IDEA Komal

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ACKNOWLEDGEMENT

I take the opportunity to express our gratitude to all the concerned people who have

directly or indirectly contributed towards completion of this project. I extend my

sincere gratitude towards Mr. Sanjay Kumar at Idea providing the opportunity and

resources to work on this project.

I am extremely grateful to Miss Arpita Mam, my mentor for his guidance and

invaluable advice during the projects.

At Last I would like to thanks my parents and friends for their support.


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INTRODUCTION

INDUSTRY OVERVIEW

Telecom Industry in India:

The telecom industry is one of the fastest growing industries in India. India has nearly

200 million telephone lines making it the third largest network in the world after China

and USA. With a growth rate of 45%, Indian telecom industry has the highest growth

rate in the world.

Much of the growth in Asia Pacific Wireless Telecommunication Market is spurred by

the growth in demand in countries like India and China. Indias mobile phone

subscriber base is growing at a rate of 82.2%.

China is the biggest market in Asia Pacific with a subscriber base of 48% of the total

subscribers in Asia Pacific. Compared to that Indias share in Asia Pacific Mobile

Phone market is 6.4%. Considering the fact that India and China has almost comparable

populations, Indias low mobile penetration offers huge scope for growth.

History of Indian Telecommunications:Started in 1851 when the first operational land lines were laid by the government near

Calcutta (seat of British power). Telephone services were introduced in India in 1881.

In 1883 telephone services were merged with the postal system. Indian Radio Telegraph

Company (IRT) was formed in 1923.

After independence in 1947, all the foreign telecommunication companies were

nationalized to form the Posts, Telephone and Telegraph (PTT), a monopoly run by the

government's Ministry of Communications. Telecom sector was considered as a

strategic service and the government considered it best to bring under state's control.


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COMPANY PROFILE

Company Information

As India's leading GSM Mobile Services operator, IDEA Cellular has licenses to

operate in 11 circles. With a customer base of over 10 million, IDEA Cellular has

operations in Delhi, Maharashtra, Goa, Gujarat, Andhra Pradesh, Madhya Pradesh,

Chattisgarh, Uttaranchal, Haryana, UP-West, Himachal Pradesh and Kerala. IDEA

Cellular's footprint currently covers approximately 45% of India's population and over

50% of the potential telecom-market.

As a leader in Value Added Services, Innovation is central to IDEA's VAS Factory. It is

the first cellular 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.

A frontrunner in introducing revolutionary tariff plans, IDEA Cellular has the

distinction of offering the most customer friendly and competitive Pre Paid offerings,

for the first time in India, with 'Super Power', 2 Minutes Outgoing Free, Lifelong offer

and other segmented offerings like Women's Card. 'Lifetime Idea' is the first and only

loyalty program, for pre paid customers, introduced by a Cellular brand.

Customer Service and Innovation are the drivers of this Cellular Brand. A brand known

for their many firsts, Idea is only operator to launch GPRS and EDGE in the country.

The latest feather in Idea's cap is GSM Association Award for CARE. It is the second

GSM Association award that Idea has won, the first one being for Bill Flash.

Idea Cellular is part of the Aditya Birla Group, which is India's first truly multinational

corporation. Global in vision, rooted in Indian values, the group is driven by a

performance ethic pegged on value creation for its multiple stakeholders.


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The combined holding of the Aditya Birla Group companies in Idea stands at around 57

per cent. With ambitious future plans, the company is poised for rapid growth.


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OBJECTIVES

The objectives of the research are:

.

To Understand Marketing Strategy of Idea Cellular To understand the advertisement strategies of Idea Cellular Ltd. A study on the effectiveness of recent advertisement campaign of Idea cellular

specially endorsement by Abhishek Bachan

Effectiveness of advertisement on the customers of Meerut UP. This comprises the objectives and the basic problems to which the study will

probe in to and this will help the company in their next financial year.


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approximation of the truth. As the name implies, the sample is selected because they

are convenient. This non probability method is often used during preliminary

research efforts to get a gross estimate of the results, without incurring the cost or

time required to select a random sample.

7. Data collection methodFor the accumulation of data the sources were primary and secondary data.

Primary Data: These data are raw material. They are the measurement observed

and recorded as a part of original study. They are original in character. The

investigator or researcher directly collects this data. The basic form of obtaining this

data is by observing and questioning. The Primary data was a detailed interview

schedule with the help of a detailed questionnaire. The samples were drawn

purposively from various areas for the relevance of the study. Discussions were held

with the general, branch manager and executives of the company to design and

execute the research

Secondary Data:

They are not originally drawn by the researcher as fresh data. These are collected by

some other person for this purpose and published. These types of data can be

collected through various sources. For this study the secondary data were collected

from magazines ,journals , references and websites and manuals of the TATA

Indicom.

Tools and techniques of analysis

8. Percentage analysis and statistical tools were used in the study. The statisticaltools used for data analysis are Rank correlation and hypothesis testing.

ANOVA and ttest had applied for hypothesis testing.


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Process of research methodology

Sample Design

Data Collection

Data analysis

Re ortin of Findin s

Research Desi n

Objective of Study


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RESEARCH DESIGN

Research Design specifies the methods and procedures for conducting a particular

study. A Research Design is the arrangement of conditions for collection and analysis

of the data in a manner that aims to combine relevance to the research purpose with

economy in procedure. Research Design is broadly classified into three types as

Exploratory Research Design Descriptive Research Design Hypothesis testing Research DesignOn the basis of the objective of study, the studies which are concerned with

describing the character tics of a particular individual, or of a group of individual

under study comes under Descriptive Research Design.

Descriptive Research Design:

In this research design the objective of study is clearly defined and has

accurate method of measurement with a clear cut definition of population which is

to be studied.

For TV Sating the research problem

Two steps are involved in for SPECIFIC CERAMIC the research problem:

Understanding the problem Rephrasing the problem into meaningful terms from an analytical point of

view.

The training sessions are conducted in the beginning of training in order

to make us clear about the task provided and how to handle the different situations.


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BIBLIOGRAPHY

Bernard J. T. Mallinder. Specification Methodology Applied to the GSM System. InEUROCON 88, June 2005.

Seshadri Mohan and Ravi Jain. Two User Location Strategies for PersonalCommunication Services.IEEE Personal Communications. 1(1), 1994.

Moe Rahnema. Overview of the GSM System and Protocol Architecture. IEEECommunications Magazine. April 1993.

C. Watson. Radio Equipment for GSM. In D.M. Balston and R.C.V Macario,editors, Cellular Radio Systems, Artech House, Boston, 1993.

Robert G. Winch. Telecommunication Transmission Systems. McGrawHill NewYork, 1993.

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IDEA Komal