MARCOM STRATEGY OF IDEA Cellular
ALOK PRATAP SINGH
Marcom (sometimes spelled "marcomm") is an abbreviation for
"marketing communications." Marcom is targeted interaction
with customers and prospects using one or more media, such
as direct mail, newspapers and magazines television, radio,
billboards, telemarketing, and the Internet. A marketing
communications campaign may use a single approach, but
more frequently combines several.
Title Of The Study
MARCOM STRATEGY OF
Objective of the study
To make a understanding about the Company IDEA
To make a understanding about the product and services
which they providing.
To know the marketing communication strategy of the
IDEA CELLULAR LTD.
SCOPE oF THE STUDY
To know about the customer base of the IDEACELLULAR.
To know the growth of the company in last years.
To know how to reach the target customer in the most
To create a better understanding about the company and
LIMITATION OF THE STUDY
This study is done in the few area like lucknow Raibariely.
That’s why it will not give the clear picture of the thinking of
mobile subscriber about the company and its products.
Limited database and short time span for the project.
Lack of professional approach since researcher are student.
The purpose of methodology is to describe the process
involved in research work. This includes the overall research
design, data collection method, the field survey and the
analysis of data.
For our project we did a small survey based on the 50 people
in the Alwal, Lothkunta and few more area of Secunderabad.
MARKETING COMMUNICATION STRATEGY
ADOPTED BY THE IDEA
Out door billboards
Q:1 ) Have you heard about the Idea cellular Ltd.?
A) yes B) No
Interpretation: Most of the person are known about the
Idea Cellular Ltd.
Q: 2 .) From whom you come to know about this?
A) Family B) Colleague C) Friends
Interpretation: Advertisement is played a important role to
spread the awareness. Whereas other medium are also helped.
Q:3 Any time you used the service……
A) Always B) Most of the time C) Sometimes D) Not
most of the time
not at all
INTERPRETATION: Awareness about the idea is good but still it is
not able to create the credibility for the brand in market. This is the
reason they have less no. of customers.
Q:4 Did you liked that services?
A) Highly Satisfied B) Satisfied C) Neither satisfied nor
dissatisfied D) Dissatisfied E) Highly dissatisfied
highly satisfied satisfied neither satisfied
dissatisfied highly dissatisfied
INTERPRETATION: Subscriber are not that much satisfied with
the coverage of Idea.
Q:5 Are you aware about the different products of the idea
A) Yes B.) No
INTERPRETATION: 60% people are aware about the different
product like data card, idea radio but 40% are only known about the
Q:6 .) From where you come to know about the product line
of idea cellular.
A) Family B) Colleague C) Friends
INTERPRETATION: About the different product,
friend then advertisement and colleagues helps to spread
Q:7 If from Advertisement, then how would you rate that
A) Very good B.) Good C.) Neither good nor bad D.) Bad
E.) Very Bad
very good good neither good nor bad bad very bad
INTERPRETATION: People like the advertisement very much, even
they able ti recall the captions like walk when you talk, ek idea jo badal
de apki duniya .
Q:8 Did you think that it was effective enough to
communicate the message?
A.) yes B.) No
INTERPRETATION: They able to communicate the
message but still they are less effective in the compare of
Q: 10 Any suggestion which you want to suggest to the company to
improve the advertisement or marketing communication effort?
• Most of the subscriber suggested that the advertisement was
good enough to communicate the message but lastly the
service provided by idea will work. So, there is need to
improve the coverage of Idea .
• And other suggestion which given by the subscriber that they
liked Abhishek Bacchan more as Brand Ambassador for
FINDING AND SUGGESTION:
• People are known to the IDEA CELLULAR LTD. and its
• Advertisement is good that means marketing communication
• Subscriber are not very much satisfied with the service. So,
there is need to improve the coverage.
• Communication strategy of idea is very good because most of
the person are well known about the idea and its product.
Being very new company in telecom industry, people still
having some hesitation to go for it. And other reason that the
subscribers are not opting for this is that competitors of idea
are very much powerful in communicating as well as
providing the service.
• And one thing which come into the focus is that Brand
Ambassador is also a key part to get the attention from the
subscriber because most of the people told that they liked
Abhishek Bacchan more than Sariya Saran.