RESEARCH METHODOLOGY

Presented by

Market share
Bharti Airtel Vodafone BSNL Idea 0% 20% 6% 12% 19%
7%7

Aircel

Reliance

Others

22%

15%

About !dea
Part of Aditya group of companies GSM mobile service provider

Customer base of 36 Millions

Operational in 15 service areas

3 Cs of Marketing
How to compete?
Where to compete? When to compete?

OBJECTIVES
To study the marketing strategy of Idea Cellular in

Mumbai.
To study consumer behavior aspects To identify the factors affecting the purchase decision To study major segments of customers

Research Design
1. Data collection method:
Survey method Indepth Interview

2. Research instrument: 2 detailed distinct questionnaires

filled by the retailers and customers.

3. Sampling Plan:

Retailers

Working Class

Self employed

Students

PRODUCT

Question we asked to the customer

Preference

On the basis of payment

On the basis of services

Prepaid

Postpaid

Network

Call charges

SMS rates

Contd..
To the Retailers
Visit of TNC boys to the outlet Line activation procedure

PRICING STRATEGY

QUEST!ONS WE ASKED ?
TO THE CUSTOMERS

OPINION ON THE LOCAL CALL RATES OPINION ON THE SMS RATES OPINION ON THE STD CALL RATES OPINION ON THE MRP OF THE SIM CARDS

PLACE

QUESTIONS WE ASKED?
To the Customers !dea outlets in the vicinity
Availability of !dea simcards Preferred place of purchase

Contd..
To the Retailers Frequency of the salespersons visit to the outlet
Availability from authorized dealer

PROMOTION

QUESTIONS WE ASKED?
To the Customers
Awareness of the !dea simcard in the people Source of awareness Lifetime validity@ Rs.25

Contd..
To the Retailers Payoffs in comparison to competitors
Timely payoffs Collaborative advertisement

Hypothesis of the Research

Null Hypothesis:Marketing Strategy of !dea is not competent enough to beat the giant players in the market. Alternate hypothesis:Marketing Strategy of !dea is competent enough to beat the giant players in the market.

WHY CHI-SQUARE TEST?

Response

Classes

No of people in favour of marketing strategy

No of people not in favour of the Total marketing strategy

Retailers
Working class Self employed Students

19
17 13 15 64

6
8 12 10 36

25
25 25 25 100

20 18 16 14 12 10 8 6 4 2 0 Retailers Working class Self employed Students In favour of marketing strategy Not in the favour of marketing strategy

 Expected Frequency = 25

Formula for = 2

(Observed frequency-Expected frequency)2

(Expected Frequency)

 Degree of freedom=(No: of rows-1)(No: of Columns)

=(4-1)(2-1) =(3)(1) =3
Level of significance = 5%

50.02

Obtained Values
From the formula, we get

2retailers=

14.44

2working class= 11.56

2self employed= 6.76

students= 9

2 =2retailers + 2working class + 2self employed + 2students

=

14.44 + 11.56 + 6.76 + 9 41.76

Therefore,

calculated = 41.76

2
0.05

0.05 =7.86

Therefore ,

As 41.76

calculated

7.86

Therefore, we Reject Null hypothesis &

Accept Alternate Hypothesis

Hence, The marketing strategy of !dea is competent enough to beat the giant players in the market.

SUGGESTIONS TO !DEA
Increase the number of galleries Improve connectivity Make your advertisements more target

oriented Emphasize on promoting the post paid services

Be more visible
Reduce the internet charges

Our sincere thanks to:

Retailers Student friends

Our special thanks to: Mr. Nitin (Idea Cellular Assistant Territory Manager ,Central Mumbai)

Webliography
ideacellular.com
adityabirla.com moneycontrol.com Wikipedia.com

Thank you SirJEE !!!