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8/14/2019 Idea Mobile - Operations Management
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OPERATIONS MANAGEMENTPROJECTMMS-I
CHANAKYA BATCH2008-09DATE- 13/10/2008
SUBMITTED TO: MR SABARWAL
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GROUP MEMBERS
Roll No
IZHAR MUSHRIF 15
ANU PILLAI 28
ANANDITA SINGH 34SOURABH SURYAVANSHI 35
AMIT JAIN 44
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IDEA CELLULAR MUMBAI
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INTRODUCTION IT IS GSM MOBILE
CELLULAR SERVICE
PROVIDER
IT IS OWNED BY ADITYA
BIRLA GROUP .
FIFTH LARGEST MOBILEOPERATOR IN INDIA AND
20th IN THE WORLD .
MAJOR TELECOM CO. IN
INDIA AND 5th GSM
OPERATOR IN MUMBAI .
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Chairman :MR. KUMARMANGALAM BIRLA
Chief Operating
Officer of Mumbai :
MR. SASHI
SHANKAR KUMAR MANGALAM
BIRLA
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IT WAS COMMENCED IN 1995 IN MAHARASHTRACIRCLE .
IT WAS LAUNCHED IN MUMBAI ON AUGUST 20
,2008
Operator Name : IDEA Cellular Limited
Network Name : IDEA Cellular Limited - Mumbai
Technology : GSM 1800
Network Status : Live January 2008
Web Site : www.ideacellular.com
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IDEA CELLULAR IN MUMBAIfive operation strategies are as follows :-
ARENA
VEHICLE DIFFERENTIALS
STAGING
ECONOMIC LOGIC
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ARENA(what to do & where to do?)
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ARENA
To provide cellular service in Mumbai .
They were not operating in Mumbai due to
frequency problem.
Operates with 1800 MHz frequency .
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To lead as a telecom player in the country thelaunched in Mumbai.
As more than 80% of Mumbai's population own
mobile phones compared with an all India average
of just 26% .
Expected market share in Mumbai 14.5 million
Their aim is to conquer 20% of city's new users .
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VEHICLE(how to do ?)
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VEHICLE
They invested around 800 crores :
- 200 crores for acquiring license to operate inMumbai .
- 600 crores for building infrastructure .
Marketing strategy :
Brand ambassador Abhishek Bachhan .
Tag line : jiska number mumbai ka, woh mumbai jiska number mumbai ka, woh mumbai
kaka .
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ADVERTISING AREAS:
- Newspapers , Radio ,Cinema hall ,Television ,
Outdoors ,Trains etc .
- Campaigns: Sarpanch What an Idea Sirji campaign .
Taj Mahal campaign .
Education for all .- Sponsorship of the Idea International Indian Film
Academy awards.
- Television programs Idea Rocks India,Idea Star
Singer and Idea Andhra Idol.
- Tied up with NDTV & Nanhi Kali, an NGO for
underprivileged children.
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DIFFERENTIALS(How our product is
different from others?)
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DIFFERENTIALS NETWORK OF OVER 1,000 SITES WHICH
PROVIDES A LUXURY EXPERIENCE,UNLIKEANY OTHERS IN THE WORLD.
HIGH SPEED INTERNET .
DIALER TONES IN 19 LANGUAGES .
AROUND 1 LAKH SONGS IN 21 DIFFERENT
LANGUAGES .
WIDE RANGE OF WALLPAPERS, MOBISODES
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SUPERIOR VOICE CLARITY.
INTRODUCTION OF GPRS ON ITS NETWORK, IDEA
ALSO SUPPORTS THE USE OF THE GPRS PHONE
AS A MODEM .
15000 RETAIL OUTLETS & OVER 60 MY IDEA
SERVICE CENTERS IN MUMBAI .
ALERT MUMBAIKAR, DISASTER MANAGEMENT
CAPABILITY.
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PLANS OF IDEA
IDEA: NOKIA HANDSET BUNDLE OFFER
IDEA: NEW MY GANG OPTION 1
IDEA: NEW MY GANG OPTION 2
IDEA LIFE TIME
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STAGING(what are the moves of the
company?)
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STAGING
2006 - Became part of Aditya Birla Group.
Acquired Escorts Telecommunications Limited &
renamed asIdea Telecommunications Ltd. ,
reached the 10 million subscriber mark.
2008 - Launched its services in Mumbai Circle
and reached the twenty million subscriber mark.
STAGING
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STAGING
Expansion in 22 service areas such as AndhraPradesh, Delhi, Gujarat, Haryana, Maharashtra etc.
Future expected moves To operate in Bihar, TamilNadu, Jharkhand and Orissa.
Network covers about 60% of the country.
Acquisition with spice telecom. To garner 20% of the net additions of around 3.5 lakh
customers per month in the Mumbai circle in the next
one year.
Staging in terms of number of
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Staging in terms of number ofIdea subscribers:X-Axis: Year
Y-Axis: Number of Subscribers in Millions.
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ECONOMIC
LOGIC(Cost consideration ?)
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ECONOMIC LOGIC
The economic
consideration during
this project that how
idea cellular can drag
the subscribers from
competitors.
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ECONOMIC LOGIC
The growth rate of profit depends upon marketshare.
More than 80% of Mumbai's population owns
mobile phones compared with an all India
average of just 26% .
Expected market share 14.5 million
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ECONOMIC LOGIC
Idea tied up with Axis bank.
Its an option for customer to pay monthly bills &
Will be available absolutely FREE. Rigorously testing to ensure the effectiveness
of all promotion expenditures.
Testing involves communication and feedbackfrom subscribers .
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CONCLUSION
WEBLIOGRAPHY &
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WEBLIOGRAPHY &BIBLIOGRAPHY
www.yahoo.com
www.google.com
www.ideacellular.com OPERATIONS RESEARCH by S.D. Sharma
http://www.yahoo.com/http://www.ideacellular.com/http://www.google.com/http://www.yahoo.com/8/14/2019 Idea Mobile - Operations Management
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THANK YOU