A

RESEARCH REPORT
On
A STUDY OF MARKET COMPETITIVENESS OF IDEA IN
MEERUT CITY

Submitted in Partial Fulfillment of the Requirement for

The Award of the Degree
Of
Bachelor of business administration
CCS University meerut
(2008-2011)
UNDERGUIDENCE:

SUBMITTED TO:

MR.VIKAS GUPTA

MR.

SUBMITTED BY:

Tanya Gupta
BBA 3RD YEAR
ROLL NO. 09392515
(2008-2011)

Venkateshwara Institute Of
Technology
2

DECLARATION

DECLARATION
I, Deepak Kumar VIT MEERUT, Project Trainee, hereby declare that the
following project report titled: Market competiveness of idea in Meerut City
(with special reference to Retailers and End Users) is an authentic work done
by me.
The information and data given in this report are true and to the best of my
knowledge. I also acknowledge that I took the help of both primary and
secondary data collection through various available resources.
Deepak Kumar
VIT, Meerut
Project Trainee idea cellular ltd.

PREFACE

PREFACE
Financial success of any company often depends upon its marketing ability.
Finance, operation, accounting and the other business functions will not really
matter if there is not sufficient demand of the products and services so the
company can make profit. Good marketing is no accident but a result of
careful planning and execution. The marketing environment is changing at an
accelerating rate, so the need for real time marketing information is greater
than at any time in the past.

Jack Welch (GEs brilliant former CEO) repeatedly warned his companyChange or die

But making the right decisions is not always easy. The companies at greatest
risk are those that fail to carefully monitoring their customers and competitors
to continuously improve their value offerings, thus marketing information plays
a vital role in designing the marketing strategy of the companies.

The present project is an attempt to measure the Competitiveness of the Idea

in the city of Meerut. The project contains the significant information about
the company, major findings, recommendations and conclusion based on
telecoms users views. I feel pleasure in completing this project successfully
and hope that it will serve its purpose.

ACKONOWLEDGEME
NT

ACKNOWLEDGEMENT
If we look back and see, how we got here, what we think, and so on ` we
discover a debt to others. The work of some supportive people makes our
lives easier everyday. We believe it's not only appropriate to acknowledge all
of these supportive persons; but it is also necessary to acknowledge to those
people we know who have directly shaped our life and our work.
This page is specifically printed to note mine appreciation of those
people who stand out most notably in my mind as contributing to the content
of what you will find in this Dissertation Report.
I would like to express my gratitude to all those who gave me
Possibility to complete my project. I would like to thankful to the entire
marketing team of Idea, Meerut for their support. Further I am also thanks all
the users of telecom who as respondent supported me through their useful
views toward the collection of the primary data
I am deeply indebted to Assistant. Professor (Dept. of Business
Administration VIT, Meerut ) and specially my profound gratitude to my guide
and mentor Mr. Vikas gupta

whose valuable suggestions and guidance

enable to me complete the project successfully.

DEEPAK KUMAR
BBA 3rd year

Roll no- 09392515

Session 2008-2011

EXECUTIVE
SUMMARY

THE EXECUTIVE SUMMARY

The project report is designed to measure the Competitiveness of the Idea in
Meerut city. find out the in terms of various aspects like connectivity, value
added services, customer care services Internet services and call rates etc.
The study is based on telecoms users views of Meerut views.
The study reveals that which company is ahead to the other players in terms
of various features like tariff plans, customer care service, good advertisement
campaign etc. But at the same time the study also finds those areas where
companies are lagging to other players. It means that what are the extra
features which are required by the consumer or which feature can gives extra
edge to the company.
Therefore the study can be concluded that which company is performing well
but there are areas of weakness which require remedial action in order to
provide customer satisfaction and grow its market share.
Thus it is recommended that

The company should also develop a powerful mechanism to its

customer care service

The company is needed to improve the quality of its value added

service.

The company is required to improve the Internet facility.

OBJECTIVE
OF
THE STUDY

OBJECTIVES OF THE STUDY

The main objective of the present study is to understand, analyze and
interpret the local telecom market and to measure the competitiveness of Idea
in Meerut Telecom market.
In this study mobile users play a vital role like students, employees, workers
and specially retailers because they are in direct contact of the customers.
they are well aware of customers problems in service of any telecom players
schemes, plans, advertising campaign and other offerings provided by the
telecom companies.
The sub-objectives of the project are

To conduct a survey and obtain the users view to identify the various
factors which are affecting the users satisfaction in terms of various
products and services provided by the present telecom players.

To make out a clear picture of current status of the company (among

available telecom players) based from the analyses of collected data.

To identify the areas the in which the company is lagging behindthe

other players.

RESEARCH
METHODOLOG
Y

RESEARCH METHOLOGY

Descriptive research has been done to analyze the competitiveness of the

Idea Cellular Ltd. in comparison to other service providers in Meerut.

Data source:
Both primary and secondary data have been used in this Research whose
sources can be expressed in following mannerPrimary Source:
Data collected for this study are through Non Disguised Structured
Questionnaire

Secondary Data:
In this research the secondary data has collected from website, magazines
and books:

Websites

http:// www.idea cellular.com

http://www.adityabirla.com

http://www.scribed.com

Magazines

Business World

4 Ps

News Papers

Business Standard

The Times Of India

Sample Design:
Simple Random Sampling has been done

Universe:
In this research universe is Meerut.

Sample Size:
Sample Size in this Research is 50 users of Meerut.

Sample Unit :
It is any user of telecom at Meerut.

INTRODUCTIO
N
OF
COMPANY
2

INTRODUCTION

idea Cellular Limited was incorporated in 1995. The company is among the
top four mobile telephony players in India with an 11 per cent all-India
subscribers market share. More importantly, it ranks third in terms of wireless
revenue market share at 12.7 per cent. Idea ranks second with 20.8 per cent
revenue market share in nine service areas where it holds 900MHz spectrum
and which derive 48 per cent of industry's gross revenues (based on gross
revenues for UAS and mobile licenses only, for December 2009 quarter, as
released by TRAI).
The market positioning of Idea reflects the strength of its brand considering
the fact that Idea added 14 out of its total 22 service areas in the past four
years. Today it is a pan-India player with commercial operations in all 22
service areas. Its subscriber base has grown multifold from 7.37 million in
March 2006 to 63.82 million in March 2010.

Idea holds 16 per cent stake in Indus Towers, a joint venture with other
telecom majors Bharti Airtel and Vodafone. Indus Towers is the world's largest
tower company with over one lakh towers. In 2007, Idea was listed on the
National Stock Exchange (NSE) and the Bombay Stock Exchange (BSE).
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 at 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 many firsts to its credit, including a voice portal 'Say Idea', Idea TV,
voice chat and instant messenger. Tariff plans have been customer-friendly,
catering to the unique needs of different customer segments, for instance the
'Women's Card' caters to the special needs of women 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, even in the face of international competition.

OBJECTIVE OF COMPANY

To promote a profitable and sustainable business activity that meets

the customers needs.

To increase the company's market share

To gain the competitive edge

To increase the company's role in relations to social responsibility

To provide excellent customer service

ABOUT ADITYA BIRLA GROUP

The Aditya Birla Group is India first 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.
Currently a US $24 billion conglomerate, with a market capitalization of
US $ 23 billion, it is anchored by an extraordinary force of 100,000

employees belonging to over 25 different nationalities. Over 50 per cent

of its revenues flow from its operations across the world. The Groups
products and services offer distinctive customer solutions.Its 74 state-ofthe-art manufacturing units and sectoral services spanIndia, Thailand,
Laos, I ndonesia, Philippines, Egypt, Canada, Australia, China, USA,
UK, and Germany. Aditya Birla Group is a dominant player in all of the
sectors in which it operates. Among these are viscose staple fibers, non
ferrous metals, cement, viscose filament yarn, branded apparel, carbon
black, chemicals, fertilizers, sponge iron, insulators, financial services,
telecom, BPO, andIT services. The group has been adjudged The Best
Employer & among top 20 in Asia by the Hewitt
Economic Times & Wall Street Journal Study.
GLOBALLY, THE GROUPIS:The largest aluminum rolling company.
No one in viscose staple fiber.
The Third largest producer of insulators.
The Fourth largest producer of carbon black.
The Eleventh largest cement producer.
The best energy efficiency fertilizer plant.
Among the world top 15 BPO companies & amongIndias top three.

IN INDIA, THE GROUP IS:A Premier branded garments player

The Second largest player viscose filament yarn.
A long the first five mobile telephony players.
Leading player in life Insurance & Assets management.
GROUP COMPANIES:Grasim Industries Ltd.
UltraTech Cement Ltd.
Hindalco Industries Ltd.
Aditya Birla Nuvo Ltd.
INDIAN COMPANIES:PSI Data systems.
TransWorks.
Essel Mining & Industries Ltd.
Idea Cellular Ltd.
Birla NGK Insulators.
Shree Dig Vijay Cell
INTERNATIONAL COMPANIES:Thai Rayon (Thailand)
Century Textiles (Thailand)

Thai carbon Black (Thailand)

Aditya Birla Chemicals Ltd.(Thailand)
Indo Phil Textiles Ltd. (Philippines)
Indo Phil Cotton Ltd. (Philippines)
PTIndo Bharat Rayon (Indonesia)
PT Elegant TextileIndustry (Indonesia)
Alexander Carbon Black Company (Egypt)
Liaoning Birla Carbon (China)
A V CellIndustry (Canada)
A VNackawicIndustry (Canada)
Aditya Birla Minerals Ltd.(Australia)
Birla Laos Pulp and Paper Plantation Company (Laos)
JOINT VENTURES:Birla Sun Life Insurance
Birla Sun Life Asset Management Company Ltd.
Birla Sun Life Distribution Company Ltd.
Tranfac Industry Ltd.

CHAIRMAN OF ADITYA BIRLA

Mr. Kumar Mangalam Birla

Mr. Kumar Mangalam Birla is the Chairman of the US$ 29 billion

Aditya Birla Group, a global conglomerate with operations
spanning 27 countries. An iconic figure, Mr. Birla holds several

key positions on various regulatory and professional boards. He

is a Director of the Central Board of Directors of the Reserve
Bank of India and Chairman of the Staff Sub-Committee of the
Central Board of the Reserve Bank of India. He serves on the
Prime Minister of India's Advisory Council on Trade and Industry.
He was the Chairman of the Board of Trade constituted by the
Ministry of Commerce & Industry, and also Chairman of the
Ministry of Company Affairs' Advisory Committee.
He served as the Chairman of Securities and Exchange Board of
India's (SEBI) Committee on Corporate Governance, and as
Chairman of SEBI's Committee on Insider Trading. He has
authored the nation's First Report on Corporate Governance.
Mr. Birla is on the National Council of the Confederation of Indian
Industry (CII), the Apex Advisory Council of the Associated
Chambers of Commerce and Industry of India, New Delhi, and
the Advisory Council for the Centre for Corporate Governance.

On the academic front, Mr. Birla is the Chancellor of BITS, Pilani,

Hyderabad, Goa and Dubai. He is a Director of the G. D. Birla
Medical Research and Education foundation. He is on the Asian

Regional Advisory Board of London Business School. He has

been inducted on The Economic Times Corporate Advisory
Board.

In recognition of his exemplary contribution, The Banaras Hindu

University awarded the D. Litt (Honoris Causa) Degree to him.
The Honorary Degree of Doctor of Science (Honoris Causa) was
bestowed on Mr. Birla for his invaluable contribution in the field of
business administration by the G. D. Pant University of
Agriculture & Technology, Pantnagar. "For the development of
technology and also for involvement in the field of industries in
bringing up the country at par with other countries" the SRM
University in Tamil Nadu conferred the Degree of Doctor of
Literature on Mr. Birla.

The All India Management Association (AIMA) has bestowed the

AIMA Managing India Awards 2010 "Business Leader of the Year"
on Mr. Birla. Amongst earlier accolades conferred on Mr. Birla,
feature Bombay Management Association's "Entrepreneur of the
Decade Award 2009", the AIMA "JRD Tata Corporate
Leadership Award 2008", "The Corporate Role Model Award

2008" by Amity International Business School, the Asia Pacific

Global HR Excellence "Exemplary Leader" Award, and NDTV's
"Global Indian Leader of the Year" and "The Most Socially
Responsible Leader" by Outlook business magazine in 2007.
Earlier, The Lakshmipat Singhania IIM, Lucknow National
Leadership Award 2006, Business Leader, was conferred on
Mr. Birla by our Prime Minister.

Mr. Birla also has been named the World Economic Forum's
"Young Global Leader", "The Ernst & Young Entrepreneur of the
Year, The Economic Times"Business Leader of the Year",
Business India's "Businessman of the Year", Business Today's
"Young Super Performer in the CEO Category", NITIE's
"Business Visionary", and the Bombay Management Association's
"The Management Man of the Year".
To "salute his entrepreneurial excellence and exemplary
contribution to Indian business", AIMA conferred its "Honorary
Fellowship" on him, and the National HRD Network named him
"The Outstanding Businessman of the Year".

A chartered accountant, Mr. Birla earned an MBA from London

Business School, where he is also an Honorary Fellow. Mr. Birla
and his wife, Mrs. Neerja Birla, have three children, Ananyashree,
Aryaman Vikram and Advaitesha.

SWOT
ANALYSIS

SWOT ANALYSIS

The Idea Cellular Ltd. - SWOT Analysis company profile is the essential
source for top-level company data and information. Idea Cellular Ltd. -

SWOT Analysis examines the companys key business structure and

operations, history and products, and provides summary analysis of its
key revenue lines and strategy.

Idea Cellular (Idea) is one of the leading providers of wireless

communication services in India. The company is part of the Aditya Birla
Group. It provides wireless and long distance voice and internet services
to consumer and enterprise markets. The company also has a presence
in telecom infrastructure market through a stake in Indus Towers and
other subsidiaries. The company primarily operates in India. It is
headquartered in Mumbai, India. The company recorded revenues of
INR101,484.1 million ($2,214.4 million) during the financial year ended
March 2009 (FY2009), an increase of 50.6% over 2008. The operating
profit of the company was INR14,314.3 million ($312.3 million) in
FY2009, an increase of 2.8% over 2008. Its net profit was INR9,008.7
million ($196.6 million) in FY2009, a decrease of 13.6% over 2008. Note:
The companys FY2009 financial information is based on the
unauditedresults.

Scope of the Report

- Provides all the crucial information on Idea Cellular Ltd. required for
business and competitor intelligence needs
- Contains a study of the major internal and external factors affecting

Idea Cellular Ltd. in the form of a SWOT analysis as well as a

breakdown and examination of leading product revenue streams of Idea
Cellular Ltd.
-Data is supplemented with details on Idea Cellular Ltd. history, key
executives, business description, locations and subsidiaries as well as a
list of products and services and the latest available statement from Idea
Cellular Ltd.

Reasons to Purchase

- Support sales activities by understanding your customers businesses

better
- Qualify prospective partners and suppliers
- Keep fully up to date on your competitors business structure, strategy
and prospects
- Obtain the most up to date company information available

THE INDIAN TELECOM INDUSTRY

IDEA

IDEA Cellular is part of the Aditya Birla Group, India's first truly multinational
corporation.

IDEA Cellular is a leading GSM mobile service operator with pan India
licenses. With a customer base of over 44 million in 17 service areas,
operations are soon expected to start in Chennai Metro; Kolkata & West
Bengal, North East & Assam, and J&K
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, in an increasingly segmented market.
From basic voice & Short Message Service (SMS) services to high-end
value added services such as Mobile TV, Games etc - IDEA is

seen as an

innovative, customer focused brand.

IDEA 'Women's Card' caters to the special needs of women on the move,
and 'Youth Card' covers the emerging youth segment. IDEA 'My Gang' - the
widely popular community user group product recently bagged the
prestigious 'Golden Peacock Award 2008' under the Most Innovative Product
category at the "19th World Congress on Total Quality".
A brand known for many firsts, IDEA was the first to launch GPRS and EDGE

in India. IDEA has partnered with Research in Motion (RIM) to offer Blackberry
services on its network. IDEA 'NetSetter'- Plug & Play, EDGE enabled USB
Data Card offers affordable data connectivity with faster speed and
consistency.
IDEA has received several national and international recognitions for its pathbreaking innovations in mobile telephony products & services. It won the
GSM Association Award for "Best Billing and Customer Care Solution" for 2
consecutive years. It was awarded "Mobile Operator of the Year Award - India"
for 2007 and 2008 at the Annual Asian Mobile News Awards.

VODAFONE

Vodafone Group Plc is the world's leading mobile telecommunications

company, with a significant presence in Europe, the Middle East, Africa, Asia
Pacific and the United States through the Company's subsidiary undertakings,
joint

ventures,

associated

undertakings

and

investments.

At 31 March 2009, based on the registered customers of mobile

telecommunications ventures in which it had ownership interests at that date,
the Group had 303 million customers, excluding paging customers, calculated
on a proportionate basis in accordance with the Company's percentage
interest in these ventures.

BHARAT SANCHAR NIGAM LIMITED (BSNL)

Bharat Sanchar Nigam Ltd. formed in October, 2000, is World's 7th largest
Telecommunications Company providing comprehensive range of telecom
services in India: Wireline, CDMA mobile, GSM Mobile, Internet, Broadband,
Carrier service, MPLS-VPN, VSAT, VoIP services, IN Services etc. Within a
span of five years it has become one of the largest public sector unit in India.
BSNL has installed Quality Telecom Network in the country and now focusing
on improving it, expanding the network, introducing new telecom services with
ICT applications in villages and wining customer's confidence. Today, it has
about 47.3 million line basic telephone capacity, 4 million WLL capacity,
20.1 Million GSM Capacity, more than 37382 fixed exchanges, 18000
BTS, 287 Satellite Stations, 480196 Rkm of OFC Cable, 63730 Rkm of
Microwave Network connecting 602 Districts, 7330 cities/towns and 5.5
Lakhs villages.
BSNL cellular service, CellOne, has more than 17.8 million cellular customers,
garnering 24 percent of all mobile users as its subscribers. Scaling new
heights of success, the present turnover of BSNL is more than Rs.351,820
million (US $ 8 billion) with net profit to the tune of Rs.99,390 million (US
$ 2.26 billion) for last financial year.

RELIANCE COMMUNICATION

Reliance Communications is the flagship company of the Anil Dhirubhai

Ambani Group (ADAG) of companies. Listed on the National Stock Exchange
and the Bombay Stock Exchange, it is Indias leading integrated
telecommunication company with over 80 million customers. Our business
encompasses a complete range of telecom services covering mobile and
fixed line telephony. It includes broadband, national and international long
distance services and data services along with an exhaustive range of valueadded services and applications.
Today, we can proudly claim that we were instrumental in harnessing the true
power of information and commReliance Anil Dhirubhai Ambani Group, an
offshoot of the Reliance Group founded by Shri Dhirubhai H Ambani (19322002), ranks among Indias top three private sector business houses in terms
of net worth. The group has business interests that range from
telecommunications (Reliance Communications Limited) to financial services
(Reliance Capital Ltd) and the generation and distribution of power (Reliance
Infrastructure Limited). It has established a pan-India, high-capacity,
integrated (wireless and wireline), convergent (voice, data and video) digital
network, to offer services spanning the entire infocomm value chain.

TATA INDICOM

Tata Communications is a leading global provider of a new world of

communications. With a leadership position in emerging markets, Tata
Communications leverages its advanced solutions capabilities and domain
expertise across its global and pan-India network to deliver managed
solutions to

multi-national enterprises, service

providers and Indian

consumers.
The Tata Global Network includes one of the most advanced and largest
submarine cable networks, a Tier-1 IP network, with connectivity to more than
200 countries across 400 PoPs, and nearly 1 million square feet of data
center and colocation space worldwide.
Tata Communications' depth and breadth of reach in emerging markets
includes leadership in Indian enterprise data services, leadership in global
international voice, and strategic investments in operators in South Africa
(Neotel), Sri Lanka (Tata Communications Lanka Limited), Nepal (United
Telecom Limited), and subject to approval by the Chinese government, China
(China Enterprise Communications). Tata Communications Limited is listed on
the Bombay Stock Exchange and the National Stock Exchange of India and
its ADRs are listed on the New York Stock Exchange. (NYSE: TCL).

BHARTI AIRTEL

Established in 1995 by Sunil Mittal as a Public Limited Company, Airtel is the largest
telecom service provider in Indian telecom sector. With market capitalization of over
Rs. 1,360 billion, Airtel has 31% of total market share of GSM service providers.
Providing GSM services in all the 23 circles, Airtel was the first private player in
telecom sector to connect all states of India. Also, Airtel is the first mobile service
provider to introduce the lifetime prepaid services and electronic recharge systems.
After establishing itself in the domestic market, Airtel is now spreading its wings in
US by providing its mobile service under the name 'CALLHOME' to the NRIs.

Having achieved huge success in mobile services- postpaid and prepaid- Airtel has
now entered fixed-line telephony providing broadband services in 92 cities across
India. The company has an optical fiber network of 35,016 km and a customer base
of 35,440,406 GSM mobile and 1,819,083 broadband subscribers. Airtel is listed on
The Stock Exchange, Mumbai (BSE) and The National Stock Exchange of India
Limited (NSE).

AIRCEL

About Aircel The Aircel

group is a

joint

venture

between

Maxis

Communications Berhad of Malaysia and Apollo Hospital Enterprise Ltd of

India, with Maxis Communications holding a majority stake of 74%.
Aircel began its outward expansion in 2005 and met with unprecedented
success in the Eastern frontier circles. It emerged a market leader in Assam
and in the North Eastern provinces within 18 months of operations. Till today,
the company gained a foothold in 18 circles including Chennai, Tamil Nadu,

Assam, North East, Orissa, Bihar, Jammu & Kashmir, Himachal Pradesh,
West Bengal, Kolkata, Kerala, Andhra Pradesh, Karnataka, Delhi, UP(West),
UP(East), Maharashtra & Goa and Mumbai.
Aircel has won many awards and recognitions. Voice and Data gave Aircel the
highest rating for overall customer satisfaction and network quality in 2006.
Aircel emerged as the top mid-size utility company in Businessworlds List of
Best Mid-Size Companies in 2007. Additionally, Tele.net recognised Aircel as
the

best

regional

operator

in

2008.

With over 20 million happy customers in the country, Aircel the fast
growing telecom company in India has revved up plans to become a fullfledged national operator by end of 2009.

VALUE-ADEDED SERVICES MARKET

A report by market research firm IMRB stated that the mobile value-added
services (MVAS) industry was valued at US$ 1.15 billion in June 2008, and is
expected to grow rapidly at 70 per cent to touch US$ 1.96 billion by June
2009.
Currently, MVAS in India accounts for 10 per cent of the operator's revenue,
which is expected to reach 18 per cent by 2010. According to a study by
Stanford University and consulting firm BDA, the Indian MVAS is poised to
touch US$ 2.74 billion by 2010.
With the presence of many players in the field of GSM, the
organizations wants to know the growth prospect of the market so that

they can be able to make their long-term strategic plan, based on the
consumer buying behavior. The increased attention given to consumer
behavior and research is due to the following facts:

The consumer has more power than ever before,

The consumer has access to more information than ever before,
Marketers can offer more services and products than ever before.

PUBLIC AND PRIVATE PLAYERS

MTNL, BSNL, VSNL are the major Public Players, whereas Idea, Airtel,
Vodafone, Tata, Reliance, BPL are the leading Private players in the country.
Both fixed line and mobile segments serve the basic needs of local calls, long
distance calls and the international calls, with the provision of broadband
services in the fixed line segment and GPRS in the mobile arena. Traditional
telephones have been replaced by the codeless and the wireless instruments.
Mobile phone providers have also come up with GPRS-enabled multimedia
messaging, Internet surfing, and mobile-commerce.
The much-awaited 3G mobile technology is soon going to enter the Indian
telecom market. The GSM, CDMA, WLL service providers are all upgrading
them to provide 3G mobile services.

Along with improvement in telecom services, there is also an improvement in

manufacturing. In the beginning, there were only the Siemens handsets in
India but now a whole series of new handsets, such as Nokia's latest Nseries, Sony Ericsson's W-series, Motorola's PDA phones, etc. have come up.
Touch screen and advanced technological handsets are gaining popularity.
Radio services have also been incorporated in the mobile handsets, along
with other applications like high storage memory, multimedia applications,
multimedia games, MP3 Players, video generators, Camera's, etc. The value
added services provided by the mobile service operators contribute more than
10% of the total rev

INTERNET SERVICES

There are Public Players and Private Players providing the Internet Services
such as Broadband, Dial-up, Pre-Paid and Post-Paid Internet, Wi-Fi
technology etc. subscriber base of Internet Services provided by Public
players is showing an upward trend.
Internet/Dialup
The TRAI report records that India had a total of 12.85 million Internet (Dialup)
connections at the end of December 2008. This base accelerated slightly to
achieve a 5.01% growth from 4.97% recorded during September when there
were 12.24 million connections. This does not include broadband subscribers.

Bharat Sanchar Nigam Ltd (BSNL) has 6.38 million Internet connections
against 5.94 million at the end of last quarter. Mahanagar Telephone Nigam
Limited (MTNL) has retained second position with a base of nearly 1.95
million. Idea Cellular Ltd is third with 0.93 million.
The minutes of use per connection per month dropped from 225 in June 2008
to 213.08 minutes in September quarter and crawled back up to 221.97 in
December.
.

Broadband & DSL

The number of broadband connections grew by 12.64% to 5.52 million in
December from 4.9 million users in September.
Twelve new ISPs joined the 72 broadband service providers in India during
the December quarter.DSL (Digital subscriber line, which has download
speeds of 8 Mbps) continues to be the most popular access technology
adopted by Indian ISPs with 4.711 million DSL connections, 0.485 million
cable modems; 0.155 million Ethernet LAN-based connections; 0.078 million
fiber connections; 0.072 million wireless, 0.019 million leased lines and 0.003
million who use other technologies.

Mobile Internet Enabled Handsets

TRAI has noted that there are 101.10 million wireless data (GPRS, HSDPA,
etc) enabled handsets, up from 57.83 million in December 2007. Please note
that the TRAI has listed them as wireless Internet subscribers, and we do not
agree with this classification - merely having a mobile Internet enabled
handset doesnt guarantee usage of the Mobile Internet.
DTH Ramps Up
There are 6 private DTH providers in India aside from Doordarshans free
DTH service. A total of 11.1 million DTH connections have been registered
at the end of quarter ending 31st December 2008. Videocon has received a
license and is still rolling out its services soon, according to DTH News.

Features of Idea Prepaid Connection

Here are some of the many advantages that New Idea Prepaid brings you.
Total Cost Control
You can control your Idea Prepaid like never before. No more rentals or
deposits simply recharge as much as you need to from as low as Rs. 10, to
as high as Rs. 10,000/-.
Pre activated STD/ISD without deposits or rentals
You can now enjoy a pre-activated STD/ISD on your Idea Prepaid. No more
paying deposits or having a minimum balance in your account to make an
STD/ISD call.
Strong Network Coverage
Enjoy complete clarity when calling with Ideas world-class technology and
unbreakable network coverage that spans over 23 circles across the country.
Instant Balance and Validity Enquiry
Your account balance is updated on the screen of your handset at the end of
each chargeable call. You can also call 123 or simply dial *123#, press 'OK' or
'YES' button and your account balance will be displayed on the screen of your
handset.
Recharge your Idea Prepaid
Recharging is Easy. The calling value on your card keeps reducing as you
make calls or use any other chargeable service. Choose the Idea Prepaid
Recharge Coupon thats right for you, from a variety of tailor made recharge

coupons with different denominations, which are available at a number of

outlets across your city. Simply follow the procedure to recharge phone.
Subscription Alerts
Get regular alerts on news, jokes, business, health and films on your Idea
mobile phone with Subscription Services.
MMS (Multi-media Messaging Service)
Jazz up your messages with pictures, images and video clippings, with MMS
from Idea.
Idea Gprs / Edge Services
Download the latest ring tones, games, wallpapers, videos and much more
news clips, watch live TV and download full songs on you phone.
Idea Voice mail Services
Send voice message any where in india..
Hello Tunes
Tired of that boring old tring tring on your phone? Now when a friend calls,
make them groove to the hottest new tracks burning up the music charts with
Hello Tunes from Idea Choose from a library of over 80000 songs from more
than 16 languages.

DATA ANALYSIS

DATA ANALYSIS AND INTERPRETATION

1. On the basis of Customer preference to the company while taking a new

connection-:
Table No.4
Company Name
Airtel
Vodafone
Reliance
Idea
Tata Indicom
BSNL
Aircel

%
30
20
20
10
6
2
12

Frequency
15
10
10
5
3
1
6
Fig-5

The above diagram represents the most preferred brand by customers on the basis
of users and retailers view point.

Airtel is the most preferred brand among the customer with 30% demand.

2. On the basis of Feature

Table No.5
Features
Coverage
Schemes
Call rates
Roaming

%
40
30
30
15

Frequency
20
18
20
8
Fig-6

The above diagram represents the most preferred Feature by customers on the
basis of users and retailers view point.

Coverage is the most preferred feature among the customer with 40% demand.

3. On the basis on using Prepaid or Postpaid connection-:

Table No.6
Connection
Postpaid
Prepaid
Both

%
20
70
10

Frequency
10
35
5
Fig-7

The above diagram represents the most preferred Connection

Prepaid/Postpaid using by customers on the basis of users and
retailers view point.

Prepaid is the most preferred connection among the customer with

70% demand

4. On the basis of services-:

(a) Postpaid servicesTable No.7
Company Name
Airtel
Vodafone
Reliance
Idea
Tata Indicom
BSNL
Aircel

%
32
16
12
6
6
28
0

Frequency
16
8
6
3
3
14
0

Fig-8

The above diagram represents the most preferred Postpaid service

provided by company to customers on the basis of users and retailers
view point.

Airtel is the most preferred by the customer with 32% demand.

(b) Prepaid services-:

Table No.8
Company Name
Airtel
Vodafone
Reliance
Idea
Tata Indicom
BSNL
Aircel

%
34
18
16
8
8
4
12

Frequency
17
9
8
10
4
2
6
Fig-9

The above diagram represents the most preferred Prepaid service

provided by company to customers on the basis of users and retailers
view point.

Airtel is the most preferred company by the customer with 35%

demand.

5. On the basis of best offers at the time of new connection-:

Table No.9
Company Name
Airtel
Vodafone
Reliance
Idea
Tata Indicom
BSNL
Aircel

%
16
12
24
20
8
6
14

Frequency
8
6
12
10
4
3
7
Fig-10

The above diagram represents the most preferred offers provided by

company to the customers, on the basis of users and retailers view
point.

Reliance is the most preferred company by the customer with 23%

demand and Idea got 2 nd place with 20% demand and Airtel got 3rd
position with 16% demand.

6. On the basis on of best Customer Care Services-:

Table No.10
Company Name
Airtel
Vodafone
Reliance
Idea
Tata Indicom
BSNL
Aircel

%
28
20
16
10
10
4
12

Frequency
14
10
8
5
5
2
6
Fig-11

The above diagram represents the most preferred customer care

service provided by company to the customers, on the basis of users
and retailers view point.

Airtel is the most preferred brand by the customer with 28% demand

7. On the basis on of best Network Connectivity-:

Table No.11
Company Name
Airtel
Vodafone
Reliance
Idea
Tata Indicom
BSNL
Aircel

%
32
16
10
16
10
8
8

Frequency
16
8
5
8
5
4
4
Fig-12

The above diagram represents the most preferred Network connectivity

service provided by company to the customers, on the basis of users
and retailers view point.

Airtel is the most preferred brand by the customer with 32% demand

8. On the basis on of best Adverting Campaigns in Meerut region-:

Table No.12
Company Name
Airtel
Vodafone
Reliance
Idea
Tata Indicom
BSNL
Aircel

%
24
20
18
14
8
10
6

Frequency
5
50
50
50
50
50
50
Fig-13

The above diagram represents the best Advertisement campaigning in

Meerut provided by company, on the basis of users and retailers view
point.

Airtel is the most preferred company by the customer with 25%

demand

9. On the basis on of best Tariff Plans-:

Table No.13
Company Name
Airtel
Vodafone
Reliance
Idea
Tata Indicom
BSNL
Aircel

%
18
12
26
18
8
6
12

Frequency
9
6
13
9
4
3
6
Fig-14

The above diagram represents best Tariff Plan, provided by company

to the customers, on the basis of users and retailers view point.

Reliance is the most preferred company by the customer with 25%

demand and Idia got 2nd position with 19% and Airtel got 3 rd place with
18% demand.

10 On the basis of best Roaming Facility-:

Table No.14
Company Name
Airtel
Vodafone
Reliance
Idea
Tata Indicom
BSNL
Aircel

Frequency
15
10
09
05
04
06
1
Fig-15

%
30
20
18
10
08
12
2

The above diagram represents the best Roaming Facility provided by

company to the customer, on the basis of users and retailers view
point.

Airtel is the most preferred company by the customer with 30%

demand.

1. On the basis of best Communicating Charges Schemes(new

scheme)-:
Table No.15
Company Name
Airtel
Vodafone
Reliance
Idea
Tata Indicom
BSNL
Aircel

%
30
20
14
12
8
12
6

Frequency t
15
10
7
6
4
6
3
Fig-16

The above diagram represents the best Communicating Charges Schemes

provided by company to the customer, on the basis of users and retailers
view point.

Airtel is the most preferred company by the customer with 30% deman

2. On the basis of best Data card/Internet services-:

Table No.16
Company Name
Airtel
Vodafone
Reliance
Idea
Tata Indicom
BSNL
Aircel

%
18
6
16
14
8
30
8

Frequency
9
3
8
7
4
15
4
Fig-17

The above diagram represents the best Data card/Internet Facility

provided by company to the customer, on the basis of users and
retailers view point.

BSNL is the most preferred company by the customer with 35%

demand and Airtel got 2nd place with 19% demand.

3. On the basis of best Value Added services-:

Table No.17
Company Name
Airtel
Vodafone
Reliance
Idea
Tata Indicom
BSNL
Aircel

%
30
20
18
8
10
10
4

Frequency
15
10
9
4
5
5
2
Fig-18

The above diagram represents the best Value Added service provided
by company to the customer, on the basis of users and retailers view
point.

Airtel is the most preferred company by the customer with 31%

demand.

FINDING

FINDINGS

Airtel has the highest demand from customers as per the survey
conducted on the users and retailers.

Coverage is the most preferred feature among the customers per

the survey conducted on the users and retailers.

Prepaid is the most preferred connection among the customer per

the survey conducted on the users and retailers.

Idea Postpaid services has most preferred by the customer as per

the survey conducted on the users and retailers.

Idea Prepaid services has most preferred by the customer as per

the survey conducted on the users and retailers.

According the retailers and users views Reliance and Idea is better
than Airtel in terms of providing New Offers.

According to survey Airtel, idea provides the best Customer Care

Service in the region.

According the survey of retailers and users views Idea has best
Network connectivity than other brands.

Airtel is best in terms of advertising campaign in Idea among all

other telecom players.

According the retailers and users views Reliance and Idea is better
than Airtel in terms of providing Tariff Plans.

According to survey Airtel provides the better Roaming Service than

other telecom players.

According the survey of retailers and users views Idea provides

best Communicating charges than other brands.

According the survey of retailers and users views BSNL provides

best Internet facility than other brands.

According to survey Airtel provides the better Value Added Services

than other telecom players.

LIMITATION

PROBLEM AND LIMITATION

The competitive activity coupled with the flexibility in offering tariffs have
led to a situation wherein a large number of tariff plans are offered in the
market and coupled with the services rendered by the retailers makes
altogether a complex composition to handle. So it is very important to give
a considerable thought before drafting the market strategy.

The objective of the research is to understand and find the relationships

between various key factors, which can be vital for nourishing a smooth
flow of business between company and its customers through vast pool of
organized and unorganized retailers.
Limitation

The scope of the study is restricted only to the major areas of

Meerut and does not include the outskirts.

Responsive errorthis arises when respondents are unwilling to

listen or talk.

Time was the major constraints in interviewing required retailers

and telecom users.

CONCLUSIONS

CONCLUSION

Idea is the largest telecom service provider in Indian telecom sector. With
market capitalization of over Rs. 1,360 billion, Idea has 31% of total
market share of GSM service providers. Providing GSM services in all the
23 circles, Idea was the first private player in telecom sector to connect all
states of India. Also, Airtel is the first mobile service provider to introduce
the EDGE services and electronic recharge systems. Having achieved
huge success in mobile services- postpaid and prepaid. Idea has now
entered fixed-line telephony providing broadband services in 92 cities
across India. But at the same time Idea has some weaknesses in terms of
its some services.

The present research project on the market competitiveness of Idea helps

to analyze and undertand the present market scenario in the city of
Meerut. Reliance and Vodafone and Airtel are the strongest competitors so
Idea is required to work on its weaknesses like Offers at the time of new
connection, Tariff Plans and Data card and Internet services and grab the
opportunities beforehand to maintain and improve its market position in the
telecom sector.

At last I would like to say that Idea should maintain and improve its market
share by improving its services and providing customer satisfaction.

SUGGESTIONS

SUGGESTIONS

After doing a two-month research I have enlisted certain points, which

company should consider while drafting its marketing strategy-:

Offers at the time of new connection

The company should provide more offers at the time of new connection
because company is lagging behind than other company like Reliance and
Airtel.

Tariff Plans

The company should provide new tariff plans because company is lagging
behind in terms of Tariff plans of Reliance and Airtel.

Data card and Internet service

The company should improve their Internet services and Data card
facility because company is lagging behind BSNL. BSNL has more
demand among the customers in term on Internet facility.

BIBLIOGRAPHY

BIBLIOGRAPHY

BOOKS AND AUTHORS

Kotler Phillip- Marketing Management, Analysis, Planning, Implementations
and control (Pearson Education 12th Edition)
RESEARCH METHODOLOGY:
Kothari C.R.- Research Methodology Methods and Techniques ( New Age
International Publishers, 2nd Edition, 2004)

www.trai.gov,in/trai/upload/tarifforders/54/torder21mar09.pdf
http://www.ideacellular.com
http://www.airtel.in/
http://www.aircel.com/dreamcarcontest/terms_conditions.asp
http://www.tataindicom.com/
http://www.rcom.co.in/webapp/Communications/rcom/index.jsp
http://www.ideacellular.com/IDEA.portal
http://www.vodafone.in/Pages/index.aspx
http://www.bsnl.co.in/

QUESTIONAIRE

QUESTIONNAIRE

Dear Sir,
We are BBA student and we are doing survey on Market
competitiveness of Idea in city of Meerut. So, we request you to spend your
valuable time in answering the questionnaire.

Personal detail

Name: .

Address...

Contact no

OCCUPATION

SEX a) Male [ ]

b) Female [ ]

Age: a) Below 20 [ ]

b) 20 to 25 [ ]

Please tick only one appropriate option-:

c) Above 25 [ ]

1. Which company you will prefer while taking a connection?

(i) Airtel

[]

(ii) Vodafone [ ]

(iv) Idea

[]

(v) Tata Indicom

(vii) Aircel

[]

(iii) Reliance [ ]
[]

(vi) BSNL

[]

2. Which feature will you prefer while taking a connection?

(i) Coverage

[]

(ii) Scheme

[]

(iii) Call rates

[]

(iv) Roaming [ ]

3. Are you using prepaid / postpaid connection?

(i) Prepaid

[]

(ii) Postpaid

[]

(iii) Both

[]

4. Which one of the following company provides best services for Prepaid and
Postpaid?
(i)
(ii)
(iii)
(iv)
(v)
(vi)
(vii)

PREPAID
Airtel
[]
Vodafone
Reliance
Idea
Tata Indicom
BSNL
Aircel

POSTPAID
Airtel
Vodafone
Reliance
Idea
Tata Indicom
BSNL
Aircel

[]
[]
[]
[]
[]
[]

[]
[]
[]
[]
[]
[]
[]

5. Which of the following companies gives the best offers at the time of new
connection ?
(i) Airtel

[]

(ii) Vodafone [ ]

(iv) Idea

[]

(v) Tata Indicom

(vii) Aircel

[]

(iii) Reliance [ ]
[]

(vi) BSNL

[]

6. According to you which of following companies gives the best Customer

Care Services?
(i) Idea

[]

(ii) Vodafone [ ]

(iv) Airtel

[]

(v) Tata Indicom

(vii) Aircel

[]

(iii) Reliance [ ]
[]

(vi) BSNL

[]

7. According to you which of following companies gives the best Network

Connectivity?
(i) Airtel

[]

(ii) Vodafone [ ]

(iv) Reliance [ ]

(v) Tata Indicom

(vii) Aircel

(iii) Idea
[]

[]

(vi) BSNL

[]

[]

8. Which of

the following companies is the best terms of Advertising

Campaigns in Meerut region?

(i) Airtel

[]

(ii) Vodafone [ ]

(iv) Idea

[]

(v) Tata Indicom

(vii) Aircel

[]

(iii) Reliance [ ]
[]

(vi) BSNL

[]

9. Which one of the following companies provides the best Tariff Plans?
(i) Airtel

[]

(iv) Tata indicom

(vii) Aircel

(ii) Vodafone [ ]
[]

(v) Idea

(iii) Reliance [ ]
[ ] (vi) BSNL

[]

[]

10. Which one of the following companies provides the best Roaming Facility?
(i) Airtel

[]

(ii) Vodafone [ ]

(iv) Idea

[]

(v) Tata Indicom

(vii) Aircel

[]

(iii) Reliance [ ]
[]

(vi) BSNL

[]

11. Which one of the following companies provides the best in Communicating
Charges Schemes (new scheme) ?
(i) Idea

[]

(ii) Vodafone [ ]

(iv) Airtel

[]

(v) Tata Indicom

(iii) Reliance [ ]
[]

(vii) Aircel

[]

12 .Which one of the following companies provides the best Data

card/Internet services?
(i) Airtel

[]

(ii) BSNL

[]

(iv) Idea

[]

(v) Tata Indicom

(iii) Reliance [ ]
[]

(vi) vodafone [ ]

13. Which one of the following companies provides the best Value Added
services?
(i) Airtel

[]

(ii) Vodafone [ ]

(iv) Idea

[]

(v) Tata Indicom

(iii) Reliance [ ]
[]