UNIVERSITY OF JAMMU PROJECT REPORT ON

MARKETING

RESEARCH AND CUSTOMER SATISFACTION

Undertaken at

Idea Cellular Limited

Company Profile

Date of Establishment:1996 Revenue:3438.62 ( USD in Millions ) Corporate Address:Suman Tower, Plot No 18 Sector 11, Gandhinagar382011, Gujarat www.ideacellular.com Chairperson - Kumar Mangalam Birla Business Operation:Telecommunication - Service Provider Background: Idea cellular, a part of Aditya Birla group, is one of Indias leading GSM mobile services operator. This telecom company has licenses to operate in all 22 service areas. Presently it is operating in 13 circles. Idea Cellular value-added services like GPRS, call conference, GSM, GPS and also FinancialsTotal Income: Rs. 155067.16 Million ( year ending Mar 2011) Net Profit: Rs. 8445.97 Million ( year ending Mar 2011) Company Secretary :Pankaj Kapdeo

INDUSTRY PROFILE

The Indian Telecommunications network is the third largest in the world and the second largest among the emerging economies of Asia. Today, it is the fastest growing market in the world. The telecommunication sector continued to register significant success during the year and has emerged as one of the key sectors responsible for Indias resurgent Indias economic growth.

This rapid growth has been possible due to various proactive and positive decisions of the Government and contribution of both by the public and the private sector.

INDUSTRY PROFILE(CONTD)
The rapid strides in the telecom sector have been facilitated by liberal policies of the Government that provide easy market access for telecom equipment and a fair regulatory framework for offering telecom services to the Indian consumers at affordable prices. It has also undergone a substantial change in terms of mobile versus fixed phones and public versus private participation. The preference for use of wireless phones has also been predominant in the sector. Participation of the private entities in the telecom sector is rapidly increasing rate there by presenting the enormous growth opportunities. There is a clear distinction between the Global Satellite Mobile Communication (GSM) and Code Division Multiple Access (CDMA) technologies.

Chairman of the board Kumar Mangalam Birla

Managing Director Himanshu Kapania

Board of Directors Smt. Rajashree Birla CFO Mr. Himanshu Kapania (MD) Mr Akshaya Mr. Arun Thiagarajan Moondra Ms. Tarjani Vakil CHRO Mr. Mohan Gyani Mr. Vinay K Mr. Gian Prakash Gupta Razdan Mr. R.C. Bhargava CIO Mr. P. Murari Mr.Prakash Mr. Biswajit A. Subramanian K Paranjape Dr. Rakesh Jain CSDO Mr. Sanjeev Aga Mr.Navanit Mr. Juan Villalonga Navarro Narayan Dr. Hansa Wijayasuriya CMO (Alternate to Mr. Juan Villalonga Mr Shashi Navarro) Shankar

MISSION & VISION

VISION
To be the most customer-focused mobile service brand, continuously innovating to help liberate our customers from the shackles of time & space.

SWOT ANALYSIS
STRENGTHS:
Attractive existing footprints Strong Distribution Channel High Quality Network Structure Innovation OPPORTUNTIES: Telecom sector is experiencing highest growth in all sectors 3G Services

WEAKNESSES:
High Debt-Equity Ratio

Threats:
Competitive rivalry within the Industry

Few Services are not Satisfactory Bargaining power of customers Threats of new Entrants

RESEARCH METHODOLOGY

Primary Data A primary survey was conducted at Dhanbad City. The survey was carried out at various levels & the target group was Premium /Old users of Mobile and Dealers. Questionnaires and surveys were used as an instrument to collect the primary data. I made structured Questionnaires in which I get specified number of responses. Hence, the interviewee has to choose from among the alternatives given which helped me to come on conclusion. The other method, which I used to collect primary data, is survey method:1. Personal interviews 2. Telephonic interviews

Secondary Data
The Secondary data are those, which have already been collected and thorough processed . We got the secondary data through:Internet Various Walk In Queries Records Books and periodicals. Company publications such as company policy statements, speeches by eminent personalities, sales literature etc. I got the records of those people who are already IDEAs Existing customer.

OBJECTIVES OF THE PROJECT

1. To find out the total number of mobile users in Jharkhand. 2. To find out the total number of Prepaid as well as Postpaid users. 3. To find out the most selling Cellular Brand in Jharkhand. 4. To find out the total number of satisfied IDEA users in Jharkhand. 5. To find out the total market share of IDEA in Jharkhand. 6. To find out the areas in which the company needs to improve.

Marketing Research Process

Step 1: Define the problem, the decision alternatives, and the research objectives Step 2: Develop the research Plan Step 3: Collect the information Step 4: Analyze the information Step 5: Present the findings Step 6: Make the decision

Total Activations/month

Findings

1. Total Activations/Month:

Reliance Vodaphone Idea Uninor Airtel

30% 15% 20% 15% 20%

2. Most Preferred Brand in terms of Query

Reliance

25%

Vodaphone

15%

Idea

40%

Uninor

10%

Airtel

10%

3. Total Recharge(value/month)Rs

Reliance Vodaphone Idea Uninor Airtel

25% 20% 30% 10% 15%

4. Which Operator has Inshop Branding?

Vodaphone
Idea

15%
35%

Uninor

20%

Airtel

30%

5. Which Brand has POP(Poster/Dangler etc)?

Reliance Vodaphone

12% 20%

Idea Uninor Airtel

26% 12% 30%

6. Do you use Mobile/ Telephone?

Mobile

55%

Telephone

5%

Both

40%

7. Do you use Prepaid/Postpaid?

Prepaid

85%

Postpaid

15%

8. Does Idea Cellular have satisfying Call Rates (Both Local & National)?

Yes

78%

No

22%

9. Do you think Customer Care Services are good enough?

Yes

63%

No

37%

10. Satisfaction Level of VAS:

11. Do Idea possess good Roaming Services?

Yes

18%

No

56%

Dont Know

26%

Conclusion
55%

of the people use only mobile, and 40% of respondents use both the services & only 5% people use the telephone service. It shows the popularity of cellular phone services.

Prepaid service is most popular in the cellular services with 85% of customers. The remained uses postpaid services. In current situation 73% of respondents are using lifetime plans, where the rest are using general plan of the cellular companies.

CONCLUSION(CONTD)
78% of respondents are satisfied with the call rates; it is because telecom companies have slashed their call rates few months ago. Still in this situation 22% of respondents did not satisfy with the call rates which service they are using. 56% of Customers complained about Unreachability during Roaming.

48% complained of baseless account balance deduction,poor services of VAS(Value Added Services)
37% complained that Customer Care does not really care about the Customers.

Suggestions

Idea

Cellular should improve the tower sharing in Roaming Services. Tarrifs & Vochers are satisfactory and hence it should not slash its prices anymore. Customer Care should be more Trained.

INFERENCE

An
Irritated Customer Base

can

change your Business