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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!!