Post on 08-Apr-2018
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CELLULARBRAND
Submitted by,
Shaik Mohammed Yaseen
3510940163
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BRAND PROFILE
BRANDNAME !dea
PRODUCTS Mobile Operator
INDUSTRY Telecom
OWNER Aditya Birla Group
SLOGAN An !dea can change your life.
BRAND AMBASSADOR Abhishek Bacchan (ACTOR)
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COMPANY PROFILE
Started in 1995 as a joint venture among the Tata Cellular and BirlaAT&T
Communications.
The co had a split with the Tata taking an exit from the co for Rs.44.06bn .
Brand !dea covers 17 telecom service areas, viz, Maharashtra &Goa, Gujarat, Andhra Pradesh, Madhya Pradesh &
Chhattisgarh, Delhi, Kerala, Haryana, UP West & Uttaranchal, UP
East, Rajasthan, Himachal Pradesh, Mumbai, Bihar & Jharkhand, Orissa, Tamil
Nadu, Punjab and Karnataka, covering ~ 90% of the all India subscriber base.
After inclusion of Spice Communications, brand !dea has 47.1 mn
subscribers, corresponding to a 11.0% national subscriber market share as on
June09.
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TOTALMARKET SHARE
24%
32%16%
15%
7%
4% 1% 1%
Vodafone
Airtel
BSNL
Idea
Aircel
elience
MTNLOthers
4Ref : http://www.ideacellular.com/ShowBinary/BEA%20Repository/idea/Results/Quarterly_Report
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MARKET SHAREININDIAN
REGIONS
6.50%
5.40%
12.10%
5.30%
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
UP east, Rajesthan
& HP
Mumbai & Bihar Orissa Tamil Nadu
5Ref : http://www.ideacellular.com/ShowBinary/BEA%20Repository/idea/Results/Quarterly_Report
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COMPETITIVEBRANDS
Major competitors of Idea are Airtel, Vodafone, BSNL and
Reliance
Peoples who are in profession line preferred Idea due to its
perfect network coverage. Maximum customers are due to the connections provided by
the organizations where they are employed.
Call rates applied should be affordable enough.
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PROMOTIONAL STRATEGIES
2 Minutes Outgoing Free, Lifelong offer, Women's Card, 'Lifetime Idea' etc
are some of the offerings of IDEA.
IDEA is the firstcellular company to launch music messaging with 'Cellular
Jockey','Background Tones', 'Group Talk', a voice portal with 'Say IDEA' and a
complete suite of Mobile Email Services.
They are also providing GPRS and EDGE services for transferring data.
The new product introduced by IDEA is the EDGE enabled USB Data Card which
is named as 'NetSetter'. Initially NetSetter was offered to post paid customers only
but now available to prepaid customers in selected circles.
Ideas patnership with IIFA awards
Associated with IPL
MTV roadies and Idea Star Singer
Various campaigns showing AbhishekBachchan in different settings showing
corporate social responsibility.
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POSTCAMPAIGNS OFIDEA
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What an idea! "Stay Connected" is a brand promise that looks at the key purpose of mobile
telephony. It makes consumers aware that no one connects better than Idea.
Use Mobile Save tree
The new campaign revolves around the theme, 'use mobile, save paper'
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Education for all
Idea's new campaign addresses a relevant social issue education for all. The ad shows
how children, especially girls, face education barriers.
POSTCAMPAIGNS OFIDEA
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DEMOCRATICCOUNTRY - by the people , of the people, for the
people
It is close on the heels of the nations general elections, and showcased the use of
mobile phone for democratic decision-making.
POSTCAMPAIGNS OFIDEA
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World without caste Na Koi jaat paat , Na koi bhed bhaav
The logical next step was to build on the theme how a good idea can reshape the
world. This would get rid of the caste system. Though it was too simplistic a
solution for a problem that has plagued the country for centuries.
POSTCAMPAIGNS OFIDEA
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BRANDAWARENESS
People are aware with the service i.e. Marketing communication is good.
50% of the people, even after being aware of the brand, have never used
idea cellular services.
Subscriber are not very satisfied with the service. So, there is a need to
improve the coverage in terms of area as well as network.
Most of the subscriber sugested that the advertisement was good enough to
communicate the message but what matters at the end is the service
provided by idea. So, there is a need to improve the coverage and
connectivity of Idea.
And other suggestion was given by most of the subscribers is that they likeAbhishekBacchan more as the Brand Ambassador for Idea.
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SUGGESTIONS
Should enhance its distribution system.
Should increase its coverage area.
Should become more customer-friendly.
Should plan to grow its market share.
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CONCLUSION
Communication strategy of idea is very good because most of
the people are well known to the service by idea .Being newto telecom industry, people are not confident to go for it.
Also, competitors of idea are very much powerful in
communicating as well as providing the service.
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Thank You!!