Project Report of Idea

A
PROJECT REPOERT
ON
“MARKETING OF IDEA POSTPAID SERVICES”
CELL CONCEPT, WARDHA
A SUMMER INTERNSHIP PROJECT FOR PARTIAL FULFILMENT

OF REQUIREMENT OF
MBA-1 ST [BUSINESS APPLICATION]
2008-2009
SUBMITTED BY,
MR. PRAFUL M. MOREY
UNDER THE GUIDANCE OF
MISS. RIDDHI DESHPANDE
CENTUM LEARNING CENTER, NAGPUR
AFFILIATED BY ANNAMALAI UNIVERSITY, CHENNAI

CENTUM LEARNING CENTER,
NAGPUR
AFFILIATED BY ANNAMALAI
UNIVERSITY, CHENNA
I
CERTIFICATE
I hereby certify that this project report entitled “MARKETING OF IDEA

POSTPAID SERVICES” AT CELL CONCEPT, WARDHA submitted by Mr.
Praful M. Morey to Centum Learning Center [CLC], Nagpur are
bonafied and original research work carried out under my guidance
and supervision. It is a peace of research of sufficiently high standard
to warrant its submission to college for the award of said degree.
No part of the thesis has been submitted any degree or diploma or

published in any other form. The assistance and the help rendered
during the course of their investigation in the form of basic source
material and the information have been duly acknowledged.
Date:
Place:
Project Guide Director Project In charge

[Miss. Riddhi [Mr. Sanjay Chaure] [Mrs. Smita
Deshpande] Chaure]
2
NAGPURBY
AFFILIATED ANNAMALAI UNIVERSITY,
CHENNAI
ACKNOWLEDGEMENT
I present this project report on “MARKETING OF IDEA POSTPAID

SERVICES” AT CELL CONCEPT WARDHA with a sense of great
pleasure and satisfaction. I undersign with pleasure take this
opportunity to thank all those related directly or indirectly in
preparation of this project report.
I started working on this project under the invaluable guidance of

Honorable Miss. Riddhi Deshpande for which I am very much thankful
for her valued time given for the purpose. Without her co-operation
my project work would have been difficult to complete.
I express my sincere thanks to Mr. Sachin [sales manager] in Cell

Concept, Wardha and the clerical staff in that organization. I am also
thankful to Mr. Sanjay Chaure [Director of our college] and Mrs. Smita
Chaure [Project In charge] to allow me to carry out this project.
Date:
Place:
Mr. Praful M. Morey
3
NAGPURBY
AFFILIATED ANNAMALAI UNIVERSITY,
CHENNAI
DECLARATION
I undersign the students of MBA-1 st [Business Application] hereby
declare that the project report entitled “MARKETING OF IDEA

POSTPAID SERVICES” AT CELL CONCEPT WARDHA is my own work
and completed by me, which is based on our my work experience
during Summer Internship training period, I am submitting this report
for partial fulfillment for the degree of MBA-1 st [B.A.], conducted by
Centum Learning Center, Nagpur Affiliated by Annamalai University,

Chennai.
I have not submitted this project report for fulfillment of any

examination in any college or University for any degree or diploma.
Date:
Place:
Mr. Praful M. Morey
4
“MARKETING OF IDEA
POSTPAID SERVICES”
CELL CONCEPT, WARDHA
5
CONTENT
SR. NO. TOPIC PAGE NO.

CHAPTER 1 COMPANY PROFILE
1.1 Introduction of Idea Company 1
1.2 History of Idea 3
1.3 Future Perspective 5
CHAPTER 2 PROJECT INTRODUCTION

2.1 Project Introduction 7
2.2 Meaning of Marketing 7
2.3 Definitions of Marketing 7
CHAPTER 3 PROJECT RESEARCH

3.1 Postpaid plans of Idea 9
3.2 Marketing Strategies 17
3.3 Complaints of Customers 18
3.4 Features of Idea Postpaid 18
CHAPTER 4 DATA ANALYSYS AND

NTERPRETATION 20
4.1 Data Analysis and Interpretation
CHAPTER 5 FINDINGS AND COMPETITORS
5.1 Findings 28
5.2 Competitors 28
CHAPTER 6 SUGGETIONS AND CONCLUSION

6.1 Suggestion 29
6.2 Conclusion 29
CHAPTER 7 BIBLIOGRAPHY 30
CHAPTER 8 ANNEXURE 31
6
CHAPTER 1
COMPANY PROFILE
1.1 Introduction of Idea Company
IDEA Cellular Limited was incorporated in 1995 and is one of the

leading GSM mobile services operators. Headquartered in Mumbai, it
has licenses to operate in all 22 service areas across the country,
though commercial operations are currently in 16 services areas.
With a customer base of over 47.1 million subscribers, the operations
cover the states of Maharashtra, Goa, Gujarat, Rajasthan, Delhi,
Haryana, Himachal Pradesh, Uttaranchal, Uttar Pradesh, Madhya
Pradesh, Chhattisgarh, Andhra Pradesh, Kerala, and Bihar. Orissa,
and Tamil Nadu will become operational during 2008-09, and Idea will
then cover approximately 90 per cent of the country’s telephony
potential.
IDEA enjoys a market leadership position in many of its operational

areas. It offers GPRS on all its operating networks for all categories of
subscribers, and was the first company in India to commercially
launch the next generation EDGE technology in Delhi in 2003. As a
pioneer in technology deployment, it has been in the forefront
through the adoption of bio fuels to power its base stations, and by
employing satellite connectivity to reach inaccessible rural areas in
Madhya Pradesh.
IDEA has been a leader in the introduction of value added services,

and there are several firsts to its credit, including a voice portal ‘Say
Idea’, Idea TV, voice chat, instant messenger, and many more. Tariff
plans have been customer friendly, catering to the unique needs of
different customer segments, where ‘Women’s Card’ caters to the
special needs of the woman on the move, and ‘Youth Card’ covers
the emerging youth segment. IDEA has won numerous awards and is
the only Indian GSM operator to win the prestigious GSM Association
Award consecutively in the best mobile technology category for the
‘Best Billing and Customer Care Solution’ both in 2006 and in 2007 in
the face of international competition. In 2007 IDEA was listed on the
National Stock Exchange (NSE) and the Bombay Stock Exchange
(BSE).
About IDEA Cellular Limited

A leading GSM mobile services operator, Idea Cellular has licenses to
operate in all 22 service areas of India with commercial operations in
11 service areas. With a customer base of over 26 million, Idea
Cellular runs operations in Delhi, Himachal Pradesh, Rajasthan,
Haryana, Uttar
Pradesh (East), Uttar Pradesh (West) & Uttaranchal, Madhya Pradesh
& Chattisgarh, Gujarat, Maharashtra & Goa, Andhra Pradesh, and
8
Kerala, holds spectrum for Mumbai, Bihar, Orissa, Tamilnadu
(including Chennai), and Karnataka, and licenses for the remaining 6
service areas. With the planned launch of services in Mumbai, Bihar
and Jharkhand in Q3, and Orissa and Tamilnadu (including Chennai)
towards the end of the calendar year, Idea’s footprint will soon cover
approximately 90% of India’s telephony potential. Idea is listed on
the National Stock Exchange (NSE) and the Bombay Stock Exchange
(BSE) in India.
Registered Address: Suman Tower, Plot No. 18,,Sector-11,

Gandhinagar, Gujarat: 382011
Corporate Office: 11/1, Sharada Center Off Karve Road

Pune411004
Maharashtra - India
Management of Idea Cellular:
Name Designation
Mr. Kumar Mangalam Birla Chairman / Chair Person
Mr. Arun Thiagarajan Independent Director
Mr. Mohan Gyani Independent Director
Mr. Biswajit A Subramanian Non Executive Director
Mr. Saurabh Misra Non Executive Director
Mr. R C Bhargava Independent Director
Mr. Hans Wijayasuriya Non Executive Director
Mr. Rajashree Birla Non Executive Director
Mr. Gian Prakash Gupta Independent Director
Mr. Tarjani Vakil Independent Director
Mr. M R Prasanna Non Executive Director
Mr. Sanjeev Aga Managing Director
Mr. P Murari Independent Director
Mr. M R Prasanna Director
9
1.2 History of Idea
Idea Cellular was incorporated as Birla Communications Limited on

March 14, 1995 and granted a certificate of commencement of
business on August 11, 1995. Its registered office was in Mumbai,
Maharashtra. Its name was changed to Birla AT&T Communications
Limited on May 30, 1996 following the execution of a joint venture
agreement dated December 5, 1995 between AT&T Corporation and
Grasim Industries Limited pursuant to which the Aditya Birla Group
held 51% of its Equity Share capital and AWS Group held 49% of its
Equity Share capital. The registered office was transferred from
Industry House, 1st Floor, 159 Church Gate Reclamation, Mumbai 400
020, Maharashtra to Suman Tower, Plot No. 18, Sector 11,
Gandhinagar 382011 Gujarat on October 22, 1996. With effect from
January 1, 2001 following merger with Tata Cellular Limited the joint
venture agreement between AT&T Corporation and Grasim Industries
Limited dated December 5, 1995 was replaced by a share holder’s
agreement dated December 15, 2000 entered into between Grasim
Industries Limited on behalf of the Aditya Birla Group, Tata Industries
Limited on behalf of the Tata Group and AT&T Wireless Services Inc.
on behalf of the AWS Group following which its name was changed to
Birla Tata AT&T Limited on November 6, 2001. Consequent to the
introduction of the “Idea” brand, its name was changed to Idea
Cellular Limited on May 1, 2002. The AWS Group exited from the
Company on September 28, 2005 by selling 371,780,740 Equity
Shares of the Company, which constituted 50% of the holding of
AT&T Cellular Private Limited in equity share capital, to ABNL and by
transferring the remaining 371,780,750 Equity Shares to Tata
Industries Limited. The Tata Group ceased to be a shareholder of the
Company on June 20, 2006 when Tata Industries limited and Apex
Investments (Mauritius) Holding Private Limited (formerly known as
AT&T Cellular Private Limited) sold all their shares in the Company to
the Aditya Birla Group. On October 26, 2006, P5 Asia Investments
(Mauritius) Limited (“P5 Asia”) acquired 14.60% of our Equity Share
capital. Under a Governance and Exit Rights Agreement dated
October 23, 2006 between P5 Asia, ABNL and Birla TMT, so long as an
initial public offering has not occurred and P5 Asia holds no less than
10% of Equity Shares, ABNL and Birla TMT are required to procure
that (a) Company and its Subsidiaries shall not take or pursue any of
the following actions without P5 Asia’s prior consent (such consent to
be obtained in a board and/or shareholders resolution) including in
respect of
(i) Any merger with, acquisition of, or amalgamation or consolidation
with another company or business; (ii) assuming or permitting to
exist any borrowings or indebtedness in the nature of borrowings if
the amount of all such borrowings of Company and its Subsidiaries
would exceed Rs. 6,800 million; (iii) entering into a new line of
10
business; (iv) increasing our authorized or issued share capital; or (v)
entering into a joint venture and (b) our Company makes available to
P5 Asia certain financial information relating to our Company and its
Subsidiaries such as monthly management accounts, quarterly
unconsolidated balance sheet and profit and loss account and the
annual audited consolidated balance sheets and profit and loss
accounts. P5 Asia also has a right to appoint one director to our
Board so long as it holds at least 10% of our total issued and
outstanding Equity Shares. Mr. Biswajit Subramanian has been
appointed to our Board by P5 Asia pursuant to the exercise of the
above right. In addition, any IPO of our Equity Shares requires P5
Asia’s written consent, and, further, in any such IPO, P5 Asia has the
right to offer for sale such number of Equity Shares representing up
to 10% of the total Equity Shares which are held by it. By its letters
dated December 2, 2006 to ABNL and Birla TMT, P5 Asia has given its
written consent for the Issue and has confirmed that it does not
intend to offer for sale any of the Equity Shares held by it in such
Issue. We, either directly or through our Subsidiaries, provide mobile
services in the Andhra Pradesh, Delhi, Gujarat, Haryana, Kerala,
Madhiya Pradesh, Maharashtra and Uttar Pradesh (West) Circles, and
have recently launched services and as such are in the process of
fully rolling-out our network in the Uttar Pradesh (East), Rajasthan
and Himachal Pradesh Circles pursuant to licenses issued by the DoT.
MAJOR EVENTS
The chronology of key events of the Company from incorporation is
set out below:
1995: Incorporated as Birla Communications Limited Obtained

licenses for providing GSM-based services in the Gujarat and
Maharashtra Circles following the original GSM license bidding
process
1996: Changed name to Birla AT&T Communications Limited

following joint venture between Grasim Industries and AT&T
Corporation
1997: Commenced operations in the Gujarat and Maharashtra Circles
1999: Migrated to revenues share license fee regime under New

Telecommunications Policy (“NTP”)
2000: Merged with Tata Cellular Limited, thereby acquiring original

license for the Andhra Pradesh Circle.
2001: Acquired RPG Cellular Limited and consequently the license

for the Madhya Pradesh (including Chattisgarh) Circle Changed name
to Birla Tata AT&T Limited
11
2001: Obtained license for providing GSM-based services in the Delhi
Circle following the fourth operator GSM license bidding process
2002: Changed name to Idea Cellular Limited and launched “Idea”

brand name Commenced commercial operations in Delhi Circle,
Reached the one million subscriber mark
2003: Reached the two million subscriber mark
2004: Completed debt restructuring for the then existing debt

facilities and additional funding for the Delhi Circle. Acquired Escotel
Mobile Communications Limited (subsequently renamed as Idea
Mobile Communications Limited) First operator in India to
commercially launch EDGE services
2005: Reached the five million subscriber mark, Turned profit

positive Won an award for the “Bill Flash” service at the GSM
Association Awards in Barcelona, Spain Sponsored the International
Indian Film Academy Awards
2006: Became part of the Aditya Birla Group subsequent to the TATA
Group transferring its entire shareholding in the Company to the
Aditya Birla Group Acquired Escorts Telecommunications Limited
(subsequently renamed as Idea Telecommunications Limited)
1.3 Future Perspective
IDEA Cellular announced the launch of its GSM mobile

services in Chennai
IDEA’s 2.75G EDGE enabled network will now cover entire Chennai
Metro, in addition to its expanding network coverage in the Rest of
Tamil Nadu. The warm yellow of IDEA logo, symbolizing strength,
vibrancy and vitality, will now be seen across the rural and urban
landscape of the state, including Chennai Metro.
Chennai Metro, with a population of 7.2 million and teledensity of

over 130% is a strategic market in the South. With 25% of its overall
subscriber base coming from three service areas of Kerala, Andhra
Pradesh and Karnataka, IDEA is a strong player in the South, and will
leverage this strength to become the Operator of Choice for mobile
users in the region.
IDEA plans to set up a network of 2400 cell sites across Tamil Nadu &
Chennai, covering 1200 towns by the end of March ’10.
According to Mr. Sanjeev Aga, Managing Director, IDEA Cellular said,
“Chennai is a strategic market for IDEA, and we are happy to launch
12
our services in this metro city. This not only provides us a platform to
further strengthen our market position in the South, but is also a key
milestone in our national roll-out plan.”
IDEA Cellular, an Aditya Birla Group Company covers 90% of the

telephony potential of the country, and is the 3rd largest private GSM
player with over 47 million subscribers across 18 telecom circles.
Speaking on the occasion of launch of services in the city, Mr.

Himanshu Kapania, Director - Operations, IDEA Cellular Ltd., said,
“IDEA aims to provide the citizens of Chennai and other parts of
Tamil Nadu, superior connectivity, whisper clear audio quality, zero
call congestion and high capacity, ahead of time. IDEA’s 2.75G
capable & 3G ready core network provides for all future technological
enhancements. We welcome the people of Chennai and other towns
and villages of Tamil Nadu to join IDEA’s pan-India network.”
IDEA will develop customer service with a robust retail network

comprising of exclusive ‘My Idea Stores’, ‘Idea Points’ and other
outlets. The service network will be expanded to over 25,000 retail
outlets and 60 IDEA showrooms in the state, shortly. Aimed at
achieving visibility and real time experience, these customer touch
points will significantly enhance IDEA’s distribution network and help
reach out to its discerning customers across all segments.
13
CHAPTER 2
PROJECT INTRODUCTION
2.1 PROJECT
INTRODUCTION
In today’s scenario the telecom industry is booming sector which is
least affected by the recession even though the telecom industry
facing huge competition. There are many new operators coming in to
the market so the operators which are already in the market have to
design their marketing strategies in such a way that they could
survive this tough competition.
Every MBA student has to undergo Summer Internship Program (SIP)

as a curriculum activity to get the knowledge of real market where
they have to work in future. The main aim behind this program is that
students get some experience with which they could get assistance
while searching their jobs. I got the opportunity to complete my SIP in
CELL CONCEPT, WARDHA for two months in the field of Marketing of
Idea Postpaid Services. Idea cellular is one of the leading Telecom
Operator in Telecom sector in India. I did the marketing of postpaid
services provided by the Idea in different sectors like banking,
Government sectors, various companies, etc. I got the experience
how to promote the product in these areas. I also collect responses of
various customers to the services they are already using.
2.2 MEANING OF
MARKETING
• Marketing is defined by the American Marketing Association as
the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have
value for customers, clients, partners, and society at large. The
term developed from the original meaning which referred
literally to going to market, as in shopping, or going to a
market to sell goods or services.
2.3 DEFINITION OF
MARKETING
• Marketing is the performance of business activities that direct
the flow of goods and services from producers to consumers
• Marketing is the process of planning and executing the

conception, pricing, promotion, and distribution of ideas, goods,
14
and services to create exchanges that satisfy individual and
organizational objectives
• Marketing is an organizational function and a set of processes

for creating, communicating and delivering value to customers
and for managing customer relationships in ways that benefit
the organization and its stakeholders.
• Marketing is the activity, set of institutions and processes for

creating, communicating, delivering, and exchanging offerings
that have value for customers, clients, partners, and society at
large.
• Marketing is the activity, set of institutions, and processes for

creating, communicating, delivering, and exchanging offerings
that have value for customers, clients, partners, and society at
large.
• Marketing research is the function that links the consumer,

customer, and public to the marketer through information:
information used to identify and define marketing opportunities
and problems; generate, define, and evaluate marketing
actions; monitor marketing performance; and improve
understanding of marketing as a process.
• Marketing research specifies the information required to

address these issues, designs the method for collecting
information, manages and implements the data collection
process, analyzes the result, and communicates and findings
and their implications.
15
CHAPTER 3
PROJECT RESEARCH
3.1 POSTPAID PLANS OF

IDEA
Idea postpaid plans are based on type of customers like the customer
working in Banking sector have a special plan, customer working in
government organizations have different plan. Plans provided by Idea
are as follows.
1. Plan For Banking employees:
MONTHLY RENT 199
LOCAL CALLS
CUG FREE
Idea To Other GSM 0.40/min
Land Line and WLL 0.80/min
STD CALLS
Mobile to Mobile- Land Line and To WLL 1.25/min
SMS
Local and National 0.30 Paise
FREEBIES
Local Minutes (Local LL/Mobile/WLL) 200 Mins Free
SMS Free (local and National) 100 Nos.
Plan Advantage:
• Activation Rs. 250/- Waived
• PEF Rs. 250/- Waived
• No CLIP Charges. STD deposit Rs. 500/- Waived.
• Rs. 75/- Itemized Billing Charges Waived
• 32k Idea Power SIM card free
Documents Required:
• One Photograph
16
• Company I Card and Latest Salary Slip or company Letter, or
Confirming employment (Photo copy)
• Latest Telephone Bill / Electricity Bill in customers name.
Different Bank employee gets this plan by different names which are
mentioned as follows.
1. HDFC bank
2. Bank of India
3. Axis bank
4. IDBI bank
5. SBI bank
6. ING Vysya
2. PLAN FOR MSEB AND LIC EMPLOYEE
17
MONTHLY RENT 149
LOCAL CALLS
CUG FREE
STD CALLS
SMS
FREEBIES
Plan Advantage:
• Activation Rs. 250/-
Documents Required:
• Photo ID: Driving License, PAN card, Voter card,
• One Passport size Photograph
• Company I Card and Latest Salary Slip or company Letter, or letter
• Address Proof: Latest Telephone Bill / Electricity Bill in customers
name.
3. PLAN FOR GOVERNMENT(ZP, PS, NP) EMPLOYEES
MONTHLY RENT 199
18
LOCAL CALLS
CUG FREE
STD CALLS
SMS
FREEBIES
Plan Advantage:
Documents Required:
name.
4. PLAN FOR ICICI EMPLOYEES

4.1 Exclusive plan for ICICI Employee
MONTHLY RENT 99
19
LOCAL CALLS
CUG FREE
Land Line and WLL Rs. 1.00/min
STD CALLS
Mobile to Mobile- Land Line and To WLL Rs. 1.00/min
SMS
Plan Advantage:
Documents Required:
name.
4.2 Exclusive Offer for ICICI Employee
MONTHLY RENT 349

LOCAL CALLS
CUG FREE
20
STD CALLS
Idea to Idea Rs. 1/ min
SMS
International SMS Rs. 5
Free Minutes Local and STD
First 1000 Idea to Idea Local Minutes Free
First 150 Idea to Other GSM/ LL/WLL Free
First 125 STD Minutes (Cell to Cell + Free
Cell to LL)
ADDITIONAL FEATURES
Detail Bill Rs. 75/- per Month Free
Plan Advantage:
Documents Required:
name.
5. PLAN FOR BAJAJ ALLIANZ EMPLOYEES
MONTHLY RENT 175
LOCAL CALLS
CUG FREE
21
STD CALLS
SMS
FREEBIES
Local Minutes(Local LL/Mobile/WLL) 200 Mins Free
SMS Free (Local and National) 100 No.
Plan Advantage:
Documents Required:
name.
6. PLAN FOR OTHER (SUPER 6 PLAN)
SUPER 6 AMOUNT (Rs.)

Activation Fees 250
Security Deposit 250
Monthly Rental 666
CUG
CUG FREE
22
STD CALLS
SMS
Local Rs. 1/-
National Rs. 2/-
International Rs. 5/-
Roaming Calls
Incoming Rs. 1/-
Outgoing Local Rs. 1/-
Outgoing STD Rs. 1.5/-
Plan Benefits
Free Talk Time (Within Home 666 I2I Local Mins;
Network) 222 M2M Local Mins;
222 M2M STD Mins;
222 Local/ National SMS
Plan Advantage:
Documents Required:
name.
3.2 MERKETING STRATEGIS

1. STRATEGY REGARDING ROAMING
Roaming in Chile and Malaysia: Postpaid subscribers of IDEA Delhi &
Claro Chile and Malaysia can Roam into each other’s networks. Chile:
Zone 2, Malaysia: Zone 3.
IDEA Delhi announces GPRS Roaming with Oman Mobile Oman: IDEA
Delhi & Oman Mobile Oman subscribers will now be charged for
accessing GPRS services while roaming into each other’s networks.
23
Roaming in Portugal: Postpaid subscribers of IDEA Delhi & Optimums
Portugal can Roam into each other’s networks. Portugal: Zone 2
IDEA Delhi launches Roaming with IDEA Mumbai: Now, IDEA Delhi
Postpaid & Prepaid subscribers can use their own IDEA network while
Roaming in Mumbai.
2. Strategic Acquisitions:
Through our acquisition activities, Oracle seeks to strengthen its

product offerings, accelerate innovation, meet customer demand
more rapidly, and expand partner opportunities. An integral part of
Oracle's Mergers and Acquisitions philosophy is our consistent
commitment to customer service and product support while
achieving our financial return objectives and creating value for our
shareholders.
3.3 COMPLAINTS OF CUSTOMERS

• Problem in Conversion of Prepaid Number to Postpaid
• Sim card activation delayed
• Forced misselling & misbehave by the representative's
• Delay in service
• Charging more money
• Obscene calls in another name
• Connection not getting activated
• Complaints Regarding Services
• Getting Very poor service
24
• Unfair Billing
• Getting Bill but customer have already cancelled connection
from Sales Guy
• Facing problem in ISD Services
• Worst response from customer service representative
• Outgoing barred without any reason
3.4 Features of Idea Postpaid
Easy Payment Options Anytime Anywhere

We can choose from a host of convenient payment options only with
Idea. We can do our payments by cash, credit card, cheque and ECS
Credit Limit
Pre-set credit limit mentioned on monthly bill helps to keep mobile
charges in control, keeps track of usage and ensures that mobile
phones is not misused. When we exceed our limit, we will be
informed via a voice or a non-voice message to make an interim
payment and reduce account balance below credit limit. We may also
choose to pay an additional refundable deposit to enhance credit
limit or opt for our convenient payment method of credit card
standing instruction, we can also make use of ECS facility
Strong Network Coverage

It offers world class technology and unbreakable network coverage
and complete clarity when calling.
Long Distance Calling Facility

Call long distance calls in India and overseas with STD/ISD facility on
Idea phone.
Widest Roaming- National and International

Idea service allows to stay connected and use mobile phone to make
or receive calls from almost anywhere in India and also over various
countries, abroad.
GPRS Roaming
Use Idea postpaid GPRS services, while roaming, to access the
internet and office mails from almost anywhere in India and abroad.
25
CHAPTER 4
DATA ANALYSIS AND INTERPRETATION
4.1 DATA ANALYSIS

The following observations are done on the basis of responses got
from all employees. The questionnaire provided to employees is
given in Chapter 8 ANNEXTURE.
1. Respondent by age:
Objective: To know the age group using Idea postpaid services.
Sr. No. Age Group Respondent Percentage
1 0-20 2 4 %
2 20-30 8 16 %
3 30-40 25 50 %
4 40 and above 15 30 %
Total 50 100%
Graphical Representation:
RESPONDENTS BY
60%
AGE
50%
40%
30%
RESPONDENTS BY
20% AGE
10%
0%
Conclusion: 0-20 20-30 30-40
Maximum 40 and
customer above to 30-40 age group.
belongs
2. Respondent by profession:
26
Objective: To know what type of customer uses postpaid services.
Sr. No. Profession Respondent Percentage
1 Employed 28 56 %
2 Businessman 16 32 %
3 Student 6 12 %
Total 50 100%
RESPONDENTS BY PROFESSION
60%
50%
40%
30%
RESPONDENTS BY
20% PROFESSION
10%
0%
Conclusion: Employed
Maximum customer Student
Businessman belong employed profession.
3. Respondent by using plan:
27
Objective: To know which plan is more preferred.
Sr. No. Plan Respondent Percentage
1 Government 11 22 %
2 Bank 9 18 %
3 Super six 5 10 %
4 Private 25 50 %
companies
Total 50 100%
RESPONDENTS BY PREFERED PLANS

60%
50%
40%
30%
RESPONDENTS BY
20% PREFERED
PLANS
10%
0%
Government Bank Super Six Pvt
Conclusion: Maximum customers belong to private companies.
Companies
4. Respondent by reason to purchase plan.

Objective: To know why the customer has purchased the plan.
28
Sr. No. Reason Respondent Percentage
1 Self Interest 9 18 %
2 Company 41 82 %
Provided
Total 50 100%
RESPONDENTS BY REASON TO PURCHASE PLANS

100%
80%
60%
RESPONDENTS BY REASON
40% TO
PURCHASE
PLANS
20%
0%
Conclusion: 82 Self Interest Company

% customers Provided because the company
use the services
has provided the service.
5. Are you satisfied with network provided?
29
Objective: To know whether customer is satisfied with network
coverage provided or not.
Sr. No. Response Respondent Percentage
1 Yes 46 92 %
2 No 4 8 %
Total 50 100%
RESPONDENTS BY STATING SATISFIED WITH

NETWORK PROVIDED OR NOT
100%
80%
60%
RESPONDENTS BY
40% STATING WITH NETWORK
SATISFIED
PROVIDED OR NOT
20%
0%
Conclusion: Yes No are satisfied with network provided.

92 % customers
6. Are you satisfied with call rates?
30
Objective: To know whether customer is satisfied with call rates
applied.
1 Yes 40 80 %
2 No 10 20 %
Total 50 100%
RESPONDENTS BY STATING SATISFIED WITH CALL

RATES APPLIED
100%
80%
60%
RESPONDENTS BY
40% STATING
SATISFIED WITH CALL
RATES
APPLIED
20%
0%
Yes No are satisfied with call rates applied ad
Conclusion: 80 % customers
20 % are not satisfied.
7. Are you satisfied with postpaid services?
31
Objective: To know whether customers are satisfied with postpaid
services or not.
1 Yes 32 64 %
2 No 18 36 %
Total 50 100%
RESPONDENTS BY STATING SATISFIED WITH

POSTPAID SERVICE OR NOT
70%
60%
50%
40%
RESPONDENTS BY
30% STATING WITH POSTPAID
SATISFIED
20% SERVICE OR NOT
10%
0%
Yes No are satisfied with postpaid services and
Conclusion: 64 % customers
36 % are not satisfied.
8. Billing scheme used by the customer?
32
Objective: To know whether customers are satisfied with postpaid
services or not.
1 Cash 40 80 %
2 Cheque 8 16 %
3 Credit Card 2 4 %
4 ECS 0 0 %
Total 50 100%
RESPONDENTS BY BILLING SCHEME USING

90%
80%
70%
60%
50%
40% RESPONDENTS BY
BILLING
SCHEME USING
30%
20%
10%
0%
Conclusion: Cash
80 Cheque
% customers are ECS
Credit Card using cash payment system and
remaining schemes are rarely used.
CHAPTER 5
FINDINGS AND COMPETETORS
33
5.1 FINDINGS
• Major competitors of Idea are Airtel, BSNL and Reliance
• Peoples who are in profession line preferred Idea due to its

perfect network coverage.
• Maximum customers are due to the connections provided by

the organizations where they are employed.
• Call rates applied are affordable by the customers.
5.2 COMPETETORS
1. Airtel
2. BSNL
3. Reliance
4. Vodafone
5. Tata Indicom
CHAPTER 6
34
SUGGESTIONS AND CONCLUSION
6.1 SUGGESTIONS:
• Company should launch special and innovative postpaid
schemes for students.
• Representative should avoid forced misselling & misbehave
with customers.
• Should have proper track on transaction of all customer
• Should improve service provided by the company to customer
6.2 CONCLUSIONS
The telecom industry is facing great competition; during SIP I came to
realize how to market the postpaid services to different customers
working in government sector, banking sector and various
companies. I also got the training how strategic level of management
responds to the strategies of other companies, how to interact with
strangers, how to promote our product by listening their complaints.
From this SIP I get the knowledge that those who are working
somewhere prefers to get connection of Idea because they provide
best network amongst others. Large customer base belongs to
private companies and the connections are provided by the
organizations. According to my survey maximum customers are
satisfied with the network system provided, call rates, postpaid
services. Maximum customer prefers cash payment and very few
prefer cheque and credit card payment and customers are not aware
about ECS (Electronic Clearing Service). Even though there are some
problems in Idea postpaid service like customers facing problem to
convert prepaid number to postpaid number, some customer faces
problem for activation. Those who are using ISD service facing
problem.
35
CHAPTER 7
BIBLIOGRAPHY
7.1 BIBLIOGRAPHY
SR. NO. REFERENCE
1 Career Adviser Program Work Book

- -Idea Postpaid services
2 Plan Sheets of Idea Postpaid services
3 www.google.com
36
CHAPTER 8
ANNEXTURE
“MARKETING OF IDEA POSTPAID

SERVICES”AT CELL CONCEPT
WARDHA
CUSTOMER
QUESTIONNAIRE
Name: _______________________________________________ Age:
___________
Address: _____________________________________________________________
Plan you are using: ______________________________ Reason: ___________
If salaried then department:
__________________________________________
1. Are you satisfied with network provided? [Yes / No]
2. Are you satisfied with call rates? [Yes / No]
3. Are you satisfied with postpaid service? [Yes / No]
4. Which problems you are facing?

a. Network Problem
b. Service Problem
5. Billing scheme you are using?

a. Cash
b. Cheque
c. Credit Card
d. ECS
***************
37

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“MARKETING OF IDEA POSTPAID SERVICES”

CELL CONCEPT, WARDHA

A SUMMER INTERNSHIP PROJECT FOR PARTIAL FULFILMENT

MBA-1 ST [BUSINESS APPLICATION]

MR. PRAFUL M. MOREY

UNDER THE GUIDANCE OF

MISS. RIDDHI DESHPANDE

CENTUM LEARNING CENTER, NAGPUR

AFFILIATED BY ANNAMALAI UNIVERSITY, CHENNAI

I hereby certify that this project report entitled “MARKETING OF IDEA

No part of the thesis has been submitted any degree or diploma or

Project Guide Director Project In charge

I present this project report on “MARKETING OF IDEA POSTPAID

I started working on this project under the invaluable guidance of

I express my sincere thanks to Mr. Sachin [sales manager] in Cell

Mr. Praful M. Morey

I undersign the students of MBA-1 st [Business Application] hereby

declare that the project report entitled “MARKETING OF IDEA

Centum Learning Center, Nagpur Affiliated by Annamalai University,

I have not submitted this project report for fulfillment of any

Mr. Praful M. Morey

CELL CONCEPT, WARDHA

SR. NO. TOPIC PAGE NO.

CHAPTER 2 PROJECT INTRODUCTION

CHAPTER 3 PROJECT RESEARCH

CHAPTER 4 DATA ANALYSYS AND

CHAPTER 6 SUGGETIONS AND CONCLUSION

1.1 Introduction of Idea Company

IDEA Cellular Limited was incorporated in 1995 and is one of the

IDEA enjoys a market leadership position in many of its operational

IDEA has been a leader in the introduction of value added services,

About IDEA Cellular Limited

Registered Address: Suman Tower, Plot No. 18,,Sector-11,

Corporate Office: 11/1, Sharada Center Off Karve Road

Management of Idea Cellular:

Mr. Kumar Mangalam Birla Chairman / Chair Person

Mr. Arun Thiagarajan Independent Director

Mr. Mohan Gyani Independent Director

Mr. Biswajit A Subramanian Non Executive Director

Mr. Saurabh Misra Non Executive Director

Mr. R C Bhargava Independent Director

Mr. Hans Wijayasuriya Non Executive Director

Mr. Rajashree Birla Non Executive Director

Mr. Gian Prakash Gupta Independent Director

Mr. Tarjani Vakil Independent Director

Mr. M R Prasanna Non Executive Director

Mr. Sanjeev Aga Managing Director

Mr. P Murari Independent Director

Mr. M R Prasanna Director

Idea Cellular was incorporated as Birla Communications Limited on

1995: Incorporated as Birla Communications Limited Obtained

1996: Changed name to Birla AT&T Communications Limited

1997: Commenced operations in the Gujarat and Maharashtra Circles

1999: Migrated to revenues share license fee regime under New

2000: Merged with Tata Cellular Limited, thereby acquiring original

2001: Acquired RPG Cellular Limited and consequently the license

2002: Changed name to Idea Cellular Limited and launched “Idea”

2003: Reached the two million subscriber mark

2004: Completed debt restructuring for the then existing debt

2005: Reached the five million subscriber mark, Turned profit

1.3 Future Perspective