SUBMITTED TO

INSTITUTE OF MANAGEMENT TECHNOLOGY

GHAZIABAD.

Submitted by:

Gaurav Sharma.
Roll No. 52102591.
Semester- VI (Marketing)
 CONTENTS

1. Acknowledgement

2. Declarationu

3. Preface

4. An Introduction to the company

5. Tariff plans

6. Swat analysis

7. Concept of Customer Satisfaction

8. Objectives of the study

9. Research Methodology

10.Precautions

11.Result analysis

12.Conclusion

13.Recommendations

14.Limitations

15.Questionnaire

16.Bibliography
 Acknowledgement

I wish to express my sincere thanks to my guide _____________________

for guiding me throughout the project and helping me to improve my

understanding of the subject further. During the period Mr. Rajesh provided

me the key information and support on my project assessment of customer

satisfaction and spared his valuable time for my trivial work.

GAURAV SHARMA
 DECLARATION

I, Gaurav Sharma, Student of M.B.A. (3rd year) of Institute of Management

Technology, Ghaziabad hereby declare that the Training Report entitled,

“Assessment of Customer Satisfaction” in IDEA Cellular Ltd.,Noida is an

original work and the same has not been submitted to any other institute for

the award of any other degree.

Signature of Candidate
 PREFACE

Techniques adopted in the classroom can replace the inevitable need

of practical experience.

There has been much progress recently in filling the gap between

theory and Practical by different programmes. Master of Business

Administration, a two year duration Course in Management is conducive to

prepare professional managers to cope with main requirement of Indian

society i.e. to achieve optimum utilization of resources. This course enables

a student to build a foundation of theoretical knowledge in Business

Administration.

Our Institute has also provision for imparting training to the students.

Accordingly, I underwent practical training in Idea Cellular Ltd., Noida.

The Training programme gave me insight in to the working of an

organization and application of some important concepts that I have been

studying as a student of Business Administration.

 I have tried my best in this work yet I do not have misconception of

its being perfect. Any criticisms will me more proficient in any future work.

GAURAV SHARMA
Introduction
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.

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.

Our Circles

The Indian telecommunications market for mobile services is divided into 23

“Circles”. There are four “metropolitan” Circles, covering the cities of

Mumbai, Delhi, Kolkata and Chennai, and 19 Circles classified by the

Government as category “A”, category “B” or category “C”, which cover the

rest of India. These classifications are based principally on a Circle’s revenue

generating potential, with metropolitan and category A Circles having the

highest revenue potential.

Established Circles

We operate in the metropolitan Circle of Delhi, the category A Circles of

Andhra Pradesh, Gujarat and Maharashtra, and the category B Circles of

Haryana, Kerala, Madhya Pradesh and Uttar Pradesh (West).

Licenses for the Maharashtra and Gujarat Circles were awarded to us in

December 1995, with network rollout and commercial launch achieved in

1997. Subsequently, in January 2000, we merged with Tata Cellular Limited,

the mobile operator in the Andhra Pradesh Circle, and integrated its

operations into ours by January 2001. In February 2001, we acquired RPG

Cellcom Limited, the mobile operator in the Madhya Pradesh Circle, with full

integration of this Circle with ours achieved by June 2001. We acquired the

license for the Delhi Circle during the fourth mobile license auction in October

2001, with network rollout and commercial launch by November 2002.

Escotel Mobile Communications Private Limited (“Escotel”), which we

acquired in January 2004, was awarded the original licenses in the Circles of

Haryana, Uttar Pradesh (West) and Kerala. We re-branded these Circles and

integrated them with ours by June 2004.

New Circles

In connection with the acquisition of Escotel, we also acquired Escorts

Telecommunications Limited (“Escorts”), which was awarded licenses for the

New Circles. Due to certain existing license conditions we were unable to

complete the transfer of shares of Escorts until June 2006. However, we

ensured that Escorts met the first phase of network requirements for these

New Circles in June 2005 in accordance with the relevant licenses (as

amended following the payment of a penalty by us on behalf of Escorts).

Following significant investment by us in the roll-out of the network in the

New Circles, amounting to approximately Rs. 4,678 million upto September

30, 2006, we were able to achieve full commercial launch of mobile services

in the New Circles between September and November 2006 in a manner

which also met the network roll-out requirements of the licenses which were

to be completed by June 2007.

History
The chronology of key events of the Company from Acquired Escotel, incumbent cellular service
incorporation is set out below: provider in Haryana, UP(W) & Kerala and
new licensee in HP
Calendar year Events

2007
Won an award for the "CARE" service in the
"Best Billing or Customer Care Solution" at the
GSM Association Awards in Barcelona, Spain

Initial Public Offering aggregating to Rs. 28,187

million and Listing of Equity Shares on the
Bombay Stock Exchange and the National Stock
Exchange

Merger of seven subsidiaries with Idea Cellular

Limited

Reached the twenty million subscriber mark

2006
Became part of the Aditya Birla Group
subsequent to the TATA Group transferring its Brand IDEA launched Delhi operations
entire shareholding in the Company to the commence (Nov)
Aditya Birla Group

Acquired Escorts Telecommunications Limited

(subsequently renamed as Idea
Telecommunications Limited)

Restructuring of debt

Launch of the New Circles

Reached the 10 million subscriber mark

Received Letter of Intent from the DoT for a new

UAS License for the Mumbai Circle.

Received Letter of Intent from the DoT for a new

UAS License for the Bihar Circle through Aditya
Birla Telecom Limited. ABNL, the parent of
Aditya Birla Telecom Limited, pursuant to a Acquired RPG Cellcom, service provider in
letter dated November 22, 2006, agreed to Madhya Pradesh (Feb) Awarded
transfer its entire shareholding in Aditya Birla
Telecom Limited to the Company for the
consideration of Rs. 100 million.

2005
Reached the five million subscriber mark

Turned Profit Positive

Won an Award for the "Bill Flash" service at GSM

Association Awards in Barcelona, Spain

Sponsored the International Indian Film

Academy Awards

2004
 MoU for merger between Birla AT&T and
Tata Cellular Limited Andhra Pradesh
signed (Jan)

Birla AT&T commence Cellular operations

Maharashtra & Gujarat

We are part of the Aditya Birla Group and all our Promoters are companies belonging to the
Aditya Birla Group.

Our Mission
Key People
Board of Directors -

Mr. Kumar Mangalam Birla (Chairman)

Smt. Rajashree Birla

Mr. M.R. Prasanna

Mr. Saurabh Misra

Mr. Sanjeev Aga (Managing Director)

Mr. Arun Thiagarajan

Ms. Tarjani Vakil

Mr. Mohan Gyani

Mr. Biswajit Anna Subramanian

Mr. Gian Prakash Gupta

Management Team -

Corporate Leadership Team

Mr. Sanjeev Aga, Managing Director

Mr. Anil J. Jhala, Chief Financial Officer

Mr. Anil K. Tandan, Chief Technology Officer

Mr. Prakash K. Paranjape, Chief Information Officer

Mr. Pradeep Shrivastava, Chief Marketing Officer

Mr. Navanit Narayan, Chief Service Delivery Officer

Mr. Vinay K. Razdan, Chief Human Resource Officer

Mr. Rajat K. Mukarji, Chief Corporate Affairs Officer

Mr. Rajesh K. Srivastava, Chief Materials & Procurement Officer

Mr. Aniljit Singh, Chief Officer - Business Strategy

Mr. Ambrish Jain, Chief Operating Officer, Corporate

Mr. Himanshu Kapania, Chief Operating Officer, Corporate

Circle Heads

Mr. Iyer Subbaraman S., Chief Operating Officer, Andhra Pradesh

Mr. Rajendra Chourasia, Chief Operating Officer, Madhya Pradesh & Chattisgarh

Mr. Atul Chaturvedi, Chief Operating Office, Delhi

Mr. Cherian Peter, Vice President - Operations, Haryana & Himachal Pradesh

Mr. T. G. B. Ramakrishna, Chief Operating Officer, Kerala

Mr. Sashi Shankar, Chief Operating Officer, Mumbai

Mr. P.Lakshminarayana, Chief Operating Officer, Maharashtra & Goa

Mr. Virad Kaul, Chief Operating Officer, Uttar Pradesh (West)

Mr. Naozer Firoze Aibara, Chief Operating Officer, Uttar Pradesh (East)

Mr. Puneet Krishnan, Vice President - Operations, Rajasthan

Mr. Arul Bright, Chief Operating Officer, Gujarat

Mr. M. D. Prasad, Vice President - Operations, Bihar

Mr. Vijay Grover, Chief Operating Officer, East

Our Partners
IDEA welcomes all businesses and individuals interested in partnering

with us to enhance and strengthen the IDEA products & services

portfolio.

To explore such potential partnerships, kindly get in touch with us by

submitting the Partners Form.

Some of our Technology and Content Partners:

VAS

Onmobile Asia Pacific Ltd

Cellebrum India Ltd

Siddhivinayak Astro Services Ltd.

Kodiak Ltd

Mauj

Net4nuts India Ltd

Yahoo

Rediff
Indiatimes

Mobile2win

Sify
NDTV

ROAMING
Roamware.inc

Starhome

Bharti Telesoft

MARKETING COMMUNICATIONS

Lowe India Pvt Ltd

Insight Media Ltd

NETWORK

Nokia

Ericsson

Siemens

BILLING

Atos Origin
Brand Information
The brand Idea

It is almost impossible to disintegrate brand Idea from the

corporate Idea. Brand values are the company values and

vise versa.

Brand Vision: It goes without saying that the brand vision

of idea mirrors the company’s vision. The brand mission

statement is...... To be the most customer-focused mobile

service brand, continuously innovating to help liberate our

customers from the shackles of time & space.

IDEA - Brand Values

Innovate. Stimulate. Liberate....

It is these brand values, which have made us a formidable player in the telecom

industry. Innovations that stimulate the customer and liberate him from the shackles

of time and space are the core of our brand. This is what we strive for. Nothing

more, nothing less, nothing else.

IDEA - Brand Mission

The India footprint Idea

Anywhere connectivity - bringing India closer.

The Technology Advantage Idea

Tomorrow's technology to enrich today.

The Customer Focus Idea

Make a single interaction a lasting relationship.

The Employee Focus Idea

Nurture the roots that nurture our ideas.

Brand Initiatives -

Our aim, through media buying and planning, is to create year round impact. With the

objective of Strengthening our brand, we work with strategic communication partners on

campaigns like sponsorship of the Idea International Indian Film Academy awards and

the television programs “Idea Rocks India”, “Idea Star Singer” and “Idea Andhra Idol”. We

seek engagement with subscribers on a variety of levels, from major celebrity fashion

shows to small local events timed to coincide with new product offerings.

Since August 2003, we have commissioned a Brand Track Index Study to evaluate the

health of our brand. The Brand Track Index Study is a monthly study conducted by TNS,

a marketing consultant engaged by us to evaluate our brand using face-to-face interviews

on a random sample of mobile users a well as those Intending to purchase mobiles within

the next three months. According to the study our brand is perceived as
“reliable/trustworthy” and one that “offers cheaper and good promotional offers”. We have

improved our rating in the Brand Track Index calculated by the study in the past year

reflecting, we believe, the growing strength of our brand.

The main communication medium for the Idea brand is television, where we seek

strategic Idea brand coverage in various formats. Billboards and hoardings are used as a

secondary medium, customized for specific regional preferences to communicate

effectively at the local level. We also use other mass communication media such as the

press and radio to communicate price plans and other tactical and customer information.

All our key initiatives are subjected to a rigorous testing and launch process to ensure

accountability for all advertising spend and improve the chances of success of a new

product. This process is followed up with extensive briefing of call center agents and

sales personnel and real-time tracking of the impact of the communication and feedback

from subscribers.
Our Values

Values We Value :
Integrity - Honesty in every action

At Aditya Birla Group, Integrity is defined as: Acting and taking decisions in a manner

that is fair, honest, following the highest standards of professionalism and also

perceived to be so. Integrity for us means not only financial and intellectual integrity,

but in all other forms as are commonly understood.

Key words that connote Integrity are:

Ethical

Truthful

Principled

Transparent

Upright

Respectful

Commitment - deliver on the promise

At Aditya Birla Group Commitment is defined as: On the foundation of integrity, doing

whatever it takes to deliver value to all stakeholders. In the process, taking ownership

of our actions and decisions, those of our team and that part of the organization that

we are responsible for.

Key words that connote commitment are:

Accountability

Discipline

Responsibility

Result -orientation

Self-confidence

Reliability

Passion - energized action

At Aditya Birla Group Passion is defined as: A missionary zeal arising out of emotional

engagement with the organization that makes work joyful and inspires each one to

give his or her best. Relentless pursuit of goals and objectives with the highest level of

energy and enthusiasm, that is voluntary and spontaneous.

Key words that connote passion are:

Intensity

Innovation

Transformational

Fire-in-the-belly

Inspirational

Deep sense of purpose

Seamlessness - boundryless in letter and spirit

At Aditya Birla Group, Seamlessness is defined as:

Thinking and working together across functional silos, hierarchies, business and

geographies. Leveraging the available diversity to garner synergy benefits and

promote openness through sharing and collaborative efforts.

Key words that connote Seamlessness are:

Teamwork

Integration

Involvement

Openness

Global

Learning from the best

Empowering

Speed - one step ahead always

At Aditya Birla Group, Speed is defined as: Responding to internal and external

customers with a sense of urgency. Continuously seeking to crash timelines and

choosing the right rhythm to optimize organization efficiencies.

Key words that connote Speed are:

Response time

Agile

Accelerated

Timelines

Nimble

Prompt

Proactive

Decisive
Press Releases - New Releases

CORPORATE
Idea Cellular and IBM Ink a 10 year Business Transformation Pact
(Mumbai, March 21, 2007)
Ericsson signs three-year GSM expansion contract in India with IDEA Cellular
(Pune, February 27, 2007)

ANDHRA PRADESH
IDEA Extends Reach To 500 Towns In Andhra Pradesh
(Hyderabad - 2nd August 2006)
IDEA presents "Jalsa"
(Hyderabad - 26th May 2006)

DELHI & NCR

IDEA launches unbeatable offers in prepaid
(New Delhi - 22nd March 2006)
IDEA plans massive expansion in Delhi. Adds 400 cell sites to reach 1 Million Subscribers
(New Delhi, December 8 2005)

GUJARAT
The IDEA Vraj Mela - A tribute to LORD KRISHNA on JANMASHTAMI
(Ahmedabad - 11th August 2006)
IDEA crosses 1 Million subscriber mark in Gujarat
(Ahmedabad - 21st March 2006)

HARYANA
IDEA Haryana crosses base of half a MILLION (5 LAKH) subscribers
(Sonepat - September 9, 2006)
IDEA offers bouquet of services for its pre-paid customers of Haryana
(Haryana- October 19, 2005)

HIMACHAL PRADESH
IDEA commences operations in Himachal Pradesh
(Shimla, Himachal Pradesh - 6th September 2006)

KERALA
IDEA ties up with Mobily to offer International Roaming in Kingdom Of Saudi Arabia
(Kerala - 3rd October 2005)
IDEA launches new number series 99470
(Kerala - 6th September 2005)

MADHYA PRADESH & CHATTISGARH

Idea MPCG Announces Winners of the 10 lac celebrations
(Indore, December 4, 2006)
IDEA adds over 50 towns in 2 months
(Indore - 12th May 2006)

MAHARASHTRA & GOA

IDEA reduces the prepaid tariff to 50p per minute for calls to any phone in Mumbai, Maharashtra & Goa
RAJASTHAN
IDEA commences operations in Rajasthan
(Jaipur, Rajasthan - 12th October 2006)

UTTAR PRADESH (East)

IDEA launch in Uttar Pradesh (East) Unifies Uttar Pradesh
(Lucknow, 1st November 2006)

UTTAR PRADESH (West)

IDEA Customer Manish Gahtodi becomes "Lakhpati"
(Meerut - 17th March 2006)
12 Idea UP West Customers have won Diamond Jewellery worth Rs. 20,000 under "Idea’s
Girls Best Friend Offer"
(Meerut - 9th March 2006)

Our Promoters

The Aditya Birla Group 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. Its 66 state-of-the-art manufacturing units and

sectoral services span India, Thailand, Indonesia, Malaysia, Philippines, Egypt,

Canada, Australia and China.

A US$ 6.7 billion conglomerate, with a market capitalization of US$ 7 billion, it is

anchored by an extraordinary force of 72,000 employees belonging to over 20

different nationalities. Over 30 per cent of its revenues flow from its operations across

the world.

A premium conglomerate, the Aditya Birla Group is a dominant player in all of the

sectors in which it operates. Such as viscose staple fiber, non-ferrous metals, cement,

viscose filament yarn, branded apparel, carbon black, chemicals, fertilizers, sponge

iron, insulators and financial services.

The Group has also made successful forays into the IT and BPO sectors.
Currently around 57 percent of our Equity Shares are held by our Promoters who are

companies belonging to the Aditya Birla Group.

Our Promoters are –

1. Aditya Birla Nuvo Limited

2. Grasim Industries Limited

3. Hindalco Industries Limited and

4. Birla TMT Holdings Private Limited.

Coverage
Idea Cellular Ltd has seen phenomenal growth since its inception. Idea Cellular's

footprint idea is to first achieve critical mass, then drill deep instead of spreading

thin.

In keeping with this, the company has been providing excellent service to its

subscribers in various states. It controls a portfolio of India's most attractive and

contiguous telecom geographies, including the circles of Andhra Pradesh & Delhi

(inclusive of NCR), Gujarat, Haryana, Himachal Pradesh, Kerala, Madhya

Pradesh & Chattisgarh, Maharashtra & Goa (excluding Mumbai), Rajasthan,

Uttar Pradesh (W), Uttar Pradesh (E). With a footprint dominating the map of

India, Idea Cellular accesses over 60% of India's total telephony potential. The

company is now poised to launch its services in new circles - namely Mumbai and

Bihar.

Idea Cellular Ltd, however, does not believe only in increasing geographic footprint -

it also drills deep and successfully attempts to provide excellent network coverage in

all its circles of operations.

Towns Covered in Haryana
 Regional Roaming National Roaming
Areas Available Available All Over India

• Delhi
• U.P. (East & West)
• Punjab
• Haryana
• Himachal Pradesh
• Rajasthan
• Gujarat
• Andhra Pradesh
• Maharashtra
• Kerala
• Madhya Pradesh

• Chattisgarh
Security: No Additional Sec. Security : NIL/-

Monthly Rent: Nil Monthly Rent: Nil

Call Charges:

Charges Rs.
Sl No. Description
Per Minute
Outgoing calls
1 Local calls / intra circle calls 1
STD (Inter-circle) Calls to mobile phones
2 1.50
& Fixed Phones
3 ISD calls
USA, Canada, Europe+UK (fixed), 9.49
SEA, Australia and New Zealand
Gulf, SAARC, Africa, ROW1, UK 12.28
(Mobile)
ROW II 52.19
INMARSAT Calls 502.29
4 SMS MO 3.45
5 SMS MT Nil
6 Incoming Calls 1

Security Deposit : Rs. 7500/-

Monthly Rent : Rs. 149/-

Call Charges : As per Visiting Country

 International Roaming Tie-Ups
S.N S.No
o. Country Operator name . Country Operator name
1 ALBANIA VODAFONE 48 MAURITIUS EMTEL
2 AUSTRALIA Vodafone (Inroaming Only) 49 NETHERLANDS LIBERTEL
3 AUSTRIA Connect One GmbH 50 NETHERLANDS Dutchtone/Orange
4 AUSTRIA Mobilkom 51 Norway Netcom
5 BAHRAIN BATELCO 52 Oman Omantel
6 BANGLADESH GRAMEENPHONE 53 PHILLIPINES SMART GOLD
7 Belgium Mobistar 54 Poland PTK Centertel/IDEA
8 Bulgaria Mobitel 55 Poland POLKOMTEL
9 CZECH REPUBLIC EUROTEL 56 Poland PTC
10 CZECH REPUBLIC T MOBIL/RadioMobil 57 PORTUGAL VODAFONE/Telcel
11 Cyprus Cyta Telecom 58 PORTUGAL Optimus
12 Denmark Telia 59 PORTUGAL TMN
13 FINLAND RADIO LINJA 60 Qatar Qtel
14 FINLAND SONERA 61 RUSSIA NORTHWEST/Megafon
15 FINLAND Telia 62 RUSSIA K B Implus
16 FRANCE BOUYGUESS 63 RUSSIA MTS
17 FRANCE France Telecom/Orange 64 Saudi Arabia STC
18 GERMANY E plus 65 SINGAPORE SING TEL 1800
19 GERMANY Mannesmann/Vodafone 66 SINGAPORE SING TEL 900
20 GERMANY Viag Interkom/O2 67 SINGAPORE MOBILEONE
21 GREECE PANAFON/Vodafone 68 SINGAPORE STARHUB
22 GREECE TELESTATE/TIM/Stet Hellas 69 Slovak T Mobile/Eurotel Bratislava
23 HONGKONG HUTCHISON 70 Spain Telefonica Moviles/Movistar
24 HONG KONG PEOPLES 71 Spain AIRTEL MOVIL/Vodafone
25 HONG KONG HONG KONG CSL LIMITED 72 Spain AMENA/Retevision Moviles
26 HONG KONG New World PCS 73 SOUTH AFRICA CELL-C (Inroaming Only)
27 HONG KONG Sunday Comm 74 SOUTH AFRICA MTN
28 Hungary Westel/T Mobile 75 SRILANKA CELTEL
29 Hungary Pannon 76 SWEDEN EUROPOLITAN
30 INDONESIA Satelindo/INDOSAT 77 SWEDEN TELIA
31 Ireland Vodafone 78 Sweden Comviq
32 ISRAEL ORANGE /PARTNER (Inroaming Only) 79 Switzerland SWISSCOM
33 ISRAEL CELLCOM 80 Switzerland diAx/Sunrise
34 ITALY T.I.M 81 Switzerland Orange
35 ITALY OMNITEL/Vodafone 82 Taiwan Chungwa Telecom
AIS THAILAND (Outroaming
36 Ivory Coast Loteny Telecom 83 THAILAND Only)
37 Kenya Safaricom 84 THAILAND Orange
38 Kenya KENCELL 85 Turkey TURKCELL
39 KUWAIT MTC 86 UAE ETISALAT
VODAFONE (Inroaming
40 KUWAIT WATANIA 87 UK Only)
41 Liechtenstein Mobilkom 88 U.K One 2 One/T-Mobile
42 LITHUANIA BITE 89 U.K BTCELNET/O2
43 Luxembourg P&T 90 U.K Orange
44 MACAU HTML 91 USA T Mobile
45 MALAYSIA Celcom (Inroaming Only) 92 USA Bell South( now Cingular)
46 Malta Go Mobile 93 Yugoslavia Mobtel
47 MAURITIUS Cellplus 94 Afghan Afghan Wireless
Value Added Services – Haryana

SMS Based:
• Idea Buzz - Subscription Services - 4560456

• Ring Tones, Picture Messages & Logos

• News Updates

• New Hottest Schemes on Phone

• Tarot Prediction

• ISD Through SMS

Voice Based Services:

• Dialer Tones - 456

• Ganesha Speaks - 181

• Radio Station- 4560466

• Back Ground Music- 246

• !dea Buzz-4560456

GPRS Service:
• Idea Fresh
Others:
• Flash Balance

• Bill Flash

• Tariff Via SMS

CUSTOMER:-

A Customer is a person who brings us his wants. It is our

job to handle them profitable and to ourselves.

Customer oriented thinking requires the company to

define customer needs from the customer’s point of view.

SATISFYING THE TARGET CUSTOMER:-

A Company’s sales each period come from two groups:

New customers and Repeated Customers

It costs more to attract a new Customer then to please an

existing customer. It costs much more to bring the new customer to

the same level of profitability as the lost customer. Customer

Retention is thus more important then customer attraction…

The Key of customer retention is CUSTOMER SATISFACTION.

A highly satisfied customer

• Stays loyal longer

• Buys more as the company introduces new schemes.

• Talks favorable about the company and it’s product.

 • Pays less attention to competing brands and advertising and is

less sensitive to the price.

• Costs less to serve than new customer because transactions are

routinised.

Satisfaction is a person’s feeling of pleasures or disappointment

resulting from comparing a product’s perceived performance in relation

to his or her expectations.

If the performance falls short of expectations, the customer is

dissatisfied.

If the performance exceeds expectations, the customer is highly

satisfied or delighted.
 OBJECTIVES

During this study, the importance of the customer

satisfaction for the telecom operators in Allahabad

city will be analyzed from their view point with the

objective as follows:

- To measure customer satisfaction.

- To identify the various problems faced by the customers.

- To identify the reasons behind the problem.

- To understand the customer preferences and current

market scenario of telecom sector in Allahabad city.

During the study the sub-objectives achieved will be

as follows:

- To find out awareness of customer.

- To study the service providers and their quality service

by the telecom operators in Allahabad city.

 Research Methodology

RESEARCH DESIGN

The project was carried out, keeping in mind the main

objectives of the research. The research design is the conceptual framework

within which the research is conducted. It contains the blueprint for the

collection, measurement and analysis of the data. So research designs

include an online of everything done, from defining the problem in terms of

predefined objectives till the final analysis of data.

METHODOLOGY

My research project calls for an exploratory research. It was a

project, where much of secondary data was not available and emphasis was

on the customer. Secondly, while studying the customer behavior, I was able

to focus on the main growing segment.

DATA COLLECTION:

1. Primary data: Primary data is collected from surveys conducted

through systematic gathering of data from structured sample of the

customers through questionnaires.

2. Secondary Data: Secondary data is provided by the company. For

the collection of the data, a questionnaire was completely according to

the subject of my study. Questionnaire method was chosen as it

provides reality and also recorded attitude and opinion.

Sample Size

The sample size that was chosen for the customer survey was kept to 50, the

sample size was in accordance to the standard set for the customer service.

The respondents were mostly youth and earning professionals and taken in

to account who were beyond 22 years of age.

 PRECAUTIONS TAKEN

1. Data/ information that are readily available and easy to

remember were asked for.

2. Specific information demanded.

3. Leading questions were avoided.

4. Questions were asked in logical sequence to avoid

unnecessary repetition and explanation.

5. The length of interview was kept between acceptable

limits within 15 minutes for each customer visit.

 LIMITATIONS OF THE STUDY

1. The study holds good only for sonepat.

2. The personal bias of the researchers and respondents

may have crept in.

3. Only 100 customers were surveyed.

4. The manpower for the survey was limited to the single

person.
 SWOT ANALYSIS

STRENGTH:

1. Company’s Reputation.

2. Market Share.

3. Quality and Service Reputation.

4. IMCL is a part of world 1 Network.

5. GSM and Nokia advantages.

6. GPRS Services.

WEAKNESS:

1. Add-on packs activation problem through SMS.

2. Weak cellular operations at some of the areas around

Rewari.

OPPORTUNITIES:
 1. With the business becoming more mobile these days,

the use of cellular phones is increasing.

2. Usage of cellular phones is increasing as the people are

becoming more status conscious.

3. By the time in coming calls have become free, now it

has become the need of everyone.

4. The validity of license of cellular companies has been

increased from 10 years to 15 years.

5. Non-efficient working of DOT phones can be considered

as opportunity for cellular company.

THREATS:

1. New players are entering in to the cellular

communication business.

2. The cellular networks are technology based and the

technology is fast changing these days.

3. Government regulated industries.

 DATA ANALYSIS & INTERPRETATION

Q2: Purpose of using Cellular

Phones
Respond Social Busine Incoming Outgoin
ents ss Calls g Calls
Result 18% 56% 16% 10%

60% 56%
50%
40%
30%
18% 16%
20%
10%
10%
0%
Social

Incomming

Outgoing
Business

calls
calls

Ans: 18% customers use cellular services for

social purpose, 56% customers use cellular

services for Business, 16% are use only for

incoming and last 10% customers use the

services for out going calls.

 Q4: Factors influencing
customers decision to buy the !
dea Brand
Respond Tried Friends Advertis Local Bran
ents & & ing & Deale d
Teste Family Media r Imag
d Membe e
rs
Result 6% 23% 34% 20% 17%

34%
35%
30%
23%
25% 20%
20% 17%
15%
10% 6%
5%
0%
sted

di a

e
ers

ler

Ima g
l Dea
& Me
e mb
& Te

d
i ly M

Loca

Bra n
g
Tri ed

rti sin
Fam

Adv e
ds &
Frien

Ans: 6% customers use Idea services after

Tried & Tested, 23% customers use Idea
services in influence of Friends & Family
Members, 34% customers use idea services
through information by Advertising & Media,
20% customers getting information through
Local Dealer and the last 17% customers use
idea brand by the brand image only.
 Q5: Cellular Services
Responden Very Useful Not so
ts Useful useful
Result 56% 40% 4%

4%

40% 56%

Very Useful Useful Not so useful

Ans: 56% satisfied customers think cellular

services very useful, 40% customers think it

useful and last 4% customers think cellular

services not so useful.

Q6: Cost of services
Responde Reasonabl Expensiv Very
nts e e Expensive
Result 52% 39% 9%

9%

52%
39%

Reasonable Expensive Very expensive

Ans: 52% Customers find the Cost of service

Reasonable after that 39% think it expensive

and then 9% thinks it very expensive.

 Q7: Are you aware of
Value Added Services
Responde Yes No
nts
Result 93% 7%

7%

93%

Yes No

Ans: 93% Customers are aware about the value

added services and only 7% customers are

there who do not aware about the Value added

services.
 Q10: Do you face any
problem in cellular services
Responde Yes No
nts
Result 4% 96%

4%

96%

Yes No

Ans: 4% Customers face the problem in Cellular

services and 96% customers do not face any

major problem in Cellular servicers.

Q11: Quality of Service
Respond Excellen Very Good Not so
ents t Good good
Result 46% 32% 17% 5%

5%
17%

46%

32%

Excellent Very Good Good Not so good

Ans: 46% customers find the quality service,

32% think it very good after then 17% find it

good and 5% think it not so good service.

Q13: Doubt clarification
at !dea Office
Responde Satisfied Not
nts Satisfied
Result 93% 7%

Satisfied Not Satisfied

7%

93%

Ans: 93% satisfied customers and 7%

customers are not satisfied about doubt

clarification at Idea office.

 Q14: Satisfaction from
customer handling at local !
dea office
Respond Highly Satisfac Little Not Totally
ents Satisfi tory Satisfi satisfi Dissatisf
ed ed ed ied
Result 23% 37% 29% 11 0%

11% 0% 23%

29%

37%

Highly satisfied Satisfactory Little Satisfied Not Satisfied Totally Dissatisfied

Ans: 23% customers are highly satisfied, 37%

are satisfied, 29% are little satisfied and only

11% customers are not satisfied from the

customer services in local Idea Office.

Q15: Overall Satisfaction from the
company as a whole
Respond Very Satisfi Neither Dissatisf
ents Satisfi ed Satisfied ied
ed Nor
Dissatisfi
ed
Result 25% 61% 8% 7%

70
61%
60
50
40
30 25%

20
8%
10 7%

0
Dissastifed
satisfied nor
Satisfied

Satisfied

dissatisfied
Very

Neither

Series1

Ans: 61% satisfied customers are from the

company as a whole below 25% are very

satisfied after that neither satisfied nor

dissatisfied are 8% and last Dissatisfied

Customers are 7%.

Q16: Would you repeat the !dea
Brand
Respond Yes No
ents
Result 93% 7%

7%

93%

Yes No

Ans: 93% satisfied customers are from the

company as a whole want to repeat the Brand

below 7% customers do not want to repeat the

brand.
 Problems and Complaints

Although all the Products and Services of the

company are of best of quality and features giving a

maximum trouble free cellular operations to the

customers and most of the customers are fully

satisfied with the services as well as the product of

the company but, still the services do trouble shooter

as times as subjected to the various problems.

Major complaints:

1. Cellular operations not working properly at some areas.

2. VAS activation problem.

3. Add-on packs activation through SMS.

 Recommendations

1. Number of sales people in the market should be

increased so as to cope with the ever expending

market.

2. Company should focus its communication efforts on the

more attractive customers. These efforts include

sending communication that don’t sell the customer

anything but rather maintain the customer’s interest in

the company and its product. Such communication may

include booklets, newsletters and diaries, all of which

serve to build a stronger relationship.

3. Whenever !dea achieves high customer satisfaction

ratings, the target market must be made aware of it.

4. Management should focus its energies on the attributes

which the customers see as the most important in

determining their own satisfaction.

5. Customer Care Department should keep in touch with

the customers to check weather the services is meeting

the customer’s expectation. They should also ask for

any service improvement, suggestions and any specific

 disappointments. This information will help !dea

continuously improve its performance.

6. Certain communication skills required are

To Do - Make Recommendation

Get to problems

Talk to our Future together

Not to Do - Make Justification

Only responds to the problem

Talk about our making in the past

7. Efforts should be made to resolve customer’s

complaints within hours and to emphasis on within 24

hours services.

8. ICL should go beyond satisfying particular customer to

discovering and correcting the route cause of the

problem.

9. As the market is price sensitive, the effort should be

made to chalk out more diverse customer friendly tariff

plans.

10. Advertising campaign done by IMCL is satisfactory.

But is should be more comprehensive and elaborate.

11. IMCL should organize or at least offer sponsorship

in village fairs, meals, etc. As there is large potential in

the rural market, this would enhance the brand image

plus give as impetus to the sales.

12. Some gifts to the customers can also be beneficial

to increase the brand loyalty to some more extent and

also help in increasing of sales.

13. Effective advertisements and promotional activities.

 Questionnaire
For the kind attention of the respondent: Sir, I

Request you for your kind cooperation in helping me

preparing a report on the cellular phone industry. You are

requested to kindly give your views. Your information shall

be kept confidential.

1. Since how long you have possessed a cell phone?

Ans: _____________________________________

2. For what purpose do you generally use it?

(a) Social

(b)Business

(c) Incoming

(d)Outgoing

3. What is your average monthly bill?

4. What influenced your decision to buy this particular brand?

(a) Tried and tested by you

(b)Friends and Family Members

(c) Advertising & Media

(d)Local Dealer

(e) Brand image

5. Do you find cellular services?

Very useful Useful Not so

useful

6. Do you find costs of services are?

(a) Reasonable

(b)Expensive

(c) Very Expensive

7. Are you aware of the value added services provided by the

Idea cellular company?

Yes

No

8. If yes what are they?

9. What other information or benefits do you expect from cellular

services?

10. Do you face any problem in cellular services?

Yes No

11. How do you find quality of services?

(a) Excellent

(b)Very good

(c) Good

(d)Not so good
 12. *Have you ever visited local Idea Office?

Yes No

(*If not you are requested to skip to Question no. 16)

13. Did you visit the office with reference to some query? Were your doubts

clarified to your satisfaction?

Yes No

13. How welded you receive the customer handling at the idea Office?

(a) Highly satisfied

(b) Satisfactory

(c) Little satisfied

(d) Not satisfied

(e) Totally Dissatisfied

14. Are you Satisfy from services of the company as a whole?

(a) Very Satisfied

(b) Satisfied

(c) Neither satisfied nor Dissatisfied

(d) Dissatisfied

15. Would you like to repeat the same brand whenever you happen to make your next

purchase?
Yes No
 BIBLOGRAPHY

(a) Kothari C.R. Methodology (1997) Rishikesh

Publication IInd Edition

(b) Marketing Management by Philip Kotler.

(c) Company Review Reports.

(d) Magazines as Business world, Business Today etc.

(e) Customer Driver Quality Management by

Endosomwan.

(f) Idea web site www. Ideacellular.com.