and recommendations are made to improve its market share in certain target segments.

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