Idea Cellular is one of the top three telecom operators in India along with Airtel and Vodafone. While Airtel leads the market with 28% share, Idea has 16% market share. Idea focuses on social awareness campaigns covering health, environment, education and consumer issues. A survey found that Idea has the highest customer preference at 50% due to its network connectivity and pricing. However, only 20% of customers have used number portability to switch operators.

1. SUBMITTED BY:
INDERJEET PAL
BBAH1MG14012
SUBMITTED TO:
Dr. RUCHI JAIN GARG

2. PRODUCTS & SERVICES
•Postpaid/Prepaid Voice and Data
•Idea 3G smart phones
•3G /4G SIM and Wi-Fi net setters
• MNP
•Special Blackberry Services
•VAS
•Idea Money

3. What an IDEA!
Apart from advertising their products to the consumers, Idea brings about
awareness and change in the society through their unique ad campaigns as they are
always based on social issues and public awareness. Some examples are:
1) Health and fitness (‘Walk when you talk’ campaign)
2) Paper conservation (‘Save paper, use mobile’ campaign)
3) Consumer Awareness (‘No ullu banawing’ campaign)
4) Education for all ( ‘IIN’ campaign)

4. Airtel - An Integrated Telco

5. Competition
• Airtel is the market leader in GSM mobile services
• Other key players along with the percentage market share has been
shown in the table and pie chart* below
Bharti Airtel
28%
Vodafone
23%
IDEA
16%
BSNL
15%
Aircel
10%
Others
8%
Telecom Company No of Subscribers
Bharti Airtel 171,846,824
Vodafone 144,144,031
IDEA 98,441,714
BSNL 90,622,219
Aircel 59,191,661
Others 47,512,178

6. Strategic Maps
• Airtel is good in quality but has relatively higher prices (hence lower score)
• BSNL has least price (being government division), but lacks the call quality
• Vodafone and Aircel are priced at similar level but differ in call quality
Price
Call Quality
High
Medium
Low
HighMediumLow

7. Strategic Maps
• Airtel has substantial network coverage, but at a higher price
• BSNL has highest network coverage and least price
• Aircel has lowest network coverage and medium level price
Price
Network Coverage
HighMediumLow
High
Medium
Low

8. Strategic Maps
• Airtel is considered the best brand with high no of products/services/plans offered
• BSNL lacks the brand image and is very low on the no of services/plans offered
• Idea and Aircel lie in the medium range, lower than Vodafone and Airtel
ProductOfferings
Brand Image
High
Medium
Low
HighMediumLow

9. Strategic Maps
• Airtel and Vodafone provide the best customer services, with large no of outlets
• Idea has got higher reach than Aircel with similar customer service
• BSNL is low on both customer service and reach
CustomerServices
Reach / No of Outlets
High
Medium
Low
HighMediumLow

10. Competitive Matrix
Key Success Factors Weightage Airtel Vodafone IDEA BSNL Aircel
Network Coverage 25% 8 7 7 9 4
Call Quality 25% 8 9 6 6 6
Product Offerings 15% 9 8 7 3 6
Brand Image 15% 9 8 6 4 6
Reach / No. of Outlets 10% 9 8 6 2 4
Customer Service 5% 9 8 5 3 5
Price 5% 6 7 6 9 7
Score 100% 8.35 7.95 6.35 5.85 5.3
Market Share 28.09% 23.56% 16.09% 14.81% 9.68%
• Network coverage and call quality are the most important factors in the telecom market
• The products/plans offered, along with the brand image also play an important role for
customers decision making process
• Price is a threshold as similar prices are charged by all private players (BSNL is Govt. owned)

11. New Key Success Factors
Key Success Factors Weightage Airtel Vodafone IDEA BSNL Aircel
R&D Performance 30% 9 8 7 5 6
Rural Market Focus 25% 8 6 5 9 5
Partnership 20% 9 8 6 3 4
Network Coverage 10% 9 7 7 9 4
Call Quality 10% 9 9 8 6 7
Product Offerings 5% 9 9 8 3 8
Score 100% 8.3 7.2 6.35 6.05 5.45
Market Share * 35.00% 25.00% 15.00% 10.00% 8.00%
* This is the expected market share based on the new key success factors
• R&D is required to provide higher bandwidth data services to high income group
• Rural market still remains quite unexplored, which has huge potential customer base
• Partnership with mobile phone manufacturers can help in starting the concept of
contract based service plans (especially for lower income group)

12. Survey Result/Findings
1. Idea, Airtel and Vodafone are the top three operators of choice
with Idea getting nearly 50% of votes.
2. 50% of the people surveyed avail 3g services while 30% avail 2g
services and 20% of the peoples are using 4g.
3. 50% people use a dual SIM phone.
4. Network Connectivity is the top parameter for choosing the
operator followed by Pricing.
5. Only 20% of the respondents have opted for MNP. Top reasons for
change are again network and pricing.
6. 75% of the respondents were not influenced by ads while making
a choice for their operator.
7. Average Monthly mobile expenditure:
Students- Between 200 to 500
Young professionals- More than 500
8. 95% of the respondents didn’t use any VAS.
9. Average amount charged for 1GB 3G data (1 month) by all
operators is between 250-300.
10. All respondents were satisfied with the amount charged for 3G
data as
long as their network connectivity was up to the mark.

13. 11. 95% of the respondents recharge immediately after their data pack exhausts.
12. Referral of operator to friends/family:
60%- Network
30%- Price and schemes
10%- Others
13. Age group of the respondents was between 18-30.
70%- 18-25
30%- 25-35
14. Educational Background- Graduates and Undergraduates
15. Young professionals

14. References
• Bharti Airtel Annual Report 2015-2016
• https://www.airtel.in
•https://www.ideacellular.com
• http://investorzclub.blogspot.com
• http://www.marketingteacher.com
• http://www.financialexpress.com
•Questioners
•Outlets visits