MARCOM STRATEGY OF IDEA Cellular

Presented by, ALOK PRATAP SINGH M.B.A(Final Year) 0936370004

MARCOM STRATEGY Marcom (sometimes spelled "marcomm") is an abbreviation for

"marketing communications." Marcom is targeted interaction with customers and prospects using one or more media, such as direct mail, newspapers and magazines television, radio, billboards, telemarketing, and the Internet. A marketing communications campaign may use a single approach, but more frequently combines several.

Title Of The StudyMARCOM STRATEGY OF IDEA CELLULAR

Objective of the studyTo make a understanding about the Company IDEA CELLULAR LTD.

To make a understanding about the product and services which they providing.

To know the marketing communication strategy of the IDEA CELLULAR LTD.

SCOPE oF THE STUDY To know about the customer base of the IDEACELLULAR.

To know the growth of the company in last years.

To know how to reach the target customer in the most perfect way.

To create a better understanding about the company and their product.

LIMITATION OF THE STUDY This study is done in the few area like lucknow Raibariely. That’s why it will not give the clear picture of the thinking of mobile subscriber about the company and its products.

Limited database and short time span for the project.

Lack of professional approach since researcher are student.

METHODOLOGYThe purpose of methodology is to describe the process involved in research work. This includes the overall research design, data collection method, the field survey and the analysis of data.

For our project we did a small survey based on the 50 people in the Alwal, Lothkunta and few more area of Secunderabad. 

MARKETING COMMUNICATION STRATEGY ADOPTED BY THE IDEATV Commercials Radio Websites Brand Endorsement Print media Out door billboards

DATA ANALYSISQ:1 ) Have you heard about the Idea cellular Ltd.?A) yes B) No

Interpretation: Most of the person are known about the Idea Cellular Ltd.

80

20

awareness

yesno

Q: 2 .) From whom you come to know about this?A) Family B) Colleague C) Friends D) Advertisement

Interpretation: Advertisement is played a important role to spread the awareness. Whereas other medium are also helped.

10

25

25

40familycolleagyefriendsadvertisement

Q:3 Any time you used the service…… A) Always B) Most of the time C) Sometimes D) Not at all

alwaysmost of the timesometimesnot at all

INTERPRETATION: Awareness about the idea is good but still it is not able to create the credibility for the brand in market. This is the reason they have less no. of customers.

Q:4 Did you liked that services?A) Highly Satisfied B) Satisfied C) Neither satisfied nor dissatisfied D) Dissatisfied E) Highly dissatisfied

highly satisfied satisfied neither satisfied nor dissatisfied

dissatisfied highly dissatisfied0

5

10

15

20

25

30

35

5

20

30

25

20

satisfaction level

INTERPRETATION: Subscriber are not that much satisfied with the coverage of Idea.

Q:5 Are you aware about the different products of the idea cellular

A) Yes B.) No

60

40

yesno

INTERPRETATION: 60% people are aware about the different product like data card, idea radio but 40% are only known about the mobile network.

Q:6 .) From where you come to know about the product line of idea cellular.A) Family B) Colleague C) Friends D) Advertisement

10

25

35

30

familycolleaguefriendsadvertisement

INTERPRETATION: About the different product, friend then advertisement and colleagues helps to spread the awareness.

Q:7 If from Advertisement, then how would you rate that advertisement……A) Very good B.) Good C.) Neither good nor bad D.) Bad E.) Very Bad

very good good neither good nor bad bad very bad0

5

10

15

20

25

30

35

40

45

20

40

20

10 10

INTERPRETATION: People like the advertisement very much, even they able ti recall the captions like walk when you talk, ek idea jo badal de apki duniya .

Q:8 Did you think that it was effective enough to communicate the message?A.) yes B.) No

70

40

yesno

INTERPRETATION: They able to communicate the message but still they are less effective in the compare of Airtel, Vodafone.

Q: 10 Any suggestion which you want to suggest to the company to improve the advertisement or marketing communication effort?

• Most of the subscriber suggested that the advertisement was good enough to communicate the message but lastly the service provided by idea will work. So, there is need to improve the coverage of Idea .

• And other suggestion which given by the subscriber that they liked Abhishek Bacchan more as Brand Ambassador for IDEA.

FINDING AND SUGGESTION:

• People are known to the IDEA CELLULAR LTD. and its products.

• Advertisement is good that means marketing communication is good.

• Subscriber are not very much satisfied with the service. So, there is need to improve the coverage.

CONCLUSION:

• Communication strategy of idea is very good because most of the person are well known about the idea and its product. Being very new company in telecom industry, people still having some hesitation to go for it. And other reason that the subscribers are not opting for this is that competitors of idea are very much powerful in communicating as well as providing the service.

• And one thing which come into the focus is that Brand Ambassador is also a key part to get the attention from the subscriber because most of the people told that they liked Abhishek Bacchan more than Sariya Saran.

What an idea ?

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