By-Surbhi jain

Aishwarya sharma (Section A)

!dea

A

Availability(PLACE)

Acceptability(PRODUCT)

Awareness(PROMO)

Affordability

(PRICE)

4 A’s of Rural Marketing:

Awareness:

IDEA JALSA- A MUSICAL ODYSSEY - Had More Than 100 Million Viewers On Zee TV !- Radio coverage

PANCHKOTI MAHAMONEY winner of 5 crore prize money on KBC was powered by idea and we all know TRP of KBC.

Availability: Birla Comm. Started in 1995 in

Gujarat & Maharashtra. Merged with Tata for Andhra Pradesh. Acquired RPG cellular for MP. Named it as “!dea” before entering

Delhi. Debt restructuring was done to cater

to rural market. Acquired Escorts telecom before

entering Bihar. Acquired Spice to enter Punjab.

.The current price of Idea Prepaid Sim card is Rs. 30. In this price they gave Rs. 10 talk time and life time validity because of more competition in market.

Idea Cellular is right now in the maturity stage, because there has also been an increase in competition; new companies like Reliance GSM, Aircel etc. also enter into the market.

Affordability:

Objectives will be accomplished this way? How?

To increase the market share

To achieve high return on capital

To increase awareness of the product in market

To fight with competitors

Key Promoters: Nokia mobiles,Bejan Daruwala(Astrologer) as VAS. Idea gives “Bazar-Bhav” on Mobiles. Idea’s “Call mumbai india’s Campaign” recorded

9.5 million calls to Sachin Tendulkar. Free Diamond pendants on every prepaid

connection. Free first 2 minutes call anywhere in India. Helpline for conversation in 16 Indian Languages. Use of Biofuels to extend mobile coverage in Rural

India.

Awareness:

Idea’s Sustainability Initiatives the telecommunication sector has revolutionized

the way we communicate and share information, thereby helping over 800 million Indians stay connected, over the last two decades.

The telecom industry globally is cognizant of the fact that it needs to lighten its carbon footprint. And, in the Indian telecom sector, Idea is leading the search for green energy options

ACCEPTABILITY

Network Infrastructure initiatives

In our effort to give back to the environment and reduce the collective carbon foot print of the telecom sector in India, Idea pioneered the concept of ‘Shared Telecom Infrastructure’ services, along with a few other industry leaders in the wireless space. This initiative is committed towards continuous innovation endeavors; optimization of future tower rollouts; and enhanced operational efficiencies leading to a substantial reduction of carbon foot print.

Communication initiatives

With a subscriber base of nearly 10 crore , IDEA has an opportunity to influence a large mass of people by promoting green initiatives through our various communication programs and customer service initiatives.

It was Idea which germinated the thought of ‘Use Mobile, Save Paper’ in the minds of millions of mobile users in India, with its aggressive yet thought provoking campaign. Idea designed the campaign to highlight numerous ways of saving paper, and thereby saving the green cover necessary for the health of the planet, by using a range of mobile based value added services in day-to-day activities to replace paper.

  There are three types of distribution

strategies.1.Exclusive distribution2.Selective distribution3.Intensive distribution

Exclusive Distribution: Exclusive distribution means severely limiting the number of

intermediaries. It is appropriate when the producer wants to maintain control over the service level &outputs offered by the resellers & it often includes exclusive dealings arrangement by granting exclusive distribution, the producer hope to obtain more dedicated & knowledgeable.

Selective Distribution: Selective distribution relies on more than a few but less than all of the

intermediaries willing to carry a particular product. It makes sense for established companies seeking distributors.

DISTRIBUTION STRATEGY

Intensive Distribution: In intensive distribution the manufacturer places

the goods or services in as many outlets as possible. This strategy is used for items such as snack foods, softdrinks, newspapers, candies etc

Distribution Strategy for Idea Cellular: We will use selective distribution. It involves the

use of less intermediaries who are willing to carry the particular product. It can gain adequate market coverage with more control and less cost

 

the advertising strategies of Idea Cellular, a leading telecom service provider in India. It explains how Idea promoted its services through several innovative ads via variety of media like TV, print, out-of-home, and radio. Idea had not hired any celebrity to promote its services till late 2007, in contrast to its competitors.

However, when Idea expanded its geographical presence to cover several telecom circles in India, it hired film star Abhishek Bachchan to endorse its brand in October 2007.. Idea also developed several websites to support its ads based on social issues.

Idea also tied up with Indian Premier League (IPL) cricket team, Mumbai Indians, and popular players like Sachin Tendulkar and Zaheer Khan were used to promote the brand. Idea chose to promote its brand where as its competitors focused on promoting their value added services and tariff plans.

Advertising strategies of idea

WHAT AN IDEA SIR Jiiiiiiiiii!!!!!iiiiiiii

THANK YOU