This presentation refers to the 4Ps of marketing mix and a detailed analysis of marketing mix of Idea. It analyzes the company and the marketing method used by them.

1. BBA 202 POM ASSIGNMENT 1
MARKETING MIX ANALYSIS OF IDEA
Submitted To : Dr. Navneet Rawat
Submitted By: Divyansh Kaushik
Class: BBA SEC B
Roll No.2401726 Batch 2016 - 2019
Department of Management Studies
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2. What is Marketing MIX?
"Marketing mix" is a general phrase used to
describe the different kinds of choices
organizations have to make in the whole
process of bringing a product or service to
market. The 4Ps is one way – probably the
best-known way – of defining the marketing
mix, and was first expressed in 1960 by
Edmund Jerome McCarthy.
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3. • The 4Ps are:
• Product (or Service).
• Place.
• Price.
• Promotion.
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4. PRODUCT
• A product refers to an item that satisfies the
consumer's needs or wants.Products may be
tangible (goods) or intangible (services, ideas or
experiences).
• Product refers to what the business offers for sale
and may include products or services. Product
decisions include the "quality, features, benefits,
style, design, branding, packaging, services,
warranties, guarantees, life cycles, investments
and returns"
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5. PRICE
• Price refers to decisions surrounding "list pricing, discount
pricing, special offer pricing, credit payment or credit terms".
Price refers to the total cost to customer to acquire the
product, and may involve both monetary and psychological
costs such as the time and effort expended in acquisition
• Price refers to the amount a customer pays for a product.
• Price may also refer to the sacrifice consumers are prepared
to make to acquire a product.
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6. PLACE
• Place is defined as the "direct or indirect channels to market,
geographical distribution, territorial coverage, retail outlet,
market location, catalogues, inventory, logistics and order
fulfilment". Place refers either to the physical location where
a business carries out business or the distribution channels
used to reach markets. Place may refer to a retail outlet, but
increasingly refers to virtual stores such as "a mail order
catalogue, a telephone call centre or a website
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7. PROMOTION
• Promotion refers to "the marketing
communication used to make the offer known
to potential customers and persuade them to
investigate it further". Promotion elements
include "advertising, public relations, direct
selling and sales promotions.
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9. COMPANY’S INTRODUCTION
Idea is a subsidiary brand of its parent company
Aditya Birla Group. It is a public company of
Indian origins.Idea is a mobile service provider
and is associated with Telecommunication
industry. In terms of subscriber base this operator
is ranked at third position with 182 million
subscribers till year ending 2015. The idea has
targeted upper-middle and a middle class section
of society like workers, students and labourers as
its potential customers.
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10. • Idea Cellular is an Indian mobile network
operator based in Mumbai,Maharashtra. Idea is a
pan-India integrated GSM operator offering
2G,3G and 4G mobile services. Idea is India’s third
largest mobile operator by subscriber base. Idea
has 191 million subscribers as of 31 December
2016.
• Idea Cellular Infrastructure Services is a wholly
owned subsidiary of Idea Cellular which
maintains the tower assets and network
infrastructures.
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11. IDEA’S MARKETING MIX
Product in the Marketing Mix Of Idea :
• The idea is a pan-India brand offering services of 4G, 3G and 2G
natures for mobile applications. It was the first provider of
customised offerings to segmented and selected customers.
• Recently it has launched 4G LTE services in several cities. It also has a
partnership with Microsoft and on Windows store has started
operator billing system. The idea has strengthened its brand position
after the launch of one of the most important schemes MNP.
• It has turned out o be a boon as it is now the leading company for
maximum port-ins in the country. Product kit of Idea includes sim
card with post-paid and pre-paid options, convenient call rates,
value-added services, SMS services, free incoming, GRPS services and
roaming facilities. The idea is the only mobile operator to offer
special packages for female
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12. Place in the Marketing Mix Of Idea
•Idea has its headquarters base at Mumbai in
Maharashtra. The idea has operations in places like Delhi,
Rajasthan, Himachal Pradesh, Haryana, Punjab, Uttar
Pradesh, Uttaranchal, Gujarat, Andhra Pradesh, Madhya
Pradesh, Kerala, Chattisgarh, Goa, Kerala and
Maharashtra. Currently, Idea provides 3G services in 13
telecom areas via its own spectrum.
•Latest areas to join these services are Kolkata and Delhi-
NCR region. 4G LTE services are available in 10 telecom
areas and are spread over three hundred and fifty towns.
For its 4G services Idea has covered mini metros like
Bangalore in Karnataka and large metro city like Chennai
in Tamil Nadu under its service area. The idea uses
selective distribution network to distribute its products to
consumers easily.
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13. Price in the Marketing Mix Of Idea :
• Idea occupies 33% of revenue market share in India
and its estimated revenues for the fiscal year 2015-16
is rupees 354 billion. In the year 2010, during the
auction for 3G Spectrum, brand paid nearly 57.68
billion rupees for spectrum services in 11 circles.
• The idea has adopted a competitive pricing plan as it
faces competition with rival companies. Its product
prices and service options are nearly same as rival
companies so that they can retain the loyalty of its
customers. The company has kept its prices affordable
and pocket-friendly so that its products and services
are easily accessible to a common man. Prices are very
reasonable because of lower call rates and launch of
new schemes at periodic intervals.
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14. Promotions in the Marketing Mix Of
Idea
• Idea realises the impact of a good and strong marketing plan and hence
has decided to follow an aggressive marketing strategy. During its early
days, it highlighted its value-added services and tariff plans via ad
campaigns because at the end of a day everyone appreciates a plan that
will prove beneficial for him. Later it decided to shift its marketing
strategy and decided to rope in famous personalities to become a part of
its promotional activities. Abhishek Bachchan is its brand ambassador
and endorses Idea via several innovative ad campaigns.
• These are shown in television channels, aired on radio and displayed via
newspapers, billboards and magazines. Brand Idea has a tie-up with
major IPL team Mumbai Indians to create brand awareness and popular
cricket players of Mumbai Indians like Zaheer Khan and Sachin Tendulkar
have also promoted this brand. The idea has been the recipient of several
awards and appreciation. In the year 2012, it received World
Communications Award and went on to win it for second consecutive
year. One of its most popular taglines is An idea can change your life.
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15. THANK YOU
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