Brand Perception of Idea Cellular in Small Town Segment of Maharashtra Goa Circle

8/10/2019 Brand Perception of Idea Cellular in Small Town Segment of Maharashtra Goa Circle

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Study on Brand Perception Of Idea cellular Ltd in STC

Divyant Singh GahlodFunction: Branding, Marketing.

Circle: Maharashta & GoaInstitute: DMS, Pondicherry University

Date: July 5, 2013


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ProjectsUndertaken. Key Drivers. Methodology. Findings & Analysis Recommendations.


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GDP Contribution: 2.1%

Subscription Rate: 8 million per month

Tele-density (2012): 79.28%

ARPU: 6.6 USD per month

2nd largest mobile subscriber base in world with 1 Bnsubscribers

3rd largest internet base with around 120 MM subscribers

One of the cheapest tariff because of one of lowest ARPU in theworld

Most competitive market with maximum mobile operators


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Study on Brand Perception of Idea Cellular inSTC.

To identify the macro/micro factors driving consumers perception towards the

Brand Idea as well as Vodafone and Airtel. To understand the present media channels available in the market & to identifyand evaluate the Media channels/other mediums which can be used to createvisibility for Idea in STC.

Comparative study of Idea, Vodafone & Airtel to build edge over competition.

Scope &Limitations

The study is limited to STC of Maharashtra Goa Circle.. Study limited by lack of accurate data of market and

demography. Sampling techniques could be biased and snowball sampling

limited due to wide geography.

PROJECT UNDERTAKEN


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BenchmarkEmotional

Value, PerceiveQuality of Ideawrtcompetition.

Benchmarkpresent mediachannelpresent in themarket & theirscope.

Present thestrategy/AugmentedIdea.

BRANDPERCEPTION

EXPOSURE

ATTENTIONINTERPRETATION

MEMORY

Project Drivers


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Stratified Samplingfor initial Sample

Further Samplingthrough Convenience

Sampling

Sample Size: 120

Methodology

Stratified Sample Convenience

Sampling

Exploratory

SnowballConclusive


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1) Junnar2) Daund

1) Islampur2) Tasgaon

1) Gangapur

2) Paithan

Research Sample


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FINDINGS AND ANALYSIS:


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Is a YoungBrand

Is a Socially AwareBrand

Is a Kind & CaringBrand

P-Value < 0.05


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Is a trustworthyBrand

Is a modern Brand Is a prestigiousBrand

P-Value < 0.05 >0.05 >0.05

Analysis Brand type has aneffect on: having itbeing perceived asa Trustworthybrand.Idea is perceivedas moreTrustworthy Brandcompared toVodafone & Airtel.

.

Brand type has noeffect on: having itbeing perceived asa Modern brand.

Brand type has noeffect on: having itbeing perceived asa prestigiousbrand.


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Is a PopularBrand

Is a InnovativeBrand.

Has a goodnetwork coverage.

P-Value >0.05 >0.05 >0.05

Analysis Brand type has noeffect on: having itbeing perceived asa popular brand.

Brand type has noeffect on: having itbeing perceived asan Innovativebrand.

Brand type has noeffect on: Brandhaving goodNetwork coverage.


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Has a goodCustomer CareService.

Has a good billingservice.

P-Value >0.05 >0.05

Analysis Brand type has noeffect on: Brandhaving goodCustomer careService.

Brand type has noeffect on: Brandhaving good BillingService.


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Has EasyAvailability inMarket.

Has low cost of NewActivation.

P-Value < 0.05 >0.05

Analysis Brand type has aneffect on: Brand havingEasy Availability inMarket.

Vodafone is most EasilyAvailable Brand in themarket followed byIdea cellular and Airtelbeing lowest.

.

Brand type has noeffect on: Brand havinglow cost of NewActivation.



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Cross Tab-association

between mobileservice provider

and favoritetelecom operator

P- value


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between AgeGroup and topranked telecom

operator

P- value >0.05

Accepts NullHypothesis

H0: There is noassociation

between User Ageand top rankedtelecom brand.

34.1%

39.5%

Be it 15-30 Age group people or 30> both love Idea as a brand andchoose it over their own mobile service provider.


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between AgeGroup and user

telecom operator

P- value age group, while Airtel has larger user in 15-30 agegroup.


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Media Channels & Mediums


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RECOMMENDATION & SUGGESTIONS:

1Media Advertising

Newspaper Campaigns

67% of Population reads Newspaper Daily, while there is only 2% ofpopulation who never reads Newspaper.

Ideas brand visibility in STC through Newspapers is just 2% of their totalmedia visibility.

2Radio Ad Campaigns

22% of survey population listens radio daily while 71% of survey populationlistens radio sometimes.

Playing Idea Jingles and Value Added Service(VAS) offers and informationoften in Radio/FM channels.

Cable TV

379% of survey population often watches Cable TV shows while 6% of surveypopulation watches Cable TV shows Daily.On the basis of our indepth interviews it is found HATHWAY Cable Network is widelyused cable Network in LTC.


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Place & Outdoor Advertising

Cinema Theater Advertising

479% of survey population often visits Cinema Theaters to watch movies.In STC there are approximately 3-4 cinema theaters which release movies in afortnight or Month.Tying up with the most visited theatre and advertising on the Cinema screen duringbreaks or before start of Film.

Transit Advertising: Tie Up with MSRTC

5In STC major medium of transit is MSRTC buses.Tying up with MSRTC and advertisng in local Bus Stands of LTC and adsoutside of the public transport buses traveling to the LTC may result in wider

media visibility in LTC.

Hoarding Ads

6Idea has better Hoarding Ad visibility(15% of its total media visibility) incomparison with Vodafone(11% of their total media visibility) & Airtel(10% oftheir Media Visibility)Target Zone feeder markets, places of public interests and industrial zones ofSTC for deeper penetration.

Wall Painting Ads

7Most conventional & yet most successful.On the places with elevations, road turnings, bridges and the water tanks with

high elevation, Audience segment hangout places, kiosks, restroom and busstops.

Electricity Bill Ads

8Tying up with the Electricity boards and Billing bodies we can Advertise inElectricity bill which may help in assure rise in the visibility of brand.Also, new offers and VAS plans can be advertised here to increase the subscriber baseof Idea Cellular.


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Point Of Purchase Advertising

Advertising Idea Smartphones

A section of people in STC generally prefer phones with smartphone feature in low costs andhence they tend to buy cheap China phones or other Indian brands.promote IDEA smartphones in Point of purchase by providing Idea Mobile shelves to Retailersand In store advertising posters.

bundled offers should be drawn in the market to attract the large number of consumers.

9


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Event Marketing and Sponsorship

Sponsorship in College Events & Local Festivals

10Only 19% of population thinks that an Idea user belongs to Youth.Revive the brand image & perception associating with Youth by sponsoring collegeevents.Idea should increase its visibility by associating itself with local festivals and events likeGanesh Festival, Pandharpur Yatra etc.


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VOICE OF CONSUMER

Deepak Suresh Panchabhai, an Idea user for the past 2 years

I called up the Idea customer service and chooseMarathi as the language of communication but

some hindi speaking lady picked up who spoke tome very rudely. She didnt even direct me to the

right person and didnt know what to do with mycomplaint

He is satisfied with Idea but is very annoyingly dissatisfied with itscustomer care services.

Sonu Pathan, a businessman from Daund

He often travels for his business transactions and sometime faces aNetwork Coverage problems.

Idea has best network coverage in my region, butwhen I visit to Chakan for Business Purpose, I often

face Network Coverage troubles

Sulekh Zade, a Kiosk owner from Gangapur

He says Retailer doesnt have adequate knowledge of Specialrecharges.

Last month when I asked Roaming Packs forMumbai to a retailer, he told me there is no such

pack and Mumbai is roaming free for MaharashtraCustomer with free incoming and the same

outgoing tariff. But when I visited Mumbai, I havebeen charged with different tariff.


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Bibliography & References:

1) Lee, M.Y., Knight D., Kim Y.K. (2008). Brand analysis of a U.S. global brand incomparison with domestic brands. Journal of Product & Brand Management.2) Bhardwaj, V., Kumar, A. and Kim, Y.K. (2010). Brand Analyses of U.S. Globaland Local Brands in India: The Case of Levi's. Journal of Global Marketing.3) Kotler, P., Keller, K., Lane, Koshy, A., Jha, M. (2009), MarketingManagement (13e), Prentice Hall, Delhi.4) Assessing Brand Fit, By Silky Bucker.5) Rajpurohit, R.C.S. and Dr. Vasita, M.L (2011), Consumer Preferences andSatisfaction towards various mobile phone services providers.6) Sathish M (Feb. 2011), A Study on Consumer Switching Behaviour in 7) 7)7)Cellular Service Provider: A Study with reference to Chennai.Idea annual report 2012.8)Brainmalish.com, http://chatbhandaar.brainmaalish.com/idea-mobility-an-

idea-can-change-your-life/ 9) Research Indian Telecom Industry,http://www.equitymaster.com/research-it/sector-info/telecom/
http://chatbhandaar.brainmaalish.com/idea-mobility-an-idea-can-change-your-life/http://chatbhandaar.brainmaalish.com/idea-mobility-an-idea-can-change-your-life/http://www.equitymaster.com/research-it/sector-info/telecom/http://www.equitymaster.com/research-it/sector-info/telecom/http://www.equitymaster.com/research-it/sector-info/telecom/http://www.equitymaster.com/research-it/sector-info/telecom/http://www.equitymaster.com/research-it/sector-info/telecom/http://www.equitymaster.com/research-it/sector-info/telecom/http://chatbhandaar.brainmaalish.com/idea-mobility-an-idea-can-change-your-life/http://chatbhandaar.brainmaalish.com/idea-mobility-an-idea-can-change-your-life/http://chatbhandaar.brainmaalish.com/idea-mobility-an-idea-can-change-your-life/http://chatbhandaar.brainmaalish.com/idea-mobility-an-idea-can-change-your-life/http://chatbhandaar.brainmaalish.com/idea-mobility-an-idea-can-change-your-life/http://chatbhandaar.brainmaalish.com/idea-mobility-an-idea-can-change-your-life/http://chatbhandaar.brainmaalish.com/idea-mobility-an-idea-can-change-your-life/http://chatbhandaar.brainmaalish.com/idea-mobility-an-idea-can-change-your-life/http://chatbhandaar.brainmaalish.com/idea-mobility-an-idea-can-change-your-life/http://chatbhandaar.brainmaalish.com/idea-mobility-an-idea-can-change-your-life/http://chatbhandaar.brainmaalish.com/idea-mobility-an-idea-can-change-your-life/http://chatbhandaar.brainmaalish.com/idea-mobility-an-idea-can-change-your-life/http://chatbhandaar.brainmaalish.com/idea-mobility-an-idea-can-change-your-life/http://chatbhandaar.brainmaalish.com/idea-mobility-an-idea-can-change-your-life/http://chatbhandaar.brainmaalish.com/idea-mobility-an-idea-can-change-your-life/


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TH NK YOU

Documents

Brand Perception of Idea Cellular in Small Town Segment of Maharashtra Goa Circle