Project Report on

“MARKET STRATEGIES AND ITS IMPACT ON

CUSTOMER SATISFACTION OF POSTPAID
SERVICESIN J&K”

At

IDEA Pvt. Ltd.

(Srinagar)

Submitted to

SAVITRIBAI PHULE UNIVERSITY OF PUNE

In partial fulfillment of the requirements for the degree of

MASTERS OF BUSINESS ADMINISTRATION

By

AAMIR NAZIR

Under the Guidance of

Prof. Vijay Dhole

Sinhgad Institute of Business Administration and Research

(2014-2016)

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 Declaration
I, the undersigned, hereby declare that the Project Report entitled
“MARKETINGSTRATEGIES AND ITS IMPACT ON CUSTOMER
SATISFACTION OF IDEA POSTPAID SERVICES IN J&K” written and
submitted by me to the University of Pune, in partial fulfillment of the
requirement for the award of degree of Master of Business Administration
under the guidance of Prof. Vijay Dhole, is my original work and the
conclusions drawn therein are based on the material collected by myself.

Date:

Place: AAMIR NAZIR

1
 ACKNOWLEDGEMENT

I present this project report on “MARKETING STRATEGIES AND ITS IMPACT ON

CUSTOMER SATISFACTION OF IDEA POSTPAID SERVICES IN J&K ” with a
sense of great pleasure and satisfaction. I undersign with pleasure take this opportunity
to thank all those related directly or indirectly in preparation of this project report.

I started working on this project under the invaluable guidance of Prof. Vijay Dhole for
which I am very much thankful for her valued time given for the purpose. Without her
co-operation my project work would have been difficult to complete.

I express my sincere thanks to Mr. Inam [sales manager] in J&K, Srinagar and the
clerical staff in that organization. I am also thankful to Mr. Avadhoot Pol [Director of
our college]

Date:

Place: AAMIR
NAZIR

2
 Executive Summary

The project was carried out for IDEA Pvt Ltd, SRINAGAR which is one of the leading
Telecom Company to conduct a Market research and Sales.

The project was undertaken during two months summer training at IDEA Pvt Ltd in my
capacity as a management student with marketing specialization.

The job assigned to me for the project was to do Market Analysis and interaction with
customers.

The entitled project was having many primary and secondary objectives to achieve the
objectives are as follows -------

 To identify the market standing of the IDEA Pvt Ltd with its competitive
telecom companies.

 To study and analyse the perception status and the movement of the IDEA Pvt
Ltd along with its competitors.

 Find out the potential market and also prefer to write for competitive.

 Find out the potential customers, who can be very beneficial for the company.

 To make aware the customer about company’s services and to educate them and
aware about the different benefits.

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 To have a healthy conversation with customer to build a good relationship, to
find out the problem related with the service of the company
 To motivate the customer towards company’s services and to collect the
meaningful suggestion for company betterment.

 To formulate the competitive marketing strategies to have better approach to the

customer.

 To study the present, past and response of customer towards the services of
IDEA

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 CONTENT

SR. NO. TOPIC PAGE NO.

CHAPTER 1 COMPANY PROFILE
1.1 Introduction of Idea Company 1
1.2 History of Idea 3
1.3 Future Perspective 5

CHAPTER 2 PROJECT INTRODUCTION

2.1 Project Introduction 7
2.2 Meaning of Marketing 7
2.3 Definitions of Marketing 7

CHAPTER 3 PROJECT RESEARCH

3.1 Postpaid plans of Idea 9
3.2 Marketing Strategies 17
3.3 Complaints of Customers 18
3.4 Features of Idea Postpaid 18

CHAPTER 4 DATA ANALYSYS AND NTERPRETATION

4.1 Data Analysis and Interpretation 20
CHAPTER 5 FINDINGS AND COMPETITORS
5.1 Findings 28
5.2 Competitors 28

CHAPTER 6 SUGGETIONS AND CONCLUSION

6.1 Suggestion 29
6.2 Conclusion 29

CHAPTER 7 BIBLIOGRAPHY 30

CHAPTER 8 ANNEXURE 31

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CHAPTER 1
COMPANY PROFILE

1.1 Introduction of Idea Company

IDEA Cellular Limited was incorporated in 1995 and is one of the leading GSM mobile
services operators. Headquartered in Mumbai, it has licenses to operate in all 22 service
areas across the country, though commercial operations are currently in 16 services
areas. With a customer base of over 47.1 million subscribers, the operations cover the
states of Maharashtra, Goa, Gujarat, Rajasthan, Delhi, Haryana, Himachal Pradesh,
Uttaranchal, Uttar Pradesh, Madhya Pradesh, Chhattisgarh, Andhra Pradesh, Kerala,
and Bihar. Orissa, and Tamil Nadu will become operational during 2008-09, and Idea
will then cover approximately 90 per cent of the country’s telephony potential.

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 in 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
several firsts to its credit, including a voice portal ‘Say Idea’, Idea TV, voice chat,
instant messenger, and many more. Tariff plans have been customer friendly, catering
to the unique needs of different customer segments, where ‘Women’s Card’ caters to
the special needs of the woman 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 in the face of international competition. In 2007 IDEA was listed on the
National Stock Exchange (NSE) and the Bombay Stock Exchange (BSE).

About IDEA Cellular Limited

A leading GSM mobile services operator, Idea Cellular has licenses to operate in all 22
service areas of India with commercial operations in 11 service areas. With a customer
base of over 26 million, Idea Cellular runs operations in Delhi, Himachal Pradesh,
Rajasthan, Haryana, Uttar
Pradesh (East), Uttar Pradesh (West) & Uttaranchal, Madhya Pradesh & Chattisgarh,
Gujarat, Maharashtra & Goa, Andhra Pradesh, and Kerala, holds spectrum for Mumbai,
Bihar, Orissa, Tamilnadu (including Jammu & Kashmir), and Karnataka, and licenses
for the remaining 6 service areas. With the planned launch of services in
Mumbai, Bihar and Jharkhand in Q3, and Orissa and Tamilnadu
(including Jammu & Kashmir) towards the end of the calendar year,
Idea’s footprint will soon cover approximately 90% of India’s telephony
potential. Idea is listed on the National Stock Exchange (NSE) and the
Bombay Stock Exchange (BSE) in India.

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Registered Address: Suman Tower, Plot No. 18,,Sector-11,
Gandhinagar, Gujarat: 382011

Corporate Office: 11/1, Sharada Center Off Karve Road Pune411004

Maharashtra - India

Management of Idea Cellular:

Name Designation

Mr. Kumar Mangalam Birla Chairman / Chair Person

Mr. Arun Thiagarajan Independent Director

Mr. Mohan Gyani Independent Director

Mr. Biswajit A Subramanian Non Executive Director

Mr. Saurabh Misra Non Executive Director

Mr. R C Bhargava Independent Director

Mr. Hans Wijayasuriya Non Executive Director

Mr. Rajashree Birla Non Executive Director

Mr. Gian Prakash Gupta Independent Director

Mr. Tarjani Vakil Independent Director

Mr. M R Prasanna Non Executive Director

Mr. Sanjeev Aga Managing Director

Mr. P Murari Independent Director

Mr. M R Prasanna Director

1.2 History of Idea

Idea Cellular was incorporated as Birla Communications Limited on March 14, 1995
and granted a certificate of commencement of business on August 11, 1995. Its
registered office was in Mumbai, Maharashtra. Its name was changed to Birla AT&T
Communications Limited on May 30, 1996 following the execution of a joint venture
agreement dated December 5, 1995 between AT&T Corporation and
Grasim Industries Limited pursuant to which the Aditya Birla Group

1
held 51% of its Equity Share capital and AWS Group held 49% of its Equity Share
capital. The registered office was transferred from Industry House, 1st Floor, 159
Church Gate Reclamation, Mumbai 400 020, Maharashtra to Suman Tower, Plot No.
18, Sector 11, Gandhinagar 382011 Gujarat on October 22, 1996. With effect from
January 1, 2001 following merger with Tata Cellular Limited the joint venture
agreement between AT&T Corporation and Grasim Industries Limited dated December
5, 1995 was replaced by a share holder’s agreement dated December 15, 2000 entered
into between Grasim Industries Limited on behalf of the Aditya Birla Group, Tata
Industries Limited on behalf of the Tata Group and AT&T Wireless Services Inc. on
behalf of the AWS Group following which its name was changed to Birla Tata AT&T
Limited on November 6, 2001. Consequent to the introduction of the “Idea” brand, its
name was changed to Idea Cellular Limited on May 1, 2002. The AWS Group exited
from the Company on September 28, 2005 by selling 371,780,740 Equity Shares of the
Company, which constituted 50% of the holding of AT&T Cellular Private Limited in
equity share capital, to ABNL and by transferring the remaining 371,780,750 Equity
Shares to Tata Industries Limited. The Tata Group ceased to be a shareholder of the
Company on June 20, 2006 when Tata Industries limited and Apex Investments
(Mauritius) Holding Private Limited (formerly known as AT&T Cellular Private
Limited) sold all their shares in the Company to the Aditya Birla Group. On October
26, 2006, P5 Asia Investments (Mauritius) Limited (“P5 Asia”) acquired 14.60% of our
Equity Share capital. Under a Governance and Exit Rights Agreement dated October
23, 2006 between P5 Asia, ABNL and Birla TMT, so long as an initial public offering
has not occurred and P5 Asia holds no less than 10% of Equity Shares, ABNL and
Birla TMT are required to procure that (a) Company and its Subsidiaries shall not take
or pursue any of the following actions without P5 Asia’s prior consent (such consent to
be obtained in a board and/or shareholders resolution) including in respect of
(i) Any merger with, acquisition of, or amalgamation or consolidation with another
company or business; (ii) assuming or permitting to exist any borrowings or
indebtedness in the nature of borrowings if the amount of all such borrowings of
Company and its Subsidiaries would exceed Rs. 6,800 million; (iii) entering into a new
line of business; (iv) increasing our authorized or issued share capital; or (v) entering
into a joint venture and (b) our Company makes available to P5 Asia certain financial
information relating to our Company and its Subsidiaries such as monthly management
accounts, quarterly unconsolidated balance sheet and profit and loss account and the
annual audited consolidated balance sheets and profit and loss accounts. P5 Asia also
has a right to appoint one director to our Board so long as it holds at least 10% of our
total issued and outstanding Equity Shares. Mr. Biswajit Subramanian has been
appointed to our Board by P5 Asia pursuant to the exercise of the above right. In
addition, any IPO of our Equity Shares requires P5 Asia’s written consent, and, further,
in any such IPO, P5 Asia has the right to offer for sale such number of Equity Shares
representing up to 10% of the total Equity Shares which are held by it. By its letters
dated December 2, 2006 to ABNL and Birla TMT, P5 Asia has given its written
consent for the Issue and has confirmed that it does not intend to offer for sale any of
the Equity Shares held by it in such Issue. We, either directly or through our
Subsidiaries, provide mobile services in the Andhra Pradesh, Delhi, Gujarat, Haryana,
Kerala, Madhiya Pradesh, Maharashtra and Uttar Pradesh (West) Circles, and have
recently launched services and as such are in the process of fully rolling-out our
network in the Uttar Pradesh (East), Rajasthan and Himachal Pradesh Circles pursuant
to licenses issued by the DoT.

2
MAJOR EVENTS
The chronology of key events of the Company from incorporation is set out below:

1995: Incorporated as Birla Communications Limited Obtained licenses for providing

GSM-based services in the Gujarat and Maharashtra Circles following the original
GSM license bidding process

1996: Changed name to Birla AT&T Communications Limited following joint venture
between Grasim Industries and AT&T Corporation

1997: Commenced operations in the Gujarat and Maharashtra Circles

1999: Migrated to revenues share license fee regime under New

Telecommunications Policy (“NTP”)

2000: Merged with Tata Cellular Limited, thereby acquiring original license for the
Andhra Pradesh Circle.

2001: Acquired RPG Cellular Limited and consequently the license for the Madhya
Pradesh (including Chattisgarh) Circle Changed name to Birla Tata AT&T Limited

2001: Obtained license for providing GSM-based services in the Delhi Circle following
the fourth operator GSM license bidding process

2002: Changed name to Idea Cellular Limited and launched “Idea” brand name
Commenced commercial operations in Delhi Circle, Reached the one million
subscriber mark

2003: Reached the two million subscriber mark

2004: Completed debt restructuring for the then existing debt facilities and additional
funding for the Delhi Circle. Acquired Escotel Mobile Communications Limited
(subsequently renamed as Idea Mobile Communications Limited) First operator in
India to commercially launch EDGE services

2005: Reached the five million subscriber mark, Turned profit positive Won an award
for the “Bill Flash” service at the GSM Association Awards in Barcelona, Spain
Sponsored the International Indian Film Academy Awards

2006: Became part of the Aditya Birla Group subsequent to the TATA Group
transferring its entire shareholding in the Company to the Aditya Birla Group
Acquired Escorts Telecommunications Limited (subsequently renamed
as Idea Telecommunications Limited)

3
1.3 Future Perspective

IDEA Cellular announced the launch of its GSM mobile services in

Jammu & Kashmir

IDEA’s 2.75G EDGE enabled network will now cover entire Jammu & Kashmir
Metro, in addition to its expanding network coverage in the Rest of Jammu & kashmir.
The warm yellow of IDEA logo, symbolizing strength, vibrancy and vitality, will now
be seen across the rural and urban landscape of the state, including Jammu & Kashmir
Metro.

Jammu & Kashmir , with a population of 7.2 million and teledensity of over 130% is a
strategic market in the North. With 25% of its overall subscriber base coming from
three service areas of Dehli, Andhra Pradesh and Karnataka, IDEA is a strong player in
the South, and will leverage this strength to become the Operator of Choice for mobile
users in the region.

IDEA plans to set up a network of 2400 cell sites across Dehli & Jammu & Kashmir,
covering 1200 towns by the end of March ’10.
According to Mr. Sanjeev Aga, Managing Director, IDEA Cellular said, “Jammu &
Kashmir is a strategic market for IDEA, and we are happy to launch our services in this
metro city. This not only provides us a platform to further strengthen our market
position in the South, but is also a key milestone in our national roll-out plan.”

IDEA Cellular, an Aditya Birla Group Company covers 90% of the telephony potential
of the country, and is the 3rd largest private GSM player with over 47 million
subscribers across 18 telecom circles.

Speaking on the occasion of launch of services in the city, Mr. Himanshu Kapania,
Director - Operations, IDEA Cellular Ltd., said, “IDEA aims to provide the citizens of
Jammu & Kashmir and other parts of J&k, superior connectivity, whisper clear audio
quality, zero call congestion and high capacity, ahead of time. IDEA’s 2.75G capable &
3G ready core network provides for all future technological enhancements. We
welcome the people of Jammu & Kashmir and other towns and villages of Tamil Nadu
to join IDEA’s pan-India network.”

IDEA will develop customer service with a robust retail network comprising of
exclusive ‘My Idea Stores’, ‘Idea Points’ and other outlets. The service network will be
expanded to over 25,000 retail outlets and 60 IDEA showrooms in the state, shortly.
Aimed at achieving visibility and real time experience, these customer touch points will
significantly enhance IDEA’s distribution network and help reach out to its discerning
customers across all segments.

4
 CHAPTER 2
PROJECT INTRODUCTION

2.1 PROJECT INTRODUCTION

In today’s scenario the telecom industry is booming sector which is least affected by
the recession even though the telecom industry facing huge competition. There are
many new operators coming in to the market so the operators which are already in the
market have to design their marketing strategies in such a way that they could survive
this tough competition.

Every MBA student has to undergo Summer Internship Program (SIP) as a curriculum
activity to get the knowledge of real market where they have to work in future. The
main aim behind this program is that students get some experience with which they
could get assistance while searching their jobs. I got the opportunity to complete my
SIP in CELL CONCEPT, JAMMU AND KASHMIR for two months in the field of
Marketing of Idea Postpaid Services. Idea cellular is one of the leading Telecom
Operator in Telecom sector in India. I did the marketing of postpaid services provided
by the Idea in different sectors like banking, Government sectors, various companies,
etc. I got the experience how to promote the product in these areas. I also collect
responses of various customers to the services they are already using.

2.2 MEANING OF MARKETING

 Marketing is defined by the American Marketing Association as the activity,

set of institutions, and processes for creating, communicating, delivering, and
exchanging offerings that have value for customers, clients, partners, and
society at large. The term developed from the original meaning which
referred literally to going to market, as in shopping, or going to a market to
sell goods or services.

2.3 DEFINITION OF MARKETING

 Marketing is the performance of business activities that direct the flow of
goods and services from producers to consumers

 Marketing is the process of planning and executing the conception, pricing,

promotion, and distribution of ideas, goods, and services to create exchanges
that satisfy individual and organizational objectives

 Marketing is an organizational function and a set of processes for creating,

communicating and delivering value to customers and for managing

5
 customer relationships in ways that benefit the organization and its
stakeholders.

 Marketing is the activity, set of institutions and processes for creating,

communicating, delivering, and exchanging offerings that have value for
customers, clients, partners, and society at large.

 Marketing is the activity, set of institutions, and processes for creating,

communicating, delivering, and exchanging offerings that have value for
customers, clients, partners, and society at large.

 Marketing research is the function that links the consumer, customer, and
public to the marketer through information: information used to identify and
define marketing opportunities and problems; generate, define, and evaluate
marketing actions; monitor marketing performance; and improve
understanding of marketing as a process.

 Marketing research specifies the information required to address these issues,

designs the method for collecting information, manages and implements the
data collection process, analyzes the result, and communicates and findings
and their implications.

6
 CHAPTER 3

PROJECT RESEARCH

3.1 POSTPAID PLANS OF IDEA

Idea postpaid plans are based on type of customers like the customer working in
Banking sector have a special plan, customer working in government organizations
have different plan. Plans provided by Idea are as follows.

1. Plan For Banking employees:

MONTHLY RENT 199

LOCAL CALLS

CUG FREE

Idea To Other GSM 0.40/min

Land Line and WLL 0.80/min

STD CALLS

Mobile to Mobile- Land Line and To WLL 1.25/min

SMS

Local and National 0.30 Paise

FREEBIES

Local Minutes (Local LL/Mobile/WLL) 200 Mins Free

SMS Free (local and National) 100 Nos.

Plan Advantage:
 Activation Rs. 250/- Waived
 PEF Rs. 250/- Waived
 No CLIP Charges. STD deposit Rs. 500/- Waived.
 Rs. 75/- Itemized Billing Charges Waived
 32k Idea Power SIM card free

Documents Required:

7
 One Photograph
 Company I Card and Latest Salary Slip or company Letter, or Confirming
employment (Photo copy)
 Latest Telephone Bill / Electricity Bill in customers name.

Different Bank employee gets this plan by different names which are mentioned as
follows.
1. HDFC bank
2. Bank of India
3. Axis bank
4. IDBI bank
5. SBI bank
6. ING Vysya

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2. PLAN FOR MSEB AND LIC EMPLOYEE

MONTHLY RENT 149

LOCAL CALLS

CUG FREE

Idea To Other GSM 0.40/min

Land Line and WLL 0.80/min

STD CALLS

Mobile to Mobile- Land Line and To WLL 1.25/min

SMS

Local and National 0.30 Paise

FREEBIES

Local Minutes (Local LL/Mobile/WLL) 200 Mins Free

SMS Free (local and National) 100 Nos.

Plan Advantage:
 Activation Rs. 250/-
 PEF Rs. 250/- Waived
 No CLIP Charges. STD deposit Rs. 500/- Waived.
 Rs. 75/- Itemized Billing Charges Waived
 32k Idea Power SIM card free

Documents Required:
 Photo ID: Driving License, PAN card, Voter card,
 One Passport size Photograph
 Company I Card and Latest Salary Slip or company Letter, or letter Confirming
employment (Photo copy)
 Address Proof: Latest Telephone Bill / Electricity Bill in customers name.

9
3. PLAN FOR GOVERNMENT(ZP, PS, NP) EMPLOYEES

MONTHLY RENT 199

LOCAL CALLS

CUG FREE

Idea To Other GSM 0.40/min

Land Line and WLL 0.80/min

STD CALLS

Mobile to Mobile- Land Line and To WLL 1.25/min

SMS

Local and National 0.30 Paise

FREEBIES

Local Minutes (Local LL/Mobile/WLL) 200 Mins Free

SMS Free (local and National) 100 Nos.

Plan Advantage:
 Activation Rs. 250/-
 PEF Rs. 250/- Waived
 No CLIP Charges. STD deposit Rs. 500/- Waived.
 Rs. 75/- Itemized Billing Charges Waived
 32k Idea Power SIM card free

Documents Required:
 Photo ID: Driving License, PAN card, Voter card,
 One Passport size Photograph
 Company I Card and Latest Salary Slip or company Letter, or letter Confirming
employment (Photo copy)
 Address Proof: Latest Telephone Bill / Electricity Bill in customers name.

10
4. PLAN FOR ICICI EMPLOYEES

4.1 Exclusive plan for ICICI Employee

MONTHLY RENT 99

LOCAL CALLS

CUG FREE

Idea To Other GSM 0.30/min

Land Line and WLL Rs. 1.00/min

STD CALLS

Mobile to Mobile- Land Line and To WLL Rs. 1.00/min

SMS

Local and National 0.30 Paise

Plan Advantage:
 Activation Rs. 250/-
 PEF Rs. 250/- Waived
 No CLIP Charges. STD deposit Rs. 500/- Waived.
 Rs. 75/- Itemized Billing Charges Waived
 32k Idea Power SIM card free

Documents Required:
 Photo ID: Driving License, PAN card, Voter card,
 One Passport size Photograph
 Company I Card and Latest Salary Slip or company Letter, or letter Confirming
employment (Photo copy)
 Address Proof: Latest Telephone Bill / Electricity Bill in customers name.

11
 4.2 Exclusive Offer for ICICI Employee

MONTHLY RENT 349

LOCAL CALLS
CUG FREE
Idea To Other GSM 0.30/min
Land Line and WLL Rs. 1.00/min
STD CALLS
Mobile to Mobile- Land Line and To WLL Rs. 1.99/min
Idea to Idea Rs. 1/ min
SMS
Local and National 0.30 Paise
International SMS Rs. 5
Free Minutes Local and STD
First 1000 Idea to Idea Local Minutes Free
First 150 Idea to Other GSM/ LL/WLL Free
First 125 STD Minutes (Cell to Cell + Cell to LL) Free
ADDITIONAL FEATURES
Detail Bill Rs. 75/- per Month Free

Plan Advantage:
 Activation Rs. 250/-
 PEF Rs. 250/- Waived
 No CLIP Charges. STD deposit Rs. 500/- Waived.
 Rs. 75/- Itemized Billing Charges Waived
 32k Idea Power SIM card free

Documents Required:
 Photo ID: Driving License, PAN card, Voter card,
 One Passport size Photograph
 Company I Card and Latest Salary Slip or company Letter, or letter Confirming
employment (Photo copy)
 Address Proof: Latest Telephone Bill / Electricity Bill in customers name.

12
5. PLAN FOR BAJAJ ALLIANZ EMPLOYEES

MONTHLY RENT 175

LOCAL CALLS

CUG FREE

Idea To Other GSM 0.40/min

Land Line and WLL 0.80/min

STD CALLS

Mobile to Mobile- Land Line and To WLL Rs. 1.25/min

SMS

Local and National 0.30 Paise

FREEBIES

Local Minutes(Local LL/Mobile/WLL) 200 Mins Free

SMS Free (Local and National) 100 No.

Plan Advantage:
 Activation Rs. 250/-
 PEF Rs. 250/- Waived
 No CLIP Charges. STD deposit Rs. 500/- Waived.
 Rs. 75/- Itemized Billing Charges Waived
 32k Idea Power SIM card free

Documents Required:
 Photo ID: Driving License, PAN card, Voter card,
 One Passport size Photograph
 Company I Card and Latest Salary Slip or company Letter, or letter Confirming
employment (Photo copy)
 Address Proof: Latest Telephone Bill / Electricity Bill in customers name.

13
6. PLAN FOR OTHER (SUPER 6 PLAN)

SUPER 6 AMOUNT (Rs.)

Activation Fees 250
Security Deposit 250
Monthly Rental 666
CUG
CUG FREE
Idea To Other GSM 0.30/min
Land Line and WLL Rs. 0.60/min
STD CALLS
Mobile to Mobile- Land Line and To WLL Rs. 1.00/min
SMS
Local Rs. 1/-
National Rs. 2/-
International Rs. 5/-
Roaming Calls
Incoming Rs. 1/-
Outgoing Local Rs. 1/-
Outgoing STD Rs. 1.5/-
Plan Benefits
Free Talk Time (Within Home Network) 666 I2I Local Mins;
222 M2M Local Mins;
222 M2M STD Mins;
222 Local/ National SMS

Plan Advantage:
 Rs. 75/- Itemized Billing Charges Waived
 32k Idea Power SIM card free

Documents Required:
 Photo ID: Driving License, PAN card, Voter card,
 One Passport size Photograph
 Company I Card and Latest Salary Slip or company Letter, or letter Confirming
employment (Photo copy)
 Address Proof: Latest Telephone Bill / Electricity Bill in customers name.

14
3.2 MARKETING STRATEGIS

1. STRATEGY REGARDING ROAMING

Roaming in Chile and Malaysia: Postpaid subscribers of IDEA Delhi & Claro Chile
and Malaysia can Roam into each other’s networks. Chile: Zone 2, Malaysia: Zone 3.
IDEA Delhi announces GPRS Roaming with Oman Mobile Oman: IDEA Delhi &
Oman Mobile Oman subscribers will now be charged for accessing GPRS services
while roaming into each other’s networks.
Roaming in Portugal: Postpaid subscribers of IDEA Delhi & Optimums Portugal can
Roam into each other’s networks. Portugal: Zone 2
IDEA Delhi launches Roaming with IDEA Mumbai: Now, IDEA Delhi Postpaid &
Prepaid subscribers can use their own IDEA network while Roaming in Mumbai.

2. Strategic Acquisitions:

Through our acquisition activities, Oracle seeks to strengthen its product offerings,
accelerate innovation, meet customer demand more rapidly, and expand partner
opportunities. An integral part of Oracle's Mergers and Acquisitions philosophy is our
consistent commitment to customer service and product support while achieving our
financial return objectives and creating value for our shareholders.

15
3.3 COMPLAINTS OF CUSTOMERS
 Problem in Conversion of Prepaid Number to Postpaid
 Sim card activation delayed
 Forced misselling & misbehave by the representative's
 Delay in service
 Charging more money
 Obscene calls in another name
 Connection not getting activated
 Complaints Regarding Services
 Getting Very poor service
 Unfair Billing
 Getting Bill but customer have already cancelled connection from Sales Guy
 Facing problem in ISD Services
 Worst response from customer service representative
 Outgoing barred without any reason

3.4 Features of Idea Postpaid

Easy Payment Options Anytime Anywhere

We can choose from a host of convenient payment options only with Idea. We can do
our payments by cash, credit card, cheque and ECS

Credit Limit
Pre-set credit limit mentioned on monthly bill helps to keep mobile charges in control,
keeps track of usage and ensures that mobile phones is not misused. When we exceed
our limit, we will be informed via a voice or a non-voice message to make an interim
payment and reduce account balance below credit limit. We may also choose to pay an
additional refundable deposit to enhance credit limit or opt for our convenient payment
method of credit card standing instruction, we can also make use of ECS facility

Strong Network Coverage

It offers world class technology and unbreakable network coverage and complete
clarity when calling.

Long Distance Calling Facility

Call long distance calls in India and overseas with STD/ISD facility on Idea phone.

16
Widest Roaming- National and International
Idea service allows to stay connected and use mobile phone to make or receive calls
from almost anywhere in India and also over various countries, abroad.

GPRS Roaming
Use Idea postpaid GPRS services, while roaming, to access the internet and office
mails from almost anywhere in India and abroad.

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 CHAPTER 4
DATA ANALYSIS AND INTERPRETATION
4.1 DATA ANALYSIS
The following observations are done on the basis of responses got from
all employees. The questionnaire provided to employees is given in
Chapter 8 ANNEXTURE.
1. Respondent by age:
Objective: To know the age group using Idea postpaid services.

Sr. No. Age Group Respondent Percentage

1 0-20 2 4%

2 20-30 8 16 %

3 30-40 25 50 %

4 40 and above 15 30 %

Total 50 100%

Graphical Representation:

RESPONDENTS BY AGE
60%

50%

40%

30%
RESPONDENTS BY AGE
20%

10%

0%
0-20 20-30 30-40 40 and above

Conclusion: Maximum customer belongs to 30-40 age group.

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2. Respondent by profession:
Objective: To know what type of customer uses postpaid services.

Sr. No. Profession Respondent Percentage

1 Employed 28 56 %

2 Businessman 16 32 %

3 Student 6 12 %

Total 50 100%

Graphical Representation:

RESPONDENTS BY PROFESSION
60%

50%

40%

30%
RESPONDENTS BY PROFESSION
20%

10%

0%
Employed Businessman Student

Conclusion: Maximum customer belong employed profession.

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3. Respondent by using plan:
Objective: To know which plan is more preferred.

Sr. No. Plan Respondent Percentage

1 Government 11 22 %

2 Bank 9 18 %

3 Super six 5 10 %

4 Private 25 50 %
companies

Total 50 100%

Graphical Representation:

RESPONDENTS BY PREFERED PLANS

60%

50%

40%

30%
RESPONDENTS BY PREFERED
20% PLANS
10%

0%
Government Bank Super Six Pvt
Companies

Conclusion: Maximum customers belong to private companies.

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4. Respondent by reason to purchase plan.
Objective: To know why the customer has purchased the plan.

Sr. No. Reason Respondent Percentage

1 Self Interest 9 18 %

2 Company 41 82 %
Provided

Total 50 100%

Graphical Representation:

RESPONDENTS BY REASON TO PURCHASE PLANS

100%

80%

60%
RESPONDENTS BY REASON TO
40%
PURCHASE PLANS
20%

0%
Self Interest Company Provided

Conclusion: 82 % customers use the services because the company

has provided the service.

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5. Are you satisfied with network provided?
Objective: To know whether customer is satisfied with network
coverage provided or not.

Sr. No. Response Respondent Percentage

1 Yes 46 92 %

2 No 4 8%

Total 50 100%

Graphical Representation:

RESPONDENTS BY STATING SATISFIED WITH

NETWORK PROVIDED OR NOT
100%
80%
60%
RESPONDENTS BY STATING
40% SATISFIED WITH NETWORK
20% PROVIDED OR NOT

0%
Yes No

Conclusion: 92 % customers are satisfied with network provided.

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6. Are you satisfied with call rates?
Objective: To know whether customer is satisfied with call rates
applied.

Sr. No. Response Respondent Percentage

1 Yes 40 80 %

2 No 10 20 %

Total 50 100%

Graphical Representation:

RESPONDENTS BY STATING SATISFIED WITH CALL

RATES APPLIED
100%
80%
60%
RESPONDENTS BY STATING
40% SATISFIED WITH CALL RATES
APPLIED
20%
0%
Yes No

Conclusion: 80 % customers are satisfied with call rates applied ad 20

% are not satisfied.

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7. Are you satisfied with postpaid services?
Objective: To know whether customers are satisfied with postpaid
services or not.

Sr. No. Response Respondent Percentage

1 Yes 32 64 %

2 No 18 36 %

Total 50 100%

Graphical Representation:

RESPONDENTS BY STATING SATISFIED WITH

POSTPAID SERVICE OR NOT
70%
60%
50%
40%
RESPONDENTS BY STATING
30% SATISFIED WITH POSTPAID
20% SERVICE OR NOT
10%
0%
Yes No

Conclusion: 64 % customers are satisfied with postpaid services and

36 % are not satisfied.

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8. Billing scheme used by the customer?
Objective: To know whether customers are satisfied with postpaid
services or not.

Sr. No. Response Respondent Percentage

1 Cash 40 80 %

2 Cheque 8 16 %

3 Credit Card 2 4%

4 ECS 0 0%

Total 50 100%

Graphical Representation:

RESPONDENTS BY BILLING SCHEME USING

90%
80%
70%
60%
50%
40% RESPONDENTS BY BILLING
SCHEME USING
30%
20%
10%
0%
Cash Cheque Credit Card ECS

Conclusion: 80 % customers are using cash payment system and

remaining schemes are rarely used.

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 CHAPTER 5
FINDINGS AND COMPETETORS

5.1 FINDINGS

 Major competitors of Idea are Airtel, BSNL and Reliance

 Peoples who are in profession line preferred Idea due to its

perfect network coverage.

 Maximum customers are due to the connections provided by the

organizations where they are employed.

 Call rates applied are affordable by the customers.

5.2 COMPETETORS

1. Airtel

2. BSNL

3. Reliance

4. Vodafone

5. Tata Indicom

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 CHAPTER 6

SUGGESTIONS AND CONCLUSION

6.1 SUGGESTIONS:
 Company should launch special and innovative postpaid
schemes for students.
 Representative should avoid forced misselling & misbehave with
customers.
 Should have proper track on transaction of all customer
 Should improve service provided by the company to customer

6.2 CONCLUSIONS
The telecom industry is facing great competition; during SIP I came to
realize how to market the postpaid services to different customers
working in government sector, banking sector and various companies. I
also got the training how strategic level of management responds to the
strategies of other companies, how to interact with strangers, how to
promote our product by listening their complaints.

From this SIP I get the knowledge that those who are working
somewhere prefers to get connection of Idea because they provide best
network amongst others. Large customer base belongs to private
companies and the connections are provided by the organizations.
According to my survey maximum customers are satisfied with the
network system provided, call rates, postpaid services. Maximum
customer prefers cash payment and very few prefer cheque and credit
card payment and customers are not aware about ECS (Electronic
Clearing Service). Even though there are some problems in Idea
postpaid service like customers facing problem to convert prepaid
number to postpaid number, some customer faces problem for
activation. Those who are using ISD service facing problem.

27
 CHAPTER 7
BIBLIOGRAPHY

7.1 BIBLIOGRAPHY

SR. NO. REFERENCE

1 Career Adviser Program Work Book

- -Idea Postpaid services

2 Plan Sheets of Idea Postpaid services

3 www.google.com

28
 CHAPTER 8

ANNEXTURE

“MARKETING STRATEGIES AND ITS IMPACT ON

COUSTMER SATISFICATION OF IDEA POSTPAID
SERVICES”

CUSTOMER QUESTIONNAIRE
Name: _______________________________________________ Age: ___________
Address: _____________________________________________________________
Plan you are using: ______________________________ Reason: ___________
If salaried then department: __________________________________________

1. Are you satisfied with network provided? [Yes / No]

2. Are you satisfied with call rates? [Yes / No]

3. Are you satisfied with postpaid service? [Yes / No]

4. Which problems you are facing?

a. Network Problem
b. Service Problem

5. Billing scheme you are using?

a. Cash
b. Cheque
c. Credit Card
d. ECS

6. What features attract an Idea card purchase? [ ]

(a) Most friendly and affordable plans (b) Best quality Network

29
 (c) Widest coverage in A.P d) Brand Loyalty

7. Suggest features you think needs improvement [ ]

(a) Service (b) Transparency in Billing

(c) Call Clarity (d) Any other (specify)

8. Which sales promotion activity do you think would be more effective in

grabbing more market share?

(a) Extra talk time (b) Customized recharge facility [ ]

(c) Free incoming for more than one month

(d) Any other (specify)

9. Suggest which Brand Ambassador will effect sales promotion? [ ]

(a) Film star (b) Sports person

(c) Musician (d) Company CEO

10. What makes Idea most preferred? [ ]

(a) Widest coverage un A.P (b) Brand Loyalty

(c) Most economical and friendly packages

(d) Best quality & extensive network

11. Which brand do you recommend if given a choice? [ ]

30
 (a) IDEA (b) AIRTEL

(c) VODAFONE (d) RELIANCE

(e) CELLONE

12. How do you rate the services at “Idea Cellular” [ ]

(a) Excellent (b) Good

(c) Satisfactory (d) Poor

13. What is your opinion about Idea’s recently launched recharge coupon of Rs.50
and Rs.100?

(a) Excellent (b) Good

(c) Satisfactory (d) Not exciting [ ]

14. Would you prefer to subscribe for Idea’s lifelong incoming plan?
(a) Yes (b) No [ ]

14. Any suggestions to improve the sales of Idea

Signature of the Customer

31
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